Abstract
The study aims to explore the consumer behaviour of prefabricated house owners, by analysing the insights of 12 managers of domestic construction companies in Hungary. These interviews reveal consumer behaviour and value considerations in purchasing decisions. The study’s strength lies in the relevance of the interviewed firms, representing 20.45% of production value in domestic single-family housing construction in 2022, according to the Central Statistical Office. Data from three housing-related censuses further complements the interview findings. Despite the ecological advantages of technology, the surveyed consumers are characterised as self-conscious, prioritising self-interest factors such as price, speed, predictability, reliability, and low maintenance costs in their choices. The research also indicates that consumer resistance to the concept of prefabricated housing is diminishing, something that is most likely to be due to generational shifts.
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