Formation of the consumer profile and preferences for private housing structures
This article presents an analysis of the market segment of private housing. To date, the market of private housing is quite popular with developers, who are interested in participating in such projects, since they are governed by well-known rules, and this will help them to enter a new developing market segment and achieve dominant positions there. Before implementation of private housing projects, it is necessary to have a coherent idea of potential consumers and their preferences. This knowledge will help the developer to think of the most effective corporate development strategy. To elaborate a development strategy in this area, it is necessary to identify the target audience of consumers, and subsequently create a clearer profile of an individual consumer. The analysis, presented in the article, shows that it is necessary to analyze the goals of end consumers as the main criterion needed to group target consumers. In this case, the final goals include weekend trips, permanent residence, country house/summer house. Characteristics of consumers were developed for each target group on the basis of their socio-demographic, psychographic and behavioral features. Consumer preferences of each target group were analyzed. The awareness of such preferences helps the developer to maximize profits from investment projects dealing with the construction of countryside real estate by producing the most popular product.