MARKETING COMMUNICATION THAT INFLUENCES THE PURCHASING DECISIONS OF CONSUMERS FOR SINGLE-FAMILY RESIDENTIAL PROPERTIES IN THE DISTRICT OF MUEANG UTTARADIT PROVINCE

Abstract

The purposes of this research were to; 1) About the study of personal factors In general, the selection of marketing communication and research on the purchase of single-family homes of consumers in Mueang District, Uttaradit Province 2) The study to know the importance of personal In general, the purchase of the observed and marketing communication that often buys the observed single-family homes of consumers in the urban area of ​​Uttaradit Province The sample group is a representative sample of viewers who have the qualifications to purchase homes, 385 people were surveyed. Purposive sampling was calculated using Cochran's formula. The research components are data analysis, ready-made programs, data recording methods, including computer values, standard components, personal data analysis, one-way and multiple regression analysis. The results of the study found that marketing communication and the purchase of single homes can be observed a lot ( = 3.71, S.D. = 0.43, = 4.06, S.D. = 0.36). Students' personal characteristics in terms of education level, status, average monthly income and occupation, not history of purchase, statistical reports, schools choose to buy that are important in the issues of where to buy and how to buy. The statistical purchasing structure at the 0.05 level communicates marketing information according to the demand for purchasing a modular residential unit, control system 31.50 (R² = 0.315).