An analysis of the customers’ response and demand toward semi-detached houses of TH-NSTC Sdn Bhd in LBJ area

This study was conducted to analyze the customers’ response and demand toward semi-detached house of TH-NSTC Sdn Bhd in LBJ Area. The objectives of the study were identifying the various forms and major factors affecting the slow demand of semi-detached houses in LB Johnson area, making recommendation to the management concerning marketing strategies and finding ways to accelerate and stimulate demand on semi-detached house purposely in LB Johnson area. The researcher has found the some major problems. There were the global economic slow down, declining in the customer’s purchasing power and the higher price of semi-detached houses offered by TH-NSTC Sdn Bhd had contributed to the slow demand of the semi-detached houses. Through the finding, the researcher found that most respondents said that the promotion effort done by the company did not much influence their purchase intents. Economic down turn also was the one of the most factor contribute to the slow demand of semi-detached house. Both of the factors were analyzed through the frequency and the cross-tabulation approach. As for the conclusion, the house price, location and respondent’s income level were identified as non-affected factors toward semi-detached houses. Therefore, the researcher recommended the company to use the pricing strategy as well as value-based pricing, cost value pricing and competition-based pricing. The researcher also recommended company to use the going-rate pricing strategy and sealed-bid pricing strategy. Lastly, the company would also use the effective medium of advertisement like television, radio, magazine, newspaper, and other recognized tools of broadcasting.