Data analysis in price police marketing research in construction

Abstract

Abstract The article deals with the data analysis marketing approach to pricing in construction in the segment of luxury housing at the present stage. The authors consider three approaches to setting the price of luxury housing in construction, dwell on the marketing aspect of determining the price. The problem of perceived quality and its relation to price is described at length. The authors demonstrate that psychological pricing is one of the common approaches to price determination in this sector of construction industry. The article presents the results of survey aimed at young Russian consumers. The distinctive features of this segment and their requirements to justify the price are described in detail.