????????????? 3.0 ???????? 3i ???????????????????????????????????????????????????????????????

Abstract

The objectives of this research were to study marketing 3.0 model 3i that affect customer�s behavior whose purchase detached house in Pattani Province. This quantitative research distributed 287 questionnaires to consumers, whose making decision to purchase detached house in Pattani Province. The hypotheses were tested using statics including percentage, average, One way ANOVA F-test and Chi-Square test, which is the teste of relationship between demographic characteristics and consumer�s behavior on purchasing detached house in Pattani Province at the statistically level of 0.05.The findings reveal that the majority of the respondents were female, were between 30-40 years old, were marital status, with a bachelor�s degree education, being servants/state enterprise employees, there are 4-6 family members, with monthly income of 40,001-60,000 bath. The analysis indicates that 1) Regarding to demographic characteristics, different gender did not influence consumer�s behavior to purchase a detached house in Pattani Province in all aspects, including the period of consideration before deciding to purchase a detached house, the reason for the decision to buy a current detached house, the price of a detached house, the method of paying home fees, the purpose of buying a detached house, the one who influence to make the decision to purchased detached house, the marketing media to used to making a decision to purchased a detached house and the factors that made the consumer to make a decision to purchases a detached house, except location and price at the statistically level of 0.05. 2) The study on to demographic characteristics, it was found that the different of gender, age, status, education, occupation, family members and income did not related to the marketing 3.0 that include brand identity, brand integrity, and brand image of the consumer whose purchased a detached house in Pattani Province 3) The study on the marketing 3.0 that include brand identity, brand integrity, and brand image did not related to the consumer�s behavior who purchased a detached house in Pattani Province in all aspects including the period of consideration before deciding to purchase a detached house, the reason for the decision to buy a current detached house, the price of a detached house, the method of paying home fees, the purpose of buying a detached house, the one who influence to make the decision to purchased detached house, the marketing media to used to making a decision to purchased a detached house and the factors that made the consumer to make a decision to purchases a detached house, except location and price at the statistically level of 0.05.

????????????????????????????????????????????????????? 3.0 ???????? 3i ???????????????????????????????????????????????????????????????????????????? ???????????????????????????????????????????????? (Quantitative research) ????????????????? 287 ?? ???????????????? ?????????????????????????????????????????????????? ??????????????????????????? ????????? One way ANOVA F-test ??? ???????? (Chi-Square Test) ???????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????? ???????????????????????????????? 0.05?????????? ????? ??????????????????? ???????????????? 30-40 ?? ????????????? ???????????????????????? ????????????????/??????????? ??????????????????????? (????????????????) 4-6 ?? ??????????? ?????????? 40,001-60,000 ??? ?????????????? ????? 1) ???????????????????????????????????????? ?????????????????????????????????????????????????????????????? ?????? ?????????????????????????????????????????????????? ????????????????????????????????????????????????????????? ?????????????????????????????????? ?????????????????????? ????????????????????????????????????????? ????????????????????????????????????????????????????? ???????????????????????????? ?????????????????????????????????????????? ??????????????????????????????????????????? ????????????????? ? ????????????????????? 0.05 2) ???????????????????????? ??? ???? ??????? ????????????? ????? ????????????????????? ??????????????????????? ???????????????????????????????? 3.0 ???????????????????????? ????????????????????????????? ????????????????????????????????????????????????????????????????????????????? ? ????????????????????? 0.05 3) ????????????? 3.0 ???????? 3i ????????????????????????? ????????????????????????????? ????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????? ?????? ?????????????????????????????????????????????????? ????????????????????????????????????????????????????????? ?????????????????????????????????? ?????????????????????? ????????????????????????????????????????? ????????????????????????????????????????????????????? ???????????????????????????? ?????????????????????????????????????????? ??????????????????????????????????????????? ????????????????? ? ????????????????????? 0.05