Brand Image factor influence in Purchase Decision of Residential Houses – An Empirical Analysis in Chennai Real Estate Market
Authors/Creators
- 1. Assistant Professor, School of Business Studies and Social Sciences Christ Deemed to be University, Bengaluru
Description
Purchase decision pertinent to high investments and one time buying in life times
is a complex process and difficult to decide easily particularly in the case of buying
new homes. Buyers do analyze cluster of buying criteria before preferring to buy a
residential property. These comprehensive purchase decision making criteria usually
encompass location, neighborhood, basic infrastructures, amenities, accessibilities,
schools, hospitals and many more. In spite of considering these factors residential
buyers alsoconcede importance to brand images of the Real Estate Company or
builders in their buying decisions. This study ascertains importance of brand image
factors along with otherpurchase decision criteria of buyer in Chennai real estate
market. This research article analysis the correlation of demographic attributes
of buyers with their purchase decision criteria. The descriptive research design is
adapted and data was collected from the respondent in structured questionnaire
patterns. This study found significance of brand image factors in decision making
criteria for buying residential homes in Chennai real estate market.
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