project report on acc

8/10/2019 Project report on Acc

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PROJECT ON ACC CEMENT

A STUDY ON CONSUMER BUYING BEHAVIOUR

AND

THEIR PERCEPTION WHILE CHOOSING

ACC CEMENT


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DECLARATION

Date:

Place: Signature:


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DEPARTMENT OF BUSINESS ADMINISTRATION

Acknowledgement

Life is nothing but a learning process


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INDEX

1. INTRODUCTION.

INTRODUCTION OF CEMENTHISTORY OF CEMENT

PROFILE OF INDIAN CEMENT INDUSTRY.

SILENT FEATURES OF INDIAN CEMENT INDUSTRY.

PRODUCTION OF CEMENT ACROSS STATE

GROWTH OF CEMENT INDUSTRY

MAJOR CEMENT COMPANY

MAJOR PLAYER & RELATIVE SHARE

INTRODUCTION OF ORGANISATION

HISTORY & PROFILE OF ACC CEMENT WORKS

VISION

MILESTONEUNIT PROFILE (SINDRI)

SWOT ANALAYSIS

INTRODUCTION OF TOPIC

NEED OF STUDY

SCOPE OF STUDY

LIMITATION OF STUDY

2. LITERATURE REVIEW.

3. OBJECTIVE

AIM OF THE STUDY

4. METHODOLOGYRESEARCH DESIGN

SAMPLE DESIGN

TYPES OF UNIVERSE

DATA COLLECTION METHOD

FREQUENCY TABLE

BAR GRAPH

CHI-SQUARE

T-TEST

5. ANALYSIS AND INTERPRETATION.

6. FINDING

7. RECOMMENDATIONS

8. CONCLUSION

9. BIBLIOGRAPHY

10. APPENDIX


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CHAPTER

INTRODUCTION

INTRODUCTION OF CEMENT


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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 areneeded 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

thick." And on Pozzolana, there is also a kind of powder from which natural


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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 thetechnology 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 ofCornwall 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 forerunnerof 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 those used today. At these temperatures (1400C-1500C), clinkering


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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 kilnsheat 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.


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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.


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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-the-

art 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

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


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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 theregion's economy livelihood of people?


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PRODUCTION OF CEMENT ACROSS STATES

(Million Tones)

Name of the

States

1980 1991 1999-2000 2005-2006 2009-2010 QM

Share Q Share Q Share Q Share Q Share Q Q

Andhra Pradesh 1.45 10.4 2.67 12.9 4.87 15.2 8.64 17.7 8.62 16 9.99Karnataka 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 2 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 2 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 3 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 0.52 3.7 0.46 2.2 0.55 1.7 0.63 1.3 0.53 1 0.55

Himachal

PradeshN.A. - 0.18 0.9 0.64 2 N.A. - 1.03 1.9 1.09

Rajasthan 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


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MAJOR CEMENT COMPANIES

ACC

Birla Corporation

Grasim Cement

Ambuja Cement

Lafarge India Ltd.

Ultratech Cement (L & T)


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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 alsocontinuous 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, andSouth America, where it has provided technical and managerial consultancy to a


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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 pollutioncontrol 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 Shawand 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 lifeincluding 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 organizationone 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


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Limited, itself indicates the companys origins from a merger. Many years later,

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 executivedirectors, the presidents representing multifarious disciplines: finance,

production, marketing, research and consultancy, engineering and human

resourcesmeets 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 variousdisciplines 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'.


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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 shareholdingof 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 morethan 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


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S. No. Units States Capacity (MTPA)

1 Bargarh Bargarh Cement Works 0.96

2 Chaibasa Chaibasa Cement Works 0.87

3 Chanda Chanda Cement Works 1.00

4 Damodhar Damodar Cement Works 0.53

5 Gagal Gagal Cement Works4.40

(Gagal I and II)

6 Jamul Jamul Cement Works 1.58

7 Kymore Kymore Cement Works 2.20

8 Lakheri Lakheri Cement Works 1.50

9 Madukkarai Madukkarai Cement Works 0.96

10 Sindri Sindri Cement Works 0.91

11 Wadi Wadi Cement Works 2.59

12 New Wadi Plant Wadi Cement Works 2.60

13 Tikaria Tikaria Cement Grinding and Packing Plant 2.31


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OLD VISION OF ACC

NEW VISION


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MISSION OF ACC

Leadership :

Maintain our leadership of the Indian cement industry through

the continuous modernization and expansion of our

manufacturing facilities and activities, and through theestablishment 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 positionin 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 anenvironment 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.


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MILESTONES OF ACC LIMITED

1936Incorporation of The Associated Cement Companies Limited on

August 1, 1936.

1936 First Board Meeting of The Associated Cement Companies Limitedheld at Esplanade House, Mumbai on November 10, 1936.

1937

With the transfer of the 10th company to ACC, viz. Dewarkhand

Cement Company, the formation of ACC is complete on October 23,

1937.

1944 ACCs first community development venture near Bombay

1947Indias first entirely indigenous cement plant established at Chaibasa

in Bihar

1952 Village Welfare Scheme launched

1955Sindri cement works used the waste product calcium carbonate sludge

from fertilizer factory at Sindri.

1956 Bulk Cement Depot established at Okhla, Delhi

1957 Technical training institute established at Kymore, Madhya Pradesh.

1957 Katni Refractories

1961Blast furnace slag from TISCO used at the Chaibasa Unit to

manufacture Portland Slag Cement for the first time in India.

1961

Manufacture of Accocid Cement, which resists the corrosive action of

acids and chemicals.

1961

Oil well Cement manufactured at ACC Shahabad Cement

Works in Karnataka for cementation of oil wells up to a depth

of 6,000 feet.

1961Manufacture of Hydrophobic (waterproof) cement at ACC

Khalari Cement Works in Bihar.

1962 Manufacture of Accoproof, a waterproofing additive.

1965 ACCs Central Research Station (CRS) established at Thane

1965 Manufacture of Portland Pozzolana Cement.

1965

Manufacture of Calundum, a High Alumina Binder; Firecrete,

Low Density Alumina Castables and High Alumina Refractory

Cement.

1968 Advent of computers in ACC for data processing and

designing management information and control systems.

1968 ACC supplied and commissioned one-million-tone iron ore

pelletizing plant ordered by TISCO

1971 Manufacture of Whytheat Castables A, K, C and Cal-Al-751973 Take-over of The Cement Marketing Company of India (CMI)


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1977

ACC receives ASSOCHAM first national award for the year 1976

instituted for outstanding performance in promoting rural and

agricultural development activities.

1978

Introduction of the energy efficient precalcinator technology

for the first time in India. Full scale commercial production

based on MFC technology at Wadi in 1979.

1979

ACC wins international contract for operation and

management of a new one million tonne cement plant at

Yanbu-Ras Biridi in Saudi Arabia.

1982Commissioning of the first 1 MTPA plant in the country at

Wadi, Karnataka.

1984

ACC achieves a breakthrough in import substitution by

developing and supplying a special G type of oil well cement

to ONGC.

1987

ACC develops a new binder for use at sub-zero temperatures,

which is successfully used in the Indian expedition to

Antarctica.

1992Incorporation of Bulk Cement Corporation of India, a joint

venture with the Government of India.

1993ACC starts the commercial manufacture of Ready Mixed

Concrete at Mumbai.

1998

Commissioning of the 0.6 MTPA cement grinding unit at

Tikaria, Uttar Pradesh.

1999Commissioning of captive power plants at the Jamul and Kymore

plants in Madhya Pradesh.

1999

Tata group sells 7.2% of its stake in ACC to Ambuja Cement

Holdings Ltd, a subsidiary of Gujarat Ambuja Cements Ltd.

(GACL)

2000

Tata Group sells their remaining stake in ACC to the GACL

group, who with 14.45% now emerge as the single largest

shareholder of ACC.

2001

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

2004IDCOL Cement Limited is renamed as Bargarh Cement Limited

(BCL)2004 ACC named as a Consumer Super brand by the Super brands Council


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2004

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

2005

ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar

Puraskar Certificate of Merit2004 from Council For FairBusiness Practices.

2005

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

2005

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

2006Financial accounting year of the company changed to calendar

year January-December

2006

Subsidiary companies Damodhar Cement & Slag Limited,

Bargarh Cement Limited and Tarmac (India) Limited merged

with ACC

2007 ACC announces new Workplace policy for HIV/AIDS

2007Change of name to ACC Limited with effect from September

1, 2006 from The Associated Cement Companies Limited

2008 ACC receives Good Corporate Citizen Award 2007-08

2008New corporate brand identity and logo adopted from October

15, 2008

2008

ACC establishes Anti Retroviral Treatment Centre for

HIV/AIDS patients at Wadi in Karnatakathe first ever such

project by a private sector company in India.

2009ACC partners with Christian Medical College for treatment of

HIV/AIDS in Tamil Nadu

2010Sumant Moolgaokar Technical Institute completes 50 years

and reopens with new curriculum

2011 ACC commissions Wind energy farm in Tamil Nadu.


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ACCwas the first recipient of ASSOCHAMs first ever National Awardfor

outstanding performance in promoting rural and agricultural development

activities in 1976.

Decades later, PHD Chamber of Commerce and Industry selected ACC aswinner of its Good Corporate Citizen Award for the year 2002.

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.


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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 Works9. Madhukkarai Cement Works

10.

Mancherial Cement Works

11.

Sindri Cement Works

12.

Wadi Cement Works

13.Tikaria Cement Works

REGIONAL MARKETING OFFICES


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Bangalore

Bhopal

Chndigarh

Coimbatore

Kanpur

Kolkata

Mumbai

New Dehpatna

Pune

Secunderabad

AREA OFFICES

Allahabad Asansol (sales office) Nagpur

Aurangabad Patiala

Bellary Bhubaneshwar Raipur

Chennai Cochin Shimla

Fazabad Vellore

Gulbarga

Guwahati

Jammu

Jalandhar

Kozhikode Kochi

Kolhapur Kolkata

Lucknow

Mangalore

DHANBAD, SINDRI ACC


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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): QUALITYProduct 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

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.


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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 companyfrom 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 ACCThane Complex is used as a reference laboratory for diagnosis and resolving

specific troubleshooting 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.

ORDI NARY 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.

SWOT ANALYSIS OF ACC CEMENT
http://www.acclimited.com/newsite/cement.asp#53g#53ghttp://www.acclimited.com/newsite/cement.asp#ppc#ppchttp://www.acclimited.com/newsite/cement.asp#ppc#ppchttp://www.acclimited.com/newsite/cement.asp#53g#53g


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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 incoming 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.

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

other Benefits.


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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 workerswhile 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 I S 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 andcomprehends 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.


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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. SIMPLI F I ED 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

InputPerceptual through puts

Perceptual

Outputs

StimuliReceiving ----Selecting---Organizing---

InterpretingActions

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.


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PERCEPTUAL PROCESSPerception 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.

Character istic of

I nput or Stimul i

Perceptual Input

Objects

Events

People

Perceptual MechanismSelection interpretation

Organizing

Perceptual Output

Attitudes

Opinions

Feelings

Values

Behavior

Character istic of the

situations

Character istic of

the Perceives


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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 likedevelopment 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.


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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

performancereward 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


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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, theirbuying 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 theirtarget 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:


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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 frompsychology,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 re-affirmation 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
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strongPareto 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

ENVIRONMENTALFACTORS

BUYER'S BLACK BOXBUYER'S

RESPONSEMarketing

Stimuli

Environmental

Stimuli

Buyer

Characteristics

Decision

Process

Product

PricePlace

Promotion

Economic

TechnologicalPolitical

Cultural

Demographic

Natural

Attitudes

MotivationPerceptions

Personality

Lifestyle

Knowledge

Problem

recognitionInformation

search

Alternative

evaluation

Purchase

decision

Post-

purchase

behavior

Product

choiceBrand choice

Dealer choice

Purchase

timing

Purchase

amount

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).

The black box model is related to the black box theory ofbehaviorism,where

the focus is not set on the processes inside a consumer, but the relation between
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the stimuli and the response of the consumer. Themarketing 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 buyersblack box contains the buyer characteristics and the

decision process, which determines thebuyersresponse.

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

Stage Description

Selective exposure consumers select which promotional messages they willexpose themselves too. Selective attention consumers select which promotional
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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 toachieve 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

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


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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 heor 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 have an impact on consumer behavior. So they can be simply a

band like the Spice Girls or your immediate family members. Opinion leadersare those people that you look up to because your respect their views and


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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 isextrovert (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

1) To know the general opinion of the customers about the ACC cements.


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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 LIMITEDto 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.

LIMITATION OF THE STUDY


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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.


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CHAPTER 2

LITERATURE REVIEW

LITERATURE REVIEW ON CONSUMER BUYING

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


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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 persuasiontechniques. 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 pieceregarding information processing in advertising: "Cognitive and emotional

responses related to imagined product consumption experiences are the

strongest determinants of brand attitude." (MacInnis & Jaworski, 1989)

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


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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 attributesand 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

orsenses.

Perception is one of the oldest fields in psychology. The oldest quantitative lawin 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 theGestalt school of psychology, with its emphasis on

holistic approach.

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.
http://en.wikipedia.org/wiki/Philosophyhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Cognitive_sciencehttp://en.wikipedia.org/wiki/Awarenesshttp://en.wikipedia.org/wiki/Understandinghttp://en.wikipedia.org/wiki/Sensehttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Mindhttp://en.wikipedia.org/wiki/Sensehttp://en.wikipedia.org/wiki/Weber-Fechner_lawhttp://en.wikipedia.org/wiki/Gestalt_psychologyhttp://en.wikipedia.org/wiki/Holismhttp://en.wikipedia.org/wiki/Holismhttp://en.wikipedia.org/wiki/Gestalt_psychologyhttp://en.wikipedia.org/wiki/Weber-Fechner_lawhttp://en.wikipedia.org/wiki/Sensehttp://en.wikipedia.org/wiki/Mindhttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Sensehttp://en.wikipedia.org/wiki/Understandinghttp://en.wikipedia.org/wiki/Awarenesshttp://en.wikipedia.org/wiki/Cognitive_sciencehttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Philosophy


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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.
http://en.wikipedia.org/wiki/Plato%27s_Cavehttp://en.wikipedia.org/wiki/Ren%C3%A9_Descarteshttp://en.wikipedia.org/wiki/Richard_Gregoryhttp://en.wikipedia.org/wiki/Richard_Gregoryhttp://en.wikipedia.org/wiki/Ren%C3%A9_Descarteshttp://en.wikipedia.org/wiki/Plato%27s_Cave


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CHAPTER 3

OBJECTIVES


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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.


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CHAPTER 4

RESEARCH METHODOLOGY


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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 UNI VERSE:

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.

Sampling Method: - It refers to deciding what how respondent bechosen. In this research all the aspects of research.


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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.


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CHAPTER 5

ANALYSIS

&

INTERPRETATION


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Where from do you normally buy cement?

TABLE-2

Frequency Percent

Local supplier 27 54.0

Company authorized

dealer

1 2.0

Exclusive dealer 1 2.0

Dealer dealing with

building materials

along with cement

21 42.0

Total 50 100.0

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.

0

5

10

1520

25

30

35

40

45

50

Local Supplier Company

Dealer

Exclusive

Dealer

Dealer Dealing

with Others

Materials

Frequenc

y

Where from do you normally buy cement?


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Does Influencer play a vital role for Purchase of any brand of cement?

TABLE-3

Answer Frequency Percent

Yes 40 80.0

No 10 20.0

Total 50 100.0

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.

0

5

10

15

20

25

30

35

40

45

50

Yes No

Frequency

Does Influencer play a vital role?


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Whom do you consult for purchasing cement?

TABLE-4

Consultant Person Frequency Percent

Mason 28 56.0

Engineer 6 12.0

Friends & Relatives 14 28.0

A neighbor who has recently constructed

his house

2 4.0

Total 50 100.0

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.

0

5

10

15

20

25

30

35

40

45

50

Mason Enginner Friends &

Relatives

A neighbour

Frequency

Whom do you consult for purchasing cement


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Which brand of cement is best available in the market from the following?

TABLE-5

Company Frequency Percent

ACC 39 78.0

Lafarge 9 18.0

Others 2 4.0

Total 50 100.0

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.

0

5

10

1520

25

30

35

40

45

50

ACC Lafarge Others

Frequ

ency

Which brand cement is best ?


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What comes to your mind when choosing ACC cement, choose one of the

following?

TABLE-6

Options Frequency Percent

Good brand name 29 58.0

Affordable price 9 18.0

Good quality product 9 18.0

All of the above 3 6.0

Total 50 100.0

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.

0

5

10

15

20

25

30

35

40

45

50

Good brand

name

Affordable

price

Good quality

product

All of the

above

Frequency

Whom do you consult for purchasing cement


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Which cement company provides good logistics support from the

following?

TABLE-7

Company name Frequency Percent

Acc 38 76.0

Birla 2 4.0

Ambuja 3 6.0

Ultratech 4 8.0

Lafarge 3 6.0

Total 50 100.0

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.

0

5

10

15

20

25

30

35

40

45

50

ACC Birla Ambuja Ultratech Lafarge

Frequency

Which cement company provides good logistics

support?


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

TABLE-8

Brand Name Frequency Percent

ACC 45 90.0Birla 1 2.0

Ambuja 1 2.0

Ultratech 1 2.0

Others 2 4.0

Total 50 100.0

INTERPRETATION

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.

0

5

10

15

20

25

30

35

40

45

50

ACC Birla Ambuja Ultratech Others

Frequency

Which cement company is known for its brand

name in market?


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Are you Brand conscious?

TABLE-9


Yes 37 74.0No 13 26.0

Total 50 100.0

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.

0

5

10

15

20

25

30

35

40

45

50

Yes No

Frequency

Are you Brand conscious?


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Which brand you prefer the most? Choose one of the following?

TABLE-10

Brand Name Frequency Percent

ACC 41 82.0Birla 1 2.0

Lafarge 1 2.0

Ultratech 4 8.0

Others 3 6.0

Total 50 100.0

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.

0

5

10

15

20

25

30

35

40

45

50

ACC Birla Lafarge Ultratech Others

Frequency

Which Brand you preffer the most?


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

TABLE-11

Source/Medium Frequency Percent

Television 34 68.0

Shop paintings 6 12.0

Hoardings 7 14.0

Print Media 3 6.0

Total 50 100.0

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.

0

5

10

15

20

25

30

35

40

45

50

Television Shop painting Hoardings Print Media

Frequency

Which is the best mode of advertisement?


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Is there any relation between the colour of the cement with its price and its

quality in your opinion?

TABLE-12


Yes 12 24.0

No 38 76.0

Total 50 100.0

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.

0

10

20

30

40

50

Yes No

Frequency

Is there any relationship between the colour of the

cement with price and quality?


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

of a cement brand?

TABLE-13

Opinion Frequency Percent

Yes 3 6.0

No 47 94.0

Total 50 100.0

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.

0

10

20

30

40

50

Yes No

Frequency

If Branding/Promotion activities improve the

visibility and enhance the sale?


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Has any company officially visited your site?

TABLE-14

Opinion Frequency Percent

Yes 1 2.0

No 49 98.0

Total 50 100.0

INTERPRETATION

Among the total 50 Respondents 2% said that company officially visited their

project report on acc

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