THE FACTORS AFFECTING CUSTOMERS’ DECISION TO BUY APARTMENTS AT DAT XANH GROUP JOINT STOCK COMPANY IN HO CHI MINH CITY

Abstract

This study aims to identify factors affecting customers’ decision to buy apartments at Dat Xanh Group Joint Stock Company in Ho Chi Minh city based on a combination of qualitative and quantitative research methods. Qualitative research was conducted through focus group discussions with experts, and quantitative research was conducted through direct interviews with customers have bought apartments at Dat Xanh Group Joint Stock Company in Ho Chi Minh city. The research shows that customers’ decision to buy apartments at Dat Xanh Group Joint Stock Company is influenced by six factors, including: (1) Reference group; (2) Location and utility; (3) Legal procedure; (4) Support policy; (5) Brand; (6) Perceptible price. From these findings, the study offers some managerial implications to improve customers’ decision to buy apartments at Dat Xanh Group Joint Stock Company.