Consumer Behavior and Service Marketing Mix in Purchasing Condominiums in Samut Prakan Province

Abstract

          The objectives of this research were 1) to study consumer behavior in purchasing condominiums in Samut Prakan Province, 2) to analyze the composition of the service marketing mix in purchasing condominiums among consumers in Samut Prakan Province, and 3) to study the condominium purchasing decision factors based on the service marketing mix concept. The data were collected from 400 consumers in Samut Prakan Province. The data were analyzed by using frequency distribution, percentage, mean, standard deviation, and confirmatory factor analysis. The results showed that the consumers in this study tended to find condominiums near their workplace and search for condominium information through the internet or websites. The consumers’ purchasing behavior was mostly influenced by themselves. Studio-type condominiums with a size of between 26 and 30 square meters and a price range of between 1,000,001 and 2,000,000 Baht were mostly purchased or intended to be purchased. Based on the service marketing mix concept, the factors with the highest loading impacted condominium purchasing behaviors in Samut Prakan Province were product, price, promotion, area/location, physical appearance, service process, and personnel. All condominium purchasing decision factors based on the service marketing mix concept were reported at a high level. The factor with the highest mean was price, followed by products, personnel, area/location, promotion, physical appearance, and service processes, respectively.