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
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
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