รูปแบบการดำเนินชีวิตที่เหมาะสมสำหรับการอยู่อาศัยในคอนโดมิเนียมในพื้นที่ต่างจังหวัด

Abstract

This research aims (1) to study the process of condominium buying decision of condominium residents in Hatyai City Municipality, (2) to study and analyze lifestyle of residents living in condominium residents in Hatyai City Municipality according to activities, interests, and opinion and (3) to assess satisfaction of living in condominium among condominium residents in Hatyai City Municipality This research was conducted through survey research with questionnaires as a tool to collect data from 352 samples of owners and residents of 17 condominium projects in Hatyai City Municipality that registered with Department of Lands within vicinity of Hatyai City Municipality, Songkhla province as at 2015. The data analysis of this research was implemented with Factor Analysis. The results revealed that lifestyle has been classified into 10 groups, which are 1) Globalized Human 2) Public Consciousness 3) Family Lover 4) Enthusiastic 5) Ego 6) Relax 7) Solitude 8) Determined 9) Aesthetic 10) Life-Balance, from the Factor Analysis. The lifestyle that had not used the decision making process to buy condominiums for living in Hat Yai municipality was divided into two lifestyle: the Aesthetic lifestyle in problem recognition process and the Solitary lifestyle in search process. The Ego lifestyle did not satisfaction of living in condominium among condominium residents in Hatyai City Municipality. In conclusion, the Globalized Human, the Public Consciousness, the Family Lover, the Enthusiastic, the Relax, the Solitude, the Determined, the Aesthetic and the Life-Balance are the suited lifestyle to live in condominium within Hatyai City Municipality. The condominium entrepreneurs can identify the strategies to meet the lifestyle of their target groups. And, consumers can self-assess whether they are suitable for living in condominiums in Hatyai City Municipality.