A Research On The Requirements And Influencing Factors Of House Consumption Behavior Of Citizens In Changsha

With the rapid development of the Chinese realty market, government, land agents and scholars pay more and more attentions on it. But they didn't attach importance to the research and application of house consuming behavior. This survey was to uncover the house consumption requirements of citizens in Changsha, then explored the product attributes factors which influence it and the orders of those factors by their importance to instruct land agents to exploit computer market and to work out marketing strategy, as well as give some advices to the citizens who are going to purchase houses.The result of the survey of the house consumption requirements of citizens in Changsha showed: the first purpose of house purchasing was for themselves to live in; their demands are eagerly and they prefer this kind of houses which are composed of living room, dining-room and 3 chambers with 80-100m~2 squares; the house demands preference are different among ages and occupations. On base of literature review and interviews, the main points of this paper was to explore the product attributes factors influenced house consumption of citizens in Changsha. After collecting first-hand data through the way of questionnaire investigation and factor analysis using statistic software SPSS 11.5,eight influencing factors about product attributes were found, which were house quality, house location, price, parallel establishment, aftersales service, increase in value, community culture and brand of land agents. Moreover, the rank of importance of all these factors was analyzed in this paper, and the result showed that house quality, location and price factors are the most important factors, and brand of land agents factor is relatively the least important.At last, on base of study conclusion, relevant suggestions were put forward for land agents and house consumers .Also, this paper pointed out the limitations of study and study directions in future, that is to say, as an exploratory study, this paper can't include all the influencing factors, and maybe there exist some other influencing factors, which will be the study direction in future.