MARKETING MIX FACTORS INFLUENCING THE DECISION TO BUY ATOWNHOUSE OF CONSUMERS IN BANGKOK AND PERIMETER

Abstract

The purpose of this research is 1) to study the purchasing behavior of townhouses 2) to study the importance of marketing mix in buying townhouse 3) to study the decision of buying townhouse 4 ) to compare townhouse purchase decisions by personal factors. 5) to study the marketing mix factors that influenced the purchasing decision. The sample of the study was 402 persons who were interested in visiting the townhouse project in Bangkok metropolitan area. The questionnaire was used as a tool to collect data. Statistics used in data analysis are frequency, percentage, mean, standard deviation. Tests, ANOVA, and multiple linear regression were used to test the hypothesis. Most of the sample purchased townhouses for habitation. Buy a 6 meter wide type with a purchase budget of less than 2 million baht. They have the most influence on purchasing decisions. The data for the purchase of townhouse is the website and the results of the hypothesis test showed that: 1) different ages affect the decision to buy a townhouse. 2) Marketing mix factors in the distribution channels affect the purchase decision of townhouses in the Bangkok metropolis. City and suburbs Based on the results of this study, townhouses operators should focus on the seven marketing mixes to suit the needs of consumers. In particular, the distribution channel should be the main marketing strategy to make customers decide to buy townhouse. The townhouse project should be offered through the show booth. Choose a sturdy construction material. Set prices to suit the size and location. Exemption Free Should be trained staff. The environment within the project should be appropriate and there should be a legal entity for central administration.