Factors Influencing Housing Purchase Decisions of Generation - Y in Mueang Chachoengsao District

Abstract

           The objectives of this research were: 1) examine the factors influencing the housing purchase decision of Generation Y consumers, 2) investigate the problems and constraints affecting housing purchase decisions, and 3) provide recommendations regarding the factors influencing the housing purchase decision of Generation Y, classified by personal factors. The sample consisted of 396 Generation Y individuals aged 21–40 years residing in Mueang Chachoengsao District, Chachoengsao Province. A mixed-methods approach was employed. Data were collected from academic documents, questionnaires, and in-depth interviews. Quantitative data were analyzed using frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, and simple linear regression, while qualitative data were analyzed by descriptive analysis. The findings revealed that 1) the factors influencing the housing purchase decision of Generation Y were overall at a high level. Among the dimensions, place had the highest mean, followed by product, promotion, and price. The hypothesis testing further showed that age, occupation, and the marketing mix factors ได้แก่ product, price, place, and promotion differed significantly at the 0.05 level. 2) The major problems and constraints affecting housing purchase decisions included price burden, the mismatch between income and installment affordability, location limitations, and incomplete or non-transparent project information, all of which affected consumers’ confidence and purchase decisions. 3) The study recommends that entrepreneurs should emphasize market segmentation based on age and occupation, develop products that fit the lifestyle of younger generations, set prices consistent with purchasing power, and communicate project information through digital channels in a complete, clear, and reliable manner.