HOUSING PREFERENCES OF FULL NEST 1 LIFECYCLE STAGE CUSTOMERS IN RESPONSE TO THE PANDEMIC

Abstract

The purpose of this study is to define customer preferences for housing, especially customers who belong to the Full Nest 1 group in a family’s life cycle. The subject examined in this study is focused on interior design and architecture industry in Surabaya, East Java. The application of new regulations as a response to the pandemic; often dubbed ‘New Normal,’ several changes are to be made regarding client interaction and project management. This study uses a quantitative approach, in which changes in customer preferences are obtained through interviews with customers, prospective customers, experts, as well as marketing and development teams in order to narrow down factors that are considered a priority in this tipping point. Result shown that type and design of house, security, distance to shopping districts and maximum loans are the top housing preference for full nest 1 lifecycle stage customer in response to the pandemic.