ปัจจัยในการตัดสินใจซื้อคอนโดมิเนียมของชาวต่างชาติ ในเขตอำเภอเมือง จังหวัดเชียงใหม่

Abstract

The studying of factors affecting the decision to buy a condominium of foreigners in Mueang, Chiang Mai province was aimed to investigate the general information of foreigners wishing to buy the condominium in Mueang District of Chiang Mai province and factors influencing such a decision. The population in this study was foreigner who already reserved the condominium. The study was conducted through the distribution of 400 questionnaires. Meanwhile, Logit and Probit Models were applied to find out the factors for purchasing the condominium of foreigners. According to the study results, all the respondents were divided into 44.3 percent of males and 55.7 percent of females whereas most of their ages ranged between 21-40 years or 40 percent, and 41-60 years or 38.8 percent. Most of them were employees of the private companies, accounting for 47.5 percent, with the Bachelor’s for their education, accounting for 77.5 percent, and with the revenue ranging between 30,001-45,000 Baht, accounting for 67.0 percent. Moreover, most of them resided in Asia, accounting for 67.5 percent, and had visited Thailand at least twice whereas they stayed in Thailand once per two years. The majority came to Thailand because of their work rather than other purposes. Before purchasing the condominium, they stayed at the hotel while living in Thailand. The sampling group paid attention to the condominium with the price range of 2,000,001-3,000,000 Baht with an area of approximately 36-45 square meters. The decisions for condominium relied on the location, promotion, and price respectively. The analysis of factors influencing the decision based on Logit Model discovered that education unidirectionally affected an increase of purchase while the monthly income between 30,001-45,000 Baht and higher income would affect a decrease of purchase. The purpose for working would unidirectionally affect such purchase. The price of condominium over 2 million Baht affected a decrease of purchase. Additionally, the analysis of Probit Model with normal distribution found out that the results were similar to those of Logit Model. In this study, Probit Model was less reliable and reasonable than Logit Model. The study results also showed that income of foreigners and price of condominium mainly influenced the decisions on purchasing the condominium. Therefore, the analysis of factors regarding incomes and price should be carried out in order to create an opportunity for realizing a demand of demand of target customers and increase an opportunity for decision making.