Marketing Factors Affecting Consumers’ Decision to Purchase New Town Housing Projects in Surat Thani Province Marketing factors, Consumer decision-making, Housing projects

Abstract

This study aims to (1) examine the level of opinions on marketing factors influencing consumers’ decisions to purchase New Town housing projects in Surat Thani Province, and (2) compare these opinions based on personal demographic factors. The sample group consisted of 400 consumers who were either interested in or considering purchasing a New Town housing project, selected using a convenience sampling method. A questionnaire was utilized as the data collection tool, and the data were analyzed using descriptive statistics. Hypothesis testing was conducted using t-tests, one-way analysis of variance (ANOVA).

The findings revealed that consumers generally rated marketing factors as highly influential in their purchasing decisions. Among these factors, price was deemed the most important, followed by product features, physical characteristics and presentation, distribution channels, personnel, service processes, and marketing promotions. The comparison of consumer opinions based on personal factors—including gender, age, marital status, education, occupation, and average monthly income—indicated statistically significant differences at the 0.05 level.

These results provide valuable insights for developing marketing strategies that enhance competitiveness and foster a sustainable competitive advantage.