1.

1BACKGROUND OF THE TOPIC

It was more a live project than the usual research kind of project. It aimed at
giving firsthand experience of market situation and true picture of market to company
Assessment of satisfaction level and getting the feedback is of prime important for
project to start. Keeping this aspect in the view this project was undertaken. The
highlighting points were which factors the consumers consider to buy a particular
vehicle such as Price, Brand Name, Quality, Comfort, Maintenance, Performance,
and Average. What additional services and operational feature consumers would
require?
The survey aims at analyzing the consumer buying behavior towards residential
properties i in Pune city.

THEORETICAL BACKGROUND OF THE TOPIC

CONSUMER BEHAVIOR
The aim of the marketing is to meet and satisfy consumers need and wants the
field of consumer behavior studies how individual groups and organization select,
buy, use and dispose of service ideas or experience to satisfy their needs and wants.
Understand consumer behavior and knowing consumer may say one thing but do
another they may not be in touch with their deeper motivations. They may respond to
influence that change their minds at last minutes studying consumer provides clues for
new product features prices, channels, messages and other marketing mix elements.
Consumer is the pivot which their entire system of marketing revolves. A
consumer may refers to anyone engage in evaluating acquiring using or disposing of
goods and services which he expects will satisfy his wants. If any producer makes out
the marketing programming ignoring the consumer preference he can possibly
achieve his ultimate objective. A manufacturer must plan his production and
distribution on suit the consumer convenience rather than his own. Therefore a
marketer or a manufacturer must know more and more about6 the consumer so that
the product can be produce in such a fashion so that can give satisfaction to them.

DEFINITION OF THE CONSUMER BUYING BEHAVIOR:

Consumer behavior is of psychological, physical and social behavior of the
prospect as they become aware of purchase, consume and tell other about the goods
and services.
The process whereby individual decide whether, what, when, where, how and
from when to purchase goods and services.
Consumer behavior is the process by which individual decide whether, what,
when, where, how and from whom to purchase goods and services. It is the consumer
who determines what a business is. In consumer behavior it is act of consuming a
product.

Competition is the essence todays business world. The companys existing

market have to face extensive competition, the degree of competition is going higher
and higher. To become successful in todays market companies have to analyze
consumer behavior depends on factors like:MARKETING CONCEPT OF CONSUMER BEHAVIOR

The marketing concept of the consumer behavior reveals set actual and potential
consumer. Basically there are two types of consumers existing and potential
consumers. Depending buying behavior of consumer it is used for analyzing both the
opportunities and challenges which the companies face.
5 Steps Of Consumer Buying Behavior
1.
2.
3.
4.
5.

Need recognition problem awareness

Information search
Evaluation of alternatives
Post purchase evaluation
Purchases
SATISFACTION

E=Performance =Satisfy
E>P-Expectation=Dissatisfy
E<P =Delight

1.2 INDUSTRY PROFILE

3

This study is related to construction industry in India. Heightened realization

on the part of all stakeholders that infrastructure would play a key role towards
pushing Indias GDP to the desirable 8 percent mark has come as a boon for Indias
construction industry.
The industry is riding a growth wave, which is evident from the financial
results posted by some of the leading contractors. However, the industry is faced with
certain challenges. The need to be price competitive, adherence to safety, quality
consciousness, adapting to technological changes, developing and using new
construction materials and having an adequately trained manpower are issues that
industry must look into and address.
"The construction sector, therefore, has to gear up fully to take on the everincreasing challenge."
This study was basically concern with consumer buying behaviour towards
residential properties in Pune city with reference to Kumar Builders Constructions.
The basic objective behind carrying this study was to study the property purchasing
behaviour i.e. (Residential) of different types of customer in different area in Pune
city, to study the various factors affecting the customer-buying pattern especially in
case of residential properties and to search out new prospects for Kumar Builders
Construction.
After completing this study it was found that maximum respondents are
having the resident on rental, it was also found that price & location is major factor
which are consider by the customer at the time of purchasing the residential property.
The quality & facilities are most considerable parameters at the time of selecting
residential property. It was also found that demand of the 2 & 3 BHK flats were more
to comparing other types of residential properties.

After going through this study I would recommend Kumar Builders that they
should try to decrease Five star amenities with a view to cut down the property prices
and there by attracting the middle class, and also actively participate and organize
property exhibition, trade shows, hoardings, etc. to create awareness in the market.
They should reduce the maintenance charges and should concentrate on CRM
activities, such as loyalty to create strong good will and gain new customer.

LIST OF COMPETITORS
Mantri Builders

Bramha Builders

Fergusson College Road

205/251, M.G. Road

(Mantri House) Shop # 929,

Parvati,

Deccan Gymkhana,

Pune 411009

Pune 411004Phone: (20) 25661040

Panchshil Real Estate Consultant

Phone: (20) 26330052

Rohan Builders (I) Private Limited

Bund Garden Road

813, Bhandarkar Road

(Konar Estate)

(Pradeep Chambers)

Pune H.O.,

Deccan Gymkhana,

Pune 411001Phone: (20) 26127366

Paranjape Schemes Constructions

Pune 411004Phone: (20) 25674413

Nyati Builders Private Limited

Anand Colony, Erandwane

Kalyani Nagar

(PSC House)

(Nyati Commerce House)

Deccan Gymkhana,

Yerwada,

Pune 411004Phone: (20) 30223344

D.S. Kulkarni Developers Limited

Pune 411006Phone: (20) 26686123

K Raheja Private Ltd.,

1187/60, Jangali Maharaj Road

Survey No. 144 & 145,

(DSK House)

Samrat Ashok Path, Off. Airport Road,

Shivajinagar H.O.,

Yerwada, Pune 411 006

5

Pune 411005Phone: (20) 56047100

Tel: +91 020 26112859

1.3 COMPANY PROFILE

INTRODUCTION TO COMPANY

"Kumar Group" established on 15th August, 1966 by the Late Shri. K. H.

Oswal, a first generation entrepreneur, with a vision to enter into a core sector
business, housing construction, which had an immense potential was the obvious
choice at that time.
In more than last 40 years, the Organization has grown from strength to
strength striving hard to transform that vision into reality. Today the company's name
has become synonymous with the quality Construction business in Pune.
An ISO 9001 : 2000 & 14001:2004 Company DET NORSKE VERITAS
QUALITY SYSTEM CERTIFICATE (DNV) has awarded an ISO 9001: 2000
Certificate for Quality Management System Standards maintained by the company for
design, development, construction & marketing of Residential and Commercial
complexes.

Kumar Builders has become synonymous with quality construction in Pune.

The company is known for maintaining international quality construction standards
and also for its ethics, transparency, reliability, professionalism and reflexivity.
The Kumar Builders Institution boasts of a concrete record of more than 100
completed projects, over 100 Lakhs Sq.Ft. completed construction and 13,000
satisfied customers. The 30 ongoing residential and commercial projects and
successful diversification into corporate ventures bear testimony to the success story
of Kumar Builders.
Quality Policy:
Kumar Builders are committed to design, develop, construct and market
Residential, Commercial complexes and all such types of shelters, which shall meet
customer need consistently. We shall further strive to enhance the interest of our
partners, employees, suppliers & society.
Quality Objectives:
1. Demonstrate commitment and compliance to the Quality Management
System.
2. Improve the competence of employees by continuous training in the areas in
which they work.
3. To be a market leader by enhancing the customer satisfaction.
4. To create a customer focused organization.
Aims:
"Quality is primary" to Kumar Builders. All systems and procedures are
formulated to achieve the "Quality Objective". Total quality principles are adopted in
selection of the material, implementation of the project, and even after the project is

handed over. The Group is in the process of implementing 'Total Quality

Management' in all the aspects of its business.
Values:
Honor and respect those who are experts in their fields, those who are wise,
knowledgeable and insightful. Project the eminent & nurture the learned.
Be humble and grateful for any gesture, however small
With plentiful resources, guard against mismanagement and waste.
Do not use the force but work through. Conciliation, appreciation and
inspiration.
Maintain your position through growth and expansion, which requires effort.
Practice five strategies of action: Alliance, Patience, Optimum Utilization of
Resources, Nurturing of human assets and Aggressiveness.
Plan for the acquisition of wealth with the eyes of crane, employ a variety of
postures like peacock, strike with the ferocity of a boar and display the velour
of a lion.
Offer your gratitude to God.
Human Resources:
Kumar Builders is professionally managed and a significant force in an
intensely competitive market. This is because we treat our employees with respect and
dignity. We believe the growth of the Group is dependant on the growth of our people.
They find an independence to chart their own course, an openness to new ideas,
efficiency in implementation and an enormous professional satisfaction. We have men
of mission who can face challenging opportunities with finesse and purpose. The open
door policy and informal and vibrant atmosphere is an achievement in itself.

Technology:
In the context of technological advances, the Kumar Builders is in the
forefront in implementing State-Of-The-Art Technology with the latest systems /
Networking techniques. These assists management to access information and establish
proper checks and controls over the business transactions. Continuous technological
up gradation helps the Group keep up with time.
Social Obligation:
The group believes in repaying its debt to society and does so in many
different ways. After realizing the grave need for shelter it has initiated the task of
development of slums. Various projects for beautification, Water Fountains, Schools,
and Developments of Gardens, large roadside plantations, drinking water and public
toilets facilities have been taken up. On a more macro level, the group has contributed
its mite towards promoting sports development, besides lending a helping hand to
many charitable institutions.
Slum development
Drinking Water program
Helping in building better public toilet facility
Environment cleanliness and beautification
Creating gardens
Sports
Schools and Hospitals
Tree Plantations.

After Sales:

10

Kumar Builders strive hard and are committed to provide all such type of services
related to pre & post booking activities in order to enhance customer satisfaction.
We assist all the esteemed customers to avail loan, help them in all type of
correspondences required an ensure them to handover timely possession.
It is our endeavor to sort out all the complaints / queries before and after sales
to achieve maximum customer satisfaction.

Financial Assistance:

ICICI Bank

Standard Charted Bank

BRANCHES & OFFICES

Pune Head Office:
Kumar Capital, 2nd Floor,
2413,East Street, Camp,
Pune, India - 411 001.
Tel. : +91 (020) 40006000 /1/2/3, 26350065.
Fax : +91 (020) 26330584.
E-mail : sales@kumarbuilders.com

Mumbai Branch Office:

Office No. 7, 1st Floor,
Ali Chambers, Nagindas Master Road
Fort, Mumbai - 400 023
Tel. : +91 (022) 66378480, 66378481.
11

Fax : +91 (022) 66378482.

E-mail : kumartech@vsnl.net

Bangalaru Branch Office:

10/12, Palace Road,
13th Main, Vasant Nagar
Bangalaru - 560 052
Tel. : +91 (080) 2235 6822.
Telefax : +91 (080) 2235 6855.
E-mail : salesblre@kumarbuilders.com

Achievements & Awards

Kumar Builders receives srishti green cube award from commerce minister
Kamal Nath in Delhi.The Srishti Green Cube Awards was instituted for Good
Green Governance (G3).

Kumar Builders were the first Construction Company in India to obtain an

ISO 14001:2004 Environment Certification.

Kumar Builders bagged the award on the basis of the social activities and their
concern for preservation of the environment, which is seen through the
implementation of extensive programmes in the following major areas,
namely:

Solid Waste Management

Rainwater Harvesting

Solar Energy

12

1.4 ORGANISATION STRUCTURE

ORGANISATION STAFF & DESIGNATION

No.

Name

Designation

Lalitkumar Jain

Chairman & MD

Kruti Jain

Executive Director

Sameer Palshikar

Media Manager

Advertising

Yogesh Bhave

H.O.D. - Accounts
& Finance

Girish Mande

H.O.D. Banking

Accounts &
Finance
Banking &
Payments

B.R. Gulati

H.O.D.
Administration

Administration

Reena Manjrekar

H.O.D. - C.R.O.

C.R.O.

Surender Khunekari

Sr. Executive - EDP

E.D.P.

Sheetal Joshi

K.B. Shivankhede

S. Premnath

GM - Technical

10

Anil Nemavarkar

Project Co-ordinator

11

Ritesh Oswal

12

Vinay Nimbalkar

13

D.V. Godbole

14

Chandrahas Bollabattin

Sr. Executive - HR

H.R.

15

RAHUL BOKIL

Management
Representative

I.S.O.

16

Viresh Parekh

Coordinator

Land / Legal

17

B.H. Tingre

H.O.D. - Legal

Legal

18

Neelima Gohad

H.O.D. - Legal

Legal

19

Brig. Ramesh Hasija

H.O.D. Maintenance

Maintenance

20

Vijay Oswal

G.M. - Operations

Operations

Company
Secretory
Chief Technical
Coordinator

H.O.D.
Corporate Marketing
H.O.D.
Electrical
H.O.D. Horticulture

13

Department

C.S.
Construction /
Technical
Construction /
Technical
Construction /
Technical
Corporate Sales &
Mkt.
Electrical
Horticulture /
Landscape

G.M.
Township
Developments
H.O.D.
Public Relations
Sr. Manager
Public Relations

Project Planning &

Township
Developments

H.O.D. - Purchase

Purchase

21

Anil Suratwala

22

D.S. Thorat

23

Rupam Singh

24

Abhay Deshpande

25

Niranjan Bhatkulkar

26

Ravindra D. Patil

27

Rajendra Bhagat

Sales Manager

Sales & Mkt.

28

Anil Deshpande

Security Incharge

Security

29

Mohan Tak

C.E.O. - CLUB

30

Rajashree Swami

System &
Procedure Manager

H.O.D.
Quantity Analysis
H.O.D.
Quality Assurance

14

Public Relations
Public Relations

Quantity Analysis
Qyality Assurance

Symphony /
Conniseur Club
Systems &
Procedure

1.5 PRODUCT PROFILE

PRODUCTS RANGE & VARIETY

Residential Projects

Commercial Projects

Multiplex / Retail Projects

IT / BTS Projects

Investment Opportunities

Future Projects

Completed Projects

Kumars Residential Projects

15

Kumar Meadows

Kumar Kruti

Buena Vista

Windsor Park

Kumar Puram

Sophronia

Kumar City

Laxmi Vilas

Hillscape

The Orion Residency

Kumar Surkasha

Kumar Dhruv

Kumar Sahawas

Kubera Sankul

Kumar Shantiniketan

Kubera Vihar

Kumar Sansar

i-Life

16

1.6 SCOPE OF THE STUDY

This study will be beneficial to Kumar Builders Constructions to know about
customers buying behaviour towards Residential properties in Pune city. The
company can come to know various factors affecting the customers properties buying
behaviour.
Company comes to know about customers expectations & need for future
properties purchases. The sample size taken for this project is 100 Respondents.
Hence, this market study will provide information to Company, and
Customers.

17

1.7 OBJECTIVE OF THE STUDY

To study the property purchasing behaviour i.e. (Residential) of different types
of customer in different area in Pune city.
To study the various factors affecting the customer-buying pattern especially
in case of Residential properties.
To find the expectations & needs of customers from Kumar Builders
Constructions.
To find the opinion of the customers with regard to various schemes available
or schemes offered by Kumar Builders constructions.
To find out the near competitors for Kumar Builders Constructions.
To find out the period in which the customers are more willing to purchase
Residential properties.
To search out new prospects for Kumar Builders Construction.

18

2.1 RESEARCH METHODOLOGY

Research
Definition:According to Clifford Woody,
Research comprises defining and redefining problem, formulation hypothesis or
suggestive solution and at last carefully testing the conclusion to determine whether
the fit the formulation hypothesis.
Types of research Methodology:1) Fundamental/Pure/Basic Research
2) Applied/decisional Research
a) Problem solving Applied Research
b) Problem oriented Applied Research
3) Historical Research
4) Field Research
5) Laboratory Research
Research was chosen problem solving applied research.
Applied / Decisional Research
The focus of applied research is somewhat different. Your concern is to
investigate a problem based in the real world. Although you may still work from a
theory when formulating your hypothesis, your primary goal is to generate
information that can be applied directly to a real world problem. Applied research is
that the researcher attempts to conduct a study whose result can be applied directly to
a real world event.
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of study how research is done scientifically. The
various steps that are generally adopted by researcher in study his research problem
along with logic behind them. It is necessary for the researcher to know not only the
research method or techniques but also the methodology. Thus when we talk of
research methodology we can not only talk of the research methods but also consider
the logic behind the methods we use in the contest of our research and explain why
we are using a particular method or technique and why we are not using others so that
research are capable of being evaluated either by research himself or by others.
Importance of Research: New knowledge

19

Social welfare and progress

Development of science
Acts as a basis for Govt. policies
Control over unhealthy trends
Collection of information the economic and social structure of the nation
Information about social relationship

Period of the Research 1th Jan 2015 to 2nd March 2015 (2 months)

2.2 RESEARCH DESIGN

Research design is the plan, structure and strategy of investigation conceived so as
to obtained answer to research questions and to control variance. Research design is
the specification of methods and procedure for acquiring the information needed it is
the overall operational pattern frame work of the project that indicates what
information to be collected, from which sources and by which procedure.
TYPES OF RSEARCH DESIGN
1. Exploratory Research Design
2. Experimental Research Design
a) Natural experiments
b) Controlled experiments
3. Causal Research Design
4. Descriptive Research Design
5. Qualitative Research Design
a) Depth Interview
b) Projective Technique
Descriptive research design chosen and nature is qualitative.
Descriptive Research Design

20

Descriptive Research Design is well structured. This type research design is

undertaken in various circumstances. This research design is very useful to know the
characteristics of certain groups such as age, sex, educational level, occupation or
income.
The basic objective of descriptive research design is to find the answers the
question relating to, who, what, when, where, and how of the subject under
investigation descriptive research design is not lawless factual and simple, they can be
complex also, demanding a high degree of scientific skill on the part of researcher.
Descriptive research design study can be divided into two broad categories, viz; (a)
cross, sectional and (b) longitudinal.

Qualitative Research
Qualitative research is a non- quantitative type of analysis which is aimed at

finding out the quality of a particular phenomenon. Research has to deal with
subjective of the respondents here.

Type of Research

Type of research Design

Nature of Study

Type of Questionnaire

Type of Questions

Problem solving Applied Research

Descriptive Research Design

Qualitative

Structured

Open ended & Close ended

21

2.3 RESEARCH PROCESS

Sample Design
Sample size of 100 respondents was taken on the basis of convenience
sampling. They were divided into different range group. The sampling unit was
Sangamner area. This sample can be considering a fair representative for these rural
inhabitants.
Sampling Plan

Sample element
Sample Extend
Sample size
Sample Duration
Sampling Procedure

Consumers
Pune Area
100 consumers
2 months
convenient sampling

2.4 METHOD OF DATA COLLECTION / SOURCES

After the research presented has been identified the important step is to collect and
22

analyze data the researcher has to decide whether he has to collect primary data or
secondary data or both. The various sources of information are divided broadly into
two categories
1. Primary Data:

Sources from where first hand information is gathered directly are called primary
data source and information collected is called primary data. They are original in
character.

Primary data may pertain to demographic, socio-economics, characteristics of

consumer, attitude & opinion of people, their awareness and knowledge and
similar aspect.

Primary data collected through survey and in method researcher has used
structured questionnaires to get response from respondents. Researcher has
personally contacted the respondent to fill the questionnaire by asking questions.

The information from the IMRM International Pvt.Ltd. Sub dealer of Mahindra &
Mahindra and existing customers of Mahindra & Mahindra and randomly
surveyed customers having various brands including Mahindra vehicles, directly
affect the study, was collected so as to arrive at a result. Interview method is used.

2. Secondary Data:

The data that are collected for another purpose already exists somewhere is
called secondary data.

The process of secondary data collection and analysis is called Desk research.
Secondary data are those data in this research which are collected from earlier

DATA ANALYSIS

1) Table showing present type of Residential Ownership.

Type
Ownership
On Rental
Others

No. of Respondents
36
49
15

% of Respondents
36%
49%
15%
23

Total

100

100%

Interpretation
The above table shows that, maximum no. of respondents stays on rental basis
i.e.49%, 36% of the respondents have their ownership on residence and 15% of
respondents are in others category, which include residence on lease or staying at
relative.

2) Table showing areas preferred to purchase residential properties.

Area
No. of Respondents % of Respondents
Peth Area
11
11%
Kalyani Nagar
19
!9 %
Hadapsar
23
23%
Kondwa
26
26%
Katraj
07
07%
Baner
05
05%
Pashan
09
09%
Total
100
100%

24

Interpretation
The above table shows that maximum no. of respondents i..e.26% prefer Kondwa
area, whereas 23% of respondents preferred Hadapsar area, while 19% of respondents
prefer Kalyani Nagar area, whereas 09% of respondents preferred Pashan area while
07% of respondents preferred Katraj area and 05% of respondents preferred Baner
area for purchasing residential properties.
3) Table Showing Factors taken into consideration while purchasing Residential
properties.
Factors
No. of Respondents % of Respondents
Location
28
28%
Price
39
39%
Transportation Facility
16
16%
Accessibility to Market
07
07%
Others
10
10%
Total
100
100%

25

Interpretation
The above table shows that maximum no. of respondents i.e. 39% consider Price,
whereas 28% consider location while 16% consider transportation facility whereas
10% consider other factors like Vastushastra, Water availability etc. and 07% of
respondents consider accessibility to market as important factor for purchasing
residential properties.

4) Table showing Parameters considers while selecting residential properties.

Parameters
No. of Respondents
Brand Name
53
Quality
62
Space (Sq. ft.)
49
Facilities
73
Interior
30
Schemes
57

26

Interpretation
The above table shows that maximum no. of respondents i.e. 73 consider Facilities as
parameter while 62 respondents consider Quality, whereas 57 of respondents consider
Schemes whereas 53 respondents consider Brand name while 49 respondents consider
Space (Sq. ft.) and 30 respondents consider Interiors as the parameters while selecting
residential properties.

5) Table showing sources of Information for respondents while Property

Purchasing.
Sources
No. of Respondents % of Respondents
Hoardings
13
13%
Newspapers
17
17%
Agents/Consultants
33
33%
Relatives/Friends
28
28%
Others
09
09%
Total
100
100%

27

Interpretation
Above table shows that 33% of respondents get their information from Agents
/Consultants, where as 28% of respondents get information from Relatives/ Friends
while 17% of respondents get information from Newspapers whereas 13% of
respondents get information from Hoardings and 09% of respondents get their
information through Other Sources like Local News Channel,Radio,Internet etc. for
Purchasing Residential Properties.
6) Table showing awareness in respondents about various schemes offered by
KBC.
Awareness
Yes
No
Total

No. of Respondents % of Respondents

67
67%
33
33%
100
100%

Interpretation
28

The above table shows that maximum no. of respondents i.e. 67% were aware about
the various schemes offered by KBC whereas 33% of respondents were not aware
about various schemes offered by KBC.

7) Table showing duration of the year when normally respondents like to

purchases residential properties.
Month
No. of Respondents % of Respondents
Jan to Apr
35
35%
May to Aug
13
13%
Sept to Dec
52
52%
Total
100
100%

Interpretation
Above table shows that maximum no. of respondents i.e. 52% would prefer Sept to
Dec as the duration where as 35% respondents would prefer Jan to Apr while 13% of
respondents prefer May to Aug as the duration of the year where they would like to
purchase residential properties.

29

8) Table showing type of Residential property respondents would like Purchase.

Type
No. of Respondents % of Respondents
1 BHK Flat
18
18%
2 BHK Flat
48
48%
3 BHK Flat
24
24%
Bungalow/Row house
04
04%
Others
06
06%
Total
100
100 %

Interpretation
Above table shows that maximum no. of respondents that is 48% would like to
purchase 2 BHK Flat, whereas 24% respondents prefer 3 BHK Flat, while 18%
respondents prefer 1BHK Flat whereas 4% of respondents prefer Bungalow/Row
house and 06% respondents prefer others which include Duplex, Terrace Flat,
Attached Flat etc. for purchases of residential property.

30

9) Table showing mode of purchases of residential property preferred by

respondents.
Mode
No. of Respondents % of Respondents
Home Loans
57
57%
Lum-sum
06
06%
Installments
33
33%
Others
04
04%
Total
100
100%

Interpretation
Above table shows that maximum no. of respondents i.e.57% would prefer Home
Loans whereas 33% of respondents would prefer Installments while 06% of
respondents would prefer Lum-sum and 04% of respondents prefer others.

FINIDINGS OF THE STUDY

THE FOLLOWING ARE THE FINDINGS OF THE STUDY

31

1) During the time of survey, it was found that 49% respondents are having the
resident on rental, 36% respondents are having own property & 15% respondents
are having other sources such as lease, relatives & friends etc.

2) It was found that 26% of respondents were preferred to purchase residential

property in Kondwa area, 23% of respondents in Hadapsar & 19%, 11%, 9%, 7%
people in Kalyani Nagar, Peth area, Pashan Nagar, Katraj area respectively, only
5% respondents were preferred in Baner area.

3) It was found that the price & location is major factor which consider by the
customer at the time of purchasing the residential property. Here 39%
respondents are considering the price, 28% respondents are consider location &
16% & 7% respondents are considering transportation & market facility.

4) It was found that the quality & facilities are most considerable parameters at
the time of selecting residential property. Brand Name & schemes are also
consider the consumer at the time of purchasing the residential property.

5) It was found that the source of information for consumers the real estate
consultant play very vital role. 33% respondents go through the consultants, 28%
respondents prefer relatives & friends, 17% go through newspapers & 22%
respondents prefer through hoarding & others sources.

6) It was found 67% respondents were aware of various schemes offered by KBC &
33% respondents were not aware. Here the most of the respondents opinions
about schemes of KBCs are good.

32

7) In the duration of September to December the most of the respondents were like
to purchase the residential property because most of the festival are in this
duration. Here 52% respondents preferred in September to December, 35%
respondents preferred in January to April & 13% respondents preferred in May &
August.

8) It was found that demand of the 2 & 3 BHK flats were more as comparing to
other types. 48% respondents prefer 2 BHK flat, 24% respondents prefer 3 BHK
& 18% & 4% respondents choose the 1 BHK & Bungalow respectively. Here
6% respondents go through the other type such as Duplex flat, Gallery or Terries
& 1 HK flat.

9) In the mode of payments 57% respondents go through home loans of various

banks & private financial institutes, 33% respondents go through installments,
6% respondents through lum sum amount & 4% respondents choose other mode
of payments.

10) It was found that the close competition of KBC were Vascon, Bramha Builders &
Nyati Builders which were mostly known by the respondents.

LIMITATION OF THE PROJECT

1) The survey was restricted to selected areas in Pune City only.
2) The time duration of this survey was 50 days only.
3) Rainy season was main hurdle for this survey.

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4) The response from the respondents was fair enough but not up to the mark or
good enough.
5) This project was only restricted to the residential properties of KBC & not
commercials & others.
6) The survey area were too far as the city is big enough which caused many
transportation problem.

CONCLUSION OF THE STUDY

THE FOLLOWING ARE THE CONCLUSION OF THE STUDY

It can be seen that Kumar Builders is most popular brand.

Quality is considering lot while purchasing residential property.

The Kumar Builders stands first among three top companies in Pune city.

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The Buyers consider Quality and price while purchasing the residential
property.

The customer may change the Brand if the Particular brand is not available
and also because of close substitute.

Price hike is also one of the reasons for change in brand.

Adverting and other sales promotion tools have a great effect on sales of the
residential property

SUGGESTIONS
FOLLOWING ARE SUGGESTION FROM THE STUDY
1.

KBC should try to tap other market potentials, such as Nasik,

Kholapur, Surat Ahmedabad and 2nd tire cities.

35

2.

KBC should try to decrease Five star amenities with a view to cut
down the property prices and there by attracting the middle class.

3.

KBC should actively participate and organize property exhibition,

trade shows, hoardings, etc. to create awareness in the market.

4.

KBC should organize annual customer meet to appreciate those

customer who have been with them and awarded them.

5.

KBC should take mass media such as television more precisely cable
media to target local customers.

6.

KBC should also concentrate more on interior decoration to compete

with other competitors.

7.

KBC should reduce the maintenance charges.

8.

KBC should also concentrate on CRM activities, such as loyalty to

create strong good will and gain new customer.

BIBLIOGRAPHY
TYPE: - MLA
Books referred
Title

: - Marketing Management

Name of the Author

: - Philip Kotler

Title

: - Marketing Research

36

Name of the Author

: - Thomas C Kinnear

Title

: - Consumer Buying Behavior

Name of the Author

: - J. Paul Peter

Title

: - Research Methodology

Name of the Author

: - Dr. S. Shajahan

Other sources:1)

News Paper

2)

Magazines

3)

Internet websites

Webliography Referred :
a) www.google.com
b) www.marketingprofessors.com
c) www.indiatimes.com
d) www.kumarbuilders.com

ANNEXURE
QUESTIONNAIRE
A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS
RESIDENTINAL PROPERTIES IN PUNE CITY
WITH SPECIAL REFERENCE TO KUMAR BUILDERSS
Personal Details
NAME:-

37

OCCUPATION :GENDER:FAMILY SIZE :CONTACT :

E-MAIL:NO. OF EARNING MEMBERS:ANNUAL INCOME:
1. Do you have any plan to purchase residential property in Pune?
Yes

No

2. What is your present type of property?

Ownership

On rental

Others

3. In which area would you prefer to purchase residential properties? Why?

Peth area

Hadapsar

Kalyani nagar

Pashan

Baner

Katraj

Kondwa

4. Which factor do you take in to consideration while purchasing residential

properties? (Choose any one)
Location

Price

Transportation facility

Accessibility to market

Others ___________________________________________

5. Which parameters do you take in to consideration while selecting a residential

property? (Allow to multiple choice)
Brand Name

Quality

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 Space (sq. ft)

Facilities

Interiors

Schemes

6. Which other construction company / industry are you aware of other than KBC?
(Open ended)
____________________________________________
____________________________________________
7. Plz. Indicate the source of information that you consider for property purchasing?
(choose any one)
Hoarding

Newspapers

Agent

Relatives

Others

8. Are you aware of various schemes offered by KBC?

Yes

No

If yes what is your opinion,

Very Good

Good

Average

9. During which duration of the year normally would you like to purchase residential
properties?
Jan. to Apr.

10. What type of

May to Aug.

Sep. to Dec.

residential property you would like to purchases?

1BHK Flat

2BHK Flat

3BHK Flat

Bungalows/Row House

Others

39

11. What will be your mode of purchase of residential property?

Home Loans

Lum sum

Installments

Others
__________
Signature

1.

40