Designing a Luxury Housing Marketing Model from the Consumer’s Perspective
Keywords:
consumer perspective, luxury housing, Marketing modelAbstract
This study aimed to identify and analyze the key components of luxury housing marketing from the consumer’s perspective and to develop a comprehensive model in this context. The research was applied in nature and descriptive-analytical in design. A qualitative method with a descriptive-analytical approach was used. Initially, through library studies, the main concepts and dimensions of luxury housing marketing were explored. In the qualitative phase, in-depth interviews were conducted with consumers to extract key themes. From 221 initial codes, 34 final codes were identified and classified under 11 main factors. The results revealed 11 key factors influencing luxury housing marketing, including technical, physical, building-related, aesthetic, marketing, environmental, facility, service, economic, locational, and cultural factors. Several of these factors are critical even before the construction stage, particularly during project development, and significantly impact marketing success. The findings also showed that private banks, as major market actors, contribute to speculation by restricting housing supply and investing heavily in land and property, thereby driving price escalation. The findings highlight that luxury housing marketing is a multidimensional process. Beyond technical and structural elements, cultural, economic, and environmental factors play a significant role. Ignoring these dimensions may result in the failure of luxury housing projects in competitive markets. The study offers a comprehensive marketing model from the consumer’s perspective, serving as a practical guide for real estate managers and marketers.
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