Marketing mix influencing consumers’ choice in their purchase of Houses Located in Pattaya city

Abstract

The objectives of this survey research on the subject of marketing mix influencing consumers’ choice in their purchase of houses located in Pattaya city were to study 1) personal factors of consumers deciding to purchase the house(s) in Pattaya City who were target population under study 2) marketing mix influencing their choice 3) and compare marketing mix based upon their personal factors. Samples included 384 consumers living in Pattaya City, Cholburi Province. Questionnaire was used as a tool to collect the data. Statistics used in this research included both descriptive statistics (frequency, percentage, mean, standard deviation) and inferential statistics Level of significance used was 0.05.   

            Outcome of the study revealed that the mean scores on marketing mix influencing their choice of purchase were highest on a given rating scale. Mean scores on product and price were moderate while those on place and marketing promotion were highest. The research also indicated that consumers with different sexes, age, education, occupation, monthly income, size of the family and desire did differ in their viewpoints on the marketing mix influencing the purchase of house at 0.05 level of significance.