ส่วนประสมการตลาดบริการที่มีอิทธิพลต่อผู้บริโภคในการซื้อคอนโดมิเนียมระดับกลางในอำเภอเมืองเชียงใหม่

Abstract

This study aims to study service marketing mix influencing customers towards purchasing main class condominium in Mueang Chiang Mai District throughout the concept of service marketing mix. The data were collected online from 400 participants who have purchased main class condominium in Mueang Chiang Mai District during the year of 2020 to 2022 and were analyzed by utilizing descriptive statistics, One-way analysis of variance (ANOVA) and the Least Significant Difference (LSD) test with pair-wise comparison at 0.05 found. The study result revealed that the majority of participants were female, aged between 23 to 39 years old, living or working in Chiangmai intend to purchase one bedroom condominium within the size of 46 to 55 sq.m as well as an approximate budget of 2-3 million baht for living and investment. Service marketing mix influenced participants toward purchasing main class condominium in Mueang Chiang Mai District in all factors. The highest influenced factors comprise physical evidence, people, product and price along with high influenced factors comprise place, process and promotion. Concerning the standard deviation analysis of service marketing mix influencing customers towards purchasing main class condominium in Mueang Chiang Mai District, there was so significant difference between gender and monthly income but statistically significant in some factors.