Marketing Communication Guidelines for the Icon Low-Rise Residential Project in Khon Kaen Province
DOI:
https://doi.org/10.14456/ajmt.2025.22Keywords:
Exploratory Factor Analysis (EFA), Marketing Communication, Low-Rise Housing, Single-Detached HousingAbstract
The objective of this research was to develop marketing communication strategies for the "Icon Villa" low-rise residential project in Khon Kaen Province using a mixed-methods approach. The qualitative phase involved a literature review and semi-structured interviews to identify 35 observable variables. The quantitative phase employed exploratory factor analysis (EFA) with a questionnaire that demonstrated strong content validity (IOC = 1.00) and high reliability (Cronbach’s Alpha = 0.964). Data were collected from 400 potential homebuyers interested in low-rise residential projects. The analysis reduced the variables to three principal components, explaining 64.947% of the total variance: (1) marketing communication emphasizing long-term quality living communities, (2) marketing communication highlighting masterpiece-quality home design, and (3) marketing communication focusing on comprehensive value for buyers. These components were synthesized into the LMC Model (Living in a Meaningful Community), where L represents Long-term Living Community, M represents Masterpiece-Quality Design, and C represents Comprehensive Value. The LMC Model provides practical guidelines for developers to design targeted marketing communication strategies, enhance competitive differentiation, and strengthen project credibility.
References
Aguilar, F. J. (1967). Scanning the Business Environment. Macmillan.
Akkaradecha, J., & Wonglerdkunakorn, B. (2017). Marketing Communication Affecting the Interest in Buying Single-Detached Houses in Bangkok and Metropolitan Areas. Rangsit Graduate Journal of Business and Social Sciences, 2(2), 100–112.
Belch, G. E., & Belch, M. A. (2007). Advertising and Promotion: An Integrated Marketing Communications Perspective (7th ed.). McGraw-Hill.
Champachok, P., & Jetsadalak, W. (2018). Operational Environment and Service Quality: A Case Study of the Office of Music, Fine Arts Department, Ministry of Culture. Veridian E-Journal, Silpakorn University (Humanities, Social Sciences and Arts), 11(1), 1978–2003.
Charinsarn, A. (2018). Integrated Marketing Communication. Expert Net Publishing.
Comrey, A. L., & Lee, H. B. (1992). A First Course in Factor Analysis (2nd ed.). Lawrence Erlbaum.
Dot Property. (2015). Real Estate Vertical vs. Horizontal: Which is Better? (in Thai). https://www.dotproperty.co.th/blog/อสังหาฯแนวดิ่ง-vs-อสังหาฯแนวราบ
Humphrey, A. (2005). SWOT Analysis for Management Consulting. Stanford Research Institute.
Jumpakam, Y., & Sirisukanda, T. (2024). Marketing Communication Influencing Purchase Intention of Low-Rise Housing Projects. Journal of Communication Studies, 15(1), 25–44.
Kamonsujarit, P. (2023). Housing as a Long-Term Household Investment. Journal of Economics and Management, 18(3), 101–117.
Keynes, J. M. (1936). The General Theory of Employment, Interest, and Money. Macmillan.
Koskela, L., & Howell, G. (2002). The Underlying Theory of Project Management is Obsolete. In Proceedings of PMI Research Conference (pp. 293–302). Project Management Institute.
Kotler, P., & Armstrong, G. (2007). Principles of Marketing (12th ed.). Pearson.
Kouzes, J. M., & Posner, B. Z. (2007). The Leadership Challenge (4th ed.). Jossey-Bass.
Kwiankhokkruat, J., & Satawetin, P. (2025). Effectiveness of Marketing Communication Through Digital Public Relations Strategies on Digital Platforms: A Case Study of the 44th House and Condo Fair by K2L Advertising Agency Co., Ltd. Siam Communication Review Journal, 24(1), 189–204.
Niticheawakul, T. (2022). SWOT Analysis with Statistical Application. Journal of Quality of Life and Law, 18(1), 108–120.
Phromphakphing, B., Inmuang, Y., & Phongsiri, M. (2019). Khon Kaen: Growth, Challenges, and Opportunities. Thailand Environment Institute.
Phutthasassa, A. (2020). Development of Digital Marketing Promotion Strategies to Create Competitive Advantage for Community Enterprises in Kalasin Province. Journal of Management Technology, 1(2), 12–21.
Pinyo, T. (2018). Techniques for Interpreting Factor Analysis for Research. Panyapiwat Journal, 10(Special), 292–304.
Porter, M. E. (1990). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
Real Estate Information Center. (2024). Overview of the Residential Market in Northeastern Provinces, First Half of 2024. Author. https://www.reic.or.th/Activities/PressRelease/237
Real Estate Information Center. (2025). Annual Housing Market Situation Report 2025. Author. https://reic.or.th/News/RealEstate/469438
Rungnontrat Charinsarn, A. (2018). Integrated marketing communication. Expert Net Publishing.
Saengprasith, P., Tochaiwat, K., Satasuk, K., & Jeevasuwan, E. (2011). Marketing Strategies for Upper-Segment Single-Detached Housing Projects in Bangkok and Metropolitan Areas. Journal of Marketing, 5(2), 88–102.
Samphaothong, W. (2020). Utilizing Online Media and Influencer Marketing in Brand Awareness Creation. Journal of Communication and Marketing, 5(2), 88–102.
Siluang, K., & Phutachot, N. (2024). Service Marketing Mix Factors Influencing Residential Purchase Decisions in Mueang District, Roi Et Province. Journal of Roi Kaensarn Academi, 9(9), 351–362.
Srisamran, Y., Limyothin, P., & Jetsaritsangphan, J. (2024). Marketing Communication Channels Influencing Consumers’ Decision to Purchase Real Estate in Hat Yai District, Songkhla Province. Journal of Roi Kaensarn Academi, 9(8), 1333–1343.
Sukenti, R. (2023). Strategic Decision Support in Marketing and Finance. International Journal of Business Management, 21(4), 99–112.
Vanichbancha, K. (2009). Statistical Analysis: Statistics for Management and Research (6th ed.). Chulalongkorn University Press.
Wongmonta, S. (1997). All About Marketing Communication. Wisit Phatthana Publishing.
Worasuntarom, W. (2016). Marketing Communication Affecting Customer Perception of Mid- to High-End Condominium Products in Bangkok [Master' s independent study, Thammasat University].
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Faculty of Management Technology, Rajamangala University of Technology Isan Surin Campus
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะเทคโนโลยีการจัดการ มหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน วิทยาเขตสุรินทร์
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับคณะเทคโนโลยีการจัดการ มหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน วิทยาเขตสุรินทร์ และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
