A WINTER INTERNSHIP PROJECT REPORT ON

ANALYSIS OF CONSUMER BYING BEHAVIOUR: INVESTMENT IN COMMERCIAL AND

RESIDENTIAL PROPERTY, in “AURA EXCELLENTE REALINFRACON PVT. LTD.”

SUBMITTED TO SAVITRIBAI PHULE PUNE UNIVERSITY

BY

KOMAL ANANDA KOLHE - MBA – Batch 2023-2025

PRN: 2052314301/ Roll No MBA23M20

UNDER THE GUIDANCE OF

PROF. SHAILESH GUPTA

IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT,

PUNE- 412115
 To whom so ever it may concern

This is to certify that the Project Report titled “Analysis of consumer buying
behavior: Investment in commercial and Residential property”, is an authentic
work carried out by Ms. Komal Kolhe from MBA of IAEER’s Pune Institute of
Business Management, Pune - 412115 as a fulfillment of MBA Course of Savitribai
Phule Pune University. She has worked under our guidance and satisfactorily
completed her project work.

Place: Pune Date:

Signature of Internal Guide Signature of HOD

Signature of Controller of Examinations Signature of Director

 DECLARATION BY THE STUDENT

I hereby certify that the work which is being presented in the present WINTER Internship
Report entitled “Analysis of consumer buying behavior: Investment in commercial and
Residential property” is for fulfilment of the requirement for the award of Degree of

Masters of Business Administration, Pune Institute of Business Management, Pune,

India is an authentic record of my own work carried out under the supervision and
guidance of Dr./Mr. Shailesh Gupta of Department of Aptitude.

In keeping with the ethical practice in reporting scientific information, due

acknowledgements have been made wherever the findings of others have been cited.

Komal Ananda Kolhe

 ACKNOWLEDGMENT

The internship opportunity with Aura Excellente Realinfracon Pvt. Ltd., provided me a platform to work
with highly qualified and experienced individuals who opened up new avenues of learning and
professional development for me. Therefore, I consider myself as a very lucky individual as I was provided
with an opportunity to be a part of it.

This internship would not have been the same without the enthusiasm and vigor provided by my Team
leader Krishna singh whose behavior was outstanding. Hence, I would like to express my deepest
gratitude to him who heartily welcomed me for the internship and whose guidance and dedication
encouraged me throughout the summer internship program.

I express my deepest thanks to Hod of Aptitude department Mr. Shailesh Gupta for taking part in
useful decision & giving necessary advices and guidance and arranged all facilities to make life easier all
throughout the internship program. His valuable knowledge helped me gain a better grasp on Business
Analytics which has helped me understand BA Department in a better way.

It is my radiant sentiment to place on record my best regard, deepest sense of gratitude to, for his careful
and precious guidance which were extremely valuable for my study both theoretically and practically.

Sincerely,

Students Name: Komal Ananda Kolhe

Place: Pune
Date:
 TABLE OF CONTENTS

Sr No Particulars Page
Nos
1 Project title page (i)
2
2 Certificate by PIBM (ii)
3 Certificate by Company (iii)
4 Declaration by the student (iv)
5 Acknowledgement (v)
6 Table of contents (vi)
7 Project Synopsis 1
8 Executive Summary 2
9 Objective of the study 3-6
10 About the sector 7-11
11 About the company and department 12-14
12 Internship Summary 15-17

13 Project Description 18-20

14 Research Methodology (only for research projects) 21-24
15 Data Analysis 25-31
16 Learnings/Findings/Observations 32
17 Contribution to the Host Organization 33
18 Conclusion 34
19 Suggestions/Future Scope 35
20 References/Bibliography 36
21 Appendix 37
 Executive summary

Title of project is “Analysis of Consumer buying behavior: Investment in Commercial and

Residential property”.
The project was started on 23th December 2023 in which one week was our induction programme
organized by Mr. Nitin Pandey (Director) in which deep knowledge of companies’ product and
services was given in the induction by the company.

Importance of the projects:

• Channel partners help you to strategize to effectively meet your short-term and long-term
goals.

• Will provide a valuable and transparent property assessment.

• Prioritize honest communication.

• Can help you negotiable better term of the sale.
• Provide with the tools and local network you need to be successful.

Objective of the projects:

 To study the role of channel partner in real estate market industry.

 To find the expectations & needs of customers from the company.
 To study the after service of real estate sector.

Action plan:

• Begin with an orientation to understand the firm's culture, values, and mission.

• Attend training sessions to learn about the real estate market, property types, and the
firm's offerings

• Analyze the local real estate market, including property trends, pricing, and competition.
 • Identify target demographics and potential clients for the firm's properties.

• Develop a marketing plan for promoting the firm's properties.

• Utilize digital platforms, social media, and traditional marketing methods to reach
potential clients.

• Build and maintain relationships with clients and prospective buyers.

• Attend property viewings with clients and provide detailed information

• Assist clients with paperwork and documentation for property transactions.

• Ensure compliance with legal and regulatory requirements

• Attend real estate networking events, conferences, and seminars.

• Build a strong network of industry contacts and potential clients.

• Uphold the highest ethical standards in all interactions and transactions.

• Prioritize transparency and honesty with clients and colleagues.

Learning from the project:

• The project was highly interactive and people oriented. This project helped me to learn
various consumer behavior trains. Following are some of the key learning’s from this
project.

• Importance of effective communication while undertaking surveys.

• Analyzing and understanding the requirements of the potential buyers

• Framing questionnaires according to the site location and size.

 1.1 Introduction to Problem:
Chapter I

Problem faced by Aura Excellente Realinfracon pvt ltd is:

 The uncertainty caused by fluctuations in housing prices and demand poses a challenge in
reliably predicting property values and providing confident advice to clients.
 Rising interest rates can impact affordability and demand, resulting in a slowdown in sales and
reduced earnings for advisors.
 Changing preferences in property types, locations, and amenities necessitate advisors to
continually adjust their strategies and suggestions.
 Delay in construction and renovation endeavors can influence schedules and financial plans for
both purchasers and sellers.
 Precisely evaluating requirements, handling expectations related to timelines and costs, and
navigating emotional choices can be intricate.
 Providing guidance to clients within their financial constraints, exploring innovative financing
options, and maneuvering through intricate lending procedures can pose challenges.
 Building trust and a strong relationship with clients requires dedication and time, especially in a
competitive industry.

1.1.1 Opportunities in Real Estate:

 Cultivating proficiency in particular types of properties, such as becoming an expert in luxury

residences, eco-friendly structures, or historic estates, has the potential to draw in a high-end
clientele.
 Advisors who can proficiently examine market trends, property valuations, and buyer behavior
can provide valuable insights and offer recommendations based on data analysis.
 Building relationships with advisors in different nations can unlock international investment
possibilities and serve clients with varied requirements.
  Customizing plans based on a client's financial objectives, risk tolerance, and lifestyle can
cultivate trust and foster enduring loyalty.

1.2 Background of the study:

1.2 Background Realinfracon Private Limited was officially established on November 17, 2021. It operates
as a private company, categorized as non-government, and is registered with the Registrar of
Companies in Pune.

The company engages in real estate activities, managing either self-owned or leased properties. This
category encompasses activities such as buying, selling, renting, and operating real estate like
apartment buildings, residences, non-residential structures, as well as the development and
subdivision of real estate into lots.

Problem statement:

To develop an in-depth understanding of consumer purchasing patterns within the real estate market,
facilitating improved precision in targeting, marketing, and sales strategies for professionals in the real
estate industry.

Complexities: The decision to purchase a property is intricate and emotionally charged, shaped by
diverse factors such as demographics, financial considerations, lifestyle requirements, aspirations, and
external forces like market trends and economic conditions.

Multiple stakeholders: The process of decision-making frequently includes various individuals within a
household, each possessing their own distinct priorities and preferences.

Information overload: Consumers encounter a barrage of information from different channels,

creating challenges in filtering and prioritizing pertinent data.
Outcomes:

Enhanced comprehension of consumer motivations, preferences, and decision-making processes in the

real estate market.

Refined targeting and segmentation of marketing campaigns to effectively reach the appropriate
audience with the relevant message.

Creation of more potent sales strategies addressing distinct consumer needs and concerns.

Elevated conversion rates and heightened customer satisfaction within the real estate market.

Purpose of the Study:

Increased sales and conversions: Through a grasp of the factors that drive and impact buyers, real
estate professionals can customize their marketing and sales approaches to enhance efficacy in
reaching the appropriate audience and transforming them into customers. This may entail focusing on
particular demographics, showcasing attributes and amenities that align with diverse buyer segments,
and constructing compelling messages that speak to their concerns and priorities.

Improved marketing efficiency: Knowing the locations and methods consumers use to search for
properties enables real estate professionals to optimize their allocation of marketing resources. This
enables a concentration on channels that yield the most favorable return on investment, such as online
listings, social media platforms, or specific local media channels.

Improved customer service: Real estate professionals, through an understanding of the emotional and
psychological elements impacting purchasing choices, can deliver more empathetic and tailored
services to their clients. This can foster stronger relationships, increased trust, and heightened
customer satisfaction, potentially leading to more referrals and repeat business.

Innovating products and services: Analyzing consumer buying behavior aids real estate professionals
in recognizing market voids and creating novel products and services that address particular needs and
 preferences. This might include concentrating on niche markets, introducing distinctive property types,
or providing specialized services like managing rental properties or offering financial assistance
programs.

Secondary Research:
Secondary research methods for studying consumer buying preferences in the real estate market: While
primary research yields invaluable original data, secondary research presents a cost-effective approach
to acquiring crucial insights and establishing the groundwork for your study. The following are common
secondary research methods utilized in this context:

Published Resources:

Academic journals and research papers: Explore studies delving into consumer preferences in real estate,
market trends, and factors influencing housing decisions.

Government reports and statistics: Access data on demographics, housing affordability, and property
values from national, regional, and local sources.

Industry reports and market analyses: Refer to reports by real estate organizations, consulting firms,
and financial institutions for market insights and consumer trends.

News articles and blog posts: Stay informed about current events and emerging trends in the real
estate market and consumer preferences.

Online Resources:

Real estate websites and listings: Examine listing data, user reviews, and search trends to
comprehend what buyers are seeking.

Social media platforms: Utilize platforms like Twitter and Facebook to gauge consumer sentiment towards
specific developments, neighborhoods, or features.

Market research databases: Access curated datasets on consumer demographics, purchasing habits,
and housing preferences.
 Chapter II

Chapter 2- Literature Review/ Secondary research

Sector Information
The real estate industry stands out as a globally prominent sector, encompassing housing, retail,
hospitality, and commercial sub-sectors. Its expansion aligns with corporate growth, fostering demand
for office spaces and residential options in urban and semi-urban areas. Among the 14 major sectors,
the construction industry holds the third position in terms of direct, indirect, and induced effects
across the economy.

In India, the real estate sector is the second-largest contributor to employment, following the
agriculture sector. Anticipated trends include increased investment from non-resident Indians (NRIs) in
both the short and long term. Bengaluru was predicted to be the top choice for NRI property
investments, with Ahmedabad, Pune, Chennai, Goa, Delhi, and Dehradun following suit.

Market Size:

The real estate market in India is projected to experience substantial growth, reaching Rs. 65,000 crore
(US$ 9.30 billion) by 2040, a significant surge from Rs. 12,000 crore (US$ 1.72 billion) in 2019. The
country's real estate sector is anticipated to achieve a market size of US$ 1 trillion by 2030, a notable
increase from US$ 200 billion in 2021, contributing 13% to the GDP by 2025. Retail, hospitality, and
commercial real estate segments are also witnessing substantial growth, catering to the expanding
infrastructure needs of India.

The real estate sector in India is poised to expand further, with expectations of reaching US$ 5.8 trillion
by 2047, contributing 15.5% to the GDP, a notable increase from the current share of 7.3%.

In 2021, 40 million square feet were delivered in India, with expectations of a 40% market share in the
next 2-3 years and a projected 46 million square feet delivery in 2022. The demand for data centers is
expected to increase by 15-18 million square feet by 2025.

Contribution of sector in India’s GDP:

The real estate sector is a crucial component of India's economy, accounting for approximately 7% of
the GDP in 2023. Projections indicate a substantial growth, with expectations of contributing 10-13%
by 2025 and further increasing to 15.5% by 2047, thereby emerging as a prominent catalyst for
economic expansion.
Several key mechanisms highlight the real estate sector's contribution to India's GDP:
Direct Economic Impact: The sector actively engages in the construction and development of various
properties, including residential homes, office spaces, commercial establishments, and infrastructure
projects. This multifaceted involvement generates significant economic activity by initiating
processes.
 Sector Composition:
The real estate sector is a broad and diverse industry encompassing various property types and uses.
Its composition can be broken down into three main segments:
Residential Real Estate:
Detached residences: These are independent dwellings designed for the occupancy of a single family.
Available in diverse styles and sizes, these homes range from modest starter houses to expansive
mansions.
Multi-family residences: These structures consist of multiple individual living units, including
apartments, condominiums, and townhouses. Providing a more economical housing alternative when
compared to single-family homes, multi-family dwellings accommodate a diverse range of lifestyles.
Manufactured homes: These are housing units constructed in factories and transported to a
designated location for assembly. Offering an economical and customizable housing solution,
manufactured homes provide flexibility in design and affordability.

Commercial Real Estate:

Workspace Facilities: Encompassing structures exclusively designated for office purposes, this category
includes a spectrum of buildings, from compact, single-occupancy structures to expansive, multi-
occupancy skyscrapers.
Commercial Areas: This category includes diverse properties intended for retail activities, such as
shopping malls, strip malls, and standalone stores.
Industrial Real Estate:

Manufacturing and Logistics Facilities: Encompassing properties dedicated to manufacturing,

warehousing, and logistical operations, this sector caters to the diverse needs of industrial activities.
CAGR (Compound Annual Growth Rate):

Global Real Estate: Anticipated to expand at a CAGR of 5.2% from 2022 to 2030, driven by the surge in
urbanization and evolving consumer preferences.

India: The Indian real estate market is witnessing robust growth, projecting a CAGR of 25.6% from 2023
to 2028, propelled by rapid urbanization, escalating disposable incomes, and government initiatives.

China: The Chinese real estate market encounters challenges, with an estimated CAGR of 3.5% from
2023 to 2028 due to regulatory tightening and an economic slowdown.
 Understanding CAGR by Segment:

Residential: Anticipates robust growth, especially in affordable housing, fueled by increasing

urbanization and population expansion across various regions.

Commercial: Anticipates a potential shift in demand for office space towards flexible and co-working
models, while the growth of e-commerce may boost the need for industrial and logistics facilities.

Special Purpose: Foresees steady growth in healthcare and educational infrastructure, driven by a
heightened focus on these sectors and a rising demand for quality services.

In essence, the real estate sector, with its diverse composition and fluctuating growth rates across
segments, presents a landscape marked by both challenges and opportunities. Grasping these
intricacies is paramount for effectively navigating the market, making well-informed investment
decisions, and contributing to sustainable economic development.

Government Initiatives & FDI:

The interaction between government initiatives and Foreign Direct Investment (FDI) in the real estate
sector is dynamic, with each side influencing the other. Here's an analysis of their interplay:

Government Initiatives:

Governments employ various measures to stimulate real estate development and entice FDI:

Tax incentives: Providing developers with tax breaks, exemptions on capital gains, or deductions for
specific investments enhances the appeal of real estate projects to investors.

Infrastructure development: Investments in infrastructure, such as roads, bridges, public

transportation, and utilities, enhance accessibility and property values, attracting both domestic and
foreign investors.

Affordable housing programs: Initiatives like India's Pradhan Mantri Awa’s Yojana (PMAY) create
substantial demand for affordable housing, drawing investors to this specific segment.

Regulatory reforms: Simplifying regulations, reducing bureaucratic obstacles, and enhancing

transparency make the real estate sector more accessible and appealing to investors.
 About the company:
Aura Excellente Realinfracon Private Limited was incorporated as a private entity on November 17,
2021. It operates as a non-government company and is registered with the Registrar of Companies in
Pune. The authorized share capital of the company stands at Rs. 100,000, with a corresponding paid-up
capital of Rs. 100,000. The company is engaged in real estate activities involving the ownership or
leasing of property. This category encompasses various operations such as the buying, selling, renting,
and operation of self-owned or leased real estate, including apartment buildings, dwellings, and non-
residential structures. Additionally, it involves activities like the development and subdivision of real
estate into lots. The scope extends to the development and sale of land and cemetery lots, as well as
the operation of apartment hotels and residential mobile home sites.

Management:
Founded in 2021 by Nitin Pandey and Mithilesh Kushwaha. Earlier company names were wish to will and
Paradise realtors. They have an experience of 12years in Real estate Market before this company they were
working as individuals.

Market Penetration of product / service Rural, Semi Urban & Urban

Lead generation involves identifying potential customers who are interested in a product or service. The
theoretical background here might encompass:

Marketing Funnel: The concept of a marketing or sales funnel, which outlines the stages a potential customer
goes through, from awareness to consideration to decision. Understanding how leads move through this funnel
can guide strategies.

Buyer Personas: Creating detailed profiles of ideal customers, considering demographics, behaviors, pain points,
and motivations. This helps tailor marketing efforts to the right audience.

Inbound and Outbound Marketing: Exploring different strategies like content marketing, social media
campaigns, search engine optimization (inbound), as well as cold calling, email marketing, and advertising
(outbound) to attract potential leads.

Consultative Selling: Focusing on understanding the customer's needs and providing solutions that meet those
needs. This involves active listening and building a relationship.

SPIN Selling: A method that emphasizes asking Situation, Problem, Implication, and Need-Payoff questions to
guide the sales conversation.
Value Proposition: Clearly communicating the unique value and benefits of the product or service to the
customer. This requires a deep understanding of the customer's pain points and desired outcomes.

2.1. Overview of industry-

• Real estate industry overview

WHAT IS REAL ESTATE?

Real estate is the land along with any permanent improvements attached to the land whether natural or
man- made-including water, trees, minerals, buildings, homes fences, and bridges. Real estate is a form of
meal property. It differs from personal property, which are things not permanently attached to the land,
such as vehicles, hots, jewellery, furniture, and farm equipment.

TYPES OF REAL ESTATE:

There are five main types of real estate

1. Residential real estate. Any property used for residential purposes Examples include single-family
homes, condos, cooperatives, duplexes, sown houses, and multifacility residences with fewer than five
individual units.

2. Commercial real estate any property used exclusively for business purposes, such as apartment
complexes gestions, grocery stores. Hospitals, hotels, offices, parking facilities, restaurants, shopping
centers, stores, and theaters.
3. Industrial real estate Any property used for manufacturing, production, distribution, storage, and
research and development. Examples include factories, power plants, and warehouses

4. Land. Includes undeveloped property, vacant land, and agricultural land (farms, orchards, ranches,
and timberland)

5. Special purpose Property used by the public, such as cemeteries. government buildings, libraries,
parks, places of worship, and schools.

WHAT IS CHANNEL PARTNER?

A channel partner refers to a business entity or individual that collaborates with a real estate developer or
real estate company to promote and sell their properties. They act as intermediaries, helping developers
reach a broader market and increase their sales. This is the simple meaning of what is channel partner in
real estate. Their importance is huge in the field of real estate transactions.

The advantages of buying a property through channel partners are-

 Channel partners collaborate with multiple real estate developers, giving buyers access to a wide range
of properties in various locations, sizes, and price ranges

 They can provide valuable insights, advice, and guidance to buyers throughout the purchasing process

 Channel partners streamline the property search process by presenting curated options based on buyers’
preferences and requirements

 These partners are skilled negotiators and can help buyers secure the best deals and prices for their chosen
properties

 Channel partners stay updated with real estate market trends, price fluctuations, and upcoming projects

 They provide services like property management, rental assistance, or the resale of the property in the
future.
 WHAT IS RERA?

RERA stands for Real Estate Regulations Act and was introduced in 2016 to protect the interests of the
home buyers. The main aim of RERA is to provide relief to the buyers from the malpractices of unfair
builders.

RERA specifies certain mems for building and development of real estate which will enhance the
transparency in transactions in the real estate sector. It has provided several rights to the home buyers and
has also specified certain rates and regulations to be followed by all builders/ developers. Moreover, the
RERA Act also specifies the creation of a Real Estate Authority and Appellate Tribunal for each state. In
case of any wrongdoing by the builder/developer - the home buyer can also file a complaint to this
authority.

In terms of law, real is in relation to land property and is different from personal property while estate
means the “interest” a person has in that land property. Real estate is different from personal property,
which is not permanently attached to the land, such as vehicles, boats, jewellery, furniture, tools and the
rolling stock of a farm. Real estate is real property that consists of land and improvements, which includes
buildings, fixtures, roads, structures, and utility systems

Property rights give a title of ownership to the land, improvements, and natural resources such

as Minerals, plants, animals, water, etc. It covers residential housing, commercial offices,

trading

Spaces such as theatres, hotels and restaurants, retail outlets, industrial buildings such as factories And
Government buildings.

The main players in the real estate market are the landlords, developers, builders, real estate agents,
tenants, buyers etc. The activities of the real estate sector encompass the housing and construction sectors
also

The Indian real estate market is still in its infancy, largely unorganized and dominated by a large number
of small players, with very few corporate or large players having national presence. The Indian real estate
markets, as compared to the other more developed Asian and Western markets is characterized by
smaller size, lower availability of good quality space and higher prices.

Investment/ development -

Indian real estate sector has witnessed high growth in the recent times with rise in demand for Office as
well as residential spaces
Some of the major investments and developments in this sector are as follows: -

• In FY23, Delhi-NCR received 32% of the total private equity (PE)investment in the real
estate sector.

• Sales in the luxury residential market scaled by 151% year-over-year (y-o-y) in the quarter
from January to March, 2023.

• Between January-July 2022, private equity investment inflows into the real estate sector in India
stood at US$ 3.27 billion.

• In January 2021, SOBHA Limited’s wholly owned subsidiary, Sabha Highrise Ventures Pvt. Ltd.
Acquired 100% share in Annalakshmi Land Developers Pvt. Ltd.

Customers Changing demands or taste -

• Online Presence- Now Buyers search everything online before buying. So, online Presence of the
company matters. Builders with a solid online
presence, transparent information regarding the property and frequent interaction with potential
customers. Tend to get higher lead conversion rates as compared to orthodox players.

• Frequent engagement-Consumers like to get informed about their dream property and they
appreciate it a lot if the builder of their dream home interacts frequently with Him/her.
Introduction to company –

Aura Excellente realinfracon Pvt Ltd among Pune’s top most luxurious real estate brands. Aura
Excellente has been a leading real estate service organization spreading its wings by collaborating with
more than 100 Developers across major markets in Pune. We are well known for our end-to-end
consultation starting from the thought of investing into real estate to delivering the keys of your dream
into your hands. We are specialized into the most luxurious and most premium real estate properties
available in Pune.

Founders Mr. Nitin Kumar Pandey and Mr. Mithilesh Kushwaha have been the pillars behind Aura
Excellente’ s impeccable achievements and approaches. They have more than 12 years of experience into
the emerging and ever-growing market of Pune.

Aura Excellente has always been following an undeviated mission and vision strategy of ‘Client Comes
First’. A real estate service provider has heaped more than 2000 success reviews from our previous
clients. Gap-partner approach in real estate investing is focused into 360 Degree approach of solving the
most hectic problems that you generally face while investing into real estate properties. Journey with
you starts with Consultation and Discovery, then we focus into getting you in touch with the bank
partners, and also provide all the legal support which can be the most hectic process in the entire journey.

Since last 12 years Aura Excellente has been empowering the most ambitious real estate developers to
transform their projects and in turn businesses, by offering the unique proposition of being the only value-
driven business accelerator and turnaround platform providing a single-point operating system for the
strategy, sales & marketing infrastructure while ensuring substantial cash flow, and profitability.

VISION

 F-fairness in dealing with our clients and colleagues.

 L- Customers for life.

 1- Integrity & honesty in dealing with our clients, service providers and colleagues.

 G-Growth- Establishing our Agency as the preferred real estate company in our market area.
 H-highest possible standards.

 T-Team work with our agents in our network system.

To be the leader in real estate, free state area with a renowned reputation of honesty, integrity,
impeccable customer service, helping other and serving our community.

MISSION.

• To provide accurate and up to date information, skilled analysis and sound real estate
advice.

• To provide service to the client supported by continuous learning understanding of the

specific market intelligence.

To make the buying selling of real estate as cost effective as possible while maintaining the highest
level of service

• To continually explore new ideas and technology, to make selling and buying of real estate faster,
less costly and easier.
ASSOCIATE DEVELOPERS.
CSR activities at Aura Excellente Realinfracon pvt ltd

Corporate Social Responsibility (CSR) activities at a real estate channel partner firm could include
initiatives such as supporting affordable housing projects, promoting environmental sustainability through
green building practices, organizing community development programs, participating in local charity
events, and offering educational workshops on real estate matters for the community. These activities
showcase the firm’s commitment to social and environmental concerns beyond their business operations.

Affordable Housing Initiatives: Collaborating with organizations to develop affordable housing projects
for underserved communities.

Green Building Practices: Implementing eco-friendly construction methods and promoting energy-
efficient technologies in projects.

Community Development: Organizing workshops, training sessions, and skill development programs for
local residents to improve their quality of life.

Local Employment: Prioritizing local hiring and training programs to empower the community with job
opportunities.

Waste Reduction: Implementing waste management and recycling practices in construction sites to reduce
environmental impact.

Theoretical Background and Concepts in Real Estate:

 Real Estate: Real estate refers to immovable property such as land, buildings, and natural
resources attached to land. It encompasses residential, commercial, industrial, and agricultural
properties.

 Real Estate Developers: These are individuals or companies that purchase land, finance real estate
deals, build or have buildings developed, and then sell, rent, or lease the properties for profit.

 End-to-End Consultation: This involves providing comprehensive guidance and support

throughout the entire real estate investment process, from initial consultation to property acquisition
and beyond.

 Luxury Real Estate: Luxury real estate refers to high-end properties with premium features, top-
notch amenities, and often exclusive locations.

 Client Comes First: This is a customer-centric approach where the needs and preferences of
clients are given top priority in all real estate dealings.
 1. Are you planning to invest in residential property?

particular these respondents percentage

Yes 100 71%

No 40 29%

total 140 100%

No. Of respondents

29%

yes
71% no

Interpretation: - This question was asked to 100 respondents, from those 71%respondents plan to invest in
residential property and else 29% respondents do not plan to invest in residential property.
 2. What is your Occupation?

particular these respondents percentage

Businessmen 35 35%

professionals 54 54%

Retires 11 11%

total 100 100%

Occupation of respondents

11%
35%
Businessmen
professionals
54%

Interpretation-This question was asked to 100 respondents, from those respondents 35% are businessmen,
54% respondents are professional & 11% respondents are retiring.
3. What type of property you prefer?

particular these percentage

respondents

Flat 42 42%

Duplex 12 12%

Commercial 24 24%

bungalows 16 16&

Row houses 6 6%

total 100 100%

Property type
0 6%
Flat
24% Duplex
42%
Commercial
12% bungalows
Rowhouse

Interpretation-This question was asked to 100 respondents, from those 42% respondents prefer Flat, 12%
respondents prefer Duplex, 24% respondents prefer Commercial, 16% respondents prefer Bungalows and
6% respondents prefer Row House 32
 4. What type of units would you like to purchase?

particular No. of respondents percentage

1bhk 42 42%

1.5bhk 16 16%

2bhk 29 29%

3bhk 8 8%

3.5 bhk 5 5%

total 100 100%

Unit type
8% 5%
1bhk
42%
29% 1.5bhk
16% 2bhk
3bhk

Interpretation-This question was asked to 100 respondents, from those 42% would like to purchase 1
BHK, 16% would like to purchase 1.5 BHK, 29% would like to purchase? BHK.0% would like to
purchase 2.5 BHK,8% would like to purchase 3 BHK 5% would like to purchase 3.5 BHK,0% would like
to purchase 4 BHK. 33
5. What is your price range for purchasing the residential property?

particular these respondents Percentage

40-50 lakhs (1 bhk) 47 47%

50-60 lakhs (1.5-2bhk) 23 23%

60-70lakhs(3bhk) 19 19%

70 lakhs and above (3.5bhk) 11 11%

total 100 100%

Range
11%
40-50 lakhs
19% 47%
50-60 lakhs
23% 60-70lakhs
70 lakhs and above

Interpretation-This question was asked to 100 respondents, from those 47% respondents have price range
to purchase between 40-50 lakhs, 23% respondents have price range to purchase between 50-60 lakhs.
19% respondents have price range to purchase between 60-70 lakhs, 11% respondents have price range to
purchase 70 lakhs & above.

 In above two pie charts we analyze that the no. of people who are interested in 1 bhk ,1.5 bhk
,2bhk ,3bhk and 3.5 bhk are 42 ,16,29,8 and 5 respectively and in other hand the people switch
according to the price range like the 47 people who are interested in 1 bhk because of price 40-
50 lakhs and 23
 people who are interested in 1.5-2 bhk because of price that is 50-60 and 19 people who are
interested in 3bhk because of price that is 60-70 lakh and 11 people who are interested in 3.5 bhk
because they are comfortable with the price 70 lakhs so the people switch accordingly to their
budget.
6. What factor do you take into consideration while purchasing residential property?

particular No. of respondents Percentage

Location 29 29%

Price 31 31%
Transportation 11 11%
facility
Accessibility to market 20 20%
others 9 9%

total 100 100%

Purchasing Factor
9%
Location
20% 29%
Price
11%
31%
Transportation
facility

Interpretation-This question was asked to 100 respondents, from those 31% respondents consideration
purchase Location, 11% respondents consideration purchase Price. 20% respondents’ consideration
purchase Transportation facility, 29% respondents’ consideration purchase Accessibility to market,9%
respondents consideration purchase Others.
 Observation and finding:

 Consumers have diverse preferences when it comes to residential and commercial properties,
driven by different needs and goals.

 Consumers are motivated by different factors when considering residential versus commercial
properties, such as long-term investment returns versus immediate business needs.

 Consumers perceive varying levels of risk associated with residential and commercial real estate
investments, impacting their willingness to engage in each market segment.

 Proximity to quality schools, access to public transportation, and neighborhood safety are top
priorities for buyers.

 Suburban areas experiencing increased interest due to remote work opportunities and affordability.

 Social media engagement, particularly on Instagram and Facebook, significantly influences

purchasing decisions.

 Invest in optimizing the company website and mobile app for an intuitive user experience.

 Explore virtual reality and augmented reality technologies for immersive property tours and
visualization.

 Provide personalized assistance and guidance at every stage of the customer journey to enhance
satisfaction and loyalty.

 Strengthen relationships with local communities through partnerships with schools, charities, and
environmental initiatives.

 Streamline the buying process with online tools for mortgage pre-approval, virtual consultations,
and document signing.

 Utilize data analytics to customize property recommendations based on individual preferences and
browsing history.
 Conclusion

First, the study thoroughly examined the pivotal role of a channel partner within the real estate
market. It elucidated how channel partners serve as crucial intermediaries, bridging the gap between
property developers and customers, and thereby facilitating property transactions.

Second, the project delved into the expectations and needs of customers when engaging with real estate
companies. The research revealed valuable insights into customer preferences, budget considerations,
location choices, and the high level of support and guidance expected during property transactions.

Lastly, by studying the after-service in the real estate sector, the project highlighted the importance of
post-sale support in ensuring customer satisfaction and loyalty. It emphasized the significance of
responsiveness, efficiency, and customer-centric approaches in delivering a positive overall experience.

In summary, out of 140 calls to potential property investors, only two individuals, a businessman and a
retiree, expressed genuine interest and purchased properties. Despite initial interest from a diverse group
of 100 people, the success ultimately lay in identifying and serving the specific needs of these two clients,
one purchasing a 3 BHK property for 67 lakhs and the other a 2 BHK property for 55 lakhs. This
underscores the importance of targeted sales efforts and understanding individual client preferences in the
real estate market. Basically, I do cold call and pitch the product description and if they were interested so
I invite them to visit the property. And if they really like the property so we proceed to further process.

In essence, the project has provided a holistic understanding of the role of channel partners, the diverse
needs of customers, and the critical nature of post-sale services in the dynamic real estate market
industry. These insights are invaluable for both channel partners and real estate firms, enabling them to
better align their strategies, enhance customer relations, and excel in this competitive market.
 Suggestion:

 Company should organize annual customer meet to appreciate those customers who have been
with them and awarded them. This helps to maintain customer relationship management.

 Company should take mass media such as television more precisely cable media to Target
local customers.

 Company should also concentrate more on interior decoration to face the Market Challenges &
to compete with other competitors.

 Company should reduce the maintenance charges to have a great effect on sales of the Properties.

 Company needs to focus on brand promotion which will be helpful for generating Leads

 Company should try to cut down the property prices and there by attracting the middle Class.

 Offer value-added services such as property management, relocation assistance, or home staging to
differentiate from competitors.

 Stay abreast of market dynamics and evolving consumer preferences, adjusting strategies and
offerings accordingly.

 Prioritize the customer experience by offering personalized assistance and support at every stage of
the buying process.

 Build trust and credibility by being honest and upfront about property details, pricing, and terms.

 Provide informative content on the home buying process, financing options, and market trends to
empower consumers.

 Establish the company as a trusted source of information and guidance in the real estate industry.

 Invest in user-friendly website and mobile app interfaces for seamless property search and inquiry
processes.

 Use targeted messaging and content to engage with different consumer segments effectively.

 Identify patterns and trends to tailor marketing strategies and property offerings accordingly.

 Leverage social media platforms and digital advertising channels to reach and engage potential
buyers.
 References/Bibliography:

Research Papers:

 "Understanding Consumer Behaviour in the Digital Age: A Guide for Real Estate Professionals"
by Erez Gavish and Daniel Felsenstein. (Available at:

https://www.researchgate.net/publication/
322138729_Understanding_Consumer_Behavior_in_the_Digital_Age_A_Guide_for_Real_Estate_P
rofessionals)

Academic Journals:

 Journal of Real Estate Research

 Journal of Housing Economics
 Journal of Property Research

Online Courses:

 "Consumer Behaviour and Psychology in Real Estate" on Udemy (Available at:

https://www.udemy.com/course/consumer-behavior-and-psychology-in-real-estate/)

 "Understanding Consumer Behaviour in Real Estate Marketing" on Coursera (Available at:

https://www.coursera.org/learn/consumer-behavior-in-real-estate-marketing)
 Appendix:

QUESTIONNAIRE

1) What is your occupation?

a) Businessmen

b) Professional

c) Retired

2) What type of Property You Prefer?

a) Flat

b) Row House

c) Duplex

d) Bungalow

e) Commercial

3) How did you come to know about the company?

a) News Paper

b) Internet

c) Franchisee

d) Other

e) Friends & Family

4) Which factor do you take into consideration while purchasing residential properties?

a) Location

b) Price

c) Transportation facility

d) Accessibility to market
e) Others
 5) Which factor do you take into consideration while purchasing residential properties?

f) Location

g) Price

h) Transportation facility

i) Accessibility to market

6) What is your Price range for purchasing a residential property?

a. 40-50 lakh

b. 50-60 lakh

c. 60-70 lakh

d. 70lakh & above

7) Are you aware of various schemes offered by company?

a) Yes
b) No

8) What will be your mode for purchasing a residential property?

a) Home loan

b) Lump sum

c) Installment

d) Other

9) What is the purpose of owning property?

a) Self-us

b) Investment
10)Rate the channel partner?

c) Good

d) Very good

e) Poor