Manaswini, Monika Aggarwal
The fierce rivalry in the real estate sector drives the adoption of distinctive product features, ongoing innovation, client focus, and pricing modifications. This study's goal was to determine the major interactions between the real estate developers’ tactics: product differentiation, customer focus, innovation and price approach on business performance from buyers’ lens in the real estate industry. Questionnaire responses were collected from 342 buyers from Tri-City of Chandigarh, Panchkula and Mohali using convenience sampling. Structural Equation Modelling (SEM) was used in this study as a method of verification. The study's findings show that there are important direct implications on market performance, with innovation, customer focus, product differentiation and price approach all having a beneficial impact. The results are consistent with the prediction of direct effects that have a major impact on market performance. This study has important implications for developers because it shows that in order to be successful, they must restructure/ensure that customers have positive experiences with innovation, the best service possible by putting the needs of the customer first, the delivery of distinctive products, and the perception of a fair price. These factors helped real estate firms increase their competitiveness.