Services Marketing Mixed Factors Affecting Apartment Rental Decision of Consumers in Ladkrabang Industrial Estate

Abstract

This research study have the objectives are 1) to study the personal factors that affect the consumers 'decision to rent a dormitory in the ladkrabang industrial estate, and 2) to study the services marketing mixed that affects the consumers' decision to rent a dormitory in ladkrabang industrial estate.

The sample group used in this research was 400 consumers in ladkrabang industrial estate that rented dormitories by using questionnaires as a tool for data collection. The statistics used in the analysis were frequency, percentage, mean, and standard deviation, test hypotheses with test statistics by t-test, one-way ANOVA and multiple regressions.

The results of the research revealed that 1) the different personal factors regarding sex, age, education level, occupation, and average monthly income had a significant effect on the consumers' decision to rent dormitory in ladkrabang industrial estate at the .05 and 2) service marketing mix factors have a significant effect on the consumers' decision to rent a dormitory in the ladkrabang industrial estate at the .05 level, found that the factors that affect the decision to rent a dormitory is the most was the service process, followed by the physical environment, product / service marketing promotion , the distribution channels and the smallest in personnel.