Consumer Decision Making Process for Purchasing Property in Spain Essay

This study has investigated the decision process of consumers purchasing property in Spain. The report focused on the underlying reasons for purchasing a property in Spain, the methods used by the purchaser to gather information and the overall satisfaction with the purchase process. The intention of the report was to link current theories on consumer purchasing behaviour to the purchase of property abroad. The methodology used was deductive research using a survey approach. The questionnaire was analysed by a means of Chi square and variable comparisons. The results were collected using a postal and an email questionnaire. The investigation revealed a clear link between the level of satisfaction of the purchase process and the level of information and advice sought. The report concluded that the majority of respondents from the questionnaire purchased their property abroad as a holiday home and purchased from an estate agent. The gathering of information and the seeking of advice was prevalent among most respondents; this was reflected in satisfaction levels and the overall purchase experience. The majority of consumers were overall, satisfied with their purchase. However, if given the opportunity to repeat the purchase, most stated they would change something about the process they followed. Many stated they would not use a Spanish agent again due to experiencing communication problems. This area gives scope for future research in order to establish why communication weaknesses are present in the supply of Spanish properties to British citizens.