housing sector

8/8/2019 Housing Sector

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utmost importance because building cannot be constructed on all types of land. Also materialsuse to build houses in different regions because of climatic differences. E.g. in England mosthouses are builds of woods whereas wood is not a viable portion in the tropical area. Builderswho do the final construction consists of civil engineers skilled and unskilled labor

Those who market the product

These consists of marketing people who may or may not have civil engineering background butcertainly have the skills of understanding the customer as a well as the product. The marketer uses all the tools that help to overcome the unique characteristics the service industry. It includesthe construction of a sample flat, which will break the tangibility factor intensive advertising toovercome the perishability factor and so on.

PROCESS:

Service Company can design a superior delivery process. Because of heavy initial, capitalinvestment, long gestation period and a speculative tendency (irregular demand) housing andconstruction industry works other peoples money i.e. construction begins with advance bookingand then customers are suppose to pay installments most of the payment is made after the

product has been handed over this strongly experiences intangibility aspect of this industry.

In this industry tangible industry is supported by services in which the services offered enhancethe client appeal for the product this relates to all aspects of the building and civil engineeringwhere the creation of [particular facility is supported by the project and environment

management, client liaison and specialist consultancy services and sometimes through maintainrefurbishment upgrading and facilities management services and for public project sometimesalso for general services to wider community.

PHISICAL EVIDENCE:

A service industry can develop a more attractive service environment where a service can bedelivered. In the housing and the construction, sample houses photographs and posters of

previous achievement can be displayed in construction offices or those can be shown to thecustomers when they come foe enquiry gets attracted to it.

The need to place the client need rather than the contractor expertise at the core of allactivities

Attention to all aspects of project design and inception, and the development of presalesservices and activities the service aspects of work in progress and after sales activities. Attention


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to quality and durability of the project when complete.Acknowledgement that presentation is as important as technological expertise.Continuous attention to service, service extension and service developmentTaking the truly enlightened view of the needs wants and demands of the clients and

commissioner of work the pressure on contractors and consultants and understanding themTotal enduring impact of activities on the particular environment and location in which it takes

place.

PROMOTION:

The construction industry is concerned with following forms of production:

The promotion of its capabilities and expertise to client and potential clientThe promotion of its finished products to the community and society at large

The promotion of professionals within the industry to each other promoting specific general andcontinuing inter relationships and confidence between architecture, contractor quality surveyor

planner other consultant civil engineers and sub contractors.The promotion of general confidence, public sympathy and support for activities.

The overall purpose of promotion is:Promotion activities of the construction industry can be divided in following:Primary promotion

Direct sales:This is targeted at clients potential clients and other capable of using the distinct expertise onoffer. It involves opening up client face to face contact with those commission work and invitingtenders and presenting the distinct expertise on offer in the clients best interest.

Targeted direct market:If this is to be effective it requires knowing who the people with influence are promotionalmaterial, brochures, and achievements can then be arranged and presented and if necessaryspecially prepare on client or sector specific basis.Secondary promotion

General advertising:General advertising especially in the trade press to ensure continuing general awareness. Fromtime to time some construction companies have engaged in television and radio ads.

Logo design and reinforcement:Billboards, hoardings and perimeter fences.

Attendance at trade, professional and regional fairs and exhibit


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Other efforts include:

Z Speculative designs and proposalsZ TenderingTertiary promotion

Positive media coverageit is in various forms e.g. Contractors places the hoardings at side of the finished bldg statingcompleted six months ahead of schedule

General positive pubic relations:the current activity that comes under this hading at present includes general support for schools,colleges and universities and contribution to the general amenities to communities

Marketing:

Marketing the Construction industry forms a very crucial part. A good awareness level isrequired for your product to be successful. Marketing under this sector is done through variousmediums such as:

Advertisements in newspapers and magazines, television and radio and also through e-mailsand websites

Sole selling agencies: These are agencies that are given the contract of marketing the productwho are responsible for the sale of the product.

Hoardings: These hoardings are put up at the site and contact numbers are given. Hoardings arealso put up at railways, roadways and on BST buses, etc.

Marketing through Estate agents: These estate agents also called as consultants act asmiddlemen between the customer and the builder. They are provided with brochures and sitemaps.

Target market:

The target market i.e. determining the customer are based on the following considerations:

1. Locality: The region where the building is constructed and the type of crowd it will attract will

have varied expectations. E.g. whether its in the suburbs or south Mumbai2. Income group and family size: Depending on the budget of the customer, a particular incomegroup people will be given specific type of amenities. In a country like India, every product isformed after taking into consideration the family size. E.g. carsOccupation: There are coloniesand societies set up for people from the same occupation also employed by the same companye.g. Indian oil nagar at Andheri (west) and Railway quarters for the railway-employed people.3. Religion, races and social class: There are societies for people from a particular caste e.g. Parsi


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colony at andheri (west)

Service encounter:

The total number of interactions between the service provider and the customer is known as theservice encounter. These interactions are called as the moments of truth.Construction is a secondary service sector unit but is gaining much importance now. In this way,

people (customer) coming directly in contact with service provider are very low.The moments of truth here are during:

1. When the estate agent, who acts as a middleman, fixes a meeting between the service provider (builder) and the customer (buyer). This is the first meeting/ interaction where negotiation takes

place.2. The final meeting when the deal is finalized between the builder and the buyer to fulfill all the

formalities.

This falls under low direct contact service.

Service quality: RATER

The 5 dimensions of quality can be explained as follows:RELIABILITYReliability under construction would mean if the builder gives timely possession to the buyersand fulfills all his commitments.

ASSURANCECredibility: This is the trust developed by the builder, the goodwill that he has attained since somany years. E.g. Raheja builders , people know that if they go to Rahejas they wont be cheated.The trustworthiness is maintained since years.Security: Strong foundation of building earthing, proper indicators on towers as a safetymeasure, the building exterior paint to be stain resistant.Courtesy: Respect your customers and their suggestions. Be friendly and understand their complains.Competence: the personnel have to be knowledgeable in their concerned fields so that any issueraised on them will sort out as soon as possible.TANGIBILITYIn construction, major quality dimension is the tangibility. Facilities provided are the tangiblefactors such as e.g. a builder shows a furnished flat he gives good fittings & fixtures, furniture,aqua-guard, intercom facility, elevators, etc. the most important tangible factor is the locality of the building.


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EMPATHY

Access: The customer should be able to easily access any information regarding our product. Theways to access can be the site office present at the site itself, websites, some organizations alsohave the facility of call centers, etc.Communication: Listening to the customers needs and communicating in an easy language.Understanding: To understand their needs and make changes according to their necessity.

RESPONSIVENESSWillingness to provide prompt service. There are people appointed in large organizations for handling queries of the customer.

Complain handling:

In Construction, there is a standard way of handling complains, the customer has to give hiscomplain in writing to the builder that can be before possession or after possession and within 7days action is taken. This also shows after sales service given by the constructors.The procedure to lodge these complains can be explained as follows:

Screening and logging:The date the problem occurred; a description of the problem, and any other information should

be formally being given in writing to the builder Investigating:After the builder receives the complain, he gathers facts about the problem and investigates on

the issue.Acknowledging:Let the customer know that the matter is receiving attention and how long it will take to resolvethe issue.Formulating a solution:While formulating a solution, the important criteria to consider include the warranty obligations,customers expectation, and the cost versus benefit of alternative solution. Here, within 7 daysappropriate action is taken after considering these important criterias.

On person within the organization has the ultimate authority and responsibility for customer relations.When a customer complains they expect 3 things:1. Outcome fairness: In construction, if the builder fails to construct the building within thementioned period, then he has to give his customers a compensation in the form of providinghousing facility to them for the remaining period. e.g. if the construction of the building isdelayed by 6 months then he has to provide the buyers with housing facility for 6 months.


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2. Procedural fairness: Here, the builder takes the responsibility to solve the complain within 7days of receiving it in writing.3. Interactional fairness: The builder listens to the problem of the buyer and tries to resolve it.Listening plays a very important role in communication. It is always considered here that theCustomer is always RIGHT

housing sector

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