EXECUTIVE SUMMARY

There are more than a half dozen real estate companies performing in NOIDA

EXTENSION. Almost all of them are focused in Northern Capital Region with their

products for high middle class family. AMRAPALI GROUP, a leading real estate as

well as construction company is functioning in Noida for last 20 years with its more than

a half dozen projects. The company is poised to be the most profitable real estate

company in Noida with its excellent service and fastest sales ratio performance

The objective of the project is to understand the behavior of buyers in NOIDA

EXTENSION Region. The study of consumers is always been very crucial for a company

to position itself in the market. The ultimate purpose of any company is to endeavor to

capture the untapped market and hence increase the market share by introducing new

products with new features. In order to find out new potential customer a company is

need to be fully aware about the trends in perceptions of consumers.

The research is targeted to know how the company can study and analyze the behavior of

consumer. The project has depth study of variation of consumer perceptions while

purchasing homes.

The study of consumer behavior for the company is very important because the products

of real estate industry are much different than any other industry. The reason is that there

is a huge investment while buying a home and the prices of products plays a determining

factor in a consumer’s decision making process.

TABLE OF CONTENTNumber Page

1.0 Introduction 2

2.0 Literature Review 15

3.0 Research Methodology 19 Research Design Sample Design Sample Size Sampling Technique

4.0 Data Analysis and Interpretation 21 Collection Demographic Profile Secondary Data

5.0 Findings 40 6.0 Conclusions, Recommendations and Limitations 42 7.0 Bibliography 46 8.0 Annexure 48

INDUSTRY PROFILE

REAL ESTATEReal estate is "Property consisting of land and the buildings on it, along with its natural resources such as crops, minerals, or water; immovable property of this nature; an interest vested in this; (also) an item of real property; (more generally) buildings or housing in general. Also: the business of real estate; the profession of buying, selling, or renting land, buildings or housing."

Current Scenario of the Indian Real EstateRealty sector in India has seen unprecedented growth after liberalization in 1991. But after government allowed 100% FDI in construction business in 2005, real estate sector experienced phenomenal growth. Before 2005 only Non Resident Indians (NRIs) and People of Indian Origin (PIOs) could invest in realty sector.

There was restriction on foreign investors other than NRIs and PIOs, who could invest only through wholly owned subsidiary or joint venture company in India. After this restriction was lifted, FDI inflow in realty sector increased steeply. In 2003-04, share of realty sector in total FDI inflow was 4.5% which increased to 10.6% in 2004-05 and 16% in 2005-06. Another landmark decision by government in 2005 was lowering of cap on minimum area for development by foreign investors from 100 acres to 25 acres.

This threw open those lucrative parts of Indian realty market to Foreign investors, which were out of bounds for them till then. This also encouraged them to invest profusely in Indian realty market and help it reach new heights.

Currently, contribution of realty sector to Indian GDP is about 5% and its market size is expected to touch US$180 billion by 2020. It has emerged as a popular sector for private equity funds investing about US$1700 million in 2011. FDI inflow in realty sector in 2011-2012(April-January) stood at 2750crore. It is also one of the highest FDI attracting sectors.

After 100% FDI was aloud in 2005, constant inflow of FDI was witnessed in realty sector till mid-2008, when it saw a fall. In Financial year 2007-08, 2008-09 and 2009-10

attracted FDIs of 8.9%, 10.3% and 11% of total FDI but financial year 2010-11 saw a mere 6% FDI in this sector.

In 2011 a new development was seen. NRIs, whose share of real estate buying was 4% previously, jumped to 8% mainly due to depreciation in value of rupee. Later on when rupee plunged to new lows, this trend stabilized. Today, Real estate sector seems to be one of the most lucrative investment options for NRIs and PIOs, due to recent depreciation in the value of rupee against dollar. Rupee has plunged 23% within a year and is bound to rise in future. So, investing in property now can reap rich dividends to NRIs and PIOs once rupee improves. If rise in rupee is similar to its fall (23% within a year), NRI buyers buying properties now will automatically get 23% returns on their investment within a year on this account alone. General increasing trend in property prices will only add to their returns.  

The Indian real estate sector has factors such as the demography and the development of infrastructure, which work to attract further investment. The organized real estate scenario in the country has managed to attract the attention of the FDIs in the country. As per the estimation of the experts’, FDI in real estate will grow from $4 billion to $25 billion in the next decade. In fact, a report from the UN has declared that India ranks next only to China and the US, among the list of most favored investment destination. It is estimated that the FDI inflow to the real estate sector will increase by 20% during the financial year 2012-13.

Some of the recent policy initiatives which are expected to serve as a trigger to boost the investment in the sector include:

1. The Union Budget 2012-13 proposed 1% Tax Deduction at Source (TDS) on transfer of immovable property if the value of the sale is beyond Rs 50 lakh in urban areas and Rs 20 lakh in other regions

2. Foreign citizens of Indian origin have been granted permission by the Reserve Bank of India (RBI) to purchase property in India for residential or commercial purposes

3. FDI up to 100% is allowed under the automatic route in townships, built-up infrastructure and construction development projects subject to certain conditions

4. The government has allowed 51% FDI in multi-brand retail subject to conditions Besides, RBI has also proposed to increase the minimum capitalization requirement for any company with over 75% foreign holding by treating it as a wholly owned subsidiary of the foreign company.

An Overview of Real Estate Scenario in India 2013

Over the last few decades, due to rapid urbanization, increasing income levels, and positive demographics, the real estate sector in India has drawn a major investment. However, owing to the slow growth of Indian economy in the last two years this field of business has shown a deceleration. The real estate sector has come down to 6.5% in the financial year 2012-2013 from a thriving 7.8% in the year 2009-2010. As per the economy survey, the housing sector in India contributes nearly 5% to the overall GDP of the nation. Housing sector business ranks 4th, in regard to the multiplier effect of the country’s financial system. Apart from generating a huge level of employment, this sector also acts as a stimulant for more than 250 subsidiary industries like building materials, cement, consumer durables, brick, paint, steel, and so on.

Some of the major challenges that the real estate industry in the country is facing today are as follows:

1. Deficiency of proper industry status.2. Absence of Title insurance.3. Lack of land titles that are clear.4. Not having enough financial sources.5. Scarcity of laborer.

6. Increasing cost of material and manpower.7. Difficulties in getting approval for different procedures involved 8. Land acquisition policy

However, as the inflation rate has been put on control to a certain extent by the RBI (Reserve Bank of India), there has been a lessening in the cash reserve ratio, so the economy in the country is expected to improve. It has been predicted that the latter half of 2013, will experience a growth in real estate sector. So, a real estate company in India will survive successfully if it also specializes in warehousing logistics in India with a perfect synchronization.

RESIDENTIAL REAL ESTATE

Housing prices have soared much higher than the reach of average Indian in the past decade at an annual rate of 14%. However, price appreciation has slowed significantly during 2012 in the top seven cities of the country, where capital value has gone up by only 1-3 percent. Owing to sluggish sales and increased holding and construction cost, the real estate scenario has found itself in deep waters.

Confederation of real estate developers association of India (CREDAI) responded to the concerns voiced by the government and CREDAI has asked the developers to consider selling maximum number of units at discounted price.

The previously offered freebies and other incentives by the developers are not expected to revive the falling home sales. Along with price correction, there is a possibility of innovative payment schemes and pre-launch benefits will be offered to the buyer. Big developers with massive inventories will be under pressure to offer discounts, so that they can sell off maximum number of units. Although launches have come down by 50% in most of the Indian cities in the past four quarters, residential launches are predicted to be on the rise in 2013.

The availability of debt capital in housing sector is likely to increase while the flow of equity capital will remain stable in 2013. With Securities and Exchange Board of India (SEBI) allowing debt funds to invest an additional 10% in Housing Finance Companies (HFCs), liquidity in the housing market is set to increase.

COMPANY PROFILE

AMRAPALI GROUP

INTRODUCTION

Setting the trend for modern, luxurious and convenient living

A well constructed, luxurious home in a prime location with modern amenities and a comfortable lifestyle - what more could you ask for? This and more is offered by the Amrapali Group, one of the fastest growing real estate development corporates in Delhi and the National capital region.

Focusing on Greater Noida, Indirapuram and other East Delhi locations, the Amrapali Group has completed projects spread over more than 100 acres. What makes the Amrapali group stand out is its steadfast dedication to quality and efficient service. Established by Mr. Anil Sharma, a civil engineer from IIT Kharagpur and a former government employee, Amrapali is run by a group of highly competent engineers and over 50 professional and 150 supervisory-grade employees. Amrapali understands the importance of quality and ensures the best of technology, planning, design and construction for all of its projects.

In a short span of time, Amrapali has developed luxurious residential complexes, townships, family entertainment centres, offices and commercial complexes. With its unmatched expertise in residential development, Amrapali has developed six ultra-modern residential colonies in and around Delhi.

In its projects, the group's first priority is aesthetics. The name Amrapali has been drawn from a historical queen, who was reputed to have the beauty and elegance of the likes of Cleopatra. Design for comfort living is therefore the group's mantra and for this, it employs the nation's best architect, "Hafeez Contractor". The best amenities for comfortable living are included in the group's projects - splash pools, modern club facilities with swimming pools, gym, sports facilities and spaces for community activities offer the best aspects of community living.

On-time project delivery is another advantage that comes with Amrapali’s projects, one that the group takes a lot of pride in. Professional project management, a dedicated site supervision team and a high regard for punctuality mean that buyers and investors are never kept waiting for their property

VISION

Amrapali Group will continue to expand its efforts to grow by meeting customer needs today and in the future by continuing to build partnerships based on trust, and by establishing direct relationships with our customers. We accomplish this by responding to changing market condition, building a performance driven culture that continues to provide value-added construction services to our customers, by improving job site productivity through effective job controls, maintaining a safe workplace and utilizing the latest technology and by creating an environment that fosters growth and development of our people.

MISSION

To perform for our customers the highest level of quality construction services at fair and market competitive prices.

To ensure the longevity of our company through repeat and referral business achieved by customer satisfaction in all areas including timeliness, attention to detail and service-minded attitudes.

1010Our pledge is to establish lasting relationships with our customers by exceeding their expectations and gaining their trust through exceptional performance by every member of the construction team.

To maintain the highest levels of professionalism, integrity, honesty and fairness in our relationships with our professional associates.

SUCCESS STORY

Very rarely has a real estate developer achieved such high repute and standing. In the current scenario, when the Indian economy is growing steadily, real estate is one of its main drivers. This also means intense competition among developers and more choice for the home buyers. As consumer awareness grows; quality, range of amenities, long- term performance and on-time delivery become the discerning factors and developers who can consistently meet these needs will emerge as winners.

The Amrapali Group’s constant and conscious attention to these factors since its inception has prepared a firm ground for a bright and soaring future. A strong base of technical expertise and sturdy financial standing ensure that the group has a long innings and a long-term commitment to developing healthy, pleasant and comfortable communities.

IN NOIDA EXTENSION

Centurian park Dream valley Dream high rise Leisure valley Leisure park Terrace homes Tropical garden Verona heights La resiencia IT park Kingswood GOLF HOMES

Why Invest in Noida Extension?

It is the best time to invest in Noida Extension. As the new land acquisition policy of the UP government will push the real estate prices up, this could well be a dream investment for those who enter the market at this juncture.

If you plan to buy property in the twin cities of Noida Extension, do not delay. It is the best time to invest as the new land acquisition policy announced by the UP government recently, promises an investor's dream being realized. The property rates in the twin cities could again skyrocket, thanks to the hefty compensation package announced for farmers.

Under the new policy, undoubtedly, authorities will have to face an extra burden, as developing authorities will be forced to hike the existing rate. It is believed that the district administration is also planning to revise the circle rates (as a projected 25-30% hike in existing rates). Such a projected property hike will make both Gurgaon and Faridabad comparatively cheaper to live in. However, in terms of infrastructure like the roads, sewers, water and connectivity, Noida Extension will always be the best.

In the new acquisition policy, developers can acquire land directly from farmers and acquisitions can only happen with the mutual consent of 70% of the farmers in a given area. In case of disagreement, the project would be reviewed. In the affected villages where land has been acquired, the developer would have to construct a KisanBhavan as well as a model school.

Planned implementation and fast progress is synonymous with UP. It is believed in the real estate circuit that under the prevailing circumstances, implementation of all the mega plans for UP would see light of day in the next few years. It is clear that those areas where land has already been acquired and compensation distributed to farmers will be out of the ambit of new land acquisition policy.

Get ready for a breath of fresh air... ... in a city where the future is present and ultra-modern infrastructure is ready and waiting for you. Come witness a glorious partnership of industry with nature, life with lifestyle and administration with enterprise. Welcome to Noida Extension - world city where the grass is greener, the roads wider, the air cleaner and proactive governance is a way of life. No delays, no congestion, no problems. NoidaExtension, a world city planned with an obsession is ready to welcome you to the future.

There are a number of investment opportunities available in NoidaExtension. Some of these are available in the following sectors

ResidentialIt is the kind of living in a prime suburban neighborhood that you've always dreamt of - in your own home with large rooms amidst open spaces that encompass lawns, gardens and a driveway. Also, where you enjoy 24-hour power and water supply and plenty of fresh air. Now, it's within your reach. Just a half-hour drive from Delhi - via the DND Flyway and six-lane expressway to Noida Extension, in an uncongested, pollution-free environment with world-class facilities for better living.

IndustrialGreater Noida Industrial Development Authority (GNIDA) is the nodal agency responsible for overall development of the Noida Extension City. The GNIDA was

established in Jan. 1991 under the UP Industrial Area Development Act, 1976.The Act mandates Planning, Development, Operations & Maintenance and Regulatory functions to a single agency – GNIDA.

GNIDA is also responsible for attracting investments in the city. The Development model of Noida Extension is: • Provision of Quality Infrastructure• Attract Industries• Employment Generation• Growth& Development of the City Ecotech - Industry friendly and eco-friendly as well

Commercial Noida Extension has earmarked sectors for commercial activity in an area of 153.63 ha. These opportunities cover shopping malls, multiplexes, convenient sector shopping. These are available in various sectors as well as in the adjoining residential areas. The Greater Noida Industrial Development Authority floats regular schemes from time to time.

InstitutionalCall it our destiny or call it our vision. But Noida Extension is shaping up as India's smartest city, the National Capital Region’s most modern urban development. And the fastest-developing center of attraction for people from Delhi, Noida, Ghaziabad, Gurgaon and Faridabad.

LITERATURE REVIEW

The Real Estate Industry is one of the fastest growing industries in oureconomy, with a Compound Annual Growth Rate of approximately30%.Developments in the real estate sector are being influenced by the developments in the retail, hospitality and entertainment (e.g., hotels, resorts, cinema theatres) industries, economic services (e.g., hospitals, schools) and information technology (IT)-enabled services (like call centers).

Impact of consumer attitude towards Residential Real Estate

Real estate market is experiencing a good growth these days. With an increase in the

buying power, the demand for acquiring residential property is also on the rise as more

people are interested to live in luxurious homes or invest in property that will appreciate

significantly in the future. Following the house price collapse of the late 1980s in the UK,

there was considerable criticism of the valuation methods used by residential values. In

particular for the current research, the valuation methods employed by values had not

taken account of buyer behavior in the valuation process, which contributed to inaccurate

valuations. This research investigates both the attitudes of the consumers of residential

property and the actual valuation methods used by values to determine whether they

account for buyer behavior accurately. The study was undertaken on a cross-national

comparative basis in the UK, Ireland and Australia and pursued on a qualitative basis.

Overall, the research concludes that although values believe that buyer behavior is an

important part of the valuation process they simply do not consider buyer preferences. In

effect, values have reduced the valuation task to a confirmation of bid price and, because

of lender pressure which occur worldwide, values overlook the economic sustainability of

the property asset, which has severe implications for housing markets and national

economies that interact with these markets.

Economic problem in commercial Real Estate Sector

Commercial Real estate sector is the fastest growing sector. The advantage of

commercial projects is the attractive leasing rates which have impressive returns and

considerable monthly cash flows.David (2008)shows the reports on the economic

problem faced by the commercial capital's property sector, after the terrorist attacks in

Mumbai, India in December 2008. As developers struggle to find buyers in a city that

once boasted the world's most expensive commercial properties, the terrorist attacks are

scaring away foreign investors that were considering buying into India, and they have

made domestic buyers rethink their purchasing plans. According to an industry analyst,

the main risks to investing in the realestate sector in India have increased in recent times

due to a tougher credit environment for realestate companies especially for those that

have a lot of refinancing; high property prices, and risks of a sector slowdown; and

execution risks.

Role of Selling Price and Marketing Time in the Residential Real Estate Market

Selling price and marketing time plays a vital role. Marketing time varies with the level

of contract mortgage rates for houses of equal quality.Bin Han (spring89) examines the

complex relationship between selling price and marketing time in a large sample of

single-family homes.A key finding is that, for houses of equal quality, marketing time

varies with the level of contract mortgage rates. Over-pricing by sellers is not a

successful strategy, however, even under market conditions in which houses in general

sell relatively quickly.Finally, marketing time is significantly shorter for newer homes,

particularly those in medium or high price ranges, but a home's size has no significant

effect on the number of days it remains on the market.

Affect on Housing Developers in Real Estate businessThe role of housing developers is to provide all basic amenities like good quality and

timely delivery of the property. It is very important that the consumers are satisfied with

the developers work and remain associated with it. Mukhija (2004) examines the policy

advice of enabling markets and market-based actors to provide affordable housing in

developing countries. In this case, after receiving public sector help, the developer

stopped constructing housing for low-income groups. The paper argues for a more

cautious, circumspect and varied approach because enabling strategies focused on market

actors can produce highly uncertain outcomes. In addition, it emphasizes that policy-

makers need a better understanding of how the informal and formal sectors can overlap.

Enabling informal developers can be even trickier because public support can reduce

their flexibility and incentives, as well as impacting on the expectations and opportunities

of the home-buyers.

Real estate market is experiencing a good growth these days. With an increase in the

buying power, the demand for acquiring residential property is increasing as well as the

Commercial Real estate sector.The advantage of commercial projects is the attractive

leasing rates which have impressive returns.Selling price and marketing time also plays a

vital role and marketing time varies with the level of contract mortgage rates for houses

of equal quality.The role of housing developers is to provide all basic amenities like good

quality and timely delivery of the property. It is very important that the consumers are

satisfied with the developers work and remain associated with it.

RESEARCH METHODOLOGY

OBJECTIVES:

To study the consumer behavior in the real estate market for residential purpose for Amrapali Group.

To study the various factors affecting the consumers buying decision in case of residential property.

To find out the expectations & need of the consumers from Amrapali Group.

RESEARCH METHODOLOGY

RESEARCH

Research can be defined as : “a careful investigation or inquiry specially through search for new facts in any branch of knowledge.”

Research is, thus, an original contribution to the existing stock of knowledgemaking for its advancement.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.

TYPE OF RESEARCH

The research type is DESCRIPTIVE RESEARCH; it includes surveys and fact-finding enquiriesof different kinds. The major purpose of descriptive research is description of the state ofaffairs as it exists at present.

TYPE OF QUESTIONS

Standard questions.(Attached Annuxure)

TYPE OF ANALYSIS

Statistical analysis

RESEARCH TECHNIQUE

Survey method technique was used. Contact method Interviews with the respondents.

SAMPLING PLAN

Sample size: The overall sample size was 40 consumers (20 are already booked & 20 are first time visitors.)

Sample element: Potential buyers of residential property. Sample location: Noida Extension

SAMPLING TECHNIQUE

Convenience Non Probability sampling technique has been used.

Convenience sampling is used in this study because it allows the researcher to obtain basic data & trends about the customer preference & buying behavior without much complication.

The main advantage of using Convenience sampling in this research is:

It is an inexpensive research technique. Data collection is faster & accurate due to Convenience Sampling technique.

Respondents are chosen according to the researcher convenience which results in faster collection of data & is highly accurate as less amount of time is taken of respondents in filling up the questionnaire.

Quality of the data is high because respondents do not have to recall the parameters as they are already mentioned in the questionnaire which raises the quality.

RESEARCH INSTRUMENT

The research instrument used was the Direct Interaction with the consumers & Questionnaire was used.

As the questionnaires is a series of questions asked to individuals to obtain statistically useful information about a given topic.When properly constructed and responsibly administered, questionnaires become a vital instrument by which statements can be made about specific groups or people or entire populations.

They are a valuable method of collecting wide range of information from a large number of individuals or respondents.

DATA ANALYSIS & INTERPRETATION

COLLECTION:

Questions asked to various buyers in a non-randomly selected sample of 40 persons & were interviewed using a questionnaire.

DEMOGRAPHIC PROFILE:

Primary data is important for all areas of research because it is unvarnished information about the results of an experiment. It is like eyewitness testimony at a trial. No own has tarnished it or spun it by adding their own opinion or bias so it can form the basis of objective conclusions.

The questions asked to various consumers in statistically selected sample of 40 persons who were interviewed using a questionnaire.

SECONDARY DATA:

The research is done completely on survey basis, only briefs with respect to certain statistical figures of the real estate sector has been referred from such sources such as Web, etc.

ANALYSIS:

(Consumers which have already booked their flats)

AGE:

Age No. of peopleBelow 25 yrs 025-35 yrs. 635-45 yrs. 1245-55 yrs. 1Above 55 yrs 1

30%

60%

5% 5%

No.of people

Below 25 yrs25-35 yrs.35-45 yrs.45-55 yrs.Above 55 yrs

Fig.1: Interpret thatpeople who are interested & booked took time to evaluate before making decision & still after, backed their conscious via confirming visits.

FLAT AREA SEEMED BY THE CONSUMERS

Flat area No. of people800-1000 sq.ft. 81000-1200 sq.ft. 81200-1400 sq.ft. 21400-1600 sq.ft. 2

40%

40%

10% 10%

No. of people

800-1000 sq.ft.1000-1200 sq.ft.1200-1400 sq.ft.1400-1600 sq.ft.

Fig.3: Interpret that the most of the people in that area were seeking for 800-1000 sq.ft. &1000-1200sq.ft. Of area which shows that people were looking for small size flats for them.

RENTAL PREVIOUS RESIDENCE

Previous residence rental No. of people

Yes 4

No 16

20%

80%

No. of people

yesno

Fig.4: Interpret that from the survey 80% of the people had their own residence in the NCR region but the thought of second home & a property of great appreciation is an appealing criteria for the purchase.

TYPE OF PREVIOUS RESIDENCE

Previous residence No. of peopleDeveloper house 2

Independent house 10

Society flats 6

Others 2

10%

50%

30%

10%

No.of people

Developer houseIndependent houseSociety flatsOthers

Fig.5: Interpret that most of the people were residing in their own independent house& after that they were looking for a new property.

AMRAPALI QUALITY

Amrapali quality Excellent Good SatisfactoryNot Good

Amrapali Website 3 13 3 1

Project Brochure 6 13 2

Overall Appearance of Office 7 10 3

Information Quality given by the Team 6 11 3

Overall experience 7 10 3

Amrapali

Web

site

Projec

t Brochure

Overall

Appearan

ce of O

ffice

Informati

on Quality g

iven by t

he Team

Overall

experi

ence

0

2

4

6

8

10

12

14

ExcellentGoodSatisfactoryNot Good

Fig.7: Interpret that satisfaction level is maintained throughout the factors considered.

PEOPLE FOUND ADVANTAGES IN AMRAPALI

Advantages found in Amrapali No. of people

Location 17

Price 16

Construction 9

Possession 0

40%

38%

21%

Advantage

LocationPriceConstructionPossesion

Fig.8: Interpret that most of the people found “Location” as the most important advantage of the Amrapali Group.

VISIT TO OTHER GROUPS

Visit to other groups No. of people

Yes 12

No 8

60%

40%

No. of people

Yes No

Fig.9: Interpret that 60% of people visited the other groups & then chooses AMRAPALI shows how there is difference between the Group & the rest.

(Consumers which were the first time visitors)

AGE

Age No. of peopleBelow 25 yrs. 425-35 yrs. 1235-45 yrs. 445-55 yrs. 0Above 55 yrs. 0

20%

60%

20%

No. of people

Below 25 yrs.25-35 yrs.35-45 yrs.45-55 yrs.Above 55 yrs.

Fig.10: Interpret that the people who were the 1st time visitors were the young investors or early age home seekers.

HOW PEOPLE CAME TO KNOW ABOUT “AMRAPALI GOLF HOMES”

Came to know about AMRAPALI GOLF HOMES No. of peopleNewspaper ads 3Television ads 1Website 4Word of Mouth 8Broker 2Outdoor 2Others 0

15%5%

20%

40%

10% 10%

No.of people

Newspaper adsTelevision adsWebsiteWord of MouthBrokerOutdoorOthers

Fig.11: Interpret thatAmrapali has good brand reputation & brand recognition&other modes of media are also adding a feather to the cap when talking about the brand recall.

AMRAPALI QUALITY

Amrapali quality Excellent Good Satisfactory Not Good

Amrapali Website 4 11 5

Project Brochure 13 7

Overall Appearance of Office 9 10 1

Information Quality given by Team 8 12

Overall Experience 6 13 1

Amrapali

Web

site

Projec

t Brochure

Overall

Appearan

ce of O

ffice

Informati

on Quailty g

iven by T

eam

Overall

Experi

ence

0

2

4

6

8

10

12

14

ExcellentGoodSatisfactoryNot Good

Fig.12: Interpret thatalthough people rated some of the features of Amrapali fairly above average but still recognition & trust carries the brand a far.

\

PEOPLE FOUND ADVANTAGES IN AMRAPALI

Advantages found in Amrapali No. of people

Location 11

Price 13

Construction 2

Possession 0

Others 1

41%

48%

7%4%

No. of people

LocationPriceConstructionPossessionOthers

Fig.13: Interpret that having the distinguished prices in terms of cost effectiveness& transparency of all inclusive rates somehow appealed when compared to competitors.

VISIT TO OTHER GROUPS

Visit to other group No. of people

Yes 12

No 8

60%

40%

No. of people

YesNo

Fig.14: Interpret that despite being in the era of information overload people few trust the brand as it is & rest being calculative tend to justify their conscious & take a assuring decision.

FINDINGS:

As per the analysis, it shows that the consumers who are the 1sttime visitors are

the early investors or can say early home seekers in comparison those who

already booked their flats in the NOIDA EXTENSION Region.

Research shows that among the factors which affect the behavior of the consumer

in buying a property is Project Locationis an important factor but in association

with Public Services.

Analysis shows that the people most of them were residing in their own

independent house & after that they purchased a new house for themselves. In a

way that financial independence is what today generation is seeking for.

According to the analysis, it shows that people got to know about the group or

project mostly by the print media& through Word of mouth.

Analysis shows that many of the consumers rated Amrapali group fairly above the

average in terms of relative description about project brochure & company

website.

Research shows that the best advantage of the group is the Location &

Consolidated Pricing they are offering to the people for the product.

CONCLUSION

AMRAPALI GROUP is a leading real estate company and it would not be wrong to state

that Amrapali Grouphas a valuable presence in real estate market. The company is poised

to be the most profitable company in NOIDA EXTENSION.

This project gave an opportunity to know in detail about the Residential side of the Real

Estate Sector.

It helped in knowing about the consumer behavior and what parameters are they looking

before buying a property.

Amrapali’s promotional and advertisement activities are excellent but they should try to

focus more on enhancing their technology and maintain their brand name.

Amrapali’s basic presence is in Northern India, especially in Delhi and NCR Region and

the group is also having with various other projects in Udaipur, Vrindavan, Indore,

Raipur and Jaipur but for further growth, it has to come up with projects all across India.

Amrapali is a group with so much of brand recall & recognition that people who had

already booked their flats are coming back to buy a new flat or invites new people to buy

the flats.

As the location & price of the projects is the best factor which attract more & more

consumers towards the brand.

RECOMMENDATIONS

1) Most of the Amrapali’sprojects are Residential but having the potential they should

come out with vibrant possibilities for commercial& attract valued retailers.

2) Demand for ready to move in projects are always there but this territory enjoys under

construction property exposure but the customer over here knows the value and the

advantages of having patience of witnessing property growth & enumerating the

appreciations in the coming future.

3) Customers are looking for those builders which use excellent construction material and

provide them timely possession of the property. Reputation of the builder depends upon

how particular the builder is in delivering the property and Amrapali need to focus on

maintaining his reputation by scheduled completion of the projects.

4) More focus should be given on the aggressive promotion strategies as remains of

inventory is still in a great volume

SCOPE

This study will be beneficial to AMRAPALI GROUP to know about different consumer behaviors towards the Residential Property in Noida Extension.

Also the company comes to know, what are the various factors which affect the behavior of the consumers in buying the property.

Company comes to know the expectations & needs of the consumer for future prospects.

Hence, this study will provide information to company & consumers.

LIMITATIONS

1. The survey was restricted to a selected area in the Noida Extension area.

2. The sample size of the survey was less in number.

3. Rainy season was a hurdle for this survey.

4. The response from the respondents was fair enough.

5. The survey area was a bit far from the city of Noida.

BIBLIOGRAPHY

http://www.ibef.org.com/

http://en.wikipedia.org/wiki/ Real _ Estate

http://www1.grantthornton.in/html/gt_insight/real-estate/investment-scenario/

http://www.sooperarticles.com/real-estate-articles/property-investment-articles/overview-real-estate-scenario-india-2013-1193050.html

ANNUXURE

(QUESTIONNAIRES FOR THOSE WHO ALREADY BOOKED THEIR FLATS)

Questionnaire

Name:

Occupation

Age:

Below 25 yrs. 25-35 yrs.

35-45 yrs . 45-55 yrs.

Above 55 yrs .

1. To what extent do the following factors influence your choice of a housing complex:

NOT AT ALL VERY LARGE EXTENT

Location (1 2 3 4 5)

Price range (1 2 3 4 5)

Connectivity to public transport (1 2 3 4 5)

Proximity to work place (1 2 3 4 5)

Availability of loan (1 2 3 4 5)

Easy flexible payment plan (1 2 3 4 5)

Density of Population (1 2 3 4 5)

Water & Power Availability (1 2 3 4 5)

Security (1 2 3 4 5)

Car Parking (1 2 3 4 5)

Club Membership (1 2 3 4 5)

Possession Time (1 2 3 4 5)

Public Services (1 2 3 4 5)

2. How much area f FLAT are you seeking?

800-1000sq.ft. 1000-1200sq.ft.

1200-1400sq.ft. 1400-1600sq.ft.

3. Your previous residence was a:

(Mention if rental- Yes No )

Developer housing complex

Independent house

Society flats

Others

4. How do you come to know about “AMRAPALI GOLF HOMES “of AMRAPALI GROUP?

Newspaper Ads Television Ads

Website Word of Mouth

Broker Outdoor

Others

5. Please rate the AMRAPALI in following quality: EXCELLENT GOOD SATISFACTORY NOT GOOD

Amrapali website

Project Brochure

Overall Appearance Office

Information Quality

given by the Team

Your overall Experience with

Amrapali so far.

6. What are the differences you find?

Location Price

Construction Delivery time

Others please mention:-

(You can mark more than 1)

7. Any other suggestions

8. Have you also visit other groups?

Yes No

Please specify:

(Questionnaire for those who visit for the 1st time)QUESTIONNAIRE

1. How do you come to know about “AMRAPALI GOLF HOMES “of AMRAPALI GROUP?

Newspaper Ads Television Ads

Website Word of Mouth

Broker Outdoor

Others

2. Please rate the AMRAPALI in following quality: EXCELLENT GOOD SATISFACTORY NOT GOOD

Amrapali website

Project Brochure

Overall Appearance Office

Information Quality

given by the Team

Your overall Experience with

Amrapali so far.

3. What are Advantages you find in AMRAPALI?

Location Price

Construction Possession time

Others please mention:-

(You can mark more than 1)

4. .Any other suggestions:

5. Have you also visit the other groups?

Yes No

Please specify:-

Name:

Occupation

Age:

Below 25 yrs. 25-35 yrs.

35-45 yrs . 45-55 yrs.

Above 55 yrs .