Document Type : Research Article
Authors
1 MSc. Graduated, Management Department, Apadana Higher Education Institute, Shiraz
2 Assistant Professor, Management Department, Apadana Higher Education Institute, Shiraz
Abstract
As the population grows, the construction industry, like other industries, is growing rapidly, and much of this growth can be seen in metropolitan areas. The increasing need for construction has led to the tendency of constructions to the cheapest and poorest type, in parallel with high profitability. After a while, with the initial wave of excessive demand for the building descending, when the demand showed a more reasonable trend than in the past, a number of well-known builders acted with the correct knowledge of the opportunity in the market according to the needs of affluent customers in a competitive environment. By using special architectural effects and creating a special style, through branding construction and branding, they showed a commitment to providing a guarantee of building quality. Since such buildings are built by famous architects and builders, so the building and their builders have a special brand. Therefore, buyers of luxury residential complexes, which are often highly priced, decide to buy when considering several factors. As a result, the present study aims to identify and rank the factors affecting the intention to purchase a luxury brand building. The present research is applied in terms of purpose and descriptive in terms of data collection method. The statistical population of the present study is the Committee of Experts. According to the purpose of the research, it consists of 8 builders familiar with the subject of luxury buildings with at least ten years of experience in the construction of luxury buildings. The method of selecting experts has been purposeful. In this research, the DANP approach has been used. In the first step, the Dematel technique and in the second step, the network analysis technique (Anp) are used to rank the criteria. According to the values of the final weights obtained for each criterion, it is observed that the individual criterion with a final weight of 0.334 is the first priority, the construction criterion with a final weight of 0.333, the second priority, the environmental criterion with a final weight of 0.332 is the third priority. they give. Among the sub-criteria are personal satisfaction with a final weight of 0.094, building facilities with a final weight of 0.088, perceived quality with a final weight of 0.086, three sub-criteria that have the highest rank in the intention to buy a luxury building in Shiraz have given.
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