The main buyer in the market of finishing materials are women

During the discussion "Brand architecture in the construction and finishing materials market", which took place as part of the MosBuild 2013 exhibition, a number of topics related to brand building and positioning features and the target audience of companies that produce and sell construction and finishing materials were raised. The main question asked by the forum participants was whether a construction brand can win the love and trust of the audience to the same extent as it does in other areas.

One of the most interesting problems raised by the participants was the problem of the target audience of products-the information that has long been known, but for many manufacturers it is still a complete surprise, that at the moment the leading role in choosing goods for finishing and repair is played not by men, but by women. It is worth noting that the direct purchase is still mainly engaged in men. However, according to LiveInternet's thematic statistics, in such market sectors as linoleum, laminate, doors, tiles - the ratio of men to women is approximately 47.4% and 52.6%, respectively.

The main proof of the importance of understanding this information is the fact that businesses that have already shifted their marketing campaigns from male to female audiences (primarily advertising messages, slogans, and packaging design) have achieved results that exceed all their expectations.

Thus, the speakers concluded that in order to develop the right strategy for promoting a company's product, it is necessary, first of all, to answer the question of who really is its consumer, that is, who makes the final decision on which product to give preference to.

During the discussion "Brand architecture in the construction and finishing materials market", which took place as part of the MosBuild 2013 exhibition, a number of topics related to brand building and positioning features and the target audience of companies that produce and sell construction and finishing materials were raised.