Marketing Strategy Rental and Sales Condominium Bangkok Metropolitan Region
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Abstract
The purpose of this research was to (1) study the satisfaction and Demand Behaviour of Rental - Sales Residential Buildings and Condominiums in Bangkok and Metropolitan Areas (2) To analyse Leader cost strategy. Strategy to make a difference and targeting strategies and target group (3) To create a suitable rental-sales marketing strategy, is an entrepreneur. 331 people and qualitative research are 10 executives, entrepreneurs in Bangkok and 10 metropolitan areas. Statistics used in data analysis are percentage, average, standard deviation, chi-square statistics and structural equation analysis (SEM) with program The research shows that: 1. Rental - Sales Select projects that have secured an average rating. ( = 4.63, S.D. = .538) With utilities The club has an average score. ( = 4.24, S.D. = .925) And those located near the train have an average rating ( = 4.21, S.D. = .674) Interested in a project with a well-known company with an average score ( =4.52, S.D. = .500) The luxury project has an average rating. ( = 4.50, S.D. = .501) There is a procedure for introducing good loans from financial institutions with an average score. ( = 4.30, S.D. = .781) And there are rental-buying deciding factors According to the social trend for acceptance Have an average rating ( = 4.60, S.D. = .496) And from seeing the model house or room before making a decision, there is an average score ( = 4.77, S.D. = .421) 2. The leader cost strategies by reducing physical costs. Make a strategy to make a difference (Differentiation) develop products that tenants-buy pay attention Commercial buildings or condominiums, priced at 2,000,001-2,500,000 baht and at 4,500,001-5,000,000 baht) and Targeting strategies and target customers (Focus strategy), which are business people Business owners aged 35-49 years, which also provides the same meaning. 3. There are 9 elements of the variable which are positive, consisting of personal information, occupation, income, marketing factors Product (P1), location (P3), sales promotion (P5), human (P5), process (P7). Rental-sales decision factors Perception-Learn (Y2) and after sales service (Y3), the observable variable has the highest component weight in terms of income, with the weight of 1.07 in People (P5) with the weight of .92 in addition to considering the weight of the composition. Can also be considered from the prediction coefficient (R ^ 2), which also provides the same meaning.
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