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

5.1Motivation Respondent 1
5.2 Motivation Respondent 2
5.3 Motivation Respondent 3
5.4 Values Respondent 1
5.5 Values Respondent 2
5.6 Values Respondent 3
5.7 Self and self identity Respondent 1
5.8 Self and self identity Respondent 2
5.9 Self and self identity Respondent 3

5. Comparison of theoretically based differences betweenrespondents 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 alsoplaying 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) inorder 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 informationof 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 werethe 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)

Property No. 110083261
Page Visits: 639
* General Features
* Property Type:House
* Bedrooms:2
* Bathrooms:1
* LandSize: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 viewsfrom 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...