pg project

MARKET RESEARCH

LIVE PROJECT ON RESEARCH ON RENTED ACCOMODATIONS & ITS USERS

IN AHMEDABAD

This report is duly submitted in partial fulfillment of a course, for the subject Market Research

Professor In-charge: Prof. Jinal Parikh

Guided by: Prof. Anay Mashruwala

Submitted by:

B-6 Utsavi Bhavsar

B-10 Ankit Dwivedi

B-20 Aditi Malik

B-32 Monica Parwani

B-39 Anant Pillai

Submitted on: 25th October 2013 to Prof. Jinal Parikh

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AHMEDABAD UNIVERSITY

AMRUT MODY SCHOOL OF MANAGEMENT- POST GRADUATE INSTITUTE OF

MANAGEMENT

CERTIFICATE

This is to certify that the following students of second year MBA have successfully submitted

the LIVE Market Research Project report entitled “Research project on rented

accommodation users of Ahmedabad”, for the semester ending in October-2013. The work

prepared by them is found satisfactory.

Sr.No. Names Roll No.

1 Utsavi Bhavsar B-6

2 Ankit Dwivedi B-10

3 Aditi Malik B-20

4 Monica Parwani B-32

5 Anant Pillai B-39

Date: 25th October 2013

Signature of Faculty Signature of Academic Head

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PREFACE

As a part of the course curriculum prescribed by the Ahmedabad University for the subject

Market Research, to the final year students of Masters of Business Administration, we were

required to conduct a research project on any industry of our choice that involves elements of

primary data, secondary data collection and analysis. The academic objective behind

preparing this report is getting a practical insight in to the concepts learnt in theory during the

both the academic years and also work on a live project on the subject for Professor Anay

Mashruwala.

The preparation of this report is based on the findings noted during the process of primary

data collection, depth interviews at the field, with the direct stake holders involved.

In this research project, we have tried to present our analysis and findings which will offer

reflections on how is the target market defined in the Rented Accommodation Industry, how

is the consumer behaviour in this industry, how do the guest house owners decide on the

facilities to be provided to the people who opt for such accommodations and on what basis

are the tariffs decided.

We feel that this project has some key pointers on the functioning in the industry and what

contributes to its smooth functioning.

Despite our best efforts, please excuse unintended errors or omissions, if any.

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ACKNOWLEDGEMENTS

On the onset, the group wants to express their sincere gratitude towards all those people who

have helped us in the preparation of this live project.

We would like to thank Professor Anay Mashruwala for giving us the opportunity to work on

this live project and for his continuous guidance and support to our ideas and endeavours

during the course of study.

We acknowledge all the students who have given us their valuable feedback and insights to

make this project more resourceful and erudite.

Last but never the least, we express our deepest gratitude towards our professor in-charge,

Prof. Jinal Parikh who guided and mentored us throughout the project and gave us the most

valuable feedback, suggestions, encouragement and motivation that helped us make this

research project an impactful and enriching learning experience.

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TABLE OF CONTENTS

No. Particulars Page No.I. Executive Summary 7II. Problem Definition 8

2.1 Background of the problem 82.2 Problem Statement 92.3 Approach to the problem 9

III. Research Objective 103.1 Primary objectives 103.2 Secondary objectives 10

IV. Literature review 114.1 Introduction 114.2 Rented accommodation Industry: Legal perspective 12

V. Scope of Research 13VI. Research Design 14

6.1 Exploratory research design 146.2 Information needs 146.3 Data from Secondary sources 156.4 Data from Primary sources 156.5 Scaling Techniques 156.6 Questionnaire development & Pre-testing 166.7 Sampling Techniques 16

VII. Research Methodology 187.1 Quantitative 187.2 Qualitative 18

VIII.

Data Analysis 19

IX. Test results and Interpretations 319.1 Chi-square analysis 319.2 Cluster analysis 35

X. Personal Interview: Outcomes 36XI. Recommendations 37XII. Conclusion 38XIII.

Appendix 39

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LIST OF TABLES

Table-A Strata names & no. of sampling units in each 16Table-B Current state of Residence 19Table-C Facilities at current residence 20Table-D No. of people in one room 21Table-E Level of convenience 22Table-F No. of hours spent at the residence 23Table-G Rent paid per month 24Table-H Food facility inclusive in rent 25Table-I Expense per day on food 25Table-J Ideal facilities in a luxurious PG 26Table-K Demand for a PG accommodation in Paldi 27Table-L Time limit regulations 28Table-M

Time limits hinders work or not 29

Table-N Willingness to move @Rs. 7000/- 29Table-O Chi square (Food source v/s food expenditure) 31Table-P Chi square (Room mates v/s level of convenience) 32Table-Q Chi square (Time limits v/s work hindered) 33Table-R Chi square (Rent v/s food inclusive in rent) 34Table-S Cluster analysis 35

LIST OF GRAPHS

Figure-1 Current state of Residence 19Figure-2 Facilities at current residence 20Figure-3 No. of people in one room 21Figure-4 Level of convenience 22Figure-5 No. of hours spent at the residence 23Figure-6 Rent paid per month 24Figure-7 Food facility inclusive in rent 25Figure-8 Expense per day on food 25Figure-9 Ideal facilities in a luxurious PG 26Figure-10

Demand for a PG accommodation in Paldi 27

Figure-11

Time limit regulations 28

Figure-12

Time limits hinders work or not 29

Figure-13

Willingness to move @Rs. 7000/- 29

LIST OF APPENDICES

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Appendix-1 Questionnaire used for the survey

I. EXECUTIVE SUMMARY

The objective of the research project was to gauge the consumer behaviour in the rented

accommodation industry which would lead to a better functioning of the industry from the

perspective of both the tenants and the guests.

We conducted a questionnaire based survey on the students of a limited number of colleges

of Ahmedabad, which were targeted on the basis of being the nearest colleges to the

upcoming PG house accommodation in Paldi area, to understand the requirements and

expectations of students regarding the same.

We also conducted in-depth interviews of the paying guest house owners, in order to get

their perspective about the market they are dealing in and the market they are dealing with.

The study also compares the decision and behaviour of the stakeholders involved in the

industry, wherein the guests were studied on the basis of demographic and psychographic

segment they fall into.

Finally, we gave our recommendations about, if a new entrant comes into the guest housing

industry what are the attributes to be taken into consideration in terms of various factors

that guests consider while renting a room in a guest house. This live project was exclusively

conducted for Prof. Anay Mashruwala to obtain the interests and preferences of landlord or

hostel owners and tenants, there by gauging the relationships between the variables that

form the essentials of the Paying guest house accommodation industry.

The study concludes on the note of developing a new definition of PG accommodation

which would be wider than the current one on the basis of facilities and services provided at

a basic level.

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I. PROBLEM DEFINITION

I.1 Background of the problem

This research was exclusively conducted for a live project presented to us by Prof. Anay Mashruwala, where he wanted us to study the various attributes that govern the selection process of a rented accommodation facility, the current level of facilities provided by tenants and availed by users, in all its depths.

Mr. Mashruwala has access to a property at a lucrative location in Paldi, Ahmedabad, which has been unutilized or under-utilized for several years now. One of his options to utilize this property was to convert it into a PG accommodation centre. Since the field of opportunity was comparatively new for him, he researched and recognized his problem that he must be absolutely aware about the current scenario of rented residences in Ahmedabad. This would include studying about the various facilities like indoor facilities, food, availability of extra services required for daily consumption, etc which form the basis of the problem, thus justifying our problem statement.

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2.2 Problem Statement

The present study proposes to understand the various factors & attributes that a PG accommodation must have in order to cater to the interests of its users effectively.

2.3 Approach to the problem

The beginning phase of the live project included vigorous brainstorming discussions with the Mashruwala family on the basis of which the most important factors to be studied under the project were primarily decided. Thereafter, their potential target market for such a PG accommodation facility was gauged.

The family was very concerned about the quality of food that other PG facilities provided to mark a positive difference when they would start with their facility. So all the factors absolutely inevitable, to achieve effective results from the research were listed at this stage.

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II. RESEARCH OBJECTIVES

3.1 Primary Objectives:

To study the current scenario relating to features and facilities of rented accommodation used by non-residents in Ahmedabad

To study the interests and preferences of users of rented accommodation, about facilities and features of such accommodations in Ahmedabad

3.2 Secondary Objectives:

To study the scope and feasibility of an upcoming PG accommodation in Paldi, Ahmedabad

To recommend specifications in facilities for the upcoming PG accommodation

To study the problems faced by non-residents while finding a residence

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III. LITERATURE REVIEW

III.1 Introduction

The main purpose of performing the research is to find out exactly what are the people’s expectations when it comes to paying guest services. Ahmedabad is one place where there are a high number of educational institutes. Here’s a list just to name a few,

IIMA Gujarat University Ahmedabad University NID MICA Nirma University Indus University Gujarat Technical University

The degrees from above mentioned educational entities and many more private institutes which offer Chartered Accountant course, CFA course and Diplomas, are all full time courses. Students from all over Gujarat come to Ahmedabad for such degrees and courses. This creates an opportunity to cater to the most basic need for these students; a paying guest/hostel/residential facility. Although most of the institutes do offer residential provisions, they lack some of the most sought after requirements like space and hygiene. There are various services of PGs and hostels already in operation in Ahmedabad, however there still are students who seem dissatisfied with the services. Through this survey we intend to determine and pinpoint which specific services top the list of the students’ preferences when it comes to the paying guest facilities. We have also attempted to target working professionals who are in Ahmedabad and are ready to avail these services. To sum it up, the purpose of this research is to find the best combination of services that can be provided by a paying guest facility.

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4.2 Guest House Industry in India (Legal Perspective):

In a move which could come as a shocker for the owners of guest houses, the Indian

government for the first time framed a policy to regulate the functioning of guest houses in

residential areas.

The policy states that only those guest houses constructed on 1,000 sq yard and 2,000 sq yard

will be allowed to function against specified commercial conversion fees.

With this, guest houses constructed on 500 sq yard or less-sized plots in Gurgaon will be

deemed illegal.

As per an estimate, of the total of 2,000 guest houses in the city, less than 100 are constructed

on 1,000 sq yard plots. The remaining are built on 500 sq yard and plots of smaller sizes.

The new policy has also put the fate of guest houses in high-rise buildings in jeopardy.The

new policy does not have a provision for apartments in high-rise structures. Hundreds of

guest houses running from the premises of gated communities will be termed as unauthorised.

However, in its bid to save civic infrastructure from being affected, the policy allows 5,000

sq yards as the maximum permissible area for such guesthouses in a single sector. This means

that a maximum of five guest houses will be allowed to operate in one sector.The applicants

would be issued permission on the basis of “first-come-first-serve” basis.

In a new policy initiative to promote tourism, the government has allowed foreign tourists

visiting 'Incredible India' an opportunity to stay with a local family, experience its traditions

and relish the country's authentic cuisine.

To overcome the problem of accommodation shortage that the booming Indian tourism

industry is facing, the ministry of tourism has approved a policy aimed at providing home

stay facilities to foreign and domestic tourists titled as the 'Bed and Breakfast Scheme'.

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IV. SCOPE OF RESEARCH

This live project refers to a new PG accommodation coming up in Paldi- Almost equidistant from various institutes, and does not take into consideration the target groups subjected to users of such similar facilities in any other areas of Ahmedabad.

This project demands opinions of students coming to Ahmedabad, thus the preferences of non-residents only in Ahmedabad has been considered. The same may not be true for the state in its entirety.

In order to get effective results to this live project, only closely located colleges and universities from Paldi and a few exceptions due to specific reasons have been targeted for selection of strata for sampling.

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V. RESEARCH DESIGN

6.1 Exploratory Research Design

The research design refers to the overall strategy that you choose to integrate the different components

of the study in a coherent and logical way, thereby, ensuring you will effectively address the research

problem; it constitutes the blueprint for the collection, measurement, and analysis of data.

Designing of the research is done mainly to solve the problem of getting the various stages of the

research under control. This control factor is very important for the researcher during any of the

research operation. Preparation of the design for the research forms a very critical stage in the process

of carrying out some research work or a research project.

Exploratory research design has been followed by us due to the following reasons:

We are a little aware about the field of research and would want to explore the same for the convenience and benefit of the users of this project.

As this study involves study of possible variables that affects rented accommodation, it demands going to the roots of it.

It also gives us flexibility during the research.

As there is no high cost involvement under this research design, it becomes a logical fit for us.

6.2 Information Needs

This label states what information is needed to carry on the research and hence to attain the

stated objective, the information collected and needed must contain: -

What forms the target audience (Students studying in universities and colleges in

close proximity of new PG location –Paldi)

How and up to what extent do they use the facilities at such rented

accommodations (Various luxuries included)

What do the PG accommodation users expect in terms of facility and services in

near future (Growth perspective of rented accommodation)

Where do the present PG accommodation facilities lack in terms of services and

satisfaction (the loopholes in present PG accommodation facilities)

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6.3 Data collection from Secondary sources

The data collected for some purpose other than the problem at hand which would support the

main research pillars like identification of the problem, better defining the problem,

developing an approach to the problem, identifying the key variables, answering certain

research questions, and interpreting the primary data with better insights is the major

advantage of using secondary data.

The secondary data for various PG accommodation centres and Hostels spread over

Ahmedabad was extracted from Just Dial which is basically a database of contact and address

information of all kinds of places that are registered.

6.4 Data collection from Primary sources

The primary source of data was the responses obtained from various rented accommodation users spread across the university belt and those studying in the proximity of a 7 km radius from Paldi. The structured questionnaires were filled by such randomly selected users of diverse backgrounds and information from the field was collected by the survey method too.

6.5 Scaling techniques used

The various scaling techniques used in the formation of structured questionnaire are as follows:

Nominal scale – This scale was used to ask questions pertaining to Age, etc. Ordinal scale – This scale was used to ask questions relating to opinions and ratings

on food facility available at PG from ‘Very Good to Very Bad’, etc. Itemized rating scale- Likert scale under such type of rating scale was incorporated in

the questionnaire. This scale was used to measure opinion where in the opinions ranged from ‘definitely will not move to definitely will move.’

Interval scale- This scale was used to ask questions relating to range of rent paid per month, range of cost on food per day, etc.

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6.6 Questionnaire development and pre-testing

The problem under analysis was about the current and future perspective of rented accommodation users regarding various facilities that form essentials of a PG and thus the questionnaire was structured around similar variables only. The final questionnaire was given to professor in-charge for feedback and a pilot survey of 10 questionnaires was conducted by distributing these questionnaires to Amrut Mody School of Management only which was then coded into SPSS.

6.7 Sampling techniques

Stratified Random Sampling method of probability sampling was chosen as the appropriate method of selecting sampling units to be surveyed. Various colleges under survey form the strata for such a sampling method. This method facilitated us the diverse element in the responses received from students of each background.

TABLE-A

Name of the College

No. of sampling units surveyed

GLS B.Com 4GLS MBA 3HLCC B.Com 7HLIC B. Com 5HL BBA 5S.M Patel B.Com 6S.M Patel BBA 3C.E.P.T 4L.D Engineering 4L.D Arts 5V.S Medical 5B.J Medical 7N.I.D 8Nirma Law 5Nirma Engineering 5M.I.C.A 4TOTAL 80

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The strata are fixated at various colleges and their course offerings on the basis of the following factors:

Psychographic: The different colleges offer various courses that such rented accommodation users have already opted for. These courses govern their involvement in college related work and activities that determines the number of hours they spend at their rented residences. ALSO, the lifestyle of various users is different from the other which governs their decisions regarding their preferences for luxury which is exactly the volatile component we wanted to include in our responses.

Geographic: The colleges that fall within the close proximity of the location of the upcoming PG have been targeted as the strata for further random sampling of sampling units, as the students of these colleges would be more inclined towards moving as compared to the others which makes them our potential target market.

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VI. RESEARCH METHODOLOGY

VI.1 Quantitative Research Method

Questionnaires that include a set of structured questions relating to specific attributes were distributed amongst the sampling units. The questionnaire was filled by a total of 80 respondents spread across the various strata mentioned earlier.

VI.2 Qualitative Research Method

Personal Interview method of qualitative research was chosen to receive in-depth information about various challenges faced by the PG accommodation providers and the users as well. 20 respondents were randomly chosen for in-depth interview out of the 80 respondents that were chosen for quantitative research. This method of research was chosen in order to get into the roots of the industry and the questions which could not be addressed by merely the questionnaire.

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VII. DATA ANALYSIS

Summary of data collected and interpretations:

The following charts are a summary of data collected. Every question fulfils both the primary and secondary objectives and the interpretations are being derived for further analysis.

Where do you currently stay?

Figure 1 current residence

Hostel14%

PG res-idence33%

Rented res-idence43%

relatives res-idence10%

HostelPG residenceRented residencerelatives residence

The above data was being collected and summarized, which shows that only 10% of the students surveyed stay at their relative’s residence.

The rest 90% of the students surveyed currently reside in college hostels, PG accommodation or rented residence.

Hence even though few who have rented residence can become our target market as their probable reasons for not opting for hostels and PG is the lack of facilities which is more or less provided by the upcoming PG accommodation.

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Table-B

Hostel 14%

PG residence 33%Rented residence 43%relatives residence 10%

What facilities does your current residence facility have?

Figure 2: Facilities at current residence

individual clean bedsindividual cupboards

Individual storage facilityAir conditioning

Individual study tableFood facility

PantryAttached bathroom

Individual storage spacesecurity surveillance

Lounge for Friends visitingLaundry faclilty

Hot water/Geyser facilityWi-Fi

Medical aidsAir conditioning

Water cooler

0% 2% 4% 6% 8%10%

12%14%

Series1

The very basic requirements of a student are provided by their current place of residence. The following are few very basic facilities are:

Individual clean beds Attached bathroom Individual cupboards Hot water/Geyser facility

But some of the additional facilities provided by their current residence may help the upcoming PG accommodation to provide similar benefits to the students to be at par with other residences.

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Table-C

individual clean beds

13%

individual cupboards

10%

Individual storage facility

7%

Air conditioning 4%Individual study table

5%

Food facility 7%Pantry 4%Attached bathroom

11%

Individual storage space

5%

security surveillance

3%

Lounge for Friends visiting

1%

Laundry faclilty 5%Hot water/Geyser facility

10%

Wi-Fi 2%Medical aids 3%Air conditioning 4%Water cooler 7%

Total number of people in your room

Figure 3: No. of people in your room

The above data shows that 48% of the total students’ surveys stay with 3-4 people in a room and an equal number of students stay with less than three people.

Our survey was designed also keeping in mind the number of beds that could be accommodated in one room, as per the preferences of the students.

Hence, the rationale behind asking this question is the preferences of students when it comes to sharing space with other students ie, the number of students they may prefer sharing a room with.

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Table-D

less than 3 48%

3 or 4 48%

4 or more 5%

What is the level of convenience in your room space?

Figure 4: Level of convenience

Highly congested

10%Con-

gested10%

Less con-

gested38%

Not con-

gested at all43% Highly congested

CongestedLess congestedNot congested at all

With respect to the previous question asked (total number of people in your room), the rationale behind asking this question as to gauge the convenience levels with sharing the rooms on the above given four aspects.

Therefore, conclusion that could be derived is 43% of the students surveyed do not find the room congested (which may include students who live with 3-4 students or even less than 3 students). A good number of students (38%) also perceive it to be less congested.

Hence, one can derive that students would be comfortable with an average of 2 to 3 beds in one room.

Also, the upcoming PG accommodation could provide options where in every room have a certain number of beds. One room may have just two beds and the other may have three. Hence such a concept may be implemented.

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Table-E

Highly congested

10%

Congested 10%

Less congested 38%

Not congested at all

43%

How many hours a day do you spend at your residence?

Figure 5: Hours spent at the residence

Less than 6 hours

5%

6 to 9 hours33%

10 to 12 hours43%

13 to 16 hours19% Less than 6 hours

6 to 9 hours10 to 12 hours13 to 16 hoursMore than 16 hours

The above pie chart depicts the number of hours a student spends at his/her residence. Only 5% of the students spend less than 6 hours at their residence rest 92% of the students surveyed spend a considerable amount of time at their residence.

One can derive that students would require some additional facilities as they spend a good amount of time at their residence. By additional facilities, we address Wifi requirements for their projects, reading area, and lounge for friends visiting their residence. Thus this information fulfills the purpose of asking such a question

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Table-F

Less than 6 hours

5%

6 to 9 hours 33%

10 to 12 hours

43%

13 to 16 hours

19%

More than 16 hours

0%

What is the current rent you pay “per month’’ to avail the residence facility?

Figure 6: Rent paid per month

Less than Rs.

150014%

Rs. 1500 to Rs. 299910%

Rs. 3000 to Rs. 499919%

Rs. 5000 to Rs. 799943%

Rs. 10000

and more14%

Less than Rs. 1500Rs. 1500 to Rs. 2999Rs. 3000 to Rs. 4999Rs. 5000 to Rs. 7999Rs. 8000 to Rs. 9999Rs. 10000 and more

Less than Rs. 1500

14%

Rs. 1500 to Rs. 2999

10%

Rs. 3000 to Rs. 4999

19%

Rs. 5000 to Rs. 7999

43%

Rs. 8000 to Rs. 9999

0%

Rs. 10000 and more

14%

In order to know our target market as to how much are they ready to pay for a PG, it is a necessity to ask about the rent they pay at their current residence.

The upcoming PG at Paldi would provide good facilities at a quite a reasonable rate, hence it is important to gauge the number of people whose current rent belongs to that bracket and few others students who could be our potential market by making them realize the vast benefits they would reap by incurring an incremental expense.

Thus not only students who belong to the rent category of Rs 5000 to Rs 7999 could be our target market but also students who pay rent between Rs 3000 to Rs 5000 can become our potential market.

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Table-G

Is the above rent inclusive of food facility?

Figure 7: Food Facility provided

yes43%

no57%

yesno

One major concern for any student residing in hostels, PG and rented residence is the food facility

The above graph shows that 57% of the students do not get the benefit of basic food facilities at the place of residence. And around 43% do have food facilities.

Also students who pay more than Rs 3000 as rent would be deprived of the basic facility irrespective of paying a good amount of rent. And the students who pay around 6000 (without food facility) could easily be targeted as the upcoming PG accommodation provides food which is inclusive of the rent they would be required to pay.

How much per day do you spend on such meals?

Figure 8: Spending on outside meals

Less than Rs. 80

13%

Rs. 80 to

Rs. 13038%

Rs. 130

to Rs. 15019%

Greater

than Rs. 15031% Less than Rs. 80

Rs. 80 to Rs. 130Rs. 130 to Rs. 150Greater than Rs. 150

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Table-H

Table-I

Yes 43%

No 57%

Less than Rs. 80 13%

Rs. 80 to Rs. 130 38%Rs. 130 to Rs. 150

19%

Greater than Rs. 150

31%

The above pie chart bifurcates the number of students spending on outside meals, on four brackets.

The important aspect here is the spending between Rs 80- Rs130 which covers around 38% of the total students and in fact 31% of the students spend more than Rs. 150 on outside food.

Hence the upcoming PG accommodation, would provide food at a reasonable price and would not compromise on quality at all.

What is your idea of a luxurious PG?

Figure 9: Ideal PG

Individual clean bedsIndividual cupboard

Individual storage facilityIndividual study table

Food facilityPantry

Attached bathroomIndividual storage space

Security surveillanceReading room

Lounge for friends visitingLaundry facility

Hot water/ Geyser facilityWi-fi

Medical aidsAir conditioning

Water Cooler

0% 1% 2% 3% 4% 5% 6% 7% 8%

Series1

Individual clean beds

7%

Individual cupboard

7%

Individual storage facility

6%

Individual study table

6%

Food facility 6%Pantry 5%Attached bathroom

7%

Individual storage space

5%

Security surveillance

5%

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Table-J

Reading room 4%Lounge for friends visiting

6%

Laundry facility

6%

Hot water/ Geyser facility

7%

Wi-fi 6%Medical aids 4%Air conditioning

6%

Water Cooler 5%

By knowing the facilities that students would want to see in an idle facility would help us to know the facilities to be incorporated in the upcoming PG accommodation. Hence any additional facilities provided at a reasonable price would entice the students to opt for this PG.

Thus additional facilities like laundry services, wifi and lounge area for visiting friends got a good response.

This helps us to gauge the demand of such additional facilities too which once incorporated would provide a competitive edge among the other PG accommodations or hostels.

Would you opt for a PG facility located in Paldi area?

Figure 10: Demand for PG located in Paldi

yes52%

no48%

yesno

The above questioned was asked to gauge the demand of the upcoming PG accommodation in Paldi area. More than 50% of the students would prefer to Paldi as an area for their PG and may support it with several reasons.

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Table-K

Yes 52%

No 48%

The reasons could for having a preference with respect to Paldi could be convenience it provides for their college being near and they may not be satisfied with their current place of residence.

The rest 48% of the students do not prefer Paldi and the reasons could be the distance from the college which may become inconvenient for the students and they might be satisfied with the current place of residence.

Do you have any time limits regulated at your PG?

Figure 11: Time regulation

yes38%

no62%

yesno

Time regulation is one of the major concerns of the students who reside in hostels or PG. as most of the students belong to under graduation and post-graduation courses, which requires an amount of dedication and time for projects and assignment such regulations might become a hindrance.

Hence students do demand for feasibility in time regulations and therefore it becomes one of the major concerns.

A good number of students (38%) still have time regulation at their place of residence. And if this upcoming PG accommodation provides such a facility then this 38% could become our target market.

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Table-L

Yes 38%

No 62%

Do these time limits hinder your work outside the PG?

Figure 12: Time regulation hindrances

Al-ways13%

Not always20%

Some-times20%

Less often7%

Never40%

AlwaysNot alwaysSometimesLess oftenNever

This would help us identify the time regulation issues. 40% of the students surveyed were never affected by the time regulations. Thus they are able to manage their time and complete their projects/assignments during college hours.

The social life of such students is also not much affected and one more reason could be the safety issues. Students may look at the time regulations in a positive manner as a matter of safety and comfort

If you avail all the facilities you have thought of in an ideal PG accommodation around Rs 7000 per month, would you be willing to move?

Figure 13: Willingness to move

Definitely will move

10%

Probably will

move33%

Un-de-

cided33%

Probably will not

move5%

Defi-nitely will not

move19% Definitely will move

Probably will moveUndecidedProbably will not moveDefinitely will not move

The rent a student would be asked to pay for the upcoming PG accommodation per month would be between Rs 7000 to Rs 7500, which would include considerable number of facilities and could be reasonable for every student.

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Table-M

Table-N

Always13%

Not always

20%

Sometimes

20%

Less often 7%

Never40%

Definitely will move

10%

Probably will move

33%

Undecided 33%Probably will not move

5%

Definitely will not move

19%

A good number of students that is 33% of the total students surveyed are willing to move, this gives a positive picture and we can thus identify our target market.

Also students have given certain reasons for being undecided and not moving from their current place of residence which accounts for 54% of the total students surveyed.

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VIII. TEST RESULTS & INTERPRETATIONS

After coding the data in SPSS we carried out various tests on the same that would help us reach our desired objectives. The major test carried out was the chi-square test which is used to derive if there is any association between two variables.

VIII.1 CHI-SQUARE TESTS

Chi-square test, to establish association between source of food and the expenditure on food per day.

32%

18%

50%TiffinCollege CanteenOthers

Null Hypothesis = There is no relationship between the above 2 variables

Alternate hypothesis= There is a relationship between the above 2 variables

Since, chi-square co-efficient is higher than 0.05, against the confidence interval of 95%, thus accept null hypothesis concluding that there is no relationship between the source of food and cost incurred per day on the same.

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Table-O

Chi-square test, to establish association between number of roommates and overall level of congestion in the room

Highly congested

10% Con-geste

d10%

Less con-geste

d38%

Not con-gested at all

43%Highly congestedCongestedLess congestedNot congested at all



Since, chi-square co-efficient is higher than 0.05, against the confidence interval of 95%, thus accept null hypothesis concluding that there is no relationship between number of room partners and level of congestion in the room.

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Table-P

Chi-square test, to establish association between time limits regulated at the PG and work hindered due to the same

Al-ways13%

Not al-

ways20%

Some-times20%

Less often7%

Never40%

AlwaysNot alwaysSometimesLess oftenNever



Since, chi-square co-efficient is lower than 0.05, against the confidence interval of 95%, thus accept alternate hypothesis concluding that there is a relationship between time limits regulated at the PG and work hindered due to the same.

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Table-Q

Chi-square test, to establish association between rent paid by rented accommodation users and food included in the rent or not

yes43%

no57%

yesno

Less than Rs.

150014% Rs.

1500 to Rs. 299910%

Rs. 3000 to Rs. 499919%

Rs. 5000 to Rs. 799943%

Rs. 10000

and more14%

Less than Rs. 1500Rs. 1500 to Rs. 2999Rs. 3000 to Rs. 4999Rs. 5000 to Rs. 7999Rs. 8000 to Rs. 9999Rs. 10000 and more



Since, chi-square co-efficient is higher than 0.05, against the confidence interval of 95%, thus accept null hypothesis concluding that there is no relationship between the total amount of rent paid per month and food being inclusive in the same or not.

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Table-R

VIII.2 Cluster Analysis

Cluster-1: Rented residence, 3 to 4 people in a room, rent- 8000 to 10000, average food facilities, individual cupboard, study table, storage, Security, Laundry, Wi-fi, Medical Aid, Water cooler.

Cluster-2: PG accommodation, 4 or more people in the room, aatached washroom, average food facilities, Time limit regulations, reading room, hat water facility

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Table-S

IX. PERSONAL INTERVIEW: OUTCOMES

Food is a major concernOn interviewing the users they mentioned that food is a major concern to them as there are times when they get home late and the food is not served due to restraints on food timings.

Students are generally college area-centricPG accommodation users generally want to opt for a PG that is in close proximity of their colleges so that they do not have to commute more on daily basis. Users near University were found to be using the PG only because they could not find PG centres near their colleges (Nirma, etc). 68% of the people interviewed would not want to travel more than 5 kms to cut down on their travel expenses.

Reasons of dissatisfactionCleanliness and theft were found to be the major reasons prominent for the dissatisfaction of PG users, among those interviewed. The common complaint being the PG houses are not cleaned on a regular basis, making them an unhygienic place to be in.

Males find it difficult to find rented accommodationsA common complaint amongst male PG accommodation users was that they cannot find rented accommodation easily as the societies and apartments were not ready to accept them as users due to reasons like increased noise, friends visiting, misconceptions that all boys are into gambling, etc which become difficult to explain.

Parents restrict females to stay anywhere else except hostelsGirl’s parents are too sensitive about the issue of their security and thus restrict their mentality to making them stay in hostels only, that have strict caretakers, stringent rules relating to visitors, time limit regulations.

Trust issues with tenantsAnother common complaint was a lot of trust issues with tenants where in the landlords become sceptical about their friends and activities.

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X. RECOMMENDATIONS

College tie-ups

Targeting reference groups

Stringent security measures to prevent theft

Food quality – ‘the feeling of being home’

Timely cleaning & maintenance of accommodation

Time regulations: upto 10:30 pm

Different rental plans associated with the level of facilities

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XI. CONCLUSION

As a conclusion to this research we have come to know of the various factors that contribute towards making a good PG accommodation that are absolutely inevitable for the creation of such a facility.

The idea of a PG accommodation at Paldi is totally worth moving forward with which may bring about good returns in the future. With this research we here by conclude that a new definition of luxurious PG accommodation facility may be established that consists of the basic facilities plus a few others that adds towards enriching the entire process of staying at such facilities and making them feel at home.

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XII. Appendix

Appendix-1 Questionnaire

This questionnaire is to be filed by individuals staying in paying guest hostels or rented paying guest apartments only

1. PERSONAL DETAILS:

Name:

Age: Sex:

Name of College/Institute/ Workplace:

Area: City of Permanent Address:

2. Are you studying? Yes / No3. If yes, you are pursuing,

Graduation Post-Graduation Beyond post-graduation4. Year of study?

First year Second year Third year5. If No, you are associated with,

Service Other

ABOUT YOUR RESIDENCE FACILITY:

6. Where do you currently stay?

Hostel Rented residencePG Accomodation Realtive’s residence

7. Name of: Hostel/ PG center: -------------------------------------------------------------------8. Which facilities of the following does your current residence facility have?

Individual clean beds Security surveillanceIndividual cupboard Reading roomIndividual storage facility Lounge for friends visitingAir conditioning Laundry facilityIndividual study table Hot water/ Geyser facilityFood facility Wi-fiPantry Medical aidsAttached bathroom Air conditioningIndividual storage space Water Cooler

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9. What is the total number of people in your room?

Less than 3 3 to 4 4 or more10. What is the level of convenience in your room space?

Highly congested Less congestedcongested Not congested at all

11. You have been staying at the above residence since how much time?

Less than 6 months 6 to 12 months1 to 2 years More than 2 years

12. Have you ever changed your residence? Yes / No13. If yes, which was your previous residence?

--------------------------------------------------------------------14. Due to what reasons did you change your residence

-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

15. How many hours a day do you spend at your residence?

Less than 6 hours 6 to 9 hours10 to 12 hours 13 to 16 hours More than 16 hours

16. What is the current rent you pay “per month’’ to avail the residence facility?

Less than Rs. 1500 Rs. 5000 to Rs. 7999Rs. 1500 to Rs. 2999 Rs. 8000 to Rs. 9999Rs. 3000 to Rs. 4999 Rs. 10000 and more

17. Is the above rent inclusive of food facility? Yes / No

IF THE ABOVE RENT IS INCLUSIVE OF FOOD FACILITY:

18. How many of the following meals are served?

Breakfast High teaLunch Dinner

19. Are the hours of food provision flexible enough? Yes / No20. How would you rate the food facility at your PG house on the following parameters:

Variables Very good Good Fair Bad Very badQualityTasteValue for moneyVarietyOthers (Freshness etc.)

21. How often is the following done at your PG Facility?

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Variable Once a week Twice a week Thrice a week

More than thrice a week

Varieties servedSweets served

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22. Overall response for the food facility at your PG overall?

Highly satisfied Satisfied NeutralDissatisfied Highly dissatisfied ---------------------

23. What elements can enhance your present satisfaction levels ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

IF YOU DO NOT AVAIL THE FOOD FACILITY AT YOUR RESIDENCE:

24. Where do you prefer having your meals from?

Tiffin College Canteen Other

25. How much per day do you spend on such meals?

Less than Rs. 80 Rs. 130 to Rs. 150Rs. 80 to Rs. 130 Greater than Rs. 150

INTERESTS AND PREFERENCES:

26. What is your idea of a luxurious PG?

Individual clean beds Security surveillanceIndividual cupboard Reading roomIndividual storage facility Lounge for friends visitingAir conditioning Laundry facilityIndividual study table Hot water/ Geyser facilityFood facility Wi-fiPantry Medical aidsAttached bathroom Air conditioningIndividual storage space Water Cooler

27. Would you opt for a PG facility located in Paldi area? Yes/ No28. How much maximum distance (in kms) would you not mind commuting from your PG to

the institute?

Less than 5 kms 7 kms to 10 kms More than 15 kms5 kms to 7 kms 10 kms to 15 kms -------------

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29. Do you have any time limits regulated at your PG? Yes / No30. If yes, what is the maximum time allowed to stay outside?

Upto 7 pm Upto 9 pmUpto 8 pm Upto 10:30 pm

31. Do these time limits hinder your work outside the PG?

Always Less oftenNot always NeverSometimes -------------------

32. Are you friends allowed to visit you at your PG? Yes/No33. If you receive all the facilities of an apartment in a PG hostel, would you be willing to

move?

Definitely will move Probably will not moveProbably will move Definitely will not moveUndecided ---------------------------

If no, why? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

THANK YOU FOR FILLING OUT THIS QUESTIONNAIRE

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pg project

Documents

market research live

professor anay mashruwala

target market

rented accommodation

ankit dwivedi b

aditi malik b

monica parwani b

utsavi bhavsar b