DETERMINANTS OF MARKATING STRATEGIES EFFECTIVENESS: THE CASE OF YOTEK CONSTRUCTION PRIVATE LIMITED COMPANY

Abstract

Marketing is an exchange of economic and social structure people and groups satisfy their needs and wishes by constructing, supplying and interchanging of 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 quantitative research approaches and information gathered from both primary and secondary sources. It is made by taking samples of real estate customers in Yotek real-estate compound. The study was taken from Addis Ababa and a total of 120 questionnaires were distributed and 114were returned. But, during data cleaning 111 were valid and used for statistical analysis. The researcher applied descriptive statistics technique to analyze the data. The frequency, percentage, mean and standard deviation are made. This study tried to investigate the major factors that will influence the marketing strategy effectiveness of the industry. It was hypothesized in this study that quality of homes, price fairness, brand reliability, location convenience, and salesperson credibility significantly influence marketing effectiveness of the industry in Addis Ababa. The findings of the study showed that a positive and significant affect relationship between the dependent variable and all the independent variables.