A fundamental change in the planning and delivery of new housing projects has taken place in the last years, with the
focus shifting towards adding value to projects based on a better understanding of housing preferences. This issue
becomes even more critical when it is intended to the provision of affordable houses for low and middle income groups.
This paper describes a model designed to help developers and housing users to achieve their expectations regarding
quality, affordability and including also reasonable profits. Developed through a “methodological pluralism”, this study
identifies people-oriented variables and assumptions. The model was developed based on a case study in the city of
Guayaquil-Ecuador, and information obtained from field work research was used to test it. The study examines implications
and limitations of the model for inclusion of housing preferences considering local conditions and cultural values.
The different parts of the model along with data requirements for each part are described. The paper concludes
with findings regarding the identification of most preferred attributes by housing users and the use of alternatives methods
to incorporate additional value into projects, translated into more appealing profits for developers and the provision
of better and more affordable houses for users.
Keywords: Preferences, Value, Model, Profitability, Affordability.
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