SUMMER TRAINING PROJECT

ON

A STUDY ON THE EFFECT OF BRANDING IN REAL

ESTATE SECTOR ON CONSUMER PURCHASE DECISION
ARCHAGE GROUP

Submitted in partial fulfillment of the requirements for

Master of Business Administration (MBA)

By
Arvind Kumar
Roll No. of the Student
Batch of 2014-16

(LOGO of the college)

BHAGWAN PARSHURAM INSTITUTE OF TECHNOLOGY

ROHINI, SECTOR-17, DELHI
2015
 ACKNOWLEDGEMENT

First and foremost I am grateful to the Head of the Organization, SAMIAH

INTERNATIONAL BUILDERS LTD. for giving me an opportunity to be a part of
their esteemed organization and enhance my knowledge by granting permission to
complete my under their guidance. I express my sincere gratitude to my company
guide Ms. Sheetal Kapoor (Marketing Manager), for rendering me his continuous
support, encouragement and guidance and also for lending a patient ear when it came
to solving my problems related to the project. The project would not have been
possible without his valuable time and support.

I am deeply indebted to all the faculty members of my institute for their valuable
contribution during the academic session. Also I want to acknowledge the support of
the staff of the company for providing with various books and study material relevant
in the preparation of the project report.

Last but not the least, I would like to thank everyone I was associated with, whose
names have remained unmentioned here, but who have contributed by giving me a
sharp and gratifying imminent approach and insight during the course of my project.

Regards,
 CERTIFICATE OF ORIGINALITY
(To be filled in by the student in his / her handwriting)

I_____________________________________ Roll No __________________, a full

time bonafide student of III Semester of Master of Business Administration (MBA)
Programme of Bhagwan Parshuram Institute of Technology, Delhi. I hereby certify that
this project work carried out by me at

_________________________________________________ the report submitted in partial

fulfillment of the requirements of the programme is an original work of mine under the guidance
of the industry mentor ____________________________________________
___________________________________________________________________________

and faculty mentor_______________________________________________________and is not

based or reproduced from any existing work of any other person or on any earlier work
undertaken at any other time or for any other purpose, and has not been submitted anywhere else
at any time.

(Student's Signature)

Date:

(Faculty Mentor's Signature)

Date:
 EXECUTIVE SUMMARY

This report is aimed to investigate the effect of brand on consumer buying behavior. How
much consumers are prepared to pay for branded products, how important they consider
price, brand or other factors during their purchasing decisions. The Report aimed at
critical analysis of branding, brand perceptions, price sensitivity and willingness to pay.

It tells branding is neither to create stylish logos, elaborate Web sites, nor high-gloss
brochures, but rather integrated planning, design, and communication. Real estate
branding gives all participants involved a clear idea of the direction in which the living
space will develop over the long term. But real estate branding requires consistency and
perseverance, both of which take courage in these ephemeral times. In the long run,
though, it pays off in the form of higher returns for investors, and in the form of
comprehensive planning and the subsequent upward valuation of living spaces for
administrative bodies and future tenants.

Customers to safeguard their investment always willing to go with the branded and big
developers. Customers also shifting from big cities to smaller cities because of future
potential there. And big players also working on expansion plans. After successfully
executing projects in the metros, they are eyeing other areas. Take the example of NCR.
After Gurgaon, Noida and Greater Noida, developers have moved to Ghaziabad,
Faridabad, and other places..
 TABLE OF CONTENTS

S. No. Content Page No.

Acknowledgement

Certificate from Originality

Executive Summary

1. Objective

2 Introduction

Methodology

Results

Discussion of Results

Conclusions and Recommendations

Reference

Bibliography