Real Estate Marketing and Factors Impacting Real Estate Purchasing: An Application on Turkey

Real Estate Marketing and Factors Impacting Real Estate Purchasing: An Application on Turkey

Mustafa Likos (Çankaya University, Ankara, Turkey), Mahir Nakip (Çankaya University, Ankara, Turkey) and Aytaç Gökmen (Çankaya University, Ankara, Turkey)
DOI: 10.4018/IJAMSE.2019070102
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The purpose of the study is to introduce factors impact on purchasing behavior in real estate marketing. The seven factors analyzed—location, structural factor, neighborhood, social factor, reference group, financial, advertising—have a direct effect on real estate purchasing behavior. A questionnaire prepared for this purpose was applied to 235 randomly selected people and the collected data were analyzed by variance analysis method. According to the results of the statistical analysis, factors such as location, structural factor, social factor, neighborhood, financial, advertising factor influence the purchasing behavior of the real estate, and it is observed that the reference groups do not affect the purchasing behavior.
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The Issue Of Real Estate And Real Estate Marketing

Real estate is a means to serve human beings as a shelter and is a focal point of the living of family members. Beyond this, it is a shelter to protect the humans from the threat resulting from the environment and providing the physical means to survive. Real estate is one of the prominent necessities of human beings along with nourishment, dressing and sheltering in a safe manner as well as provides these means in a safe style and with physical integrity. Real estate has sociocultural significance along with its physical significance as well. The issue of real estate has got implications differentiating from culture to culture and location to location as well as encompasses a great deal of necessities and leads to human interaction. Moreover, real estate presents a great deal of information on the culture, life style, welfare and human interaction of a society. Real estate or residence has got a further implication and importance beyond the issue of sheltering as well as it is a factor of social security and having the right of possession of a real estate. It has also a substantial function of fortifying the social structure and providing for advantage with respect to economics (Memiş, 2018; Uğur, Özdemir, 2010; Karagöz et al., 2015; Kılıç, Özer, 2016; Er, Durucasu, 2016).

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