Factors Influencing the Decision to Purchase a House in Muang District, Chaiyaphum Province

Jamikorn Kitklang, and Silada Intarasothonchun
Graduate student, College of Graduate Study in Management, Khon Kaen University
Lecture, Dr. Department of Computer Science, Faculty of Science, Khon Kaen University
* Corresponding author: [email protected]

Abstract
This research is to study factors influencing the decision to purchase a house in Muang District, Chaiyaphum Province by using questionnaire as a tool for data selection from 400 samples. The result showed that most people needed to purchase contemporary houses (46.75%) and modern houses (37.5%), two-storey single family houses cost between 2.5 - 4 million baht (41.75%) and one-storey single family houses cost between 1.5 – 2.5 million baht. Reason of purchase is for housing (90%). Factors influencing the decision to purchase a house include urban areas (59.25%), near workplace (54.00%), and near the city/community/ economic zone (51.50%). The importance level of marketing mix factors is at the high level including product (x̄=4.06), price (x̄=4.17), sales channels (x̄=4.11), and promotion (x̄ =3.94).

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