Psychological Factors and Marketing Mix Factors Affecting the Decision of Choosing a Housing Loan from Government Financial Institutions of People with Low Incomes in Bangkok

Abstract

The objectives of this research were to (1) study the psychological factors that affect the decision to choose a home loan from a government financial institution for people in the low-income group. In Bangkok. (2) Study the marketing mix factors that affect the decision to choose a home loan from a government financial institution for people in the low-income group. In Bangkok. This research is a quantitative research. The research instrument was a questionnaire. The population is a group of low-income earners who use services from 7 government financial institutions in Bangkok, namely: Government Saving Bank , Bank for Agriculture and Agricultural Cooperatives , Government Housing Bank , Export-Import Bank of Thailand , Small and Medium Enterprise Development Bank of Thailand , ISLAMIC BANK OF THAILAND , Thai Credit Guarantee Corporation which has a large and uncertain population size. A convenient random sampling of 385 people. The statistics used in data analysis include multiple regression analysis and correlation coefficient.

The results were as follows:

1. 1. Psychological factors have a positive effect on the decision to choose housing from state financial institutions of low-income people in Bangkok at a statistically significant level of 0.01. Motivation and learning have a negative effect on the decision to choose housing from state financial institutions of low-income people in Bangkok at a statistically significant level of 0.01.
2. Service process, marketing promotion, location and distribution channels, and price and marketing promotion have a positive effect on the decision to choose a home loan from a state financial institution of low-income people in Bangkok at a statistically significant level of 0.01. The service of service personnel and products and services have a negative effect on the decision to choose a home loan from a state financial institution of low-income people in ...