The master's thesis deals with the analysis of purchasing preferences of potential buyers of wooden prefabricated houses in Slovenia, with an emphasis on the role of content marketing in stimulating demand. The starting point of the research was an analysis of factors related to prefabricated wooden houses and their influence on the purchase decision. At the same time, we checked whether high-quality free informative content can change the purchase decision and opinion of buyers. The theoretical part presents the state of the real estate market in Slovenia, trends in sustainable construction and modern approaches to digital and content marketing. The empirical part presents data collected using a survey questionnaire that verified the motives, reservations and preferences of potential buyers. The results show that the main positive factors are related to financial predictability, energy efficiency and quality of life in prefabricated wooden houses. The most reservations among buyers are caused by the lack of information about the safety and sustainability of such construction. It was found that the perceived risks can be significantly reduced by offering well-prepared professional content, which is provided free of charge in a suitable format. The research contributes to a better understanding of the purchasing behavior of buyers of wooden prefabricated houses.
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