Integrated Consumer Decision Making Process Model for House Purchasing

     INTEGRATED CONSUMER DECISION MAKING PROCESS MODEL FOR HOUSE PURCHASING DECISIONS: A CASE STUDY OF FIRST-TIME POTENTIAL HOMEBUYERS IN KLANG VALLEY

Dr. Siti Mahfuzah Sarif (Leader)

Prof. Dr. Nurshuhada Shiratuddin

Assoc. Prof. Dr Mohamad Sukeri Khalid

Dr. Shafinah  Farvin Packeer Mohamed

[Universiti Utara Malaysia (UUM)]

ABSTRACT

A decent home is a basic need for every human. Owning a home has always been a great dream to everyone, it will secure one's life and give protection to an individual and also the family. However, making large monetary decisions like house purchasing can be a daunting one, especially to first-time buyers where mostly are young  starters who just started their working career and hardly earned a good pay. This study is initated based on the previous scenario, and the following objectives help to set the path; 1) to identify the needs and preferences of first time homebuyers, 2) to adapt the researcher's computerised personal decision aid (ComPDA) model into the Consumer  Decision Making Process (CDMP) model in developing a recommendation system for house purchasing, and finally 3) to evaluate the proposed model through expert  reviews.  All the activities set to achieve the objectives adapt the Design Science Methodology where four main stages involved; 1) problem awareness, Z) suggestion and development, 3) evaluation, and 4) conclusion. There are generally four major outcomes that can be listed out from all the activities; 1) the needs and preferences data of the first time homebuyers in Klang Valley, which have been empirically identified, 2) a new adaptation model of ComPDA in CDMP model known  as Computerised Decision Aid for House Purchasing (CDA4HP), 3) the reviews from industry experts about the proposed CDA4HP model, and 4) a prototype of the CDA4HP. All these outcomes have multifold benefits to the related industry as well as the government and policy makers. The proposed model, in particular, could be a beneficial guideline for development of recommendation system that can augment the end result of property developer's marketing strategy. Besides that, the understanding of homebuyer's needs and preferences in house purchasing decisions, also enrich the literatures of related area.