IMPACT OF SOCIETY /SOCIAL GROUPS ON PURCHASE INTENTIONS OF HOME BUYING-
Consumers are the most important factor that will make any business run smoother. The strategy to study the behavior of consumers which are where, when, how and what to buy are the most important. Including a study of the factors that influence both internal and external such as self-concept, culture, age, and family for examples, helps to predict behavior and planning strategies . Those behaviors are influenced by 3 main factors, namely, cultural factor, social factor and personal factor.There are several factors when buying a house. Some literature has indicated that there are eight factors which can be applied when purchasing a home, the amount of rooms, quality of building, health facility, land size, location, finance, advertising and other factors . Some have explored the factors that impact on the decision making can be described in three factors which are; the characteristics of the house, neighborhood and the developer
Behavioral Intention is the readiness of an individual to certain actions. The intention was to affect the expression of behavior continues.
In purchasing situations, consumers may follow a group norm or the celebrities
and influencers who endorse a product . This is because consumers use information
that is derived from a reference group to evaluate their opinions
, and they may duplicate the purchase
behaviour of a group norm. Sometimes consumers believe
that information cues from others are reliable . Consumers
also seek to build a reputable and respectable impression
on their peers. For example, Kurt et al. (2011) found that men
tend to have higher purchase intentions when they go shopping
with a friend than when they go alone. All of these studies try to
explain the impact of reference groups on purchase intention.
However, other marketing stimuli, such as types of shoppers and
product involvement, can also have an impact on purchase intention.
These stimuli will interact during the process of decision
making.
Purchase intention depicts the impression of
customer retention. There are certain functions of the brand, which have a strong
influence on the purchase intention of the customer’s i.e. brand image, product quality,
product knowledge, product involvement, product attributes and brand loyalty. This study
will show the purchase behavior of the customers that how general public attract to
make purchase of the branded product and also reveal the important aspects which are
quite necessary to capture the purchase intention of the customers.
