John Paolo Aberin Guia, Erlene A. Delgado, and Randall B. Pasco (Authors)
Abstract
This study explored why many tenants in San Pablo City, Laguna continued renting despite the availability of affordable housing programs from the Pag-IBIG Fund. It addresses the gap in localized research that looks into what truly matters to tenants when deciding whether to buy a home. The study focused on five specific factors: private living space, financial status, location, surroundings, and corporate reputation. Using a descriptive-correlational design based on Le-Hoang’s (2021) Behavioral Intention to Purchase Real Estate model, a survey was conducted with 366 tenants in the city. The findings showed that all five factors had a moderate and statistically significant relationship with tenants’ intention to purchase housing. Among these, location had the highest correlation (r = 0.514), followed by surroundings (r = 0.489), financial status (r = 0.467), corporate reputation (r = 0.437), and private living space (r = 0.401). The study concluded that tenants were more likely to consider buying a house if it was located in a convenient and secure area, offered by a reputable developer, and aligned with their financial capacity. These insights were valuable for the Pag-IBIG Fund and housing developers, helping them design marketing campaigns and housing programs that better reflected the actual priorities and conditions of tenants ultimately encouraging more Filipinos to pursue homeownership. Given that most respondents were women (59.3%), marketing efforts could speak more to what matters to them like feeling safe, having convenient access to daily needs, and creating a stable home for their families.
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Keywords: Housing purchase behavior, PAG-IBIG fund, Tenants, Marketing campaign, Housing developer