Abstract:
This study aims to provide a scientific insight into the consumers’ behavior in the
construction Industry in Sri Lanka. Consumer behavior in the construction industry presents
a veritable problem to be reckoned with, which has not yet been addressed scientifically. The
broader objective of the Study is to investigate the peoples’ preferences in constructing or
purchasing their houses as commodities, and how they use their house constructing or
purchasing in commodity form to demonstrate their social status, lifestyle and other social
and cultural values to the society. Further, it is expected, especially, to identity the
determinants of the consumer behavior, to rate them in terms of importance, and to identify
the relative importance of the determinants in different segments.
This research presents results from a dual study based on interviews with six leading
Architects and six Contractors who are engaged in housing projects in Western Province. A
sample of 53 householders in the Western Province were also interviewed. Altogether, views
of 65 respondents were recorded using liker-scales. . Data on housing consumption in the
last ten years was collected also from Census and Statistics Department. The study has found
that there is a strong trend towards the status-consumption.
This study reveals that people are concerned about the type of the houses where they live in,
because they believe their houses symbolized their status, life style, income and family
background etc. Because of that, when they planned their houses, they have been concerned
about the modern style features. Therefore, they tend to seek the assistance of architects to
design their houses. Moreover, this study reveals the perception of house owners that people
have more respect for those living in modern houses. When people cannot afford to built to
modern house, most of them start modernizing their houses when their income increases.