The Factors Affecting Decision to Choose Real Estate Services with G H Bank Marketplace Campaign Which is Under Government Housing Bank: Case Study of Debt Management Customer Group Prachuap Khiri Khan Province

Abstract

The purposes of this study were to study the demographic, motivation, and marketing mix affecting the decision to choose real estate services with the G H Bank Marketplace Campaign under the Government Housing Bank. The samples of this study were 135 clients who used to attend this campaign before and live in Prachuap Khiri Khan province. The tools for collecting data were questionnaire and interview and the data were analyzed by descriptive statistics including frequency, percentage, mean, and inferential statistics by one–way ANOVA and multiples regression analysis with a significant 0.05 level. The research results were found that: (1) The results of the demographic survey showed that most of  the respondents are female. They are aged between 31-40 years old, working at a private company by graduating with a bachelor’s degree, and have an original domicile in Prachuap Khiri Khan province through an average family income between 20,001-30,000 Baht per month (A different job and averages of income affect the decision). (2) The Motivation are Intrinsic Motivation and Extrinsic Motivation. (3) In overall, the marketing mix factor were high. Hypothesis was found that the demographic of a different job and averages of income, motivation factor, maintenance factor, and personal factors affected the decision to choose real estate service with the G H Bank Marketplace Campaign. The bank can apply this research to develop the G H Bank Marketplace project to be able to compete with competitors in the same market and develop the organization to support future customers' decision to choose services in the G H Bank Marketplace project.