PROJECT REPORT ON SALES PROMOTION OF REAL ESTATE MARKETING

FOR THE PARTICAL FULLFILLMENT OF THE REQUARMENT FOR THE AWARD OF

MASTER OF BUSINESS ADMINISTARTION

SUBMITTED TO:Dr.UPENDRA SINGH.

SUPERVISION BY:MR. AJAY SINGH.

SUBMITED BY
(MD SHAHID) MBA (2011-13) Enrolment No. 1166370019

KCC INSTITUTE OF MANAGEMENT, MAHAMAYA TECHNICAL UNIVERSITY, 2B&2C, KNOWLEDGE PARK-3, GREATER NOIDA (U.P.)

Certificate
This is to certify that MD SHAHID S/O MD HASIM Student in MBA( IV Semester ) Mahamaya technical University Greater Noida, (U.P.) Has successfully complete his training at Amr Noida, Uttar Pradesh. He has undergone training with us as a project trainee doing the period of internship that is from 01-June-2012 To 15-July-2012. The project undertaken by him during this training period is Sales Promotion in Real Estate Marketing in our Noida Group Housing Project. He is hard working, sincere and focused in his work and can be an asset to the college or the organization he works for. We wish him all success in life.

Yours Sincerely M/s AMRAPALI GROUP DEVELOPING INDIA. (Project Manager) Director

ACKNOWLEDGEMENT
A dissertation projects is a golden opportunity for learning and self development. I consider my self very lucky and honored to have so many wonderful people lead me through in completion pf this project. I express my deepest and most sincere thanks to my (faculty member) and all my teachers of MAHAMAYA TECHNICAL UNIVERSITY who provided me here valuable time and information and I would like to express my gratitude to the teachers and the entire Institute for giving me platform to have this wonderful opportunity and being able to get a glimpse of the corporate word. During the course of my project, I had the good fortune of being guided by prof. Shelendra Kumar, Who with all his magnanimity supervised this project report through all its stages. I have benefited a great deal from his incisive analyses and erudite suggestions. I humbly acknowledge his congeniality. The atmosphere of a leering organization that he has created along with his peers with his student has not student has not only me but all so to others. My Special thanks to all my friends for their unremitting help in numerous way, which deserve adequate expression on this page. I would also like to thank all the respondents of questionnaire for their cooperation and in the end I would like to say that it was a great experience working in this project.

And lastly I am Thankful toPro.Mukesh Hansh Singh Under his guidance I was able to completed my dissertation projects successfully

ANIL KUMAR SAINI

MBA (2011-13) 3

PREFACE
The successful completion of this project was a unique experience for me become by Visiting may place and interacting various person, I achieved a better knowledge about Sales Promotion in Real Estate Marketing industry. The experience which I gained by doing this projects is being submitted which content detailed analysis of the research under taken by me. The research provides as opportunity to the student to devote his/her skill knowledge and competencies required during the technical session. The research is on the topic Sales Promotion in Real Estate marketing industry

TABLE OF CONTENT

PAGE NO.

CHAPTER -1 CHAPTER -2 12]

EXECUTIVE SUMMARY INTRODUCTIONS

1.) INTRODUTION OF ORGANIZATION 2.) OBJECT OF STUDY

[6-9] [11-

CHAPTER -3 31] CHAPTER -4 60]

LITERATURE REVIEW RESEARCH METHODOLOGY

1.) 2.) 3.) 4.) 5.) 6.) RESEARCH DESIGN SAMPLING DESING SOURCES OF DATA DATA COLLECTION TOOLS METHOD OF DATA COLLECTION TOOLS AND TECHNIQYES OF ANALYSIS OF DATA

[13[32-

CHAPTER -5 62] CHAPTER -6 67] CHAPTER -7 70] CHAPTER -8 72] CHAPTER -9 78]

CONCLUSIONS

[61-

IMPLICATION OF THE STUDY

[63-

FINDINGS /RECOMMENDATION

[68-

LIMITATIONS

[71-

OVERALL EXPERINCE

[73-

CHAPTER -10 81] CHAPTER -11 83]

ANNEXURE

[79-

BIBLIOGRAPHY

[82-

CHAPTER -1
EXECUTIVE SUMMRY
6

EXECUTIVE SUMMRY
The realty industry today has changed so much that each sector needs special skills to make it work efficiently. All over the world, prices are fluctuating. Global agencies monitor trends in the top influential cities. With many foreign investments in India and NRIs returning, the Indian property market watch is on the top most of every big agency. Mumbai is the costliest city to live in Asia. To understand real estate marketing one should at least have the minimum knowledge required to step into the complex industry. Out there, plenty of smart operators are looking for suckers. They may not be dishonest but will technically confuse you to pay higher price and outsmart you. Therefore, if you know your onions and the deep layers beyond the skins it helps to get the best. The purchasing power of the new generation of Indians has increased. They are investing in real estate in a big way- in terms of investment and assets. People have acquired refined tastes in housing needs and become professional in dealing with builders. Financial companies and banks have given a boost to real estate marketing as well. To add to this the government has allowed foreign investors also to test the market conditions here have helped. Every area of real estate be it industrial, retail space, malls, office complexes, residential colonies, hospitals, clinics and other healthcare units have a vast potential for growth. 7

As more opportunities grow for people to work they also wish to invest in places close by to live in. Builders or developers in various regions are now separately marketing each space. Even home loan companies and banks are independently marketing the properties they are giving loans. This helps them to guide their dedicated clientele and ensure the marketing trends remain closely monitored for future development. They generally have customer relationship executives who are assigned (usually area wise) to assist customers in making decisions. They do have good knowledge, are professionals on the job and customers do benefit if they are not very familiar with various technicalities. Each company has its own marketing device and portfolio to attract

Customers. Various tie ups with groups in India and overseas have taken place this year with increase in FDI. MGF Developments based in New Delhi and Emmar Properties based in Dubai have joined hands in the first quarter of 2006 for investments within the country. Nowadays most of real estate focus is on shopping malls and residential complexes. In some areas down south, the thrust is on IT parks, and corporate offices and resorts. However, on the other side everyone or every other executive does not feel the real estate sector in India is being well marketed or managed. Yes, there are some gray areas, which need to be covered up. For instance, foreigners who wish to invest or firms who are looking at Indian partners are feeling the crunch of bureaucracy and familial ways of working. This obviously makes it difficult for them to do business. The potential is there but it needs to be tapped wisely. A proper way is to have real estate marketing with the right professionals. Everyone wants to cash on the business. After one and a half years of gradual consolidation, real estate in India has fathomed its own comfortable ground, and is poised at the right threshold to take a giant leap in years to come. While a differential pace of strengthening is evident across sectors, geographies 8

and segments, several property market indicators point to the fact that the industry has indeed bottomed out in the current cycle. The fears of a possible double dip recovery have given way to beliefs in the sustained healthy levels, if not a rapid growth. The experience thus gained in this slowdown is invaluable and will serve real estate strategists for years to come. The various stakeholders in the entire supply chain the material manufacturers, developers, property consultants, occupiers, investors and policy makers, have all emerged stronger and primed than yesteryears. And, if we have taken our lessons right, caution and diligence would be the keywords for the industry in the medium term. On one hand, the stakeholders cant afford to sway on the riding waves of healthy demand, and lose the ground advantage that they have so painfully regained by adapting to the rapidly changing business environment. And on the other, the emerging opportunities should be targeted with an unmatched fervor of potential and pragmatism.

The year 2011 would usher a new decade of opportunities for Indian real estate, which will be a test of sorts for its stakeholders between these two fringes of the fulcrum. And the winners would be the ones who balance caution with diligence evaluating all the potential opportunities with pragmatism.

Commercial Real Estate

o o o

Office rents to start appreciating after mid-2011 More outright purchases by occupiers as well as private equity players IT/ITES and BFSI would continue to account for 60-70% of office demand

Residential Real Estate

o o

Launch of premium products to continue, albeit at a slower pace Launch of Ultra Low Cost (ULC) Housing by private developers Housing for All Large number of launches would continue to be in the range of INR 2,000-3,000 per sq ft at the leapfrogged suburban locations Impact on affordability will influence the price and absorption dynamics 9

Sustainability to gain focus as the industry looks forward towards IGBC Green Homes standards

Retail Real Estate

o o o o o

More collaborative models such as revenue sharing to emerge in the sector Rents to remain stable except select prime locations Large number of malls slated to become operational Retailers would continue to expand beyond Tier I into Tier II and III cities More international retailers to venture into India

CHAPTER -2
10

INTRODUCTIONS 1. INTRODUTION OF ORGANIZATION 2. OBJECT OF STUDY

INTRODUTION OF ORGANIZATION

Amrapali Group Developing India is the provide all type of land in Delhi, Greater Noida, NCR, Noida. If you are seeking to Amrapali sapphire Sale Real Estate, we offer all the support and services to make it easy for you. Greater Noida and Noida is involved in wide spectra of services in real estate dealing related services and assure you to provide the best of all at competitive prices. We provide services such as sale of residential and commercial properties .We are worked for last 10 year in real estate & construction. Today real estate market in is growing at an amazing pace. Many people have started relocating to the NCR area to enjoy better quality of life. Every other day there is new project announced and many options are available to buy your dream home, suiting your

11

budget. You could buy a ready to move-in flat to meet your immediate needs or you could invest in new projects launched or buy in resale of a project under construction.

2. OBJECT OF STUDY
1 2. 3. 4. 5. 6. 7. Properties Area wise Separate sections of residential and commercial nature. Property Valuation Help in buying or selling property Home Loans NRI Real estate Services Property Managers/ Property Brokers/ Property Agents etc Property Consultants and Designers
12

8. 9.

Sales Promotion
Sales Promotion and Advertising

13

CHAPTER -3
LITRATURE REVIEW

LITRATURE REVIEW
The real estate market in India has become so huge that to get every thing or anything specific within one roof is easy and difficult at the same time. With the kind of commercial and residential property available on rent/lease/ ownership one has to refer to portals or good companies dealing in various listings. Generally typical real estate listing would necessarily include the following heads: Properties Area wise - Separate sections of residential and commercial nature. Within this are included partnership, brokerage, requiring agents, and direct deals with builders. The property rates of each area are usually determined every two three years unless in a particular area shoots up due to construction or upcoming prestigious piece of property (i.e. a five star hotel, IT corporate park, shopping mall or multiplex). In such 14

areas the rents and buying properties do increase because of job opportunities and close residential facilities. Property Valuation Many old properties may not be in very good condition. But they still are valuable. Why? Mostly because they can be refurbished or rebuilt entirely. This is why they usually fetch a good price. But one cannot depend only on brokers or agents or property owners to evaluate the land. Sometimes the owner is greedy and expects a bigger price, sometimes an agent in between quotes a higher price so that it benefits him, sometimes the buyer may be just rich and may not have rival bidders or competitors so quotes a fancy pricey according to his choice. But now the industry has attained a level of professionalism and valuers who have correct knowledge and are impartial are used to assess the property. Even if it has to be handed over from one brother to another the valuer needs to correctly assess the worth of the property. Usually a lawyer does the valuation so that a stamp of legality can be given to the property and no disputes rise thereafter. A known property valuer will charge a good amount to the job.

Property Managers/ Property Brokers/ Property Agents etc Dealing with one person who knows the entire property inside out is important. Usually when an agent shows the property to a prospective client he knows the property manager dealing with it. He normally deals on behalf of the owner. He looks after the property and keeps in good shape till it is sold to the next owner. Brokers and agents now all over India have associations. So certified ones and those registered with the respective associations will definitely not cheat you when you are buying property. Even if there are disputes it can be challenged or sorted out through the right channels. Real estate listings usually give area wise contacts of brokers and agents listed with them. So even if one does not know one a portal provides the details. 15

Property Consultants and Designers Now consultants are available for giving a better view of the industry in general. They are aware of the rules, laws and regulations, which affect builders and buyers both. Each consultant specializes in various kinds of property. For example proerty consultant dealing with industrial properties knows what environmental laws and rules about violating them. He can help the owners to be on the right side of the law. Some consultants deal exclusively in townships, residential areas and are aware of the rules that govern them. A good consultant will always be an asset for the builder he works for. Designers are usually required by architects or by individuals who need homes to be designed. Some firms employ designers, some of them free lance or some do just renovation work. Depending on the need they are listed too. They also deal with people with knowledge of Vastu and Feng Shui-both applications are in vogue with clients.

Help in buying or selling property Sometimes an individual may want to sell his business and home and relocate to another place. Real estate listings allow the person to choose various methods of disposal for the same. Home Loans Sometimes one falls short of a required amount or needs nearly 75% of the loan to buy a house or an office premise. Generally people apply for home loans. There are many financial institutions, banks, private persons, and organizations, which lend money to fulfill dreams. It is easy to obtain a loan if all paperwork is complete. Today in India private bank HDFC and ICICI Bank and State Bank of India are the 16

largest lenders to their customers all over the country. They are also giving loans to NRIs to invest in property in India. NRI Real estate Services Right from choosing the property, availing loans, evaluating, filling forms online, property management etc all services can be used. Real estate listings have the entire database for the same. Some real estate listings are also likely to include details and contacts of leading architects, builders, news on upcoming projects, engineers, building materials and news and articles which are likely to affect buying and selling decisions. A regular monitor or a property watch is kept for any changes of rates in any zones. Some also feature overseas properties and help in getting information to get there. A real estate listing becomes popular with every new additional thing that will eventually help the client.

The real estate market in India has become so huge that to get every thing or anything specific within one roof is easy and difficult at the same time. With the kind of commercial and residential property available on rent/lease/ ownership one has to refer to portals or good companies dealing in various listings. Generally typical real estate listing would necessarily include the following heads: Designers are usually required by architects or by individuals who need homes to be designed. Some firms employ designers, some of them free lance or some do just renovation work. Depending on the need they are listed too. They also deal with people with knowledge of Vastu and Feng Shui-both applications are in vogue with clients. Sales Promotion at different Level and different programme

17

One of the most difficult marketing decisions facing companies is how much to spend on promotional John Wanamaker, the departmental - store magazine, said, "I know that half of my advertising is wasted but I don't know which half." Thus it is not surprising that industries and companies vary considerably in how much they spend on promotion. Promotional expenditures might amount to 30-50% of sales in case in cosmetics industry and only 10-20% in the industrial equipment industry. Within a industry, a low and high spending companies can be found.How do companies decide on their promotion budget? There are mainly four methods of this

Affordable Method:
Many companies set the promotion budget at what they think the company can afford. One executive explained this method as follows : "Why, its simple. First I go upstairs to the controller and how much they can afford to give us this year. He says a million and half. Later, the boss comes to me and asks how much we should spend and I say Oh about a million and half." It is a method which is uncertain one and makes long term planning difficult.

Percentage of Sales Method:

Many companies set their promotion expenditures at a specified percentage of sales. Accordingly the sales is set on the basis of sales. In this a specified sales percentage is decided for the promotional budget Advantages of this method : First, its use means that promotional budget vary with what a company can afford.

18

Second, it encourages the management to think in terms of the relationship among promotion costs, selling price, and profit per unit, Third, it encourages the competitive stability to the extent that competing firms spend approximately the same % of their sales on promotion. Inspite of the advantages, the % sales method has little to justify it. Its reasoning is circular: It views sales as the determiner of the promotion rather than as a result. It leads to budget setting by availability of funds rather than by marketing opportunities. Competitive Parity Method: Some companies set their promotional budget to achieve share-of-voice parity with other competitors. Two arguments are made in support of competitive parity method. One is that the competitors expenditure represents the collective wisdom of the industry. The other is that maintaining a competitive parity helps prevent promotional wars. Neither argument is valid. There are no grounds for believing that competition knows better what should be spent on promotion.

Objective and Task Method

The objective & task method calls upon marketers to develop their promotion budgets by defining their specific objectives, determining the task that must be performed to achieve these objectives, and estimating the cost of performing these tasks.

Deciding on the promotion mix:

Companies face the task of distributing the total promotion budget over the five promotional tools: Advertising Sales Promotion 19

 Public Relations and Publicity Sales Force Direct Marketing. Whatever method a company adopts for promoting its product it must be from above mentioned method.

Sales Promotion
Promotion is the final element in the marketing mix. After the nature of product is decided, its price fixed and the methods of distribution decided, the manufactures has to take effective steps in meeting the consumers in the markets. In the present consumer oriented markets it is the duty of manufacturers to know what is required by the consumer. It is also their duty to make the customers know where, when how and at what prices. The products would be available. 20

Meaning of Promotion The term promotion is the term and includes mainly three type of sales activity : 1. Mass impersonal selling methods (Advertising). 2. Face to face personal selling (Salesman ship). 3. Activities other than personal selling and advertising such as point of purchase display (P.O.P.) show and exhibitions, demonstrations and other non securing selling efforts. This form of activity is called Sales Promotion.

There are two types of promotion blends:1. Pull Blend. 2. Push Blend. Both of these are closely related to the channel of Distribution. 1. A pull blend is one in which mass impersonal, sales efforts are given the greatest emphasis. The purposes of pull blend to pre-sell to the final consumers. So that they demand the product at the retail level of distribution. The firm adopting this strategy would spend more on advertising and sales promotion rather than in personal selling. These efforts pull down the product from the manufacturer.

2. A push blend emphasizes personal selling. Naturally firms adopting this method develop a strong sales force at both the distributor and the dealer level. This method would tends to push the product through the channel of distribution.

Promotion and Selling

21

The term promotion is very often used as a synonym for selling. But selling is a narrow term which includes only transfer of title or personal selling. Promotion on the other hand is broader in its outlook and includes a variety of activities used ultimately for increasing sales volume.

Promotion and Sales Promotion Similarly the terms sales promotion can not be taken to mean what is commonly does. Sales promotion, is only a part of the promotion. Basically promotion is an "exercise" in information persecution and influence. Promotion has come to mean the over all coordination of advertising selling, publicity and public relations. Promotion is a helping function designed to make all other marketing activities more effective and efficient. But sales promotion as such helps only the selling activity still, there exit same difference of opinion on the real connection of the term sales promotion. Acc. to A.H.R. Delons :"Sales promotion means any step that are taken for the purpose of obtaining or increasing sales". Acc. to W.Q. Kelly Opines :"Muddled misused misunderstood that is sales promotion Acc. to him the field of sales promotion as a marketing activity is still vaguely defined and organized.

Sales Promotion and Advertising

22

There is no universally accepted distribution between these two terms. To same advertising includes all forms of mass media communication directed towards influencing the end consumer. Sales promotion on the other hand, includes the form of mass communication directed towards information and influencing the channel of distribution (e.g. distributors, retailers etc.). Hence a price of product literature distributed by retailers in sales promotion. These sales promotion merges on one side in to advertising and on the other in to personal salesman ship. It is concerned with the dissemination of information to whole salers, retailers, customers (both actual and potential, and to the salesman). Sales promotion is concerned with the creation. Application and dissemination of material and techniques that supplement advertising and personal selling. Sales promotion makes use of direct mail, catalogues, trade shows, sales contests, premiums, samples, windows displays and other aids. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand to make consumers more eager to buy that brand. Personal selling and advertising do include prospects to make these decisions. Sale promotion provides an extra stimulus. Objective of Sales Promotion 1. To increase sales directly by publicity through media which are complementary to press and poster advertising. 2. To disseminate information through sales man dealers etc. So as to insure the product getting in to satisfactory use by the ultimate consumer. 3. To attract new consumer. 4. To face the competition effectively. 5. To help salesman in selling more to the retailers and consumers.

6. To check seasonal decline in sales. Generally speaking sales promotion involves rendering the following services:23

(a) Services to dealers. (b) Services to own salesman. (c) Special publicity.

Sales Promotional at different levels 1. Sales promotion at Dealers Level :It may include various schemes some of which are discussed here. (i) Advertising Materials:The advertising material prepared by the company such as store signs, banners, shelf signs, board etc. are distributed to sub dealer for display purposes this is in fact a method of advertising. (ii) Store Demonstration:In the promises of the whole saler or the retailer the products sales personnel will conduct special demonstration for the companies product. A personal demonstration is good to introduce a new product at its peculiar advantage can be high lightened and the consumers doubt clear. It can be used to restimulate an old product. A good demonstration with a great dealer of action will draw heavy crowds in to the store and will attract attention to the product. (iii) Special Display and Shows:These are in seasonal in character but could be arranged in an elaborate manner and for all the products of an company. Usually these are arranged along with trade fair and exhibition. Besides effecting sales these shows impress the companys name generally on the public.

Sales promotion at consumers level

24

The various schemes of sale promotion at Consumers Level may include. 1. Coupons (A Chit of Stated Value):These are given directly to the consumer these coupons are in most cases kept inside the package. The consumers many receive a price reduction of the stated values of the coupon at the time of purchase. The retailer receives reimbursement for the value of the coupon form the manufacturer. Coupons act as a short run stimulus to the sale of the product, since they are directly tied with the purchase of the item. They encourage the retailer to stock the product. What is important is that a coupon offer does not spoil the named price of the brand nor does it un pair the margin of the dealers. But it is not easy to measure the effectiveness of a coupon offer. One over knows how many customer would have bought the product without the incentive. It is also difficult to find out how many customers were held after the coupon offer expired. 2. Price-off-offer (Also known as bargain offer price packs):This offer is intended to stimulate the sales during a slump season. In this method the customer is offered a reduction from the printed price list. It is also used when a substitute for competing product enters the market. Many experts on sales promotion fed that Off Schemes are among the weaker and less desirable methods of promotion. These can be trade resentment particularly when the retailer raises the price to retain his margin. Secondly that is not conductive to building up brand loyalty. Consumers may simply shift to the products that offer this scheme. 3. Samples:In the hope of converting a prospect into a customer a sample (Some quantity of the product) may be given. This helps the consumer to verify the real quality of the product.

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Various pair manufacturing companies offer this method. For developing brand loyalty this method is quite useful. Sampling is a fast method of demand creation because one knows the result as soon as the consumer has had time to use the sample and buy the brand. Disadvantage of Sampler:Offering sample in quit expensive. There is the cost of producing samples. The distribution costs are also high. Sample have to be mailed to potential customers or to be distributed through retail shops. There are also problems when the real product does not resemble the sample supplied. 4. Money Refund Offer:An offer usually stated on the package is that manufacturers will return with in a stated period part or all of the purchasers money if he is not completely satisfied with the product. 5. Trading Stamps:A premium in the form of stamps is given by the sellers to consumers while selling goods. The number and value of stamp that the buyer receives depends on the values of the purchase. These stamps are redeemable through premium catalogues at the stamp redemption centres. 6. Buy-Back Allowance: This an allowance following a previous trade deal not offer a certain amount of money for new purchases based on the quantity of purchases on the first trade deal. It extends the life of a trade deal and helps to prevent part deal sales decline. It greatly strengthens the buyers motivation to co-operate on the first deal.

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7. Premium:There are various forms of premiums provided by the manufacturer as sales promotional devices:(a) Coupons are supplied for effecting price reductions. (b) Factory in pack premium these are popular in the case of Body food and Tin food items, Spoons, Cups, Measuring, Glass etc. and such other items are packed with the product in the box itself. Factory in pack premium are particularly goods for product meant for children. The Bianca Toothpaste packs contain animal shape toys. These are very attractive and qutie popular among the children. (c) Self Liquidating Premiums :The cost of the premium is collected from the buyer himself. But when the buyers pays for it he has to pay only a considerably low price for the premium. This is possible for the manufacturer purchases the items in bulk at a premium and his cost per unit as is substantially low.

Other Steps by Manufacturer for Promoting Sales Dealers can be helps in different ways :1. Communicating Market News :Often this service is reciprocal the manufacturer may acquaint his dealer with the fact relating to his production and prices while the dealer may familiarize him in return with the information bearing on charges in the consumer's demand, their like and dislike complaints and criticism, substitutes etc.

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2. Inviting to Sales Conference and Convention:The gestures of regard and respect pave the way for better relation and co-operation. 3. Offering Reasonable Terms of Sale:Of all the forms of encouragement, the monetary incentive evokes immediate response. Hence every producer must offer the most responsible terms of sale such as longer periods of credit and higher rates of descants. 4. Supplying suitable packages and useful things. 5. By taking the return back. 6. By furnishing them with sales literature and display materials. Aggressive Selling Meaning:Goods are produced for market. Manufacturers have to make efforts to sell all they produce. When the manufacturers uses various sales efforts to obtain increased sales volume for his product it is called aggressive selling or offensive selling. The sales efforts which a manufacturer makes to retain his customers i.e. to protect his already established market against against his competitors is termed as defensive selling. In contrast to this aggressive selling is concerned with the sales efforts made with the express objective of selling more by expanding the market for the product of the selling firm. Aggressive Selling and Defensive Selling :Aggressive selling is based on the answer to the question how much does the firm gain (in term of sales with profit) by using this method defensive selling is based on consideration as to how much the firm will lose if it does not use this method increase of sales can be obtained from two sources:-

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1. New customers if the market is expending. 2. From the competitors i.e. those consumers who were purchasing similar product of competition firms, if the market for the product is static. Acc. to H. Whitehead :"In case of an expanding market all the firm may stand to gain by following the methods of aggressive selling but if the market is static manufacturer of a new market will have to be much more aggressive to capture the established market of competitors". When Aggressive selling is resorted ? Usually manufacturer of a new product has to do aggressive selling :1. When the product has been improved. 2. When the manufacturers product is supervisor in quality to the product of the established competitor. 3. When the total market for the product or line of product to expanding. 4. If the manufacturers share of the market is comparatively small. 5. If the manufacturer has unused production capacity with heavy investment in plant and equipment he will like to develop the demand for his product rapidly so that demand for his product is equal to the optimum production capacity of his plant ; and 6. When primary demand for a product must be created and provision must be made in the channel of distribution to educate consumers regarding the new product and to instruct them in its use.

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Method of Aggressive Selling:Sales promotion efforts use for aggressive selling may be divided in two classes. 1. Trade Promotion. 2. Consumer Promotion. 1. Trade Promotion:Under trade promotion methods special incentives are offered to the trader to buy products of the firm. Such incentive may take one or more of the following firm :(a) Cash Allowance:A definite percentage of discounts is allowed on the purchase of given unit of a product. (b) Extra Product:Instead of giving any cash allowance extra product is given with each unit of product ordered. For instance if a box normally contains 20 Cakes of Soap, special box contains 25 cakes may be made and sold at the same price as that of the box of 20 cakes. (c) Gifts :Various gifts are awarded in return for an order of a particular magnitude. 2. Consumer Promotion:Under consumer promotion method special incentives are offered to the consumers to buy the firms product. The more prominent amongst such incentives are as following.

30

(a) Coupons:A coupon of a giving value is sent to the consumer. By presenting this coupon to the retailer consumers can purchase a particular product mentioned on the coupon at a reduced price. The retailer sells the products mentioned. In the coupon to such consumer (consumers presenting the coupons) under and agreement with the manufacturer at a price lower than the user retail price. Thus the consumer get the benefit of reduced price to the extent of the value of the coupons. (b) Self Liquidating Offers:Under this system, the firm offers an article at an attracting price if the consumer send a given sum of money accompanied by a given number of box tops from the packages of a particular product the benefit to the consumer is that he receives the articles at a bargain price. (c) Bargain Packs:Under this system a product is sold at a reduced price for a short period Bargain pack method encourages new consumers to try the product. It is also helpful in obtaining large displays in the shops. (d) Sampling :The method involves giving the product or a small quantity of the product to a consumer free with the hope that the customer will be favourable impressed with its actual use and will eventually become a regular purchaser of the product. A firm selling new product or an extensively improved product finds this methods useful. Also a firm whose market is hold by competitors whose free sampling almost expensive. The above mentioned methods may be reinforced by adopting. (i) (ii) Direct method of selling through. Offer of door to door selling. 31

(iii)

Hire purchase and installment payment methods of selling and by forming combination.

Other Methods of Aggressive Selling:(i) Employment of Missionary Salesman also known as Promotional Salesman. These salesmen call upon retailers and aggressively promote a product. (ii) Instead of using wholesalers, the firm may develop its own sales force to call directly on retailers. (iii) The firm may follow a compromise method by employing a manufacturers agent and giving him a large enough commission to encourage him to sell product intensively and aggressively. (iv) New territory exploitation sales promotion has a particularly important role in developing the companys product in new territories. (v) (vi) Increment and promotions. Letters to dealer and Customer.

In fact, an ingenious sales manager can devise any number of incentives schemes for promoting the sales volume.

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CHAPTER -4
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Any activity done without an objective in a mind cannot turn faithful. An objective provides a specific direction to an activity. Objectives may range from very general to very specify , but the should be clear enough to point out with responsible accuracy what

33

researcher wants to achieve through the study and how it will be helpful to the decision maker in solving the problem. Each research study has its own specific purpose. It is like to discover to question through the application of scientific procedure. But the main aim of our research to find out the truth that is hidden and which has not been discovered as yet.

1). RESEARCH DESIGN

On the basis of theoretical study a research has many types. All of these are distributed on the nature of research. Some of there are like 1. Descriptive and analytical 2. Qualitative and Quantitative 3. Conceptual and Empirical 4. Applied and Fundamental 5. One Time Research Our research is based on descriptive, qualitative and Quantitative research. Descriptive Research :Descriptive research includes surveys and facts finding

enquires of different kinds. The major purpose of Descriptive research is description of the state of affairs as it exists at present. Researcher has no control over the variables of this type of research. Qualitative Research: - In our research we need comparison between different stage and different condition. So this based on all qualitative data in short, Qualitative research

is especially important in the behavioral science where the aim is to discover the underline motives of human behavior. Though suc research we can analyses various 34

factors which motivate to people to behave in particular manner or which make people like or dislike a particular thing. Quantitative Research: - Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomena that cab be expressed in terms of Quantity. So we can use it in our research for collection of all the numerical data.

2).SAMPLING DESIGN:Sample Design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample

3). SOURCES OF DATA

TYPE OF DATA A) PRIMARY DATA B) SECONDRY DATA A) PRIMARY DATA:a) questionnaire b) Interview schedule B) SECONDRY DATA:a) Historical data of Real Estate Marketing b) Online Database c) Journal d) Internet

4) DATA COLLECTION TOOLS

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Our research is based on qualitative & Quantitative research.

5) METHOD OF DATA COLLECTION

With the help of the questionnaire, interview schedule and study of data from research carried out on Real Estate marketing Sector.

Statistical Tools :- it is sample percentage method.

6) TOOLS AND TECHNIQUES OF ANALYSIS OF DATA :-

Marco-economic Overview
The Indian economy currently stands among the world's fourth largest growing economy in terms of purchasing power parity and holds the distinction of being a key contributor to Asia's balance of payment surplus. India's GDP is estimated to be the third largest in the world by2020. India is also considered the second most attractive country in theworld for Foreign Direct Investment (FDI). Forex Reserves (excluding gold and SDRs) stood at US$157.25 billion at the end of July 2006. India now holds the fifth largest stock of reserves among the emerging market economies and the sixth largest in the world.

36

The performance of the country has been consistent and steady over the past three years with an average annual growth rate of 8%. The growth trend is being led by positive movements across sectors in agriculture, manufacturing and services.

37

In recent years, the broad based growth in services sector has been a principle driver of the GDP growth. Business services (including Information Technology (IT) and IT Enabled Services), communication services , financial services, hotels and restaurants and trade(distribution) services are among the fastest growing service sectors. Indias share in the world market for IT software and services (including BPO) increased from around 1.7% in 2003-04 to 2.3% in 2004-05 and an estimated 2.8% in 2005-06. The proportion of manufacturing in the GDP has remained stable at around 25%, however, the growth rate of manufacturing has increased over years, from 2.7% in 2001 to 9.0% in 2006 against the growth rate of 2.3 % and 9.8% in agriculture and services respectively. Manufacturing Industries like textiles, automobiles, cement, steel, petro chemicals, Infrastructure (civil aviation, roads, and ports), electronics ,beverages and tobacco products have been the prime drivers in Indias Industrial growth.

REAL ESTATE SCENARIO IN INDIA

The size of the Indian real estate market is estimated at USD 12billion and it is currently growing at rate of about 30% annually. Real estate lending by banks has increased by 3.78 times in the last two years, forming 18% of the total bank credit. Strong and improved economic growth, proactive policy initiatives like relaxation of FDI in construction and availability of finance (institutional and retail) has driven the demand for real estate across all sectors - Commercial, Residential, Retail and Hospitality. Also, there is an increased focus towards development of Special Economic Zones (SEZ) in India.

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The last few years have seen Indian market mature through regulatory reforms (rationalization of stamp duties, reform of urban land ceilings ), improving products in terms of quality and technology, changing tenant profile (MNCs, and respect for tenancy laws), and improving management and maintenance models (enhanced product lifecycles and sustained project / real estate yields). Although the initial real estate boom was concentrated in places like Bangalore and the National Capital Region of Delhi (including Gurgaon ), more recently the geographical spread has widened. There has been a significant shift in real estate market from metros to its suburbs and to tier II and tier III cities. Lease rentals and occupancies have been picking up steadily and there is an increasing demand for quality infrastructure across various segments of the real estate sector.

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Commercial Real Estate

The demand for new office space in India has grown from an estimated 3.9 million sq. ft in 1998 to over 16 million sq. ft in 2004-05.70% of the demand for office space in India is driven by over 7,000Indian IT and ITES firms and 15% by financial service providers and the pharmaceutical sector. Cumulative demand for office space in India overthe next two years (2006-08) is estimated to be in excess of 45 million sq. ft. The Indian IT-ITES Industry, estimated at USD 36.3 billion in 2006has grown at a CAGR of 36% over the last decade and by 2008, is expected to account for over 7% of Indias GDP and 30% of foreign exchange inflows. In 2005 alone, IT/ITES sector absorbed a total of approx 30 million sq. ft and is estimated to generate a demand of 150million sq. ft. of space across major cities by 2010. South Indian cities like Bangalore, Chennai and Hyderabad along with NCR (National Capital Region) continue to attract the major share of IT/ITES and business investment. However, secondary cities, like Pune , Chandigarh, Indore, Kochi and Kolkata are now emerging as the new preferred destinations for these companies due to their cost and infrastructure advantage

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Residential Real Estate

The residential property market in India constitutes almost 75% of the real estate market in terms of value. Low per capita housing stock, rising disposable income coupled with easy availability of finance from the housing finance companies and banks are driving demand in this sector. Also, Average age of housing loan borrowers has decreased to30- 35 years from 40- 45 years a few years ago, indicating a young erbuying threshold. The housing sector is currently growing at 30-35% per annum. A proportion of demand is also being driven from investors who view housing as an attractive investment option as compared to mutual funds and stocks. The demand for housing is geographically wide spread with townships being built in both the metros and the tier II and III cities. In India, there is a housing shortage of 19.4 million units out of which 6.7million are in urban areas alone. This translates into very high opportunities for investors in the residential sector

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Retail Real Estate

The Retail industry in India continues to be dominated by individuals mall format stores with floor space of less than 500 sq. ft. Total number of retail outlets is estimated to be around 12 -15 million, indicating are tail density of 12-14 outlets per 1,000 people, which is one of the highest in the world. The retail sector in India is currently estimated at USD 230 billion. The current size of the organized retail activity is USD 7billion, which is a mere 3% of the total retail market. The retail sector is witnessing a growth of 5-7% per annum; however the organized retail Is poised to grow at a rate of 25% - 30% per annum and is expected to be worth over USD 30 billion by the year 2010, thereby increasing the share of organized retail activity from the current level of 3% to 15% in the coming decade

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Hospitality Real Estate

Hospitality industry in India is growing at an annual rate of over8%. The number of foreign tourists arrivals (a major driver of hospitality industry) in the country increased to approx. 4 million in 2005. Over 55%of the total demand for hotels in the country is generated by for eignlei sure tourists and business travelers (domestic and foreign). A large proportion of lodging demand in commercial cities such as Bangalore, Mumbai, Delhi etc. comes from business travelers. This category also accounts for the major proportion of demand for five star or five star deluxe hotels. However, against the total current supply of 96,000 rooms, five star category accounts for just a quarter of the supply. With the expected growth in demand for rooms at 18%, another 65,000 80,000 hotel rooms will be needed till 2010. This demand supply gap is expected to result in high level of activity in construction of hotels. The established brands in this sector such as Asian Hotels, Indian Hotels, ITC, Le Meridian etc are in expansion mode with many new players such as Accor Group, Marriot, Choice, I H G Group keen to establish their footprint

Special Economic Zones

The upcoming realty trend in India after multiplexes and mega housing projects are the Special Economic Zones (SEZ). Currently, 28SEZs are operational in the country, including those converted from Export Processing Zones (EPZ) to SEZ. Approx. 189 proposals have already been granted approval since the SEZ Act, 2005 came into force .These include SEZs in various segments such as multi-product, Information Technology, Bio-technology, Gems and Jewellery , Textiles and technology intensive industries. Both developers and corporate have shown tremendous interest in developing SEZs in the country. Reliance Industries, for instance, is planning a 25,000 acre SEZ in Gurgaon and is also the main partner in twin SEZs coming up at Navi Mumbai and Maha Mumbai, with a combined size of 35,000 acres. The Adani group is also setting up an SEZ at Mundra, covering30,000-35,000 acres, and it proposes to invest Rs 7,300 crore on infrastructure. Other corporate who are 43

in process of setting up SEZs include TCG Refineries of the Chatterjee Group (SEZ refinery at Haldiain West Bengal), Suzlon Infrastructure (hi-tech engineering products

and services near Coimbatore in Tamil Nadu, Udupi in Karnataka and Vadodara in Gujarat), Hindalco ( aluminum SEZ at Sambalpur in Orissa), Genpact (IT SEZ at Bhubaneshwar in Orissa, Jaipur in Rajasthan and Bhopal in Madhya Pradesh), Vedanta Alumina ( aluminum SEZ at Orissa). Seeking the permission for SEZs are also a number of real estate developers, including DLF, Ansals, Omaxe, Parsvnath, Shipra Estate and Sunny Vista Realtors

FDI in Real Estate

With the opening of the sector for 100% FDI under automatic route, the real estate sector is estimated to capture about 18-20% of the total FDI coming to India in 2005-06. The FDI in Real Estate is expected to have a favorable multiplier effect on the economy. As an indicator, for every rupee spent on construction, an estimated 75-80% gets added to the GDP. The spill-over effect of this initiative can also be witnessed in important sectors like the cement and construction industries, where the key players are expanding capacity to meet the soaring demand. With the relaxation of the FDI limit, the country saw an influx of global real estate developers like Dubai-based Emaar Properties (the largest listed real estate developer in the world) which enetered India in a joint venture with Delhi based MGF Developments.

Growth and leverage to higher India growth

The real estate sector is developing rapidly in India. The demand side has robust and sustainable macro drivers across all segments

Residential:

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Accounting for more than 70% of the sector in terms of space, residential segment growth is driven by urbanization and the migration of households up the income curve. According to the National Council of Applied Economic Research estimates, the number

of urban house holds earning more than INR 500,000 (about US$12,000) should more than double to 7.6m in 2006-10.

Commercial:
Rapid growth in IT/ITES services (manpower in the sector has doubled in the past three years To 1.6m) is the main driver of Grade A commercial office space demand .Jones Lang LaSalle, a property consultancy, estimates that the absorption of office space in the top seven cities in India was 31.1m square feet in 2006.

Retail:
According to CRIS INFAC, the penetration of organized retail into the overall market will increase from 3.5% in 2005 to 8% in 2010, the reby driving the demand for mall space.

Hospitality:
According to CRISIL, the number of 5-star rooms is expected to grow by60% in the next four years with foreign tourist arrivals growing at 10%CAGR

Structure Of Real Estate

The real estate industry has historically been fragmented and Opaque, but this is changing:

Penetration of mortgage finance:

Mortgage disbursals grew by 38% in FY2001-06 and have be comean integral part of the buying process. This has helped reduce the unaccounted cash component of transactions. 45

Entry of foreign capital:

Regulations governing foreign capital in the sector have been relaxed, motivating developers to become transparent and improve corporate governance.

Change in legislation:
In many states, strict laws like the Urban Land Ceiling Act (which defines ceiling of land holdings in urban areas) have been repealed or modified.

Consumer preferences:
Consumers are now willing to pay premium prices for better amenities and a good brand. In response, most of the bigger developer sare scaling up geographically, which necessitates rigorous systems and processes

MUMBAI REAL ESTATE

Mumbai is no way behind when it comes to a talk on property. The Mumbai real estate is in its growth orbit and attracts investors from major multinationals in the recent times. Such is the potential of the city's infrastructure that it is known to be spearheading most cities as far as property market is concerned. With Mumbai serving as the entertainment city, even the organized retail sector here is fast flourishing. Purchasing real estate in Mumbai requires a significant investment, and each piece of land in the city has unique features, so the property market in Mumbai has evolved into several different fields. Having the potential to leverage high returns, a large number of real estate projects are financed everyday in Mumbai. NRIs can shop for property in the city with the expectation of attaining an investment good, or with the purpose of utilizing it as a consumption good, or both.

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Mumbai is also the fashion capital of India, so it is one of the foremost cities to be hit by the retail buzz. With the opening up of the retail market, there has been a growing demand for retail properties in Mumbai. This has created a viable market for mall space

and other retail stores and showrooms. These retail stores and malls are either owned by a business group or leased for hefty prices as the demand is high. The property prices as well as the increase in rental values in Mumbai owe much of its credit to the large scale investments in the commercial sector. Mumbai has always been the hot favorite for most of the corporate sector to have their headquarters in the city. And with increasing investments by MNCs in the IT, ITES and the BPO sector, there has been a growing demand for office space; which have consequently created an imbalance in demand and supply for residential properties. The rental values in Mumbai have also in high corresponding to that in other metros. Even Indias leading conglomerates have taken up commercial space here. The state administration has already shifted wholesale commodity markets to Navi Mumbai. So, you have endorsements from different segments that Navi Mumbais commercial real estate is much sought after, he says. Suresh Haware, MD, Haware Builders concurs. Even at the nano end of the commercial real estate spectrum, demand is high, he says. It is the small offices and shops segment that have witnessed the highest demand at Haware Builders commercial projects in Navi Mumbai, he reveals. Today, industrial units in Navi Mumbai are relocating to locations in Raigadh district and commercial is the latest buzzword in Navi Mumbais real estate scenario, says Vijay Gajra of the Gajra Group. Commercial options in Navi Mumbai span a huge price band. Growth of the residential segment in Navi Mumbai, prior to that of the 47

commercial segment, actually works out in favour of the end-user today, as manpower resources are easily available, he points out. Commercial real estate in Navi Mumbai comes at competitive prices vis--vis other options in the Mumbai metropolitan region (MMR), with the added advantage of being located in a well-planned city, adds Gajra. IT/ ITeS SEZs and businesses that have anything to do with rail/road transport and logistics or shipping, are proving to be the next big segment in Navi Mumbais commercial spectrum, shares Mayur Shah, honorary secretary, MCHI. Ramneek Bakshi, principal of global property consultants, LJ Hooker, points out that MNCs view India within the parameters of the Brazil, Russia, India, China (BRIC) equation.

When they look at India as a business entity, Mumbai takes prime position. When they start looking out for space, Navi Mumbai, which forms the third level of real estate pricing, is attractive for MNCs looking to set up shop in the Mumbai region, he explains. At the Norwegian consulate in Mumbai, George Mathew, honorary consul general, concurs, If you look at real estate pricing trends in the MMR, Navi Mumbai fits the bill on many counts. However, the clincher is the price efficiency and developed infrastructure that Navi Mumbai provides, he concludes.

Appreciations
The hike in demand as well as supply and appreciation in capital values are attracting good attention from overseas investors. The Mumbai real estate has become a reflective of the high growth in Indian property market. There has been an increase in real estate value across micro markets in Mumbai as well. Mumbai is looked upon as one of the most organized and transparent property market in India. With cash components and transactions shooting up in the last two years, the city has gained much popularity among the investors, both domestic and international. The investment market has been thriving with excellent returns going high over the past few years. The real estate boom and an upsurge in development activities in major parts of Mumbai have led to a rise in investment prospects in commercial and residential sector.

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Known locations like Bandra-Kurla Complex (BKC) and Lower Parle have seen appreciations in commercial spaces falling under the category of Grade A. The occupancy levels in other preferable locations like Andheri West and Nirman Point also increased in the current year and are believed to have marked the rise by 90-95%.Another mark appreciation is in regard to commercial properties in Mumbai, and is prevailing in the city's micro markets barring a few exceptions.

NRI Real Estate trends

Major property developers in Mumbai, underpinned by the vastness, scope, success and scale of progress in the city are now transforming developing properties into strong

retail bases. Then of course, the government permitting foreign direct investment (FDI) up to51% in retail trade has also brought about major moves in retail industry. The demand for property whether commercial or residential, is very high in Mumbai. There has been steady demand for consecutive years and has resulted in an increase in the yield rate. New real estate projects in Mumbai are always in queue to be launched by private as well as by government. This encouraged overseas investors especially Non Resident Indians (NRIs) to make significant investments in Mumbai properties. With an excellent accessibility across the globe, the city of dreams, Mumbai has emerged as an ultimate destination for most people. As per property surveys, one can sell any property and get a price which is fairly good. Within the real estate industry, it is believed that such periods come in cycles and bring an apt time to cash upon. What makes real estate in Mumbai so exciting are an ongoing demand and the proposed projects that are to be executed in approaching years. Builders always have special offers and attractive schemes in store for end consumers. Capital Values of quality apartments, in well-maintained old buildings and upcoming projects, in South and South Central Mumbai, have gone through the roof 49

Agency
Agency is that branch of the real estate business which engages the attention of the greatest number of persons who are concerned with the business, and in that respect it is of prime importance. It is divided into two parts, brokerage and management. A broker is a person who for compensation, usually proportioned to the value of the subject-matter, brings about transactions between principals. Brokerage has two divisions according to the kinds of business which usually engage the attention of the broker. The sales broker is a broker who devotes his time and attention to the bringing about of the sale or exchange of real property. A loan broker is one who gives his attention to the obtaining of loans upon the security of real property. One man may practice both branches of the business, or a specialist may devote himself to either of these branches. Management, the second branch of agency, is the operation of deriving income and caring physically for real estate structures. It concerns itself not only with the deriving of income, but with the keeping down of expenses and the care in making expenditures. It is popularly known as "Agency."

VISION Benchmarking our services in terms of People, Pace & Passion to be the best in the Industry. MISSION To reach provide its creative of our solutions, clients. by To customizing encourage its & our services strengths to our to suit team the to

requirements

facilitate

optimal

potential

combining

diverse

provide

total customer satisfaction. Background They started as a journey by a single individual with a desire to excel has now become an organization which is serving the needs of the real estate industry in the country today. 50

Alliance today has the best talent on its board of directors who are professionals in real estate, finance, accounting and taxation striving to render the best of services to its clients. Alliance today has given shape to and has structured some of the most complex and landmark transactions for reputed clients.

They add value to your properties through their experience and expertise, with their wide network of clients and contacts all over India and global arena. They assist everyone in identifying opportunities and the right partners to compliment their capabilities. Projects HandledLittle World Mall: They had sole mandate to lease the mall which started in October2007in Kharghar. Complete project was completed by them with good anchors and brands as listed below: Aditya Birla more, Archies, Levis, Levis Signature, Max Life style, Adlabs, The Raymond Shop, Reid & Taylor, Welspun, Thomas Scott ,Connections, Koutons,Planet M, The Mobile Store, Homes & Apparels, Lilliput, Carmicheal House, Kittens, Thomas Scott, Gini & Jony, LaDiamond, Nice Looks, Dosa Plaza, China Land, Chopking, IndianTadka, Moti Mahal, Caf Energise, Caf Bollywood, Kwality Swirls Juice Zone, Namrata Cup Corn .Curries and Parathas, etc. City Center Mall: They have leased Operational Mall on Palm Beach Road, Vashi. The list of brands which we introduced to this mall are: Levis, Roop Sangam, Kittens, Gini& Jony,La Diamond, And Design,Adora, M&B Shoes, Black berry, Weekender, Infancy, Timex, GKB Opticals, Black Berry, ITC John Player, Unistyle, Addidas, Nike, Spykar, Lee Cooper, Ruff Kids, L effect, Live In, Lovable, Dominoes , Nice Looks, Top Corn, Caf Coffee Day, Ameoba Game Zone, Stone age Restaurant. 51

Other Individual Projects Handled : Brokerage deals: Crystal Mall- Bandra & Mumbai Times Caf Reliance & Maithili Signet at Vashi. Kstar Mall Chembur Aditya Birla More Fantasia Mall-Inox (Multiplex)

Bank Finance: Arrangement for Akshar Developers from Axis Bank Arrangement for Well-wisher Constructions from Axis Bank FDI investment for Little World Mall.

Quality Objectives Continuous improvement in the quality of services. Prompt response to customer complaints Strong property data bank. Aggressive follow up & due diligence. Panel of associates for legal, finance, market research,investments and other allied subjects. Handling properties in all metros and all other cities across thecountry

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Overview Alliance Property Services is professionally managed company Having presence in Mumbai, India in the following activities: 1. Real estate Sale and lease. 2. Lease of retail outlets in malls and High street. 3. Joint ventures with developers. 4. Leasing and sale of entire properties with High Value

clients./Builders/Investors/Private equity /Venture capital /Foreign Direct Investors. 5. Franchising in retail and other spheres. 6. Arranging attractive investment proposals/ideas for investors. 7. Holding real estate/franchising /retailing /financing expositions and Exhibitions in all towns and cities. 8. Finding investors for local developers and Builders. 9. Underwriting entire projects for marketing, investments and Execution Corporate Real Estate Services Transactions for all kinds of properties across the country including: Residential Office Commercial Retail & Shopping Malls IT Park BPO/ Call centre Hotel & Resorts Leisure & Entertainments 53

Hospitals Multiplex es Indus trial Institutional.

Advisory Services: Investment Advisory Services Third Party Due Diligence & Service Management Feasibility Analysis Lease & Utility Audits Relocation Studies Property Valuation & Tax Consulting Site Selection Modeling Analysis & Strategic Planning Merger and Acquisitions Joint Venture, Collaborations, Franchise Foreign Direct Investment (FDI)

Allied Services: Valuation and Land Appraisal Tenant / Purchaser Representation Research & Feasibility Studies Project Management Bank Finance: Preparing project and feasibility report, Bank Turnkey Financing Solutions

Value added Services

1. a) Turn Key Projects: Lessoning for Approval Central Govt. of India 54

b) c)

State Govt. of India Local Govt. and Municipal Corporations

2. Joint Venture with Best Indian Realtors for Multinational Companies. 3. Office Buildings and Houses for Company Management. 4. Project Management Consultancy Services. 5. Design, Architect, Marketing, etc. 6. Local Assistance for Site Development / Construction. 7. Global Partnership with leading realtors overseas for Indian Realtors. After achieving a reasonable success in Mumbai and Navi Mumbai, they are now planning to have branches and associate offices in all cities and

SELLING & MARKETING DEPARTMENT The ultimate aim of the Real Estate Marketing is to increase the demand for a particular type of property and to increase the price so that the seller of the property owns the highest amount of profit for himself. The Real Estate marketing is needful also to make the Real Estate project work and make it familiar among the public as much as possible. Most of the Real Estate sellers keep an amount intact just for their Real-Estate Marketing and on that basis they choose certain Real Estate Marketing Agents and give them the responsibility to sell their property off with as much profit as possible. If the sellers budget is big enough then he can go for renowned Real Estate Marketing agency and for those with small budgets the smaller agencies are also available. Most of the big Real Estate owners who want to sell their properties prefer to go for big marketing agencies as they have better ways to promote ones properties and have able agents who can find the right kind of agents working for them who have better contacts and have better ways to popularize the real estate property.

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A good Real Estate Marketing Agency always puts special emphasis on the right kind of information that one needs before starting Real estate Marketing and for that the agency normally conducts some kind of survey to gather the right kind of information. Later the Real-estate marketing Agency depending on that report develops their ways of marketing. Nowadays a lot of Real estate marketing is done through the help of the Internet. One can have various websites that do marketing for different real estate properties for a certain amount of money. One also needs to make the website precise and filled with to the point information. The Real estate Internet Marketing is a very simple process and is cheaper in nature as well. Although one needs to keep the demands and the reasonable amount of price in mind. I was functioning under operational projects of Alliance Property Services for Harares Commercial Projects namely Centurion Commercial & Shopping Complex, Nerul Vashi InfoTech Park, Vashi Haware Infotech Park, Vashi Fantasia Mall, Vashi In marketing, Promotional strategies were used namely News paper advertisements, Visual media ads in local cable channels Direct Marketing(door-to-door) in commercial complexes and Through www.iproperty.com Business cards can either by a waste of paper or an effective bridge between a prospect and their potential as a long-term client. So, follow-ups of all the business cards that were dropped in at the site office were done on a daily basis. Brokers & agents were also approached to get their clients for the deals. Telephone & Email follow-ups also formed a part of my job. There was face-to-face interaction with the customers for the sale of shops/offices by convincing them to buy.

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Customer Database was also maintained considering various heads like- Date of purchase, Shop/Office no., Name of the customer, Area of the shop/office in sq.ft., Total value of Shop/office in Rupees, Total Received(cash/cheque) and Balance amount ADVANTAGE FOR REAL ESTATE AGENT: 10-Year Tax Holiday The finance Ministry has announced a 10-year tax holiday for developers of Industrial parks set up from April 1, 2006 to March 31,2009. According to the Industrial Park Scheme 2008 notified by the Central Board of Direct Taxed (CBDT), the industrial park developers will be eligible for 100% tax deduction which is to be provided for 10consecutive assessment years out of 15 years after the commencement of operations of such units. The developers will be free to choose the 10consecutive years for the purpose of availing themselves of the tax holiday. Price Variations in India There are unbelievable variations in the prices of real estate sector in the past. Which mainly affect to the sale of business. Mainly there are two causes for the same: Per Capita Income GDP at Market Price Per Capita Income As depicted by fig. 2 per capita income is increasing in India, which has increased the purchasing power of the people. Due to this over the last year (2006-07) houses prices have raised by 10-90% and commercial property prices by 10-30% in different area of India. Correlation .996 is found between PCI and real estate prices. Thus there is a positive correlation between per capita income and real estate prices. GDP at Market Price GDP, the indicator of the national growth, from the past 2-3 years is increasing by 6.5% to7.5%. Every rupee spend on the construction add to nearly 60% of GDP. As shown by the figure the GDP has increased from the 2463324 crore to 3529240 crore from 2002-03 57

to 2005-06, so it indicates that how the spending on the construction sector helps the realestate prices to increase.

Clear Title 90% of the lands in India do not have clear title. The ownership is unclear, thereby creating a scarcity of land. This is due to poor recordkeeping and outdated complaint processes. All updated records must be computerized to increase transparency in land ownership. And special fast track courts must be set up to clear all legal land disputes in a short period of time. Stamp Duty & Registration The cost of transferring land titles must be reduced from rates of 10%stamp duties to reasonable levels of 3 to 5%; similar to prevailing rates in developed countries. This will encourage sellers to pay stamp duties, instead of trying to cheat the government, thus increasing the revenue for the country. The high duties have also encouraged unaccounted money being used in most real estate transactions in India. The registration procedure should also be made transparent and simple so that corruption can be minimized.

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Building Codes, Standards & Permissions There are several building guidelines and standards in various cities and states, however they are neither followed by the developers nor implemented by the authorities. Development and Planning In India development and planning concerned with real estate sector is not up to the mark. The city or state authorities must use professionals to plan and execute all development plans for cities and towns, with future development in mind. This must be done without political compulsions. This will allow proper zoning within cities and towns, green areas and other infrastructure systems to fall into place as the development plans unfold. Present Scenario in India Up to the end of 2007 real estate sector in India was growing at a very high rate. There was a situation of boom in this sector. The home loans were easily available and RBI was following very liberal policies regarding the interest rates. But in 2008 the things are changing due to the high rate of inflation in the Indian economy. There is uncertainty in the market as share market is showing depression and the RBI is also increasing the Bank rate leading to the increase in the interest rates. So the buying power is reducing. The major reasons for this downfall are inflation and the low rate of GDP. Findings As the GDP increases the real estate prices also increases because there is a high degree of positive correlation between the real estateprices and GDP. Real estate prices also increases with increase in the per captaincies as there is high degree of positive correlation between these two also. The infrastructure of India is also growing day by day so it adds to the 59

Better facility to different sectors which affect the real estate prices.

The FDI into the country affects the real estate FDI and real estate having a positive correlation leads to the boom in this sector. Increase in FDI from 2006 to march 2007 is 10%. Earlier it was 16% and now in2008 it is 25%. The interest rate also affects the real estate prices because it affects the lending and borrowing by the investors. The growth in the real estate sector is between 25-30% in a residential Sector, 10-15% in commercial sector and agriculture sector.

Housing sector constitute 80% of real estate in terms of value and 20% by commercial sector. In residential segment, availability of easy home finance and rising purchasing power has driven the growth. Builders are launching high-end, life style residential products to cater to the growing bunch of high net worth individuals.

In 2008 the growth of real estate sector is going down due to high inflation and hike in home loan rates by the banks following the increase in bank rate and SLR by the RBI The outsourcing and IT/ITES industry have contributed to the demand for quality office-space. The estimated demand from IT/ITES sector alone is expected to be 150mm sq. ft. of space across the major cities by 2010. Suggestions The following recommendations are made this paper-

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 Due to high prices the lower income group is not able to purchase the shops, so company should take kept in mind to protect the lower income group. The agriculture land covered into the commercial and residential purpose. But the population is also increasing day by day. So company should steps for the same. The investors should analyze the type of project in which they are going to invest and the potential returns from it. Privatization of Airports and ports needs to be speed up. There is a lack of proper data and management of the real estate sector so company should take the corrective steps in this regard so that the proper estimation and management of the real estate can be made possible. Commonwealth is scheduled for 2010. Hotels, sport stadiums another infrastructure to have successful games need to be expedited. This is another great opportunity for foreign developers and investors to step in India. Thus more and more encouragement should be given to foreign investors. Stamp duty is extremely high and must be rationalized and brought down to 2-3% as per global practice, which is now in India varies from 5- 6%. Due to lot of investment avenues in real estate in India, fraud cases are also increasing day by day like in Delhi deconstruction of buildings. Thus Careful measures and laws should be enacted to deal with these types of situations.

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CHAPTER -5
CONCLUSIONS

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CONCLUSIONS
After studying all the factors of the real estate it can be concluded that the Real Estate is a very wide concept and it is highly affected by the macroeconomic factors like GDP, FDI, per capital income, Interest rates and employment in the nation. The most important factor in the case of Real Estate is location which affects the value and returns from the Real-Estate. India needs a stronger capital market base for property financing. The debate on the potential introduction of REITs and real-estate funds points in the right direction. The introduction of REIT s in2007, will give international investors in particular a familiar investment vehicle. Private investors could also enter into indirect investment in real-estate. Although interest in new projects is most likely to come primarily from institutional investors, the rising middle class is likely to seek new instruments aside from direct property investments in the medium terms, in the end we can say that the investment in Real Estate in India is aviary good investment opportunity. But one should be very careful while taking decision in this direction due to rising inflation and interest rates. Legal issues should also be kept in mind while choosing a property.

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CHAPTER -6
IMPLICATION OF THE STUDY
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IMPLICATION OF THE STUDY

India has enormous potential in all its property investment categories. Strong population growth, a large pool of qualified workers, greater integration with the world economy and increasing domestic and foreign investment are fuelling demand for office, retail and residential property. Although not discussed in depth in this paper, this demand growth can also be applied to many special property classes, such as hotels or second homes. Going forward, it will be a matter of exploiting this potential. For the real estate industry, three aspects are most particularly important. First, further opening to foreign investment is desirable. Not only do international investors have the means to finance new construction projects, but also possess the expertise in market analysis, facility anagement and building construction. In the medium term these will act as catalysts to bring greater transparency to the market. Second, India needs a stronger capital market base for property financing. The debate on the potential introduction of REITs and real estate funds points in the right direction. The introduction of REITs in 2007 will give international investors in particular a familiar investment vehicle. Private investors could also enter into indirect investment in real estate. Although interest in new products is most likely to come primarily from institutional investors, the rising middle class is likely to seek new instruments aside from direct property investments in the medium term. Third, the government needs to step up developing the urban infrastructure. In recognition of this, Indias finance minister Shri P. Chidambaram presented an extensive urban investment package during his budget speech for fiscal year 2005/2006: If our cities are not renewed, they will die.40 In December 2005 the Jawaharal Nehru National Urban Renewal Mission estimated that the selected 63 cities will require annual 65

investments of USD 4 bn. Roughly half of this is for the seven biggest cities. In his latest budget speech on February 28, 2006 the finance minister also announced that the government wishes actively to promote the establishment of new towns.41 Channelling the process of urbanisation into new agglomerations is a plausible step, given the growth scenarios for the metro cities. But it requires additional funding and is likely, at best, to make an impact on real estate markets in the medium term.

Response Variance Across Sample Characteristics. The sample was tested to see whether the responses to the practice questions varied significantly relative to a number of control factors. The factors tested were: Real estate portfolio size CRE team size CRE&FM operating budget size Professional membership (73% of the sample are industry association Core Net Global members) CRE organization structure Industry sector Enterprise annual revenue Total number of enterprise employees No significant differences across responses were found based upon these factors. The only difference in means that was greater than 1 (i.e. one point difference in average response on the 1-7 scale) was the difference between the lowest and highest industry sectors. Regus Global Report Corporate Real Estate Impact on Enterprise Success April 2011 Findings: Fundamental CREM management Practices The study collected information regarding four fundamental corporate real estate practices: organizational structure, budget control, CRE reporting and use of suppliers. Responses were limited to four choices. The responses are informative on their own, and were also compared to the practices maturity scales to see if any of these fundamental characteristics correlated with the survey results, as discussed above. There is very little information published documenting the relative distribution of these practices, and the results shed light on some frequent debates. Further, one question solicited the opinion of the survey respondent regarding senior managements view of CRE .Given the increase in tele work (where employees are allowed to work from home or another location) and implementation of alternative workplace strategies (AWS), the survey also enquired into current telework and AWS practices, and asked respondents to predict future policies and practices regarding alternative work and sustainability at their company. Fundamental CRE Practices Among the four generic approaches to CRE organizational structure presented in the survey, a hybrid of functional and geographic operations was most commonly 66

cited, possibly due to the global scope of many of the participating companies. The rest evenly balanced between either functional or geographic driven organizational structures, as shown in Figure 2. None of the participating companies managed corporate real estate at the business unit level. Figure 3 summarizes the budgetary control and real estate cost charge-back policies at the companies surveyed. The most common practice is to budget and manage CRE costs centrally and then recharge all costs back to business units. There is a fairly even spread across the other three methods. In the majority of the organizations (78%) the central CRE function has control of the overall CRE budget and through this

should be able to strongly influence and drive improved practice and policies consistently across the entire portfolio. Figure 2: Basis for CRE Organization Structure Figure 3: Budgetary Control and Recharging Practices. The distribution of where the CRE function reports into the overall corporate management reporting line is also quite diverse across the sample, as Figure 4demonstrates. The survey respondents most frequently report to the Chief Financial Officer, followed by both the Chief Operating Officer and the Technology function. Corporate Real Estate Impact on Enterprise Success The survey collected information about the level of activity where suppliers are used. The results are shown in Figure 5. Given that the survey was targeted at the largest corporate occupiers who would potentially be best positioned to benefit from integrated services across the globe, it may be surprising that 38% of the respondents only use suppliers tactically at a local or national/regional level. At the other end of the spectrum, an equal proportion of respondents engage suppliers on an an international level based around a limited number of principal relationships responsible for integrated solutions across a wide range of functions and/or countries. This points to a considerable growth potential for the major international service providers, as over 60% of those surveyed arent currently using integrated solutions on an international b

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( Search From Google site ) Real Estate Impact on Enterprise Success Current and Future Workplace and Sustainability Practices The survey found wide variation in formal telework or telecommuting policies (where employees are allowed to work from home or another location). Respondents were asked to select the category that best represented the proportion of the organizations which telework applied. The responses, shown in Figure 6, indicate that formal policies regarding telework are limited to a relatively small percentage of the workforce at half of the participating companies. However, at the other end of the spectrum, 18%of these large companies allow over 40% of their workforce to telework.Figure 6: Organizations formal telework or telecommuting policyUse of telework tends to foster the use of alternative workplace strategies (AWS) which were described as a range of flexible workplace settings provided for an employees work in places that are not assigned individually. Figures 7 and 8 summaries current and future AWS availability to the work for 68

CHAPTER -7
FINDINGS /RECOMMENDATION

69

FINDINGS /RECOMMENDATION

Referrals It has been estimated that in North America, referrals and word-of-mouth recommendations generate 85% of new business. In effect, a referral or recommendation, is third party confirmation that the business,i.e. the agentis competent and trustworthy. The challenge for agents is to increase the number of people who believe that they are sufficiently competent and trustworthy to recommend them to other people. This reputation for competence and trustworthiness doesnt just happenit has to be earned. Advertising Advertising properties listed for sale represent implied endorsements of agents competence and trustworthiness. After all, the owners of the properties advertised for sale must have believed the agents to be competent and trustworthy; otherwise they would not have hired them to help sell their properties. Open Houses Open houses allow real estate agents to showcase their technical expertise and personal characteristics. By interacting with agents at open houses, prospective clients can assess individual agents competence and trustworthiness and by extension, how the agent can help them. For prospective clients, its like test driving a new car. Networking Networking is the most multi-faceted, versatile and effective marketing tool available to real estate agents. Among other things, it allows them to exchange information and showcase their trustworthiness. Above all, it also makes it possible to interact with other people, who ideally will like and trust an individual agent well enough to do business with, and refer others to him or her.

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Prospecting The best way to develop a client base is by well focused prospecting. Prospecting is an essential marketing strategy. It generates new leads that can be converted into clients. It also provides the inflow of new clients. These clients will ultimately become part of the pipeline by contributing repeat and referral business. A Benefit For All Agents All real estate agents can benefit from applying the best marketing practices of high producing agents. Specifically, this means that the key marketing strategies of high producing agents will help you attract clients.

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CHAPTER -8
LIMITATIONS

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LIMITATIONS #
# # # # # Due to limitation of time a sample size of only 50 respondents chosen The Survey was carried through Questionnaire and the questions were based on perception. The Sample for research was chosen only from a limited area. Some of the respondents may be biased in giving responses. Complete data was not available due to company privacy and secrecy This conclusion and recommendation made are based on a very less experience of researcher in this field.

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CHAPTER -9
OVER ALL EXPERIENCE

74

OVER ALL EXPRINCE

India has enormous potential in all its property investment categories. Strong population growth, a large pool of qualified workers, greater integration with the world economy and increasing domestic and foreign investment are fuelling demand for office, retail and residential property. Although not discussed in depth in this paper, this demand growth can also be applied to many special property classes, such as hotels or second homes. Going forward, it will be a matter of exploiting this potential. For the real estate industry, three aspects are most particularly important. First, further opening to foreign investment is desirable. Not only do international investors have the means to finance new construction projects, but also possess the expertise in market analysis, facility anagement and building construction. In the medium term these will act as catalysts to bring greater transparency to the market. Second, India needs a stronger capital market base for property financing. The debate on the potential introduction of REITs and real estate funds points in the right direction. The introduction of REITs in 2007 will give international investors in particular a familiar investment vehicle. Private investors could also enter into indirect investment in real estate. Although interest in new products is most likely to come primarily from institutional investors, the rising middle class is likely to seek new instruments aside from direct property investments in the medium term. Third, the government needs to step up developing the urban infrastructure. In recognition of this, Indias finance minister Shri P. Chidambaram presented an extensive urban investment package during his budget speech for fiscal year 2005/2006: If our cities are not renewed, they will die.40 In December 2005 the Jawaharal Nehru National Urban Renewal Mission estimated that the selected 63 cities will require annual investments of USD 4 bn. Roughly half of this is for the seven biggest cities. In his latest budget speech on February 28, 2006 the finance minister also announced that the government wishes actively to promote the establishment of new towns.41 Channelling the process of urbanisation into new agglomerations is a plausible step, given the growth 75

scenarios for the metro cities. But it requires additional funding and is likely, at best, to make an impact on real estate markets in the medium term.

AMRAPALI GROUP DEVELOPING INDIA It have to many types of project in Noida, Noida extension, Gaziabad, Delhi and another city. Project is Amrapali Sapphire, Heart beat city, Hanging garden Zodiac & Leisure valley.

AMRAPALI SAPPHIRE Sector 44 noida 1. This project is in total 22.5 acres of land.

2. Total 25 towers A,J,N,V, towers are 4BHK & another tower are 2&3BHK.

3. This project is near to sector 44 which is prime location of Noida.

4. Amrapali sapphire is front of unitech golfcourse.

5. This project connected to Mahamaya flyover.

6. From this project Botanical Garden, Metro Station-37, Metro Station -18 & GIP mall only 5min.Drives.

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77

UNIQUE SELLING POINT

1. CONNECTIVITY- MAHAMAYA FLYOVER 2. LOCATION NEAR TO SECTOR 44 PRIME LOCATION OF NOIDA 3. GENTRYBUROCRATES

TYPES Type-1 Type-2 Type-3 Type-4 Type-5 Type-6

BHK 2BHK + 2 toilet 3BHK+ 2toilet 3BHK+ 3toilet 3BHK+ 3toilet+Servent Room 4BHK+ 4toilet+Servent Room 4BHK+ 4toilet+Servent Room

AREA 1140/sqft 1390/sqft 1640/sqft 1850/sqft 2465/sqft 3075/sqft

PREFFERED LOCATION CHARGE (PLC);1. First Floor 2. Second Floor 3. Third floor 4. Fourth Floor 5. Fifth Floor 200/sq.ft. 175/ sq.ft. 150/ sq.ft. 125/ sq.ft. 100/ sq.ft.

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CASH DOWN PAYMENT;PHASE-1 PHASE-2 = = 6100/sqft 5900/sqft

OTHER CHARGES 1. One covered car parking4,00,000 Rs 150/sqft 15,000/kv 40/sqft 40/sqft 1,00,000 Rs 20/sqft

2. Lease Rent 3. Power backup

4. External Electrification Charges5. Fire Fighting charges 6. Club Membership 7. Maintenance Deposit -

ADDITIONAL COVERED CAR PARKING 6,00,000 Rs 15th floor downward to be 20/sqft/floor PLC & Upward no Charge.

CASH DOWN PAYMENTOn the booking time 10% Within 30 days of booking period - 85% 79

On possession time SPECIFICATION :-

-5% + Other charges

1. Floor 2. Wall -

Verified Tiles Texture painting in Living room & Master Bedroom Modular & Semi Modular Hind ware & jaguar fitting Wooden flooring P.O.P.

3. Kitchen4. Toilet 5. Master Bedroom 6. Ceiling -

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81

CHAPTER -10
ANNEXURE

82

ANNEXURE

A. I want to consider homes in this value category: Under ` 200,000 (condos) `200,000-` 250,000 ` 251,000-` 350,000 ` 351,000-` 500,000 ` 501,000- ` 750,000 ` 751,000-` 1,000,000 ` 70,000,00-` 3,0000,000 unlimited B. I want this number of bedrooms: 1-2 3-4 5 or more C. I am looking for roughly this amount of square footage of living area: Under 1,400 1,400-2,000 2,000-2,700 2,700-3,500 3,500-5,000 5,000 or more D. I would prefer this lot size: Average Tract size 1/4 - 1/2 acre 1/2 - 1 acre 1 - 5 acres 5 or more acres

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E. I would like to investigate this type of neighborhood (check all that apply): Urban Suburbs Town Mountain Area

F. I will consider: only single family homes villa and penth house both of the above G. YES, I must sell my present home before considering the purchase of another home. I would estimate its selling price at approximately: in Rs. 200,000-250,000 251,000-350,000 351,000-500,000 501,000-750,000 751,000-1,000,000 1,000,000-1,500,000 Over 2,500,0000 I do NOT need to sell my present home before purchase. H. I need a new home: Immediately In 90 days In 6 months Within a Year

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CHAPTER -11
BIBLOGRAPHY

85

BIBLOGRAPHY

Different Journals. Indian Real Estate marketing ( Anil kumar saini ) www.google.com www.wikipedia.com

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