These findings will assist the organization in their selection of the elements of the ad. So as to communicate more effectively to their target audience. .
This research project will take into account the different elements of purchasing a new apartment, in the city, which has no views. And will look into the areas that the apartment has to offer, our unique selling point, For example, amenities, like cinemas, restaurants, and shopping malls that are situated close to the apartments. Such as, must we advertise a romantic lifestyle, a busy lifestyle, or an apartment with convenience?.
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Considering the competition from real estates in the city with views and those with no views, we have to determine who are our primary and secondary target audience and what are the factors that has their preference. This will help us understand our target audience better and assist the organization in creating the ad more targeted to the audience.
As well as understanding what factors would attract the target audience to the apartments, the research also aims to know where our target audience are, their demographics and their choice and perceptions of the different locations of executive apartments.
4. SECONDARY DATA.
There is a vast amount of secondary data so it will be best to put it into five defined categories.
4.1 TARGET MARKET.
As urban redevelopment and urban renewal tend to be on the increase in Perth, so does the percent of people seeking dwellings that fit into the category of apartments and townhouses. There has been a general drift among first home owners from buying a separate house on the urban fringe to higher density inner city housing. In 1997 - 1998, 17% of first homebuyers had purchased medium to high density accommodation, up 3% since 1988 (Survey of income and Housing, 1998).
The median age of first homebuyers is 31.5. This rate has been increasing drastically over the past ten years due to the changing formation of family patterns.