아파트 브랜드이미지가 구입에 미치는 영향에 관한 분석

Abstract

A house's value is an abstract concept as much as an individual taste, in turn causing an effect on a consumer's housing purchase behavior. Consumers do not choose their housing solely on the basis of its functionality; but moreover, by taking into consideration a house's value, such as the possibility of a rise in housing prices, social setting, and company prestige, home buyers will make a final decision in purchasing a home. With these desires, housing consumers have a preference for reliable and quality built homes, built by big firms. Construction firms began to market and sell their independent brand names to differentiate themselves from other apartment housing competitors. During the Exchange Crisis in the late 1990s, unsold apartments caused an economic liberalization of selling prices. But since the rise of income level in the 2000s, Korean consumer's budgets have increased for a reputable apartment's worth. To enable housing consumers to choose their housing, construction firms have made efforts to enhance or establish their own unique brand name image. And over time, the influence of the power their brand name has had on consumers, has gradually increased. It has been shown that the abstract value system of a product's brand name, rather than the functionality of the actual product, has led consumers to make a purchasing commitment. So now construction companies will continue to build up their brand name image, reputation and prestige to differentiate themselves from the rest, and satisfy customer's desires. Companies should focus their brand name image around creative concepts and reasonable prices, considering buyers' positive well-being in the natural environment of their home. This study was intended to identify what motivates and influences a consumer's intention to buy, and what is desired and sought after from consumers. This study should assist and reinforce housing suppliers to establish their reputation for quality and customer satisfaction by strategizing their marketing plan based around their customer's desires, to create a better housing culture.