THE MARKETING MIX FACTORS INFLUENCING INDUSTRIAL EMPLOYEES’ DECISION-MAKING IN PURCHASING A RESIDENCE IN THE EEC

Abstract

The purposes of the study were 1) To study the marketing mix factors influencing industrial employees’ decision-making in purchasing a residence in the EEC area and 2) To compare these factors based on personal characteristics, including gender, age, educational background, and monthly income. The research population consisted of employees residing within the EEC area, and data were collected from a sample of 400 employees with multi–stage sampling. The research instrument was a questionnaire with a reliability coefficient of 0.97. The statistical methods used in this study included mean, percentages, standard deviation, t-test, ANOVA, and pairwise comparison analysis using Scheffe’s test. The significance level was set at .05. The results revealed that most respondents were female, aged between 36 and 45 years, held a bachelor’s degree, and had a monthly income ranging from 30,001 to 45,000 Baht. The marketing mix factors influencing the decision to purchase a residence were rated at a high level overall and across individual aspects. The comparison of these factors based on gender, age, educational background, and monthly income showed statistically significant differences at the level of. 05. However, pairwise comparisons using Scheffe’s method revealed no statistically significant difference based on age. In contrast, statistically significant differences were found based on educational level and monthly income at the level of .05.