HOUSING PRODUCTION AND HOUSING MARKETING: A CASE STUDY FOR KIRSEHIR PROVINCE

Abstract

In this study, a questionnaire was developed related to marketing of housings and other buildings which the active produce-sell companies in Kyr?ehir make. In addition, a study was made on the supply and demand of the buildings in Kyr?ehir; and it was examined how these companies assign the product qualities. The study is limited with the produce-sell companies in Kyr?ehir. So, the names and the addresses of these companies were taken from the Kyr?ehir Chamber of Trade, and all 33 companies on the list participated in the study. The answers taken from the authorized personnel of the companies were studied through the tables and graphics. The findings suggest that most of the companies produce only housing; a considerable amount of them do business in the city centers; mostly median incomers are aimed; most of the companies produce luxury and first-class housing; two-thirds of the companies make productions in time, with desired quality and agreed amount of money; the reasons for companies to be preferred are respectively introduction tables, web sites, advertising boards, marketing staff in visits, newspaper announcements, posters, TV advertisements, radio advertisements, newspaper supplements, Internet advertisements, magazine announcements, booklets, models, manual or post distributed brochures; and the most significant point in marketing the housing the companies produce is quality.

Keywords

• Housing, Housing marketing, Local marketing, Produce-sell applications, Housing Marketing Composition,

KONUT ÜRETYMY VE KONUT PAZARLAMASI: KIR?EHYR YLY ÖRNE?Y

Öz

Bu çaly?mada, Kyr?ehir ilinde faaliyet gösteren yap-satçy in?aat firmalarynyn yaptyklary konut ve di?er in?aatlaryn pazarlamasyna yönelik bir anket çaly?masy yapylmy?tyr. Ayryca; Kyr?ehir ilinde gerçekle?tirilen konutlaryn arz ve taleplerine yönelik ara?tyrma yapylarak konut üreten firmalaryn ürün niteliklerini nasyl belirledikleri irdelenmi?tir. Çaly?ma Kyr?ehir ilinde konut üretimi yapan yap-satçy firmalar ile synyrlydyr. Bunun için Kyr?ehir ilinde faaliyet gösteren yap-satçy in?aat firmalarynyn isim ve adresleri Kyr?ehir Ticaret Odasyndan alynarak listede bulunan 33 adet firmanyn tamamyna uygulama yapylmy?tyr. Firmalaryn yetkili ki?ilerine sorular sorularak alynan cevaplar tablolar ve grafikler yardymyyla irdelenmi?tir. Edinilen bulgulardan bazylary; Firmalardan büyük bir ço?unlu?unun sadece konut üretimi yapty?y, önemli bir bölümünün ?ehir merkezinde faaliyette bulundu?u, büyük oranda orta gelir grubunda olan kitlenin hedef alyndy?y, firmalaryn büyük bir ço?unlu?unun lüks ve birinci synyf konut üretimi yapty?y, zamanynda, istenen kalitede ve ba?langyçta anla?ylan bedelle ürün teslimi yapan firmalaryn oranynyn toplam firmalaryn üçte ikisi civarynda oldu?u, firmalaryn pazarlama araçlary olarak en çok tercih edilme syrasy ile tanytym levhalary, web sitesi, reklam panolary, ziyaretlerde bulunan pazarlama elemanlary, gazete ilanlary, afi?leri, televizyon reklamlaryny, radyo reklamlaryny, gazetelerle ek olarak da?ytylan bro?ürlerini, televizyonlara yaptyrylan paraly reklamlary, internet reklamlaryny, dergi ilanlaryny, el ilanlaryny, maketleri, ve posta yada elle da?ytylan bro?ürleri kullandyklary, firmalaryn yaptyklary konutlary pazarlarken öne çykardyklary en önemli hususun kalite oldu?udur.

Anahtar Kelimeler

• Konut, Konut pazarlamasy, Yerel pazarlama, Yap-sat uygulamalary, Konut Pazarlama Karmasy,