The framework of this research focuses on internal and external factors that influence consumer behavior and this research has proven that preferred location, environment and access to transport station are the key factors that most influence the decision making behavior and this research would bring more necessary information for in-depth understanding of consumer behavior when deciding to choose an apartment. As the development of the situation has allowed many individuals and households to purchase new housing in the suburban area or any area that is easily connected to Bangkok's transport network, even considering the future possible area that can be connected, the key factor must be considered as residential location and according to urban expansion, it will create a very high demand for travel to central Bangkok, which is mostly an employment location and a central area for other types of travel demand, and then it will change the lifestyle of residential (Ratanawaraha and Chalermpong, 2014). This paper will focus on "The Impact of Developed Transportation in Bangkok on Residential Location Choice Decision Behavior" to obtain more in-depth customer preferences that customers consider for each type of transportation development.
This study aims to investigate the impact of developed Bangkok transportation on residential location choice decision behavior. The social environment such as the impact on the vulnerability of the residents to crimes will have an impact on the home owner. However, the most important factor influencing the buying behavior of houses, especially the place of residence in one country, may be different in another, due to the differences in socio-economic and culture of each country.
The time may refer to the season, time of year, time of festivals, etc.
Related studies on residential preference
The time available with them is different, so the degree of involvement in the purchase also varies. A single buyer does not need to arrange the time if they want to find or buy a residence, rather a couple should arrange the time to find a residence, planning a good time when they should buy a house, etc. A study evaluated the impact of integrated marketing communication on the condominium purchase decision in Bangkok and the fringes.
Also from the research, good promotion, sales process and brand images are related to housing purchase decisions of consumers who lived in Bangkok and its borders (Patchanok, 2009). This study found that the mass rapid transit system is a factor that affects the occupancy rate, but the price of a single room is still the main factor that affects the occupancy rate. For those who live in apartment buildings near their residence, the distance between the public rapid transit system and the condominium may not be the most important factor, but the price will play a bigger role here.
Of those who lived in the area both before and after the mass transit system opened, about 41 percent have changed their behavior and use the mass transit system instead. They stated that using the mass transit system reduces the time they spend going to work, even though the cost is higher. This implies that the mass transport system is very important and can develop the demand for residential areas (Boonthong, 2011).
A study in the Bangkok area examined the influence of transport and household characteristics factors on residential location and mode choice decisions. They appreciate the child-friendly qualities of the living environment, as well as child-friendly facilities and services. Thus, the location of the residence should take into account the distance from the mode transport station.
RESEARCH METHODOLOGY
- Population and sample
- Sampling method
- Data Collection Method
- Questionnaire structure
- Statistical analysis
Before collecting the questionnaire from the respondent, we will give verbal consent to know whether the subject is willing to participate in this study. The questionnaire will be distributed in various areas in the Bangkok metropolitan area, such as Sathorn, Central Lumpini, Sukhumvit, Pathumwan, Rama III, Riverside and peripheral areas. Part one, personal data part, this part aims to measure demographic data of respondents' socio-demographic factors (age, gender, marital status, number of children, education, occupation and income). All questions in this part are closed questions.
In data analysis, this study used the returned questionnaire to collect and analyze using the statistical principles. Descriptive statistics introducing mean, frequency, percentage, and standard deviation are used to test hypotheses and answer research questions. The methods of inferential statistics are (1) estimating parameter(s) and (2) testing statistical hypotheses.
RESULT
Personal information of Respondents
- Gender
- Education level
- Marital status
- Number of the house member
- Income per month
- Occupational
The data presented in table 4.3 show that the respondents are mostly graduates at the Bachelor's level (61 or 55.0%). The third group is respondents who have a primary school graduation level (2 or 1.8%). The data presented in table 4.5 show that the respondents are mostly the number of household members more than 4 (61 or 55.0%).
Internal factors and external; factors that influence to buy/rent residence
- Motivation to buy/rent residence Table 4.8 Means and standardize of motivation
- Attitude toward residential location Table 4.9 Means and standardize of attitude
- External factors (Environment) Table 4.10 Means and standardize of environment
- External factors (Accessibility) Table 4.11 Means and standardize of accessibility
- External factors (Family) Table 4.12 Means and standardize of family
- External factors (Location preference) Table 4.13 Means and standardize of location preference
The motivation factors have averages from 2.64 to 3.18, which are interpreted as medium to high importance. Followed by Investments for the future with an average of 3.05 and buy/rent my house/condominium for family reasons with an average of 2.98. Most of the Attitude factors have an average of 2.73 to 3.54, which is interpreted as a higher attitude towards the residential location.
It turned out that the most average score is that living close to the workplace is important to me at 3.54. Next, I can live far away from my workplace as long as it is easily accessible by transportation with an average of 3.21 and I can live anywhere as I live with my family with an average of 2.73. Most of the factors of Environment have a mean of 2.90 to 3.59, which is interpreted as medium and higher importance for the factors.
The general opinion of the environment is a factor of 3.27, which indicates a greater importance It was found that the most average rating is that this area of residence is safe (from crimes such as theft and robbery) with 3.59. Follow The neighborhood is quiet with an average of 3.33 and I chose to live here because this house is located in a green zone with an average of 2.90. Most accessibility factors have a mean of 3.23 to 3.41, which are interpreted as medium and higher.
It found that the most average score is that this area is located near public facilities (school, hospital, market, park, grocery store, etc.) with 3.41. Most factors of Family have an average of 2.64 to 2.83, which is interpreted as medium and higher importance of the factors. It found the highest average score is my family (wife/husband/parent/children) is the main reason I live in this area with 2.83. Followed by The family's needs are most important to me to satisfy them with average 2.77 and I have to ask permission from my family wife/husband/parent/children) before I move to this area with average 2.64.
Factors affecting to the location choice decision behavior
H0: Motivation, Attitude, Environment, Access and Family factors do not influence location choice decision-making behavior to buy/rent the resident. H1 : Motivation, Attitude, Environment, Access and Family factors influence location choice decision-making behavior to buy/rent the resident. In conclusion, motivational and environmental factors are significant determinants of decision-making behavior for location selection in Bangkok.
While attitude access and family found no significant with location choice decision behavior in Bangkok. For motivation factor, holding other factors, the 1 point increases of motivation will increase the decision making .304. While the 1 point decrease in motivation will make the decision making less .304 holding other factors.
Regarding the environmental factor, holding other factors fixed, the increase in environment by 1 point will increase decision making by .377. While the decrease in environment by 1 point will make decision making less .377 by retaining others. All factors can explain that the decision behavior of location choice to buy/rent a resident in Bangkok is 50.6% (R-squared = .506).
Regarding the influence of gender on the choice of location of a home, the table above showed the regression model separated by gender (male and female). Moreover, in the male regression model, only the environmental factor had a significant influence on decision-making behavior regarding the chosen house location. While in the female regression model, motivation and environmental factors had a significant influence on behavior in deciding the location of the house.
CONCLUSION AND RECOMMENDATION
Conclusion
As a study stated, another part of households that can afford a car may also want to move to suburbs to achieve a better living environment and larger housing size, provided they have good accessibility to central city areas (Lan, 2011b) . The family factor gets a total score of 2.74, meaning it is of medium importance (score from 1 to 5). Gender does not make a significant difference to the effect of either internal or external factors in relation to the decision on the location of the house.
This result is not in line with the research in the Tel Aviv metropolitan area by Prashker, Shiftan and Hershkovitch-Sarusi (2008), it showed the importance of both the area characteristics and the commuting distance in the choice of residential location and significant differences between men and women shown. To summarize, motivation about residence location and environment play an important role in location choice preference.
Recommendation
An Evaluation of the Accessibility Benefits of Commuter Rail in Eastern Massachusetts Using Spatial Hedonic Price Functions. The Change of Residential Condominium Next to Mass Rapid Transit System: A Case Study of Huai Khwang District, Bangkok Metropolitan. An Analysis of Residential Location Choice Behavior in Bangkok Metropolitan Region: An Application of Discrete Choice Models for Ranking Alternatives.
Influence of integrated marketing communication on the purchase decision of condominium in Bangkok and borders Ramkomhang.
APPENDICES
APPENDIX A: INTERVIEW QUESTIONNAIRE
The Impact of Developed Bangkok Transportation on Residential Location Choice Decision Behavior
Internal and external determinant
This area is located near public facilities (school, hospital, market, park, grocery store, etc.). My family (wife/husband/parent/children) is the main reason I live in this area. I have to ask permission from my family wife/husband/parent/child before moving to this area.
