FACTORS INFLUENCING THE CREATION OF COMPETITIVE ADVANTAGE OF REAL ESTATE ENTREPRENEURS IN NAKHON RATCHASIMA PROVINCE

Abstract

This research article aims to: (1) assess the levels of key factors that drive competitive advantage among real estate entrepreneurs in Nakhon Ratchasima Province; (2) evaluate the level of competitive advantage achieved; (3) examine the relationships between influencing factors and the creation of competitive advantage; and (4) develop a predictive equation model for competitive advantage based on relevant factors. The sample consisted of 400 respondents—both entrepreneurs and consumers in the provincial real estate market—determined using sample-size estimation for an unknown population and selected through purposive sampling. The primary research instrument was a five-point Likert scale questionnaire. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics via multiple regression analysis.

        The findings revealed that: (1) entrepreneurial capability factors could predict competitive advantage at 88 percent, with key predictors including proactive competitiveness, risk-taking propensity, individuality, and innovativeness; (2) the overall level of competitive advantage was high, with rapid responsiveness showing the highest mean score; (3) the relationship between influencing factors and the creation of competitive advantage accounted for 87.5 percent, particularly regarding product attributes and physical characteristics; and (4) marketing promotion emerged as a significant variable driving competitive advantage.