A Study On The Factors That Affect Consumers' Purchasing Intention And The Marketing Strategies

The linked reaction of financial crisis not only can bring big vibration to a variety of industries in various countries, but also can make people rethink the consumption of the inexplicable and rational element increase gradually. With the pace of the financial crisis, the real estate industries have to face unprecedented challenges as well, the problem of the falling of housing prices and housing vacancy rate are soaring. Real estate industries have to face: how to maintain their competitive advantage in such crisis situations? How to make rational analysis of consumers'purchase in order to make marketing strategy effectively? All these problems force the real estate industries to refocus on the present stage of the rational terminals of consumers.Under the financial and economical crisis environment, the emergence of new conditions and new factors allows consumers'purchase to be more complex and diversified. However, the factors of influencing consumers'purchase intention can not be confined to the past data. In the new factors, how to distinguish the decisive factors and subsidiary factors? How to recognize their relationship? How to analyze these factors that influence consumers'purchase intention? All of these are the focus of this thesis.This thesis combs the literature both at home and abroad, and makes an analysis on the four dimensions that influence consumers'purchase intention, including psychological factors, economic conditions, situational factors, macroeconomic policy analysis, comes out of 25 indicators, designs and researches the 150 questionnaires, uses the principal component analysis to identify the key factors of influencing consumers'purchase, then presents some appropriate marketing strategies. The empirical research framework of this paper is divided into three parts: part one is questionnaire analysis; part two constructs the system that affects consumers'purchase intention; part three is the process of principal component analysis model. SPSS15.0 software is used in the analysis process; tests of the reliability and validity of the questionnaire are carried out to ensure data credibility. Through principal component analysis method, the eight principal components are extracted. The study shows that the 11 indicators of situational factors have a larger impact on consumers'purchase. Then, the principal component analysis is used again to analyze the situational factors, and the four principal components are produced: marketing strategies of real estate industries, reputation and brand effect of real estate industries, their own factors of estate projects, and the follow-up self-service facilities. By restructuring the 25 indicators, the factors that influence consumers'purchase will be divided into three areas, namely controllable factors, inducible factors, uncontrollable factors. Combined with the use of the results of the two principal component analyses, the corresponding marketing strategies are designed. Thus, a great many new contents will be injected into the marketing of the real estate industries under the financial crisis.