Influence of Lifestyle on Housing Preferences of Multifamily Housing Residents

Abstract

The purpose of this study was to identify the housing preferences of multifamily housing residents as determined by their lifestyles. As a lifestyle measurement for this research, 59 housing activity, interest, and opinion statements were developed. A total of 206 usable questionnaires were collected through a mail survey of residents of nine apartment communities in Charlotte, North Carolina. Four lifestyle factors (Well-being, Social, Spaces, and Envirotech) were derived, and the respondents were grouped into four lifestyle clusters (Community Cluster, Basics Cluster, Home Cluster, and Environment Cluster). The relationships between the lifestyle clusters and their housing preferences were tested and the major findings were: (a) households in the Community Cluster had a strong downtown orientation and the weakest perception of homeownership, and preferred to have security features; (b) households in the Basics Cluster had the weakest preferences for apartment home and community features and the second weakest perception of homeownership; (c) households in the Home Cluster had the strongest perception of homeowner ship and relatively strong feature preferences, including preferences for upscale interior design features; and (d) households in the Environment Cluster had a strong suburban orientation and preferred to have outdoor parking spaces in front of the building, plant watering service, and an on-site car care center. These findings can be applied to the design and management of apartment communities and to marketing strategies that are sensitive to lifestyle concepts.

Additional information

Notes on contributors

Hyun-Jeong Lee

Hyun-Jeong Lee is Assistant Professor and Extension Housing Specialist, Department of Family, Youth and Community Sciences, University of Florida, Gainesville. FL

Rosemary Carucci Goss

Rosemary Carucci Goss is Residential Management Advisory Board Professor and Julia O. Beamish is Professor, Department of Apparel, Housing, and Resource Management, Virginia Polytechnic Institute and State University. Blacksburg. VA. This article is based on the paper that was awarded the 2006 Tessie Agan Award by the Housing Education and Research Association.

Julia O. Beamish

Rosemary Carucci Goss is Residential Management Advisory Board Professor and Julia O. Beamish is Professor, Department of Apparel, Housing, and Resource Management, Virginia Polytechnic Institute and State University. Blacksburg. VA. This article is based on the paper that was awarded the 2006 Tessie Agan Award by the Housing Education and Research Association.