Effect of Modern Marketing Practices on Performance of Real Estate Firms in Kenya

Peter Githae Muturi^1*, John Muturi Mwangi²  and Morris Irungu Kariuki³

Abstract

Use of modern marketing practices could empower real estate capabilities by creating new opportunities to advance service quality in reaction to unpredictable economic environment. Research show that adopting modern marketing practices is one of the most cost- effective control that a firm can implement. The need to link modern marketing practices with performance has become essential for firms desirous to achieve superior performance. However, there has been no rich literature linking the two. To better understand this relationship, this study was underpinned on market orientation theory and was also guided by a cross-sectional research design. Analyses were undertaken using a two-phase process that comprised of confirmatory measurement model and confirmatory structural model. The theoretical models and hypothesis in this paper were tested based on empirical data gathered from 138 respondents drawn from 69 real estate firms registered with Kenya Property Developers Association (KPDA). The results revealed that there was a positive and significant relationship between modern marketing practices and performance of real estate firms in Kenya. This study will enhance the skill on marketing set in Kenya’s real estate sector, by producing a more sustainable solution, as well as contributing to the open literature.

Keywords

online pricing guides; online referral system; real estate firms

Cite This Article

Muturi, P. G., Mwangi, J. M., Kariuki, M. I. (2021). Effect of Modern Marketing Practices on Performance of Real Estate Firms in Kenya. International Journal of Scientific Advances (IJSCIA), Volume 2| Issue 4: Jul-Aug 2021, Pages 487-492, URL: https://www.ijscia.com/wp-content/uploads/2021/07/Volume2-Issue4-Jul-Aug-No.115-487-492.pdf 

Volume 2 | Issue 4: Jul-Aug 2021