Marketing Mix and Marketing Communications Influencing Consumers’ Decision to Buy Residences in Uttaradit

Abstract

This research aimed to study 1) the level of importance of marketing mix, marketing communication, and purchasing decision in buying residences in Uttaradit. and 2) the influences of marketing mix and marketing communication in buying residences in Uttaradit. The sample group was 385 people who wanted to buy residences in Uttaradit. This research implemented multistage sampling and collected data from 5 targeted districts which are Muang district, Lab-Lae, Thapla, Thongsaenkhan, and Phichai. The instrument that used to collect data is questionnaire. Descriptive statistics (frequency, percentage, mean, and standard deviation) and Multiple Regression Analysis had been used to analyze data.

The research results were found as follows. 1) The respondents of this research indicated that promotion, product, and price in marketing mix were in the highest-level importance in purchase decision. About marketing communication, the salesperson was in the highest-level importance. And after-sales service was in the highest-level importance in purchasing decision. 2) place, and promotion of marketing mix had influences in customers’ purchase decision in buying residences in Uttaradit. Marketing communications had influences in purchase decision in buying residences at 69.4%. As a result, it is crucial to emphasize the uniqueness and product differentiation, as well as commercial promoting by salespersons and lucrative promotions.