การตัดสินใจเลือกซื้อที่อยู่อาศัย ภายใต้สภาวะเศรษฐกิจถดถอยในจังหวัดเชียงใหม่

Abstract

This paper is a part of the findings o f the Master of Political Economy Program’s independent study entitled “Decision Making for Buying Housing Estate Under the Economic Recession in Chiang Mai Province”. The study was conducted with the aim to investigate external environment factors, marketing mix factors, and decision-making on house purchasing among consumers under the economic recession conditions in Chiang Mai province. In this study, the samples were 400 consumers who resided in Chiang Mai and decided to purchase a house under the economic recession conditions between the years 2019 and 2022. According to the survey data and the analysis derived from the descriptive statistics i.e. frequency, percentage, mean, and standard deviation, the core results suggested that the external factors, of which the overall ratings were ranked at high level, included the politic and the law factors; followed by the economic and the socio-cultural factors, respectively. The overall ratings for the technology factor, however, were ranked at moderate level.