Conceptual model of pre-project marketing research and its impact on the quality of investment and construction project
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The scientific paper is devoted to the issues of pre-project marketing research and its impact on the quality of investment and construction project (ICP) and the quality of finished construction products. In modern conditions of economic crisis and increased competition of goods and services marketing plays a special role in all spheres of activity, including the construction industry. The authors note that not all organizations in their practical activities pay due attention to pre-project marketing research. In order to develop the methods of pre-project marketing research already used in practice by marketing departments and to form new unique approaches in organizations, the authors have developed a conceptual model of pre-project marketing research. The author's conceptual model is aimed at improving the effectiveness of pre-project marketing research — obtaining information that meets the established requirements. The article presents these requirements, in particular, the requirement for completeness of information is considered in the most detail, negative consequences of information insufficiency and excess for the project and its participants are outlined, methods of ensuring completeness of information are proposed. Attention is paid to the high value of marketing information obtained at the pre-project stage of a project for decision-making at subsequent stages of ICP and for building a marketing strategy within an organization's project activities. Based on the analysis, the authors provide a logical justification for the positive impact of pre-project marketing research on the quality of individual processes and activities within the life cycle of ICP and, ultimately, on the consumer and production quality of finished construction products.
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