An investigation into the existence of a relationship between the age stage demographic and preferences in residential dwelling
Date
2013-04
Authors
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Abstract
This paper investigates the existence of a relationship between the age stage
demographic of individuals and their preferences in residential dwelling type.
From general observation, it
was
noticed that
,
most real estate developers
segment their market bas
ed on the income level demographic. However, this
demographic factor does not cater for individuals who do not receive regular
income such as retirees and other unemployed individuals.
This study therefore examine
d
the G
hanaian society and investigated
wh
ether or not the preferences of individuals are triggered by their age
stages and how this information could be used by real estate developers as
an additional tool in segmenting their target markets.
For the purpose of this research data was gathered fro
m both primary and
secondary sources. Primary data was gathered from householders within the
Adenta municipality in Accra through the use of questionnaires with closed
-
ended questions. Secondary data was also gathered from existing literature
on the subjec
t matter
. The primary data was then analyzed quantitatively,
and inferences were made
.
The researcher concluded
that, there is a relationship between the age stage
of a householder and their preferred residential dwelling type. As part of the
recommendatio
ns, the different characteristics of dwelling types that
motivated the demand from individuals from different age stages were
discussed and these would inform developers
as to
what elements attract
buyer
interest
from a specific age stage and why they do.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2013
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Keywords
Ghana, Adenta, housing, preference