Exploring needs, choices, and preferences of homebuyers in Islamabad, Pakistan

Given the multitude of factors to consider, selecting a home to buy or rent is a significant decision, and consumer behaviour plays a crucial role in this process. This study aims to shed light on consumer needs, choices, and preferences that influence the decision-making of homebuyers in Islamabad, Pakistan. To achieve this objective, a questionnaire was designed that incorporated factors extracted from existing literature on household needs, neighbourhood characteristics, consumer engagement and marketing factors, and investment determinants. Data was collected from 450 households in selected housing schemes in Islamabad, Pakistan, using a random sampling technique. Descriptive analysis, Kendell’s W, and chi-square tests to understand needs, choices, and preferences. Analysis revealed that water availability and a proper drainage system were critical factors consumers consider when purchasing a property, followed by the proximity to public transport, workplaces, shopping centres, and airports. The results indicate that billboard marketing significantly impacted people’s decision to purchase a particular property, followed by social media, the brand reputation of the developer/builder, marketing through television channels, and newspaper advertisements. Regarding investment determinants, affordability was the most critical factor that consumers considered when making a purchasing decision.