AESIMR INSTITUDE

Pune, India
Institute of Management and Entrepreneurship
Development, Pune

“CONSUMER BUYING BEHAVIOUR AT GOEL

GANGA”

A Summer Training Project Report

Submitted in Partial Fulfillment of the Requirements for the

Award of Degree of Master of Business Administration

2021 – 2023

Submitted by: Guided by:

Sairaj Ramesh Walgude Neeta Bendre
Roll No.
 Certificate of originality

This is to certify that the project report entitled “CONSUMER BUYING BEHAVIOUR AT
GOELGANGA” submitted to AESIMR INSTITUDSE Pune in partial fulfillment of the
requirement for the award of the degree of Master of Business Administration is an original
work carried out by Sairaj Ramesh Walgude under the guidance of Ms. Neeta Bendre. The
matter embodied in this project is the genuine work done by Mr. Sairaj Ramesh Walgude. to the
best of my knowledge and belief and has not been submitted before, neither to this University nor
to any other University for the fulfillment of the requirement of any course of study.

Signature of the Student Signature of the Guide

Sairaj Ramesh Walgude Prof. Neeta Bendre

Certificate

This is to certify that the Project titled “CONSUMER BUYING BEHAVIOUR AT GOEL
GANGA” is an academic work done by Sairaj Ramesh Walgude submitted in the partial
fulfilment of the requirement for the award of the degree of MBA from AESIRM INSTITUDE
Pune. It has been completed under the guidance of Ms. Neeta Bendre (Faculty Guide) and Ms.
Nidhi Rane (Corporate Mentor). We are thankful to GOEL GANGA DEVELOPMENTS for

3
having allowed our student to undergo project working training. The authenticity of the project
work will be examined by the viva examiner which includes data verification, checking duplicity
of information etc. and it may be rejected due to non- fulfilment of quality standards set by the
institute

Dr. Sachin S. Vernekar

Dean FMS, BVDU

Director IMED

Acknowledgement

Apart from my efforts, the success of my project depends largely on the encouragement and
guideline of many others. I take this opportunity to express my gratitude to the people who have
been instrumental in the successful completion of this project.

I am gratefully indebted to our esteemed guide Ms. Neeta Bendre for her sincere guidance and
priceless support which would have been impossible for us to complete this project.

I express my gratitude to the staff members of AESIRM INSTITUDE PUNE who directly or
indirectly helped me. I would also like to express my sincere gratitude to all my office colleagues
into Goel Ganga Developments.

Finally, I thank Institute of Management and Entrepreneurship Development (IMED) for giving
me this golden opportunity to do my summer internship in Goel Ganga Developments.

4
PREFACE

In this era of fast changing world, mere classroom teaching is not sufficient to attain maturity and
perfection for application of theory into practice. The dynamic economy, political and
technological environment in which we live continually place demand on us to change, improve
and learn more about jobs, superiors, and subordinates. Two years of continuous teaching is not
sufficient for students to directly implement their knowledge in the market. A practical approach
is needed.

The knowledge through the project report is an essential requirement for MBA students. The
purpose of this project is to study and evaluate the “CONSUMER BUYING BEHAVIOUR AT
GOELGANGA” with special reference to Goel Ganga Developments.

I have tried my level best to do justice to the project. And I hope the study which was
conducted will help not only to the organization but also me and the society too.

Sairaj Reamesh Walgudee

5
 Index
S. No. Chapters Page No.
1. Chapter 1: Introduction 8-16

• Overview Of Industry as A Whole 9

• Profile Of the Organization 11

• Problems 13

• Competitors 14

• SWOT Analysis 15

2. Chapter 2: Research Methodology 17-22

• Statement Of the Problem 18

• Objectives And Scope of The Study 18

• Type Of Research 19

• Data Collection Method 19

• Classification of Data 20

• Limitations 22

3. Chapter 3: Data Analysis 23-31

4. Chapter 4: Contribution 32

5. Chapter 5: Findings, Conclusion and Suggestions 34-36

• Findings 35

• Suggestions 35

• Conclusion 36

6. Chapter 6: Summary 37-40

• Bibliography 38

• Annexure 39

6
 Chapter 1

Introduction
A.1 Overview of Industry as A Whole
A.2 Profile of the Organization
A.3 Problems
A.4 Competitors
A.5 SWOT Analysis

The project title is “CONSUMER BUYING BEHAVIOUR AT GOELGANGA”. As the

project title speaks out this project is based on the consumer buying behaviour at Goel Ganga
and the factors which are affecting this behaviour. This project will highlight those aspects
and will make some efforts towards avoiding or overcome those aspects by conducting a
research study during the researcher’s time period at Goel Ganga Developers.

Customers' tastes and preferences are constantly evolving, and this is equally true of the
market environment. The market environment of today is different from the environment of
the previous ten years. RERA and other associated rules and regulations increased the
transparency of real estate for regulatory bodies. This transformation in the industry is the
result of changing consumer preferences and tastes. The clients' lifestyle has changed as a
result of their higher income levels. A change in socioeconomic class is also present.

7
Indian real estate has been a mix up of growth and decline in residential constructional zone.
The Population zone. Goel Ganga, on other hand is a successful real estate which is providing
the best customer buying pattern. Over the years from their first project, Goel Ganga has a
been a flagship construction in Pune region.

A.1 Overview of Industry as A Whole

National Context: -
After the agricultural sector, the real estate industry in India is the second largest employer.
India's real estate market is predicted to grow from US$ 200 billion in 2021 to US$ 1 trillion
in 2030. It will make for 13% of the nation's GDP by 2025. The development of nuclear
families, fast urbanisation, and rising household income are projected to continue to be the
fundamental forces behind expansion in all real estate sectors, including residential,
commercial, and retail. The country's rapid urbanisation is driving up real estate prices. By
2020, urban areas will contribute 70–75 percent of India's GDP. In India, over 40 million
square feet they’re delivered in 2021. In the following two to three years, it is anticipated that
the nation will hold a 40% market share. In 2022, India is anticipated to produce 46 million
square feet. ICRA forecasts that Indian businesses would raise more over Rs. 3.5 trillion
(US$ 48 billion) through infrastructure and real estate investment trusts in 2022 as opposed to
the US$ 29 billion raised so far. In one year, the top 7 cities in India's real estate market saw
land deals totaling more than 1,700 acres. 10.3 billion US dollars they’re invested
internationally in the commercial real estate market between 2017 and 21. Developers
anticipate that after February 2022, demand for office premises in SEZs would skyrocket.

According to property consultant JLL, India's position on the Global Real Estate
Transparency Index rose five spots, from 39 to 34, during the course of the last six years
from 2014 to 2020 as a result of legal changes, improved market data, and green initiatives.
By 2025, Savills India projects that the need for data centre real estate would rise by 15 to
18 million square feet. The rise in investor interest in securing favourable prices during the
pandemic is predicted to fuel a 4% growth in institutional investments in the Indian real
estate sector to reach Rs. 36,500 crore (US$ 5 billion) in 2021. Private equity investment

8
 inflows into India's real estate market between January 2021 and September 2021 totalled
US$3.3 billion.

Maharashtra Context: -
Maharashtra's gross state domestic product was predicted to be Rs. 31.98 trillion (US$ 430.62
billion) in 2021–22AE at current exchange rates.

India's commercial capital and current financial centre is Mumbai, the state's capital.
Numerous international providers of banking and financial services are based in the city.
Pune, another significant city in the state, has become the centre for education. The state
government has implemented a number of steps to improve the educational system,
including a 15% reduction in school fees for the academic years 2021–2022, plans to hire
3,064 professors, and allocating 1% of all education and employment opportunities to
COVID orphans. Maharashtra has become a significant centre for the electronics, captive
business outsourcing, and IT & ITeS sectors. The state's social, physical, and industrial
infrastructure is they’ll- developed. The state contains 48 minor ports in addition to two
main ports and 16 airports. It also includes an advanced grid for pottery distribution. In the
past ten years, Maharashtra's infrastructure sector has expanded dramatically, along with the
number of industrial clusters and public-private partnership (PPP) projects.

According to the Department for Promotion of Industry and Internal Trade (DPIIT), FDI
inflow in Maharashtra between October 2019 and December 2021 was US$ 33,419 million,
or around 26% of all FDI inflow in India. The state received investment proposals of Rs.
1.13 lakh crore (US$ 15.23 billion) during Magnetic Maharashtra 2.0 in June 2020, with a
projected employment of >2.50 lakh. In FY22, the state's total exports they’re worth
US$65.96 billion (until February 2022). Important exports from Maharashtra include pearls,
precious and semi- precious stones, jewelry made of gold and other precious metals, iron
and steel, and drug formulation.

9
A.2 Profile of the Organization

About: -
The organization the researcher was working during her SIP period was Goel Ganga
developers. 3 BHK, 2 BHK, 1 BHK homes located in fashionable and up-and-coming areas
of Pune are among the many new residential systems Goel Ganga Developments has in
Pune. They are now igniting the Ganga Florentina at the NIBM Annex, south of Pune, the
Ganga Fernhill at Undri, south of Pune, the Ganga New Town Dhanori, east of Pune, the
Ganga Amber Wakad Annex, and a number of other systems that are planned and upcoming.
A few of the newly developed systems are expected to be unveiled soon at Warje, Keshav
Nagar, Koregaon Park, Dhanori, and other known areas of Pune. They provide a special
blend of room and comfort in their ongoing quest to produce high-quality houses. To help its
clients unwind in the world of enormous mannas, there are lush green open spaces and a
variety of enticing attractions. They are consistently expanding with new, useful, and
sustainable generalities to meet the needs of the starting circumstances. For them, luxury is a
combination of cleverly planned living areas and practical conveniences.

A living environment unlike any other is being created by Goel Ganga where many
armatures co-exist peacefully. The upscale, stylish building offers affordable flats with big
windows for lots of ventilation to maximise the impression of space. They provide
prospective buyers numerous opportunities to purchase property in Pune with upscale
features. There are luxury sanitary fixtures, magnificent modular kitchens, and first-rate fare.
To produce a product of the highest calibre, these new household systems are outfitted with
fashionable armatures. They are high-end reputable builders in Pune with a vision thanks to
our constant attention on invention and elaboration of systems, ideas, and systems. Goel
Ganga Developments believe in the gospel of “Yahan Zindagi Hai” where they try to make
life more and lightly, this approach and having cemented our footmark in the real estate
sector, they are now spread our bodies into other spheres like Logistics with Goel Ganga’s
‘LetShip”, Seminaries, Storages, hydroponics tilling and other similar life changing sectors.

10
History: -
The birth of Goel Ganga Developments came from pure passion and love for providing
housing solutions for the city of Pune. Founded in 1982 by the visionary leader Late Shri
Umesh Goel, who firmly believed that "life takes you where it goes, but love brings you
home," and that "home is where the heart is." He desired to provide the city's home seekers
with a respectable lifestyle and a promising future. Similar energy and a passion for land
have helped us finish more than 4.1 million square feet of area, more than 80 completed
projects, and more than 20,000 families who now call Goel Ganga's Projects their "Cheerful
Home."

After Shri Umesh Goel, the company was moving forward with the help of his Son and
Grandson, Mr. Anuj Goel and Mr. Ankit Goel.

An entrepreneur of the second generation with vision, Anuj Goel Ganga learned the business
etiquette and mystique from his late father, Late Shri Umesh Goel, the real brains behind
Goel Ganga Developments. Goel Ganga Developments is ready to improve tomorrow and to
be more grounded for its clients and partners thanks to Anuj’s modern-day negotiating
wisdom and traditional conviction in customer loyalty and joy. An eternal optimist, Anuj
believes in only one maxim for success: "Hard work has no shot cuts and a happy client is
the blissful organization”.

Ankit Goel, the brilliant city of Pune, Maharashtra's managing director of Goel Ganga
Developments. His development estimates were made possible by his methodology and
active approach to the business of development, while also assisting the organization. He
also believes that the public can be changed. His young age and adaptable mind are what are
propelling him to become a successful business visionary. At the young age of 25, he was
awarded the title of Highest Sales Conversion Impact for his talent and excellent work. His
business acumen and inventiveness have resulted in the separation of two promising new
enterprises. The two gems are LetShip, a firm that specializes in strategies, and Himalaya
Harvest, a group that makes arrangements for hydroponics. It grows plants in water as
opposed to soil.

Projects: -
− Ganga Utopia (Bavdhan)
− Ganga Acropolis (Baner)

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 − Ganga Vasant (Handewadi)
− Ganga Platinum (Kharadi)
− Ganga Platino (Kharadi)
− Ganga Serio (Kharadi)
− Ganga New Town (Dhanori)
− Ganga Nakshatra (Bibwewadi)
− Ganga Ishanya (Bibwewadi)

A.3 Problems

In Goel Ganga, it was seen that there is not any problem internally. Those were the
external challenges which were affecting Goel Ganga Developments. Following mentioned
are those problems which were detected by the researcher.

Low sales in rainy season: -

Low sale is a problem in real estate. As there are other external factors such as political,
cultural, competitions and environmental. As this SIP tenure was in between Rainy
seasons, the researcher has spotted this problem with Goel Ganga Developers. Which is,
there has been a decline in their product sale.

Low sales after COVID-19: -

There was another problem, which was COVID 19. In pandemic it is seen that there were
low sales. Due to health issues and government orders, customers weren’t coming to visit
the base location to actually see the property, which is why, this problem is occurring.

A.4 Competitors

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1. Rahul Construction: -

Rahul Constructions are one of the top competitors for Goel Ganga Developers. They
were established in year 1977 by Mr. Raichand Kunkulol. From the start, they are
known for their well-designed, luxury homes. Our founder, who worked diligently for
three decades to satisfy his clients without compromising on any area of real estate
building, lived by the maxim "Quality not quantity." This conviction has grown to be
Rahul Construction Company's imposing strength, ranking them today among the top
construction firms in Pune.

2. Kolte Patil Constructions: -

Rajesh Patil and Milind Kolte established Kolte-Patil Developers Limited on

November 25, 1991, as a private limited business. On April 1, 1995, the Company was
subsequently changed to a public limited company with the name Kolte-Patil
Developers Limited. The company was first established on May 9, 1995, under the
name Kolte-Patil Developers Limited. On December 4, 2006, the name was changed to
Regenesis Developers Limited, and on December 12, 2006, it was changed back to
Kolte-Patil Developers Limited. After finishing a number of residential properties,
KPDL began developing business assets in 1995 by building Patil Plaza, one of the
city's major commercial complexes (80,000 sq. ft.). Later, City Mall (76,485 square
feet), City Point, and City Tower were all built by KPDL.

3. Mantri: -

In 1999, Mr. Sushil Mantri founded Mantri Developers Pvt. Ltd., one of the most
reputable and successful developers in South India. Mantri Developers has experience
in the residential, retail, commercial, educational, and hotel sectors. With 18 years of
expertise, Mantri Developers Pvt. Ltd. has set a special standard for the business.
Mantri Developers' buildings are built with top- notch, durable engineering that is
centred on delivering a positive customer experience. absolute openness in all facets of
its operations; one of South India's most popular real estate brands; and recipient
of numerous honors and recognition for its great performance. The Mantri Group's
Mantri Developers Pvt.

13
 Ltd. was founded in 1999 by Mr. Sushil Mantri.

A.5 SWOT Analysis

 Strengths: -

• Multiplied value after COVID: After COVID, there has been a sighting in
overnight value increase in real estate. As a customer wants something which is new,
produced after COVID times, they seem to feel safe around it. That is why, it is an
important point to mention towards their strength.

• Less risky investment: for a customer, real estate is the best option to invest in. due
to no depreciation on apartments and lands. Goel Ganga developers can benefit
themselves from this.

 Weakness: -
• Low sales after COVID: In COVID and after COVID there was a significant number of
low sales. So, due to this, it can be a weakness for this organization.

• Huge capital for new projects: to require new project and to complete it, it requires
lots of capital to invest in. due to low sales, it will be hard for them to start any new
project. This is one of the weaknesses that the researcher was able to found.

 Opportunities: -
• New Market: Goel Ganga can jump into new market, like in states other than
Maharashtra. And as well, due to globalization it will be easy for them to go in new
markets which will be present on global scale.

• Rapid growth: The development and production of the fertile land are accelerating
due to the way technology and the mechanical industry are creating new tools and
machinery. In the past, people didn't give much thought to the land, but today, it
meant money. As a result, everyone is competing for a piece of it.

14
 Threats: -
• Economic collapse: People start making less purchases when the nation's economy
is in a slump. Less spending by consumers negatively impacts corporate sales as a
whole. As a result of the unstable conditions, nobody would be ready to invest in
real estate. Nobody has any control over an economic recession, and it takes a long
time for a nation to recover from one.

• Competitions: there are several competitors in the market. They can be a real threat
to the Goel Ganga developers. As they are in same product as researcher’s
internship company.

Chapter 2

Research methodology
B.1 Statement of the Problem
B.2 Objectives and Scope of The Study

15
 B.3 Type of Research
B.4 Data collection method
B.5 Classification of Data
B.6 Limitations

RESEARCH METHODOLOGY
Research is an intensive and purposeful search for knowledge and understandings of social
and physical phenomenon. Research is a scientific activity undertaken to establish something
a fact, a theory a principle or an application. On a specific topic. In fact, research is art of
scientific investigation.

B.1 Statement of the Problem

After and during covid time, this company faced a downsize in sales of their products. As
well as during the researchers SIP tenure, there was season of monsoon, which also was the
one of the problems that these developers are facing.

A statement of problem describes the important problem that your research aims to solve. In
other words, it captures the existing knowledge gap that your study seeks to fill with
trustworthy outcomes or results. A problem statement can be as brief as a few sentences or as
long as several paragraphs; what matters is that it conveys the main objective of your
research.

Finding out the company's competitive strategies and conducting an accurate competitor
analysis are the report's main problems. Market research is the process of gathering data on
your target market and customers to confirm the success of a new product, assist your team in
refining an already-existing product, or understand brand perception to make sure your team
is effectively communicating the value of your company.

B.2 Objectives and Scope of The Study

Following are the objectives of the research.
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 I. To understand the field of real estate through Goel Ganga

II. To understand the study of consumer behaviours pattern at Goel Ganga

III. To know the reasons for low sales.

IV. To analyse the impact of COVID-19 on real estate business.

V. To suggest alternatives to overcome these situations.

B.3 Type of Research

Descriptive research methodology: -

Descriptive research is a type of research method that focuses on outlining the features of the
population or topic being examined. This descriptive methodology emphasises the "what" of
the research issue more so than the "why”.

Without concentrating on "why" a certain occurrence happens, the descriptive research

method primarily focuses on characterizing the nature of a demographic segment. In other
words, it "describes" the research's subject without explaining "why" it occurs.

For instance, a clothing company that wants to learn more about the fashion buying habits of
New York consumers will carry out a demographic study of the city, collect information on
the population, and then carry out descriptive research on this demographic group. The study
will then reveal information on "what is the purchase pattern of New York buyers," but it
will not include any research into "why" the trends change. The study's goal is to
comprehend the nature of the market in question since an apparel brand intending to enter it
has a vested interest in doing so.

Then, the word "descriptive research" refers to the research questions, study design, and data
analysis carried out on that subject. Due to the fact that none of the research study variables
are in any way affected, we refer to it as an observational research method.

17
B.4 Data collection method
Data collection is the process to gather information about the relevant topic research, which is
data collection usually take place early in an improvement project, and is often formalized
through data collection plan which often contain the following activity:

 Pre collection activity on goals, target data, definitions, and methods

 Collection of data
 Presenting findings involving some form of sorting analysis
To achieve the study's goal. The survey was used to collect only primary data. Primary data
collection refers to data that is gathered directly from the source. For example, data gathered
through surveys, opinion polls, and experimentation.

B.5 Classification of data

The correct information is the key to success. Data information is of two types: Primary Data
and Secondary Data. Primary data is information collected by researcher or person himself
whereas secondary data is collected by other but utilized or used by researcher. Data can be
classified under two categories depending upon source utilized. These categories are:

 PRIMARY DATA
 SECONDARY DATA

PRIMARY DATA: -
Primary data is a type of information that is gathered by researchers directly from primary
sources using methods including tests, questionnaires, and interviews. The greatest type of
data for study is primary data, which is typically gathered from the source—where the data
initially originates from.

• Respondent: The data is gathered by conducting a survey and distributing a

questionnaire via google form to 12 customers. These 12 customers range in age from
25 to 50 years old’s and come from different locations of Pune.

18
 • Sampling size: Due to time constraints, the sample size will be limited to 65
people, most of the customers are from different locations of Pune.

• Age group: 25 to 50 years.

SECONDARY DATA: -
Research information that has already been obtained and is available as secondary data. Primary
data, which is information gathered directly from its source, is in contrast to the phrase.

Data gathered by government public services departments, libraries, internet searches, and
censuses are typical sources of existing secondary data.

Questionnaire: -
A questionnaire is a type of research tool used to collect data from respondents for a survey or
statistical analysis. It consists of a set of questions (or other forms of prompts). Typically, a
research questionnaire will have both closed-ended and open-ended questions. Long-term,
open-ended inquiries provide the respondent the chance to go into more detail. The Statistical
Society of London created the research questionnaire in 1838.

Although statistical analysis of the replies is frequently the goal of questionnaire design, this
is not always the case.

In comparison to certain other survey forms, questionnaires are more advantageous because
they are less expensive, do not need as much effort from the respondent as verbal or
telephone surveys, and frequently include standardized answers that make it easy to gather
data. Such standardized responses, however, could irritate users because they might not
exactly reflect their expected responses. The requirement that respondents be able to read
the questions and

19
reply to them severely restricts the use of questionnaires. Therefore, conducting a survey
through questionnaire may not be practically possible for some demographic groups.

Sampling: -

In statistical analysis, sampling is the process of selecting a predetermined number of

observations from a larger population. Depending on the sort of study being done, a variety
of methods, including systematic sampling and simply random sampling, may be employed
to draw samples from a broader population.

Simple random sampling: -

Although a simple random sample is one of the least often utilised methods, it is frequently
covered in lessons on elementary statistics. Theoretically, it makes sense. However, it's
challenging to execute in practise.

A simple random sample technically refers to a collection of n things drawn from a

population of N objects where each possible sample has an equal chance of occurring. Here
is a simple illustration of how to obtain a random sample: Put 100 bingo balls with numbers
in a bowl (this is the population N). Pick 10 balls at random from the bowl (this is your
sample n). It's vital to keep in mind that looking could (unknowingly) skew the sample. In
practise, you'll be dealing with far larger populations, despite the fact that the "lottery bowl"
strategy can work well for smaller numbers.

B.6 Limitations
There were several limitations for the researcher to conduct the studies.

• There was limited resources of the data from organization. As researcher was only
the intern in that time. As well from the consumers side, they were hesitant
towards sharing their information.

• Time Limit was another limitation for the researcher. As the internship was only for
two months, there was limited time to understand and depict the research.

20
 Chapter 3

Data Analysis

Q.1 Age Group.

To understand the nature of age group of people who come to visit the base office, this
question is included.

21
 25 to 30
17% 17%
30 to 35
35 to 40
Less than 25
17%
More than 40

41% 8%

Interpretation: -

Following data is depicted with reference to above given chart.

• 41% of total customers are less than 25 years.

• 17% of total customers are in between 25 to 30 years.
• 17% of total customers are in between 30 to 35 years.
• 8% of total customers are in between 35 to 40 years.
• 17% of total customers are above than 40 years.

We can understand by looking at above data that, no matter what the age is, if a customer is
capable of buying a house, then they can buy a house. As well as there are no restrictions of
COVID or rainy season for them to visit base location.

Q.2 What is your Budget?

To understand the nature of the budget invested by the customer, this question is added in
given questionnaire.

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 1 Cr to 1.5 Cr

70 L to 85 L
17% 85 L to 1 Cr
25%
Less than 70 lakh
More than 1.5 Cr

8%

42% 8%

Interpretation: -

Following data is depicted with reference to above given chart.

• 42% of total customers wants to invest less than less than 70 Lakh • 8% of
total customers wants to invest in between 70 to 85 Lakhs • 8% of customers
wants to invest in between 85 lakhs t o1 Crore.
• 25% of customers wants to invest in between 1 Crore to 1.5 Crore.
• 17% of customers wants to invest more than 1.5 Crore.

We can understand by looking at above data that, there are various tiers of customers varying
from 70 Lakhs to 1.5 Crore or more than that who are willing to buy the organization’s product.

Q.3 Variants of the apartments.

To understand the nature of customers wants towards which variant they want to buy, that is
why, this question in included in it.

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 17% 16%
1 BHK
1.5 BHK
2 BHK
25% 25% 3 BHK
4 BHK
17%

Interpretation: -

Following data is depicted with reference to above given chart.

• 16% of total customers are looking out for 1 BHK apartment.

• 25% of total customers are looking out for 1.5 BHK apartment.
• 17% of total customers are looking out for 2 BHK apartment.
• 25% of customers are looking out for 3 BHK apartment.
• 17% of customers are looking out for 4 BHK apartment.

We can understand by looking at above pie chart, there are various types of variants that Goel
Ganga can offer and due to that, the customers are divided into all the variants.

Q.4 Where would you like the property to be based?

To understand the nature of the customer towards their likeness towards at which locality they
want their property to be based. Either in Urban or Rural area.

24
 City or Urban area
8% Hill area Suburban
community

33%
59%

Interpretation: -

Following data is depicted with

reference to above given chart.

• 59% of the total customers wants to live in City/Urban area.

• 8% of the total customers wants to live in suburban area.
• 33% of the total customers wants to live in Hill area.

Looking at the given data, we can understand that majority of customers wants to live in
City/Urban area.

Q.5 When have you decided to buy house?

To understand the root cause of problem i.e., if sales having an effect of COVID.

25
 17%

After pandemic (2022)

50% Before Pandemic (2019)
In Pandemic (2019 to
33% 2021)

Interpretation: -

Following data is depicted with reference to above given chart.

• 33% of total customers decided on buying a home before Pandemic.

• 17% of total customers decided on buying a home in Pandemic.
• 50% of total customers decided on buying a home after Pandemic.

Looking at the given data, we can understand than during pandemic, there was decrease in
sales. Whereas after pandemic there was an increase in sales.

Q.6 Did you stopped your search for an apartment?

To see if during the pandemic, customers stopped looking for an apartment, this question is
included.

26
 42% No
Yes
58%

Interpretation: -

Following data is depicted with reference to above given chart.

• 41.7% of total customers did not stop from looking for an apartment. •
Whereas 58.3% of total customers stopped from looking for an apartment.

This shows that, customers were reluctant to buy an apartment during COVID times.

Q.7 What do you expect after pandemic?

To see what the customers’ expectations from their vendors are, this question is asked.

27
Interpretation: -

Following data is depicted with reference to above given chart.

• 41.7% of total customers are expecting low-cost apartment.

• 41.7% of total customers are expecting added amenities in safety and security.
• 16.7% of total customers are expecting vaccination campaign from their
vendor.
• 16.7% of total customers are expecting an increase in super built up area.
You can see from given data, that most of the customers are looking for more safe products to
buy.

Q.8 What are the challenges you have faced in rainy season during house search?

To understand the nature of other problem statement, that is low sales during rainy season, this
question in added into questionnaire.

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 17%

Hygiene in rainy season

Long Distance offices
58% 25% Travelling

Interpretation: -

Following data is depicted with reference to above given chart.

• 58% of total customers are facing an issue of travelling during rainy season.
• 25% of total customers are facing an issue of long-distance offices during
rainy season.
• 16% of total customers are facing an issue of good hygiene in the rainy
season.

Chapter - 4

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 Contribution

During the time of summer internship program, the researcher was a good intern towards
this organization.

For the particular base location, it was seen that, customer relationship handling was going
on smoothly.

During this time of the summer internship program, the researcher was able to do every task
given by her superiors.

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 Chapter-5

Findings, Suggestions and

Conclusions
E.1 Finding

E.2 Suggestions

E.3 Conclusion

E.1 FINDINGS
Looking at the primary and secondary data gathered by the researcher, following are the
findings of this research.

I. No matter what the age is, if a customer is capable of buying a house, then they can
buy a house. As well as there are no restrictions of COVID or rainy season for them
to visit base location.

II. There are various tiers of customers varying from 70 Lakhs to 1.5 Crore or more than
that who are willing to buy the organization’s product.

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 III. We can understand than during pandemic, there was decrease in sales. Whereas after
pandemic there was an increase in sales. As well as customers were reluctant about
buying an apartment during this time due to safety reason.

IV. The researcher has found that, in rainy season, due to various reasons like long
distance travelling and hygiene, there was a low sale.

E.2 SUGGESTIONS
Following are the suggestions by the researcher to the organization.

I. They should start to make low-cost apartments focused on middle class layer.

II. Even if the COVID’s wave is decreased, organization cannot be reluctant

towards maintaining social distance norms. They have to implant those
norms and make new norms according to future needs.

III. To avoid low sales in rainy season, organization should make some amends
and add new amenities, like, bus route to base location or site location,
maintaining cleanness at office, site.

E.3 CONCLUSION
Thus, this summer internship program was a best practice for the industry exposure for the
student. One who had done their internship has been exposed to the knowledge of their
respective field. As well as, properly laid out research and its findings were the advantage
for the organization. It ensures the quality of operation in respective field of the functional
area.

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33
 Chapter-6

Summary
F.1 Bibliography

F.2 Annexure

The project title is “CONSUMER BUYING BEHAVIOUR AT GOEL GANGA”. As the

project title speaks out this project is based on the consumer buying behaviour at Goel
Ganga and the factors which are affecting this behaviour. This project will highlight those
aspects and will make some efforts towards avoiding or overcome those aspects by
conducting a research study during the researcher’s time period at Goel Ganga Developers.

The organization the researcher was working during her SIP period was Goel Ganga

developers. There were two problems were seen by the researcher.

- Low sales in rainy season

- Low sales after COVID 19

To find the suggestions towards these problems, researcher started the research.

The research methodology used is Descriptive Research Methodology. Data was used both
Primary and secondary.

To retrieve the primary data, researcher used questionnaire method with the sampling
technique used as Simple Random Sampling.

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F.1 Bibliography
https://www.ibef.org/industry/indian-real-estate-industry-
analysispresentation#%3A~%3Atext%3DIn%20India%2C%20the%20real
%20estat e%2Ccontribute%2013%25%20to%20country%27s%20GDP

F.2 Annexure
Questionnaire:

“CONSUMER BUYING BEHAVIOUR ATGOELGANGA”

The project title is “CONSUMER BUYING BEHAVIOUR AT GOELGANGA”. As the
project title speaks out this project is based on the consumer buying behavior at Goel ganga
and the factors which are affecting this behavior. This project will highlight those aspects and
will make some efforts towards avoiding or overcome those aspects by conducting a research
study during the researcher’s time period at Goel Ganga Developers. this is a questionnaire to
take the data for this project.
Following data is used from related questions to this project. Name and Phone numbers are
only understanding the responders. Q.1 Name of the Client.

Q.2 Phone Number.

Q.3 Age group.

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 o Less than 25 o 25 to 30
o 30 to 35 o 35 to 40 o
More than 40

Q.4 Budget.
o Less than 70 lakhs o
70 L to 85 L o 85 L to
1 Cr o 1 Cr to 1.5 Cr o
More than 1.5 Cr

Q.5 Variants.

o 1 BHK o 1.5 BHK o 2

BHK o 3 BHK o 4
BHK

Q.6 Where would you like the property to be based?

o City or Urban area o

Suburban community
o Rural Community o
Hill area

Q.7 When have you decided to buy house?

o Before Pandemic
(2019) o In Pandemic
(2019 to 2021)
o After pandemic (2022)

Q.8 Did you stop your search for an apartment?

o Yes o No

Q.9 What do you expect after pandemic?

o Low Cost
o Added amenities in
safety and security

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 o Vaccination campaign
o Increased super
built-up area. o Use
of social distancing
norms.

Q.10 What are the challenges that you have faced in rainy season during house search?

o Travelling o Long
Distance offices
o Costing o Hygiene
in rainy season

37