| Summary: | 碩士 === 中華工學院 === 工業工程與管理研究所 === 85 === The entities of house were be possessed of high-value,
durability, proprietary, locality, investment, and social
status symbolism multi- characteristics. To plan an effective
promotion strategy it is an important issue to understand
the consumer''s purchase motives and decision priorities
of target market in house marketing. This
study provides an empirical research on house buyer behavior,
market segmentation, and preference of promotion activities in
Hsin- Chu''s house market. The main research techniques are
Chi-square, MANOVA, NPAR1WAY, factor analysis, and
cluster analysis. The research found four
variables would influence consumer''s future purchase
motive: existent house type, property type, family type, and
income level. The primary motive of buying house is pursue a
better environmental quality. It also shows that the decision
priorities of the first buyer in buying house are: house
environmental quality, house prices, and working-life
convenience. The other buyers who intend to change a
house are care for house environmental quality and house size
layout. In market segmentation and promotion preference,
the research classifies the typology of house buyer into four
types: random, comfortable, characteristic, and critical
segment. The largest pro-portions of the house consumer are
the critical type that is 41.20%, and the second larger
proportions are the characteristic type that is 31.69%. Both
segments are prefer ''personnel selling and POP displays'' to
''advertising'' and ''field dynamic sales promotion.''
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