Marketing Mix Development on the Consumer’ Behavior Analysis

<p>The low-rise building company &ldquo;Monolit-Dom&rdquo; is going to attract new consumer segment in the next term. The consumer segment consists of the large families with three and more children. The interest to that segment is due to the Government Program of the land allocation to the large families, so they could be interested in building their own houses on this land. When a company has the intention to attract new consumers it should modify their marketing mix to make it attractive for the potential customers. The research has the goal to create marketing mix element for the company &ldquo;Monolit Dom&rdquo; in order for it to attract new consumers segment of large families. There is the strong interest is shown from the competitors to the new consumer segment at the low-rise building industry caused by the Government Program. So it is crucial for the company to differentiate at the market to be attractive.</p><p>During the research we analyzed consumers&rsquo; behavior with quantitative and qualitative approaches. We identified the factors laid onto the basis of the decision making process and realized the causes for them. We also formulated recommendations for the company about appropriate marketing mix to attract customers based on the research results.</p><p>Key words: marketing mix, consumers&rsquo; behavior analysis, consumers&rsquo; behavior factors, low-rise building</p>