Consumer Behavior and Marketing Mix Factors Affecting Housing Purchasing Demand in Mueang District, Chiang Mai Province Post-Earthquake

Abstract

The objectives of this research were to: 1) investigate the housing purchasing behavior of consumers in Mueang District, Chiang Mai Province, following earthquake events, including the comparison of behavior differences based on demographic characteristics 2) analyze the marketing mix factors affecting housing purchasing demand post-earthquake and 3) examine the importance of structural safety factors affecting the tendency to purchase. The sample group consisted of 400 consumers in Mueang District, Chiang Mai Province, who had an intention to purchase a house or condominium. The majority of the respondents were female (53%), aged between 25–34 years (56.75%), held a bachelor’s degree (69.5%), and worked as government/state enterprise officers or private company employees (totaling 70.00%). Most had an average monthly income between 15,001–30,000 THB (80.75%). Regarding purchasing plans, preferred single-detached houses (81.75%), had a budget of 1–2 million THB (75%), and relied on bank loans as their primary funding source (88.25%).

The results revealed that demographic factors, specifically age, education level, and average monthly income, significantly resulted in different housing purchasing behaviors at the 0.05 level. The marketing mix factors (4Ps) could collectively predict housing purchasing demand by 82.80% (  = 0.828). Specifically, Product had the highest positive influence (  = 0.541), followed by Place (  = 0.412) and Promotion (  = 0.289), respectively. Conversely, Price had a negative influence on purchasing demand (  = -0.302). Furthermore, the study found a very high correlation (r = 0.869) between confidence in structural safety and purchasing tendency. This indicates that structural safety is a critical component in housing selection, serving as a decisive factor that takes precedence over aesthetics.This research suggests that entrepreneurs should emphasize communicating structural safety standards alongside setting value-based pricing strategies to align with consumer purchasing power. This reflects that earthquake events have shifted priorities in housing selection, with safety stability becoming a crucial element in the decision-making process.