A comunicação dos requisitos de desempenho ao consumidor do mercado imobiliário

Real estate consumers rarely get involved in housing purchasing process during their lifetime. During this process, consumers use limited information to assess the value of a property because they lack access to complete information and lack of knowledge and experience. Information about building quality and performance is a fundamental consumer right, present in the Brazilian Consumer Protection Code and are also mandatory requirements in the Brazilian Performance Standard (ABNT, 2013). Thus, the objective of this research was to identify the perception of the actors involved in the purchasing process (brokers and customers) regarding the benefits of this information and the most appropriate forms of communication to guide the consumer in the process. The research is of a qualitative nature conducted through interviews in two distinct phases. The first phase was based on literature review and interviews with brokers and specialists of the Brazilian Performance Standard. In the second phase consumers were interviewed in order to get their perceptions on the topic. The results indicate the importance of passing on complete and clear information to consumers. It is suggested for future research verifying how technical information influences consumer decision making in the purchasing process and identify how this information should be presented to the customer.Os consumidores do mercado imobiliário envolvem-se poucas vezes durante a vida no processo de compra de imóveis. Durante esse processo, esses consumidores utilizam informações limitadas para avaliar o valor de um imóvel, em razão de não terem acesso a informações completas e por falta de conhecimento e experiência. As informações sobre a qualidade e desempenho de um imóvel no ato de venda são direito fundamental do consumidor, presente no Código de Defesa do Consumidor (CDC) e também são requisitos obrigatórios que constam na Norma Brasileira de Desempenho (ABNT, 2013). Assim, o objetivo desta pesquisa foi identificar a percepção dos envolvidos no processo de compra (corretores e clientes) quanto aos benefícios desta informação e as formas de comunicação mais adequadas para orientar o consumidor no processo de decisão de compra. A pesquisa é de cunho qualitativo realizada por meio de entrevistas em duas fases distintas. A primeira fase baseou-se na revisão da literatura e em entrevistas realizadas com corretores e especialistas da Norma de Desempenho. Na segunda fase foram entrevistados consumidores do mercado imobiliário, a fim de obter suas percepções sobre o tema. Os resultados indicam a importância do repasse de informações completas e claras dos imóveis ao consumidor. Sugere-se para pesquisas futuras verificar como as informações técnicas influenciam a tomada de decisão do consumidor no processo de compra e identificar como esta informação deve ser apresentada ao cliente

The influences of the type of information on the purchase intention and performance expectation of residential real estate properties

During the Purchase Decision Process (PDP), consumers use limited information to evaluate the value of an asset, considering that they do not have access to complete and adequate information, lack of knowledge and experience. Technical information about building performance can be used as differential attributes in the PDP. This research seeks to analyze the influence of technical information on the purchase intention and performance expectations of residential real estate consumers. Two studies were conducted, with different but complementary characteristics, the first one being exploratory and qualitative and the second one being experimental and quantitative. The results showed that information, regardless of its content and format, has a significant impact both on purchase intention and performance expectation when provided to the consumer during the purchasing process. However, the information content and format as used in the advertisements developed for this study’s experiment showed no significant differences in the variables analyzed. The main contribution of this work is to provide subsidies to improve the adaptation of real estate marketing advertisements and guarantee better and qualified information to consumers

The influences of the type of information on the purchase intention and performance expectation of residential real estate properties

During the Purchase Decision Process (PDP), consumers use limited information to evaluate the value of an asset, considering that they do not have access to complete and adequate information, lack of knowledge and experience. Technical information about building performance can be used as differential attributes in the PDP. This research seeks to analyze the influence of technical information on the purchase intention and performance expectations of residential real estate consumers. Two studies were conducted, with different but complementary characteristics, the first one being exploratory and qualitative and the second one being experimental and quantitative. The results showed that information, regardless of its content and format, has a significant impact both on purchase intention and performance expectation when provided to the consumer during the purchasing process. However, the information content and format as used in the advertisements developed for this study’s experiment showed no significant differences in the variables analyzed. The main contribution of this work is to provide subsidies to improve the adaptation of real estate marketing advertisements and guarantee better and qualified information to consumers