The Study of Brand Equity and Purchase Behaviors─A Case Study of House

• Main Authors: WU-SUNG CHEN, 陳武松
• Other Authors: YING-JUNG YEH
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/8jk237

碩士 === 國立臺灣科技大學 === 管理學院MBA === 105 === This study focuses on the influence between consumers’ house purchase and brand equity. The study is based on the qualitative research process to study the respondents’ thoughts and practicalities on the subject. The key results are summarized from the answers of the interview. The respondents are senior persons with life experience. The respondents are EMBA students and teachers of National Taiwan University of Science and Technology. The interview is preceded with semi-structured interviews and the outlines. Research result shows that consumers will first consider the basic functional requirements, such as area, layout, location, traffic and convenience conditions while they are considering buying a house. The house has characteristics such as high unit price, high total price and low repeat purchase frequency, so consumers usually choice the house first with the basic needs, then start to consider other factors such as brand. Consumers’ awareness of the house brand is different because of the different consumer background. The ordinary people awareness of the house brand is in the developer company and development project. The ordinary people pay attentions on the scale of the company, resources, quality, and market reputation. When consumers are real estate industry professionals or have enough product knowledge, in additional to developer company, the professional consumer awareness of the house brand is also consider which contractor is building provider. The professional consumers pay attentions on the both companies’ conditions, such as resources, quality, and market reputation. And professional consumer’s awareness of the house brand is in the developer company and contractor.