Preliminary Framework on Application of Means-End Chain for Participatory Housing Personalisation

Abstract

The Means-End-Chain model, originally developed to elicit customer values through consequential benefits and attributes of a product in marketing research, is becoming increasingly productive in other practical disciplines such as architecture and housing. Although initial applications of the means-end chain in Architecture were mostly in housing choice and preference at individualised level, it is progressively being applied in the personalised design of mass housing schemes and housing and urban upgrade programmes at the community level. Therefore, this scoping review examined the Means-End-Chain theory as a model with high prospects in Architecture and related disciplines and its application for participatory housing personalisation at the community level. The study found that preferences for housing, like any other product-choice behaviour, have value orientation directed towards achieving specific goals, which can be analysed using its physical attributes. An attempt was finally made to develop a preliminary research framework for the application of MEC in indigenous housing personalisation through community participation.