Kongkoon Tochaiwat (Faculty of Architecture and Planning, Thammasat University, THAILAND),
Chunyarat Nititerapad (Faculty of Architecture and Planning, Thammasat University, THAILAND),
Pimrapat Sawatdisara (Supalai Plc., THAILAND),
Patcharida Pultawee (Faculty of Architecture and Planning, Thammasat University, THAILAND).
Disciplinary: Architecture Sciences.
Keywords: Models; Interior Design; Mock-Up Houses; Housing Projects; Analytic Hierarchy Process (AHP); Home buying decision.
The Mock-up unit is one of the key marketing mixes in presenting houses to promote buyers' purchasing decisions. This research aimed to analyze the determinants and their coefficients to help determine the interior design of the mock-up units within housing projects which will drive customers' decisions to buy. The study process was done by collecting determinants from the literature review, followed by the determinants assessment process done by experts in the industry. The determinant groups and determinants were then taken into a survey asking about the influence level on the purchasing decisions by making Pairwise comparisons. Influence weights on purchasing decisions were analyzed using the Modified Analytic Hierarchy Process (Modified AHP). The determinant list obtained from this research has a total of 18 determinants which were grouped into four main determinant groups, including the group of interior design style, the group of interior usable area, the group of furniture and decoration selections and the factor of interior atmosphere. The analysis also showed the determinants' influence weights on purchasing decisions. Real estate developers and designers can use the research result to determine the interior design of the mock-ups which can boost buyers' decisions and help developers to meet their goal of sales.
Paper ID: 13A2H
Cite this article:
Tochaiwat, K., Nititerapad, C., Sawatdisara, P., Pultawee,. P.(2022). Determinants of the Interior Design of Mock-Up Houses in Housing Projects with the Use of Modified Analytic Hierarchy Process. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 13(2), 13A2H, 1-11. http://TUENGR.COM/V13/13A2H.pdf DOI: 10.14456/ITJEMAST.2022.29