ปัจจยัที่มีผลต่อผู้บริโภคชาวไทยในการซื้อคอนโดมิเนียมในจังหวัดเชียงใหม่

Abstract

The independent study This “Factors Affecting Thai Consumers in Purchasing Condominiums in Chiang Mai” aims to study the marketing mix factors affecting Thai consumers buying condominiums in Chiang Mai Province. Including marketing mix factors that affect the purchase of condominiums during the period before construction is completed. The data was collected from 385 Thai consumers who bought condominiums in Chiang Mai between 2018-2020 years by questionnaire. Therefore, the size of an unknown sample group is not about. The maximum variance is that the confidence level of p = 50% or 0.5 or q = 50% or 0.5 is equal to 95%. Sampling method shall not exceed 0.5. The sampling method was used by purposing sampling method. The data were analyzed using descriptive statistics which are frequency, percentage, mean, standard deviation, independent sample t-test, One-way ANOVA and logistic regression analysis. The results of the study found that most of the respondents were female, aged 31-40 years, bachelor's degree, single status, self-employed, income 20,001 - 30,000 baht, lived in Chiang Mai for more than 10 years and lived alone . The results show that gender is an important factor affecting the marketing mix. Buying behavior of condominiums It was found that most of the respondents in Chiang Mai wanted a one bedroom apartment. The person influencing the decision to buy a condominium was oneself, knowing/finding out about condominiums from social media. The person influencing the purchase decision is myself. Information is obtained from the internet/website and need a condominium unit with a usable area of 36-45 square meters. Product aspect, followed by price, marketing promotion and distribution channels, respectively. As for the factors affecting Thai consumers in deciding to buy condominiums during the project launch (Pre-sale) before the construction is completed two factors were found price factor and distribution channel factors. The marketing mix factor that the respondents gave the most importance first was product, followedby marketing promotion price and distribution channel, respectively. at a significance level of 0.05. It was found that gender influenced the importance of different product factors, while age and income did not affect the significance of any different marketing mix factor. And the marketing mix factor (4Ps) affecting Thai Consumers towards purchasing condominiums in Chiang Mai province,during Pre-sale before the construction is completed, including the price factor and distribution channel factors. The results show that the most important product factor for consumers is the construction in Chiang Mai province. Therefore, developers should pay attention to the quality of materials and the decoration style and facilities of condominiums. In order to meet the needs of consumers, developers should establish an appropriate price for the condominiums, andthey want to sell before the construction is completed. To attract consumers' attention, there are various distribution channels that can reach consumers.