Journal of Forest Economics
Online ISSN : 2424-2454
Print ISSN : 0285-1598
Attribute Analysis of Consumers Who Selected Locally Oriented, Direct-Marketing Wooden Houses
Saki HANAMOTO Satoshi TACHIBANA
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2016 Volume 62 Issue 3 Pages 49-58

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Abstract

To expand domestic wood utilization, we must understand the characteristics leading consumers to choose wooden houses. Though large housing companies list wooden houses, medium- and small-scale companies play important roles in the woodenhouse market. We aimed to clarify the preferences of consumers who select direct-marketing wooden houses by conducting questionnaires and interview surveys of customers of a mid-scale housing company, “N,” in Kashimo village, Gifu prefecture. “N” has been encouraging local wood utilization and regional vitalization since the 1980s. Adopting Cramer’s coefficient of association and multiple regression analysis, we analyzed differences among three regions and relationships between housing prices and consumer attributes using a survey of 61 respondents who had had wooden houses built by “N” between 2007 and 2014. Results: a) In Chubu, many customers already had land for their new houses, and their annual household incomes were not high. b) In Kansai, many consumers bought land for their new, medium-sized houses. c) In Kanto, main customers were in their fifties with high household incomes, and built expensive houses. d) Customers had preferences for multiple factors related to wooden houses, but not for housing companies. e) Customers with annual incomes greater than 15 million yen built more expensive houses.

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© 2016 The Japanese Forest Economic Society
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