ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อบ้านในอำเภอสันกำแพง จังหวัดเชียงใหม่

Abstract

This independent study aimed to explore marketing mix affecting consumers towards purchasing houses in Amphoe San Kamphaeng, Changwat Chiang Mai. Population of this study was identified to consumers purchasing houses in a year ago or people expecting to purchase houses in Amphoe San Kamphaeng, Changwat Chiang Mai by the next year. Questionnaires were used as the tool to collect data from those 300 samples. Data analysis was conducted by the use of descriptive statistics, consisting of frequency, percentage, mean, t-test, and ANOVA. The findings showed that type of house that the respondents mostly purchased was the double storey detached house, located in Amphoe San Kamphaeng, Changwat Chiang Mai. Most respondents were married male in the age between 31-35 years old with bachelor’s degree and had 3-4 members in the family. Their main career was private company employee and their average monthly income was less than 20,001-25,000 Baht. the price of purchased land and house was less than 1,500,000 Baht and 1,500,001-3,000,000 Baht and size of purchased land was 51-100 square Wa. A purpose of purchasing house was to be their first dwelling and a reason of purchasing house in Amphoe San Kamphaeng, Changwat Chiang Mai and was mostly given to convenient transportation. The most important person involving in the decision making towards purchasing house was their family. Source of information where they learned about the house for sale in Amphoe San Kamphaeng, Changwat Chiang Mai was from website of housing estates. Contact channel to purchase the house was its sales office. Most respondents compare information of houses prior to their purchase and style of house was modern. Results of the study on marketing mix affecting consumers towards purchasing houses in Amphoe San Kamphaeng, Changwat Chiang Mai presented that the top three elements of each factor affecting their purchasing decision making the most were shown as follows. In product factor, the top three elements affecting consumers towards making purchasing decision the most were standard materials being used, security systems of housing estates, and public utility system of the housing estate such as road, respectively. In price factor, the top three elements affecting consumers towards making purchasing decision the most were cheaper price comparing to the similar house of other nearby housing estates, cheaper price comparing to the similar land of other nearby housing estates, and cash discount, respectively. In place factor, the top three elements affecting consumers towards making purchasing decision the most were exhibition booth of housing estates in the shopping malls, availability to contact with the sales office during the late hours (from 17.00-20.00 hrs.), and simple and easy purchasing procedure, respectively. In promotion factor, the top three elements affecting consumers towards making purchasing decision the most were friendly courtesy of sales staff, good attention of sales staff, and Cutout Signage of housing estates, respectively.