Factors Influencing Marketing Effectiveness of the Real Estate Industry in Addis Ababa
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Date
2022-06
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Addis Ababa University
Abstract
The primary goal of this research is to look at the major aspects that impact the marketing effectiveness of real estate companies in Addis Ababa. The study used quantitative and qualitative research methods, as well as data from primary and secondary sources. It is produced by employing a stratified sampling approach to collect samples of real estate consumers from two pioneering and most experienced real estate businesses among the 380 operating in Addis Ababa. The study's representatives were taken from Addis Ababa, and 372 questionnaires were distributed, with 320 being returned. The researcher used descriptive and inferential statistics to examine it. Frequency, percentage, mean, standard deviation, and graphs are created. This study attempted to analyze the primary elements that impact the marketing effectiveness of the sector by building a conceptual model with six independent variables and one dependent variable. The result indicted that except quality of construction, the remaining determining variable were statistically significant and affect market effectiveness positively. Finally, the study recommended that, to stimulate housing demand, the government should continue to expand the real estate mortgage policy in Ethiopia, and it must increase chances for diasporas to invest in Ethiopia by providing incentives.
Keywords: Market Effectiveness, real estate, Macroeconomic, Natural, and Housing price