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NAAS Journal 2026

International Journal Of Engineering, Business And Management(IJEBM)

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  3. Vol-10,Issue-2, April - June 2026
  4. A Study on the Influence of Product and Price Factors on Consumer Home-Buying Decisions: A Case Study of the Greater Tainan Area

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A Study on the Influence of Product and Price Factors on Consumer Home-Buying Decisions: A Case Study of the Greater Tainan Area

Huang Hsiao-Chun


International Journal of Engineering, Business And Management(IJEBM), Vol-10,Issue-2, April - June 2026, Pages 81-93 , 10.22161/ijebm.10.2.10

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Article Info: Received: 27 Mar 2026; Received in revised form: 20 Apr 2026; Accepted: 25 May 2026; Available online: 25 Jun 2026

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How construction companies can attract consumers through precise product design and pricing strategies amidst fierce market competition is a critical factor determining their operational success or failure. This study focuses on the product and price dimensions of the 4P marketing theory to explore their influence on consumers' willingness to purchase homes from construction company projects. Taking 122 consumers in the Greater Tainan area as the research subjects, empirical analysis was conducted through questionnaire surveys and the Linear Probability Model (LPM). The research findings indicate that within the product dimension, house design style, house construction quality, and construction company brand all have a significant positive impact on consumer purchase intention. Within the price dimension, the living functions of the location are a significant influencing factor, whereas the current housing market climate and future appreciation potential are not significant. This result reflects market characteristics dominated by owner-occupier demand and confirms the core value of living-oriented fundamentals in the real estate market. This study provides specific practical recommendations for construction companies in product development and pricing, aiding them in enhancing their competitiveness in the regional market.

Greater Tainan Area, Home-Buying Decision, Linear Probability Model (LPM), Marketing 4P, Price Strategy, Product Strategy.

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