Information Source Usage by Buyers of Single Detached Homes in Atlantic Canada

Abstract

Marketing literature on home selection and buying behaviour is at an early stage of development. Studies at the cross-sectional and/or cross-regional level are especially rare. Housing industry operators and home financing agencies, as well as public policy makers, are urgently in need of a more reliable data base for predicting variations in behaviour among different consumer groups in relation to home buying and selection. The purpose of this study is to examine both the internal and the external information sources utilized by recent single-detached-home buyers in Atlantic Canada. The study considers the use and effectiveness of different forms of information sources.