An Examination of a Strategic Household Purchase: Consumer Home Buying Behavior

Mateja Kos Koklic, Faculty of Economics, University of Ljubljana
Irena Vida, Faculty of Economics, University of Ljubljana

AN EXAMINATION OF A STRATEGIC HOUSEHOLD PURCHASE: CONSUMER HOME BUYING BEHAVIOR

 

Mateja Kos Koklic, University of Ljubljana

Irena Vida, University of Ljubljana

 

 

The purpose of this study is to apply the existing knowledge in the field of consumer decision-making to the consumer home buying behavior with the ultimate aim to provide guidance for consumers on how to make wiser purchases. The results of our qualitative research suggest that cognitive and rational factors do not offer sufficient explanation of consumer behavior in the case of a high-involvement product such as a house. In addition to the idiosyncratic characteristics of the customer, his/her personal situation and environmental factors, the role of feelings, experience, subconscious factors, needs and goals should be taken into account.
[ to cite ]:
Mateja Kos Koklic and Irena Vida (2006) ,"An Examination of a Strategic Household Purchase: Consumer Home Buying Behavior", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 288-289.