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KONUT ÜRETİCİLERİNİN PAZARLAMA STRATEJİLERİNİ YÖNLENDİREN KONUT ALICISI TERCİHLERİ

DRIVERS OF RESIDENTIAL DEVELOPERS’ MARKETING STRATEGIES BASED ON BUYER PREFERENCES

Journal Name:

  • Orta Doğu Teknik Üniversitesi Mimarlık Fakültesi Dergisi

Publication Year:

  • 2013
DOI: 
10.4305/METU.JFA.2013.2.1

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
According to a household budget survey on consumption expenditures published by the Turkish Institute of Statistics, the monthly expenditure of a middle income family for housing and rent is 28.2%, higher than any other expenditure. Residential building investments account for 2-8% of GDP (The Building Information Centre, 2011). Being the most populated city in Turkey, İstanbul is one of the major focus areas of construction companies in the country (Kömürlü, 2012 and 2011a). The city is very important in terms of economic, social and cultural significance. Potential buyers in İstanbul are looking for residential alternatives that meet their particular requirements (Kömürlü, 2011b). These expectations may be related to pricing, legal issues, architectural features, quality considerations, location, social facilities, seismic risks, means of transportation, and developer reputation. In this study, the perceptions of developers about potential buyer expectations in İstanbul are investigated and ranked. The analytic hierarchy process (AHP) is used in the analysis.
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Abstract (Original Language): 
Değişen sosyal, ekonomik ve kültürel etmenler, gayrimenkul olarak konut alım karar tercihlerini etkilemektedir. Konut alıcılarının ülke, bölge ve yörelerin dinamiklerine göre değişkenlik gösteren tercihleri, konut projelerinin özelliklerini ve akımlarını doğrudan etkilemektedir. Ekonomik durum ve yıkıcı depremler, son on yılda İstanbul’daki konut proje geliştirme yaklaşımlarını ve alıcı kararlarını yeniden şekillendirmiştir. Değişik mimari özelliklere, sosyal tesislere sahip, çeşitli tasarım ve uygulama niteliklerini karşılayan projeler ilgi görmekte ve tercih edilmektedir. Bu çalışmada, yerleşmek üzere alım gerçekleştiren potansiyel konut alıcılarının tercih ölçütlerinin tespit edilmesi ve sıralanması amaçlanmıştır. Çözümleme çalışması, İstanbul’daki konut projelerinin çoğunluğuna imza atan büyük konut üretim firmalarının bakış açısından gerçekleştirilmiştir. Bu amaçla, gerek yazın taraması, gerekse de bölgede uygulama yapan profesyonellerle yapılan görüşmelerde elde edilen bilgilere Analitik Hiyerarşi Yöntemi (AHY) uygulanmış, konut üretim firmalarının bakış açısından konut alıcılarının tercihleri dokuz kategoride ele alınmıştır. Çalışmalar sonucu, bu etkenlerin, firmaların satış ve pazarlama politikaları, fiyat seviyesi ve ödeme koşulları, sosyal etkenler, mimari özellikler, konum ve ulaşım gibi özellikler sebebiyle firmadan firmaya çeşitlilik gösterdiği saptanmıştır. Bölge özellikleri ve gerçeklerinin yapılan analitik çalışmayla değerlendirmesi ve hem konut alıcılarına, hem de konut üreticilerine yansıtılması bu çalışmanın temel amacıdır.
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