PROBLEMS OF DEVELOPMENT OF THE CONCEPT OF POSITIONING OF THE COMPANY AT THE RESIDENTIAL MARKET

The article examines the problems of positioning a construction company taking into account the trends in development of the residential real estate market in Irkutsk. The specific characteristics of the residential real estate market are significantly different from other markets. To determine these characteristics, the target audiences of construction companies are identified in the study. With the help of the focus group method, factors that influence the behavior of consumers in the process of selection and purchase of the comfort-class residential real estate properties are revealed. An analysis of the criteria for positioning companies operating in this market of Irkutsk by the method of peer review is carried out. Based on the conducted studies, the concept of positioning of the company was substantiated and developed, the implementation of which allows solving the problem of adapting construction companies to market requirements, increasing competitiveness and ensuring the sustainability of the construction business to external influences.

real estate market, target audiences, needs, consumers behavior, purchase motive, comfort-class accommodation, competition, housing infrastructure, positioning criteria, positioning concept.

Shagina E. A. Problems of development of the concept of positioning of the company at the residential market // Business. Education. Law. 2018. No. 2 (43). P. 201–205. DOI: 10.25683/VOLBI.2018.43.255.