Developing Apartment Marketing Strategies In The District Of Nakhon Ratchasima Nakhon Ratchasima Province

Abstract

The research objectives were: 1) to study the consumer's apartment living behavior in Nakhon Ratchasima District, Nakhon Ratchasima Province; and 2) to analyze the needs of consumer marketing strategies in Nakhon Ratchasima District, Nakhon Ratchasima Province. The sample was the 400 apartment dwellers in Nakhon Ratchasima District, Nakhon Ratchasima Province, by the accidental random sampling. The research tool was the 5-level estimate rating scale questionnaire. The data analysis statistics were the mean, standard deviation, t-test, and One - way ANOVA.

       The research findings were:

1. The most consumers knew apartments recommended by friends or relatives, the person who influences renting was themselves, number of people staying in the room 2 people, rental period 1-2 years, rental rate 3,001 baht or more, and traveling to work/study by private car.
2. The marketing strategy overall was at a high level, with the highest mean was the product aspect, and the least mean was the employee aspect.
3. The results of comparing marketing strategies classified by gender and occupation, overall was not different.
4. The results of comparing marketing strategies by age, education level, and average monthly income found the overall and each aspect was different with statistical significance at the .05 level.