PROJECT ON ACC CEMENT

A STUDY ON CONSUMER BUYING BEHAVIOUR

AND
THEIR PERCEPTION WHILE CHOOSING
ACC CEMENT

DECLARATION
I hereby declare that the project entitled A Study on Consumer
Buying Behaviour and Their Perception While Choosing ACC Cement,
conducted at ACC Asansol Sales Unit, from 01.01.2013 to 31.01.2013,
submitted in partial fulfillment for the award of Bachelor of Business
Administration to The University of Burdwan, is record of independent
research work carried out by me under supervision of Mr. Buddha Prasad
Ghatak, Faculty Member, Department of Business Administration, B. B.
College, Asansol.

I also declare that this project work is my own effort and has not
been submitted earlier for the award of any Degree or Diploma or Prize to
The University of Burdwan or any other university.

Date:
Place:

Signature

ACKNOWLEDGEMENT
It is a great pleasure for me to successfully complete my project work on
A Study on Consumer Buying Behaviour and Their Perception While Choosing
ACC Cement at ACC, Asansol during academic session 2012-2013.
First and foremost, I thank the God for his substantial blessing and mercy
at all stages in the completion of the project.
It is a great opportunity to express my deep sense of gratitude to Dr.
Amalesh Chatterjee, Teacher-In-Charge, B. B. College, Asansol; Dr. Amitava
Basu, Co-ordinator, Department of Business Administration and Sri Partha
Protim Chandra, Co-ordinator, Department of Computer Application B. B.
College, Asansol for their illuminating supervision, constant support,
ceaseless inspiration and deep concern throughout the course of study
without which it would not be possible to undertake and complete the
project.
I am also thankful to my project guide Mr. Buddha Prasad Ghatak,
Faculty Member, Department of Business Administration, B. B. College,
Asansol for his constant supervision and support with valuable information.
I am also grateful to Mr. Tapas Bhattacharya, Administrative-In-Charge,
ACC Sales Unit, Asansol; Mr. S. Roy, Unit Sales-In-Charge, ACC Sales Unit.
Asansol and all the employees of ACC Asansol Sales Unit.
I am also thankful to all the respondents for giving me their precious time
and helping me to complete this project.
I would like to express my gratitude to all the Faculty Members and Staff
Members of Department of Business Administration, B. B. College, Asansol
Mr. G.Hazra, Mr. P. Ghosh, Mr. S. Dutta, Ms. M. Mukherjee, Mr. A. Dey
Sarkar, Mr. A. Bhattacharya, Mr. S. Ghosh, Mr. S. Karmakar, Mr. T. Roy and
Mr. B. Dom for their constant support and faith on me.
My heartiest thankfulness is due to all my friends and well wishers for
their contribution and co-operation throughout the work.
2

Finally I am particularly beholden to my parents and all the family

members.
Place: Asansol
Date :
Bakshi

Surya

INDEX

No.
1.

Page No.

INTRODUCTION

INTRODUCTION OF CEMENT
HISTORY OF CEMENT
PROFILE OF INDIAN CEMENT INDUSTRY
SILENT FEATURES OF INDIAN CEMENT INDUSTRY
GROWTH OF CEMENT INDUSTRY
PRODUCTION OF CEMENT ACROSS STATE
MAJOR CEMENT COMPANY
INTRODUCTION OF ORGANISATION
HISTORY & PROFILE OF ACC CEMENT WORKS
PLANTS & THEIR CAPACITY
VISION
MISSION
MILESTONE
MAP OF ACC NETWORK
UNIT PROFILE (SINDRI)
SWOT ANALAYSIS
INTRODUCTION OF TOPIC
NEED OF STUDY
SCOPE OF STUDY
LIMITATION OF STUDY

5
5
8
9
9
11
12
13
14
17
18
19
20
24
26
28
30
42
42
43

2.

LITERATURE REVIEW

44

3.

OBJECTIVE
AIM OF THE STUDY

48
49

4.

METHODOLOGY

50

RESEARCH DESIGN
SAMPLE DESIGN
TYPES OF UNIVERSE
DATA COLLECTION METHOD

51
51
51
52

5.
6.

ANALYSIS AND INTERPRETATION

53

FINDING

78

7.

RECOMMENDATIONS

80

8.

CONCLUSION

9.

BIBLIOGRAPHY

82
84

10.

ANNEXTURE

86

CHAPTER 1

INTRODUCTION

INTRODUCTION OF CEMENT
Cement is a fine gray, soft, powdery-types substance. It is made from a mixture
of elements that are found in natural materials such as limestone, clay, sand and
shale. When cement is mixed with water, it can bind sand and gravel into a hard,
solid mass called concrete.
Cement can be purchased from most building supply stores in bags. Cement is
usually gray. White cement can also be found but it is usually more expensive
than gray cement. Cement mixed with water, sand and gravel, forms concrete.
Cement mixed with water and sand, forms cement plaster. Cement mixed with
water, lime and sand, forms mortar. Cement powder is very, very fine. One kilo
(2.2 lbs) contains over 300 billion Grains, although we have not actually
counted them to see if that is completely accurate! The powder is so fine it will
pass through a sieve capable of holding Water. Four essential elements are
needed to make cement. They are calcium, Silicon, aluminum and iron.

HISTORY OF CEMENT
Throughout history, cementing materials have played a vital role. They were
used widely in the ancient world. The Egyptians used calcite gypsum as cement.
The Greeks and Romans used lime made by heating limestone and added sand
to make mortar, with coarser stones for concrete.
The Romans found that cement could be made which set under water and this
were used for the construction of harbors. The cement was made by adding
crushed volcanic ash to lime and was later called Pozzolanic cement, named
after the village of Pozzuoli near Vesuvius.
In places such as Britain, where volcanic ash was scarce, crushed brick or tile
was used instead. The Romans were therefore the first to manipulate the
properties of cementations materials for specific applications and situations.
Marcus Vitruvius Pollio, a Roman architect and engineer in the 1st century BC
wrote his "Ten books of Architecture" - a revealing historical insight into
ancient technology. Writing about concrete floors, for example:
"First I shall begin with the concrete flooring, which is the most important of
the polished finishing, observing that great pains and the utmost precaution
must be taken to ensure its durability".
"On this, lay the nucleus, consisting of pounded tile mixed with lime in the
proportions of three parts to one, and forming a layer not less than six digits
6

thick." And on Pozzolana, there is also a kind of powder from which natural
causes produces astonishing results. This substance, when mixed with lime and
rubble, not only lends strength to buildings of other kinds, but even when piers
are constructed of it in the sea, they set hard under water."
His "Ten books of Architecture" are a real historical gem bringing together
history and technology. Anyone wishing to follow his instructions might first
need to find a thousand or so slaves to dig saw, pound and polish.
After the Romans, there was a general loss in building skills in Europe,
particularly with regard to cement. Mortars hardened mainly by carbonation of
lime, a slow process. The use of pozzolana was rediscovered in the late middle
Ages.
The great mediaeval cathedrals, such as Durham, Lincoln and Rochester in
England and Chartres and Rheims in France, were clearly built by highly skilled
masons. Despite this, it would probably be fair to say they did not have the
technology to manipulate the properties of cementations materials in the way
the Romans had done a thousand years earlier.
The Renaissance and Age of Enlightenment brought new ways of thinking,
which for better or worse, led to the industrial revolution. In eighteenth century
Britain, the interests of industry and empire coincided, with the need to build
lighthouses on exposed rocks to prevent shipping losses. The constant loss of
merchant ships and warships drove cements technology forwards.
Seaton, building the third Eddy stone lighthouse (1759) off the coast of
Cornwall in Southwestern England, found that a mix of lime, clay and crushed
slag from iron making produced a mortar, which hardened under water. Joseph
Aspdin took out a patent in 1824 for "Portland Cement," a material he produced
by firing finely ground clay and limestone until the limestone was claimed. He
called it Portland cement because the concrete made from it looked like
Portland stone, a widely used building stone in England.
While Aspdin is usually regarded as the inventor of Portland cement, Asp dins
cement was not produced at a high-enough temperature to be the real forerunner
of modern Portland cement. Nevertheless, his was a major innovation and
subsequent progress could be viewed as mere development.
A ship carrying barrels of Aspins cement sank off the Isle of Shipley in Kent,
England, and the barrels of set cement, minus the wooden staves, were later
incorporated into a pub in Sheerness and are still there now.
A few years later, in 1845, Isaac Johnson made the first modern Portland cement
by firing a mixture of chalk and clay at much higher temperatures, similar to
7

those used today. At these temperatures (1400C-1500C), clinkering occurs and

minerals form which are very reactive While Johnson used the same materials
to make Portland cement as we use now, three important developments in the
manufacturing process lead to modern Portland cement: Development of rotary
kilns- Addition of gypsum to control setting Use of ball mills to grind clinker
and raw materials. Rotary kilns gradually replaced the original vertical shaft
kilns used for making lime from the 1890s. Rotary kilns heat the clinker mainly
by radioactive heat transfer and this is more efficient at higher temperatures,
enabling higher burning temperatures to be achieved. Also, because the clinker
is constantly moving within the kiln, a fairly uniform clinkering temperature is
achieved in the hottest part of the kiln, the burning zone. The two other
principal technical developments, gypsum addition to control setting and the use
of ball mills to grind the clinker, were also introduced at around the end of the
19th century.

PROFILE OF INDIAN CEMENT INDUSTRY

The Indian Cement industry is the second largest cement producer in the world,
with an installed capacity of 144 million tones. The industry has undergone
rapid technological up gradation and vibrant growth during the last two decades,
and some of the plants can be compared in every respect with the best operating
plants in the world. The industry is highly energy intensive and the energy bill
in some of the plants is as high as 60% of cement manufacturing cost. Although
the newer plants are equipped with the latest state-of-the-art equipment, there
exists substantial scope for reduction in energy consumption in many of the
older plants adopting various energy conservation measures.
The Indian cement industry is a mixture of mini and large capacity cement
plants, ranging in unit capacity per kiln as low as 10 tpd to as high as 7500 tpd.
Majority of the production of cement in the country (94% ) is by large plants,
which are defined as plants having capacity of more than 600 tpd. At present
there are 124 large rotary kiln plants in the country.
The Ordinary Portland cement (OPC) enjoys the major share (56%) of the total
cement production in India followed by Portland Pozzolana Cement (PPC) and
Portland Slag Cement (PSC). A positive trend towards the increased use of
blended cement can be seen with the share of blended cement increasing to
43%. There is regional imbalance in cement production in India due to the
limitations posed by raw material and fuel sources. Most of the cements plants
in India are located in proximity to the raw material sources, exploiting the
natural resources fully. The southern region is the most cement rich region while
other regions have almost same cement production capacity.
The Indian cement industry is about 90 years old and its main sources of energy
are thermal and electrical energy. The thermal energy is generally obtained from
coal, and the electrical energy obtained either from grid or captive power plants
of the individual manufacturing units.

SILENT FEATURES OF INDIAN CEMENT INDUSTRY

Indian cement industry is the second largest in the world with an installed
capacity of 135 MTPA. It accounts for nearly 6% of the world
production.
There are 124 large plants and around 365 mini plants. The industry
presents a mixed picture with many new plants that employ state-of-theart dry process technology and a few old wet process plants having wet
process kilns.
Production from large plants (with capacity above 1 MTPA) account for
85% of the total production.
The cement industry has achieved significant progress in terms of
reducing the overall energy intensity.
Dry process plants that the weighted average thermal energy consumption
was 734 kCal/kg clinkers, and weighted average electrical energy
consumption was 89 kWh/ton of cement. The best energy consumption
are 692 kCal/kg. clinker and 66 kWh/ton of cement.

GROWTH OF CEMENT INDUSTRY: A PROFILE

At the outset it may be recognized that cement is one of the core industries
defined under the Industrial Policy Resolutions adopted in the early stage of
planning in India. Its growth implications essentially have to be seen in the
larger context of national economy rather than in a regional or sub-regional
context.
There are three important features characterizing the industry. First, the basic
raw material for the industry is limestone, which like all minerals is fixed in
quantity. Therefore, the present rate of its use should consider demand-supply
situations in the long run. Second, and more important is that the industry may
potentially have adverse environmental impact through three different routes:
(a) converting cultural/non-cultural land from their present uses into quarries
10

and thus, disturbing the vegetation and ecosystem; (b) removing the limestone
from the soil and thereby affecting the moisture profile as well as the structure
of aquifers; and (c) creating air pollution which could be hazardous for human
as well as animal health and for crop-yields. The third important feature of the
industry is that it generates limited direct linkages in the regional economy
where the industry is located though; its indirect linkages are likely to be quite
significant. The indirect linkages mainly take place in the form of (a)
infrastructural development and provision of basic amenities (i.e. roads, ports,
schools, hospitals etc. (b) development of irrigation (i.e. dams, canals etc.) and
(c) housing-construction - all having substantial income-employment linkages at
the level of national economy.
It is therefore important to examine the industry's growth profile by focusing on
the important questions such as:

What should be the optimum rate of exploration / utilization of

Limestone?
What is the nature and magnitude of the environmental impact at the
projected rate of growth?
How much would be the direct employment-income linkages within the
region's economy livelihood of people?

11

PRODUCTION OF CEMENT ACROSS STATES

Name of the

1980

1991

1999-2000

2005-2006

2009-2010

QM

States

Share

Share

Share

Share

Share

Andhra Pradesh

1.45

10.4

2.67

12.9

4.87

15.2

8.64

17.7

8.62

16

9.99

Karnataka

1.45

10.4

1.62

7.8

2.78

8.7

4.11

8.4

5.27

9.8

5.39

Kerala

0.05

0.4

N.A.

0.25

0.8

0.28

0.6

0.38

0.7

0.38

Tamil Nadu

2.39

17.1

3.46

16.6

3.72

11.6

4.18

8.5

5.05

9.3

5.26

South Zone

5.34

38.3

7.75

37.3

11.62

36.3

17.21

35.2

19.32

35.8

21.02

Assam

0.05

0.4

0.19

0.9

0.17

0.5

0.3

0.6

0.15

0.3

0.17

Bihar

1.75

12.5

1.52

7.3

1.21

3.8

1.18

2.4

1.09

1.17

Meghalaya

N.A.

0.03

0.2

0.09

0.3

N.A.

0.11

0.2

0.11

Orissa

0.63

4.5

0.84

4.1

0.87

2.7

1.17

3.5

1.18

2.2

1.34

West Bengal

N.A.

0.36

1.7

0.36

1.1

0.41

0.8

0.44

0.8

0.44

East Zone

2.43

17.4

2.94

14.2

2.7

8.4

3.06

6.3

2.97

5.5

3.23

Gujarat

1.78

12.8

1.71

8.2

2.61

8.1

4.27

8.7

4.37

8.1

4.84

Madhya Pradesh

14.3

4.06

19.6

7.07

22.1

11.4

23.3

13.87

25.7

14.4

Maharashtra

N.A.

0.63

1.47

4.6

4.05

8.3

4.13

7.6

4.3

West Zone

3.78

27.1

6.4

30.8

11.15

34.8

19.72

40.3

22.37

41.4

23.54

Haryana
Himachal

0.52

3.7

0.46

2.2

0.55

1.7

0.63

1.3

0.53

0.55

N.A.

0.18

0.9

0.64

N.A.

1.03

1.9

1.09

1.39

10

2.3

11.1

4.13

12.9

5.63

11.5

5.72

10.6

6.29

Uttar Pradesh

N.A.

0.65

3.1

1.09

3.4

1.35

2.7

1.71

3.2

7.93

North Zone

1.91

13.7

3.59

17.3

6.41

20

7.61

15.5

8.99

16.6

Other States

0.49

3.5

0.09

0.4

0.14

0.5

1.32

2.7

0.36

0.7

2.28

All India

13.95

100

20.77

100

32.02

100

48.92

100

54.01

100

58

Pradesh
Rajasthan

(Million Tones)

MAJOR CEMENT COMPANIES

12

 ACC
Birla Corporation
Grasim Cement
Ambuja Cement
Lafarge India Ltd.
Ultratech Cement (L & T)

13

INTRODUCTION OF THE ORGANISATION

ACC (ACC Limited) is India's foremost manufacturer of cement and concrete.
ACC's operations are spread throughout the country with 14 modern cement
factories, 19 Ready mix concrete plants, 19 sales offices, and several zonal
offices. It has a workforce of about 9000 persons and a countrywide distribution
network of over 9,000 dealers. ACC's research and development facility has a
unique track record of innovative research, product development and
specialized consultancy services. Since its inception in 1936, the company has
been a trendsetter and important benchmark for the cement industry in respect
of its production, marketing and personnel management processes. Its
commitment to environment-friendliness, its high ethical standards in business
dealings and its on-going efforts in community welfare programs have won it
acclaim as a responsible corporate citizen. ACC has made significant
contributions to the nation building process by way of quality products, services
and sharing its expertise.
In the 70 years of its existence, ACC has been a pioneer in the manufacture of
cement and concrete and a trendsetter in many areas of cement and concrete
technology including improvements in raw material utilization, process
improvement, energy conservation and development of high performance
concretes.
ACCs brand name is synonymous with cement and enjoys a high level of
equity in the Indian market. It is the only cement company that figures in the list
of Consumer Super Brands of India.
The company's various businesses are supported by a powerful, in-house
research and technology backup facility - the only one of its kind in the Indian
cement industry. This ensures not just consistency in product quality but also
continuous improvements in products, processes, and application areas.
ACC has rich experience in mining, being the largest user of limestone, and it is
also one of the principal users of coal. As the largest cement producer in India, it
is one of the biggest customers of the Indian Railways, and the foremost user of
the road transport network services for inward and outward movement of
materials and products.
ACC has also extended its services overseas to the Middle East, Africa, and
South America, where it has provided technical and managerial consultancy to a
14

variety of consumers, and also helps in the operation and maintenance of

cement plants abroad.
ACC is among the first companies in India to include commitment to
environmental protection as one of its corporate objectives, long before
pollution control laws came into existence. The company installed pollution
control equipment and high efficiency sophisticated electrostatic precipitators
for cement kilns, raw mills, coal mills, power plants and coolers as far back as
1966. Every factory has state-of-the art pollution control equipment and
devices.
ACC demonstrates the practices of being a good corporate citizen undertaking a
wide range of activities to improve the living conditions of the under-privileged
classes living near its factories.

HISTORY & PROFILE OF ACC CEMENT WORKS

ACC was formed in 1936 when ten existing cement companies came together
under one umbrella in a historic merger the countrys first notable merger at a
time when the term mergers and acquisitions was not even coined. The history
of ACC spans a wide canvas beginning with the lonely struggle of its pioneer
F E Din Shaw and other Indian entrepreneurs like him who founded the Indian
cement industry. Their efforts to face competition for survival in a small but
aggressive market mingled with the stirring of a countrys nationalist pride that
touched all walks of life including trade, commerce and business.
The first success came in a move towards cooperation in the countrys young
cement industry and culminated in the historic merger of ten companies to form
a cement giant. These companies belonged to four prominent business groups
Tatas, Khataus, Killick Nixon and F E Din Shaw groups. ACC was formally
established on August 1, 1936. Sadly, F E Din Shaw, the man recognized as the
founder of ACC, died in January 1936. Just months before his dream could be
realized.
ACC stands out as the most unique and successful merger in Indian business
history, in which the distinct identities of the constituent companies were
melded into a new cohesive organization one that has survived and retained its
position of leadership in industry. In a sense, the formation of ACC represents a
quest for the synergy of good business practices, values and shared objectives.
The use of the plural in ACCs full name, The Associated Cement Companies
Limited, itself indicates the companys origins from a merger. Many years later,
15

some stockbrokers in the countrys leading stock exchanges still refer to this
company simply as The Merger. The ACC Board comprises of 13 persons.
These include executive, non-executive, and nominee directors. This group is
responsible for determining the objectives and broad policies of the Company consistent with the primary objective of enhancing long-term shareholder value.
The Board meets once a month. Two other small groups of directors comprising Shareholders'/Investors' Grievance Committee and Audit Committee
of the Board of Directors - also meet once a month on matters pertaining to the
finance and share disciplines. During the last decade, there has been a
streamlining of the senior management structure that is more responsive to the
needs of the Company's prime business. A Managing Committee - comprising,
in addition to the Managing Director and the two executive directors, the
presidents representing multifarious disciplines: finance, production, marketing,
research and consultancy, engineering and human resources meets once a
week. Besides these bodies, there are senior executives and other regional
managers - based at the Company's corporate office and at its marketing offices
and manufacturing units -who contribute to the development and operation of
the various functions. While these groups form the core management team that
frames and guides corporate policy, ACC is proud of its manpower strength of
about 9,000 people, who comprise experts in various disciplines assisted by a
dedicated workforce of skilled persons. Quite a number of them have logged
many years of service with the organization. They come from all parts of the
country and belong to a variety of ethnic, cultural and religious backgrounds.
Because of such a cosmopolitan make-up, ACC can rightly be said to embrace
within its fold a family that forms a 'mini-India'.

16

A STRATEGIC ALLIANCE
The house of Tata was intimately associated with the heritage and history of
ACC, right from its formation in 1936 up to 2000. The Tata group sold all
14.45% of its shareholdings in ACC in three stages to subsidiary companies of
Gujarat Ambuja Cements Ltd. (GACL), who are now the largest single
shareholder in ACC.
This enabled ACC to enter into a strategic alliance with GACL; a company
reputed for its brand image and cost leadership in the cement industry.

HOLCIM A NEW PARTNERSHIP

A new association was forged between ACC and The Holcim group of
Switzerland in 2005. In January 2005, Holcim announced its plans to enter into
long term alliances with Ambuja Group by acquiring a majority stake in
Ambuja Cements India Ltd. (ACIL),which at the time held 13.8% of total
equity shares in ACC. Holcim simultaneously announced its bid to make an
open offer to ACC shareholders, through Holdcem Cement Pvt. Ltd. and ACIL,
to acquire a majority shareholding in ACC. An open offer was made by
Holdcem Cement Pvt. Ltd. along with ACIL, following which the shareholding
of ACIL increased to 34.69% of Equity share capital of ACC. Consequently,
ACIL has filed declarations indicating their shareholding and declaring itself as
a promoter of ACC.
Holcim is the world leader in cement as well as being large supplier of concrete,
aggregates and certain construction related services. Holcim is also a respected
name in information technology and research and development. The group has
its headquarters in Switzerland with worldwide operations spread across more
than 70 countries. Considering the formidable global presence of Holcim and
its excellent reputation, the broad of ACC has welcomed this new associate.

PLANTS & THEIR CAPACITY

17

S. No.

10

11

12
13

Units

States

Capacity (MTPA)

Bargarh

Bargarh Cement Works

0.96

Chaibasa

Chaibasa Cement Works

0.87

Chanda

Chanda Cement Works

1.00

Damodhar

Damodar Cement Works

0.53

Gagal

Gagal Cement Works

4.40
(Gagal I and II)

Jamul

Jamul Cement Works

1.58

Kymore

Kymore Cement Works

2.20

Lakheri

Lakheri Cement Works

1.50

Madukkarai

Madukkarai Cement Works

0.96

Sindri

Sindri Cement Works

0.91

Wadi

Wadi Cement Works

2.59

New Wadi Plant

Wadi Cement Works

2.60

Tikaria

Tikaria Cement Grinding and Packing Plant

2.31

18

OLD VISION OF ACC

19

NEW VISION

MISSION OF ACC

20

Leadership :

Maintain our leadership of the Indian cement industry through

the continuous modernization and expansion of our
manufacturing facilities and activities, and through the
establishment of a wide and efficient marketing network.

Profitability:

Achieve a fair and reasonable return on capital by promoting

productivity throughout the company.

Growth

Ensure a steady growth of business by strengthening our position

in the cement sector.

Quality

Maintain the high quality of our products and services and

ensure their supply at fair prices.

Equity

Promote and maintain fair industrial relations and an

environment for the effective involvement, welfare and
development of staff at all levels.

Pioneering :

Promote research and development efforts in the areas of product

development and energy, and fuel conservation, and to innovate
and optimize productivity.

Responsibility: Fulfill our obligations to society, specifically in the areas of

integrated rural development and in safeguarding the
environment and natural ecological balance.

MILESTONES OF ACC LIMITED

21

1936
1936
1937
1944
1947
1952
1955
1956
1957
1957
1961
1961
1961
1961
1962
1965
1965
1965
1968
1968
1971
1973
1977
1978

Incorporation of The Associated Cement Companies Limited on

August 1, 1936.
First Board Meeting of The Associated Cement Companies Limited
held at Esplanade House, Mumbai on November 10, 1936.
With the transfer of the 10th company to ACC, viz. Dewarkhand
Cement Company, the formation of ACC is complete on October 23,
1937.
ACCs first community development venture near Bombay
Indias first entirely indigenous cement plant established at Chaibasa
in Bihar
Village Welfare Scheme launched
Sindri cement works used the waste product calcium carbonate sludge
from fertilizer factory at Sindri.
Bulk Cement Depot established at Okhla, Delhi
Technical training institute established at Kymore, Madhya Pradesh.
Katni Refractories
Blast furnace slag from TISCO used at the Chaibasa Unit to
manufacture Portland Slag Cement for the first time in India.
Manufacture of Accocid Cement, which resists the corrosive action of
acids and chemicals.
Oil well Cement manufactured at ACC Shahabad Cement
Works in Karnataka for cementation of oil wells up to a depth
of 6,000 feet.
Manufacture of Hydrophobic (waterproof) cement at ACC
Khalari Cement Works in Bihar.
Manufacture of Accoproof, a waterproofing additive.
ACCs Central Research Station (CRS) established at Thane
Manufacture of Portland Pozzolana Cement.
Manufacture of Calundum, a High Alumina Binder; Firecrete,
Low Density Alumina Castables and High Alumina Refractory
Cement.
Advent of computers in ACC for data processing and
designing management information and control systems.
ACC supplied and commissioned one-million-tone iron ore
pelletizing plant ordered by TISCO
Manufacture of Whytheat Castables A, K, C and Cal-Al-75
Take-over of The Cement Marketing Company of India (CMI)
ACC receives ASSOCHAM first national award for the year 1976
instituted for outstanding performance in promoting rural and
agricultural development activities.
Introduction of the energy efficient precalcinator technology
for the first time in India. Full scale commercial production
22

based on MFC technology at Wadi in 1979.

1979
1982
1984
1987
1992
1993
1998
1999
1999
2000
2001

ACC wins international contract for operation and

management of a new one million tonne cement plant at
Yanbu-Ras Biridi in Saudi Arabia.
Commissioning of the first 1 MTPA plant in the country at
Wadi, Karnataka.
ACC achieves a breakthrough in import substitution by
developing and supplying a special G type of oil well cement
to ONGC.
ACC develops a new binder for use at sub-zero temperatures,
which is successfully used in the Indian expedition to
Antarctica.
Incorporation of Bulk Cement Corporation of India, a joint
venture with the Government of India.
ACC starts the commercial manufacture of Ready Mixed
Concrete at Mumbai.
Commissioning of the 0.6 MTPA cement grinding unit at
Tikaria, Uttar Pradesh.
Commissioning of captive power plants at the Jamul and Kymore
plants in Madhya Pradesh.
Tata group sells 7.2% of its stake in ACC to Ambuja Cement
Holdings Ltd, a subsidiary of Gujarat Ambuja Cements Ltd.
(GACL)
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.
Commissioning of the new plant of 2.6 MTPA capacity at
Wadi, Karnataka plant, the largest in the country, and among
the largest sized kilns in the world.

2002

ACC wins PHDCCI Good Corporate Citizen Award

2003

IDCOL Cement Ltd becomes a subsidiary of ACC

2004
2004
2004

2005

IDCOL Cement Limited is renamed as Bargarh Cement Limited

(BCL)
ACC named as a Consumer Super brand by the Super brands Council
GreenTech Safety Gold and Silver Awards awarded to
Madukkarai Cement Works and Katni Refractory Works by
Greentech Foundation for outstanding performance in Safety
Management System
ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar
Puraskar Certificate of Merit 2004 from Council For Fair
Business Practices.
23

2005

2005
2006

2006
2007
2007
2008
2008
2008
2009
2010

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
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
Financial accounting year of the company changed to calendar
year January-December
Subsidiary companies Damodhar Cement & Slag Limited,
Bargarh Cement Limited and Tarmac (India) Limited merged
with ACC
ACC announces new Workplace policy for HIV/AIDS
Change of name to ACC Limited with effect from September
1, 2006 from The Associated Cement Companies Limited
ACC receives Good Corporate Citizen Award 2007-08
New corporate brand identity and logo adopted from October
15, 2008
ACC establishes Anti Retroviral Treatment Centre for
HIV/AIDS patients at Wadi in Karnataka the first ever such
project by a private sector company in India.
ACC partners with Christian Medical College for treatment of
HIV/AIDS in Tamil Nadu
Sumant Moolgaokar Technical Institute completes 50 years
and reopens with new curriculum
ACC commissions Wind energy farm in Tamil Nadu.

2011
ACC was the first recipient of ASSOCHAMs first ever National Award for
outstanding performance in promoting rural and agricultural development
activities in 1976.

Decades later, PHD Chamber of Commerce and Industry selected ACC as

winner of its Good Corporate Citizen Award for the year 2002.

24

Over the years, there have been many awards and felicitations for achievements
in Rural and community development, Safety, Health, Tree plantation, a
forestation, Clean Mining, Environment Awareness and Protection.

25

MAP OF ACC NETWORK

CORPORATE OFFICE
Overseeing the companys rang of business; the Corporate Office is the central
head quarters of all business and human resource function located in Mumbai.
ACC SUBSIDIARIES
1. Bulk Cement Corporation India Ltd (BCCI)
2. ACC Machinery Company Ltd (AMCL)
3. ACC Nihon Casting Ltd (ANCL
CEMENT PLANTS
1. Bargarh Cement Works
2. Chaibasa Cement Works
3. Chanda Cement Works
4. Damodar Cement Works
5. Jmul Cement Works
6. Gagal Cement Works
7. Kymore Cement Works
8. Lakheri Cement Works
9. Madhukkarai Cement Works
10.Mancherial Cement Works
11.Sindri Cement Works
12.Wadi Cement Works
13.Tikaria Cement Works

26

REGIONAL MARKETING OFFICES

Bangalore
Bhopal
Chndigarh
Coimbatore
Kanpur
Kolkata
Mumbai
New Dehpatna
Pune
Secunderabad

AREA OFFICES
Allahabad

Asansol (sales office)

Nagpur
Patiala

Aurangabad
Bellary

Bhubaneshwar

Raipur

Chennai

Cochin

Shimla
Vellore

Fazabad
Gulbarga
Guwahati
Jammu
Jalandhar
Kozhikode

Kochi

Kolhapur

Kolkata

Lucknow
Mangalore
27

DHANBAD, SINDRI ACC

THE ASSOCIATED CEMENT COMPANIES LIMITED
SINDRI CEMENT WORKS, SINDRI, DHANBAD, JHARKHAND

UNIT PROFILE
Sindri Cement Works, a part of The Associated Cement Companies Limited, is
the manufacturer of Blended Cement (Portland Slag Cement) in the name of
ACC Super. The total annual sales turnover of the works for the financial year
2008-2009 is Rs. 31487 Lakhs. It is situated in Sindri, Dist. Dhanbad in
Jharkhand state. It is an ISO 9001 & ISO 14001 certified unit. It got ISO 9001
certificate in February 2000 and ISO 14001 certificate in July 2002.

PRODUCT (CEMENT): QUALITY

Product development has always been an important activity at ACC, arising out
of a focus on quality and process improvement. It has been a constant partner,
driving research, innovation and evaluation. In 1964, a centralized research
facility the Central Research Station (CRS) was established in Thane. The
28

research complex now renamed as ACC Thane Complex, spread over an area of
8000 sq m has modern labs with the latest equipment and manned by highly
qualified scientists and technologists who carry out product development work
in cement and allied fields.
ACC has effectively pledged its reputation as the market leader in quality of
cement. Maintaining this lead calls for harnessing the resources and expertise of
the company from applied research and production to marketing. Accordingly,
all ACC factories are equipped with state- of- the- art process control
instrumentation and associated quality control and testing laboratories. Trained
engineers, chemists and technicians staff these. The Central Laboratory at ACC
Thane Complex is used as a reference laboratory for diagnosis and resolving
specific trouble shooting cases.
As a result of this focus on quality, ACC cement specification exceeds those set
by BIS by wide margin. Today, all ACC cements plants have the ISO 9001
Quality Systems Certification. This demonstrates our tradition of providing
reliable and consistent quality through the application of modern technology,
and justifies the preferences of a nationwide customer base.
ACC manufactures the following types of cement, in addition to which, it
provides Bulk Cement and Ready Mix Concrete.
ORDINARY PORTLAND CEMENTS

OPC 43 Grade

BLENDED CEMENTS

Fly-ash based Portland Pozzolana Cement

ORDINARY PORTLAND CEMENT 43 GRADE CEMENT

ACC Cement is the most commonly used cement in all constructions including
plain and reinforced cement concrete, brick and stone masonry, floors and
plastering. It is also used in the finishing of all types of buildings, bridges,
culverts, roads, water retaining structures, etc. What is more, it surpasses BIS
Specifications (IS 8112-1989 for 43 grade OPC) on compressive strength levels.
ACC Cement is marketed in specially designed 50 kg bags.

29

SWOT ANALYSIS OF ACC CEMENT

STRATEGY IS A PATTERN IN A SERIES OF DECISIONS OR ACTIONS.

- HENRY MINTZBERG (1994)

SWOT Analysis explores the relationship between the environmental Influences

and the strategic capabilities of an organization compared to its Competitors.
The importance of SWOT is revealed by the value of the
Strategies it generates. A SWOT item that generates no strategies is not
important.

STRENGTHS
It is having a good image and brand loyalty among consumers.
Service is good.
Dhalai karne ke liye people ask for ACC.
Perceived to be of very superior quality cement when compared to others.
Selling form the very first day the shop came in to being & sells easily.
They have same price prevailing for wholesale at dealers/stockiest
retailers end.
30

WEAKNESS
The competitors are doing much promotional activity rather than ACC
Limited thats why it facing more problems in selling of product in the
market.

Lack of awareness program for consumers.

OPPORTUNITY
Rapid growth is taking place in West Bengal, Bihar and Jharkhand .
People are opting for more stable structures and intensive use of cement
is taking place, even government is spending heavily on infrastructure
projects. Thus, this is the right time to fully tap these markets.
As Indian core industry is also growing at rate of nearly 10% per annum,
it is having a good future.
Foreign direct investment in infrastructure sector going to increase in
coming years, which will increase the demand of cement.
Roads are undergoing through the transformation process through which
the traditional method of road building will be replaced by modern
concrete roads.

THREATS
Large number of players in cement industry makes it more competitive
for ACC to carefully price its product and at the same time satisfy its
dealers and customers.
Players such as Lafarge Cement, Ultratech Cement, and Birla Cement
are eating up considerable market share.
Due to Indias exponential growth many new international cement
companies are expected in coming years which will bring a tide of change
and can start price war.
The emergence of small players in this market may increase the
competition and Start the malpractices, and heavy discounts to retailers.

31

They can also influence many retailers by giving better profit margin, and
other Benefits.

32

INTRODUCTION OF TOPIC
CONSUMER BUYING BEHAVIOR & THEIR PERCEPTION WHILE
CHOOSING ACC CEMENT
PERCEPTION
Perception is the most important cognitive process. Cognition is basically
a bit to information & cognitive process involves 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 environment.
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.
33

It is a physical as well as psychological process: In which peoples action, emotions, thoughts or feelings are triggered by the
perception of their surroundings.
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 processes. We can take an input through put
output approach to understand the dynamics of Perceptual Process.

Perceptual

Perceptual through puts

Input
Stimuli

Receiving ----Selecting---Organizing--Interpreting

Perceptual
Outputs
Actions

COMPLEX PROCESS
Then approach emphasize that there is impact which is processed and gives
outputs. It does not present the whole factors, which go in Input, Throughput
and Output process.

34

Characteristic of
Input or Stimuli

Perceptual Output
Perceptual Input

Perceptual Mechanism
Selection interpretation

Objects
Events
People

Organizing

Characteristic of the
situations

Attitudes
Opinions
Feelings
Values

Behavior

Characteristic of
the Perceives

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 MECHANISM:
Perceptual mechanism involves three elements selection of stimuli,
organization of stimuli and interpretation of stimuli.
35

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.
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.
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.
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 gets 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:
STIMULI
: The receipt of information is the stimulus which results in
sensation. Knowledge and behavior depends on senses and their stimulation.
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 peoples
selection capacity and the intensity of stimuli.
RECOGNITION : After paying attention to the stimuli, the person tries to
recognize whether the stimuli are worth realizing. The message or incoming
stimuli are recognized before they are transmitted into behavior.
36

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.
BEHAVIOUR

: 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.
PERFORMANCE: Proper behavior leads to higher performance. Higher
performance becomes a source of stimuli and motivation to other employees. A
performance reward relationship is established to motivate people.
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
behavior towards the corporate objectives and self satisfaction.

CUSTOMER PERCEPTION ABOUT CEMENT PURCHASING

37

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 persons 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 so is, 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 they 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 intentions
on the purchase decision.
The first factor is the attitudes of others. The extent to which another persons
attitudes reduce ones preferred alternative depends on two things:The intensity of the other persons negative attitude towards the consumers
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 purchases
sub decisions a brand decision (brand A), vendor decision (dealer 2), quantity
decision cone computer, timing decision (weakened) and payment method
decision credit card.

POST PURCHASE BEHAVIOR:

38

After purchase the product, the consumer will experience some level of
satisfaction or dissatisfaction. The marketers job does not end when the product
is bought.
POST PURCHASE SATISFACTION:
The buyers satisfaction is a function of closeness between the buyers
expectations on the products perceived performance.
POST PURCHASE ACTIONS:
The consumers satisfaction or dissatisfaction with the product will influence
subsequent behavior.

CONSUMER BUYING BEHAVIOUR

Consumer buying behavior is the study of when, why, how, and where people
do or do not buy Product, It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision
making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics and behavioral variables in an
attempt to understand people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, reference groups, and society in
general.
Customer behavior study is based on consumer buying behavior, with the
customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behavior analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is
also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can
be categorized into social choice and welfare functions.
Each method for vote counting is assumed as a social function but if Arrows
possibility theorem is used for a social function, social welfare function is
achieved. Some specifications of the social functions are decisiveness,
neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and
39

strong Pareto optimality. No social choice function meets these requirements in

an ordinal scale simultaneously. The most important characteristic of a social
function is identification of the interactive effect of alternatives and creating a
logical relation with the ranks. Marketing provides services in order to satisfy
customers. With that in mind, the productive system is considered from its
beginning at the production level, to the end of the cycle, the consumer
(Kioumarsi et al., 2009). Belch and Belch define consumer behavior as 'the
process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to
satisfy their needs and desires.

BLACK BOX MODEL

ENVIRONMENTAL

BUYER'S BLACK BOX

FACTORS

BUYER'S
RESPONSE

Marketing

Environmental

Buyer

Decision

Stimuli

Stimuli

Characteristics

Process

Product

Economic

Attitudes

Problem

Product choice

Price

Technological

Motivation

recognition

Brand choice

Place

Political

Perceptions

Information

Dealer choice

Promotion

Cultural

Personality

search

Purchase

Demographic

Lifestyle

Alternative

timing

Natural

Knowledge

evaluation

Purchase

Purchase

amount

decision
Post-purchase
behavior
The black box model shows the interaction of stimuli, consumer characteristics,
and decision process and consumer responses. It can be distinguished between
interpersonal stimuli (between people) or intrapersonal stimuli (within people).
40

The black box model is related to the black box theory of behaviorism, where
the focus is not set on the processes inside a consumer, but the relation between
the stimuli and the response of the consumer. The marketing stimuli are planned
and processed by the companies, whereas the environmental stimulus is given
by social factors, based on the economical, political and cultural circumstances
of a society. The buyers black box contains the buyer characteristics and the
decision process, which determines the buyers response.
The black box model considers the buyers response as a result of a conscious,
rational decision process, in which it is assumed that the buyer has recognized
the problem. However, in reality many decisions are not made in awareness of a
determined problem by the consumer.

INFORMATION SEARCH
Once the consumer has recognized a problem, they search for information on
products and services that can solve that problem. Belch and Belch (2007)
explain that consumers undertake both an internal (memory) and an external
search.
SOURCES OF INFORMATION INCLUDE:
Personal sources
Commercial sources
Public sources
Personal experience
The relevant internal psychological process that is associated with information
search is perception. Perception is defined as 'the process by which an
individual receives, selects, organizes, and interprets information to create a
meaningful picture of the world'

THE SELECTIVE PERCEPTION PROCESS

41

Stage Description
Selective exposure consumers select which promotional messages they will
expose themselves too. Selective attention consumers select which promotional
messages they will pay attention too. Selective comprehension consumer
interprets messages in line with their beliefs, attitudes, motives and experiences.
Selective retention consumers remember messages that are more meaningful or
important to them. The implications of this process help develop an effective
promotional strategy, and select which sources of information are more effective
for the brand.
INFORMATION EVALUATION
At this time the consumer compares the brands and products that are in their
evoked set. How can the marketing organization increase the likelihood that
their brand is part of the consumer's evoked (consideration) set? Consumers
evaluate alternatives in terms of the functional and psychological benefits that
they offer. The marketing organization needs to understand what benefits
consumers are seeking and therefore which attributes are most important in
terms of making a decision.
PURCHASE DECISION
Once the alternatives have been evaluated, the consumer is ready to make a
purchase decision. Sometimes purchase intention does not result in an actual
purchase. The marketing organization must facilitate the consumer to act on
their purchase intention. The organization can use variety of techniques to
achieve this. The provision of credit or payment terms may encourage purchase,
or a sales promotion such as the opportunity to receive a premium or enter a
competition may provide an incentive to buy now. The relevant internal
psychological process that is associated with purchase decision is integration.
Once the integration is achieved; the organization can influence the purchase
decisions much more easily.

POSTPURCHASE EVALUATION
42

It is common for customers to experience concerns after making a purchase

decision. This arises from a concept that is known as cognitive dissonance.
The customer, having bought a product, may feel that an alternative would have
been preferable. In these circumstances that customer will not repurchase
immediately, but is likely to switch brands next time.
To manage the post-purchase stage, it is the job of the marketing team to
persuade the potential customer that the product will satisfy his or her needs.
Then after having made a purchase, the customer should be encouraged that he
or she has made the right decision. It is not affected by advertisement.
INTERNAL INFLUENCES
Consumer behavior is influenced by: demographics, psychographics (lifestyle),
personality, motivation, knowledge, attitudes, beliefs, and feelings. Consumer
behavior concern with consumer need consumer actions in the direction of
satisfying needs leads to his behavior of every individual depend on thinking
process.
EXTERNAL INFLUENCES
Consumer behavior is influenced by: culture, sub-culture, locality, royalty,
ethnicity, family, social class, reference groups, lifestyle, and market mix
factors.
FACTORS INFLUENCING THE BEHAVIOUR OF BUYERS
Consumer behavior is affected by many uncontrollable factors. Just think, what
influences you before you buy a product or service? Your friends, your
upbringing, your culture, the media, a role model or influences from certain
groups?
Culture is one factor that influences behavior. Simply culture is defined as
our attitudes and beliefs. But how are these attitudes and beliefs developed? As
an individual growing up, a child is influenced by their parents, brothers, sister
and other family member who may teach them what is wrong or right. They
learn about their religion and culture, which helps them develop these opinions,
attitudes and beliefs (AIO). These factors will influence their purchase behavior
however other factors like groups of friends, or people they look up to may
influence their choices of purchasing a particular product or service. Reference
groups are particular groups of people some people may look up towards to that
43

have an impact on consumer behavior. So they can be simply a band like the
Spice Girls or your immediate family members. Opinion leaders are those
people that you look up to because your respect their views and judgments and
these views may influence consumer decisions. So it maybe a friend who works
with the IT trade who may influence your decision on what computer to buy.
The economical environment also has an impact on consumer behavior; do
consumers have a secure job and a regular income to spend on goods?
Marketing and advertising obviously influence consumers in trying to evoke
them to purchase a particular product or service.
Peoples social status will also impact their behavior. What is their role within
society? Are they Actors? Doctors? Office worker? And mothers and fathers
also? Clearly being parents affects your buying habits depending on the age of
the children, the type of job may mean you need to purchase formal clothes; the
income which is earned has an impact. The lifestyle of someone who earns
250000 would clearly be different from someone who earns 25000. Also
characters have an influence on buying decision. Whether the person is
extrovert (outgoing and spends on entertainment) or introvert (keeps to
themselves and purchases via online or mail order) again has an impact on the
types of purchases made.

TYPES OF BUYING BEHAVIOUR

There are four typical types of buying behavior based on the type of products
that intends to be purchased. Complex buying behavior is where the individual
purchases a high value brand and seeks a lot of information before the purchase
is made. Habitual buying behavior is where the individual buys a product out of
habit e.g. a daily newspaper, sugar or salt. Variety seeking buying behavior is
where the individual likes to shop around and experiment with different
products. So an individual may shop around for different breakfast cereals
because he/she wants variety in the mornings! Dissonance reducing buying
behavior is when buyer is highly involved with the purchase of the product,
because the purchase is expensive or infrequent. There is little difference
between existing brands an example would be buying a diamond ring, there is
perceived little difference between existing diamond brand manufacturers.

NEED OF THE STUDY

44

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 ACC in
comparison with other Brand.
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.

SCOPE OF THE STUDY

The scope of this report is restricted to the study of consumer Buying behavior
and Perception regarding marketing of ACC Cement in Asansol 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 SALES UNIT, ACC ASANSOL to
increase the sales of ACC cement in ASANSOL city.

45

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 Asansol city hence the result does 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 relied on biased manner.

46

CHAPTER 2

LITERATURE REVIEW

LITERATURE REVIEW ON CONSUMER BUYING

47

BEHAVIOR & THEIR PERCEPTION WHILE CHOSING ACC CEMENT

CONSUMER BUYING BEHAVIOR
Personality characteristics impact consumer behavior because they shape the
way in which consumers respond to messages at a given time. This response
changes minute to minute based upon the unique characteristics of the target
consumer and their ongoing life experience. The online environment presents a
vast opportunity for companies to interact with consumers on a personal,
customized level. Individual differences are an important aspect of this
interaction as they provide insight into how people with varying levels of
experience with the online environment respond to interactive persuasion
techniques. Fries tad and Wright (1994), in their presentation of the PKM, posit
that the effectiveness of advertising persuasion techniques depends upon the
level of persuasion expertise each individual possesses. In an online
environment, measurement of this effect can be achieved by looking at user
experience levels, self efficacy, and number of hours spent online. General
knowledge gleaned from the PKM dictates that consumers with more
experience in the online environment will be better at coping with persuasion
techniques therein, such as open, visually rhetorical advertisements.

An individual's need for cognition refers to their

motivation to engage in meaningful cognitive thought or
undertaking. A consumer's need for cognition will
impact their ability to deal with tasks and social settings,
such as responding to advertising messages or calls to
action. This applies directly to the concept of open,
visually rhetorical advertising because such messages require a higher cognitive
processing load to be understood and learned. Although need for cognition was
not found to impact interpretations of open advertisements in the 2004 Ketelaar
et al. study, it is still an interesting variable that can be effectively measured and
manipulated for this type of research endeavor. (Ketelaar et al., 2004)
Additionally, cognitive response, and the need therein serve an important part in
the development of brand attitudes within a target consumer. This concept was
elaborated upon by McGinnis and Jaworski (1989) in their seminal piece
regarding information processing in advertising: "Cognitive and emotional
responses related to imagined product consumption experiences are the
strongest determinants of brand attitude." (MacInnis & Jaworski, 1989)
48

As shown, need for cognition is linked to the development of brand attitude in

consumers. When examined in terms of its relationship to time spent processing
online, visually rhetorical advertising, need for cognition could prove to be an
interesting differentiator within the sample group. In addition to need for
cognition, an internal motivation toward the product being advertised should be
apparent within driven consumers. This motivation helps push the consumer
toward unraveling the visual riddle presented in an open advertisement.
Type of motivation, either utilitarian ("goal-oriented") or hedonic
("expressive") is a diverse and interesting factor to analyze across consumer
groups. As shown in research undertaken by Phillips (2000), consumers with
utilitarian, goal-oriented motivations are keen on evaluating product attributes
and therefore less likely to be attracted to open advertisements. Consumers with
hedonic or "expressive" goals are more likely to seek out the entertainment
value in the open advertisement. (Phillips, 2000) To further support this stance,
Huang (2003), in his online study of websites, found that level of attention in
consumers is most linked to utilitarian design while both control and interest are
linked to hedonic performance measures. Liu, et al (2002), based on their online
research, concluded that higher levels of active control within consumers
resulted in being geared towards more utilitarian, goal-based website designs.
As shown in these studies, motivation is an individual difference worth
characterizing. Type of consumer motivation is extremely important when
analyzing online consumer behavior as it helps categorize amongst user groups,
across sites. In past studies, level of interactivity has also had an impact on type
of motivation and need for cognition. The following section will review this
important research area.

PERCEPTION
In philosophy, psychology, and cognitive science, perception is the process of
attaining awareness or understanding of sensory information. The word
"perception" comes from the Latin words perceptio, percipio, and means
"receiving, collecting, action of taking possession, apprehension with the mind
or senses.
Perception is one of the oldest fields in psychology. The oldest quantitative law
in psychology is the Weber-Fechner law, which quantifies the relationship
between the intensity of physical stimuli and their perceptual effects. The study
of perception gave rise to the Gestalt school of psychology, with its emphasis on
holistic approach.
49

What one perceives is a result of interplays between past experiences, including

ones culture, and the interpretation of the perceived. If the percept does not
have support in any of these perceptual bases it is unlikely to rise above
perceptual threshold.
TYPES
Two types of consciousness are considerable regarding perception: phenomenal
(any occurrence that is observable and physical) and psychological. The
difference everybody can demonstrate to him- or herself is by the simple
opening and closing of his or her eyes: phenomenal consciousness is thought,
on average, to be predominately absent without sight. Through the full or rich
sensations present in sight, nothing by comparison is present while the eyes are
closed. Using this precept, it is understood that, in the vast majority of cases,
logical solutions are reached through simple human sensation. The analogy of
Plato's Cave was coined to express these ideas.
Passive perception (conceived by Ren Descartes) can be surmised as the
following sequence of events: surrounding input (senses) processing
(brain) output (re-action). Although still supported by mainstream
philosophers, psychologists and neurologists, this theory is nowadays losing
momentum. The theory of active perception has emerged from extensive
research of sensory illusions, most notably the works of Richard L. Gregory.
This theory, which is increasingly gaining experimental support, can be
surmised as dynamic relationship between "description" (in the brain) senses
surrounding, all of which holds true to the linear concept of experience.

50

CHAPTER 3
OBJECTIVES

51

AIMS OF THE STUDY

1. To analyze the sales performance of Acc cement in General.
2. To assess marketing strategy adopted by ACC, ASANSOL.
4. To analyze the general problems in marketing of cements and specific
problems confronted by ACC Sales Unit, ASANSOL.
5. To know consumer preference towards various brands of cement especially
towards ACC Cement.
6. To give specific suggestions for improvement of marketing strategy of ACC
Sales Unit, ASANSOL.
7. To gain knowledge about cement industry in ASANSOL region.
8. To understand and observe the practical work in such a giant organization.
9. To study customer perception.
10. To research over customer perception about cement purchasing in
ASANSOL region.
11. To have the direct contact with the employees.
Here the study is important as it bridges down the gap between theoretical
knowledge & practical experience for a fieldwork.

52

CHAPTER 4
RESEARCH METHODOLOGY

53

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
ASANSOL city was consider as universe.
Sample Size: - It refers to deciding how many people to be surveyed
during the study. Researcher planned to serve 25 people of urban area and
25 people of semi-urban area of ASANSOL 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 semi-urban area.
54

 Sampling Method: - It refers to deciding what how respondent 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 consists of a number of questions printed on typed in a definite order
on a form or set of forms. The respondent has 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.

55

CHAPTER 5
ANALYSIS
&
INTERPRETATION

56

FREQUENCY TABLE, GRAPH & INTERPRETATION

Which brand of cement you have purchased?

TABLE-1
Brand Name

Acc
Lafarge
Ultratech
Others
Total

Frequency

Percent

33
7
9
1
50

66.0
14.0
18.0
2.0
100.0

Which brand of cement you have purchased?

50
45
40
35
30

Frequency

25
20
15
10
5
0

ACC

Lafarge

Ultratech

Others

INTERPRETATION
Among the total 50 respondents, 66% has been purchased ACC cement, 18%
Ultratech Cement, 14% Lafarge Cement & 2% of respondent has been
purchased other brands of cement.

57

Where from do you normally buy cement?

TABLE-2
Frequency

Percent

Local supplier
Company authorized
dealer
Exclusive dealer
Dealer dealing with
building materials
along with cement
Total

27
1

54.0
2.0

1
21

2.0
42.0

50

100.0

Where from do you normally buy cement?

Ex
cl
us
iv
e

Lo
ca
lS
up
pl
ie
r

Frequency

D
ea
le
r

50
45
40
35
30
25
20
15
10
5
0

INTERPRETATION
Among the total 50 respondents 54% are normally purchasing cement from
Local supplier, 42% are purchasing from the Dealer who dealing with building
material along with cement, just 2 % of them are purchasing from Company
authorized dealer, and just 2% of them prefer to purchase from Exclusive
dealer.

58

Does Influencer play a vital role for Purchase of any brand of cement?
TABLE-3
Answer

Frequency

Percent

Yes
No
Total

40
10
50

80.0
20.0
100.0

Does Influencer play a vital role?

Frequency

50
45
40
35
30
25
20
15
10
5
0

Yes

No

INTERPRETATION
Among the total 50 Respondents 80% of them say that Influencer plays a vital
role while choosing cement brand for purchase, however 20% of them are not
agreed that Influencer plays any role while choosing any cement brand.

59

Whom do you consult for purchasing cement?

TABLE-4
Consultant Person

Frequency

Mason
Engineer
Friends & Relatives
A neighbor who has recently constructed
his house
Total

Percent
28
6
14
2

56.0
12.0
28.0
4.0

50

100.0

Whom do you consult for purchasing cement

Fr
ie
nd
s

&

M
as
o

R
el
at
iv
es

Frequency

50
45
40
35
30
25
20
15
10
5
0

INTERPREATATION
Among the total 50 Respondents, 56% of them consult Mason while purchasing
cement, 28% of them consults their Friends & Relatives,12 % of them purchase
after consulting Engineer /Architect/Cement dealer & the most surprising part is
that only 2% of them consult their neighbor who recently constructed his house.

60

Which brand of cement is best available in the market from the following?
TABLE-5
Company
ACC
Lafarge
Others
Total

Frequency

Percent

39
9
2
50

78.0
18.0
4.0
100.0

Which brand cement is best ?

Frequency

50
45
40
35
30
25
20
15
10
5
0

ACC

Lafarge

Others

INTERPRETATION
Among the total 50 Respondents, 78% say that ACC brand Cement is best
available in the market, 18% of them are say Lafarge is best available in market
and 4% say there is some other brand which is best available in market.

61

What comes to your mind when choosing ACC cement, choose one of the
following?
TABLE-6
Options

Frequency

Percent

29
9
9
3
50

58.0
18.0
18.0
6.0
100.0

Good brand name

Affordable price
Good quality product
All of the above
Total

Whom do you consult for purchasing cement

50
45
40
35
30
25
20
15
10
5
0

du
ct
pr
o
y
qu
al
it
G
oo
d

G
oo
d

br
an
d

na
m
e

Frequency

INTERPRETATION
Among the total 50 Respondents, 58% says that whenever we hear ACC
cement, Good brand name comes to our mind, 18% says Affordable price, 18%
say Good quality product and only 6% says that those entire thing rang in our
mind.
Which cement company provides good logistics support from the
following?
62

TABLE-7
Company name

Frequency

Percent

38
2
3
4
3
50

76.0
4.0
6.0
8.0
6.0
100.0

Acc
Birla
Ambuja
Ultratech
Lafarge
Total

Which cement company provides good logistics support?

ge
La
fa
r

ch
at
e
U
lt
r

A
m
bu
ja

B
ir
la

A
C

Frequency

50
45
40
35
30
25
20
15
10
5
0

INTERPRETATION
Now almost every company is giving the logistic support, however among the
total 50 Respondents, 76% said ACC gives good logistics support, 8% of them
said that Ultratech cement provide good logistic support, 6% said that Ambuja
is best in logistic support and also 6% says that Lafarge cement provide best
logistic support. Only 4% gave their satisfaction on Birla cement.

Which cement company is known for its brand name in the market?
TABLE-8

63

Brand Name

Frequency

Percent

45
1
1
1
2
50

90.0
2.0
2.0
2.0
4.0
100.0

ACC
Birla
Ambuja
Ultratech
Others
Total

Which cement company is known for its brand name in market?

50
45
40
35
30

Frequency

25
20
15
10
5
0

ACC

Birla

Ambuja Ultratech Others

IN
TERPRETATION
Among the total 50 Respondents 90% says that ACC cement is known for its
brand in market , 2% says that Birla Cement is known for its brand in market,
2% says that Ambuja cement in known for its brand in market, Again 2 % says
that Ultratech cement is known for its brand in market, however 4% says there
are some other brand which is known in the market for its brand.

64

Are you Brand conscious?

TABLE-9
Answer

Frequency

Percent

Yes
No
Total

37
13
50

74.0
26.0
100.0

Are you Brand conscious?

Frequency

50
45
40
35
30
25
20
15
10
5
0

Yes

No

INTERPRETATION
Among the total 50 Respondents, 74% said that they are brand conscious they
only go for branded product; however 26% said that they are not brand
conscious.

65

Which brand you prefer the most? Choose one of the following?
TABLE-10
Brand Name

Frequency

Percent

41
1
1
4
3
50

82.0
2.0
2.0
8.0
6.0
100.0

ACC
Birla
Lafarge
Ultratech
Others
Total

Which Brand you preffer the most?

50
45
40
35
30

Frequency

25
20
15
10
5
0

ACC

Birla

Lafarge Ultratech Others

INTERPRETATION
Among The total 50 respondents, all of them answer on it and 82% said that
they choose ACC cement, 8% Ultratech, 2% Lafarge, 2% Birla cement,
however 6% said different brand names.

66

Which is the best mode of advertisement in creating customer demand?

TABLE-11
Source/Medium

Frequency

Television
Shop paintings
Hoardings
Print Media
Total

Percent

34
6
7
3
50

68.0
12.0
14.0
6.0
100.0

Which is the best mode of advertisement?

ed
ia
M
P

ri
nt

H
oa
rd
in
gs

in
g
pa
in
t

Sh
op

Te
le
vi
si
on

50
45
40
35
30
25
20
15
Frequency 10
5
0

INTERPRETATION
Among The total 50Respondents, 68% said that Television is the best mode of
advertisement and Television advertisement influence him more, however there
are 14% of Respondent they said that Hording is the best mode of
Advertisement , 12% of them said that Shop painting is the best mode and
finally 6% said that Print media is the best mode of advertisement.

Is there any relation between the colour of the cement with its price and its
quality in your opinion?
67

TABLE-12
Answer

Frequency

Percent

Yes
No
Total

12
38
50

24.0
76.0
100.0

any relationship between the colour of the cement with price and qu

Frequency

50
45
40
35
30
25
20
15
10
5
0

Yes

No

INTERPRETATION
Among The total 50 Respondents only 24% said that, there is a relationship
between colour of the cement with its price and its quality, however 76 % said
that there is no relationship between colour of the cement with its price and its
quality.

68

Do branding/promotion activity improve the visibility and enhance the sale

of a cement brand?
TABLE-13
Opinion

Frequency

Percent

Yes
No
Total

3
47
50

6.0
94.0
100.0

nding/Promotion activities improve the visibility and enhance the sa

Frequency

50
45
40
35
30
25
20
15
10
5
0

Yes

No

INTERPRETATION
Among the total 50 Respondents, A lots of Respondent, 94% said that
Branding/promotional activities dont make any difference to sale and
visibility, However only 6% said that its effect.

69

Has any company officially visited your site?

TABLE-14
Opinion

Frequency

Percent

1
49
50

2.0
98.0
100.0

Yes
No
Total

Has any company officially visited your site?

Frequency

50
45
40
35
30
25
20
15
10
5
0

Yes

No

INTERPRETATION
Among the total 50 Respondents 2% said that company officially visited their
site, however 98% said that no one come officially to their site from cement
company.

70

Have you attended any meeting with any cement company?

TABLE-15
Opinion

Frequency

Percent

1
49
50

2.0
98.0
100.0

Yes
No
Total

Have you attended any meeting with any cement company?

Frequency

50
45
40
35
30
25
20
15
10
5
0

Yes

No

INTERPRETATION
Among the total 50 Respondents 98% havent attend any cement company
meeting however only 2% of them are attended the cement company meeting.

71

Which brand of cement you are able to purchase on credit basis?

TABLE-16
Brand Name

Frequency

Percent

39
1
1
6
3
50

78.0
2.0
2.0
12.0
6.0
100.0

ACC
Birla
Lafarge
Ultratech
Others
Total

Which brand of cement you are able to purchase on credit basis?

50
45
40
35
30

Frequency

25
20
15
10
5
0

ACC

Birla

Lafarge Ultratech Others

INTERPRETATION
Among the total 50 Respondents, 78% said that they are able to purchase ACC
cement in credit basis, only 12% of them said that they can manage to get
Ultratech cement on credit basis, 2% said that they can manage to get Birla
cement as a credit basis, 2% said that they are able to purchase Lafarge cement
as on credit basis. 6% said that they manage others brand in credit basis.

72

CHI-SQUARE TEST
Which brand of cement you have purchased * Influencers play a vital role?
Cross tabulation
Count

which brand of
cement you
have purchased

Cross tab-1
Influencers play a vital role?
Yes
No
25
8
5
2
9
0
1
0
40
10

ACC
Lafarge
Ultratech
Others

Total
Chi-Square Tests

(CROSS TAB-1.2)
Value

df

3.193(a)
5.110
2.186

3
3
1

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Total
33
7
9
1
50

Asymp. Sig. (2sided)

.363
.164
.139

50

A 4 cells (50.0%) have expected count less than 5. The minimum expected count is
0.20.
30
25
20
Yes

15

No

10
5
0
Acc

Lafarge

Ultratech

Others

73

INTERPETATION
It is inferred from Cross tab 1.2 that at 95% confidence level, there is no significant
relationship exist between consumer brand preference and the role of influencer.
This lead we to conclude that influencer dont play a vital role in consumer brand
preference.

Crosstab-2
Count
Where from do you normally buy cement?

which brand
of cement
you have
purchased

Total

Local
supplier

Company
authorized
dealer

Exclusive
dealer

Dealer
dealing
with
building
materials
along with
cement

ACC

17

15

33

Lafarge
Ultratech
Others

4
5
1
27

0
0
0
1

0
1
0
1

3
3
0
21

7
9
1
50

Total

Chi-Square Tests (CROSS TAB-2.2)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

Value

df

Asymp. Sig. (2-sided)

6.193(a)
5.734
.448
50

9
9
1

.720
.766
.503

A 14 cells (87.5%) have expected count less than 5. The minimum expected count is
0.02.

74

Company
authorized dealer

Exclusive dealer

Dealer dealing
with building
materials

ltr
at
ec
h

Local Supplier

Ac
c

18
16
14
12
10
8
6
4
2
0

INTERPETATION

It is inferred from table 2.2 that at 95% confidence level, there is no significant
relationship exit between consumer brand preference and from whom they are
purchase. This lead to us that cement selling place is not concern with brand
preference of consumer.

Crosstab-3
Count

which brand of
cement you have
purchased

Acc
Lafarge
Ultratech
others

Total

whom do you consult for purchasing cement

Mason
Engineer
Friends
A neighbor
&
who has
Relatives
recently
constructed
his house
20
6
5
2
2
5
1
28

0
0
0
6

5
4
0
14

Chi-Square Tests (Cross tab-3.3)

Pearson Chi-

Value

df

13.343(a
75

Asymp.
Sig. (2sided)
.148

0
0
0
2

Total

33
7
9
1
50

Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

)
15.118
.364

9
1

.088
.546

50

A 13 cells (81.3%) have expected count less than 5. The minimum expected count is
0.04.
25
20

Mason

15

Enginner/Architect

10

Friends & Relative

A neighbour recently
cons. a house

5
0
Acc

Lafarge Ultratech Others

INTERPETATION
It is inferred from cross tab 3.2 that at 95% confidence level, there is no significant
relationship exist between consumer brand preferences and from whom they consult
before purchasing cement.

Crosstab-4
Count
which brand of cement is best
available in the market from the
following
Acc
Lafarge
Others
which brand
of cement
you have
purchased

ACC

30

76

Total

33

Lafarge
Ultratech
Others

6
2
1
39

Total

0
7
0
9

1
0
0
2

7
9
1
50

Chi-Square Tests (Cross tab-4.2)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value

Df

28.660(a)
23.920

6
6

Asymp. Sig.
(2-sided)
.000
.001

9.793

.002

50

A 8 cells (66.7%) have expected count less than 5. The minimum expected count is
0.04.
35
30
25
20

Acc

15

Lafarge

10

Others

5
0
Acc

Lafarge

Ultratech

Others

INTERPETATION
It is inferred from table 4.2 that at 95% confidence level, there is significance
relationship exist between consumer brand preference and best availability of branded
cement.

CROSSTAB-5
77

Count
What comes to your mind when I say Acc cement,
choose one of the following
Good
Affordable
Good
All of the
brand
price
quality
above
name
product
Which
brand of
cement you
have
purchased

Total

Total

ACC

25

33

Lafarge
Ultratech
Others

0
4
0
29

5
3
0
9

2
2
0
9

0
0
1
3

7
9
1
50

Chi-Square Tests (CROSS TAB-5.2)

Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value

df

39.824(a
)
31.777
4.104

Asymp. Sig.
(2-sided)
.000

9
1

.000
.043

50

A 12 cells (75.0%) have expected count less than 5. The minimum expected count is
0.06.
30
25
20

Good brand name

15

Affordable price

10

Good quality product

All of the above

5
0
Acc

Lafarge Ultratech Others

78

INTERPETATION
It is inferred from table 5.2 that at 95% confidence level, there is a signification
relationship exit between consumer brands preference, and customer perception
toward brands.

Crosstab-6
Count
Which cement company provides good logistics support
from the following
ACC
Birla
Ambuja
Ultratech
Lafarge
Which
brand of
cement you
have
purchased

Total

Acc

30

33

Lafarge
Ultratech
Others

5
2
1
38

2
0
0
2

0
3
0
3

0
4
0
4

0
0
0
3

7
9
1
50

Total

Chi-Square Tests (CROSS TAB-6.2)

Value

df

Pearson ChiSquare
Likelihood Ratio

50.205(a
)
40.122

12

Asymp. Sig.
(2-sided)
.000

12

.000

Linear-by-Linear
Association
N of Valid Cases

7.017

.008

50

A 17 cells (85.0%) have expected count less than 5. The minimum expected count is
0.04.
35
30
25

Acc

20

Brila

15

Ambuja

10

Ultratech

5
0
Acc

Lafarge

Ultratech

Others

79

INTERPETATION
It is inferred from table 6.2 that at 95% confidence level, there is a signification
relationship exit between Consumer brands preference and logistic support provided
by the company.

80

Crosstab-7
Count
Which cement company is known for its brand name in
the market?
Acc
Lafarge
Ambuja
Ultratech
others
which brand
of cement
you have
purchased

Total

Acc

33

33

Lafarge
Ultratech
Others

5
6
1
45

0
1
0
1

0
1
0
1

0
1
0
1

2
0
0
2

7
9
1
50

Total

Chi-Square Tests (CROSS TAB-7.2)

Value

df

Pearson ChiSquare
Likelihood Ratio

27.143(
a)
19.405

12

Asymp. Sig. (2sided)

.007

12

.079

Linear-by-Linear
Association
N of Valid Cases

4.741

.029

50

35
30
25

Acc

20

Lafarge

15

Ambuja
Ultratech

10

Others

5
0
Acc

Lafarge

Ultratech

Others

A 17 cells (85.0%)
have expected count less than 5. The minimum expected count is 0.02.

81

INTEPETATION
It is inferred from table 7.2 that at 95% confidence level, there is signification
relationship exit between consumers brands preference and brands popularity.

Crosstab-8
Count
Which is the best mode of advertisement

Are you brand

conscious
Total

Yes
No

Total

Television

Shop
paintings

Hoardings

Print
Media

25
9
34

3
3
6

7
0
7

2
1
3

37
13
50

Chi-Square Tests (CROSS TAB 8.2)

Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value

df

4.343(a)

Asymp. Sig.
(2-sided)
.227

5.870
.273

3
1

.118
.601

50

A 5 cells (62.5%) have expected count less than 5. The minimum expected count is
0.78.

82

30
25
20

Television
Shop Painting

15

Hoardings

10

Print Media

5
0
Yes

No

INTERPETATION
It is inferred from table 9.2 that at 95% confidence level, there is no signification
relationship exist between consumer brands consciousness and mode of
advertisement.

83

CHAPTER 6
FINDINGS

84

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 Lafarge,
Ultratech and Birla Cement are well famous brands.
4. In rural area AMBUJA Cement and Ultratech 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 ACC, Lafarge and Ultratech 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.

85

CHAPTER 7
RECOMMENDATIONS

86

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
feedback 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.

87

CHAPTER 8
CONCLUSION

88

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. But in competitive field one should not satisfy himself with
present performance. In order to maintain higher competitive efficiency there
should be continuous product planning and market improvement.
ACC cement producer and their dealers in ASANSOL 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.

89

BIBLIOGRAPHY

90

BIBLIOGRAPHY
Books ,Journals & Websites
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.
The Journal of Marketing, Vol. 38, No. 2 (Apr., 1974), pp. 54-60
Journal of Consumer Psychology, Volume 20, Issue 2, April 2010,
Pages107-125
Experimental Psychology, Volume 56, Issue 2, 2009, Pages 92-99
Learning and Motivation, Volume 41, Issue 2, May 2010, Pages 84-94
Cement and Concrete Research, Volume 33, Issue 6, June 2003, Pages
807-814
Journal of Memory and Language, Volume 48, Issue 2 February
2003, Pages304-319
www.acclimited.com/newsite/cement.asp
www.ibef.org/industry/cement-india.aspx
Info.shine.com>industry information

91

 www.understanding_cement.com/history.html

ANNEXTURE

92

QUESTIONNAIRES
A study on Consumer buying behavior & their Perception while choosing
ACC Cement.
Dear Respondent, please answer the following Question:Name of the Respondent

Mobile No

Location

Q1. Which brand of cement you have purchased?

a) ACC
b) LAFARGE
c) ULTRATECH
d) OTHERS
If any other please specify

: ...

Q2. Give Reason for the Preference Of this brand?

________________________________________________________________
________________________________________________________________
Q3. Where from do you normally buy cement?
a) Local supplier but not a dealer(sub- dealer)
b) Company authorized dealer
c) Exclusive dealer
93

d) Dealer Dealing with Other Building Materials Along with cement.

Q4. Does Influencer play a vital Role for purchase of any brand of cement?
a) Yes
b) No
Q5. While purchasing cement & building materials whom do you consult?
a) Mason
b) Engineer/ Architect/ Cement dealer
c) Friends and Relatives
d) A neighbor who has Recently constructed his house
Q6. Which brand of cement available in the market from following?
a) ACC
b) LAFARGE
c) ULTRATECH
d) OTHERS
e) If others please specify

..............................................
......................................................................................................................
Q7. What comes to your mind when choosing ACC cement, choose one of the
following?
a) Good brand name
b) Affordable Price
c) Good quality product
d) All of the above
94

Q8. Which cement company provides good logistic support from the following?
a) ACC
b) LAFARGE
c) AMBUJA
d) BIRLA CEMENT
e) ULTRATECH

Q9. Which cement company is known for its brand name in market?
a) ACC
b) LAFARGE
c) ULTRATECH
d) BIRLA
e) OTHERS
If other please specify : ...
Q10. Are you brand conscious?
a) Yes
b) No
Q11. If yes then which brand you prefer the most? Choose one of the following.
a) ACC
b) BIRLA
c) ULTRATECH
95

d) LAFARGE
e) OTHERS
If others please specify

...................................................
...........................................................................................................................
...........................................................................................................................
Q12. Which is the best mode of advertisement in creating customer demand
about the product in your opinion?
a) Television
b) Shop painting
c) Hoarding
d) Print Media
Q13. Do you stock cement in your site?
a) Yes
b) No
14. Rate the following on the scale of 1-6 according to customer preference of
brand 1 being the highest?
ACC

ULTRATECH

LAFARGE

BIRLA

OTHES

Rating

Q15. Is there any relationship between the colour of the cement with its Price
and its quality in your opinion?
a) Yes
b) No
96

If yes give your opinion :

________________________________________________________________
Q16. Do Branding / Promotion activities improve the visibility and enhance the
sale of a cement brand?
a) Yes
b) No
Q17. Has any company officially visited your site?
a) Yes
b) No
Q18. Have you attended any meeting with any cement company?
a) Yes
b) No
Q19. If the answer is yes, is it useful for you? Why?
________________________________________________________________
________________________________________________________________
Q20. Which brand of cement you are able to purchase on credit basis? Choose
one of them.
a) ACC
b) BIRLA
c) ULTRATECH
d) LAFARGE
e) OTHERS
If others please specify in details

97

Q21. Any suggestion by you that which company can respond more to
consumer like you?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

98