Evaluating the Impact of Marketing Communication Strategies on Customer Perception and Satisfaction in the Indian Real Estate Sector
Year: 2025
Type: article
Study design: Observational Study
Abstract: Urbanization, economic development, and changing consumer preferences have all contributed to India's real estate sector's tremendous growth and diversity in recent years. This study investigates the complex dynamics of marketing communication in the Indian real estate business, with a specific focus on its impact on consumer perception and subsequent customer satisfaction. Using convenience sampling, we collected data from five respected real estate businesses in India's National Capital Region, a major hub for real estate activity in the country. A systematic distribution of 340 surveys to actively involved clientele at various building sites provided 312 legitimate replies, representing a remarkable response rate of 78%. Our study confirmed that marketing communication has a significant positive influence on consumer satisfaction (β = 0.47, critical ratio [CR] = 3.88, p = 0.031), supporting hypothesis H1. Marketing communication has a considerable beneficial impact on consumer perception (β = 0.51, CR = 5.61, p = 0.011), confirming hypothesis H2. We observed that customer perception strongly leads to customer satisfaction in the real estate industry (β = 0.34, CR = 4.85, p = 0.000), supporting hypothesis H3. This study demonstrated the relevance of marketing communication in influencing consumer perception and satisfaction in the Indian real estate sector, allowing industry participants to better their marketing strategies and customer experiences.
Authors: Ameet Sao, Divya Pathak, Nitesh Rohilla, Surabhi Saxena, Sakshee Singh
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411194910