Customer Behaviour Analysis

The project gives a broad outline on Customers attitude towards ultratech

By Sudhanshu Khandagale (MMS-Marketing)
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 INTRODUCTION
The Cement industry is one of the largest and
most exciting sectors to be working in today. It is a rapidly
changing environment where many advances have taken
place over the past 20 years. Furthermore, it will continue to
develop and evolve at an ever-increasing pace over the next
decade. New technologies and exciting discoveries have
driven this evolution.
The project gives a broad outline of Customer's
attitudes towards ultratech brand in India. From the research
I came across several interesting results about the Customer's
behavior and response towards a particular brand, and what
steps are to be taken to match the expectation in case of
UltraTech cement. From the analysis we can understand the
Customer Consumption Rate.
I have prepared a questionnaire in Google Form,
then started my survey by forwarding this Google Form to
different customers in different regions of India and recorded
their feedback according to the question asked to them from
my questionnaire.
Then I summarize all the data collected and
made comparative charts and diagrams to present my
findings. From this survey l got the insight into the relationship
between retailers, contractors, and customers.

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 CONTENT

Sr Content Page
No. No.
1 Questionnaire in Google Form
2 Analysis of All Questions
3 Summary
4 Key Findings

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Questionaire in Google Form

Google Form Link

https://docs.google.com/forms/d/14SlAKqAmOgmnLWgRdcquPiNbywIY4gaEYzDM1eGeVzM/e
dit

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 Analysis of Questions
1. How did you buy the plot?

38% Already owned the plot

62%
Bought a Plot

Review:
It appears that most of the owners have their plots and very few owners
bought a new plot to build a house.

2. Region of House?

18%
Rural

54% Suburban
28%
Urban

Review:
Most of the Houses build is in Rural region than the Suburban and Urban
region.

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 3. What was your budget for the Project?

16% 16%
Between 10 lakh to 20 lakh

28% Between 20 lakh to 40 lakh

40% Between 40 lakh to 80 lakh
Above 80 lakh

Review:
The majority of the customers spend 20 lakhs to 40 lakhs on building houses
and On an Average 50 lakh is spent.

4. Total house area in Square feet?

12
12 11

10 9

8
6 6
6

4 3
2
2 1
0 0
0

Review:
The most preferred house area is between 1500 to 2000 square feet which are
followed by 3500 to 4000 and 2500 to 3000 square feet.

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 5. What are the problems faced during building the
house?

13%
25%
Water Crisis

Financial Crisis
32%
Shortage of Labour
30%
Shortage of Material

Review:
Major Problems faced by the owners during the construction of the house are
Financial crisis and Shortage of labour. The Financial crisis, Water crisis, and
Shortage of Labour are most commonly faced by customers.

6. Within how many months your house was

built?
14% 14%
6 months to 12 months
12 months to 18 months
32%
40% 18 months to 24 months
more than 24 months

Review:
On an Average 12 to 18 months period is required to build the entire House
which is followed by 18 to 24 months of construction time.

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 7. How did you decide the Architect?

Others

Online Medium

Recommended by Family

Recommended by Friend

0 5 10 15 20 25 30 35

Review:
Architects are basically selected based on reviews received from
Family/Relatives after which few customers took recommendations from there
Friends.

8. How did you build the house?

10%

Independently House Building

(Without Contractor)
Dependently House Building
(With Contractor)
90%

Review:
Majority of the crowd is Dependent on Contractors

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 9. How did you decide the Contractor?

Other:

Online Medium

Recommended by Family

Recommended by Friend

0 5 10 15 20 25 30 35

Review:
The situation with the Contractor is the same as Architect who is selected
depending upon reviews taken from Friends and Family/Relatives.

10. Type of Contract with the Contractor?

34%
With Material
Without Material
66%

Review:
Customers are completely dependent on Contractors and hence they prefer
with the material contract since for some owners it is not possible to invest
enough time to analyze different categories of material and select accordingly.

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 11. Who selected the building material?

1%
17%

41% By Yourself
Recommended by Contractor
Recommended by Architecture
41%
Other

Review:
Building materials are chosen according to the taste and preference of the
customers which are mostly recommended by Contractor.
12. Who selected the Cement?

Other

Recommended by Architecture

Recommended by Contractor

By Yourself

0 5 10 15 20 25 30 35 40

Review:
Due to lack of Construction and Cement knowledge within customers the
cement is mostly recommended by Contractors. Few people who know the
specific brand of cement tend to choose their cement.

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 13. Which Brand of Cement is used?

12% 2%
Ultratech Cement

ACC cement
30% 56%
Ambuja Cement

Other

Review:
Looking at the pie chart we can straightaway conclude that the Cement market
is dominated by Ultratech Cement where no competitor is seat away from
Ultratech Cement.

14. How did you come to know about the brand?

4%
13% TV Advertise
39% Hoardings and Posters
14%
Social Media Advertise
News Paper Advertise

30% Other

Review:
It seems TV Ads play a greater role in creating Brand awareness within the
population of India as compared to other means of advertisement.

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 15. Factors considered for selection of Cement?

22% 23%
Cost
Strength and Durability
Curing Time
22% 24%
Brand Image
9%
Availability

Review:
As we can see major factors such as Cost, Strength, Availability and Brand
Image are considered almost equally for selecting right cement for the
construction
16. From which dealer the cement was bought? (Location)

Surat
Ratnagari
Sangli
Wani
Pune
Parbhani
Navi Mumbai
Mumbai
Solapur
Ludhiana
Lucknow
Latur
Kolkata
Kolhapur
Jath
Gurugram
Chandrapur
Bhiar
Amravati
Aurangabad
Ahmadabad
0 1 2 3 4 5 6 7 8

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 17. What was the delivery time of cement?

Other

30 to 40 hours

20 to 30 hours

10 to 20 hours

1 to 10 hours

0 5 10 15 20 25 30

Review:
The average time between placing the order and receiving the order is around
10 to 20 hours for most of the customers.
18. How many cement bags were used in the project?

12% 12%
Below 500
500 to 700
32% 700 to 1000
44% above 1000

Review:
Looking at the statistics we can conclude that most of the consumers consume
500 to 700 bags a project followed by 700 to 1000 bags of Cement.

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 19. What type of Concrete was used?

10% 8%

Ready-made Concrete mix

On-site Concrete mix
Both
82%

Review:
Since most of the constructions take place in the Rural region due to which
Ready-made Concrete mix may not be available in remote places. Hence On-
site Concrete mix is mostly preferred concrete for the projects.

20. Which Wall Putty was used?

7% 2%
Birla White Wall Putty
20% Ambuja Wall Putty
ACC Wall Putty
71% Other

Review:
Birla White Wall Putty is seen dominating the Indian market. Looking at the
statistics in this survey we can conclude that more than 70% of the wall putty
market belongs to Birla White Wall Putty.

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 21. How much Wall Putty was used?

10%
26% 20 to 40 kg
40 to 80 kg
36% 80 to 100 kg
above 100 kg
28%

Review:
The average consumption of Wall putty per project is around 60 to 90 kg, with
40 to 80 kg is mostly consumed by customer.

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 SUMMARY

֍ It appears that most of the owners have their plots and very few owners
bought a new plot to build a house.

֍ Most of the Houses build is in Rural region then Suburban and Urban region.

֍ The majority of the customers spend 20 lakhs to 40 lakhs on building houses

and On an Average 50 lakh is spent.

֍ The most preferred house area is between 1500 to 2000 square feet which
are followed by 3500 to 4000 and 2500 to 3000 square feet.

֍ Major Problems faced by the owners during the construction of the house
are Financial crisis and Shortage of labour. The Financial crisis, Water crisis, and
Shortage of Labour are most commonly faced by customers.

֍ On an Average 12 to 18 months period is required to build the entire House

which is followed by 18 to 24 months of construction time.

֍ Architects are basically selected based on reviews received from

Family/Relatives and few customers took recommendations from their friends.

֍ Majority of the crowd is Dependent on Contractors

֍ The situation with the Contractor is the same as Architect who is selected
depending upon reviews taken from Friends and Family/Relatives.

֍ Customers are completely dependent on Contractors and hence they prefer

with the material contract since for some owners it is not possible to invest
enough time to analyze different categories of material and select accordingly.

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֍ Building materials are chosen according to the taste and preference of
the customers which are mostly recommended by the Contractor.

֍ Due to lack of Construction and Cement knowledge within customers the

cement is mostly recommended by Contractors. Few people who know the
specific brand of cement tend to choose their cement.

֍ Looking at the pie charts we can straightaway conclude that the Cement
market is dominated by Ultratech Cement where no competitor is seat away
from Ultratech Cement.

֍ It seems TV Ads play a greater role in creating brand awareness within the
population of India as compared to other means of advertisement.

֍ As we can see major factors such as Cost, Strength, Availability and Brand
Image are considered almost equally for selecting right cement for the
construction

֍ The average time between placing the order and receiving the order is
around 10 to 20 hours for most of the customers.

֍ Looking at the statistics we can conclude that most of the consumers

consume 500 to 700 bags a project followed by 700 to 1000 bags of Cement.

֍ Since most of the constructions take place in the Rural region due to which
Ready-made Concrete mix may not be available in remote places. Hence On-site
Concrete mix is mostly preferred concrete for the project.

֍ Birla White Wall Putty is seen dominating the Indian market. Looking at the
statistics in this survey we can conclude that more than 70% of the wall putty
market belongs to Birla White Wall Putty.

֍ The average consumption of Wall putty per project is around 60 to 90 kg,

with 40 to 80 kg is mostly consumed range.

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 KEY FINDINGS
֍ The major crowd falls under the category of
Dependent House Building (with Contractor). Which
means people are completely dependent on
contractors’ recommendations and suggestions.

֍ Contractors play a bigger role as an Influencer and

influence the entire Cement Market in all regions.

֍ The majority of the customers spend 20 lakhs to 40

lakhs on building houses and On an Average 50 lakh
are spent per project.

֍ According to this survey, Ultratech Cement has a

Market Share of 56% and its biggest competitor is ACC
Cement.

֍ Television Ads and Hoardings play a bigger role in

promoting and creating brand awareness within India.

֍ The average consumption of cement is 500 to 700

bags per project.

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