SATIN ALMA NİYETİ, FİYAT VE PANDEMİ DÖNEMİNİN TOPLAM KONUT SATIŞLARI ÜZERİNDEKİ ETKİSİNİN ZAMAN SERİSİ ANALİZİ İLE İNCELENMESİ
Makaleler > Tam Makale · 2021
Yazarlar: Elif ÜSTÜNDAĞLI ERTEN
Ege Üniversitesi İletişim Fakültesi Yeni Düşünceler Hakemli E-Dergisi, Uluslararası, 2021
Özet
Increase in the time spent at home in the pandemic has also affected housing sales and made it important to determine the factors that affect sales. High financing need of the housing purchase will affect price; the complexity of the decision-making process will affect purchase intention and together they will affect home sales. For this reason, this study aims to examine the total house sales between January 2017 and August 2021 with the factors of the house unit price and the probability of buying or building a house in the next 12 months. Research findings show that the intention to buy a house does not cause the behavior of buying a house, but reversibly, especially during the pandemic, house sales are the reason for the probability of buying a house. The unit price and the effect of the pandemic period were determined as the reasons for the total house sales. Therefore, contrary to the expectations, the observed data showed that there is no connection between the purchase intention and the sales in the construction sector, and it was determined that external contingencies such as the pandemic were more decisive. Therefore, marketing mix strategies should aim to use contingencies rather than intent.