Consumer Decision on Purchasing a Single Home in NongJorg District, Bangkok

Abstract

                The purposes of this study were to determine the process of purchasing and study marketing mix factors which influence consumer decision on purchasing a single home in NongJorg District, Bangkok. The samplings for this study were 387 customers who purchased a single home in NongJorg District, Bangkok by using a questionnaire as a tool. The statistics applications used percentage, mean, standard deviation, t-test, one-way Anova, and regression.

                Findings from the study revealed that most of respondents were females, age between 31-40 years old, average income between 20,000 - 30,000 baht, married status, earned bachelor degree, and self-employed and business person position. The average picture of the opinions on marketing mix influence consumer decision to purchase a single home were in high level consisting of prices, marketing promotion, process, and physical aspects with statistically significant 0.05. The results of hypothesis testing revealed that factors of personal different such as age, level of education, and occupation affected the consumer decision on purchasing a single home.

                Recommendations from the results of the study were that administrative officers should prioritize to prices of land, location of the housing development with lower prices value area which the price of the land reflect the prices of the house, provide lender with lower mortgage loan interest, free central fund, maintain safety plan, and well-kept housing development area, provide vehicles tour in the housing project area, post purchase services guarantee, and regulate parking zone in the housing project.