Factors Influencing Marketing Effectiveness Of The Real Estate Industry In Addis Ababa
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Date
2018-06-14
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Addis Ababa University
Abstract
Real estate marketing is an exchange of economic and social structure people and groups satisfy their needs and wishes by constructing, supplying and interchanging real estate products and services. Thus, marketers of the industry should always understand the main factors that influence the real estate market. The main objective of this study is to investigate the key factors that influence the marketing effectiveness of the real estate companies operating in Addis Ababa. The study used both quantitative and qualitative research approaches and information gathered from both primary and secondary sources. It is made by taking samples of real estate customers from six pioneer and most experienced real estate companies selected among 380 operating in A.A using purposive sampling technique. The representatives of the study were taken from Addis Ababa and a total of 380 questionnaires were distributed and 365 were returned. But, during data cleaning 359 were valid and used for statistical analysis. And willing company managers from three of the selected companies are interviewed. The researcher applied descriptive statistics technique to analyze the data and data sorted coded, computed and analyzed using the statistical package for social science software (SPSS). The frequency, percentage, mean, standard deviation and graphic representations are made. By developing a conceptual model that contains five independent variables and one dependent variable this study tried to investigate the major factors that will influence the marketing effectiveness of the industry. It was hypothesized in this study that quality of homes, price fairness, brand reliability, location convenience, and sales person credibility significantly influence marketing effectiveness of the industry in Addis Ababa. The findings of the study showed that a positive and significant effect relationship between the dependent variable and all the independent variables
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Keywords
Real estate Marketing, Marketing Effectiveness, Brand