Did I Make the Right Decision? Attributes that Influence People Choice of City of Residence Using Conjoint Analysis as Marketing Optimization Tool

This paper aims to measure individual preference for various attributes that affect long-term choice of city of residence using Conjoint analysis. A questionnaire was formulated in order to measure consumer perception of the importance of various attributes such as quality of education, distance from work, average price of the property, and proximity to family. Each attribute is composed of 2 categorical levels: High and Low. The research findings based on this methodology highlight both ranked effectiveness of individual and combinatorial attributes on the selection process. This paper addresses a new outlook for optimal selection of real estate (rent or buy) based on integration of personal profile information as construed from attribute valuation. It is argued that outcomes of this research can be usefully leveraged by real estate professionals.u0000