Marketing Mix Factors Affecting the Decision to Buy Condominiums in Pattaya After the COVID-19 Crisis is Over
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Abstract
The objectives of this research are as follows: 1) to study marketing factors; 2) to study the decision-making behavior regarding condominium purchases in Pattaya City; and 3) to study the marketing mix factors affecting the decision to buy condominiums in Pattaya after the COVID-19 crisis. A mixed-methods research approach was utilized, incorporating quantitative methods with 400 questionnaires and qualitative methods with structured interviews. Statistical analysis techniques included mean calculation, percentage distribution, standard deviation, and multiple regression analysis. The research findings indicate that: 1) Marketing factors encompass product, price, place, promotion, people, process, and physical evidence factors, with an overall perception level rated as high ( = 4.15, SD = 0.072). 2) Condominium purchasing decision-making behavior in Pattaya City includes problem awareness, data acquisition, evaluating alternatives, making decisions, and evaluation after the decision, with the highest overall perception level (
= 4.23, SD = 0.288). 3) The marketing mix factors affecting the decision to buy condominiums in Pattaya after the COVID-19 crisis include process, physical evidence, people, promotion, place, and price, accounting for 69.6% of the variance. Therefore, the research hypotheses are accepted.
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