The study aimed to identify the role of understanding customer behavior from the perspective of marketing anthropology in enhancing the performance of real estate marketing activities in its various dimensions. To achieve the objectives of the study and address its problem, the descriptive-analytical approach was adopted to describe and analyze the data collected through a questionnaire as the main tool of the study. Several real estate companies in the Kurdistan Region were selected as the research field, and information was obtained from the responses provided by the employees of these companies, who constituted the study population. The total study population included 215 individuals, while the sample used for analysis consisted of 198 individuals.

The study reached several findings, the most important of which is the existence of a significant correlation and influence of understanding customer behavior from the perspective of marketing anthropology in enhancing the performance of real estate marketing activities. The key recommendations include: real estate companies should enhance their awareness of the cultural environment, which has a direct and strong influence on customer behavior. It is not enough to theoretically recognize the importance of this variable; rather, it should be translated into practical applications by training work teams to understand cultural diversity and employing specialists in this field. The study also recommends avoiding reliance on stereotypes when identifying the real estate needs of customers and replacing this with in-depth field research that takes into account the cultural and social specificities of each customer segment.

Originality: There is a need to conduct further in-depth academic studies on consumer behavior from the perspective of marketing anthropology, which is still in the research stage and requires much more study and analysis, as well as linking it to various fields in marketing management and business administration.