COMPLEX VALUE PROPOSITION (KCP), FORMED TAKING INTO ACCOUNT THE CROSS-CULTURAL EXPERIENCE OF THE PURCHASER IN THE THEORY AND PRACTICE OF MARKETING ON THE RESIDENTIAL REAL ESTATE MARKET

Anton Osipov () and Irina I.Skorobogatykh ()
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Anton Osipov: Plekhanov Russian University of economics
Irina I.Skorobogatykh: Plekhanov Russian University of economics

Annals of marketing-mba, 2019, vol. 4

Abstract: This article discusses aspects of the influence of cross-cultural experience on the behavior of the buyer during the selection process and the acquisition of residential real estate in the regional market in the Russian Federation. Consumers permanently residing in border regions, such as the Primorsky Krai, often travel abroad, which forms their consumer demand for quality of life, quality of housing. This understanding made it possible to suggest that such cross-cultural experience of the buyer influences his behavior during the selection of the property for living and the presence of certain characteristics of the residential complex, which are present abroad, can have an impact on the adoption final decision by buyers in Russia. The limitations of the study were: a limited set of characteristics of foreign housing, the inability to conduct qualitative research to identify additional parameters directly from representatives of the target audience, the absence of any structured classifiers or secondary data that objectively indicate the characteristics of housing in different countries.

Keywords: complex value proposition (CPV); primary residential property; regional real estate market; cross-cultural experience of a residential property buyer (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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