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“A Study of Consumer buying Behaviour” of
Submitted for the partial fulfillment of award of degree
MASTERS OF BUSINESS ADMINISTRATION Program (2010-2012)
Under the guidance of: Mr. Vivek singh Submitted By: Shashi Jeet Verma
Lal Bahadur Shastri Institute Of Management & Development Studies , Lucknow
GAUTAM BHUDHA TECHNICAL UNIVERSITY, LUCKNOW
India is primarily an agricultural country. The soul of India is found in the villages. In recent years India has witnessed a rapid economic and technological growth, but unfortunately this growth has been restricted to
urban areas and business centers only. The fact is that our villages still depend upon the old age method of farming. The agriculture of petty farmers is solely dependent on natural factors like rain and soil, which could greatly be affected by draught, financially hailstorm and locusts etc. Most of the farmers are poor and weak to buy modern equipments like tractors, harvesters, tube
wells, and fertilizers, high yielding variety seeds Etc. Moreover some farmers have only small piece of land to cultivate on and earn a livelihood. So they have resorted to milk selling to support their slender income.
These societies serve two fold purposes. Firstly they create extra source of income for farmers and secondly deliver the processed milk to cities and towns, where people have very little time at their disposal and often find it time consuming and boring to go to distant dairies. Also they are not sure of the quality of milk offered by these traditional dairies. Uttar Pradesh is the most populated state in the country having population of about 14 crore as per 1991 census of which 12% is urban. The co-operative societies had led to the user of better farming methods, such as he use of improved seeds, manure etc. The marketing and processing societies have helped members to meet their requirements cheaply and sell their agricultural produce at good prices.
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.
My research guide Mr. Vivek Singh Sir provided me with necessary guidance and support in preparing this report.
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.
SYED NAZIM ALI (0605870110 )
TABLE OF CONTENTS
1) 2) 3)
Industry profile Company profile Introduction Research Methodology Data Analysis
11) 12) 13) 16)
Findings and interpretations Conclusions Suggestions Appendix Questionnaire
ACC has a unique track record of innovative research. and a considerable user of the country’s road transport network services for inward and outward movement of materials and products. mines and townships visibly demonstrate successful endeavours in quarry rehabilitation. ACC's operations are spread throughout the country with 16 modern cement factories.000 dealers. the company installed sophisticated pollution control equipment as far back as 1966. ACC plants. Today each of its cement plants has state-of-the art pollution control equipment and devices. the company has been a trendsetter and important benchmark for the cement industry in many areas of cement and concrete technology. As the largest cement producer in India. and several zonal offices. of Indian Railways. water management techniques and ‘greening’ activities. It has a workforce of about 9. Among the first companies in India to include commitment to environmental protection as one of its corporate objectives. more than 40 Ready mix concrete plants. long before pollution control laws came into existence.COMPANY PROFILE ABOUT US CORPORATE PROFILE ACC (ACC Limited) is India's foremost manufacturer of cement and concrete. The 4 . ACC has rich experience in mining. 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. Since inception in 1936. product development and specialized consultancy services. being the largest user of limestone.000 persons and a countrywide distribution network of over 9. it is one of the biggest customers of the domestic coal industry. 21 sales offices.
A New Partnership Cement House. ACC’s brand name is synonymous with cement and enjoys a high level of equity in the Indian market. We run two institutes that offer professional technical courses for engineering graduates and diploma holders which are relevant to manufacturing sectors such as cement. recycling and co-processing. services and sharing expertise.company actively promotes the use of alternative fuels and raw materials and offers total solutions for waste management including testing. The main beneficiaries are youth from remote and backward areas of the country. suggestions for reuse. ACC has taken purposeful steps in knowledge building. its high ethical standards in business dealings and its on-going efforts in community welfare programmes have won it acclaim as a responsible corporate citizen. It is the only cement company that figures in the list of Consumer SuperBrands of India. ABOUT US : : HERITAGE Heritage .The Head Office building 5 .A Corporate Saga Holcim . Its commitment to sustainable development. ACC has made significant contributions to the nation building process by way of quality products.
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 6 .BOARD OF DIRECTORS Mr N.
performance appraisal.000 people. come from all parts of the country and belonging to a variety of ethnic. ACC employees display a strong sense of loyalty to the Company and their special stellar qualities as ‘valueadding’ human capital are well known in the industry. Also ensured is a due process for employee consultation and participation in organizational development and policy formulation. caste. 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. political or religious. ideology or other opinion. termination. career advancement. whether social. ACC employees.HUMAN RESOURCES ACC has a large workforce of about 9. cultural and religious backgrounds. ACC has clearly stated guidelines concerning recruitment. referred to as the ACC Parivar. creed. comprising experts in various disciplines assisted by a dedicated workforce of skilled persons. Recruitment Performance management Training & Development Employee welfare & perquisites Employee Satisfaction 7 .
ACC is a professionally managed Company with a majority of its Directors being Independent Directors. motivating and energizing human resources. Much before Corporate Governance guidelines became applicable and mandatory for listed companies. Corporate Governance therefore in ACC is a way of life. respect for the law and strict compliance thereof. The Shareholders-Investors Grievance Committee was formed way back in 1962 and the Compensation Committee was convened since 1993. Members of the Board have full freedom to express their views on matters placed before them for deliberation and consideration. 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 Board of Directors has always consisted of persons who are professionals in their respective fields and with unquestionable integrity and reputation. The Audit Committee in ACC was constituted as far back as in 1986. responsibility and accountability of the Board of Directors is clearly defined. The Company’s core values are based on integrity. identification of major risks and the way and means to manage such risks. stock movements etc. company’s operations/performance. ACC had systems in place for effective strategic planning and processes. emphasis on product quality and a caring spirit. The role. press releases and other communication have always made full disclosures on various facets of importance to the stakeholders. risk management. particularly with regard to information relating to financial matters. succession planning for attracting.CORPORATE GOVERNANCE The importance of Corporate Governance has always been recognised in ACC. human resources development and succession planning. 8 . 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. The Annual Reports. an effective communication policy and integrity of Company’s internal control systems.
OUR CEMENT PLANTS Here is a list of our cement plants and their postal address Bargarh Chaibasa Chanda Damodhar Gagal Jamul Kymore Kudithini Lakheri Madukkarai Sindri Wadi New Wadi Plant 9 .
viz. 10 . Dewarkhand Cement Company. 1936.Thondebhavi Tikaria 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 MILESTONES 1936 Incorporation of The Associated Cement Companies Limited on August 1. 1937. 1937 With the transfer of the 10th company to ACC. 1936 First Board Meeting of The Associated Cement Companies Limited held at Esplanade House. the formation of ACC is complete on October 23. Mumbai on November 10. 1936.
a waterproofing additive. Madhya Pradesh. 1961 Oilwell Cement manufactured at ACC Shahabad Cement Works in Karnataka for cementation of oilwells upto a depth of 6. Delhi 1957 Technical training institute established at Kymore. 1956 Bulk Cement Depot established at Okhla. 1961 Manufacture of Hydrophobic (waterproof) cement at ACC Khalari Cement Works in Bihar.000 feet. 1965 ACC’s Central Research Station (CRS) established at Thane 1965 Manufacture of Portland Pozzolana Cement. 1957 Katni Refractories 1961 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.1944 ACC’s first community development venture near Bombay 1947 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. 1962 Manufacture of Accoproof. which resists the corrosive action of acids and chemicals. 11 .
1968 Advent of computers in ACC for data processing and designing management information and control systems. Karnataka. K. Firecrete. 1984 ACC achieves a breakthrough in import substitution by developing and supplying a special G type of oil well cement to ONGC. 1979 ACC wins international contract for operation and management of a new one million tonne cement plant at Yanbu-Ras Biridi in Saudi Arabia. Full scale commercial production based on MFC technology at Wadi in 1979. which is successfully used in the Indian expedition to Antarctica. 1982 Commissioning of the first 1 MTPA plant in the country at Wadi. Low Density Alumina Castables and High Alumina Refractory Cement. 1968 ACC supplied and commissioned one-million-tonne iron ore pelletising plant ordered by TISCO 1971 Manufacture of Whytheat Castables A.1965 Manufacture of Calundum. 1992 12 . a High Alumina Binder. 1987 ACC develops a new binder for use at sub-zero temperatures. 1978 Introduction of the energy efficient precalcinator technology for the first time in India. C and Cal-Al-75 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.
who with 14. 2004 13 .6 MTPA capacity at Wadi. the largest in the country.Incorporation of Bulk Cement Corporation of India. a joint venture with the Government of India. 2001 Commissioning of the new plant of 2. Both offerings are listed on the London Stock Exchange. 1998 Commissioning of the 0. 1995 ACC selected as Most Respected Company in India by Business India. 1999 Tata group sells 7. a subsidiary of Gujarat Ambuja Cements Ltd. 1999 Commissioning of captive power plants at the Jamul and Kymore plants in Madhya Pradesh.6 MTPA cement grinding unit at Tikaria. Uttar Pradesh. (GACL) 2000 Tata Group sells their remaining stake in ACC to the GACL group. 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. 1993 ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.45% now emerge as the single largest shareholder of ACC. Karnataka plant. and among the largest sized kilns in the world.2% of its stake in ACC to Ambuja Cement Holdings Ltd. 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).
Holcim simultaneously makes an open offer to ACC shareholders. (ACIL) which at the time held 13.ACC named as a Consumer Superbrand by the Superbrands Council of India. together with a captive power plant of 15 MW. ACIL’s shareholding in ACC increases to 34. 2005 Commissioning of Modernisation and Expansion project at Chaibasa in Jharkhand.69 % of the Equity share capital of ACC. 2005 Holcim group of Switzerland enters strategic alliance with Ambuja Group by acquiring a majority stake in Ambuja Cements India Ltd. becoming the only cement company to get this status. 2005 ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit – 2004 from Council For Fair Business Practices. 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. 14 . 2006 from The Associated Cement Companies Limited. 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 1.2 MTPA clinkering unit. to acquire a majority shareholding in ACC. Pursuant to the open offer. through Holdcem Cement Pvt. replacing old wet process technology with a new 1. Limited and ACIL.8 % of the total equity shares in ACC.
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. 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. Cement House into a green building. 15 .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. 2008 ACC Cement Technology Institute formally inaugurated at Jamul on July 7.
2010 ACC enters its platinum jubilee year . 2010 Kudithini Cement Grinding Plant inaugurated in Karnataka on January 4. 2009 ACC's new Grinding plant of capacity 1.the first company in the cement industry to achieve this status 2010 ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact Business Performance Social & Environmental Action & Globalisation for 2009-10 .60 million tonnes inaugurated at Thondebhavi in Karnataka.1 MTPA of Portland Slag Cement.a unique award received for the first time 2011 16 . 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.2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair Business Practices 2009 ACC is allotted coal blocks in Madhya Pradesh and West Bengal. 2010 with a capacity of 1. This company became a wholly-owned subsidiary of ACC in January 2010.
Karnataka with a capacity of 12. Maharashtra set up as a Green building.World's largest kiln installed at ACC Cement Plant. the first of its kind in an industrial environment 17 . Wadi.500 tonnes per day creating new landmarks for cement industry 2011 Central Control Room Building at ACC Chanda Plant.
for valuable contribution in Mining activities from the Federation of Indian Mineral Industry under the Ministry of Coal. Rajya Sthariya Paryavaran Puraskar . Drona Trophy .for manufacture of Portland Pozzolana Cement. 18 . Green Leadership and Community Engagement by Enterprise Asia. National Award for Fly Ash Utilisation . Safety and Environment : Certificate of Merit by Indian Chemical Manufacturers Association Good Corporate Citizen Award .for excellent performance in prevention of pollution and ecological development Excellence in Management of Health.for outstanding work in Environmental Protection and Environment Performance by the Madhya Pradesh Pollution. Indira Priyadarshini Vrikshamitra Award --. Ministry of Environment & Forests and Dept of Science & Technology.by The Ministry of Environment and Forests for "extraordinary work" carried out in the area of afforestation. Govt of India .AWARDS & ACCOLADES National Award for Excellence in Water Management by Confederation of Indian Industry (CII) Outstanding Corporate Vision. Subh Karan Sarawagi Environment Award . Indira Gandhi Memorial National Award .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.By Indian Bureau Of Mines for extra ordinary efforts in protection of Environment and mineral conservation in the large mechanized mines sector.by PHD Chamber of Commerce and Industry FIMI National Award .by Ministry of Power.by The Federation of Indian Mineral Industries for environment protection measures. Control Board. Triple Impact .
com o Cement Northern India: Joydeep.com ACC-InvestorSupport@acclimited.com Bangalore:badnur.com o Ready Mixed Concrete C.com Chennai:firstname.lastname@example.org@acclimited.tandon@accconcrete. Investor Grievances F.email@example.com@firstname.lastname@example.org Southern India:panchanathan.com For requirements in Delhi: anil. Enquiries Assistance gulnaz.com sujata. Vendor Queries queries D.email@example.com@accconcrete.com For requirements in Eastern India :kurian.com nand.com mahendrakumar. Shareholder E.firstname.lastname@example.org Kolkata : email@example.com Krishnan.com Ulhas. Media Queries Cement Plants Bargarh Cement Works Chaibasa Cement Works Chanda Cement Works Damodhar Cement Works Gagal Cement Works Jamul Cement Works 19 .com Western India:rajivkumar.com Hyderabad: navneet.iyer@acclimited. Waste Management G.com Mumbai: vishal. Feedback & B.firstname.lastname@example.org@acclimited.Products Send a query : A.email@example.com@accconcrete.wickramasinghe@accconcrete.
Kudithini Cement Works Kymore Cement Works Lakheri Cement Works Madukkarai Cement Works Sindri Cement Works Wadi Cement Works Thondebhavi Cement Works Tikaria Cement Works Sales Offices Asansol Bangalore Chennai Bhopal Bhubaneswar Chandigarh .P Chandigarh -JH Coimbatore Dehradun Hubli Mumbai Nagpur Pune Kanpur Lucknow New Delhi Kolkata Patna Raipur Ranchi Secunderabad 20 .
where only one percent is transported in bulk. and other European countries is transported and sold in bulk. in addition to which. In fact. unlike in India. it provides Bulk Cement and Ready Mix Concrete. an alternative to bagged cement.CEMENT ACC manufactures the following types of cement. over 90 percent cement in the USA. ACC Bulk Advantages of using ACC Bulk 21 . Ordinary Portland Cements 43 Grade Cement (OPC 43 Grade) 53 Grade Cement Blended Cements Fly-ash based Portland Pozzolana Cement Portland Slag Cement BULK CEMENT Bulk Cement Yet another first in our seven-decade history of cement in India has been the introduction of Bulk Cement. which is of particular advantage to large consumers of cement. Internationally. the trend is to move cement more and more in loose form rather than bagged.
Pune and Ahmedabad.it is a value added service. builders. Goa. Delhi. architects. Bangalore.Adding value to concrete ACC Concrete . contractors and government departments.a wide range Customer Service . Kolkata. Redefining the pace and quality of construction What is Ready Mix Concrete RMX . cement and concrete technologies. 22 . the country’s oldest civil engineering journal.Customer profile Bulk Cement – customer services ACC READY MIX CONCRETE ACC set up India's first commercial Ready Mix Concrete (RMX) plant in Mumbai in 1994.Dependable ACC Concrete is not just any other new product . Hyderabad.State-of-the-art Quality . It aims to disseminate the latest information and technological progress in civil and structural engineering. It reaches out to practicing and consulting engineers. Chennai. 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. continues to be published by ACC.the 'Q' factor in ACC Concrete ACC Concrete . INDIAN CONCRETE JOURNAL : : Indian Concrete Journal The "Indian Concrete Journal".
construction methods and practices.
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 semiurban 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 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 firstname.lastname@example.org
ACC Help Center
ACC Help Literature
ACC Help Vans 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.
TO STOCK EXCHANGES
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 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
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. 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
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.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 Disclosure of details of acquisition to stock exchanges by target company. 1997 ACC Board Meeting to be held on April 24. 2008 27 . in terms of regulation 7(3) of sebi (substantial acquisition of shares and takeovers) regulations.
But ACC has undertaken social volunteering practices almost from its inception. 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.Workplace Policy HIV/AIDS treatment . Corporate Social Responsibility Policy Community & Rural Welfare Education Healthcare HIV/AIDS . social and environmental objectives while addressing stakeholder expectations and enhancing shareholder value.Anti Retroviral Treatment Centres Disaster Relief Gujarat Masons‟ Training Conservation of heritage structures Global Compact Support to national Sport Awards & Accolades 28 . The community living around many of our factories comprises the weakest sections of rural and tribal India with no access to basic amenities. – long before the term corporate social responsibility was coined.CORPORATE SOCIAL RESPONSIBILITY Today we define Corporate Social Responsibility as the way a company balances its economic.
Milestones in CSR & Sustainable Development : : 1936 Incorporation of The Associated Cement Companies Limited on August 1. Delhi Technical training institute established at Kymore. India’s first entirely indigenous cement plant established at Chaibasa in Bihar Village Welfare Scheme launched Sindri cement works used the waste product calcium carbonate sludge from fertilizer factory at Sindri. 1936. Bulk Cement Depot established at Okhla. Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture Portland Slag Cement for the first time in India. ACC supplied and commissioned one-million-tonne iron ore pelletising plant ordered by TISCO ACC receives ASSOCHAM first national award for the year 1976 instituted for outstanding performance in promoting rural and agricultural development activities. ACC’s Central Research Station (CRS) established at Thane Manufacture of Portland Pozzolana Cement. Madhya Pradesh. ACC’s first community development initiative near Bombay ACC helps relocate employees and associates during Partition of India – evacuating them to the new country of their choice. Introduction of the energy efficient precalcinator technology for the first time in India. Full scale commercial production based on MFC 1944 1947 1947 1952 1955 1956 1957 1961 1965 1965 1968 1968 1977 1978 29 . Advent of computers in ACC for data processing and designing management information and control systems.
1982 Commissioning of the first 1 MTPA plant in the country at Wadi. Commissioning of the new plant of 2. replacing old wet process technology with a new 1. and among the largest sized kilns in the world. a joint venture with the Government of India. together with a captive power plant of 15 MW.2 MTPA clinkering unit. ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai. the largest in the country. ACC announces new Workplace policy for HIV/AIDS ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber of Commerce and Industry 1984 1992 1993 1995 2001 2002 2003 2004 2005 2005 2006 2006 30 . ACC wins PHDCCI Good Corporate Citizen Award ACC wins Enterprise Excellence Award from the Indian Insititute of Industrial Engineers. 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. Incorporation of Bulk Cement Corporation of India. ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit – 2004 from Council For Fair Business Practices. ACC selected as Most Respected Company in India by Business India.technology at Wadi in 1979. ACC achieves a breakthrough in import substitution by developing and supplying a special G type of oil well cement to ONGC. Karnataka plant. Karnataka. Commissioning of Modernisation and Expansion project at Chaibasa in Jharkhand.6 MTPA capacity at Wadi.
ACC enters into Public Private Partnership to upgrade seven Industrial Training Institutes (ITI) 2006 2007 2007 2007 2007 2007 2008 2008 2008 2008 2008 2008 2008 31 . Waste management services launched ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil Nadu Sumant Moolgaokar Technical Institute completes 50 years and reopens with new curriculum ACC commissions Wind energy farm in Tamilnadu.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. ACC ACADEMY opened in Thane. First Sustainable Development Report released on June 5. Cement House into a green building Ladies Clubs of ACC establish their social volunteering and community welfare wing called ACC AHEAD (Association for Health. a new centre for training and development. ACC wins CNBC-TV18 India Business Leader Award in the category India Corporate Citizen of the year 2008 Project Orchid launched to transform our Corporate Office. First Sustainable Development Council set up on August 18. Education and Development). ACC commissions Wind energy farm in Tamil Nadu and Rajasthan ACC Cement Technology Institute formally inaugurated at Jamul on July 7.
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. This company became a wholly-owned subsidiary of ACC in January 2010. ACC is allotted coal blocks in Madhya Pradesh and West Bengal.2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair Business Practices. going beyond that to meet the requirements defined by AA1000AS and AA1000AS (2008). ACC commissions Wind energy farm in Maharashtra ACC Sustainable Development Report 2009 wins Association of Business Communicators of India award in the category Environment Communication.a unique award received for the first time Cement House received 5-star rating from the Bureau of Energy Efficiency (BEE) 2009 2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 32 . The NGO "Karmayog" rated ACC as the best company in the cement industry in terms of Corporate Social Responsibility. 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. Second Sustainable Development Report released as a web update. Cement House and La Residency transformed into Green buildings with Leadership in Energy & Environmental Design (LEED) Gold and LEED Platinum certification respectively 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 is a maiden achievement for the cement industry. ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact Business Performance Social & Environmental Action & Globalisation .
Wadi.2011 World's largest kiln installed at ACC Cement Plant. Karnataka with a capacity of 12. the first of its kind in an industrial environment ACC signs MoU with IIT Bombay for research on Sustainable Construction and Affordable Habitats 2011 2011 33 .500 tonnes per day creating new landmarks for cement industry Central Control Room Building at ACC Chanda Plant. Maharashtra set up as a Green building.
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.Product.The products are milk products of ACC Cement.INTRODUCTION TO THE TOPIC Marketing Mix study of ACC Cement: Marketing mix basically consist of four factors. Promotion.Promotion is done through advertisements. Place. Price. Product. Promotion. Price. 34 . Place.Pricing is done on the basis of consumer’s pocket.
To know why they prefer ACC Cement products over any other company’s product. Major objectives were: To know the consumers perception regarding the products of ACC Cement. 35 .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. To get the main findings based on questionnaire. To know their satisfaction level regarding price & place where these products are available.
advertisement. 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. 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. Special reference is made to the improvement of quality of the product in terms packaging and product innovation. hence the discussion of whether to penetrate this section or not can be found out at the end of the data analysis.SCOPE OF STUDY 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. ways and means to cut down competition. which should leave behind competitors. 36 .
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. policy matters. 37 . Every division has managers who are responsible to general manager. G. All letters to the NDDB shall before dispatch is send to the MSD. question involving exception to approve policy. of every division is responsible to managing director. Matters before approval and implementation. A copy of all such letters shall be the CPM section of the MSD. 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. Only important performance and control reports. be routed through the Managing service division(MSD).M. which will check the plan to see whether they are in conformity with cooperate objective.ORGANIZATION STRUCTURE PCDF has 10 divisions. 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. system development and other important matters need to put up before the managing director. The divisional heads shall discharge their duties with in the policies frame laid down by the managing director & subject to his control & supervision. which will take speedy clearance at the appropriate level. and will see that they are in conformity with other plans and systems and non contradiction occurs.
This led to paradigm shift of the manufacturer’s attention from product to consumer and specially focused on the consumer behaviour. Consumer behaviour is a study of how individuals make decision to spend their available resources. ‘industrial buyer’ and ‘motives’ Need of consumer behavioural study. you will be able to understand: The terms ‘consumer’ .CONSUMER BEHAVIOUR LEARNING OBJECTIVES After studying this chapter. The growth of consumerism and consumer legislation emphasizes the importance that is given to the consumer. differences between oganisational buying behaviour and consumer buying behaviour The nature and model of consumer involvement Consumer and industrial decision making process and decision rules Marketing implications of consumer behaviour Study of consumer behaviour modelling An Overview Consumer behaviour is comparatively a new field of study which evolved just after the Second World War. The evaluation of marketing concept from mere selling concept to consumeroriented marketing has resulted in buyer behaviour becoming an independent discipline. ‘customer’. 38 . The sellers market has disappeared and buyers market has come up.
or ACC Cements to satisfy needs and its impact on the consumer and society. or organisations and the processes consumers use to search. urge. Customers versus Consumers The term ‘customer’ is specific in terms of Company. experience.The heterogeneity among people makes understanding consumer behaviour a challenging task to marketers. use and dispose of products. Thus a person who shops at Bata Stores or who uses Raymonds clothing is a customer of these firms. use and dispose of products. or ACC Cements. Consumer Motives Consumer has a motive for purchasing a particular product. or shop. company. Hence marketers felt the need to obtain an in-depth knowledge of consumers buying behaviour. services. Consumer Behaviour It is broadly the study of individuals. purchases particular company’s product. desire or emotion that 39 . Motive is a strong feeling. experience. or purchases from particular shop. It refers to person who customarily or regularly purchases particular Company. services. Whereas the ‘consumer’ is a person who generally engages in the activities . select. Finally this knowledge acted as an imperative tool in the hands of marketers to forecast the future buying behavior of customers and devise four marketing strategies in order to create long term customer relationship. select.search. instinct.
and such valid reasons. Patronage Motives 40 . ii. urge to initiate others. alternatives available. desires and considerations which make the buyer purchase a product. Buying motives thus are defined as ‘those influences or considerations which provide the impulse to buy. Patronage Motives i.makes the buyer to make a decision to buy. Product Motives ii. The buyer makes rational decision after chief evaluation of the purpose. These motives are generally controlled by economic. cost benefit. sense of ego. induce action or determine choice in the purchase of goods or service. Motives which Influence Purchase Decision The buying motives may be classified into two: i. He makes a buying to satisfy pride. Product Motives Product motives may be defined as those impulses. social. Rational Product Motives are defined as those impulses which arise on the basis of logical analysis and proper evaluation. and his desire to be unique. psychological influences etc. The buyer does not try to reason out or logically analyse the need for purchase. 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.
Need for Study of Consumer Behaviour The study of consumer behaviour helps everybody as all are consumers. Emotional Patronage Motives those that persuade a customer to buy from specific shops. consumers It to is essential and for marketers in to understand competitive survive succeed these marketing environment. shopping or 41 .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. it has latest models. He may be subjective for shopping in his favourite place. offers good aftersales service etc. Rational Patronage Motives are those which arise when selecting a place depending on the buyer satisfaction that it offers a wide selection. Most of the free time is spent in the market place. The reason to study consumer behaviour is because of the role it plays in the lives of humans. Importance in day to day life The purpose of studying a discipline is to help oneself to better appreciate its contributions. Knowledge of buyer motives of consumers is useful for marketers to anticipate market trends and formulate effective marketing strategies. without any logical reason behind this action. The following reasons highlight the importance of studying consumer behaviour as a discipline.
Pertinence to Decision Making Consumer behaviour is said to be an applied discipline as some decisions are significantly affected by their behaviour or expected actions. discussing with friends about them. and watching advertisements related to them. The micro perspectives involve understanding consumer for the purpose of helping a firm or organization to achieve its objectives. The two perspectives that seek application of its knowledge are micro and societal perspectives. The usage of them significantly reveals our life styles. Organisational Buyer versus Individual Buyer The obvious difference between industrial or institutional markets and consumer markets is that. There are several factors that differentiate consumer markets and their buying behaviour from 42 .engaging in other activities. Whereas the societal or macro perspective applies knowledge of consumers to aggregate. The people involved in this field try to understand consumers in order to be more effective at their tasks. The extra time is usually passed in knowing and thinking about products and services. the purpose may be to attend immediate and tangible reasons. instead of purchases being made for individual consumption industrial markets are made for business use.level faced by mass or society as a whole. All these reasons suggest the need for study. However. The behaviour of consumer has significant influence on the quality and level of the standard of living.
whereas in horizontal structure the buyer base is too broad. Organisational buyer markets are either vertical or horizontal. Buyer Characteristics iii. ii. Buyer Chararteristics: The distinguishing factors of buyer characteristics are as follows: Many individuals or group involvement is seen in decision making process. 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. The key factors of differentiation are: i Market Structure and Demand ii.organizational market and their buying behaviour. Organisational buyers are quite knowledgeable and professional. In vertical structures they cater only one or two industries. The buying motive is mostly rational than individual buyer. Organsational demand is derived from consumer demand. The nature of the demand is fluctuational and inelastic. iii. Decision Process and Buying Patterns The major differences are as follows: 43 . Organisational buyers are fewer in number but they are bulk buyers compared to individual buyers.
A consumer who is highly involved with a product would be interested in knowing a lot about it before purchasing. asks questions. quotations. Hence and he reads brochures at thoroughly. Decision process is much complex with high financial risk. CONSUMER INVOLVEMENT Some consumers are characterized as being more involved in products and shopping than others. multiple influencing factors etc. 44 . procedures are to be followed unlike consumer buying. technical aspects.In organizational buying lot of formalities like proposals. Thus compares Companys models available different outlets. and looks for recommendations. Organizational buying requires more extensive negotiation over larger time period than consumer buying.
values and needs. The involvement increases as the number of alternatives that they have to choose 45 . and certain needs. and values are the three personal factors that influence the extent of consumer involvement in a product or service. certain values. health care products etc. and think about product information prior to purchase. They tend to use products and services that reflect their life style. It is likely that consumers will feel more involved in the purchase of their house than in the purchase of tooth paste. Personal Factors Self-concept. Product differentiation affects involvement. Celebrities for example share a certain selfimage.Consumer involvement can be defined as heightened state of awareness that motivates consumers to seek out.image. Product Factors The consumer involvement grows as the level of perceived risk in the purchase of a good or service increases. it is a much riskier purchase. needs. The more product image. product and situational. They get highly involved in purchasing prestigious products like designer wear. CAUSES OF CONSUMER INVOLVEMENT The factors that influences consumer involvement include personal. imported cars. the value symbolism inherent in it and the needs it serves are fitting together with the consumer self. the more likely the consumer is to feel involved in it. attend to.
say household cleaners. Tea and coffee have a high level of hedonic (pleasure) value compared to. The pleasure one gets by using a product or service can also influence involvement. A consumer who needs a new refrigerator and sees a ‘one. 46 .from increases. buying a pair of socks for yourself is far less involved than buying a gift for a close friend. Some products are a greater source of pleasure to the consumer than others. demands high involvement. One is likely to be more self conscious about the products and Companys one looks at when shopping with friends than when shopping alone. The need to make a fast decision also influences involvement. involvement in the purchase of car is more than the purchase of household items. The reason for purchase or purchase occasion affects involvement. Social pressure can significantly increase involvement.dayonly sale’ at an appliances retailer does not have the time to shop around and compare different Companys and prices. For example. For example. Situational Factors The situation in which the product is brought or used can generate emotional involvement. Involvement increases when a product gains public attention. Any product that is socially visible or that is consumed in public. This may be due to the fact that consumers feel variety which means greater risk. Hence the involvement is high.
experiences in a particular situation when one thinks of a specific product. Situational Involvement Situational involvement is temporary and refers to emotional feelings of a consumer. and information transmission. TYPES OF INVOLVEMENT The two types of involvement are: A) Situation B) Enduring Involvement has various facets of consumer behaviour such as search for information. Enduring Involvement Enduring involvement is persistent over time and refers to feelings experienced toward a product category across different situations. for example when the retailer does not accept return or exchange on the sale items. Thus involvement may be from outside the individual. It affects the ways in which consumers see. as with situational involvement or from with in the individual as with enduring involvement.The eminence of the decision heightens involvement. For example. information processing. process. holidaymakers renting a resort for their 47 . The involvement is high when the decision is irrevocable. many of which can be controlled by the marketer. and send information to others. It can be induced by a host of personal-product-and situation related factors.
purchase of sport bikes.trip are highly involved in their choice. Whereas involvement of a person whose hobby is bike racing endures overtime and affects his responses in any situation related to pre-purchase. but their involvement is temporary. 48 . It is observed that involvement is triggered by special situation in the case of holiday makers. in comes from. but in the second case. purchase and post. and is a part of the consumer.
Every company wants to improve its sales all time according to its production capacity. By doing so it reduces the danger of making a wrong choice between alternatives of action.RESEARCH METHODOLOGY Objective of Research: The main objective of the research in the project was to get the consumer behaviour with respect to ACC Cement. 49 . Thus major purpose of this section is to describe the research problem in different parts." Type of study : Descriptive Study No method known to man entirely eliminates uncertainty. 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. this results from lack of information. But scientific methods more than any other method minimize those elements of uncertainty. To provide a feedback on the asset utilization in the market place and how it can be used more effectively to yield better results. This is the theme behind choosing the research ethnology for attainment of the objective.
Firstly. The sample comprised items of all profiles in a well-defined ratio. the sample design was purposive because we targeted only the ACC Cementexclusive outlets. Research design tends to minimize the accuracy of potential errors at any specified budget level. 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. Sample Design : 1. Research design is a specification of the methods and of procedures needed for acquiring information to solve the problem. For the groceries the sample design was of two types. how researcher must progress with research problem. 2. Secondly. For the project we used non probabilistic sampling that can also be termed as purposive or judgmental sampling as we only targeted the store. There are two types of research design namely : 1.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 gives a clear cut picture. Exploratory Research 50 .
Conclusive Research Exploratory Research : It is a type of preliminary research in which the emphasis is on the discovery of new ACC Cements. Descriptive Research 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.2. It can be done by survey of secondary data and survey of different people. 2. 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. It is the most serious type of research and is of two types : 1. It means the research is to draw some definite conclusions. The main characteristics of this method is that the researcher has no 51 . it is an informal research. Clarification of concepts of formulation of hypothesis. Conclusive research : It is used to prove something conclusively. In social science and busness research we quite often use the term Ex post factor research for descriptive research studies. It is done when one has very little knowledge about the problem which are going to examine.
preference of people. Primary Data : Prmary data is the data that a researcher themselves by use of survey or interview methods. Data Collection Method : it is necessary to collect accurate data to achieve useful results for this reason. He can only report what has happened or what is happening. 2. Causal Research : It is used for the purpose to test a cause and effect relationship. frequency of shopping. It is helpful to consider the methods of collecting data and the quality of information that may be expected to produce. Mechanical Devices (observation methods) Questionnaire Method 52 . There are two types of data sources (primary and secondary) and observation methods are two basic methods of collecting data in marketing research. Most of the projects are used for descriptive studies in which the researcher seeks to measure such items as. It is gatehred for specified purpose or for a specific research project. It is very typical type of research. for example.control over the variables. it can be collected by two research instruments : 1.
The questionnaire is the most common instrument used to the collect the primary data. In this method. Questionnaire Method A questionnaire consists of a set of questions presented to the respondents of their answers. 2. In my questionnaire. surveyor or researcher should observe the sampling unit and their behavior with the help of a video camera. To find the cold stock of Pepsi and other Companys the respondents should be asked two type of questions : 1. Close Ended questions Open Ended questions CLOSE ENDED QUESTIONS These are those questions in which all the possible answers are given in the questions. It is a time consuming method of data collection. What type of music do you prefer while shopping ? What type of promotional scheme attract you most ? 53 . 2.Observation Method Observation method is used less frequently in marketing research. It is a subjective type of method of primary data collection which is used for exploratory research. According to the topic it is necessary to prepare a relevant questionnaire. 1. following questions are close ended.
OPEN ENDED QUESTIONS : Open ended questions are those questions in which respondents should answer in their own words. 54 . In these types of questions respondents can consume more time or some time they do not like to answer those type of questions. These questions are said to be subjective type of questions.
QUESTIONNAIRE PART-A 1. Do you always go for ACC Cement ? S.No. 1 2 3 4 5 Topic Cent percent Most of the time 50-50 Rarely never Percentage (%) 5 60 20 5 10 60 60 50 40 30 20 20 10 10 0 Cent percent Most of the time 50-50 Rarely never 5 5 Interpretation : Most of the time persons go for the ACC Cement. 55 .
2. 1 2 3 4 Topic ACC Cement Prism Birla Others Percentage (%) 55 25 15 5 ACC Cement Prism Birla Others 15% 5% 55% 25% Interpretation : Best service from the sales staff which is given by the ACC Cement.No. 56 . Where do you get the best service from the sales staff? S.
57 .3. How many times. a sales staff helps you to select right things ? S. 1 2 3 4 Topic Every time Most of the time Sometime Never Percentage (%) 35 42 19 4 4% 19% 35% 42% Every time Most of the time Sometime Never Interpretation : Most of the time a sales staff helps to select right things.No.
58 . 1 2 3 4 5 SMS Tele calling Bill board via e-mail Newspaper/magazine Topic Percentage (%) 10 5 30 10 45 10% 45% 5% 30% 10% SMS Bill board Newspaper/magazine Tele calling via e-mail Interpretation : Mostly the cement store communicate with his customer by the Newspaper and Magazines.No. How does your favorite cement store communicate with you ? S.4.
How many of these mentioned facilities are provided by the store you visit ? S. 1 2 3 4 Topic Exchange facilities Drinking water facilities After sales service All of these Percentage (%) 10 20 10 60 10% 20% 60% 10% Exchange facilities After sales service Drinking water facilities All of these Interpretation : All facilities are provided by the store to his customers.No.5. 59 .
Regarding after sales service what all facilities are provided by your favorite store? S.No. 60 . 1 2 3 4 Replacement Home delivery Credit Note Warrantee & Guarantee service Topic 9 5 1 85 Percentage (%) 9% 5% 1% 85% Replacement Home delivery Credit Note Warrantee & Guarantee service Interpretation : Mostly services provided by the company with all facility is warranty and guarantee.6.
No.7. 61 . 1 2 3 4 5 Topic Buy one get one free Gift vouchers Discount coupons Flat discount Seasonal offers Percentage (%) 15 5 10 50 20 20% 15% 5% 10% 50% Buy one get one free Discount coupons Seasonal offers Gift vouchers Flat discount Interpretation Consumer attract by the flat discount mostly. What type of promotional schemes attract you most ? S.
music create better shopping environment. Does music create better shopping environment? S.8.No. 62 . 1 2 Topic Yes No Percentage (%) 95 5 5% 95% Yes No Interpretation : Yes Definitely.
9. 63 . 1 2 3 4 5 Topic Soft music Fast track Instrumental Western Music Pop Music Percentage (%) 78 5 2 5 10 80 70 60 50 40 30 20 78 10 10 0 Soft music Fast track Instrumental Western Music Pop Music 5 2 5 Interpretation : Mostly people like soft music at the time of shopping.No. What type of music do you prefer while shopping? S.
Which type of light you like to have in store to identify actual color and content of the product ? S.10. 1 2 Topic White light Yellowish 97 3 Percentage (%) 3% 97% White light Yellowish Interpretation : White light gives the actual colour and content of the products.No. 64 .
65 .11. 1 2 3 4 5 Agree Disagree Mostly disagree Neutral Topic Mostly agree Percentage (%) 15 77 2 1 5 1% 2% 5% 15% 77% Mostly agree Agree Disagree Mostly disagree Neutral Interpretation : Mostly people agree with watching the advertisement for announcement of sales. I usually watch the advertisement for announcement of sales ? S.No.
Display of merchandise in the store is - S. 1 2 3 4 Topic Extremely important Very important Little important not important Percentage (%) 25 60 10 5 10% 5% 25% 60% Extremely important Little important Very important not important Interpretation Good display attract the customer in the store. 66 .12.No.
How different is ACC Cement Company from other Companys ? S.13.No. 1 2 3 4 Topic Very different Slightly different Somewhat different Not at all different Percentage (%) 20 60 15 5 15% 5% 20% 60% Very different Somewhat different Slightly different Not at all different Interpretation: Slightly different is ACC Cement Company from other Companys 67 .
1 2 3 4 5 Topic Very satisfied Satisfied Dissatisfied Very dissatisfied Somewhere in between Percentage (%) 12 85 1 0 2 0% 1% 2% 12% 85% Very satisfied Dissatisfied Somewhere in between Satisfied Very dissatsfied Interpretation Mostly people satisfy with the ACC Cement Company. How satisfied were you ACC Cement Company ? S. 68 .No.14.
15. 1 2 3 4 Excellent Good Fair Poor Topic Percentage (%) 20 65 15 0 15% 0% 20% 65% Excellent Good Fair Poor Interpretation : Most of the people rate the quality of ACC Cement Company is good in the market. How would you rate the quality of ACC Cement Company? S.No. 69 .
70 .16. How often it every would you buy ACC Cement accessories ? S.No. 1 2 3 4 5 Topic Every 2-3 weeks Once a month Every 4-6 months Less than one year Never Percentage (%) 8 5 75 12 0 12% 0% 8% 5% 75% Every 2-3 weeks Every 4-6 months Never Once a month Less than one year Interpretation : Mostly people buy the ACC Cementaccessories every 4-6 months in a year.
No. 1 2 3 4 Very easy Easy Neither easy nor difficult Difficult Topic Percentage (%) 10 72 18 0 18% 0% 10% 72% Very easy Easy Neither easy nor difficult Difficult Interpretation : Most of the people say ACC Cement merchandise its using is easy. 71 .17. How easy do you find using ACC Cement merchandise? S.
Availability of wide variety of merchandise in store is S. 1 2 3 4 5 Topic Extremely important Very important Little important Important Not Important at all Percentage (%) 67 15 10 8 0 8% 0% 10% 15% 67% Extremely important Little important Not Important at all Very important Important Interpretation : Availability of Wide variety of merchandise in a store extremely important for the people to select favorite things. 72 .18.No.
73 . Have you ever purchase a ACC Cementproduct before ? S.19.No. 1 2 Yes No Topic Percentage (%) 95 5 5% 95% Yes No Interpretation : Most of the person purchase a ACC Cement product in his life.
74 . 1 2 3 1 to 17 18 to 35 35 to above Age Groups Percentage (%) 10 70 20 20% 10% 70% 1 to 17 18 to 35 35 to above Interpretation Age group 18 to 35 is more dominant using of ACC Cement Merchandize . ACC Cement Company used by which age groups S.20.No.
In which group of occupation. 1 2 Male Female Gender Percentage (%) 60 40 40% 60% Male Female Interpretation : ACC Cement product mostly used by the male in comparison to female. ACC Cement products mostly used by which gender ? S.No.21. 22. ACC Cement Company is used ? 75 .
S. 1 2 3 4 Gender Self Employed Government Employee Private Employee Students Percentage (%) 30 32 28 10 35 30 25 20 15 10 5 0 30 32 28 10 Self Employed Government Employee Private Employee Students Interpretation : There is no gap between the employed and unemployed person for the using of ACC Cement products. 76 .No.
23. 1 2 3 Gender Lower Family Middle Family Higher Family Percentage (%) 25 40 35 25% 35% 40% Lower Family Middle Family Higher Family Interpretation : Mostly middle class family used the ACC Cement product in daily life. 77 . In which family (income) is used ACC Cement products? S.No.
FINDINGS Due to new developing area in future number of outlets may be increase. 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. 78 . Indian are very emotional when it comes in buying of Cementappear 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.
so it was difficult to talk to them and hence a lot of time was wasted in waiting. 79 . It is very much like selling a product to someone who never hopes to use it. Retailers were often busy with their customers.LIMITATIONS Some consumer's were found to be unsatisfied with ACC Cement hence they refused to keep its merchandise. It is people's driven industry. Sample size was small so the result were biased. Most of the outlets have not all types of merchandise in the store. In case of Cementand appraisal. People see all immediate benefit out of it. the intangibility of the product is high. Cementapparel is subject matter of solicitation.
Schemes must be printed upon the billboard. Product brochure should be easy to understand. Company should be checked time to time by TDM himself for increasing market supply. All terms and conditions should be written in easy language.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. CONCLUSIONS 80 . There should sufficient advertisement of the company and about product knowledge. The schemes must be communicated properly and should be continued for a longer period. Some attractive schemes should be provided to the consumers directly. newspaper and magazines in order to make it useful for consumers.
BIBLIOGRAPHY 81 . yet there were some problems which act as a hindrance in its upliftment. Whenever 70% population lived in Rural area and majority know about ACC Cement only. ACC Cement is enjoying major market share as compare to other cement. if ACC Cement wants to capture more market and to increase it sales then it would have to cover such type of shops also. Not even Prism but in all other apparels and cements. So we have ACC Cement about company that they should be proper advertisement and easy availability to understand of products. There are many companies which is related to Cement but all private companies are not available in rural area. ACC Cement have good company which are more popular among consumers than others. As example Prism is the most successful Company among the Birla is available in the city.Though ACC Cement has a good Company image in Lucknow as well as in India and is enjoying major market share than other Companys. This study shows that expectable trust and long terms relationship. The present scenario the Cement is very important for any person. So. transportation and services are concerned. It is very clear that ACC Cement is one of the best Cement as far as quality. All facilities should provide in rural areas.
Books Consumer Behavior. Philip Kotler Websites : http://www. M.com 82 . June and July.S.mrsbectorfoods.businesstoday. Kothari Marketing Management.enwikipedia.google.in www.Concepts .com http://www. C.Magazine : Research Reporter issue from May.co.R. applications and Cases. Dominique Xardel Research Methodology.com http://www.Raju.
How many times. Other 2.QUESTIONNARE PART-A Please tick the response that you agree with :1. a sales staff helps you to select right things ? a. Rarely e. never 3. Prism c. Cent percent b. 50-50 d. Most of the time c. Where do you get the best service from the sales staff ? a. Others 4. Where do you generally go for shopping for Cement? a. Sometime d. Every time b. Never 83 . Birla d. Most of the time c. ACC Cement b. Do you always go for Companyed products ? a. Prism c. Birla d. ACC Cement b.
Discount coupons d. All of these 7. Does music create better shopping environment ? 84 . After sales service d. Gift vouchers c. via e-mail e. Tele calling c. Flat discount e. Newspaper/magazine 6. Buy one get one free b. Credit Note d. Exchange facilities b. How many of these mentioned facilities are provided by the store you visit ? a. Bill board d. Drinking water facilities c. Home delivery c. Warrantee & Guarantee service 8. Replacement b. SMS b.5. Regarding after sales service what all facilities are provided by your favorite store? a. How does your favourite Cementstore communicate with you ? a. Seasonal offers 9. What type of promotional schemes attract you most ? a.
How different is ACC Cement Company from other Companys ? a. Agree c. Instrumental d. Mostly disagree e. Little important d. Very different 85 . Extremely important b. Neutral 13. Which type of light you like to have in store to identify actual color and content of the product ? a. Display of merchandise in the store is a. Mostly agree b. Yellowish 12. What type of music do you prefer while shopping ? a. No 10. Disagree d. White light b. I usually watch the advertisement for announcement of sales ? a. Western music 11. Fast track c.a. Very important c. Soft music b. not important 14. Yes b.
How satisfied were you ACC Cement Company ? a. Satisfied c. How easy do you find using ACC Cement merchandise ? a. Every 2-3 weeks b. How often it every would you buy ACC Cement accessories ? a. Never 18. Very satisfied b.b. Good c. Less than one year e. Dissatisfied d. Every 4-6 months d. Very easy b. Not at all different 15. Once a month c. Fair d. Neither easy nor difficult 86 . Somewhere in between 16. Slightly different c. Excellent b. How would you rate the quality of ACC Cement Company? a. Poor 17. Easy c. Very dissatisfied e. Somewhat different d.
Yes b. Less than one year e. Have you ever purchase a ACC Cement product before ? a.d. Extremely important b. Very important c. Never 19. Important at all 20. Availability of wide variety of merchandise in store is a. Little important d. No 87 .
. : .................... Family Income (per month): .................. : ............................................................................................................ Religious : ......................................................................... Thankyou for your co-operations!! 88 ........................................ : .........................................................................................................................................................................................................................PART-B Name Age Gender Tongue : ........................ Occupation: ...
There are many companies which is related to Cement but all private companies are not available in rural area. ACC Cement have good company which are more popular among consumers than others. The present scenario the Cement is very important for any person. if ACC Cement wants to capture more market and to increase it sales then it would have to cover such type of shops also. As example Prism is the most successful Company among the Birla is available in the city. So. transportation and services are concerned. CONCLUSIONS Though ACC Cement has a good Company image in Lucknow as well as in India and is enjoying major market share than other Companys. Not even Prism but in all other apparels and cements. It is very clear that ACC Cement is one of the best Cement as far as quality. yet there were some problems which act as a hindrance in its upliftment. 90 . Whenever 70% population lived in Rural area and majority know about ACC Cement only.• All terms and conditions should be written in easy language. ACC Cement is enjoying major market share as compare to other cement.
M.businesstoday.mrsbectorfoods. applications and Cases.co.R.S. Dominique Xardel • Research Methodology.in • www.com • http://www.com • http://www. Kothari • Marketing Management.com 91 .Concepts .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. June and July. All facilities should provide in rural areas. Books • Consumer Behavior. Philip Kotler Websites : • http://www.enwikipedia. BIBLIOGRAPHY Magazine : Research Reporter issue from May.Raju. C.google.
a sales staff helps you to select right things ? a. Birla d. ACC Cement b. Rarely e. Prism c.QUESTIONNARE PART-A Please tick the response that you agree with :1. Others 4. 50-50 d. Prism c. Every time 93 . never 3. Other 2. Where do you generally go for shopping for Cement? a. Where do you get the best service from the sales staff ? a. Do you always go for Companyed products ? a. How many times. Most of the time c. Cent percent b. ACC Cement b. Birla d.
SMS b. All of these 7. After sales service d. Regarding after sales service what all facilities are provided by your favorite store? a. Home delivery c. Never 5. Warrantee & Guarantee service 8. Drinking water facilities c. How many of these mentioned facilities are provided by the store you visit ? a. Credit Note d.b. Most of the time c. Bill board d. Sometime d. Replacement b. Exchange facilities b. What type of promotional schemes attract you most ? 94 . Newspaper/magazine 6. Tele calling c. How does your favourite Cementstore communicate with you ? a. via e-mail e.
Agree c. Buy one get one free b. Mostly disagree 95 . Soft music b. Does music create better shopping environment ? a. Gift vouchers c. Mostly agree b. Flat discount e. Instrumental d. Disagree d. White light b. Yellowish 12. Seasonal offers 9. Western music 11. Yes b. Which type of light you like to have in store to identify actual color and content of the product ? a. What type of music do you prefer while shopping ? a.a. I usually watch the advertisement for announcement of sales ? a. No 10. Fast track c. Discount coupons d.
Somewhere in between 16. Very dissatisfied e. How would you rate the quality of ACC Cement Company? a. not important 14. Extremely important b. Satisfied c. How satisfied were you ACC Cement Company ? a. Little important d. Somewhat different d. Excellent b. Very important c. Slightly different c. Very different b. Display of merchandise in the store is a. How different is ACC Cement Company from other Companys ? a. Not at all different 15.e. Neutral 13. Fair 96 . Dissatisfied d. Good c. Very satisfied b.
d. Every 4-6 months d. Easy c. Extremely important b. Never 18. Very important c. Neither easy nor difficult d. How often it every would you buy ACC Cement accessories ? a. Availability of wide variety of merchandise in store is a. Little important d. How easy do you find using ACC Cement merchandise ? a. Very easy b. Every 2-3 weeks b. Less than one year e. No 97 . Poor 17. Less than one year e. Never 19. Have you ever purchase a ACC Cement product before ? a. Once a month c. Important at all 20. Yes b.
... : ............ Family Income (per month): .................... Thankyou for your co-operations!! 99 ................................................................................................................................... Occupation: ............................ : ...................................................... : .....................................................................................................................................................................................................................PART-B Name Age Gender Tongue : ............................ Religious : ...............
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