The Marketing Guidelines of Housing Development Project of M.T. Property 2018 Company Limited in the area of Hua Thale Sub-district, Nakhon Ratchasima Province

Abstract

The objectives of this research were 1) to study the marketing components of the housing estate project, and 2) To determine the marketing guidelines for the housing project of MT Property 2018 Co., Ltd. in Hua Thale Sub-district Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province. This research was a mixed method research that used qualitative research and quantitative research. Sampling groups were 510 samples, whom 10 key informent in the marketing of housing estate project from purposive sampling, and 500 People who want to buy a housing estate in the area Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province on a price of not more than 3,000,000 baht, within 3 years from convenience sampling. The data were collected by interview and questionnaires. The statistics used were percentage and exploratory factor analysis.

The following were the results:

1. The marketing components of the housing estate project can classify 6 elements. There were (1) M T model home design, (2) Tangible price, (3) Home promotion, (4) Omni-chanel, (5) Management process, and (6) Expert employee. The components of marketing components of the housing estate project was “MT HOME”.


2. The marketing guidelines for the housing project of MT Property 2018 Co., Ltd. in Hua Thale Sub-district Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province had 6 guidelines according by the components of the housing estate project marketing. That was guideline for marketing share, and the needs of consumers according to the context of the area. The total budget was 1,815,000 baht.