2023, Vol. 10, No. 4. - go to content...

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DOI: 10.15862/11ECOR423 (https://doi.org/10.15862/11ECOR423)

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Islamova E.B., Samofeev N.S., Cherednichenko S.A., Tveryakov A.A., Shayakhmetov T.R. To improve the quality of communications in promoting low-rise construction products. Russian journal of resources, conservation and recycling. 2023; 10(4). Available at: https://resources.today/PDF/11ECOR423.pdf (in Russian). DOI: 10.15862/11ECOR423

To improve the quality of communications in promoting low-rise construction products

Islamova Eliza Bulatovna
Ufa State Petroleum Technological University, Ufa, Russia
Institute of Architecture and Construction
E-mail: eliza.islamova2000@mail.ru

Samofeev Nikita Svyatoslavovich
Ufa State Petroleum Technological University, Ufa, Russia
Ufa Higher School of Economics and Management
E-mail: eliza.islamova2000@mail.ru

Cherednichenko Sofia Alekseevna
Ufa State Petroleum Technological University, Ufa, Russia
Institute of Architecture and Construction
E-mail: eliza.islamova2000@mail.ru

Tveryakov Anton Andreevich
Ufa State Petroleum Technological University, Ufa, Russia
Institute of Architecture and Construction
E-mail: eliza.islamova2000@mail.ru

Shayakhmetov Timur Rustemovich
Ufa State Petroleum Technological University, Ufa, Russia
Institute of Architecture and Construction
E-mail: eliza.islamova2000@mail.ru

Abstract. The low-rise construction market remains an attractive niche for various enterprises in the construction sector. Which is characterized by stable demand for suburban products in the construction industry. This is facilitated by a set of measures that take into account the improvement of both the credit and monetary policy in the country as a whole, and separate support for subjects in the low-rise construction industry.

In the Republic of Bashkortostan, as in many regions of the country, there has also been a steady increase in the capacity of the low-rise construction market, due to a sharp increase in prices in the sector of apartment buildings in cities, the emergence of financial risks in the economy, etc.

The authors note that with the growing demand for country houses in the Republic of Bashkortostan, many developers are faced with the problem of low sales due to poor communication channels with clients, the use of ineffective promotion tools, and due to ignoring the values of the target audience.

The objectives of the study are to identify the main problems of communication between developers of low-rise construction and buyers in the conditions of the Republic of Bashkortostan and offer recommendations for solving them.

The work shows the author’s approach to solving the problems of real estate promotion by construction companies, the values of the buyer of low-rise construction products are updated, which can later be used by various organizations to create a product that is in demand by the market.

The possibility of increasing the effectiveness of tools for promoting low-rise housing in the conditions of the Republic of Bashkortostan is shown: the role of feedback from the buyer is noted; determining the value and significance of the product; reputation and image of development companies; individual and group work of realtors; socio-psychological communication, social networks and online communications.

Keywords: low-rise construction; promotion tools; communications; marketing; sales problems in low-rise construction; survey and questioning; consumer values in housing construction; environment for residential construction products

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