ลักษณะประชากรศาสตร์และปัจจัยส่วนประสมทางการตลาดในมุมมองผู้บริโภค (4C’s) ที่สัมพันธ์กับการตัดสินใจซื้อบ้านมือสอง ในอำเภอหาดใหญ่ จังหวัดสงขลา

Abstract

This Minor Thesis aims to study the information and relationship of demographic factors, consumer buying decision and the consumer perspective’s marketing mix factors (4C’s). The study conducted based on data collected from 275 people who interested to buy the second-hand houses. The results were analyzed by Descriptive statistics, Inferential analysis and Chi-Squared data analysis. The study found that the demographic characteristics are related to the consumer buying decision in the different way, especially the influential person. The 4C’s are also relevant. The 4C’s factor that they concern most was the Consumer’s cost. The Consumer demand, the Convenience and the Communication were second most important.