ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อบ้านโครงการบ้าน จัดสรรพรสวรรค์ จังหวัดเชียงใหม่

Abstract

This independent study aimed to investigate marketing mix affecting consumers towards buying houses in Pornsawan Housing Estate, Chiang Mai Province. Samples of the study were identified to 340 consumers, who bought and resided in the houses located in 11th – 14th projects of Pornsawan Housing Estate, Chiang Mai Province. Questionnaires were used as the tool to collect data. Data were, then, analyzed by the descriptive statistics, consisting of frequency, percentage and mean. The findings revealed that most respondents were female, aged between 30-35 years old and holding the Bachelor’s degree with the highest level of education. They were married and had 5-6 family members. They worked as private company employee whose average monthly income was 25,001-30,000 Baht. They bought a single storied detached house together with a piece of 51-100 Square Wah land costing of 1,000,000-1,500,000 Baht for residential purpose and it was their first house. A reason of buying houses at the studied projects was given to its cheaper price comparing to other projects. Person who influenced their buying decision the most was spouse/ boyfriend/girlfriend. They learned about housing information from billboard. Prior to making buying decision, they searched for more information from estate fairs. The results of the study on marketing mix presented that price influenced the buying decision of the respondents at the highest level; followed by product and promotion. In the meanwhile, place influenced their buying decision at high level. For product, the elements influenced buying decision of the respondents at the highest level were the name of Pornsawan Housing Estate and the appropriate and well-arranged housing planning, respectively. For price, the elements influenced buying decision of the respondents at the highest level were the cheaper price comparing to other housing projects that offered the similar types of house, the 5% cash discounts and the service helping for applying for a loan with the bank, which could be done within 3-7 days, respectively. For place, the elements influenced buying decision of the respondents at the highest level were the option to make online reservation or purchase on project websites and the possibility to contact with project office during the off-hours (at 17.00-20.00 hrs.), respectively. For promotion, the elements influenced buying decision of the respondents at the highest level were the advertisement on Home Buyer Guide magazine and the offer of free special offers such as garden arrangement and air-conditioner.