Shashi Jeet Verma Final Report (2)

8/2/2019 Shashi Jeet Verma Final Report (2)

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SUMMER TRAINING REPORT

ON

“CONSUMER BUYINGBEHAVIOUR”

Submitted in partial fulfillment of

MASTERS OF BUSINESS ADMINISTRATION

PROGRAME

Conducted by

G B TECHNICAL UNIVERSITY, LUCKNOW

Under the guidance of Under the guidance of Mr. Vivek Singh Mr. Vishvesh Trivedi

Assistance prof. Area Sales Manager

Submitted By

Shashi Jeet Verma

MBA III Semester

Roll No. 1005970101

LAL BAHADUR SHASTRI INSTITUTE OF

MANAGEMENT & DEVELOPMENT STUDIES,

LUCKNOW



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2

Declaration

I here by declare that the project report entitled “COSUMER BUYING BEHAVIOUR” IN

“ACC LIMITED” submitted in fulfillment of the requirements for the degree of “Master of

Business Administration” at LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT &

DEVELOPMENT STUDIES,LUCKNOW is my original work and not submitted for the award of

any other degree, diploma, fellowship or any other similar title or prizes.

Place : LUCKNOW SHASHI JEET VERMA

Date :



3

PREFACE

“Practical Experience has no substitute”

The training has compared to a window through which the trainee can into experience and

observe the Activities of the real business world and helps to become crossing the door that

leads the trainee to become successful in the world of business. These days institute have

started giving more and more stress on the management training , as it is the first interface of

a management student with the culture of the corporate world and it also gives the first hand

experience to use the knowledge acquired by them through there faculty in the class in

corporate world . Our institute has also been looking in the same direction and is determined

to produce quality students who have a balanced knowledge of both theoretical aspects and

the practical knowledge as well. In the same context I had to undergo a summer training 6

weeks in company.



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AACCKKNNOOWWLLEEDDGGEEMMEENNTT

It is my research study that gave me the opportunity to learn something that would help me at

present as well as in future. This report which I am presenting to you is a contributed effort

of all those who have helped me during the research study programme.

Last but not the least I would like to mention the name of my parents who encouraged me

and motivated me at every point of time.

I would like to thank all of them and to God as well for giving me the energy and spirit to

carry out the research successfully.

My research guide Mr. Vivek Singh Sir provided me with necessary guidance and support in

preparing this report.

Shashi Jeet Verma



5

INDEX

S.NO CONTENT PAGE NOPREFACE

AACCKKNNOOWWLLEEDDGGEEMMEENNTTCOMPANY PROFILE

BOARD OF DIRECTORS

HUMAN RESOURCES

CEMENT PLANTS

MILESTONES

AWARDS & ACCOLADES

ENQUIRIES OF ACC LIMITED

SALES OFFICES

CEMENTPRODUCTS : : CUSTOMER SERVICES

TO STOCK EXCHANGES

CORPORATE SOCIAL RESPONSIBILLITY

Development of ACC LIMITED

INTRODUCTION TO THE TOPIC

OBJECTIVES OF THE STUDY

SSCCOOPPEE OOFF SSTTUUDDYY

OORRGGAANNIIZZAATTIIOONN SSTTRRUUCCTTUURREE

CCOONNSSUUMMEERR BBEEHHAAVVIIOOUURR RREESSEEAARRCCHH MMEETTHHDDOOLLOOGGYY

QQUUEESSTTIIOONNNNAAIIRREE AANNAALLIISSIISS

FFIINNDDIINNGG

LLIIMMIITTAATTIIOONNSS

SSUUGGGGEESSTTIIOONNSS AANNDD RREECCOOMMMMEENNDDAATTIIOONNSS

CCOONNCCLLUUSSIIOONNSS

BBIIBBIIOOGGRRAAPPHHYY

QQUUEESSTTIIOONNNNAAIIRREE



6

COMPANY PROFILE

ABOUT US

CORPORATE PROFILE

ACC (ACC Limited) is India's foremost manufacturer of cement and concrete. ACC's

operations are spread throughout the country with 16 modern cement factories, more than 40

Ready mix concrete plants, 21 sales offices, and several zonal offices. It has a workforce of

about 10,000 persons and a countrywide distribution network of over 9,000 dealers.



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Since inception in 1936, the company has been a trendsetter and important benchmark for the

cement industry in many areas of cement and concrete technology. ACC has a unique track

record of innovative research, product development and specialized consultancy services.

The company's various manufacturing units are backed by a central technology support

services centre - the only one of its kind in the Indian cement industry.

ACC has rich experience in mining, being the largest user of limestone. As the largest

cement producer in India, it is one of the biggest customers of the domestic coal industry, of

Indian Railways, and a considerable user of the country’s road transport network services for

inward and outward movement of materials and products.

Among the first companies in India to include commitment to environmental protection as

one of its corporate objectives, the company installed sophisticated pollution control

equipment as far back as 1966, long before pollution control laws came into existence. Today

each of its cement plants has state-of-the art pollution control equipment and devices.

ACC plants, mines and townships visibly demonstrate successful endeavors in quarry

rehabilitation, water management techniques and ‘greening’ activities. The company actively

promotes the use of alternative fuels and raw materials and offers total solutions for waste

management including testing, suggestions for reuse, recycling and co-processing.

ACC has taken purposeful steps in knowledge building. We run two institutes that offer

professional technical courses for engineering graduates and diploma holders which are



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relevant to manufacturing sectors such as cement. The main beneficiaries are youth from

remote and backward areas of the country.

ACC has made significant contributions to the nation building process by way of quality

products, services and sharing expertise. Its commitment to sustainable development, its high

ethical standards in business dealings and its on-going efforts in community welfare

programmers have won it acclaim as a responsible corporate citizen. ACC’s brand name is

synonymous with cement and enjoys a high level of equity in the Indian market. It is the only

cement company that figures in the list of Consumer Super Brands of India



9

BOARD OF DIRECTORS



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Mr N. S. Sekhsaria

Chairman

Mr Paul Hugentobler

Deputy Chairman

Mr Kuldip K Kaura

Chief Executive Officer & Managing Director

Mr S M Palia

Mr Naresh Chandra

Mr Markus Akermann

Mr M L Narula

Mr R A Shah

Mr Shailesh Haribhakti

Mr Aidan Lynam

Mr Sushil Kumar Roongta



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HUMAN RESOURCES

ACC has a large workforce of about 10,000 people, comprising experts in various disciplines

assisted by a dedicated workforce of skilled persons. ACC employees, referred to as the ACC

Parivar, come from all parts of the country and belonging to a variety of ethnic, cultural and

religious backgrounds. ACC employees display a strong sense of loyalty to the Company and

their special stellar qualities as ‘value-adding’ human capital are well known in the industry.

ACC has clearly stated guidelines concerning recruitment, termination, career advancement,

performance appraisal, professional and employee ethics and code of conduct. The

Company’s personnel policies and processes enshrine equal opportunities to all and non-

discrimination with regard to gender, caste, creed, ideology or other opinion, whether social,

political or religious. Also ensured is a due process for employee consultation and

participation in organizational development and policy formulation.

The importance of Corporate Governance has always been recognized in ACC. Much before

Corporate Governance guidelines became applicable and mandatory for listed companies,

ACC had systems in place for effective strategic planning and processes, risk management,

human resources development and succession planning. The Audit Committee in ACC was

constituted as far back as in 1986. The Shareholders-Investors Grievance Committee was

formed way back in 1962 and the Compensation Committee was convened since 1993. The

Company’s core values are based on integrity, respect for the law and strict compliance



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thereof, emphasis on product quality and a caring spirit. Corporate Governance therefore in

ACC is a way of life.

ACC is a professionally managed Company with a majority of its Directors being

Independent Directors. The Board of Directors has always consisted of persons who are

professionals in their respective fields and with unquestionable integrity and reputation. The

role, responsibility and accountability of the Board of Directors is clearly defined. Members

of the Board have full freedom to express their views on matters placed before them for

deliberation and consideration.

It is the continuous Endeavour of the Board of Directors to achieve the highest standards of

Corporate Governance through the adoption of a strategic planning process, succession

planning for attracting, motivating and energizing human resources, identification of major

risks and the way and means to manage such risks, an effective communication policy and

integrity of Company’s internal control systems. The Board of Directors are also constantly

looking at ways and means to ensure that the most effective use is made of the scarce

resources at its disposal and that the management and employees have the freedom to take

the Company forward within the framework of effective accountability.

The Annual Reports, press releases and other communication have always made full

disclosures on various facets of importance to the stakeholders, particularly with regard to

information relating to financial matters, company’s operations/performance, stock

movements etc.



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OUR CEMENT PLANTS

a. Bargarh

b. Chaibasa

c. Chanda

d. Damodhar

e. Gagal

f. Jamul

g. Kymore

h. Kudithini

i. Lakheri

j. Madukkarai

k. Sindri

l. Wadi

m. New Wadi Plant

n. Thondebhavi

o. Tikaria



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SUBSIDIARIES AND ASSOCIATES

ACC Concrete Limited

ACC Mineral Resources Limited

Bulk Cement Corporation (India) Limited

Lucky Minmat

National Limestone Company Private Limited

Encore Cement & Additives Private Limited



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MILESTONES

1936

Incorporation of The Associated Cement Companies Limited on August 1, 1936.

1936

First Board Meeting of The Associated Cement Companies Limited held at Esplanade

House, Mumbai on November 10, 1936.

1937

With the transfer of the 10th company to ACC, viz. Dewarkhand Cement Company, the

formation of ACC is complete on October 23, 1937.

1944

ACC’s first community development venture near Bombay

1947



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India’s first entirely indigenous cement plant established at Chaibasa in Bihar

1952

Village Welfare Scheme launched

1955

Sindri cement works used the waste product calcium carbonate sludge from fertilizer factory

at Sindri.

1956

Bulk Cement Depot established at Okhla, Delhi

1957

Technical training institute established at Kymore, Madhya Pradesh.

1957

Katni Refractories

1961



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Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture Portland Slag

Cement for the first time in India.

1961

Manufacture of Accocid Cement, which resists the corrosive action of acids and chemicals.

1961

Oilwell Cement manufactured at ACC Shahabad Cement Works in Karnataka for

cementation of oilwells upto a depth of 6,000 feet.

1961

Manufacture of Hydrophobic (waterproof) cement at ACC Khalari Cement Works in Bihar.

1962

Manufacture of Accoproof, a waterproofing additive.

1965



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ACC’s Central Research Station (CRS) established at Thane

1965

Manufacture of Portland Pozzolana Cement.

1965

Manufacture of Calundum, a High Alumina Binder; Firecrete, Low Density Alumina

Castables and High Alumina Refractory Cement.

1968

Advent of computers in ACC for data processing and designing management information and

control systems.

1968

ACC supplied and commissioned one-million-tonne iron ore pelletising plant ordered by

TISCO

1971

Manufacture of Whytheat Castables A, K, C and Cal-Al-75



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1973

Take-over of The Cement Marketing Company of India (CMI)

1977

ACC receives ASSOCHAM first national award for the year 1976 instituted for outstanding

performance in promoting rural and agricultural development activities.

1978

Introduction of the energy efficient precalcinator technology for the first time in India. Full

scale commercial production based on MFC technology at Wadi in 1979.

1979

ACC wins international contract for operation and management of a new one million tonne

cement plant at Yanbu-Ras Biridi in Saudi Arabia.

1982

Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka.



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1984

ACC achieves a breakthrough in import substitution by developing and supplying a special G

type of oil well cement to ONGC.

1987

ACC develops a new binder for use at sub-zero temperatures, which is successfully used in

the Indian expedition to Antarctica.

1992

Incorporation of Bulk Cement Corporation of India, a joint venture with the Government of

India.

1993

ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.

1995

ACC selected as Most Respected Company in India by Business India.



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1998

Commissioning of the 0.6 MTPA cement grinding unit at Tikaria, Uttar Pradesh.

1999

Commissioning of captive power plants at the Jamul and Kymore plants in Madhya Pradesh.

1999

Tata group sells 7.2% of its stake in ACC to Ambuja Cement Holdings Ltd, a subsidiary of

Gujarat Ambuja Cements Ltd. (GACL)

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.

2001

Commissioning of the new plant of 2.6 MTPA capacity at Wadi, Karnataka plant, the largest

in the country, and among the largest sized kilns in the world.



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2002

ACC wins PHDCCI Good Corporate Citizen Award

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.

2004

ACC named as a Consumer Superbrand by the Superbrands Council of India, becoming the

only cement company to get this status.



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2004

GreenTech Safety Gold and Silver Awards awarded to Madukkarai Cement Works and Katni

Refractory Works by Greentech Foundation for outstanding performance in Safety

Management System.

2005

ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit – 2004

from Council For Fair Business Practices.

2005

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.



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2005

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.

2005

Financial accounting year of the company changed to calendar year January-December

2006

Subsidiary companies Damodhar Cement & Slag Limited, Bargarh Cement Limited and

Tarmac (India) Limited merged with ACC

2006

ACC announces new Workplace policy for HIV/AIDS

2006

Change of name to ACC Limited with effect from September 1, 2006 from The Associated

Cement Companies Limited.



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2006

ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber of Commerce

and Industry

2006

New corporate brand identity and logo adopted from October 15, 2006

2006

ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at Wadi in

Karnataka – the first ever such project by a private sector company in India.

2007

ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil Nadu

2007

Sumant Moolgaokar Technical Institute completes 50 years and reopens with new curriculum

2008

Ready mixed concrete business hived off to a new subsidiary called ACC Concrete Limited.



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2008

ACC Cement Technology Institute formally inaugurated at Jamul on July 7.

2008

First Sustainable Development Report released on June 5.

2008

ACC wins CNBC-TV18 India Business Leader Award in the category India Corporate

Citizen of the year 2008

2008

Project Orchid launched to transform our Corporate Office, Cement House into a green

building.

2009

ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair Business

Practices



27

2009

ACC is allotted coal blocks in Madhya Pradesh and West Bengal.

2009

ACC's new Grinding plant of capacity 1.60 million tonnes inaugurated at Thondebhavi in

Karnataka.

2010

Kudithini Cement Grinding Plant inaugurated in Karnataka on January 4, 2010 with a

capacity of 1.1 MTPA of Portland Slag Cement.

2010

ACC acquires 100 percent of the financial equity of Encore Cements & Additives Private

Limited which is a slag grinding plant in Vishakhapatnam in coastal Andhra Pradesh. This

company became a wholly-owned subsidiary of ACC in January 2010.

2010

ACC enters its platinum jubilee year - the first company in the cement industry to achieve

this status



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2010

ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact Business

Performance Social & Environmental Action & Globalisation for 2009-10 - a unique award

received for the first time

2011

World's largest kiln installed at ACC Cement Plant, Wadi, Karnataka with a capacity of

12,500 tones per day creating new landmarks for cement industry

2011

Central Control Room Building at ACC Chanda Plant, Maharashtra set up as a Green

building, the first of its kind in an industrial environment



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AWARDS & ACCOLADES



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National Award for Excellence in Water Management by Confederation of Indian

Industry (CII)

Outstanding Corporate Vision, Triple Impact - Business Performance Social &

Environmental Action and Globalisation for 2009-10 from Federation of Indian

Chambers of Commerce and Industry

Asia Pacific Entrepreneurship Award in two categories, Green Leadership and

Community Engagement by Enterprise Asia.

Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment and

Forests for "extraordinary work" carried out in the area of afforestation.

Subh Karan Sarawagi Environment Award - by The Federation of Indian Mineral

Industries for environment protection measures.

Drona Trophy - By Indian Bureau Of Mines for extra ordinary efforts in protection of

Environment and mineral conservation in the large mechanized mines sector.

Indira Gandhi Memorial National Award - for excellent performance in prevention of

pollution and ecological development

Excellence in Management of Health, Safety and Environment : Certificate of Merit

by Indian Chemical Manufacturers Association

Good Corporate Citizen Award - by PHD Chamber of Commerce and Industry

FIMI National Award - for valuable contribution in Mining activities from the

Federation of Indian Mineral Industry under the Ministry of Coal.

Rajya Sthariya Paryavaran Puraskar - for outstanding work in Environmental

Protection and Environment Performance by the Madhya Pradesh Pollution. Control

Board.



31

National Award for Fly Ash Utilisation - by Ministry of Power, Ministry of

Environment & Forests and Dept of Science & Technology, Govt of India - for

manufacture of Portland Pozzolana Cement.



32

Enquiries Of ACC LIMITED

Send a query :

A. Feedback &

Assistance

[email protected]

B. Enquiries

o Cement

For requirements in

Eastern India :[email protected]

Northern India:

[email protected]

Western

India:[email protected]

Southern India:[email protected]

o Ready Mixed Concrete For requirements in

Delhi: [email protected]

mailto:[email protected]

http://www.acclimited.com/newsite/cement.asp







http://www.acclimited.com/newsite/cement_services_rmc_en.asp














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Kolkata : [email protected]

Bangalore:[email protected]

Hyderabad: [email protected]

Mumbai: [email protected]

Chennai:[email protected]

C. Vendor Queries [email protected]

D. Shareholder queries

[email protected]

[email protected]

E. Investor Grievances [email protected]

F. Waste Management [email protected]

G. Media Queries [email protected]




























34

Sales Offices

Asansol

Bangalore

Chennai

Bhopal

Bhubaneswar

Chandigarh - P

Chandigarh -JH

Coimbatore

Dehradun

Hubli

Mumbai

Nagpur

Pune

Kanpur

http://www.acclimited.com/newsite/reach_acc.asp#asansol


http://www.acclimited.com/newsite/reach_acc.asp#ba

http://www.acclimited.com/newsite/reach_acc.asp#chennai

http://www.acclimited.com/newsite/reach_acc.asp#bh

http://www.acclimited.com/newsite/reach_acc.asp#bbsr

http://www.acclimited.com/newsite/reach_acc.asp#ch

http://void%280%29/

http://www.acclimited.com/newsite/reach_acc.asp#cbe

http://www.acclimited.com/newsite/reach_acc.asp#deh

http://www.acclimited.com/newsite/reach_acc.asp#hubli

http://www.acclimited.com/newsite/reach_acc.asp#m

http://www.acclimited.com/newsite/reach_acc.asp#nagpur

http://www.acclimited.com/newsite/reach_acc.asp#pu

http://www.acclimited.com/newsite/reach_acc.asp#k


http://www.acclimited.com/newsite/reach_acc.asp#pu

http://www.acclimited.com/newsite/reach_acc.asp#nagpur

http://www.acclimited.com/newsite/reach_acc.asp#m

http://www.acclimited.com/newsite/reach_acc.asp#hubli

http://www.acclimited.com/newsite/reach_acc.asp#deh

http://www.acclimited.com/newsite/reach_acc.asp#cbe

http://void%280%29/

http://www.acclimited.com/newsite/reach_acc.asp#ch

http://www.acclimited.com/newsite/reach_acc.asp#bbsr

http://www.acclimited.com/newsite/reach_acc.asp#bh

http://www.acclimited.com/newsite/reach_acc.asp#chennai

http://www.acclimited.com/newsite/reach_acc.asp#ba




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Lucknow

New Delhi

Kolkata

Patna

Raipur

Ranchi

Secunderabad



http://www.acclimited.com/newsite/reach_acc.asp#lucknow

http://www.acclimited.com/newsite/reach_acc.asp#n

http://www.acclimited.com/newsite/reach_acc.asp#ca

http://www.acclimited.com/newsite/reach_acc.asp#pa

http://www.acclimited.com/newsite/reach_acc.asp#raipur

http://www.acclimited.com/newsite/reach_acc.asp#ranchi


http://www.acclimited.com/newsite/reach_acc.asp#secun




http://www.acclimited.com/newsite/reach_acc.asp#raipur

http://www.acclimited.com/newsite/reach_acc.asp#pa

http://www.acclimited.com/newsite/reach_acc.asp#ca

http://www.acclimited.com/newsite/reach_acc.asp#n

http://www.acclimited.com/newsite/reach_acc.asp#lucknow



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CEMENT

ACC manufactures the following types of cement in addition to which it provides

Bulk Cement and Ready Mix Concrete.

Ordinary Portland Cements

White Portland cement or white ordinary Portland cement (WOPC) is similar to

ordinary, gray Portland cement in all respects except for its high degree of whiteness.

Obtaining this color requires substantial modification to the method of manufacture, and

because of this, it is somewhat more expensive than the gray product.

http://en.wikipedia.org/wiki/Portland_cement






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Fly-ash based Portland Pozzolana Cement

Portland Pozzolana Cement is new generation cement. It contains high reactive Silica (HRS) to

enhance ultimate performance of concrete. Pozzolana is essentially a siliceous material in finely

divided form with the presence of water, that react with Calcium hydroxide at ordinary temperature

liberated during the hydration of Portland Cement to produce stable, cementitious compounds.

These compounds contribute to strength and water tightness of Cement and are specially suitable

for Dams and mass construction like foundation.

Portland Pozzolana Cement is new generation cement. It contains high reactive Silica (HRS) to

enhance ultimate performance of concrete. Pozzolana is essentially a siliceous material in finely

divided form with the presence of water, that react with Calcium hydroxide at ordinary temperature

liberated during the hydration of Portland Cement to produce stable, cementitious compounds.

These compounds contribute to strength and water tightness of Cement and are specially suitable

for Dams and mass construction like foundation.



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BULK CEMENT

Bulk Cement

Yet another first in our seven- decade history of

cement in India has been the introduction of Bulk

Cement, an alternative to bagged cement, which is of particular a advantage to large

consumers of cement. Internationally, the trend is to move cement more and more in loose

form rather than bagged. In fact, over 90 percent cement in the USA, and other European

countries is transported and sold in bulk, unlike in India, where only one percent is transported

in bulk.

ACC READY MIX CONCRETE

ACC set up India's first commercial Ready Mix Concrete

(RMX) plant in Mumbai in 1994. Today this business has

been reorganized as a separate company called ACC

Concrete Limited which is one of the largest

manufacturers of RMX in India with over 55 modern plants in major cities such as Mumbai,



39

Bangalore, Kolkata, Chennai, Delhi. Hyderabad, Goa, Pune and Ahmedabad.

Redefining the pace and quality of construction

INDIAN CONCRETE JOURNAL :

Indian Concrete Journal

The "Indian Concrete Journal", the country’s oldest civil engineering journal, continues to be

published by ACC. It reaches out to practicing and consulting engineers, architects, builders,

contractors and government departments. It aims to disseminate the latest information and

technological progress in civil and structural engineering, cement and concrete technologies,

construction methods and practices.



40

PRODUCTS : : CUSTOMER SERVICES

ACC is essentially a people’s brand of cement with

more than 80 per cent of sales made through an

extensive dealer network that covers every state in

India. Its customer base represents the masses of India -

individual homebuilders in small towns, rural and semi-

urban India.

Going beyond the supply of cement, we offer ACC Help services to share knowledge about

the process of home building and correct procedures of product usage.

Our Regional Offices have Customer Services Cells manned by qualified Civil Engineers



41

who interact with customers to assess their needs and problems, offer advice before and after

sales including educating users and customers on correct usage of cement and concrete and

good construction practices.

ACC reaches out to its customers, home builders and engineers in the following ways:

ACC Help Centres: For personal guidance on the right construction practices.

ACC Help Literature: Easy-to-understand construction guides.

ACC Help Vans : Mobile help services. Our engineers in vans assist you at your site

www.acchelp.in : an interactive website for all your construction related questions.

Indian Concrete Journal : the country’s oldest civil engineering journal

For more information on these services SMS „ACCHELP‟ to 575758 or

send us an email addressed to [email protected]

http://www.acchelp.in/




http://www.acchelp.in/



42

PRODUCTS : : QUALITY

Product Development has always been an important activity at

ACC, arising out of a focus on quality and process improvement. It

has been a constant partner, driving research, innovation and

evaluation.

ACC has effectively pledged its reputation as the market leader in the quality of cement.

Maintaining this lead calls for harnessing the resources and expertise of the company - from

applied research and production to marketing. Accordingly, all ACC factories are equipped

with state-of-the-art process control instrumentation and associated quality control and

testing laboratories manned by qualified personnel.

As a result of this focus on quality, ACC cement specifications exceed those set by BIS by a

wide margin. Today, all ACC cement plants have the ISO 9001 Quality Systems

certification. This demonstrates our tradition of providing reliable and consistent quality

through the application of modern technology, and justifies the preferences of a nationwide

customer base.



43

TO STOCK EXCHANGES

Year 2010

Disclosure under Regulation 7(3) of the SEBI (Substantial Acquisition of Shares and

Takeovers) Regulations 1997

Board of Directors Meeting to be held on 21st October 2010

Appointment of Mr Kuldip Kaura as Chief Executive Officer & Managing Director

Interim Dividend Declared By ACC

Resignation of Managing Director Mr. Sumit Banerjee

Notice of Record date for Interim Dividend

Board of Directors Meeting to be held on 22nd July 2010

Announcement to Members of ACC Limited

Payment of Dividend for year ended 31-12-2009

Announcement to Members of ACC Limited

Payment through National Electronic Clearing System

Appointment of Mr Aidan Lynam as a Director on the Board of Directors of the

company

Board of Directors Meeting to be held on 22nd April 2010

Publishing of financial results

Recommendation by the Board of Directors in respect of final Dividend for the



44

financial year ended 31st

December 2009

National Stock Exchange Of India Limited - ACC acquires Encore Cement & Additives

Private Limited.

Board of Directors Meeting to be held on 4th February 20



45

ANNOUNCEMENTS : : TO STOCK EXCHANGES

Year 2009

Appointment of Mr Burjor Dorab Nariman as Company Secretary

Changes in Directorate

Unaudited Financial Results for the Quarter ended September 30, 2009

Issue of 3000 secured non-convertible debentures

ACC Board Meeting to be held on 28th October 2009

Financial Results

ACC Board Meeting - 23rd July 2009

Quarterly Compliance Report on Corporate Governance - Clause 49 of the Listing

Agreement


PAN requirement for transfer of shares in physical form

Unaudited Financial Results for the First Quarter ended 31st March 2009

Meeting of the Board of Directors of the Company will be held on Wednesday, 22nd

April 2009

Quarterly Compliance Report on Corporate Governance - Clause 49 of the Listing

Agreement

Publishing of financial results

NSE - Recommendation by the Board of Directors in respect of final Dividend for the

financial year ended 31st December 2008.



46

BSE - Recommendation by the Board of Directors in respect of final Dividend for the

financial year ended 31st December 2008.

ACC Board Meeting Notice - 5th February 2009


Unaudited Financial Results for the last quarter December 31, 2008 - Clause 41 of the

Listing Agreement

ANNOUNCEMENTS : : TO STOCK EXCHANGES

Year 2008

Quarterly Compliance Report on Corporate Governance – Clause 49 of the Listing

Agreement

Allotment of 600 shares against exercise of Employees Stock Options

ACC Board Meeting to be held on October 23, 2008

Financial Results

Change in Directorate

Notice of Record date for Interim Dividend

Interim Dividend

ACC Board Meeting to be held on July 24, 2008

Disclosure under Regulation 7(3) of the SEBI(Substantial Acquisition of Shares and

Takeovers) Regulations 1997

http://www.acclimited.com/newsite/announcements.asp?yr=2008#quar_comp_report_oct10






http://www.acclimited.com/newsite/announcements.asp?yr=2008#allot600_shares_oct08

http://www.acclimited.com/newsite/announcements.asp?yr=2008#board_meeting_30092008

http://www.acclimited.com/newsite/announcements.asp?yr=2008#fin_results_24072008

http://www.acclimited.com/newsite/announcements.asp?yr=2008#change_dir_24072008

http://www.acclimited.com/newsite/announcements.asp?yr=2008#interim_div_16072008


http://www.acclimited.com/newsite/announcements.asp?yr=2008#stock_ex_notice0407

http://www.acclimited.com/newsite/announcements.asp?yr=2008#disclosure_regulation010708






http://www.acclimited.com/newsite/announcements.asp?yr=2008#stock_ex_notice0407



http://www.acclimited.com/newsite/announcements.asp?yr=2008#change_dir_24072008

http://www.acclimited.com/newsite/announcements.asp?yr=2008#fin_results_24072008

http://www.acclimited.com/newsite/announcements.asp?yr=2008#board_meeting_30092008

http://www.acclimited.com/newsite/announcements.asp?yr=2008#allot600_shares_oct08





47

Disclosure of details of acquisition to stock exchanges by target company, in terms of

regulation 7(3) of sebi (substantial acquisition of shares and takeovers) regulations, 1997

ACC Board Meeting to be held on April 24, 2008

Divestment of ACC Machinery Company Limited (AMCL)

Recommendation by the Board of Directors in respect of Final Dividend for the financial

year ended 31st December 2007.

ACC Board Meeting to be held on January 31, 2008



http://www.acclimited.com/newsite/announcements.asp?yr=2008#disclosure_details010708




http://www.acclimited.com/newsite/announcements.asp?yr=2008#board_meeting_apr112008

http://www.acclimited.com/newsite/announcements.asp?yr=2008#divestment_120308

http://www.acclimited.com/newsite/announcements.asp?yr=2008#annual_result_dec07




http://www.acclimited.com/newsite/announcements.asp?yr=2008#99

http://www.acclimited.com/newsite/announcements.asp?yr=2008#99



http://www.acclimited.com/newsite/announcements.asp?yr=2008#divestment_120308

http://www.acclimited.com/newsite/announcements.asp?yr=2008#board_meeting_apr112008





48

CORPORATE SOCIAL RESPONSIBILITY

Today we define Corporate Social Responsibility as the way a company balances its

economic, social and environmental objectives while addressing stakeholder expectations

and enhancing shareholder value.

But ACC has undertaken social volunteering practices almost from its inception, – long

before the term corporate social responsibility was coined. The company’s earliest initiatives

in community development date back to the 1940's in a village on the outskirts of Mumbai

while the first formal Village Welfare Scheme was launched in 1952. The community living

around many of our factories comprises the weakest sections of rural and tribal India with no

access to basic amenities.

Corporate Social Responsibility Policy

Community & Rural Welfare

Education

Healthcare

HIV/AIDS - Workplace Policy



49

HIV/AIDS treatment - Anti Retroviral Treatment Centres

Disaster Relief

Gujarat Masons‟ Training

Conservation of heritage structures

Global Compact

Support to national Sport

Awards & Accolades



50

Development of ACC LIMITED : :

1936 Incorporation of The Associated Cement Companies Limited on August 1,

1936.

1944 ACC’s first community development initiative near Bombay

1947 ACC helps relocate employees and associates during Partition of India –

evacuating them to the new country of their choice.

1947 India’s first entirely indigenous cement plant established at Chaibasa in Bihar

1952 Village Welfare Scheme launched



51

1955 Sindri cement works used the waste product calcium carbonate sludge from

fertilizer factory at Sindri.

1956 Bulk Cement Depot established at Okhla, Delhi

1957 Technical training institute established at Kymore, Madhya Pradesh.

1961 Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture

Portland Slag Cement for the first time in India.

1965 ACC’s Central Research Station (CRS) established at Thane

1965 Manufacture of Portland Pozzolana Cement.

1968 Advent of computers in ACC for data processing and designing management



52

information and control systems.

1968 ACC supplied and commissioned one-million-tonne iron ore pelletising plant

ordered by TISCO

1977 ACC receives ASSOCHAM first national award for the year 1976 instituted for

outstanding performance in promoting rural and agricultural development

activities.

1978 Introduction of the energy efficient precalcinator technology for the first time in

India. Full scale commercial production based on MFC technology at Wadi in

1979.

1982 Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka.

1984 ACC achieves a breakthrough in import substitution by developing and



53

supplying a special G type of oil well cement to ONGC.

1992 Incorporation of Bulk Cement Corporation of India, a joint venture with the

Government of India.

1993 ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.

1995 ACC selected as Most Respected Company in India by Business India.

2001 Commissioning of the new plant of 2.6 MTPA capacity at Wadi, Karnataka

plant, the largest in the country, and among the largest sized kilns in the world.

2002 ACC wins PHDCCI Good Corporate Citizen Award

2003 ACC wins Enterprise Excellence Award from the Indian Insititute of Industrial



54

Engineers.

2004 GreenTech Safety Gold and Silver Awards awarded to Madukkarai Cement

Works and Katni Refractory Works by Greentech Foundation for outstanding

performance in Safety Management System.

2005 ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of

Merit – 2004 from Council For Fair Business Practices.

2005 Commissioning of Modernisation 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.

2006 ACC announces new Workplace policy for HIV/AIDS

2006 ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber



55

of Commerce and Industry

2006 ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at

Wadi in Karnataka – the first ever such project by a private sector company in

India.

2006 Waste management services launched

2007 ACC partners with Christian Medical College for treatment of HIV/AIDS in

Tamil Nadu

2007 Sumant Moolgaokar Technical Institute completes 50 years and reopens with

new curriculum

2007 ACC commissions Wind energy farm in Tamilnadu.



56

2007 ACC ACADEMY opened in Thane, a new centre for training and development.

2007 ACC commissions Wind energy farm in Tamil Nadu and Rajasthan

2008 ACC Cement Technology Institute formally inaugurated at Jamul on July 7.

2008 First Sustainable Development Report released on June 5.

2008 First Sustainable Development Council set up on August 18.

2008 ACC wins CNBC-TV18 India Business Leader Award in the category India

Corporate Citizen of the year 2008

2008 Project Orchid launched to transform our Corporate Office, Cement House into

a green building



57

2008 Ladies Clubs of ACC establish their social volunteering and community

welfare wing called ACC AHEAD (Association for Health, Education and

Development).

2008 ACC enters into Public Private Partnership to upgrade seven Industrial Training

Institutes (ITI)

2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for

Fair Business Practices.

2009 The NGO "Karmayog" rated ACC as the best company in the cement industry

in terms of Corporate Social Responsibility.

2009 ACC is allotted coal blocks in Madhya Pradesh and West Bengal.



58

2009 Second Sustainable Development Report released as a web update.

2009 Cement House and La Residency transformed into Green buildings with

Leadership in Energy & Environmental Design (LEED) Gold and LEED

Platinum certification respectively

2010 ACC acquires 100 percent of the financial equity of Encore Cements &

Additives Private Limited which is a slag grinding plant in Vishakhapatnam in

coastal Andhra Pradesh. This company became a wholly-owned subsidiary of

ACC in January 2010.

2010 ACC commissions Wind energy farm in Maharashtra

2010 ACC Sustainable Development Report 2009 wins Association of Business

Communicators of India award in the category Environment Communication.



59

2010 External assurance for ACC Sustainable Development Report 2009 - ACC’s

sustainability reporting and process was put through external assurance in

accordance with the conventional ISAE 3000 standard and, going beyond that

to meet the requirements defined by AA1000AS and AA1000AS (2008). This

is a maiden achievement for the cement industry.

2010 Wind energy generated by wind farm launched by ACC in 2007 in Tamil Nadu

became eligible to receive Verified Emission Reductions (VERs) which were

traded in the European market.

2010 ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact

Business Performance Social & Environmental Action & Globalization - a

unique award received for the first time

2010 Cement House received 5-star rating from the Bureau of Energy Efficiency

(BEE)



60

2011 World's largest kiln installed at ACC Cement Plant, Wade, Karnataka with a

capacity of 12,500 tones per day creating new landmarks for cement industry

2011 Central Control Room Building at ACC Chandra Plant, Maharashtra set up as a

Green building, the first of its kind in an industrial environment

2011 ACC signs MoU with IIT Bombay for research on Sustainable Construction

and Affordable Habitats



61

INTRODUCTION TO THE TOPIC

Marketing Mix study of ACC Cement:

Marketing mix basically consist of four factors- Product, Price, Place, Promotion.

Product- The products are ACC Cement.

Price- Pricing is done on the basis of consumer’s pocket.

Place- It was concentrated in the urban area in the past but now both

of these are expanding their market to the rural areas for rural

consumers.

Promotion- Promotion is done through advertisements.



62

OBJECTIVES OF THE STUDY

The consumer survey or market research was done with a primary

objective to study about the efficiency of ACC Cement in providing their

products to the consumers & satisfying their needs.

Major objectives were:-

To know the consumers perception regarding the products of ACC Cement.

To know why they prefer ACC Cement products over any other company’s product.

To know their satisfaction level regarding price & place where these

products are available.

To get the main findings based on questionnaire.



63

SSCCOOPPEE OOFF SSTTUUDDYY

To keep things in minds that as the ever changing competitive business environment,

new thoughts and ACC Cements should pour into research and development to

innovate its existing product, which should leave behind competitors.

This study enables the user with answers to formulate affective marketing mix

strategy with a broader perspective to tap areas where it does not feel the need earlier,

hence the discussion of whether to penetrate this section or not can be found out at the

end of the data analysis.

It also gives a fair ACC Cement of the potential of a business in the future and the

fluctuation in prices time to time and from product to product.

Special reference is made to the improvement of quality of the product in terms

packaging and product innovation, advertisement, ways and means to cut down

competition.



64

OORRGGAANNIIZZAATTIIOONN SSTTRRUUCCTTUURREE

ACC LIMITED has 10 divisions. Every division has managers who are responsible

to general manager. G.M. of every division is responsible to managing director. The

divisional heads of each division shall be responsible for the performance of there respective

division not only at the bead office but also in the units/unions and in the fields. These offices

shall not merely insure the achievement of the targets fixed and implementation of systems

for there functional but promptly attend to the problems of the units/unions.

‘



65

The divisional heads shall discharge their duties with in the policies frame laid down

by the managing director & subject to his control & supervision. Only important performance

and control reports, policy matters, question involving exception to approve policy, system

development and other important matters need to put up before the managing director.

Matters before approval and implementation, be routed through the Managing service

division(MSD), which will check the plan to see whether they are in conformity with

cooperate objective, and will see that they are in conformity with other plans and systems and

non contradiction occurs.

The divisional head should see the terms made by them and their officers and

adequate and purposive and designate link officers for each officer in their vision. All letters

to the NDDB shall before dispatch is send to the MSD, which will take speedy clearance at

the appropriate level. A copy of all such letters shall be the CPM section of the



66

CONSUMER BEHAVIOUR



67



68

LEARNING OBJECTIVES

After studying this chapter, you will be able to understand:

The terms ‘consumer’ , ‘customer’, ‘industrial buyer’ and ‘motives’

Need of consumer behavioral study, differences between organizational buying

behavior and consumer buying behavior

The nature and model of consumer involvement

Consumer and industrial decision making process and decision rules

Marketing implications of consumer behavior

Study of consumer behavior modeling

An Overview

Consumer behavior is comparatively a new field of study which evolved just after the Second

World War. The sellers market has disappeared and buyers market has come up. This led to

paradigm shift of the manufacturer’s attention from product to consumer and specially

focused on the consumer behavior.

The evaluation of marketing concept from mere selling concept to consumer oriented

marketing has resulted in buyer behavior becoming an independent discipline. The growth of

consumerism and consumer legislation emphasizes the importance that is given to the

consumer. Consumer behavior is a study of how individuals make decision to spend their

available resources.

The heterogeneity among people makes understanding consumer behavior a challenging task

to marketers. Hence marketers felt the need to obtain an in-depth knowledge of consumers

buying behavior. Finally this knowledge acted as an imperative tool in the hands of



69

marketers to forecast the future buying behavior of customers and devise four marketing

strategies in order to create long term customer relationship.

Consumer Behaviour

It is broadly the study of individuals, or organizations and the processes consumers use to

search, select, use and dispose of products, services, experience, or ACC Cements to satisfy

needs and its impact on the consumer and society.

Customers versus Consumers

The term ‘customer’ is specific in terms of Company, company, or shop. It refers to person

who customarily or regularly purchases particular Company, purchases particular company’s

product, or purchases from particular shop. Thus a person who shops at Bata Stores or who

uses Raymond’s clothing is a customer of these firms. Whereas the ‘consumer’ is a pe rson

who generally engages in the activities - search, select, use and dispose of products, services,

experience, or ACC Cements.

Consumer Motives

Consumer has a motive for purchasing a particular product. Motive is a strong feeling, urge,

instinct, desire or emotion that makes the buyer to make a decision to buy. Buying motives



70

thus are defined as ‘those influences or considerations which provide the impulse to buy,

induce action or determine choice in the purchase of goods or service. These motives are

generally controlled by economic, social, psychological influences etc.

Motives which Influence Purchase Decision

The buying motives may be classified into two:

i. Product Motives

ii. Patronage Motives

i. Product Motives

Product motives may be defined as those impulses, desires and considerations which make

the buyer purchase a product. These may still be classified on the basis of nature of

satisfaction:

a) Emotional Product Motives

b) Rational Product Motives

Emotional Product Motives are those impulses which persuade the consumer on the

basis of his emotion. The buyer does not try to reason out or logically analyse the need for

purchase. He makes a buying to satisfy pride, sense of ego, urge to initiate others, and his

desire to be unique.



71

Rational Product Motives are defined as those impulses which arise on the basis of

logical analysis and proper evaluation. The buyer makes rational decision after chief

evaluation of the purpose, alternatives available, cost benefit, and such valid reasons.

ii. Patronage Motives

Patronage motives may be defined as consideration or impulses which persuade the buyer to

patronage specific shops. Just like product motives patronage can also be grouped as

emotional and rational.

Emotional Patronage Motives those that persuade a customer to buy from specific

shops, without any logical reason behind this action. He may be subjective for shopping in

his favorite place.

Rational Patronage Motives are those which arise when selecting a place depending

on the buyer satisfaction that it offers a wide selection, it has latest models, offers good after-

sales service etc. Knowledge of buyer motives of consumers is useful for marketers to

anticipate market trends and formulate effective marketing strategies.

Need for Study of Consumer Behavior



72

The study of consumer behavior helps everybody as all are consumers. It is essential for

marketers to understand consumers to survive and succeed in these competitive marketing

environment. The following reasons highlight the importance of studying consumer behavior

as a discipline.

Importance in day to day life

The purpose of studying a discipline is to help oneself to better appreciate its contributions.

The reason to study consumer behavior is because of the role it plays in the lives of humans.

Most of the free time is spent in the market place, shopping or engaging in other activities.

The extra time is usually passed in knowing and thinking about products and services,

discussing with friends about them, and watching advertisements related to them. The usage

of them significantly reveals our life styles. All these reasons suggest the need for study.

However, the purpose may be to attend immediate and tangible reasons.

Pertinence to Decision Making

Consumer behavior is said to be an applied discipline as some decisions are significantly

affected by their behavior or expected actions. The two perspectives that seek application of

its knowledge are micro and societal perspectives.

The micro perspectives involve understanding consumer for the purpose of helping a firm or

organization to achieve its objectives. The people involved in this field try to understand

consumers in order to be more effective at their tasks.



73

Whereas the societal or macro perspective applies knowledge of consumers to aggregate-

level faced by mass or society as a whole. The behavior of consumer has significant

influence on the quality and level of the standard of living.

Organizational Buyer versus Individual Buyer

The obvious difference between industrial or institutional markets and consumer markets is

that, instead of purchases being made for individual consumption industrial markets are made

for business use. There are several factors that differentiate consumer markets and their

buying behaviour from organizational market and their buying behavior. The key factors of

differentiation are:

i Market Structure and Demand

ii. Buyer Characteristics

iii. Decision Process and Buying Patterns

i Market Structure and Demand : The distinguishing factors of market structure and

demand are as follows:

In organizations buyers are more geographically concentrated than consumer markets.

Organizational buyers are fewer in number but they are bulk buyers compared to individual

buyers.

Organizational buyer markets are either vertical or horizontal. In vertical structures they cater

only one or two industries, whereas in horizontal structure the buyer base is too broad.



74

Organizational demand is derived from consumer demand. The nature of the demand is

fluctuation and inelastic.

ii. Buyer Characteristics: The distinguishing factors of buyer characteristics are as

follows:

Many individuals or group involvement is seen in decision making process.

Organizational buyers are quite knowledgeable and professional.

The buying motive is mostly rational than individual buyer.

iii. Decision Process and Buying Patterns The major differences are as follows:

In organizational buying lot of formalities like proposals, quotations, procedures are to be

followed unlike consumer buying.

Decision process is much complex with high financial risk, technical aspects, multiple

influencing factors etc.

Organizational buying requires more extensive negotiation over larger time period than

consumer buying.



75

CONSUMER INVOLVEMENT

Some consumers are characterized as being more involved in products and shopping than

others. A consumer who is highly involved with a product would be interested in knowing a

lot about it before purchasing. Hence he reads brochures thoroughly, compares Companies

and models available at different outlets, asks questions, and looks for recommendations.

Thus Consumer involvement can be defined as heightened state of awareness that motivates

consumers to seek out, attend to, and think about product information prior to purchase.

CAUSES OF CONSUMER INVOLVEMENT

The factors that influences consumer involvement include personal, product and situational.

Personal Factors

Self-concept, needs, and values are the three personal factors that influence the extent of

consumer involvement in a product or service. The more product image, the value symbolism

inherent in it and the needs it serves are fitting together with the consumer self- image, values

and needs, the more likely the consumer is to feel involved in it. Celebrities for example

share a certain self-image, certain values, and certain needs. They tend to use products and

services that reflect their life style. They get highly involved in purchasing prestigious

products like designer wear, imported cars, health care products etc.



76

Product Factors

The consumer involvement grows as the level of perceived risk in the purchase of a good or

service increases. It is likely that consumers will feel more involved in the purchase of their

house than in the purchase of tooth paste, it is a much riskier purchase.

Product differentiation affects involvement. The involvement increases as the number of

alternatives that they have to choose from increases. This may be due to the fact that

consumers feel variety which means greater risk.

The pleasure one gets by using a product or service can also influence involvement. Some

products are a greater source of pleasure to the consumer than others. Tea and coffee have a

high level of hedonic (pleasure) value compared to, say household cleaners. Hence the

involvement is high. Involvement increases when a product gains public attention. Any

product that is socially visible or that is consumed in public, demands high involvement. For

example, involvement in the purchase of car is more than the purchase of household items.

Situational Factors

The situation in which the product is brought or used can generate emotional involvement.

The reason for purchase or purchase occasion affects involvement. For example, buying a

pair of socks for yourself is far less involved than buying a gift for a close friend. Social

pressure can significantly increase involvement. One is likely to be more self conscious about

the products and Companies one looks at when shopping with friends than when shopping

alone.



77

The need to make a fast decision also influences involvement. A consumer who needs a new

refrigerator and sees a ‘one- day- only sale’ at an appliances retailer does not have the time to

shop around and compare different Companies and prices.

The eminence of the decision heightens involvement. The involvement is high when the

decision is irrevocable, for example when the retailer does not accept return or exchange on

the sale items. Thus involvement may be from outside the individual, as with situational

involvement or from with in the individual as with enduring involvement. It can be induced

by a host of personal-product-and situation related factors, many of which can be controlled

by the marketer. It affects the ways in which consumers see, process, and send information to

others.

TYPES OF INVOLVEMENT

The two types of involvement are:

A) Situation

B) Enduring

Involvement has various facets of consumer behavior such as search for information,

information processing, and information transmission.



78

Situational Involvement

Situational involvement is temporary and refers to emotional feelings of a consumer,

experiences in a particular situation when one thinks of a specific product.

Enduring Involvement

Enduring involvement is persistent over time and refers to feelings experienced toward a

product category across different situations. For example, holidaymakers renting a resort for

their trip are highly involved in their choice, but their involvement is temporary. Whereas

involvement of a person whose hobby is bike racing endures overtime and affects his

responses in any situation related to pre-purchase, purchase and post- purchase of sport bikes.

It is observed that involvement is triggered by special situation in the case of holiday makers,

but in the second case, in comes from, and is a part of the consumer.



79

RESEARCH METHODOLOGY

Objective of Research:

The main objective of the research in the project was to get the consumer behavior with

respect to ACC Cement. On the other hand, the objective of the research was :

"To evaluate the competitive strength of ACC Cement with respect to the availability of the

stock and analyze the Company strength with respect to the competition. To provide a

feedback on the asset utilization in the market place and how it can be used more effectively

to yield better results."

Type of study :

Descriptive Study

No method known to man entirely eliminates uncertainty. But scientific methods more than

any other method minimize those elements of uncertainty, this results from lack of

information. By doing so it reduces the danger of making a wrong choice between

alternatives of action. This is the theme behind choosing the research ethnology for

attainment of the objective. Thus major purpose of this section is to describe the research

problem in different parts. Every company wants to improve its sales all time according to its

production capacity.



80

Research Design :

The design of our research is statistical as it concerns that how many items of ACC Cement

are to be observed and how the information and data gathered are to be analyzed. Research

design is a specification of the methods and of procedures needed for acquiring information

to solve the problem. Research design gives a clear cut picture, how researcher must progress

with research problem. Research design tends to minimize the accuracy of potential errors at

any specified budget level.

Sample Design :

1. For the project we used non probabilistic sampling that can also be termed as

purposive or judgmental sampling as we only targeted the store.

2. For the groceries the sample design was of two types. Firstly, the sample design

was purposive because we targeted only the ACC Cement exclusive outlets.

Secondly, we used the quota sampling method as we targeted factory outlet of

ACC Cement.

Sample Size : 100

A random sample of 100 times was decided to get the require information from the

customers. The sample comprised items of all profiles in a well-defined ratio.

There are two types of research design namely :



81

1. Exploratory Research

2. Conclusive Research

Exploratory Research :

It is a type of preliminary research in which the emphasis is on the discovery of new ACC

Cements. Clarification of concepts of formulation of hypothesis. It is done when one has very

little knowledge about the problem which are going to examine. It can be done by survey of

secondary data and survey of different people. it is an informal research.

Conclusive research :

It is used to prove something conclusively. It means the research is to draw some definite

conclusions. It is the most serious type of research and is of two types :

1. Descriptive Research

2. Causal Research

Descriptive Research :

Descriptive research studies are those studies which are concerned with describing the

characteristics of a particular individual or of a group. It include survey and fact finding

enquiries of different kinds. The major purpose of this research is description of the state of

affairs as it exists at present. In social science and business research we quite often use the



82

term Ex post factor research for descriptive research studies. The main characteristics of this

method is that the researcher has no control over the variables. He can only report what has

happened or what is happening. Most of the projects are used for descriptive studies in which

the researcher seeks to measure such items as, for example, frequency of shopping,

preference of people.

Causal Research :

It is used for the purpose to test a cause and effect relationship. It is very typical type of

research.

Data Collection Method :

it is necessary to collect accurate data to achieve useful results for this reason. It is helpful to

consider the methods of collecting data and the quality of information that may be expected

to produce. There are two types of data sources (primary and secondary) and observation

methods are two basic methods of collecting data in marketing research.

Primary Data :

Primary data is the data that a researcher themselves by use of survey or interview methods.

It is gathered for specified purpose or for a specific research project. it can be collected by

two research instruments :

1. Mechanical Devices (observation methods)

2. Questionnaire Method



83

Observation Method

Observation method is used less frequently in marketing research. In this method, surveyor

or researcher should observe the sampling unit and their behavior with the help of a video

camera. It is a subjective type of method of primary data collection which is used for

exploratory research. It is a time consuming method of data collection.

Questionnaire Method

A questionnaire consists of a set of questions presented to the respondents of their answers.

The questionnaire is the most common instrument used to the collect the primary data.

According to the topic it is necessary to prepare a relevant questionnaire. To find the cold

stock of Pepsi and other Companies the respondents should be asked two type of questions :

1. Close Ended questions

2. Open Ended questions



84

CLOSE ENDED QUESTIONS

These are those questions in which all the possible answers are given in the questions. In my

questionnaire, following questions are close ended.

1. What type of music do you prefer while shopping ?

2. What type of promotional scheme attract you most ?

OPEN ENDED QUESTIONS :

Open ended questions are those questions in which respondents should answer in their own

words. These questions are said to be subjective type of questions. In these types of questions

respondents can consume more time or some time they do not like to answer those type of

questions.



85

QUESTIONNAIRE

PART-A.

1 . Have you ever purchase a ACC Cement product ?

S.No. Topic Percentage (%)

1 Yes 95

2 No 5

Interpretation :

Most of the person purchase a ACC Cement product in his life.

95%

5%

Yes No



86

2. Where do you get the best service from the sales staff?


1 ACC Cement 55

2 Prism 25

3 Birla 15

4 Others 5

Interpretation :

Best service from the sales staff which is given by the ACC Cement.

55%

25%

15%

5%

ACC Cement Prism Birla Others



87

3. How many times, a sales staff helps you to select right things ?


1 Every time 35

2 Most of the time 42

3 Sometime 19

4 Never 4

Interpretation :

Most of the time a sales staff helps to select right things.

35%

42%

19%4%

Every time Most of the time Sometime Never



88

4. How does your favorite cement store communicate with you ?


1 SMS 10

2 Tele calling 5

3 Bill board 30

4 via e-mail 10

5 Newspaper/magazine 45

Interpretation :

Mostly the cement store communicate with his customer by the Newspaper and

Magazines.

10%5%

30%

10%

45%

SMS Tele calling

Bill board via e-mail

Newspaper/magazine



89

5. How many of these mentioned facilities are provided by the store you visit ?


1 Exchange facilities 10

2 Drinking water facilities 20

3 After sales service 10

4 All of these 60

Interpretation :

All facilities are provided by the store to his customers

10%

20%

10%60%

Exchange facili ties Drinking water facilit ies

After sales service All of these



90

6. What type of promotional schemes attract you most ?


1 Buy one get one free 15

2 Gift vouchers 5

3 Discount coupons 10

4 Flat discount 50

5 Seasonal offers 20

Interpretation

Consumer attract by the flat discount mostly.

15%

5%

10%

50%

20%

Buy one get one free Gift vouchers

Discount coupons Flat discount

Seasonal offers



91

7. I usually watch the advertisement for announcement of sales ?


1 Mostly agree 15

2 Agree 77

3 Disagree 2

4 Mostly disagree 1

5 Neutral 5

Interpretation :

Mostly people agree with watching the advertisement for announcement of sales.

15%

77%

2%1% 5%

Mostly agree Agree Disagree Mostly disagree Neutral



92

8. Display of merchandise in the store is -


1 Extremely important 25

2 Very important 60

3 Little important 10

4 not important 5

Interpretation

Good display attract the customer in the store.

25%

60%

10% 5%

Extremely important Very important

Little important not important



93

9. How different is ACC Cement Company from other Companies


1 Very different 20

2 Slightly different 60

3 Somewhat different 15

4 Not at all different 5

Interpretation:

Slightly different is ACC Cement Company from other Companys

20%

60%

15%5%

Very different Slightly different

Somewhat different Not at all different



94

10. How satisfied were you ACC Cement Company ?


1 Very satisfied 12

2 Satisfied 85

3 Dissatisfied 1

4 Very dissatisfied 0

5 Somewhere in between 2

Interpretation

Mostly people satisfy with the ACC Cement Company.

12%

85%

2%

0%

1%

Very satisfied Satisfied

Dissatisfied Very dissatsfied

Somewhere in between



95

11. How would you rate the quality of ACC Cement Company?


1 Excellent 20

2 Good 65

3 Fair 15

4 Poor 0

Interpretation :

Most of the people rate the quality of ACC Cement Company is good in the market

20%

65%

15% 0%

Excellent Good Fair Poor



96

FINDINGS

Due to new developing area in future number of outlets may be increase.

Indian are very emotional when it comes in buying of Cement appear all then they

talk to the sales staff of all necessary things including terms and conditions.

Most of the consumer attract to the flat discount. Mostly people believe in ACC

Cement in all area to buy the ACC Cement merchandise in his life.

Mostly the middle class (income family uses the ACC Cement products in

comparison to others.



97

LIMITATIONS

Some consumer's were found to be unsatisfied with ACC Cement hence they refused

to keep its merchandise.

Most of the outlets have not all types of merchandise in the store.

Retailers were often busy with their customers, so it was difficult to talk to them and

hence a lot of time was wasted in waiting.

Cement apparel is subject matter of solicitation. It is people's driven industry. In case

of Cement and appraisal, the intangibility of the product is high. People see all

immediate benefit out of it. It is very much like selling a product to someone who

never hopes to use it.



98

SUGGESTIONS AND RECOMMENDATIONS

Company personnel must keep on visiting the outlets through the years whether it is

season or off-season.

A survey would have to be done among the consumers to know their choice and

views

Various commitments must be honored and the services should be further improved.

Display stands should be constructed attractive.

Company should be checked time to time by TDM himself for increasing market

supply.

There should sufficient advertisement of the company and about product knowledge.

Some attractive schemes should be provided to the consumers directly.

Schemes must be printed upon the billboard, newspaper and magazines in order to

make it useful for consumers.

The schemes must be communicated properly and should be continued for a longer

period.

Product brochure should be easy to understand.

All terms and conditions should be written in easy language.



99

CONCLUSIONS

Though ACC Cement has a good Company image in Varanasi and is enjoying market share

than other Companies, yet there were some problems which act as a hindrance in its

upliftment.

It is very clear that ACC Cement is one of the best Cement as far as quality, transportation

and services are concerned.

ACC Cement have good company which are more popular among consumers than others.

So, if ACC Cement wants to capture more market and to increase it sales then it would have

to cover rural area shops also.

The present scenario the Cement is very important for any person. There are many

companies which is related to Cement but all other companies are not available in rural area.

Whenever 70% population lived in Rural area and majority know about ACC Cement only.

This study shows that expectable trust and long terms relationship. So we have ACC Cement

about company that they should be proper advertisement and easy availability to understand

of products. All facilities should provide in rural areas



100

BIBLIOGRAPHY

Magazine :

Research Reporter issue from May, June and July.

Books

Consumer Behavior- Concepts , applications and Cases, M.S.Raju, Dominique Xardel

Research Methodology - C.R. Kothari

Marketing Management - Philip Kotler

Websites :

www.acclimited.com

http://www.understanding-cement.com/

http://www.engineeringcivil.com

http://www.acclimited.com/




http://www.engineeringcivil.com/

http://www.engineeringcivil.com/





101

QUESTIONNARE

PART-A

Please tick the response that you agree with :-

1. Do you always go for Cement products ?

a. Cent percent

b. Most of the time

c. 50-50

d. Rarely

e. never

2. Where do you get the best service from the sales staff ?

a. ACC Cement

b. Prism

c. Birla

d. Others

3. How many times, a sales staff helps you to select right things ?

a. Every time

b. Most of the time

c. Sometime

d. Never



102

4.How does your favorite Cement store communicate with you ?

a. SMS

b. Tele calling

c. Bill board

d. via e-mail

e. Newspaper/magazine

5.How many of these mentioned facilities are provided by the store you visit ?

a. Exchange facilities

b. Drinking water facilities

c. After sales service

d. All of these

6.What type of promotional schemes attract you most ?

a. Buy one get one free

b. Gift vouchers

c. Discount coupons

d. Flat discount

e. Seasonal offers



103

7.I usually watch the advertisement for announcement of sales ?

a. Strongly agree

b. Agree

c. Neutral

d. Disagree

e. Strongly disagree

8.Display of merchandise in the store is –

a. Extremely important

b. Very important

c. Little important

e. not important

9.How different is ACC Cement Company from other Companies ?

a. Very different

b. Slightly different

c. Somewhat different

d. Not at all different



104

10.How satisfied were you ACC Cement Company ?

a. Very satisfied

b. Satisfied

c. Dissatisfied

e. Very dissatisfied

f. Somewhere in between

11. How would you rate the quality of ACC Cement Company?

a. Excellent

b. Good

c. Fair

d. Poor



PART-B

Name : ......................................................................

Age : ......................................................................

Gender : ......................................................................

Tongue : ......................................................................

Occupation: .....................................................................

Religious : ......................................................................

Family Income (per month): ....................................................................................

Thank you for your co-operations!!

Documents

Shashi Jeet Verma Final Report (2)