A marketing perspective of private sector retirement housing and the effectiveness of the buyer behaviour of its purchasers

Abstract

Purpose

This paper examines the decision‐making process of retirement housing purchasers and seeks to determine its effectiveness by comparing and contrasting some of the data obtained from the research.

Design/methodology/approach

A sample of about 200 respondents was selected from all purchasers of retirement housing in the West Midlands region of England. Semi‐structured interviews were undertaken with 20 respondents.

Findings

The findings demonstrate that the majority of retirement housing purchasers undertake limited decision‐making: they consider only the scheme in which a property is eventually bought, and they are very satisfied with their purchase.

Originality/value

Satisfaction with the outcome of the decision‐making process is surely more important than the nature of the process itself, however, inappropriate that process seems to be in terms of the theory of buyer behaviour. It is questionable whether there is a need for third parties to intervene in the process if the valuable resources of public and voluntary/charitable sector agencies can be better used elsewhere.

Citation

Livette, M. (2006), "A marketing perspective of private sector retirement housing and the effectiveness of the buyer behaviour of its purchasers", Property Management, Vol. 24 No. 4, pp. 383-396. https://doi.org/10.1108/02637470610671613