ส่วนประสมการตลาดที่มีผลต่อผู้เตรียมเกษียณอายุในการเลือกซื้อที่อยู่อาศัยในจังหวัดเชียงใหม่

Abstract

This research aims to investigate the marketing mix factors influencing pre-retirees in selecting residential properties in Chiang Mai province. Data was collected from a sample of 400 individuals aged 45-65 who are preparing for retirement and are interested in purchasing residential properties in Chiang Mai. The convenience sampling method was employed, and a questionnaire was used as the data collection tool. The analysis utilized descriptive statistics, including frequency, percentage, mean, and standard deviation, along with inferential statistics, such as t-tests, to compare the impact of marketing mix factors on the decision to purchase detached houses in Chiang Mai. The study revealed that the majority of pre-retirees planning to purchase residential properties in Chiang Mai within the next year are female. Their primary source of funding is personal savings, with an average monthly income of less than 50,000 THB. Most of them currently reside in or have permanent residences in Northern Thailand. Popular hobbies include exercising or playing sports, and most participants reported having good health, being able to take care of themselves independently. Regarding the behavior of pre-retirees intending to purchase residential properties in Chiang Mai within a year, the majority prefer detached houses priced between 2,000,001-5,000,000 THB, with Doi Saket being the most favored location. Furthermore, price and location factors significantly influence the decision-making of those planning to purchase within a year more than those who are still uncertain. This finding suggests that individuals with clear purchasing plans in the near future tend to carefully consider both the price and location that meet their living needs.