Residential choice in different countries: Maslow, Kotler and culture

Abstract: What happens when you become a millionaire? You probably will build a dream house with lots of expensive things inside. Price will not be a matter for you as long as it is exactly your dream house. If price is not a decisive factor for customer, it is an ideal condition for sellers to increase their profits; but the question raised is what means a dream house? Is a rainforest shower a thing you would like to have? According to Jake Heppner and Business inside media company team, you certainly desire it: “A bamboo wall giving it an oriental touch. The complete set up resembles a bamboo grove with a lot of greenery for décor. The broad shaped leaves and branches would make you also feel you are in the midst of your own personal rainforest. The shower in the center is modified to collect rain water for you to enjoy through a conventional shower head” (HEPPNER). Is it right? Most of my friends were skeptic about having neither rainforest shower nor any of 35 another Heppner’s suggestions. In fact, dream house meanings widely vary form person to person. While my Turkish friends laughed out loud, Czechs found the suggestion attractive, so may the difference have cultural roots that shape needs and expectations of people? This work attempts to investigate the effects of Maslow’s hierarchy of needs on housing attribute preferences and on intercultural marketing strategy.