The Impact of Place and Promotion Strategies on Consumers' Home Purchase Intention: A Case Study of Construction Companies in the Greater Tainan Area

( Vol-12,Issue-2,March - April 2026 )

Author(s): Huang Hsiao-Chun

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Page No: 185-196
DOI: 10.22161/ijaems.122.23

Keywords:

Greater Tainan Area, Home Purchase Decision, Linear Probability Model, Marketing 4P, Place Strategy, Promotion Strategy.

Abstract:

In an increasingly competitive real estate market, how construction companies effectively utilize place layout and promotional tactics to accurately convey product information to target customers and stimulate their purchase intention has become a critical issue. This study focuses on the Place and Promotion dimensions of the 4P marketing theory to explore their influence on consumers' willingness to purchase houses from construction companies. Based on a questionnaire survey of 122 consumers in the Greater Tainan area, empirical analysis was conducted using the Linear Probability Model (LPM). The research results indicate that, within the Place dimension, the location of the sales center has a significant positive impact on home purchase intention. However, entrusting real estate agencies for sales and establishing online virtual storefronts show a significant negative impact, contradicting traditional expectations. Within the Promotion dimension, offering free interior decoration and low down payment with low interest rates have significant positive impacts, while lucky draw and grab bag events show no significant effect. This study provides empirically based strategic guidance for construction companies in planning place selection and promotional activities, along with concrete suggestions for future research.

Received: 17 Jan 2026; Received in revised form: 20 Feb 2026; Accepted: 23 Mar 2026; Available online: 22 Apr 2026

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