THE INFLUENCE OF THE MARKETING MIX (7PS) ON HOUSING PURCHASE DECISION BEHAVIOR IN RESIDENTIAL ESTATE PROJECTS: A CASE STUDY IN BAN MAI SUBDISTRICT, MUEANG DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

The decision to purchase housing in a residential development project is a complex process influenced by market factors and consumer characteristics. This research article aims to: 1) examine the marketing mix factors affecting housing purchase decisions in residential development projects, and 2) compare the influence of these factors classified by demographic characteristics, using the marketing mix concept (7Ps) and consumer behavior as an analytical framework. This study employs a quantitative research approach. The sample consisted of 400 housing buyers in residential development projects in Ban Mai Sub district, Mueang District, Nakhon Ratchasima Province, selected through purposive sampling. The research instrument was a questionnaire. Statistical methods used for data analysis included percentage, mean, standard deviation, t-test, and analysis of variance (ANOVA).

          The findings indicated that the overall marketing mix factors had a high level of influence on housing purchase decisions. The product factor showed the highest mean, followed by place (distribution channel) and price, respectively, while the people factor had the lowest influence. In terms of demographic comparison, age showed no statistically significant differences in overall opinions, whereas gender demonstrated statistically significant differences at the 0.05 level. These results indicate that product characteristics, location, and price appropriateness are key components influencing purchase decision behavior in the residential real estate market, and can be effectively applied as guidelines for formulating marketing strategies and developing projects in alignment with consumer needs.