Evaluating factors that affect apartment purchase decision of customers in Ho Chi Minh city
Abstract
Understanding and meeting need of customer are the important keys to make sucess
in business, especially, in real estate market. This study is conducted from January to May of
2015 to evaluate factors affecting apartment purchase decision in Ho Chi Minh city. In actual,
the process of making decision is taken long time and complicated. So, to improve the
efficience in sale, this thesis can be a necessary step for many enterprises to focus on what
customers concerned, evaluate the degree of these factors, make recommendations base given
oppinions of customers.
After 5 months researching, firstly, we can see that the model of this is built based on
several theories, previous studies, and tested on pilot test including group from 30 to 50
people and expanded in 277 samples. The collected data were analysed through IBM SPSS
Statistics version 16 software: Descriptive statistic, Reliability test, Exloratory factor
analysis, Correlation testing and Regression analysis. Consequently, the finding of research
showed that 6 factors including feature of apartment, distance, living space, finance,
environment and reputation of contractor positively influenced this decision and impression
the highest strong relationship of “distance” and “ feature” of apartment. Besides that, the
control variables including various items of demographic including “gender”, “marital
status”, “income”, “job”, which do not significantly impact on purchase decison.
In spite of the limitation of this study, it is still a useful tool for enterprise to use and
make efficience in sale