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Abstract
This paper examines the marketing elements of the housing market in Tirana. The objective of the identification and evaluation of the importance of the various marketing factors in this sector is achieved through the use of marketing research methods. The methods include 1) development of a questionnaire that reflects the current level of marketing research of the housing market, 2) collection of primary data, and 3) descriptive analysis of the identification of the elements that influence the decision to purchase a house. The primary data collection was realized through a questionnaire which contains the demographic section as well as the information collection on the 46 primary marketing elements. The questionnaire was completed through self-administration and the final choice resulted in 468 people, through the sampling technique of simple random selection. The data analysis showed that traditional marketing factors such as price and the various product features have significant importance in the decision to purchase a house, but promotion has a low impact. In addition, among the most important people in the decision-making to purchase the house or apartment are the husband or wife and children. The price of a house or an apartment, and the interest rate are very important factors in purchasing a house or an apartment. The research strongly recommended that construction companies in cooperation with the real estate agencies use social media for providing information, attracting potential buyers and encouraging the buyers to visit their facilities on the site. It is also recommened that construction companies creation of databases of customers either through direct contacts or by phone or online contact is an essential element in order to understand the buyers' preferences and then to build houses or apartments that meet the preferences of potential buyers.
Keywords: Housing preferences, demographic characteristics, marketing factors, psychological factors, buying decision.
Introduction
In the Tirana, Albania housing market there are many factors that have to be taken into consideration before purchasing a house in the housing market. Therefore the objective of this paper is to identify and evaluate the importance of the various marketing factors in this sector through the use of marketing research methods. The literature review provided a lot of information regarding the housing market. A lot of the literature findings...