Beruflich Dokumente
Kultur Dokumente
and Director- Dr. K.K. Mishra, Head of department- Dr. Hari Mohan Saxena and
Faculty guide- Mrs. Parul Raghuwanshi for giving me a chance to prove me in field of
research which I have been able to bring logical conclusion. The knowledge and
awareness gathered coupled with the help and encouragement of my company guide
Mr. Arun Gupta, Sales area incharge Lucknow, has given me impetus to complete
I praise God the almighty for providing me this opportunity and granting me the
capability successfully.
i
PREFACE
As per the requirement of MBA 3rd semester we have to go through research project so
I have completed my project under ACC Cement in which I have to study on consumer
buying behavior and their perception while choosing specific brand of cement. The
company provided me the questionnaire which I have to get filled by the different
cement traders in different places of Lucknow. In the process i have faced lots of
queries about my company performance. So I expect that my work would at least act as
a source further scope to the company to grow more in different places of Lucknow.
ii
EXECUTIVE SUMMARY
This project attempts to know the consumer buying behavior and their perception
while choosing which brand of cement they buy for individual use or for any project
work. In this project we also have to find that what consumer are going for big brand
It was a research conducted to get the feedback of the Dealers and Retailers about
what type of customer come to their store and what their perception about different
cement companies and also which brand they prefer to a customer who is ready to
(1) The main objective of this project was to carry out market survey to know
iii
(2) To know the customers preference for the brands of cement.
(3) To analyze the market share of the different cement brands in Jankipuram,
PRODUCTS
The company manufactures Portland cement for general construction while its blended
products, acknowledged for outstanding durability, include fly ash and slag-based
cements. Both these varieties of cement offer high quality and special properties that
iv
RESEARCH METHODOLOGY INTRODUCTION
“Research Methodology” refers to the methodology that has been adopted to conduct a
particular study, because in the project work; the study of special subject dealt with
Primary Data: Primary data is collected through questionnaire. It consider as the heart
of the survey
Secondary Data: The secondary data is collected by referring several reports and from
Universe: Lucknow
Sample Size: 60