The Potential for Consumer Segmentation in the Finnish Housing Market

Gibler, Karen M.; Tyvimaa, Tanja

doi:10.1111/joca.12037

Cited by 29 publications

(27 citation statements)

References 21 publications

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“…For example, the results indicated that a substantial number of Tampere inhabitants, especially those classified as Tribe 2 (Semi-urbanist) and Tribe 3 (Nature lovers), live in areas not matching their stated residential preferences. This mismatch between stated and revealed preferences accords with previous research, which identified the potential mismatch between the existing relatively homogeneous housing stock in Finland and increasingly heterogeneous consumer preferences [47]. The Finnish housing sector is strained by socioeconomic changes and rising expectations from customers for more customised housing to satisfy their preferences [47].…”

Section: Discussionsupporting

confidence: 76%

Beyond Housing Preferences: Urban Structure and Actualisation of Residential Area Preferences

2019

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The concept of residential housing preferences has been studied across multiple disciplines, with extensive literature supporting both stated and revealed preference methods. This study argues that both preference types, stated and revealed, should be assessed concurrently to achieve a more comprehensive understanding of residential housing choices. To provide evidence, this research used findings from a public participation GIS survey that identified the stated housing preferences associated with three categories of urban residents, which were called urban “tribes”. We implemented an analytical framework using fuzzy modelling to relate stated preferences with revealed preferences for the same individuals using empirical data describing the urban structure in Tampere, Finland. Following an analysis of the relationships between residents’ revealed preferences and urban structural variables, we examined the consistency of stated housing preferences with revealed preferences. The results show considerable mismatch between the stated and revealed preferences for the urban tribes that were examined i.e., the preferred housing environment was significantly different from the actual living environment. Further, the stated preferences showed disequilibrium within the current structure of the housing supply in Tampere. The findings can have important implications for housing policy making in Tampere. Further, the use of a novel fuzzy model approach demonstrated a flexible and tolerant method for working with imprecise and variable social data to capture subtle differences. Finally, this study elaborately discusses the remaining limitations and suggests how they should be addressed in future research.

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Section: Discussionsupporting

confidence: 76%

Beyond Housing Preferences: Urban Structure and Actualisation of Residential Area Preferences

2019

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“…Both groups express similar levels of dissatisfaction with storage. To ensure sufficient observations across levels of the room satisfaction variables, very unsatisfied and fairly unsatisfied responses are combined into one category of "unsatisfied", resulting in three levels of responses used in the analysis [1].…”

mentioning

confidence: 99%

The relationship between the determinants of rental housing satisfaction and considering moving in Finland

Gibler

Tyvimaa²,

Kananen³

2014

Property Management

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Purpose – The purpose of this paper is to discuss the relation between dissatisfaction with housing conditions and considering moving among residents of Finnish rental multifamily buildings. The paper examines physical attributes, socioeconomic factors, and subjective opinions related to housing conditions and satisfaction with housing. Design/methodology/approach – Logistic regression analysis is used to examine survey data to analyse which factors contribute to dissatisfaction with the housing unit and the apartment building and whether dissatisfaction is related to consideration of moving. Findings – The findings indicate that dissatisfaction with the building and individual housing unit are associated with greater probability of considering moving. Satisfaction with kitchen, living room, storage, and building age are the most important indicators of satisfaction with the housing unit, and satisfaction with living room, bathroom, storage, and building age are associated with satisfaction with the apartment building. These are the areas in which landlords could invest in renovations to increase satisfaction in an attempt to reduce turnover. Research limitations/implications – The study is conducted with Finnish data only. The sample is not a representative sample of the Finnish population. A longitudinal study would be needed to determine whether dissatisfied residents indending to move actually change residence. Originality/value – This study is the first of its kind in the Finnish housing market. It tests a general model that has been suggested to be customized to local conditions. In addition, much of the research on this topic is more than 20 years old. Examination of the model under current housing and socioeconomic conditions is necessary to determine if relationships have changed over time.

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“…Processing of concrete parameters of wood-based houses users' characteristics that can be utilised for marketing enables a more eff ective recognition, addressing, and recruitment of the customers and the consequent users of these buildings. In contrast to the works by Gold, Rubik (2009) ;Gibler, Tyvimaa (2014); NAHB Research Center -National Association of Home Builders (2010) and Horsky, Varsno (2013) it is exactly the age, education, sex, type of ownership, sector and line of employment, type and size of municipality of the previous housing that form the recommended decisive parameters of the characteristics of the users for marketing of wooden constructions. The practical benefi t of this work for construction companies rests mainly in the possibility of starting to work themselves with the set segmentation of the market, addressing the potential customers of wooden constructions.…”

Section: Resultsmentioning

confidence: 94%

“…The result of the survey was four basic groups of customers distinguished by their houses' life cycle, requirements for recreational activities, and fi nancial situation. For more details see Gibler, Tyvimaa (2014).…”

Section: Discussionmentioning

confidence: 99%

“…Comparison according to the methodological approaches applied: The study published in Germany (Gold, Rubik, 2009) employs a user typology as per mere opinions and attitudes of persons towards the above topics; on the other hand a questionnaire survey in Finland (Gibler, Tyvimaa, 2014) was targeted at forming groups of customers with similar housing demands; a survey in the Unites States of America (NAHB Research Center -National Association of Home Builders, 2010) examined availability of wood-based buildings according to income levels, and an article (Horsky, Varsno, 2013) determined the willingness of the inhabitants in Israel to pay more money for this type of construction than for a brick house. All of these are the thematically closest works in terms of methodology and objective setting that were published up to now.…”

Section: Discussionmentioning

confidence: 99%

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The Assessment of the Character Profile of Wood-based House Users in the Czech Republic

Lenoch¹,

Hlaváčková²

2015

Acta Univ. Agric. Silvic. Mendelianae Brun.

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In the years 2012-2014 the authors carried out an extensive marketing research among users of wood-based buildings in the Czech Republic. The questionnaire survey had 1,000 respondentsCzech households using a wood-based house. The survey was conducted separately in each region of the Czech Republic (40-100 questionnaires per region). The results were evaluated separately for each region and for the Czech Republic as a whole. Questionnaires consisted of four thematic groups of questions. This paper deals with processing and evaluation of results of the fi rst group of questions. This group addresses characteristics of people using wood-based family houses. The results are evaluated for individual regions and for the whole Czech Republic. The evaluation covers seven characteristics of adults using the surveyed buildings: age of users, type of the buildings' ownership, educational attainment, sector of employment, profession, type of previous housing, and the size of municipality of the previous housing. The aim of the paper is to create profi le of a "common user" of wood-based buildings. The results of the marketing research can be used to enhance competitiveness of companies in the woodworking and construction sector.

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The Potential for Consumer Segmentation in the Finnish Housing Market

Cited by 29 publications

References 21 publications

Beyond Housing Preferences: Urban Structure and Actualisation of Residential Area Preferences

Beyond Housing Preferences: Urban Structure and Actualisation of Residential Area Preferences

The relationship between the determinants of rental housing satisfaction and considering moving in Finland

The Assessment of the Character Profile of Wood-based House Users in the Czech Republic

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