The Marketing Mix of Housing Business Regarding to Consumer Needs in Bankhuntian District

Abstract

The objective of this research was to study the marketing mix of housing business regarding to consumer needs in Bankhuntian District. The population was the consumers working in government and private agencies in Bankhuntian District. The samples were 385 people calculated based on W.G. Cochran principle. The research instrument was a questionnaire. The findings were analyzed as frequency and percentage. Twelve consumers buying housing in Bankhuntian District were interviewed and the data was analyzedby content analysis. The results revealed that consumers needed a single housing unit for 3-4 family members living together in 50-100 square meters area. Air-condition provided, materials of the building were strong and durable including the provided security. The purchasable price was between 1,000,000-3,000,000 Baht on par with the quality of the house. Central servicecharge as a whole was not more than 1,000 Baht/month, on yearly payment through banking deposit. Purchasing process should be done through company selling personnel. The house should be located close to office, market, and electric train line. Information should be received through cell phone. The detailed information of the project and building structure assurance were influential factors for buying. The sale personnel should wear company uniform, be polite and working hours should be between 08.00-17.00. The sale information should be clear and simplified. The consumers should be able to tell problems conveniently and the problems should be solved within a week. The house should be designed in Thai life style, clear atmosphere, ventilated, natural shady landscape, with neighbors having similar life-style and having activities to strengthen the relationships. The interviews revealed that the consumers were interested in Bankhuntian area because it was suburb with good environment, convenient transportation, close to city center and various convenient facilities were available. The problems included bank loan which was not in full payment, and the area becoming flooded after rain. Security, safety and livable scenery were required within the housing project.