LEVEL OF IMPORTANCE OF FACTORS AFFECTING TO PURCHASING DECISIONS PREOWNED DETACHED HOUSE

Abstract

Main objective of this research is analyzing the importance of factors affecting to purchasing decisions preowned detached house which specific study area in Lam Luk Kam district, Pathum Thani Province with modified analytical hierarchy process (modified AHP). The main factors in the analysis were price and product. It was found that the price factor had a weight of up to 63.4 percent, which is almost twice as much as the product factor. Moreover, when analyzed into the price’s secondary factors, it was found that the first three most important factors are 1) cheaper than new houses in the same location, 2) the selling price is appropriate, 3) the price can be negotiated. In addition, when analyzing product’s secondary factors were also found to location factors are more important than the houses’ physical factors. Finally, deciding to purchase a preowned detached house In Lam Luk Ka district, Pathum Thani province depends on the price must be competitive with new houses in the same location. It must also be appropriate to the physical characteristics of the house in the feelings of those making the purchase decision.