Open AccessSEGMENTATION OF CONSUMERS OF RESIDENTIAL REAL ESTATE AS THE MAIN PARTICIPANTS IN THE MARKETING MACRO ENVIRONMENT
Author(s) -
Ирина Хафисовна Ишамятова,
Irina Ishamyatova
Publication year - 2018
Publication title -
russian journal of management
Language(s) - English
Resource type - Journals
eISSN - 2500-1469
pISSN - 2409-6024
DOI - 10.29039/article_5b06a2ddca7ba9.04639826
Subject(s) - psychographic , real estate , macro , marketing , market segmentation , business , work (physics) , population , segmentation , advertising , computer science , engineering , sociology , mechanical engineering , demography , finance , artificial intelligence , programming language
This work is devoted to studying of behavior of various segments of consumers in the market of a residential real estate. Work on segmentation of consumers of Penza on various criteria is carried out: on geographical, demographic, psychographic and behavioural. In work methods of the statistical analysis and the formalized survey of consumers conducted during the period since 2016-2017 are used. The conducted researches will allow to accumulate marketing efforts of the construction organizations to ensuring demand of separate groups of buyers, but not on all market in general. Regional and to municipalities of domicile purposefully to influence formation of needs of the population with which in compliance to coordinate the volume and structure of construction.