| Abstract | This study examines the influence of real estate development strategies on customer purchase decision in the housing market, with a particular focus on locational factors, product attributes, marketing and branding, communication and transparency, and financial factors. It also compares customer and developer perceptions to identify possible gaps in strategic priorities. The study was conducted in the Greater Bangkok metropolitan area and used quantitative data collected from 300 customer respondents and 10 property developers through structured questionnaires. The data were analyzed using descriptive statistics, reliability analysis, Pearson correlation analysis, ordinal logistic regression, and comparative gap analysis. The results show that marketing and branding is the strongest predictor of customer purchase decision, followed by locational factors, product attributes, and financial factors. These findings indicate that buyers are highly responsive to brand credibility, project image, accessibility, design features, and affordability. In contrast, communication and transparency did not show a statistically significant direct effect on purchase decision, although they remained important in the comparative analysis. The comparative results suggest that customer and developer perceptions are generally aligned, with only minor differences in emphasis. Developers tend to place slightly greater importance on location, marketing, and financial considerations, while customers place relatively higher importance on communication and transparency. Overall, the study demonstrates that housing purchase decision is shaped by multiple strategic factors rather than a single determinant. The main contribution of this study is that it integrates customer and developer perspectives within one analytical framework, offering both empirical and managerial insights. The findings provide practical guidance for real estate developers in designing more effective development strategies that better align with customer expectations and market demand. |
