Strategic segmentation of customers in the market of primary real estate
Date
2017-01-20
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Lviv Politechnic Publishing House
Abstract
The authors emphasize the special
significance of customer service on the primary market
of residential real estate. There is carried out
segmentation of the primary real estate market with the
account of such a criterion as a residential housing class.
There are singled out the following segments of this
market: premium-segment, business-segment, comfortsegment,
and economy-segment. The features of each
market segment are described. An analysis of the cost of
housing on the primary real estate market is carried out,
depending on the readiness of the facility, namely:
“foundation pit”, “foundation”, “readiness of floors”,
“the gray key readiness” and the supply of housing in
the primary real estate market. A detailed elaboration of
strategies for cooperation with clients in the primary real
estate market and strategies for establishing cooperation
“client-enterprise” for certain segments of the primary
real estate market are proposed. The strategy of
servicing the clients of the primary real estate market
according to the specifics of the product and services
programmes is offered.
Description
Keywords
segmentation, service, client, strategy, market, competitiveness
Citation
Nakonechna T. Strategic segmentation of customers in the market of primary real estate / T. Nakonechna, N. Hryniv // Economics, Entrepreneurship, Management. — Lviv : Lviv Politechnic Publishing House, 2017. — Vol 4. — No 1. — P. 73–82.