GUIDELINES FOR DEVELOPING THE BRAND VALUE OF RESIDENTIAL CONDOMINIUM THROUGH MARKETING STRATEGIES PERCEPTION OF BRAND VALUE THAT AFFECTING THE DECISION TO BUY RESIDENTIAL CONDOMINIUMS ALONG SKY TRAIN ROUTES IN BANGKOK AND ITS VICINITY

Abstract

The objectives of this study were to study: 1) the level of marketing strategy, perceived brand equity, brand equity, and the decision to buy condominiums near the electric train systems in Bangkok and its vicinity; 2) the relationship between marketing strategy, perceived brand equity, and brand equity of condominiums near the electric train systems in Bangkok and its vicinity; 3) the influence of brand equity on the decision to purchase condominiums near the electric train systems in Bangkok and its vicinity; and 4) the guidelines for developing the brand equity of condominiums near the electric train systems in Bangkok and its vicinity. This research adopted mixed research, quantitative research uses questionnaires as a tool to collect information on consumers who decide to purchase residential condominiums in the vicinity of BTS train lines in Bangkok. Around 500 samples, were used to analyze data Including frequency, percentage, mean, standard deviation together with structural equation model (SEM) analysis. As for the qualitative research, by in-depth interviews with 16 key informants, divided into 2 groups: 8 consumers who decided to purchase residential condominiums along the electric train line and 8 academics and residential condominium executives.
The results of quantitative research showed that the structural equation model indicated that the influence of marketing strategy and consumers’ perceived brand equity affecting the decision to buy condominiums near the electric train systems in Bangkok and its vicinity was consistent with the empirical data with 2 = 83.313, df = 64, p-value = 0.053, 2/df = 1.302, GFI = 0.984, AGFI = 0.944, and RMSEA = 0.025. In addition, the results revealed that 1) the marketing strategy affected the perceived brand equity of condominiums near the electric train systems in Bangkok and its vicinity; 2) the marketing strategy affected the brand equity of condominiums near the electric train systems in Bangkok and its vicinity; 3) the consumers’ perceive brand equity affected the brand equity of condominiums near the electric train systems in Bangkok and its vicinity; and 4) the brand equity affected the decision to purchase condominiums near the electric train systems in Bangkok and its vicinity.
As for qualitative research results, all key informants agreed that 1) marketing strategies affected the perception of brand value of residential condominiums along the electric train lines in Bangkok and surrounding areas. 2) marketing strategies affected the brand value of residential condominiums. electric train lines in Bangkok and the surrounding area; 3) perception of brand value affected the brand value of residential condominiums along the electric train lines in Bangkok and the surrounding area; and 4) brand value affected the decision to purchase residential condominiums along the electric train lines in Bangkok and the surrounding area. The guidelines for developing the brand value of residential condominiums along the electric train lines in Bangkok and surrounding areas are as follows: 1) Entrepreneurs must adjust product strategies to become key success factors by developing ready-to-move-in residential condominiums, before opening for sale, in order to reduce product problems that will cause negative brand value from the perspective consumers. If the product strategy has been adjusted, there will be continuous improvement and development of internal processes to meet the needs of consumers. Deliver the highest quality products to consumers, and demonstrate the management good governance in every dimension will increase entrepreneurs added value in all dimension as well. Whether it is about brand value, consumer perception of brand value which is very important currently as they well be used in making decisions about purchasing residential condominiums by consumer. 2) Rapid changes in technology and new ways of traveling for consumers have made digital marketing tools are important. Entrepreneurs should use digital marketing communications as a guideline in developing product strategies. To communicate in developing product strategies to have a good image well also be a pattern for continuing to conduct business.