A Study of House Buying Behavior,Market Segmantation and Promotion Preference

• Main Authors: YANG, CHEN LUNG, 楊振隆
• Other Authors: HO LI-HSING
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/02525746990643470363

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.''