INVESTIGATING THE MARKETING MIX FACTORS INFLUENCING CONSUMER DECISION TO PURCHASE REAL ESTATE IN ZIBO, CHINA

Abstract

Recently, real estate has gradually become an important asset of many Chinese residents. Whether or not to buy a house has become a question that many Chinese residents are considering, but at the same time, many Chinese real estate companies are facing increasingly serious problems in the sales process, thus analyzing the marketing mix factors influencing consumer decision to purchase real estate in China have practical significance. This paper draws on the relevant literature, summarizes the relevant research theories, and then determines the research independent variables of this paper as the product, price, place and promotion. This study uses questionnaires to collect data and analyzes it. 384 questionnaires were collected from Zibo residents. Then, based on the actual situation in China, the factors influencing consumer decision to purchase real estate in Zibo, China were studied. Through the analysis of the survey data, this study found that the price and promotion of the marketing mix factors have an obvious association with consumer decision to purchase real estate in Zibo. Therefore, real estate companies should pay attention to the impact of these two aspects when selling real estate products and improve their marketing strategies according to actual conditions.