Modelo de análise conjunta aplicado ao mercado imobiliário
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Data
2010-01-25
Autores
Palhares, Luís Fernando Selmo [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Os condomínios residenciais horizontais desperatam grande interesse no mercado imobiliário e o correto planejamento de produto a ser lançado é preponderante para o sucesso do empreendimento. Visando o estudo da estrutura de preferência de compra do consumidor de imóvel residencial, foram determinados seis atributos relevantes para o estudo: área da unidade, tipologia (isolado ou geminado), equipamentos de lazer, localização, preço e área verde, obtendo-se a importância relativa desses atributos (fatores), definidos com base em discussões com especialistas do setor imobiliário e operadores do mercado. O trabalho utilizou a técnica estatística da análise conjunta para estimular a função utilidade desses fatores. Para tanto foi pesquisada uma amostra não aleatória composta de 27 profissionais especialistas da área imobiliária da cidade de Bauru, os quais ordenaram 19 perfis completos compostos por níveis de cada fator e elaborados por meio de delineamento fatorial fracionário. Conclui-se que as principais variáveis (fatores) da função de utilidade, como medida de preferência do consumidor, na aquisição da unidade habitacional, são: área da unidade com 51,85% de importância e o preço do imóvel, com 20,30% de importância. Verifica-se ainda que quanto ao fator tipologia, no qual está sendo medida a preferência por unidades isoladas ou geminadas, conforme o pressuposto inicial, hpa rejeição do mercado à unidades geminadas, porém os resultados levam a conclusão que no conjunto das variáveis medidas, este atributo não tem grande relevância, apresentando 9,89% de importância relativa. A existência de ampla área verde, com bosque e trilha para caminhada, ao contrário do pressuposto inicial, demonstrou pequena relevância na preferência do consumidor.
The horizontal residential condominiuns arouse big interest in the real estate market and the correct product's planning to be launched is predominant for the enterprise's success. Aspiring the study consumer's purchase preference structure of residential property, it was determined six relevant atributes for the study: unity area, typology (isolate or geminate), leisure's equipments, localization, price and green area, achiving the relative importance of these attributes (factors), defined based on discussions with real estate sector's expersts and market's operators. The paper utilized the statistical technique of conjoint analysis to estimate the utility function of these attributes. It was inquired a non-aleatory sample composed of 27 real estate sector's professional experts from the city of Bauru, which ordered (disposed) 19 complete profiles composed by levels from each factor and elaborated through fractional factorial delineation. It is concluded that the main variables (factors) from the utility function, as a measure of consumer's preference, at the act of acquiring the habitacional unity, are: unity area with 51,85% of importance and the property price, with 20,20% of importance. It can be still verified that for the typology factor, in which it's measured the preference for isolate or geminate unities, the initial purpose, there is a market's rejection to the geminate unities, however the results conclude that in the measured variables group, tis attribute doesn't have a big relevance, introducing a relative importance of 9,89%. The existence of a wide green area, with forest and walk footpath, in despite of the initial purpose, has demonstrated a small relevance on the consumer's preference.
The horizontal residential condominiuns arouse big interest in the real estate market and the correct product's planning to be launched is predominant for the enterprise's success. Aspiring the study consumer's purchase preference structure of residential property, it was determined six relevant atributes for the study: unity area, typology (isolate or geminate), leisure's equipments, localization, price and green area, achiving the relative importance of these attributes (factors), defined based on discussions with real estate sector's expersts and market's operators. The paper utilized the statistical technique of conjoint analysis to estimate the utility function of these attributes. It was inquired a non-aleatory sample composed of 27 real estate sector's professional experts from the city of Bauru, which ordered (disposed) 19 complete profiles composed by levels from each factor and elaborated through fractional factorial delineation. It is concluded that the main variables (factors) from the utility function, as a measure of consumer's preference, at the act of acquiring the habitacional unity, are: unity area with 51,85% of importance and the property price, with 20,20% of importance. It can be still verified that for the typology factor, in which it's measured the preference for isolate or geminate unities, the initial purpose, there is a market's rejection to the geminate unities, however the results conclude that in the measured variables group, tis attribute doesn't have a big relevance, introducing a relative importance of 9,89%. The existence of a wide green area, with forest and walk footpath, in despite of the initial purpose, has demonstrated a small relevance on the consumer's preference.
Descrição
Palavras-chave
Mercado imobiliario, Processo decisorio, Análise conjunta, Condomínio residencial, Real estate market, Residential condominium, Making-decision, Conjoint analysis
Como citar
PALHARES, Luís Fernando Selmo. Modelo de análise conjunta aplicado ao mercado imobiliário. 2010. 147 f. Dissertação (mestrado) - Universidade Estadual Paulista, Faculdade de Ciências, 2010.