Competitive Advantage Approach and Brand Value of Real Estate Town Home Business in Pathum Thani Province

Abstract

This research aimed to; 1) study the brand value of real estate business in Pathum Thani Province, 2) study competitive advantage factors of real estate business in Pathum Thani Province, 3) analyze the relationship between the brand value of real estate business and competitive advantage factors of real estate business in Pathum Thani Province 4) propos the competitive advantage approach of real estate business in Pathum Thani Province. The research methodology was mixed method, qualitative metrology by In-depth interview 5 key informants who were executives of real estate businesses and a focus group to complete the competitive advantage approach of real estate business in Pathum Thani Province, via accidental sampling 385 respondents. The research instrument was a questionnaire. The analysis statistics were frequency, percentage, means, standard deviation, ranking, Pearson product-moment correlation coefficient, and multiple regression analysis.

The research results were as follows: 1) the brand value of real estate business in Pathum Thani Province at a high level were brand awareness, brand identity, brand preference, and brand loyalty respectively, 2) the competitive advantage factors of real estate business at a high important level, were differentiate,  physical features of the village, house, after-sales service, marketing promotion, project location, house price, and distribution, respectively,  3) the brand value of real estate business were at a high relationship with competitive advantage factors of real estate business in Pathum Thani Province classified by differentiate, house, and after-sales service, but other moderate level, 4) the competitive advantage approach of real estate business in Pathum Thani Province were location, differentiate , the house, physical features of the village, after-sales service, marketing promotion, distribution, house price, these factors prophesy the competitive advantage approach of real estate business in Pathum Thani Province of 61.1 %  at statistically significant level .05