Media exposure and the factors of marketing-mix affect on purchase decision condominium in bangkok: l.p.n. development public company limited

Abstract

This study aim to study the marketing factors and media exposure which have an effect on condominium purchasing of LPN Development Public Company Limited. It is a one-time information gathering survey research where questionnaires were provided to consumers who have purchased and lived in 6 different projects of LPN Development Public Company Limited in Bangkok area. The respondents were both males and females of age over 20 years old for 400 examples. Mixed Sampling was done by multiple processes. All data were analyzed by percentage, mean scores, t-test, one way ANOVA. The results showed that the demographies; gender, age, marital status, education level, income, number of family members, projects comparision, influential groups, budget, work space, are relevant to condominium purchasing decision behaviors. It was found that consumers were exposed to direct marketing the most, followed by advertising media and online media respectively. Moreover, it was found that consumers of different types of LPN.’s condominiums were exposed to different types of channels of LPN’s condominiums with statistical significance Regarding the marketing mix factors which affected the respondents’ purchasing decision, it was found that locations had the highest purchasing decision effect where they paid attention to the trends of land price and future development in the area, as well as the location of the project being in the important spot of the city. Morever, the respondents also gave importance to the product designs and product warrantee which affected their purchasing decisions the most. The price also had effects on the purchasing decision where the respondents gave importance to the length of installment payment as well as the banks’ loan interest while the respondents paid the least attention to the marketing promotions. It was found that buyers of different types of condominiums, namely Lumpini Suite, Lumpini Place, Lumpini Park, Lumpini Ville and Lumpini Center condominiums, used the locations as purchasing decision factor of LPN’s condominiums the most, except that the buyers of Lumpini Condo Town condominiums used the products as purchasing decision factor. Additionally, it was found that the respondents had purchasing budget between 1,600,000 – 2,000,000 bahts. They needed average work space less than 30 sq.m, and decided to purchase the condominiums by themselves. They purchased them as living units nearby their work place where they compared over 3 different projects before they dicided to purchase them.