Factors Affect Independent Senior Housing Purchases in Bangkok

Abstract

To examine factors affecting independent senior housing purchases, samples were Bangkok residents over 50 years of age. 400 samples filled out questionnaires which were analyzed by the four P's marketing mix: price, product, promotion, and place. They were studied demographically as well. Results with a statistical significance of 95 percent were that the most influential factor was location, on a main road near public transportation system and close to family. The next factor was cost, in relation to home design and plot of land. Of lesser importance were large, well-designed, and secure common areas. Even less significant were the project’s reputation and residential design. And last of all, an informative project website.