A

Project Report
On

“A study on consumer buying behavior for "JK Developers "

Submitted to
“Savitribai Phule Pune University”

In Partial fulfilment of the requirement for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

(MARKETING)

Submitted By
“AKASH FULCHAND MUSALE”
Under the Guidance of
Prof. KAUSTUBH VEERKAR

SINHGAD INSTITUTE OF BUSSINES

ADMINISTRATION AND RESEARCH
Kondhwa Bk Pune 411048

(Academic Year 2021-2023)

1
 DECLARATION

Mr. AKASH FULCHAND MUSALE hereby declare that, the project report entitled

“A STUDY OF CONSUMER BEHAVIOR FOR "JK DEVELOPERS "

Is original and has been carried out by me as a student of M.B.A research work carried out by the
guidance and supervision of PROF.KAUSTUBH VEERKARthe information has been collected
from genuine & authentic sources. The work hasbeen partial fulfilment of the requirement of MBA
to Pune University.

Place: -

Date: -
AKASH FULCHAND MUSALE.
Name of the Student

2
 ACKNOWLEDGEMENT

Every single moment; whether of a success or a failure during my project work is sharedby a lot many
people who helped me throughout this project work. This is the most important page of my report in
which try to express my sincere gratitude towards thesepeople.

Firstly, I would like to express my heartfelt thanks to Sinhgad Institute of Business Administration
and Research. Pune (SIBAR) for giving me an opportunity to undergo Summer Training at JK
Devolopers.

I hereby, take the opportunity to thank Director, MBA, SIBAR to give me this opportunity and my
project guide Prof.Kaustubh veerkar. (Faculty, SIBAR) for their guidance and encouragement
throughout the project. Their presence as a mentorhelped me in achieving my goal in a smooth and
prompt manner. The immense knowledge and wisdom which I gained from them is reflected in this
report

I take this opportunity to thank, Mr. Ganesh Katake (Director,JK Devolopers ), to allow me for doing
the summer project. They were kind enough to render their valuabletime to me at each stage of my
project.

I am also thankful to my friends and family for their moral support and all those who helped me
directly or indirectly during the tenure of this project.
Place: SIBAR Pune

Date:

AKASH FULCHAND MUSALE

Name of Student

3
 INDEX

Chapter No. Content Page No.

1 Executive summery 5

2 Introduction 9
Objective & Scope of the Study

3 Organization Profile 14

4 Literature Review 19

5 Research Methodology 25

6 Data Analysis 29

7 Finding and conclusion andRecommendations 46

Suggestion

8 Learning Outcome 50

9 Bibliography 52

10 Appendices (QUESTIONAIRE) 53

4
 CHAPTER 1

EXCUTIVE SUMMARY

5
 EXECUTIVE SUMMARY

As Business Associate at JK Devolopers. I was working on a project for researching and generating
new business leads for JK Developers is a Real Estate company which works as a channel partner
forall the Top Developers in India. It does all the marketing and sales activities such asdigital
marketing etc.

The process for generating leads starts with digital marketing such as social media (Facebook,
Instagram, LinkedIn, and Google ads) then doing corporate activities inwhich we gave visits to
companies and gave them presentations of the projects. Through these ads and activities clients
start enquiring, to which to which we cater by calling/meeting them and then arranging a site visit
for the same and providing them pick and drop facility. What’s happens on a site visit is the client
is briefed about all the projects which suit their budget and liking. He is further consulted aboutthe
pros and cons of all the projects. Client is also assisted in home loans. I have provided 5 qualified
leads to the organization in my term of internship till now. I was also responsible for doing the
research of all the projects in a specific area. I useto connect with the sales team of all the developers
and making new tie-ups where had JK Developers. yet not reached. RERA has been a big move
by the government for the real estate industry as it was a very much unorganized sector till 2017.
With RERA coming in, the accountability has increased leaps and bounds forDevelopers as well
as the channel partners. I used to visit project sites which are RERA registered only, then get an
agreement signed between the Developer and JK Developers. To give you an example, JK
Developers works

6
 With JK Developers, VTP, Majestique, Vilas Jawdekar Developers, Godrej Properties, pride world
city, Panchshill Realty, Lodha Group, Gera Developers to name a few. JK Developers happened
to be exclusive channel partners for them. Now within Pune specifically, there was one company
which had about 500 units, just to tell you the size of the target company.So this construction
Company was our clientand they were not strong in their marketing, here JK Developers helped
them in sell out there 120 plus flats within two months. JK Developers also wanted to know what
newproducts are in the coming years to come, which couldbe beneficial for them to sell.So there was
a survey, we planned about 100 and wereable to do 50 interviews. It was reveling of the facts that
came out and they could predict how they could or could not use it. Based on this our client
construction company was going to go fora sales pitch to the same channel partner company. So
they used primary desk research to interview such prospects and understand the product outlook
for their own lines of product and then the idea was to go with a very prepared sales pitch. I had
also worked on a project that aimed at connecting with various activity and social work for various
companies in the Pune market to schedule an appointment with them to survey on "consumer buying
behavior towardsreal estate' The processof appointment setup begins with creating database and
connecting with channel partners and builders, sales manager and directors and calling them up to
schedule an appointment for the survey.

ABOUT JK DEVELOPERS

JK Developers has proudly stood tall as a leader in Pune’s real estate development sector for over 30
years. When the group commenced operations in 2015 under the ableleadership of its Chairman &
Managing Director, MR Ganesh Katke, they started a cement trading business. Construction and
development began only in 2015 under thename of JK Developers

7
REASON FOR SELECTING TOPIC:

Pune has always been a lucrative destination for the real estate sector. Realtors from across the
country are attracted to this metropolitan city due to its value-oriented return of investments and
remarkable livability quotient. While the global COVID-19pandemic did delay launches and
related revenue opportunities, Pune proved to be a resilient market that bounced back with a rapid
recovery. A recent report by CBRE stated that there was over 75 percent growth in housing sales
across the top seven cities in India in H1 2021, with Pune being at the forefront with an
approximate 26 percent share in sales. This showcases the potential of the city’s residential market.
As the city’s realty sector gradually levitates back on its growth trajectory, the following are a few
key reasons for this outcome and why Pune is poised to be a thriving realty destination in the near
future: As the city’s realty sector gradually levitates back on its growth trajectory, the following are
a few key reasons for this outcome and why Pune is poised to be a thriving realty destination in the
near future:

8
 Chapter 2

INTRODUCTION

OBJECTIVE & SCOPE OF STUDY

9
 INTRODUCTION

Most real estate study is based on neoclassical economic theory that assumes that people make
rational decisions about renting and buying real estate as part of their attempt to maximize utility.
While recognizing that real estate markets are imperfect,most real estate researchers do not examine
the influence that the diversity of real estate consumers has on the demand for real estate.
Consumers are complex humanbeings driven by internal and external forces, some of which are
beyond their controland many of which they are relatively unaware. Rather than ignore the human
element of decision making or put all aspects of nonfinancial decision factors in a black box called
"tastes and preferences," real estate students, professors, and practitioners can benefit from
integrating the study of consumer behavior with the financial economic approach to real estate
study. Greater knowledge of real estate consumers and their behavior will lead to better
understanding and prediction of decision maker’s actions in the real estate market. The purpose of
this paper is to present some of the most common consumer behavior concepts and explain how
integration of consumer behavior theories and understanding would improve real estate study. Real
estate is "property consisting of land and the buildings on it, alongwith 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. The fact that major real
estatecompanies in India are going public proves the potential of the Indian property market.
Starting from infrastructure development to residential complex. Commercial real estate to retail
space development, the property market in India is

10
booming with all kinds of activities. Due to the Government approval of 100% FDIin India, real
estate development and study capital market, some major investmentsare being made in the real
estate sector. Buyers from all across the world are showinginterest in Indian property and it now
features at the top of the list of the international real estate investors. Pune Real Estate-Pune's real
estate market over the past fewyears has been witnessing a steady slowdown. The market,
which normally seesabsorption of around 20,000-22,000 units every six months, has been
witnessingabsorption of lesser than 15,000 units on a half-yearly basis. While realtors blamethe
wait-and-watch policy of buyers and the global slowdown for the trend, buyerson the other hand
blame artificial inflation in the market for deferring their investments. Most new launches are
concentrated in the newly developed and fringe areas of the city such as:

VimanNagar, Kharadi, Wagholi, Pashan, Bavdan, Susgaon, Baner, lohegaon,kalyani

Nagar, keshav nagar, Hadapsar, Manjri, Hinjewadi, Handewadi and Phursungi.

CONSUMER BEHAVIOUR

The study of consumer behavior (CB) is very important to the marketers because it enables them
to understand and predict buying behavior of consumers in themarketplace; it is Concerned not
only with what consumers buy, but also with why they buy it, when and where and how they buy
it, and how often they buy it, and alsohow they consume it & dispose it. Consumers are created and
maintained through marketing strategies. And the quality of marketing strategies depends on
knowing, serving, and influencing consumers. In other words. The success of a business is to
achieve organizational objectives, which can be done by the above two methods. Thissuggests that
the knowledge & information about consumers is critical

11
for developing successful marketing strategies because it challenges the marketers tothink about and
analyze the relationship between the consumers & marketers, and the consumer behavior & the
marketing strategy.

Marketing is so much more than creating a catchy phrase or a jingle people will sing for days.
Understanding consumer behavior is a vital aspect of marketing. Consumerbehavior is the study of
how people make decisions about what they buy, want, need,or act in regards to a product, service,
or company.

MEANING OF CONSUMER BEHAVIOUR

The term consumer behavior, individual buyer behavior, end user behavior and consumer buying
behavior all stands for the same. Consumer behavior is the studyof how individuals, Groups and
Organization select buy, use and dispose of goods and services, ideas or experiences to satisfy
their needs and wants. According to Belch and Belch, "consumer behavior is the process and
activities people engage inwhen searching for, selecting, purchasing, using, evaluating and
disposing of products and services so as to satisfy their needs and desires"

The Consumer Behavior is the observational activity conducted to study the behavior of the
consumers in the marketplace from the time they enter the market and initiate the buying
decision till the final purchase is made. The marketers believe that by understanding what
compels an individual to buy a particular product or service over the other, it is easy to identify
which product are in need and which have become obsolete and accordingly the marketing
strategies could bedesigned.

12
 OBJECTIVE & SCOPE OF STUDY

Objective of the Study:-

➢ To know about the real estate market in Pune.

➢ To study customer behavior towards purchase of flats in Pune.

➢ To understand what are the customer preferences while purchasing property.

The main objective of this study is to know the perception of customers about various factors

affecting their choice of residential apartments. This study will help real estate developers and

agents to focus on the parameters demanded by the buyersfor enhancing the buying appeal for the

properties. It will also help them in deciding which factors to be highlighted while promoting

residential apartments in Pune.

SCOPE OF THE PROJECT: -

● This report aims to provide a detailed analysis of the Pune’s residential &commercial
real estate market.
● It involves overall study of real estate market of West Pune.

13
 CHAPTER 3

ORGANIZATION PROFILE

14
 ORGANIZATION PROFILE

COMPANY PROFILE

Company Name JK Developers

Company Active
Status

RoC RoC-Pune

Registration 208819
Number

Company Company limited by Shares

Category

Company Sub Non-govt company

Category

Class of Private
Company

15
Date of 22 February 2022
Incorporation

Age of 0 years, 10 month, 13 days

Company

Activity Real estate activities with own or leased property. [This class includes
buying, selling, renting and operating of self-owned or leased real estate
such as apartment building and dwellings, non-residential buildings,
developing and subdividing real estate into lots etc. Also included are
development and sale of land and cemetery lots, operating of apartment
hotels and residential mobile home sites.

16
ABOUT US:

JK Developers is a Real Estate Activities company based at SB Road, Shivaji Nagar, Pune. The
founder of this company is Mr. Ganesh Katake JK Developers incorporated on 01October 2018.
It is classified as Non-government Company and is registered at Registrar of Companies, Pune. Its
authorized share capital is Rs. 10,000,000 and itspaid up capital is Rs. 153,260. It is involved in
Real estate activities with own or leased property. [This class includes buying, selling, renting and
operating of self- owned or leased real estate such as apartment building and dwellings, non-
residential buildings, developing and subdividing real estate into lots etc. Also included are
development and sale of land and cemetery lots, operating of apartment hotels and residential
mobile home sites. Ace Prime Infra prides itself as having the highest performance level in our
industry. -

Our pioneering initiative has set standards and has leads the way for many to follow.A combination
of our experience dedication to out craft, professionalism and reliability makes us the most
dominating Real Estate broker in India today. We are registered and certified by the India land
department professionally acclaimed nationalized. With our second to none approach, taking pride
in our professional attitude, cutting edge marketing tools, our unparalleled team of qualified agents
andthe ability to provide exceptional service to our clients. We are Number One in the Business of
Real Estate. We set standards. Prop. Inn prides itself on the fact that ourproperties are at competitive
market prices, which attract both buyers and sellers toour fair representation policies.

17
With gratification we continue to gain Exclusive listing contracts and boast one of the largest active
databases in the Pune. Our multicultural team is an integral part ofthe way we succeed as one of
the leading real estate companies in the Pune. We arededicated, diverse and highly qualified. We
are committed to meet each client’s specific.

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 CHAPTER 4

LITERATURE REVIEW

19
 Literature review

Engel et al. (2005) defined consumer behavior as "those activities directly involvedin obtaining,
consuming and disposing of products and service, including thedecision processes that precede and
follow these actions. Moreover, Schiff man andKanuk (2010) mentioned that consumer behavior
is "the behavior that consumers display in searching for purchasing, using, evaluating and
disposing of product, service and idea which they expect will satisfy their needs". Therefore,
knowing thefactors which influence the buying behavior for a product could increase the sales
volume. Same holds true for residential apartments. In the paper, "Consumer Behavior
Applications To Real Estate", presented at the American Real Estate Society Meeting April 1998,
by Prof. Karen M. Giber and Prof. Susan L. Nelson, Mercer University Drive Atlanta, it is stated
that. Most real estate study is based onneoclassical economic theory that assumes that people make
rational decisions aboutrenting and buying real estate as part of their attempt to maximize utility.
The study of consumer behavior is the study of individuals, groups, or organizations in the
selecting, purchasing, using, and disposing of goods and services to satisfy needs and desires.

Decision making are a function of both internal and external influences on behavior, this paper
studies the Internal Determinants of the Consumer Behavior like; Motivation, Perception,
Knowledge and Learning, Attitudes, Self-Concept, Personality and Lifestyle and External
Determinants of the Consumer Behavior likeReference Groups, Culture, Subculture, Social Class
and Family, which influences the demand for different housing Types. The authors have concluded
that, Appraisalattempts to estimate the value of property to consumers. Market analysis attempts to

20
Predict consumer demand for real estate services. Investment analysis examines therequired and
expected rate of return to an investor, and finance analyzes consumers' mortgage choices and
likelihood of repayment. The study of consumer behavior involves trying to understand complex
human beings and the reasons they act the way they do in the marketplace. It recognizes that
consumer decisions take place inside a person who is distinctive in his personality and attitudes, yet
similar to otherconsumers who have been exposed to the same external influences of culture and
society.

In the article, “What Drives Consumer Behavior Online in the Real Estate industry?"(2015) by
Sarah Smith, it is mentioned that, In order to attract a wide audience, real estate agents need to
offer a unique combination of practical and emotional marketing. Purchasing a home isn't just a
financial investment; it's a highly emotional one as well. One key way that real estate agents
appeal to a widerange of consumers is through their emotions. Families who want to experience
a healthy, safe environment will respond to marketing ideas that include nostalgia,
commitment, humor, and happiness. Research reveals that 65 percent of all consumers
regarding the real estate industry are actually married. Considering thisfact, advertisements are
specifically designed to connect to a buyer on a psychological level by showing a happy,
healthy family that's living the quintessential American dream. In general, most people desire
what a home represents, such as security, health, and general well-being. But Many potential
home buyers are more focused on the practical features of a home. They generallywant to save
both time and money along with having easy commutes as well as buying an energy efficient
home and living in a highly-desirable Neighborhood.
When developing advertisements for people in general, real estate agents have topresent efficiency
and minimalism in order to be effective. The findings of the

21
report, Consumer buying behavior in real estate industry', conducted by Vibhor Jain (2017),
states that, Maximum number of respondents stays on rental basis andless on ownership basis.
Consumers mostly consider price and location while purchasing the property. Brand name,
facilities and quality of the construction are the main parameters consumers consider while
selecting the residential properties.

The research paper titled, "Consumer perception and buyer behavior for purchase of residential
apartments in NCR", published in International Journal of Indian Culture and Business
Management 6(1):56 - 68, (January 2013), by Mansi Misra, Gagan Katiyar and Ajay Kumar Dey
represents the motivation for the research wasto identify the external and internal factors
considered by buyers of residential apartments in National Capital Region of Delhi (NCR).
Internal factors refer to thespecifications and facilities offered by the builders within a township,
whereas external factors refer to easy availability of loan, payment plans, discounts, brand name
of builder, etc. This research also helps in analyzing the differences in perceptions of buyers
about the three important locations residential apartments in NCR viz. Gurgaon, Noida and
Greater Noida based on parameters such as businessopportunities, law and order situation,
medical/educational facilities, etc. The research further analyze the differences in perceptions
about three major real estateplayers operating in the area, namely Unitech, Jaypee Infrastructure
and Omaxe group. The study highlights the gap in the present offerings and helps the builders to
design their offerings according to the changing needs and wants of the customers which will
help them to provide a competitive edge.

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 Profile of Pune City

Pune has become one of the most sought after cities in the realty market. It has the Advantages of
being a stable market with consistent demand coming from a numberof strong and dependable
business sectors.

The main reasons for growth of real estate sector in Pune are:

• Proximity to Mumbai, the commercial capital of India.

• Relatively cheaper rates.
• Forthcoming infrastructure (Metro rail, International Airport, Etc.)
• Preferred IT/ITES.
• Significance presence of Manufacturing & Service Sector.
• Reputed educational institutes.
• world class medical & healthcare facilities at economical rates,
• One of the greenest urban areas in India.

23
The following are the major locations within Pune:

The real estate space in Pune can be classified into five distinct zones-

1. Central Pune- Apte Road, Bhosale Nagar, Deccan, Model Colony, PrabhatRoad,
Shivaji Nagar
2. North Pune- Akurdi, Bhosari, Chakan, Chinchwad, Moshi, Pimpri,
Pradhikaran, Talegaon
3. East Pune - Hadapsar, Kalyani Nagar, Kharadi, Koregaon Park, Manjri,Wagholi,
Viman Nagar.
4. West Pune - Aundh, Balewadi, Baner, Bavdhan, Hinjewadi, Kothrud,Pashan,
Pimple- Saudagar, Wakad.
5. South Pune - Ambegaon, Katraj, Kondhwa Budruk, Mohammadwadi Road,NIBM,
Parvati, Sinhagad Road, Warje, Wanowrie.

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 Chapter 5

Research Methodology.

25
 Research Methodology

Market research
Market research is systematic problem analysis model building and fact finding forthe purpose of
important decision making and control in the marketing of good andservice.
The research process can be said to be circular over a period of time. exploratory research may be
define hypothesis that are their tested verified by conclusive research but in the latter process the
conclusive research may develop new ideas opportunities of new difficulties.
With the ever increasing complexity of marketing and business activity, market research has also
increase complexity. Today carrying out research relating to customers products and market
require specialized skills and sophisticated techniques market research has emerged as highly
specified function of marketing management.

1) Research Plan
While developing the research plan following points where taken into considerationdata sources,
research approach, research instrument, sampling plan and contact method. So that information
can be gathered in most effective way.

2) Data sources
After identifying and defining the research problem and determining specific information required
solving the problem, the researcher task is to look for the typeof source of data, which may yield
the desired results. There are two types of data

26
available to researcher, these are:-

➢ Primary Data
➢ Secondary Data

Primary Data are generated when particular problem in hand is investigated by researcher
employing a mail questionnaire, telephone surveys, Personal interview etc.
Secondary Data on the other hand includes that data which is collected from someearlier research
work and is applicable or usable in the study the researcher has presently undertaken.

3) Research Approach
There is various research approaches for collecting Primary data. But according to the need of
project, survey was selected as research approach.

4) Research Instrument
The research instrument used in the study was structured questionnaire. While designing the
questionnaire care has been taken in formulating & sequencing the question so that it allows logical
thinking process for the respondent. Use of both close ended & open ended question was made so
that Analysis become easy & responded can freely answer to question.

Sampling Plan

1) Sample Unit
Individual distributors and retailers were selected as a sample Unit. That also

27
included the existing current a/c holders.

2) Sample size
The targeted sample size was 112 respondents i.e. Customers in Pune area.

3) Sample Technique Method

Sample was selected at a random basis for as regarding to current account was approached by
visiting the various individual distributors and retailers and also somecompanies. Regarding to other
samples was approached in the bank.

4) Contacted Method
The contacted Method used in the study was personal Interview of the respondent
i.e. Distributors and retailers.

5) Analytical Tools
Simple statistical tools have been used in the present study to analyze and interpret the data
collected from the field. The study used percentiles method and the data arepresented in the form
of table and diagrams.

Steps of Research Methodology:

1) OBJECTIVES OF THE PROJECT
2) RESERCH DESIGN
3) DETERMINING THE SOURCES OF DATA
4) SAMPLE DESIGN AND SAMPLE SIZE
5) DATA COLLECTION FORMS
6) RESEARCH LIMITATION

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 CHAPTER 6

DATA ANALYSIS

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 DATA ANALYSIS

Q1. Majority of Gender.

Gender Response Percentage

Male 38 76%

Female 12 24%

Total 50 100%

24% Men
Female
76%

Majority of Gender

Interpretation: Out of 50 respondents, 76 %are male & 24% are female.

30
Q2.Type of property respondents would like to purchase

Flat Response Percentage

1BHK 7 14%

2BHK 30 60%

3BHK 8 16%

4BHK 3 6%

OTHER 2 4%

Total 50 100%

14% 1BHK
16% 2BHK
3BHK
4BHK
OTHER
60%

Unit Preference.

Interpretations: Out Of 50 Family Respondents, for 1Bhk-14%, for 2Bhk -60%,for 3Bhk-
16%, for 4Bhk- 6% And Other-4% Families are Interested.

31
Q 3.Numbers of Children's in your family.

Children’s Response Percentage

1 Kid 10 20%

2 Kid 18 36%

3&4 Kid 4 8%

No Kid 18 36%

Total 50 100%

20%
1 Kid
36%
2 Kid
3&4 Kid
No Kid
36%
8%

Number of Children

Interpretation: Out of 50 respondents, 20% families are having 1 kid, 36% familiesare having 2
kids, 8% family is having 3 & 4 kids, & 36% families are having no kids.

32
Q 4.Time period since when you has been looking for flats.

Period Response Percentage

1 Month 11 22%

1-2 Month 14 28%

2-3 Month 12 24%

3+ Month 13 26%

Total 50 100%

26% 22%
1 Month
1-2 Month
2-3 Month
3+ Month
24% 28%

Period since when customers has been looking for a flat.

Interpretation: Most of the customers were looking for flats for over 3 months, followed but 2-
3months. 1-2 months respectively. Very few hadstarted looking from one month or so. This
shows that decision making process or searching for a good flat is a lengthy process and may
take time. This is especially true as Flats are specialty products.

33
Q 5. Ownership status of current home (Owned or Rented).

Ownership Status Response Percentage

Owned 25 50%

Rent 15 30%

Family 10 20%

Other 0 0%

Total 50 100%

0%

20%

Owned
Rent
50%
Family
Other
30%

Ownership Status

Interpretation: Nearly half 50 % the respondents were living in owned house, 30%lived in
rented & 20% lived in Family house.

34
Q 6. Flat purchased for first time.

First time flat Purchasing Response Percentage

Yes 36 72%

No 14 28%

Total 50 100%

28%

Yes
No

72%

Flat Purchased for first time

Interpretation: Half of the respondents were purchasing flat for the 1st time.Remaining
had already purchased property before.

35
Q 7. Main purpose behind purchasing flat.

Purpose Response Percentage

Residence 36 72%

Investment 12 24%

Other 2 4%

Total 50 100%

4%

24%
Residence
Investment
Other

72%

Purpose behind purchase flat

Interpretation: Most of the respondents were purchasing flat for residence purpose,few were
looking for investment purpose & only 2 respondent was looking for other purpose (e.g. resale).

36
Q 8. The reasons for selection of particular location for the flat.

Persons Response Percentage

Work 18 36%

Good Investment 19 38%

Low Rate 5 10%

Convenience to family 9 18%

Total 50 100%

18% Work
35% Good Investment
10%
Low Rate
37% Convenience to family

Reason for selection for particular location

Interpretation: 35% respondents selected the particular location due to proximity towork, 38%
respondents selected it due to good investment opportunity, 10 % respondents selected the
location due to low rates, 17% respondents selected the location due to convenience to family.

37
Q 9.Expected time for possession of flat.

Expected Time Response Percentage

Ready to move 18 36%

Within 6 Month 16 32%

After 1 Year 14 28%

Other 2 4%

Total 50 100%

4%

28% 36% Ready to move

Within 6 Month
After 1 Year
Other

32%

Expected time for Possession of flat

Interpretation: 36% respondents were expecting ready to move possession, 32% wanted
possession within 6 months & 28% respondents were expecting possessionafter I year & 4%
respondents were expecting possession after more than I year.

38
Q 10.Main factors in your consideration in buying the property.

Factors Response Percentage

No amenities 3 6%

Guest Parking 7 14%

Pathways 9 18%

Barbeque area 2 4%

Yoga Center 5 10%

Gymnasium 5 10%

Amphitheatre 7 14%

Club house 7 14%

Swimming pool 5 10%

Total 50 100%

39
 6%
10%

14%
No amenities
14% Guest Parking
Pathways
Barbeque area
Yoga Center
Gymnasium
18% Amphitheatre
14%
Club house
Swimming pool

4%
10%
10%

Amenities Preferred

Interpretation: Most of respondents wanted Swimming pool & Club house in amenities followed
by Pathways, Some of respondents wanted Amphitheater followed by guest parking. Also some of
respondents didn't want any amenities astheir purpose was investment only.

40
Q 11. Preferred investment option for purchasing the property.

Arrangement Response Percentage

Self-capital + Old property 10 20%

Loan + self-capital 14 28%

Loan 9 18%

Old Property 17 34%

Total 50 100%

20%

34%
Self-capital + Old
property Loan + self-
capital
Loan
Old Property
28%

18%

Arrangement of Finance

Interpretation: Most of the respondents arrange finance with self-capital + loan,followed by

old property. Some respondents prefer loan & some of them preferself-capital.

41
Q 12.Bank loan you preferred for purchasing the property.

Bank Loan Response Percentage

International 9 18%

Public 24 48%

Co-Operative 10 20%

Bank tie –up with builders 7 14%

Total 50 100%

Response

14% 18%

International

20% Public
Co-Operative
Bank tie –up with
builders

48%

Bank Loan Preferred

Interpretation: 47% respondents prefer Public bank, 19%respondents prefer co-operative

bank, 15% respondents prefer bank having tie-up with builder, 19% respondents prefer
International bank.

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Q 13.Source of information for searching the property.

Source Response Percentage

Internet 15 30%

Agent 1 2%

Hoarding 11 22%

News Paper 8 16%

Property Exhibition 7 14%

Friends & Family 8 16%

Total 50 100%

43
 Internet
16%
30% Agent

14% Hoarding

2% Property Exhibition
16%
22% Friends & Family

Source of Information

Interpretation: Most of the respondents 30%collected information about the projectthrough

Iternet.2% respondent collected information about project thought Agent, 22%, respondent
collected information about project through Hoarding, 16% respondent collected information
through Newspaper Ads, 14% respondent about property through property exhibition, 16%
respondent collected information about project through family and friend.

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 Q 14.Preferred options (Factors) while purchasing flat.

Preferred Option Response Percentage

Proximity to 18 36%
Work/School

Commercial availability 8 16%

Connectivity 16 32%

Size of apartment 7 14%

Other 1 2%

Total 50 100%

2%
14% Proximity to Work/School
36% Commercial availability
Connectivity
32% Size of apartment

16% Other

Preferred Options while Purchasing

Interpretation: Most of the respondents preferred Proximity to work or schoolwhile

selecting property followed by connectivity & rates. Some respondentspreferred
commercial availability & size of apartment also some respondent preferred others i.e.
Quality or Builder while selecting property.

45
 Chapter 7

Finding and conclusion and Recommendations

46
 Finding

• It was found that out of 50 respondent looking for property, 38 were males while 12 were
Female.
• Out of those looking for flats, 10 families were having 1 kid, 18 families werehaving 2 kids.
No family is having more than 2 kids, & 22 families were having no kids.

• I was found that maximum respondents were looking for property from morethan 3months.
• I was found that maximum respondents live in Owned house (either bought on their own
or inherited) yet want to buy a new house.

• I was also found that maximum respondents were purchasing flat for the 1st time.
• It was found that most of the respondents were looking for flat for residence purpose.
• It was found that respondents selected Kharadi location due to proximity to work & good
investment opportunity.

• It was found that more no of respondents are expecting ready to move possession whereas
others are ready to wait for a longer duration for getting possession of the flat.
• Swimming pool & Club house were the most sought after amenities followedby Pathways,
Some of the respondents wanted Amphitheater followed by guest parking. Also some of
respondents didn't want any amenities as their purpose was investment only.

47
• It was observed that most of the respondents opt for loan along with self- finance, i.e. some
amount of the price is raised on their own, and they opt fora home loan for the remaining
amount. This is followed by old property capital, wherein old property is sold to raise capital
for buying new property.
• Fewer respondents prefer to not take loan at all and use capital from own funds and old
property together. The least number of respondents depend on only loan without any sort
of self-financing. They may take home loan for major part of the amount, and personal or
mortgage loans for the remaining amount.
• It was observed that respondents preferred Public banks, however, those without TP
Certificate (Town Planning) or proper documents have to opt forother banks.
• It was observed that Internet was the largest source of information while searching for
properties, followed by Hoardings, Friends and family and newspaper advertisements.
Property exhibitions and agents respectively.

• It was observed that most of the respondents preferred Proximity to work orschool while
selecting property followed by connectivity & Rates.

48
 CONCLUSION

It can be concluded that most of the customers purchase flats for residence purpose.Some also
purchase for investment reasons. They prefer taking loans from public sector banks. After they
realize the need for a flat, information is collected, internetbeing the main source of information.
The parameter which is considered most important is the size of the flat. While short listing the
location, proximity to work is the main reason considered followed by connectivity & rates,
Customers expect various amenities like Swimming pool & Club house in amenities followed by
Pathways, Some of the respondents wanted Amphitheater followed by guest parking. Some
customers don't expect amenities as they purchase flats tor investment purpose.

RECOMMENDATION

1. JK Developers. tries to tap other market potential such asMumbai, Bangalore.

2. JK Developers. should try to cut down the rates according toamenity to attract the
middle class customer
3. JK Developers. should actively participate and organize property exhibition trade shows
hoarding etc. to create awareness in the local market.
4. JK Developers. should try to build up stronger team for someconcern department.
5. JK Developers. should hire more manpower.
6. JK Developers. should invest in some more branches throughoutthe city.

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 Chapter 8

LEARNING OUTCOME

● Communication: Thankful to have a discussion with customers, by this, internwill have

benefit of the social part of dealing.
● Self-Motivation: An important factor in sales. As a Person who is self- motivated
does not need a lot of regulation. We knows which things aremandatory to make
constant development in business.
● Owing Demonstration and Conveyance: The simplest RM takes hardly 3 hoursin a week to
recover qualities and developed findings with change what projectthey are working.
● Sympathizer of customer: Have a guarantee that employee just supporting orguiding
your customers can have bright and growing futures in sales.
● Resolve problem: With the help of imagination, salesperson can answer tasksas part of the
whole sales procedure.
● Admiration for Values, Invention and Predictions: love what u pitch andrespect.
● Continuous learning and talent Expansion: Interact with many of us for thesame.
● Recognize Finance and banking for property dealing

● How to Analyzing business as a channel partner.

50
 ● High Appreciation rate of area: As we everyone know because kharadi and
Hinjewadi will be IT area in pune as we can observe growing industries in those areas, so
IT professional will prefer their nearby area to stay.

● accomplish a process in line with the needs,

● put theoretical information into practice,
● work in a team, including in interdisciplinary projects,
● To identify and solve problems in professional practice,
● develop alertness of professional ethics and responsibilities,
● To develop alertness of lifelong learning,
● have information about sectorial problems,
● To recognize and comply with the professional legislation,
● interconnect effectively,
● To use information and message technologies as well as tools and devicesrequired in
the profession,
● plan and apply vocational processes,
● develop professional self-esteem,
● have entrepreneurial skills,
● Recognize and fulfil their cultural and social responsibilities.

RETAIL BRAND TIE UPS WITH MAGIC STONE PROP CONSULTANT

LLP WHERE I WORKED AS RM CLOSING CLIENT:

51
 Chapter 9

Bibliography

BOOKS REFERRED:

1. Mansi Misra, Gagan Katiyarand Ajoy Kumar Dey (2013). Consumer perceptionand buyer
behaviour for purchase of residential apartments in NCR‖, International Journal of Indian Culture
and Business Management 6(1): pp. 56 –68. [58]

2.Philip Kotler (1994). Markeitng Management-A Sout Asian Perspective,13thEdition,

1994.

SITES REFERRED:

• Newspaper
• Hoarding
• www.trustedproperty.org
• www.indianrealestateforum.com
• www.google.com
• www.scribd.com
• www.propertywala.com
• www.indiatimes.com
• www.buisnessstanderd.com
• www.economicstimes.com
52
 Chapter 10

Appendices (QUESTIONAIRE)

53
A Study of Customers Perception while buying Property in Pune.

1. Name:

2. Gender:
A. Male ( )
B. Female ( )

3. Types of property respondents would you like to purchase?

A. 1 BHK ( )
B. 2 BHK ( )
C. 3 BHK ( )
D. 4 BHK ( )
E. OTHER ( )

4. How many children’s in your family?

A. 1 Kid ( )
B. 2 Kids ( )
C. 3 Or 4 Kids ( )
D. No Kids ( )

54
5. How long period since when you has been looking for flats?
A. Up to 1Month ( )
B. 1-2Months ( )
C. 2-3Months ( )
D. More than 3Months ( )

6. Do you rent or own your current property?

A. Own ( )
B. Rent ( )
C. Family ( )
D. Other ( )

7. Are you purchasing flat for the first time?

A. YES ( )
B. NO ( )

8. What is your main purpose behind purchasing flat?

A. Residence ( )
B. Investment ( )
C. Other ( )

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9. What are the reasons for selection of particular location for the flat?
A. Work ( )
B. Dood investment ( )
C. Low rates ( )
D. Convenience to family ( )

10. What is your expected time for possession of flat?

A. Ready to move ( )
B. Within 6 month ( )
C. After 1 year ( )
D. Others ( )

11. What is the main factor in your consideration in buying the properties?
A. No amenities ( )
B. Guest parking ( )
C. Pathways ( )
D. Barbeque area ( )
E. Yoga center ( )
F. Gym ( )
G. Amphitheatre ( )
H. Club house ( )
I. Swimming pool ( )

12. Which is your preferred investment option?

A. Self-Capital + Old Property ( )
B. Loan + Self Capital ( )
C. Loan ( )

56
 D. Old Property ( )

13. Which bank loan you prefer?

A. International ( )
B. Public ( )
C. Co-operative ( )
D. Bank tie-up with builder ( )

14. Where would you usually search for any property?

A. Internet ( )
B. Agent ( )
C. Hoarding ( )
Newspaper( )
E. Property Exhibition ( )
F. Friends and Family ( )

15.According to you how we can improve our Marketing Strategies/ Feedback&

Suggestions.-

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