Factors Affecting The Use of Housing Loans Provided by Commercial Bank in Bangkok Metropolitan Region and Vicinity : A Case Study Bank of Ayudhya Public Company

Abstract

          The objectives of this research are to study the demographic factors, behavioral factors, and marketing mix factors (7P's) that affect the use of housing loans provided a commercial bank in Bangkok Metropolitan region and vicinity : A case study bank of Ayudhya public company. Four hundred and ten questionnaires are collected and analyzed using descriptive statistics and inferential statistics. The results reveal that the logistic regression can explain the probability to use housing loans provided by Ayudhya bank. Private firm employee choose to refinance loan with collateral detached house. They make decision by themself, but their family can also influence the decision. The important marketing mix factors (7P's) are the maximum loan limit, fast and  convenience approval process, well-trained stuffs with service mind and sufficient customer service facilities.