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The Cc�nsumer T�.e consumer is t�e most diverse group of the three under considera- �ion, but, paradoxically, h� is also the most stereotyped in terms of "puhlic image", legislation, and the accommodations offered him. The Prablem is that the entire population with its diver�e needs is offered iittle variet in basic housin accommo�iations. The greatest �hare of olklore and legislation is heavily slanted toward the "typical" family which is in th� child-rearing stage. Of great significance is the fact that sli htl less than 50 er cent of the opulation falls into thzs cate-- or , and even within this cate or there are mani old needs and de- sixes, The motivations prompting consumer's decisions are frequently obscure to the casual observer and sometimes even to the consumer him5elf. These motivations a re colored by the individ-aal s value systems and emotional factors which are interrelated in a complex way. 1'he housing accommodation evokes many considerations which are not involved in the acquisition of almost any other product, Because of the fixed nature of the product, the individual is not only buying or renting a specific house, but also acquiring a whole host of other things. His choice tends to determine how far he will have to �ravel to work, wnere his wife is likely to shop, and where his children ��vill go to school. The actual process of finding housing accommodations presents the consumer with a diffi�cult, complex, and almost bewildering tas'�, Part?y because of this, the consumer i:�ay make his decision based on rather superficial criteria. In addition, the consurner often makes quicic decisions which require him to restrict himself to what is available at a given time rather than determinin what the total market ha� to offer. Although it is true that i given reedom of choice the majority of people would elect to "own" their housing accommodation, legislation, taxation, and folk- lore further encourage home ownership. As a result, rhe consumer does not opera�e in a free market and is not afforded anywhere near full freedom in seeking to satisfy housing objectives. Despite all of these camplexities, there are some identifiable major sub- groups of consumers. The smallest group includes the renters •Nh�, in turn, can be divided into two parts; (1) those who by choice prefer to rent, ancl (2) those who rent because they cannot afford to buy. The largest group includes the owners who also can be classified into two parts; (1) lower income or first time buyers; and (2) higher income or repeat buyers e The first time buyer, in general, is primarily concerned over financin arrangements in relation to house space; he does not have as wide a choic e bec aus e of his ina 5ince 1950 these � developments . In >�l�ty to ca_rry much of an economic c rcten. uyers have had a strong tenctency to locaie in Lra.c� addition, since many of them are neophytes in 8 Foote, Nelson N. , et al� , Housin Choices and Housin Constraints , New York: McGraw-Hill Book Co. , In�c o, 19 0. 21