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- Czech housing market is in its expansion period, demand for new
dwellings is growing. In 2003, the highest number of started new
apartments since 1990 has been recorded (36,5 thousand). Czechs
concluded 31,5 ths. of mortgages in value of 36,2 bn CZK. In case of
construction saving programme, 2,1 mil. of contacts were concluded.
Building societies provided more than 155 ths. new loans, in total value
of 32,8 bn CZK.
- A dominating proportion of the new development activities has been
concentrated to Prague and its vicinity. Just this region has become the
target area for the survey presented.
- Most market players monitor carefully competitive projects coming to the
market, however what is often missing is an objective and unbiased
information about actual patterns of the demand side of the market. Consumer
research is quite essential for getting involved into real preferences
of potential clients.
- INCOMA Research (dealing with real estate research a.o.) has conducted
several bigger residential surveys for various clients recently.
- Regarding the growing demand for information relevant for residential
developments, INCOMA has decided to carry out an extensive
representative research (as a non-exclusive multi-client project): RESIDENTIAL POTENTIAL IN PRAGUE/POTENCIÁL
PRAŽSKÉHO REZIDENČNÍHO TRHU 2004
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- The objective of the research was to analyse preferences of the target
group of people who are decided or planning to move within the horizont
of 2 years or those who have already moved during last year.
- Fieldwork: January 26th – February 14th 2004.
- Method: CATI (Computer Aided Telephone Interviews) conducted by
specially trained interviewer team of our sister company GfK, people
specially trained for telephone research – this method was successfully
experienced as the most fitting one to the topic investigated; special
research software has been used for data processing
- Researched area: Prague and the neighbouring districts (Prague- východ,
Prague– západ).
- For the highest validity of results, full interviews we realised only
with people who belong to the relevant target group (already moved or
planning moving within next two years). Because of low share of target
sample in population, it was necessary to contact 13 758 respondents in
total to obtain 500 completely filled-in questionnaires.
- The CATI studio was provided by the company GfK Praha. Both INCOMA and
GfK Praha are members of the professional associations E.S.O.M.A.R.
(European Society for Opinion and Marketing Research) and SIMAR
(corresponding Czech association) and keep their methodical and ethical
standards required.
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3
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- Methodology and objectives of the research
- Main findings
- Structure of target sample
- 4. Reasons to move
- 5. Factors influencing the choice
of the place of residence
- 6. Preferences of people
intending to move in an apartment (type, area, number of rooms, required
features, price, etc.)
- 7. Preferences of people
intending to move in a family house (type, house area, plot area, number
of rooms, required features, price of the house, price of the plot, way
of construction, etc.)
- 8. People who moved during last
year
- 9. Comparison: people intending
to move x people who moved
- 10. Preferred locations
- 11. Information sources
- 12. Way of financing
- Enclosures (detailed results
structured by Age, Education, Income, Recent place of residence, Recent
type of housing, The type of dwelling required)
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5
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6
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8
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Notes