ปัจจัยที่ส่งผลต่อการตัดสินใจเลือกซื้อบ้านจัดสรร ของบุคลากรทางการแพทย์ ในเขตอำเภอเมือง จังหวัดยะลา

Abstract

Research on Factors Affecting Housing Estate Purchasing Decision of Medical Profession in Muang Yala District, Yala Province, The purpose of this study was to study guidelines for building housing estates to meet the needs of medical profession in Muang Yala District, Yala Province by using Sustainable Development Goals (SDGs) and other concepts as a qualitative research. Data were collected by in-depth interviews (In-depth Interview) from 6 medical professors in Muang Yala District, Yala Province and to study factors affecting housing estate purchasing decision of medical profession in Muang Yala District and contribute to business planning is a quantitative research data collection by questionnaire from medical profession in Muang Yala District, Yala Province, totaling 287 people. Descriptive data analysis using percentage, frequency distribution, mean and standard deviation and inferential analysis by T-test, One-way ANOVA and Multiple Regression Analysis at 0.05 significance level. The study found that principles for purchasing a housing estate by adopting the Sustainable Development Goals, goal 11, encouraging safer cities and human settlements to consider when buying housing as much as possible. For the analysis of factors affecting housing estate purchasing decision, it was found that 1) Individual factors are different. The decisions to purchase a housing estate are different. 2) The factors of consumer behavior are different. The decisions to buy a housing estate are different. 3) Marketing mix factors affecting the decision to purchase a housing estate in 3 aspects, price, distribution channel and personnel from a total of 7 aspects. This research is useful for knowing the needs of target customers who want to purchase a housing estates in the future.