Factors affecting intention to purchase condominiums in Thai market of Myanmar customers
Keywords:
Perceived Value, Content Marketing, Marketing Mix, Purchase IntentionAbstract
marketing mix (4Ps) on the purchase intentions of condominiums in the Thai real estate market among Myanmar consumers. The quantitative method is employed, using a questionnaire to collect data from 400 Myanmar buyers who are interested in getting condominiums in Thailand. Multiple linear regression is applied to examine the data and to test the hypotheses. The research results show that most respondents are aged 20–29 (64.5%), male (76%), and earn less than 50,000 baht per month (70%). 79.80% of the respondents stated that Bangkok is their first choice when buying condominiums. The majority of respondents (58.40%) indicated that they will spend between 1 and 3 million baht on a condominium, with a one-bedroom units comprising 38.40% of the preferred property type. The results of the multiple regression analysis revealed that within the construct of perceived value, both the functional value (quality) and social value have an influence on the purchase intention of condominiums in the Thai market of among Myanmar customers, with significant values of 0.05 and 0.001 respectively. Content marketing of information, entertainment, and social interaction were found to have a statistically significant influence on intention to purchase condominiums in Thai market among Myanmar customers, with the significant values of less than .001. Promotion is the only factor in the marketing mix (4Ps) that significantly influences the intention of Myanmar customers to purchase condominiums in the Thai market, with a significant value of less than .001.
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