SUBMITTED By UPENDRA KR.

SINGH (MBA) From JB Knowledge park

Faridabad
1 |Page

(2010-2012)

Any assignment puts to a litmus test of an individual knowledge, credibility or experience and thus sole efforts of an individual are not sufficient to accomplish the desired successful completion of a project involved interest and effort of many people and so this becomes obligatory on the part to record my thanks to those who helped me out in the successful completion of my dissertation. Life is a process of accumulating and discharging debts; not of all those debts can be measured. I cannot hope to discharge them with simple words of thanks but I can certainly acknowledge them. First and foremost I take an honor to express my sincere thanks to Mr. Apratim sanatani, manager marketing, Amrapali group for giving me an opportunity to carry out work under his inspiring, vast & valuable experience and guidance. It is our heartfelt honor to thank Dr. Rohit Ramesh; faculty MBA JB knowledge park , Ramesh

faridabad for his valuable guidance in successful completion of this project.

I thank Mr.Nalin kumar, Ms. Sumeet Sanghu, Ms Kavita Joshi for giving me their , . s Ka oshi Sanghu continuous encouragement and guidance with problem solving attitude through out the project. Finally I would extend my gratitude to all those who has contributed in many ways and made this project a successful endeavor.

Thank you all.

Page | 2

PREFACE
As part of MBA curriculum summer training was under taken with AMRAPALI GROUP, one of the biggest real estate company in INDIA. The purpose of this training was to have practical experience of working in marketing organization and to have exposure to various management practices in the field of marketing. During this training apart having the practical experience this project was assigned to me. The report is an attempt to go through the detail of penetration of Amrapali Group and to study the competitive strength of Amrapali group and study How consumer behave in real estate market. No professional curriculum is considered complete without work experience. Every individual who is doing management studies has to under go this phase of practical studies he/she can considered himself/herself fully qualified as potential manager. I hope that the words of projects will communicate the actual of experienced gained with subtlety and precision, which is unapproachable, by any other means.

Anybody can do a work but very few can excel it and they are said to be repository of expertise skills of that work.

Page | 3

EXECUTIVE SYNOPSIS
There are more than a half dozen real estate companies performing in Noida. Almost all of them are focused in Northern Capital Region with their products for high middle class family. AMRAPALI GROUP, a leading real estate as well as construction company is functioning in Noida for last 10 years with its more than a half dozen projects. The company is poised to be the most profitable real estate company in Noida with its excellent service and fastest sales ratio performance The objective of the project is to understand the behavior of buyers of Silicon City, the real estate venture of AMRAPALI GROUP in Noida. The study of consumers is always been very crucial for a company to position itself in the market. The ultimate purpose of any company is to endeavor to capture the untapped market and hence increase the market share by introducing new products with new features. In order to find out new potential customer a company is need to be fully aware about the trends in perceptions of consumers. The research is targeted to know how the company can study and analyze the behavior of consumer so that the company can focus and implement its various promotion mixes effectively. The project has depth study of variation of consumer perceptions while purchasing homes. The study of consumer behavior for the company is very important because the products of real estate industry are much different than any other industry. The reason is that there is a huge investment while buying a home and the prices of products plays a determining factor in a consumers decision making process.

Page | 4

A specific focus of the project is to find the way to capture the untapped market in NCR region and to find the new market for the company. The project is to analyze the competitors of AMRAPALI GROUP in view of the marketing strategy, pricing, discount, schemes and product quality. The research adopted quantitative as well as qualitative methodology by using the simple survey methods into two phases, by meeting personally to actual buyers and prospective buyers, understanding about the plans, projects and prices of the products of various real estate companies functioning in Noida and to make comparative study and analysis on basis of that information. The findings are regard to AMRAPALI GROUP products in particulars. Insights have been obtained about attitude towards products and perception and satisfaction level of customers on the brand/product choice and the future strategies of company regarding the projected projects of the company. Finally, this report concludes by making a summary of the findings. Some recommendations for marketing strategy of a product in terms of product and promotion mix have been made for products.

Executive summary
Page | 5

Enterprises engaged in marketing activities seek competitive advantage through market research. As the projects deals with Importance of consumer behavior in real estate marketing in NOIDA region. We are analyzing the behave of real estate customer in NCR. The project is divided into: Title Page Certificate Acknowledgement Preface Executive Summary Company Profile Research Methodology Finding and analysis Recommendation Conclusion Bibiliography

I am sure this project will help Amrapali group to build a data base for make marketing strategy. I thank to Amrapali Group for their encouragement to complete this project.

Page | 6

Contents
Acknowledgement Preface Executive Summary Chapter I 1. Company Profile 2. Introduction 1.1 Chairmans message 1.2 Brand Ambassdor 1.3 Overview of the Company 6-46 47 2 3 4

2. Real Estate Industry in India 2.1. Literature Review 2.2. Booming Indian Real Estate 2.3. Foreign Direct Investment in India 2.4. Guidelines for FDI Application in Indian Real Estate 1. Research Methodolgy 2. Finding and Analysis 3. Conclusion 4. Limitations 5. Recommendations 6. Bibiliography 7. Annexures

Page | 7

COMPANY PROFILE

Page | 8

AMRAPALI GROUP

Chairman's Message

With the upsurge of growth in real estate sector, Amrapali Group has always been in the main stream. The increasing requirement of multinational and indigenous occupiers, as well as growing profile of property consultancy services, in India we need to shake hands and establish ethical relationship between each other. In present real state scenario market has grown competitive and sailing your ship is not a cake walk. Multifold effort of our executives, staffs, associates, friends, buyers, occupiers and investors has been unprecedented, overwhelming and encouraging. Let us explore the opportunity, join hands and associates in the fraternity of Amrapalis domain. Wish you all the best.

Anil Kumar Sharma

Page | 9

Brand Ambassdor: Mahandra Singh Dhoni

Mahandra Singh Dhoni with Marketing managers (AMRAPALI GROUP)

Page | 10

Mission
Rewarding investment - To create for our shareholders a stable and lucrative investment platform providing realistic returns and long term benefits. Leadership - To be regarded as the most credible and reliable real estate company in the region by the real estate and financial community as well as our customers and partners. Long-term Communities - To create modern, efficient, attractive and sustainable environments to facilitate the social and economic development. Growth - To achieve the attraction of inward investment, and controlled expansion into international markets. Premium - To create communities developed to high-quality standards, balancing the need for infrastructure with the sustainability of the environment.

Vision

Through the planning of our developments, ensure delivery of the highest quality products on time and on budget with the highest standards of finishes At all times be stakeholder focused, responding and reacting to the needs, wants and desires of our shareholders, customers and residents. Create and promote developments that are forward looking, innovative and tailored for specific markets. Promote Noida development, a good place to live, work, visit and enjoy life. Optimize personal development of staff through quality training, and establishing and maintaining the highest standards of professionalism and ethics

Page | 11

Overview of the Company

Setting the trend for modern, luxurious and convenient living A well constructed, luxurious home in a prime location with modern amenities and a comfortable lifestyle - what more could you ask for? This and more is offered by the Amrapali Group, one of the fastest growing real estate development corporates in Delhi and the National capital region. Focusing on Greater Noida, Indirapuram and other East Delhi locations, the Amrapali Group has completed projects spread over more than 100 acres. What makes the Amrapali group stand out is its steadfast dedication to quality and efficient service. Established by Mr. Anil Sharma, a civil engineer from IIT Kharagpur and a former government employee, Amrapali is run by a group of highly competent engineers and over 50 professional and 150 supervisorygrade employees. Amrapali understands the importance of quality and ensures the best of technology, planning, design and construction for all of its projects. In a short span of time, Amrapali has developed luxurious residential complexes, townships, family entertainment centres, offices and commercial complexes. With its unmatched expertise in residential development, Amrapali has developed six ultra-modern residential colonies in and around Delhi. In its projects, the group's first priority is aesthetics. The name Amrapali has been drawn from a historical queen, who was reputed to have the beauty and elegance of the likes of Cleopatra. Design for comfort living is therefore the group's mantra and for this, it employs the nation's best architect, "Hafeez Contractor". The best amenities for comfortable living are included in the group's projects - splash pools, modern club facilities with swimming pools, gym, sports facilities and spaces for community activities offer the best aspects of community living. On-time project delivery is another advantage that comes with Amrapalis projects, one that the group takes a lot of pride in. Professional project management, a dedicated site supervision team and a high regard for punctuality mean that buyers and investors are never kept waiting for their property.

Page | 12

The Indian economy has transformed substantively over the last two decades, growing consistently at an average of 8 per cent and is poised to take its place among the leading economies in the years to come. Strong performance of the economy can be particularly attributed to healthy growth in manufacturing and services sectors. The economic performance of India has provided strong impetus to the real estate sector, which has been witnessing heightened activity in the recent years. Substantial end user and investor interest, large scale investment in infrastructure and rapid urbanization have contributed to the growth trajectory of Indian real estate. The real estate growth story is clearly visible in urban centre such as Delhi, Mumbai and Bangalore which have acquired global character and recognition. The strong fundamentals of the Indian economy are having a favorable impact on all asset classes of Indian real estate viz. housing, commercial office space and retail and hospitality. In recent years, the growth has spread out to tier-II and III cities as well. High growth in services as well as manufacturing sector has resulted in high demand for commercial and industrial real estate. Further the economic growth has trickled down to the large Indian middle class increasing affordability and affluence. Improving living standards are driving the demand for better quality housing and urban infrastructure. In fact, housing in India is today moving from being viewed as a purely basic need to an inspirational purchase. Though high interest rates coupled with soaring property prices have temporarily impacted affordability of home buyers the demand-supply mismatch and low home loans to GDP ratio in India (a meager 5 per cent as against more than 50 per cent in US, UK and Germany) are expected to fuel demand for housing in the medium long run. The growth of the sector has been complemented by favorable policy changes like liberalization of Foreign Direct Investment (FDI) guidelines and significant increase in investment on physical infrastructure.

Page | 13

REAL ESTATE INDUSTRY IN INDIA

The term real estate is defined as land, including the air above it and the ground below it, and any buildings or structures on it. It is also referred to as realty. It covers residential housing, commercial offices, trading spaces such as theatres, hotels and restaurants, retail outlets, industrial buildings such as factories and government buildings. Real estate involves the purchase, sale, and development of land, residential and nonresidential buildings. The main players in the real estate market are the landlords, developers, builders, real estate agents, tenants, buyers etc. The activities of the real estate sector encompass the housing and construction sectors also. The real estate sector in India has assumed growing importance with the liberalization of the economy. The consequent increase in business opportunities and migration of the labour force has, in turn, increased the demand for commercial and housing space, especially rental housing. Developments in the real estate sector are being influenced by the developments in the retail, hospitality and entertainment (e.g., hotels, resorts, cinema theatres) industries, economic services (e.g., hospitals, schools) and information technology (IT)enabled services (like call centers) etc. and vice versa.

Literature review

Page | 14

Customers in Noida. Internal customers (In NCR) External customers (Not in NCR)

The market survey yielded the following results: There is a great opportunity over the next years, since the Indian real estate industry is supposed to grow sharply. The company will be able to achieve a valuable presence in the real market
The dealers and customers of the company are very much satisfied with excellent

product quality of Silicon City. Although some of them are disappointed with its low pace of future projects. There is a need of creating awareness about products and services by doing more marketing. The company should increase its advertising campaign.
The commitment regarding the time duration of possession of the company is

outstanding. The company is to sustain it in future to fetch the faith of customers. The prices of products are high thats why competitors are creating hurdles for products to sustain in the market.
Focus of company is mostly on the existing projects and less conscious about

grabbing the new untapped market by starting new ambitious projects. So there are threats of steep fall in sales in near future. AMRAPALI GROUP has also presence in construction industry with its image of fastest constructions which can make it one of the larger players in the mark In this the company is targeting external customers by advertising campaign as internal customers or we can say customers of Noida are already influenced by company AMRAPALI GROUP . AMRAPALI GROUP is a major player in construction as well as real estate sector with turnover in excess of Rs 8000 Cr. The area of operation of the company is National Capital Region, Moradabad, Jaipur, Agra etc. The reality campaign of the company is mainly in NCR, but it is involved in constructions in overall North India. The company has four decades of experience of its promoters in housing construction. It is well known for its excellence quality product and timely completion of its product. The operations of AMRAPALI GROUP can be categorized in two parts the construction and real estate .the construction campaign of the company is in NCR, Moradabad, Jaipur, and Agra. In its construction industry company is involved in following constructions multistory buildings it
Page | 15

parks bridges roads and other private government constructions and secondly real estate in this. AMRAPALI GROUPP is leading realty player in Noida, a mini township concept of Green Noida. The company operates its real estate business with its ambitious project named as Silicon City. The company is functioning in Noida with its real estate and constructions units. Thus the company has a major role in the Noida Campus and has various ambitious projects in near future. Silicon City is brought by AMRAPALI GROUPP a name that carries with it over four decades of experience of its promoters in housing constructions. As by doing the survey it identifies that the company is well recognized in NCR only so the company had to take the steps that how they expand their business globally however according to me the company should invest in advertising campaign to promote their product or we can say had to adopt several methods by which they can promote their product.
Customers in Noida/internal customers- they are very much satisfied with Silicon City as they are happy with the quality of product and other attributes. External customers-they are not fully aware with the facilities introduced by AMRAPALI GROUP as company did not adopt well promotional strategies for that or to influence the external customers the company should adopt some specific promotional measures by which they can influence their external customers.

Page | 16

Booming Indian Real Estate

Demand Pull factors
Robust and sustained macro economic growth Upsurge in Industrial & business activities ,esp. new economic sectors Favorable demographic parameters Significant rise in consumerism Rapid urbanization Gamut of financing options at affordable interest rates

Resultant Impact
Increasing occupier base Significant rise in demand for office/industrial space Demand for newer avenues for entertainment, leisure & Shopping Creation of demand for new housing

Supply factors
Policy & Regulatory

Push Resultant Impact

Entry of number of domestic & foreign players increasing competition & consumer affordability Easy access to mean of project financing Increases developers risk appetite & allows large scale development Improved quality of real estate assets Development of new urban areas & effective utilization of prime land parcels in large cities

reforms (100 per cent FDI Relaxation) Positive outlook of global investors Fiscal incentives to developers Simplification of urban development guidelines Infrastructure support & development by government

The recent times have also witnessed an evolution of the sector - towards greater institutionalization and corporatization. With the entry of global players, inflow of foreign capital, evolution of capital markets, geographical diversification and introduction of reforms, the sector has undergone some significant structural changes. Even critical concern areas like transparency in the sector is also improving significantly. The trend is expected to continue in the coming years.

Page | 17

Foreign Direct Investment in Real Estate

India of today can be acknowledged as the one of the fastest growing economy in the world and in this current economic status, real estate has emerged as one of the most appealing investment areas for domestic as well as foreign investors. And this high growth curve in the real estate sector owes some credit to a booming economy and liberalized Foreign Direct Investments (FDI) regime in the real estate sector. The Government of India in March 2009 amended existing norms to allow 100 per cent FDI in the construction business. This liberalization act cleared the path for foreign investment to meet the demand into development of the commercial and residential real estate sectors. It has also encouraged several large financial firms and private equity funds to launch exclusive funds targeting the Indian real estate sector. Until now, only Non Resident Indians (NRIs) and Persons of Indian Origin (PIOs) were permitted to invest in the housing and the real estate sectors. Foreign investors other than NRIs were allowed to invest only in development of integrated townships and settlements either through a wholly owned subsidiary or through a joint venture company in India along with a local partner. Some of the foreign players who have already tied up with Indian real estate developers are Lee Kim Tah Holdings, CESMA International Pvt Ltd., Evan Lim, and Keppel Land from Singapore, Salim Group from Indonesia, Edaw Ltd., from USA, Emaar Group from Dubai, IJM, Ho Hup Construction Co., from Malaysia etc.

Page | 18

Guidelines for FDI application in Indian real estate

The Government of India has set up certain guidelines for investors willing to apply in FDI in real estate, which have conditions like area, investment options and target for completion of a project. 1. Minimum area In case of development of serviced housing plots, 10 hectares (25 acres) In case of construction-development projects, built-up area of 50,000 sq m. In case of a combination project, any of the above two conditions

2. Investment Minimum capitalization

For wholly owned subsidiaries - US$ 10 million For JV with Indian partners - US$ 5 million, to be brought in within 6

months of commencement of business.

Original investment cannot be repatriated before a period of three years from The investor may exit earlier with prior approval from Foreign Investment

completion of capitalization. Promotion Board (FIPB). 3. Time frame & rules At least 50 per cent of the project to be developed within five years from the Investor cannot sell undeveloped plots - where roads, water supply, street date of obtaining all statutory clearances. lighting, drainage, sewerage and other conveniences are not available.

Page | 19

REMF(Real Estate Mutual Funds) and REIT(Real Estate Investment Funds)

One of the most anticipated promises for the Indian real estate sector, which in turn will benefit developments of hotels, has been the entry of Real Estate Mutual Funds (REMFs) or Real Estate Investment Trusts (REITs). Industry experts believe that REMFS and REITS will definitely ensure more availability of funds to the developers and faster growth of real estate sector. A few real estate entities like HDFC Real Estate Fund, ICICI-Tishman Speyer, Ascendas India IT Park Fund, Kotak Mahindra Realty Fund, IDFC, and Edelweiss Capital have received approval and started investing in real estate.

Real Estate Investment in India

The growth curve of Indian economy is at an all time high and contributing to the upswing is the real estate sector in particular. Investments in Indian real estate have been strongly taking up over other options for domestic as well as foreign investors. The boom in the sector has been so appealing that real estate has turned out to be a convincing investment as compared to other investment vehicles such as capital and debt markets and bullion market. It is attracting investors by offering a possibility of stable income yields, moderate capital appreciations, tax structuring benefits and higher security in comparison to other investment options. A survey by the Federation of Indian Chambers of Commerce and Industry (FICCI) and Ernst & Young has predicted that Indian real estate industry is poised to emerge as one of the most preferred investment destinations for global realty and investment firms in the next few years. The potential of India's property market has a revolutionizing effect on the overall economy of India as it transforms the skyline of the Indian cities mobilizing investments segments ranging from commercial, residential, retail, industrial, hospitality, healthcare etc.

Page | 20

But maximum growth is attributed to its growth from the booming IT sector, since an estimated 70 per cent of the new construction is for the IT sector.

High demand for commercial real estate

The commercial property market has been growing at an annual rate of approximately 30% over the past eight years across major locations in India. Moreover, there is an up shooting demand for 200 million sq. ft over the next five years. Real estate industry research has also thrown light on investment opportunities in the commercial office segment in India. The demand for office space is expected to increase significantly in the next few years, primarily driven by the IT and ITES industry that requires an projected office space of more than 367 million sq ft till 2012-13.

Page | 21

Retail sector facilitating real estate growth

Apart from the IT and ITES industry influencing the Indian real estate sector, India is also getting into the knowledge based manufacturing industry on a large scale. Retail, one of India's largest industries, has presently emerged as one of the most dynamic and fast paced industries of our times with several players entering the market. The contemporary retail sector in India which is reflected in sprawling shopping centers and multiplex- malls is also contributing to large scale investments in the real estate sector with major national and global players investing in developing the infrastructure and construction of the retailing business. Over 500 shopping arcades are under construction phase and will be operational by 2010. Accounting for over 10 per cent of the country's GDP and around eight per cent of the employment retailing in India is gradually inching its way toward becoming the next boom industry. And if industry experts are to be believed, the prospects of both the sectors are mutually dependent on each other. Another emerging trend in real estate sector in India is investment in the hospitality or hotel industry. The exceptional boom in inbound tourism and the IT sector has also led to an unprecedented shortage of rooms, with hotels all over the country witnessing their highestever occupancy rates.

Page | 22

SEZs(Special Economic Zone) - the emerging investment option

Moreover, as real estate sector expands beyond the city limits with government promoting industrial belts, real estate developers are eyeing special economic zones (SEZs) as an extension of their business. Several upcoming special economic zones are also expected to provide the momentum to the commercial office space development in related area where the land comes cheaper; and a SEZ developer is entitled for tax exemptions like a 10-year corporate tax holiday. On the whole, Indian real estate sector is slated to mark the growth to $40-50 billion in the next five years. Also, India is witnessing developments of hi tech cities, a trend that has been embraced by most Indian cities. Further, India's improving image, as a corporate base for Asian markets and strong growth opportunities in emerging sectors such as financial services, pharmaceuticals, telecommunications, and biotechnology will also boost demand and broaden the occupier base.

Page | 23

FDI - inviting real estate investments

Not surprisingly, most foreign investors have aimed India in a big way, largely through joint ventures. Along with curtailing the risk factor, it provides the participating companies an exit route. The Government of India's liberalization and economic reforms programme encourages industrial policy reforms that have reduced the industrial licensing requirements, removed restrictions on investment and expansion, and facilitated easy access to foreign technology and FDI. Increased inflow of investments arising out of flexible FDI policies is sure to have a direct and positive impact on the real restate scenario of India. More investments mean more job opportunities and more jobs means more workforces. This has created a huge demand and supply gap in housing in India. The booming IT industry has also resulted in a large section of young investors who with high-income jobs chose real estate as an investment option.

Page | 24

Major Real Estate Players

DLF is India's largest real estate company in terms of revenues, earnings, market capitalisation and developable area. In line with its current expansion plans, DLF has over 425 million sq. ft. of development across its businesses, including developed, on-going and planned projects. This land bank is spread over 32 cities, mostly in metros and key urban areas across India. Already a major player in locations across the country, DLF, with over six decades of experience, is capitalising on emerging market opportunities to deliver high-end facilities and projects to its wide base of customers by constantly upgrading its internal skills and resource capabilities.

Omaxe Ltd. has been building quality structures since 1989 and they are no stranger to the needs and developments of Noida. The company is well aware of the unique challenges that this burgeoning city faces and is already building and developing flats for all income levels and family sizes. Developing, building and managing real estate is what keeps Omaxe at the forefront of the Indian real estate market.

Page | 25

Parsvnath Developers Limited is one of Indias leading Real Estate Developers, with pan India presence across 47 cities in 16 states. Parsvnath Developers Limited has a diversified portfolio which includes, Integrated Townships, Group Housing, Commercial Complexes, Hotels, I.T. Parks, B.O.T. Projects, SEZs and 3rd Party Contracting. As on date, the company has 98 ongoing projects and a total developable area of over 193 million square feet across all real state verticals.

Supertech Group, is founded in 1988, has set new trends and benchmarks of architectural excellence in the contemporary global scenario. An ISO 9001:2000 certified company; Supertech has successfully completed 20 years in real estate business and today it has revolutionized the real estate arena. Under the dynamic and pragmatic leadership of Mr. R.K.Arora, Chairman & CMD and experienced Board Members, Supertech Group is scaling new heights and touched the horizon of excellence. Their vision and entrepreneurial acumen and have taken the group to the greater heights. Supertech Group has already converted more than 33 million sq. ft. area of residential and commercial entity into architectural landmarks and more than 36 projects that accommodates nearly 6000 families. Its various projects viz. Residential & Commercial Townships, Shopping Malls, Hotels and IT Parks have either completed or about to complete. We are inspired by our clients to endeavour the dreams turning into reality. Our commitment to deliver quality with aesthetic design surges ahead with the enterprising vision of creating value through excellence. Our world class architecture shows true modern lifestyle.

Page | 26

Unitech is the leader in Real Estate and Infrastructure Development in India and one of the top 50 Real Estate companies in the world. Unitech is a leading player across residential and commercial/IT parks real estate projects.

Jindal Construction Company

Jindal Construction Company is a premier commercial construction company building a reputation of quality, craftsmanship and expertise throughout India. Whether your next construction project is a remodel, tenant improvement, renovation or new construction, we have the knowledge and resources to meet your needs. Jindal Construction utilizes state of the art technology to maximize project management efficiency for every project.

Page | 27

Introduction
COMPANY BACKGROUND
AMRAPALI GROUP is a major player in construction as well as real estate sector with turnover in excess of Rs 8000 Crore. The area of operation of the company is National Capital Region, Moradabad, Jaipur, Agra etc. The reality campaign of the company is mainly in NCR, but it is involved in constructions in overall North India. The company has four decades of experience of its experience of its promoters in housing construction. It is well known for its excellence quality product and timely completion of its product. The operations of AMRAPALI GROUP can be categorized in two parts:-

1. Constructions
The construction campaign of the company is in NCR, Moradabad, Jaipur, and Agra. In its construction industry company is involved in following constructions

Multistory buildings in Noida Residential flats in all over North India IT parks Bridges, over bridges Roads Other private and government constructions

2. Real Estate
AMRAPALI GROUP is leading realty player in Noida, a mini township concept of Green Noida. The company operates its real estate business with its ambitious project named as SILICON CITY. The company is functioning in Noida with its real estate and constructions units. Thus the company has a major role in the Noida Campus and has various ambitious projects in near future.

Page | 28

SILICON CITY
ABOUT AMRAPALI SILICON NOIDA

Noida is the buzzword in the real estate industry nowadays and land prices in Noida have zoomed up by 40%. The industry veterans Amrapali group has entered the market with its new project Amrapali silicon city in Noida. The group is targeting the residential segment with this upbeat housing project Amrapali silicon city. The commercial sector in Noida began to develop at a phenomenal speed with many companies settling down there.Both these reasons directly led to the development of Noida as the next hot spot for both residential and commercial activities. Number of IT companies, educational institution and other residential units are setup around the Amrapali silicon city The strategic location and greenery of the Amrapali silicon city is attracting all the more people to lay foundations of their homes. The high value is given to boost further by improving the infrastructure in the form of wider roads, refined drainage system and perfect underground cabling. Many world class shopping malls are opening up near Amrapali Silicon city. Amrapali Silicon city distance from New Delhi , is a biggest asset for the area's growth and infrastructure therefore property developers are scouting land banks there.

Page | 29

SILICON CITY ADVANTAGE 2,3,4 BR Apartments, Conceptually Low Rise All Flats three sides open and Park facing Green Club with sports, Health, Leisure & Entertainment Facilities Swimming Pool, Kids, Pools with Gymnasium Multi-utility Sports Hall, Medical Facility Open Amphitheatre, Auditorium, Multi-Cusine Restaurant

FACILITIES CCTVs for Common Area 3-Level 24X7 Security Intercom for Every Apartment Earthquake Resistant Structure 24X7 Water Supply Ample Parking Space Video Door Phone with every Apartments Facility Management 24X7 Power Backup

Page | 30

LOCATION

Page | 31

LOCATION ADVANTAGE
0 km. from Sec. 50 1.5 Km. from Sai Mandir
2.5Km. from Metro Station

3 Km. from fortis Hospital 15 Min. Drive from DND Flyway 10 Min. Drive from Sec. 18 Mkt.

Amrapali Group new project Amrapali Silicon City located at sector 76, Noida. Amrapal Silicon City offers 2, 3 & 4 bedroom apartments varying in sizes from 950 sq. ft. to 2410 sq. ft and offers the best and the highest standard of living in all respects. Amrapali Silicon City has excellent amenities such as Green Club with sports, Health, Leisure and Entertainment Facilities, Swimming Pool, Kids, Pools with Gymnasium, Multiutility Sports Hall, Open Amphitheatre, Auditorium, Multi Cosine Restaurant. It is your life time opportunity to move up in life, into the world you dream of.

Major attraction of Silicon City are

Located at Noida, a mini township Convenient connectivity to Delhi Well planned and wide approach road Neo-rich neighborhood of elite projects Academic institution and health care facilities Comming with this world class integrated township, Noida, is Silicon City- an adorable choice of affluent group housing. Silicon City will offer the prospective residents a distinct choice of two, three and four bedroom apartments- each one of them designed to perfection with excellent space management, ergonomic interiors and adorable amenities.

Page | 32

All this encapsulated in a breathtaking expense of captivating landscape which are adorned with beautiful plantation boulevards and water bodies. This superb amalgam ensures that the residents enjoy the finest quality of life for lifetime.

Noticeable feature are

Choice of 2/3 /4 bedroom apartments Clutter free approach Excellence architectural synergy Affluent amalgam of amenities The vast park at Silicon City is a paradise for the little ones, where they swing, slide

and indulge in various other games of their preference. All under the strict vigilance of threetier security arrangements. This sense of security within the complex gives you a relaxing time and faith of a carefree life.

Other facilities Three-tier security Car parking Vast park Pollution free environment Coral Height can be think as an address with all the luxuries of the home and a home with all the convenience of a city. The heartwarming magnificence of this integrated residential complex simply inspires to admire the view. Surrounded by the greenery, it is just a short drive of the highway and just minutes away from the Anand Vihar ISBT. While taking a walkthrough the sample flat, one will be convinced that no detail has been left untouched. From spacious rooms to large balconies and from modern kitchen to push bathroom. Every comers spells luxury. Every single window of all homes opens to
Page | 33

serene surroundings. For children there are open parks within the complex to play in totally safe and secure area. Yet, the greatest surprise is its down to earth price and highly convenient payment term.

SPECIFICATION
Structure designed for highest seismic consideration stipulated by the code, code, for better safety.

Livings/Dining
Floor Walls Ceilings Imported Oil bound Distemper Oil bound Distemper

All Bed Rooms

Floor Walls Ceiling Imported Laminated wooden flooring in bed rooms vitrified tiles flooring in one bed room Oil bound Distemper Oil bound Distemper

Kitchen
Walls Floors Counter Fittings/Fixtures Tiles 2-0 above Counter level with Oil Bound Distemper in the balance area Combination of one or more of vitrified tiles/ ceramictiles /marbles/ stones Graphite CP fitting from premium range of standard brands, single bowl stainless steel sink drain board

Page | 34

Balcony
Floors Ceilings/walls Combination of one or more of vitrified tiles/ ceramicstiles/marbles/stones Exteriors textured paints

Toilets
Walls Floors Counters Fittings/ Fixtures Combination of one or more vitrified tiles/ceramicstiles/marbles/ mirrors/oil bound distemper Combination of one or more of vitrified tiles/ marbles Granite CP fitting of standards brands

Servant Room ( whenever applicable)

Floor Walls Ceiling Toilet Ceramic tiles / stones Dry Distemper Dry Distemper Conventional fittings and fixtures

Doors and windows

Entrance doors Internal doors External doors and Windows Veneered & Polished flush shutter door with hard wood rame Polished hardwood Frame with veneered flush doors Power coated aluminum All hardware & hinges in stainless steel / brass. All doors except in the toilet to be provided with the mort ice lock.

Hardware Electricals Security Systems Lift lobby

Floor Walls

Modular switches 100% power backup Intercom facility with cc camera from the entrance of the complex.

Combination of one or more of Indian Marbles/ granite Combination of one or more of Marble/ Granite cladding
Page | 35

Connectivity

/oil bound distemper Broad band Internet Connectivity

Premium Specifications
1.

General: - Earthquake resistance designed by highly experienced structural engineers

duly vetted.

2.

Structure: - R.C.C. framed structure with tie beans connecting the columns, R.C.C slabs
and beams with brick wall partition in between.

3.

Doors/ windows: - All the external doors and window of powder coated aluminum
frames and glass. All internal door frames in hand wood with doors shutters (Masonite or equivalent) duly polished.

4.

Flooring: - Drawing, dining, bedroom and kitchen flooring to have 2x2

vitrified/ceramic tiles. Master bedroom of laminated wooden flooring. Imported ceramic files in the entire toilet, Balconies and several rooms in branded ceramic tiles. Marbles flooring in lifts, lobbies and staircases.
Page | 36

5.

Internal Finish: - All internal walls and ceilings plastered with POP finish. Branded
plastic emulsion paint in pastel shades on all the internal walls. Ceilings in white shades of oil bound distemper with concise in drawing, dining and bedroom. Wooden skirting in all rooms duly polished.

6. 7.

External Finish: - Modern & elegant outer finish with high quality texture paint. Toilets:- Provision for hot and cold water system, imported glazed tiles in pleasing
colors on walls up to doors level, European WCs, washbasins and cisterns in light shade, chrome plated sanitary fittings of standard make. Indian WC in servants toilet, Granite counters.

8.

Kitchen: - Granite working platforms with 2ft high glazed ceramic tiles. Double bowl
stainless steel sink, Independent RO system.

9.

Electricals: - All cooper writing in PVC connected conduit. Provision for adequate light
and power points with modular switches as well as telephone & TV outlets with protective MCBs of reputed make.

10.

Water Supply: - Underground and overhead water tanks with pumps for
supply of water.

uninterruptible

Rich Features

Earthquake resistance RCC framed structure 80% open area Freehold property Vastu friendly layout and design Firm price, no escalation on apartment sold Assured timely possession Customized interiors Power backups of 11 kw in each flat
Page | 37

Total power backup for essential services Modular kitchen and cupboards(optional) Round the clock security Independent RO unit in each flat Adjoining convenient shopping facility Latest fire fighting systems Ample space for parking Pollution free environment Shopping malls and multiplexes like PVR, Galaxies and others of walking distance.

The floor plans of Silicon City is although very much similar to other ones in Noida, But in case of Silicon City there is a abundance of open area( 80%). The specific feature in the project is that there is proper difference between super area and carpet area.The project is well arranged that there is no risk of high tension at all. Almost each flat are well covered with greenish parks.

Price List AMRAPALI SILICON CITY

Type Of Flat Type-1 Type-2 Type-3 Type-4 Type-5 Type-6 Specification 2BHK+2Toilets 2BHK+2 Toilets + study 3BHK+2 Toilets 3BHK+3 Toilets +Study 3BHK+4Toilets+Study 4BHK+5Toilets+Study Area (Approx.) 950 Sq.ft 1075 Sq.ft. & 1180 Sq.ft. 1325 Sq.ft. 1420 Sq.ft. 1475 Sq.ft. & 1545 Sq.ft 1775 Sq.ft. & 1835 Sq.ft 2350 Sq.ft. & 2410Sq.ft

PLC (Preferred location charge) FOR FIRST FLOOR Rs. 200/SFT. PLC FOR SECOND FLOOR Rs. 175/SFT.
Page | 38

 PLC FOR THIRD FLOOR Rs. 150/SFT. PLC FOR FOURTH FLOOR Rs. 125/SFT. PLC FOR FIFTH FLOOR Rs. 100/SFT.
PLC FOR FRONT/ROAD FACING Rs. 50/SFT. PLC FOR PARK FACING Rs. 75/SFT

Construction Link Plan Flexi Cash Down Plan

: Rs. 3600/sq.ft : Rs. 3420/sq.ft : Rs. 3240/sq.ft.*

Other Charges:

One Covered car parking One Open car parking Lease Rent Power Back-up External Electrification Charges Fire Fighting Charges Club Membership Maintenance Deposit

: Rs.300000/: Rs. 150000/: Rs. 95/Sq.ft. : Rs. 15000/Kva : Rs. 40/Sq.ft : Rs. 40/ Sq.ft : Rs. 75,000/: Rs. 20/ Sq.ft.

All specifications, numbers & areas are tentative. Cheque/DD should be drawn in favor of Amrapali Silicon City Pvt. Ltd. *Service Tax =2.575%

PA YMENT PLAN
PLAN A

CDP ON BOOKING WITHING 30 DAYS FROM BOOKING ON POSSESSION 10% 90% OTHER CHARGES

PLAN B CLP ON BOOKING WITHING 30 DAYS FROM BOOKING 10% 10%

Page | 39

ON EXCAVATION ON GROUND FLOOR CASTING ON FOURTH FLOOR CASTING ON EIGHT FLOOR CASTING ON TWELEVTH FLOOR CASTING ON TOP FLOOR CASTING ON BRICK WORK AND PLASTER ON START OF FINISHING WORK ON POSSESSION PLAN C

10% 10% 10% 12.5% 10% 12.5% 10% 5% OTHER CHARGES

Flexi payment Plan ON BOOKING WITHING 45 DAYS FROM BOOKING ON GROUND FLOOR CASTING ON FOURTH FLOOR CASTING ON EIGHT FLOOR CASTING ON TWELTH FOOR CASTING ON TOP FLOOR CASTING ON START OF FINISHING WORK ON POSSESSION 10% 30% 10 % 10% 10% 10% 10% 10% OTHER CHARGES

Consumer Buying Behavior

If a marketer can identify consumer buyer behavior, he or she will be in a better position to target products and services at them. Buyer behavior is focused upon the needs of individuals, groups and organizations. It is important to understand the relevance of human needs to buyer behavior (marketing is about satisfying needs).

Page | 40

Let's look at human motivations as introduced by Abraham Maslow by his hierarchy of needs: The hierarchy is triangular. This is because as you move up it, fewer and fewer people satisfy higher level needs. We begin at the bottom level. Physiological needs such as food, air, water, heat, and the basic necessities of survival need to be satisfied. At the level of safety, man has a place to live that protects him from the elements and predators. At the third level we meet our social and belongingness needs i.e. we marry, or join groups of friends, etc. The final two levels are esteem and self-actualization. Fewer people satisfy the higher level needs. Esteem means that you achieve something that makes you recognized and gives personal satisfaction, for example writing a book. Self-actualization is achieved by few. Here a person is one of a small number to actually do something. For example, Neil Armstrong self-actualized as the first person to reach the Moon. The model is a little simplistic but introduces the concept a differing consumer needs quite well.

Page | 41

To understand consumer buyer behavior is to understand how the person interacts with the marketing mix. As described by Cohen (1991), the marketing mix inputs (or the four P's of price, place, promotion, and product) are adapted and focused upon the consumer. The psychology of each individual considers the product or service on offer in relation to their own culture, attitude, previous learning, and personal perception. The consumer then decides whether or not to purchase, where to purchase, the brand that he or she prefers, and other choices.

Consumer Behavior
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Page | 42

Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).

Black box model

ENVIRONMENTAL FACTORS Marketing Stimuli Environm ental Stimuli Economic Technologi cal Political Cultural Demograph ic Natural BUYER'S BLACK BOX Buyer Characteristic s Attitudes Motivation Perceptions Personality Lifestyle Knowledge Decision Process BUYER'S RESPONSE

Product Price Place Promotion

Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behaviour

Product choice Brand choice Dealer choice Purchase timing Purchase amount

The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses.It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental
Page | 43

stimulus are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.

Information search
Once the consumer has recognised a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search. Sources of information include:

Personal sources Commercial sources Public sources Personal experience

The relevant internal psychological process that is associated with information search is perception. Perception is defined as "the process by which an individual receives, selects, organises, and interprets information to create a meaningful picture of the world". The selective perception process Stage Description

Selective exposure consumers select which promotional messages they will expose themselves to. Selective attention consumers select which promotional messages they will pay attention to. Selective comprehension consumer interpret messages in line with their beliefs, attitudes, motives and experiences. Selective retention consumers remember messages that are more meaningful or important to them.

The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand.

Information evaluation
At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. It also needs to check other brands of the customers consideration set to prepare the right plan for its own brand.
Page | 44

Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organization can use a variety of techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Once the integration is achieved, the organization can influence the purchase decisions much more easily.

Postpurchase evaluation
The EKB model was further developed by Rice (1993) which suggested there should be a feedback loop, Foxall (2005) further suggests the importance of the post purchase evaluation and that the post purchase evaluation is key due to its influences on future purchase patterns.

Internal influences
Consumer behaviour is influenced by: demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. Consumer behaviour concern with consumer need consumer actions in the direction of satisfying needs leads to his behaviour of every individuals depend on thinking

External influences
Consumer behaviour is influenced by: culture, sub-culture, locality, royalty, ethnicity, family, social class, past experience reference groups, lifestyle, market mix factors.

Marketing mix
The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier
Page | 45

idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix (price, product, distribution, promotion) forms the entire promotional campaign. As stated in Management of a Sales Force by Rosann L. Spiro, Gregory A. Rich, William J. Stanton, when these are effectively blended, they form a marketing program that provides want-satisfying goods and services for the companys market." The term became popular in the article written by Niel Borden called, The Concept of the Marketing Mix, as explained on the site netmba.com. He started teaching the term to many after he himself learned about it with an associate of his. The marketing mix is a broad concept which includes several aspects of marketing which all inquire to obtain a similar goal of creating awareness and customer loyalty. The marketing mix is not only an important concept, but a guideline to reference back to when implementing the price, promotion, product, and distribution. Those are the four main ingredients of the marketing mix, but there are other components not already mentioned on the Wikipedia site, including, planning, branding, packaging, display, distribution channels, personal selling, advertising, servicing, and physical handling . All in all the current description of the marketing mix is accurate, but missing some vital pieces of information which will allow individuals to gain a better understanding and implement a more effective marketing mix. A prominent marketeer , E. Jerome McCarthy, proposed a Four P classification in 1960, which has seen wide use.

Four 'P's
Elements of the marketing mix are often referred to as the "Four 'P's", a phrase used since the 1960's

Product - It is a tangible good or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. Price The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketeer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Page | 46

Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).

Any organization, before introducing its products or services into the market; conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline. In recent years the 4 P's have been updated to include several more factors. Some people even go up to as many as 10 P's.

Four Cs
(CONSUMER, COST, CONVENIENCE and COMMUNICATION , CULTURE )

Page | 47

Robert F. Lauterborn proposed a four Cs classification in 1993.The Four Cs model is more consumer-oriented and attempts to better fit the movement from mass marketing to niche marketing.

Product part of the Four Ps model is replaced by 'Consumer' or Consumer Models, shifting the focus to satisfying the consumer needs. Another C replacement for Product is Capable. By defining offerings as individual capabilities that when combined and focused to a specific industry, creates a custom solution rather than pigeon-holing a customer into a product. Pricing is replaced by 'Cost' reflecting the total cost of ownership. Many factors affect Cost, including but not limited to the customer's cost to change or implement the new product or service and the customer's cost for not selecting a competitor's product or service. Placement is replaced by 'Convenience'. With the rise of internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors. Promotions feature is replaced by 'Communication' which represents a broader focus than simply Promotions. Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer.

Factors affecting consumer behavior

Price Location Pride Fear
Page | 48

Fashion Possession Health Comfort Love and affection Information

Consumer Involvement
State of awareness motivating consumers to think about product information prior to purchase. Consumer more involved in products and shopping than others. Highly involved with a product Interested in knowing a lot about it Reads brochures thoroughly Compares brands and models Asks questions, and looks for recommendations.

Effects of consumer involvement

Makes consumers process product-related information more readily Information is retained for a longtime. Consumers become emotionally high and tend to engage

Page | 49

Decision making of a Consumer

Four types of consumer decisions 1. Routine Response/Programmed Behavior 2. Limited Decision Making 3. Extensive Decision Making 4. Impulse buying

Routine Response/Programmed Behavior

Buying low involvement, frequently purchased, low cost items. Examples Soft drinks, snack foods, milk etc

Limited Decision Making

Buying product occasionally. That is when you need to obtain information about unfamiliar brand in a familiar product category. Example- Clothes--know product class butnot the brand.

Extensive Decision Making

Complex high involvement, unfamiliar, expensive and infrequently bought products. Spend a lot of time seeking information and deciding. High degree of risk. Example-Cars, homes, computers, education

Impulse buying
Page | 50

 No conscious planning. Found a shirt looking nice, immediately purchased it!

RESEARCH METHODOLOGY
Research Methodology includes the different research aspects used in the making of this report. The method used for collecting the data for project report is questionnaire. I interacted with 50 clients and asked about their expectations from the builders. The questionnaires were filled by meeting personally to the customers while dealing with them at office of Silicon City. Their view and suggestions are taken into consideration in preparing the project report.

Research design I used quantitative techniques for collection of data. I interacted with the clients and asked about their views.

Page | 51

Sample Design The area which I covered include Noida region. I interacted with 50 customers and asked them to fill questionnaires. It was more a random sampling technique involved in collection of data.

Data Collection The source of data collection was Noida and the tools used include SPSS wherein I represented data by the means of bar graph.

FINDINGS
Effectiveness of various mode of Communication to customer

Page | 52

70

60

50

40

t n u o C
30 20 10 0 AD Brochure Website Dealers Others

How did you hear about Coral Heights. Above graph reveals that advertisement is the most effective way of to communicate

the consumer about the product of Silicon City. The company is required to focus on its advertisement campaign among its various promotional strategies. The reason to enhance its advertisement activity is that most of buyers are used to be in lack of time. They usually prefer to see the advertisement about flats in news paper, hoardings and on websites like www.99acre.com , www.magicbrics.com etc. By developing its advertising strength company can capture the new customer who are in search of new home but confused about availability of the right flats, right location in right price.

Most preferred flats by consumers

Page | 53

60

50

40

30
Count

20

10

0 Two bedroom Three bedroom Four bedroom

What is your requirement regarding no of bedrooms.

The buyers of Silicon City are very much oriented to flats with Two bedrooms (one master bedroom, one kids room or guest room). The reason is that most of buyers have the budget of 30 lacks to 40 lacks and the prices of these types of flats usually fall in this segment. More ever the number of single family is increasing sharply, and the flats with two bedrooms meet their requirements effectively. According to above, company should invest in its future projects of two bedrooms flats, to capture most of the buyers. The company should prepare the floor plans in such a way that it could increase the number of two bedrooms flats.

Budget Levels of the consumer of Silicon City

Page | 54

60

50

40

30
Count

20

10

0 less than 30 lacks 30 lacks to 40 lacks 40 lacks to 60 lacks 60 lacks to 75 75 lacks to 1 crore lacks

What is your budget for home.

Although there are customers are many a budget groups but the proportion of the buyers which have their budget approximately 30 lacks to 40 lacks. The reason of maximum numbers of buyer in this clusters is that the number of first time buyers of homes in increasing by a great margin. Generally they prefer this range flats so that they can easily purchase it. The company should focus it to capture that segment of customers whose income level meets above criteria. The strategies of the company should be made keeping this group of consumer in mind. So that it would get a better response from the maximum numbers of prospective buyers.

Mode of payments Choose by buyers

Page | 55

70

60

50

40

t n u o C
30 20 10 0 only by cash Only by cash through plan A through plan B only by loan by cash and By cash and loan both loan both through plan A through plan B

How will you pay for the home.

There are basically above five types of mode of payments of your home in Silicon City. Most of people preferred the fifth one because of maximum discount (6% to 8%) provided by the company. To attract the customers towards its exclusive way of payments the company is need to ease its procedure of payment through this plan. The customer who will find the easier and cheaper product form the Coral Height they would shift toward the company and will surely purchase the product Thus by making new customer aware about companys scheme of payment, it can turn the huge group of customer to its loyal customers.

Consumer Behavior regarding time of possession

Page | 56

70

60

50

40

Count

30

20

10

0 Early As on time withgrace period late

By when you do want possession

Since most of the customers of the Silicon City are either first time buyer or single family, so they usually demand for the possession on time. They are so conscious about the time duration of possession that they could shift to another companys product because of this single reason. Thus the company must take this into consideration while producing their product to customer and make sure that the customer demanding for possession on time , he must be satisfied about the possession time. The company should make a fine reputation regarding possession of home to maintain the faith of customer. The must fulfill its commitment regarding the time of handover.

COMPETITIVE PROJECT
Page | 57

Brand

Silicon City

Zodiac DREAM VALLEY Sapphire

Feature

Price (minimum) Quality (best) Commitments

Parking Space (Maximum) Promotion Mix (Used by large)

Price, Quality and competitors

Silicon City is the leading real estate company in Noida because of its excellence product quality and services. All the consumers of Silicon City are very much satisfied. The
Page | 58

quality of the product is comparatively better than any other real estate companys product in Noida. Although the prices of products of the company is higher than other ones, but the standard of features used in the flats are able enough to compensate this extra cost. The almost customers are satisfied with the price because they think that the price is according to quality. The company has Vastu friendly layout design which usually missed in the products of other reality players. The company grabs effectively this uniqueness of its product. Some of customers are disappointed with the company because it does not give any free backup installation (usually many a company does not charge anything up to 1 kw backup installation. The major strength of the company is its highly experienced and educated employees. The marketing executives are with a long industry experience in handling of customer. Most of the marketing strategies are usually succeeds because of so energetic and presentable employees. The open area provided by the company is really noticeable. The company provides maximum open area in comparison to other real estate companies. The space for car parking available in Silicon City is very much satisfactory. There are ample parking space for each of customer a number of bikes and as well as cars.

Opinions of Dealers
The USP of Silicon City is its high quality product and services. This is why the company is still on top in selling its product.
Page | 59

The problem with the Silicon City is that the company is little conscious about the development of its new project. Though the current scenario of market is not in favor of large investment in this industry but the situation will not go on worse for long time. The company should think about speeding its future projects so that it could meet the increase demand of flats in near future. There is a lack of advertisement done by company. Many a customer sometimes used to be unaware about the schemes and products of the company. Availability of three bedroom flats in majority and lack of other type of flats is also a problem with the company. The company is lacking the ample number of flats with three bedrooms. One major plus point with the company is that there is no off day in Silicon City. A customer can visit any of the days to Silicon City.

SWOT ANALYSIS

STRENGTH
1- Quality of product is excellent Silicon City is excellence in its product quality. 2- High Experienced workforce All the employees of Silicon City are very much enthusiastic and committed. Most of them have a long industry experience. 3- Wide network of dealers Wide network of dealers has built a quick response framework of consumers.
Page | 60

4- Constructions Group Company The companys construction subsidiary is an effective construction firm which plays an important role in preparing tower in time.

WEAKNESS
1- Less Advertising Company expends less on the advertising. 2- Low customer Awareness Customers are not aware of the presence of company in the market and its specialty. 3- Small product line The company does not have a long range of product which can fulfill all type of requirement. 4- Low discounts Company does not give any discounts on its most of products.

OPPORTUNITIES
1- Boom in construction sector 2- Boom in real estate sector 3- Customer becoming conscious about life style 4- Rising income level of consumers in NCR

THREATS
1- Threats from new entrants and existing players in market 2- No promotion scheme which is hampering the growth

Page | 61

3- Less number of future projects 4- No expansion in market share

RECOMMENDATIONS

1- Focus on Advertisement
Many a buyers are still not aware about the available products of company due to less marketing and advertising. For several customers it is a new name and they are not able to rely on the company in spite of its high quality of services. It is found that advertising and publicity effect the consumers buying decision because these information impacts in to the conscious mind of consumer and when he makes buying decision these things effect his buying decision.

2- Interaction with Dealers and Customers

Page | 62

Continue interact with dealers and customers to know their feedback related to the products and services of the company. To know the market demand exactly related to the development of the new product or change in the existing product interaction is important.

3- Make available flats other than three Bedroom

According to customer the availability of a range of product is a crucial factor to shift of customer from one brand to other. To meet the demand of customers not only is important but make them available the needed product is most important. For this there should be sufficient number of flats of each type as per the demand.

4- Promotion Schemes
Launch promotion schemes for dealers because they are the main influencer in buying decision of customers. So any promotional scheme beneficial for dealers can also affect sale positively.

5- Media selection for advertising

Magazines, Direct Mail, Hoardings, Websites

CONCLUSION
AMRAPALI GROUP is a leading real estate company and it would not be wrong to state that AMRAPALI GROUP has a valuable presence in real estate market. The company is poised to be the most profitable company in Noida. There is a great opportunity over the next years, since the Indian real estate industry is supposed to grow sharply. The company will be able to achieve a valuable presence in the real market The dealers and customers of the company are very much satisfied with excellent product quality of Silicon City. Although some of them are disappointed with its low pace of future projects. But company has stopped its investment due to adverse situation arise in real estate industry because of worldwide recession.
Page | 63

There is a need of creating awareness about products and services by doing more marketing. The company should increase its advertising campaign. The commitment regarding the time duration of possession of the company is outstanding. The company is to sustain it in future to fetch the faith of customers. The prices of products are too much high thats why competitors are creating hurdles for products to sustain in the market. Focus of company is mostly on the existing projects and less conscious about grabbing the new untapped market by starting new ambitious projects. So there are threats of steep fall in sales in near future. AMRAPALI GROUP has also presence in construction industry with its image of fastest constructions which can make it one of the larger players in the market.

Page | 64

LIMITATIONS

1. The study is limited to the NOIDA region. 2. The respondent group comprises of only the clients who visited the office.

Page | 65

BIBILIOGRAPHY

BOOKS: Research Methodology- Kothari Marketing Management- Armstrong Marketing Management-Phillip Kotler

WEBSITES: http//www.amrapali.in www.estate99.com www.wikipedia.com

Page | 66

www.marketingteacher.com

ANNEXURE SILICON CITY - QUESTIONNAIRE

Name: Address:

Telephone: Q1 How did you hear about Silicon City? 1- Advertisements 2- Brochure
Page | 67

3- Websites 4- Through dealers 5- Recommended by others

Q2

What is your requirement regarding number of bedroom? 1- Single bedroom 2- Double bedroom 3- Three bedroom 4- Four bedroom 5- Five bedroom

Q3

What is your budget for the home? 1- Less than 50 lacks 2- 50 lacks to 70 Lacks 3- 70 lacks to 90 lacks 4- 90 lacks to 1 Crore 5- Above 1 crore

Q4 How will you pay for the home? 1- Only by cash with plan A* 2- Only by cash through plan B** 3- Only by loan 4- By cash and loan both with Plan A* 5- By cash and loan both with plan B**

Page | 68

Q5 From which bank would you prefer to take loan? 1- ICICI bank 2- PNB bank 3- SBI bank 4- Bank Of Baroda 5- Axis bank

Q6 By when do you want possession? 1- Within two months 2- Within six month to eight months 3- Within fifteen months 4- Within 2 years 5- Within 3 years and above

Q7 Which specific floor would you prefers? 1- Ground floor 2- First floor 3- Second floor 4- Top floor 5- No specification

Q8

What is your requirement regarding parking? 1- Parking for a bike 2- Parking for a car 3- Parking for car and bike both
Page | 69

4- Parking for several cars and bikes 5- No need of parking

Q9

How much power back-up installation do you want? 1- Up to 1 kw 2- 2 to 4 kw 3- 4 to 6 kw 4- 6 to 8 kw 5- 8 kw and above

Q10

Do you need any other specifications?

___________________________________________________________________________ _____________________________

Page | 70