FACTORS AFFECTING THE DECISION TO PURCHASE RESIDENTIAL REAL ESTATE WORTH 20 - 80 MILLION BAHT IN KOH KAEW SUBDISTRICT, MUEANG DISTRICT, PHUKET PROVINCE

Abstract

The study has the following objectives: 1) To study the attitudes towards buying residential real estate worth 20 - 80 million baht in Koh Kaew Sub-district, Mueang District, Phuket Province; 2) To study the level of factors affecting the decision to buy residential real estate worth 20 - 80 million baht in Koh Kaew Sub-district, Mueang District, Phuket Province; and 3) To study the decision to buy residential real estate worth 20 - 80 million baht in Koh Kaew Sub-district, Mueang District, Phuket Province. This research adopts a quantitative research methodology. The population used in this study is 400 residents of Koh Kaew Sub-district, Mueang District, Phuket Province. A questionnaire was used as a measurement tool and data collection tool. The statistical techniques used for analyzing the data were descriptive statistics and regression analysis. The results of the study found that females aged 40 - 50 years who are self-employed. Selected to purchase real estate in villas, followed by vacation homes with an average price of 20 - 40 million baht, and purchased for investment and secondly as a residence. The people who influence the decision to purchase real estate are family members. The decision-making factors for purchasing residential real estate, overall, have the highest level of importance: marketing promotion, product, and price. The decision to purchase residential real estate found that the decision is affected by house design, transportation, and construction quality, followed by usable space, respectively, at the significant level of .05