A Strategic Household Purchase: Consumer House Obtaining Behavior Mateja Kos Kokliˇ c Irena Vida

The essence this research is to take a look at consumer house-buying behavior from your consumers' point of view. In view of the existing literature exploring consumer making decisions, the purpose of this research was threefold: (a) to recommend a conceptual model of consumer decision making in the frame of consumer habit; (b) to achieve knowledge of elements impacting this technique from the scientific standpoint together with the focus on prefabricated house acquisitions; and (c) to offer implications to get beneficial acquisitions of premade houses. The results of our in-depth selection interviews with recent owners and potential buyers of any custom-made prefabricated house suggest that cognitive and rational elements do not offer sufficient description of consumer behavior in the case of a high-involvement product for example a house. Beyond the idiosyncratic qualities of the client, his/her personal situation and environmental elements, the role of feelings, experience, depths of the mind factors, needs and goals should to be studied into account to better understand this kind of decision making. Key Words: consumer decision-making, strategic buy, prefabricated residence, qualitative analysis jel Classification: m30, m31

Introduction The field of consumer studies mostly centered on two main questions: how consumers begin making decisions (descriptive theories), and how decisions should be produced (normative theories) (Edwards and Fasolo 2001). Research directions, aimed at exploring how buyers should decide, had been emerging these days. Several evaluations have appeared against the existing literature which usually focuses practically exclusively around the marketing point of view and neglects consumers and their difficulties in decision making (Bazerman 2001; Gronhaug, Kleppe, and Haukedal Mateja Kos Kokliˇ is a great Assistant on the Faculty of Economics, c University of Ljubljana, Slovenia. Irena Existencia is a Mentor at the Faculty of Economics, University of Ljubljana, Slovenia. Managing Global Transitions 7 (1): 75–96


Mateja Kos Kokliˇ and Irena Vida c

1987). Short and Bazerman (2003, 187) developed the concept ‘creating accurate value intended for the consumer and, thus, adding value to society is one of the most obvious techniques business organizations associated with world a much better place'. This notion of a consumer-focused approach is also supported by Bargh (2002), who is convinced consumer analysis should equilibrium studies of how to influence consumers with studies of how consumers could defend themselves against and control such influences. Probably the most influential areas within buyer behavior is client decision – making (Bargh 2002; Simonson et approach. 2001; Bettman, Luce, and Payne 1998). At the conceptual level, different consumer decision-making models had been proposed in the literature current decades. Nevertheless , many research workers believe that a specific, situationand product-oriented unit is needed in studying getting (Erasmusm, Boshoff, and Rousseau 2001). What is more, investigating decisions, that can really make a difference of consumers, just like car or house order, can make a vital contribution to consumer behavior knowledge (Wells 1993). In respect to Erasmus, Boshoff, and Rousseau (2001), an disovery approach with the purpose to unfold the reality may present opportunities to get an understanding from the complexity of specific decision-making circumstances, just like first-time home buying. Consideringg the existing literature exploring consumer decision making the moment purchasing high-involvement and emotionally charged goods, the purpose of this research was threefold: (a) to develop a conceptual model of decision – making for a prefabricated house purchase; (b) to gain knowledge of factors affecting this process through the empirical viewpoint; and (c) to offer implications pertaining to beneficial proper household buys. Strategic decision making refers to the process of decision making...

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