กระบวนการตัดสินใจเลือกซื้อที่อยู่อาศัยของผู้บริโภคที่มีต่อบริษัทอสังหาริมทรัพย์ขนาดกลางแห่งหนึ่งใน จังหวัดเชียงใหม่

Abstract

The objectives of this research were to study the buying decision process for the habitant including the problems and obstacles of consumers in Chiang Mai province and to study the decision making process on buying the habitant as houses, townhouses, condominiums from Karnkanok Property company limited. The samples consisted of 241 of Karnkanok residents and Authority to buy. The questionnaires were used as a data collection tool. The collected data were analyzed by descriptive statistics and Likert scale. The study result showed that most consumers were males aged approximately 33 years old, single, work as employees, two people of family members with bachelor degree and an average of family’ s income about 49,000 baht. On their decision making process to buy the habitant, it states that their decisions based on family members and took 2-3 months on buying decision. They need to see model houses and compared over 4 projects in deciding to buy the habitant. Most consumers spent monthly during 10,000-20,000 baht, buying the habitant 2.16 million baht, with land size 56 sqw. and utility area 161 sqm. They required making a down payment and pay it off in monthly installments 10,000-20,000 baht. It will take 25-30 years to pay off the habitant. The factors of marketing affected the decision making process to buy the habitants showed that the aspect of price (reasonable price, down payment, payment due date, and loan rate), channels of distribution (location and workplace), sale promotion (after sales service, promotion, free transfer fee), and service (service mind) had the most influential level on buying decision. Subsequently, the aspect of personnel and physical evidence were a high rated influential factor.