Marketing Variables Influencing the Purchase of Plastic Building Products by Real Estate Developers in Bayelsa State

Filed in Articles by on October 19, 2020

Marketing Variables Influencing the Purchase of Plastic Building Products by Real Estate Developers in Bayelsa State.


This study was carried out to determine the marketing variables influencing the purchase of plastic building products by real estate developers in Bayelsa State.

Six research questions were developed and answered while three research hypotheses were also formulated and tested in line with the research questions. The study employed survey research design.

The population for the study was 1997 Engineers, Architects and Surveyors from east, west and central senatorial zones of Bayelsa State.

Proportionate random sampling technique was used to select 399 respondents that constitute the sample for the study. A 71-item structured questionnaire was developed as instrument for data collection.

The questionnaire was face validated by three experts; two from Department of Vocational Teacher Education, University of Nigeria Nsukkka and one from Department of Vocational Industrial Education, Niger Delta University, Wilberforce Island, Bayelsa State.

The reliability of the instrument was achieved using split half technique and Cronbach Alpha method in which on the average, the reliability coefficient for the six clusters was computed as 0.83.

The questionnaire was administered by the researcher with the help of three research assistants across the three senatorial zones in Bayelsa State. All the 399 questionnaire administered were retrieved representing 100% retrieval.

Frequency count, percentages and Mean were used in answering the research questions while the null hypotheses were tested using analysis of variance (ANOVA) at P ≤ 0.05 level of significance.

It was found out from the study that the purchase of plastic building products by real estate developers in Bayelsa state were influenced by marketing variables such as quality of the products.

The durability of the products relative to other close substitutes, affordable price of the products, constant availability of the products in the market, advertising and marketing promotion through relevant media and branding of plastic building products.


Marketing is a common phenomenon, but it is a very complex and elusive subject matter. It means different things to different people, and affects everyone.

Kotler and Keller (2006) defined marketing as getting the right goods and services to the right people at the right place, right time, right price, with the right communication and promotion.

Globally, marketing is considered from a broad-based context as a total system of interacting business activities designed to plan, price, promote and distribute want-satisfying products and services to present and potential customers (Osuala,1998).

The demand for want-satisfying plastic building products in Bayelsa State has enhanced development in the area of construction of buildings, roads and infrastructure with substantial improvement in people’s living standard and environmental awareness.

Osuala (2005) defined a variable as a quantity that may assume any one of a set of values; a quantity or property that varies. According to Ekerete (2003) marketing variables are those activities and events that enhance a change and can adapt to other conditions.


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CSN Team.

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