Behavior and Importance of the Marketing Mix of Condominium Owners along Skytrain and Subway Orange Line (Thailand Cultural Centre – Min Buri)

Abstract

This research aims to (1) study the relationship between personal factors and condominium purchasing behavior along the Orange Line (Thailand Cultural Center - Min Buri), and (2) study the importance of marketing mix on condominium purchasing along the Orange Line (Thailand Cultural Center - Min Buri) of the public classified by personal factors. Currently, the Orange Line is waiting for service, causing condominium projects to emerge in the surrounding areas along the route. Data collection was conducted using a questionnaire to interview 385 condominium owners from 13 condominium projects along the Orange Line during October to November 2023 using Chi-square statistics and One-Way ANOVA. The results of the study found that the sample group made their own purchase decisions for the purpose of living in their daily lives because it would be convenient to travel if the Orange Line project opened and accessed information via social media channels such as YouTube, with influencers who reviewed condominiums as a motivation for purchasing. The budget for purchasing a condominium was approximately 2–3 million baht for a usable area of 34–40 square meters, 1-bedroom type. The sample group gave the most importance to the marketing factor of project location, followed by product, physical, price, service process, personnel, and marketing promotion, respectively. In addition, the sample groups with different personal factors will purchase condominiums by giving different importance to the marketing mix of price, promotion, service process, and personnel. Therefore, condominium operators should choose locations near the train stations, focus on security systems, and should provide additional training to develop the skills of sales staff.