พฤติกรรมการซื้ออสังหาริมทรัพย์ประเภทที่อยู่อาศัยแนวราบของผู้บริโภคในอำเภอหาดใหญ่และอำเภอสะเดา จังหวัดสงขลา

Abstract

This independent research aimed to study the purchasing behavior of consumers in Hat Yai District and Sadao District of Songkhla Province. By using questionnaires as a tool to collect data from consumers who have purchased or were the one making the decision to purchase real estate in the category of landed properties in Hat Yai District and Sadao District, Songkhla Province. With the scope specified only for detached houses, semi-detached houses and townhouses or townhomes organized by real estate development companies that started selling the project within the last 5 years (2016 - 2021). The data were analyzed by using descriptive statistics to find frequencies, percentages and averages and by using inferential statistics. The results of the study revealed that most of the respondents lived in Hat Yai District, were female, aged 31-40 years old, married and graduated with a bachelor's degree. They were civil servants, state enterprises and have an average family income of 30,001 – 60,000 baht. The results of consumer behavior in purchasing landed properties found that most of them bought detached houses at the price of 2.01 – 4.00 million baht, paid by bank installment. They paid transfer fee by half each between the buyer and the seller. Living space size was 101 - 200 square meters, land size was 41 - 80 square wa. To live by themselves and as a family. They made the purchasing decisions based on their partner/spouse. It took 6-12 months to made a purchase decision and searching information to make purchasing decisions through the Internet. When analyzing the data classified by age, marital status, occupation, average family income, and district, it was found that there were different behaviors in buying landed properties. As for age different group, age group 41 - 50 years old would buy at a price of 4.01 - 6.00 million baht. As for different marital status group, single group made purchasing decisions based on themselves but married groups made purchasing decisions based on their partner/spouse. As for different occupation group, business owners would buy at a price of 4.01 - 6.00 million baht, living space size was more than 200 square meters, land size was more than 80 square meters. As for different average family income group, the income group 100,001 - 200,000 baht, living space area size was more than 200 square meters, the income group 200,001 – 400,000 baht can afford to buy at a price of more than 6 million baht. As for different district group, Hat Yai District group bought detached houses. The transfer fee was paid by the buyer and seller paying half each. Land size was 41 - 80 square meters. The Sadao District group purchased semi-detached houses. The transfer fee was paid by the seller in full. Land size was less than 40 square meters. Purchase decision time was 1 - 6 months. The results of the study of Marketing Mix affecting for purchasing behavior of landed properties revealed that most of the respondents gave importance to the Process factor at the highest level. In the sub-factor were good service in documents management, information in making a decision for purchasing houses, house and land ownership transfer service with government agencies and convenience and good welcoming when visiting the project, respectively. Followed by Price factor. In the sub-factor, the price was reasonable for the quality of the house and the size of the land. Payment terms were appropriate. (Reservation amount, down payment amount) and common zone fee was appropriate, respectively. For Product factor. In the sub-factor where the construction materials were good quality and reasonable for the price. And the price of the house was reasonable for the location, followed by public utilities such as roads, electricity, water supply, waste collection system, etc., and the environment within the project was comfortable and had a security system, respectively. The comparison of the average difference between the Marketing Mix that affects the buying behavior of landed properties, it was found that respondents with different age, status, occupation, average family income and the different district gave importance to all aspects of Marketing Mix as differently, significantly. However, it was found that respondents with different ages gave no difference to the importance of the People factor in Marketing Mix significantly. Respondents with different status gave no difference to the importance of Price and Physical Evidence factor in Marketing Mix significantly. And respondents which lived in difference district gave no different importance to the importance of Process in Marketing Mix significantly.