Marketing Mix of the Chao Phraya Riverside Condominiums

Abstract

The objectives of this research were: 1) to study personal factors of
consumers’ purchasing the Chao Phraya Riverside Condominiums; 2) to study marketing
mix influencing their choice to purchase the condominiums; and 3) to study
relationship between personal factors and marketing mix influencing their choice to
purchase the condominiums. Samples included 200 consumers. Questionnaires were
used to collect the data. Statistics used included frequency, percentage, standard
deviation, t-test, F-test (ANOVA) and Scheffe’s multiple comparison test. The level of
significance used was 0.05.
Outcome of the research revealed that the majority of respondents were
female, 36-40 years of age, bachelor degree graduates, married, working for
government and government enterprises with monthly income between 40,001-60,000
baht. Overall scores on marketing mix (customer wants and needs, consumer’s cost to
satisfy, convenience to buy, and marketing communication) were high on a given rating
scale. Study of consumers’ behavior indicated that sex, education, occupation, marital
status, and monthly income were influential to their choice of purchasing the
condominiums at a 0.05 level of significance, which were high on the given rating scale.
The study of consumers’ behavior indicated that sex, education, occupation, marital
status, and monthly income were influential to their choice of purchasing the
condominiums at a 0.05 level of significance.