The Channels for Awareness of Marketing Communications That Affect Real Estate Purchase Decisions Of Consumers at Hat Yai District Songkhla Province

Abstract

           The objective of this research was twofold: 1) to study how consumers perceive marketing communication channels and their decision-making process regarding real estate purchases in the Hat Yai District, Songkhla Province, and 2) to investigate how these marketing communication channels influence consumers' decisions to purchase real estate in the same area. This quantitative research utilized a questionnaire to collect data from a sample group of residents aged 20 and above in the Hat Yai District, Songkhla Province, using a convenient sampling method. The sample size was determined to be 301 participants based on Cochran's formula for estimating population proportions with a 95% confidence level.
         The findings revealed the following:
         1) Regarding consumers' perception of marketing communication channels and their real estate purchase decisions in Hat Yai District, Songkhla Province: Consumers perceive offline marketing communication channels moderately overall, with the highest mean score observed for outdoor advertisements           (= 3.96, SD = 0.87), and the lowest for print media ( = 2.43, SD = 1.20). Online marketing communication channels were perceived highly overall, with Facebook having the highest mean score ( = 4.64, SD = 0.60) and email the lowest ( = 2.87, SD = 1.20). 2) Regarding the influence of marketing communication channels on consumers' real estate purchase decisions in Hat Yai District, Songkhla Province: Both outdoor advertisements and print media significantly positively influenced consumers' real estate purchase decisions at a statistically significant level of .001. Together, they explained 69% of the variance in real estate purchase decisions.