1

A PROJECT REPORT ON
“Study The Current Trends Of Real Estate (Residential)
With Respect To West Pune”.

SUBMITTED TO SAVITRIBAI PHULE PUNE UNIVERSITY

BY
SNIGDHA SINHA
MBA MKT 1 (2021-2023)
Roll No: MBA21A50

UNDER THE GUIDANCE OF

DR. YACHNA GHARDE
IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT
PUNE- 412115

P.I.B.M – Pune Institute of Business Management

Pune
 2

ACKNOWLEDGE

The success and final outcome of this project required a lot of guidance and assistance from
many people, and I am extremely privileged to have got this all along the completion of my
project. All that I have done is only due to such supervision and assistance and I would not
forget to thank them.

I respect and thank to Parag Wadnerkar, (Assistant Vice President ) for providing me an
opportunity to do the project work in Anarock Property Consultants Pvt Ltd. Office and
giving me all support and guidance, which made me complete the project duly. I am
extremely thankful to him for providing such a nice support and guidance, although he had
busy schedule managing the corporate affairs.

I owe my deep gratitude to Chairman Mr. Raman Preet, Dr. Riddhiman

Mukhopadhyay (HOD of Marketing) and to my Mentor Dr. Yachna Gharde project guide,
who took keen interest on my project work and guided me all along, till the completion of my
project work by providing all the necessary information for developing a good system.

Snigdha Sinha

MBA21A50
 3

COMPANY CERTIFICATE

24-July-2022

CERTIFICATE OF PROFESSIONAL INTERNSHIP TRAINING

This is to certify that Snighdha Sinha has accomplished Professional Internship Training for the period 16-May-
2022 to 14-Jul-2022, Pune. During this period, he/she has worked with our Sales (Resi) team. He/she has been sincere and
dedicated towards the work.
We wish him/her all the best for career ahead.

Yours sincerely

Sukhdeep Aurora

Chief People Officer- ANAROCK Group

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To Whomsoever It May Concern

This is to certify that the Project Report titled, is “Study The Current Trends
Of Real Estate (Residential)With Respect To West Pune “and authentic work
carried out by Ms. SNIGDHA SINHA,MBA-MARKETING, Batch 2021-23 of
IAEER’s Pune Institute of Business Management, Pune as a fulfillment of
MBA/ PGDM Course. She has worked under our guidance and satisfactorily
completed his/ her project work.

Place: Pune Date:

Signature of Internal Guide:

Signature of External Examiner :

Signature of Director / COE:

 5

LIST OF CONTENTS
Contents
PROJECT SYNOPSIS .................................................................................................................................. 6
INTRODUCTION TO PROJECT ...................................................................................................... 8
THEREOTICAL BACKGROUND ........................................................................................................ 9
COMPANY PROFILE AND SERVICE OFFERRED BY THE COMPANY .................................... 14
Mission and vision ....................................................................................................................... 15
INTERNSHIP SUMMARY.................................................................................................................. 17
TRAINING SUMMARY .................................................................................................................... 19
PROJECT DESCRIPTION ............................................................................................................... 20
RESEARCH METHODOLOGY .......................................................................................................... 20
Data Interpretation & Analysis ......................................................................................................... 24
Findings, Suggestions & Conclusion ................................................................................................. 43
CONCLUSION ................................................................................................................................... 44
Bibliography ........................................................................................................................................ 45
Annexure.............................................................................................................................................. 46
 6

PROJECT SYNOPSIS
“Study the current trends of real estate with
Project Title
respect to west pune.”

Company Name Anarock Property Consulants Pvt Ltd.

Student Name Snigdha Sinha

Student Roll No MBA21A50

Project Guide Name (External Mentor) Mr. Parag Wadnerkar

Project Guide Designation (External

Assistance Vice President
Mentor)

Project Guide Name (Internal Mentor) Dr. Yachna Gharde

Project Guide Designation (Internal

Associate Professor
Mentor)

Duration of project 2 months

 7

EXECUTIVE SUMMARY

It has been a great learning experience, and an opportunity to grow personally and
professionally to do this internship program at ANAROCK. In this research project titled,
“Study the current trends of real estate with respect to West Pune”, main aim was to study the
current trends of real estate towards investing in Residential Property, understanding the Pune
market with respect to Commercial.

We were given a data of channel partners where we need to convince them to bring clients in
this projects & were supposed to have Project knowledge of Purva Aspire, Ashiana Housing
for next 5 weeks. Hence, we generated leads after need analysis for the project and ended up
activating 46 Channel partners & 10 site visits.
 8

CHAPTER 1

INTRODUCTION TO PROJECT

1.1 INTRODUCTION
Anarock property & consultant is a renowned Real Estate company developing new
services and competing in the market with its outstanding performances. Being an
mandate firm it focusses on every ongoing project of Godrej Properties, and it is currently
focusing on two particular projects, i.e. Purva Aspire, Ashiana Malhar in the West Pune. I
have chosen the topic “Study The Current Trends Of Real Estate With Respect To West
Pune”. which help me to understand the perception of consumers, trends and expectation
while investing in the property specially in a residential. During the project period, I have
collected the data from the customers, channel partner from different areas who is
looking for a flat, which helped me and the company to do a specific analysis regarding
the consumer perceptions.

1.2 Topic – “Study The Current Trends Of Real Estate With

Respect To West Pune”.

1.3 Objectives –
1) Primary Objectives -
1. Current trends of real estate (residential) in west Pune.
2.To determine the customer’s perception while buying a property .
3. To understand the motives of consumers in decision making.

2) Secondary Objectives –
1. To study the various factors affecting the consumer buying perception especially
in case of residential property.
 9

Chapter 2 –

THEREOTICAL BACKGROUND

1.1 Real Estate Sector

Real estate sector is one of the most globally recognized sectors. It comprises of four sub
sectors - housing, retail, hospitality, and commercial. The growth of this sector is well
complemented by the growth in the corporate environment and the demand for office space
as well as urban and semi-urban accommodations. The construction industry ranks third
among the 14 major sectors in terms of direct, indirect and induced effects in all sectors of the
economy.

In India, the real estate sector is the second-highest employment generator, after the
agriculture sector. It is also expected that this sector will incur more non-resident Indian
(NRI) investment, both in the short term and the long term. Bengaluru is expected to be the
most favoured property investment destination for NRIs, followed by Ahmedabad, Pune,
Chennai, Goa, Delhi and Dehradun.

Market Size -
By 2040, real estate market will grow to Rs. 65,000 crore (US$ 9.30 billion) from Rs. 12,000
crore (US$ 1.72 billion) in 2019. Real estate sector in India is expected to reach US$ 1
trillion in market size by 2030, up from US$ 200 billion in 2021 and contribute 13% to the
country’s GDP by 2025. Retail, hospitality, and commercial real estate are also growing
significantly, providing the much-needed infrastructure for India's growing needs.

India’s real estate sector saw over 1,700 acres of land deals in the top 7 cities in 1 year.
Foreign investments in the commercial real estate sector were at US$ 10.3 billion from 2017-
21. As of February 2022, Developers expect demand for office spaces in SEZs to shoot up
after the replacement of the existing SEZs act.

As per ICRA estimates, Indian firms are expected to raise >Rs. 3.5 trillion (US$ 48 billion)
through infrastructure and real estate investment trusts in 2022, as compared with raised
funds worth US$ 29 billion to date.

The office market in the top eight cities recorded transactions of 22.2 msf from July 2020 to
December 2020, whereas new completions were recorded at 17.2 msf in the same period. In
terms of share of sectoral occupiers, Information Technology (IT/ITeS) sector dominated
with a 41% share in the second half of 2020, followed by BSFI and Manufacturing sectors
with 16% each, while Other Services and Co-working sectors recorded 17% and 10%,
respectively.
 10

Around 40 million square feet were delivered in India in 2021. It is expected that the country
will have a 40% market share in the next 2-3 years. India is expected to deliver 46 million
square feet in 2022.

According to Savills India, real estate demand for data center’s is expected to increase by 15-
18 million sq. ft. by 2025.

In 2020, the manufacturing sector accounted for 24% of office space leasing at 5.7 million
square feet. SMEs and electronic component manufacturers leased the most between Pune,
Chennai and Delhi NCR, followed by auto sector leasing in Chennai, Ahmedabad and Pune.
The 3PL, e-commerce and retail segments accounted for 34%, 26% and 9% of office space
leases, respectively. Of the total PE investments in real estate in Q4 FY21, the office segment
attracted 71% share, followed by retail at 15% and residential and warehousing with 7%
each.

India’s gross leasing volume in the top 8 cities stood at 16.2 this was 12.4% quarter to quarter
growth in 2021. India’s net absorption of the office market stood at 11.56 million square feet
in quarter four of 2021. This was an 86% rise QoQ.

Between July 2021 and September 2021, a total of 55,907 new housing units were sold in the
eight micro markets in India (59% YoY growth).

In the third quarter of 2021 (between July 2021 and September 2021), new housing supply
stood at ~65,211 units, increased by 228% YoY across the top eight cities compared with
~19,865 units launched in the third quarter of 2020.

In 2021-22, the commercial space is expected to record increasing investments. For instance,
in October 2021, Chintels Group announced to invest Rs. 400 crore (US$ 53.47 million) to
build a new commercial project in Gurugram, covering a 9.28 lakh square feet area.

According to the Economic Times Housing Finance Summit, about 3 houses are built per
1,000 people per year compared with the required construction rate of five houses per 1,000
population. The current shortage of housing in urban areas is estimated to be ~10 million
units. An additional 25 million units of affordable housing are required by 2030 to meet the
growth in the country’s urban population.
 11

Investments/ Developments -
Indian real estate sector has witnessed high growth in the recent times with rise in demand for
office as well as residential spaces. According to Colliers India, a property consultant,
institutional investments in the Indian real estate sector are expected to increase by 4% to
reach Rs. 36,500 crore (US$ 5 billion) in 2021, driven by rising interest of investors towards
capturing attractive valuations amid the pandemic. According to a recent report by Colliers
India, private equity investments in Indian real estate reached US$ 2.9 billion in the first half
of 2021, which was a >2x increase from the first half in 2020.Exports from SEZs reached Rs.
7.96 lakh crore (US$ 113.0 billion) in FY20 and grew ~13.6% from Rs. 7.1 lakh crore (US$
100.3 billion) in FY19.

In July 2021, the Securities and Exchange Board of India lowered the minimum application
value for Real Estate Investment Trusts from Rs. 50,000 (US$ 685.28) to Rs. 10,000-15,000
(US$ 137.06 - US$ 205.59) to make the market more accessible to small and retail investors.

According to the data released by Department for Promotion of Industry and Internal Trade
Policy (DPIIT), construction is the third-largest sector in terms of FDI inflow. Construction is
the third-largest sector in terms of FDI inflow. FDI in the sector (including construction
development & activities) stood at US$ 52.48 billion between April 2000 to December 2021.

Some of the major investments and developments in this sector are as follows:

• Between January 2021 and September 2021, private equity investment inflows into the real
estate sector in India stood at US$ 3.3 billion.

• Home sales volume across seven major cities in India surged 113% YoY to reach ~62,800
units in the third quarter 2021, from 29,520 units in the same period last year, signifying
healthy recovery post the strict lockdown imposed in the second quarter due to the spread of
COVID-19 in the country.

• In the third quarter of 2021, the Institutional real estate investment in India increased by 7%
YoY. Investment registered in the first nine months of 2021 stood at US$ 2,977 million, as
against US$ 1,534 million in the same period last year.

• In November 2021, Ascendas India bought Aurum Ventures’ 16-storey commercial tower in
Navi Mumbai for Rs. 353 crore (US$ 47 million), making it the largest deal of a standalone
commercial tower by a global institutional investor during the past few years.

• REA India-owned online real estate company Housing.com tied up with online legal
assistance start-ups LegalKart, Lawrato, Vidhikarya and Vakil in 2021 to offer legal advice
and assistance to homebuyers.

• Top three cities—Mumbai (~39%), NCR-Delhi (~19%) and Bengaluru (~19%)—attracted

~77% of the total investments recorded in the third quarter of 2021.

• India's flexible space stock is likely to expand by 10-15% YoY, from the current 36 million
sq. ft., in the next three years, according to a report by CBRE.

• To establish an investment platform for the Indian retail-led mixed-use assets, in June 2021,
GIC announced to acquire a minority stake in Phoenix Mills’ portfolio (worth US$ 733
million).
 12

• In May 2021, Blackstone Real Estate acquired Embassy Industrial Parks for Rs. 5,250 crore
(US$ 716.49 million) to expand its presence in the country.

• To expand into the Indian real estate market, SRAM & MRAM Group collaborated with
Area CAS Developers and Infrastructure Private Limited (Area Group), and Gupta Builders
and Promoters Private Limited (GBP Group) of India. It plans to invest US$ 100 million in
the real estate sector.

• According to Anarock, housing sales in seven cities increased by 29% and new launches by
51% in Q4 FY21 over Q4 FY20.

• Private market investor, Blackstone, which has significantly invested in the Indian real estate
sector (worth Rs. 3.8 lakh crore (US$ 50 billion) is seeking to invest an additional Rs. 1.7
lakh crore (US$ 22 billion) by 2030.

• In 2021, working remotely is being adopted at a fast pace and demand for affordable houses
with ticket size below Rs. 40-50 lakh is expected to rise in Tier 2 and 3 cities, leading to an
increase in prices in those geographies.

• In April 2021, HDFC Capital Advisors (HDFC Capital) partnered with Cerberus Capital
Management (Cerberus) to create a platform that will focus on high-yield opportunities in the
residential real estate sector in India. The platform seeks to purchase inventory and provide
last-mile funding for under construction residential projects across the country.

• In March 2021, Godrej Properties announced it would launch 10 new real estate projects in
Q4.

• In March 2021, Godrej Properties increased its equity stake in Godrej Realty from 51% to
100% by acquiring equity shares from HDFC Venture Trustee Company.

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

Government Initiatives -

Government of India along with the governments of respective States has taken several
initiatives to encourage development in the sector. The Smart City Project, with a plan to
build 100 smart cities, is a prime opportunity for real estate companies. Below are some of
the other major Government initiatives:

• In October 2021, the RBI announced to keep benchmark interest rate unchanged at 4%,
giving a major boost to the real estate sector in the country. The low home loan interest rates
regime is expected to drive the housing demand and increase sales by 35-40% in the festive
season in 2021.

• Under Union Budget 2021-22, tax deduction up to Rs. 1.5 lakh (US$ 2069.89) on interest on
housing loan, and tax holiday for affordable housing projects have been extended until the
end of fiscal 2021-22.
 13

• The Atmanirbhar Bharat 3.0 package announced by Finance Minister Mrs. Nirmala
Sitharaman in November 2020 included income tax relief measures for real estate developers
and homebuyers for primary purchase/sale of residential units of value (up to Rs. 2 crore
(US$ 271,450.60) from November 12, 2020 to June 30, 2021).

• In order to revive around 1,600 stalled housing projects across top cities in the country, the
Union Cabinet has approved the setting up of Rs. 25,000 crore (US$ 3.58 billion) alternative
investment fund (AIF).

• Government has created an Affordable Housing Fund (AHF) in the National Housing Bank
(NHB) with an initial corpus of Rs. 10,000 crore (US$ 1.43 billion) using priority sector
lending short fall of banks/financial institutions for micro financing of the HFCs.

• As of January 31, 2021, India formally approved 425 SEZs, of which 265 were already
operational. Most special economic zones (SEZs) are in the IT/ BPM sector.

Road Ahead -

The Securities and Exchange Board of India (SEBI) has given its approval for the Real Estate
Investment Trust (REIT) platform, which will allow all kind of investors to invest in the
Indian real estate market. It would create an opportunity worth Rs. 1.25 trillion (US$ 19.65
billion) in the Indian market in the coming years. Responding to an increasingly well-
informed consumer base and bearing in mind the aspect of globalisation, Indian real estate
developers have shifted gears and accepted fresh challenges. The most marked change has
been the shift from family-owned businesses to that of professionally managed ones. Real
estate developers, in meeting the growing need for managing multiple projects across cities,
are also investing in centralized processes to source material and organise manpower and
hiring qualified professionals in areas like project management, architecture and engineering.
The residential sector is expected to grow significantly, with the central government aiming
to build 20 million affordable houses in urban areas across the country by 2022, under the
ambitious Pradhan Mantri Awas Yojana (PMAY) scheme of the Union Ministry of Housing
and Urban Affairs. Expected growth in the number of housing units in urban areas will
increase the demand for commercial and retail office space.
The current shortage of housing in urban areas is estimated to be ~10 million units. An
additional 25 million units of affordable housing are required by 2030 to meet the growth in
the country’s urban population.
The growing flow of FDI in Indian real estate is encouraging increased transparency.
Developers, in order to attract funding, have revamped their accounting and management
systems to meet due diligence standards. Indian real estate is expected to attract a substantial
amount of FDI in the next two years with US$ 8 billion capital infusion by FY22.
 14

Chapter 3 –
COMPANY PROFILE AND SERVICE OFFERRED BY THE
COMPANY

3.1 About company – Anarock Property Consultants Pvt.Ltd. (Residential)

ANAROCK's experience and expertise gained through serving some of the most reputed
developers, corporate houses, portfolio investors and individual investors make it one of the
trusted names in residential real estate market in India. Its business model is technology and
process driven. It enables supply, demand, and discovery through a digital platform, with
transactions facilitated offline via highly trained real estate experts.

The group of Anarock is India’s ruling specialized real estate service company with varied
interests across the real estate value chain. It’s group chairman, Anuj Puri, is highly respected
industry veteran and India’s most extrusive thought leader in the real estate domain. In total,
over 30 years' expertise in leveraging Indian and global real estate opportunities.

The group’s key strategic business units are Commercial broking & advisory, retail,
investment banking, hospitality, land services, warehousing, industrial & logistics,
investment management and strategic advisory & valuations. It's flourishing business teams’
account for over 1800 real estate specialists with services across all leading Indian markets
and dedicated services in Dubai. This group has formed strategic business collaboration with
global partners - HVS | Anarock to deliver global best practices in hospitality consulting
services. The company also have a global imprint with over 80,000 preferred channel
partners and affiliates in US and UK market.

The group's facet Anarock’s rapidly expanding business portfolio is administered by the
firm's core assurance to its clients and partners - values over value.

It offers services throughout the complete Real Estate Value Chain. It help dispose high
volume inventory for developers, provide vast options with best price for home buyers,
maximize property value for investors and offer best deals and timely payment for brokers.
The services are strongly backed up by quantitative & qualitative data collated by in-house
research team.
 15

Mission and vision

Mission

1. They believe in breaking new ground with innovative, technology-driven solutions to real
estate.

Vision

1. The national firm of choice for employees and clients

2. The inspiration for intelligent, mature, thought-provoking market leaders.

3. The catalyst for change for a rapidly evolving market.

Services Offered

1.Sales & Marketing Solutions

1. Project feasibility study
2. Sales strategy
3. Go-to market strategy
4. Affiliation strategy
5. Transaction management

2. Technology Solution
3. Digital Agency
4. Creative Agency
5. Post Sales Service
6. Corporate Divestment
7. Research services
8. Society management
 16

SALES ORGANIZATION CHART

SALES DIRECTOR

SALES
9. PROMOTION LOGISTICS
10.
SUPERVISOR SUPERVISOR SUPERVISOR

PROMOTION LOGISTICS STAFF

SALES
REPRESENTATIVE EXECUTIVE
 17

Chapter 4 –
INTERNSHIP SUMMARY

Internship work summary

The task given as an intern in Anarock Property Consultants Pvt. Ltd. Was to source
prospective channel partners from west region of Pune with the company’s promotional
material and promoting brand name of the company namely “Purva Aspire”. Apart from
promoting the project, training was given by the company on the following areas -

1) Project overview – 1 day

2) Lead generation and sourcing -1 day
3) Sales knowledge (how to convince customers for the project) – 1 day
4) Product training – 5 days
5) Soft skills – communication and negotiation
6) Cold calling effective techniques
7) Competitor analysis
8) Micro mapping and marketing

On the first day I was acquiring sales knowledge from my external mentor Mr. Parag
Wadnerkar. Apart from them, I had to shadow other sales managers as well and learnt
different pitching techniques. After 5 days, I was given independent responsibility of meeting
and generating business from Interested Channel Partners who were interested in doing
business in the project “Purva Aspire”.

Apart from my work, I had to call to different previously visited channel Partner of Purva
Aspire, Pune for attending a product launch and convince them to come to site. At the end of
the day, I had to share the sourcing report to my external mentor.
 18

THE SKELETON OF MY INTERNSHIP JOURNEY:

DEALING CHANNEL PARTNERS

UNDERSTANDING
CUSTOMER POST-
PURCHASE
BEHAVIOUR

BUILDING CHANNEL
PARTNER
RELATIONSHIP
&
MAINTAINING OVER
PERIOD

CO-ORDINATING
CONDUCTING SITE VISITS
 19

TRAINING SUMMARY
Training was given on the following areas:
• Learnt the Fundamentals of Real Estate Sector & the terminologies used in it.
• Understanding various Developers in West Pune market & their Projects.
• Understanding of the Project Benefits, Offers, Pricing as per Carpet Area.
• Understanding of Consumer spending in Residential Sector.
• Converting generated leads into prospects arranged developers calls & site visits
• Understanding of Impact of consumer preferences on buying property.
• Understanding of strategies used by Developers to close deals
• Presenting real estate products to potential investors and end users
• Lead generation through various mediums.
• Develop and manage relationships with Channel partners, investors, and end-
customers.
• Supporting team for connecting clients with developers, site visits and closures.
 20

Chapter 5–
PROJECT DESCRIPTION

Topic:- “Study the current trends of real estate with respect to West
Pune”.

RESEARCH METHODOLOGY

6.1 Research Methodology –

Research Objective

3) Primary Objectives -
1. To determine the customer’s perception while buying a property in a township.
2. To understand the motives of consumers in decision making.
3. To check prime expectations of consumers from a township project and the builder.

4) Secondary Objectives –
2. To do the comp analysis for township projects in eastern part of pune.
3. To determine the problems faced by the customers while buying a house.
 21

Methodology

Primary & Secondary Data and the methods that were used in the data collection. Using
google questionnaire for the research has been an easier way to find out ways of getting in-
depth knowledge regarding the same.

It also identifies the target population for the study, the sample frame and size, sampling
technique. It highlights research design whether it’s an Exploratory or Descriptive Research
Design, the sources of data.

Research Design

This research is based on Exploratory Research Design which consists of primary and
secondary data that is aimed at to find that by the different consumer perception and
expectation for a township project, helping the company to know that what influence the
target market to make the purchase.

As per the objective of research design, researcher should get to know various research
techniques applied for data collection, as for qualitative research, the researcher collect data
from focus group discussion, brainstorming, field observation, etc. for quantitated research
type the researcher, should adopt primary techniques of data collection as by making
questionnaire, personal interview approach to collect the data.

Sampling Method

Simple Random Sampling Method

Target Population

The target population defines those units for which the findings of the survey are meant to
generalize. I’ve divided my target population into different group get to get a clear vision on
my survey. The groups are:

1. 20-40 Years
2. 41-60 Years
3. >60 Years

Sample Region

Pune City
 22

Sample Frame

An examining outline is a rundown of the considerable number of things in your populace.

It's a finished rundown of everybody or all that you need to contemplate. The distinction
between a populace and a testing outline is that the populace is general, and the casing is
explicit. For our situation client perspective towards content management has been utilized.

Sample Size

As the virtual world is too large to be covered, I had kept a good sample size of about 50
responses. This round figure gave me a good result adding of being very specific in terms of
people’s acceptance towards the content management perspective.

Sampling Techniques

By the official definition, a sampling technique is the name or other identification of the
specific process by which the entities of the sample have been selected. For this, sampling
can be done by opting two ways: a) probability basis b) non-probability basis

These research design decisions are vital and decide on which it will depend on factors which
includes the theory behind the research is positivist or idealist. Counting if whether
qualitative or quantitative methods are used.

This method was selected to enable the researchers to target specific customers who had
different perspectives on how customer perception and expectation can assist a company to
promote its services.

Data Collection

Simple random samling

i) Primary Data Collection through respondents

ii) Secondary Data Collection from Company Website

For the purpose of collecting data, a well-designed questionnaire was used which I had
created. It contains questions covering all the required criteria.

Questionnaires usually consist of multiple-choice questions, attitude criteria, closed

questions, and open-end questions. The positive point for researchers is that they usually have
a quick response rate.
 23

Data Analysis Tools

I’ve completed my survey through google forms. As google forms provides with exact data
and values. I have used the following types of question set to gather a specific value.

i) Likert scale
ii) Mail Questionnaire
iii) Closed-ended questions
iv) Open-ended questions

For closed-ended questions, I could use quantitative methods and they involve

i) Pie-charts
ii) Bar-charts
iii) Percentages

7. Data Collection Method – Simple random sampling

iii) Primary Data Collection through respondents

iv) Secondary Data Collection from Company Website

Data Analysis-

MS Excel
 24

Chapter 6 –
Data Interpretation & Analysis

Analysis

1. Gender

Gender No. of Respondents Percentage

Male 36 28%
Female 14 72%
Total 50 100%

Gender

14, 28%
Male
Female

36, 72%

Interpretation:

From the above graph we can see that 72% people is male and 28% is female.
 25

2. Age Group

Age Group No. of Respondents Percentage

Below 35 Years 37 74%
36-50 Years 12 24%
Above 50Years 1 2%
Total 50 100%

Age
1, 2%

12, 24%

Below 35 Years
36-50 Years
Above 50Years

37, 74%

Interpretation:

From the above graph we can see 74% people belongs to the age group below 35, 33%
belongs to the age group of 36-50 and 1% belongs to the age group who is above 50.

3. Marital Status

Marital status No. of Respondents Percentage

Married 43 86%
unmarried 7 14%
Total 50 100%
 26

Maritial Status

7, 14%
Married
unmarried

43, 86%

Interpretations:

From the above graph we can see 86% people are married, 14% belongs are unmarried .

4. Annual Income

Monthly Income No. of Respondents Percentage

10-15lakhs 41 86%
16-20lakhs 4 8%
20-25lakhs 1 2%
<25 lakh 2 4%
Total 50 100%

Annual Income
1, 2%
2, 4%
4, 8%

10-15lakhs
16-20lakhs
20-25lakhs
41, 86% <25 lakh
 27

Interpretation:

In the above figure we can see that 86% people have a monthly income ranging in between
10-15 lakh, 8% people have a monthly income ranging between 16-20 lakhs and 4% people
have a monthly income above 25lakhs and 2% people between 20-25 lakh.

5. Current Residential Status

Residential status No. of Respondents Percentage

Owned 32 38
Rented 14 20
Government 4 36
Total 50 100

Residential Status

4, 8%

Owned
14, 28%
Rented

32, 64% Government

Interpretation:

In the above figure we can see that 64% people have owned properties, 28% people stay in
rented properties and 8% people stay in government properties.

Do you own a property? No. of Respondents Percentage

Yes 31 62%
N0 19 38%
Total 50 100%
6. Do you own a property?
 28

Own Property

N0
38% Yes

Yes N0
62%

Interpretation:

It is seen approximately 62% people own property and 38% people are don’t own
property.

7. What kind of real estate property are you considering investing in?

What kind of real estate No. of Respondents Percentage

property are you
considering investing in?
Apartment 12 25%
Bungalow 8 16%
Villa 4 8%
Small house 9 18%
Farmhouse 4 8%
Residentials plots 12 25%
Total 50 100
 29

Type of real Estate Property

Apartment
25% 25%
Bungalow
Villa

8% Small house
16% Farmhouse
Residentials plots
18%
8%

Interpretation:

Approximately 25% people want to invest in apartment and residential plots, 18% people in
small house, 16% people in bungalow, 8% people in farmhouse and villa.

8. How do you want to buy property?

how do you want to No. of Respondents Percentage

buy property?
Self-funded 19 38
Investment 10 20
Loans from bank 18 36
Loan from family and 3 6
friends
Total 50 100
 30

Buy Property

3, 6%
Self-funded
19, 38%
Investment
18, 36%
Loans from bank
Loan from family and friends
10, 20%

Interpretation:

Approximately 38% people want to buy property self-funded , 36% people from loan from
banks, 20% people from investment and 6% from loan from family and friends.

9. Investment Budget

Investment Budget No. of Respondents Percentage

35-55 lakh 25 43.22%
56-85lakh 10 34%
86 lakh- 1 crores 9 14.40%
>1crore 4 7.6%
Total 118 100
 31

Investment Budget

12%
35-55 lakh
18% 56-85lakh
50%
86 lakh- 1 crores
>1crore
20%

Interpretation:

If we see the budget people want to invest 50% people can invest between 35-55 lakh, 20%
people can invest between 56-85, 18% people can invest up to 1crore and 12% people can
invest above 1crore.

10.Purpose of buying the property

Purpose of buying the No. of Respondents Percentage

property
Investment 34 54.2%
End User 16 39%
Total 50 100%

Purpose of Buying

32%
Investment
End User
68%
 32

Interpretation:

It is seen that 65% people want buy property for investment and 32% people wants to buy for
themselves.

11.Have you seen any properties you are interested?

Have you seen any No. of Respondents Percentage

properties you are
interested?
Yes 29 57%
No 21 43%
Total 50 100%

Seen Any Properties

43% Yes
57% No

Interpretation:

It is seen that 57% people has seen properties they are interested and 43% people hasn’t seen
any properties they are interested.
 33

12. Where you need your property situated in?

Where you need your No. of Respondents Percentage

property situated in
City/Metropolitan 30 13.55%
Rural 9 33.89%
Sub urban 7 32.20%
Hill station 4 12.71%
Total 50 100%

Location Preference

8%
14% City/Metropolitan
Rural
Sub urban
18% 60%
Hill station

Interpretation:

If we talk about the location preference, it is seen that the demand for city/ metropolitan is
the most, around 60% people and 18% people in rural. Apart from that 14% is interested in
sub urban properties, 8% is interested in hill station properties.

13. Have you ever consulted any real estate agent for property

Have you ever consulted No. of Respondents Percentage

any real estate agent for
property
Yes 24 57%
No 26 43%
Total 50 100%
 34

Real Estate Agent

Yes
48%
52%
No

Interpretation:

We want to see whether people in Pune buy property through agent or not. We can see that
53% people contacted agent for property, 43% people didn’t contact agent.

14.Which source of information do you consider while buying real estate property

Which source of No. of Respondents Percentage

information do you
consider while buying
real estate property
Internet 15 30% .
Agent 8 16%
Advertisement 6 12%
Family / Friends 21 42%
Total 118 100%

Source Of Information

Internet
30% Agent
42%
Advertisement
Family / Friends
16%
12%
 35

Interpretation:

Approximately around 42% trust information coming from their friends and family about
properties, than 30% people from internet, than 16% people from agent, and 12% people
from advertisement.

15.What would be the possession time period to you?

What would be the No. of respondent Percentage
possession time period to
you?
Ready to move in 11 22%
Within in 6 months 9 18%
Within 1 year 16 32%
More than 1 year 14 28%
Total 50 100%

Possesion Time

28% 22% Ready to move in

Within in 6 months
Within 1 year
18%
More than 1 year
32%

Interpretation
It is seen that 32% people are looking for property with possession time within or less than
1 year. So, people are more interested and plan to buy a property which is available within
1 year.

16. What is configuration that you are looking for while purchase
What is configuration No. of respondent Percentage
that you are looking for
while purchase
450-650 sq. ft. 7 14%
650-850 sq. ft. 9 18%
850-1050 sq. ft. 19 38%
1050-1350 sq. ft. 9 18%
1350+ sq. ft. 6 12%
Total 50 100%
 36

Configuarartion

12% 14% 450-650 sq. ft.

650-850 sq. ft.
18%
18%
850-1050 sq. ft.
1050-1350 sq. ft.
1350+ sq. ft.
38%

Interpretation
It is seen that people are more interested in home of size which is 850-1050 sq.ft. and in
the above analysis 38 % people are interested in 850-1050 sq.ft. home.

17.Are you looking for a property with Amenities?

Are you looking for a No. of respondent Percentage
property with Amenities?
Yes 37 74%
No 13 26%
Total 50 100%

Aminities

26%
Yes
No

74%
 37

Interpretation
It is seen that 74% of people are more interested in property which is providing more
amenities. Property which has no or less amenities are seen to be low or less in demand
and people those having a property which has less amenities are looking for another
property having amenities.

18.Will you ready to pay price premium for the property you liked?
Will you ready to pay No. of respondent Percentage
price premium for the
property you liked?
Yes 23 46
No 7 14
May be 20 40
Total 50 100

Premium Prices

Yes
40%
46% No
May be
14%

Interpretation
It is seen that 46 % of people are ready to pay premium prices that they have selected or
liked them .

19.What will be your preferred mode of payment?

What will be your No. of respondent Percentage
preferred mode of
payment?
Cash 12 24
Cheque 27 54
RTGS 4 8
NEFT 7 14
Total 50 100
 38

Mode Of Payment

14%
24% Cash
8%
Cheque
RTGS
NEFT
54%

Interpretation
It is seen that 52.1% people are preferred to pay the money using cheque which is said to
be safe by the people because it is seen as a proof of giving or paying money.

Please rank the following which you think will be suitable for:

20.Terms and factor

It was a Likert scale-based questions where,

Most people are agreeing towards flexible mode of payments. Most of the people also
think that availing loans from the bank will help them in financial support to purchase a
property. Here most of the people are ready to pay advance for the property. Most of the
people are ready to do pre-registration fee. Most of the people are not ready to pay any
additional charges.
 39

21.Location Factor

It was a Likert scale-based questions where,

Most people are agreeing towards that their property should me near school, temple,
hospital, transportation. So, they don’t have to travel lot for these things.

22.Amenities

It was a Likert scale-based questions where,

Most people are agreeing towards that basic amenities should there in the society like
security, gym, parking also advance amenities like golf coast,etc.
 40

23.I prefer ready to move in plots

I prefer ready to move in No. of respondent
plots
Strongly Agree 23
Agree 10
Neutral 11
Disagree 3
Strongly Disagree 3
Total 50

Preference over move in falts

23

11
10

3 3

Strongly Agree Agree Neutral Disagree Strongly Disagree

It was a Likert scale-based questions where,

Most people are strongly agreeing towards move in flats so they don’t have wait for long
time for possession.

24.I prefer channel partner over Developers

I prefer channel partner No. of respondent

over Developers
Strongly Agree 15
Agree 18
Neutral 9
Disagree 5
Strongly Disagree 3
Total 50
 41

Preference over CP VS Developers

18

15

5
3

Strongly Agree Agree Neutral Disagree Strongly Disagree

It was a Likert scale-based questions where,

Most people are agreeing towards buying property through channel partners than
developers.

25.I prefer buying flats in the city over the outskirt Area
I prefer buying flats in the No. of respondent
city over the outskirt Area
Strongly Agree 14
Agree 15
Neutral 13
Disagree 4
Strongly Disagree 3
Total 50

Perfer Location

16
14
13

4
3

Strongly Agree Agree Neutral Disagree Strongly Disagree

It was a Likert scale-based questions where,

Most people are agreeing towards buying property in city than outskirt area as many
facilities will not be available in outskirt area.
 42

26.I prefer to buy property which are RERA registered

I prefer to buy property No. of respondent
which are RERA
registered
Strongly Agree 26
Agree 9
Neutral 8
Disagree 4
Strongly Disagree 3
Total 50

RERA Importance

26

9
8
4 3

Strongly Agree Agree Neutral Disagree Strongly Disagree

It was a Likert scale-based questions where,

Most people are strongly agreeing towards that they prefer RERA registered property as
its safe and its legally binned.
 43

Chapter 7 –
Findings, Suggestions & Conclusion

Finding & Observation:

• People wants to buy property which are more convenient to
them.
• Location is main factor while buying property.
• From the study, we find following trends amenities, property
should be RERA registered property, prefer Channel partners.
• Most people buy because of investing as its give huge returns
on investment.

Suggestions:

• First and foremost, the database generated throughout the project should be put to
effective use through continuous follow-ups to the potential customers.
• The Company focus should not only be to attract the new customers only but should
also take feedbacks from existing once (leads and prospects) and try to work on their
objections and feedbacks.
• The organization must actively participate and organize the property exhibitions, trade
shows, hoardings etc. to create awareness in the market and to reach out their target
audience.
• They must also open daily polling on their website in order to know the customer’s
needs and preferences so that the company can act accordingly.
• The closing team should be completely aware of the project and should be prepared in
all ways firstly to brief the project in the best way and should be completely ready to
handle queries and objections by the customer .

Learnings:
• Marketing in real estate sector is different from other products, as in most of the cases
live product is not available for the customer to feel and understand it. Convincing
customer to buy a particular property depends on many factors like brand image of
builder, channel partner network of builder and many other factors.
• This study helped intern in finding the gaps in marketing strategy of Anarock
Property & consultants & also to understand the area of improvements in its complete
process.
 44

• I also had a chance to know the actual importance of channel partner in Real Estate,
as it is believed that they contribute towards more than 70% of total sales of the
projects.
• Apart from that I also learned about prospecting, business acumen and different sales
techniques.

CONCLUSION

This paper contains all major information like foundation, organizational structure. financial
stats and business activities of New Vision Landmark Ltd Generally, New Vision has some
problems like other business organization. But the thing is that all of the problems could be
overcome with good hand. At the end of this report I am supposed to say that New vision has
great involvement and contribution in the development activities of Bangladesh through
employment generation, supply of residential units etc.
The company is into selling products of other builders and developers and which results into
low sales than as compared to other developers as they use the same concept for their own
projects.
This project also helps in understanding customer behavior, with the some of the following
factors such as:
1) Location of project
2) Brand perception by Customer
3) Brand perception by channel partner
4) Price of project by developer
5) Vastu integrated in flats
6) Profile of people living in the property
7) Proximity to important places (such as station, airport, beach, relatives, office etc.)
8) Amenities (such gym, swimming pool etc.) that contribute towards buying a property and
closure of a deal.
9) Convincing power of channel partner
10) Importance of show flat
11) Status of project(ongoing/complete/incomplete)
12) Lock in period of property
The intem had a huge scope of leaming the core marketing strategy being implemented by the
company to improve its channel distribution and customer base to improve its sales.
 45

Bibliography
Books
Killer P. Keller K. Lane 2006, Marketing Management, 12th Edition, pp: 138. 534-603, 632
695) India, prentice Hall.
Seraj Dr. Toufiq M. 2012 Private Sector Housing PP21-30
Kotler P 2004 Principles of Marketing 10 Edition, Pearson education (69,274,275 & 565)
Internet
Www.ibef.com
http://www.amghd.com
http://www.realestate.com
http://www.worldrealestate.com
 46

Annexure
1. Name:- ____________________

2. Age
• Below 35 years
• 36-60 years
• Above 50 years
• Other

3. Gender
• Male
• Female
4. Marital status
• Married
• Unmarried

5. Annual income
• between-10-15 lakh
• 16-20
• 20-25
• 25 lakh and above

6. Currently residential status

• owned house
• rented house
• government house

7. Do you own a property

• Yes
• No

8. what kind of real estate property are you considering investing in?
• Apartment
• bungalows
• villa plots
• small house
• farmhouse
• residential plots

9. How do you plan to buy the property?

• self-funded
• investment
• loans from banks
• loan from family and friends

10. Investment budget

• 35 -55 lakh
 47

• 56-85 lakh
• 86l akh- 1 cr
• 1 crore and above

11. Purpose of buying the property?

• Investment
• End user

12. Have you seen any investment property in which you are interested in?
• Yes
• No

13. where you need your property situated in?

• city or metropolitan
• suburban
• rural
• hill station

14. Have you ever consulted any real estate agent for property
• yes
• no

15. Which source of information do you consider while buying real estate property
• internet
• agent
• advertisement or billboard
• family or friends

16. What would be the possession time period to you?

• Ready to move in
• within 6 months
• within 1 year
• more than 1 year

17. What is configuration that you are looking for while purchase
• 450-650 sq. ft.
• 650-850 sq.ft.
• 850-1050 sq.ft.
• 1050-1350 sq.ft.
• 1350+ sq.ft.
•
18. Are you looking for a property with Amenities?
• Yes
• No
 48

19. Will you ready to pay price premium for the property you liked?
• Yes
• No
• Maybe

20. What will be your preferred mode of payment?

• Cash
• Cheque
• RTGS
• NEFT

21. Please rank the following factor which are important for you while investing in a
property:
a. Flexible mode of payment
Strongly Agree Agree Not Sure Disagree Strongly
Disagree

b. Help in availing loans

Strongly Agree Agree Not Sure Disagree Strongly Disagree

c. Availability of Advance Booking

Strongly Agree Agree Not Sure Disagree Strongly Disagree

d. Pre-registration Fee/ Free

Strongly Agree Agree Not Sure Disagree Strongly Disagree

e. No additional charges
Strongly Agree Agree Not Sure Disagree Strongly Disagree

22. Please rank the following location factor which are important for you while investing
in a property:
 49

a. Near to school
Strongly Agree Agree Not Sure Disagree Strongly Disagree

b. Near to temple
Strongly Agree Agree Not Sure Disagree Strongly Disagree

h. Near to hospital
Strongly Agree Agree Not Sure Disagree Strongly Disagree

i. nearby airport/railway station

Strongly Agree Agree Not Sure Disagree Strongly Disagree

j. near to club house

Strongly Agree Agree Not Sure Disagree Strongly Disagree

23. Please rank the following location factor which are important for you while investing
in a property:

a. Security and safety

Strongly Agree Agree Not Sure Disagree Strongly Disagree

b. Gym
Strongly Agree Agree Not Sure Disagree Strongly Disagree

c. Parking Facilities
Strongly Agree Agree Not Sure Disagree Strongly Disagree
 50

d. Golf Coast
Strongly Agree Agree Not Sure Disagree Strongly Disagree

e. Adventure sports
Strongly Agree Agree Not Sure Disagree Strongly Disagree

24. I prefer ready to move in plots

Strongly Agree Agree Not Sure Disagree Strongly Disagree

25. I prefer channel partner over Developers

Strongly Agree Agree Not Sure Disagree Strongly Disagree

26. I prefer to buy property which are RERA registered

Strongly Agree Agree Not Sure Disagree Strongly Disagree

27. I prefer to buy property which are RERA registered

Strongly Agree Agree Not Sure Disagree Strongly Disagree