The Marketing Mix
of Housing Business Regarding to Consumer Needs in Bankhuntian District
Received : 25/11/62 NattawatChalearmtruprevised : 23/07/63 Pattra Sukasukon
accepted : 14/11/63 Jirapong Ruanggoon
Abstract
The objective of
this research was to study the marketing mix of housing business regarding to
consumer needs in Bankhuntian District. The population was the consumers
working in government and private agencies in Bankhuntian District. The samples
were 385 people calculated based on W.G. Cochran principle. The research
instrument was a questionnaire. The findings were analyzed as frequency and
percentage. Twelve consumers buying housing in Bankhuntian District were
interviewed and the data was analyzedby content analysis.
The results revealed that consumers needed a
single housing unit for 3-4 family members living together in 50-100 square
meters area. Air-condition provided, materials of the building were strong and
durable including the provided security. The purchasable price was between
1,000,000-3,000,000 Baht on par with the quality of the house. Central
servicecharge as a whole was not more than 1,000 Baht/month, on yearly payment
through banking deposit. Purchasing process should be done through company
selling personnel. The house should be located close to office, market, and electric
train line. Information should be received through cell phone. The detailed
information of the project and building structure assurance were influential
factors for buying. The sale personnel should wear company uniform, be polite
and working hours should be between08.00-17.00. The sale information should be
clear and simplified. The consumers should be able to tell problems
conveniently and the problems should be solved within a week. The house should
be designed in Thai life style, clear atmosphere, ventilated, natural shady landscape,
with neighbors having similar life-style and having activities to strengthen
the relationships. The interviews revealed that the consumers were interested
in Bankhuntian area because it was suburb with good environment, convenient
transportation, close to city center and various convenient facilities were
available. The problems included bank loan which was not in full payment, and
the area becoming flooded after rain. Security, safety and livable scenery were
required within the housing project.
Keywords marketing mix,
consumer behavior, housing
Student, Master of Business Administration, Faculty of
Management Science, Dhonburi Rajabhat University. E-mail: thom.142521@hotmail.com
Assistant Professor, Faculty of Management Science,
Dhonburi Rajabhat University
Assistant Professor, Faculty of Management Science,
Dhonburi Rajabhat University
