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A Strategic Household Purchase: Consumer House Buying Behavior

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  • Mateja Kos Koklic

    (University of Ljubljana, Slovenia)

  • Irena Vida

    (University of Ljubljana, Slovenia)

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    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.

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    Bibliographic Info

    Article provided by University of Primorska, Faculty of Management Koper in its journal Managing Global Transitions.

    Volume (Year): 7 (2009)
    Issue (Month): 1 ()
    Pages: 75-96

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    Handle: RePEc:mgt:youmgt:v:7:y:2009:i:1:p:075-096

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    Related research

    Keywords: consumer decision-making; strategic purchase; prefabricated house; qualitative research;

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    References

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    1. Ozanne, Julie L & Brucks, Merrie & Grewal, Dhruv, 1992. " A Study of Information Search Behavior during the Categorization of New Products," Journal of Consumer Research, University of Chicago Press, vol. 18(4), pages 452-63, March.
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    7. Bargh, John A, 2002. " Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, University of Chicago Press, vol. 29(2), pages 280-85, September.
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    Cited by:
    1. Diego A. Salzman & Remco C.J. Zwinkels, 2013. "Behavioural Real Estate," Tinbergen Institute Discussion Papers 13-088/IV/DSF57, Tinbergen Institute.

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