• Niharika Mishra
• PENUGONDA VENKTA PRAJEETH

Real estate sector is one of the universally recognized sectors where it is the process of selling and buying the land, buildings, apartments, and homes in a legal manner. In India after agriculture real estate is the second largest sector. Real estate sector consists of four sub-sectors namely retail, housing, hospitality, and commercial. As a real estate agent, the primary goal is to focus on clients who are interested to buy or sell home. Hence, Experiential Marketing is the operator standing on consumer's point of view of consumers to experience the concept of the purchase, process of the purchase, thoughts of purchase and driving force of the purchase, that is, from a consumer's senses, feelings, thinking, action and connection this five aspects to define and design of the way of thinking about marketing. Experiential marketing is defined as a memorable experience that goes deeply into consumer’s mind. Experiential marketing is also referred to as engagement marketing, live marketing, event marketing, participation marketing, and on-ground marketing. It directly invites and encourages customers to participate in brand evolution. This study is done on several customer variables to understand the effectiveness of experiential marketing in real estate with special reference to prestige group. Sample sizes of 100 respondents are taken in Bangalore and the data was tabulated and analyzed. The main objective of the study is to determine the effectiveness of experiential marketing in real estate, to ascertain the factors that affect experiential marketing in real estate. To meet this purpose, many sources of the data were collected by conducting survey by using questionnaire, gathering relevant information through the prior relevant studies. This study proves that, there is a significant relationship between experiential marketing and buying decision of the customer. Hence it proves that customers prefer to experience the property before purchasing. Hence it makes a customer to take an effective buying decision towards real estate properties. The analysis and advice presented in this project report is based on Market Research on the effectiveness of experiential marketing in real estate with special reference to prestige group. This research will help to know about the preferences and buying decisions of the customers and attributes for Prestige group.

Experiential Marketing, Real Estate, Consumers Experience

"Effectiveness of Experiential Marketing in Real Estate with special reference to Prestige Group in Bangalore", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.151-157, June 2019, Available :http://www.jetir.org/papers/JETIR1907922.pdf

"Effectiveness of Experiential Marketing in Real Estate with special reference to Prestige Group in Bangalore", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp151-157, June 2019, Available at : http://www.jetir.org/papers/JETIR1907922.pdf