A STUDY ON FACTORS RELATING TO CONSUMER ATTITUDE AND CONSUMER PURCHASE INTENTION IN REAL ESTATE SECTOR: AN EMPIRICAL APPROACH

Abstract

Consumers are dynamic when it comes to their preferences and demanding concerning choices. The overall situation can be truly represented by VUCA – Volatile, Uncertain, Ambiguous and Complex. That said, research is essential to understand renewed intentions of consumers with reference to high ticket purchases such as automobiles, real estate and so forth. Variables such as trust, message process involvement, word of mouth, and traditional media were largely significant in measuring consumer attitude. In this study we attempt to include social media as an additional factor in determining consumer attitude. Social media marketing and social media by its own is becoming a great influencer. In fact, word of mouth construct is getting subsumed into the broader phenomenon brought about by social media. Convenience sampling was adopted to collect 68 responses from prospective purchasers and those who have recently purchased property in and around Bangalore City. The findings reveal a significant relationship between social media, trust, word of mouth and message process involvement with consumer attitude and purchase intention. It is further suggested companies and organizations both profit and non profit must stay invested on social media in order to bring a positive and favourable awareness among people who consume their product, goods and services. And also, the social media management is critical to maintaining favourable perception with the public.

Key Words: Consumer Attitude, Word of Mouth, Purchase Intention, Social Media