HNCC – MBA Dept.

CHAPTER 1

INTRODUCTION OF THE STUDY

1.1 Introduction – Overview of the sector, organization and the Study

People were communicating with other people without a language in olden days.
There is a massive change in the method of communication in modern days. Digital
Marketing is the component of marketing that utilize internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and
platforms to promote products and service. People were communicating with other
people without a language in olden days. There is a massive change in the method of
communication in modern days. Social Media have become a convenient way to
communicate among all age clusters. The Internet and particularly social media have
modified the shoppers and marketers communicating medium. The Internet has
characteristics such as - the power to inexpensively store huge amounts of data at
different locations - the powerful search engines, organizing and disseminating of
data - the power to function a physical distribution medium as software - relatively
low prices. With the help of net and the presence of various social media sites it is
now possible for business people to meet worldwide customers at single click of the
button.

DIGITAL MARKETING

Is the leading industry in the market. Due to this pandemic, the Digital Advertising
industry has been increased by about 15% growth in the year 2020. And it is expected
to reach near about 23,673 Cr. By end of the year 2022 Digital Marketing includes
various types’ platforms like e-commerce, Social Media, Google Ad words, Search
Engine Optimization, YouTube Advertisements, and all the websites used to promote
or sell the services online. Types of Digital Marketing Interview questions and
answers that
REAL ESTATE INDUSTY

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Real estate refer to land, attachments, and any rights or interests that a property owner
may have in the property. For example, artificial attachments would include any
houses, buildings, roads, and fences. In a business context, it refers to purchasing and
managing physical properties for profits. The real estate sector is highly competitive,
acquiring and maintaining the lead position in the competition and has become crucial
for all players in the sector. The connection of marketing efforts with sales
conversions is the biggest concern in the industry. Real estate is one of the most
unorganized sectors in India; there is a lot scope for improvement to make it more
organized using digital technologies. Currently, most of the developers are using
search advertising, property portal listings, banner advertising, social media
advertising, content marketing, video marketing, experiential marketing using Virtual
reality, etc. Latest trends include- content marketing, video marketing, assisted

buying in an e-commerce model, sales, and marketing automation. The industry starts
with raw land. Land entitlement and developers work to get municipal approvals and
construct assets. The developers may sell the land once it is fully entitled or develop
the property and operate it until stabilized (typically refers to a building being 95%
occupied). Usually, asset managers help fill a property with tenants and get the asset
cash flowing. Once properties are stabilized, they can be bought and sold. Over time,
an influx of capital may rejuvenate or repurpose property to create more value.
Brokers, appraisers, attorneys, financiers, and other external parties help facilitate the
buying and selling of properties. 

1.2Objectives of the study.

 To study the modern-day advertising techniques that's trending in real estate
industry.
 To know the how and till what extent will the digital marketing affect the lead
generation and sales of real estate projects.
 Analyzing the various demographics and understanding their effects on the real
estate market of the city.
 Comparing the strategies adopted in affordable real estate companies.

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 To study a digital marketing it really helping real estate agency to reach their
target customers.

1.3Scope of the study

 To understand digital marketing effectiveness in Real Estate
 To understand digital marketing effectiveness in Real Estate Industry
 This study aims to examine the importance and degree of satisfaction of property
buyer and seller.
 To understand the Real estate industry how good potential market it meads
property buyer and seller on social media platform
 To understand how It helps to multiply revenues of real estate companies in very
short time spam
 The study will be helpful to the real estate companies and digital marketer
understand the behavior and response of the customer

1.4 Limitations of Study

 The time period provided for the study was limited
 Due to limited time only ------- response dents were choose for study
 Respondents’ where selected according the convenience
 Experience and knowledge of researcher is limited
 The given information by the respondents is assumed to be authentic during the
survey.

1.5 Research Methodology

The purpose of methodology is to describe the process involved in research work in
the systematic way. The overall research design, data collection methods, and data
analyses are all described in details in the research plan. Orders performing these
research steps are objective and logically linking in the research process. Thus it also

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 HNCC – MBA Dept.

aims at solutions to a research problem. As a systematic process description, this will

consequently help enhance truthful and accurate reports of work.
1) Research Design
This is an exploratory study on the consumer's perception towards the importance of
digital marketing in different cities and the way they utilize them. The study was done
using Descriptive and Analytical methods to try and find out about the consumers'
perception of digital marketing services. Data collected to see the attitude of people
towards digital marketing services provided by Advert Digital Mantra Ltd.
2) Data Collection
The purpose of data collection is the data on the perception of consumers of different
city on end to end of the customers and the importance of digital marketing for the
businesses will be analyzed. The questionnaire was Google forms that was used to
collect data and motivated the consumers with the true purpose of the data. The
principal investigator briefed the purpose of study. In a study, a questionnaire
established with Likert-type questions, multiple choice, & dropdown questions along
with other relevant question was used. The different groups like business men, public
service personnel, etc. were considered as respondents of respected questionnaire.
 Primary data:
In this study, the primary data is used in order to get information from the survey
participants through questionnaire.
 Secondary data:

Secondary data is a source from where we collect data that has already been
collected by someone. For this study, the secondary data was obtained through
research journals, books, published reports and online resources. The secondary
data of this study also took the help of some company website of those which are
engaged in doing marketing digitally.

3) Sample Design:
 Size of Sample:

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Since, the size of universe is infinite; sample size refers to the number of items to
be selected from the universe to constitute a sample. In this survey, the sample
size is of ----- respondents.

 Sample Area:

In this study, the survey was made from different city like Pune, Mumbai,
Solapur, etc. Consumers from given city who used Digital Marketing services
were the respondents for the questionnaire of this study.

 Research Instrument:

Research Instrument is measurement tool designed to obtain data on a topic of

interest from research subjects. In the present study, Questionnaire was used as a
research instrument to collect information and Telephonic Interview had been
taken to gain more insights for present study.

Significance of the study.

 This study will show the satisfaction level of property buyers & seller
digitally.
 The study of consumer's perception towards digital marketing will help to
know about the viewpoint of digital marketing in real estate industry.
 This study highlights the factors considered by consumers while purchasing
while properties.
 This online survey is helpful to collect feedback, you can find out what makes
your customers happy and what they are dissatisfied with.

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