MBA essay帮写:影响印度都市圈住宅购买决策的因素分析
Factors Affecting Purchase Decision Of Apartments Metropolitan India
本文的目的是洞察印度买家购买一套公寓动机。驱动需求偏好的公寓的因素很难衡量的,往往是建设者可能没有了解买家。
设计/方法/方法-本文的研究是基于电话访谈和网络调查,他们买了一家在过去的1年和准买家希望在未来的一年买一套公寓。他们分别处于印度-德里,孟买,班加罗尔加尔各答和金奈。使用因子分析的数据进行分析,以确定买家最看重的公寓标准。这项研究是在所有年龄段,不论他们的意图,他们购买公寓的原因。此外,聚类分析用来确定集群和一种方式Anova被用来确定持有不同的价值,不同的集群的因素。判别分析是用来确定任何差异的行为。
Purpose - The purpose of this paper is to provide an insight into the motivation behind Indian buyers when looking to purchase an apartment. The factors driving demand preferences for apartments are not well established and are difficult to measure, and often builders may not have an insight into what buyers are looking for.
Design/methodology/approach - The research in this paper is based on telephonic interviews and internet based survey with recent purchasers, who bought a home in the past 1 year and prospective purchasers looking to buy an apartment in the coming one year. They belonged to number of locations across all metropolitan cities of India - Delhi, Mumbai, Bangalore, Kolkata and Chennai. The data were analysed using factor analysis to identify the criteria in an apartment that buyers value the most. This research was done across all ages and irrespective of their intention of why they bought the apartment or if this was their first purchase. Further, Cluster analyses was used to determine clusters and one way Anova was used to determine the factors that hold different value to different clusters of people. Discriminant Analysis was used to determine any difference in behaviour of first time purchasers with others.
Findings - The findings in this paper revealed that issues signifying "affluence" accounted for approximately 27 percent of the choice of housing by Indian buyers to purchase apartments in metropolitan India and hence was the most important factor. Also, Cluster Analysis revealed that demographically different set of buyers differ significantly in their attitude towards "Financial" factors with the younger cluster giving it more importance. Discriminant analysis revealed that first time buyers give significantly more importance to "Financial" factors like "House price", "Income" whereas they give much lesser importance to "Builder reputation" and "Status of neighbourhood".
Research limitations/implications - The research in this paper is aimed specifically at Indians living in metropolitan cities only which may be very different from the rest of India. The majority of the respondents belong to Delhi, which may also bias the results. The majority of the data has been collected from an online survey which may reduce the validity of the findings.
Practical implications - If due consideration is given to the factors that buyers are most concerned about, builders of new apartment housing would be better equipped to meet this demand and maximise their profits. They would know which factors to concentrate on to be able to demand a higher price. Builders will also be able to target buyers better by knowing the difference in preference of first time buyers to others as also the difference in preference of younger purchasers than the elder.
Originality/value - This paper provides an invaluable insight into Indians' concept of a suitable apartment in metropolitans. While important decision factors were determined for the entire population, further analysis was done to determine difference in issues considered important by first time buyers. Also, the most important factors were determined for different demographic clusters. Thus in this way, the transaction of purchasing an apartment was analysed from several points of view.
Keywords Consumer behaviour, Purchase, Apartment, India
INTRODUCTION 引言
The Real Estate sector is important to the Indian economy. In terms of employment generation, it is second only to the agricultural sector. The housing sector contributes nearly 5% to India's GDP. It is expected to rise to 6 per cent in the next five years.
Property markets in