Ogbu, *Chukwuemeka Patrick
(2017)
Marketing Strategies And Performance Of Indigenous Construction
Firms In Nigeria.
Journal of Construction in Developing Countries , 22 (1).
pp. 1-19.
ISSN 1823-6499
Abstract
Despite increased competition, construction firms are generally known to be
lagging in the adoption of marketing strategies. The performance of indigenous construction
firms (ICFs) in Nigeria has been severally criticised without commensurate research efforts to
address the problem. This study focused on the influence of marketing strategies on the
performance levels of ICFs in South-South Nigeria. Study questionnaires were purposively
issued to CEOs and managers of ICFs (n = 87) in the research area. Maintaining a pool of
professionals to boost company image ( x = 3.79) ranks highest among the identified
marketing strategies. The Kruskal-Wallis H test of difference in the opinions of the different firm
groups showed that a significant difference exists in the frequency of use of the marketing
strategies by the different firm groups. A significant difference (p = 0.013) exists in the
frequency of use of the marketing strategies by average performers (mean rank = 57.84) and
high performers (mean rank = 78.03). The groups of marketing strategies that influence ICF
level of performance are third-party-based, client-based, firm-based, and publicity-based
strategies. Average-performer ICFs should make more frequent use of marketing strategies,
and the use of project performance-based marketing strategies by ICFs should be increased
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