Consumer Behavior and Marketing Mix Factors in Decision to Purchase Accommodation, Mueang District, Roi Et Province

Abstract

          The objectives of this study were 1) the demographic characteristics, 2) the needs and behavior of consumers in choosing to buy accommodation, and 3) the marketing mix factors that affect the decision to purchase accommodation in the Mueang District, Roi Et Province. The sample group were 400 respondents who people need accommodation in Mueang District, Roi Et Province. Data collection were convenience sampling method. The tool used to collect data were the questionnaires, that had Cronbach's alpha at 0.91. The statistics used for data analysis include percentage, mean, standard deviation, t-test, and One-way ANOVA  significant at the 0.05 level.
          The following were the results:
          1. The demographic characteristics are mostly male, age between 31-40 years, bachelor's degree, occupation private company employee, monthly income is 20,001-25,000 baht, and there are 3-4 family members.
          2. The needs and behavior in choosing to buy a residence found that most of them want to buy a condominium. The area of the accommodation is 61-70 square wah. The usable area required consists of 2 bedrooms, 2 bathrooms, and parking space for 1 car. The price of the accommodation that they want to pay is 2,000,000-2,5000,000 baht. The purpose of buying is to use it as their own accommodation, and the person who is involved in the decision to buy is a boyfriend/spouse.
          3. The level of opinion on the marketing mix factors that affect the decision to buy a accommodation found that the respondents gave the most importance. Respondents were gender, age, education level, occupation, average monthly income, and the number of different household members has an effect on the decision to purchase a accommodation in Muang District, Roi Et Province, which is statistically significant at the 0.05 level.