Hierarquização dos atributos relevantes segundo as necessidades e preferências de compradores potenciais de imóveis residenciais verticais

Abstract

Currently, the literature contains many queries related to the identification of values attributes in the selection of the housing process. But an increase in relation to the hierarchy of these attributes is necessary, according to the degree of importance attached by the consumer as possible. And the combination of these attributes found with real estate offered in the market, can guide organizations to a more suitable product development to customer needs. Within this context, the present study sought to rank the attributes considered important in the purchase decision process of vertical residential property by potential buyers. Thus, interviews were conducted with 382 potential buyers of apartments in Fortaleza (CE), in order to prioritize the architectural attributes they most valued. Then, the sample was divided by bands distinguished from the value provided by the customer to purchase the property. Those same tracks were used to also target real estate on offer in the real estate market. Subsequently, in order to provide adequate information to support decision making in the product development process, a comparative study of the attributes found in the collection and offered by developments in the market was made. The results are considered positive for the ranking of the attributes and in relation to the intersections of information on supply and demand, which indicated no difference between the two, even if the timing is greater. In short, it is concluded that there are important points to be evaluated in the projects by developers and builders, for example, neighborhoods chosen and attributes related to the property's standard and equipment.