Demography, Consumer Behavior, and Marketing Mix Influencing the Decision Real Estate in Uttaradit Province

Abstract

          The objectives of this article were: 1) to study demographic, consumer behavior, marketing mix, and the real estate purchase decision in Uttaradit province; 2) to study the demographic and consumer behavior influencing this decision; and 3) to study the marketing mix impacting on this decision. It was quantitative research. The population consisted of 454,007 people residing in Uttaradit province. The sample consisted of 385 people. The sample was drawn by a multi-stage random sampling method. Data were collected by the questionnaires, and analyzed by the statistical tools (percentage, mean, standard deviation, and multiple regression analysis for the hypothesis testing).

           The research results showed the following. 1) Demography mostly included female, aged 30-40 years, with a single status, and bachelor's degree level. In addition, their average monthly income was between 25,001-35,000 Baht. They were mostly personal business owners/trading / freelance careers. There were 2-3 people. As for consumer behavior, it was found that they paid in cash and credit, and were interested to buy houses. The reason for buying was to own their real estate. The price range for the purchase was from 1,000,001 to 2,000,000 Baht. They decided to purchase the required area size of 51-80 square meters. For the marketing mix and purchasing decisions, it was found that the level was high in all aspects. 2) Demographic and consumer behavior influenced the real estate purchase decision. And 3) The marketing mix (product, place, promotion and price) influenced their decision.