www.tjprc.org editor@tjprc.org A STUDY ON REAL ESTATE BUSINESS IN SALEM DISTRICT, TAMILNADU J. SENTHIL VELMURUGAN 1 & C. SUGANYA 2 1 Assistant Professor, Periyar Institute Management Studies, Periyar University, Salem, Tamilnadu 2 Assistant Professor, Department of MBA, Paavai College of Engineering, Namakkal, Tamilnadu ABSTRACT Real estate business has emerged as a viral between the middle and upper middle class population in Tamilnadu. Real estate business emerges, because of the high demand among the buyers as it is considered as fixed assets which will give benefits in future. This makes the real estate business a talk of the day. This paper is going to give a wide knowledge about this business and it is going to study about the social economic factors to consider in the real estate business. The researcher collects the data from primary as well as from secondary data. The primary data were collected from structured questionnaire, the secondary data collected from website, referred journal and form articles in the referred books. The researcher used the Percentage Analysis for measuring the social economic factors influencing, the Chi Square Analysis for the reason for choosing the real estate business and ANOVA for the measurement of effectiveness of promotional tools used to realtor. This paper shows that there is a relationship between the social economic factors and the real estate business and the give valuable suggestion for the effectiveness of the promotional tools used in the real estate business. KEYWORDS: Real Estate & Promotional Tool Received: Nov 29, 2017; Accepted: Dec 19, 2017; Published: Jan 12, 2018; Paper Id.: IJHRMRFEB20183 INTRODUCTION Real Estate Sector is one of the most globally recognized sectors in India. Real Estate is the Second Largest Employer after the agriculture and there is a possibility of 30% growth in the next decade. The state government has notified the Tamilnadu Real Estate (Regulation and Development) Rules 2017 that prohibited developer from promoting their property in the media without Registration. The latest rule states that promoters should not involve in advertising, book selling and purchase of the plot, apartment or building without registering the real estate project with Tamilnadu Real Estate Regulatory Authority (TNRERA). Mentioning the registration number is mandatory while advertising in the media for the project. This make the researcher to study about the real estate business in Salem District, Tamilnadu and to see their promotional tools effectiveness towards the property. A survey report on the newspaper shows that there will be a marginal drop in the price after the currency note ban. However, the report had shown a similar fall in the price by 12 months prior to the demonetization. Knight Frank report shows no change in property price in the past eighteen months (Jan 2016to June 2017) but there is a change of price fall in the future. Another survey report on the Times of India Shows that Housing demand across top 8 cities during 2016- 2020 estimated at 4.2 million units. Real Estate consists of four sub sectors Original Article International Journal of Human Resource Management and Research (IJHRMR) ISSN (P): 2249-6874; ISSN (E): 2249-7986 Vol. 8, Issue 1, Feb 2018, 23-34 © TJPRC Pvt. Ltd.