ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดของโครงการรุ่งเรือง ควอลิตี้ เฮาส์ 2 จังหวัดเชียงใหม่

Abstract

This independent study aimed to explore customers satisfaction towards marketing mix of Roong Ruang Quality House Housing Project 2, Chiang Mai province. The data were compiled from 162 questionnaires distributed to customers who bought and lived in Roong Ruang Quality House Housing Project 2, Chiang Mai province. The given data were then analyzed by using descriptive statistics consisted of a frequency, a percentage, and a mean. The research results were summarized as follows. Based upon the findings, it was found that most customers were female aged 31 to 40 years old. Most of them were married and worked for private companies. Their highest level of education was a Bachelor’s Degree. Their average income was 20,001 to 40,000 Baht per month. Their family consisted of 3 to 5 people. Billboards were their main source of information for Roong Ruang Quality House Housing Project 2, Chiang Mai Province. Most of them purchased Houses from the project. The houses bought from Roong Ruang Quality House Housing Project 2, Chiang Mai Province were their first houses. Most of them paid for the houses with a loan. The style of the houses that most of them purchased was Roong Sup. The area of the lands was 52 to 62 square wah. They had been living at Roong Ruang Quality House Housing Project 2, Chiang Mai Province, for 3 to 4 years. Their girlfriends, boyfriends or spouses were the ones with the most influence on their decisions to purchase houses from Roong Ruang Quality House Housing Project 2, Chiang Mai Province. The price of their houses (at the time of purchase) was 1,700,001 to 2,000,000 Baht. The main reason they decided to purchase houses from Roong Ruang Quality House Housing Project 2, Chiang Mai Province was the reasonable pricing or the lower pricing of the houses, compared to those of other housing projects in the same neighborhood. The study of the customer’s satisfaction towards the marketing mix factors of Roong Ruang Quality House Housing Project 2, Chiang Mai Province showed that the marketing mix factors with the high level of significance were Price, Product and Place, while the marketing mix factor with the medium level of significance was Promotion, respectively. The 10 sub-factors of the marketing mix factors for the customer’s satisfaction with Roong Ruang Quality House Housing Project 2, Chiang Mai Province, with the highest average were as followed. It was convenient to reach Roong Ruang Quality House Housing Project 2, Chiang Mai Province. The pricing of the houses was reasonable or cheaper than those of other housing projects in the same neighborhood. The pricing of the land per square wah was reasonable or cheaper than those of other housing projects in the same neighborhood. The down payment was 10 to 15 percent of the total house and land price. The plans for the area outside the house were appropriate, such as the size of the garage and the size of the garden. Roong Ruang Quality House Housing Project 2, Chiang Mai Province, was close to the community such as temples, schools, banks, etc. There was a discount offered for approximately 3 to 5 percent of the price of the house or the land. There were many styles of houses available. The reserve deposit was approximately 5,000 to 10,000 Baht. And the quality of the construction materials was decent, respectively.