A Summer Training Project Report On

A Study of Consumer buying Behaviour of

Submitted for the partial fulfillment of award of degree

MASTERS OF BUSINESS ADMINISTRATION Program (2010-2012)

Under the guidance of: Mr. Vivek singh Submitted By: Shashi Jeet Verma

Lal Bahadur Shastri Institute Of Management & Development Studies , Lucknow

GAUTAM BHUDHA TECHNICAL UNIVERSITY, LUCKNOW

PREFACE
India is primarily an agricultural country. The soul of India is found in the villages. In recent years India has witnessed a rapid economic and technological growth, but unfortunately this growth has been restricted to

urban areas and business centers only. The fact is that our villages still depend upon the old age method of farming. The agriculture of petty farmers is solely dependent on natural factors like rain and soil, which could greatly be affected by draught, financially hailstorm and locusts etc. Most of the farmers are poor and weak to buy modern equipments like tractors, harvesters, tube

wells, and fertilizers, high yielding variety seeds Etc. Moreover some farmers have only small piece of land to cultivate on and earn a livelihood. So they have resorted to milk selling to support their slender income.

These societies serve two fold purposes. Firstly they create extra source of income for farmers and secondly deliver the processed milk to cities and towns, where people have very little time at their disposal and often find it time consuming and boring to go to distant dairies. Also they are not sure of the quality of milk offered by these traditional dairies. Uttar Pradesh is the most populated state in the country having population of about 14 crore as per 1991 census of which 12% is urban. The co-operative societies had led to the user of better farming methods, such as he use of improved seeds, manure etc. The marketing and processing societies have helped members to meet their requirements cheaply and sell their agricultural produce at good prices.

ACKNOWLEDGEMENT

It is my research study that gave me the opportunity to learn something that would help me at present as well as in future. This report which I am presenting to you is a contributed effort of all those who have helped me during the research study programme.

My research guide Mr. Vivek Singh Sir provided me with necessary guidance and support in preparing this report.

Last but not the least I would like to mention the name of my parents who encouraged me and motivated me at every point of time.

I would like to thank all of them and to God as well for giving me the energy and spirit to carry out the research successfully.

Date:

SYED NAZIM ALI (0605870110 )

TABLE OF CONTENTS

1) 2) 3)

Industry profile Company profile Introduction Research Methodology Data Analysis

11) 12) 13) 16)

Findings and interpretations Conclusions Suggestions Appendix Questionnaire

COMPANY PROFILE

ABOUT US
CORPORATE PROFILE

ACC (ACC Limited) is India's foremost manufacturer of cement and concrete.

ACC's operations are spread throughout the country with 16 modern cement factories, more than 40 Ready mix concrete plants, 21 sales offices, and several zonal offices. It has a workforce of about 9,000 persons and a countrywide distribution network of over 9,000 dealers. Since inception in 1936, the company has been a trendsetter and important benchmark for the cement industry in many areas of cement and concrete technology. ACC has a unique track record of innovative research, product development and specialized consultancy services. The company's various manufacturing units are backed by a central technology support services centre the only one of its kind in the Indian cement industry. ACC has rich experience in mining, being the largest user of limestone. As the largest cement producer in India, it is one of the biggest customers of the domestic coal industry, of Indian Railways, and a considerable user of the countrys road transport network services for inward and outward movement of materials and products. Among the first companies in India to include commitment to environmental protection as one of its corporate objectives, the company installed sophisticated pollution control equipment as far back as 1966, long before pollution control laws came into existence. Today each of its cement plants has state-of-the art pollution control equipment and devices. ACC plants, mines and townships visibly demonstrate successful endeavours in quarry rehabilitation, water management techniques and greening activities. The

company actively promotes the use of alternative fuels and raw materials and offers total solutions for waste management including testing, suggestions for reuse, recycling and co-processing. ACC has taken purposeful steps in knowledge building. We run two institutes that offer professional technical courses for engineering graduates and diploma holders which are relevant to manufacturing sectors such as cement. The main beneficiaries are youth from remote and backward areas of the country. ACC has made significant contributions to the nation building process by way of quality products, services and sharing expertise. Its commitment to sustainable development, its high ethical standards in business dealings and its on-going efforts in community welfare programmes have won it acclaim as a responsible corporate citizen. ACCs brand name is synonymous with cement and enjoys a high level of equity in the Indian market. It is the only cement company that figures in the list of Consumer SuperBrands of India. ABOUT US : : HERITAGE Heritage - A Corporate Saga Holcim - A New Partnership Cement House- The Head Office building

BOARD OF DIRECTORS

Mr N. S. Sekhsaria Chairman

Mr Paul Hugentobler Deputy Chairman Mr Kuldip K Kaura Chief Executive Officer & Managing Director Mr S M Palia Mr Naresh Chandra Mr Markus Akermann Mr M L Narula Mr R A Shah Mr Shailesh Haribhakti Mr Aidan Lynam Mr Sushil Kumar Roongta

HUMAN RESOURCES ACC has a large workforce of about 9,000 people, comprising experts in various disciplines assisted by a dedicated workforce of skilled persons. ACC employees, referred to as the ACC Parivar, come from all parts of the country and belonging to a variety of ethnic, cultural and religious backgrounds. ACC employees display a strong sense of loyalty to the Company and their special stellar qualities as valueadding human capital are well known in the industry. ACC has clearly stated guidelines concerning recruitment, termination, career advancement, performance appraisal, professional and employee ethics and code of conduct. The Companys personnel policies and processes enshrine equal opportunities to all and non-discrimination with regard to gender, caste, creed, ideology or other opinion, whether social, political or religious. Also ensured is a due process for employee consultation and participation in organizational development and policy formulation.

Recruitment Performance management Training & Development Employee welfare & perquisites Employee Satisfaction

CORPORATE GOVERNANCE

The importance of Corporate Governance has always been recognised in ACC. Much before Corporate Governance guidelines became applicable and mandatory for listed companies, ACC had systems in place for effective strategic planning and processes, risk management, human resources development and succession planning. The Audit Committee in ACC was constituted as far back as in 1986. The Shareholders-Investors Grievance Committee was formed way back in 1962 and the Compensation Committee was convened since 1993. The Companys core values are based on integrity, respect for the law and strict compliance thereof, emphasis on product quality and a caring spirit. Corporate Governance therefore in ACC is a way of life. ACC is a professionally managed Company with a majority of its Directors being Independent Directors. The Board of Directors has always consisted of persons who are professionals in their respective fields and with unquestionable integrity and reputation. The role, responsibility and accountability of the Board of Directors is clearly defined. Members of the Board have full freedom to express their views on matters placed before them for deliberation and consideration. It is the continuous endeavour of the Board of Directors to achieve the highest standards of Corporate Governance through the adoption of a strategic planning process, succession planning for attracting, motivating and energizing human resources, identification of major risks and the way and means to manage such risks, an effective communication policy and integrity of Companys internal control systems. The Board of Directors are also constantly looking at ways and means to ensure that the most effective use is made of the scarce resources at its disposal and that the management and employees have the freedom to take the Company forward within the framework of effective accountability. The Annual Reports, press releases and other communication have always made full disclosures on various facets of importance to the stakeholders, particularly with regard to information relating to financial matters, companys operations/performance, stock movements etc.

OUR CEMENT PLANTS

Here is a list of our cement plants and their postal address

Bargarh

Chaibasa

Chanda

Damodhar

Gagal

Jamul

Kymore

Kudithini

Lakheri

Madukkarai

Sindri

Wadi

New Wadi Plant

Thondebhavi

Tikaria

SUBSIDIARIES AND ASSOCIATES

ACC Concrete Limited

ACC Mineral Resources Limited

Bulk Cement Corporation (India) Limited

Lucky Minmat

National Limestone Company Private Limited

Encore Cement & Additives Private Limited

MILESTONES

1936 Incorporation of The Associated Cement Companies Limited on August 1, 1936. 1936 First Board Meeting of The Associated Cement Companies Limited held at Esplanade House, Mumbai on November 10, 1936. 1937 With the transfer of the 10th company to ACC, viz. Dewarkhand Cement Company, the formation of ACC is complete on October 23, 1937.

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1944 ACCs first community development venture near Bombay 1947 Indias first entirely indigenous cement plant established at Chaibasa in Bihar 1952 Village Welfare Scheme launched 1955 Sindri cement works used the waste product calcium carbonate sludge from fertilizer factory at Sindri. 1956 Bulk Cement Depot established at Okhla, Delhi 1957 Technical training institute established at Kymore, Madhya Pradesh. 1957 Katni Refractories 1961 Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture Portland Slag Cement for the first time in India. 1961 Manufacture of Accocid Cement, which resists the corrosive action of acids and chemicals. 1961 Oilwell Cement manufactured at ACC Shahabad Cement Works in Karnataka for cementation of oilwells upto a depth of 6,000 feet. 1961 Manufacture of Hydrophobic (waterproof) cement at ACC Khalari Cement Works in Bihar. 1962 Manufacture of Accoproof, a waterproofing additive. 1965 ACCs Central Research Station (CRS) established at Thane 1965 Manufacture of Portland Pozzolana Cement.

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1965 Manufacture of Calundum, a High Alumina Binder; Firecrete, Low Density Alumina Castables and High Alumina Refractory Cement. 1968 Advent of computers in ACC for data processing and designing management information and control systems. 1968 ACC supplied and commissioned one-million-tonne iron ore pelletising plant ordered by TISCO 1971 Manufacture of Whytheat Castables A, K, C and Cal-Al-75 1973 Take-over of The Cement Marketing Company of India (CMI) 1977 ACC receives ASSOCHAM first national award for the year 1976 instituted for outstanding performance in promoting rural and agricultural development activities. 1978 Introduction of the energy efficient precalcinator technology for the first time in India. Full scale commercial production based on MFC technology at Wadi in 1979. 1979 ACC wins international contract for operation and management of a new one million tonne cement plant at Yanbu-Ras Biridi in Saudi Arabia. 1982 Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka. 1984 ACC achieves a breakthrough in import substitution by developing and supplying a special G type of oil well cement to ONGC. 1987 ACC develops a new binder for use at sub-zero temperatures, which is successfully used in the Indian expedition to Antarctica. 1992

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Incorporation of Bulk Cement Corporation of India, a joint venture with the Government of India. 1993 ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai. 1995 ACC selected as Most Respected Company in India by Business India. 1998 Commissioning of the 0.6 MTPA cement grinding unit at Tikaria, Uttar Pradesh. 1999 Commissioning of captive power plants at the Jamul and Kymore plants in Madhya Pradesh. 1999 Tata group sells 7.2% of its stake in ACC to Ambuja Cement Holdings Ltd, a subsidiary of Gujarat Ambuja Cements Ltd. (GACL) 2000 Tata Group sells their remaining stake in ACC to the GACL group, who with 14.45% now emerge as the single largest shareholder of ACC. 2001 Commissioning of the new plant of 2.6 MTPA capacity at Wadi, Karnataka plant, the largest in the country, and among the largest sized kilns in the world. 2002 ACC wins PHDCCI Good Corporate Citizen Award 2003 IDCOL Cement Ltd becomes a subsidiary of ACC 2004 IDCOL Cement Limited is renamed as Bargarh Cement Limited (BCL). 2004 ACC raises US $ 100 million abroad through Foreign Currency Convertible Bonds (FCCBs) for US$ 60 million and Global Depository Shares (GDSs) for US $ 40 million. Both offerings are listed on the London Stock Exchange. 2004

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ACC named as a Consumer Superbrand by the Superbrands Council of India, becoming the only cement company to get this status. 2004 GreenTech Safety Gold and Silver Awards awarded to Madukkarai Cement Works and Katni Refractory Works by Greentech Foundation for outstanding performance in Safety Management System. 2005 ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit 2004 from Council For Fair Business Practices. 2005 Holcim group of Switzerland enters strategic alliance with Ambuja Group by acquiring a majority stake in Ambuja Cements India Ltd. (ACIL) which at the time held 13.8 % of the total equity shares in ACC. Holcim simultaneously makes an open offer to ACC shareholders, through Holdcem Cement Pvt. Limited and ACIL, to acquire a majority shareholding in ACC. Pursuant to the open offer, ACILs shareholding in ACC increases to 34.69 % of the Equity share capital of ACC. 2005 Commissioning of Modernisation and Expansion project at Chaibasa in Jharkhand, replacing old wet process technology with a new 1.2 MTPA clinkering unit, together with a captive power plant of 15 MW. 2005 Financial accounting year of the company changed to calendar year January-December

2006 Subsidiary companies Damodhar Cement & Slag Limited, Bargarh Cement Limited and Tarmac (India) Limited merged with ACC 2006 ACC announces new Workplace policy for HIV/AIDS 2006 Change of name to ACC Limited with effect from September 1, 2006 from The Associated Cement Companies Limited.

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2006 ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber of Commerce and Industry 2006 New corporate brand identity and logo adopted from October 15, 2006

2006 ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at Wadi in Karnataka the first ever such project by a private sector company in India.

2007 ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil Nadu 2007 Sumant Moolgaokar Technical Institute completes 50 years and reopens with new curriculum

2008 Ready mixed concrete business hived off to a new subsidiary called ACC Concrete Limited.

2008 ACC Cement Technology Institute formally inaugurated at Jamul on July 7.

2008 First Sustainable Development Report released on June 5.

2008 ACC wins CNBC-TV18 India Business Leader Award in the category India Corporate Citizen of the year 2008

2008 Project Orchid launched to transform our Corporate Office, Cement House into a green building.

15

2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair Business Practices

2009 ACC is allotted coal blocks in Madhya Pradesh and West Bengal.

2009 ACC's new Grinding plant of capacity 1.60 million tonnes inaugurated at Thondebhavi in Karnataka.

2010 Kudithini Cement Grinding Plant inaugurated in Karnataka on January 4, 2010 with a capacity of 1.1 MTPA of Portland Slag Cement.

2010 ACC acquires 100 percent of the financial equity of Encore Cements & Additives Private Limited which is a slag grinding plant in Vishakhapatnam in coastal Andhra Pradesh. This company became a wholly-owned subsidiary of ACC in January 2010.

2010 ACC enters its platinum jubilee year - the first company in the cement industry to achieve this status

2010 ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact Business Performance Social & Environmental Action & Globalisation for 2009-10 - a unique award received for the first time

2011

16

World's largest kiln installed at ACC Cement Plant, Wadi, Karnataka with a capacity of 12,500 tonnes per day creating new landmarks for cement industry

2011 Central Control Room Building at ACC Chanda Plant, Maharashtra set up as a Green building, the first of its kind in an industrial environment

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AWARDS & ACCOLADES

National Award for Excellence in Water Management by Confederation of Indian Industry (CII)

Outstanding Corporate Vision, Triple Impact - Business Performance Social & Environmental Action and Globalisation for 2009-10 from Federation of Indian Chambers of Commerce and Industry

Asia Pacific Entrepreneurship Award in two categories, Green Leadership and Community Engagement by Enterprise Asia.

Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment and Forests for "extraordinary work" carried out in the area of afforestation.

Subh Karan Sarawagi Environment Award - by The Federation of Indian Mineral Industries for environment protection measures.

Drona Trophy - By Indian Bureau Of Mines for extra ordinary efforts in protection of Environment and mineral conservation in the large mechanized mines sector.

Indira Gandhi Memorial National Award - for excellent performance in prevention of pollution and ecological development

Excellence in Management of Health, Safety and Environment : Certificate of Merit by Indian Chemical Manufacturers Association

Good Corporate Citizen Award - by PHD Chamber of Commerce and Industry FIMI National Award - for valuable contribution in Mining activities from the Federation of Indian Mineral Industry under the Ministry of Coal.

Rajya Sthariya Paryavaran Puraskar - for outstanding work in Environmental Protection and Environment Performance by the Madhya Pradesh Pollution. Control Board.

National Award for Fly Ash Utilisation - by Ministry of Power, Ministry of Environment & Forests and Dept of Science & Technology, Govt of India - for manufacture of Portland Pozzolana Cement.

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Products
Send a query : A. Feedback & B. Enquiries Assistance gulnaz.nensey@acclimited.com For requirements in Eastern India :kurian.chandapillai@acclimited.com o Cement Northern India: Joydeep.mukherjee@acclimited.com Western India:rajivkumar.bimalchand@acclimited.com Southern India:panchanathan.iyer@acclimited.com For requirements in Delhi: anil.kulkarni@accconcrete.com Kolkata : sanjay.roy@accconcrete.com Bangalore:badnur.ph@accconcrete.com Hyderabad: navneet.ghai@accconcrete.com Mumbai: vishal.tandon@accconcrete.com Chennai:sanjeeva.wickramasinghe@accconcrete.com mahendrakumar.swami@acclimited.com sujata.chitre@acclimited.com Krishnan.chidambaram@acclimited.com ACC-InvestorSupport@acclimited.com Ulhas.parlikar@acclimited.com nand.kumar@acclimited.com

o Ready Mixed Concrete

C. Vendor

Queries queries

D. Shareholder

E. Investor Grievances F. Waste Management G. Media Queries

Cement Plants Bargarh Cement Works Chaibasa Cement Works Chanda Cement Works Damodhar Cement Works Gagal Cement Works Jamul Cement Works

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Kudithini Cement Works Kymore Cement Works Lakheri Cement Works Madukkarai Cement Works Sindri Cement Works Wadi Cement Works Thondebhavi Cement Works Tikaria Cement Works Sales Offices Asansol Bangalore Chennai Bhopal Bhubaneswar Chandigarh - P Chandigarh -JH Coimbatore Dehradun Hubli Mumbai Nagpur Pune Kanpur Lucknow New Delhi Kolkata Patna Raipur Ranchi Secunderabad

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CEMENT ACC manufactures the following types of cement, in addition to which, it provides Bulk Cement and Ready Mix Concrete. Ordinary Portland Cements

43 Grade Cement (OPC 43 Grade)

53 Grade Cement Blended Cements

Fly-ash based Portland Pozzolana Cement

Portland Slag Cement

BULK CEMENT Bulk Cement

Yet another first in our seven-decade history of cement in India has been the introduction of Bulk Cement, an alternative to bagged cement, which is of particular advantage to large consumers of cement. Internationally, the trend is to move cement more and more in loose form rather than bagged. In fact, over 90 percent cement in the USA, and other European countries is transported and sold in bulk, unlike in India, where only one percent is transported in bulk.

ACC Bulk

Advantages of using ACC Bulk

21

Customer profile Bulk Cement customer services

ACC READY MIX CONCRETE ACC set up India's first commercial Ready Mix Concrete (RMX) plant in Mumbai in 1994. Today this business has been reorganized as a separate company called ACC Concrete Limited which is one of the largest manufacturers of RMX in India with over 55 modern plants in major cities such as Mumbai, Bangalore, Kolkata, Chennai, Delhi. Hyderabad, Goa, Pune and Ahmedabad. Redefining the pace and quality of construction What is Ready Mix Concrete RMX - Adding value to concrete ACC Concrete - State-of-the-art Quality - the 'Q' factor in ACC Concrete ACC Concrete - a wide range Customer Service - Dependable ACC Concrete is not just any other new product - it is a value added service.

INDIAN CONCRETE JOURNAL : : Indian Concrete Journal The "Indian Concrete Journal", the countrys oldest civil engineering journal, continues to be published by ACC. It reaches out to practicing and consulting engineers, architects, builders, contractors and government departments. It aims to disseminate the latest information and technological progress in civil and structural engineering, cement and concrete technologies,

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construction methods and practices.

PRODUCTS : : CUSTOMER SERVICES

ACC is essentially a peoples brand of cement with more than 80 per cent of sales made through an extensive dealer network that covers every state in India. Its customer base represents the masses of India individual homebuilders in small towns, rural and semiurban India. Going beyond the supply of cement, we offer ACC Help services to share knowledge about the process of home building and correct procedures of product usage. Our Regional Offices have Customer Services Cells manned by qualified Civil Engineers who interact with customers to assess their needs and problems, offer advice before and after sales including educating users and customers on correct usage of cement and concrete and good construction practices. ACC reaches out to its customers, home builders and engineers in the following ways:

ACC Help Centres: For personal guidance on the right construction practices. ACC Help Literature: Easy-to-understand construction guides. ACC Help Vans : Mobile help services. Our engineers in vans assist you at your site www.acchelp.in : an interactive website for all your construction related questions. Indian Concrete Journal : the countrys oldest civil engineering journal

For more information on these services SMS ACCHELP to 575758 or send us an email addressed to acchelp@acclimited.com

ACC Help Center

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ACC Help Literature

ACC Help Vans PRODUCTS : : QUALITY Product Development has always been an important activity at ACC, arising out of a focus on quality and process improvement. It has been a constant partner, driving research, innovation and evaluation. ACC has effectively pledged its reputation as the market leader in the quality of cement. Maintaining this lead calls for harnessing the resources and expertise of the company - from applied research and production to marketing. Accordingly, all ACC factories are equipped with state-of-the-art process control instrumentation and associated quality control and testing laboratories manned by qualified personnel. As a result of this focus on quality, ACC cement specifications exceed those set by BIS by a wide margin. Today, all ACC cement plants have the ISO 9001 Quality Systems certification. This demonstrates our tradition of providing reliable and consistent quality through the application of modern technology, and justifies the preferences of a nationwide customer base.

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TO STOCK EXCHANGES

Year 2010

Disclosure under Regulation 7(3) of the SEBI (Substantial Acquisition of Shares and Takeovers) Regulations 1997

Board of Directors Meeting to be held on 21st October 2010 Appointment of Mr Kuldip Kaura as Chief Executive Officer & Managing Director Interim Dividend Declared By ACC Resignation of Managing Director Mr. Sumit Banerjee Notice of Record date for Interim Dividend Board of Directors Meeting to be held on 22nd July 2010 Announcement to Members of ACC Limited Payment of Dividend for year ended 31-12-2009 Announcement to Members of ACC Limited Payment through National Electronic Clearing System Appointment of Mr Aidan Lynam as a Director on the Board of Directors of the company Board of Directors Meeting to be held on 22nd April 2010 Publishing of financial results Recommendation by the Board of Directors in respect of final Dividend for the financial year ended 31st December 2009 National Stock Exchange Of India Limited - ACC acquires Encore Cement & Additives Private Limited. Board of Directors Meeting to be held on 4th February 20

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ANNOUNCEMENTS : : TO STOCK EXCHANGES Year 2009

Appointment of Mr Burjor Dorab Nariman as Company Secretary Changes in Directorate Unaudited Financial Results for the Quarter ended September 30, 2009 Issue of 3000 secured non-convertible debentures ACC Board Meeting to be held on 28th October 2009 Financial Results ACC Board Meeting - 23rd July 2009 Quarterly Compliance Report on Corporate Governance - Clause 49 of the Listing Agreement Changes in Directorate PAN requirement for transfer of shares in physical form Unaudited Financial Results for the First Quarter ended 31st March 2009 Meeting of the Board of Directors of the Company will be held on Wednesday, 22nd April 2009 Quarterly Compliance Report on Corporate Governance - Clause 49 of the Listing Agreement Publishing of financial results NSE - Recommendation by the Board of Directors in respect of final Dividend for the financial year ended 31st December 2008. BSE - Recommendation by the Board of Directors in respect of final Dividend for the financial year ended 31st December 2008. ACC Board Meeting Notice - 5th February 2009 Changes in Directorate Unaudited Financial Results for the last quarter December 31, 2008 - Clause 41 of the Listing Agreement

ANNOUNCEMENTS : : TO STOCK EXCHANGES

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Year 2008

Quarterly Compliance Report on Corporate Governance Clause 49 of the Listing Agreement

Allotment of 600 shares against exercise of Employees Stock Options ACC Board Meeting to be held on October 23, 2008 Financial Results Change in Directorate Notice of Record date for Interim Dividend Interim Dividend ACC Board Meeting to be held on July 24, 2008 Disclosure under Regulation 7(3) of the SEBI(Substantial Acquisition of Shares and Takeovers) Regulations 1997

Disclosure of details of acquisition to stock exchanges by target company, in terms of regulation 7(3) of sebi (substantial acquisition of shares and takeovers) regulations, 1997

ACC Board Meeting to be held on April 24, 2008 Divestment of ACC Machinery Company Limited (AMCL) Recommendation by the Board of Directors in respect of Final Dividend for the financial year ended 31st December 2007.

ACC Board Meeting to be held on January 31, 2008

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CORPORATE SOCIAL RESPONSIBILITY Today we define Corporate Social Responsibility as the way a company balances its economic, social and environmental objectives while addressing stakeholder expectations and enhancing shareholder value. But ACC has undertaken social volunteering practices almost from its inception, long before the term corporate social responsibility was coined. The companys earliest initiatives in community development date back to the 1940's in a village on the outskirts of Mumbai while the first formal Village Welfare Scheme was launched in 1952. The community living around many of our factories comprises the weakest sections of rural and tribal India with no access to basic amenities.

Corporate Social Responsibility Policy Community & Rural Welfare Education Healthcare HIV/AIDS - Workplace Policy HIV/AIDS treatment - Anti Retroviral Treatment Centres Disaster Relief Gujarat Masons Training Conservation of heritage structures Global Compact Support to national Sport Awards & Accolades

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Milestones in CSR & Sustainable Development : : 1936 Incorporation of The Associated Cement Companies Limited on August 1, 1936. ACCs first community development initiative near Bombay ACC helps relocate employees and associates during Partition of India evacuating them to the new country of their choice. Indias first entirely indigenous cement plant established at Chaibasa in Bihar Village Welfare Scheme launched Sindri cement works used the waste product calcium carbonate sludge from fertilizer factory at Sindri. Bulk Cement Depot established at Okhla, Delhi Technical training institute established at Kymore, Madhya Pradesh. Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture Portland Slag Cement for the first time in India. ACCs Central Research Station (CRS) established at Thane Manufacture of Portland Pozzolana Cement. Advent of computers in ACC for data processing and designing management information and control systems. ACC supplied and commissioned one-million-tonne iron ore pelletising plant ordered by TISCO ACC receives ASSOCHAM first national award for the year 1976 instituted for outstanding performance in promoting rural and agricultural development activities. Introduction of the energy efficient precalcinator technology for the first time in India. Full scale commercial production based on MFC

1944 1947

1947

1952 1955

1956 1957 1961

1965 1965 1968

1968

1977

1978

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technology at Wadi in 1979. 1982 Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka. ACC achieves a breakthrough in import substitution by developing and supplying a special G type of oil well cement to ONGC. Incorporation of Bulk Cement Corporation of India, a joint venture with the Government of India. ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai. ACC selected as Most Respected Company in India by Business India. Commissioning of the new plant of 2.6 MTPA capacity at Wadi, Karnataka plant, the largest in the country, and among the largest sized kilns in the world. ACC wins PHDCCI Good Corporate Citizen Award ACC wins Enterprise Excellence Award from the Indian Insititute of Industrial Engineers. GreenTech Safety Gold and Silver Awards awarded to Madukkarai Cement Works and Katni Refractory Works by Greentech Foundation for outstanding performance in Safety Management System. ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit 2004 from Council For Fair Business Practices. Commissioning of Modernisation and Expansion project at Chaibasa in Jharkhand, replacing old wet process technology with a new 1.2 MTPA clinkering unit, together with a captive power plant of 15 MW. ACC announces new Workplace policy for HIV/AIDS ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber of Commerce and Industry

1984

1992

1993

1995 2001

2002 2003

2004

2005

2005

2006 2006

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2006

ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at Wadi in Karnataka the first ever such project by a private sector company in India. Waste management services launched ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil Nadu Sumant Moolgaokar Technical Institute completes 50 years and reopens with new curriculum ACC commissions Wind energy farm in Tamilnadu. ACC ACADEMY opened in Thane, a new centre for training and development. ACC commissions Wind energy farm in Tamil Nadu and Rajasthan ACC Cement Technology Institute formally inaugurated at Jamul on July 7. First Sustainable Development Report released on June 5. First Sustainable Development Council set up on August 18. ACC wins CNBC-TV18 India Business Leader Award in the category India Corporate Citizen of the year 2008 Project Orchid launched to transform our Corporate Office, Cement House into a green building Ladies Clubs of ACC establish their social volunteering and community welfare wing called ACC AHEAD (Association for Health, Education and Development). ACC enters into Public Private Partnership to upgrade seven Industrial Training Institutes (ITI)

2006 2007

2007

2007 2007

2007 2008

2008 2008 2008

2008

2008

2008

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2009

ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair Business Practices. The NGO "Karmayog" rated ACC as the best company in the cement industry in terms of Corporate Social Responsibility. ACC is allotted coal blocks in Madhya Pradesh and West Bengal. Second Sustainable Development Report released as a web update. Cement House and La Residency transformed into Green buildings with Leadership in Energy & Environmental Design (LEED) Gold and LEED Platinum certification respectively ACC acquires 100 percent of the financial equity of Encore Cements & Additives Private Limited which is a slag grinding plant in Vishakhapatnam in coastal Andhra Pradesh. This company became a wholly-owned subsidiary of ACC in January 2010. ACC commissions Wind energy farm in Maharashtra ACC Sustainable Development Report 2009 wins Association of Business Communicators of India award in the category Environment Communication. External assurance for ACC Sustainable Development Report 2009 ACCs sustainability reporting and process was put through external assurance in accordance with the conventional ISAE 3000 standard and, going beyond that to meet the requirements defined by AA1000AS and AA1000AS (2008). This is a maiden achievement for the cement industry. Wind energy generated by wind farm launched by ACC in 2007 in Tamil Nadu became eligible to receive Verified Emission Reductions (VERs) which were traded in the European market. ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact Business Performance Social & Environmental Action & Globalisation - a unique award received for the first time Cement House received 5-star rating from the Bureau of Energy Efficiency (BEE)

2009

2009 2009 2009

2010

2010 2010

2010

2010

2010

2010

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2011

World's largest kiln installed at ACC Cement Plant, Wadi, Karnataka with a capacity of 12,500 tonnes per day creating new landmarks for cement industry Central Control Room Building at ACC Chanda Plant, Maharashtra set up as a Green building, the first of its kind in an industrial environment ACC signs MoU with IIT Bombay for research on Sustainable Construction and Affordable Habitats

2011

2011

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INTRODUCTION TO THE TOPIC

Marketing Mix study of ACC Cement: Marketing mix basically consist of four factors- Product, Price, Place, Promotion.

Product- The products are milk products of ACC Cement. Price- Pricing is done on the basis of consumers pocket.

Place- It was concentrated in the urban area in the past but now both of these are expanding their market to the rural areas for rural consumers.

Promotion- Promotion is done through advertisements.

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OBJECTIVES OF THE STUDY

The consumer survey or market research was done with a primary objective to study about the efficiency of ACC Cement in providing their products to the consumers & satisfying their needs. Major objectives were: To know the consumers perception regarding the products of ACC Cement. To know why they prefer ACC Cement products over any other companys product.

To know their satisfaction level regarding price & place where these products are available. To get the main findings based on questionnaire.

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SCOPE OF STUDY

To keep things in minds that as the ever changing competitive business environment, new thoughts and ACC Cements should pour into research and development to innovate its existing product, which should leave behind competitors. This study enables the user with answers to formulate affective marketing mix strategy with a broader perspective to tap areas where it does not feel the need earlier, hence the discussion of whether to penetrate this section or not can be found out at the end of the data analysis. It also gives a fair ACC Cement of the potential of a business in the future and the fluctuation in prices time to time and from product to product. Special reference is made to the improvement of quality of the product in terms packaging and product innovation, advertisement, ways and means to cut down competition.

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ORGANIZATION STRUCTURE
PCDF has 10 divisions. Every division has managers who are responsible to general manager. G.M. of every division is responsible to managing director. The divisional heads of each division shall be responsible for the performance of there respective division not only at the bead office but also in the units/unions and in the fields. These offices shall not merely insure the achievement of the targets fixed and implementation of systems for there functional but promptly attend to the problems of the units/unions.

The divisional heads shall discharge their duties with in the policies frame laid down by the managing director & subject to his control & supervision. Only important performance and control reports, policy matters, question involving exception to approve policy, system development and other important matters need to put up before the managing director.

Matters before approval and implementation, be routed through the Managing service division(MSD), which will check the plan to see whether they are in conformity with cooperate objective, and will see that they are in conformity with other plans and systems and non contradiction occurs. The divisional head should see the terms made by them and their officers and adequate and purposive and designate link officers for each officer in their vision. All letters to the NDDB shall before dispatch is send to the MSD, which will take speedy clearance at the appropriate level. A copy of all such letters shall be the CPM section of the MSD.

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CONSUMER BEHAVIOUR LEARNING OBJECTIVES After studying this chapter, you will be able to understand: The terms consumer , customer, industrial buyer and motives Need of consumer behavioural study, differences between oganisational buying behaviour and consumer buying behaviour The nature and model of consumer involvement Consumer and industrial decision making process and decision rules Marketing implications of consumer behaviour Study of consumer behaviour modelling An Overview Consumer behaviour is comparatively a new field of study which evolved just after the Second World War. The sellers market has disappeared and buyers market has come up. This led to paradigm shift of the manufacturers attention from product to consumer and specially focused on the consumer behaviour. The evaluation of marketing concept from mere selling concept to consumeroriented marketing has resulted in buyer behaviour becoming an independent discipline. The growth of consumerism and consumer legislation emphasizes the importance that is given to the consumer. Consumer behaviour is a study of how individuals make decision to spend their available resources.
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The heterogeneity among people makes understanding consumer behaviour a challenging task to marketers. Hence marketers felt the need to obtain an in-depth knowledge of consumers buying behaviour. Finally this knowledge acted as an imperative tool in the hands of marketers to forecast the future buying behavior of customers and devise four marketing strategies in order to create long term customer relationship. Consumer Behaviour It is broadly the study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ACC Cements to satisfy needs and its impact on the consumer and society. Customers versus Consumers The term customer is specific in terms of Company, company, or shop. It refers to person who customarily or regularly purchases particular Company, purchases particular companys product, or purchases from particular shop. Thus a person who shops at Bata Stores or who uses Raymonds clothing is a customer of these firms. Whereas the consumer is a person who generally engages in the activities - search, select, use and dispose of products, services, experience, or ACC Cements. Consumer Motives Consumer has a motive for purchasing a particular product. Motive is a strong feeling, urge, instinct, desire or emotion that

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makes the buyer to make a decision to buy. Buying motives thus are defined as those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods or service. These motives are generally controlled by economic, social, psychological influences etc. Motives which Influence Purchase Decision The buying motives may be classified into two: i. Product Motives ii. Patronage Motives i. Product Motives Product motives may be defined as those impulses, desires and considerations which make the buyer purchase a product. These may still be classified on the basis of nature of satisfaction: a) Emotional Product Motives b) Rational Product Motives Emotional Product Motives are those impulses which persuade the consumer on the basis of his emotion. The buyer does not try to reason out or logically analyse the need for purchase. He makes a buying to satisfy pride, sense of ego, urge to initiate others, and his desire to be unique. Rational Product Motives are defined as those impulses which arise on the basis of logical analysis and proper evaluation. The buyer makes rational decision after chief evaluation of the purpose, alternatives available, cost benefit, and such valid reasons. ii. Patronage Motives

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Patronage motives may be defined as consideration or impulses which persuade the buyer to patronage specific shops. Just like product motives patronage can also be grouped as emotional and rational. Emotional Patronage Motives those that persuade a customer to buy from specific shops, without any logical reason behind this action. He may be subjective for shopping in his favourite place. Rational Patronage Motives are those which arise when selecting a place depending on the buyer satisfaction that it offers a wide selection, it has latest models, offers good aftersales service etc. Knowledge of buyer motives of consumers is useful for marketers to anticipate market trends and formulate effective marketing strategies. Need for Study of Consumer Behaviour The study of consumer behaviour helps everybody as all are consumers. consumers It to is essential and for marketers in to understand competitive survive succeed these

marketing environment. The following reasons highlight the importance of studying consumer behaviour as a discipline. Importance in day to day life The purpose of studying a discipline is to help oneself to better appreciate its contributions. The reason to study consumer behaviour is because of the role it plays in the lives of humans. Most of the free time is spent in the market place, shopping or

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engaging in other activities. The extra time is usually passed in knowing and thinking about products and services, discussing with friends about them, and watching advertisements related to them. The usage of them significantly reveals our life styles. All these reasons suggest the need for study. However, the purpose may be to attend immediate and tangible reasons. Pertinence to Decision Making Consumer behaviour is said to be an applied discipline as some decisions are significantly affected by their behaviour or expected actions. The two perspectives that seek application of its knowledge are micro and societal perspectives. The micro perspectives involve understanding consumer for the purpose of helping a firm or organization to achieve its objectives. The people involved in this field try to understand consumers in order to be more effective at their tasks. Whereas the societal or macro perspective applies knowledge of consumers to aggregate- level faced by mass or society as a whole. The behaviour of consumer has significant influence on the quality and level of the standard of living. Organisational Buyer versus Individual Buyer The obvious difference between industrial or institutional markets and consumer markets is that, instead of purchases being made for individual consumption industrial markets are made for business use. There are several factors that differentiate consumer markets and their buying behaviour from

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organizational market and their buying behaviour. The key factors of differentiation are: i Market Structure and Demand ii. Buyer Characteristics iii. Decision Process and Buying Patterns i Market Structure and Demand : The distinguishing factors of market structure and demand are as follows: In organizations buyers are more geographically concentrated than consumer markets. Organisational buyers are fewer in number but they are bulk buyers compared to individual buyers. Organisational buyer markets are either vertical or horizontal. In vertical structures they cater only one or two industries, whereas in horizontal structure the buyer base is too broad. Organsational demand is derived from consumer demand. The nature of the demand is fluctuational and inelastic. ii. Buyer Chararteristics: The distinguishing factors of buyer characteristics are as follows: Many individuals or group involvement is seen in decision making process. Organisational buyers are quite knowledgeable and professional. The buying motive is mostly rational than individual buyer. iii. Decision Process and Buying Patterns The major differences are as follows:

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In organizational buying lot of formalities like proposals, quotations, procedures are to be followed unlike consumer buying. Decision process is much complex with high financial risk, technical aspects, multiple influencing factors etc. Organizational buying requires more extensive negotiation over larger time period than consumer buying. CONSUMER INVOLVEMENT Some consumers are characterized as being more involved in products and shopping than others. A consumer who is highly involved with a product would be interested in knowing a lot about it before purchasing. Hence and he reads brochures at thoroughly, Thus compares Companys models available

different outlets, asks questions, and looks for recommendations.

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Consumer involvement can be defined as heightened state of awareness that motivates consumers to seek out, attend to, and think about product information prior to purchase. CAUSES OF CONSUMER INVOLVEMENT The factors that influences consumer involvement include personal, product and situational. Personal Factors Self-concept, needs, and values are the three personal factors that influence the extent of consumer involvement in a product or service. The more product image, the value symbolism inherent in it and the needs it serves are fitting together with the consumer self- image, values and needs, the more likely the consumer is to feel involved in it. Celebrities for example share a certain selfimage, certain values, and certain needs. They tend to use products and services that reflect their life style. They get highly involved in purchasing prestigious products like designer wear, imported cars, health care products etc. Product Factors The consumer involvement grows as the level of perceived risk in the purchase of a good or service increases. It is likely that consumers will feel more involved in the purchase of their house than in the purchase of tooth paste, it is a much riskier purchase. Product differentiation affects involvement. The involvement increases as the number of alternatives that they have to choose

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from increases. This may be due to the fact that consumers feel variety which means greater risk. The pleasure one gets by using a product or service can also influence involvement. Some products are a greater source of pleasure to the consumer than others. Tea and coffee have a high level of hedonic (pleasure) value compared to, say household cleaners. Hence the involvement is high. Involvement increases when a product gains public attention. Any product that is socially visible or that is consumed in public, demands high involvement. For example, involvement in the purchase of car is more than the purchase of household items. Situational Factors The situation in which the product is brought or used can generate emotional involvement. The reason for purchase or purchase occasion affects involvement. For example, buying a pair of socks for yourself is far less involved than buying a gift for a close friend. Social pressure can significantly increase involvement. One is likely to be more self conscious about the products and Companys one looks at when shopping with friends than when shopping alone. The need to make a fast decision also influences involvement. A consumer who needs a new refrigerator and sees a one- dayonly sale at an appliances retailer does not have the time to shop around and compare different Companys and prices.

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The eminence of the decision heightens involvement. The involvement is high when the decision is irrevocable, for example when the retailer does not accept return or exchange on the sale items. Thus involvement may be from outside the individual, as with situational involvement or from with in the individual as with enduring involvement. It can be induced by a host of personal-product-and situation related factors, many of which can be controlled by the marketer. It affects the ways in which consumers see, process, and send information to others. TYPES OF INVOLVEMENT The two types of involvement are: A) Situation B) Enduring Involvement has various facets of consumer behaviour such as search for information, information processing, and information transmission. Situational Involvement Situational involvement is temporary and refers to emotional feelings of a consumer, experiences in a particular situation when one thinks of a specific product. Enduring Involvement Enduring involvement is persistent over time and refers to feelings experienced toward a product category across different situations. For example, holidaymakers renting a resort for their

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trip are highly involved in their choice, but their involvement is temporary. Whereas involvement of a person whose hobby is bike racing endures overtime and affects his responses in any situation related to pre-purchase, purchase and post- purchase of sport bikes. It is observed that involvement is triggered by special situation in the case of holiday makers, but in the second case, in comes from, and is a part of the consumer.

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RESEARCH METHODOLOGY

Objective of Research: The main objective of the research in the project was to get the consumer behaviour with respect to ACC Cement. On the other hand, the objective of the research was : "To evaluate the competitive strength of ACC Cement with respect to the availability of the stock and analyze the Company strength with respect to the competition. To provide a feedback on the asset utilization in the market place and how it can be used more effectively to yield better results." Type of study : Descriptive Study No method known to man entirely eliminates uncertainty. But scientific methods more than any other method minimize those elements of uncertainty, this results from lack of information. By doing so it reduces the danger of making a wrong choice between alternatives of action. This is the theme behind choosing the research ethnology for attainment of the objective. Thus major purpose of this section is to describe the research problem in different parts. Every company wants to improve its sales all time according to its production capacity.

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Research Design : The design of our research is statistical as it concerns that how many items of ACC Cement are to be observed and how the information and data gathered are to be analyzed. Research design is a specification of the methods and of procedures needed for acquiring information to solve the problem. Research design gives a clear cut picture, how researcher must progress with research problem. Research design tends to minimize the accuracy of potential errors at any specified budget level. Sample Design : 1. For the project we used non probabilistic sampling that can also be termed as purposive or judgmental sampling as we only targeted the store. 2. For the groceries the sample design was of two types. Firstly, the sample design was purposive because we targeted only the ACC Cementexclusive outlets. Secondly, we used the quota sampling method as we targeted factory outlet of ACC Cement. Sample Size : 100 A random sample of 100 times was decided to get the require information from the customers. The sample comprised items of all profiles in a well-defined ratio. There are two types of research design namely : 1. Exploratory Research

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2.

Conclusive Research

Exploratory Research : It is a type of preliminary research in which the emphasis is on the discovery of new ACC Cements. Clarification of concepts of formulation of hypothesis. It is done when one has very little knowledge about the problem which are going to examine. It can be done by survey of secondary data and survey of different people. it is an informal research. Conclusive research : It is used to prove something conclusively. It means the research is to draw some definite conclusions. It is the most serious type of research and is of two types : 1. 2. Descriptive Research Causal Research

Descriptive Research : Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual or of a group. It include survey and fact finding enquiries of different kinds. The major purpose of this research is description of the state of affairs as it exists at present. In social science and busness research we quite often use the term Ex post factor research for descriptive research studies. The main characteristics of this method is that the researcher has no

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control over the variables. He can only report what has happened or what is happening. Most of the projects are used for descriptive studies in which the researcher seeks to measure such items as, for example, frequency of shopping, preference of people. Causal Research : It is used for the purpose to test a cause and effect relationship. It is very typical type of research. Data Collection Method : it is necessary to collect accurate data to achieve useful results for this reason. It is helpful to consider the methods of collecting data and the quality of information that may be expected to produce. There are two types of data sources (primary and secondary) and observation methods are two basic methods of collecting data in marketing research. Primary Data : Prmary data is the data that a researcher themselves by use of survey or interview methods. It is gatehred for specified purpose or for a specific research project. it can be collected by two research instruments : 1. 2. Mechanical Devices (observation methods) Questionnaire Method

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Observation Method Observation method is used less frequently in marketing research. In this method, surveyor or researcher should observe the sampling unit and their behavior with the help of a video camera. It is a subjective type of method of primary data collection which is used for exploratory research. It is a time consuming method of data collection. Questionnaire Method A questionnaire consists of a set of questions presented to the respondents of their answers. The questionnaire is the most common instrument used to the collect the primary data. According to the topic it is necessary to prepare a relevant questionnaire. To find the cold stock of Pepsi and other Companys the respondents should be asked two type of questions : 1. 2. Close Ended questions Open Ended questions

CLOSE ENDED QUESTIONS These are those questions in which all the possible answers are given in the questions. In my questionnaire, following questions are close ended. 1. 2. What type of music do you prefer while shopping ? What type of promotional scheme attract you most ?

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OPEN ENDED QUESTIONS : Open ended questions are those questions in which respondents should answer in their own words. These questions are said to be subjective type of questions. In these types of questions respondents can consume more time or some time they do not like to answer those type of questions.

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QUESTIONNAIRE PART-A

1. Do you always go for ACC Cement ?

S.No. 1 2 3 4 5 Topic Cent percent Most of the time 50-50 Rarely never Percentage (%) 5 60 20 5 10

60 60 50 40 30 20 20 10 10 0 Cent percent Most of the time 50-50 Rarely never 5 5

Interpretation : Most of the time persons go for the ACC Cement.

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2. Where do you get the best service from the sales staff?

S.No. 1 2 3 4

Topic ACC Cement Prism Birla Others

Percentage (%) 55 25 15 5

ACC Cement

Prism

Birla

Others

15%

5%

55% 25%

Interpretation : Best service from the sales staff which is given by the ACC Cement.

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3. How many times, a sales staff helps you to select right

things ? S.No. 1 2 3 4 Topic Every time Most of the time Sometime Never Percentage (%) 35 42 19 4

4% 19% 35%

42%

Every time

Most of the time

Sometime

Never

Interpretation : Most of the time a sales staff helps to select right things.

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4. How does your favorite cement store communicate with you ? S.No. 1 2 3 4 5 SMS Tele calling Bill board via e-mail Newspaper/magazine Topic Percentage (%) 10 5 30 10 45

10% 45%

5%

30% 10%

SMS Bill board Newspaper/magazine

Tele calling via e-mail

Interpretation : Mostly the cement store communicate with his customer by the Newspaper and Magazines.

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5. How many of these mentioned facilities are provided by the store you visit ? S.No. 1 2 3 4 Topic Exchange facilities Drinking water facilities After sales service All of these Percentage (%) 10 20 10 60

10% 20%

60% 10%

Exchange facilities After sales service

Drinking water facilities All of these

Interpretation : All facilities are provided by the store to his customers.

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6. Regarding after sales service what all facilities are provided by your favorite store? S.No. 1 2 3 4 Replacement Home delivery Credit Note Warrantee & Guarantee service Topic 9 5 1 85 Percentage (%)

9%

5% 1%

85%

Replacement Home delivery Credit Note Warrantee & Guarantee service

Interpretation : Mostly services provided by the company with all facility is warranty and guarantee.

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7. What type of promotional schemes attract you most ? S.No. 1 2 3 4 5 Topic Buy one get one free Gift vouchers Discount coupons Flat discount Seasonal offers Percentage (%) 15 5 10 50 20

20%

15% 5%

10% 50%

Buy one get one free Discount coupons Seasonal offers

Gift vouchers Flat discount

Interpretation Consumer attract by the flat discount mostly.

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8. Does music create better shopping environment? S.No. 1 2 Topic Yes No Percentage (%) 95 5

5%

95%

Yes

No

Interpretation : Yes Definitely, music create better shopping environment.

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9. What type of music do you prefer while shopping? S.No. 1 2 3 4 5 Topic Soft music Fast track Instrumental Western Music Pop Music Percentage (%) 78 5 2 5 10

80 70 60 50 40 30 20

78

10 10 0
Soft music Fast track Instrumental Western Music Pop Music

Interpretation : Mostly people like soft music at the time of shopping.

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10. Which type of light you like to have in store to identify actual color and content of the product ? S.No. 1 2 Topic White light Yellowish 97 3 Percentage (%)

3%

97%

White light

Yellowish

Interpretation : White light gives the actual colour and content of the products.

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11. I usually watch the advertisement for announcement of

sales ? S.No. 1 2 3 4 5 Agree Disagree Mostly disagree Neutral Topic Mostly agree Percentage (%) 15 77 2 1 5

1% 2%

5%

15%

77%

Mostly agree

Agree

Disagree

Mostly disagree

Neutral

Interpretation : Mostly people agree with watching the advertisement for announcement of sales.

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12. Display of merchandise in the store is -

S.No. 1 2 3 4

Topic Extremely important Very important Little important not important

Percentage (%) 25 60 10 5

10%

5%

25%

60%

Extremely important Little important

Very important not important

Interpretation Good display attract the customer in the store.

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13. How different is ACC Cement Company from other

Companys ? S.No. 1 2 3 4 Topic Very different Slightly different Somewhat different Not at all different Percentage (%) 20 60 15 5

15%

5%

20%

60%

Very different Somewhat different

Slightly different Not at all different

Interpretation: Slightly different is ACC Cement Company from other Companys

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14. How satisfied were you ACC Cement Company ? S.No. 1 2 3 4 5 Topic Very satisfied Satisfied Dissatisfied Very dissatisfied Somewhere in between Percentage (%) 12 85 1 0 2

0% 1% 2% 12%

85%

Very satisfied Dissatisfied Somewhere in between

Satisfied Very dissatsfied

Interpretation Mostly people satisfy with the ACC Cement Company.

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15. How would you rate the quality of ACC Cement Company? S.No. 1 2 3 4 Excellent Good Fair Poor Topic Percentage (%) 20 65 15 0

15%

0%

20%

65%

Excellent

Good

Fair

Poor

Interpretation : Most of the people rate the quality of ACC Cement Company is good in the market.

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16. How often it every would you buy ACC Cement accessories ? S.No. 1 2 3 4 5 Topic Every 2-3 weeks Once a month Every 4-6 months Less than one year Never Percentage (%) 8 5 75 12 0

12% 0% 8% 5%

75% Every 2-3 weeks Every 4-6 months Never Once a month Less than one year

Interpretation : Mostly people buy the ACC Cementaccessories every 4-6 months in a year.

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17. How easy do you find using ACC Cement merchandise? S.No. 1 2 3 4 Very easy Easy Neither easy nor difficult Difficult Topic Percentage (%) 10 72 18 0

18%

0%

10%

72%

Very easy

Easy

Neither easy nor difficult

Difficult

Interpretation : Most of the people say ACC Cement merchandise its using is easy.

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18. Availability of wide variety of merchandise in store is S.No. 1 2 3 4 5 Topic Extremely important Very important Little important Important Not Important at all Percentage (%) 67 15 10 8 0

8% 0%

10% 15% 67%

Extremely important Little important Not Important at all

Very important Important

Interpretation : Availability of Wide variety of merchandise in a store extremely important for the people to select favorite things.

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19. Have you ever purchase a ACC Cementproduct before ? S.No. 1 2 Yes No Topic Percentage (%) 95 5

5%

95%

Yes

No

Interpretation : Most of the person purchase a ACC Cement product in his life.

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20. ACC Cement Company used by which age groups S.No. 1 2 3 1 to 17 18 to 35 35 to above Age Groups Percentage (%) 10 70 20

20%

10%

70%

1 to 17

18 to 35

35 to above

Interpretation Age group 18 to 35 is more dominant using of ACC Cement Merchandize .

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21. ACC Cement products mostly used by which gender ? S.No. 1 2 Male Female Gender Percentage (%) 60 40

40%

60%

Male

Female

Interpretation : ACC Cement product mostly used by the male in comparison to female.

22. In which group of occupation, ACC Cement Company is used ?

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S.No. 1 2 3 4

Gender Self Employed Government Employee Private Employee Students

Percentage (%) 30 32 28 10

35 30 25 20 15 10 5 0

30

32 28

10

Self Employed

Government Employee

Private Employee

Students

Interpretation : There is no gap between the employed and unemployed person for the using of ACC Cement products.

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23. In which family (income) is used ACC Cement products? S.No. 1 2 3 Gender Lower Family Middle Family Higher Family Percentage (%) 25 40 35

25% 35%

40%

Lower Family

Middle Family

Higher Family

Interpretation : Mostly middle class family used the ACC Cement product in daily life.

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FINDINGS
Due to new developing area in future number of outlets may be increase. Indian are very emotional when it comes in buying of Cementappear all then they talk to the sales staff of all necessary things including terms and conditions. Most of the consumer attract to the flat discount. Mostly people believe in ACC Cement in all area to buy the ACC Cement merchandise in his life. Mostly the middle class (income family uses the ACC Cement products in comparison to others.

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LIMITATIONS
Some consumer's were found to be unsatisfied with ACC Cement hence they refused to keep its merchandise. Sample size was small so the result were biased. Most of the outlets have not all types of merchandise in the store. Retailers were often busy with their customers, so it was difficult to talk to them and hence a lot of time was wasted in waiting. Cementapparel is subject matter of solicitation. It is people's driven industry. In case of Cementand appraisal, the intangibility of the product is high. People see all immediate benefit out of it. It is very much like selling a product to someone who never hopes to use it.

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SUGGESTIONS AND RECOMMENDATIONS Company personnel must keep on visiting the outlets through the years whether it is season or off-season. A survey would have to be done among the consumers to know their choice and views Various commitments must be honored and the services should be further improved. Display stands should be constructed attractive. Company should be checked time to time by TDM himself for increasing market supply. There should sufficient advertisement of the company and about product knowledge. Some attractive schemes should be provided to the consumers directly. Schemes must be printed upon the billboard, newspaper and magazines in order to make it useful for consumers. The schemes must be communicated properly and should be continued for a longer period. Product brochure should be easy to understand. All terms and conditions should be written in easy language.

CONCLUSIONS
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Though ACC Cement has a good Company image in Lucknow as well as in India and is enjoying major market share than other Companys, yet there were some problems which act as a hindrance in its upliftment. It is very clear that ACC Cement is one of the best Cement as far as quality, transportation and services are concerned. ACC Cement have good company which are more popular among consumers than others. As example Prism is the most successful Company among the Birla is available in the city. Not even Prism but in all other apparels and cements. ACC Cement is enjoying major market share as compare to other cement. So, if ACC Cement wants to capture more market and to increase it sales then it would have to cover such type of shops also. The present scenario the Cement is very important for any person. There are many companies which is related to Cement but all private companies are not available in rural area. Whenever 70% population lived in Rural area and majority know about ACC Cement only. This study shows that expectable trust and long terms relationship. So we have ACC Cement about company that they should be proper advertisement and easy availability to understand of products. All facilities should provide in rural areas. BIBLIOGRAPHY
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Magazine : Research Reporter issue from May, June and July.

Books Consumer Behavior- Concepts , applications and Cases, M.S.Raju, Dominique Xardel Research Methodology, C.R. Kothari Marketing Management, Philip Kotler

Websites : http://www.google.com http://www.mrsbectorfoods.com http://www.enwikipedia.co.in www.businesstoday.com

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QUESTIONNARE PART-A Please tick the response that you agree with :1. Where do you generally go for shopping for Cement? a. ACC Cement b. Prism c. Birla d. Other 2. Do you always go for Companyed products ? a. Cent percent b. Most of the time c. 50-50 d. Rarely e. never 3. Where do you get the best service from the sales staff ? a. ACC Cement b. Prism c. Birla d. Others 4. How many times, a sales staff helps you to select right things ? a. Every time b. Most of the time c. Sometime d. Never

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5.

How does your favourite Cementstore communicate with you ? a. SMS b. Tele calling c. Bill board d. via e-mail e. Newspaper/magazine

6.

How many of these mentioned facilities are provided by the store you visit ? a. Exchange facilities b. Drinking water facilities c. After sales service d. All of these

7.

Regarding after sales service what all facilities are provided by your favorite store? a. Replacement b. Home delivery c. Credit Note d. Warrantee & Guarantee service

8.

What type of promotional schemes attract you most ? a. Buy one get one free b. Gift vouchers c. Discount coupons d. Flat discount e. Seasonal offers

9.

Does music create better shopping environment ?

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a. Yes b. No 10. What type of music do you prefer while shopping ? a. Soft music b. Fast track c. Instrumental d. Western music 11. Which type of light you like to have in store to identify actual color and content of the product ? a. White light b. Yellowish 12. I usually watch the advertisement for announcement of sales ? a. Mostly agree b. Agree c. Disagree d. Mostly disagree e. Neutral 13. Display of merchandise in the store is a. Extremely important b. Very important c. Little important d. not important 14. How different is ACC Cement Company from other Companys ? a. Very different

85

b. Slightly different c. Somewhat different d. Not at all different 15. How satisfied were you ACC Cement Company ? a. Very satisfied b. Satisfied c. Dissatisfied d. Very dissatisfied e. Somewhere in between 16. How would you rate the quality of ACC Cement Company? a. Excellent b. Good c. Fair d. Poor 17. How often it every would you buy ACC Cement accessories ? a. Every 2-3 weeks b. Once a month c. Every 4-6 months d. Less than one year e. Never 18. How easy do you find using ACC Cement merchandise ? a. Very easy b. Easy c. Neither easy nor difficult

86

d. Less than one year e. Never 19. Availability of wide variety of merchandise in store is a. Extremely important b. Very important c. Little important d. Important at all 20. Have you ever purchase a ACC Cement product before ? a. Yes b. No

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PART-B Name Age Gender Tongue : ...................................................................... : ...................................................................... : ...................................................................... : ......................................................................

Occupation: ..................................................................... Religious : ...................................................................... Family Income (per month): .................................................................................... Thankyou for your co-operations!!

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