Faustina Nyakutse , pp. 53. MAM/Sektionen för Management, 2010.
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.
A consumer shortfall in getting the right type of property and mortgage arrangements is as a result of the complex involvement in the purchasing process of durable product such as a property. This study reviewed the buying behaviour of the consumer using the comprehensive models of consumer decision making. The model involved three stages namely; information search, evaluation of alternatives and decision rules. Consumers obtain information through internal and external factors; this study reviewed the essence of gathering internal (experience, etc) and external information (mortgage advisors, estate agents, etc) as a very important base on which alternatives can be evaluated and the right mortgage decision made. The research question therefore states: How can the behaviour and understanding of the consumer be enhanced in the mortgage market with the aim of ultimately meeting the need of the consumer?
A random sampling was carried out using a telephone interview to homeowners in UK. The UK yellow page (Telephone directory) was used to identify homeowners (first time buyer alongside with existing homeowners). These consumers were randomly selected and contacted on the telephone for quarter of an hour interview. The aim of the sampling was to determine whether consumer decisions over the couple of years concerning property purchase and mortgage arrangements has either met their expectation or otherwise. Semi-structured questions were used to help respondents in delivering specifically to pre-stated answers (yes/no) and elaborate on other answers where needed. The samples were analysed quantitatively in order to clarify the differences in views that respondents have made. Findings from the data sample confirmed that consumers (first-time buyers and existing homeowners) lack adequate and accurate information necessary for the ultimate and suitable choice of mortgage to purchase. Results from the findings brought to light the state of many consumers being dissatisfied with their choice of mortgage arrangements. Findings showed that many consumers struggled to gather extensively and process given information into the desired choice of mortgage. The influence of second parties such as mortgage brokers played major role in influencing the buying decisions of consumers. The outcome of the data gathered raises the concern of enhancing the consumer with knowledge, understanding and easier process of acquiring a suitable mortgage.