아파트 구매자의 구매의사결정 과정에 미치는 요인분석

A Study on the Factors affecting Apartment Purchase Decision-making : Focused on the Residents in Incheon City

1. CONTENTS (1) RESEARCH OBJECTIVES This study is to analyze the factors affecting apartment purchasing decision of residents in Incheon city, and to present marketing strategies to meet the customers' demands and cope with the changes in the future market based on the results. (2) RESEARCH METHOD Data collected were analyzed for the study aim in such ways as frequency analysis, t-test, one-way ANOVA, and crosstabulation analysis by means of SPSSWIN 15.0 statistic package. (3) RESEARCH FINDINGS As a result of the research, the factors that are regarded as relatively important are as follow: ① inner factors : vibration and noise, crime prevention facility, ventilation facility, ② outer factors : safety facility, lighting, direction of the apartment. ③ additional facilities : parking lot, green space, ④ surrounding environment noise of surrounding areas, air pollution, crime prevention of surrounding areas, mass transit system, natural environment ⑤ price factors : value of investment, apartment price, price of surrounding apartments, in the order. 2. RESULTS Marketing strategies based on analysis results of the factors affecting apartment purchasing decisions among customers are as follows: ① As a result of analyzing the inner factors, it turned out that constructors should secure pleasant life environment and thorough crime prevention facility through sound construction of apartments. ② As a result of analyzing outer factors, it turned out that for safety facility in preparation to robbery and fire, robbery prevention system, fire extinguishing facility, and evacuation facility should be installed. ③ As a result of analyzing additional facility factors, it turned out that such areas as green space within the apartment complex are required. ④ As a result of analyzing surrounding environment, it turned out that customers take into consideration environment securing pleasantness and safety around the apartment complex. ⑤ As a result of analyzing price factors, it turned out that there should be strategies to emphasize the proper level of apartment prices and value of investment that customers have in mind.