Abstract:
This research aims to examine consumer house-buying behavior from the consumers’ perspective; to determine house purchasing decisions toward consumer demographics, marketing factors and internal factors and to explore the association between these factors and the consumer behavior in purchasing houses.
There were 403 respondents who were conveniently selected from people who work or live in Rayong and looking for a house or intending to purchase a house. The majority was 24 females’ ages between 25-35 years old, family size of 3-4 people, and married. Most of them earned a bachelor degree and worked as an employee for private companies with average monthly income between 15000-35000 Baht. The research used descriptive statistics i.e. mean, standard deviation to present the respondent’s demographic profiles, the important levels of marketing and internal factors on the decision making of house-buying behavior. Chi-square was employed to test the hypotheses at the significant level of 0.5.
The results indicated that the consumers did not buy houses because of the brand. Yet because of their quality and design. The majority of the respondents bought houses for living and preferred non-polluted environment as the first prior. For marketing factors, price was the most important factor influencing the purchasing decision. Furthermore, the results also shown that the importance level of product has a significant relationship with product choice, brand choice, and payment method; the importance level of price has a significant relationship with product choice, purchase timing, and payment method; the importance level of place has a significant relationship with product choice and payment method, yet the importance level of promotion has a significant relationship only with payment method.
Considering the internal factors, the involvement level has a significant relationship with product choice, brand choice, dealer choice, purchase timing, and payment method; feeling has a significant relationship with only product choice, brand choice, and payment method; experience has a significant relationship with product choice, purchase timing, and payment method; knowledge has a significant relationship with only product choice and payment method and personality has a significant relationship with purchase timing and payment method.
