Research On The House Consumption Behavior

With the development of real estate industry, house marketing has had a great progress in both theory and practice fields in recent twenty years. At present, the source of consumer is becoming the core element for company competition day by day, but people have never put enough attention to the study and practice on the behavior of house consumer. However, the essence of marketing is just to know the need of consumer, and then produce the proper production to satisfy them. It is necessary for house marketing to reconsider its stratagem and to study and practise the knowledge of house consumer behavior.Based on reading books on the house consumption behavior, ordinary consumer behavior and real estate, etc, the dissertation is aimed to establish the model of houseconsumption and use house consumption information for marketing decision-making.The dissertation has made a great deal of effort on the behavior of house Consumption. Firstly, the dissertation clarifies the concept of house consumer and house products and gives a definition to house consumption behavior. Secondly, exterior surroundings and the interior psychology factors of house consumption are given thorough analysis. Thirdly, the dissertation establishes the frame of house consumption behavior and the model of consumption behavior. Finally, with the clue of consumption behavior information, the dissertation points out how to gather and use the information of behavior to support marketing decision-making.