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Abstract

This study aims to examine the factors influencing Generation Y's decision to rent apartments for living in Mueang District, Chiang Mai. The population for this study comprises Generation Y consumers born between 1980-1997 (or 2523-2540 B.E.) who have rented or are currently renting apartments in Mueang District, Chiang Mai. Data were collected from a convenience sample of 195 respondents using questionnaires. Data analysis involved descriptive statistics such as percentage, frequency distribution tables, mean, and standard deviation, as well as inferential statistics including Independent t-tests and F-tests (ANOVA) to compare the marketing mix factors affecting Generation Y's decision to rent apartments, categorized by demographic factors. The results indicated that the majority of Generation Y respondents were male, with an education level below a bachelor's degree. Most were employed by private companies or as laborers, with an average monthly income of 10,001 – 20,000 THB, and were single. The behavior of Generation Y apartment renters showed that most had annual lease agreements, desired internal facilities such as a bed with a mattress, and external facilities such as parking spaces. They primarily decided to rent apartments by themselves, often due to changing workplaces, and searched for rental information mainly on the internet, such as Google, or by personal exploration. The majority paid less than 5,000 THB per month for rent (excluding utilities).

The study found that the overall marketing mix factors had the highest influence on the decision to rent apartments. When ranked by mean scores from highest to lowest, the factors were: physical characteristics, price, personnel, process, location, product, and marketing promotion. Furthermore, Generation Y consumers with different genders, education levels, occupations, and monthly incomes had significantly different marketing mix factors influencing their decision to rent apartments at the 0.05 significance level.