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SUMMER TRAINING REPORT
ON
“CONSUMER BUYINGBEHAVIOUR”
Submitted in partial fulfillment of
MASTERS OF BUSINESS ADMINISTRATION
PROGRAME
Conducted by
G B TECHNICAL UNIVERSITY, LUCKNOW
Under the guidance of Under the guidance of Mr. Vivek Singh Mr. Vishvesh Trivedi
Assistance prof. Area Sales Manager
Submitted By
Shashi Jeet Verma
MBA III Semester
Roll No. 1005970101
LAL BAHADUR SHASTRI INSTITUTE OF
MANAGEMENT & DEVELOPMENT STUDIES,
LUCKNOW
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Declaration
I here by declare that the project report entitled “COSUMER BUYING BEHAVIOUR” IN
“ACC LIMITED” submitted in fulfillment of the requirements for the degree of “Master of
Business Administration” at LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT &
DEVELOPMENT STUDIES,LUCKNOW is my original work and not submitted for the award of
any other degree, diploma, fellowship or any other similar title or prizes.
Place : LUCKNOW SHASHI JEET VERMA
Date :
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PREFACE
“Practical Experience has no substitute”
The training has compared to a window through which the trainee can into experience and
observe the Activities of the real business world and helps to become crossing the door that
leads the trainee to become successful in the world of business. These days institute have
started giving more and more stress on the management training , as it is the first interface of
a management student with the culture of the corporate world and it also gives the first hand
experience to use the knowledge acquired by them through there faculty in the class in
corporate world . Our institute has also been looking in the same direction and is determined
to produce quality students who have a balanced knowledge of both theoretical aspects and
the practical knowledge as well. In the same context I had to undergo a summer training 6
weeks in company.
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AACCKKNNOOWWLLEEDDGGEEMMEENNTT
It is my research study that gave me the opportunity to learn something that would help me at
present as well as in future. This report which I am presenting to you is a contributed effort
of all those who have helped me during the research study programme.
Last but not the least I would like to mention the name of my parents who encouraged me
and motivated me at every point of time.
I would like to thank all of them and to God as well for giving me the energy and spirit to
carry out the research successfully.
My research guide Mr. Vivek Singh Sir provided me with necessary guidance and support in
preparing this report.
Shashi Jeet Verma
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INDEX
S.NO CONTENT PAGE NOPREFACE
AACCKKNNOOWWLLEEDDGGEEMMEENNTTCOMPANY PROFILE
BOARD OF DIRECTORS
HUMAN RESOURCES
CEMENT PLANTS
MILESTONES
AWARDS & ACCOLADES
ENQUIRIES OF ACC LIMITED
SALES OFFICES
CEMENTPRODUCTS : : CUSTOMER SERVICES
TO STOCK EXCHANGES
CORPORATE SOCIAL RESPONSIBILLITY
Development of ACC LIMITED
INTRODUCTION TO THE TOPIC
OBJECTIVES OF THE STUDY
SSCCOOPPEE OOFF SSTTUUDDYY
OORRGGAANNIIZZAATTIIOONN SSTTRRUUCCTTUURREE
CCOONNSSUUMMEERR BBEEHHAAVVIIOOUURR RREESSEEAARRCCHH MMEETTHHDDOOLLOOGGYY
QQUUEESSTTIIOONNNNAAIIRREE AANNAALLIISSIISS
FFIINNDDIINNGG
LLIIMMIITTAATTIIOONNSS
SSUUGGGGEESSTTIIOONNSS AANNDD RREECCOOMMMMEENNDDAATTIIOONNSS
CCOONNCCLLUUSSIIOONNSS
BBIIBBIIOOGGRRAAPPHHYY
QQUUEESSTTIIOONNNNAAIIRREE
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COMPANY PROFILE
ABOUT US
CORPORATE PROFILE
ACC (ACC Limited) is India's foremost manufacturer of cement and concrete. ACC's
operations are spread throughout the country with 16 modern cement factories, more than 40
Ready mix concrete plants, 21 sales offices, and several zonal offices. It has a workforce of
about 10,000 persons and a countrywide distribution network of over 9,000 dealers.
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Since inception in 1936, the company has been a trendsetter and important benchmark for the
cement industry in many areas of cement and concrete technology. ACC has a unique track
record of innovative research, product development and specialized consultancy services.
The company's various manufacturing units are backed by a central technology support
services centre - the only one of its kind in the Indian cement industry.
ACC has rich experience in mining, being the largest user of limestone. As the largest
cement producer in India, it is one of the biggest customers of the domestic coal industry, of
Indian Railways, and a considerable user of the country’s road transport network services for
inward and outward movement of materials and products.
Among the first companies in India to include commitment to environmental protection as
one of its corporate objectives, the company installed sophisticated pollution control
equipment as far back as 1966, long before pollution control laws came into existence. Today
each of its cement plants has state-of-the art pollution control equipment and devices.
ACC plants, mines and townships visibly demonstrate successful endeavors in quarry
rehabilitation, water management techniques and ‘greening’ activities. The company actively
promotes the use of alternative fuels and raw materials and offers total solutions for waste
management including testing, suggestions for reuse, recycling and co-processing.
ACC has taken purposeful steps in knowledge building. We run two institutes that offer
professional technical courses for engineering graduates and diploma holders which are
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relevant to manufacturing sectors such as cement. The main beneficiaries are youth from
remote and backward areas of the country.
ACC has made significant contributions to the nation building process by way of quality
products, services and sharing expertise. Its commitment to sustainable development, its high
ethical standards in business dealings and its on-going efforts in community welfare
programmers have won it acclaim as a responsible corporate citizen. ACC’s 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
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BOARD OF DIRECTORS
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Mr N. S. Sekhsaria
Chairman
Mr Paul Hugentobler
Deputy Chairman
Mr Kuldip K Kaura
Chief Executive Officer & Managing Director
Mr S M Palia
Mr Naresh Chandra
Mr Markus Akermann
Mr M L Narula
Mr R A Shah
Mr Shailesh Haribhakti
Mr Aidan Lynam
Mr Sushil Kumar Roongta
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HUMAN RESOURCES
ACC has a large workforce of about 10,000 people, comprising experts in various disciplines
assisted by a dedicated workforce of skilled persons. ACC employees, referred to as the ACC
Parivar, come from all parts of the country and belonging to a variety of ethnic, cultural and
religious backgrounds. ACC employees display a strong sense of loyalty to the Company and
their special stellar qualities as ‘value-adding’ human capital are well known in the industry.
ACC has clearly stated guidelines concerning recruitment, termination, career advancement,
performance appraisal, professional and employee ethics and code of conduct. The
Company’s personnel policies and processes enshrine equal opportunities to all and non-
discrimination with regard to gender, caste, creed, ideology or other opinion, whether social,
political or religious. Also ensured is a due process for employee consultation and
participation in organizational development and policy formulation.
The importance of Corporate Governance has always been recognized in ACC. Much before
Corporate Governance guidelines became applicable and mandatory for listed companies,
ACC had systems in place for effective strategic planning and processes, risk management,
human resources development and succession planning. The Audit Committee in ACC was
constituted as far back as in 1986. The Shareholders-Investors Grievance Committee was
formed way back in 1962 and the Compensation Committee was convened since 1993. The
Company’s core values are based on integrity, respect for the law and strict compliance
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thereof, emphasis on product quality and a caring spirit. Corporate Governance therefore in
ACC is a way of life.
ACC is a professionally managed Company with a majority of its Directors being
Independent Directors. The Board of Directors has always consisted of persons who are
professionals in their respective fields and with unquestionable integrity and reputation. The
role, responsibility and accountability of the Board of Directors is clearly defined. Members
of the Board have full freedom to express their views on matters placed before them for
deliberation and consideration.
It is the continuous Endeavour of the Board of Directors to achieve the highest standards of
Corporate Governance through the adoption of a strategic planning process, succession
planning for attracting, motivating and energizing human resources, identification of major
risks and the way and means to manage such risks, an effective communication policy and
integrity of Company’s internal control systems. The Board of Directors are also constantly
looking at ways and means to ensure that the most effective use is made of the scarce
resources at its disposal and that the management and employees have the freedom to take
the Company forward within the framework of effective accountability.
The Annual Reports, press releases and other communication have always made full
disclosures on various facets of importance to the stakeholders, particularly with regard to
information relating to financial matters, company’s operations/performance, stock
movements etc.
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OUR CEMENT PLANTS
a. Bargarh
b. Chaibasa
c. Chanda
d. Damodhar
e. Gagal
f. Jamul
g. Kymore
h. Kudithini
i. Lakheri
j. Madukkarai
k. Sindri
l. Wadi
m. New Wadi Plant
n. Thondebhavi
o. Tikaria
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SUBSIDIARIES AND ASSOCIATES
ACC Concrete Limited
ACC Mineral Resources Limited
Bulk Cement Corporation (India) Limited
Lucky Minmat
National Limestone Company Private Limited
Encore Cement & Additives Private Limited
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MILESTONES
1936
Incorporation of The Associated Cement Companies Limited on August 1, 1936.
1936
First Board Meeting of The Associated Cement Companies Limited held 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
ACC’s first community development venture near Bombay
1947
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India’s first entirely indigenous cement plant established at Chaibasa in Bihar
1952
Village Welfare Scheme launched
1955
Sindri 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
1961
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Blast 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
Oilwell Cement manufactured at ACC Shahabad Cement Works in Karnataka for
cementation of oilwells upto a depth of 6,000 feet.
1961
Manufacture of Hydrophobic (waterproof) cement at ACC Khalari Cement Works in Bihar.
1962
Manufacture of Accoproof, a waterproofing additive.
1965
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ACC’s 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-tonne iron ore pelletising plant ordered by
TISCO
1971
Manufacture of Whytheat Castables A, K, C and Cal-Al-75
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1973
Take-over of The Cement Marketing Company of India (CMI)
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.
1982
Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka.
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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.
1992
Incorporation of Bulk Cement Corporation of India, a joint venture with the Government of
India.
1993
ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.
1995
ACC selected as Most Respected Company in India by Business India.
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1998
Commissioning of the 0.6 MTPA cement grinding unit at Tikaria, Uttar Pradesh.
1999
Commissioning 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.
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2002
ACC wins PHDCCI Good Corporate Citizen Award
2003
IDCOL Cement Ltd becomes a subsidiary of ACC
2004
IDCOL Cement Limited is renamed as Bargarh Cement Limited (BCL).
2004
ACC raises US $ 100 million abroad through Foreign Currency Convertible Bonds (FCCB’s)
for US$ 60 million and Global Depository Shares (GDS’s) for US $ 40 million. Both
offerings are listed on the London Stock Exchange.
2004
ACC named as a Consumer Superbrand by the Superbrands Council of India, becoming the
only cement company to get this status.
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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 Merit – 2004
from Council For Fair Business 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, ACIL’s shareholding in ACC increases to
34.69 % of the Equity share capital of ACC.
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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.
2005
Financial 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
2006
ACC announces new Workplace policy for HIV/AIDS
2006
Change of name to ACC Limited with effect from September 1, 2006 from The Associated
Cement Companies Limited.
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2006
ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber of Commerce
and Industry
2006
New corporate brand identity and logo adopted from October 15, 2006
2006
ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at Wadi in
Karnataka – the first ever such project by a private sector company in India.
2007
ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil Nadu
2007
Sumant Moolgaokar Technical Institute completes 50 years and reopens with new curriculum
2008
Ready mixed concrete business hived off to a new subsidiary called ACC Concrete Limited.
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2008
ACC Cement Technology Institute formally inaugurated at Jamul on July 7.
2008
First Sustainable Development Report released on June 5.
2008
ACC wins CNBC-TV18 India Business Leader Award in the category India Corporate
Citizen of the year 2008
2008
Project Orchid launched to transform our Corporate Office, Cement House into a green
building.
2009
ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair Business
Practices
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2009
ACC is allotted coal blocks in Madhya Pradesh and West Bengal.
2009
ACC's new Grinding plant of capacity 1.60 million tonnes inaugurated at Thondebhavi in
Karnataka.
2010
Kudithini Cement Grinding Plant inaugurated in Karnataka on January 4, 2010 with a
capacity of 1.1 MTPA of Portland Slag Cement.
2010
ACC acquires 100 percent of the financial equity of Encore Cements & Additives Private
Limited which is a slag grinding plant in Vishakhapatnam in coastal Andhra Pradesh. This
company became a wholly-owned subsidiary of ACC in January 2010.
2010
ACC enters its platinum jubilee year - the first company in the cement industry to achieve
this status
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2010
ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact Business
Performance Social & Environmental Action & Globalisation for 2009-10 - a unique award
received for the first time
2011
World's largest kiln installed at ACC Cement Plant, Wadi, Karnataka with a capacity of
12,500 tones per day creating new landmarks for cement industry
2011
Central Control Room Building at ACC Chanda Plant, Maharashtra set up as a Green
building, the first of its kind in an industrial environment
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AWARDS & ACCOLADES
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National Award for Excellence in Water Management by Confederation of Indian
Industry (CII)
Outstanding Corporate Vision, Triple Impact - Business Performance Social &
Environmental Action and Globalisation for 2009-10 from Federation of Indian
Chambers of Commerce and Industry
Asia Pacific Entrepreneurship Award in two categories, Green Leadership and
Community Engagement by Enterprise Asia.
Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment and
Forests for "extraordinary work" carried out in the area of afforestation.
Subh Karan Sarawagi Environment Award - by The Federation of Indian Mineral
Industries for environment protection measures.
Drona Trophy - By Indian Bureau Of Mines for extra ordinary efforts in protection of
Environment and mineral conservation in the large mechanized mines sector.
Indira Gandhi Memorial National Award - for excellent performance in prevention of
pollution and ecological development
Excellence in Management of Health, Safety and Environment : Certificate of Merit
by Indian Chemical Manufacturers Association
Good Corporate Citizen Award - by PHD Chamber of Commerce and Industry
FIMI National Award - for valuable contribution in Mining activities from the
Federation of Indian Mineral Industry under the Ministry of Coal.
Rajya Sthariya Paryavaran Puraskar - for outstanding work in Environmental
Protection and Environment Performance by the Madhya Pradesh Pollution. Control
Board.
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National Award for Fly Ash Utilisation - by Ministry of Power, Ministry of
Environment & Forests and Dept of Science & Technology, Govt of India - for
manufacture of Portland Pozzolana Cement.
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Enquiries Of ACC LIMITED
Send a query :
A. Feedback &
Assistance
B. Enquiries
o Cement
For requirements in
Eastern India :[email protected]
Northern India:
Western
India:[email protected]
Southern India:[email protected]
o Ready Mixed Concrete For requirements in
Delhi: [email protected]
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Kolkata : [email protected]
Bangalore:[email protected]
Hyderabad: [email protected]
Mumbai: [email protected]
Chennai:[email protected]
C. Vendor Queries [email protected]
D. Shareholder queries
E. Investor Grievances [email protected]
F. Waste Management [email protected]
G. Media Queries [email protected]
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Sales Offices
Asansol
Bangalore
Chennai
Bhopal
Bhubaneswar
Chandigarh - P
Chandigarh -JH
Coimbatore
Dehradun
Hubli
Mumbai
Nagpur
Pune
Kanpur
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Lucknow
New Delhi
Kolkata
Patna
Raipur
Ranchi
Secunderabad
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CEMENT
ACC manufactures the following types of cement in addition to which it provides
Bulk Cement and Ready Mix Concrete.
Ordinary Portland Cements
White Portland cement or white ordinary Portland cement (WOPC) is similar to
ordinary, gray Portland cement in all respects except for its high degree of whiteness.
Obtaining this color requires substantial modification to the method of manufacture, and
because of this, it is somewhat more expensive than the gray product.
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Fly-ash based Portland Pozzolana Cement
Portland Pozzolana Cement is new generation cement. It contains high reactive Silica (HRS) to
enhance ultimate performance of concrete. Pozzolana is essentially a siliceous material in finely
divided form with the presence of water, that react with Calcium hydroxide at ordinary temperature
liberated during the hydration of Portland Cement to produce stable, cementitious compounds.
These compounds contribute to strength and water tightness of Cement and are specially suitable
for Dams and mass construction like foundation.
Portland Pozzolana Cement is new generation cement. It contains high reactive Silica (HRS) to
enhance ultimate performance of concrete. Pozzolana is essentially a siliceous material in finely
divided form with the presence of water, that react with Calcium hydroxide at ordinary temperature
liberated during the hydration of Portland Cement to produce stable, cementitious compounds.
These compounds contribute to strength and water tightness of Cement and are specially suitable
for Dams and mass construction like foundation.
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BULK CEMENT
Bulk Cement
Yet another first in our seven- decade history of
cement in India has been the introduction of Bulk
Cement, an alternative to bagged cement, which is of particular a advantage to large
consumers of cement. Internationally, the trend is to move cement more and more in loose
form rather than bagged. In fact, over 90 percent cement in the USA, and other European
countries is transported and sold in bulk, unlike in India, where only one percent is transported
in bulk.
ACC READY MIX CONCRETE
ACC set up India's first commercial Ready Mix Concrete
(RMX) plant in Mumbai in 1994. Today this business has
been reorganized as a separate company called ACC
Concrete Limited which is one of the largest
manufacturers of RMX in India with over 55 modern plants in major cities such as Mumbai,
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Bangalore, Kolkata, Chennai, Delhi. Hyderabad, Goa, Pune and Ahmedabad.
Redefining the pace and quality of construction
INDIAN CONCRETE JOURNAL :
Indian Concrete Journal
The "Indian Concrete Journal", the country’s oldest civil engineering journal, continues to be
published by ACC. It reaches out to practicing and consulting engineers, architects, builders,
contractors and government departments. It aims to disseminate the latest information and
technological progress in civil and structural engineering, cement and concrete technologies,
construction methods and practices.
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PRODUCTS : : CUSTOMER SERVICES
ACC is essentially a people’s brand of cement with
more than 80 per cent of sales made through an
extensive dealer network that covers every state in
India. Its customer base represents the masses of India -
individual homebuilders in small towns, rural and semi-
urban India.
Going beyond the supply of cement, we offer ACC Help services to share knowledge about
the process of home building and correct procedures of product usage.
Our Regional Offices have Customer Services Cells manned by qualified Civil Engineers
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who interact with customers to assess their needs and problems, offer advice before and after
sales including educating users and customers on correct usage of cement and concrete and
good construction practices.
ACC reaches out to its customers, home builders and engineers in the following ways:
ACC Help Centres: For personal guidance on the right construction practices.
ACC Help Literature: Easy-to-understand construction guides.
ACC Help Vans : Mobile help services. Our engineers in vans assist you at your site
www.acchelp.in : an interactive website for all your construction related questions.
Indian Concrete Journal : the country’s oldest civil engineering journal
For more information on these services SMS „ACCHELP‟ to 575758 or
send us an email addressed to [email protected]
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PRODUCTS : : QUALITY
Product 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.
ACC has effectively pledged its reputation as the market leader in the quality of cement.
Maintaining this lead calls for harnessing the resources and expertise of the company - from
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 manned by qualified personnel.
As a result of this focus on quality, ACC cement specifications exceed those set by BIS by a
wide margin. Today, all ACC cement 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.
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TO STOCK EXCHANGES
Year 2010
Disclosure under Regulation 7(3) of the SEBI (Substantial Acquisition of Shares and
Takeovers) Regulations 1997
Board of Directors Meeting to be held on 21st October 2010
Appointment of Mr Kuldip Kaura as Chief Executive Officer & Managing Director
Interim Dividend Declared By ACC
Resignation of Managing Director Mr. Sumit Banerjee
Notice of Record date for Interim Dividend
Board of Directors Meeting to be held on 22nd July 2010
Announcement to Members of ACC Limited
Payment of Dividend for year ended 31-12-2009
Announcement to Members of ACC Limited
Payment through National Electronic Clearing System
Appointment of Mr Aidan Lynam as a Director on the Board of Directors of the
company
Board of Directors Meeting to be held on 22nd April 2010
Publishing of financial results
Recommendation by the Board of Directors in respect of final Dividend for the
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financial year ended 31st
December 2009
National Stock Exchange Of India Limited - ACC acquires Encore Cement & Additives
Private Limited.
Board of Directors Meeting to be held on 4th February 20
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ANNOUNCEMENTS : : TO STOCK EXCHANGES
Year 2009
Appointment of Mr Burjor Dorab Nariman as Company Secretary
Changes in Directorate
Unaudited Financial Results for the Quarter ended September 30, 2009
Issue of 3000 secured non-convertible debentures
ACC Board Meeting to be held on 28th October 2009
Financial Results
ACC Board Meeting - 23rd July 2009
Quarterly Compliance Report on Corporate Governance - Clause 49 of the Listing
Agreement
Changes in Directorate
PAN requirement for transfer of shares in physical form
Unaudited Financial Results for the First Quarter ended 31st March 2009
Meeting of the Board of Directors of the Company will be held on Wednesday, 22nd
April 2009
Quarterly Compliance Report on Corporate Governance - Clause 49 of the Listing
Agreement
Publishing of financial results
NSE - Recommendation by the Board of Directors in respect of final Dividend for the
financial year ended 31st December 2008.
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BSE - Recommendation by the Board of Directors in respect of final Dividend for the
financial year ended 31st December 2008.
ACC Board Meeting Notice - 5th February 2009
Changes in Directorate
Unaudited Financial Results for the last quarter December 31, 2008 - Clause 41 of the
Listing Agreement
ANNOUNCEMENTS : : TO STOCK EXCHANGES
Year 2008
Quarterly Compliance Report on Corporate Governance – Clause 49 of the Listing
Agreement
Allotment of 600 shares against exercise of Employees Stock Options
ACC Board Meeting to be held on October 23, 2008
Financial Results
Change in Directorate
Notice of Record date for Interim Dividend
Interim Dividend
ACC Board Meeting to be held on July 24, 2008
Disclosure under Regulation 7(3) of the SEBI(Substantial Acquisition of Shares and
Takeovers) Regulations 1997
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Disclosure of details of acquisition to stock exchanges by target company, in terms of
regulation 7(3) of sebi (substantial acquisition of shares and takeovers) regulations, 1997
ACC Board Meeting to be held on April 24, 2008
Divestment of ACC Machinery Company Limited (AMCL)
Recommendation by the Board of Directors in respect of Final Dividend for the financial
year ended 31st December 2007.
ACC Board Meeting to be held on January 31, 2008
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CORPORATE SOCIAL RESPONSIBILITY
Today we define Corporate Social Responsibility as the way a company balances its
economic, social and environmental objectives while addressing stakeholder expectations
and enhancing shareholder value.
But ACC has undertaken social volunteering practices almost from its inception, – long
before the term corporate social responsibility was coined. The company’s earliest initiatives
in community development date back to the 1940's in a village on the outskirts of Mumbai
while the first formal Village Welfare Scheme was launched in 1952. The community living
around many of our factories comprises the weakest sections of rural and tribal India with no
access to basic amenities.
Corporate Social Responsibility Policy
Community & Rural Welfare
Education
Healthcare
HIV/AIDS - Workplace Policy
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HIV/AIDS treatment - Anti Retroviral Treatment Centres
Disaster Relief
Gujarat Masons‟ Training
Conservation of heritage structures
Global Compact
Support to national Sport
Awards & Accolades
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Development of ACC LIMITED : :
1936 Incorporation of The Associated Cement Companies Limited on August 1,
1936.
1944 ACC’s first community development initiative near Bombay
1947 ACC helps relocate employees and associates during Partition of India –
evacuating them to the new country of their choice.
1947 India’s first entirely indigenous cement plant established at Chaibasa in Bihar
1952 Village Welfare Scheme launched
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1955 Sindri 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.
1961 Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture
Portland Slag Cement for the first time in India.
1965 ACC’s Central Research Station (CRS) established at Thane
1965 Manufacture of Portland Pozzolana Cement.
1968 Advent of computers in ACC for data processing and designing management
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information and control systems.
1968 ACC supplied and commissioned one-million-tonne iron ore pelletising plant
ordered by TISCO
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.
1982 Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka.
1984 ACC achieves a breakthrough in import substitution by developing and
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supplying a special G type of oil well cement to ONGC.
1992 Incorporation of Bulk Cement Corporation of India, a joint venture with the
Government of India.
1993 ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.
1995 ACC selected as Most Respected Company in India by Business India.
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 ACC wins Enterprise Excellence Award from the Indian Insititute of Industrial
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Engineers.
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
Merit – 2004 from Council For Fair Business Practices.
2005 Commissioning of Modernisation 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.
2006 ACC announces new Workplace policy for HIV/AIDS
2006 ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber
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of Commerce and Industry
2006 ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at
Wadi in Karnataka – the first ever such project by a private sector company in
India.
2006 Waste management services launched
2007 ACC partners with Christian Medical College for treatment of HIV/AIDS in
Tamil Nadu
2007 Sumant Moolgaokar Technical Institute completes 50 years and reopens with
new curriculum
2007 ACC commissions Wind energy farm in Tamilnadu.
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2007 ACC ACADEMY opened in Thane, a new centre for training and development.
2007 ACC commissions Wind energy farm in Tamil Nadu and Rajasthan
2008 ACC Cement Technology Institute formally inaugurated at Jamul on July 7.
2008 First Sustainable Development Report released on June 5.
2008 First Sustainable Development Council set up on August 18.
2008 ACC wins CNBC-TV18 India Business Leader Award in the category India
Corporate Citizen of the year 2008
2008 Project Orchid launched to transform our Corporate Office, Cement House into
a green building
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2008 Ladies Clubs of ACC establish their social volunteering and community
welfare wing called ACC AHEAD (Association for Health, Education and
Development).
2008 ACC enters into Public Private Partnership to upgrade seven Industrial Training
Institutes (ITI)
2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for
Fair Business Practices.
2009 The NGO "Karmayog" rated ACC as the best company in the cement industry
in terms of Corporate Social Responsibility.
2009 ACC is allotted coal blocks in Madhya Pradesh and West Bengal.
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2009 Second Sustainable Development Report released as a web update.
2009 Cement House and La Residency transformed into Green buildings with
Leadership in Energy & Environmental Design (LEED) Gold and LEED
Platinum certification respectively
2010 ACC acquires 100 percent of the financial equity of Encore Cements &
Additives Private Limited which is a slag grinding plant in Vishakhapatnam in
coastal Andhra Pradesh. This company became a wholly-owned subsidiary of
ACC in January 2010.
2010 ACC commissions Wind energy farm in Maharashtra
2010 ACC Sustainable Development Report 2009 wins Association of Business
Communicators of India award in the category Environment Communication.
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2010 External assurance for ACC Sustainable Development Report 2009 - ACC’s
sustainability reporting and process was put through external assurance in
accordance with the conventional ISAE 3000 standard and, going beyond that
to meet the requirements defined by AA1000AS and AA1000AS (2008). This
is a maiden achievement for the cement industry.
2010 Wind energy generated by wind farm launched by ACC in 2007 in Tamil Nadu
became eligible to receive Verified Emission Reductions (VERs) which were
traded in the European market.
2010 ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact
Business Performance Social & Environmental Action & Globalization - a
unique award received for the first time
2010 Cement House received 5-star rating from the Bureau of Energy Efficiency
(BEE)
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2011 World's largest kiln installed at ACC Cement Plant, Wade, Karnataka with a
capacity of 12,500 tones per day creating new landmarks for cement industry
2011 Central Control Room Building at ACC Chandra Plant, Maharashtra set up as a
Green building, the first of its kind in an industrial environment
2011 ACC signs MoU with IIT Bombay for research on Sustainable Construction
and Affordable Habitats
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INTRODUCTION TO THE TOPIC
Marketing Mix study of ACC Cement:
Marketing mix basically consist of four factors- Product, Price, Place, Promotion.
Product- The products are ACC Cement.
Price- Pricing is done on the basis of consumer’s pocket.
Place- It was concentrated in the urban area in the past but now both
of these are expanding their market to the rural areas for rural
consumers.
Promotion- Promotion is done through advertisements.
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OBJECTIVES OF THE STUDY
The consumer survey or market research was done with a primary
objective to study about the efficiency of ACC Cement in providing their
products to the consumers & satisfying their needs.
Major objectives were:-
To know the consumers perception regarding the products of ACC Cement.
To know why they prefer ACC Cement products over any other company’s product.
To know their satisfaction level regarding price & place where these
products are available.
To get the main findings based on questionnaire.
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SSCCOOPPEE OOFF SSTTUUDDYY
To keep things in minds that as the ever changing competitive business environment,
new thoughts and ACC Cements should pour into research and development to
innovate its existing product, which should leave behind competitors.
This study enables the user with answers to formulate affective marketing mix
strategy with a broader perspective to tap areas where it does not feel the need earlier,
hence the discussion of whether to penetrate this section or not can be found out at the
end of the data analysis.
It also gives a fair ACC Cement of the potential of a business in the future and the
fluctuation in prices time to time and from product to product.
Special reference is made to the improvement of quality of the product in terms
packaging and product innovation, advertisement, ways and means to cut down
competition.
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OORRGGAANNIIZZAATTIIOONN SSTTRRUUCCTTUURREE
ACC LIMITED has 10 divisions. Every division has managers who are responsible
to general manager. G.M. of every division is responsible to managing director. The
divisional heads of each division shall be responsible for the performance of there respective
division not only at the bead office but also in the units/unions and in the fields. These offices
shall not merely insure the achievement of the targets fixed and implementation of systems
for there functional but promptly attend to the problems of the units/unions.
‘
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The divisional heads shall discharge their duties with in the policies frame laid down
by the managing director & subject to his control & supervision. Only important performance
and control reports, policy matters, question involving exception to approve policy, system
development and other important matters need to put up before the managing director.
Matters before approval and implementation, be routed through the Managing service
division(MSD), which will check the plan to see whether they are in conformity with
cooperate objective, and will see that they are in conformity with other plans and systems and
non contradiction occurs.
The divisional head should see the terms made by them and their officers and
adequate and purposive and designate link officers for each officer in their vision. All letters
to the NDDB shall before dispatch is send to the MSD, which will take speedy clearance at
the appropriate level. A copy of all such letters shall be the CPM section of the
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CONSUMER BEHAVIOUR
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LEARNING OBJECTIVES
After studying this chapter, you will be able to understand:
The terms ‘consumer’ , ‘customer’, ‘industrial buyer’ and ‘motives’
Need of consumer behavioral study, differences between organizational buying
behavior and consumer buying behavior
The nature and model of consumer involvement
Consumer and industrial decision making process and decision rules
Marketing implications of consumer behavior
Study of consumer behavior modeling
An Overview
Consumer behavior is comparatively a new field of study which evolved just after the Second
World War. The sellers market has disappeared and buyers market has come up. This led to
paradigm shift of the manufacturer’s attention from product to consumer and specially
focused on the consumer behavior.
The evaluation of marketing concept from mere selling concept to consumer oriented
marketing has resulted in buyer behavior becoming an independent discipline. The growth of
consumerism and consumer legislation emphasizes the importance that is given to the
consumer. Consumer behavior is a study of how individuals make decision to spend their
available resources.
The heterogeneity among people makes understanding consumer behavior a challenging task
to marketers. Hence marketers felt the need to obtain an in-depth knowledge of consumers
buying behavior. Finally this knowledge acted as an imperative tool in the hands of
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marketers to forecast the future buying behavior of customers and devise four marketing
strategies in order to create long term customer relationship.
Consumer Behaviour
It is broadly the study of individuals, or organizations and the processes consumers use to
search, select, use and dispose of products, services, experience, or ACC Cements to satisfy
needs and its impact on the consumer and society.
Customers versus Consumers
The term ‘customer’ is specific in terms of Company, company, or shop. It refers to person
who customarily or regularly purchases particular Company, purchases particular company’s
product, or purchases from particular shop. Thus a person who shops at Bata Stores or who
uses Raymond’s clothing is a customer of these firms. Whereas the ‘consumer’ is a pe rson
who generally engages in the activities - search, select, use and dispose of products, services,
experience, or ACC Cements.
Consumer Motives
Consumer has a motive for purchasing a particular product. Motive is a strong feeling, urge,
instinct, desire or emotion that makes the buyer to make a decision to buy. Buying motives
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thus are defined as ‘those influences or considerations which provide the impulse to buy,
induce action or determine choice in the purchase of goods or service. These motives are
generally controlled by economic, social, psychological influences etc.
Motives which Influence Purchase Decision
The buying motives may be classified into two:
i. Product Motives
ii. Patronage Motives
i. Product Motives
Product motives may be defined as those impulses, desires and considerations which make
the buyer purchase a product. These may still be classified on the basis of nature of
satisfaction:
a) Emotional Product Motives
b) Rational Product Motives
Emotional Product Motives are those impulses which persuade the consumer on the
basis of his emotion. The buyer does not try to reason out or logically analyse the need for
purchase. He makes a buying to satisfy pride, sense of ego, urge to initiate others, and his
desire to be unique.
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Rational Product Motives are defined as those impulses which arise on the basis of
logical analysis and proper evaluation. The buyer makes rational decision after chief
evaluation of the purpose, alternatives available, cost benefit, and such valid reasons.
ii. Patronage Motives
Patronage motives may be defined as consideration or impulses which persuade the buyer to
patronage specific shops. Just like product motives patronage can also be grouped as
emotional and rational.
Emotional Patronage Motives those that persuade a customer to buy from specific
shops, without any logical reason behind this action. He may be subjective for shopping in
his favorite place.
Rational Patronage Motives are those which arise when selecting a place depending
on the buyer satisfaction that it offers a wide selection, it has latest models, offers good after-
sales service etc. Knowledge of buyer motives of consumers is useful for marketers to
anticipate market trends and formulate effective marketing strategies.
Need for Study of Consumer Behavior
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The study of consumer behavior helps everybody as all are consumers. It is essential for
marketers to understand consumers to survive and succeed in these competitive marketing
environment. The following reasons highlight the importance of studying consumer behavior
as a discipline.
Importance in day to day life
The purpose of studying a discipline is to help oneself to better appreciate its contributions.
The reason to study consumer behavior is because of the role it plays in the lives of humans.
Most of the free time is spent in the market place, shopping or engaging in other activities.
The extra time is usually passed in knowing and thinking about products and services,
discussing with friends about them, and watching advertisements related to them. The usage
of them significantly reveals our life styles. All these reasons suggest the need for study.
However, the purpose may be to attend immediate and tangible reasons.
Pertinence to Decision Making
Consumer behavior is said to be an applied discipline as some decisions are significantly
affected by their behavior or expected actions. The two perspectives that seek application of
its knowledge are micro and societal perspectives.
The micro perspectives involve understanding consumer for the purpose of helping a firm or
organization to achieve its objectives. The people involved in this field try to understand
consumers in order to be more effective at their tasks.
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Whereas the societal or macro perspective applies knowledge of consumers to aggregate-
level faced by mass or society as a whole. The behavior of consumer has significant
influence on the quality and level of the standard of living.
Organizational Buyer versus Individual Buyer
The obvious difference between industrial or institutional markets and consumer markets is
that, instead of purchases being made for individual consumption industrial markets are made
for business use. There are several factors that differentiate consumer markets and their
buying behaviour from organizational market and their buying behavior. The key factors of
differentiation are:
i Market Structure and Demand
ii. Buyer Characteristics
iii. Decision Process and Buying Patterns
i Market Structure and Demand : The distinguishing factors of market structure and
demand are as follows:
In organizations buyers are more geographically concentrated than consumer markets.
Organizational buyers are fewer in number but they are bulk buyers compared to individual
buyers.
Organizational buyer markets are either vertical or horizontal. In vertical structures they cater
only one or two industries, whereas in horizontal structure the buyer base is too broad.
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Organizational demand is derived from consumer demand. The nature of the demand is
fluctuation and inelastic.
ii. Buyer Characteristics: The distinguishing factors of buyer characteristics are as
follows:
Many individuals or group involvement is seen in decision making process.
Organizational buyers are quite knowledgeable and professional.
The buying motive is mostly rational than individual buyer.
iii. Decision Process and Buying Patterns The major differences are as follows:
In organizational buying lot of formalities like proposals, quotations, procedures are to be
followed unlike consumer buying.
Decision process is much complex with high financial risk, technical aspects, multiple
influencing factors etc.
Organizational buying requires more extensive negotiation over larger time period than
consumer buying.
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CONSUMER INVOLVEMENT
Some consumers are characterized as being more involved in products and shopping than
others. A consumer who is highly involved with a product would be interested in knowing a
lot about it before purchasing. Hence he reads brochures thoroughly, compares Companies
and models available at different outlets, asks questions, and looks for recommendations.
Thus Consumer involvement can be defined as heightened state of awareness that motivates
consumers to seek out, attend to, and think about product information prior to purchase.
CAUSES OF CONSUMER INVOLVEMENT
The factors that influences consumer involvement include personal, product and situational.
Personal Factors
Self-concept, needs, and values are the three personal factors that influence the extent of
consumer involvement in a product or service. The more product image, the value symbolism
inherent in it and the needs it serves are fitting together with the consumer self- image, values
and needs, the more likely the consumer is to feel involved in it. Celebrities for example
share a certain self-image, certain values, and certain needs. They tend to use products and
services that reflect their life style. They get highly involved in purchasing prestigious
products like designer wear, imported cars, health care products etc.
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Product Factors
The consumer involvement grows as the level of perceived risk in the purchase of a good or
service increases. It is likely that consumers will feel more involved in the purchase of their
house than in the purchase of tooth paste, it is a much riskier purchase.
Product differentiation affects involvement. The involvement increases as the number of
alternatives that they have to choose from increases. This may be due to the fact that
consumers feel variety which means greater risk.
The pleasure one gets by using a product or service can also influence involvement. Some
products are a greater source of pleasure to the consumer than others. Tea and coffee have a
high level of hedonic (pleasure) value compared to, say household cleaners. Hence the
involvement is high. Involvement increases when a product gains public attention. Any
product that is socially visible or that is consumed in public, demands high involvement. For
example, involvement in the purchase of car is more than the purchase of household items.
Situational Factors
The situation in which the product is brought or used can generate emotional involvement.
The reason for purchase or purchase occasion affects involvement. For example, buying a
pair of socks for yourself is far less involved than buying a gift for a close friend. Social
pressure can significantly increase involvement. One is likely to be more self conscious about
the products and Companies one looks at when shopping with friends than when shopping
alone.
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The need to make a fast decision also influences involvement. A consumer who needs a new
refrigerator and sees a ‘one- day- only sale’ at an appliances retailer does not have the time to
shop around and compare different Companies and prices.
The eminence of the decision heightens involvement. The involvement is high when the
decision is irrevocable, for example when the retailer does not accept return or exchange on
the sale items. Thus involvement may be from outside the individual, as with situational
involvement or from with in the individual as with enduring involvement. It can be induced
by a host of personal-product-and situation related factors, many of which can be controlled
by the marketer. It affects the ways in which consumers see, process, and send information to
others.
TYPES OF INVOLVEMENT
The two types of involvement are:
A) Situation
B) Enduring
Involvement has various facets of consumer behavior such as search for information,
information processing, and information transmission.
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Situational Involvement
Situational involvement is temporary and refers to emotional feelings of a consumer,
experiences in a particular situation when one thinks of a specific product.
Enduring Involvement
Enduring involvement is persistent over time and refers to feelings experienced toward a
product category across different situations. For example, holidaymakers renting a resort for
their trip are highly involved in their choice, but their involvement is temporary. Whereas
involvement of a person whose hobby is bike racing endures overtime and affects his
responses in any situation related to pre-purchase, purchase and post- purchase of sport bikes.
It is observed that involvement is triggered by special situation in the case of holiday makers,
but in the second case, in comes from, and is a part of the consumer.
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RESEARCH METHODOLOGY
Objective of Research:
The main objective of the research in the project was to get the consumer behavior with
respect to ACC Cement. On the other hand, the objective of the research was :
"To evaluate the competitive strength of ACC Cement with respect to the availability of the
stock and analyze the Company strength with respect to the competition. To provide a
feedback on the asset utilization in the market place and how it can be used more effectively
to yield better results."
Type of study :
Descriptive Study
No method known to man entirely eliminates uncertainty. But scientific methods more than
any other method minimize those elements of uncertainty, this results from lack of
information. By doing so it reduces the danger of making a wrong choice between
alternatives of action. This is the theme behind choosing the research ethnology for
attainment of the objective. Thus major purpose of this section is to describe the research
problem in different parts. Every company wants to improve its sales all time according to its
production capacity.
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Research Design :
The design of our research is statistical as it concerns that how many items of ACC Cement
are to be observed and how the information and data gathered are to be analyzed. Research
design is a specification of the methods and of procedures needed for acquiring information
to solve the problem. Research design gives a clear cut picture, how researcher must progress
with research problem. Research design tends to minimize the accuracy of potential errors at
any specified budget level.
Sample Design :
1. For the project we used non probabilistic sampling that can also be termed as
purposive or judgmental sampling as we only targeted the store.
2. For the groceries the sample design was of two types. Firstly, the sample design
was purposive because we targeted only the ACC Cement exclusive outlets.
Secondly, we used the quota sampling method as we targeted factory outlet of
ACC Cement.
Sample Size : 100
A random sample of 100 times was decided to get the require information from the
customers. The sample comprised items of all profiles in a well-defined ratio.
There are two types of research design namely :
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1. Exploratory Research
2. Conclusive Research
Exploratory Research :
It is a type of preliminary research in which the emphasis is on the discovery of new ACC
Cements. Clarification of concepts of formulation of hypothesis. It is done when one has very
little knowledge about the problem which are going to examine. It can be done by survey of
secondary data and survey of different people. it is an informal research.
Conclusive research :
It is used to prove something conclusively. It means the research is to draw some definite
conclusions. It is the most serious type of research and is of two types :
1. Descriptive Research
2. Causal Research
Descriptive Research :
Descriptive research studies are those studies which are concerned with describing the
characteristics of a particular individual or of a group. It include survey and fact finding
enquiries of different kinds. The major purpose of this research is description of the state of
affairs as it exists at present. In social science and business research we quite often use the
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term Ex post factor research for descriptive research studies. The main characteristics of this
method is that the researcher has no control over the variables. He can only report what has
happened or what is happening. Most of the projects are used for descriptive studies in which
the researcher seeks to measure such items as, for example, frequency of shopping,
preference of people.
Causal Research :
It is used for the purpose to test a cause and effect relationship. It is very typical type of
research.
Data Collection Method :
it is necessary to collect accurate data to achieve useful results for this reason. It is helpful to
consider the methods of collecting data and the quality of information that may be expected
to produce. There are two types of data sources (primary and secondary) and observation
methods are two basic methods of collecting data in marketing research.
Primary Data :
Primary data is the data that a researcher themselves by use of survey or interview methods.
It is gathered for specified purpose or for a specific research project. it can be collected by
two research instruments :
1. Mechanical Devices (observation methods)
2. Questionnaire Method
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Observation Method
Observation method is used less frequently in marketing research. In this method, surveyor
or researcher should observe the sampling unit and their behavior with the help of a video
camera. It is a subjective type of method of primary data collection which is used for
exploratory research. It is a time consuming method of data collection.
Questionnaire Method
A questionnaire consists of a set of questions presented to the respondents of their answers.
The questionnaire is the most common instrument used to the collect the primary data.
According to the topic it is necessary to prepare a relevant questionnaire. To find the cold
stock of Pepsi and other Companies the respondents should be asked two type of questions :
1. Close Ended questions
2. Open Ended questions
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CLOSE ENDED QUESTIONS
These are those questions in which all the possible answers are given in the questions. In my
questionnaire, following questions are close ended.
1. What type of music do you prefer while shopping ?
2. What type of promotional scheme attract you most ?
OPEN ENDED QUESTIONS :
Open ended questions are those questions in which respondents should answer in their own
words. These questions are said to be subjective type of questions. In these types of questions
respondents can consume more time or some time they do not like to answer those type of
questions.
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QUESTIONNAIRE
PART-A.
1 . Have you ever purchase a ACC Cement product ?
S.No. Topic Percentage (%)
1 Yes 95
2 No 5
Interpretation :
Most of the person purchase a ACC Cement product in his life.
95%
5%
Yes No
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2. Where do you get the best service from the sales staff?
S.No. Topic Percentage (%)
1 ACC Cement 55
2 Prism 25
3 Birla 15
4 Others 5
Interpretation :
Best service from the sales staff which is given by the ACC Cement.
55%
25%
15%
5%
ACC Cement Prism Birla Others
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3. How many times, a sales staff helps you to select right things ?
S.No. Topic Percentage (%)
1 Every time 35
2 Most of the time 42
3 Sometime 19
4 Never 4
Interpretation :
Most of the time a sales staff helps to select right things.
35%
42%
19%4%
Every time Most of the time Sometime Never
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4. How does your favorite cement store communicate with you ?
S.No. Topic Percentage (%)
1 SMS 10
2 Tele calling 5
3 Bill board 30
4 via e-mail 10
5 Newspaper/magazine 45
Interpretation :
Mostly the cement store communicate with his customer by the Newspaper and
Magazines.
10%5%
30%
10%
45%
SMS Tele calling
Bill board via e-mail
Newspaper/magazine
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5. How many of these mentioned facilities are provided by the store you visit ?
S.No. Topic Percentage (%)
1 Exchange facilities 10
2 Drinking water facilities 20
3 After sales service 10
4 All of these 60
Interpretation :
All facilities are provided by the store to his customers
10%
20%
10%60%
Exchange facili ties Drinking water facilit ies
After sales service All of these
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6. What type of promotional schemes attract you most ?
S.No. Topic Percentage (%)
1 Buy one get one free 15
2 Gift vouchers 5
3 Discount coupons 10
4 Flat discount 50
5 Seasonal offers 20
Interpretation
Consumer attract by the flat discount mostly.
15%
5%
10%
50%
20%
Buy one get one free Gift vouchers
Discount coupons Flat discount
Seasonal offers
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7. I usually watch the advertisement for announcement of sales ?
S.No. Topic Percentage (%)
1 Mostly agree 15
2 Agree 77
3 Disagree 2
4 Mostly disagree 1
5 Neutral 5
Interpretation :
Mostly people agree with watching the advertisement for announcement of sales.
15%
77%
2%1% 5%
Mostly agree Agree Disagree Mostly disagree Neutral
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8. Display of merchandise in the store is -
S.No. Topic Percentage (%)
1 Extremely important 25
2 Very important 60
3 Little important 10
4 not important 5
Interpretation
Good display attract the customer in the store.
25%
60%
10% 5%
Extremely important Very important
Little important not important
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9. How different is ACC Cement Company from other Companies
S.No. Topic Percentage (%)
1 Very different 20
2 Slightly different 60
3 Somewhat different 15
4 Not at all different 5
Interpretation:
Slightly different is ACC Cement Company from other Companys
20%
60%
15%5%
Very different Slightly different
Somewhat different Not at all different
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10. How satisfied were you ACC Cement Company ?
S.No. Topic Percentage (%)
1 Very satisfied 12
2 Satisfied 85
3 Dissatisfied 1
4 Very dissatisfied 0
5 Somewhere in between 2
Interpretation
Mostly people satisfy with the ACC Cement Company.
12%
85%
2%
0%
1%
Very satisfied Satisfied
Dissatisfied Very dissatsfied
Somewhere in between
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11. How would you rate the quality of ACC Cement Company?
S.No. Topic Percentage (%)
1 Excellent 20
2 Good 65
3 Fair 15
4 Poor 0
Interpretation :
Most of the people rate the quality of ACC Cement Company is good in the market
20%
65%
15% 0%
Excellent Good Fair Poor
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FINDINGS
Due to new developing area in future number of outlets may be increase.
Indian are very emotional when it comes in buying of Cement appear all then they
talk to the sales staff of all necessary things including terms and conditions.
Most of the consumer attract to the flat discount. Mostly people believe in ACC
Cement in all area to buy the ACC Cement merchandise in his life.
Mostly the middle class (income family uses the ACC Cement products in
comparison to others.
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LIMITATIONS
Some consumer's were found to be unsatisfied with ACC Cement hence they refused
to keep its merchandise.
Most of the outlets have not all types of merchandise in the store.
Retailers were often busy with their customers, so it was difficult to talk to them and
hence a lot of time was wasted in waiting.
Cement apparel is subject matter of solicitation. It is people's driven industry. In case
of Cement and appraisal, the intangibility of the product is high. People see all
immediate benefit out of it. It is very much like selling a product to someone who
never hopes to use it.
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SUGGESTIONS AND RECOMMENDATIONS
Company personnel must keep on visiting the outlets through the years whether it is
season or off-season.
A survey would have to be done among the consumers to know their choice and
views
Various commitments must be honored and the services should be further improved.
Display stands should be constructed attractive.
Company should be checked time to time by TDM himself for increasing market
supply.
There should sufficient advertisement of the company and about product knowledge.
Some attractive schemes should be provided to the consumers directly.
Schemes must be printed upon the billboard, newspaper and magazines in order to
make it useful for consumers.
The schemes must be communicated properly and should be continued for a longer
period.
Product brochure should be easy to understand.
All terms and conditions should be written in easy language.
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CONCLUSIONS
Though ACC Cement has a good Company image in Varanasi and is enjoying market share
than other Companies, yet there were some problems which act as a hindrance in its
upliftment.
It is very clear that ACC Cement is one of the best Cement as far as quality, transportation
and services are concerned.
ACC Cement have good company which are more popular among consumers than others.
So, if ACC Cement wants to capture more market and to increase it sales then it would have
to cover rural area shops also.
The present scenario the Cement is very important for any person. There are many
companies which is related to Cement but all other companies are not available in rural area.
Whenever 70% population lived in Rural area and majority know about ACC Cement only.
This study shows that expectable trust and long terms relationship. So we have ACC Cement
about company that they should be proper advertisement and easy availability to understand
of products. All facilities should provide in rural areas
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BIBLIOGRAPHY
Magazine :
Research Reporter issue from May, June and July.
Books
Consumer Behavior- Concepts , applications and Cases, M.S.Raju, Dominique Xardel
Research Methodology - C.R. Kothari
Marketing Management - Philip Kotler
Websites :
www.acclimited.com
http://www.understanding-cement.com/
http://www.engineeringcivil.com
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QUESTIONNARE
PART-A
Please tick the response that you agree with :-
1. Do you always go for Cement products ?
a. Cent percent
b. Most of the time
c. 50-50
d. Rarely
e. never
2. Where do you get the best service from the sales staff ?
a. ACC Cement
b. Prism
c. Birla
d. Others
3. How many times, a sales staff helps you to select right things ?
a. Every time
b. Most of the time
c. Sometime
d. Never
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4.How does your favorite Cement store communicate with you ?
a. SMS
b. Tele calling
c. Bill board
d. via e-mail
e. Newspaper/magazine
5.How many of these mentioned facilities are provided by the store you visit ?
a. Exchange facilities
b. Drinking water facilities
c. After sales service
d. All of these
6.What type of promotional schemes attract you most ?
a. Buy one get one free
b. Gift vouchers
c. Discount coupons
d. Flat discount
e. Seasonal offers
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7.I usually watch the advertisement for announcement of sales ?
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
8.Display of merchandise in the store is –
a. Extremely important
b. Very important
c. Little important
e. not important
9.How different is ACC Cement Company from other Companies ?
a. Very different
b. Slightly different
c. Somewhat different
d. Not at all different
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10.How satisfied were you ACC Cement Company ?
a. Very satisfied
b. Satisfied
c. Dissatisfied
e. Very dissatisfied
f. Somewhere in between
11. How would you rate the quality of ACC Cement Company?
a. Excellent
b. Good
c. Fair
d. Poor
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PART-B
Name : ......................................................................
Age : ......................................................................
Gender : ......................................................................
Tongue : ......................................................................
Occupation: .....................................................................
Religious : ......................................................................
Family Income (per month): ....................................................................................
Thank you for your co-operations!!