A Study on Consumer Buying Behavior of Re-house Market in Kaohsiung

• Main Authors: Chung-Wen Cheng, 鄭宗文
• Other Authors: Yu Peng
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/49296359543712686665

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === The research uses two questionnaires. The first questionnaire object is estates brokerage consumer in Kaoshiung during two years(2005~2006), second one is estates brokerage marketing people in Kaoshiung. The three research purposes are understand: (1) consumers’ buying behaviors,(2) owning second-hand residential houses customer satisfaction, (3)difference of process quality/perception between estates brokerage marketing people and consumers. We granted the 720 consumer questionnaires, then the response rate was 39.3%; the 365 consumer questionnaires were granted , then the response rate was 58.3%. The conclusions of research are shown:(1)The main information source is outdoor advertising. 3/4 consumers search massages of estates brokerage online; Consumers pay more attation to quality of houses; They satisfy with thire houses after looking 7.4 houses and spending three months. 20~30％ consumers ask God and location of houses; Price of the house is 74.4%〜85.6% tax; 2/3 consumers redecorate after buying.(2) Consumers have 40~50％ satisfaction with estates brokerage and marketing people, specilly honest, first impreesion, in time,and reality of assets specifics, and hope that business disclosure process of transations and price.(3)The differences of quality of service process between marketing people and consumers are “in time”, “negotiating prices”, “reality of assets specifics”.Fanily, the reaserch floats reinforce ability of information system; advance the mode of advertisement marketing and try to build the consumer guiding manage system, gives agent as reference material.