The Research of Means-end Chain and Quality Function Deployment on Consumer House-buying Decisions

• Main Authors: Yi-Fu Chen, 陳毅夫
• Other Authors: Dau-Sung Ju
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/88676632431648451787

碩士 === 國立東華大學 === 國際企業學系 === 101 === This study is base upon the MEC(means-end chain) and QFD(Quality Function Deployment)as well as qualitative and quantitative methods to exam the house buying decision for (to) consumer. It also provides the decision-making reference for both consternation and investment in the practical way within the industry. In the same time, the research support the enterprises for better understanding of customer need , attribute , value and course and results of customer house-buying process under limited resources. On the other hand, also provide Sort residential improvement priorities. To achieve the maximum benefit of the business organization. The special category of goods and services tax, as known as luxury tax, has on the road since June 2011 with dramatically decline of housing market in July. The actual prices registration policy is implemented in July 2012, as well as the uncertainty of the overall international financial environment change, such as the European debt crisis, the U.S. supreme mortgage more monetary easing, leading to a loose monetary policy of the major international financial markets, as the result of flooding fund on the market. Taiwan investor tends to be more conservative, for example the financial holding institutions, life insurance companies purchase the real estate massively, consequently bucking the tern of real estate prices under the economic downturn. Therefore, the people who actually needed for house can not afford to buy one for his own. Land prices and raw materials remain high resulted in general building business dual pressures. The finical market has become broadness since the time has change. Cash flow becomes fast and fast. It gets harder and harder to buy a land too. It is necessary to acutely design and planning a housing product of what customer wanted under limited resource. The study found that the value of houses purchase for customers is to "Complete the dreams." There are five consumer residential requirements of the project with the Quality Function Deployment: firstly, financial management; secondly, the quality of living; thirdly, the convenience of living environment; fourthly, the effect of working efficiency; fifthly, financial pressures. Moreover, the priority of technology of architectural quality should be noticed for management. There are five priority of the architectural quality, firstly, the environment; secondly, the building materials; thirdly, the graphic design; fourthly, the design of public facilities; fifthly, future development. The building company ought to in compliance with the priority to execute the strategy for improving the quality requirements and construction quality. It can increase the competition ability with the limited resources for the enterprise.