PREFACE

Classroom teaching helps the student by making conceptual base clear, but on the job training is a way, which helps the students to get the applied knowledge of the concept. It has been a great experience working with this project. It was a great learning which helped me to understand the consumer behaviour with company Product. It was required to prepare a report on the topic !tudy of consumer behaviour on ".# Cement and factors affecting its purchase$. %ll the executives of the entire company helped me a lot to prepare this report.

Page 1 of 46

TABLE OF CONTENTS
!&.'o. ) 0 6 9 ; < = > ? )@ )) )0 )6 )9 (opics %C#'*+&,-.,/,'( ,1,C2(I3, !2//%45 4,!,%4C7 *8",C(I3,! !C*P, *: (7, !(2-5 C*/P%'5 !(2-5 4,3I,+ *: &I(,4%(24, 4,!,%4C7 /,(7*-*&*.5 -%(% I'(,4P4,(%(I*' %'- %'%&5!I! :I'-I'.! A2,!(I*''%I4, 4,C*//,'-%(I*'! &I/I(%(I*'! C*'C&2!I*' 8I8&I*.4%P75 Page 'o.

ACKNOWLEDGEMENT
I would like to thank "# cement for providing me with an opportunity to work on my project on consumer behaviour. (he immense help and support received from ".# Cement over whelmed me during the project. I am highly indebted to /r. Pankaj 8asra B".# Cement ltd, 4egional 7eadC, who provide me with the necessary information and his valuable suggestion and comment on bringing out this report in the best possible way.
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I also thank -r. (ripura !undari, faculty guide, Institute of /anagement, 'irma 2niversity who has sincerely supported me with the valuable insight into the completion of this project. &ast but not the least my heartfelt love of my parents, their constant support and blessing helped me throughout the project.

EXECUTIVE SUMMARY
(imes have never been so good for the Indian cement industry. (he robust earnings growth posted by cement companies since last eight quarters has been unprecedented. !trong demand and slower capacity addition has resulted into cement prices perking up by almost 6; to ;@ percent over last two years. +e believe the purple patch for cement companies is likely to continue for another four to five quarters till the new capacities get commissioned although the earnings would see moderate
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growth going forward due to high base effect. (here is no room for dramatic rise that has been witnessed over past five quarters marked by reversal in cement cycle. :rom longer tern perspective, we believe cement companies would feel the pressure on margins post -ecember 0@@=, both on account of rising cost as well as vanishing pricing power, at least in some pockets across India. Cement is a commodity business characteriDed by peak E trough phases. %fter three years of boom, the industry is close to its peak E the way cement companies are rushing up to cash in on the boom by expanding furiously does not sound conducive from investment perspective. In the given scenario, we remain neutral on the sector per se. (here is nothing to suggest pressing panic buttons as of now but the outlook may turn negative in case supply continues to grow at frenDied pace. :rom long term horiDon, we believe itFs time to lighten cement portfolio E adopt bottom up approach rather than going gung ho about the sector. -riven by solid earnings over next three quarters, cement stocks will continue to attract the market fancy. (hat is the best time to reshuffle cement portfolio in favour of potential frontrunners. 8ased upon location, cost efficiency, competitiveness, capGex plans E financial performance, we recommend a few winners that will outpace the peers. (he best Investment strategy would be to exploit every rise to exit weak cement stocks E accumulate the winning stocks.

RESEARCH OBJECTIVE
(o know the consumer behaviour on ".# cements and factors affecting their purchase. (he project is carried out for knowing the consumer behaviour on ".# cement and factor affecting their purchase. (he project will be done in .ujarat. I will take market players in cement industry. (hey are %CC, %mbuja, "aypee, !hree, 8inani, bangur and "#

Research Me h!"!#!$%
(he descriptive nature of the research necessitated collection of primary data from retailers of cement through market survey. Personal Interview method will be used and interview would be Page 4 of 46

conducted through Hstructure questionnaireF. +ith the help of the Auestionnaire I will try to analyDe each n every factor which is responsible for the satisfaction level of the retailers, dealers, &%8*24 BmistriHsC and consumers toward "# cement and its competitors. !tudy will also include market demand for the cement, market share, and competitorFs analysis to know the exact position of cement in the market.

Sa&'#()$ Tech)(*+e
4andom !ampling technique will be used to select the retailers and consumer. ?@ respondents will be taken including retailers, dealers, labours BmistriFsC, consumer Bof age group 6@ and above, both and female and income level above 9 lac per annumC. (he project will be carried out for ;@ days. %fter collecting the detailed information from the market, analysis of data will be made.

Research a)" Des($)

Introduction *bjectives !cope and &imitation

I) r!"+c (!)
(oday it is fashionable to talk about the new economy. +e hear that the business are operating in globaliDe economyI things are moving at a nanosecond pace our market are characteriDed by hyper competition and disruptive technologies are challenging every business and so business must adopt to empower consumer. (o become successful in such a competitive environment the business organiDations have to be customer oriented. Customers need and want must be taken care of.$ 8uilt customer and not only products$. Customer must be delighted. (his information about the market could be collected by the way of proper market survey. (he information about the market will be gathered by visiting retailers, dealers, customers in the market. Interview of retailers was taken depending upon their accessibility. +hile doing the project attempt will be made to collect maximum information about the market. (o get actual and correct information, it will not be told retailersI dealers etc. that the survey is conducted by "# Cement for the obvious reasons .'umber of retailers, dealers were visited to get the actual picture of the market. %gain, the retailers of each grade Baccording to the performanceC will be visited, to get each and every detail about the market. %fter collecting the derailed information about the market analysis is done. In the analysis, we will try to suggest the observation would be carefully analyDed and suggestion would be given to management that how they can improve their branding strategies in this cluttered market.
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 O,-ec (.e !/ he Pr!-ec

(he main objective of the project is to study the consumer behaviour on ".# Cement and factors affecting its purchase. (o attain the main objective other sub objective are needed to be achieved. (hese are listed belowJ (o know the customer preference for the brands of cement. (o know the preference of dealers for sorting different brands of cement. (o know the effectiveness of advertisements. (o know various purchase decision influencer factors. (o know the best advertisement medium.

(hus it attempt to find ways to increase market share, to increase customer satisfaction and thus increase the business prospects.

SCOPE OF THE STUDY

(he study can help in analyDing certain weak point, improving on which a company can overcome the low sales of its cement but only in .ujarat region.

Ce&e) I)"+s r% () I)"(a

Cement Industry in India is on a roll at the moment. -riven by a booming real estate sector, global demand and increased activity in infrastructure development such as state and national highways, the cement industry has witnessed tremendous growth. Production capacity has gone up and top cement companies of the world are vying to enter the Indian market, thereby sparking off a spate of mergers and acquisitions. Indian cement industry is currently ranked second in the world.
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(he origins of Indian cement industry can be traced back to )?)9 when the first unit was setGup at Porbandar with a capacity of )@@@ tonnes. (oday cement industry comprises of )0; large cement plants and more than 6@@ mini cement plants. (he Cement Corporation of India, which is a Central Public !ector 2ndertaking, has )@ units. (here are )@ large cement plants owned by various !tate .overnments. Cement industry in India has also made tremendous strides in technological upgradation and assimilation of latest technology. Presently, ?6 per cent of the total capacity in the industry is based on modern and environmentGfriendly dry process technology. (he induction of advanced technology has helped the industry immensely to conserve energy and fuel and to save materials substantially. Indian cement industry has also acquired technical capability to produce different types of cement like *rdinary Portland Cement B*PCC, Portland PoDDolana Cement BPPCC, Portland 8last :urnace !lag Cement BP8:!C, *il +ell Cement, 4apid 7ardening Portland Cement, !ulphate 4esisting Portland Cement, +hite Cement etc. !ome of the major clusters of cement industry in India areJ !atna B/adhya PradeshC, Chandrapur B/aharashtraC, .ulbarga B#arnatakaC, 5erranguntla B%ndhra PradeshC, 'algonda B%ndhra PradeshC, 8ilaspur BChattisgarhC, and Chandoria B4ajasthanC.Cement industry in India is currently going through a consolidation phase. !ome examples of consolidation in the Indian cement industry areJ .ujarat %mbuja taking a stake of )9 per cent in %CC, and taking over -&: Cements and /odi CementI %CC taking over I-C*&I India Cement taking over 4aasi Cement and !ri 3ishnu CementI and .rasimKs acquisition of the cement business of &E(, Indian 4ayonKs cement division, and !ri -igvijay Cements. :oreign cement companies are also picking up stakes in large Indian cement companies. !wiss cement major 7olcim has picked up )9.> per cent of the promotersK stake in .ujarat %mbuja Cements B.%C&C. 7olcimKs acquisition has led to the emergence of two major groups in the Indian cement industry, the 7olcimG%CCG.ujarat %mbuja Cements combine and the %ditya 8irla group through .rasim Industries and 2ltratech Cement. &afarge, the :rench cement major has acquired the cement plants of 4aymond and (isco. Italy based Italcementi has acquired a stake in the #.#. 8irla promoted Luari IndustriesK cement plant in %ndhra Pradesh, and .erman cement company 7eidelberg Cement has entered into an equal jointGventure agreement with ! P &ohia .roup controlled Indo 4ama Cement. Cement is a key infrastructure industry. It has been decontrolled from Price and distribution on )st /arch, )?>? and deli censed on 0;th "uly, )??). 7owever, the performance of the industry and prices of cement are monitored regularly. (he constraints faced by the industry are reviewed in the Infrastructure Coordination Committee meetings held in the Cabinet !ecretariat under the Chairmanship of !ecretary BCoordinationC. Its performance is also reviewed by the Cabinet Committee on Infrastructure.
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 D!&es (c P#a%ers
+hile the Cement Corporation of India, a Central public sector undertaking, comprises )@ unitsI the various !tate governments own )@ large cement plants. %mong the leading domestic players in terms of cement manufacturing areJ %mbuja Cement, %ditya 8irla .roup Bwhich owns 2ltra(ech CementC, %CC &td., 8inani Cement, India Cements and " # Cement. (hey are not only the foremost producers of cement but also enjoy a high level of equity in the market.

COMPANY STUDY

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3isionJG (o produce world class white Portland cement at most competitive price. +e will be driven by our commitment to continuous quality improvement and exceeding all our customer expectations. /issionJG (o deliver value to our customers, stakeholders, employees and society at large.

Or($() A)" De.e#!'&e) O/ J0K0Or$a)(1a (!)

(he founder to whom ".# organiDation owes its name was a :ather son, &ate &ala "huggilal !inghania and &ate. &ala #amlapat !inghania. (hey started their business activities from #olkata as financial investors over )@@ years ago in )>>= in )?)9 they shifted towards the Cotton Mtextile industries at #anpur B2.P.C (oday in India ".# *rganiDation occupies a place of pride in industrial and commercial :ields. (he !inghania family struggled over last two centuries and contributed to the economic and social growth of India. In the process of industrialiDation they attend the present place of destination among the top industrial pioneers of the country. /N! ".#.Cement works is a division of ".#. !ynthetics &imited #anpur a member of ".#.*rganiDation. (his is a multi product and multi unit company with diversified operation in synthetic fibers, Cement plants Bgray E whiteC, Power generation etc. /N! ".#. synthetics &imited established their first gray Portland cement plant based on dry process technology at 'imbahera in the year )?=9 .(he main aim to set up the plant was to fulfill the demand of cement in the country.

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(he main reason of establishing this plant in 'imbahera was easy availability of raw materials B&imestoneC in sufficient quantity. (he whole /aarwad /alwa belt is carrying plenty of &imestone i.e. primary raw materials for cement manufacturing. (hen first kiln of this plant was started at ?@@ tons per day B(PIC and subsequently the capacity was increased by addition of two more kilns f )0@@ (P- )6;@ (P- E 69@@ (P- in )?=?, )?>0 E )?>> respectively. In 0@@0 new .rey Cement plant was installed at /angrol with initial production capacity of 0;@@ (P-. (oday 'imbahera plant production is around =@@@ (P- and /angrol plant production is about 6@@@ (P- contributing to total production of )@@@@ (P-. ".#.Cement has been awarded by I!* G?@@@, I!*G?@@0, I!*G)9@@@ E *7!%!G)>@@@.

F!+)"a (!)

Page 10 of 46

&alajuggilal singhania B)>;=G)?00C

&alakamlapat !inghania B)>>9G)?6=C

&ate !ir Padampat !inghania

GP(##ars2
Mr0Ya"+'a ( S()$ha)(a 3Ma)a$()$ D(rec !r4 /r. !inghania, our /anaging -irector and Chief ,xecutive *fficer, holds a 8achelor of (echnology B8.(ech.C degree from Indian Institute of (echnology, #anpur. 7e has experience spanning 0; years in the cement industry. 7e has been associated with the Company as its Promoter -irector and has led our Company since its inception in )??9. 7e was appointed /anaging -irector of the Company with effect from %pril ), 0@@9. 7e was instrumental in setting up the "#!& Cement -ivision. 7e is the -irector of the ,mployers %ssociation of 'orthern India, President of #anpur Productivity Council, and member of the 8oard of .overnors of the 'ational Council for Cement and 8uilding /aterial and "odhpur Chamber of Commerce. 7e is also a member of the managing committee of Cement /anufacturers %ssociation. 7e has held the position of -istrict .overnor of 4otary International and President of :oreign (rade -evelopment BIndiaC %ssociation. Dr0Ga+r Har( S()$ha)(a 3Cha(r&a)4 -r. !inghania, our Chairman, holds a /aster of %rts degree in ,conomics and a Ph- degree in ,conomics from %gra 2niversity. 7e has corporate experience spanning ;@ years. 7e has been associated with the Company as its Promoter -irector and has led our Company since its inception in )??9. 7e is also the Chairman of "#!&, "uggilal #amlapat Cotton !pg. E +vg. /ills Company &imited and ".#. (raders &imited. 7e has held the position of Chairman of the /erchant Chambers of 2ttar Pradesh and ,mployers %ssociation of 'orthern India.

7e has also been the president of 2ttar Pradesh !tock ,xchange %ssociation &imited. 7e has been a director of Pradeshiya Industrial Investment Corporation of 2ttar Pradesh, 2ttar Pradesh !tate Industrial -evelopment Corporation and the 2ttar Pradesh !tate !ugar Corporation. Page 11 of 46

Currently, he is also the chancellor of -ayanand !hiksha !ansthan and the president of #anpur ,ducation !ociety

C!&'a)% Pr!/(#e
P#a) #!ca (!)5 ".#. Cement works is located at 'imbahera, -istrict Chittorgarh ,4ajasthan, 'imbahera is situated 6@ #./. south of Chittorgarh and connected to "aipur by meter gauge railway line udaipur the nearest domestic airport is )@@ #./. southeast of 'imbahera by rail and road. It is well connected with, Indore, Chittorgarh, %jmer, "aipur, and .ujrat etc. (he plant is approximately 0 #./. away from 'imbahera railway E bus station. Pr!"+c 5 ".#.Cement works 'imbahera is leading producer of *rdinary .rey Cement and 8lended Cement, Plant was set up in technical assistance with /N! :.&.smidth of Copenhagen -enmark and started commercial production in )?=9 with an initial production capacity of ?@@ (P- and subsequently upgraded in phase to =@@@ (P-. Sa#(e) /ea +res5 :irst dry process plant in India. &atest Process Precaleinator technology for clinker 2nit II was first P&C controlled cement plant in India. /ost advanced and sophisticated central control room for entire process control from one point. *n line quality control by 1Gray analyDer. ComputeriDed maintenance management system extended to stores, purchase sales account personnel function etc. Continuous ongoing process of training E development at 4egional (raining Centre B'orthC 'imbahera.

6+a#( % 'ara&e ers5 ".#.Cement 'imbahera is using the latest dry process precalicination technique in its plant. (his technique incorporates a five stage precheater, Precalcinator, air swept vertical roller mills and
Page 12 of 46

electronically controlled packaging machine. (he major produced grade is 96 grade cement. It is also an I!* ?@@0 certified manufacturing company. a certificate given by &loyd. 4egister of quality assurance 2.#. Cement has different quality parameters which can be classified broadly in two categories Chemical and physical generally cement is of three different grades i.e. 66, 96, ;6 based upon cementFs 6.= or 0> days compressive strength. ".#. Cement is pioneering in 96 grade cement because of its quality consciousness. Ach(e.e&e) s 5 'ational award for highest production in )?=>. )@9O production in )??@G?). 4ecord production ).>< million tons against capacity of ).;@ million tons per annum. Power consumption reduced to )); 2nits per ton of cement in spite of multiple and old units. 'ow it has touched as low as )@@ units per ton. !pecific heat consumption achieved up to =<@ #ilo Calorie per #g. of clinker. !elected as one of the lead plant by +orld 8ank E -%'I-% for setting up the 4egional (raining Centre. 4eceived I!* ?@@0 certificate for manufacturing and marketing of +hite as well as .rey cements both in )??;.

BINANI CEMENT
&imited is engaged in the production and sales of cement and clinker. (he CompanyKs products include ordinary Portland cement and clinker. -uring the fiscal year ended /arch 6), 0@)@ Bfiscal 0@)@C, the Company produced ;0.>@ lac metric tons of cement. In -ecember 0@@?, the Company commissioned a cement mill of ))@ throughput per hour B(P7C capacity. (he CompanyKs overseas projects include !handong 8inani 4ongF%n Cement Co. &td., China B!84CCC and 8inani Cement :actory &&C, -ubai B8C:&&CC. (he Company focuses to set up a .reenfield Cement plant of 0.; million tons per annum capacity at !utrapada in .ujarat. Its parent company is 8inani Industries &imited. (he CompanyKs subsidiaries include #rishna 7oldings Pte &imited, /ukundan 7oldings &imited, /urari 7oldings &imited and 8humi 4esources B!ingaporeC Pte &imited.

ACC
B%CC &imitedC is IndiaKs foremost manufacturer of cement and concrete. %CCKs operations are spread throughout the country with )< modern cement factories, more than 9@ 4eady mix
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concrete plants, 0@ sales offices, and several Donal offices. It has a workforce of about )@,@@@ persons and a countrywide distribution network of over ?,@@@ dealers.!ince inception in )?6<, the company has been a trendsetter and important benchmark for the cement industry in many areas of cement and concrete technology. %CC has a unique track record of innovative research, product development and specialiDed consultancy services. (he companyKs various manufacturing units are backed by a central technology support services centre G the only one of its kind in the Indian cement industry. %CC plants, mines and townships visibly demonstrate successful endeavours in quarry rehabilitation, water management techniques and HgreeningF activities. (he company actively promotes the use of alternative fuels and raw materials and offers total solutions for waste management including testing, suggestions for reuse, recycling and coGprocessing.

J0K7s Ma)a$e&e) Ph(#!s!'h%

Customer !atisfaction %lways invest in &atest (echnology 7uge -istribution 'etwork Creation ,xpansion through 8alancing ,quipment Constant focus on Cost Control E Auality Invest in /anagers E -evelop People !kills !tability of ,xecutive /anagement E &ow ,mployee turnover !ocial +elfare G % Priority

S(8 C!re Va#+es O/ JK ce&e) L "

+e succeed through satisfied customers. +e deliver quality and excellence in all we do. +e require premium return on assets. +e use technology to develop market leadership. +e value and empower our employees. +e behave responsibly as a corporate citiDen.

RESEARCH METHODOLOGY
Page 14 of 46

(his report acts a general guide line in framing the entire research work. :urther it gives clear ideas about defining the research problem, research design, sampling design, methods of data collection and measurement and scaling techniques. (his report acts as a general guideline in framing the entire research work. 7ence, a research should be a step towards the awareness of the expanding needs of the customers and thereby to meet them. "ust as many dissatisfied customers do not register formal complaints, satisfied customers may not provide the feedback necessary to understand as to why the satisfaction has occurred. 7ence, a detailed research is required to know as to what is lacking in the system and what can be done thereof. % recent study of the corporate world has clearly established the fact that only such of those corporations which have given their customers maximum value for their money, have survived and further, only such of those companies that have gone beyond the stage of satisfying the customers into delighting them by exceeding their expectations have really grown beyond oneFs wildest dreams. 4esearch methodology is a method used to systematically and scientifically solve the research problem. (he present study is about the !tudy of consumer behaviour on ".# Cement and factors affecting its purchase$.

Research Des($)
% research design is purely the frame work or plan used to study and analyDe the data collected. 4esearch is the scientific way to solve the problem and it is increasingly used to study the market potential. (his involves exploring all possible methods of solving the research problems, examining the alternative methods one by one and arriving at the best method, considering the resources at the disposal of the researcher.

Descr(' (.e Research

(he 4esearch design used for this study is -escriptive design, which includes surveys and fact findings of different kinds. (he major purpose of descriptive research is a description of the state of affairs, as it exists at present .(he entire analysis is described in detail with the use of a well structured questionnaire and the interpretation thereon.

Sa&'#e "es($)
% sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for her sample. (he random sampling technique is to be employed for data collection. 9; dealers and retailers were interviewed altogether from .2"%4%( for the collection of primary data through questionnaire in order to extract pieces of information and opinions about ".#. cement and other cement manufacturers.
Page 15 of 46

0 different structured 'onG-istinguished -irect Auestionnaire that includes multiple choice and *penG,nded Auestions was framed to carry out the survey and obtain the necessary information from the Customers and dealers and retailers.

S!+rce !/ "a a
(he data for this study was collected from primary source and secondary source. (he primary data was collected through questionnaire and survey. (his catered to the needs of studying the objectives. (he secondary data was collected from articles given in internet, journals and magaDines to gather information about the company and the topic of the study.

Pr(&ar% Da a
Primary data was obtained by interviewing the dealers and retailers, the customers.

Sec!)"ar% Da a
(hrough past records of the company, annual reports, magaDines and journals and internet to understand the topic.

Sa&'#e S(1e
%bout ?@ respondents were surveyed and assessed for their opinion about Cement. !urvey was done in .2"%4%( only.

Research Me h!"!#!$%
!urvey /ethod was chosen to obtain the needed information from the respondents so as to study the various magnitudes of the project objectives.

Research I)s r+&e)

0 Auestionnaires are structured for evaluating the customers and dealers and retailers. Contact /ethod Personal visit to various shops E various places in .ujarat.

Sa&'#()$ Pr!ce"+re
'*'GP4*8%8I&I!(IC C*'3,'I,'( !%/P&I'. (echnique was followed for getting the response to the questionnaire.

Per(!" !/ s +"%
(he reference period for conducting this study is from 0@th 'ovember to 00nd 'ovember, 0@)6.

DATA INTERPRETATION AND ANALYSIS

Page 16 of 46

F()"()$s /r!& C+s !&ers5 92M!s Pre/erre" Bra)"

S a (s (cs 5 /ost Preferred 8rand ' 3alid /issin g /edian 9; @ 9.@@@@

M!s Pre/erre" Bra)" Perce :requency 3alid ".# Cement 8inani %CC %mbuja !hree "aypee 8irla 8angur (otal I) er're a (!)5 :rom the above table, we can make the analysis that )=.>O of the consumers prefer "# cement whereas %mbuja and !hree brand has a highest value in the eyes of customers. > ; ; )) )@ 6 0 ) 9; nt )=.> )).) )).) 09.9 00.0 <.= 9.9 0.0 )@@.@ 3alid Percent )=.> )).) )).) 09.9 00.0 <.= 9.9 0.0 )@@.@ Cumulative Percent )=.> 0>.? 9@.@ <9.9 ><.= ?6.6 ?=.> )@@.@

Page 17 of 46

Most Preffered Brand

12

10

Frequency

0 J.K Cement Binani ACC Ambuja Shree Jaypee Birla Bangur

Most Preffered Brand

:2M!s A".er (se" Bra)"

S a (s (cs5 /ost %dvertised 8rand ' /edian 3alid 9; /issing @ 9.@@@@

/ost %dvertised 8rand

Page 18 of 46

Perce :requency 3alid ".# Cement 8inani %CC %mbuja !hree "aypee 8irla 8angur (otal I) er're a (!)5 ) ; )@ )9 ? 0 ) 6 9; nt 0.0 )).) 00.0 6).) 0@.@ 9.9 0.0 <.= )@@.@

3alid Percent 0.0 )).) 00.0 6).) 0@.@ 9.9 0.0 <.= )@@.@

Cumulative Percent 0.0 )6.6 6;.< <<.= ><.= ?).) ?6.6 )@@.@

:rom the above table we can analyDe that ".# Cement B0.0OC advertisements are very less as compared to most advertised brand like ambuja B6).)OC and %CC B00.0OC.

Most Advertised Brand

12.5

Frequency

10.0

7.5

5.0

2.5

0.0 J.K Cement Binani ACC Ambuja Shree Jaypee Birla Bangur

Most Advertised Brand

;2A".er (se&e) E//ec (.e)ess

S a (s (cs 5 %dvertisement ,ffectiveness ' 3alid /issin 9; @
Page 19 of 46

g /edian 9.@@@@

%dvertisement ,ffectiveness 3alid :requency Percent 3alid 'ewspaper > )=.> 7oarding 6 <.= +all 6 <.= Painting (.3 0? <9.9 *thers 0 9.9 (otal 9; )@@.@ I) er're a (!)5 :rom the chart and the table, we can analyDe that advertisement are most effective on (.3 B<9.9OC, 'ewspaper B)=.>OC E so on. Percent )=.> <.= <.= <9.9 9.9 )@@.@ Cumulative Percent )=.> 09.9 6).) ?;.< )@@.@

Advertisement Effectiveness

+0

Frequency

20

10

0 )e*!paper &'ar(ing $all%ainting ".# ther!

Advertisement Effectiveness

<2M!s S+$$es e" Bra)"

S a (s (cs5
Page 20 of 46

/ost !uggested 8rand ' 3alid /issin g /edian 9; @ 9.@@@@

/ost !uggested 8rand 3alid :requency 3alid ".# Cement 8inani %CC %mbuja !hree "aypee 8irla 8angur (otal I) er're a (!)5 :rom the above table, we can analyDe that most suggested brand by various sources is %mbuja B09.9OC then !hree B00.0OC and then ".# B)=.>OC. > ; 9 )) )@ 6 ) 6 9; Percent Percent )=.> )).) >.? 09.9 00.0 <.= 0.0 <.= )@@.@ )=.> )).) >.? 09.9 00.0 <.= 0.0 <.= )@@.@ Cumulative Percent )=.> 0>.? 6=.> <0.0 >9.9 ?).) ?6.6 )@@.@

Page 21 of 46

Most Suggested Brand

12

10

Frequency

0 J.K Cement Binani ACC Ambuja Shree Jaypee Birla Bangur

Most Suggested Brand

=2P+rchase Dec(s(!) I)/#+e)cer

S a (s (cs 8rand !uggested 8y ' 3alid /issin g /edian 9; @ ).@@@@

Bra)" S+$$es e" B% 3alid :requency Percent 3alid ,nginee r :riends /istries -ealers *thers (otal 06 > ? 9 ) 9; ;).) )=.> 0@.@ >.? 0.0 )@@.@ Percent ;).) )=.> 0@.@ >.? 0.0 )@@.@ Cumulative Percent ;).) <>.? >>.? ?=.> )@@.@

Page 22 of 46

I) er're a (!)5 :rom the above table, we can analyDe that maximum number of people take the advice from the engineers B;).)OC during purchasing of cement then from their mistries B0@OC and then from the friends B)=.>OC, hence we can come to the conclusion that firstly people give priority to engineers in purchasing cement, then to mistries.
Brand Suggested By

25

Frequency

20

15

10

0 /ngineer .rien(! -i!trie! ,ealer! ther!

Brand Suggested By

>2Bes Bra)" Ra ()$

S a (s (cs 8rand 4ating ' 3alid /issin g /edian 8rand 4ating 3alid :requency 3alid ".# Cement %CC "aypee !hree 8inani 8irla %mbuja 8angur > ; 6 )@ ; 0 )) ) Percent Percent )=.> )).) <.= 00.0 )).) 9.9 09.9 0.0 )=.> )).) <.= 00.0 )).) 9.9 09.9 0.0
Page 23 of 46

9; @ 9.@@@@

Cumulative Percent )=.> 0>.? 6;.< ;=.> <>.? =6.6 ?=.> )@@.@

(otal I) er're a (!)5

9;

)@@.@

)@@.@

:rom the above table, we can analyDe that %mbuja B09.9OC has got the best cement brand perception, then !hree B00.0OC and then ".# B)=.>OC.
Brand Rating

12

Frequency

10

0 J.K Cement ACC Jaypee Shree Binani Birla Ambuja Bangur

Brand Rating

IN SELECTING CEMENT WHAT IS PREFFERD 92Bra)" I&a$e

S a (s (c5 8rand Image ' 3alid /issin g /edian 8rand Image 3alid :requency 3alid ) 66 0 )) 6 ) (otal 9; Percent =6.6 09.9 0.0 )@@.@ Percent =6.6 09.9 0.0 )@@.@ Cumulative Percent =6.6 ?=.> )@@.@ 9; @ ).@@@@

Page 24 of 46

Brand Image

40

+0

Frequency

20

10

0 1 2 +

Brand Image

:2 Pr(ce
S a (s (cs 5 Price ' 3alid /issin g /edian Price Percen 3alid :requency 3alid ) 6 0 < 6 6< (otal 9; t <.= )6.6 >@.@ )@@.@ Percent <.= )6.6 >@.@ )@@.@ Cumulative Percent <.= 0@.@ )@@.@ 9; @ 6.@@@@

Page 25 of 46

Price

40

+0

Frequency

20

10

0 1 2 +

Price

;2 C!).e)(e)ce !/ L!ca (!)

S a (s (cs C!).e)(e)ce !/ L!ca (!) ' 3alid /issin g /edian 9; @ 0.@@@@

C!).e)(e)ce !/ L!ca (!) :requenc y 3alid ) ? 0 0? 6 = (otal 9; Percent 0@.@ <9.9 );.< )@@.@ 3alid Percent 0@.@ <9.9 );.< )@@.@ Cumulative Percent 0@.@ >9.9 )@@.@

Page 26 of 46

Convenience of Location

+0

Frequency

20

10

0 1 2 +

Convenience of Location

I) er're a (!)5 :rom the above tables and charts, we can make the analysis that 84%'- I/%., is preferred mostly and is ranked first , then secondly C*'3,'I,'C, *: &*C%(I*', then thirdly P4IC, hence we can come to the conclusion that mostly consumer prefer brand image while purchasing cement. Me"(a) !/ a,!.e a## /ac !rs ). /ost Preferred 8rand B/edianP9C 0. /ost %dvertised 8rand B/edianP9C 6. %dvertisement ,ffectiveness B/edianP9C 9. /ost !uggested 8rand B/edianP9C ;. Purchase -ecision Influencer B/edianP)C <. 8rand 4ating B/edianP9C Me"(a) !/ a## a,!.e s(8 /ac !r?<0

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FINDINGS FROM DEALERS

92M!s De&a)"e" Bra)"

S a (s (cs /ost demand brand ' 3alid /issin g /edian 9; ) 9.@@

/ost demand brand 3alid :requency 3alid ".# Cement 8inani %CC %mbuja !hree "aypee 8irla 8angur (otal !ystem < < 9 = > ; 9 ; 9; ) 9< Percent Percent )6.@ )6.@ >.= );.0 )=.9 )@.? >.= )@.? ?=.> 0.0 )@@.@ )6.6 )6.6 >.? );.< )=.> )).) >.? )).) )@@.@ Cumulative Percent )6.6 0<.= 6;.< ;).) <>.? >@.@ >>.? )@@.@

/issin g (otal

I) er're a (!)5 :rom the above table, we can analyDe that most demanded brand in .ujarat is !hree B)=.9OC, %mbuja B);.0OC and then ".# CementB)6OC.

Page 28 of 46

Most demand brand

Frequency

0 J.K Cement Binani ACC Ambuja Shree Jaypee Birla Bangur

Most demand brand

:2M!s A".er (se" Bra)"

S a (s (cs /ost advertised brand ' 3alid /issin g /edian 9; ) 9.@@

Page 29 of 46

M!s a".er (se" ,ra)" Percen 3alid 3alid 8inani %CC %mbuj a !hree "aypee 8angur (otal !ystem :requency < 9 ); )) 9 ; 9; ) 9< t )6.@ >.= 60.< 06.? >.= )@.? ?=.> 0.0 )@@.@ Percent )6.6 >.? 66.6 09.9 >.? )).) )@@.@ Cumulative Percent )6.6 00.0 ;;.< >@.@ >>.? )@@.@

/issin g (otal

I) er're a (!)5 :rom the above table we can analyDe that most advertised brand is ambujaB60.<OC , shree B06.?OC , binaniB)6OC.

Most adverertised brand

15

Frequency

10

0 Binani ACC Ambuja Shree Jaypee Bangur

Most adverertised brand

;2 E//ec (.e)ess !/ A".er (se&e)

Page 30 of 46

S a (s (cs %d ,ffectiveness ' 3alid /issin g /edian 9; ) 9.@@

%d ,ffectiveness 3alid 3alid 'ewspaper 7oardings +all Painting (.3 *thers (otal !ystem :requency Percent = );.0 ; )@.? 6 0= 6 9; ) 9< <.; ;>.= <.; ?=.> 0.0 )@@.@ Percent );.< )).) <.= <@.@ <.= )@@.@ Cumulative Percent );.< 0<.= 66.6 ?6.6 )@@.@

/issin g (otal

I) er're a (!)5 :rom the above table, we can make the analysis that most effective advertisement for cement category is (.3 B;>.=OC and then 'ewspaper B);.0OC.7ence we can make a conclusion that cement industry should invest more in advertisement in (3 and 'ewspaper.

Page 31 of 46

Ad Effectiveness

+0

Frequency

20

10

0 )e*!paper &'ar(ing! $all %ainting ".# ther!

Ad Effectiveness

<2M!s S+$$es e" Bra)"

S a (s (cs /ost !uggested 8rand ' 3alid /issin g /edian 9; ) 9.@@

/ost !uggested 8rand

Page 32 of 46

:requenc y 3alid ".# Cement 8inani %CC %mbuja !hree "aypee 8irla 8angur (otal !ystem ; < 9 > > ; 9 ; 9; ) 9< Percent )@.? )6.@ >.= )=.9 )=.9 )@.? >.= )@.? ?=.> 0.0 )@@.@

3alid Percent )).) )6.6 >.? )=.> )=.> )).) >.? )).) )@@.@

Cumulative Percent )).) 09.9 66.6 ;).) <>.? >@.@ >>.? )@@.@

/issin g (otal

I) er're a (!)5 :rom the above table, we can analyDe that most suggested brand by various sources is ambuja E shree B)=.9OC then binani B)6OC and then B".#, "aypee, bangurC )@.?O.

Most Suggested Brand

Frequency

0 J.K Cement Binani ACC Ambuja Shree Jaypee Birla Bangur

Most Suggested Brand

>2Bes Bra)" Ra ()$

S a (s (cs 8est 8rand Perception ' 3alid 9;
Page 33 of 46

/issin g /edian

) 9.@@@@

8est 8rand Perception 3alid 3alid ".# %CC "aypee !hree 8inani 8irla %mbuj :requency < 9 ; > < ; Percent )6.@ >.= )@.? )=.9 )6.@ )@.? );.0 >.= ?=.> 0.0 )@@.@ Percent )6.6 >.? )).) )=.> )6.6 )).) );.< >.? )@@.@ Cumulative Percent )6.6 00.0 66.6 ;).) <9.9 =;.< ?).) )@@.@

/issin g (otal

= a 8angur 9 (otal 9; !ystem ) 9<

I) er're a (!)5 :rom the above table, we can analyDe that !hree B)=.9OC has got the best cement brand perception, then ambujaB);.0OC and then Bbinani and ".# C )6O.

Page 34 of 46

Best Brand Perception

Frequency

0 J.K ACC Jaypee Shree Binani Birla Ambuja Bangur

Best Brand Perception

Me"(a) !/ a,!.e a## /ac !rs

). /ost -emanded 8rand B/edianP9C 0./ost %dvertised 8rand B/edianP9C 6.,ffectiveness of %dvertisement B/edianP9C 9./ost !uggested 8rand B/edianP9C ;.8est 8rand 4ating B/edianP9C

Me"(a) !/ a,!.e a## /ac !r ? <

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FINDINGS
/edian BConsumerC P 9 /edian B-ealersC P 9 Me"(a) ? < < h /ac !r (s &!s (&'!r a) (0e0 3M!s s+$$es e" Bra)"4 He)ce s+$$es (!)s /r!& .ar(!+s s!+rces '#a% a) (&'!r a) r!#e () '+rchase !/ ce&e) ,ra)"s

6UESTIONNAIRE FOR CONSUMPTION OF CEMENT

Page 36 of 46

'ame of the dealerNretailerQQQQQQQQQQQQQQQQQQQQQQ PhoneQQQQQQQQQ,mail QQQQQQQQQQQQQQQQQQ. %ddressQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ ......................................................................................................QQQQQQQ (own Q..............................CityQQQQQQQQQ-istrictQQQQQQQQ

)G 'o of years in Cement tradesJ G QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ 0G 8rands dealing inJ !.'o. 'ame 8rand wise sales 8rand BPer /onthC 8) 80 86 89 8; 6G /ost demanded brandJ QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ 9 +hyR QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ ;. +hich brand is more advertisedR QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ <G +hich type of advertising do you feel is the most effectiveR BPlease tickC G 'ewspaper G 7oardings G +all painting G (.3. G *thers =G +hich brand of cement did you buy at presentNlast timeR ".# !hree 8irla
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wise 8rand discount !tructure

wise

prices BPer 8agC

8inani

 %CC

"aypee *therQQQQQQQQQ..

%mbuja >G

+hich brand you suggest to consumer and whyR B:or contractorC

QQQQQQQQQQQQQQQQQQQQQQQQ QQQQQQQQQQQQQQQQQQQQQQQQ ?G +hy did you choose that brandR QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ )@G 7ow do you rate the quality of chosen brandR 3ery good .ood %verage :air Poor

))G+ho has suggested you for that brandR QQQQQQQQQQQQQQQQQQQQQQQQQQQ............................... QQQQQQQQQQQQQQQQQQQQQQQQQQQ............................... )0G Please give rating B(ickC to following according to your choiceJ G 4ating ) 0 6 9 ; < = )6G5our comments regarding ".#.CementJ QQQQQQQQQQQQQQQQQQQQQQQQQQQ... QQQQQQQQQQQQQQQQQQQQQQQQQQQ... ".#. %CC "aypee !hree 8inani 8irla %mbuja

6UESTIONNAIRE 3FOR CONSUMERS4

'ame of the dealerNretailerQQQQQQQQQQQQQQQQQQQQQQ PhoneQQQQQQQQQ,mail QQQQQQQQQQQQQQQQQQ. %ddressQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ Page 38 of 46

......................................................................................................QQQQQQQ (own Q..............................CityQQQQQQQQQ-istrictQQQQQQQQ

)G

+hich brand of cement you prefer the mostR G".# Cement G8inani G%CC G%mbuja G!hree G"aypee G8irla G8angur

0G +hich brand of cement did you buy at presentNlast timeR ".# !hree 8irla "aypee *therQQQQQQQQ

8inani %CC

%mbuja

6G +hich brand is more advertisedR QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ 9G +hich type of advertising do you feel is the most effectiveR G'ewspaper G7oardings G+all painting G(.3. G*thers ;G +hich brand is most suggestedR QQQQQQQQQQQQQQQQQQQQQQQQQQQQQ QQQQQQQQQQQQQQQQQQQQQQQQQQQQQ

<G +hile purchasing cement with whom you take adviceR G,ngineer
Page 39 of 46

G:riends G/istries G-ealers G*thers =G In selecting cement, 7ow important are all points, Please rank them accordingly from B)G6C 8rand Image Price Convenience of location >GPlease give rating B(ickC to following according to your choiceJ G 4ating ) 0 6 9 ; < = ".#. %CC "aypee !hree 8inani 8irla %mbuja

SWOT ANALYSIS
S2STRENGTHS ".#.Cement possess good brand image in the existing market which is definitely a part of pavement brick for it. &ocation has always been an important factor in 4ajasthan extensive Babout 0;@@ /(C of cement grade limestone available. *lder plant and has a well known brand name in market.
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 .ood plant having )@,@@@ tons per day production capacity. W2WEAKNESSES :ewer advertisements. &ow sales as compared to market potential. &ack of self enthusiasm in the working pattern of the executives as a result the aggressiveness towards sales is low. &ess advertisement and negligible sales promotion schemes as compared to other brands. /onopoly of dealers is affecting the sales. O2OPPORTUNITIES ,xposure of quality. +hich is already good but not displayed in marketR /ore advertisement. Competitive prices. /aking good dealers and penetrate the market up to retailer level. /ay increase the discount and margin structure for retailers and dealers. T2THREATS !ome dealers are available at present which were not reputed N efficient. *ther companies advertising policy. Price fluctuation and price war which is a general phenomenon in this cement industry. Auick availabilityN !upply of cement of other cement industries are creating threat for ".#. cement.

FINDINGS AT A GLANCE Customers are loyal towards one brand but not in cement. .ood brand image of ".#.Cement in existing market. &ack of sales aggressiveness. &ess advertisement of the product as compared to other company. Profit margin given by company is less and no any promotional schemes for retailers and semi dealers.
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 !uggestions from various sources play an important role in purchasing decisions. Profit margin given by company is less and no any promotional schemes for retailers and semi dealers. 'o facility for removal of complaints from the side of dealersN retailers on time. &ack of selfGenthusiasm is working patterns of executives. %s the real estate sector is at boom many new companies are entering into cement industry. (he cement companies that are playing today have great opportunity.

RECOMMENDATION
"# C,/,'( should focus more on (3 advertisements which will increase company awareness among population. "# C,/,'( should also focus on its pricing strategy so that it would increase company sales. "# C,/,'( should give their ads in spots category which would help the company in targeting youth segment from the market which will increase its awareness among them.
Page 42 of 46

 84%'- %/8%!!%-*4 also helps in increasing sales and also for increasing publicity so "# C,/,'( should also focus towards it. !ome focus should also be made for the advertisement and brand promotions for the product mainly in the new developing sites and area. Promotional activities should be more, because it helps to push the product and recall the product. -ealers meetings may be play crucial role to increase the sales because whatever dealer want, can sales. 7e can also convince the customer to purchase the particular product. (he price is the major concernJ If price can be lowered by compromising on some minor unnoticeable quality difference then the company should go ahead with it. *ccasional schemes would help to achieve higher sales. )@G%vailability and quality should be good for good sell and make a good relationship with customer.

LIMITATIONS OF RESEARCH
Th!+$h a s+ccess/+# s+r.e% @as c!)"+c e" here @ere s (## cer a() #(&( a (!)s ! he s +"%0 Be#!@ are s!&e !/ he #(&( a (!)s !/ he research c!)"+c e"52 (he sample siDe was smallI interview with more number of specifies could have given a better picture on the overall acceptability of cement among them.
Page 43 of 46

 (ime frame was also one of the major limitations of the study. 4esearch like this which concern with taste and preferences of human beings generally require a patient hearing and understanding. !ince the people interviewed were all busy professional an honest hearing and understanding of the subject from them were very rare. !ome of the people interviewed were not that clear about their opinion. !ince the forms were filled by the interviewer there is a fair chance of lack of understanding on herNhis part. In some cases views were not communicated properly.

CONCLUSION
It can be concluded from the research that customer has a preference of ".# Cement due to its quality availability and strength. -ue to good distribution network in .ujarat, ".# cement is widely used cement brand. !everal conclusions are derivedJ Auality matters a lot in buying "# Cement in .ujarat. -ealers and !ub dealers have lot of knowledge about the product.
Page 44 of 46

 It has goodwill in the market. (o improve further the company should margin. (hey think in term of getting low margin and facing intensive competition as retailer face in it. Contractor gives emphasis on price, so price decreases for contractor for bulk purchase. &ack of advertising of "# Cement in .ujarat, which directly affected the sale in .ujarat.

BIBLIOGRAPHY
BOOKS /arketing management /arketing research Ma$a1()es a)" J!+r)a#s 8usiness (oday
Page 45 of 46

8usiness India India (oday "ournal of *rganiDational 8ehavior %merican "ournal of Industrial /edicine !trategic /anagement "ournal Psychology WEBSITES www.google.co.in www.jkcement.com www.)0manage.com www.marketingguru.com www.wikepedia.com www.icicidirect.com www.researchandmarkets.com

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