Buyer Behaviour

BUYER BEHAVIOR

ASSESMENT TASK 1 – INDIVIDUAL REPORT

Student: Carlos E. Hurtado G

Student Number: S0222034

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Executive Summary.

Table of contents

1. Introduction

2. List of 5 accommodation options

3. Introduction respondents- tabulation of the rankings – summated discussion of each choice

4. Analysis of participant responses using theory

4.1 Motivation Respondent 1

4.2 Motivation Respondent 2

4.3 Motivation Respondent 3

4.4 Values Respondent 1

4.5 Values Respondent 2

4.6 Values Respondent 3

4.7 Self and self identity Respondent 1

4.8 Self and self identity Respondent 2

4.9 Self and self identity Respondent 3

5. Comparison of theoretically based differences between respondents and their rankings

6. Recommendation

1. Introduction.

Buying or Renting House is an important decision. The process of choosing accommodation involve elements such as: Values, level of motivation, perceptions, desires that could defined as internal elements (Bloemer and Dekker 2007). External characteristics as size of the house, life style and demographic factors also playing an important role at the moment to make a decision. In this assessment will analyse the process of choosing accommodation to three (3) people from point of view of Motivation, values and Self that each respondent manage and as these having influence on their decision.

To develop the study, the people selected will have the opportunity to choose five different alternatives (housing types) in order to their preference. These people will be interview using a survey as research method. These survey include questions about demographic characteristics, preferences, motivations and personality factors which objective is determined the reason of choosing using theory of decision making (Motivation, Values and the self) and supported by theoretical literature.

Finally, using the information of the research will select one type of housing and will develop a marketing strategic for her (To develop this point, we will take into account the preferences one the respondents).

2. List of (five) 5 accommodation options

For develop to the research, the people interviewee had the possibility to choose five (5) accommodation types in order to their preferences. The options were the following:

• Option No.1:

Buying Villa House (Suburb):

Ubication: Runcorn, Fruit grove (South Brisbane)

Cost $ 460,000 (realstate.com.au 2012a)

Property Description

• Property Type:House - villa

• Bedrooms:3

• Bathrooms:2

• Land Size:288 m² (approx)

• Indoor Features

• Ensuite:1

• Ducted Cooling

• Outdoor Features

• Garage Spaces:1

• Water Tank

• Greywater System

• Option No. 2:

Buying economy Restore house (Suburb):

Ubication: 8 Ellen Stree, Albion,QLD 4010

Cost $ 300,000 (realstate.com.au 2012b)

• General Features

• Property Type:House

• Bedrooms:2

• Bathrooms:1

• Land Size:529 m² (approx)

• Indoor Features

• Floorboards

• Outdoor Features

• Garage Spaces:1

• Option No. 3:

Renting Apartment in the City:

Ubication: Unit 5,16 St James Street, Brisbane

Cost $ 2,300 x month (realstate.com.au 2012c)

Property Description

Accommodation - The apartment displays city views from the rear balcony, from the front verandah enjoy a pleasant leafy street view. The apartment has a thoughtful floor plan with a well proportioned living area and separate kitchen. The bedroom is a good size, pretty windows open to a leafy outlook. The kitchen, with gas stove, and the bathroom are well maintained in an original condition.

Features - Ornate ceilings, cornicing, picture rails and timber flooring are only a few features which make this unit such a delightful...show more

• View Sold Properties for this Location

• View Auction Results

• General Features

• Property Type:Apartment

• Bedrooms:1

• Bathrooms:1

• Outdoor Features

• Open Car Spaces:1

• Option No. 4:

Buying luxury house in Eagle Farm:

Ubication: 66 Zillman Road, Hendra, QLD 4011

Cost $995,000 (realstate.com.au 2012d)

Property Description

• Bedrooms:3

• Bathrooms:2

• Land Size:776 m² (approx)

• Indoor Features

• Study

• Outdoor Features

• Garage Spaces:2

• Swimming Pool – Inground

• Option No. 5:

Buying Apartment in the City (Festival Towers):

Ubication: 108 Albert Street Brisbane City, Qld 4000

Cost $499,000 (realstate.com.au 2012e)

Property Description

-2 large bedrooms with built-ins, master with en-suite

-Gas stainless steel appliances in well equipped kitchen

-Alfresco dining with floor to ceiling glass

-Ducted air-conditioning through out

-Same level storage cage

-One Car space

• General Features

• Property Type:Apartment

• Bedrooms:2

• Bathrooms:2

• Building Size:86.03 m² (9 squares) approx

• Indoor Features

• Air Conditioning

• Outdoor Features

• Garage Spaces:1

• Swimming Pool - Inground

3. Introduction of the respondents- tabulation of the rankings – summated discussion of each choice

To

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