Self-regulation in the construction industry: possibilities to use marketing

National Research University “Higher School of Economics”Faculty of ManagementDepartment of MarketingABSTRACT to master’s thesis« Self-regulation in the construction industry: possibilities to use marketing»Author:Dmitrii AbramovGroup 721______________(signature)Supervisor:I.A. Sloev______________(signature)Moscow, 2014 Creating a self-regulatory organizations in the construction industry is regarded as the most effective way of development of market relations in this sphere. Marketing applications in the field of self-regulation increases the efficiency of the construction companies, allowing them to respond more quickly to external market changes, as well as helps to maintain and improve the competitiveness of organizations.To date, marketing applications in self-regulation poorly investigated and there is no practical advice on self-regulation in the field of marketing, which would improve the efficiency of the SRO.Problem statementThe overall goal of this study is to identify marketing applications in self-regulatory organizations and develop guidelines for its development.To achieve this goal it’s necessary to solve several problems:1) Identify the major stages in the development of self-regulatory organizations in the construction industry in Russia;2) Identify the features of self-regulatory organizations, unlike other non-profit organizations and government agencies;3) Determine the industry features of self-regulatory organizations in construction field;4) Identify the construction companies perception of the idea of self-regulation and perception of membership in self-regulatory organizations;5) To interpret the results and develop recommendations in marketing to attract new members to the self-regulatory organizations in the building.HypothesisIn this study, it is necessary to answer the following questions:1) What is the motivation component of market participants of construction services in conjunction with the SRO?2) Whether the SRO use marketing to attract new members?3) How important are the various attributes (performance criteria) of SRO for their members?4) Does the SRO help construction companies in the marketing / advertising?5) What is the attitude of construction companies to membership in the SRO?Based on the research questions formulated his basic hypothesis:H1: The use of marketing in the SRO will increase the level of satisfaction of construction companies in their membership in the SRO.MethodologyTo conduct the study primary information obtained during an Internet survey and in-depth interviews was used. The study involved managers and key employees of construction companies and SROs. On the basis of in-depth interviews with experts were formed basic attributes (performance criteria) of SRO. Respondents had to evaluate the attributes (performance criteria) of SRO according to their importance and satisfaction with their performance.Individual questions in the questionnaire were aimed at identifying the relationship to membership in self-regulatory organizations.For analysis of the data used cluster analysis methods as well as methods for assessing satisfaction.ResultsThe results show that the most important attributes (performance criteria) SROs are "the size of entrance and membership fees" and "support for members in competitions and tenders." Representatives of SROs in general, higher evaluate the importance of all the above attributes of their activities than members of SROs.Not all of the construction companies are satisfied with membership in the SRO. In accordance with the results of the study, the value of overall satisfaction with membership in the SRO of respondents was 45.54, which corresponds to an unacceptable level. At the same time construction companies are the more satisfied the membership in the SRO, the more SRO helps them in marketing activities. Thus, as a result of our basic hypothesis was confirmed:H1: The use of marketing in the SRO will increase the level of satisfaction of construction companies in membership in the SRO.