Marketing Strategies Influencing People’s Decision Making to Purchase Condominiums in Bang Saen Beach Area, Chonburi Province

Abstract

The purpose of this quantitative research is to investigate the marketing strategies which influence people’s decision making to purchase condominiums in Bang Saen Beach area, Chonburi province. The samples for the study were 400 condominiums selected by multi-level sampling and a simple random sampling from 10 condominium projects, namely: 1) At East Condominium, 2) The Pulse Condo Bang Saen, 3) Burapha Bizz Condominium, 4) The Beach Bang Sean Condo, 5) The Sand Bang Saen, 6) The Living Condo Bang Saen, 7) The Patio Bang Saen, 8) The Pulse Condo Bang Saen, 9) The Hug Condo Bang Saen, and 10) Sa-BaiDee Condo. The statistics used for data analysis were mean, standard deviation, and multiple regression analysis. The research findings were as follows: 1. The marketing strategies which influence people’s decision making to purchase
condominiums in Bang Saen Beach area, Chonburi province had the correlation coefficient of .72 with fivepredictive variables, namely: 1) Place 2) product 3) Physical Evidence 4) Price and 5) Promotion. The predictive value of the regression coefficient of the raw scores and the correlation coefficient of each variable had predictive power on decision making to purchase the condominiums in Bang Saen Beach area, Chonburi province at the critical level .01. 2. The marketing strategies on people’s purchasing condominiums in Bang Saen Beach area, Chonburi province could be arranged in order of the average of opinions as follows; 1) Place- the area located near the beach with convenient transportation and with the additional area for relaxation, 2) Product- having beautiful room, variety of services and image of the project, 3) Physical Evidence- having a club or area for central service like a Sport Club and beautiful and clean atmosphere, 4) Price- appropriate to the quality, interest rate and duration of paying installment, and 5) Promotion- having a beautiful sample room, advertisement through billboards and through online media.