Factors Affecting Consumer’s Decision to Choose a Home Construction Company in Chiangmai Province

Abstract

This research aims to (1) examine the 7Ps marketing mix factors and consumer decision-making when selecting home construction companies in Chiang Mai province, (2) compare the decision-making process for selecting home construction companies in Chiang Mai based on income and family size, and (3) study the 7Ps marketing mix factors influencing consumers' choice of home construction services in Chiang Mai. This quantitative research involved a sample of 400 individuals whose permanent residence is live in Chiang Mai Province, selected through accidental sampling. A questionnaire was used as the research instrument the statistical methods used for data analysis include descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics, specifically multiple regression analysis using the enter method. The level of statistical significance was set at 0.05

The results were as follows: 1) The marketing mix factors and decision-making process were found to be of the highest importance. 2) Personal factors indicated that income differences led to varying decisions regarding home construction companies among Chiang Mai consumers. Additionally, differences in family size resulted in significant differences in decision-making across consumers. 3) Five aspects of the 7Ps marketing mix—price, process, people, physical evidence, and product  consumers' choice of home construction companies in Chiang Mai at a 0.05 significance level.