SERVICE MARKETING MIX AFFECTING LESS-THAN-5-MILLION-BAHT HOUSING ESTATE PURCHASE DECISION IN PHUTTHAMONTHON SAI 5 AREA, NAKHON PATHOM PROVINCE

Abstract

The purpose of this research was to study the service marketing mix affecting less-than-5-million-baht housing estate purchase decisions of consumers in Phutthamonthon Sai 5 Area, Nakhon Pathom Province. The total number of the sample was 400, consisting of a group of people who purchased a housing estate worth less than 5 million baht in the study area within the past three years. Questionnaires were used as a data collection tool. Frequency, percentage, mean and standard deviation were used as the descriptive analysis. To test the hypotheses, t-test statistics, one-way ANOVA, and multiple regression were utilized.

The results showed that the overall sample group had a high level of opinion toward the service marketing mix of the housing estate. The study of less-than-5-million-baht housing estate purchase decisions of consumers in Phutthamonthon Sai 5 Area, Nakhon Pathom Province in the past three years had the highest level of opinion. After the hypothesis testing, the results showed that the price factor affected housing purchase decisions at the highest level. Since customer pays attention to the right payment terms, entrepreneurs should focus on pricing strategy and value of the goods and services.