Promotions Strategy and Customer Patronage for Real Estate Products in Federal Capital Territory Abuja

Abstract

Despite the high need for accommodation in the Federal Capital Territory Abuja, many residential houses are empty. The objective of this study is to identify the impact of Promotional tools on Customer patronage for residential real estate products in the Federal Capital Territory Abuja. to realize this objective, the survey research design was adopted. Primary data for this study was sourced from residents residing in two estates located within Apo District in Abuja.A structured questionnaire was distributed to a sample size of 82 obtained through Taro Yamen formula from a population of 103 residents residing in the selected estates. The respondents were reached through the Convenience sampling method. A combination of descriptive statistics and the Pearson Product Moment Correlation Coefficient were used to examine the respondent data and evaluate the hypothesis. The finding reveals that though Promotion tools of Advertising, Personal Selling, Sales Promotions and Social Media have significant impact on customer patronage for residential real estate products in the Federal Capital Territory Abuja, but Personal Selling and Social Media have greater impact. Based on the findings, the recommends that Real estate product sellers should emphasizes personal selling and social media promotion tools, so as to attract more customer patronage for residential real estate products in the Federal Capital Territory Abuja.