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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