|
An Analysis on Innovation Adopter Types and Consumer Behaviors of the Residential Buyers in Bangkok |
|---|---|
| รหัสดีโอไอ | |
| Creator | Kongkoon Tochaiwat, Vuttapong Larpcharoen, Sukulpat Khumpaisal, Chunyarat Nitierapad, Warakorn Likitanupak |
| Title | An Analysis on Innovation Adopter Types and Consumer Behaviors of the Residential Buyers in Bangkok |
| Contributor | - |
| Publisher | TuEngr Group |
| Publication Year | 2564 |
| Journal Title | International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies |
| Journal Vol. | 12 |
| Journal No. | 4 |
| Page no. | 12A4B: 1-10 |
| Keyword | Diffusion of innovation, Consumer behavior, Residence, Innovation, Property development, Real estate consumer, Property buyer, Real estate developers, Bangkokian behavior. |
| URL Website | http://TuEngr.com/Vol12_4.html |
| Website title | ITJEMAST V12(4) 2021 @ TuEngr.com |
| ISSN | 2228-9860 |
| Abstract | This study identifies different types of the innovation adopters and the behaviors of the consumers in Bangkok by studying 150 samples who reside in the projects in which innovative products are applied by the stratified sampling method as well as the questionnaires for data collection. The results are analyzed by the descriptive statistics and the Chi-square tests. It finds that most buyers of the projects that utilize innovations belong to the early and late majority groups of innovation adopters at 28.6% and 27.3% respectively. For the aspect of the consumer behaviors, most buyers who are 31-40 of age tend to look for low-rise horizontal residences with the prices lower than 5 million baht to live in. Apart from their own decisions, these buyers are usually influenced by their spouses. Most information on the projects is gathered online and the purchases are usually done at the sales office. The study finds the weak relationship between the innovation adoption level and the willingness to pay. The results of this study aid the real estate developers to apply more innovations into their residential projects to match the behaviors of their customers. |
