Factors that influence the decisions of consumers whose parents already have a house in Bangkok and/or its immediate vicinity to purchase a condominium within Bangkok

Abstract

This study investigates the factors influencing the decision of consumers, whose parents already own houses in Bangkok and its immediate vicinity, to purchase condominiums within the same area. Utilizing qualitative research methods, interviews were conducted with ten participants aged 23-35, providing insights into their motivations and decision-making processes. The research identified personal freedom, locational convenience, price sensitivity, brand trustworthiness, and investment prospects as critical factors influencing these decisions. The findings suggest that younger consumers prioritize independence and convenience, which significantly impact their purchasing behavior. The study contributes to the real estate marketing literature by highlighting specific buyer preferences in Bangkok's competitive condominium market and suggests practical implications for developers to align their strategies with the evolving needs of potential buyers.