Impact of Real Estate Pricing Strategy on Consumer behaviour & Purchase Intention: A Study on Real Estate Sector in Islamabad

Abstract

This research discusses the Impact of Real Estate pricing strategy on consumer behaviour & purchase intention. A study on Real estate sector of Islamabad. The major emphasis of conducting this research was to know how social media advertising is creating its mark towards buying behaviour. This research includes independent variables and dependent variable. Building and maintaining the purchase intention. Real estate purchase in today’s market is an extensive issue and a concern especially to homeowners and for those who intend to own houses for the first time. Consumers have experienced dissatisfaction one way or the other in the form of settling in unexpected properties, struggling to pay their mortgages and in the long-run becoming victims to repossession and foreclosures. This study aimed at integrating the buying behaviour of consumer with the need of the consumer in the mortgage market using social marketing and consumer behaviour concepts to make emphasis on the need for the consumer to understand these concepts in making the right purchases