The housing market efficiency in luxury segment: Issues and evidence from customer perspective
Özet
The purpose of this study is to define what criteria is assessed basically by the consumers for purchasing the branded housing projects and luxury homes. It is clearly observed the importance of the housing market in the real estate sector has increased recently. Because the community has tended to look for different directions in real estate purchasing and due to the awareness particularly after the earthquakes, it is essential to accomplish different marketing strategies in the real estate market. By means of customer oriented approach, the criteria must be previously established and in this direction, the process development and marketing process must be carried out. For this reason, by means of defining the basic qualities that have taken into the consideration of purchasing of the houses in the branded house projects performed in Istanbul, the trends in the market dynamics are researched. Especially in the market where the branding activities are rapidly implemented, the importance of the brand trust takes part in the questions that are researched. The scope in the study is limited by Istanbul province and the judgment sampling method benefits in the sample. The data is analyzed by AHP method and the importance level of the purchasing criteria is defined accordingly. In consequence, the list of basic qualities is established, especially in the brand positioning for the sector.
