Paper Title
Conjoint Analysis of Characteristics Affecting Consumer Satisfaction With Housing Estates in Sakon Nakhon Province

Abstract
The conjoint analysis of attributes influencing consumer satisfaction with housing estates in Sakon Nakhon province aims to study the attributes affecting the decision-making process of purchasing houses. The data for this study was collected using a questionnaire, targeting individuals with an intention to purchase a house within 6-12 months. The research tool used was a questionnaire, and the statistical methods applied in the analysis were descriptive statistics and inferential statistics, including frequency distribution, percentage, and conjoint analysis.The results of the conjoint analysis revealed that the consumer satisfaction levels with housing estate attributes are as follows: the style of the Muji house (0.066), house price under 1 million baht (0.271), house size of 180 square meters (0.034), multifunctional rooms within the house (0.029), and a good surrounding environment (0.040). Among these, the style of the house was found to be the most significant factor, while the location and environment were the least significant factors. Keywords - Conjoint Analysis, Housing Estate Projects, Consumer Satisfaction