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Real Estate market in Portugal: student accommodation field lab - preferences of consumers
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Orientador(es)
Resumo(s)
This research addresses the student housing market in Lisbon, marked by growing demand and
insufficient, suitable supply. The study aims to create a market-oriented offer to meet changing
needs. Using the method of a brand-specific conjoint analysis, which included the brands
Uniplaces, Idealista, Airbnb, JLL and Milestone, different student preferences for housing
features were identified. The results lead to a detailed marketing plan for a new company to
enter the market and fill the gap between supply and demand in a data- and customer-oriented
way.
Descrição
Palavras-chave
Student housing Lisbon Preferences of accommodation features Conjoint analysis Marketing plan