MARKETING MIX FACTORS THE PURCHASE A DETACHED HOUSE OF CONSUMERS IN NONTHABURI PROVINCE

Abstract

This research aims to 1) Study the marketing mix factors in the selection of single-detached houses by consumers in Nonthaburi Province. 2) To compare the marketing mix factors classified by personal factors of consumers who purchase single-detached houses in Nonthaburi Province. This is a quantitative research. The population used in this research is people in Nonthaburi Province. The sample group was 400 people, by using a convenience random sampling method to select the sample, and send the link to the sample group by scanning a QR Code. The statistics used were "X" ̅, S.D. and Analysis of Variance (T-Test, ANOVA). The results of the research found that 1) The marketing mix factors in the selection of single-detached houses by consumers in Nonthaburi Province, etc., were at the highest level overall ("X" ̅ = 4.79, S.D. = .326). When considering each aspect, it was found that the physical aspect was at the highest level ("X" ̅ = 4.83, S.D. = .344), followed by the work process aspect, and the aspect with the lowest average value was price, respectively. 2) The marketing mix factors classified by personal factors of consumers who purchase single-detached houses in Nonthaburi Province, when classified by personal factors, including gender, age, education level, occupation, status, monthly income, and number of family members, found that gender, age, occupation, status, and monthly income The differences significantly affect the purchasing decision of single-detached houses of consumers in Nonthaburi Province at the .05 level.