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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
SU Chaoyan, Punnuch Chaipinchana
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DOI:10.17265/2159-5542/2022.07.011
Payap University, Chiang Mai, Thailand
It is important to study the relationship between marketing factors and purchase decisions of middle-class consumers in Nanning housing market. This study will investigate the factors influencing people decision to purchase houses in Nanning City. The extrinsic housing attributes at this study consist of environmental attributes and location attributes. I have a limited understanding of the purchase behavior of Nanning home buyers in Nanning City. This study adopts the data collection methods of e-mail and field survey. Based on 509 questionnaires, the data were analyzed using descriptive statistics analysis and logistic regression. The results show that location attributes, such as school districts, positively influence housing purchase decisions in Nanning City. This study contributes to an improved understanding of home buyers’ decision making in Nanning City. The beneficiaries of this study include home buyers and marketers and academic institutions. To better meet home buyers’ needs and achieve a competitive advantage, marketers can use the research outcomes to focus more on those housing purchase factors that significantly influence house buyers’ purchase decision making.
marketing factors, middle class
consumer, buying decision
Psychology Research, July 2022, Vol. 12, No. 7, 530-538
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