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Title: | A Study of Factors Influencing Customer Purchasing Decisions of Luxury Condominiums on Sukhumvit Area: Quattro Thong Lo, The Emporio Place, and Millennium Residence, Bangkok |
Authors: | Chantima Jirakittikul |
Keywords: | Marketing Strategy Marketing Mix Brand Equity Consumer Behavior Lifestyles Demographics Condominium Product Design Product Quality Purchasing Decision Service Quality Luxury Condominium |
Issue Date: | 2018 |
Publisher: | Bangkok University |
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. |
Description: | Independent Study (M.B.A.)--Graduate School, Bangkok University, 2018 |
Subjects: | Condominiums Condominiums -- Decision making Consumer behavior -- Case studies Condominiums -- Marketing -- Research Condominiums -- Purchasing -- Research Consumer behavior -- Research Apartment houses -- Case studies Apartment houses -- Decision making |
Advisor(s): | Sumas Wongsunopparat |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/3629 |
Appears in Collections: | Independent Studies - Master Independent Studies
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