The importance weights of Generation Z’s demand for product innovation in single-detached houses in Thailand, using a modified analytical hierarchy process (M-AHP)

Purpose The purpose of this study is to examine the importance weights of the demand for product innovation, specifically in single-detached house among Generation Z in Thailand. Design/methodology/approach The significant quantitative research, analyzed using a modified analytical hierarchy process, involved a total of 400 Generation Z responses. These responses were categorized by two levels of house prices: up to US$150,000 and above US$150,000, with 200 people per price level. The data were then analyzed with Likert-scale questionnaire through the modified analytical hierarchy process model, providing valuable insights into Generation Z’s housing preferences. Findings The results of this study indicate that the sample group with house prices up to US$150,000 prioritizes innovation that provides convenience, while the groups with house prices above US$150,000 prioritize security innovations. Generation Z’s top three innovations with highest demand in single-detach houses are related to security innovation. Research limitations/implications This study is advantageous for developers which can be used to plan and design homes for Generation Z customers. Originality/value To the best of the authors’ knowledge, this research is the first to determine the importance weights of Generation Z’s demand for product innovation of single-detached houses in Thailand.