Research On Consumer Purchase Behavior Of Residenital Real Estate Market

Recently, the residential real estate market0f xinyu city in jiangxi province isdeveloping quickly,t he real estate market is not ripe yet. A number of real estate developerscame into the city of xinyu between the year of2008and2010which is the rapiddevelopment of the real estate industry period. Most of the real estate developers are notprofessional, they pursuit of profit in blind and they know the local demands and preference alittle. So at the macro policy under the current national purchase, the real estate developershave to know the real demands of customers and carry out differentiated marketing strategy tothe each segment markets. Therefore, this article discusses the main contents is about theinfluencing factors which customers considerate important during the purchasing behavior.And according to the different factors which affect the purchasing behavior,this article putthe potential consumer market into segmentation, and divide into different consumer groups.This artic establish the basic model of house purchasing behavior according to the currentMature theory of consumer behavior and subdivide consumer purchasing behavior into fourstages: housing demand recognition stage—the checking phase—choose room stage—formalpurchase stage.This artic designed questionnaire based on consumer behavior theory andmarket segmentation theory.The author put the questionnaires in two buildings and researchthe potential consumer behavior in the empirical method. The content of empirical studydivides into four parts.The first part discusses the first stage about housing demandrecognition.In this part the writer carried out on the demographic characteristics and housingdemand descriptive statistical analysis. The second part focuses on the influence factors ofconsumers to choose room phase analysis and finally finds out the eight influence factorswhen consumers purchase the house through the Factor analysis method. These factorsrespectively are macro real estate market and policy factors, door model the design factor,location factor, district overall layout and the intelligent factors, quality of neighbors, salesattitude, building awareness and price factors, inside the village and the surroundinglandscape factors and building quality and content canal fee.The third part focuses on theroom contract stage and find out evidently factors which affect the purchase intention andpurchase ability. The four part put the potential purchasing consumer into three types ofpeople through the clustering method.This article utilizes the SPSS software to analysis the dates in descriptive statisticalanalysis method, factor analysis method, regression analysis method and cluster analysismethod. Finally the writer find out three conclusions. The first, the The main purpose of thepurchase behaviour is living, the rigid demand and the demand of improved type are themajor demands. Consumers are more likely to purchase A large area of house such as the typeof three—two. And this consumers are always rich. The second, according to the different influence factors, this article put the consumers into three types:rigid demand type,improveddemand type and the investment demand type. The third, different influence factors havedifferent effect on purchasing intention of consumers. The five factors which are familyincome, housing type, the real estate market macroeconomic situation and policy factors,building awareness and price factors and neighbor quality, sales attitude are significantlyaffect consumer purchasing power. The other three factors which are family income,education and supporting and surrounding landscape factors in the community aresignificantly affect consumer purchasing attention.