THE FACTORS AFFECTING CONSUMER PURCHASE DECISIONS OF MIXED-USE CONDOMINIUM PROJECTS IN BANGKOK

Abstract

The objectives of this research are (1) to examine the factors of demography, behavioral
science, marketing mix and decision to buy condominiums in the mixed-use project of Bangkok
metropolis’ customer group. (2) to study the different demography factor which influences the
different decision to buy mixed-use project condominiums of Bangkok metropolis’ customer
group. (3) to investigate behavioral science factor, marketing mix factor and decision to buy
condominiums in the mixed-use project of Bangkok metropolis’ customer group. This research is
quantitative research. The questionnaires were provided to 400 participants. The data were
analyzed by using average, percentage, standard deviation, Chi-square statistics, and One-way
ANOVA statistics. Purposive sampling was used in this method. The results show (1) most of the
sample groups are female. Most of them are between 31-40 years old, single, and work as
professional employees in private companies. Their average income is 30,001-40,000 baht per
month. The level of decision to buy condominiums in the mixed-use project of customer groups
in Bangkok metropolis is at a high level with an average of 4.03. (2) the demography factors: age,
education degree, and different monthly income influence the different decisions to buy
condominiums in the mixed-use project with statistical significance at the level of 0.05. (3) the
demography factor: budget and living space relate to the decision to buy condominiums in the
mixed-use project of Bangkok metropolis’ customer group. In addition, (4) the marketing mix factor
isn’t related to the decision to buy condominiums in the mixed-use project of Bangkok
metropolis’ customer group.