CONTENTS

CHAPTER 1:

INTRODUCTION 1-7

CHAPTER 2:

INDUSTRY PROFILE 8-17COMPANY PROFILE 18-29

CHAPTER 3:

THE RESEARCHDATA ANALYSIS & INTERPRETATION 30-49

CHAPTER 4:

SUGGESTIONS 50

FINDINGS 51

CONCLUSIONS 52

CHAPTER 5:

QUESTIONNAIRE 53-55

BIBLIOGRAPHY 56

JOURNALS 57

CHAPTER 1

INTRODUCTION

INTRODUCTION:

Consumer of today is much more educated and demanding their

quality, expectation have been elevated by the prices of superior

manufactures and retailers who provide of products in every category. In

the face of their vast choices, consumer gravitate to the offerings that best

meet their individual needs and expectations making consumer play very

pivotal role in today's marketing scenario.

Hence their attitude perception and taste towards specify product do

effect a company image thus making study of CONSUMER PERCEPTION

is necessary for any kind of consumer research project.

DEFINITION:

The term consumer behavior that consumer exhibits in selecting,

purchasing, using, evaluating, and disposing the products and services that

they will satisfy their needs.

The study of consumer behavior is the study of how individuals make

decisions to spend their available resources i.e. time, money and effort on

consumption related items. It includes; the study of what they buy, why

they buy, how often they buy and how often use it. Consumer behavior is

mainly aimed towards the consumer and the marketer.

1

CONSUMER PERCEPTION:

A motivated person is ready to act. How a motivated person actually

acts is influenced by his or her perception of the situation.

Perception is the process by which an individual select, organizes, and

interprets information inputs to create a meaningful pictures of the world.

Perception depends not only on the physical stimuli's relation to the

surrounding and field and on condition within the individuals.

Receptionist basically a cognitive or thinking process and an individual

activities, emotions feelings etc.. are based on his or her perception of their

surrounding or environment, perception is the process by which people select,

organize and intercept to form a meaningful picture of the world. People can

form ifferent perceptions of the same stimulus because or three perception

processed; selective distortion, and selective retention. People are exposed to

a great amount of stimuli everyday. Because of these processes, marketers

have to work hard to get their message through.

EXTERNAL AND INTENRAL FACTORS:

The manner in which either a product or service perceived will depend upon

both internal and external factors. i.e. to say that both external reality and

internal reality or intertwined. As human beings we carry all our experiences

in our mind and have our own selfish interest. Needs, motives, and

expectation into the way in which we would like reality to exist in the world

2

ESTERNAL FACTORS INFULUENCING ATTENTION:

Physical properties of the stimulus include the intensity, size, position

contrast, novelty, repetition and movements.

INTERNAL FACTORS:

Customers may not receive the message passively. Usually Consumers

may take the messages given to them by the marketers and then use it so that

it may fit their own internal world and try to work in their mind about clues to

determine the brands capability.

The marketers are always involved in search for a proposition that is

unique and also sells. A good advertisement helps in the creation of

"personnel difference".

Marketers are trying to asses the impact of the marketing mix elements

of the inner minds of the consumer.

The internal factors include selective attention, selective exposure,

selective reception, personnel vigilance, and expectation subliminal

perception.

3

SCOPE OF THE STUDY:

The scope of the present study is confined to Karimnagar & Adilabad

Districts of Andhra Pradesh of the sample respondents has been Kesoram

authorized Customers like Dealers,subscribers,agents,consumers(end users).

The study has been carried not only to find out the factors determining the

purchase of particular brand of Cement but also attitude of Customers to

suggest promotional activities to the Company.

NEED AND IMPORTENCE OF THE STUDY:

India being the fifth largest producing nation and

contributing for a 4 percent worlds cement production. In the recent past

years due to heavy population growth and development of housing and

various constructions projects ranging from mini and mega. The

liberalization policy adopted by the government lead to tremendous

industrial growth and which require basic material setup the industry cement

being the main component for the construction. The consumer decision

regarding to the purchase of cement would be very crucial. In that time

dealers play a vital role.

4

DATA COLLECTION:

For the purpose of the study necessary data has been collected from

the primary and secondary data sources.

Administering a structured questionnaire among the customers and the

dealers has collected the data pertaining to the research and survey at the

kesoram cement dealers in the Karimnagar district. The data was collected

from the dealers and authorized stockiest of the company has collected the

primary data. The secondary data is obtained from the journals, magazine’s,

annual reports of the organizations and different published documents.

METHODOLOGY:

RESEARCH DESIGN:

For the purpose of study, both primary and secondary data has

been collected following the observational method and survey research

method collects the primary data. While taking personal interviews of the

stockiest the observational method was used. The survey research method is

used to gain insight knowledge about the opinions of dealers and the

customers towards the Kesoram cement. The main research instrument used

for collecting the required data is a well – structured questionnaire. A

dealer’s towards the kesoram cement and administered to the same.

The necessary data has also been collected from official records

and other published sourses. The collected data is classified, tabulated,

analyzed and interpreted. Finally conclusions are drawn based on the study

and suggestions are offred for improving the marketing efficeiency of

Kesoram Cement

SAMPLE DESIGN :

For ascertaining the customer perception towards

the Kesoram Cement 100 customers have been randomly selected from

various parts the Karim Nagar, Adilabad districts.

For ascertaining the Dealers perceptions towards the

Kesoram cements 60 dealers have been selected from different places of the

Karim Nagar district. The technique of sampling adopted in this is

convenient random sampling. The researcher has taken necessary steps to

avoid any bias while collecting the data.

LIMITATIONS:

1. The study covers the Karimnagar district and due to the limited

sample size, the facts revealed in the study may not generalize.

2. While calculating the percentages, approximations are made to the

nearest figures. This may not give true picture of the study.

3. The analysis is based on what customers option at the time of the

survey. The study may not produce the same findings if done at a

later stage of time.

4. While filling the questionnaire dealers could not provide 100%

accurate information because of their personal limitations.

5. The study tries to know the customers and dealer’s perception

towards Kesoram Cement but it was not possible to focus on all the

issues. The research has ignored several aspects which may be

important from the other point if view of the study.

6

6. In some places of the dealers and customers also could not disclose

actual sales figure due to the fear of the income tax problems and

knowledge about the society.

7

CHAPTER 2

INDUSTRY PROFILE

INTRODUCTION OF CEMENT:

The 85 years old Indian Cement Industry is one of the cardinal and

basic infrastructure industries, which enjoys core sector status and plays a

crucial role in the economic development and growth of a country. Being a

core sector is industry was subject to price and or distribution controls

almost uninterruptedly from world war-II to 1982. when the Government of

India announced the partial decontrol of prices and decontrol manufacturing

cement became increasingly attractive industry and the industry experienced

substantial expansion.

As the supply in response to the 1982 partial decontrol was significant

in March 1989. Price and distribution control were finally dispensed with.

It was one o the first major industries in the country to be so deregulated.

DEFINITION OF CEMENT:

Cement may be defined, as “it is a mixture of calcium silicate and

aluminates which have the property of setting and hardening under water the

amount of Silica, Alumns which is present in each crust are sufficient to

combine with calcium oxide [Cao] to form the corresponding calcium

silicate and aluminates.

8

CLASSIFICATION OF CEMENT:

Cement is three types

1) Puzzolantic Cement

2) Natural Cement

3) Portland Cement

1) Puzzolantic Cement:

It consists of silicates Calcium and Aluminum; it shows the hydraulic

properties when it is in the form of powder and being mixed with suitable

preparation of lime. The rate of hardening is much slower and the

comprehensive strength developed is about a half of Portland cement. Is us

found more resistant to the chemical action that others.

2) Natural Cement:

This is natural occurring material. It is obtained form cement rocks.

These Cement rocks are claying lime stones containing silicates aluminates

of calcium. The selling property of this cement is more than the Portland

cement but is comprehensive strength is half of its.

9

3) Portland Cement:

a) Ordinary Portland Cement

b) Rapid Hardening Portland Cement

c) Low Heat Cement

d) White Or Colored Cement

e) Water Proof Portland Cement

f) Portland Slag Cement

g) Portland Puzzolana Cement

h) Sulphate Resisting Cement

i) Oil Well Cement

10

INDIAN CEMENT INDUSTRY – PRESENT STATUS

After the deli censing of the industry in July 1991 it reacted positively

to the policy changes. New capacities created and the volume of the

production increased. From a situation of importing cement, the country

started exporting due to high quality and cost effectiveness. After

liberalization the black market in cement also disappeared.

Currently INDIA stands second largest in the cement production

worldwide after China after India, Japan and USA stands. On the other hand

India’s per capital consumption is only 100 Kgs, as compared to the world

average of 260 Kgs. The industry has 59 companies owning 115 plants.

In the matter of exports, the Government considers cement as extreme

focuses are. However Indian cement in the global market is not very

competitive due to high power and full costs. In order to improve its

position in the international market. Technological up gradation is essential

in terms of process up gradation diversification costs reduction quality

control and energy savings.

At present the Indiana Cement industry is the fourth largest in the

world by the year 2011 it is expected to be next to China..

An innumerable technological development has taken place during past

few years.

11

Highlights of the Cement industry:

Cement production in India.

Region 2007-2008 2008-2009 2009-2010 2010-2011

Northern 24 29 34 41

Eastern 11 16 18 24

Western 25 28 37 43

Southern 29 35 41 48

TECHNOLOGY:

Cement may be manufactured employing three alternative technologies

a). The largely out model well process technology.

b). The more modern dry process that requires only 19% coal utilization (as against 30% of one will process) and,

c).The latest percalinatar technogy through which optimum utilization

may be achieved. Here ere calculater or raw.

Material partly or completely carried out before the feed enters the

rotator kiln-beside saving by 30-50% the 30,000 tons per day plants

being setup in the country use this technology.

12

CONCEPT OF MINI CEMENT PLANTS:

Cement plants i.e., those with a daily capacity of less than 200

tones has been advocated due to the following reasons.

1) To utilize lime stone deposits which are too small to call for

setting up of a large plant?

2) The question period in commissioning these units is just about

half of that of larger units.

3) The infrastructure requirements of the mini cement plants are

much less.

4) The cement produced may be locally distributed thus easing the

complicated distribution problem.

CURRENT TRENDS:

Cement production the first five months of the current fiscal has

marginally declined to 24.98 lakh tones as against 25.64 lakh tones in

1999-2000. The decline can be attributed to the delayed monsoon followed

by floods that devastated Andhra Pradesh.

The price, which was depressingly low in the first quarter, has

started firming up since July. Going by the current trends, the prices are

expected to hold firm during the remaining months of the current fiscal.

The previous year, mainly due to a drop in other income by 30.96 crores

and increase interest and depreciation charges by 22.46 croces.

13

CURRENT WAGE AGREEMENT:

The much anticipated cement wage accord between the employers

represented by the cement Manufacturers Association (CMA) and cement

workmen represented by INCWF (INTUC),ABCMS,(BMA), AICWF

(AITUC) HMS & CITY was signed on 14th August, 2000, at New Delhi. The

negotiating committee of CMA which held discussions with the

Mr.N.Srinivasan, Vice Chairman and Managing Director, of your company

and this is the third wave accord reached under his able steward ship.

The wage accord, which provides for an overall increase of Rs.1000/-

per month over the settlement period of 4 years, comes into force with

retrospective effect from 1st April 2000.

14

CEMENT MANUFACTUIR'S ASSOCIATION:

The cement Industry in India dates back to 1914 when the unit was

established in provender with a production just 1000 tones in a year it had

attend fifth place among producing countries in the world only china,

Russia, Japan, U.S.A. are head of the departments in India due to the

period 1993.

The cement manufacture's association comes into existence in 1961

with 17 members companies.

The main objectives of :

1. To promote interest of its members in relation to commerce and

Industry in India.

2. To liaise with trade and industrial organization's in India and Aboroad.

3. To encourage friendly co-operation and cordial relation amongst the

cement producers.

4. To study the problems faced by the cement industry and individual

manufacturers and make representation to Government and other

authorities urging timely action.

5. To encourage research and technical advancement of the industry.

6. To promote the image and goodwill of industry among the

consumers and public at large.

7. 15

PROCESS DESCRIPTION :

The raw materials used for manufacturing Cement:

1) Limestone 2) Bauxite 3) Hematite 4) Gypsum.

1. LIMESTONE :

Depending upon the percentage of CaCo3 contentment, limestone is

classified into two grades namely high – grade material (contains more than

79.5 Caco3) and low – grade material (Contains less than 79.57 CaCo3).

Limestone is excavated at quarry (mines), which is 4 KM away the plant,

then the lime stone is transported from mines to the crushers at plant site by

dumpers having capacity of 30 tone’s each.

2. BAUXITE :

Bauzite is used as a flux for easy burning / Linearization and it will

improve the workability of cement. Bauxite is available at KOLAPUR,

GOA and MALLAPALLY in WARANGAL (Dist) from there it will be

transported by road.

3. HEMATITE:

Hematite is used as a flux for easy burning and it will improve the

Color of the Cement. Hematite is available at Ballari in KARNATAKA and

Kurnool in AP.

4. GYPSUM :

Gypsum is used in manufacturing of cement to control setting timeout

is available at EID parry CHENNAI and Coromandal Fertilizers at

Vishakhapatnam.

16

SWOT ANALYSIS OF INDIAN INDUSTRY

STRENTHS...

1. One of the best technologies in

the World.

2. Quality of cement comparable

to world standards.

3. Large lime stone deposits.

4. No threat of cement import

due to uneconomical freight

costs.

WEAKNESSES…

1. Worsening power situation foreign companies to invert sums of money to setup captive power plants.

2. Quality control not available in the country and better quality coal imports only feasible for port based units.

3. Lack of port facilities. 4. Lower per capita consumption

of cement5. Lack of infrastructure

facilities. 6. Lack of bulk transportation

OPPORTUNITIES

1. Immense export opportunity in neighboring countries and Middle East.

2. Privatization of infrastructure projects.

3. Expected infrastructure growth (7.1% during 2002-03) will add to the current demand.

THREATS..

1. Large capacities coming up

might see a glub situation

emerge.

2. Lack of funds with

government.

17

CORPORATE PROFILE

ABOUT THE KESORAM:

Kesoram Cement Industry is one of the leading manufacturers cement

in India, incorporated by the promoters of Birla Group Company. It is a dry

process cement plant. The plant capacity is 8.26 lakh tones per annum; it is

located at Basanthnagar in Karimanagar Dist. Of Andhra Pradesh which is

8km away from the Ramagundam Railway Station, linking Madras to New

Delhi.

The company’s first unit Basanthnagar with a capacity of 2.1 lakh

tones per annum. Humbolds suspension preheater system was

commissioned during the year 1969. The second unit was set up in the year

1971 with a capacity 2.1 lakh tones per annum and the third unit with a

capacity of 2.5 lakh tones per annum went on stream in the year 1978. The

coal for this company is being supplied by Singareni Colonies and the power

is obtained forms APSED. The power demand for the factory is about

installed in the year 1987.

Kesoram Cement has set up a 15MW captive power plant to facilitate

for uninterrupted power supply for manufacturing of cement, which starts on

24th August, 1997.

Kesoram Cement Industry distinguished itself all the cement factories

in India by bagging the National Productivity Award Consecutively for two

years i.e., for the year 1985-86 and 1986-87.

18

The Federation of Andhra Pradesh Chambers of Commerce and

Industries (FAPCCI) also conferred on Kesoram Cement, an Award for Best

Industrial promotion / expansion efforts in the state for the year

1984.Kesoram also bagged FAPCCI award for “Best Family Planning Effort

in the State” for the year 1987-88.

One among the industrial giants in the country today, serving the

nation on industrial front, Kesroram Industries Ltd., has a chequered and

eventful history dating back to the twenties when the Industrial House of

Birla acquired it. With only a Textile Mill under is banner in 1924, it grew

form strength and spread its activities to newer fields like Rayon, Spun

Pipes, Transparent Paper, Pulp, Tyres, Refectories and other products.

Cement, which plays an important role in Nation Building activity, the

Government of India, had de-kucensed the cement industry in the year 1966

with a view to attract private entrepreneurs to argument the cement

production. Then Kesoram decided to set up a few Cement Plants in the

Country.

Birla supreme is popular brand of Kesoram Cement from its

prestigious plant of Basanthnagar, in A.P., which has outstanding track

record in performance and productivity, serving the nation for the last two

and half decades. It has proved its distinction by bagging several national

awards and state awards. It also has the distinction of achieving optimum

capacity utilization.

19

Kesoram offers a choice of top quality Portland Cement for light,

heavy constructions and allied applications. Quality is built to every fact of

the operations. As is the preference for quality, so is the demand for the

product.

The limestone is rich in calcium carbonate, a key factor that

influences the quality of the final product. The dry process technology used

in the late computerized monitoring overseas the manufacturing process.

Samples are sent regularly to the bureau of Indian Standards, National

Council of Construction and Building Material for certification of derived

quality norms.

The company has actively undertaken promotional measures for

promoting their product through different media, which includes the use off

hoardings. Compliments, Newspapers etc.,

Kesoram Cement is undertaking the marketing activities extensively

in the states of Andhra Pradesh, Karnataka, Tamilnadu, Kerala, Maharashtra

and Gujarath. In A.P. sales depots are located in different areas like

Karimnagar, Warangal, Nizamabad, Vijayawada and Nellore. In other

estates it has opened around 10 depots.

The market share of Kesoram Cement in the all India Cement market

is 1.19% in A.P. it is a 7.05%.

20

CEMENT INDUSTRY PROFILE:

Cement is the basic construction material used extensively all over the

world. The per capital consumption of cement is universally acknowledged

as one of the measure of the country. The per capital consumption of cement

in India is estimated at approximately Rs. 57 ke. and India is the third lowest

consumer in the world. Thus there is a excellent potential growth of cement

industry in India.

Cement was first patented in 1824 in England. In India, the first

cement plant was established by Indian cement industrial growth was

continuously increased. By 1961, cement production in the country

achieved self sufficiency and import of cement was stopped. In August,

1965 the Government accepted the principle to decontrol the prices and

distribution of cement. A scheme of decontrol drawn and brought into effect

from January, 1996 and a cement allocation and coordination organization

(CACO) was formed. As the decontrol scheme did not prove to the

satisfaction of the Government, CACO was abolished and its functions over

by the cement controller attached by the Government Corporation of India

Limited. Prices of cement are revised by the Government from time to time

based on studies and reports of Bureau of Industrial cost and prices.

21

CEMENT MANUFACTURER’S MARKET SHARE:

(In Million Tones)

NAME

OF THE

COMPANY

NO OF

UNITS

INSTALLED

CAPACITYPRODUCTION

MARKET

SHARE

A.C.C 17 7.82 6.70 25.30

CEMENT

CORPORATION

OF INDIA

9 2.58 2.06 8.11

THE BIRLA

GROUP OF

COMPANIES

7 4.48 3.41 13.43

J.K CEMENT

WORKS 1 1.14 0.90 3.54

NARMADA

CEMENT1 1.00 0.39 1.51

LARSEN &

ROURBO2 1.27 - --

OTHER

PROVATE

SECTOR

COMPANIES

37 11.64 9.87 38.87

OTHER PUBLIC

SECTORS COMPANIES `

9 3.42 2.06 8.11

TOTAL 83 33.45 25.39100.00

TYPES OF SALES:

1. DEPOT SALES,

2. SITE SALES.

Depot sales: The required amount of quantity of cement is supplied to the

dealer’s from the depot. The branches of the company make these sales.

Site Sales: The Company to required group or organization dealer’s etc

directly sells the required quantity of cement.

Distribution channel:

Kesoram cement follows intensive type of distribution channel.

Services available in as many outlets as possible.

Dealer’s Selections:

The company selects the dealer’s after taking into consideration, the

financial position the area and the dealer’s opinion regarding the product the

company takes more attention for selecting dealers in the urban region.

The incentives facilities give to the dealers by the company are quantity

(trade discount), cash discount and sliding scale discount (Annual discount)

The company takes order through its branches builders. Dealers and from

any organization if ordered for bulk quantity.

23

SALES PROMOTION:

The company has got healthy sales promotions it has taken much

concentration in advertising of the product through various means like

1. Newspaper 2.Television 3.Wall Painting

4. Bus panels 5.Shop painting.

KESORAM CEMENT ADVANTAGES:

1. Helps in designing sleeker and more elegant structures, giving greater

flexibility in design concept.

2. Due to its fine quality, super fine construction can be achieved.

3. It gives maximum strength aluminum use of cement with water in the

water cement ration especially the 53 grade.

4. Better water proofing is achieved due to low heat of hydration, as the

shrinkage will be less which means fewer cracks.

5. Seller finish is achieved due to fineness and hence better workability

thus plastering heroines easier with better finish.

24

WELFARE AND RECREATION FACILITIES AT A GLANCE

RECREATION CLUB:

For the purpose of recreation facilities two auditors are provided for

the employees to indoor.

LIBRARIES AND READING ROOMS:

The company has provided libraries and reading rooms for the

benefit of the employee. About 5000 books are available in read the

libraries. All kinds of news papers and magazines are made available

in reading rooms for the daily reading of the employees and their families.

CANTEEN:

Is provided to cater to the needs of the employees for supply of

snacks. Tea, coffee and meals.

SCHOOLS:

One English medium school and Telugu medium school are provided

to meet the education requirement of the employee's children.

DISPENSARY:

The company has provided a dispensary with a qualified medical

officer and Para medical staff for the benefit or the employee. The

employee's covered under ESI scheme has to avail the medical facilities

from the ESI hospital.

25

HOUSE JOURNAL:

A house journal in the name of Basanth Nagar Sam char is brought

out quarterly where in all the important activities of the plant are published.

KESORAM CONSUMER CO-OP, STORE:

Consumer co-op, stores is available to meet the needs of the

employees for supply of essential commodities like rice, wheat, sugar,

kerosene etc. on cash credit basis.

SPORT AND GAMES:

Competitors in sport and games are conducted every year for Aug

15 and Jan 26 among the employees.

AIMS:

Continuous efforts to improving productivity.

Evaluating individual skill through training and motivations,

hotal involvement through participants management activities.

Creating healthy and safe environment

Social development.

26

AWARDS:

Kesoram Cement captured various awards including national awards

for productivity technology conservation and several state awards. For the

year 1989, Kesoram bagged ‘Best Family Planning Effort in the State’ by

the Federation of A.P. Chambers of Commerce & Industry and National

Awards for ‘mines safety’ for two successive years 1985-86 & 1986-87. It

also bagged the ‘National Award for Energy Efficiency’ for the year

1989090 fir the best performance among all cement plans in India. This

award installed by National Council for Cement and Building and Material

(NCBM) in association with the department of power, ministry of energy,

Govt. of India.

Kesoram bagged the prestigious ‘A.P. State Productivity Award’ in

1987-89, also annexed the state award for industrial Management’ in the

state and ‘ vazamany Ratna’ and ’Best Efforts of an Industrial Unit’ in the

state to developed ‘Rural Economy’ was bagged for its contribution towards

the social responsibility and rural and community development programmes.

For the year 1991 it bagged ‘May Day Award’ of the Gove. Of A.P.

“Best Management” and the Pandit J.Nehru ‘Silver Rolling Trophy for the

Industrial Productivity effort in the State of A.P., by FAPCCI’. The Indira

Gandhi Memorial National Award for excellence in industry. ‘Best

Management Award’ of the Govt. of A.P. for the year 1993, and it got the

prestigious award “ISO-9002” award for its quality.

27

During the last 3 years the Govt. of A.P. has given the following awards:

Best Management award for the year 1993. Best Industrial Retain

Award for the year 1994. Best Industrial Retain award for the year 1995.

Environment and Mineral conversation award for the year 1995. To keep

the ecological balance, they have also undertaken massive tree plantation in

factory and township areas and they have been nominated by Government of

India of “VRIKSHAMITRA AWARD”. Best effort of an industrial unit in

the state for Rural Development for the year 1994-95, presented by Chief

Minister in March, 1996 and Best Family Welfare Award for the year 1996-

97.

28

KESORAM GROUP OF INDUSTRIES

a) Textiles Kesoram Industries Ltd.,

42, Garden Reach Road,

Calcutta—700024.

b) Rayon Kesoram Rayon Triennia (PO),

Dist. Hoogly, West Bengal.

c) Spun Pipes Kesoram Spun Pipes &

Foundries,

Bansberia (PO) Dist. Hoogly,

West Bengal.

d) Cement Kesoram Cement,

Basanth Nagar – 505187,

Dist. Karimnagar – Andhra

Pradesh

e) Cement Vasavadatta Cement,

Sedam – 585222,

Dist. Gulargah – Karnataka.

f) Tyres Burka Tyres,

Shiva Chambers,

53, Syed Amir Ali Aenue,

Colcutta – 700019

29

CHAPTER 3THERESEARCH&DATAANALYSIS

& INTERPRETATION

TABULATION OF THE DATA WITH ANALYZING

Table – ICEMENT PREFERENCE FOR THEIR OWN CONSTRUCTIONS

CEMENT No. Of Respondents Percentage L&T 15 15Kesoram 38 38Caramondal King 33 33Others 14 14Total 100 100%

The above tabular form gives the preference of the customers to give their

own constructions of houses.

Graph:-

Cement preference for their own constructions of houses

30Interpretation:

In the sample size of 100 customers 38% of the customers give preference to

the Kesoram cement 33% of the regular customers prefer for the coramondal

king cement. 15% of the customers prefer for the L&T and 14% of the

coustomers prefer for the another brands like ACC, AMBUJA and KCP

Cements.

The gives that the Kesoram Cement was occupying top position in the

decision of the customers and next position goes to the coramondal king

cement.

31

TABLE – 2

REASON TO PREFER THE KESORAM CEMENT

Reason No. of Respondents PercentageQuality 32 32Price 21 21

Strength 42 42Others 05 05Total 100 100%

The above tabular form gives about the why the customer goes to prefer for

the above mention cement.

GRAPH:

32

Interpretation:

Most number of the respondents approximately 42% of the customers give

an importance to the strength of cement which are available in the market for

their own construction and nest they are the preferring for the good quality

cement. Now days 32% of the customers prefer the quality in the cement.

21% of the customers also give an importance to the price of the cement.

The middle class people were looking to save the money when they are

buying any product.

33

TABLE – 3GRADE PREFERENCE WHICH IS AVAILABLE IN THE MARKET

Grade No. of Respondents Percentage53 57 5743 Grade 10 10Both 33 33Total 100 100%

The above table gives the use of the grade cement, which are available in the

market.

GRAPH:

34

Interpretation:

In the market there are 43 and 53 grade cement for available. The customer

wants to build their constructions with strong and good quality cement. 57%

of the customers prefers for the 53 grade cement that is they want to strength

in the cement. 33% of the customer wants both 43 and 53 grade cement.

10% of customers prefer for the 43 grade cement.

The competition between the cement manufacturing companies is increasing

day by day in the cement market that’s why people customers preferred for

the strong and good quality cement with less cost.

35

TABLE – 4

CHARACTER OF THE CEMENT FOR CONSTRUCTION

CHARACTER No. Of Respondents

Percentage

Maximum strength with minimum use of cement 42 42Minimum strength with Maximum use of cement 17 17Maximum strength with maximum use of cement 20 20All the above 21 21Total 100 100%

The above table reveals that’s the character of the customers by using the

amount of cement for their constructions.

GRAPH:

Interpretation:42% people give an importance to the maximum strength with using of

minimum amount of cement with that the customers will save the money by

using less amount of cement.

21% of the customers prefer for all the characters with the use of cement.

TABLE – 5

CHARACTER PREFERENCE IN THE SHOP

CHARACTER No. of Respondents Percentage Packaging 15 15Quality 30 30Brand name 25 25Price 30 30Total 100 100%

The about table gives that the customers when going to the shop to buying the cement what are they watching.

GRAPH:

Interpretation:

30% of the customers looks for good quality cement and less cost. These types of customers are from middle class families 25% customers buying by cement with watching of the brand name of a particular named company which is producing good quality cement 15% of the customers wants to good color of packaging without holes founding to the bags.

37

TABLE – 6

PREFERENCE OF KESORAM CEMENT FOR THEIR CONSTRUCTIONS

PREFERENCE No. of Respondents Percentage Yes 62 62No. 38 38Total 100 100%

The above table gives that the regular customers of the Kesoram cement for

their construction.

GRAPH:

Preference of kesoram cement for their construction

62, 62%

38, 38%Yes

No

Interpretation:

62% of the customers want to use the Kesoram cement why because they are

the regular customers for only one shop. 38% of the customers does not like

the Kesoram cement. They prefer for the others cement like ACC suraksha,

Coramandal king and L& K etc.,

38

TABLE – 7

REASON FOR THE USE OF KESORAM CEMENT

REASON No. of Respondents Percentage Price 14 22.5Strength 16 25.8Brand Name 20 32.2Advertising 12 19.3Total 62 100%

The above table gives that the reason of the using the Kesoram cement for

the constructions.

GRAPH:

Interpretation:

The customers watching brand name cement with the 32% of the sample

size of 100. They are the educated customers. 26% customers want strength

for the cement. They are watching good quality and strength in the cement

20% customers buying the Kesoram cement with advertising Some of the

customers look for also cost of the cement 23%

TABLE - 8

QUALITY INCREMENT WITH IT’S COST. PREFERENCE No. of Respondents Percentage Yes 40 40No. 15 15I will go for another one 45 45Total 100 100%

The above tabular form gives that the Kesoram cement quantity increased

with its cost to improve the sales.

GRAPH:

Interpretation:

45% of the cement customers will go to another cement brand when the current using cement increased its cost with incrementing its quantity why because they think that the quality will decrease with its quantity 40% of the regular customers ready to buy the cement when the company is increasing its cost. 15% of the regular customer for the Kesoram cement doesn’t like to buy the cement when the company is increased it’s cost with the quantity.

40

TABLE – 9

WHAT YOU DO,WHEN CEMENT IS NOT AVAILABLE IN THE SHOP,WHAT YOU PREFERED REGULARLY ?

RESPONSE No. of Respondents PercentageI will go for another shop 37 37I will wait for some time for my regular brand

25 25

I will change the brand 26 26Nothing 12 12Total 100 100%

The above table shows that the Kesoram Cement is not available in the regular shop of the customers

GRAPH:

Interpretation:

37% of the customers will go for another shop when the Kesoram cement is not available in shop because of the quality of the cement. 26% of the customers will ready to change their regular brand. 25% of the customers will wait for some time for their regular cement brand 12% of the customers will return from the shop with empty hands.

TABLE – 10

PURCHASE OF THE CEMENT FOR CONSTRUCTION

PREFERENCE No. of Respondents PercentageOnce bulk amount 34 34One by one 36 36Daily up to construction 30 30Total 100 100%

The above table shows that the amount the cement buying by the customers

when they are constructing a building.

GRAPH;

Interpretation:36% of the customers buy the cement bags one by one in their constructions because they tell that the cement bags will broken in response of them 34% of the customers will buy once only bulk amount of the cement because they said that they always can’t go to the shop with out their convenience and to save the time 30% of the customers were ready to buy the cement daily up to their constructions ending they think that this is the easier process to save the money and get good quality of the cement.

42

TABLE – 11

HOW MUCH LOYALTY TO YOUR CEMENT BRAND?

RESPONSE No. of Respondents Percentage Yes 45 45No. 19 19Depends on my decision 36 36Total 100 100%

The above tabular form shows that regularity of the customer for the cement to only one shop for their and their neighbors.

GRAPH:

Interpretation:

45% of the customers will go to only one shop to buy the cement for constructions because they gave reason as the regular shops provide credit facility to the customers. 36% of the customers can buy the cement in the shops depends on their decision because they watch the availability of the cement shops. 19% of the customers are irregular for the cement to only one shop. 43

TABLE – 12

DIFFERENT CEMENT COMPANIES SHARE IN THE MARKET Cement No. of Respondents Percentage Kesoram 40 40L&T 25 25Coramondal King 20 20Don’t Know 15 15Total 100 100%

The above tale shows that the market leader of the cement in the opinion of the customers. GRAPH:

Interpretation:40% of the customers had gone for the Kesoram cement because of the regular customers of the Kesoram. 25% of the educated customers gives that the L&T cement has the leading position in the sales of the cement market. 20% of the customers gave, as Coramondal king is the market. Leader in the cement industry.

Another 15% of the customers thought that the market leaders was ACC Suraksha, Gujarath Ambuja Cement and Vishaka for their opinion what they know about the cement knowledge.

44

ANALYSIS OF CUSTOMER SATISFACTION REGARDING QUANTITY PROVIDED IN EACH BAG WHEN COMPARED TO OTHER BRANDS

Aim: To know the customer satisfaction of Kesoram Cement regarding quantity proved in each bag when compared to other brands.

Response No: of

Respondents

Percentage

YES 150 100%

NO 0 0%

Total 150 100%

Inference:

The above table shows that 100% of the respondents are satisfied with the quanity provided in each bag when compared to other brands.

45

CUSTOMER SATISFACTION REGARDING QUANTITY PROVIDED IN EACH BAG WHEN COMPARED TO OTHER BRANDS

RESPONSE

46

ANALYSIS OF CUSTOMER FACTORY ABOUT THE PRICE RANGE COMPARED TO OTHER BRANDS

Aim: To know the customer response towards pricing strategy adopted by Kesoram Cement when compared to other brands.

Response No: of

Respondents

Percentage

Not affordable 0 0%

Very expensive 7 5%

Moderately

expensive

18 12%

Expensive 73 49%

Affordable 52 35%

Total: 150 100%

Inference:

From the above table researchers found that majority of the customer are not satisfied with the pricing strategy of Kesoram Cement, but few respondents feel that the pricing strategy is affordable.

47

THE CUSTOMER FEELING ABOUT PRICE RANGE COMPARED TO OTHER BRANDS

48

ANALYSIS OF THE VARIOUS FACTORS WHICH MAKES CUSTOMERS TO PREFER A BRAND

Aim: This analysis is aimed to identify the influencing factors in preferring a brand by customers.

Factors No. Of

Respondents

Percentage

Corporate Image 32 21%

Quality 30 20%

Brand Image 68 45%

Credit Facility 4 3%

Discount 4 3%

Availability 10 7%

Recommended by

others

2 1%

Total: 150 100%

Inference:

From the above table it has been found that 45% of the respondents are influenced by brand image in their purchase decision followed by corporate image and quality factors.

CHAPTER 4SUGGESTIONS & FINDINGS

&CONCLUSION

SUGGESTIONS:

From above conclusion I am suggesting the company to improve the marketing segments of the Kesoram cement.

The Company should provide a good pricing policy to the dealers according to their sales in the market with this policy the dealers would move act in the sales.

The frequent changes in the price of cement will decrease the sale of the Kesoram cement. So company will maintain constant price that which is available for middle class families.

In market the company maintained an efficient and effective distributed network to win the confidence dealers and retailers to attract the customers.

The company will require some educational workers to decrease the damage of the cement bags while packing loading and unloading.

In the present situation the company needs some advertising media to improve its sales with the competition to the new brands which is launched in the market.

The company will provide discount offers on order of bulk amount of cement load to the dealers and stockiest.

50

FINDINGS:

Most of the customers in Karimnagar district. Having exclusive shops for Kesoram cement.

Most of customers in regional level know about product since 20 years long time.

Highest number of people using KESORAM cement for their constructions.

Customers preferring KESOREM cement because of good quality, low price and brand image.

Most of the people believing that THE KESORAM cement will give more durability for their constructions.

The company needs some advertising media to increasing sales in other districts.

The customers are very much satisfied with the grade of cement available in the market and also with the price and packaging supply conditions surround cement industry

Regarding the packaging most of customers tell that excellent they have no problem with the packaging.

The respondents expressed that their relations with the company are good and expressed the hope that they will be continued in future also.

In the karimnagar area most of customers prefer the Kesoram cement mainly only by seeing the “brand name”

. The dealers also expressed satisfaction of the pricing police and

promoting activities followed by the Kesoram cement. According

to them the Kesoram cement ranked first in undertaken promotional activities in the Karimnagar region.

CONCLUSION:

The following conclusions or emerged from the study on “Customer perception towards the Kesoram Cement”. The customers are giving more importance for KESORAM CEMENT.Because this company cement is having good quality with low price. Customers have attracted by these factors. And also this cement ia having high BRAND image in surrounded areas over 20 years.This is the major factor that is influencing customers to purchase this cement products.

Kesoranm cement is having good profits comparing other company’s cement products.The Kesoram cement company have to conduct some seminars for dealers to increase their sales.

52

CHAPTER 5

QUESTIONNAIRE

QUESTIONNAIRE

1) Cement do you prefer for the construction of you and your neighbors?

a) L&T Cement b) Kesoram Cement

c) Coramandal Cement d) Other Specify.

2) The reason to give preference to the above cement?

a) Quality b) Cost

c) Strength of cement d) others

3) Which grade cement do you prefer mostly that which is available in

the market?

a) 53 Grade b) 43 Grade

c) PPC

4. On dependence of which character does you prefer cement for

constructions?

a) Maximum strength at minimum use of cement

b) Minimum strength at maximum use of cement

c) Maximum strength at maximum use of cement.

d) All the above.

5) When you are going to shop to buy the cement which one prefer to

buy?

a) Packaging b) quality c) brand name d) cost of

cement.

53

6) You like Kesoram cement to your’s construction?

a) yes

b) No.

7) If yes, what is the reason?

a) Cost b) Strengths

c) brand d) Adversity.

8) The Cost of the Kesoram cement is increased it is quantity do you buy

it ?

a) Yes b) No.

c) I will go for another one.

9) What do you do when the Kesoram cement is not available in you

regular shop ?

a) I will go to another shop

b) I will wait for some time for any brand

c) I will change the cement.

d) Nothing to do.

10) How much cement do you buy when you are construction a building ?

a) Once bulk amount b) one by one

c) Daily up to construction

11) Are you regular customer for cement only one shop?

a) Yes b) No. c) Depends on my decision

54

12) Which cement sales is leading in the market in you opinion?

A) Kesoram Cement b) L&T Cement

c) Coramandal king d) Don’t know

55

BIBLIOGRAPHY

1. Marketing Management

-- Philip Kotler

2. Consumer Behavior

-- Schiff man & Kanuk

3. Principles of Marketing

-- Philip Kotler & Gary Armstrong

56

JOURNALS

1. Indian Industry -- Hindu (2001)

2. Advertising & Marketing -- Spectrum

3. Induction book let and dairy 2006 of Kesoram cement Industry

57