ปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้ออสังหาริมทรัพย์ขาย ทอดตลาดของลูกค้าของบริษัทบริหารสินทรัพย์สุขุมวิท จำกัด สาขาเชียงใหม่

Abstract

This study on the factors influencing the customers’ decision to purchase the auctioned real estate of Sukhumwit Asset Management Co., Ltd., Chiang Mai Branch had two objectives: 1) to find out the customers’ behavior and 2) to determine the factors influencing their decision to buy the auctioned real estate. The research population consisted of 100 customers who bought the auctioned real estate from the company’s branch in Chiang Mai in 2013 and 100 others who came to buy it in 2014, a total of 200 samples. The customers, who were asked to fill out a questionnaire, were mostly female,, 38-40 years old, married, with an undergraduate education, conducted a private business and had an income below 50,000 Baht monthly and only a few of them had experience in real estate auction purchasing. As for their behavior in making the decision to buy the auctioned real estate of Sukhumwit Real Estate Co., Ltd., Chiang Mai Branch, 10 factors were identified. The type of real estate they were interested in was a single house for residence. They learned about the auction via the website and had come to inspect at the real estate site more than 3 times and took more than three months to make the decision. The attractive location was Mueang Chiang Mai District and the family members assisted in making the decision. The funds came from their savings and loans, approximately 1-3 million Baht for each purchase and they expected to make one purchase per year. The market mix factors affecting their decision to purchase were of 7 factors; among which the factors of product, service, price, physical features and risk were ranked at the highest level whereas personnel and the working process were at a high level and market promotion was at a moderate level.