Incorporating environmental elements in property marketing strategy in Kuala Lumpur

Ullah, Md Amanat (2016) Incorporating environmental elements in property marketing strategy in Kuala Lumpur. Doctoral thesis, Universiti Tun Hussein Onn Malaysia.

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Abstract

Half of the world population all over the countries reside in the cities. By 2050, the world proportion is likely to reach 75%. Malaysia is an urban society with majority people of the country approximately 70% living in the cities. The high demand of accommodation in the cities, and many developers supply the housing unit through condominium complex to fulfil the requirement of accommodation. Every day the number of condominium is increasing in Kuala Lumpur city. The natural green environment is decreasing with destructive impact on physical, mental illness and many problems among the people reside in the city compare to the rural. The modern developers in Kuala Lumpur facing difficulties to influence the target customers due to the lack of green environmental elements in a housing project and marketing strategy are one of the great problems to achieve the high performance of sales. Therefore, incorporate of important environmental elements in a housing project and marketing strategy to achieve the high performance of sales. The level of importance evaluates through quantitative research method with five (5) points Likert types scale. The data collected from Kuala Lumpur city area among condominium users, tenant, owner, management team and developers employees including marketing staff, managers, sales staff, and sales agents altogether 509 respondent. More than 85% respondents are agreed the environmental elements are very important at the condominium complex to have a healthy city life, and it strongly influences customers to buy or rent the apartment units. The green marketing is acting as a mediation to contribute the high performance of sales. As a result, less or no difficulty to reach the high performance of sales. In conclusion, those project has the most demanding environmental elements are more successful projects, compare to less or non-existing environmental facilities projects in Kuala Lumpur, Malaysia.

Item Type: Thesis (Doctoral)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Technology Management and Business > Department of Construction Management
Depositing User: Miss Afiqah Faiqah Mohd Hafiz
Date Deposited: 30 Aug 2021 07:51
Last Modified: 30 Aug 2021 07:51
URI: http://eprints.uthm.edu.my/id/eprint/758

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