DOI: https://doi.org/10.36719/2706-6185/60/231-236
Behavioral Characteristics of Building Materials Consumers and Their Impact on Sales Strategies
Leyla Guluzade 
Abstract. Consumer behavior in the building materials market is shaped by factors such as product choice, price attitude, quality expectations, brand image, and trust in the seller. In this market, the decision-making process of buyers is more careful and responsible than in ordinary consumer products. Because building materials are purchased for long-term use, and their quality directly affects the durability, safety, and future operating costs of the building. Therefore, when choosing a product, buyers do not only base their decisions on the price factor, but also take into account the technical characteristics of the material, compliance with standards, warranty period, ease of use, and reviews of previous users.
In the building materials market, consumer decisions are seriously influenced by previous personal experience, recommendations from craftsmen and specialists, trust in well-known brands, advice given at the point of sale, and the form of product presentation. In particular, quality and reliability are considered one of the main criteria when choosing cement, concrete, reinforcement, insulation materials, paint, ceramics, and other construction products. Although some buyers prefer a more affordable price, they are willing to spend more on a quality product in terms of long-term use and reduced repair costs.
In this regard, the sales strategies of enterprises selling building materials should be built in accordance with consumer behavior. The correct formation of the product range, the determination of the pricing policy in accordance with market demand, the application of discount and campaign mechanisms, the provision of professional consulting services and the provision of after-sales support are among the main factors that increase customer satisfaction. In a competitive market environment, enterprises should not be satisfied with just selling products, but should strive to create a trusting relationship with the buyer. Proper study of consumer needs creates conditions for increasing sales volumes, strengthening customer loyalty and ensuring a stable position of the enterprise in the market.
Keywords: building materials, consumer behavior, sales strategy, customer satisfaction, competitive environment