Executive Summary There is a large profit potential in China's housing market today. However, some housing developers still suffer high risk because they fail to capture adequate information about customers in this enormous market, or they could not utilize the information well to create sustainable competitive advantage, while they are just simply replicating the motion of a price-maker in industry. This thesis presents the application of statistical methods to provide decision tools for housing developers to estimate customer's perception of value upon product and service. And then enable them to find out the optimal point of customer value where reasonable price and high quality converge. Keyword: real estate; perceived value; perceived quality; pricing