Abstract
This research aims to explore the factors influencing Chinese consumers’ purchase decisions regarding purchasing of condominiums for residential purposes in Thailand, and to understand consumers’ rationale and concerns in relation to these factors. Data were collected through semi-structured in-depth interviews with respondents of Chinese nationality, selected through purposive sampling. The qualitative data were coded and analyzed using the NVIVO program. As a key finding of the study, the author identified 17 key factors comprising (1) location, (2) functionality, (3) expenses, (4) safety, (5) future rental or sale opportunities, (6) scenery and surroundings, (7) facilities, (8) reputation of developer, (9) growth trend of property price, (10) interior decoration, (11) ventilation, (12) number of floors, (13) physical condition of the condominium, (14) type of residential project, (15) construction quality, (16) property management, and (17) design. The study generates a wide range of factors, rational and concerns of this particular market segment due to qualitative nature of the study, which ultimately contributes a more thorough research model for future quantitative study.
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