Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
DECLARATION
Date:
Place:
Signature:
INDEX
1.
2.
INTRODUCTION.
INTRODUCTION OF CEMENT
HISTORY OF CEMENT
PROFILE OF INDIAN CEMENT INDUSTRY.
SILENT FEATURES OF INDIAN CEMENT INDUSTRY.
PRODUCTION OF CEMENT ACROSS STATE
GROWTH OF CEMENT INDUSTRY
MAJOR CEMENT COMPANY
MAJOR PLAYER & RELATIVE SHARE
INTRODUCTION OF ORGANISATION
HISTORY & PROFILE OF ACC CEMENT WORKS
VISION
MILESTONE
UNIT PROFILE (SINDRI)
SWOT ANALAYSIS
INTRODUCTION OF TOPIC
NEED OF STUDY
SCOPE OF STUDY
LIMITATION OF STUDY
LITERATURE REVIEW.
5.
OBJECTIVE
AIM OF THE STUDY
METHODOLOGY
RESEARCH DESIGN
SAMPLE DESIGN
TYPES OF UNIVERSE
DATA COLLECTION METHOD
FREQUENCY TABLE
BAR GRAPH
CHI-SQUARE
T-TEST
ANALYSIS AND INTERPRETATION.
6.
FINDING
7.
RECOMMENDATIONS
8.
CONCLUSION
9.
BIBLIOGRAPHY
10.
APPENDIX
3.
4.
CHAPTER 1
INTRODUCTION
INTRODUCTION OF CEMENT
4
HISTORY OF CEMENT
Throughout history, cementing materials have played a vital role. They were
used widely in the ancient world. The Egyptians used calcite gypsum as cement.
The Greeks and Romans used lime made by heating limestone and added sand
to make mortar, with coarser stones for concrete.
The Romans found that cement could be made which set under water and this
were used for the construction of harbors. The cement was made by adding
crushed volcanic ash to lime and was later called Pozzolanic cement, named
after the village of Pozzuoli near Vesuvius.
In places such as Britain, where volcanic ash was scarce, crushed brick or tile
was used instead. The Romans were therefore the first to manipulate the
properties of cementations materials for specific applications and situations.
Marcus Vitruvius Pollio, a Roman architect and engineer in the 1st century BC
wrote his "Ten books of Architecture" - a revealing historical insight into
ancient technology. Writing about concrete floors, for example:
"First I shall begin with the concrete flooring, which is the most important of
the polished finishing, observing that great pains and the utmost precaution
must be taken to ensure its durability".
"On this, lay the nucleus, consisting of pounded tile mixed with lime in the
proportions of three parts to one, and forming a layer not less than six digits
thick." And on Pozzolana, there is also a kind of powder from which natural
5
causes produces astonishing results. This substance, when mixed with lime and
rubble, not only lends strength to buildings of other kinds, but even when piers
are constructed of it in the sea, they set hard under water."
His "Ten books of Architecture" are a real historical gem bringing together
history and technology. Anyone wishing to follow his instructions might first
need to find a thousand or so slaves to dig saw, pound and polish.
After the Romans, there was a general loss in building skills in Europe,
particularly with regard to cement. Mortars hardened mainly by carbonation of
lime, a slow process. The use of pozzolana was rediscovered in the late middle
Ages.
The great mediaeval cathedrals, such as Durham, Lincoln and Rochester in
England and Chartres and Rheims in France, were clearly built by highly skilled
masons. Despite this, it would probably be fair to say they did not have the
technology to manipulate the properties of cementations materials in the way
the Romans had done a thousand years earlier.
The Renaissance and Age of Enlightenment brought new ways of thinking,
which for better or worse, led to the industrial revolution. In eighteenth century
Britain, the interests of industry and empire coincided, with the need to build
lighthouses on exposed rocks to prevent shipping losses. The constant loss of
merchant ships and warships drove cements technology forwards.
Seaton, building the third Eddy stone lighthouse (1759) off the coast of
Cornwall in Southwestern England, found that a mix of lime, clay and crushed
slag from iron making produced a mortar, which hardened under water. Joseph
Aspdin took out a patent in 1824 for "Portland Cement," a material he produced
by firing finely ground clay and limestone until the limestone was claimed. He
called it Portland cement because the concrete made from it looked like
Portland stone, a widely used building stone in England.
While Aspdin is usually regarded as the inventor of Portland cement, Asp dins
cement was not produced at a high-enough temperature to be the real forerunner
of modern Portland cement. Nevertheless, his was a major innovation and
subsequent progress could be viewed as mere development.
A ship carrying barrels of Aspins cement sank off the Isle of Shipley in Kent,
England, and the barrels of set cement, minus the wooden staves, were later
incorporated into a pub in Sheerness and are still there now.
A few years later, in 1845, Isaac Johnson made the first modern Portland
cement by firing a mixture of chalk and clay at much higher temperatures,
similar to those used today. At these temperatures (1400C-1500C), clinkering
6
occurs and minerals form which are very reactive While Johnson used the same
materials to make Portland cement as we use now, three important
developments in the manufacturing process lead to modern Portland cement:
Development of rotary kilns- Addition of gypsum to control setting Use of ball
mills to grind clinker and raw materials. Rotary kilns gradually replaced the
original vertical shaft kilns used for making lime from the 1890s. Rotary kilns
heat the clinker mainly by radioactive heat transfer and this is more efficient at
higher temperatures, enabling higher burning temperatures to be achieved. Also,
because the clinker is constantly moving within the kiln, a fairly uniform
clinkering temperature is achieved in the hottest part of the kiln, the burning
zone. The two other principal technical developments, gypsum addition to
control setting and the use of ball mills to grind the clinker, were also
introduced at around the end of the 19th century.
of aquifers; and (c) creating air pollution which could be hazardous for human
as well as animal health and for crop-yields. The third important feature of the
industry is that it generates limited direct linkages in the regional economy
where the industry is located though; its indirect linkages are likely to be quite
significant. The indirect linkages mainly take place in the form of (a)
infrastructural development and provision of basic amenities (i.e. roads, ports,
schools, hospitals etc. (b) development of irrigation (i.e. dams, canals etc.) and
(c) housing-construction - all having substantial income-employment linkages at
the level of national economy.
It is therefore important to examine the industry's growth profile by focusing on
the important questions such as:
10
Name of the
1991
1999-2000
2005-2006
2009-2010
QM
States
Share
Share
Share
Share
Share
Andhra Pradesh
1.45
10.4
2.67
12.9
4.87
15.2
8.64
17.7
8.62
16
9.99
Karnataka
1.45
10.4
1.62
7.8
2.78
8.7
4.11
8.4
5.27
9.8
5.39
Kerala
0.05
0.4
N.A.
0.25
0.8
0.28
0.6
0.38
0.7
0.38
Tamil Nadu
2.39
17.1
3.46
16.6
3.72
11.6
4.18
8.5
5.05
9.3
5.26
South Zone
5.34
38.3
7.75
37.3
11.62
36.3
17.21
35.2
19.32
35.8
21.02
Assam
0.05
0.4
0.19
0.9
0.17
0.5
0.3
0.6
0.15
0.3
0.17
Bihar
1.75
12.5
1.52
7.3
1.21
3.8
1.18
2.4
1.09
1.17
Meghalaya
N.A.
0.03
0.2
0.09
0.3
N.A.
0.11
0.2
0.11
Orissa
0.63
4.5
0.84
4.1
0.87
2.7
1.17
3.5
1.18
2.2
1.34
West Bengal
N.A.
0.36
1.7
0.36
1.1
0.41
0.8
0.44
0.8
0.44
East Zone
2.43
17.4
2.94
14.2
2.7
8.4
3.06
6.3
2.97
5.5
3.23
Gujarat
1.78
12.8
1.71
8.2
2.61
8.1
4.27
8.7
4.37
8.1
4.84
Madhya Pradesh
14.3
4.06
19.6
7.07
22.1
11.4
23.3
13.87
25.7
14.4
Maharashtra
N.A.
0.63
1.47
4.6
4.05
8.3
4.13
7.6
4.3
West Zone
3.78
27.1
6.4
30.8
11.15
34.8
19.72
40.3
22.37
41.4
23.54
Haryana
0.52
3.7
0.46
2.2
0.55
1.7
0.63
1.3
0.53
0.55
N.A.
0.18
0.9
0.64
N.A.
1.03
1.9
1.09
Rajasthan
1.39
10
2.3
11.1
4.13
12.9
5.63
11.5
5.72
10.6
6.29
Uttar Pradesh
N.A.
0.65
3.1
1.09
3.4
1.35
2.7
1.71
3.2
7.93
North Zone
1.91
13.7
3.59
17.3
6.41
20
7.61
15.5
8.99
16.6
Other States
0.49
3.5
0.09
0.4
0.14
0.5
1.32
2.7
0.36
0.7
2.28
All India
13.95
100
20.77
100
32.02
100
48.92
100
54.01
100
58
Himachal
Pradesh
(Million Tones)
11
12
Limited, itself indicates the companys origins from a merger. Many years later,
some stockbrokers in the countrys leading stock exchanges still refer to this
company simply as The Merger. The ACC Board comprises of 13 persons.
These include executive, non-executive, and nominee directors. This group is
responsible for determining the objectives and broad policies of the Company consistent with the primary objective of enhancing long-term shareholder value.
The Board meets once a month. Two other small groups of directors comprising Shareholders'/Investors' Grievance Committee and Audit
Committee of the Board of Directors - also meet once a month on matters
pertaining to the finance and share disciplines. During the last decade, there has
been a streamlining of the senior management structure that is more responsive
to the needs of the Company's prime business. A Managing Committee comprising, in addition to the Managing Director and the two executive
directors, the presidents representing multifarious disciplines: finance,
production, marketing, research and consultancy, engineering and human
resources meets once a week. Besides these bodies, there are senior executives
and other regional managers - based at the Company's corporate office and at its
marketing offices and manufacturing units -who contribute to the development
and operation of the various functions. While these groups form the core
management team that frames and guides corporate policy, ACC is proud of its
manpower strength of about 9,000 people, who comprise experts in various
disciplines assisted by a dedicated workforce of skilled persons. Quite a number
of them have logged many years of service with the organization. They come
from all parts of the country and belong to a variety of ethnic, cultural and
religious backgrounds. Because of such a cosmopolitan make-up, ACC can
rightly be said to embrace within its fold a family that forms a 'mini-India'.
15
A STRATEGIC ALLIANCE
The house of Tata was intimately associated with the heritage and history of
ACC, right from its formation in 1936 up to 2000. The Tata group sold all
14.45% of its shareholdings in ACC in three stages to subsidiary companies of
Gujarat Ambuja Cements Ltd. (GACL), who are now the largest single
shareholder in ACC.
This enabled ACC to enter into a strategic alliance with GACL; a company
reputed for its brand image and cost leadership in the cement industry.
S. No.
Units
States
Capacity (MTPA)
Bargarh
0.96
Chaibasa
0.87
Chanda
1.00
Damodhar
0.53
Gagal
4.40
(Gagal I and II)
Jamul
1.58
Kymore
2.20
Lakheri
1.50
Madukkarai
0.96
10
Sindri
0.91
11
Wadi
2.59
12
2.60
13
Tikaria
2.31
17
NEW VISION
18
MISSION OF ACC
Leadership :
Profitability:
Growth
Quality
Equity
Pioneering :
19
1936
1936
1937
1944
1947
1952
1955
1956
1957
1957
1961
1961
1961
1961
1962
1965
1965
1965
1968
1968
1971
1973
20
1977
1978
1979
1982
1984
1987
1992
1993
1998
1999
1999
2000
2001
ACC receives ASSOCHAM first national award for the year 1976
instituted for outstanding performance in promoting rural and
agricultural development activities.
Introduction of the energy efficient precalcinator technology
for the first time in India. Full scale commercial production
based on MFC technology at Wadi in 1979.
ACC wins international contract for operation and
management of a new one million tonne cement plant at
Yanbu-Ras Biridi in Saudi Arabia.
Commissioning of the first 1 MTPA plant in the country at
Wadi, Karnataka.
ACC achieves a breakthrough in import substitution by
developing and supplying a special G type of oil well cement
to ONGC.
ACC develops a new binder for use at sub-zero temperatures,
which is successfully used in the Indian expedition to
Antarctica.
Incorporation of Bulk Cement Corporation of India, a joint
venture with the Government of India.
ACC starts the commercial manufacture of Ready Mixed
Concrete at Mumbai.
Commissioning of the 0.6 MTPA cement grinding unit at
Tikaria, Uttar Pradesh.
Commissioning of captive power plants at the Jamul and Kymore
plants in Madhya Pradesh.
Tata group sells 7.2% of its stake in ACC to Ambuja Cement
Holdings Ltd, a subsidiary of Gujarat Ambuja Cements Ltd.
(GACL)
Tata Group sells their remaining stake in ACC to the GACL
group, who with 14.45% now emerge as the single largest
shareholder of ACC.
Commissioning of the new plant of 2.6 MTPA capacity at
Wadi, Karnataka plant, the largest in the country, and among
the largest sized kilns in the world.
2002
2003
2004
2004
2004
2005
2005
2005
2006
2006
2007
2007
2008
2008
2008
2009
2010
2011
22
ACC was the first recipient of ASSOCHAMs first ever National Award for
outstanding performance in promoting rural and agricultural development
activities in 1976.
Decades later, PHD Chamber of Commerce and Industry selected ACC as
winner of its Good Corporate Citizen Award for the year 2002.
Over the years, there have been many awards and felicitations for achievements
in Rural and community development, Safety, Health, Tree plantation, a
forestation, Clean Mining, Environment Awareness and Protection.
23
Bangalore
Bhopal
Chndigarh
Coimbatore
Kanpur
Kolkata
Mumbai
New Dehpatna
Pune
Secunderabad
AREA OFFICES
Allahabad
Aurangabad
Nagpur
Patiala
Bellary
Bhubaneshwar
Raipur
Chennai
Cochin
Shimla
Fazabad
Vellore
Gulbarga
Guwahati
Jammu
Jalandhar
Kozhikode
Kochi
Kolhapur
Kolkata
Lucknow
Mangalore
UNIT PROFILE
Sindri Cement Works, a part of The Associated Cement Companies Limited, is
the manufacturer of Blended Cement (Portland Slag Cement) in the name of
ACC Super. The total annual sales turnover of the works for the financial year
2008-2009 is Rs. 31487 Lakhs. It is situated in Sindri, Dist. Dhanbad in
Jharkhand state. It is an ISO 9001 & ISO 14001 certified unit. It got ISO 9001
certificate in February 2000 and ISO 14001 certificate in July 2002.
ACC has effectively pledged its reputation as the market leader in quality of
cement. Maintaining this lead calls for harnessing the resources and expertise of
the company from applied research and production to marketing. Accordingly,
all ACC factories are equipped with state- of- the- art process control
instrumentation and associated quality control and testing laboratories. Trained
engineers, chemists and technicians staff these. The Central Laboratory at ACC
Thane Complex is used as a reference laboratory for diagnosis and resolving
specific trouble shooting cases.
As a result of this focus on quality, ACC cement specification exceeds those set
by BIS by wide margin. Today, all ACC cements plants have the ISO 9001
Quality Systems Certification. This demonstrates our tradition of providing
reliable and consistent quality through the application of modern technology,
and justifies the preferences of a nationwide customer base.
ACC manufactures the following types of cement, in addition to which, it
provides Bulk Cement and Ready Mix Concrete.
ORDINARY PORTLAND CEMENTS
OPC 43 Grade
BLENDED CEMENTS
27
STRENGTHS
It is having a good image and brand loyalty among consumers.
Service is good.
Dhalai karne ke liye people ask for ACC.
Perceived to be of very superior quality cement when compared to others.
Selling form the very first day the shop came in to being & sells easily.
They have same price prevailing for wholesale at dealers/stockiest
retailers end.
WEAKNESS
The competitors are doing much promotional activity rather than ACC
Limited thats why it facing more problems in selling of product in the
market.
28
OPPORTUNITY
Rapid growth is taking place in West Bengal, Bihar and Jharkhand .
People are opting for more stable structures and intensive use of cement
is taking place, even government is spending heavily on infrastructure
projects. Thus, this is the right time to fully tap these markets.
As Indian core industry is also growing at rate of nearly 10% per annum,
it is having a good future.
Foreign direct investment in infrastructure sector going to increase in
coming years, which will increase the demand of cement.
Roads are undergoing through the transformation process through which
the traditional method of road building will be replaced by modern
concrete roads.
THREATS
Large number of players in cement industry makes it more competitive
for ACC to carefully price its product and at the same time satisfy its
dealers and customers.
Players such as Lafarge Cement, Ultratech Cement, and Birla Cement
are eating up considerable market share.
Due to Indias exponential growth many new international cement
companies are expected in coming years which will bring a tide of change
and can start price war.
The emergence of small players in this market may increase the
competition and Start the malpractices, and heavy discounts to retailers.
They can also influence many retailers by giving better profit margin, and
other Benefits.
29
INTRODUCTION OF TOPIC
CONSUMER BUYING BEHAVIOR & THEIR PERCEPTION WHILE CHOOSING ACC
CEMENT
PERCEPTION
Perception is the most important cognitive process. Cognition is basically
a bit to information & cognitive process involves the ways in which people
process that information.
People after see the same phenomenon differently both within the
organization context or outside the organization for example when there is any
accident in the factory, the supervisor may treat it as the carelessness of workers
while the workers may treat it as the high headedness of management and lack
of adequate provisions of security measures. Thus the situation remaining the
same, causes have been assigned differently by different group of person.
WHAT IS PERCEPTION?
According to Robbins Perception may be defined as a process by which
individual organize and interpret their sensory in order to give meaning to their
environment.
Perception is cognitive process, which involves the (organization)
selecting, organizing & interpreting the stimulus or attaching meaning to the
events happening in the environment.
Sensation and Perception
Sensation may be described as the response of a physical sensory organ.
The physical senses are vision, learning, touch, small on taste.
Perception is something more than sensation. It correlates, integrates and
comprehends diverse sensations and information from many organs of the body
by means of which a person identifies things and objects.
FEATURES OF PERCEPTION
It is intellectual process: - Through which a person selects the data from
environments, organize it & obtains meaning from it.
Perception is basic cognition or psychological process: The manner in which a person perceives the environments affects his behavior.
30
It is a physical as well as psychological process: In which peoples action, emotions, thoughts or feelings are triggered by the
perception of their surroundings.
It is a subjective process: - Different people may perceive the same
environmental events differently base on what particular aspects of situations
they choose to absorb, how they organize this information and the manner in
which they interpret it to obtain the group of situations.
Perceptual process
Perceptual Process has two methods:
Perceptual
Input
Stimuli
Receiving ----Selecting---Organizing--Interpreting
Perceptual
Outputs
Actions
COMPLEX PROCESS
Then approach emphasize that there is impact which is processed and gives
outputs. It does not present the whole factors, which go in Input, Throughput
and Output process.
31
Characteristic of
Input or Stimuli
Perceptual Output
Perceptual Mechanism
Perceptual Input
Objects
Events
People
Selection interpretation
Organizing
Characteristic of the
situations
Attitudes
Opinions
Feelings
Values
Behavior
Characteristic of
the Perceives
PERCEPTUAL PROCESS
Perception is a process consisting of several sub process. We can take an input
throughput output approach to understand the dynamics of the perceptual
process. This approach emphasis that there is input which is processed and
gives output.
(A) PERCEPTUAL INPUTS:
Perceptual inputs in the form of stimuli are not the part of actual perceptual
process through these is necessary for the occurrence of perception. Stimuli may
be in the form of objects, events or people. Then, everything in the setting
where events occur can be termed as a perceptual input.
(B) PERCEPTUAL MECHANISM:
Perceptual mechanism involves three elements selection of stimuli,
organization of stimuli and interpretation of stimuli.
32
Selection of stimuli: - After receiving the stimuli from the environment, some
are selected for further processing while others are screamed out because it is
not possible for a person to select all stimuli which he sees in the environment.
Organization of output: - After the stimuli are received, these are organized in
some form in order to make sense out of that. The various forms of organizing
stimuli are figure ground perceptual grouping, simplification and closure.
Interpretation of stimuli: - After the perceptual input that have organized will
have to be interpreted by the receiver so that he can sense and extract some
meaning of what is going on in the situation.
Perceptual Output:
Based on perceptual mechanism, which ends with interpretation of stimuli,
perceptual outputs emerge. Those output may be inform of covert actions like
development of attitudes, opinions, beliefs, impression about the stimuli under
consideration.
COMPONENTS OF PERCEPTION
Perception is a process of sensory organs. The mind gets information through
the five sense organs, viz. the eyes, ears, nose, tongue and skin. The perception
starts with awareness of these stimuli recognizing these stimuli takes place only
after paying attention to them. These messages are then translated into action
and behavior. The major components of perception are:
STIMULI
: The receipt of information is the stimulus which results in
sensation. Knowledge and behavior depends on senses and their stimulation.
ATTENTION
stimuli are reacted to while others are ignored without being paying any
attention. The stimuli that are paid attention depend purely on the peoples
selection capacity and the intensity of stimuli.
RECOGNITION : After paying attention to the stimuli, the person tries to
recognize whether the stimuli are worth realizing. The message or incoming
stimuli are recognized before they are transmitted into behavior.
33
Individual act and react on the basis of their perception, not on the basis of
objective reality. For each individual, reality is a totally personal phenomenon,
based on that persons needs, wants, values and personal experiences.
Thus, to marketer, consumers perceptions are much more important than
their knowledge of objective reality. For if one thinks about it, its not what
actually so is, but what consumer thinks is so, that affects their actions, their
buying habits, their leisure habits, and so forth. And, because individuals make
decisions and take action based on what they perceive to be reality, it is
important that marketers understand the whole notion of perception and its
related concepts to more readily determine what factors influences customers to
buy.
Knowledge of the principles that influence our perception and in
interpretation of the world enables astute marketers to develop advertisements
that have a better-than-average chance of being seen and remembered by their
target consumers.
PURCHASING DECISION
In the evaluation stage, the consumer forms preferences among the brands in the
choice set. However, two factors can intervene between the purchase intentions
on the purchase decision.
The first factor is the attitudes of others. The extent to which another persons
attitudes reduce ones preferred alternative depends on two things:The intensity of the other persons negative attitude towards the consumers
preferred alternative.
The consumers motivation to comply with the other person wishes. The second
factor is unanticipated situational factor that may erupt to change the purchase
intention.
In executing a purchase intention, the consumer may make up to five purchases
sub decisions a brand decision (brand A), vendor decision (dealer 2), quantity
decision cone computer, timing decision (weakened) and payment method
decision credit card.
35
After purchase the product, the consumer will experience some level of
satisfaction or dissatisfaction. The marketers job does not end when the product
is bought.
POST PURCHASE SATISFACTION:
The buyers satisfaction is a function of closeness between the buyers
expectations on the products perceived performance.
POST PURCHASE ACTIONS:
The consumers satisfaction or dissatisfaction with the product will influence
subsequent behavior.
FACTORS
BUYER'S
Marketing
Environmental
Buyer
Decision
Stimuli
Stimuli
Characteristics
Process
RESPONSE
Product
Economic
Attitudes
Problem
Product
Price
Technological
Motivation
recognition
choice
Place
Political
Perceptions
Information
Brand choice
Promotion
Cultural
Personality
search
Dealer choice
Demographic
Lifestyle
Alternative
Purchase
Natural
Knowledge
evaluation
timing
Purchase
Purchase
decision
amount
Postpurchase
behavior
The black box model shows the interaction of stimuli, consumer characteristics,
and decision process and consumer responses. It can be distinguished between
interpersonal stimuli (between people) or intrapersonal stimuli (within people).
The black box model is related to the black box theory of behaviorism, where
the focus is not set on the processes inside a consumer, but the relation between
37
the stimuli and the response of the consumer. The marketing stimuli are planned
and processed by the companies, whereas the environmental stimulus is given
by social factors, based on the economical, political and cultural circumstances
of a society. The buyers black box contains the buyer characteristics and the
decision process, which determines the buyers response.
The black box model considers the buyers response as a result of a conscious,
rational decision process, in which it is assumed that the buyer has recognized
the problem. However, in reality many decisions are not made in awareness of a
determined problem by the consumer.
INFORMATION SEARCH
Once the consumer has recognized a problem, they search for information on
products and services that can solve that problem. Belch and Belch (2007)
explain that consumers undertake both an internal (memory) and an external
search.
SOURCES OF INFORMATION INCLUDE:
Personal sources
Commercial sources
Public sources
Personal experience
The relevant internal psychological process that is associated with information
search is perception. Perception is defined as 'the process by which an
individual receives, selects, organizes, and interprets information to create a
meaningful picture of the world'
POSTPURCHASE EVALUATION
It is common for customers to experience concerns after making a purchase
decision. This arises from a concept that is known as cognitive dissonance.
The customer, having bought a product, may feel that an alternative would have
39
41
The scope of this report is restricted to the study of consumer Buying behavior
and Perception regarding marketing of ACC Cement in Asansol City.
This report includes the efforts that have been taken up by the ASSOCIATED
CEMENT COMPANIES LIMITED to improve the quality and sales and also
the efforts that have been taken up by SALES UNIT, ACC ASANSOL to
increase the sales of ACC cement in ASANSOL city.
1) Study conductive was not exhaustive but time & place was a major
constraint.
4) The study was conducted in Asansol city hence the result does not
represent the whole state and does leads toward inductive generalization.
43
CHAPTER 2
LITERATURE REVIEW
changes minute to minute based upon the unique characteristics of the target
consumer and their ongoing life experience. The online environment presents a
vast opportunity for companies to interact with consumers on a personal,
customized level. Individual differences are an important aspect of this
interaction as they provide insight into how people with varying levels of
experience with the online environment respond to interactive persuasion
techniques. Fries tad and Wright (1994), in their presentation of the PKM, posit
that the effectiveness of advertising persuasion techniques depends upon the
level of persuasion expertise each individual possesses. In an online
environment, measurement of this effect can be achieved by looking at user
experience levels, self efficacy, and number of hours spent online. General
knowledge gleaned from the PKM dictates that consumers with more
experience in the online environment will be better at coping with persuasion
techniques therein, such as open, visually rhetorical advertisements.
apparent within driven consumers. This motivation helps push the consumer
toward unraveling the visual riddle presented in an open advertisement.
Type of motivation, either utilitarian ("goal-oriented") or hedonic
("expressive") is a diverse and interesting factor to analyze across consumer
groups. As shown in research undertaken by Phillips (2000), consumers with
utilitarian, goal-oriented motivations are keen on evaluating product attributes
and therefore less likely to be attracted to open advertisements. Consumers with
hedonic or "expressive" goals are more likely to seek out the entertainment
value in the open advertisement. (Phillips, 2000) To further support this stance,
Huang (2003), in his online study of websites, found that level of attention in
consumers is most linked to utilitarian design while both control and interest are
linked to hedonic performance measures. Liu, et al (2002), based on their online
research, concluded that higher levels of active control within consumers
resulted in being geared towards more utilitarian, goal-based website designs.
As shown in these studies, motivation is an individual difference worth
characterizing. Type of consumer motivation is extremely important when
analyzing online consumer behavior as it helps categorize amongst user groups,
across sites. In past studies, level of interactivity has also had an impact on type
of motivation and need for cognition. The following section will review this
important research area.
PERCEPTION
In philosophy, psychology, and cognitive science, perception is the process of
attaining awareness or understanding of sensory information. The word
"perception" comes from the Latin words perceptio, percipio, and means
"receiving, collecting, action of taking possession, apprehension with the mind
or senses.
Perception is one of the oldest fields in psychology. The oldest quantitative law
in psychology is the Weber-Fechner law, which quantifies the relationship
between the intensity of physical stimuli and their perceptual effects. The study
of perception gave rise to the Gestalt school of psychology, with its emphasis on
holistic approach.
What one perceives is a result of interplays between past experiences, including
ones culture, and the interpretation of the perceived. If the percept does not
have support in any of these perceptual bases it is unlikely to rise above
perceptual threshold.
46
TYPES
Two types of consciousness are considerable regarding perception: phenomenal
(any occurrence that is observable and physical) and psychological. The
difference everybody can demonstrate to him- or herself is by the simple
opening and closing of his or her eyes: phenomenal consciousness is thought,
on average, to be predominately absent without sight. Through the full or rich
sensations present in sight, nothing by comparison is present while the eyes are
closed. Using this precept, it is understood that, in the vast majority of cases,
logical solutions are reached through simple human sensation. The analogy of
Plato's Cave was coined to express these ideas.
Passive perception (conceived by Ren Descartes) can be surmised as the
following sequence of events: surrounding input (senses) processing
(brain) output (re-action). Although still supported by mainstream
philosophers, psychologists and neurologists, this theory is nowadays losing
momentum. The theory of active perception has emerged from extensive
research of sensory illusions, most notably the works of Richard L. Gregory.
This theory, which is increasingly gaining experimental support, can be
surmised as dynamic relationship between "description" (in the brain) senses
surrounding, all of which holds true to the linear concept of experience.
47
CHAPTER 3
OBJECTIVES
48
Here the study is important as it bridges down the gap between theoretical
knowledge & practical experience for a fieldwork.
49
CHAPTER 4
RESEARCH METHODOLOGY
50
RESEARCH METHODOLOGY
Methodology for the project can be understood the following heads:-
RESEARCH DESIGN
A research design is the basic plan that guides the collection, measurement and
analysis of data. Decision regarding what, when, where, how much and by what
means concerning a research study constitute a research design. In other words
research design is the framework the specifies the type of information to be
collected the source of data and the procedure of data collection.
1. Primary Data: The primary data are those which are collected a fresh and
for the first time and thus happen to be original character.
* Primary data is collected through questionnaire. It is consider as a heart of
survey. It consists of a number of questions printed on typed in a definite order
on a form or set of forms. The respondent has to answer of their own.
2. Secondary Data: The secondary data are those which have already been
collected by someone close and which have already been passed through the
statistical process.
52
CHAPTER 5
ANALYSIS
&
INTERPRETATION
53
Frequency
Percent
33
7
9
1
50
66.0
14.0
18.0
2.0
100.0
Acc
Lafarge
Ultratech
Others
Total
Frequency
ACC
Lafarge
Ultratech
Others
INTERPRETATION
Among the total 50 respondents, 66% has been purchased ACC cement, 18%
Ultratech Cement, 14% Lafarge Cement & 2% of respondent has been
purchased other brands of cement.
54
Percent
27
1
54.0
2.0
1
21
2.0
42.0
50
100.0
Frequency
Local Supplier
Company
Dealer
Exclusive
Dealer
Dealer Dealing
with Others
Materials
INTERPRETATION
Among the total 50 respondents 54% are normally purchasing cement from
Local supplier, 42% are purchasing from the Dealer who dealing with building
material along with cement, just 2 % of them are purchasing from Company
authorized dealer, and just 2% of them prefer to purchase from Exclusive
dealer.
55
Does Influencer play a vital role for Purchase of any brand of cement?
TABLE-3
Answer
Frequency
Percent
Yes
No
Total
40
10
50
80.0
20.0
100.0
Frequency
Yes
No
INTERPRETATION
Among the total 50 Respondents 80% of them say that Influencer plays a vital
role while choosing cement brand for purchase, however 20% of them are not
agreed that Influencer plays any role while choosing any cement brand.
56
Consultant Person
Frequency
Percent
Mason
Engineer
Friends & Relatives
A neighbor who has recently constructed
his house
28
6
14
2
56.0
12.0
28.0
4.0
Total
50
100.0
Frequency
Mason
Enginner
Friends &
Relatives
A neighbour
INTERPREATATION
Among the total 50 Respondents, 56% of them consult Mason while purchasing
cement, 28% of them consults their Friends & Relatives,12 % of them purchase
after consulting Engineer /Architect/Cement dealer & the most surprising part is
that only 2% of them consult their neighbor who recently constructed his house.
57
Which brand of cement is best available in the market from the following?
TABLE-5
Company
ACC
Lafarge
Others
Total
Frequency
Percent
39
9
2
50
78.0
18.0
4.0
100.0
Frequency
ACC
Lafarge
Others
INTERPRETATION
Among the total 50 Respondents, 78% say that ACC brand Cement is best
available in the market, 18% of them are say Lafarge is best available in market
and 4% say there is some other brand which is best available in market.
58
What comes to your mind when choosing ACC cement, choose one of the
following?
TABLE-6
Options
Good brand name
Affordable price
Good quality product
All of the above
Total
Frequency
Percent
29
9
9
3
50
58.0
18.0
18.0
6.0
100.0
Frequency
Good brand
name
Affordable
price
Good quality
product
All of the
above
INTERPRETATION
Among the total 50 Respondents, 58% says that whenever we hear ACC
cement, Good brand name comes to our mind, 18% says Affordable price, 18%
say Good quality product and only 6% says that those entire thing rang in our
mind.
59
Frequency
Percent
38
2
3
4
3
50
76.0
4.0
6.0
8.0
6.0
100.0
Acc
Birla
Ambuja
Ultratech
Lafarge
Total
Frequency
ACC
Birla
Ambuja
Ultratech
Lafarge
INTERPRETATION
Now almost every company is giving the logistic support, however among the
total 50 Respondents, 76% said ACC gives good logistics support, 8% of them
said that Ultratech cement provide good logistic support, 6% said that Ambuja
is best in logistic support and also 6% says that Lafarge cement provide best
logistic support. Only 4% gave their satisfaction on Birla cement.
60
Which cement company is known for its brand name in the market?
TABLE-8
Brand Name
Frequency
Percent
45
1
1
1
2
50
90.0
2.0
2.0
2.0
4.0
100.0
ACC
Birla
Ambuja
Ultratech
Others
Total
Frequency
ACC
Birla
Ambuja
Ultratech
Others
INTERPRETATION
Among the total 50 Respondents 90% says that ACC cement is known for its
brand in market , 2% says that Birla Cement is known for its brand in market,
2% says that Ambuja cement in known for its brand in market, Again 2 % says
that Ultratech cement is known for its brand in market, however 4% says there
are some other brand which is known in the market for its brand.
61
Frequency
Percent
Yes
No
Total
37
13
50
74.0
26.0
100.0
Frequency
Yes
No
INTERPRETATION
Among the total 50 Respondents, 74% said that they are brand conscious they
only go for branded product; however 26% said that they are not brand
conscious.
62
Which brand you prefer the most? Choose one of the following?
TABLE-10
Brand Name
Frequency
Percent
41
1
1
4
3
50
82.0
2.0
2.0
8.0
6.0
100.0
ACC
Birla
Lafarge
Ultratech
Others
Total
Frequency
ACC
Birla
Lafarge
Ultratech
Others
INTERPRETATION
Among The total 50 respondents, all of them answer on it and 82% said that
they choose ACC cement, 8% Ultratech, 2% Lafarge, 2% Birla cement,
however 6% said different brand names.
63
Frequency
Television
Shop paintings
Hoardings
Print Media
Total
Percent
34
6
7
3
50
68.0
12.0
14.0
6.0
100.0
Frequency
Television
Shop painting
Hoardings
Print Media
INTERPRETATION
Among The total 50Respondents, 68% said that Television is the best mode of
advertisement and Television advertisement influence him more, however there
are 14% of Respondent they said that Hording is the best mode of
Advertisement , 12% of them said that Shop painting is the best mode and
finally 6% said that Print media is the best mode of advertisement.
64
Is there any relation between the colour of the cement with its price and its
quality in your opinion?
TABLE-12
Answer
Frequency
Percent
Yes
No
Total
12
38
50
24.0
76.0
100.0
Frequency
40
30
20
10
0
Yes
No
INTERPRETATION
Among The total 50 Respondents only 24% said that, there is a relationship
between colour of the cement with its price and its quality, however 76 % said
that there is no relationship between colour of the cement with its price and its
quality.
65
Frequency
Percent
Yes
No
Total
3
47
50
6.0
94.0
100.0
50
Frequency
40
30
20
10
0
Yes
No
INTERPRETATION
Among the total 50 Respondents, A lots of Respondent, 94% said that
Branding/promotional activities dont make any difference to sale and
visibility, However only 6% said that its effect.
66
Frequency
Percent
1
49
50
2.0
98.0
100.0
Yes
No
Total
50
Frequency
40
30
20
10
0
Yes
No
INTERPRETATION
Among the total 50 Respondents 2% said that company officially visited their
site, however 98% said that no one come officially to their site from cement
company.
67
Frequency
Percent
1
49
50
2.0
98.0
100.0
Yes
No
Total
50
Frequency
40
30
20
10
0
Yes
No
INTERPRETATION
Among the total 50 Respondents 98% havent attend any cement company
meeting however only 2% of them are attended the cement company meeting.
68
Frequency
Percent
39
1
1
6
3
50
78.0
2.0
2.0
12.0
6.0
100.0
ACC
Birla
Lafarge
Ultratech
Others
Total
Frequency
ACC
Birla
Lafarge
Ultratech
Others
INTERPRETATION
Among the total 50 Respondents, 78% said that they are able to purchase ACC
cement in credit basis, only 12% of them said that they can manage to get
Ultratech cement on credit basis, 2% said that they can manage to get Birla
cement as a credit basis, 2% said that they are able to purchase Lafarge cement
as on credit basis. 6% said that they manage others brand in credit basis.
69
CHI-SQUARE TEST
Which brand of cement you have purchased * Influencers play a vital role?
Cross tabulation
Count
which brand of
cement you
have purchased
ACC
Lafarge
Ultratech
Others
Total
Chi-Square Tests
Cross tab-1
Influencers play a vital role?
Yes
No
25
8
5
2
9
0
1
0
40
10
(CROSS TAB-1.2)
Value
df
3.193(a)
5.110
2.186
3
3
1
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Total
33
7
9
1
50
50
A 4 cells (50.0%) have expected count less than 5. The minimum expected count is
0.20.
30
25
20
Yes
15
No
10
5
0
Acc
Lafarge
Ultratech
Others
INTERPETATION
It is inferred from Cross tab 1.2 that at 95% confidence level, there is no significant
relationship exist between consumer brand preference and the role of influencer.
This lead we to conclude that influencer dont play a vital role in consumer brand
preference.
70
Crosstab-2
Count
Where from do you normally buy cement?
which brand
of cement
you have
purchased
Total
Local
supplier
Company
authorized
dealer
Exclusive
dealer
Dealer
dealing
with
building
materials
along with
cement
ACC
17
15
33
Lafarge
Ultratech
Others
4
5
1
27
0
0
0
1
0
1
0
1
3
3
0
21
7
9
1
50
Total
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases
Value
df
6.193(a)
5.734
.448
50
9
9
1
.720
.766
.503
A 14 cells (87.5%) have expected count less than 5. The minimum expected count is
0.02.
20
Local Supplier
15
Company authorized
dealer
10
Exclusive dealer
5
Dealer dealing with
building materials
0
Acc
INTERPETATION
It is inferred from table 2.2 that at 95% confidence level, there is no significant
relationship exit between consumer brand preference and from whom they are
purchase. This lead to us that cement selling place is not concern with brand
preference of consumer.
71
Crosstab-3
Count
which brand of
cement you have
purchased
Acc
Lafarge
Ultratech
others
2
5
1
28
Total
0
0
0
6
5
4
0
14
0
0
0
2
Total
33
7
9
1
50
Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
df
13.343(a
)
15.118
.364
Asymp.
Sig. (2sided)
.148
9
1
.088
.546
50
A 13 cells (81.3%) have expected count less than 5. The minimum expected count is
0.04.
25
Mason
20
Enginner/Architect
15
10
5
0
Acc
Lafarge
Ultratech
Others
A neighbour recently
cons. a house
INTERPETATION
It is inferred from cross tab 3.2 that at 95% confidence level, there is no significant
relationship exist between consumer brand preferences and from whom they consult
before purchasing cement.
72
Crosstab-4
Count
which brand of cement is best
available in the market from the
following
Acc
Lafarge
Others
which brand
of cement
you have
purchased
Total
ACC
30
33
Lafarge
Ultratech
Others
6
2
1
39
0
7
0
9
1
0
0
2
7
9
1
50
Total
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
Df
28.660(a)
23.920
6
6
Asymp. Sig.
(2-sided)
.000
.001
9.793
.002
50
A 8 cells (66.7%) have expected count less than 5. The minimum expected count is
0.04.
35
30
25
20
Acc
15
Lafarge
10
Others
5
0
Acc
Lafarge
Ultratech
Others
INTERPETATION
It is inferred from table 4.2 that at 95% confidence level, there is significance
relationship exist between consumer brand preference and best availability of branded
cement.
73
CROSSTAB-5
Count
What comes to your mind when I say Acc cement,
choose one of the following
Good
Affordable
Good
All of the
brand
price
quality
above
name
product
Which
brand of
cement you
have
purchased
Total
ACC
25
33
Lafarge
Ultratech
Others
0
4
0
29
5
3
0
9
2
2
0
9
0
0
1
3
7
9
1
50
Total
Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
df
39.824(a
)
31.777
4.104
Asymp. Sig.
(2-sided)
.000
9
1
.000
.043
50
A 12 cells (75.0%) have expected count less than 5. The minimum expected count is
0.06.
30
25
20
15
Affordable price
10
0
Acc
Lafarge
Ultratech
Others
INTERPETATION
It is inferred from table 5.2 that at 95% confidence level, there is a signification
relationship exit between consumer brands preference, and customer perception
toward brands.
74
Crosstab-6
Count
Which cement company provides good logistics support
from the following
ACC
Birla
Ambuja
Ultratech
Lafarge
Which
brand of
cement you
have
purchased
Total
Acc
30
33
Lafarge
Ultratech
Others
5
2
1
38
2
0
0
2
0
3
0
3
0
4
0
4
0
0
0
3
7
9
1
50
Total
df
Pearson ChiSquare
Likelihood Ratio
50.205(a
)
40.122
12
Asymp. Sig.
(2-sided)
.000
12
.000
Linear-by-Linear
Association
N of Valid Cases
7.017
.008
50
A 17 cells (85.0%) have expected count less than 5. The minimum expected count is
0.04.
35
30
25
Acc
20
Brila
15
Ambuja
10
Ultratech
5
0
Acc
Lafarge
Ultratech
Others
INTERPETATION
It is inferred from table 6.2 that at 95% confidence level, there is a signification
relationship exit between Consumer brands preference and logistic support provided
by the company.
75
Crosstab-7
Count
Which cement company is known for its brand name in
the market?
Acc
Lafarge
Ambuja
Ultratech
others
which brand
of cement
you have
purchased
Total
Acc
33
33
Lafarge
Ultratech
Others
5
6
1
45
0
1
0
1
0
1
0
1
0
1
0
1
2
0
0
2
7
9
1
50
Total
df
Pearson ChiSquare
Likelihood Ratio
27.143(
a)
19.405
12
12
.079
Linear-by-Linear
Association
N of Valid Cases
4.741
.029
50
A 17 cells (85.0%) have expected count less than 5. The minimum expected count is
0.02.
35
30
25
Acc
20
Lafarge
15
Ambuja
10
Ultratech
Others
5
0
Acc
Lafarge
Ultratech
Others
INTEPETATION
It is inferred from table 7.2 that at 95% confidence level, there is signification
relationship exit between consumers brands preference and brands popularity.
76
Crosstab-8
Count
Which is the best mode of advertisement
Yes
No
Total
Total
Television
Shop
paintings
Hoardings
Print
Media
25
9
34
3
3
6
7
0
7
2
1
3
37
13
50
Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
df
4.343(a)
Asymp. Sig.
(2-sided)
.227
5.870
.273
3
1
.118
.601
50
A 5 cells (62.5%) have expected count less than 5. The minimum expected count is
0.78.
30
25
20
Television
15
Shop Painting
Hoardings
10
Print Media
5
0
Yes
No
INTERPETATION
It is inferred from table 9.2 that at 95% confidence level, there is no signification
relationship exist between consumer brands consciousness and mode of
advertisement.
77
CHAPTER 6
FINDINGS
78
FINDINGS
1. Customers firstly prefer quality for choosing cement.
7. In rural area customers are not very much aware of strength quality of
cement.
79
CHAPTER 7
RECOMMENDATIONS
80
SUGGESTIONS
1. The company should adopt proper advertising strategies.
8. For advertising different media should be used which are easily available
in rural areas.
81
CHAPTER 8
CONCLUSION
82
CONCLUSION
The finding of the survey is enough proof to show that ACC cements
ranks high in quality, composition etc., It is observed that ACC cement has a
maintained better product image among the person who have used it and are
using it. The company has also vast network of salesmanship no doubt these
things will have a long way in improving not only product image but also the
corporate image. But in competitive field one should not satisfy himself with
present performance. In order to maintain higher competitive efficiency there
should be continuous product planning and market improvement.
ACC cement producer and their dealers in ASANSOL city may consider
the preference analysis in the report and suggestions given in the report for
achieving higher standards of marketing performance in the future.
83
BIBLIOGRAPHY
BIBLIOGRAPHY
84
85
ANNEXTURE
QUESTIONNAIRES
86
Mobile No
Location
: ...
a) Mason
b) Engineer/ Architect/ Cement dealer
c) Friends and Relatives
d) A neighbor who has Recently constructed his house
Q6. Which brand of cement available in the market from following?
a) ACC
b) LAFARGE
c) ULTRATECH
d) OTHERS
e) If others please specify
..............................................
......................................................................................................................
Q7. What comes to your mind when choosing ACC cement, choose one of the
following?
a) Good brand name
b) Affordable Price
c) Good quality product
d) All of the above
Q8. Which cement company provides good logistic support from the following?
a) ACC
b) LAFARGE
c) AMBUJA
d) BIRLA CEMENT
e) ULTRATECH
Q9. Which cement company is known for its brand name in market?
88
a) ACC
b) LAFARGE
c) ULTRATECH
d) BIRLA
e) OTHERS
If other please specify : ...
...................................................
...........................................................................................................................
...........................................................................................................................
a) Yes
b) No
14. Rate the following on the scale of 1-6 according to customer preference of
brand 1 being the highest?
ACC
ULTRATECH
LAFARGE
BIRLA
OTHES
Rating
Q15. Is there any relationship between the colour of the cement with its Price
and its quality in your opinion?
a) Yes
b) No
If yes give your opinion :
________________________________________________________________
Q16. Do Branding / Promotion activities improve the visibility and enhance the
sale of a cement brand?
a) Yes
b) No
Q17. Has any company officially visited your site?
a) Yes
b) No
Q18. Have you attended any meeting with any cement company?
a) Yes
b) No
Q19. If the answer is yes, is it useful for you? Why?
________________________________________________________________
________________________________________________________________
90
Q20. Which brand of cement you are able to purchase on credit basis? Choose
one of them.
a) ACC
b) BIRLA
c) ULTRATECH
d) LAFARGE
e) OTHERS
If others please specify in details
Q21. Any suggestion by you that which company can respond more to
consumer like you?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
91