Page 9 - Surveyor 52.2 WEB

Understanding the Idea of Lifestyle Housing from Developers’ Perspective
Vol.52 No.2 2017

and Sustainability (LOHAS). The content analysis of the marketing webpages focused
on determining the lifestyle typology, marketing keywords and facilities and features
offered. Results showed that most of the schemes comprised LOHAS at more than one
third of the sample, the top three marketing keywords being “Security”, “Community” and
“Green” and facilities and features most provided being swimming pool, green features and
landscape, sauna, steam room and jacuzzi, gym and yoga room and safety features.
It can be concluded developers’ products mainly fulfilled the lifestyle expectations of
house buyers, with a tendency of offering more holistic lifestyle housing products.

Keywords: Lifestyle housing, typologies, marketing

1.0 Introduction of need, which is self-actualisation and establish branding. Lifestyle
whereby a person is seen to finally housing in this country is currently
The role of lifestyle as a achieve her/his fullest potential. represented by luxury or high end
determinant of housing In sum, housing preferences will residential schemes that incorporate
choice has long been correspond to the level of needs, unique selling points on lifestyle
the subject of interest as reflected in lifestyle housing living and key living facilities and
in housing research. typologies. features within the completed
Such studies have development.
shown the link between lifestyle In a rapidly developing economy,
variables such as age, family type, housing provision in Malaysia has Four main categories of lifestyle
family size, education level, etc. and experienced significant evolution housing relevant to this study are
residential preferences. from the 1990s. Changes in socio- Gated and Guarded Communities
economic factors such as income (GACOs), Clubhouse Living, Green
In turn, the match between and education levels, household and Landscaped Residence
residential lifestyle and residential characteristics and social status and Lifestyles of Health and
preferences has been said to have influenced purchasers’ housing Sustainability (LOHAS). However,
increase housing satisfaction. Most preferences, especially in the major these typologies were developed
of these studies were framed either cities such as Kuala Lumpur, Petaling based on “perceived mainstream
explicitly or implicitly by Abraham Jaya, Shah Alam and Seremban. needs and stereotypical lifestyle
Maslow’s Hierarchy of Needs as the ideas” of developers that have
basic premise. According to Maslow, The local demand for housing is remained unexamined in terms
man is motivated by five needs that huge, in a market characterised of their faithfulness to the true
are organised in ascending order i.e. by an increasing number of the definition. As such, it is not known
physiology, safety, love, esteem, and middle-class that exert a substantial if lifestyle housing has been
self-actualisation. purchasing power characterised marketed correctly, or if each
by conspicuous consumption. typology provides the appropriate
As mentioned, man with any These socio-economic changes facilities and features as per
subordinate need sated will move among house purchasers have led buyers’ expectations.
on to the higher order needs, and so to lifestyle housing becoming a key
will his housing motivations. Thus, a niche market segment for property This study examines the selling
man who has secured physiological developers. points and facilities and features of
needs from his dwelling will seek to lifestyle housing in Malaysia based
have the next housing need satisfied, The Malaysian housing industry on developers’ lifestyle ideas. The
i.e. residential safety. has undergone a transformation main research strategy is desk
in recent years, with developers research that adopted a content
The pattern will repeat until the increasingly offering lifestyle- analysis of the marketing webpage
occupant attains the highest level based products to attract buyers of lifestyle housing developments

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