ปัจจัยที่มีผลต่อการกำหนดค่าเช่าที่ติดป้ายโฆษณาในเขตเทศบาลนครเชียงใหม่

Abstract

This study on factors affecting billboard space rentals in the areas of Chiang Mai Municipality has the following specific objectives: (1) to understand the business involving space-for-rent for posting outdoor advertisement boards and (2) to discern the factors affecting the rental rates for space for installation of large sized billboards in Chiang Mai Municipality areas. This study used both primary and secondary information and data obtained from 250 samples of space providers for large billboard installations in the areas of Chiang Mai Municipality. These samples were identified by quota sampling technique which is a non probability sampling method. Data processing and analysis were undertaken by using computer software program for the results in terms of descriptive statistics including frequency, percentage, and arithmetic mean. Regression analysis was also performed for the purpose of statistical inference. Concerning the business involving space-for-rent for installation of advertisement boards in Chiang Mai Province, this study found that most providers of space for rent ran their business in the form of legal person offering two options for space rentals empty space or land for the renters to put up the large billboard structure, themselves and land with steel billboard structure already in place. Space rentals for installations of goods or services advertisement boards are generally arranged for one year contract and for a monthly rent ranging from 20,000 baht to 250,000 baht depending on the size and location of the billboard. The prime area in Chiang Mai where space rentals for posting billboards are expensive is in the vicinity of Chiang Mai International Airport entrance and exit areas. The rental fee does not include the sign tax which has to be paid every year, nor the monthly electricity bill for lighting. The electricity cost will vary with the number of light bulbs used for lighting the advertisement board. The findings on factors affecting the rental rates for space for installation of large sized outdoor advertisement boards indicated that the most important factor was product which got 4.50 score of importance, followed by the market promotion factor with 3.52 score, and the place or distribution channel factor with 3.91 score. The results from this study can form the basis for policy recommendations for the Office of Chiang Mai Municipality to consider (1) the revision of sign tax collection procedure and tax rate with respect to large sized outdoor advertisement boards for the reason of taxation fairness and (2) the improvement in inspection; installation; and maintenance processes involving large sized advertisement boards for maximum safety and benefit of people in general.