Abstract
Historical trend of consumers' consciousness for residence is reviewed based on the articles in the Jutaku (Housing) magazine collected for 50 years in Japan. With this review in mind, current consumers' purchasing behavior in relation to their latent consciousness is analyzed using the dataset collected from the condominium apartment purchasers of Jonan 5 wards in Tokyo. Among others this paper aims to show a scientific marketing approach in housing industries coupled with some statistical techniques, which may lead marketers or decision makers to forecast more accurate customers' demands. Results include that residents prefer wide residence space to number of residence rooms in a housing unit.
