Evaluation of Preferences of Construction Products Consumers
Abstract
Evaluation of Preferences of Construction Products Consumers
Incoming article date: 22.10.2015We propose an approach to the evaluation of consumer preferences in construction products. This evaluation will enable us to make strategic decisions – what kind of products and how much of them to produce, and at what price to sell them. To study the preferences of construction products consumers, we recommend to use a method based on the using matrix models. To identify the preferences of construction products consumers, they are given a matrix (a table) that includes the names of the product parameters, the parameters characteristics, their pricing coefficients and sampling rates. In the matrix, the consumers choose and underline one of the characteristics options for each parameter, taking into account the pricing coefficient. After collecting the processed matrices, the most preferable product parameters are determined. The proposed method was tested at conducting marketing researches among potential users of construction products - senior students of Rostov State University of Civil Engineering. The research results formed the basis for recommendations to construction companies dealing with individual housing construction (cottages).
Keywords: the strategy of the enterprise, consumer preferences, marketing research, matrix models, method of preferences evaluation, parameters and characteristics of construction products, choice of options depending on the purchasing power, recommendations