Analysis of clusters among users of the Residential Leasing Program

Abstract

Assessments of building user satisfaction have been carried out in different market segments in Brazil, especially in social housing. Several databases concerned with this segment have been produced, which should be properly analyzed in search of information about users that can be used to improve the quality of future projects. This article examines the user profiles of projects funded by the Residential Leasing Program (PAR). The aim of this study is to identify family groups that have benefited from this Program, using data of a customer satisfaction survey involving 727 dwellers of PAR projects, from five different Brazilian towns. Based on information produced in this type of analysis, it is possible to support decision making for professionals involved in the conception and design of future housing projects. The identification of clusters was based on the multivariate method of cluster analysis. Among the main conclusions of this study, it must be pointed out that 57.4% of the dwellers fit one of the three predominant groups, which have different characteristics and levels of satisfaction: the PAR target family group (a couple and two kids), young couples, and single women.