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On
Submitted by
Shams Tabrej Khan
IIIrd Semester
Roll No. 1170672118
Under Guidance of
Mr. Himanshu Pandey
(Assistant Professor)
School of management
BBDU, Lucknow
Session 2018-2019
School of Management
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ACKNOWLEDGEMENT
I feel deeply indebted towards Manager, Revival Infratech India Private Limited who
has guided me in this project. It would have not have been possible to make such an
extensive report without the help, guidance and input from them.
I would firstly like to express my gratitude toward Dean Prof. Dr. Sushil Pande of
school of management and faculty guide Mr. Himanshu Pandey (Assistant Professor)
for having shown much of flexibility and guiding in such a way that I really learning the
subject all the time . He helped me in deciding the project topic. He showed a lot of
openness in h is approach and I would like to thank him for his support in a way that
Last but not least I am great full to all my family members & my friends for being my
side always. Without their help and motivation it wouldn’t have been possible to
complete my project.
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PREFACE
opportunity to work in a truly professional environment where team work score over
executed and evaluated training helps a lot in inoculating good work culture. The project
Limited, Lucknow” has been made to facilitate effective understanding about the
marketing aspects.
I have tried to summarize all our experience and knowledge acquired up till now, in this
report. This project is a keen effort to obtain the expected results and fulfill all the
information required.
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EXECUTIVE SUMMARY
Revival Infratech India Private Limited was established as a result of a dream, shared
by its visionary founders. A dream that was to, radically improve the lifestyle standards
Understand consumer behavior and knowing consumer may say one thing but do
another they may not be in touch with their deeper motivations. They may respond to
influence that change their minds at last minutes studying consumer provides clues for
new product features prices, channels, messages and other marketing mix elements.
• To study and understand the buying behaviour of consumer for Revival Infratech
• To have an idea about parameters consumer consider while buying the products
In this project sampling unit consisted of the Customers of Revival Infratech India
For the purpose of research Simple random sampling technique was used.
Based on the report and analysis the following key points can be concluded:
Builders are emerging their projects in order to expand their market and giving
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Much of the organized activities need to be implemented in this industry as they
are not a prime choice of customers. Various reasons for this are – High Rates,
Apartments and Societies and they are on their prime choice for housing. This is
due to advantages offered like – Low Cost, Power & Water Back-Up, Easy loan
schemes etc.
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TABLE OF CONTENT
S. No Particulars From To
1. Certificate
2. Acknowledgement i i
3. Preface ii ii
8. Research methodology 76 79
12. Conclusion 98 99
15. Annexure
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INTRODUCTION
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INTRODUCTION TO THE TOPIC
The importance of consumer sales promotion in the marketing mix of the
soft drink category throughout the world has increased. Companies spend
Some past researches have suggested that promotion itself has an effect on
includes…
Price
Product
Promotion
These are the four basic pillar of marketing mix. Most of the marketing
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Advertising
Direct Marketing
Public Relations
Sales Promotion
sales in the short term. However, in the last few decades this
point of view. For this reason, it is necessary to realize new studies in this
Sales promotions have grown in both importance and frequency over the
past few decades. Although an accurate estimate for total sales promotions
expenditures does not exist, we can be sure that the trend is up.
reminds prospective customers about a company and its products. Even the
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Therefore, a producer has to inform channel members as well as ultimate
consumers about the attributes and availability of his products. The second
From these elements Sales Promotion is the element which is in the focus of
Long-term impact
would not continue. But some of said they would. Thus, it could be
encourage trial and brand switching but not long term loyalty.
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Preference of Schemes:
Price off was the most preferred type of scheme. Maximum customers’
Perceived Quality:
promoted brands remained the same during promotion, while some of them
felt that it was inferior to before. It can be inferred that promotions were not
customer strongly preferred to buy their regular brand and said that sales
It was found that retailer perceived price offs as a better form of sales
impact compared to any other form of sales promotion activity like Bonus
packs, Premium, Contests etc. Retailers preferred price offs the most, then
Retailers viewed that the person who came to the shop (who may be a maid,
son, daughter, daughter-in-law and child) was the decider of a toilet soap
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brand and not the Income provider (e.g. head of the family). It could be
the point of purchase could result into the purchase of a promoted brand.
inferred that visibility and awareness about the scheme were the critical
there were any) sales promotion schemes running on any toilet soap at the
time of purchase.
Dealer-Retailer Dynamics
unwanted stocks onto the smaller retailers. In fact these retailers preferred
to stock variety of brands and wanted payment for shelf and window
display to increase traffic into their store. However, supermarkets and big
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retailers were pampered and given special services and given better margins
Margins
It was found that in sales promotion schemes margins varied from 6 to15%
quantity ordered by him etc. Mostly margins were linked to size of the
Nature of POP
Retailers indicated that most of the POP (Point of Purchase) materials were
meant for brand advertisement and not for giving information regarding the
adequate.
smaller retailers had to wait for replenishment of stocks till the next
scheduled weekly visit by the dealer salesman but big retailers were
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Companies at times were rewarding retailers by giving free gifts like
thermos flasks or clocks if they sold more than certain quantity in a given
TV, it created pull and they were more than willing to stock such brands.
Hence there was very little awareness leading to unsold stock till 6 months.
Handling Problems
Remembering each offer and handling was a problem especially for a small
First, consumer can increase the quantity they buy just because the product
is on sale.
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Second, consumers are inducing to purchase another brand different from
the one they would have purchased when there is no promotional incentive.
by the promotion. However, in the long term this positive effect may be
patterns.
Sales promotion is very important as it not only helps to boost sales but it
also helps a business to draw new customers while at the same time
retaining older ones. There are a variety of sales promotional strategies that
important.
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A sales promotion strategy is an activity that is designed to help boost the
and emails.
Other external factors that can influence products availability and pricing
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There are three types of sales promotion strategies:
A push strategy
A pull strategy
A Push Strategy:
various kinds of promotions and personal selling efforts. What happens here
advertising items. PepsiCo use such type of strategy for maximum time
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A Pull Strategy:
company itself. This strategy targets its marketing efforts directly on the
consumers with the hope that it will stimulate interest and demand for the
product. This pull strategy is often used when distributors are reluctant to
the promotional period i.e. the week or the month when the promotion was
being run. The majority of the empirical studies have focused on the impact
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of promotions in the short term. The key findings across the studies are
discussed below.
reported high sales effects and high price elasticity of brands which are on
temporary price cuts increase the value of the product to the consumer and
during a promotion.
The sales ‘bump’ during the promotional period into sales due to brand
switching have shown that brand switching effects within a category are
that large share brands have higher brand equity and attract switchers more
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Sales Promotion leads to purchase acceleration/stockpiling effects:
normal, then they are not in the market to buy products once the promotion
mostly made up for the large quantity purchased by waiting longer until
purchases more than light users. There was negligible difference in the
fixed during and after a promotion, but from this project I came to know
quantities does not significantly extend the time till the next purchase in the
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consumption rates within the category e.g. in categories such as bacon,
salted snacks, soft drinks and yogurt exhibited primary demand expansions
categories:
From this project it is found that promotion not only increases sales
stated that retail price promotions work as a form of implicit price bundling
whereby the consumer surplus is transferred from the promoted item to non
promoted items. Also found that retail price promotions create significant
Strategies are builds to reap the benefits for longer period of time; same is
and study the impact over a longer time period e.g. 4-6 months or even a
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The result showed that consumer promotions for leading brands of
repeat buying loyalty. The extra sales of a brand while promoted came
virtually all from the brand’s existing long-term customer base for which
It is found that although the short term effects of promotions are strong;
these promotions rarely exhibit long term effects. It is observed that each
stockpiling decisions in the long run. They found that the combined short
Thus increased sales were more a result of sales borrowed from the future
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COMPANY
PROFILE
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COMPANY PROFILE
Basic Information
Statutory Profile
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About Revival Infratech
Assistance Homes is a scheme launched by Revival Infratech India Private Limited. The
beneficiaries of low income group will be benefited. Keeping in view the needs of the
low income group, Revival Infratech India Pvt Ltd has taken important steps to give
Uttar Pradesh's capital Lucknow the benefit of the Indian Government's ambitious plan
Under this Revival Infratech India Pvt. Ltd. is making its land the dream of its roof at
very low prices. Such a dream which is our only goal. A policy in company policies that
every citizen of India should appreciate. Everyone wants their own roof to be so. Today,
it is not in the fate of everyone to get their roof in the time of dearness. In order to fulfill
this, our company is full of all the duties and understanding of its responsibilities, such a
Our Aim
Revival is the only goal of Infratech India Pvt Ltd to start Homes. That the family of
their own land could not fulfill the dream of their roof yet for any economic reasons, the
family could easily fulfill their dream of Maken. All of us know that every family
desires a happy future for their loved ones. Happy future ie good medical facility, clean
atmosphere, 24 hour power supply, strong education system etc. Who does not want. All
these requirements meet you in Uttar Pradesh's capital Lucknow. Because of this the
people of Uttar Pradesh are searching for their accommodation in other places of India
today in Lucknow. Because today Lucknow city is the fastest growing city of Uttar
Pradesh. Today, here you have every facility with five-star hotel, metro rail,
international hospital and school, which at one time was available only in select cities of
India.
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For this reason, the price of land and Makan in Lucknow city is skyrocketing today.
Because of this, a large number of people are forced to stay on rent because they can not
Revival Infratech India Pvt Ltd has set a target to end this gap. Under which he is
A third of the population of Metro City Lucknow could still see the dream of getting
their mark due to the lack of it, but the goal of fulfilling this is to make 2 lakh people
home by at least 2022, the IC work style has been prepared which is complete To be
done.
Our Goal
Government of India, Hon'ble Prime Minister, Narendra Modi, has said that he has been
willing to give his own house to every Indian by 2022. Under this, many sadi schemes
Revival Infratech India Pvt. Ltd. has also set up Homes to support this social obligation.
Because the interpretation of a developed country comes from basic facilities. In today's
era, Maken's own self provides economic strength besides basic amenities.
In today's fast-paced economic era every person is running for his family. Whatever
needs to be said to fulfill her needs for the upliftment of her family, she comes to town
in search of good employment. Due to economic weakness, he can not afford to buy
expensive housing and leads to rental house. He gives a good portion of his hard earned
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One can do this hard work only till his body is strong. There is an opportunity in every
person's life that comes when the person feels the need of his house. That is why by the
time you can work firmly, you should fulfill your dream of your own house because
these steps are the foundation for a healthy future for you and your family.
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INDUSTRY PROFILE
Lucknow city is a major economic and cultural centre and this has fueled
Major players
Others
Tulsiani Ansal API
7%
13% 22%
Eldeco
15%
Shalimar
25%
Omaxe
18%
The following graph shows the major players in real estate in Lucknow city,
Ansal Api which covers 22%. Then comes Omaxe and Eldeco, which are
nearby competitors.
Then, it is followed by Tulsiani which covers 13% of the market and the
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Major Players Of Real Estate in Lucknow City
1) ANSAL API-
IDENTITY
The color Red stands for RAJA/REGAL. It stands for passion, heat,
Black occurs when an object absorbs all the other colors. Black is
all group companies into “Ansal API”, thereby creating the new and
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ANSAL API was established as a result of a dream, shared by its visionary
founders. A dream that was to, radically improve the lifestyle standards of
After four decades of spectacular growth Ansal API is at a stage where the
assets- physical and intellectual and at the same time retained youthful
technical expertise and financial stability its pinnacles are rising new
India.
the environment. The ascent of Ansal API to the top of the Real Estate
with its strong base and lineage is now in a state of renaissance; all the
companies of Sushil Ansal Group will now be under one banner i.e. the
Ansal API.
The new "Ansal API" identity, is the first communicator of this phase of
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solidity, cohesiveness and strength, the red colour stands for passion, heat,
energy, dynamism & purity and the black colour signifies the proposed
since 1967', encapsulates their heritage and vision in creating a better life
It is said that actions speak louder than words and nothing highlights this
adage better than Ansal API's effort to give something back to the society
of which they are a part. Ansal API believes that today's children are
tomorrow's leaders and in order to hone their young minds, Ansal API has
forayed into the education sector with schools like the Chiranjiv Bharati
School at Palam Vihar and Sushant Lok, premier institutions like the Ansal
Ansal API in its endeavor to fulfill its duties to payback in form of green
cover for the society have created manmade verdant ambiance at projects
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Ansal API plans to create an ambiance of peace and tranquility for the
people who have served their duties and are now in their dusk of life to
Ansal API has changed the skyline of Lucknow with its versatile portfolio
avenues, shopping malls, farmlands and IT parks amongst others. With its
conquer new horizons, thus pioneering and identifying new vistas of growth
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PRODUCT PORTFOLIO
1. COMMERCIAL
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3. RETAIL/MALLS
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5. IT PARKS/INDUSTRIAL PARKS/SEZs
6. EDUCATION
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7. FACILITIES MANAGEMENT
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SHALIMAR: AN ENDURING BRAND
Today the brand Shalimar in realty has become synonymous with quality,
the art multi storey complexes have been imaginatively designed and
constructed under the name of the brand "Shalimar". Our wide and varied
The real estate sector in Lucknow is growing at a rapid pace. The city
renowned for its urban manners, beautiful gardens, estoire poetry and
city.Being the capital of the most populous state and located almost in the
middle of the gangetic plains the city has grown into a well equipped ,well
rapidly emerging into a global hub for diverse commercial entities .In
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designing the buildings constructed under the Shalimar banner, special care
Mr. Sanjay Seth and Mr. Khalid Masood, our CMD and MD respectively,
are visionaries who have led the organization from the front under their
experience for us. Our continued success is based on the principles of total
quality management. Feedback from our valued customers has been a sense
of continuous improvement.
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Shalimar: An Unrivalled Synergy
Most of all, the expertise and enthusiasm of the team members at Shalimar
has been our most precious asset. We have created a culture of nurturing
have inducted the best HR practices in the organization and are firm
Shalimar Grand
Shalimar World
Shalimar Mannat
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Shalimar Mannat
ELDECO GROUP
The Eldeco Group has been at the forefront of Real Estate development in
North India since 1975. The group is synonymous with timely and quality
Noida and other parts of NCR of Delhi. Carrying more than 35 years of
more than 20 million sq.ft with more than 25000 satisfied customers.
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The unique 1200 acres state-of-art Eldeco Sidcul Industrial Park at
UP, most notably Lucknow and Kanpur. EHIL is listed on the Bombay
Stock Exchange and has had an uninterrupted dividend paying record since
inception.
had rapid growth in other regions as well. EIPL is a closely held unlisted
company that also acts as the promoting company for many projects
History
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The Eldeco group was founded in 1975 in Agra by S K Garg to
Group was formed with a vision to excel in this field on the ideals of timely
1975 - 1984
ECPL undertakes real estate and construction projects in Agra and other
towns of UP and gradually acquire a strong reputation for its fair and
1985
Eldeco Housing and Industries Ltd. (EHIL) goes public and is listed on the
1985 - 1993
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Eldeco strengthens its position as the market leader
1993
business muscle allows the group to add many more projects to its portfolio
1996
1996 - 1999
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The Group expands its operations in Lucknow and Kanpur
The Group expands its operations in Lucknow and Kanpur. Business focus
2000
Ltd. (EIPL). EIPL's focus is to undertake large projects in the NCR of Delhi
2000-2004
residential projects especially in the Noida and Greater Noida region. EHIL
2005-2008
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Eldeco group expands rapidly with the integrated township format
Jalandhar.
2008
One of the largest Hedge Funds Group in the world -Och Ziff- takes equity
position in EIPL
2008-2011
2012
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The Group looks for growth again
2015
Jalandhar.
Eldeco City
Eldeco Shaurya
Eldeco Eternia
Eldeco Greenwoods
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Eldeco Group
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GOLF VIEW APARTMENTS - LUCKNOW
Golf View Apartments offer a panoramic view of the stunning Golf Course.
The Apartment offers its entire resident the pleasure of a well equipped club
Golf View Apartments are located within the secure precincts of Sushant
Golf City, which provide them the neighborhood dotted with elegant villas
& condominiums along with the best educational institutes, health care
The apartments are situated away from the chaos of city still close to the
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OMAXE GROUP
housing and real estate development. Its segment include Real Estate,
townships, group housing projects, shopping malls, office spaces, shop cum
offices and hotel projects. Its project include Hazratganj Residency, Grand
Omaxe Heights
Omaxe R-II
Omaxe limited
Omaxe Hazratganj
Omaxe Avenue
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Omaxe Group
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Objectives of the
study
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OBJECTIVE OF THE STUDY
• To have an idea about parameters consumer consider while buying the products
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Research
Methodology
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RESEARCH METHODOLOGY
accurate way. The three main ways to collect this information are: Observational,
SAMPLE SIZE: A sample of minimum respondents was selected from Lucknow City.
An effort was made to select respondents evenly. The survey was carried out on 100
respondents.
SAMPLE UNIT: In this project sampling unit consisted of the Customers of Revival
the respondent is extracted. Mainly personal links and employees of Revival Infratech
India Private Limited, Lucknow are used for getting information about the respondents.
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(III) TIME FRAME – 45 Days
The duration of study is 45 days and during the period, the following steps were
taken.
DATA COLLECTION SOURCE: Two methods have been used to collect the
relevant data, which are essential for the study, they are:
structured questionnaire.
internet etc…
collect the data and data will be analyzed with the help of percentage table,
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Project Research Type Descriptive Research
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Data Analysis
&
Interpretation
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Data Analysis & Interpretation
(b)Return on Investment-65
(c)Stable Investment-15
ROI
65%
Interpretation- From the above pie chart, it can be seen that majority
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2. What is the most significant aspect that investors look into while
a) Location -30
b) Price-20
c) Luxury-15
d) Government Approvals-35
Government
Approvals Location
24% 35%
Luxury
18%
Price
23%
approval is the prime thing that investors look into while investing in
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3.Which growth strategy is mainly adopted by Revival Infratech India
(a)Property-specific website-20
(d)Opinion Leaders-10
Growth Strategy
Opinion Leaders
10%
Property Websites
20%
Assured Return
Scheme
30%
Buy Back Scheme
40%
Interpretation- From the above pie chart, it is concluded that buy back
scheme is the most effective growth strategy for the real estate companies.
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4 . Which is the biggest pain point which customers has to face in Revival
(c)Distressed Inventory-10
(d)Risk of default-20
Not qualifying
loan
25%
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5.Which factor does investor look for while investing in Revival Infratech
a)Stability in revenue-20
ROI Stability
29% 23%
Past delivery
47%
the customers look for return on investment while investing in real estate
business.
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6. What do you think is the major concern of the builders for growth?
(a)Project funding-40
Advertising
20%
Project Funding
40%
Taxation Issues
15%
Delay in sanctions
25%
Interpretation- From the above pie chart, it is that about 40% of the
builders look for the project funding in order to boost up their growth.
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7.According to you, which brand in the Revival Infratech India Private
a) Shalimar-35
b) Omaxe-20
c) Eldeco-15
d) Ansal API-30
Eldeco
15% Omaxe
20%
the employees think that Shalimar is the most competitive brand in the
industry.
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8. What is the major change that demonetization has brought in the Revival
(a)Decline in demand-25
(b)Fair transactions-40
Demonetization effect
Terror Funding
15% Decline Demand
25%
Low liquidity
20%
Fair transactions
40%
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9. What do you think which issue is being faced by real estate industry?
Major Issue
Input Cost
10% Approvals
30%
Finance
25%
Land Titles
35%
% of the employees think that major issue in real estate arises due to
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10.Why people hesitate to invest in Revival Infratech India Private
a) Less ROI-10
b)Demand fluctuations- 15
c)Tax Issues-20
d)Late possession-30
e) Government obstacles-25
Less ROI
Governement
10%
Obstacles Demand
25% 15%
Tax Issues
Late possession 20%
30%
majority of the employees believe that late possession being the main
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11. Do you think RERA will leave its impact on Revival Infratech India
a) Yes-65
b) No-35
Impact Of RERA
No
35%
Yes
65%
the employees believe that RERA will leave its impact on real estate
companies in future.
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6) Table showing awareness in respondents about various schemes
offered by REVIVAL INFRATECH INDIA PVT. LTD..
33%
Yes
No
67%
The above table shows that maximum no. of respondents i.e. 67% were
aware about the various schemes offered by REVIVAL INFRATECH
INDIA PVT. LTD. whereas 33% of respondents were not aware about
various schemes offered by REVIVAL INFRATECH INDIA PVT. LTD..
REVIVAL INFRATECH INDIA PVT. LTD. is having good brand name in
the city, most of people prefer it.
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7) Table showing duration of the year when normally respondents like
to purchases residential properties.
Jan to Apr
May to Aug
52% 13%
Sept to Dec
Above table shows that maximum no. of respondents i.e. 52% would prefer
Sept to Dec as the duration where as 35% respondents would prefer Jan to
Apr while 13% of respondents prefer May to Aug as the duration of the
year where they would like to purchase residential properties.
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8) Table showing type of Residential property respondents would like
to Purchase.
3 BHK Flat
Bungalow/Row
house
48% Others
Above table shows that maximum no. of respondents that is 48% would like
to purchase 2 BHK Flat, whereas 24% respondents prefer 3 BHK Flat,
while 18% respondents prefer 1BHK Flat whereas 4% of respondents prefer
Bungalow/Row house and 06% respondents prefer others which include
Duplex, Terrace Flat, Attached Flat etc. for purchases of residential
property.
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9) Table showing mode of purchases of residential property
preferred by respondents.
Mode of Purchase
4%
33%
Home Loans
Lum-sum
6%
57% Installments
Others
Above table shows that maximum no. of respondents i.e.57% would prefer
Home Loans whereas 33% of respondents would prefer Installments while
06% of respondents would prefer Lum-sum and 04% of respondents prefer
Others.
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FINDINGS
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Findings
The major factor that affects the Revival Infratech India Private
Majority of the employees are positive about the future of the Revival
investors look into while investing in real estate, after that location
this sector.
The past performance and future outlook of the company matters the
business.
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About 65 % of the employees believe that RERA will leave its
in Lucknow.
The major change that demonetization has brought into the real estate
Project funding being the main issue that promoters have to face and
Limitedcompanies.
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CONCLUSION
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CONCLUSION
offers. Based on the report and analysis the following key points can be
concluded:
for this are – High Rates, Govt. Regulations, and Lack of certain
Amenities etc.
Moreover Land Rates are very much high and thus the builder floors
the market.
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The expansion in the real estate industry shows the positive side and
environment.
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RECOMMENDATION
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RECOMMENDATION
• Due to stiff competition in the market Revival Infratech India Private Limited
shall focus on the quality of homes provided and shall also try its best to meet
situation in the market unitech shall resist from increasing price of its property.
• Revival Infratech India Private Limited shall help and lure the prospective
buyers by helping them in getting housing loans. It shall collaborate with some
popular banks for this purpose. These days even banks are more than willing to
• Revival Infratech India Private Limited shall provide the right amount of
Investors have high hopes from the real estate industry, even though they are
aware about the delays in the projects due to recession, still they are positive
The primary advice is that you need to put your customers’ needs first. While all
with you, your approach needs to be subtle and less self-serving. Your marketing
strategy should focus on humanizing your business and automating things when
you can.
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LIMITATIONS
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Limitations of the study
The scope of study is limited to the respondents are selected from in and around
Lucknow, U.P
places i.e. locally and even in the neighboring states. Only opinion of
respondents of Lucknow city was consider for finding out the opinions of
respondents. The project is valid for the predefined area of work Lucknow (Uttar
Pradesh).
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BIBLIOGRAPHY
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BIBLIOGRAPHY
Books :
Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New Age
Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟, Prentice Hall of India
Aldershot, UK.
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ANNEXURE
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Questionnaire
Name- Age-
Occupation-
E-mail ID-
Options?
(b)Return on Investment
(c)Stable Investment
2.What is the most significant aspect that investors look into while
( a) Location
(b) Price
(c) Luxury
up their market?
(a)Property-specific website
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(b)Buy Back Scheme
(d)Opinion Leaders
4 . Which is the biggest pain point which customers has to face in Revival
(c)Distressed Inventory
(d)Risk of default
5.Which factor does investor look for while investing in Revival Infratech
a)Stability in revenue
6. What do you think is the major concern of the builders for growth?
(a)Project funding
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(c) Taxation Issue
a) Shalimar
b) Omaxe
c) Eldeco
d) Ansal API
8. What is the major change that demonetization has brought in the Revival
(a)Decline in demand
(b)Fair transactions
9. What do you think which issue is being faced by Revival Infratech India
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d) High Input Cost
a) Less ROI
b)Demand fluctuations
c)Tax Issues
d)Late possession
e) Government obstacles
11. Do you think RERA will leave its impact on Revival Infratech India
a) Yes
b) No
Yes No
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14. During which duration of the year normally would you like to purchase
residential properties?
Others
Installments Others
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