PREFACE

As a Student of B.B.A. (Hons.) 16th Batch, the survey on customer satisfaction on ACC Cement has been provide to me by my department, under the guidance of Miss. Mayuri Jain (lecturer) I conducted this work in Sagar City. It presents synoptic review the research methodology. Objective, limitations and suggestions regarding the existing product. A field survey was conducted with the help of questionnaire in Sagar City. The main aim of this survey is to know about the level of constomer satisfaction regarding ACC Cement in Sagar City. it also includes product utility. People behavior, Satisfaction, imagination, company policies and customer problems. This Survey is made to answer the expose above motioned topies through statistical representation, pie diagram and graphs.

MANOJ KUMAR BBA II SEM. 16TH BATCH

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Prof. Y.S. Thakur, Head of Department Miss Mayuri Jain (Lecturer) Department of Business Management , Dr. Hari Singh Gour University Sagar for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Miss Mayuri Jain (Lecturer) she rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

(MANOJ KUMAR) B.B.A IInd Semester

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " ACC CEMENT " on Market Segmentation is nay own work conducted under the supervision of Miss Mayuri Jain (lecturer) Department of Business Management Dr. Hari Singh Gour Uniersity Sagar To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

(MANOJ KUMAR ) B.B.A II Semester

CERTIFICATE
The project report titled "ACC CEMENT " been prepared by MR. MANOJ KUMAR BBA II Semester , 16th Batch under the guidance and supervision of Miss MAYURI JAIN (lectuer) for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

table of CONTENTS
TOPIC 1. 2. 3. TITLE
Introduction Objective of the study Review of Literature

Page No.

4. 5. 6. 7. 8. 9.

Data Collection methods Data Analysis and interpretation Findings Conclusion Suggestions Limitatons Biblography Questionnaire Bibliography Questionnaires

INTRODUCTION Indian Marketing Environment is largely described as sellers market. We have chronic shortages and scarcities Demand is invariably Purchase power do masses is limited particularly in convenience goods. greater than supply.

more than 30% of our population have income below poverty line bulk of our population resides in villages and marketers have yet to capitalize rural marketing opportunities. The consumers are ignorant, illiterate, unorganized and hence

they have weak bargaining power. oriented marketing approach.

Most of our business

enterprises are still having selling concept, which is product Bigger business houses having national markets are adopting integrated corporate planning and market planning as well as strategic market programmes. Marketing Research and information as well as strategic marketing planning have very limited scope at present. A change is taking place in the marketing environment at a reasonable speed and many consumer oriented marketing companies are beginning to realize the pressure of competition and buyers market. But the transaction to marketing orientation is a long and difficult process. Marketing research has a bright future in the feature of matured economy. Marketers are caked upon to anticipate changes in the marketing environment involving opportunities risks and uncertainties. and intensity They are regained to forecast the direction of there future change plant to meet

anticipated changes in the environment and secure favorable relationship with the changing environment. To do there Accurate intelligent planning marketers need information.

sales forecasting involves collection and processing of information. We can have more accurate and reliable sales forecast, marketing plans and programmes through organized information system. We should have profitable

marketing activities, minimum risks and uncertainties.

This project report offers detailed regarding marketing of Cement in general and marketing performance and marketing share of ASSOCIATED CEMENT COMPANIES LTD., [ACC]. It also deals with a case study of SRI SHABAREESH AGENCIES, SHIMOGA, reference have been made to marketing of other Cements also so as to bring out comparative cements. In the modern world Cement has gained so much recognition that no building is built without Cement. It is deemed to be the best and only construction material at present. Even though cement is used by almost every man he does not know much about it. This project report attempts to bring about details regarding history, manufacturing process, types of cement available, problems in marketing if cement and other details regarding cement. Efforts have also been made to get the opinion of dealers regarding marketing and other aspects of Cement etc., and consumers opinion regarding ACC Cement. Attempts have also been made to assess the marketing performance of SRI SHABAREESH AGENCIES and certain suggestions have also been given for improvement of marketing strategy by adopting suitable marketing programmes. AIMS AND OBJECTIVE 1. To know about the process of manufacturing cement. 2. To know about the raw materials used in the process.

3. To analyze the sales performance of Acc cement in General. 4. To analyze the sales performance of Cement by SRI SHABAREESH AGENCIES. 5. To assess marketing strategy adopted by SRI

SHABAREESH AGENCIES. 6. To analyze the general problems in marketing of cements and specific problems confronted by SRI SHABAREESH AGENCIES. 7. To know consumer preference towards various brands of cement especially towards ACC Cement. 8. To give specific suggestions for improvement pf

marketing strategy of SRI SHABAREESH AGENCIES.

SCOPE OF THE STUDY The scope of this report is restricted to the study of consumer preference and Dealers opinion regarding marketing of ACC Cement in Shimoga City. This report includes the efforts that have been taken up by the ASSOCIATED CEMENT COMPANIES LIMITED to improve the quality and sales and also the efforts that have been taken up by SRI SHABAREESH AGENCIES to increase the sales of ACC cement in Shimoga city.

METHODOLOGY The Method adopted to conduct this study may be classified into 2 types. The information has been gathered through two sources. 1. Primary data. 2. Secondary data. The primary data has been collected through personal interview and by observation. It has been collected directly from the Firm Proprietors information are collected by observational methods. Sources of Secondary data like News papers, Magazines, Books, Internet helped a lot in preparing this case study.

LIMITATIONS Since construction. everywhere. Cement is used only in the process of

It is rather difficult to get respondent It is also difficult to known the opinion of

respondences each and every one will have qualitative knowledge about Cement. There are channel of respondent issues being this chance whether it may be a wrong or right this; may create a bias in response. possible. The scope of study reconfirmed to shimoga only. The reference has been drawn with the help of opinion of both consumers and dealers of Shimoga town. There may be channel of inference becoming unsuitable in, such marketing environments which have completely a different set up of marketing friends. As Cement is a product confirmed to person who are involved in the process of construction. It is very difficult to get information for every one. Even though it is difficult all attempts as have been made and necessary precisions have been taken to award bias and get answer to make the report a relative one. However it has been avoided as for as

CHAPTER 2 CEMENT PRODUCT HISTORY INTRODUCTION [Origin of the word Cement] The word CEMENT is from the Swan to cut and originally had reference to store cuttings used in lime mortar. Then it is logical that in to middle age of the substances known as MORTAR which is now used to the word was commonly called as CEMENT. In correct modern age, cement generally mean the substances which binds the stones or bricks with which are built and term may be used with respect to any materials serving such a purpose. PORTLAND CEMENT Port land Cement is a finely ground powder, usually grey which when mixed with water hardens and develops strength primarily because of a large content of hydrous calcium Silicates. There and other constitutes react chemically with the water by hydration and hydrolysis. The most common raw materials are lime stone and clay or shell. It is produced by burning at high temperature materials containing lime, alumina, iron and silica in predetermined proportion to given the desired and properties.

Normally, Gypsum or its derivatives are added during grinding stage for set control. Portland cements with special properties are produced by varying the oxide composition and also by adding small amounts of chemicals agents at the clinker grinding stage or later. When mixed with water alone to form hard mass. Early investigators advanced divergent theories as to why Portland cement forms a rigid strong coherent mass when it reacts with water. It has since been established that a colloidal of high internal surface area is formed. Whatever the extent of direct chemical continuity, it is apparent that the large internal surface forces may also be involved. USE OF PORTLAND CEMENT A mixture of cement and water is called neat cement paste, such. whether fresh or hardens. In some grunting operations, including oil well cementing, the paste is used as Generally however, it constitute two hardening ingredient in mortar or concrete. This use of sand and stone filler called aggregate is an economy and also reduces shrinkage. Another use Portland cement is in soil cement Portland cement is also mixtures used as pavement base.

mixed with asbestos fiber and water and processed to make special products. Like organize plastics it derives much of its utility from the fact that it is readily cost or molded into shape. Concrete is used, extensively for shielding against It is used around reactor and partial nuclear radiation.

accelerators and for construction of radiation shelters.

Sometimes special, heavy aggregates are used to reduce required thickness.

PRODUCT HISTORY The origin of cement dates back to the earlier centuries. The first people to use the materials for binding were the Egyptians. The Egyptians used impure Gypsum plaster as mortar in constructing the famous pyramids once of the seven wonders of the world. Greeks used slacked lime for the purposes of construction. The Roman learned the use or the utility of the binding materials from Egyptians and Greeks. The Romans and Greek made a pozzolanic mortar by mixing finely ground volcanic material with lime. of a place in Italy. The Romans used powdered pottery fragments as possalana or binding materials. The pozzolanic cements as they were called were made by mixing the volcanic stuff and powdered pottery fragments with lime and water. This mixture was found to have the resistance needed for exposing to water and air for a long times. At that time there were the only mixture or cement as thus are called were suitable for any type of exposure. Such cements are used to constructing the famous structures as the Roman Pantheon and coliseum. The word Pozzoland is derived from the word pozzuoli, name

The middle ages the quality of mortar declined. It was commonly a sand-mortar lime mixture. The decline in the quality of the mortar was the insufficient burning of lime. It was in the 17th century that the actual compositions by cement began to get its shape. house off the Cornwall port, in England. At that time lime pozzalana was the only recognized material for under water construction. But he was not satisfied with the mixture semitone. Experimented with lime and he found that clay constituted a considerable part of lime. He is thus credited as the first person to find the constituents of the hydraulic lime. In 1796 James parker of England, patented a hard burned impure lime. He used it as the binding material. It did not slake (absorb water and crumble) when it was exposed to water or air. He called it as the Roman Cement. But this type if cements required as they were in the form of crystals. This cement was the basis on which the National Cement as it was called was produced in the 1820s. But the only difference was the Natural Cement was the mixture of hard burned impure lime and cement rock. A type of rock which was available in U.S.A. thus the foundation for the cement Industry was laid. In 1824, a process of making cement was patented by Joseph Apsdin in England. He named the cement as Portland In 1756 when John Smeaton was commissioned to rebuild the Eddy stone light

cement.

This was because the cement products had the Modern cement in logical and

resemblance of the Portland in England Apsdin, so confirmed the name to the cement. scientific development from natural cement.

PRODUCTION OF CEMENT Methods of production of cement have changed greatly over the years. It has changed so much that there old process has no connection with the modern process. Earlier, the fire which was used to burn the raw materials was done in a fixed place i.e., it was stationer; it could not be moved or rotated. After a few years intermittently operated kilns were used. The production was done on a small scale. The kilns which were used for burning underwent great changes. The most notable was the introduction of the rotary kilns. for the purpose was not a success. respectively. This was the process that achieved the 1st success in the United States. Thi9s eventually led to complete adoption of rotary kiln for production of cement. But in Europe the continuously operating staff kiln is even used today. In 1877 T.R. Crompton obtained a British patent as a rotary kiln Fredrick Ransance obtained British and U>S> patents in 1885 and 1886

MODERN PROCESS OF MANUFACTURING CEMENT PREVIOUS PROCESS: Cement is a finely ground powder, usually grey which when mixed with water hardens and develop-s strength primarily because of large content of a hydrous calcium silicates. The most common raw material is lime stone and clay or share. The raw mix in finely ground and heated to about 1500 degree celcious to decompose the calcium oxide poultry fused clinker of marble size is produce the clinker is then ground with the small amount of calcium sulphate (gypsum). Then the content was obtained. This was the type of manufacturing process which was in use in the earlier days. THE MODERN PROCESS The modern manufacturing process of cement is of two type. 1. Dry process. 2. Wet process.

FLOW

DIAGRAM

SHOWING

MIXING

OF

RAW

MATERIALS DRY PROCESS

CALCAREOUS MATERIALS (LIME STONE ETC)

AGRELLACEOUS MATERIALS (CLAY ETC)

CRUSHING

CRUSHING

FUSE GRINDING IN BALL MILLS AND TUBE MILLS

FUSE GRINDING IN VALL MILLS AND TUBE MILLS

STORAGE

STORAGE

MIXING OF RAW MATERIALS IN CORRCT PROPORTION

STORAGE TANK

WET PROCESS
CALCAREOUS MATERIALS AGRILLACEOUS (LIME STONE ETC) MATERIALS (CLAY ETC)

CRUSHING

WASHING

STORAGE IN SIDE SILOS

STORAGE IN BASINS

CHANNELS

GRINDING MILL

FERMENTATION OF SLURRY

CORRCTING BASINS

STORAGE TANK

The mixing of raw materials involves four stages. are a. Size reduction. b. Blending. c. Liberating Carbon-di-oxide. d. Pulverizations.

They

The procedures are the phases are almost identical in both the process. The phases are step that are involved in the

manufacturing process is a. Mixing of raw materials b. Burning. c. Grinding.

TYPES OF CEMENT AVAILABLE Till a few years back in India only ordinary Portland cement was produced. But they were not ideal for extreme weather in certain part of the country. Also this cement did give good outlook if not pointed therefore the manufacturers come to know about these factors and have manufacture different types.

The list of cement is given here. 1. White cement 2. Color cement. 3. Water proof. 4. Acid Proof 5. Blast furnace. 6. High Alumina Cement 7. Ordinary Portland Cement 8. Expanding Cement 9. Pozzolana Cement. 10. Quick Setting Cement 11. Rapid Hardening Cement.

CEMENT INDUSTRY CEMENTING CONSTRUCTION SECTOR: Cement development. Indias progress. Cement Industry has experience steady is the basis material required for all

constructional works.

It is vital ingredient to the countries

Since its inception in 1914.

The output of the

major and mini cement plants has increased from 57.6 million tons in 2001-02. The out put of cement may be high at 68 million tons in 2002-03. India is the fifth largest cement production after China, Russia, Japan and U.S.A. With the turnover of Rupees 120 billion comprising 52 companies with 101 plants.

The cement industry in India is poised to scale new heights thanks to the liberalization policies of the Government adoption of state of the art Technology and the massive investment of rupees 100 billion. By the year 2010 A.D. capacity of this Industry to reach the impressive level of 120 million tons. India is presently producing several varieties of cement. These includes to ordinary Portland Cement(OPC), Portland Pozzalana cement (PPC), Portland Blast furnace slag cement (PBFS), Rapid setting cement , oil well cement and white cement. India is also producing high strength cement like 43 grades and 53 grades. Low heat cement is produce for the massive construction of Dames, Barrages, Deep foundation for high rise building etc. The domestic demand is assumed to grow at 8% per annum. The cement capacity which was 62.05 million tons in 1992-93 rise to 84.03 million ton in 2000-01. Around 7.85 million tons large cement capacity was proposed to add during 2004-05 of which 5.50 million ton was to be operational in 2005-06 and the remaining 2.35 million ton would be operational; in 2006-07. Cement consumption may reach a level of 92.65 million tons by 2010.

Mini cement plants were setup at the governments insistence during the early 1980s due to the storage of cement. India has been one of the pioneering countries as for as mini cement plant sprouted up around restricted and

scattered

limestone

deposit

areas.

Because

of

low

overheads and excise duty, the cement manufactured by mini plant is much cheaper. Mini plant enjoy concession in excise duty to the extent of rupees 7.50 per bag. However, these plants depend upon traditional technology leading to poor quality of cement. Cement Machinery segment is witnessing a boom. Segment is capable of manufacturing and supplying complete cement plants based on the dry process and precalcinations technology for capacities upto 5000 tons per day. There are 18 units in the organized sector for the manufacture of complete cement plant with total installed capacity worth rupees 2000 million per annum. The total production rise from rupees 1900 million in 2000-01 to rupees 2250 million in 2001-02. Inspite of some problem, the cement industry is at present well pleading. It looks 14 years to double the capacity to 29 million tons in 1998. Since then upto the end of March 2000, it had gone upto 96.5 million tons and increase of 140 %. Like wise in 1999-2000 consumption has gone up by 6% after 1% fall in previous year of course, government consumption has down from 50% in the early 1980s to about 20%. The Cement has great future however certain measures as needed to setup the space of growth of cement industry. There is need for accelerating the building of concrete road and multi purpose hydro project. The storage of dwelling

units is currently at 35 million. Construction of houses should priority area. Currently India exporting cement to Bangladesh,

Srilanka, Nepal, U.A.E., Maldives, Philippines, Yemen, Dubai, Qatar, and of few other countries. The international cement rate is mostly in bulk for which, India has virtually no facilities either in the cement or in the transportation and handling. The infrastructural facility in our ports are inadequate for receipts, storage, handling, loading and unloading of cements for instance Japan loads over 10,000 tons of cement clinker a day as compared to Indias 3,000 ton a day.

TRANSPORTATION

The cost of transportation and distribution constitutes a large chunk of the price the customer pays for cement - it can be as much as 30% at many locations in the country. For a low value basic product like cement, minimizing of transportation and distribution is in national interest to make the economy more cost competitive. Today nearly 60% of cement of production units to supply points is transported by road and rest by rail. For long distance movement of cement, rail is still the preferred option due to its lower cost. Nearly all the cement from supply points to customer is transported by road. The cost

competitiveness of both rail and road transport has important bearing on the price of cement. Railways have been steadily losing cement traffic due to the inflexibility of freight and the operational; restrictions imposed on the customer. indeed laudable but if this is achieved by entire burden to its customers, The recent improvements of operational efficiencies of railways is passing on the We fear that the cost

competitiveness of railways will worsened in a long run - at least for a large volume low price product like cement. Railways must examine all secondary incurred by cement producer in transportation of cement from rail heads if the cost competitiveness of rail movement is to be improved. Railway should also consider allowing cement producer to operate point-to-point rakes, with multiple unloading points. Road transportation during the last years was adversely effected due to sharp and repeated increase in the price of diesel. Taking advantages of the effective caring capacity of trucks, road transporter were offering competitive freight rate by carrying mare than stipulated loads. However the enforcement of carrying load restriction in the recent past in many states has seriously disrupted road transport system in the country. Freight has shot up with the demand for a Also pollution and higher number of vehicles for the same impact on the cement industry will ever more severe. large number of vehicle. traffic will increase if the same volume is transported by

It is apparent that motor Vehicles produced in the country have the capacity to carry large loans per axle than

is currently stipulated, with out compromising safety. It will in the national interest to consider upward revision of the present stipulated permissible loads per axle is that the existing stock of vehicles is more productively used. This will also meet the needs of the cement industry which one of the largest used of road transport. Indian railway has revised upward the effective capacity of their wagons; a similar move is called for in respect of road transport to tie over the looming crisis.

THE ASSOCIATED CEMENT COMPANIES LTD INTRODUCTION The associated cement companies ltd (ACC) is the countries largest producer of cement it was established in 1936 with the philosophy of not to form a monopoly in cement production but now, the situation of Indians cement industry virtually becomes monopoly in favor of ACC. That means ACC becomes such a giant in cement industry that the other Indian industrial giant like birla, L&T, etc., who have already entered into the cement industrial field are not able to give a bit of competition to ACC. Despite a lot of ups and downs faced by the several region. ACC becomes an It is the unbeaten sovereign of Indian cement industry. oldest cement companies among the private sector.

The ACC is the only cement company having the research centre using. It has the central research at Thane of Maharastra which was established in 1965. Here various type cement and cement based products are developed for the first time in India. Many of them are substituted with some of the export from western countries. It is the only company in India which products variety and of cement and cement based product. Its products are export from India. The company produces such a class of goods which produced in the west. Only ACC produced such variety of products in India with completely ingenious technology. The company is known develops its own technology called ACC TECHNOLOGY. ACCS FIRST BOARD MEETING IN 1936 AT THE ESPLANADE

Sir Nowroji B Saklatvala was the first chairman of ACC. The first Board included distinguished luminaries of the Indian business world of the time names like J R D Tata, Ambalal Sarabhai, Walchand Hirachand, Dharamsey Khatau,

Sir Akbar Hydari, Nawab Salar Jung Bahadur and Sir Homy Mody among others. Barely three years later, the fledgling company was catapulted into the fiery cauldron of World War II, and resources were geared to meet that onslaught. Soon after, India gained her independence. ACC was there - more than an eyewitness to history. Helping to make history. Helping to build the new India, waiting in the wings changing the landscape, the very face of the country. Over the years, ACC realized that people are as different as they are similar. Different needs, different lives, different dreams. With its depth of knowledge and width of experience ACC, today, is poised to fulfill the hopes and aspirations of people across the length and breadth of the country. For decades now, ACC has been forging a pioneering path making cement. Along the way, it sharpened its expertise on the cutting edge of the latest processes and technologies: learning/adapting - not just transplanting - to meet the specifics of local operating parameters. In the process - setting standards, innovating, not just meeting needs, but anticipating them.

ACC - Milestones 2000 Tata Group sells their remaining stake in ACC to the GACL group, who with 14.45% now emerge

as the single largest shareholder of ACC. 2003 IDCOL Cement Ltd becomes a subsidiary of ACC 2004 IDCOL Cement Limited is renamed as Bargarh Cement Limited (BCL). 2004 ACC raises US $ 100 million abroad through Foreign Currency Convertible Bonds (FCCBs) for US$ 60 million and Global Depository Shares (GDSs) for US $ 40 million. Both offerings are listed on the London Stock Exchange. 2005 ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit 2004 from Council For Fair Business Practices. 2006 Holcim group of Switzerland enters strategic alliance with Ambuja Group by acquiring a majority stake in Ambuja Cements India Ltd. (ACIL) which at the time held 13.8 % of the total equity shares in ACC. Holcim simultaneously makes an open offer to ACC shareholders, through Holdcem Cement Pvt. Limited and ACIL, to acquire a majority shareholding in ACC. Pursuant to the open offer, ACILs shareholding in ACC increases to 34.69 % of the Equity share capital of ACC. 2007 Commissioning of Modernization and Expansion project at Chaibasa in Jharkhand, replacing old wet process technology with a new 1.2 MTPA clinkering unit, together with a captive power plant of 15 MW.

SURVEY FINDINGS INTRODUCTION: Today the consumer is the king of the market. Consumer is the only judge, the reputation or otherwise of a product is entirely dependent upon his attitude towards the product so his satisfaction should be ultimate motto of the producer and the marketer. Consumers interest should be taking into co-ordination while taking marketing decision. It is through consumer satisfaction only the producers and marketers can improve their sales profit. Many opinion will come when survey is made for preference, improvements etc., of the product, but the opinion of the consumer is important. This report gives an analysis of opinion collected from the customer regarding marketing of cement especially ACC cement as against other brand. MEANING OF SURVEY Survey means going into department of respondent and collecting his inner expression for the purpose of knowing his attitude about which the survey is conducted. Customer faced problems while dealing with the ACC cement. There fore to study to their problems, Questionnaire was prepared and given to the selected customer. The

selecting of customer is made on the basis of sampling method and to those4 selected customer are given the format of questionnaire and are requested to fill it on return to us. I have conducted a survey about 100 customers. Who have their dealing with ACC cements in Shabareesh agencies? OBJECTIVES OF THE SURVEY 1. To know the general opinion of the customers about the ACC cements. 2. To know the opinion of the customers about the customer service rendered by agencies. 3. To know the effectiveness of the service provided by the Shabareesh agencies in comparison with other dealers. 4. To know whether the service provided by the agency is satisfactory or not. 5. To know whether the service provided by the ACC is improving in the recent years. LIMITATIONS OF THE SURVEY 1. 100 number of respondents contacted. 2. Lack of prompt reply given by the customer or more precisely biased reply given by the customer. 3. Hesitation among the customer to freely express their views.

4. Lack of awareness among the customer about the procedure carried out by the bank. 5. Indefinite and vague problems and suggestion provide by the customer etc., ANALYSIS OF THE SURVEY The analysis of the survey was done by dividing the total respondents into different categories are on the basis of income and occupation. During the time of surveying the customer was not clear about their demand nor they had clear comprehension of their problems and definite in their suggestion for the solving the problem. However the following problems were found out at the time of the survey, and the same was to Acc authorities. The ACC authorities were enough to give answer to those problems faced by the customers. CONSUMER SURVEY FINDINGS: The total number of respondents interviewed had used cement fully and it was observed that the ACC cement was quite well known in the city.

DATA ANALYSIS AND INTERPETATION Table No-1 Table showing the Distribution of cement consumer

interviewed in different areas in Shimoga district. Regions No. Of Percentage respondents Shimoga 25 25% Thirtahalli 30 30% Bhadravathi 20 20% Soraba 14 14% Sagar 10 10% Hosanagara 5 5% Total 100 100% From the above table it is clear that major number if respondents contacted from Thirtahalli and minimum from Hosanagara. Graph showing the Distribution of cement consumer interviewed in different areas in Shimoga district

Table No-2 Table showing the distribution of cement consumer according to brand and area interviewed.
REGION Shimoga Bhadravathi Sagara Hosanagara NUMBER OF A.C.C CONSUMERS 38 10 25 5 20 6 17 3 INDIAN CEMENTS 3 1 2 2 Grashim OTHERS 8 7 2 2 2 1 -

The table gives maximum details regarding the respondents interviewed, i.e, and brand wise in different parts in shimoga. In this table out of 100 respondents 38 in Shimoga, 25 in Bhadravathi, 20 in Sagar, and 17 in Hosanagar Respectively. Graph showing the distribution of cement consumer according to brand and area interviewed

Table No-3 Table showing the distribution of respondents under Income groups. INCOME GROUP NUMBER OF PERCENTAGE P/M RESPONDENTS Below 10,000 26 26% 10,000-15,000 32 32% 15,000-25,000 24 24% Above 25,000 18 18% Total 100 100% Out of the 100 respondents contacted 32% of them from 10,000-15,000 which constitute the largest portion of the respondents and the lowest group is of the income group above 25,000 which is of 18% only. Graph showing the distribution of respondents under Income groups.

Table No-4

Table showing consumTABLE NO-5 Table showing the respondents using ACC cements as per their occupations. Uses Business Salaried Professio Others Total Man employees n Used 11 13 8 10 42 Not used 21 12 10 15 58 Total 32 25 18 25 100 Above table show that out of 100 respondents 42 respondents were used ACC cements and 58 have not used it. Out of 42 respondents 11 were from Business man, 13 from salaried employees, 8 from Profession and 10 from other Occupations. Among 58 Respondents who were not used ACC cements, among them 21 from Business mans, 12 from other occupations.

Graph showing the respondents using ACC cements as per their occupations

Table No 7 Table showing the opinion of the consumers about ACC cements from the following aspects. Aspects Quality Price Demand Total Better 14 8 8 28 Good 8 6 10 22 Satisfactor y 16 8 11 35 Not bad 5 7 4 15 Total 43 29 35 100

According to the above table the consumers opinions about ACC is very good. In the first aspect Quality 43 respondents were responds very well. 14 responds better, 8 responds good, 16 responds satisfactory and 5 responds Not bad respectively. In the second aspects Price is also in very good condition. Among 29 respondents 8 responds better, 6 responds good, 8 responds satisfactory and 7 respondents respond not bad. In the third aspect demand is also in very good condition. Among 35 respondents 8 responds Better, 10 responds Good and 11 responds satisfaction and 4 members responds not bad.

Graph showing the opinion of the consumers about ACC cements from the following aspects

SUMMARY OF OBSERVATION In the present world the human being as a consumer should have the knowledge of every product he uses. This is because he should not become an easy pray for the seller trap. From this sample it was found that few respondents do not know much about cement. they purchased on their own. According to the dealer, they said that it is its first or craze that was driving people to buy popular brand cement. It is said that previously people use to OK just for the cement they were not bothered about the brand. But in the present market the consumer consider the price preference. It was also found that a few respondent of poor families said that they wanted to build their houses with cement, but due to high pricing of cement and which is going on increasing they had to give up. We can also infer that ACC cement has got a good scope for marketing in shimoga. They said that they do as their contractor or Engineers say. But majority of them said

In shimoga, there are many cement dealers of almost all the brands in the market. But the major brands of cement according to the consumer are, 1. ACC 2. RAASHI 3. DIOMAND 4. BAGALKOT. In Shimoga ACC is the first Cement sold in terms of quality. Thus ACC cement has got a good reputation and a good place in the shimoga market. The number of dealers for ACC cement is more than dealers for any other cement in Shimoga. This shows that ACC cement has got a great demand in the Shimogas market.

SUGGESTIONS AND CONCLUSION SUGGESTIONS ACC Ltd., are one of the oldest manufacturers of cement in India. It has earned a good name in short period. It should maintain and improve the same. ACC Ltd, sales officer visit the dealer regularly that is once in every month. ACC Ltd should give credit facility to its dealers. ACC Ltd should pay much attention towards warehousing and transportation facilities.

ACC cement has earned a good name in the market. It should maintain and improve the same its price is high than the other cements. Some types consumers observe only price of the product in this regard ACC fails to participate in the cement market so product price will be maintain and economic level. A Sri Shabareesh agency has appointed As C & F agents for their good selling performance. cements. Sri Shabareesh should provide conveying service activities to dealers. Sri shabareesh agencies should adopted different media of advertising in shimoga city in addition to the effort of the manufacturer. So these agencies should maintain their good performance in selling of ACC

 The prospective customer should be given promotional benefit. There fore promotional efforts are to be taken in effect continuously so that as prospective customer will develop a linking towards the product. Sri Shabareesh agencies should have sufficient vehicle to deliver the cement bag to the dealers who comes from outside villages. Sri Shabareesh Agencies should give regular Service.

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

FACULTY OF MANAGEMENT STUDY DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.) QUESTIONAIRE
Researcher's Name : Class : B.B.A. II Sem Gender : Name of Person : ________________ Age : __________________________ Occupation : ___________________

1. Have you ever purchase cement? a) Yes [ ] b) No [ ]

2. Which brand of cement do you purchase? a) A.C.C. c) Raashi [ ] [ ] b) Indian Cement [ ] d) Others [ ]

3. If you purchase A.C.C. what is your opinion? 1. Quality a) Better b) Good 2. Price a) High b) Low 3. Demand a) Better b) Good [ ] 4. Where do you purchase cement? [ ] [ c) Satisfactory [ ] ] d) Not bad [ ] [ ] c) Satisfactory [ ] d) Not bad [ ] [ ] [ ] c) Satisfactory [ ] d) Not bad [ ]

a) Shabareesh agencies c) Salamath Enterprises d) Sagar Traders

[ ] [ ] [ ]

b) K.S.Narayana settee & sons [ ]

5. If you purchase in Shabareesh agencies, how do you come to know about the Shabareesh agencies? a) Friends b) Dealers cement? a) Price [ ] c) Brand Image [ ] b) Quality [ ] 7. Do you get any facilities? a) Yes [ ] b) No [ ] d) Door Delivery [ ] [ ] [ ] c) Advertisement d) Contractors [ ] [ ]

6. What are the factors which have influenced to buy ACC

8. What is your opinion about regarding the regularity supply from Sri Shabareesh agencies a) Regular [ ] b) Irregular [ ] c) Not bad [ ] 9. Will you recommend ACC cements to others? a) Yes [ ] b) No [ ]

10. Are you satisfied with the service offered by the dealers? a) Yes [ ] b) No [ ] 11. Any suggestions: -------------------Date: Place: Signature

BIBLIOGRAPHY

Marketing Management Marketing Management Marketing and Salesmanship News papers

By: Sherleker By: Philep Kottler By: B.S Raman Business Line Times of India

www.google.com www.accindia.com