Factors Influencing the Decision to Purchase Housing Estate Properties in Eastern Bangkok
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Abstract
This research aimed to investigate the factors influencing consumers’ decisions to purchase housing estate properties in eastern Bangkok. The study employed a quantitative research methodology. The sample consisted of 400 individuals who were interested in purchasing a house or had previous experience purchasing a housing estate property in eastern Bangkok, selected through convenience sampling. Data were collected using questionnaires and analyzed using multiple regression analysis.
The findings revealed that: (1) Buyer characteristics comprised social, cultural, and psychological factors; (2) Marketing mix factors comprised housing estate product, price, distribution channels, marketing promotion, personnel, management processes, and physical environment; (3) Buyer satisfaction comprised satisfaction with housing estate features, services, and location; (4) Developer-related factors comprised experience, credibility, and reputation; and (5) Overall, buyer characteristics, marketing mix factors, buyer satisfaction, and developer-related factors all had significant effects on consumers’ decisions to purchase housing estate properties. These findings demonstrate that the decision to purchase a housing estate property is influenced not only by economic factors and product quality, but also by complex psychological, social, and cultural factors. In particular, buyer characteristics were the strongest predictor of purchase decisions, indicating that home-buying behavior is closely associated with social values, group acceptance, and psychological motivations rather than being determined by price considerations alone.
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