The Research On The Decision-making Behavior Of The Consumers’ House-purchasing Of Changsha City

With the improvement of living standard,housing is necessary in modern life,house purchasing more and more become an indispensable consumption behavior of resident,is a precondition for people to realize "live". Since the 1998 implementation of the housing system reform in our country,housing material distribution is over and begin to implement the housing commercialization and socialization, thus the real estate industry obtained development and become an important pillar industry of economic development.In recent years,along with rising house prices,the real estate appeared a series of problems,such as supply and demand structure imbalance,the housing bubble etc,then under the influence of the macroeconomic situation and regulation policy,investment,land purchase and sales of the real estate market decline,the real estate market has entered a new period of slow growth,and at the same time,the consumption of wait-and-see sentiment strong,house-purchasing decisions become more cautious,careful and professional.Combining with the actual situation of Changsha,to grasp the impact of Changsha consumers house-purchasing decision considering the main factors.It has very important practical significance to understand the house-purchasing space preference characteristic of different classes,areas consumers,then make a detailed classification of the them,layout of the estate resources more reasonable,optimize the environment of the house-purchasing,meet the demand of ordinary residents.In view of this,based on the summary and reference on the basis of predecessors’ research results, using 2014 in Changsha city consumers house-purchasing decision-making behavior questionnaire,from the Angle of behavior geography of Changsha consumers purchase decision-making behavior are analyzed.First of all,literature at home and abroad on consumers house-purchasing decision making comprehensive and review in this paper,and on this basis,this paper expounds the research purpose of this article,the research significance,ideas and methods and technical route,describes the relevant theoretical basis,such as Consumer behavior theory,Behavioral geography theory,Rational choice theory,Matrix theory,Location theory,General Preid behavior,and constructed consumers house-purchasing behavior model; Introduces the general situation of the development of the real estate market in Changsha city;Second,according to the questionnaire design and statistical properties of the individual,to individual attributes,housing demand and influence factors in the analysis of statistical description;Use SPSS20.0 statistical software tool,using the principal component analysis(PAC)on the influencing factors of Changsha consumers house-purchasing decision are analyzed;Third,the paper analyzes the different characteristics of consumers in Changsha city purchase preference on the space characteristics and the reason;The main conclusion,and for the government departments and the real estate developers concrete suggestions are put forward.The conclusion of this article has the following several aspects:first,the influence of Changsha consumers house-purchasing decision factors for the four main aspects,from strong to weak for economical factors in order of importance,geographical factors,environmental factors,residential properties; Second,different types and classes of consumers have significant difference in preference to buy space.There are several factors of close relationship with Changsha consumers house-purchasing regional preference,such as income,original location,environment,price and transportation etc,has little to do with education,occupation and age. According to the above research conclusion,put forward the classification and timely regulation,strengthen the supervision of land,perfect the laws and regulations,establish and perfect the system of the real estate market information disclosure and timely for real estate developers to reduce prices,adopt differential marketing strategy,try a new marketing mode etc.