63 NTU Management Review Vol. 31 No. 1 Apr. 2021 of new properties in a construction project individually, this domestic study explores the influences on the price-volume relationship, discusses construction companies’ motivations to reduce prices, and identifies factors affecting the discount rate of new construction projects. This study contributes the establishment of a lead-lag relationship between the sales rate and the discount rate from the macro perspective to the existing body of research. In addition, from the micro perspective, we find that construction companies’ financial planning is the main factor in price-cutting. These findings supplement the lack of prior literature on exploring construction companies’ sales motivations.
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