Media’s Influences on Purchasing of Real Estate

This study endeavors to provide 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. Mass media, as a most prominent element in real estate marketing communication, has increasingly significant effects on the decisions of its audiences. However, deeply rooted Chinese traditional notions direct the purchases as well. A survey is conducted to explore the influences on the purchasing activities of people in Guangzhou. The study is conducted in the following manner: Firstly, the current background of the residential real estate market and mediums in real estate advertising and communication are briefly illustrated. Secondly, mass media theory and literature on media’s influence on purchasing are briefly reviewed. Thirdly, the survey design and data collection procedures are described. Finally, the elements of real estate preferences, and how Chinese traditional notions affect property purchasing activities are analyzed. 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.