Professional Documents
Culture Documents
PROJECT REPORT
ON
AT
“SHIVSHAKTI PROMOTERS & BUILDERS”
Submitted to
SAVITRIBAI PHULE PUNE UNIVERSITY
In the Partial fulfillment of Masters in Business Administration
Submitted by
VIKAS ABHANGE
1
A
PROJECT REPORT
ON
AT
“ SHIVSHAKTI PROMOTERS & BUILDERS ”
Submitted to
SAVITRIBAI PHULE PUNE UNIVERSITY
Submitted by
VIKAS ABHANGE
Acknowledgement
2
This began as the project semester of MBA programme; I would like to thank
Savitribai Phule Pune University and “JAYAWANTRAO SAWANT INSTITUTE
OF MANAGEMENT & RESEARCH” for giving me and opportunity to undertake
this project as a subject for practical fulfillment of MBA course
Director Dr Anita khatke mam for goving for valuable guidance inspection to
people who help me bring this project into life. Thus the project has been a
And last but not the least I would also like to thanks each and every person
Vikas Abhange
3
CONTENTS
Chapter 1
4
Executive Summary
5
1. Executive Summary
on the part of all stakeholders that infrastructure would play a key role towards
pushing India’s GDP to the desirable 8 percent mark has come as a boon for India’s
construction industry.
The industry is riding a growth wave, which is evident from the financial
results posted by some of the leading contractors. However, the industry is faced with
construction materials and having an adequately trained manpower are issues that
"The construction sector, therefore, has to gear up fully to take on the ever-
increasing challenge."
This study was basically concern with consumer buying behaviour towards
residential properties in Pune city with reference to Shivshakti promoters & builders
The basic objective behind carrying this study was to study the property purchasing
city, to study the various factors affecting the customer-buying pattern especially in
case of residential properties and to search out new prospects for Shivshakti
promoters & builders After completing this study it was found that maximum
respondents are having the resident on rental, it was also found that price & location is
major factor which are consider by the customer at the time of purchasing the
residential property. The ‘quality’ & ‘facilities’ are most considerable parameters at
the time of selecting residential property. It was also found that demand of the 2 & 3
6
After going through this study I would recommend Shivshakti promoters &
builders that they should try to decrease Five star amenities with a view to cut down
the property prices and there by attracting the middle class, and also actively
participate and organize property exhibition, trade shows, hoardings, etc. to create
awareness in the market. They should reduce the maintenance charges and should
concentrate on CRM activities, such as loyalty to create strong good will and gain
new customer.
7
Chapter 2
8
2.1 OBJECTIVES
constructions.
To find out the near competitors for Shivshakti promoters & builders
Constructions.
To find out the period in which the customers are more willing to purchase
Residential properties.
Construction.
9
2.2 SCOPE
city. The company can come to know various factors affecting the customers’
Company comes to know about customers expectations & need for future
properties purchases. The sample size taken for this project is 100 Respondents.
Customers.
10
2.3 LIMITATIONS
4) The response from the respondents was fair enough but not up to the mark or
good enough.
6) The survey area were too far as the city is big enough which caused many
transportation problem.
11
2.4 NEED & SIGNIFICANCE
The study conducted is Pune city reflects the market position of Shivshakti
promoters & builders Residential Properties. It gives us the details of various factors
marketing strategy and plan accordingly, so as to capture a greater market share& the
services provided by the company. It foresight the future requirement of the market
and thus helps the manufacturer to face the future completion in a fully prepared way.
Thus it helps the company to have a good brand image and stepping toward
success.
12
Chapter 3
Company Profile
13
3.1 INTRODUCTION TO COMPANY
GROUP is specialized in high-quality Ceramic wall and floor tiles and sanitary ware.
We are the company that has been on the forefront of innovation in home decor.SHIV
,lodging, Builder and promoter. In more than last 40 years, the Organization has
grown from strength to strength striving hard to transform that vision into reality.
Today the company's name has become synonymous with the quality Construction
business in Pune.
14
Certificate for Quality Management System Standards maintained by the
Commercial complexes.
and also for its ethics, transparency, reliability, professionalism and reflexivity.
completed projects, over 40 Lakhs Sq.Ft. completed construction and 3,000 satisfied
Shivshakti Builders.
Quality Policy:
Residential, Commercial complexes and all such types of shelters, which shall meet
customer need consistently. We shall further strive to enhance the interest of our
Quality Objectives:
System.
15
Aims:
formulated to achieve the "Quality Objective". Total quality principles are adopted in
selection of the material, implementation of the project, and even after the project is
Values:
Honor and respect those who are experts in their fields, those who are wise,
knowledgeable and insightful. Project the eminent & nurture the learned.
Do not use the force but work through. Conciliation, appreciation and
inspiration.
Maintain your position through growth and expansion, which requires effort.
Plan for the acquisition of wealth with the eyes of crane, employ a variety of
postures like peacock, strike with the ferocity of a boar and display the velour
of a lion.
Human Resources:
intensely competitive market. This is because we treat our employees with respect and
dignity. We believe the growth of the Group is dependant on the growth of our people.
They find an independence to chart their own course, an openness to new ideas,
16
efficiency in implementation and an enormous professional satisfaction. We have men
of mission who can face challenging opportunities with finesse and purpose. The open
Technology:
proper checks and controls over the business transactions. Continuous technological
Social Obligation:
The group believes in repaying its debt to society and does so in many
different ways. After realizing the grave need for shelter it has initiated the task of
and Developments of Gardens, large roadside plantations, drinking water and public
toilets facilities have been taken up. On a more macro level, the group has contributed
its mite towards promoting sports development, besides lending a helping hand to
Slum development
Creating gardens
Sports
Tree Plantations.
17
After Sales:
Kumar Builders strive hard and are committed to provide all such type of
services related to pre & post booking activities in order to enhance customer
satisfaction.
We assist all the esteemed customers to avail loan, help them in all type of
It is our endeavor to sort out all the complaints / queries before and after sales
Financial Assistance:
ICICI Bank
18
3.2 BRANCHES & OFFICES
E-mail : blueberrypune1@gmail.com
19
Residential Projects
Commercial Projects
Future Projects
Completed Projects
20
Blueberry
22
Chapter 4
Theoretical Background
23
4. THEORETICAL BACKGROUND OF BUYING BEHAVIORS
environment by which human beings conduct the exchange aspects of their lives
decisions on how to spend their available resources like time, money and effort on
Human beings are greatly influenced in their buying actions by various factors
like opinions of others, marketing stimuli like product, advertising, packaging and
product appearance
The buying process involves the user, influencer, decider, and the buyer
consumer
24
It is very important to understand what and how much information is
required by the consumer to help him evaluate the products and services
complex
marketing research
marketing concept.
25
Strategies that work today may not work
tomorrow.
Managerial:
characteristics
overlooks
Holistic:
process
26
Stresses the broader, culturally derived context of consumption
This approach may not be actionable and all decisions are not rational.
consumers buy.
Six Stages to the Consumer Buying Decision Process (For complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes lead to a
purchase. All consumer decisions do not always include all 6 stages, determined by
27
Food. Hunger stimulates your need to eat.
you were deficient? I.E., see a commercial for a new pair of shoes, stimulates
2. Information search--
Chinese food
Indian food
Burger king
the buyer wants or does not want. Rank/weight alternatives or resume search.
May decide that you want to eat something spicy, indian gets highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think
"framing" alternatives.
28
5. Purchase--May differ from decision, time lapse between 4 & 5, product
availability.
Cognitive Dissonance, have you made the right decision. This can be reduced
After eating an indian meal, may think that really you wanted a chinese meal
instead.
others.
to others, and the higher the risk the higher the involvement. Types of risk:
Personal risk
Social risk
Economic risk
frequently purchased low cost items; need very little search and decision
29
Limited Decision Making--buying product occasionally. When you
brand.
deciding.
The purchase of the same product does not always elicit the same Buying Behavior.
For example:
Going out for dinner for one person may be extensive decision making (for someone
that does not go out often at all), but limited decision making for someone else. The
reason for the dinner, whether it is an anniversary celebration, or a meal with a couple
three factors:
1. Personal
30
2. Psychological
3. Social
1. Personal
Who in the family is responsible for the decision making. Young people purchase
2. Psychological factors
Motives--
Actions are effected by a set of motives, not just one. If marketers can identify
o Physiological
o Safety
o Esteem
o Self Actualization
Perception--
31
What do you see? Perception is the process of selecting, organizing
Information inputs are the sensations received through sight, taste, hearing,
consumers do not distort the facts and perceive that the advertisement was for
the competitor.
don't.
change consumers' behavior about your product, need to give them new
Inexperience buyers often use prices as an indicator of quality more than those
Attitudes--
32
Knowledge and positive and negative feelings about an object or
other people.
Consumer attitudes toward a firm and its products greatly influence the
and lifestyle.
buy).
Personality--
All the internal traits and behaviors that make a person unique,
Examples include:
Work holism
Compulsiveness
Self confidence
Friendliness
Adaptability
Ambitiousness
Dogmatism
Authoritarianism
33
Introversion
Extroversion
Aggressiveness
Competitiveness.
Traits effect the way people behave. Marketers try to match the store image to
Lifestyles--
lifestyle. Lifestyles are the consistent patterns people follow in their lives.
3. Social Factors
Opinion leaders--
34
People have many roles. Husband, father, employer/ee. Individuals
information.
Family is the most basic group a person belongs to. Marketers must
understand:
family roles and preferences are the model for children's future family
(can reject/alter/etc)
individual.
The Family life cycle: families go through stages; each stage creates different
consumer demands:
Bachelor stage.
empty nest I, older married couples with no children living with them,
empty nest II, older married couples, no children living at home, head
retired
35
solitary survivor, retired
Reference Groups--
Individual identifies with the group to the extent that he takes on many
reference groups. Marketers get the groups to approve the product and
Social Class—
Social class influences many aspects of our lives. IE upper middle class
names.
36
Upper-middle class, 12.5%, college graduates, managers and
professionals
Social class determines to some extent, the types, quality, quantity of products that a
person buys or uses. Lower class people tend to stay close to home when shopping, do
not engage in much pre-purchase information gathering. Stores project definite class
images. Family, reference groups and social classes are all social influences on
Culture refers to the set of values, ideas, and attitudes that are accepted
determines what people wear, eat, reside and travel. Cultural values in the US
international marketing.
37
Chapter 5
Research Methodology
38
5. RESEARCH METHODOLOGY
What is Research?
The following eight characteristics of research will serve us well in defining meaning
of research.
4. Research usually divides the principal problem into more manageable sub-
problems.
social research. The broad area of survey research encompasses any measurement
interview.
39
Survey Method: -
4) Greater objectivity.
Questionnaire: -
Sample size is100 respondents which are further calculated in percentage and
Non-probability sampling is that procedure which does not afford any basis
for estimating the probability that each item in the population has of being included in
the sample.
40
For this project Primary as well as Secondary data is use.
Primary Data:
Information collected for first time is called as Primary Data & is in the
original character. Primary data collected either through observation or through direct
interviews.
questionnaire.
Secondary Data:
Secondary data means data which already been collected and analyzed by someone
Research Design:-
Research design is the guideline, which help the researcher to get the required
41
Chapter 6
Data Analysis
and
Interpretation
42
6. DATA ANALYSIS
The above table shows that, maximum no. of respondents stays on rental basis
i.e.49%, 36% of the respondents have their ownership on residence and 15% of
relative.
43
Area No. of Respondents % of Respondents
peth Area 11 11%
Kalyani Nagar 19 !9 %
Hadapsar 23 23%
Kondwa 26 26%
Katraj 07 07%
Baner 05 05%
Pashan 09 09%
Total 100 100%
The above table shows that maximum no. of respondents i..e.26% prefer Kondwa
area, whereas 23% of respondents preferred Hadapsar area, while 19% of respondents
prefer Kalyani Nagar area, whereas 09% of respondents preferred Pashan area while
07% of respondents preferred Katraj area and 05% of respondents preferred Baner
properties.
whereas 28% consider location while 16% consider transportation facility whereas
10% consider other factors like Vastushastra, Water availability etc. and 07% of
residential properties.
45
The above table shows that maximum no. of respondents i.e. 73 consider Facilities as
Space (Sq. ft.) and 30 respondents consider Interiors as the parameters while selecting
residential properties.
Purchasing.
46
Above table shows that 33% of respondents get their information from Agents
respondents get information from Hoardings and 09% of respondents get their
information through Other Sources like Local News Channel,Radio,Internet etc. for
shivshakti builders.
47
The above table shows that maximum no. of respondents i.e. 67% were aware about
the various schemes offered by whereas 33% of respondents were not aware about
48
Above table shows that maximum no. of respondents i.e. 52% would prefer Sept to
Dec as the duration where as 35% respondents would prefer Jan to Apr while 13% of
respondents prefer May to Aug as the duration of the year where they would like to
49
Above table shows that maximum no. of respondents that is 48% would like to
purchase 2 BHK Flat, whereas 24% respondents prefer 3 BHK Flat, while 18%
house and 06% respondents prefer others which include Duplex, Terrace Flat,
respondents.
50
Above table shows that maximum no. of respondents i.e.57% would prefer Home
51
Chapter 7
Findings
52
7. FINDINGS
1) During the time of survey, it was found that 49% respondents are having the
resident on rental, 36% respondents are having own property & 15% respondents
are having other sources such as lease, relatives & friends etc.
property in Kondwa area, 23% of respondents in Hadapsar & 19%, 11%, 9%, 7%
people in Kalyani Nagar, Peth area, Pashan Nagar, Katraj area respectively, only
3) It was found that the price & location is major factor which consider by the
respondents are considering the price, 28% respondents are consider location &
4) It was found that the ‘quality’ & ‘facilities’ are most considerable parameters at
the time of selecting residential property. Brand Name & schemes are also
5) It was found that the source of information for consumers the real estate
consultant play very vital role. 33% respondents go through the consultants, 28%
53
respondents prefer relatives & friends, 17% go through newspapers & 22%
6) It was found 67% respondents were aware of various schemes offered by KBC &
33% respondents were not aware. Here the most of the respondent’s opinions
7) In the duration of September to December the most of the respondents were like
to purchase the residential property because most of the festival are in this
respondents preferred in January to April & 13% respondents preferred in May &
August.
8) It was found that demand of the 2 & 3 BHK flats were more as comparing to
other types. 48% respondents prefer 2 BHK flat, 24% respondents prefer 3 BHK
& 18% & 4% respondents choose the 1 BHK & Bungalow respectively. Here
6% respondents go through the other type such as Duplex flat, Gallery or Terries
& 1 HK flat.
6% respondents through lum sum amount & 4% respondents choose other mode
of payments.
54
10) It was found that the close competition of KBC were Vascon, Bramha Builders &
55
Chapter 8
Conclusion
56
9. CONCLUSION
The Kumar Builders stands first among three top companies in Pune city.
The Buyers consider Quality and price while purchasing the residential
property.
The customer may change the Brand if the Particular brand is not available
Adverting and other sales promotion tools have a great effect on sales of the
residential property.
57
Chapter 9
Recommendations
58
9. RECOMMENDATIONS
view to cut down the property prices and there by attracting the middle class.
appreciate those customer who have been with them and awarded them.
59
Annexure
60
ANNEXURE
Questionnaire
Personal Details
NAME:-
OCCUPATION :-
GENDER:-
FAMILY SIZE :-
CONTACT :
E-MAIL:-
ANNUAL INCOME:
Yes No
61
4. Which factor do you take in to consideration while purchasing residential
Location Price
Others ___________________________________________
Interiors Schemes
6. Which other construction company / industry are you aware of other than KBC?
(Open ended)
____________________________________________
____________________________________________
7. Plz. Indicate the source of information that you consider for property purchasing?
Hoarding Newspapers
Agent Relatives
Others
Yes No
62
If yes what is your opinion,
9. During which duration of the year normally would you like to purchase residential
properties?
Others
Installments Others
__________
Signature
63
Bibliography
64
BIBLIOGRAPHY
Books referred
Other sources:-
1) News Paper
2) Magazines
3) Internet websites
Webliography Referred :
a) www.google.com
b) www.marketingprofessors.com
c) www.indiatimes.com
d) www.blueberrybuilders.com
65