AN EXPLORATIVE STUDY DETAILING THE PERCEIVED VALUE OF THE TINY HOUSE MOVEMENT FOCUSSING ON RECENT GRADUATES IN SOUTH AFRICA

Abstract

The Tiny House Movement is an established international housing trend, that advocates for a more modest lifestyle. This trend has only recently gained traction as a housing option in the South African residential climate. However, the successful adoption of this trend may prove difficult to forecast in a South African context as there is the uncertainty of the unknown value that South Africans, specifically recent graduates, might attach to it. The study aims to establish or identify what the perceived value of the Tiny House Movement is, too recent graduates. In addition to the man aim of the study, three sub-questions attempt to, in part, answer the main research objective. This qualitative study utilised a semi-structure interview data collection method on five recent graduates. The data that was collected was analysed by means of a thematic analysis in order to prepare the data for interpretation, presentation and discussion of findings. It was found that recent graduates perceive value based on the price they paid for the item first, followed by the perceived quality. In addition there was an undecided likeliness to adopt the movement, this indicated neutral connotations towards the movement based on the evenhanded and impartial responses. It was found that the Means-End theory and the Family Life-Cycle influenced decision making in recent graduates substantially. Through the analysis and interpretation of the findings the researcher was able to tabulate important factors for recent graduates when considering to own/ renting a home. These factors in turn influence a recent graduates purchase intent.