A DISSERTATION REPORT

ON

“ANALYSIS OF BUYING BEHAVIOR OF

CONSUMERS AT AMBUJA CEMENT”

SUBMITTED TOWARDS PARTIAL FULLFILLMENT

OF
POST GRADUATE DIPLOMA OF MANAGEMENT
(Approved by AICTE Government of India)
Academic Session
2015-17

Faculty Guide: Submitted By:

Ms. Shalini Kapoor Sajjad Haider

RollNo-:BM015300

INSTITUTE OF MANAGEMENT STUDIES

GHAZIABAD
 AUTHORIZATION

This is declared that this project work entitled “Analysis of buying behavior of
consumersatAmbujaCementLtd”embodiestheoriginalworkdonebySajjad Haider
(BM-015300) of IMS Ghaziabad. The project report is being submitted as partial
fulfillment of the requirement of PGDM Program of IMS Ghaziabad.

The project undertaken is completed under the guidance of Ms. Shalini Kapoor.

Ms. Shalini Kapoor

Faculty IMS Ghaziabad
 DECLARATION

I hereby declare that the following project report titled “Analysis of buying
behaviorofconsumersatAmbujaCementLtd.”.Thesurveyisanauthenticwork done
by me. It is to the best of my knowledge and belief. This is to declare that all my
work indulged in the completion of this Project Report such as survey and sales
promotion is a profound and honest work ofmine.

Date :
Place :

(Sajjad Haider )
 ACKNOWLEDGEMENT

“Thepleasurethatfollowsthesuccessfulcompletionofanassignmentwouldremain
incomplete without a word of gratitude for the people, without whose cooperation
the achievement would have remained a distant dream. It is not a mere formality to
place on record the tireless efforts, ceaseless cooperation, constant guidance and
encouragement of the people closely associated with the assignment but a distinct
necessity for the authenticity and credibility of the project Analysis of buying
behavior of consumers at Ambuja CementLtd.
I would like to express my deep sense ofgratitude:
 To (Ms. Shalini Kapoor), Faculty Guide for not only being a guide but also a
mentor and his support and guidance in the course of my project and its
completion.
 To all my fellow colleagues and seniors too, for being an immense help to mein
thisproject.
All of us have together worked towards the common organizational objective,
shared our experiences and aided each other in times of need.
 TABLE OF CONTENT

CHAPTERS

ExecutiveSynopsis ............................................................................................................................ 1

1. Introduction tocementindustry .................................................................................................. 2-6

2. Introduction toAmbujaCement ............................................................................................... 7-16

3. DescriptionofProject ............................................................................................................. 17-18

4. Objectiveofproject ................................................................................................................. 19-21

5.Literaturereview ...................................................................................................................... 22-23

6.Researchmethodologies .......................................................................................................... 24-26

7.Findingsandanalysis ............................................................................................................... 27-64

8. Conclusionandrecommendation ............................................................................................65-66

9.Limitations ............................................................................................................................. 67-68

10. Bibliography ....................................................................................................................... 69-70

11. Questionnaire ...................................................................................................................... 71-80

 List of figures

FIGURE FIGURE NAME PAGE

NO. NO.
FIG.1(a) Cement industry chart 6
FIG.1(b) Logo 1 8
FIG.1(c) Division of cement production and cement market 10
FIG.1(d) For marketing, the country is divided into five regions 11
FIG.1(e) Logo 2 13
FIG.1(f) Top 5 best cement companies in India 16
Graph.1(a) Production of cement (million tonnes) 6
Graph.1(b) Current trade and performance 12
Graph.1(c) Net sales, EBITDA & EBITD margin 14
Graph.1(d) Rank the following product in order of your preference of brand 32
Graph.1(e) Rank the following product in order of price of brand 33
Graph.1(f) Rank the following product in order of quality of brand 34
Graph.1(g) Rank the following product in order of onsite delivery of brand 35
Graph.1(h) Rank the following product in order of availability of brand 36
Graph.1(i) Rank the following product in order of your brand preference 36
Graph.1(j) Are you satisfied with brand? 37
Graph.1(k) Support from company 38
Graph.1(l) Number of Availability of product variant 38
Graph.1(m) Do product variant really serve their objective 39
Graph.1(n) Nature of work you do 44
Graph.1(o) Rank the following products in order of your preference 45
Graph.1(p) Rank the following product in order of price of brand 46
Graph.1(q) Rank the following product in order of quality of brand 46
Graph.1(r) Rank the following product in order of onsite delivery of brand 47
Graph.1(s) Rank the following product in order of availability of brand 48
Graph.1(t) Rank the following product in order of your brand preference 48
Graph.1(u) Are you satisfied with this brand 49
Graph.1(v) Do company engineer visit your site 50
Graph.1(w) How far do you value Support from company engineer 50
Graph.1(x) How far do you value Support from company engineer 51
Graph.1(y) Rank the following product in order of easy in working 51
Graph.1(z) Rank the following product in order of strength of product 52
Graph.1(aa) Rank the following product in order of finesse 52
Graph.1(ab) Nature of shop 54
Graph.1(ac) How much quantity of cement you sell per month 54
Graph.1(ad) Which type of cement you are dealing with 55
Graph.1(ae) Which grade is more Saleable 55
Graph.1(af) How often you are getting the supply of product 56
Graph.1(ag) Does the company provide any Incentive Scheme 56
Graph.1(ah) Which type of customer buying the product constantly 57
Graph.1(ai) Does the company give any advertisement for the product if yes 57
through what medium?
Graph.1(aj) Does the company give information about the different cements and 58
their quality standards periodically?
Graph.1(ak) If yes through what medium 58
Graph.1(al) Apart from the company do you take any steps to increase the sales 59
Graph.1(am) Whether the company conduct dealers meet regularly 59
Graph.1(an) If yes specify the frequency in which the meets were conducted 60
Graph.1(ao) Rate the following features of the product on the scale 1- 10. 60
Graph.1(ap) Comparing to other brand cements how is the price 61
 LIST OF TABLE

TABLE TABLE NAME PAGE No.

No.
1(a) Friedman test rank 28

1(b) Friedman test Statistics 28

1(c) Friedman test rank 29

1(d) Friedman test Statistics 30

1(e) Friedman test rank 31

1(f) Friedman test Statistics 31

1(g) Friedman test rank 39

1(h) Friedman test Statistics 40

1(i) Friedman test rank 41

1(j) Friedman test Statistics 41

1(k) Friedman test rank 42

1(l) Friedman test Statistics 42

1(m) Friedman test rank 43

1(n) Friedman test Statistics 43