RÜVEYDA KÖMÜRLÜ, ASLI PELİN GÜRGÜN, David ARDITI

DRIVERS OF RESIDENTIAL DEVELOPERS' MARKETING STRATEGIES BASED ON BUYER PREFERENCES

Değişen sosyal, ekonomik ve kültürel etmenler, gayrimenkul olarak konut alım karar tercihlerini etkilemektedir. Konut alıcılarının ülke, bölge ve yörelerin dinamiklerine göre değişkenlik gösteren tercihleri, konut projelerinin özelliklerini ve akımlarını doğrudan etkilemektedir. Ekonomik durum ve yıkıcı depremler, son on yılda İstanbul'daki konut proje geliştirme yaklaşımlarını ve alıcı kararlarını yeniden şekillendirmiştir. Değişik mimari özelliklere, sosyal tesislere sahip, çeşitli tasarım ve uygulama niteliklerini karşılayan projeler ilgi görmekte ve tercih edilmektedir. Bu çalışmada, yerleşmek üzere alım gerçekleştiren potansiyel konut alıcılarının tercih ölçütlerinin tespit edilmesi ve sıralanması amaçlanmıştır. Çözümleme çalışması, İstanbul'daki konut projelerinin çoğunluğuna imza atan büyük konut üretim firmalarının bakış açısından gerçekleştirilmiştir. Bu amaçla, gerek yazın taraması, gerekse de bölgede uygulama yapan profesyonellerle yapılan görüşmelerde elde edilen bilgilere Analitik Hiyerarşi Yöntemi (AHY) uygulanmış, konut üretim firmalarının bakış açısından konut alıcılarının tercihleri dokuz kategoride ele alınmıştır. Çalışmalar sonucu, bu etkenlerin, firmaların satış ve pazarlama politikaları, fiyat seviyesi ve ödeme koşulları, sosyal etkenler, mimari özellikler, konum ve ulaşım gibi özellikler sebebiyle firmadan firmaya çeşitlilik gösterdiği saptanmıştır. Bölge özellikleri ve gerçeklerinin yapılan analitik çalışmayla değerlendirmesi ve hem konut alıcılarına, hem de konut üreticilerine yansıtılması bu çalışmanın temel amacıdır.

KONUT ÜRETİCİLERİNİN PAZARLAMA STRATEJİLERİNİ YÖNLENDİREN KONUT ALICISI TERCİHLERİ

financial institutions in Turkey in 2001, and the other was related to the global crisis in 2008 which was followed by a recession in 2009 (Kömürlü, 2011a). Within the construction sector, housing with its particular futures different from the other productions, has a central role and affects the health of the financial system directly (Ellis, 2011). Residential buildings dominate the construction sector in Turkey. According to Turkish Statistical Institute (2011) residential buildings account for 86% of all buildings registered for a construction, this value is even higher (92%) in İstanbul. Table 1 shows that 80% of all buildings are residential. Approximately 10% of the buildings are located in İstanbul where the existing building stock of 3,393,077 units is quite large when compared to the housing stock of 16,235,830 units in Turkey. Despite decreases in housing production in 2007 and 2008 because of the recession in the global economy, the number of housing units produced annually has never gone below half a million, as seen in Table 2 (Turkish Statistical Institute, 2011, The Building Information Centre, 2011). The ever growing and developing İstanbul with its new work areas encourages the development of new settlements. The city is being transformed with the newly built houses and shopping centers (Kömürlü and Öztekin, 2009a). Figure 2 shows that İstanbul is the top ranked city

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