Analysis of Preference Factors of Potential Consumers in Container Housing

Abstract

In recent real estate, modular architecture, which is shift away from expensive buildings, has been used in various ways as an alternative function to existing rigid real estate, and in particular, architecture using similar containers is attracting attention as a new spatial function. In this study, in terms of the utilization of new flexible spaces, the spatial components should be considered by people who have actual demand standpoint in applying residential architecture using containers to the actual situation in Korea were analyzed in various visual aspects. In order to derive variables through previous studies and expert opinions and verify demand as an alternative living space, in-depth interviews were conducted with homeowners and consumers with purchasing power, and additionally, In order to collect a wide range of opinions, factor analysis was conducted through a questionnaire survey in the Seoul metropolitan area who are willing to purchase from 20s to 40s. As a result of the in-depth interview, it was found that the preference for individual location and group location, including infrastructure accessibility, coexisted, and safety and privacy protection were also of interest, and property value formation and profitability were considered factors. According to the survey results, four factors were converged: “Settlement environment factors”,“Development condition factors”,“business strategy factor”, and “Material Utilization Factor”. Among them, “Material Utilization Factor” was not a factor to be considered by in-depth interviewees. This is a result that the age group of the survey is distributed in various ways and the opinions of the younger generation are widely reflected, and it will be worthy of reference in various marketing strategies in terms of dissemination and activation as a future product.