The Effect Of Price Factor And Knowledge Acquisition Mechanism On The Selection Of Property Location

Muhammad Al Eizzat, Marzuki (2015) The Effect Of Price Factor And Knowledge Acquisition Mechanism On The Selection Of Property Location. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Consumer learning can be defined as a process through which they acquire information and experience about a consumption, which they apply to future buying behaviour. A complex buying behaviour is a type of buying decision where consumers are fully involved in the complex process when they are completely concerned about purchasing a product and make out a significant difference amongst the brands. Property in Malaysia able to give a good benefit but there are many questions arrive in the mind of purchaser such as price, location, and many more. Consumer decision making is a complex phenomenon, it is a process that is affected by various factors and follows different approaches for each of the product. Therefore, this research was aimed study the effect of demographic factors on property location selection and to examine the effect of knowledge acquisition mechanism and price on consumer’s property location selection. Various approaches have been used in the search for answers to the objectives specified in the study, which distributes the questionnaire, as well as some of the methods used to analyze the data obtained as the validity and reliability analysis. All data was obtained from a variety of backgrounds and respondents. From the result of analysis indicates that there is a strong relationship between independent variables (price, site visit and internet) and the dependent variable (location selection). Overall, it was concluded that property price significantly affecting consumer’s choice of location. In addition, site visit and internet are the knowledge acquisition mechanisms that have significant relationship with property location selection.

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