The Marketing Mix Factors Affecting the Decision to Buy a Condominium in Pak Chong District, Nakhon Ratchasima Province

Abstract

The objectives of this study were: 1) to study the marketing mix factors to buy a condominium in Pak Chong District, 2) to investigate consumer decision to purchase a condominium in Pak Chong District, 3) to compare the consumer decision classified by personal data, and 4) to study the relationship between marketing mix factors and consumer decision on purchasing a condominium. The sample group was 400 consumers by using a questionnaire as a quantitative research tool. The statistics used were percentage, mean, t-test, F-test, one-way ANOVA, Pearson correlation, and multiple regression analysis.           

Findings indicated that most of the respondents were male, aged between 31 and 40 years old, married status, graduation in bachelor's degree, more than 50,001 baht of the average monthly income, and workers for private industries. The marketing mix factors and the decision-making process of buying a condominium were at the highest level. The hypothesis testing revealed that personal differences in age, marital status, level of education, and income affected the decision to buy a condominium. The marketing mix factors correlated with the consumer decision to buy a condominium with a high level of the opinion in the same direction. The marketing mix factors in terms of marketing, products promotions, personnel, and physical appearance influenced the consumer decision on buying a condominium in Pak Chong District with a statistical significance at the level of 0.05. 

Recommendations from the results of the study were that the entrepreneurs of the condominium projects should emphasize on the selection of locations supporting the convenient transportation, modern design of building with standard quality of construction materials, suitable room space for use with a variety of amenities, setting appropriate price for the quality of the condominium, a cashback discount, personnel with knowledge of the project, organizing an efficient service system in all aspects, and providing a common area with beautiful atmosphere and various forms of exercise facilities in a safe condition and ready to use.