Real estate or property as it is also known, is one of the key driving forces of the global economy and
owning real estate, gives a sense of security and belonging to homeowners. The objectives of this
research were to determine the preferences of certain housing features or attributes among middleincome
consumers in Potchefstroom, South Africa. The research also aimed to determine if there is a
relationship between the preferences, the socio-demographic and the socio-economic characteristics of
the respondents.
A quantitative research approach was followed by way of a structured self-administered questionnaire.
A sample of 107 middle-income respondents took part in the research. The results of the research show
that the respondents preferred housing related attributes above neighbourhood and location- related
attributes. From a list of 26 attributes researched, the quality of the kitchen was the most important
attribute for middle-income consumers when it came to buying property. After the data was analysed the
26 attributes were grouped into four groups of preferred attributes. The attributes that the respondents
valued the most was the quality of the interior of the property, for example, the quality of the kitchen,
the number of bedrooms, and/or the number of bathrooms. This was followed by locational factors like
distance from work, school or shops. The exterior of the property, for example, the size of the stand, the
garden or outside buildings was third, and the respondents valued the “luxury items” for example
swimming pools, the least.
The results of the research also show that there is a relationship between the housing preferences and the
socio-demographic and socio-economic characteristics of the respondents. The results of the research
can assist property developers, estate agents, city council, government institutions and any other
stakeholder in the property or real estate environment, to gather valuable information for future
development or planning.