Morumbi district, in South-western S„o Paulo city, has been, in the last decade, a booming housing market aimed towards middle and upper-middle income families. This paper presents how, through the use of an extensive data basis established on historical records of asked values and general characteristics of new apartment buildings offered into market (such as location, architectural and facilities attributes), a price hedonic model was developed, and provided, using market segmentation, an analysis of the dominant variables in price forming, making possible conclusions on market behaviour and product conception.