Ulitskaya N.Yu., Akimova M.S., Ishamyatova I.Kh. Published in:
Russian Journal of Housing Research
– Volume 3, Number 4 (October-December 2016)

JEL classification: R11, R21, R31

Keywords: consumers, detached houses, market of individual housing construction, marketing


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Abstract:

The relevance of the topic is determined by the problem of the effective realization of residential property along with the rapid development of construction. Consumers in Penza do not have enough choice of objects of individual housing construction (IHC) due to the scarcity and price inaccessibility of such objects. At the same time, the situation in the suburbs is different: the volume of low-rise construction have increased, so there are more choices for buyers, for this reason requirements to the houses increased. The article presents the results of the market research of detached houses in Penza urban district. In their work the authors used the methods of statistical analysis and formalized consumer survey, conducted between 2014 and 2015. In the result, the classification of detached houses was verified and the segmentation of consumers as the main recipients of marketing activities on the market of individual housing construction was carried out. Due to the fact, that the local authorities are obliged to improve the living conditions of the population and to promote the development of the real estate market, they, in order to justify the housing policy, should identify housing needs and capabilities of the population – that will allow to make reasonable management decisions at strategic and spatial planning of the city. Developers should also be focused on customers’ satisfaction, for this reason it is necessary for them to have marketing researches of the market, because it will contribute to the effective realization of their market offerings.

Highlights:

detached house is considered as a specific product that is seldom purchased by the consumer, so when choosing it consumers are very picky
population dynamics demonstrates the active growth of the inhabitants in Penza urban agglomeration due to growth in the share of suburban housing construction
the market of individual housing construction in Penza urban district insufficiently corresponds to the requirements and capabilities of the consumers
it is necessary for suburban local markets to form the planning, the building and the rebuilding of urban space; authorities should significantly reconsider their role in the regulation of land and property relations

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