Priority of structural housing attribute preferences: identifying customer perception

Purpose – The purpose of this paper is to unveil how Johor Bahru resident’s conceptions are affected by various structural housing attributes. The determination of an appropriate combination of housing preferences requires a great deal of involvement to balance a complex interplay of factors. This is attributable to this fact that housing preferences involve multiple-criteria decision-making, as each element has its own perceived relative importance. Accordingly, this study examines the resident housing preferences of Johor Bahru located in southern Malaysia with specific emphasis on the priority of structural attributes of housing preferences. Design/methodology/approach – Using data collected through the theoretical and conceptual framework of non-structural fuzzy decision support system (NSFDSS) applied to facilitate the priority setting process. Findings – Priority lists of preferences for structural housing attributes showing the contribution of each factor within their respective level and not the contribution of that factor toward the overall housing preferences were established. Practical implications – By providing primary information about how potential buyers of a new house prioritize the different elements of a house design, the obtained results can make a useful contribution to the knowledge of individuals engaged in the housing development industry. Originality/value – While in examining consumers’ housing choice and preferences, most studies use the hedonic price framework studying the issue from several aspects, this is first study dedicated to establish a priority of housing attribute using NSFDSS.