ปัจจัยในการตัดสินใจซื้อที่อยู่อาศัย โครงการ Delight ในเครือ บริษัท พฤกษา เรียลเอสเตท จำกัด (มหาชน) ในเขตนนทบุรี

บทคัดย่อ

The purposes of this study were to investigate customers’ personal
characteristics, customers’ purchase decision, and associate customers’ purchase
decision to their personal characteristics on buying housing from Delight Housing
Project by Pruksa Real Estate Public Company Limited in Nonthaburi. The questionnaire
was used to collect data from 218 customers who decided to purchase housing and
already registered the mortgage. The statistics used to analyze the data included the
frequency, percentage, mean, and standard deviation and tested the hypotheses
with t-Test and F-Test at significance level of 0.05

The results revealed that the customers buying Delight Housing Project by
Preuksa Real Estate Public Company Limited in Nonthaburi made decision on
personnel first and followed by process, product, distribution channel, physical
characteristics, and marketing promotion respectively. The hypothesis test showed
that customers’ different genders and marital status were not different in terms of
decision made to purchase Delight Housing Project by Preuksa Real Estate Public
Company Limited in Nonthaburi. Therefore, the hypothesis set was rejected. It was
found that the differences on customers’ age, education, occupation, monthly income
affected the decision to buy Delight Housing Project by Preuksa Real Estate Public
Company Limited in Nonthaburi; and the hypothesis set was accepted.