MARKETING FACTORS AND SOCIO-CULTURAL FACTORS AFFECTING THE DECISION MAKING BEHAVIOR FOR RENT OF EMPLOYEES IN BANGPA-IN INDUSTRIAL IN PHRA NAKHON SI AYUTTHAYA PROVINCE
Keywords:
Service Marketing Mix, Socio-Cultural Factors, Renting Behavior, Decision of Rental Apartment of Employees.Abstract
The objectives of this study were; (1) to survey personal factors, service marketing mix, socio-cultural factors and apartment for rent behavior of employees in Bangpa-in Industrial Estate at Phra Nakhon Si Ayutthaya province, (2) to analyze the relation between the personal factors and apartment for rent decision making behavior of employees in Bangpa-in Industrial Estate at Phra Nakhon Si Ayutthaya province, (3) to analyze the influence of the marketing mix, affecting apartment for rent decisions of employees in Bangpa-in Industrial Estate in Phra Nakhon Si Ayutthaya province, (4) to analyze the influence of socio-cultural factors, affecting apartment for rent decision making of employees in Bangpa-in Industrial Estate at Phra Nakhon Si Ayutthaya province. The samples were 400 rented apartment of employees, using the multi-stage sampling in Bangpa-in Industrial Estate. Data were collected by questionnaires of frequency, percentage, mean, standard deviation, Chi-square test and binary logistic regression.
The results of the study were as follows:
(1) Most of the respondents were male, Thai, age between 31-35 years old, married, the average monthly income were 20,001-30,000 baht/month, live together of 1-2 persons. The most important were physical aspects of the service marketing mix. i.e. process, physical characteristics, place, social and cultural factors which were very important i.e. social role and family,
(2) Personal factors were middle-age between 31-35 years old, married, the average monthly income of 20,001-30,000 baht/month, live together with 1-2 persons which paid attention to the behavior of rent choosing for the family and need for travel convenience and aspects such as payment to the business which was not very high,
(3) Service marketing mix factors were product, place, people and process, affected apartment for rent decision making of employees in Bangpa-in Industrial Estate,
(4) Socio-cultural factors were subculture and social role, affected apartment for rent decision making of employees in Bangpa-in Industrial Estate.
References
Cochran, W. G. (1977). Sampling Techniques. New York: John Wiley & Sons, Inc.
Cronbach, L. J. (1990). Essentials of Psychology Testing. (5th Ed.). New York: Harper Collins Publishers.
Defleur, M. L. & Ball-Rokeach, S. J. (1996). Theories of Mass Communication. London: Longman.
Fan , C. (1982). Item Analysis Table. Princeton: Education Testing Service.
Kornblum, W. (2011). Sociology in a Changing World. (9th Ed.). Belmont:
Wadsworth.
Kotler, P. (2000). Marketing Management: Analyzing Consumer Marketing and Buyerbehavior. (10th Ed.). Upper Saddle River: Prentice Hall.
Kotler, P. & Keller, K. L. (2006). Marketing Management. (12th Ed.). Upper Saddle River NJ: Pearson Education.
Likert, R. (1967). The Method of Constructing and Attitude Scale. Newyork: Wiley & Son.
Lovelock, C. and Wirtz, J. (2011). Pricnciples of Service Marketing: People, Technology, Strategy. (7thEd.). Upper Saddle River: Pearson Education.
Omagwa, J. (2015). The Influence of Demographics on Owner - Occupied Housing Decisions: A Case of Apartment Households in Nairobi Country,Kenya. Advances in Management & Applied Economics, 5(4), 105-123.
Peter, P. & Olson, C.. (2010). Consumer Behavior & Marketing Strategy. Boston: Mcgraw-Hill.
Schiffman, L. G. & Kanuk, L.L. (2003) Consumer Behavior. Upper Saddle River, NJ: Prentice-Hall.
Downloads
Published
How to Cite
Issue
Section
License
In order to conform the copyright law, all article authors must sign the consignment agreement to transfer the copyright to the Journal including the finally revised original articles. Besides, the article authors must declare that the articles will be printed in only the Journal of MCU Journal of Social Sciences. If there are pictures, tables or contents that were printed before, the article authors must receive permission from the authors in writing and show the evidence to the editor before the article is printed. If it does not conform to the set criteria, the editor will remove the article from the Journal without any exceptions.
