Application of Customer-Driven Marketing Strategies to Government Housing Development Programmes in Nigeria
Application of Customer-Driven Marketing Strategies to Government Housing Development Programmes in Nigeria.
ABSTRACT
This study assessed the extent of the application of customer-driven marketing strategies to government housing development programmes in Nigeria, with particular emphasis on the National Housing Fund (NHF) scheme.
The study objectives were to ascertain the adequacy of; (i) the application of market segmentation, targeting, differentiation and positioning by the NHF implementers, (ii) the consideration given to the inputs from the intended beneficiaries of the NHF scheme,
(iii) the promotional campaigns of the NHF scheme, (iv) the delivery channels of the NHF scheme and (v) the consideration given to the specific affordability needs of the intended beneficiaries in the NHF affordability criteria.
The study adopted the survey research method. Various offices of the Federal Mortgage Bank of Nigeria (FMBN), the implementers of the NHF scheme, were sampled. The Abuja Head Office of the FMBN, the zonal offices in Lagos, Port Harcourt, Ibadan and Enugu, as well as the 19 state/district offices in these zones were studied.
The study population comprised 201 management staff (all levels of management) in these offices. A census was carried out, considering the size of the population and the nature of the investigation.
Structured questionnaire and interview were used to collect data for this study. Analysis of variance (ANOVA) was used to test the formulated hypotheses.
The hypotheses tests gave rise to the following major findings; that the application of market segmentation, targeting, differentiation and positioning by the NHF implementers is not adequate (Fcal = 95.239, P = 0.000 < 0.05).
That the consideration given to the inputs from the intended beneficiaries of the NHF scheme is not adequate (Fcal = 116.009. P = 0.000 < 0.05).
INTODUCTION
The American Heritage Dictionary of English language (2009) defined housing as a building or other shelter in which people live. Throughout recorded history, mankind has been concerned with the provision of adequate shelter and the development of safe and comfortable physical environment in which to live.
Ademuliyi (2010) noted that housing is viewed world-wide as one of the basic necessities of life and a pre-requisite to survival of man (Onibokun, 1983; United Nations, 1992; Salau, 1990).
A house is a place which provides shelter, refuge, comfort, security, and dignity. The housing industry can be a stimulus to national economy (Onibokun, 1983).
A house also provides the physical framework in which human, social, economic, and cultural resources are realized, enriched and integrated. In the traditional African setting, in particular, housing is, in fact, one of the highly valued material properties.
This is due to the other functions that a house performs in the traditional society, such as the protection of family cohesion and values, taking care of the aged through the extended family system, and the protection of the ancestral values, among others.
Therefore, the importance of making available adequate housing in any country cannot be over-emphasized (Ademiluyi, 2010).
Sanusi (2003) noted that the housing sector plays a more important role in the country’s welfare than is always attributed to it, as it directly affects not only the growth of the citizenry, but also the growth of other sectors of the economy.
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CSN Team.
