Research Ordinary Residential Consumer Purchase Decision Factors

"Food, Clothing, Shelter,Traffic" is fundamental to people’s livelihood, and theresidential real estate sector spending to prop up a lot of the city has become a pillarindustry of the economy and leading industries. Residential consumer behavior tostimulate the real estate industry, the development of the steel industry, buildingmaterials industry, furniture decoration industry, electromechanical industry and manyother industries, thus promoting social and economic development. Housing reform in1998abolished the housing allocation system, China’s housing consumers began topurchase their own residential houses according to their needs and wishes of buyers.Factors affecting the purchase decisions of ordinary residential consumers can policymakers, real estate developers, consumers provide some useful thoughts andsuggestions. In view of this, the article in Kunming ordinary residential consumers forthe study, the use of questionnaire data and SPSS statistical analysis tools for ordinaryresidential consumers purchase decision factors Kunming principal componentanalysis.The research of this article firstly established on the basis of previous literaturecombing and analysis, therefore, from the perspective of consumer behavior theory,research perspective buyers decision-making process related to the purchase decisionfactors research and analysis of the academic perspective combing the currentresearch community.The article also take advantage of Statistics Bureau of Kunming, the nationalreal estate market in the data center, km.soufun.com, ynhouse.com and other units andagencies. For example, in the study of the past five years in Kunming ordinaryresidential market prices, the spatial pattern of the market price of ordinary residentialKunming, Kunming ordinary residential real estate market prices rankings, the mainreference when consumer purchasing power and national real estate market statisticscompiled data center data; in the study of ordinary residential market prices for oneyear and finishing the main reference the statistics of km.soufun.com; Kunming in the study of the real estate enterprise market competition and finishing the main referencethe statistics of ynhouse.com.An Empirical Analysis of the article, the main advantage of the questionnairesurvey data. The third part of the paper uses survey-survey respondents basicinformation data, summarizing and analyzing the gender distribution of the surveyrespondents, the distribution of age distribution, marital status, occupationaldistribution, educational attainment, family structure, the demographic characteristicsof household income distribution in seven aspects. The second part of the article theuse of a questionnaire-"Kunming average residential consumer purchase decisionfactors scale" data, using SPSS statistical software, Kunming average residentialconsumer purchase decision factors principal component analysis, summarizedordinary residential livability factors, regional factors common residence, economicfactors, the developer of marketing services factor four principal components factor.Finally, the article presents recommendations for policy makers, real estatedevelopers, ordinary residential consumers. For policy makers, the article proposes tostrengthen the effective control of land supply, improve living facilities andtransportation facilities; For real estate developers, the article proposed accuratemarket positioning on the basis of market research, customer differentiated marketingconcept carried out on the basis of effective marketing and operational capabilitiesenhance brand; for ordinary residential consumers, the article suggested establish theconcept of rational consumption, establish multiple home buyers philosophy, rationalconsumption.