EFFECTIVENESS OF CONSUMER PERCEPTION ON FLAT PURCHASE INTENTION IN CHENNAI

One of the basic necessities of every human being is shelter. Every individual seeks for a better place to fulfil this necessity. The sector of real estate is the one which helps the individuals to fulfil the need for a home for living. The real estate business helps to build houses, office buildings and other structures according to the needs and requirements of the people. The sector of real estate business is fast growing in developing countries like India, because of huge level of population, increased number of nuclear families and also because of the enhanced levels of income. The main aim of the study is to explore the effect of the perception of the consumers on the purchase intention of the consumers regarding apartments. The study is done among the customers of Chennai. Respondents are selected through simple random sampling. The data needed for the study is collected through a questionnaire and analysis is done using regression. Findings of the study reveal that the purchase intention was highly influenced by the consumer perception.