1) The document analyzes customer behavior and perceptions toward cement companies in India, focusing on the region of Baijnath-Palampur in Kangra. 2) It finds that ACC cement has the largest market share in the region due to its high quality and low water consumption compared to other brands like Ambuja. 3) However, ACC needs to focus more on customer relationship services and controlling dealer prices to maintain its leading position as customers are not strongly brand loyal and competitors are challenging ACC's market share.