MARKETING MIX FACTORS AFFECTING FOR PURCHASING CONDOMINIUM IN SAMUT PRAKAN PROVINCE

Abstract

The title was “Marketing Mix Factors Affecting for Purchasing Condominium in Samut Prakan Province”. The purposes of this research were to study the general data of demographic data of condominiums buyers  in Samut Prakan Province, to study  purchasing of condominium buyers , to study the level of purchasing condominium and to study marketing mix factors affecting for purchasing condominium in Samut Prakan province. The sample group consisted of 400 condominiums buyers in Samut Prakan province. The sample size was using the unknown number of population formula with the confidence level was at 95 % and allowed the error was not over 5 % by accidental random method. The instrument used for data collected was a questionnaire and the statistics used to analyze the data obtained are percentage, mean, standard deviation and Stepwise multiple regression analysis.

The study results revealed as follows:

1.   The majority of respondents were female at 57.80 %, aged was 41-50 years old at 45%, the education was bachelor degree level at 56.75 %, the occupation was private company / free-lances at 54 %, the average income per family was less than 50,000 Baht /month at 43.50 % and the family member was 3-4 people at 48%.

2.   Marketing mix factors affecting for purchasing condominium in Samut Prakan province. The sample had the opinions to Marketing mix factors affecting for purchasing condominium in Samut Prakan province as a whole  was at the high level. When considering individual factor found that the highest average was distribution aspect, followed by price aspect, product aspect, personnel aspect, service process aspect, physical environment aspect and marketing promotion aspect respectively.

3.   Purchasing condominium in Samut Prakan province, Purchasing condominium level in Samut Prakan province as a whole was at the high level.When considering individual aspect found that the highest average was information searching aspect, followed by the alternative evaluation aspect, purchasing aspect, problem awareness aspect and behavior after purchasing aspect respectively.

4.   Marketing mix factors on product aspect, price aspect, distribution aspect, marketing promotion aspect, servicer process aspect and physical environment aspect that influence purchasing condominium in Samut Prakan province with statically significant at the 0.5 level with the hypothesis setting. Six factors of marketing mix predicted on purchasing condominium in Samut Prakan province with 60%. By personnel aspect was not influenced on purchasing condominium in Samut Prakan province.