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Shodh Housing

Oriental Builders Limited is interested in targeting customers in the B1, B2, and C socio-economic segments with apartments priced between 700-900 sqft in Bengaluru. A market research study was proposed to assess the potential and preferences of target customers. Key recommendations included focusing on locations in East and South Bengaluru due to land costs and infrastructure. Focus group discussions and a questionnaire would be used to understand customer motivations, needs, and price sensitivity. Choice-based conjoint analysis was suggested to determine ideal product attributes. A sample of 800 consumers from nearby wards would provide insights on segmentation and purchase intentions.

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Vishal Jogani
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893 views12 pages

Shodh Housing

Oriental Builders Limited is interested in targeting customers in the B1, B2, and C socio-economic segments with apartments priced between 700-900 sqft in Bengaluru. A market research study was proposed to assess the potential and preferences of target customers. Key recommendations included focusing on locations in East and South Bengaluru due to land costs and infrastructure. Focus group discussions and a questionnaire would be used to understand customer motivations, needs, and price sensitivity. Choice-based conjoint analysis was suggested to determine ideal product attributes. A sample of 800 consumers from nearby wards would provide insights on segmentation and purchase intentions.

Uploaded by

Vishal Jogani
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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You are on page 1/ 12

SHODH

MARKET RESEARCH FOR ECONOMY


HOUSING
Submitted by:
Kanv Garg, PGP34219
Kushal Debnath, PGP34221
Rishabh Kohli, PGP34232
Srawesh Subba, PGP34240
Tushar Joshi, PGP34245
Tushita Mittal, PGP34246
Vishal Jogani, PGP34247
CASE BACKGROUND 2

● Bengaluru is a major center for IT and hosts a large


● An untapped segment of Economy Units market
number of tech firms and research organisations.
exist.
● Housing prices have appreciated by 13% on an
● Several real estate developers like Prestige Group,
average between 2008-13
Brigade Enterprises, DLF has entered in this
segment
.
Housing Slabs
Problem Statement

● Oriental Builders Limited has successfully


completed several mid-range apartments.
● Client is interested in targeting customers in B1, B2
and C socio-economic segments with apartments of
size ranging from 700-900 sq.ft.

Next Steps
● Collect Secondary Data
● Design the Moderator’s Guide for the focus groups
● Design a draft questionnaire
● Plan the conjoint study
● Develop sampling plan
Research Objectives 3

● Assess potential and market attractiveness of economy housing projects in Bengaluru


● Ascertain the demographic and psychographic profiles of prospective consumers and choose
the most potential segment
● Identify target segments’ motivations, deterrents and inhibitors of choice of economy housing
projects
● Determine price perception and future preferences of target consumers
● Develop product profiles for economy housing based on market research
● Find right positioning strategy and marketing mix for marketing the product
LOCATION ANALYSIS 4

● We would recommend the East and South Bengaluru locations for the project.
● East Bengaluru because it is one of the preferred locations and as it far from the city, so land would be cheaper
● South Bengaluru as all the basic amenities exist and there is good social infrastructure.
MARKET ATTRACTIVENESS AND FUTURE 5

POTENTIAL
● Some of the critical growth drivers are
a) Good Location
b) Affordable Prices
c) Basic Amenities
d) Employment Opportunities ● Deterrents to Purchase are:
e) Social Infrastructure a) Property Taxes
b) Maintenance upkeep
● Motivators for purchase are: c) Huge EMI repayments
a) Exorbitant rents in Premium areas
b) Distance to office from Cheap areas
c) Good Living Standards
d) Standard & Self-Esteem
CUSTOMERS INSIGHT 6

Power backup ATM Utilities Hospitals and chemist Indoor Gyms Security features

Park Water Facility Parking facility Gated society


Moderator’s Guide for FGDs 7

The GD would start by basic Next, the moderator can ask the
questions like age of participants, participants about what is the
in which locality their offices are, purpose of buying it : stay or rent
their monthly household income. and if the purpose would change if
its on a specific location
The moderator can ask the
participants what kind of
The moderator can now go for
accomodation they have
psychographic profiling like
currently have and what kind of
neighbours issue, loud music,
aspirations they have regarding
partying etc to understand
housing
compatibility factors

Now the participants can be asked


about if they have affordable The Moderator can finally ask how
housing near their workplace much the perception of builders
location, will they buy it or not and and developers effect the purchase
go upto what price behavior

Your Logo Here


Basic Format ofof Questionnaire
Basic Format Questionnaire 8

1. Respondent working in : Kanakapura □ JP Nagar □ BTM Layout □ Basavanagudi □ Banashankari


□ Bannerghatta Road □ Herohalli □ Other □

2. Are you staying in a rented place/company leased house? Yes □ No □

3. Do you own a house/flat/apartment in anyone of the above following places? Yes □ No□

4. Tick the locality where you intend to buy a flat/apartment: Kanakapura □ JP Nagar □ BTM Layout □
Basavanagudi □ Banashankari □ Bannerghatta Road □ Herohalli □ Other □

5. How many years you have been staying in the current location? …………………

6. What is the budget you have in mind to buy a flat/apartment/house in Bannerghatta Road and its
surroundings?
Less than INR 500,000 □
INR 500,000 to 800,000 □
INR 800,000 to 1,000,000 □
INR 1,000,000 to 1,200,000 □
INR 1,200,000 to 1,600,000 □
INR 1,600,000 to 2,000,000 □
Conjoint Analysis 9

There are three types 3 types of conjoint analysis namely: Adaptive Conjoint Analysis, Choice Based Conjoint
Analysis and Discrete Choice Conjoint Analysis

Choice Based Conjoint Discrete Choice


Adaptive Conjoint
Analysis Conjoint Analysis
Analysis

● Choice-based conjoint requires ● In Discrete Choice Model


● Adaptive conjoint analysis varies the respondent to choose their Respondents are shown different
the choice sets presented to products or services. In this case,
most preferred attribute from rather than ranking them, they are
respondents based on their
sets of 3–5 attributes.. asked to select the one they would
preference.
● The importance and preference be most likely to purchase.
● Adapting the conjoint scenarios
for the attribute features and ● It is a more realistic exercise for
to the respondent is based on the
individuals to indicate which
most important feature levels. levels can be mathematically product they would purchase.
● As each package is presented for deduced from the trade-offs ● Discrete choice allows for much
evaluation, the survey accounts made when selecting from the more complex statistical modeling
for the choice and then makes to be performed, which often
available choices.
the next question more efficient. yields better data.
Sampling 10

● Approximately 800 consumers, 25 in each nearby ward in Bangalore could be targeted.

● Basic questions like age, education, social class, family life cycle stage, purchase intention to buy an economy house
in Bangalore.

● 250 main interviews from selected consumers who intend to buy in the next 1 year need to be conducted.

● The case suggests stratefied random sampling of


Reality of 2012-2018 11

● New home launches peaked in 2014 in


Bangalore.
● From 2012-2014, on an average, home prices
doubled in the areas like Whitefield.
● The average price in whitefield area for a
2BHK was 2.5 Million INR.
● From 2002-2008, 25-35 age group was driver
of property boom.
● In 2017-2018, an average 60% of people who
bought homes were under 40, from 36% in
2013.
● Now 20-25% are under 30 buyers from 10 % in
2013.
THANK
YOU

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