A STUDY ON MARKETING OF HOUSING FLATS IN COIMBATORE CITY – CUSTOMER PERSPECTIVE

The basic needs of the mankind are food, clothing and shelter. Of these, housing/shelter is not only a basic need but it also provides a sustainable base for up gradation of the economic status and quality of life of the people. This study explains the preference of consumers towards housing flats, moreover, the effect in corporation performance based on consumer behavior and recognition of the quality of residential environment of housing flats. Residential environmental satisfaction is comprised of resident’s satisfaction, apartment building satisfaction, environmental satisfaction, societal satisfaction, relationship satisfaction and corporation performance. The idea of the flat is launched mainly with the objective to overcome the scarcity of land. Nowadays, the preference towards housing flats is developed in the society due to economical improvements and changing trends. Hence the study examines consumer’s attitude, preference, their views, ideas, needs and the criticisms about the housing flats