Human Factor Based Conceptual Framework for Construction Business Marketing

Abstract

The absence of human related factors in extant construction marketing frameworks appears to have limited their applicability to construction marketing management. This paper identifies and examines human related factors relevant to construction marketing to shows why they are critical success factors for marketing in construction. This paper seeks to bridge the human factor gaps in extant construction marketing frameworks by merging human related factors which are marketing acceptance and behaviour toward marketing to existing frameworks which are predominantly strategic management factors as a compliment. The paper adopts a descriptive research design which is supplemented with literature review as the method to identify and summarize the factors to show the gaps in existing knowledge on the subject. It was found that the resultant framework is a conglomerate of factors that contribute to existing frameworks to improve upon the gaps inherent in construction marketing. This amalgamated framework is adequate in addressing challenges with existing construction marketing frameworks. Construction marketing researchers will find this framework useful in examining human factor related aspects of construction marketing.