Factors Affecting Buying Decisions of Bangyai Square B2 Condominium

Abstract

          This research aims (1) to study the factors affecting buying decisions of Bangyai Square B2 condominium. (2) to analyze the relationship model of marketing mix, image factor to make decisions of Bangyai Square B2 condominium. (3) to develop a model of factors affecting buying decisions of Bangyai Square B2 condominium. Sample consisted of people staying in Bangyai Square B2 condominium. Sampling was done of 400 people with a purposive sampling method by descriptive statistics, the average percentage and standard deviation. The correlation was used to a one-way analysis of variance and a multiple linear regression with stepwise.

          The results of the study showed that most of samples were male, 36 - 46 years of age, married, 4 person in family, employed professionals with a bachelor's degree and a monthly income between 20,001 - 40,000 baht. Marketing mix and image factor were related with buying decisions of Bangyai Square B2 condominium with 4 variables and a multiple linear regression equation. Listed below; ŷ = -.645+.308(X₅)+.231(X₁)+.169(X₃)+.144(X₂) ; R² = 0.658