Lacklustre Demand of PR1MA’S Affordable Housing Scheme: A Multiple-Case Study

Chuo, Eunice Yiin Yiin (2019) Lacklustre Demand of PR1MA’S Affordable Housing Scheme: A Multiple-Case Study. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The recent hike in housing prices has caused the M40 Malaysian households failing to secure at least a housing unit for them. Hence, PR1MA scheme is being introduced in 2012 by the government to assist the needy families to solve the issue. However, even though there is demand for affordable houses in the country, PR1MA, as one of the affordable housing schemes has failed to perform its roles. The sales demand of PR1MA is relatively low and disappointing. Therefore, the purpose of this research is to investigate such reasons of low marketing sales in certain locations and determine the requirements of homebuyers in purchasing PR1MA units. Qualitative research method is being selected as the core research method in this study. The targets of this multiple-case-study are PR1MA @ Brickfields, Jubilee, Alam Damai and Bandar Bukit Mahkota, which are all located in Klang Valley. The research design component adopted is referring to the model proposed by Yin (1989). After conducting this research, it is known that the main reason that PR1MA fails is because it has failed to improve the purchasers’ confidence level in the projects due to the challenges that have yet to be solved. Besides, the top prioritised consideration of the purchasers in owning PR1MA housing units is the housing location and the second goes to the selling price. In this paper, the case study is conducted within Klang Valley, which causes the results of the findings to be less prominent. This is because the projects having obviously weak sales performances are seemed to be located at areas outside of Klang Valley. This paper is expected to establish the prioritised considerations of the PR1MA homebuyers in purchasing the units in order to prevent oversupply of houses in lower demand area and undersupply of houses in higher demand locations.