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Private housing design customization through house type substitution


  • Chris Leishman
  • Fran Warren


The private house building industry is increasingly under pressure to increase output and broaden the appeal of new-build housing to consumers. One possible method for meeting these objectives is through increased use of standardized components to facilitate house type customization. This research focuses on the role of planning and building regulations in permitting the house building industry to respond in this way. Using a database of standardized house types, the analysis examines variation within and between house builders' house type ranges. The analysis shows that the underlying variation between house types of a given size is relatively narrow but that volume builders maintain a comparatively large range of house types. Results from a simulation model demonstrate the positive impact of broadening house type choice on levels of consumer satisfaction. The main conclusion is that a form of house type customization could be achieved through the use of house type substitution.

Suggested Citation

  • Chris Leishman & Fran Warren, 2006. "Private housing design customization through house type substitution," Construction Management and Economics, Taylor & Francis Journals, vol. 24(2), pages 149-158.
  • Handle: RePEc:taf:conmgt:v:24:y:2006:i:2:p:149-158
    DOI: 10.1080/01446190500204754

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    References listed on IDEAS

    1. Mohamed Naim & James Barlow, 2003. "An innovative supply chain strategy for customized housing," Construction Management and Economics, Taylor & Francis Journals, vol. 21(6), pages 593-602.
    2. Alan Hooper & Chris Nicol, 2000. "Design practice and volume production in speculative housebuilding," Construction Management and Economics, Taylor & Francis Journals, vol. 18(3), pages 295-310.
    3. R. Roy & S. P. Cochrane, 1999. "Development of a customer focused strategy in speculative house building," Construction Management and Economics, Taylor & Francis Journals, vol. 17(6), pages 777-787.
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    Cited by:

    1. Schoenwitz, Manuel & Potter, Andrew & Gosling, Jonathan & Naim, Mohamed, 2017. "Product, process and customer preference alignment in prefabricated house building," International Journal of Production Economics, Elsevier, vol. 183(PA), pages 79-90.


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