Page 458 - รวมไฟล์วารสาร ปีที่ 8 ฉบับที่ 1

Investigating Constructs

This study collected data at Bangkok, Thailand.(Huai Khwang, Ekkamai, Jatujak,
Sukhumvit, Sathon, Ratchathewi, Rama IX, Ratchadapisak.) from 19 Sep 2018 – 27 Dec 2018.
The respondents is Chinese also live in Bangkok, Thailand (both by business and education
purposes)And invest in real estate in Thailand. Questionnaires were distributed to 150
respondents and 100 complete responses were received for the data analysis.

In this study, the researcher tried to figure out the relationship between marketing
mix (7Ps) such as product, price, place, promotion, people, process, and physical evidence and
purchasing behavior. The definitions of key terms in this study are described as follows:

 Property - condominium in Bangkok, Thailand with the price around 4-9 million Thai
baht.The building where persons are able to hold ownership separately according to the
section whereby each section consist of personal ownership in the property and joint
ownership in common property.(B.E. 2522 as amended 2008)

 Mortgage - a debt instrument, secured by the collateral of specified real estate property,
that the borrower is obliged to pay back with a predetermined set of payments. Mortgages
are used by individuals and businesses to make large real estate purchases without paying
the entire purchase price up front.(Julia, 2017)

 Chinese customers - Chinese nationality who purchase property in Bangkok, Thailand
(Julia, 2017)

 Service marketing mix 7P’s - Product, Price, Place, Promotion, Process and Physical
evidence.

 Demographic profile - demographic segmentation is divide the market on variables such
as age, race, religion, nationality, occupation, family size, income, social class and
education.

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