A Study of Customer Satisfaction of Residentinal Properties With Reference To Kumar Builders, Pune."

SHIVAJI UNIVERSITY__________
PROJECT REPORT
ON
“A STUDY OF CUSTOMER SATISFACTION OF RESIDENTIAL

PROPERTIES ”
WITH SPECIAL REFERENCE TO
“KUMAR BUILDERS, PUNE”
SUBMITTED TO
SHIVAJI UNIVERSITY, KOLHAPUR
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF
MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
BY
MR. ANIS .S. SHAIKH
UNDER THE GUIDANCE OF
Prof. V. AJOTIKAR
THROUGH THE DIRECTOR

KOLHAPUR INSTITUTE OF TECHNOLOGY’s
INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH
(KIT’s IMER)
KOLHAPUR
KIT’s IMER___________________- 1 -
2006-2008
Acknowledgement
Before we get into the thick of the things I would like to add
a few heartfelt words for the people who were the part of this
project in numerous ways....people who gave unending support
right from the stage the basic idea was conceived.
This dissertation from a part of my two year M.B.A

programme and is in partial fulfillment of the requirement of their
in reference.
I acknowledge with sense of reverence my gratitude towards

the management of Kumar Builders. For providing me an
opportunity to work as a summer trainee in their esteem
organization.
I want to give special the production manager and other staff

of the company who helped me to complete the project.
I also thank my Director Mrs. A.G.JAYAKUMARI. and

my project guide Prof. VAISHLI AJOTIKAR for guiding me
from time to time.
______________________
ANIS .S. SHAIKH
KIT’s IMER___________________- 2 -
DECLARATION
To,
The Director,
KIT’ IMER
Kolhapur
Respected sir,
I, ANIS .S. SHAIKH undersigned hereby declare that the

project report entitled:
“A STUDY OF CUSTOMER SATISFACTION OF

RESIDENTINAL PROPERTIES WITH REFERENCE TO
KUMAR BUILDERS, PUNE.”
Written and submitted by me under the guidance Prof. VAISHLI

AJOTIKAR of is my original work. The empirical findings in this
report are based on the data collected by myself. While preparing
the report I have not copied from any report.
_______
______ ANIS .S. SHAIKH.
KIT’s IMER___________________- 3 -
Certificate
This is to certify that ANIS .S. SHAIKH. An M.B.A student of

KIT’s IMER has undergone a summer internship in Kumar
Builders, under the title
RESIDENTINAL PROPERTIES WITH REFERNCE TO
KUMAR BUILDERS, PUNE”.
He has successfully completed his project in the partial fulfillment

for the award of Master of Business Administration. This report is
the record of the student’s own effort our able supervision and
guidance.
Prof. A.G.JAYAKUMARI Prof. V.

AJOTIKAR
(DIRECTOR KIT’s IMER) (PROJECT
GUIDE)
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CONTENTS
Sr.No. Topic Page. No.
1 Introduction To The Study 01-06
1.1 Background Of The Study 01
1.2 Objective Of The Study 03
1.3 Scope Of The Study 04
1.4 Limitations 05
1.5 Need & Significance Of The Study 06
2 Company Profile 07-19
2.1 Introduction To Company 07
2.2 Branches & Offices 12
2.3 Achievements & Awards 13
2.4 Products Range & Variety 14
2.5 Organisation Staff & Designation 16
2.6 List of Competitors 19
3 Theoretical Background 20-34
4 Research Methodology 34-36
5 Data Analysis and Interpretation 37-45
6 Findings 46-47
7 Conclusion 48
8 Recommendations 49
Annexure 50-54
Bibliography 55
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Annexure
Bibliography
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INTRODUCTION OF STUDY
Heightened realization on the part of all stakeholders that
infrastructure would play a key role towards pushing India’s GDP
to the desirable 8 percent mark has come as a boon for India’s
construction industry.
According to the Confederation of Indian Industry (CII),
increased investment in infrastructure has led to a surge in the
activities of the construction industry, and the industry is riding a
growth wave, which is evident from the financial results posted by
some of the leading contractors, showing 30 to 100 percent growth
rates in the first nine months of 2004-05.
However, the industry is faced with certain challenges.
According to a report by CII, the need to be price competitive,
adherence to safety, quality consciousness, adapting to
technological changes, developing and using new construction
materials and having an adequately trained manpower are issues
that industry must look into and address.
There is a clear increase in fund allocations for the
Infrastructure sector in the tenth plan (2002-2007) by the Planning
Commission; most of which are to be spent in the construction
sector.
The CII report states that besides the direct impact of this
spending on the construction sector, this would also have a ripple
effect boosting demand in other core sectors, such as cement and
steel, (on spending in other sectors), thereby having a positive
impact on the Indian economy as a whole.
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"The construction sector, therefore, has to gear up fully to

take on the ever-increasing challenge,"
The report also states that even though a major part of the
construction work is carried out through contractors, it remains a
neglected area.
"There is a need to standardize and develop a fair and
equitable contract document, which should provide adequate
incentives for completion of jobs on or before schedule and
disincentives for delays," the report states.
The CII report recommends that there is a need to revise the
works manual of engineering departments and the use of modern
techniques such as PERT, CPM, Value Engineering, Work-study
be incorporated in contracts. There is also a need to streamline the
system of prequalification.
The construction sector in India, accounting for five percent
of the GDP, is the second highest employer after agriculture, and
provides direct or indirect employment to about 32 million people.
The Indian project exporters have been able to secure large
value contracts abroad during the last three decades. The following
regions continue to be potential markets for Project Exports Sector:
SAARC Region, Asia [South-East/West (Afghanistan), Africa,
Middle East/oil rich countries, Russia and CIS countries and Latin
American countries. (ANI)
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OBJECTIVES:
 To study the property purchasing behavior i.e.
(Residential) of different types of customer in different area.

 To study the various factors affecting the customer-
buying pattern especially in case of Residential properties.

 To find the expectations & needs of customers from
Kumar Builders Constructions.

 To find the opinion of the customers with regard to
various schemes available or schemes offered by Kumar

Builder constructions.
 To find out the near competitors for Kumar Builder
Constructions.
 To find out the period in which the customers are more
willing to purchase Residential properties.

 To search out new prospects for Kumar Builder
Construction.
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SCOPE
This study will be beneficial to Kumar Builder Constructions

to know about customers buying behavior towards Residential
properties in Pune city. The company can come to know various
factors affecting the customers’ properties buying behaviour.
Company comes to know about customers expectations &

need for future properties purchases. The sample size taken for this
project is 100 Respondents.
Hence, this market study will provide information to

Company, and Customers.
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Limitations
1) The survey was restricted to selected areas in Pune City

only.
2) The time duration of this survey was 50 days only.
3) Rainy season was main hurdle for this survey.
4) The response from the respondents was fair enough but not
up to the mark or good enough.
5) This project was only restricted to the residential properties

of KBC & not commercials & others.
6) The survey area were too far as the city is big enough which
caused many transportation problem.
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NEED & SIGNIFICANCE
The study conducted is Pune city reflects the market position

of Kumar Builders Residential Properties. It gives us the details of
various factors of buying behavior of customers. The study enables
the company to prepare marketing strategy and plan accordingly,
so as to capture a greater market share& the services provided by
the company. It foresight the future requirement of the market and
thus helps the manufacturer to face the future completion in a fully
prepared way.
Thus it helps the company to have a good brand image and
stepping toward success.
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2.1 Introduction to Company
"Kumar Group" established on 15th August, 1966 by the

Late Shri. K. H. Oswal, a first generation entrepreneur, with a
vision to enter into a core sector business, housing construction,
which had an immense potential was the obvious choice at that
time.
In more than last 40 years, the Organization has grown from
strength to strength striving hard to transform that vision into
reality. Today the company's name has become synonymous with
the quality Construction business in Pune.
An ISO 9001 : 2000 & 14001:2004 Company DET
NORSKE VERITAS QUALITY SYSTEM CERTIFICATE (DNV)
has awarded an ISO 9001: 2000 Certificate for Quality
Management System Standards maintained by the company for
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design, development, construction & marketing of Residential and

Commercial complexes.
Kumar Builders has become synonymous with quality
construction in Pune. The company is known for maintaining
international quality construction standards and also for its ethics,
transparency, reliability, professionalism and reflexivity.
The Kumar Builders Institution boasts of a concrete record
of more than 100 completed projects, over 100 Lakhs Sq.Ft.
completed construction and 13,000 satisfied customers. The 30
ongoing residential and commercial projects and successful
diversification into corporate ventures bear testimony to the
success story of Kumar Builders.
Quality Policy:
Kumar Builders are committed to design, develop, construct
and market Residential, Commercial complexes and all such types
of shelters, which shall meet customer need consistently. We shall
further strive to enhance the interest of our partners, employees,
suppliers & society.
Quality Objectives:
1. Demonstrate commitment and compliance to the Quality
Management System.
2. Improve the competence of employees by continuous
training in the areas in which they work.
3. To be a market leader by enhancing the customer
satisfaction.
4. To create a customer focused organization.
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Aims:
"Quality is primary" to Kumar Builders. All
systems and procedures are formulated to achieve the "Quality
Objective". Total quality principles are adopted in selection of the
material, implementation of the project, and even after the project
is handed over. The Group is in the process of implementing 'Total
Quality Management' in all the aspects of its business.
Values:
 Honor and respect those who are experts in their fields, those
who are wise, knowledgeable and insightful. Project the
eminent & nurture the learned.
 Be humble and grateful for any gesture, however small
 With plentiful resources, guard against mismanagement and
waste.
 Do not use the force but work through. Conciliation,
appreciation and inspiration.
 Maintain your position through growth and expansion,
which requires effort.
 Practice five strategies of action: Alliance, Patience,
Optimum Utilization of Resources, Nurturing of human
assets and Aggressiveness.
 Plan for the acquisition of wealth with the eyes of crane,
employ a variety of postures like peacock, strike with the
ferocity of a boar and display the velour of a lion.
 Offer your gratitude to God.
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Human Resources:
Kumar Builders is professionally managed and a significant

force in an intensely competitive market. This is because we treat
our employees with respect and dignity. We believe the growth of
the Group is dependant on the growth of our people. They find an
independence to chart their own course, an openness to new ideas,
efficiency in implementation and an enormous professional
satisfaction. We have men of mission who can face challenging
opportunities with finesse and purpose. The open door policy and
informal and vibrant atmosphere is an achievement in itself.
Technology:
In the context of technological advances, the Kumar

Builders is in the forefront in implementing State-Of-The-Art
Technology with the latest systems / Networking techniques. These
assists management to access information and establish proper
checks and controls over the business transactions. Continuous
technological up gradation helps the Group keep up with time.
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Social obligation:
The group believes in repaying its debt to society and does
so in many different ways. After realizing the grave need for
shelter it has initiated the task of development of slums. Various
projects for beautification, Water Fountains, Schools, and
Developments of Gardens, large roadside plantations, drinking
water and public toilets facilities have been taken up. On a more
macro level, the group has contributed its mite towards promoting
sports development, besides lending a helping hand to many
charitable institutions.
 Slum development
 Drinking Water program
 Helping in building better public toilet facility
 Environment cleanliness and beautification
 Creating gardens
 Sports
 Schools and Hospitals
 Tree Plantations.
After Sales:
Kumar Builders strive hard and are committed to provide all
such type of services related to pre & post booking activities in
order to enhance customer satisfaction.
We assist all the esteemed customers to avail loan, help them
in all type of correspondences required an ensure them to handover
timely possession.
It is our endeavor to sort out all the complaints / queries
before and after sales to achieve maximum customer satisfaction.
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Financial Assistance:
• ICICI Bank
• Standard Charted Bank
2.2 Branches & Offices:
Pune Head Office:

Kumar Capital, 2nd Floor,
2413,East Street, Camp,
Pune, India - 411 001.
Tel. : +91 (020) 40006000 /1/2/3, 26350065.
Fax : +91 (020) 26330584.
E-mail : sales@kumarbuilders.com
Mumbai Branch Office:

Office No. 7, 1st Floor,
Ali Chambers, Nagindas Master Road
Fort, Mumbai - 400 023
Tel. : +91 (022) 66378480, 66378481.
Fax : +91 (022) 66378482.
E-mail : kumartech@vsnl.net
Bangalaru Branch Office:

10/12, Palace Road,
13th Main, Vasant Nagar
Bangalaru - 560 052
Tel. : +91 (080) 2235 6822.
Telefax : +91 (080) 2235 6855. E-mail :
salesblre@kumarbuilders.com
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2.3 Achievements & Awards
• Kumar builders receives srishti green cube award from

commerce minister Kamal Nath in Delhi.The Srishti Green
Cube Awards was instituted for “Good Green Governance
(G3)”.
• Kumar Builders were the first Construction Company in
India to obtain an ISO 14001:2004 Environment
Certification.
• Kumar Builders bagged the award on the basis of the social
activities and their concern for preservation of the
environment, which is seen through the implementation of
extensive programmes in the following major areas, namely:
 Solid Waste Management
 Rainwater Harvesting
 Solar Energy
 Reduction of Dust, Noise And Water Pollution
And
 Expanding the Green Belt.
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2.4 Products Range & Variety
Residential Projects
Commercial Projects
Multiplex / Retail Projects
IT / BTS Projects
Investment Opportunities
Future Projects
Completed Projects
Kumars Residential Projects
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Kumar Meadows Kumar Kruti Buena Vista
Windsor Park Kumar Puram Sophronia
Kumar City Laxmi Vilas Hillscape
The Orion Kumar Surkasha Kumar Dhruv

Residency
Kumar Sahawas Kubera Sankul Kumar

Shantiniketan
Kubera Vihar Kumar Sansar i-Life

2.5 Organisation Staff & Designation:
No
Name Designation Department
.
Lalitkumar Jain Chairman & MD
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Executive
Kruti Jain
Director
1 Sameer Palshikar Media Manager Advertising
H.O.D. -
Accounts &
2 Yogesh Bhave Accounts
Finance
& Finance
Banking &
3 Girish Mande H.O.D. Banking
Payments
H.O.D. –
4 B.R. Gulati Administration
Administration
5 Reena Manjrekar H.O.D. - C.R.O. C.R.O.
Sr. Executive -
6 Surender Khunekari E.D.P.
EDP
Company
7 Sheetal Joshi C.S.
Secretory
Chief Technical Construction /
8 K.B. Shivankhede
Coordinator Technical
Construction /
9 S. Premnath GM - Technical
Technical
Project Co- Construction /
10 Anil Nemavarkar
ordinator Technical
H.O.D. –
Corporate
11 Ritesh Oswal Corporate
Sales & Mkt.
Marketing
H.O.D.
12 Vinay Nimbalkar Electrical
Electrical
H.O.D. - Horticulture /
13 D.V. Godbole
Horticulture Landscape
Sr. Executive -
14 Chandrahas Bollabattin H.R.
HR
15 RAHUL BOKIL Management I.S.O.
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Representative
16 Viresh Parekh Coordinator Land / Legal
17 B.H. Tingre H.O.D. - Legal Legal
18 Neelima Gohad H.O.D. - Legal Legal
H.O.D. -
19 Brig. Ramesh Hasija Maintenance
Maintenance
G.M. -
20 Vijay Oswal Operations
Operations
Project
G.M. –
Planning &
21 Anil Suratwala Township
Township
Developments
Developments
H.O.D. – Public
22 D.S. Thorat
Public Relations Relations
Sr. Manager – Public
23 Rupam Singh
Public Relations Relations
H.O.D. -
24 Abhay Deshpande Purchase
Purchase
H.O.D. –
Quantity
25 Niranjan Bhatkulkar Quantity
Analysis
Analysis
H.O.D. –
Qyality
26 Ravindra D. Patil Quality
Assurance
Assurance
27 Rajendra Bhagat Sales Manager Sales & Mkt.
28 Anil Deshpande Security Incharge Security
Symphony /
29 Mohan Tak C.E.O. - CLUB Conniseur
Club
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System &
Systems &
30 Rajashree Swami Procedure
Procedure
Manager
2.6 List of Competitors:

Mantri Builders Bramha Builders
Fergusson College Road 205/251, M.G. Road
(Mantri House) Shop # 929, Parvati,
Deccan Gymkhana, Pune 411009
Pune 411004Phone: (20) Phone: (20) 26330052
25661040
Panchshil Real Estate Rohan Builders (I) Private
Consultant Limited
Bund Garden Road 813, Bhandarkar Road
(Konar Estate) (Pradeep Chambers)
Pune H.O., Deccan Gymkhana,
Pune 411001Phone: (20) Pune 411004Phone: (20)
26127366 25674413
Paranjape Schemes Nyati Builders Private
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Constructions Limited
Anand Colony, Erandwane Kalyani Nagar
(PSC House) (Nyati Commerce House)
Deccan Gymkhana, Yerwada,
Pune 411004Phone: (20) Pune 411006Phone: (20)
30223344 26686123
D.S. Kulkarni Developers K Raheja Private Ltd.,
Limited Survey No. 144 & 145,
1187/60, Jangali Maharaj Road Samrat Ashok Path, Off. Airport
(DSK House) Road,
Shivajinagar H.O., Yerwada, Pune – 411 006
Pune 411005Phone: (20) Tel: +91 020 26112859
56047100
3.1 Buying Behaviors
 Definition of Buying Behaviour:
Buying Behavior is the decision processes and acts of people

involved in buying and using products.
The dynamic interaction of affect and cognition, behaviour,
and the environment by which human beings conduct the exchange
aspects of their lives
 Meaning of Consumer Behaviour:
Consumer behaviour can be looked upon as a study of how

individuals make decisions on how to spend their available
resources like time, money and effort on various consumption-
related items.
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Human beings are greatly influenced in their buying actions

by various factors like opinions of others, marketing stimuli like
product, advertising, packaging and product appearance
 Scope of Consumer Buying Behaviour

• Why do consumers buy a particular product/service
brand?
• How do they buy them?
• Where do they buy these products?
• How often do they buy them?
• When do they buy them?
• What factors influence the decision making process of
the consumers?
• The buying process involves the user, influencer,
decider, and the buyer
• The process is greatly affected by selective
information received by a consumer
• It is very important to understand what and how much
information is required by the consumer to help him
evaluate the products and services
• As such understanding why a consumer finally buys a
product is very complex
 Importance Of Consumer Behaviour
• Ever increasing intensity of competition

• More aggressive competitors emerging with greater
frequency
• Changing bases of competition
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• Geographic sources of competition are becoming

wider
• Niche attacks are becoming frequent
• Pace of innovation is rapid
• Price competition becoming more aggressive
• Product differentiation is declining
 Why Focus On Consumer Behaviour

• Profit making through customer
satisfaction
• Dramatic increase in the quality of
consumer and marketing research
• Development of consumer behaviour
research
• Shifting from the mass marketing
concept to individual marketing concept.
 Characteristics Of Consumer
Behaviour
Consumer behaviour is dynamic:
• The feelings, thinking, perceptions,
and actions of the consumers and the society at large keep
changing frequently.
• Strategies that work today may not
work tomorrow.
• The product life cycles are
becoming shorter.
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 Benefits of Consumer
Behaviour
• Stay loyal for a long time
• Buy new products and upgrade
existing ones
• Talk favourably about the firm and
its products
• Pay less attention to competing
brands
• Offer product/service ideas to the
firm
• Are cost effective
 Approaches To Consumer
Behaviour
Managerial:
• Micro and cognitive in nature
• Emphasizes on attitudes, perceptions, lifestyle and
demographic characteristics
• Environmental effects-reference groups, family and
culture
• Risk of this approach is overemphasis on rationality of a
consumer and overlooks
• the dynamics of environmental factors independent of the
individual
• Tends to focus more on purchase than on consumption
Holistic:
• More macro in approach
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• Tends to focus more on consumption experience than on

purchasing process
• Stresses the broader, culturally derived context of
consumption
• Emphasizes on environmental context of the consumer’s
actions
• This approach may not be actionable and all decisions are
not rational.
 Need To Understand Consumer Buying Behaviour:

• Why consumers make the purchases that they
make?
• What factors influence consumer purchases?
• The changing factors in our society.
• Consumer Buying Behavior refers to the buying
behavior of the ultimate consumer. A firm needs to
analyze buying behavior for:
 Buyers reactions to a firms marketing
strategy has a great impact on the firms success.
 The marketing concept stresses that a
firm should create a Marketing Mix (MM) that
satisfies (gives utility to) customers, therefore need
to analyze the what, where, when and how
consumers buy.
 Marketers can better predict how
consumers will respond to marketing strategies.
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Stages of Consumer Buying Process:

Six Stages to the Consumer Buying Decision Process (For
complex decisions). Actual purchasing is only one stage of the
process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages, determined
by the degree of complexity.
The 6 stages are:
1. Problem Recognition(awareness of need)--difference
between the desired state and the actual condition. Deficit in

assortment of products. Hunger--Food. Hunger stimulates
your need to eat.
Can be stimulated by the marketer through product
information--did not know you were deficient? I.E., see a
commercial for a new pair of shoes, stimulates your
recognition that you need a new pair of shoes.
2. Information search--
 Internal search, memory.

 External search if you need more
information. Friends and relatives (word of
mouth). Marketer dominated sources; comparison
shopping; public sources etc.
A successful information search leaves a buyer with possible
alternatives, the evoked set. Hungry, want to go out and eat,
evoked set is
 Chinese food
 Indian food
 Burger king
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 Klondike Kates etc

3. Evaluation of Alternatives--need to establish criteria for
evaluation, features the buyer wants or does not want.

Rank/weight alternatives or resume search. May decide that
you want to eat something spicy, Indian gets highest rank
etc.
If not satisfied with your choice then returns to the search
phase. Can you think of another restaurant? Look in the
yellow pages etc. Information from different sources may be
treated differently. Marketers try to influence by "framing"
alternatives.
4. Purchase decision--Choose buying alternative, includes
product, package, store, method of purchase etc.

5. Purchase--May differ from decision, time lapse between 4
& 5, product availability.

6. Post-Purchase Evaluation--outcome: Satisfaction or
Dissatisfaction. Cognitive Dissonance, have you made the

right decision. This can be reduced by warranties, after sales
communication etc.
After eating an Indian meal, may think that really you
wanted a Chinese meal instead.
 Types Of Consumer Buying Behaviour:
Types of consumer buying behavior are determined by:

• Level of Involvement in purchase decision.
Importance and intensity of interest in a product in a
particular situation.
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• Buyer’s level of involvement determines why he/she

is motivated to seek information about a certain products
and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced
goods, products visible to others, and the higher the risk the higher
the involvement. Types of risk:
• Personal risk
• Social risk
• Economic risk
The four type of consumer buying behavior are:
 Routine Response/Programmed Behavior--buying
low involvement frequently purchased low cost items;
need very little search and decision effort; purchased
almost automatically. Examples include soft drinks,
snack foods, milk etc.
 Limited Decision Making--buying product
occasionally. When you need to obtain information about
unfamiliar brand in a familiar product category, perhaps.
Requires a moderate amount of time for information
gathering. Examples include Clothes--know product class
but not the brand.
 Extensive Decision Making/Complex high
involvement, unfamiliar, expensive and/or infrequently
bought products. High degree of
economic/performance/psychological risk. Examples
include cars, homes, computers, education. Spend a lot of
time seeking information and deciding.
Information from the companies MM; friends and
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relatives, store personnel etc. Go through all six stages of

the buying process.
 Impulse buying, no conscious planning.
The purchase of the same product does not always elicit the same
Buying Behavior. Product can shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision
making (for someone that does not go out often at all), but limited
decision making for someone else. The reason for the dinner,
whether it is an anniversary celebration, or a meal with a couple of
friends will also determine the extent of the decision making.
 Categories That Effect The Consumer Buying Decision
Process
A consumer, making a purchase decision will be affected by
the following three factors:
1. Personal
2. Psychological
3. Social
The marketer must be aware of these factors in order to develop an
appropriate MM for its target market.
Personal
Unique to a particular person. Demographic Factors. Sex,
Race, Age etc.
Who in the family is responsible for the decision making. Young
people purchase things for different reasons than older people.
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Psychological factors
Psychological factors include:
Motives--
A motive is an internal energizing force that orients a
person's activities toward satisfying a need or achieving a
goal.
Actions are effected by a set of motives, not just one. If
marketers can identify motives then they can better develop
a marketing mix.
MASLOW hierarchy of needs!!
o Physiological
o Safety
o Love and Belonging
o Esteem
o Self Actualization
Need to determine what level of the hierarchy the consumers
are at to determine what motivates their purchases.
Perception--
What do you see? Perception is the process of
selecting, organizing and interpreting information inputs to
produce meaning. IE we chose what info we pay attention to,
organize it and interpret it.
Information inputs are the sensations received through sight,
taste, hearing, smell and touch.
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Selective Exposure-select inputs to be exposed to our

awareness. More likely if it is linked to an event, satisfies
current needs, intensity of input changes.
Selective Distortion-Changing/twisting current received
information, inconsistent with beliefs.
Advertisers that use comparative advertisements, have to be
very careful that consumers do not distort the facts and
perceive that the advertisement was for the competitor.
Selective Retention-Remember inputs that support beliefs,
forgets those that don't.
Ability and Knowledge--
Need to understand individual’s capacity to learn.
Learning, changes in a person's behavior caused by
information and experience. Therefore to change consumers'
behavior about your product, need to give them new
information re: product...free sample etc.
Knowledge is the familiarity with the product and expertise.
Inexperience buyers often use prices as an indicator of
quality more than those who have knowledge of a product.
Learning is the process through which a relatively
permanent change in behavior results from the consequences
of past behavior.
Attitudes--
Knowledge and positive and negative feelings about
an object or activity-maybe tangible or intangible, living or
non- living.....Drive perceptions Individual learns attitudes
through experience and interaction with other people.
KIT’s IMER___________________- 35 -
Consumer attitudes toward a firm and its products

greatly influence the success or failure of the firm's
marketing strategy.
Attitudes and attitude change are influenced by
consumers personality and lifestyle.
Consumers screen information that conflicts with their
attitudes. Distort information to make it consistent and
selectively retain information that reinforces our attitudes. IE
brand loyalty.
There is a difference between attitude and intention to
buy (ability to buy).
Personality--
All the internal traits and behaviors that make a person
unique, uniqueness arrives from a person's heredity and
personal experience. Examples include:
 Work holism
 Compulsiveness
 Self confidence
 Friendliness
 Adaptability
 Ambitiousness
 Dogmatism
 Authoritarianism
 Introversion
 Extroversion
 Aggressiveness
 Competitiveness.
Traits effect the way people behave. Marketers try to match
the store image to the perceived image of their customers.
KIT’s IMER___________________- 36 -
There is a weak association between personality and Buying

Behavior; this may be due to unreliable measures.
Lifestyles--
Recent US trends in lifestyles are a shift towards
personal independence and individualism and a preference
for a healthy, natural lifestyle. Lifestyles are the consistent
patterns people follow in their lives.
Social Factors
Consumer wants, learning, motives etc. are influenced by
opinion leaders, person's family, reference groups, social class
and culture.
Opinion leaders--
Spokespeople etc. Marketers try to attract opinion
leaders...they actually use (p y) spokespeople to market their
products. Michael Jordon (Nike, McDonalds, Gatorade etc.)
Can be risky...Michael Jackson...OJ Simpson...Chevy Chase
Roles and Family Influences--
Role...things you should do based on the expectations of you
from your position within a group.
People have many roles. Husband, father, employee.
Individuals role are continuing to change therefore marketers
must continue to update information.
Family is the most basic group a person belongs to.
Marketers must understand:
KIT’s IMER___________________- 37 -
 that many family decisions are made by the family

unit
 consumer behavior starts in the family unit
 family roles and preferences are the model for
children's future family (can reject/alter/etc)
 family buying decisions are a mixture of family
interactions and individual decision making
 Family acts an interpreter of social and cultural values
for the individual.
The Family life cycle: families go through stages; each stage
creates different consumer demands:
 Bachelor stage.
 newly married, young, no children...me
 full nest I, youngest child under 6
 full nest II, youngest child 6 or over
 full nest III, older married couples with dependant
children
 empty nest I, older married couples with no children
living with them, head in labor force
 empty nest II, older married couples, no children
living at home, head retired
 solitary survivor, in labor force
 solitary survivor, retired
 Modernized life cycle includes divorced and no
children.
Reference Groups--
KIT’s IMER___________________- 38 -
Individual identifies with the group to the extent that

he takes on many of the values, attitudes or behaviors of the
group members.
Families, friends, sororities, civic and professional
organizations. Any group that has a positive or negative
influence on a persons attitude and behavior.
Membership groups (belong to)

Affinity marketing is focused on the desires of consumers
that belong to reference groups. Marketers get the groups to
approve the product and communicate that approval to its
members. Credit Cards etc.
Aspiration groups (want to belong to)
Disassociate groups (do not want to belong to)
Social Class—
An open group of individuals who have similar social
rank. US is not a classless society. US criteria; occupation,
education, income, wealth, race, ethnic groups and
possessions.
Social class influences many aspects of our lives. IE upper
middle class Americans prefer luxury cars Mercedes.
 Upper Americans-upper-upper class, .3%, inherited
wealth, aristocratic names.
 Lower-upper class, 1.2%, newer social elite, from
current professionals and corporate elite
 Upper-middle class, 12.5%, college graduates,
managers and professionals
 Middle Americans-middle class, 32%, average pay
white collar workers and blue collar friends
KIT’s IMER___________________- 39 -
 Working class, 38%, average pay blue collar workers

 Lower Americans-lower class, 9%, working, not on
welfare
 Lower-lower class, 7%, on welfare
Social class determines to some extent, the types, quality, quantity
of products that a person buys or uses. Lower class people tend to
stay close to home when shopping, do not engage in much
prepurchase information gathering. Stores project definite class
images. Family, reference groups and social classes are all social
influences on consumer behavior. All operate within a larger
culture.
Culture and Sub-culture--

Culture refers to the set of values, ideas, and attitudes
that are accepted by a homogenous group of people and
transmitted to the next generation.
Culture also determines what is acceptable with product
advertising. Culture determines what people wear, eat, reside
and travel. Cultural values in the US are good health,
education, individualism and freedom. In american culture
time scarcity is a growing problem. IE change in meals. Big
impact on international marketing.
KIT’s IMER___________________- 40 -
Research Methodology
• Research Design:-
Research design is the guideline, which help the researcher
to get the required information from the respondents within the
specific time limit,
• Type of Research:-
The type of research was descriptive
• Nature of Research:-
The nature of research was quantitative.
• Type of questions:-
Standard and limited Probing
• Type of analysis:-
Statistical
• Sources of Data:-
There are two types of Data:-
1) Primary data:-
KIT’s IMER___________________- 41 -
Primary data was collected with help of Questionnaire,

which was specifically framed.
2) Secondary data:-
Company Manual, Yearly Magazines.
• Research technique :-
Survey method technique was used
Contact method
Interviews with the respondents
• Sampling plan:
a) Sample size : - The over all sample size was one hundred
b) Sample element : - Potential Buyers of residential
property.
c) Sample extent : - Pune city
d) Sample Duration : - 1st June 2007 to 31st July 2007
e) Sampling Procedure:- Random Sampling.
• Research Instrument:-
The research instrument used was Questionnaire (close-ended and
open-ended).
KIT’s IMER___________________- 42 -
Data Analysis
1) Table showing present type of Residential Ownership.
Type No. of % of
Respondents Respondents
Ownership 36 36%
On Rental 49 49%
Others 15 15%
Total 100 100%
Residential Ownership
15%
36% Ownership
On Rental
Others
49%
The above table shows that, maximum no. of respondents stay on

rental basis i.e.49%, and 36% of the respondents have their own
residence and 15% of respondents are in others category, which
include residence on lease or staying at relatives.
KIT’s IMER___________________- 43 -
2) Table showing areas preferred to purchase residential

properties.
Area No. of Respondents % of Respondents

Peth Area 11 11%
Kalyani Nagar 19 !9 %
Hadapsar 23 23%
Kondwa 26 26%
Katraj 07 07%
Baner 05 05%
Pashan 09 09%
Total 100 100%
Preffered area for Property Purchase
9% 11% Peth Area

5%
7% Kalyani Nagar
19%
Hadapsar
Kondwa
Katraj
26%
23% Baner
Pashan
The above table shows that maximum no. of respondents i..e.26%

prefer Kondwa area, whereas 23% of the respondents prefer
Hadapsar area, while 19% of respondents prefer Kalyani Nagar
area, whereas 09% of respondents prefer Pashan area while 07%
of respondents prefer Katraj area and 05% of respondents prefer
Baner area for purchasing residential properties.
KIT’s IMER___________________- 44 -
3) Table Showing Factors taken into consideration while

purchasing Residential properties.
Factors No. of % of
Respondents Respondents
Location 28 28%
Price 39 39%
Transportation 16 16%
Facility
Accessibility to 07 07%
Market
Others 10 10%
Total 100 100%
Factors while Purchasing Resendential

Properties
10%
7% 28%
16%
39%
Location Price
Transportation Facility Accessibility to Market
Others
The above table shows that maximum no. of respondents i.e. 39%
consider Price, whereas 28% consider location while 16% consider
transportation facility whereas 10% consider other factors like
Vastushastra, Water availability etc. and 07% of respondents
consider accessibility to the market as important factors for
purchasing the residential properties.
KIT’s IMER___________________- 45 -
4) Table showing Parameters considers while selecting

residential properties.
Parameters No. of Respondents
Brand Name 53
Quality 62
Space (Sq. ft.) 49
Facilities 73
Interior 30
Schemes 57
Parameters considers while selecting

residential properties
No. of Respondents
80 73
70 62 57
60 53 49
50
40 30
30
20
10
0
he r
ac u e
In es
es
(S t y
cil )
Brand Name
Sc erio
Fa . ft.
am
e ali
iti
Quality
q
N
Space (Sq. ft.)

Q
d
Facilities
an
Interior
Br
Parameters Schemes
Sp
The above table shows that maximum no. of respondents i.e. 73

consider Facilities as the parameter while 62 respondents consider
Quality, whereas 57 of respondents consider Schemes whereas 53
respondents consider Brand name while 49 respondents consider
Space (Sq. ft.) and 30 respondents consider Interiors as the
parameters while selecting residential properties.
5) Table showing sources of Information for respondents while

Property Purchasing.
Sources No. of Respondents % of Respondents
KIT’s IMER___________________- 46 -
Hoardings 13 13%
Newspapers 17 17%
Agents/Consultants 33 33%
Relatives/Friends 28 28%
Others 09 09%
Total 100 100%
Various Sources of Information for Property

Purchasing
9% 13%
28%
17%
Hoardings
Newspapers
Agents/Consultants
33% Relatives/Friends
Others
Above table shows that 33% of the respondents get their

information from Agents /Consultants, where as 28% of the
respondents get information from Relatives/ Friends while 17% of
respondents get information from Newspapers whereas 13% of
respondents get information from Hoardings and 09% of
respondents get their information through Other Sources like Local
News Channel,Radio,Internet etc. for Purchasing Residential
Properties.
6) Table showing awareness in respondents about various

schemes offered by KBC.
Awarenes No. of Respondents % of Respondents

s
Yes 67 67%
KIT’s IMER___________________- 47 -
No 33 33%
Total 100 100%
Awareness of Respondents to Various

Schemes
33%
Yes
No
67%
The above table shows that maximum no. of respondents i.e. 67%
were aware about the various schemes offered by KBC whereas
33% of respondents were not aware about various schemes offered
by KBC.
KBC is having good brand name in the city, most of people prefer
it.
7) Table showing duration of the year when normally

respondents like to purchases residential properties.
Month No. of Respondents % of Respondents

Jan to Apr 35 35%
May to Aug 13 13%
KIT’s IMER___________________- 48 -
Sept to Dec 52 52%

Total 100 100%
Duration of Purchasing Resendential

Properties
35%
Jan to Apr
May to Aug
52% 13%
Sept to Dec
Above table shows that maximum no. of respondents i.e. 52%

would prefer Sept to Dec as the duration where as 35% respondents
would prefer Jan to Apr while 13% of respondents prefer May to
Aug as the duration of the year where they would like to purchase
residential properties.
8) Table showing type of Residential property respondents

would like to Purchase.
Type No. of Respondents % of Respondents

1 BHK Flat 18 18%
2 BHK Flat 48 48%
3 BHK Flat 24 24%
4 BHK Flat 06 06%
Bungalow/Row 04 04%
KIT’s IMER___________________- 49 -
house
Total 100 100 %
Type of Resedential Property
4% 6% 18% 1 BHK Flat

24%
2 BHK Flat
3 BHK Flat
Bungalow/Row
house
48% Others
Above table shows that maximum no. of respondents that is 48%

would like to purchase 2 BHK Flat, whereas 24% respondents
prefer 3 BHK Flat, while 18% respondents prefer 1BHK Flat
whereas 4% of respondents prefer Bungalow/Row house and 06%
respondents prefer others which include Duplex, Terrace Flat,
Attached Flat etc. for purchases of residential property.
9) Table showing mode of purchases of residential

property preferred by respondents.
Mode No. of Respondents % of Respondents

Home Loans 57 57%
Lum-sum 06 06%
Installments 33 33%
Others 04 04%
Total 100 100%
KIT’s IMER___________________- 50 -
Mode of Purchase
4%
33%
Home Loans
Lum-sum
6%
57% Installments
Others
Above table shows that maximum no. of respondents i.e.57%

would prefer Home Loans whereas 33% of respondents would
prefer Installments while 06% of respondents would prefer Lum-
sum and 04% of respondents prefer Others.
Findings
1) During the time of survey, was found that 49%

respondents are having the resident on rental, 36%
respondents are having own property & 15%
respondents are having other sources such as lease,
relatives & friends etc.
2) It was found that maximum no. of respondents were

preferred to purchase residential property in
KIT’s IMER___________________- 51 -
Kondwa area,i.e 26 % and only 5% respondents

were preferred in Baner area.
3) It was found that the price & location is major factor

which consider by the customer. Here 39%
respondents are considering the price, 28%
respondents are consider location & 16% & 7%
respondents are consider transportation & market
facility.
4) It was found that the ‘quality’ & ‘facilities’ are most

considerable parameters at the time of selecting
residential property
5) It was found that the source of information of

consumers the real estate consultant play very vital
role.
6) It was found 67% respondents were aware of various

schemes offered by KBC & 33% respondents were
not aware. .
7) In the duration of September to December the most

of the respondents were like to purchase the
residential property because of the most of the
festival are in this duration.
KIT’s IMER___________________- 52 -
8) It was found that demand of the 2 & 3 BHK flats

were more to comparing other types
9) In the mode payments 57% respondents go through

home loans of various banks & private financial
institutes, 33% respondents go through installments,
6% respondents through lum sum amount & 4%
respondents choose other mode of payments.
10) It was found that the close competition of KBC were

Vascon, Bramha Builders & Nyati Builders which
were mostly known by the respondents.
KIT’s IMER___________________- 53 -
Conclusion
1) It can be seen that Kumar Builders is most popular brand.
2) Quality is considering lot while purchasing residential property.
3) The Kumar Builders stands first among three top companies in

Pune city.
4) The Buyers consider Quality and price while purchasing the

residential property.
5) The customer may change the Brand if the Particular brand is

not available and also because of close substitute.
6) Price hike is also one of the reasons for change in brand.
7) Adverting and other sales promotion tools have a great effect on

sales of the residential property.
KIT’s IMER___________________- 54 -
Suggestions
1) KBC should try to tap other market potentials, such as Nasik,
Kolhapur, Surat Ahmedabad and 2nd tire cities.
2) KBC should try to decrease Five star amenities with a view to

cut down the property prices and there by attracting the middle
class.
3) KBC should organize annual customer meet to appreciate those

customer who have been with them and awarded them.
4) KBC should take mass media such as television more precisely

cable media to target local customers.
5) KBC should also concentrate more on interior decoration to

compete with other competitors.
6) KBC should reduce the maintenance charges.
7) KBC should also concentrate on CRM activities, such as

loyalty to create strong good will and gain new customer.
KIT’s IMER___________________- 55 -
Questionnaire

RESIDENTIAL PROPERTIES WITH REFRENCE TO
KUMAR BUILBERS, PUNE”
Personal Details
NAME:-
OCCUPATION :-
GENDER:-
FAMILY SIZE :-
CONTACT :
E MAIL:-
NO. OF EARNING MEMBERS:-
1. Do you have any plan to purchase residential property in Pune?
Yes
KIT’s IMER___________________- 56 -
2. What is your present type of property?
Ownership On rental
Others
3. In which area would you prefer to purchase residential

properties?
Peth area Hadapsar
Pashan Baner
Kalyani nagar Katraj
kondwa
4. Which factor do you take in to consideration while purchasing

residential properties? (Choose any one)
Location Price
Transportation facility Accessibility to market
KIT’s IMER___________________- 57 -
Others
___________________________________________
5. Which parameters do you take in to consideration while

selecting a residential property? (Allow to multiple choice)
Brand Name Quality
Space (sq. ft) facilities
Interiors Schemes
6. Which other construction company / industry are you aware of

other than KBC? (Open ended)
____________________________________________
____________________________________________
7. Plz. Indicate the source of information that you consider for

property purchasing ? (choose any one)
Hoarding Newspapers
Agent Relatives
KIT’s IMER___________________- 58 -
Others
8. A) Are you aware of various schemes offered by KBC?
Yes No
B) If yes, what is your opinion about the scheme ?
Very Good Good Average
9. During which duration of the year normally would you like to

purchase residential properties?
Jan. to Apr. May to Aug. Sep. to Dec.

______________________________________________________
__
10. What type of residential property you would like to

purchases?
1BHK Flat 2BHK Flat
3BHK Flat Bungalows/Row
KIT’s IMER___________________- 59 -
House
Others
11. What will be your mode of purchase of residential

property?
Home Loans Lum sum
Installments Others
____
______
Signatu
re
Bibliography
Books referred
Title : - Marketing Management
KIT’s IMER___________________- 60 -
Name of the Author : - Philip Kotler
Title : - Marketing Research

Name of the Author : - Thomas C Kinnear
Title : - Consumer Buying Behavior

Name of the Author : - J. Paul Peter
Title : - Research Methodology

Name of the Author : - Dr. S. Shajahan
Other sources:-
1) News Paper
2) Magazines
3) Internet websites
Webliography Referred
a) www.google.com
b) www.marketingprofessors.com
c) www.indiatimes.com
d) www.kumarbuilders.com
KIT’s IMER___________________- 61 -

A Study of Customer Satisfaction of Residentinal Properties With Reference To Kumar Builders, Pune."

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A Study of Customer Satisfaction of Residentinal Properties With Reference To Kumar Builders, Pune."

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SHIVAJI UNIVERSITY__________

“A STUDY OF CUSTOMER SATISFACTION OF RESIDENTIAL

WITH SPECIAL REFERENCE TO

“KUMAR BUILDERS, PUNE”

SHIVAJI UNIVERSITY, KOLHAPUR

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION (M.B.A.)

MR. ANIS .S. SHAIKH

UNDER THE GUIDANCE OF

THROUGH THE DIRECTOR

This dissertation from a part of my two year M.B.A

I acknowledge with sense of reverence my gratitude towards

I want to give special the production manager and other staff

I also thank my Director Mrs. A.G.JAYAKUMARI. and

I, ANIS .S. SHAIKH undersigned hereby declare that the

“A STUDY OF CUSTOMER SATISFACTION OF

Written and submitted by me under the guidance Prof. VAISHLI

This is to certify that ANIS .S. SHAIKH. An M.B.A student of

He has successfully completed his project in the partial fulfillment

Prof. A.G.JAYAKUMARI Prof. V.

"The construction sector, therefore, has to gear up fully to

 To study the property purchasing behavior i.e.

(Residential) of different types of customer in different area.

buying pattern especially in case of Residential properties.

Kumar Builders Constructions.

various schemes available or schemes offered by Kumar

willing to purchase Residential properties.

This study will be beneficial to Kumar Builder Constructions

Company comes to know about customers expectations &

Hence, this market study will provide information to

1) The survey was restricted to selected areas in Pune City

2) The time duration of this survey was 50 days only.

3) Rainy season was main hurdle for this survey.

5) This project was only restricted to the residential properties

NEED & SIGNIFICANCE

The study conducted is Pune city reflects the market position

2.1 Introduction to Company

"Kumar Group" established on 15th August, 1966 by the

design, development, construction & marketing of Residential and

Kumar Builders is professionally managed and a significant

In the context of technological advances, the Kumar

2.2 Branches & Offices:

Pune Head Office:

Mumbai Branch Office:

Bangalaru Branch Office:

2.3 Achievements & Awards

• Kumar builders receives srishti green cube award from

2.4 Products Range & Variety

Multiplex / Retail Projects

Kumars Residential Projects

Kumar Meadows Kumar Kruti Buena Vista

Windsor Park Kumar Puram Sophronia

Kumar City Laxmi Vilas Hillscape

The Orion Kumar Surkasha Kumar Dhruv

Kumar Sahawas Kubera Sankul Kumar

Kubera Vihar Kumar Sansar i-Life

1 Sameer Palshikar Media Manager Advertising

27 Rajendra Bhagat Sales Manager Sales & Mkt.

28 Anil Deshpande Security Incharge Security

2.6 List of Competitors:

 Definition of Buying Behaviour:

Buying Behavior is the decision processes and acts of people