Data-Driven Segmentation of the Construction Products Market: A Practical Marketing Application Model

Nurida Mammadova

Abstract. The construction products market is usually managed through product categories such as cement, dry mixes, ceramic tiles, insulation, paints, pipes, timber, and finishing materials. However, this approach does not fully explain why different customers buy the same product for different reasons. A household renovator may search for a reliable price and simple advice, while a contractor may value delivery speed, credit terms, and stable stock availability. This article proposes a data-driven segmentation model for improving marketing decisions in the construction products market. The study uses a conceptual IMRAD design based on secondary literature, B2B marketing logic, and practical market observation. The proposed model combines transaction data, customer type, purchase frequency, project scale, technical requirements, and channel preference. The results identify five actionable segments and connect each segment with suitable product, pricing, channel, communication, and service decisions. The article argues that segmentation should not be treated as a one-time classification exercise. It should become a closed-loop management tool supported by customer relationship management, sales dashboards, feedback from sales teams, and periodic revision of segment profitability. The findings can help construction product distributors, manufacturers, and retailers build more precise offers, reduce marketing waste, and strengthen long-term customer loyalty.