An empirical investigation of home buying behavior in a high-context culture: a strategic marketing-oriented approach

Purpose: The housing/real estate sector is one of the most important sectors in any country. However, existing marketing literature on the home buying behavior and the decision-making process is still in the early stage of development. The purpose of this study is to examine the home buying behavior from the consumers’ perspective in a high-context culture, namely, Kyrgyzstan and its managerial and/or public policy implications to other countries which are at a similar level of socio-economic development as Kyrgyzstan. Design/methodology/approach: Using a questionnaire, data for the study (n = 300) is collected from households in Bishkek, Kyrgyzstan. Personal interviews were used to collect data from the four administrative regions of Bishkek. Findings: Results of this study show that the physical, environmental and financial dimensions of the homes influenced consumers’ home buying intentions. A few statistically significant differences in terms of preferences for the proximity of the property to schools and shopping districts, having public sewer and water connections, and safety characteristics of the neighborhood were found between the first-time homebuyers and the repeat homebuyers. Research limitations/implications: The most important limitation of the study is the use of convenience sampling. Although the sample size is reasonably large, the selection of the responses was done based on using convenience and connections. Representativeness of the results may be limited. Practical implications: Along with the physical, environmental and financial dimensions of the homes, home buying is a high-involvement decision; it is not as much of an emotional purchase but rather a main residence and a good long-term value for Kyrgyz households. Both marketing and social stimuli did not have any statistically significant effect on purchase intentions. Therefore, housing and real estate developers should focus on understanding how their offering meets individual customers’ tangible and intangible expectations and assist them in their highly involved decision-making process. Originality/value: To the best of the authors’ knowledge, this study is the first to conduct an empirical study to analyze the home buying decisions of Kyrgyz households. This study contributes to marketing literature by filling the existing gaps in understanding various facets of the high-context consumers’ home buying decision-making.

The version of record is available at https://doi.org/10.1108/IJHMA-07-2022-0095. The full citation is as follows: [An empirical investigation of home buying behavior in a high-context culture: a strategic marketing-oriented approach. International Journal of Housing Markets and Analysis (2022)]. 'This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com'

Files

Metadata

Work Title An empirical investigation of home buying behavior in a high-context culture: a strategic marketing-oriented approach
Access
Open Access
Creators
  1. Erdener Kaynak
  2. Ali Kara
  3. Azamat Maksüdünov
Keyword
  1. Home buyer behavior
  2. High-context cultures
  3. Kyrgyz households
  4. Structural equation model
License CC BY-NC 4.0 (Attribution-NonCommercial)
Work Type Article
Publisher
  1. International Journal of Housing Markets and Analysis
Publication Date August 19, 2022
Publisher Identifier (DOI)
  1. https://doi.org/10.1108/IJHMA-07-2022-0095
Deposited May 22, 2023

Versions

Analytics

Collections

This resource is currently not in any collection.

Work History

Version 1
published

  • Created
  • Added Home_buying_behavior__ACCEPTED_VERSION_.docx
  • Added Creator Erdener Kaynak
  • Added Creator Ali Kara
  • Added Creator E Kaynak
  • Added Creator Azamat Maksüdünov
  • Added Creator Azamat Maksudunov
  • Published
  • Updated Keyword, Publication Date Show Changes
    Keyword
    • Home buyer behavior, High-context cultures, Kyrgyz households, Structural equation model
    Publication Date
    • 2022-01-01
    • 2022-08-19
  • Deleted Creator E Kaynak
  • Deleted Creator Azamat Maksudunov
  • Updated Creator Azamat Maksüdünov
  • Updated