Marketing Mix of the Chao Phraya Riverside Condominiums

     The objectives of this research were: 1) to study personal factors of consumers’ purchasing the Chao Phraya Riverside Condominiums; 2) to study marketing mix influencing their choice to purchase the condominiums; and 3) to study relationship between personal factors and marketing mix influencing their choice to purchase the condominiums. Samples included 200 consumers. Questionnaires were used to collect the data. Statistics used included frequency, percentage, standard deviation, t-test, F-test (ANOVA) and Scheffe’s multiple comparison test. The level of significance used was 0.05. Outcome of the research revealed that the majority of respondents were female, 36-40 years of age, bachelor degree graduates, married, working for government and government enterprises with monthly income between 40,001-60,000 baht. Overall scores on marketing mix (customer wants and needs, consumer’s cost to satisfy, convenience to buy, and marketing communication) were high on a given rating scale. Study of consumers’ behavior indicated that sex, education, occupation, marital status, and monthly income were influential to their choice of purchasing the condominiums at a 0.05 level of significance, which were high on the given rating scale. The study of consumers’ behavior indicated that sex, education, occupation, marital status, and monthly income were influential to their choice of purchasing the condominiums at a 0.05 level of significance.

Credit :  ชนินทร์ วิชชุลตา // ญาณกร โท้ประยูร

https://so05.tci-thaijo.org/index.php/irdssru/article/view/213775