An Assessment of Trust, Perceived Value, and Brand Equity in Organized Residential Properties Influencing Buying Decisions in Raipur

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DOI: https://doi.org/10.5281/zenodo.18410655

Akshay Sharma and Premendra Sahu (MSMSR, MATS University, Raipur MATS University, Raipur, Chhattisgarh)

The emerging cities are rapidly expanding into an organised residential property and their market is resulting in increasing competition amongst developers. Raipur and other emerging cities are witnessing an increase in the demand for organised residential projects. In such markets, it’s important to know what determines whether or not to purchase a property in an organised residential locality. Our research examines how trust, value and brand equity are viewed in buying residential property in Raipur, which is an emerging market. The paper concludes: The purchase of a residential property was made using conventional theory about consumer behavior. The questionnaires followed a systematic pattern to gather the primary data on our topic, with emphasis on consumers who are either potential or have purchased upscale residential properties in the major official markets of Raipur. The validity of our findings was assessed through SEM. The results indicate that trust in the developers, particularly concerning project reliability and delivery credibility, positively influences perceived value, which has a strong impact on purchase intention. Brand equity has a positive and significant impact on consumer decision-making, and it emphasizes the importance of developer reputation and brand distinction in the organized housing sector. The result also suggests that the impact of trust on purchase decision-making is partially mediated by perceived value, and it suggests that the effect of trust on purchase decision-making is primarily because of value perceptions. This research makes an original contribution to the existing body of knowledge concerning the interrelationship between trust, value perceptions, and brand equity, particularly in relation to the significant choices connected to residential property purchase.