CONSTRUCTION MARKET

construction as a unique market, characterized by number of factors that illustrate and differentiate this segment of business significantly, Practitioners highlighted terms as Demand nature, buying process, Organizational relationship, Customer development, hence customer acquisition in construction could be categorized under the paradigms of business to business nature of marketing, however, a number of fundamental changes keep construction slightly different.

Further they have  stated that the nature of Demand in construction is driven by the aspects of Derivation, Variance and Elasticity,  construction buying process is characterized by a number of technical procedures and complex decision-making process, hence the Organizational relationship and Marketing communication plays a prominent role in the acquisition process

The importance of considering the construction industry as a segment featured by several distinctiveness that make it assorted from the industrial and service sectors, Lopes (2012 added that construction offers an Augmented product that is a service combined with a product; the production/execution is project-based, product is changeable in size, location.