ปัจจัยที่มีผลต่อการตัดสินใจซื้อของประชาชนในการซื้อทรัพย์สินรอการขายของบริษัทบริหารสินทรัพย์ กรุงเทพพาณิชย์ จำกัด (มหาชน) สำนักงานภูเก็ต

Abstract

This study aims to investigate the behaviors and factors influencing the decision to purchase pending properties of Bangkok Commercial Asset Management Public Company Limited in their Phuket office. The sample group for this study consists of individuals aged 25 and above, totaling 385 samples. The sample selection process involves two steps: the first step is quota sampling, and the second step is convenience sampling. A questionnaire is used as a research tool. Statistical analyses used in data analysis include percentages, means, frequency distributions, and standard deviations. Additionally, inferential analyses are conducted using T-tests, F-tests for one-way ANOVA, and multiple regression analysis at a 95% confidence level or 5% margin of error. The study findings reveal that: 1) Personal factors such as age, marital status, occupation, and differing income levels significantly influence the decision to purchase pending properties. 2) Consumer behavior factors, including the type of pending properties, purchasing channels, decision-making timeframes, purchasing objectives, stakeholders in the decision-making process, and decision-making processes, all have an impact on the decision to purchase pending properties. 3) Marketing mix factors, such as physical attributes and presentation, marketing promotion, process, and pricing, all have an impact on the decision to purchase pending properties. This study is beneficial in understanding the customer groups interested in purchasing pending properties.