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APPLICATION OF CUSTOMER-DRIVEN MARKETING STRATEGIES TO GOVERNMENT HOUSING DEVELOPMENT PROGRAMMES IN NIGERIA

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CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

The American Heritage Dictionary of English language (2009) defined housing as a building or other shelter in which people live. Throughout recorded history, mankind has been concerned with the provision of adequate shelter and the development of safe and comfortable physical environment in which to live. Ademuliyi (2010) noted that housing is viewed world-wide as one of the basic necessities of life and a pre-requisite to survival of man (Onibokun, 1983; United Nations, 1992; Salau, 1990). A house is a place which provides shelter, refuge, comfort, security, and dignity. The housing industry can be a stimulus to national economy (Onibokun, 1983). A house also provides the physical framework in which human, social, economic, and cultural resources are realized, enriched and integrated. In the traditional African setting, in particular, housing is, in fact, one of the highly valued material properties. This is due to the other functions that a house performs in the traditional society, such as the protection of family cohesion and values, taking care of the aged through the extended family system, and the protection of the ancestral values, among others. Therefore, the importance of making available adequate housing in any country cannot be over-emphasized (Ademiluyi, 2010).

Sanusi (2003) noted that the housing sector plays a more important role in the country’s welfare than is always attributed to it, as it directly affects not only the growth of the citizenry, but also the growth of other sectors of the economy. Adequate housing provision has since the early 1970s engaged the attention of most countries, especially the developing ones, for a number of reasons (Sanusi, 2003). First, it is one of the three most vital basic needs of man – the others being food and clothing. Second, housing is a very vital durable consumer item, which has effect positively on productivity, as decent housing greatly increases workers’ health and well being, and in effect growth. Third, it is one of the yardsticks for measuring the standard of living of people in different countries. Consequently, programmes of help in the areas of finance, provision of infrastructure and research have been formulated by governments to improve its adequate delivery.

As a unit of the environment, housing has a great effect on the health, efficiency, social behavior, satisfaction and overall welfare of the society (Onibokun, 1990). To most people housing means shelter but to others it means more, as it serves as one of the best yardsticks to measure a person’s standard of living and his or her place in the society (Nubi, 2008). Housing is a basic necessity for the attainment of living standard and it is important to both rural and urban dwellers. These attributes make demand for housing to have no limits. As population growth and urbanization are rising very fast, the gulf between housing need and supply deepens. For instance, the level of production of housing in a developing country like Nigeria is only 2 dwelling units per thousand people, compared to the required rate of about 8-10 dwelling units per 1,000 population as recommended by the United Nations (Ademiluyi, 2010).

As much as the average Nigerian loves to own his/her own house, which apart from the shelter it provides, is a source of pride and social standing, he/she is handicapped by his/her lack of funds (see Omuojine, 2000:11; Ojo and Adewunmi, 1982: 132). This has brought about government intervention in the housing industry, through the formulation of various policies to enhance the provision of cheap and affordable houses for the people. Over the past fifty (50) years, virtually every country in the world has formulated a range of government housing programmes. The stated objective of the United States’ National Housing Policy, is to ensure that every household has the opportunity to live in a decent accommodation, in a suitable environment, at a cost that leaves enough income available for other needs (National Low Income Housing Coalition, 2005). Likewise, the primary goal of the 2002 Nigerian National Housing Policy is to make sure that all Nigerians own or have access to decent, safe and clean housing accommodation, at affordable costs, with a secure tenure (Attagher, 2006).

The National Housing Fund (NHF) scheme is the financial part of strategic initiatives adopted in the 1991 National Housing Policy to tackle severe shortages and high cost of housing in Nigeria. It was established by Decree No. 3 of 1992 (see Appendix III) specifically to nurture and maintain a stable base for housing finance. Through mandatory regular contributions by individuals and corporate bodies designated in the decree, the Fund aims to insulate the housing finance system from the syndrome of

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