Document Type : Research Paper
Authors
1 Department of Urban Development, Yazd University
2 PhD student, Department of Urban Planning, Faculty of Art and Architecture, Yazd University, Yazd, Iran.
Abstract
Despite the existence of research regarding the nature of consumer behavior towards luxury goods, there has been limited specific research on the reasons for purchasing and the inclination to reside in luxury housing in Iran. Therefore, the present study aims to explain the factors influencing the willingness to purchase and reside in luxury housing from the perspective of users, including residents, investors, and real estate agents, in the Ghodsi Western and Eastern neighborhoods of Shiraz, which are considered residential areas for affluent and distinguished individuals. The research method is descriptive and causal, and the data were analyzed using maxqda software. Based on the findings, ten main categories and fifty-two sub-factors affecting the purchase and residence in luxury housing were identified, which include structural factors, social factors, economic factors, cultural factors, environmental factors, the superior and distinct values of luxury housing compared to conventional housing, consumer attitudes toward this type of housing, buyers’ motivations for using it, the intent to experience luxury housing consumption, and finally, awareness methods related to purchasing luxury housing, listed from the most to the least important factors in the Eastern and Western Ghodsi neighborhoods of Shiraz. Furthermore, based on the frequency distribution of elements influencing the definition of luxury housing, a definition of this type of housing has been provided.
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