Abstract

This research delves into the semantic architecture of residential property decision-making by comparing first-time and repeat homebuyers in Indore, an emergent Tier 2 city experiencing accelerated urbanization. Drawing on the Engel–Kollat–Blackwell (EKB) decision-making model and the Theory of Planned Behavior (TPB) as theoretical scaffolds, the study interrogates how cognitive schemas, behavioral intentions, and social influences are linguistically manifested in consumer narratives. In-depth qualitative interviews with property buyers were systematically coded and analysed using NVivo's advanced word cloud functionality to visually map lexical prominence and semantic clustering. The word cloud outputs revealed salient thematic divergences: first-time buyers predominantly emphasized constructs such as affordability, safety, emotional security, and aspirational homeownership, whereas repeat buyers exhibited stronger lexical patterns around investment potential, value appreciation, locational prestige, and lifestyle enhancement. These differential semantic patterns reflect varying decision heuristics, risk perceptions, and experiential conditioning across buyer cohorts. The integration of visual text analytics within a consumer behavior framework offers a novel methodological contribution, transcending traditional thematic analysis by enabling an immediate and intuitive grasp of cognitive salience and lexical emphasis. The study’s findings underscore the evolving psychological landscape of urban residential markets, where emotional drivers intertwine with rational appraisals, shaped by distinct life-stage priorities and market engagement histories. By illuminating the subconscious and explicit linguistic markers underpinning property purchase decisions, this research provides actionable intelligence for real estate developers, marketers, and urban policymakers aiming to craft segment-sensitive communication strategies and product offerings. The study advances the application of qualitative visual analytics in real estate consumer behavior research, enriching the methodological repertoire for exploring the nuanced intersection of language, cognition, and decision-making.

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