Evaluation And Consumer Preference For Small And Medium-size Housing Unit Plans

The small and medium-size housing, as the mainstream housing units vigorously promoted by our country for a long term, has the huge market development space. Facing the situation that small and medium-size housing which will be constructed massively, the primary task for us is to identify the preference characteristics of all kinds of households, and to select optimal housing unit plans which can satisfy the needs of households from the large number of small and medium-size housing unit plans according to the specific households of the project, so to satisfy the diverse needs of target households. However, few studies focused on evaluation and consumer preference for housing unit plans, much studies focused on housing design. In order to research on the issue of evaluation and consumer preference for housing unit plans, firstly this paper selected and summarized a number of evaluation indices on housing unit plans, and then established evaluation indices system for small and medium-size housing unit plans. Based on this, we made an in-depth analysis of indices’connotation, and studied the interaction and dependencies of all indices, so to establish ANP model to evaluate small and medium-size housing unit plans. Finally this paper made quantitative description of all indices.Considering different types of households have different features on household attributes, and different household attributes will lead to differentiation of need for small and medium-size housing unit plans, which, therefore, will lead to diverse preferences for households, and more specifically, for evaluation indices of housing units. So evaluation for housing unit plan cannot be generalized, this paper argues that different types of households should be discussed respectively. This paper analyzed the needs of90-square-meter households in Hangzhou real estate market based on312questionnaires collected during November2012to January2013, in which household attributes (such as family size, generation, adult generation, household income, etc.) as well as the preferences of each family for the eight classic90square-meter housing unit plans were recorded. Based on questionnaires we can select three types of households (single family, family are looking for investment hedge against inflation and pension family) from312samples directly. We extracted three factors based on household attributes (generation-based relationship, young and spirit of struggling, education and wealth) for the rest of the241samples, divided90-square-meter households into five clusters. So90-square-meter household can be divided into eight clusters, namely eight types of households. This paper analyzed the household attribute features of eight types of households by using contingency table analysis of JMP based on the cluster analysis method. Furthermore, this paper analyzed preference features of eight types of households from the perspective of theory.This paper combined the household attribute features of each type of household and the preference features for housing unit plans which analyzed from the theoretical perspective. Through ANP (Analytic Network Process), the weight of each criterion and each sub criterion (for instance, criteria includes privacy, conveniences, etc. and sub criterion include the number of bedrooms, the master bedroom has a bathroom or not, orientation of the living room, etc.) are calculated. We finically provided the preference function of each type of households for housing unit plans. According to preference function for housing unit plans of various families and the quantitative results of evaluation indices, the housing units preferences on the eight classic housing units listed on this paper can be calculated. By comparing the different types of families’housing units preferences results calculated from ANP model with the obtained results from housing units’preference questionnaires, this paper examined the validity of the evaluation model. The results showed that the housing units’ evaluation model built in this paper fitted the preference characteristics of different households well.By using the network analytic hierarchy process (ANP), this paper summarized a method for evaluating housing unit plans. This method takes target household’s needs and preferences into full consideration. It can not only provide us with a method to evaluate housing unit plans, but also give guidance for housing units’designers to seek the optimal state on mutual coordination and balance between indices within a limited space. In this way, we can optimalize the indices which household concerned most on the premise of all indices in accordance with the construction standard. The method in this paper is not only applicable to evaluate90-square-meter housing unit plans, but it also has some reference value on the evaluation of other housing unit plans. It has a positive impact on the construction of general small-middle sized commodity housing units and affordable housing in China.