CONTENTS
ACKNOWLEDGEMENT ii
ABSTRACT iii
ABBREVIATIONS vii
1. INTRODUCTION 1
1.1 NEED FOR THE STUDY 1
1.2 OBJECTIVES 1
1.3 SCOPE OF THE STUDY 2
1.4 RESEARCH DESIGN 2
1.4.1 Primary Data 2
1.4.2 Secondary Data 2
2. LITERATURE 3
2.1 Real Estate 3
2.2 Real Estate Market of India 3
2.3 Marketing – Real Estate’s Perspective 4
2.3.1 The Real Estate Market System 5
2.3.2 What is a Marketing Strategy? 5
2.4 The Need 6
2.4.1 Case 1: Ahmedabad 6
2.4.2 Case 2: Mumbai 7
2.4.3 Establishing the target market 9
2.4.4 Customers v/s Influencers 10
2.5 The Supply 10
3. DATA COLLECTION AND ANALYSIS 12
3.1 Methodology of Data Collection 12
3.2 Calculation of Sample Size 13
3.3 Case Studies 13
3.4 Questionnaire Responses 14
3.4.1 Affordable Housing Sector (Developer Interview Responses) 14
3.4.2 Affordable Housing Survey (Consumer Affordability) 16
3.4.3 HIG/HNI Housing Sector (Developer Interview Responses) 17
3.4.4 HIG/HNI Housing Sector (Consumer Perception Survey) 19
3.5 Methodology of Analysis 22
3.6 Analysis 23
3.6.1 Affordable Housing Sector – Analysis 23
3.6.2 HIG/HNI Housing Sector – Analysis 25
3.6.3 Unsold Inventories: Findings 28
3.7 Government Inputs 29
4. CONCLUSION/INFERENCES 30
4.1 Proposition of Marketing Campaign 30
4.2 Conclusion 32
REFERENCES 33
ANNEXURE 34
Questionnaire 1: CONSUMER SURVEY 34
Questionnaire 2: DEVELOPER INTERVIEW 35