Caracterização da produção científica sobre apo como uma ferramenta auxiliar de marketing para produtos imobiliários

Abstract

In civil construction sector, knowing the customer’s requirements do not refer to a simple reach activity, once there is no contact with end customers in most of processes that involve the development of real estate products. With the purpoose of offering greater efficiency to meet needs and requirements of real estate clients, this paper proposes a bibliometric study of “avaliação pós-ocupação” (apo) or post-occupancy evaluation (poe) published in the “encontro nacional de tecnologia do ambiente construído” (entac), a biennial meeting, between the years 2008 and 2016. Through this study, the attributes most valued by customers were identified in order to format real estate products according to customer needs or demands, providing improvements in these products development and in their sales, acting as an auxiliary marketing tool. Among the attributes analyzed, it was possible to know, for example, themes, techniques and environments that are most studied in poe publications. All papers that have the acronym “apo” in title or in keywords were studied between the years cited. At the end of the research, 112 papers were identified and analyzed.