RAJAGIRI BUSINESS SCHOOL
In Partial Fulfilment of the Requirements for the Award of
POST GRADUATE DIPLOMA IN MANAGEMENT (2010-2012)
Ashwin Joseph P10120
RAJAGIRI BUSINESS SCHOOL
RAJAGIRI VALLEY P.O KOCHI – 682039
I, Ashwin Joseph, hereby declare that the project report titled “Marketing real estate for the new generation customers with a special emphasis on changing behavioural trends in the market place” is a bonafide report of the project work done by me between April-May 2011.
This study was undertaken as a partial fulfillment of the requirement for the award of Post graduate diploma in management at Rajagiri Business School, Kakkanad, Cochin,
I also declare that this report has not been submitted to any other university/board for the award of any degree/diploma.
PLACE: Cochin DATE: (Ashwin Joseph)
It is with a thankful heart that I wish to acknowledge all those people who have been instrumental in helping me to complete this project successfully. First, I express my gratefulness to Lord Almighty for helping me complete the project successfully I am greatly indebted to Mr.Suresh S, Chief Marketing Officer and Mr Vijay Sundar Raj, General Manager (Sales and Marketing), XS Real Properties PVT Ltd for their valuable guidance and support at the organisational level for completing this project. I would like to express my gratitude to my faculty guide Mr. Joji alex for his inputs and guidance. I would like to thank the sales and marketing team of XS Real Properties PVT Ltd for their inputs and insights especially from Mr Vikas Ramanathan, Assistant Manager (Sales and Marketing) and Mr S Sudarshan, Senior Manager (Sales and Marketing) My deepest sense of gratitude goes to my family and friends for their support and constant encouragement.
LIST OF CONTENTS
SI.NO DESCRIPTION PAGE NO.
1 2 3 4 5 6 7 8 9 10
List of tables Executive Summary Industry Profile Company profile Introduction and Research Methodology Data Analysis and Interpretation Findings and Recommendations XS Real‟s Position in the Chennai Market Conclusion Bibliography Annexure – Questionnaire
5 6 7 14 19 26 48 52 57 58 59
1. List of tables
Chart no. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. Chart Title Age in percentage Purpose of buying a house Emotions while buying Factors that matter while buying a house -1 Decision making Factors that matter while buying a house -2 Sources of information CSR initiative and buying behaviour Past projects and buying behaviour Brand name of the builder and buying behaviour Trust on a builder Preference for green projects Preference for projects with utilities Opinion regarding vastu Awards won by the company and buying decision Certifications and buying decisions Value and pricing Awareness about XS Real Awareness about FairSquare Brand Page Number 15 16 18 19 20 21 23 25 26 27 28 29 30 31 32 33 34 35 36
2. EXECUTIVE SUMMARY
The study titled, “Marketing real estate for the new generation customers with a special emphasis on changing behavioural trends in the market place”, was undertaken as it was a study required by the organisation. The study aimed to find out how the new generation customers went about buying a house. The findings of the study would be helpful for the organisation as in the future the company plans to target these customers who are right now at the starting or reaching the mid stages of their professional careers marketing the products to them effectively. The study found out that the location of a project and cost of acquiring it are some of the most important factors a new generation customer consider among the other factors. Most of them did not want to make any lifestyle statement through their house and only...