MARKETING MANAGEMENT IN CONSTRUCTION INDUSTRY: CULTURAL DIFFERENCES IN CONSUMERS´ HOUSING CHOICE

Customer's culture is a very important element in the international marketing. Raising global competition pressure doesn't allow companies to ignore culture codes of target groups. Customer's decision making process about buying a new housing is very complicated. Modern consumer's preferences are rooted in the mists of the time when our ancestors struggled with nature for their lives; and stay in the field of unconscious. When a modern human buys a home he unconsciously seeks for the same attributes that his ancestors were seeking long time ago. This set of attributes is a culture code for Home. New trends like universality and pragmatism make just temporally changes in consumers' brains. Producers of such permanent products as houses must pay attention to permanent values not to trends. The main purpose of our research is to find out unconscious culture codes that influence a customer's decision making process about buying a new housing. The primary data from Turkey, Czech Republic and Russia were collected using in-depth interviews. Interviews were conducted among 17 Turkish, 25 Czech and 6 Russian, minimum age of 30, using simple random sampling technique. For the purpose of our research we have used Conceptual analysis of the data gained. In result, we have identified common for each ethnic group patterns. They are Cleanness for Turkey, Nature for Czech Republic and Heat for Russia. Finally, we have made suggestions regarding application of the results to the Marketing mix.