India is an over populated country and day by day population is increasing rapidly which created the housing problem. Land prices skyrocketed. Due to high price, insufficiency of land, high cost of land registration, and high price of building materials, people are now not interested to buy a land for building their own house. That’s why they turn to real estate companies who are providing flats or apartments. In response, real estate business has enjoyed a boom over the years. In all over the India, there are now companies growing up like Ansal , wave etc. these companies also spreading throughout other divisional and district towns. There are some secondary literature based articles like real estate financing by Sarkereal. (2011). But there is little research, specifically primary data based one, - what customers are looking for, why they are choosing particular apartment, particular company and for what factors.

1. BIRLA INSTITUTE OF TECHNOLOGY
NOIDA
Assignment
“ perception and expectation of customer in real estate”
Submitted By:-
IMBE/4501/12 – Sheeba Sardana;
IMBE/4507/12 – Deboshree dey;
IMBE/4513/12 – Shubham Agarwal;

2. Acknowledgment
It is really a matter of pleasure for us to get an opportunity to
thank all the persons who contributed directly or indirectly for the
successful completion of the project, “perception and expectation of
customer in real estate”.
First of all we are extremely thankful to my college Birla institute of
technology, Noida for providing us with this opportunity and for all
its cooperation and contribution. We are highly thankful to Mrs.
Vandana Sharma ma’am for giving us the encouragement and freedom
to conduct our project.
We are also grateful to all my faculty members for their valuable
guidance and suggestions for my entire study.
And we are also thankful to real estate broker for giving us full
support to conduct our project.

3. Content
 Abstract
 Keywords
 Introduction
 Overview of real estate in india
 Review literature
 Objective of the study
 Statement of the research problem
 Research goals
 The study area
 Research methodology
 Scope and limitations
 Finding and analysis
 conclusion

4. Abstract
india is an over populated country and day by day population is increasing rapidly
which created the housing problem. Land prices skyrocketed. Due to high price,
insufficiency of land, high cost of land registration, and high price of building
materials, people are now not interested to buy a land for building their own
house. This report shows the customer perception and expectation in different
dimensions - budget, types of apartment, size of apartment, favorable location
in Ghaziabad city, favorable facility in an apartment, factors related to purchase
decision, factors in selecting developer company, how customers determine about
quality, company brand selection, desired services from a particular company,
preference between apartment and land, the risk factors perceived by the
customers. Geographically, this study focuses on the Ghaziabad, and can be
considered as a little contribution to the understanding of the real estate
industry, particularly in Ghaziabad and particularly from the customer
perspective. But the findings may be relevant for other cities also. Real estate
companies and developers can take these factors into consideration while making
their business strategy and marketing strategy. On the other hand, Policy
makers can take the customer perception and expectation cited in this study,
into consideration while making related regulatory policies and framework.
Keywords
Real Estate, Ghaziabad (up), Customer perception and expectation.

5. Introduction
India is an over populated country and day by day population is increasing rapidly
which created the housing problem. Land prices skyrocketed. Due to high price,
insufficiency of land, high cost of land registration, and high price of building
materials, people are now not interested to buy a land for building their own
house. That’s why they turn to real estate companies who are providing flats or
apartments. In response, real estate business has enjoyed a boom over the years.
In all over the India, there are now companies growing up like Ansal , wave etc.
these companies also spreading throughout other divisional and district towns.
There are some secondary literature based articles like real estate financing by
Sarkereal. (2011). But there is little research, specifically primary data based
one, - what customers are looking for, why they are choosing particular
apartment, particular company and for what factors.

6. Overview of Real estate industries in India
Real estate in India continues to be a favored destination globally for investors,
developers and non-resident Indians (NRIs), driven largely by investor-friendly
government policies and increasing Globalization. The second largest employment
generation sector after agriculture, real estate contributes about 6.3 per cent to India's
gross domestic product (GDP). The foreign direct investment (FDI) in the sector is
expected to touch US$ 25 billion in the next 10 years from its current US$ 4 billion.
The sector's progress is driven by factors such as rapid Urbanization, a growing trend
towards nuclear families, positive demographics, rural–urban migration, ever-developing
infrastructure, higher income levels and housing demand. The real estate sector, with its
growing investment opportunities, is expected to post annual revenues of US$ 180
billion by 2020.
 Market Dynamics
The real estate sector in India is witnessing rapid growth in the residential, commercial
and industrial segments. Real estate development, once restricted to bigger cities, have
shown marked progress in smaller cities and towns owing to availability of banks loans,
higher earnings and improved standard of living.
The real estate sector of India is projected to post annual revenues of US$ 180 billion
by 2020 against US$ 66.8 billion in 2010-11, a compound annual growth rate (CAGR)
of 11.6 per cent. The demand is expected to grow at a CAGR of 19 per cent in the
period 2010-2014, with Tier I metropolitan cities expected to account for about 40
per cent of this growth. As of now, Mumbai, Delhi-National Capital Region (NCR) and
Bengaluru cater for 46 per cent of total office space demand in India. This demand is
expected to be rise sharply in Tier II cities such as Kolkata and Chennai in the period
2010-14.
Today, Delhi-NCR accounts for about 30 per cent of the total mall supply in India.
About 53 per cent of demand for total mall space is projected to come from the
country's top seven cities, namely Delhi-NCR, Bengaluru, Mumbai, Kolkata, Pune,
Hyderabad, and Chennai, in the period 2010-2014.

7.  Investment Opportunities
The Indian retail realty sector is projected to grow at around 15 per cent year-on-year
over the next 3-5 years as against a 12-13 per cent nominal growth of India's GDP
estimated by the International Monetary Fund (IMF). If the sector does indeed manage
the aforementioned growth, it will touch Rs 34 trillion (US$ 544.73 billion) by 2016.
India's office space stock is estimated to rise by 40 per cent to 642.2 million sq ft by
2017, according to a report by real estate consultancy Knight Frank India. The current
Indian market offers some of the most competitive rates in the Asia-Pacific region,
according to a report by property services firm DTZ. The report also states that Indian
cities will have some of the fastest rental growths in the region over the period 2013-
17, but will remain among the most competitive.
The share of luxury retail space in India will be 1.4 per cent by 2015, according to a
report by real estate services firm Cushman & Wakefield. NCR and Mumbai, areas that
have embraced the mall culture, are the two most favoured destinations for luxury
retailers.
The construction development sector, including townships, housing and built-up
infrastructure garnered total FDI worth US$ 22,671.95 million in the period April
2000-August 2013. Construction (infrastructure) activities during the period received
FDI worth US$ 2,280.95 million, according to the Department of Industrial Policy and
Promotion (DIPP).
The following are some of the major investments in the Indian real estate sector:
1. Godrej Properties Ltd plans to invest Rs 9,000 crore (US$ 1.44 billion) in 15
new real estate projects in India over the next 10 years.
2. Unitech Ltd has signed a Rs 800 crore (US$ 128.17 million) deal to lease an 800,000 sq
ft space at one of its IT Special Economic Zones (SEZ) in Gurgaon, to multinational
human resource firm, Aon Hewitt.
3. NRI billionaire Mr Ravi Pillai plans to purchase stake worth about US$ 100 in a special
purpose vehicle floated by Pune-based realtor, Panchshil Realty. The investment will go
into the construction of Trump Towers and World Trade Centre in Pune, Maharashtra.
4. Infrastructure Leasing & Financial Services (IL&FS) Ltd has claimed a project worth Rs
244.46 crore (US$ 39.17 million) from realty firm Emaar MGF for construction work at
the latter's residential project at Gurgaon, Haryana.
5. French luxury hotel chain Sofitel, which is managed by Accor Group, is targeting 10
properties in India, mainly in major luxury destinations, in the next few years.
6. One of the world's top manufacturers of elevators, US-based Otis, is setting its sights on
the Indian real estate market. The pace of construction in India makes the country an
attractive proposition for such an investment. The company will be working with the Delhi
and Hyderabad Metro projects. The former has placed an order for 222 escalators for its
Phase III project, according to Otis.

8.  Government Initiatives
According to the existing FDI policy, 100 per cent FDI in the construction development sector is
permitted through the automatic route. DIPP is looking at relaxing FDI norms further to
encourage investment. It has also proposed a reduction in the minimum capitalisation for wholly-
owned subsidiaries from US$ 10 million to US$ 5 million, and from US$ 5 million to US$ 2.5
million for joint ventures with Indian partners.
One of the major initiatives of the Ministry of Housing and Urban Poverty Alleviation (MHUPA)
is to provide affordable housing for poor people living in urban areas. The Jawaharlal Nehru
National Urban Renewal Mission (JNNURM) is one its flagship schemes, a reform driven
investment programme which started with the objective of creating economically productive,
efficient, responsive and inclusive cities.
The Real Estate (Regulation and Development) Bill, 2013, as approved by the Union Cabinet is a
pioneering initiative aimed at delivering a uniform regulatory environment to protect the
consumer, help in quick verdicts of disputes and ensure systematic growth of the sector.
 Road Ahead
India needs to invest US$ 1.2 trillion over next 20 years to modernise urban infrastructure and
keep pace with the burgeoning urbanisation, as per a report (India's urban awakening) released by
McKinsey Global Institute (MGI). Demand for space from sectors such as education and
healthcare has opened up opportunities in the real estate sector. Also, growth in the number of
tourists has led to demand for service apartments. This demand in the tourism sector is
expected to generate 50,000 new hotel rooms over the next four to five years, across India's
major cities. Exchange Rate Used: INR 1 = US$ 0.0160 as on November 18, 201

9. REVIEW OF LITERATURE
In the words of Parasuramanetal. (1985), services have become more and more
important factor for organizations. Most service providers’ depends on
performing the services correctly but also others find services as an important
means of differentiation and creating better customer satisfaction. The problem
facing many real estate agents is how to meet their client’s taste, retain them
and be able to gain competitive advantage over others. There is need
to know what the consumers actually value so as to meet their needs and
probably retain them.
In a study by McDaniel and Louargand (1994), the study revealed that all
services must respond to consumer expectation because consumers’ perception of
quality is an important part of the consumption decision. Therefore, the
customer must never feel ignored, unimportant or abandoned in service delivery.
Stewart (2008) noted that the most valuable, and often the most neglected
approach towards getting “the edge” over competitors is developing a better
understanding of the perspective of the concerned consumer and devising
strategies to increase their service quality. This will give the consumer
satisfaction and also encourage repeat business.
Parasuramanetal. (1985) in their pioneering work on service quality identified
some criteria for assessing service quality from the consumers’ perspective. These
criteria are: reliability, responsiveness, competence, access, courtesy,
communication, credibility, security, understanding/knowing the customer, and
tangibles. After further research, the authors came out with five basic
dimensions that the consumer of any service wants to have the provider meet
his or her expectations. These are in the areas of: tangibles, reliability,
responsiveness, assurance, and empathy. According to Parasuramanetal. (1990)
are the determinants of the perception of service quality on the part of the
consumer.

10. Omar and Schiffman (1995) Parasuramanetal. (1988) and Radwin (2000) all
reported that consumer requirements need to be known in order to have a
satisfied consumer, that is, the provider’s understanding of what the consumer
want and the provider’s ability and willingness to deliver it brings consumer
satisfaction.
Crew (1999) researched into consumer perception of the service offered by real
estate agents in Real Estate Institute of New Zealand. His findings confirmed
that buyers continue to choose a real estate firm because the firm had the
services, people or product (home) that they wanted. His findings also reflected
mixed results in terms of consumer satisfaction levels.
Sridhar (2001) observed that service quality is ultimately defined by customer
irrespective of organization internal quality specification. However, there is
problem of different levels of expectation, incorrect interpretations of
expectations, delivery of inappropriate service and failure to match expectations
with performed service. To ensure better service quality, the author advised
that providers should promise what can be delivered, attend to complaints from
dissatisfied customers and make services easily understood.
Thomas and Whitney-
Thomas (1996) identified communication breakdowns as the greatest barrier to a
positive working relationship. The authors agreed that the more involved and assertive
the consumer, the better the services.
From the foregoing, it could be deduced that there are some factors that bring
consumers satisfaction. The providers’ understanding of these factors and their ability
to provide same will lead to improved service delivery, enhance consumers’ satisfaction
and encourage repeat businesses.

11. Objectives of the study
The broad objective of this study is to develop an understanding of
the overall picture of apartment/flat market of Ghaziabad City with
particular emphasis to customer’s preference and expectation side.
The specific objective is to identify and gain insights about the
preference of the apartment buyers or customers while choosing the
apartments or the real estate companies.
Statement of the research problem
the problem of the study was to determine the customer
perception and expectation in different dimensions - budget,
types of apartment, size of apartment, favorable location in
Ghaziabad city, favorable facility in an apartment, factors
related to purchase decision, factors in selecting developer
company, how customers determine about quality, company
brand selection, desired services from a particular company,
preference between apartment and land, the risk factors
perceived by the customers.

12. Research goals
There were twelve main research questions used by us to conduct our study.
Q1. what is your price range for purchasing an apartment ?
Q 2. what type of apartment are you interested in ?
Q 3. how may square feet are you seeking ?
Q4. what type of location are you interested in ?
Q 5. how many facilities are you expecting in your apartment ?
Q6. what kind of factors effects you during apartment purchase
decision ?
Q 7. what are the dilemma you face when you are selecting a
developer companies ?
Q8. Do u considered about quality ? if is it then by what source ?
Q 9. which brand name apartment would you like to purchase ?
Companies have mentioned below?
Q10. what kind of facilities do you want from developer companies ?
Q11. if you have given two chooses between land and apartment what
would you like to prefer and for what purpose ?

13. Q12. what are the factors do you fear about purchasing an
apartment from real estate companies ?
THE STUDY AREA
The study area for this research is Uttar Pradesh-India. The city of Ghaziabad
has been chosen to be a representative sample of the whole country. This city
have seen the sudden spurt of commercial activities in terms of industrialization,
education, IT hubs in last 10 years (post 2000) and of course this has
contributed a lot in the sudden increase in the real estate/ property market.
These two destinations are in comparison with the top metro cities of Mumbai,
Delhi, Calcutta, Chennai etc. as the volume of economic activity in Ghaziabad
exceeds that of all capitals or towns in the country.
RESEARCH METHODOLOGY
The topic was selected because this is a very interesting one in
current context of India. Real estate market is booming, demand is
soaring, and shaping of industry is very fast. Real estate has become
a focus of citizen interest. The study was conducted in Ghaziabad in March-
April 2014. The focus group for this research work was mainly real estate
services to satisfy customers .we have taken 10 real estate surveying firms were
randomly selected representing total number of estate agency firms in the
study area.
A total number of 30 real estate
customer were selected by us. The study adopted self-administered
questionnaires as its data collection instrument. Each customer was asked to
complete a questionnaire. The questions focused on individuals’ perspective of
real estate agents’. More specifically, consumers were asked to express their
views based on expectation and perceptions as a consumer in real estate.

14. Exploratory research
The method one used for exploratory research was:
1. Primary data
2. Secondary data
 Primary data
New data gathered to help the problem at hand as compared to secondary data which
is previously gathered data . an example is information gathered by a questionnaire.
Qualitative or quantitative data that are newly collected in the course of research ,
consists of original information that comes from people and includes information
gathered from surveys, focus groups, independent observation and test results
experimentation.
Primary data is basically collected by getting questionnaire filled by the respondents.
 Secondary data
Information that already exist somewhere, having been collected for another purpose.
Source include census reports, trade publications and subscription services. Data that
have already been collected and published for another research project (other than the
one at hand). There are two types of secondary data : internal and external secondary
data.

15. Descriptive research
Steps in the descriptive research:
 Statement of the problem
 Identification of information needed to solve the problem
 Selection or development of instruments for gathering the
information
 Identification of target population and determination of
sampling plan.
 Design of procedure for information collection
 Collection of information
 Analysis of information
 Generalization and predictions

16. Determination the sample plan and sample size
 Target population
It is description of the characteristics of that group of people from whom a course is
intended . it attempts to describe them as they are rather than as the describes would
like them to be. I have selected the sample trough simple random sampling.
 Sample size
This involve figuring out how many samples one need.
The number of samples you need are affected by the following factors:
 Project goals
 How you plan to analyze your data
 How variable your data are or are likely to be
 How many times a year you will sample each point
 How much money you have
 Sample size
we have targeted 30 people for the purpose of the research. The sample size is
influenced by the target population. The target population represents the Ghaziabad
region. The people were different professional background.
 Sample technique
Simple random sampling technique has been used to select the sample .a simple random
sample is group of subjects (a sample) chosen from a larger group (a population).

17. Errors in the study
 Interviewer error
Interviewer bias in the questionnaire method. Open ended questions can be biased by
the interviewer’s views or probing , as interviewers are guiding the respondent while the
questionnaire is being filled out. The attitudes the interviewer reveals to the
respondent during the interview can greatly affect their level of interest and willingness
to answer openly . as interviewers probing and clarifications maximize respondent
understanding and yield complete answer , these advantages are offset by the problems
of prestige seeking , social desirability and courtesy biases.
 Questionnaire error
The questionnaire designing has to careful so that only required data is concisely reveled
and there is no redundant data generated . the questions have to be worded carefully
so that questions are not loaded and does not lead to a bias in the respondents mind.
 Respondent error
The respondent error selected to be interviewed were not always available and willing to
corporate also in most cases the respondents were found to not have the knowledge ,
opinion , attitude or facts required additionally uninformed response errors and response
styles also led to survey error.

18. Scope and Limitations
This is a cross sectional study which might not capture the trend or
changes in customer attitude and preferences about the apartments
or real estate companies. This field based study was done only in
Ghaziabad. There are so many real estate developer companies in
Ghaziabad and all over the country, with huge and growing customer
base, different target customers, and with different business
strategies. So it might not be possible generalized about the overall
country scenario. The main field investigation was done two years
ago. So the year-of-investigation and year-of-publication time gap is
there as this market is changing over time.

19. SURVEY
Perception and expectation of customer in real estate
Q1. What is your price range for purchasing an apartment ?
 20 – 30 lakhs
 30 – 40 lakhs
 40 – 50 lakhs
 50 above
Q2. What type of apartment are you interested in ?
 Studio apartment
 Economy apartment
 Duplex apartment
 Semi luxuries apartment
 Luxuries apartment
Q3. How much square feet are you seeking ?
 900 – 950 Sft.
 1050 – 1250 Sft.
 1250 – 1350 Sft
 1350 – 1550 Sft
 1550 – 3000 Sft
Q4. What type of location are you interested in ?
 Indrapuram
 Vaishali
 Vasundhara
 Rajnagar extension
 Gandhi nagar
 Nehru nagar
 Avantika extension
 Earthala
 Govindpuram

20.  Others
Q5. How many facilities are you expecting in your apartment ?
 Good communication
 Security
 Fittings
 Interior design
 Car parking
 Community hall room
 Generator
 Sufficient ventilation
 other
Q6. What kind of factors effect you during in apartment purchase decision? Please rate the
factors of each of the following information?
Liker scale
Strongly Agree (5) Agree (4) Neither Agree nor
Disagree(3)
Disagree (2) Strongly Disagree (1)
Factors Strongly
Agree
Agree Neither
Agree nor
Disagree
Disagree Strongly
Disagree
Location
Quality
Price
Interior design
Size
Q7. What are the dilemmas you face when you are selecting a developer companies ? please
rate the factors of each of the following information?
Liker scale
Strongly Agree (5) Agree (4) Neither Agree nor Disagree (2) Strongly Disagree (1)

21. Disagree(3)
Factors Strongly
Agree
Agree Neither
Agree nor
Disagree
Disagree Strongly
Disagree
Quality
Goodwill
Price
Size
Relative
reference
Q8. Do u considered about quality ? If is it then by what source ?please rate the sources of
each of the following information ?
Liker scale
Strongly Agree (5) Agree (4) Neither Agree nor
Disagree(3)
Disagree (2) Strongly Disagree (1)
 Yes
 No
Sources Strongly
Agree
Agree Neither
Agree nor
Disagree
Disagree Strongly
Disagree
Self perception
Expert opinion
ISO certified
Advertisement and
promotion
Relative reference

22. Q9. Which brand name apartment would you like to purchase ? Companies have mentioned
below?
 Civitech housing india Pvt. Ltd.
 SVP group
 VVIP addresses
 Landcraft developers Pvt. Ltd.
 Panchsheel buildtech Pvt. Ltd.
 Supertech Livingston crossing republic
 Ansal elegance
 Wave city
 Nirala developers Pvt. Ltd.
 other
Q10. What kind of facilities do you want from developer companies ? please rate the facilities
of each of the following information ?
Liker scale
Strongly Agree (5) Agree (4) Neither Agree nor
Disagree(3)
Disagree (2) Strongly Disagree (1)
Facilities Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree Strongly
Disagree
Timely handover
Quality maintaining
Installment pay
Bank loan
After sales service
Q11. If you have given two chooses between land and apartment what would you like to
prefer and for what purpose ?
 Purchase an apartment

23.  Purchase a land and construct own building
Q12. What are the factors do you fear about purchasing an apartment from real estate
companies ? please rate the factors of each of the following information?
Liker scale
Strongly Agree (5) Agree (4) Neither Agree nor
Disagree(3)
Disagree (2) Strongly Disagree (1)
Factors Strongly
Agree
Agree Neither
Agree nor
Disagree
Disagree Strongly
Disagree
Timely handover of
apartment
Low quality of
fittings and raw
material
Proper apartment
allotment according
to the diagram
Breach of
commitment by the
developer company
Utilities approval
(water , gas ,
electricity , city
corporation)

24. Findings and analysis
1. What is your price range for purchasing an apartment ?
Budget: A budgeted amount is the expected amount a customer keeps aside. In
this section, we are interested to know the budgeted amount kept by the
customers for the purpose of buying an apartment constructed by a typical real
estate developer company. In the survey it was found that maximum number of
consumers’ (50%) budget for an apartment is 40 – 50 lac . Also, a
substantial number of consumers (30%) has a budget of more than 50 lac,
whereas (20%) of consumers’ budget is around 30 – 40 lac for purchase an
apartment. This is directly related with their income level.
Table 1 budget for apartment purchase
Budget in lac frequency percentage %
20 – 30 lac 0 0%
30 – 40 lac 6 20%
40 – 50 lac 15 50%
50 above 9 30%
Total 30 100%
Example of histogram

25. 2. What type of apartment are you interested in ?
Types of apartment: Types of apartment are also an important factor in
consumers’ preference in terms of an apartment. Because there are several types
of apartments and consumers can purchase any type of apartment based on
their need, income and budget. So it is important to find out that which type
of apartment is more popular among the consumers. It was found that about
(37%) consumers prefer economy apartment, (30% )customer prefer Semi
Luxuries apartment. On the other hand duplex apartment (20%) and luxury
apartment (13%) are more preferable to wealthy
customers.
Table 2 preference of apartment type
Apartment type frequency %
Studio apartment 0 0%
Economy apartment 11 37%
Duplex apartment 6 20%
Semi luxuries apartment 9 30%
Luxuries apartment 4 13%
Total 30 100%
3.How much square feet are you seeking ?
Size of apartment: Size is another very important factor of
consumers’ preference when it comes to apartment. It is important
to consider because consumers budget is related with the apartment
size. The larger the apartment size the price of apartment is also
high. In terms of Size, majority of the consumers prefer (37%)
prefer 1250 – 1350 Square feet. Next majority of customers prefer
1350 – 1550 Sft (30%). Also, there is a strong demand for even
smaller flat (20%) and less demand for larger flat (13%).

26. 4. What type of location are you interested in ?
Preferable Location in ghaziabad city: Location of the apartment is
one of the most important factors of consumers’ preference in
terms of an apartment. People try to move to those locations
where communication facility is good and security is high. Naturally
price is also related with the good location. So it is important to
find out that which locations are more preferable to the consumer
for their apartment. From the table it can be stated that
indrapuram is a top preference (16%). This is because this area is
one of the most prestigious areas in ghaziabad city. This is followed
by vaishali and vasundhara R/A (14%), rajnagar extension and Gandhi
nagar R/A (10%), Nehru nagar and avantika extension (6.7%).
govindpuram (3.3%). No one interested in earthala (0%) Then
(20%) of the consumers prefer other location from the above-
mentioned area such as Mohan nagar , ambedkar road etc.
Table 3: Preferable Size of Apartment among Consumers
Apartment Size (Square feet) Frequency Percentage
900 – 950 Sft. 0 0%
1050 – 1250 Sft. 6 20%
1250 – 1350 Sft. 11 37%
1350 – 1550 Sft. 9 30%
1550 – 3000 Sft. 4 13%
Total 30 30%

27. 5. How many facilities are you expecting in your apartment ?
Preferable Facilities in an Apartment: Facilities of apartment are also
an important factor of consumers’ preference in terms of an
apartment. Facilities are actually design and development
related features which makes one apartment project different from
others and one company from other. That’s why it is important to
know that which types of facilities are most preferable to the
apartment purchaser. From the table it can be stated that good
communications (23%) is the most desired facility followed by
fittings (17%) and Security (20%). Then come interior design (10%)
and car parking (10%). Generator and ventilation also are important
(6.7% and 3.3% respectively).
Table 4: Percentage of respondents selecting each Location
Location Name Frequency Percentage
Indrapuram 5 16%
vaishali 4 14%
vasundhara 4 14%
Raj nagar extension 3 10%
Gandhi nagar 3 10%
Nehru nagar 2 6.7%
Avantika extension 2 6.7%
govindpuram 1 3.3%
earthala 0 0%
other 6 20%
Total 30 100%

28. Table 5: Percentage of respondents selecting each Facility
Name of the Facilities Frequency Percentage
Good communication 7 23%
security 6 20%
Fittings 5 17%
Interior design 3 10%
Car parking 3 10%
Community hall 2 6.7%
Generator 2 6.7%
ventilation 1 3.3%
others 1 3.3%
Total 30 100%
6.What kind of factor’s effects you during in apartment
purchase decision ?
Factors related to Purchase Decision: Several key factors came up at
the forefront in the test or pilot survey. In the final questionnaire
some factors were given to the customers and were told to rate the
factors in a Likert type preference scale, where score of 5 means
most important. From the table we can see that Location and
Quality of the work are most important (3.6 and 3.4), followed by
price (3.1). Here, one interesting thing came out that price is not
the number 1 factor though most of the customers prefer economy
budget apartment.
Table 6: Preference of different Factors in purchasing apartment
Factors Mean score
Location 3.6
Quality 3.4
Price 3.1
Interior Design 2.9
Size 2.7

29. Working note
Calculation of mean from likert scale method
For this example, we'll use a 5-point rating scale question. The weights assigned to each
answer choices are shown in parentheses:
Responsibilities are shared fairly among your team members.
Strongly Disagree (1)
Disagree (2)
Neither Agree nor Disagree (3)
Agree (4)
Strongly Agree (5)
After collecting responses to the survey, the results will look something like this.
Strongly
Disagree
Disagree
Neither
Agree nor
Disagree
Agree
Strongly
Agree
Total
Average
Rating
Responsibilities are
shared fairly among your
team members.
20.45%
9
27.27%
12
20.45%
9
11.36%
5
20.45%
9
44 2.84
The average rating of 2.84 indicates that the average sentiment among respondents is
that responsibilities are not shared fairly among their team members. The average
rating was calculated as follows:
(9*1) + (12*2) + (9*3) + (5*4) + (9*5)
44
125/44 = 2.84

30.  Location :-
(10*5)+(7*4)+(6*3)+(4*2)+(3*1) = 107 = 3.6 mean score
30 30
 Quality :-
(9*5)+(6*4)+(5*3)+(5*2)+(5*1) = 99 = 3.4 mean score
30 30
 Price :-
(8*5)+(6*4)+(5*3)+(5*2)+(6*1) = 95 = 3.1 mean score
30 30
 Interior design :-
(6*5)+(7*4)+(4*3)+(5*2)+(8*1) = 88 = 2.9 mean score
30 30
 Size :-
(4*5)+(6*4)+(5*3)+(8*2)+(7*1) = 82 = 2.7 mean score
30 30

31. 7. What are the dilemmas you face when you are selecting a
developer companies ?
Factors in Selecting Developer Company: Selection of a good developer company
is an important factor to a consumer for purchase an apartment. There are so
many developer companies that a consumer may easily get confused about which
company to select. Same as above, several key factors came up in the initial
survey. Then these factors were given to the customers for preference rating.
From the table we see that Quality of the project and company’s existing
goodwill are the most important factor followed by price and reference of the
relatives.
Table 7: Factors preferred in selecting developer company
(5 = most important, 1 = least important)
Factor Mean score
Quality 3.8
Goodwill 3.7
Price 3.5
Size 3.1
Relatives reference 2.7
8. Do u considered about quality ? If is it then by what source ?
How customers determine about quality: In the previous table, it is seen that most of the
consumers’ are more concerned about quality rather than price. Now it is important to know how
consumers determine or decide on quality or for what factors consumers think some apartment is
of better quality than others. From the table it is seen that maximum consumer decide on their
own perception of quality. Expert opinion also is almost equally important though. Advertisement
and promotion is less important a factor than other factors to form the decision on quality.

32. Table 8: Factors related to Quality Determination
(5 = most important, 1 = least important)
Factors Mean score
Self perceptions 3.5
Expert opinion 3.2
ISO certified 3.1
Advertisement and promotion 2.8
Relative reference 2.5
9.Which brand name apartment would you like to purchase ?
Companies have mentioned below?
Company Brand Selection: Selecting specific Developer Company is an important
factor in the overall apartment purchase. All other preferences come down to
selection of a brand that is trusted to have all those preferred qualities. This
was done through non guided brand recall technique. Customers were asked to
name the brand .
Table 9: Consumer preference about Developer Company Brand
Company name frequency Percentage
Civiltech housing india
pvt.ltd
2 6.7%
SVP GROUP 3 10%
VVIP addresses 4 14%
Landcraft developers pvt.
ltd
2 6.7%
Panchsheel buildtech pvt.
ltd
0 0%
Supertech Livingston
crossing republic
5 16%
Ansal elegance 4 14%

33. Wave city 3 10%
Nirala developers pvt. ltd 1 3.3%
other 6 20%
10. What kind of facilities do you want from developer
companies ?
Desired Services or Facilities from a particular company (Brand): Facilities from
Developer Company are an important aspect of consumer purchase decision
process. It is important to find out what kind of facilities consumers want from
the Developer Company. In the questionnaire some criteria are given for rating
along the scale ranging from 1 to 5. From the table, it can be
said that timely hand over or completion of the apartment project is the most
important service that customers want (3.8). It is followed by other factors
like quality maintaining across the projects, installment facility, and link to bank
loan to purchase the apartment.
Table 10: Factors important in selecting developer brand
(5 = most important, 1 = least important)
factors Mean score
Timely handover 3.8
Quality maintaining 3.7
Installment payment 3.5
Bank loan 2.8
After sales service 2.7

34. 11. If you have given two chooses between land and
apartment what would you like to prefer and for what
purpose ?
Preference between apartment and land: Many customers have a dilemma
between purchase of an apartment or a land. Some think that purchase of an
apartment from a developer company is
advantageous. Some consumers think that purchase of a land and then construct
own building is better. But it came out so that majority of the customers,
around seventy percent prefer purchase of an apartment to a land. The reasons
mentioned were: purchasing apartment has no construction hassle and also saves
one’s time needed to oversee a construction oneself; Increasing, skyrocketing land
price makes it difficult to purchase a land; increased and volatile price of
construction related raw materials is also one reason, that is, once started with
a predetermined budget it is difficult to manage with own investment. On the
contrary 36% consumers prefer purchase a land and construct own building. The
reasons stated were: Control over asset; proud owner of a land and building; it
is a source of income etc.
Table 11: Consumers’ preference about Land or Apartment Purchase
Land vs apartment frequency Percentage
Purchase an apartment 19 64%
Purchase a land and constructs own
building
11 36%

35. 12.What are the factors do you fear about purchasing an apartment from
real estate companies ?
The risk factors perceived by the customers in purchasing apartment: It means
what the factors are that consumers fear about purchasing apartment from a
real estate company. The result was totally shocking. Almost all respondents
were found to be equally concerned about the following factors:
Table 12: Perception of Risk factors
factors Mean score
Timely handover of apartment 4.1
Low quality of fittings and raw materials 3.5
Proper apartment allotment according to the
diagram
3.4
Breach of commitment by the developer
company
3.3
Utilities approval (water , gas , electricity , city
corporation)
2.9

36. Policy Implications and Conclusion
This study can be considered as a little contribution to the understanding the
real estate industry, According to a survey conducted by the City Mayors Foundation,
an global think tank on urban affairs, there are 37 Indian cities among the world's 300
fastest growing urban centre’s . The Indian city of Ghaziabad is the second fastest
growing city in the world. The general parameter used to consider the growth of a city
is the rate of its urbanization
Policy makers can take the factors into consideration while
making related regulatory policies and framework. Government regulators should
form appropriate policy to safeguard the interests of the customers. For
example, government should provide clear easy to understand guideline for the
citizens about how to evaluate the quality of the projects, how to check the
authenticity of the projects and the companies, some cost estimation to
compare the market price etc.
On the other hand, real estate companies and developers can
take these factors into consideration while making their business strategy and
marketing strategy. This study will help them to understand consumers better
by knowing their preferences in different dimension. In many cases consumers
have several negative ideas about the developer company such as late handover,
low quality, allotment problem etc. That’s why it is very important for the
developer company to overcome these problems and make a positive image in the
consumer mind.