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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.
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.
E=Performance =Satisfy
E>P-Expectation=Dissatisfy
E<P =Delight
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
Parvati,
Deccan Gymkhana,
Pune 411009
(Konar Estate)
(Pradeep Chambers)
Pune H.O.,
Deccan Gymkhana,
Kalyani Nagar
(PSC House)
Deccan Gymkhana,
Yerwada,
(DSK House)
Shivajinagar H.O.,
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:
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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
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 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:
Rainwater Harvesting
Solar Energy
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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
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
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
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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
H.O.D. - Purchase
Purchase
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Anil Suratwala
22
D.S. Thorat
23
Rupam Singh
24
Abhay Deshpande
25
Niranjan Bhatkulkar
26
Ravindra D. Patil
27
Rajendra Bhagat
Sales Manager
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
Residential Projects
Commercial Projects
IT / BTS Projects
Investment Opportunities
Future Projects
Completed Projects
15
Kumar Meadows
Kumar Kruti
Buena Vista
Windsor Park
Kumar Puram
Sophronia
Kumar City
Laxmi Vilas
Hillscape
Kumar Surkasha
Kumar Dhruv
Kumar Sahawas
Kubera Sankul
Kumar Shantiniketan
Kubera Vihar
Kumar Sansar
i-Life
16
17
18
19
Period of the Research 1th Jan 2015 to 2nd March 2015 (2 months)
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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
Nature of Study
Type of Questionnaire
Type of Questions
Qualitative
Structured
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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
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 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
No. of Respondents
36
49
15
% of Respondents
36%
49%
15%
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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.
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.
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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.
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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
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.
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.
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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.
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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.
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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.
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.
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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.
10) It was found that the close competition of KBC were Vascon, Bramha Builders &
Nyati Builders which were mostly known by the respondents.
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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.
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.
Adverting and other sales promotion tools have a great effect on sales of the
residential property
SUGGESTIONS
FOLLOWING ARE SUGGESTION FROM THE STUDY
1.
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.
4.
5.
KBC should take mass media such as television more precisely cable
media to target local customers.
6.
7.
8.
BIBLIOGRAPHY
TYPE: - MLA
Books referred
Title
: - Marketing Management
: - Philip Kotler
Title
: - Marketing Research
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: - Thomas C Kinnear
Title
: - J. Paul Peter
Title
: - Research Methodology
: - 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
No
On rental
Others
Hadapsar
Kalyani nagar
Pashan
Baner
Katraj
Kondwa
Price
Transportation facility
Accessibility to market
Others ___________________________________________
Quality
38
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
No
Good
Average
9. During which duration of the year normally would you like to purchase residential
properties?
Jan. to Apr.
May to Aug.
Sep. to Dec.
1BHK Flat
2BHK Flat
3BHK Flat
Bungalows/Row House
Others
39
Lum sum
Installments
Others
__________
Signature
1.
40