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                       Hasniyati Hamzah, Yasmin Mohd Adnan and Abdul Ghani Sarip

                                                             University of Malaya, Kuala Lumpur, Malaysia
                                                   Corresponding author: e-mail: hasniyati@um.edu.my

         Understanding the Idea of

  Lifestyle Housing from
 Developers’ Perspective

In the last two decades, Malaysian developers have ventured into lifestyle housing to
cater for the more sophisticated house buyers, compared to the more basic residences
from independence up until the 2000s. Lifestyle housing entails linking lifestyle
variables such as age, family type, family size, education, etc. with housing preferences
of house buyers. However, the expected and actual lifestyle housing product may not
correspond with each other. Hitherto, developers’ lifestyle ideas that were interpreted
into the end product remained unexplored. This paper addresses the lack of Malaysian
study on how the local developers framed and interpreted purchasers’ lifestyles by
drawing on a content analysis of marketing webpages of selected lifestyle housing
schemes located in the Klang Valley. With desktop research being the main approach, a
sample of 50 lifestyle housing schemes of top five developers were analysed involving
four main typologies of lifestyle housing namely Gated and Guarded Communities
(GACOs), Clubhouse Living, Green and Landscaped Residence and Lifestyles of Health

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