Determining customers’ preferences for housing attributes in India

Abstract

Purpose The purpose of this paper is to understand customers’ preferences for housing attributes in India. Design/methodology/approach The study highlights the attributes important to the customer when purchasing residential property. The Kano model has been used to understand these preferences of consumers. The data are collected across Delhi and the National Capital Region and have been analyzed using the cross-tabulation approach. Findings Demographics of the consumers play an important role in deciding purchase of residential real estate. Because of their income level, Indian consumers prefer low-rise residential complexes. Originality/value The study helps to understand the diverse behavior of Indian consumers when they invest in the real estate sector, especially residential.