| Summary: | The concept of lifestyle has been the subject of interest in housing research. The emergence-of lifestyle living environment
can be seen in many real estate developments particularly in urban neighbourhood. Housing image in Malaysia has evolved
significantly in the last decade due to changes in the purchasers' preference, socio-economic factors, and advancement of
technology as well as increase in the level of education and income among the urbanites. Although many studies have been
carried out in reviewing the design and architectural aspects in the contemporary houses in Malaysia, little is known about the
house buyers' preferences and demand for lifestyle housing, and how property developers customized their products in
meeting the purchasers' changing needs. The purpose of this study is to identity the unique: property features that the house
buyers looking for as a retlection of the change in their lifestyle and standards of living. A total of 117 responses were
collected from potential house buyers in Kuala Lumpur, through questionnalre survey. The respondents were represented by
those who are actively looking to buy a house and currently evaluating their housing options. The relationships between the
lifestyle and their housing preferences were tested and the model of intluences on housing choice was supported. The results
show that house buyers motives in housing choices are driven by a complex system of factors at the neighbourhood level and
borne out across the narrative papers. The findings from this study can be applied to the design and management of lifestyle
housing development and to marketing strategies that are pertinent to lifestyle concepts. It is recommended however that
further research studies test the lifestyle housing with different groups in diverse markets.
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