Abstract

The objectives of this research to study were 1) level of brand value of purchase decision of housing project, 2) brand value influencing consumers purchase decision of housing project in Nakhonpathom province. The sample used for this research was 305 consumers who purchase decision of housing project in Nakhonpathom province.The statistics used for this research was frequency, percentage, mean, standard deviation, t-test, one-way ANOVA and Stepwise Multiple regression analysis. This research was quantitative research. The results showed that level of brand value of purchase decision of housing project were highest level in average. The four aspects of the brand value including brand awareness, perception of quality, brand association and loyalty influenced consumers purchase decision of housing project. According to the coefficient prediction (R2 ) it was found that these factors could exactly predictof consumers purchase decision of housing project45.60 percent.The benefits arethat theexecutives can be used to plan to adjust strategy of product configuration, promote the value of product and strategies of consumer purchase decision making of housing project in the future.