Effects of Marketing Strategies on Growth of Registered Real Estate Firms in Nairobi County, Kenya.

The general objective of this study was to investigate the effects of marketing strategies on \ngrowth of real estate firms in Nairobi County. The study was therefore guided by the following \nspecific objectives: to establish how price as a marketing strategy affect the growth of real estate \nfirms in Nairobi County, to assess the effect of promotion strategy on the growth of real estate \nfirms in Nairobi County, to assess the effect of place on the growth of real estate firms "inNairobi \nCounty. The population of this study comprised of all real estate developers located in Nairobi \nCounty. Census method was used because the population was small and the firms were easily \nassessable. The researcher '~;seda questionnaire as a primary data collection instrument. The \nclosed and semi-closed questionnaire was used to collect data relating to the topic of study from \nthe 40 managers/ controllers within Nairobi County. The questionnaires composed of carefully \nconstructed questions to avoid ambiguity and in order to facilitate answers to all the research \nquestions. The questionnaires w..ere pre-tested in a pilot study through a sample of five real estate \nmanagers who were selected randomly to avoid respondent contamination. To ensure timely \ncollection of data, the researcher involved services of a research assistant. This research assistant \nwas identified and trained to equip him with the necessary skills prior to the actual data \ncollection. The study established that price is a major determinant of growth of real estate firms \nin Kenya. Others indicated that the meaning of price depends on the point of view of the buyer \n", \nand the seller. The study established thatthe location/place of operation determined the growth \nof real estate firms. The study revealed that production cost and demand condition was to a great \nextent. The study revealed that the location/place of operation determined the growth of real \nestate firms. The study also concluded that companies should adopt differentiation for different \nproducts or different customers need different promotional strategies. Further study should be \ncarried out incorporating the entire industry at the functional level and set within the context of \nthe overall corporate strategy. Further, it may be useful to carry out comparable studies from \nother institutions that have adopted different strategies.