MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Consumer Behavior & Market Research

Analyzing Real Estate Consumer Behavior and Preferences in the Digital ERA: a Study of Online Marketing Impact on Property Purchase Decisions in Bengaluru Smart City

  1. MITHUN
  2. ROOPADARSHINI S

Abstract

Our study aims to investigate the impact of online marketing on real estate consumer behavior within Bengaluru's Smart City. The primary objectives include assessing the influence of online marketing strategies, understanding buyer preferences for digital tools, and exploring the significance of innovative marketing technologies in shaping consumer behavior and decision-making in the real estate sector. The research employs a mixed-methods approach combining quantitative and qualitative methodologies. The quantitative phase involves a structured questionnaire administered to 200 participants. Concurrently, qualitative insights are gathered through interviews with industry professionals and consumers. The study utilizes statistical analysis and thematic coding to analyze quantitative survey data and qualitative interview findings, respectively. The research findings reveal insights on online marketing's impact on real estate consumer behavior. Around 60% deemed online marketing highly influential in property purchases. Notably, 45% valued user-friendly websites, 55% were influenced by visual content and tours, and 60% favored property-related email campaigns. Younger demographics preferred social media, while older groups valued detailed websites. Over 70% acknowledged targeted advertising, with 60% showing interest in smart home features and AR/VR technology. The study underscores the pivotal role of effective online marketing strategies in influencing real estate buyer decisions in Bengaluru's Smart City. The findings emphasize the need for real estate marketers to adapt their strategies to meet evolving consumer expectations and leverage innovative technologies to enhance buyer engagement and decision-making processes
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