As housing is the basic need of human being, it is expected that as a country becomes more urban, more houses will be needed to accommodate the increasing population in urban centers. Bangladesh is a densely populated country. The current trend of urban growth in Bangladesh is about 5-6 percent per annum (REHAB, 2013). At present 28 percent people live in urban areas which are expecting to be 34 percent in 2025 (The Daily Ittefaq, May, 2013). Dhaka city approximately accommodates a vast population of over 16.6 million with the estimated 4.7% growth rate per annum. There is a direct relationship between urbanization and demand for houses (Mollah, Haque and Pasha, 2009). Some tremendous changes have been taken place in the Real Estate industry that have changed buyers buying attitude and created opportunities for the Real Estate sectors. Now people prefer to buy ready apartment from developers than purchase land for building their own houses (Khaled, Sultana, Biswas and Karan, 2012; Mohiuddin, 2014; Mollah, et al., 2009). Cultural changes have been taken place such people would like to intend in single family unit, get project facilities and enjoy apartment culture (Bony and Rahman, 2014; Barua, Mridha and Khan, 2010; Mollah, et al., 2009). Due to urbanization, rising house rent, scarcity of land, high price of land, hazards in land purchasing, high cost of land registration, re-structuring of households to single family units, and high price of building materials, some dramatic changes have been occurred in the Real Estate industry that has changed the attitudes of the people of Bangladesh (Bony and Rahman, 2014; Mohiuddin, 2014; Khaled, et al., 2012; Zadkarim and Emari, 2011; Barua, et al., 2010; Mollah, et al., 2009). That’s why people turn to Real Estate companies who are providing ready flats or apartments. In response, Real Estate business has enjoyed a boom over the years with growing rate (13.77% in 2013, Bony and Rahman, 2014). In Bangladesh approximately 7 million people have been facing housing deficiency where 4 million in the urban areas and 3 million in the rural areas. To meet up the increasing housing need many private Real Estate developers with very few provision of government housing have been trying to meet the demand of housing for the last more than twenty years in Bangladesh. Although there is huge demand in the market for new accommodations, there is an acute shortage of excellent Real Estate developers. This in turn indicates the lack of good institutions in the housing and real estate value chain, from land developers to builders to financiers. This also indicates the bright prospect for Real Estate institutions in public and private sector. As Real Estate sector is growing in Bangladesh, the competition in the Real Estate sector becomes intense. To sustain in the competitive market place the Real Estate marketers have to keep in mind that the buying behavior of buyers in purchasing apartment would be considered high involvement products that require complex decision making (Haddad, Judeh and Haddad, 2011). Buying an apartment is one of the most significant economic decisions that people make, and it requires gathering a lot of information regarding its features, qualities, facilities, design, prices and environments (Haddad, et al., 2011; Zadkarim and Emari, 2011; Kiefer, 2007) . In Bangladesh it happens in most of the cases that people purchase an apartment by investing or spending all of their lifelong savings. The success of Real Estate marketing depends on properly analyzing the buying behavior of Real Estate customers. To know about the needs of customers it is unavoidable to understand the changes that have taken place in the industry and market factors and variables those stalwartly influence the customers’ buying attitude and created opportunities for Real Estate sector.
