พฤติกรรมของผู้บริโภคต่อการซื้อบ้านจัดสรร บนถนนวงแหวน รอบ 3 จังหวัดเชียงใหม่

Abstract

The purpose of this independent study was to study consumer behavior towards purchasing houses in housing estates on the third ring road, Chiang Mai Province. The questionnaire was used to collected data from 200 respondents who purchased houses in housing estates consisting of 18 projects on the third ring road in Chiang Mai Province. Descriptive statistics as frequency percentage and mean were used to analyze the data. The study revealed that the respondents were married men, age between 35 – 39 years, educated at bachelor degree level or equivalent. The objective for purchasing house was for living for 3 – 4 members. The salary of the respondents was between 30,001 and 40,000 Baht per month, and were employed by private companies. For the behaviors found that most of the respondents purchased two-story detached house approximately 51 to 100 square wah, and the utility space was not more than 200 square meters. The housing project that the respondents lived the most was the third project of Onsirin Village. All of the respondents purchased the house from this project and contacted with the sale office directly. The structure of the house was made of lime at the price of 2,500,001 – 3,000,000 Baht. The house consisted of 3 bedrooms and 3 bathrooms, and was design by built-in furniture, but had no electric equipment. The objective for purchasing house was for living. The reason affecting the decision to purchase house the most was the modern design of the house. The person affecting the decision to purchase was boyfriend/girlfriend/husband/wife. However, the person who decided to purchase the house was oneself. The duration of payment of instalment was between 21 and 30 years. The duration deciding to purchase the house was between 1 and 3 weeks. The respondents searched for the information regarding housing estates approximately 3 to 4 housing projects by contacting sale offices directly. The respondents received highest satisfaction to purchase the house, and mostly the respondents would suggest this housing project to others in the future. The reason why the respondents would not suggest was that after-sale service was not good.