7/29/2019 3. Acc Cement

1/64

PREFACE

Marketing should not be looked upon in a vacuum

or in isolation. It is an essence taking a view of the whole

business organization and its ultimate objective concern

for marketing must penetrate all areas of the enterprise.

Market survey in todays competitive world is a must for

every organization.

This project is a study of market potential of ACC

Cement . The rational behind this particular study is to

find out the present market scenario of various brands &

to find out the corporate need and perception. It was a

pleasurable experience to conduct a research on behalf

of ACC Cement pertaining to the study of the ACC

Cement Sector.

Conclusion and there by recommendation has been

arrived at by proper and justified interpretation of the

result derived from the above said analytical tools and

techniques.

7/29/2019 3. Acc Cement

2/64

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number o persons. I wish to

express my deep sense of gratitude to all those who generously helped in

successful completion of this report by sharing their invaluable time and

knowledge.

It is my proud and previledge to express my deep regards to

Respected .. Head of Department Miss..

Department of Business Management , Dr. Hari Singh Gour University

Sagar for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the

able and inspiring guidance of Miss . she rendered me all possible

help me guidance while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members ,

friends and all those whose encouragement has infused courage in me to

complete to work successfully.

(vivek sahu)

B.B.A IInd Semester

7/29/2019 3. Acc Cement

3/64

DELCLARATION BY THE

CANDIDATE

Date :

I declare that the project report titled " ACC CEMENT " on Market

Segmentation is nay own work conducted under the supervision of miss

Department of Business Management Dr. Hari Singh Gour

Uniersity Sagar To the best of my knowledge the report does not contain any

work , which has been submitted for the award of any degree , anywhere.

(vivek sahu )

B.B.A IInd Semester

7/29/2019 3. Acc Cement

4/64

CERTIFICATE

The project report titled "ACC CEMENT " been prepared by

MR. vivek sahuBBA IInd Semester ,16th Batch under the guidance and

supervision of MISS MAYURI JAIN for the partial fulfillment of the Degree

of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the

Department

Examiner

CONTENTS

TOPIC

TITLE

1. Preface

2.Acknowledgement

7/29/2019 3. Acc Cement

5/64

3. Declaration of the Candidate

4. Certificate

5. Introduction of Asian Paint

6. History of Asian Paint

7. Scope of the Study

8. Limitation of the Study

9. Research Methodology

10 Market Segmentation

11 Company Comparison

12 Data analysis & Interpretation

13 Swot Analysis of Asian Paint

14 Findings

15 Suggestions & Recommendation

16 Conclusion

17 Bibliography

18 Questionnaires

INTRODUCTION

Indian Marketing Environment is largely described as

sellers market. We have chronic shortages and scarcitiesparticularly in convenience goods. Demand is invariably

greater than supply. Purchase power do masses is limited

more than 30% of our population have income below poverty

line bulk of our population resides in villages and marketers

have yet to capitalize rural marketing opportunities. The

7/29/2019 3. Acc Cement

6/64

consumers are ignorant, illiterate, unorganized and hence

they have weak bargaining power. Most of our business

enterprises are still having selling concept, which is product

oriented marketing approach. Bigger business houses

having national markets are adopting integrated corporate

planning and market planning as well as strategic market

programmes.

Marketing Research and information as well as strategic

marketing planning have very limited scope at present. A

change is taking place in the marketing environment at a

reasonable speed and many consumer oriented marketing

companies are beginning to realize the pressure of

competition and buyers market.

But the transaction to marketing orientation is a long

and difficult process. Marketing research has a bright future

in the feature of matured economy.

Marketers are caked upon to anticipate changes in the

marketing environment involving opportunities risks and

uncertainties. They are regained to forecast the direction

and intensity of there future change plant to meet

anticipated changes in the environment and secure favorable

relationship with the changing environment. To do there

intelligent planning marketers need information. Accurate

sales forecasting involves collection and processing of

information. We can have more accurate and reliable sales

forecast, marketing plans and programmes through

7/29/2019 3. Acc Cement

7/64

organized information system. We should have profitable

marketing activities, minimum risks and uncertainties.

This project report offers detailed regarding marketingof Cement in general and marketing performance and

marketing share of ASSOCIATED CEMENT COMPANIES LTD.,

[ACC]. It also deals with a case study of SRI SHABAREESH

AGENCIES, SHIMOGA, reference have been made to

marketing of other Cements also so as to bring out

comparative cements.

In the modern world Cement has gained so much

recognition that no building is built without Cement. It is

deemed to be the best and only construction material at

present. Even though cement is used by almost every man

he does not know much about it.

This project report attempts to bring about details

regarding history, manufacturing process, types of cementavailable, problems in marketing if cement and other details

regarding cement. Efforts have also been made to get the

opinion of dealers regarding marketing and other aspects of

Cement etc., and consumers opinion regarding ACC Cement.

Attempts have also been made to assess the marketing

performance of SRI SHABAREESH AGENCIES and certain

suggestions have also been given for improvement of

marketing strategy by adopting suitable marketing

programmes.

AIMS AND OBJECTIVE

7/29/2019 3. Acc Cement

8/64

1. To know about the process of manufacturing cement.

2. To know about the raw materials used in the process.

3. To analyze the sales performance of Acc cement in

General.

4. To analyze the sales performance of Cement by SRI

SHABAREESH AGENCIES.

5. To assess marketing strategy adopted by SRI

SHABAREESH AGENCIES.

6. To analyze the general problems in marketing of

cements and specific problems confronted by SRI

SHABAREESH AGENCIES.

7. To know consumer preference towards various brands

of cement especially towards ACC Cement.

8. To give specific suggestions for improvement pf

marketing strategy of SRI SHABAREESH AGENCIES.

7/29/2019 3. Acc Cement

9/64

SCOPE OF THE STUDY

The scope of this report is restricted to the study of

consumer preference and Dealers opinion regardingmarketing of ACC Cement in Shimoga City.

This report includes the efforts that have been taken up

by the ASSOCIATED CEMENT COMPANIES LIMITED to

improve the quality and sales and also the efforts that have

been taken up by SRI SHABAREESH AGENCIES to increase

the sales of ACC cement in Shimoga city.

METHODOLOGY

The Method adopted to conduct this study may be

classified into 2 types. The information has been gathered

through two sources.

1. Primary data.2. Secondary data.

The primary data has been collected through personal

interview and by observation. It has been collected directly

from the Firm Proprietors information are collected by

observational methods. Sources of Secondary data like News

papers, Magazines, Books, Internet helped a lot in preparing

this case study.

7/29/2019 3. Acc Cement

10/64

LIMITATIONS

Since Cement is used only in the process of

construction. It is rather difficult to get respondenteverywhere. It is also difficult to known the opinion of

respondences each and every one will have qualitative

knowledge about Cement.

There are channel of respondent issues being this

chance whether it may be a wrong or right this; may create a

bias in response. However it has been avoided as for aspossible.

The scope of study reconfirmed to shimoga only. The

reference has been drawn with the help of opinion of both

consumers and dealers of Shimoga town. There may be

channel of inference becoming unsuitable in, such marketing

environments which have completely a different set up ofmarketing friends.

As Cement is a product confirmed to person who are

involved in the process of construction. It is very difficult to

get information for every one.

Even though it is difficult all attempts as have been

made and necessary precisions have been taken to award

bias and get answer to make the report a relative one.

7/29/2019 3. Acc Cement

11/64

CHAPTER 2

CEMENT PRODUCT HISTORY

INTRODUCTION [Origin of the word Cement]

The word CEMENT is from the Swan to cut and

originally had reference to store cuttings used in lime mortar.

Then it is logical that in to middle age of the substances

known as MORTAR which is now used to the word was

commonly called as CEMENT. In correct modern age,

cement generally mean the substances which binds the

stones or bricks with which are built and term may be used

with respect to any materials serving such a purpose.

PORTLAND CEMENT

Port land Cement is a finely ground powder, usually

grey which when mixed with water hardens and develops

strength primarily because of a large content of hydrous

calcium Silicates. There and other constitutes react

chemically with the water by hydration and hydrolysis. The

most common raw materials are lime stone and clay or shell.

It is produced by burning at high temperature materials

containing lime, alumina, iron and silica in predetermined

proportion to given the desired and properties.

7/29/2019 3. Acc Cement

12/64

Normally, Gypsum or its derivatives are added during

grinding stage for set control. Portland cements with special

properties are produced by varying the oxide composition

and also by adding small amounts of chemicals agents at the

clinker grinding stage or later. When mixed with water alone

to form hard mass. Early investigators advanced divergent

theories as to why Portland cement forms a rigid strong

coherent mass when it reacts with water. It has since been

established that a colloidal of high internal surface area is

formed. Whatever the extent of direct chemical continuity, it

is apparent that the large internal surface forces may also be

involved.

USE OF PORTLAND CEMENT

A mixture of cement and water is called neat cement

paste, whether fresh or hardens. In some grunting

operations, including oil well cementing, the paste is used assuch. Generally however, it constitute two hardening

ingredient in mortar or concrete. This use of sand and stone

filler called aggregate is an economy and also reduces

shrinkage. Another use Portland cement is in soil cement

mixtures used as pavement base. Portland cement is also

mixed with asbestos fiber and water and processed to make

special products. Like organize plastics it derives much of its

utility from the fact that it is readily cost or molded into

shape. Concrete is used, extensively for shielding against

nuclear radiation. It is used around reactor and partial

accelerators and for construction of radiation shelters.

7/29/2019 3. Acc Cement

13/64

Sometimes special, heavy aggregates are used to reduce

required thickness.

PRODUCT HISTORY

The origin of cement dates back to the earlier centuries.

The first people to use the materials for binding were the

Egyptians. The Egyptians used impure Gypsum plaster as

mortar in constructing the famous pyramids once of the

seven wonders of the world. Greeks used slacked lime for

the purposes of construction. The Roman learned the use or

the utility of the binding materials from Egyptians and

Greeks. The Romans and Greek made a pozzolanic mortar

by mixing finely ground volcanic material with lime. The

word Pozzoland is derived from the word pozzuoli, name

of a place in Italy.

The Romans used powdered pottery fragments as

possalana or binding materials. The pozzolanic cements as

they were called were made by mixing the volcanic stuff and

powdered pottery fragments with lime and water. This

mixture was found to have the resistance needed for

exposing to water and air for a long times. At that time therewere the only mixture or cement as thus are called were

suitable for any type of exposure. Such cements are used to

constructing the famous structures as the Roman Pantheon

and coliseum.

7/29/2019 3. Acc Cement

14/64

The middle ages the quality of mortar declined. It was

commonly a sand-mortar lime mixture. The decline in the

quality of the mortar was the insufficient burning of lime.

It was in the 17th century that the actual compositions

by cement began to get its shape. In 1756 when John

Smeaton was commissioned to rebuild the Eddy stone light

house off the Cornwall port, in England.

At that time lime pozzalana was the only recognized

material for under water construction. But he was not

satisfied with the mixture semitone. Experimented with lime

and he found that clay constituted a considerable part of

lime. He is thus credited as the first person to find the

constituents of the hydraulic lime.

In 1796 James parker of England, patented a hard

burned impure lime. He used it as the binding material. Itdid not slake (absorb water and crumble) when it was

exposed to water or air. He called it as the Roman

Cement. But this type if cements required as they were in

the form of crystals. This cement was the basis on which the

National Cement as it was called was produced in the

1820s. But the only difference was the Natural Cement was

the mixture of hard burned impure lime and cement rock. A

type of rock which was available in U.S.A. thus the foundation

for the cement Industry was laid.

In 1824, a process of making cement was patented by

Joseph Apsdin in England. He named the cement as Portland

7/29/2019 3. Acc Cement

15/64

cement. This was because the cement products had the

resemblance of the Portland in England Apsdin, so confirmed

the name to the cement. Modern cement in logical and

scientific development from natural cement.

PRODUCTION OF CEMENT

Methods of production of cement have changed greatly

over the years. It has changed so much that there old

process has no connection with the modern process. Earlier,

the fire which was used to burn the raw materials was done

in a fixed place i.e., it was stationer; it could not be moved or

rotated. After a few years intermittently operated kilns were

used. The production was done on a small scale. The kilns

which were used for burning underwent great changes. The

most notable was the introduction of the rotary kilns. In1877 T.R. Crompton obtained a British patent as a rotary kiln

for the purpose was not a success. Fredrick Ransance

obtained British and U>S> patents in 1885 and 1886

respectively.

This was the process that achieved the 1st success in

the United States. Thi9s eventually led to complete adoptionof rotary kiln for production of cement. But in Europe the

continuously operating staff kiln is even used today.

7/29/2019 3. Acc Cement

16/64

MODERN PROCESS OF MANUFACTURING CEMENT

PREVIOUS PROCESS:

Cement is a finely ground powder, usually grey which

when mixed with water hardens and develop-s strength

primarily because of large content of a hydrous calcium

silicates. The most common raw material is lime stone and

clay or share. The raw mix in finely ground and heated to

about 1500 degree celcious to decompose the calcium oxide

poultry fused clinker of marble size is produce the clinker is

then ground with the small amount of calcium sulphate

(gypsum). Then the content was obtained.

This was the type of manufacturing process which was

in use in the earlier days.

THE MODERN PROCESS

The modern manufacturing process of cement is of two

type.

1. Dry process.

2. Wet process.

7/29/2019 3. Acc Cement

17/64

FLOW DIAGRAM SHOWING MIXING OF RAW

MATERIALS

DRY PROCESS

CALCAREOUS MATERIALS AGRELLACEOUS (LIME STONE ETC) MATERIALS (CLAY ETC)

CRUSHING CRUSHING

FUSE GRINDING IN BALL FUSE GRINDING IN VALLMILLS AND TUBE MILLS MILLS AND TUBE MILLS

STORAGE STORAGE

MIXING OF RAW MATERIALSIN CORRCT PROPORTION

STORAGE TANK

7/29/2019 3. Acc Cement

18/64

7/29/2019 3. Acc Cement

19/64

WET PROCESS

CALCAREOUS MATERIALS AGRILLACEOUS(LIME STONE ETC) MATERIALS (CLAY ETC)

CRUSHING WASHING

STORAGE IN SIDE SILOS STORAGE IN BASINS

CHANNELS

GRINDING MILL

FERMENTATION OF SLURRY

CORRCTING BASINS

STORAGE TANK

7/29/2019 3. Acc Cement

20/64

The mixing of raw materials involves four stages. They

are

a. Size reduction.

b. Blending.

c. Liberating Carbon-di-oxide.

d. Pulverizations.

The procedures are the phases are almost identical in both

the process.

The phases are step that are involved in the

manufacturing process is

a. Mixing of raw materials

b. Burning.

c. Grinding.

TYPES OF CEMENT AVAILABLE

Till a few years back in India only ordinary Portland

cement was produced. But they were not ideal for extreme

weather in certain part of the country. Also this cement did

give good outlook if not pointed therefore the manufacturers

come to know about these factors and have manufacture

different types.

7/29/2019 3. Acc Cement

21/64

7/29/2019 3. Acc Cement

22/64

The cement industry in India is poised to scale new

heights thanks to the liberalization policies of the

Government adoption of state of the art Technology and the

massive investment of rupees 100 billion. By the year 2010

A.D. capacity of this Industry to reach the impressive level of

120 million tons.

India is presently producing several varieties of

cement. These includes to ordinary Portland Cement(OPC),

Portland Pozzalana cement (PPC), Portland Blast furnace slag

cement (PBFS), Rapid setting cement , oil well cement and

white cement. India is also producing high strength cement

like 43 grades and 53 grades. Low heat cement is produce

for the massive construction of Dames, Barrages, Deep

foundation for high rise building etc.

The domestic demand is assumed to grow at 8% per

annum. The cement capacity which was 62.05 million tons

in 1992-93 rise to 84.03 million ton in 2000-01. Around 7.85

million tons large cement capacity was proposed to add

during 2004-05 of which 5.50 million ton was to be

operational in 2005-06 and the remaining 2.35 million ton

would be operational; in 2006-07. Cement consumption may

reach a level of 92.65 million tons by 2010.

Mini cement plants were setup at the governments

insistence during the early 1980s due to the storage of

cement. India has been one of the pioneering countries as

for as mini cement plant sprouted up around restricted and

7/29/2019 3. Acc Cement

23/64

7/29/2019 3. Acc Cement

24/64

7/29/2019 3. Acc Cement

25/64

7/29/2019 3. Acc Cement

26/64

is currently stipulated, with out compromising safety. It will

in the national interest to consider upward revision of the

present stipulated permissible loads per axle is that the

existing stock of vehicles is more productively used. This will

also meet the needs of the cement industry which one of the

largest used of road transport. Indian railway has revised

upward the effective capacity of their wagons; a similar move

is called for in respect of road transport to tie over the

looming crisis.

THE ASSOCIATED CEMENT COMPANIES LTD

INTRODUCTION

The associated cement companies ltd (ACC) is the

countries largest producer of cement it was established in

1936 with the philosophy of not to form a monopoly in

cement production but now, the situation of Indians cement

industry virtually becomes monopoly in favor of ACC. That

means ACC becomes such a giant in cement industry that

the other Indian industrial giant like birla, L&T, etc., who have

already entered into the cement industrial field are not able

to give a bit of competition to ACC. Despite a lot of ups and

downs faced by the several region. ACC becomes an

unbeaten sovereign of Indian cement industry. It is the

oldest cement companies among the private sector.

7/29/2019 3. Acc Cement

27/64

The ACC is the only cement company having the

research centre using. It has the central research at Thane

of Maharastra which was established in 1965.

Here various type cement and cement based products

are developed for the first time in India. Many of them are

substituted with some of the export from western countries.

It is the only company in India which products variety

and of cement and cement based product. Its products are

export from India. The company produces such a class of

goods which produced in the west. Only ACC produced such

variety of products in India with completely ingenious

technology. The company is known develops its own

technology called ACC TECHNOLOGY.

ACCS FIRST BOARD MEETING IN 1936 AT THEESPLANADE

Sir Nowroji B Saklatvala was the first chairman of ACC.

The first Board included distinguished luminaries of the

Indian business world of the time names like J R D Tata,

Ambalal Sarabhai, Walchand Hirachand, Dharamsey Khatau,

7/29/2019 3. Acc Cement

28/64

Sir Akbar Hydari, Nawab Salar Jung Bahadur and Sir Homy

Mody among others.

Barely three years later, the fledgling company wascatapulted into the fiery cauldron of World War II, and

resources were geared to meet that onslaught. Soon after,

India gained her independence. ACC was there - more than

an eyewitness to history. Helping to make history. Helping to

build the new India, waiting in the wings changing the

landscape, the very face of the country.

Over the years, ACC realized that people are as different as

they are similar. Different needs, different lives, different

dreams. With its depth of knowledge and width of experience

ACC, today, is poised to fulfill the hopes and aspirations of

people across the length and breadth of the country.

For decades now, ACC has been forging a pioneering

path making cement. Along the way, it sharpened its

expertise on the cutting edge of the latest processes and

technologies: learning/adapting - not just transplanting - to

meet the specifics of local operating parameters. In the

process - setting standards, innovating, not just meeting

needs, but anticipating them.

ACC - Milestones

1936 Incorporation of The Associated Cement

Companies Limited on August 1, 1936.

7/29/2019 3. Acc Cement

29/64

7/29/2019 3. Acc Cement

30/64

7/29/2019 3. Acc Cement

31/64

7/29/2019 3. Acc Cement

32/64

7/29/2019 3. Acc Cement

33/64

7/29/2019 3. Acc Cement

34/64

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 programmer 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.

The company's various businesses are supported by a

powerful, in-house research and technology backup facility -

the only one of its kind in the Indian cement industry. This

ensures not just consistency in product quality but also

continuous improvements in products, processes, and

application areas.

All of this is underscored inasmuch as this research and

technology base - housed under an autonomous division

known as Research and Consultancy Directorate (RCD) - has

received recognition from premier research and technology

institutes in India and abroad.

Today, the company's operations are spread

throughout the country - with 14 cement factories, 11

regional marketing offices, 21 area offices, and a dedicated

7/29/2019 3. Acc Cement

35/64

employee band of about 9000 people from all corners of

India.

ACC has also extended its services overseas to theMiddle East, Africa, and South America, where it has provided

technical and managerial consultancy to a variety of

consumers, and also helps in the operation and maintenance

of cement plants abroad.

F. E. Dinshaw the

founder of ACC

ACC stands out as the most unique and successful

merger in Indian business history, in which the distinct

identities of the constituent companies were melded into a

new cohesive organization one that has survived and

retained its position of leadership in industry. In a sense, the

formation of ACC represents a quest for the synergy of good

business practices, values and shared objectives. The use of

the plural in ACCs full name, The Associated Cement

Companies Limited, itself indicates the companys origins

from a merger. Many years later, some stockbrokers in thecountrys leading stock exchanges still refer to this company

simply as The Merger.

Heritage

7/29/2019 3. Acc Cement

36/64

The house of Tata was intimately associated with the

heritage and history of ACC, right from its formation in 1936

upto 2000. Between the years 1999 and 2000, the Tata

group sold all 14.45 per cent of its shareholding in ACC in

three stages to subsidiary companies of Gujarat Ambuja

Cements Ltd (GACL), who are now the largest single

shareholder in ACC. This has enabled ACC to enter into a

strategic alliance with GACL; a company reputed for its brand

image and cost leadership in the cement industry.

7/29/2019 3. Acc Cement

37/64

7/29/2019 3. Acc Cement

38/64

SURVEY FINDINGS

INTRODUCTION:

Today the consumer is the king of the market.

Consumer is the only judge, the reputation or otherwise of a

product is entirely dependent upon his attitude towards the

product so his satisfaction should be ultimate motto of the

producer and the marketer. Consumers interest should be

taking into co-ordination while taking marketing decision. It is

through consumer satisfaction only the producers and

marketers can improve their sales profit.

Many opinion will come when survey is made for

preference, improvements etc., of the product, but the

opinion of the consumer is important.

This report gives an analysis of opinion collected from

the customer regarding marketing of cement especially ACC

cement as against other brand.

MEANING OF SURVEY

Survey means going into department of respondent and

collecting his inner expression for the purpose of knowing his

attitude about which the survey is conducted.

Customer faced problems while dealing with the ACC

cement. There fore to study to their problems, Questionnaire

was prepared and given to the selected customer. The

7/29/2019 3. Acc Cement

39/64

selecting of customer is made on the basis of sampling

method and to those4 selected customer are given the

format of questionnaire and are requested to fill it on return

to us.

I have conducted a survey about 100 customers. Who

have their dealing with ACC cements in Shabareesh

agencies?

OBJECTIVES OF THE SURVEY

1. To know the general opinion of the customers about the

ACC cements.

2. To know the opinion of the customers about the

customer service rendered by agencies.

3. To know the effectiveness of the service provided by

the Shabareesh agencies in comparison with other

dealers.

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.

LIMITATIONS OF THE SURVEY

1. 100 number of respondents contacted.

2. Lack of prompt reply given by the customer or more

precisely biased reply given by the customer.

3. Hesitation among the customer to freely express their

views.

7/29/2019 3. Acc Cement

40/64

7/29/2019 3. Acc Cement

41/64

7/29/2019 3. Acc Cement

42/64

Graph showing the Distribution of cement consumer

interviewed in different areas in Shimoga district

7/29/2019 3. Acc Cement

43/64

7/29/2019 3. Acc Cement

44/64

7/29/2019 3. Acc Cement

45/64

7/29/2019 3. Acc Cement

46/64

7/29/2019 3. Acc Cement

47/64

7/29/2019 3. Acc Cement

48/64

In fourth group, that is 6 have responded who are

Engaged in some other occupations, among 6 respondents 4

responds that the service is Better, only 1 responded have

good opinion and another responded also have good opinion.

7/29/2019 3. Acc Cement

49/64

7/29/2019 3. Acc Cement

50/64

Graph showing the respondents using ACC cements as

per their occupations

7/29/2019 3. Acc Cement

51/64

Table No-6

Table showing the distribution of cement consumers

according to their occupations.

Brands Business

man

Salaried

employees

Profession Others Total

Acc

Indian

Cement

Grashim

Others

12

8

6

10

10

6

8

4

14

8

4

6

8

5

7

9

44

27

25

29TOTAL 36 28 32 29 100

The above table show that the first occupation group i.e,

Business mans are using 36 in that, 12 respondents are using

ACC, 8 were Indian Cements, 6 were Raashi and 10 were

other Cements.

In second group i.e, 28 respondents are salaried

employees. Among them 10 were using ACC, 6 were using

Indian cements, 8 were using Grashim and 4 respondentsusing other cements respectively.

In third occupation, 32 respondents are using cements,

among them 14 respondents using ACC, 8 respondents using

Indian cements, 4 were using Raashi and other respondents

are using other cements.

In fourth occupation i.e, 29 respondents are using

Cements, among them 8 were using ACC, 5 were using

Indian cements, 7 respondents were using Raashi and other

respondents were using other cements respectively.

7/29/2019 3. Acc Cement

52/64

7/29/2019 3. Acc Cement

53/64

Table No 7

Table showing the opinion of the consumers about ACC

cements from the following aspects.

Aspects Better Good Satisfactor

y

Not

bad

Total

Quality

Price

Demand

14

8

8

8

6

10

16

8

11

5

7

4

43

29

35Total 28 22 35 15 100

According to the above table the consumers opinions

about ACC is very good. In the first aspect Quality 43

respondents were responds very well. 14 responds better, 8

responds good, 16 responds satisfactory and 5 responds Not

bad respectively.

In the second aspects Price is also in very good

condition. Among 29 respondents 8 responds better, 6

responds good, 8 responds satisfactory and 7 respondents

respond not bad.

In the third aspect demand is also in very good

condition. Among 35 respondents 8 responds Better, 10

responds Good and 11 responds satisfaction and 4 members

responds not bad.

7/29/2019 3. Acc Cement

54/64

7/29/2019 3. Acc Cement

55/64

Table No-8

The table showing the consumers purchased cements from

different dealers in shimoga.

Dealers in ShimogaNumber of

consumers

Percentage

Sri Ganesh Steels

K.S. Narayana settee &

sons

Salamath enterprises

Sagar traders

36

20

28

16

36%

20%

28%

16%

Total 100 100%

From the above table 36 respondents were purchase

cements in Ganesh steels, 20 respondents were purchasecement in KS.N. & sons, 28 respondents were purchase

cements in Salamath Enterprises and 16 respondents were

purchase in Sagar traders out of 100 respondents.

7/29/2019 3. Acc Cement

56/64

SUMMARY OF OBSERVATION

In the present world the human being as a consumer

should have the knowledge of every product he uses. This is

because he should not become an easy pray for the seller

trap.

From this sample it was found that few respondents do

not know much about cement. They said that they do as

their contractor or Engineers say. But majority of them said

they purchased on their own.

According to the dealer, they said that it is its first or

craze that was driving people to buy popular brand cement.

It is said that previously people use to OK just for the cement

they were not bothered about the brand. But in the present

market the consumer consider the price preference.

It was also found that a few respondent of poor families

said that they wanted to build their houses with cement, but

due to high pricing of cement and which is going on

increasing they had to give up. We can also infer that ACC

cement has got a good scope for marketing in shimoga.

7/29/2019 3. Acc Cement

57/64

In shimoga, there are many cement dealers of almost

all the brands in the market. But the major brands of cement

according to the consumer are,

1. ACC

2. RAASHI

3. DIOMAND

4. BAGALKOT.

In Shimoga ACC is the first Cement sold in terms of

quality.

Thus ACC cement has got a good reputation and a good

place in the shimoga market. The number of dealers for ACC

cement is more than dealers for any other cement in

Shimoga.

This shows that ACC cement has got a great demand in

the Shimogas market.

7/29/2019 3. Acc Cement

58/64

SUGGESTIONS AND CONCLUSION

SUGGESTIONS

ACC Ltd., are one of the oldest manufacturers of cement in

India. It has earned a good name in short period. It

should maintain and improve the same.

ACC Ltd, sales officer visit the dealer regularly that is oncein every month.

ACC Ltd should give credit facility to its dealers.

ACC Ltd should pay much attention towards warehousing

and transportation facilities.

ACC cement has earned a good name in the market. It

should maintain and improve the same its price is high than

the other cements. Some types consumers observe only

price of the product in this regard ACC fails to participate in

the cement market so product price will be maintain and

economic level.

A Sri Shabareesh agency has appointed As C & F agentsfor their good selling performance. So these agencies

should maintain their good performance in selling of ACC

cements.

Sri Shabareesh should provide conveying service activities

to dealers.

7/29/2019 3. Acc Cement

59/64

7/29/2019 3. Acc Cement

60/64

7/29/2019 3. Acc Cement

61/64

c) 15,000-25,000 [ ] d) Above 25,000 [

]

7/29/2019 3. Acc Cement

62/64

5. Have you ever purchase cement?

a) Yes [ ] b) No [ ]

6. Which brand of cement do you purchase?

a) A.C.C. [ ] b) Indian Cement [ ]

c) Raashi [ ] d) Others [ ]

7. If you purchase A.C.C. what is your opinion?

1. Quality

a) Better [ ] c) Satisfactory [ ]

b) Good [ ] d) Not bad [ ]

2. Price

a) High [ ] c) Satisfactory [ ]

b) Low [ ] d) Not bad [ ]

3. Demand

a) Better [ ] c) Satisfactory [ ]

b) Good [ ] d) Not bad

[ ]

8. Where do you purchase cement?

a) Shabareesh agencies [ ]

b) K.S.Narayana settee & sons [ ]c) Salamath Enterprises [ ]

d) Sagar Traders [ ]

9. If you purchase in Shabareesh agencies, how do you come

to know about the Shabareesh agencies?

7/29/2019 3. Acc Cement

63/64

7/29/2019 3. Acc Cement

64/64