FACTOR AFFECTIING TO PURCHASE HOUSING ESTATE OF GENERATION Y PURCHASER

Abstract

Abstract

Because of the increasing of the population in Thailand, the residence has also increased. While the current trend of real estate and housing business is slowing down, it is necessary to be careful in spending because it is the basic factor of a human's life. This research focuses on the Generation Y people because they are a new generation of people with great importance and influence on society such as concepts, values and technology. The objective of this research is to study the factors affecting to buy housing estate for entrepreneurs to understand the behavior and consumer needs of Generation Y people in choosing to buy housing estate. Data were collected from the survey questionnaire from a sample of 400 people in Ladkrabang, Bangkok. The 95% confidence interval was determined, and the data was analyzed by SPSS program to find the percentage, arithmetic mean standard deviation. The statistics were tested for One-Way ANOVA and Confirmatory Factor Analysis (CFA). To study the factors affecting the choice of housing estate purchase by determining the factors of marketing mix and other factors. They can be grouped by their influence on decision as follows: Product, Price, Promotion, Place, Personnel, Physical Evidence, Processes, Locations, Utilities and Point view of Generation Y people. They were sorted in order of importance that the sample group values in descending importance. All of these factors influence the choice of housing estate and tend to develop to keep up with the needs of consumers in the future.