Factors Affecting the Decision to Purchase Non-performing Assets (NPA) of Government Housing Bank, Prachuap Khiri Khan Region

Abstract

The study investigated factors affecting the decision to purchase non-performing assets (NPA) of Government Housing Bank, Prachuap Khiri Khan Region. As in 2023, Regional Debt Management Department set a target to distribute 2,790 million baht non-performing assets. Prachuap Khiri Khan Region obtained a key risk indicator (KPI) from the Regional Debt Management Department, which is an indicator according to the department’s strategy, at 298.20 million baht. Based on the performance as of June 2023, the amount of NPA waiting to be sold was 117.69 million baht accounting for 39.46% of the whole target. In order to achieve the KPI of Prachuap Khiri Khan Region, the researcher set the following objectives: 1) To study demographic characteristics affecting the decision to purchase NPA of Government Housing Bank in Prachuap Khiri Khan Region, 2) to study marketing mix factors affecting the decision to purchase NPA.          The study results revealed as follow: 1) Demographic characteristics – most of the questionnaire respondents, 33.50%, were 31-40 years old, 27.80% were state enterprise employees, 36.90% had domiciled in Prachuap Khiri Khan, 60.80% graduated with a bachelor’s degree, and 34.80% had monthly income ranging from 20,001 to 40,000 baht. 2) With regard to the analysis of marketing mix factors (7Ps) affecting the decision to purchase NPA of Government Housing Bank, the mean was 4.24 which was at the highest level, followed by physical evidence, the mean was 4.21 which was at the highest level. Regarding people, product, price, place, and process, the means were     ( =4.19, 4.15, 4.14, 4.13, and 4.12) , at a high level. Suggestions from the study are as follow: 1) In terms of demographic characteristics, the data obtained can be used as a guideline for setting a bank’s strategy to meet customers’ demands with regard to loan offer and interest in order to compete with other banks. 2) With reference to the study on marketing mix factors (7Ps) to ensure the bank is able to sell NPA as targeted, the bank needs to maintain its existing standards to achieve sustainable growth by adopting modern technology to increase a channel for conducting public relations and selling NPA, including developing bank personnel to have knowledge and skills in sales and services for achieving efficiency.