Aldrin P. Carreon, Maria Kristina M. Cay, and John Matthew Aquino (Authors)
Abstract
The main objective of this study is to assess the motivating factors behind house and lot acquisition among Calmar Land clients in Quezon Province, with a focus on Lucena City. It examines how personal ambitions, social networks, and economic stability influence residential sales amidst the province’s evolving social and economic landscape. A researcher-made survey questionnaire was utilized, with reliability confirmed through a pilot test involving 30 respondents, yielding a Cronbach’s Alpha of 0.901. The sample consisted of 299 active clients of legal age, selected via stratified proportionate sampling. Statistical methods such as frequency, percentage, mean, standard deviation, and Kruskal-Wallis H-test were employed. Results reveal that income, marital status, and location significantly influence specific motivations, particularly in personal, cultural, psychological, and social aspects. Although general motivation to acquire property remains strong, detailed motivations vary according to demographic factors. Based on these findings, it is recommended that Calmar Land enhance its marketing strategies by offering clear, detailed information on financing options, payment terms, contracts, and project timelines. Additionally, developing a digital platform to allow buyers to track their property status, access financing tools, and receive timely updates would significantly improve the overall customer experience.
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Keywords: House and lot acquisition, Motivating factors, Residential sales, Marketing strategies, Perception