An investigation into the existence of a relationship between the age stage demographic and preferences in residential dwelling

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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.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2013
Ghana, Adenta, housing, preference