ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้ออาคารชุด ในเขตบางแค

Abstract

This study aimed to explore marketing mix affecting consumers towards purchasing condominium in Khet Bang Khae. Populations of this study were identified to 400 consumers who purchased or secured room at the condominium in Khet Bang Khae. Data were collected by the distribution of questionnaires, according to the convenient sampling method and were analyzed by the descriptive statistics, including frequency, percentage, and means. The findings presented that in an overview, all following marketing mix factors affected these consumers towards purchasing condominium in Khet Bang Khae at high level: price, product, promotion, and place, respectively. According to study in detail, the sub-factor affected these consumers towards purchasing condominium in Khet Bang Khae at the highest level was the coverage of after-sales services. In the meanwhile, the following sub-factors affected them towards purchasing condominium in the studied area at high level: reasonable price comparing to the condominium style, attractive rate of interest, fee discount, assurance conditions at the post-handover stage, appropriate duration, functional space allocating, reasonable price comparing to materials used, sufficient parking space, cash discount, and reasonable price to surroundings and location.