Manufacturer-User Communication in Industrialized Housing in Japan
Noguchi, Masa and Friedman, Avi (2002) Manufacturer-User Communication in Industrialized Housing in Japan. Open House International. pp. 21-29.
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Creators/Authors: | Noguchi, Masa and Friedman, Avi | ||||
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Abstract: | Buying a new home is a significant investment that is usually undertaken only once or twice in a lifetime. Therefore, consumers are cautious and selective when choosing a housing supplier. Prior to entering into a contract with their clients, Japanese housing manufacturers offer various types of information, and motivate clients to proceed with the purchase of their product through face-to-face negotiations. This paper examines how Japanese housing manufacturers communicate the advantages of industrialised housing to their clients, who then come to appreciate the higher quality prefabricated homes over the cheaper conventional homes. The authors surveyed five housing manufacturers in Japan, and found three fundamental communication approaches that the manufacturers use mainly during the marketing stage: advertising, educating and assuring. This paper describes each of the communication approaches that the housing manufacturers use in promoting industrialised housing. | ||||
Official URL: | http://www.openhouse-int.com/abdisplay.php?xvolno=27_2_2 | ||||
Output Type: | Article | ||||
Schools and Departments: | Mackintosh School of Architecture > Mackintosh Environmental Architecture Research Unit (MEARU) Mackintosh School of Architecture | ||||
Dates: |
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Status: | Published | ||||
Output ID: | 1266 | ||||
Deposited By: | Masa Noguchi | ||||
Deposited On: | 21 Nov 2011 11:44 | ||||
Last Modified: | 26 Sep 2013 22:00 |