residential choice in different countries: maslow and culture

7/23/2019 Residential choice in different countries: Maslow and culture.

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Residential choice in different countries: Maslow and culture.

MAIA OZDEMIR

Faculty of Management and Economics

Tomas Bata University

Mostni 5!"# $%& & Zlin

'ZE'( RE)UB*I'

o+demir,fame-ut.-c+# maia-o+demir,/indo/slive-com

Abstract: 'onstruction industry 0as some uni1ue features 2fragmentation# for instance3 t0at ma4e alying

mar4eting difficult- (o/ever# increasing cometition in construction industry comels comanies to c0ange

t0eir vie/s to/ard customers6 e7ectations and to adot ne/ customer friendly mar4eting strategies- Effective

mar4eting is .eneficial for construction comanies- 'ustomer centered strategy .ecomes even more imortant

in multicultural environment- Because of migration# it is difficult to find a lace /it0out migrants in t0e /orld#and all .ig cities .ecame multicultural metroolises- 8o# almost every comany s0ould consider itself acting on

multicultural mar4et- Multiculturalism leads to t0e ne/ segment of 0ousing mar4et- Every comany interested

in caitali+ing on t0is ne/ lucrative mar4et s0ould recogni+e customers6 cultural needs and develo t0e ne/

mar4eting strategy accordingly- Moreover# t0e fact# t0at ignoring 0umanistic factors in .uild environment 0as

syc0oat0ological conse1uence called 9urootedness:# carries t0is ro.lem u to t0e level of government-

Maslo/6s 0ierarc0y of needs is useful for customers6 segments definition and segmental mar4eting strategy

develoment- Based on Aut0or6s revious researc0# t0is /or4 attemts to investigate t0e effects of Maslo/6s

0i 0 f d 0 i f d i t lt l 4 ti t t T0 t 4 ld .

mailto:[email protected]

mailto:[email protected]



0ierarc0y of needs on 0ousing references and on intercultural mar4eting strategy T0e current /or4 /ould .e

0ousing rovision and advised using Maslo/6s 0ierarc0y of needs in 0ousing design rocess- T0e aut0ors

.lamed modern life styles and related social facts for critical syc0oat0ological conse1uence called

9urootedness: in result of t0e lac4 of attention to 0uman motivations in t0e 0ousing rovision rocess-According to Zavei C usan 2@&@3# 0ouse 0as .ecome an economic roduct# and consideration of 0umanistic

asects of a living environment 0as gradually decreased 2ZAEI C U8A<# @&@3-

T0e reasons and conse1uences of ignoring t0ese factors in .uild environment design are s0o/n .elo/ 2Fig-3-



measure leads to formation a erfect and 0ealt0y man# t0/arting t0e resonse to t0ese needs leads to

syc0oat0ological results- Maslo/ 2"$&3 considered t0ese .asic needs as t0e origins of every 0umanistic

issue 2MA8*O# "$&3- As soon as a certain needs are gratified eole /ill asire to go u to uer level of cognitive needs- Zavei C usan 2@&@3 argued t0at understanding t0ese .asic needs is also vital in t0e conte7t of

roviding 0ousing 2ZAEI C U8A<# @&@3- 8everal studies investigated lin4 .et/een Maslo/6s 0ierarc0y of

needs and .uilt environment- Israel 2@&&!3 used 98ociogram e7ercise: tec0ni1ue .ased on Maslo/6s 0ierarc0y

of needs for dra/ing a ma of a user6s c0ild0ood living saces for identification of t0e c0aracter of a lace

from t0e users6 environmental roots and imagination 2I8RAE*# @&&!3- (o/ever# t0e tec0ni1ue 0ardly may .e

alica.le if t0e end users are not 4no/n suc0 as in mass 0ousing roects- Mc'ray and Day 2"$$3 suggested

t0at user6s satisfaction in a 0ouse deends on economic or social status# /0ic0 are 0ig0er syc0ological

e7ectations .ut ur.an u.lic 0ousing units can only rovide for t0e 0ysiological needs of t0e residents2MA''RA C DA# "$$3-

Ban0am 2@&&$3 and Oliver 2@&&%a3 suggested classification of residential saces into t0ree levels namely

s0elter# 0ouse# and 0omeG and a 0ome is muc0 more t0an a 0ysical structure# it reresents dee social

structures 2BA<(AM# @&&$3 2O*IER# T0e cultural conte7t of s0elter rovision# @&&%a3- Bac0elord 2""?3

argued t0at ersonal factors suc0 as intimacy# daydreams# imagination# and memories affect t0e esta.lis0ment

of a 0ome 2BA'(E*ARD# ""?3-

2 Problem Formulation

Indeed# /0ile s0elter rovides ust lace for slee and eat# 0ouse# as a lace for life sending additionally 0as to

rovide safety and functionality for routine c0ores- (ome# as a sym.ol of o/ner6s success# reresents o/ner6s

ID and social status- 8o# t0ese levels of residential sace corresond to levels of Maslo/6s yramid structure

/0ic0 can .e simlified to t0ree levels as 0ysiological needs# safety and .elonging needs and esteem and self=

actuali+ation needs



and rest of standard old mass 0ousing /it0 oor 1uality and functionality may .e attri.uted to 80elter-

'+ec0 0ousing stoc4 also includes )anela4s .loc4 mass 0ousing as 8oviet era 0eritage# small 0ousingconsisting of ust one room /it0out any .at0room andJor 4itc0en is 1uite common and clearly may .e classified

as 80elter-

80elter level of 0ousing may .e 0ardly found in Tur4ey# /it0 e7cetion of social 0ousing suc0 as 0omeless

s0elters and dormitories- T0e reason lays in 0istorical >overnment olicy and (ousing *a/- (istorically# t0ere

/as insufficiency of large=scale 0ousing roects in Tur4ey- A 4ey element in mass 0ousing develoment# Mass

(ousing *a/ /it0 (ousing Develoment Fund# /as effective ust a.out a decade since its first adatation in

"; and till maor economic and olitical c0allenges in ""!- 8mall constructors /ere more customers

oriented /it0 individual small=scale roects t0at allo/ed maintaining of traditional 0ousing style- 8o# 0ousing

in Tur4ey may .e divided into t/o categories# 8tandard and *u7ury-

Relating Maslo/6s statement to 0ousing mar4et# as soon as needs for 80elter are gratified 0ome users /ill

asire to go u to (ouse level of cognitive needs and after it to t0e 0ig0est level of needs# t0at is (ome- T0us#

every level of residential sace includes all lo/er levels as /ell- 8o# ric0 Russian customer .eside of under

floor 0eating system /ill still loo4 for small rooms and /ell=insulated lastic /indo/s in oosite to '+ec0

/0o /ill still refer /ooden /indo/s /it0 lenty of fres0 air and Tur4is0 /0o /ill still loo4 for /0ite tiles and

sacious rooms-

As it /as mentioned a.ove# Maslo/6s 0ierarc0y of needs is useful for customers6 segments definition and

segmental mar4eting strategy develoment- Mar4eting strategy includes /0ole mar4eting mi7 or ?)H )roduct#

)rice# )lace# and )romotion- (ousing mar4et 0as some uni1ue features li4e average rice for s1uare meter of

0ousing# /0ic0 is among main economic indicators of certain region /it0 e7cetion for lu7ury 0ousing- In

Tur4ey# lu7ury 0ousing differs from standard .y location# si+e and materials used- Also rices are relatively

lo/# Tur4is0 0ousing is relatively .ig# t0e smallest one consists at least of t/o rooms- *u7ury 0ousing in )rague

differs also mainl . location as t0e c0eaest )anela4s are sit ated in certain areas mainl in o ts4irts of t0e



!onclusion

As it is seen from t0e e7amles a.ove# Maslo/6s 0ierarc0y of needs /it0 culture in its .asis may .e useful for

imroving mar4eting strategy and t0us sales for different segments of mar4et- E7amles for 0ousing mar4et

clearly s0o/ differences in ercetion of ideal 0ousing and e7ectations of different segments of customers in

different cultures- Also uer level of needs includes lo/er levelsG segments of customers /it0 different needs

/it0in one culture differ significantly .y rice and lace of distri.ution- )roduct and romotion for different

segments 0ave common attri.utes .ut different e7ectations /it0in one culture# alying t0is 4no/ledge#

0o/ever# /ill result in otimal roduct and advertisement develoment /it0 lo/er costs and ossi.ility to sell

/it0 t0e 0ig0est ossi.le for t0e segment rice- Lno/ledge of cultural categories and needs of differentsegments in different cultures is .eneficial for international comanies t0at are common in multicultural EU-

Often constructors send money for unnecessary from cultural needs and e7ectations oint of vie/ elements

in t0e 0ouse# t0at increases costs and decreases rofits- For e7amle# one Tur4is0 lu7ury=0ousing constructor

used e7ensive solid /ood floor in t0eir lu7ury aartments in Istan.ul- (o/ever# /ooden floor is an attri.ute#

imortant for '+ec0 customers# and is not a decisive factor for Tur4is0- '0eaer tile floor /as going to 0ave

even more ositive effect on Tur4is0 customers as it s0o/s t0e lace more sacious and clean 2)ic 3-



U8A<- 2@&&3- Renovation for ersonali+ationH A develoment arm for sustaina.le 0ousing- 84udaiH UTM

ress-

MA''RA# C DA- 2"$$3- (ousing related values# asirations# satisfactions as indicators of 0ousing needs-

Family and consumer sciences researc0 ournal # 5 2?3# @??=@5?-

MA8*O- 2"$&3- Motivation and ersonality- <e/ or4H (arer and Ro/ -

<ORBER>=8'(U*Z- 2";53- T0e concet of d/ellingH On t0e /ay to figurative d/elling- MilanoH <e/ yor4H

Ri++oli International-

O*IER- 2@&&%3- Built to meet needsH 'ultural issues in vernacular arc0itecture- ItalyH Arc0itectural ress-

O*IER- 2@&&%a3- T0e cultural conte7t of s0elter rovision- In Oliver# Built to meet needsH 'ultural issues in

vernacular arc0itecture 2- ;5="$3- ItalyH Arc0itectural ress-

OZDEMIR- 2@&!3- Tell me your et0nicity and I /ill tell you /0at you areH 'ulture as a 4ey factor of creativity

in .usiness- International ournal of Lno/ledge# Innovation C Entrereneurs0i # 2=@3# ;5="; -

RA)O)ORT- 2@&&&3- T0eory# culture and 0ousing- (ousing# t0eory and society # $# ?5=%5 -

ZAEI# C U8A<- 2@&@3- E7loring (ousing Attri.utes 8election .ased on Maslo/6s (ierarc0y of <eeds -

)rocedia = 8ocial and Be0avioral 8ciences - ?@# - ! !"- MalaysiaH Elsevier-



Ta.le H *evels of residential sace 2Aut0or ela.oration# @&?3-

"e#els of cogniti#e needs "e#els of residential

s$ace

!%ech Re$ublic

&'ature(

)urke*

&!leanliness(

Russia

&+eat(

Market segment

+ome:

8ym.ol of success

A.stract ID 2*u7ury#

Elite renovation3

9Forest 0ouse:#

full natural vie/#glass /alls

'reative a.stract

image of cleanliness#

secial lig0ting

system# 0uge

0ouse /it0 lenty

of sacious rooms

Under floor

0eating system#sauna# firelace#

feat0er carets

(ig0 income

families and singles

2N@&K of

oulation3

@ +ouse:

'omfort# ractice

Family /ell.eing2estern=style#

'osmetic renovation3

)rivate 0ouse#garden# .ig

/indo/s#

firelace

8acious rooms#easy cleaning#

fe/ furniture#

lig0t=/ell# .ig

/indo/s#convenient

lum.ing

(ot /ater system#carets# lastic

/indo/s

*o/ and middleincome families

2N%&K of

oulation3

! ,welling

&Shelter(:

8urvival necessity

28tudio# 8tandard3

Fres0 air# /ood#trees

Tiles# /0ite#running /ater#se/age

(eat insulation#small room#source of 0eat

(omeless# lo/estincome families andsingles 2N@&K of

oulation3

residential choice in different countries: maslow and culture

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