Investigation of customer housing demand behaviors in construction marketing

Residences are environments that meet the sheltering needs of human beings. Besides, residences are the environment in which families and individuals live a part of their life. Each of society have different habits and lifestyles. Therefore, mankind have expectations from residences. Consequently, the policies of the contractor companies are significance for the establishment of the supply-demand balance. In order to achieve the balance, it is thought that effective results can be achieved with a customer-oriented approach. The effective implementation of customer-oriented creates positive results for both manufacturers and customers. In this study, a questionnaire was applied to 303 people from 30 provinces in Türkiye in order to determine the expectations of the customers from the residences. The obtained data were converted into a data set with the Microsoft Excel. Subsequently, the data were analyzed with SPSS and WEKA. To determine the reliability coefficient of the questionnaire and to analyze the data, normality tests, Mann-Whitney U test, Kruskal-Wallis H test were performed with SPSS. Moreover, the association rule, which is one of the data mining methods, was used with WEKA. As a result of the analysis, it has been revealed that there is a general demand for the residences to have a south face. It has been observed that the expectations of the people from the residences differ according to the variables of income, gender, age range, education level, and the number of family members. Keywords: Construction, Housing, Marketing, Customer Focus, SPSS, WEKA, Association Rules.