Measuring Influences of Residence Decision to Buy Factors by Modified Analytic Hierarchy Process

Abstract

Although there have been several research works studying the factors in homebuyers’ decisions to buy, the individual contribution of each factor in the decision to buy is yet to be measured. This information can help real estate developers compare all factors and determine how projects should be designed. This research aimed to study the factors affecting the decision to buy a residence in the Bangkok Metropolitan area, and the weights of the influences of each factor utilizing the Modified Analytic Hierarchy Process (Modified AHP). The research was conducted by acquiring data from 480 respondents who purchased various types of residences at various price levels by the Quota Sampling Method. Data were analyzed by Modified AHP, with the analysis ended when all factor weights were obtained. The results provide information regarding the key factors and their weights of affect in the decision to buy a residence in the Bangkok Metropolitan area. It was also found that the higher the residence price, the less concerned customers are about location and residence design. On the other hand, they will focus more on the project design, construction, after-sales service, and the common fee. Developers, therefore, should design their projects to match these influences in order to respond to their customers’ demands, which will result in greater success in the long run.