ACKNOWLEDGMENT

I take this opportunity to thank my college, Sherwood College of Management, Lucknow

and Director- Dr. K.K. Mishra, Head of department- Dr. Hari Mohan Saxena and

Faculty guide- Mrs. Parul Raghuwanshi for giving me a chance to prove me in field of

research which I have been able to bring logical conclusion. The knowledge and

awareness gathered coupled with the help and encouragement of my company guide

Mr. Arun Gupta, Sales area incharge Lucknow, has given me impetus to complete

my project successfully and present in environment in the correct format.

I praise God the almighty for providing me this opportunity and granting me the

capability successfully.

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 PREFACE

As per the requirement of MBA 3rd semester we have to go through research project so

I have completed my project under ACC Cement in which I have to study on consumer

buying behavior and their perception while choosing specific brand of cement. The

company provided me the questionnaire which I have to get filled by the different

cement traders in different places of Lucknow. In the process i have faced lots of

queries about my company performance. So I expect that my work would at least act as

a source further scope to the company to grow more in different places of Lucknow.

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 EXECUTIVE SUMMARY

Project Topic: Study on consumer buying behavior and their

perception while choosing specific brand of cement

In today’s scenario, Human capital is acknowledged as one of the most potent

sources in contributing directly and significantly in the growth of any organization.

This project attempts to know the consumer buying behavior and their perception

while choosing which brand of cement they buy for individual use or for any project

work. In this project we also have to find that what consumer are going for big brand

names or they go with less price instead of quality.

It was a research conducted to get the feedback of the Dealers and Retailers about

what type of customer come to their store and what their perception about different

cement companies and also which brand they prefer to a customer who is ready to

buy any brand.

OBJECTIVE OF THE STUDY

(1) The main objective of this project was to carry out market survey to know

the prevailing market condition of ACC cement at Jankipuram, Jankipuram

Extension, Indra Nagar.

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 (2) To know the customers preference for the brands of cement.

(3) To analyze the market share of the different cement brands in Jankipuram,

Jankipuram Extention, Indra Nagar.

PRODUCTS

The company manufactures Portland cement for general construction while its blended

products, acknowledged for outstanding durability, include fly ash and slag-based

cements. Both these varieties of cement offer high quality and special properties that

defy the harshest environments.

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RESEARCH METHODOLOGY INTRODUCTION

“Research Methodology” refers to the methodology that has been adopted to conduct a

particular study, because in the project work; the study of special subject dealt with

Research methodology is a careful investigation or inquiry in systematic manner and

finding solution to a problem under investigation.

Both primary and secondary data have been collected.

Primary Data: Primary data is collected through questionnaire. It consider as the heart

of the survey

Secondary Data: The secondary data is collected by referring several reports and from

the website of the company.

Universe: Lucknow

Sample type: Random sampling

Sample Size: 60

Sample Unit: Cement traders of Jankipuaram, Jankipuram Extension, Indra Nagar.

Research Tool used: Pie chart, bar graph