ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อบ้าน ในอำเภอเมืองลำปาง

Abstract

This independent study aimed to explore marketing mix affecting consumers towards purchasing houses in Mueang Lampang district. Population of this study was identified to consumers purchasing houses in a year ago or people expecting to purchase houses in Mueang Lampang district 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, and mean. The findings showed that type of house that the respondents mostly purchased was the double storey detached house, located in Muang Lampang district. Most respondents were married female in the age between 31-35 years old with bachelor’s degree and had 5-6 members in the family. Their main career was government officer/state enterprise officer and their average monthly income was less than 20,000 Baht. Size of purchased land was 51-100 square Wa and the price of purchased land and house was 1,000,000-1,500,000 Baht. A purpose of purchasing house was to be their first dwelling and a reason of purchasing house in Mueang Lampang district 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 Mueang Lampang district was from the people including friends, and acquaintance. Contact channel to purchase the house was its sales office. Most respondents did not compare information of houses prior to their purchase. Results of the study on marketing mix affecting consumers towards purchasing houses in Mueang Lampang district 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 1-year quality guarantee of the house after transfer, standard materials being used, and public utility system of the housing estate such as electricity and water supply, 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, cash discount, and negotiable price, respectively. In place factor, the top three elements affecting consumers towards making purchasing decision the most were location of sales office in the same area of housing estate where was convenient to make contact, simple and easy purchasing procedure, and availability to contact with the sales office during the late hours (from 17.00-20.00 hrs.), respectively. In promotion factor, the top three elements affecting consumers towards making purchasing decision the most were good attention of sales staff, advices from acquaintances, and friendly courtesy of sales staff, respectively.