ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการตัดสินใจซื้อบ้านจัดสรรในอำเภอเมืองเชียงใหม่

Abstract

The objective of Independent research on Marketing mix affecting consumer decision towards purchasing housing estate in Mueang Chiang Mai District was to study the factors of marketing mix that affect consumers' decision to buy a housing estate in Mueang Chiang Mai District which the study data was collected by questionnaires. The population in this study was a group of people who was likely and interested in buying a housing estate in Muang district Chiang Mai Province with a price from 1 million baht or above. As the exact number of population was not known; therefore, the sample calculation formula of Yamane was used (Yamane, 1973), with a reliability level of 95% to obtain a sample size of 385 by convenience sampling method. The study was performed according to the framework of the marketing mix. The information obtained would be analyzed by using descriptive statistics which were frequency, percentage and mean and inferential statistics which was One-Way ANOVA. Comparing market mix factors was classified by age, average monthly income and the number of family members and testing the differences of sub-factors in pairs with Scheffe's method. The results of the study found that most of the respondents were female aged 20-29 years old, graduated with a bachelor's degree, single, working as a private company employee, average income less than 20,000 baht per month and 3 - 4 family members. Consumer behavior in purchasing a housing estate, Muang District, Chiang Mai Province found that most of the respondents had their original domicile in Chiang Mai Province. They wanted to buy a housing estate as the first home. The house style was a two-story detached house. The preferred location was near the Superhighway. The purpose of the purchase was to live with family. The respondents had searched and compared the information from the internet more than 1 year before making a decision to buy a housing estate. They preferred the price less than 3,000,000 baht. Most of the respondents made their own decisions themselves with considering reasons such as convenient transportation, for example, the house located on the main road and not far from alleyway. The study found that the marketing mix being important in the decision to buy a housing estate, Muang District, Chiang Mai Province, had significant effect on purchasing decision. The factor with the highest average was the product factor and price factor followed by marketing promotion factor and distribution factor respectively. From product part, the top three sub factors with the highest average were the quality of construction materials and utilities, e.g., roads, electricity, water supply, drainage systems, waste management, project location and after-sales service, convenient location for travelling and reliable security guards. From price part, the top three sub factors with the highest average were the suitable price for the size of the house, the suitable price for the size of the land, the suitable price for purchasing power or economic condition and receiving low interest rates from bank loans. From distribution part, the top three sub factors with the highest average were the various contact channels for informations, e.g., telephone, Line, Facebook, several sales offices, i.e., booking through other projects from co-owner, online booking channel i.e., websites and project booths for selling houses with cooperative banks such as Money Expo. From promotion part, the top three sub factors with the highest average were having a full- furnished model home, assisting for bank loans from financial institutions and promotion campaign for 0% transfer fee. The results showed that the sample groups with different age focused on the marketing mix of product factors, distribution factors and marketing promotion factors dissimilarly. The price factor was not different. Also, the sample groups with different average monthly income focused on the marketing mix of product factors, distribution factors and marketing promotion factors dissimilarly. The price factor was not different. However, the sample group with different number of family members focused on all marketing mix of product factors, price factor, distribution factors and marketing promotion factors differently.