The study of decision factors of using home builder company that is a member of the Home Builder Association

Abstract

This study aimed to investigate the factors that influence the decision to use the company as a member of the Home Builder Association in Bangkok. To understand the decision of consumers to use the service based on demographic characteristics and factors affecting the decisions of consumers of the study was divided into two factors: the marketing mix and other factors. Questionnaires were used as a tool to collect data from people who use the Home Builder service. Then translate data from the questionnaire into statistical value, to consider a priority in the compilation and analysis of results. The study of marketing mix shows that most consumers choose the services by consider in the highest product quality and ISO about the requirements for quality management systems certification. And the other factors that affect the decision making found that most consumers consider most influential in terms of experience, home builder credible, before make a decision to use a service.