The Factors Influenced Commercial Property Purchase Decisions in Urban Communities of Songkhla Province

Abstract

          The objectives of this research were to 1) study the marketing mix factors influencing the purchase of commercial buildings by customers in urban communities of Songkhla Province, 2) examine the decision-making process of purchasing commercial buildings by customers in urban communities of Songkhla Province, and 3) identify the factors influencing the decision-making process of purchasing commercial buildings by customers in urban communities of Songkhla Province. The sample consisted of 117 customers who decided to purchase commercial buildings, determined by Krejcie & Morgan's sample size calculation and convenience sampling. The research tool was a questionnaire using a 5-point Likert scale, with reliability coefficients of .956 and .922 for parts 2 and 3, respectively. Statistical analysis was conducted using frequency, percentage, mean, and stepwise multiple regression analysis.
          The research findings revealed that:
          1. The marketing mix factors for purchasing commercial buildings in urban communities of Songkhla Province were overall at the highest level. The highest mean was found in physical characteristics, followed by service process, personnel, product, marketing promotion, distribution channels, and price, respectively.
          2. The decision-making process for purchasing commercial buildings in urban communities of Songkhla Province was overall at the highest level. The highest mean was found in the purchase decision, followed by alternative evaluation, post-purchase behavior, information search, and need recognition, respectively.
          3. Factors influencing the decision-making process of purchasing commercial buildings by customers in urban communities of Songkhla Province included demographic factors and marketing mix factors, which could explain 78% of the variance with statistical significance at the 0.01 level.