MARKETING FACTORS AND SOCIO-CULTURAL FACTORS AFFECTING THE DECISION MAKING BEHAVIOR FOR RENT OF EMPLOYEES IN BANGPA-IN INDUSTRIAL IN PHRA NAKHON SI AYUTTHAYA PROVINCE

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สถาพร ไกรสังเกตุ

Abstract

The objectives of this study were; (1) to survey personal factors, service marketing mix, socio-cultural factors and apartment for rent behavior of employees in Bangpa-in Industrial Estate at Phra Nakhon Si Ayutthaya province, (2) to analyze the relation between  the personal factors and apartment for rent decision making behavior of employees  in Bangpa-in Industrial Estate at Phra Nakhon Si Ayutthaya province,  (3) to analyze the influence of the marketing mix, affecting apartment for rent decisions of employees in Bangpa-in Industrial Estate in Phra Nakhon Si Ayutthaya province, (4) to analyze the influence of socio-cultural factors, affecting apartment for rent decision making of employees in Bangpa-in Industrial Estate at Phra Nakhon Si Ayutthaya province. The samples were 400 rented apartment of employees, using the multi-stage sampling in Bangpa-in Industrial Estate. Data were collected by questionnaires of frequency, percentage, mean, standard deviation, Chi-square test and binary logistic regression.


 


 


          The results of the study were as follows:


          (1) Most of the respondents were male, Thai, age between 31-35 years old, married, the average monthly income were 20,001-30,000 baht/month, live together of 1-2 persons. The most important were physical aspects of the service marketing mix. i.e. process, physical characteristics, place, social and cultural factors which were very important i.e. social role and family,


          (2) Personal factors were middle-age between 31-35 years old, married, the average monthly income of  20,001-30,000 baht/month, live together with 1-2 persons which paid attention to the behavior of rent choosing for the family and need for travel convenience and aspects such as payment to the business which was not very high,


          (3) Service marketing mix factors were product, place, people and process, affected apartment for rent decision making of employees in Bangpa-in Industrial Estate,         


          (4) Socio-cultural factors were subculture and social role, affected apartment for rent decision making of employees in Bangpa-in Industrial Estate.

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บทความวิจัย (Research Articles)

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