부동산마케팅에서 소비자 구매의사결정 과정에 대한 이론적 고찰

A Study on the Theoretical Approach of Purchase Decision Making Process of Consumer in Real Estate Marketing

1. CONTENTS (1) RESEARCH OBJECTIVES In this study I try to answer the question, “In real estate marketing, what is the steps on purchase decision making process of consumer?” In order to solve the research problem, I have established specific objectives of this study as follows. First, I should propose the purchase decision making process of consumer in real estate marketing. Second, I should analyze specific influential factors on consumer decision making process in real estate. (2) RESEARCH METHOD I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on consumer behavior in real estate and purchase decision making process of consumer. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As the purchase decision making process of consumer in real estate marketing, problem recognition and information search, alternative evaluation, purchase and postpurchase behavior are specifically proposed. They will contribute to the theoretical progress of understanding on consumer behavior in real estate. 2. RESULTS This study enlarges general marketing to real estate marketing by analyzing specific influential factors on consumer decision making process in real estate. However, the implications should be evaluated in the light of certain limitation. Because this study shows the characters of exploring study, the future study of cross-sectional design should be conducted so that the purchase decision making process of consumer in real estate can be assessed more accurately.