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INCORPORATING ENVIRONMENTAL ELEMENTS IN PROPERTY
MARKETING STRATEGY IN KUALA LUMPUR
MD AMANAT ULLAH
The thesis submitted to
fulfill the requirement for the award of the
Doctor of Philosophy (PhD)
Faculty of Technology Management and Business
University Tun Hussein Onn Malaysia
AUGUST 2016
v
DEDICATION
In the name of most merciful and loving Allah S.W.T and highest appreciations be upon
Him. This thesis is dedicated to almighty of Allah S.W.T and my admire parents, Haji
Mawlana Mohammed Ismail Bin Mohammed Sakahwat Hussein and Hajjah Rowshon
Ara Binti Mawlana Noor Mohammed, and my maternal uncle Dr, Ma’sum Billah Bin
Mawlana Noor Mohammed, who have supported me to start the journey of education in
my life. It is also dedicated to my beloved wife Mrs, Sadia Binti Mawlan Azizur
Rahaman Siddiqui, younger brother Mohoammed Zahidul Islam, sister Mrs, Romiza
Akter Hawoah and Mrs, Salma, nieces, nephews and my children who have makes me
happy in the way of my PhD research in Malaysia.
vi
ACKNOWLEDGMENTS
This research would not be a success without many people; they contribute a lot to touch
the success point. Such as one of the most admire and highest distinguished Associate
Professor Dr. Seow Ta Wee, supervise me always on the right track with best
approaches as a friendly, uncountable thanks for him until the end of the day of my life.
It is mentionable that, there are two kinds of people existing in the world they always do
the best wishes to others more than him / herself. The first category is an ideal teacher
they want his or her student would be better than him or herself in the academic career
and spiritual character and many aspects. The following type of people is the most
honorable parents they want their children would be better than themselves in all aspects
of life. I have to declare strongly that, I am the luckiest Ph.D. student to get that
supervisor / teacher and parents. That is why the greatest thankful to almighty of Allah
Suba-Hanahu-Ta’lah and the University Tun Hussein Onn Malaysia UTHM.
Also thankful for my internal examiners in the faculty of Technology management and
Business UTHM, they had correct me to set up the framework, theories, questioners and
sampling. I would grateful to them for valuable advice, research instruction and valuable
time that was very important for my study of PhD.
And thanks to all of the admin staff of Department of Construction Management and at
Faculty of Technology Management and Business, they did not forget me to inform the
most important seminar, conference, workshop etc. It has to mention the moral support
that I have got from my colleagues at University Tun Hussein Onn Malaysia.
Finally, Dean and Head of Department who has always offered guidance and support. I
have to be grateful to the University Tun Hussein Onn Malaysia for the financial support
to pay the tuition fees and other support. The International Office of UTHM Staff they
support me for the visa and other legal issues during my study in Malaysia.
vii
ABSTRACT
Half of the world population all over the countries reside in the cities. By 2050, the
world proportion is likely to reach 75%. Malaysia is an urban society with majority
people of the country approximately 70% living in the cities. The high demand of
accommodation in the cities, and many developers supply the housing unit through
condominium complex to fulfil the requirement of accommodation. Every day the
number of condominium is increasing in Kuala Lumpur city. The natural green
environment is decreasing with destructive impact on physical, mental illness and many
problems among the people reside in the city compare to the rural. The modern
developers in Kuala Lumpur facing difficulties to influence the target customers due to
the lack of green environmental elements in a housing project and marketing strategy are
one of the great problems to achieve the high performance of sales. Therefore,
incorporate of important environmental elements in a housing project and marketing
strategy to achieve the high performance of sales. The level of importance evaluates
through quantitative research method with five (5) points Likert types scale. The data
collected from Kuala Lumpur city area among condominium users, tenant, owner,
management team and developers employees including marketing staff, managers, sales
staff, and sales agents altogether 509 respondent. More than 85% respondents are agreed
the environmental elements are very important at the condominium complex to have a
healthy city life, and it strongly influences customers to buy or rent the apartment units.
The green marketing is acting as a mediation to contribute the high performance of sales.
As a result, less or no difficulty to reach the high performance of sales. In conclusion,
those project has the most demanding environmental elements are more successful
projects, compare to less or non-existing environmental facilities projects in Kuala
Lumpur, Malaysia.
viii
ABSTRAK
Setengah daripada populasi dunia direkodkan telah menetap di kawasan bandar.
Menjelang tahun 2050, populasi dunia yang bermastautin di bandar dijangka akan
mencecah 75%. Majoriti masyarakat Malaysia iaitu 70% daripada jumlah populasi
penduduknya tinggal di bandar. Hasil daripada permintaan penempatan di bandar, ramai
pemaju membekalkan kondominium untuk memenuhi keperluan penginapan tersebut.
Setiap hari bilangan kondominium semakin meningkat di bandar Kuala Lumpur.
Persekitaran semula jadi yang hijau semakin berkurangan dan ini memberi kesan besar
kepada kesihatan mental dan fizikal masyarakat yang berada di persekitaran bandar.
Pemaju moden di Kuala Lumpur menghadapi kesukaran untuk mempengaruhi
pelanggan oleh kerana masalah alam sekitar yang hijau dalam projek perumahan dan
strategi pemasaran merupakan salah satu cara untuk menanganinya bagi mencapai
prestasi yang tinggi dalam jualan. Oleh yang demikian, penggabungan unsur-unsur alam
sekitar penting dalam projek perumahan dan startegi pemasaran untuk mencapai prestasi
jualan yang tinggi. Tingkat kepentingan diperiksa melalui kaedah kuantitatif yang
menggunakan kaedah skala likert berskala lima (5) mata. Pengumpulan data dilakukan
di kawasan perumahan kondomium Kuala Lumpur yang melibatkan 509 responden yang
terdiri daripada pengguna kondominium, penyewa, pemilik rumah, kumpulan
pengurusan kondominium dan pekerja pemaju perumahan termasuk staf pemasaran,
pengurus, staf jualan dan agen jualan. Lebih 85% responden bersetuju bahawa elemen
persekitaram sangat penting di kompleks kondominium untuk kesihatan yang sihat dan
ia secara langsung dapat mempengaruhi pelanggan untuk membeli dan menyewa rumah
tersebut. Pemasaran hijau bertindak sebagai ‘mediation’ yang menyumbang kepada
prestasi jualan yang tinggi. Hasil daripada itu, tiada kesukaran untuk mencapai prestasi
yang tinggi jualan. Kesimpulannya projek yang menitikberatkan elemen alam sekitar
jelas lebih tinggi permintaannya jika dibandingkan dengan projek yang sebaliknya di
Kuala Lumpur, Malaysia.
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TABLE OF CONTENTS
TITLE i
DECLARATION ii
DEDICATION iii
ACKNOWLEDGMENT iv
ABSTRACT v
ABSTRAK vi
TABLE OF CONTENTS vii
LIST OF FIGURES xiv
LIST OF TABLES xviii
LIST OF ABBREVIATIONS xx
LIST OF APPENDICES xiv
CHAPTER 1 INTRODUCTION 1
1.1 Introduction 1
1.2 Research Background 2
1.3 Research Problem 5
1.4 Research Purpose 7
1.5 Research Questions 8
1.6 Resesarch Objectives 8
1.7 Aim of the study 9
1.8 Scope of the study 9
1.9 Significance of the study 10
1.10 Conclusion 11
x
CHAPTER 2 LITERATURE REVIEW 12
2.1 Introduction 12
2.2 Definition of Marketing 13
2.3 Definition of Strategic Marketing 15
2.4 Elements of Strategic Marketing 16
2.4.1 Product (Condominium Complex) 18
2.4.1.1 Production Model 19
2.4.1.2 New Product (Project) Development 19
2.4.1.3 Variety of Product (House) 20
2.4.1.4 The Quality & Design of Condominium 21
2.4.1.5 Packaging and Decoration 21
2.4.1.6 Brand Name of the Product 22
2.4.2 Price (Value of Unit) 22
2.4.2.1 Base price 24
2.4.2.2 Promotional Price 25
2.4.2.3 Discount Pricing 25
2.4.2.4 The Pricing Model 26
2.4.3 Place of housing complex (Location) 27
2.4.3.1 Distribution of Product 29
2.4.3.2 Public Relation 31
2.4.4 Promotional Activities 32
2.4.4.1 Promotional Planning 33
2.4.4.2 Advertising 34
2.4.4.3 Pre Product Advertising 35
2.4.4.4 Post Product Advertising 36
2.4.4.5 Green Advertising 36
2.5 Influence of Strategic Marketing on sales 37
2.5.1 Beauty of Project Influence to Buy 38
2.5.1.1 The project design and layout Influence to Buy 39
2.5.1.2 Green Environment Influence to Purchase 40
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2.5.1.3 Internal Quality of Housing Influence to Buy 40
2.5.1.4 Internal Facilities Influence to Buy 41
2.5.2 Strategic Pricing Influence to Buy 42
2.5.2.1 Mortgage Facilities from the Bank 43
2.5.3 Strategic Location Influence to Buy 43
2.5.4 Strategic Promotion Influence to Buy 44
2.5.4.1 Push Selling 44
2.5.4.2 Pull Selling 45
2.6 Green Marketing for Housing 45
2.6.1 Owner / Vendor of Property 47
2.6.2 Green Product in Marketing Strategy 47
2.6.3 Green Environmental Elements in Marketing Strategy 48
2.6.4 Property with Green Environment 49
2.6.5 Purchase Power (Pricing) 50
2.6.6 Target Customers 51
2.6.7 Total Processing of Dealings 53
2.6.8 Purchaser 54
2.7 Definition of Environment 54
2.7.1 Definition of Green Environment 55
2.7.2 Definition of Housing Environment 56
2.7.3 Environmental Architect of Housing 57
2.7.4 Environmental Architect of Housing in Commercial View 59
2.8 The Environmental Elements at Condominium Complex 60
2.8.1 Classification of Environmental Elements 61
2.8.1.1 Natural Green Environmental Elements 61
2.8.1.1.1 The Green Trees and Grass 62
2.8.1.1.2 The Natural Viewpoint and Sky View 63
2.8.1.1.3 The Parkland and Garden 63
2.8.1.1.4 The Lake 63
2.8.1.2 Entertainment Environmental Elements 64
2.8.1.2.1 The Swimming Pool and Children Pool 64
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2.8.1.2.2 The Children Playground 65
2.8.1.2.3 Tennis Court and Squash Court 65
2.8.1.2.4 Function Room and Barbecue Pit Facilities 66
2.8.1.3 Health & Safety Environmental Elements 66
2.8.1.3.1 24-hour security and CC TV 67
2.8.1.3.2 Gymnasium Facility 67
2.8.1.3.3 Smoke detector and Alarm system 68
2.8.1.3.4 Care Park Building 68
2.9 Influence of Environmental Elements in Marketing Strategy for
Performance of Sells 69
2.9.1 Natural Environment Influence Marketing Strategy for
Performance of Sells 70
2.9.1.1 Natural Environment Influence Product and
Performance of Sells 70
2.9.1.2 Natural Environment influence Price and
Performance of Sells 71
2.9.1.3 Natural Environment influence Place and
Performance of Sells 71
2.9.1.4 Natural Environment influence Promotion and
Performance of Sells 72
2.9.2 Entertainment Facilities influence Marketing Strategy for
Performance of Sells 72
2.9.2.1 Entertainment Facilities influence Products and
Performance of Sells 73
2.9.2.2 Entertainment Facilities influence Price and
Performance of Sells 73
2.9.2.3 Entertainment Facilities Influence Place and
Performance of Sells 74
2.9.2.4 Entertainment Facilities influence Promotion and
Performance of Sells 74
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2.9.3 Health and Safety influence Marketing Strategy for Performance
of Sells 75
2.9.3.1 Health and Safety influence Products and
Performance of Sells 76
2.9.3.2 Health and Safety influence Price and Performance
of Sells 77
2.9.3.3 Health and Safety influence Place and Performance
of Sells 77
2.9.3.4 Health and Safety influence Promotion and
Performance of Sells 78
2.10 Theoretical Framework 78
2.10.1 Environmental Element in Project and Impact on Sells 80
2.10.2 Lack of Environmental Element in Project and Impact on Sells81
2.10.3 Lack of Environmental Element in Marketing Strategy and Impact
on Sells 82
2.11 Property Marketing Model 83
2.11.1 Solution 84
2.11.2 Information 85
2.11.3 Value 86
2.11.4 Access 88
2.11.5 SIVA Marketing and Impact on Target Sales 89
2.12 Property Valuation Theory 89
2.12.1 Natural Environmental Elements 90
2.12.2 Entertainment Environmental Element 90
2.12.3 Health and Safety Environment Elements 90
2.13 Deification of Success 91
2.13.1 Better Performance of Sells for Few Projects 91
2.14 Key Success Factors for Housing Project 92
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2.15 Theoretical Problems and Strategic Solution 97
2.15.1 The Problems for SIVA Marketing Model 97
2.15.2 The Problems for Property Valuation Theory 97
2.15.3 The Problems for Success Theory 98
2.15.4 The Solution for the Gaps of theories 98
2.16 Conclusion 99
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 100
3.1 Introduction 100
3.2 Research Philosophy 100
3.2.1 Ontology 102
3.2.2 Objectivism 102
3.2.3 Subjectivism 102
3.3 Research Design 103
3.3 .1 The Research Flow 104
3.3.2 Selection of Respondents 106
3.3.3 Research Instrument 106
3.4 Research Methods 107
3.4.1 Quantitative Research Approach 107
3.4.2 The Validation of Quantitative Research Approach 108
3.5 Methods of Data Collection 108
3.5.1 The Survey Method 109
3.6 Instrument of Data Collection 109
3.6.1 Closed-Ended Question 109
3.6.2 Development of Questioner 110
3.7 Identify the Population and Sampling 111
3.7.1 Selection of Sample and Sample Size 112
3.7.2 Simple Random Sampling 113
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3.8 Pilot Study 114
3.8.1 The Reliability Test 115
3.9 Respondents of the Research 116
3.10 Normality Test 119
3.11 Data Analysis 120
3.11.1 Descriptive Analysis 120
3.11.2 Regression Process Analysis 121
3.11.3 The Sobel Test 121
3.11.4 The ANOVA Analysis 122
3.12 Conclusion 123
CHAPTER 4 THE MOST SIGNIFICANT ENVIRONMENTAL ELEMENTS
AT COMPLEX CONDOMINIUM AND THE INFLUENCE IN
MARKETING STRATEGY WITH DISCUSSION 124
4.1 Introduction 124
4.2 The Demographic Analysis 124
4.2.1 The Ethnic Group Analysis 125
4.2.2 The Education Level of Respondent 126
4.2.3 Household Monthly Income of Respondent 128
4.3 Important Environmental Elements at Apartment Complex 129
4.4 The Groups of Environmental Elements at
Condominium Complex 130
4.4.1 Natural Environmental Elements 130
4.4.2 Entertainment Elements 132
4.4.3 Health & Safety Elements 134
4.4.4 Overall Environmental Elements 136
4.4.5 The Discussion for Objective One 139
xvi
4.5 Influence of the Environmental Elements in Marketing Strategy 140
4.5.1 Influence of Natural Environmental Elements in
Marketing Strategy 140
4.5.2 Influence of Entertainment Elements in
Marketing Strategy 142
4.5.3 Influence of Health & Safety Elements in
Marketing Strategy 144
4.5.4 Influence Level of All Environmental
Elements in Marketing Strategy 146
4.5.5 The Discussion for Objective Two 149
4.6 Conclusion 151
CHAPTER 5 THE INFLUENCE OF GREEN MARKETING ON
PERFORMANCE OF SALES AND DEVELOPMENT
OF FRAMEWORK WITH DISCUSSION 152
5.1 Introduction 152
5.2 The Influence of Green Marketing Strategy on Target Sales 153
5.2.1 Product Influence by Green Environment on Target Sale 153
5.2.2 Price and Promotion Influence by
Green Facilities on Target Sale 156
5.2.3 Place Influence by Green Environment on Target Sale 158
5.2.4 Influences of Green Marketing on Target Sales 160
5.2.5 The Discussion for Objective Three 163
xvii
5.3 Influence of Environment & Marketing
Strategy on Performance of Sales 167
5.3.1 The Outcome of Model Summary in
Between (X) EE and (M1,2,&3) MS 169
5.3.2 The Outcome of Sales Performance by
Both (X) EE and (M) MS (4Ps) 171
5.3.3 Outcome of Sales Performance (PRSL) by
Environmental Elements (EE) 172
5.3.4 The Total Performance of Sales (PRSL) by
Environmental Element (EE) 173
5.3.5 Outcome of Model Tests for Indirect Effect 174
5.3.6 Outcome of the Confidence on Theory 176
5.3.7 The Regression Analysis for Performance of
Sale with Mediator 177
5.3.8 The Discussion for Objective Four 178
5.3.8.1 Influence of Environmental Elements and
Marketing Strategy on Sales 179
5.3.8.2 The Performance of Sales (PRSL) by
Environmental Elements (EE) 180
5.3.8.3 The Performance of Sales (PRSL) by
Green Marketing Strategy (MS) 181
5.4 Framework Development of the Housing Property Business 182
5.4.1 The Developed a Property Marketing
Framework of this Study 183
5.4.2 The First Stage of Framework Development
in Environmental Elements 185
5.4.3 The Second Stage of Framework Development
in Marketing Strategy 186
5.4.4 The Third Stage of Framework Development
in Success of Target Sales 187
5.5 The city of Kuala Lumpur 187
5.6 Conclusion 189
xviii
CHAPTER 6 SUMMARY IMPLICATIONS AND CONCLUSIONS 191
6.1 Introduction 191
6.2 Summary 191
6.3 Implications 194
6.3.1 Suggestions for the Developers 194
6.3.2 Suggestions for the Sales and Marketing Team 196
6.4 Theoretical Implications 196
6.4.1 Implications for Practice 197
6.5 Research Contribution 199
6.5.1 Contribution to the Housing Industry 199
6.6 Areas for Further Research 200
6.7 Conclusion 200
REFERENCES 202
LIST OF FIGURES
1.1 The average daily temperature in Kuala Lumpur
1.2 A: The Natural Environment to Attract the Clientele Green Environmental
1.2.B: The natural environment elements using at the housing complex
2.4: Elements of marketing strategy
2.4.1.5 Packing and decorating of the product.1, who does enter water 2, the report of
damages 3, the solution
xix
2.4.2: The housing price since 2001 to 2012
2.4.3: The Project location and Marketplace to Sales
2.4.3.A The Marketplace for Property Sales and Individual Effect.
2.4.4: Promotion and distribution of property
2.4.3: Pre product advertising
2.5: Housing Loan 2009 to 2011
2.5.1: External and Internal Facilities
2.5.1: External Natural Green Environment
2.5.2: Internal Design of an Apartment
2.5.4.2: Promotional Strategy and Planning
2.6: Green Marketing for Property
2.6.3: Natural Green Projects in KL
2.6.5: Housing Price
2.6.6: International Target Customer
2.6.6 A: Number of Foreign Customers by MM2H
2.7.3 Environmental Architect of housing
2.8.1.1 Natural Green Environmental Elements
2.8.1.2 Sky Swimming Pool
2.8.1.3: Health & Safety Facility at Complex
2.9: Influence of Environment Elements in Marketing Strategy and Performance of Sells
2.9.3: Crime Cases in Malaysia 2000 – 2009
2.9: Theoretical Framework.
2.10.A: Independent variable Mediator and dependent variable
2.9.1: Total Percent of sells
xx
2.13: The Success Theory
2.13.1 Quick Sold Project in KL
2.14: Key Success Factors and Market Context
2.14: Parkland 121,968 sf including the Lake, Swimming pool
3.1: Research Philosophy in onion shape (Saunders et al, 2008)
3.3: Research Design Process (Author)
4.4.1 Level of important in percentage (Natural environmental elements)
4.4.2 Level of important in percentage (Entertainment elements)
4.4.3 Level of important in percentage (health & safety elements)
4.4.4 Overall important of environmental elements in percentage
4.5.1 Level of influence on sales in percentage (Natural Environment)
4.5.2 Level of influence on sales in percentage (Entertainment elements)
4.5.3 Level of influence on sales in percentage (Health & safety elements)
4.5.4 Overall influence of environmental elements in property sales in percentage
4.5.5 Environmental Facilities Influence on Sales.
4.5.5. A. The condominium user in Kuala Lumpur
5.2.1 Environment of project (Product) influence on sales in percentage
5.2.2 Strategic price influence on property sales in percentage
5.2.3 Strategic location influence on sales in percentage
5.2.4 The influence level of green marketing elements on sales in percentage
5.3 Model mediation between environmental element and performance of sales
5.3.1 Significant between EE and MS
5.3.3 The strong significant (EE) = X on (PRSL) = Y
5.3.6 Sobel test of mediator impact of IV on DV
xxi
5.3.8.1 Model Summary for performance of sales
5.4.1 Developed framework of the study
5.5 The map of Kuala Lumpur
LIST OF TABLES
1.3 Absence of Environmental Elements at Housing Project and it’s Impact
1.3. A. Absence of Environmental Element in Marketing Strategy and it’s Impact
2.4 Strategic Marketing Elements in Housing Industries
2.9.2.4 Condominium price based on location
2.10.2 Lack of Environmental Element at Housing Project and it’s Impact
2.10.3: Lack of Environmental Element in Marketing Strategy and it’s Impact
2.11 Siva Marketing Model
2.11. A. SIVA Marketing Model in Customers and Developers Views
3.3.2 Objectives Related Respondents and Methods
3.7.1 Sample Size Generation System
3.9.a. (A) Category projects list for data collection
3.9.b. (B) Category projects list for data collection
3.9.c. (C) Category projects list for data collection
3.9.d. Developers and Projects List of Collected Data.
3.10 The values of skewness and kurtosis
xxii
4.2: Number of Respondent
4.2.1: Respondent of Ethnic Groups
4.2.2: Education Level of Respondent
4.2.2.1: The Relations between Education and Four Objectives
4.2.3: Household Monthly Income
4.2.3.1: The Relations between Income and Four Objectives
4.4.1 Ranking Summary of natural environmental elements
4.4.2 Ranking summary of entertainment elements
4.4.3 Ranking summary of health & safety elements
4.4.4 Overall ranking summary of environmental elements
4.5.1: Influence of natural environmental elements in marketing strategy
4.5.2: Influence of entertainment elements in marketing strategy
4.5.3: Influence of health & safety elements in marketing strategy
4.5.4 The influence of environmental elements in marketing strategy
5.2.1: Environment of project (Product) influence on target sales
5.2.2: Strategic price influence on target sales
5.2.3: Strategic location and unit position influence on target sales
5.2.4: Overall influence ranking of green marketing on target sales.
5.2.5: Absence of Environmental Elements at Housing Project and it’s Impact on sales
5.2.5.A: Absence of Environmental Element in Marketing Strategy and it’s Impact on sales
5.3 Model mediation between environmental element and performance of sales
5.3.1 Level of significant between (IV) X = EE and (DV) M1 = Product
5.3.1a Level of significant between (IV) X = EE and (DV) M2 = Price
5.3.1b Level of significant between (IV) X = EE and (DV) M3 = Place/Promotion
xxiii
5.3.2 Finding the sales performance by both (X) EE and (M1,2&3) MS
5.3.3 Finding the sales performance (PRSL) by environmental elements (EE)
5.3.4 Finding total, direct and indirect effects (MS/EE) = X on (PRSL) = Y
5.3.5 Finding the theory tests for many effects
5.3.6 Finding the confidence on theory in percentage
6.3.1 Compare between existing & non-environmental facilities at project
6.4 The level of confidence on theory in practices
LIST OF ABBREVIATION
°C Celsius (Temperature in Degrees)
RM Ringgit Malaysia (Currency)
PSF Par Square Feet
SQ FT Square Feet
4Ps Product, Price, Place and Promotion
CCTV Closed Circuit Television
NPD New Product Development
R&D Research and Development
SWOT Strengths, Weaknesses, Opportunities, and Threats
US $ United States Dollars
$ Dollars
TV Television
UK United Kingdom
KLCC Kuala Lumpur City Centre
MM2H Malaysia My 2nd Home
PWTC Putra World Trade Centre
xxiv
LRT Light Rail Transit
KL Kuala Lumpur
SIVA Solution, Information, Value and Access (model)
QC Quality Check
EFA Exploratory Factor Analysis
SPSS Statistical Package for Social Science
REHDAM Real Estate and Housing Developers Association in Malaysia
SS Sum of Squares
MS Mean Square
SD Std. Deviation
WiFi Wireless Internet for Frequent Interface
GST Goods and Services Tax
PRSL Performance of Sales
EE Environmental Elements
MS Marketing Strategy
IV Independent Variable
DV Dependent Variable
DB KL Dewan Bandaraya Kuala Lumpur
xxv
LIST OF APPENDIX
APPENDIX TITLE
A. Table of reliability test
B. Q-Plot charts
C. Request Letter to customers
D. Questionnaire for condominium user / customers
E. Request Letter to sales and marketing team
F. Questionnaire for Developers sales and marketing team
G. List of publication
H. List of conferences
1
CHAPTER 1
INTRODUCTION
1.1 Introduction
In the perspective of psychology, the safety or housing is the most basic needs of all
human being (Maslow 1943). The safety or housing is an important dream for every
sagacious person in the world. Currently, the number of wise learnt people, high-level,
mid-level income group and foreign people with Malaysia My Second Home (MM2H)
program are increasing in Kuala Lumpur city (Tarmiji et, al,. 2012). Therefore, the
housing demand is rapidly increasing, and the developers are continuously developing
more condominium in the city to supply the demand for accommodation. As a
consequence, the natural environment is decreasing, and it has the primary adverse
impacts on public health in many aspects such as warming, air pollution, water
pollution, etc (Muhammad et, al,. 2013). The secondary impact on property sales
within the specific time frame (product lifecycle). A number of researchers suggested
developers to, incorporate the most demandable environmental facilities at the
condominium complex. It influences target customers to achieve the target sales within
the product lifecycle timeframe. The reason is wise educated, high-level, mid-level
income group of people would not like to buy the apartment complex without natural
environmental facilities (Bendre et, al,. 2000; Norhaslina. 2009). Therefore, this study
will discover the most important environmental elements and it’s influence on sales to
achieve the developers goals through green marketing strategy.
2
1.2 Research Background
In the modern era half of the world population all over the countries reside in the
cities. By 2030, 60% of the world population will reside in the urban areas and by
2050, the world proportion is likely to reach 75% (Seetharam & Yuen 2010). In
Peninsular Malaysia average of 11.1% percent increasing in every year
Consequently, the rapid growth of urbanization with bulk accommodation.
Therefore, the Malaysia is likely to be a society of urban with (over all 70% percent)
majority people of the country is living in the cities (Norhaslina 2009; Tarmiji et, al,.
2012). Everyday the natural green environment is reducing, due to the developing
new condominium in urban. As an effect, on warming, air pollution, water pollution,
sound pollution, physical and mental illness among the people reside in the city
compare to the rural (Seetharam & Yuen 2010; Muhammad et, al,. 2013). That is
why, the green environment is very important issue to get a healthy city life. The
modern developers can bring back the natural green environment at the housing
complex to minimize the warming, air pollution, water pollution, sound pollution,
physical and mental illness among the people reside in the city. Therefore, it would
be a great responsibility to build up housing complex with natural green
environmental elements. Similarly, the condominium developers will able to achieve
the target sale through using the natural green environmental elements in marketing
strategy, known as green marketing. The environmental facilities increasing the
beauty of housing complex and it influence the target customers to involve to buy or
rent the property.
It is a great responsibility for the property business organizations to save both
property business and natural environment. The natural green environment at
surrounding of the housing can protect the indoor air quality to create a healthy
residence. It is well known that the lack of green produce warming at the
surrounding, due to this reason the environmentalist are suggested urban people lives
with a natural green environment to protect from warming and pollution. Figure 1.1
shows the average daily temperature in Malaysia Kuala Lumpur, recorded maximum
36.°C and minimum 20.°C (Meng et, al,. 2007). Therefore, the modern developers
must keep the green environment at the surrounding of the housing to minimize the
urban temperature to achieve both healthy environment and property business.
3
Figure 1.1 The average daily temperature in Kuala Lumpur (Meng et, al,. 2007).
On the one hand, most of the current educated and high level of income group
know the advantage of the green environment at the surrounding of housing, on the
contrary, they know the disadvantages of non-existed of green environment.
Therefore, almost all the property developers using the green environmental element
at surrounding of housing properties to achieve the business goals and a better
lifestyle in the urban. Scientifically it was proved that the natural green trees, grass
can keep cooling and improve the air quality from the interrupting of air pollutants
and warmness. The green elements also reduce the risk of physical and mental illness
in urban people. Therefore, combine the environmental elements in property
marketing strategy (Lisa & Jackson 2013).
For example, there is no minimum green environmental element in the Dhaka city
especially most of the commercial area, and there is much brick kiln surrounding the
city. As a consequence, polluted air and high temperature the people having a lot of
physical and mental illness. Only the green environment can reduce the warming and
level of pollution in Dhaka city (Motalib, et, al,. 2015). One the other hand, Singapore
is known as a garden city, a much natural environment exists as an outcome is a
minimum of pollution level and healthy city. The housing developers in Singapore
developed the house with the eco-friendly environment which can magnify the target
customers to achieve the target sales (Seetharam & Yuen 2010).
The natural green environmental element can provide a green marketing strategy
to meet the target sales for housing properties business. In the modern days, many
4
people are well educated, and most of them are living in the cities because of job
opportunities and better-earning facilities, etc. Due to the job or income facility, they
must need to stay in the towns with a healthy environment. Many developers in Kuala
Lumpur try to develop the condominium with the green environment to achieve the
business goals. For example; figure 1.2.A displays the green environment at the Seri
Riana Residence 2013 project. The green marketing strategic displaying the green
environmental elements to magnetize the educated and high level of income people to
buy the project.
Figure 1.2 A: The Natural Environment to Attract the Clientele Green
Environmental Project: (Seri Riana Residence 2013)
The Seri Riana Residence is a successful project because of the reasonable
price with environmental facilities, and the per square feet is RM 542.57 compare to
the Oval, City Center RM 820.00 per square feet (sq ft) the agent posted the price
(iProperty). Now the property business organization planned about the healthy and
natural environment and most of the property developers are practicing to keep the
natural environment in the surrounding of the project. As a result, this types of
properties becoming more expensive and a successful project. Currently, the 90% of
high rise building in Malaysia is using for residence and the residential building
having the natural environment to make beauty and the healthy environment. Mostly
they have a swimming pool, playground, grassland and so on. Most of the modern
condominium have had this green environment on top of the car park building that is
more attractive to the customers. (Seetharam & Yuen 2010; Eric 2012; Abdul & Mar
2012).
So, the natural environmental elements can provide a high security of strategic
marketing for housing properties to magnetize the clientele and it has been partly
proved at the project of Seri Riana Residence and Riana Green East developed by
5
IJM Land Berhad. Most of the researcher are agreed for adding the green
environmental element in the housing complex to get the better customers to gain the
target goals. Therefore, the majority of housing complex are incorporated the natural
green environmental element at the surrounding of the project, and these natural
environmental elements are mostly highlighted in the marketing policy to draw the
targeted customers. (Abdul & Mar 2012; Khairil et, al,. 2008).
Figure 1.2.B: The natural environment elements using at the housing complex
(Lake Front Cyberjaya – Part ll, 2013).
1.3 Research Problem
The housing industry in Kuala Lumpur facing difficulties to influence the target
customers due to the lack of green environmental elements in the condominium project
and marketing strategy is one of the enormous problem to achieve the high
performance of sales (Muhammad et, al,. 2013; Eric 2012; Anne 2003; Elforgani &
Rahmat 2011; Ezanee et, al,. 2013; Woei et, al,. 2015). The issue is lacking
environmental elements at the surrounding of condominium complex as concern the
project is mislaying the high demand as a direct impact on poor sales. Table 1.3
explain many researchers found there is a lot of unkind impact on property business
when the environmental elements are absence at the condominium complex.
6
Table: 1.3 Absence of Environmental Elements at Housing Project and it’s Impact
Authors
Yea
r
Natural
Environment
Entertainme
nt Element
Health &
Safety
Project
Location Impact on Sales
Khairil, et, al,. 2008
Environmental
Beauty - Car Park - Less Demand
Eric 2012
Green
Environment
Swimming
Pool Security
Less
Accessible Less Buyers
Abdul & Iman 2012 - - Security Non-Popular Poor Sales
Mitchell 2012
No Natural
Environment
No
Playground
No
Security - No Human
Activity
Mariana 2008
No Green
Environment
No
Playground -
Less
Important Lower Income
Group
Muhammad
et, al,. 2013
No Natural
Environment - -
Non-Green
Area Air, Water &
Sound Pollution
Woei et, al,. 2015 - - location 33.4% No Profite
Ezanee et, al,. 2013
Natural
Environment - Security - Global Warming
U.S
Consumer
Commission 2010 -
Perfect Size
Playground - - Children
Suffering
Seetharam
& Yuen 2010
Green Trees And
Grass Playground - - Physical and
Mental Illness
Similarly, lacking environmental elements in property marketing strategy as a
concern on product, price, location and promotional activities are not perfect as a
direct impact on poor sales. Table 1.3.A: explain several researchers established
there is the much unkind impact on property business when the environmental
elements are absence in marketing strategy.
Table:1.3.A: Absence of Environmental Element in Marketing Strategy and it’s Impact
Authors Year Product Price
Place /
Location Promotion
Impact on
Sales
Elforgan
&
Rahmat 2011 Minimum Green High
Not Settable
For Reside
No Discount
Price Less Buyer
Said et,
al, 2008
Environmental
sustainability - Accessibility
No Green
Advertising Less Sales
Abdul et,
al,. 2012
Expensive Non-Popular - Poor Sales
Ezanee
et, al,. 2013
No Environmental
Quality
Resalable
Price -
Promotional
Price No, / Less
Profit
Laurie 2008 Natural Beauty - Noise Location - Less Buyer
Anirban 2012 No Green Product - Warming - Slow Sales
Activities
John 2008 - Hedonic Urban Location - Less
Clients
Woei et, al 2015 - - Unit location 33.4% No Profite
Anne 2013
Less Green
Product (House) - -
No Promotional
Price Less
Choose
7
The problems occur when the environmental elements are absence in both
housing complex and marketing strategy. As a result, the apartment complex is not
high demand among the wise learnt people, high-level, mid-level income group and
foreign people (Khairil, et, al,. 2008; Eric 2012; Abdul & Iman 2012; Bender 2012).
The issue is lacking environmental location and apartments position in the
complex is the most barrier to sales the property. Finally the developers was waiting
since the period 2009–2014 for sales but they was dynamism to 33.4% discount to
auction the property for the target customers (Woei et, al; 2015). In ths case the
developers in Kuala Lumpur faced the most deficalty to sales the propery due to the
lack of property location finally they sold the property wit high discount price that
may be considered as a not profitable project.
The direct impact on property business such as, difficulty to meet the target
sales, less demand among target customers, and less or no profit due to less number
of sales activity. As a result, the property business in great danger and the people in
the city will live in a harmful environment (Muhammad et, al, 2013; Anirban 2012).
Therefore, the healthy environment is absolutely essential to integrate the natural
green environmental elements, entertainment facilities and health and safety
elements in the housing project and property marketing strategy to achieve a
sustainable property business and green city.
1.4 Research Purpose
The purpose of this study to discover the environmental elements which will carry the
success of the modern housing industry through green marketing strategy. It will able
to show the level of impacts on the performance of sales while incorporating
environmental elements in marketing strategy and without environmental elements in
marketing strategy.
8
1.5 Research Questions
Overall this research able to provide the answer to the below-mentioned questions and
it can guide the right direction to achieve the target goals.
i. Which environmental elements are most important at condominium complex?
ii. What is the influence level of environmental elements in marketing strategy?
iii. What is the influence level of green marketing strategy on property sales?
iv. How does the environmental elements and marketing strategy influence
performance of sales?
v. How to develop a property marketing framework with environmental elements
to achieve the target sales?
1.6 Research Objectives
This study will concentrate on the research question to precisely present a logical
answer to the modern property business organizations to achieve the target goals
through the below-mentioned research objectives.
i. To identify the most important environmental elements at condominium complex
ii. To examine the influence level of environmental elements in marketing strategy
iii. To investigate the influence level of green marketing strategy on target sales
iv. To evaluate the influence of environmental elements and marketing strategy on
performance of sales
v. To develop a property marketing framework with environmental elements to
achieve the target sales
9
1.7 Aim of the Study
The aim of this research is to produce modern instructions of a dynamic property
business and novel solution to reach the target sale to achieve the property business
goals. The natural green environmental elements is a key to success factors for
housing industries. It is also a very essential for the healthy life of customers which
can create a perfect solution for global warming. Many developers are able to sell the
housing units to the target customers and the potential customers due to the
incorporating environmental elements at the condominium complex. Therefore, most
of the developers shall be benefited from this research at the same times the user of
property will get a healthy, cold, harmony natural green environmental and peaceful
life in the cities for current and next generation in each country in the modern world.
1.8 Scope of the Study
This research will strongly focus on the modern condominium developer’s strategic
marketing with the external environmental elements in Kuala Lumpur city area.
Which will able to show the level of success in the specific time frame. It will bring
the cleared picture of the negative and positive impact on property business when the
natural green environmental elements are absence or present in the strategic
marketing. Therefore, the modern developer will able to take a decision, what need
to do in strategic marketing, based on the level of customers demand on natural
environmental elements at the housing complex. Finally, this study will ultimately
show the degree of successes through incorporate if environmental elements in
property marketing strategy.
10
1.9 Significance of the Study
This research will be very important for modern developers because it will able to
show the way how to achieve the target goals within specific time frame. Secondly,
the marketing strategy will strongly focus on target sales to reach the success of
condominium complex. Finally, how to incorporate environmental elements at the
surrounding of the housing complex and that environmental element is most
demanding by customers to drown the satisfaction of the client at the top level.
First significant, this study is a guideline for property business organizations
because it will able to guide the marketing strategy with environmental elements and
the degree of success level in sales and profit margin. At the same times, it will able
to show the level of negative impact on property business when the absence of a
natural environmental element in marketing strategy. Therefore, the modern
developer will able to take a perfect decision which environmental elements are most
important to attract the customers in relations to draw the target sales and target
profit for the success of property business in the high competition market. Elias
Oikarinen (2007) mentioned the natural environmental elements bring the better
value of housing property and it typically increasing the value of the property. The
eco-friendly environment is most demandable among everyone especially the
educated and high level of income people in Japan, Korea, Hong Kong as a
consequence the property price become double. The double price habitually brings
the more profit and success of the modern developers (Glindro et al., 2011).
Second significant of this study is marketing strategy, there are four elements
Product, Price, Place / Location and Promotion are in a group works as a mediator to
bring the success of condominium project from the property market. It will briefly
discuss the important role of mediator that is acting between environmental elements
and the success of apartment project. Baron & Kenny (1986) it is important to use
the mediator to maintain the relationship between independent and dependent
variable. Therefore, this research will able to show the modern developers, the
marketing strategy plays an important role to achieve the target profit margin within
the specific timeframe.
Finally, this research will able to identify the most demandable environmental
elements which actively magnify the target customer to achieve the target sales
11
within the particular time. Hamid (2012) found the environmental element such as
natural green environment, playground, swimming pool, and security are most
demandable for the customers for health and safety purpose. That is why the
environmental elements able to increase both price and sale. As a result, the modern
developers can achieve target profit successfully. This investigation will show the
level of demand among the current customers and which environmental element is
most important for what purpose. Therefore, this study is a very important guideline
for housing property business organizations to set up the environmental element of
the housing project (Doole & Lowe 2008).
1.10 Conclusion
In the current warming world is demanding the cold natural green environment to
achieve the healthy city life. The current educated and high levels of income people
want the health and safety residence in the modern city. Only the modern developers
can supply the health and safety environmental residence in the cities. The modern
developers also incorporate the natural green environmental element in the housing
complex to create cold and beautiful green natural environment to attract the target
customers with target profit margin. Each natural environmental elements are
increasing the housing price, but it douses not effect on the sale quantity because of
high demand among the customers. Currently, most of the customers are demanding
in internal design and external green park, swimming pool, security, mini market,
gymnasium etc. Normally these types of facilities are most necessary for daily life to
be a healthy and these are the basic need for the modern customer. So, this study will
able to show the most important environmental elements which will help to achieve
the developers target goals within the precise timeline through marketing strategy.
12
CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
This chapter will express the current practice of incorporating environmental elements
in property marketing strategy among modern developers in Malaysia. The natural
environmental elements are include the natural green trees, grass, playground,
swimming pool, tennis court, squash court, gymnasium, natural viewpoint, care park,
parkland, security, etc (Suhaida, et, al,. 2011; Wong 2001; Chau et, al,. 2002; Chau et,
al,. 2004). The marketing strategy will bring the target profit margin from the current
property market. The elements of marketing strategies are included as a product (house
building or condominium), price (value of housing unit), place (project location), and
promotion (advertising) are the basic elements call four Ps (Reed 2005). The product
refers to this study is the condominium or a housing complex. The price or value of
housing units can bring the profit margin, which is very important for customers and
the developer. The place is the location of condominium complex and external
environment and accessibility. The promotion is a kind of advertising for quick sale
and convey the property information to the target customers through using the print
media, property agent and electronic media such as television , internet, radio and so
on (Maarit 2011; Marcia 2010). It logically proved that the human could be healthy
when they associated with a natural green environment. Currently, the modern housing
industries are developing housing project with the green and healthy environment to
fulfill the needs of customers as much as they can in the cities area to achieve the
target goals (Blythe 2005).
13
2.2 Definition of Marketing
The marketing refers to an organizational occupation and a set of processes of
creating, communication and supply the value to target customers and managing the
customer relationships between organization and customers in relation to benefit the
its stakeholders of the organization (Gregory 2007). Marketing is an administrative
and managerial process by which groups, organizations or individuals to get what they
requirement and want by detecting, identifying, providing, advertising or
communicating and delivering value to customers (Yuriy 2012; Kotler et, al,. 2003).
The basic concepts that marketing applies are the needs and desires of consumers, the
creation, products and services, by the exchange between parties through selected
value (Ramin & Ali 2013; Marina, 2012). A strategic communication deals through
managing for long-term business activities started through the organization in order to
further competitive advantage. The organization allocates and uses its resources in a
continuously changing marketing environment aimed at meeting consumer needs
constantly while trying to rise to the expectations of different categories of
“stakeholders”. The strategic approach involves using a strategy, which allows the
organization to compete, to identify new market opportunities, develop and trade new
products and services, to guide allocation of resources among the main activities of
the market and to guide the development of organizational structure that helps to
achieve predetermined performance levels (Kotler, 2003).
Generally, marketing is a set of communication between organization and the
targeted customers to achieve the organizational goals and the customer satisfaction.
Marketing is the process of commercial communicating with a value of a product or
service to the clienteles, for the purpose of selling the goods or service. It is a critical
business function to attract the target customers. It is a common view, which the
marketing is a strong connection between a member of societies they highly require
of the goods or services and the organization who can fulfill the requirement in the
society. The marketing these needs and wants through exchange processes and
building long-term business dealings. It is a process of collaborating with the
commercial value of a product or service through positioning to customers (Karna
2001 Giese & Cote 2002).
14
Marketing can look at a managerial occupation that set of processes to create a way to
communication with valuable customers to build strong relations with them in the
ways to have commercial benefit for the industries and shareholders of that
organization. The advertising and marketing are the knowledge of selecting a target
group by analysis of market and the segmentation of the marketing, as well as an
understanding of the consumer, buying behavior and providing higher customer value
(Marina 2012). There are five competing concepts under which organizations can
choose to operate their business; the manufactured idea, the notion of a product, the
selling perception at the marketing, and the holistic marketing concept. There ar four
components in the holistic marketing such as marketing relationship, internal
marketing, integrated marketing, and socially responsive marketing. The set of
engagements necessary for successful marketing management includes capturing
marketing insights, connecting with customers, building strong brands, shaping the
market offerings, delivering and communicating value, creating long-term growth,
and developing marketing strategies and plans (Kotler, 2003; Karna 2013). The
marketing is the product information that essential to convey the targeted customers
to influence to buy and the organization will achieve the target goals (William et, al,.
2007) Marketing is a societal process by which individuals and groups obtain what
they need and want through creating, offering, and freely exchanging products and
services of value with others (Kotler, 2003).
William and Elizabeth (2007) mentioned the American Marketing Association
(AMA) defined the marketing in 1935 modified in 1985 and again in 2004. “Marketing
is the performance of business activities that direct the flow of goods and services
from producers to consumers.” (1935) “Marketing is the process of planning and
executing the conception pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and Organizational objectives.”
(1985) “Marketing is an organizational function and a set of processes For creating,
communicating and delivering value to customers And for managing customer
relationships in ways that benefit The organization and its stakeholders.” (2004).
15
2.3 Definition of Strategic Marketing
The strategic marketing is a planning between a vendor and a purchaser in a way to
the vendor shall be agreed to supply the goods service to buyer and the honorable
buyer must agree to pay the value of property or services to the vendor (Ramin & Ali
2013). The strategic marketing is a plan of art to influence the target customer and a
direction of controlling the customers choose. The sales person have must apply to the
buyer with special skill or knowledge to perform the sales. The strategic marketing
plan or policy of sales design commonly practice in the modern strategic marketing
(Tom 2010; Ramin & Ali 2013). For example McDonald, they are the success to
achieved the target goal in the market. Exactly the property business can follow the
same strategic marketing that follows McDonald to success their business, but the
product and customers are not exactly same. Therefore, for the property marketing
strategic must be customized the strategic marketing plan to success. So, what is the
marketing strategy for property business? The strategic marketing for property
business has to be analytical, fact finding, reach to target goals, development of
management and sustainable strategic marketing. The strategic marketing is a process
consists of analyzing the environment, competitive market and business factors
affecting the Corporation and its business units. It also identifies the market
opportunities, forecasting future trends, and threats in business areas of interest for the
industry. It is also to participate in setting objectives and formulating corporate and
business unit strategies. To select target marketing strategies for the product markets
in each business unit is to establish marketing target goals, to implement and manage
the marketing strategies to meet the target market needs (Clark 2002; Jim & Peter
2005).
The strategic marketing is a prosperous art to win the objective of an adherent
organization with the specification of the product to catch the target customers buy
particular information and providing the absolute need for a client. The most important
purpose of a marketing strategy is to assign efficiently and coordinate marketing
resources and activities to achieve the firm’s goal within a particular product market
(Isobel & Robin 2008; Jari 2013 Karna et, al,. 2001). As a result, the decisions about
the scope of a marketing strategy involves the specification of the target market
segment(s) to be pursued and the product line to be offered. Then, firms look for a
16
competitive gain and working together environment, planning a well-integrated
program of marketing mix elements.
The strategic marketing also refers to look at the overall of a company’s
portfolio of products and managing and markets the portfolio to achieve the
organization’s overall goals. A marketing strategy consists of an internationally
integrated but externally focused set of choices about the company addresses its
consumers in the context of a competitive environment (Roger et, al,. 2012).
2.4 Elements of Strategic Marketing
Strategic Marketing is the set of strategic tools for marketing that the business
organization uses to achieve the target objectives from the target market. Distributing
the information of goods or services to the customers through marketing variables or
mix into four different categories creates it much easier to formulate a marketing
strategy. The four categories Product, Price, Place, and Promotion are usually called
the 4-Ps (Ramin & Ali 2013; Cole 2012). The term “strategy marketing” reflects to a
company’s best opinion as to how it can most profitably apply its skills and resources
to the marketplace. It is inevitable in a broad scope. The strategies marketing is the
means by which a corporation achieves its marketing goals and are usually concerned
with the 4 P's Product, Price, Place and Promotion (Jim & Peter 2005).
Figure 2.4: Elements of marketing strategy (Ramin & Ali 2013)
17
Figure 2.4 explain the Product including Variety, Quality, Design, Brand
Name, Features, and Packaging. The Price is including List price, Discount,
Promotional price, Payment period and Credit terms if applicable. The place including
Advertising, Personal Selling, Sales Promotion, Location and Public relation. The
Promotion including Channels, Media Coverage, Promotional area or Location,
Inventory, Transportation and Logistics (Ramin & Ali 2013).
The principle role of marketing strategy is assisting in creating a suite for
fulfilling requirements of targeted customers and meanwhile focus on improving the
efficiency of property sales strategy ( Yuriy 2008).
Table 2.4 Strategic Marketing Elements in Housing Industries (Yuriy 2008)
Product In this challenging era, the strategy of just providing
high-quality products (housing) for increasing sells
has been obsolete because there is no any option left
for low-quality goods to sales. Now there are lot more
things that have to be considered while manufacturing
products like their property, and / or facilities should
fulfill the criteria of targeted customers better than
what others developers offer to the customers.
Purpose,
presentation,
quality,
wrapping,
Durability,
support, service,
and warranty.
Pricing Developers realize how much amount can afford by
clients for a specific unit. It is very essential to analyze
every ins and out of creating a good pricing strategy.
A strategy such as no extra charges for servicing
sometimes results in a loss for the organization instead
of producing good impression among customers. It is
also a mentality of people that expensive products
should be of higher quality. So price beating policy is
not a good approach, but the hedonic pricing model is
more than enough for property business.
Discount offers,
funding, loans,
leasing options,
allowances, Price
listing,
promotional price,
and early booking
discount.
Place The successful property business highly depends on
the selection of area / location where it is setup.
Developers should also consider the right time for
selecting the place for local access. In the past some of
the business boost up due to the selection of area such
as important city location, popular area and so on.
Sites-channel
motivation,
market coverage,
service levels, the
internet, mobile.
Promotion How to well aware targeted customers about the
products and developers itself. Nowadays It is more
than the marketing strategic four P’s. Organizations
have to use every tricks and technic to promote their
housing project and adjust the customer perspective
time to time.
Customer dealing,
Promotion, mass
media, direct
sales, sales, green
advertising.
18
2.4.1 Product (Condominium Complex)
Armstrong and Kotler describe Product is an anything that could be offered to the
market for attention to purchase for use, or ingesting that influence satisfy a want or
need (Armstrong & Kotler, 2005). The product is the first element of strategic
marketing, which refers to the goods or services that will make available for
customer’s needs or wants. In the case of a physical product, such as a house, a
developer or housing industries will gather raw materials / information about the
features and benefits desired by a target market. Ahead of assembling a house
(product), the strategic marketing management’s role is to communicate with the
target customer to understand the demand of them to create the house by engineering
plan and design. The engineering plan and design must base on customers’ needs and
solution of the current problems of product an expected result in the marketers to find
as many customers as possible to buy this product (Jim & Peter 2005).
The product itself is the first element. Product must satisfy consumer needs.
The product includes the physical product, product services, branding, packaging,
coloring, standardizing, planning and developing right product, product modification,
product innovation, etc. (Jain, 2007; Jerry 2002). The “Product” refers to the goods or
services that the producer offers to the clients. Apart from a physical production itself,
there are features connected with the product that customers are having high demand
and they attracted on the product such as the way it is packed. Other product attributes
include quality, features, options, brand name and warranties. Therefore, it might think
to offer as a bundle of services or goods. The goods appearance, role, and support
make up what the client is really purchasing. The successful managers immediate
responsiveness to the requirements their goods packages address for clienteles. The
product bundle must meet the demands of a particular target market (Cole 2012).
19
2.4.1.1 Production Model
The product model is the basic guideline that strategic marketing follows accordingly
to produce a successful product in the modern era are acknowledged the best practice
research and consequential methodology have led to some the most significant
discoveries in product innovation. They were the first identify what distinguish
winning products from losing products, built a perfect product to success predictive
tool, and first to initiate the idea of new product assortment management. Their
combined works are considered to have achieved the greatest impact on performance
in product innovation today. Cooper and Edgett, have stimulated and enabled business
executives and their organizations to create product innovation capability that has
generated millions of dollars in new wealth (Robert et, al,.2013). This model is vital
to create product innovation the housing project to success in the modern days with
the new idea and new fact-finding such as the green environment for better human life
and health. In reality, most of the developer follows the operations system but not
perfectly due to many reasons (Nigel et, al,. 2007; Robert et, al,. 2013).
2.4.1.2 New Product (Project) Development
Marketing is a vital plane to the role a New Product Development (NPD) through
several mechanisms. One is cross the functional communication and collaboration so
that marketing elements are incorporated into the NPD development. In addition it is
a strategic orientation of NPD, that is included in the commercialization strategy
elements such as client orientation and market fit. The marketing investigation plays
a specific character, as it offers the knowledge and information that marketing carries
hooked on its NPD roles. We show that use of marketing study is the most important
to the foundation of higher NPD success in the market of property and development
processing. Many theories of NPD achieve because they incorporate market elements
and strategic elements in the NPD include client orientation or market appropriate.
Implicit in these theories are the hypothesis that businesses must continuously obtain
market information for such adaptation to the market to work. Certainly, some work
20
specifically on NPD stresses the need for this market orientation (John et, al,. 2007;
Robert et, al,. 2013). Many of the activities discuss are marketing research, and bring
in customer information at many different stages of the NPD process. Display how the
marketing study could use for guide Research and Development (R & D. This role for
marketing study should be improved, if, as noted above, NPD in the Properties
industry is quite market driven. So, Market Research is vital to invest in property
industries to success the property business in the modern market in any part of the
world (Mateja et, al,. 2010; Robert et, al,. 2013).
In this case, the new condominium complex is considered as a new product to
supply the demand of the customer. The new housing complex develops based on the
new design of internal and external according to the current demand in environmental
elements and other facilities that most important to the target customers.
2.4.1.3 Variety of Product (House)
There are several variety of housing in Malaysia developed through many developers
companies as below.
i. Terraced – single, two- or three-storey
ii. Semi-Detached – single, two- or three-storey
iii. Detached
iv. Townhouse
v. Flat
vi. Serviced Apartment and Condominium complex
vii. Low-cost flat
21
2.4.1.4 The Quality & Design of Condominium
Each product having the quality and design when the industry produces or develop.
The condominium is one of the housing product that is the main product of this study.
The housing value analysis that can be applied to the building in order to minimize the
construction cost and maximize the quality at the same times, without compromising
the building’s efficiency (Farouk 2011). The Condominium complex is known as
high-rise building a high rise building (Tower) is a term that means a tall building
which is more than total height exceeds 36m or 12 floors. The high rise building use
for varies purpose such as administrative, residential, or a hotel. Since the beginning
of the high rise, building developers did not pay the attention to surrounding of the
environment. Day by day the user of the tower demand environment at the surrounding
due the many problems, as a result, the developers develop the environmental design
for the new high rise building (Farouk 2011).
2.4.1.5 Packaging and Decoration
The Packaging is a primary function in the business concentration for the protection
and beauty of the product. Physical damage and chemical deterioration from
mechanical and climatic hazards, as well as changes caused by microorganisms, must
be prevented. The product and packaging materials must be compatible”. In reality,
after construct, the building developers do the packing by beautiful colors not only
outside but also inside to protect the building from rainwater damage and climatic
hazards. So, the outside of the building is most important to create a skin by water
resist materials that looks beautiful, and it is the best packing of the building (Lockhart
& Paine 1996). For instance, complete a high rise building as a product with the
beautiful internal and external design that can attractive the customers. The beautiful
color of the high-rise building can protect from the rain water that usually damage the
building the distemper color use as both for increasing the beauties and packaging
also. The figure 2.4.1.5 shows how to damage the building without the packaging by
22
distemper color, the rate of damage and how to save the building by using the
distemper color as packing (Cheng 2008)
Figure 2.4.1.5 Packing and decorating of the product.1, who does enter water 2, the
report of damages 3, the solution. (Lockhart & Paine 1996).
2.4.1.6 Brand Name of the Product
Basically each commercial product has the brand name but the property does not have
the brand name however, there is reputation (good or bad) of the developers in the
property market based on the quality of product or condominium building. The
branding can influence the target customers to performance the sales activities in the
property market. The best branding usually guarantees product / property sale (Cheng
2008). For example, there are many well-known housing brand (developers) in
Malaysian property market such as IJM Land, UEM Sunrise Berhad, UDA Holding
Berhad, TTDI Harta Sdn Bhd, Mah Sing Group etc.
2.4.2 Price (Value of Unit)
The second element of strategic marketing is the price of a goods or services, it must
be high enough to cover the costs and make a profit but low enough to attract
customers to buy the product. The price can affect the volume of sales in the market.
23
It is the high values of the product, which can determine the customer to buy or not to
buy. The reasonable value of the influence product client to purchase. Price mix
includes determining pricing objectives and policies of price fixation, discount policy,
concession policy, profit margin, terms of payment, credit policy, etc (John
et,al,.2008; Eloisa et, al,. 2011).Term “Price” refers to refers how much you can charge
your customers for your product or service and how much is the profit in behind in the
total value of the product. Determining your product’s price should reflect the suitable
locating of your invention in the marketplace and result in value that covers the
production cost per item and includes a profit margin. The result should neither greedy
nor timid. The high price will send out of the market, and the too low price will make
it impossible to grow your business (Cole et, al,. 2012)
The product then comes the price with profit many projects got to lose if they
make the mistake in the stage. Subsequently, the price is most important to get the
target profit from the sales in the challenging market. It is the very careful stage to set
the price of the product that should be approved by the result of customer’s purchasing
behaviors. Marginal theory of costing is that most businesses have a combination of
the two resulting in semi-variable costs. Under this, the whole cost of industrial or
producing products or services can be separated into two different parts: the fixed and
the variable prices. Fixed prices are considered to be the outstanding constant no
matter the variation in the number of products though variable (marginal) costs vary
directly with production quantity. However, difficulties do arise in categorizing some
costs as either fixed or changeable (Sinclair & Talbott 1986).
In the theory, the fixed cost is the land price and very adequate is the quantity
of units for example a condominium is total 25 levels, and another condominium is
total 35 levels with the same measurement of land. In this case, the land is the fixed
cost but total deferment of 10 level is the variable. It means the more ten levels of a
condominium can get the more profit compare to the 25 stories one (Sinclair & Talbott
1986).Price is the value of the product that can show the loss or profit of the business,
Pricing is the process of determining what a company will receive in exchange for its
products. Pricing is the cost of product or services for the manufacturing organization
or companies, it starting up based on competitors, marketplace, and quality of the
product. Pricing is also a key variable in macro-economic the theory of price
allocation. The pricing is a fundamental aspect of strategy marketing it works with
four Ps of the marketing strategy. The other three features are promotion, product, and
24
place / location. The price carried profit, revenue generating, and the strategic price
strongly influences customers to purchase or rent the housing property (Elias 2007;
John et,al,.2008)
Table 2.4.2 Property Price in Malaysia 2000 to 2012 (Price Index 2012).
The property price is increasing based on increasing building materials, as well
as many foreign demand to buy the property. As a result, the government makes the
rule for them in the pricing is minimum RM 500,000.00 Information by the state
government and practicing by the developers and agent such as Property Guru
iProperty and others The foreign customer have to pay minimum RM 500,000 to
purchase housing apartment / property in Malaysia (Price Index, 2012).
2.4.2.1 Base price
Base price is the original price of the product or services without the additional charge
that might be added on the base price, such as decoration, utility, furnisher handling
or shipping charges, sales tax, optional equipment charges, etc. Many developers is
showing the base price to attract the target customers after booking gradually they
show the additional cost to them. If the total price is showing before purchase might
be the customers should not buy the property because of price (Roger et al,. 2012).
80
90
100
110
120
130
140
150
00 01 02 03 04 05 06 07 08 09 10 11 12
RM
-P
sf
Year
Malaysia - House Priceindicators, all Malaysia
202
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