ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อห้องพัก ในโครงการวันพลัสคอนโดมิเนียม

Abstract

This study aimed to investigate marketing mix affecting consumers towards purchasing condominium in the One Plus Condominium Development projects in Mueang Chiang Mai district. Questionnaires were used as a tool to gather data from 300 consumers who purchased condominium units in any of four areas of the One Plus Condominium Development projects i.e. the project on Mahidol Road, the project on Suan Dok Road, the project in Chiang Mai Business Center area, and the project around Wat Jed Yod area. These samples were selected by the proportional sampling method. Data obtained were, then, analyzed by the descriptive statistics i.e. frequency, percentage, and mean. Summary of this study was presented as follows. The finding indicated that most respondents were single male in the age of 31-40 years old and worked as a private company employee. They had educational background in bachelor’s degree and earned monthly income at the average amount of 20,000-40,000 Baht. Their original domicile was in Chiang Mai. Number of members sharing the room unit at the One Plus Condominium was 1 member. The respondents revealed that they had never purchased a condominium unit from other projects before. Prior to making purchasing decision, they inquired about condominium unit information from 3-4 projects and spent 3-4 weeks for decision-making. The majority purchased a one-room type condominium unit in size of 30-35 square meters at the price of 1,500,001-1,750,000 Baht and made installment payment for it. They purchased it for the residential purpose. Reason of purchasing a unit in the One Plus Condominium Development projects was the offer of reasonable price or the offer of lower price than other projects in the same area. Most respondents knew about the condominium projects’ information from billboard and revealed that the person influencing their purchasing decision the most was the respondents themselves. Results of the study on marketing mix affecting consumers towards purchasing condominium in the One Plus Condominium Development projects in Mueang Chiang Mai district indicated that marketing mix factors affecting the consumers at high level towards purchasing condominium in the studied projects included price, promotion, process, place, product, and people, respectively; while marketing mix factor affected them at moderate level was physical evidence and presentation. Hereafter were shown the sub-factors of marketing mix that affected the consumers towards purchasing condominium in the One Plus Condominium Development projects in Mueang Chiang Mai district at the highest level. In product factor, it was interior decoration with full built-in furniture allowing the resident to move in at any time. In price factor, it was reasonable price of a condominium unit. In place factor, it was convenient entry and exit to/from the condominium project. In promotion factor, it was availability of promotion campaigns such as free furniture packages, including refrigerator, air-conditioner, television, washing machine, and etc. In people factor, it was sufficient number of office staff (technicians/administrative staff). In process factor, they were simplicity of purchasing process and speedy response for aftersales service. In physical evidence and presentation, it was the full inclusive utilities being provided at the project (electricity, water supply, and internet system).