TRAINING PROJECT REPORT

ON
“A Study of Customer Perception about
Cement Purchasing”

A Training Project Report

Submitted in partial fulfillment of the requirements for the
Award of the degree of
Bachelor of Business
Administration
From University Of Kota, Kota (Raj.).
Academic Session 2006-2009

PROJECT GUIDE: SUBMITTED BY:

Miss Manupriya Gaur Miss Vinita Piplani
BBA II
OKIMR, Kota

OM KOTHARI INSTITUTE OF MANAGEMENT &

RESEARCH, KOTA.
 (AFFILIATED TO UNIVERSITY OF KOTA, KOTA)

OM KOTHARI INSTITUTE OF
MANAGEMENT & RESEARCH
(Affiliated to University of Kota, Kota, Approved by All-India Council for Technical
Education-Government of India and Sponsored by Om Kothari Foundation, Kota)

CERTIFICATE

This is to certify that Miss Vinita Piplani a student of BBA II Year at Om Kothari
Institute of Management and Research has completed Training Project Report
entitled “Customer Perception about Cement Purchasing”. The project has been
completed after studying for one year in BBA course and for partially fulfilling the
requirements for award of degree of Bachelor of Business Administration of
University of Kota, Kota.

The Training Project Report has been completed under the guidance of
“Ms. Manupriya Gaur” of OKIMR and is as per norms and guidelines provided.

Dr. K.C. Shringi Ms. Manupriya Gaur

Director Academic Guide

Kota

Date:
 A-1, Special I.P.I.A. Jhalawar Road, Kota-324005
: 0744-2490878, 2490402, E-mail: oki_mr@rediffmail.com
Fax: 0744-2438069
 OM KOTHARI INSTITUTE OF
MANAGEMENT & RESEARCH
(Affiliated to University of Kota, Kota, Approved by All-India Council for Technical
Education-Government of India and Sponsored by Om Kothari Foundation, Kota)

CERTIFICATE

This is to certify that Ms. Vinita Piplani a student of BBA II Year at Om Kothari
Institute of Management and Research, has submitted Training Project Report
entitled “Customer Perception about Cement Purchasing” The project has been
completed after studying for one year in BBA course and for partially fulfilling the
requirements for award of degree of Bachelor of Business Administration of
University of Kota, Kota.

The Training Project Report has been evaluated and viva-voce

conducted by the undersigned panel of examiners. The project has been
found satisfactory/unsatisfactory and is recommended/not
recommended for acceptance.

Prof. Prof.
Internal Examiner External examiner

Kota

Date:
 A-1, Special I.P.I.A. Jhalawar Road, Kota-324005
: 0744-2490878, 2490402, E-mail: oki_mr@rediffmail.com
Fax: 0744-2438069
 PREFACE

Good decisional research project result in helping to make the best

decisions that can be made at the least cost of making it.

Marketing is a subject for all people and all seasons. We all live be
exchanging something so marketing is the study of exchange process,
how transations are initiated, motivated, facilitated, and consummated.

Marketing management deals with how organizations and people can

better manage their exchange activities to produce income for
themselves and satisfaction for others. Marketing consist of asset of
principles for choosing target markets, evaluating customer needs,
developing wants satisfying products and service, and delivering value
to customers and profit to the company. Effective marketing decisions
are based on sound information; the function of marketing research is to
provide information that will assist marketing managers in making
decisions.

Today, in the period of down swing of the economy, I have decided to

do research work on cement industry as it effects directly to economic
growth of a nation.
 DECLARATION

I hereby declare that the presented report entitled “Customer

Perception about Cement Purchasing” is based on the original work
and indebtedness on other work \ publication has been duly
acknowledged at relevant place.

Submitted By:
Vinita Piplani
BBA Part-II
 ACKNOWLEDGEMENTS

Contrary to popular belief, preparing a project is not a solo activity.

Many people collaborate, assist and guide in the production of a project.
Several people are involved in sharing ideas and producing this project
and directly or indirectly contributed to this Project. Some of deserves
special mention.

God and my parents, to whom I owe everything. Mr. Karun Piplani

my elder brother, a source of constant motivation and my best critic.
Mrs. Jyoti Sharma, who gave many valuable suggestion for this book
and my nieces and nephews, a source of perpetual joy.

I would like to acknowledgement my profound gratitude to Mr. K.D.

Sharda who gave me valuable entry into their harmonious organization
to complete my summer training.
I want to acknowledge my gratitude to my Project guide Ms.
Manupriya Gaur (Faculty of OKIMR) without whose permission &
guidance, I cannot complete my training.
I would consider it my privilege to begin this Project by paying my
obliged acknowledgement for persons who never cased to startle me by
their insight & depth of understanding & their jest for life. Dr. K.C.
Shringi (director of OKIM) Mr.Mohit Panth, Dr. Vijya Singh, Miss
Reena Gaur ,Miss Shuchi
Mathur faculty, Mr.Ghanshyam Panchal librarian, Mr. Arshad
Ansari computer operator & Mr. Vishnu Prasad Sharma clerk of
OKIMR kota who should be credited for availing me an opportunity to
work with such generated organization.

I would like to thanks to Rashi Mehrotra, Shivani Mittal, Neha

Singhvi, Divya Soni whose invaluable support & encouragement has
done much to make this Project a success.
 EXECUTIVE SUMMARY

The word ‘Cement’ may be defined as a substance, which can join two
of more pieces of some other substance together to form a unit mass.
Cement is a fine power which when mixed with water and allowed to
set and harder can join different components together to give a strong
structure mechanically. Thus cement can be used as a founding material
for bricks of for founding solid particles of different sizes (rubble
masonry) to form a monolish.

Cement is an essential commodity, which is available in two types, the

OPC and the PPC. India is the second largest producer of cement.

The company is maintaining its TPM (total productivity maintenance)

policy TPM of each and every activity in the industry with special care
for profitability with the investment of employees.

The assigned title of the project is “Customer Perception about Cement

Purchasing” that focuses over the Customer Perception about Cement
Purchasing in Hadoti. It also focuses over the various factors like
demand, sale, quality, reliability and consumer expectations etc. The
researches descriptive in nature for this purpose questionnaires and
direct communication with all the competitors as well as dealer and
retailer is to be used. Besided response of contractors and builders is
also consider for determine the purpose of research.

At last the project will be beneficial both for company as well as reader
who want to gain inside knowledge about Customer Perception about
Cement Purchasing.
The questionnaire and direct interview are used as the sources of data.
The current problem that the company is facing is also identified with
their probable suggestions are included in the report. This report will be
beneficial for both the company and for those who want to gain
knowledge about the cement industry and its prospects.
All cement having two grades OPC & PPC generally the OPC cement
is more preferred by the wholesaler / retailer. But in the case of final
customer very few customer are having knowledge about OPC & PPC.
the various factors that affect the demand of cement as well as
particular brand sales are like quality, prices, season, promotion
strategy of company or competitors, relationship with suppliers,
discounts and supply position because all these helps to create demand
of cement. But the quality is the factor, which is considered by most of
suppliers as well as customer. This is reason that all cement company’s
emphasis on quality in their advertising.
Price is the second consideration factor because the price difference
among various brands is generally very less as price determined for
basis and CMA determine the prices. There is no price elasticity of
demand as cement is essential commodity its demand is not influenced
with increases or decreases prices in case of final consumer. But
wholesales and retailer are slightly influenced by prices.
There is no seasonal impact on demand but generally Apr., May and
June are considered as a peak time. promotional strategies of company /
competitors have a crucial role in positioning the brand image as it is
clear that quality is most important factor, so advertisement mainly
emphasis on quality (for Ambuja- Virat compressive strength and for
Birla plus har Nirman ki jan).
 CONTENTS

Certificates
Preface
Declaration

Acknowledgement

Executive Summary

Chapter –1 Introduction of Cement Industry

Chapter-2 Conceptual Framework

Chapter- 3 Research Methodology
Chapter -4 Analyzing and Interpretation of Data

Chapter -5 Findings and Conclusions

Chapter-6 Suggestions

Bibliography

Annexure
Questionnaire
 CHAPTER 1

INTRODUCTION OF CEMENT
INDUSTRY
INTRODUCTION OF CEMENT INDUSTRY IN
INDIA

1.1 Cement Industry in India

Size of the industry: India is the second largest cement producer in the
world with cement production at 94 mn. Tonnes and consumption at 92
mn. tonnes during 1999-2000. The industry is highly fragmented in
nature with around 55 companies controlling a total capacity of around
110 mn. tonnes. The high fragmentation is a result of low entry barriers
like easy availability of technology and the commodity nature of the
product. However, cement plants are capital intensive and a green-field
cement plant of the 1-mtpa capacities requires an investment of around
Rs. 330 crores. The typical asset turnover ratio for a new cement plant
would be around 1.3 times.

Growth in demand: Cement is widely used for civil construction

activities, which comprise housing construction, industrial construction,
and infrastructure construction. Housing construction is estimated to
account for around 55% of the total cement consumption, while the
same figures for infrastructure and industrial construction are estimated
to be around 20% and 25% respectively. The industry is growing at a
compounded annual rate of around 8% for the last 8 years and is
expected to grow at around 7-9% in the short to medium term.

Key Inputs and Cost structure: Transportation, coal, power and

limestone costs account for around 75-80% of the total cost of sales.
[1] Limestone is the main raw material required for the cement
manufacturing process but it is a low value mineral and accounts for
only 5-7% of cost of sales. Transportation of limestone across large
distances is not viable and therefore proximity to limestone deposits is
the main consideration in setting up a cement plant. Limestone reserves
are concentrated in specific regions of the country; hence cement plants
are clustered in those areas. However cement demand is dispersed
across the country, with concentrations near urban conglomerations,
which in most cases are far from the cement plants. This has resulted in
long transportation leads for cement.

[2] Coal costs account for around 15-17% of the cost of sales. The
quality of coal available in different regions of the country varies
significantly. Also the plants are located at varying distances from the
coalmines. Coal also being a light material, transportation costs
comprise a significant proportion of the landed costs and is more than
50% for some cement plants. Some cement plants either located near
the ports or at long distances from the mines, import coal and blend it
with domestic coal.

[3] Power costs account for around 22-25% of the total cost of sales and
about 100-105 KW/h is consumed for producing 1 MT of cement.
Power is a critical input to the cement manufacturing process. Frequent
power cuts and declining quality of power in some states has
encouraged many cement companies to set up captive power plants.

[4] In terms of average price (Rs/MT basis) the value of cement is a low
as compared to other commodities that are widely transported. Thus,
the transportation and handling charges for cement are quite high. As a
result, transportation costs, on average account for around 25-28% of
the cost of sales. Based on the distance of the markets from the cement
plant that service them, the retail prices of cement vary very widely
across the country.

Industry Structure and Price fluctuations: The concentration of

limestone reserves in certain regions, high transportation costs of
cement and low entry has resulted in fragmentation of the industry, with
several players operating in the market. Fragmentation has resulted in
high level of competition in almost every market. Large markets like
Mumbai and Delhi have more than 10 active players. Therefore,
regional demand-supply situation in market plays an important role in
determining prices.

Cement demand is seasonal. The demand level falls in the monsoons

and rise sharply in summer. For instance, in 2000-01, the monthly
demand in August (trough for the year) was around 15% below the
average monthly demand, while for March (peak for the year) it was
around 18% above the average monthly demand.

Cement manufacturing process is a continuous process. Hence a typical

cement plant needs at least 15-day planned shutdown maintenance, at a
stretch, for a year, other than unplanned shutdowns that might happen at
other times round the year. Cement is hygroscopic (absorbs moisture)
and consumers have distinct preference for fresh cement. Hence
inventory levels of finished goods are low. These factors limit the
availability of a cement production from a plant round the year. Power
cuts, non-availability of rail and trucks at some points of time in a year
(due to accidents, strikes etc) further limit the availability of cement
production at other points of time in a year.

The demand-supply balance, seasonality of demand and non-

availability of plant for cement production at some points of time in a
year, results in price fluctuations round the year.

Large Plants
(Large Plants means capacity more than 0.198 Mn.T. per annum)
Companies (Members) (Nos.) 55
Cement Plants (Nos.) 127
Installed Capacity (Mn. t.) 146.38
Cement Production (Mn. t.) 2003-04 117.50
Plants with Capacity of Million tones and above (Nos.) 68
Manpower Employed (Nos.) Approx. 1,35,000
Turnover in 2001-02 (Mn. US$) around 6,000

Mini Plants
(Mini Plants means capacity less than 0.198 Mn.T. per annum)
Cement Plants (Nos.) 365
Installed Capacity (Mn. t.) 11.10
Cement Production (Mn. t.) 2003-04 6.00 (P)

List of Cement Plants in India

Sr Name of the Plant Location Installed Capacity

No.
as on 31.03.2000
(mtpa)

NORTHERN REGION 24.46

UNION TERRITORY OF
DELHI
1 CCI Ltd. (G) Tughalakabad 0.50
0.50
HARYANA
2 CCI Ltd. Charkhi-Dadri 0.17
0.17
HIMACHAL PRADESH
3 ACC Ltd. Gagal 2.31
4 CCI Ltd. Rajban 0.20
5 Gujarat Ambuja Ltd. Darlaghat 1.16
3.67
JAMMU & KASHMIR
6 J & K Cements Khrew 0.20
0.20
PUNJAB
7 Gujarat Ambuja Ltd. Ropar 1.34
(G)
1.34
RAJASTHAN
8 ACC Ltd. Lakheri 0.60
9 Shriram Cement Kota 0.20
10 Mangalam Cement Morak 0.40
11 Neer Shree Cement Morak 0.60
Sr Name of the Plant Location Installed Capacity
No.
as on 31.03.2000
(mtpa)
12 Birla Cement Chittorgarh 0.60
13 Chittor Cement Chittorgarh 0.80
14 J.K. Cement Nimbahera 1.54
15 J.K. Cement (G) Mangrol 0.21
16 J.K. Udaipur Udyog Udaipur 0.90
17 Shree & Raj Cement Beawar 2.00
18 Lakshmi Cement Sirohi Road 2.23
19 Aditya Cement Shambhupura 1.40
20 DLF Cement Pali 1.40
21 Binani Cement Sirohi 1.65
14.53
UTTAR PRADESH
22 U.P. State Cement (G) Chunar 1.68
23 U.P. State Cement Churk 0.48
24 U.P. State Cement Dalla 0.43
25 Diamond Cement (G) Jhansi 0.50
26 ACC Ltd. (G) Tikaria 0.60
27 Birla Cement (G) Raebareli 0.36
4.05

EASTERN REGION 8.19

BIHAR
28 Kalyanpur Cement Banjari 1.00
29 Sone Valley Japla 0.25
30 Lemos Cement Khalari 0.11
31 ACC Ltd. Sindri 0.60
32 ACC Ltd. Chaibasa 0.61
33 Lafarge Singhbhum 1.43
4.00
ORISSA
34 OCL India Ltd. Ragangpur 1.00
35 IDCOL Cement Bargarh 0.96
36 L&T Ltd. (G) Jharsuguda 0.70
2.66
WEST BENGAL
Sr Name of the Plant Location Installed Capacity
No.
as on 31.03.2000
(mtpa)
37 Birla Corpn. Ltd. Durgapur 0.60
38 Damodhar Cmt. & Slag Purulia 0.53
(G)
1.13
ASSAM
39 CCI Ltd. Bokajan 0.20
0.20
MEGHALAYA
40 Mawmluh Cherra Cherrapunji 0.20
0.20

SOUTHERN REGION 31.86

TAMIL NADU
41 ACC Ltd. Madukkarai 0.84
42 India Cements Sankaridurg 0.60
43 Chettinad Cement Karur 0.60
44 India Cements Sankarnagar 1.10
45 Tamil Nadu Cements Alangulam 0.40
46 Madras Cements R.S. Raja 0.75
Nagar
47 Dalmia Cements Dalmiapuram 1.03
48 Tamil Nadu Cements Aryalur 0.50
49 Madras Cements Alathiyur 0.90
50 India Cements Dalavoi 0.90
7.62
ANDHRA PRADESH
51 ACC Ltd. Macherial 0.33
52 Orient Cement Devapur 1.18
53 Kesoram Cement Ramagundam 0.90
54 Andhra Cement (G) Vijayawada 0.24
55 Kistna Kistna 0.22
56 Zuari Cement Krishna Nagar 1.70
57 India Cements Yerraguntla 0.40
58 India Cements Chilamkur 1.30
59 Madras Cements Jayantipuram 1.10
Sr Name of the Plant Location Installed Capacity
No.
as on 31.03.2000
(mtpa)
60 Raasi Cement Wadapally 1.80
61 Priyadarshini Ramapuram 0.60
62 Sri Vishnu Cement Sitapuram 1.00
63 CCI Ltd. Tandor 1.00
64 Andhra Cement (G) Vishakhapatna 0.50
m
65 CCI Ltd. Adilabad 0.40
66 Andhra Cement Nadikude 0.50
67 KCP Ltd. Macherla 0.40
68 Panyam Cements Bugganipalle 0.53
69 L&T-A.P. Tadipatri 2.00
70 India Cements-Visaka Tandur 0.90
17.00
KARNATAKA
71 HMP Cements Ltd. Shahabad 0.47
72 ACC Ltd. Wadi 2.05
73 Vasavadatta Cement Sedam 1.20
74 Rajashree Cement Malkhed 2.00
75 CCI Ltd. Kurkunta 0.20
76 Kanoria Industries Bagalkot 0.33
77 Mysore Cements Ammasandra 0.57
6.82
KERALA
78 Malabar Cements Palghat 0.42
0.42

WESTERN REGION 45.59

MAHARASHTRA
79 L&T Ltd. (ACW) Chandrapur 2.50
80 Manikgarh Cement Manikgarh 1.50
81 ACC Ltd. Chanda 0.68
82 Narmada Cement Ratnagiri 0.33
83 Rajashree Cement (G) Hotgi 1.20
84 Indo Rama Cement (G) Raigad 1.00
7.21
Sr Name of the Plant Location Installed Capacity
No.
as on 31.03.2000
(mtpa)
GUJARAT
85 Sikka Sikka 1.08
86 HMP Cements Ltd. Porbandar 0.20
87 Saurashtra Cement Ranavav 1.16
88 Ambuja Cement Kodinar 1.00
89 Gujambuja Cement Kodinar 2.00
90 Gujarat Sidhee Cement Veraval 1.20
91 Narmada Cement Jafrabad 0.40
92 Narmada Cement Magdalla 0.67
93 Tata Chemicals Ltd. Mithapur 0.44
94 L&T Ltd. Pipavav 4.00
12.15
MADHYA PRADESH
95 Satna Cement Satna 0.75
96 Birla Vikas Satna 0.80
97 Jaypee Cement Rewa 2.50
98 Jaypee Cement Bela 1.50
99 Maihar Cement Maihar 2.00
100 ACC Ltd. Kymore 1.60
101 Diamond Cement Damoh 1.03
102 ACC Ltd. Jamul 1.58
103 CCI Ltd. Mandhar 0.38
104 Century Cement Tilda 1.20
105 AmbujaCmt Eastern Bhatapara 1.80
Ltd.
106 CCI Ltd. Akaltara 0.40
107 Raymond Ltd. Cem. Akaltara 2.24
Div.
108 Vikram Cement Jawad Road 2.50
109 CCI Ltd. Neemuch 0.40
110 Lafarge Sonadih 0.30
111 L&T Ltd. Hirmi 1.45
112 Grasim Cement Raipur 1.80
113 Prism Cement Satna 2.00
26.23
Sr Name of the Plant Location Installed Capacity
No.
as on 31.03.2000
(mtpa)

Grand Total: (113 Plants) 110.10

Source: CMA Statistics 2000
1.2 CEMENT & ITS PRODUCTION PROCESS

CEMENT AND ITS UTILITY:

As we know that the house is the third necessity of the human life and
for building a house of ones dream, there is a requirement of cement,
which is used as a catalyst.

Composition:
Cement is a mixture of limestone, clay, silica and gypsum. It is fine
powder which when mixed with water sets to a hard mass as a result of
hydration of the constituent compounds. It is the most commonly used
construction material.

THE DIFFERENT TYPES OF CEMENT:

There are different varieties of cement based on different compositions
according to specific end uses namely Ordinary Portland Cement,
Portland Pozolona Cement, Portland Blast Furnace Slag Cement, white
Cement and Specialized Cement. The basic difference lies in the
percentage of clinker used.

Ordinary Portland Cement (O.P.C).

OPC, popularly known as grey cement has 95 % clinker and 5% of
gypsum and other materials. It accounts for 70 % of the total
consumption. White cement is a variation of OPC and is used for
decorative purposes like rendering of walls, flooring etc. it contains a
very low proportion of iron oxide.

Portland Pozolona Cement (P.P.C).

PPC has 80 % clinker, 15% pozolona and 5 % gypsum and accounts for
18% of the total cement consumption. Pozolona has siliceous and
aluminous materials that do not possess cementing properties but
develop these properties in the presence of water. It is cheaply
manufactured because it uses fly ash / burnt coal waste as the main
ingredient. It has a lower heat of hydration. This helps in preventing
cracks where large volumes are being cast.

Portland Blast furnace Slag Cement (PBFSC)

PBFSC consists of 45 % clinker, 50 % blast furnace slag and 5 %

gypsum and accounts for 10% of the total cement consumed. It has a
heat of hydration even lower than PPC and is generally used in
construction of dams and similar massive constructions.

White Cement

Basically, it is O.P.C: clinker using fuel oil (instead of coal) and with
iron oxide content below 0.4% to ensure whiteness. Special cooling
technique is used. It is used to enhance aesthetic value, in tiles and for
flooring. White cement is much more expensive than gray cement.

Specialized cement
Oil Well Cement: is made from clinker with special additives to prevent
any porosity.
Rapid Hardening Portland cement: It is similar to O.P.C, except that it
is ground much finer, so that on casting, the compressible strength
increases rapidly.

Different Types of Processes

The wet semi-dry or dry processes can be used to produce cement. In
the wet /semi –dry process, the raw material is produced by mixing
limestone and water (called slurry) and blended with soft clay. The dry
process and semi-dry processes are more fuel-efficient. The vertical
shaft technology employed by mini cement units, use the wet process
where as the rotary kiln technology uses the modern dry process. The
Indian cement industry has been progressively using the wet process
with the dry process, which now accounts for 91% of the installed
capacity.

Production process and normative capacity utilization.

Cement is produced in 2 stages: (1) Clinkerisation (2) Grinding.
Clinkerisation takes place in a kiln and the capacity of the kiln often
determines the capacity of the cement plant. Clinker so produced is
ground with gypsum in the grinding stage to produce OPC grade of
cement. However along-with clinker and gypsum, pozzolonic materials
and slag could be added to produce other grades of cement like PPC
and Slag cement.

A cement plant with a kiln capacity of 3000tpd is often referred to as a

cement plant with a capacity of 1 mtpa. A 1-mtpa plant on an average
works for 330 days out of the 365 days in a year. The downtime of 35
days is on account of the following:

Planned shutdown of about 15 days in a year to change the refractory

linings of the kiln.
Unplanned shutdown of about 1.5-2.0 days / working month on account
of breakdown, power failure etc., totaling about 20 days.

Hence technically, a plant working at 100% capacity utilization works

for 330 days per year only. Utilization levels below 100% could be on
account of
Lower demand and seasonality of demand.
Frequent power cuts (and no backup power).
Breakdowns due to other reasons.
Lack of transportation facility (shortage of trucks/ rail wagons): Storage
capacity at the plant site is only 3-4 days of production levels.
Unforeseen, non availability of transport (rail wagons or trucks) at some
points of time due to strikes, accidents, poor availability on account of
demand for trucks for transportation of other seasonal commodities.

Since plant capacity is expressed on a 330-day basis, a plant running for

all 30 days in a month can have a higher monthly capacity utilization
(above 100%). Also if a plant produces PPC and Slag grade of cement
or a mix of these grades along with OPC, the capacity utilization can be
higher than 100%. This is because, for the same clinker capacity,
adding slag or pozzolonic materials can produce higher amount of
cement.
1.3 CEMENT INDUSTRIES IN RAJASTHAN.

Rajasthan All India Ranking - 1

(Northern Region) (In Cement Production)

Cement Cement Cement/Clinker

Year Capacity
Production Consumption Export
2003- 17.78
18.52 (12.65) 6.61 Neg.
04 (15.13)
2002- 17.28
17.71 (12.65) 6.16 -
03 (15.52)
2001- 16.01
17.43 (12.92) 5.21 -
02 (15.63)
2000- 14.53
15.39 (12.66) 4.74 -
01 (15.52)
1999- 14.85
14.53 (13.20) 5.15 Neg.
00 (15.76)
1998- 12.67
14.07 (13.08) 4.49 0.01
99 (15.51)
1997-
14.92 (14.70) 10.87 (14.16) 3.92 0.01
98
1996-
14.80 (15.38) 8.75 (12.50) 3.35 -
97
1995-
9.80 (11.30) 7.83 (12.13) 2.98 0.01
96
1994-
9.43 (12.08) 6.95 (11.91) 2.76 0.09
95
1993-
7.16 (10.05) 5.72 (10.57) 2.66 0.05
94
Note: Figures in brackets are percentages to All India total
DETAIL OF CEMENT PLANTS AND GRINDING
UNITS IN RAJASTHAN.

Annual Installed
Name of Cement
Sl.No. Location Capacity
Company/Plant
(Million Tonnes)
1 ACC Ltd. Lakheri 0.60
2 Birla Cement Chittorgarh 0.72
3 Chittor Cement Chittorgarh 1.28
4 Mangalam Cement Morak 0.40
5 Neer Shree Cement Morak 0.60
6 Aditya Cement Shambhupura 1.75
7 J.K. Cement Nimbahera 2.54
8 J.K. Cement Mangrol 0.75
9 Lakshmi Cement Sirohi Road 2.23
10 J.K. Udaipur Udyog Udaipur 0.90
Ambuja Cement Raj.
11 Pali 1.80
Ltd.
12 Shree Cement Beawar 2.60
13 Binani Cement Sirohi 2.15
14 Shriram Cement Kota 0.20
 CEMENT INDUSTRY IN RAJASTHAN

Position of Cement Industry in Rajasthan, the manufacture of

cement of recent developments in India. The increasing home
market due to increased activity in building construction and new
uses of concrete has led to considerable expansion.

The choice of location for the manufacture of cement is generally

influenced by transport costs where the raw material used is bulky,
there is a tendency for the industry to the located near the source of
row materials so that the heavy transport costs on materials could be
avoided for the manufacture of 100 tons of cement, 160 tons of
limestone, 38 are bulky in weight and cheap in price hence, cement
industry is generally seen out cropping lat places but it does not rise
more than a few meters above the plain area.

Before independence, Lakheri was a popular place, which is a still

famous for its quality cement. At resent these are the following
cement industries functioning in rajas than.

MAJOR CEMENT INDUSTRIES WORKING IN

RAJASTHAN
1. Acc ltd. Lakheri, Bundi (1951)

2. Birla cement works, Chittorgarh

3. Aditya cement works, Chittorgarh

4. Mangalam cement, Morak (Kota)

5. Shree cement, Beawar

6. J.K.Cement, Nimbahera

7. J.K. Corporation Limited, Sirohi

 8. Shriram cement, Shriram Nagar, Kota

9. Binani cement ltd., Sirohi

10.Bangur cement, Beawar

As far as cement production in Rajasthan is concerned Shree

cement, Beawar tops in the list, according to the production. Now
Birla Uttam also tries to increase its capacity by generation
electricity through their own thermal power plant. The total capacity
of Birla Uttam is 4500 MT/day.

CEMENT INDUSTRY IN INDIA

A report from ICRA says “cement industry to grow at 8 percent in

medium terms.” It added, “With the economy looking up the cement
industry is likely to grow at 8 percent in the next couple of months
even as the aggregate earnings might not improve drastically. The
fundamental look bright and the cement demand in the medium term
are expected to grow at around 7-8 percent. “ICRA has also
predicted a supply ‘surplus’ situation for the industry in the near to
medium term.

The cement companies are expected to continue to face the problem

of rising input costs, as they do not have control on external cost
elements such as energy and freight. “The earnings of the cement
industry on an aggregate may not improve significantly, there may
be select players in the industry, who may show improve earnings”.
ICRA said.

This would include players who are constantly focusing on raising

operating efficiently, have high economics of scale and are not
dependent on few regional markets above have good distribution
logistics and process a good brand name, cement sector is expected
to witness a consumption growth in tune with the overall economic
growth because of the strong co-relation with GDP. ICRA pointed to
on going road and housing projects to be the main driver of future
demand of cement.
 The infrastructure sector grew by 5.9% in January 2004 against
4.9% in the corresponding period last year. However, the growth
was at the same level as in December 2003. The index of the six
infrastructure industries (crude petroleum, petro refining, coal,
electricity, cement steel) which accounts for almost 27 percent of the
industrial production index (IIP) went up by 4.7% in the first ten
months of 2003-04 against 5.8% in April to January 2003-04.

Indian cement industry has posted a healthy growth rate of 7.81

during the year 2004-05. Cement production increased from 117.50
million tones in the fiscal 2003-04 to 125.86 million tones in 2004-
05 and the installed capacity of the industry increased from 146.38
million tones in March 2004 to 152.09 million tones in March 2005.

IMPORTANCE OF CEMENT INDUSTRY IN

INDIAN ECONOMY

Cement plays a crucial role in the building operation. Almost every

phase of human activity involves construction work and the
industrial development and progress of a nation is directly related
with the extent of its construction activities, which are mainly base
on the consumption of cement. The importance of cement industry
may be given as under:

• Basic ingredient in construction works

• Generation of employment
• Contribution to national exchequer
• Contribution to Indian railways revenues
• Helpful in the development of other industries
• Enhancement in the national income
• Huge export potentialities and quick marketability

In a nutshell, the cement industry plays a pivotal role in the national

economy. The consumption of cement is the key indicator of the
country’s prosperity, development and constructive activities. If proper
steps were taken for the sound development of the industry with the
latest technology the industry is sure to serve the people and nation in a
better way. It is a matter of pleasure and satisfaction that the
government is alive on the issue and is keen to better the position of the
industry with a realistic and balanced development strategy so that the
industry may be brought out of the whirlpool of stagnation.

PROSPECTS FOR DOMESTIC

CONSUMPTION GROWTH
International experience suggests that the per capita consumption of
cement increased dramatically in the early stages of development of
a nation and as the nation develops it reaches a plateau. I have all the
advanced nations have reached a plateau. The per capital cement
consumption of the less developed countries (LDC) are well below
the world average, given the fact that India’s per capital income is
well below the world average the future prospects for growth of the
cement industry appear bright. Firstly, at the existing level of per
capita consumption, total cement consumption will grow in line with
per capita consumption; total cement consumption will grow in line
with per capita income. Secondly, as suggested by the experience of
other countries, the cement intensity of the economy is higher at
higher levels of per capita income. Both this factors supports the
optimistic assessment of prospects of domestic’s consumption
growth.
The development economical noted that the cement industry
witnessed recessionary trends. During the last few years the prime
reasons for such situation. Were substantial back, particulars in govt.
of take of cement and industry crunch in the market.

But now govt. Bold and pragmatic liberalization policy coupled with
structural changes has brought India on the threshold of a new are of
ecomonic progress.
Recently our prime minister has amended to create cement concrete
road in over India. Govt. has provided special to infrastructure sector
and Housing Corporation, so this will create new demand in cement
industry. Housing corp. is providing loan from houses on low rates,
which will enchance the demand of cement and many after reason
like earthquake in turkey and Kargil incident etc.

So there is very bright for cement industry in next coming years.

 CLOSURE OF CEMENT PRODUCTION
Fifteen large cement plants are closed or have stopped production
due to various reasons such as technological obsolescence and
economic non-viability. Out of fifteen cement plants, three are in
Madhya Pradesh, two each in utter Pradesh, Haryana Karnataka and
Gujarat one each in Andhra Pradesh, Bihar, Maharasthra and rajas
than. The government has taken a number of steps for revival of sick
industries units. These include guide lines of reserve bank of India to
banks, amalgamation of sick unit’s wit healthy units and setting up
of board for industrial and financial reconstructions (BIFR) under
sick industrial companies act, national renewal fund, national equity
funds etc.

Export and domestic demand of cement

The total quality of various types of cement produced in the country
and exported during the last three years is as under:
As per the task force report on cement industry for the ninth plan
there are bright prospects for exports particularly to countries in the
Indian sun-continent, middles and Southeast Asia.

Financial problem in cement industry

Inter regional price of cement vary on account of factors such as
local demand and supply, distance of market from the cement
producing centers etc. On account of demand recession, at present
there is an mis-match between the existing production capacity and
demand of cement. Since there is excess capacity in cement industry
at present, there is a major capacity expansion plan on avail by the
cement industry.
 CHAPTER 2
CONCEPTUAL FRAMEWORK
 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 eviornment.
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.
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 people’s action, emotions, thoughts or feelings are triggered
by the perception of their surrounding.
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.

Perceptual Perceptual through puts Perceptual

Input Output’s
Stimuli Receiving ----Selecting---Organizing--- Actions
Interpreting

Complex Process
Then approach emphasize that there is impact which is processed
andInput
Perceptual gives outputs. It does not present the whole factors, which go in
Objects
Events
Input, Throughput and Output process.
People
Characteristic of
Input or Stimuli

Perceptual Output
Perceptual Mechanism Attitudes
Selection interpretation Opinions Beha
Feelings vior
Organizing Values

Characteristic of
Characteristic of the the Percives
situations
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.
(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 Mechnism :-
Perceptual mechanism involves three elements – selection of stimuli,
organization of stimuli and interpretation of stimuli.
a. 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.
b. 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.
c. 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.
3. 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.

Components of Perception

Perception is a process of sensory organs. The mind get 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 :
1. Stimuli : The receipt of information is the stimulus which results

in sensation. Knowledge and behavior depends on senses and

their stimulation
2. .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 people’s selection capacity and the intensity
of stimuli.
3. 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.
4. Translation : The stimuli are evaluated before being converted

into action or behavior. The evaluation process is transmission.

The perception process is purely mental before it is converted
into action. The conversion is translation.
5. Behavior : 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.
6. Performance : Proper behavior leads to higher performance.

Higher performance become a source of stimuli and motivation

to other employees. A performance – reward relationship is
established to motivate people.
7. 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 person’s 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 is so, 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 the 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 intention on the purchase decision.
The first factor is the attitudes of others. The extent to which another
person’s attitudes reduces one’s preferred alternative depends on two
things :-
The intensity of the other person’s negative attitude towards the
consumer’s 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
(weekened) and payment method decision credit card.

Post Purchase Behavior: -

After purchase the product, the consumer will experience some level of
satisfaction or dissatisfaction. The marketer’s job does not end when the
product is bought.

Post Purchase Satisfaction: -

The buyer’s satisfaction is a function of closeness between the buyers
expectations on the products perceived performance.

Post Purchase Actions: -

The consumer’s satisfaction or dissatisfaction with the product will
influence subsequent behavior.
 CHAPTER 3
RESEARCH METHODOLOGY
 Objectives of Study

The Objectives of Study :-

1. To gain knowledge about cement industry in kota region.

2. To understand and observe the practical work in such a giant

organization.

3. To study customer perception.

4. To research over customer perception about cement purchasing

in kota region.

5. To have the direct contact with the employees.

6. Here the study is important as it bridges down the gap between

theoretical knowledge & practical experience for a fieldwork.
 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 kota city was consider as universe.
  Sample Size :- It refers to deciding how many people to be

surveyed during the study. Researcher planned to serve 15 people

of urban area and 15 people of rural area of kota city.

 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 respondence

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 consist of a number of questions printed on typed in a
definite order on a form or set of forms. The respondent have 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.
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
 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 kota city hence the result do 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.
 CHAPTER 4
ANALYSING OF DATA
 1. Price Preference Chart Kota Urban

Brand Name No. of Customers

Birla Uttam 6
Vikram Cement 4
Ambuja 2
Binani 1
Others 2
Total 15

Price preference chart Kota Urban

No. of Customers

8
6
4 Series1
2
0
Ambuja

Binani
cement
Uttam

Others
Vikram
Birla

Brand Name

Interpretation :- 40% respondent prefer Birla Uttam on the basis of

price. 26.66% respondents prefer Vikram Cement and 13.33% prefer
Ambuja Cement, 6.66% prefer Binani and 13.33% prefer other brands
in urban are on price basis.
2. Quality Preference Chart – KOTA URBAN
 Brand Name No. of Customers
Birla Uttam 5
Vikram Cement 3
Ambuja 3
Binani 2
Others 2
Total 15

Quality preference chart – KOTA URBAN

No. of Customers

6
5
4
3
2 Series1
1
0
Ambuja
Uttam

Binani
Cement

Others
Vikram
Birla

Brand Name

Interpretation :- 33.35 respondent prefer Birla Uttam, 20%

respondents prefer Vikram Cement, 20% prefer Ambuja and 10.03%
prefer Binani and 3.33% prefer other brand on quality preference in
urban area.

3. Strength Preference Chart – KOTA URBAN

Brand Name No. of Customers

Birla Uttam 4
 Vikram Cement 2
Ambuja 5
Binani 2
Others 2
Total 15

Strength preference chart – KOTA

URBAN
6
No. of Customers

5
4
3 Series1
2
1
0
m

s
i
ja

n
en

er
tta

bu

na
em

th
Am

Bi
U

O
C
r la

am
Bi

kr

Brand Name
Vi

Interpretation :- 33.35 respondent prefer Ambuja cement, 26.66%

prefer Birla Uttam, 13.33% prefer Vikram Cement and 13.33% prefer
Binani and 13.33% prefer other cements in Urban area on strength
basis.

4. Price Preference Chart – KOTA RURAL

Brand Name No. of Customers

Birla Uttam 3
Vikram Cement 3
Ambuja 4
Binani 2
 Others 2
Total 15

Price Preference Chart – KOTA

RURAL
5
customers

4
No. of

3
2 Series1
1
0
ja
t
am tam

ni

s
en

er
bu

na
em

th
t

Am
U

Bi

O
C
rla
Bi

kr

Brand Name
Vi

Interpretation :- 26.66% respondent of rural area prefer Ambuja

cement on price basis. 20% respondents prefer Birla Uttam, and 20%
prefer Vikram Cement 20% prefer Binani and 13.33% prefer other
cements in Urban area on price basis.
5. Quality Preference Chart – KOTA RURAL

Brand Name No. of Customers

Birla Uttam 4
Vikram Cement 4
Ambuja 2
Binani 2
Others 3
Total 15
 Quality Preference Chart KOTA RURAL
No. of Cunstomers
5
4
3
2 Series1
1
0

Ambuja

Binani
Cement
Uttam

Others
Vikram
Birla

Brand Name

Interpretation :- 26.66% respondent of rural area prefer Birla Uttam

and 26.66% prefer Vikram Cement on the quality basis. 13.33% prefer
Ambuja Cement, 13.53% prefer Binani Cement and 20% prefer other
brands on quality basis.

6. Strength Preference Chart – KOTA RURAL

Brand Name No. of Customers

Birla Uttam 4
Vikram Cement 3
Ambuja 3
Binani 3
Others 2
Total 15
 Strength Preference Chart – KOTA
RURAL

No. of Customers
5
4
3
Series1
2
1
0

Ambuja

Binani
Cement
Uttam

Others
Vikram
Birla

Brand Name

Interpretation :- 26.66% respondent prefer Birla Uttam in rural are on

strength basis, 20% prefer Vikram cement, 20% prefer Ambuja
Cement, 20% prefer Binani Cement and 13.33% prefer other brands on
strength basis.

7. Customer Preference towards Brands: -

Brand Name No. of Customers

Birla Uttam 8
Vikram Cement 7
Ambuja 4
Binani 7
Others 4
Total 30
 Customer Preference towards Brands

No. of Customers
10
8
6
4 Series1
2
0

Binani
Uttam

Ambuja
Cement

Others
Vikram
Birla

Brand Name

Interpretation :- 53.33% respondents prefer Birla Uttam brand,

46.66% prefer Ambuja cement, 46.66% prefer Vikram Cement, 26.66%
prefer Binani Cement, 26.66% prefer other brands.

CHAPTER 5
 FINDINGS AND
CONCLUSION

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
Birla Uttam, Ambuja and Vikram Cement is are well famous
brands.

4. In rural area Vikram Cement and Birla Uttam 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 Uttam and Vikram 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.

Conclusion

After analyzing the customer perception about cement purchasing. We

can say that customer perceive Birla Uttam, Vikram Cement, Ambuja
and Binani Cement as a mark of quality. In kota urban area most of the
customers aware about quality and says Birla Uttam and Vikram
cement are symbol of quality. In rural area customers doesn’t know
quality but they know quality in a sense of strength.
In kota urban customer see price as well as quality. Birla Uttam
is having slightly high price rather than others. But in urban areas Birla
Uttam and Vikram Cement both are demanded. In rural areas customers
are conscious about price. Birla Uttam and Shree Ram Cement is well
preferred in rural areas.
 CHAPTER 6
SUGGESTIONS

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.
 BIBLIOGRAPHY

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:

• www.google.com

• www.answer.com
 ANNEXURE

QUESTIONNAIRE

Name of the Customer

Address of the Customer

Q1. To which geographical area you belong to

 Rural Urban

Q2. Which cement brand you are using for your construction?
…………………………………………………...

Q3. Rank the following reason for making your selection

1. Brand Name
2. Strength
3. Price
4. Availability
5. Quality
6. Any other

Q4. Do you want to change your preference?

Yes No

Q5. What are the reason forces you to change your preference?
………………………………………………………

Q6. Rank the following brand according to economic price

1. Birla Uttam
2. Vikram Cement
3. Ambuja
4. Binani
5. Other
 Q7. Please rank the following brands according to their
strength quality
1. Birla Uttam
2. Vikram Cement
3. Ambuja
4. Binani
5. Other

Q8. Rank the following brands according to their quality

1. Birla Uttam
2. Vikram Cement
3. Ambuja
4. Binani
Other

Q9.Rank the following brands according to your preference

1. Birla Uttam
2. Vikram Cement
3. Ambuja
4. Binani
5. Other

Q10. Give suggestion to company to increase sales/improve

quality?
………………………………………………..