STUDY THE HOUSING NEEDS OF THE PERSONNEL ALLOCATION PROJECT IN UDON THANI RAJABHAT UNIVERSITY

Abstract

The purpose of this research is to examine the employee demographics, demand for housing, and marketing mix factors (4Ps) affecting purchase intention at Udon Thani Rajabhat University. Moreover, we examine how demand for housing innovation affects employee purchase. In addition, this study serves as a guideline for planning strategies with competitive advantage for entrepreneurs. Structured questionnaires and interviews were conducted among 285 employees at Udon Thani Rajabhat University who had purchase decision powers and had experiences in buying homes. Descriptive statistical analysis was utilized to analyze demographic and consumer behavior data consists of frequency distribution, percentage, mean, and standard deviation. The inferential statistics tests utilized for hypothesis testing were  Independent Sample T-Test, One-Way ANOVA, and Chi-Square test which revealed a statistical significance level of 0.05.

          The majority of respondents were 31–40 years old married females with undergraduate degrees from the Faculty of Humanities and Social Sciences. They own a house, car, have households of have 3-4 people, and have average monthly incomes of 20,001–30,000 baht. The average time for deciding to buy a house was more than 3 years. The main purpose buying a house was to be independent. They buy houses by themselves. The average purchase price was 2,000,001-3,000,000 baht. The most popular housing style was single-story detached house with 3 bedrooms, 2 bathrooms, and 2 cars parking spaces. The hypothesis testing indicated that the factors of price, down payment, size, usable area, promotion, facilities, and interior furniture significantly affected purchase intention.