Research On The Consumer Behavior Of Commodity Housing

The real estate industry is our country national economy major pillar industry, it not only has a long industrial chain link, moreover it is related with the lives of the people closely. It also has the investment and the expense bidirectional drawing function to the economic growth. Recent years,along with Urumqi facing the fast development of real estate industry, commodity housing consumer behavior even more specialization and diversification. Therefore, how to understand and grasp the commodity housing consumer behavior well has the strong theory and the practical significance for the real estate enterprise in the market to maintain the strong competitive power and to work out the real estate development project, for providing the scientific basis to the government related department to process the housing policy.This article designed questionnaire unifies the actual situation in Urumqi, and carries in-the-spot investigation after the experts'evaluates to obtains the primary data. Based on this, this article has carried on the quantitative analysis to the Urumqi commodity housing consumer's population statistic characteristic and the housing demand characteristic. First it analyzed the decision-making influencing factor of the consumer as a whole, second carried on the market segmentation according to the different goal of the consumer, then used the factor analytic method to carried on the thorough analysis to decision-making influencing factors of each segmentation community's consumer, at last distinguished the influencing factors of the consumer when they were buying homes. Drew the main conclusion as following:(1) The demand of commodity housing market in Urumqi is the rigid demand, the demand potential is primarily huge; Commodity housing expense main body by middle aged and low income earners primarily; Housing product demand by the small compact household, multi-layered classics design primarily; At present existence's subject matter of the commodity housing market is the current house price is highly deviates people's psychology to anticipate.(2)The universal attention's three important factors of Urumqi commodity housing consumer overall when buying homes are in turn the residential building characteristic factor, the housing price factor, the housing position factor;(3) Consumer that with different motive when buying homes pays attention to the different factors. The universal attention's factor of the housing consumer is the housing position factor, the residential building characteristic factor, the housing price factor in turn; The universal attention's factor of the investment consumer is the housing position factor, the housing price factor and the environment household factor in turn. (4)In housing position factor, what the housing consumer pays attention most is the good communications degree around the plot, but what the investment consumer pays attention most is the housing revaluation potential. Finally put forward the corresponding proposal to the policy maker, the property developer and the consumer separately.