SUMMER TRAINING

PROJECT REPORT
CONSUMER BEHAVIOUR TOWARDS JAYPEE
CEMENT REWA

PROJECT UNDERTAKEN AT

VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH , SATNA M.P

(VIMR)

YEAR: 2014-15

SUBMITTED BY: GUIDED BY: SUBMITTED TO :

SUDHIR DWIVEDI MR. NEERAJ SAXENA DEPT. MBA
MBA III SEM ASST. PROF. VIMR REWA
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 DECLARATION

I do hereby declare that the project entitled “CONSUMER

BEHAVIOUR TOWARDS JAYPEE CEMENT REWA” a
bonafide record of the work done by me at JAYPEE CEMENT
REWA towards a partial fulfillment of requirement for Post
graduate diploma in Management under the guidance of MR.
NEERAJ SAXENA and this report has not been submitted to any
other university or institute for the award of any degree/diploma
etc.

DATE: SUDHIR DWIVEDI

PLACE-REWA M. B. A. III SEM
VIMR COLLEGE SATNA

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 ACKNOWLEDGMENT

I would like to take this opportunity to express my gratitude and thanks to

MR. …………………………………….. for their great help, guidance and
co-operation during the whole training.

The staff of JAYPEE CEMENT REWA was very

cooperative helpful and gave their full support to me during my summer
training. I would like to take this opportunity to thank them for their
invaluable help and support.

I highly thankful to MR. NEERAJ SAXENA (ASST. PROF.)

MBA VIMR SATNA whose guidance has helped me to understand and
complete my project in a timely and proper manner.

SUDHIR DWIVEDI

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 iNDEX
CHAPTER TOPICS COVERERD PAGE NO.

CHAPTER 1. INTRODUCTION OF THE TOPIC

CHAPTER 2. INTRODUCTION OF THE COMPANY

CHAPTER 3. REVIEW OF LITERATURE

CHAPTER 4. OBJECTIVES

CHAPTER 5. RESEARCH METHODOLOGY

CHAPTER 6. DATA ANALYSIS

CHAPTER 7. FINDING

CHAPTER 8. SUGGESTION

CHAPTER 9. CONCLUSION

CHAPTER 10 BIBLIOGRAPHY

CHAPTER 11 QUESTION

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INTRODUCTION

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Consumer buying behavior is the study of when, why, how, and where
people do or do not buy Product, It blends elements from psychology,
sociology, social anthropology and economics. It attempts to understand the
buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries
to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the

customer playing the three distinct roles of user, payer and buyer.
Relationship marketing is an influential asset for customer behaviour
analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or
buyer. A greater importance is also placed on consumer retention, customer
relationship management, personalisation, customisation and one-to-one
marketing. Social functions can be categorized into social choice and
welfare functions.

Each method for vote counting is assumed as a social function but if

Arrow’s possibility theorem is used for a social function, social welfare
function is achieved. Some specifications of the social functions are
decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity
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and weak and strong Pareto optimality. No social choice function meets
these requirements in an ordinal scale simultaneously. The most important
characteristic of a social function is identification of the interactive effect of
alternatives and creating a logical relation with the ranks. Marketing
provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level,
to the end of the cycle, the consumer (Kioumarsi et al., 2009).

Belch and Belch define consumer behaviour as 'the process and activities
people engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services so as to satisfy their
needs and desires'.'

LACK BOX MODEL

ENVIRONMENTAL BUYER'S BLACK BOX BUYER'S
FACTORS RESPONS
Marketin Environmental Buyer Decision E
g Stimuli Stimuli Characteristi Process
cs
Product Economic Attitudes Problem Product
Price Technological Motivation recognitio choice
Place Political Perceptions n Brand
Promotion Cultural Personality Informatio choice
Demographic Lifestyle n search Dealer
Natural Knowledge Alternativ choice
e Purchase
evaluation timing
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 Purchase Purchase
decision amount
Post-
purchase
behaviour

The black box model shows the interaction of stimuli, consumer

characteristics, decision process and consumer responses. It can be
distinguished between interpersonal stimuli (between people) or
intrapersonal stimuli (within people). The black box model is related to the
black box theory of behaviourism, where the focus is not set on the
processes inside a consumer, but the relation between the stimuli and the
response of the consumer. The marketing stimuli are planned and processed
by the companies, whereas the environmental stimulus is given by social
factors, based on the economical, political and cultural circumstances of a
society. The buyers black box contains the buyer characteristics and the
decision process, which determines the buyers response.

The black box model considers the buyers response as a result of a

conscious, rational decision process, in which it is assumed that the buyer
has recognized the problem. However, in reality many decisions are not
made in awareness of a determined problem by the consumer.

INFORMATION SEARCH

Once the consumer has recognized a problem, they search for information
on products and services that can solve that problem. Belch and Belch
(2007) explain that consumers undertake both an internal (memory) and an
external search.
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SOURCES OF INFORMATION INCLUDE:

 Personal sources
 Commercial sources
 Public sources
 Personal experience

The relevant internal psychological process that is associated with

information search is perception. Perception is defined as 'the process by
which an individual receives, selects, organizes, and interprets information
to create a meaningful picture of the world'

THE SELECTIVE PERCEPTION PROCESS

Stage Description

Selective exposure consumers select which promotional messages they will

expose themselves too.
Selective attention consumers select which promotional messages they will
pay attention too.
Selective comprehension consumer interprets messages in line with their
beliefs, attitudes, motives and experiences.
Selective retention consumers remember messages that are more meaningful
or important to them.

The implications of this process help develop an effective promotional

strategy, and select which sources of information are more effective for the
brand.

INFORMATION EVALUATION
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At this time the consumer compares the brands and products that are in their
evoked set. How can the marketing organization increase the likelihood that
their brand is part of the consumer's evoked (consideration) set? Consumers
evaluate alternatives in terms of the functional and psychological benefits
that they offer. The marketing organization needs to understand what
benefits consumers are seeking and therefore which attributes are most
important in terms of making a decision.

PURCHASE DECISION

Once the alternatives have been evaluated, the consumer is ready to make a
purchase decision. Sometimes purchase intention does not result in an actual
purchase. The marketing organization must facilitate the consumer to act on
their purchase intention. The organisation can use variety of techniques to
achieve this. The provision of credit or payment terms may encourage
purchase, or a sales promotion such as the opportunity to receive a premium
or enter a competition may provide an incentive to buy now. The relevant
internal psychological process that is associated with purchase decision is
integration. Once the integration is achieved; the organisation can influence
the purchase decisions much more easily.

POSTPURCHASE EVALUATION

It is common for customers to experience concerns after making a purchase

decision. This arises from a concept that is known as “cognitive
dissonance”. The customer, having bought a product, may feel that an
alternative would have been preferable. In these circumstances that customer
will not repurchase immediately, but is likely to switch brands next time.

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To manage the post-purchase stage, it is the job of the marketing team to
persuade the potential customer that the product will satisfy his or her needs.
Then after having made a purchase, the customer should be encouraged that
he or she has made the right decision. it is not effected by advertisement.

INTERNAL INFLUENCES

Consumer behaviour is influenced by: demographics, psychographics

(lifestyle), personality, motivation, knowledge, attitudes, beliefs, and
feelings. Consumer behaviour concern with consumer need consumer
actions in the direction of satisfying needs leads to his behaviour of every
individual depend on thinking process.

EXTERNAL INFLUENCES

Consumer behaviour is influenced by: culture, sub-culture, locality, royalty,

ethnicity, family, social class, reference groups, lifestyle, and market mix
factors.

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 FACTORS INFLUENCING THE BEHAVIOUR OF
BUYERS.

Consumer behaviour is affected by many uncontrollable

factors. Just think, what influences you before you buy a
product or service? Your friends, your upbringing, your
culture, the media, a role model or influences from certain
groups?

Culture is one factor that influences behaviour. Simply

culture is defined as our attitudes and beliefs. But how are
these attitudes and beliefs developed? As an individual
growing up, a child is influenced by their parents, brothers,
sister and other family member who may teach them what is
wrong or right. They learn about their religion and culture,
which helps them develop these opinions, attitudes and
beliefs (AIO) . These factors will influence their purchase
behaviour however other factors like groups of friends, or
people they look up to may influence their choices of
purchasing a particular product or service. Reference groups
are particular groups of people some people may look up
towards to that have an impact on consumer behaviour. So
they can be simply a band like the Spice Girls or your
immediate family members. Opinion leaders are those
people that you look up to because your respect their views
and judgements and these views may influence consumer

12
decisions. So it maybe a friend who works with the IT trade
who may influence your decision on what computer to buy.
The economical environment also has an impact on
consumer behaviour; do consumers have a secure job and a
regular income to spend on goods? Marketing and
advertising obviously influence consumers in trying to evoke
them to purchase a particular product or service.

People’s social status will also impact their behaviour. What

is their role within society? Are they Actors? Doctors? Office
worker ? and mothers and fathers also? Clearly being
parents affects your buying habits depending on the age of
the children, the type of job may mean you need to
purchase formal clothes, the income which is earned has an
impact.

TYPES OF BUYING BEHAVIOUR.

There are four typical types of buying behaviour based on

the type of products that intends to be purchased. Complex
buying behaviour is where the individual purchases a high
value brand and seeks a lot of information before the
purchase is made. Habitual buying behaviour is where the
individual buys a product out of habit e.g. a daily
newspaper, sugar or salt. Variety seeking buying behaviour
is where the individual likes to shop around and experiment
with different products. So an individual may shop around
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for different breakfast cereals because he/she wants variety
in the mornings! Dissonance reducing buying behaviour is
when buyer is highly involved with the purchase of the
product, because the purchase is expensive or infrequent.
There is little difference between existing brands an example
would be buying a diamond ring, there is perceived little
difference between existing diamond brand manufacturers.

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COMPANY
PROFILE

15
Culture is the unique collective of shared beliefs, values and customs that influence the
behavior of members in an organization and helps them succeed in achieving the
desired goal.

Jaypee is a single generation enterprise formed in the 1960s that went on to become
one of the most successful Engineering & Construction companies having the distinction
of participation in 54% of hydropower project being d.
Development in the 10 five year plan period…….. ……………………………..

In its journey over the years Jaypee Group has moved through the ups and downs as a
Family of people who are bonded both by purpose and emotions. Yet the journey has
just begun with the goals made higher. The Jaypee Family feels confident of achieving
these goals with the help, support, passion and abilities of both its old and new
members. A confidence that comes from our belief that ‘you have to be the change you

want to see in the world’.

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 Brief History of Chairman/ Founding
Father Shri Jaiprakash Gaur Ji.

With a single minded focus to pioneer a myriad of feats in Civil Engineering, Sh.

Jaiprakash Gaur, the founding father of Jaiprakash Associates Limited acquired a

Diploma in Civil Engineering in 1950 from the University of Roorkee. After a stint with

the Government of UP, he branched off on his own, to start as a Civil contractor in 1958

with the steadfast determination to contribute in nation building. This has been possible

with the active support of his honest and hardworking colleagues..

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 Great Thought of Founding
Father –’Shri Jaiprakash Gaur Ji’

Our organization is proud to participate in nation building right from its inception, and as
India, powered with Will Power of its One Billion Plus people, moves ahead to secure its
deserving place amongst the developed nations of this world, we feel doubly responsible
to make this Group bench mark of how a corporate entity, with blend of inspiring culture
of past, adoption to the prudent changes of modern time can Continue to create value for
all its stakeholders and consistently impacts the live of all, it touches.

Culture of our great country has withstood test of time and contribution of our countless
ancestors at different times in history has been invaluable. India, with its history of trials
and tribulations, has emerged stronger because of the leadership provided in trying
times, binding people with simplicity, and humility for a common goal. An enterprising
team member, you are now part of “JAYPEE PARIVAR”. Our involvement in growth of
this organization with sense of trusteeship shall be supplemented by your determination
to excel in all spheres of working, while serving your country through this organisation.

I believe, collective will of all of you with credible means, upholding valued with we all
cherish, shall make this institution amongst the most admired in the country, in times to
come.

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 The Various Group of Companies

1. JAIPRAKASH ASSOCIATES LIMITED.

2. JAIPRAKASH ASSOCIATES LIMITED
(CEMENT DIVISION)
3. JAIPRAKASH HYDRO-POWER LIMITEDs
4. JP POWER VENTURES LTD & KARCHAM HYDRO CORP LTD
5. JAYPEE VENTURES
6. JAYPEE HOTELS LTD.
7. JAYPEE GREENS LTD.
8. JAIPRAKASH ENTERPRISES LIMITED
9. JIL INFORMATION TECHNOLOGY LTD.
10. JAIPRAKASH SEWA SANSTHAN

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 MAJOR AREAS OPERATION

1. CIVIL CONSTRUCTION.
2. HYDRO POWER CONSTRUCTIO
3. HOTEL AND TOURISM.
4. INFORMATION TECHNOLOGY.
5. EDUCATION.
6. CEMENT.

Civil Engineering & Construction.

Construction of river valley and hydropower projects on turnkey basis and has been in
the business for more than three decades. The company has had the unique distinction
of executing simultaneously 13 Hydropower project.

Spread over 6 states and the neighboring country of Bhutan for the generation of
10,290MW of power. It is only engineering company in India to be assigned ‘CRI’ grade
by ICRA indicating ‘very strong contract execution capacity’ for hydropower being
developed in the 10th Five Year Plan period.

In its journey over the years Jaypee Group has moved through the ups and downs as a
Family of people who are bonded both by purpose and emotions. Yet the journey has
just begun with the goals made higher. The Jaypee Family feels confident of achieving
these goals with the help, support, passion and abilities of both its old and new
members. A confidence that comes from our belief that ‘you have to be the change you
want to see in the world’.

20
Important of Values in Jaypee

Values are the building blocks for determining the kind of organisation one wishes to
nurture and sustain. Values help the organization in strengthening our present so as to
consolidate the organization character. It is about building on our glorious past. We
have an image of the kind of organization that we always wanted to build, have built and
we continue to act in ways that we believe has brought success to us and has always
helped us in our past endeavors.

To be effective, and to support the organization’s culture, we must ensure that:

1. We clearly understand and embrace the organization’s values and beliefs

2. Business practices are carefully aligned with the values and beliefs.
3. Values and beliefs are reinforced in all internal communication.
4. All our actions are consistent with the direction set forth in the values and beliefs.

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 Evolution of Jaypee Values

Jaypee Values describe who we are, how we treat one another, and the way we conduct
ourselves- both in the company and in the community. These values are lived in Jaypee
in some form or the other, since its very inception. Over the years these values have
evolved to reflect our dedication to making a difference for the nation, for our people and
their families, for our customers, for our immediate environment and society at large; and
our commitment to creating sustainable value for our shareholders. And yet, the
foundation and intent of our values and who we are have not changed. Most importantly,
we understand that what matters most is how we live our values.

The values that have been identified as output of the experiences that has shared by our
people who have spent their valuable years at Jaypee. Their stories have helped us
identify themes in our culture and in a structured format, give meaning to certain words
we relate to and have been using for years. We are truly grateful to each one of our
people who have contributed in developing this institution.

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 Indradhanush- the jaypee way of life

The Jaypee way of life can be best represented by the Indradhanush. The Indradhanush
or the rainbow of seven different colours stands for seven values. Seven values that
form the pillars of the entire Jaypee Parivaar are represented by the speaking tree.

In itself the Indradhanush is symbolic of life, vibrancy and optimism. Where every
separate colour is distinct and special yet all of them together make up something even
more beautiful. With the sun that comes out after the rains, the rainbow brings to us the
warmth and hope for brighter times. This optimism is contagious for it spreads across all
those hearts which have seen the rainbow and discovered joy meaning in life afresh.

The philosophy of the Indradhanush has been carried into the form of a tree. Across the
world different trees have different meanings. But one common thought that connects all
trees together is that they all stand for life and by inference, strength and prosperity.

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 ASSOCIATING COLOURS WITH THE VALUES

Violet (Collective Wisdom): Violet is the colour of the higher power. It is

associated with the highest chakra of men which represents thought or consciousness.
Violet represents divine wisdom and connects with knowledge and
Enlightenment.

Indigo (Excellence in Performance): Indigo is the colors of perception or

unlimited power. It symbolizes silence, thought reflection and lives of truth. It signifies a
seeker and is associated with living in the present.
Blue (Credibility): This is the colour of truth and expression, wisdom in life,
tranquility, serenity and personal dignity.
Green (Human Face): The colour green is a manifestation of love and truth as
revealed in deeds and actions. It is the colour of spring, prosperity, healing, harmony
and regeneration of the soul through action.

Yellow (Conviction): Yellow symbolizes intellect, creativity, happiness and the

power of persuasion and self discipline. It is the colour of sunshine, radiance, will power,
intention and outer self expression. It instills wisdom, courage and self-confidence.

Orange (Commitment): Orange is the colour of health, strength, vitality, endurance

and joy. It is the colour of self and represents creative energy. It symbolizes and
individual’s relationship with the external world- the world of work, confidence and
determination.

Red (Leadership by Example): Red is the colour of blood, fire, passion, energy,
strength, action and physical activity. Red is associated with fire and is thus reaching
upwards always. It is the color of the burning radiant sun and rides on the flags of
warriors going into battle and ships sailing towards the unknown horizon.
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Collective Wisdom.

Utilization of knowledge, learning and experience of the team to arrive at a course of

action which facilitates achievement of the desired result in a given situation.

Excellence in Performance.

Performance driven organization which aims for excellence in all activities by:-
1. Ensuring resource optimization and cost effectiveness.
2. Encouraging innovation.
3. Embracing the evolving technologies/ best business practices ploughing back
learning with a view to constantly grow in all areas and create value for all its
stakeholders.

Credibility.

Credibility is providing the assurance of being trustworthy in the eyes of employees,

customers, business associates, shareholders and society at large by consistently
honoring our commitment.

Human Face (Within organization domain).

To consistently display empathy for our fellow colleagues.

1. In finding solutions, with compassion and fair play.

2. In constant pursuit of maintaining harmonious relationships across the entire
spectrum of ‘Jaypee Parivar’.

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Surrounding Environment.

To be a socially responsible corporate citizen by providing assistance in solving the

issues of immediate environment pertaining to the critical essentials, to the extent
possible.

Conviction.

Conviction denotes passion, optimism and positive mind set. It comes from a deep
rooted belief in ability of self and teams, capabilities and strengths of the organization,
reinforced with determination to excel and courage to take decisive actions.

Commitment.

1. with loyalty and sense of ownership towards the organization.

2. with handwork and pro-activeness leading to completion of task to the best of
one’s capabilities in all situations and without compromising on organization
values.

Leadership by Example.

Inspiring the entire team by demonstrating conviction and setting right precedence.
Displaying high degree of involvement by being physical, mental and emotional presence
and ensuring delivery of task in all situations. Possessing clarity of mind and moral
courage to face all situations, gracefully.

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REVIEW OF
LITERATURE

27
 REVIEW OF LITERATURE

A literature review is a body of text that aims to review the

critical points of current knowledge including substantive
findings as well as theoretical and methodological contributions
to a particular topic. Literature reviews are secondary sources,
and as such, do not report any new or original experimental
work. Also, a literature review can be interpreted as a review of
an abstract accomplishment.

Most often associated with academic-oriented literature, such as

a thesis, a literature review usually precedes a research proposal
and results section. Its main goal is to situate the current study
within the body of literature and to provide context for the
particular reader.

A well-structured literature review is characterized by a logical

flow of ideas; current and relevant references with consistent,
appropriate referencing style; proper use of terminology; and a
comprehensive view of the previous research on the topic.

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OBJECTIVE

29
 OBJECTIVES

1. To analyze the sales performance of Jaypee cement in General.

2. To analyze the sales performance of Cement by Jaypee Rewa.

3. To assess marketing strategy adopted by Jaypee Rewa.

4. To analyze the general problems in marketing of cements and specific problems

confronted by Jaypee Rewa.

5. To know consumer preference towards various brands of cement especially

towards Jaypee Rewa.

6. To give specific suggestions for improvement of marketing strategy of Jaypee

Rewa.

7. To gain knowledge about cement industry in Rewa region.

8. To understand and observe the practical work in such a giant organization.

9. To study customer perception.

10. To research over customer perception about cement purchasing in Rewa region.

11. To have the direct contact with the employees.

Here the study is important as it bridges down the gap between theoretical
knowledge & practical experience for a fieldwork.

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 RESEARCH
METHODOLOGY

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 RESEARCH METHODOLOGY
Methodology for the project can be understood the following heads:-

RESEARCH DESIGN: -
A research design is the basic plan that guides the collection, measurement and
analysis of data. Decision regarding what, when, where, how much and by what
means concerning a research study constitute a research design. In other words
research design is the framework the specifies the type of information to be
collected the source of data and the procedure of data collection.

TYPE OF RESEARCH: Researcher used Descriptive Research

SAMPLE DESIGN:-
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or procedure the research would adopt in selecting items for
the sample. Researcher must select / prepare a sample design that would be reliable
and appropriate for this research study.

TYPE OF UNIVERSE:-
The first step in developing the sample design is to clearly define the set of
objectives i.e. the universe. The universe in this project is all the population of
Rewa city was consider as universe.
 Sample Size: - It refers to deciding how many people to be surveyed during
the study. Researcher planned to serve 25 people of urban area and 25 people
of rural area of Rewa city.

 Sample Unit: - It refers to taking decision that who is to be served, i.e. the
target population. During my study & survey customers of cement in urban
and rural area.

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

 Random Sampling: - Random sampling from a finite population refers to

that method of sample selection which gives each possible sample
combination an equal probability of being picked up and each item in the
entire population to have an equal chance of being included in the sample.

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 DATA COLLECTION METHOD
In a real life problem it is often found that the data at hand is inadequate, hence it
become necessary to collect data that is appropriate. There are several ways of
collection data.

1. Primary Data: The primary data are those which are collected a fresh and for
the first time and thus happen to be original character.
* Primary data is collected through questionnaire. It is consider as a heart of survey.
It consists of a number of questions printed on typed in a definite order on a form or
set of forms. The respondent has to answer of their own.

2. Secondary Data: The secondary data are those which have already been
collected by someone close and which have already been passed through the
statistical process.
Concerned websites:
www.jaypeecement.com
www.google.com
Library books
 Research methodology, C.R. Kothari
 Consumer Behavior
 Organization Behavior, L.M. Prasad

34
 DATA
ANALYSIS

35
 FREQUENCY TABLE, GRAPH & INTERPRETATION

Which brand of cement you have purchased?

TABLE-1

Frequency Percent
Jaypee 33 66.0
Lafarge 7 14.0
Maihar 9 18.0
Others 1 2.0
Total 50 100.0

INTERPRETATION

Among the total 50 respondents, 66% has been purchased JAYPEE cement, 18%
MAIHAR, 14% LAFARGE & 2% of respondent has been purchased other brands
of cement.

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 From where from do you buy normally cement?

TABLE-2

Frequency Percent
local supplier 27 54.0
company authorized dealer
1 2.0
exclusive dealer 1 2.0
dealer dealing with building
materials along with cement 21 42.0

Total 50 100.0

INTERPRETATION

Among the total 50 respondents 54% are normally purchasing cement from Local
supplier, 42% are purchasing from the Dealer who dealing with building material
along with cement, just 2 % of them are purchasing from Company authorized
dealer, and just 2% of them prefer to purchase from Exclusive dealer.

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Does Influencers play a vital role?

TABLE-3

Frequency Percent
yes 40 80.0
no 10 20.0
Total 50 100.0

INTERPRETATION

Among the total 50 Respondents 80% of them say that Influencer plays a vital role
while choosing cement brand for purchase, however 20% of them are not agreed
that Influencer plays any role while choosing any cement brand.

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 Whom do you consult for purchasing cement?
TABLE-4

Frequency Percent
Mason 28 56.0
Engineer 6 12.0
friends & relatives 14 28.0
a neighbor who has recently
constructed his house 2 4.0

Total 50 100.0

INTERPREATATION

Among the total 50 Respondents, 56% of them consults Mason while purchasing
cement, 28% of them consults their Friends & Relatives,12 % of them purchase
after consulting Engineer /Architect/Cement dealer & the most surprising part in it
that only 2% of them consult their neighbor who recently constructed his house .

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 Are you brand conscious?
TABLE-9

Frequency Percent
Yes 37 74.0
No 13 26.0
Total 50 100.0

INTERPRETATION

Among the total 50 Respondents, 74% said that they are brand conscious they only
go for branded product, however 26% said that they are not brand conscious.

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 Which is the best mode of advertisement?
TABLE-11

Frequency Percent
Television 34 68.0
shop paintings 6 12.0
Hoardings 7 14.0
wall paintings 3 6.0
Total 50 100.0

INTERPRETATION

Among The total 50Respondents, 68% said that Television is the best mode of
advertisement and Television advertisement influence him more, however there are
14% of Respondent they said that Hording is the best mode of Advertisement , 12%
of them said that Shop painting is the best mode and finally 6% said that wall
painting is the best mode of advertisement.

Is there any relation between the colour of the cement with its price and its
quality in your opinion?
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TABLE-12

Frequency Percent
yes 12 24.0
no 38 76.0
Total 50 100.0

INTERPRETATION

Among The total 50 Respondents only 24% said that, there is a relationship
between colour of the cement with its price and its quality, however 76 % said that
there is no relationship between colour of cement with its price and its quality.

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Does a branding/promotional activity improve the visibility and enhance the
sale of a cement brand?
TABLE-13

Frequency Percent
yes 3 6.0
no 47 94.0
Total 50 100.0

INTERPRETATION

Among the total 50 Respondents, A lots of Respondent, 94% said that

Branding/promotional activities Doesn’t make any difference to sale and visibility,
However only 6% said that its effect.

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 Has any company official visited your site?
TABLE-14

Frequency Percent
yes 1 2.0
no 49 98.0
Total 50 100.0

INTERPRETATION

Among the total 50 Respondents 2% said that company officially Visited their site,
however 98% said that no one come officially to their site from cement company.

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Have you attended any meeting with any cement company?
TABLE-15

Frequency Percent
Yes 1 2.0
No 49 98.0
Total 50 100.0

INTERPRETATION

Among the total 50 Respondents 98% haven’t attend any cement company meeting
however only 2% of them are attended the cement company meeting.

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 FINDINGS

1. Customers firstly prefer quality for choosing cement.

2. Price is the second most important factor in choosing cement brand.

3. Brand name is also preferred factor by the respondents. Mostly, Jaypee and
Maihar are well famous brands.

4. In rural area Jaypee Cement and is more preferred on quality point of view.

5. Jaypee is sometime preferred by customers and reason behind is the greater

advertising & thinness in the products particle.

6. In urban area Jaypee and Maihar Cement is highly preferred a quality and
strength point of view.

7. In rural area customers are not very much aware of strength quality of
cement.

8. In rural areas people are not aware of all Brands.

46
 SUGGESTIONS

1. The company should adopt proper advertising strategies.

2. Quality of cement should be improved.

3. Companies should maintain sound customer relation.

4. Different brands should be available in all shops of rural area.

5. Strength of cement should be improved.

6. Time to time suggestions from customer should be taken through feed back
form.

7. Different discount schemes should be launched for customers benefits

8. For advertising different media should be used which are easily available in
rural areas.

47
 CONCLUSION

The finding of the survey is enough proof to show that Jaypee cements ranks
high in quality, composition etc., It is observed that Jaypee cement has a
maintained better product image among the person who have used it and are using
it. The company has also vast network of salesmanship no doubt these things will
have a long way in improving not only product image but also the corporate image.
But in competitive field one should not satisfy himself with present performance.
In order to maintain higher competitive efficiency there should be continuous
product planning and market improvement.

Jaypee cement producer and their dealers in Satna city may consider the
preference analysis in the report and suggestions given in the report for achieving
higher standards of marketing performance in the future.

48
 BIBLIOGRAPHY
BOOKS

 Agarwal, P.K., Marketing Management, Pragati Prakashan, Meerut,

Second Edition 1999

 Gupta S.P., Statistical Methods, Sultan Chand,Thirty-Fourth,2005

 Kotler, Philip, Marketing Management, Pearson Education (Singapore)

Pte. Ltd; New Delhi, Eleventh Edition.

 Kothari C. R., “Research Methodology” Methods & Techniques, New

Age International Publishers, New Delhi, Second Edition.

WEB SITE SAMPLE:

 www.jaypeecement.com
 www.google.com

QUESTIONNAIRE

49
Dear Respondent, please answer the following Question:-
Name of the Respondent:- ___________________________________________
Mobile No: ______________________________ Location:_________________
Q1. Which brand of cement you have purchased?
a) JAYPEE
b) LARARGE
c) MAIHAR
d) OTHERS

If other please specify:_____________________________

Q2. Give Reason for the Preference Of this brand?

Q3. Where from do you normally buy this cement?

a) Local supplier but not a dealer(sub- dealer)
b) Company authorized dealer
c) Exclusive dealer
d) Dealer Dealing with Other Building Materials Along with cement.

Q4. Does Influencer play a vital Role For purchase of any brand of cement?
a) Yes
b) No

Q5. While purchasing cement & building materials whom Do you consult?
a) Mason
b) Engineer/ Architect/ Cement dealer
c) Friends and Relatives
d) A neighbor who has Recently constructed his house

Q6. Which brand of cement available in the market from following?

a) JAYPEE

50
 b) LARARGE
c) MAIHAR
d) OTHERS
e) If others please specify____________________________

Q7. What come to your mind when I say JAYPEE cement, choose one of the
following?
a) Good brand name
b) Affordable Price
c) Good quality product
d) All of the above

Q8. Which cement company provides good logistic support from the following?
a) JAYPEE
b) JAYPEE
c) JAYPEE
d) MAIHAR
e) LAFARGE

Q9. Which cement company is known for its brand name in market?
a) JAYPEE
b) JAYPEE
c) JAYPEE
d) MAIHAR
e) OTHERS

If other please specify____________________________________

Q10. Are you brand conscious?
a) Yes
b) No

Q11. If yes then which brand you prefer the most? Choose one of the following.

51
 a) JAYPEE
b) JAYPEE
c) JAYPEE
d) MAIHAR
e) OTHERS

If others please specify________________________________

Q12. Which is the best mode of advertisement in creating customer demand in

your opinion?
a) Television
b) Shop painting
c) Hoarding
d) Wall printing

Q13. Do you stock cement in your site?

a) Yes
b) No

14. Rate the following on the scale of 1-6 Jaypeeording to customer preference
of brand 1 being the highest?
JAYPEE JAYPEE MAIHAR LAFARGE
JAYPEE
Rating

Q15. Is there any relation sheep between the colour of the cement with its Price
and its quality in your opinion?
a) Yes
b)No

52
If yes give your
opinion_________________________________________________
__________________________________________________________________

Q16. Do branding / promotion activities improve the visibility and enhance the
sale of a cement brand?
a) Yes
b)No

Q17. Has any company officially visited your site?

a) Yes
b)No

Q18. Have you attended any meeting with any cement company?
a) Yes
b)No

Q19. If yes, is it useful for you? Why?

Q20. Which brand of cement you are able to purchase on credit basis? Choose
one of them.
a) JAYPEE
b)JAYPEE
c) JAYPEE
d)MAIHAR
e) OTHERS

If others please
specify________________________________________________________
Q21. Any suggestion by which company can respond more to consumer like
you?

53