Title: A study of residential property purchase decisions in India: the role of behavioural intention as a mediating factor

Authors: Janhavi Chaudhary Abhang; V.V. Ravi Kumar

Addresses: National Institute of Construction Management and Research (NICMAR), Pune – 411045, India; Symbiosis International (Deemed University), Pune – 412115, India ' Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune – 412115, India

Abstract: This research paper focuses on exploring the multiple factors that result in a purchase decision of residential real estate in India. A conceptual framework has been developed based on previous research studies. This study has extracted the dimensions of consumer purchase decision and used them in the structural model and tested using path analysis method, to measure the extent and direction of the relationship. The findings strongly indicate the major predictors of purchase decision. This study also indicates the role of a comparative evaluation system in the purchase decision. The study aims to understand the mediating effect of the behavioural intention on purchase decision of a residential property. The study uniquely contributes to the body of academic knowledge with reference to the factors affecting consumer purchase decision in the residential property segment and the findings will help developers of residential real estate to better understand consumer preferences and target their market precisely.

Keywords: property buying behaviour; real estate; behavioural intention; purchase decision; real estate marketing; real estate evaluation; property investment; India.

DOI: 10.1504/IJICBM.2022.125599

International Journal of Indian Culture and Business Management, 2022 Vol.27 No.1, pp.77 - 99

Received: 23 Apr 2021
Accepted: 01 Jun 2021
Published online: 16 Sep 2022 *

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