Classification of Common Area Preference Factors Affecting Subdivision Project Customers’ Willingness to Pay

Abstract

The objectives of this research were to analyze factors related to common areas that buyers are willing to pay for and proposing guidelines for driving project success. The research methodology comprised collection of data from 400 respondents, selected via purposive sampling, who were residents of housing estate projects in the Bangkok Metropolitan area, Thailand, with experience in using common areas. The researchers reviewed the literature and interviewed 10 experts regarding their preference factors for common areas in housing estate projects. Finally, 32 factors were screened in creation of the questionnaires. The acquired data were analyzed using descriptive statistics and factor analysis, as well as the Pareto Principle. The results found that the preference factors could be classified into five groups: (1) utilities, (2) quality of life, (3) identification, (4) relationships, and (5) working support. It was found that occupation and income were the most obvious demographic factors that affected the preferences of the respondents. In this regard, entrepreneurs and designers can use the results as guidelines when designing common areas in housing estate projects to add value to their projects. Furthermore, people can use the results as the basis for buying decisions.