Table of Contents

Topics
EXECUTIVE SUMMARY
RESEARCH OBJECTIVES
SCOPE OF THE STUDY
COMPANY STUDY
REVIEW OF LITERATURE
RESEARCH METHODOLOGY
DATA INTERPRETATION AND ANALYSIS
FINDINGS
QUESTIONNAIRE
RECOMMENDATIONS
LIMITATIONS
CONCLUSION
BIBLIOGRAPHY

Executive Summary

Times have never been so good for the Indian cement industry.
The robust earnings growth posted by cement companies since
last eight quarters has been unprecedented. Strong demand and
slower capacity addition has resulted into cement prices perking
up by almost 35 to 50 percent over last two years.
We believe the purple patch for cement companies is likely to
continue for another four to five quarters till the new capacities
get commissioned although the earnings would see moderate
growth going forward due to high base effect. There is no room for
dramatic rise that has been witnessed over past five quarters
marked by reversal in cement cycle. From longer tern perspective,
we believe cement companies would feel the pressure on margins
post December 2007, both on account of rising cost as well as
vanishing pricing power, at least in some pockets across India.
Cement is a commodity business characterized by peak & trough
phases. After three years of boom, the industry is close to its peak
& the way cement companies are rushing up to cash in on the
boom by expanding furiously does not sound conducive from
investment perspective. In the given scenario, we remain neutral
on the sector per se. There is nothing to suggest pressing panic
buttons as of now but the outlook may turn negative in case
supply continues to grow at frenzied pace. From long term
horizon, we believe its time to lighten cement portfolio & adopt
bottom up approach rather than going gung ho about the sector.

Driven by solid earnings over next three quarters, cement stocks

will continue to attract the market fancy. That is the best time to
reshuffle cement portfolio in favour of potential frontrunners.
Based upon location, cost efficiency, competitiveness, cap-ex
plans & financial performance, we recommend a few winners that
will outpace the peers. The best Investment strategy would be to
exploit every rise to exit weak cement stocks & accumulate the
winning stocks.

Management Problem
To know the consumer behaviour on J.K cement and factors
affecting their purchase.

Objective
The project is carried out for knowing the consumer behaviour on
J.K cement and factor affecting their purchase. The project will be
done in Gurgaon. I will take market players in cement industry.
They are ACC, Ambuja, Jaypee, Shree, Binani, bangur and JK.

Research Methodology
The descriptive nature of the research necessitated collection of
primary data from retailers of cement through market survey.
Personal Interview method will be used and interview would be
conducted through structure questionnaire. With the help of the
Questionnaire I will try to analyze each n every factor which is
responsible for the satisfaction level of the retailers, dealers,

LABOUR (mistris) and consumers toward JK cement and its

competitors. Study will also include market demand for the
cement, market share, and competitors analysis to know the
exact position of cement in the market.

Sampling Technique
Random Sampling technique will be used to select the retailers
and consumer. 90 respondents will be taken including retailers,
dealers, labours (mistris), consumer (of age group 30 and above,
both and female and income level above 4 lac per annum).
The project will be carried out for 50 days. After collecting the
detailed information from the market, analysis of data will be
made.

Research and Design

Introduction
Objectives
Scope and Limitation

Introduction
Today it is fashionable to talk about the new economy. We hear
that the business are operating in globalize economy; things
are moving at a nanosecond pace our market are characterized
by hyper competition and disruptive technologies are
challenging every business and so business must adopt to
empower consumer.
To become successful in such a competitive environment the
business organizations have to be customer oriented.
Customers need and want must be taken care of. Built
customer and not only products. Customer must be delighted.

This information about the market could be collected by the

way of proper market survey.
The information about the market will be gathered by visiting
retailers, dealers, customers in the market. Interview of
retailers was taken depending upon their accessibility.
While doing the project attempt will be made to collect
maximum information about the market. To get actual and
correct information, it will not be told retailers; dealers etc. that
the survey is conducted by JK Cement for the obvious
reasons .Number of retailers, dealers were visited to get the
actual picture of the market. Again, the retailers of each grade
(according to the performance) will be visited, to get each and
every detail about the market.
After collecting the derailed information about the market
analysis is done. In the analysis, we will try to suggest the
observation would be carefully analyzed and suggestion would
be given to management that how they can improve their
branding strategies in this cluttered market.

Objective of the Project

The main objective of the project is to study the consumer
behaviour on J.K Cement and factors affecting its purchase.
To attain the main objective other sub objective are needed to be
achieved. These are listed below:

To know the customer preference for the brands of cement.

To know the preference of dealers for sorting different brands of cement.
To know the effectiveness of advertisements.
To know various purchase decision influencer factors.
To know the best advertisement medium.

Thus it attempt to find ways to increase market share, to increase customer

satisfaction and thus increase the business prospects.

Scope of the Study

The study can help in analyzing certain weak point, improving on which a
company can overcome the low sales of its cement but only in gurgaon region.

INTRODUCTION

Cement Industry in India

Cement Industry in India is on a roll at the moment. Driven by a booming
real estate sector, global demand and increased activity in infrastructure
development such as state and national highways, the cement industry has
witnessed tremendous growth. Production capacity has gone up and top
cement companies of the world are vying to enter the Indian market,
thereby sparking off a spate of mergers and acquisitions. Indian cement
industry is currently ranked second in the world.
The origins of Indian cement industry can be traced back to 1914 when the
first unit was set-up at Porbandar with a capacity of 1000 tonnes. Today
cement industry comprises of 125 large cement plants and more than 300
mini cement plants. The Cement Corporation of India, which is a Central
Public Sector Undertaking, has 10 units. There are 10 large cement plants
owned by various State Governments. Cement industry in India has also
made tremendous strides in technological upgradation and assimilation of
latest technology. Presently, 93 per cent of the total capacity in the industry
is based on modern and environment-friendly dry process technology. The
induction of advanced technology has helped the industry immensely to
conserve energy and fuel and to save materials substantially. Indian

cement industry has also acquired technical capability to produce different

types of cement like Ordinary Portland Cement (OPC), Portland Pozzolana
Cement (PPC), Portland Blast Furnace Slag Cement (PBFS), Oil Well
Cement, Rapid Hardening Portland Cement, Sulphate Resisting Portland
Cement, White Cement etc. Some of the major clusters of cement industry
in India are: Satna (Madhya Pradesh), Chandrapur (Maharashtra),
Gulbarga (Karnataka), Yerranguntla (Andhra Pradesh), Nalgonda (Andhra
Pradesh), Bilaspur (Chattisgarh), and Chandoria (Rajasthan).Cement
industry in India is currently going through a consolidation phase. Some
examples of consolidation in the Indian cement industry are: Gujarat
Ambuja taking a stake of 14 per cent in ACC, and taking over DLF
Cements and Modi Cement; ACC taking over IDCOL; India Cement taking
over Raasi Cement and Sri Vishnu Cement; and Grasim's acquisition of the
cement business of L&T, Indian Rayon's cement division, and Sri Digvijay
Cements. Foreign cement companies are also picking up stakes in large
Indian cement companies. Swiss cement major Holcim has picked up 14.8
per cent of the promoters' stake in Gujarat Ambuja Cements (GACL).
Holcim's acquisition has led to the emergence of two major groups in the
Indian cement industry, the Holcim-ACC-Gujarat Ambuja Cements combine
and the Aditya Birla group through Grasim Industries and Ultratech
Cement. Lafarge, the French cement major has acquired the cement plants
of Raymond and Tisco. Italy based Italcementi has acquired a stake in the
K.K. Birla promoted Zuari Industries' cement plant in Andhra Pradesh, and
German cement company Heidelberg Cement has entered into an equal
joint-venture agreement with S P Lohia Group controlled Indo Rama
Cement. Cement is a key infrastructure industry. It has been decontrolled
from Price and distribution on 1 st March, 1989 and deli censed on 25 th July,

1991. However, the performance of the industry and prices of cement are
monitored regularly. The constraints faced by the industry are reviewed in
the Infrastructure Coordination Committee meetings held in the Cabinet
Secretariat under the Chairmanship of Secretary (Coordination). Its
performance is also reviewed by the Cabinet Committee on Infrastructure.

Domestic Players
While the Cement Corporation of India, a Central public sector undertaking,
comprises 10 units; the various State governments own 10 large cement
plants. Among the leading domestic players in terms of cement
manufacturing are: Ambuja Cement, Aditya Birla Group (which owns
UltraTech Cement), ACC Ltd., Binani Cement, India Cements and J K
Cement. They are not only the foremost producers of cement but also
enjoy a high level of equity in the market.

THE COMPANY

Vision:-

To produce world class white Portland cement at most competitive

price. We will be driven by our commitment to continuous quality improvement

and exceeding all our customer expectations.

Mission:-

To deliver value to our customers, stakeholders, employees and

society at large.

ORIGIN AND DEVELOPMENT OF

J.K.ORGANIZATION
The founder to whom J.K organization owes its name was a Father son,
Late Lala Jhuggilal Singhania and Late. Lala Kamlapat Singhania. They
started their business activities from Kolkata as financial investors over
100 years ago in 1887 in 1914 they shifted towards the Cotton textile
industries at Kanpur (U.P.)
Today in India J.K Organization occupies a place of pride in
industrial and commercial Fields. The Singhania family struggled over
last two centuries and contributed to the economic and social growth
of India. In the process of industrialization they attend the present
place of destination among the top industrial pioneers of the country.
M/S J.K.Cement works is a division of J.K. Synthetics Limited Kanpur a
member of J.K.Organization. This is a multi product and multi unit
company with diversified operation in synthetic fibers, Cement plants
(gray & white), Power generation etc.
M/S J.K. synthetics Limited established their first gray Portland
cement plant based on dry process technology at Nimbahera in the
year 1974 .The main aim to set up the plant was to fulfill the demand
of cement in the country. The main reason of establishing this plant in
Nimbahera was easy availability of raw materials (Limestone) in
sufficient quantity. The whole Maarwad Malwa belt is carrying plenty of
Limestone i.e. primary raw materials for cement manufacturing.

Then first kiln of this plant was started at 900 tons per day (TPI)
and subsequently the capacity was increased by addition of two more
kilns f 1200 TPD 1350 TPD & 3400 TPD in 1979, 1982 & 1988
respectively. In 2002 new Grey Cement plant was installed at Mangrol
with initial production capacity of 2500 TPD.
Today Nimbahera plant production is around 7000 TPD and Mangrol
plant production is about 3000 TPD contributing to total production of
10000 TPD.
J.K.Cement has been awarded by ISO -9000, ISO-9002, ISO-14000 &
OHSAS-18000.

FOUNDATION

Late Sir
Padampat
Singhania
LALA JUGGILAL SINGHANIA
(1857-1922)

LALA KAMLAPAT SINGHANIA

(1884-1937)

-PILLARS-

Mr.Yadupati Singhania (Managing Director)

Mr. Singhania, our Managing Director and Chief Executive Officer, holds a
Bachelor of Technology (B.Tech.) degree from Indian Institute of Technology,
Kanpur. He has experience spanning 25 years in the cement industry. He has been
associated with the Company as its Promoter Director and has led our Company
since its inception in 1994. He was appointed Managing Director of the Company

with effect from April 1, 2004. He was instrumental in setting up the JKSL Cement
Division. He is the Director of the Employers Association of Northern India,
President of Kanpur Productivity Council, and member of the Board of Governors
of the National Council for Cement and Building Material and Jodhpur Chamber
of Commerce. He is also a member of the managing committee of Cement
Manufacturers Association. He has held the position of District Governor of Rotary
International and President of Foreign Trade Development (India) Association

Dr.Gaur Hari Singhania (Chairman)

Dr. Singhania, our Chairman, holds a Master of Arts degree in Economics and a
PhD degree in Economics from Agra University. He has corporate experience
spanning 50 years. He has been associated with the Company as its Promoter
Director and has led our Company since its inception in 1994. He is also the
Chairman of JKSL, Juggilal Kamlapat Cotton Spg. & Wvg. Mills Company
Limited and J.K. Traders Limited. He has held the position of Chairman of the
Merchant Chambers of Uttar Pradesh and Employers Association of Northern
India.
He has also been the president of Uttar Pradesh Stock Exchange Association
Limited. He has been a director of Pradeshiya Industrial Investment Corporation of
Uttar Pradesh, Uttar Pradesh State Industrial Development Corporation and the
Uttar Pradesh State Sugar Corporation. Currently, he is also the chancellor of
Dayanand Shiksha Sansthan and the president of Kanpur Education Society

1.1

COMP
ANY PROFILE

1.1.1
LOCATION :

PLANT
J.K. Cement works is located at Nimbahera, District

Chittorgarh ,Rajasthan, Nimbahera is situated 30 K.M. south of

Chittorgarh and connected to Jaipur by meter gauge railway line
udaipur the nearest domestic airport is 100 K.M. southeast of
Nimbahera by rail and road. It is well connected with, Indore,
Chittorgarh, Ajmer, Jaipur, and Gujrat etc. The plant is approximately 2
K.M. away from Nimbahera railway & bus station.
1.1.2

PRODUCT:
J.K.Cement works Nimbahera is leading producer of Ordinary

Grey Cement and Blended Cement, Plant was set up in technical

assistance with M/S F.L.smidth of Copenhagen Denmark and started
commercial production in 1974 with an initial production capacity of
900 TPD and subsequently upgraded in phase to 7000 TPD.
1.1.3
FEATURES:

SALIENT

First dry process plant in India.

Latest Process Precaleinator technology for clinker

Unit II was first PLC controlled cement plant in India.

Most advanced and sophisticated central control room for entire

process control from one point.

On line quality control by X-ray analyzer.

Computerized maintenance management system extended to

stores, purchase sales account personnel function etc.

Continuous ongoing process of training & development at

Regional Training Centre (North) Nimbahera.

1.2.4 QUALITY PARAMETERS:

J.K.Cement Nimbahera is using the latest dry process
precalicination technique in its plant. This technique incorporates a five
stage precheater, Precalcinator, air swept vertical roller mills and
electronically controlled packaging machine. The major produced
grade is 43 grade cement. It is also an ISO 9002 certified
manufacturing company. a certificate given by Lloyd. Register of
quality assurance U.K.
Cement has different quality parameters which can be classified
broadly in two categories Chemical and physical generally cement is of
three different grades i.e. 33, 43, 53 based upon cements 3.7 or 28
days compressive strength. J.K. Cement is pioneering in 43 grade
cement because of its quality consciousness.
1.1.4 ACHIEVEMENTS :

National award for highest production in 1978.

104% production in 1990-91.

Record production 1.86 million tons against capacity of 1.50

million tons per annum.

Power consumption reduced to 115 Units per ton of cement in
spite of multiple and old units. Now it has touched as low as 100

units per ton.

Specific heat consumption achieved up to 760 Kilo Calorie per Kg.

of clinker.
Selected as one of the lead plant by World Bank & DANIDA for
setting up the Regional Training Centre.

Received ISO 9002 certificate for manufacturing and marketing of

White as well as Grey cements both in 1995.

Binani Cement
Limited is engaged in the production and sales of cement and clinker. The Company's
products include ordinary Portland cement and clinker. During the fiscal year ended
March 31, 2010 (fiscal 2010), the Company produced 52.80 lac metric tons of cement.
In December 2009, the Company commissioned a cement mill of 110 throughput per
hour (TPH) capacity. The Company's overseas projects include Shandong Binani
RongAn Cement Co. Ltd., China (SBRCC) and Binani Cement Factory LLC, Dubai
(BCFLLC). The Company focuses to set up a Greenfield Cement plant of 2.5 million
tons per annum capacity at Sutrapada in Gujarat. Its parent company is Binani
Industries Limited. The Company's subsidiaries include Krishna Holdings Pte Limited,
Mukundan Holdings Limited, Murari Holdings Limited and Bhumi Resources
(Singapore) Pte Limited.
Full Overview of BINC.BO

ACC
(ACC Limited) is India's foremost manufacturer of cement and concrete.
ACC's operations are spread throughout the country with 16 modern cement
factories, more than 40 Ready mix concrete plants, 20 sales offices, and
several zonal offices. It has a workforce of about 10,000 persons and a
countrywide distribution network of over 9,000 dealers.Since inception in
1936, the company has been a trendsetter and important benchmark for the
cement industry in many areas of cement and concrete technology. ACC has
a unique track record of innovative research, product development and
specialized consultancy services. The company's various manufacturing units
are backed by a central technology support services centre - the only one of

its kind in the Indian cement industry. ACC plants, mines and townships
visibly demonstrate successful endeavours in quarry rehabilitation, water
management techniques and greening activities. The company actively
promotes the use of alternative fuels and raw materials and offers total
solutions for waste management including testing, suggestions for reuse,
recycling and co-processing.

J.Ks Management Philosophy

Customer Satisfaction
Always invest in Latest Technology
Huge Distribution Network Creation
Expansion through Balancing Equipment
Constant focus on Cost Control & Quality
Invest in Managers & Develop People Skills
Stability of Executive Management & Low Employee turnover
Social Welfare - A Priority
SIX CORE VALUES OF JKCEMENT LTD
We succeed through satisfied customers.
We deliver quality and excellence in all we do.

 We require premium return on assets.

We use technology to develop market leadership.
We value and empower our employees.
We behave responsibly as a corporate citizen.

RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
This report acts a general guide line in framing the entire research work. Further it
gives clear ideas about defining the research problem, research design, sampling
design, methods of data collection and measurement and scaling techniques. This
report acts as a general guideline in framing the entire research work. Hence, a
research should be a step towards the awareness of the expanding needs of the
customers and thereby to meet them. Just as many dissatisfied customers do not
register formal complaints, satisfied customers may not provide the feedback
necessary to understand as to why the satisfaction has occurred. Hence, a detailed

research is required to know as to what is lacking in the system and what can be
done thereof. A recent study of the corporate world has clearly established the fact
that only such of those corporations which have given their customers maximum
value for their money, have survived and further, only such of those companies that
have gone beyond the stage of satisfying the customers into delighting them by
exceeding their expectations have really grown beyond ones wildest dreams.
Research methodology is a method used to systematically and scientifically solve
the research problem. The present study is about the Study of consumer
behaviour on J.K Cement and factors affecting its purchase.

Research Design
A research design is purely the frame work or plan used to study and analyze the
data collected. Research is the scientific way to solve the problem and it is
increasingly used to study the market potential. This involves exploring all possible
methods of solving the research problems, examining the alternative methods one
by one and arriving at the best method, considering the resources at the disposal of
the researcher.
Descriptive Research
The Research design used for this study is Descriptive design, which includes
surveys and fact findings of different kinds. The major purpose of descriptive
research is a description of the state of affairs, as it exists at present .The entire
analysis is described in detail with the use of a well structured questionnaire and
the interpretation thereon.
Sample design

A sample design is a definite plan for obtaining a sample from a given population.
It refers to the technique or the procedure the researcher would adopt in selecting
items for her sample. The random sampling technique is to be employed for data
collection. 45 dealers and retailers were interviewed altogether from GURGAON
for the collection of primary data through questionnaire in order to extract pieces
of information and opinions about J.K. cement and other cement manufacturers. 2
different structured Non-Distinguished Direct Questionnaire that includes multiple
choice and Open-Ended Questions was framed to carry out the survey and obtain
the necessary information from the Customers and dealers and retailers.

Source of data
The data for this study was collected from primary source and secondary source.
The primary data was collected through questionnaire and survey. This catered to
the needs of studying the objectives. The secondary data was collected from
articles given in internet, journals and magazines to gather information about the
company and the topic of the study.

PRIMARY DATA
Primary data was obtained by interviewing the dealers and retailers, the customers.

SECONDARY DATA
Through past records of the company, annual reports, magazines and journals and
internet to understand the topic.

Sample Size
About 90 respondents were surveyed and assessed for their opinion about Cement.
Survey was done in GURGAON only.
Research Methodology
Survey Method was chosen to obtain the needed information from the respondents
so as to study the various magnitudes of the project objectives.

Research Instrument
2 Questionnaires are structured for evaluating the customers and
dealers and retailers.
Contact Method Personal visit to various shops & various places in Gurgaon.
Sampling Procedure
NON-PROBABILISTIC CONVENIENT SAMPLING Technique was followed
for getting the response to the questionnaire.

DATA
INTERPRETATION
AND
ANALYSIS

FINDINGS
FROM
CUSTOMERS

1-MOST PREFERRED BRAND

Statistics
Most Preferred Brand
N
Valid
Missing
Median

45
0
4.0000

Most Preferred Brand

Valid

J.K Cement
Binani

Frequency
8
5

ACC

Percent
17.8
11.1

Valid Percent
17.8
11.1

Cumulative
Percent
17.8
28.9

11.1

11.1

40.0

Ambuja

11

24.4

24.4

64.4

Shree

10

22.2

22.2

86.7

Jaypee

6.7

6.7

93.3

Birla

4.4

4.4

97.8
100.0

Bangur
Total

2.2

2.2

45

100.0

100.0

Interpretation:
From the above table, we can make the analysis that 17.8% of the consumers prefer JK
cement whereas Ambuja and Shree brand has a highest value in the eyes of customers.

M
o
s
t
P
r
e
f
r
e
d
B
r
a
n
d
1
2
1
0

F
re
q
u
n
c
y

8
6
4
2
0J.K
C
e
m
n
tB
in
aA
C
jM
A
m
b
u
a
S
h
r
e
J
a
y
p
e
B
i
r
l
a
B
a
n
g
u
r
o
s
tP
re
fre
d
B
ra
n
d

2-Most Advertised Brand

Statistics
Most Advertised Brand
N
Valid
Missing
Median

45
0
4.0000

Most Advertised Brand

Valid

Frequency
1
5

Percent
2.2
11.1

Valid Percent
2.2
11.1

Cumulative
Percent
2.2
13.3

ACC

10

22.2

22.2

35.6

Ambuja

14

31.1

31.1

66.7

Shree

20.0

20.0

86.7

Jaypee

4.4

4.4

91.1

Birla

2.2

2.2

93.3
100.0

J.K Cement
Binani

Bangur
Total

6.7

6.7

45

100.0

100.0

Interpretation:
From the above table we can analyze that J.K Cement (2.2%) advertisements are very
less as compared to most advertised brand like ambuja (31.1%) and ACC (22.2%).

M
o
s
t
A
d
v
e
r
t
i
s
e
d
B
r
a
n
d
.1
1
2
5
0
.

F
re
q
u
n
c
y

.5
7
5
.2
0
.0
5
.J.K
C
e
m
n
tB
in
aA
C
A
m
b
u
j
a
S
h
r
e
J
a
y
p
e
B
i
r
l
a
B
a
n
g
u
r
M
o
s
tA
d
v
e
rtis
e
d
B
ra
n
d

3-Advertisement Effectiveness
Statistics
Advertisement Effectiveness
N
Valid
Missing
Median

45
0

4.0000

Advertisement Effectiveness

Valid

Newspaper
Hoarding

Frequency
8
3

Wall Painting
T.V
Others
Total

Percent
17.8
6.7

Valid Percent
17.8
6.7

Cumulative
Percent
17.8
24.4
31.1

6.7

6.7

29

64.4

64.4

95.6

4.4

4.4

100.0

45

100.0

100.0

Interpretation:
From the chart and the table, we can analyze that advertisement are most effective on
T.V (64.4%), Newspaper (17.8%) & so on.

A
d
v
e
r
t
i
s
e
m
n
t
E
f
e
c
t
i
v
e
n
s
3
0

F
re
q
u
n
c
y

2
0
1
0
0N
e
w
sp
ae
rH
o
a
rA
d
id
n
g
W
a
l
P
i
n
t
g
T
.
V
O
t
h
e
r
s
v
e
rtis
e
m
n
tE
fe
c
tiv
e
n
s

4-Most Suggested Brand

Statistics
Most Suggested Brand
N
Valid
Missing
Median

45
0
4.0000

Most Suggested Brand

Valid

J.K Cement
Binani

Frequency
8
5

Percent
17.8
11.1

Valid Percent
17.8
11.1

Cumulative
Percent
17.8
28.9

ACC

8.9

8.9

37.8

Ambuja

11

24.4

24.4

62.2

Shree

10

22.2

22.2

84.4

Jaypee

6.7

6.7

91.1

Birla

2.2

2.2

93.3

Bangur

6.7

6.7

100.0

45

100.0

100.0

Total

Interpretation:
From the above table, we can analyze that most suggested brand by various sources is
ambuja(24.4%) then shree(22.2%) and then J.K (17.8%).

M
o
s
t
S
u
g
e
s
t
d
B
r
a
n
d
1
2
1
0

F
re
q
u
n
c
y

8
6
4
2
0J.K
C
e
m
n
tB
in
aA
C
A
m
b
u
j
a
S
h
r
e
J
a
y
p
e
B
i
r
l
a
B
a
n
g
u
r
M
o
s
tS
u
g
e
s
td
B
ra
n
d

6-Purchase Decision Influencer

Statistics
Brand Suggested By
N
Valid
Missing
Median

45
0
1.0000

Brand Suggested By

Valid

Frequency
23
8

Percent
51.1
17.8

Valid Percent
51.1
17.8

Cumulative
Percent
51.1
68.9

Mistries

20.0

20.0

88.9

Dealers

8.9

8.9

97.8

Others

2.2

2.2

100.0

45

100.0

100.0

Engineer
Friends

Total

Interpretation:
From the above table, we can analyze that maximum number of people take the advice
from the engineers (51.1%) during purchasing of cement then from their mistries (20%)
and then from the friends (17.8%), hence we can come to the conclusion that firstly
people give priority to engineers in purchasing cement, then to mistries.

B
r
a
n
d
S
u
g
e
s
t
d
B
y
2
5
2
0

F
re
q
u
n
c
y

1
5
1
0
5
0E
n
g
ierF
rie
n
d
sB
ir
M
s
t
r
e
D
e
a
l
r
s
O
t
h
e
r
s
a
n
d
S
u
g
e
s
td
B
y

5-Best Brand Rating

Statistics
Brand Rating
N
Valid
Missing
Median

45
0
4.0000

Brand Rating

Valid

J.K Cement
ACC

Frequency
8
5

Percent
17.8
11.1

Valid Percent
17.8
11.1

Cumulative
Percent
17.8
28.9

Jaypee

6.7

6.7

35.6

Shree

10

22.2

22.2

57.8

Binani

11.1

11.1

68.9

Birla

4.4

4.4

73.3

11

24.4

24.4

97.8
100.0

Ambuja
Bangur
Total

2.2

2.2

45

100.0

100.0

Interpretation:
From the above table, we can analyze that Ambuja (24.4%) has got the best cement
brand perception, then Shree (22.2%) and then J.K (17.8%).

B
ra
n
d
R
a
tin
g

F
re
q
u
n
c
y

1
2
1
0
8
6
4
2
0J.K
C
e
m
n
tA
CJa
yp
eB
S
h
rr
ia
e
B
n
a
B
i
r
l
a
A
m
b
u
j
a
B
a
n
g
u
r
n
d
R
a
tin
g

IN SELECTING CEMENT WHAT IS

PREFFERD
1.
N

BRAND IMAGE

Brand Image
Valid
Missing

Median

45
0
1.0000

Brand Image

Valid

1
2

Frequency
33
11

Percent
73.3
24.4

Valid Percent
73.3
24.4

Cumulative
Percent
73.3
97.8

2.2

2.2

100.0

45

100.0

100.0

Total

B
ra
n
d
Im
a
g
e

F
re
q
u
n
c
y

4
0
3
0
2
0
1
0
01 2 3

B
ra
n
d
Im
a
g
e

2. Price
Statistics
Price
N

Valid
Missing

Median

45
0
3.0000
Price

P
ric
e

1
2

Percent
6.7
13.3

Valid Percent
6.7
13.3

Cumulative
Percent
6.7
20.0

36

80.0

80.0

100.0

Total

45

100.0

4
0
3
0
2
0
1
0
01 2 3

Frequncy

Valid

Frequency
3
6

100.0

P
ric
e

3. Convenience of Location
Statistics
Convenience of Location
N
Valid
Missing
Median

45
0
2.0000

Convenience of Location

Valid

1
2

Frequency
9
29

Percent
20.0
64.4

Valid Percent
20.0
64.4

Cumulative
Percent
20.0
84.4

15.6

15.6

100.0

45

100.0

100.0

Total

C
o
n
v
e
i
n
c
e
o
f
L
c
a
t
i
o
n
3
0

F
re
q
u
n
c
y

2
0
1
0
01C
2
3
o
n
v
ein
c
e
o
fL
c
a
tio
n

Interpretation:
From the above tables and charts, we can make the analysis that BRAND IMAGE is
preferred mostly and is ranked first , then secondly CONVENIENCE OF LOCATION,
then thirdly PRICE hence we can come to the conclusion that mostly consumer prefer
brand image while purchasing cement.

Median of above all factors

1. Most Preferred Brand (Median=4)

2. Most Advertised Brand (Median=4)
3. Advertisement Effectiveness (Median=4)
4. Most Suggested Brand (Median=4)
5. Purchase Decision Influencer (Median=1)
6. Brand Rating (Median=4)

Median of all above six factor=4.

FINDINGS
FROM
DEALERS

1-Most Demanded Brand

Statistics
Most demand brand
N
Valid
Missing
Median

45
1
4.00

Most demand brand

Valid

J.K Cement
Binani

Frequency
6
6

Valid Percent
13.3
13.3

Cumulative
Percent
13.3
26.7

ACC

8.7

8.9

35.6

Ambuja

15.2

15.6

51.1

Shree

17.4

17.8

68.9

Jaypee

10.9

11.1

80.0

Birla

8.7

8.9

88.9

10.9

11.1

100.0

45

97.8

100.0

Bangur
Total
Missing

Percent
13.0
13.0

System

Total

2.2

46

100.0

Interpretation:
From the above table, we can analyze that most demanded brand in gurgaon is Shree
(17.4%), ambuja(15.2%) and then J.K Cement(13%).

F
re
q
u
n
c
y

M
o
s
t
d
e
m
a
n
d
b
r
a
n
d
8
6

4
2
0J.K
C
e
m
n
tB
in
aA
C
jM
A
m
b
u
a
S
h
r
e
J
a
y
p
e
B
i
r
l
a
B
a
n
g
u
r
o
s
td
e
m
a
n
d
b
ra
n
d

2-Most Advertised Brand

Statistics
Most advertised brand
N
Valid
Missing
Median

45
1
4.00

Most advertised brand

Valid

Frequency
6
4

Percent
13.0
8.7

Valid Percent
13.3
8.9

Cumulative
Percent
13.3
22.2

Ambuja

15

32.6

33.3

55.6

Shree

11

23.9

24.4

80.0

Jaypee

8.7

8.9

88.9

Bangur

10.9

11.1

100.0

45

97.8

100.0

Binani
ACC

Total
Missing
Total

System

2.2

46

100.0

Interpretation:
From the above table we can analyze that most advertised brand is ambuja(32.6%) ,
shree (23.9%) , binani(13%).

M
o
s
t
a
d
v
e
r
t
i
s
e
d
b
r
a
n
d
1
5

F
re
q
u
n
c
y

1
0
5
0B
in
aA
C
jM
A
m
b
u
a
S
h
r
e
J
a
y
p
e
B
a
n
g
u
r
o
s
ta
d
v
e
rtis
e
d
b
ra
n
d

3-Effectiveness of
Advertisement
Statistics
Ad Effectiveness
N
Valid
Missing
Median

45
1
4.00

Ad Effectiveness

Valid

Newspaper
Hoardings

Frequency
7
5

Wall Painting
T.V
Others
Total
Missing

System

Total

Percent
15.2
10.9

Valid Percent
15.6
11.1

Cumulative
Percent
15.6
26.7

6.5

6.7

33.3

27

58.7

60.0

93.3
100.0

6.5

6.7

45

97.8

100.0

2.2

46

100.0

Interpretation:
From the above table, we can make the analysis that most effective advertisement for
cement category is T.V (58.7%) and then Newspaper (15.2%).Hence we can make a
conclusion that cement industry should invest more in advertisement in TV and
Newspaper.

A
d
E
f
e
c
t
i
v
e
n
s
3
0

F
re
q
u
n
c
y

2
0
1
0
0N
e
w
sp
ae
rH
o
a
rd
in
g
sA
ld
iE
W
tfe
a
P
n
g
T
.
V
O
t
h
e
r
s
c
tiv
e
n
s

4-Most Suggested Brand

Statistics
Most Suggested Brand
N
Valid
Missing
Median

45
1
4.00

Most Suggested Brand

Valid

J.K Cement
Binani

Frequency
5
6

Valid Percent
11.1
13.3

Cumulative
Percent
11.1
24.4

ACC

8.7

8.9

33.3

Ambuja

17.4

17.8

51.1

Shree

17.4

17.8

68.9

Jaypee

10.9

11.1

80.0

Birla

8.7

8.9

88.9

Bangur

10.9

11.1

100.0

45

97.8

100.0

Total
Missing

Percent
10.9
13.0

System

Total

2.2

46

100.0

Interpretation:
From the above table, we can analyze that most suggested brand by various sources is
ambuja & shree (17.4%) then binani (13%) and then (J.K, Jaypee, bangur) 10.9%.

F
re
q
u
n
c
y

M
o
s
t
S
u
g
e
s
t
d
B
r
a
n
d
8
6

4
2
0J.K
C
e
m
n
tB
in
aA
C
A
m
b
u
j
a
S
h
r
e
J
a
y
p
e
B
i
r
l
a
B
a
n
g
u
r
M
o
s
tS
u
g
e
s
td
B
ra
n
d

5-Best Brand Rating

Statistics
Best Brand Perception
N
Valid
Missing
Median

45
1
4.0000
Best Brand Perception

Valid

Valid Percent
13.3
8.9

Cumulative
Percent
13.3
22.2

10.9

11.1

33.3

17.4

17.8

51.1

13.0

13.3

64.4

Birla

10.9

11.1

75.6

Ambuja

15.2

15.6

91.1
100.0

Frequency
6
4

Percent
13.0
8.7

Jaypee

Shree

Binani

J.K
ACC

Bangur
Total
Missing
Total

8.7

8.9

45

97.8

100.0

2.2

46

100.0

System

Interpretation:
From the above table, we can analyze that Shree (17.4%) has got the best cement
brand perception, then ambuja(15.2%) and then (binani and J.K ) 13%.

F
re
q
u
n
c
y

B
e
s
t
B
r
a
n
d
P
e
r
c
p
t
i
o
n
8
6

4
2
0J.KA
CJa
yp
e
S
h
r
e
B
i
n
a
B
i
r
l
a
A
m
b
u
j
a
B
a
n
g
u
r
B
e
s
tB
ra
n
d
P
e
rcp
tio
n

Median of above all factors

1. Most Demanded Brand (Median=4)

2. Most Advertised Brand (Median=4)
3. Effectiveness of Advertisement (Median=4)
4. Most Suggested Brand (Median=4)
5. Best Brand Rating (Median=4)
Median of above all factor=4

Findings
Median (Consumer) =4

Median (Dealers) =4

Median =4

4th factor is most important i.e. (Most

suggested
Brand) .Hence suggestions from various
sources play an important role in purchase of
cement brands.

QUESTIONNAIRE FOR CONSUMPTION

OF CEMENT

Name of the
dealer/retailer...
PhoneEmail
Address
.
Town CityDistrict

1-

No of years in Cement trades: -

2-

Brands dealing in:

S.No.

B1
B2
B3

Name

Brand wise

Brand wise

Brand wise

sales (Per

prices (Per

discount

Month)

Bag)

Structure

B4
B5

3-

Most demanded brand:

Why?

5. Which brand is more advertised?

6-

Which type of advertising do you feel is the most effective?

(Please tick)
- Newspaper
- Hoardings
- Wall painting
- T.V.
Others
7- Which brand of cement did you buy at present/last time?

J.K

Shree

Binani

ACC

8-

Ambuja

Birla

Jaypee

Other..

Which brand you suggest to consumer and why? (For contractor)

9-

Why did you choose that brand?

10- How do you rate the quality of chosen brand?

Very good

Good

Average

Fair

Poor

11- Who has suggested you for that brand?

...........................
....

...........................
....

12-

Please

give

rating (Tick) to following according to your choice: -

Rating

J.K.

ACC

Jaypee

Shree

Binani

Birla

Ambuj
a

1
2
3
4
5
6
7

13- Your comments regarding J.K.Cement:

...
...

QUESTIONNAIRE (For
Consumers)
Name..Address
Phone No
Age

1-

Which brand of cement you prefer the most?

1- J.K Cement
2- Binani
3- ACC
4- Ambuja
5- Shree
6- Jaypee
7- Birla
8- Bangur

2- Which brand of cement did you buy at present/last time?

J.K

Shree

Binani

Birla

ACC

Jaypee

Ambuja

Other

3- Which brand is more advertised?

4- Which type of advertising do you feel is the most effective? ?

- Newspaper
- Hoardings
- Wall painting
- T.V.
Others

5-

Which brand is most suggested?

6- While purchasing cement you take advice of?

Engineer
Friends
Mistries
Dealers

 Others

7- In selecting cement, How important are all points, Please rank

them accordingly from (1-3)

Brand Image
Price
Convenience of location

8-Please give rating (Tick) to following according to your choice: -

Rating

J.K.

ACC

Jaypee

Shree

Binani

Birla

Ambuj
a

1
2
3
4
5

6
7

SWOT ANALYSIS
S-STRENGTHS
J.K.Cement possess good brand image in the existing market
which is definitely a part of pavement brick for it.

Location has always been an important factor in Rajasthan

extensive (about 2500 MT) of cement grade limestone available.

Older plant and has a well known brand name in market.

Good plant having 10,000 tons per day production capacity.

W-WEAKNESSES
Fewer advertisements.
Low sales as compared to market potential.
Lack of self enthusiasm in the working pattern of the executives
as a result the aggressiveness towards sales is low.

 Less advertisement and negligible sales promotion schemes as

compared to other brands.

Monopoly of dealers is affecting the sales.

O-OPPORTUNITIES

Exposure of quality. Which is already good but not displayed in

market?

More advertisement.

Competitive prices.

Making good dealers and penetrate the market up to retailer

level.

May increase the discount and margin structure for retailers and
dealers.

T-THREATS
Some dealers are available at present which were not reputed /
efficient.

 Other companies advertising policy.

Price fluctuation and price war which is a general phenomenon in

this cement industry.

Quick availability/ Supply of cement of other cement industries

are creating threat for J.K. cement.

FINDINGS AT A GLANCE

Customers are loyal towards one brand but not in cement.

Good brand image of J.K.Cement in existing market.
Lack of sales aggressiveness.
Less advertisement of the product as compared to other

company.
Profit margin given by company is less and no any
promotional schemes for retailers and semi dealers.
Suggestions from various sources play an important role in
purchasing decisions.
Profit margin given by company is less and no any
promotional schemes for retailers and semi dealers.
No facility for removal of complaints from the side of dealers/
retailers on time.
Lack of self-enthusiasm is working patterns of executives.

 As the real estate sector is at boom many new companies are

entering into cement industry. The cement companies that are
playing today have great opportunity.

RECOMMENDATION
1. JK CEMENT should focus more on TV advertisements which will
increase company awareness among population.
2. JK CEMENT should also focus on its pricing strategy so that it would
increase company sales.
3. JK CEMENT should give their ads in spots category which would
help the company in targeting youth segment from the market which
will increase its awareness among them.
4. BRAND AMBASSADOR also helps in increasing sales and also for
increasing publicity so JK CEMENT should also focus towards it.
5. Some focus should also be made for the advertisement and brand
promotions for the product mainly in the new developing sites and
area.

6. Promotional activities should be more, because it helps to push the

product and recall the product.
7. Dealers meetings may be play crucial role to increase the sales
because whatever dealer want, can sales. He can also convince the
customer to purchase the particular product.
8. The price is the major concern: If price can be lowered by
compromising on some minor unnoticeable quality difference then the
company should go ahead with it.
9. Occasional schemes would help to achieve higher sales.
10-Availability and quality should be good for good sell and make a good
relationship with customer.

LIMITATIONS OF RESEARCH
Though a successful survey was conducted there were still certain limitations
to the study. Below are some of the limitations of the research conducted:o

The sample size was small; interview with more number of specifies could
have given a better picture on the overall acceptability of cement among them.

Time frame was also one of the major limitations of the study. Research like
this which concern with taste and preferences of human beings generally require a
patient hearing and understanding. Since the people interviewed were all busy
professional an honest hearing and understanding of the subject from them were
very rare.

Some of the people interviewed were not that clear about their opinion.

Since the forms were filled by the interviewer there is a fair chance of lack
of understanding on her/his part. In some cases views were not communicated
properly.

CONCLUSION
It can be concluded from the research that customer has a preference of
J.K Cement due to its quality availability and strength. Due to good
distribution network in gurgaon, J.K cement is widely used cement brand.
Several conclusions are derived:

Quality matters a lot in buying JK Cement in gurgaon.

Dealers and Sub dealers have lot of knowledge about the
product.
It has goodwill in the market.

 To improve further the company should margin. They think in

term of getting low margin and facing intensive competition as
retailer face in it.
Contractor gives emphasis on price, so price decreases for
contractor for bulk purchase.
Lack of advertising of JK Cement in Gurgaon, which directly
affected the sale in Gurgaon.

BIBLIOGRAPHY
BOOKS
Marketing management
Marketing research

Magazines and Journals

Business Today
Business India
India Today
Journal of Organizational Behavior
American Journal of Industrial Medicine
Strategic Management Journal Psychology

WEBSITES
www.google.co.in
www.jkcement.com
www.12manage.com
www.marketingguru.com
www.wikepedia.com
www.icicidirect.com
www.researchandmarkets.com