Influence of marketing factors on satisfaction of housing customers: A study of one thousand housing units in Minna, Niger state

Abstract

This study investigates marketing factors that influence customers’ (residents') satisfaction in mass housing delivery in Minna, Niger state. The independent variables are housing cost, housing quality and housing security. However, the dependent variable is residents' satisfaction. A survey research approach was adopted. The population of study comprises of 1,000 housing units in the two estates, namely, General Wushishi and Talba Housing estates in Minna. Each estate comprises of 500 housing units and the sample of 286 elements was drawn from the population using Taro Yamane sample size formula. Random samplingtechnique was used to draw the respondents (households in each bungalow) for questionnaire administration. The measurement instrument is 5-point Likert scale questionnaire. The multiple regression results show that housing cost, housing quality and housing security significantly influence residents' satisfaction in mass housing delivery in Minna, Niger state of Nigeria. The study concludes that marketing factors influence residents' satisfaction in mass housing delivery in Minna, Niger state. The study recommends that the Niger State government and Public-Private Partnership (PPP) firms should build homes equipped with easily maintainable amenities that meet the residents' living conditions and needs.