| Summary: | The high population growth every year effect on the increasing
demand for housing, followed by the opening of new locations by the
housing developer. Buying behavior is an activity carried out in order
to meet the goal (goal-directed behavior), so that the various goals of
the consumer requires a different marketing strategy. Marketers can
use a hierarchical structure of goals to develop marketing strategy.
This study aims at understanding the goals of consumers who bought
the house and the interrelationship between these goals within a
structure. This study uses laddering technique, which is a procedure to
uncover consumer goals which hierarchically arranged, in the form of
a questionnaire adapted from generic-goal laddering questionnaire.
Respondents of this research are employees who are financially
independent and amounted to 57 respondents. The result is economic
establishment is consumers� most dominant final destination by
gaining profit and to reduce subsiding cost thus family�s income
becoming more stable. Investment, entrepreneurship, and business is
the most central goals and become the most common instruments or
means used by the consumer to achieve other goals, both on
consumers who already have houses, and those not yet have any
house. This means, investments, entreprise, and business are important
goals for a consumer in choosing a house.
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