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CHAPTER – 1

INTRODUCTION

1.1 OBJECT OF THE PROJECT

“Management means getting things done through others”, these are the great

words of Sir S. George. A manager is one who accomplishing the objectives by

directing the efforts of others. Theoretical knowledge of such functions and

responsibilities can be obtained in the institute but it is difficult to get the

practical experience of it is not possible every time.

As per the MBA curriculum, at the end of the first year, all students are required

to undergo a summer training programme of about 50 to 60 days. This summer

training is an integral part of the MBA course and its successful completion is a

prerequisite for the fulfillment of the post graduate degree in management.

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1.2 TOPIC SELECTION

Topic selection is the one of the important aspects of the project. It decides the

course of action to be followed. The Topic selection should be such that it helps

in understanding the marketing concepts clearly. My topic was given by the

company itself.

The Topic of my project was “Factors influencing consumers while buying

Cement”. This covers all thing related to the behavior of consumer, factors

influencing buying habits, post purchase behavior of the consumers in buying

Cement.

The topic was Consumer Oriented so I surveyed consumers who are coming to

retailer and stockiest of various cement brands in Gaya and near by area to

collect all information regarding topic of the Project.

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1.3 OBJECTIVES OF THE STUDY

To identify and study the point-of-purchase factors which influence

consumer while buying Cement.

To study the general perception of customer about Cement.

To study the brand preferences of customer in Cement Sector.

To study and analyze the basis of buying of cement by customer.

.

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1.4 RESEARCH METHODOLOGY

Every Research is based on a standard sequence that determines its initialization,

flow and completion. In my project I followed the following sequence of steps.

“A Research Methodology is the arrangement of condition of collection and

analysis of data in a manner that aims combine relevance to the research purpose

with economy in procedure.”

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DEVELOP RESEARCH PLAN

COLLECTION OF DATA

ANALYSE THE INFORMATION INFORMATIO0N

PRESENT THE FINDINGS

OBJECTIVES DEFINITION

RESEARCH PROCESS

RESEARCH OBJECTIVES

RESEARCH DESIGN

SOURCES OF DATA

DATA COLLECTION

DATA ANALYSE

Research Methodology is a way to systematically solve the research problem.

When we talk of research methodology we not only talk to research methods but

also consider the logic behind the methods we use in the contexts of our research

study and explain why we are using a particular method or technique and why

we are not using other so that results are capable of being evaluated either by

researcher himself or by others.

Research methodology means the method carried out of the study the problem. It

shows the type of sample design used, its size and the procedure used employed

in the field work. Supervisor the extent of provision achieved any special

problems during the course of the study.

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Generally Research Methodology follows the following steps:-

1. TO DECIDE THE OBJECT OF STUDY

The main objectives of my project was to understand the consumer behavior in

buying the different brands of cement and also to understand critical factors in

buying decision of a customer of cement. I have to also understand the basis of

buying cement.

2. TO DESIGN RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem is

the preparation of the design of the research project, popularly known as

‘Research Design’. Decision regarding what where when how much by what

means concerning an inquiry or research study constitute a research design.

Generally there are three types of research design:

Exploratory research Descriptive research Casual research

As my Project was mainly about vicinity of customer of cement therefore in this

case descriptive research would come.

Descriptive research

The major of descriptive research is description of the state of affairs as it exits at

present. The main characteristics of this method are that the researcher has no

control over the variables. He can only report what was happened or what is

happening.

My report was on Cement industry, my work was to do a survey of the market

and get the inside information about the product, the basis of buying, need of

consumers, influencing factors in buying cement.

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3. TO DETERMINE SOURCE OF DATA

The task of data collection begins after a research problem has been defined and

a research plan chalked out. While deciding about the method of data collection

to be used for study, the researcher should keep in mind that there are two types

of data.

Primary Data

Secondary Data

PRIMARY DATA

Primary data are time consuming. But it gives accurate result it the sample is

effectively selected. The data used is not outdated. There are several methods of

collecting data, important ones are:-

Observation method Interview method Through questionnaire Through schedules

SECONDARY DATA

Secondary data means that are already available i.e. they refer to the data which

have already been collected and analyzed by someone. Secondary data is

economical as the cost of collecting original data saved less time consumed for

project compilation secondary data is also used for basis of comparison with the

primary data.

Here primary data was collected through questionnaire and personal interview of

the customer.

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4. TO DESIGN DATA COLLECTION:-

There are two types of mode to collect the data. They are:-

Observation Method

The observation method is the most commonly used method. In the way we

observe things around us but this sort of observation is not scientific observation.

Become a scientific tool and the method of data collection for the researcher

when it serves a formulated researcher when it serves a formulated researcher

purpose, is systematically planned and recorded and is subjected to checks and

controls. On validity and reliability under the observation method the

information is sought by way of investigations own direct observation without

asking question from respondents

Survey Method

In my project I used the survey method of collection of data. I had surveyed the

market in GAYA and near by areas. In all thee I have surveyed the market and

have asked the question t dealer s to get data. There was a proper questionnaire

which was made and used.

5. TO DETERMINE SAMPLING DESIGN AND SAMPLE SIZE

A sample design is a definite plan for obtaining a sample from a given

population. It refers the technique or the procedure would adopt in selection

items for the sample. The sample design is determined before data are collected.

There are two types of survey, they are:-

Sample survey

Census survey

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I had adopted the sample survey for my project.

Sample universe - all Cement user

Sample size - 200 Consumers of Cement.

6. TO ORGANISE AND COLLECT FIELD SURVEY

To do a field survey is an easy job. You need to first organize each and every

aspect of the survey before your start with it. The first thing is you should know

the product very well before you go to market. Its strength and weakness because

that is what you are going to speak about the market. The next thing you should

know about the company from you belong. After completing the study of all

these aspects, you should know the market from where your have to collect the

data. After analyzing all these aspects and organizing yourself you should then

go to the market to collect data. I covered all these aspects when I was doing my

projects before compilation.

7. TO PROCESS AND ANALYSE THE COLLECTED DATA:-

The data after collection has to be processed and analyzed in accordance with the

outline lay down at the time of developing research plan. In the process of

analysis, relationship or differences supporting or conflicting with origin or how

hypothesis should be subjected to statistical tests of significance to determine

with what validity data can be said to indicate any conclusion. In my projects

also after the data has been collected from all the different areas. It was analyzed

and then only I made a report on the basis of that analysis.

8. TO PREPARE THE RESEARCH REPORT:-

I have taken great care in preparation of my research report. I have tried my best

to maintain objectivity, coherence and clarity in the good research report is that it

effectively communicates its resource findings.

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COVERAGE

I have covered the GAYA and near by areas under the JAIPRAKASH

ASSOCIATES LTD. (CEMENT DIVISION) in Patna Region. In above I have

visited 100 dealers of various cement brands. Their customers give me

satisfactory reply which is relevant to the topic.

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1.5 SCOPE OF THE STUDY

This research work is the result of customer oriented marketing. It is necessary to

study systematically the different aspects relating to the marketing process with

regards to fulfilling the expectation and needs of the customers.

Marketing Research is a comprehensive subject and covers all activities and

operations of a seller to his products to customers. The scope of marketing

research has been steadily expanding in the recent period. Every activity directly

or indirectly related to marketing of the goods and services comes under the

purview of marketing research.

Marketing Research, Consumer Behaviors Research, Product Research, Brand

Research, Sales Research, Pricing Research, etc. are the usual areas covered

under research work. Thus, scope of Marketing Research is much wider than

what we assumed at the first sight. The major areas within the scope of

marketing research are Marketing Research, Consumer Behavior Research;

factors influencing research, Advertisement Research are studies in this project.

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1.6 LIMITATION OF THE STUDY

The study was carried out on pursuit of the curriculum of MBA, which is

mandatory for a period of 2 months. Hence, exhaustive data was not

available for the concise to rely on.

I conducted the study in individual capacity with available resource with

available source accordingly the information collected is purely from

sources and information supplied by the organization and customer hence

there are chances of shortcomings.

Time constraints are other aspects which were not taken into the

consideration. Only the important aspects which directly affect the

performance appraisal are discussed in this project. Hence, the project

lacks detailed analysis.

The appraiser and appraise might not have given their information and

hence the data cannot be relied upon completely for drawing a conclusion.

The study was limited to few customer and dealers or stockiest in GAYA

city and it’s near by areas.

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1.7 RATIONALE OF THE STUDY

UTILITY TO RESEARCHER:

o As a researcher, I got an experience to face the market condition.

o I got an opportunity to work with great organization JAIPRAKASH

ASSOCIATES LTD.

o Being a student of MBA – Marketing, I came to know exact market

condition and factors affection consumer’s buying decision.

o As consumer is considered as king of market, I got a golden opportunity

to learn acceptance and perception tendency of customer.

o I got an opportunity to study the strategies used by various companies to

attract customer.

o I come to know about challenges and threats in cement sector.

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UTILITY TO ORGANISATION

o Research study is a key to the evolution of scientific marketing strategies

and plans.

o It is an important tool for the organization to study buyer behavior

changes in consumer lifestyle, consumption pattern, brand loyalty and

also forecast market changes.

o Research is also used to study competition and analyze the competitor’s

product positioning and have to get competitive advantages.

o Marketing Research prepares organization for the future both in terms of

risks and opportunities. I forecast the future demand and market trends.

To assist in making sales forecast more accurately and scientifically.

o It helps organization to design and develop marketing strategies relating

to like pricing, product development, identifying factors which play a role

in decision making of a consumer.

o It supplies valuable data to the top management to formulate long-term

marketing objective and to set clear strategies necessary to achieve

objectives.

o To supply data on competition, market trends, consumer buying behaviors

so as to make marketing activity more effective.

o This study helped organization in channel of distribution to understand

consumer expectation and perception.

o Study is helpful to make advertising budget and advertising campaigns.

o It helps a wholesaler to understand movement of different brands.

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CHAPTER - 2

COMPANY PROFILE

2.1 CEMENT INDUSTRY : AN OVERVIEW

History of Cement

Manufacture of cement has a history, which traces back to millennia.

The Romans who were prolific builders used burnt calcareous (calcium bearing)

rocks along with pozzolanic materials in an era Before Christ. The structures

built by them, like the Pantheon, are still there for us to see proving the goodness

of cementitious materials as input material for construction. Post industrialization

and as infrastructure development started globally, demands for cement has been

growing steadily both quantitatively & qualitatively.

India is the second largest cement producer in the world after China

and cement consumption has been growing at a CAGR of over 8% p.a. in the last

five years. The group cement facilities are located in the Satna cluster, which has

one of the highest cement production growth rates in India.

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India is today the second largest producer of cement in world with an installed

capacity of close to 155 million tonnes per year. 95 % is consumed domestically

and only 5% is exported. Demand is growing at more than 10 % per annum.

More than 90 % of production comes from large cement plants. There are a total

of 130 large and more than 350 small cement manufacturing units in the country.

More than 80% of the cement-manufacturing units use modern environment

friendly “dry” process.

The forms of cement produced:

Ordinary Portland Cement

Portland Pozzolana Cement

Portland Slag Cement

Blended Cement

India’s per capita cement production: 130 kg per annum. World

average of per capita cement production: More than 280 kg per annum.

Major players in Indian cement sector:

Jaypee Group ACC Lafarge Gujarat Ambuja Cement Ultratech Cement India Cements Century Cements Madras Cements

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Bottlenecks of Cement Industry:

A comparison of the energy efficiency of Indian cement industry with that of

other developed nations shows Indian companies are lagging.

Regional imbalances in cement production:-

The Cement industry has continued its growth trajectory over the past seven

years. Domestic cement demand growth has surpassed the economic growth rate

of the country for the past couple of years. Over the past five years (FY03-07),

cement demand has grown at a CAGR of 8.37% higher than the CAGR of supply

at 4.84%. Demand for cement in the country is expected to continue its buoyant

ride on the back of robust economic growth and infrastructure development in

the country.

The key drivers for cement demand are real estate sector, infrastructure projects

and industrial expansion projects. Among these, real estate sector is the key

driver and accounted for almost 55% of cement demand in FY 07.

During the period FY 03 – 07, capacity additions in the country (30.6 mn

tonnes) were at a slower rate compared to demand growth leading to higher

average capacity utilization rates from 81.3% in FY 03 to 93.8% in FY 07. This

exerted pressure on average prices which have increased from Rs. 156 per bag in

FY 03 to Rs. 216 per bag in FY 07. In December 2007, prices stood at Rs. 245 -

Rs. 250 per bag.

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Low capacity addition coupled with higher utilization rate also led to increase in

proportion of blended cements in product mix. Blended cement accounted for

68% of product mix in FY 07 as compared to 49% in FY 03. Cement is a bulky

commodity and cannot be easily transported over long distances making it a

regional market place, with the nation being divided into five regions. Each

region is characterized by its own demand-supply dynamics.

The Southern region dominated the cement consumption at 44.5 mn tonnes in

FY 07, accounting for about 30% of total domestic cement consumption. During

FY 03-07, Southern region has witnessed highest CAGR of cement demand at

10.4% followed by Northern and Eastern regions at 8.9% and 9%, respectively.

Over the past five years, cost of cement production has grown at a CAGR of

8.4%. The producers have been able to pass on the hike in cost to consumers on

the back of increased demand. Average realizations have increased from Rs.

1,880 per tonne in FY 03 to Rs. 3,133 per tonne in FY 07, at a CAGR of 13.6%,

which has resulted in higher profit margins of the industry.

To reduce the cost of production, the industry is increasing its

focus on captive power generation. Proportion of cement production through

captive power route has increased over the years. Also, cement movement by rail

has increased over the years.

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2.2ABOUT THE COMPANY: JAYPEE GROUP

History

With a single minded focus in mind, to achieve pioneering

myriads of feat in civil engineering Shri. Jaiprakash Gaur, the founding father of

Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in

1950 from the University of Roorkee, had a stint with Govt. of U.P. and with

steadfast determination to contribute in nation building, branched off on his own,

to start as a civil contractor in 1958.

Different businesses of Jaypee Group

Cement Civil Engineering Private Hydropower Hospitality Information Technology Integrated Township Expressway

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Historical Milestones:

Year 1957 - Completed first work as contractor in Kota (India).

Year 1979 - Jaiprakash Associates Private Ltd. (JAPL)

Year 1983 - Establishment of Japyee Rewa Cement Plant (JRCL) with an initial

capacity of 1 million tones.

Year 1980 - Hotels Siddhartha and Vasant Continental set up.

Year 1986 - Formation of Jaiprakash Industries Limited (JIL) by Amalgamating

JAPL into JRCL.

Year 1992 - Formation of Jaiprakash Hydro Power Ltd. (JHPL) and Jaiprakash

Power Venture Ltd. (JPVL)

Year 1996 - Establishment of Jaypee Bela Cement Plant (JBCP) with an initial

capacity of 1.9 million tones.

Year 2000 - Formation of Jaypee Cement Ltd. (JCL) by merging JRCL and

JBCP.

Year 2003 - Formation of Jaiprakash Associates Ltd. ( JAL) formed by Merging

JIL with JCL.

Year 2005 - Shares of JHPL listed on BSE/NSE. First Hydropower Company to

be publicly held and listed in the country.

Year 2006 - Merger of Jaypee Greens with Jaiprakash Associates Ltd. (JAL)

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CEMENT

Jaypee group is the 4th largest cement producer in the country. The

groups cement facilities are located in the Satna Cluster (U.P), which has one of

the highest cement production growth rates in India.

The group produces Ordinary Portland Cement and Pozzolana Portland

Cement under the brand names “Buland” and “Buniyad”. Its cement division

has three modern, computerized process control cement plants namely, Jaypee

Rewa Cement Plant (JRCP), Jaypee Bela Cement Plant (JBCP) with an

aggregate capacity of 7.0 MTPA. With its plans of adding capacities in different

regions of the country, the Group is poised to be a 25 MTPA cement producer by

the year 2010 and 30.5 MTPA by 2011. Thus, it is likely to be third largest

cement producer in the country.

Keeping pace with the advancements in the IT industry, all the 120

cement dumps are networked using TDM/TDMA VSATs along with a dedicated

hub to provide 24/7 connectivity between the plants and all the 120 points of

cement distribution in order to ensure “track – the – truck” initiative and provide

seamless integration. This initiative is the first of its kind in the cement industry

in India.

In the near future, the group plans to expand its cement capacities via

acquisition and greenfield additions to maximize economies of scale and build

on vision to focus on large size plants from inception.

The Group is committed towards the safety and health of employees and the

public. Our motto is 'Work For Safe, Healthy, Clean & Green

Environment '.

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2.3 BRANDS OF JAYPEE CEMENT

BULAND

Buland is the latest to arrive in Indian markets among the blended

cement and especially in the markets of M.P., Bihar, Western UP, Delhi &

Nepal. Buland in these regions is a hot favorite and in addition to being sold in

large quantities is also the un-disputed brand leader.

Buland is a superbly engineered blended cement, manufactured

with the latest technology at the Company’s Cement Complex at Rewa, M.P.

Special care is taken to integrate the highest quality of Pulverized Fly ash with

high grade, high strength clinker to ensure that the properties of Buland always

surpass the norms prescribed by BIS.

Qualities of Buland Cement:

High Compressive Strength and rate of strength gain.

The superfine particles of Buland cement provide great finish to the

structure.

Buland cement provides unsegregated concrete of better integrity.

Impermeable concrete for durable construction.

Resistant under aggressive environment even in costal areas.

Resistance to corrosive attack on steel reinforcement.

Resistant to lime leaching.

Low heat of hydration – Crackless construction.

Reduces shrinkage and swelling.

Beneficial effect on workability due to spherical shape of particles and

their high fineness.

Pumpability – provides more cohesive concrete and mortar.

Modulus of elasticity is high especially at later ages.

Improved bondage of concrete to steel.

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Buniyad

Buniyad has been a market leader among all blended/composite cements in the

markets of U.P. & Bihar. Buniyad, because of its unique design and blend, with

high grade, high quality clinker, has led to the construction of vast number of

durable, crack free and, durable civil structures in these states.

Fine particles of Buniyad cement easily react with water and form a smooth

paste, which results in a smooth surface. When used with sand and aggregates it

yields a very durable concrete. Buniyad cement helps to produce more cohesive

concrete and mortar and it is also less prone to segregation and bleeding. Due to

this quality, Buniyad is very suitable for the construction of canals, load bearing

structures and foundations.

Low permeability of concrete made with Buniyad cement does not allow any

kind of bulging in constructions and makes the construction compact,

impermeable and resistant to lime leaching.

Buniyad is being used for a number of applications like housing & commercial

complexes, roads, wells, canals etc. which establishes that Buniyad cement has

proven to be favorite choice of the discerning customer. It is particularly well

situated to the tropical climatic conditions of India.

Buniyad surpasses IS: 1489:1991, the laid down BIS standards for fly ash based

PPC cement. Buniyad can be easily compared with OPC-43 Grade in cement for

its ultimate compressive strength.

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ORGANISATIONAL FLOW-CHARTS

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CHAIRMAN CHAIRMAN

BOARD OF DIRECTORS BOARD OF DIRECTORS

GM (HRM)

GM (HRM)

GM (PRODUCTION)

GM (PRODUCTION)

GM (MARKETING)

GM (MARKETING)

GM (FINANCE)

GM (FINANCE)

AMO (MARKETING)

AMO (MARKETING)

CEO CEO

SALES EXECUTIVE

SALES EXECUTIVE

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CHAPTER - 3

TOPIC INTRODUCTION

3.1 CONSUMER BUYING BEHAVIOUR

Consumer behavior is the study of how people buy, what they buy,

when they buy and why they buy. It blends elements from psychology,

sociology, sociopsychology, anthropology and economics. It attempts to

understand the buyer decision processes, buyer decision making process, both

individually and in groups. It studies characteristics of individual consumers

such as demographics, psychographics, 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.

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Internal (Psychological)

External(Sociological)

Culture

Social class

Reference group

Family

Marketing mix

Needs

Motives

Wants

Awareness Perception Attitude Preference

behavior

Learning

Personality

Buyer Behavior Model

Buying Behavior

Buying behavior requires a high involvement of decision

making. We have two types of buyer behavior:

Complex Buying Behavior:-

First the consumer develops beliefs about the product then

attitudes and then makes a thoughtful choice, or, when the consumer is aware of

significant differences among brands.

Reducing Buyer Behavior (Dissonance):-

In this case the consumer first acts and then develops beliefs

and ends up with a set of attitude.

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3.2 FACTORS INFLUIENCING BUYING BEHAVIOUR

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CulturalCulture

SubcultureSocial Class

CulturalCulture

SubcultureSocial Class

SocialReference

GroupsFamily

Roles & Status

SocialReference

GroupsFamily

Roles & Status

PersonalAge & Life-Cycle StageOccupationEconomic SituationLifestyle

Personality & Self-Concept

PersonalAge & Life-Cycle StageOccupationEconomic SituationLifestyle

Personality & Self-Concept

PsychologicalMotivationPerceptionLearningBeliefs & Attitudes

PsychologicalMotivationPerceptionLearningBeliefs & Attitudes

Factors Influencing Consumer Behavior

Factors Influencing Buying Behavior:

Cultural factors: A family may be able to influence a buying behavior of a person.

Social factors:

Social factors consist of reference groups – direct or indirect which may be

influential.

Personal factors:

The occupation of a person may influence the consumption pattern. The person’s

economic circumstances, as mentioned below, could also be directly related to

his/her buying behavior.

Spendable income

Savings & assets

Borrowing power

High resources:-

o Actualizes – taste for niche oriented products

o Fulfilled - favour durability, functionality & value

o Achievers - prestige products that demonstrate success to peers

o Experiences - young, enthusiastic, impulsive & rebellious

Low resources:-

o Believers – conservative & conventional

o Strivers – uncertain, insecure, approval seeking, resource constrained.

O Makers – practical. Self sufficient, traditional & family oriented.

o Favour inexpensive products.

o Strugglers - elderly, passive, concerned & cautious customers.

o Favour inexpensive products.

o Personality - People use brands which match their personality.

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Psychological factors:

1. Motivation

2. Perception – What your mind wants you to believe

Selective attention

Selective distortion - tendency to twist information into personal meanings

and

interpret information in a way that will fit our perceptions.

Selective retention – likely to remember good points mentioned about

product

We like & forget good points mentioned about competing products.

3. Learning

4. Beliefs – descriptive thought that a person holds about something origin of the

product shapes consumer brand beliefs

People would like to know where the product has been manufactured.

Certain countries enjoy a reputation for certain goods; for e.g. Japan is

known for electronics and cars.

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3.3 CONSUMER BUYING DECISION PROCESS

(A model of consumer decision process)

Consumer Buying Process

PROBLEM RECOGNITION:

Problem recognition is that result when there is a difference between one's

desired state and one's actual state. Consumers are motivated to address this

discrepancy and therefore they commence the buying process.

Sources of problem recognition include:

An item is out of stock

Dissatisfaction with a current product or service

Consumer needs and wants

Related products/purchases

Marketer-induced

New products

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NEED RECONISITIONON

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

POSTPURCHASE BEHAVIOUR

PURCHASE DECISION

INFORMATION SEARCH

Once the consumer has recognized a problem, they search for information on

products and services that can solve that problem. 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'.

EVALUATION OF ALTERNATIVES

All possible alternatives is evaluated with

respect to quality, price, performance, and all other respects.

The better one alternative is selected for the use.

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.

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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

POST PURCHASE BEHAVIOUR

1. Falls short of expectations- disappointed (abandon or return the product)

2. Meets expectations- satisfied (probability of buying the product again)

3. Exceeds expectations- delighted.

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3.4 METHODS OF DATA INTREPRETATION AND ANALYSIS

Data interpretation means arranging the collected data in the proper manner and

representing the information by using following tools of data interpretation.

TABLES:

Table normal consists rows and columns in which parameters and readings are

arranges in particular format.

GRAPHS:

Graphs represent the information in the two axes i.e. x axis and y axis.

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CHARTS:

The pie charts are tool of interpretation which represents information in the

segments. It differentiates between the data by varying colors which is easily

understandable to all people.

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3.5 Data analysis and interpretation

Product awareness:

To identify the awareness of the product of the product among consumer, I

collected the data to analyze the exact source by which customer know the

product name.

Advertisement Technical person

Retailer Others

44 49 78 29

#Source- Primary Data (Customer)#Method- Questionnaire

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Product Awareness

22%

25%38%

15%

Advertisement Technical Person Retailor Others

On the basis of the collected information I can say that retailer i.e. 38% is the

major source by which consumers know the product name. After that technical

person plays second role i.e.25% in the product awareness to the consumer. And

advertisement is the third source by which consumer know the product i.e.22%.

Consumer preferences: I tried to analyses the effect of marketing activity of Jaypee Buland cement on

customers with the help of a self developed questionnaire. I have analyzed and

interpreted the collected primary data.

I have served 200 customer of cement at different areas of Gaya and it’s near by

areas. Consumer preferences are as

Urban Area – Gaya citySample size- 100

Cement brand Buland Acc Birla Gold

Ultratec Lafarge Others

No of consumer preferences

23 32 15 14 12 4

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#Source- Primary Data (Customer) #Method- Questionnaire

Rural Area- Near by area of Gaya citySample size – 100

Cement brand Buland ACC Birla Gold

Ultratec Lafarge Others

No of consumer preferences

37 24 15 11 5 8

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#Source- Primary Data (Customer) #Method- Questionnaire

On the basis of collected data I analyze that in urban areas(i.e. Gaya) ACC is the

market leader having market share 32% where as JAYPEE cement has 23%

market share having second position in Gaya and near by areas, followed by

Birla Gold 15%, Lafarge 12%, Ultratec 14%and Others 10%.

When I entered in suburban and rural area, I came to know that the entire market

is dominated by a single dealer who have grip over the market and they are

selling large amount of cement as compare to the dealer selling in urban area.

In rural and suburban area Jaypee has dominated its competitors having 37%

share. The distribution system of Jaypee is better in rural areas. Thus it would

beneficial for a marketing organization with in the target group, they can identify

the more profitable dealers and design stronger offer and build better relationship

with them. Thus, I would suggest the organization to focus on these areas where

they can achieve target market easily.

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3.6 Basis of Buying

During survey I found that Quality is the base and deciding factor of buying

cement in all selected samples. Since Cement is the only material which gives

strengths to buildings. Everybody looks for quality product.

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To know the base of the buying cement, I developed a questionnaire which is

especially for this purpose. I have collected 200 samples in different areas of

Gaya and near by areas.

Quality Availability Price Past experience

Other Reasons

123 37 14 28 8

#Source- Primary Data (Customer)#Method- Questionnaire

It is clear from the above graphs that majority of people i.e. 60% like to buy

good quality cement, but availability of cement in market also plays very

important role. If the demanded cement is not available then customer are like to

switch another brand of cement which is easily available in the market.

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0

20

40

60

80

100

120

140CUSTOMERS

Quality Availability Price PastExperience

Otherreasons

BASIS OF BUYING

On the basis of the collected information, I can say that Jaypee ‘Buland’

has dominated in rural areas because of its quality and availability. In urban areas

it is in the second position after ACC cement. Company must care in the urban

areas. A promotional campaign should be carried out by the company.

3.7 INFLUENCING FACTOR

To know the factor which influence customer, I interviewed no of Consumers.

The interview gives me ideas about, what is the main factor which influences

their decision making whenever they buy cements. The responses give me to

analyze the point of purchase factor of the customer.

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*sample size – 200 consumer of cement.

Dealer’s advice

Technical person

Personal experience

Advertisement

Brand loyalty

105 35 45 10 55

#Source- Primary Data (Consumer) #Method- Questionnaire

So, it is clear from the above figure that dealer’s advice plays a very important

role followed by brand loyalty, personal experience, technical person etc.

Dealer or stockiest has played very important role in the sale of the any product.

Hence, company should uplift the facility which is given to the dealers.

IMPACT OF ADVERTISEMENT

I also analyze the impact of advertisement on consumer in buying cement. On

the basis of collected data I found that advertisement has not play a significant

role on the buying behavior of the customer.

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TOTAL YES NO 200 63 137

#Source- Primary Data (Consumer) #Method- Questionnaire

On the basis of collected information only 32% consumer believe that

advertisement has an impact on the consumer in cement buying. While 68%

consumers think that advertisement has not any major impact on the purchasing.

Advertisement does not entice consumer to buy this company product or that

company’s product. Advertisement only creates awareness among the consumer

about the company not about the product.

FACILITIES GIVEN BY RETAILOR:

There are certain facilities given by the retailer to the customer to increase sell.

These facilities may be discount on purchase of bulky amount or home delivery

or credit facility. I take response of the customer to study the impact of facility

on sale.

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IMPACT OF ADVERTISEMENT

32%

68%

YES NO

Facility Credit Technical assistance

Home Delivery

Discount

Responses 54 21 43 82

#Source- Primary Data (Consumer)#Method- Questionnaire

On the basis of collected data Discount and credit facility plays a vital role in

sale of cement after that home delivery. In the rural areas people require credit

facility more than home delivery. On the purchase of bulk quantity retailer give

some discount on the price of the cement. This facility is the highest rated i.e.

40% by the consumer.

SATISFACTION LEVEL

JAYPEE BULAND

During my field work, I also collect data about the satisfaction of the customer

after purchase of the cement. This is the response of the ‘Jaypee Buland’ Cement

users.

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Total High Medium Low100 54 27 19

#Source- Primary Data (Consumer) #Method- Questionnaire

On the basis of collected information I found that the user of Jaypee Buland

cement is highly satisfied i.e. 54% and only 19% people are low satisfied with

Buland. I found that consumer are delighted and suggest other to buy the cement.

Jaypee claim their product as high quality which is certified by the IIT Delhi and

IIT Rooraki. This helps in the satisfaction of the consumer.

ACC CEMENT

I also collect the data of the competitive company of JAYPEE to identify the

satisfaction level of the consumer who use ACC Cement. This is the response of

ACC cement user.

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Satisfaction Level

54%27%

19%

High Medium Low

Total High Medium Low100 43 31 26

#Source- Primary Data (Consumer) #Method- Questionnaire

On the basis on the collected information I found that the user of ACC cement

are less satisfied i.e. 43% and 26% consumer are less satisfied with the product.

Consumer thinks that the performance of ACC after use is not up to mark. It

takes time in freezing cement and after one or two year the cement starts

cracking.

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Satisfaction Level

43%

31%

26%

High Medium Low

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CONCLUSIONS OF THE STUDY

CHAPTER – 4

CONCLUSION

The study was conducted in GAYA city and its near by areas.

There are 5 outlets of Jaypee Cement in Gaya city and 5 outlets in its near

by areas, I have surveyed all the outlets to collects primary data.

The major competitors of JAYPEE cement are ACC and Birla.

The performance of JAYPEE is satisfied as compared to other

competitors.

Though the price of JAYPEE cement is high consumers are more satisfied

with the cement other than its competitors.

JAYPEE BULAND is highly famous brand in middle and north India.

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CHAPTER - 5

RECOMMENDATIONS

And SUGGESTIONS

CHAPTER - 5

RECOMMENDATIONS

And SUGGESTIONS

SUGGGESTIONS

On the basis of analysis and interpretation of the collected primary

data, I have got some issue which pointed by the consumer. Here I suggest some

points which are beneficial for company in making decision and strategy.

1. Quality is the key factor in the buying of cement because it covers the

roof of the consumer. Hence company should maintain and develop the

quality of the cement.

2. Price is the key area where control is required. It should be maintain at a

minimum level. It should not be more fluctuable.

3. ‘Jaypee Buland’ should be projected as a brand of cement by the

company so that every body knows the quality of the cement.

4. Company should give more attention on the distribution system of

cement. So that it covers all rural and urban areas market of the Gaya

district.

5. Timely delivery of the order of the retailer is also necessary to made

available of the product to customer.

6. Training and other facility should also given to retailer so that it handle

proper to customer.

7. Technical assistance should be provided by the company to develop

‘Jaypee Buland’ as a brand.

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8. Training should be given to the technical persons such as engineers,

worker and other person who made buildings.

IMRT, NASHIK 54

NAME :

IMRT, NASHIK 55

APPENDICES-1 QUESTIONNAIRE

QUESTIONNAIRE

AGE :

ADDRESS :

(1) HOW DO YOU KNOW THE PRODUCT OR BRAND WHICH YOU

BUY?

(A)Advertisement

(B) Technical Person

(C) Retailer

(D)Others

(2) WHICH BRAND OF CEMENT YOU USE OR BUY?

(A)Jaypee Buland

(B) Lafarge Concreto

(C) ACC

(D)Ultratech

(E) Birla-Gold

(3) WHICH FACTORS INFLUENCE YOU WHILE BUYING CEMENT?

(A)Quality

(B) Money

(C) Technical Person

(D)Availability

(E) Home delivery

(4) WHY ARE YOU USING JAYPEE BULAND CEMENT OR OTHER

BRAND?

(A)Due to its brand name

(B) Due to its quality and strength

(C) Due to its easily availability

(D)Other reason

(5) ARE YOU SATISFIED WITH TH JAYPEE BULAND OR OTHER

BRAND?

(A)Yes

(B) No

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(6) IF YOU HAVE ANY COMPLAIN, TO WHOM DO YOU APPROACH?

(A)Retailer

(B) Company Officer

(C) Others

(7) IS COMPANY OR SELLER ALWAYS READY TO SOLVE YOUR

PROBLEM?

(A)Yes

(B) No

(8) WHAT FACILITY YOU GET FROM THE COMPANY OR

RETAILER?

(A)Credit

(B) Discount

(C) Technical Assistance

(D)Home Delivery

(E) Others

(9) DO YOU GET ANY TECHNICAL HELP FROM COMPANY?

(A)Yes

(B) No

(10) HOW SATISFIED YOU ARE AFTER PURCHASE?

(11) ARE YOU DIVERT FROM ONE BRAND TO ANOTHER AFTER

USE OF PRODUCT?

(A)Yes

(B) No

(12) GIVE ANY SUGGESTION/ADVICE TO COMPANY.

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BIBLIOGRAPHY

APPENDICES – 2

BIBLIOGRAPHY

A. MARKETING MANAGEMENT : PHILIP KOTLER

(12th edition, page no.102, 174 &191)

B.CONSUMER BEHAVIOUR AND : PETER OLSON

MARKETING STRATEGY 7th edition

C. RESEARCH METHODOLOGY : C. R. KOTHARI

D. www.jilindia.com

E. www.economictimes.indiatimes.com

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