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By : Masa Noguchi, Avi Friedman

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.

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