Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment

Malaysia My Second Home Programme (MM2H) was initiated by the government to allow foreigners who fulfill certain requirements to reside in Malaysia with ten years visa and multiple entries passes. The participants of MM2H programme have increased over the years. It has become a potential market s...

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Main Author:	Lim, Jing Xin
Format:	Thesis
Language:	English
Published:	2012
Subjects:	TH1-9745 Building construction
Online Access:	http://eprints.usm.my/45940/1/LIM%20JING%20XIN_HJ.pdf
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id	my-usm-ep.45940
record_format	uketd_dc
spelling	my-usm-ep.459402020-01-20T07:41:49Z Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment 2012 Lim, Jing Xin TH1-9745 Building construction Malaysia My Second Home Programme (MM2H) was initiated by the government to allow foreigners who fulfill certain requirements to reside in Malaysia with ten years visa and multiple entries passes. The participants of MM2H programme have increased over the years. It has become a potential market segment for housing developers. This study was done to examine how housing developers to cater this MM2H market segment. In this research, mixed methods were adopted to present a more comprehensive analysis. Data was collected via postal questionnaire survey, face-to-face interview and secondary sources. 41 usable completed questionnaires were returned. Eight interviewed housing developers formed the case studies for this thesis. The questionnaire survey found that only 7.3% of the respondents targeted a single nationality group. One of companies from the case studies targeted only the Koreans and subsequently found that it was a wrong marketing tactic. Also, this study found that most commonly developed product for MM2H house buyers were luxury condominiums and the price range of the dwellings was most frequently set at RM651,000 to RM850,000. Kuala Lumpur was the most preferred location for housing developments to cater for the MM2H segment due to easy accessibility to modern amenities and infrastructure. Lastly, the most executed marketing method by the sampled housing developers was company websites and property fairs in Malaysia. The findings of this study can be used as a reference for housing developers who are interested to tap into the MM2H market segment. 2012 Thesis http://eprints.usm.my/45940/ http://eprints.usm.my/45940/1/LIM%20JING%20XIN_HJ.pdf application/pdf en public masters Universiti Sains Malaysia Pusat Pengajian Perumahan, Bangunan & Perancangan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	TH1-9745 Building construction
spellingShingle	TH1-9745 Building construction Lim, Jing Xin Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment
description	Malaysia My Second Home Programme (MM2H) was initiated by the government to allow foreigners who fulfill certain requirements to reside in Malaysia with ten years visa and multiple entries passes. The participants of MM2H programme have increased over the years. It has become a potential market segment for housing developers. This study was done to examine how housing developers to cater this MM2H market segment. In this research, mixed methods were adopted to present a more comprehensive analysis. Data was collected via postal questionnaire survey, face-to-face interview and secondary sources. 41 usable completed questionnaires were returned. Eight interviewed housing developers formed the case studies for this thesis. The questionnaire survey found that only 7.3% of the respondents targeted a single nationality group. One of companies from the case studies targeted only the Koreans and subsequently found that it was a wrong marketing tactic. Also, this study found that most commonly developed product for MM2H house buyers were luxury condominiums and the price range of the dwellings was most frequently set at RM651,000 to RM850,000. Kuala Lumpur was the most preferred location for housing developments to cater for the MM2H segment due to easy accessibility to modern amenities and infrastructure. Lastly, the most executed marketing method by the sampled housing developers was company websites and property fairs in Malaysia. The findings of this study can be used as a reference for housing developers who are interested to tap into the MM2H market segment.
format	Thesis
qualification_level	Master's degree
author	Lim, Jing Xin
author_facet	Lim, Jing Xin
author_sort	Lim, Jing Xin
title	Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment
title_short	Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment
title_full	Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment
title_fullStr	Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment
title_full_unstemmed	Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment
title_sort	marketing strategies of housing developers to capture the mm2h market segment
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Perumahan, Bangunan & Perancangan
publishDate	2012
url	http://eprints.usm.my/45940/1/LIM%20JING%20XIN_HJ.pdf
_version_	1747821589663055872

Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment

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