Media's influences on purchasing of real estate - case of Guangzhou, China

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Conference Proceeding
Proceedings of Pacific Rim Real Estate Society 15th Annual Conference, 2009, pp. 1 - 17
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The study provides an overall view of the Cantonese' usage of media and how it affects their expectations in the purchase of real estate, to better understand the real estate market in Guangzhou through a survey. The findings suggest that the media takes an overwhelmingly important role in providing information on property, whereas the opinions of relatives or friends are most influential when making decisions. The characteristics of a property are always emphasized by the agents during promotion; and the Cantonese welcome various types of housing as they are living in a relatively open and prosperous city. However, they still retain a strong traditional concept of family which influences their purchase behavior significantly.
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