Buyer''s Characteristics in House Procurement under the M-type Society: the Application of Means-end Chain

• Main Authors: Chun-Yao Lin, 林俊堯
• Other Authors: 王居卿
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/71805796642022222449

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 97 === According to the statistical analysis based on the database in “Taiwan’s Real Estate Portal (GigaHouse)”, a notable M-type result was represented at the transactions of housing market from 2005 to 2007. It shows the influence of global economy has gradually resulted in the trend of M-type at the transaction of the housing market. More importantly, from the rapid development of the trend recently, it demonstrates the phenomenal impact to our housing market due to the coming global M-type society. This research is based on the MEC theory to explore that the characteristics of consumers at different income levels their house buying behavior in the M-type society. The result was used as the analysis base for further empirical study. We categorized 60 interviewees into 3 groups according to their monthly average family income for the purpose of matching the M-shape module and created 「A/C/V」 and 「HVM」 for each group based on the data we received through the detail interview with the interviewees. From this study, we found there are highly common attributes and specific attributes exist across different groups. Based on the discovery of the study, we performed advanced analysis focused on market segregation, target market and product positioning to support and develop further marketing strategies.