Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/223065
Title: PROPERTY SEARCH CHANNELS: FACTORS AFFECTING CHOICE
Authors: YAP KUAN HENG
Keywords: Real Estate
Yu Shi Ming
2012/2013 RE
Online property advertising
Issue Date: 22-Nov-2012
Citation: YAP KUAN HENG (2012-11-22). PROPERTY SEARCH CHANNELS: FACTORS AFFECTING CHOICE. ScholarBank@NUS Repository.
Abstract: The high Internet penetration in Singapore has provided an attractive alternative for real estate agents and marketer to advertise on it. While this is nothing new, another attractive platform for advertisers has also emerged over the last few years: the mobile platform. This phenomenon is further boosted by the high smartphone ownership in Singapore. This research seeks to explore the various channels home seekers use to search for property rental and sales listings, focusing on the Internet and the mobile platform. The few objectives to be achieved through this research include: comparison of traditional advertising and new media advertising, determine channels home seekers use to search for property rental and sales listings, explore the factors affecting their choice, and find out why they are using (or not using) the new mobile channel which has just gain its popularity among advertisers recently. Both quantitative and qualitative data analysis is adopted to achieve these research objectives. Quantitative data was generated from a survey of 300 respondents. For deeper exploration of the research topic, 20 respondents were randomly selected for an in depth interview. Results revealed that most home seekers use the Internet to search for property rental and sales listings information as it has several advantages over other channels. While mobile advertising is on the rise, results also revealed that generally there is a lack of awareness and home seekers to not use it to search for property listings information.
URI: https://scholarbank.nus.edu.sg/handle/10635/223065
Appears in Collections:Bachelor's Theses

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