MARKETING STRATEGIES IN REAL ESTATE IN CURRENT SCENARIO WITH REFERENCE TO ANSAL API

SUBMITTED TO

GAUTAM BUDDHA TECHNICAL UNIVERSITY

FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION

UNDER THE SUPERVISION OF

RACHNA SRIVASTAVA

SUBMITTED BY
JOGENDRA KUMAR
MBA IVth sem.

BABU BANARASI DAS NORTHERN INDIA INSTITUTE OF TECHNOLOGY LUCKNOW (2011-2013)

Acknowledgement
The project title MARKETING STRATEGIES IN REAL ESTATE IN

CURRENT SCENARIO WITH REFERENCE TO ANSAL API has been

conducted by me from 14th may to 3th July 2012 at Ansal Properties & Infrastructure Ltd. I have completed this project, based on the primary research under the guidance of Ms. Neelima Saxena (V.P. Marketing) and Mr. Amit Saxena (Sr. Manager, Marketing). I owe enormous intellectual debt towards my guides Mr. Amit Saxena (Sr. Manager, Marketing) and Mr. Rahul Gaur (Dy. Manager Marketing) , who have augmented my knowledge in the field of Marketing. They have helped me learn about the process and giving me valuable insight to understand how I can suggest new and innovative ways. They have provided me a true learning platform, and have been the perfect mentors, in giving me the necessary guidance regarding my project. I would like to thank to my faculty guide- Suchitra Srivastava w h o undertook to act as my mentor despite her many other academic and professional commitments and my industry guide too in enriching my thoughts in this field from different perspectives. I would like to thank all the respondents without whose co-operation my project would not have been complete. I feel indebted to all those persons and organizations that have provided help directly or indirectly in successful completion of this study. At the end, ANSAL API, was a great experience to work in, where I feel, the dedication of its employees is one of the vital factors of its success.

SYNOPSIS
OBJECTIVE OF THE STUDY:
The aim of this study will be to study the extent of marketing potential in lucknow region in bourgeoning real estate industry and what is its over all impact on the changing Indian economy .This study will also put light on a changing trend and new area developing for realtors in luknow with their price components both launching and pre launching price of the property .

Objective 1:
To study the real estate growth

Objective 2:
To investigate the possible growth regions

Objective 3:
To evaluate the role of changing scenario

OBJECTIVE 4:
To conclude the possibilities of investment in REAL ESTATE.

SCOPE OF THE STUDY

This research is important to prospective real estate investor, students, entrepreneurs and developers who are having stakes in different small and mid size project in lucknow. This may be of special interest to marketing students who would like to

know more about the practical step- by- step side of marketing world, rather than only the theoretical aspects taught in business schools.

RESEARCH METHODOLOGY
The following methodology carried out for the research on backward integration in industry is as follows.

1. Description of the Research

This research is based on exploratory research. The information is collected through direct interviews and questionnaire.

2. Data Collection Methods

The Sources of secondary data that are used are Libraries & resource center Internet Sites Books, News papers, Magazines & Journal Trade promotion council & Organization

The method of primary data collection is Direct interviews with walk-in customers of Ansal API, its Associates and employees. Questionnaires

3. Field work
The fieldwork in this project consisted of data collection through taking the interviews and getting the questionnaires filled up.

4.Analysis
Finally interpretation will be drawn from the analysis of the information gathered

Primary Data

Secondary Data

Analysis and Findings of Data

EXECUTIVE SUMMARY
Real estate is a 12$ billion (revenue) industry in India. There has been a rapid growth in the industry in the past few years. In the residential sector, a growing middle class is enjoying rising income levels. Combined with smaller household sizes, this demographic change has boosted demand for more modern housing and home loans. Meanwhile, increasing consumer spending power has encouraged growth in organized in organized retailing both feeding off and contributing to the spear of mall culture and the popularity of other large-scale retail property developments. In the commercial property segment, strong growth in the services sector particularly in the IT and corporates growing scale of operations have led to greater demand for commercial space, including modern offices, warehouses and lodging space. Many Developers have substantial plans to increase both their size and geographical spread. They are also expanding into different kinds of properties, which can boost the firms franchise values and reduce concentration risks. However, managing and financing such activities can be a challenge, and puts a premium on financial flexibility, capital access and operational infrastructure. The project assigned to me has an objective to find and analyze the current scenario of Real Estate, covering the preferences of current as well as prospective customers. The major part of the project also analyses the size of investment in various states and mind set of the customers regarding this as well as the perceptions of customers towards major leading Real Estate players. The study was carried out with a methodology, in order to collect as much primary data as possible. Data was collected by getting the questionnaires filled from Real Estate Agents across Lucknow. 6

Once the data was collected, this data was analyzed using Microsoft Excel as a tool and various conclusions were drawn. This analysis is depicted in the form of various charts and graphs. Along with the questionnaires, Agents viewpoints on various issues were also taken in order to get a more insight into the Real Estate. Following is the analyses done and conclusions drawn: Plots, Apartments and Rented Offices are the most preferred investment options in Real Estate people prefer for investment. The states that people prefer for investment and anticipate a good return in those states are: NCR DELHI LUCKNOW

Delhi, seen as a market of End-Users, rather than investors. People from all over are interested in investing in NCR, including a good amount of population of NRIs.

In other states, a declining trend is seen; NCR is into a stagnant state, where there are least chances of the market going worse in the near future.

Real Estate Scenario In Various States

RAJASTHAN: General size of investment in Rajasthan 92% of the people responded that the current size of investment in Rajasthan is below Rs.25 lac. 7

Most Preferred Developer Omaxe, Ansal API

Preferred Cities Jaipur, Bhiwadi

PUNJAB: General size of investment in Punjab 95% of the people responded that the current size of investment in Punjab is below Rs.50 lac.

Most Preferred Developer Ansal API, Emaar MGF

Preferred Cities Mohali, Amritsar

U.P. General size of investment in U.P. 92% of the people responded that the current size of investment in U.P. is below Rs.25 lac. Most Preferred Developer Parsvnath, Omaxe Preferred Cities

Lucknow, Agra

HARYANA: General size of investment in Haryana 94% of the people responded that the current size of investment in Haryana is below Rs.50 lac.

Most Preferred Developer Ansal API, Omaxe

Preferred Cities Sonepat, Panipat

DELHI: General size of investment in Delhi 85% of the people responded that the current size of investment in Delhi is above Rs.50 lac.

Most Preferred Developer DLF, Unitech

NCR: General size of investment in NCR 98% of the people responded that the current size of investment in NCR is above Rs. 25 lac.

Most Preferred Developer Emaar MGF, DLF

Preferred Cities Gurgaon, Noida

DLF, most preferred developer in NCR, fact remains, DLF, a company for High-End investors, rather than small investors.

Emaar MGF, one of the biggest developer with huge amount of capital in its hands, since none of its projects are complete as of now, real estate agents are still not clear with its position amongst the investors.

Emaar MGF is likely to come big in the near future. Parsvnath in Delhi has created a place for itself by setting a trend of Metro Malls. BRAND NAME and PREVIOUS TRACK RECORD of the company that counts most for the prospective clients to invest into a particular project. This is for a reason that projects in Real Estate cannot be accurately forecasted for success or failure. So, counting on the Brand name and previous track record is the only option prospects are left with.

People nowadays go for Short-Term investment plans. This is mainly because, Real Estate is not at a boom, so people, who are interested in investing want to invest and realize as soon as possible.

74% respondents: Own funds that people use for investing into a particular project. 94% respondents: Nearby housing facility does influence investors to invest in commercial properties in remote areas. 10

92% respondents: future govt. plans, somehow influence the investment decisions in these areas.

S.NO

TABLE OF CONTENTS

PAGE NO.

INTRODUCTION TO REAL ESTATE

12

COMPANY PROFILE

24

PRODUCT PORTFOLIO

28

SUSHANT GOLF CITY

33

ANALYSIS

54

CONCLUSION

62

BIBLIOGRAPHY

63

QUESTIONAIRE

64

11

INTRODUCTION TO REAL ESTATE

Real estate is a 12$ billion (revenue) industry in India. There has been a rapid growth in the industry in the past few years.100% FDI is allowed in real estate development subject to minimum scale norms of either: 25 acres in case of serviced plots or integrated townships; or 50,000 sq. mtrs. of built-up area for construction development projects.

Commercial and office complexes mushrooming in major Indian metros present a minefield of opportunities. Over 20 million new housing units required in the next 5 years. The real estate market is projected to grow to $50 billion by 2010 CAGR of over 30% p.a. is expected over the next five years. Increasing demand for commercial and office space especially from the rapidly growing Retail, IT and Hospitality sectors and the Urban Infrastructure Renewal mission is expected to give a boost to the sector.

Other factors include:

$11.5 billion earmarked over the next five years for 60 cities. Investment opportunities exist in almost every segment business ; About 20 million new units expected to be built in five years in office space for IT and five-fold increase in office space requirement over the next 3 years. Commercial space for organized retailing: 200 million sq. ft. by 2010. Hotels and hospitality: Over 50,000 new rooms in the next 5 years; Investment opportunity of over $50 billion in the next five years

12

Various

Real

Investment

Options

Real Estate Investment Options Agriculture Land Residential/Plotted development Apartments/Villas Commercial Spaces Farm Houses

Real Estate Mutual Funds

13

AGRICULTURE LAND Agriculture Land in India is the most protected area by the State and Central Govt. Identification of Agricultural Land requires a bit of analysis about the rate and assessment of future development in the nearby area. Due to fast growing urbanization and development of infrastructure the price of agriculture land zooms quickly. Agricultural land can be given on contract to cultivators with sharing of crop model, to make small but regular tax-free earnings. Rural agriculture land is completely free from capital gains tax and income from lease out or sale of crop is also exempt as per the provision of IT Act, 1961.

RESIDENTIAL PLOTTED DEVELOPMENT

Most state governments have loosened their fists and have implemented land reforms that make the conversion of agricultural land into residential land much easier. The process of township development takes a period of about 5 to 10 years. Initially, the prices of plotted development are quite low which rapidly increases with the pace of development and with the rise in inflation factor.

APARTMENTS/VILLAS

As per the assessment made in the Indian Habitat Policy 1998, the demand for houses in urban area is to the tune of 22 million houses. The gap in demand and supply in housing stock has thrown big investment opportunities. Booking at the launching stage and getting the exit at the

14

completion stage ca offer shining returns on investments. In this process the stamp duty and other taxes can be legally avoided.

COMMERCIAL/RETAIL SPACES

The retail boom in India has fueled huge demand for commercial/shopping spaces. Many MNCs and big corporate retailers prefer to take prime commercial properties on long-term lease basis. The option offers regular returns besides appreciation in capital value, taking both the returns together gives handsome return and a wonderful combination of regular and a wonderful combination of regular and long-term returns. FARM HOUSES/SECOND HOMES

Many developers are offering lifestyle with smart returns through farm houses/second homes. The offer comprises of sale of farm houses at affordable rates with professional property management giving lifestyle and capital appreciation together.

REAL ESTATE MUTUAL FUNDS

Securities Exchange Board of India (SEBI) has recently allowed the launch of mutual funds which can invest in physical property. Many corporates such as HDFC and IDBI are in the process of launching real estate mutual funds.

FACTS AND FIGURES

15

In India Construction is the second largest economic activity after Agriculture. Investment in construction accounts for 11 percent of Indias Gross Domestic Product (GDP) and nearly 50 percent of Gross Fixed Capital Formation (GFCF). Construction accounts for nearly 65 percent of total investment in infrastructure and is expected to be the biggest beneficiary of the surge in Infrastructure Investment over the next five years. According to the Economic Survey, India has the potential to absorb US$ 150 Billion of Foreign Direct Investment in the next five years in the Infrastructure sector. The sector is expected to grow at a CAGR of 15 percent over the next few years.

The sustained growth and positive outlook for the future has increased focus on Infrastructure development. Opening of the Infrastructure development to private players, FDI and increased investment commitments from the govt. has thrown a host of opportunities for companies in the infrastructure development sector, innovative projects like the metro Rail and Sky Bus, along with the proposed SEZ projects have provided additional opportunities for the SMEs in the sector. While majority of the infrastructure development projects are given out by the government Agencies, the private sector is also actively participating through development projects like SEZs and commercial construction.

Along with the government bodies and funding agency, various infrastructure development companies, machinery and materials suppliers, ancillary suppliers and allied support industries would play an important role in meeting in demand the for infrastructure development.

16

The Indian Infrastructure Sector is currently going through a vast transformation. The Governments decision to throw open the construction of roads, Bridges Airports and ports to the private sector and allowing 100 percent Foreign Investment in real Estate Projects has provided a boost to the construction Industry as well as generate demand for construction machinery. Housing and Infrastructure Projects like Roads, Bridges and Ports are expected to grow about 20 percent per annum for the next 15 years.

The new and expanding housing and infrastructure construction ventures have generated substantial demand for construction machinery manufacturing and servicing, including erection, commissioning and maintenance. Several multi national firms are already present in the country.

REAL ESTATE AS AN INVESTMENT OPTION

Is Real Estate A Good Investment Option?

Are you fatigued by the diminishing income and risk-factors associated with main-stream investment avenues fixed deposits, stocks, mutual funds, etc.? Think `real estate': a lesser explored investment option.

Why real estate investment stands out?

Quantum of investment required is high Investment horizon is long Dual returns are available in form of rental income and capital 17

Appreciation

What are the promising avenues of real estate investment?

Offices Shopping malls Retail outlets Industrial warehouses

What is the current Indian real estate scenario?

Periodic returns on commercial property ranges from 10 to 13 percent Per year The Indian real estate industry has a growth rate of 35 to 40 percent Annually The demand for real estate is picking up as the IT industries set up their Base in India or look for expansion in these cities. Top financial companies have recognized the advantage of India as a Business process outsourcing destination and had started expanding their business. Companies are increasingly switching over to renting office premises. This offers flexibility in operations and avoids locking capital. 18

 Companies operating in automobile design, auto components Manufacturing, computer aided design and drawing are also entering India in search of acquisition of space preferably as ready-to-occupy premises. Real estate developers are offering premises on long lease to the companies. Individual investors are benefiting from the developing commercial real Estate market in India by investing in pre-leased properties. Norris / Pies are investing in real estate as the rental income and capital Used to purchase the property is easily reparable .

What are funding sources supporting investment in real estate?

Banks Financial institutions High net worth individuals Real Estate Mutual Funds

What are the procedures to be followed before investing in real estate?

Find out credibility of the developer. Check out the attractiveness of property to tenants/ buyers Weigh future value potential 19

 Get to know the chances of project completion (in case its under Construction) Investigate the quality of project Explore the availability of financing option Take advice from a reputed and a credible real estate consultant. Consult a reputed financial institution

Selecting a right option to invest hard earned-money is always a matter of big confusion. The decision making process requires in depth analysis of available options which suits the needs of a particular person or organization. A complete analysis and overview of investment decision making with innovative solutions are given hereafter.

INVESTMENT NEEDS
The investment needs depend on the requirements of a particular person about the liquidity of funds and his capacity and temperament bear risk. The tax implication on return of investment to the investor is always a crucial matter for choosing the right option.

FACTORS AFFECTING INVESTMENT DECISION MAKING

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Liquidity

After Tax ROI

Safety

Tax Implication

Convenience To Invest

21

INVESTMENT OPTIONS:
The following are the major options available to the investors:

Investment Options Investment Options

PO/Bank/Govt.Securities PO/Bank/Govt.Securities

Bonds/Debentures Bonds/Debentures

Bullion (Gold/Silver) Bullion (Gold/Silver)

Shares/Mutual Funds Shares/Mutual Funds

Real Estate Real Estate

All the options have different features with respect to various factors having implication on investment decision making. The following Chart depicts the analysis of features of various options at a glance:

*based on prevailing market rates **based on last 25 years track record

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Comparative Features of Investment Options

Features Options P.O/Bank/Got.

Liquidity

Safety

Convenience Tax Good Benefits Good NIL

Approx. ROI 6-8%* 8-10%*

Options Reasonable Good

Securities Bonds/Debentures Reasonable Reasonable Reasonable Shares/Mutual Funds Good High Risk Reasonable

Reasonable 12-15* {With high level of

Bullion[Gold and Good Silver] Real Estate

Good

Good

uncertainty} Reasonable 5-7%** so Good 14-24% {High Returns}

Reasonable Reasonable Not

Convenient

23

GRAPH OPTIONS

ON

RETURN

ON

DIFFERENT

INVESTMENT

30 25 20 15 10 5 0 PO/Bank/govt.s ec. Bullion(Gold/ silver) Bond/Deb. Shares/Mutual Fund Real Estate

% from % to

COMPANY PROFILE
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VISION OF ANSAL API To fulfill growing aspirations of our customers by: Building world class real estate solutions Redefining lifestyle standards.

IDENTITY The color Red stands for RAJA/REGAL. It stands for passion, heat, energy, dynamism & purity. It exhibits groups rich heritage. Black occurs when an object absorbs all the other colors. Black is significant to the group as it represents the proposed amalgamation of all group companies into Ansal API, thereby creating the new and vibrant Sushil Ansal Group. The Slogan, Building Lifestyle since 1967, encapsulates the Groups heritage and vision in creating a better life for Indians in various sphere like- homes, offices, places of entertainment, hotels, shopping malls & educational institutions. ANSAL API was established as a result of a dream, shared by its visionary founders. A dream that was to, radically improve the lifestyle standards of the citizens by building world class real estate solutions. After four decades of spectacular growth Ansal API is at a stage where the company has acquired immense experience, consolidated and established assets- physical and intellectual and at the same time retained youthful energy & zeal. With foundations entrenched in the solid bedrock of technical expertise and financial stability its pinnacles are rising new heights with foresight and innovations for future requirements of resurgent India. 25

Ansal API as an organization can be best envisaged as a creator of man made social infrastructure, where modern life blooms, in collaboration with the environment. The ascent of Ansal API to the top of the Real Estate acme is a direct product of Mr.Sushil Ansal's foresight and his dynamic leadership. Ansal API, the corporate manned by professionals at all levels with its strong base and lineage is now in a state of renaissance; all the companies of Sushil Ansal Group will now be under one banner i.e. the Ansal API. The new "Ansal API" identity, is the first communicator of this phase of resurgence, excellence and modernity. The rectangular shape signifies solidity, cohesiveness and strength, the red colour stands for passion, heat, energy, dynamism & purity and the black colour signifies the proposed amalgamation of Ansal Township and Projects Limited into Ansal Properties and Infrastructure Limited. The slogan, ' Building lifestyles since 1967', encapsulates their heritage and vision in creating a better life for Indians in various spheres like - homes, offices, places of entertainment, hotels, shopping malls and educational institutions. Ansal API is focusing on ushering in new lifestyle ventures in cities like- Greater Noida, Gaziabadh. Meerut, Agra, Lucknow, Batindha, Mohali, Amritsar, Ludhiana, Jalandhar, Jaipur, Jodhpur, Ajmer, Sonepat, Panipat, Karmal, Kurukshetra, Faridabad, Gurgaon to name a few. It is said that actions speak louder than words and nothing highlights this adage better than Ansal API's effort to give something back to the society of which they are a part. Ansal API believes that today's children are tomorrow's leaders and in order to hone their young minds, Ansal API has forayed into the education sector with schools like the Chiranjiv Bharati School at Palam Vihar and Sushant Lok, premier institutions like the Ansal Institute of Technology and the Sushant Schools of Art and Architecture. Ansal API in its endeavour to fulfill its duties to 26

payback in form of green cover for the society have created manmade verdant ambiance at projects like the Aravali Retreat, Pushpanjali Farms, Satbari Farms. Ansal API plans to create an ambiance of peace and tranquility for the people who have served their duties and are now in their dusk of life to relax and enjoy their retirement by building old age homes. Touching every facet of modern lifestyle with its signature of excellence, Ansal API has changed the skyline of India with its versatile portfolio of residential complexes, educational institutions, hotel and hospitality avenues, shopping malls, farmlands and IT parks amongst others. With its deep-rooted foundation of ethics and values, Ansal API continues to conquer new horizons, thus pioneering and identifying new vistas of growth for the real estate sector.

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PRODUCT PORTFOLIO
1. COMMERCIAL

2. TOWNSHIP & GROUP HOUSING

28

3. RETAIL/MALLS

4. HOSPITALITY & ENTERTAINMENT

29

5. IT PARKS/INDUSTRIAL PARKS/SEZs

6. EDUCATION

30

7. FACILITIES MANAGEMENT

Ansal API is among the leading Realty and Infrastructure companies of India, with a proven track record of over 42 years. Ansal API currently operates in a large range of business verticals: Hi-Tech Townships Integrated Townships Condominiums Group Housing Malls Shopping Complex Hotels, SEZs and IT parks

Products

31

The township features number of different products in the form ; Plots Villas Group Housing Commercial Spaces/ Offices Spaces/ C.B.D I.T./ B.T. Parks Health Centers and Hospitals Community Facilities and Clubs Schools and Institutions Amusement Park and Tourist Leisure Zone Stadium and Sports Facilities

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SUSHANT GOLF CITY, LUCKNOW- SITE PLAN

33

LOCATION MAP

34

35

Past Developments -Snapshot

36

Executive Directors 1.Sushil Ansal (Chairman)

Graduate from St. Stephens College (Delhi University) and thereafter acquired business management acumen over 45 years of experience in real estate development business; ex President of the PHD Chambers of Commerce & Industry and

Member of Executive Committee of FICCI; ex Chairman of Rajdhani Estate Promoters & Builders Association Construction Council of India. and Overseas

2.Pranav Ansal (Vice Chairman & MD)

Graduate from Hans Raj College (Delhi University); over 15years of experience in real estate development business; responsible for extending Ansal API brand to new geographies in the areas of township development and innovative commercial set ups with international standards.

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3.Anil Kumar (Joint Managing Director & CEO)

An Eminent professional in Finance & Accounts, attained numerous professional degrees like D.C.L.,ACS, FCA and LL.B; started career in 1982 with a professional firm and thereafter joined Superior Air Products Ltd.; joined Ansal Properties & Infrastructure Ltd. in 1999 as VP-Finance and at present working as a Joint Managing Director & CEO

4.Vijay Jindal (Joint Managing Director)

Attained the degree of MBA and B.A. (Honors) in Ag. Economics; over 30 years of experience in managing business,brands, private equity investments and undertaking strategic initiatives; worked at senior management positions in organizations like The Times Group, Zee TV, Bennett Coleman and Company Ltd. etc.

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nominated for the prestigious Businessman of the Year in the category of the highest performing promoter CEOs of India

5.D.N. Davar (Independent Director)

Attained the degree of B.Com (Hons.), M.A. (Eco.),Certified Associate of Indian Institute of Bankers and also a Fellow of Economic Development Institute of World Bank; worked at senior management positions in organizations like PNB, IFCI etc. and was also on Boards and Executive committees of IDBI, IRBI, LIC Housing Finance co.; also been part time consultant to the World Bank,UNIDO and KFW.

6.Dr. R.C. Vaish (Independent Director)

Attained the degree of M.A. (Accounting),M.Com, LL.B, PH.D (Economics); also a Chartered Accountant having over 41 years of rich and varied experience and specialization in internal taxation and finance, tax planning and off shore investments

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7.Lalit Bhasin (Independent Director)

Attained the degree of B.A. (Hons.), LL.B; an illustrious lawyer with four decades of experience in law practice; nominated on the advisory committee of the central government for advising on matters arising out of the administration of the Companies Act

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Sushant Golf City, Lucknow

3,530 acres of theme based township conceived under Hi-Tech Township policy 2003 of UP state government to be developed in two phases with ~1765 acres to be developed in each phase by Ansal API Master developer for the township and has right to collect money for the utility services provided in the township Strategically located on the cross-section of Lucknow-Sultanpur National Highway and Amar Shaheed Path (Outer Ring Road) that connects airport to the city. Adjacent to Gomti Nagar, the largest residential colony of Lucknow The project is duly approved by concerned government bodies and development agreement with UP Govt. has been entered The Hi-Tech Township will comprise of residential plots, independent built-up units, group housings, commercials, retail, biotech parks, medical & education facilities, an 18 hole international standard golf course, tennis academy, hotel, club, amusement park and other amenities Project Status: 41

Phase I & Phase II launched; delivery for plots & low-rise built-ups in Phase I started; construction on the site in full swing; Bharti Walmart start ed its cash & carry store; major infrastructure work completed in Phase I and in Phase II started.

42

43

Plots for various usage

Apart from the different products of the township, land has been earmarked for amenities such as: Sports centre 70 acres Educational Centers 116 acres Commercial Zones 118 acres including 67.50 acres of C.B.D Health Care Facilities 40 acres Recreational Centers - 18 acres Community Centers - 7 acres Tourist Leisure Zone 23 acres Film City 11 acres Hotels and Clubs - 7 acres Amusement Park 28.50 acres

44

45

46

47

48

NEW LAUNCHES OF ANSAL API

49

50

PRODUCTS OF MOTHER CITY

51

DA-IV

PREMIUM PRODUCTS

52

MEDIUM PRODUCTS

LOW RANGE PRODUTS

53

ANALYSIS

1. Occupation.

Out of 100 respondents: 36 Public Officials 44 Private Employees 20 Self Employees/Business

54

2. Age group

Out of 100 respondents:

55

 43 In age group of 25-35 28 In age group of 36-45 21 - In age group of 46-55 8 - In age group of 56- 65

3. Which type of house do you live in? Occupation v/s Housing

56

Out of 100 Respondents In Apartment societies 23 were Private Employees, 6 were Public Officials and 8 were Self Employees. In Builder Floors 15 were Private Employees, 14 were Public Officials and 10 were Self Employees. In Plot Houses 5 were Private Employees, 14 were Public Officials and 2 were Self Employees. In P.G accomodatition 2 were Private Employees, 2 were Public Officials and 0 were Self Employees.

57

4. Which type of house do you live in? Age v/s Housing

Out of 100 Respondents In Age Group of 25-35 15 are living in Apartment Societies, 20 are living in Builder Floors, 3 are living in Plot Houses and 5 are living in P.G accommodation. In Age Group of 36-45 12 are living in Apartment Societies, 10 are living in Builder Floors, 6 are living in Plot Houses and 0 are living in P.G accommodation.

58

 In Age Group of 46-55 15 are living in Apartment Societies, 2 are living in Builder Floors, 4 are living in Plot Houses and 0 are living in P.G accommodation. In Age Group of 56-65 2 are living in Apartment Societies, 1 is living in Builder Floors, 5 are living in Plot Houses and 0 are living in P.G accommodation.

5. Which factor/s affected you the most in your decision of choosing above mentioned option?

Out of 100 respondents

59

 56 Consider Geographical Location as most important factor in choosing a House. 25 Consider Bank Loans as most important factor in choosing a House. 02 Consider Promotional Activities by companies as most important factor in choosing a House. 17 Consider other reasons like hometown, peers etc. as most important factor in choosing a House.

6. Which factor/s affected you the most in your decision of choosing above mentioned option?

60

Out of 100 Respondents 15% Decide their location on basis of Living Standard. 44% Decide their location on basis of Basic Amenities. 31% Decide their location on basis of Price of Deal. 11% Decide their location on basis of Social Life.

61

7. Which mode have you chosen to gather information about projects?

Out of 100 Respondents 72 consulted Property Dealers for any information 10 made their decision on the basis of Advertisements 18 made their decision on reference from Friends/Relatives
62

8. Modified Decision

Out of 100 Respondents

63

 56 decided to change or delay their decision of purchasing a property 44 decided not to change their decision of purchasing their decision

CONCLUSION

The real estate industry is on up ward slope again. Many people are interested in investing in Real Estate industry an Industry is also providing them various offers. Based on the report and analysis following key points can be concluded: 1. Builder floors are emerging to be a possible area for investment in terms of ROI and availability. 2. Much of the organized activities need to be implemented in this industry as they are not a prime choice of consumers. Various reasons for this are High Rates, Govt. Regulations, and Lack of certain Amenities etc.

64

3.

Consumers are looking at various choices available to them in Developer Apartments and Societies and they are on their prime choice for housing. This is due to advantages offered like Low Cost, Power & Water Back-Up, Easy loan schemes etc.

4. Moreover Land Rates are very much high and thus the Builder floors are loosing preference in economical housing. 5. But certain individuals are changing their mind and are shifting to Builder floors because of certain changes like: Service tax on Under Construction Apartment. Delhi Faridabad Flyover at Badarpur Border.

BIBLIOGRAPHY

www.ansalspropertiesltd.com www.realestatencr.com www.estatedeveloper.com www.indiaproperty.com www.wikipedia.com Business Standard 65

Business Standard

QUESTIONNAIRE
1. Which type of house do you live in?

Apartments

Builder Floors

Plot Houses

Others

2. Which factor/s affected you the most in your decision of choosing above mentioned option? 66

Geographical location

Bank Loan/Schemes

Promotional activities

Others

3. Which factor affected you the most in your decision of choosing above mentioned option? Living standard Basic amenities

Pricing

Social life

4. Which mode have you chosen to gather information about projects?

Dealers

Advertisements

Friends/Relatives

Others

5. Have recent changes in real estate industry modified your decision?

Yes

No

6. Please state the reason (if any)

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68