Mid Segment Qual Report

Understanding Key Purchase Drivers in Decision
Making of Residential Property

(Mid Segment)
Prepared for Godrej Properties

Prepared by - Nielsen
1
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Research Objective
Understand key purchase drivers for mid segment properties

And their importance on a scale of very important to least important
And input these attributes into the quantitative phase

Sample Plan
Module Methodolog Group Centers Total

y
West South East North
Ahmedabad Bengaluru Chennai Kolkata Gurgaon Noida
Recent 1 - 1 1 - 1 4
Qualitative Couple Buyers
Focus
Intending 1 1 - 1 1 - 4
Groups
Buyers
Total 8 Focus Group Discussion

Abbreviation used
Centers
Ahmedabad Ahm
Gurgaon Gur
Noida Noi
Kolkata Kol
Bangalore Ban
Chennai Che
Type of property buyer

Recent buyer Rct
Intending buyer Int

Presentation Flow
Whom did we meet
Spontaneous Association with the HOUSE
Current problems faced leading to importance of driver to purchase

property
Consideration of different parameters before purchase
Detailed understanding of each parameter and its importance
Conclusion
5

Key Findings

Whom did we meet ?
We met couples
Young and middle aged
Daily routine
Week days busy.
Men spent lot of time on commuting for work
While women engaged in daily household chores -
taking care of kids, shopping of daily needs and
cleaning etc.
Reaching office on time adds to the work pressure (Ban, Int)
I have to spend lot of time for my child, I have to take him to
school, then I have to feed him along with that keep house
neat and clean (Kol, Rct)
Weekends relaxing time with family

shopping in mall, movies, eating out, visiting gardens
in the locality or lake /river side etc.
On Sunday I don't feel like doing anything, I keep my kitchen
closed, we go out for shopping and to have food (Ahm, Int)
7

Whom did we meet ?
Lifestyle
Most intenders lived in Joint families and faced
constraint of space, hence, they wanted to shift to
new housing to attain privacy for self and kids
All were from middle to upper middle class
background
Due to inflation, keeping control over the budget was
major challenge
Hence most of them were price conscious
All the prices are hiking nowadays so before sleeping
that comes in mind how to run the house with given
money because to save extra money is a pressure
(Ahm, Int)
Dreams
Parents want to give best to their children
They should have smooth life and face less
obstacles
Have comfortable and luxurious lifestyle
We want better life with more comfort and luxury
(Ban, Int) 8

Spontaneous association with the house
We can get comfort in our
own house and not in Where our family can
anyone elses house (Kol, be safe and secure (Kol,
Rct) Comfort Safety Rct)
Place where we have peace
of mind (Che, Rct)
Peaceful Status
Nowadays kids also don't Its a symbol of our

like if anyone interferes in status in the society
between. They also need (Gur, Int)
their own space (Noi,
Rct)
Privacy Spacious
We have freedom in our Freedom Convenience

own house. The people who
stay in rented houses they
Everything near by, no
cannot think of this (Ahm,
need to travel long
Int)
Along with functional benefits , emotional benefits also sought from
distance (Ban, Int) 9
their house
Current problems faced leading to
importance of driver to purchase
property
10

Important drivers to purchase property
Convenien
ce
Status Comfortable
symbol/ / relaxed
Prestige Surrounding
Low on
Safety &
maintenan
Security
ce
Interiors
Privacy fresh
atmosphere
Builders 11
reputation
Current problems faced leading to importance of driver to
purchase property
Problem faced Driver
Poor connectivity/transport Conveniently located
I dont get taxi or auto in the evening after 7.30 PM, Poor connectivity disturbs their routine
therefore sometimes we feel helpless (Kol, Rct) and adds to their daily challenges
Basic needs and requirements at far distance
Every time I have to go beyond 5 kms to shop food item,
nothing is close by (Che, Rct)
Disturbed surrounding leading to tension, e.g. political Comfortable/ relaxed
issues, water logging, slums Surrounding
The place we lived in before always had political chaos happening If surrounding is at ease, it enhances the
around (Kol, Rct) experience of living in the house
Low on maintenance
Distance adding to budget problem Maintenance cost makes it more difficult
If we travel long distance for most work, then regular maintenance maintain monthly budget
of vehicle increases more fuel is required (Ban, Int)
No privacy /personal space self/ children Privacy
If everybody can see whats happening in our house then there is no Privacy is highly desired to maintain
privacy maintained, we do not like anybodys interference (Gur, their independence
Int)
Interiors Less ventilation (some mentions) leading to Interiors fresh atmosphere
dull mood Good cross ventilation
In our house ventilation was less, house looks little dark (Che, Rct) To maintain good health and vitality 12
Other important key drivers
Family security and safety always begins from home. The

Safe and
degree of concern is heightened if its working couple as they
secure for
are out for work whole day
family
If we both are out for work and if we get late, then I keep
thinking that hope my kids are safe at home (Kol, Int)
Things that adds value to their image and empowers them in

Status society are always appreciated
symbol/ We have a car right now but we want a better car. A big car
and better house, basically the house we live in shows our
prestige status (Gur, Int)
Good builder/promoter name gives them indication of

Good quality of work
Makes them feel secure no frauds
Reputation of Easier to get loans
builder It also has a positive rub off effect on their image
Gives trust of timely delivery 13

Consideration of different parameters
before purchase
14

Importance of different parameters
Interior Layout
Very Important Location and surrounding
Sample Flat
Exterior structural design
Important Facilities
Amenities
Finishing
Least Important
15

Detailed understanding of each
parameter and its importance
16

While we have plotted these parameters on importance
scale, but we have also used KANO model to add more
meaning to these parameters
Hygiene Basic expected facility

(taken for granted that it must be present)
Motivator Very important
Delighter Important
Indifferent Least Important 17

Kano Model used to analyze importance of paramters
Hygiene Motivators
Low impact on satisfaction when provided; High impact on satisfaction when provided;
High impact on dissatisfaction when not provided High impact on dissatisfaction when not provided
Aspects falling in this zone, if a weakness, can Aspects falling in this zone, need to be offered to
distract from satisfaction. Customers expect these motivate buyers. Customers might pay slightly
to be part of the standard grade extra for some of these aspects
Low impact on satisfaction when provided; High impact on satisfaction when provided;
Low impact on dissatisfaction when not provided Low impact on dissatisfaction when not provided
Aspects falling in this zone are things customers Aspects here are pleasant surprises. Customers
are indifferent to. Assume lower priority now but will be open to paying extra for some of these
needs to be monitored aspects. Can be used for variants/ SKUs
Indifferent Delight
18

Interior layout design
Hygiene Motivator
Height of the roof Size of the house

No. of rooms 2BHK Interior layout plan
Balcony spacious and maintain privacy
Spacious bathroom and kitchen Provision for more sunlight and
Vaastu Shastra ventilation
Washing/drying area/storage area (Ahm) Large sized master bedroom
Vaastu Shastra (Che, Ban)
View from the house

Puja room
3BHK
More than one balcony
Indifferent Delighter
19

Hygiene
Height of the roof 9 12 ft expected range
Easy to clean ceiling (Important for women)
Better air circulation
If it is 10 feet then we can clean the ceiling easily and there is better air
circulation (Ahm, Rct)
Kids safety avoiding accidents with ceiling fan
If the height is too low then while standing on the bed, there are chances that kids might
touch the fan and meet with an accident (Kol, Int)
For aesthetic value - makes it look more spacious

Helps in better ventilation and makes the room look spacious (Kol, Int)
20

Hygiene
Balcony
One balcony is a must and mostly preferred for leisure time or used as utility area
(used as an extra space for usage, if no extra wash/ dry areas is provided)
If attached with living room then it is easily accessible to everyone and no
disturbance for others
Normally balcony is with drawing room so you dont have to disturb anyone if you want to
go to balcony (Ban, Int)
The balcony attached with the drawing room can be accessed by anyone (Ahm, Int)
The balcony should be big enough to accommodate single person swing

(Ahmedabad)
In Gurgaon and Noida people desired for 2 balconies, one with master bedroom/living
room as a sit out and another with kitchen that can be utilized as utility area
There should be separate area for washing machine. We can use balcony as washing area
also (Noi, Rct)
One store room or a balcony, any one of it you can convert toYou call it washing area, store 21
room, it may be small but it should be present (Gur, Int)
Hygiene
Spacious bathroom and kitchen
To move around and to accommodate necessary things
E.g - geyser, washing machine in bathroom
fridge, cabinets in kitchen and enough shelf/ platform space for kitchen utilities
Bathroom should be square in shape and hence there will be enough space to work
without hitting the walls (Kol, Int)
There should be enough of space so that we can keep all our appliances like fridge and
store maximum things in kitchen (Che, Rct)
Vaastu Shastra
They believe that it prevents any form of negative energy
but also believe that all builders provide layout as per the vaastu shastra
Most builders make according to vaastu (Gur, Int)
We dont give importance to Vaastu in today's time (Kol, Int)
In south vaastu shastra is given high importance
Everything should be vaastu oriented .Even the gap between one flat to other flat there
22
should be sufficient gap. If we dont follow it, they say it will bring calamity (Ban, Int)
Hygiene
Washing area /drying area/storage

Additional space is always necessary to perform different activities/usage as per
cultural phenomena in different societies
Some like to have separate washing area (Ban, Noi, Che)
It is necessary, washing machine can be kept there and small sink for washing vessels
should be provided (Ban, Int)
In Ahmedabad they prefer store room as they sock grains for entire year
Generally we stock grains for entire year, so its necessary to have a separate storage
space in the house (Ahm, Int)
23

Motivator
Size of the house
Most desire more spacious house and comfortable house to live in
Expected carpet size 1000 - 1200 Sq ft
But if the property is close to heart of the city then smaller carpet size is acceptable
approximately 800 - 850 sq ft. (Kol)
If the location is in the heart of the city then carpet area can be approximately 850 sq ft or
more in the specified budget (Kol, Int)
Interior layout
Optimum utilization of space that gives them feeling of spacious room and
accommodate more things
The layout should be designed in such a fashion that we get maximum space to work around
(Noi, Rct)
Some builders make rectangular room while some builders make room which have 6 walls. So
that should not be there, every area should be utilized (Gur, Int)
Room layout design should ensure privacy is maintained - E.g. No direct view of
bathroom or bedroom
No bathroom door should open directly into the living room (Ahm, Int)
The design should not be in such a way that anybody can see what's happening in bedroom 24
(Noi, Rct)
Motivator
Good ventilation and natural sunlight coming in
It has positive impact on health and mood
If there is enough sunlight then health will be better and if it is dark then you feel dull
(Ahm, Rct)
Also helps to save energy

It saves power and electricity consumption will be less (Ahm, Int)
Large sized master bedroom with attached bathroom

As it has important essential furniture- dressing table , wardrobe, computer table etc.
Its not only a room for bed there should also be place for cupboards and dressing table etc.
(Gur, Int)
If your bedroom is small then there will be hardly any place to move, there will be only place
to open the door as you have wardrobe and have double bed, small table (Ban, Int)
25

Delighter
View from the house
Most prefer balconies overlooking some green space it gives relaxed
feeling
Greenery is very soothing to the eyes (Noi, Rct)
While some are willing to live with the fact that there will other buildings in
vicinity but they should be at safe distance, so that nobody interferes with
privacy
I will see that the next buildings windows and doors are at a distant from mine
(Kol Rct)
In Ahmedabad they dont like balcony overlooking any water body as it

creates menace of mosquitoes if not well maintained
Water body view looks nice but who will maintain, nobody care later and this
results in mosquitoes (Ahm, Int) 26

Delighter
A small puja room culturally everything related to God is preferred to keep

separately
But since presently there is no space they have to adjust and put it on wall as no
space is there
A small section for puja can be allotted in the hall or kitchen (Che, Rct)
Right now, we have to put mandir on the wall (Gur, Int)
If puja room is provided then

It should not be next to the bathroom
They should ensure that puja room and bathroom doesnt share the same wall (Kol, Int)
Located as per Vastu shastra
If they are giving pooja room, then its placement should be as per direction of Vaastu
Shastra (Che, Rct)
27

Location and surrounding
Hygiene Motivator
Developed locality not isolated Better connectivity bus stand and taxi
Away from slum area Proximity from School and Hospital
Less noise and air pollution Close to local market/retail stores
Similar status neighborhood
Accessibility to the highway Proximity from main city

Accessibility to the railway Proximity from CBD /work place
station/Airport Proximity from mall
Away from political disturbance areas
(Kolkata)
28

Hygiene
Developed locality
Better roads for travel convenience
Less traffic and better development of roads, so traveling is easy(Ban, Int)
Presence of other buildings (Gurgaon) as living in isolation makes it uncomfortable
and unsafe
It should not be that it is near jungle and only one building is developed there. The
area should be developed (Gur, Int)
Away from slum area

Security issues - feels unsafe due to fear of theft
To avoid any bad influence on children
It is not peaceful environment - booze and drug culture, eve teasing, small theft use
of slang language (Kol, Int) 29

Motivator
Better connectivity for convenience -

Some of them do not have vehicle, this makes public transport crucial for them
Bus stand and taxi close to the property
Highway (Gur & Noi) accepted distance 5-6 kms, as public transport is not
very good
Travel easily and no commuting problem in late night (Che, Rct)
30

Motivator
Close proximity to school/ hospital/ local market
School (acceptable distance 2-7 kms) its part of daily routine
It saves time for kids in doing fruitful activity (study and play)
And allows mothers to complete their house work early
Most of parents are working and if schools is close we dont waste our time (Kol, Int)
Kids should not travel much otherwise they get tired. If its nearby then time can be saved (Noi, Rct)
Local market (important for females - acceptable distance upto 1.5 Kms)
Necessary for daily needs
Near by fish market in Kolkata - as they prefer to buy fresh fish almost daily
Market should be close by for daily needs, or it should be available in the same complex (Gur, Int)
People first see distance to market, as we frequently by fresh fish from market, daily market should
be within walking distance (Kol, Rct)
Hospital should be near - due to emergency
Health is a major concern in todays fast life hence importance of health voiced across all
groups
31
Anything can happen anytime. It should be close to city hospital (Ban, Int)
Motivator
Similar status People in surrounding

Desire to maintain upgraded lifestyle and able to differentiate from others
The people who stay nearby are of the same level (Gur, Int)
The families living around us should be matching our status or bit higher than
us (Ahm, Rct)
32

Delighter
Distance from the main city - (Acceptable range of 30 - 45 mins drive)

More distance results into longer time to travel more fuel and maintenance
required for vehicle affects their budget
Even if its in the outskirt of city we dont mind but distance from the city should be not
more than 30-45 mins (Ahm, Int)
Away from localities which have high political disturbance (Kolkata)

With current political activity becoming very erratic and disturbing day to day,
there is high desire to move in more peaceful locality
In Kolkata many times there are political issues, if it can be far away then it wont affect
our daily routine (Kol, Rct)
33

Indifferent
Accessibility to the railway station/airport is of lower priority

Because its occasional phenomena and doesnt affect daily lives
Requirement of going to railway station or airport doesnt occur regularly (Kol,
Int)
Close to the highway (Ahm, Che, Ban, Kol)

Also considered it to be unsafe as less street lights near the highway
It should not be near highway, cause anything can happen as there is no safety, no
street lights (Ban, Int)
34

Sample FLat
Motivator
Sample flat
is one of the main driver for purchase decision as it clearly demonstrates the
final product
Easier for consumers to evaluate with their expectation
Without it, you wont get the slightest idea what is being made, what would be
the room sizes. Its the deciding factor (Gur, Int)
Most prefer both basic structure as well as furnished option
Both should be shown then we get an idea. Generally they show both and we can
choose as per our likings (Ahm, Rct)
With basic we will give a better perception on the free space and then look at
complete interior and choose accordingly (Ban, Int)
No mentions of post purchase dissonance related to sample flat by recent

buyers 35

Exterior Structural design
Hygiene Motivator
Floor plan Robust structure

no. of flats
No. of floors low rise (Ahm)
No. of floors (Kol, Gur, Noi, Che) Innovative design

Passage area
No. of floors (Ban)
36

Hygiene
Floor plan Maximum 4 flats on a floor
Less flats on a floor is perceived to provide larger space for common passage
area
Not more than 4 flats, so that the common space can be bigger (Gur, Int)
Flats should be at a distant as it helps to maintain privacy

If flats are too close, its possible that neighbors can easily look into what's happening in
others house (Ban, Int)
Two flats should be there on each floor or else main doors will be next to each other and
no privacy will be maintained (Che, Rct)
Many flats on the floor is not liked because

makes it look congested
Too much disturbance all the time
If there are more than 4 flats then the floor looks crowded and there is frequent
movement on the floor (Ahm, Int) 37

Motivator
Robust structure
No recurring maintenance cost
Strong enough to handle natural calamity ( mainly voiced in Ahmedabad )
Main thing of the structure is pillar and foundation which needs to be strong (Kol, Rct)
Considering previous natural calamity it has become very important for a construction to
handle earthquake (Ahm, Int)
Use of quality material for construction

The type of material they use plays an important role in quality of construction. E.g.We
will not have to paint it every time and It is easy to maintain (Gur, Int)
After 2 yrs there should not be water seepage or crack, now so much duplicate material
is used (Kol, Rct)
38

Delighter
Innovative, modern design and attractive structure
Attractive properties reflects their status and makes them distinct (mentioned in
Gurgaon)
See it is also a matter of status. If there are guests coming at our home and they ask us
where do we stay then we can tell them (Gur, Int)
Prefer unique design and attractive colors/ textures

Distinct rather than the usual regular or square design. It should look different. Front
look should be painted attractively (Che, Rct)
It should be modern and attractive not the regular box shape (Noi, Rct)
Few mentions of some modification in terms of looks

e.g. - curved balconies
Should have rectangular or square structure and balcony should be semi curved as it
gives a good look (Noi, Rct)
39

Delighter
Passage area on the floor
More passage area makes them feel good about getting extra space to utilize
and considered as an extension of their house
This area is used to keep things like shoe rack, children bicycle etc.
Sometimes used as small playing area for children
Sometimes children like to play in passage area and we can easily keep watch on
them (Kol Int)
Should be spacious enough to move around things
It should be spacious so we can bring big luggage or furniture conveniently (Gur,
Int)
And should be well lit area to ensure safety
Suppose you have a guest & if there is no light in the lobby then you cant see the face of
the person (Ahm, Rct)
40

Indifferent
High rise v/s low rise
10- 12 floors is acceptable
The concept of high rise buildings are acceptable in today's time when there is space
crunch (Kol, Int)
Benefits of high rise is low maintenance cost as more people will share the cost
(few mentions in Bangalore )
More the better so we can save on maintenance charges every month, more people
will contribute (Ban, Int)
In Ahmedabad people prefer low rise due to fear of earthquake (Ahmedabad)
During earthquake mainly high towers had collapsed and maximum people died (Ahm,
Int)
41

Facilities
Hygiene Motivator
Internal Covered parking
24 hrs water supply Security Intercom
Electric layout plan Power back up facility (Elevator and
Gas connection - pipe line (Noida) common area)
Exhaust fan kitchen and bathroom
(Bangalore)
External
Elevators
One elevators (Low rise)
Two elevators (high rise)
Security watchman 24/7
Wi-fi internet Gas connection - pipe line
Fire safety
Security - CCtv
Power back up facility
Energy efficient solar water system
(Bangalore)
Indifferent Delighter 42

Facilities
Hygiene
Water supply
Most complained about not having 24 hours water supply
As it is necessary for smooth functioning of daily activities
Additionally large storage tank is required for emergency days
Large water storage tank big enough so that, if there is no water supply then at least for 1
to 2 days we can store water (Ahm, Rct)
Electric layout
Branded switches - gives an impression of good quality products being used for
entire construction
Switches should be of good brand like anchor (Ban, Int)
ISI mark indicates good quality product
Electric fitting should be ISI because thats how we know its is of good quality (Ahm, Rct)
Sufficient number of electric points should be provided in all the rooms
Provision of connection point for Phone line, TV and internet cable is necessary
Each room should have light and fan switches and 2 plug points and later we change as per our 43
requirement (Gur, Int)
Facilities
Motivator
Covered parking - basement
Safety from theft
Basement car parking to keep the car safe (Ahm, Int)
Protection from dust, rain and sun

A covered parking is always better as it will protect the car from sun and rain (Kol, Rct)
One car park for each flat is necessary

There should be at least 1 parking for 1 flat (Gur, Int)
While few consider open parking for 2 wheelers is sufficient

2 wheelers can be parked in open (Gur, Int)
Also parking facility for guest (some mentions)

If you dont have parking and if your guest has to park his car outside, then they
will think what kind of building are they staying in, it will spoil our impression in front
of them (Ahm, Rct)
44

Facilities
Motivator
Intercom security
Prior indication of people visiting the house ensures safety and leads to relaxed
state of mind
There should be strong security system to control any mishaps as kids have to stay
all alone when parents are away (Kol, Int)
Power back up facility

Required for elevators and common passage area to avoid any unfortunate
incidents
Power back up for lifts and common area (Ban, Int)
1 or 2 hour power back up for lights in common area and elevators (Che, Rct)
45

Facilities
Delighter
Gas connection - pipe line
It is seen as convenient, as it takes away hassle of ordering the gas and waiting
time for delivery
But few in Kolkata consider it to be unsafe
Many serious accidents can occur because of leakage of gas (Kol, Int)
Provision for fire safety

Some provisions should be provided to fight with situation like fire (Noi, Rct)
Atleast one fire extinguishing cylinder in passage area of each floor is expected
by a few
If they can provide fire alarm system in this budget then it is an ideal, if not then
atleast a fire extinguishing cylinder should be there (Ahm, Rct)
46

Amenities
Hygiene Motivator
Play area for children Gym and Club house (except Chennai)
Garden/walking area
Swimming pool (Noida)
Tennis and badminton court Swimming pool

Skating rink Elders corner
Sand pits Party/banquet hall (few mentions)
Yoga center (few in Ahm)
47

Amenities
Hygiene
Play area fro children
Separate play area is necessary for kids as they require some physical activity
And causing no disturbance to elderly people and neighbors in other flat
If kids play in common area on floor then neighbors complaint about noise (Ahm,
Rct)
48

Amenities
Motivator
Gymnasium
To be fit and maintain good health
We require to keep ourselves fit with some physical activity (Kol, Int)
While club house for entertainment and indoor games

It is relaxing, fun and entertainment(Noi, Rct)
We can play indoor games (Ban, Int)
Delighter
Swimming pool
Adds high class image to their status but maintenance cost is matter of
concern for a few
A medium sized one swimming pool for kids is desired
If it is there then no problem. This will be add on facility but along with it there will also
be maintenance cost (Ahm, Int)
49

Finishing
Hygiene Motivator
Strong and durable main door Types of flooring tiles /marbles

Water resistant bathroom doors Modular kitchen (Gur, Noi)
Large sized regular window
Good quality glass and window frame
Anti-skid bathroom tiles
Kitchen and bathroom wall tiles
Wooden flooring Modular kitchen

French window Fittings and sanitary ware
Customization in fittings
50

Finishing
Hygiene
Door
Main door should be strong and durable for security
Heavy duty door should be there. It will be strong so that nobody can breakthrough
(Ahm, Rct)
The entry door should be made of strong wood to provide adequate safety (Che, Rct)
Good finishing adds to the aesthetic of the door, and is of importance as its the
face of the house
There should be good lamination or there should be venial (Gur, Int)
While bathroom door water resistant for durability

The bathroom doors should be light and have water resistance property as it would get
more exposed to water splashes (Kol, Int)
Bathroom doors should be of Sintex , so that it doesnt get spoilt due to water (Ahm,
Int)
51

Finishing
Hygiene
Types of window
Regular windows are preferred over French windows
Large sized windows for more sun light and ventilation
Big windows gives good look, sunlight and fresh air (Noi, Rct)
Larger than the usual windows to allow proper ventilation (Kol, Int)
Windows with grills prevent break in
Grill should be there, otherwise so many thefts happen these days (Gur, Int)
Aluminum frame for window is considered durable

Regular windows with aluminum frame (Ban, Int)
Frame should be of aluminum (Ahm, Int)
Indifferent
French window
Considered unsafe
If we have small kids then we will not want it (Ahm, Rct)
Hinders privacy 52
Too large in size and hence privacy might be intervened (Kol, In)
Finishing
Hygiene
Kitchen and Bathroom tiles
Floor
Anti skid floor tiles are must, as they prevent any slippery accidents
Anti skid or rough tiles should be used in the bathrooms this is much safer (Che,
Rct)
Anti skid and in the kitchen also to avoid slipping (Gur, Int)
Wall tiles attractive and appealing
Wall tiles in bathroom are required to avoid dampness of walls (few mentions)
Tiles on wall are mandatory for the water repellant property (Kol, Int)
Decent quality tiles are preferred as they are stain proof and are easy to clean
Even average quality of wall tiles will do, anyways we have cupboard and cabinets which
covers the walls but they are necessary to avoid marks of stains and dampness (Ahm,
Rct)
53

Finishing
Motivator
Types of flooring
Should be appealing in living room, as it adds to the house aesthetic
Vitrified tiles (medium to large sized)
Durability - low on maintenance
Marble flooring requires more maintenance as compared to vitrified tiles, so tiles are
always better (Ahm, Rct)
Having anti skid properties can be a delighter
Tiles are better, anti skid tiles and if it in the entire house then also it is fine (Gur Int)
Branded tiles also adds to status
The tiles should be branded like Kajaria (Noi, Rct)
While a few in Noida and Kolkata prefer marbles as it enhances their image
Indifferent
Wooden flooring is not preferred as they are high on maintenance
We have to take lot of care in wooden flooring , ensure no cigarette stubs falls on it. And 54
if any damage is done maintenance cost is very high (Kol, Int)
Finishing
Delighter
Kitchen finishing
Modular or semi modular kitchen is desired in Gurgaon and Noida, more in
keeping with modern kitchen
Kitchen should be modular or it can be semi modular, the builder is not giving
cupboards anywhere (Gur, Int)
Modular kitchen with chimney is good to have (Noi, Rct)
While others consider provisions of kitchen cupboards is a delighter
Racks and cupboards are optional. (Che, Rct)
Few mentions of having granite kitchen platform and stainless steel sink
Stainless steel sink in kitchen and granite slab for platform should be provided
(Ban, Int)
55

Finishing
Delighter
Fittings
Branded fittings and sanitary ware are preferred as they perceive it to be
durable and it is a status symbol - Parryware, Hindware, Jaguar etc.
Branded fittings is of standard quality product and has good finishing. It reflects our
Status (Noi, Rct)
Check on the basin whether its branded or not like Parryware (Kol, Rct)
Brand like jaguar, they are long lasting and maintenance cost is low (Ban, int)
Few mention of providing geyser in bathroom

Provision of geyser in the bathroom, (Che, Rct)
56

Finishing
Delighter
Customized fittings - flooring, kitchen and bathroom fittings etc.

To go with their preference and peoples taste differs in finishing
And suiting different pockets
As per the builders choice if we dont like then we can pay extra & ask him to get the
tiles of our choice (Ahm, Rct)
It should be like, that the builder should give kitchen and bathroom raw and then there
should be an option, if you wish to take it this fitting, then 1 Lac, with that fitting, 2 Lacs
and with this fitting, 3 Lac (Gur, Int)
Some preferred lighter shades of wall tiles in kitchen to make it look brighter. There
should be option of customization to full fill our requirement (Kol, Int)
57

Conclusion
58

Conclusion and way forward
Optimum utilization of space

Gives them feeling of spaciousness
Provision for good ventilation and sunlight
makes the house more lively
Add ons will be extra space as balcony,
Interior layout design utility area and extra passage area
Convenience Close proximity to facilities

Saves time in daily travel
Similar social class
Helps to mix around easily
Location and surrounding Reflection of their image
59

Structural design
It adds to the aesthetic and uniqueness
Exterior
Safety and security

House - with help of intercom facility
And in car park
Smooth lifestyle
24 hrs water, power back up, gas pipeline etc.
Facilities
60

Provides better lifestyle and gives

image of high class
Amenities
Branded fittings
Aesthetic
Durability
Finishing Reflection of high status

image
61

62

Appendix
63

Other
Tie up with hospital

It was not given any consideration while buying property but seen as value add
We are not much interested if they have tie up or not (Che, Rct)
If they give then its ok (Ban, Int)
This is good to have , like if somebody gives then we can take it (Gur, Int)
64

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Understanding Key Purchase Drivers in Decision

Making of Residential Property

Prepared for Godrej Properties

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Understand key purchase drivers for mid segment properties

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Module Methodolog Group Centers Total

Total 8 Focus Group Discussion

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Type of property buyer

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Whom did we meet

Spontaneous Association with the HOUSE

Current problems faced leading to importance of driver to purchase

Consideration of different parameters before purchase

Detailed understanding of each parameter and its importance

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Weekends relaxing time with family

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Nowadays kids also don't Its a symbol of our

We have freedom in our Freedom Convenience

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Family security and safety always begins from home. The

Things that adds value to their image and empowers them in

Good builder/promoter name gives them indication of

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Exterior structural design

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Copyright 2012 The Nielsen Company. Confidential and proprietary.

Hygiene Basic expected facility

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Height of the roof Size of the house

View from the house

Copyright 2012 The Nielsen Company. Confidential and proprietary.

For aesthetic value - makes it look more spacious

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The balcony should be big enough to accommodate single person swing

Washing area /drying area/storage

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Also helps to save energy

Large sized master bedroom with attached bathroom

Copyright 2012 The Nielsen Company. Confidential and proprietary.

In Ahmedabad they dont like balcony overlooking any water body as it

Copyright 2012 The Nielsen Company. Confidential and proprietary.

A small puja room culturally everything related to God is preferred to keep

If puja room is provided then

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Accessibility to the highway Proximity from main city

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Away from slum area

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Better connectivity for convenience -

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Similar status People in surrounding