FACTOR THAT AFFECTS THE DECISION MARKING ON PURCHASING A HOUSING DEVELOPMENT IN TAK PROVINCE

Abstract

This research aims to study. 1) Demographic factors that affect the decision to purchase a housing development in Tak Province. 2) Marketing mix factors (4Ps) that affect the selection of housing developments in Tak Province. and be able to plan strategies to create a competitive advantage. It is quantitative research. The sample group was a population of 400 people in Tak Province. The tool used in the research was a questionnaire to collect data. and analyze data using ready-made programs Consists of frequency distribution, percentage, mean and standard deviation. In the hypothesis testing section, T-Test and One-Way ANOVA were used. To test historical hypotheses The Chi-Square test was used at a statistical significance level of 0.05 to test the marketing mix hypothesis.

This research aims to study. The majority of the sample were female, aged 26 - 35 years, had a bachelor's degree, were single, and were employees of a private company. The average monthly income is not more than 20,000 baht and there are 3 - 4 family members. Hypothesis testing found that 1) The marketing mix factors that most affect the decision to purchase housing developments are marketing promotion factors. Product factors, distribution channel factors and price factors. 2) The behavior of the respondents in choosing to buy housing in Tak Province has the objective of purchasing housing. to live Decide to buy within 1-2 years. Single house type, price 1,500,001 - 2,500,000 baht. Those who have influence in choosing to buy are respondents who search for information from the internet. And the reason for buying is the location.