Person Factors and Marketing Mix Factors Influencing the Purchase Decision of Foreclosed Properties of a Bank in the Area of Ratchaburi Province

Abstract

          This research aimed to 1) study the degree of marketing mix factors and purchase decision of foreclosed properties of a bank, 2) compare the purchase decision of foreclosed properties of a bank categorized by personal factors, 3) person factors that correlated with purchasing decision of foreclosed properties of a bank, and 4) marketing mix factors influencing the purchase decision of foreclosed properties of a bank. It was quantitative research. The 400 samples for this research were customers who purchased the foreclosed properties of a bank in the area of Ratchaburi Province by convenience sampling. The research instrument was a questionnaire. Statistical were used to analyze data, including mean, standard deviation, t analysis, one-way ANOVA analysis, Chi-square test, and enter multiple regression analysis.
          The research results found that 1) the degree of marketing mix factors and purchase decision of foreclosed properties of a bank was at strongly high level, 2) person factor differences had not affected the purchase decision of foreclosed properties of a bank, 3) person factor different in education level and career correlated with purchasing decision of foreclosed properties of a bank and 4) marketing mix factors including price, physical evidence, people, and process significantly influenced a purchase decision of foreclosed properties of a bank at level 0.05.