Project Report on

Consumer house-buying behavior (Ahmedabad region)

Submitted To: Prof Kunal Monkodi
Submitted By: Arpan Patel (A–37)
Jaydeep Vaghela (A–57)
Manish Joshi (B–18)
Amee Panchal (B–31)
Dimpy Shah (B–49)

MBA Program
Amrut Mody School of Management
 BOPAL RESEARCH OBJECTIVE
METHODOLOGY
MOTERA VIJAY CROSS ROADS
VASTRAPUR


Data collection
To SCIENCE
know CITY method
consumer behavior with respectANKUR
to real estate in Ahmedabad region.
ELLISBRIDGE
 Primary: Personal interview
SATTADHAR NARANPURA
 Secondary: Census
BODAKDEV
Understanding 2001 perception, needs, desire, and wants with respect to real
the consumer
estate in Ahmedabad region. THALTEJ
Target Respondent PALDI

TOTAL NUMBER OF AREAS

PRAHLADNAGAR AMBAVADI
 Currently owning house or live in rented house.
Analyzing the satisfaction level, factors influencing decisions, life style and mind sets
 Influencing / deciding on purchase ( Family member )
GURUKUL
of the respondent
 Person in respect
who live in the target
to real estate in Ahmedabad region.
area.
VEJALPUR

COVERED ARE 25
Sample
BARAGEROAD
size: 125 (total number of respondents we contacted for our research)
ANANDNAGAR
SATELLITE

VASNA
Software’s and/or techniques used to analyze the data collected
USMANPURA
 Microsoft Office Excel 2007
GHATLODIA RANNAPARK
NAVRANGPURA JODHPUR
 AHMEDABAD TOTAL
THE GREAT PICTURE
DIVIDE
The west and north parts
– the ‘action scene’ for
retail and entertainment
 MALE
Well-developed localities
 Cosmopolitan crowd
 Multiplexes and
organized retail
53%
 Offices and companies

TOTAL
POPULATION
46,63,000Across the river and
towards the south and
east of the city
 Historical Landmarks
FEMALE  Riot prone
 Narrow congested lanes
47%  Wholesale and ‘mass
appeal’ trading
 But peripheries are
developing
 AHMEDABAD WEST ZONE AHMEDABAD EAST ZONE
Total Household:
Total Household:
152527
Wards under 255251
WEST zone:
Chandlodiya, Total Male count:
Total Male count:
Ghatlodiya, 421015 Wards under
Jodhpur, 641966 EAST Zone:
Junavadaj, Amraivadi, Odhav,
Naranpura, Total Female Total Female count: Bapunagar,
Navavadaj, count: 579439 363219 Bhaipur,
Navrangpura, Hatkeshwar,
Paldi, Ranip, Gomtipur, Khokra
Vasna, Sabarmati, Total literate Total literate Mehmdabad,
Sardar patel percentage: percentage: 70.96% Nikol road,
stadium, Sarkhej, 77.33% Naroda, Rakhiyal,
Vejalpur, Rajpur,
Gandhigram, Total Male Total Male working: Vastral- Ramol
Chandkheda, working: 244975 218745
Modhera,
Bodakdev, Kali
Gam, Thaltej Total Female Total Female
working: 44160 working: 30995
 AHMEDABAD ZONAL PICTURE

North Zone
Household 20%
HIG can choose from Western
Population 21%
The relatively
Ahmedabad specifically areas
like Prahladnagar,
‘affluent’ and Ambawadi,
Navrangpura, Thaltej, SG Road,
more MIG has
Rajpath road, SP patel ring road,
cosmopolitan multiple LIG can
Science city area, Khoraj Centralchoice
Zone East Zone
West Zone
crowd
khodiyar area 45% inHousehold
East, West15%
& choose from
Household 25% Household 21%
AUDA areas
Population 16% eastern
Population 24%
Population 24% The morePopulation 20%
Ahmedabad
‘conservative’ and
‘middle-class’
South Zone crowd 55%
Household 19%
Population 19%
 DEVELOPMENT STAGES

2010
2006-2010 0nwards
• Naroda • New ring
2005-2006 • Nikol road
• Kathwada • Behind S. G.
onwards
• Odhav road most
• Prahladnagar connected
• New ringroad
1995-2001 • Satellite road town ship in
• Chandkheda
• Judges • Actual 100 future
• Science cityroad
Bungalow feet road
• Motera
• Bopal • Real estate
1995 • Vastral
• Shivranjani • Darshan
• No Judges • Behind rajpath club
• Anandnagar • Beautiful
Bungalow • S. G. road
• Dhananjay structures
• Bopal • Balaji
towers
• Sanjay • Galaxy
towers • Dharmadev group
(north eastern part)
FACTORS TYPES
SATISFACTION
CLASS
REASONS
THAT OF
CONSIDERED
AREAS HOME
AVAILABILITY
PEOPLE
LEVEL
LIVING
FOR
THINKING
OWN
THOUGHT
PREFERREDTHAT
SATISFACTION
WITH
THINK
AT
WHILE
ORCURRENT
OF
FACILITIE
RENTED
TO
RESPECT WE
AMENITIES
OF
DECIDING
BUY
BYTHERE SURVEYED
SHIFTING
RESPONDENTS
OR
A
HOUSES
LOCATION
TO
HOUSE
DISSATISFACTION
CURRENT
CURRENT
ON
NEARBY
A HOUSE
RESIDENT
RESIDENCE
TO BUY

Survey and analysis

 CONCLUSION

Though 68 % respondent were satisfied with the area in which they

lived, 70 % of the responded believed, in near by area all the amnesties
were available, 88 % of the respondent were living in the self owned
house, and yet 85 % wanted to buy new house. Which highlights the fact
that cognitive and rational factors do not offer sufficient explanation of
consumer behavior in the case of a high-involvement product such as a
house. Personal situation and environmental factors, the role of feelings,
experience, subconscious factors, needs and goals should to be taken into
account to better understand this kind of decision making as in general
after every 15 year or so people preferred to buy new house.
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