Determining the matters that customers consider when purchasing housing by conjoint analysis: The example of Bolu

The housing sector is influenced by various crucial factors affecting housing demand, including population growth rate, urbanization rate, migration patterns, income level increases, changes in family structure, transition to modern structures, and features as an alternative investment instrument. Conversely, the key factors influencing housing supply include demand increases, developments in technology, and credit factors; the housing sector holds a significant position in the economy, banking, employment, and expenditures. The purpose of this research is to determine and examine the expectations of customers making housing preferences using the conjoint analysis method. In this study, conjoint analysis, commonly used in research related to the existing market, was employed to identify housing preferences in Bolu. Choice cards created for the study were applied to 415 participants. Participants were asked to rate their preferred options on a scale of 1 to 10 and to rank their preferences from most preferred to least preferred, utilizing the full-profile method. This study was conducted to identify the demographic factors and customer desires and needs influencing individuals' housing choices. The introduction of the study provides an overview of the research's significance, scope, and purpose. The first section of the study discusses housing and the housing sector, while the second section provides information about the conjoint method. The third section of the study explains the findings obtained from the analysis conducted with the conjoint method. The concluding part of the study interprets the results. According to the results obtained from the research, it is determined that socio-economic and demographic factors such as age, income level, marital status, and the number of children influence individuals' housing preferences. In addition to these results, it is concluded that individuals prefer housing options that are of high quality, safe, practical, and close to public transportation and the city center.