The Role and Perception of Customer on Buying Behaviour Towards Real Estate Industry

Abstract

This present study aims to explore the various dimensions and role of customer perception and buying behavior towards the growth of real estate industry in Chennai city of Tamil Nadu. The researcher has adopted survey method to gather the primary information from individuals those who shown interest to purchase and invest in real estate industry. The statistical tools such as, percentage analysis, descriptive statistics, mean based ranking, cluster and discriminant analysis has been applied for 148 samples collected in the study area. The result indicates that three dominant dimensions are significantly determine the purchase of real estate such as, Economic consideration factor, Livilihood Consideration factor and growth factor. Further, the result indicates that two types of purchasers are in the realm of real estate industry namely, individual investor and return seekers significantly differentiated with three purchase consideration factors. The real estate industry provides higher earnings to the buyers across the country to have better investment decisions and economic growth. Thus, leads to higher industrial growth, enhancement in socio economic conditions, strengthening the financial system, increase in financial leverages and lending among the individuals through different types of financial institutions in India.