ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อบ้านจัดสรรจากโครงการบ้านกาญจน์กนก จังหวัดเชียงใหม่

Abstract

This study’s objective was to examine the marketing mix factors affecting the customers’ decision to purchase houses from Karnkanok Housing Development Projects, Chiang Mai Province. Data collection was conducted via questionnaires asking homeowners in four housing development projects which are 1) Baan Karnkanok 2, 2) Baan Karnkanok 12, 3) Karnkanok Ville 1 4) Karnkanok Ville 9. All 4 housing development projects were under Karnkanok Property Co., Ltd. From 1,062 homeowners, 300 of them filled in the questionnaires. The data then were analyzed using descriptive statistics which are frequency, percentage, and mean. The results were as followed: It was found from the study that most respondents were married men aging between 30 to 39 years old. Most of them were homeowners, working for private companies. Most of them graduated with Bachelor’s Degrees. Average total income of the households was 40,001 to 60,000 Baht. The number of family members living together was 3 to 4 people. Most respondents never bought any houses before the ones they currently owned. Most of them bought two-storey houses from Karnkanok Housing Development Projects, Chiang Mai Province. Most of them had been living in Karnkanok Housing Development Projects, Chiang Mai Province, for 1 to 3 years. The size of the houses bought from Karnkanok Housing Development Projects, Chiang Mai Province, was 51 to 100 square wah. Most of the respondents got a loan for their houses. The price of their houses was 2,000,001 to 2,500,000 Baht. The main reason for their decision to purchase the houses from Karnkanok Housing Development Projects, Chiang Mai Province, was the reasonable price. They received information regarding Karnkanok Housing Development Projects, Chiang Mai Province, via billboards. Their decision to purchase their houses from Karnkanok Housing Development Projects, Chiang Mai Province was mostly influenced by their fathers, mothers or relatives. From the study of the marketing mix factors affecting the customers’ decision to purchase houses from Karnkanok Housing Development Projects, it was found that the service marketing mix factors with high significant levels were Price, Promotion, Placement and People; while the marketing mix factors with medium significant levels were Product, Process and Physical Evidence, respectively. The sub-factors with the highest average for the marketing mix factor affecting the customers’ decision to buy houses from Karnkanok Housing Development Projects were as followed: For Price, the sub-factor with the highest average was that the price of the houses was lower than those of other nearby housing projects. For Promotion, the sub-factor with the highest average was the promotion of the projects such as gardening service, air conditions, free property transfer fee, etc. For Placement, the sub-factor with the highest average was that the locations of the projects were close to the communities such as department stores, schools, banks, etc. For People, the sub-factor with the highest average was that there were fulltime knowledgeable staffs giving advice during office hours. For Product, the sub-factor with the highest average was that the space of the houses such as the bedrooms, the living rooms and the kitchens, was adequate. For Process, the sub-factor with the highest average was that the process of giving information about the projects was clear. And for Physical Evidence, the sub-factor with the highest average was the cleanliness and the orderliness of the projects.