ABSTRACT

This project examines Effects of sales promotion on marketing of real estate in Nigeria, with reference to Federal Housing Authority. In order to achieve the objective, two specific objectives, two research questions and two hypothesis were raised. Frequencies and percentages were used in presentation of personal data and answering research questions. A probability sampling technique was adopted as it ensures equal chance for all elements. A total of one hundred and fifty (150) questionnaires were administered, but only eighty (80) were returned. This means that approximately 81 % of the administered questionnaires were retrieved. Statistical tools such as correlation, regression and analysis of variance were employed for this study using statistical package for social scientist (SPSS) while Frequency distribution table were used in the analysis and presentation of socio-demographic data of the respondents. Regression analysis was used in order to estimate the effect of some independent variables on the dependent variable were used to text the two hypotheses. l Based on the responses elicited by the respondent and the result from the two tested hypothesis, it was established that There is no significance relationship between sales promotional tools and strategy in marketing of real estate and also that There is no significance relationship between Estate Surveying adoption and sealing real estate market. The findings also revealed that there is The study found that there is no relationship between sales promotional tools and strategy in marketing of real estate with a value r = 0.592 which signifies that change in Sales promotional tools really cause change strategy in marketing of real estate to a large extent as well as  Sales promotional tools does not have any effect on strategy in marketing of real estate. 47.6% of the variation recorded in real estate is accounted for by the promotional tools. In conclusion, the business world today is a world of competition. A business cannot survive if its products do not sell in the market. Thus, sales promotion has to be undertaken to increase sales. From these literatures, sales promotion can help you provide information to potential customers that aid them in making a decision.

TABLE OF CONTENTS

Title page                                                                                                                   i

Certification                                                                                                              ii

Dedication                                                                                                                 iii

Declaration                                                                                                               iv

Acknowledgement                                                                                                   v

Abstract                                                                                                                     vi

Contents                                                                                                                    vii-x

CHAPTER ONE:  INTRODUCTION

1.1       Background information                                                                             1-5

1.2       Statement of the problem                                                                            5-7

1.3 .     Objectives of the study                                                                               7

1.4       Research Questions                                                                                                7

1.5       Research Hypotheses                                                                                  7

1.6       Scope of the study.                                                                                     8

1.7       Limitations of the study                                                                             8-9

1.8       Operational Definition of Terms                                                               9-10

CHAPTER TWO: LITER ATURE REVIEW

2.0       Introduction                                                                                                  11

2.1       Conceptual Review                                                                                      11-13

2.2     General Marketing                                                                                        13-15

2.3     Estate Marketing Practices                                                                           15-18 

2.4     Challenges of Estate Marketing                                                                  18-20

2.5     Measures Against the Challenges of Estate Marketing                           20-22 

2.6       Attributes Required for Estate Marketing                                                            22-23

2.7       Empirical Studies on Estate Marketing                                                    23-26

2.8       Conceptual framework                                                                                26

2.8.1   Sales Promotion Tools                                                                                27-30

2.8.2   Sales Promotion Strategies                                                                         30-32

2.8.3   Factors influencing sales promotion                                                         32-34

2.8.4   Dependent Variable (Real Estate Market)                                                           34-36

2.9       Brief History of Federal Housing Authority in Nigeria                                     36-38

2.10    Summary                                                                                                       38

CHAPTER THREE:  RESEARCH METHODS

3.0       Introduction                                                                                                  39

3.1       Research Design                                                                                           39

3.2       Study Population                                                                                          40

3.3       Sample Size and Sampling Techniques                                                    40

3.4       Sources Of Data Collection                                                                                    40

3.5       Instrument Of Data Collection                                                                   41

3.6       Method Of Data Analysis                                                                           41

3.7       Validity And Reliability Of Research Instrument                                   41-42

CHAPTER FOUR:  DATA ANALYSIS AND INTERPRETATION

4.0       Introduction                                                                                                  43

4.1       Demographic Information of Respondents                                              44-45

4.1       Analysis of Respondents’ Bio data                                                           45-47

4.2       Analyses of Respondents’ Responses                                                      48-56

4.3       Hypotheses Testing                                                                                     56-63

4.4       Discussion of Findings                                                                                63-64

CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.1       Introduction                                                                                                  65

5.2       Summary                                                                                                       65-66

5.3       Conclusion                                                                                                    66-68

5.4       Recommendations                                                                                       68-69

5.5       Suggestions  for  Further  Study                                                                 69-70

References                                                                                                    71-72

Appendix                                                                                                       73

TABLES

Table 3.1: Descriptive Statistics                                                                                     44

Table 3.2: Gender                                                                                                                     45

Table 3.3: Age of the respondents                                                                                             46

Table 3.4: Educational level of respondents                                                                               46

Table 3.5: Work experience of the respondents                                                             47

Table 3.6:  Department in organization                                                                           47

Table 4: There is force in sale promotional tools in real estate marketing                                     48

Table 5: There are Deemed Appropriate Tool for Enhancing Effectiveness of

   Sales Promotion                                                                                                        48

Table 6: Would you rate your level of satisfaction with sales promotion strategies

   used in real estate marketing                                                                           49

Table 7: Considering all the quality of sales promotion in real estate

   marketing, is it promotional tools                                                                                50

Table 8: Sales promotions strategy is being practiced in real estate marketing                 50

Table 9: There is marketing strategy for sales of real estate                                                         51

Table 10: There is great quality tool in real estate marketing in  Federal Housing

    Authority                                                                                                                  52

Table11: Marketing of Federal Housing Authority affect real estate marketing                52

Table 12: There is endorsement  for effective real estate marketing                                 53

Table 13: Effectiveness of good marketing multiplies  Federal Housing Authority

     in real estate marketing                                                                                             54

Table 14: The adoption of estate survey on different strategies seals real estate deals      54

Table 15: Surveying adoption of real estate strategies impair the effectiveness of

     Marketing                                                                                                                55

Table 16: Real  estate survey aids different strategies in sales promotion                                     55

Table 17: Federal Housing Authority improve sales promotion in real estate                   56

FIGURES

Fig 2.1: Relationship between variables                                                                         26

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