Exploring needs, choices, and preferences of homebuyers in Islamabad, Pakistan

ABSTRACT

Given the multitude of factors to consider, selecting a home to buy or rent is a significant decision, and consumer behaviour plays a crucial role in this process. This study aims to shed light on consumer needs, choices, and preferences that influence the decision-making of homebuyers in Islamabad, Pakistan. To achieve this objective, a questionnaire was designed that incorporated factors extracted from existing literature on household needs, neighbourhood characteristics, consumer engagement and marketing factors, and investment determinants. Data was collected from 450 households in selected housing schemes in Islamabad, Pakistan, using a random sampling technique. Descriptive analysis, Kendell’s W, and chi-square tests to understand needs, choices, and preferences. Analysis revealed that water availability and a proper drainage system were critical factors consumers consider when purchasing a property, followed by the proximity to public transport, workplaces, shopping centres, and airports. The results indicate that billboard marketing significantly impacted people’s decision to purchase a particular property, followed by social media, the brand reputation of the developer/builder, marketing through television channels, and newspaper advertisements. Regarding investment determinants, affordability was the most critical factor that consumers considered when making a purchasing decision.

KEYWORDS:

• Consumer behaviour
• investment risk
• marketing
• real estate investment
• regret

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability of statement

Data available on reasonable request.

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Nida Naeem

Nida Naeem is a postgraduate student at the Department of Urban and Regional Planning, National University of Sciences and Technology (NUST), Islamabad, Pakistan. She is working in real estate for the past three years. Her research interests include digital real estate, sustainable urban development, and urban informatics.

Irfan Ahmad Rana

Irfan Ahmad Rana is a professional urban planner and is currently working as an Assistant Professor and Head of the Department of Urban and Regional Planning, National University of Sciences and Technology (NUST), Islamabad, Pakistan. Currently, he is also working Research Faculty Member at the University of Nevada, Reno, United States. He has over ten years professional and academic experience in urban planning. His research interests include sustainable urban and regional development, disaster risk reduction, and climate change adaptation.