Journal of Management Research and Review (JMRR)

Determinants of Homebuyer Decision-Making in Government-Sponsored Affordable Housing: A Study of Deen Dayal Awas Yojana Beneficiaries

Kumar, Dr. Vivek

31 December 2025 · Vol. 1, Issue 6, pp. 300-308

DOI: 10.65150/EP-jmrr/V1E6/2025-08

Abstract

Purpose Affordable housing has emerged as a critical policy instrument to address urban housing shortages in rapidly urbanizing regions of India. Despite the increasing implementation of government-sponsored housing schemes, limited empirical research has examined the factors influencing homebuyer decision-making in such policy-driven housing markets. This study aims to identify and analyse the key determinants influencing home purchase decisions of beneficiaries under the Deen Dayal Awas Yojana (DDAY) in Haryana. Design/Methodology/Approach The study adopts a quantitative, explanatory research design grounded in consumer behaviour and decision-making theories. Primary data were collected from beneficiaries of DDAY across selected districts of Haryana using a structured questionnaire. The measurement scale captures economic, locational, policy-related, psychological, and informational factors influencing housing choice. Data were analysed using Exploratory Factor Analysis (EFA) and Structural Equation Modelling (SEM) to examine the relationships between identified determinants and homebuyer decision-making. Findings The results reveal that perceived affordability, policy trust, location accessibility, and perceived value for money significantly influence homebuyer decision-making in government-sponsored affordable housing. Psychological assurance related to ownership security and transparency of the allotment process also plays a crucial role. Contrary to traditional real estate markets, speculative investment motives exert minimal influence, indicating a predominantly need-based purchase behaviour among beneficiaries. Practical Implications The findings offer actionable insights for policymakers, urban planners, and housing authorities to enhance scheme design, communication strategies, and beneficiary satisfaction. Strengthening institutional trust and improving infrastructure connectivity can significantly improve scheme effectiveness. Originality/Value This study contributes to the limited empirical literature on consumer behaviour in state-led affordable housing markets by integrating marketing and public policy perspectives. It provides a validated framework for understanding homebuyer decision-making in government-sponsored housing schemes within emerging economies.

Keywords: Affordable Housing, Consumer Behaviour, Homebuyer Decision-Making, Deen Dayal Awas Yojana, Residential Real Estate, Haryana, India

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Kumar, & Dr. Vivek (2025). Determinants of Homebuyer Decision-Making in Government-Sponsored Affordable Housing: A Study of Deen Dayal Awas Yojana Beneficiaries. Journal of Management Research and Review, 1(6), 300-308. https://doi.org/10.65150/EP-jmrr/V1E6/2025-08

@article{Kumar2025,
  title   = {Determinants of Homebuyer Decision-Making in Government-Sponsored Affordable Housing: A Study of Deen Dayal Awas Yojana Beneficiaries},
  author  = {Kumar and Dr. Vivek},
  journal = {Journal of Management Research and Review},
  year    = {2025},
  volume  = {1},
  number  = {6},
  pages   = {300-308},
  doi     = {10.65150/EP-jmrr/V1E6/2025-08},
  url     = {https://doi.org/10.65150/EP-jmrr/V1E6/2025-08}
}

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