RESEARCH METHODOLOGY PROJECT

ATTITUDE OF CONSUMERS TOWARDS CEMENT INDUSTRY

Navneet kaurSumandeep kaur

Tarandeep kaurVivek kumar.

INTRODUCTION TO THE PROJECT

• The research has been conducted to find out consumer involvement in cement industry.

• Project highlights the;1. Objectives.2. Methodology used for research i.e. Descriptive research.3. Description of data using pie chats and graph.4. Analysis of research using; Descriptive statistics. Inferential statistics.5. Conclusion of research.6. Limitations of research.

OBJECTIVES OF PROJECT

• The research will deal with consumer involvement and preference of cement.• To study whether advertisement has a impact on buying decision on

consumers.• To study which factor (price, strength, quantity, past experience, brand

name) influence buying decision.• To study the level of awareness of consumers in term of the grades available

in the market.• To study what factors concerns a buyer before buying the cement.• The research also makes a effort to study the level of satisfaction of

respondents with the cement used in their home or office.

METHODOLOGY• RESEARCH DESIGN:

• Descriptive research also known as ex-post facto research.• INSTRUMENTS USED:

• Questionnaire.• SPSS and Microsoft excel

• DATA ANALYSIS TECHNIQUE:• Descriptive Statistics: Mean , pie chart , bar diagram.• Inferential Statistics: chi-square.

• DATA COLLECTION: Primary data

Field method (personal contact with respondents and telephonic interviews).

METHODOLOGYSAMPLE SIZE: 100 respondents.GENDER: Male , Female.

AGE GROUP: • below 18• 18-29• 30-39• 40 & aboveOCCUPATION:•Student Service Business Professional Retired Home Maker QUALIFICATION:•Undergraduate Graduate Post graduate ANNUAL HOUSEHOLD INCOME•Less than 1 lac 1-2 lac 2-3 lac 3-5 lac more than 5 lac

METHODOLOGY• AREA COVERED UNDER THE RESEARCH: Sector-26, 7, 44 Chandigarh Phase11 Mohali Kharar.

• SAMPLING TECHNIQUES Convenience sampling technique:

DATA DESCRIPTION of SAMPLE POPULATION

Pie Chart Showing Gender In Percentage:

75, 75%

25, 25%

Males Females

Pie Chart Showing Age of Respondents :

2

51

24

23

<18 18-29 30-39 40& Above

Pie Chart Showing Occupation of Respondents:

27%

40%

18%

5%6% 4%

Student Service Business Professional Retired Home Maker

Pie Chart Showing Qualification of Respondents:

9%

63%

27%

1%

Under Graduate Graduate Post Graduate Others

Pie Chart Showing Annual Income:

3% 8%

24%

43%

22%

<1 Lac 1-2 Lac 2-3 Lacs 3-5 Lac >5 Lacs

Bar Graph Showing Most Used Brand of Cement:

0

10

20

30

40

50

60

No Of Respondents

ACC Ambuja Ultratech J.K. Jaypee Binani

Brand Name

ANALYSISDESCRIPTIVE STATISTICS

OBJECTIVE 1: To find out, cement of which brand has mostly been used by the respondents.

• METHOD USED: Mean

• INTERPRETATION:• Ambuja Cement has mostly been used by the respondents, because the mean

value of Ambuja cement is the highest, which is .56.• The second most used brand of cement is ACC with the mean value of .49.

Descriptive Statistics

Brand N MeanBinani 100 .12Jaypee 100 .13J.K.Cement 100 .17Ultratech 100 .19ACC 100 .49Ambuja 100 .56Valid N 100

OBJECTIVE 2: To find out, cement of which brand is mostly preferred by the respondents.

• METHOD USED: Mean

• INTERPRETATION:• In case of finding the preference of the respondents, lower the mean better it is because,

the most preferred brand has been given the rank of 1, 2 to the second preferred brand and so on.

• Ambuja cement is the most preferred brand with the mean value of 1.77.• The next most preferred brand is ACC, having mean value of 1.99

Descriptive StatisticsBrand N Sum Mean

Ambuja 100 177 1.77Acc 100 199 1.99Ultratech 100 302 3.02J.k 100 329 3.29Jaypee 100 338 3.38Binani 100 403 4.03Valid N 100

OBJECTIVE 3: To find out, which factor greatly influence the buying decision of the respondents regarding purchase of cement.

• METHOD USED: Mean

• INTERPRETATION:• In this case, lower the mean, better it is. Because the most affective factor has

been given the rank of 1, 2 to the second most affective factor and so on.• Strength of the cement is the most influencing factor which affects the buying

decision of the respondents, having 1.80 as its mean value.• Least affective factor is additives like iron oxide with the mean value of 3.61.

Price Strength Brand Name Past Exp Iron oxideN 100 100 100 100 100

Mean 2.69 1.80 2.34 2.72 3.61

Sum 269 180 234 272 361

INFERENTIAL STATISTICS

Objective 1: To find out if there is any association between the occupation of respondents and their attitude towards consulting architects before buying cement.

• Tool used: CHI-Square.

• Solution:

Ho: There is no association between occupation of respondents and their attitude of consultation with architects before buying cement.

FORMULA: X² = ∑ (O-E)² E

RESULT• Calculated value of X² = 5.172

• Tabulated value of Chi-Square at v = 10, & 5% level of significance = 25.2

DECISION: We will accept the null hypothesis, which states that there is no association between occupation of respondents and their attitude of consultation with

architects before buying cement because the tabulated value of X²,25.2 which is greater than the calculated value i.e. 5.17

Objective 2: To find out if there is any relationship between the qualification of the respondents and their interest in news related to cement industry

• Tool used: CHI-Square.

• Solution:

Ho: There is no relationship between qualification of respondents and their interest in news related to cement industry

FORMULA: X² = ∑ (O-E)² E

RESULT• Calculated value of X² = 15.307 • Tabulated value of Chi-Square at v = 6 & at 5% level of

significance = 18.5

DECISION: We will accept the null hypothesis, which states that there is no relationship

between qualification of respondents and their interest in news related to cement industry as, the calculated value of X² is less than the table value at 5% level of significance. i.e.

15.307< 18.5

INTERPRETATION OF INFERENTIAL STATISTICS

1) The two variables, i.e. occupation of respondents and the attitude of respondents for consultation with architects before buying cement are independent of each other. There is no association between the two variables.

2) There is no relationship between the qualification of the respondents and their interest in news related to cement industry. It means the two variables, qualification of respondents and their interest in news of cement industry are independent of each other.

CONCLUSION OF RESEARCH

• Ambuja Cement has mostly been used by the respondents.

• Ambuja Cement has been mostly preferred by the sample population.

• Strength of the cement is the most influencing factor which affects the buying decision of the respondents.

• No relationship has been found between occupation of respondents and their attitude of consulting architects before purchasing cement.

• No association has been found between qualification of respondents and their interest in news related to cement industry.

LIMITATIONS OF RESEARCH

• Questionnaire used for data collection has not provided detailed information about consumer involvement.

• All the brands of cement have not been included for research purpose.

• Area covered for research was narrow.

THANK YOU.