Marketing Mix in Purchasing Housing Estates Community In Mueang Kanchanaburi District ,Kanchanaburi Province
Keywords:
Marketing Mix, Purchasing, Housing EstatesAbstract
The objectives of this research were 1) to study the factors of the marketing mix in purchasing a gated community and 2) to compare the opinions towards marketing mix in purchasing a gated community classified by personal characteristics. The sample were 385 residents of housing estates in Mueang Kanchanaburi District Kanchanaburi Province, selected by using accidental sampling. The instrument was a 5 rating scales questionnaire with reliabilityof.94 The statistics for data collection were frequency distributions, percentage, mean, standard deviation, t-test, one-way ANOVA, and Scheffe's method.
The research results were as follows: (1) The overview of the marketing mix in purchasing a gated community in Mueang Kanchanaburi District Kanchanaburi Province was at a high level. Regarding the details, every aspect was at a high level, in a descending order from highest to lowest mean the results were as follows: product, price, promotion, and place. (2) The difference of gender, age, status, education, career, and salary of the residents did not affect the marketing mix in purchasing a gated community in Mueang Kanchanaburi District Kanchanaburi Province, in the overview and all aspects.
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