Factors Effecting Consumer Behavior of Buying a Single Housing Estate

The purpose of this study was to determine the factors effecting customer behavior of buying a single housing estate. Samples were 93 previous customers who bought their homes from The Extenso2 Land developer by using a check list and rating scale questionnaire. The statistics used for data analysis were percentage, mean, and standard deviation. Statistical hypothesis testing were Chi Square and multiple regression analysis. The findings indicated that most of respondents were females, age between 26-30 years old, marriage status, work for private corporations, bachelor degree graduated, average income between 30,000-40,000 baht, more than 4 persons of family members, received information from the bill board, considered location estate area, family influenced in buying decision, service after sale, and prices 3.29 million baht. The average picture of the opinions on marketing mix factors of customer behavior in buying a single housing estate were at medium level with following reasons, such as price, location, product, and sale promotion. The hypothesis testing revealed that the personal different of occupation, education, and income effected the factors of customer behavior in buying a single housing estate at statistical significant 0.05 level. Marketing mix factors, such as product designed, price, modest leasing policy, sale promotion were related to factors of customer behavior of buying a single housing estate at statistical significant 0.05 level. Recommendations from this study were that housing estate developers could improve on sale promotion, appropriate housing price, product material quality, unique design which was different from other estate in order to attract consumers into buying decision.