Professional Documents
Culture Documents
Customer Satisfaction Towards A Particular Company
Customer Satisfaction Towards A Particular Company
Submitted By
MOHAMMED AHEMAD RAZA
(H.T.No. 217012672065 )
DECLARATION
I MOHAMMED AHEMAD RAZA (H.T. NO. 217012672065) studying MBA
final year in VISHWA VISHWANI INSTITUTE OF SYSTEMS AND
MANAGEMENT, hereby declare that this project report by name A STUDY
ON CUSTOMER SATISFACTION TOWARDS CEMENT PRODUCTS
WITH REFERENCE TO AMBUJA CEMENT has been prepared with due
diligence maintain full originality, as a part of partial fulfilment for the award of
the Master in Business Administration.
Date:
Place: Hyderabad
CERTIFICATION
Internal Guide
External Guide
ACKNKOWLEDGEMENT
I would like to express my gratitude for all the people, who extended unending Support at all
stages of the project.
I take this opportunity to thank our Dean, Dr.Sabyasachi Rath and Head of the department Dr.M.
Madana Mohan.
This report is a product of not only my sincere efforts but also the guidance and morale support
given by the management of Vishwa Vishwani Institute of System And Management.
I express my sincere gratitude to my guide Prof. K.Venkata Lakshman for sparing his valuable
time in giving the valuable information and suggestions all through, for the successful
completion of the project.
Last but not least, I express my sincere gratitude to all the employees at Ambuja cement who
have directly or indirectly contributed to the successful completion of the project.
CONTENTS
CHAPTER-1
INTRODUCTION
1.1 General
1.2 Need of the study
1.3 Scope of the study
1.4 Industry profile
1.5 Company profile
CHAPTER-2
LITERATURE REVIEW
CHAPTER-3
PAGE NO.
01
02
03
04 16
17 21
22 - 26
DESIGN
27
27
27
28
28
29
29
29
29
30
36 46
SUMMARY OF FINDINGS
47
SUGGESTIONS AND
RECOMMENDATIONS
CHAPTER-7
6.1 Recommendation
6.2 Conclusion
Bibliography
Annexure
48
49
50
51 - 53
EXECUTIVE SUMMARY
The project was carried out at Ambuja cements Ltd. At Raipur region. As my project topic
suggests, I have tried to find out the customer satisfaction of Ambuja cements. CHANGE IN
PRICE OR IMPROVEMENT IN THE QUALITY OF THE CEMENT ETC. The quality of the
5
cement
and
for
this
purpose
people
from
different
were
chosen
like
general
customers,dealers,,bulk consumers etc. have used questionnaire and other scientific tools like
personal Interviews and telephonic interviews to know about the customer mood and the I have
also tried to find the market potential of AMBUJA Cement in Raipur for this I had conducted
market research in different parts of Raipur For this I met different dealers, retailers and as well
as industrial bulk suppliers In different parts of the Raipur.
This study includes direct interaction with the customers and this helps us to know the
SATISFACTION LEVEL to great accuracy. This is of great importance to the company which
will know about the customer preference to buy a particular brand.
The company will gain information about customers preference depending on the following
factors:
Price factor
Fineness of the cement
Setting time
Attractive packaging
Brand image-one of the important factor
CHAPTER - I
1. INTRODUCTION
1.1 General:
A market survey is a tool used to gather information about existing or customers
satisfaction in a certain market or population. Researchers select a sample of
customers from the population. The information from the survey is then used to assess
attitudes and beliefs, and in turn predict market behavior. Marketing is a social process
by which Dealers, builders, architecture individuals Consumers obtain what they need &
7
want through creating offering, & freely offering product & services of value with other. It
is the art & science of choosing target makers & getting keeping & growing customers
through creating delivering & communicating superior customer value. Consumers have
their own way of making purchase decisions.
Today in the market there is tough competition and the technologies are changing day
by day, to become successful in modern market the business organization have to be
customer orientated organization have to look after for building customers.
The information about the market was gathered by visiting customers in the market.
While doing the project attempt was made to get correct information from the customers
in the market. After collecting the detailed information about the market analysis has to
be done, the finding and result of the project work is given later in research report.
If the performance matches the customers are highly satisfied. If the performance is
beyond his expectations the customer is thrilled.
Customer satisfaction is customers positive or negative feeling about the value that was
perceived as a result of using particular organization.
price factors
fineness of the cement
setting time
attractive packaging
9
brand image
quick delivery time
wide availability
So, scope of this study is to achieve customer satisfaction because
customer satisfaction and quality maintenance is companys primary
objective.
INTRODUCTION
The Indian Cement Industry is the worlds second largest producer of cement in the
world just behind China, but ahead of the United States and Japan. But, per capita
production and consumption are low as compared to the world standards. On the
technological front, Indian cement Industry can be regarded as highly competitive and is
comparable with the best in the world in terms of quality standards, fuel consumption
etc. Indian cement plants, which depended heavily on wet technologies in the sixties
and seventies, have subsequently shifted to modern energy efficient dry technologies.
This trend is more perceptible in the last decade. The latest surge in the demand for
10
cement is driven by the boom in the housing sector and infrastructure sector. It is
consented to be a core sector accounting for approximately 1.3% of GDP and
employing over 0.14 million people. The post deregulation scenario is marked by major
reorganization of many of the capacities in the Indian cement industry. Consolidation
has become the latest buzzword of the industry. Acquisitions, mergers and demergers
have been the order of the day for the industry. Many major Indian players have
acquired small companies and MNCs have also entered the industry through have
acquisitions route.
EXPORT
The export of Indian cement has increased over the years mostly after
decontrol, giving the much-required boost to the industry. The demand for cement
is a derived demand, for it depends on industrial activity, real estate, and
construction activity. Since growth is taking place all over the world in these
sectors, Indian export of cement is also increasing. India has an immense
potential to tap cement markets of countries in the Middle East and South East
Asia due to its strengths of location advantage, large-scale limestone and coal
deposits, adequate cement capacity and production of world-class quality of
cement with the latest technology.
Hence, the firms in the industry are capitalizing on the opportunities, provided by
the government accompanied by favorable economic conditions. This is evident by
the data, which shows negative ACGR of -5.52% in the control period because
of highly protected markets. The average export volume in the period was
around only 1.7 lakh tonnes cement.
PRODUCT DIFFERENTIATION
India
is
producing
different
varieties
of
cement,
based
on
different
strictly under BIS (Bureau of International Standards) specifications and the quality
is comparable with the best in the world.
In an environment of growing competition witnessed in the post decontrol era, one
of the major developments has been the introduction of higher grades of cement.
Grade is the 28 days compressive strength of Ordinary Portland cement, when
tested as per Indian Standards under standard conditions.
Depending upon the strength requirement, OPC is thus classified as OPC-33
grade, OPC-43 grade and OPC-53 grade. However, realization is growing fast
amongst the consumers at large, that the properties of durability are of greater
importance than strength.
12
The introduction of precast / prestressed sleepers for the railways necessitated the
production of a special grade ordinary portland cement because with the then available
cement, it was not possible to obtain the desired strength as well as the rate of gain of
strength for the production of sleepers. Cement industry was permitted to manufacture
the special grade ordinary portland cement and it was commonly known as sleeper
cement.
Subsequently, the Bureau of Indian Standards came forward to grade the ordinary
Portland cement into grade 33 cement, grade 43 cement and grade 53 cement. This
grading closely followed the U.K. grading which was 32.5, 42.5 and 52.5 as well as
62.5, some of Indian companies are also trying to make and persuade the Bureau of
Indian Standards to introduce grade 63.
These higher grades of cements are specifically introduced to cater to the needs of the
industry engaged in the construction of long span bridges, high rise structures and other
structures of gigantic magnitude requiring high grades of concretes. With the cement
then available, it was very difficult to design a mix for obtaining concrete of grade 4.5
and above commonly used in such structures. Hence, Bureau of Indian Standards
classified ordinary portland cement into the above 3 grades that is now available in the
market.
After total de-control of cement industry in 1989 and abolishing of licensing system for
setting up of cement plants in 1992, there has been phenomenal growth in the
production of cement. With the many fold increase in the production of cement, cement
manufacturers adopted an aggressive marketing strategy, each projecting their product
as the best. Manufacturers of 53 grade cement invaded the market and created an
impression amongst the consumers that 53 grade OPC could be used by them as it is
the best cement and grade 33 and grade 43 cements, are inferior.
In fact, all cements are one and the same but for minor changes in the characteristics.
Grade 33 cements would meet the structural requirements of ordinary and small
scale consumers.
14
Grade 43 cements may be utilized for precast concrete production besides the
sleeper manufacturers and other building components producers.
The common man's perception that 53 grade cement is the best cement is not only due
to the aggressive marketing strategies of the cement manufacturers but also on the
presumption that the heat generated during hardening of concrete is an index of its
quality. When 53grade cement is used the heat generated is very high. Hence,
Consumers believe that it is a better cement when actually it is not so. Each cement has
to be chosen for a particular use.
While 53grade cement is actually best only for producing concretes of grade 53 and
above, it is not to be used in ordinary structures where concrete grade 20 is normally
adequate.
The total de-controls and competition amongst manufacturers and the market forces
have actually eliminated 33 grades in the market. It may be necessary to enforce the
partial regulation or self-discipline among the manufacturers of cement to produce at
least 1/3rd of the cement in the OPC category as grade 33 cement and 1/3rd another as
grade 43 cement and balance 1/3rd as grade 53 cement and partially regulate the price
for these 3 grades so that, in the market 33 grade cement will become available to the
common consumer.
Though originally introduced to save energy in the cement plants and to make use of
the available industrial by products, research and experience have shown that blended
cements have more durability characteristics than the OPC of even higher grades.
Cement is primarily used to produce concrete. Concrete is mainly produced in ready
mixed plants the world over. Most of the producers of the concrete use OPC and a
substantial quantity of cementitious materials like pozzolana or granulated blast furnace
slag. In countries like U.S. and U.K. where 90 percent of the concrete produced is in the
15
ready mixed plants and the cementitious materials are blended in the concrete plants
rather than in the cement manufacturing units.
In India ready mixed concrete has just had the beginning. The blending of cementations
materials at site is not advisable now. Hence, blended cement production is very
essential. At present production of blended cement is around 30 percent. This has
naturally to increase to at least 50 per cent.
The blended cement does not gain strength immediately and also do not generate heat
like OPC. Hence, the common belief has been that blended cement is inferior cement.
Actually it is not so. No doubt, the rate of gaining strength is slow in the case of blended
cement. But, ultimately, in the long run it gains as much strength as any OPC. Blended
cements give better workability in fresh concrete and during the hardened stage, give
better durability. The consumer is to be adequately educated on the advantages of
blended cement. The reluctance on the part of builders to opt for blended cement is to
an extent justifiable because many builders were forced to use PPC when the
production of PPC was as high as 76 percent during the control days.
They found to their dismay that they have to retain their shuttering for much longer
duration and sometimes the quality of PPC was of doubtful nature because the fly ash
blended with the PPC was of varying quality. However, of late, the selection of
pozzolanic materials has been more stringent and the quality of blended cement is more
consistent.
The builders can shed their past memories and start using blended cement.
Manufacture of blended cement results in substantial savings in energy and product
cost. Hence, industry must pass on to the consumers the benefits derived to the users
of blended cement.
In short, every cement has its own role to play and there is no reason to believe one
cement is superior to the other cement. For ordinary structure .OPC grade 33cement or
PPC could meet the requirements. For producing concretes of higher grades, mixes
16
Portland Blast Furnace slag cement (PBFSC): The rate of hydration heat is
found lower in this cement type in comparison to PPC. It is most useful in
massive construction projects, for example - dams.
Rapid Hardening Portland cement: The texture of this cement type is quite
similar to that of OPC. But, it is bit more fine than OPC and possesses
immense compressible strength, which makes casting work easy.
17
Oil Well Cement: Made of iron, coke, limestone and iron scrap, Oil Well
Cement is used in constructing or fixing oil wells. This is applied on both the
off-shore and on-shore of the wells.
Asset utilization,
Efficiency
We believe that the cement industry is concentrated on asset utilization with some level
of efficiency. The main reason for this location is that cement companies are focused in
minimizing cost based on the economies of scale generated by their investment in large
manufacturing plants. This is a given condition for all large cement companies in the
19
industry. Some cement companies are moving towards the other operational objectives
to gain differentiation in the market. One key success factor is the required supply chain
transformation to support this decision.
SUPPLY CHAIN OPERATING MODEL OF CEMENT (PROCESSOR ANALYSIS)
Cement industry planning process is centralized and optimization oriented. There is no
constraint in the availability of cement main raw materials with the exception of some
countries where subsoil ownership regulations applied. Cement manufacturing is capital
and energy intensive where cement truck delivery is restricted due to its low value-to-weight
ratio.
Cement can be characterized as bulk and bagged as shown below. Bulk cement is
dominant in developed countries and its demand is generated by large construction
companies and government. Bagged cement is dominant in emerging markets and is
generated by Do-It-Yourself (DIY) customers and small contractors. Relatively speaking,
bulk cement is functional while bagged cement is innovative. Functional products should
20
have an efficient supply chain while innovative products should have a responsive
supply chain.
LOGISTICS ISSUE
Besides strong demand, eastern and northern region also witnessed price hike due to
wagon unavailability and logistics issues, while demand in southern and the western
region remained tepid ,declining off-take from the government infrastructure spending.
The capacity utilization continued to remain higher as the new capacities that came on
stream where not fully stabilized and as it happens we may expect falling capacity
21
utilization levels and consequent impact on pricing and margins. Cement manufacturing
is capital and energy intensive where cement truck delivery is restricted due to its low
value-to-weight ratio. Functional products should have an efficient supply chain while
innovative products should have a responsive supply chain.
Two alternatives were proposed to migrate from BTS (Build to Stock) to CTO (Configure
to order), moving the push-pull boundary back in the cement supply chain. First, Grindto-Order where cement is kept in clicker (intermediate product of the cement
22
24
Cement is a commodity, sold largely on price. Ambuja Cement was the first company to
create a brand out of cement and command a premium.
It was also the first to introduce a special cell, providing technical services to consumers
and masons. Today, this has become the norm in cement marketing.
The trick of course was to provide a consistently high quality of cement, backed
by excellent service. This was reinforced by a strong dealer network. The result is
that customers are ready to pay 2-3% premium for Ambuja Cement for the value they
receive. Ambuja Cement is the top brand in Western, Northern, Central and Eastern
India.
Exports
Ambuja Cement exports almost 17% of its production in a very competitive international
environment. For the last ten years, Ambuja Cement remains Indias highest exporter
of cement.
This has been possible for two reasons
1 The quality of cement matches the best in the world.
2 The dedicated bulk cements transportation capability at our Gujarat plant.
The Environment
From the outset, Ambuja has believed that a cement plant cannot flourish at the cost of
the environment. Thats why it adheres to the most rigorous international environmental
norms. The pollution levels at all its cement plants are even lower than the rigorous
Swiss standards of 100 mg/NM3 .At the Gujarat plants, surface miners have been
employed to scrape the surface of the mines.
Thus ensuring that all the mining is totally blast free.There is no noise or air pollution.
Similarly at the Himachal Pradesh plant, Ambuja has employed techniques that have
made mining absolutely safe and pollution free. Not surprisingly then, the company has
25
consistently won awards for its pollution free plants. Awards as prestigious as the
National Award for Outstanding Pollution Control and The Eco-Gold Star of Tata Energy
Research Institute (TERI).
Kilometer conveyor belt running through three hills was constructed in just 9
months.
Introduced complete blast free limestone mining by using the surface miner in
limestone mining for the first time in India.
26
Created water reservoirs in used up mines and raised the water table in arid
areas.
Our plants have achieved the lowest pollution levels comparable with the
strongest Swiss standards.
Recognition
National Award for outstanding pollution control by the Prime Minister of India.
27
Technical Details
Established 1986.
28
CHAPTER - II
REVIEW OF LITERATURE
Marketing is The management process which identifies anticipates and supplies
customer requirements efficiently and profitably.
Marketing is a total system of interesting business activities defined to Plan, piece,
promote and distribution want satisfying products & services to present and potential
consumers
Marketing is the performance of business activities that direct the follow of goods and
services from the producer to the consumer or user
A social and managerial process, by which individuals and groups obtain what they
need and want, through creating and exchanging product and value with others.
29
Customer satisfaction begins with a difficult faith; it starts with a commitment to deliver
the result for each customer which is also a concern of the dealers. Hence for a
manufacturing company, in order to satisfy its customers, it is highly important to satisfy
its dealers, as they are the direct customers to them. Establishing satisfaction as the
ultimate goal is like the other ultimate goals of business pursuit of higher profits or
shareholders wealth. Perfect dealer service or satisfaction is one that meets the
combined need satisfaction is a systemized service that involves the entire organization.
But many organizations have yet to develop this kind of awareness of dealer
satisfaction strategy.
Dealer Satisfaction begins with the following specific assumptions about companys
relationship with the customers.
1. The dealer service activities focus mainly on existing dealers.
2. Some dealers are more important than others
3. They are the assets.
4. The dealer is always specific.
The dealer needs and value should influence every aspect of the organization strategy,
employee safety and performance, product and organization strategy, employee safety
and performance, product and service development, sales and marketing programs,
operational procedures and information and measurement system.
Understanding the dealer is critical to the success of any customer focus initiative, the
first step in understanding the dealers is to listen to them.
A company needs to hear what its dealers are saying about its people, product service
and vision. Their information helps to develop meaningful product and service.
to me. In the past, dealer satisfaction and service was the responsibility of a separate
organization that supported the dealer primarily after the sale.
Today, service is also likely to be interested with the every product accompany offers.
High dealer satisfaction comes from providing effective services. But giving that service
is a continuous activity. It means being efficient, reliable, courteous, curing and
professional every time.
model
for
information
technology
continuance
.The
33
Sweden, the 1991 results show a slight increase in CSB, which should have a positive
effect on the general economic climate.
Richard Oliver (2000) Response determinants in satisfaction judgment, examines that
the effects of five determinants of satisfaction are tested as well as individual differences
in satisfaction formation. Manipulations of attribution, expectancy, performance,
disconfirmation, and equity are written into stock market trading scenarios in a full
factorial design. Results show that all main effects and four ordinal two-way interactions
are significant. Then, an individual level analysis is performed on the repeated
measures data. Three clusters of subjects sharing
Similar response tendencies (disconfirmation, performance, and equity) are identified
and related to investment attitudes, outcome attitudes, and demographics. No
consistent relationships are discovered, suggesting that the response differences reflect
deeper behavioral tendencies. Implications of this approach for satisfaction paradigms,
satisfaction theory, and individual satisfaction response orientations are presented.
34
CHAPTER - III
35
To find out the customer satisfaction level through scientific tools like interviews
and questionnaire.
To finding the customer satisfaction level through direct interaction with the
knowing their preference. This will include all the processes like asking
questions from the customer through questionnaire which will be included in the
primary survey once the primary survey is done.
Wholesale -------10%
Industrial bulk consumer-----20%
General consumer------30%
The survey was descriptive and sample chosen was mainly on the judgments of the
researcher with the help and proper consultation of project guide.
In this kind of sampling method, the population elements are based on the judgments of
the researcher. The researchers exercises judgment or expertise chooses the elements
to be included in the sample, because he or she believes appropriate.
In this survey, visited the dealers of the cement also to know the strategy of the
companies, especially Ambuja cement to satisfy the customer as they buy the cement of
any particular companyThe main purpose of the descriptive research is description of
the state of affairs as they exist at present.
37
The sample size was not enough and it failed to give the picture or the result of
the survey (sample size=100)
The questionnaire did not cover the whole aspect of the market potential of
Ambuja cement.
38
39
40
It has its own mines reserves but it has to consistently renew the lease failing
which it will have no source of production at its major production site.
Opportunities:
Rural project of state and central governments like dams and bridges can be a
It has major opportunities in real estate due to boom the related projects.
Indian infrastructure is seeing a two fold.so there is also a lot of opportunity in the
concemed sector.
Major foreign project of governments can also be a major opportunity.
Threats:
Cost of production is high. So, company needs to reduce the cost of production
and should concentrate on promotional schemes too.
Presence of other big players in Raipur region threat for the company.
Rising cost of new material is also a threat for the company.
MARKETING STRATEGY AMBUJA CEMENT LIMITED:
Segmentation:
The company has segmented the market geographically.it sells its products all
over in India with major presence in Raipur region.
PRICING STRATEGY:
Before deciding the price of the cement company has
Considered the following points:41
COST FACTOR:
Manufacturing cost
Transporting cost
Storing and material handling
Other cost
Officer expenses
Other expenses
Tax and interest
Competitors price and offering
MARKETING STRATEGY:
Company conduct market survey to identify market and customers response,
company position in the market etc. there is R and D department which
continuously trying to improve the quality of the product at the minimum cost and
trying to meet the demand of the customer.
MARKETING STRATEGY FOR COMPETITORS:
Company always keeps an eye over its competitors activities and its offerings
like different promotional schemes; product price etc. It also takes proper action
according to competitors strategy.
DISTRIBUTION STRATEGY:
The company is distributing cement by following ways:
Direct to customer
Depot
1. Whole seller
2. Retailer
42
Marketing strategy:
To increase sales in high realization.
To develop stockiest consisting of retailer or final outlet which directly sells to
customer.
Increasing sales of the branded cement, ambuja cement.
Marketing distribution network more efficient and cost effective.
The company has a dedicated team of highly skilled professionals and
experienced application engineering. They are functioning in an advisory
capacity. Besides handling their constructional problem the cell offering all kind of
assistance in the selection of the right cement for different application to insure
coat effective, durable and date construction
43
CHAPTER IV
Parameters
No. of
respondents
%
YES
70
70
NO
30
10
30
0
10
0
45
NO; 30%
YES; 70%
INTERPRETATION
As given in the pie chart 70% of the customers respondents they are purchased Ambuja
cement and 30% of the customers respondents they are not purchased Ambuja cement
ever.
parameters
No. of
1.TV COMMERCIAL
2.DEALER/WHOLE SELLER
3.ARCHITECTURE/Eng.
4.builder
respondents
40
20
25
15
40
20
25
15
46
45%
40%
35%
30%
25%
20% TV COMMERCIAL; 40%
15%
ARCHITERCURE; 25%
10%
DEALER; 20%
BUILDER; 15%
5%
0%
TV COMMERCIAL
DEALER
ARCHITERCURE
BUILDER
INTERPRETATION
As given in the Bar graph 40% of the customers respondents they got information
about Ambuja cement from T.V. COMMERCIAL and 20% of the customers got
information about Ambuja cement from DEALER,25% of the customer got information
about Ambuja cement from ARCHITERCURE/ENG/
Parameters
1.price
2.quality
3. convenience
4.all of above
No of respondents
20
60
15
05
47
%
20
60
15
05
Quality; 60%
INTERPRETATION
As given in the pie chart 60 % of the customers preferring Ambuja cement for its better
quality, 15% of the customers preferring Ambuja cement for its convenience, 5% of the
customers preferring ambuja cement for
and 20% of the customers preferring Ambuja cement for its price.
Parameters
Yes
No
No. of respondents
90
10
48
%
90
10
NO; 10%
YES; 90%
INTERPRETATION
As given in the pie chart 90% of the customers are satisfied with the Ambuja cement
and 10% of the customers are not satisfied with the Ambuja cement.
Parameters
Yes
No
No of respondents
80
20
49
%
80
20
NO; 20%
Yes; 80%
INTERPRETATION
As given in the pie chart 80% of the customers respondents convenience is important
and 20% of customers respondents convenience is not matter.
6. If AMBUJA CEMENT is not convenience to you than will you shift to any other
brand?
Parameters
Yes
No
No. of respondents
95
05
50
NO; 5%
YES; 95%
INTERPRETATION
As given in the pie chart 95% of the customer respondents they want to change their
brand as per their convenience and 05% of the customers respondents they dont want
to change their brand.
No. of respondents
90
10
51
%
90
10
NO; 10%
YES; 90%
INTERPRETATION
As given in the pie chart 90% of the customers respondents they are satisfied with the
price as per quality of Ambuja cement and 10% of the customers respondents they are
not satisfied as with the price as per quality of Ambuja cement.
Parameters
YES
NO
No. of respondents
70
30
52
%
70
30
NO; 30%
YES; 70%
INTERPRETATION
As given in the pie chart 70% of the customers respondents the quality is better than as
compared to other cement company and 30% of the customers are respondents the
quality of Ambuja cement is not better as compared to the competitors.
Parameters
YES
NO
No. of respondents
96
04
53
%
96
04
NO; 4%
Yes; 96%
INTERPRETATION
As given in the pie chart 96% of the customers respondents the Ambuja cement is
reliable as compared to the competitors and
No. of respondents
Good
40
40
Better
15
15
Avg.
30
30
Bad
05
05
54
No reply
10
10
45
40
35
30
25
20
15
10
5
0
GOOD
BETTER
AVG.
BAD
NO REPLY
INTERPRETATION
As given in the Bar graph 40 of the customers respondents the Ambuja cement is
GOOD, 15 customers respondents its BETTER,30 customers are respondents its
AVERAGE,5 customers are respondents its BAD and 10 customers are not responds.
55
CHAPTER V
SUMMARY OF FINDINGS
Despite the increasing cost of the raw material the company is able to bring down
the cost of the manufacturing through procurement of raw materials by the mines
which are located nearby.
Customers come to know about AMBUJA CEMENT mainly from hoardings many
people are illiterate.
Customers want more prizes and dealers want more incentives, gift and tours.
56
Dealers also want more meeting with officials of the cement companies.
57
CHAPTER VI
RECOMMENDATIONS
The company should launch more and more promotional schemes like two
for the price of one or more discount coupons.
CONCLUSIONS
The company should fix certain amount of cement especially for the
dealers and give them free of cost as incentives.
The company should appoint more and more persons for the promotions
of the brands.
59
CHAPTER VI1
60
BIBLIOGRAPHY
Books referred:
Journals/newspapers:
Web sites:
www.ambujacement.com
www.google.com
www.wikipedia.com
61
Annexure
S.No:
Date:
QUESTIONNAIRE
Name of..
customer..........................................................................Center..............................
Postal address...........................................................................................................
Contact no
NO [ ]
Q2. IF YES, How did you come to know about AMBUJA CEMENT?
a.TV commercial
b.Dealer/wholesaler
c.Archi/Eng
d.Builder
b.Quality
c.Convenience
d.All of above
62
No [
NO [
Q6. IF the AMBUJA CEMENT is not convenience to you than will you shift to other
brands?
YES [
NO [
Q7. Are you satisfied with the price as per the quality?
YES [
NO [
NO [
Q9. IF YES, Do you think the quality is better as compare to the competitors?
YES [
NO [
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Q10. Out of 5 which rank you want to give to the AMBUJA CEMENT?
a.GOOD
b.BETTER
c.AVERAGE
d.BAD
e.NO REPLY
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