Factors Influencing Buying Decision for Low-Rise Condominiums in Bangkok Metropolitan.

Abstract

The objectives of this research were 1) to study the significance level of the physical factors of the residential projects, 2) to study the differences between the demographic factors and consumers’ buying decision for low-rise condominiums, 3) to study the marketing mix (4C) influencing consumers’ buying decision for low-rise condominiums, and 4) to study the physical factors of residential projects influencing consumers’ buying decision for low-rise condominiums. The population of this research was consumers who have lived or worked in Bangkok. The sample size was 420 individuals. The sample was selected based on convenience sampling. Data were collected using a questionnaire. Data were analyzed using descriptive statistics such as frequency, percentage, mean and standard deviation. Inferential statistics were also used for testing the hypotheses, including t-test, One-Way ANOVA, and Linear Regression Analysis with a statistical significance level of 0.05. The results of this study indicated that the respondents with different demographic factors, including gender, educational level, occupation, and monthly income had different buying decisions for low-rise condominiums with a statistical significance level of 0.05. When factors influencing consumers’ buying decisions for low-rise condominiums were considered, marketing mix (4C), comprising customer, cost, convenience, and communication positively influenced buying decisions for low-rise condominiums with a statistical significance level of 0.05.  The correlation coefficients were 0.326, 0.197, 0.155, and      0.198, respectively. These factors have mutually predictive power for 39.0 % variation in buying decisions for low-rise condominiums. In addition, the physical factors of the residential projects, comprising location, facilities, and environment were positively correlated with buying decisions for low-rise condominiums with a statistical significance level of 0.05.  The correlation coefficients were 0.544, 0.456, and 0.367, respectively. Predictive power values of each factor for buying decisions for low-rise condominiums were 12.4, 17.1, and 13.3 % respectively.