Final rohith

1
1. Executive Summary
This paper give a summarized view about the parameters which influences the buying behaviour
of customers/consumers and their involvement in the process.
The Ambuja cements being a profit and customer oriented company that provides fresh and quality
cement has a better market in Ernakulam (Kerala) and in Kotayam (Kerala), Comparing the sales
in Thrissur(Kerala). On this basis a primary data was collected from the dealerships in Thrissur
where Ambuja cements were sold and the samples were people who was coming to buy cement.
Also the effect of Sales orientation Customer orientation (SoCo) on brand trust was also calculated,
for this the samples were the dealers and the people who were involved in selling the cement.
The data collection was done using two surveys that measured the various aspects that were crucial
for a customer/consumer to choose a particular brand of cement.
The collected data were analysed through IBM SPSS software and cross tabulation were done to
understand the various aspects and the link between various parameters that contribute to the
buying behaviour of cement in the cement market.
From the data collection and in-store experience it was easy to identify the Age group, quality
perception, Availability, Service and various factors that lead to purchase of a particular brand of
cement were studied. Another major problem faced by the company is the lack of involvement of
direct customers in the cement buying process most of the customers were contractors who had
their own preferences. So it’s important to have direct consumers to bring into the buying process
of cement.
Already the company is trying hard to locate the IHB (independent house builders) and conduct
classes for them. Engineers would visit the sites and help them out. But these strategies begin only
after they start construction and the consumers may have chosen their brand of cement. So its
better and useful to get the consumer at the early stage of study. For that a recommendation is put
forwarded

2
Toll free number
Mobile phones and land phones are readily available and its being used by the rural market even.
Nowadays people use their technology as a major tool to make them comfortable. When a
consumer is about to build a house he will be having a lot of questions, the company can use its
expertise to answer all the questions and with that we are having a direct contact with the customer,
by this we could help to them to make a better choice. The company can also keep a trade relation
with the consumer itself so the involvement of a third party will be minimal.

3
2. Introduction
Broad problem area or management dilemma
Sales of Ambuja cements is less when compared with its competitors in Thrissur district. Also the
involvement of consumers is very less in the buying behaviour of cement.
Background information
Ambuja Cements Ltd, a part of the global conglomerate LafargeHolcim, is one of the leading
cement companies in the Indian cement industry.
Operating for over 25 years, Ambuja has proved to be the best cement for construction and the
best cement manufacturing company in India with its uniquely sustainable development projects.
Its environment friendly initiatives have played a key role in India’s efforts to become a green
state. The sustainable constructions and renewable energy projects undertaken by it have a lion’s
share in creating a blueprint for sustainable development in India’s bright future.
By virtue of its hassle-free customer support & home building solutions and its unique cement
sustainability initiatives such as True Value and Water Positive, Ambuja’s business has seen a
rapid growth in the past decade. The company has a significant presence across western, eastern
and northern markets of India as a brand for Ordinary Portland Cement (OPC) and Pozzolana
Portland Cement (PPC).
Currently, Ambuja has a cement capacity of 29.65 million tonnes with five integrated cement
manufacturing plants and eight cement grinding units across the country. It is the first Indian
cement manufacturer to build a captive port with four terminals along the country’s western
coastline to facilitate timely, cost effective and environmentally cleaner shipments of bulk cement
to its customers.
Ambuja is supplying 25000 tons of cement in Kerala, in that 4500 tons is the sales in Thrissur
district, where the total cement consumption is around 80000 tons. So when these figures are
compared it is clearly understood that the sales of Ambuja cements is very less when compared to
its competitors. This is can be mainly because the consumers who are involved in the construction

4
are not having any idea about cement quality, which all are the premium companies of cement and
unawareness about the cost involved.

5
3. Preliminary details
3.1 Expert advice
Initially the idea about the buying behaviour was the 5 step process according to theories, but with
the discussion with the company guide Mr Boby Sebastian I could realise that there are lot
differences in theory and practice. More detailed view of cement market was briefed by the guide.
More discussions were held with the college guide Mr Jackson D’silva whose views on the topic
was valuable.
3.2 Literature Review
A lot of studies has been done on this basis, which analyses the parameters that influences the
buying behaviour in the cement market.
3.2.1 Anholt (1998) the paper suggests the concept of nation brand to develop a strong brand
equity related to a product or service. To make the initiative successful one needs to highlight on
the place importance. It is being observed that sometimes people have tremendous preference
towards a product coming from a specific market or country. For example electronics product
made in Japan has lots of regards among prospective consumers and selling of these products in
other parts of the world become much easier because of the place weightage that it carries.
Considering this specific logic we can say that in case of cement industry also, if any specific area
or region has comparative advantage in case of cement production then it should use it properly to
develop a positive brand image among the target group of consumers. This will help to develop a
long lasting brand image not only in that market but also in other areas also.
3.2.2 Keller (2001) the paper focuses on customer based brand equity model. Since, the consumers
are ultimate users of a brand. To develop a customer based brand equity each and every customer
are trying to get specific information about the brand identity, brand meaning, brand response and
brand relationships. If the customers are able to get proper information about these areas, then
surely it will influence their purchasing intention.

6
3.2.3 Hedingetal. (2009) inside this book the authors discusses various issues related to brand
management and develop a comprehensive approach related to branding a specific product or
service. Among these economic approach, identity approach, consumer based approach, the
personality approach, the relational approach, the community approach and the cultural approach
are playing a crucial role in influencing the consumer decision to choice a specific product or
service.
3.2.4 Silveira (2011) this paper attempts to develop a linkage between brand identity and its impact
on consumer’s purchasing decision. It says that creating a brand identity around a product or
service is very important and along with that it should be flexible enough with changing
environment of business. The roles of consumers are also equally important and sometimes it is
termed that consumers are co – creators of brand identity. Thus, while developing a proper brand
identity these two factors like changing environmental impact and changing consumer mind sets
need to be considered so that it will create a positive image in the mind of the consumers. This
subsequently helps to establish a strong linkage between the brand and its target group of
consumers.
3.1.5 Chowdhury etal. (2012) paper discusses the role of opinion leaders in motivating consumer
decision to purchase a specific cement brand. Looking at the technical aspects of cement product
m2ost of the consumers go for extensive information search while making a final purchase.
Whiling doing so, role of opinion leaders become important. The opinion leaders in the form of
construction engineers, architects and even masons plays a crucial role regarding consumer’s
purchasing decision. So, it has been advised that cement companies should develop their marketing
strategies in such a manner so that target group consumers can be influenced by this opinion
leaders.
3.2.6 Saranya & Kavitha (2014) the authors conducted a study in Coimbatore City to understand
the customer perception towards cement brands. They noticed that while choosing a specific
cement brand price, quality and availability of the said brand in the study district is very crucial.
Thus, it has been concluded in the study that when the market is very competitive, these factors
should play a crucial role and cement companies should develop a proper distribution network so
that non availability should not become a problem while choosing a brand.

7
From the literature review it has been identified that certain factors are directly or indirectly
affecting the sales of cement in the buying behaviour.
Then for the further study of the same a survey was conducted in 10 different dealership in and
around Thrissur district (Kerala). A sample size of 116 respondents responded to the questionnaire
among which only 90 of them were acceptable.
The study focused on why a particular customer/consumer is buying a particular brand of cement.
For finding the same a questionnaire was prepared and distributed to the population that include
the following customers.
1. Consumer
2. Contractor
3. Mason
4. Institutional Buyers
The customers were asked to fill up the questionnaire and mark the correct option that suits their
situation.
The sample of the questionnaire is attached at the end of the study

8
3.3 Theoretical Framework
Figure 3.3
The theoretical frame work shows the effect of different factors that finally leads to the buying
behaviour of customer/consumer, here we are testing whether the SoCo (sales orientation customer
orientation have any effect on the brand trust and that will in-turn affect the Buying behaviour.
Quality
Availability
Service
Brand Trust
Brand Image
ADD & PRO
SoCo
Buying Behaviour

9
3.4 Hypothesis Formulated
1. Alternate Hypothesis: Sales orientation customer orientation has a significant effect on the
brand trust of the cement company
H1: µ1 ꞊ x͞͞͞͞͞͞͞͞͞͞͞͞͞͞͞͞
Null Hypothesis: There is no significant effect of Sales orientation Customer orientation on the
brand trust of the cement company
H0: µ1 ≠ x

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4. Research Design
4.1 Purpose
To conduct an exploratory study and obtain an exhaustive list of parameters that affect the buying
behaviour in the cement market and those parameters where Ambuja cements need to improve so
as to improve their sales in Thrissur district.
4.2 Type of Study
Then the most important parameters will be considered under study which will lead to the shift in
customer preference, leading to a conclusive research – descriptive study
4.3 Study setting and Time Horizon
The type of investigation carried out is co-relational under a non-contrived setting. The research
was conducted in a cross sectional time horizon.
4.4 Population
Population include all the people who come to buy Cement and people who are into any sort if
construction
4.5 Sample
Sample is defined as the representative elements that are picked from the population, in this
research study the sample is selected through convenience sampling technique. The sample include
various contractors’ masons institutional buyers and individual house builders. The collected data
was refined and then from 117 data collected 90 was selected for the research study
4.6 Sampling Design
The study required samples from a survey, were random sampling method is being used.
Sample population for the survey are people who are using cement for any construction purpose.
For the purpose of SoCo the samples were the people who were involved in the selling process.

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4.7 Data Collection Methods
Primary data was collected through literature reviews
Survey 1 questionnaire method will determine the type of customer the brand and the reason for
choosing the particular brand.
Survey 2: A survey was used to calculate or measure the brand trust of the product.
Survey 3: A survey was used to calculate the Sales orientation of the sales people towards the
customer and the scale used was SoCo scale
The above mentioned surveys are attached at the end if the report in the annexure.4
4.8 Research Instrument
Structured questionnaire and interview method is proposed to be used. Pre-test statements designed
on an interval scale and a Likert scale to measure the influence of various factors in buying decision
in cement market. The study consist of a primary research, when talking about the primary research
it includes, observation, preliminary interviews and surveys.
The primary data was collected in the form of questionnaires to identify those variables that the
customer relies when he/she is buying cement
4.8.1 Tool 1 SoCo Scale
The SoCo scale was used to calculate the Sales orientation of the sales people, the scale is obtained
from Handbook of Marketing scales which is used to study and measure various concepts in
Buying Behaviour by William O Bearden and Richard G Netemeyer
4.8.2 Tool 2 Brand Trust scale
The Scale was taken from a study “Proposal for a Multidimensional Brand Trust Scale” by
Patricia Gurviez. The brand trust was calculated as a cumulative score of four major aspects
1. Credibility 2. Integrity 3.Benevolence 4.Commitment
.

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4.9 Variables
The independent variables are as follows
1. Quality
2. Availability
3. Price
4. Service
5. Brand image
6. Advertisement and promotion
7. Brand Trust.( with respect to buying behaviour)
8. SOCO ( Sales orientation Customer orientation)
The dependent variable is
1. Buying behaviour
2. Brand Trust
4.10 Data Analysis
The data collected from the survey showed the factors that affected the sales of cement in the
cement market then we analysed the situation of Ambuja cements using the cross tabulation
method and the results were drawn

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5. Analysis
5.1 Calculating Validity, Reliability and Normality of SoCo Scale and Brand trust scale.
5.1.1 Validity
The questioners were taken from valid sources and studies. The SoCo scale was taken from the
Marketing Handbook which provides a lot of such scales to measure various aspects of the
customer buying behaviour. The book is written by William O Bearden and Richard G Netemeyer
The book has been used to conduct several surveys in marketing field.
The Brand trust scale was taken from a research study that was done on “Proposal for a
Multidimensional Brand Trust Scale” which was used to calculate the brand trust in consumers on
different brands they prefer calculating the Credibility Integrity benevolence and Commitment.
Results show a strong positive relationship between trust and consumer-commitment.
5.1.2 Reliability
The reliability of SoCo was calculated
The Cronbach’s alpha was calculated to be .531 which says it has a moderate reliability.
The reliability of the brand trust was calculated
Reliability Statistics
Cronbach's
Alpha
N of
Items
.531 24
Reliability Statistics
Cronbach's
Alpha
N of
Items
.872 16

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The Cronbach’s alpha score of brand trust was calculated to be .872 so it says that the brand trust
is having a better reliability
5.1.3 Normality
The normality of the SoCo Scale was calculated and the graph was plotted.
Fig 5.1.3.1 Normal distribution curve of SoCo Scale

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Descriptive Statistics
N Mean Std.
Deviation
Skewness Kurtosis
Statistic Statistic Statistic Statistic Std.
Error
Statistic Std.
Error
SOCO 90 159.4889 14.13836 1.133 .254 .788 .503
Valid N (list
wise)
90
Table 5.1.3.1 Descriptive analysis of SoCo
The acceptable range of skewness is considered from the range of -2 to +2 so the value is within
the range. But the skewness is slightly more because of the response given by the sales people
were not true, even though it was observed from the in-store experience.
The normality of Brand trust scale
Fig 5.1.3.2 Normality of the brand trust score

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Table 5.1.3.2 descriptive analysis of Brand trust scale
The normality curve is slightly skewed, but still it falls between the acceptable range of -2 to + 2.
The skewness occurred due to the sampling error, the dealerships were the data was collected were
basically dealership of Ambuja cements having the sales of other brand cements.
5.2 Age group
Age Group
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
20-30 2 2.2 2.2 2.2
31-40 24 26.7 26.7 28.9
41-50 42 46.7 46.7 75.6
51-60 18 20.0 20.0 95.6
61-70 3 3.3 3.3 98.9
71 and above 1 1.1 1.1 100.0
Total 90 100.0 100.0
Fig 5.2 Frequency distribution of age group
From the above frequency distribution we could understand that the majority of the customers
belong the age group of 41-50 years of age they constitute around 46 percent, 26 percent of the
Descriptive Statistics
N Mean Std.
Deviation
Skewness Kurtosis
Statistic Statistic Statistic Statistic Std.
Error
Statistic Std.
Error
Brand trust
score
90 26.5556 5.41349 .484 .254 .055 .503
Valid N
(listwise)
90

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respondents are from the age group of 31-40 and the 3rd
majority is the respondents belonging to
the age group of 51-60.
Fig 5.2 Pie chart representation of Age group of people
5.3 Types of customer
Type of Customer
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Consumer 12 13.3 13.3 13.3
Mason 2 2.2 2.2 15.6
Contractor 68 75.6 75.6 91.1
Institutional
Buyer
8 8.9 8.9 100.0
Total 90 100.0 100.0
Table 5.3 Frequency distribution of types of customer

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Figure 5.3 Pie chart representation of types of customer
From the above tabulation and pie chart obtained from the data collection process we can say that
the involvement of a consumer in buying a particular brand of cement is very narrow. From the
above we can say that 75.6 percent of the respondents from 90 were contractors, only 13.3 percent
of them were direct consumers. So the company should increase their promotional activity in order
to get more Consumer oriented.

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Table5.4 Time spent inside the store
Fig 5.4 pie chart showing time spent inside the store
5.4 Time spent inside the store
Time Spent
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
0-10 8 8.9 8.9 8.9
11-20 8 8.9 8.9 17.8
21-30 1 1.1 1.1 18.9
31-40 1 1.1 1.1 20.0
Phone Call 72 80.0 80.0 100.0
Total 90 100.0 100.0

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From the data collected it was clear and evident that the number of customers visiting the stores
was very minimal. From the pie chart it can be understood that 80 percent of the Customers did
there order through phone calls and only 20 percent of the customers came to the store for buying
cement.
5.5 Quality
Quality
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Strongly Agree 67 74.4 74.4 74.4
Agree 15 16.7 16.7 91.1
Neutral 6 6.7 6.7 97.8
Disagree 1 1.1 1.1 98.9
Strongly
disagree
1 1.1 1.1 100.0
Total 90 100.0 100.0
Table 5.5 Frequency distribution of people who preferred quality a major factor.

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Fig 5.5 Pie chart representation of people who preferred Quality as a major factor
From the above figure it is clear and evident that from the total 90 respondents 91 percent of them
made quality a prime requirement when they are buying cement. So the data available data it can
be said that the quality factor is one of the prime factor people are looking forward when they are
going to buy cement.
A cross-tabulation was done on the basis of Ambuja quality and quality factor that was rated by
the customer
Next we cross tabulate the Quality factor with the results of Ambuja quality

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Quality * Ambuja Quality Cross-tabulation
Count
Ambuja Quality Total
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
Quality
Strongly Agree 35 23 6 3 0 67
Agree 0 11 4 0 0 15
Neutral 1 1 4 0 0 6
Disagree 0 1 0 0 0 1
Strongly disagree 0 0 0 0 1 1
Total 36 36 14 3 1 90
Table 5.5.1 Cross-tabulation Frequency of Quality and Ambuja quality
Fig 5.5.1 Bar graph representation Quality and Ambuja quality
Among the 67 respondents who strongly go for quality as a prime factor, 86 Percent of them say
Ambuja quality is supreme. So we can conclude that the quality of Ambuja cements is proved to
be good and people do accept that fact that Ambuja cements serves better quality cement.

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5.6 Availability
Availability
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Strongly
Agree
8 8.9 8.9 8.9
Agree 49 54.4 54.4 63.3
Neutral 23 25.6 25.6 88.9
Disagree 10 11.1 11.1 100.0
Total 90 100.0 100.0
Table 5.6 Frequency distribution of customers who preferred Availability as a major factor
Fig 5.6 Pie chart representation of customers who preferred Availability as a major
factor
From the above table and pie chart it can be understood that among the 90 respondents 57 of the
respondents took availability as a factor for selecting their brand of cement.
Now we cross tabulate the Ambuja cements availability with the Availability factor.

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Availability * Ambuja Availability Crosstabulation
Count
Ambuja Availability Total
Strongly
Agree
disagree
Availabil
ity
Strongly
Agree
0 3 2 3 0 8
Agree 2 21 14 7 5 49
Neutral 8 11 2 1 1 23
Disagree 6 4 0 0 0 10
Total 16 39 18 11 6 90
Table 5.6.1 Availability * Ambuja Availability Cross tabulation
Among the 8 respondents who strongly go with availability as a factor for purchase 37.5 percent
said availability of Ambuja cement is excellent and another set of 37.5 percent disagree with it.
But among 49 respondents who says availability is also a factor for purchase, 4 percent say the
availability of Ambuja cement is excellent and 42 percent of them say availability of Ambuja
cement is good but not up to the expected level.
From these results the company should look to improve in the availability factor.

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Fig 5.6.1 Availability * Ambuja Availability Cross-tabulation

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5.7 Price
Price
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Agree 34 37.8 37.8 43.3
Neutral 31 34.4 34.4 77.8
Disagree 18 20.0 20.0 97.8
Strongly
disagree
2 2.2 2.2 100.0
Total 90 100.0 100.0
Table 5.7 Frequency distribution of people who prefer price as a major factor
Fig 5.7 pie chart representation of people who prefer price as a major factor

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From the above tabulation it is clear that 39 respondents from the total 90 respondents were price
conscious, 31 respondents were on a neutral stand and 20 of the respondents were not at all price
conscious when they were buying cement.
Next we will cross-tabulate the price factor and Ambuja cements price factor
Price * Ambuja Price Cross-tabulation
Count
Ambuja Price Total
Strongly
Agree
Agree Neutral Disagree
Price
Strongly Agree 1 1 1 2 5
Agree 1 13 10 10 34
Neutral 9 10 9 3 31
Disagree 9 6 1 2 18
Strongly
disagree
1 0 0 1 2
Total 21 30 21 18 90
Table 5.7.1 Price * Ambuja Price Cross-tabulation
Among 90 respondents on 43.3 percent are highly price conscious, in that 43.3 percent only 41
percent agree that the price of Ambuja cement is good, 28 percent stays neutral and 30.7 percent
of them says it’s highly priced. So Ambuja has to work on its pricing.

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Fig 5.7.1 Price * Ambuja Price Cross-tabulation
5.8 Brand image
Brand Image
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Agree 30 33.3 33.3 61.1
Neutral 21 23.3 23.3 84.4
Disagree 13 14.4 14.4 98.9
Strongly
disagree
1 1.1 1.1 100.0
Total 90 100.0 100.0
Table 5.8 Frequency of people who prefer brand image as a major factor

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Fig 5.8 pie chart representation of people who prefer brand image as a major factor
From the above tabulated data and the pie chart we can say that customers have a perception about
their brand. 55 respondents say brand image is needed, while 21 respondents are neutral with the
factor, while 14 respondents out of 90 respondents disagree with the factor.
Next the brand image factor is cross-tabulated with Ambuja’s brand image to understand people
perception about the brand.
.

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Brand Image * Ambuja Brand image Cross-tabulation
Count
Ambuja Brand image Total
Strongly
Agree
disagree
Brand Image
Strongly Agree 13 10 0 1 1 25
Agree 6 19 5 0 0 30
Neutral 4 9 8 0 0 21
Disagree 2 4 7 0 0 13
Strongly
disagree
0 1 0 0 0 1
Total 25 43 20 1 1 90
Table 5.8.1 Brand Image * Ambuja Brand image Cross-tabulation
From the above tabulation 61 percent of the total respondents consider brand image as a factor for
making a purchase among that 87 percent of respondents are saying Ambuja is having a high brand
image. 23 percent of people stayed neutral to brand image in that 61.9 percent respondents also
agree that Ambuja cements is having a good brand image. So brand image of Ambuja cements is
fairly better comparing its competitors.

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Figure 5.8.1 Brand Image * Ambuja Brand image Cross-tabulation
5.9 Service
Service
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Strongly
Agree
7 7.8 7.8 7.8
Agree 30 33.3 33.3 41.1
Neutral 48 53.3 53.3 94.4
Disagree 5 5.6 5.6 100.0
Total 90 100.0 100.0
Table 5.9 Frequency distribution of people who prefer Service as a major factor

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Fig 5.9 pie chart representation of people who prefer Service as a major factor
From the above tabulated data it cannot say whether service plays an important role in the buying
behavior of cement because the majority of 53.3percent of respondents have opted neutral, while
41 percent of the respondents said service is a factor for purchasing a particular brand of cement
while 5 of the respondent disagree with it. So if the service factor is considered by the company
then it won’t negatively affect the brand since the people disagreeing is very minimal.
Now again cross-tabulate the brand image of Ambuja cements with the brand image factor to
analyze the perception of respondents.

33
Service * Ambuja Service Cross-tabulation
Count
Ambuja Service Total
Strongly
Agree
disagree
Service
Strongly
Agree
3 2 2 0 0 7
Agree 9 10 9 2 0 30
Neutral 13 11 21 2 1 48
Disagree 0 3 2 0 0 5
Total 25 26 34 4 1 90
Table 5.9.1 Service * Ambuja Service Cross-tabulation
From the 90 respondents 41 percent of them said service is a major factor in selecting a particular
brand among that 64 percent of the respondents said they are happy with the service provided by
the Ambuja cement. In the 90 respondents 53 percent of them was neutral towards selecting service
as a factor for their reason for selecting their particular brand. In that 53 percent 50 percent believe
Ambuja service is better

34
Fig 5.9.1 Service * Ambuja Service Cross-tabulation
5.10 Advertisement and promotion
Advertisement and promotion is an important factor in buying behaviour as it catches the attraction
of direct consumers. But since the majority samples of my data collection are contractors and
engineers or even workers they were giving a negative result as a response that can be observed
from the frequency distribution below.
Table 5.10 frequency distribution of people who preferred Advertisement and promotion
as a factor
Advertisement and promotion
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Agree 2 2.2 2.2 2.2
Neutral 13 14.4 14.4 16.7
Disagree 50 55.6 55.6 72.2
Strongly
disagree
25 27.8 27.8 100.0
Total 90 100.0 100.0

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Fig 5.10 histogram showing the frequency distribution of people who preferred
Advertisement and promotion as a factor
From the distribution we can see that among the data collected 55 percent of the customers does
not see advertisements and promotions and they were never a factor for making a purchase. Since
they are customers and majority of them are contractors they are not able to sit and watch television
or print media, but if the company could focus on consumers then advertisement and promotion
could be a major factor.
5.11 Brand trust
The parameter of brand trust was measured on the following qualities.
a. Credibility
b. Integrity
c. Benevolence
d. Commitment

36
Questions were asked on the above mentioned qualities and the responses were taken from
the respondents and was scaled in an interval scale and then their degree was calculated
and converted to a nominal data.
Degree of Brand Trust
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
High 12 13.3 13.3 13.3
moderate 59 65.6 65.6 78.9
Low 19 21.1 21.1 100.0
Total 90 100.0 100.0
Table 5.11 Frequency distribution of people who preferred Brand trust as a major factor
Fig 5.11 Pie chart representation of people who preferred Brand trust as a major factor
Among the 90 respondents 65.6 percent have a moderate level of brand trust, and 21 percent have
low degree of brand trust, only 13.3 percent of the total respondents have high degree of brand
trust.

37
Now we cross tab the cement company and degree of brand trust to analyse which company has
more respondents for high and moderate brand trust.
Cement Company * Degree of Brand Trust Cross-tabulation
Count
Degree of Brand Trust Total
High moderate Low
Cement
Company
Ultratech 0 3 0 3
Acc 0 10 5 15
Ambuja 10 25 10 45
Shanker 0 7 2 9
Jsw 0 5 1 6
Ramco 0 4 1 5
Zuari 1 0 0 1
Chetinad 0 4 0 4
Others 1 1 0 2
Total 12 59 19 90
Table 5.11.1 Cement Company * Degree of Brand Trust Cross-tabulation
From the table we can understand that from 90 respondents 50 percent of them have commented
on Ambuja brand trust and in that 50 percent 22 percent say Ambuja is having high degree of
brand trust, 55 percent of them believe Ambuja is having a moderate level of brand trust and again
another 22 percent say that the brand trust degree for Ambuja is low. Since only 22 percent agree
with the brand trust of the product, it will be better if the company an initiate activities that would
create a perception of brand trust within the customers/consumers.

38
Fig 5.11.1 Cement Company * Degree of Brand Trust Cross-tabulation
5.12 Hypothesis Testing
5.12.1 SoCo (Sales orientation Customer orientation)
The SOCO scale (Sales Orientation-Customer Orientation) was designed to measure the degree
to which a sales person engages in customer oriented selling (i.e., the degree to which salespeople
practice the marketing concept by trying to help their customers make purchase decisions that will
satisfy customer needs). Highly customer-oriented salespeople avoid actions that might result in
customer dissatisfaction. Specifically, the SOCO scale measures six components: (a) a desire to
help customers make good purchase decisions, (b) helping customers assess their needs, (c)
offering products that will satisfy those needs, (d) describing products accurately, (e) avoiding
deceptive or manipulative influence tactics, and (f) avoiding the use of high pressure.
Here we test whether the sales orientation customer orientation has some effect on each other.

39
Degree of Brand Trust * Degree of sales orientation Cross-tabulation
Count
Degree of sales orientation Total
High moderate Low
Degree of Brand
Trust
High 0 8 4 12
moderate 10 45 4 59
Low 3 14 2 19
Total 13 67 10 90
Table5.12.1.1 Degree of Brand Trust * Degree of sales orientation Cross-tabulation
Table 5.12.1.2 Chi-Square Test
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 8.474a
4 .076
Likelihood Ratio 8.482 4 .075
Linear-by-Linear
Association
2.899 1 .089
N of Valid Cases 90
a. 4 cells (44.4%) have expected count less than 5. The
minimum expected count is 1.33.

40
The chi-square test was done with null hypothesis to analyze if there exist any relation was there
between SoCo and brand trust, the results came out to be a negative one. Since the value is less
than 5 we failed to accept the null hypothesis. The study doesn’t neglect the chances of alternate
hypothesis being true.

41
6 Conclusion and Recommendations
6.1 Age
From the study conducted the majority of the customers and consumers are belonging to the age
group of 30-50 and most of them are contractors and engineers so in order to attract them the
company should introduce training programs or make an active club so as to encourage them.
6.2 Type of customer
From the study we could understand that the majority of the customer falls in the category of
contractors and from the in-store experience it was observed that they are the biggest promoters of
the brand. So if the company could aggregate a group of contractors and incentivize them so as to
promote the brand then the chance for increasing the sales is more.
6.3 Availability
From the data obtained and analyzed it was observed that the availability of Ambuja cement is not
there in the expected way, it’s not too less or not too high. It is in the category of moderately
available. So the company should initiate activities to attract more dealers.
6.4 Price
The respondents who said the price of Ambuja was better is around 40 percent, simultaneously 30
percent of them said that Ambuja is priced high. The price factor is a deciding factor for the buying
behavior because from the in-store experience it was found that customers rather than asking for a
particular brand of cement they are asking for a cement that is in the range of Rs 350- Rs 400. If
the company can work on the price so that the highly priced tagline can be removed from the
customers mind.
6.5 Advertisement and promotion
Ambuja cements is a cement company that provides superior quality cement. But people are mostly
unaware of that fact. Most of the customers say that the availability of the product is very less,
some say the product is priced at a higher price rate. Some of the contractors and engineers are

42
willing to use Ambuja cements if they are provided with trade discounts. The role of direct
consumer in the buying behavior of cement is very less, since they are unaware about the quality
and the use of cement. So the recommendation would be bringing consumers in the buying market
so that they can choose their product brand like they do it for all other commodities. It can be done
only through educating the consumers, through print and mass media and also through attractive
offers.
6.5.1 Toll free numbers.
The suggestion could be company should start a toll free number facility so that the consumer can
directly contact the company to ask about the product, and also the company can help or guide the
consumer to attain knowledge about the quality of the cement and also the company can provide
a direct trade discount for the consumer there by avoiding middle men. This could be a good step
because initially when a consumer is about to start a construction he is having lot of quires in his
mind if company could reach out to those people and help them out the eventually the brand trust
factor would increase. Also from my study I have noticed that Ambuja cement is having a good
brand image, so a leading company taking such a step for the society would attract consumers. For
this company can use a better advertisement technique.
6.6 SoCo and Brand Trust
Sales orientation customer orientation should have some effect on the brand trust. From the survey
and in-store experience it has been in some cases, from the data and the subsequent chi-square test
the study failed to accept the null hypothesis. So the from the study and the subsequent test it’s
clear that the chances of relation with Sales orientation and Customer orientation cannot be
neglected.

43
7. Limitations
The major limitation faced during the internship is the population and the sample, since the data is
collected from the dealership where Ambuja cements is being sold there has been a biased response
and there the possibility of a sampling error is exceptionally high.
The lack of direct consumer in the buying behaviour of cement made the survey part a bit difficult.
Illogical answers and the knowledge level of majority contractors were not up to the expected
level.
Since the contact was made with the contractor’s, their existed a language barrier since the
language used by them was a totally different slang of the local language (Malayalam) ann to
understand their points and views questions had to be repeated again and again.
Since the orders were made through telephone calls the direct contact with the customers were
minimal because of which the survey had to be taken via phone calls and the responses seemed to
be random and vague.

44
8. References
* Simon Anholt (1998); Nation Brand of Twenty First Century; Journal of Brand
Management.
* Kevin Lane Keller (August 2001); Building Customer Based Brand Equity.
* Tilde Heading (2009) Book on Brand Management.
* Catherine da Silveriaetal. (2011); Reconceptualising Brand Identity in a Dynamic
Environment
* Md. ReajulAlam Chowdhury (2012); Factors Considered by Opinion Leader (One form
of Reference Group) in Recommending Brand to Customers: A Case Study on Cement,
Global Journal of Management & Business Research
* Dr. B. Sarayna& Dr. V. Kavitha (2014); A Study on Customer Perception Towards
Cement in Coimbatore City
Website Reference
 www.shodhganga.com
 https://www.ebscohost.com
 https://www.jgateplus.com

45
9 Annexure
9.1 Questionnaires
9.1.1 CONSUMER BUYING BEHAVIOUR (Customer)
Outlet name:
Location:
CUSTOMER DETAILS Time:
Name:
Age:
Sex:
Profession:
1. Type of customer:
o Consumer Mason Contractor Institutional Buyers
2. Purchasing Item:
Cement Steel Hardware Paint Metal
Roofing Sheet Bricks Sanitary Other
3. If cement which company:
Ultratech cement ACC Cement Ambuja Cement Shanker Cement
JSW Cement Dalmia Cements Ramco Cements Zuari Cements
Malabar Cements Chetinad Cements Others
4. If others, which company:
5. Reason for Selecting Other Brand:
Brand image Price Availability Quality Reference
6. If Ambuja cements why?
Brand image Price Availability Quality Reference

46
7. Number of bags Purchased Today
1-10 11-20 21-30 31-50 51-80 81-100
101 and above
8. What is the stage of Construction?
Basement Brickwork Roof slab 1st
floor plastering
Finishing Other Stage
9. How many bags purchased till date:
0-100 101-200 201-300 301-400 401-500 501 & above
10. Area of Construction:
11. As per you, what is the percent of expense on cement on total cost of construction?
0-5 6-10 11-15 16-20 Above 20
12. Do you Give Preference
Aesthetic appearance Strength
13. Do you give importance to
Architecture Decoration
14. Are u Aware about the fact that once the construction is done the cement used cannot be replaced?
Yes No
15. I choose a brand of cement mainly because of their quality?
Strongly agree Agree Neutral Disagree Strongly Disagree
16. I choose the brand of cement because of their advertisement and promotion?
17. I choose the brand of cement mainly because of their price
18. I choose the cement based on the availability?
/
/
/

47
19. I choose the brand of cement predominantly based on their brand image?
20. I choose the cement brand mainly because of their Service?
21. I feel that the Quality of AMBUJA cements is excellent?
22. I came to know about Ambuja cements through the reference of:
Peers Media Mason Ref engineer/Architecture ref Shop ref
Others
23. I feel that the price of Ambuja cements is justifiable?
24. I feel that the availability of Ambuja cements is satisfactory?
25. I feel that the brand image of Ambuja cements is excellent?
26. I am satisfied with the service of Ambuja cements?
27. Time spent inside the store
0-10 11-20 21-30 31- 40 41-50
51-60 60 & above
Contact number:
E-mail id
Remarks:

48
9.2 BRAND TRUST
1) This brand’s products make me feel safe
Strongly agree Agree Neutral Disagree strongly disagree
2) I trust the quality of this brand’s products
3) Buying this brand’s products is a guarantee
4) This brand is sincere with consumers
5) This brand is honest with its customers
6) This brands expresses an interest in its customers
7) I think this brand renews its products to take into account advances in research
8) I think that this brand is always looking to improve its response to consumer needs
9) If necessary, I would make a few small sacrifices so I could continue using this brand
10) I tend to praise and defend this brand
11) I think I will appreciate this brand for a long time
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

49
9.3 Sales orientation Customer orientation
On a scale of 1-9 Rate the following articles, where 1-never…….to 9 being always
Never always
1. I try to give customers an accurate expectation of what the product will do for them. 1 2 3 4 5 6 7 8 9
2. I try to get customers to discuss their needs with me. 1 2 3 4 5 6 7 8 9
3. If I am not sure a product is right for a customer, I will still apply pressure to get 1 2 3 4 5 6 7 8 9
him to buy.
4. I imply to a customer that something is beyond my control when it is not. 1 2 3 4 5 6 7 8 9
5. I try to influence a customer by information rather than by pressure. 1 2 3 4 5 6 7 8 9
6. I try to sell as much as I can rather than to satisfy a customer. 1 2 3 4 5 6 7 8 9
7. I spend more time trying to persuade a customer to buy than I do trying 1 2 3 4 5 6 7 8 9
to discover his needs.
8. I try to help customers achieve their goals. 1 2 3 4 5 6 7 8 9
9. I answer a customer's questions about products as correctly as I can. 1 2 3 4 5 6 7 8 9
10. I pretend to agree with customers to please them. 1 2 3 4 5 6 7 8 9
11. I treat a customer as a rival. 1 2 3 4 5 6 7 8 9
12. I try to figure out what a customer's needs are. 1 2 3 4 5 6 7 8 9
13. A good salesperson has to have the customer's best interest in mind. 1 2 3 4 5 6 7 8 9
14. I try to bring a customer with a problem together with a product that helps 1 2 3 4 5 6 7 8 9
him solve that problem
15. I am willing to disagree with a customer in order to help him make 1 2 3 4 5 6 7 8 9
a better decision.
16. I offer the product of mine that is best suited to the customer's problem. 1 2 3 4 5 6 7 8 9
17. It is necessary to stretch the truth in describing a product to a customer. 1 2 3 4 5 6 7 8 9
18. I begin the sales talk for a product before exploring a customer's needs 1 2 3 4 5 6 7 8 9
with him.
19. I try to sell a customer all I can convince him to buy, even if I think it 1 2 3 4 5 6 7 8 9
is more than a wise customer would buy.

50
20. I paint too rosy a picture of my products, to make them sound as good 1 2 3 4 5 6 7 8 9
as possible.
21. I try to achieve my goals by satisfying customers. 1 2 3 4 5 6 7 8 9
22. I decide what products to offer on the basis of what I can convince 1 2 3 4 5 6 7 8 9
customers to buy, not on the basis of what will satisfy them in the long run.
23. I try to find out what kind of product would be most helpful to a customer. 1 2 3 4 5 6 7 8 9
24. I keep alert for weaknesses in a customer's personality so I can use them 1 2 3 4 5 6 7 8 9
to put pressure on him to buy.

Final rohith

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