Appraising the effectiveness of the marketing approaches used by quantity surveying companies in Kano State

Abstract

Marketing has not been fully understood in the context of the construction industry. Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably. Marketing helps construction companies to differentiate themselves from their competitors and cultivate and keep clients, and thereby create competitive advantage. This paper therefore evaluates the effectiveness of the marketing strategies utilized by quantity surveying firms in Kano state. With the objectives of identifying the marketing strategies in quantity surveying services, assess the marketing strategies used in quantity surveying firms and to examine the effectiveness of these marketing strategies in Quantity surveying services. A survey questionnaire was carried out to quantity surveying firms in Kano State. The data was analyzed using descriptive statistics, comprising of tables, frequency, percentage, relative important index and mean score. The result revealed that the available marketing strategies for marketing professional are (product, price, place, process, people, physical evidence, mass, and concentrated) marketing strategies are quality of services, packaging, technology used, cost effectiveness, skimming, internet facilities, location of offices, multichannel, membership of association, current contract with certain client, brochures, management, organization culture, infrastructure, and service delivery. The study concluded that the effective strategies for Quantity surveying services in order of ranking are: Quality of services, Facilities, services delivery, Technology used, Membership of association, Organization, Management, Orientation, Cost effectiveness, Current contract with certain client, Infrastructure, Organization culture, Packaging, Design of service, Internet facilities, Conferences/seminars, Mass and Concentrated marketing strategies. It was however recommended that there should be a reorientation in quantity surveyor firms to make marketing a key management tool for the achievement of firm performance and The NIQS should re-examine its marketing related codes of conduct in order to remove possible impediments to effective marketing by its members.