customer satisfaction of zuari cement

1. CHAPTER-1
INTRODUCTION
CUSTOMER SATISFACTON
“A provision of goods or services which fulfill the customer's expectations in terms of
quality and services, in relation to price.
Satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a
Product is perceived performance(outcome) in relation to his or her expectations. As this
definition make clear, satisfaction is a function of perceived performance and expectations, if the
performance falls short of expectations, the customer is dissatisfied, if the performance exceeds
the expectations, the customers are highly satisfied (or) delighted.
MARKETING DEFINITION
The American marketing association(AMA) defined “the process of planning and
executing the conception, pricing, promotion, and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational objectives”.
CUSTOMER DEFINITION
“ A person, company or other entity which buy goods and services produced another person,
company or other entity”.
CUSTOMER SATISFACTION DEFINITION
“ A provision of goods or services which fulfill the customer's expectations in terms of
quality and services, in relation to price”.
Businesses survive because they have customer4s who are willing to buy their products or
services. However; many businesses fails to “check in” with their customers to determine
whether they are happy or not and what it will make or keep them happy. Satisfaction is a person

2. feeling of pleasure or disappointment resulting from comparing a Product is perceived
performance(outcome) in re3lation to his or her expectations. As this definition make clear,
satisfaction is a function of perceived performance and expectations, if the performance falls
short of expectations, the customer is dissatisfied, if the performance exceeds the expectations,
the customers are highly satisfied (or) delighted.
Many companies are aiming for high satisfaction because customers who are just satisfied
are still find it easy to switch when a better offer comes along, those who are highly dissatisfied
are much less ready to switch. High satisfaction or delight creates an emotional affinity with the
brand, not just a rational performance. The result is high customer loyalty.
CUSTOMER VALUE AND SATISFACTION
Customer delivered value is the difference between total customer value and total
customer cost. Total customer value is the bundle of benefits customers expected from a given
product or service. Total customer cost is the bundle of costs customers expect to incur in
evaluation, obtaining, using and disposing.
MEASURING CUSTOMER SATISFACTION
Organizations are increasingly interested in retaining existing customers while targeting
non-customers, measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to product/service.
The state of satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other options the customer may have and other products
against which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort
of quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values'

3. which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten
domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness,
Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service
Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for
continuous improvement and organizational change measurement and are most often utilized to
develop the architecture for satisfaction measurement as an integrated model. Work done by
Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the
measurement of customer satisfaction with a service by using the gap between the customer's
expectation of performance and their perceived experience of performance. This provides the
measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by
Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap"
described by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation of performance) into a single measurement of performance according to expectation.
According to Garbrand, customer satisfaction equals perception of performance divided by
expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and in term
of their perception and expectation of the performance of the organization being measured.
DEFINITION
CUSTOMER SATISFACTION
The degree to which there is match between the customer's expectations of the product
and the actual performance of the product.
The broad definition of services implies that intangibility is a key determinant of whether
an offering is a service. While this is true, it is also true that very few products are purely
intangible or totally tangible. Instead, services tend to be more intangible than manufactured
products, and manufactured products tend to be more tangible than services. For example, the

4. fast-food industry while classified as a service, also has many tangible components such as the
food" the packaging, and so on.
Automobiles, while classified within the manufacturing sector, also supply many
intangibles, such as transportation. Throughout this text, when we refer to services we will be
assuming the broad definition of services and acknowledging that there are very few "pure
Services,, or "pure goods." The issues and approaches we discuss are directed toward
those offerings that lie on the right side, the intangible side, of the spectrum.
As suggested earlier, intangibles arc not produced only in the service sector of the
economy. Manufacturers such as Boeing Airplane Company and Ford Motor Company also
produce products on the right end of the spectrum, both for sale to external consumers and to
support internal production processes. For example, Boeing has provided consulting services and
demand forecasting services for its airline customers. And within Boeing large departments
(such as data processing and legal services) provide
Internal services to the organization.
CUSTOMER EXPECTATIONS OF SERVICE
Customer expectations are beliefs about service delivery that function as standards of
reference points against which performance is judged. Because customers compare their
perceptions of performance with these reference points when evaluating service quality,
thorough knowledge about customer expectations is critical to services marketers. Knowing what
the customer expects is the first and possibly most critical step in delivering quality service.
Being wrong about what customers want can mean losing a customer's business when another
company hits the target exactly. Being wrong can also mean expending money, Time, and other
resources on things that don't count to the customer. Being wrong can even mean not surviving
in a fiercely competitive market.

5. Among the aspects of expectations that need to be explored and understood for successful
services marketing are the following: What types of expectation standards do customers hold
about services? What factors most influence the formation of these expectations? What role do
these factors play in changing expectations? How can a service company meet or exceed
customer expectations?
factors that influence customer expectations of service
Because expectations play such a critical role in customer evaluation of services,
marketers need and want to understand the factors that shape them. Marketers would also
like to have control over these factors as well. But many of the forces that influence customer
expectations are uncontrollable. In this section of the chapter we try to separate the many
influences on customer expectations.
Sources of Desired Service Expectations
The two largest influences on desired service level are personal needs and philosophies
about service. Personal needs those states or conditions essential to the physical or psychological
well-being of the customer, are pivotal factors that shape what we desire in service. Personal
needs can fall into many categories, including physical, social, psychological, and functional. A
fan who regularly goes to baseball games right from work, and is therefore thirsty and hungry
hopes and desires that the food and drink vendors will pass by his section frequently, where as a
fan who regularly has dinner elsewhere has a low or zero level of desired service from the
vendors. A customer with high social and dependency needs may have relatively high
expectations for a hotel's ancillary services, hoping, for example, that the hotel has a bar with
live music and dancing. The effect of personal needs on desired service is illustrated by the
different expectations held by two business insurance customers. Some customers are more
demanding than others, having greater sensitivity to, and higher expectations of, service.
Enduring service intensifiers are individual, stable factors that lead the customer to a heightened
sensitivity to service. One of the most important of these factors can be called derived service
expectations, which occur when customer expectations are driven by another person or group of
people. A niece from a big family who is planning a 90th birthday party for a favourite aunt is
representing the entire family in selecting a restaurant for a successful celebration. Her needs are

6. driven in part by the derived expectations from the other family members. A parent choosing a
vacation for the family, a spouse selecting a home-cleaning service.
What Determines Customer Satisfaction?
Customer satisfaction is influenced by specific product or service features and by
perceptions of quality as suggested by Satisfaction is also influenced by customers' emotional
responses, their attributions, and their perceptions of equity.
Product and Service Features
Customer satisfaction with a product or service is influenced significantly by the
customer's evaluation of product and services features. For a service such as a resort hotel,
important features might include the pool area, access to golf facilities, restaurants, room comfort
and privacy, helpfulness, and courtesy of staff, room price, and so forth. In conducting
satisfaction, studies, most firms will determine through some means what the important features
and attributes are for their service and then measure perceptions of those features as well as
overall service satisfaction. Research has shown that customers of services will make trade-offs
among different service features (for example, price level versus quality, versus friendliness of
personnel versus level of customization), depending on the type of service being evaluated and
the criticality of the service.
Attributions for Service Success or Failure
Attributions-the perceived causes of events-influence perceptions of satisfaction as well.
When they have been surprised by an outcome (the service is either much better or much worse-
than expected), consumers tend to look for the reasons, and their assessments of the reasons can
influence their satisfaction' For example, if a customer of a weight-loss organization fails to lose
weight as hoped for, she will likely search for the for the causes –was it something she did, was
the diet plan ineffective, or did circumstances simply not allow her to follow the diet regimen-
before determining her level of satisfaction or dissatisfaction with the weight-loss company. For
many services customers take at least partial responsibility for how things turn out.
Even when they don't take responsibility for the outcome, customer satisfaction may be
influenced by other kinds of attributions. For example, in reseaif they felt the reason was outside
the agent's control or if they felt it was a rare mistake, unlikely to occur again.

7. Perceptions of Equity or Fairness
Customer satisfaction is also influenced by perceptions of equity and fairness.2o
Customers ask them selves: Have I been treated fairly compared with other customers'? Did
other customers get better treatment, better prices, or better quality service? Did I pay a fair price
for the service? Was I treated well in exchange for what I paid and the effort I expended?
Notions of fairness are central to customers' perceptions of satisfaction with products and
services. The example of Sears Auto Centres division illustrates consumers' strong reactions to
unfair treatment. Over a decade ago the division was charged with defrauding customers in 44
states by performing unnecessary repairs. Sears employees had been rewarded based on the
quantity of repairs sold resulting in substantial unnecessary charges to customers. The $27-
million Sears paid settling complaints and the additional loss of business all resulted from
extreme dissatisfaction of its customers over the unfair treatment.
The American Customer Satisfaction index (ACS...)
The ACSI, developed by researchers at the National Quality Research Canter at the
University of Michigan, is a measure of quality of goods and services as experienced by
consumers. The measure tracks customer perceptions across 200 firms representing all major
Economic sectors, including government agencies. Within each industry group, major
industry segments are included" and within each industry the largest companies in that industry
are selected to participate. For each company approximately 250 interviews are conducted with
current customers. Each company receives an ACSI score computed from its customers'
perceptions of quality, value, satisfaction, expectations, complaints, and future loyalty.

8. INDUSTRY PROFILE
The South India Industries limited produced cement for the first time in our country in
the year 1904 near Madras. This Company has installed capacity of 30 tones per day. By 1913
however three other units started their operations and had an installed capacity of 75000 tones
/annum.
India is the fifth largest cement producer in the world. But the consumption of the cement
in India remains one of the lowest in the world pointing towards the height growth potential. So
producers and expanding the capacity rapidly and production is likely to rise by 8% during
financial year 99 & 9% during the financial year 2002, which is lower than the rate of capacity
increase. Hence due capacity utilization is likely to fall.
The Cement industry in India is a classic example of a sector that has reached self-
sufficient position. Today the cement industry in India is in a position to meet the entire
domestic demand with surplus capacity still left over. A far cry from the past when the country
needed import cement, the India Industry is exporting today. Last year export of the cement and
cement clinker touched 4 million tones. The achievement of this large target is important as the
domestic demand is currently growing at around 8% to 9% only.
However boom time is expected in the future primarily due to the reason that in India per
capita income is increasing but; the per capita consumption of the cement is very low only 7kgs
per year as compared to the world average of 200kg. The reason for the potential cement boom
will be due; to infrastructure development. The on goings reforms are aiming at rapid industrial
growth state governments are actively wooing industrial investment both from domestic players
as well as multination’s. But industry cannot grow unless the basic infrastructure like roads,
power plants, canals are constructed.
1982 and total decontrol in 1992 have progressively provided the necessary boost. All this
changed after the market disappeared as more players entered the filed with their products. The
consumer now has had a choice of cement and competitions among players increased. As
competitions increased the need for the product differentiation grew. The strength became prime

9. focus. This saw a proliferation in different grades of the cement base on strength. Earlier the
Indian market had only 33-grade cement available.
Suddenly there was a much rooming of high grade cement such as the 43 grades and 53
grades. Also on the product front, companies took too attractive packaging, thus the Indian
cement industry developed at faster pace to achieve self-sufficiency.
Present progress of the cement industry falls into the five phases:
 1947-80:
Government exercised strict control over the entire industry by various
policies and legislation. The industry experienced a period of price and decontrol.
 1980-81:
Period of partial decontrol.
 1982-92:
The industry functional free from price and distribution controls remained still
under a regime of controlled economic decision making.
 1992-95:
Free from all prices, distribution and licensing controls.
 1995:
Onwards free market conditions would work with in a reformed economic
system, which favor new entrants into the industry.
The output of the industry excluding mini cement plants was nevertheless higher at 76.73
million tones against 69.98 million tones. This capacity utilization remained unchanged at 81%
but the total capacity was higher at 96.94 million tones against 88.64 million tones in 97-97.
Because of the existence of huge capacities and with fresh additions, the out put of the
cement-increased by 2.51 million tones in 97-98, the northern region came next with an

10. incremental output of 1.83 million tones. The southern region raised its share by 1.54 million
tones and the eastern region by 8.7 lakh tones. The southern region particularly Raising its share
substantially as the new projects commissioned in Tamilnadu will be in full production .
An entirely new plant in Andhra Pradesh went on stream towards the close of 1997-98.
Another green field project also in Andhra Pradesh went on stream early in October. The
Marketing of a higher output may be found challenging in 1998-99 especially as there will also
be competition from imports. The progress in the ninth plan period should be even more
impressive as greater emphasis being laid on construction of residential houses in urban, semi-
urban and rural area and development of irrigation projects. Heavy expenditure is proposed to be
incurred on the formation of the new national high way as well as state high ways. About 30
million tones capacity is planned to be added during this period. The growth has been estimated
primarily on the basis of the relatively low per capita consumption as compared to other
countries. But an accelerated growth in the infrastructure sectors may facilitate this emergency
of new trend in off take. Thus, the demand for the cement is everlasting and increasing.
In India the cement Industry is one of the Major and oldest Manufacturing Industries in the
economy. It is an indigenous industry in which the country is well endowed with all necessary
raw materials, skilled manpower, machinery, equipment, technology and transport and knows
how. It produces and commodity that is various constructions.
It is a contribution to the development of modern civilization. It is a vital industry that
assumes a crucial part in the economic growth and development of a country. To every
development effort from the construction off a small houses to multipurpose projects cement
constitutes a basic industry. So in modern life dement is essential for constructions.
It is indeed gratifying that the country is heading towards the era of surplus cement.
Waiting for allotment of cement has become a thing of past, surplus cement presents
opportunities and challenges for cement industry.
The Industry has high depending on the railways for the transport of coal as well as
cement as a result of the long distances which both have to travel in most cases. Coal has to be
moved from one destination to another destination covering a long distance. The co-ordination
of railways to industry helped the development of transportation.

11. The Industry is facing some problems like shortage of power, shortage of coal that is
main fuel. The companies face this problem though there is plenty of a natural resource in the
country.
From that time threat of new entrants started in market besides threat off substitute
products. So now-a-days company facing many problems. The present study subjected to study
the problems in the distribution system of the company.
Distribution system of any company plays a key role in performance, because of distribution
system is key a external resource. Normally it takes with key internal resources such as
manufacturing research, engineering and field sales personal and facilities.
represents a significant corporate commitment to large number of independent companies whose
business’s distribution and to the particular markets they serve.
It represents, as well a commitment to set of policies and practices that constitute the basic
fabric on which is woven an extension set of long-term relationships.
Today’s companies are multiplying the number of “Go-to-Market” or hybrid channels.
Companies that manage hybrid channels must make sure these channels work well together and
match each target customers preferred ways of doing business. Distribution system includes
distribution channels, which are sets of independent organization involved in the process of
making a product or a service available of the use of the consumption. Distribution channel are
necessary for smooth flow of goods and services. This procedure is necessary in order to bridge
the discrepancy between the assortment of the goods and services generated by the producer and
assortment demanded by the customers. The discrepancy results for the fact that manufacturer’s
typically produce large quantity of limited variety of goods where as consumers usually desire
only limited quantity of wide variety of goods.
A marketing channel performs the work of moving goods from producers to consumers. It
overcomes the time, place and possession gaps that separate goods and services from those who
need of want them. Members of marketing channel perform a number of key functions.
 They develop and disseminate persuasive communications to stimulate purchasing.

12.  They reach agreements on price and other terms so that transfer of ownership or possession can
be effected.
 They place orders with manufacturers.
 They acquire the funds to finance inventories at different levels in the marketing channels.
 They assume risks connected with carrying out channels works.
 They provide for successive storage movement of physical products.
 They provide for buyers payment of their bills through banks and other financial institutions.
 They oversee actual transfer of ownership for one organization or person to another.

13. COMPANY PROFILE
Zuari cements factory limited is part of the prestigious K.K.Birla Groups Rs. 4000 a core
conglomerate. Firstly it was incorporated in 1967 as Zuari Agro Chemical limited. To produce
urea, compound nitrogenous fertilizers and phosphates. The company diversified in 90’ into
the manufacture and sale of the cement through Zuari cement, the manufacture of ready to
assemble furniture (RTA) through Indian furniture products and marketing of chemical
pesticides bio-fertilizers and bio-pesticides.
It has set up several joint ventures namely Gautier India limited to market ready-to-
assemble furniture, Zuari seeds limited to produce and market hybrid seed and Simon India
limited to offer engineering etc. Zuari leasing and finance corporation limited and Zuari
investments limited have been promoted to exploit the potential available in the field of leasing
hire purchase, merchant banking, capital market development and investment opportunities.
Zuari cement, situated right in the heart of Nervi Basin in KADAPA District, ANDHRA
PRADESH, renowned for its rich lime stone deposits, caters to the construction requirements of
the entire southern region, The company has made a name for itself through its consistent quality
impeccable strength, reliable delivery schedule and committed work force giving customers, the
best returns on their investments. This commitment to quality has been seen it grow from
modest 0.5 million tones capacity in 1995 to 2.2 million-tones capacity today.
To give the company an international edge and to benefit from global knowledge and the
advantage of a worldwide organization. Zuari cement has entered into a 50:50 joint venture with
italcement groups, the largest procedure and distributor of cement in Europe and one of the
leaders in cement in production in the world.
Founded over a 100 years age in 1864, italcement operates in 13 countries including
Canada, France, Morocco, the USA and Bulgaria. Italcement is global industrial network
includes more than 50 cement plants, 500 concrete batching units and 150 quarries. The group
employs over 18,000 people from different cultures and diverse backgrounds.
The group has set important targets for the future. They are:

14.  To improve efficiency in the industrial system.
 To streamline and optimize the financial structure.
 To consolidate the groups international presence in a balanced progressive way.
The joint venture between the two companies is an unbeatable combination of Zuari
groups’ strength and Italcement technology.
The cement division was started in 1994 to operate the cement plant of Texmaco limited
under a working arrangement. Subsequently Texmaco cement business was taken over y the
company in 1995. Today Zuari cements manufacturing facility at cement among the top five
manufacturers in the south.
Unique feature of Zuari Cement:
1. Comes from the very Nerji limestone of the Kadapa basin.
2. Lower heat of hydration and thermal shrinkage.
3. Decreases tendency towards bleeding and segregation,
4. Reduced alkali aggregate reaction.
5. Lower susceptibility to dissolution and leaching.
6. Low free lime to ensure reduction of thermal cracks.
7. Low magnesium to ensure reeducation of tensile cracks.

15. MARKETING PERSONAL CHART
DEPUTY GENERAL MANAGER
SENIOR MANAGER
DEPUTY MANAGER
ASSISTANT MANAGER
SENIOR OFFICER
OFFICER
EXECUTIVES
PRICE
Price is the only element in the marketing mix that produces revenue the other elements
produce costs. Price is also one of the most flexi able elements of the marketing mix
traditionally; price has operated as the major determinant in poorer countries, among poorer
groups.

16. Seven Levels of Pricing are:
1. Ultimate - the gold standard
2. Luxary - for luxary purpose
3. Special needs - brands meet special needs
4. Middle - middle to below three and above three
5. Ease/convenience - brands that provide functional benefits
6. Cheaper - cheap quality, performs satisfactorily
7. Price alone - cheap quality made with cheap material
Poor performance.
In this price Zuari followed 5th level because with their product company offering
functional benefits like higher compressive strength lowest heat of hydration better soundness
etc.
PRICE MIX
List price Discount Allowances Payment period Credit
LIST PRICE
List price of the product varies from district to district and varies frequently;. They are
more in the south zone than in the north zone.
DISCOUNT, ALLOWANCES AND CREDIT TERMS. Are also given to the customers,
depending up on the load.
PROMOTION MIX:
Advertising: Paper ad, TV ads are given very frequently
Sales promotion: No offerings age given,

17. Publicity: More concentration is paid on the publicity that is wall paintings are given in many
areas. .
Public relationship: Company maintains a good relationship with the public.
Distribution system: Company follows zero level and one level distribution system.
Future plans: Company is planning to set up new branches in the necessary areas .
ACHIEVEMENTS
1967 - The Company was incorporated on 12th May. It was promoted by Birla Gwalior (P) Ltd., and
Armor & Co., Chicago, U.S.A. The Company manufactures fertilizers and allied products.
1968 - A fresh collaboration agreement was signed with the United States Steel Corporation on 1st
November, under which the scope of the project was enhanced to include the manufacture of
compound fertilizers (28:28:0) as well.
1977 - 160 No. of equity shares subscribed for by the signatories to the Memorandum of Association and
55,57,340 No. of equity shares subscribed for in cash by the institutional promoters of the
Company (United State Steel Corporation - 37,72,500; Sutlej Cotton Mills - 10,00,000 Pilani
Investment Corporation - 2,00,000 Birla Education Trust - 1,80,000; Century Spg. & Mfg. Co.
1,50,000; Gwalior Rayon Silk Mfg. Co. 1,10,000; Birla Bombay Pvt. Ltd. - 70,000; and
Jiyajeerao Cotton Mills - 40,000).4,12,500 Pref. Shares and 68,70,000 No. of Equity shares
issued through prospectus in May 1970. Out of the issue, 9,14,964 No. of equity shares reserved
for foreign collaborators (7,27,500 for United States Steel Corpn., and 1,87,464 for Armour &
Co., U.S.A.) for allotment against plant and machinery and technical know-how, etc.; 37,536 No.
of equity shares issued to Armour & Co., against cash subscription; 33,30,000 No. of equity
shares issued to foreign financial institutions (23,92,500 to International Financial Corpn.
Washington; 7,50,000 to Bank of America, N.Y. and 1,87,500 to First International Finance
Corpn. Chicago) against cash subscription; 125 Pref. and 5,000 No. of equity shares issued for
Communicated of Sancoale of Goa. The balance of 4,12,375 Pref. and 25,82,500 No. of equity
shares offered for public subscription. The Pref. shares are redeemable on or after 8th July, 1982
after giving 3 months' notice.

18. 1984 - A letter of intent was received to set up a fertilizer complex comprising of an ammonia plant and
an urea plant with capacities of 1,350 tones and 2,250 tones per day respectively based on off-
shore gas at Sawai Madhopur, Rajasthan. For this purpose, the Company promoted a new
Company under the name and style of Arrival Fertilizers Ltd.
1985 - AFL was incorporated on 7th May, 1985 and the Certificate of Commencement of Business was
obtained on 18th July. Due to the new guidelines fixed by the Government, the original contract
with Snamprogetti SPA had to be re-negotiated. Rate of Pref. dividend raised to 15% effective
from 11.7.1985 and redemption date extended to 10.7.1992/95. 10,310 Pref. shares belonging to
dissenting shareholders redeemed.
1986 - The Company issued 5, 00,000 - 15% redeemable non-convertible debentures of Rs 100 each on
private placement basis to Army Group Insurance Fund. These debentures are redeemable at a
premium of Rs 5 per debenture at the expiry of 7th year from the date of allotment.
1989 - Application for financial assistance for the cement project was submitted to IDBI. Necessary steps
were taken to get the validity period of the letter of intent extended. The company issued
7,00,000 - 14% secured redeemable non-convertible debentures of Rs 100 each on private
placement basis with financial institutions. These debentures are to be redeemed at a premium of
Rs 5 per debenture on the expiry of 7th year from the date of allotment of debentures i.e. on 18th
September, 1996.
1990 - A new company in the name of `Banes Cement Ltd.' was incorporated to implement the project.
Effective from 15th November, the CFCL ceased to be a subsidiary of the Company due to
increase in the paid-up capital of CFCL. The company made an application to set up a sugar
factory in Karnataka with cane crushing capacity of 2,500 tap and investment of Rs 35.0 cores.
Clearance from Central and State Government was awaited. In 1992, clearance was received
from the State Government.
The company availed the letter of Intent. With the approval of the Indian Government and the
World Bank, James Chemical Engineering, a prominent firm of U.S.A., consultants, were
appointed to make a study of the existing plant and suggest ways and means of achieving an
increase of 10% in the capacity.

19. 1992 - The Company proposed to set up an argon recovery and purification plant within the existing
complex at Goa.
1993 - During the year, for the first time, the company launched sale of potash for direct application to the
farmers. "Bipods" an environment friendly product launched to enhance phosphorus use
efficiency was well received. High quality seeds of various crops in the brand name “Jaikisaan”
were launched. The Company entered into an agreement with Texmaco Ltd for running and
operating their Cement unit at Yerraguntla, Andhra Pradesh effective 1st January, 1994.
1994 - The Company formed a wholly owned subsidiary in the name of Zuari Leasing & Finance
Corporation Ltd.The Company set up a joint venture in the name of Zuari Seeds Ltd., with
Institute of Field & Vegetable Crops & KOP Investments, Cyprus (IFVC) on 50:50 basis for
production and marketing of hybrid seeds.7,00,000 Shares allotted on private placement basis.
1995 - The Company commenced marketing of single super phosphate under the brand name "Jai Kisaan
Superphos" making the existing range of products most comprehensive."Bioneem" an eco
friendly need based pesticide launched during January. Two hybrid seeds of sunflower were
developed with Institute of Field and Vegetable cups and KOP Investments. Argon recovering
plant was commissioned on 9th May, and registered 51% capacity.
1996 - The Capacity utilization of Ammonia, Urea, NPX and DAP plants was maintained at higher levels.
With view to energy saving, the company undertook to remove pneumatic instruments in a
phased manner to be replaced by microprocessor based control systems. In the cement divisions,
fluxes was replaced by air lift pump and elevator & belt combination for transport of cement
from mill out let to cement silo.
Approval was received from requisite authorities for amalgamation of Indian Furniture Products
Ltd. (IFP) with the company IFP is an EOU with facilities to manufacture ready to assemble
furniture at Kakalur, Tamil Nadu.IFP had entered into a technical & financial collaboration
agreement with M/s. Serbia France, one of the pioneers in manufacturing and marketing reading
to assemble furniture. Subject to necessary approvals being obtained the company proposed to

20. issue 26252800 rights equity shares in prop. 1:1.Pref. shares redeemed. Authorized equity capital
increased.
1997 - To ensure the smooth and continuous production of NPK/DAP plants, the company has decided to
set up additional captive power capacity and placed an order with M/s. Wartsila NSD, Finland
for supply and erection of 6 MW DG set at a total cost of Rs 8.86 cores.131,15,210 rights shares
issued in prop. 1:1. 31, 98,368 shares issued to erstwhile Indian Furniture Products Ltd. on its
amalgamation with the Company.
1998 - With effect from 12th February, the name of Company was changed to Zuari Industries Ltd. from
Zuari Agro Chemicals Ltd to represent all the activities of the company. For the first time among
Indian corporate, Zuari Leasing and Finance Corporation, a subsidiary of Zuari Industries of the
K K Birla group, has disclosed in its balance sheet that it has paid Rs.15.69 lakh as tax to the
Income-Tax Department under the Voluntary Disclosure of Income Scheme (VDIS).Zuari
Industries Ltd. said that its operations have been affected because of a strike by contract laborers
in its packing and dispatch section at its fertilizer division in Goa.Gautier India Ltd, a 50:50 joint
venture between Grouped Serb, France and Zuari Industries Ltd, will launch an exclusive range
of entertainment furniture in India.
1999 - Zuari Industries, the K.K. Birla group company, is tying up with Grouped Serbia of France to forge
a 50:50 joint venture which will market state-of-the art furniture products manufactured at its
Chennai factory. The company undertook further expansion complex fertilizer capacities to 3.30
lakh tones per annum from 1.50 lakh tones per annum at Rs. 41.70 cores and installation of
captive power generation facilities.
Leading the race is Gautier India Ltd, a furniture manufacturing company set up by Zuari
Industries Ltd, belonging to the KK Birla Group, in collaboration with Grouped Serbia of
France.Zuari Industries was able to present the record of its transactions, and the faster was the
collection process from the government.
The company also has interests in furniture and cement manufacturing. For fertilizers the
company has tied up with Grand Parries of France to improve quality of its products like Urea,
Ammonia, and Dominium Phosphate (DAP).

21. 2000 - The Italcement Group and Zuari Industries Ltd (ZIL) have reached an agreement to create a 50:50
joint venture Company, which will take over the cement activities of ZIL.The Company,
proposes to enter into a joint venture agreement with Cements François and Italcement Group
Company for carrying on the cement business as a separate joint venture company. The
Company has signed an agreement with Italcement Spa, Italy on 2nd August, for carrying on its
cement business as a joint venture. Indian Furniture Products, a division of Zuari Industries of
the K K Birla group, has launched its Zuari furniture range in Bangalore.
2001 - The cement division of Rs 4000 core KK Birla group company Zuari Industries, has been hived off
into a separate company called Zuari Cement Ltd.The Company is signing an MOU for
acquiring 76 per cent stake in Genentech Seeds International Pvt. Ltd. Bangalore, which is in the
business of production and marketing of hybrid seeds of vegetables and other crops. The
Company has acquired the majority stake in Genentech Seeds International Pvt Ltd. and GSIPL
has become the subsidiary of the company.
2002 -Zuari Macro Phosphates becomes subsidiary of Zuari Industries -Para deep Phosphates becomes a
subsidiary of Zuari Industries Ferguson & Co (AFF) has withdrawn as auditor for Zuari
Industries Ltd. 2003 -Board approved the issue of Cumulative Redeemable preference Shares
aggregating to Rs 1000 million instead of Rs 2000 million approved earlier.
The Zuari Cement unit near Yerraguntla in Kadapa district was closed down by the management
due to labor unrest
2007-Zuari Industries Ltd has entered into Joint Venture Agreement with Israel Chemicals Ltd for
establishment of water soluble NPK Fertilizer Plant with an initial capacity of 10,000 tones per
year Zuari Industries Ltd has appointed Mr. J N Godbole as an Additional Director of the
Company with effect from August 01, 2007.
2009- Zuari Industries Ltd has informed that the Board of Directors of the Company at its meeting held on
May 15, 2009, has appointed Mrs. Jyotsna Poddar as Additional Director of the Company with
immediate effect. Zuari Industries Ltd has informed that the Company has entered into a Gas
Transmission Agreement with GAIL (India) Ltd on May 26, 2009 for transportation of gas to
Company's plant at Zuarinagar, Goa for use as fuel/feed stock.

22. Zuari Industries Ltd has informed that the Board of Directors of the Company at its meeting held on July
21, 2009 has appointed Air Chief Marshal (Retd.) Mr. S P Tyagi as Additional Director of the
Company with immediate effect.
SWOT ANALYSIS
STRENGTHS;
-High Entry Barriers
Cement being a capital-intensive industry creates high entry barriers for the new players.
Moreover, the creation of distribution channel, acquisition of limestone reserves etc makes entry
of new players extremely difficult.
WEAKNESS
-Dependence on Government
Industry is highly dependent on government authorities for power supply. Cement
industry has-been suffering from frequent power cuts.
Increasing dependence on imported coal Over the years, there has been deterioration in
the quality of coal. In particular, the ash content has increased implying lower calorific values for
coal, and improper and inefficient burning, etc.
This has increased the dependence of cement industry on imported coal. Poor port
infrastructure and high volatility in exchange rates creates concerns.
OPPORTUNITIES
-Growth from newer products - Ready to mix concrete
RMC is a value-added semi-finished product that results in a superior quality concrete.
Ready mix concrete consists of cement, aggregates, water and other ingredients, which are
weighed and batched at a centrally located plant and then directly placed at the construction site.
Various advantages of RMC are quality control, eco friendly, greater speed of construction,
correct proportion of ingredients, lower wastage, reduced manpower requirement etc.

23. RMC is a high margin product as compared to site mixed concrete (SMC).RMC is
extensively used in developed countries. However, Ready Mix Concrete (RMC) demand in India
is still in its infancy, estimated at around six million cubic meters in volume terms in 2005. In
India, RMC accounting for meager 5% of cement production that is converted to RMC as
against70% in developed countries. Launched first in Mumbai a few years ago is gaining ground
in other metros in India.
The majority of the RMC demand comes from metros. Bangalore is the largest market of
RMC owing to large scale construction activities. Looking at the high yield RMC market,
cement majors such as ACC and Ultra Tech has planned to set up their RMC plants in
Bangalore. ACC expects its RMC business to grow at 40% over the next few years.
-Growing Economy
Though India is the second largest cement manufacturer, it is among the lowest cement
consuming countries. In India per capita cement consumption is 122 kg, which is far below the
world average of approximately 320 kg. With the growth of economy, per capita cement
consumption rises at brisk pace. Hence, signifying immense potential going forward.
THREATS
 Rising input cost
 Rising interest rate rising interest rates may impact housing demand and thereby affecting
cement demand. Moreover, it will result in increased interest cost. And may also affect cape plan
implementation.
 Substitutes Bitumen and Engineering plastic have emerged as substitute of cement in road and
building construction.

24. PRODUCT PROFILE
Cement is manufactured either by wet process or dry process or semi fry process. Wet process
remained popular for many years with the modern development of the technique of dray mixing
of powdered materials using compressed air, the dray process gained momentum, and now-a-
days most of the plants cement is being manufactured by process.
The raw materials consist of lime stone, iron or and bauxite, these are mixed in the
correct proportions and fed into grinding mill where they are reduced to a very fine powder. It is
further blended and corrected for the right composition and mixed by means of compressed air.
The powder from the storage soils is fed into rotary kiln through preheated cylinders. In
the rotary kiln, the materials is subjected to a temperature of about 1500 degrees centigrade .
Chemical reaction takes place between the various materials resulting in the formation of
compound like:
 C3S-Tri calcium silicate (about45%)
 C2S-Di calcium silicate about 22%)
 C3A-Tri calcium aluminate (about 7 to 10%)
 C4AF-Tetra calcium alumino ferrite (about 10 to 12%)
It is these compounds that impart the strength characteristics to cement. At these high
temperatures of 1500C, the clinker is formed; the cooled clinker is grounded in a cement mill of
ball mill consisting of several components charged with progressively smaller hardened balls. At
this stage, gypsum in required quantities is added (generally about 2 to 3%) to facilitate easy
working and prevent flash setting of cement.
The mixture is grown to the required fitness and transferred to storage cells. From here,
the cement is bagged and packed and transported either by road, rail to the desire destinations.
Continuous monitoring of the quality of cement is exercised both lat the raw martial stage and
also at the finishing stages with the help of X-rays analyzer etc.

25. Ventomatic Electronic Packing: Zuari cement employs Ventomatic packers to ensure that
the customer gets exactly 50 kgs per bag. To minimize the damges during transport, advanced
loading techniques are use.
Product Profile: Zuari cements limited manufactures high grade ordinary Portland cement (pc 43
and pc 53) the high quality cement most commonly used in the construction industry. The
superior quality of Zuari gets the job done fast and with lesser in to saving time and money.
Six strong benefits that make Zuari 53 and 43 grade the ideal cement:
 Higher compressive strength
 Lowest hear of hydration
 Better soundness
 Lesser consumption of cement for m-20 concrete grade and above.
 Faster de shuttering of formwork
 Reduced construction time.
Zuari superfine the finest blended cement: Zuari superfine is manufactured by using
pozolonic material of uniform particle size distribution, which is collected from electrostatic
precipitators of efficient powerhouse.
Zuari superfine provides:
 Concrete of better strength and workability since voids of air and water are reduced.
 Protection against alkali aggregate reaction due to the presence of a very glossy state of silica .
 Resistances towards chemical attack and lower permeability.
 Long term durable concrete, because of low free time.
Advantages of Zuari cement in construction and buildings products industry:
Zuari cement produces durable concreted due to this raw material that is limestone
coming from the very rich. Nerji basin with low magnesia, chlorides, alkalis and free lime
content.

26.  Zuari cement with higher fineness offers good workability ensuring dense, compact and durable
concrete for a designed water/cement ratio.
 Zuari cement continues to gain compressive strength even after 28days strength.
 Zuari cement with tri calcium silicate and optimum di-calcium silicate content develops high
early removal of from work for slabs, beams and columns which results in savings of centering
costs and there by speedy construction.
 Zuari cement saves 10% to 50% in cement consumption for M-15 concrete grade and above.
Zuari cement corporate office is in Hyderabad and has branches in Chennai, Cochn
Panaji and Bangalore.
A wide range to address every need.
 Residential, commercial multi stored buildings and complexes.
 Mass concreting dams, canals, spillways.
 Constructions and repairs of pavements, roads, flyovers and runways.
 Spun pipes and poles manufacturing.
 Prefabricated elements such as pipes, hallow blocks, paves, sleepers, jails, manhole covers,
windows door frames, asbestos, cement products etc.
 Cold weather concreting.
Zuari now offer varieties in grades of cement . It manufactures both 43 grade and 53
grades and offer superior quality products by careful manufacturing at each stage of the
production process with the help of computerized control systems.

27. CHAPTER-2
LITERATURE REVIEW
SERVICES: CONCEPTUAL FOUNDATIONS
Although services contribute almost 80% to the world’s economy,
consensus on the definition of “service” is yet to be reached. “Despite more than 25 years of
study, scholars in the field of service management do not agree on what a service is. Indeed,
instead of coming closer to a definition they seem to be less certain” (Haywood-Farmer and
Nollet, 1991).
Services have been defined as intangible and perishable goods, produced and consumed
simultaneously (Sesser et al., 1978), activities or series of activities of more or less intangible
nature provided as solutions to the customer’s problems (Grönroos, 1990), processes, and
performances (Zeithaml and Bitner, 1996; Grönroos, 2000), time-perishable and intangible
experiences performed for a customer who acts as a co-producer, (Fitzsimmons and
Fitzsimmons, 2001), etc.
DEFINING SERVICES
Service as a consumer product has been defined in a variety of ways in the
business literature. There are a range of definitions of services suggested in the literature. These
definitions look very narrowly upon the service phenomenon, and include more or less only
those services rendered by so-called service firms. The features used to construct an adequate
definition of service can be seen through an examination of these definitions proposed by the
leading scholars. Service can be defined as:
“Activities, benefits, or satisfactions which are offered for sale, or provided in
connection with the sale of goods” (American Marketing Association, 1960)
“Services represent either intangibles yielding satisfactions directly (transportation,
housing), or intangibles yielding satisfactions jointly when purchased either with commodities or
other services (credit, delivery)” (Regan, 1963)
“Marketed services – A market transaction by an enterprise or entrepreneur where the
object of the market transaction is other than the transfer of ownership (or title, if any) of a
tangible commodity” (Judd, 1964)

28. “For the consumer, services are any activities offered for sale that provide valuable
benefits or satisfactions; activities that he cannot perform for himself or that he choose not to
perform for himself” (Besom, 1973)
“A service is an activity offered for sale which yields benefits and satisfactions without
leading to a physical change in the form of a good” (Blois, 1974)
“Services (are) separately identifiable, intangible activities which provide want
satisfaction when marketed to consumers and/or industrial users and which are not necessarily
tied to the sale of a product or another service” (Stanton, 1974)
“A service is an activity or series of activities which take place in interactions with a
contact person or a physical machine and which provides consumer satisfaction” (Lehtinen,
1983)
“Services are any intangible benefit, which is paid for directly or indirectly, and which
often includes a larger or smaller physical or technical component” (Anderson et al., 1983)
“A service is any activity or benefit that one party can offer to another that is essentially
intangible and does not result in the ownership of anything. Its production may or may not be
tied to a physical; product” (Kotler and Bloom, 1984; Kotler, 1988).
“The meeting of customer expectations in the course of selling and post-sales activity
through providing a series of functions which match or better the competition in a way which
provides an incremental profit for the supplier” (Free, 1987).
“Service is something which can be bought and sold but which you cannot drop on your
foot” (Gummesson, 1987).
Taking a lead form the definitions of Lehtinen (1983), Kotler and Bloom (1984) and
Gummesson (1987), in 1990 Grönroos proposed a working definition. According to him, “A
service is an activity or series of activities of more or less intangible nature that normally, but not
necessarily, take place in interactions between the customer and service employees and/or
physical resources or goods and/or systems of the service provider, which are provided as
solutions to customer problems” (Grönroos, 1990).
“The business transactions that take place between a donor (service provider) and a
receiver (customer) in order to produce an outcome that satisfies the customer” (Ramaswamy,
1996).

29. “A production system where various inputs are processed, transformed and value added
to produce some outputs which have utility to the service seekers, not merely in an economic
sense but from supporting the life of the human system in general, even may be for the sake of
pleasure” (Lakhe and Mohanty, 1995).
“Deeds, processes, and performances” (Zeithaml and Bitner, 1996).
In the aforementioned definitions of service, there are several significant features to be
pointed out for the better understanding of the concept. First, service is a performance which
occurs through the interaction between consumers and service providers (Dighton, 1992;
Grönroos, 1990; Ramaswamy, 1996; Sasser, Olsen and Wyckoff, 1978; Zeithaml and Bitner,
1996). Second, other factors such as physical resources or environments play an important
medium role in the process of service production and consumption (American Marketing
Association, 1960; Collier, 1994; Grönroos, 1990). In most of the service delivery, a customer’s
presence is required. Therefore, the tangible physical surroundings and other tangible cues are
important variables which determine the customers’ level of quality perception in the intangible
service delivery system. Third, consumers buy a service to solve their problems (Grönroos, 1990;
Ramaswamy, 1996). These three points put together lead to the conclusion that, “a service,
combined with goods products, is experienced and evaluated by customers who have particular
goals and motivations for consumers for consuming the service” (Yong, 2000).
Unique Characteristics of Services and Marketing Implications
In the business literature, there have been many efforts to clarify the service
concept. An understanding of the unique characteristics of a service product and its delivery
system is an important first step for the future analysis of service within a service setting. In
addition, it is the first step in the conceptualisation of service quality. Current arguments on
service can be divided into two positions. Each approach emphasizes different aspects of service.
The first approach is constituted by making a distinction between service
(intangible) and goods (tangible). In this point of view, it is suggested that the marketing strategy
in service should be differentiated from those of goods. Throughout its developmental history,
the paradigm of service marketing has been developed based upon the
belief that there are fundamental differences between goods and services (Bateson, 1977;
Booms and Bitner, 1982; Lovelock, 1991; Parasuraman, et al., 1985; Shostak, 1977).
Summarises the differences between goods and services and the implications of these

30. characteristics. Many of the strategies, tools, and frameworks have been developed in the
services marketing practices to address these characteristics. Recently it has been suggested that
these distinctive characteristics should not be viewed as unique to services but that they are also
relevant to goods, that “all products are services”, and that “economic exchange is fundamentally
about service provision” (Vargo and Lusch, 2004).
Accordingly, the service marketing literature has focused on the assumption that
service possesses four unique characteristics. These characteristics were identified by
Parasuraman, Zeithaml and Berry (1985) and Zeithaml and Bitner (1996) and include:

31. CHAPTER-3
RESEARCH METHODOLOGY
Marketing research is a systematic and a study of problems pertaining to the marketing of
the goods and services. It may be emphasized that it is not restricted to any particular area of
marketing: about is applicable to all its phases and aspects.
The American marketing association while defining marketing research emphasizes that its
function is to provide information to management so that it can identify and react to market
opportunities and problems.
RESEARCHDESIGN
Research design is the plan structure, and strategy of investigation conceived so as to
obtain answers to research questions and to control variance.
The definition consists of three important terms –plan, structure, strategy. The plan is an outline
of the research is to work. The structure of the research is a more specific outline or scheme and
the strategy show how the research will be carried out, specifying the methods to be used in the
collection and analysis of the data.
A research design is the specification of methods and procedures for acquiring the
information needed. It is overall operational pattern or framework of the project that stipulates
what information is to be collected from which sources by what procedure.
DESCRITIVE RESEARCH METHOD
With interest in knowing the perception about the zuari cement and how the company
making the advertisement for the development of the business , here we collected data in related
to characteristics variables of the advertisement of the zuari cement and has been used ,it
perfectly shows the descriptive research.
CONVENIENCE SAMPLING
It is based on the convenience of the research that is to select a sample. This type of
sampling is also called accidental sampling respondents in the sampling are included in it merely
on account of their being available on the spot where the in progress.

32. STATISTICAL TOOLS
 Bar diagrams
 Table diagrams
 Simple percentage method :
Percentage of respondents =(Number of respondents ÷ Total respondents)×100
DESIGNING OF QUESTIONNAIRE
A question is a basic is to primary data collection. Case preparation of a question is very
important for the collection of reliable fact and figures. Construction of a realistic questions
requires special skill which can be acquired only by sharp intelligence, common sense and which
experience. The design of a question depends on who is to fill it out the facts and figures to be
collected and the calibre of the information. In other words it is prepared will in advance for
purpose.
The principles of preparing questionnaire:
1. Questions must be simple and short.
2. Less use of technical terms.
3. The no of questions to be less.
4. Units of measurement must be clearly defined.
5. Questions must be put to pre test.
RESEARCH METHODOLOGY
Research design : Descriptive research
Research approach : Direct approach
Research instrument : Questionnaire
Sample size : 100
Sample technique : Convenience sampling technique(Non probability sampling)
Sample area : Zuari cement in kadapa

33. NEED FOR THE STUDY
Customer satisfaction helps to explain the phenomenon of why different
individual respond differently to the same stimulus under the same condition. By which the
company can know the customer satisfaction of different individuals, which in turn helps in
creation of innovative ideas for the improvement of the product and the sale of the product
Hence it is imperative that a study that may be undertaken providing stimulus to
the customer through the physical shape, color, size fragrance, Feel and state of product ,its
package, Advertisement and commercials.

34. SCOPE OF THE STUDY
This work gives the information about the customer satisfaction towards Zuari
cements. Here the population is restricted to the owners of the Zuari cements who purchased this
Zuari cements between the consecutive years of 2012 and 2013.
The study conducted the survey in Kadapa . A total of 100 respondents were
interview together. Information relating to this was collected through an questionnaire forgetting
relevant information from the respondents. Convenience sampling method was used to secure
the sampling units.

35. OBJECTIVES
 To find the satisfaction level of the customers towards ZUARI CEMENT.
 The factors effecting customer buying decision regarding the purchase of
ZUARI CEMENT.
 Comparison of various Cement brands available in the market on the basis of
performance and to find the leading brand.
 To know the changing attitude of the customer.
 To suggest some better quality for improvement of the product.

36. LIMITATIONS
 Time is the major constraint.
 Study is limited to Kadapa only.
 Some of respondents (because of their unawareness, negligence, fear) are reluctant to
provide sufficient information.
 In some cases the customers were not interested because of their works.
 The customers were reluctant to express to express their views frankely.

37. CHAPTER-4
DATA ANALYSIS & INTERPRETATIONS
Data is analyzed by using percentages, graphs and tables.
METHOD OF DATA COLLECTION
The data is collected by
(i) Primary Data
(ii) Secondary Data
PRIMARY DATA
It was collected with the help of questionnaire, which includes the questions,
which are relevant to the purpose of the study.
COLLECTION OF PRIMARY DATA
Collection of Primary Data is obtained by Direct Communication with the users of
Zuari cement through questionnaire method and I obtained the first hand information from their
opinions.
SECONDARY DATA
The secondary data is the information the already exists. The secondary data was
collected from journals, magazines, books, observation of respondents and websites.
The research specific information was less available. Therefore, more emphasis
was given on the primary data. Earlier research work and are applicable or usable in the study
researcher has presently undertaken. The merit of using secondary data is that it is economical
and less time consuming and if the data is collected by some research agencies for certain purpose
and a particular research problem, the element of bias is much less in secondary data.
The secondary data for this research work was obtained from company profile,
company magazines, websites, company broachers and other material.
However, the research specific information was very less available. Therefore, much
emphasis was given on the primary data.

38. 1.Gender
Table 1
S.No Options No.of Respondents Percentage (%)
1 Male 50 50
2 Female 50 50
Total 100 100
Graph 1
Inference
From the above table it is inferred that 50% of the respondents are male, 50% of
respondents are female.
5050
Gender
Male
Female

39. 2. Age
Table 2
S.No Options No.of respondents Percentage (%)
1 20-25 20 20
2 25-30 20 20
3 30-35 25 25
4 35 Above 35 35
Total 100 100
Graph 2
Inference
From the above table it is inferred that 35% of the respondents are under age group 35
years above, and 25% of the respondents are under age group 30-35 years, 20% of the
respondents are under age group 25-30 and 20-25 years.
0
5
10
15
20
25
30
35
40
20-25 25-30 30-35 35 Above
No of respondents
Age

40. 3. Income
Table 3
S.No Options No.of respondents Percentage (%)
1 Less than 50000 22 22
2 50000-100000 44 44
3 100000-150000 24 24
4 150000 & Above 10 10
Total 100 100
Graph 3
Inference
From the table it is inferred that 44% of the respondents are under income 50000-100000,
and 24% of the respondents are under income 100000-150000, and 22% of the respondents are
under income less than 50000, and 10% of the respondents are under income 150000&above.
0
5
10
15
20
25
30
35
40
45
50
Less than
500000
50000-100000 100000-150000 150000 &
Above
No of respondents
Income levels

41. 4.Table showing of Zuari cements awareness to customers.
Table 4
S.No Options No .of respondents Percentage (%)
1 Friends & relatives 60 40
2 Advertisements 5 5
3 Dealers 30 30
4 Others 5 5
Total 100 100
Graph 4
Inference
From the above table it is inferred that 60% of the respondents are aware of
Zuari cements through friends and relatives.
60
5
30
5
0
10
20
30
40
50
60
70
Friends&
relatives
Advertisements
Dealers
Others

42. 5. Which feature motivate you to purchase this brand?
Table 5
S.No Options No of Respondents Percentage (%)
1 Quality 70 70
2 Brand image 05 05
3 Cost 10 10
4 Standard 15 15
Total 100 100
Graph 5
Inference:
From the above table it is inferred that 70% of the respondents are motivated
by Quality while purchasing this cement.

43. 6. Table showing customer satisfaction level on Quality.
Table 6
S.No Options No. of respondents Percentage (%)
1 Highly satisfied 20 20
2 Satisfied 40 40
3 Neither satisfied/ dis-
satisfied
11 11
4 Dissatisfied 21 21
5 Highly dissatisfied 8 8
Total 100 100
Graph 6
Inference
From the above table it is clear that 60% of the respondents are satisfied with product
quality.
20
40
11
21
8
0
10
20
30
40
50
Highly
satisfied
Satisfied
Neither
satisfied/
dissatisfied
Dissatisfied
Highly
dissatisfied

44. 7. Table showing customer satisfaction level on Price compare with other brand prices.
Table 7
S. No Options No. of respondents Percentage (%)
1 Highly satisfied 30 30
2 Satisfied 53 53
3 Neither satisfied/dissatisfied 9 9
4 Dissatisfied 5 5
5 Highly dissatisfied 3 3
Total 100 100
Graph 7
Inference
From the above table it is clear that 83% of the respondents are satisfied with
price.
30
53
9 5 3
0
10
20
30
40
50
60
Highly
satisfied
Satisfied
Neither
satisfied/
dissatisfi
ed
Dissatisfi
ed
Highly
dissatisfi
ed

45. 8. Table showing customers’ recommendations to friends and relatives.
Table 8
S. No Options No. of respondents Percentage (%)
1 Yes 56 56
2 No 44 44
Total 100 100
Graph 8
Inference:
From the above table it is clear that 56% of the respondents are recommended
Zuari to their friends and relatives.
Yes
56%
No
44%

46. 9. Table showing the attractive packing of Zuari cement.
Table 9
S.No Options No.of respondents Percentage (%)
1 Excellent 12 12
2 Very good 14 14
3 Good 25 25
4 Fair 14 14
5 Poor 7 7
6 Not known 28 28
Total 100 100
Graph 9
Inference
From the above table, it can be inferred that, 12% of respondents opines that
packing of zuari cement is excellent, 14% said it is very good, 25% said it is good, 14% sais it is
fair, 7% said it is poor and 2% are not aware of packing zuari cement.

47. 10. Most satishfied grade by consumers.
Table 10
S.No Options No.of respondents Percentages (%)
1 Opc 53 grade 65 65
2 Opc 43 grade 0 0
3 Ppc super fine 15 15
4 Others 20 20
Total 100 100
Graph 10
Inference
From the above table, it can be inferred that 65% of respondents revealed that
customers prefer opc 53 grade and 15% revealed that customers prefer for ppc super fine and
20% revealed that customers prefer for others.

48. 11. From which type of shop prefer by customer.
Table 11
S.No Type of shop No.of respondents Percentage (%)
1 Exclusive cement shop 72 72
2 Cement/hardware 24 24
3 All building materials 4 4
Total 100 100
Graph 11
Inference

49. From the above table it is clear that 72% of respondents are dealing the products
through exclusive cement shops, 24% oare dealing through cement/ hard ware shop and 4%
through all building meterial shops.

50. 12. Openion on product availabulity.
Table 12
Graph 12
Inference
From the above table 70% respondent feel product availabulity is high , 28% of
respondents feel moderate , 2% of respondents feel low and non of the feel about the product
availabulity.
S.No Availabulity No. of respondents Percentages (%)
1 High 70 70
2 Moderate 28 28
3 Low 2 2
4 Not available 0 0
Total 100 100

51. 13. Influence of brand name.
Table 13
S.No Options No. of respondents Percentages (%)
1 High 65 65
2 Moderate 20 20
3 Low 15 15
Total 100 100
Graph 13
Inference
From the above table 65% respondents high satisfied and purchase the product
based on brand name , 20% of the respondents moderate and 15% of respondents low regarding
the brand name.

52. 14.How dou feel about the zuari brand name?
Table 14
C
Graph 14
Inference
From the above the table 60% of respondents are feel good and 20%
excellent and 10% satisfied and 10% poor.
0
10
20
30
40
50
60
70
Excellent Good Satisfactory Poor
No of respondents
Percentage
S.No Options No. of respondents Percentage (%)
1 Excellent 20 20
2 Good 60 60
3 Satisfactory 10 10
4 Poor 10 10
Total 100 100

53. 15.If you purcharge large quantiy regularly shop/dealer provide any transport
service?
Table 15
S.No Options No.of respondents Percentage (%)
1 Yes 60 60
2 No 40 40
Total 100 100
Graph 15
Inference
From the above table 60% of respondents are clear to provide transport service and
purchase of large quantity regularly in shop.
60
40
Yes
No

54. CHAPTER-5
FINDINGS
 60% of respondents are aware of Zuari cement from friends and relatives.
 70% of the respondents told that quality features that motivated them to purchase this brand.
 60% of the respondents are satisfied with quality.
 53% of the respondents are satisfied Price compare with other brand prices .
 56% of the respondents are recommended the zuari brand to their friends and relatives.
 25% of the respondents are said good of packing of zuari cement.
 65% of the respondents are satisfied opc 53 grade
 72% of respondents are dealing the products through exclusive cement shops.
 70% of respondents are satisfied product availability.
 65% of respondents are satisfied influence of brand name
 60% of respondents are feel good on brand name.
 60% of the respondents are said purchase large quantity regularly shop and provide transport
service by dealer.

55. SUGGESTIONS
 According to my perception through maximum people said the price of zuari cements is
high, the managements has to concentrate on the pricing strategies for the increase of
sales of Zuari cements.
 To concentrate on advertisement and dealers.
 To improve the better quality
 The company may go with a competitive scheme with price allowance for bulk package,
warehousing facilities and gift schemes etc..,
 Zuari needs to maintain more flexibility in packing, so the product will be made more
attractive to all the consumers, contractors and masons.
 To improve the quality in opc 43 grade.
 To creating awareness on remaining shops like cement and hardware and all building
materials.
 For creating high brand image, a clear promotional strategy and a palnned advertising
campaign is necessary.
 To concentrate on produt availability
 Dealers to provide transport service for customers by purchase of large quantity,

56. CONCLUSION
Most of the customers are contractor’s people in Kadapa , as they are most suitable for
Quality and price regarding to their budget and plans.
After completing the study, it is cleared that a majority of the respondents are satisfied
with their Brand. But most of the respondents are dissatisfied with promised lack of the small
retailers for small scale builders and own building constructors.

57. CHAPTER-6
QUESTIONNAIRE
Name :
Profession :
Address: _________________________________________________________
1. Gender
(a) Male ( ) (b) Female ( )
2. Age
(a) 20-25 ( ) (b) 25-30 ( )
(c) 30-35 ( ) (d) 35 Above ( )
3. Income
(a) Less than 50000 ( ) (b) 50000-100000 ( )
(c) 100000-150000 ( ) (d) 150000 & Above ( )
4. How do you aware of Zuari cement?
(a) Friends and Relatives ( ) (b) Advertisement ( )
(c) Dealers ( ) (d) Others ( )
5. Which feature motivate you to purchase this brand?
(a) Quality ( ) (b) Brand image ( )
(c) Cost ( ) (d) other ( )
6. Are you satisfy level on quality?
(a) Highly satisfied ( ) (b) Satisfied ( )
(c) Neither satisfied/ ( )
nor dissatisfied (d) Dissatisfied ( )
(e) Highly dissatisfied ( )

58. 7. Are you satisfy level on Price compare with other brand prices?
(a) Highly satisfied ( ) (b) Satisfied ( )
(c) Neither satisfied/ ( )
nor dissatisfied (d) Dissatisfied ( )
(e) Highly dissatisfied ( )
8. Are you recommend this cement to your friends & relatives?
(a) Yes ( ) (b) No ( )
9. How do you attract packing of the Zuari cement?
(a) Excellent ( ) (b) Very Good ( )
(c)Good ( ) (d) Fair ( )
10. Are you satisfy the grade?
(a)Opc 53 grade ( ) (b) Opc 43 grade ( )
(c)Ppc super fine ( ) (d) Others ( )
11. Which type of shop prefer by customer?
(a) Exclusive cement shop ( ) (b) Cement/ Hardware ( )
(c) All building materials ( )
12. How do you Opinion on product availability?
(a) High ( ) (b) Moderate ( )
(c) Low ( ) (d) Not available ( )
13. How do you influence of brand name?
(a)High ( ) (b) Moderate ( )
(c)Low (

59. 14. How do you feel about the zuari brand name?
(a) Excellent ( ) (b) Good ( )
(c) Satisfactory ( ) (d) Poor ( )
15.If you purchase large quantity regurlarly shop/dealer provide any transport service?
(a)Yes ( ) (b) No ( )

60. BIBLIOGRAPHY
Books
 Philip Kotler , “MARKETING MANAGEMENT ”, ,11th edition, Prentice hall of
India private limited, 2006.
 G.C.Berri , “MARKETING RESEARCH” , 3rd edition, TATA Mc Graw Hill
publishing company limited , New Delhi, ISBN 10:0070620229/ISBN
13:97800706620223,2007.
 C.R.Kothari , “RESEARCH METHODOLOGY” , 2nd edition, New Age International
private limited , ISBN:978-81-224-2488-1,2004.
Articles and Journals
1. Definitions of customer. Retrieved from www.en.wiktionary.org/wiki/customer, Last
accessed on 13.05.2010 at 10:30 hrs.
2. Engel James, F. & Blackwell, R.D. (1982). Consumer Behaviour. New York: Holt,
Rinehart.
3. Grigoroudis, E & Siskos, Y (2009). Customer Satisfaction Evaluation: Methods for
Measuring and Implementing Service Quality. Springer.
4. Howard John, A., & Sheth, J.N. (1969), The Theory of Buyer Behaviour, New York:
John Wiley.
5. Hunt, H. Keith (1977), “CS/D – Overview and Future Research Direction” in
Conceptualisation and Measurement of Consumer Satisfaction and Dissatisfaction, H.
Keith Hunt, ed. Cambridge, MA: Marketing Science Institute.

61. WEBSITES
 www.google.com
 www.zuaricement.com
 www.indianbrands.com
 www.mouthshut.com
 www.trai.com