Factors Affecting the Decision to Rent Apartment of the Working-age Population in Phuket province
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Abstract
The objectives of this quantitative research were; 1) to study the relationship of demographic factors related to the decision to rent apartment 2) to study the marketing mix factors (7Ps) affects the decision to rent apartment and 3) to study psychological factors affecting the decision to rent apartment. The study used online and offline questionnaire as a tool to collect the data applying purposive sampling technique. The pilot study includes 30 samples and the main study collected the data from 420 people of working-age population in Phuket province. The statistical analysis tools include descriptive statistic such as percentage, average mean, standard deviation and the inferential such as F-test One-way ANOVA and multiple regression analysis. The result of the research reveals that from 420 respondents; the majority gender is female (57.4%), age between 30-39 (50.5%), graduated with a bachelor’s degree (67.4%), domiciled in southern (69.5%), single (60%), company employee (55.0%) and monthly income between 10,001-20,000 baht (30.2%). For the first hypothesis, the different demographic factors monthly income has significant influences in overall decision to rent apartment of the working-age population in Phuket province. For the second hypothesis, marketing mix factor (7Ps), place, promotion, people, process and physical have significant positive relationship in overall decision to rent apartment of the working-age population in Phuket province. And for the third hypothesis, 3 psychological factor including motivation, perception and attitude have significant positive relationship in overall decision to rent apartment of the working-age population in Phuket province. The results are applied in presenting the guidelines and to gain in marketing planning for the entrepreneur, administration and all related parties.
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