Demonetization was started by Hon'ble Prime Minister Mr. Narendra Modi from 9 th Nov 2016. By banning Rs.500 & Rs.1000 notes use in the market to reduce corruption and removal of black money from the country. This move would impact the real estate sector accordingly. According to studies the Property Prices have increased by 3-4% in last 4 years and there are many projects unsold due to increased prices and after the announcement of Demonetization the buyer is worried about prices of

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... property. All the builders have similar location, same facilities and at similar pricing this makes the buyer to focus on product and service to make the buying decision in the demonetization phase. The paper focuses on the product attributes and services of builder and purchasing behavior of buyer. The study was conducted for 100 respondents in Pune. This study shows that the buyer is intended to move towards the services attributes of the residential property in addition to the product. The market is saturated and demand and supply equation is used by the buyers.