This empirical study systematically examines the critical determinants shaping consumer purchase decisions in India's rapidly evolving residential real estate sector, with a focused analysis of Realty Smartz Pvt Ltd customers in Gurugram. Grounded in Consumer Decision-Making Theory and Utility Theory, primary data from 25 stratified respondents reveal that legal compliance under RERA (mean = 4.72) and builder reputation (mean = 4.58) have emerged as dominant influencers, surpassing traditional factors such as price and location in the post-RERA regulatory environment. Multiple regression analysis confirms RERA compliance (β = 0.35, p < 0.01) and builder reputation (β = 0.32, p < 0.01) as the strongest predictors of purchase intent (R² = 0.68), signaling a paradigm shift toward trust-centric decision-making amid accelerated urbanization and regulatory maturation. These findings yield actionable strategic recommendations for real estate consultancies, advocating enhanced transparency protocols, brand-aligned marketing frameworks, and regulatory compliance verification systems to fortify buyer confidence and competitive positioning within Gurugram's high-growth market.

Keywords: Consumer purchase decisions, residential real estate, RERA compliance, builder reputation, Gurugram market, multiple regression analysis, Realty Smartz Pvt Ltd