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Analysis Of Housing Consumption Behavior In Xiamen

Posted on:2010-03-12Degree:MasterType:Thesis
Country:ChinaCandidate:J J BiFull Text:PDF
GTID:2189360275997613Subject:Business Administration
Abstract/Summary:PDF Full Text Request
After years of rapid development, the real estate market of Xiamen City has become more mature. The real estate market has entered a period pursuing professionalism, high quality and consumer's satisfaction, while Xiamen consumers has become more rational in the purchase decision-making, indicating the trend of diversifications, differentiation, personalization of housing demand. How to meet consumers' demand has become the focus of attention of the real estate industry. The aims of this article are to analyze consumer purchase behavior and psychological demands of Xiamen consumers, to understand their purchase wishes for houses, to find out the influencing factors of their purchase decision-making, so as to make suggestions to the development and marketing of the real estate industry in Xiamen.Based on the consumer behavior theory, the writer makes an empirical study on the housing consumption of Xiamen consumers through a questionnaire survey. The study consists of three parts: the first part is to make a brief introduction to the housing consumption behaviors of Xiamen consumers by conducting a descriptive statistics analysis of the sampled data; the second part is to analyze the housing preferences of different types of consumers and the influencing factors of their purchase decision-making by the way of analyzing the demographic characteristic variables of consumers and their willingness to house purchasing, which can be used as the basis for market segmentation; the third part is to analyze the influencing factors of their purchase time and the total amount of their affordable housing. In this study, the writer uses the SPSS13.0 software (Statistical Package for the Social Science) to deal with the questionnaire data, and in the course of the study the writer uses the following statistics and measurement methods, namely, correlation analysis, factor analysis and multiple linear regression analysis.The main conclusions of this study are the following two aspects: (1) housing consumers of different types or segment markets have different consumption behaviors, and the factors influencing different types of consumers' purchase decision-makings are significantly different, (2) the influencing factors of housing purchase decision-making have different impacts on different types of consumers, which results in s a big difference among their purchasing willingness and power. Based on the above conclusions, this article attempts to segment the market for the residential real estate, put forward marketing recommendations; and suggest that real estate companies should use regression models to predict the time and the purchase price of its housing projects, aiming at providing them with their decision making foundations.Through research and analysis in this article, the writer finds out the influencing factors of the decision-making of Xiamen consumers and the consumption behavior characteristics, with the hope of helping the real estate companies have a good understanding of the housing demand and consumption behavior of the local consumers, as well as making his own contribution to the housing consumption behavior research of the real estate industry in Xiamen city.
Keywords/Search Tags:Consumer Behavior, Purchase Decision-making, Real Estate Industry in Xiamen
PDF Full Text Request
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