Apartment Buying Intention Analysis

I conducted end-to-end market research to identify what drives apartment purchases in a growing city. Applying the Theory of Planned Behavior, I designed a survey, collected data from 131 potential buyers, and performed advanced statistical analysis using SPSS.

The analysis included Factor Analysis and Chi-Square tests to uncover the key psychological and economic factors influencing decisions. The result was a clear, data-driven model highlighting five key drivers like financial accessibility, online reviews, and construction quality.

This model provides real estate developers with actionable insights to refine marketing, improve customer targeting, and make data-backed strategic decisions.