The impact of Generation Z in the intention to purchase real estate in Kosovo

Abstract

Purpose

The purpose of this paper is to identify the impact that Generation Z has on the real estate industry of Kosovo. By studying the behaviors and characteristics of Gen Z the stakeholders in the real estate industry can gain advantages and opportunities in getting to comprehend their preferences, their perspective and their decision to buy real estate in Kosovo.

Design/methodology/approach

The present study used a quantitative research method. For the purpose of this study a questionnaire with close-ended questions is used. The questionnaire used for this study is a self-evaluation and self-administrated questionnaire. The study included 200 people, mainly Albanian speakers who participated in the questionnaire. All participants of the questionnaire were strictly members of Generation Z that were born in the time period of 1995–2012. In this questionnaire the participants were provided with full anonymity, since none of their identity data were requested during this process.

Findings

The findings of this study indicate that Gen Z and their different characteristics will have an impact on the real estate industry.

Research limitations/implications

This study can be utilized as a landmark for agents of real estate on understanding how they can use the characteristics and behaviors of Gen Z in their favor, by pointing out the prominence of those characteristics and behaviors in realizing the needs and desires of the potential buyers and the influence they have on the decision to buy property. Furthermore, through this study, the real estate agencies will be provided with multiple reasons that substantiate the necessity to perform the proper research about differences between generations.

Originality/value

The study is the first quantitative study that studies the linkage between behaviors and characteristics of Generation Z and their intention to purchase real estate.

Citation

Hoxha, V. and Zeqiraj, E. (2020), "The impact of Generation Z in the intention to purchase real estate in Kosovo", Property Management, Vol. 38 No. 1, pp. 1-24. https://doi.org/10.1108/PM-12-2018-0060