Amrapali groupampl

EXECUTIVE SUMMARY

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

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

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

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

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

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

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

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

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

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

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

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

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

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

purchasing homes.

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

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

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

factor in a consumer’s decision making process.

TABLE OF CONTENT

Number Page

1.0 Introduction 2

2.0 Literature Review 15

3.0 Research Methodology 19

Research Design

Sample Design

Sample Size

Sampling Technique

4.0 Data Analysis and Interpretation 21

Collection

Demographic Profile

Secondary Data

5.0 Findings 40

6.0 Conclusions, Recommendations and Limitations 42

7.0 Bibliography 46

8.0 Annexure 48

INDUSTRY PROFILE

REAL ESTATE

Real estate is "Property consisting of land and the buildings on it, along with its natural

resources such as crops, minerals, or water; immovable property of this nature; an interest

vested in this; (also) an item of real property; (more generally) buildings or housing in

general. Also: the business of real estate; the profession of buying, selling, or renting

land, buildings or housing."

Current Scenario of the Indian Real Estate

Realty sector in India has seen unprecedented growth after liberalization in 1991. But

after government allowed 100% FDI in construction business in 2005, real estate sector

experienced phenomenal growth. Before 2005 only Non Resident Indians (NRIs) and

People of Indian Origin (PIOs) could invest in realty sector.

There was restriction on foreign investors other than NRIs and PIOs, who could invest

only through wholly owned subsidiary or joint venture company in India. After this

restriction was lifted, FDI inflow in realty sector increased steeply. In 2003-04, share of

realty sector in total FDI inflow was 4.5% which increased to 10.6% in 2004-05 and 16%

in 2005-06. Another landmark decision by government in 2005 was lowering of cap on

minimum area for development by foreign investors from 100 acres to 25 acres.

This threw open those lucrative parts of Indian realty market to Foreign investors, which

were out of bounds for them till then. This also encouraged them to invest profusely in

Indian realty market and help it reach new heights.

Currently, contribution of realty sector to Indian GDP is about 5% and its market size is

expected to touch US$180 billion by 2020. It has emerged as a popular sector for private

equity funds investing about US$1700 million in 2011. FDI inflow in realty sector in

2011-2012(April-January) stood at 2750crore. It is also one of the highest FDI attracting

sectors.

After 100% FDI was aloud in 2005, constant inflow of FDI was witnessed in realty

sector till mid-2008, when it saw a fall. In Financial year 2007-08, 2008-09 and 2009-10

attracted FDIs of 8.9%, 10.3% and 11% of total FDI but financial year 2010-11 saw a

mere 6% FDI in this sector.

In 2011 a new development was seen. NRIs, whose share of real estate buying was 4%

previously, jumped to 8% mainly due to depreciation in value of rupee. Later on when

rupee plunged to new lows, this trend stabilized. Today, Real estate sector seems to be

one of the most lucrative investment options for NRIs and PIOs, due to recent

depreciation in the value of rupee against dollar. Rupee has plunged 23% within a year

and is bound to rise in future. So, investing in property now can reap rich dividends to

NRIs and PIOs once rupee improves. If rise in rupee is similar to its fall (23% within a

year), NRI buyers buying properties now will automatically get 23% returns on their

investment within a year on this account alone. General increasing trend in property

prices will only add to their returns.

The Indian real estate sector has factors such as the demography and the development of

infrastructure, which work to attract further investment. The organized real estate

scenario in the country has managed to attract the attention of the FDIs in the country. As

per the estimation of the experts’, FDI in real estate will grow from $4 billion to $25

billion in the next decade. In fact, a report from the UN has declared that India ranks next

only to China and the US, among the list of most favored investment destination. It is

estimated that the FDI inflow to the real estate sector will increase by 20% during the

financial year 2012-13.

Some of the recent policy initiatives which are expected to serve as a trigger to boost the

investment in the sector include:

1. The Union Budget 2012-13 proposed 1% Tax Deduction at Source (TDS) on

transfer of immovable property if the value of the sale is beyond Rs 50 lakh in

urban areas and Rs 20 lakh in other regions

2. Foreign citizens of Indian origin have been granted permission by the Reserve

Bank of India (RBI) to purchase property in India for residential or commercial

purposes

3. FDI up to 100% is allowed under the automatic route in townships, built-up

infrastructure and construction development projects subject to certain conditions

4. The government has allowed 51% FDI in multi-brand retail subject to conditions

Besides, RBI has also proposed to increase the minimum capitalization

requirement for any company with over 75% foreign holding by treating it as a

wholly owned subsidiary of the foreign company.

An Overview of Real Estate Scenario in India 2013

Over the last few decades, due to rapid urbanization, increasing income levels, and

positive demographics, the real estate sector in India has drawn a major investment.

However, owing to the slow growth of Indian economy in the last two years this field of

business has shown a deceleration. The real estate sector has come down to 6.5% in the

financial year 2012-2013 from a thriving 7.8% in the year 2009-2010. As per the

economy survey, the housing sector in India contributes nearly 5% to the overall GDP of

the nation. Housing sector business ranks 4th, in regard to the multiplier effect of the

country’s financial system. Apart from generating a huge level of employment, this sector

also acts as a stimulant for more than 250 subsidiary industries like building materials,

cement, consumer durables, brick, paint, steel, and so on.

Some of the major challenges that the real estate industry in the country is facing today

are as follows:

1. Deficiency of proper industry status.

2. Absence of Title insurance.

3. Lack of land titles that are clear.

4. Not having enough financial sources.

5. Scarcity of laborer.

6. Increasing cost of material and manpower.

7. Difficulties in getting approval for different procedures involved

8. Land acquisition policy

However, as the inflation rate has been put on control to a certain extent by the RBI

(Reserve Bank of India), there has been a lessening in the cash reserve ratio, so the

economy in the country is expected to improve. It has been predicted that the latter half

of 2013, will experience a growth in real estate sector. So, a real estate company in India

will survive successfully if it also specializes in warehousing logistics in India with a

perfect synchronization.

RESIDENTIAL REAL ESTATE

Housing prices have soared much higher than the reach of average Indian in the past

decade at an annual rate of 14%. However, price appreciation has slowed significantly

during 2012 in the top seven cities of the country, where capital value has gone up by

only 1-3 percent. Owing to sluggish sales and increased holding and construction cost,

the real estate scenario has found itself in deep waters.

Confederation of real estate developers association of India (CREDAI) responded to the

concerns voiced by the government and CREDAI has asked the developers to consider

selling maximum number of units at discounted price.

The previously offered freebies and other incentives by the developers are not expected

to revive the falling home sales. Along with price correction, there is a possibility of

innovative payment schemes and pre-launch benefits will be offered to the buyer. Big

developers with massive inventories will be under pressure to offer discounts, so that they

can sell off maximum number of units. Although launches have come down by 50% in

most of the Indian cities in the past four quarters, residential launches are predicted to be

on the rise in 2013.

The availability of debt capital in housing sector is likely to increase while the flow of

equity capital will remain stable in 2013. With Securities and Exchange Board of India

(SEBI) allowing debt funds to invest an additional 10% in Housing Finance Companies

(HFCs), liquidity in the housing market is set to increase.

COMPANY PROFILE

AMRAPALI GROUP

INTRODUCTION

Setting the trend for modern, luxurious and convenient living

A well constructed, luxurious home in a prime location with modern amenities and a

comfortable lifestyle - what more could you ask for? This and more is offered by the

Amrapali Group, one of the fastest growing real estate development corporates in Delhi

and the National capital region.

Focusing on Greater Noida, Indirapuram and other East Delhi locations, the Amrapali

Group has completed projects spread over more than 100 acres. What makes the

Amrapali group stand out is its steadfast dedication to quality and efficient service.

Established by Mr. Anil Sharma, a civil engineer from IIT Kharagpur and a former

government employee, Amrapali is run by a group of highly competent engineers and

over 50 professional and 150 supervisory-grade employees. Amrapali understands the

importance of quality and ensures the best of technology, planning, design and

construction for all of its projects.

In a short span of time, Amrapali has developed luxurious residential complexes,

townships, family entertainment centres, offices and commercial complexes. With its

unmatched expertise in residential development, Amrapali has developed six ultra-

modern residential colonies in and around Delhi.

In its projects, the group's first priority is aesthetics. The name Amrapali has been drawn

from a historical queen, who was reputed to have the beauty and elegance of the likes of

Cleopatra. Design for comfort living is therefore the group's mantra and for this, it

employs the nation's best architect, "Hafeez Contractor". The best amenities for

comfortable living are included in the group's projects - splash pools, modern club

facilities with swimming pools, gym, sports facilities and spaces for community activities

offer the best aspects of community living.

On-time project delivery is another advantage that comes with Amrapali’s projects, one

that the group takes a lot of pride in. Professional project management, a dedicated site

supervision team and a high regard for punctuality mean that buyers and investors are

never kept waiting for their property

VISION

Amrapali Group will continue to expand its efforts to grow by meeting customer needs

today and in the future by continuing to build partnerships based on trust, and by

establishing direct relationships with our customers. We accomplish this by responding to

changing market condition, building a performance driven culture that continues to

provide value-added construction services to our customers, by improving job site

productivity through effective job controls, maintaining a safe workplace and utilizing the

latest technology and by creating an environment that fosters growth and development of

our people.

MISSION

To perform for our customers the highest level of quality construction services at

fair and market competitive prices.

To ensure the longevity of our company through repeat and referral business

achieved by customer satisfaction in all areas including timeliness, attention to

detail and service-minded attitudes.

1010Our pledge is to establish lasting relationships with our customers by

exceeding their expectations and gaining their trust through exceptional

performance by every member of the construction team.

To maintain the highest levels of professionalism, integrity, honesty and fairness

in our relationships with our professional associates.

SUCCESS STORY

Very rarely has a real estate developer achieved such high repute and standing. In the

current scenario, when the Indian economy is growing steadily, real estate is one of its

main drivers. This also means intense competition among developers and more choice for

the home buyers. As consumer awareness grows; quality, range of amenities, long- term

performance and on-time delivery become the discerning factors and developers who can

consistently meet these needs will emerge as winners.

The Amrapali Group’s constant and conscious attention to these factors since its

inception has prepared a firm ground for a bright and soaring future. A strong base of

technical expertise and sturdy financial standing ensure that the group has a long innings

and a long-term commitment to developing healthy, pleasant and comfortable

communities.

IN NOIDA EXTENSION

Centurian park

Dream valley

Dream high rise

Leisure valley

Leisure park

Terrace homes

Tropical garden

Verona heights

La resiencia

IT park

Kingswood

GOLF HOMES

Why Invest in Noida Extension?

It is the best time to invest in Noida Extension. As the new land acquisition policy of the

UP government will push the real estate prices up, this could well be a dream investment

for those who enter the market at this juncture.

If you plan to buy property in the twin cities of Noida Extension, do not delay. It is the

best time to invest as the new land acquisition policy announced by the UP government

recently, promises an investor's dream being realized. The property rates in the twin cities

could again skyrocket, thanks to the hefty compensation package announced for farmers.

Under the new policy, undoubtedly, authorities will have to face an extra burden, as

developing authorities will be forced to hike the existing rate. It is believed that the

district administration is also planning to revise the circle rates (as a projected 25-30%

hike in existing rates). Such a projected property hike will make both Gurgaon and

Faridabad comparatively cheaper to live in. However, in terms of infrastructure like the

roads, sewers, water and connectivity, Noida Extension will always be the best.

In the new acquisition policy, developers can acquire land directly from farmers and

acquisitions can only happen with the mutual consent of 70% of the farmers in a given

area. In case of disagreement, the project would be reviewed. In the affected villages

where land has been acquired, the developer would have to construct a KisanBhavan as

well as a model school.

Planned implementation and fast progress is synonymous with UP. It is believed in the

real estate circuit that under the prevailing circumstances, implementation of all the mega

plans for UP would see light of day in the next few years. It is clear that those areas

where land has already been acquired and compensation distributed to farmers will be out

of the ambit of new land acquisition policy.

Get ready for a breath of fresh air...

... in a city where the future is present and ultra-modern infrastructure is ready and

waiting for you. Come witness a glorious partnership of industry with nature, life with

lifestyle and administration with enterprise. Welcome to Noida Extension - world city

where the grass is greener, the roads wider, the air cleaner and proactive governance is a

way of life. No delays, no congestion, no problems. NoidaExtension, a world city

planned with an obsession is ready to welcome you to the future.

There are a number of investment opportunities available in NoidaExtension. Some of

these are available in the following sectors

Residential

It is the kind of living in a prime suburban neighborhood that you've always dreamt of -

in your own home with large rooms amidst open spaces that encompass lawns, gardens

and a driveway. Also, where you enjoy 24-hour power and water supply and plenty of

fresh air. Now, it's within your reach. Just a half-hour drive from Delhi - via the DND

Flyway and six-lane expressway to Noida Extension, in an uncongested, pollution-free

environment with world-class facilities for better living.

Industrial

Greater Noida Industrial Development Authority (GNIDA) is the nodal agency

responsible for overall development of the Noida Extension City. The GNIDA was

established in Jan. 1991 under the UP Industrial Area Development Act, 1976.The Act

mandates Planning, Development, Operations & Maintenance and Regulatory functions

to a single agency – GNIDA.

GNIDA is also responsible for attracting investments in the city. The Development model

of Noida Extension is:

• Provision of Quality Infrastructure

• Attract Industries

• Employment Generation

• Growth& Development of the City Ecotech - Industry friendly and eco-friendly as

well

Commercial

Noida Extension has earmarked sectors for commercial activity in an area of 153.63 ha.

These opportunities cover shopping malls, multiplexes, convenient sector shopping.

These are available in various sectors as well as in the adjoining residential areas. The

Greater Noida Industrial Development Authority floats regular schemes from time to

time.

Institutional

Call it our destiny or call it our vision. But Noida Extension is shaping up as India's

smartest city, the National Capital Region’s most modern urban development. And the

fastest-developing center of attraction for people from Delhi, Noida, Ghaziabad, Gurgaon

and Faridabad.

LITERATURE REVIEW

The Real Estate Industry is one of the fastest growing industries in oureconomy, with a

Compound Annual Growth Rate of approximately30%.Developments in the real estate

sector are being influenced by the developments in the retail, hospitality and

entertainment (e.g., hotels, resorts, cinema theatres) industries, economic services (e.g.,

hospitals, schools) and information technology (IT)-enabled services (like call centers).

Impact of consumer attitude towards Residential Real Estate

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

economies that interact with these markets.

Economic problem in commercial Real Estate Sector

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

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

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

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

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

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

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

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

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

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

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

execution risks.

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

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

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

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

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

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

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

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

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

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

Affect on Housing Developers in Real Estate business

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

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

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

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

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

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

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

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

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

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

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

of the home-buyers.

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

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

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

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

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

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

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

satisfied with the developers work and remain associated with it.

RESEARCH METHODOLOGY

OBJECTIVES:

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

for Amrapali Group.

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

residential property.

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

RESEARCH METHODOLOGY

RESEARCH

Research can be defined as : “a careful investigation or inquiry specially through search

for new facts in any branch of knowledge.”

Research is, thus, an original contribution to the existing stock of knowledge

making for its advancement.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in

procedure.

TYPE OF RESEARCH

The research type is DESCRIPTIVE RESEARCH; it includes surveys and fact-finding

enquiriesof different kinds. The major purpose of descriptive research is description of

the state ofaffairs as it exists at present.

TYPE OF QUESTIONS

Standard questions.

(Attached Annuxure)

TYPE OF ANALYSIS

Statistical analysis

RESEARCH TECHNIQUE

Survey method technique was used.

Contact method

Interviews with the respondents.

SAMPLING PLAN

Sample size: The overall sample size was 40 consumers (20 are already booked

& 20 are first time visitors.)

Sample element: Potential buyers of residential property.

Sample location: Noida Extension

SAMPLING TECHNIQUE

Convenience Non Probability sampling technique has been used.

Convenience sampling is used in this study because it allows the researcher to

obtain basic data & trends about the customer preference & buying behavior

without much complication.

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

It is an inexpensive research technique.

Data collection is faster & accurate due to Convenience Sampling technique.

Respondents are chosen according to the researcher convenience which results in

faster collection of data & is highly accurate as less amount of time is taken of

respondents in filling up the questionnaire.

Quality of the data is high because respondents do not have to recall the

parameters as they are already mentioned in the questionnaire which raises the

quality.

RESEARCH INSTRUMENT

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

Questionnaire was used.

As the questionnaires is a series of questions asked to individuals to obtain statistically

useful information about a given topic.

When properly constructed and responsibly administered, questionnaires become a vital

instrument by which statements can be made about specific groups or people or entire

populations.

They are a valuable method of collecting wide range of information from a large number

of individuals or respondents.

DATA ANALYSIS & INTERPRETATION

COLLECTION:

Questions asked to various buyers in a non-randomly selected sample of 40 persons &

were interviewed using a questionnaire.

DEMOGRAPHIC PROFILE:

Primary data is important for all areas of research because it is unvarnished information

about the results of an experiment. It is like eyewitness testimony at a trial. No own has

tarnished it or spun it by adding their own opinion or bias so it can form the basis of

objective conclusions.

The questions asked to various consumers in statistically selected sample of 40 persons

who were interviewed using a questionnaire.

SECONDARY DATA:

The research is done completely on survey basis, only briefs with respect to certain

statistical figures of the real estate sector has been referred from such sources such as

Web, etc.

ANALYSIS:

(Consumers which have already booked their flats)

AGE:

Age No. of people

Below 25 yrs 0

25-35 yrs. 6

35-45 yrs. 12

45-55 yrs. 1

Above 55 yrs 1

Fig.1: Interpret thatpeople who are interested & booked took time to

evaluate before making decision & still after, backed their conscious via

confirming visits.

FLAT AREA SEEMED BY THE CONSUMERS

Flat area No. of people

800-1000 sq.ft. 8

1000-1200 sq.ft. 8

1200-1400 sq.ft. 2

1400-1600 sq.ft. 2

0%

30%

60%

5%

5%

No.of people

Below 25 yrs

25-35 yrs.

35-45 yrs.

45-55 yrs.

Above 55 yrs

Fig.3: Interpret that the most of the people in that area were seeking for 800-

1000 sq.ft. &1000-1200sq.ft. Of area which shows that people were looking

for small size flats for them.

RENTAL PREVIOUS RESIDENCE

Previous residence rental No. of people

Yes 4

No 16

40%

40%

10%10%

No. of people

800-1000 sq.ft.

1000-1200 sq.ft.

1200-1400 sq.ft.

1400-1600 sq.ft.

Fig.4: Interpret that from the survey 80% of the people had their own

residence in the NCR region but the thought of second home & a property of

great appreciation is an appealing criteria for the purchase.

TYPE OF PREVIOUS RESIDENCE

Previous residence No. of people

Developer house 2

Independent house 10

Society flats 6

Others 2

20%

80%

No. of people

yes

no

Fig.5: Interpret that most of the people were residing in their own

independent house& after that they were looking for a new property.

AMRAPALI QUALITY

Amrapali quality Excellent Good Satisfactory

Not

Good

Amrapali Website 3 13 3 1

Project Brochure 6 13 2

10%

50%

30%

10%

No.of people

Developer house

Independent house

Society flats

Others

Overall Appearance of Office 7 10 3

Information Quality given by the Team 6 11 3

Overall experience 7 10 3

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

considered.

PEOPLE FOUND ADVANTAGES IN AMRAPALI

Advantages found in Amrapali No. of people

Location 17

Price 16

0

2

4

6

8

10

12

14

AmrapaliWebsite

ProjectBrochure

OverallAppearance of

Office

InformationQuality givenby the Team

Overallexperience

Excellent

Good

Satisfactory

Not Good

Construction 9

Possession 0

Fig.8: Interpret that most of the people found “Location” as the most

important advantage of the Amrapali Group.

41%

38%

21%

0%

Advantage

Location

Price

Construction

Possesion

VISIT TO OTHER GROUPS

Visit to other groups No. of people

Yes 12

No 8

Fig.9: Interpret that 60% of people visited the other groups & then chooses

AMRAPALI shows how there is difference between the Group & the rest.

60%

40%

No. of people

Yes

No

(Consumers which were the first time visitors)

AGE

Age No. of people

Below 25 yrs. 4

25-35 yrs. 12

35-45 yrs. 4

45-55 yrs. 0

Above 55 yrs. 0

Fig.10: Interpret that the people who were the 1st time visitors were the

young investors or early age home seekers.

20%

60%

20%

0%0%

No. of people

Below 25 yrs.

25-35 yrs.

35-45 yrs.

45-55 yrs.

Above 55 yrs.

HOW PEOPLE CAME TO KNOW ABOUT “AMRAPALI GOLF

HOMES”

Came to know about AMRAPALI GOLF HOMES No. of people

Newspaper ads 3

Television ads 1

Website 4

Word of Mouth 8

Broker 2

Outdoor 2

Others 0

15%

5%

20%

40%

10%

10%

0%

No.of people

Newspaper ads

Television ads

Website

Word of Mouth

Broker

Outdoor

Others

Fig.11: Interpret thatAmrapali has good brand reputation & brand

recognition&other modes of media are also adding a feather to the cap when

talking about the brand recall.

AMRAPALI QUALITY

Amrapali quality Excellent Good Satisfactory Not Good

Amrapali Website 4 11 5

Project Brochure 13 7

Overall Appearance of Office 9 10 1

Information Quality given by Team 8 12

Overall Experience 6 13 1

Fig.12: Interpret thatalthough people rated some of the features of Amrapali

fairly above average but still recognition & trust carries the brand a far.

\

0

2

4

6

8

10

12

14

AmrapaliWebsite

ProjectBrochure

OverallAppearance of

Office

InformationQuailty given

by Team

OverallExperience

Excellent

Good

Satisfactory

Not Good

PEOPLE FOUND ADVANTAGES IN AMRAPALI

Advantages found in Amrapali No. of people

Location 11

Price 13

Construction 2

Possession 0

Others 1

Fig.13: Interpret that having the distinguished prices in terms of cost

effectiveness& transparency of all inclusive rates somehow appealed when

compared to competitors.

41%

48%

7%

0%

4%

No. of people

Location

Price

Construction

Possession

Others

VISIT TO OTHER GROUPS

Visit to other group No. of people

Yes 12

No 8

Fig.14: Interpret that despite being in the era of information overload people

few trust the brand as it is & rest being calculative tend to justify their

conscious & take a assuring decision.

60%

40%

No. of people

Yes

No

FINDINGS:

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

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

already booked their flats in the NOIDA EXTENSION Region.

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

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

with Public Services.

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

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

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

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

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

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

average in terms of relative description about project brochure & company

website.

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

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

CONCLUSION

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

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

to be the most profitable company in NOIDA EXTENSION.

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

Estate Sector.

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

before buying a property.

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

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

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

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

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

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

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

the flats.

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

consumers towards the brand.

RECOMMENDATIONS

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

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

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

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

advantages of having patience of witnessing property growth & enumerating the

appreciations in the coming future.

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

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

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

maintaining his reputation by scheduled completion of the projects.

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

inventory is still in a great volume

SCOPE

This study will be beneficial to AMRAPALI GROUP to know about different

consumer behaviors towards the Residential Property in Noida Extension.

Also the company comes to know, what are the various factors which affect the

behavior of the consumers in buying the property.

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

prospects.

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

LIMITATIONS

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

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

3. Rainy season was a hurdle for this survey.

4. The response from the respondents was fair enough.

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

BIBLIOGRAPHY

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

http://en.wikipedia.org/wiki/Real_Estate

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

http://www.sooperarticles.com/real-estate-articles/property-investment-

articles/overview-real-estate-scenario-india-2013-1193050.html

ANNUXURE

(QUESTIONNAIRES FOR THOSE WHO ALREADY BOOKED THEIR

FLATS)

Questionnaire

Name:

Occupation

Age:

Below 25 yrs. 25-35 yrs.

35-45 yrs . 45-55 yrs.

Above 55 yrs .

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

complex: NOT AT ALL VERY LARGE

EXTENT

Location (1 2 3 4 5)

Price range (1 2 3 4 5)

Connectivity to public transport (1 2 3 4 5)

Proximity to work place (1 2 3 4 5)

Availability of loan (1 2 3 4 5)

Easy flexible payment plan (1 2 3 4 5)

Density of Population (1 2 3 4 5)

Water & Power Availability (1 2 3 4 5)

Security (1 2 3 4 5)

Car Parking (1 2 3 4 5)

Club Membership (1 2 3 4 5)

Possession Time (1 2 3 4 5)

Public Services (1 2 3 4 5)

2. How much area f FLAT are you seeking?

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

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

3. Your previous residence was a:

(Mention if rental- Yes No )

Developer housing complex

Independent house

Society flats

Others

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

GROUP?

Newspaper Ads Television Ads

Website Word of Mouth

Broker Outdoor

Others

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

Amrapali website

Project Brochure

Overall Appearance Office

Information Quality

given by the Team

Your overall Experience with

Amrapali so far.

6. What are the differences you find?

Location Price

Construction Delivery time

Others please mention:-

(You can mark more than 1)

7. Any other suggestions

8. Have you also visit other groups?

Yes No

Please specify:

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

QUESTIONNAIRE

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

GROUP?

Newspaper Ads Television Ads

Website Word of Mouth

Broker Outdoor

Others

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

Amrapali website

Project Brochure

Overall Appearance Office

Information Quality

given by the Team

Your overall Experience with

Amrapali so far.

3. What are Advantages you find in AMRAPALI?

Location Price

Construction Possession time

Others please mention:-

(You can mark more than 1)

4. .Any other suggestions:

5. Have you also visit the other groups?

Yes No

Please specify:-

Name:

Occupation

Age:

Below 25 yrs. 25-35 yrs.

35-45 yrs . 45-55 yrs.

Above 55 yrs .