A Study of Factors Influencing Customer Purchasing Decisions of Luxury Condominiums on Sukhumvit Area: Quattro Thong Lo, The Emporio Place, and Millennium Residence, Bangkok

Abstract

The residences in the center of the city have rapid growth that the developers have endured to launch greater demand for the customers. According to the luxury condominium, the prices are fairly excessive and requires a lot of elements to make a determination. This research targeted on the marketing strategy which related to the subject of the research that the elements affecting purchasing decisions of the luxury condominium on Sukhumvit area in Bangkok. Due to the ubiquity of condominiums, the development of venture has ceaselessly developed year by year and the condominium showcase has ended up exceedingly competitive. A survey was utilized and it was dispersed by means of stages. Data information were collected from questionnaire of 400 individuals who decided on buying condominiums in Bangkok. Discoveries of this investigate appear that marketing mix (4Ps), brand equity, consumer behaviors, lifestyles, and demographics are factually critical indicators for buy purposeful. Basic and practical recommendations for condominium designers also.The results found that the majority of respondents are single female. Their highest education were Bachelor’s degree, with the range of 41-50 years old. They worked with the private company with monthly income between 60,001-80,000 THB per month. The research results revealed that product and promotion are the factors which affect consumer decisions.