The Real Deal: Tracking Pain Points and Preferences in India’s Real Estate Market
Research Objectives
To understand the lifestyle of the consumer and media consumption and their perception of property purchases.
To understand the awareness of builders in the city and perceptions about each of the builders.
To understand critical aspects of the property evaluation process: to identify pain points in the property evaluation journey and the type of support required from a builder to address the pain points
Target Group
Male & Female
30-55 Yrs
Working/ Self Employed
SEC: A1+
Approach and Methodology
In-Depth Interview
Lasting up to 90 minutes
At a central Venue
SAMPLE SIZE: 48 IDIs
MARKET: Delhi NCR, Mumbai, Chennai & Bangalore
Usership
intending to purchase real estate within the horizon of 6 months to 2 years.
have recently purchased a home from a reputed real estate player in the last 6 months to a maximum of 1 year
Mixed of:
Value real estate buyers, up to 1 Cr
Premium real estate buyers 1.2-3 Cr
Mixed of:
Delhi NCR: Amrapali, DLF, Mahindra Lifespaces, Godrej, Tata Housing, Supertech.
Mumbai: Hiranandani, Kalpataru, Mahindra Lifespaces, Lodha, Tata Housing, Piramal.
Bangalore: Mantri, Brigade, Mahindra Lifespaces, Godrej, Tata Housing, Prestige.
Chennai: DLF, Marg, Mahindra Lifespaces, Godrej, Tata Housing, Unitech.
