Factors affecting consumers' preferences of housing and housing market sections: The case of Bursa

In order to be able to determine consumer preferences in the housing sector, it is very important for the housing producers and the housing market to determine the factors that affect the consumer decisions correctly and to carry out the marketing activities within this framework. The fact that housing producers can determine the target audience while creating their new projects and produce houses suitable for this target audience depends on the correct determination of consumer preferences. In this context, the aim of the study is to examine the residences of the consumers living in Bursa, to reveal the factors that may be effective in the housing demands that may arise in the future, and thus to determine the wishes and needs of the consumers. In addition, the demographic and socio-economic characteristics of the households were tried to be revealed. For this purpose, the study consists of four parts. In the first part, the concept of housing is introduced, in the second part the concepts of consumer and consumer behavior are discussed, in the third part, the concept of housing, housing marketing and market segmentation in housing marketing are discussed. In the last part of the study, empirical findings are presented. A questionnaire form was prepared for the study and this questionnaire was applied to 1897 people within the borders of Bursa province. In the study, the relations between the variables were examined and the hypotheses were tested. In the next part of the study, factor analysis was applied by using the questions as a result of the applied questionnaire. These factors are discussed under the title of four factors as physical, social, economic and social status factors. The collected data were analyzed with statistical methods such as percentage and frequency tables, Chi-Square test, t test and one-way analysis of variance. SPSS statistical program was used in the analysis of the data. In the study, it was concluded that the physical and economic characteristics of the house for female consumers, the physical and social characteristics of the house for married consumers, and the status features of the house for single consumers. In the context of market segmentation in Bursa, when the results for the districts are considered, the results of the physical and status characteristics of the residence in the Osmangazi district, the status and social characteristics of the residence in the Yıldırım district, the physical and economic characteristics of the residence in the Nilüfer district, and finally the physical and status characteristics of the residence in the out-of-center districts. emerges. When the findings are examined in general, it is seen that the physical features of the house are in the first place, the status features are in the second place, the social features are in the third place, and finally the economic features are in the fourth place for consumers. This result shows that in the light of recent developments, the housing produced in Bursa Central Districts is similar in terms of properties. Keywords: Housing, Housing Marketing, Consumer Behavior, Housing Market Segmentation