VALUE ADDED FACTORS IN HOUSE AFFECTING THE BUYING DECISION OF UN-SUBDIVIDING LAND HOUSING

Abstract

The un-subdividing land housing in real estate market such as second hand housing or small housing project on small-sized land can compete with subdividing land housing project by adding values to a house in order to satisfy its buyer. The researcher was interested in value added factors such as comfortable facilities, security facilities, and decoration premium. This is a quantitative research that collected data by questionnaires from 405 people who plan to buy a un-subdividing land house in 2009-2011. It was founded that the value added factors of un-subdividing land house that have effected on buying decision are providing air-conditioner for value adding in comfortable factor, providing CCTV or circuit breaker for value adding in security factor, and providing furniture or kitchen set for value adding in decoration factor. In addition, developers should provide security facilities first and comfortable facilities second. The research results help developer to choose value added factor in sales promotion for un-subdividing land housing project.