International Research Journal of Education and Technology

Hyderabad is a city known for wealth creation, with a GDP of $75.2 billion, the sixth richest in the country. This has created an opportunity for luxury homes in Hyderabad. This has created an opportunity for real estate agents and builders to offer ultra-luxury homes. Studying consumer buying behavior involves trying to understand the complexities of people and why they behave as they do in the market, here in the luxury market. Recognize that it takes place in individuals with personalities and attitudes. Builders should incorporate consumer behavior studies to better understand the rationale behind market decisions. Incorporating the concept of purchasing behavior into the ultra-luxury decision-making process will improve our understanding of the individual decision-making process. This understanding leads to better explanations and forecasts in the market, which in turn leads to greater market success. However, there are no systematic studies to understand the influencing factors. This study attempts to fill the above gap by covering various aspects such as internal factors related to ultra-luxury home purchases, buyers' expectations of ultra-luxury homes. The study included other factors such as pricing, investment, vastu and purchase decisions. The study was conducted by collecting data from the HNIs who visited the reputed luxury project “Experience Center” with an intention of purchasing   ultra-luxury apartments in Jubilee Hills, Hyderabad.