Analyzing Consumer House Purchase Behavior in Sabah, Malaysia

This report provides a comprehensive analysis of consumer behavior in the context of house purchases within Sabah, Malaysia. It begins with an overview of the study, outlining the background, problem statement, research objectives, questions, significance, scope, limitations, and operational definitions. A detailed literature review explores consumer behavior, house purchase consumer behavior from both global and Malaysian perspectives, and the factors influencing house purchases, including price, income, financing, developer branding, and house features. The report also examines goal-setting theory, the theory of planned behavior, and the stimulus-organism-response model. A conceptual framework and hypotheses are developed to guide the research. The methodology chapter outlines the research design, sampling plan, data collection methods, measurement instruments, and hypothesis testing. The report aims to identify the factors that influence purchasing decisions, analyze real estate trends in Sabah, and determine how these trends affect consumer choices. The findings are expected to assist real estate developers, investors, and government agencies in making informed decisions and improving the housing market in Sabah.

House purchase behaviour of
consumer in Sabah, Malaysia.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Study Overview ...............................................................................................................1
1.2 Background ......................................................................................................................1
1.3 Problem statement ...........................................................................................................2
1.4 Research objectives .........................................................................................................3
1.5 Research questions ..........................................................................................................3
1.6 Significance of the study .................................................................................................4
1.7 Scope ...............................................................................................................................4
1.8 Study limitations ..............................................................................................................5
1.9 Operational definition ......................................................................................................5
1.10 Chapter organisation ......................................................................................................6
CHAPTER 2: LITERATURE REVIEW .......................................................................................7
2.1 Overview .........................................................................................................................7
2.2 Consumer behaviour ........................................................................................................7
2.3 House purchase consumer behaviour ..............................................................................9
2.3.1 Consumer behaviour on purchasing house from global perspective ..........................10
2.3.2 House purchasing behaviour of customers from Malaysia perspective .....................11
2.4 Factors influencing house purchase ...............................................................................12
2.4.1 Price .......................................................................................................................13
2.4.2 Income of customer ...............................................................................................14
2.4.3 Financing ...............................................................................................................15
2.4.4 Branding of developer ...........................................................................................17
2.4.5 Feature of house .....................................................................................................18
2.5 Goal setting theory ........................................................................................................19
2.5.1 Theory of planned behaviour (TPB) ......................................................................20
2.5.2 Stimulus organism response model (S-O-R)..........................................................22
2.6 Gaps in literature ...........................................................................................................22
2.7 Conceptual framework and hypothesis .........................................................................23
2.8 Conclusion .....................................................................................................................25

CHAPTER 3: METHODOLOGY ................................................................................................27
3.1 Overview .......................................................................................................................27
3.2 Research design .............................................................................................................27
3.2.1 Purpose of study ....................................................................................................27
3.2.2 Researcher inference ..............................................................................................27
3.2.3 Research setting .....................................................................................................27
3.3 Sampling plan ................................................................................................................27
3.3.1 Unit of analysis ......................................................................................................27
3.3.2 Sampling design ....................................................................................................27
3.3.3 Time horizon ..........................................................................................................27
3.4 Data collection methods ................................................................................................27
3.4.1 Questionnaires design ............................................................................................27
3.5 Measurement instrument ...............................................................................................27
3.5.1 Pilot test .................................................................................................................27
3.5.2 Preliminary analysis ...............................................................................................27
3.6 Hypothesis testing .........................................................................................................27
3.6.1 Simple multiple regression ....................................................................................27
3.7 Chapter summary ...........................................................................................................27
REFERENCES .............................................................................................................................28

ILLUSTRATION INDEX
Illustration 1: Statistics showing poor living standards in Sabah....................................................9
Illustration 2: Factors influencing consumer behaviour ...............................................................10
Illustration 3: Factors affecting house prices in Malaysia.............................................................14
Illustration 4: Financing factors affecting customer decisions......................................................18
Illustration 5: TPB Model .............................................................................................................22
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CHAPTER 1: INTRODUCTION
1.1 Study Overview
The living standard of a person is identified by their residential property. Housing is also
considered as one of the most basic and elementary needs of human beings. The economic
transformations encourage customers to invest more in residential properties. The real estate has
witnessed tremendous growth in the past few years (Mohd Thas Thaker and Chandra Sakaran,
2016). The foreign investors as well as potential buyers of Malaysia are showing great interest in
buying housing properties in Sabah. The region is very rich in natural resources and thus is
continued to be an interest area of investors.
In different aspects of business such as marketing, sales, production and trade, the needs
and demands of customers are highly acknowledged. However, in housing industries the
operational expenses are given more preferences than the choice of customers. In Sabah there is
a huge gap between the expectations of sellers and purchasing ability of people. This gap results
in dissatisfaction and most of the people do not satisfy with the decision made in purchasing
house. It also makes other people very conscious while purchasing the house.
Consumer perspective in selecting their house depends upon vast number of factors such
as price, design and location of the house. The analysis of these factors is beneficial for the real
estate agents so that they can construct houses in a more customized way for attaining optimum
sales and profits (Chia and et.al., 2016). The findings from the study will also help real estate
developers to overcome the gap between their housing designs, cost and in purchasing nature of
people.
1.2 Background
Sabah is considered as the second largest state after Sarawak in Malaysia and its capital is
KotaKinabalu. The state is famous for its natural attraction and is one of the important tourists’
destinations. With rapid growth of the state, investment in residential property is also rising. One
of the critical issues in housing investment in Sabah and entire Malaysia is purchasing and
selling process in Malaysia which is quite complex and before house construction is completed a
huge amount of payment is paid by the purchasers.
Most of the people who are interested in buying houses are limited to house drawings and
models which involuntarily forces them to invest or finance the housing project (Al Nahdi,
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Ghazzawi and Bakar, 2015). Rarely the consumer groups prefer constructed houses which are
ready to occupy. Thus, it is quite common for the interested buyers to wait for at least two years
when they can use their purchased housing property. In such instances it is also observed that
when estate developers do not get enough sales then it becomes difficult for them to continue the
project because of which the individuals are bound to abolish construction in mid of project
(Jaafar and et.al., 2015).
Thus, it creates extreme critical situations for the buyers who have paid payments by
taking loans. The key reason that house developers fails to deliver the houses as per the needs of
their customers is the design of houses which are developed without discussion with the potential
buyers. The evaluation of the customers behaviour helps to make suitable investment for meeting
individual housing needs which is required for improving real estate projects and to, lower the
project failures which arise due to lower sales and market funds.
The increasing instances of housing project failures is demanding an urgent need for
house developers to evaluate the factors for their failure (Onuoha, Aliagha and Rahman, 2018).
The study of behaviour of customers is critical in that aspect because it formulate the causes
which prohibit people from choosing any housing infrastructure. The government agencies can
also use these factors for assuring that real estate dealers are not compromising the consumer
rights of people.
1.3 Problem statement
Evaluating the house purchasing behaviour of consumers in Sabah.
The real estate market especially the house property is very competitive in Sabah because
houses are sold on promises of completion instead of actual infrastructure of the houses. Mostly
the designs of houses are pre-defined and on the basis approval over designs prices are
determined. It eliminates the scope of constructing houses as per the customized needs of people
(Bujan and et.al., 2015). Due to the budget limitations people pay less attention to their preferred
design instead they simply accept the housing design provided by their builder.
It later leads to dissatisfaction when they make final purchase. However, due to
increasing competition the developers are trying to improve their house designs without
increasing the cost considerations. It helps them to understand the requirements of customers and
to provide products with more satisfactory features. Sabah is also one of the emerging tourists’
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destinations and thus the foreign investment can also be great source of revenue generation for
the state authorities (Akmam Syed Zakaria and et.al., 2018). Apparently, for this purpose
effective marketing strategies are prepared to deliver houses as per the budget and design
expectations of the people. These goals cannot be achieved without understanding and regulating
the factors which can influence the decision of people in selecting a specific real estate dealer.
The lack of understanding in this aspect is increasing the number of houses which are left
unsold and thus creating additional burden on developers as well as resources of the state. For
utilising the resources in the development of houses it is very helpful for the developers to
analyse the difference between hypothetical choices and actually required housing choices.
Almost majority of the target buyers of residential properties have key intention of satisfactory
and quality living instead of investment in real estate property (Al-Nahdi, Habib and Albdour,
2015). Thus, before making quick decision people in Sabah consider several factors such as
design, cost, demography, spiritual aspects, economy and architecture of the house.
1.4 Research objectives
The key objectives for this research are as follows:
 To analyse the factors which influences the purchasing decisions of customers while
buying house.
 To analyse the real state trends in Sabah, Malaysia.
 To analyse that how real estate trends of Sabah affects house purchase choice of
consumers.
1.5 Research questions
Question 1:
What factors influence the purchasing decisions of customers while buying a house?
Question 2:
What are the current real estate trends in Sabah, Malaysia?
Question 3:
How Sabah's real estate trends influences house purchase choice of consumers?
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1.6 Significance of the study
From several years the house developers have failed to provide houses as per
expectations of their customers. The housing policies of Sabah have also proven ineffective in
ensuring that people are able to get the effective housing facilities because most of the projects
are not completed due to ineffective productivity and lack of investment (Thinagaran, Dass and
Sabri, 2017). The examination of the attributes which can change the perspective of people while
buying house can significantly help investors and developers to modify their designing strategies
and plans.
The study is also important for the regulating agencies and service providers to use the
study results in minimizing the incidences of closing housing projects which were abolished due
to less effective response from the people. The study will also provide guidelines to the
developers to analyse that how their house construction can be improved so that they can
withstand the increasing competition in real estate market of Sabah. Through this study
developers will also get an opportunity to explore the available resources in a way that they can
understand the global trends as well because certain factors are quite common in every economy
which affects the decision of key buyers (Sinoh, Othman and Ibrahim, 2018). The study will also
be beneficial for the state authorities of Sabah to identify the needs of communities and what
expectations they have while purchasing their house.
1.7 Scope
The purpose of this research is to evaluate the factors contributing significant role in
convincing buyers to purchase house so that developers can sale their houses. It can be achieved
only by incorporating the choice of consumers in the construction and building plans of houses.
The scope of this study has been limited to Sabah state because of the huge popularity of the
region among other Malaysian states. It is considered as the economic hub of the country.
Further the state as well as federal government administration centres are also situated at the
destination. The popularity of the location as a tourist hub is critical in making the place good as
a residential place (Kariya, Abas and et.al., 2017). If the quality of house facilities is improved
then it can improve the quality of life of the local inhabitants. In addition, it can also help in
boosting experience of tourists who visit Sabah to explore its culture and life style. The study
will also assist the corresponding authorities in formulating effective policies and frameworks for
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protecting rights of customers and to enforce the consumer education related to purchasing of
house.
1.8 Study limitations
The study has been limited by several constraints such as types of residential properties,
cultural preferences in purchasing properties and global economies which affect the purchasing
behaviour of foreign investors in Sabah. The future research can be extended to analyse the
globalisation and international factors in affecting the issue. Another limitation of this study is
that the findings are generalised and thus the specific factors related to the individual's decision
may not have been identified.
The demographic variables, cultural aspects and readiness of the people to buy new house
could also be taken into account for achieving more detailed interpretations of the findings
(Samad, Zainon, Rahim and et.al., 2016). The study focuses on customers of Sabah region;
However, it is also possible that several factors from other regions of Malaysia or world can also
influence the real estate trends in the region. Thus, while evaluating the purchasing behaviour of
customers this aspect can bring difference in making conclusion. Further, the samples are
collected from different communities thus the results may not provide the house buying trends in
a specific community. It can limit the scope and data collection approaches of the study.
1.9 Operational definition
Operational definition describes the various ways through which study variables are
measured in the study. In this research the response of customers is analysed to determine
purchasing nature and preferences while buying house. The response of individuals which can
be analysed for this study is considered as the operational definition which defines the research
variable.
The detailed operational definition helps to select appropriate research methodology. For
instance, the selection of group which can provide the accurate and more realistic answer
depends upon efficiency of data collection approaches (Shafiei and et.al., 2017). Thus, the
respondents of operational definition belong to randomly selected occupation and community. It
enables to use qualitative approach for analysis purpose. With the clarity in operational definition
specific events are identified so that the independent measurements can also be performed.
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1.10 Chapter organisation
For systematic arrangement and execution of the research the entire report has been
summarised into chapters. The brief description of each chapter is provided as below:
Chapter 1:
This chapter highlights the various aspects and rationale for the research. It has discussed
the elements such as research questions, objectives, limitations and significance of the study so
that a better understanding of the research topic can be developed. It has also helped to explore
the future scope and rationale for the study.
Chapter 2:
Second chapter provides the literature review for the subject area of research. This
section of the report discusses the various reviews and concepts which can help to answer the
research questions. It has also provided a conclusion for summarising the literature perspective
towards the topic. Literature review section provide strong base for formulating the relevant
theories for accomplishment of research objectives.
Chapter 3:
Research methodologies plays an important role in successful accomplishment of the
research objectives. Chapter 3 discuss the different elements of accomplishing the research such
as research design, sampling approaches, data collection methods, measurement instruments and
overview of the various methodologies.
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CHAPTER 2: LITERATURE REVIEW
2.1 Overview
According to Solomon and et.al., (2017) housing requirements of people satisfy their
safety and security needs. The understanding of consumer behaviour helps housing developers to
make better decisions and to deliver more effective house solutions to people. However, there
have been vast number of attributes associated with the purchasing of house. The factors such as
pricing, types and need of house, family and cultural values, economic stability and social status
often influences the buying decisions. The key reason due to which people pay show extreme
concern and caution in purchasing house is that along with satisfying the lifelong needs of people
house is also associated with the reflection of social status.
In the same context Bhutta, Dokko and Shan, (2017) stated that owing a house can mean
different for different individuals. For instance, for some people it can be just a method of
investing in real estate while for others it can be symbol of their prestigious position in society.
Similarly, for the majority of people it is the medium to fulfil their safety needs.
Hoonsopon and Puriwat, (2016) stated that purchasing behaviour of people is not only
affected by the regional and personal factors instead the global parameters also influence the
deals in real estate. Various theories and models such as planned behaviour theory and organism
response model helps service providers to understand these demand variations so that products
can be developed as per the purchasing trends.
2.2 Consumer behaviour
As per John Lo., (2016), the living cost of people in Sabah is much higher as compare to
the other states of Malaysia. However, with the increasing cost the income of people has not
risen significantly and therefore state has become one of the poorest states with lower living
standard. The consumer behaviour in Sabah is slightly different from those of other states. Thus,
one of the key preferences of customers in this region is to improve their living standard. In the
context of this research, customer behaviour will help to analyse the behavioural and
demographic variables which regulate the house buying decision of Sabah consumers.
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(Source: Tackling the Issue of Affordable Housing, 2014)
Sirgy, (2015) explained that the consumer behaviour describes that how people decides to
refer or buy a specific product and service. According to Jaafar and et.al., (2015) apart from the
personal choices the purchasing decisions of customers are also affected by the social factors.
For instance, while looking for a house consumer used to consider the facts that how their friends
and families will respond and how their decision will improve their social status and living
standard. For this purpose, some consumers make decision only after taking confirmation from
trust worthy groups. This aspect becomes more dominating when purchasing house because of
its high value.
As per discussion in Thinagaran and et.al. (2017) it has been analysed that the ineffective
framework for consumer protection also make it difficult to ensure the high-quality products in
Sabah. Marketing campaigns and economic factors are also critical for evaluation of the
consumer behaviour. The regular advertisements help customers in Sabah to get information of
the housing property which they can buy.
It is also possible that customers may not have any pre planning to buy the house but
when there are attractive deals in real estate then it can encourage people to consider it from the
perspective of future investment. Thus, there is always possibility for the house developers to
9
Illustration 1: Statistics showing poor living standards in Sabah

convince the potential buyers for purchasing. Contrary to this Onuoha, Aliagha and Rahman,
(2018), emphasised more upon economic situation. The authors explained that currently there is
a wide gap between cost of living and income of the people. Thus, with limited resources they
are not focusing on buying houses because their primary concern is to maintain their high
standard of living. However, the communities which have purchasing ability are very quick to
grab the opportunities of buying houses. Thus, the purchasing ability of the customers also
affects the sales expectations and targets of house developers.
(Source: Impact of Digital Marketing on Consumer Behaviour, 2018)
2.3 House purchase consumer behaviour
As per the view of Samad and et.al., (2016) unlike the other regular products and services
the purchasing of house is very critical for the people. Majority of the people consider it as one-
time investment and thus take good amount of time and consultation before making final
decision. Since the house is associated with comfort, social status, living standard and safety
liabilities of the family, people analyse all possible aspects to choose suitable and appropriate
house.
10
Illustration 2: Factors influencing consumer behaviour

Mohd Thas Thaker and Chandra Sakaran, (2016), stated that it is quite expensive and
difficult for the customers to modify or suggest improvement in their purchased house because
designs and other construction requirements cannot be changed once its construction is
completed. Thus, even if people are dissatisfied with the quality of house then they are unable to
make any satisfactory actions. It is limited by cost considerations as well as implementation
perspective. The decisions of people in Sabah are not only affected by the local aspects of
Malaysian culture and trends but also by the global factors. These dependencies are discussed in
the further sections.
2.3.1 Consumer behaviour on purchasing house from global perspective
According to Zhang, (2016) the choice and trends of customers while purchasing their
residential home are also changed with the globalisation. It has become easy for the countries to
assure the easy flow of information and goods across the borders. The new building
infrastructure and techniques enables customers to have wide range of options for their house
instead of limited and locally adopted methods. The rapid development of state as tourist
destination has also encountered the attention of global housing projects. Thus, it is possible for
the customers to have houses which are built with more advanced techniques. These houses are
also considered as more affordable and economic. Similarly, the emergence of leading real estate
developers across the globe is a motivating factor for people to easily trust their brand value and
to purchase houses with complete assurance towards quality.
As per Karami, Olfati and Dubinsky, (2017) customers are showing interest in making
purchase decision. In various countries across the globe people are paying more attention to the
infrastructure and design of their house. For instance, many customers are demanding houses
which are energy efficient as well as equipped with modern technology. By these approaches’
customers are making significant changes in the pricing of houses. The customers in developed
countries of globe are not completely dependent upon their developer for house design. Instead
these consumers are equally participating with designers to construct a house design which gives
them comfort and is best from the quality perspective.
One of the important trends in global market of house purchasing is that people have
number of options for purchasing house. Thus, customers do not tolerate any delay in on time
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completion of their new houses. The house developers are taking this challenge seriously and try
to bring regular innovations in house design so that price and other aspects can be improved.
2.3.2 House purchasing behaviour of customers from Malaysia perspective
The customers in Malaysian states consider some additional aspects while purchasing
houses. Though global factors influence their decision but there are certain factors which are
critical to the Malaysia. For instance, as per the geography of the region the flat land is limited
and thus developers are exploring more hillside lands for house construction. Around 27.2%
Malaysians do not have their house while majority of the citizens are not able to own a small
house with 3 bedrooms or 800 sq. ft house due to excess shortage of affordable houses (Sabah's
houses are the most expensive in Malaysia, 2016). Thus, the ventilation, neighbour,
demography, safety, expected life style and other factors related to the location also affects the
decision of buyers.
According to Ling, Ooi and Le, (2015), the houses in flat areas are in great demand in
Malaysia and therefore such properties have extreme high prices as compare to others. Thus,
most of the people are not able to afford such houses. Contrary to this in hillside areas the
available houses can meet the price expectation of the customers but there is hidden risk of
landslides and other natural disasters with such locations. Hence, people have tough choice to
select any house and its location is examined deeply. Another influencing factor in Malaysian
states is the price. As per the discussion in above sections Sabah is considered as one of the
poorest states and thus price is vital aspect for the customers. The price of house and income of
the customers are very critical in finalising the purchase decision.
In the same aspect Sia, Yew and Siew, (2018), stated that the cultural values are an
integral part of the Malaysia. For example, most of the people in societies have faith in Feng
Shui. Thus, for such customer segments the architecture of house and neighbourhood is equally
important when making purchase decision. They are also ready to pay high prices for their home
but for them design aspects must meet their expectation. This sometimes limits designers’ choice
who construct houses as per their comfort, operational cost and resource availability.
According to Chia and et.al., (2016), the income level of communities in Malaysia,
features of house and accessibility of the desired house structure determines the purchase
decision of the people. The superstitious beliefs and cultural values can also change the decision
12

of the people. For instance, many cultural groups of Malaysia do prefer to buy their house in an
area nearby graveyard. Thus, developers in the Malaysia try to focuses on all of these aspects so
that they can encourage people to buy house.
2.4 Factors influencing house purchase
In the view of Onuoha and et.al., (2018) to own a house is dream for many individuals.
However, before spending a good amount of income into purchase people evaluate several
factors associated with the house so that they do not have to regret for their decision after making
purchase. Some of these key factors are income level of the customers, price, house architecture,
financing facilities and the brand image of the developer providing house.
Bhutta and et.al., (2017), argued that apart from these primary factors people also
consider some aspects. For instance, the cultural values and surrounding environment of house
are also important for the people of Sabah who want a peaceful atmosphere in their living space.
The family needs and purchasing intention are critical in buying house. The individuals with a
greater number of family members often look for the big houses while others may require small
houses. Thus, the accessibility and availability of the desired house can change the customer
decision.
As discussed in Shafiei and et.al., (2017), in Sabah the house is often related with wealth
and prosperity status of the person thus people consider it essential that the house they are
purchasing meets their luxurious and wealthy life style and standards. This is the reason that for
the houses which are built with excellent infrastructure and are located at high value locations
are easily picked up by the people without considering the higher cost.
As per the view of Chau, Wright and Liusman, (2018), purchasing period can also one of
the driving forces in selling houses. Many people in Sabah prefer to buy houses when developers
are ready to sell houses at low prices because of the less development in the house locality.
People assume that buying such houses can deliver huge profits in future. On the other hand,
there are people who strongly want to make purchase decision but wait for specific time period.
For instance, people may be waiting for some income source or the specific time duration like
during their wedding or on a particular festival as a good luck charm. The discussion of some of
the key factors is as below:
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2.4.1 Price
The prices of house are one of the most attractive and important attributes. Being among
the poorest state of Malaysia, Sabah is also the most expensive state. The construction material
in the state are very costly and thus leading to high prices of house. Due to this reason affordable
houses are not easily available in the state. The houses in Sabah are two times costlier as
compare to other states of Malaysia. Also, the average price of houses in the region are 5.79
times the yearly income of citizens (Sabah's houses are the most expensive in Malaysia, 2016).
The middle- and low-income customers often avoids the idea of buying house in Sabah. There
has been constant debate in the state that government authorities are not making steps to resolve
the problem of high prices. As a result, most of the buyers are unable to buy houses even when
they are in great requirement.
(Source: What Are The Factors That Will Affect The Property Values In Malaysia?, 2018)
14
Illustration 3: Factors affecting house prices in Malaysia

In the reports presented by FMT reporters, (2018) the high pricing issues are still not
resolved by the government. It is encouraging the wide gap between supply and demand of the
houses. Most of the people are not capable to afford the house in their available income. Thus,
either they drop their idea of buying house in Sabah or shifts to other Malaysian states which are
a bit cheaper than Sabah. The prices of home are affected by the design infrastructure, economy
stability and location of the house. For instance, the customers who require houses as per Feng
Shui are ready to pay the additional high prices (Sia, Yew and Siew, 2018). On the other hand,
the homeless people in Sabah are even ready to buy the low-cost hillside houses despite
associated safety risks in hilly areas.
In a study conducted by Karami and et.al. (2017) it is emphasized that there are people
who can make instant decision in buying houses. However, they either delay their decision or
completely discard their purchase decision due to higher prices. Such customer segments are not
able to pay the required price for the house. Hence, they change their purchase decision. The
prices of house are also depending upon availability and cost of resources. For instance, the
costly raw material and limited flat land are critical factors which makes the houses expensive in
Sabah region. Thus, it can be concluded that pricing has strong impact on the house purchasing.
2.4.2 Income of customer
According to Mezza, Ringo, Sherlund and et.al. (2016), the purchasing capability of the
target customers plays significant role in the buying action and intention of the consumers. While
making purchase intentions people always sets a benchmark or limit for their expenses according
to their income. The people of Sabah who are living in extreme poverty does not think about
buying their house because the prices for house are far beyond their income. The average salary
of people in capital of Sabah, (Kota Kinabalu) the average income of people is RM 37, 494
which is almost 11 times low than the minimum house prices in the city (Sabah's houses are the
most expensive in Malaysia, 2016). Thus, the income of the customers can act as dominating
force in preventing or encouraging people from buying their house. The people who are able to
manage their financial resources either through savings or financing can think about purchasing.
Contrary to this Zhang, (2016), explained that the middle-income range people usually
consider house purchasing as their dream and related it with their emotional, social and financial
security. Thus, despite of having moderate level of incomes such customer groups make attempts
15

to buy houses. However, their purchasing decisions are not quick and repetitive. Middle income
range groups often choose the residential houses which involves less risk factors such as high
brand value of developers, secure neighbourhood and comfortable design infrastructure with
moderate house pricing.
According to Berger and et.al. (2017), high earning groups can easily buy houses
depending upon their preferences and needs. However, their buying decisions are also affected
by other factors. For instance, despite availability of the low-price houses customers always buy
houses which matches their social status and high-profile life style. For this type of customer
groups prices factor is at the second priority while their interest and motive for buying house is
the foremost priority.
As per the view of Chang, (2018), it is very challenging as well as essential that
government support must be provided to poor people so that they can also afford the safe and
comfortable housing. The state government of Sabah is making several attempts to provide
affordable houses as well as more flexible and stringent home loan policies so that living
standard of middle and low income Sabahians can be improved (FMT Reporters, 2018). These
efforts of the state government will definitely enhance the purchasing of houses. It is also
encouraging the customers to make purchase decisions by balancing their income sources.
2.4.3 Financing
Kim, (2017), stated that financing process provides the necessary funds or assets for
accomplishing business activities, purchasing and investments. The financing services are not
only required by the low earning groups but the high-income groups can also require funds for
investing in purchases of big residential properties. The unavailability of the funds can make
financing as a critical aspect in purchasing house. For instance, easy access to these services and
simple repayment terms can motivate the customers to purchase house without giving second
thought.
According to Samad and et.al., (2016), currently in Sabah people who desires to buy
house are required to pay several amounts included house price such as house insurance fee,
legal fees for purchase agreement, loan and transfer charges, sinking fund as well as high interest
16

charges for late payment of price instalment. Thus, the addition of these charges makes it
financing process very complicated and costly.
However, Chan, Haughwout and Tracy, (2015) explained that as compare to other
products and services the finance for house is very complex and time-consuming process
especially for middle and low earning groups. The fund providing agencies in Sabah often have
high interest rates, short lock in period and limited finance margin. These factors contribute to
low interest of people in buying house using financing. Thus, most of the people prefers to wait
for future when they will have essential resources instead of using commercial banks or other
sources for funds.
The high prices of house are continuous concerns for government of Sabah. Though
government is putting efforts to reduce these elevated prices but the role of finance institutes
cannot be neglected. The banks or private fund agencies are trying to keep low interest rates and
monthly instalments so that the financial assistance can help people to buy their house. The
improvement to financial services provides an option to the citizens of Sabah to overcome the
price difficulties in making purchasing decisions.
In the view of Baqutaya, Ariffin and Raji, (2016), the buying intention of the customers is
greatly influenced by their financial abilities. The improvement and simplification of these
infrastructures can increase the number of low-income customers who are intended to purchase
their own house. Malaysian banks including the commercial banks of Sabah have very flexible
infrastructure for providing the funds or house loan to foreign citizens. Thus, good number of
non-Malaysian citizens are also willing to purchase residential properties in Sabah. Hence it can
be concluded that improvement in strategies of financial institute can bring significant difference
in purchasing intention of houses.
17

(Source: 6 Things you should consider when taking up a home loan in Malaysia, 2018)
2.4.4 Branding of developer
Branding is important for developer for influencing buying decision because it is related
to strengthening of professional services. Among vast number of factors which are analysed
which influences purchasing house decision the brand value of developers also affects the
customers. Sirgy, (2015), stated that Most of the people consider the house purchasing task as
risk involving and challenging.
However, the trustworthy brand value of house builders can be an effective factor to gain
the trust and confidence of the potential customers. When well-known and recognised developers
are involved in housing projects then it becomes easy for people to invest in such products. In
many housing projects the involvement of popular brands is sufficient to attract the customers.
The brand value of developers is sufficient enough to assure customers that their dream house
will surely meet their expectations.
18
Illustration 4: Financing factors affecting customer decisions

Similarly, as discussed by Carswell, (2018), houses which are developed by new
builders’ people do not find it convincing to trust the quality of the house. Thus, they never try to
look for a house which is constructed by a completely anonymous personality. Though it is
possible in certain cases when customers are not aware with the developing brand then they can
trust the opinion and reviews of other people but there is the least possibility that without
developing a brand it is easy to sell house. When different house options are available at same
location and in same price then in such cases customers also consider this factor into their check
list. The house developed by popular brand is preferred by the people.
According to Choi, Park, Lee and et.al., (2017), people can also pay higher prices for the
house if the services are provided by the developers with high brand value. The key reason for
this fact is that while buying house people have tendency that they will not get this opportunity
again and again. Hence just by giving additional cost if they are able to get high quality services
and design of their home then it is not a compromising deal instead it is a huge benefit for them.
Thus, real estate dealers in Sabah must focus on enhancing their brand value so that people can
easily buy houses. As per the current scenario there has been great delay in delivering completed
houses on time in Sabah. Thus, if developers will improve their working methodologies and
houses will be readily available to customers as per the needs then there will be significant
increase in the selling of houses.
2.4.5 Feature of house
Berger and et.al., (2017) explained that the purchase intentions are often accompanied by
the required layout or house design. The potential buyers of the house have predefined criteria
regarding basic features of house such as number of rooms, position and design of doors, shape
of ceiling and all aspects of interior designs as well as exterior design. The probability of
purchasing house increases when the house design and features are in alignment with the
expectations of the customers.
The quality of house, its size and designing aspect greatly affect the decisions of
customers who are more concerned with the social standard. For instance, the high-class
communities prefer the house features which are unique and more advanced. For this purpose,
they often neglect the parameters such as cost, location and surrounding environment of the
19

house (Anton and Lawrence, 2016). Thus, for such customer groups house features are key
attributes for motivating them to purchase house.
On the other hand, Chetty, Sándor and Szeidl, (2017), argued that for the low-income
customers the priority is to find a house which fits in their budget and basic comfort needs like
sufficient number of rooms, and prime location. Thus, if the design requirements of the house are
compromised with house pricing then also such customers can easily make purchase decision. In
Sabah the house design significantly depends upon the type of house and its location. For
instance, the flats, apartments and residential complexes have more generalised designs whereas
the bungalows, terrace houses and detached houses are highly customized in terms of house
features. This difference in features is reflected in terms of house price as well as availability of
the house.
In the same perspective Prediger, Huertas-Garcia and Gázquez-Abad, (2018), expressed
concern that the people with high purchasing capability tend to prefer the customized house
design because the generalisation in house features does not meet their expectations. The low
price and enhanced security in apartments make them more preferable among common people.
The limited flat land availability in Sabah also encourages people to buy available houses of this
type. Thus, before buying any house people always consider the type of house features, they
expect and can receive. The house dealers can increase their sales by considering this factor.
2.5 Goal setting theory
Mauro, (2016), described goal setting as a motivational theory which encourages and
motivates individuals to accomplish a specific task or to achieve certain goals. The selection of
more precise and effective goals leads to the better performance. The house buying intention of
the customers can be increased by setting various goals. Many Sabah citizens do not own
comfortable houses as per their expectation due to several reasons such as lack of information
and accessibility, lack of funding and desired house design.
Thus, the house developers in the region can set various goals to increase the house
purchase. At first the developers can collaborate with the financial institutes and government
agencies so that affordable houses are available to people with easy finance terms. It will
increase the demand for the houses. Further the house providers must also change their execution
goals. Latham, Brcic and Steinhauer, (2017), stated that currently developers does not consider
20

the perspective of their customers in designing especially in apartment type houses. This is one
of the key reasons that many people do not prefer these houses.
If developers of Sabah region can fix their goals for completing house with more
customized features and design then it will increase the number of people purchasing apartments.
The marketing goals of the house construction providers must have clarity and wide scope. It has
been also analysed that there are people who are ready to make purchase but they do not find the
house according to their requirements. Its main cause is that many time houses are available but
developers do not promote their products. Unlike other retail or household products the
marketing of house purchasing is very narrow and restricted to a limited region.
In the view of Vohs and Baumeister, (2016) if house developers set specific goals for the
promotion of their products then more awareness can be created among customers. It will
support the purchasing behaviour of the customers. To increase sales of houses service providers
set goals to identify the factors which prohibits the purchasing behaviour of the customers. The
analysis and accomplishment of these goals according to buying ability and interests helps to
meet expectations of potential buyers of houses in Sabah.
2.5.1 Theory of planned behaviour (TPB)
According to Malthouse, Calder, Kim and et.al. (2016), TPB effectively describe the
purchasing intention of the buyers in making purchasing decision. The willingness to do a
particular action has great impact on the behaviour of an individual. The intention to buy house
can be considered as the indication of purchasing behaviour. This theory can help to understand
the purchasing intention of Sabah citizens. The behaviour of the customers depends upon vast
number of factors such as psychological factors, social factors, subjective conditions as well as
capability. These behavioural aspects are important to analyse as they reflect that how an
individual will make a move to buy the specific product.
TPB theory shapes the behaviour of individual in a way that people of Sabah are
motivated to buy houses. For example, the social influence regulates the behaviour of people that
they must have high social status. However, this is difficult to achieve without having a
luxurious house. Thus, people always aim to have a good house so that they can behave and
stand with dignity and proud among their social groups. Similarly, individuals are expected to
21

follow a behaviour which can fulfil the needs of their family members thus this theory inspires
customers that they always purchase the necessary products and services which can facilitate
their personal and family needs.
For instance, the need of secure and quality life is one of the basic need of people in
Sabah thus before buying any house they always consider the fact that if they can afford the
house and what should be the characteristics of the house, they are willing to purchase. When all
these expectations are meet then purchasing of house becomes quite simple process for people.
On the other hand, the people who have limited earnings are not able to purchase house multiple
times (Popp and Woratschek, 2017). For such customers their entire savings are utilised in
buying a single house. The social factors strong control the actions and behaviour of people.
Thus, while having buying intentions the social influence also have its involvement in describing
the needs of an individual.
(Source: Theory of planned behaviour, 2014)
As per discussion in Boureau, Sokol-Hessner and Daw, (2015) it has been analysed that
cultural values and social trends are identified in purchasing behaviour of people in Sabah. The
impact of factors such as spirituality, house architecture and design can prohibit people from
buying a house which does not match their social and cultural values. It is also possible that
customers are firm in buying house but certain factors such as barriers in receiving finance or the
delay by house developer in completing the building affects the purchasing behaviour of
22
Illustration 5: TPB Model

individual. For instance, many customers assume that buying products on finance is not cost
effective and easy process thus they always drop their idea of buying house in the hope that in
future when they will have sufficient resources they will purchase.
2.5.2 Stimulus organism response model (S-O-R)
According to Islam and Rahman, (2017) S-O-R model can be used as an effective tool to
model to understand the various driving forces which leads to purchasing retort of buyers. This
model explains that the environment stimuli or factors causes a psychological change in
individual which leads to specific buying actions.
Strauss, (2017) stated that the need to live a better life and to improve the social status by
having a good house motivates every individual to have purchase intention for the house. This
simulation leads to various behavioural changes in customers. For instance, in order to buy
houses customers analyses various attributes like if they can afford purchasing and how proposed
house product will meet their expectations and needs. The emotional interaction with external
stimuli encourages to take the final decision. When people are convinced that a particular house
is meeting their budget and design requirements then they make approaches to buy the product.
However, it is also possible that the products or houses offer by the house developers
does not meet the needs of customers. In such cases people often look for the alternative sources.
Considering this aspect, the Sabah government is trying to reduce the house prices so that the
communities which are not capable to make purchases can also get a chance to fulfil their
expectations of affordable housing.
Krypotos, Effting, Kindt and et.al. (2015), also suggested that apart from the personal
perspective the response of people is also influenced by the response of others. For instance, the
selection criteria for a house may differ between two individuals on the basis of their own
experiences and needs. However before making final decisions buyers also analyse the
perspective of other social elements like what impact the purchasing will have on their family or
social reputation.
2.6 Gaps in literature
In order to make the research process more understanding and effective it is necessary to
determine the gap between current as well as previous literature. The first identified gap is that
23

though there have been several studies which focuses on house purchasing intention and
influencing factors but there are no recent studies which consider the Malaysian perspective
especially the Sabah region. One of the key reasons for this aspect is that due to poor economic
condition of Sabah it is assumed that the analysis of consumers of this region will not give
considerable and significant findings.
Secondly as per Chang, (2018) price, finance, purchasing capabilities and house design
are the major criteria which affects the buying decision of customers in any region. However,
this study also evaluates several other factors which can be dominating in Sabah region. The
factors such as limited flat land and geographical aspects, spiritual beliefs and the limited efforts
by the house developers are also included in this research. In this study the role of Sabah
government has also been highlighted that how authorities are developing strategies to enhance
the house purchasing behaviour of customers. In the previous studies the government role is not
highlighted that how government support can influence the price and availability factors.
According to Bowen, (2017) house is the elementary need of human beings and thus it is
the joint responsibility to assure that every individual has comfortable living. A vast number of
researches have been conducted which highlights the factors affecting customers decision but
these studies does not focus on efforts made by government and how house developers can
increase the selling of houses. This study has considered these aspects as well.
2.7 Conceptual framework and hypothesis
The conceptual framework describes the dependency of house purchasing decision on
several factors. It helps to establish a systematic model for exploring the research subject. The
frameworks consist of different factors which are influencing the decision of potential house
buyers in Sabah state of Malaysia. As per the framework developed below five hypotheses can
be developed related to the subject topic. Along with these hypotheses it has been also analysed
from the above discussion that certain attributes such as social and cultural beliefs of individuals,
emotional and psychological parameters can also bring modifications in purchase decisions of
people.
24

On the basis of framework following hypothesis are developed:
Hypothesis 1 (H1): The prices of house have positive impact on purchasing of house.
According to Bowen, (2017) when prices of houses are acceptable to customers then they
make quick purchasing decision. On the other hand, the higher prices of houses in Sabah may
limit the potential buyers.
H2: The brand value of developers directly influences the purchasing decision of potential
buyers.
With higher brand value of the house developers, people can easily make the most
suitable choice for the purchase. Thus, developers must ensure to adopt suitable marketing and
quality assurance methods so that people can easily buy their houses.
H3: The income of customers also has positive impact on encouraging the house purchasing
decisions.
25
Price of house (H1)
Income of customers
(H3)
Financing (H4)
Brand of house
Developers (H2)
House features (H5)
House purchasing
Decision
Control variables:
Psychological factors
Social factors
Cultural and spiritual beliefs
Availability of houses

As per the view of Solomon and et.al., (2017), people with necessary resources and
purchasing capabilities are more likely to buy houses while the customers with low income
resources tend to delay their house purchasing intentions.
H4: The complexity and quality of financing services positively affect the house purchasing.
The easy finance services to customers motivates them to buy houses even when they
have insufficient resources. This factor is helpful for vast number of people who desire to buy
houses but are unable to make purchase decisions due to fund issues.
H5: There is a positive relation between features of any house and purchasing intention and
decision of the buyers.
In order to buy any house customers always analyses the features and specifications of
the house so that they can get assure that they are utilising their money for correct purchase. The
unavailability of the house with desired features can cause delay in purchasing decision.
2.8 Conclusion
It can be concluded from the study that the house purchasing behaviour of the people is
affected by several factors. Thus, in order to provide quality life to every individual it is essential
that house developers must understand these factors so that they can improve the quality of
houses. It has been also analysed from the study that apart from several external factors the
behavioural perspective of the customers is also equally important in encouraging people to
make purchase (Silva, Canavari and Wander, 2017). It is required that developers must analyse
the needs of potential buyers so that real estate services can be improved.
The purchasing of real estate properties such as residential houses is not influenced by the
behavioural perspective of consumers but it is also influenced but by the global as well as
national trends and economic stability. The development of real estate products and services can
affect the prosperity and growth of the economy. Thus, it can also be concluded that the
increased house purchasing in Sabah will not only encourage the regional development but will
also be beneficial for the growth of Malaysian economy.
From the above discussion it has been also identified that the house locations and its
design attributes can change the buying decision of potential buyers (Reid, Sparks and Jessop,
2018). Thus, it is essential for the developers to consider these aspects into account so that they
26

can increase their profitability and to influence buying decision of customers. Further the above
discussion has also helped to determine that the insufficient marketing strategies and focus on
product development has led to limited control of house developers on buying decisions. It
cannot be considered beneficial for the real estate as well as for the people who desire to own
their house (Montano and Kasprzyk, 2015). The low purchasing interest of buyers towards house
not only prevents the proper utilisation of the resources in Sabah region but also affects the
development goals Sabah.
From the research it has also been analysed that the pricing factor in house purchasing
can be regulated and control by the administrative authorities. Thus, necessary attempts must be
made so that people can afford the low-price houses and easy finance services are available. To
motivate the buyers for purchasing it is also required that house developers must also plan to
enhance their brand value (Goh, Ritchie and Wang, 2017). Hence it can be concluded that
improved brand value of developers is vital for making house purchase action less risky..
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CHAPTER 3: METHODOLOGY
3.1 Overview
The selection of appropriate research methodologies is essential for achieving the
research objectives. The research methodologies focus on different aspects of research such as
research design, setting, sampling, data collection and analysis methods (Lewis, 2015). For the
purpose of this study following methodologies are used.
3.2 Research design
Research design explain the pattern or format for completing the research and is of
following three types:
Exploratory design: This approach explores the various aspects of the research subject in a more
precise manner. It aims at developing priorities related to research subject so that clear
operational definitions are analysed and research outcomes can be improved.
Descriptive: In this design approach corresponding solutions are identified for the research issues
on the basis of hypotheses (Ott and Longnecker, 2015).
Causal research design: This approach is highly suitable for determining the association
between a particular effect and its related causes.
In this study exploratory design is used so that house purchasing behaviour of Sabah people can
be analysed in a more precise and accurate way. This design approach helps to analyse the most
appropriate design map for the study so that data collection and analysis is accomplished
effectively. (Flick, 2015).
3.2.1 Purpose of study
The purpose of this study is to conduct a research for the different factors which are
affecting the house purchase behaviour of customers in Sabah state of Malaysia. Its key purpose
is to improve the house buying capacities and purchasing behaviour of customers so that their
life style can be improved as well as real estate dealers which are selling house can also
understand the nature of their potential customers for gaining the desired profits.
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3.2.2 Researcher inference
The inferences in the research are defined as the stages to transform assumptions into
validate conclusions or logical consequences (Greenland, Senn, Rothman and et.al., 2016).
Researchers can use deductive and inductive inference. In deductive type general principles are
inference on the basis of certain logical basis while in case of inductive inferences probability is
used to obtain more generalised research results from specific information (Abdulkadiroğlu,
Angrist, Narita and et.al., 2017). In this study deductive approach is used and different logical
arguments and analysis are used to explore the study. The use of deductive approach in this study
helps to underpin the attributes through logical explanation which are controlling buying
decision of customers while purchasing house.
3.2.3 Research setting
The research setting is defined as the cultural, social or physical location where research
is accomplished. The study of participants in natural setting helps to make more meaning full
decisions. The research setting for this study is in Sabah, Malaysia which is situated on north
Borneo Island. Its capital city is Kota Kinabalu and major towns are Tawau and Sandakan. The
state is very rich in terms of ethical and cultural diversity.
The economy of the state is predominantly dependent upon export of its natural resources
such as oil, timber and gas which are present in abundance in the region. Tourism and
agricultural are also important economic activities in the region. It is the second largest state of
Malaysia and is also well known for the highest rates of real estate properties and cost of living
as compare to other states of Malaysia (Interesting Facts and Trivia about Sabah, 2019). Thus,
the study of house purchasing behaviour in this region can give more realistic results.
3.3 Sampling plan
The sampling is a vital stage for the execution of the study. Sampling is accomplished in
four stages. In the first stage various population groups of Sabah are selected as sample for the
study. In the next stages of the plan sampling frame and size are determined. The sampling frame
consist of people from different occupation, cultures and income groups so that the validate data
can be obtained from these samples. The samples selected for the study are potential house
buyers and owners living in Sabah. The selection of appropriate sample size and design helps to
29

develop data collection methods and to employ pilot study so that samples can be collected with
more efficient methods (Palinkas, Horwitz, Green and et.al., 2015).
3.3.1 Unit of analysis
The unit of analysis is important aspect of the research study and it describes that what is
analysed for the study and who will be analysed. The clear definition of analysis unit is
necessary so that data analysis and collection can be accomplished correctly (Ott and
Longnecker, 2015). In this project the customers of Sabah who have potential to buy the house
are considered as the analysis unit. The study will analyse that how individual perception and
decision regarding house purchasing can be influenced.
3.3.2 Sampling design
Sampling design is defined as the process of collecting data from the targeted population
of the research study. Sampling design can be of two types: probability sampling and non-
probability sampling. In probability sampling each population member has equal chance to get
selected as a subject while in non-probability design specific criteria are used for selection
process and thus every element does not have equal probability to get selected (Dann and
Brunskill, 2015).
The probability sampling can give more specific results while the other may provide the
generalised conclusions from the population. In this study non-probability sampling of snowball
type is used in which the future samples of study are recruited or refereed by the current samples
on the basis of acquaintances. This approach will help to use suitable samples so that valuable
and relevant observations can be made.
3.3.3 Time horizon
The time horizon of the study defines the time scale through which data is collected and
analysed from the samples. There are studies in which study is conducted at more than one
instant of time to understand the behaviour of the target audience. Such studies are called
longitudinal studies. On the other hand, in some studies specific time duration is used and in
mere one iteration the data is collected (Koo and Li, 2016). Such studies are called cross
30

sectional studies. The time horizon for this research project is of cross-sectional type and is fixed
for a particular single duration.
3.4 Data collection methods
The data collection methods describe the way for collecting the data which forms the
basis for the evaluation and verification of the research hypotheses. The data collection methods
can be primary or secondary type. The primary data collection methods employ the use of
various external sources such as questionnaire, interviews and survey to gather the response of
the sample population so that data can be analysed on the basis of observation (Reilly, Souder
and Ranucci, 2016). The data obtained from this collection method is based upon the response of
the chosen population and is more specific. On the other hand, secondary data collection
methods secondary sources such as articles, journals and reviews from other similar studies are
used to make conclusions.
In this study both type of data collection methods is used. For the primary data collection,
a questionnaire is used in the study while for secondary type different journals are used. The use
of both type of methods makes study effective as along with the realistic observations the
glimpse of previous studies is also obtained to analyse data more effectively.
3.4.1 Questionnaires design
From the research perspective it is very critical aspect and is greatly influenced by the
research objectives. During questionnaire design the questions and format of response is defined
with care so that the results can be analysed easily and can give more detailed analysis. The
questionnaire design is based upon the factors discussed in literature review section (Busk and
Marascuilo, 2015). The response of the samples can be taken in the form of open-ended structure
or close structure. In open ended format respondents can give detailed response while in case of
closed structure only opinion of the samples is analysed without going into its detailed
explanation.
3.5 Measurement instrument
For measurement of the response scale these variety of measurement instruments can be
used for the study. The numerical scale can categorise the responses on the basis of specific
criteria such as age or occupation of the respondents (Sutton and Austin, 2015). On the other
31

hand, the ordinal scale identifies the responses based upon the magnitude in an ordered format.
Different scales can be used to evaluate or measure the response of the sample population.
3.5.1 Pilot test
When questionnaire was designed then in order to test its validity, effectiveness and
strength. Instead of directly conducting study on huge number of samples a small-scale study is
executed at first. Thus, it helps to determine the loop holes in the study or data collection
methods before the actual data is collected from all samples (Dikko, 2016). The pilot study
results concluded that the questions included in the questionnaire have accurate wording. It was
also analysed that the improving the sequence of some questions can increase the response rate
and layout thus the sequence was changed.
3.5.2 Preliminary analysis
Before conducting detailed analysis, descriptive reports are generated so that relation
between various research variables can be understood easily. For this analysis cleansing and data
screening are used in this study. In this process the raw data is analysed to determine that the
samples have responded accurately. It determines the statistics that how many questions of
survey were not answered or filled incorrectly (Hazzi and Maldaon, 2015). The values which are
not in acceptable range are neglected and missing data is identified so that during final analysis
of data errors are not encountered.
3.6 Hypothesis testing
For assuring the validity of the study the hypothesis of the study is tested by using
multiple regression method. From the preliminary analysis and application of multiple regression
has been analysed so that second hypotheses of this study do not have significant validity
(Vidoni, Johnson, Morris and et.al., 2015). Most of the samples did not have any detailed
knowledge of the house developers’ brands of Sabah and thus these factors do not affect their
purchase decision. However, the hypothesis one and three can be considered as the most valid
and dominating attributes in the house purchasing behaviour of the customers of Sabah.
32

3.6.1 Simple multiple regression
In this study multiple regression is used so that association between dependent and
independent variables can be analysed. This statistic tool analyses the impact of a particular
factor and accounts the other attributes which can influence the result (Malterud, Siersma and
Guassora, 2016). Hypothesis two and five were the point of satisfaction for customers after
purchasing of the house and therefore can be considered as the dependent variable while the
brand value of builder and features of the house are independent variables which are influencing
the dependent variables (Anseel, Van Lysebetten, Van Es and et.al., 2018). The customer
satisfaction of individuals can also influence the purchase decision of other customers thus it is
essential to include this statistic tool in the study.
3.7 Chapter summary
It has been analysed from the above discussion that the data investigated from different
research methodologies describes the factors which are affecting house purchasing attitude. The
questionnaire design, pilot methods and hypotheses test help scholars to validate the research
conclusion and the discussion presented in the literature review section. The use of appropriate
data collection methods also helps to analyse the relevant sources for providing solutions to
research questions (Ary, Jacobs, Irvine and et.al., 2018).
33

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