Volume : IV, Issue : V, May - 2014

Factors Affecting The Buying Behaviour and Buying Preferences of Individual House Owners

Dr. N. Kathirvel, P. Vimalagracy

Abstract :

 Real estate prices in ‘The City Beautiful’ Coimbatore have been shooting up to the extent that it is near impossible for salaried class to buy a home in Coimbatore. Major reasons for such unprecedented increase in prices are high demand and low supply. Reason being, expansion is on the outskirts of the Coimbatore. The research problem has been identified as ‘Identifying Key Factors Affecting Construction Decision of individual houses. Objectives of the study, To Identify Factors Affecting the Buying Behaviour and Buying Preferences of Individual House Owners. The collected data was analyzed with the help of SPSS16. Exploratory Factor Analysis (EFA) was used to identify the various factors from the list of variables. Inferential statistics like ANOVA and t–test were also used to see the effect of demographics on importance given to various factors. Important suggestion of this study, Marketers should prominently communicate features of their projects based on identified factors. Factors like ‘Proximity’ and ‘Recreational & Leisure’ seem to be secondary. However, may be highlighted depending upon the segment of consumers or individual house owners. Conclude this study, When, it comes to the offering of product to the prospective buyer marketers should focus on these identified factors according to the order of preference as found in the study.  

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. N. Kathirvel, P.VIMALAGRACY Factors Affecting The Buying Behaviour and Buying Preferences of Individual House Owners Indian Journal of Applied Research, Volume.4, Issue.5, May-2014


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