43 PROCEEDINGS OF THE 2 nd NATIONAL AND INTERNATIONAL CONFERENCE “LOCALIZATION: THE DRIVING INNOVATION IN THAILAND 4.0” (ICNSRU2017) Key Factors Impact to Buyer's Decision-Making Process to Choice a Condo in Mixed-Use Development in Hanoi, Vietnam - A Case Study of Vinhomes Nguyen Hoang Long 1 , Veerisa Chotiyaputta 2 and Pithoon Thanabordeekij 3 1,2,3 International MBA faculty, Panyapiwat Institute of Management (PIM) Nontaburi, Thailand 1 longvinr@gmail.com Abstract — The luxury condo volume was growing quickly in last few years in Hanoi, Vietnam. The demand of high-class condo in urban city is highest in the market, promised archive more in the next dedicate cause planning of extended region. The data is obtained from 400 VINHOMES' customers for the purpose of confirming a suitable model for researching impacts on buying decisions process. The suggested framework included four factors: Product and Performance, Price and Financial Solution, Promotion and Package, Place and Distribution. Calculation in Exploratory Factoring Analysis and Confirmatory Factoring Analysis by licensed IBM SPSS software and licensed IBM AMOS software. Finally, the progress of the study shows that the most three factors in significantly effecting to Support to Buying Decision Process of customers are Product and Performance, Integrated Marketing Activities, Eco Design with Green Environment Keywords — Real Estate, Purchase Decision, Marketing, Consumer behavior, Integrated Marketing Activities. I. RESEARCH BACKGROUND Vietnam in development significantly After deploying open economy, the General Statistics Office of Vietnam announced a total state domestic product (GDP) is $11.5 billion in 2016 was estimated to increase 6.1% compared to 2015. Hanoi is the capitol of Vietnam, with a population of approximately 8 million people and around 1 million immigrants contribute significantly to the rate of human resources abundant and increasing GDP, would be an important measure. The method of urbanization and the enlargement of the geographic scope of Hanoi territory has been used as a tool to promote economic growth stronger. Public housing and Hanoi citizen needs Public housing is an important solution to help Hanoi achieve human attraction neighboring provinces to enhance labor productivity and growth throughout the region and in urban satellites (Source: Construction and Housing Management Department (MoD) Vietnam). The demand for condominiums in Hanoi people is still very high, especially in the main cities, demanding to be met shortly. What is Mixed-used development? The luxury condos in mixed-used development have much private facilities and more conveniences to attract people buying (Savills Club, 2016). About services, the situation of social order and safety has a lot of instability, the security was guaranteed in 24/7 by developer management. The local communities in living zone also have high educational with a whole facilities and good services. The apartments were building with a unique design adapting with multi purpose in green environment zone surround. Why VINHOMES is a case study in the research? According to Brand Finance, VINHOMES is one highest value brand in Vietnam real estate market and being a part of multi-channel Product and Performance system of VINGROUP (Brand Finance, 2015), also a significant increase over the same period because of the belief that VINGROUP has improved the cash flow trends are on the market. The construction progresses faster and catch up with a reasonable payment requirement are also factors that attract consumers. Their projects are popping up with more utility infrastructure and services of life. "A good start, but more to be done for VINHOMES! Limitation of research The study had a limited for only one success real-estate developers for medium-income market only. VINHOMES belongs to VINGROUP corporation who has a substantial financial budget; few factors might be stable under that power. This research has done a site survey for consumers in condominiums of three districts only. The related threats which including politics, climate changes, natural or economic disasters, is used for subsequent studies.