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Customer Satisfaction towards Zuari Cements

EXECUTIVE SYNOPSIS

Statement of the Problem

The customer satisfaction levels of the Zuari cements is hampered by various factors both internal and external in nature. The problem of reduced customer satisfaction can be attributed to various parameters, the current study aims at resolving those factors by: Understanding the existing customer satisfaction levels with respect to Zuari cements ltd. Ascertaining the various factors which are hampering the satisfaction levels of the customers. Analyzing the factors which can enhance the customer satisfaction level of the Zuari cements?

NEED FOR THE STUDY:


The project is deal with various aspects of the consumers in regard to the requirements that will enable them to improve utilization of the product. This study helps to analyze the current situation faced by the consumers while dealing with product (Zuari cement). In this context the dealers and consumers of KADAPA .I surveyed and the study only restricted to KADAPA.

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Customer Satisfaction towards Zuari Cements

OBJECTIVES OF THE STUDY

To understand the customer satisfaction levels with Zuari cement Ltd. To identify the factors influencing the customers to deal with Zuari cement Ltd To identify the customers suggestions with respect to Zuari cement Ltd. To understand the marketing strategies adopted by Zuari cement Ltd. To understand the different services provided by Zuari cement Ltd.

LIMITATIONS OF THE STUDY

It is primarily a micro level study. Due to constraints of time only Kadapa Dist. is selected and so it cannot claim to be a comprehensive study of the population.

The sample size is restricted to 60 respondents. The data is obtained through a structured questionnaire and it has its own limitations in its analysis and interpretation.

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Customer Satisfaction towards Zuari Cements

FINDINGS
1. Majority of the respondents opined that they are neutral

on Zuari cements repurchase in future. 2. Majority of the respondents are Neutral to recommend the Zuari

cements to recommend the Zuari cements to friends and colleagues & 15% of respondents expressed dis-interest recommending the Zuari cements to friends and colleagues. 3. Majority of the respondents felt timeliness of delivery is average

and 15% felt the timeliness of delivery is poor. 4. very rare. 5. The company is not providing proper information / communication Majority of the respondents felt the delivery of the right quantity is

to dealers on promotional campaigns. 6. supply. 7. There is a common complaint of delay in receipt of supplies by the Majority of the respondents disagreed with timely of receipt of

dealers ranging from 2 days to 5 days. 8. sufficient. 9. often. Fair percentage of the people are not receiving credit facilities very As per the dealers view the lead time offered by the company is not

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Customer Satisfaction towards Zuari Cements 10. Majority of the respondents felt the responsiveness of the Zuari

employees is very meager. 11. 12. The supply / delivery of the Zuari cements is pretty ordinary. Healthy clutter of the people are thinking of switching to another

competing brand of cement in near future.

SUGGESTIONS
1. The price of the Zuari Cements is slightly higher than the competing brands ( Source : the price comparison of the various cement brands is enclosed ). 2. The company has to improve the logistics and supply chain management to improve the distribution efficiency. 3. The company has to manage and reduce the delays in supply of goods to the dealers. 4. The company has to provide adequate credit facilities. 5. The company has to improve the communication of marketing strategies to the retailers. 6. The company has to increase the sales promotion activities to counteract the competitors effectively. 7. The company has to enhance the service quality by being empathetic, responsive and reliable towards the consumers complaints. 8. The company executives have to visit the dealers regularly to diagnose the problems and to find a feasible solution to them.

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Customer Satisfaction towards Zuari Cements 9. The employees of the company have to be more responsive towards the customers problems. 10. The company has to enhance the lead time to 3 weeks ( as the majority of the dealers are requesting for it and other companies are offering it ). 11. The company has to provide price allowances, discounts, rebates for bulk purchases, warehousing facilities and gift schemes. 12. The company has to run the incentive and foreign tour contests more transparently.

INTRODUCTION
CUSTOMER SATISFACTION
Meaning: The contentment which the customer gets when the performance of the product meets the customers expectations, it is termed as Customer Satisfaction.

Definition: -Customer satisfaction, a business term, is a measure of how products and


services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy

Buying Motives: High Quality. Low price. Long life.

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Customer Satisfaction towards Zuari Cements Performance etc.,

Buying roles: Initiator: Decider: User: Who first suggests the idea of buying. The person who decides on only component of a buying. The person who consumes or uses the product. Whether to buy, what to buy, how to buy or where to buy. Motivation has a direct cause and effect relationship.

Influencer: - The person whose views or advice to influence the decision.

Buying Decision: -

CONSUMERS SATISFACTION

If the consumers are satisfied with the product they can be easily get into utilization. So these preferences should be satisfied with the utilization Survey. The Consumers are becoming very conscious about the quality, credit price, strengthens, durability of the product. They need better at competitive price. To know about the preferred media of advertising and other factors.

An opinion survey has been conducted in Andhra Pradesh for a period of one month and the findings have been presented with suitable a suggestion for the improvement .It has been felt that well conceived and organized industries have to be developed in rural areas. Which would be essential for the speedy growth of cement production in the country and the major survey is based on the responses of the Customers

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Customer Satisfaction towards Zuari Cements

INDUSTRY PROFILE
INTRODUCTION:
Cement is a key infrastructure industry. It has been decontrolled from price and distribution on 1st March 1989 and deli censed on 25th July 1991. However, the performance of the industry and prices of cement are monitored regularly. The constraints faced by the industry are reviewed in the infrastructure coordination committee meetings held in the cabinet secretariat under the chairmanship of secretary (coordination). The cabinet committee on infrastructure also reviews its performance. Cement industry is one of the major and oldest established manufacturing industries in the modern sector of Indian economy. It is an indigenous industry in which the company is well endowed with the necessary raw materials, skilled manpower and equipment & machinery technology. Cement is required by firms, bridges, buildings, water supply projects, dams, roads, hydroelectric power projects, seaports, airports, and irrigation schemes. It is thus a vital industry which assumes a crucial part in the economic development of the country.

RAW MATERIALS:
The basic raw material for manufacturing cement is limestone. This is available in plenty in the form of limestone deposits in the nature. Limestone is excavated for mines by mechanical equipment with the help of stocker & reclaimed the correct. The raw materials consist of limestone, iron ore & bauxite. The correct proportions are fed into a grinding mill where they are reduced to a very fine of compressed air. The power from the storage ribs is fed into rotator kiln; the material is subjected to a temperature is about 1500c. chemical reaction takes place between the various materials resulting in the formation of cement compound like Tricalcium silicate (about 24%), die calcium silicate (about 20%), Tri calcium alumina (about 7 to 10%) and aluminum ferrate (about 10 to 12%).

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Customer Satisfaction towards Zuari Cements

CAPACITY AND PRODUCTION:


The cement industry comprises of 125 large cement plants with an installed capacity of 148.28 million tones and more than 300 mini cement plants with and estimated capacity of 11.10 million tones per annum. The cement corporation of India, which is a central public sector undertaking, has 10 units. There are ten large cement plants owed by various State governments. The total installed capacity in the country as a whole is 159.38 million tones. Actual cement production in 2002-03 was 116.35 million tones as against a production of 106.90 million tones in 2001-02, regarding a growth rate of 8.84%. Keeping in view the trend of growth of the industry in previous years, a production target of 126 million tones has been fixed for the year 2003-04. During the period April-June 2003, a production (provisional) was 31.30 tones. The industry has achieved a growth rate of 4.86% during the year.

EXPORTS:
A Part from meeting the entire domestic demand, the industry is also exporting cement and clinker. The export cement during 2001-02 and 2003-04 was 5.41 million tones and 6.92 million tones respectively. Export during April-may, 03 was 1.35 million tones. Major exporters were Gujarat Ambuja Cement ltd. and L&T ltd.

RECOMMENDATIONS ON CEMENT INDUSTRY:


For the development of cement industry Working Group of cement industry was constituted by the planning commission for the formulation of X five year plan. The working group has projected creation of additional capacity of 40-62 million tones mainly through expansion of existing plants. The working group has identified following thrust areas for improving demand for cement.
Further push to housing development programmers Promotion of concrete Highways and roads; and Use of ready-mix concrete in large infrastructure projects.

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Customer Satisfaction towards Zuari Cements

Further, in order to improve global competitiveness of the Indian cement industry, the dept. of industrial policy & promotion commissioned a study on the global competitiveness of the Indian cement industry. The report submitted by the organization has made several recommendations for making the Indian cement Industry more competitive in the international market. The recommendations are under consideration.

TECHNOLOGY CHANGE:
Cement industry has made tremendous strides in technological up gradation and assimilation of latest technology. At present 93% of the total capacity in the industry is based in modern and environment-friendly dry process technology. There is tremendous scope for waste heat recovery in cement plants and there by reduction in emission level. One project for cogeneration of power utilizing waste heat in an Indian cement plant is being implemented with Japanese assistance under green Aid plan. The induction of advanced technology as helped the industry immensely to conserve energy and fuel and to save materials substantially. India is also production different varieties of cement like ordinary Portland cement (OPC), Portland Pozzolana cement (PPC), Portland Blast Furnace Slag Cement (PBFS), Oil Well Cement, Rapid Hardening Portland cement, Sulphate resisting Portland cement, While cement etc. Production of these varieties of cement conforms to the BIS Specifications. It is worth mentioning that some cement plants have set up dedicated jetties for promoting bulk transportation and export.

Ital Cementi Group:


OUR MISSION:Our shared ambition: Effective and Efficient
To become the most effective and most efficient cement manufacturer and distributor in the world.

OUR APPROACH: We are local, we think glow


Cement aggregates and ready mixed concrete manure and distribution are local business. Around the world we serve local customers in local market with local needs.

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Customer Satisfaction towards Zuari Cements

OUR WAY OF WORKING: Technological leadership is our goal,


Our technology plays the key role in realizing our ambition we are committed to increasing the value of our group, our companies, our products and services, the capabilities of our employees and the ecological standards by which we operate.

OUR SPIRIT: One team worldwide.


We operate worldwide in many diverse markets, culture and continents. We are proud of our cultural diversity and our distinctions character.

HISTORY OF CEMENTS:
1.
2. 3.

Invention of cement of JOSEPH ASPARIN. Leeds builder in bricklayer. 21st October, 1824 patented as Portland cement. 1904 its and American standards of Portland cement. 1912 Indian cement company limited established factory at Portlander. 1951 Indian standards.

4. 5.

CEMENT MANUFACTURING PROCESS:


1. The cement manufacturing process beings when limestone, the basic raw material used to make cement, is transported by rail to the plant from the limestone quarry. 2. The limestone is combined with clay, ground in a crusher and fed into the additive silos. Sand, iron and bottom ash are then combined with the limestone and clay in a carefully controlled mixture with which is ground into a fine power in a 200hp roller mill. 3. Next, the fine power is heated as it passes through the pre-Heater tower into a large kiln, the power is heated to 1500degrees Celsius. This creates a new product, called clinker, which resembles pellets about the size of marbles. 4. Next the fine powder is heated as its passes through the

pre-header tower into a large kiln, which is over half of the length of a football field

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Customer Satisfaction towards Zuari Cements and 4.2 meters in diameters. In the kiln, the powder is heated to 1500 degrees Celsius. This creates a new product, called clinker, which resembles pellets about the size of marbles. 5. The clinker is combined with small amounts of gypsum

and limestone and finely ground in a finishing mill. The mill is large revolving cylinder containing 250 tones of steel balls i.e. driven by a 4000ph motor. The finished cement is ground so fine that it can pass through a sieve that will hold water. 6. The cement manufacturing process consists of many

simulations and continuous operations using some of the largest moving machinery in manufacturing. Over 5000 sensors and 50.
7.

Computers allow the entire operations to be controlled by

a single operator from a central control room.

DIFFERENT TYPES OF CEMENT:


There are varieties of cement based on different compositions according to specific end uses namely Ordinary Portland Cement, Portland Pozolona cement, Portland Blast furnace slag cement, and specialized cement. The basic difference lies in the percentage of linker used.

ORDINARY PORTLAND CEMENT (OPC):


OPC, popularly know as grey cement has 95% clinker and 5% of gypsum and other materials. It contains for 56% of the total consumption. White cement is a variation of OPC and is used for decorative purposes like rendering of walls, flooring etc. Contains a very low proportion of oxide. PORTLAND POZZOLONA CEMENT (PPC): PPC has 80% clinker, 15%pozzolona and 5% gypsum and accounts for 18% of the total cement consumption. Pozzolona has siliceous and aluminous materials that do not possess cementing properties in the presence of water. It is cheaply manufactured

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Customer Satisfaction towards Zuari Cements because it uses fly ash / burnt clay/ coal waste as the ingredient. It has lower heat of hydration, which helps in preventing cracks where large volumes are being cast.

PORTLAND BLAST FURNACE SLAG CEMENT (PBSFC):


PBSFC consist of 45% clinker, 50% blast furnace slag and 5% gypsum and accounts for 10% of the total cement consumed. It has a heat of hydration even lower than PPC and is generally used in construction of dams and similar massive constructions.

SPECIALIZED CEMENT:

Oil Well Cement: Is made from clinker with special additives to prevent any
porosity.

RAPID HARDENING PORTLAND CEMENT:


It is similar to OPC, except, that it is ground much finer, so that casting, the compressible strength increases rapidly.

WATER PROOF CEMENT:


OPC, with small portion of calcium separate or non- specifiable of to impart waterproofing properties.

CEMENT INDUSTRY IN INDIA


OVERVIEW
1.

Indian cement industry data back to 1914-first unit was setup at Proddatur with a capacity of 1000 tones.

2.

Currently India is ranked second in the world with an installed capacity of 114.2 million tones.

3.

Current per capita consumption-85 pages. Against world standard of 256 kgs.

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Customer Satisfaction towards Zuari Cements


4.

Cement grade limestone in the country reported to be 89 bit. A large proportion however is unexplainable.

5. 6.

55-60% of the cost of production is govt control. Cement sales primarily through a distribution channel. Bulk sales account for < 1% of the total cement produced.

7.

Ready mix concrete a relatively nascent market in India.

CEMENT INDUSTRY: STRUCTURE


Installed capacity 114.2 mn tones per annum, Production around 87.8 mn tones.

Major cement plants


Companies:59 Plant: 116 Typical installed Above 1.5 mntpa. Total installed capacity: 1.05 mntpa Production 98-99:81.6 mntpa. Excise: Rs 408 tones capacity for

Mini cement plants


Nearly 300 plants Located in Gujarat, Rajasthan, MP.AP plant: Typical capacity < 200 tpd installed capacity around gmm. Tones Production around : 6.2 mn tones Excise : Rs 250/ tone Mini plants were meant to tap scattered

limestone reserves. All India reach through multiple plants However most set up in A.P. Export to Bangladesh, Nepal, Srilanka, Most use vertical Kiln technology UAE and Mauritius Strong marketing network, tie ups with Production cost/ tone- Rs 1,000 to 1,400 customers, contractors Wide spread distribution network Infrastructural facilities not to the best Sales primarily through the Consumer

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Customer Satisfaction towards Zuari Cements channel However, cement consumption per capita in our country at about 99-kg/ capita is one of the Lowest. The world average is about 267 kg/ capita. While that of china is 450 kg / capita. Similar in Japan its 631 kg/ capita while in France it is 447 kg / capita.

Production:
1. Excess capacity exists, through some units are sick. 2. 1999-2000 production expended to reach 95 mn tones 3. Exports around 2 mn tones. 4. Cement manufactured through the wet, semi-dry or process. 5. Dry process accounts for 90% of the installed capacity. 6. Wet process popular in the past- better control over mixing of raw materials.
7. Dry process replacing the wet process as it is space saving energy efficient and economical.

Prices
a. Price fluctuations. b. Essentially determined by demand. c. Prices also vary with grades

AVERAGE MAXIMUM RETAIL PRICE

Delhi
Amount ( Rs.)

Calcutta
Amount ( Rs.)

Chennai
Amount ( Rs.)

Bangalore
Amount ( Rs.)

Aug 1999 Sep 1999 Oct 1999 Nov 1999 Dec1999

137 137 136 136 128

146 139 125 125 117

175 175 175 172 160

170 161 161 140 136

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Customer Satisfaction towards Zuari Cements Jan 2000 120 140 136

1.
2.

Over 370 companies in the organized sector. However, industry dominated by 20 companies who account for ever

70% of the market. 3. Individually no company accounts for over of the market

Manufacturing Process:

Cement is manufactured by using the wet, semi dry and processes. The wet process was popular in the past as it provided better control over materials mixing process. However, the dry process has now gained popularity globally because it is space saving, energy efficient and economical.

Capacity Distribution and Consumption Norms Capacity (TPD)


282486 13910 5260 301656

Process
Dry Semi-Dry Wet Total

Power % of total
93 5 2 100

Fuel Kcal/kg
750-800 900-1000 1300-1600

KHz/MT
120-125 115-120 110-115

GEOGRAPHICAL DISPERSION

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Customer Satisfaction towards Zuari Cements

Limestone is the most important material input into cement manufacture. The plant locations are primarily determined based on the proximity of cement grade limestone deposits. These limestone deposits have been classified as cluster, some of which overlap two states.

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Customer Satisfaction towards Zuari Cements

Cluster Wise Installed Capacity (Large Plants)

Capacity Cluster
Satna

State
MP MP Karnataka/AP Maharashtra/AP Rajasthan/MP AP AP

No of plants (mn tpa)


8 7 12.18 11.16 7.82 7.49 7.45 5.85 5.40 57.37 (52.5%) 52.75 (47.5%) 110.10

Ballarpur
Gulbarga Chandrapur Chanderia Nalgonda Yerraguntla Sub total Non cluster Total

7
7 8 4 50 63 120

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PRODUCTION CAPACITY
Cement plant with a capacity of up to 0.3 mntpa are classified as mini cement plants and are eligible for concessional excise duty. Though the minimum economic size of a cement plant is 1 mntpa, there are over 300 white and mini cement plants in India a collective capacity of only 9 mntpa (8% of the total domestic installed capacity). Most of the new cement plants being set up have a capacity of 1 mntpa or more. The average cost of setting up a mini cement plant is about Rs 1400 per ton, while for large cement it is about Rs 3500 per ton.

Ready mix concrete: Industry


1. RMC-ready to use concrete, a blend of cement, sand and aggregate and water mixed in convenient proportion. 2. Launched first in Mumbai a few years ago is gaining in other metros in India. 3. Typical cost of a plant- Rs. 7.8 crs (US $ 1.6 to 1.8 mn) to set up a 100 cubic meter (cum) plant with 4-5 transit mixers. Gestation period is around 3-4 months
4. Currently RMC is at a very nascent stage, accounts for 0.5% of the demand.

Company
ACC RMC Ready mix L&T Fletcher Challenge HCC Unitech Jog Construction Starmnac Madras Cement Birla Cement

No of plants
13 4 5 3 2 2 1 1 1 1

Capacity ( cu m/hr)
712 440 330 320 240 150 120 120 56 30

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Customer Satisfaction towards Zuari Cements

Three units of ACC to be commissioned

Companies planning to enter this Market:


1. Priyadharshini Cements in Hyderabad. 2. Saurashtra Cements in Navy Mumbai. 3. Pioneer a world leader entering the market 4. Capacity additions expected in the next few years 5. ACC plans to treble its capacities. 6. Grasim is setting up four more plants.
7. L & T plans to add another eight more.

Concerns:
Cement industry going through a consolidation phase in the last few years.

Transportation:
1. Transportation costs high-freight accounts for 17% of the selling and distribution cost. 2. Road preferred for transportation for distances less than 250 kms. However, industry is heavily dependent on roads are the railway infrastructure is not adequate shortage of wagons.

Capacity additions:
1. Acquisitions have been the mainstay of the business.

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Customer Satisfaction towards Zuari Cements


2. Regional imbalance resulting in cross regional movement-limestone availability

in Pockets has led to uneven capacity additions. 3. Capacity additions have slow down.

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Customer Satisfaction towards Zuari Cements

Industry inputs:
1. 2. 3. 4. 5. Highly capacity intensive industry. Nearly 55-60% of the inputs controlled by the controlled. Facing problems due to power shortage. Coal availability the quality affecting production. Mini plants realization of the revenue lower large plants, survival

difficult.

Future out look


Most economic forecasts for the Indian cement industry indicate a favorable outlook for the Indian cement sector. With no significant addition expected, the supply demand position is expected to the better balanced. Retail housing segment is expected to show significant demand growth over the next two year. With the industrial production showing an upward trend, housing construction showing a sign so revival and the government gearing up to spend more on infrastructure, the sector looks favorably poised. The overall demand growth is expected to about 7-8 per cent. Withdrawal of sales tax benefits for the new units will give an added push to consolidation via acquisitions. Consolidations will be more regional, with companies seeking to gain dominance in their chosen regions. Indias per capital cement consumption is less than 100 kg compared to the world average of 250 kg. Currently, the total cement demand in India is lower than the total capacity. The cement manufacturers association of India projects a demand of 101 mn tap in 2000-01 as against 93 mn yap last year. Against this, the total installed capacity is 109 mn tap. However seven million tones of Cement Corporation of India and two million tones of UP cement are lying ideal. An 8-10 per cent growth is projected in the coming years, which will take the demand to 200 million tones in 10 years.

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Customer Satisfaction towards Zuari Cements A focus on more value added products likely Ready Mix Concrete (RMC) is emerging. RMC is a compound in which sand, gravel additives and water are added to cement and sold as readymade concrete. Cement products benefit from RMC production as it involves low capital expenditure. The cost of setting up a 100 metric cube per hour plant is in the range of Rs 70 to 90 mn. While the central government has declare a zero excise duty on RMC, the Maharashtra government has made it mandatory to use RMC in construction of all the flyovers. With these measures, the total; RMC consumption is expected to touch 6 per cent of total cement capacity in next four year. To tap is existing potential, leading cement manufacturers in the country like L & T and ACC have already announced their plans to expand their RMC capacities is coming years. Next cost cutting measure appears to be transporting bulk cement. This method is cement transpiration is preferred by cement manufacturers as it results in lower packaging costs, hence lower demurrage costs. At present, cement is predominantly sold in 50 kg bags. But the pattern appears to the changing as cement manufacturers have increasingly started selling cement in bulk, especially in cities where construction activity as it is peak. Most of the cement sold in bulk is currently used by the ready mix concrete plants. Cement consumed in bulk could help save about Rs 110 per tone (Rs 5.50 per 50 kg bag) compared to the use of conventional bags. Around the world, almost 80% of the cement transportation is carried out in bulk form. But in India, only about 1%of total cement is transported in this form. This is because of the attendant problems like inadequate infrastructure in the form of port facilities and lack of timely availability of wagons from the railways. Cement packaging costs accounts for nearly 4 per cent of total costs for a cement manufacturer. The industry will see more action on the mergers and acquisition front. So far, the market has seen only two major international players. Lafarge and Cement Francais, in action. But others, such as CEMEX and the big daddy, Holders Bank are waiting in the wings. These global players are; looking towards getting a foothold in the Indian market, offering a higher acquisition price than the international standards. Within the

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Customer Satisfaction towards Zuari Cements next three to five years the industry is expected to be dominated by five six big players and less than ten companies in all, both Indian and foreign.

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Customer Satisfaction towards Zuari Cements

COMPANY PROFILE
This cement division project in 1978 and according to the Texaco it has taken the steps for acquiring the land at YERRAGUNTLA in KADAPA dist. in 1982. Constructing activity is started and the cement plant is completed in March 1985. Texaco is started production at clinker by March 1985. Original plant capacity was 5 lakh tones per annum at first. The Zuari cement is strategically located at Yerraguntla. The plant location existence of 6km from Yerraguntla. It is connected to the railway station on by a railway track of 7 km length and is having on exchange plant inside the factory; plant is connected to the nearest highway by 0.2 km land private load. Basically this is belongs to DR.K.K. Birla. In 1994 January 1, this cement unit of Texaco being handed over to Zuari agro chemical industry. Under working agreement on 7-2-95. This unit is sold by Texaco to Zuari in 1997 company has conceives expansion project investing 370 crores and making increasing rated capacity from 5 lakh to 7 lakh. This project was completed by formally 1999 and in fact from14-2000. Company entered in agreement with joint venture partner with Italy cement with 50% of partnership and working agreement. The Group has strength of 22,300 employees worldwide. 62 cement plants.

14 Grinding Units. 4 stand alone terminals. 147 aggregate quarries. 575 concrete batching units.

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Customer Satisfaction towards Zuari Cements

Part of the prestigious Dr.K.K.Birla Group a Rs 4000 crores conglomerate Zuari cement as within a short time span made its presence felt in the cement industry. It has done so by making top quality cement. Consistently, Cement that has won the confidence and trust of millions in the country. This commitment to quality has being it grow from a modest 0.5 million ton capacity in 1995 to 2 million tons today. Zuaries quality drive originates in its state of the are cement plant, situated at yerraguntla; Renewed for rich Narji limestone deposits, this plant is cement manufacturers envy. Yet, strategic location is just factor contributing to Zuari success. There are other equal important reasons. Superior work force. Cutting-edge technology. Decentralized quality assurance teams. All this combine seamlessly to ensure that every bag of cement. That leaves the plants is of consistent quality, and worthy of bearing the zuari label. World Wife excellence with ital cement.

Zuari industries ltd has entered into 50:50 joint venture with Ital cement group, the largest producer and distributor of cement in Europe and one of the leaders in cement production in the world. Ital cementi operates in 19 countries including Canada, France, Italy, Morocco, USA and Bulgaria. Italic cements global industrial network includes more than 50 cement plants, 500 concrete batching units 150 quarries. Zuari joint with Ital cement gives Sri Vishnu cement a global technological advantage which reflects in finesses of every grain of Sri Vishnu cement.

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Customer Satisfaction towards Zuari Cements

History of Zuari cements: 1. Zuari cement was started in 1994 to operate the cement plant of Texaco Ltd. Subsequently, Texacos cement business was taken over by the company in 1995. 2. Zuari cements manufacturing facility at yerraguntla in Andhra Pradesh is one of the largest in south India and places Zuari cement among the top 5 manufacturers in the south. 3. In 2000, Ital cement group the second largest producer and distributor of cement in Europe and fifth largest cement producer in the world enter into a joint venture with Zuari cement and Zuari cement Limited was formed.

COMPETITORS:
1. 2. 3. 4. 5. 6. CORAMANDAL CEMENT MAHA CEMENT NAGARJUNA CEMENT LANCO CEMENT ULTRATECH CEMENT PENNA CEMENT, etc.

Joint venture with Ital cementi:


The scenario of mergers and acquisitions is still vast in the cement industry. The entry of many multinationals. The other MNCs planning to enter the Indian market and consolidation of the companies in India has been forcing mergers in the cement industry. Now company is under joint venture having rated capacity of 17 lakhs per annum. Ital cements group CCBs mother company ( Companies des cements ), and the Zuari Industries Ltd (ZIL) of India have reached an agreement to create a 50:50 joint venture which will assume the cement activities of ZIL, consisting of the cement plant of yerraguntla, in Andhra Pradesh.

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Customer Satisfaction towards Zuari Cements

Location of the plant:


Cement and its raw materials namely coal and lime stone, are all bulky that make transportation difficult and uneconomical. Given this, cement plants are located close to both sources of raw materials and markets. Most of lime stone deposits in India are located in Madhya Pradesh, Rajasthan, Andhra Pradesh, Maharashtra and Gujarat. There is a trade-off between proximity to markets and proximity to raw materials due to which some cement plants have been setup near big markets despite lack of raw materials. Zuari cement industries ltd., is located at Krishna Nagar, in Yerraguntla, Kadapa district. It was nearest to the railway station and also nearest to the road. It was 6 km distance to yerraguntla. Location of the plant at this place is having the following advantages. Location in industrial belt of Rayalaseema with sophisticated facilities like water. Present of best suited limestone proved scientifically for cement. Low free limestone to ensure reduce surface cracks. Low heat of hydration from better soundness. Low magnesia content to ensure reduced tensile cracks. Specially designed setting time to suit Indian working conditions.

PRODUCTION:
Cement production during the period has also increased from about 72.23 Million tons about 90 million tons in 2005-2006 excluding the contribution of mini cement plants.

RAW MATERIALS:
The actual requirements of raw material at 100% capacity utilization would be; 1. 12.5 million tons of limestone per annum. 2. 70000 tons of Gypsum per annum. 3. 39000 tons of Bauxite per annum. 4. 20000 tons of Iron ore per annum.

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Customer Satisfaction towards Zuari Cements 1. 2. 3. 4. The limestone is major component required for the plant is net from the Gypsum is procured from fertilizer factories at Madras and Cochin. Iron is soured partly from mini steel plants located at Tirupathi and partially Bauxite is procured from Goa, Karnataka and Maharashtra.

mines located adjacent to the proposed site.

from Bellary.

POWER:
Maximum estimated power demand is 45 M.V. The company has an existing contract 50 M.V demands APSEB, the plant presents has D.G sets with an aggregate general capacity of 12.6 M.V.

WATER:
Water is required for seeds of consumption make for plant and machinery for general need in plant. Company has a pumping station and underground bore wells near Hanuman Gutta village at Penna River to tap the undergrounds water in riverbed.

TRANSPORT:
The factory is when connected to different part of the country through rail and road facilities is near to Yerraguntla railway station and has a railway lint to the factory with an extern point within the factory premises 605 of the cement is dispatched by rail gal is received through rail. The plant is connected to the nearest state highway to Bangalore, Hyderabad and Chennai.

MANPOWER:
Existing plant has a total of 500 employees. After and addition of employees may be required.

QUARRY:
It is situated adjacent to the factory. It constituted limestone, one of the major materials for cement industry. The quarry has a mining base area of 1027.56 acres.

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Customer Satisfaction towards Zuari Cements

S.No

Description

Massive (MT) Flagged Total (MT) grade limestonestone(MT)

Total reserves of limestone 36 blocks Un workable limestone due to mining obstacles Workable reserves

108442

9.894

118.36

29530

2540

32.07

79912

7354

86.266

Chambal fertilizers and chemicals ltd (CFCL) promoted by Zuari industries ltd., has set up a large gas based area manufacturing plant at Gadapan about 35 km from Keta, a major industrial town of Rajasthan state in India. CFCLs plant is a state-of-the-are-high-tech complex built at a cost of Rs.12.67 billions. Spread over an area of 1105 acres (or 447 hectares 4.47 sq.kms), containing the manufacturing units offsite facilities including captive power plant, railways siding and amenities like residential complex, club, school, etc in a pleasant and green surroundings snamprogetti of Italy and Haldor topsoe of Denmark provided the technical know-how and Engineering and other services for Ammonia and urea plant while off-site facilities were built mainly by Tokyo engineering India ltd. The enterprise value of the unit has been pegged at Rs. 740 crores. The creation of this joint venture company is a new step in the international of the Ital cement group in Asia. It is a new opportunity for the group, to further increase its presence in the emerging countries by entering the promising Indian market, the third largest in the world. In combination with a very important partner says a release issued by laggard who advised ital cement on the deal.

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Customer Satisfaction towards Zuari Cements Here are 6 of the many reasons why Zuari 53 grade and 43 grades cement edges out its competitors. 1. 2. 3. 4. 5. 6. High compressive strengths. Low heat of hydration. Better soundness. Lesser consumption of cement for M-20 concrete grade and above. Faster de-shuttering of formed work. Reduced construction time. With a superior and wide range of cement catering to very conceivable building need, Zuari cement is a formidable player in the cement market. Here are just a few reasons why Zuari cement is chosen by millions in India. Ideal raw materials Low time and magnesia content and high proportion of silicates Greater fineness Slow initial and fast final setting Wide range of applications Quality customer service

A wide range to address every need:


Residential, commercial, multistoried buildings and complex. Mass concreting-dams, canals, spillways Construction and repair of pavements, roads, flyovers and runways. Spun pipes and poles manufacturing Cold weather concreting Pre-fabricated elements such a pipes, sleepers, windows, door frames etc.

Quality customer service:


In an effort to reach out to customers better, Zuari cement as set up a technical cell named Zuari home partner. This cell gives guidance in the field of building. Technology, architecture, housing finance and economical usage of the high quality. Technical experts provide the assistance according to the individual requirements. So that customers get the best value for the investment they have

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Customer Satisfaction towards Zuari Cements made.

Products
Zuari Cement manufactures and distributes its own main product lines of cement .We aim to optimize production across all of our markets, providing a complete solution for customer's needs at the lowest possible cost, an approach we call strategic integration of activities. Cement is made from a mixture of 80 percent limestone and 20 percent clay. These are crushed and ground to provide the "raw meal, a pale, flour-like powder. Heated to around 1450 C (2642 F) in rotating kilns, the meal undergoes complex chemical changes and is transformed into clinker. Fine-grinding the clinker together with a small quantity of gypsum produces cement. Adding other constituents at this stage produces cements for specialized uses.

Zuari Cements range of cement

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Customer Satisfaction towards Zuari Cements

Process Technology, the Solid Foundation


The culture of quality that has always prevailed in Zuari Cement's manufacturing facilities is best exemplified in the process technology employed. Advanced technology methods are used to ensure that a high level of quality is attained and sustained right through the manufacturing process. Yet, these high standards are constantly improved upon by an experienced and dedicated R&D team to attain performance oriented cement The process Technology Advantages

Complete homogenization of limestone is achieved by stacking the limestone in stock-plies with the use of stackers and reclaiming it through reclaimers. The optimum ratio of raw mix is attained by the use of X-ray analyzer and automatic weigh feeder which are linked to the centralized computers control room.

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Customer Satisfaction towards Zuari Cements

BOARD OF DIRECTORS

DIRECTORS

: Saroj Kumar Poddar, Chairman


Rodolfo Danielle Yves Rene Nanot Goran Siefert Maurizio Caneppele, Managing director Raghunathan Vishwanathan

EXECUTIVES

: Director-Marketing
Director-Technical Vice President

; K. Srivasthava : P. Sheoran : S. Suresh

COMPANY SECRETARY BANKERS

:
:

L.R Neelakanta

State Bank of India, Andhra bank, BNP Paribas, Standard chartered Bank, State Bank of Hyderabad.

AUDITORS FACTORY

: :

BSR & Co., Chartered accountants Bangalore Krishna Nagar, Yerraguntla,

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Customer Satisfaction towards Zuari Cements

STRUCTURE OF RESEARCH METHODOLOGY


RESEARCH DESIGN DATA SOURCES RESEARCH APPROACH RESEARCH INSTRUMENT CONTACT METHOD SAMPLING PROCEDURE POPULATION SIZE SAMPLE SIZE STATISTICAL TOOL : : : : : : : : : Descriptive Primary data, Secondary data Survey method Structured questionnaire Personal Random Sampling Consumers in Kadapa dist 40 Consumers, 20 Dealers.

Simple Percentage

DATA SOURCES:
The data sources obtained for the research study is Primary data Secondary data

Primary data is obtained from interacting and interviewing Consumers of cement in Kadapa dist. Secondary data is obtained from company in the form of records, company, websites, company newspapers etc.

NEED FOR THE STUDY:


The project is deal with various aspects of the consumers in regard to the requirements that will enable them to improve utilization of the product. This study helps to analyze the current situation faced by the consumers while dealing with product (Zuari cement). In this context the dealers and consumers of KADAPA .I surveyed and the study only restricted to KADAPA.

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Customer Satisfaction towards Zuari Cements

OBJECTIVES OF THE STUDY


To understand the customer satisfaction levels with zuari cement Ltd. To identify the factors influencing the customers to deal with zuari cement Ltd To identify the customers suggestions with respect to zuari cement Ltd. To understand the marketing strategies adopted by zuari cement Ltd. To understand the different services provided by zuari cement Ltd.

SCOPE OF THE STUDY


The project is deal with various aspects of the consumers in regard to the requirements that will enable them to improve utilization of the product. This study helps to analyze the current situation faced by the consumers & dealers while dealing with product (Zuari cement). In this context the consumers& dealers of Kadapa dist.I surveyed and the study only restricted to Kadapa dist.

LIMITATIONS OF THE STUDY


It is primarily a micro level study. Due to constraints of time only Kadapa dist is selected and so it cannot claim to be a comprehensive study of the population. The sample size is restricted to 60 respondents. The data is obtained through a structured questionnaire and it has its own limitations in its analysis and interpretation. Some respondents did not provide the requisite information pertaining to the questionnaire.

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Customer Satisfaction towards Zuari Cements

SAMPLE SIZE:
The sample size of the project is 100 Costumers.

SAMPLING METHOD:
Random sampling method of sampling was adopted to get over the limitation. The researcher followed the sampling technique, sample random sampling method for the study.

SAMPLING UNIT / AREA:


The survey was conducted in KADAPA.

RESEARCH INSTRUMENT / TOOL:


The research tool of the project is questionnaire. This research used structured questionnaire with question of Open- ended question.(Saying the words through mouth) Closed-ended question.(opinion Type) Multiple-choice question.(Options Type)

RESEARCH APPROACH:
Survey method

CONTACT METHOD:
Personal / direct

STATISTICAL TOOL:
In this research various percentages are identified in the analysis and they are represented pictorially by the way of bar diagrams in order to have a better quality. NO OF RESPONDENTS ______________________ TOTAL NO OF RESPONDENTS *100

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Customer Satisfaction towards Zuari Cements

CONCEPTUAL FRAME WORK OF CUSTOMER SATISFACTION:

Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."

The CUSTOMER SATISFACTION is related to the marketing mix and its variables. They may be broadly classified as follows:
PRODUCT PRICE PLACE (DISTRIBUTION) PROMOTION

PRODUCT VARIABLES:
1. Product line and range 2. Quality, demand, features, design, models, style, appearance, size. 3. Warranty of product. 4. Packaging, type of material, size, appearance and label, new products 5. Branding & trade mark 6. Merchandising 7. Service, presale and after sale. PRICE VARIABLES: Pricing policies, levels of prices, levels of margins, discounts and rebates, resale price maintenance, terms of delivery payment, credit terms and installment facilities.

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Customer Satisfaction towards Zuari Cements

PLACE VARIABLES:

Channels of distribution, type of intermediaries, channel policy and design. Location of outlets, channel remuneration and Customer principles relations, physical distribution, transportation etc.
PROMOTIONAL VARIABLES:

Advertising, media mix budgets, allocations and programmers. Sales promotion efforts, display, contests, trade promotions, publicity and public Relation. Personal setting, objectives, levels of efforts, quality of sales force, cost level, level of motive.

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Customer Satisfaction towards Zuari Cements

DATA ANALYSIS OF CONSUMER RESPONSES


Table No.1 The Level of satisfaction with Zuari cement ?

S.No. 1 2 3 4

OPINION

NO OF. RESPONDENTS 9 20 8 3

PERCENTAGE % 22.5 50 20 7.5 100

Excellent Good Average Poor Total

40 GRAPH: 1

LEVELS OF SATISFACTON WITH ZUARI CEMENT


60 50 40 30 20 10 0 Excellent Good Average Poor OPINION

Inference: From the above table, it can be inferred that, 22.5% of respondents felt the satisfaction level with zuari cement is excellent. 50% felt satisfaction level with zuari cement is good. 20% felt satisfaction level with zuari cement is average and 7.5% felt the satisfaction level with zuari cement is poor.

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NO OF RESPONDENTS

Customer Satisfaction towards Zuari Cements

TABLE: 2statement showing the Repurchase level of Zuari Cement in future? S.No. 1 2 3 Options Very Likely Neutral Very Unlikely Total No. of Respondents 12 25 3 40 Percentage 30 62.5 7.5 100

GRAPH 2:
REPURCHAGE OF ZUARI CEMENT IN FUTURE
70 60 50 40 30 20 10 0 Very Likely Neutral YEARS Very Unlikely RESPONDENTS

Inference: From the above table, it can be inferred that, 30% of respondents are very likely to repurchase the zuari cement in future. 62.5% respondents are neutral on repurchase of zuari cement in future. 7.5% respondents are very unlikely on repurchase of zuari cement in future.

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NO OF

Customer Satisfaction towards Zuari Cements

TABLE: 3 Statement showing the attitude of Recommendation to friends & colleagues by the consumers? S.No. 1 2 3 Opinion Certainly Recommended Neutral Certainly Not Recommended Total No. of Respondents 17 17 6 40 Percentage 42.5 42.5 15 100

GRAPH 3:
NO OF RESPONDENTS

RECO ENDA N TO FRIENDS M TIO &CO LLEA UES G


50 40 30 20 10 0 Certainly

Recommende

Recommende

Certainly Not

Neutral

OPINION

Inference: From the above table it can be inferred that, 42.5% of respondents expressed interest in recommending certainly to friends and colleagues. 42.5% of respondents expressed that they are neutral to recommend the Zuari cements to friends and colleagues & 15% of respondents expressed dis-interest recommending the Zuari cements to friends and colleagues.

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Customer Satisfaction towards Zuari Cements

4. Please rate the Importance of each of the following services provided by Zuari Cement? TABLE: A) statement showing the Timeliness of delivery. S.No. 1 2 3 4 OPINION Excellent Good Average Poor Total NO OF. RESPONDENTS 5 20 9 6 40 PERCENTAGE % 12.5 50 22.5 15 100

GRAPH: 4.1

TIMELINESS OF DELIVERY
NO OF RESPONDENTS 60 40 20 0 Excellent Good Average Poor OPINION

Inference: From the above table it can be inferred that, 12.5% of respondents felt the timeliness of delivery is excellent. 50% felt timeliness of delivery is good. 22.5% felt timeliness of delivery is average and 15% felt the timeliness of delivery is poor.

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Customer Satisfaction towards Zuari Cements

TABLE: B) statement showing the Right Quantity of delivery. NO OF. RESPONDENTS 8 17 13 2 Total 40 PERCENTAGE % 20 42.5 32.5 5 100

S.No. 1 2 3 4

OPINION Excellent Good Average Poor

GRAPH 4.2
RIGHT QUANTITY OF DELIVERY
50 40 30 20 10 0 Excellent Good Average OPINION Poor NO OF RESPONDENTS

: Inference: From the above table it can be inferred that, 42.5% of respondents felt the delivery of right quantity is excellent. 32.5% felt the delivery of right quantity is good. 20% felt the delivery of right quantity is average and 5% felt the delivery of right quantity is poor.

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Customer Satisfaction towards Zuari Cements

TABLE: C) statement showing the Quality Assurance of Zuari cement.

S.No. 1 2 3 4

OPINION Excellent Good Average Poor Total

NO OF. RESPONDENTS 15 11 12 2 40

PERCENTAGE % 37.5 27.5 30 5 100

GRAPH 4.3:
QUALITY ASSURANCE
NO OF RESPONDENTS 40 30 20 10 0 Excellent Good Average Poor OPINION

Inference: From the above table it can be inferred that, 37.5% of respondents felt the quality assurance is excellent, 27.5 % felt quality assurance is good.30% felt quality assurance is average and 5% felt the quality assurance is poor.

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Customer Satisfaction towards Zuari Cements

TABLE: D) Statement showing the level of Information OR Communication by Zuari Cement to consumers. NO OF. RESPONDENTS 3 15 12 10 Total 40 PERCENTAGE % 7.5 37.5 30 25 100

S.No. 1 2 3 4

OPINION Excellent Good Average Poor

GRAPH 4.4:
INFORMATION OR COMMUNICATION
NO OF RESPONDENTS 40 30 20 10 0 Excellent Good Average Poor OPINION

Inference: From the above table it can be inferred that, 7.5% of respondents felt the information or communication provided by the company is excellent. 37.5% felt the information or communication provided by the company is good. 30% felt information or communication provided by the company is average. And 25% felt the information or communication provided by the company is poor.

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Customer Satisfaction towards Zuari Cements

Data Analysis of the Dealers / Retailers Responses


TABLE: 1) Statement showing the Time of dealing with Zuari Cement? S.No. 1 2 3 Years 0-10 Years 10-20 Years 20-30 Years Total No. of Respondents 15 4 1 20 GRAPH: 1
TIME OF DEALING WITH ZUARI CEMENT
80 70 60 50 40 30 20 10 0 0-10 Years 10-20 Years YEARS 20-30 Years NO OF RESPONDENTS

Percentage 75 20 5 100

Inference: From the above table it can be inferred that, 75% of respondents are dealing with Zuari Cements from past 10 years, 20% of the respondents are dealing from 10-20 years & rest 5% dealers are having long association of more than 20 years.

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Customer Satisfaction towards Zuari Cements

TABLE: 2) statement showing Average Monthly Turnover of Zuari Cement. NO OF. RESPONDENTS 7 6 5 0 2 20

S.No. 1 2 3 4 5

TONNES 0-100 Tones 100-200 Tones 200-300 Tones 300-400 Tones 400-500 Tones Total

PERCENTAGE 35 30 25 0 10 100

GRAPH: 2
AVERAGE MONTHLY TURNOVER OF ZUARI CEMENT
NO OF RESPONDENTS 40 30 20 10 0 0-100 Tones 100200300400200 300 400 500 Tones Tones Tones Tones TONNES

Inference:

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Customer Satisfaction towards Zuari Cements From the above table it can be inferred that, 35% of respondents are having up to 100 tonnes turnover, 30% respondents are having 100-200 tonnes turnover, 25% respondents are having 200-300 tonnes turnover and 10% are having 400-500 tonnes turnover.

TABLE: 3) Statement showing the dealing with other cements Brands. S.No. 1 2 Options Yes No Total No. of Respondents 13 7 20 GRAPH: 3 Percentage 65 35 100

DEALING WITH OTHER CEMENT BRANDS

35 Yes No 65

Inference: From the above table it can be inferred that, 65% of respondents are dealing with other cement brands. 35% of respondents are not dealing with other cement brands.

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Customer Satisfaction towards Zuari Cements

TABLE: 4) Statement showing the Opinion on quality of Zuari Cement. OPINION Excellent Good Average Poor Total NO OF. RESPONDENTS 15 5 0 0 20 PERCENTAGE % 75 25 0 0 100

S.No. 1 2 3 4

GRAPH: 4

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Customer Satisfaction towards Zuari Cements

QUALITY OF ZUARI CEMENT


NO OF RESPONDENTS 80 60 40 20 0 Excellent Good Average Poor OPINION

Inference: From the above table it can be inferred that, 75% of respondents felt the quality of zuari is excellent. 25% felt the quality of zuari is good, but there were no respondents to opine average and poor.

TABLE: 5) Statement showing the Timely receipt of the Supplies. S.No. 1 2 Options Yes No Total No. of Respondents 15 5 20 Percentage 75 25 100

GRAPH: 5

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Customer Satisfaction towards Zuari Cements


TIMELY RECEIPT OF THE SUPPLIES

25 Yes No 75

Inference: From the above table it can be inferred that, 75% of respondents received the supplies at right time. 25% respondents disagreed with timely of receipt of supply.

TABLE:6) Statement showing the If no specify the delay in days. NO OF. RESPONDENTS 3 2 0 0 5 PERCENTAGE % 60 40 0 0 100

S.No. 1 2 3 4

OPINION 2 Days 5 Days 1 Week 15 Days & above Total

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Customer Satisfaction towards Zuari Cements

GRAPH: 6
SPECIFYING THE DELAY IN DAYS
NO OF RESPONDENTS 70 60 50 40 30 20 10 0 2 Days 5 Days 1 Week 15 Days & above

OPINION

Inference: From the above table it can be inferred that, 60% of respondents felt the delay of supply is 2days, 40% of respondents felt the delay of supply is 5days.

TABLE: 7) Statement showing the is there Company Executives visit frequently to you? NO OF. RESPONDENTS 12 7 1 0 20 PERCENTAGE % 60 35 5 0 100

S.No. 1 2 3 4

OPINION 15 Days Once Monthly Once 2 Months Once 3 Months & Above Total

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Customer Satisfaction towards Zuari Cements

GRAPH: 7
COMPANY EXCUTIVES VISITINGS
NO OF RESPONDENTS 80 60 40 20 0 15 Days Once Monthly Once 2 Months Once 3 Months & Above

OPINION

Inference: From the above table it can be inferred that, 60% of respondents opined the company executives visit 15days once. 35% felt company executives visit monthly once and 5% felt the company executives visit 2months once.

TABLE: 8) Statement showing the lead time offered by the Company. NO OF. RESPONDENTS 15 3 2 0 20 PERCENTAGE % 75 15 10 0 100

S.No. 1 2 3 4

OPINION 1 Week 2 Weeks 3 Weeks 1 Month Total

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Customer Satisfaction towards Zuari Cements

GRAPH: 8
LEAD TIME OFFERED BY ZUARI CEMENT
NO OF RESPONDENTS 80 60 40 20 0 1 Week 2 Weeks 3 Weeks 1 Month OPINION

Inference: From the above table it can be inferred that, 75% of respondents said that the company offered one week lead time, 15% of respondents said that the company offered two weeks lead time, 10% of respondents said that the company offered three weeks lead time.

TABLE: 9) Statement showing the Credit Facilities offered by the Company? S.No. 1 2 Options Yes No Total No. of Respondents 6 14 20 Percentage 30 70 100

GRAPH: 9

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Customer Satisfaction towards Zuari Cements

C R E D IT F E C IL IT IE S OF F E R E D B Y C OM P AN Y

30 Yes No 70

Inference: From the above table it can be inferred that, 70% of respondents expressed they did not receive any credit facilities from the company, where as 30% expressed they received the credit facilities from the company.

TABLE:10) Statement showing the Suggestions towards the Zuari Cement. S.No. 1 2 Options No comments Comments Total No. of Respondents 18 2 20 Percentage 90 10 100

NOTE: two respondents expressed two suggestions to Zuari cements. Damages of the packages

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Customer Satisfaction towards Zuari Cements Market price is increasing but, at the same time profits does not increase in The same proportion. GRAPH: 10

Inference: From the above table it can be inferred that, only 10% of respondents has given suggestion for the problem faced by zuari cement and 90% has no problem with the zuari cement.

TABLE:11) Statement showing the Inference to continue as a dealer for Zuari Cement.

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Customer Satisfaction towards Zuari Cements

S.No. 1 2 3 4 5

OPINION Promotional Campaigns Quality assurance Credit Terms Company Policy Margins Total

NO OF. RESPONDENTS 0 18 0 0 2 20

PERCENTAGE 0 90 0 0 10 100

GRAPH: 11
INFERENCE TO CONTINUE AS A DEALER FOR ZUARI CEMENT
NO OF RESPONDENTS 100 80 60 40 20 0

Promotional Campaigns

Company Policy

Quality assurance

OPINION

Inference:

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Margins

Credit Terms

Customer Satisfaction towards Zuari Cements From the above table it can be inferred that, 90% of respondents Felt the reason to continue as dealer for Zuari cement is Quality assurance. 10% felt the reason to continue as a dealer for Zuari cement is margins.

TABLE:12) Statement showing the Responsiveness of Zuari Employees. OPINION Excellent Good Average Poor Total NO OF. RESPONDENTS 3 10 5 2 20 PERCENTAGE % 15 50 25 10 100

S.No. 1 2 3 4

GRAPH: 12

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Customer Satisfaction towards Zuari Cements

RESPONSIVENESS OF ZUARI EMPLOYEES


NO OF RESPONDENTS 60 40 20 0 Excellent Good Average Poor OPINION

Inference: From the above table, it can be inferred that 15% of respondents felt the responsiveness of Zuari Employees is Excellent. 50% felt responsiveness of Zuari employees is good. 25% felt responsiveness of Zuari employees is average and 10% felt the responsiveness of the Zuari employees is poor.

TABLE:13) Statement showing the Customer Service Provided by Zuari Cement. OPINION Delighted Satisfied Neutral Dissatisfied Total NO OF. RESPONDENTS 1 19 0 0 20 PERCENTAGE % 5 95 0 0 100

S.No. 1 2 3 4

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Customer Satisfaction towards Zuari Cements

GRAPH: 13
CUSTOMER SERVICE PROVIDED BY RUARI CEMENT
NO OF RESPONDENTS 100 80 60 40 20 0 Delighted Satisfied Neutral Dissatisfied OPINION

Inference: From the above table it can be inferred that, 5% of respondents felt the customer service provided by Zuari cement is delightful. 95% felt customer service provided by Zuari cement is satisfactory.

TABLE: 14) Statement showing the Delivery or Supply of Zuari Cement. OPINION Excellent Good NO OF . RESPONDENTS 5 10 PERCENTAGE % 25 50 20 5 100

S.No. 1 2

Global College Average of Engineering & Technology - Kadapa 3 4 60 4 Poor 1 Total 20

Customer Satisfaction towards Zuari Cements

GRAPH: 14
DELIVERY OR SUPPLY OF ZUARI CEMENT
NO OF RESPONDENTS 60 40 20 0 Excellent Good Average Poor OPINION

Inference: From the above table, it can be inferred that, 25% of respondents felt the delivery or supply of zuari cement is excellent. 50% felt delivery or supply of zuari cement is good. 20% felt delivery or supply of zuari cement is average and 5% felt the delivery or supply of zuari cement is poor.

TABLE: 15) Statement showing the Marketing Strategies Communicated by

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Customer Satisfaction towards Zuari Cements Zuari Cement to Dealers. S.No. 1 2 Opinion Yes No Total No. of Respondents 18 2 20 Percentage 90 10 100

GRAPH:15

Inference: From the above table it can be inferred that 90% of respondents agreed that marketing strategies communicated regularly by Zuari cement to dealers. And 10% of respondents disagreed with the marketing strategies communication.

TABLE:16) Statement showing the Replace on Zuari Cement.

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Customer Satisfaction towards Zuari Cements

S.No. 1 2 3 4

OPINION Certain High Change Low Change Never Total

NO OF. RESPONDENTS 1 0 6 13 20

PERCENTAGE % 5 0 30 65 100

GRAPH:16
REPLACEMENT ON ZUARI CEMENT
NO OF RESPONDENTS 80 60 40 20 0 Certain High Change Low Change Never

OPINION

Inference: From the above table we can conclude that the 65% respondents will never replace the Zuari cements, 30% respondents may think of possible change in future, but 5% respondents expressed a certain replacement / change in the near future.

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Customer Satisfaction towards Zuari Cements

PRICE COMPARISION OF ZUARI CEMENT WITH OTHER COMPETING BRANDS S.No Brand Name Price in Rs. 43 Grade 53 Grade

FINDINGS
1. Majority of the respondents opined that they are neutral on Zuari cements repurchase in future.

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Customer Satisfaction towards Zuari Cements 2. Majority of the respondents are Neutral to recommend the Zuari cements to recommend the Zuari cements to friends and colleagues & 15% of respondents expressed dis-interest recommending the Zuari cements to friends and colleagues. 3. Majority of the respondents felt timeliness of delivery is average and 15% felt the timeliness of delivery is poor. 4. Majority of the respondents felt the delivery of the right quantity is very rare. 5. The company is not providing proper information / communication to dealers on promotional campaigns. 6. Majority of the respondents disagreed with timely of receipt of supply. 7. There is a common complaint of delay in receipt of supplies by the dealers ranging from 2 days to 5 days. 8. As per the dealers view the lead time offered by the company is not sufficient. 9. Fair percentage of the people are not receiving credit facilities very often. 10. Majority of the respondents felt the responsiveness of the Zuari employees is very meager. 11. The supply / delivery of the Zuari cements is pretty ordinary. 12. Healthy clutter of the people are thinking of switching to another competing brand of cement in near future.

SUGGESTIONS
1. The company has to improve the logistics and supply chain management to improve the
distribution efficiency.

2. The company has to manage and reduce the delays in supply of goods to the dealers.

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Customer Satisfaction towards Zuari Cements 3. The company has to provide adequate credit facilities. 4. The company has to improve the communication of marketing strategies to the
retailers.

5. The company has to increase the sales promotion activities to counteract the
competitors effectively.

6. The company has to enhance the service quality by being empathetic, responsive and
reliable towards the consumers complaints.

7. The company executives have to visit the dealers regularly to diagnose the problems
and to find a feasible solution to them.

8. The employees of the company have to be more responsive towards the customers
problems.

9. The company has to enhance the lead time to 3 weeks ( as the majority of the dealers
are requesting for it and other companies are offering it ).

10. The company has to provide price allowances, discounts, rebates for bulk purchases,
warehousing facilities and gift schemes.

11. The company has to run the incentive and foreign tour contests more transparently. 12. The packing has to be changed to more appealing and attractive one to the customers.

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Customer Satisfaction towards Zuari Cements

CONCLUSION
After the Analysis we can conclude that majority of the customer are neutral and even more meagerly satisfied because of factors such as, delay in delivery, less lead time, mere sales promotion, irregular visits by the company representatives, lack of communication from the company to the retailers regarding the promo programs, unattractive and non-appealing packaging and deceased employee responsiveness.

Hence the company has to implement the suggestions provided to enhance the satisfaction levels of the customers and entrench long term mutually beneficial business relationship with the dealers and enhance long run success of the firm.

Annexure - I

QUESTIONNAIRE (Consumers)
NAME : SHOP NAME AND ADDRESS : PHONE NO : E-MAIL :

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Customer Satisfaction towards Zuari Cements 1.How satisfied you with the Zuari cement ? Excellent Good Average Poor

2.How likely is that you use Zuari cement again in the future? Very likely neutral Very unlikely

3.How likely would you be to recommended Zuari cements to your friends & colleagues? Certainly recommended Neutral Certainly not recommended 4.please rate the importance of each of the following services provided by the Zuari cement? A )Timeliness of delivery Excellent Average b)Right quantity of delivery Excellent Average c)Quality assurance Excellent Average d)Information or communication Excellent Average Good Poor Good Poor Good Poor Good Poor

QUESTIONNAIRE (Retailers/Dealers )
NAME : SHOP NAME AND ADDRESS : PHONE NO : E-MAIL : 1.Since how long you are dealing with Zuari cement?

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Customer Satisfaction towards Zuari Cements ____________________years. 2.Average monthly turnover of Zuari cement in tonnes? _________________tonnes per month. 3.do you also deal with other cement brands? If yes please specify. _____________,_________________,______________,____________________. 4.how do you rate the quality of Zuari cement? Excellent Average Good Poor

5.Do you receive the supply of required quantity of cements on time ? Yes 6.what is the range of delay in supplies ? 2 2days 1 1week 5 days 15 days & above No

7.How frequently the companies executives visit to you ? 15 days once 2 Months once Monthly once 3 Months once & above.

8.What is the lead time offered by the Zuari cement ? 1 week 3 weeks 2 weeks 1 Month

9. Does the company offers you any credit facilities ? Yes No 10. Do you have any suggestions towards the credit facilities offered by the Zuari cement ? _____________________________ _____________________________ _____________________________ 11.which factors influence you to continue as a dealer for Zuari cement ?

Global College of Engineering & Technology - Kadapa 69

Customer Satisfaction towards Zuari Cements

Promotional campaigns Company policy Credit terms

quality assurance margins

12.How do you rate the responsiveness of Zuari employees to your queries ? Excellent Average Good Poor

13.How do you rate the customer service provided by Zuari cement ? 2 delighted 1 neutral satisfied dissatisfied

14.How do you rate the delivery or supply of Zuari cement ? Excellent Average Good Poor

15.Are company marketing strategies communicated to you ? Yes No

16.By considering about factors over the next 12 months how likely are you to replace your product? certain low change high change never

BIBILIOGRAPHY Philip Kotler PHI D.D.Sharma Marketing management, 11th edition, Publication, 1999. Marketing Research, 2nd edition,

Global College of Engineering & Technology - Kadapa 70

Customer Satisfaction towards Zuari Cements

S.C. & Co.Publication, 2000. A.Singaravelu & R.Senapathy

Quantitative methods in business, 1st edition, Meenakshi Agencies, 1998. Statistical Techniques, 11th edition and S.C. & co.1997.

S.P.Guptha

WEBSITES: WWW.ZUARICEMENTS.LTD WWW.GOOGLE.COM WWW.GLOBAL.ENGG.KDP

Global College of Engineering & Technology - Kadapa 71

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