Proceedings of Symposium on Technology Management and Logistics (STMLGoGreen), 8-9 December 2015, Universiti Utara

CRITICAL SUCCESS FACTORS IN HOUSING INDUSTRIES IN KUBANG PASU,

Nurzaini binti Mohamad, Humithra Devi Suguna A/P Vikneswaran, Halimatun Shazwani binti Yahya , Tan Kah Yen, Teoh Yi Fung, & Fadhillah Mohd Zahari University Utara Malaysia, College of Business,School of Technology and Management and Logistics,University Utara Malaysia, , 06010, Kedah [email protected], [email protected], [email protected],[email protected], [email protected], Supervisor’s Email, [email protected]

ABSTRACT

The housing industry is a vital sector both to country economy and the citizenship welfare. However, there are many issues of the housing industry limiting the growth of the industry. For instance, income of the housing industry decreases day by day due to some issues compared to other sectors. Reflecting through differences in market segments, there are many factors that influence the success of housing industries which mostly circle around economics, demographic, geographic and many more. For that, this research investigates the five existing critical success factors on housing industry in KubangPasu. This research will use a survey to gather potential customer perceptions and perspectives into the analysis. It is expected that the findings could contribute towards greater understanding in view of housing industry. This research is also expected to provide good insights on managerial applications.

Keywords: Housing industry, Affordability, Accessibility, Economic, Customer Customization, Kubang Pasu.

INTRODUCTION

Nowadays, many responsible families are financially stressed where they are trapped by economic trends that drive up living costs faster than incomes. According to REHDA’S Datuk Ng Seing Liong (2015), the depreciation of the Malaysian ringgit, and low oil prices have affected the economy. Thus, this is primarily reflected housing prices rose about 6.7 per cent on average annually (Vanitha, 2015). Besides that, market research indicates that a growing number of households want affordable, accessible housing, lower-priced where residents can rely on affordable travel modes such as walking, cycling and public transit (Litman, 2015). Next, the demographic factor is an important issue in housing industry. The increase of the crime rate in Malaysia enhance the awareness of the buyers put safety as priority when buy a house. According to our Minister of Home Affairs (2010), 6,000 above confiscations and arrests from National Operations aimed at preventing house break-ins. Thus, the security becomes one of the major issues in housing industry. This is because when the crime case increases buyers will demand houses with good security control. Therefore,

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Proceedings of Symposium on Technology Management and Logistics (STMLGoGreen), 8-9 December 2015, Universiti Utara Malaysia the Kubang Pasu housing industry should take this issue serious in order to achieve their company goals. In addition, regarding accessibility, sustainability demands that houses be built in a higher quality, have access to green space, close to good public transport, using design techniques to increase energy efficiency of dwelling, provide facilities that promote social contact and have a clean and safe residential environment (Winston, 2010) as cited by Nazirah Zainul Abidin, Noraini Yusof,Ayman A.E. Othman, (2013). In terms of geographic, the flash flood frequently happened in Kubang Pasu area causes many inconvenient to residents. For example, according to The Sun Daily news (2014),flash floods hit several areas in Kubang Pasu following heavy rain. The flood waters have inundated six houses at Kampung Lembah Keriang, 30 in Kampung , 15 in Kampung Belukar and eight in Kampung Baru. Finally, the customization of house designs. Low level of customization is an issue that needs to be considered in Kubang Pasu area because buyers have to spend more money in designing their houses (KPKT, 2009) as cited by (Rostam Yaman, Hamimah Adnan, Mohd Reza Esa, and Norishahaini Mohamed Ishak, 2012). As a conclusion, these issues have motivated us to carry on this research so that the government and house developers in Kubang Pasu will be aware of these CSFs and take relevant actions in order to fulfil their customers request in buying house.

Overview of the Industry Our research topic is about critical success factors in housing industry in Kubang Pasu, Kedah. The reason we selected Kubang Pasu as our focused area is because the housing industry over there facing some problems. Therefore, we decided to conduct our study in Kubang Pasu area as it is also nearby to our campus UUM. This topic has been selected in order to study the five major critical success factors (CSF’s) that flaming in housing industry especially in Kubang Pasu recently. Research Objective The aim of this study is generally to study the critical success factors in housing industry in Kubang Pasu. Specifically the objective of our studies is as follow: 1. To study the five external CSFs in housing industry in Kubang Pasu. 2. To investigate potential buyers’ perception on properties in Kubang Pasu housing. 3. To investigate factors that will motivate potential buyers to purchase properties in Kubang Pasu

LITERATURE REVIEW

Affordability is a major issue. According to REHDA’S Datuk Ng Seing Liong (2015), the depreciation of the Malaysian ringgit, and low oil prices have affected the economy. Thus, this is primarily reflected housing prices rose about 6.7 per cent on average annually (Vanitha, 2015). According to National House Buyers Association (2015), Malaysia needs a more

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Proceedings of Symposium on Technology Management and Logistics (STMLGoGreen), 8-9 December 2015, Universiti Utara Malaysia structured and modernized construction industry. Therefore, low level of customization is also an issue that needs to be considered in Kubang Pasu area because buyers have to spend more money in designing their houses. Besides that, the security becomes an issue when the crime rates especially break-in house cases increase. According to Gibbons study in 2003, concluded that crime rates do affect housing industry. A part from that, (The Sun Daily, 2014) Kubang Pasu was affected with flash floods last year. This may also affect the housing industry in Kubang Pasu where many houses will be unsold due to the geographic factor. Last but not least, According to Lawrence Yun, chief economist for NAR, said transportation plays an important role in housing industry. Therefore, based on our readings and observations, poor transportation facilities in Kubang Pasu area is believed to give impact on housing industry over there. In our research CSFs was one of the most important variable in studying the external success factors in housing industry in Kubang Pasu. Developing CSFs has been an effective management tool used in the construction community for decades to ensure company objectives are met. The concept is to define tangible, achievable, and measurable CSFs around which decisions are made. Projects are then defined and managed based on the CSFs. In literature, several definitions of CSF exist. Representing one of the most frequently cited definition, Rockart (1979) uses ideas from Daniel (1961) and Anthony (1972) in defining CSF as the limited number of areas in which results, if they are satisfactory, will ensure successful competitive performance for the organization. Consequently, Rockart (1979) stresses, that these particular areas of activity should be constantly and carefully managed by a company. We understood that housing industry in Malaysia has factors that are critical to its success. In order to overcome the CSFs, housing industry in Kubang Pasu should find way to satisfy the buyers. For instance, house contractors in Kubang Pasu area should the CSFs and take relevant action to overcome the problems. This is because, we can see the theory is kept extended and will continue growing. This shows that CSFs is considered as an important element in order to give good quality houses to Kubang Pasu customers.

In our study economy is one of the independent variable that affect the housing industry in Kubang Pasu. We can have a good idea about the nature and scope of economics by studying some of the important definitions of economics. Based on the definitions above we can say that the operational definition of economy sounds as man-made organization for the satisfaction of human wants. According to A.J. Brown (1959), an economy is a system by which people get living. The way man attempts to get a living differs in major respects from time to time and from place to place.

Furthermore, under the new GST implementation, all building materials and services like house contractors will be subject to GST with a standard rate of 6%. This will invariably raise the production cost for house developers (Property Guru, 2015). Therefore, economy factor could be one of the CSFs that play an important role in housing industry in Kubang Pasu area.

Next, accessibility is believed as one of the CSF of housing industry in Kubang Pasu area. According to Lakshmanan (2009), public transportation serves the development and growth of densely populated metropolitan areas by facilitating labor movement from outside or within the metropolitan area with better accessibility. Most generally, accessibility defined as the ease of movement between places. Accessibility measures how close one location is to

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Proceedings of Symposium on Technology Management and Logistics (STMLGoGreen), 8-9 December 2015, Universiti Utara Malaysia another and what opportunities exist at these locations (Song & Kim 2015). The distance to work, accessibility to restaurants and bars, access to public transport is factor to be considered by buyers or customers when purchasing a house (Prime Location, 2015). Based on our readings and observations, we found that there is no public bus that direct goes to Kubang Pasu area. Therefore, we can say that the basic everyday needs public transport system like buses are needed to be improved so that more people will prefer to buy house in Kubang Pasu.

Furthermore, even though Kubang Pasu is the largest district in Kedah but the entertainment facility like shopping malls in Kubang Pasu is not modern as it compared to other district like . There are more choices of entertainment available at Sungai Petani town compare to town. For example, in Sungai Petani it got 5 top shopping malls, several hypermarkets like Giant and Tesco and also some medium size shopping central like Bilion Shopping Centre. Compare with Jitra that only have two hypermarkets which is Tesco and C- mart and one shopping complex which is Jitra Mall.

In addition, geographic is one of the most important variables in studying the external success factors in housing industry in Kubang Pasu. There are many types of definition of geography since long time ago. William Hughes (1863), said that “mere names of places...are not geography...know by heart a whole gazetteer full of them would not, in itself, constitute anyone a geographer. Besides that, United States National Research Council (1997) stated that geography just as all phenomena exist in time and thus have a history, they also exist in space and have geography.

According to PDRM statistic (2013), the average crime rate in Kedah state is lesser compared to other states in Malaysia. This is one of the good reasons that housing industry in Kubang Pasu will get the positive feedback and result from customers if customer’s priority in buying a house is regards to the safety issue. However, Kedah has frequent flash flood compared to other states (The Sun Daily, 2014).This will make customer worry about the flood and will consider this aspect when buy a house in Kubang Pasu also. Flood is a serious problem and it will cause the loss of the money and make a lot of inconvenient to residents. A part from that, geographical factor like distance between UUM staff accommodation and UUM also become part of the element that often been concern during making decision in which housing area to purchase.

We also studied the demographic as the external success factors in housing industry in Kubang Pasu. The operational definition of demography is the study of the safety environment and facilities such as low crime rate and sport gym. As a very general science, it can analyze any kind of dynamic living population. Demographic analysis can cover whole societies, or groups defined by criteria such as education, nationality, religion and ethnicity.

Therefore, based on our readings demography can categorized into few categories like age, gender, population, career and so on. These are important criteria when we talk about the demography and this is extremely closely related to our research. For example, Malaysia population is definitely important for us to identify that the location of housing industry project so that the project will be considered as success. According to Trading Economics (2014), Malaysia population increase from year to year and it prove that more houses are needed. Population in Malaysia is increase that means the population of every state in Malaysia increase too. This directly reflected to our research that about housing industry in Kubang Pasu and it is a significant scope of study.

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Proceedings of Symposium on Technology Management and Logistics (STMLGoGreen), 8-9 December 2015, Universiti Utara Malaysia

In addition, according to the Report of Household Income and Basic Amenities Survey 2014, the median income (RM) is increased compared to 2012. When we zoomed in to Kedah state, the median income is lesser compared to most of the state like W.P.K.Lumpur and . This showed that the people in Kedah is facing more difficulties when planning to buy a house. Thus, the housing industry in Kubang Pasu should take into this part of information and try to build some economic home for residents in Kubang Pasu. If we compared the median salary and the rate of fluctuated house’s price, definitely there is a big gap, and it becomes bigger from year to year. This showed that people in Kubang Pasu become burden to buy a home. It will directly relate to the critical success factors of housing industry in Kubang Pasu.

The final CSF in housing industry that we have studied is customization of housing designs. Customization is defined as the specific criteria to fulfill different customer’s demands and needs (Pine & Gilmore, 1999). Housing project with the specific customization will definitely attract more buyers to consider about it as well. There are clear difference that houses in Kubang Pasu is more lacked of the customization and definitely it looks not unique as the houses in Penang. Therefore, housing contractor in Kubang Pasu should concern into this matter and try to conduct some housing projects with better customization after do a proper market survey. Definitely it will be an absolutely important CSF for the industry.

As a conclusion, based on what we studied so far, we believe that the outcome of our CSFs studies will give positive reflection to the government, housing industry, as well as the customers in Kubang Pasu.

METHODOLOGY

This study proceeded with quantitative path via a study on 100 UUM staff. Data collection exercise was done in two months of October 2015. The analysis was done performed by SPSS version 16 package.

FINDINGS Table 1 clearly shows that factor customization contribute to the highest number of CSF’s mean score which is 4.05. Second highest mean score is derived from factor demographic which gives a total mean of 3.87. The third and fourth factor has almost the same mean amount but factor economy is slightly more than factor geographic. It represents a mean score of 3.68 and 3.67 respectively. The factor give the least impact to housing industry is accessibility which has a mean score of 3.49. The rating is based on the mean scored by every factor and the score of rating are given 1, 2, 3, 4 and 5. Score 1 represented highest or most important factor among the others and followed by 2, 3, 4 and 5 in descending order. Table 1 CRITICAL SUCCESS FACTORS (CSF’s) MEAN RANKING CUSTOMIZATION 4.05 1 DEMOGRAPHIC 3.87 2 ECONOMY 3.6833 3 GEOGRAPHIC 3.6783 4 ACCESSIBILITY 3.4867 5 *1=MOST IMPORTANT 5=LEAST IMPORTANT

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Proceedings of Symposium on Technology Management and Logistics (STMLGoGreen), 8-9 December 2015, Universiti Utara Malaysia

Figure 1: Overall Perspectives CSF’s in Housing industries in Kubang Pasu

Regarding to figure 1, we can conclude that respondents demand more for customization compared to other CSFs. This showed that customization is more important for because the respondents felt that design of houses in Kubang Pasu are not attractive compared to houses in other states. Next, accessibility of house area scored the least in buying the house means respondents are not really concern about the accessibility. These statistics helped us in identify which aspects are most important in a successful housing industry project.

Table 2: Comparison between key demographic factors

*1=MOST IMPORTANT 5=LEAST IMPORTANT

The second part (state of origin) as shown in table 2 indicates that most of our respondents are from Kedah compared to other states with equal number of male and female, that is 22.

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Proceedings of Symposium on Technology Management and Logistics (STMLGoGreen), 8-9 December 2015, Universiti Utara Malaysia

The least number of respondents is from which has recorded only 1 respondent. Finally, the third part (Income per year) of table 2 shows nearly 69 UUM staffs have income rate per year below RM 49 000 and both gender records almost the equal number. Recommendation For house developers

Based on the finding of the research, customization is the most significant critical success factor for housing industry in Kubang Pasu. This proved that respondents concern about this factor and it will affect the performance of housing in Kubang Pasu directly. House developers should concern about this factor and do some changes in designing the house. Customization is the factor that focused on the design of houses. The finding showed that respondent not really interested to buy a common designed house but prefer some unique and customized house. House developers should decorate the houses with modern and unique design to fulfill customized demand of different customers. When doing the changed to the design of houses, developers should concern about the changes in price and should not ignore the affordability of the customers. In fact respondent choose customization as the most prior factor in buying a house in Kubang Pasu, but it does not show that they not concern about the price. Thus, when the housing developers do the adjustment in design of houses, they should concern in the changes of price too. Customization, demography, economy, geography and accessibility are the critical success factors for housing industry in Kubang Pasu and all of these factors bring significant impact to the housing industry. Thus, although developers focus on the customization factor, they must concern about the other factors too.

CONCLUSION

The critical success factor in housing industry at Kubang Pasu area can be generalized in 5 criteria which are economic, geographic, demographic, customization and accessibility. Among these entire factor, customization will be the most important element to be considered when buyer wants to purchase their house because everyone hopes to owned a dream house and expect not to spend more cash in house designing. Therefore, house developers in Kubang Pasu should look into this matter.

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