ปัจจัยที่มีผลต่อผู้บริโภคในจังหวัดเชียงใหม่ในการตัดสินใจสร้างบ้านหลังแรก

Abstract

The purpose of this research was to study the factors affecting consumers in Chiang Mai Province towards first-time house building decision making. The sample population consisted of consumers in Chiang Mai who were interested in building the first house. As the exact number of the population is unknown, a convenient sample selection of 300 people from the data collection tool was used as a questionnaire. Data were analyzed with descriptive statistics including frequency, percentage, mean, standard deviation and reference statistics is ANOVA F-test. The study founded that most of the samples were female, age between 46-55 years old, almost all with the highest level of education at bachelor’s degree or equivalent. Self-employed or own business are engaged most of them, with average monthly income of less than 50,000 Thai baht. The marketing factors affecting consumers in Chiang Mai to decide to build the first house were found to be the most important in overall situation, by ordering the average from the highest to the lowest are price, product and process. Other factors are very important, by average value ranges from highest to lowest are people, place, physical evidence and promotion. The comparative results of marketing mix factors in making the decision to build the first house of consumers in Chiang Mai of different ages found that there were statistically significant differences at the level of . 01 In terms of products and prices. And a comparison of marketing mix factors making the decision to build the first house of consumers in Chiang Mai with different monthly incomes it was found difference was statistically significant at the .01 level in terms of products, prices, people, physical characteristics