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Top1. Introduction
In recent years, the real estate market of Vietnam has strongly developed in both quantity and quality. In particular, the apartment market, despite its growth, does not seem to meet consumer demand. It is predicted that this segment will still be a bright spot in the real estate market of Vietnam in the coming years. According to Phạm Minh (2020), although the transaction volume decreased, the selling price of apartments in Hanoi and Ho Chi Minh City still increased by 3-5%. The report on population and housing in 2019 of the General Statistics Office shows that, within 10 years (2009-2019), the number of urban households in condominiums has increased by 1.5 times. Apartments are still considered the key product in product development orientation for developers in the coming years. In 2009, there were 22.6 million households, 1.5 billion m2 of individual houses and 17 million m2 of apartment floors. By 2019, there were 26.7 million households (up 18%), 2.1 billion m2 of individual houses (up 41%), and 41 million m2 of apartment floors (up 142%).
A fundamental and core value of an apartment project is the crystallization of technical factors; construction architecture, quality of services, the independence and distinctiveness of ownership that are perfectly connected in a common space of the building, and the included utility of the apartment create distinct values of the apartment. Therefore, apartment buildings are increasingly attached to the life of urban communities and have become a popular demand for consumers, which also explains why people prefer to buy ready apartments from developers rather than purchase land to build their own houses (Kamal, et al., 2016; Khaled, et al., 2012; Mohiuddin, 2014). Haddad et al. (2011) stated that, to survive in the competitive marketplace, real estate marketers have to keep in mind that apartments would be considered high-involvement products that require complex decision-making. In the apartment market, there are many projects (investors) with different advantages and disadvantages. No project is considered perfect and suitable for the entire market. Buying an apartment is one of the most significant economic decisions that people make, and it requires gathering much information regarding its features, qualities, facilities, design, prices, and environments (Zadkarim & Emari, 2011; Le-Hoang,2020). What are the most important factors and criteria to select an apartment?