A Strategic Household Purchase: Consumer House Buying Behavior

Mateja Kos Koklic and Irena Vida
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Mateja Kos Koklic: University of Ljubljana, Slovenia
Irena Vida: University of Ljubljana, Slovenia

Managing Global Transitions, 2009, vol. 7, issue 1, pages 75-96

Abstract: The aim of this study is to examine consumer house-buying behavior from the consumers’ perspective. In view of the existing literature exploring consumer decision making, the purpose of this research was threefold: (a) to propose a conceptual model of consumer decision making within the frame of consumer behavior; (b) to gain knowledge of factors impacting this process from the empirical standpoint with the focus on prefabricated house purchases; and (c) to offer implications for beneficial purchases of prefabricated houses. The results of our in-depth interviews with recent owners and potential buyers of a custom-made prefabricated house suggest that cognitive and rational factors do not offer sufficient explanation of consumer behavior in the case of a high-involvement product such as a house. In addition to the idiosyncratic characteristics of the customer, his/her personal situation and environmental factors, the role of feelings, experience, subconscious factors, needs and goals should to be taken into account to better understand this kind of decision making.

Keywords: consumer decision-making; strategic purchase; prefabricated house; qualitative research (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2009
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