2. The Cement sector has been prospering steadily over the last many years in
India . This research aims at studying the customer behavior towards
cement companies. The focus of present research is to study the impact of
various impulse buying factors like promotions, price, quality, influence of
others, offer etc. on customer perception.. The major finding of the study
are that ACC is ranked as the one of the best cement and services is
concerned but ACC needs a more focused approach on customer
relationship services. The major problem faced by the cement sector is that
customers are not brand loyal. The study anticipates a greater future for
cement sector in the view of new players coming to this industry and their
services.
3. OBJECTIVE OF STUDY:
•To study consumer perception about quality
provided by cement sector.
•To study the factor responsible for buying decision
of customers.
•To study the loyalty of customers.
•To study the customer satisfaction.
•To study the comparison of various other cement
brands.
•To know the medium by which consumer know
about the brand.
•To find the popularity of brands in the market.
4. SCOPE OF STUDY:
The study gives an idea about the reputation of
different cement brands (BAIJNATH –
PALAMPUR(KANGRA)
The study provides information about the
preference and the choice of consumers.
The study, which is based on the survey, gives a
very practical knowledge about real market
situation of different brands.
The study contains 200 respondents.
5. Major players
MAJOR PLAYERS
Doing survey in Himachal, so I will discuss only four
Players, whose products are available in (BAIJNATH –
PALAMPUR(KANGRA)).
ACC Limited
Ambuja Cements Limited
Jaypee cement
JK Lakshmi
6. 8. The sales of cement depend on climate condition
and availability of water .
9. (BAIJNATH –PALAMPUR(KANGRA) is the area
where water availability is less .
10. Ambuja have less market share as compared to ACC
due its high water consumption.if there is less water supply
to the construction done by Ambuja cement then cracks
are formed due to lack of water. It is successful in the areas
where there is high water availability.
11. Maximum customer’s perception is that ACC cement
consume less water than any other brand. It is old ,trusted
and known company so approx 90 % cement customers use
ACC cement due to its less water consumption and by its
old brand name, reputation and timely availability is also
the main reason of sales of ACC cement .
7. 12. Jaypee cement have very small market share due to lack
of timely availability ,high water consumption ,lack of good
quality as compared to ACC and Ambuja. The plus point is
only the package and amount of cement and its cheap price
.It is 3 to 4 rupee less than ACC and Ambuja vary from
dealer to dealer.
13. JK Lakshmi has no market(negligible) share (BAIJNATH –
PALAMPUR(KANGRA)as it is not available in BAIJNATH –
PALAMPUR(KANGRA).
14. Some people suggest to the brands they use :-
increase availability
decrease price
Increase quality
Introduction of schemes and gift for customers.
15. People in (BAIJNATH –PALAMPUR(KANGRA) came to
know about the brand ,specially by Mason. Very less
influence engineers and architects.
8. ANALYSIS AND INTERPRETATION
Q) While thinking of cement which brand comes in your mind?
ACC Ambuja Jaypee Cement
JK Lakshmi Others
ACC Ambuja Jay Pee JK Lakshmi Others
164 31 0 0 0
200
150 ACC
AMBUJA
100
JAYPEE
50 JK LAKSHMI
OTHERS
0
9. INTERPRETATION
It means that 82% says ACC and 15.5% says AMBUJA
cement and 2.5%says JAY PEE cement is first brand
which is coming in their mind.
Conclusion of this question is that ACC is more
popular in Baijnath-Palampur than any other brand.
10. Q) Who influence to buy this particular brand?
Engineers Advertisement Dealers
Architect Mason
200
150 Engineers
Advertisement
100
Dealers
50
Architect
0 mason
INTERPRITATION:- It means that From respondents: 80% SAYS
MASON, 2.5% SAYS ENGINEERS, 2.5% SAYS ADVERTISEMENT, 2.5% SAYS
ARCHITECT, 12.5% SAYS DEALERS.
11. Q) Is the influencer provide you complete knowledge about the
product?
Yes No
250
200
150
YES
100 NO
50
0
12. INTERPRETATION:- From above graph we can see
that very less consumers know about the services
provided by their cement brands. No consumer out of
200 consumers know about the services provided by
their influencer.
13. Q) Do you know all the services provided by your brand?
Yes No
Column1
300
200
100 Column1
0
Yes No
INTERPRETATION:- From above graph we can see that very less
consumers know about the services provided by their cement brands.
No consumer out of 200 consumers know about the services provided
by their brands
14. Q) Which of the following factor you consider, while choosing the
cement?
Price Quality Services
Timely Availability Bag (appearance)
FACTORS CONSUMERS PERCENTAGE
Price 2 1%
Quality 147 73.5%
Services 0 0%
Timely Availability 51 25.5%
Bag(Appearance) 0 0%
Total 200 100%
INTERPRETATION-> From the above table we can see that out of 200
consumers 73.5% says that they buy brand particular product of its quality,25.5
% says they buy particular brand product of its timely availability, 1%says that
they buy particular brand product for its price.
15. Q) If cost of cement you are using increases ,then
would you shift to another brand?
Yes No
100
90
80
70
60
Column1
50
YES
40
NO
30
20
10
0
16. INTERPRITATION:-
From respondents:43.9 % ACC customers says that
they will shift to another brand ,38.7% Ambuja’s
customers says that they will shift to another
brand,40% JAYPEE’S customers says that they will
shift to another brand if cost increases.
17. Q. If you influenced by advertisement then by which media you got
influenced?
Daily Newspapers Magazines Television
Internet Others
3.5
3
2.5
2
Media
1.5
1
0.5
0
Newspapers Magazines Television Internet Others
INTERPRETATION:-
From respondents:PEOPLE who are influenced by advertisement ,60%
says they are influenced by television advertisement and 40% says they
are influenced by newspaper advertisement.
18. OBSERVATIONS:-
1. Initially ACC and Ambuja had good market share but
now it is losing its market share.
2. Price of authorized dealer are high so it should be
control.
3. Packaging of bags should be done properly.
4. Meeting should be organized for sub-dealers.
5. Impact of advertisement is low.
6. Quality of ACC is best.
7. Gifts are not provided to sub-dealers and customers.
19. FINDINGS
Price of cement vary from dealer to dealer, so it should be
control.
Meeting should be organized for dealers and consumers.
Impact of advertisement is low.
Quality of ACC is best.
Quality of Ambuja cement is also best but it consumes
more water as compare to other cement brands.
Gifts are not provided to customers.
The price and bag(appearance) of Jaypee cement is best as
compare to other brands.
The price of ACC cement is high in(BAIJNATH –
PALAMPUR(KANGRA)as compare to Punjab, while ACC
cement is manufactured in (BAIJNATH –
PALAMPUR(KANGRA) (H.P).
20. RECOMMENDATIONS
1. Cash discount should be provided to customers for bulk
purchasing.
2. Provide supply at time. Because market has a rule first come
first serve. Customers cannot wait for supply. Therefore
service must be quick.
3. More schemes, gifts as these are the catalyst of market should be
made available at right time. Schemes must be proper so that
customer can be attracted.
4. Company should provide more Ads material in the form of glow
sign board with shop names, banners, wall painting & hoarding.
5. The information should be for customer like, what should
be the ratio of cement and sand for RCC, HOUSE, HOTEL etc.
6. Company should check on main mediators for proper
supply.
21. 7. Company should focus on Price cutting otherwise
competitors are eating market share of ACC because
competitor’s are providing cement at low price.
8. Customer feedback must be taken timely and
regularly.
9. Packaging should be done properly to prevent
cement from leaking from bags during loading and
unloading.
10. Company should provide cement at low price in
Himachal Pradesh for competing effectively and
efficiently, because mostly people are price conscious.
11. Price of ACC cement should be uniform
everywhere, i.e. in Punjab the price of ACC cement is
less than as compare to Himachal.
22. CONCLUSION
People in (BAIJNATH –PALAMPUR(KANGRA)) are price sensitive so
now they are preferring to competitors product. Mostly people are
influenced by mason rather than architect, engineers, dealers and
advertisement. ACC cement is available everywhere in (BAIJNATH –
PALAMPUR(KANGRA) area. The price of ACC and Ambuja cement is
almost same. But ACC requires less water rather than other cement
brands. That’s why ACC has large market share in (BAIJNATH –
PALAMPUR(KANGRA). ACC and Ambuja should give attention to
price of cement, it should provide cement at equal to competitors price
and gifts should also be provided time to time to dealers and customers
for delighting them. So that ACC and Ambuja could increase its
market share easily. The price of Jaypee is also less as compare to ACC
and Ambuja cement. The bag(appearance) of Jaypee cement is best as
compare to ACC and Ambuja cement. ACC and Ambuja cement should
improve the quality of their cement bags to attract the customers.
