A STUDY OF CONSUMER BUYING BEHAVIOR

Consumer buying behaviour in the real estate sector is influenced by a wide range of economic, psychological, and social factors. This study aims to analyze the major determinants that affect consumer decision-making while purchasing residential and commercial properties. The research focuses on key variables such as price, location, brand reputation, amenities, and financial facilities. The study is based on primary data collected from 125 respondents through a structured questionnaire. Various statistical tools such as percentage analysis, Chi-square test, ANOVA, and correlation analysis were used to interpret the data. The findings reveal that location and pricing are the most important factors influencing consumer decisions, followed by construction quality and availability of amenities. It is also observed that customers prefer properties that provide better accessibility, security, and long-term investment benefits. The study highlights the increasing importance of digital platforms in shaping consumer behaviour. Social media, online advertisements, and customer reviews play a significant role in creating awareness and influencing purchase decisions. Many respondents indicated that they rely on online information and peer reviews before finalizing their purchase. Additionally, financial factors such as availability of home loans, EMI options, and flexible payment methods were found to have a strong impact on buying behaviour. Consumers from middle-income groups show a higher preference for affordable housing options with easy financing facilities. The research also identifies that customer satisfaction is directly linked to factors such as timely project completion, transparency in pricing, and quality of service. Satisfied customers are more likely to recommend the brand and consider future investments, indicating the importance of maintaining strong customer relationships. However, certain challenges such as delays in construction, hidden costs, and lack of transparency negatively affect consumer trust. These issues highlight the need for improved project management and better communication between developers and customers. In conclusion, the study emphasizes that real estate companies must adopt customer-centric strategies, maintain transparency, and utilize digital marketing effectively to influence consumer buying behaviour. Companies like Suncity can enhance their market position by focusing on quality, timely delivery, and strong customer engagement.