Building Consumers’ Decision-making Patterns of Purchasing Apartments - A study for The Market of Hsinchu Area.

• Main Authors: CHENG,HSIAO-WEN, 鄭曉汶
• Other Authors: Yeh, Ming-Lang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/nxj2d3

碩士 === 中華大學 === 企業管理學系 === 104 === The six major needs for modern people are clothing, housing, mobility, education and entertainment. Among them, the need for housing plays an essential part, and it is also a necessity in the material life. Take the east and north district in Hsinchu City for instance. Due to the fact that the population increase around Hsinchu Science Industrial Park, the need for house perchase has always been great. Moreover, these potential buyers never jump into impulse perchase when it comes to buying houses. Consumers take both objective and subjective consideration before they reach the final decision to purchase a house. Through literature review and interview with experts, this thesis aims to use AHP to analyze the four aspects of potential house buyers’ consideration – product demand, functional demand, ecomomic demand as well as the reputation of the builder. The interview included in the thesis was made with expert in the business, real estate sale representatives, brokers and the construction companies. The analysis has found out the life function is the major factor that influence the purchase, followed by the reputation of the constructors, product demand and economic demand. The decision making of the potential buyers are mostly affected by brand reputation, pricing, and the maturity of the consumer district. The three least crucial factors that influence buyers are higer interests at mortgage, disliked-facility planning, and the products the constructor sold in the past three years. This study focuses on finding the factors that influence the buyers’ decision making in terms of purchasing houses and thus can help constructors with marketing and construction case planning.