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Abstract(s)
Marketing é uma estratégia que busca adequar produtos e serviços às necessidades dos consumidores, através de campanhas publicitárias, pesquisa de mercado e afins. A construção civil é um mercado muito competitivo, e por isso o marketing imobiliário surge com o objetivo de cativar clientes através dos diferenciais que as empresas dessa área possuem em seus empreendimentos. Um conceito que é utilizado na atualidade como diferencial nos edifícios, e posteriormente na divulgação das mesmas, é de sustentabilidade. Sustentada nos pilares ambiental, social e econômico, edifícios sustentáveis que possuem menor consumo de energia que construções tradicionais e que utilizam materiais de baixo impacto ambiental, prezando pela segurança e conforto dos moradores, são uma alternativa para quem busca ser, cada vez mais, ecologicamente correto. Porém, como a teoria nem sempre é fiel à prática, o presente trabalho busca verificar quais características de um edifício são levadas em consideração por empresas e seus clientes nas negociações, e a importância da sustentabilidade nesse processo. A pesquisa foi aplicada na região de Trás-os-Montes, em Portugal, e no interior da região Sul do Brasil, com foco nos edifícios habitacionais de padrão médio, e com o objetivo de estabelecer uma relação entre a sustentabilidade e o marketing dos edifícios, e comparar como isso é executado nos dois países. Para tal fim, realizou-se uma pesquisa bibliográfica seguida da aplicação de um inquérito em empresas ligadas a construção civil. A partir das respostas, foram criados gráficos que mostram as diferenças entre as considerações das empresas e dos clientes, pela perspectiva das empresas, e principalmente o contraste entre Brasil e Portugal, deixando evidente a importância de divulgar e incentivar ainda mais os empreendimentos sustentáveis e o uso de ferramentas que analisem e certifiquem os edifícios.
Marketing is a strategy that seeks to adapt products and services to the needs of consumers, through advertising campaigns, market research and other ways. The civil construction is a very competitive market, and that's why the real estate marketing arises with the objective of attracting clients through the differentials that the companies in this area have in their enterprises. A concept that is used nowadays as a competitive edge in the building sites, and afterwards in their promotion, is the use of sustainability. Supported by environmental, social and economic pillars, sustainable building that have less energy consumption than traditional constructions and that uses materials of low environmental impact, regarding the safety and comfort of the residents, are an alternative for those who seek to be even more ecologically correct. However, as theory is not always faithful to practice, this paper seeks to verify which characteristics of a building are taken into consideration by companies and their clients in the negotiations, and the importance of sustainability in this process. The research was applied in the Trás-os-Montes region, in Portugal, and in the South region of Brazil, with a focus on medium standard housing buildings, with the objective of establishing a relationship between sustainability and the marketing behind it, and comparing how this is done in both countries. To accomplish this task, a bibliographic research was carried out, followed by the survey’s application on construction companies. From the answers, were created graphs that shows the differences between the companies and customers considerations, from the perspective of the companies, and especially taking into consideration the contrast between Brazil and Portugal, making clear the importance of disseminating and encouraging even more sustainable enterprises and the use of tools that analyze and certify the buildings.
Marketing is a strategy that seeks to adapt products and services to the needs of consumers, through advertising campaigns, market research and other ways. The civil construction is a very competitive market, and that's why the real estate marketing arises with the objective of attracting clients through the differentials that the companies in this area have in their enterprises. A concept that is used nowadays as a competitive edge in the building sites, and afterwards in their promotion, is the use of sustainability. Supported by environmental, social and economic pillars, sustainable building that have less energy consumption than traditional constructions and that uses materials of low environmental impact, regarding the safety and comfort of the residents, are an alternative for those who seek to be even more ecologically correct. However, as theory is not always faithful to practice, this paper seeks to verify which characteristics of a building are taken into consideration by companies and their clients in the negotiations, and the importance of sustainability in this process. The research was applied in the Trás-os-Montes region, in Portugal, and in the South region of Brazil, with a focus on medium standard housing buildings, with the objective of establishing a relationship between sustainability and the marketing behind it, and comparing how this is done in both countries. To accomplish this task, a bibliographic research was carried out, followed by the survey’s application on construction companies. From the answers, were created graphs that shows the differences between the companies and customers considerations, from the perspective of the companies, and especially taking into consideration the contrast between Brazil and Portugal, making clear the importance of disseminating and encouraging even more sustainable enterprises and the use of tools that analyze and certify the buildings.
Description
Mestrado de dupla diplomação com a UTFPR - Universidade Tecnológica Federal do Paraná
Keywords
Marketing imobiliário Sustentabilidade Construção civil Construções sustentáveis