A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS REAL ESTATE PROPERTIES
The research is carried out to understand the consumer behaviour towards purchase of real estate and to find the factors influencing the consumers towards the purchase of house in Chennai. The objective of conducting this study to find the factors influencing the consumers purchase behaviour on house in Chennai and to examine the relationship among significant factors influencing consumers purchase behaviour. For this purpose, 170 respondents were taken as sample for the study in order to get the needed information. The study is a descriptive type and convenient sampling is used. The data are collected from survey using questionnaire method. The collected data were consolidated and interpreted by using statistical tolls like percentage analysis and statistical analysis are used for representation purpose.The research is useful for marketers and researchers to understand perceived value-based customer purchase intention for residential property sector and the tested model will be of great utility to property developers to devise appropriate value proposition based on consumer perceived value.