Structuring information on residential building: a model of preference Available to Purchase

The purpose of this paper is to describe the methodological problems involved in planning and designing housing programmes and to discuss the cognitive structure and context of residential housing through a comprehensive questionnaire that examined various aspects of the housing environment. In the last two decades, Jordan has established several housing programmes consisting of multistory buildings for the limited income group. Such new programmes yield conflicts and face cultural constraints that need to be understood and resolved. Based on 400 mailed survey questionnaires, the major focus of the study has been the determination of the needs and preferences of the clients in housing and suggesting responses that are empathetic and consistent with their lifestyles, values and family patterns. The key to establishing a successful housing sector appears to be the ability of developers to adequately identify these issues. Several factors of cognitive structure were attained: space and the high cost of housing are the key considerations from a client's point of view; the interior design of buildings is below expectations; and outdoor space and materials used for the exterior are also important factors in determining a preference for some housing features. Other factors such as exterior appearance, functionality, kitchen size, type of community and neighbourhood, housing proximity to community facilities, and heating systems must also receive adequate consideration. Another important implication is that individuals within the same income and educational level may not necessarily share the same assumptions with regard to their needs and aspirations. Therefore, a clearly defined strategy will help designers and managers in a young expanding sector to establish various and high quality housing programmes; hence, the better the image, the more able it is to attract customers. The findings identify some of the barriers that could limit the acceptance of new housing features, and offer insights into how such features could be effectively explained and linked to the wants and needs of clients. Therefore, programme managers and developers must understand the sources of competitive advantage in the housing sector; this can make the difference in gaining and retaining customers. The customer's perception is a complex construct, and there are significant interrelations between housing design and human behaviour of which we are almost completely ignorant.