An Application of Grounded Theory in Identifying Mental Patterns for Housing Demand in Tabriz: (A Cognitive Science Approach)

Choosing optimal housing is one of the most important challenges people face in demand for housing. Despite the general agreement on the importance of the budget constraint’ role on housing choice, no comprehensive model for evaluating all demand determining factors has been introduced and no clear theoretical explanation has been made. Considering the central role of budget constraint, behavioral and control factors in determining housing demand, this research seeks to explain the mental pattern of rental and consumer demand for housing in Tabriz using the approach of cognitive and behavioral sciences. Regarding this, the study was carried out within the framework of qualitative approach, using grounded theory. A multi-nominal Logit regression was used in order to analyze the impacts of identified factors. Data gathering tools were semi-structured interviews with 12 experts in housing discussions, using a purposive sampling methodology. Data analysis was performed in three steps: open coding, axial coding, and selective coding upon which our qualitative model was designed. Our study resulted in extraction of more than 250 codes, along with an inventory of more than 20 concepts and 4 categories,which are presented in the form of a paradigmatic model including budget constraints as the axial category and causal conditions (as underlying reasons for choices), underlying factors (Physical factors), and intervening conditions (behavioral and control factors). The results of estimating the Logit model indicate that individuals consider not only the budget but also all aspects of decision making to choose a residential location, but the importance of each factor is different.