Customer Profile of Potential Apartment

Buyers of Dhaka City

Based on Primary Data 2010

North South University

Table of Content
Pg.
Executive Summary.………………………………………………………………………………… 01
Problem Definition ………………………………………………………………………………….. 02
Background to the Problem…………………………………………………………………………. 03
Statement to the Problem…………………………………………………………………………… 03
Approach to the Problem……………………………………………………………………………. 03
Research Hypothesis…………………………………………………………………………………. 04
Research Design …………………………………………………………………………………….. 04
Scheduling…………………………………………………………………………………………… 04
. 05
Information Needs……………………………………………………………………………..…….. 05
Data Collection from Secondary Sources …………………………………………………………... 06
Data Collection from Primary Sources…………………………………………………………….. 06
Sampling Techniques ……………………………………………………………………………... 07
Field Work…………………………………………………………………………………………… 07
Data Analysis ………………………………………………………………………………………... 38
Hypothesis Test……………………………………………………………………………………… 43
Findings……………………………………………………………………………………………… 43
Limitations and Caveats ….…………………………………………………………………………. 44
Opportunities for Additional Research …………………………………………………………..…. 44
Conclusion..…………………………………………………………………………….................. 45
Appendix ……..………………………………………………………………………………………
Executive Summary
‘Readymade apartments for sale’ and the war for buying one has become a very much popular
trend in Bangladesh. Therefore this housing industry has made a significant growth over past
years. Various developers such as Building Technology and Ideas Ltd., Navana Real-estate
Limited, Rehab Housing, Eastern Housing Limited (EHL), Concord Grouphave been re-known
names in the housing industry in this regard. For years, they have been able to attract consumers
of all age groups and grabbed a large market. In addition to sustaining the role of being the
leading real estate developers in Bangladesh, their focus now is to make their brands
internationally known. Based on the home-grown success the companies look to enter the
international market and make the brands’ presence felt globally. However, in spite their
popularity in the country, there exists few questions and challenges in front of these large
developers about which they need to rethink and those challenges have become our purpose of
the research.

As it is a marketing research course it is important to have a little knowledge of what exactly a

marketing research is and what we are doing projects. According to the book, marketing research
is the systematic identification, collection, analysis, dissemination, and use of information for the
purpose of assisting management in decision making related to the identification and solution of
problems in marketing. A set of seven steps defines the tasks to be accomplished in conducting a
marketing research study. These steps include problem definition, development an approach to
the problem, research design formulation, fieldwork, data preparation and analysis, results and
report preparation and presentation

The main purpose of this research is to find out the consumer profile of the mainstream
apartment buyers and their main choice in buying a suitable apartment. In order to do that we
first identified the key variables in relevance to our research. Then we selected the appropriate
research design which was the Conclusive Research as our method of conducting the research.
We targeted all consumer groups as our representative sample and used the Survey Technique to
measure the responses. After completing the survey we put the data in SPSS and have gone
through statistical analyses, such as Cross Tabulation & Chi-square test. Finally we mentioned a
few limitations of our research and some important points for the consumers as well as the
developers.

Problem Definition
Though the existing developers have established themselves as one of the strongest brands in
Bangladesh, they are now thinking to be global brands. Before that they must know the
perceptions of Bangladeshi customers which will help them to understand the position among the
customers. Some are eager to know how the service quality and product offerings of the real
estate developers are affecting the customers. The decision problem of this research work is
“Who are the actual buyers of the apartments and on what basis they choose one developer over
another.” The research problem of this research project is “To determine the customers’
perceptions about product offerings and service quality of various developers.”

The main purposes of the research are:

• To identify customer purchase behavior of potential apartment/flat buyers

• To develop accurate customer profile of potential apartment/flat buyers
• To identify new trends in real estate industry
• To review future and potential apartment buyers knowledge and options about real
estate
• To find out the current position of the developers in the mind of consumer
• To find out the customers’ view about product offerings along with service quality
• To identify why one developer company is more popular than the other one
Background to the Problem
The present situation in Bangladesh is getting tough for the consumers because of the intense
competition in the housing industry and there are a lot of new developers entering the market in
the last couple of years who are performing very well. So the consumers are facing a dilemma in
choosing the right apartment. Our research is based on this problem and our aim is to find out
what customers think about the product quality and customer service of these developers and
what factors affect their decision making process while buying an apartment. We will also try to
find some solutions to these problems as well.

Statement to the Problem

To identify customer purchase behavior of potential apartment/flat buyers and to develop
accurate customer profile of the buyers

Approach to the Problem

For doing this research work we first decided which type of research design would be suitable
for such a problem. We followed descriptive research to do the research. We also evaluated each
and every primary and secondary source. At first we talked to some of the buyers of ready flats
which gave us a clear view how the questionnaire should be prepared. According to that we
prepared the questionnaire and did the survey. We took a sample population from different areas
of Dhaka so that it can be more reliable and well reflective of our problem. After getting the
questionnaires answered we did necessary analysis to come to the conclusion. For analyzing, we
used statistical tool SPSS and used Frequency Test, Cross Tabulation, Regression etc to analyze.
Research Hypothesis
We have selected four hypotheses regarding this problem:

 There is some association between size of the family and the purchase of the flat size.

 There is some association between educational level and developer selection.

 There is some association between consumer age level and availability of shopping
malls.

 There is some association between family income and preferred location.

Research Design
Research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining required information and its purpose is to design a
study that will test the hypothesis of interest, determine possible answers to research questions
and provide information needed for decision making. Our research design consists of various
parts which are integrated part of a research method.

Research design was one of the most important and significant issue while doing the research
paper. At first we understood the problem properly and according to that we took the steps for
doing the research.
Scheduling

No. Process Description Duration in

days
01 Pre research study and Questionnaire prepared and tested in the 02
design process field level.
02 Survey For survey 150 questionnaires are 07
conducted. A questionnaire contains 20
questions.
03 Data processing Crosschecking and data processing of 05
survey conducted with key information.
04 Data analysis and Data processed and analyzed 03
report writing and
Submission of report

Information Needs
As long as we have discussed about the research topic we have determined some the need of
some important information to conduct our research and related survey. Information is the most
precious and important material for every work in this world. As we are doing a research on
Housing industry so we had to collect all the necessary information regarding our research. We
talked to the customers and collected information from them about the different variables that
were used in our research paper. For example, price of different apartments, age of the
respondents, income level of the respondents and many other variables were needed to do the
research.
Data Collection from Secondary
Sources
Data collection is one of the most important parts of the research paper because the whole report
is based on the collected data from the different sources. It is important because the data has be
authentic, relevant and structured so that t can be used in the research. It’s also important because
the results of the research will depend on the data collected from different sources. In our
research paper we did not collected a lot of data from the secondary sources. It was done on the
primary data sources. As we needed a lot of information regarding the perception of the
customers so it was not possible to collect this information from any secondary source. We only
visited the official website of different developers and got very few information relating their
product offerings.

Data Collection from Primary

Sources
Our research is purely passed on the data collected from the primary sources. It is also good for
the research if it is done on the basis of primary sources because that will make the research
more close to the reality. As we needed a lot of information regarding the perception of the
customers so it was not possible to collect this information from any secondary source. So we
had to collect all the needed information from the customers through the interview session by
asking them different questions about the real estate industry. We collected many information
from number of respondents through the questionnaire and try to convert them into valid
information. We also visited offices of different developers to collect some information from the
management. So without the primary information it would have been impossible for us to do the
research on this topic.
Sampling Techniques
Sampling Unit

A survey was done on the 150 respondents who have actual and practical knowledge about the
real estate industry beforehand. Based on our topic and based on the nature of the problem we
followed the conclusive research method.

Population

The customers of the Housing industry can be people from all the age, occupational and sex
groups.

Fieldwork
We did fieldwork to gather the information from various developers within the Housing industry. We also
talked to some of the customers of these companies which gave us a clear view how the questionnaire
should be prepared. According to that we prepared the questionnaire and did the survey. We took a
sample population from different areas of Dhaka so that it can be more reliable and well reflective of our
problem.

Data Analysis
Age and Gender of the Respondents

Gender * Age Cross tabulation

Age Total
20-30 31-40 41-50 51 above
Gender Male 34 26 9 9 78
Female 14 6 5 0 25
Total 48 32 14 9 103

Analysis:Among the 103 respondents there are 34 male and 14 female

within the 20-30 age group which accounts for almost 47% of the total, 26
male and 6 females make up the 31-40 age group which accounts for close
to 32%, 9 male and 5 female falls under the 41-50 age group and only 9
male is accounted for in the 51 above age group. So, more male are included
in the survey than female.

Education level and Occupation of the Respondents

Education * Occupation Cross tabulation

Occupation Total
Student Service Holder Self Employed Housewife
Education HSC/A 10 0 2 2 14
level
Graduate 8 10 15 4 37
Post 1 35 15 1 52
Graduate
Total 19 45 32 7 103
Analysis: The educational and occupational data reveals that with the
HSC/A level segment there are 10 students, 2 self employed and 2
housewives which accounts for almost 14% of the total population. The next
segment graduate contains 8 students, 10 service holders, 15 self employed
and 4 housewives which accounts for 37% of the total population. The post
graduate criteria contains 1 student, 35 service holders, 15 self employed
and 1 housewife which is the largest portion 52% of the total.

Question 1: Are you interested to buy an apartment now or in near future?

Interested
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Yes 103 100.0 100.0 100.0
No 47 0.0 0.0 0.0
Total 103 100.0 100.0
Analysis: When we asked our respondents about whether they are interested to buy an apartment
now or in near future out of 150 sample size 69% respondents think that they are interested to
buy a apartment now or near future. 31% of our respondents are said that they are not interested
to buy an apartment. So we can say that major portion of our population size is interested to
purchase an apartment. . So this is a great opportunity for the apartment business concept, as
taking this opportunity will make the business successful in the long run.
Question 2: Why do you want to buy an apartment?

Why Buy
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Accommodation 25 24.3 24.3 24.3
For Investment (to sale 26 25.2 25.2 49.5
it or rent it)
For better living 52 50.5 50.5 100.0
standard
Total 103 100.0 100.0

Analysis: We asked our respondents that what is the reason behind their decision of
purchasing apartment now or in near future. 51% of our respondents think that they would buy a
new apartment for better living standard. This portion of sample size are not care about money
they want a good apartment so that they could live comfortably. Than 25% respondent said that
they will buy a apartment for investment purpose. They will buy the apartment then they could
give rent or resale the apartment. Finally 24 % of our respondent thinks they will buy a
apartment for accommodation. So major portion of our respondents thinks that they will buy a
apartment for better living standards.
Question 3: Why you don’t want to buy an apartment?

Why Don’t
Frequency Percen Valid Cumulative
t Percent Percent
Valid I have my own house to 30 20.0 20.0 20.0
live
I’m living in a rented 7 5.3 5.3 25.3
house and I have no
accommodation problem
Apartments are too 10 6.7 6.7 32.0
expensive
Missing 103 68.0 68.0 100.0
Total 150 100.0 100.0

Analysis: As we see that 31% of 150 sample size said that they are not interested to purchase
a apartment. We ask them what the reason behind their decision is. Out of47 respondents 64 %
respondents said that they have their own house to live so they don’t need to buy a new one.
Then 21% of respondents said that they are living in a rented house and they have no
accommodation problem. They are satisfied by their current residents. Finally 15% of 47
respondents said that apartment is too expensive. They are not capable to purchase a new
apartment.
Question 4: What is your average monthly income (in BDT)?

Monthly Income
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 5,000-15,000 16 15.5 15.5 15.5
15,000- 36 35.0 35.0 50.5
30,000
30,000- 27 26.2 26.2 76.7
45,000
45,000 above 24 23.3 23.3 100.0
Total 103 100.0 100.0

Analysis: The average Monthly income of our 150 respondents is TK. 5,000 – 45,000 above.
Besides this 35% of respondents said that their monthly income is TK. 15,000- 30,000, 26.2%
respondents said that their monthly income is TK. 30,000-45,000. Then 23% respondent said that
their monthly income is TK. 45,000 above and finally 15.5% respondents said that their monthly
income is TK. 5,000 – 15,000. So we can see that major portion of our respondents monthly
income is TK. 15,000- 30,000.
Question 5: What is your average family income (in BDT)?

Family Income
Frequen Percen Valid Cumulative
cy t Percent Percent
Valid 20,000Tk-40,000 Tk 18 17.5 17.5 17.5
40,000 Tk -60,000 Tk 23 22.3 22.3 39.8
60,000 Tk -80,000 Tk 30 29.1 29.1 68.9
80,000 Tk -1, 00,000 11 10.7 10.7 79.6
Tk
1, 00,000 Tk above 21 20.4 20.4 100.0
Total 103 100.0 100.0

Analysis: When we ask our respondents about their average family income 29.1% respondents
said that their average family monthly income is 60,000Tk -80,000 Tk. 22.3% said that their
average family monthly income is 40,000 Tk -60,000 Tk and 20.4% said that their average
family monthly income is 1, 00,000 Tk above. Then 17.5% respondents said that their average
family monthly income is 20,000Tk-40,000 Tk. Finally 10.7 respondents said that that their
average family monthly income is 80,000 Tk -1, 00,000 Tk. So we can see that major portion of
our respondents average monthly income is is 60,000Tk -80,000 Tk.
Question 6: Are you a dependent member of the family?

Dependency
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Yes 29 28.2 28.2 28.2
No 74 71.8 71.8 100.0
Total 103 100.0 100.0

Analysis: Out of 150 respondents 72% respondents think that they are not dependent member of
their family. Then 28% respondents said that they are dependable on their family. So we can see
that most of our respondents are not dependent member of their family.
Question 7: How many members does your family have?

Family Size
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 2- 4 55 53.4 53.4 53.4
5- 7 41 39.8 39.8 93.2
8- 10 3 2.9 2.9 96.1
11 4 3.9 3.9 100.0
above
Total 103 100.0 100.0

Analysis: Most of the respondents said that their family size is 2-4. Here we find that 53.4%
people have 2-4 family members. Mainly small families are more interested to buy an apartment.
39.8% people having 5-7 family size. Only 2.8% people said that their family size is 8-10. We
also find 3.9% people having 11 and above family members.
Question 8: Does any portion of monthly income come from a foreign remittance?

Foreign Money
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Yes 30 29.1 29.1 29.1
No 73 70.9 70.9 100.0
Total 103 100.0 100.0

Analysis: 70.9% respondents said that any portion of monthly income doesn’t come from
foreign remittance. So, most of the cases; they depend on their own income. Only 29.1% said
that some portion of monthly income come from foreign remittance.
Question 9: What is your preferred location for the apartment?

Location
Frequenc Percen Valid Percent Cumulative
y t Percent
Valid Gulshan 17 16.5 16.5 16.5
Banani 8 7.8 7.8 24.3
Baridhara 8 7.8 7.8 32.0
Bashundhora 10 9.7 9.7 41.7
Uttara 20 19.4 19.4 61.2
Dhanmondi 15 14.6 14.6 75.7
Mirpur 19 18.4 18.4 94.2
Mohammadpur 6 5.8 5.8 100.0
Total 103 100.0 100.0

Analysis: 19.4% respondents prefer Uttara as a location to buy an apartment. We find it’s the
most preferred location. They thought that, the cost will be less than Banani or Bashundhora.
18.4% people prefer Mirpur because of suitable location and cost. 16.5% prefer Gulshan, 14.6%
prefer Dhanmondi and 9.7% respondents prefer Bashundhora as a location. Only 5.8% people
said that they prefer Mohammadpur as apartment’s location; 7.8% prefer Banani and
Bashundhara.

Question 10: How much are you willing to spend on your apartment purchase?

Price
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 20,00,000Tk-35,00,000 20 19.4 19.4 19.4
Tk
35,00,000Tk 32 31.1 31.1 50.5
-50,00,000Tk
50,00,000 Tk 18 17.5 17.5 68.0
-70,00,000 Tk
70,00,000 Tk above 33 32.0 32.0 100.0
Total 103 100.0 100.0
Analysis: 32% are willing to spend 7,000,000 Tk and above to buy an apartment. They thought
if they spend these amounts of money, they can buy a perfect apartment which actually increased
their living standard. 31.1% people said they can spend 35,00,000 – 50,00,000 tk for apartment.
19.4% are willing to spend 20,00,000 – 35,00,000 tk and only 17.5% respondents said they are
willing to spend 50,00,000 – 70,00,000 tk to buy an apartment.
Question 11: What should the preferred size of the apartment?

Flat Size
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 300-450 sqft 2 1.9 1.9 1.9
450-600 sqft 7 6.8 6.8 8.7
600-750 sqft 16 15.5 15.5 24.3
750-900 sqft 12 11.7 11.7 35.9
More than 900 66 64.1 64.1 100.0
sqft
Total 103 100.0 100.0

Analysis: 64.1% of the people prefer more than 900 sqft flat size. They thought it will be more
comfortable for them. So, they need enough space for living. 15.5% prefer 600-750 sqft, 11.7%
prefer 750-900 sqft, 6.8% prefer 450-600 sqft and only 1.9% respondents prefer 300-459 sqft for
the size of their flat. We find that people do not prefer very small size flat for living.
Question 12: Which floor is preferable for your apartment?

Floor
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 1st floor 3 2.9 2.9 2.9
2nd floor 34 33.0 33.0 35.9
3rd floor 26 25.2 25.2 61.2
4th floor 6 5.8 5.8 67.0
5th floor 12 11.7 11.7 78.6
6th floor and 22 21.4 21.4 100.0
above
Total 103 100.0 100.0

Analysis: 33% prefer 2nd floor. Most of them thought that 2nd floor is more suitable for them.
25.2% prefer 3rd floor, 21.4% prefer 6th floor and above, 11.7% prefer 5th floor, 5.8% prefer 4th
floor and only 2.9% respondents prefer 1st floor for living in the apartment. So, very few
respondents prefer 1st floor.

Question 13: How many apartments should be there in the building?

Flats
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 5-10 52 50.5 50.5 50.5
11-15 30 29.1 29.1 79.6
16-20 17 16.5 16.5 96.1
more then 4 3.9 3.9 100.0
21
Total 103 100.0 100.0

Analysis: 50.5% prefer 5-10 apartments in the building. Most of the respondents think it’s not
necessary to huge apartments should be there in the building. So, they refer 5-10 apartments.
29.1% prefer 11-15 apartments, 16.5% prefer 16-20 apartments and 3.9% prefer more than 21
apartments in the building.
Question 14: Do you want to pay for garage space?

Garage Pay
Frequenc Percent Valid Cumulative
y Percent Percent
Vali Yes 69 67.0 67.0 67.0
d No 34 33.0 33.0 100.0
Total 103 100.0 100.0

Analysis: 67% of the respondents want to pay for the garage. Most of them have their own car
and other transport vehicle, that’s why they want to pay for the garage, where around 33%
respondents don’t want to pay for the garage space. Most of them might not have any private
transport vehicle.
Question 15: How much service charge you’re willing to pay (BDT)?

Service Pay
Freque Perce Valid Cumulative
ncy nt Percent Percent
Valid 2,000TK-3,000 TK 46 44.7 44.7 44.7
3,000 TK -4,000 24 23.3 23.3 68.0
TK
4,000 TK -5000 TK 27 26.2 26.2 94.2
5,000 TK above 6 5.8 5.8 100.0
Total 103 100.0 100.0

Now-a-days, every person has to pay a fair amount of money as service charge while staying in
the apartments. It includes the security guards salary, and maintenance charge of the machines
used in daily life such as, water pumps, and others. So the service charge is one of the common
factors of the apartments. According to our survey, about 45% respondents want to pay fewer
service charges of BDT 2000-3000. 23% want to pay around BDT 3000-4000 as the service
charge and around 26% of them want to pay the normal rate of BDT 4000-5000. There were only
few respondents, only 5%, who wanted to pay more than BDT 5000 as the service charge.
Question 16: From which developer you would like to buy your apartment?

Developer
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Concord 21 20.4 20.4 20.4
Asset 28 27.2 27.2 47.6
Development
Dom-inno 25 24.3 24.3 71.8
BDDL 7 6.8 6.8 78.6
Assurance 1 1.0 1.0 79.6
Bti 3 2.9 2.9 82.5
Other 18 17.5 17.5 100.0
Total 103 100.0 100.0

Analysis: In present day, the reputation of the developer is also an important factor while buying
an apartment. People do not buy apartments from any unknown developer because they might
cheat or their plan might not be suitable for them. According to our survey, 27% respondents
want to buy apartments offered by Asset Developments, which is one of the well known
developers in the country. 24% want to buy from Dom-inno and 20% want to buy from Concord.
Where only few respondents want to buy from the less known developers, 6.8% want from
BDDL, 2.9% want from Bti, only 1% of them want it from Assurance. On the other hand, around
17% of the respondents want from their desired developer which is listed as others.
Question 17: What should be the payment method?

Pay Method
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Full 13 12.6 12.6 12.6
Payment
Installments 90 87.4 87.4 100.0
Total 103 100.0 100.0

Analysis: Payment method is one of the biggest factors in our country. As it is a developing
country, people do not have enough money to spend though they want to spend a lot. According
to our survey, majority respondents want to pay the amount of their apartment purchase price in
installments, where they can divide the whole amount into many small parts and pay monthly,
which might not affect in their economic condition. On the other hand, around 13% wants to pay
the whole amount instantly as full payment. This proportion of respondents might have a lot of
money and do not want to face any type of trouble while paying in installments.
Question 18: What is the preferred time of delivery?

Delivery Time
Freque Percen Valid Cumulative
ncy t Percent Percent
Vali Within 1-3 years 48 46.6 46.6 46.6
d Within 3-5 years 36 35.0 35.0 81.6
More than 5 years 6 5.8 5.8 87.4
I don’t want to wait, I 13 12.6 12.6 100.0
want ready flat
Total 103 100.0 100.0

Analysis: Time of delivery is an important factor while buying an apartment. In many cases,
the price of the apartment mostly depends on the delivery time. The less delivery time the more
the price, and the more the delivery time the less the price. According to our survey, majority
respondents, 46% want their apartments to be handed over within 1-3 years. About 35% wants it
within 3-5 years and a very few, around 5% wants it more than 5 years. But 13% respondents
want ready flats, because they do not want to wait.
Question 19: In case of full payment how much discount is expected?

Exp Discount
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 5%-10% 26 25.2 25.2 25.2
11%- 26 25.2 25.2 50.5
15%
16%- 51 49.5 49.5 100.0
20%
Total 103 100.0 100.0

Analysis: In buying an apartment, the payment method and the discount rate over full payment is
a very important factor. According to our survey, majority respondents want maximum discount
on full payment, around 51% want the discount rate to be 16%-20%. Where 26% respondents
want moderate discount rate of 11%-15% and other 26% want low discount rate of 5%-10%,
may be the low discount rate is accepted to encourage the installment payment method.
Question 20: What are the criteria you consider while buying an apartment?

Price Factor
Frequen Percen Valid Cumulative
cy t Percent Percent
Valid Strongly 86 83.5 83.5 83.5
Agree
Moderately 13 12.6 12.6 96.1
Agree
Neutral 4 3.9 3.9 100.0
Total 103 100.0 100.0

Price is the most important factor while buying an apartment indiscriminate of the age, gender,
occupation of the respondent and almost 90% are very sensitive of the price factor.
Goodwill of Developers

Frequenc Percent Valid Cumulative

y Percent Percent
Valid Strongly Agree 45 43.7 43.7 43.7
Moderately Agree 40 38.8 38.8 82.5
Neutral 16 15.5 15.5 98.1
Moderately 2 1.9 1.9 100.0
Disagree
Total 103 100.0 100.0

Goodwill is also a very important factor in making the purchase decision of an apartment.
Almost 70% of the respondents are strongly in favor of the goodwill of the developer in choosing
an apartment.
Near to main road
Frequen Percent Valid Cumulative
cy Percent Percent
Valid Strongly Agree 22 21.4 21.4 21.4
Moderately 45 43.7 43.7 65.0
Agree
Neutral 22 21.4 21.4 86.4
Moderately 3 2.9 2.9 89.3
Disagree
Strongly 11 10.7 10.7 100.0
Disagree
Total 103 100.0 100.0

Most of the respondents prefer the apartment to be close to main road, almost 65% of them. But
the rest rather prefers to remain neutral as main road means lots of pollution, noise and other
gambling’s.
Noise Free Environment
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Strongly Agree 67 65.0 65.0 65.0
Moderately Agree 22 21.4 21.4 86.4
Neutral 11 10.7 10.7 97.1
Moderately 3 2.9 2.9 100.0
Disagree
Total 103 100.0 100.0

The result of this noise free environment is quite interesting, though most of the respondents
(about 87%) want a noise free environment almost all of them want their apartment to be close to
main road.
Availability of Public Transport
Frequen Percen Valid Cumulative
cy t Percent Percent
Valid Strongly Agree 51 49.5 49.5 49.5
Moderately 35 34.0 34.0 83.5
Agree
Neutral 13 12.6 12.6 96.1
Moderately 3 2.9 2.9 99.0
Disagree
Strongly 1 1.0 1.0 100.0
Disagree
Total 103 100.0 100.0

The necessity of public transport is also an important issue while choosing the right apartment,
almost 87% of the respondents wants public transport facilities near their apartment, very few
respondents are against the issue.
Availability of HealthCare Facilities
Frequency Percent Valid Cumulative
Percent Percent
Valid Strongly Agree 26 25.2 25.2 25.2
Moderately Agree 31 30.1 30.1 55.3
Neutral 42 40.8 40.8 96.1
Moderately Disagree 3 2.9 2.9 99.0
Strongly Disagree 1 1.0 1.0 100.0
Total 103 100.0 100.0

Irrespective of the importance of health care facilities around the apartment our respondents are
not quite sure about this criterion while choosing their apartment. 55% of them want health care
and the rest are unsure of the fact.
Availability of Educational Institutions
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Strongly Agree 25 24.3 24.3 24.3
Moderately Agree 35 34.0 34.0 58.3
Neutral 39 37.9 37.9 96.1
Moderately 2 1.9 1.9 98.1
Disagree
Strongly Disagree 2 1.9 1.9 100.0
Total 103 100.0 100.0

While choosing an apartment our respondents, in fact 60% of them agreed that they want
schooling facilities around their apartment and the rest are in a neutral position.
Near to Workplace
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Strongly Agree 31 30.1 30.1 30.1
Moderately Agree 18 17.5 17.5 47.6
Neutral 46 44.7 44.7 92.2
Moderately 8 7.8 7.8 100.0
Disagree
Total 103 100.0 100.0

Interestingly enough only 47% of the respondents want their workplace to be near to their
apartments and the rest do not put any sort of emphasis on this criterion.
Availability of Banks
Frequency Percent Valid Cumulative
Percent Percent
Valid Strongly Agree 46 44.7 44.7 44.7
Moderately Agree 20 19.4 19.4 64.1
Neutral 34 33.0 33.0 97.1
Moderately Disagree 2 1.9 1.9 99.0
Strongly Disagree 1 1.0 1.0 100.0

Total 103 100.0 100.0

Banks and other banking facilities seem to be an important factor while choosing a suitable
apartment. Almost 70% of the respondents want banking facilities around their apartment and the
rest disagrees.
Availability of Shopping Malls
Frequen Percent Valid Cumulative Percent
cy Percent
Valid Strongly Agree 16 15.5 15.5 15.5
Moderately 42 40.8 40.8 56.3
Agree
Neutral 39 37.9 37.9 94.2
Moderately 2 1.9 1.9 96.1
Disagree
Strongly 4 3.9 3.9 100.0
Disagree
Total 103 100.0 100.0

The analysis shows that shopping mall are not that an important factor as the previous ones. Only
16% strongly agrees that malls are important and 42% moderately agrees; the rest 40% are in a
neutral position.
Hypothesis Test
Here, we are going to do some cross tabs analysis and Chi- Square tests for better analysis of the
research and derive best possible output from the research. We determined to conduct and run
cross tabs and Chi-Square analysis for some important aspects and points of this report which
would be supporting for testing our main hypothesis. Some fields we have conducted our cross
tabs and Chi- Square tests are-

 There is some association between size of the family and the purchase of the flat size.

 There is some association between educational level and developer selection.

 There is some association between consumer age level and availability of shopping
malls.

 There is some association between family income and preferred location.

Now, we are going to analyze and interpret all these to get supporting points for our main
hypothesis.
 1. Customer’s attitude towards flat size in accordance to the number of family
members.

Ho: There is some association between size of the family and the purchase of the flat size.

H1: There is no association between size of the family and the purchase of the flat size.

Family Size * Flat Size Cross tabulation

FlatSize
300-450 sqft 450-600 sqft 600-750 sqft 750-900 sqft More then 900 Total
sqft
FamilySize 2-4 1 4 12 10 26 55
5-7 1 0 1 0 37 41
8-10 0 0 0 1 2 3
11 0 0 2 1 1 4
above
Total 2 4 15 12 66 103

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 30.455a 15 .010
Likelihood Ratio 37.385 15 .001
Linear-by-Linear Association 2.479 1 .115
N of Valid Cases 103

Decision: Here α= 2.5% or 0.025 and the Sig. value is 0.010. So, we have to accept the Ho.
Therefore, the decision is there is some association between size of the family and the purchase
of the flat size.

2. Customer’s preference for particular developers depending on their level of

education.
Ho: There is some association between educational level and developer selection.

H1: There is no association between educational level and developer selection.

Education * Developer Cross tabulation

Developer Total
Concor Asset Dom- BDDL Assuran Bti Other
d Development inno ce
Education HSC/A level 2 2 3 2 0 0 5 14
Graduate 9 8 5 4 0 1 10 37
Post 10 18 17 1 1 2 3 52
Graduate
Total 21 28 25 7 1 3 18 103

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 20.309a 12 .061
Likelihood Ratio 22.278 12 .035
Linear-by-Linear Association 8.047 1 .005
N of Valid Cases 103

Decision: Here α= 2.5% or 0.025 and the Sig. value is 0.061. So, we have to Reject the Ho.
Therefore the decision is there is no association between educational level and developer
selection.

3. Customer’s attitude towards having shopping malls depending on their respective

age.

Ho: There is some association between consumer age level and availability of shopping malls.

H1: There is no association between consumer age level and availability of shopping malls.
Age * Malls Cross tabulation
Malls Total
Strongly Moderately Neutral Moderately Strongly
Agree Agree Disagree Disagree
Age 20-30 6 23 16 0 3 48
31-40 4 10 17 1 0 32
41-50 2 6 5 1 0 14
51 above 4 3 1 0 1 9
Total 16 42 39 2 4 103

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 17.704 12 .125
Likelihood Ratio 18.130 12 .112
Linear-by-Linear Association .800 1 .371
N of Valid Cases 103

Decision: Here α= 2.5% or 0.025 and the Sig. value is 0.125. So, Sig. value is greater than
the α. Therefore, we can reject the Ho and the decision will be there is no association between
consumer age level and availability of shopping malls.

4. Association between Family Income and preferred location.

Ho: There is some association between family income and preferred location.

H1: There is no association between family income and preferred location.

Family Income * Location Cross tabulation

Location Total
Gulshan Banani Baridhara Bashundhora Uttara Dhanmondi Mirpur Mohammadpur

Family 20,000- 0 2 2 1 1 0 11 1 18
Income 40,000
 40,000- 2 2 1 1 9 3 2 3 23
60,000
60,000- 2 1 2 7 3 10 3 2 30
80,000
80,000-1, 3 2 1 1 2 0 2 0 11
00,000
1, 00,000 10 1 2 0 5 2 1 0 21
above
Total 17 8 8 10 20 15 19 6 103

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 77.090 28 .000
Likelihood Ratio 75.135 28 .000
Linear-by-Linear 18.597 1 .000
Association
N of Valid Cases 103
a. 38 cells (95.0%) have expected count less than 5. The minimum expected count is .64.

Decision: Here α= 2.5% or 0.025 and the Sig. value is 0.000. So, Sig. value is greater than α.
Therefore, we can accept the Ho and the decision will be there is some association between family
income and preferred location.
Findings

We have done this research targeting 150 as the sample size and the people living in Dhaka city.
Our questionnaire contains all together 20 questions with a likert scale to support our hypothesis.
We used sample test analysis and chi-square test to support the analysis process. Our findings
show majority of the respondents of our sample population prioritize price, location, developer in
choosing their preferred apartment. However some of the respondents strictly mentioned that it is
good to have main road, banking and transportation facilities close to their apartment.
We have also seen that people give preference to their time and labor and want ready flats rather
than to wait for their investment. The respondents also are ready to pay high price and charge if
they are getting the most out of their investment.

Limitations and Caveats

Every marketing research will have some limitations. Therefore, while doing our
report we have also faced few limitations which are as follows:

 Time was the key constraints of our report. Due to lack of time we could not raise our
total sample size. Therefore lower sample size means more estimation error.
 Respondents give invalid and incorrect responses so it is difficult to measure the accuracy
of the responses. Thus, it can result in quantitative estimation error due to respondent
miscomprehension.
 Respondents’ unwillingness to fill up questionnaire properly.
 We could not get appropriate results in every statistical analysis due to random answers
given by respondents.
 Since apartment’s main customers are male the analysis and findings are dominated by
male respondents.
  Due to lack of proper time we could not have the geographic coverage which was very
much important.

Opportunities for Additional

Research
 Our research was done only for the people of Dhaka city. But in future we can conduct
same research for other areas.
 Our sample size was only 150, but there is a scope to select a much larger sample size
and conduct the research in future.
 We can conduct research by not only questionnaire but also by doing phone interview,
online survey as well.
 Also we can get information by observing consumers attitude or behavior for research.

Conclusion

After the successful completion of the research, we have found that our hypothesis is very
relevant. We have also found that there is a very attractive market for the apartment sellers and
buyers can get the best deal through various developers. Therefore, as per our research, we
would recommend investors and buyers to invest in the best possible area choosing the best
possible developer.
Log Book
Logs

Date Time Process Description Duration Members

(Days) Present

18th July, 2:30 pm Informal Division of the 1 Day All

2010 Meeting research work

25th July, 3:00 pm Formal Allocation of 1 Day All

2010 Meeting different research
materials
31th July, 3:00 pm Pre research Questionnaire 2 Days All
2010 study and prepared and tested
design process in the field level.
3rd August, 10:00 am Survey For survey 150 7 Days All
2010 questionnaires are
conducted. A
questionnaire
contains 20
questions.
6th August, 12:00 pm Data Crosschecking and 5 Days All
2010 processing data processing of
survey conducted
with key
information.
10th August, 10.00 am Data analysis Data processed and 3 Days All
2010 and report analyzed
writing and
Submission of
report
18th August, 8:00 am Finalize Submission of the 1 day All
2010 project
Questionnaire
The following survey contains questions about real estate specifically apartments. The findings from this
survey will be used to prepare a research paper. Your answers will remain anonymous and we‘d
appreciate your honest opinion to the questions.

Gender :

Male Female

Which age group are you in?

20-30 31-40

41-50 51 and above

Education Level:

SSC/O level HSC/A level

Graduate  Post Graduate

Occupation:

Student Service Holder

Self Employed Housewife

1. Are you interested to buy an apartment now or in near future?

Yes (Skip to question 3) No (Tick mark only Question 2)

3. Why do you want to buy an apartment? 2. Why you don’t want to buy an apartment?

Accommodation I have my own house to live.

For Investment (to sale it or rent it) I’m living in a rented house and I have no
accommodation problem.

Apartments are too expensive

For better living standard
4. What is your average monthly income (in BDT)?

5,000-15,000 15,000-30,000

30,000-45,000 45,000 above

5. What is your average family income (in BDT)?

20,000-40,000 40,000-60,000

60,000-80,000 80,000-1, 00,000 1, 00,000 above

6. Are you a dependent member of the family?

Yes No

7. How many members does your family have?

2-4 5-7

8-10 11 above

8. Does any portion of monthly income come from a foreign remittance?

Yes No

9. What is your preferred location for the apartment?

Gulshan Banani Baridhara Bashundhora

Uttara Dhanmondi Mirpur Mohammadpur

Other (Please Specify)______________________

10. How much are you willing to spend on your apartment purchase?

20,00,000Tk-35,00,000 Tk 35,00,000Tk -50,00,000Tk

50,00,000 Tk -70,00,000 Tk 70,00,000 Tk above

11. What should the preferred size of the apartment?

300-450 sq ft 450-600 sq ft

600-750 sq ft 750-900 sq ft

More then 900 sq ft

12. Which floor is preferable for your apartment?

1st floor 2nd floor 3rd floor

4th floor 5th floor 6th floor and above

13. How many apartments should be there in the building?

5-10 11-15

16-20  more then 21

14. Do you want to pay for garage space?

Yes No

15. How much service charge you’re willing to pay (BDT)?

2,000-3,000 3,000-4,000

4,000-5000, 5,000 above

16. From which developer you would like to buy your apartment?

Concord Asset Development Dom-inno

BDDL Assurance Bti
Alien Properties Other (Please specify)_____________

17. What should be the payment method?

Full Payment Installments

18. What is the preferred time of delivery?
 Within 1-3 years Within 3-5 years

More than 5 years I don’t want to wait, I want ready flat.

19. In case of full payment how much discount is expected?

5%-10% 11%-15% 16%-20%

20. What are the criteria you consider while buying an apartment?

Purchase price of the Apartment     

Goodwill of the Developers     
Near to main road     
Noise free environment     
Availability of public Transportation     
24x7 Health care facilities     
Good Educational institutions at walking distance     
Office/Business location at walking distance     
Banking facilities( Branches, ATM’s)     
Availability of Big Shopping malls at walking distance     

Thanks for your time!