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CONTENTS
CHAPTER 1:
INTRODUCTION 1-7
CHAPTER 2:
INDUSTRY PROFILE 8-17COMPANY PROFILE 18-29
CHAPTER 3:
THE RESEARCHDATA ANALYSIS & INTERPRETATION 30-49
CHAPTER 4:
SUGGESTIONS 50
FINDINGS 51
CONCLUSIONS 52
CHAPTER 5:
QUESTIONNAIRE 53-55
BIBLIOGRAPHY 56
JOURNALS 57
CHAPTER 1
INTRODUCTION
INTRODUCTION:
Consumer of today is much more educated and demanding their
quality, expectation have been elevated by the prices of superior
manufactures and retailers who provide of products in every category. In
the face of their vast choices, consumer gravitate to the offerings that best
meet their individual needs and expectations making consumer play very
pivotal role in today's marketing scenario.
Hence their attitude perception and taste towards specify product do
effect a company image thus making study of CONSUMER PERCEPTION
is necessary for any kind of consumer research project.
DEFINITION:
The term consumer behavior that consumer exhibits in selecting,
purchasing, using, evaluating, and disposing the products and services that
they will satisfy their needs.
The study of consumer behavior is the study of how individuals make
decisions to spend their available resources i.e. time, money and effort on
consumption related items. It includes; the study of what they buy, why
they buy, how often they buy and how often use it. Consumer behavior is
mainly aimed towards the consumer and the marketer.
1
CONSUMER PERCEPTION:
A motivated person is ready to act. How a motivated person actually
acts is influenced by his or her perception of the situation.
Perception is the process by which an individual select, organizes, and
interprets information inputs to create a meaningful pictures of the world.
Perception depends not only on the physical stimuli's relation to the
surrounding and field and on condition within the individuals.
Receptionist basically a cognitive or thinking process and an individual
activities, emotions feelings etc.. are based on his or her perception of their
surrounding or environment, perception is the process by which people select,
organize and intercept to form a meaningful picture of the world. People can
form ifferent perceptions of the same stimulus because or three perception
processed; selective distortion, and selective retention. People are exposed to
a great amount of stimuli everyday. Because of these processes, marketers
have to work hard to get their message through.
EXTERNAL AND INTENRAL FACTORS:
The manner in which either a product or service perceived will depend upon
both internal and external factors. i.e. to say that both external reality and
internal reality or intertwined. As human beings we carry all our experiences
in our mind and have our own selfish interest. Needs, motives, and
expectation into the way in which we would like reality to exist in the world
2
ESTERNAL FACTORS INFULUENCING ATTENTION:
Physical properties of the stimulus include the intensity, size, position
contrast, novelty, repetition and movements.
INTERNAL FACTORS:
Customers may not receive the message passively. Usually Consumers
may take the messages given to them by the marketers and then use it so that
it may fit their own internal world and try to work in their mind about clues to
determine the brands capability.
The marketers are always involved in search for a proposition that is
unique and also sells. A good advertisement helps in the creation of
"personnel difference".
Marketers are trying to asses the impact of the marketing mix elements
of the inner minds of the consumer.
The internal factors include selective attention, selective exposure,
selective reception, personnel vigilance, and expectation subliminal
perception.
3
SCOPE OF THE STUDY:
The scope of the present study is confined to Karimnagar & Adilabad
Districts of Andhra Pradesh of the sample respondents has been Kesoram
authorized Customers like Dealers,subscribers,agents,consumers(end users).
The study has been carried not only to find out the factors determining the
purchase of particular brand of Cement but also attitude of Customers to
suggest promotional activities to the Company.
NEED AND IMPORTENCE OF THE STUDY:
India being the fifth largest producing nation and
contributing for a 4 percent worlds cement production. In the recent past
years due to heavy population growth and development of housing and
various constructions projects ranging from mini and mega. The
liberalization policy adopted by the government lead to tremendous
industrial growth and which require basic material setup the industry cement
being the main component for the construction. The consumer decision
regarding to the purchase of cement would be very crucial. In that time
dealers play a vital role.
4
DATA COLLECTION:
For the purpose of the study necessary data has been collected from
the primary and secondary data sources.
Administering a structured questionnaire among the customers and the
dealers has collected the data pertaining to the research and survey at the
kesoram cement dealers in the Karimnagar district. The data was collected
from the dealers and authorized stockiest of the company has collected the
primary data. The secondary data is obtained from the journals, magazine’s,
annual reports of the organizations and different published documents.
METHODOLOGY:
RESEARCH DESIGN:
For the purpose of study, both primary and secondary data has
been collected following the observational method and survey research
method collects the primary data. While taking personal interviews of the
stockiest the observational method was used. The survey research method is
used to gain insight knowledge about the opinions of dealers and the
customers towards the Kesoram cement. The main research instrument used
for collecting the required data is a well – structured questionnaire. A
dealer’s towards the kesoram cement and administered to the same.
The necessary data has also been collected from official records
and other published sourses. The collected data is classified, tabulated,
analyzed and interpreted. Finally conclusions are drawn based on the study
and suggestions are offred for improving the marketing efficeiency of
Kesoram Cement
SAMPLE DESIGN :
For ascertaining the customer perception towards
the Kesoram Cement 100 customers have been randomly selected from
various parts the Karim Nagar, Adilabad districts.
For ascertaining the Dealers perceptions towards the
Kesoram cements 60 dealers have been selected from different places of the
Karim Nagar district. The technique of sampling adopted in this is
convenient random sampling. The researcher has taken necessary steps to
avoid any bias while collecting the data.
LIMITATIONS:
1. The study covers the Karimnagar district and due to the limited
sample size, the facts revealed in the study may not generalize.
2. While calculating the percentages, approximations are made to the
nearest figures. This may not give true picture of the study.
3. The analysis is based on what customers option at the time of the
survey. The study may not produce the same findings if done at a
later stage of time.
4. While filling the questionnaire dealers could not provide 100%
accurate information because of their personal limitations.
5. The study tries to know the customers and dealer’s perception
towards Kesoram Cement but it was not possible to focus on all the
issues. The research has ignored several aspects which may be
important from the other point if view of the study.
6
6. In some places of the dealers and customers also could not disclose
actual sales figure due to the fear of the income tax problems and
knowledge about the society.
7
CHAPTER 2
INDUSTRY PROFILE
INTRODUCTION OF CEMENT:
The 85 years old Indian Cement Industry is one of the cardinal and
basic infrastructure industries, which enjoys core sector status and plays a
crucial role in the economic development and growth of a country. Being a
core sector is industry was subject to price and or distribution controls
almost uninterruptedly from world war-II to 1982. when the Government of
India announced the partial decontrol of prices and decontrol manufacturing
cement became increasingly attractive industry and the industry experienced
substantial expansion.
As the supply in response to the 1982 partial decontrol was significant
in March 1989. Price and distribution control were finally dispensed with.
It was one o the first major industries in the country to be so deregulated.
DEFINITION OF CEMENT:
Cement may be defined, as “it is a mixture of calcium silicate and
aluminates which have the property of setting and hardening under water the
amount of Silica, Alumns which is present in each crust are sufficient to
combine with calcium oxide [Cao] to form the corresponding calcium
silicate and aluminates.
8
CLASSIFICATION OF CEMENT:
Cement is three types
1) Puzzolantic Cement
2) Natural Cement
3) Portland Cement
1) Puzzolantic Cement:
It consists of silicates Calcium and Aluminum; it shows the hydraulic
properties when it is in the form of powder and being mixed with suitable
preparation of lime. The rate of hardening is much slower and the
comprehensive strength developed is about a half of Portland cement. Is us
found more resistant to the chemical action that others.
2) Natural Cement:
This is natural occurring material. It is obtained form cement rocks.
These Cement rocks are claying lime stones containing silicates aluminates
of calcium. The selling property of this cement is more than the Portland
cement but is comprehensive strength is half of its.
9
3) Portland Cement:
a) Ordinary Portland Cement
b) Rapid Hardening Portland Cement
c) Low Heat Cement
d) White Or Colored Cement
e) Water Proof Portland Cement
f) Portland Slag Cement
g) Portland Puzzolana Cement
h) Sulphate Resisting Cement
i) Oil Well Cement
10
INDIAN CEMENT INDUSTRY – PRESENT STATUS
After the deli censing of the industry in July 1991 it reacted positively
to the policy changes. New capacities created and the volume of the
production increased. From a situation of importing cement, the country
started exporting due to high quality and cost effectiveness. After
liberalization the black market in cement also disappeared.
Currently INDIA stands second largest in the cement production
worldwide after China after India, Japan and USA stands. On the other hand
India’s per capital consumption is only 100 Kgs, as compared to the world
average of 260 Kgs. The industry has 59 companies owning 115 plants.
In the matter of exports, the Government considers cement as extreme
focuses are. However Indian cement in the global market is not very
competitive due to high power and full costs. In order to improve its
position in the international market. Technological up gradation is essential
in terms of process up gradation diversification costs reduction quality
control and energy savings.
At present the Indiana Cement industry is the fourth largest in the
world by the year 2011 it is expected to be next to China..
An innumerable technological development has taken place during past
few years.
11
Highlights of the Cement industry:
Cement production in India.
Region 2007-2008 2008-2009 2009-2010 2010-2011
Northern 24 29 34 41
Eastern 11 16 18 24
Western 25 28 37 43
Southern 29 35 41 48
TECHNOLOGY:
Cement may be manufactured employing three alternative technologies
a). The largely out model well process technology.
b). The more modern dry process that requires only 19% coal utilization (as against 30% of one will process) and,
c).The latest percalinatar technogy through which optimum utilization
may be achieved. Here ere calculater or raw.
Material partly or completely carried out before the feed enters the
rotator kiln-beside saving by 30-50% the 30,000 tons per day plants
being setup in the country use this technology.
12
CONCEPT OF MINI CEMENT PLANTS:
Cement plants i.e., those with a daily capacity of less than 200
tones has been advocated due to the following reasons.
1) To utilize lime stone deposits which are too small to call for
setting up of a large plant?
2) The question period in commissioning these units is just about
half of that of larger units.
3) The infrastructure requirements of the mini cement plants are
much less.
4) The cement produced may be locally distributed thus easing the
complicated distribution problem.
CURRENT TRENDS:
Cement production the first five months of the current fiscal has
marginally declined to 24.98 lakh tones as against 25.64 lakh tones in
1999-2000. The decline can be attributed to the delayed monsoon followed
by floods that devastated Andhra Pradesh.
The price, which was depressingly low in the first quarter, has
started firming up since July. Going by the current trends, the prices are
expected to hold firm during the remaining months of the current fiscal.
The previous year, mainly due to a drop in other income by 30.96 crores
and increase interest and depreciation charges by 22.46 croces.
13
CURRENT WAGE AGREEMENT:
The much anticipated cement wage accord between the employers
represented by the cement Manufacturers Association (CMA) and cement
workmen represented by INCWF (INTUC),ABCMS,(BMA), AICWF
(AITUC) HMS & CITY was signed on 14th August, 2000, at New Delhi. The
negotiating committee of CMA which held discussions with the
Mr.N.Srinivasan, Vice Chairman and Managing Director, of your company
and this is the third wave accord reached under his able steward ship.
The wage accord, which provides for an overall increase of Rs.1000/-
per month over the settlement period of 4 years, comes into force with
retrospective effect from 1st April 2000.
14
CEMENT MANUFACTUIR'S ASSOCIATION:
The cement Industry in India dates back to 1914 when the unit was
established in provender with a production just 1000 tones in a year it had
attend fifth place among producing countries in the world only china,
Russia, Japan, U.S.A. are head of the departments in India due to the
period 1993.
The cement manufacture's association comes into existence in 1961
with 17 members companies.
The main objectives of :
1. To promote interest of its members in relation to commerce and
Industry in India.
2. To liaise with trade and industrial organization's in India and Aboroad.
3. To encourage friendly co-operation and cordial relation amongst the
cement producers.
4. To study the problems faced by the cement industry and individual
manufacturers and make representation to Government and other
authorities urging timely action.
5. To encourage research and technical advancement of the industry.
6. To promote the image and goodwill of industry among the
consumers and public at large.
7. 15
PROCESS DESCRIPTION :
The raw materials used for manufacturing Cement:
1) Limestone 2) Bauxite 3) Hematite 4) Gypsum.
1. LIMESTONE :
Depending upon the percentage of CaCo3 contentment, limestone is
classified into two grades namely high – grade material (contains more than
79.5 Caco3) and low – grade material (Contains less than 79.57 CaCo3).
Limestone is excavated at quarry (mines), which is 4 KM away the plant,
then the lime stone is transported from mines to the crushers at plant site by
dumpers having capacity of 30 tone’s each.
2. BAUXITE :
Bauzite is used as a flux for easy burning / Linearization and it will
improve the workability of cement. Bauxite is available at KOLAPUR,
GOA and MALLAPALLY in WARANGAL (Dist) from there it will be
transported by road.
3. HEMATITE:
Hematite is used as a flux for easy burning and it will improve the
Color of the Cement. Hematite is available at Ballari in KARNATAKA and
Kurnool in AP.
4. GYPSUM :
Gypsum is used in manufacturing of cement to control setting timeout
is available at EID parry CHENNAI and Coromandal Fertilizers at
Vishakhapatnam.
16
SWOT ANALYSIS OF INDIAN INDUSTRY
STRENTHS...
1. One of the best technologies in
the World.
2. Quality of cement comparable
to world standards.
3. Large lime stone deposits.
4. No threat of cement import
due to uneconomical freight
costs.
WEAKNESSES…
1. Worsening power situation foreign companies to invert sums of money to setup captive power plants.
2. Quality control not available in the country and better quality coal imports only feasible for port based units.
3. Lack of port facilities. 4. Lower per capita consumption
of cement5. Lack of infrastructure
facilities. 6. Lack of bulk transportation
OPPORTUNITIES
1. Immense export opportunity in neighboring countries and Middle East.
2. Privatization of infrastructure projects.
3. Expected infrastructure growth (7.1% during 2002-03) will add to the current demand.
THREATS..
1. Large capacities coming up
might see a glub situation
emerge.
2. Lack of funds with
government.
17
CORPORATE PROFILE
ABOUT THE KESORAM:
Kesoram Cement Industry is one of the leading manufacturers cement
in India, incorporated by the promoters of Birla Group Company. It is a dry
process cement plant. The plant capacity is 8.26 lakh tones per annum; it is
located at Basanthnagar in Karimanagar Dist. Of Andhra Pradesh which is
8km away from the Ramagundam Railway Station, linking Madras to New
Delhi.
The company’s first unit Basanthnagar with a capacity of 2.1 lakh
tones per annum. Humbolds suspension preheater system was
commissioned during the year 1969. The second unit was set up in the year
1971 with a capacity 2.1 lakh tones per annum and the third unit with a
capacity of 2.5 lakh tones per annum went on stream in the year 1978. The
coal for this company is being supplied by Singareni Colonies and the power
is obtained forms APSED. The power demand for the factory is about
installed in the year 1987.
Kesoram Cement has set up a 15MW captive power plant to facilitate
for uninterrupted power supply for manufacturing of cement, which starts on
24th August, 1997.
Kesoram Cement Industry distinguished itself all the cement factories
in India by bagging the National Productivity Award Consecutively for two
years i.e., for the year 1985-86 and 1986-87.
18
The Federation of Andhra Pradesh Chambers of Commerce and
Industries (FAPCCI) also conferred on Kesoram Cement, an Award for Best
Industrial promotion / expansion efforts in the state for the year
1984.Kesoram also bagged FAPCCI award for “Best Family Planning Effort
in the State” for the year 1987-88.
One among the industrial giants in the country today, serving the
nation on industrial front, Kesroram Industries Ltd., has a chequered and
eventful history dating back to the twenties when the Industrial House of
Birla acquired it. With only a Textile Mill under is banner in 1924, it grew
form strength and spread its activities to newer fields like Rayon, Spun
Pipes, Transparent Paper, Pulp, Tyres, Refectories and other products.
Cement, which plays an important role in Nation Building activity, the
Government of India, had de-kucensed the cement industry in the year 1966
with a view to attract private entrepreneurs to argument the cement
production. Then Kesoram decided to set up a few Cement Plants in the
Country.
Birla supreme is popular brand of Kesoram Cement from its
prestigious plant of Basanthnagar, in A.P., which has outstanding track
record in performance and productivity, serving the nation for the last two
and half decades. It has proved its distinction by bagging several national
awards and state awards. It also has the distinction of achieving optimum
capacity utilization.
19
Kesoram offers a choice of top quality Portland Cement for light,
heavy constructions and allied applications. Quality is built to every fact of
the operations. As is the preference for quality, so is the demand for the
product.
The limestone is rich in calcium carbonate, a key factor that
influences the quality of the final product. The dry process technology used
in the late computerized monitoring overseas the manufacturing process.
Samples are sent regularly to the bureau of Indian Standards, National
Council of Construction and Building Material for certification of derived
quality norms.
The company has actively undertaken promotional measures for
promoting their product through different media, which includes the use off
hoardings. Compliments, Newspapers etc.,
Kesoram Cement is undertaking the marketing activities extensively
in the states of Andhra Pradesh, Karnataka, Tamilnadu, Kerala, Maharashtra
and Gujarath. In A.P. sales depots are located in different areas like
Karimnagar, Warangal, Nizamabad, Vijayawada and Nellore. In other
estates it has opened around 10 depots.
The market share of Kesoram Cement in the all India Cement market
is 1.19% in A.P. it is a 7.05%.
20
CEMENT INDUSTRY PROFILE:
Cement is the basic construction material used extensively all over the
world. The per capital consumption of cement is universally acknowledged
as one of the measure of the country. The per capital consumption of cement
in India is estimated at approximately Rs. 57 ke. and India is the third lowest
consumer in the world. Thus there is a excellent potential growth of cement
industry in India.
Cement was first patented in 1824 in England. In India, the first
cement plant was established by Indian cement industrial growth was
continuously increased. By 1961, cement production in the country
achieved self sufficiency and import of cement was stopped. In August,
1965 the Government accepted the principle to decontrol the prices and
distribution of cement. A scheme of decontrol drawn and brought into effect
from January, 1996 and a cement allocation and coordination organization
(CACO) was formed. As the decontrol scheme did not prove to the
satisfaction of the Government, CACO was abolished and its functions over
by the cement controller attached by the Government Corporation of India
Limited. Prices of cement are revised by the Government from time to time
based on studies and reports of Bureau of Industrial cost and prices.
21
CEMENT MANUFACTURER’S MARKET SHARE:
(In Million Tones)
NAME
OF THE
COMPANY
NO OF
UNITS
INSTALLED
CAPACITYPRODUCTION
MARKET
SHARE
A.C.C 17 7.82 6.70 25.30
CEMENT
CORPORATION
OF INDIA
9 2.58 2.06 8.11
THE BIRLA
GROUP OF
COMPANIES
7 4.48 3.41 13.43
J.K CEMENT
WORKS 1 1.14 0.90 3.54
NARMADA
CEMENT1 1.00 0.39 1.51
LARSEN &
ROURBO2 1.27 - --
OTHER
PROVATE
SECTOR
COMPANIES
37 11.64 9.87 38.87
OTHER PUBLIC
SECTORS COMPANIES `
9 3.42 2.06 8.11
TOTAL 83 33.45 25.39100.00
TYPES OF SALES:
1. DEPOT SALES,
2. SITE SALES.
Depot sales: The required amount of quantity of cement is supplied to the
dealer’s from the depot. The branches of the company make these sales.
Site Sales: The Company to required group or organization dealer’s etc
directly sells the required quantity of cement.
Distribution channel:
Kesoram cement follows intensive type of distribution channel.
Services available in as many outlets as possible.
Dealer’s Selections:
The company selects the dealer’s after taking into consideration, the
financial position the area and the dealer’s opinion regarding the product the
company takes more attention for selecting dealers in the urban region.
The incentives facilities give to the dealers by the company are quantity
(trade discount), cash discount and sliding scale discount (Annual discount)
The company takes order through its branches builders. Dealers and from
any organization if ordered for bulk quantity.
23
SALES PROMOTION:
The company has got healthy sales promotions it has taken much
concentration in advertising of the product through various means like
1. Newspaper 2.Television 3.Wall Painting
4. Bus panels 5.Shop painting.
KESORAM CEMENT ADVANTAGES:
1. Helps in designing sleeker and more elegant structures, giving greater
flexibility in design concept.
2. Due to its fine quality, super fine construction can be achieved.
3. It gives maximum strength aluminum use of cement with water in the
water cement ration especially the 53 grade.
4. Better water proofing is achieved due to low heat of hydration, as the
shrinkage will be less which means fewer cracks.
5. Seller finish is achieved due to fineness and hence better workability
thus plastering heroines easier with better finish.
24
WELFARE AND RECREATION FACILITIES AT A GLANCE
RECREATION CLUB:
For the purpose of recreation facilities two auditors are provided for
the employees to indoor.
LIBRARIES AND READING ROOMS:
The company has provided libraries and reading rooms for the
benefit of the employee. About 5000 books are available in read the
libraries. All kinds of news papers and magazines are made available
in reading rooms for the daily reading of the employees and their families.
CANTEEN:
Is provided to cater to the needs of the employees for supply of
snacks. Tea, coffee and meals.
SCHOOLS:
One English medium school and Telugu medium school are provided
to meet the education requirement of the employee's children.
DISPENSARY:
The company has provided a dispensary with a qualified medical
officer and Para medical staff for the benefit or the employee. The
employee's covered under ESI scheme has to avail the medical facilities
from the ESI hospital.
25
HOUSE JOURNAL:
A house journal in the name of Basanth Nagar Sam char is brought
out quarterly where in all the important activities of the plant are published.
KESORAM CONSUMER CO-OP, STORE:
Consumer co-op, stores is available to meet the needs of the
employees for supply of essential commodities like rice, wheat, sugar,
kerosene etc. on cash credit basis.
SPORT AND GAMES:
Competitors in sport and games are conducted every year for Aug
15 and Jan 26 among the employees.
AIMS:
Continuous efforts to improving productivity.
Evaluating individual skill through training and motivations,
hotal involvement through participants management activities.
Creating healthy and safe environment
Social development.
26
AWARDS:
Kesoram Cement captured various awards including national awards
for productivity technology conservation and several state awards. For the
year 1989, Kesoram bagged ‘Best Family Planning Effort in the State’ by
the Federation of A.P. Chambers of Commerce & Industry and National
Awards for ‘mines safety’ for two successive years 1985-86 & 1986-87. It
also bagged the ‘National Award for Energy Efficiency’ for the year
1989090 fir the best performance among all cement plans in India. This
award installed by National Council for Cement and Building and Material
(NCBM) in association with the department of power, ministry of energy,
Govt. of India.
Kesoram bagged the prestigious ‘A.P. State Productivity Award’ in
1987-89, also annexed the state award for industrial Management’ in the
state and ‘ vazamany Ratna’ and ’Best Efforts of an Industrial Unit’ in the
state to developed ‘Rural Economy’ was bagged for its contribution towards
the social responsibility and rural and community development programmes.
For the year 1991 it bagged ‘May Day Award’ of the Gove. Of A.P.
“Best Management” and the Pandit J.Nehru ‘Silver Rolling Trophy for the
Industrial Productivity effort in the State of A.P., by FAPCCI’. The Indira
Gandhi Memorial National Award for excellence in industry. ‘Best
Management Award’ of the Govt. of A.P. for the year 1993, and it got the
prestigious award “ISO-9002” award for its quality.
27
During the last 3 years the Govt. of A.P. has given the following awards:
Best Management award for the year 1993. Best Industrial Retain
Award for the year 1994. Best Industrial Retain award for the year 1995.
Environment and Mineral conversation award for the year 1995. To keep
the ecological balance, they have also undertaken massive tree plantation in
factory and township areas and they have been nominated by Government of
India of “VRIKSHAMITRA AWARD”. Best effort of an industrial unit in
the state for Rural Development for the year 1994-95, presented by Chief
Minister in March, 1996 and Best Family Welfare Award for the year 1996-
97.
28
KESORAM GROUP OF INDUSTRIES
a) Textiles Kesoram Industries Ltd.,
42, Garden Reach Road,
Calcutta—700024.
b) Rayon Kesoram Rayon Triennia (PO),
Dist. Hoogly, West Bengal.
c) Spun Pipes Kesoram Spun Pipes &
Foundries,
Bansberia (PO) Dist. Hoogly,
West Bengal.
d) Cement Kesoram Cement,
Basanth Nagar – 505187,
Dist. Karimnagar – Andhra
Pradesh
e) Cement Vasavadatta Cement,
Sedam – 585222,
Dist. Gulargah – Karnataka.
f) Tyres Burka Tyres,
Shiva Chambers,
53, Syed Amir Ali Aenue,
Colcutta – 700019
29
CHAPTER 3THERESEARCH&DATAANALYSIS
& INTERPRETATION
TABULATION OF THE DATA WITH ANALYZING
Table – ICEMENT PREFERENCE FOR THEIR OWN CONSTRUCTIONS
CEMENT No. Of Respondents Percentage L&T 15 15Kesoram 38 38Caramondal King 33 33Others 14 14Total 100 100%
The above tabular form gives the preference of the customers to give their
own constructions of houses.
Graph:-
Cement preference for their own constructions of houses
30Interpretation:
In the sample size of 100 customers 38% of the customers give preference to
the Kesoram cement 33% of the regular customers prefer for the coramondal
king cement. 15% of the customers prefer for the L&T and 14% of the
coustomers prefer for the another brands like ACC, AMBUJA and KCP
Cements.
The gives that the Kesoram Cement was occupying top position in the
decision of the customers and next position goes to the coramondal king
cement.
31
TABLE – 2
REASON TO PREFER THE KESORAM CEMENT
Reason No. of Respondents PercentageQuality 32 32Price 21 21
Strength 42 42Others 05 05Total 100 100%
The above tabular form gives about the why the customer goes to prefer for
the above mention cement.
GRAPH:
32
Interpretation:
Most number of the respondents approximately 42% of the customers give
an importance to the strength of cement which are available in the market for
their own construction and nest they are the preferring for the good quality
cement. Now days 32% of the customers prefer the quality in the cement.
21% of the customers also give an importance to the price of the cement.
The middle class people were looking to save the money when they are
buying any product.
33
TABLE – 3GRADE PREFERENCE WHICH IS AVAILABLE IN THE MARKET
Grade No. of Respondents Percentage53 57 5743 Grade 10 10Both 33 33Total 100 100%
The above table gives the use of the grade cement, which are available in the
market.
GRAPH:
34
Interpretation:
In the market there are 43 and 53 grade cement for available. The customer
wants to build their constructions with strong and good quality cement. 57%
of the customers prefers for the 53 grade cement that is they want to strength
in the cement. 33% of the customer wants both 43 and 53 grade cement.
10% of customers prefer for the 43 grade cement.
The competition between the cement manufacturing companies is increasing
day by day in the cement market that’s why people customers preferred for
the strong and good quality cement with less cost.
35
TABLE – 4
CHARACTER OF THE CEMENT FOR CONSTRUCTION
CHARACTER No. Of Respondents
Percentage
Maximum strength with minimum use of cement 42 42Minimum strength with Maximum use of cement 17 17Maximum strength with maximum use of cement 20 20All the above 21 21Total 100 100%
The above table reveals that’s the character of the customers by using the
amount of cement for their constructions.
GRAPH:
Interpretation:42% people give an importance to the maximum strength with using of
minimum amount of cement with that the customers will save the money by
using less amount of cement.
21% of the customers prefer for all the characters with the use of cement.
TABLE – 5
CHARACTER PREFERENCE IN THE SHOP
CHARACTER No. of Respondents Percentage Packaging 15 15Quality 30 30Brand name 25 25Price 30 30Total 100 100%
The about table gives that the customers when going to the shop to buying the cement what are they watching.
GRAPH:
Interpretation:
30% of the customers looks for good quality cement and less cost. These types of customers are from middle class families 25% customers buying by cement with watching of the brand name of a particular named company which is producing good quality cement 15% of the customers wants to good color of packaging without holes founding to the bags.
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TABLE – 6
PREFERENCE OF KESORAM CEMENT FOR THEIR CONSTRUCTIONS
PREFERENCE No. of Respondents Percentage Yes 62 62No. 38 38Total 100 100%
The above table gives that the regular customers of the Kesoram cement for
their construction.
GRAPH:
Preference of kesoram cement for their construction
62, 62%
38, 38%Yes
No
Interpretation:
62% of the customers want to use the Kesoram cement why because they are
the regular customers for only one shop. 38% of the customers does not like
the Kesoram cement. They prefer for the others cement like ACC suraksha,
Coramandal king and L& K etc.,
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TABLE – 7
REASON FOR THE USE OF KESORAM CEMENT
REASON No. of Respondents Percentage Price 14 22.5Strength 16 25.8Brand Name 20 32.2Advertising 12 19.3Total 62 100%
The above table gives that the reason of the using the Kesoram cement for
the constructions.
GRAPH:
Interpretation:
The customers watching brand name cement with the 32% of the sample
size of 100. They are the educated customers. 26% customers want strength
for the cement. They are watching good quality and strength in the cement
20% customers buying the Kesoram cement with advertising Some of the
customers look for also cost of the cement 23%
TABLE - 8
QUALITY INCREMENT WITH IT’S COST. PREFERENCE No. of Respondents Percentage Yes 40 40No. 15 15I will go for another one 45 45Total 100 100%
The above tabular form gives that the Kesoram cement quantity increased
with its cost to improve the sales.
GRAPH:
Interpretation:
45% of the cement customers will go to another cement brand when the current using cement increased its cost with incrementing its quantity why because they think that the quality will decrease with its quantity 40% of the regular customers ready to buy the cement when the company is increasing its cost. 15% of the regular customer for the Kesoram cement doesn’t like to buy the cement when the company is increased it’s cost with the quantity.
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TABLE – 9
WHAT YOU DO,WHEN CEMENT IS NOT AVAILABLE IN THE SHOP,WHAT YOU PREFERED REGULARLY ?
RESPONSE No. of Respondents PercentageI will go for another shop 37 37I will wait for some time for my regular brand
25 25
I will change the brand 26 26Nothing 12 12Total 100 100%
The above table shows that the Kesoram Cement is not available in the regular shop of the customers
GRAPH:
Interpretation:
37% of the customers will go for another shop when the Kesoram cement is not available in shop because of the quality of the cement. 26% of the customers will ready to change their regular brand. 25% of the customers will wait for some time for their regular cement brand 12% of the customers will return from the shop with empty hands.
TABLE – 10
PURCHASE OF THE CEMENT FOR CONSTRUCTION
PREFERENCE No. of Respondents PercentageOnce bulk amount 34 34One by one 36 36Daily up to construction 30 30Total 100 100%
The above table shows that the amount the cement buying by the customers
when they are constructing a building.
GRAPH;
Interpretation:36% of the customers buy the cement bags one by one in their constructions because they tell that the cement bags will broken in response of them 34% of the customers will buy once only bulk amount of the cement because they said that they always can’t go to the shop with out their convenience and to save the time 30% of the customers were ready to buy the cement daily up to their constructions ending they think that this is the easier process to save the money and get good quality of the cement.
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TABLE – 11
HOW MUCH LOYALTY TO YOUR CEMENT BRAND?
RESPONSE No. of Respondents Percentage Yes 45 45No. 19 19Depends on my decision 36 36Total 100 100%
The above tabular form shows that regularity of the customer for the cement to only one shop for their and their neighbors.
GRAPH:
Interpretation:
45% of the customers will go to only one shop to buy the cement for constructions because they gave reason as the regular shops provide credit facility to the customers. 36% of the customers can buy the cement in the shops depends on their decision because they watch the availability of the cement shops. 19% of the customers are irregular for the cement to only one shop. 43
TABLE – 12
DIFFERENT CEMENT COMPANIES SHARE IN THE MARKET Cement No. of Respondents Percentage Kesoram 40 40L&T 25 25Coramondal King 20 20Don’t Know 15 15Total 100 100%
The above tale shows that the market leader of the cement in the opinion of the customers. GRAPH:
Interpretation:40% of the customers had gone for the Kesoram cement because of the regular customers of the Kesoram. 25% of the educated customers gives that the L&T cement has the leading position in the sales of the cement market. 20% of the customers gave, as Coramondal king is the market. Leader in the cement industry.
Another 15% of the customers thought that the market leaders was ACC Suraksha, Gujarath Ambuja Cement and Vishaka for their opinion what they know about the cement knowledge.
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ANALYSIS OF CUSTOMER SATISFACTION REGARDING QUANTITY PROVIDED IN EACH BAG WHEN COMPARED TO OTHER BRANDS
Aim: To know the customer satisfaction of Kesoram Cement regarding quantity proved in each bag when compared to other brands.
Response No: of
Respondents
Percentage
YES 150 100%
NO 0 0%
Total 150 100%
Inference:
The above table shows that 100% of the respondents are satisfied with the quanity provided in each bag when compared to other brands.
45
CUSTOMER SATISFACTION REGARDING QUANTITY PROVIDED IN EACH BAG WHEN COMPARED TO OTHER BRANDS
RESPONSE
46
ANALYSIS OF CUSTOMER FACTORY ABOUT THE PRICE RANGE COMPARED TO OTHER BRANDS
Aim: To know the customer response towards pricing strategy adopted by Kesoram Cement when compared to other brands.
Response No: of
Respondents
Percentage
Not affordable 0 0%
Very expensive 7 5%
Moderately
expensive
18 12%
Expensive 73 49%
Affordable 52 35%
Total: 150 100%
Inference:
From the above table researchers found that majority of the customer are not satisfied with the pricing strategy of Kesoram Cement, but few respondents feel that the pricing strategy is affordable.
47
THE CUSTOMER FEELING ABOUT PRICE RANGE COMPARED TO OTHER BRANDS
48
ANALYSIS OF THE VARIOUS FACTORS WHICH MAKES CUSTOMERS TO PREFER A BRAND
Aim: This analysis is aimed to identify the influencing factors in preferring a brand by customers.
Factors No. Of
Respondents
Percentage
Corporate Image 32 21%
Quality 30 20%
Brand Image 68 45%
Credit Facility 4 3%
Discount 4 3%
Availability 10 7%
Recommended by
others
2 1%
Total: 150 100%
Inference:
From the above table it has been found that 45% of the respondents are influenced by brand image in their purchase decision followed by corporate image and quality factors.
CHAPTER 4SUGGESTIONS & FINDINGS
&CONCLUSION
SUGGESTIONS:
From above conclusion I am suggesting the company to improve the marketing segments of the Kesoram cement.
The Company should provide a good pricing policy to the dealers according to their sales in the market with this policy the dealers would move act in the sales.
The frequent changes in the price of cement will decrease the sale of the Kesoram cement. So company will maintain constant price that which is available for middle class families.
In market the company maintained an efficient and effective distributed network to win the confidence dealers and retailers to attract the customers.
The company will require some educational workers to decrease the damage of the cement bags while packing loading and unloading.
In the present situation the company needs some advertising media to improve its sales with the competition to the new brands which is launched in the market.
The company will provide discount offers on order of bulk amount of cement load to the dealers and stockiest.
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FINDINGS:
Most of the customers in Karimnagar district. Having exclusive shops for Kesoram cement.
Most of customers in regional level know about product since 20 years long time.
Highest number of people using KESORAM cement for their constructions.
Customers preferring KESOREM cement because of good quality, low price and brand image.
Most of the people believing that THE KESORAM cement will give more durability for their constructions.
The company needs some advertising media to increasing sales in other districts.
The customers are very much satisfied with the grade of cement available in the market and also with the price and packaging supply conditions surround cement industry
Regarding the packaging most of customers tell that excellent they have no problem with the packaging.
The respondents expressed that their relations with the company are good and expressed the hope that they will be continued in future also.
In the karimnagar area most of customers prefer the Kesoram cement mainly only by seeing the “brand name”
. The dealers also expressed satisfaction of the pricing police and
promoting activities followed by the Kesoram cement. According
to them the Kesoram cement ranked first in undertaken promotional activities in the Karimnagar region.
CONCLUSION:
The following conclusions or emerged from the study on “Customer perception towards the Kesoram Cement”. The customers are giving more importance for KESORAM CEMENT.Because this company cement is having good quality with low price. Customers have attracted by these factors. And also this cement ia having high BRAND image in surrounded areas over 20 years.This is the major factor that is influencing customers to purchase this cement products.
Kesoranm cement is having good profits comparing other company’s cement products.The Kesoram cement company have to conduct some seminars for dealers to increase their sales.
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CHAPTER 5
QUESTIONNAIRE
QUESTIONNAIRE
1) Cement do you prefer for the construction of you and your neighbors?
a) L&T Cement b) Kesoram Cement
c) Coramandal Cement d) Other Specify.
2) The reason to give preference to the above cement?
a) Quality b) Cost
c) Strength of cement d) others
3) Which grade cement do you prefer mostly that which is available in
the market?
a) 53 Grade b) 43 Grade
c) PPC
4. On dependence of which character does you prefer cement for
constructions?
a) Maximum strength at minimum use of cement
b) Minimum strength at maximum use of cement
c) Maximum strength at maximum use of cement.
d) All the above.
5) When you are going to shop to buy the cement which one prefer to
buy?
a) Packaging b) quality c) brand name d) cost of
cement.
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6) You like Kesoram cement to your’s construction?
a) yes
b) No.
7) If yes, what is the reason?
a) Cost b) Strengths
c) brand d) Adversity.
8) The Cost of the Kesoram cement is increased it is quantity do you buy
it ?
a) Yes b) No.
c) I will go for another one.
9) What do you do when the Kesoram cement is not available in you
regular shop ?
a) I will go to another shop
b) I will wait for some time for any brand
c) I will change the cement.
d) Nothing to do.
10) How much cement do you buy when you are construction a building ?
a) Once bulk amount b) one by one
c) Daily up to construction
11) Are you regular customer for cement only one shop?
a) Yes b) No. c) Depends on my decision
54
12) Which cement sales is leading in the market in you opinion?
A) Kesoram Cement b) L&T Cement
c) Coramandal king d) Don’t know
55
BIBLIOGRAPHY
1. Marketing Management
-- Philip Kotler
2. Consumer Behavior
-- Schiff man & Kanuk
3. Principles of Marketing
-- Philip Kotler & Gary Armstrong
56
JOURNALS
1. Indian Industry -- Hindu (2001)
2. Advertising & Marketing -- Spectrum
3. Induction book let and dairy 2006 of Kesoram cement Industry
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