A

RESEARCH REPORT

ON

“MARKETING STRATEGIES OF

INVESTORS CLINIC INFRATECH PVT LTD IN DELHI

NCR ”

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENTS

FOR THE AWARD OF THE DEGREE OF

“MASTER OF BUSINESS ADMINISTRATION”

From

Uttar Pradesh Technical University, Lucknow

Under The Supervision of: Submitted By

Mrs. Esha Agarwal Mittal km. Payal

(Research Supervisor) MBA: IV (sem)

Roll No: 1560970054

JP School Of Business, Rajpura, Mawana Road,

Meerut
DECLARATION

1
 I hereby declare that the project entitled “(MARKETING STRATEGIES OF

INVESTORS CLINIC INFRATECH PVT LTD IN DELHI NCR )”

submitted for the M.B.A. Degree is my original work and the dissertation has not formed the
basis for the award of any degree, associate ship, fellowship or any other similar titles.

Place: Meerut km. Payal

Date : 05/05/2017 ROLL NO. 1560970054

2
 ACKNOWLEDGEMENT

Every task requires continued support, encouragement, assistance and able guidance. I
offer our sincere thanks and owe our reverence to The Almighty for his constant help in
overcoming the hurdles. The present study is going on only because of continued support of the
ones who are dealing in the business. Hence, I would like to pay our obligation to all of them.

This acknowledgement would be incomplete if I could not express our deep sense of respect to
my family. Although I have tried to express my gratitude to every person who contributed to my
report, there may still be someone hiding behind the veils of unknown, whom we may not have
been able to recognize. Hence i would like to thank all of them who have worked for me without
my knowledge.

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 Executive Summary

To understand the Marketing Strategies of investors clinic infratech pvt ltd in delhi ncr we will have to go
through the area where it is operating it’s business. It is operating it’s business in Noida which is big city
of UP.

Noida, short for the New Okhla Industrial Development Authority, is a systematically planned Indian city
under the management of the New Okhla Industrial Development Authority (also called NOIDA).

It is part of National Capital Region of India. Noida came into administrative existence on 17 April 1976
and celebrates 17 April as "Noida Day". It was set up as part of an urbanisation thrust during the
controversial Emergency period (1975–1977).

The city was created under the UP Industrial Area Development Act by the initiatives of Sanjay Gandhi.
The city has the highest per capital income in the whole National Capital Region. The Noida Authority is
among the richest civic bodies in the country.

As per provisional reports of Census India, the population of Noida in 2011 is 642,381 of which male
and female are 352,577 and 289,804 respectively. [5] Roads in Noida are lined by trees and it is considered
to be India's greenest city with about 50% green cover, the highest of any city in India.

Noida is located in Gautam Buddh Nagar district of Uttar Pradesh state. The district's administrative
headquarters are in the nearby town of Greater Noida. However, the district's highest government
official, the District Magistrate (DM), has its official camp office in Noida Sector-27. The city is a part of
the Noida Vidhan Sabha (state assembly) constituency and Gautam Buddha Nagar (Lok Sabha
constituency). Minister of State for Culture, Tourism of Civil Aviation Mahesh Sharma of the BJP is the
current MP of Noida.

Noida was ranked as the Best City in Uttar Pradesh and the Best City in Housing in all of India in awards
conducted by abp news in 2015 (Best City Awards 2015),Noida replaced Mumbai as the second-best
realty destination, according to an analyst report. Noida has emerged as a hot spot for IT and IT-enabled
services industry with many large companies setting up their businesses here. It is becoming the
preferred destination for companies offering IT, ITeS, BPO, BTO and KPO services in various domains such
as banking, financial services, insurance, pharma, auto, fast-moving consumer goods and manufacturing.
According to a study by Assocham the major advantages include an excellent power supply, a salubrious
climate eminently suited to information technology (IT) industries, a capability to increase the pool of
skilled manpower, the availability of engineering colleges and other educational institutions, the low cost
of setting up an IT unit as well as low recurring costs (including cost of living).

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 TABLE OF CONTENT

CONTENT PAGE NO.

1. Need of Study & Scope of study 6

2. Objectives 7
3. Company Profile 8-11
4. Introduction 12
5. Current Scenario 13-27
6. Competitors 28
7. Objective of the Study 29
8. Role of Marketing Department 30-33
9. Category of Products 34
10.Marketing of Products 35
11.Pricing 36
12.Advertising 37-38
13.Mode of sale 39-40
14.SWOT Analysis 41-42
15.Questionnaire 43-54
16.Finding 55-56
17.Suggestion 57
18.Conclusion 58
19.Bibliography 59-60
20.Declaration 61

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 NEED OF THE STUDY

I had conducted this research to find out what is the main reason that so many flats are built in

NCR but still they do not have prospective buyer’s what are the main things in the mind of the

buyer’s who are living in ncr in rented houses what are their preference what is the first thing

they look in the flats before they purchase it.

SCOPE OF THE STUDY

Marketing Strategies of investors clinic infratech pvt ltd in delhi ncr of the study has been kept limited
to the Noida city only.

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 OBJECTIVE

The main objectives of this research are that:

1) What is coming in market and what customer demands?

2) What is the aspiration of the first time buyer’s when they purchase their house.
3) To help the builders to know what the customers demands in the NCR.
4) To know which is the preferred area in the NCR.
5) To know how much they are ready to pay.

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 MISSION & VISION

MISSION:
TO PAINT YOUR DREAMS WITH SHADES OF REALITY MORE COLOURFUL AND
EXCITING

THE DAY ON……………

VISION

TO HAVE YOU YOUR NEIGHBOUR ANDEVERY ONE ELSE YOU KNOWAS A

DELIGHTED AND CHERISHED

CLIENT OF KUMAR BUILDER AND DEVELOPER

8
 Directors

Santosh Sahdev Vikash

Kumar Kumar Kumar

Business
Sales Marketing Financial Manager
Promoter
Manager Manager Advisor Admin
Manager

Team Office
Accountant Executives Attendant
Leader Assit.

Tele- Reception
Marketing Assistant
marketing Cum Front
Executives Admin
Executives Office desk

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The Projects already completed By the Kumar Builder & Developer

Some of the landmark projects at Bokaro:-

1. Vishwash Nagar

UPCOMING PROJECTS

Running Projects

 Vishwash Nagar phase II at chira chas Bokaro .

Upcoming Projects

 Kumar Builders and Developers township at chira chas Bokaro

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 INTRODUCTION
REAL ESTATE
The term ‘real estate’ is defined as land, including the air above it and the ground below it, and
any buildings or structures on it. It is also referred to as realty. It covers residential housing,
commercial offices, trading spaces such as theatres, hotels and restaurants, retail outlets, industrial
buildings such as factories and government buildings. Real estate involves the purchase, sale, and
development of land, residential and non-residential buildings. The main players in the real estate
market are the landlords, developers, builders, real estate agents, tenants, buyers etc. The
activities of the real estate sector encompass the housing and construction sectors also.

The real estate sector in India has assumed growing importance with the liberalization of the
economy. The consequent increase in business opportunities and migration of the labour force
has, in turn, increased the demand for commercial and housing space, especially rental housing.
Developments in the real estate sector are being influenced by the developments in the retail,
hospitality and entertainment (e.g., hotels, resorts, cinema theatres) industries, economic services
(e.g., hospitals, schools) and information technology (IT)-enabled services (like call centres) etc.
and vice versa.

The real estate sector is a major employment driver, being the second largest employer next only
to agriculture. This is because of the chain of backward and forward linkages that the sector has
with the other sectors of the economy, especially with the housing and construction sector. About
250 ancillary industries such as cement, steel, brick, timber, building materials etc. are dependent
on the real estate industry.

Investment Avenues Returns Volatility Liquidity Risk

Stock Market High Very High High High

Bond/Notes Moderate Moderate High Low

Bank Deposits Moderate Low High Low

Precious Metals High Moderate Moderate Low

Real Estate High Low Low Low

CURRENT SCENARIO

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It is difficult to estimate the exact contribution of the real estate sector to gross domestic product
(GDP) as it appears in a disaggregated and dispersed form in the National Accounts Statistics.
Residential housing and real estate services (activities of all types of dealers such as operators,
developers and agents connected with real estate) is covered under the category ‘real estate,
ownership of dwellings, business and legal services’. The gross value added in the ownership of
dwellings is equivalent to gross rental of the residential dwellings less cost of repairs and
maintenance. Gross rental is estimated as a product of average gross rental per dwelling and the
number of census dwellings and includes imputed rent of owner-occupied houses.

The rentals of the industrial/trading establishments are deductible expenses from the profits of
these establishments but appear as profits of the business or company renting out the premises.
Similarly, implicit rents on self-owned real

Estate is accrued as profits from business and is difficult to separate from non-real estate profits.
The addition to the stock of real assets with these businesses appears in the business accounts as
capital addition. In the national accounts it would appear under the head ‘gross fixed capital
formation – construction’. Value of construction output is the additions made to the stock of real
estate assets in

The public, private and household sectors. The contribution of ‘construction’ to GDP is the
estimate of value added derived from the corresponding estimates of this value of construction
output. Further, current data on the sectors such

As ownership of dwellings, real estate services,

REFORM ISSUES
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The Indian real estate market is still in its infancy, largely unorganized and dominated by a large
number of small players, with very few corporate or large players having national presence. The
Indian real estate market, as compared to the other more developed Asian and Western markets is
characterized by smaller size, lower availability of good quality space and higher prices. Supply
of

Urban land is largely controlled by state-owned development bodies like the Delhi Development
Authority (DDA) and Housing Boards leaving very limited developed space free, which is
controlled by a few major players in each city.

Restrictive legislations and lack of transparency in transactions are other main impediments to the
growth of this sector. Limited investment from

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 LEGISLATIVE ISSUES

Much of the over 100 laws governing various aspects of real estate dates back to the 19 th century.
Despite the plethora of laws, the situation appears to be far from satisfactory and major
amendments to existing laws are required to make them relevant to modern day requirements.
The Central laws governing real estate include:

This legislation specifies when a party can be said to have the capacity to contract. A contract
pertaining to realty can be entered into, among others, by an individual (who is not a minor or of
unsound mind), partners of a firm, a corporate body, a trust, a sole corporation, the manager of an
undivided family, and a foreigner. All the requirements of a valid contract, i.e. consideration,
intention to contract and validity under the law of the land must be satisfied.

Transfer of Property Act, 1882

This lays down the general principles of realty, like part-performance and has provisions for
dealing with property through sale, exchange, mortgage, lease, lien and gift. A person acquiring
immovable property or any share/interest in it is presumed to have notice of the title of any other
person who was in actual possession of such property.

Registration Act, 1908

The purpose of this Act is the conservation of evidence, assurances, title, publication of
documents and prevention of fraud. It details the formalities for registering an instrument.
Instruments which it is mandatory to register include:

(a) Instruments of gift of immovable property;

(b) other non-testamentary instruments which purport or operate to create, declare, assign, limit or
extinguish, whether in present or in future, any right, title or interest, whether vested or
contingent, to or in immovable property;

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(c) non-testamentary instruments which acknowledge the receipt or payment of

any consideration on account of instruments in (2) above.

(d) leases of immovable property from year to year, or for any term exceeding one year, or
reserving a yearly rent

Sales, mortgages (other than by way of deposit of title deeds) and exchanges of immovable
property are required to be registered by virtue of the Transfer of Property Act. Evidently,
therefore, all the above documents have to be in writing. Section 17 of the Act provides for
optional registration. An unregistered document will not affect the property comprised in it, nor
be received as evidence of any transaction affecting such property (except as evidence of a
contract in a suit for specific performance or as evidence of part-performance under the Transfer
of Property Act or as collateral), unless it has been registered. Thus the doctrine of part
performance dealt with under Section 53 A of the Transfer of Property Act and the provision of
Section 49 of the Registration Act (which provide that an unregistered document cannot be
admissible as evidence in a court of law except as secondary evidence under the Indian Evidence
Act) together protect the buyer in possession of an unregistered sale deed and cannot be
dispossessed. The net effect has been that a large number of property transactions have been
accomplished without proper registration. Further other instruments such as Agreement to Sell,
General Power of Attorney and will have been indiscriminately used to effect change of
ownership.

Urban Land (Ceiling and Regulation) Act

This legislation fixed a ceiling on the vacant urban land that a ‘person’ in urban agglomerations
can acquire and hold. A person is defined to include an individual, a family, a firm, a company, or
an association or body of individuals, whether incorporated or not. This ceiling limit ranges from
500-2,000 square meters (sq. m). Excess vacant land is either to be surrendered to the Competent

Authority appointed under the Act for a small compensation, or to be developed by its holder only
for specified purposes. The Act provides for appropriate documents to show that the provisions of
this Act are not attracted or should be produced to the Registering officer before registering
instruments compulsorily registrable under the Registration Act.

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 Land Acquisition Act, 1894

This Act authorises governments to acquire land for public purposes such as planned
development, provisions for town or rural planning, provision for residential purpose to the poor
or landless and for carrying out any education, housing or health scheme of the Government. In
its present form, the Act hinders speedy acquisition of land at reasonable prices, resulting in cost
overruns.

The Indian Evidence Act, 1872

Under the Act, whenever the status of anyperson as the owner of a piece of immovable property
of which he is shown to be in possession is questioned, the burden of proving that he is not the
owner lies on the person who asserts that he is not the owner.

State laws governing real estate

While each state has its own set of laws, which govern planned development, rules for
construction and floor-area-ratio (FAR) or floor space-Index (FSI) and formation of societies and
condominiums, two laws that exist in every state ,are the stamp duty and rent laws. Stamp Duty is
being covered in a later section.

Rent Control Act

Rent legislation in India has been in existence for a very long time. Rent control by the REAL
ESTATE 833 government initially came as a temporary measure to protect the exploitation of
tenants by landlords after the Second World War. However these rent control acts became almost
a permanent feature.

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Rent legislation provides payment of fair rent to landlords and protection of tenants against
eviction. Besides, it effectively allows the tenant to alienate rented property. Tenants occupying
properties since 1947 continue to pay rents fixed then, regardless of inflation and the realty boom.
Some of the adverse impacts of the Rent Control Act are:

• Negative effect on investment in housing for rental purposes.

• Withdrawal of existing housing stock from the rental market.

• Accelerated deterioration of the physical condition of the housing stock.

• Stagnation of municipal property tax revenue, as it is based on the rent.

• Resultant deterioration in the provision of civic services.

• Increase in litigation between landlords and tenants.

The Rent Control Act, in fact, is the single most important reason for the proliferation of slums in
India by creating a serious shortage of affordable housing for the low income families. Low and
middle-income families typically live in rented accommodation all over the world and the need
for such accommodation in our cities will only increase as the economy modernizes, labour
mobility increases and urbanization takes place. It is, therefore, necessary to increase the stock of
rental housing. Promotion of rental housing can have a

Significant impact on the economy in many ways:

• It reduces shortage of housing for a large section of the population who cannot afford
ownership.

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• Housing construction being a labor-intensive activity, investment in housing generates
employment for both skilled and unskilled labour.

• Housing has backward and forward linkages with many other industries.

• Rental housing helps in stabilizing real estate prices and checking speculation

and, thus, makes housing affordable for the weaker sections.

• It helps check proliferation of slums.

In the absence of rent control, dilapidated urban housing would be periodically pulled down and
replaced by modern apartment buildings and other complexes leading to more rational use of
prime locations and also creating a continuous process of urban renewal. This has not happened
in India because rent control combined with security of tenure provides no incentive for house
owners to undertake renovation work. This explains the run down appearance of many of our
buildings in prime locations, which gives Indian cities a much more shabby appearance than their
counterparts in other developing countries. Repeal of the Rent Control Act could unleash a
construction boom as has happened in many major cities all over the world. This is not only
necessary to meet the growing unmet demand for housing but it would also have a highly
favorable effect on employment generation.

TAXES AND STAMP DUTY RATES

Stamp Duty

There is a direct link between Registration Act and Stamp Act. Stamp duty needs to be paid on all
documents which are registered and the rate varies from state to state. With stamp duty rates of 13
per cent in Delhi, 14.5 per cent in Uttar Pradesh and 12.5 per cent in Haryana, India has perhaps
one of the highest levels of stamp duty. Some states even have double stamp incidence, first on
land and then on its development. In contrast the maximum rate levied in most developed markets
whether in Singapore or Europe is in the range of 1-2 per cent. Even the National Housing and
Habitat Policy, 1998, recommended a stamp duty rate of 2-3 per cent. Most of the methods to
avoid registration are basically to avoid payment of high stamp duty. Fallout of high stamp duty
rates is the understatement of the proceeds of a sale. This is also linked to payment of income tax
and capital gains tax. When registration has not been affected, a transfer is not deemed to have
taken place and hence capital gains tax can be totally avoided. Thus, the present provisions in

18
various laws and their poor implementation have led to a situation where there is considerable
financial loss to the exchequer on account of understatement of sale proceeds, no registration and
consequent non-payment of stamp duty and avoidance of capital gains tax.

Property Tax

Property tax is a levy charged by the municipal authorities for the upkeep of basic civic services
in the city. In India it is the owners of property who are liable for the payment of municipal taxes
whereas in countries like the United Kingdom, the occupier is liable. Generally, the property tax
is levied on the basis of reasonable rent at which the property might be let from year to year. The
reasonable rent can be actual rent if it is found to be fair and reasonable. In the case of un-let
proper-ties, the rental value is to be estimated on the basis of letting rates in the locality. In the
case of special class of properties like cinema theatres, it is estimated by adopting the
accountancy method, under which the rent is a certain percentage of the total average turnover
during the year, i.e. actual receipts of the sale of tickets (excluding entertainment duty). However,
some cities follow a different system for the levy of property tax. In Patna, local properties have
been categorized into three groups,

(i) Reinforced cement concrete (RCC) buildings;

(ii) Pucca building; and

(iii) Pucca buildings with A.C or C.I. sheet roof. The rental value per sqr.m. For every building
has been fixed according to their status, location, type of construction and user etc. This system
has been upheld by the Supreme Court and has been appreciated by international bodies. In Delhi,
property tax of un-let properties is based on rental value, which is arrived at on the basis of capital
investment in land and buildings. In the case of rented properties, the rent recovered is taken as
the base.

The rental value system has its own disadvantages. There is lot of discretion with the assessing
officer. There is no buoyancy of revenues because of the restrictions imposed by the Rent Control
Act. As a result, the rate able value of the properties increases only on account of alterations to or
extension of the existing properties or on account of construction of new properties. As a result of
the Rent Control Act, the income of the municipal corporations has become static. The municipal
corporations are, therefore, in favour of an alternative method of levying of property tax which
will de-link it from rent. The Municipal Corporation of Greater Mumbai commissioned the Tata

19
Institute of Social Sciences to undertake a study to recommend an alternate system for levy of
property tax. The study has recommended a capital value based system of taxation. The
advantages of this system are:

(i) It results in revenue buoyancy, i.e. tax revenue can keep pace with inflation and cost of living
since capital value can be revised after five years based on the

Market value of the residential properties given in the Government ready reckoner for stamp duty.

(ii) The system is transparent and simple.

(iii) It is objective and eliminates/reduces the element of discretion.

(iv) It provides equitable assessment among different property owners.

Urban Land Monopoly

Many cities have created development agencies (like the DDA in Delhi) and handed over control
of all urban land within the municipal jurisdiction to them in the belief that they would act in the
interests of the public. However, such agencies tend to behave like the monopolies that they are.
It is in the interests of the monopolist to restrict the development and sale of new land and keep
prices high, so as to maximize its own returns. Introduction of a competitive construction boom
requires abolishing the monopoly of such agencies over urban land by completely separating
control of land from its development.

There is a huge opportunity for leveraging the large portfolios of unutilized and underutilized real
estate assets of various government agencies. A conscious effort on the part of these agencies,
coupled with policy initiatives, can unlock the value of these non-performing assets. Revenues
generated from such initiatives can be utilized for the development of infrastructure.

Government staff housing: During British rule, official bungalows were built in exclusive civil
lines for government officials. This practice was perpetuated after Independence and a large
volume of government housing for functionaries ranging from ministers and legislators to Class
III and ClassIV employees, involving huge public expenditure was developed during the past 50
years. In other democracies such as the United States and United Kingdom, there is usually an

20
official residence for the elected chief executive and all other officials live in owned or rented
houses. Many economists have proposed that all government housing including those in the
Lutyens bungalows zone in Delhi

Should be handed over to the private sector and the resources generated be invested for
productive purposes.

Public-Private Partnerships: Private participation in housing is giving way to the new mantra of
public-private partnerships. Under this, the government acquires the land which is then developed
for residential/commercial use by the

Private developer. One example is the ‘Bengal Ambuja project’ in Kolkata, which is a joint
venture between the West Bengal Housing Board and the Gujarat Ambuja Cement Group. The
housing project caters to the housing needs of various income groups by building ‘low density
high rise’ buildings.

Another example worth emulating is the HUDA model of the Haryana Urban Development
Authority (HUDA) under which a number of integrated cities have been developed through
public-private partnership (Annexure-7.6.2).

Gurgaon has emerged as the most successful of these, with the country’s largest private sector
integrated township DLF City being established there. Development of integrated townships
would mean development of residential, commercial, corporate and institutional complexes,
besides provision of roads, power, water supply, waste management, storm water drainage as also
social

infrastructure – medical, community and education facilities. A certain percentage of houses –

around 10 per cent — in these townships can be reserved for the economically weaker sections
(EWS) and low-income groups (LIG) at affordable rates.

Land Reforms
The present ceiling of 15 - 25 acres per person on agricultural holdings comes in the way of large-
scale real estate development, especially with the recent foreign direct investment (FDI) norms
making it mandatory for having at least 100 acres

Of land for investment in integrated townships. Therefore one has to under the existing law find
methods of circumventing this by first converting agricultural land within the limit into urban
land and then again purchasing more land in order to meet the 100-acre limit for FDI. This would
only lead to delays in projects. With the urban land ceiling removed in most parts of the country,

21
the agricultural land holding ceiling with respect to land in the periphery of towns needs to be
looked into.

Conversion of Rural Land to Urban Use

Conversion of rural land at market prices should be completely de-controlled and left to the
market. At present, in Delhi, historical village land situated within the city limits cannot be
converted to develop urban colonies. The presence of ‘urbanised villages’ in the middle of the
capital city is an anachronism and a testament to bad policy. The curbs on the expansion of urban
limits into surrounding village areas should be removed.

Sources of Funds
Real estate mutual funds, pension funds and insurance companies are the major investors in the
housing sector in developed countries. In the United States, pension funds invest 5 per cent of
their reserves in real estate equity and mortgages, whereas in India developers’ ability to get
financial help from these sources is limited. Housing finance companies in India also need to be
given access to pension, provident and insurance funds. As the gestation period of real estate
projects is more than five years, on an average, it is necessary that developers have access to such
long term funding sources.

Real estate investment trusts

In India real estate assets are kept outside the financial market and not leveraged for investment
purposes. India must try to make real estate a full-fledged investment option. Real estate as an
asset class is vastly different from capital market assets. It is a natural hedge against inflation,
experiences low volatility and hence generates positive long-term returns. To begin, with an
exclusive stock exchange could be set up under Securities and Exchange Board of India (SEBI)
guidelines for trading real estate stocks. The Government should permit the setting up of a Real
Estate Investment Trust (REIT) which should be regulated by SEBI in order to open the
investment floodgate for the real estate sector. The REIT would operate like a mutual fund, where
investments of individual investors are consolidated to invest in real estate, rather than stocks of
companies. It would provide a higher level of liquidity as well as professional advice for price
discovery, as the investor would be investing through an asset management company. It also
provides assured returns in the form of dividends to its investors from rental income earned on
real estate assets. The essential difference between a REIT and a mutual fund is that investments
made in REIT are traded in real estate stocks and not invested in stock of companies. Further the

22
swings in this market are in the range of 5-10 per cent, which an average investor is in a better
position to absorb than the 60-

90 per cent swings on the stock market.

Mortgage market and securitization

Another source of finance for housing companies is development of the secondary mortgage
market which involves conversion of mortgages into tradable financial or debt instruments.
Securitisation is a process popular among

Housing finance companies in the West by which the home loan assets are bundled into securities
and sold to the investors. Such securities are called mortgage-backed securities and they help the
finance companies convert their loan assets into cash for further loan disbursals, thus maintaining
a flow of funds from the lenders. It also helps finance companies reduce their investment risk; the
risk of earning a lower rate of return on cash flows for prepayments of home loans. There are two
pre-requisites for secondary mortgage market:

(i) Mortgage loan insurance: The risk of default under mortgage loan is covered under an
insurance policy for a nominal premium, which protects the risk of non-payment to the lender. As
a result, the mortgage loans are risk-free and it is this reason that only 50 per cent risk weight is
assigned to housing loans under capital adequacy norms. In India, however, such risk weight is
100 per cent given the absence of such insurance cover which increases the risk of non-
payment/failure. The Reserve Bank of India (RBI) has recently reduced the risk

weight for housing loans to 75 per cent, taking into account the good recovery in

this sector.

(ii) Foreclosure: Housing loans are long-term loans, repayable over a period of 15 to 20 years.
Any default will be restricted to the period of actual default. Under prudential norms, the account
will become a non-performing asset after default of six monthly installments. Foreclosure laws
will enable the lender to call back the entire dues when default of six monthly installments takes
place, irrespective of the fact that the full amount is not due. The various agreements obtained by
the lender will have such clauses to recall the entire balance due in case of default.

23
At present, banks and housing finance companies find it difficult to sell their housing loan
portfolio to institutions if it does not have the remedy of foreclosing an account. The normal
procedure for recovery of bad debts under the civil code takes more than 10 years. Parliament
passed the National Housing Bank (Amendment) Act 2000 adding a new chapter, V-A, to the
National Housing Bank Act, 1987. This simplifies the foreclosure norms for housing loans and
permits summary proceedings for dues by appointing a Recovery Officer and setting up

Appellate Tribunals on the lines of the Debt Recovery Tribunals in the case of banks. Further, the
Government has also included scheduled banks in the definition of approved institutions, besides
housing finance companies. Under these provisions, officers of approved institutions with a legal
background shall be appointed as recovery officers of the Tribunal. If a borrower defaults in
repayment, the lending institution may resort to foreclosure of the account and

Apply to the recovery officers for sale of the property pledged, mortgaged or assigned to it as
security. The foreclosure law can speed up the recovery

Process considerably. However, the government has to notify the rules and appoint recovery
officers before the foreclosure norms can take effect.

FOREIGN DIRECT INVESTMENT

The real estate market is currently characterized by small players. None of the local developers
have a truly national presence and large companies are still not fully involved in real estate
development. None of the current players have the financial strength to invest in large-scale
development projects. The development of new towns and cities would require huge massive
investment and technical expertise that domestic players alone cannot provide. One way to
overcome this hurdle is to raise funds through the FDI route. However, right now, FDI in the real
estate sector is allowed only for the development of integrated townships. Allowing FDI in the
real estate sector will result in the following advantages:

(i) It will provide the much-needed investment for the funds-starved sector;

(ii) It will bring in professional players equipped with expertise in real estate development;

24
(iii) The introduction of new technology and quality real estate assets will have a demonstration
effect on the local developers;

(iv) It will lower real estate costs in the long run;

(v) It will generate employment and revenue; and

(vi) It will improve the quality of related infrastructure.

The real estate sector needs to be opened up to FDI as returns in the form of rentals (annual
investment yield) and capital appreciation are assured. Rentals in Indian cities are amongst the
highest across the world. The average yield from investments in commercial property has ranged
between 11-13 per cent per annum in India over the last few years. Across the world, real estate is
a preferred option for foreign investors. It is estimated that roughly, half the FDI flow into China
is for the housing sector only. But the stumbling block is the fear that foreign investors may
repatriate all the profits. These apprehensions are fuelled by the fact that the Southeast Asian
financial crisis was partly the result of short-term investments in the real estate sector in these
countries leading to flight of capital. To guard against this, a minimum lock-in period of three
years must be fixed on investments and care should be taken to ensure that no long-term
investment is funded by short-term capital.

Opening up the real estate sector will bring in substantial foreign investments into India which
would result in developing the real estate market and making it more efficient. This is also likely
to give a big fillip to the construction industry, which has tremendous spin-offs, especially in
terms of employment generation.

These issues are discussed more fully in Legal problems, small individual land holdings,
untraceable records and unavailability of organized finance are major entry barriers to FDI in real
estate. These need to be tackled before the sector is opened up.

25
 Approval Procedures
Another serious malaise affecting investment in the real estate sector and housing development is
the tardy process of planning approvals. A system of deemed approvals for all planning
permissions by registered architects operating on the basis of self-regulation much like chartered
accountants do, would enormously speed up the entire plan approval process. This will ensure
that far larger quantum of housing stock is supplied every year, at more reasonable prices than is
the case presently.

CONSUMER PROTECTION

Real estate came under the purview of the Consumer Protection Act (1986) in 1993 after an
amendment to the definition of ‘service’ in Section 2(1) 0 of the Act to include the term ‘housing
construction’. However, there are still several lacunae relating to consumer protection. Under the
provisions of this Act, housing is considered a ‘service’ not ‘goods’. If housing is treated as
‘goods’ then replacement or liquidated damages can be claimed if it is defective, unlike in the
case of breach of service provision, which requires only payment of a penalty. Further, pricing is
covered under the Act under the ‘unfair trade practice’ as applicable to goods. By defining
housing as a `service’, unfair practices related to pricing of housing are not covered. However,
merely defining housing as ‘goods’ will not solve all problems. The responsibility of making the
right choice under the Act rests with the consumer and the seller is protected from giving a
warranty of the goods. Thus, even if housing were to be included as a good, the very definition of
‘good’ adopted in the Act may need to be reviewed to give adequate protection to a purchaser of
housing.

PATH AHEAD

There are three critical issues in real estate development - archaic rules and regulations, lack of
affordable finance on a mass scale and inadequate land availability.

26
Competitors of Kumar Builder &Developer
1. K.K singh colony.

2. Kunj Vihar.

3. Kailash Construction.

4. Aasiyana.

5. Vastu vihar.

6. Nikaya City.

7. Green city.

27
 OBJECTIVE OF THE STUDY

Every project work has certain objective behind it, without any proper objective one cannot plan
its well. One heads to have properly well behind objective. If the objective of the study is not
proper then the whole research is of no use.

In KUMAR BUILDER AND DEVELOPER there is one section of the marketing department.
Since I have chosen “ MARKETING STRATEGY OF KUMAR BUILDER AND
DEVELOPER.” my main objectives were:-

1) To know what are products and what is the process to sell them.
2) Study of sale of land and finished homes of KUMAR BUILDER AND DEVELOPER
3) To know the pricing policy of KUMAR BUILDER AND DEVELOPER.

4) To study whether the company is able to retain it’s existing customers or not.

5) To know the role of marketing department while selling the product.

6) To know the other terms and conditions of marketing of land and build up homes.

7) To know the likes and dislikes of the customers.

8) To know the marketing of local area.

9) To know the mindset of customers regarding their home.

28
ROLE OF MARKETING DEPARTMENT MARKETING
DEPARTMENT OF KUMAR BUILDER AND DEVELOPER
Marketing Department of Kumar Builder & Developer is one of the departments which is
handled by our M.D. Mr.Santosh kumar.It is entrusted with the responsibilities to sell all
the developed land and finished homes of the company. The marketing departments sales
procedures are covered by the guidelines given by the three directors.They all set targets
for the marketing department.The objective of the guidelines is to sell the product in a fair
and simple manner.To fulfill all the desires of the customers and meet the demands
accordingly.

To sell the homes in such a simple way so that the maximum possible revenue should be
generated.

a)Marketing of prime product (finished homes) of the company is done by the marketing
department.

b)Marketing of secondary product like developed land is also done by the marketing
department.

Marketing of these products are done totally by the marketing department of the
company.Marketing department is entrusted with the responsibility of marketing of all the
products.

A brief structure of the Marketing Department of Kumar Builder & Developer is given in
the next page.

29
 Marketing Department

Santosh Kumar

Sales Manager Marketing

Manager

Team Leader

Marketing Tele-marketing
Executives Executives

30
 FUNCTIONS OF MARKETING DEPARTMENT
a)To monitor all the orders issued by the three Directors jointly, so that these orders can be
fulfilled.

b)To put pressure on the Marketing department to sell all the products.

c)To penetrate in the new market so that new customers can be generated.

d)To meet the clients who directly come to the company.

PRIORITIES OF KUMAR BUILDER & DEVELOPER

MARKETING

Real Estate being an essential commodity it is very necessary to maintain customer relationship
for profitability and smooth running of company.

1 KUMAR BUILDER & DEVELOPER adopts following practices for customer satisfaction.

a. Procedure / process adapted to access current / future expectation of customers.

b. It induces market research visiting customer premises attending to customer complaints.

c. It has Marketing Group where specialists monitor changing demand pattern and development
in each Market segment is carried on.

d. It has posted market development officers at various locations that are its eyes and ears for
monitoring current and future expectation of its customer.

e. The Business-planning department is exclusively meant to study customer's changing demand

scenario and assess current and future expectation.

f. To understand customer needs seminars and workshops are also organized by KUMAR
BUILDER & DEVELOPER.

31
SECTIONS OF MARKETING DEPARTMENT OF KUMAR
BUILDER & DEVELOPER
M.D. OF THE COMPANY : He looks after all the marketing functions of the company.All the
three Directors of the company sets the goal for the marketing department. All the functions of the
marketing department runs on these goals.All the future planning of the Marketing department is
done on the guidelines of the M.D.

MARKETING MANAGER: Marketing Manager is responsible for bringing all the customers by
following the guidelines of the company.He has to set up a target and then he has to work on
this.He has to lead his team to bring and convince the customers so that the customers can easily
understand what the company is offering which the other companies are not offering.He has to set
his marketing strategy with his team in such a way that all the related customers should be
convinced in a simple and easy understanding module.

TEAM LEADER: He has to follow the instructions of marketing manager.He visits all the
customers which are provided by the tele callers.His team contacts with the individual customers
and brings business for the company.

MARKETING EXECUTIVES: They are responsible for bringing total business for the company.
They always look for the customers in the field.They are provided the lead by the tele marketing
executives.They contacts the customer by visiting them and convicing them about the companies
product.Sometimes they bring the customer on the spot and then satify the customer by showing
the homes on the spot to them.They explain each and every thing of the company like the
payment schedule ,mode of payment, phase of payment etc.

TELE MARKETING EXECUTIVES: They contacts the customer by telephone and they give a
rough idea of the product of the company.On their information when the customer demands they
sends marketing executives.

SALES MANAGER: All the sales related work is done by the sales manager .He is responsible
for bringing hot customers for the company.Marketing executives gives him the convinced
customers list and then finally he explains each and every thing about the companies rules and
sells the product to them.

32
CATEGORY OF PRODUCTS

In KUMAR BUILDER & DEVELOPER , the finished products are categorized into two parts:

1. Prime Products: - These are the products which are produced as per the specification, for
example- HIG , MIG , LIG.

2. Secondary Products: - Some of the customers demand developed land on their demand the
company offers limited land for sell.

PRIME PRODUCT OF KUMAR BUILDER & DEVELOPER:-

H.I.G:- It comprises of two bed rooms one guest room and one dining hall with two bathrooms
and one kitchen.

M.I.G:-It comprises of two bedroom one guest with two bathroom and one kitchen.

L.I.G:-It comprise of one bedroom one guest room with one bathroom and kitchen.

Developed land:-Company offers developed land with facilities like road, electricity, drainage,
boundrywall etc.

33
MARKETING OF PRIME PRODUCT AND SECONDARY
PRODUCT

In the year 1999 when the BSL plant introduced VRS to its employees so many employees retired
from the company. They had to vacant the companies’ quarter. So they employees were
desperately searching for house which was their own. In this time many small real estate
companies saw and opportunity in this and they tried to grab this. Earlier Kumar Builder &
Developer was only selling developed land to the customers. Some of customers were demanding
finished home and the company provided them the same. It was a good margine business and
company started building finished homes for all kind of customers.

In the recent years so many employees of BSL plant got retired and the demand for finished has
increased a lot .Nobody has the time to purchase land and then make home . When they see
finished homes by the builders they easily buy it.

The company for marketing adopted following strategy:

1. Committed delivery.

2. Competitive price

3. Quick complaint settlement.

4. Culture of customer service. It may be mentioned here that the companies' profit consists of
10% turnover of secondary products for the Last five years.

34
 Pricing policy and Sales Procedure:

Pricing:

Fixing the price of a product is the most vital function in the whole process of the marketing and
it should be done after proper market study and requires decision making ability. If price is too
low the company will lose revenue and if the price is too high it will lose customers resulting in
loss of revenue and valuable customers. Finished Flats are the main product which is to be
marketed by the marketing department of Kumar Builder & Developer. Almost all the products
are sold on the fixed price basis. This is due to the fact that the company does not enjoy
monopoly in the said market and the price is totally market driven.

Standing Pricing Committee:

The committee revues the price of various products and takes decision in favor of maximizing the
profit. It holds meeting at least once a month. But the volatility of the market and a pool of
different products lead to a number of meeting of the committee in quick succession.

The committee consists of:

 All the three Directors

 Marketing Manager , Convener
 Sales Manager , Convener

35
 ADVERTISING POLICY

Companies in the present scenario of globalization and liberalization needs to do more than
making good product or competitively pricing its product they need to inform consumers about
product benefits and carefully position products in consumer’s mind.

Advertising is the best form of non-personal communication. It is a good way to inform and
persuade. Advertising serves the dual purpose of informing the product benefit and positioning
the product in consumer’s mind.

In KUMAR BUILDER & DEVELOPER , products are used mainly for customer use. Its product
is the essential need for most of its consumers. The customer base of Kumar Builder & Developer
is knowledgeable and knows about the products and its benefit. So no special effort is needed to
inform them about the product.

Information is provided to various personal through advertising who are directly or indirectly
related with the company. These are……………..

1. Customers.

2. Users.

3. General public or neutral public.

All advertising of Kumar Builder & Developer , mainly contains factual data related to the
product. Sometimes it also contains information related to sale of a particular kind of product.

Main media used for advertising there products are newspapers and business magazines.
Newspapers and business magazines are selected based on the following criterions.

1. Kind of product to be advertised and its uses.

2. Area where the product is in demand.

3. Circulation of a particular newspaper and business magazines in that area.

36
 4. Cost of advertising.

ADVERTISING AGENCIES USED :

Mainly six advertising agencies are used in Kumar Builder & Developer.

1. Ranchi data system, Ranchi.

2. Ridge advertising, Ranchi.

NEWSPAPERS AND MAGAZINES USED:

1. The Hindustan Times.

2. The Times of India.

3. The Telegraph

4. Dainik jagaran (Hindi).

5. Hindustan (Hindi).

6. Ranchi Express (Hindi).

7. Prabhat Khabar.

8. Aaj (Ranchi).

9. Local News paper also.

A part from business magazines and newspapers the products of Kumar Builder & Developer is
also advertise through pamphlet put various areas of Bokaro.

37
MODE OF SALE

 Fixed Price Sale.

a. Installment system.

b. Down payment system.

1. Application Fee As applicable Other application

charges

2. On or before 3 months of the 20% of BSP (Less

Application Application Fee)
3. On commencement of excavation 10% of BSP
4. On laying of basement slab 10% of BSP
5. On completion of bricks work up to 10% of BSP
roof
6. On Laying 1st floor Roof Slab 20% of BSP + Car parking charges
7. On completion of floor and iternal 10% of BSP
plaster work
8. On completion of all the electricity 5% of BSP + FCC/ECC/Dev.
work Charges
9. On completion of all the window and 5% of BSP
doors
10. On offer of Possession 10% of BSP

TOTAL 100%

38
 PRICES OF FLATS

(Value: Rs in lakh)

PRICE OF FLATS 2009-2010.

S.No PRODUCTS. AREA. PRICE/ VALUE.

SQ.FT

1 H.I.G 1350 SQ.FT 1350 1690000

2 M.I.G 950 SQ. FT 1350 1282500

3 H.I.G 600 SQ. FT 1350 810000

INTERPRETATION

This table shows that the different kind of flats, there unit price & value in the financial year
2009-2010

39
 SWOT ANALYSIS

Following are the SWOT Analysis of Kumar Builder & Developer :

STRENGTH:

 It has one head office at the centre of the city where any one can take any information
regarding the product.
 Customer perception of Kumar Builder & Developer is fair and reliable. It’s product
has International standard.
 It has a customer friendly approach and improved customer orientation.
 It is in the market from long time having long term relation from the customers.
 It never compromises regarding ‘QUALITY’ so it has superior quality.

WEAKNESS:

 Due to its small organizational structure, on the other hand it involves numerous
policies and officials, it becomes difficult to take decision quickly and as result final
decision making becomes very slow.

 Product marketing depends on the demand i.e. the demand for primary product is less
the production will have to be slowed down .

 Quality of the product which is slightly inferior as compared to competitors who are
having latest technology.

 Sometimes products are not supplied as per requirement of customer.

40
OPPORTUNITIES

 Since it has a wide network , it can easily attract customers toward it’s product
without any difficulty.
 It has a very strong base it can diversify it self into the production of different goods
as per market requirements.
 There is growing demand for flats in domestic market.

THREATS

 Increased competition in the market with other domestic producers.

 Obsolescence of existing technology.

 High cost of input materials.

 Tight money market situation.

41
 QUESTIONNAIRE

Q1) In What occupation you are?

Out of 150 people to whom I had conducted interview out of these 65% of people were in services 25%
are businessmen and 10% of them are falls in other categories for e.g. students, housewives
professionals etc. These data can be shown in following graph and table.

Option NO. of people

Businessmen 38

Services 97

Other 15

Total 150

42
Q2) Have you seen any flat/house you really liked? If yes why did not you purchase it?

Now out of 150 people most of them have already seen flat but they did not purchase it. The most
common reason for that the area is not properly developed high price and improper connectivity are the
other reason for not purchasing the flats/house. This can be more clear from the following table and
data.

Option No of people

Out of budget 30

Not properly connected 82

Not properly developed 23

Other 15

Total 150

Q3) Do you like to purchase your own house/flat in Bokaro?

43
Out of the 150 people who took part in our survey 95% of people are interested in purchasing their own
flats within in next one year but 5% people said they would purchase their flats but not within one year
it would take time to purchase their own flats. Their responses are shown in following table and data.

Options No of people

Yes 143

No 78

Total 150

Q4) Which area are you interested in Bokaro?

44
If we talk about the area where most of the people wants to live in Bokaro then Co-operative is the first
preference of the buyer’s then Bari Co-operative and Chira Chas are the other areas where people are
interested in purchasing their house and except these other area where people are interested in
purchasing their flats are Lohanchal , Rajender Nagar. This can be clear with following table and pie
diagram as shown below.

Options No. of people

Co-operative 60

Bari co-operative 37

Chira chas 37

Other 16

Total 150

Q5) Do you want your flat/house in?

As related to new buyer’s choice whether they want house in group housing society or builders flats so
most of the people in this case have same opinion that it does not matter whether flats in group housing
45
society or its builder’s flats but the condition is that it should be properly reasonable and well furnished.
This analysis can be clearer with the following data and graph which is given below.

Options No of people

Group housing 52
society

Builders Flats 30

No matter 68

Total 150

6. What is your budget?

46
As far budget is concerned most people have their limit to 20-30 Lakhs. Out of 150 people nearly 49%
said their budget is between 20-30 lakhs nearly 25% people budget lies between 10-20 lakhs 16%
peoples said they would have budget between 30-40lakhs and 10% people said they would have budget
more than 40lakhs this would be more clear from the following table and graph.

Option No of people

10-20lakhs 38

20-30lakhs 73

30-40lakhs 24

More than40 15

Total 150

Q7) How many bedrooms do you want?

Most of the people who are living on rented house in Bokaro are married or going to be married within
next 6 months so as I asked them how many bedrooms they need they said at least 2+1. Then most of
the buyers have large family so they need either 3+1 or 4+1 bedrooms. This analysis should be clearer
with the given data and graph which is given below.

47
Option No of people

1+1 3

2+1 105

3+1 33

4+1 9

Total 150

Q8) How many bathrooms do you want?

As far no. of bathrooms is concerns more than 75% of people wants more than 1 bathroom in 2+1 flat 3
bathrooms in 3+1 flats this can be more understandable with the following data and group.

Options No of people

1 3

48
2 120

3 15

4 12

Total 150

Q9) How would you like to make payment?

As most of the first time buyer’s in services so they preferred bank loan facilities for purchasing their
own house. Out of 150 people whom I had conducted interview nearly 75% of people preferred bank
loan and 25% preferred to make their own arrangement. This should be clearer from the following data
and graph.

Option No of people

Bank Loan 112

49
Full cash 38

Total 150

Q10) How far do you want the following?

In next I concerned about the facilities people want near to their house such as hospital school/college.
Railway station market and park. So that in that I had analysied that people want all these within 5 K.M.
This would be more clear from the following data and table.

Option 1-2 K.m 2-3K 4-5km

Hospital 80 30 40

50
School/ college 100 30 20

Railway Station 120 20 10

Market 80 40 30

Park 120 20 10

Q11) If all such facilities are available are you ready to make decision?

As far decision is concerned about purchasing the flat if all these facilities are available according to their
requirements then 100% people said they would purchase the flat. This would be clear from the data
and graph given below.

51
Option No of people involved

Yes 150

No 0

Total 150

Q12) Any other amenities would you like to have?

As far other facilities is concerned most people would like to have Power backup facilities followed by
covered parking, gym sports complex, swimming pool security are the other concerns of the people who
is going to purchase flats in Bokaro within next one year.

This should be more specified with the help of following data and graph below.

Option No of people

52
Power back up 53

Security 30

Parking 45

Other 22

Total 150

FINDINGS

FINDINGS

During the time of study in the Marketing Department of Kumar Builder & Developer, these
are the findings of my study.

 Secondary product developed land and they generate maximum revenue.

53
 Sale of flats shows lots of ups & down in different quarters in the year & maximum sale
in last quarter.

 Sell of flats shows lots of ups and downs because the Bokaro Steel Plant is also selling
it’s vacant flats to the employees.

 Booking of flats instead shows continuous growth.

 L.I.G produce maximum revenue because its selling is so high.

54
 OTHER FINDINGS

RELATED TO MARKETING DEPARTMENT

During the time of study which was conducted in marketing department of Kumar Builder &
Developer , certain problems were observed; these problems are the findings of my study.

1. Policies and strategies to create awareness among the customers about the product are
not effective.

2. All marketing procedure of prime products are decided by Director’s and carried out by
the Marketing Department.

3. As the organization is concerned with a large number of productions activities and the
departmental work are done mostly manually from placement of orders to
documentation, which ultimately frustrates the employees.

4. The organization is more concerned with M.I.G orders by ignoring the L.I.G orders.

5. The customers are sometimes made to wait for days to get their papers cleared by the
department.

6. Most of the existing yards suffers from improper stocking space and siding facility
often they are not well developed due to this the material stored there are rusted and
other defects are caused and later they are disposed off by offering some concession or
at low rate which result in loss.

7. Due to improper packing, the materials reach the stockyard often in damaged condition,
which is attracting criticism from the customers and these damaged materials are sold
with loss.

55
 SUGGESTIONS
1. The pricing as we well as the distribution policies should be framed by keeping in mind
the requirements of the customers . This will encourage the new customers to approach
the comany for the product.

2. Ensure delivery of the flats on time for which the payment is accepted so that customers
are not got frustrated.

3. Alternatively if customer demand is something different which can’t be met by Kumar

authorities should not accept the payment so that the buyer can approach some other
source for procuring the flat and should not unnecessarily wait for the flat , which is not
available.

4. Marketing executives should also be invited in the pricing policy dicision’s.Because they
know the customers demand very well.

5. Price of the product for which payment has been received as advance should not be
changed.

6. Price list and brochoure of the flats shoud be distributed in the open public so that the
public will come to the company in large numbers.

7. The infrastructure facilities at the booking office should be maintained properly and
needs improvements so that the pace of the booking be increased.

8. Induction of computers in marketing department.

9. Creating product awareness through print media, hoarding, industrial magazines.

CONCLUSION
56
After analyzing the responses of the target groups I have arrived at the following conclusion:

 The people who are going to purchase flats in Chira Chas , BOKARO primarily focus on
two things firstly security and second power back up facilities, these are the two main
problems which stop people to purchase their flats in this region.

 After this two main commendation parking is next important thing.

 Builders are planning more 3 bedroom flats while demand is for 2 bedrooms.

 Builders are building away from communication facilities to reduce cost but buyers want
house near station and bus stands.

 More people want houses in price range of between 10-15 lakhs but flats are available at
Rs 20-25 lakhs.

 First time buyer’s does not have faith on builders because there are so many rumors in the
market about the builder’s delays and selling without license.

 Lastly the comparison made by the buyer’s with flats available in BOKARO and other
JHARKHAND region. The flats rates in RANCHI are quite low as comparison to the
flats available in BOKARO.

57
 BIBLIOGRAPHY

JOURNALS

 Prabhakar sinha , 30 June (2009), Hindustan

 Ramesh kumar, Jan 24 (2010), Dainik jagran

WEB LINKS

 WWW.google.com

 (2007), what first time home buyer’s must know, rediff article.

MAGAZINES

 Rahul Verma, (2007), All that you want, Times Property.

 Sayed Amir Ali Hasan, (2007), Rent rewards, HT Estates.

 Kapil, March 25 (2007), The real Estates Bubble, Business today.

RESEARCH

 MADA Research.

58
  Jackie Smith, Bob Pannell, Alan Holman’s, (2005) Understanding First time buyer’s,
CML Research.

BOOKS

 Naresh Malhotra, Marketing Research, Pearson Education.

59
Declaration by Student:
I certify that I have properly verified all the items in this checklist and ensure that the report is in
proper format as specified in the course handout.

Signature of the Student ________________________________

Date: _________________________

Name: ___________________________

Roll No.: ___________________________

60