Consumer Motives toward Purchasing Decision of Apartments in Klang Valley

Lin, Wei Xin (2025) Consumer Motives toward Purchasing Decision of Apartments in Klang Valley. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the consumer motives driving apartment purchasing decisions in Klang Valley, focusing on the interplay between rational and emotional factors. The real estate market in Klang Valley is unique, with consumer behaviour influenced by both practical considerations (such as location, price, and developer reputation) and emotional drivers (such as emotional attachment and Fear of Missing Out - FOMO). Despite the growing importance of these motives globally, little empirical research has been conducted to understand their impact on the Malaysian real estate market. A quantitative research approach was employed, using a questionnaire survey distributed to 384 respondents who were either current apartment owners, prospective buyers, or had previous purchasing experience. Descriptive analysis, cross-tabulation, and the Relative Importance Index (RII) were used to analyse the data. The study revealed that while rational factors such as financial capability and locational convenience remain key drivers, emotional motives—particularly emotional attachment and FOMO—play a growing role, especially among younger buyers. These findings provide crucial insights for developers seeking to design more effective marketing strategies and for policymakers aiming to guide consumers toward more informed purchasing decisions. The study fills a research gap in understanding how consumer motives influence apartment buying decisions in Klang Valley, contributing valuable knowledge to the field of real estate consumer behaviour.