Vol. 7, Issue 2, Part H (2025)

This study addresses the complexity of consumer behavior in Dubai’s real estate market, where diverse cultural, economic, psychological, legal, and marketing factors influence purchasing decisions. The findings reveal that economic considerations particularly property prices, financing, and investment value are primary drivers, while psychological factors such as trust, emotional security, and social status significantly shape choices. Cultural diversity results in varied housing preferences, and legal reforms, notably freehold ownership and escrow laws, have boosted buyer confidence. Marketing strategies and branding also strongly impact consumer perceptions, with digital engagement and lifestyle positioning playing key roles. The study concludes that aligning property offerings with diverse buyer needs, enhancing affordability, and embracing technology will be essential for sustaining Dubai’s competitive real estate market.