PRODUCT STRATEGY : TASTES AND PREFERENCES OF CONDOMINIUM HOME BUYERS

Abstract

With increasing affluence among Singaporeans, more and better housing will be demanded. The Concept Plan, released in September 1991, reveals the changes in housing mix. Especially significiant is the decrease in public housing from the present level of 83% to 70% in Year X - when Singapore population reaches 4 million. With the decrease in public housing stock, an excellent opportunities is now opened for developers to serve in the private housing market. In view of these opportunities, it is pertinent for developers to understand basic consumer demand so as to better formulate product strategy. Accessibility to work place was found to be the most important factor in the selection of condominium housing. This dissertation is an attempt to determine the consumers' tastes and preferences in the condominium market.