1. EXECUTIVE SUMMARY
There are more than a half dozen real estate companies performing in NOIDA
EXTENSION. Almost all of them are focused in Northern Capital Region with their
products for high middle class family. AMRAPALI GROUP, a leading real estate as
well as construction company is functioning in Noida for last 20 years with its more than
a half dozen projects. The company is poised to be the most profitable real estate
company in Noida with its excellent service and fastest sales ratio performance
The objective of the project is to understand the behavior of buyers in NOIDA
EXTENSION Region. The study of consumers is always been very crucial for a company
to position itself in the market. The ultimate purpose of any company is to endeavor to
capture the untapped market and hence increase the market share by introducing new
products with new features. In order to find out new potential customer a company is
need to be fully aware about the trends in perceptions of consumers.
The research is targeted to know how the company can study and analyze the behavior of
consumer. The project has depth study of variation of consumer perceptions while
purchasing homes.
The study of consumer behavior for the company is very important because the products
of real estate industry are much different than any other industry. The reason is that there
is a huge investment while buying a home and the prices of products plays a determining
factor in a consumer’s decision making process.

2. TABLE OF CONTENT
Number Page
1.0 Introduction 2
2.0 Literature Review 15
3.0 Research Methodology 19
 Research Design
 Sample Design
 Sample Size
 Sampling Technique
4.0 Data Analysis and Interpretation 21
 Collection
 Demographic Profile
 Secondary Data
5.0 Findings 40
6.0 Conclusions, Recommendations and Limitations 42
7.0 Bibliography 46
8.0 Annexure 48

3. INDUSTRY PROFILE

4. REAL ESTATE
Real estate is "Property consisting of land and the buildings on it, along with its natural
resources such as crops, minerals, or water; immovable property of this nature; an interest
vested in this; (also) an item of real property; (more generally) buildings or housing in
general. Also: the business of real estate; the profession of buying, selling, or renting
land, buildings or housing."
Current Scenario of the Indian Real Estate
Realty sector in India has seen unprecedented growth after liberalization in 1991. But
after government allowed 100% FDI in construction business in 2005, real estate sector
experienced phenomenal growth. Before 2005 only Non Resident Indians (NRIs) and
People of Indian Origin (PIOs) could invest in realty sector.
There was restriction on foreign investors other than NRIs and PIOs, who could invest
only through wholly owned subsidiary or joint venture company in India. After this
restriction was lifted, FDI inflow in realty sector increased steeply. In 2003-04, share of
realty sector in total FDI inflow was 4.5% which increased to 10.6% in 2004-05 and 16%
in 2005-06. Another landmark decision by government in 2005 was lowering of cap on
minimum area for development by foreign investors from 100 acres to 25 acres.
This threw open those lucrative parts of Indian realty market to Foreign investors, which
were out of bounds for them till then. This also encouraged them to invest profusely in
Indian realty market and help it reach new heights.
Currently, contribution of realty sector to Indian GDP is about 5% and its market size is
expected to touch US$180 billion by 2020. It has emerged as a popular sector for private
equity funds investing about US$1700 million in 2011. FDI inflow in realty sector in
2011-2012(April-January) stood at 2750crore. It is also one of the highest FDI attracting
sectors.
After 100% FDI was aloud in 2005, constant inflow of FDI was witnessed in realty
sector till mid-2008, when it saw a fall. In Financial year 2007-08, 2008-09 and 2009-10

5. attracted FDIs of 8.9%, 10.3% and 11% of total FDI but financial year 2010-11 saw a
mere 6% FDI in this sector.
In 2011 a new development was seen. NRIs, whose share of real estate buying was 4%
previously, jumped to 8% mainly due to depreciation in value of rupee. Later on when
rupee plunged to new lows, this trend stabilized. Today, Real estate sector seems to be
one of the most lucrative investment options for NRIs and PIOs, due to recent
depreciation in the value of rupee against dollar. Rupee has plunged 23% within a year
and is bound to rise in future. So, investing in property now can reap rich dividends to
NRIs and PIOs once rupee improves. If rise in rupee is similar to its fall (23% within a
year), NRI buyers buying properties now will automatically get 23% returns on their
investment within a year on this account alone. General increasing trend in property
prices will only add to their returns.
The Indian real estate sector has factors such as the demography and the development of
infrastructure, which work to attract further investment. The organized real estate
scenario in the country has managed to attract the attention of the FDIs in the country. As
per the estimation of the experts’, FDI in real estate will grow from $4 billion to $25
billion in the next decade. In fact, a report from the UN has declared that India ranks next
only to China and the US, among the list of most favored investment destination. It is
estimated that the FDI inflow to the real estate sector will increase by 20% during the
financial year 2012-13.

6. Some of the recent policy initiatives which are expected to serve as a trigger to boost the
investment in the sector include:
1. The Union Budget 2012-13 proposed 1% Tax Deduction at Source (TDS) on
transfer of immovable property if the value of the sale is beyond Rs 50 lakh in
urban areas and Rs 20 lakh in other regions
2. Foreign citizens of Indian origin have been granted permission by the Reserve
Bank of India (RBI) to purchase property in India for residential or commercial
purposes
3. FDI up to 100% is allowed under the automatic route in townships, built-up
infrastructure and construction development projects subject to certain conditions
4. The government has allowed 51% FDI in multi-brand retail subject to conditions
Besides, RBI has also proposed to increase the minimum capitalization
requirement for any company with over 75% foreign holding by treating it as a
wholly owned subsidiary of the foreign company.
An Overview of Real Estate Scenario in India 2013
Over the last few decades, due to rapid urbanization, increasing income levels, and
positive demographics, the real estate sector in India has drawn a major investment.
However, owing to the slow growth of Indian economy in the last two years this field of
business has shown a deceleration. The real estate sector has come down to 6.5% in the
financial year 2012-2013 from a thriving 7.8% in the year 2009-2010. As per the
economy survey, the housing sector in India contributes nearly 5% to the overall GDP of
the nation. Housing sector business ranks 4th, in regard to the multiplier effect of the
country’s financial system. Apart from generating a huge level of employment, this sector
also acts as a stimulant for more than 250 subsidiary industries like building materials,
cement, consumer durables, brick, paint, steel, and so on.
Some of the major challenges that the real estate industry in the country is facing today
are as follows:
1. Deficiency of proper industry status.
2. Absence of Title insurance.
3. Lack of land titles that are clear.
4. Not having enough financial sources.
5. Scarcity of laborer.

7. 6. Increasing cost of material and manpower.
7. Difficulties in getting approval for different procedures involved
8. Land acquisition policy
However, as the inflation rate has been put on control to a certain extent by the RBI
(Reserve Bank of India), there has been a lessening in the cash reserve ratio, so the
economy in the country is expected to improve. It has been predicted that the latter half
of 2013, will experience a growth in real estate sector. So, a real estate company in India
will survive successfully if it also specializes in warehousing logistics in India with a
perfect synchronization.
RESIDENTIAL REAL ESTATE
Housing prices have soared much higher than the reach of average Indian in the past
decade at an annual rate of 14%. However, price appreciation has slowed significantly
during 2012 in the top seven cities of the country, where capital value has gone up by
only 1-3 percent. Owing to sluggish sales and increased holding and construction cost,
the real estate scenario has found itself in deep waters.
Confederation of real estate developers association of India (CREDAI) responded to the
concerns voiced by the government and CREDAI has asked the developers to consider
selling maximum number of units at discounted price.
The previously offered freebies and other incentives by the developers are not expected
to revive the falling home sales. Along with price correction, there is a possibility of
innovative payment schemes and pre-launch benefits will be offered to the buyer. Big
developers with massive inventories will be under pressure to offer discounts, so that they
can sell off maximum number of units. Although launches have come down by 50% in
most of the Indian cities in the past four quarters, residential launches are predicted to be
on the rise in 2013.
The availability of debt capital in housing sector is likely to increase while the flow of
equity capital will remain stable in 2013. With Securities and Exchange Board of India
(SEBI) allowing debt funds to invest an additional 10% in Housing Finance Companies
(HFCs), liquidity in the housing market is set to increase.

8. COMPANY PROFILE

9. AMRAPALI GROUP
INTRODUCTION
Setting the trend for modern, luxurious and convenient living
A well constructed, luxurious home in a prime location with modern amenities and a
comfortable lifestyle - what more could you ask for? This and more is offered by the
Amrapali Group, one of the fastest growing real estate development corporates in Delhi
and the National capital region.
Focusing on Greater Noida, Indirapuram and other East Delhi locations, the Amrapali
Group has completed projects spread over more than 100 acres. What makes the
Amrapali group stand out is its steadfast dedication to quality and efficient service.
Established by Mr. Anil Sharma, a civil engineer from IIT Kharagpur and a former
government employee, Amrapali is run by a group of highly competent engineers and
over 50 professional and 150 supervisory-grade employees. Amrapali understands the
importance of quality and ensures the best of technology, planning, design and
construction for all of its projects.
In a short span of time, Amrapali has developed luxurious residential complexes,
townships, family entertainment centres, offices and commercial complexes. With its
unmatched expertise in residential development, Amrapali has developed six ultra-
modern residential colonies in and around Delhi.
In its projects, the group's first priority is aesthetics. The name Amrapali has been drawn
from a historical queen, who was reputed to have the beauty and elegance of the likes of
Cleopatra. Design for comfort living is therefore the group's mantra and for this, it
employs the nation's best architect, "Hafeez Contractor". The best amenities for
comfortable living are included in the group's projects - splash pools, modern club
facilities with swimming pools, gym, sports facilities and spaces for community activities
offer the best aspects of community living.
On-time project delivery is another advantage that comes with Amrapali’s projects, one
that the group takes a lot of pride in. Professional project management, a dedicated site
supervision team and a high regard for punctuality mean that buyers and investors are
never kept waiting for their property

10. VISION
Amrapali Group will continue to expand its efforts to grow by meeting customer needs
today and in the future by continuing to build partnerships based on trust, and by
establishing direct relationships with our customers. We accomplish this by responding to
changing market condition, building a performance driven culture that continues to
provide value-added construction services to our customers, by improving job site
productivity through effective job controls, maintaining a safe workplace and utilizing the
latest technology and by creating an environment that fosters growth and development of
our people.
MISSION
 To perform for our customers the highest level of quality construction services at
fair and market competitive prices.
 To ensure the longevity of our company through repeat and referral business
achieved by customer satisfaction in all areas including timeliness, attention to
detail and service-minded attitudes.
 1010Our pledge is to establish lasting relationships with our customers by
exceeding their expectations and gaining their trust through exceptional
performance by every member of the construction team.
 To maintain the highest levels of professionalism, integrity, honesty and fairness
in our relationships with our professional associates.
SUCCESS STORY
Very rarely has a real estate developer achieved such high repute and standing. In the
current scenario, when the Indian economy is growing steadily, real estate is one of its
main drivers. This also means intense competition among developers and more choice for
the home buyers. As consumer awareness grows; quality, range of amenities, long- term
performance and on-time delivery become the discerning factors and developers who can
consistently meet these needs will emerge as winners.
The Amrapali Group’s constant and conscious attention to these factors since its
inception has prepared a firm ground for a bright and soaring future. A strong base of
technical expertise and sturdy financial standing ensure that the group has a long innings
and a long-term commitment to developing healthy, pleasant and comfortable
communities.

11. IN NOIDA EXTENSION
 Centurian park
 Dream valley
 Dream high rise
 Leisure valley
 Leisure park
 Terrace homes
 Tropical garden
 Verona heights
 La resiencia
 IT park
 Kingswood
 GOLF HOMES
Why Invest in Noida Extension?
It is the best time to invest in Noida Extension. As the new land acquisition policy of the
UP government will push the real estate prices up, this could well be a dream investment
for those who enter the market at this juncture.
If you plan to buy property in the twin cities of Noida Extension, do not delay. It is the
best time to invest as the new land acquisition policy announced by the UP government
recently, promises an investor's dream being realized. The property rates in the twin cities
could again skyrocket, thanks to the hefty compensation package announced for farmers.

12. Under the new policy, undoubtedly, authorities will have to face an extra burden, as
developing authorities will be forced to hike the existing rate. It is believed that the
district administration is also planning to revise the circle rates (as a projected 25-30%
hike in existing rates). Such a projected property hike will make both Gurgaon and
Faridabad comparatively cheaper to live in. However, in terms of infrastructure like the
roads, sewers, water and connectivity, Noida Extension will always be the best.
In the new acquisition policy, developers can acquire land directly from farmers and
acquisitions can only happen with the mutual consent of 70% of the farmers in a given
area. In case of disagreement, the project would be reviewed. In the affected villages
where land has been acquired, the developer would have to construct a KisanBhavan as
well as a model school.
Planned implementation and fast progress is synonymous with UP. It is believed in the
real estate circuit that under the prevailing circumstances, implementation of all the mega
plans for UP would see light of day in the next few years. It is clear that those areas
where land has already been acquired and compensation distributed to farmers will be out
of the ambit of new land acquisition policy.
Get ready for a breath of fresh air...
... in a city where the future is present and ultra-modern infrastructure is ready and
waiting for you. Come witness a glorious partnership of industry with nature, life with
lifestyle and administration with enterprise. Welcome to Noida Extension - world city
where the grass is greener, the roads wider, the air cleaner and proactive governance is a
way of life. No delays, no congestion, no problems. NoidaExtension, a world city
planned with an obsession is ready to welcome you to the future.
There are a number of investment opportunities available in NoidaExtension. Some of
these are available in the following sectors
Residential
It is the kind of living in a prime suburban neighborhood that you've always dreamt of -
in your own home with large rooms amidst open spaces that encompass lawns, gardens
and a driveway. Also, where you enjoy 24-hour power and water supply and plenty of
fresh air. Now, it's within your reach. Just a half-hour drive from Delhi - via the DND
Flyway and six-lane expressway to Noida Extension, in an uncongested, pollution-free
environment with world-class facilities for better living.
Industrial
Greater Noida Industrial Development Authority (GNIDA) is the nodal agency
responsible for overall development of the Noida Extension City. The GNIDA was

13. established in Jan. 1991 under the UP Industrial Area Development Act, 1976.The Act
mandates Planning, Development, Operations & Maintenance and Regulatory functions
to a single agency – GNIDA.
GNIDA is also responsible for attracting investments in the city. The Development model
of Noida Extension is:
• Provision of Quality Infrastructure
• Attract Industries
• Employment Generation
• Growth& Development of the City Ecotech - Industry friendly and eco-friendly as
well
Commercial
Noida Extension has earmarked sectors for commercial activity in an area of 153.63 ha.
These opportunities cover shopping malls, multiplexes, convenient sector shopping.
These are available in various sectors as well as in the adjoining residential areas. The
Greater Noida Industrial Development Authority floats regular schemes from time to
time.
Institutional
Call it our destiny or call it our vision. But Noida Extension is shaping up as India's
smartest city, the National Capital Region’s most modern urban development. And the
fastest-developing center of attraction for people from Delhi, Noida, Ghaziabad, Gurgaon
and Faridabad.
LITERATURE REVIEW
The Real Estate Industry is one of the fastest growing industries in oureconomy, with a
Compound Annual Growth Rate of approximately30%.Developments in the real estate
sector are being influenced by the developments in the retail, hospitality and
entertainment (e.g., hotels, resorts, cinema theatres) industries, economic services (e.g.,
hospitals, schools) and information technology (IT)-enabled services (like call centers).
Impact of consumer attitude towards Residential Real Estate

14. Real estate market is experiencing a good growth these days. With an increase in the
buying power, the demand for acquiring residential property is also on the rise as more
people are interested to live in luxurious homes or invest in property that will appreciate
significantly in the future. Following the house price collapse of the late 1980s in the UK,
there was considerable criticism of the valuation methods used by residential values. In
particular for the current research, the valuation methods employed by values had not
taken account of buyer behavior in the valuation process, which contributed to inaccurate
valuations. This research investigates both the attitudes of the consumers of residential
property and the actual valuation methods used by values to determine whether they
account for buyer behavior accurately. The study was undertaken on a cross-national
comparative basis in the UK, Ireland and Australia and pursued on a qualitative basis.
Overall, the research concludes that although values believe that buyer behavior is an
important part of the valuation process they simply do not consider buyer preferences. In
effect, values have reduced the valuation task to a confirmation of bid price and, because
of lender pressure which occur worldwide, values overlook the economic sustainability of
the property asset, which has severe implications for housing markets and national
economies that interact with these markets.
Economic problem in commercial Real Estate Sector
Commercial Real estate sector is the fastest growing sector. The advantage of
commercial projects is the attractive leasing rates which have impressive returns and
considerable monthly cash flows.David (2008)shows the reports on the economic
problem faced by the commercial capital's property sector, after the terrorist attacks in
Mumbai, India in December 2008. As developers struggle to find buyers in a city that
once boasted the world's most expensive commercial properties, the terrorist attacks are
scaring away foreign investors that were considering buying into India, and they have
made domestic buyers rethink their purchasing plans. According to an industry analyst,
the main risks to investing in the realestate sector in India have increased in recent times
due to a tougher credit environment for realestate companies especially for those that
have a lot of refinancing; high property prices, and risks of a sector slowdown; and
execution risks.

15. Role of Selling Price and Marketing Time in the Residential Real Estate Market
Selling price and marketing time plays a vital role. Marketing time varies with the level
of contract mortgage rates for houses of equal quality.Bin Han (spring89) examines the
complex relationship between selling price and marketing time in a large sample of
single-family homes.A key finding is that, for houses of equal quality, marketing time
varies with the level of contract mortgage rates. Over-pricing by sellers is not a
successful strategy, however, even under market conditions in which houses in general
sell relatively quickly.Finally, marketing time is significantly shorter for newer homes,
particularly those in medium or high price ranges, but a home's size has no significant
effect on the number of days it remains on the market.
Affect on Housing Developers in Real Estate business
The role of housing developers is to provide all basic amenities like good quality and
timely delivery of the property. It is very important that the consumers are satisfied with
the developers work and remain associated with it. Mukhija (2004) examines the policy
advice of enabling markets and market-based actors to provide affordable housing in
developing countries. In this case, after receiving public sector help, the developer
stopped constructing housing for low-income groups. The paper argues for a more
cautious, circumspect and varied approach because enabling strategies focused on market
actors can produce highly uncertain outcomes. In addition, it emphasizes that policy-
makers need a better understanding of how the informal and formal sectors can overlap.
Enabling informal developers can be even trickier because public support can reduce
their flexibility and incentives, as well as impacting on the expectations and opportunities
of the home-buyers.
Real estate market is experiencing a good growth these days. With an increase in the
buying power, the demand for acquiring residential property is increasing as well as the
Commercial Real estate sector.The advantage of commercial projects is the attractive
leasing rates which have impressive returns.Selling price and marketing time also plays a
vital role and marketing time varies with the level of contract mortgage rates for houses
of equal quality.The role of housing developers is to provide all basic amenities like good

16. quality and timely delivery of the property. It is very important that the consumers are
satisfied with the developers work and remain associated with it.

17. RESEARCH METHODOLOGY
OBJECTIVES:
 To study the consumer behavior in the real estate market for residential purpose
for Amrapali Group.
 To study the various factors affecting the consumers buying decision in case of
residential property.
 To find out the expectations & need of the consumers from Amrapali Group.

18. RESEARCH METHODOLOGY
RESEARCH
Research can be defined as : “a careful investigation or inquiry specially through search
for new facts in any branch of knowledge.”
Research is, thus, an original contribution to the existing stock of knowledge
making for its advancement.
RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure.
TYPE OF RESEARCH
The research type is DESCRIPTIVE RESEARCH; it includes surveys and fact-finding
enquiriesof different kinds. The major purpose of descriptive research is description of
the state ofaffairs as it exists at present.
TYPE OF QUESTIONS
Standard questions.
(Attached Annuxure)
TYPE OF ANALYSIS
Statistical analysis
RESEARCH TECHNIQUE

19.  Survey method technique was used.
 Contact method
 Interviews with the respondents.
SAMPLING PLAN
 Sample size: The overall sample size was 40 consumers (20 are already booked
& 20 are first time visitors.)
 Sample element: Potential buyers of residential property.
 Sample location: Noida Extension
SAMPLING TECHNIQUE
 Convenience Non Probability sampling technique has been used.
 Convenience sampling is used in this study because it allows the researcher to
obtain basic data & trends about the customer preference & buying behavior
without much complication.
The main advantage of using Convenience sampling in this research is:
 It is an inexpensive research technique.
 Data collection is faster & accurate due to Convenience Sampling technique.
Respondents are chosen according to the researcher convenience which results in
faster collection of data & is highly accurate as less amount of time is taken of
respondents in filling up the questionnaire.
 Quality of the data is high because respondents do not have to recall the
parameters as they are already mentioned in the questionnaire which raises the
quality.
RESEARCH INSTRUMENT
The research instrument used was the Direct Interaction with the consumers &
Questionnaire was used.
As the questionnaires is a series of questions asked to individuals to obtain statistically
useful information about a given topic.
When properly constructed and responsibly administered, questionnaires become a vital
instrument by which statements can be made about specific groups or people or entire
populations.

20. They are a valuable method of collecting wide range of information from a large number
of individuals or respondents.
DATA ANALYSIS & INTERPRETATION
COLLECTION:
Questions asked to various buyers in a non-randomly selected sample of 40 persons &
were interviewed using a questionnaire.
DEMOGRAPHIC PROFILE:
Primary data is important for all areas of research because it is unvarnished information
about the results of an experiment. It is like eyewitness testimony at a trial. No own has
tarnished it or spun it by adding their own opinion or bias so it can form the basis of
objective conclusions.

21. The questions asked to various consumers in statistically selected sample of 40 persons
who were interviewed using a questionnaire.
SECONDARY DATA:
The research is done completely on survey basis, only briefs with respect to certain
statistical figures of the real estate sector has been referred from such sources such as
Web, etc.
ANALYSIS:
(Consumers which have already booked their flats)
AGE:
Age No. of people
Below 25 yrs 0
25-35 yrs. 6
35-45 yrs. 12
45-55 yrs. 1

22. Above 55 yrs 1
Fig.1: Interpret thatpeople who are interested & booked took time to
evaluate before making decision & still after, backed their conscious via
confirming visits.
FLAT AREA SEEMED BY THE CONSUMERS
Flat area No. of people
800-1000 sq.ft. 8
1000-1200 sq.ft. 8
1200-1400 sq.ft. 2
1400-1600 sq.ft. 2
0%
30%
60%
5%
5%
No.of people
Below 25 yrs
25-35 yrs.
35-45 yrs.
45-55 yrs.
Above 55 yrs

23. Fig.3: Interpret that the most of the people in that area were seeking for 800-
1000 sq.ft. &1000-1200sq.ft. Of area which shows that people were looking
for small size flats for them.
RENTAL PREVIOUS RESIDENCE
Previous residence rental No. of people
Yes 4
No 16
40%
40%
10%
10%
No. of people
800-1000 sq.ft.
1000-1200 sq.ft.
1200-1400 sq.ft.
1400-1600 sq.ft.

24. Fig.4: Interpret that from the survey 80% of the people had their own
residence in the NCR region but the thought of second home & a property of
great appreciation is an appealing criteria for the purchase.
TYPE OF PREVIOUS RESIDENCE
Previous residence No. of people
Developer house 2
Independent house 10
Society flats 6
Others 2
20%
80%
No. of people
yes
no

25. Fig.5: Interpret that most of the people were residing in their own
independent house& after that they were looking for a new property.
AMRAPALI QUALITY
Amrapali quality Excellent Good Satisfactory
Not
Good
Amrapali Website 3 13 3 1
Project Brochure 6 13 2
10%
50%
30%
10%
No.of people
Developer house
Independent house
Society flats
Others

26. Overall Appearance of Office 7 10 3
Information Quality given by the Team 6 11 3
Overall experience 7 10 3
Fig.7: Interpret that satisfaction level is maintained throughout the factors
considered.
PEOPLE FOUND ADVANTAGES IN AMRAPALI
Advantages found in Amrapali No. of people
Location 17
Price 16
0
2
4
6
8
10
12
14
Amrapali
Website
Project
Brochure
Overall
Appearance of
Office
Information
Quality given
by the Team
Overall
experience
Excellent
Good
Satisfactory
Not Good

27. Construction 9
Possession 0
Fig.8: Interpret that most of the people found “Location” as the most
important advantage of the Amrapali Group.
41%
38%
21%
0%
Advantage
Location
Price
Construction
Possesion

28. VISIT TO OTHER GROUPS
Visit to other groups No. of people
Yes 12
No 8
Fig.9: Interpret that 60% of people visited the other groups & then chooses
AMRAPALI shows how there is difference between the Group & the rest.
60%
40%
No. of people
Yes
No

29. (Consumers which were the first time visitors)
AGE
Age No. of people
Below 25 yrs. 4
25-35 yrs. 12
35-45 yrs. 4
45-55 yrs. 0
Above 55 yrs. 0
Fig.10: Interpret that the people who were the 1st
time visitors were the
young investors or early age home seekers.
20%
60%
20%
0%
0%
No. of people
Below 25 yrs.
25-35 yrs.
35-45 yrs.
45-55 yrs.
Above 55 yrs.

30. HOW PEOPLE CAME TO KNOW ABOUT “AMRAPALI GOLF
HOMES”
Came to know about AMRAPALI GOLF HOMES No. of people
Newspaper ads 3
Television ads 1
Website 4
Word of Mouth 8
Broker 2
Outdoor 2
Others 0
15%
5%
20%
40%
10%
10%
0%
No.of people
Newspaper ads
Television ads
Website
Word of Mouth
Broker
Outdoor
Others

31. Fig.11: Interpret thatAmrapali has good brand reputation & brand
recognition&other modes of media are also adding a feather to the cap when
talking about the brand recall.
AMRAPALI QUALITY
Amrapali quality Excellent Good Satisfactory Not Good
Amrapali Website 4 11 5
Project Brochure 13 7
Overall Appearance of Office 9 10 1
Information Quality given by Team 8 12
Overall Experience 6 13 1

32. Fig.12: Interpret thatalthough people rated some of the features of Amrapali
fairly above average but still recognition & trust carries the brand a far.
0
2
4
6
8
10
12
14
Amrapali
Website
Project
Brochure
Overall
Appearance of
Office
Information
Quailty given
by Team
Overall
Experience
Excellent
Good
Satisfactory
Not Good

33. PEOPLE FOUND ADVANTAGES IN AMRAPALI
Advantages found in Amrapali No. of people
Location 11
Price 13
Construction 2
Possession 0
Others 1
Fig.13: Interpret that having the distinguished prices in terms of cost
effectiveness& transparency of all inclusive rates somehow appealed when
compared to competitors.
41%
48%
7%
0%
4%
No. of people
Location
Price
Construction
Possession
Others

34. VISIT TO OTHER GROUPS
Visit to other group No. of people
Yes 12
No 8
Fig.14: Interpret that despite being in the era of information overload people
few trust the brand as it is & rest being calculative tend to justify their
conscious & take a assuring decision.
60%
40%
No. of people
Yes
No

35. FINDINGS:
 As per the analysis, it shows that the consumers who are the 1st
time visitors are
the early investors or can say early home seekers in comparison those who
already booked their flats in the NOIDA EXTENSION Region.
 Research shows that among the factors which affect the behavior of the consumer
in buying a property is Project Locationis an important factor but in association
with Public Services.
 Analysis shows that the people most of them were residing in their own
independent house & after that they purchased a new house for themselves. In a
way that financial independence is what today generation is seeking for.
 According to the analysis, it shows that people got to know about the group or
project mostly by the print media& through Word of mouth.

36.  Analysis shows that many of the consumers rated Amrapali group fairly above the
average in terms of relative description about project brochure & company
website.
 Research shows that the best advantage of the group is the Location &
Consolidated Pricing they are offering to the people for the product.
CONCLUSION
AMRAPALI GROUP is a leading real estate company and it would not be wrong to state
that Amrapali Grouphas a valuable presence in real estate market. The company is poised
to be the most profitable company in NOIDA EXTENSION.
This project gave an opportunity to know in detail about the Residential side of the Real
Estate Sector.
It helped in knowing about the consumer behavior and what parameters are they looking
before buying a property.
Amrapali’s promotional and advertisement activities are excellent but they should try to
focus more on enhancing their technology and maintain their brand name.
Amrapali’s basic presence is in Northern India, especially in Delhi and NCR Region and
the group is also having with various other projects in Udaipur, Vrindavan, Indore,
Raipur and Jaipur but for further growth, it has to come up with projects all across India.

37. Amrapali is a group with so much of brand recall & recognition that people who had
already booked their flats are coming back to buy a new flat or invites new people to buy
the flats.
As the location & price of the projects is the best factor which attract more & more
consumers towards the brand.
RECOMMENDATIONS
1) Most of the Amrapali’sprojects are Residential but having the potential they should
come out with vibrant possibilities for commercial& attract valued retailers.
2) Demand for ready to move in projects are always there but this territory enjoys under
construction property exposure but the customer over here knows the value and the
advantages of having patience of witnessing property growth & enumerating the
appreciations in the coming future.
3) Customers are looking for those builders which use excellent construction material and
provide them timely possession of the property. Reputation of the builder depends upon
how particular the builder is in delivering the property and Amrapali need to focus on
maintaining his reputation by scheduled completion of the projects.

38. 4) More focus should be given on the aggressive promotion strategies as remains of
inventory is still in a great volume
SCOPE
This study will be beneficial to AMRAPALI GROUP to know about different
consumer behaviors towards the Residential Property in Noida Extension.
Also the company comes to know, what are the various factors which affect the
behavior of the consumers in buying the property.
Company comes to know the expectations & needs of the consumer for future
prospects.
Hence, this study will provide information to company & consumers.

39. LIMITATIONS
1. The survey was restricted to a selected area in the Noida Extension area.
2. The sample size of the survey was less in number.
3. Rainy season was a hurdle for this survey.
4. The response from the respondents was fair enough.
5. The survey area was a bit far from the city of Noida.

40. BIBLIOGRAPHY
 http://www.ibef.org.com/
 http://en.wikipedia.org/wiki/Real_Estate
 http://www1.grantthornton.in/html/gt_insight/real-estate/investment-scenario/
 http://www.sooperarticles.com/real-estate-articles/property-investment-
articles/overview-real-estate-scenario-india-2013-1193050.html

41. ANNUXURE
(QUESTIONNAIRES FOR THOSE WHO ALREADY BOOKED THEIR
FLATS)

42. Questionnaire
Name:
Occupation
Age:
Below 25 yrs. 25-35 yrs.
35-45 yrs . 45-55 yrs.
Above 55 yrs .
1. To what extent do the following factors influence your choice of a housing
complex:
NOT AT ALL VERY LARGE
EXTENT
Location (1 2 3 4 5)

43. Price range (1 2 3 4 5)
Connectivity to public transport (1 2 3 4 5)
Proximity to work place (1 2 3 4 5)
Availability of loan (1 2 3 4 5)
Easy flexible payment plan (1 2 3 4 5)
Density of Population (1 2 3 4 5)
Water & Power Availability (1 2 3 4 5)
Security (1 2 3 4 5)
Car Parking (1 2 3 4 5)
Club Membership (1 2 3 4 5)
Possession Time (1 2 3 4 5)
Public Services (1 2 3 4 5)
2. How much area f FLAT are you seeking?
800-1000sq.ft. 1000-1200sq.ft.
1200-1400sq.ft. 1400-1600sq.ft.
3. Your previous residence was a:
(Mention if rental- Yes No )
Developer housing complex
Independent house
Society flats
Others

44. 4. How do you come to know about “AMRAPALI GOLF HOMES “of AMRAPALI
GROUP?
Newspaper Ads Television Ads
Website Word of Mouth
Broker Outdoor
Others
5. Please rate the AMRAPALI in following quality:
EXCELLENT GOOD SATISFACTORY NOT GOOD
Amrapali website
Project Brochure
Overall Appearance Office
Information Quality
given by the Team
Your overall Experience with
Amrapali so far.
6. What are the differences you find?

45. Location Price
Construction Delivery time
Others please mention:-
(You can mark more than 1)
7. Any other suggestions
8. Have you also visit other groups?
Yes No
Please specify:
(Questionnaire for those who visit for the 1st time)
QUESTIONNAIRE
1. How do you come to know about “AMRAPALI GOLF HOMES “of AMRAPALI
GROUP?
Newspaper Ads Television Ads
Website Word of Mouth
Broker Outdoor
Others
2. Please rate the AMRAPALI in following quality:
EXCELLENT GOOD SATISFACTORY NOT GOOD

46. Amrapali website
Project Brochure
Overall Appearance Office
Information Quality
given by the Team
Your overall Experience with
Amrapali so far.
3. What are Advantages you find in AMRAPALI?
Location Price
Construction Possession time
Others please mention:-
(You can mark more than 1)
4. .Any other suggestions:

47. 5. Have you also visit the other groups?
Yes No
Please specify:-
Name:
Occupation
Age:
Below 25 yrs. 25-35 yrs.
35-45 yrs . 45-55 yrs.
Above 55 yrs .