Factors Influencing Decision Making on Purchasing Condominiums along the MRT Purple Line among the Consumers in Nonthaburi District

Abstract

The objectives of this research are to study demographic factors influencing decision making on purchasing condominiums along the MRT Purple Line in Nonthaburi District and to study marketing factors influencing the decision making on purchasing them among the consumers in Nonthaburi District.  The sample, randomly selected by purposive sampling technique, consisted of 385 people including people who have already bought the condominiums there or ones who have just considered to buy them.  The research instrument was a questionnaire.  The statistical tools used for data analysis were percentage, mean, standard deviation, Multiple Linear Regression, t-test and F-test.  

The findings were as follows:

1) In terms of demographic factors, as a whole, differences in gender, age, marital status, levels of education, income, budget, liability and debt payoff duration have influenced the decision making on purchasing condominiums along the MRT Purple Line among the consumers in Nonthaburi District with the significant level of 0.05.

2) In terms of marketing factors, as a whole, price, location, corporate image and reputation, marketing promotion, process, and physical aspects have been the main 6 factors influencing the decision making on purchasing condominiums along the MRT Purple Line among the consumers in Nonthaburi District with the significant level of 0.05, especially in the following 3 factors: price, physical aspects and process respectively.