Marketing Mix Factors Affecting Thai Consumers’ Purchasing Newly Launched Condominiums Project in Chiang Mai Province

Abstract

The objective of this research is to study the marketing mix factors affecting Thai consumers’ purchasing newly launched condominiums project in Chiang Mai Province. The questionnaire set was used to collect data from 385 samples, who have bought condominiums in Chiang Mai province from 2018 -2020. The analysis of data was composed of descriptive statistics, which were percentage, mean, and standard deviation as well as the inferential statistics, which were factor analysis and logistic regression analysis. The result found that the most significant factors affecting Thai consumers’ purchasing newly launched condominiums project in Chiang Mai Province were price, product, sales staff and office, pre- and post-sales processes, advertising and promotion, and sales promotion, respectively. The factors, which affected Thai consumers’ purchasing newly launched condominiums project in Chiang Mai Province, were price and product. Consumers, who paid attention to price factor the most, tended to buy condominiums before construction was completed. On the other hand, consumers, who paid attention to product factor the most, tended to buy condominiums before construction was completed less than consumers’ who paid attention to price factor. This research finding can be the data for entrepreneurs’ sales promotion strategies to promote condominiums project in Chiang Mai Province and entrepreneurs from other provinces, who are interested in promoting their condominiums project as well.