Factors influencing consumer purchasing decision in resale condomimium market in Bangkok

Abstract

The real estate industry is one of the fastest growing industries in Thailand. This research focuses on the real estate in terms of resale condominium in the Bangkokarea. It aims to understand the factors that could help consumer to make decision on purchasing the resale condominium. This research uses the Marketing Mix factor to conduct the understandings of which factor has the most influential effect on consumer when purchasing the resale condominium in the Bangkok area. In other words, it studies whether product factor, price factor, place factor or promotion factor are the most important factor so that it will help salesperson to have a clearer view on how to focus when selling the resale condominium in the Bangkok area.