Providing a Practical Model for Purchasing Decisions in the Context of Environmental Uncertainty in the Housing Market

Subject Areas : Strategic Management Researches

Mehdi  Reyvandi ¹ (PhD student in Business Management, Kish Pardis University, Iran, Kish, Iran)
mohamad  haghighi ² (Associate Professor, Department of Business Administration, Tehran University, Tehran, Iran)
Alireza  Irani ³ (Associate Professor, Department of Business Management, Kish International Campus, University of Tehran, Tehran, Iran)

Received: 2019-09-14 Accepted : 2019-11-25 Published : 2022-02-20

Keywords:

Abstract :

In today's world, the uncertainty of the housing market causes a lot of social-economic damage for any country, this issue causes fluctuations in the lack of buying and investing in housing. The main goal of this research is to provide a strategic model to ensure consumer decision-making in conditions of uncertainty in the housing market. The current research has been fundamental and practical in terms of its purpose, and in terms of its nature, it is considered part of survey research, and in terms of the approach of this research, it is part of qualitative research. The statistical community of experts in the field of housing (experts of real estate trading companies and experts of housing and urban development organization and subordinate bodies) of Tehran province is Tehran city. Finally, 20 experts participated in this research by using theoretical saturation and coding 241 phrases and introducing 9 concepts that were classified into six major categories of the paradigm model. The results obtained in six cases, which include environmental uncertainty, reassurance discourse, intervening factors, background factors, competitive strategies, and purchasing legitimacy have been identified and the consequence of this decision-making pattern in conditions of purchase uncertainty is to improve the sales performance of companies. Considering the environmental uncertainties in the housing market, it is important to strengthen the confidence-seeking discourse in consumer purchases, which provides the basis for improving the legitimacy of the investor's investment.

References:

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