Optimization of Segmentation in the Construction Products Market and Improvement of Marketing Applications
Nurida Mammadova 
Abstract. The article aims to justify an optimized approach to market segmentation in the construction products market based on project type, purchasing behavior, logistics needs, quality expectations, digital traces and customer value indicators. The study is organized according in the scientific structure and uses recent academic literature, official statistics and an applied segment scoring model. The findings show that large projects, construction companies, craftsman-retail networks, premium renovation clients and regional markets cannot be managed through the same sales message. Each segment requires a differentiated value proposition, channel strategy, CRM label and KPI system. The proposed model offers a practical framework for construction product manufacturers and distributors to allocate marketing budgets more efficiently, improve sales arguments and increase customer retention. The fact that the construction sector in Azerbaijan is monitored as a separate direction in official statistical indicators, the dynamics of industrial production and investment in fixed capital make it relevant to manage the construction products market more systematically in terms of marketing.
Keywords: construction products, market segmentation, marketing strategy, B2B sales, CRM, value proposition, optimization