Residential Preference Toward Logo of Thai Property Developer


A logo is considered as one of the simplest tools that serves an organization in distinguishing itself from others. In competitive markets, attractive logo is capable of adding value to goods and services particularly for the industry that image and trustworthiness are the main concern such as real estate business. This research aimed to investigate the attitudes of residents towards logo design in terms of its type font, graphic, and color. The case study was selected by reviewing the first half of 2018 annual sales of property development operators in Thailand, and Pruksa brand, one of the foremost real estate entrepreneurs in Thailand, was chosen. Thus, 150 inhabitants of its low-rise and high-rise residential projects were served as our samples. Three main types of logo preference were rated, through questionnaire interview, including: 1) uniqueness, 2) recognition, and 3) beauty. The effect of gender differences on logo favorable was analyzed by using T-Test while the distinctions in education and average income were analyzed by employing ANOVA statistics. In addition, Chi-square test was utilized in measuring the clients’ sentiments on brand personality. The results revealed that the diversified customer preferences on logo design elements derived from the differences in gender, educational background, and average income of the residents. Furthermore, the variation of occupation had an influence on the opinions of Pruksa's residents about its brand personality.

Author Information
Mittheera Leelayudthyothin, King Mongkut's Institute of Technology Ladkrabang, Thailand
Amon Boontore, King Mongkut's Institute of Technology Ladkrabang, Thailand

Paper Information
Conference: ACCS2019
Stream: Architecture and Urban Studies/Design

This paper is part of the ACCS2019 Conference Proceedings (View)
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Posted by James Alexander Gordon