FINDINGS OF THE BRAND EQUITY SURVEY IN PATNA(NEW)

8/7/2019 FINDINGS OF THE BRAND EQUITY SURVEY IN PATNA(NEW)

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FINDINGS OF THE BRAND EQUITY SURVEY IN PATNA & RELATED CEMENT MARKETS

In Patna & related markets we got these findings that the retailer & dealers of the different cement brands

preferred to sell ULTRATECH CEMENT , comparing to other related brands of different companies . Out of 9 brands

ULTRATECH got first ranking with 47.57% , and its major competitors were SATNA , BIRLA GOLD & KC . Which got

18.29% , 10.90% , 10.90% respectively in selling preference of sellers .

A related bar graph shows these selling preferences as below

They prefer the related cements to sell because of the customer demand most . After that quality , profitability &

color comes respectively as shows following

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The most preferred brand in PPC is KC ( 35.36% ) and Birla Gold ( 34.14% ) . After that they prefer Satna , JP , Prism& Mycem respectively .

And the most preferred brand in PSC group is UltraTech , Lafarge & ACC respectively . A related bar graph is shown

below with Its preference percentage

Findings shows that the most preferred brand of customers is nothing but UltraTech . UltraTech got first positionwith a 42.68% participation in the total selling of the cement in Patna region . It is shown as below

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UltraTech Lafarge ACC

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About the question of the reason of their preferences , the highly rated reason is the price of the cement . Which is

rated first with a total percentage of 43.90% . After that Availability , quality & packaging comes with the aggregate

percentage of 28.04% , 24.39% & 3.65% respectively . A related bar graph shows this finding

At the question of customers jockeying behavior for the cement purchasing because of price increasing , it foundthat the customer will not change the particular brand which they are using because of price increasing . They

think that if their preferred brand is going to increase Its price , then other related brands will also increase their

prices .

After that it was obtained that the second most was may be . It means that they could change their brand

because of price increasing .

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A related graph is as follow

Customers use a particular brand because of suggestions which they have from their surroundings . In this matter ,

the suggestion of a mason is the most preferred by the customers . The suggestion of mason got first position with

an aggregate percentage of 41.47% . It has shown as below

About the product packaging , we got that the 90.24% sellers were fully satisfied , 6.09% were satisfied , 1.21%were almost satisfied & 2.43% were un-satisfied with the product packaging . Some of them wanted to improve

the product packaging up to a weight of 75 gm . The related findings are shown as below

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The major sellers were also satisfied with its services . The aggregate percentage of fully satisfied sellers was also90.24% but the un-satisfaction with the service was not there . It shows as following

According to the sellers , the parameter for the best quality was rated brand name at first with an aggregate

percentage of 47.56% . After that price , advertisement and other factors come with a percentage of 32.92% ,

9.75% , 9.75% respectively . the bar chart shows that as below

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For an unique product quality , durability is rated first with a percentage of 48.78% . After that availability , colorand other factors exists with a percentage of 41.46% , 4.87% & 4.87% respectively . Bar chart is shown as below

Most of them were fully satisfied with their preferred brands setting time and strength . 97.56% of the sellers

were fully satisfied with its setting time & strength And rest 2.44% were satisfied but there was not a single seller

who was un-satisfied with its setting time & strength . A bar graph shows it as follow

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The month group in which the selling is the most was the group Apr Jun . after that the second most sellingmonth group was Jan Mar . Which was having 36.58% in compare to 60.97% of Apr Jun month group . A

related representation is as follows

More than half of the sellers were able to sell more than 15 tons of their preferred brand . After that 10 15 tons

was also occupy one fourth of the total sample . The aggregate percentage of the cluster which were having more

than 15 tons of total monthly sale was 65.85% . A related bar graph is as below

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Jan-Mar Apr-Jun July-Sep Oct-Dec

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Most of them wanted a rate gap of more than 15 Rs. for A group comparing to B group . And the secondmajority wanted this rate gap between 10 15 Rs. It shows that the Group A has a better image than the group

B and they prefer a good price variation between both the groups . A few were having interest of this rate gap

less than 5 Rs. A related bar graph as follows

69.51% sellers were satisfied with their preferred brands pricing policy . It shows that the brand id price

conscious and the price is determined according to the market demand , quality and their other competitors of the

homogenous market of the cement . 7.31% sellers were un-satisfied with the pricing policy of their preferred

brand . It is as follows

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Most of them were ready to sell their preferred cement brand even if increases its price . Their opinion behind itwas The brand increases its price only then when other competitors are also willing to increases their prices .

42.68% of them were thinking to sell their preferred brand , even it increases its price as shows below

According to them , the price of a particular brand was depend on Its quality and its customer demand

respectively . The survey shows that the quality & product demand contributes 36.58% & 35.36% respectively . It is

as follows

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Yes Very often May be No

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Most of them were prefer wall painting for the advertisement of the brand and the second most preferred policyfor advertisement was TV . They put the Radio on the bottom of the advertisement policies . A Related bar graph

shows that as follows

Most of them sell their product to its direct consumers . It contributes 86.58% of the whole options .

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According to their opinion , they were willing to gain more profit from their preferred brands company . After thatthey preferred a batter product . Because they thought that if the product is better , then they could easily gain the

profit from that particular brand . A related bar graph is as follows

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Better

service

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profitability

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packaging

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product

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Documents

FINDINGS OF THE BRAND EQUITY SURVEY IN PATNA(NEW)