Consumer Preferences for Detached Housing Projects in Flood-Prone Areas on The Khok Nong Na Model A Case Study of the Area Downstream of Ubolratana Dam, Khon Kaen

Abstract

Due to the flood-prone characteristics of Khon Kaen Province, combined with increasing housing demand and urban expansion, the development of residential projects using appropriate principles is essential to meet consumer needs. This research examines the development of single-detached housing projects based on the Khok Nong Na Model in the downstream area of the Ubolratana Dam. The study analyzed consumer demand, willingness to pay, expectations, socio-cultural compatibility, and sustainability. Data were collected from 200 purposively selected respondents using a structured questionnaire. The findings indicated that the majority of consumers prefer land plots ranging from 1 to 3 rai or more. There is a statistically significant relationship between willingness to pay more for better quality and monthly income (χ² = 42.732, p < 0.001). Most respondents preferred single-story tropical-style houses (101–150 sq.m.) priced not exceeding 4 million baht, with a willingness to pay an additional 10%. The most important features are security systems and solar energy systems (????̄ = 4.67–4.69). Large green spaces with mature trees and designated animal-raising areas are also considered important (????̄ = 4.12–4.49). There is a strong willingness to pay for flood insurance in flood-risk areas (χ² = 129.114, p < 0.001). The highest consumer expectations are safety and tranquility (????̄ = 4.80–4.81). Overall, 94.5–95.5% of respondents expressed positive opinions towards the project and its sustainability, indicating that consumers are receptive to residential developments based on the model, even within flood-prone zones.