Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/221755
Title: A STUDY TO DETERMINE THE BRAND CONSCIOUSNESS OF HOMEBUYERS AND THEIR ATTITUDES TOWARD LUXURY RESIDENTIAL DEVELOPMENTS
Authors: SIT XIANG QUAN DENICE
Keywords: Real Estate
RE
Lim Lan Yuan
2012/2013 RE
Branding
Luxury
Residential
Issue Date: 23-Apr-2013
Citation: SIT XIANG QUAN DENICE (2013-04-23). A STUDY TO DETERMINE THE BRAND CONSCIOUSNESS OF HOMEBUYERS AND THEIR ATTITUDES TOWARD LUXURY RESIDENTIAL DEVELOPMENTS. ScholarBank@NUS Repository.
Abstract: Although there is a substantial amount of research conducted on the concept of branding and attitudes toward luxury, only a few focus on branding in the context of real estate and none of them focuses on attitudes toward luxurious developments. Due to increasing affluence in today’s society, the rising demand for luxury residences developed increases the need for developers to understand the motivations behind a consumer’s intention to purchase such products. Many factors influence a buyer’s decision to purchase luxury homes. They include the physical as well as the intangible aspects. The study focuses on the consumer’s level of brand consciousness and attitudes toward such properties to find out whether they have an impact on decisions. A survey was administered to gather opinions from homebuyers and potential homebuyers in Singapore. The findings suggest that there is a rather high level of brand consciousness among the respondents. Further analysis revealed that consumers are particularly mindful of the functional benefits of luxury homes when making purchase decisions. In addition, their intention to buy is inversely proportionate to the perceived uniqueness of such developments. Besides brand consciousness, the findings also showed that there are other attributes that affect a buyer’s intent to purchase. They are the physical aspects like location, level of quality, potential rental returns and resale value, private car park spaces and the developer’s reputation.
URI: https://scholarbank.nus.edu.sg/handle/10635/221755
Appears in Collections:Bachelor's Theses

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