Factors Influencing the Decision to Buy Real Estate in The Residential Category Using Innovative Products in Pathumthani Province

Abstract

The objective of this research was to investigate the influence of demographic factors, buying behavior, and product innovation on the selection of housing with product innovation in Pathumthani Province. The samples in this research were 400 people who were 25 years of age or older and resided in Pathumthani Province. Data were gathered from the samples using questionnaires. The statistics employed in this research included percentage, mean, standard deviation, T-test or One way ANOVA, and multiple regression analysis. The results showed that most of the samples were female, aged 31 – 35. Most of them held a bachelor’s degree and worked for private companies. The average income ranged from 30,001 – 40,000 Baht per month. From the analysis of the buying behavior, it was found that the samples’ residence was mainly a single house valued at 2.01 – 4 million Baht. Furthermore, it was found that the samples decided to buy a house because they wanted to have their own house. They searched information on Internet and websites. They made decision to buy a house by themselves and their decision was not influenced by others. The place where the samples made decision to buy a house was the sales office. The results of the hypothesis testing showed that males and females were not different in terms of the decision making to buy a house with product innovation. However, the differences in terms of age, education background, occupation, and income had differently influenced the samples’ decision making to buy a house with product innovation. Lastly, the factor regarding product innovation had influenced the decision making to buy a house with product innovation with the statistical significance level at 0.05.