3. Acc Cement Org

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PREFACE

As a Student of B.B.A. (Hons.) 16 th Batch, the survey on

customer satisfaction on ACC Cement has been provide to me by

my department, under the guidance of Miss. Mayuri Jain (lecturer)

I conducted this work in Sagar City. It presents synoptic

review the research methodology. Objective, limitations and

suggestions regarding the existing product. A field survey was

conducted with the help of questionnaire in Sagar City.

The main aim of this survey is to know about the level of

constomer satisfaction regarding ACC Cement in Sagar City. it also

includes product utility. People behavior, Satisfaction, imagination,

company policies and customer problems.

This Survey is made to answer the expose above motioned

topies through statistical representation, pie diagram and graphs.

MANOJ KUMAR

BBA II SEM. 16 TH BATCH



ACKNOWLEDGEMENT Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number o persons. I wish to

express my deep sense of gratitude to all those who generously helped in

successful completion of this report by sharing their invaluable time and

knowledge.

It is my proud and previledge to express my deep regards to Respected HOD Prof. Y.S. Thakur, Head of Department Miss Mayuri Jain (Lecturer)

Department of Business Management , Dr. Hari Singh Gour University Sagar

for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the

able and inspiring guidance of Miss Mayuri Jain (Lecturer) she rendered me

all possible help me guidance while reviewing the manuscript in finalising the

report.

I also extend my deep regards to my teachers , family members , friends

and all those whose encouragement has infused courage in me to complete to

work successfully.

(MANOJ KUMAR)

B.B.A IInd Semester



DELCLARATION BY THE

CANDIDATE

Date :

I declare that the project report titled " ACC CEMENT " on Market

Segmentation is nay own work conducted under the supervision of Miss

Mayuri Jain (lecturer) Department of Business Management Dr. Hari Singh

Gour Uniersity Sagar To the best of my knowledge the report does not contain

any work , which has been submitted for the award of any degree , anywhere.

(MANOJ KUMAR )

B.B.A II Semester



CERTIFICATE

The project report titled "ACC CEMENT " been prepared by

MR. MANOJ KUMAR BBA II Semester , 16 th Batch under the guidance

and supervision of Miss MAYURI JAIN (lectuer) for the partial fulfillment of

the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the

Department

Examiner

table of CONTENTSTOPIC TITLE Page No.

1. Introduction

2.Objective of the study

3. Review of Literature



4. Data Collection methods

5. Data Analysis and interpretation

6. Findings

7. Conclusion

8. Suggestions

9. Limitatons

Biblography

Questionnaire

Bibliography

Questionnaires

INTRODUCTION

Indian Marketing Environment is largely described as

sellers market. We have chronic shortages and scarcities

particularly in convenience goods. Demand is invariably

greater than supply. Purchase power do masses is limited

more than 30% of our population have income below poverty

line bulk of our population resides in villages and marketers

have yet to capitalize rural marketing opportunities. The

consumers are ignorant, illiterate, unorganized and hence



they have weak bargaining power. Most of our business

enterprises are still having selling concept, which is product

oriented marketing approach. Bigger business houses

having national markets are adopting integrated corporate

planning and market planning as well as strategic market

programmes.

Marketing Research and information as well as strategic

marketing planning have very limited scope at present. A

change is taking place in the marketing environment at a

reasonable speed and many consumer oriented marketing

companies are beginning to realize the pressure of

competition and buyer’s market.

But the transaction to marketing orientation is a long

and difficult process. Marketing research has a bright future

in the feature of matured economy.

Marketers are caked upon to anticipate changes in the

marketing environment involving opportunities risks and

uncertainties. They are regained to forecast the direction

and intensity of there future change plant to meet

anticipated changes in the environment and secure favorable

relationship with the changing environment. To do there

intelligent planning marketers need information. Accurate

sales forecasting involves collection and processing of

information. We can have more accurate and reliable sales

forecast, marketing plans and programmes through

organized information system. We should have profitable

marketing activities, minimum risks and uncertainties.



This project report offers detailed regarding marketing

of Cement in general and marketing performance and

marketing share of ASSOCIATED CEMENT COMPANIES LTD.,[ACC]. It also deals with a case study of SRI SHABAREESH

AGENCIES, SHIMOGA, reference have been made to

marketing of other Cements also so as to bring out

comparative cements.

In the modern world Cement has gained so much

recognition that no building is built without Cement. It is

deemed to be the best and only construction material at

present. Even though cement is used by almost every man

he does not know much about it.

This project report attempts to bring about details

regarding history, manufacturing process, types of cement

available, problems in marketing if cement and other details

regarding cement. Efforts have also been made to get the

opinion of dealers regarding marketing and other aspects of

Cement etc., and consumer’s opinion regarding ACC Cement.

Attempts have also been made to assess the marketing

performance of SRI SHABAREESH AGENCIES and certain

suggestions have also been given for improvement of

marketing strategy by adopting suitable marketing

programmes.

AIMS AND OBJECTIVE

1. To know about the process of manufacturing cement.

2. To know about the raw materials used in the process.



3. To analyze the sales performance of Acc cement in

General.

4. To analyze the sales performance of Cement by SRI

SHABAREESH AGENCIES.

5. To assess marketing strategy adopted by SRI


6. To analyze the general problems in marketing of

cements and specific problems confronted by SRI


7. To know consumer preference towards various brands

of cement especially towards ACC Cement.

8. To give specific suggestions for improvement pf

marketing strategy of SRI SHABAREESH AGENCIES.



SCOPE OF THE STUDY

The scope of this report is restricted to the study of

consumer preference and Dealers opinion regardingmarketing of ACC Cement in Shimoga City.

This report includes the efforts that have been taken up

by the “ASSOCIATED CEMENT COMPANIES LIMITED” to

improve the quality and sales and also the efforts that have

been taken up by SRI SHABAREESH AGENCIES” to increase

the sales of ACC cement in Shimoga city.

METHODOLOGY

The Method adopted to conduct this study may be

classified into 2 types. The information has been gathered

through two sources.

1. Primary data.

2. Secondary data.

The primary data has been collected through personal

interview and by observation. It has been collected directly

from the Firm Proprietor’s information are collected by

observational methods. Sources of Secondary data like News

papers, Magazines, Books, Internet helped a lot in preparing

this case study.



LIMITATIONS

Since Cement is used only in the process of

construction. It is rather difficult to get respondent

everywhere. It is also difficult to known the opinion of

respondences each and every one will have qualitative

knowledge about Cement.

There are channel of respondent issues being this

chance whether it may be a wrong or right this; may create a

bias in response. However it has been avoided as for aspossible.

The scope of study reconfirmed to shimoga only. The

reference has been drawn with the help of opinion of both

consumer’s and dealers of Shimoga town. There may be

channel of inference becoming unsuitable in, such marketing

environments which have completely a different set up of marketing friend’s.

As Cement is a product confirmed to person who are

involved in the process of construction. It is very difficult to

get information for every one.

Even though it is difficult all attempts as have been

made and necessary precisions have been taken to award

bias and get answer to make the report a relative one.



CHAPTER – 2

CEMENT – PRODUCT HISTORY

INTRODUCTION [Origin of the word Cement]

The word “CEMENT” is from the Swan “to cut” and

originally had reference to store cuttings used in lime mortar.

Then it is logical that in to middle age of the substances

known as “MORTAR” which is now used to the word was

commonly called as “CEMENT”. In correct modern age,

cement generally mean the substances which binds the

stones or bricks with which are built and term may be used

with respect to any materials serving such a purpose.

PORTLAND CEMENT

Port land Cement is a finely ground powder, usually

grey which when mixed with water hardens and develops

strength primarily because of a large content of hydrous

calcium Silicates. There and other constitutes react

chemically with the water by hydration and hydrolysis. The

most common raw materials are lime stone and clay or shell.

It is produced by burning at high temperature materials

containing lime, alumina, iron and silica in predetermined

proportion to given the desired and properties.



Normally, Gypsum or its derivatives are added during

grinding stage for set control. Portland cements with special

properties are produced by varying the oxide composition

and also by adding small amounts of chemicals agents at the

clinker grinding stage or later. When mixed with water alone

to form hard mass. Early investigators advanced divergent

theories as to why Portland cement forms a rigid strong

coherent mass when it reacts with water. It has since been

established that a colloidal of high internal surface area is

formed. Whatever the extent of direct chemical continuity, it

is apparent that the large internal surface forces may also be

involved.

USE OF PORTLAND CEMENT

A mixture of cement and water is called neat cement

paste, whether fresh or hardens. In some grunting

operations, including oil well cementing, the paste is used as

such. Generally however, it constitute two hardening

ingredient in mortar or concrete. This use of sand and stone

filler called aggregate is an economy and also reduces

shrinkage. Another use Portland cement is in soil cement

mixtures used as pavement base. Portland cement is also

mixed with asbestos fiber and water and processed to make

special products. Like organize plastics it derives much of its

utility from the fact that it is readily cost or molded into

shape. Concrete is used, extensively for shielding against

nuclear radiation. It is used around reactor and partial

accelerators and for construction of radiation shelters.



Sometimes special, heavy aggregates are used to reduce

required thickness.

PRODUCT HISTORY

The origin of cement dates back to the earlier centuries.

The first people to use the materials for binding were the

Egyptians. The Egyptians used impure Gypsum plaster as

mortar in constructing the famous pyramids once of the

seven wonders of the world. Greeks used slacked lime for

the purposes of construction. The Roman learned the use or

the utility of the binding materials from Egyptians and

Greeks. The Romans and Greek made a pozzolanic mortar

by mixing finely ground volcanic material with lime. The

word “Pozzoland” is derived from the word “pozzuoli”, name

of a place in Italy.

The Romans used powdered pottery fragments as

possalana or binding materials. The pozzolanic cements as

they were called were made by mixing the volcanic stuff and

powdered pottery fragments with lime and water. This

mixture was found to have the resistance needed for

exposing to water and air for a long times. At that time therewere the only mixture or cement as thus are called were

suitable for any type of exposure. Such cements are used to

constructing the famous structures as the Roman Pantheon

and coliseum.



The middle ages the quality of mortar declined. It was

commonly a sand-mortar lime mixture. The decline in the

quality of the mortar was the insufficient burning of lime.

It was in the 17th century that the actual compositions

by cement began to get its shape. In 1756 when John

Smeaton was commissioned to rebuild the Eddy stone light

house off the Cornwall port, in England.

At that time lime pozzalana was the only recognized

material for under water construction. But he was not

satisfied with the mixture semitone. Experimented with lime

and he found that clay constituted a considerable part of

lime. He is thus credited as the first person to find the

constituents of the hydraulic lime.

In 1796 James parker of England, patented a hard

burned impure lime. He used it as the binding material. It

did not slake (absorb water and crumble) when it was

exposed to water or air. He called it as the “Roman

Cement”. But this type if cements required as they were in

the form of crystals. This cement was the basis on which the

“National Cement” as it was called was produced in the

1820’s. But the only difference was the Natural Cement was

the mixture of hard burned impure lime and cement rock. A

type of rock which was available in U.S.A. thus the foundation

for the cement Industry was laid.

In 1824, a process of making cement was patented by

Joseph Apsdin in England. He named the cement as Portland



cement. This was because the cement products had the

resemblance of the Portland in England Apsdin, so confirmed

the name to the cement. Modern cement in logical and

scientific development from natural cement.

PRODUCTION OF CEMENT

Methods of production of cement have changed greatly

over the years. It has changed so much that there old

process has no connection with the modern process. Earlier,

the fire which was used to burn the raw materials was done

in a fixed place i.e., it was stationer; it could not be moved or

rotated. After a few years intermittently operated kilns were

used. The production was done on a small scale. The kilns

which were used for burning underwent great changes. The

most notable was the introduction of the rotary kilns. In

1877 T.R. Crompton obtained a British patent as a rotary kiln

for the purpose was not a success. Fredrick Ransance

obtained British and U>S> patents in 1885 and 1886

respectively.

This was the process that achieved the 1st success in

the United States. Thi9s eventually led to complete adoptionof rotary kiln for production of cement. But in Europe the

continuously operating staff kiln is even used today.



MODERN PROCESS OF MANUFACTURING CEMENT

PREVIOUS PROCESS:

Cement is a finely ground powder, usually grey which

when mixed with water hardens and develop-s strength

primarily because of large content of a hydrous calcium

silicates. The most common raw material is lime stone and

clay or share. The raw mix in finely ground and heated to

about 1500 degree celcious to decompose the calcium oxide

poultry fused clinker of marble size is produce the clinker is

then ground with the small amount of calcium sulphate

(gypsum). Then the content was obtained.

This was the type of manufacturing process which was

in use in the earlier days.

THE MODERN PROCESS

The modern manufacturing process of cement is of two

type.

1. Dry process.

2. Wet process.



FLOW DIAGRAM SHOWING MIXING OF RAW

MATERIALS

DRY PROCESS

CALCAREOUS MATERIALS AGRELLACEOUS (LIME STONE ETC) MATERIALS (CLAY ETC)

CRUSHING CRUSHING

FUSE GRINDING IN BALL FUSE GRINDING IN VALLMILLS AND TUBE MILLS MILLS AND TUBE MILLS

STORAGE STORAGE

MIXING OF RAW MATERIALSIN CORRCT PROPORTION

STORAGE TANK





WET PROCESS

CALCAREOUS MATERIALS AGRILLACEOUS(LIME STONE ETC) MATERIALS (CLAY ETC)

CRUSHING WASHING

STORAGE IN SIDE SILOS STORAGE IN BASINS

CHANNELS

GRINDING MILL

FERMENTATION OF SLURRY

CORRCTING BASINS

STORAGE TANK



The mixing of raw materials involves four stages. They

are

a. Size reduction.

b. Blending.

c. Liberating Carbon-di-oxide.

d. Pulverizations.

The procedures are the phases are almost identical in both

the process.

The phases are step that are involved in the

manufacturing process is

a. Mixing of raw materials

b. Burning.

c. Grinding.

TYPES OF CEMENT AVAILABLE

Till a few years back in India only ordinary Portland

cement was produced. But they were not ideal for extreme

weather in certain part of the country. Also this cement did

give good outlook if not pointed therefore the manufacturers

come to know about these factors and have manufacture

different types.



The list of cement is given here.

1. White cement

2. Color cement.

3. Water proof.

4. Acid Proof

5. Blast furnace.

6. High Alumina Cement

7. Ordinary Portland Cement

8. Expanding Cement

9. Pozzolana Cement.

10. Quick Setting Cement

11. Rapid Hardening Cement.

CEMENT INDUSTRY

CEMENTING CONSTRUCTION SECTOR:

Cement is the basis material required for all

constructional works. It is vital ingredient to the countries

development.

India’s Cement Industry has experience steady

progress. Since its inception in 1914. The output of the

major and mini cement plants has increased from 57.6

million tons in 2001-02. The out put of cement may be high

at 68 million tons in 2002-03. India is the fifth largest

cement production after China, Russia, Japan and U.S.A.

With the turnover of Rupees 120 billion comprising 52

companies with 101 plants.



The cement industry in India is poised to scale new

heights thanks to the liberalization policies of the

Government adoption of state of the art Technology and the

massive investment of rupees 100 billion. By the year 2010

A.D. capacity of this Industry to reach the impressive level of

120 million tons.

India is presently producing several varieties of

cement. These includes to ordinary Portland Cement(OPC),

Portland Pozzalana cement (PPC), Portland Blast furnace slag

cement (PBFS), Rapid setting cement , oil well cement and

white cement. India is also producing high strength cement

like 43 grades and 53 grades. Low heat cement is produce

for the massive construction of Dames, Barrages, Deep

foundation for high rise building etc.

The domestic demand is assumed to grow at 8% per

annum. The cement capacity which was 62.05 million ton’s

in 1992-93 rise to 84.03 million ton in 2000-01. Around 7.85

million tons large cement capacity was proposed to add

during 2004-05 of which 5.50 million ton was to be

operational in 2005-06 and the remaining 2.35 million ton

would be operational; in 2006-07. Cement consumption may

reach a level of 92.65 million tons by 2010.

Mini cement plants were setup at the governments

insistence during the early 1980’s due to the storage of

cement. India has been one of the pioneering countries as

for as mini cement plant sprouted up around restricted and



scattered limestone deposit areas. Because of low

overheads and excise duty, the cement manufactured by

mini plant is much cheaper. Mini plant enjoy concession in

excise duty to the extent of rupees 7.50 per bag. However,

these plants depend upon traditional technology leading to

poor quality of cement.

Cement Machinery segment is witnessing a boom.

Segment is capable of manufacturing and supplying

complete cement plants based on the dry process and pre-

calcinations technology for capacities upto 5000 tons perday. There are 18 units in the organized sector for the

manufacture of complete cement plant with total installed

capacity worth rupees 2000 million per annum. The total

production rise from rupees 1900 million in 2000-01 to

rupees 2250 million in 2001-02.

Inspite of some problem, the cement industry is at

present well pleading. It looks 14 years to double the

capacity to 29 million tons in 1998. Since then upto the end

of March 2000, it had gone upto 96.5 million tons and

increase of 140 %. Like wise in 1999-2000 consumption has

gone up by 6% after 1% fall in previous year of course,

government consumption has down from 50% in the early

1980’s to about 20%.

The Cement has great future however certain measures

as needed to setup the space of growth of cement industry.

There is need for accelerating the building of concrete road

and multi purpose hydro project. The storage of dwelling



units is currently at 35 million. Construction of houses should

priority area.

Currently India exporting cement to Bangladesh,Srilanka, Nepal, U.A.E., Maldives, Philippines, Yemen, Dubai,

Qatar, and of few other countries.

The international cement rate is mostly in bulk for

which, India has virtually no facilities either in the cement or

in the transportation and handling.

The infrastructural facility in our ports are inadequate

for receipts, storage, handling, loading and unloading of

cements for instance Japan loads over 10,000 tons of cement

clinker a day as compared to India’s 3,000 ton a day.

TRANSPORTATION

The cost of transportation and distribution constitutes a

large chunk of the price the customer pays for cement - it

can be as much as 30% at many locations in the country. For

a low value basic product like cement, minimizing of

transportation and distribution is in national interest to make

the economy more cost competitive.

Today nearly 60% of cement of production units to

supply points is transported by road and rest by rail. For long

distance movement of cement, rail is still the preferred

option due to its lower cost. Nearly all the cement from

supply points to customer is transported by road. The cost



competitiveness of both rail and road transport has important

bearing on the price of cement. Railways have been steadily

losing cement traffic due to the inflexibility of freight and the

operational; restrictions imposed on the customer. The

recent improvements of operational efficiencies of railways is

indeed laudable but if this is achieved by passing on the

entire burden to its customers, We fear that the cost

competitiveness of railways will worsened in a long run - at

least for a large volume low price product like cement.

Railways must examine all secondary incurred by cement

producer in transportation of cement from rail heads if the

cost competitiveness of rail movement is to be improved.

Railway should also consider allowing cement producer to

operate point-to-point rakes, with multiple unloading points.

Road transportation during the last years was adversely

effected due to sharp and repeated increase in the price of

diesel. Taking advantages of the effective caring capacity of

trucks, road transporter were offering competitive freight

rate by carrying mare than stipulated loads. However the

enforcement of carrying load restriction in the recent past in

many states has seriously disrupted road transport system in

the country. Freight has shot up with the demand for a

higher number of vehicles for the same impact on the

cement industry will ever more severe. Also pollution and

traffic will increase if the same volume is transported by

large number of vehicle.

It is apparent that motor Vehicles produced in the

country have the capacity to carry large loans per axle than



is currently stipulated, with out compromising safety. It will

in the national interest to consider upward revision of the

present stipulated permissible loads per axle is that the

existing stock of vehicles is more productively used. This will

also meet the needs of the cement industry which one of the

largest used of road transport. Indian railway has revised

upward the effective capacity of their wagons; a similar move

is called for in respect of road transport to tie over the

looming crisis.

THE ASSOCIATED CEMENT COMPANIES LTD

INTRODUCTION

The associated cement companies ltd (ACC) is the

countries largest producer of cement it was established in

1936 with the philosophy of not to form a monopoly in

cement production but now, the situation of Indians cement

industry virtually becomes monopoly in favor of ACC. That

means ACC becomes such a giant in cement industry that

the other Indian industrial giant like birla, L&T, etc., who have

already entered into the cement industrial field are not able

to give a bit of competition to ACC. Despite a lot of ups and

downs faced by the several region. ACC becomes an

unbeaten sovereign of Indian cement industry. It is the

oldest cement companies among the private sector.



The ACC is the only cement company having the

research centre using. It has the central research at Thane

of Maharastra which was established in 1965.

Here various type cement and cement based products

are developed for the first time in India. Many of them are

substituted with some of the export from western countries.

It is the only company in India which products variety

and of cement and cement based product. Its products are

export from India. The company produces such a class of

goods which produced in the west. Only ACC produced such

variety of products in India with completely ingenious

technology. The company is known develops its own

technology called “ACC TECHNOLOGY”.

ACC’S FIRST BOARD MEETING IN 1936 AT THEESPLANADE

Sir Nowroji B Saklatvala was the first chairman of ACC.

The first Board included distinguished luminaries of the

Indian business world of the time – names like J R D Tata,

Ambalal Sarabhai, Walchand Hirachand, Dharamsey Khatau,



Sir Akbar Hydari, Nawab Salar Jung Bahadur and Sir Homy

Mody among others.

Barely three years later, the fledgling company wascatapulted into the fiery cauldron of World War II, and

resources were geared to meet that onslaught. Soon after,

India gained her independence. ACC was there - more than

an eyewitness to history. Helping to make history. Helping to

build the new India, waiting in the wings… changing the

landscape, the very face of the country.

Over the years, ACC realized that people are as different as

they are similar. Different needs, different lives, different

dreams. With its depth of knowledge and width of experience

ACC, today, is poised to fulfill the hopes and aspirations of

people across the length and breadth of the country.

For decades now, ACC has been forging a pioneering

path making cement. Along the way, it sharpened its

expertise on the cutting edge of the latest processes and

technologies: learning/adapting - not just transplanting - to

meet the specifics of local operating parameters. In the

process - setting standards, innovating, not just meeting

needs, but anticipating them.

ACC - Milestones

2000 Tata Group sells their remaining stake in ACC to

the GACL group, who with 14.45% now emerge



as the single largest shareholder of ACC.

2003 IDCOL Cement Ltd becomes a subsidiary of ACC

2004 IDCOL Cement Limited is renamed as Bargarh

Cement Limited (BCL).2004 ACC raises US $ 100 million abroad through

Foreign Currency Convertible Bonds (FCCB’s) for

US$ 60 million and Global Depository Shares

(GDS’s) for US $ 40 million. Both offerings are

listed on the London Stock Exchange.

2005 ACC receives the CFBP Jamnalal Bajaj Uchit

Vyavahar Puraskar Certificate of Merit – 2004

from Council For Fair Business Practices.

2006 Holcim group of Switzerland enters strategic

alliance with Ambuja Group by acquiring a

majority stake in Ambuja Cements India Ltd.

(ACIL) which at the time held 13.8 % of the total

equity shares in ACC. Holcim simultaneously

makes an open offer to ACC shareholders,

through Holdcem Cement Pvt. Limited and ACIL,

to acquire a majority shareholding in ACC.

Pursuant to the open offer, ACIL’s shareholding

in ACC increases to 34.69 % of the Equity share

capital of ACC.

2007 Commissioning of Modernization and Expansion

project at Chaibasa in Jharkhand, replacing old

wet process technology with a new 1.2 MTPA

clinkering unit, together with a captive power

plant of 15 MW.









SURVEY FINDINGS

INTRODUCTION:

Today the consumer is the king of the market.

Consumer is the only judge, the reputation or otherwise of a

product is entirely dependent upon his attitude towards the

product so his satisfaction should be ultimate motto of the

producer and the marketer. Consumer’s interest should be

taking into co-ordination while taking marketing decision. It is

through consumer satisfaction only the producers and

marketers can improve their sales profit.

Many opinion will come when survey is made for

preference, improvements etc., of the product, but the

opinion of the consumer is important.

This report gives an analysis of opinion collected from

the customer regarding marketing of cement especially ACC

cement as against other brand.

MEANING OF SURVEY

Survey means going into department of respondent and

collecting his inner expression for the purpose of knowing his

attitude about which the survey is conducted.

Customer faced problems while dealing with the ACC

cement. There fore to study to their problems, Questionnaire

was prepared and given to the selected customer. The



selecting of customer is made on the basis of sampling

method and to those4 selected customer are given the

format of questionnaire and are requested to fill it on return

to us.

I have conducted a survey about 100 customers. Who

have their dealing with ACC cements in Shabareesh

agencies?

OBJECTIVES OF THE SURVEY

1. To know the general opinion of the customers about the

ACC cements.

2. To know the opinion of the customers about the

customer service rendered by agencies.

3. To know the effectiveness of the service provided by

the Shabareesh agencies in comparison with other

dealers.

4. To know whether the service provided by the agency is

satisfactory or not.

5. To know whether the service provided by the ACC is

improving in the recent years.

LIMITATIONS OF THE SURVEY

1. 100 number of respondents contacted.

2. Lack of prompt reply given by the customer or more

precisely biased reply given by the customer.

3. Hesitation among the customer to freely express their

views.



4. Lack of awareness among the customer about the

procedure carried out by the bank.

5. Indefinite and vague problems and suggestion provide

by the customer etc.,

ANALYSIS OF THE SURVEY

The analysis of the survey was done by dividing the

total respondents into different categories are on the basis of

income and occupation.

During the time of surveying the customer was not

clear about their demand nor they had clear comprehension

of their problems and definite in their suggestion for the

solving the problem. However the following problems were

found out at the time of the survey, and the same was to Acc

authorities. The ACC authorities were enough to give answer

to those problems faced by the customers.

CONSUMER SURVEY FINDINGS:

The total number of respondents interviewed had used

cement fully and it was observed that the ACC cement was

quite well known in the city.



DATA ANALYSIS AND INTERPETATION

Table No-1

Table showing the Distribution of cement consumerinterviewed in different areas in Shimoga district.

Regions No. Of respondents

Percentage

Shimoga ThirtahalliBhadravathiSoraba

SagarHosanagara

25302014

105

25%30%20%14%

10%5%

Total 100 100%From the above table it is clear that major number if

respondents contacted from Thirtahalli and minimum from

Hosanagara.

Graph showing the Distribution of cement consumer

interviewed in different areas in Shimoga district



Table No-2

Table showing the distribution of cement consumer according

to brand and area interviewed.

REGION NUMBER OFCONSUMERS

A.C.C INDIANCEMENTS

Grashim OTHERS

ShimogaBhadravathiSagaraHosanagara

38252017

10563

3122

8722

21--

The table gives maximum details regarding therespondents interviewed, i.e, and brand wise in different

parts in shimoga. In this table out of 100 respondents 38 inShimoga, 25 in Bhadravathi, 20 in Sagar, and 17 inHosanagar Respectively.

Graph showing the distribution of cement consumer

according to brand and area interviewed



Table No-3

Table showing the distribution of respondents under Income

groups.

INCOME GROUPP/M

NUMBER OFRESPONDENTS

PERCENTAGE

Below 10,00010,000-15,00015,000-25,000Above 25,000

26322418

26%32%24%18%

Total 100 100% Out of the 100 respondents contacted 32% of them

from 10,000-15,000 which constitute the largest portion of the respondents and the lowest group is of the income groupabove 25,000 which is of 18% only.Graph showing the distribution of respondents under

Income groups.

Table No-4



Table showing consumTABLE NO-5

Table showing the respondents using ACC cements as per

their occupations.Uses BusinessMan

Salariedemployees

Profession

Others Total

UsedNot used

11

21

13

12

8

10

10

15

42

58 Total 32 25 18 25 100

Above table show that out of 100 respondents 42respondents were used ACC cements and 58 have not used

it. Out of 42 respondents 11 were from Business man, 13from salaried employees, 8 from Profession and 10 fromother Occupations.

Among 58 Respondents who were not used ACCcements, among them 21 from Business mans, 12 from otheroccupations.

Graph showing the respondents using ACC cements as

per their occupations



Table No 7

Table showing the opinion of the consumers about ACC

cements from the following aspects.

Aspects Better Good Satisfactory

Notbad

Total

QualityPriceDemand

1488

8610

16811

574

432935

Total 28 22 35 15 100

According to the above table the consumer’s opinions

about ACC is very good. In the first aspect Quality 43respondents were responds very well. 14 responds better, 8responds good, 16 responds satisfactory and 5 responds Notbad respectively.

In the second aspects Price is also in very goodcondition. Among 29 respondents 8 responds better, 6responds good, 8 responds satisfactory and 7 respondentsrespond not bad.

In the third aspect demand is also in very goodcondition. Among 35 respondents 8 responds Better, 10responds Good and 11 responds satisfaction and 4 membersresponds not bad.

Graph showing the opinion of the consumers about ACC cements from

the following aspects



SUMMARY OF OBSERVATION

In the present world the human being as a consumer

should have the knowledge of every product he uses. This isbecause he should not become an easy pray for the seller

trap.

From this sample it was found that few respondents do

not know much about cement. They said that they do as

their contractor or Engineers say. But majority of them said

they purchased on their own.

According to the dealer, they said that it is its first or

craze that was driving people to buy popular brand cement.

It is said that previously people use to OK just for the cement

they were not bothered about the brand. But in the present

market the consumer consider the price preference.

It was also found that a few respondent of poor families

said that they wanted to build their houses with cement, but

due to high pricing of cement and which is going on

increasing they had to give up. We can also infer that ACC

cement has got a good scope for marketing in shimoga.



In shimoga, there are many cement dealers of almost

all the brands in the market. But the major brands of cement

according to the consumer are,

1. ACC

2. RAASHI

3. DIOMAND

4. BAGALKOT.

In Shimoga ACC is the first Cement sold in terms of

quality.

Thus ACC cement has got a good reputation and a good

place in the shimoga market. The number of dealers for ACC

cement is more than dealers for any other cement in

Shimoga.

This shows that ACC cement has got a great demand in

the Shimoga’s market.



SUGGESTIONS AND CONCLUSION

SUGGESTIONS

ACC Ltd., are one of the oldest manufacturers of cement in

India. It has earned a good name in short period. It

should maintain and improve the same.

ACC Ltd, sales officer visit the dealer regularly that is once

in every month.

ACC Ltd should give credit facility to its dealers.

ACC Ltd should pay much attention towards warehousing

and transportation facilities.

ACC cement has earned a good name in the market. It

should maintain and improve the same its price is high than

the other cements. Some types consumers observe only

price of the product in this regard ACC fails to participate inthe cement market so product price will be maintain and

economic level.

A Sri Shabareesh agency has appointed As C & F agents

for their good selling performance. So these agencies

should maintain their good performance in selling of ACC

cements.

Sri Shabareesh should provide conveying service activities

to dealers.

Sri shabareesh agencies should adopted different media of

advertising in shimoga city in addition to the effort of the

manufacturer.



The prospective customer should be given promotional

benefit. There fore promotional efforts are to be taken in

effect continuously so that as prospective customer will

develop a linking towards the product.

Sri Shabareesh agencies should have sufficient vehicle to

deliver the cement bag to the dealers who comes from

outside villages.

Sri Shabareesh Agencies should give regular Service.



CONCLUSION

The finding of the survey is enough proof to show that

ACC cements ranks high in quality, composition etc., It isobserved that ACC cement has a maintained better product

image among the person who have used it and are using it.

The company has also vast network of salesmanship no

doubt these things will have a long way in improving not only

product image but also the corporate image. But in

competitive field one should not satisfy himself with present

performance. In order to maintain higher competitive

efficiency there should be continuous product planning and

market improvement.

ACC cement producer and their dealers in shimoga city

may consider the preference analysis in the report and

suggestions given in the report for achieving higher

standards of marketing performance in the future.



FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIREResearcher's Name : Name of Person : ________________

Class : B.B.A. II Sem Age : __________________________

Gender : Occupation : ___________________

1. Have you ever purchase cement?

a) Yes [ ] b) No [ ]

2. Which brand of cement do you purchase?

a) A.C.C. [ ] b) Indian Cement [ ]

c) Raashi [ ] d) Others [ ]

3. If you purchase A.C.C. what is your opinion?

1. Quality

a) Better [ ] c) Satisfactory [ ]

b) Good [ ] d) Not bad [ ]

2. Price

a) High [ ] c) Satisfactory [ ]

b) Low [ ] d) Not bad [ ]

3. Demand

a) Better [ ] c) Satisfactory [ ]

b) Good [ ] d) Not bad

[ ]

4. Where do you purchase cement?



a) Shabareesh agencies [ ]

b) K.S.Narayana settee & sons [ ]

c) Salamath Enterprises [ ]

d) Sagar Traders [ ]

5. If you purchase in Shabareesh agencies, how do you come

to know about the Shabareesh agencies?

a) Friends [ ] c) Advertisement [ ]

b) Dealers [ ] d) Contractors [ ]

6. What are the factors which have influenced to buy ACC

cement?

a) Price [ ] c) Brand Image [ ]

b) Quality [ ] d) Door Delivery [ ]

7. Do you get any facilities?

a) Yes [ ] b) No [ ]

8. What is your opinion about regarding the regularity supply

from Sri Shabareesh agenciesa) Regular [ ] b) Irregular [ ]c) Not bad [ ]

9. Will you recommend ACC cements to others?a) Yes [ ] b) No [ ]

10. Are you satisfied with the service offered by the dealers?a) Yes [ ] b) No [ ]

11. Any suggestions:

- - - - - - - - - - - - - - - - - - - -

Date:

Place: Signature



BIBLIOGRAPHY

Marketing Management By: Sherleker

Marketing Management By: Philep Kottler

Marketing and Salesmanship By: B.S Raman

News papers Business Line

Times of India

www.google.com

www.accindia.com

http://www.google.com/

http://www.accindia.com/

http://www.google.com/

http://www.accindia.com/

Documents

3. Acc Cement Org