The construction Decision Making Unit (DMU) is rather complex compared to other sectors due to a project team of different stakeholders involved in different phases and steps of a project cycle. With the changing dynamics of the construction sector, such as an increasing amount of contractor-led design & build projects, the role of contractors is becoming even more important. This is quite apparent in the H2 2020 results of USP Marketing Consultancy’s European Contractor Monitor, which focuses on the role of contractors in the construction DMU.
Contractors most influential in brand and material/product choice
When thinking about design process as well as building materials and products specification, the traditional tendency is to focus on architects and/or engineers. However, slowly but steadily growing construction trends are empowering the European contractors and increasing their influence in the full project cycle. Contractors see themselves as most influential in product and brand choice. More than 50% of contractors have a say in the design process, and more than 80% have the power to influence product or brand specifications.
The Marketing to Contractors & Housebuilders feature (which is sponsored by South East Construction Expo) in the Sectors section of our Directory provides an overview of the sector, including
details of its various media channels and events, together with access to our downloadable database of those with responsibility for procurement at key firms.
Developers are more influential in the final decision than non-developers
The increasing number of developer contractors, the type of contractors who are appointed to develop and carry out the full project cycle, enables a more integrated value chain which empowers the contractor even more in the decision-making process. Confirming this, contractors who are also developers indicated they are more influential in the final decision making than non-developers.
Click here for the full commentary and to access the full report.
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