There are n numbers of builders in Noida, why to study all these builders. Select the sector of your choice & go with the best available builder in that sector. and I feel 3C is the best in the sector of your choice.
5 to 10% price difference hardly matters for security of your funds & relief in mind. My suggestion go for Lotus Zing.
Is Urbtechbuilder any good? Has anyone analysed the Xavier project they have in Sector 168? I am not able to find details about it on any of the forums, except for a long discussion about the flaws in Zing (which I totally agree)