Marketing Mix Factors Affecting Consumers' Decision to Purchase Housing Estates in Lamphun Province

Abstract

This research aimed to (1) study the marketing mix factors and the decision-making of consumers to buy housing estates in Lamphun Province; (2) compare the decision-making of consumers to buy housing estates in Lamphun Province by age, income, and number of family members, and (3) study the marketing mix factors that affect the decision-making of consumers to buy housing estates in Lamphun Province. The population used in this study was 400 consumers residing in Lamphun Province, Thai nationality, who wanted and planned to buy a house in the next 3 years. The research instrument was a questionnaire. The statistics used for data analysis consisted of descriptive statistics, test the research hypotheses using One-way ANOVA and Multiple Regression Analysis. The findings revealed that: 1) The overall marketing mix factors are at the highest level of importance when considering each aspect. It was found that the aspect with the highest average value is the place, followed by the physical, price, product, promotion, personnel, and process, respectively. 2) The results of the hypothesis testing found that personal factors such as age and income have different effects on the decision to buy housing estates of consumers in Lamphun Province at a statistically significance. and 3) the marketing mix factors have an effect on the decision to buy housing estates of consumers in Lamphun Province at a statistically significance in 7 aspects, with the aspect with the highest effect being the place, followed by the price, physical, promotion, personnel, process, and product having the least effect on the decision to buy housing estates of consumers in Lamphun Province, respectively.