A STUDY ON BRAND AWARENESS TOWARDS ETA STAR PROPERTY DEVELOPERS - CHENNAI.

Project Report

Submitted in partial fulfillment of the requirements for the Award of the Degree of
MASTER OF BUSINESS ADMINISTRATION Submitted By

AHAMED HASAN.A
Reg. No: 06MBA004

Under the guidance of

Dr.S.S.SHEIK MOHAMAD M.COM. M.Phil.Ph.D., Assistant Professor of Management Studies

JAMAL INSTITUTE OF MANAGEMENT JAMAL MOHAMED COLLEGE (Autonomous) TIRUCHIRAPPALLI 620 020. April - 2008

JAMAL INSTITUTE OF MANAGEMENT

JAMAL MOHAMED COLLEGE (Autonomous)
TIRUCHIRAPPALLI 620 020.

CERTIFICATE This is to certify that the Project report entitled A STUDY ON BRAND AWARENESS Mr.A.AHAMED TOWARDS HASAN with ETA STAR PROPERTY in partial DEVELOPERS, CHENNAI is a bonafide record of the work done by RegisterNo.06MBA004 fulfillment of the requirement for the award of degree of
MASTER OF BUSINESS ADMINISTRATION,

affiliated to the Bharathidasan

University, submitted to the Jamal Mohamed College (Autonomous) during the year 2007-2008.

Member In-Charge Guide External Examiner

Project

ACKNOWLEDGEMENT At the out set, I wish to express my sincere thanks to the almighty for showering his blessing on me to complete this project. I am deeply indebted to the Principal/Director Dr. M. SHEIK MOHAMED, Jamal Mohamed College for having given me the opportunity to do this professional course in this institution. I am very much grateful to Prof.BEJOY JOHN THOMAS, Member-inCharge, Jamal Institute of Management, Jamal Mohamed College for given an official permission to do this project work. Words alone cannot express my deep sense of gratitude to Just Dr.S.SHEIK MOHAMAD, Jamal Institute of Management whose guidance made this Final project works an enlightening educational record. I sincerely thank the faculty members, Jamal Institute of Management for their encouragement and support. It is my duty to express my sincere and heartful thanks to Mr. A.G.A. AHAMED RIFAI, Managing Director of WEST ASIA EXPORTS & IMPORT (P) Ltd., Chennai and also Mr. H.SULAIMAN SATHAK, Executive of WEST ASIA EXPORTS & IMPORTS (P) Ltd, Chennai. I thank to all staff of ETA STAR PROPERTY DEVELOPERS, Chennai. Last but not least I like to thank my parents, and friends for their moral support for completing this project work successfully.

AHAMED HASAN.A

Synopsis

The main objective of the study is to find brand awareness towards ETA Star Property Developers in Chennai The primary data were collected through a structured questionnaire. To ascertain the brand awareness parameters such price, property type, advertisements, other brands have been covered. Data have been presented in table and graphs have been used to represent the data. The final project work was done in the ETA Star Property Developer. Under the topic - A study on Brand Awareness of ETA Star Property Developers - Chennai. The objective of study was to find out brand awareness of Property brands among the consumer. Primary data were collected by a questionnaire adopting convenience sampling method from respondents like professionals, business people and employees. The sample size was chosen to be 50 numbers. Secondary data were collected from companies internal sources, journals and website.. For this study various factors were carefully analyzed and interpretation finding and suggestions were made on the basis of opinions collected from the respondents.

CONTENTS
s.no CHAPTER I Page No. INTRODUCTION AND DESIGN OF THE STUDY 1 (i) (ii) (iii) (iv) Research Problem Research Objective Review of Literature Research Methodology (a) Research Design (b) Nature of Data (c) Universe (d) Method of Data Collection (e) Sample Size (f) Sampling Method Limitations 5

(v) CHAPTER II

7 8 12 21 60,61,62 63 64

PROFILE Industry Company DATA ANALYSIS AND INTERPRETATION FINDINGS, SUGGESTIONS AND CONCLUSION BIBLIOGRAPHY ANNEXURE

CHAPTER III CHAPTER IV

LIST OF TABLES
S.no 1 Age

Particulars

Page. no
21

2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

Occupation Family Type Family size Own Property Type of Own Property Other type of Property Need own house in Chennai Awareness of ETA Star Property Source of awareness Media of advertisements Interest to purchase another property Preference of Property brands Source of awareness of various companies Purchase residential property at Chennai opinion BUDGET Vicinity near a residency Suggestions to the company Towards improvement Improvements

23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57

LIST OF CHARTS
S.no 1 2 3 4 5 6 Age Occupation Family Type Family size Own Property Type of Own Property

Particulars

Page. no
22 24 26 28 30 32

7 8 9 10 11 12 13 14 15 16 17 18 19

Other type of Property Need own house in Chennai Awareness of ETA Star Property Source of awareness Media of advertisements Interest to purchase another property Preference of Property brands Source of awareness of various companies Purchase residential property at Chennai opinion BUDGET Vicinity near a residency Suggestions to the company Towards improvement Improvements

34 36 38 40 42 44 46 48 50 52 54 56 58

INTRODUCTION AND DESIGN OF THE STUDY

Definition:
A gauge of marketing effectiveness measured by the ability of a customer to recognize and/or recall a name, image or other mark associated with a particular brand. In today's most competitive atmosphere, it is critical for retailers to maintain and build on their brand awareness, as well as reinforce the value proposition of their market. BRAND AWARENESS Brands were originally developed as labels of ownership: name, term, design, and symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.

The act of creating public awareness of a specific brand in order to maximize its recognition, successful brand awareness strategies should define a company and set it apart from competitors Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction. The level of brand recognition that consumers have of a particular brand and its specific product category. Brand awareness examines three levels of recognition: whether the brand name is the first to come to mind when a consumer is questioned about a particular product category; whether the brand name is one of several that come to mind when a consumer is questioned about a particular product category; and whether or not a consumer has heard of a particular brand name.

Brand awareness is used to understand brand penetration and assist in determining "cost of growing" brand awareness during strategic planning phase of brand planning. Public awareness of Brand can be a result of surveys and other data studies for and after utilization of different communication channels (TV, Audio, print media, etc) Brand awareness is in the Advertising, Marketing, & Sales subject. Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales. Consumer goods manufacturers face unique challenges when rolling out CRM applications, compared with other industries such as insurance or finance. For one thing, they don't typically focus on supporting call centers or remote sales force automation processes, but rather on building better marketing and sales campaigns. And they

generally don't have direct contact with the end consumer, but rather deal exclusively with a middleman retailer or product distributor. Degree to which a consumer recognizes and recalls a particular brand. Analysis of brand awareness also includes strategic awareness, asking why a brand is recalled. Building brand awareness involves creating a broad sales base and can involve operating outside the normal media channels by using events promotion, product placement, guerrilla marketing, and other less conventional methods of reaching the consumer. The likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product. Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales.

For example, in the soft drink industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share.

Examples: In today's most competitive atmosphere, it is critical for retailers to

maintain and build on their brand awareness, as well as reinforce the value proposition of their market.

ETA Star Property Developers brand awareness: ETA Star Property Developers is the property development arm of the ETAAscon Group. The Companys prime objective is to harness the growing commercial

opportunity in Dubai's freehold market. Developments of over 900,000 m 2 of built-up area are already underway and many more are planned over the coming months. ETA Star's portfolio currently includes commercial and residential properties such as 23 Marina, Liberty House, Goldcrest Executive, Goldcrest View-2, The Belvedere and The Palladium. In addition, the company is developing commercial and hospitality projects at the DMC complex, Palm Jumeirah Crescent, Port Saeed, Salahuddin Road and other prime locations in the UAE."Our project at the Palm Jumeirah is something we're really looking forward to. We like to do projects that people can enjoy - not just four walls and a ceiling," said Rayomand Dastur, COO, ETA Star.At this year's Cityscape Dubai, ETA Star announced plans to develop a $1.4 billion mixed-use project at Dubai Waterfront, which is set for launch early next year. The firm also launched a $680 million low-rise residential community, called La Italia, at Falcon City of Wonders in Dubailand. The projects will take the company's portfolio up to around US $7 billion. "We shall roll out some of our new projects during the second quarter of next year," added Dastur. "We are planning something special to try and offer a project that will add value to the city and also give the customer a sense of owning property that is really worth the money. "The establishment of ETA Star Property Developers marks the transition of the group from a contracting firm to a full-fledged property developer which not only builds but also markets its projects under its own banner. The company is also developing projects in Southeast Asia, India, Sri Lanka and Pakistan. "From being Dubai-centric, ETA Star Property Developers is now operating across India and is involved in developing major residential projects, special economic zones and IT parks," said Shyam Sunder, the company's general manager of marketing. Plans are also underway for a move into Oman early next year, followed by North Africa, Turkey and Saudi Arabia.

"We are definitely interested in moving into Saudi Arabia, but it's a bit premature right now. We're beginning with Oman, and plan to announce a fairly large development there within the next six months. It will be a mixed-use commercial and residential project in a good location," added Sunder

RESEARCH PROBLEM: The study is aimed to know the customer opinion and level of the Brand awareness of ETA Star Property Developers Chennai. RESEARCH OBJECTIVES: To study the Awareness level of the Chennai people towards the brands in property developers. To Asses the preferences of the consumer of different types of brand. To examine the expectations of the consumer towards the type of the property. To find out the potential of the consumer on buying property To offer valuable suggestions to improve the sales of ETA Star brand. REVIEW OF LITREATURE:

Title: Building Brand Awareness in dynamic Oligopoly Markets Authors: Naik, Prasad Prasad, Ashutosh Sethi, Suresh Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition. Consequently, we lack both the empirical knowledge and normative understanding of building brand awareness in dynamic oligopoly markets. To address this gap, we propose an N-brand awareness formation model, design an extended Kalman filter to estimate the proposed model using market data for five car brands over time, and derive the optimal closed-loop Nash equilibrium strategies for every brand.

The empirical results furnish strong support for the proposed model in terms of both goodness-of-fit in the estimation sample and cross-validation in the out-of-sample data. In addition, the estimation method offers managers a systematic way to estimate ad effectiveness and forecast awareness levels for their particular brands as well as competitors' brands. Finally, the normative analysis reveals an inverse allocation principle that suggests--contrary to the proportional-to-sales or competitive parity heuristics--that large (small) brands should invest in advertising proportionally less (more) than small (large) brands. RESAERCH DESIGN: Research design is a planning action, which specifies the methods and procedure for collecting and analyzing the data to understanding the study. The design applied in this research is descriptive research design. NATURE OF DATA:

The primary data were collected from the Chennai City people. UNIVERSE: The total universe for the study was population of whole of Chennai. METHOD OF DATA COLLECTION: The method of data collection used in this project is questionnaire. The survey research was done in the form of personal interviews with the help of questionnaire. QUESTIONNAIRE DESIGN: A questionnaire is simply a formalized schedule to obtain record specified and relevant information with tolerable accuracy and completeness. SAMPLE SIZE: A sample size refers to the numbers of items selected from the universe to constitute a sample. Sample size for the study is 50. SAMPLING METHOD: The sampling method used in this project is convenient sampling.

LIMITATIONS OF THE STUDY

The primary data were collected from the respondents who were busy in their jobs. Many felt it as intrusion. Hence, they were hesitant and less serious about answering the questions but the researcher made a maximum effort to elicit the opinion of the consumer.

The Customers co-operation in responding to the questionnaire was not encouraging. But maximum persuasion is made to elicit the opinion of the consumers.

Time factor is the major constraint because the study has to be finished within 45 days as per college regulation. Cost factor is also vital for any activity including the projects.

The opinions elicited from the research conducted cant be taken as the opinion of whole population

REAL ESTATE Real estate is a legal term (in some jurisdictions, notably in the USA) that encompasses land along with anything permanently affixed to the land, such as buildings, specifically property that is stationary or fixed in location.[1] Real estate is often considered synonymous with real property (also sometimes called realty), in contrast with personal property (also sometimes called chattel or personality). However, in some situations the term "real estate" refers to the land and fixtures together, as distinguished from "real property," referring to ownership rights of the land itself.

The terms real estate and real property are used primarily in common law, while civil law jurisdictions refer instead to immovable property. In law, the word real means relating to a thing (res/rei, thing, from O.Fr. reel, from L.L. realis "actual," from Latin. res, "matter, thing"), as distinguished from a person. Thus the law broadly distinguishes between "real" property (land and anything affixed to it) and "personal" property (everything else, e.g., clothing, furniture, money). The conceptual difference was between immovable property, which would transfer title along with the land, and movable property, which a person would retain title to. The oldest use of the term "Real Estate" that has been preserved in historical records was in 1666. The word is not derived from the notion of land having historically been "royal" property. The word royaland its Portuguese cognate realcome from the related Latin word rex-regis, meaning king.

Real estate terminology and practice outside the United States

Real estate as "real property" in the U.K. In British usage, real property, often shortened to just property, generally refers to land and fixtures as such while the term real estate is used mostly in the context of probate law, and means all interests in land held by a deceased person at death excluding interests in money arising under a trust for sale of or charged on land. See Real property for a definition and Estate agent for a description of the practice in the UK. French, Italian, Portuguese, Spanish and German usages of the term. In French, Italian, Portuguese, Spanish and German, real estate is called "immovable" (French: immobilizer, Italian: immobiliare, Portuguese: imvel, Spanish: inmueble and German: Immobilie); other property is called "movables" (French: mobilize and Spanish: mueble) Real estate in Mexico and Central America

The real estate business in Mexico and Central America is different from the way that it is conducted in the United States Some similarities include a variety of legal formalities, (with professionals such as real estate agents generally employed to assist the buyer); taxes need to be paid (but typically less than those in U.S.); legal paperwork will ensure title; and a neutral party such as a title company will handle documentation and monies in order to smoothly make the exchange between the parties. Increasingly, U.S. title companies are doing work for U.S. buyers in Mexico and Central America. Prices are often much cheaper than most areas of the U.S., but in many locations prices of houses and lots are as expensive as the U.S., one example being Mexico City. U.S. banks have begun to give home loans for properties in Mexico, but, so far, not for other Latin American countries. One important difference from the United States is that each country has rules regarding where foreigners can buy. For example, in Mexico, foreigners cannot buy land or homes within 50km of the coast or 100km from a border, while, in Honduras, they may buy beach front property. There are also different special rules regarding certain types of property: ejidoscommunally held farm propertycannot be sold to anyone, but that does not prevent them from being offered for sale. Many websites advertising and selling Mexican and Central American real estate exist, but they may need to be researched. Mortgages in real estate In recent years, many economists have recognized that the lack of effective real estate laws can be a significant barrier to investment in many developing countries. In most societies, rich or poor, a significant fraction of the total wealth is in the form of land and buildings. In most advanced economies, the main source of capital used by individuals and small companies to purchase and improve land and buildings is mortgage loans (or other

instruments). These are loans for which the real property itself constitutes collateral. Banks are willing to make such loans at favorable rates in large part because, if the borrower does not make payments, the lender can foreclose by filing a court action which allows them take back the property and sell it to get their money back. For investors, profitability can be enhanced by using an off plan or pre-construction strategy to purchase at a lower price which is often the case in the pre-construction phase of development. But in many developing countries there is no effective means by which a lender could foreclose, so the mortgage loan industry, as such, either does not exist at all or is only available to members of privileged social classes. Real Estate in India Real estate in India is touching unexplored heights with property boom spreading in all directions. Property prices in India are rocketing, and not just in the big cities but also in increasing number of smaller towns. As tech boom spreads across the country and the economy grows at faster than 8% a year, more Indians are buying homes than ever before and the real estate is attracting more and bigger investors, majority of them from abroad. The new stand adopted by Indian government regarding foreign direct investment (FDI) policies has encouraged a growing number of countries to invest in Indian Properties. According to Merrill Lynch, the Indian realty sector is expected to grow from $12 billion in 2005 to $90 billion by 2015. In the past year and a half, land prices have escalated by 30% to 100%. Such a steady rise in value has attracted leading foreign investors like Morgan Stanley and Merrill Lynch, who are investing heavily with local builders. Foreign companies have also poured money into funds that invest in Indian developers. India is now believed to be one of the last major countries in Asia with an improving real estate market. Being boosted by the investment spree of the foreign companies and NRIs, there has been a rush in the real estate India market. Starting from the Grade 1 cities like Mumbai, Chennai, Bangalore, Hyderabad, Delhi, Kolkata, Pune, Gurgaon and Noida till

the second level cities like Ahmedabad, Kochi, Coimbatore, Jaipur, Chandigarh, Ludhiana, Gwalior, Pondicherry and Dehradun, are showing phenomenal growth. Maximum Indian property is alluring and attracting people from all around the globe thats why nowadays everyone is looking for a good property in India. Indian property never had such kind of boom and this has been only been possible because of the governments new policy of allowing foreign investors to invest in Property in India as well as due to fact that a lot of townships have sprung up in most parts of India, thanks to various famous builders. Property developers - Chennai Established by the English East India Company as a fort, Chennai was until recently known as Madras. Its one of the four maiden metropolitan cities of India and an important sea port and commercial hub as well as an important tourist destination. This is the reason why buying a property in Chennai will surely strengthen you financially. Chennai is also famous for the variety of south Indian cuisine that is available almost everywhere in Chennai at extremely affordable prices because of the fact that it is the staple diet of people here. And seeing this we can say that there is or will be an excessive demand of Chennai properties. If we travel few years back we come to know that real estate in Chennai has always been an object of fantasy and dream to most of the people and the mixed Anglo-South Indian culture has always been a value adding factor for those interested in buying a property in Chennai. Chennai property market has become a commercial advantage to the corporate sector and the organizations involved in off-shore work as well as the shipping sector are always on the lookout for good for buying a good property. Chennai property is also very hot selling because the city is well connected to all its satellite cities and suburbs as well as all other parts of the country which allows for very good intercity and intra-city commerce. ETA ASCON

ETA ASCON Group is primarily a Contracting firm in the U.A.E. with expertise ranging from Civil Construction to Electro Mechanical, Elevator Engineering and Facilities Management. Since its inception in 1973, the firm has completed projects in excess of Dhs. 5 Billion and numerous landmarks in the Emirates stand testimony to the firms engineering capabilities. The company is a part of Al Ghurair Group of Companies, who are the most revered and leading business house in the United Arab Emirates. The Company has undertaken a number of residential projects for major groups; to name a few, Juma Al Majid, Al Futtaim, Sultan Al Owais etc. The Dubai Business Center Opposite to Burjuman, The Deira City Centre Hotel, The Sea Shell Inn hotel apartments in Bur Dubai are a few of the projects which ASCON has constructed. As a group ETA has been involved in almost every major project in the Emirates, including projects like Jumeirah Beach Hotel, The Emmar Towers in Dubai Marina, The Twin Towers and Villas in the Emmar Hills etc. Beside Dubai, the Company has also developed high value properties in India and Sri Lanka and has delivered more than 2500 Units and developed an area of over 5 Million sq. ft. ETA ASCON has enumerable divisions in every sector related to the construction industry like Joinery and Interiors, Low Voltage Switchgear Panels, Elevators, Structural Steel fabrication, Composite Aluminum Cladding, Facility Management, Janitorial and Cleaning services, etc. These wide ranges of capabilities provide ETA ASCON the turnkey expertise to deliver a project from the drawing board to completion. ETA ASCON over the years has been involved in several commercial and residential projects in Dubai, where the Company owns premium Real Estates. In all, the company aims to bring in its in-house expertise in the construction business gained over the last 30 years to the advantage of its customers and deliver value for money.

ETA STAR Property Developers is a part of ETA ASCON conglomerate, which started with a vision to become a major player in the arena of Property Development. ETA STAR offers a whole gamut of services connected with property development. The ETA - Ascon Group is committed to the highest international standards of business. A multidimensional, vastly diversified organization, the ETA-Ascon Group today stands as a pre-eminent corporate entity in the Middle East. It was established in 1973 as a joint venture between Al Ghurair Group of the United Arab Emirates, and Amana Investments Limited of Hong Kong. With headquarters in Dubai, the ETA-Ascon Group network encompasses 140 branches and associate offices in 21 countries employing over 48,000 people. The Consolidated Group turnover for year ended 2006 is US$ 4 Billion. Syed M. Salahuddin, Managing Director of the ETA Ascon Star Group, has received the Asian Business Award Middle East for 2007 in recognition for outstanding contributions to development in the Middle East. Syed M. Salahuddin was honoured with the ABA Outstanding Asian Contribution to Middle East Development at a ceremony held at the Emirates Palace Hotel in Abu Dhabi on December 8, 2007. The award has been established by the Asian Business Award Middle East (ABA ME) jury to honour Asians who have made significant contributions to the Middle East. On receiving the prestigious award, Syed M. Salahuddin said, The ETA family is extremely honored to receive this award. We thank each and everyone who has contributed to our growth and success.

"The success of ETA, which has been 'built on trust', is also a reflection of the group's power of partnership, its deep value systems and its strength in diversity," he said. The $4 billion ETA Ascon Star Group, which employs more than 54,000 people, is a deeply trusted, pre-eminent corporate entity in the Middle East. A highly diversified organisation, its operations cover over 16 industry verticals, with each vertical having a host of businesses, many of which are not only pioneers but also reigning leaders in their respective fields.

Besides generating large-scale employment and contributing to economic development, the ETA Ascon Star Group's contributions to education, community welfare and the promotion of art and culture have also been widely acknowledged. The Asian Business Awards Middle East 2007 recognizes pioneering Asian business leaders who have set new benchmarks in the Middle East business world. The nominees for the debut awards were chosen from the region and the Sub-continent In three decades, the Group has established an enviable reputation for quality, service and cost-effective technological capability, through farsightedness and sheer professionalism.

O F F I C E S I N T H E F O L L O

W I N G C O U N T R I E S : 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

ETA GROUPS OF COMPANIES:

ENGINEERING

& CONSTRUCTION

Civil Engineering Electro mechanical Works Civil Engineering Elevator& Escalator Engineering Power Distribution & Desalination Projects ETA Star International L.L.C

Trading & Shipping Trading & Shipping Division West Asia Maritime Limited Port services ETA Ship sale & Purchase Division Petroleum Products Trading Timber & Surface Material Division Star Maritime Pvt Ltd

Manufacturing & Assembling Power Control Systems & Switchgears Steel Fabrication & Profiles

Air Distribution Systems Aluminum Cladding uPVC Windows & Doors Air Conditioners Cement Joinery Marble Facilities Management, Environment & Automobiles

Engineering Maintenance Janitorial and Security Services Waste Management Services Paper and Plastic Recycling Land Transport Automobile Workshop, Taxis and Public Transport Oil & Gas Industry Retail & Leisure

Casual Apparel Jewellery Corporate & Leisure Travel Management Services Food Outlets Consumer Electronics Fashion Apparel

Corporate services Corporate Accounts Education

Human Resources Management Property Development ETA Star Property Developers Dubai Lifestyle City

ETA Star Property: Today, ETA Star Property is developing over 30 millions of square feet of premium property in countries across the Middle East and South-East Asia, including UAE, India, Sri Lanka, Pakistan and Turkey. That translates into thousands of beautiful homes and living communities, as well as, world-class business and commercial developments across the globe - all superb investment opportunities, which are fast reshaping the urban skyline. All ETA Star Property projects have unique design features, high quality finish, world-class amenities and the backing of the multi-billion dollar ETA Ascon Group. A rare promise to keep in todays swarming real estate market, every ETA Star Property is on schedule and construction is progressing at an aggressive pace. Forever in pursuit of better customer service, ETA Star Property introduces revolutionary and innovative investment opportunities for their customers with unique partnerships with leading financial institutions across the world; be it a unique Bizort or the regions first condooffices. With the robust backing of the ETA ASCON and Star group, ETA Star Property has the advantage to source all areas of expertise in-house, from conceptualizing, designing to construction and property management. Each division boasts of seasoned professionals and apart from an experienced team of in-house architects, ETA Star Property also works with renowned architects and building specialists bringing the best of technology to developing properties. Chennai, March 8 (IANS) City-based real estate Property Company ETA Star Property Developers Ltd has decided to enter Madurai, Coimbatore and Kolkata markets

with big plans. The company is part of the $4-billion turnover closely held ETA Ascon group of Dubai and has promoted projects in Chennai and Bangalore. In Coimbatore, ETA Star has acquired 80 acres for an undisclosed sum. We will build an IT special economic zone (SEZ) on 50 acres. In the balance land, we plan to build a hospital, medical college and a shopping complex, Ahamed Shakir, director of the company, told IANS. In Madurai, the company will shortly start constructing two up market residential projects on five acres. As for the companys plans in Kolkata where it has 100 acres, he said the group headquarters is in the process of chalking out the plans. Meanwhile, the group is scouting for a joint venture partner - financial and technical - for its ambitious 1,200-acre integrated township project at Sriperumbudur near Chennai. The project includes development of an IT SEZ, residential houses and apartments, hospitals, schools, hotels and serviced apartments. It is promoted by a special purpose vehicle (SPV) ETA Startech City Pvt Ltd in which the Tamil Nadu Industrial Development Corp Ltd (Tidco) will hold one percent stake. The company has acquired 350 acres and is in the process of buying the balance land. While the search for a partner is on, Shakir said ETA Startech has decided to go ahead with construction of an SEZ, a star hotel, office space, shopping mall, and food court on seven acres to start with. Speaking about the four million sq ft ETA Technopark, an IT SEZ project at Navallur near Chennai, he said that work on the remaining two blocks, each having 24 floors, will start in September. We have built and handed two blocks to HCL Technologies amounting 600,000 sq ft. The company is also promoting a 79-villa and serviced apartment project on the East Coast Road near Chennai on a 20-acre property and two commercial buildings in the heart of the city - one on Greenways Road (one acre) and the other on the Mount Road (30 grounds).

The commercial building project is planned to cash on the dearth of quality office space in Chennai. With the Indian stock markets in a state of flux ETA Star decided to shelve its public issue plans.

ETA Star Property Properties in India Recognizing the soaring potential of the Indian realty sector early on, ETA Star Property Properties has already begun investing in prime locations across the country, building iconic properties with international appeal and world-class standards. Jasmine Court Your ideal Home is a very personal picture in your mind. With the city getting more and more crowded, what you long for today, is your very own, quiet and personal Space, you can call home. The place you like coming back to after a hard days work to your home at the Jasmine Court. The Jasmine Court boasts of an impressive, breathtaking landscape with all the trappings of luxury, with amenities that only a select few appreciate. In a sprawling area of about 4.6 acres of landscaped property, its truly a court for happy living. Your space, designed to enrich your family and your home. Jasmine Court, a place for happy living is built on trust; built over thirty years of leadership by ETA Star. The global experts ETA Star, along with Bashyaam Constructions Pvt. Ltd., JV partner, and reputed architects, have taken great care to ensure, buildings are made to comply with highest international quality standards. Projects expected completion date April 2009. Chennai Citi Center Located on Dr.Radhakrishan Salai in a 3 acres land, the building has two basements for car park, shopping in ground, first & second floors, food court & multiplex cinema halls in third floor and offices in 4th, 5th & 6th floors. Chennai Citi

Centre is now a major landmark in the city. The over all built up area is about 400,000 sq.ft. TECHNOPARK This project is located at Navalur, on the Old Mahabalipuram Road, down the IT corridor, on a 26 acres plot. With 4 buildings of up to 12 storey, the overall built up area will be 2,700,000 sq.ft including the facility to park 1600 cars. Greenways Road Residential Greeways Road a prime location is one of the poshest localities in Chennai. It will have breath-taking architecture surrounded with greens and lush landscaping. These luxury apartments are designed to set trends in the city. Commercial Building at Anna Salai, Chennai A commercial complex at the Annad Theatre premises, Anna Salai is one of the most sought after commercial location in Chennai. With this property coming up Anna Salai will witness a swanky commercial complex, not seen before. Residential Apartments / Serviced Apartments Mixed Residential Development Project, Padur in OMR. The project will include residential and serviced apartments in a sprawling 7-acre land. Located on the IT corridor the project will meet excellent standards.

TABLE No.1 ANALYSIS AND INTREPRETATION

consumer opinion
TABLE NO.1 Age

Age in year 20-35 35-50 Above 50 Total

No. of Respondents 10 25 15 50

Percentage 20 50 30 100

Interpretation:

Table no2 shows the age wise classification of the respondents 50 percent of the respondents were in the age group 35-50 years, 30 percent of the respondents were above 50 years age and 20 percent of the respondents were 20-35 age.

It was inferred that 50 percent of the respondents were in the age group of 35-50 years. Chart no 1

Age: Pie diagram

30%

20%

50%

20-35

35-50

Above 50

TABLE -2 OCCUPATION

Attributes Business Govt. Employee Pvt. Employee others Total

No. of Respondents 10 5 30 5 50

Percentage 20 10 60 10 100

Interpretation: Table no1 shows the occupation of the respondents. 20 percent of the respondents were Business people, 10 percent of the respondents were Govt. Employees, 60 percent of the respondents were Private employees and the remaining 10 percent were retired employees

It was observed that 60 percent of the respondents were private employees working in various Private organizations.

CHARTS No.2 Occupation: Bar diagram

70 60 50 40

TABLE NO.3 Family Type

Attribute Nuclear Type Joint Family Total

No. of Respondents 25 25 50

Percentage 50 50 100

Interpretation: Table no 3 shows the family type of the respondents and there are equal percentages. 50 percent of the respondents were nuclear family type and 50 percent of the respondents were joint family type.

Chart no 3

Family type: Pie diagram

TABEL NO.4 Family size

No. of members Less than 3 3 to 5 Above 5 Total

No. of Respondents 5 35 10 50

Percentage 10 70 20 100

Interpretation: Table no. 4 shows the family size of respondents. 70 percent of the respondents were in the family size 3 to 5 members, 20 percent of the respondents were above 5 family size and 10 percent respondents were less than 3 family sizes.

It was observed that 70 percent of the respondents are in the family size of 3 to 5 members.

Chart no 4

Family size Cylinder chart

70 60 50

TABLE NO.5

Own Property:

Attribute YES NO Total

No. of Respondents 35 15 50

Percentage 70 30 100

Interpretation: Table 5 shows the relating to the own property of respondents. 70 percent of the respondents are having their own property and rest of the 30 percent of the didnt have own property.

It was observed that 70 percent of the respondents have own property.

Chart no 5

Own property

Pie chart

30%

TABLE NO.6

Type of Own Property:

Attribute Independent Home Independent Villas Flats Total

No. of Respondents 15 5 15 35

Percentage 43 14 43 100

Interpretation: Table no 6 shows the type of own property of respondents 43 percent of the respondents were having Independent Home, 43 percent of the respondents were having flats and 14 percent of the respondents were having Independence Villas

It was observed that 43 percent respondents of the Independence Home and Flats are in possession of.

Chart no 6

Type of Own Property:

Bar diagram

50 45 40 35

TABLE NO.7

Other type of Property:

Attribute Independent Home Flats Total

No. of Respondents 5 10 15

Percentage 33 67 100

Interpretation: Table no 7 shows the not having own property of the respondents. 67 percent of the respondents were in flats and remaining 33 percent of the respondents were in Independence Home.

It was observed that 67 percent of the respondents are living in flats.

Chart no 7

Other type of Property:

Pie chart

TABLE NO.8 Need own house in Chennai:

Attribute YES NO Total

No. of Respondents 20 30 50

Percentage 40 60 100

Interpretation: The above table shows the opinion of the respondents about the willingness and the need for purchasing own house in Chennai. 60 percent of the respondents were said that not need of owning housing and other 40 percent of the respondents said need to own house in Chennai.

It was observed that 60 percent of the respondents were said that there is no need of owning house in Chennai.

Chart no 8

Need own house in Chennai:

Pie chart

TABLE NO.9

Awareness of ETA Star Property:

Attribute YES NO Total

No. of Respondents 15 35 50

Percentage 30 70 100

Interpretation: Table no 9 shows the awareness of the ETA Star Property developers. 70 percent of the respondents were do not aware of the brand and remaining 30 percent of the respondents were familiar the brand

It was observed that 70 percent of the respondents were not aware of the brand of ETA Star Property Developers.

Chart no 9 Awareness of ETA Star Property Pie chart

TABLE No.10 Source of awareness

Attribute Advertisement Friend & Relatives Total

No. of Respondents 5 10 15

Percentage 33 67 100

Interpretation: Table no 10 shows the how the respondents knew the brand ETA Star Property Developers. 67 percent of the respondents knew the brand through Friends & Relatives and 33 percent of the respondents came to know about the brand through advertisement.

It was observed that 67 percent of the respondents knew the brand of ETA Star Property Developers through Friends & Relatives.

Chart no 10

Source of awareness

Pie chart

33%

67%

Advertisement

Friend & Relatives

TABLE NO.11 Media of advertisements:

Attribute Website TV Newspaper Fairs Others Total

No. of Respondents 5 10 25 5 5 50

Percentage 10 20 50 10 10 100

Interpretation: From the above table shows about the source of aware of the product. 50 percent of the respondents were aware of the brand through Newspaper, 20 percent of the respondents were aware of the brand through TV, 5 percent of the respondents were aware of the

brand through fairs and the remaining 5 percent of the respondents were aware of the brand through others sources .

It was observed that 50 percent of the respondents were aware of the brand through Newspaper Chart 11

Media of advertisements Bar chart

60 50 40

TABLE NO.12

Interest to purchase another property:

Attribute YES Might think NO Total

No. of Respondents 25 5 20 50

Percentage 50 10 40 100

Interpretation: Table 12 shows the opinion of the respondents already own a house and interested to buy another property in the next two years. 50 percent of the respondents were in favorable opinion, 40 percent of the respondents were negative opinion and the remaining 10 percent of the respondents said that they might consider and conditions are favorable.

It was observed that 50 percent of the respondents were not interested to buy another property in next two years because of financial and other factors

Chart no 12

Interest to purchase another property Pie chart

12. How did you know the brands? Bar diagram

40%

TABLE NO.13

Preference of Property brands

Attribute Parasavanth DLF Puravankara ETA Star Hirandani L&T Indus Total

No. of Respondents 10 20 20 15 15 45 10 135

Percentage 7 15 15 11 11 34 7 100

Interpretation: From the above table shows the respondents aware of the property brands. 34 percent of the respondents know the brand L&T, 15 percent of the respondents knew the brands DLF and Puravankara, 11 percent of the respondents knew the brands ETA Star and Hirandani, 7 percent of the respondents knew the brands Parasavanth and Indus.

It was observed that 34 percent of the respondents were aware of the property brand L&T. Chart no 13

Preference of Property brands

Bar diagram

40 35 30 25 20 15 10 5 0
DL F

38

17 8

17 12 8

L& T

Pu rav an ka ra

Pa ras av an th

Hir an da ni

Ind us

TABLE NO.14

Source of awareness of various companies

Attribute Website TV Newspaper Fairs Others Total Interpretation:

No. of Respondents 5 10 25 5 5 50

Percentage 10 20 50 10 10 100

From the above table shows the respondents awareness the brands through various media. 50 percent of the respondents were aware of the brands through Newspaper, 20 percent of the respondents were from TV, 5 percent of the respondents were through fairs and remaining 5 percent of the respondents were from other sources.

It was observed that 50 percent of the respondents aware of the various brands by the way of Newspaper.

Chart no 14

Source of awareness of various companies

Bar diagram

60 50 40 30

TABLE NO.15

Purchase residential property at Chennai opinion

Attribute YES Might think NO Total

No. of Respondents 10 30 10 50

Percentage 20 60 20 100

Interpretation: Table no 15 indicate the opinion of the respondents to purchase a residential property constructed by the ETA Star Company. 60 percent of the respondents were said that Might think, 20 percent of the respondents were in the positive opinion and other 20 percent of the respondents were of negative opinion.

60 percent of the respondents were considering purchasing the property in ETA Star Property

Chart no 15

Purchase residential property at Chennai opinion Pie diagram

20%

TABLE NO.16

BUDGET

Attribute Rs.-30laks Rs.40laks Rs.50laks Above Rs.50laks Total Interpretation:

No. of Respondents 30 5 10 5 50

Percentage 60 10 20 10 100

Table no.16 shows opinion of the respondents about the budget level to purchase another house. 60 percent preferred from Rs.20-30 laks, 10 percent preferred Rs.30-20 laks, 20 percent preferred Rs.40-50 laks, and 10 percent preferred above Rs.50 laks.

It was observed that majority of the respondents were afford to spend Rs.20 to 30 laks to purchase a house.

Chart no 16

BUDGET

Pie chart

10% 20%

60% 10%

20-30laks

30-40laks

40-50laks

Above 50laks

TABLE NO.17 Vicinity near a residency

Attribute School Hospital Transports Shopping Mall Total

No. of Respondents 25 10 5 10 50

Percentage 50 20 10 20 100

Interpretation: Table no.17 shows opinion of the respondents to purchase a house near to certain other facilities. 50 percent of the respondents were interested to buy residency near School, 20 percent of the respondents were interested to buy a residency near Shopping Mall, 20 percent of the respondents were interested to buy a residency near a Hospital and 10 percent of the respondents were interested to buy a residency near a transports

It was observed that 50 percent of the respondents wanted a residency near to school.

Chart no 17

Vicinity near a residency

Bar diagram

60 50 40 30

TABLE NO.18 Suggestions to the company Towards improvement:

Attribute YES NO Total

No. of Respondents 35 15 50

Percentage 70 30 100

Interpretation: Table no.18 shows opinion of the respondents to give suggestions to the company towards improvement. 70 percent of the respondents were of the favorable opinion and the remaining 30 percent of the respondents were of negative opinion.

It was observed that 70 percent of the respondents were of favorable opinion to give suggestions to the company.

Chart no 18

Suggestions to the company Towards improvement Pie chart

30%

TABLE NO.19

Improvements:

Attribute Repeated Ads Discounts Total

No. of Respondents 30 15 50

Percentage 86 14 100

Interpretation: Table NO.19 reveals the way of improvements to the company among the respondents. 86 percent of the respondents were suggested for repeated advertisements for the improvements of the ETA Star and remaining 14% of the respondents were suggesting discount for improvements.

It was observed that 86 percent of the respondents were suggested repeated Advertisement towards improvements

Chart no 19 Improvements: Pie chart

14%

Findings:

 60 percent of the respondents were private employee as their occupation. 50 percent of the respondent was in the age group of 35 to 50 years. The respondents family type was equal percentage of 50, both joint family and nuclear family. 70 percent of the respondents were 3 to 5 members of the family size. 70 percent of the respondents were having own property. The respondents are having own property type of Independence House and Flats as 43 percent. 67 percent of the respondents didnt posses any own property and live in flats. 60 percent of the respondents were of the opinion and there is no need of owning house in Chennai. 70 percent of the respondents were not aware of the brand of ETA Star property. 50 percent of the respondents were able to know the company through advertisement in Newspaper. 50 percent of the respondents were willing to buy another property in next two years. 34 percent of the respondents were aware of the property brand L&T. 60 percent of the respondents were seriously thinking of to purchase property from ETA Star Property. 60 percent of the respondents were Rs.20-30 laks of their budget of buying property. 50 percent of the respondents were preferred to buy a residency near to the school. 70 percent of the respondents were gave suggestions for improvement. 86 percent of the respondents were suggested repeated advertisement towards improvement.

SUGGESTIONS:

 ETA Star Property Developers should take maximum effort to create brand awareness
among the people in Chennai city by giving advertisement in local newspaper, cable T.V, participating property fair, and creating advertisement in website and other forms of advertisement.

The

company shows pay special attention for the development of flats to suit the

needs of the customers.

The customers are giving more preference for L&T property. The company should
follow the market strategy adopted by L&T.

The

company should develop flats suitable for high-income group in the range of

Rs.20-30 laks, which is affordable. The company should develop flats near to the schools, hospital and transport facilities.

The

company should give advertisement continuously to retain the existences

customers and to create new customers.

The company should make financial arrangement to different financial institutions by

making the customers to pay easy installments and payments to the property developers.

Conclusion

The company has started its venture only two years ago and it is its infancy stage. The ETA Star Property Developers should make maximum effort to improve its business towards customer orientation. Days are not far off to penetrate in the property development market by the company.

BIBLIOGRAPHY

Website:

www.etastar.com www.etaascon.com www.wikipedia.com

Books:

Morden marketing R.S.N.Pillai V.Bagavathi

Marketing Management Philip Koter

Strategic Brand Management Kevin lane Keller

Research Methods for Business Students Mark Saunders Philp Lewis Adrain Thornhill

ANNEXURE Questionnaire: 1. Name 2. Occupation a) Business 3. Family Type a) Nuclear Family 4. Family size a) Less than 3 5. Location : b) 3 to 5 : c) 5 above : : b) Govt. Employee : b) Joint Family c) Pvt. Employee d) Others

6. Do you have own property? a) Yes b) No

7. If yes, what type of built property? a) Independent Home b) Independent Villas c) Flats

8. If not, what type of building do you live in? a) Independent Home b) Independent Villas c) Flats

9. As of today do you own a house in Chennai? a) Yes b) No

10. Are you aware of ETA Star Property? a) Yes b) No

11. If yes, how you came to know about this brand? a) Advertisements b) Property Fair c) Friend & Relatives c) Others

12. What type of advertisements you often look for? a) Website b) TV c) Newspaper c) Fair c) Others

13. If others, mention 14. If you already own a house, would you be interested to buy another property in the a) Yes next two years? b) Might think c) No

15. Which are the property brands you know? ( )Unitech ( )Hirandani ( )Parsawath ( )DFL ( )Marg ( )L&T ( )Indus ( )Puravankara ( )ETA Star ( )Maraika Real estate ( )Halmark ( )HDIL

16. How did you come to know about these brands? a) Website b) TV c) Newspaper c) Fair c) Others

17. If ETA Star plans to construct residential property at Chennai, would you be interested to purchase here? a) Yes b) Might think c) No

18. Assuming that you would buy one then what is budget of your choice? a) 20-30laks b) 30-40laks c) 40-50laks d) above 50laks

19. Would you like your residency near a..? a) School b) Hospital c) Transports d) Shopping Mall

20. Would you have suggestions to the company towards improvement? a) Yes b) No

21. If yes what are the improvements? a) Repeated Ads b) Discounts c) Fairs