Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/220049
Title: PROMOTIONAL ACTIVITIES AND RELATED FACTORS ON CONDOMINIUM SALES
Authors: FOONG YI LING
Keywords: Real Estate
Lim Lan Yuan
2010/2011 RE
Issue Date: 12-Nov-2010
Citation: FOONG YI LING (2010-11-12). PROMOTIONAL ACTIVITIES AND RELATED FACTORS ON CONDOMINIUM SALES. ScholarBank@NUS Repository.
Abstract: The successful sale of a condominium project encompasses all aspects of marketing from product development to pricing and promotions. As each condominium development is unique and affixed to a location, the promotions function of the marketing mix can help a project stand out and increase its sales efficiency. This research seeks to examine the relationship between promotional activities and sales of condominium units from the developer’s point of view. In addition, it also gathers the views of condominium showroom visitors and real estate professionals on various features of condominium promotions. A survey with 197 respondents was conducted in various condominium showrooms across the island. Four recent fully sold condominiums, two mass market and two luxurious developments were also selected to be compared against each other for its promotional activities and sales. The results showed strongly that newspaper advertising and the word of mouth are the most favoured methods in a promotional strategy. The main finding of this research was, however, that product development is actually a more important consideration in condominium development as compared to the promotional mix strategy. This is supported by the four subject condominiums analysis where there is negative correlation between the amount of promotional mediums and sales performance because the products were not comparable in its location and development size. An important implication of this research is that it enables condominium developers to acquire a better understanding of the promotional activities which would affect condominium sales. This would allow them to formulate the right marketing and promotional strategies when developing a condominium project.
URI: https://scholarbank.nus.edu.sg/handle/10635/220049
Appears in Collections:Bachelor's Theses

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