Determinants of customer buying intention towards residential property in Kolkata (India): an exploratory study using PLS-SEM approach
by Amina Omrane; Sudin Bag
International Journal of Business Innovation and Research (IJBIR), Vol. 28, No. 1, 2022

Abstract: The aim of the current study is to explore the main specific determinants of the consumer buying intention towards residential property in the light of the theory of planned behaviour (Ajzen, 2005). Data were collected from the residential property buyers located in Kolkata (India), and then were subject to a factorial analysis via EFA and CFA. Therefore, a path analysis model was generated through a partial least square-structural equation model (PLS-SEM) to examine and test the underlying relationship among the correspondent variables. The findings of this research reveal that value consciousness (encompassing price, healthiness and quality) influences the consumer attitude, which in turn has an impact on the buying intention towards residential property in Kolkata. Interestingly, results support that the perceived behavioural control and subjective norms constitute two determinants of the customer behaviour and his intention to buy a dwelling in the City of Joy. This study provides thus a considerable insight into the real estate buyer's behavioural pattern towards owning a residential property. It is also recommended that real-estate developers formulate effective and successful marketing strategies.

Online publication date: Thu, 19-May-2022

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