THE METHOD OF RESEARCHING THE OPINIONS AND IMPRESSIONS OF CUSTOMERS AS THE BASIS OF AN INNOVATIVE APPROACH IN MARKETING IN THE RESIDENTIAL REAL ESTATE MARKET
Authors: Budnikevich I.M. ,   Yuriy Fedkovych Chernivtsi National University, Tafiy N.V. ,   Yuriy Fedkovych Chernivtsi National University
Published: June 2023

The article describzs the author's method of marketing research of customer opinions and impressions, the results of which contribute to the introduction of an innovative approach to the marketing of the residential real estate market. The general logic of the proposed innovative research process of the needs and ntentions of consumers of the regional real estate market of the Chernivtsi region has been formed, which includes the following sections: research design (preparation of technical terms of reference and formulation of research goals and objectives; development of tools, in accordance with research tasks; piloting of tools, the results of which are refined questionnaire; fieldwork; quality control and automated data processing; development of recommendations); aim of the study; objectives of the study; research hypotheses; object and boundaries of research; research method; methods of collecting information; sample; development and correction of the questionnaire; data processing and analysis; formulation of results.A multifactorial questionnaire was developed, which includes seven blocks of questions that were related to the needs and preferences of potential and actual buyers of residential real estate: 1) Current state of housing supply and filter questions. 2) Benefits, motives and reasons for purchasing housing. 3) Time, monetary and investment horizons of consumer demand. 4) Research in the real estate rental segment. 5) Research in the housing acquisition segment. 6) Intentions of respondents. 7) Identification data of respondents.It is justified that in order to increase the level of personalization of the market offer of the residential real estate market, it is necessary to conduct professional marketing research of the needs and intentions of consumers. The proposed method of marketing research of consumers of the regional residential real estate market is based on a survey of respondents and focuses attention on the issues of determining the current level of housing provision of the population and the level of satisfaction with the quality of housing; reasons and motives for purchasing housing;prospects for the development of the long-term rental segment in the region; parameters and criteria for housing selection; the level of satisfaction with the quality of the habitat and migration intentions of the population. As a result of the application of a new method of researching the opinions and impressionsof customers, it is possible to adjust marketing plans and programs: determine the preferences of citizens regarding options for improving living conditions; set price parameters of housing; find out the criteria for choosing real estate; determine the need to allocate plots for individual, low-rise and multi-story construction in the region; to investigate the impact of tariff increases on buyers' choice of real estate type; to identify the costof housing per 1 m 2 acceptable for regional consumer; determine the respondents' life intentions; determine the demographic, social and behavioral profile of buyers.It was noted that conducting marketing research provides information and grounds for thedevelopment of regional housing standards, allows to transform the market of residential real estate from a place of purchase and sale of real estate into a dialogue platform between the producer and the consumer.