Sustainable Marketing Guidelines for Apartment Business in the Mueang District, Chaiyaphum Province

Abstract

          The study of sustainable marketing guidelines for apartment businesses, in Mueang district, Chaiyaphum province. The objective of this study is to analyze the management environment and study the marketing elements. Defining and establishing sustainable marketing guidelines for apartment businesses in those areas, using the principles of sustainable development as the principal conceptual framework and data analysis model of the exploratory component. This research used a mixed research method, by determining the number of observable variables of latent variables from a review of research and related literature, along with semi-structured interviews with apartment business experts. The sample group is 400 customers who currently live and have lived in apartments before, data were collected by surveying opinions through questionnaires. Statistics used in the study include Index of Item – Objective Congruence (IOC), Cronbach Alpha Coefficient, Correlation matrix, Parameter, Factor Rotation, and Factor Loading.

The results indicated that marketing guidelines “SUSTAINABLE”, which uses the initial English letter of each element name, to arrange in order
as a guide, and using the Thai word that is defined as "sustainability" is an appropriate sustainable marketing approach for apartment businesses in Mueang district, Chaiyaphum province, which consists of 11 guidelines for building long-term sustainability of the apartment business, economically, socially and environmentally.