Abstract:
Marketing as 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 goals. This study assessed the impact of marketing strategies on the level of patronage of Quantity surveying services in south western Nigeria with a view of improving the level of patronage of Quantity Surveying Profession. The study assessed the strategies adopted by the Quantity Surveying firms in marketing their professional services, evaluated the factors influencing the choice of marketing strategies of quantity surveying firms; and evaluated the effect of marketing strategies adopted on the level of patronage of Quantity surveying firms in south western Nigeria. Practicing Quantity Surveyor in Quantity Surveying firm were the respondent for this research. Primary data were obtained using Questionnaires. One hundred and forty two (142) copies of questionnaire were distributed and retrieved, descriptive statistics tools, frequency, percentages, mean item score and F statistic were used for the analysis. The findings revealed that the major clients of quantity surveying firms are the public agencies (Federal Government, State Government, and Local Government). The quantity surveying firms understood marketing strategies but advertisement of their services on media like radio and television were not focused. The most significant factor affecting the choice of marketing strategies is client spending. The most significant effect of marketing strategy on the level of patronage of Quantity Surveying firm were expansion into new market and this will be achieved by increasing the number of firm within and outside the state. This research concludes that the level of patronage of Quantity Surveying services is moderately high mean rank (3.13), The study recommends that Quantity surveying Firms should encourage Individual and private agencies to engage the service of a quantity surveyor for construction project, Quantity surveying Profession should be allowed to use television and radio advertisements Quantity surveying firms should encourage their respective client by improving the quality of services Quantity surveying
firms should expand their market by increasing the number of firms in each state.
