Customer preference and consumption of various

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) JMRD
ISSN 2248 – 9390(Online) , Volume 1, Number 1
January - 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 CHENNAI

G.Frederic Edmond1, Research Scholar, Sathyabama University, Chennai 600 119
Dr. S. SheelaRani2, Supervisor, – Sathyabama University, Chennai 600 119

ABSTRACT

Growing demand of housing units, infrastructure developments, construction of new
bridges and development of IT parks accelerates cement demand in Chennai. In addition,
Government spending on housing units, proposed financial city, Outer ring road, Metros
and airport expansion further fuel the cement demand in Chennai. Different varieties of
cements are manufactured for different applications. Types of cement generally
consumed in Chennai are ordinary Portland cement, Portland Puzzolana cement and
Sulphate resistance cement. The current study is aimed to analyze of different types of
cement consumption in Chennai and importance are given for factors influencing the
sales of a particular type of cement. The current study is being made with a sample size
of 50 {questionnaire are given to cement dealers, masons, consumers and civil
engineers]. 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 in
various segments were analyzed. The study showed more consumption of PPC in
comparison with the other types of cement. Pricing, more availability in the market, easy
workability and raw materials availability for production are some of the factors that
increases PPC consumption. OPC types are preferred for fast setting processes and also
for increased early strength requirements. SRC is preferred in coastal areas.

INTRODUCTION
Cement is a binder, a substance which sets and hardens independently, and can bind other
materials 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 and
concrete- the bonding of natural or artificial aggregates to form a strong building material
which is durable in the face of normal environmental effects.
Grades of cement
There 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 much
use in ordinary concrete construction. In the production of this type of cement in India,

1
Asst General Manager- Marketing
2
Asst Professor, Management Studies, New College, Chennai,

7

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 early
removal of shutters.
Portland Pozolona Cement (PPC): As it prevents cracks, it is useful in the casting work of
huge volumes of concrete. The rate of hydration heat is lower in this cement type. Fly
ash,( is available from Thermal Power Plants, which are processed and used in
manufacturing of PPC) coal waste or burnt clay is used in the production of this category
of cement. It can be availed at low cost in comparison to OPC.
Sulphate Resisting Portland cement: This cement is beneficial in the areas where concrete
has an exposure to seacoast or sea water or soil or ground water. Under any such
instances, the concrete is vulnerable to sulphates attack in large amounts and can cause
damage to the structure. Hence, by using this cement one can reduce the impact of
damage to the structure. This cement has high demand in India.
Portland Blast Furnace slag cement (PBFSC): The rate of hydration heat is found lower
in this cement type in comparison to PPC. It is most useful in massive construction
projects, for example - dams.
Rapid Hardening Portland cement: The texture of this cement type is quite similar to that
of 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 used
in constructing or fixing oil wells. This is applied on both the off-shore and on-shore of
the wells.
White cement: It is a kind of Ordinary Portland Cement. The ingredients of this cement
are inclusive of clinker, fuel oil and iron oxide. The content of iron oxide is maintained
below 0.4% to secure whiteness. White cement is largely used to increase the aesthetic
value of a construction. It is preferred for tiles and flooring works. This cement costs
more than grey cement.

METHODOLOGY
Data collection Procedure
Primary data was collected using the questionnaire .A survey was done with the
respondents in their respective places. The respondents’ reference to each question was
carefully noted in the questionnaire. Their perception and suggestions were carefully
observed and interpreted.

Sample Size:
Size of the sample means the number of sampling units from the population for
investigation. Here the sample size is fixed as 50 general consumers, 50 dealers, 50
masons and 50 Civil Engineers from the construction industry in Chennai City

Data collection from consumers - Questionnaire
The 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, various
factors influencing a particular cement types, factors enhancing the sales of a particular
type of cement. Product knowledge about types of cement among the consumers was
analyzed.

8


To have wider response, Chennai is being divided in to four areas geographically to have
more clarity. The dealers are selected from different places in
Chennai North : Thiruvottriyur, Ennore, Poneri and Madhavaram
Central Chennai : Porur, Virugambakkam, Vadapalani and Saidapet.
Chennai South : Thiruvanmiyur, Adayar, Palavakkam and Velacherry
Chennai West : Tambaram, Pallavaram, chromepet and Pammal

Data collection from other sources
Relevant Data were also collected from CMA reports, paper article, and cement industrial
magazines.

FINDINGS AND OBSERVATION

Table: 1, Manufactures and Types of cement which is predominantly available in
Chennai 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 No
Table 2
Following results are tabulated from the answers given for questionnaires in each
segment.
A) General Consumer
Knowledge on Different types of Cement:
Knowledge on types of No of Persons %
cement and its usage
Having 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


Table 3
b) Masons
of cement and usage
No Knowledge 09 18%

OPC cements 15 30%
PPC cements 26 52%
Slag cements 0 00%
Any cement 09 18%
Total 50 100%

Table 4
Civil Engineers:
of cement and usage
No Knowledge 0 00%

OPC cements 14 28%
PPC cements 34 68%
Slag cements 2 4%
Any cement 0 0
TOTAL 50 100%

10


Table 5

Cement dealers
of cement and usage
No Knowledge 03 06%

OPC cements 12 24%
PPC cements 28 56%
Slag cements 2 4%
Any cement 8 16%
TOTAL 50 100

Table 6
Tabular column showing the knowledge levels on the types of cement among the
various 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 25 200

Table 7
Tabular column showing the over all consumption of different types of cement in
various 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


Table: 8
Segment 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 5 155

FINDINGS AND OBSERVATIONS

Study on “Customer preference and consumption of various grades of cement” is
summarized as
Table 1: shows the details of major brands and types available in Chennai . Table 2:From
the general customers response, it is evident that around 24% of the respondent is having
knowledge on different types of cements available and 76% of the customers are not
having an idea about the different types of cement. 08% of the general consumers are
preferred for OPC and 18% of the consumers are seen to use PPC cement. From the
questionnaire 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 having
knowledge on different types of cement and 18% have no knowledge on the variety of
cement. 30% of the consumers prefer OPC, 52% prefer PPC and 18% of them buy any
cement that is available in the market.
Table 4: From civil engineers response, it is understood that 100 % of the respondents
are having knowledge on different types of cements and their utility in the market.28% of
them give preference for OPC and 68% of the consumer are shows to use PPC
cement.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 customers
are having knowledge on different types of cement and 25% of the respondents are not
aware of different types and their utility. It is very alarming to note that among the
general consumers it is found that only 24% of the respondents know about the different
variety and 76% are not aware.
Table 7: It is also clear that 97 respondent or 43.5% of the respondents are consuming
PPC. 27.5 % of the respondents are consuming the cement without the variety they are
using and consumption of slag is 2 % only.
Table 8: it is clear that 63 respondents are purchasing cement for preference of price.OPC
is Rs 10 to 15 higher than PPC. 52 respondents have said that the quality is the main
reason for choosing the cement and 35 respondents main factor is availability of cement,
color etc.

12


CONCLUSION

In summing up, the above project paper reveals the fact that PPC cement type is sold
more 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 is
influenced by the availability, easy workability, colour, pricing and dealers
encouragement, 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 with
general public for the consumption of different types of cements, on the bases of their
utility and product value. Advertisements ,Engineers meet, Masons meet, wall paintings
etc., should be increased to update the knowledge of different types of cements in the
changing environment, so as to improve the quality of the construction industry for a
better 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

Customer preference and consumption of various

Recommended

Recommended

More Related Content

Similar to Customer preference and consumption of various

Similar to Customer preference and consumption of various (20)

More from prjpublications

More from prjpublications (20)

Customer preference and consumption of various