Acknowledgment

I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I am highly indebted to SHAILESH JOSHI for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. I would like to express my gratitude towards my parents & member of BINANI CEMENT LIMITED for their kind co-operation and encouragement which help me in completion of this project. I would like to express my special gratitude and thanks to industry persons for giving me such attention and time. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

DECLARATION
I Avnit Dhiman hereby declare that this project report entitled Project Title Name , submitted by me, under the guidance of Shailesh Joshi, of (Your College Name) is my own and has not been submitted to any other University or Institute or published earlier.

Place: Date: (Your Name)

INTRODUCTION
The cement industry is one of the main beneficiaries of the infrastructure boom. With robust demand and adequate supply, the cement industries has a bright future . India is the 2nd largest cement producing country after China. The major players like L&T and ACC have been quiet successful in narrowing the gap between demand and supply. Right from laying concrete bricks of economy to waving fly overs, cement industry has show and shows a great future. The overall outlook for the industry shows significant growth on the back of robust demand from housing construction, Phase-2 of NHDP (National Highway Development Project) and other infrastructure development projects. Domestic demand for cement has been increasing at a fast pace in India. Among the states, Maharashtra has the highest share in consumption at 12.18%, followed by Uttar Pradesh. In production terms, Andhra Pradesh is leading with 14.72% of total production followed by Rajasthan. The company continues to emphasize on reduction of costs through enhanced productivity, reduction in energy costs and logistics expenses. The cement sector is expected to witness growth in line with the economic growth because of the strong co-relation with GDP. Future drivers of cement demand growth in India would be the road and housing projects. So, it has become a matter of prime importance for all the cement companies to acquire a good market share.

Chapter 5- Research Methodology

5.1- RESEARCH QUESTION:Does these factors like advertisement, promotion, brand image and image of the brand ambassador of Binani Cement influence the purchase decision of customers in West India.

5.2- RESEARCH OBJECTIVE:The objective of the research was to: investigate the brand recall of Binani Cement at Mahesana (Gujarat) to find out the customer perception on whether or not, price affects the purchase decision of buying cement. to find out the customer perception of whether or not, brand image affects the purchase decision of buying cement. determine the cement brand which is top of the minds of the customers.

5.3- PURPOSE OF THE STUDY:The main purpose of the study is to find out the brand awareness of Binani cement in Mahesana (Gujarat). The research will help in determining the rate of purchase of Binani Cement among all different cement brands by customers in the area. Brand recall of Binani Cement will also be determined by exploratory research using questionnaires and performing survey. 5.4- APPROACH TO THE PROBLEM We were 7 students in all and were asked to prepare a structured questionnaire with multiple choice and open-ended questions for a sample size of 500 each in a group to be surveyed in different cities of Gujarat. 2 students in a group were sent to cities like Anand, Ahmedabad, Mahesana and Rajkot. Factors like brand

awareness and effectiveness of advertisements were the main points that we were told to take care of. We were supposed to finish our field work in 60 days in our respected locations.

5.5- RESEARCH DESIGN

I used a cross-sectional survey method to determine the following points brand awareness of Binani Cement. to determine the factors influencing the purchase. If they(customers) have used any cement brand, which brand they have used any why. does the effectiveness in advertisement influences the perception of customers in buying cement.

5.5.1- PROCEDURE FOR OBTAINING REQUIRED INFORMATION

We were asked to prepare a questionnaire keeping in mind the following above points. In this way, we prepared a questionnaire with 6 questions. Respondents were randomly selected. Exploratory research was conducted to collect the data from respondents. I met the respondents and explained the purpose of the survey and what they were expected to do in completing the questionnaire. They were given a chance to ask questions on what they did not understand and clarifications were given. Generally, the people got free from their jobs in the evening, that is from 5 P.M onwards. So we meet the respondents from 8 A.M to 11 A.M and then in evening from 5 P.M to & 7 P.M. The sample size of 500 respondents got completed in 45 days. That was enough data to begin our analysis.

5.5.2- QUESTIONNAIRE DESIGN

No survey can achieve success without well designed questionnaire. We were asked to prepare a structured questionnaire with multiple choice and open-ended simple questions which can be answered easily.