The marketing of character houses

Abstract

In this dissertation, the marketing aspects of Character Houses were thoroughly studied, with the principle objective of outlining improvements for joined satisfaction of all parties concerned. The major issues of this study are the following. Character Houses are old dwellings, constructed years ago, by· skillful masons and architects, aided with bare technology and tools. Yet, these houses are characterised by authentic features that kept vivid the local culture and heritage. Explicitly, these old houses are considered as constituents of real estate markets. Nevertheles, the marketing environment of Character Houses comprehend two critical variables - the controllable and uncontrollable factors . The uncontrollable elements, such as government, the economy, and consumers must be continuously monitored, since these have great influence on the Marketing of Character Houses. Chapters Three and Five, focus on these components, and their impact on the marketing of old houses. Chapter Five also entails an overview of the Character Houses' market structure and forces. Character Houses are appreciated by both local and foreign habitants. Evidently, foreign residents are still the dominant seekers of these unique properties. Hence, a survey was conducted among these buyers, with the specific aim of attaining relevant details on consumer behaviour. Findings are outlined in Chapter Five. The controllable elements of Character Houses' marketing environment are entrusted in the capable hands of Real Estate Agents. Thus a survey was conducted among these agents, as means of accumulating information on the marketing tools utilised by the said parties, in their course of operations. Results derived from survey are embodied in Chapter Four. The fulcrum of this research is accomplished in Chapter Six, on the revelation of recommendations.