Faculty of Natural and Agricultural Sciences
Department of Consumer Science
Selected Highlights from Research Findings
Along with multiple advantages associated with townhouse living, a major concern that homeowners have to deal with, is the fact that all /most of the units in a given complex look either the same or very similar. That leaves little opportunity for differentiation amongst the units other than to exemplify attention to the interior of their homes. The study involved 182 residents of townhouse complexes in Tshwane which investigated their need for uniqueness and attention to the interiors of their homes specifically to distinguish themselves from the rest. Findings indicated that owners of townhouses were inclined to express their extended selves in the interior of their homes in a counter conforming manner, reflecting creative choice counter conforming behaviour . Their buyer behaviour supported their need for uniqueness: interior objects purchased mostly had to be aesthetic and original. Respondents also agreed that unique products were sought to compensate for the lack of uniqueness in the exterior façade of their homes. Findings of this study contributes to extant literature and is also is useful for property developers, retail, interior designers and decorators in terms of marketing opportunities and services rendered.
Contact person: Prof AC Erasmus.
Fear of crime has become an important reason for South African families to reside in security estates rather than in free standing homes. Those who can afford this type of housing not only provide their families with a sense of security and safety, but also acquire a desirable lifestyle and status. A study which involved 205 residents who lived in upmarket security estates in Tshwane was undertaken to investigate factors that influenced homeowners’ decision to move to a security estate as well as their post-purchase evaluation of residence in a security estate. Factor analyses of the data identified safety and security as the most important factor that influenced homeowners’ housing decision although the impressiveness of tenure in a security estate also seemed a major influence. Respondents strongly agreed that their current homes provided them with a utopia where concerns about maintenance and management were handled on their behalf by competent body corporates. They enjoyed the uniqueness and spaciousness of their tenure; the safety and security aspects which secured their well-being; as well as a sense of neighbourliness. Issues of concern were lack of privacy because in some estates where houses are densely built as well as financial implications, i.e. long term affordability of levies. Positive aspects however outweighed these concerns.
Contact person: Prof AC Erasmus.
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