Gender differences of color preferences for interior spaces in the residential built environment in Prishtina, Kosovo.

Purpose: The overall purpose of the study is to identify the gender differences in color preferences for different types of interior space in the residential built environment in Prishtina, Kosovo. Additionally, the purpose of the study is also to identify the gender differences in the emotions that various colors trigger in occupants of the mainly residential built environment. Design/methodology/approach: The present study uses a quantitative study and χ² test to analyze whether the variables formulated by study hypotheses are dependent on gender. The data are gathered by a questionnaire to measure the color preferences of the respondents. The study uses a questionnaire with eight questions that were distributed to 303 respondents using the stratified probability sampling, using gender as the main stratum for probability sampling. Findings: The study finds that there are no gender differences in color preferences for home lighting, living room, bedroom, study room and children's rooms in the residential built environment. The study also finds that there is a gender difference in color preferences that trigger emotions of tranquility, stability and security and warmth and pleasure in both male and female respondents. Practical implications: The implications of this study are that real estate and facility management firms must conduct marketing research to identify the color preferences for both housing interior and exterior depending on the different local cultural backgrounds of clients. Firms must provide training for real estate agents on the color preferences of clients for various types of spaces and the differences that may exist based on gender but also other variables. Originality/value: The present study is the first quantification of gender differences in color preferences of the residential built environment in the capital city of an understudied region such as Kosovo. [ABSTRACT FROM AUTHOR]