INTRODUCTIONThe long, eventful and consequently the very successful journey for Airwil Group began with a single step when Mr. Sanjay Kumar founded the company in 1998. Blessed with superior creative faculties, razor sharp intellect and boundless energy, Mr. Sanjay introduced several progressive changes and love for futuristic architectural and engineering technologies soon translated into a number of projects that enabled the group to rewrite the Indian real estate rule book. Within a short period of time, the company was able to successfully deliver 2 big ambitious projects, changing the very landscape of Delhi-NCR. Airwil is one of the leading projects in the real estate market. It is an integrated first of its kind IT park of the future. As the world is still going on by the usual one at a time philosophy , we present to take home double benefits. Customer satisfaction is the main motto of or company. Therefore we present a never before combination of enterprise, technology & professionalism with a view of enhancing consumer satisfaction.Over the last few years, Airwil have built an enviable reputation based on excellence, commitment and expertise. We intend to further strengthen our brand with the highest levels of innovation, product excellence and customer trust. We have a number of distinguished property development projects to our credit in upcoming towns in India. All our projects are designed for complete peace of mind for our customers. Airwil give primary significance to location while making decisions related to real estate. As a strategic policy, they focus on main business districts of important cities for our commercial projects for all residential projects; we ensure the best location in terms of facilities, convenience and connectivity.The real estate sector in India assured greater prominence with the liberalization of the economy as the consequent increases in business opportunities and labor migration led to rising demand for commercial and housing space. At present the real estate and construction sector are playing a crucial role in overall development of India core infrastructure. The real estate industry growth is linked to development in the retail, hospitality and entertainment (hotels, resorts, cinema theatres) industries, economic services (hospitals, schools) and information technology (IT)-enabled service like call centres) etc and vice versa.Real estateis "property consisting of land and the buildings on it, along with itsnatural resourcessuch as crops, minerals, or water; immovable property of this nature; an interest vested in this an item of real property; (more generally) buildings or housing in general. Also: the business of real estate; the profession of buying, selling, or renting land, buildings or housing. Air will Group has been at the helm of the real estate industry for over 15 years, building residential and commercial with state-of-the-art unparalleled quality and ingenuity.Group has established its presence in real estate, education and health sector.

1.1 VisionTo fulfil the company vision Airwil incorporate professionalism, high ethical standards and innovative business practices and systems. Airwil values are honesty, integrity, and fairness in dealing with their clients, service providers, and colleagues. Airwil provide quality training and excellent education to their staff for better output. To provide more than satisfactory products/ services to the customer.

Strong belief in engaging in the sustainable practices.

Anticipate the needs of customers to make the relationship not just for business but forever.

1.2 Mission

To be a strategic, path defining and invaluable asset creator in the real estate universe.

Ensure the highest standards of professionalism.

1.3 Recent industry trendsDespite strong fundamentals backing the residential real estate the segment is highly influenced by economic cycle.Owing to global meltdown the residential real estate market in India too witnessed an astounding fall in demand and capital values between first half of 2008 and first half of 2009. However the sector experienced a pickup in demand during the second half of 2009 across major cities mainly attributed to improvement in economy. Residential projects across cities saw several new mid-income housing projects being launched by developers to attract potential buyers. Demand for houses mounted as the global economy improved brings back financial confidence to the home buyer along with low interest rates. End-user who had put their purchasing plans on hold due to the fall in affordability levels and job-related uncertainties started booking house.1.3.1 DelhiAn approximate 75% end-user presence makes this a largely end-user driven market. However there is a heavy financer in this micro market. Across delhi it has been observed that the transaction are at rates much higher than the designated circle rates. Circles rate are the minimum rates for the valuation of land and immovable properties in delhi. These rates are taken into consideration for registration related to land and immovable properties in delhi by all registering authorities. Land transactions are estimated at rates over 10 times of the circle rates in most parts of the capital city. According to delhi master plan 2021, greater efficiency and benefits through a unified metro transport authority has been targeted. Acknowledging increased vehicle density, the government is trying rope in private sector to develop parking facilities through multi level and underground parking spaces.1.3.2 GurgaonGurgaon markets have rechead a high level of appreciation. This year launches have been slow and the transaction volume have been low. However, over a 4-5 year periods the Gurgaon market will see good appreciation. This will be because of employment opportunities, heavy investor appetite and a strong broker community presence in this micro market. While golf course road and golf course road extension areas are seen the launch of a few high end properties and builders are looking at higher margin areas like dwarka express way are seen on account of affordability and the bet on the future infrastructure in that area.

1.3.3 NoidaThe market has ample supply and the demand has moderated while the fall of grater noida and noida extension market has benefited noida (rates have move in market on certain projects) , the situation if one of wait and watch, over a long term origin , the noida market will see a 10-15 % appreciation on the basis the healthy infrastructure story in noida and its heavy end user base. Farmer protests over land acquisition in noida and noida extension have slow down the market. We see a down side risk in capital value over the one year origin due to land issues and over supply situations. However, over the long term this sector will recover on account of good infrastructure and continued demand from the sub INR 3000sq. ft category home buyer.

1.3.4 Greater Noida and Noida extensionThe real estate market in gurgaon and noida are driven by very different dynamics they are intact at contrasting edge of the real estate spectrum in certain aspects The Haryana government in gurgaon allows developer to directly acquire land from farmers. Later the builder the builder applies to the government for infrastructure support for his project. So here acquisition is followed by completetion of the project and subsequently infrastructure support from the government.However, the uttar Pradesh government in noida follows a different model here the government directory a land from farmers. After which it draws a plan in terms of infrastructure sup-port of area and earmarks plots. The last stage involves accounting the plot to builder

1.4 Literature reviews on consumer buying behaviourConsumer behavior is one of the massively studied topics by the researchers and marketers in the past and still being studied. Researchers show different reasons as to why consumer behavior has been the topic of many academics and researchers. One of the common views is that understanding consumer behavior has become a factor that has a direct impact on the overall performance of the businesses (Kotler and Keller, 2012). Another view suggests that understanding consumer behavior has become crucial especially due to fierce competition in retail industry in the UK and worldwide (Lancaster et al, 2002). This chapter will introduce some other areas of research background of consumer behaviour addressing the works ofresearchersand marketers. Moreover, consumer decision making process, in particular, five stages of consumer decision making process will be discussed in detail.It is worth noting that consumer buying behavior is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).One of such studies of consumer buying behavior has been conducted by Acebron et al (2000). The aim of the study was to analyze the impact of previous experience on buying behavior of fresh foods, particularly mussels. In their studies the authors used structural equation model in order to identify the relationship between the habits and previous experience on the consumer buying decision. Their findings show that personal habits and previous experience on of the consumers have a direct impact on the consumers purchase decision in the example of purchasing fresh mussels. They also found that the image of the product has a crucial impact on the purchasing decision of the consumer and further recommended that the product image should continuously be improved in order to encourage the consumers towards purchasing.Another study conducted by Variawa (2010) analyzed the influence of packaging on consumer decision making process for Fast Moving Consumer Goods. The aim of the research was to analyze the impact of packaging for decision making processes of low-income consumers in retail shopping. A survey method has been used in order to reach the research objectives. In a survey conducted in Star Hyper in the town of Canterville 250 respondents participated. The findings of the research indicate that low-income consumers have more preferences towards premium packaging as this can also be re-used after the product has been consumed. Although the findings indicate that there is a weak relationship between the product packaging and brand experience. However, it has been proven by the findings of the research that low-income consumers have greater brand experience from the purchase of premium products when compared to their experience from purchasing cheap brand products.Lee (2005) carried out study to learn the five stages of consumer decision making process in the example of China. The researcher focuses on the facts that affect the consumer decision making process on purchasing imported health food products, in particular demographic effects such as gender, education, income and marital status. The author employed questionnaire method in order to reach the objectives of the research. Analysis of five stages of consumer decision making process indicate that impact of family members on the consumer decision making process of purchasing imported health food products was significant.The author further explains this by the fact Chinese tradition of taking care of young and old family members have long been developed and marriage is considered to be extremely important in Chinese tradition. This reflects in the findings of the study that the purchase of imported health food products made by a person for the people outside the family is declined significantly by both male and female Chinese after they get married.Five Stages Model of consumer decision making process has also been studied by a number of other researchers. Although different researchers offer various tendencies towards the definitions of five stages, all of them have common views as they describe the stages in similar ways. One of the common models of consumer decision making process has been offered by Blackwell et al (2006). According to him, the five stages of consumer decision making process are followings:problem/need recognition, information search, evaluation of alternatives, purchase decision made and post-purchase evaluation.Each stage is then defined by a number of researchers varying slightly but leading to a common view about what each stage involves. For example, according to Bruner (1993) first stage, need recognition occurs when an individual recognizes the difference between what they have and what they want/need to have. This view is also supported by Neal and Questel (2006) stating that need recognition occurs due to several factors and circumstances such as personal, professional and lifestyle which in turn lead to formation of idea of purchasing.

In the next stage, consumer searches information related to desired product or service (Schiffman and Kanuk, 2007). Information search process can be internal and external. While internal search refers to the process where consumers rely on their personal experiences and believes, external search involves wide search of information which includes addressing the media and advertising or feedbacks from other people (Rose and Samouel, 2009).Once the relevant information about the product or service is obtained the next stage involves analyzing the alternatives. Kotler and Keller (2005) consider this stage as one of the important stages as the consumer considers all the types and alternatives taking into account the factors such as size, quality and also price.Backhaus et al (2007) suggested that purchase decision is one of the important stages as this stage refers to occurrence of transaction. In other words, once the consumer recognized the need, searched for relevant information and considered the alternatives he/she makes decision whether or not to make the decision. Purchasing decision can further be divided into planned purchase, partially purchase or impulse purchase as stated by Kacen (2002) which will be discussed further in detail in the next chapters.Finally, post-purchase decision involves experience of the consumer about their purchase. Although the importance of this stage is not highlighted by many authors Neal et al (2004) argues that this is perhaps one of the most important stages in the consumer decision making process as it directly affects the consumers purchases of the same product or service from the same supplier in the future.The most noteworthy writers that serve as academic advocates of The Five Stage Model of consumer decision making include Tyagi (2004), Kahle and Close (2006) Blackwell et al. (2006), and others.It is important to note that The Five Stage Model is not the only model related to consumer decision-making, and there are also a range of competing models that include Stimulus-Organism-Response Model of Decision Making developed by Hebb in 1950s, Prescriptive Cognitive Models, The Theory of Trying (Bagozzi and Warsaw, 1990), Model of Goal Directed Behaviour (Perugini and Bagozzi, 2001) and others. All of these models are analysed in great detail in Literature Review chapter of this work.

Research methodology

1.9 SOURCES OF DATA COLLECTION:There are two sources of data collection:a) PRIMARY DATA: Primary data basically consist of questionnaire. The following are the steps which were used: For collecting the primary data a survey was done through questionnaire, which was personally given to the customers and was filled through interacting with different people. Studying the different types of products being offered. Finally analyzing the responses of various the respondents.

b) SAMPLE SIZE: The analysis consists of 30 numbers of person.

c) SECONDARY DATA: Secondary data was collected from following sources: Magazines Newspapers Internet, etc.

1.10 OBJECTIVES

PRIMARY OBJECTIVES: To conduct a market study for Outlook Business Magazine in South Delhi. To assess the Consumer perspective of Business Magazine with respect to price, content and brand

SECONDARY OBJECTIVES: Competitive analysis of outlook business magazine and identification of probable destinations where outlook business magazine can be targeted. (Generation of sales) To suggest feasible and viable strategies to increase the sales of outlook business magazines.