Marketing Mix Factors Influencing the Purchase Decision of Modular Houses in Thailand

Abstract

This study investigates the influence of marketing mix factors on purchasing decisions for modular prefabricated houses in Thailand. The objectives are to examine both personal factors and marketing mix elements affecting consumers’ purchase decisions. The sample consists of 389 respondents who have either purchased or intend to purchase modular prefabricated houses, selected through purposive sampling. The research instrument was a structured questionnaire, and the data were analyzed using both descriptive and inferential statistics, including percentage, mean, standard deviation, t-test, one-way ANOVA, correlation analysis, and multiple regression analysis. The results indicated that the majority of respondents were female, aged between 29 to 38 years, with an average household size of three members, and a budget range of 500,001–1,500,000 THB for purchasing modular prefabricated houses. Regarding perceptions of the marketing mix (7Ps), respondents placed the highest importance on price and product factors. Hypothesis testing revealed that differences in personal factors significantly affected purchase decisions at a statistical significance level, with single and married respondents demonstrating higher levels of purchase decision-making compared to other groups. Furthermore, the findings from multiple regression analysis show that the marketing mix factors positively influence purchasing decisions and can explain 48.4% of the variance in purchase decisions. The most significant predictors, ranked in descending order of importance at the 0.05 significance level, are physical evidence, process, people, and price.