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Profiling & Expectations of respondents for AMP Universal Realty

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Presentation on theme: "Profiling & Expectations of respondents for AMP Universal Realty"— Presentation transcript:

1 Profiling & Expectations of respondents for AMP Universal Realty
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2 No. of people Interviewed
Total Sample Size Area No. of people Interviewed All 368 Salt Lake - Sector 1 70 Salt Lake - Sector 2 58 Kestopur 59 Laketown Baguihati 62 Ultadanga 61

3 Current Shopping Behaviour
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4 If we look at the outlet preference, we can see that majority of the population are favorably disposed to shopping from both formats i.e. Malls & Traditional markets. The preference is lower in Laketown & Ultadanga. Thus signifying the opportunity for the client arcade to attract the customers from the catchment areas. (Figures in % of sample)

5 When it comes to the outlets visited by people to buy various household / regular commodities, we see that, there is higher incidence of shopping from Local outlets . The below items listed have a higher incidence of malls and arcades located in and around Salt lake. All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Grocery like - rice, pulses, sugar 18 22 25 19 17 23 13 10 Snacks, beverages & confectionery items 26 24 15 27 2 9 Household cleaning / Fabric cleaning items 29 30 8 16 Apparel / Accessories Men's 43 60 61 42 40 Apparel / Accessories Women's 39 51 56 44 28 Apparel / Accessories Kids 66 68 64 31 21 Footwear 34 53 57 49 41 Jewellery & Watches 20 14 Electronic Items - Mobiles, TV, etc 35 50 Visited Food court 65 77 67 Coffee Shop / Café 63 Fine Dining Restaurant 37 5 Fast Food Restaurants 36 (Figures in % of sample)

6 Average Amount spend on each category is given below, we get the following picture-
All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Grocery like - rice, pulses, sugar 1955 2617 2870 2332 1319 1853 1681 1349 Eatables like Fruits and vegetables and milk 568 511 565 448 404 1374 386 494 Fish & meat 413 433 446 415 390 379 373 476 Snacks, beverages & confectionery 497 421 418 425 417 776 365 778 Household cleaning / Fabric cleaning items 547 478 529 419 1423 366 389 Apparel / Accessories Men's 2352 2491 2850 1946 2252 3428 1549 2190 Apparel / Accessories Women's 2586 1996 1925 2086 2615 2920 3072 3105 Apparel / Accessories Kids 1447 1491 1494 1488 1406 1525 1329 1553 Footwear 965 1157 917 1490 718 1293 620 1072 Jewelry & Watches 5944 4590 5453 3210 1481 2320 21571 3036 Books, Music CDs, Toys 1744 1936 2538 518 3791 550 1462 Electronic Items - Mobiles, TV 6860 7603 10459 4612 2125 6013 14238 2191 Books & Stationery 521 624 684 555 483 407 350 Food Court 630 589 675 663 763 Coffee Shop/ Cafe 405 394 430 381 Amount spend - Fine dining restaurant 584 587 636 514 1243 397 600 488 Fast Food Restaurants 609 493 470 650 688 955 (Average Amount spent in Rs)

7 The snapshot whether people buy branded goods or both branded and un-branded goods is as follows
All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Grocery like rice, pulses, oil, sugar etc 73 76 77 75 89 61 62 Eatables like fruits and Vegetables 50 53 49 56 78 60 25 34 Fish and Meat 14 15 13 11 2 19 Snacks, Beverages and Confectionery 91 87 84 90 96 100 88 Household Cleaning/ Fabric Cleaning 92 93 97 Apparel/ Accessories- Men’s 95 Apparel/ Accessories- Women 94 72 Apparel/Accessories- Children 81 Footwear Jewellery & Watches 83 86 Books, Music CD’s, Toys 85 82 Electronic Items-TV, Mobile etc Books and Stationery 33 Games/ Amusement Arcades (Figures in % of sample)

8 Current Shopping Visit Dynamics
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9 Majority of the people generally don’t travel more than 2km when they go to a shopping mall/arcade; People in Ultadanga and Baguihati generally like to go to an arcade which is within 1km from their house At an overall level, people generally travel upto 30 mins to go & visit a shopping mall & arcade. Hence, there will be high propensity of people in the sample catchments to visit the client arcade. (Figures in % of sample)

10 When visiting a mall / shopping arcade, on an average more than 2 people visit the mall. The below table summarizes the results for all the catchments. All Salt Lake Sector ½ Salt Lake Sector 1 Salt Lake Sector 2 Kestopur Laketown Baguihati Ultadanga 2.5 2.6 2.7 2.0 (avg no of people visiting a mall / shopping arcade together) When it comes to the mode of travel availed of when visiting Malls / Arcades in Salt Lake, the highest incidence is for Auto rickshaw & Bus. This is very favorable for the client, as the location of the Mall is near a major junction (Baisakhi) which is well connected by Autos & Buses. All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Auto rickshaw 33 30 26 35 37 24 36 39 Bus 13 19 7 42 41 Car 25 16 2 4 Walk 9 18 29 5 2 wheeler 6 14 3 8 Taxi 1 10 (Figures in % of sample)

11 Shopping Arcade Visit Dynamics
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12 Malls/Centres Visited
City Centre 1 is by far the most popular mall / arcade in the catchment, followed by Big Bazaar VIP. Malls/Centres Visited All Salt Lake 1/2 Salt Lake 1 Salt Lake 2 Kestopur Lake town Baguihati Ultadanga City Centre 1 Salt lake 43 70 67 74 31 21 14 39 Big Bazaar VIP Road 40 34 30 38 26 50 22 Pantaloons Kankurgachi 28 29 33 24 20 32 16 47 Mani Square Salt lake 23 41 19 18 9 25 New market 17 11 13 12 Bazaar Kolkata 10 3 6 City centre 2 Salt lake 7 5 South City 2 A C Market (Figures in % of sample)

13 We can see that almost 10% of the people in Salt lake Sector 1 & 2 visit City Centre every 2-3 days. 1 in 3 people visit the mall once in 2 weeks or more frequently. This proportion is also pretty high for Kestopur, Laketown, Baguihati & Ultadanga. This points to frequent visitors for the client mall / arcade. Frequency of Visit to City Center 1 All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Once in days 8 10 15 5 11 Once a week 25 13 Once in two weeks 21 17 33 38 Once a month 42 36 48 22 53 Once in 2 months Less frequently than once in 2 months 23 24 26 16 Average (In month) 2.0 2.1 2.7 1.5 2.5 1.9 1.3 1.4 The following table highlights the frequency of visit for Mani Square - Frequency of Visit to Mani Square All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Once in days 4 3 6 18 Once a week 7 8 19 17 Once in two weeks 23 15 21 9 43 60 33 Once a month 35 38 36 29 40 25 Once in 2 months Less frequently than once in 2 months 31 46 Average (In month) 1.5 1.3 2.0 0.9 2.5 1.2 1.6 (Figures in % of sample)

14 If we look at the mode of travel used to visit the malls in the vicinity of salt lake – we see a high incidence for Auto as well as walking to the mall, this is very positive for the client. (mode of travel used to visit City Centre 1) (mode of travel used to visit Mani Square)

15 Dining Out Dynamics Page 15

16 If we look at the frequency of going out for lunch / dinner; we see that approx 40% of the people go out for lunch / dinner atleast once a month. When going out for Lunch or dinner we see that majority of the people go out in groups of 3-4 people. (Figures in % of sample)

17 When looking at the outlet preference for dining out, there is high scope for footfalls in the client mall, as most of the people prefer a restaurant in the nearby localities. When looking at the amount of money spent / head when dining out, we see that majority of the people prefer restaurants where the cost of food is less than Rs. 200 / head (Figures in % of sample)

18 There is a high preference for Non-Veg food among the residents of the catchment areas. The client arcade ideally should have a high proportion of restaurants / outlets that serve Non-Veg food. When asked about the cuisine preference, the following table summarizes the responses of the respondents. The highest preference is for Chinese cuisine followed by Bengali and Indian. (Figures in % of sample)

19 Concept Evaluation Page 19

20 Description about Mall
We showed a concept card to the respondents, which had the various aspects of the client proposition, and took feedback on the same. The first impressions on reading the concept card are as follows - Description about Mall All Salt-Lake 1/2 Salt Lake 1 Salt Lake 2 Kestopur Lake town Baguihati Ultadanga All products under one roof 39 24 21 28 44 55 43 53 Close to my home / residence 36 41 46 35 14 37 50 A very nice mall / enclave - will definitely visit 26 34 33 5 16 18 National & International brands will be present 11 10 17 2 8 23 6 Connectivity to different areas 3 - 7 Price Comparable with Local Market (Figures in % of sample) The variety of shops / outlets and the proximity of the enclave to residence areas are the most popular first impressions

21 The facts liked about the mall are -
Features Liked All Salt-Lake 1/2 Salt-Lake 1 Salt-Lake 2 Kestopur Lake town Baguihati Ultadanga National and international brands will be available 35 31 39 22 15 42 50 45 Items under one roof 25 20 16 23 10 Will have parking facilities 21 24 17 13 Close to my Residence 12 19 5 Structure & look of the mall is nice 11 9 14 (Figures in % of sample) The factors with the highest likeability are – National & International brands will be available, and availability of all items under one roof There are no dislikes at an overall level; however 23% of the people from Laketown feel that the mall is far from their house

22 % of people agreeing - Top 2 box
We asked the respondents to judge the concept at 3 levels – Uniqueness of the enclave / mall Personal relevance of the enclave / mall Convenience of the enclave / mall % of people agreeing - Top 2 box All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Uniqueness 68 74 79 69 63 73 55 Relevance 65 72 56 66 51 Convenience 75 77 84 59 71 (Figures in % of sample) Here, we can see that majority of the respondents are positively inclined to the concept at all 3 levels. The highest being for Convenience. The client concept has been well accepted by the people residing in the catchment areas.

23 When we look at the Overall Likeability of the Mall, we see that there is a strong positive association with the concept. At an overall level 85% of the people like the enclave, there is no negative attitude towards the mall. (Figures in % of sample)

24 When asked about the likeliness of visit, the responses were as follows –
The visit likeliness of the respondent is also very high for the client enclave, thus it is expected that majority of the people from the above mentioned catchments would be visiting the mall. (Figures in % of sample)

25 An enquiry into the likely day of visit, points to the below table –
While there are high responses to “Visit on weekends”, something to note is that, there are high percentage of the people who have said that they would be visiting the mall on weekends as well as weekdays. This is especially high for Kestopur and Salt Lake Sector 1 & 2. (Figures in % of sample)

26 The most frequent time of visit is between 4 – 8 pm.
The respondents were also asked about the state their likely frequency of visit to the client enclave / mall. At an overall level, more than 70% of the people will be visiting the mall atleast once a month, or more frequently. For Salt Lake Sector 1 & 2, this proportion goes upto approx 84% (Figures in % of sample)

27 Purpose of Visiting the Mall-
When we asked the respondents, that for which of the following reasons would they be visiting the enclave / mall, we got the following responses – All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Shopping for clothes, accessories etc 99 98 97 100 Shopping for Groceries/ Provisional 91 87 79 90 96 Restaurant 76 68 54 85 81 84 Entertainment 64 51 41 62 71 86 59 Fast food Joint / Outlet 58 53 52 42 80 Food court 47 45 39 Coffee shop 49 36 55 48 40 66 Relaxing / Hanging out 27 24 31 34 43 Gaming 32 29 26 (Figures in % of sample) Shopping for Clothes & Accessories, followed by Shopping for Groceries / provisional are the most popular reasons for visiting this mall.

28 The respondents were asked to rate the items that are essential to be present in the mall, the below table sums up the responses – Essential to have All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Groceries 92 89 84 95 87 96 94 Children’s wear 81 74 90 97 76 91 Ladies garments 85 93 88 63 86 Men s garments - Formal / casuals 78 73 82 Fast Food Outlet / Restaurant 77 71 66 Cosmetics / perfumes 65 61 69 80 Family entertainment 75 67 83 79 Coffee shop / Cafe 55 Pharmacy 70 47 Leather accessories like bags & belts 59 57 60 Electronic items like music systems & TVs 72 68 52 Bookstore 62 51 58 Mobile phones / pagers 34 Home furnishings & accessories 53 50 Consumer durables like fridges, refrigerators 56 41 Computers/ computer accessories 39 Gymnasium / fitness centre 64 Greeting cards / gifts Sportswear 49 Toys 54 (Figures in % of sample) Contd…..

29 (Figures in % of sample)
Essential to have All Salt Lake - Sector 1/2 Salt Lake - Sector 1 Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga Cinema complex 60 57 53 62 64 50 70 61 Cybercafé 51 79 73 47 45 Store like Shoppers Stop 65 74 88 21 Handlooms 59 56 69 71 63 38 Watches 58 55 44 67 66 41 CDs / VCDs / tapes 52 78 Furniture 46 72 76 Gold Jewellery 42 40 39 Ethnic Indian stuff but not clothes artifacts 49 48 37 Building material / hardware 54 36 29 27 Pool parlour 32 35 43 25 34 33 Video games arcade 30 26 20 Bar / pub 22 15 24 14 Discotheque 19 16 Bowling alley 18 9 13 (Figures in % of sample)

30 There was an opportunity for the people to give suggestions about the mall; some of the prominent responses were as follows – Prices of products should be reasonable The mall should have atms There should be a medical store There should be a lot of sitting space inside & outside the mall The cleanliness of the mall & surrounding areas should not be compromised Water & Toilet facilities on all floors Other responses included – There should be a gym There should be a kids play area There should be a cyber café There should be adequate parking space e) Shops should open early

31 The top responses were-
We asked the respondents for brand preference, i.e. the brands they would like to see in the mall – The top responses were- Followed by - BATA KHADIMS SREE LEATHER’S REEBOK Raymond's LEE PETER ENGLAND VIMAL LAKME LEVI'S ADIDAS PARK AVENUE JOHN PLAYERS PANTALOONS GWALIOR NIKE PARX LEE COOPER ALLEN SOLLY DIGJAM WOODLANDS PLAY BOY LOUIS PHILLIPE KFC GARNIER TITAN VAN HEUSSEN ARROW TURTLE BLACKBERRY

32 The top responses were –
We also asked the respondents for brand preference in terms if eating out, i.e. the food joints & restaurants they would like to see in the mall – The top responses were – KFC PIZZA HUT DOMINOES MCDONALDS MONGINIS SUBWAY ALIBABA BABUMOSAI CCD KWALITY Followed by - BARISTA ARSALAN SUGAR & SPICE MAINLAND CHINA ZEESHAN AMINIA BHOJO HORI MANNA KOOKIE JAR KINGFISHER

33 Profiling & Expectations of Salt Lake – Sector V respondents
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34 General Profiling Page 34

35 We met employees from…. Among others… Page 35

36 Duration of work in Sector V
How long have they been working in Sector V Duration of work in Sector V Less than 6 months 47 6 months – 1 year 16 1 – 2 years 2 – 3 years 9 3 – 4 years 7 4 – 5 years 4 More than 5 2 Age of the respondents Age break up 18 – 25 years 47 25 – 40 years 49 40 – 60 years 4 Income of the respondents Income level Upto Rs.20,000 25 Rs. 20,000 – Rs. 50,000 65 More than 60,000 10 Avg. Income – Rs. 30,700 Fig in % Page 36

37 Food Habits Page 37

38 Current practice for lunch
40% of the respondents go out for lunch usually… Current practice for lunch Go out for Lunch 40 Food from Office Canteen 39 Bring Food from Home 16 Order food from Office 5 Almost all the respondents hang out after office in near by food joints. Base-All Fig in % Page 38

39 Frequency of going out for lunch / dinner
35% of the respondents go out for lunch / dinner on a daily basis Frequency of going out for lunch / dinner Daily 35 Once in 2 days 4 Twice a week 12 Once a week 30 Once in 2 weeks 5 Once a month Base-All Fig in % Page 39

40 The people from Sector V usually go to a food joint within 1 km, and where they can reach within 15 mins Distance travelled when going out for lunch / dinner 0 - 1 km 67 km 25 km 5 km 4 Time travelled when going out for lunch / dinner Less than 15 mins 72 mins 21 30 mins - 1 hour 5 1 hour hours 2 Average 16 Base-All Fig in % Page 40

41 No of People Accompanying
The majority of people usually go out in groups of 3 or 4. There exists a significant chunk of people (21%) who go out in larger groups on a regular basis No of People Accompanying Base-All Fig in % Page 41

42 Destination for lunch / dinner
More than half the people walk to their destination Mode of travel used Walk 58 Auto rickshaw 16 2 wheeler 11 Car 7 Taxi 5 Bus 4 Almost 90% of the people go to a local restaurant / hotel in Sector V Destination for lunch / dinner Local Restaurant/hotel in sector 5 88 Stand alone restaurant in Sector 5 4 Food court of any mall / building 5 Stand alone restaurant in areas like Park Street 2 Base-All Fig in % Page 42

43 Avg amount spent when going out for lunch / dinner
Approx 70% of respondents usually spend upto Rs. 200 per head when going out for lunch / dinner Avg amount spent when going out for lunch / dinner Rs 200 per head 70 Rs per head 25 Rs 500 and above 6 Average (Rs Spent) 229 Preference is the highest for Bengali & Chinese cuisine; Non- Veg has the highest preference, with 96% of the respondents opting for it Bengali 83 Chinese 77 North Indian 47 Continental / Italian 37 South Indian 21 Tibetan 14 Thai 9 Mexican 4 Japanese 2 Base-All Fig in % Page 43

44 Concept Evaluation Page 44

45 At an Overall level around 8 out of 10 respondents like the mall and are likely to visit it.
Base-All Fig in %

46 The primary reasons for visiting the mall would be – (i) Shopping for clothes, accessories, (ii) Visiting the food court, coffee shops (iii) Restaurant , fine dining Frequency of Visit Purpose of visit Shopping for clothes, accessories 90 Food court, Coffee shop 83 Restaurant - fine dining 72 Shopping for Groceries/ Provisional 30 Gaming/Entertainment/Hanging out 18 More than 40% of the respondents would be visiting the mall at least once a week Base-All Fig in % Page 46

47 Majority of the respondents want Bengali & Chinese cuisine to be present in the mall.
The average budget for eating out has been stated as Rs. 245, 2/3rd of the respondents want the price of food to be upto Rs. 200 / head Preferred Cuisine Bengali 77 Chinese 72 North Indian 51 Continental / Italian 26 South Indian 23 Thai 9 Tibetan Mexican 4 Japanese 2 Preferred Price Range Upto Rs 200 per head 67 Rs per head 26 Rs per head 4 Rs 750 and above Average (in Rs.) 245 Base-All Fig in % Page 47

48 Most Desired Brands Most Desired Joints
Reebok & KFC are the most desired brands for the respondents. Most Desired Brands Most Desired Joints REEBOK 46 PANTALOONS 23 ADIDAS 16 JOHN PLAYERS LEE 14 BATA PETER ENGLAND 12 LEVI'S 11 VAN HEUSEN KODAK RAYMOND NIKE ARROW 9 KFC 77 DOMINOS 35 MCDONALDS 32 PIZZA HUT 23 MAINLAND CHINA 7 ALI-BABA 5 ARSALAN CCD BARISTA MONGINIS 4 SUBWAY BHOJOHORI MANNA KOOKIE JAR 2 Fig in % Base-All

49 Ample sitting space along with shops opening early are the primary suggestions from the respondents.
Shops should open early 16 Ample sitting space inside & outside the mall 12 A film theatre / multiplex should be there They should have an ATM 9 There should be a medical store 7 Prices of products should be reasonable 5 A kids play area should be there 4 There should be a lot of parking space Base-All Fig in %

50 Population Enumeration
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51 To determine the demographics of the catchment area in terms of the total number of households in the area estimated adult population (above 18 yrs of age) is determined from the voter list as enumerated below Catchment Area Estimated Adult Population (above 18 yrs of age) Male % Female % Total No of Households Sector 1 49 51 32158 11025 Sector 2 50 14968 4045 Kestopur 53 47 22680 5670 Laketown 15887 3388 Baguihati 11340 3240 Ultadanga 52 48 35758 4862 (Source - Election Commission of India - Voter List)

52 Moreover the likeliness to visit a mall in the weekends were predictably higher although more than 50% of the people from Sector 2 and Kestopur were likely to visit during weekdays Source - Nielsen Survey Visit Likeliness (in %) - Top 2 Box Avg Household Size Any Weekend Weekday 4.1 89 98 44 4.0 91 96 53 4.3 78 100 61 4.8 66 12 4.5 26 76 97 22 (Figures in % of sample)

53 Estimated Total Population (No. of households x Avg Household Size)
The estimated total population count is prepared which is a multiplication of the number of households (from the voter list) and the average household size calculated from the survey. It is observed that Sector 1 is the most populous area with an estimated population of around 45,000 people 23532 Ultadanga 14580 Baguihati 16330 Laketown 24551 Kestopur 16182 Sector 2 45203 Sector 1 Estimated Total Population (No. of households x Avg Household Size) Catchment Area

54 Estimated Footfall Weekday Estimated Footfall Weekend
Estimated footfall analysis shows that more than 1.15 lakh people are expected to visit the mall at any point of time. Weekends are likely to see higher turnouts with Sector 1 contributing to about 35% of the total weekend footfall with Kestopur contributing to 28% during weekdays 45420 113853 115521 Total 3838 17287 17767 Ultadanga 3385 13020 Baguihati 1289 10745 Laketown 11662 19150 Kestopur 7824 14243 14790 Sector 2 17421 39409 40049 Sector 1 Estimated Footfall Weekday Estimated Footfall Weekend Estimated Footfall Catchment Area

55 Location Drawing To have a better understanding of the catchment area lacational maps have been provided with (ref from Google Maps) keeping the mall “AMP VAISAAKKHI” as the base point. The maps give us a clear representation of the sub areas within the catchment areas from where the survey was carried out. The locational maps have been provided for the following areas:- Sector 1 Salt lake Sector 2 Salt Lake Kestopur Baguihati Laketown Ultadanga

56 Blocks in Sector 1 are shown below:-
Block AA, BA, CA, DA, EA, FA, AB, BB, CB, DB, EB, AC,BC, CC, DC, EC, AD, BD, CD, DD, AE, BE, CE, DE, AF, BF, CF, DF

57 Blocks in Sector 2 are shown below:-
Block AG, BG, CG , DG, AH, BH, AJ, BJ, CJ, DJ, AK, BK, CK, DK, AL, BL, CL, DL, ED, EE

58 The areas under Kestopur are displayed in the map given below:-
Ghosh Para, Majher Para, Hana Para, Rabindra Pally, Adarsha Pally, Prafulla Kanan, Narayantola, Chirantani Park

59 The areas under Baguihati are displayed in the map given below:-
Deshbandu Nagar, Aswani Nagar, Zarda Bagan, Narayantola West

60 Laketown Block B,C and Sreebhumi Tank No 1-5 in DumDum Park Area
The areas under Laketown are displayed in the map given below:- Laketown Block B, Block C ,Sreebhumi and Tank no-1,2,3,4,5 in DumDum Park area Laketown Block B,C and Sreebhumi Tank No 1-5 in DumDum Park Area

61 The areas under Ultadanga are displayed in the map given below:-
Ultadanga, Murari Pukur and Bagmari Murari Pukur Bagmari

62 Overall Snapshot Overall catchment area is enumerated below:-

63 Thank you…


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