A

MINI PROJECT REPORT

ON

PRODUCT: “SCHOOL UNIFORM”

SUBMMITED BY
MR. RION BHOWMICK - 2023-2605-0001-0003
MR. VAIBHAV PATHAK - 2023-2405-0001-0007
MS. PRACHI OJHA - 2023-2206-0001-0001
MS. MEENA MALCHE – 2023-0109-0001-0016

CLASS: MBA-MKT-02

TO

PUNE INSTITUE OF BUSINESS MANAGEMENT

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 EXECUTIVE SUMMARY:
The Pune real estate market is relevant to this study. As some of the top
contractors have shown in their financial results, the industry is experiencing
rapid expansion. Nonetheless, there are major difficulties facing the sector. The
construction sector needs to investigate and handle a number of concerns,
including the requirement to maintain price competitiveness, comply to safety
regulations, prioritise quality, adapt to technology advancements, create and use
new building materials, and have a workforce with the necessary training. This
study's main goal was to investigate the residential property-purchase behaviours
of distinct customer types in various Pune city neighbourhoods, as well as the
numerous factors that influence these customers' purchasing patterns.

The investigator was required to investigate several Pune real estate sectors. A
summer internship project for a researcher at VIRTUE REALTECH SOLUTIONS
involved researching the attitudes of potential buyers in several West Pune
neighbourhoods. The primary goals of the study were to determine the
respondents' demographic makeup and to help clients choose the best home.

This was an all-in-house project that began on 1st Dec 2023, and ended on 31st
Jan 2024. In order to gather information about the perceptions and behaviours of
approximately one hundred potential clients, the project began with cold calls to
various sites in Pune. Twenty questionnaires were created and distributed to the
clients.

Following the completion of the study, it was discovered that the majority of
respondents rented out residential properties, and that the primary factors that
buyers took into consideration when buying residential real estate were price,
location, connectivity, brand image, and amenities. When choosing residential
property, the two most important factors are "quality" and "facilities." Additionally,
it was discovered that, in comparison to other kinds of residential buildings, the
demand for 3 and 4 BHK apartments was higher.

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 CHAPTER – 1

1. INTRODUCTION TO THE PROBLEM

A crucial factor in influencing property value, demand, and general market
dynamics in the real estate industry is the location dilemma. This element is
crucial in real estate, as the saying "location, location, location" emphasises.
The value of location in the real estate market cannot be emphasised. One of
the primary factors influencing a property's market demand, value, and appeal
is its geographic location. "Location" refers to more than simply the actual
locations on a map; it also includes the neighbourhood, accessibility, and
ease of access to nearby amenities.
Some important factors because of which location is very important for
customer to buy their home:
a. Accessibility and connectivity
b. Neighbourhood dynamics
c. Economic development
d. Future development plans

2. BACKGROUND OF STUDY

A background research on the significance of location in real estate entails

looking at a number of factors that affect market dynamics and property value.
Usually, a thorough examination of variables spanning from geographic
concerns to economic, social, and environmental aspects is included in this.

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 3. STATEMENT OF THE PROBLEM

To determine the impact of location on customers in real

estate

Depending on your point of view, location can bring a number of issues in

addition to being an important consideration in real estate. The following are
some possible stakeholder-categorised formulations of the real estate for
location problem:

For Purchasers:

Unequal access to attractive locations: High housing costs in high-demand

neighbourhoods (close to amenities, well-regarded schools, etc.) can cause
social segregation and affordability problems.

For Vendors:

Over-reliance on location: Homes in unattractive areas could find it difficult to

draw in buyers, which could result in slower sales cycles and possibly lower
prices. Gentrification and displacement: Excessive development in once
underappreciated areas may result in increased expenses and the eviction of
current inhabitants.

Regarding the Sector as a Whole:

Over-reliance on conventional techniques of valuation: The complex dynamics

of location-based elements may not be sufficiently captured by the models of
property valuation that are now in use. Lack of openness and accessibility to
data: When stakeholders are unable to obtain precise and comprehensive
location data, it might impede their ability to make well-informed decisions.

4. PURPOSE OF THE STUDY

Real estate location analysis is beneficial for several reasons and benefits the
different players in the market. The following are some main objectives for exploring
this important area:
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Regarding Developers and Investors:
Optimising returns: Finding investment possibilities with strong potential for
appreciation and rental income requires an understanding of location-based
characteristics including accessibility, closeness to amenities, and future
development plans.
For Tenants and Purchasers:
Locating the appropriate property: Researching locations enables people to find
residences that meet their requirements and tastes. Factors such as commute times,
convenience to amenities, and neighbourhood features like parks and schools are
taken into account.

5. RESEARCH OBJECTIVE:

1. To determine the impact of location on property values

In order to achieve this goal, data on real estate sales and rentals in various
areas will be analysed to see how variables like accessibility to facilities, ease
of transit, and crime rates impact costs.

2. To determine the most desirable location for different types of

properties.
In order to determine which sites are most likely to appeal to various buyer
and renter groups, this objective would entail researching their lifestyle
preferences and demographics.

3. To determine the risks and opportunities associated with investing in

property in different location
Analysing variables including the likelihood of natural disasters, the stability of
the local economy, and the possibility for future development would be part of
this goal.

4. To determine the impact of different government policies on different

property values in different locations.
This goal would entail researching the effects of variables on property values,
such as tax laws and zoning laws.

6. PRIMARY RESEARCH
Primary research on how location affects real estate can be enlightening and
satisfying. To get you going, consider these suggestions:
1. Decide on a narrow focus:
Geographic focus: Focus your investigation on a single city, area, or even
neighbourhood. This makes it possible to comprehend local factors impacting
preferences and property prices on a deeper level.

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Focus on a particular sort of property, such as commercial spaces, apartments, or
single-family houses. This may highlight particular patterns and factors that affect
every category.
Focus your study on a particular demographic group, such as retirees, families, or
young professionals. This can reveal location preferences and requirements unique
to that group of people.
Choose your research techniques:
Surveys: Design questionnaires or conduct online polls to collect information about
opinions about various places, willingness to pay for particular facilities, or elements
influencing housing decisions.
Interviews: To obtain first hand knowledge and in-depth perspectives, do one-on-one
or group interviews with local business owners, developers, real estate agents, and
residents.
Comparative analysis: To find relationships with certain location factors, compare
rental prices and property values in other localities.
Spatial analysis: Utilise GIS mapping technologies to visually display property data
and overlay it with pertinent aspects like transit, amenities, and environmental
considerations.
Think about the data sources:
Websites that display properties for sale: These include details on features,
locations, and prices of properties.
Government datasets: To get more in-depth information about particular locations,
make use of crime statistics, zoning maps, and census data.
Market research reports: Industry studies on regional and housing trends can
provide insightful information.
Community forums and neighbourhood surveys can provide insight into locals'
opinions of the benefits and drawbacks of their area.

7. SECONDARY RESEARCH OBJECTIVES:

1. To determine the relation between location and property values

2. To determine the location preferences for different buyer and renter groups
3. To determine and risks and opportunities associated with location-based
investments

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 CHAPTER – 2

ABOUT THE SECTOR

FLOW CHART OF REAL ESTATE

1. Residential Space
• Fragmented market with few large players
• Demand of over 300,000 units in the seven major cities in 2010
2. Commercial Space
• Few players with presence across India
• Over 38.2 million square feet demand in 7 major cities in 2011
3. Retail Space
• FDI in multi- brand retail to boost demand
• Fragmented market with few national players
• Demand of around 15 million square feet in major cities
4. Hospitality Space
• A competitive market with many players
• Over 121,000 hotel rooms in the country as of 2011
5. SEZs
• 589 SEZs have been approved by the government so far
• Majority of SEZs are in the IT sector

taken several strides towards recovery, and just when it seemed the revival was not
far, the country has been struck by yet another wave of the virus, this time, far more
fatal. Experts say the recovery of the realty market in India could now prolong until
2022.
Over the past several years, real estate investments have generated steady cash
flow and returns significantly above traditional sources of yield—such as corporate
debt—with only slightly more risk. Since the virus outbreak, however, this reality has
changed, and real estate players have been hit hard across the value chain. Service

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providers are struggling to mitigate health risks for their employees and customers.
Many developers can’t obtain permits and they face construction delays, stoppages,
and potentially shrinking rates of return.

THE HOSPITALITY INDUSTRY & THE IMPACT OF COVID-19

As the effects of COVID-19 spread across the entire world, the primary focus for
governments and businesses is the safety of their people. Whilst this focus will
continue, the implications for economic growth and corporate profits have to lead to
a sharp sell-off in equity markets across the [Link] are proud to see that our
hospitality and leisure clients, being the first ones that experiencedthe extreme bad
weather conditions, are moving quickly and remain focussed to understand and
quantify the operational and financial impact for their business. The impact is huge,
and not yet predictable, on both revenue and supply chains. Decisions being taken
to shut down hotels, restaurants, theme parks, cinemas, not to mention the entire
disruptive effect of the travel ecosystem, all have a significant impacton worldwide
tourism. As a team, Operators and Investors are trying to mitigate the cash and
working capital issues, and stay in close contact with their stakeholders

The impact of COVID-19 on the retail industry

The Indian retail market is the 5th largest global destination in the retail space and is
considered to
be one of the most dynamic and fast-growing sectors.

According to the Retailers Association of India, the retail industry achieved 93 percent of pre-
Covid
sales in February 2021. However, the COVID-19 crisis has had a severe impact on the
Indian retail
industry and overall revenue generation baring few segments within the retail space.

The second wave has directly affected the production, demand and supply chain, and
operations of the
Indian retail sector. The disruption involves all the activities of reselling new and used goods
primarily to the general public for consumption.

PORTER’S FIVE FORCES MODEL

MACRO & MICRO ENVIRONMENTAL ANALYSIS OF THE INDUSTRY

An industry's external variables can be understood through the use of both macro
and micro environmental assessments. By using these studies, firms can better
navigate the opportunities and difficulties present in their working environment and
make well-informed decisions.

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  Political Aspects in the Macroenvironment Analysis
Stability and policies of the government
Laws and legal structures
Tariffs and trade agreement.
Risk and stability in politics

 Financial Elements:
Economic expansion or contraction
Rates of inflation
Currency fluctuations and exchange rates
Rates of interest
Rates of unemployment
Social Elements

 demographics (gender, age, and degree of income)

Trends and Preferences in Culture
Social beliefs and perspectives
Modifications in lifestyle
Levels of education
Factors related to technology:

 Technological innovation and advancements

Activities related to research and development
Digitization and automation
Protection of intellectual property
Technology availability
Environmental Elements:

 Sustainability of the environment and climate change

Rules pertaining to the effects on the environment
Consumer awareness and green initiatives
Weather patterns and natural disasters

 Legal Aspects:
adherence to regulations
Rules pertaining to health and safety
Workplace regulations
laws pertaining to intellectual property

Consumers: Microenvironmental Analysis

The actions and preferences of customers
 Purchase trends and patterns
 Clientele characteristics
 brand allegiance
Providers:
 Relationships with suppliers and reliance

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  Stability of the supply chain
 The accessibility of unprocessed materials
 Power of the supplier to negotiate
Rivals:
 Market share and competitive setup
 Competitors' advantages and disadvantages
 Strategies for pricing
 Product distinction

Middlemen:
 Channels of distribution and middlemen
 Wholesalers and retailers
 Logistics and transportation partners
Publics:
 Media and public opinion
 Public relations and brand image
 Stakeholders and their interests
Internal Stakeholders:
 Employees and their skills
 Organizational culture
 Management style and decisions

COMPANY INFORMATION
COMPANY NAME: - Virtue Realtech solutions pvt Ltd
Vision :
To ensure that each Sales Agent, is lucrative, positive, passionate and proactive.
Create a top-notch real estate franchise system that offers the community and end
consumers long-term value. Become known and esteemed in the community as a
leader in innovation and sustainability. With the same dedication, serve every town
and city in India to increase client satisfaction.

MISSION :
The goal of Virtue Realtech Solution is to satisfy both agents and clients. This global
phenomenon is founded on the revolutionary idea of making maximum profits.
potential by allowing connected independent negotiators to keep the lion's share of
earnings from each of their individual sales. With an unparalleled infrastructure to
support them, this model generates Sales Associates with a high level of motivation
and dedication. This guarantees a first best degree of service for both buyers and
sellers, ensuring the highest possible level of customer satisfaction.

Founding Principles

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➢ Customer is King
➢ Transparency throughout Sales and After-sales
➢ Ethics and Values
➢ Building strong relationship with our clients.

Competitors:
• FANM Properties Services Pvt. Ltd.
• Ira group Pvt. Ltd.
• Mind Space Realty Pvt. Ltd.
• Goyal Properties
• Square Yards Pvt. Ltd.
• 99 acres Pvt. Ltd.

BOARD OF DIRECTORS:

1. Mr. Yash Gaddamwar

2. Mr. Dikshant Nanawre
3. Mr. Sahil Khan

MANAGEMENT STAFF:

 Ms. Nikita Pandya - Sr. Digital Marketing Executive

 Mr. Sanket Shinde - Graphic Designer
 Mr. Vihan Mulani – Sales Executive

SERVICES OFFERED:

Marketing Consultancy
➢ Property Management
➢ Finance Advisor & Property Financing
➢ Selling of New Projects
➢ Finding the Right Tenants
➢ Managing Vendors Relationship
➢ Buy/Sell/Rent of Properties

STP OF VIRTUE REALTECH:

Any real estate business that wants to succeed in a cutthroat market must implement
the STP (Segmentation, Targeting, and Positioning) approach. This is how it's
relevant:

SEGMENTATION:

 Demographics include age, family size, income, occupation, and degree of

education.

 Lifestyle: Principles, passions, pastimes, and goals.

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  Type of property: Renters (flats, studios, lofts), buyers (beginner homes,
luxury homes, holiday properties).

 Location: close to facilities, in an urban, suburban, or rural area.

TARGETING:

 Concentrate on niche markets according to their potential, profitability, and

brand fit.

 Take into account elements including resource availability, market trends, and
competitiveness.

 Young professionals residing in cities, families looking for larger homes in

suburban areas, and retirees seeking waterfront properties are a few
examples.

POSITIONING:

 Set yourself out from rivals in your intended market.

 Emphasise your unique selling propositions (USPs), such as your creative

housing solutions, outstanding customer service, and sustainable business
methods.

 Create a brand identity that appeals to your intended market.

SALES AND DISTRIBUTING CHANNELS

Effective sales and distribution channels are essential in the real estate industry to
connect with the proper tenants or buyers and complete transactions. Below is a
summary of the various kinds of channels that you can use:

 Budget: Take into account the possible return on investment as well as the
expense of each channel.

 Brand image: Make sure the channels you've selected complement your main
messaging and brand.

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APPLICATION OF MARKETING TOOLS:

SWOT ANALYSIS

A strategic planning method called a SWOT analysis is used to determine

the opportunities, threats, weaknesses, and strengths of an organisation.
Any industry, including real estate, can use it. A SWOT analysis of the real
estate sector is provided below:

STRENGTH

 Tangible asset: Real estate is a physical asset that offers somewhere to live,
work, and invest. It is not susceptible to abrupt market crashes like stocks or
bonds are.

 Relatively stable: Real estate offers long-term stability and value growth,
although it is typically less volatile than other assets like equities.

 An effective hedge against growing expenses is real estate, as prices

frequently increase in line with inflation.

 Rent payments from rental properties can create a consistent flow of revenue,
giving landlords financial stability.

WEAKNESS:

 High capital requirement: Since real estate usually needs a large initial outlay,
not everyone can afford it.

 Illiquidity: Compared to other assets like stocks or bonds, real estate is more
difficult to sell. It can require time and effort to sell a property.

 Upkeep expenses: Having a property means having to pay regular

maintenance, which can add up, especially for larger or older houses.

 Vulnerability to outside influences: Events such as interest rate fluctuations,

natural disasters, and economic downturns can have an effect on real estate
values.

OPPORTUNITES:

 Global demand: Urbanisation, economic expansion, and population growth

are the main drivers of the ongoing demand for real estate.

 Technological developments: New developments in data analytics, property

management software, and virtual tours are opening up new business
prospects in the real estate sector.

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  Emerging markets: For real estate investors looking for greater returns,
developing nations have profitable investment options.

 Sustainable development: There are prospects for energy-efficient

renovations, smart homes, and green structures as a result of the increased
emphasis on sustainability.

THREATS:

 Economic downturns: These can result in a drop in the demand for real
estate, a decrease in the value of properties, and an increase in vacancies.

 Increasing interest rates: A higher interest rate can impact demand and
affordability by making it more expensive to finance real estate transactions.

 Modifications to government policies and regulations, such as those

pertaining to taxation, rent control, and zoning rules, can have an effect on the
real estate sector.

 Climate change: Long-term risks to coastal properties and those in natural

disaster-prone areas are posed by climate change.

7P’S OF MARKETING MIX :

The marketing mix's seven components, which were first created for companies that
sold products, can also be successfully used in real estate marketing. Together,
these components form a thorough and successful marketing plan for your real
estate company or property.

1. Product:

 The actual property: Key differentiators include its size, location, facilities,
features, state, and special selling characteristics.

 Presentation and staging: Positive first impressions are produced by open

homes, virtual tours, and high-quality photographs.

 intended audience Customising your marketing message and presentation is

made easier when you know who you're selling to.

2. Price:

 Competitive pricing draws in purchasers without undervaluing the property by

doing market research and determining a fair price.

 Pricing tactics: You can encourage purchasers by providing flexibility through

price reductions, incentives, or negotiations.

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3. Place:

 Online channels: Social media marketing, targeted online advertising, and real
estate website listings all reach a larger audience.

 Print and offline marketing: Conventional media still have their purposes, such
as newspaper ads, pamphlets, and open homes.
 Partnerships and networking: Working together with nearby companies or
other real estate agents broadens your network of contacts and referrals.

4. Promotion:

 Strong marketing collateral Captivating images, films, and property

descriptions draw in viewers and draw attention to important details.

5. People:

 Professionalism: Agents that possess a solid understanding of the market,

adept negotiating techniques, and superior customer service make a
significant impact.

6. Process:

 Streamlined transaction process: A pleasant purchasing experience is the

result of effective communication, minimal paperwork, and seamless deal
negotiating.

 Technology integration: For a quicker and more effective procedure, use

technology solutions for online document signing, lead management, and
appointment scheduling.

 Feedback and assessment: Keep tabs on the success of your marketing

initiatives at all times, and modify your plans in response to consumer and
market developments.

7. Physical Evidence:

 Superior property presentation: Making a property look its best via

landscaping, staging, and keeping it clean and tidy.

 Expertly produced promotional materials: Websites, social media posts, and

brochures with excellent design build a favourable brand perception.

 Client testimonials and reviews: Positive feedback from satisfied clients builds
trust and credibility with potential buyers.

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UNIQUE SELLING PROPOSITIONS:

The distinct selling point (USP) of real estate channel partners can differ
substantially based on a number of variables, such as their industry, target market,
and area of expertise. But some typical USPs that channel partners make use of are
as follows:

1. Domain-Specific Knowledge:

 Mortgage lenders: They can differentiate themselves by providing speedy pre-

approvals, low interest rates, or special loan programmes for first-time buyers.

 Inspectors of homes: Specialising in mould detection, eco-friendly inspections,

or cutting edge technologies can draw in particular customer segments.

 Title firms: They can set themselves apart by offering accelerated closings,
digital paperwork solutions, or transactional knowledge.

2. Focused Outreach:

 Real estate brokers: They serve niche markets by concentrating on certain

neighbourhoods, upscale homes, or relocation services.

 Property management firms can offer something different if they focus on

managing distressed properties, vacation rentals, or student housing.

 Marketing firms: They can draw in particular property kinds or buyers by using
data-driven lead generation, video marketing, and targeted social media
campaigns.

3. Services with Value Added:

 Insurance firms may differentiate themselves by providing bundled products,

unique coverage for luxury homes, or discounts for current customers.

 Home improvement contractors: Adding value for buyers and sellers can
involve offering funding for renovations, design advice, or knowledge of green
building practices.

 Moving firms might draw in a distinct clientele by specialising in long-distance

transfers, packing and unpacking services, or providing storage alternatives.

4. Innovation and Technology:

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  Prop tech businesses have the potential to transform the real estate sector by
providing virtual tours, online property management systems, and AI-powered
appraisal tools.

 Real estate agents can get an advantage by using data analytics companies,
which can offer market insights, neighbourhood comparisons, or buyer
behaviour predictions.

 Online listing systems can draw in particular buyer groups by utilising features
like personalised recommendations, complex search algorithms, and global
reach.

5. Robust Local Network and Esteem:

 Local businesses can target particular customer demographics by forming

partnerships with grocery stores, restaurants, and community organisations.

 Neighbourhood associations: Agents can stand out by offering information

about nearby attractions, school systems, or social gatherings.

 Nonprofit organisations: You can improve your brand's image and draw in
socially conscious customers by collaborating with charities or providing
community service programme

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 CHAPTER – 3

RESEARCH OBJECTIVE:

The impact of location on customer choice while purchasing real estate is the focus
of this study.
It is imperative that researchers and developers alike comprehend the influence of
location on consumer choice when purchasing real estate. The following are some
possible study goals you could look into:

Main Objective:

To determine how customers' judgements are influenced by geography while

purchasing real estate.

Sub-Objective:

 Determine whether locational factors—such as the neighborhood's features,

crime rate, accessibility to transportation, school quality, and environmental
factors—have the biggest impact on the preferences of the patrons.

 Calculate the proportionate weight that various location criteria have when it
comes to making decisions for various consumer segments, such as first-time
buyers, families, investors, and retirees.

Methods of Research:

Your individual study objectives and desired level of depth will determine which
research methodology is best. Here are a few possible strategies:

 Quantitative Survey: You can acquire quantitative information about the

geographic preferences and decision-making criteria of prospective
purchasers by conducting surveys with a sizable sample of them. To find
trends and correlations, statistical analysis of this data is possible.

 Qualitative Interviews: Detailed conversations with a more intimate group of

purchasers might yield deeper understandings of their reasons, methods of
reasoning, and feelings regarding various sites. Understanding the underlying
significance behind the quantitative findings can be aided by this qualitative
data.

RESEARCH DESIGN

Study Plan on the Effect of Location on Buyers of Real Estate

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Take into account the following study design components in order to investigate the
influence of location on customer decisions when purchasing real estate:

1. Research Goals:

Give specific definitions to your primary goal and any supporting goals (as
mentioned in the previous response). This will direct your methodology and
techniques for gathering data for your study.

2. Questions for Research:

Based on your objectives, formulate specific questions that your study will address.
For instance, what are the top three location-related considerations for first-time
homebuyers?
How does family size affect how important it is to be close to schools?
How much do internet listings affect consumers' opinions about how desirable a
neighbourhood is?

3. Approach:

Select a mix of techniques based on your goals and available resources. Think
about:

 Quantitative Survey: Use ranking questions, Likert scales, and open-ended

answers to collect information from a sizable sample via online or in-person
surveys.

 Qualitative Interviews: To learn more about a smaller group of customers'

motivations, worries, and emotional reactions to various locales, conduct in-
depth interviews with them.

4. Data Collection & Sampling:

 Choose the right target demographic and sample size for each method that
you have chosen. Make sure your intended study focus is representative and
has a varied range of demographics.

5. Analysis and Interpretation of Data:

 Analyse interview data using the proper statistical tools, such as regression
analysis and ANOVA, and qualitative data analysis techniques, such as
theme analysis.

 Analyse the results in light of your goals and research questions. Draw
attention to the most important trends, connections, and revelations regarding
how geography affects consumer decisions.

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6. Restrictions and Advice:

 Recognise the constraints of your data gathering strategies and research

design. Make recommendations for future research trajectories to explore
more in-depth facets of the subject.

 Ensuring participant informed permission, maintaining data confidentiality, and

disseminating study findings responsibly are all elements of ethical research
practices.

 Mixed Methods Approach: You can increase the depth and breadth of your
research by combining quantitative and qualitative methods, since this will
yield both deep insights and statistical evidence.

Variables:

Measurable attributes that reflect several facets of a construct are called variables.
They enable us to quantify and operationalize concepts for use in empirical study.
These are a few instances of variables connected to the aforementioned constructs:

Desirability of location:
 The distance to the closest park
 Walkability Index
 Crime percentage
 Level of noise pollution; nearby school quality

Contentment in the home:

 Travel time to the workplace
 Availability of the preferred facilities
 The degree of a sense of community
 The amount of green space
 The standard of public transport

Qualitative of the neighbourhood:

 average income for a household
 Rate of Homeownership
 The housing stock's age and condition
 Historical sites are present
 variety of the population

Availability:
 The distance from the closest supermarket
 There are possibilities for public transport
 Levels of traffic congestion
 The streets' walkability and bikeability.

Selecting Appropriate Variables

Your research question and the construct you want to investigate will determine the
precise variables you select. The variables that should be chosen are:

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  Relevant: They ought to gauge the target construct precisely.
 Measurable: It should be possible to get trustworthy information about them.
 Valid: The idea they are meant to represent should be faithfully reflected in
them.

 Model Building: By combining variables, you can build intricate models that
forecast how buyer preferences, residential satisfaction, and property values
are influenced by location factors.

HYPOTHESIS:
1. Desired Location and Cost:

Moderating: A number of factors, including the age of the building, the type of
property (e.g., apartments vs. single-family homes), and the state of the market, may
mitigate the effect of location on pricing.
2. Buyer's Choice and Location:

Positive: While families with children may prioritise suburbs with decent schools and
safe neighbourhoods, young professionals and single people are more likely to pick
metropolitan areas with access to nightlife and entertainment.
Negative: Even while isolated places may provide lower rates, purchasers may be
discouraged by increased commuting times and distances to necessary services.
Moderating: Buyer demographics like income, car ownership, and cultural
preferences might influence the importance of specific location attributes in their
decision-making process.
3. Location and Prospective Worth:

Positive: Future value appreciation is probably going to be stronger for investments

in real estate situated in quickly emerging locations with robust infrastructure and
substantial job growth.
Negative: Long-term property prices may be lower for properties located in locations
vulnerable to natural disasters, environmental deterioration, or economic downturns.
Moderating: Government policies, zoning laws, and prospective future development
plans in the area may have an impact on how location will affect value in the future.
4. Market segmentation and location:

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Positive: Developers can better target certain target groups with their projects and
marketing tactics by knowing the location preferences and objectives of various
consumer segments.
Negative: Relying too much on a single kind of place could restrict the market's
reach and exclude prospective customers with various tastes

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CHAPTER 4 AND 5

DATA ANALYSIS:

As per the above pie chart it is clear that the data which was given to me has 66% of
male while the female was only 34%

In this pie chart there are two results which are almost of same percentage. First one
is 18-24 age and second one is 35-44 age. This both age group are so distinct from
each other. First one which is highlighted as 36% is of 18-24 age group. These are
the people who are newly entered in this market and now want to settle and start
with buying a house and the second group which is 35-44 these are the peoples who
have completed about 10-15 yrs in their career and now want to buy a property with

23
the money they have saved up until now and third one is middle that they have
spend some 5-7 yrs in their job and now to settle with their family.

the finding which can be concluded using this graph is that for 40% of the people, the
importance of location is more than average. They want their property to be location
friendly may be they are searching for something which is close to nature or
convenient to their work place or may be having lots of connectivity.

after this survey and by looking this graph, we can conclude that having a strong
connectivity is really an unique selling proposition for any project and customers are
genuinely lokking for a project having a strong connectivity.

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according to the responses, mostly people are preferring urban for their property

buying

the results are clear that most of the people are preferring a quiet and decent
neighbourhood.

25
Amenities are now a new trend when it comes to property buying decision and the
results have proven this statement.

People are willing to buy property having access to public transport.

26
According to results 10% or 20% extra price for premium amenities is fine with
customers

the proximity to commercial development also play a very important role in property
buying and the results shown are also proving the same.

The data and the customers on which I was working are looking for a prime location
which will give them the access to their prime aminities.
IMPACT OF DEMOGRAPHIC VARIABLE ON DEPENDED AND INDEPENDENT
VARIABLE:
Effect on Location Desirability, an Independent Variable:

Age: While elderly buyers may favour quieter neighbourhoods with better access to
healthcare and green spaces, younger buyers may prioritise lively metropolitan
settings with access to nightlife and entertainment.
Family Size: While single people or couples without children may be more adaptable
and value varied amenities, families with children may place a higher priority on
being close to safe neighbourhoods and good schools.
Income: While buyers with lesser incomes may be more restricted by cost and seek
out locations that offer better value for money, higher income buyers may be more
flexible in selecting pricey locations with exclusive facilities.

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Status: Married couples may place more value on bigger homes and family-friendly
communities than single people do on accessibility to employment or easy access to
transit.

OVERALL LEARNING OUTCOMES

 Studied the company's business plan and the analysis of its competitors.
 Recognised the company's distribution strategy in the business and consumer
segments.
 Examine the features such as beat planning and execution. addressing issues
with the distribution method.
 Examine how customers behave in relation to the company's various products
and evaluate the variables that influence how customers make decisions.
 Establish market segments, identify the right products to target, Determine the
products and create a positioning strategy for them.
 Learn the organisational structure and the department's function in personal
selling.
 Learn about the various work responsibilities, organisational levels, and
necessary competencies and skills.
 Examine the company's online presence and gain insight into their digital
marketing approach.

OVERALL CONTRIBUTION TO THE COMPANY IN THE INTERNSHIP DURATION

(REVENUE, LEADS, IDEAS)
Revenue: Up to this point I have done one booking of around 1.21 cr at KRISALA
LUXOVERT and the ticket size was 3BHK.
Leads: In my whole journey of Internship I have generated about 10-15 hot leads
which will be very beneficial for the company and will bring a high revenue to the
company.

CONCLUSION

1. While location has a significant role in real estate purchases, its weight varies.
Depending on their requirements, inclinations, and stage of life, different purchasers
give different priorities to location.
Location choices are influenced by a variety of factors, including neighbourhood
features, environmental factors, school quality, accessibility to transportation, and
closeness to facilities.
2. Decision-making is influenced by location in both emotional and intellectual
domains.

28
Buyers might be swayed by appealing settings and appealing features in ways that
go beyond just utilitarian concerns.
Another important factor is the rational evaluation of how location affects prospective
value, convenience, and lifestyle.
3. Location preferences and decisions are greatly influenced by demographic
considerations.
Desired qualities and priorities in a place can be influenced by a variety of factors,
including age, income, family size, marital status, and even cultural heritage.
It is essential to comprehend the demographics of the target consumer segment in
order to forecast their preferences for locations and to make well-informed decisions
regarding construction or marketing.
4. It is inevitable to make trade-offs between location and other characteristics.
Buyers frequently have to weigh other considerations, such as property size,
features, cost, and travel time, against their preferred location.
Budgetary restrictions and personal priorities determine how willing a person is to
make these trade-offs.
5. The influence of a place is dynamic and changes with time.
Changes in market conditions, economic factors, technological advancements, and
even personal life circumstances can influence location preferences and priorities.

SUGGESTIONS:
i. Which consumer sector is your target market: retirees, families, investors,
first-time purchasers, or another?
ii. Property type: Are single-family homes, apartments, business properties, or
other real estate your main focus?
iii. Geographic area: Do you have a city, region, or world in mind when you
evaluate this?
iv. Conditions of the market: Is it experiencing a boom, bust, or stable period?
Are there any particular economic considerations to make?
v. Preferences for location: Which aspects of the location—such as ease of
access to amenities, walkability, schools, and the outdoors—are most likely to
draw in your target market?
vi. Willingness to pay: How may a property's location affect the price a buyer is
prepared to pay?

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vii. Process of making decisions: How does your target customer's location affect
the various stages of the purchasing process?
viii. Trade-offs between other characteristics and location: In terms of the size,
characteristics, or commuting time of a desired location, what components of
the property may purchasers be ready to compromise on?

BIBLIOGRAPHY
1. Armstrong, M., & Wee, T. (2016). The impact of location on residential
property value. Journal of Property Investment & Finance, 34(1), 57-72.
2. Brueckner, J. K., & Fansler, D. A. (1983). The economics of urban sprawl:
Theory and evidence on the spatial sizes of cities. The Review of Economics
and Statistics, 65(3), 479-482.
3. Case, B., & Shiller, R. J. (2003). Is there a bubble in the housing market?
Brookings Papers on Economic Activity, 2003(2), 299-342.
4. Glaeser, E. L., Gyourko, J., & Saks, R. E. (2005). Why have housing prices
gone up? American Economic Review, 95(2), 329-333.
5. Goodman, A. C., & Thibodeau, T. G. (1998). Housing market segmentation
and hedonic prediction accuracy. Journal of Housing Economics, 7(1), 41-59.

30
 6. Haurin, D. R., & Brasington, D. M. (1996). School quality and real house
prices: Inter- and intra-metropolitan effects. Journal of Housing Economics,
5(4), 351-368.
7. Malpezzi, S. (1996). Housing prices, externalities, and regulation in US
metropolitan areas. Journal of Housing Research, 7(2), 209-241.
8. Mills, E. S., & Hamilton, B. W. (1994). Urban economics and real estate
markets. Englewood Cliffs, NJ: Prentice Hall.

APPENDIX

Name

Gender
 Male
 Female

Age
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  18-24
 25-34
 35-44
 45-54

How will you rate the importance of location when considering buying property?
 1
 2
 3
 4
 5

On what scale you will rate the property having connectivity as it's USP?
 1
 2
 3
 4
 5

Which area will be preferable for you to buy a property?

 Urban
 Suburban
 Rural

How important is the overall neighborhood quality to you?

 1
 2
 3
 4
 5

How important is proximity to essential amenities?

 1
 2
 3

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  4
 5

How importance is access to public transportation for you?

 1
 2
 3
 4
 5

How much you are willing to pay for premium amenities?

 10% premium
 20%premium
 30% premium
 40% premium

How will you rate the proximity to commercials and other development?
 1
 2
 3
 4
 5

what would be the most important thing you'd look for in a location?
 Neighbourhood quality
 Proximity to amenities
 Prime location with amenities
 Access to public transport

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34