SINDRI,DHANBAD CEMENT WORKS Submitted by

LALAN KUMAR ROY MBA 2009-2011 Annamalai University

ANNAMALAI

UNIVERSITY

DEPARTMENT OF BUSINESS ADMINISTRATION PROJECT REPORT 2009-10

A STUDY ON CONSUMER BUYING BEHAVIOUR AND THEIR PERCEPTION WHILE CHOOSING SPECIFIC BRAND OF CEMENT IN ACC CEMENT,SINDRI (DHANBAD).

Bonafide Record done by LALAN KUMAR ROY

(Reg. No. 092693)
Submitted in partial fulfillment of the requirements for the award of the Degree of MASTER OF BUSINESS ADMINISTRATION in the Department of Business Administration.

DR. K. SUJATHA
Reader, project guide Dept. of business administration Annamalai University

Dr. N. PANCHANATHAM
Professor & head Dept. of business administration Annamalai University

ANNAMALAI

UNIVERSITY

DEPARTMENT OF BUSINESS ADMINISTRATION

PROJECT REPORT 2009-20010
A STUDY ON CONSUMER BUYING BEHAVIOUR AND THEIR PERCEPTION WHILE CHOOSING SPECIFIC BRAND OF CEMENT IN ACC CEMENT,SINDRI (DHANBAD).

Bonafide record of work done by LALAN KUMAR ROY (Reg. No. 092693) Submitted in partial fulfillment of the requirements for the award of the Degree of MASTER OF BUSINESS ADMINISTRATION in the DEPARTMENT OF BUSINESS ADMINISTRATION

DR. K. SUJATHA
Reader, project guide Dept. of business administration Annamalai University

Dr. N. PANCHANATHAM
Professor & head Dept. of business administration Annamalai University

Submitted for the Viva-Voice Examination held on ------------------

INTERNAL EXAMINER

EXTERNAL EXAMINER

ANNAMAL AI

UNIVERSITY

DECLARATION

I, LALAN KUMAR ROY do hereby declare that the project report entitled
A STUDY ON CONSUMER BUYING BEHAVIOUR AND THEIR PERCEPTION WHILE CHOOSING SPECIFIC BRAND OF CEMENT IN ACC CEMENT,SINDRI (DHANBAD).

Is submitted by me to the Annamalai University, Annamalai Nagar in the partial fulfillment of the requirement for the Degree of Master of Business Administration (MBA) is an original one And has not been submitted earlier to this college or to any other Institute for the fulfillment of the course of study

Date: Place: Signature:

A STUDY ON CONSUMER BUYING BEHAVIOUR AND THEIR PERCEPTION WHILE CHOOSING SPECIFIC BRAND OF CEMENT IN ACC CEMENT,SINDRI (DHANBAD).

PROJECT REPORT 2010 A project report submitted in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Annamalai University
Submitted BY LALAN KUMAR ROY
(Reg. No-092693)

Under the guidance of

DR. K.SUJATHA
Lecturer, Department of Business Administration

DEPARTMENT OF BUSINESS ADMINISTRATION

ANNAMALAI

UNIVERSITY

ANNAMALAI NAGAR -608 002 TAMILNADU, INDIA 2010

Acknowledgement
Life is nothing but a learning process
Firstly, I thank ALMIGHTY, my family and friends for being with me during my project work and motivating me to successfully completing the project. I express my greatest indebtedness to Dr. N.PANCHANATHAM, HOD Dept. of Business Administration Annamalai University for providing me an opportunity for doing this summer project. I take immense pleasure in thanking my faculty guide DR. K.SUJATHA, READER Dept. of Business Administration Annamalai University .I am also thankful to all faculty members of Annamalai University. I express my sincere gratification to Mr.Aninda banerjee , Marketing Manager Acc cement, Sindri ,Dhanbad, who guided me throughout my project and helped me in successfully completing my Project.

LALAN KUMAR ROY

DEDICATION

I dedicate this research work exclusively to my parents, bhaiya &my lovely sister whose support, cooperation and help enables me to achieve this position. They supported me throughout my career. Their support and help encourages me which resulted in the completion of my MBA as well as in the completion of this Project. I also want to dedicate this Project to my honorable Guide Dr.k.sujatha, who are highly well-informed, extremely diligent, supportive, and their encouragement and guidance helps me to complete my education and Project.

INDEX
1.

INTRODUCTION.
INTRODUCTION OF CEMENT HISTORY OF CEMENT PROFILE OF INDIAN CEMENT INDUSTRY. SILENT FEATURES OF INDIAN CEMENT INDUSTRY. PRODUCTION OF CEMENT ACROSS STATE GROWTH OF CEMENT INDUSTRY MAJOR CEMENT COMPANY MAJOR PLAYER & RELATIVE SHARE INTRODUCTION OF ORGANISATION HISTORY & PROFILE OF ACC CEMENT WORKS VISION MILESTONE UNIT PROFILE (SINDRI) SWOT ANALAYSIS INTRODUCTION OF TOPIC NEED OF STUDY SCOPE OF STUDY LIMITATION OF STUDY

2. 3. 4.

LITERATURE REVIEW. OBJECTIVE

AIM OF THE STUDY

METHODOLOGY
RESEARCH DESIGN SAMPLE DESIGN TYPES OF UNIVERSE DATA COLLECTION METHOD FREQUENCY TABLE BAR GRAPH CHI-SQUARE T-TEST

5. 6. 7. 8.

ANALYSIS AND INTERPRETATION. FINDING RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY APPENDIX

9. 10.

CHAPTER 1

INTRODUCTION

INTRODUCTION OF CEMENT
Cement is a fine gray, soft, powdery-types substance. It is made from a mixture of elements that are found in natural materials such as limestone, clay, sand and shale. When cement is mixed with water, it can bind sand and gravel into a hard, solid mass called concrete.

Cement can be purchased from most building supply stores in bags. Cement is usually gray. White cement can also be found but it is usually more expensive than gray cement. Cement mixed with water, sand and gravel, forms concrete. Cement mixed with water and sand, forms cement plaster. Cement mixed with water, lime and sand, forms mortar. Cement powder is very, very fine. One kilo (2.2 lbs) contains over 300 billion Grains, although we have not actually counted them to see if that is completely accurate! The powder is so fine it will pass through a sieve capable of holding Water. Four essential elements are needed to make cement. They are calcium, Silicon, aluminum and iron.

10

HISTORY OF CEMENT
Throughout history, cementing materials have played a vital role. They were used widely in the ancient world. The Egyptians used calcite gypsum as cement. The Greeks and Romans used lime made by heating limestone and added sand to make mortar, with coarser stones for concrete. The Romans found that cement could be made which set under water and this were used for the construction of harbors. The cement was made by adding crushed volcanic ash to lime and was later called pozzolanic cement, named after the village of Pozzuoli near Vesuvius. In places such as Britain, where volcanic ash was scarce, crushed brick or tile was used instead. The Romans were therefore the first to manipulate the properties of cementations materials for specific applications and situations. Marcus Vitruvius Pollio, a Roman architect and engineer in the 1st century BC wrote his "Ten books of Architecture" - a revealing historical insight into ancient technology. Writing about concrete floors, for example: "First I shall begin with the concrete flooring, which is the most important of the polished finishing, observing that great pains and the utmost precaution must be taken to ensure its durability". "On this, lay the nucleus, consisting of pounded tile mixed with lime in the proportions of three parts to one, and forming a layer not less than six digits thick." And on pozzolana: "There is also a kind of powder from which natural causes produces astonishing results. This substance, when mixed with lime and rubble, not only lends strength to buildings of other kinds, but even when piers are constructed of it in the sea, they set hard under water."

11

His "Ten books of Architecture" are a real historical gem bringing together history and technology. Anyone wishing to follow his instructions might first need to find a thousand or so slaves to dig saw, pound and polish... After the Romans, there was a general loss in building skills in Europe, particularly with regard to cement. Mortars hardened mainly by carbonation of lime, a slow process. The use of pozzolana was rediscovered in the late middle Ages. The great mediaeval cathedrals, such as Durham, Lincoln and Rochester in England and Chartres and Rheims in France, were clearly built by highly skilled masons. Despite this, it would probably be fair to say they did not have the technology to manipulate the properties of cementations materials in the way the Romans had done a thousand years earlier. The Renaissance and Age of Enlightenment brought new ways of thinking, which for better or worse, led to the industrial revolution. In eighteenth century Britain, the interests of industry and empire coincided, with the need to build lighthouses on exposed rocks to prevent shipping losses. The constant loss of merchant ships and warships drove cements technology forwards. Seaton, building the third Eddy stone lighthouse (1759) off the coast of Cornwall in Southwestern England, found that a mix of lime, clay and crushed slag from iron making produced a mortar, which hardened under water. Joseph Aspdin took out a patent in 1824 for "Portland Cement," a material he produced by firing finely ground clay and limestone until the limestone was claimed. He called it Portland cement because the concrete made from it looked like Portland stone, a widely used building stone in England. While Aspdin is usually regarded as the inventor of Portland cement, Asp dins cement was not produced at a high-enough temperature to be the real forerunner of modern Portland cement. Nevertheless, his was a major innovation and subsequent progress could be viewed as mere development.
12

A ship carrying barrels of Aspins cement sank off the Isle of Shipley in Kent, England, and the barrels of set cement, minus the wooden staves, were later incorporated into a pub in Sheerness and are still there now. A few years later, in 1845, Isaac Johnson made the first modern Portland cement by firing a mixture of chalk and clay at much higher temperatures, similar to those used today. At these temperatures (1400C-1500C), clinkering occurs and minerals form which are very reactive While Johnson used the same materials to make Portland cement as we use now, three important developments in the manufacturing process lead to modern Portland cement: Development of rotary kilns- Addition of gypsum to control setting Use of ball mills to grind clinker and raw materials. Rotary kilns gradually replaced the original vertical shaft kilns used for making lime from the 1890s. Rotary kilns heat the clinker mainly by radioactive heat transfer and this is more efficient at higher temperatures, enabling higher burning temperatures to be achieved. Also, because the clinker is constantly moving within the kiln, a fairly uniform clinkering temperature is achieved in the hottest part of the kiln, the burning zone.The two other principal technical developments, gypsum addition to control setting and the use of ball mills to grind the clinker, were also introduced at around the end of the 19th century.

13

PROFILE OF CEMENT INDUSTRY

The Indian Cement industry is the second largest cement producer in the world, with an installed capacity of 144 million tones. The industry has undergone rapid technological up gradation and vibrant growth during the last two decades, and some of the plants can be compared in every respect with the best operating plants in the world. The industry is highly energy intensive and the energy bill in some of the plants is as high as 60% of cement manufacturing cost. Although the newer plants are equipped with the latest state-of-the-art equipment, there exists substantial scope for reduction in energy consumption in many of the older plants adopting various energy conservation measures.

The Indian cement industry is a mixture of mini and large capacity cement plants, ranging in unit capacity per kiln as low as 10 tpd to as high as 7500 tpd. Majority of the production of cement in the country (94% ) is by large plants, which are defined as plants having capacity of more than 600 tpd. At present there are 124 large rotary kiln plants in the country.

The Ordinary Portland cement (OPC) enjoys the major share (56%) of the total cement production in India followed by Portland Pozzolana Cement (PPC) and Portland Slag Cement (PSC). A positive trend towards the increased use of blended cement can be seen with the share of blended cement increasing to 43%. There is regional imbalance in cement production in India due to the limitations posed by raw material and fuel sources. Most of the cements plants in India are located in proximity to the raw material sources, exploiting the natural resources fully. The

14

southern region is the most cement rich region while other regions have almost same cement production capacity.

The Indian cement industry is about 90 years old and its main sources of energy are thermal and electrical energy. The thermal energy is generally obtained from coal, and the electrical energy obtained either from grid or captive power plants of the individual manufacturing units.

SILENT FEATURES OF INDIAN CEMENT INDUSTRY

Indian cement industry is the second largest in the world with an installed capacity of 135 MTPA. It accounts for nearly 6% of the world production. There are 124 large plants and around 365 mini plants. The industry presents a mixed picture with many new plants that employ state-of-the-art dry process technology and a few old wet process plants having wet process kilns. Production from large plants (with capacity above 1 MTPA) account for 85% of the total production. The cement industry has achieved significant progress in terms of reducing the overall energy intensity.

Dry process plants that the weighted average thermal energy consumption was 734 kCal/kg clinkers, and weighted average electrical energy consumption was 89 kWh/tonne of cement. The best energy consumption are 692 kCal/kg. clinker and 66 kWh/ton of cement.
15

PRODUCTION OF CEMENT ACROSS STATES

1970 Q Andhra Pradesh Karnataka Kerala Tamil Nadu South Zone Assam Bihar Meghalaya Orissa West Bengal East Zone Gujarat Madhya Pradesh Maharashtra West Zone Haryana Himachal Pradesh Rajasthan Uttar Pradesh North Zone Other States All India Share 1.45 1.45 0.05 2.39 5.34 0.05 1.75 N.A. 0.63 N.A. 2.43 1.78 2 N.A. 3.78 0.52 N.A. 1.39 N.A. 1.91 0.49 13.95 Q 10.4 10.4 0.4 17.1 38.3 0.4 12.5 4.5 17.4 12.8 14.3 27.1 3.7 10 13.7 3.5 100 1981 Share 2.67 1.62 N.A. 3.46 7.75 0.19 1.52 0.03 0.84 0.36 2.94 1.71 4.06 0.63 6.4 0.46 0.18 2.3 0.65 3.59 0.09 20.77 Q 12.9 7.8 16.6 37.3 0.9 7.3 0.2 4.1 1.7 14.2 8.2 19.6 3 30.8 2.2 0.9 11.1 3.1 17.3 0.4 100 4.87 2.78 0.25 3.72 11.62 0.17 1.21 0.09 0.87 0.36 2.7 2.61 7.07 1.47 11.15 0.55 0.64 4.13 1.09 6.41 0.14 32.02 15.2 8.7 0.8 11.6 36.3 0.5 3.8 0.3 2.7 1.1 8.4 8.1 22.1 4.6 34.8 1.7 2 12.9 3.4 20 0.5 100 8.64 4.11 0.28 4.18 17.21 0.3 1.18 N.A. 1.17 0.41 3.06 4.27 11.4 4.05 19.72 0.63 N.A. 5.63 1.35 7.61 1.32 48.92 17.7 8.4 0.6 8.5 35.2 0.6 2.4 3.5 0.8 6.3 8.7 23.3 8.3 40.3 1.3 11.5 2.7 15.5 2.7 100 8.62 5.27 0.38 5.05 19.32 0.15 1.09 0.11 1.18 0.44 2.97 4.37 13.87 4.13 22.37 0.53 1.03 5.72 1.71 8.99 0.36 54.01 16 9.8 0.7 9.3 35.8 0.3 2 0.2 2.2 0.8 5.5 8.1 25.7 7.6 41.4 1 1.9 10.6 3.2 16.6 0.7 100 2.28 58 9.99 5.39 0.38 5.26 21.02 0.17 1.17 0.11 1.34 0.44 3.23 4.84 14.4 4.3 23.54 0.55 1.09 6.29 7.93 1985-86 1990-91 199394 QM

(Million tones)
16

GROWTH OF CEMENT INDUSTRY: A PROFILE

At the outset it may be recognized that cement is one of the core industries defined under the Industrial Policy Resolutions adopted in the early stage of planning in India. Its growth implications essentially have to be seen in the larger context of national economy rather than in a regional or sub-regional context. There are three important features characterizing the industry. First, the basic raw material for the industry is limestone, which like all minerals is fixed in quantity. Therefore, the present rate of its use should consider demand-supply situations in the long run. Second, and more important is that the industry may potentially have adverse environmental impact through three different routes: (a) converting cultural/non-cultural land from their present uses into quarries and thus, disturbing the vegetation and ecosystem; (b) removing the limestone from the soil and thereby affecting the moisture profile as well as the structure of aquifers; and (c) creating air pollution which could be hazardous for human as well as animal health and for crop-yields. The third important feature of the industry is that it generates limited direct linkages in the regional economy where the industry is located though; its indirect linkages are likely to be quite significant. The indirect linkages mainly take place in the form of (a) infrastructural development and provision of basic amenities (i.e. roads, ports, schools, hospitals etc. (b) development of irrigation (i.e. dams, canals etc.) and (c) housing-construction - all having substantial income-employment linkages at the level of national economy. It is therefore important to examine the industry's growth profile by focusing on the important questions such as:

17

 What should be the optimum rate of exploration / utilization of Limestone What is the nature and magnitude of the environmental impact at the projected rate of growth? How much would be the direct employment-income linkages Within the region's economy livelihood of people.

MAJOR CEMENT COMPANIES

ACC Andhra Cement Birla Corporation Cement Corporation Century Textiles Chettinad Cement Grasim Cement Gujarat Ambuja Cement India Cement Jaypee Cement Ltd J.K.Group Lafarge India Ltd Kesoram L&T Madras Cement Mangalam Cement Mehta Group Mysore Cement Orient Cement Shree Cement Tamil Nadu Cement Zuari Dalmia Cement Company OCL India Ltd

18

MAJOR PLAYERS AND RELATIVE SHARE

Company ACC Gujarat Ambuja Grasim Ind L&T India Cement Century Textiles Jaypee Birla Corp Lafarge Madras cement Zuari Chettinad cement Saurashtra cement Andhra cement OCL Others Total

capacity 16.1 12.5 14.1 17.0 8.8 4.7 4.6 4.8 5.0 5.5 3.4 1.8 2.1 1.7 3.9 34.1 140.0

% share in total 11.5 8.9 10.1 12.1 6.3 3.4 3.3 3.4 3.4 3.9 2.4 1.3 1.5 1.2 2.8 24.4 100.0

19

INTRODUCTION OF THE ORGANISATION

ACC (ACC Limited) is India's foremost manufacturer of cement and concrete. ACC's operations are spread throughout the country with 14 modern cement factories, 19 Ready mix concrete plants, 19 sales offices, and several zonal offices. It has a workforce of about 9000 persons and a countrywide distribution network of over 9,000 dealers. ACC's research and development facility has a unique track record of innovative research, product development and specialized consultancy services. Since its inception in 1936, the company has been a trendsetter and important benchmark for the cement industry in respect of its production, marketing and personnel management processes. Its commitment to environmentfriendliness, its high ethical standards in business dealings and its on-going efforts in community welfare programs have won it acclaim as a responsible corporate citizen. ACC has made significant contributions to the nation building process by way of quality products, services and sharing its expertise. In the 70 years of its existence, ACC has been a pioneer in the manufacture of cement and concrete and a trendsetter in many areas of cement and concrete technology including improvements in raw material utilization, process improvement, energy conservation and development of high performance concretes. 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 Super Brands of India. The company's various businesses are supported by a powerful, in-house research and technology backup facility - the only one of its kind in the Indian cement
20

industry. This ensures not just consistency in product quality but also continuous improvements in products, processes, and application areas.

ACC has rich experience in mining, being the largest user of limestone, and it is also one of the principal users of coal. As the largest cement producer in India, it is one of the biggest customers of the Indian Railways, and the foremost user of the road transport network services for inward and outward movement of materials and products. ACC has also extended its services overseas to the Middle East, Africa, and South America, where it has provided technical and managerial consultancy to a variety of consumers, and also helps in the operation and maintenance of cement plants abroad. ACC is among the first companies in India to include commitment to environmental protection as one of its corporate objectives, long before pollution control laws came into existence. The company installed pollution control equipment and high efficiency sophisticated electrostatic precipitators for cement kilns, raw mills, coal mills, power plants and coolers as far back as 1966. Every factory has state-of-the art pollution control equipment and devices. ACC demonstrates the practices of being a good corporate citizen undertaking a wide range of activities to improve the living conditions of the under-privileged classes living near its factories.

21

HISTORY & PROFILE OF ACC CEMENT WORKS

ACC was formed in 1936 when ten existing cement companies came together under one umbrella in a historic merger the countrys first notable merger at a time when the term mergers and acquisitions was not even coined. The history of ACC spans a wide canvas beginning with the lonely struggle of its pioneer F E Din Shaw and other Indian entrepreneurs like him who founded the Indian cement industry. Their efforts to face competition for survival in a small but aggressive market mingled with the stirring of a countrys nationalist pride that touched all walks of life including trade, commerce and business. The first success came in a move towards cooperation in the countrys young cement industry and culminated in the historic merger of ten companies to form a cement giant. These companies belonged to four prominent business groups Tatas, Khataus, Killick Nixon and F E Din Shaw groups. ACC was formally established on August 1, 1936. Sadly, F E Din Shaw, the man recognized as the founder of ACC, died in January 1936. Just months before his dream could be realized. ACC stands out as the most unique and successful merger in Indian business history, in which the distinct identities of the constituent companies were melded into a new cohesive organization one that has survived and retained its position of leadership in industry. In a sense, the formation of ACC represents a quest for the synergy of good business practices, values and shared objectives. The use of the plural in ACCs full name, The Associated Cement Companies Limited, itself indicates the companys origins from a merger. Many years later, some stockbrokers in the countrys leading stock exchanges still refer to this company simply as The Merger
22

The ACC Board comprises of 13 persons. These include executive, non-executive, and nominee directors. This group is responsible for determining the objectives and broad policies of the Company - consistent with the primary objective of enhancing long-term shareholder value.

The Board meets once a month. Two other small groups of directors - comprising Shareholders'/Investors' Grievance Committee and Audit Committee of the Board of Directors - also meet once a month on matters pertaining to the finance and share disciplines. During the last decade, there has been a streamlining of the senior management structure that is more responsive to the needs of the Company's prime business. A Managing Committee - comprising, in addition to the Managing Director and the two executive directors, the presidents representing multifarious disciplines: finance, production, marketing, research and consultancy, engineering and human resources meets once a week. Besides these bodies, there are senior executives and other regional managers - based at the Company's corporate office and at its marketing offices and manufacturing units -who contribute to the development and operation of the various functions. While these groups form the core management team that frames and guides corporate policy, ACC is proud of its manpower strength of about 9,000 people, who comprise experts in various disciplines assisted by a dedicated workforce of skilled persons. Quite a number of them have logged many years of service with the organization. They come from all parts of the country and belong to a variety of ethnic, cultural and religious backgrounds. Because of such a cosmopolitan make-up, ACC can rightly be said to embrace within its fold a family that forms a 'mini-India'.

23

A STRATEGIC ALLIANCE
The house of Tata was intimately associated with the heritage and history of ACC, right from its formation in 1936 up to 2000. The Tata group sold all 14.45% of its shareholdings in ACC in three stages to subsidiary companies of Gujarat Ambuja Cements Ltd. (GACL), who are now the largest single shareholder in ACC. This enabled ACC to enter into a strategic alliance with GACL; a company reputed for its brand image and cost leadership in the cement industry.

HOLCIM A NEW PARTNERSHIP

A new association was forged between ACC and The Holcim group of Switzerland in 2005. In January 2005, Holcim announced its plans to enter into long term alliances with Ambuja Group by acquiring a majority stake in Ambuja Cements India Ltd. (ACIL),which at the time held 13.8% of total equity shares in ACC. Holcim simultaneously announced its bid to make an open offer to ACC shareholders, through Holdcem Cement Pvt. Ltd. and ACIL, to acquire a majority shareholding in ACC. An open offer was made by Holdcem Cement Pvt. Ltd. along with ACIL, following which the shareholding of ACIL increased to 34.69% of Equity share capital of ACC. Consequently, ACIL has filed declarations

indicating their shareholding and declaring itself as a promoter of ACC. Holcim is the world leader in cement as well as being large supplier of concrete, aggregates and certain construction related services. Holcim is also a respected name in information technology and research and development. The group has its headquarters in Switzerland with worldwide operations spread across more than 70 countries. Considering the formidable global presence of Holcim and its excellent reputation, the broad of ACC has welcomed this new associati
24

PLANTS & THEIR CAPACITY

S. No. 1 Units Bargarh State Bargarh Cement Works Capacity (MTPA) 0.96

Chaibasa

Chaibasa Cement Works

0.87

Chanda

Chanda Cement Works

1.00

Damodhar

Damodar Cement Works

0.53 4.40 (Gagal I and II)

Gagal

Gagal Cement Works

Jamul

Jamul Cement Works

1.58

Kymore

Kymore Cement Works

2.20

Lakheri

Lakheri Cement Works

1.50

Madukkarai

Madukkarai Cement Works

0.96

10

Sindri

Sindri Cement Works

0.91

11

Wadi

Wadi Cement Works

2.59

12

New Wadi Plant

Wadi Cement Works

2.60

Tikaria Cement Grinding and Packing 13 Tikaria Plant 2.31

25

OLD VISION OF ACC

26

NEW VISION

27

MISSION OF ACC

Leadership

Maintain our leadership of the Indian cement industry through the continuous modernization and expansion of our manufacturing facilities and activities, and through the establishment of a wide and efficient marketing network.

Profitability

Achieve a fair and reasonable return on capital by promoting productivity throughout the company. Ensure a steady growth of business by strengthening our position in the cement sector. Maintain the high quality of our products and services and ensure their supply at fair prices. Promote and maintain fair industrial relations and an environment for the effective involvement, welfare and development of staff at all levels.

Growth

Quality

Equity

Pioneering

Promote research and development efforts in the areas of product development and energy, and fuel conservation, and to innovate and optimize productivity.

Responsibility

Fulfill our obligations to society, specifically in the areas of integrated rural development and in safeguarding the environment and natural ecological balance.

28

MILESTONES OF ACC LIMITED

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.

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.

29

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.

30

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

31

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 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.

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.

32

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

33

listed on the London Stock Exchange.

2004 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.

34

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.

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

35

2007 Sumant Moolgaokar Technical Institute completes 50 years and reopens with new curriculum

2007 ACC commissions Wind energy farm in Tamil Nadu.

ACC was the first recipient of ASSOCHAMs first ever National Award for outstanding performance in promoting rural and agricultural development activities in 1976. Decades later, PHD Chamber of Commerce and Industry selected ACC as winner of its Good Corporate Citizen Award for the year 2002. Over the years, there have been many awards and felicitations for achievements in Rural and community development, Safety, Health, Tree plantation, A forestation, Clean Mining, Environment Awareness and Protection.

36

MAP OF ACC NETWORK

CORPORATE OFFICE Overseeing the companys rang of business; the Corporate Office is the central head quarters of all business and human resource function located in Mumbai.

ACC SUBSIDIARIES

1. Bulk Cement Corporation India Ltd (BCCI) 2. ACC Machinery Company Ltd (AMCL) 3. ACC Nihon Casting Ltd (ANCL CEMENT PLANT

1. Bargarh Cement Works 2. Chaibasa Cement Works 3. Chanda Cement Works 4. Damodar Cement Works 5. Jmul Cement Works 6. Gagal Cement Works 7. Kymore Cement Works 8. Lakheri Cement Works 9. Madhukkarai Cement Works 10.Mancherial CEMENT Works 11.Sindri Cement Works 12.Wadi Cement Works 13.Tikaria Cement Works

37

REGIONAL MARKETING OFFICE Bangalore Bhopal Chndigarh Coimbatore Kanpur Kolkata Mumbai New Dehpatna Pune Secunderabad

AREA OFFICE Allahabad Asansol Aurangabad Bellary Cochin Chennai Fazabad Gulbarga Guwahati Jammu Bhubaneshwar Jalandhar Kochi Kozhikode
38

 Kolhapur Lucknow Mangalore Nagpur Patiala Raipur Shimla Vellore

39

DHANBAD, SINDRI ACC

THE ASSOCIATED CEMENT COMPANIES LIMITED SINDRI CEMENT WORKS, SINDRI, DHANBAD, JHARKHAND

UNIT PROFILE Sindri Cement Works, a part of The Associated Cement Companies Limited, is the manufacturer of Blended Cement (Portland Slag Cement) in the name of ACC Super. The total annual sales turnover of the works for the financial year 2003-2004 is Rs. 21486 Lakhs. It is situated in Sindri, Dist. Dhanbad in Jharkhand state. It is an ISO 9001 & ISO 14001 certified unit. It got ISO 9001 certificate in February 2000 and ISO 14001 certificate in July 2002.

PRODUCT (CEMENT): 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. In 1964, a centralized research facility the Central Research Station (CRS) was established in Thane. The research complex now renamed as ACC Thane Complex, spread over an area of 8000 sq m has modern labs with the latest equipment and manned by highly qualified scientists and technologists who carry out product development work in cement and allied fields.

40

ACC has effectively pledged its reputation as the market leader in 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. Trained engineers, chemists and technicians staff these. The Central Laboratory at ACC Thane Complex is used as a reference laboratory for diagnosis and resolving specific trouble shooting cases. As a result of this focus on quality, ACC cement specification exceeds those set by BIS by wide margin. Today, all ACC cements 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.

ACC manufactures the following types of cement, in addition to which, it provides Bulk Cement and Ready Mix Concrete. ORDINARY PORTLAND CEMENTS

OPC 43 Grade

BLENDED CEMENTS

Fly-ash based Portland Pozzolana Cement

41

ORDINARY PORTLAND CEMENT 43 GRADE CEMENT ACC Cement is the most commonly used cement in all constructions including plain and reinforced cement concrete, brick and stone masonry, floors and plastering. It is also used in the finishing of all types of buildings, bridges, culverts, roads, water retaining structures, etc. What is more, it surpasses BIS Specifications (IS 8112-1989 for 43 grade OPC) on compressive strength levels. ACC Cement is marketed in specially designed 50 kg bags.

SWOT ANALYSIS OF ACC CEMENT

STRATEGY IS A PATTERN IN A SERIES OF DECISIONS OR ACTIONS. - HENRY MINTZBERG (1994)

42

SWOT Analysis explores the relationship between the environmental Influences and the strategic capabilities of an organization compared to its Competitors. The importance of SWOT is revealed by the value of the Strategies it generates. A SWOT item that generates no strategies is not Important.

STRENGTHS It is having a good image and brand loyalty among consumers. Service is good Dhalai karne ke liye people ask for ACC Perceived to be of very superior quality cement when compared to others Selling form the very first day the shop came in to being & sells easily They have same price prevailing for wholesale at dealers/stockiest retailers end. WEAKNESS The competitors are doing much promotional activity rather than ACC Limited Thats why it facing more problems in selling of product in the market. Lack of awareness program for consumers.

OPPORTUNITY Rapid growth is taking place in Bihar and Madhya Pradesh. People are opting for more stable structures and intensive use of cement is taking place, even government is spending heavily on infrastructure projects. Thus, this is the right time to fully tap these markets.
43

 As Indian core industry is also growing at rate of nearly 10% per annum,it is having a good future. Foreign direct investment in infrastructure sector going to increase in coming years, which will increase the demand of cement. Roads are undergoing through the transformation process through which the traditional method of road building will be replaced by modern concrete roads.

THREATS: Large number of players in cement industry makes it more competitive for ACC to carefully price its product and at the same time satisfy its dealers and customers. Players such as Jaypee Cement, Prism Cement, and Birla Samrat are eating up considerable market share. Due to Indias exponential growth many new international cement companies are expected in coming years which will bring a tide of change and can start price war. The emergence of small players in this market may increase the competition and Start the malpractices, and heavy discounts to retailers. They can also influence many retailers by giving better profit margin, and Other Benefits.

44

INTRODUCTION OF TOPIC

CONSUMER BUYING BEHAVIOR &THEIR PERCEPTION WHILE CHOOSING SPECIFIC BRAND OF CEMENT Perception Perception is the most important cognitive process. Cognition is basically a bit to information & cognitive process involve the ways in which people process that information. People after see the same phenomenon differently both within the organization context or outside the organization for example when there is any accident in the factory, the supervisor may treat it as the carelessness of workers while the workers may treat it as the high headedness of management and lack of adequate provisions of security measures. Thus the situation remaining the same, causes have been assigned differently by different group of person.

WHAT IS PERCEPTION? According to Robbins Perception may be defined as a process by which individual organize and interpret their sensory in order to give meaning to their environment. Perception is cognitive process, which involves the (organization) selecting, organizing & interpreting the stimulus or attaching meaning to the events happening in the environment. Sensation and Perception Sensation may be described as the response of a physical sensory organ. The physical senses are vision, learning, touch, small on taste.

45

Perception is something more than sensation. It correlates, integrates and comprehends diverse sensations and information from many organs of the body by means of which a person identifies things and objects.

Features of perception

It is intellectual process: - Through which a person selects the data from environments, organize it & obtains meaning from it. Perception is basic cognition or psychological process: The manner in which a person perceives the environments affects his behavior. It is a physical as well as psychological process: In which peoples action, emotions, thoughts or feelings are triggered by the perception of their surroundings. It is a subjective process: - Different people may perceive the same environmental events differently base on what particular aspects of situations they choose to absorb, how they organize this information and the manner in which they interpret it to obtain the group of situations. Perceptual process Perceptual Process has two methods: 1. SIMPLIFIED PROCESS OF PERCEPTION 2. COMPLEX PROCESS OF PERCEPTION

SIMPLIFIED PROCESS It consisting of several simple process. We can take an input through put output approach to understand the dynamics of Perceptual Process.

46

Perceptual Input Stimuli

Perceptual through puts

Perceptual Outputs

Receiving Interpreting

----Selecting---Organizing--- Actions

COMPLEX PROCESS Then approach emphasize that there is impact which is processed and gives outputs. It does not present the whole factors, which go in Input, Throughput and Output process.
Characteristic of Input or Stimuli

Perceptual Input Objects Events People

Perceptual Mechanism Selection interpretation Organizing

Perceptual Output Attitudes Opinions Feelings Values

Beha vior

Characteristic of the situations

Characteristic of the Percives

PERCEPTUAL PROCESS Perception is a process consisting of several sub process. We can take an input throughput output approach to understand the dynamics of the perceptual process. This approach emphasis that there is input which is processed and gives output.
47

(A) PERCEPTUAL INPUTS: Perceptual inputs in the form of stimuli are not the part of actual perceptual process through these is necessary for the occurrence of perception. Stimuli may be in the form of objects, events or people. Then, everything in the setting where events occur can be termed as a perceptual input.. (B) PERCEPTUAL MECHANISM:Perceptual mechanism involves three elements selection of stimuli, organization of stimuli and interpretation of stimuli. Selection of stimuli: - After receiving the stimuli from the environment, some are selected for further processing while others are screamed out because it is not possible for a person to select all stimuli which he sees in the environment. Organization of output: - After the stimuli are received, these are organized in some form in order to make sense out of that. The various forms of organizing stimuli are figure ground perceptual grouping, simplification and closure. Interpretation of stimuli: - After the perceptual input that have organized will have to be interpreted by the receiver so that he can sense and extract some meaning of what is going on in the situation.

Perceptual Output Based on perceptual mechanism, which ends with interpretation of stimuli, perceptual outputs emerge. Those output may be inform of covert actions like development of attitudes, opinions, beliefs, impression about the stimuli under consideration.

48

COMPONENTS OF PERCEPTION

Perception is a process of sensory organs. The mind gets information through the five sense organs, viz. the eyes, ears, nose, tongue and skin. The perception starts with awareness of these stimuli recognizing these stimuli takes place only after paying attention to them. These messages are then translated into action and behavior. The major components of perception are: STIMULI: The receipt of information is the stimulus which results in sensation. Knowledge and behavior depends on senses and their stimulation ATTENTION: Stimuli are selectively attended to by people. Some of the stimuli are reacted to while others are ignored without being paying any attention. The stimuli that are paid attention depend purely on the peoples selection capacity and the intensity of stimuli. RECOGNITION: After paying attention to the stimuli, the person try to recognize whether the stimuli are worth realizing. The message or incoming stimuli are recognized before they are transmitted into behavior. TRANSLATION: The stimuli are evaluated before being converted into action or behaviour. The evaluation process is transmission. The perception process is purely mental before it is converted into action. The conversion is translation. BEHAVIOUR : Behavior is the outcome of the cognitive process. It is a response to change in sensory inputs i.e. stimuli. It is an overt and covert response. Perceptual behavior is not influenced by reality, but is a result of the perception process of the individual, his learning and personality, environmental factors and other internal and external factors at work place. PERFORMANCE: Proper behavior leads to higher performance. Higher performance becomes a source of stimuli and motivation to other employees. A performance reward relationship is established to motivate people.
49

SATISFACTION: Higher performance gives more satisfaction. The level of satisfaction is calculated with the difference and expectation. It is essential to understand factors that influence the perceptual process and mould employees behaviour towards the corporate objectives and self satisfaction.

CUSTOMER PERCEPTION ABOUT CEMENT PURCHASING

Individual act and react on the basis of their perception, not on the basis of objective reality. For each individual, reality is a totally personal phenomenon, based on that persons needs, wants, values and personal experiences. Thus, to marketer, consumers perceptions are much more important than their knowledge of objective reality. For if one thinks about it, its not what actually so is, but what consumer thinks is so, that affects their actions, their buying habits, their leisure habits, and so forth. And, because individuals make decisions and take action based on what they perceive to be reality, it is important that marketers understand the whole notion of perception and its related concepts to more readily determine what factors influences customers to buy. Knowledge of the principles that influence our perception and in interpretation of the world enables astute marketers to develop advertisements that have a better-than-average chance of being seen and remembered by their target consumers. PURCHASING DECISION In the evaluation stage, the consumer forms preferences among the brands in the choice set. However, two factors can intervene between the purchase intentions on the purchase decision. The first factor is the attitudes of others. The extent to which another persons attitudes reduce ones preferred alternative depends on two things:50

The intensity of the other persons negative attitude towards the consumers preferred alternative. The consumers motivation to comply with the other person wishes. The second factor is unanticipated situational factor that may erupt to change the purchase intention. In executing a purchase intention, the consumer may make up to five purchase sub decisions a brand decision (brand A), vendor decision (dealer 2), quantity decision cone computer, timing decision (weakened) and payment method decision credit card. POST PURCHASE BEHAVIOR: After purchase the product, the consumer will experience some level of satisfaction or dissatisfaction. The marketers job does not end when the product is bought. POST PURCHASE SATISFACTION: The buyers satisfaction is a function of closeness between the buyers expectations on the products perceived performance.

POST PURCHASE ACTIONS: The consumers satisfaction or dissatisfaction with the product will influence subsequent behavior.

CONSUMER BUYING BEHAVIOUR

Consumer buying behavior is the study of when, why, how, and where people do or do not buy Product, It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual
51

consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009). Belch and Belch define consumer behaviour as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.'

52

BLACK BOX MODEL

ENVIRONMENTAL FACTORS Marketing Stimuli Product Price Place Promotion Environmental Stimuli Economic Technological Political Cultural Demographic Natural

BUYER'S BLACK BOX

BUYER'S RESPONSE

Buyer Characteristics Attitudes Motivation Perceptions Personality Lifestyle Knowledge

Decision Process Problem recognition Information search Alternative evaluation Purchase decision Postpurchase behaviour Product choice Brand choice Dealer choice Purchase timing Purchase amount

53

The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviourism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus is given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer. INFORMATION SEARCH Once the consumer has recognized a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search. SOURCES OF INFORMATION INCLUDE:

Personal sources Commercial sources Public sources Personal experience

54

The relevant internal psychological process that is associated with information search is perception. Perception is defined as 'the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world' THE SELECTIVE PERCEPTION PROCESS Stage Description Selective exposure consumers select which promotional messages they will expose themselves too. Selective attention consumers select which promotional messages they will pay attention too. Selective comprehension consumer interprets messages in line with their beliefs, attitudes, motives and experiences. Selective retention consumers remember messages that are more meaningful or important to them. The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand. INFORMATION EVALUATION At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are

55

seeking and therefore which attributes are most important in terms of making a decision. PURCHASE DECISION Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organisation can use variety of techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration.Once the integration is achieved; the organisation can influence the purchase decisions much more easily. POSTPURCHASE EVALUATION It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as cognitive dissonance. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision. it is not effected by advertisement.

56

INTERNAL INFLUENCES Consumer behaviour is influenced by: demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. Consumer behaviour concern with consumer need consumer actions in the direction of satisfying needs leads to his behaviour of every individual depend on thinking process. EXTERNAL INFLUENCES Consumer behaviour is influenced by: culture,sub-culture, locality, royalty, ethnicity, family, social class, reference groups, lifestyle, and market mix factors.

FACTORS INFLUENCING THE BEHAVIOUR OF BUYERS.

Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups? Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO) . These factors will influence their purchase behaviour however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behaviour. So they can be simply a band like the Spice Girls or your
57

immediate family members. Opinion leaders are those people that you look up to because your respect their views and judgements and these views may influence consumer decisions. So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behaviour; do consumers have a secure job and a regular income to spend on goods? Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. Peoples social status will also impact their behaviour. What is their role within society? Are they Actors? Doctors? Office worker ? and mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children, the type of job may mean you need to purchase formal clothes, the income which is earned has an impact. The lifestyle of someone who earns 250000 would clearly be different from someone who earns 25000. Also characters have an influence on buying decision. Whether the person is extrovert (outgoing and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made.

58

TYPES OF BUYING BEHAVIOUR.

There are four typical types of buying behaviour based on the type of products that intends to be purchased. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. Habitual buying behaviour is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings! Dissonance reducing buying behaviour is when buyer is highly involved with the purchase of the product, because the purchase is expensive or infrequent. There is little difference between existing brands an example would be buying a diamond ring, there is perceived little difference between existing diamond brand manufacturers.

59

NEED OF THE STUDY

1. To know the general opinion of the customers about the ACC cements. 2. To know the opinion of the customers about the customer service rendered by agencies. 3. To know the effectiveness of the service provided by the ACC in comparison with other Brand. 4. To know whether the service provided by the agency is satisfactory or not. 5. To know whether the service provided by the ACC is improving in the recent years.

60

SCOPE OF THE STUDY

The scope of this report is restricted to the study of consumer Buying behaviour and Perception regarding marketing of ACC Cement in Dhanbad City. This report includes the efforts that have been taken up by the ASSOCIATED CEMENT COMPANIES LIMITED to improve the quality and sales and also the efforts that have been taken up by ACC DHANBAD to increase the sales of ACC cement in Dhanbad city.

61

LIMITATION OF THE STUDY

1. Study conductive was not exhaustive but time & place was a major constraint. . 2. It is assumed that information given by respondent is authentic and to the best of their knowledge.

3. People approached were busy due to work overload, lack of time or market tension. Sometime these were lack of cooperation from this side and thus kept away from filling of questionnaire.

4. The study was conducted in Dhanbad city hence the result does not represent the whole state and does leads toward inductive generalization.

5. Data collection was based on survey so it has certain % of error as respondent might have replied on biased manner.

62

CHAPTER 2

LITERATURE REVIEW

63

LITERATURE REVIEW ON CONSUMER BUYING BEHAVIOR & THEIR PERCEPTION WHILE CHOSING SPECIFIC BRAND OF CEMENT

CONSUMER BUYING BEHAVIOR Personality characteristics impact consumer behavior because they shape the way in which consumers respond to messages at a given time. This response changes minute to minute based upon the unique characteristics of the target consumer and their ongoing life experience. The online environment presents a vast opportunity for companies to interact with consumers on a personal, customized level. Individual differences are an important aspect of this interaction as they provide insight into how people with varying levels of experience with the online environment respond to interactive persuasion techniques. Fries tad and Wright (1994), in their presentation of the PKM, posit that the effectiveness of advertising persuasion techniques depends upon the level of persuasion expertise each individual possesses. In an online environment, measurement of this effect can be achieved by looking at user experience levels, self efficacy, and number of hours spent online. General knowledge gleaned from the PKM dictates that consumers with more experience in the online environment will be better at coping with persuasion techniques therein, such as open, visually rhetorical advertisements.

An individual's need for cognition refers to their motivation to engage in meaningful cognitive thought or undertaking. A consumer's need for cognition will impact
64

their ability to deal with tasks and social settings, such as responding to advertising messages or calls to action. This applies directly to the concept of open, visually rhetorical advertising because such messages require a higher cognitive processing load to be understood and learned. Although need for cognition was not found to impact interpretations of open advertisements in the 2004 Ketelaar et al. study, it is still an interesting variable that can be effectively measured and manipulated for this type of research endeavor. (Ketelaar et al., 2004) Additionally, cognitive response, and the need therein serve an important part in the development of brand attitudes within a target consumer. This concept was elaborated upon by McGinnis and Jaworski (1989) in their seminal piece regarding information processing in advertising: "Cognitive and emotional responses related to imagined product consumption experiences are the strongest determinants of brand attitude." (MacInnis & Jaworski, 1989)

As shown, need for cognition is linked to the development of brand attitude in consumers. When examined in terms of its relationship to time spent processing online, visually rhetorical advertising, need for cognition could prove to be an interesting differentiator within the sample group. In addition to need for cognition, an internal motivation toward the product being advertised should be apparent within driven consumers. This motivation helps push the consumer toward unraveling the visual riddle presented in an open advertisement.

Type of motivation, either utilitarian ("goal-oriented") or hedonic ("expressive"), is a diverse and interesting factor to analyze across consumer groups. As shown in research undertaken by Phillips (2000), consumers with utilitarian, goal-oriented motivations are keen on evaluating product attributes and
65

therefore less likely to be attracted to open advertisements. Consumers with hedonic or "expressive" goals are more likely to seek out the entertainment value in the open advertisement. (Phillips, 2000) To further support this stance, Huang (2003), in his online study of websites, found that level of attention in consumers is most linked to utilitarian design while both control and interest are linked to hedonic performance measures. Liu, et al (2002), based on their online research, concluded that higher levels of active control within consumers resulted in being geared towards more utilitarian, goal-based website designs. As shown in these studies, motivation is an individual difference worth characterizing. Type of consumer motivation is extremely important when analyzing online consumer behavior as it helps categorize amongst user groups, across sites. In past studies, level of interactivity has also had an impact on type of motivation and need for cognition. The following section will review this important research area.

PERCEPTION

In philosophy, psychology, and cognitive science, perception is the process of attaining awareness or understanding of sensory information. The word "perception" comes from the Latin words perceptio, percipio, and means "receiving, collecting, action of taking possession, apprehension with the mind or senses. Perception is one of the oldest fields in psychology. The oldest quantitative law in psychology is the Weber-Fechner law, which quantifies the relationship between the intensity of physical stimuli and their perceptual effects. The study of perception gave rise to the Gestalt school of psychology, with its emphasis on holistic approach.
66

What one perceives is a result of interplays between past experiences, including ones culture, and the interpretation of the perceived. If the percept does not have support in any of these perceptual bases it is unlikely to rise above perceptual threshold. TYPES Two types of consciousness are considerable regarding perception: phenomenal (any occurrence that is observable and physical) and psychological. The difference everybody can demonstrate to him- or herself is by the simple opening and closing of his or her eyes: phenomenal consciousness is thought, on average, to be predominately absent without sight. Through the full or rich sensations present in sight, nothing by comparison is present while the eyes are closed. Using this precept, it is understood that, in the vast majority of cases, logical solutions are reached through simple human sensation. The analogy of Plato's Cave was coined to express these ideas. Passive perception (conceived by Ren Descartes) can be surmised as the following sequence of events: surrounding input (senses) processing (brain) output (re-action). Although still supported by mainstream philosophers, psychologists and neurologists, this theory is nowadays losing momentum. The theory of active perception has emerged from extensive research of sensory illusions, most notably the works of Richard L. Gregory. This theory, which is increasingly gaining experimental support, can be surmised as dynamic relationship between "description" (in the brain) senses surrounding, all of which holds true to the linear concept of experience.

67

PERCEPTION AND REALITY In the case of visual perception, some people can actually see the percept shift in their mind's eye. Others, who are not picture thinkers, may not necessarily perceive the 'shape-shifting' as their world changes. The 'esemplastic' nature has been shown by experiment: an ambiguous image has multiple interpretations on the perceptual level. The question, "Is the glass half empty or half full?" serves to demonstrate the way an object can be perceived in different ways. Just as one object can give rise to multiple percepts, so an object may fail to give rise to any percept at all: if the percept has no grounding in a person's experience, the person may literally not perceive it. The processes of perception routinely alter what humans see. When people view something with a preconceived concept about it, they tend to take those concepts and see them whether or not they are there. This problem stems from the fact that humans are unable to understand new information, without the inherent bias of their previous knowledge. A persons knowledge creates his or her reality as much as the truth, because the human mind can only contemplate that to which it has been exposed. When objects are viewed without understanding, the mind will try to reach for something that it already recognizes, in order to process what it is viewing. That which most closely relates to the unfamiliar from our past experiences, makes up what we see when we look at things that we dont comprehend. This confusing ambiguity of perception is exploited in human technologies such as camouflage, and also in biological mimicry, for example by European Peacock butterflies, whose wings bear eye markings that birds respond to as though they
68

were the eyes of a dangerous predator. Perceptual ambiguity is not restricted to vision. For example, recent touch perception research Robles-De-La-Torre & Hayward 2001 found that kinesthesia based haptic perception strongly relies on the forces experienced during touch. Cognitive theories of perception assume there is a poverty of stimulus. This (with reference to perception) is the claim that sensations are, by themselves, unable to provide a unique description of the world. Sensations require 'enriching', which is the role of the mental model. A different type of theory is the perceptual ecology approach of James J. Gibson. Gibson rejected the assumption of a poverty of stimulus by rejecting the notion that perception is based in sensations. Instead, he investigated what information is actually presented to the perceptual systems. He and the psychologists who work within this paradigm detailed how the world could be specified to a mobile, exploring organism via the lawful projection of information about the world into energy arrays. Specification is a 1:1 mapping of some aspect of the world into a perceptual array; given such a mapping, no enrichment is required and perception is direct perception. Preconceptions can influence how the world is perceived. For example, one classic psychological experiment showed slower reaction times and less accurate answers when a deck of playing cards reversed the color of the suit symbol for some cards (e.g. red spades and black hearts). There is also evidence that the brain in some ways operates on a slight "delay", to allow nerve impulses from distant parts of the body to be integrated into simultaneous signals.

69

THE ROLE OF RISK IN CONSUMER BEHAVIOR

James W. Taylor The Journal of Marketing, Vol. 38, No. 2 (Apr., 1974), pp. 54-60 (article consists of 7 pages)

Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1250198 ABSTRACT It was once said that there is nothing so useful as a theory that works. Understanding the role of risk in consumer behavior may provide the basis for combining consumer behavior theory with marketing management action.

THE ROLE OF BEHAVIORAL MIND-SETS IN GOAL-DIRECTED ACTIVITY: CONCEPTUAL UNDERPINNINGS AND EMPIRICAL EVIDENCE

Journal of Consumer Psychology, Volume 20, Issue 2, April 2010, Pages 107-125 Robert S. Wyer Jr and Alison Jing Xu ABSTRACT The cognitive and motor behavior that people perform in the course of pursuing a goal can induce a mind-set that persists to influence the strategy they use to attain very different goals in unrelated situations. Although the strategies governed by a mind-set are typically applied consciously and deliberately, they are performed without awareness of the reasons for their selection. Research in both social psychology and consumer behavior exemplifies the impact of mind-sets on comprehension, judgments, and decision making, thus providing evidence of the scope and diversity of their effects.
70

STRUCTURAL COMPARISON AND CONSUMER CHOICE

Journal of Consumer Psychology, Volume 20, Issue 2, April 2010, Pages 126-137 Arthur B. Markman and Jeffrey Loewenstein ABSTRACT Psychological research has demonstrated important parallels between the structural alignment process involved in judgments of similarity and the processes that are involved in analogical reasoning. Gradually, this work on comparisons was applied to consumer choice. In this paper, we review the influence of structural alignment on choices among a set of options. Then, we discuss extensions of this work to comparative advertising and to the role of analogy in marketing communication. Finally, we discuss important extensions to structural alignment suggested by this work such as the key role that affect plays in comparisons made during the choice process.

PROCESSING PRODUCT UNIQUE FEATURES: ALIGNABILITY AND INVOLVEMENT IN PREFERENCE CONSTRUCTION Journal of Consumer Psychology, Volume 11, Issue 1,2001, Pages 13-27 Shi Zhang, Arthur B. Markman

ABSTRACT Consumers often form preferences based on the presented attributes of choice options. Previous research has suggested that consumers tend to form their preferences using the attributes that are related to common aspects between the options (i.e., alignable differences) and ignore attributes that are unique to individual options (i.e., nonalignable differences). We combine cognitive
71

psychology and motivation research from social psychology and propose that consumers preference formation can be systematically affected by whether they focus more on alignable differences or more on nonalignable differences of the options as a function of consumers involvement with the task. The results of 3 experiments show that preference judgment favors alignable differences over nonalignable differences in a low-motivation condition. In contrast, high motivation to process information enables consumers to increase their use of nonalignable differences in preference formation, which can result in a preference reversal relative to the low-motivation condition. The results suggest that a preference reversal occurs when the nonalignable differences of the target option are superior to both the nonalignable differences and the alignable differences of the reference option. However, the reversal does not occur when the nonalignable differences of the target option are superior only to the nonalignable differences of the reference option. Theoretical and managerial implications relating to differentiation, positioning, and communication strategies for innovative brands are discussed.

SPLITTING THE DIFFERENCES: A STRUCTURAL ALIGNMENT VIEW OF SIMILARITY Journal of Memory and Language, Volume 32, Issue 4,August 1993, Pages 517535 Markman A. B., Gentner D.

ABSTRACT The similarity of a pair increases with its commonalities and decreases with its differences (Tversky, 1977,Psychological Review, 79(4), 281-299). This research addresses how the commonalities and differences of a pair are determined. We
72

propose that comparisons are carried out by an alignment of conceptual structures. This view suggests that beyond the commonality-difference distinction, there is a further distinction between differences related to the common structure (alignable differences), and differences unrelated to the common structure (nonalignable differences). In two experiments, subjects were asked to list commonalities and differences of word pairs and/or to rate the similarity of these pairs. Three predictions for this task follow from the structural alignment view: (1) pairs with many commonalities should also have many alignable differences, (2) commonalities and alignable differences should tend to be conceptually related, and (3) alignable differences should outnumber nonalignable differences. The data support the structural alignment proposal. The implications of these findings for theories of similarity and of cognitive processes that involve similarity are discussed.

TRANSFORMATION AND ALIGNMENT IN SIMILARITY Cognition, Volume 113, Issue 1, October 2009, Pages 62-79 Carl J. Hodgetts, Ulrike Hahn, Nick Chater

ABSTRACT This paper contrasts two structural accounts of psychological similarity: structural alignment (SA) and Representational Distortion (RD). SA proposes that similarity is determined by how readily the structures of two objects can be brought into alignment; RD measures similarity by the complexity of the transformation that distorts one representation into the other. We assess RD by defining a simple coding scheme of psychological transformations for the experimental materials. In two experiments, this concrete version of RD provides compelling fits of the data and compares favourably with SA. Finally, stepping back from particular
73

models, we argue that perceptual theory suggests that transformations and alignment processes should generally be viewed as complementary, in contrast to the current distinction in the literature. COMPARISON IN THE DEVELOPMENT OF CATEGORIES Cognitive Development, Volume 14, Issue 4, October-December 1999, Pages 487513 Dedre Gentner, Laura L. Namy

ABSTRACT Recent research on children's word learning has led to a paradox. Although word learning appears to be a deep source of insight into conceptual knowledge for children, preschoolers often categorize objects on the basis of shallow perceptual features such as shape. The current studies seek to resolve this discrepancy. We suggest that comparing multiple instances of a category enables children to extract deeper relational commonalities among category members. We examine 4-yearolds' categorization behaviors when asked to select a match for a target object (e.g., an apple) between a perceptually similar, out-of-kind object (e.g., a balloon) and a perceptually different category match (e.g., a banana). Children who learn a novel word as a label for multiple instances of the category are more likely to select the category match over the perceptual match. Children who learn a label for only one instance are equally likely to select either alternative. This effect is present even when individual target instances are more perceptually similar to the perceptual choice than to the category choice. We conclude that structural alignment processes may be important in the development of category understanding.

74

SIMILARITY AND THE DEVELOPMENT OF RULES Cognition, Volume 65, Issues 2-3, January 1998, Pages 263-297 Dedre Gentner, Jos Medina ABSTRACT Similarity-based and rule-based accounts of cognition are often portrayed as opposing accounts. In this paper we suggest that in learning and development, theprocess of comparison can act as a bridge between similarity-based and rulebased processing. We suggest that comparison involves a process of structural alignment and mapping between two representations. This kind of structuresensitive comparison process which may be triggred either by experiential or symbolic juxtapositions has a twofold significance for cognitive development. First, as a learning mechanism, comparison facilitates the grasp of structural commonalities and the abstraction of rules; and, second, as a mechanism for the application and extension of previously acquired knowledge, comparison processes facilitate the application of abstract knowledge to new instances.

STRUCTURAL COMPARISON AND CONSUMER CHOICE Journal of Consumer Psychology, Volume 20, Issue 2, April 2010, Pages 126-137 Arthur B. Markman, Jeffrey Loewenstein

ABSTRACT Psychological research has demonstrated important parallels between the structural alignment process involved in judgments of similarity and the processes that are involved in analogical reasoning. Gradually, this work on comparisons was applied
75

to consumer choice. In this paper, we review the influence of structural alignment on choices among a set of options. Then, we discuss extensions of this work to comparative advertising and to the role of analogy in marketing communication. Finally, we discuss important extensions to structural alignment suggested by this work such as the key role that affect plays in comparisons made during the choice process.

How successful would a phone-pillow be: Using dual process theory to predict the success of hybrids involving dissimilar products Journal of Consumer Psychology, Volume 19, Issue 4, October 2009, Pages 652-660 Michael Gibbert, David Mazursky ABSTRACT Drawing on dual process theory from psycholinguistics, results reveal that, in order for respondents to develop preferences for hybrids from dissimilar categories the products underlying the hybrid need to be structurally aligned based on links between individual functions, and that these links also need to be situated in concrete consumer goals (study 1). In addition, it was found that category similarity interacts with these two factors (study 2). Specifically, prompting the potential consumer to think about structural alignment and consumer goals increased the success of hybrids made up of dissimilar products, but decreased the success of hybrids involving similar products.

76

PROPORTIONAL REASONING AS A HEURISTIC-BASED PROCESS: TIME CONSTRAINT AND DUAL TASK CONSIDERATIONS Experimental Psychology, Volume 56, Issue 2, 2009, Pages 92-99 Ellen Gillard, Wim Van Dooren, Walter Schaeken, Lieven Verschaffel

ABSTRACT The present study interprets the overuse of proportional solution methods from a dual process framework. Dual process theories claim that analytic operations involve time-consuming executive processing, whereas heuristic operations are fast and automatic. In two experiments to test whether proportional reasoning is heuristic-based, the participants solved proportional problems, for which proportional solution methods provide correct answers, and nonproportional problems known to elicit incorrect answers based on the assumption of proportionality. In Experiment 1, the available solution time was restricted. In Experiment 2, the executive resources were burdened with a secondary task. Both manipulations induced an increase in proportional answers and a decrease in correct answers to nonproportional problems. These results support the hypothesis that the choice for proportional methods is heuristic-based. .

77

RECOLLECTION AND FAMILIARITY IN RECOGNITION MEMORY: EVIDENCE FROM ROC CURVES Journal of Memory and Language, Volume 55, Issue 4,November 2006, Pages 495-514 Andrew Heathcote, Frances Raymond, John Dunn

ABSTRACT Does recognition memory rely on discrete recollection, continuous evidence, or both? Is continuous evidence sensitive to only the recency and duration of study (familiarity), or is it also sensitive to details of the study episode? Dual process theories assume recognition is based on recollection and familiarity, with only recollection providing knowledge about study details. Single process theories assume a single continuous evidence dimension that can provide information about familiarity and details. We replicated list (Yonelinas, 1994) and plural (Rotello, Macmillan, & Van Tassel, 2000) discrimination experiments requiring knowledge of details to discriminate targets from similar non-targets. We also ran modified versions of these experiments aiming to increase recollection by removing nontargets that could be discriminated by familiarity alone. Single process models provided the best trade-off between goodness-of-fit and model complexity and dual process models were able to account for the data only when they incorporated continuous evidence sensitive to details.

78

INDIVIDUAL DIFFERENCES IN THE PERCEPTION OF SIMILARITY AND DIFFERENCE Cognition, Volume 108, Issue 3, September 2008, Pages 781-795 Sabrina Simmons, Zachary Estes

ABSTRACT Thematically related concepts like coffee and milk are judged to be more similar than thematically unrelated concepts like coffee and lemonade. We investigated whether thematic relations exert a small effect that occurs consistently across participants (i.e., a generalized model), or a large effect that occurs inconsistently across participants (i.e., an individualized model). We also examined whether difference judgments mirrored similarity or whether these judgments were, in fact, non-inverse. Five studies demonstrated the necessity of an individualized model for both perceived similarity and difference, and additionally provided evidence that thematic relations affect similarity more than difference. Results suggest that models of similarity and difference must be attuned to large and consistent individual variability in the weighting of thematic relations.

STIMULUS COMPETITION IN PRE/POST AND ONLINE RATINGS IN AN EVALUATIVE LEARNING DESIGN Learning and Motivation, Volume 41, Issue 2, May 2010,Pages 84-94 Helena M. Purkis, Ottmar V. Lipp

Abstract Evaluative learning is said to differ from Pavlovian associative learning in that it reflects stimulus contiguity, not contingency. Thus, evaluative learning should not be subject to stimulus competition, a proposal tested in the current experiments.
79

Participants were presented in elemental and compound training phases with pictures of shapes as CSs. Each shape/pair of shapes was followed by a picture of a happy or an angry face as the US. In Experiments 1 and 2, evaluative ratings were collected before and after the experiment, and, in Experiment 3, participants provided evaluations online. Stimulus competition was evident in all experiments confirming that evaluative learning is sensitive to stimulus contingencies.

ATTRIBUTIVE AND RELATIONAL PROCESSES IN NOMINAL COMBINATION Journal of Memory and Language, Volume 48, Issue 2,February 2003, Pages 304319 Zachary Estes ABSTRACT The dual process theory of nominal (nounnoun) combination posits a relational process, in which a relation between concepts is inferred, as well as an attributive process, in which a property of one concept is attributed to another. According to dual process theory, these attributive and relational processes occur in parallel. A relational theory claims instead that attributive and relational comprehension result from the same process, and assumes that relational comprehension will occur serially prior to attributive comprehension. Experiment 1 used a priming paradigm to test whether the relational and attributive processes occur serially or in parallel. Target combinations were more likely to be comprehended, and were comprehended more quickly, when preceded by a prime combination that used the same attribution or relation than when preceded by a prime combination that did not engage the same attributive or relational process. Critically, the patterns of facilitation and interference were virtually identical across the attributive and relational target-types, suggesting that the processes occur in parallel. Experiment
80

2 showed that particular attributes and relations were primed, rather than the attributive or the relational process more generally. Results of both experiments supported the dual process theory. The emergence of a general model of nominal combination is discussed.

Portland cement-fly ash-silica fume systems in concrete Advanced Cement Based Materials, Volume 1, Issue 2, December 1993, Pages 83-91 Sandor Popovics ABSTRACT Laboratory flow, strength, and ultrasonic pulse velocity tests were performed on mortars made with 70% (by weight) of Portland cement and 30% of pozzolanic materials where the pozzolanic materials consisted of various combinations of fly ash and silica fume. In addition to these ternary systems, binary blends, such as Portland cement and fly ash, and Portland cement and silica fume, along with 100% Portland cement mortars, were investigated for comparison. The purpose of the investigation, preliminary in nature, was to see under what circumstances, if any, would be a synergistic action when a ternary system of Portland cement-fly ash-silica fume is used in a mortar or concrete. Mortars were made with two cements of type I and two cements of type III along with class F and class C fly ashes. One silica fume was used. Standard flow tests were performed on the fresh mortars, and compressive strength as well as ultrasonic pulse velocity tests were performed with each hardened mortar at various ages up to 28 days. It is expected that the results and conclusions obtained here on mortars will be transferable to concretes.

81

There are several novel, or at least lesser known, results of the investigation. For instance, a new explanation is offered for the plasticizing effect of fly ash which is based on the optimum particle-size distribution concept. Another such result is that ground fly ash produced greater flow increases with type I cement than with type III. A third finding is that the super plasticizer is more effective in increasing the flow as well as strength when the mortars contain fly ash and/or silica fume than in the case of mortars without mineral admixture. Also, it appears that when type I cement is used, the silica fume in the quantity of 5% of the weight of the cement produces relatively greater strength increase in the presence of fly ash than without fly ash. These promising results are preliminary in nature. Therefore, further research is justified with ternary systems in concrete. The presented work is a portion of a larger investigation.

The effect of pozzolans and slag on the expansion of mortars cured at elevated temperature: Part I: Expansive behaviour Cement and Concrete Research, Volume 33, Issue 6, June 2003, Pages 807-814 T. Ramlochan, P. Zacarias, M. D. A. Thomas, R. D. Hooton

ABSTRACT The expansive behaviour of heat-cured mortars containing pozzolans and slag was investigated. In most cases, the addition of any amount of these materials to the mixture typically reduced the long-term expansion, slowed the rate of expansion, and delayed the onset of expansion. However, the efficacy of a particular pozzolan or slag in controlling expansion may depend on its Al2O3 content. Met kaolin, which contains a high amount of reactive Al2O3, was the most effective at controlling expansion at relatively low cement replacement levels. Slag and fly
82

ash, which are also sources of Al2O3, were also effective at suppressing expansion at higher replacement levels. Silica fume was less effective at controlling expansion at conventional replacement levels, and even at higher replacement levels expansion may only be delayed.

Effect of silica fume and fly ash on heat of hydration of Portland cement Cement and Concrete Research, Volume 32, Issue 7, July 2002, Pages 1045-1051 B. W. Langan, K. Weng, M. A. Ward ABSTRACT Results of calorimeter tests on Portland cementsilica fumefly ash mixtures are presented. Data indicate that silica fume accelerates cement hydration at high water/cementations ratios and retards hydration at low water/cementations ratios. On the other hand, fly ash retards cement hydration more significantly at high water/cementations ratios. When silica fume and fly ash are added together with cement, the reactivity of the silica fume is hampered and the hydration of the cementations system is significantly retarded.

83

CHAPTER 3

OBJECTIVES

84

AIMS OF THE STUDY

1. To analyze the sales performance of Acc cement in General. 2. To analyze the sales performance of Cement by ACC DHANBAD. 3. To assess marketing strategy adopted by ACC DHANBAD. 4. To analyze the general problems in marketing of cements and specific problems confronted by ACC DHANBAD. 5. To know consumer preference towards various brands of cement especially towards ACC Cement. 6. To give specific suggestions for improvement of marketing strategy of ACC DHANBAD. 7. To gain knowledge about cement industry in Dhanbad region. 8. To understand and observe the practical work in such a giant organization. 9. To study customer perception. 10. To research over customer perception about cement purchasing in Dhanbad region. 11. To have the direct contact with the employees. Here the study is important as it bridges down the gap between theoretical knowledge & practical experience for a fieldwork.

85

CHAPTER 4 RESEARCH METHODOLOGY

86

RESEARCH METHODOLOGY
Methodology for the project can be understood the following heads:-

RESEARCH DESIGN: A research design is the basic plan that guides the collection, measurement and analysis of data. Decision regarding what, when, where, how much and by what means concerning a research study constitute a research design. In other words research design is the framework the specifies the type of information to be collected the source of data and the procedure of data collection.

TYPE OF RESEARCH: Researcher used Descriptive Research SAMPLE DESIGN:A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or procedure the research would adopt in selecting items for the sample. Researcher must select / prepare a sample design that would be reliable and appropriate for this research study. TYPE OF UNIVERSE:The first step in developing the sample design is to clearly define the set of objectives i.e. the universe. The universe in this project is all the population of Dhanbad city was consider as universe. Sample Size: - It refers to deciding how many people to be surveyed during the study. Researcher planned to serve 25 people of urban area and 25 people of rural area of Dhanbad city.

87

 Sample Unit: - It refers to taking decision that who is to be served, i.e. the target population. During my study & survey customers of cement in urban and rural area.

Sampling Method: - It refers to deciding what how respondent be chosen. In this research all the aspects of research. Random Sampling: - Random sampling from a finite population refers to that method of sample selection which gives each possible sample combination an equal probability of being picked up and each item in the entire population to have an equal chance of being included in the sample.

DATA COLLECTION METHOD

In a real life problem it is often found that the data at hand is inadequate, hence it become necessary to collect data that is appropriate. There are several ways of collection data.

1. Primary Data: The primary data are those which are collected a fresh and for the first time and thus happen to be original character. * Primary data is collected through questionnaire. It is consider as a heart of survey. It consists of a number of questions printed on typed in a definite order on a form or set of forms. The respondent has to answer of their own.

2. Secondary Data: The secondary data are those which have already been collected by someone close and which have already been passed through the statistical process.
88

Concerned websites: www.Mangalamcementltd.com www.abc.org.uk www.google.com Library books Research methodology, C.R. Kothari Consumer Behavior Organization Behavior, L.M. Prasad

89

CHAPTER 5 ANALYSIS & INTERPRETATION

90

FREQUENCY TABLE, GRAPH & INTERPRETATION

Which brand of cement you have purchased? TABLE-1

Frequency Acc Lafarge Utcl Others Total 33 7 9 1 50 Percent 66.0 14.0 18.0 2.0 100.0

which brand of cement you have purchased

40

30

20

Frequency

10

0 acc laf arge utcl others

which brand of cement you have purchased

INTERPRETATION Among the total 50 respondents, 66% has been purchased ACC cement, 18% UTCL, 14% LAFARGE & 2% of respondent has been purchased other brands of cement.

91

From where from do you buy normally cement? TABLE-2

Frequency local supplier company authorized dealer exclusive dealer dealer dealing with building materials along with cement Total 27 1 1 21 50

Percent 54.0 2.0 2.0 42.0 100.0

where from do you buy normally cement

30

20

10

Frequency

0 local supplier exclusive dealer dealer dealing w ith company authorized d

where from do you buy normally cement

INTERPRETATION Among the total 50 respondents 54% are normally purchasing cement from Local supplier, 42% are purchasing from the Dealer who dealing with building material along with cement, just 2 % of them are purchasing from Company authorized dealer, and just 2% of them prefer to purchase from Exclusive dealer.

92

Does Influencers play a vital role? TABLE-3

Frequency yes no Total 40 10 50

Percent 80.0 20.0 100.0

influencers play a vital role?

50

40

30

20

Frequency

10

0 yes no

influencers play a vital role?

INTERPRETATION Among the total 50 Respondents 80% of them say that Influencer plays a vital role while choosing cement brand for purchase, however 20% of them are not agreed that Influencer plays any role while choosing any cement brand.

93

Whom do you consult for purchasing cement? TABLE-4

Frequency Mason Engineer friends & relatives a neighbor who has recently constructed his house Total 28 6 14 2 50

Percent 56.0 12.0 28.0 4.0 100.0

whome do you consult for purchasing cement

30

20

10

Frequency

0 mason engineer f riends & relatives a neighbor w ho has r

whome do you consult for purchasing cement

INTERPREATATION Among the total 50 Respondents, 56% of them consults Mason while purchasing cement, 28% of them consults their Friends & Relatives,12 % of them purchase after consulting Engineer /Architect/Cement dealer & the most surprising part in it that only 2% of them consult their neighbor who recently constructed his house .

94

Which brand of cement is best available in the market from the following? TABLE-5
Frequency acc utcl others Total 39 9 2 50 Percent 78.0 18.0 4.0 100.0

which brand of cement is best avilablein the market fro

50

40

30

20

Frequency

10

0 acc utcl others

which brand of cement is best avilablein the market from the following

INTERPRETATION Among the total 50 Respondents, 78% says that ACC brand Cement is Best available in the market, 18% of them are says UTCL is best available in market, however only 4% says there are some other brand which is best available in market.

95

What comes to your mind when i say acc cement, choose one of the following? TABLE-6
Frequency good brand name affordable price good quality product all of the above Total 29 9 9 3 50 Percent 58.0 18.0 18.0 6.0 100.0

what comes to your mind when i say acc cement, ch

40

30

20

Frequency

10

0 good brand name good quality product af f ordable price all of the above

what comes to your mind when i say acc cement, choose one of the follow

INTERPRETATION Among the total 50 Respondents, 58% says that whenever we hear ACC cement, Good brand name comes to our mind, 18% says Affordable price, 18% say Good quality product and only 6% says that those entire thing rang in our mind.

96

Which cement company provides good logistics support from the following? TABLE-7
Frequency Acc Jaypee Ambuja Utcl Lafarge Total 38 2 3 4 3 50 Percent 76.0 4.0 6.0 8.0 6.0 100.0

which cement company provides good logistics suppor

50

40

30

20

Frequency

10

0 acc jaypee ambuja utcl laf arge

which cement company provides good logistics support from the followin

INTERPRETATION Now almost every company is giving the logistic support, however among the total 50 Respondents, 76% said ACC gives good logistics support, 8% of them said that UTCL provide good logistic support, 6% said that Ambuja is best in logistic support and also 6% says that Lafarge cement provide best logistic support.

97

Which cement company is known for its brand name in the market? TABLE-8
Frequency Acc Jaypee Ambuja Utcl Others Total 45 1 1 1 2 50 Percent 90.0 2.0 2.0 2.0 4.0 100.0

which cement company is known for its brand name in

50

40

30

20

Frequency

10

0 acc jaypee ambuja utcl others

which cement company is known for its brand name in the market

INTERPRETATION Among the total 50 Respondents 90% says that ACC cement is known for its brand in market , 2% says that jaypee Cement is known for its brand in market, 2% says that Ambuja cement in known for its brand in market, Again 2 % says that UTCL is known for its brand in market, however 4% says there are some other brand which is known in the market for its brand.

98

Are you brand conscious? TABLE-9

Frequency Yes No Total 37 13 50 Percent 74.0 26.0 100.0

are you brand conscious

40

30

20

Frequency

10

0 yes no

are you brand conscious

INTERPRETATION Among the total 50 Respondents, 74% said that they are brand conscious they only go for branded product, however 26% said that they are not brand conscious.

99

Which brand you prefer the most? Choose one of the following? TABLE-10
Frequency Acc Jaypee Ambuja Utcl Others Total 41 1 1 4 3 50 Percent 82.0 2.0 2.0 8.0 6.0 100.0

if yes then which brand you prefer the most? choose o

50

40

30

20

Frequency

10

0 acc jaypee ambuja utcl others

if yes then which brand you prefer the most? choose one of the following

INTERPRETATION Among The total 50 respondents, all of them answer on it and 82% said that they choose ACC cement, 8% UTCL,2%JAYPEE, 2% AMBUJA , However 6% said different brand name.

100

Which is the best mode of advertisement? TABLE-11

Frequency Television shop paintings Hoardings wall paintings Total 34 6 7 3 50 Percent 68.0 12.0 14.0 6.0 100.0

which is the best mode of advertisment

40

30

20

Frequency

10

0 television shop paintings hoardings w all paintings

which is the best mode of advertisment

INTERPRETATION Among The total 50Respondents, 68% said that Television is the best mode of advertisement and Television advertisement influence him more, however there are 14% of Respondent they said that Hording is the best mode of Advertisement , 12% of them said that Shop painting is the best mode and finally 6% said that wall painting is the best mode of advertisement.
101

Is there any relation between the colour of the cement with its price and its quality in your opinion? TABLE-12
Frequency yes no Total 12 38 50 Percent 24.0 76.0 100.0

is there any relation between the colour of the cement w

40

30

20

Frequency

10

0 yes no

is there any relation between the colour of the cement with its price an

INTERPRETATION

Among The total 50 Respondents only 24% said that, there is a relationship
between colour of the cement with its price and its quality, however 76 % said that there is no relationship between colour of cement with its price and its quality.

102

Does a branding/promotional activity improve the visibility and enhance the sale of a cement brand? TABLE-13
Frequency yes no Total 3 47 50 Percent 6.0 94.0 100.0

Does branding/promotional activities improve the visiblity an

50

40

30

20

Frequency

10

0 yes no

Does branding/promotional activities improve the visiblity and enhance t

INTERPRETATION Among the total 50 Respondents, A lots of Respondent, 94% said that Branding/promotional activities Doesnt make any difference to sale and visibility, However only 6% said that its effect.

103

Has any company official visited your site? TABLE-14

Frequency yes no Total 1 49 50 Percent 2.0 98.0 100.0

has any company official visited your site

60

50

40

30

20

Frequency

10

0 yes no

has any company official visited your site

INTERPRETATION Among the total 50 Respondents 2% said that company officially Visited their site, however 98% said that no one come officially to their site from cement company.

104

Have you attended any meeting with any cement company? TABLE-15
Frequency Yes No Total 1 49 50 Percent 2.0 98.0 100.0

have you attended any meeting with any cement compa

60

50

40

30

20

Frequency

10

0 yes no

have you attended any meeting with any cement company

INTERPRETATION Among the total 50 Respondents 98% havent attend any cement company meeting however only 2% of them are attended the cement company meeting.

105

Which brand of cement you are able to purchase on credit basis? TABLE-16
Frequency Acc Jaypee Ambuja Utcl Others Total 39 1 1 6 3 50 Percent 78.0 2.0 2.0 12.0 6.0 100.0

which brand of cement you are able to purchase on cre

50

40

30

20

Frequency

10

0 acc jaypee ambuja utcl others

which brand of cement you are able to purchase on credit basis

INTERPRETATION Among the total 50 Respondents, 78% said that they are able to purchase ACC cement in credit basis, only 12% of them said that they can manage to get UTCL cement on credit basis, 2% said that They can manage to get Jaypee cement as a credit basis, 2% said that they are able to purchase Ambuja cement as on credit basis.

106

CHI-SQUARE TEST
Which brand of cement you have purchased * influencers play a vital role? Cross tabulation Count Cross tab-1 influencers play a vital role? yes which brand of cement you have purchased acc lafarge utcl others 25 5 9 1 40 no 8 2 0 0 10 Total 33 7 9 1 50

Total

Chi-Square Tests

cross tab-1.2

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 50 3.193(a) 5.110 2.186

df 3 3 1

Asymp. Sig. (2-sided) .363 .164 .139

a 4 cells (50.0%) have expected count less than 5. The minimum expected count is .20.

30

20

10

influencers play a v

Count

yes 0 acc laf arge utcl others no

which brand of cement you have purchased

INTERPETATION It is inferred from Cross tab 1.2 that at 95% confidence level, there is no significant relationship exist between consumer brand preference and the role of influencer. This lead we to conclude that influencer dont play a vital role in consumer brand preference.

107

Crosstab-2

where from do you buy normally cement dealer dealing with building materials along with cement 15 3 3 0 21

which brand of cement you have purchased Total

acc lafarge utcl others

local supplier 17 4 5 1 27

company authorized dealer 1 0 0 0 1

exclusive dealer 0 0 1 0 1

Total 33 7 9 1 50

Chi-Square Tests(CROSS TAB-2.2)

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6.193(a) 5.734 .448 50

df 9 9 1

Asymp. Sig. (2-sided) .720 .766 .503

a 14 cells (87.5%) have expected count less than 5. The minimum expected count is .02.

20

where from do you bu

10 local supplier com pany authorized d ealer exclusive dealer

Count

dealer dealing w ith 0 acc laf arge utcl others building m aterials a

which brand of cement you have purchased

INTERPETATION It is inferred from table 2.2 that at 95% confidence level, there is no significant relationship exit between consumer brand preference and from whom they are purchase. This lead to us that cement selling place is not concern with brand preference of consumer.
108

Crosstab-3 Count whome do you consult for purchasing cement a neighbor who has friends recently enginee & constructe mason r relatives d his house 20 6 5 2 2 0 5 0 5 0 4 0 1 28 0 6 0 14 0 2

which brand of cement you have purchase d Total

acc lafarge utcl others

Total 33 7 9 1 50

Chi-Square Tests(Cross tab-3.3) Asymp. Sig. (2-sided) .148 .088 .546

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 13.343(a) 15.118 .364 50

df 9 9 1

a 13 cells (81.3%) have expected count less than 5. The minimum expected count is .04.
30

20

whome do you consult

m ason 10 engineer f riends & relatives

Count

a neighbor w ho has r 0 acc laf arge utcl others ecently constructed

which brand of cement you have purchased

INTERPETATION It is inferred from cross tab 3.2 that at 95% confidence level, there is no significant relationship exist between consumer brand preferences and from whom they consult before purchasing cement.

109

Crosstab-4 Count which brand of cement is best avilablein the market from the following acc which brand of cement you have purchased Total acc lafarge utcl others 30 6 2 1 utcl 2 0 7 0 9 others 1 1 0 0 2 Total 33 7 9 1 50

39 Chi-Square Tests(Cross tab-4.2)

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 28.660(a) 23.920 9.793 50

Df 6 6 1

Asymp. Sig. (2-sided) .000 .001 .002

a 8 cells (66.7%) have expected count less than 5. The minimum expected count is .04.
40

30

20

whic h brand of c em en
10 ac c utc l 0 ac c l afarge utc l others others

Count

whic h brand of c em ent y ou hav e purc has ed

INTERPETATION It is inferred from table 4.2 that at 95% confidence level, there is significance relationship exist between consumer brand preference and best availability of branded cement.

110

Crosstab-5 Count what comes to your mind when i say acc cement, choose one of the following good brand name which brand of cement you have purchased Total acc lafarge utcl others 25 0 4 0 29 Chi-Square Tests(cross tab-5.2) Asymp. Sig. (2-sided) 9 9 1 .000 .000 .043 affordable price 1 5 3 0 9 good quality product 5 2 2 0 9 all of the above 2 0 0 1 3 Total 33 7 9 1 50

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 39.824(a) 31.777 4.104 50

df

a 12 cells (75.0%) have expected count less than 5. The minimum expected count is .06.
30

20

what com es to your m

10 g ood brand name affordable price

Count

g ood q uality product 0 acc lafarg e utcl others all of the abov e

whi ch brand of cem ent you have purchased

INTERPETATION
It is inferred from table 5.2 that at 95% confidence level, there is a signification relationship exit between consumer brands preference, and customer perception toward brands.

111

Crosstab-6 Count which cement company provides good logistics support from the followin acc which brand of cement you have purchased Total acc lafarge utcl others 30 5 2 1 38 Chi-Square Tests(Cross tab-6.2) Asymp. Sig. (2-sided) 12 12 1 .000 .000 .008 jaypee 0 2 0 0 2 ambuja 0 0 3 0 3 utcl 0 0 4 0 4 lafarge 3 0 0 0 3 Total 33 7 9 1 50

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 50.205(a) 40.122 7.017 50

df

a 17 cells (85.0%) have expected count less than 5. The minimum expected count is .04.
40

30

whi ch cem ent com pany

20 acc jay pee 10 ambuja utcl 0 acc lafarg e utcl others lafarg e

Count

whi ch brand of cem ent you have purchased

INTERPETATION It is inferred from table 6.2 that at 95% confidence level, there is a signification relationship exit between Consumer brands preference and logistic support provided by the company.

112

Crosstab-7 Count which cement company is known for its brand name in the market acc which brand of cement you have purchased Total acc lafarge utcl others 33 5 6 1 45 Chi-Square Tests(cross tab-7.2) Asymp. Sig. (2-sided) 12 12 1 .007 .079 .029 jaypee 0 0 1 0 1 ambuja 0 0 1 0 1 utcl 0 0 1 0 1 others 0 2 0 0 2 Total 33 7 9 1 50

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 27.143(a) 19.405 4.741 50

df

a 17 cells (85.0%) have expected count less than 5. The minimum expected count is .02.
40

30

w hic h c ement c ompany

20 acc jaypee 10 ambuja utcl 0 acc lafarge utcl others others

Count

w hic h br and of c ement y ou hav e pur c has ed

INTEPETATION It is inferred from table 7.2 that at 95% confidence level, there is signification relationship exit between consumers brands preference and brands popularity.

113

Crosstab-9 Count which is the best mode of advertisment shop television paintings hoardings wall paintings are you brand conscious Total yes no 25 9 34 Chi-Square Tests(cross tab 9.2) Asymp. Sig. (2-sided) 3 3 1 .227 .118 .601 3 3 6 7 0 7 2 1 3

Total 37 13 50

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 4.343(a) 5.870 .273 50

df

a 5 cells (62.5%) have expected count less than 5. The minimum expected count is .78.

30

20

which is t he bes t m o
10 tel evi s i on s hop pai nti ngs

Count

hoardi ngs 0 yes no wal l pai nti ngs

are y ou brand c ons c ious

INTERPETATION It is inferred from table 9.2 that at 95% confidence level, there is no signification relationship exist between consumer brands consciousness and mode of advertisement.

114

CHAPTER 6

FINDINGS

115

FINDINGS
1. Customers firstly prefer quality for choosing cement.

2. Price is the second most important factor in choosing cement brand.

3. Brand name is also preferred factor by the respondents. Mostly JAYPEE, Ambuja and UTCL Cement are well famous brands.

4. In rural area AMBUJA Cement and UTCL is more preferred on quality point of view.

5. Ambuja is sometime preferred by customers and reason behind is the greater advertising & thinness in the products particle.

6. In urban area Birla JAYPEE and UTCL Cement is highly preferred a quality and strength point of view.

7. In rural area customers are not very much aware of strength quality of cement.

8. In rural areas people are not aware of all Brands.

116

CHAPTER 7

RECOMMENDATIONS

117

SUGGESTIONS
1. The company should adopt proper advertising strategies.

2. Quality of cement should be improved.

3. Companies should maintain sound customer relation.

4. Different brands should be available in all shops of rural area.

5. Strength of cement should be improved.

6. Time to time suggestions from customer should be taken through feed back form.

7. Different discount schemes should be launched for customers benefits

8. For advertising different media should be used which are easily available in rural areas.

118

CHAPTER 8

CONCLUSION

119

CONCLUSION
The finding of the survey is enough proof to show that ACC cements ranks high in quality, composition etc., It is observed that ACC cement has a maintained better product image among the person who have used it and are using it. The company has also vast network of salesmanship no doubt these things will have a long way in improving not only product image but also the corporate image. But in competitive field one should not satisfy himself with present performance. In order to maintain higher competitive efficiency there should be continuous product planning and market improvement.

ACC cement producer and their dealers in DHANBAD city may consider the preference analysis in the report and suggestions given in the report for achieving higher standards of marketing performance in the future.

120

BIBLIOGRAPHY

121

BIBLIOGRAPHY
BOOKS

Agarwal, P.K., Marketing Management, Pragati Prakashan, Meerut, Second Edition 1999

Gupta S.P., Statistical Methods, Sultan Chand,Thirty-Fourth,2005

Kotler, Philip, Marketing Management, Pearson Education (Singapore) Pte. Ltd; New Delhi, Eleventh Edition.

Kothari C. R., Research Methodology Methods & Techniques, New Age International Publishers, New Delhi, Second Edition.

WEB SITE SAMPLE:

http://www.scribd.com/doc/36916150/ACC-Cement

http://www.scribd.com/doc/36776021/What-is-Consumer-BuyingBehavior

122

APPENDIX

123

QUESTIONNAIRE
A study on Consumer buying behavior & their Perception while choosing a particular cement brand Dear Respondent, please answer the following Question:Name of the Respondent:- ___________________________________________ Mobile No: ______________________________ Location:_________________ Q1. Which brand of cement you have purchased? a) ACC b) LARARGE c) UTCL d) OTHERS If other please specify:_____________________________ Q2. Give Reason for the Preference Of this brand?

Q3. Where from do you normally buy this cement? a) Local supplier but not a dealer(sub- dealer) b) Company authorized dealer c) Exclusive dealer d) Dealer Dealing with Other Building Materials Along with cement. Q4. Does Influencer play a vital Role For purchase of any brand of cement? a) Yes b) No Q5. While purchasing cement & building materials whom Do you consult? a) Mason
124

b) Engineer/ Architect/ Cement dealer c) Friends and Relatives d) A neighbor who has Recently constructed his house Q6. Which brand of cement available in the market from following? a) ACC b) LARARGE c) UTCL d) OTHERS e) If others please specify____________________________ Q7. What come to your mind when I say ACC cement, choose one of the following? a) Good brand name b) Affordable Price c) Good quality product d) All of the above Q8. Which cement company provides good logistic support from the following? a) ACC b) JAYPEE c) AMBUJA d) UTCL e) LAFARGE Q9. Which cement company is known for its brand name in market? a) ACC b) JAYPEE
125

c) AMBUJA d) UTCL e) OTHERS If other please specify____________________________________ Q10. Are you brand conscious? a) Yes b) No Q11. If yes then which brand you prefer the most? Choose one of the following. a) ACC b) JAYPEE c) AMBUJA d) UTCL e) OTHERS If others please specify________________________________

Q12. Which is the best mode of advertisement in creating customer demand in your opinion? a) Television b) Shop painting c) Hoarding d) Wall printing Q13. Do you stock cement in your site? a) Yes b) No
126

14. Rate the following on the scale of 1-6 according to customer preference of brand 1 being the highest? ACC Rating JAYPEE UTCL LAFARGE AMBUJA

Q15. Is there any relation sheep between the colour of the cement with its Price and its quality in your opinion? a) Yes b) No If yes give your opinion_________________________________________________ __________________________________________________________________

Q16. Do branding / promotion activities improve the visibility and enhance the sale of a cement brand? a) Yes b) No Q17. Has any company officially visited your site? a) Yes b) No Q18. Have you attended any meeting with any cement company? a) Yes b) No Q19. If yes, is it useful for you? Why?
127

Q20. Which brand of cement you are able to purchase on credit basis? Choose one of them. a) ACC b) JAYPEE c) AMBUJA d) UTCL e) OTHERS If others please specify________________________________________________________ Q21. Any suggestion by which company can respond more to consumer like you? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ ________________________________________________

128

SURVEY TOOL
1. CHI-SQUARE 2. FREQUENCY TABLE 3. GRAPH BY THE HELP OF SPSS 11.5

ADDRESS OF RESPONDENTS
DHANBAD DISTRICT

1. RAJGANG BLOCK 2. GOVINDPUR BLOCK

129

THANKS & REGARDS LALAN KUMAR ROY 0911010618 M.B.A (2009-2011)

130