MARKETING MANAGEMENT IN CONSTRUCTION INDUSTRY: CULTURAL DIFFERENCES IN CONSUMERS´ HOUSING CHOICE | Problems of Management in the 21st Century

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MARKETING MANAGEMENT IN CONSTRUCTION INDUSTRY: CULTURAL DIFFERENCES IN CONSUMERS´ HOUSING CHOICE

Title	MARKETING MANAGEMENT IN CONSTRUCTION INDUSTRY: CULTURAL DIFFERENCES IN CONSUMERS´ HOUSING CHOICE
Publication Type	Journal Article
Year of Publication	2011
Authors	Maia Burobina Ozdemir
Journal	Problems of Management in the 21st Century
Volume	1
Start Page	136-143
Date Published	May/2011
Type of Article	Original article
ISSN	2029-6932
Other Numbers	ICID: 949999
Keywords	consumer behavior, culture code, marketing
Abstract	Customer’s culture is a very important element in the international marketing. Raising global competition pressure doesn’t allow companies to ignore culture codes of target groups. Customer’s decision making process about buying a new housing is very complicated. Modern consumer’s preferences are rooted in the mists of the time when our ancestors struggled with nature for their lives; and stay in the field of unconscious. When a modern human buys a home he unconsciously seeks for the same attributes that his ancestors were seeking long time ago. This set of attributes is a culture code for Home. New trends like universality and pragmatism make just temporally changes in consumers’ brains. Producers of such permanent products as houses must pay attention to permanent values not to trends. The main purpose of our research is to find out unconscious culture codes that influence a customer’s decision making process about buying a new housing. The primary data from Turkey, Czech Republic and Russia were collected using in-depth interviews. Interviews were conducted among 17 Turkish, 25 Czech and 6 Russian, minimum age of 30, using simple random sampling technique. For the purpose of our research we have used Conceptual analysis of the data gained. In result, we have identified common for each ethnic group patterns. They are Cleanness for Turkey, Nature for Czech Republic and Heat for Russia. Finally, we have made suggestions regarding application of the results to the Marketing mix.
URL	https://oaji.net/articles/2014/450-1391887721.pdf
DOI	10.33225/pmc/11.01.136
Refereed Designation	Refereed
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