Investigation of consumers' housing purchase behaviors within the scope of branding factor

In this study, a bilateral questionnaire was applied to companies and individuals in order to examine the brand perceptions and branding studies of the companies operating in the Turkish Construction Industry and to determine the parameters affecting the housing purchase behavior of the consumers. Regarding the housing that the individuals surveyed intend to buy; It has been determined that they care about the location of the house, its suitability to earthquake regulations, transportation facilities, floorspace of the rooms, natural gas installation/connection, insulation, kitchen design and sunshine intake state of the house. As a result of the study, it was observed that individuals gave importance to past experiences with the company, the references of the company, the price and easy terms of payment provided, when they were determining the company they will purchase housing from.