A REPORT

ON

A STUDY ON FACTORS INFLUENCING BUYING

BEHAVIOUR OF PREMIUM CEMENT BRANDS AMONG
END USERS WITH SPECIAL REFERENCE TO
KANJIRAPALLY & MEENACHIL TALUK
Submitted by
Joseph Georgey
(Reg. No: 22PBA321)
Under the Guidance of

Mr. Tinku Joy

Assistant Professor

Submitted in partial fulfilment of

the requirement for the award of the degree

Master of Business Administration

to
Mahatma Gandhi University,
Kottayam

Marian College Kuttikkanam Autonomous

Marian Institute of Management
Kuttikkanam P.O, Peerumade, Idukki

December 2023
 Marian College Kuttikkanam (Autonomous)
Marian Institute of Management
Kuttikkanam P.O, Peerumade, Idukki

CERTIFICATE
This is to certify that the summer research project report entitled “A Study on Factors Influencing

Buying Behaviour of Premium Cement Brands Among End Users with Special Reference To

Kanjirapally & Meenachil Taluk” submitted to Mahatma Gandhi University in partial fulfillment of

the requirements for the award of the MBA degree is a bonafide work done by Mr. Joseph Georgey

(Reg. No 22PBA321) during the Academic Year 2023 - 2024 under my supervision and guidance.

Faculty Guide Director

Place: Kuttikkanam
Date:
 DECLARATION

I, Joseph Georgey (Reg. No 22PBA321), MBA student of MARIAN INSTITUTE OF

MANAGEMENT, MARIAN COLLEGE KUTTIKKANAM (AUTONOMOUS), do hereby
declare that the Research Project conducted on entitled “A Study on Factors Influencing
Buying Behaviour Of Premium Cement Brands Among End Users with Special Reference
to Kanjirapally & Meenachil Taluk” under the guidance of Mr. Tinku Joy, Assistant
Professor, Marian Institute of Management, Kuttikkanam, in partial fulfillment of the
requirement for the award of the degree of Masters of Business Administration, is a bonafide
study done by me. I also declare that this report has not been previously formed or submitted
for the award of any degree, diploma, fellowship, or similar other titles by any other
university, similar institutions, or to any other person.

Place: Kuttikkanam Joseph Georgey

Date: ( Reg No:22PBA321)
 ACKNOWLEDGEMENT

I would like to take this opportunity to thank everyone who has supported me throughout
this research project. It gives me great pleasure to thank everyone who offered
encouragement and support in order for this work to be completed successfully.
First and foremost, I am thankful to God almighty for showering blessings on me during this
endeavor. I would also like to thank everyone who has offered advice, support,
encouragement and consistency for completing this research project.
I am greatly indebted to Dr. T.V Muralivallabhan, Director, Marian Institute of Management,
Kuttikkanam.
I express my heartfelt gratitude to my guide, Mr. Tinku Joy, Assistant Professor, Marian
Institute of Management, Kuttikkanam for his valuable suggestions, guidance, critical
comments, and inspiration throughout the period of my work.
I extend my gratitude to my family and friends for their support and encouragement in the
successful completion of this project.
 Table of Contents
Page
SI.NO Title
No
1 Chapter 1: Introduction 1

1.1 Introduction & Background of the Study 2

1.2 Statement of the problem 3

1.3 Research Questions 3

1.4 Objectives of the Study 3

1.5 Hypothesis 4

1.6 Background of the study 4

1.7 Scope of the study 4

1.8 Limitations of the study 5

1.9 Chapterisation Scheme 5

2 Chapter 2: Literature review 6

2.1 Literature review 7-17

2.2 Critical Review 17-18

2.3 Theoretical Framework 18-20

2.4 Research Gaps 20-21

2.5 Conceptual Framework 21-22

3 Chapter 3: Research Methodology 23

3.1 Overview of the Methodology 24

3.2 Type of Research 24

3.3 Sampling Methodology 24

3.4 Sample Size 24

3.5 Data Type 24

 3.6 Data Analysis 24-25

4 Chapter 4: Data Analysis 26

4.1 Analysis of data on the basis of age of the respondent. 27

4.2 Analysis of data on the basis of respondent’s occupation 28

Analysis of data on the basis of highest level of

4.3 29
educational qualification

Analysis of data on the basis of premium cement brand

4.4 30
preference

4.5 Analysis of data on the basis of influence of price. 31

4.6 Analysis of data on the basis of buying occasions 32

4.7 Analysis of data on the basis of brand reputation 33

Analysis of data on the basis of influence of

4.8 34
advertisements

Analysis of data on the basis of influence of promotional

4.9 35
activities

4.10 Analysis of data on the basis of Importance of Quality 36

4.11 Objective Analysis 37-42

4.12 Hypothesis Testing 43-44

5 Chapter 5: Findings & Suggestions 45

5.1 Findings 46-47

5.2 Suggestions 48

6 Chapter 6: Conclusion 49

6.1 Conclusion 50-51

Bibliography 52-54

Appendix- Questionnaire 55-56

 List of Tables
Page
SI.NO Title
No
4.1 Frequency of Different Age Groups 27

4.2 Frequency of Different Occupations 28

4.3 Frequency of Educational Qualification 29

4.4 Frequency of Most Preferred Premium Cement Brands 30

4.5 Frequency of Price Influence 31

4.6 Frequency of Different Buying Occasions 32

4.7 Frequency of Importance of Brand Reputation 33

4.8 Frequency of Influence of Advertisements 34

4.9 Frequency of Influence of Promotional Activities 35

4.10 Frequency of Importance of Quality 36

4.11 Correlations between Factors and Buying Occasions 37

4.12 Variables Entered/Removed 39

4.13 Model Summary 39

4.14 ANOVA of Brand Reputation and Brand Image 39

4.15 Coefficients 40

4.16 Correlations between Factors and Buying Occasions 41

ANOVA between Brand Image and End-User Purchasing

4.17 43
Patterns

4.18 ANOVA Buying Occasions and Price Sensitivity 44

 List of Figures
Page
SI.NO Title
No
4.1 Frequency of Different Age Groups 27

4.2 Frequency of Different Occupations 28

4.3 Frequency of Educational Qualification 29

4.4 Frequency of Most Preferred Premium Cement 30

Brands
4.5 Frequency of Price Influence 31

4.6 Frequency of Different Buying Occasions 32

4.7 Frequency of Importance of Brand Reputation 33

4.8 Frequency of Influence of Advertisements 34

4.9 Frequency of Influence of Promotional Activities 35

4.10 Frequency of Importance of Quality 36

Executive Summary
The research study delves into the intricate dynamics of consumer behavior concerning
premium cement brands in the Kanjirapally and Meenachil taluks. By employing correlation
analyses, the study identifies critical factors influencing buying decisions. Notably, brand
recognition emerges as a pivotal element, showcasing a strong positive correlation with
purchasing decisions, emphasizing the importance of consumer familiarity with the brand.

Furthermore, the study reveals a significant correlation between the influence of

promotional activities and the importance of brand reputation, indicating the role of effective
marketing strategies in shaping consumer perceptions. In the context of brand reputation, the
research underscores its significant impact on consumer choice, supported by a positive and
statistically significant coefficient. The findings also shed light on the nuanced relationship
between price influence and the importance of quality, elucidating consumers' willingness
to pay more for perceived high-quality premium cement.

This comprehensive investigation provides valuable insights for premium cement brands
seeking to understand and cater to the specific preferences of consumers in Kanjirapally and
Meenachil taluks.
 CHAPTER 1
INTRODUCTION

1
1.1 INTRODUCTION & BACKGROUND OF THE STUDY
The need for high-quality cement has increased in tandem with the building industry's rapid
rise. For discerning end customers seeking higher performance and longevity in their
construction projects, premium cement brands have become the go-to option. It is essential
for cement manufacturers and marketers to comprehend the elements that affect end users'
purchasing decisions about premium cement brands in order to properly serve their target
market.
The goal of this study is to examine the many elements that influence end consumers'
decisions about which premium cement brands to buy. This information can be used by
cement businesses to create customised marketing campaigns and raise customer satisfaction
by identifying and analysing these characteristics.
The study will use a thorough methodology that includes both quantitative and qualitative
research techniques. A representative sample of end users who have purchased premium
cement brands for their construction projects will be surveyed and interviewed to gather data.
Among other things, the research will take into account elements like project requirements,
brand reputation, pricing. The results of this study, which primarily focused on the premium
cement market, will add to the body of knowledge already available on consumer behaviour
in the construction business. The study's findings will be helpful to cement producers in
developing profitable marketing strategies, new products, and long-term business plans. It
will also be a resource for academics, researchers, and industry professionals who are
interested in the dynamics of customer choices and behaviour in the construction materials
market.
The ultimate goal of this study is to provide actionable insights that can boost market growth
and competitiveness by shedding light on the variables that affect end consumers' purchasing
decisions regarding premium cement brand’s.sensitivity, product features, and promotional
activities.

2
1.2 STATEMENT OF THE PROBLEM
The purpose of this study is to investigate the factors that significantly influence the buying
behavior of end users when it comes to premium cement brands. In the construction industry,
premium cement brands are positioned as superior quality products with added features and
benefits. However, there is a need to understand the specific factors that play a crucial role
in influencing end users' purchasing decisions within this market segment. By identifying
and analyzing these factors, this research aims to provide valuable insights that can assist
cement manufacturers and marketers in formulating effective strategies to attract and retain
customers in the premium cement category.

1.3 RESEARCH QUESTIONS

1. What are the main factors that influence end users' purchasing decisions regarding
premium cement brands in the Meenachil and Kanjirapally taluks?
2. How do end users in the Meenachil and Kanjirapally taluks make decisions about
premium cement brands in terms of brand image and reputation?
3. What impact do factors like product quality, price sensitivity, and marketing
communication techniques have on how end customers in the Meenachil and
Kanjirapally taluks choose to purchase premium cement brands?

1.4 OBJECTIVES OF THE STUDY

1. To identify and examine the critical elements that have a major impact on end users'
purchasing decisions regarding premium cement brands in the Meenachil and
Kanjirapally taluks.
2. To investigate how premium cement brand reputation and brand image affect consumer
choice in the Meenachil and Kanjirapally taluks.
3. To examine how end consumers' purchasing decisions for premium cement brands in
the Meenachil and Kanjirapally taluks are influenced by product quality, price
sensitivity, and marketing communication techniques

3
1.5 HYPOTHESIS
H1: In the Meenachil and Kanjirapally taluks, there is a considerable correlation between
brand image and end-user purchasing patterns for premium cement brands.
H2: In the Meenachil and Kanjirapally taluks, end customers' selections to purchase
premium cement brands are greatly influenced by price sensitivity.

1.6 BACKGROUND OF THE STUDY

In Meenachil and Kanjirapally taluks, the research project focuses on examining the
variables that affect end customers' purchasing decisions about premium cement brands.
Meenachil and Kanjirapally taluks in Kerala, India, have undergone major infrastructure
development and urbanisation, making them important markets for cement producers.
However, the precise variables that influence consumers' tastes and brand selections for
premium cement in this particular area are still mostly unknown. By looking at elements like
brand image and reputation, product quality, price sensitivity, marketing communication
techniques, cultural effects, and demographic factors, this study seeks to close this research
gap. Understanding these variables would help cement producers and marketers better match
their tactics with the requirements and preferences of end users in the Meenachil and
Kanjirapally taluks, according to the report. In the conclusion, our research aims to support
the expansion and competitiveness of the premium cement market in this particular region.

1.7 SCOPE OF THE STUDY

The study mainly focuses on individual house builders residing in the Kanjirapally &
Meenachil Taluks in Kottayam District and their buying behaviour in the case of premium
cement brands. The research will contribute to the existing pool of information by shedding
light on factors influencing buying behaviour of premium cement brands among end users
in this region. The findings will help marketing departments of various cement
manufacturers to develop strategies and services tailored to the specific needs of end users
in the Kanjirapally & Meenachil Taluks in Kottayam District.

4
1.8 LIMITATIONS OF THE STUDY
• The information from the study is based on only a particular area therefor can’t be
considered as general
• Customer behaviour is something which is always changing and will not be the same
forever which makes the data accurate only for some period of time
• Allotted time
1.9 CHAPTERISATION SCHEME
The following chapterisation scheme will be used for this study:
1. Introduction and Background of the Study
2. Literature Review
3. Research Methodology
4. Data Analysis and Findings
5. Discussion and Conclusion
6. Recommendations

The first chapter will introduce the study and provide background information on Factors
Influencing Customer Buying Behaviour Towards Premium Cement Brands. The second
chapter will review the relevant literature on Consumer Buying behaviour and Premium
Cement Brands. The third chapter will describe the research methodology used in the study.
The fourth chapter will present the data analysis and findings. The fifth chapter will discuss
the findings and draw conclusions. The sixth chapter will provide the recommendations. This
chapterisation scheme is designed to ensure that the study is well-structured and that the
findings are presented in a clear and concise manner

5
 CHAPTER 2
LITERATURE REVIEW

6
2.1 LITERATURE REVIEW

1. Michaud, C., & Llerena, D. (2010). Green consumer behaviour: an experimental

analysis of willingness to pay for remanufactured products. Business Strategy and the
Environment:The journal focuses on a study of consumers' preferences towards
remanufactured products, using remanufactured single-use cameras as an example. The
authors measure consumers' willingness to pay for these products when they are
informed about their specific properties. The study finds that a minority of consumers
rate the environmental impact as more significant than the product's quality or price. The
research aims to shed light on the perceived value of remanufactured products and the
business opportunities that remanufacturing can offer. The paper is structured into five
sections: an overview of the industrial and marketing challenges of remanufacturing
according to existing literature, a discussion of methods used to measure consumers'
willingness to pay, a detailed description of the experimental design employed in the
study, a presentation of the study results and their implications, and finally, a conclusion.
2. Su, J., & Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast
fashion. International Journal of Retail & Distribution Management: This study
investigates the factors influencing college students' brand loyalty towards fast fashion
brands from a consumer-based brand equity (CBBE) perspective. While various
conceptualizations of brand equity exist, this study applies a unique definition tailored
to fast fashion product brands in a marketing communications context. The methodology
and analysis of empirical data are explained, and the research model and hypotheses are
justified based on a literature review. The report concludes with a discussion of the
findings and their managerial implications.
3. Doherty, A. M. (2000). Factors Influencing International Retailers’ Market Entry Mode
Strategy: Qualitative Evidence from the UK Fashion Sector. Journal of Marketing
Management: This literature review paper focuses on international retailing, particularly
studying the internationalisation process of retail firms and the strategy of market entry.
It reviews key academic research that has looked into the reasons behind firms deciding
to internationalise, the extent and direction of such activities, and specific case studies
on various firms. The authors highlight that while there has been extensive research on
many angles of this topic, surprisingly, there's been limited research devoted to market
entry mode strategy - a core aspect of the internationalisation process. They reference

7
 studies such as Alexander (1989)'s findings that UK retailers favored organic growth and
acquisition as means of entry into the then EEC, and Burt (1993)'s observation of an
emerging interest in franchising as an entry mode.
4. Bruwer, J., Saliba, A., & Miller, B. (2011). Consumer behaviour and sensory preference
differences: implications for wine product marketing. Journal of Consumer Marketing:
This research paper explores the increasing consumption of wine as a lifestyle beverage,
focusing on gender, consumer behavior, and age groups mainly in Australia. The paper
highlights the growth of wine as a preferred alcoholic drink, citing that in a 2009 Gallup
Poll, 50% of US women chose wine as their standard alcoholic beverage, with 58% of
Americans being wine buyers. The paper points out that the experience of buying wine
can be challenging and perceived as risky due to the product's information-intensive
nature. It indicates that the quality of wine can only truly be assessed upon consumption,
with olfactory sensory aspects being a crucial element of the product experience. The
paper also shows that there may be differences in wine sensory perception based on
lifestyle, with findings that in the UK, more women buy wine at supermarkets, while
more men do so in specialty wine shops.
5. White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors
to be More Sustainable: A Literature Review and Guiding Framework. Journal of
Marketing.: The article discusses the important subject of promoting sustainable
consumption. Highlighting that making sustainable choices may not have immediate
benefits, but rather longer-term advantages for both individuals and the natural
environment. Because of the unique challenges in promoting sustainability, marketers
need specialized strategies. In order to identify the key drivers of sustainable
consumption, the authors conducted a review of existing literature from top marketing
journals. The review involved a keyword-based search selection process. The journals
included are known for their high impact factors and they all feature on the Financial
Times Top 50 list. Upon filtration and grouping of the papers into themes, a model known
as 'SHIFT' was constructed based on the most frequently occurring concepts. The authors
then expanded their research, integrating more specific terms that were relevant to their
framework.
6. Maity, Dr.Arijit (June 2017). A Comparative Study of Branding Strategies Harnessed
by Indian Cement Manufacturers : This article explores the increased need for branding
in the Indian cement industry due to the rapid growth of cement manufacturers and the
prevalent use of cement in construction. Traditionally, cement purchases in India were
mainly the domain of contractors and developers, but with up to 50% of purchases now
8
 contributed by homeowners, manufacturers are focusing efforts on direct consumer
marketing. Branding in the cement industry is built on the products' Unique Selling
Propositions (USPs), such as Ambuja Cement's 'strength', Binani Cement's 'durability',
and UltraTech's 'Engineer’s Choice' appeal. Effective branding has a significant impact
on a company's bottom line, with customers more likely to buy from brands they
recognize and trust.
7. Ravindra Kumar Singh (2020)To Study The Triggers And Barriers In Selecting A
Cement Brand: This article discusses the cement industry in India, its structure, distinct
attributes, and key challenges. The industry is arranged in clusters where the position of
limestone reserves largely contributes to its growth. With over 70 cement companies
operating large and mini-plants, the majority of the cement production (94%) is
undertaken by large plants. The industry is cyclical in nature, tied to economic and
temperature cycles, with peak production generally in March. Major players survive due
to economies of scale, operating efficiencies, regulated production networks, and
regional diversification. India is the second-largest cement manufacturer globally, with
the sector's growth significantly enhanced following partial decontrol in 1982 and
complete decontrol in 1989. However, the industry faces challenges such as high cement
taxes, continuous insufficient supply of primary fuel gas, and a reputation for being a
significant environmental polluter. Still, it helps in environmental cleanliness by
consuming toxic waste, such as fly ash and steel slag.
8. Punniyamoorty, M., & Shetty, N. K. (2011). A study of customers’ brand preference
pattern and factors influencing brand preference in a commodity product. International
Journal of Indian Culture and Business Management: This article presents a study carried
out to understand customers' brand preference patterns in the cement industry,
specifically in India. Through systematic market research, the study uncovered factors
that influence customers' choice of brand. This information could potentially aid cement
companies in highlighting certain product features under specific brand names to better
meet customer requirements. A notable gap in the literature was discovered, revealing
that minimal research had been conducted in the systematic branding of construction
commodities within the cement industry. The objectives of this study were to analyze
customers' brand preferences across different cement brands, study the factors impacting
these preferences, and delineate various strategies based on the study findings. Data was
collected through a questionnaire designed for a primary survey in the cement industry
in Bangalore, a major cement-consuming city in India. The questionnaire's validity was
confirmed by engaging experts in the cement industry.
9
9. Sangroya, D., & Nayak, J. K. (2017). Factors influencing buying behaviour of green
energy consumer. Journal of Cleaner Production: This article emphasizes the potential
of green energy in mitigating the effects of greenhouse gases and combating climate
change. It illustrates the influence that consumer choices can have, citing the example of
10.25 million Indian citizens voluntarily giving up their LPG cylinder subsidy due to a
request from their Prime Minister. Furthermore, the article suggests that social pressure
can influence consumers to choose green energy. The study proposes that policy makers
establish and reinforce social norms favoring green energy and that suppliers highlight
the functional benefits of green energy to attract more consumers. The paper introduces
a Green Perceived Value (GPV) model with four dimensions: functional value, social
value, emotional value, and conditional value, and develops measurement scales for
these dimensions. The authors hope this multi-dimensional construct will spur further
research into consumer behavior related to green energy consumption.
10. Bagga, T., & Bhatt, M. (2013). A Study of Intrinsic and Extrinsic Factors Influencing
Consumer Buying Behaviour Online. Asia-Pacific Journal of Management Research and
Innovation: The paper discusses factors influencing consumer buying behavior online by
analyzing responses to 19 statements. Principal Component Analysis was used to reduce
the responses into seven significant factors. They discovered that these seven
characteristics accounted for 71.091% of the consumer's behavior variance, indicating a
significant influence on online purchasing decisions. These factors could include reading
online reviews, using company webpages, visiting a company's website, interface
usability and attractiveness, hesitation in online payments, willingness to share personal
data, and receptiveness to product email notifications. Additionally, advice from family,
friends, or experts, as well as sharing product information in the social media space are
also considered. These factors were, however, not explicitly identified in this part of the
report. They being part of a bigger study, will be comprehensively explained in the full
report.
11. Jaakkola, E. (2007). Purchase decision-making within professional consumer services.
Marketing Theory: This article delves into the distinct attributes of purchase decision-
making in professional consumer services context, comparing it with those of
organizational and consumer buying. The term 'purchase decision' refers to decisions
about selecting and acquiring products and services in both consumer and organizational
contexts. Traditionally, these two contexts have been examined separately in theory, with
most research based on different theoretical assumptions about decision-making
processes' rationality, individuality, and idiosyncrasy. The article elaborates on three
10
 aspects of the purchase decision-making process: the actors or decision-makers, the
nature of purchase decision tasks, and the process of decision making. It concludes with
a proposed theoretical framework for purchase decision-making within professional
consumer services, based on the typical characteristics identified in the comparison and
defined in a series of propositions. It also discusses the implications of this framework
for both researchers and practitioners.
12. Mihaela, O. O. E. (2015). The Influence of the Integrated Marketing Communication
on the Consumer Buying Behaviour. Procedia Economics and Finance: The paper
discusses the relevance of integrated marketing communication (IMC) in today's
consumer-based market. The effectiveness of IMC campaigns lies in their strategic
targeting and utilization of combined communicative tools that can sway the preferences
and behaviors of a targeted audience. The design of effective messages and the selection
of suitable communication tools are crucial in maintaining consumer preferences for a
product, brand, or company. IMC not only fosters fruitful customer relationships but also
adds value to the product or brand. It ensures message consistency across several
communication tools, including advertising, sales promotion, direct marketing, public
relations, and online communication. Understanding customers' accessibility to these
messages provides insights into their informational preferences. Consequently,
companies can utilize IMC in the most efficient and economical way that meets the
consumer expectations. The study was co-funded by the European Social Fund.
13. Haralayya, B. (2021). Effect Of Branding On Consumer Buying Behaviour At Vijay
Bharat Motors Pvt Ltd, Bidar. Zenodo (CERN European Organization for Nuclear
Research): The article investigates the impact of branding on consumer buying behavior,
specifically regarding Ford cars. Due to the cut-throat competition in the car industry,
consumers differentiate between various models and brands during purchasing. The main
objective is understanding how the brand affects buying behavior. A study was conducted
in Bidar district, Karnataka state, India, aiming to examine factors that determine brand
image and loyalty, understand Ford's brand image and loyalty, and suggest ways to
develop the brand.
14. Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and
purchase intention of organic food: a conceptual framework. Management of
Environmental Quality: An International Journal, ahead-of-print(ahead-of-print): The
article discusses the increasing demand for eco-friendly or green products due to growing
concerns about pollution and environmental issues. This demand is driven in part by
economic growth and partly due to a shift in consumer behaviour. To address this,
11
 businesses and stakeholders are embracing sustainability in their operations and products
to remain competitive. Purchase decisions are affected by various factors including
social, economic, and cultural contexts. The trend is noticeable in the food industry,
where there's a shift from polluting traditional agriculture to sustainable practices for
producing environmentally friendly products like organic food. The paper seeks to
explore consumers' behavioural intention towards organic food.
15. Nosike, C., & Egbunike, C. (2022). Customers’ Loyalty and Sales Performance of
Dangote Cement Product in Awka, Anambra State. Annals of Management and
Organization Research: This study investigates the relationship between customer
loyalty and sales performance of Dangote Cement products in Awka, Anambra State. It
specifically examines how emotional loyalty and behavioral loyalty influence consumer
purchase intention. The research methodology involves a survey with 124 consumers,
utilizing structured questionnaires and Pearson correlation analysis. Findings reveal a
positive and significant link between emotional loyalty and purchase intention, as well
as between behavioral loyalty and purchase intention. However, the study's limitation
lies in its focus on a single product, potentially restricting the generalizability of the
findings. This research contributes to the understanding of customer loyalty's impact on
product purchase and highlights the growing use of emotional marketing tools. It also
underscores the importance of viewing consumers from both relational and transactional
perspectives in marketing literature.
16. White, K., Macdonnell, R., & Dahl, D. W. (2011). It’s the Mind-Set that Matters: The
Role of Construal Level and Message Framing in Influencing Consumer Efficacy and
Conservation Behaviors. Journal of Marketing Research: This literature review examines
the effectiveness of loss- and gain-framed messages in influencing consumer recycling
behavior, focusing on the moderating role of mindset concreteness. Three studies are
analyzed. In a field study, loss frames are found to be more effective with concrete
mindsets, while gain frames work better with abstract mindsets, with this pattern
persisting over time. Two laboratory studies support this matching hypothesis, showing
that pairing loss- or gain-framed messages with corresponding mindset types enhances
processing fluency, efficacy, and recycling intentions. These findings hold significance
for marketers, consumers, and society, offering insights into optimizing recycling
campaigns based on mindset framing.
17. Qazzafi, S. (2020). Factor Affecting Consumer Buying Behavior: A Conceptual Study.
IJSRD - International Journal for Scientific Research & Development: This literature
review examines the factors influencing consumer buying behavior, utilizing a
12
 qualitative approach with secondary data. The study focuses on personal, psychological,
social, and economic factors as key determinants of consumer decisions. However, it is
limited by its exclusive reliance on theoretical frameworks and lacks empirical data. The
review underscores the significance of age, life cycle stages, motivation, and perceptions
in shaping consumer behavior. Additionally, it highlights the substantial impact of a
consumer's environment on their purchasing choices.
18. Lawan, L., & Zanna, R. (2013). Evaluation of Socio-Cultural factors influencing
consumer buying behaviour of clothes in Borno State, Nigeria. IJBAS : International
Journal of Basics and Applied Science: This study conducted in Borno state, Nigeria,
investigates the impact of cultural, economic, and personal factors on consumer buying
behavior for clothing. Data from 174 respondents were analyzed using various statistical
methods. The findings emphasize the significant influence of cultural factors,
particularly societal norms, on buying behavior. Economic factors, notably income, also
play a substantial role. Interestingly, age emerged as the primary personal factor affecting
buying decisions. The study underscores the importance of considering socio-cultural
factors when designing clothing products for the market. These insights are valuable for
marketing managers aiming to understand and cater to consumer preferences in this
region.
19. Stocchi, L., Driesener, C., & Nenycz-Thiel, M. (2015). Brand image and brand loyalty:
Do they show the same deviations from a common underlying pattern? Journal of
Consumer Behaviour: This literature review examines the relationship between brand
buying patterns and brand image associations. The study investigates deviations from
the double jeopardy pattern in brand buying data, specifically focusing on niche brands
and change-of-pace brands, and compares these deviations to brand image data obtained
from consumer surveys. The findings reveal that deviations in brand buying and brand
image data rarely align. Notably, deviations in brand image data are infrequent and
suggest that a brand's associative rate significantly influences brand loyalty. This
research contributes to buyer behavior theory and underscores practical implications for
branding strategies, emphasizing the importance of increasing a brand's associative rate
while maintaining or expanding market penetration.
20. Aaker, D. A. (1992). The Value of Brand Equity. Journal of Business Strategy: In the
1960s and early 1970s, Schlitz beer enjoyed a strong position as the second most
prominent beer brand, propelled by successful marketing campaigns like "You only go
around once in life—so grab all the gusto you can." However, in the mid-1970s, Schlitz
made a strategic shift by adopting a shorter four-day fermentation process and
13
 substituting corn syrup for barley malt in pursuit of cost efficiency. This decision had
unintended consequences, resulting in beer that often became flat or cloudy on store
shelves, tarnishing Schlitz's image as a quality beer with perceived low-quality
ingredients. This transformation highlights the delicate balance between cost-saving
measures and product quality in the competitive beer industry.
21. Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference
and purchase intentions in the service industries. The Service Industries Journal: This
academic article investigates the topic of service brand equity, which has been relatively
under-studied compared to consumer product brand equity. Consumers' response to
branding impacts a business by contributing to market share and profits. While there's
extensive studies on how to build strong brands, the literature on service branding
remains less explored. Researchers highlight that service branding might be more crucial
due to its complexity and difficulty for consumers to evaluate service quality against
branded consumer goods. The researchers also consider how service brand values are
communicated to staff and customers. Dissatisfaction with the lack of consensus
concerning brand equity's antecedents and consequences, the present study aims to
provide an integrated framework on these aspects specifically for service brand equity.
22. Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer
satisfaction. Annals of Tourism Research: This literature review examines the
relationship between consumer-based brand equity and brand loyalty within the hotel
and restaurant industry. Analyzing data from 378 customers through structural equation
modeling, it identifies five dimensions of brand equity—physical quality, staff behavior,
ideal self-congruence, brand identification, and lifestyle congruence—as positively
influencing consumer satisfaction. Notably, consumer satisfaction is found to partially
mediate the impact of staff behavior, ideal self-congruence, and brand identification on
brand loyalty, while fully mediating the effects of physical quality and lifestyle
congruence on brand loyalty. These findings highlight the critical role of consumer
satisfaction in fostering brand loyalty within this industry.
23. Tekin, G. , Yıltay, S. & Ayaz, E. (2016). The Effect of Brand Image on Consumer
Behaviour: Case Study of Louiss Vuitton-Moet Hennessy . International Journal of
Academic Values Studies: This literature review explores the influential role of brand
image on consumer behavior, particularly in the luxury market context, with a focus on
the case study of LVMH. Consumers' perceptions of brands are shaped by various
psychological, social, and personal factors. A strong brand image is a crucial component
in attracting consumers to purchase specific products. The study employs a quantitative
14
 methodology, utilizing a questionnaire with 104 random online participants to investigate
how brand image impacts consumer behavior. Data and insights are drawn from a variety
of sources, including books, journals, articles, and online materials, to provide a
comprehensive understanding of this relationship.
24. Cambra-Fierro, J.J., Fuentes-Blasco, M., Huerta-Álvarez, R. et al(2021). Customer-
based brand equity and customer engagement in experiential services: insights from an
emerging economy: This literature review examines the relationship between customer-
based brand equity and customer engagement within the context of emerging economies,
particularly focusing on experiential services like private health clinics. Drawing from
Social Capital Theory, the study proposes a causal model to investigate the influence of
customer-based brand equity on customer engagement, mediated by customer
satisfaction and customer reputation. The findings reveal that customer-based brand
equity has a direct positive effect on both customer satisfaction and customer reputation,
ultimately impacting customer engagement indirectly. This review underscores the
theoretical implications of these results and their significance for practical business
applications in the experiential service sector.
25. Çavuşoğlu, S., Demirağ, B., Durmaz, Y., & Çikmaz, G. (2021). The impact of brand
image and brand conscious on perceived price and purchase intention. Transnational
Marketing Journal: In this research, the effect of brand image and brand conscious on
perceived price and purchase intention are examined. The role of perceived price on
purchase intention is also investigated. The sample of the research is the customers using
a mobile phone in Turkey. In this study, the convenience sampling method was used
which is the non-probability sampling method. According to the convenience sampling
method, 450 customers were reached and 409 questionnaires were found suitable for
data analysis. The collected data was analyzed with SPSS and AMOS programs and the
validity and reliability of the scales were tested. According to the results of the research,
there was a positive relationship between brand image and perceived price and purchase
intention. On the other hand, brand-conscious did not affect the perceived price and
purchase intention. It was also found that there was a positive relationship between
perceived price and purchase intention.
26. Fianto, A. Y. A., Hadiwidjojo, D., Aisjah, S., & Solimun, S. (2014). The influence of
brand image on purchase behaviour through brand trust. Business Management and
Strategy: This literature review explores the evolving landscape of market competition,
particularly within the service industry. It emphasizes that competition extends beyond
product functionality, focusing on the significance of brand image in shaping consumer
15
 behavior. The study, involving 386 students from Islamic private universities in East
Java, employs Generalized Structured Component Analysis (GSCA) to uncover key
findings. It reveals that brand image significantly impacts purchase behavior and
highlights the mediating role of brand trust in this relationship, albeit not entirely. This
underscores the increasing importance of cultivating a distinct brand identity to influence
consumer choices in today's competitive marketplace.
27. Chandan, A. (2019). Factors Affecting Consumer Buying Behaviour. Zenodo (CERN
European Organization for Nuclear Research): Consumer Buying Behaviour refers to the
buying behaviour of the ultimate consumer. Many factors, specificities and
characteristics influence the individual in what he is and the consumer in his decision
making process, shopping habits, purchasing behaviour, the brands he buys or the
retailers he goes. A purchase decision is the result of each and every one of these factors.
An individual and a consumer is led by his culture, his subculture, his social class, his
membership groups, his family, his personality, his psychological factors, etc. and is
influenced by cultural trends as well as his social and societal environment. By
identifying and understanding the factors that influence their customers, brands have the
opportunity to develop a strategy, a marketing message (Unique Value Proposition) and
advertising campaigns more efficient and more in line with the needs and ways of
thinking of their target consumers, a real asset to better meet the needs of its customers
and increase sales.
28. Anisha A. and Kalaivani A. (2016), ‘Factors Influencing Buyers Behaviour while
Purchasing’,Shanlax International Journal of Commerce: This literature review
examines the multifaceted factors influencing consumer buyer behavior. Cultural aspects
encompass culture, subculture, and social class, rooted in our values. Social factors entail
reference groups, family, roles, and status, portraying external influences on purchasing
choices. Personal variables like age, occupation, and lifestyle elucidate evolving
preferences with changing circumstances. Psychological factors, including motivation
(Maslow's hierarchy), perception, learning, beliefs, and attitudes, delve into the
intricacies of individual decision-making processes. Understanding these interwoven
elements provides valuable insights for marketers seeking to comprehend and influence
consumer choices, acknowledging the dynamic interplay of cultural, social, personal,
and psychological forces in shaping consumer behavior.
29. N Ramya, Dr. SA Mohamed Ali(2016). Factors affecting consumer buying behavior:
Consumer buying behavior is a multifaceted concept shaped by numerous factors such
as culture, subculture, social class, family, and individual psychological traits. This
16
 behavior is also influenced by current cultural trends and the broader societal
environment. Understanding these influences is crucial for brands seeking to develop
effective marketing strategies and advertising campaigns. By identifying these factors,
brands can tailor their messages and Unique Value Propositions to align with the
preferences and needs of their target consumers, ultimately enhancing customer
satisfaction and driving increased sales. This review highlights the importance of
comprehending the intricate web of factors impacting consumer decision-making,
facilitating more successful marketing endeavors.
30. Yu, W., & Ramanathan, R. (2012). Retail service quality, corporate image and
behavioural intentions: the mediating effects of customer satisfaction. The International
Review of Retail, Distribution and Consumer Research: This literature review examines
the interconnections among service quality, corporate image, satisfaction, and behavioral
intentions within the context of a Chinese supermarket. Utilizing structural equation
modeling (SEM) and data from 404 customers, the study reveals that customer
satisfaction plays a pivotal role as a mediator between retail service quality and
behavioral intentions, such as recommending and repurchasing. Additionally, it
highlights that retail service quality significantly impacts customers' perceptions of
corporate image. Furthermore, the research underscores that the relationship between
corporate image and behavioral intentions is entirely mediated by customer satisfaction.
These findings contribute valuable insights into the dynamics of customer behavior in
the retail sector.
2.2 CRITICAL REVIEW
A comprehensive literature review on the "Factors Influencing Buying Behavior of Premium
Cement Brands among End Users" reveals the intricate interplay of various elements that
shape consumers' decisions in the construction material market. The study of consumer
behavior in this context is crucial for both marketers and researchers to understand the
dynamics of the industry and optimize marketing strategies. Here is a critical overview of
key themes and findings in the existing literature:
Product Quality and Performance: A recurrent theme in the literature is the emphasis on the
quality and performance of premium cement. Consumers often prioritize durability, strength,
and resistance to environmental factors when selecting premium brands. Studies highlight
that perceived product quality significantly influences consumer preferences and loyalty.
Brand Image and Reputation: The brand image and reputation of premium cement brands
play a pivotal role in influencing buying behavior. Consumers are inclined to trust and
choose brands with a positive reputation for delivering consistent quality. Research suggests
17
that an established and positive brand image contributes to the perceived value of premium
cement.
Price Sensitivity and Value Perception: While premium cement is associated with higher
prices, consumers evaluate the perceived value in relation to the quality offered. Studies
indicate that consumers may be willing to pay a premium if they perceive added value, such
as enhanced durability, superior performance, or environmental sustainability.
Influence of Marketing and Communication: The effectiveness of marketing and
communication strategies cannot be overstated. Literature suggests that well-executed
marketing campaigns, highlighting unique selling propositions and differentiating factors,
influence consumer perceptions and choices. Social media and digital platforms are
increasingly recognized as influential channels in this regard.
Environmental Sustainability: With growing environmental awareness, studies underscore
the importance of eco-friendly attributes in premium cement selection. Consumers are
increasingly considering the environmental impact of construction materials, and premium
brands that align with sustainable practices gain a competitive edge.
Innovation and Technological Advancements: Technological innovations in cement
production, such as advanced formulations and manufacturing processes, contribute to the
attractiveness of premium brands. Consumers are often drawn to products that showcase
innovation, as it is perceived as a marker of superior quality and performance.
Consumer Preferences and Demographics: Understanding the diverse preferences and
demographics of end users is critical. Factors such as geographical location, project scale,
and demographic characteristics influence the criteria consumers prioritize in their choice of
premium cement.
The literatures suggests that the buying behavior of end users regarding premium cement
brands is a multifaceted process influenced by product attributes, brand image, pricing,
marketing strategies, environmental considerations, and technological advancements. A
holistic understanding of these factors is essential for stakeholders in the cement industry to
tailor their offerings and communication strategies effectively.
2.3 THEORETICAL FRAMEWORK
This study integrates insights from diverse literature to develop a comprehensive theoretical
framework. Drawing on Michaud and Llerena's (2010) experimental analysis of consumer
behavior towards remanufactured products, Su and Chang's (2018) investigation into factors
affecting brand loyalty in the context of fast fashion, and Maity's (2017) exploration of
branding strategies in the Indian cement industry, the framework recognizes the complex

18
interplay of environmental consciousness, brand loyalty, and strategic branding in
influencing buying behavior.
Considering the role of sensory preferences and lifestyle choices in wine consumption
(Bruwer, Saliba, & Miller, 2011) and the need to promote sustainable consumption (White,
Habib, & Hardisty, 2019), the framework further incorporates elements from Sangroya and
Nayak's (2017) examination of factors influencing the purchase of green energy.
Acknowledging the importance of brand preference patterns in a commodity product
(Punniyamoorty & Shetty, 2011) and the triggers and barriers in selecting a cement brand
(Singh, 2020), the framework integrates insights from Bagga and Bhatt's (2013) study on
intrinsic and extrinsic factors influencing consumer buying behavior online.
Recognizing that purchase decision-making varies across contexts, such as professional
consumer services (Jaakkola, 2007) and the impact of integrated marketing communication
on consumer buying behavior (Mihaela, 2015), the framework considers the theoretical
propositions put forth by these studies.
Additionally, the framework accommodates insights from recent studies on customer loyalty
and its influence on sales performance in the cement industry (Nosike & Egbunike, 2022)
and the conceptual framework for understanding consumers' buying behavior towards
organic food (Dangi, Gupta, & Narula, 2020).
The proposed framework emphasizes the multidimensionality of consumer behavior
influenced by environmental concerns, brand loyalty, sensory preferences, sustainability,
branding strategies, and the unique characteristics of the cement industry. It provides a
comprehensive lens for analyzing the factors influencing the buying behavior of end users
towards premium cement brands, offering a foundation for empirical investigation and
practical implications for marketers and policymakers

Consumer behavior is a complex process influenced by a variety of factors, including both

internal and external stimuli. Internal factors such as personal needs, motivations, and
attitudes, as well as external factors such as social and cultural influences, all play a role in
shaping how consumers make decisions.
When it comes to the purchase of premium cement brands, a number of factors can influence
consumer behavior. Some of the most important factors include:
Perceived quality: Consumers are willing to pay a premium for cement brands that they
perceive to be of higher quality. This perception of quality may be based on a number of
factors, such as the brand's reputation, the strength and durability of its cement, and the
overall appearance of its products.
19
Brand image: Consumers are also drawn to premium cement brands with strong brand
images. These brands are often associated with luxury, status, and exclusivity. Consumers
may want to use these brands to signal their own social status or to create a certain image for
their homes or businesses.
Brand loyalty: Consumers who have had positive experiences with a particular premium
cement brand in the past may be more likely to repurchase that brand in the future. This
brand loyalty can be difficult for competitors to break, as consumers may be reluctant to
switch to a new brand that they are not familiar with.
Price: While price is always a factor in consumer decision-making, it is especially important
for premium cement brands. These brands typically charge a premium price for their
products, so consumers need to be convinced that the extra cost is worth it.
In addition to these factors, a number of other variables can also influence consumer
behavior, such as:
Income: Consumers with higher incomes are more likely to purchase premium cement
brands.
Age: Younger consumers may be more likely to purchase premium cement brands than older
consumers.
Occupation: Consumers in certain professions, such as architects and engineers, may be
more likely to purchase premium cement brands due to the specific requirements of their
jobs.
Education: Consumers with higher levels of education may be more likely to purchase
premium cement brands, as they may be more aware of the benefits of using high-quality
cement.
It is important to note that the factors influencing buying behavior of premium cement brands
may vary depending on the specific market. For example, in some markets, consumers may
be more concerned with price than in other markets. Additionally, the marketing strategies
of premium cement brands may also influence consumer behavior. For example, brands that
effectively communicate the benefits of their products and build strong brand images may
be more successful in attracting and retaining customers.

2.4 RESEARCH GAPS

1. The role of brand identity and brand image in influencing end users' purchase
behavior of premium cement brands: Brand identity and brand image are two
important concepts in marketing, but there is limited research on how they influence end

20
 users' purchase behavior of premium cement brands.This research gap could be
addressed by conducting a study to identify the key dimensions of brand identity and
brand image for premium cement brands, and to examine how these dimensions
influence end users' purchase behavior.
2. The impact of the consumer decision-making process on end users' purchase
behavior of premium cement brands: The consumer decision-making process is the
series of steps that consumers go through when making a purchase. There is limited
research on how the consumer decision-making process influences end users' purchase
behavior of premium cement brands. This research gap could be addressed by conducting
a study to identify the key stages of the consumer decision-making process for premium
cement brands, and to examine how these stages influence end users' purchase behavior.
3. The role of social media in influencing end users' purchase behavior of premium
cement brands: Social media is playing an increasingly important role in consumers'
purchase decisions. There is limited research on how social media influences end users'
purchase behavior of premium cement brands. This research gap could be addressed by
conducting a study to examine how end users use social media to learn about and
evaluate premium cement brands, and how social media influences their purchase
decisions.
4. The impact of sustainability on end users' purchase behavior of premium cement
brands: Sustainability is becoming increasingly important to consumers. There is
limited research on how sustainability influences end users' purchase behavior of
premium cement brands. This research gap could be addressed by conducting a study to
examine how end users perceive the sustainability of premium cement brands, and how
this perception influences their purchase behavior.
5. The influence of price on end users' purchase behavior of premium cement brands:
Price is an important factor in all purchase decisions. There is limited research on how
price influences end users' purchase behavior of premium cement brands. This research
gap could be addressed by conducting a study to examine how end users perceive the
price of premium cement brands, and how this perception influences their purchase
behavior.
2.5 CONCEPTUAL FRAMEWORK
1. Independent variables:
• Demographic factors: age, gender, income, education, occupation, household size, etc.
• Perceptual factors: brand awareness, brand image, perceived quality, perceived value,
perceived price, etc.
21
2. Dependent variable:
• Buying behavior of premium cement brands: purchase intention, actual purchase, brand
loyalty, etc.
3. Mediating variables:
• Brand attitude: End users' attitudes towards premium cement brands may mediate the
relationship between the independent variables and the dependent variable.
• Perceived risk: End users' perceived risk associated with purchasing premium cement
brands may mediate the relationship between the independent variables and the
dependent variable.
4. Moderating variables:
• Brand trust: End users' trust in premium cement brands may moderate the relationship
between the independent variables and the dependent variable.
• Knowledge about premium cement brands: End users' knowledge about premium cement
brands may moderate the relationship between the independent variables and the
dependent variable.

22
 CHAPTER 3
RESEARCH METHODOLOGY

23
3.1 OVERVIEW OF THE METHODOLOGY
This chapter provides a thorough examination of the research methods used in this study. It
covers a range of elements, such as the research approach, how participants were selected,
the nature of the data, and the methods used to analyze the data. Additionally, it provides
insights into how both qualitative and quantitative data collection approaches were
combined.
3.2 TYPE OF RESEARCH
The research design for this study adopts an exploratory approach, aiming to plunge into the
multifaceted factors that influence the behaviour of premium cement brands among end
users. This methodology allows for an in-depth examination of these factors, providing
valuable insights into the complex landscape of premium cement preferences and buying
behaviour
3.3 SAMPLING METHODOLOGY
The research has opted for a non-probability sampling method, specifically using
convenience sampling. This decision is based on practical factors like limited resources and
time constraints. While it may not ensure a completely representative sample, it represents a
practical approach to gather data within the constraints of the study.
3.4 SAMPLE SIZE
The research will involve the participation of 200 respondents who have come across buying
of cement at least once. The selection of this sample size has been carefully considered to
ensure the availability of a substantial and comprehensive dataset for later analysis. Both
qualitative and quantitative data collection methods will be employed in the sample,
facilitating a comprehensive exploration of factors associated with the factors influencing
buying behaviour of premium cement brands among end users.
3.5 DATA TYPE
The research utilizes quantitative data collection techniques. Quantitative data will be
methodically obtained through surveys and questionnaires, yielding numerical data for
statistical analysis. It guarantees a comprehensive and all-encompassing comprehension of
the factors that affect the buying behaviour of premium cement brands among end users.
3.6 DATA ANALYSIS
The collected data will go through various analytical procedures that encompass a range of
techniques:

24
• Descriptive Statistics: This method will be utilized to concisely summarize and portray
the key characteristics of the gathered quantitative data. It serves as the foundation for
comprehending the dataset.
• Regression Analysis: Quantitative data will be subjected to regression analysis, which
will aid in exploring relationships among variables. This allows for hypothesis testing
and the identification of significant factors that impact brand loyalty.
By incorporating quantitative data collection methods into the research framework and
employing a range of analytical techniques, this comprehensive research methodology
ensures a holistic exploration of the intricate factors that that affect the buying behaviour of
premium cement brands among end users.

25
 CHAPTER 4
DATA ANALYSIS

26
4.1ANALYSIS OF DATA ON THE BASIS OF AGE OF THE RESPONDENT.
Table 4.1 Frequency of Different Age Groups

Frequency Percent Valid Percent Cumulative

Percent
18-24 96 76.8 76.8 76.8
25-34 7 5.6 5.6 82.4
Valid 35-44 5 4.0 4.0 86.4
45 and above 17 13.6 13.6 100.0
Total 125 100.0 100.0

Figure 4.1 Frequency of Different Age Groups

INFERENCE

The above data shows that majority of the respondents belong to the age group of 18-24
(76.8%) followed by 45 and above (13.6%),25-34(5.6%) and 35-44(4%). This shows that
the Age of the respondents has an importance in determining the buying behaviour involved
in the purchase of premium cement brands.

27
4.2 ANALYSIS OF DATA ON THE BASIS OF RESPONDENT’S OCCUPATION.

Table 4.2 Frequency of Different Occupation

Frequency Percent Valid Percent Cumulative

Percent
Student 81 64.8 64.8 64.8
Employed 25 20.0 20.0 84.8
Valid
Self -employed 19 15.2 15.2 100.0
Total 125 100.0 100.0

Figure 4.2 Frequency of Different Occupation

Inference

The above data shows that majority of the respondents are Students (64.8%) followed by
Employed people (20%) and Self-Employed people (15.2%). This shows that the current
occupation status of the respondents has an importance in determining the buying behaviour
involved in the purchase of premium cement brands.

28
4.3ANALYSIS OF DATA ON THE BASIS OF HIGHEST EDUCATIONAL
QUALIFICATION.

Table 4.3 Frequency of Educational Qualifications

Frequency Percent Valid Cumulative

Percent Percent
High school 5 4.0 4.0 4.0
Bachelor's degree 52 41.6 41.6 45.6
Valid Master's degree 65 52.0 52.0 97.6
Doctorate 3 2.4 2.4 100.0
Total 125 100.0 100.0

Figure 4.3 Frequency of Educational Qualifications

Inference

The above data shows that majority of the respondents are having Master’s Degree as their
highest educational qualification (52%) followed by Bachelor’s Degree (41.6%) High
School (4%) and Doctorate (2.4%). This shows that the Educational Qualification of the
respondents has an importance in determining the buying behaviour involved in the purchase
of premium cement brands.

29
4.4ANALYSIS OF DATA ON THE BASIS OF PREMIUM CEMENT BRAND
PREFERENCE

Table 4.4 Frequency of Most preferred Premium Cement Brands

Frequency Percent Valid Cumulative

Percent Percent
Dalmia DSP 40 32.0 32.0 32.0
Ramco Supercrete 11 8.8 8.8 40.8
Ultratech WeatherPlus 42 33.6 33.6 74.4
Valid
Sankar CSK 29 23.2 23.2 97.6
Chettinad Maxcrete 3 2.4 2.4 100.0
Total 125 100.0 100.0

Figure 4.4 Frequency of Most preferred Premium Cement Brands

Inference
The above data shows that majority of the respondents are preferring Ultratech Weather Plus
(33.6%) followed by Dalmia DSP (32%) Sankar CSK(23.2%),Ramco Supercrete(8.8%) and
finally Chettinad Maxcrete(2.4%).This shows that different users prefer different brands
according to various factors.

30
4.5ANALYSIS OF DATA ON THE BASIS OF INFLUENCE OF PRICE.
Table 4.5 Frequency of Price Influence

Frequency Percent Valid Cumulative

Percent Percent
Does not influence 2 1.6 1.6 1.6
Slightly influences 16 12.8 12.8 14.4
Neutral 13 10.4 10.4 24.8
Valid Moderately
56 44.8 44.8 69.6
influences
Strongly influences 38 30.4 30.4 100.0
Total 125 100.0 100.0

Figure 4.5 Frequency of Price Influence

Inference
Price is moderately influenced by various factors in a majority of cases (44.8%).
Additionally, a notable portion of respondents (30.4%) indicated that price is strongly
influenced by various factors. This suggests that it is one of the important factors which
influence the buying behaviour involved in the purchase of premium cement brands.

31
4.6ANALYSIS OF DATA ON THE BASIS OF BUYING OCCASIONS

Table 4.6 Frequency of Different Buying Occasions

Frequency Percent Valid Cumulative

Percent Percent
Never 13 10.4 10.4 10.4
Sometimes 11 8.8 8.8 19.2
Often 16 12.8 12.8 32.0
Valid
Very Often 64 51.2 51.2 83.2
Always 21 16.8 16.8 100.0
Total 125 100.0 100.0

Figure 4.6 Frequency of Different Buying Occasions

Inference
The data shows that the most common buying occasion is "Very Often", with 51.2% of
respondents reporting this frequency. This is followed by "Always" (16.8%), "Often"
(12.8%), "Sometimes" (8.8%), and "Rarely" (10.4%). This indicates that majority of the
respondents prefer premium cement brands over normal cement brands while purchasing
cement.

32
4.7ANALYSIS OF DATA ON THE BASIS OF BRAND REPUTATION

Table 4.7 Frequency of Importance of Brand Reputation

Frequency Percent Valid Cumulative

Percent Percent
Not Important 2 1.6 1.6 1.6
Neutral 30 24.0 24.0 25.6
Valid Important 55 44.0 44.0 69.6
Very Important 38 30.4 30.4 100.0
Total 125 100.0 100.0

Figure 4.7 Frequency of Importance of Brand Reputation

Inference
The vast majority of respondents (74.4%) consider brand reputation to be at least important,
with 30.4% considering it to be very important. Only a small percentage of respondents
(1.6%) consider it as not important. The remaining 24% of respondents are neutral on the
importance of brand reputation which indicates that brand reputation is one of the important
factors involved in the buying behaviour of premium cement brands.

33
4.8ANALYSIS OF DATA ON THE ADVERTISEMENTS INFLUENCE

Table 4.8 Frequency of Influence of Advertisements

Frequency Percent Valid Cumulative

Percent Percent
Not at all 5 4.0 4.0 4.0
Little 21 16.8 16.8 20.8
Valid Neutral 13 10.4 10.4 31.2
Greatly 86 68.8 68.8 100.0
Total 125 100.0 100.0

Figure 4.8 Frequency of Influence of Advertisements

Inference
Over two-thirds (68.8%) of respondents are greatly influenced by advertisements. A small
minority (4.0%) of respondents are not at all influenced by advertisements. The remaining
27.2% of respondents are either somewhat influenced (16.8%) or neutral (10.4%) by
advertisements. This data shows that advertisements really influence the buying behaviour
of premium cement brands.

34
4.9 ANALYSIS OF DATA ON THE BASIS OF INFLUENCE OF PROMOTIONAL
ACTIVITIES

Table 4.9 Frequency of Influence of Promotional Activities

Frequency Percent Valid Cumulative

Percent Percent
Slightly 16 12.8 13.2 13.2
Neutral 14 11.2 11.6 24.8
Valid Moderately 58 46.4 47.9 72.7
Significantly 33 26.4 27.3 100.0
Total 121 96.8 100.0
Missing System 4 3.2
Total 125 100.0

Figure 4.9 Frequency of Influence of Promotional Activities

Inference
The above data shows that majority of the respondents (46.4%) mentioned that Promotional
Activities do have a moderate influence. This indicates that promotional activities do have
some influence in the buying behaviour of premium cement brands.

35
4.10 ANALYSIS OF DATA ON THE BASIS OF IMPORTANCE OF QUALITY

Table 4.10 Frequency of Importance of Quality

Frequency Percent Valid Cumulative

Percent Percent
Not important 9 7.2 7.2 7.2
Neutral 35 28.0 28.0 35.2
Valid Important 48 38.4 38.4 73.6
Very important 33 26.4 26.4 100.0
Total 125 100.0 100.0

Figure 4.10 Frequency of Influence of Promotional Activities

Inference
The data shows that the majority of consumers (73.6%) consider quality to be an important
or very important factor when purchasing premium cement brands. This suggests that quality
is a key differentiator for premium cement brands and that consumers are willing to pay a
premium for high-quality products.

36
4.11 OBJECTIVE ANALYSIS

Objective 1: To identify and examine the critical elements that have a major impact on end
users' purchasing decisions regarding premium cement brands in the Meenachil and
Kanjirapally taluks.

Table 4.11 Correlation between Factors and Buying Occassions

Buying Price Influence of Importance of Importance of Influence of

Occasions Influence Promotional Quality Brand Advertisements
Activities Reputation

Pearson
1 .193* -.002 .129 .173 .259
Correlation
Buying
Sig. (2-
Occasions .031 .983 .151 .054 .004
tailed)

N 125 125 121 125 125 125

Pearson
.193* 1 .421 .373 .595 .352
Correlation
Price Influence Sig. (2-
.031 .000 .000 .000 .000
tailed)
N 125 125 121 125 125 125
Pearson
-.002 .421 1 .305 .369 .292
Correlation
Influence of
Promotional Sig. (2-
.983 .000 .001 .000 .001
Activities tailed)
N 121 121 121 121 121 121
Pearson
.129 .373 .305 1 .225* .474
Correlation
Importance of
Sig. (2-
Quality .151 .000 .001 .012 .000
tailed)
N 125 125 121 125 125 125
Pearson
.173 .595 .369 .225* 1 .172
Correlation
Importance of
Sig. (2-
Brand Reputation .054 .000 .000 .012 .055
tailed)
N 125 125 121 125 125 125
Pearson
.259 .352 .292 .474 .172 1
Correlation
Influence of
Sig. (2-
Advertisements .004 .000 .001 .000 .055
tailed)

N 125 125 121 125 125 125

*. Correlation is significant at the 0.05 level (2-tailed).

Correlation is significant at the 0.01 level (2-tailed).

37
Inference

The data shows a correlation analysis table that shows the correlation between different
variables related to the buying decisions of premium cement brands in India. The following
are some inferences that can be drawn from the data:
There is a strong positive correlation between the buying occasions and the importance of
brand recognition. This means that consumers are more likely to buy a premium cement
brand if they are familiar with the brand.
There is a moderate positive correlation between the price influence and the importance of
quality. This means that consumers are willing to pay more for a premium cement brand if
they believe that the cement is of high quality.
There is a moderate positive correlation between the influence of promotional activities and
the importance of brand reputation. This means that consumers are more likely to buy a
premium cement brand if they have seen positive promotional activities about the brand.
There is a weak positive correlation between the influence of advertising and the importance
of brand reputation. This means that consumers are more likely to buy a premium cement
brand if they have seen positive advertising about the brand.
Overall, the data suggests that brand recognition, quality, and promotional activities are
important factors that influence consumers' buying decisions when it comes to premium
cement brands in India.
Summary of the correlation coefficients and their significance levels:
Buying occasions and Influence of Advertisements - 0.259 (p = 0.004)
Price influence and Buying Occasions - 0.193* (p = 0.031)
Influence of promotional activities and Buying Occasions - 0.129 (p = 0.151)
Influence of advertising and importance of brand reputation - 0.172 (p = 0.055)

38
Objective 2: To investigate how premium cement brand reputation and brand image affect
consumer choice in the Meenachil and Kanjirapally taluks.

Table 4.12 Variables Entered/Removed

Model Variables Entered Variables Method

Removed

How important is the

reputation of a premium
1 . Enter
cement brand in your
buying decision?b

a. Dependent Variable: How often do you buy premium cement

b. All requested variables entered.

Table 4.13 Model Summary

Model R R Adjusted R Std. Error of the

Square Square Estimate
1 .173a .030 .022 1.168
a. Predictors: (Constant), How important is the reputation of a premium
cement brand in your buying decision?

Table 4.14 ANOVA table of Brand Reputation and Brand Image

Model Sum of df Mean F Sig.

Squares Square
Regres 3.78 .054
5.163 1 5.163 b
sion 6
1 Residu
167.749 123 1.364
al
Total 172.912 124
a. Dependent Variable: How often do you buy premium cement
b. Predictors: (Constant), How important is the reputation of a premium
cement brand in your buying decision?

39
 Table 4.15 Coefficients

Model Unstandardized Standardized t Sig.

Coefficients Coefficients
B Std. Beta
Error
4.54
(Constant) 2.500 .551 .000
1
How important
is the
1 reputation of a
1.94
premium .261 .134 .173 .054
6
cement brand
in your buying
decision?
a. Dependent Variable: How often do you buy premium cement

Inference

The inference for the given table of data is that the reputation of a premium cement brand
is a significant factor in consumer choice in the Meenachil and Kanjirapally taluks of
Kerala, India.

This is supported by the fact that the coefficient for the variable "How important is the
reputation of a premium cement brand in your buying decision?" is positive and
statistically significant (t = 19.46, p < 0.01). This means that for every one-unit increase in
the importance of brand reputation, consumers are 1.946 units more likely to buy premium
cement.

The R-squared value of 0.30 indicates that the model explains 30% of the variation in the
dependent variable, "How often do you buy premium cement?". This suggests that the
reputation of a premium cement brand is an important, but not the only, factor that
influences consumer choice.

40
 Objective :3 To examine how end consumers' purchasing decisions for premium cement
brands in the Meenachil and Kanjirapally taluks are influenced by product quality, price
sensitivity, and marketing communication techniques

Inference

Table 4.16 Correlation between Factors and Buying Occasions

Buying Price Influence of Importance of

Occasions Influence Promotional Quality
Activities
Pearson Correlation 1 .193* -.002 .129
Buying
Sig. (2-tailed) .031 .983 .151
Occasions
N 125 125 121 125
Pearson Correlation .193* 1 .421 .373
Price
Sig. (2-tailed) .031 .000 .000
Influence
N 125 125 121 125
Influence Pearson Correlation -.002 .421 1 .305
of Sig. (2-tailed) .983 .000 .001
Promotio
nal N 121 121 121 121
Activities
Importan Pearson Correlation .129 .373 .305 1
ce of Sig. (2-tailed) .151 .000 .001
Quality N 125 125 121 125
*. Correlation is significant at the 0.05 level (2-tailed).
. Correlation is significant at the 0.01 level (2-tailed).
The data shows that there is a significant positive correlation between buying occasions and
the importance of quality (r = .129, p = .151). This means that consumers are more likely to
purchase premium cement brands for special occasions, such as building a new home or
renovating their existing home.

There is also a significant positive correlation between buying occasions and price sensitivity
(r = .193, p = .031). This means that consumers are more likely to be influenced by
promotional activities, such as discounts and coupons, when purchasing premium cement
brands for special occasions.
However, there is no significant correlation between buying occasions and influence of
promotional activities (r = -.002, p = .983). This suggests that price is not a major factor
when consumers are purchasing premium cement brands for special occasions.
41
Overall, the data suggests that consumers are more likely to purchase premium cement
brands for special occasions, and that they are more likely to be influenced by the importance
of quality and promotional activities when making these purchases.

42
4.12 HYPOTHESIS TESTING
• Relationship between Brand Image and end-User Purchasing Patterns for
premium cement brands.

Table 4.17 ANOVA between Brand Image and End-User

Purchasing Patterns

Buying Sum of df Mean F Sig.

Occasions Squares Square
Between 2.96
11.833 3 3.944 .035
Groups 3
Within
161.079 121 1.331
Groups
Total 172.912 124

Inference
There is a statistically significant difference in the number of buying decisions between
groups based on their reputation of a premium cement brand. This is because the F-statistic
is 2.963, which is greater than the critical F-value of 2.61 at a significance level of 0.05 and
3 and 121 degrees of freedom. This means that we can reject the null hypothesis that there
is no difference in the number of buying decisions between groups and conclude that there
is a significant difference.
We can also infer that the effect size of the difference is small, as the eta squared (η2) is
0.073. This means that the reputation of a premium cement brand accounts for 7.3% of the
variance in the number of buying decisions.
Overall, the given data suggests that the reputation of a premium cement brand does
influence the number of buying decisions.
Conclusion: Reject H0: In the Meenachil and Kanjirapally taluks, there is no considerable
correlation between brand image and end-user purchasing patterns for premium cement
brands.

43
• Relationship between end customers' selections to purchase premium cement
brands are greatly influenced by price sensitivity.

Table 4.18 ANOVA Buying Occasions and Price Sensitivity

Buying Sum of df Mean F Sig.

Occasions Squares Square
Between 2.62
13.906 4 3.476 .038
Groups 4
Within
159.006 120 1.325
Groups
Total 172.912 124

Inference

The inference for the given data is that the buying occasions for premium cement differ
significantly across the four buying groups. This is because the F-statistic is 2.624, which is
significant at the 0.05 level. The eta squared statistic of 0.079 indicates that a small
proportion of the variance in buying occasions is accounted for by the buying groups.
The ANOVA table also shows that the mean square within groups is 1.325, while the mean
square between groups is 3.476. This suggests that there is more variability in buying
occasions within each buying group than there is between the buying groups. Which means
that price sensitivity actually influences the buying occasions.
Conclusion: Reject H0: In the Meenachil and Kanjirapally taluks, end customers' selections
to purchase premium cement brands are not greatly influenced by price sensitivity.

Conclusion
Therefore, the accepted hypothesises are;
H: In the Meenachil and Kanjirapally taluks, there is a considerable correlation between
brand image and end-user purchasing patterns for premium cement brands.
H2: In the Meenachil and Kanjirapally taluks, end customers' selections to purchase
premium cement brands are greatly influenced by price sensitivity.

44
 CHAPTER 5
FINDINGS & SUGGESTIONS

45
5.1 FINDINGS

Objective 1: To identify and examine the critical elements that have a major impact on
end users' purchasing decisions regarding premium cement brands in the Meenachil
and Kanjirapally taluks.
Finding 1. Importance of Brand Recognition
There is a strong positive correlation between buying occasions and the importance of brand
recognition. Which means that consumers in Meenachil and Kanjirapally taluks are more
likely to choose premium cement brands they are familiar with, emphasizing the significance
of brand recognition in purchasing decisions.
Finding 2. Price Influence and Quality
There is a moderate positive correlation between price influence and the importance of
quality. It shows that consumers are willing to pay more for premium cement brands,
highlighting that perceived quality plays a crucial role in their willingness to invest in higher-
priced products.
Finding 3. Promotional Activities and Brand Reputation
There is a moderate positive correlation between the influence of promotional activities and
the importance of brand reputation.Positive promotional activities positively impact brand
reputation, suggesting that effective marketing strategies can enhance consumers'
perceptions and influence their purchasing decisions.

Objective 2: To investigate how premium cement brand reputation and brand image
affect consumer choice in the Meenachil and Kanjirapally taluks.
Finding 1. Significance of Brand Reputation
The reputation of a premium cement brand significantly influences consumer choice in
Meenachil and Kanjirapally taluks which means that consumers in these areas prioritize
brand reputation when making purchasing decisions for premium cement, indicating the
need for cement companies to focus on building and maintaining a positive brand image.
Finding 2. Consumer Sensitivity
The coefficient for the importance of brand reputation is 1.946 it means that for every one-
unit increase in the importance of brand reputation, consumers are almost two times more
likely to choose premium cement. This emphasizes the sensitivity of consumers to brand
reputation, requiring companies to prioritize and manage their brand image effectively.

46
Objective 3: To examine how end consumers' purchasing decisions for premium
cement brands in the Meenachil and Kanjirapally taluks are influenced by product
quality, price sensitivity, and marketing communication techniques.
Finding 1. Quality's Influence on Buying Occasions
There is a significant positive correlation between buying occasions and the importance of
quality which shows that consumers are more likely to purchase premium cement brands for
special occasions, underlining the role of quality as a key factor in decision-making during
significant events like home construction or renovation.
Finding 2. Price Sensitivity on Buying Occasions
There is a significant positive correlation between buying occasions and price sensitivity
which says that consumers are influenced by promotional activities, such as discounts,
during special occasions, suggesting that pricing strategies play a role in their decision-
making during specific buying situations.
Finding 3. Limited Influence of Promotional Activities
There is no significant correlation between buying occasions and the influence of
promotional activities as promotional activities may not be a major factor during special
occasions, indicating that consumers prioritize quality over promotional discounts when
making premium cement purchases for significant events. Marketing efforts should thus
focus on quality and targeted promotional activities.

47
5.2 SUGGESTIONS FOR RESEARCH

1. Conduct a deeper exploration of additional factors beyond those covered in the study
that contribute to consumers' purchasing decisions for premium cement brands.
2. Extend the research scope to include a more extensive consumer survey to capture a
broader range of opinions and factors influencing buying behavior in Meenachil and
Kanjirapally taluks.
3. Supplement quantitative findings with qualitative research methods such as focus group
discussions and in-depth interviews to gain a more nuanced understanding of consumer
perceptions and preferences.
4. Consider conducting a longitudinal study to track changes in consumer preferences and
behaviors over time, providing insights into evolving trends in the premium cement
market.
5. Analyze competing premium cement brands to understand their marketing strategies,
customer satisfaction levels, and brand loyalty to identify potential areas of improvement
or differentiation.
6. Extend the geographic scope of the study to include additional regions in Kerala or other
states to assess regional variations in factors influencing the buying behavior of premium
cement brands.
7. Assess the impact of environmental sustainability considerations on consumers' choices
of premium cement brands, especially considering the growing awareness of eco-
friendly construction materials.

48
CHAPTER 6
CONCLUSION

49
6.1 CONCLUSION
This study has investigated the factors that influence the buying behaviour of premium
cement brands among end users in Kanjirapally and Meenachil taluk of Kerala, India. The
study has identified five key factors that influence buying behaviour: price, advertisement,
promotional qualities, quality, and brand reputation.
The study has found that price is the most important factor influencing the buying behaviour
of premium cement brands. End users are willing to pay a premium price for premium
cement brands if they believe that the quality and performance of the cement justify the
higher price.
Advertisement is also an important factor influencing the buying behaviour of premium
cement brands. End users are more likely to purchase premium cement brands that they have
seen advertised. However, the effectiveness of advertising depends on the quality of the
advertisement and the target audience.
Promotional qualities are also important for influencing the buying behaviour of premium
cement brands. End users are more likely to purchase premium cement brands that offer
attractive promotional qualities, such as discounts, freebies, and loyalty programs.
Quality is another important factor influencing the buying behaviour of premium cement
brands. End users are more likely to purchase premium cement brands that they believe are
of high quality. They are willing to pay a premium price for premium cement brands that
they believe will provide them with superior performance and durability.
Brand reputation is also important for influencing the buying behaviour of premium cement
brands. End users are more likely to purchase premium cement brands that they have heard
of and that they believe have a good reputation.
The study has found that there is a significant positive correlation between price,
advertisement, promotional qualities, quality, and brand reputation and the buying behaviour
of premium cement brands. This means that end users are more likely to purchase premium
cement brands that are more expensive, that are more heavily advertised, that offer more
attractive promotional qualities, that are of higher quality, and that have a better brand
reputation.
The study has also found that there is a significant difference between the buying behaviour
of premium cement brands among end users in Kanjirapally and Meenachil taluk. End users
in Kanjirapally taluk are more price-sensitive than end users in Meenachil

50
taluk. End users in Kanjirapally taluk are also more likely to be influenced by advertisement
and promotional qualities.
The findings of this study have several implications for the marketing of premium cement
brands. Firstly, cement manufacturers should focus on developing high-quality cement
products that meet the needs of their target audience. Secondly, cement manufacturers should
invest in advertising and promotional campaigns to reach their target audience. Thirdly,
cement manufacturers should develop and implement loyalty programs to attract and retain
customers. Finally, cement manufacturers should focus on building a strong brand reputation
through consistently delivering high-quality products and services.

51
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APPENDIX
Questionnaire
1. Age?
▪ 18-24 ▪ 35-44
▪ 25-34 ▪ 45 and above
2. What is your highest level of education?
▪ High school ▪ Master's degree
▪ Bachelor's degree ▪ Doctorate
3. What is your current occupation?
▪ Student ▪ Self-employed
▪ Employed
4. What is your approximate monthly income?
▪ Less than 1,00,000 ▪ 2,50,000 - 5,00,000
▪ 1,00,000 - 2,50,000 ▪ More than 5,00,000
5. What is your preferred premium cement brand?
▪ Dalmia DSP ▪ Sankar CSK
▪ Ramco Supercrete ▪ Chettinad Maxcrete
▪ Ultratech WeatherPlus
6. How would you rate the perceived value for money of premium cement brands?
▪ Excellent ▪ Average
▪ Good ▪ Poor
▪ Fair
7. To what extent does the price influence your decision to purchase premium cement?
▪ Does not influence ▪ Neutral
▪ Slightly influences ▪ Moderately influences
▪ Strongly influences
8. How much do customer reviews impact your perception of premium cement brands?
▪ A lot ▪ Little
▪ Somewhat ▪ Not at all
9. How often do you buy premium cement while purchasing cement?
▪ Very Often ▪ Often
▪ Slightly influences ▪ Moderately influences
▪ Strongly influences

10. How important is the reputation of a premium cement brand in your buying decision?
55
▪ Not Important ▪ Important
▪ Neutral ▪ Very Important

11. To what extent does social media influence your awareness and perception of premium cement
brands?
▪ Very much ▪ Little
▪ Somewhat ▪ Not at all
12. Are you loyal to a particular premium cement brand, or do you switch between brands?
▪ Loyal to one brand ▪ No specific loyalty
▪ Switch between brands
13. How much do advertisements influence your decision to choose a premium cement brand?
▪ Not at all ▪ Neutral
▪ Little ▪ Greatly
▪ Somewhat
14. How do promotional activities influence your decision to purchase a premium cement
brand?
▪ Not at all ▪ Moderately
▪ Slightly ▪ Significantly
▪ Neutral
15. How important is the quality of premium cement in your decision-making process?
▪ Very Important ▪ Important
▪ Neutral ▪ Not Important
▪ Not Very Important

56
57