OBJECTIVES OF STUDY

Today customers are facing a growing range of choice in the different brands of
products and servises. They are making their choice on the basis of their
perception of brand, quality servise and value. This project is undertaken :-

1.
2.
3.
4.
5.

To find out the awareness level of customers of brand ACC.

To find out the brands with which ACC has to compete in the market.
To ascertain the scope of ACC in this region.
To study the consumer perception of ACC.
Which attribute of the product drive the potential customer to prefer the
particular product .

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METHODOLOGY OF STUDY

ACC had a wide network whithin country. To anayze the report certain methodology
were used to elaborate the topic in easy way. The design of a research study is based on
the purpose of the study/ methodologies, which were used are

DATA COLLECTION

(reserch design )

Various type of data was collected from different sources. The sources of these data are
various publications, trade journals,and official website of ACC.

SAMPLING
An integral component of a research design is the sampling plan. Sample size,which
was taken for the research.
Sample size is 100.
STRUCTURED QUESTIONNAIRE
Structred questionnaire was prepared and survey was made.

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ANALYSIS n INTERPRETATION OF DATA

Customer Response To - Meaning Of Brand

When individuals were asked ,what they meant by BRAND , most of them almost 60
individuals said Quality while, some of them said it means best product available in the
market, some said brand is a standard , and 10 of them said Brand means Good
company product.

AVERAGE
80
60
40
20
0

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Customers Awareness of Different Cement Brands

When people were asked to list down few brands of the product category ( cement ),
every one said ACC n AMBUJA . Apart from these two brands few of them said
JP( Jaiprakash cement ), Ultratech , binnani, Birla, But Acc n Ambuja was common in
every individual List.

100
90
80
70
60
50
40
30
20
10
0

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Q3. What brand comes to your mind if you want to buy

cement ?

Previous question specify that people are aware of many brands but when it comes to
buying then they recall Acc. Almost 50 people think about Acc when it comes to
buying,, but still Acc is in competition with Ambuja, almost 45 people think about
Ambuja.. so difference is just of 10.

50
45
40
35
30
25
20
15
10
5
0

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Q7 Are you loyal to the product you buy ?

51 individuals said Yes they stick to the same product while,39 people
said No, they keep experimenting or change the product according to
the conditions like availability of product; price; quality And, 10 people
said yes they are loyal but only for quality products..not for
commodity.

Yes always, I stick to the same product

10

51

39 Experienting new products

Never, I keep

Only for quality products, where it is acommodity, I

choose least price products

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Q8. Are you price sensitive costumer ?

79 individuals said yes they are price sensitive while,21 individuals

are brand loyal customers.

21
Yes
No
79

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Q9. Will you stick to the same product if their price

increases

When people were asked if theyll stick to ACC if the price goes high,
so 62 people said yes theyll buy it but if the price increases up to a
certain limit. 23 people said theyll buy it irrespective of the price
changes and 15 people said No, theyll shift to other brand.

15
Upto certain Limit
yes, irrespect
of price increase
23
62
No, I may look for different product

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Most of people said theyll buy ACC Cement if the price is increased
up to certain limit,
When they were asked to specify the limit ,

5 Individuals said

Rs. 20 (Limit)

15

- Rs. 10

17

- Rs. 5

16

Rs. 2

Re. 1

Q10. How do you rank ACC n AMBUJA in terms of

safety ,quality and performance
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Diagram showing ACC s

position
48

50

41 39

39 41

40
30

32
20
AVERAGE

20
GOOD

20

EXCELLENT

20
10
0

SAFETY

QUALITY

PERFORMANCE

Diagram showing AMBUJAs

Position
60

56

60

45

50
40

29

30

AVERAGE

20

11

24
GOOD

20

30
25
EXCELLENT

10
0

SAFETY

QUALITY

PERFORMANCE

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Q11 Do you use the product because it is mostly

available?

29
26

45

yes
no
mostly

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RESEARCH FINDINGS

Costumers are confused related to the meaning of brand some of them take
brand as a name of a good company ; few of them think it means a standard product
and some of think it means a Best Product.
People are well aware of ACC brand , when they were asked to list down few brand
names of cement almost all of them recall ACC along with Ambuja. It conclude that
Acc is in tough competition with Ambuja in this Area.
Though the survey was taken in Bilaspur n Barmana Area but, when consumers
were asked about what brand comes to their mind if they want to buy Cement,
almost 50 people said ACC n 45 of them said Ambuja so, the difference is very less
keeping in mind the survey Area.
Quality and Performance are the most important attribute of ACC which Attracts
costumers.
Overall ACC shows Excellent results when it comes to Brand awareness n Brand
perception

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LIMITATION OF THE STUDY

The major limitation of the study was most of the individuals beingto be loyal to
their brand didnt give exact answers. Like they didnt talk much about the answers
of the questions
Many individuals didnt fill their answers. So, the actual figures can be somewhat
different from the one I have found out.
Big area- I was unable to explore some of the customers

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Conclusion & suggestions

As I said Quality n performance are the most important attribute of

ACC which Attracts costumers but Acc should focus on its safety
measures because most of people dont find ACC Excellent in terms of
safety so, it may affect the perception of people regarding ACC.
Company is in tough competition with Ambuja cement
Suggestions
Based upon the time spend by me in the market, useful suggestions of the customers
and the findings from the survey, following recommendations can be suggested for
increasing the brand awareness and perception of ACC
Marketing & advertising services should be improved In order
to improve awareness as well as perception level of costumers.
Like Trade allowances, trade shows, wall paintings, print media
etc.

What matters for the most of cement buyers is the price of

cement and then the quality and promotion while visiting to the
market buyers not only look for the price but also the personal
touch matters a lot and ACC need to improve it.
Company should try to introduce new product range like various
grades.
ACC should develop business status with public relations by
participating in local and international conferences, this will help
to promote the brand
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ANNEXURE

Questionnaire of Training at Marketing Department. In ACC

Gagal Cement Works.
Dear Respondent,
I am Swati Verma will be preparing a Project on Topic
Brand Awareness & Brand Perception in ACC Gagal Cement
Works Ltd. So, Dear respondent please help me by filling
up d following questionnaire. I will b very thankful for your
co-operation.

Q1 Name: ____________________
Q2 Designation ____________________
Q3 Address: ____________________
Q4 Phone Number / E-mail ID ____________________

Q5. Describe what does brand mean to you?

Q6 List down a few brands of the product

______________________________________________________

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Q7 what brand comes to your mind if you want to buy cement ?

__________________________________________________
Q8 When u hears about product category can u recall ACC?
Yes
No

Q9 Do you know ACC?

Yes
No

Q10 Do you know AMBUJA?

Yes
No

Q11. I think I know ACC well

Totally agree
Agree
Neutral
Disagree
Totally Disagree

Q12 Are you Loyal Costumer to the product you buy?

Yes Always. I stick to the same product
Never, I keep experimenting with new products
Only for quality products. Where it is a commodity, I choose the least
price Product
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Q13 Are you price sensitive costumer?

Yes
No

Q14 Will you stick to the same product if their price is increases?
Up to a certain limit in price increase
Yes, irrespective of price increase
No, I may look for different product,
If any limit please specify __________________

Q15 How do you rank each given companies in terms of:-

ACC
Averag
e

AMBUJA
Goo
d

Excellen
t

Safety
Quality
Performanc
e

Averag
e

Goo
d

Excellen
t

Safety
Quality
Performanc
e

Q16 which of the following, according to you, help build a good brand image?
Quality
Communication strategies
Competitive pricing
Good value
Added services
Free trails and discounts
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 Others
If Others, please specify _______________________________
Q17

Do you use the product because it is readily available?

Yes
No
Mostly

Q18 Do customer services have an impact on you?

Yes
No

Signature

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BIBILIOGRAPHY

Official website of ACC www.acclimited.com\

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