Aim: This study aims to determine the most effective factors on housing purchase decisions of 414 middle income consumers who have lived in Fatih District between 10 September 2017 and 10 March 2018 and planned to buy a house, and which types of housing are most appropriate for them Method: 16 selection cards were created using an orthogonal experimental design method with conjoint analysis. The selection cards were distributed to consumers and then the consumers were asked to rank the cards according to the housing properties they plan to buy. Results: The conjoint analysis revealed that the most important variable in housing preferences was house price (35.99%), followed by housing location (26.96%) and methods of housing payment (23.47%). In addition, the most preferred housing type was determined to be the house with one bedroom and one living room (1+1), is used for residential purposes, is also close to work place and transportation networks, and can be financed with a housing loan of 250 to 400 thousand TRY. Conclusion: The housing preferences were found to be associated with consumer demographic characteristics and socio-economic status. On the other hand, one of the factors affecting housing preferences is due to security concerns and there is a direct connection between housing location in housing preferences. Moreover, the housing policies, which are the phenomenon of the income, implemented in our country from past to the present day and this situation makes it more difficult in meeting the housing needs of different income groups.
Keywords: Housing Demand, Consumer Housing Preferences, Fatih District, Conjoint Analysis