Factors Affecting Young Customer's Apartment Purchasing Intention IN DI AN City, Binh Duong, Vietnam

Abstract

The real estate market is one of the business fields largely influenced by various factors that shape consumer intentions, especially among young customers. The main objective of this research is to eventually explore the factors influencing the purchase decision of mid-range apartments by young customers in Di An City, Binh Duong Province, Vietnam. The author successfully built the research model based on theoretical foundations and previous studies on purchase intention and apartment decision-making. Both qualitative and quantitative methods were well applied to analyze the collected data. Using the qualitative method, the author gathered all data through interviews with a group of experts (10 individuals). In contrast, the author processed to analyze quantitative data using SPSS 20.0 software based on a valid sample of 325 out of 360 distributed survey questionnaires.

The study finally identified five factors influencing the purchase intention of mid-range apartments among young customers in Di An City, namely Finance Concerns (FC), Corporation Image (CI), Location (LC), Environment (EN), and Consumer Lifestyle (CL). Based on the degree of influence, real estate businesses need to prioritize these factors to formulate the most suitable and effective policies. Notably, this research highlights that Consumer Lifestyle is really a new interesting factor compared to previous studies on the same topic in Vietnam.