ความพึงพอใจของผู้ซื้อห้องชุดต่อส่วนประสมทางการตลาดของโครงการ The Next Condominium

Abstract

This independent study aims to investigate the customer satisfaction towards the marketing mix of The Next Condominium project and examine the Importance-Performance Analysis (IPA) of The Next Condominium's customers. The sample consisted of 219 participants who responded to the questionnaire. The study utilized the survey questionnaire to analyze descriptive statistics, including frequency, percentage, and average values. The results showed that most of the respondents in this study were females, aged between 31 to 40 years old with bachelor's education, single status, company employee, and an average income of 20,001 to 30,000 baht. The analysis of the Importance-Performance Analysis (IPA) was divided into 4 Quadrant. The importance and satisfaction of 10 marketing factors mostly found in Quadrant B. which are the importance and satisfaction of four marketing factors on price are in Quadrant B. Furthermore, the importance and satisfaction of four marketing factors on location or all four channels of distribution are found in Quadrant B. The importance and satisfaction of four marketing factors of marketing promotion are all found in Quadrant B, which emphasizes that the service providers were able to best meet the characteristics most valued by customers, and the customer of The Next Condominium was found to value the bouquet marketing factors. The most official distribution was followed by marketing promotion, productivity, and price, respectively, while age and income have no effect on the significance of any different market performance factors.