Real Estate Purchasing Decisions Among Generation X and Generation Y Consumers of AP (Thailand) Public Company Limited
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Abstract
This quantitative study examined factors influencing real estate purchasing decisions among Generation X and Generation Y consumers, using AP (Thailand) Public Company Limited as a case study. The study focused on three independent variables: location factors, corporate image factors, and motivational factors. Data were collected through an online questionnaire from 400 consumers with perceptions or experiences related to real estate purchasing and analyzed using descriptive statistics and multiple regression analysis.
The findings showed that motivational factors received the highest level of agreement, followed by location and corporate image factors. Multiple regression analysis indicated that corporate image factors had a statistically significant positive influence on real estate purchasing decisions ( = 0.649, p < 0.001), while location factors also had a statistically significant influence (
= -0.159, p = 0.002). However, motivational factors did not have a statistically significant influence (
= 0.020, p = 0.733). The regression model explained 42.5% of the variance in purchasing decisions (R² = 0.425). Furthermore, no statistically significant difference was found between Generation X and Generation Y in their real estate purchasing decisions (t = -0.199, p = .843).
The findings suggest that corporate image and location are important factors influencing real estate purchasing decisions. The results can guide AP (Thailand) Public Company Limited in developing real estate projects and marketing strategies that emphasize corporate credibility, reputation, service quality, safety, convenience, and public utilities.
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References
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