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Durables, Home Buying Decision Behavior Research

Posted on:2010-06-13Degree:MasterType:Thesis
Country:ChinaCandidate:Z Q PanFull Text:PDF
GTID:2199360278954948Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the deeper reform of real estate market and gradually smaller size of family, the furniture consumption in Chinese family has maintained its strong development. Due to a lot of historical reasons, the furniture manufacturing and marketing in china are lagging far behind that in developed countries. The furniture is a typical durable goods, and durable goods consumption motives and behavior have long been a research focus and great achievements have been made. How to combine these theoretical results with the family furniture purchase behavior in our own country to obtain theoretical assumptions for the furniture purchase behavior of domestic family and to receive empirical results has become the main topic of this paper.Family, as a basic social group, has different consumption behaviors not only from individuals', but also from other social groups'. This paper first explores various factors, from theory to reality, that impact the furniture purchase decision-making in domestic family and guided by the theoretical framework by Sheth, builds a Chinese family furniture purchase decision-making model. Based on this, it makes some assumptions of relationships between family furniture purchase behavior and some direct purchase decision-making factors (such as family income, family life cycle, unpredicted factors, and information) and indirect factors (product security strategy).It then tests the various assumptions empirically by using Pearson correlation analysis, regression analysis, analysis of variance (also known as ANOVA or F test) and Karl-square analysis and makes a further investigation into the data. The Chinese Family Life Cycle(CFLC model) adopts a classification more suitable for the actual situation in China, and considering that Chinese family consumption is children-centered, puts nuclear families and extended families (three generations under one roof) into this model and excludes single-parent families so that it better meets the basic definition of family.By testing these assumptions, this paper attempts to provide theory and method guidance for domestic furniture marketing and also a theoretical basis for high-end furniture marketing. On the basis of these studies, the paper draws a conclusion more in line with Chinese national conditions, and provides some marketing theory and method reference for other durable goods. The main conclusions obtained are as follows: 1) The main form of furniture purchase decision-making in domestic families is a joint type, in which the majority of the families value information from their own experience, take it as the main basis for their furniture purchase decision-making, and pay the most attention to security risks in purchase .2) The CFLC model can interpret the differences in the real purchase behavior and process to a certain extent, but fails to explain the choice of furniture levels when this article attempts to use an existing data model.3) When considering the various risks (fear) in furniture purchase, the CFLC model families are significantly different. The choice between a comprehensively guaranteed products and products only guaranteed under the law is also significantly different.4) In furniture purchase decision making, one's own experience is the most valuable information among all sources and is one of the most important bases in the furniture purchase decision-making by domestic families.5) When domestic family purchase furniture , the choice between the comprehensively guaranteed products and products only guaranteed under the law is more related to fake risk, lower price risk, no long-term service.risk, poor service risk, poor design risk, and risk not being admitted by friends or relatives.6) There are great differences between families purchasing high-end furniture and others in the selection of furniture types, furniture channels and purchase time. For the high-income families, whether to purchase high-end furniture or not is related to whether the products are guaranteed or not.7) Distinctive differences exist between the high-end furniture purchasing families and other families in the reference value of commercial information, but no significant differences in the reference value of other information.
Keywords/Search Tags:Furniture, Family, Purchase Decision-making, Family Life Cycle
PDF Full Text Request
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