Authors: Prashant Harinarayan Thakur, Prof. Chetan Neman
Abstract: The real estate sector has experienced significant growth in recent years due to rapid urbanization, increasing income levels, and changing consumer lifestyles. Consumer buying behaviour in the real estate industry is influenced by several factors including location, pricing, amenities, developer reputation, transparency, financing options, and digital marketing. This research study examines the perception and decision-making behaviour of consumers in the real estate sector. Primary data was collected through a structured questionnaire from 100 respondents. The study analyzes consumer preferences, important buying factors, and the influence of transparency and digital communication on purchase decisions. The findings indicate that location and pricing are the most important factors influencing property purchases. Buyers also prefer developers with good credibility and transparent communication. The study concludes that customer-centric services and effective marketing strategies are essential for improving consumer trust and increasing sales in the real estate market.
DOI: http://doi.org/10.5281/zenodo.20303169
