SERVICE MARKETING MIX AND EXTERNAL ENVIRONMENT THAT INFLUENCE THE DECISION TO PURCHASE THE HOUSING IN PHRA NAKHON SI AYUTTAYA PROVINCE Chaowalit Juntop

Abstract

The objective of this research were (1.) to study the level of service marketing mix for housing development (2.) to study external environment factor of housing development business (3.)to study decision making level when buying house (4.) to analyze service marketing mix factor of housing development that affect to decision making (5.) to analyze external factor of housing development business that affect to decision making by collecting information from customer who visit the housing development totally 390 cases out of 39 projects in PhraNakhon Si Ayuttayaprovince using Nonprobability Sampling method together with Convenience Sampling method. Questionnaires and statistical approach were used to gather and analyze the data in percentage, average, standard deviation and step wise regression analysis. Result showed (1.) the level of service marketing for housing development was at high level (2.) the level external factor of housing development business in macro level was at high level (3.) the holistically level of decision making when buying house in PhraNakhon Si Ayuttaya province was at high level. For factor that affect to decision making to buy housing development, the results shows that price factor (X_1.2) product factor (X_1.1) promotion factor (X_1.4)place factor (X_1.3)are significantly affect to decision making to buy house development (Y) at level0.05and they could be used to forecast the decision making to buy house development in PhraNakhon Si Ayuttayaprovince (Adjusted R²) at 70.90percent. External factor at macro level were technology factor (X2.5) social and culture factor (X^2.2)economic factor (X^2.1) and politic and regulation factor (X^2.3)significantly affect to decision making to buy house development (Y) at level 0.05and they could be used to forecast the decision making to buy house development in PhraNakhon Si Ayuttayaprovince (Adjusted R²) at 66.40percent.