Journal of Management Research and Development (JMRD),Journal of Management Research and Development (JMRD), ISSN 2248 – 9...
Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number ...
Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number ...
Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number ...
Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number ...
Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number ...
Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number ...
Upcoming SlideShare
Loading in …5
×

Customer preference and consumption of various

1,592 views

Published on

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,592
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
79
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Customer preference and consumption of various

  1. 1. Journal of Management Research and Development (JMRD),Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –ISSN 2248 – 937X (Print)9390(Online), Volume 1, Number 1, January - April (2011) JMRDISSN 2248 – 9390(Online) , Volume 1, Number 1January - April (2011), pp. 07-13 © PRJ PUBLICATION© PRJ Publication, http://www.prjpublication.com/JMRD.asp CUSTOMER PREFERENCE AND CONSUMPTION OF VARIOUS GRADES OF CEMENT IN CHENNAIG.Frederic Edmond1, Research Scholar, Sathyabama University, Chennai 600 119 Dr. S. SheelaRani2, Supervisor, – Sathyabama University, Chennai 600 119ABSTRACTGrowing demand of housing units, infrastructure developments, construction of newbridges and development of IT parks accelerates cement demand in Chennai. In addition,Government spending on housing units, proposed financial city, Outer ring road, Metrosand airport expansion further fuel the cement demand in Chennai. Different varieties ofcements are manufactured for different applications. Types of cement generallyconsumed in Chennai are ordinary Portland cement, Portland Puzzolana cement andSulphate resistance cement. The current study is aimed to analyze of different types ofcement consumption in Chennai and importance are given for factors influencing thesales of a particular type of cement. The current study is being made with a sample sizeof 50 {questionnaire are given to cement dealers, masons, consumers and civilengineers]. The results of the study were also interpreted from the data’s got from CMA,journals, paper article, cement industrial magazines. The choices of the type of cement invarious segments were analyzed. The study showed more consumption of PPC incomparison with the other types of cement. Pricing, more availability in the market, easyworkability and raw materials availability for production are some of the factors thatincreases PPC consumption. OPC types are preferred for fast setting processes and alsofor increased early strength requirements. SRC is preferred in coastal areas.INTRODUCTIONCement is a binder, a substance which sets and hardens independently, and can bind othermaterials together. Cement is activated by water and when mixed with gravel and sand,forms concrete. The most important use of cement is the production of mortar andconcrete- the bonding of natural or artificial aggregates to form a strong building materialwhich is durable in the face of normal environmental effects.Grades of cementThere are certain varieties of cement that finds a good demand in the market..Ordinary Portland cement (OPC): Also referred to as grey cement or OPC, it is of muchuse in ordinary concrete construction. In the production of this type of cement in India,1 Asst General Manager- Marketing2 Asst Professor, Management Studies, New College, Chennai, 7
  2. 2. Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number 1, January - April (2011)Iron (Fe2O3), Magnesium (MgO), Silica (SiO2), Alumina (AL2O3), and Sulphur trioxide(SO3) components are used. This cement is mainly used for fast setting and earlyremoval of shutters.Portland Pozolona Cement (PPC): As it prevents cracks, it is useful in the casting work ofhuge volumes of concrete. The rate of hydration heat is lower in this cement type. Flyash,( is available from Thermal Power Plants, which are processed and used inmanufacturing of PPC) coal waste or burnt clay is used in the production of this categoryof cement. It can be availed at low cost in comparison to OPC.Sulphate Resisting Portland cement: This cement is beneficial in the areas where concretehas an exposure to seacoast or sea water or soil or ground water. Under any suchinstances, the concrete is vulnerable to sulphates attack in large amounts and can causedamage to the structure. Hence, by using this cement one can reduce the impact ofdamage to the structure. This cement has high demand in India.Portland Blast Furnace slag cement (PBFSC): The rate of hydration heat is found lowerin this cement type in comparison to PPC. It is most useful in massive constructionprojects, for example - dams.Rapid Hardening Portland cement: The texture of this cement type is quite similar to thatof OPC. But, it is bit more fine than OPC and possesses immense compressible strength,which makes casting work easy.Oil Well Cement: Made of iron, coke, limestone and iron scrap, Oil Well Cement is usedin constructing or fixing oil wells. This is applied on both the off-shore and on-shore ofthe wells.White cement: It is a kind of Ordinary Portland Cement. The ingredients of this cementare inclusive of clinker, fuel oil and iron oxide. The content of iron oxide is maintainedbelow 0.4% to secure whiteness. White cement is largely used to increase the aestheticvalue of a construction. It is preferred for tiles and flooring works. This cement costsmore than grey cement.METHODOLOGYData collection ProcedurePrimary data was collected using the questionnaire .A survey was done with therespondents in their respective places. The respondents’ reference to each question wascarefully noted in the questionnaire. Their perception and suggestions were carefullyobserved and interpreted.Sample Size:Size of the sample means the number of sampling units from the population forinvestigation. Here the sample size is fixed as 50 general consumers, 50 dealers, 50masons and 50 Civil Engineers from the construction industry in Chennai CityData collection from consumers - QuestionnaireThe study relies to a great extent on primary data and to some extent on secondary data.Content of the questionnaire include knowledge of different varieties of cement, variousfactors influencing a particular cement types, factors enhancing the sales of a particulartype of cement. Product knowledge about types of cement among the consumers wasanalyzed. 8
  3. 3. Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number 1, January - April (2011)To have wider response, Chennai is being divided in to four areas geographically to havemore clarity. The dealers are selected from different places inChennai North : Thiruvottriyur, Ennore, Poneri and MadhavaramCentral Chennai : Porur, Virugambakkam, Vadapalani and Saidapet.Chennai South : Thiruvanmiyur, Adayar, Palavakkam and VelacherryChennai West : Tambaram, Pallavaram, chromepet and PammalData collection from other sourcesRelevant Data were also collected from CMA reports, paper article, and cement industrialmagazines.FINDINGS AND OBSERVATIONTable: 1, Manufactures and Types of cement which is predominantly available inChennai Market (source – CMA) Brand Manufacturers OPC PPC SLAG Coromandel Cement India cements Ltd Yes yes No Ramco Cement Madras Cements Ltd Yes Yes No Ultra Tech Cement Grasim Industries Yes Yes No Dalmia Cement Dalmia Cement Ltd Yes yes Yes Chettinad Cement Chettinad Cement Ltd Yes yes No Zuari Cement Zuari Cement Ltd Yes Yes No Penna cement Penna Cement Ltd Yes No Yes Maha Cement My Home Industries Yes yes NoTable 2Following results are tabulated from the answers given for questionnaires in eachsegment.A) General ConsumerKnowledge on Different types of Cement: Knowledge on types of No of Persons % cement and its usageHaving knowledge on types 12 24% of cement and usage No Knowledge 38 76%Preference of various types of cements: Cement Type Customer Preference Percentage OPC cements 3 06% PPC cements 9 18% Slag cements 0 0 Any cement 38 76% Total 50 100% 9
  4. 4. Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number 1, January - April (2011)Table 3b) MasonsKnowledge on Different types of Cement: Knowledge on types of No of Persons % cement and its usageHaving knowledge on types 41 82% of cement and usage No Knowledge 09 18%Preference of various types of cements: Cement Type Customer Preference Percentage OPC cements 15 30% PPC cements 26 52% Slag cements 0 00% Any cement 09 18% Total 50 100%Table 4Civil Engineers:Knowledge on Different types of Cement: Knowledge on types of No of Persons % cement and its usageHaving knowledge on types 50 100% of cement and usage No Knowledge 0 00%Preference of various types of cements: Cement Type Customer Preference Percentage OPC cements 14 28% PPC cements 34 68% Slag cements 2 4% Any cement 0 0 TOTAL 50 100% 10
  5. 5. Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number 1, January - April (2011)Table 5Cement dealersKnowledge on Different types of Cement: Knowledge on types of No of Persons % cement and its usageHaving knowledge on types 47 94% of cement and usage No Knowledge 03 06%Preference of various types of cements: Cement Type Customer Preference Percentage OPC cements 12 24% PPC cements 28 56% Slag cements 2 4% Any cement 8 16% TOTAL 50 100Table 6Tabular column showing the knowledge levels on the types of cement among thevarious segments of consumers Having Segment Knowledge % No Knowledge % Total Consumers 12 24 38 76 50 Masons 41 82 9 18 50 Civil Engineer 50 100 0 0 50 Dealers 47 94 3 6 50 150 75 50 25 200Table 7Tabular column showing the over all consumption of different types of cement invarious segment of consumers No idea about Segment OPC PPC SLAG the variety Total Consumers 3 9 0 38 50 Masons 12 26 0 9 50 Civil Engineers 14 34 2 0 50 Dealers 12 28 2 8 50 Total 41 97 4 55 200 11
  6. 6. Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number 1, January - April (2011)Table: 8Segment and preference of types of cement: Segment Availability Price Quality Colour Total General Consumer 4 9 4 0 17 Masons 9 20 9 3 41 Civil Engineers 10 16 24 0 50 Dealer 12 18 15 2 47 Total 35 63 52 5 155FINDINGS AND OBSERVATIONSStudy on “Customer preference and consumption of various grades of cement” issummarized asTable 1: shows the details of major brands and types available in Chennai . Table 2:Fromthe general customers response, it is evident that around 24% of the respondent is havingknowledge on different types of cements available and 76% of the customers are nothaving an idea about the different types of cement. 08% of the general consumers arepreferred for OPC and 18% of the consumers are seen to use PPC cement. From thequestionnaire 76% of the consumers are not having knowledge on the varieties of cement. Table 3: From mason response, it is seen that around 82% of the masons are havingknowledge on different types of cement and 18% have no knowledge on the variety ofcement. 30% of the consumers prefer OPC, 52% prefer PPC and 18% of them buy anycement that is available in the market. Table 4: From civil engineers response, it is understood that 100 % of the respondentsare having knowledge on different types of cements and their utility in the market.28% ofthem give preference for OPC and 68% of the consumer are shows to use PPCcement.4% of the civil engineers are consuming slag for construction purpose.Table 5: it is evident that 94 % of the dealers are aware of the different types of cement.3% of the dealers are not having knowledge on the variety of cement available.Table 6 : the over all review of the tabular column it evident that 75% of the customersare having knowledge on different types of cement and 25% of the respondents are notaware of different types and their utility. It is very alarming to note that among thegeneral consumers it is found that only 24% of the respondents know about the differentvariety and 76% are not aware.Table 7: It is also clear that 97 respondent or 43.5% of the respondents are consumingPPC. 27.5 % of the respondents are consuming the cement without the variety they areusing and consumption of slag is 2 % only.Table 8: it is clear that 63 respondents are purchasing cement for preference of price.OPCis Rs 10 to 15 higher than PPC. 52 respondents have said that the quality is the mainreason for choosing the cement and 35 respondents main factor is availability of cement,color etc. 12
  7. 7. Journal of Management Research and Development (JMRD), ISSN 2248 – 937X (Print) ISSN 2248 –9390(Online), Volume 1, Number 1, January - April (2011)CONCLUSIONIn summing up, the above project paper reveals the fact that PPC cement type is soldmore in Chennai market. Next preference is OPC type, and then comes the slag cement.From the questionnaire it is understood that sales of the particular type of cement isinfluenced by the availability, easy workability, colour, pricing and dealersencouragement, and mostly not due to the awareness and basic utility of the type.So it is the duty of the cement manufacturers and dealers to create more awareness withgeneral public for the consumption of different types of cements, on the bases of theirutility and product value. Advertisements ,Engineers meet, Masons meet, wall paintingsetc., should be increased to update the knowledge of different types of cements in thechanging environment, so as to improve the quality of the construction industry for abetter nation development.REFERENCES 1. G C Bye,Thomas Telford publishing, page 2 -PORTLAND CEMENT, 2 Edition 2. Kumar das bas, CEMENT INDUSTRY OF INDIA of india published by S B Nangia , New delhi 1987 3. Ramswarup D Tiwari 2007 RAILWAY RATES IN RELATION TO TRADE AND INDSUTRY IN INDIA 4. Stewan E.Landsburg PRICE THEORY AND APPLICATIONS seventh edition , THOMSON SOUTHERN WESTERN 5. Business line june 18, 2010 6. Maharashtra Economic Development council, July 2010 issue page 10-12 7. vidya 8. Cement manufactures association 9. Crisil – July2010 issue 10. Philip Kotler-Marketting Management- Millenium Edition 2010 11. SA Chunawalla -Essential of Marketing Research 13

×