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International Journal of Pure and Applied Mathematics

Volume 119 No. 7 2018, 2511-2523


ISSN: 1311-8080 (printed version); ISSN: 1314-3395 (on-line version)
url: http://www.ijpam.eu
Special Issue
ijpam.eu

Buyers’ attitude towards various brands of cement- A pragmatic study


V.Raja1, Dr.R.Renganathan2.
1
Research Scholar, School of Management, SASTRA Deemed University, Thanjavur, India
2
Faculty, School of Management, SASTRA Deemed University, Thanjavur, India

Abstract

People hailing from aneconomically weaker section of the society in India were finding it

difficult to possess home, in yesteryears. Nowadays people want to build and reside in their

own house.In India, banks provide housing loan with convenient EMI (Equated Monthly

Installment)which facilitate people to build ahouse. For the construction industry, cement is

playing a significant role.With regard to themode of construction, some people give the

outright contract for the total construction of their house. Some people construct their house

through self-supervised construction or labor contract facilitated by engineer or mason or

both. In the latter case, raw materials required for the building construction like cement,

bricks, lime, sand, stone aggregates, steel bars, etc., are preferred and purchased by the

person who wishes to construct ahouse. Some people are very particular about brands of

cement and may use adifferent brand of cement for different phases of construction of their

houses. We know pretty well that yesteryears commodities have becometoday’s branded.

This study covers the reasons for the preference of particular brand of cement and also the

preference of different brands of cement for different phases of housing construction like

basement, flooring,and roofing. This study also deals with reasons for satisfaction in using a

particular brand of cement. The survey was conducted with 200 respondents from

Trichy/Tamilnaduwho were building houses. Companies in the cement industry can very well

use thisresearch to understand the buyers’ attitude towards different brands of cement, the

average quantity of cement requirement for housing construction and ad media preferable to

give advertisements for cement.

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Keywords: Real estate, Housing Construction, Cement Industry, Brands, demographic

variables, Construction phases, Satisfaction

JEL Classification: M390

1. Introduction

Housing construction encompasses various complex activities. For housing

construction, several raw materials are required. Cement is playing a vital role for the purpose

of building houses. 67 percent of the consumption of cement in India was from housing

sector(IBEF, Feb 2015).Yesteryears commodities have become today’s branded. Cement is

no longer a commodity. There are several brands of cement like Ultratech, Sankar, Ramco,

Dalmia,Chettinad, Mahasakthi,ACC, Ambuja, Dharani… available in India. People may

prefer and purchase different brands of cement for the different phases of construction of

their houses. There are varieties of reasons to choose a particular brand of cement for housing

construction. To know about the various brands of cement, company representatives, dealers,

masons, relatives/friends, engineers, masons,and advertisements are the sources. The survey

was conducted with people who were constructing houses in Trichirappalli/Tamilnadu.

Source: http://www.ibef.org/industry/cement-india.aspx-August 2015

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2. Review of literature

According to Philip Kotler (2003), all the unbranded commodities have become

branded nowadays.Today, branding is such a strong force that hardly anything goes

unbranded. The brand equity of the most significant brands of a company is treated as an

asset and need to be administered cautiously, Philip Kotler (2003). According to Charles W.

Lamb et al (2012),main significant reasons for branding is theidentification of theproduct and

other reasons are repeat sales and new-product sales.According to RehamEbrahim (2011),

brand preference meansconsumer tendency towards a particular brand differs depending on

the significant beliefs that are triggered at a particular point of time, the degree to which

consumer chooses one brand over other and inclination of a consumer towards a particular

brand.In the stringent competitive marketing environment, manufacturers of cement are

finding it difficult to discriminate their brands of cement from the perspective of price,

quality, promotion or location (Huda, Faruq and Sharmin 2007) cited by Md.

ReajulAlamChowdhury et al., (2012). According to Utkarshetal (2012), Dealers demand cash

discounts as their first preference. Customer care & branding and counseling affect the

satisfaction level of dealers significantly,Utkarshetal (2012). According to ArijitMaity

(2014),availability of various brands of cement creates the selection ofa particular brand as a

complicated process. With regard to buying decision process of individual home builders,

Masons/ engineer/ architect/ local cement dealer play a significant role and word of mouth,

Self-decision, contractors,and friend and relative have less impact, ArijitMaity (2014)

According to Seetharaman et al., 2001, in today’s highly competitive environment, brand

creation and management is very important. Cretu&Brodie, 2007, observed that a

responsegroup feedback in a certain market is referred tothe trustworthiness of the uniqueness

claims that the organization makes as corporate image and it is with regard to (cited by

AlirezaAminietal, 2012).

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Objectives of the study

 To ascertain the motives for purchasing a particular brand of cement

 To find out the reasons for shifting the brands of cement for the different phases of

construction

 To ascertain the reasons for satisfaction in using a particular brand of cement

 To find out the brand of cement used for various phases of construction

 To find out the quantity ofrequirement of cement used for construction

 To understand the associationsamong the demographic variables and reason for

purchasing a particular brand of cement and reason for shifting the brands of cement

for different phases of construction

3. Methodology

This study made use of primary and secondary and survey was conducted with

200respondents fromTrichy/Tamilnaduwho were building houses.This study used the

structured questionnaire to understand thereasons for purchasing a particular brand of cement,

reasons for shifting the brands of cement for the different phases of construction, reasons for

satisfaction in using a particular brand of cement, Ad media for Cement, brands of Cement

used by the buyer for various phases of construction like basement, flooring, roofing and

quantity of requirement of cement used for construction. In order to test the questionnaire

pilot study was conducted with 20 respondents.In order to analyze the collected data Software

package SPSS and percentage analysis & ANOVA and were used

Hypotheses of the study

Null hypothesis

1. Educational qualifications and reason for purchasing a particular brand of cement do

not have animportant association

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2. Family income per month of and thereason for purchasing a particular brand of

cement donot have animportant association

3. Educational qualifications and thereason for shifting the brands of cement for

different phases of construction donot have animportant association

4. Family income per month and thereason for shifting the brands of cement for different

phases of construction do not have animportant association

4. Results and discussion

With regard to qualification of the respondents, UG degree holders were 34.0 % while

SSLC/HSC qualification holders constituted 27.3%. With regard to theincome of the

respondents, monthly income of the 70.7% of the respondents’ was in the range of Rs.

31,000 to Rs.50,000 and 24.2% of the respondents’ monthly income were between Rs.

10,001 to Rs 30,000.

Table 4. 1: Reasons for purchasing a particular brand of cement


Reasons Percen
t
Good quality 79.2
Reasonable price 6.1
Known dealer 2.3
Timely availability 11.4

As per the table 4.1, it is clear that 79.2% of the respondents opined good quality,

6.1% of the respondents’ opined reasonable price and 11.4%of the respondents opined timely

availability with regard to reasons for purchasing a particular brand of cement

Table 4. 2: Reasons for shifting the brands of cement for the different phases of construction

Reasons Percent
Masons Advice 49.6
Engineers influence 14.0
Dealers advice 33.0
Relatives / Friends advice 1.1
Company officials advice 2.3
Total 100.0

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As per the table 4.1, 49.6% of the respondents opined masons’ advice, 33.0% of the

respondents opined dealers’ advice and 2.3% of the respondents opined company officials’

advice with regard to reasons for shifting the brands of cement for the different phases of

construction

Table 4. 3: Reasons for satisfaction in using a particular brand of cement


Std.
Attributes Mean Deviation
Good quality 4.5644 .58086
Reasonable
4.0568 .88020
price
Timely supply 4.3106 .72769
Color 4.3277 .72671
Weight 4.3617 .75939
As per the table 4.3, based on the opinions of cement buyers, mean values for the

attribute good quality is 4.56, weight is 4.36, color is 4.32 and for the attribute, timely supply

is 4.31 with regard to thereason for satisfaction in using a particular brand of cement

Table 4. 4: Ad Media for Cement


Media Percent
Television 44.0
Magazine 3.0
Newspaper 30.0
Radio 17.0
Hoardings 6.0
As per the table 4.4, it is clear that 44.0% of the respondents opined television, 30.0 %

of the respondents’ opined newspaper and 17% of the respondents’ opined radio with regard

to Ad Media for Cement

Table 4. 5: Basement

Cement
Brands Percent
Ultratech 46.6
Sankar 36.4
Ramco 8.7
Dalmia 5.3
Chettinad 3.0

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Cement
Brands Percent
Ultratech 46.6
Sankar 36.4
Ramco 8.7
Dalmia 5.3
Chettinad 3.0
Total 100.0

When it comes to preferenceof cementfor the basement construction of their house, as

per the table 4.5, it is clear that 46.6% of the respondents opined the brand Ultratech, Sankar

brand by 36.4% andRamco brand by 8.7 % the brand.

Table 4. 6: Roofing

Cement
Brands Percent
Ultratech 75.0
Sankar 17.4
Ramco 3.4
Dalmia 3.0
Chettinad 1.1
Total 100.0

When it comes to preference of brand of cementfor the roofing construction of their

house, as per the table 4.6, it is clear that 75.0% of the respondents opined the brand

Ultratech, Sankarbrand by 17.4%and the brand Ramco by 3.4 %.

Table 4. 7: Flooring

Cement
Brands Percent
Ultratech 34.1
Sankar 33.0
Ramco 12.1
Dalmia 11.0

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Chettinad 8.7
Mahasakthi 1.1
Total 100.0
As per the table 4.7, it is clear that 34.1% of the respondents opined the brand
Ultratech, 33.0% of the respondents opined the brand Sankar and 12.1 % of the respondents
opined the brand Ramco with regard to cement preferred for the flooring construction of their
house.

Table 4. 8: Quantity of requirement of cement used for construction

Quantity of cement Percent


200 - 500 bags 42.6
500 bags and above 57.4
Total 100.0
As per the table 4.7, 57.4% of the respondents used more than 500 bags of cement and 42.6%
of the respondents used in the range of 200 to 500 bags of cement for their housing
construction
Table 4.9.The relationship between Demographic variables and Reason for purchasing a
particular brand of cement

ANOVA
Demographic Source of Sum of
df Mean Square F Sig.
variables Variance Squares
Educational Between
49.233 4 12.308 22.288 .000
Qualification Groups
Within Groups 288.827 523 .552
Total 338.061 527
Family Between
6.267 4 1.567 2.648 .033
income Groups
Within Groups 309.370 523 .592
Total 315.636 527

Association of the demographic variables and reasons for purchasing a particular

brand of cement is given in table 4.9. For educational qualification and family income, the

value .000 from the table 4.9 implies that there is an important association between them and

the reasons for purchasing a particular brand of cement.

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Table 4.10.The relationship between Demographic variables and Reason for shifting the
brands of cement for the different phases of construction

ANOVA
Demographic variables Source of Variance Sum of Squares df Mean Square F Sig.
Educational Between Groups 27.774 4 6.944 11.704 .000
Qualification Within Groups 310.286 523 .593
Total 338.061 527
Family income Between Groups 25.089 4 6.272 11.291 .000
Within Groups 290.547 523 .556
Total 315.636 527
Associationof the demographic variablesand reasons for shifting the brands of cement

for the different phases of construction is given in table 4.10. For educational qualification

and family income, the values .000 from the table 4.10 implies that there is an important

association between them and thereasons for shifting the brands of cement for different

phases of construction.

5. Results and implications

70.7% of the respondents’ monthly incomes were between Rs. 31,000 to Rs.50, 000.It

is found that 79.2% of the respondents’ opined good quality with regard to reasons for

purchasing a particular brand of cement. 49.6% of the respondents opined masons’ advice,

33.0% of the respondents opined dealers’ advice and 2.3% of the respondents opined

company officials’ advice with regard to reasons for shifting the brands of cement for the

different phases of construction. This is due to theavailability of avariety of brands of cement

for the different phases of construction of houses. It is found that based on the opinions of

cement buyers mean values for the attribute good quality is 4.56, weight is 4.36, color is 4.32

and for the attribute, timely supply is 4.31 with regard to thereason for satisfaction in using a

particular brand of cement. This indicates that cement buyers are giving importance to

quality, weight, color and timely supply. 44.0% of the respondents opined television, 30.0 %

of the respondents’ opined newspaper and 17% of the respondents’opined radio with regard

to Ad Media for Cement. It shows that the cement buyers gave importance to TV,

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International Journal of Pure and Applied Mathematics Special Issue

Newspaper,and Radio with regard to media to give ad for cement. When it comes to

theparticular brand ofcement preference for the basement construction of their house, it is

found that 46.6% of the respondents opined the brand Ultratech, brandSankar by36.4% and

brand Ramco by 8.7 %. It is found thatfor the roofing construction of their house when it

comes to particular cement brand preference, 75.0% of the respondents opined the brand

Ultratech, 17.4% said the brand Sankar and 3.4 % said the brand Ramco. It is found that

34.1% of the respondents opined the brand Ultratech, 33.0% of the respondents opined the

brand Sankar and 12.1 % of the respondents opined the brand Ramco with regard to cement

preferred for the flooring construction of their house. It shows the buying pattern of various

brands of cement for the different phases of construction.

Conclusion

Cement industry in India as a second majormanufacturer of cement in the worldis an

imperative component of its economy and by2025 itsdemand is anticipated toattain 550-600

Million Tonnes Per Annum (MTPA), IBEF April 2017.For the purpose of thriving and

sustaining in the stringent cutthroat milieu, companies in the cement industry are expected to

follow push strategy. By and large, buyers buy various brands of cement based on the word

of mouth from mason or dealer or company’s officials. In order to have competitive

advantage companies in the cement industry have to augment their brand equity.

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International Journal of Pure and Applied Mathematics Special Issue

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Websites
www.ibef.org
http://www.ibef.org/industry/cement-india.aspx

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