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A Strategic Household Purchase: Consumer House Buying Behavior

  • Mateja Kos Koklic

    (University of Ljubljana, Slovenia)

  • Irena Vida

    (University of Ljubljana, Slovenia)

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    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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    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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    1. Hauser, John R & Urban, Glen L, 1986. " The Value Priority Hypotheses for Consumer Budget Plans," Journal of Consumer Research, University of Chicago Press, vol. 12(4), pages 446-62, March.
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    4. Cripps, John D & Meyer, Robert J, 1994. " Heuristics and Biases in Timing the Replacement of Durable Products," Journal of Consumer Research, University of Chicago Press, vol. 21(2), pages 304-18, September.
    5. Beatty, Sharon E & Smith, Scott M, 1987. " External Search Effort: An Investigation across Several Product Categories," Journal of Consumer Research, University of Chicago Press, vol. 14(1), pages 83-95, June.
    6. 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.
    7. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
    8. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 187-217, December.
    9. Rosenthal, Leslie, 1997. "Chain-Formation in the Owner-Occupied Housing Market," Economic Journal, Royal Economic Society, vol. 107(441), pages 475-88, March.
    10. Wells, William D, 1993. " Discovery-Oriented Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 19(4), pages 489-504, March.
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