Case Study: Uncovering Tenant Preferences for Homes in Bangalore - A Marketing Mix Approach

This case study investigates the key factors shaping housing rental decisions among tenants in Bangalore, India’s leading technology-driven metropolis, using the marketing mix framework as the primary lens of analysis. Consistent with approaches adopted in rental housing research across emerging Asian markets, the study evaluates how property features, pricing, location access, promotional influence, service encounters, and overall service quality collectively affect tenant satisfaction and long-term retention outcomes (Saguansap, 2025). A quantitative survey design was used, collecting responses from 1,615 tenants across five major zones of Bangalore through stratified random sampling. Using Pearson correlation and multiple regression analysis, the results indicate that service quality, location convenience, and personnel interactions are the strongest predictors of rental decision-making, outweighing the impact of price sensitivity and promotional offers (Saguansap, 2025). These findings hold particular relevance in the post-pandemic rental environment, where shifts in lifestyle expectations and service standards continue to reshape housing priorities and customer experience benchmarks (Kuk et al., 2021).

Rental housing, Marketing mix, Tenant satisfaction

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