📄 Abstract
The study of customer perception in the context of alternative and agro-based investments has gained increasing relevance as Indian investors seek diversification beyond conventional financial instruments. This paper examines the customer perception towards Red Sandalwood farmland investment with specific reference to Sai Properties & Projects Ltd, a plantation investment firm operating primarily in Andhra Pradesh. Adopting a descriptive research methodology, the study draws upon primary data collected through structured questionnaires administered to 100 purposively sampled respondents comprising existing investors, potential investors, and investor-facing employees of the organization. The data was subjected to percentage analysis, one-way Analysis of Variance (ANOVA), and Chi-Square tests. The findings reveal that a substantial majority of respondents — 70% — hold a favorable overall perception of Red Sandalwood as a long-term investment category, while 66% express trust in the company's institutional credibility. However, the study identifies significant gaps in investor awareness, post-investment communication, risk disclosure, and documentation clarity that require focused organizational attention. Statistically, ANOVA confirms that perception towards the investment does not vary significantly across age groups (F = 1.127, p = 0.348), indicating broad generational appeal. The Chi-Square analysis reveals a significant association between annual income level and concern about the gestation period (χ² = 18.742, p = 0.028), underscoring the disproportionate burden that the illiquid, long-cycle investment places on lower-income investor segments. The study concludes that while Sai Properties & Projects Ltd has established a credible service foundation, meaningful improvements in investor communication, HR-driven service quality, digital engagement, and transparent risk disclosure are essential to sustaining and expanding investor confidence. A structured referral program and segmented communication strategy are specifically recommended to leverage the organization's existing investor satisfaction and maximize organic growth.
📚 How to Cite:
Ch. Naga Durga Shalini, Dr. K. K. Karthick , AN ANALYSIS OF CUSTOMER PERCEPTION TOWARDS RED SANDALWOOD FARMLAND INVESTMENT WITH REFERENCE TO SAI PROPERTIES & PROJECTS LTD , Volume 13 , Issue 7, July 2026, EPRA International Journal of Environmental Economics, Commerce and Educational Management(ECEM) , Pages: 30 - 37 , DOI: https://doi.org/10.36713/epra28713