Important Marketing Mix Factors Affecting Condominium Purchase Decision at Thong Lor Area, Sukhumvit Rd, Bangkok

Abstract

This research aimed to 1) study the level of important marketing mix factors affecting condominium purchase decisions at Thong Lor area, Sukhumvit Rd., Bangkok, and 2) compare the important marketing mix factors affecting condominium purchase decision at Thong Lor area Sukhumvit Rd., Bangkok, classified by personal factors. The samples consisted of 385 visitors (potential customers) at the condominium’s sale office in the Thong Lor area, Sukhumvit Rd, Bangkok. By determining the sample size according to Suzie Sangren’s formula for sample size calculation in the case of an unknown population, with a 95% confidence level and 5% acceptable error, and using accidental sampling. The instrument used for the study was a questionnaire with an Index of item-objective congruence (IOC) between 0.67-1.00 and an overall reliability of 0.84. The statistics used for data analysis were percentage, mean, standard deviation, t-test and One-way ANOVA (F-test) for testing of variance as well as pair-wise comparison by means of Scheffé’s method.

The results were as follows: 1) The important marketing mix factors affecting the condominium purchase decision at Thong Lor area, Sukhumvit Rd., Bangkok. Overall, it was at a high level. The most important factor in a condominium purchase decision was the product, followed by the price, the places (the distribution channels), and the promotion respectively. 2) The consumers who were of different gender, ages, educational levels, occupations, and incomes gave priority toward marketing mix factors on condominium purchase decisions in the Thong Lor area, Sukhumvit Rd., Bangkok. Overall, it was not different at a statistical significance level of .05.