Customers housing preference : A case study in Kota Bharu / Nur Izzati Ab Ghani

• Main Author: Ab Ghani, Nur Izzati
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2008
• Subjects: Marketing
• Online Access: https://ir.uitm.edu.my/id/eprint/27825/1/PPb_NUR%20IZZATI%20AB%20GHANI%20BM%2008_5.pdf; https://ir.uitm.edu.my/id/eprint/27825/

Despite its resilence, the residential property sector is getting increasingly competitive and the developers are looking at the slower , taken - up rates and flattish earning performance property developers have to confront challenges in maintaining market share and profit margin, Many developers have to reluctant the sales of houses due to the poor sales of the houses. The developers have to keep themselves updated with the current market situation and hence, to develop the strategy that can enable them to boosts the sale of the houses, The objectives of this study is to identify the popular types of houses preferred by the potential house buyers, to determine the factors influencing the consumer preference in buying house and to identify the most and least important factors preferred by the potential house buyers, The findings of this study will be beneficial to the developers in Kelantan to identify the customers’ housing preference in order to fulfill the need and want of customers. In collecting data, the researcher used primary data (questionnaire) as a way to get feedback from the customers. Using non probability sampling, 100 respondents in Kota Bharu have participated on this study. In this research, the finding shows that only property - specific traits have significant relationship towards dependent variable (customers’ housing preference). Others factors are not contributing to the significant due to the changing of customers’ preference from time by time. Maybe other factors that axe not included in this research will contribute to the significant.