ส่วนประสมการตลาดบริการที่มีผลต่อผู้บริโภคในการเลือกซื้อบ้านโครงการจิตต์อารีวิลล์ จังหวัดลำปาง

Abstract

This independent study on “Service Marketing Mix Affecting Consumers Towards Purchasing Houses of Jitareevill Company Limited in Lampang Province” The data was collected from questionaires of a hundred and thirty eight consumer who stayed in Jitareevill project3 and project4. All data were analyzed by using the descriptive statistics such as frequency, percentage and mean, in order to implement marketing mix which mainly affected to consumer demand. The results were as follows: The marketing mix factor was affected to questionnaire respondents decision towards purchasing house at the moderately lever all factors. By comparison, the were product, place, price, process, promotion physical evidence, people factors. When considering the sub factor was a highest lever, product factors was the security quality, place factors was the convenience of transportation, price factors was the overall price of house and land, process factors was the step to obtain a bank loan and clear, promotion factors was the discount and cash discount, physical evidence factors was the access to the system via remote control, people factors was the before and after sale services. The most problem and suggestions from the questionnaire respondents were the services center of the village such as park and playground.