| Popis: |
Housing shortage is a reality in Brazil and in many countries suffering from high rates of population growth and little economic development. This paper aimed to study and compare the meaning of owning a home for buyers of luxury properties versus buyers of affordable housing units. Families struck by precarious living conditions and poverty are initially immensely happy for having a solid roof over their heads. Becoming a homeowner is often a dream come true, the realization of a feeling of safety and security seldom materialized for individuals in fragile economic situations. The challenges faced in the luxury property market include free competition, advantages offered directly to potential buyers, and the development of brands to add value and attract customers. Of research emerged words and expressions of profound meaning, such as dream, achievement, freedom, and social justice award. In this sense owing a home transcends pure commercial value, in both universes. A tight summary of the meanings found in the survey allows one to translate the result in a sentence that expresses the feelings of the population of low and high income in relation to housing: ‘The dream of owning a home vs. owning a dream home.’ |
