CHAPTER 1

INTRODUCTION AND DESIGN OF THE STUDY

1.1INTRODUCTION
In the realm of construction materials, cement stands as a fundamental
element, shaping the durability and strength of structures. This study embarks on a
exploration of user satisfaction towards cement, with a dedicated focus on
Sathyamangalam Town. As construction activities surge in this locale, understanding
the preferences and contentment levels of users becomes imperative.
The unique characteristics and demands of Sathyamangalam Town set the
stage for an in-depth investigation into what factors contribute to user satisfaction
regarding cement. This research endeavors to unravel the intricate dynamics of user
preferences, considering elements such as quality, pricing, availability, and brand
reputation. By delving into these aspects, the study aims to provide a comprehensive
understanding of the factors influencing consumer choices in the local construction
material market.
As the demand for quality construction materials continues to rise, this study
becomes a valuable resource for both industry stakeholders and consumers alike. By
shedding light on the specific nuances of user satisfaction in Sathyamangalam Town,
the research aims to contribute to the ongoing dialogue in the construction sector,
fostering informed decision-making and advancements in product offerings tailored
to the local context.
The Cement Industry is the world's second largest producer of cement in the
world just behind China, but ahead of the United States and Japan. But, per capital
production and consumption are low as compared to the world standards. On the
technological front, cement Industry can be regarded as highly competitive and is
comparable with the best in the world in terms of quality standards, fuel
consumptioetc.
cement plants, which depended heavily on wet technologies in the sixties and
seventies, have subsequently shifted to modern energy efficient dry technologies.
This trend is more perceptible in the last decade.
The latest surge in the demand for cement is driven by the boom in the housing
sector and infrastructure sector. It is consented to be a core sector accounting for
approximately 1.3% of GDP and employing over 0.14 million people. The post
deregulation scenario is marked by major reorganization of many of the capacities in
the Indian cement industry. Consolidation has become the latest buzzword of the
industry. Acquisitions, mergers and demergers have been the order of the day for the
industry. Many major Indian players have acquired small companies and MNCs have
also entered the industry through have acquisitions route.
 EXPORT The export of Indian cement has increased over the years mostly
after decontrol, giving the much-required boost to the industry. The demand for
cement is a derived demand, for it depends on industrial activity, real estate, and
construction activity. Since growth is taking place all over the world in these sectors,
Indian export of cement is also increasing.

India has an immense potential to tap cement markets of countries in the Middle East
and South East Asia due to its strengths of location advantage, large-scale limestone
and coal deposits, adequate cement capacity and production of world-class quality of
cement with the latest technology. Hence, the firms in the industry are capitalizing on
the opportunities,

1.2 HISTORY OF CEMENT INDUSTRYS IN INDIA

First Cement Factory of India entered into the Cement Era in 1914, when the
Indian Cement Company Ltd. Started manufacturing Cement in Porbundar in
Gujarat. However, even before that a small cement factory was established in Madras
in 1904 by a company named South India Industrial Ltd.

Cement Company Ltd produced only one type of cement which was designed
by the British standard committee as “Artificial Portland Cement”. This company
marketed its product in Mumbai, Karachi, Madras and other parts and became a
financial success.

At that time India had to import cement from England. The price of the
imported cement was higher. Some other factors such as increase in domestic
demand, reduction in supply from abroad (due to war), availability of Indian Capital,
ample raw material, Cheap labour, support of the government etc. made it a leading
industry in India in a short period of time.

In January 1915, a cement unit was started at Katni in Madhya Pradesh In December
1916, another unit at Lakheri in Rajasthan was started.
During the First World War period, cement production in these three important
factories was taken under control of the government and later the control was lifted
once the war was over. After the war, 6 more units were launched in India.

In 1924, India’s cement production was 267000 tons. However, initially this
increased production could not reduce the imports and the industry suffered a rate
war. This led to closure of many indigenous units. The Indian companies which were
away from ports or commercial centres faced the lacational disadvantage.
 The above incidents led to the industry stakeholder approach to the government
for some kind of protection. The British government constituted a Tariff board ,
which recommended protection of the indigenous industry against the dumping of the
imported cement. It recommended raising of the customs duty to 41% which was
around 15% at that time, but this recommendation was not accepted by the
government.
Key Other Landmarks in History of Cement
In 1925, first association of the cement manufacturers was formed as “Cement
Manufacturers Association“.
It was followed by “Concrete Association of India” in 1927.
In 1930 “Cement Marketing Company of India” was started and this was
followed by a quota system on the basis of installed capacity of the factories.

In 1936, all the cement companies except one i.e. Sone valley Portland Cement
Company agreed and formed Associated Cement Companies Ltd. (ACC).This was
the most important even in the history of cement industry in India. Many more
companies were established in the following years.

Before partition India had 24 factories, out of which India retained 19 factories,
which annual production of 2.1 million tons. Pakistan faced a problem at the supply
side as it had problem of disposal of the cement produced and India faced a problem
in demand side as production fell to 2.1 million tons from 2.7 million tons.

After Independence, the partition of the country had a bad impact on the
cement [Link] Expansion Scheme

In 1948, the government adopted the Cement Expansion Scheme which

envisaged new factories to increase the production. New factories were established at
Bagalkot, Jaipur, Orissa, Travancore etc. In 1950-51, there were 22 operating units
with an installed capacity of 3.3 million tons. Cement industry was given a great
importance in all the initial five year plans. The target of the first five year plan was
to raise the installed capacity to 5.4 million tons which was achieved. The industry
has grown to manifold since then.

1.3 STATEMENT OF THE PROBLEM

Cement industry plays a vital role in the people’s life in the modern world
today, because of its use in the construction of their houses, offices etc. The
customers want lower price, good quality of cement and durability of cement. There
are various brands of cements available in the market. But customers choose
particular brand of cement because they want quality of cement. In the sense the
researcher chooses cement. Purchase of cement done by customers considering
various factors. The cement can use any kind of marketing strategy but such kind of
strategy should fulfill their satisfaction for cement is relevant to the study in the
context of the above.
 [Link] are the awareness level of the cement user about the various brands?
[Link] are the factors influencing the purchase of particular brand of cement ?
[Link] the satisfaction level of cement users by using the brands of cement?
[Link] are problems faced by users of cement?

1.4 SCOPE OF THE STUDY:

This study is confined to sathyamagalam Taluk only. This study intends to

analyse the overview of cement users. Satisfaction level and identified problems
faced by the customers Towards online cement users. To attain all these objectives,
required Primary data have been collected by using Interview or questionnaire
schedule. Such collected data have been Analysis with various statistical tools like
percentage, chi-square and Garrent ranking.

1.5 OBJECTIVE OF THE STUDY

1. To study awareness level of the cement user about the various brands of
cement.
2. To study the factors influencing the purchase of particular brand of cement.
[Link] know the satisfaction level of cement users by using the brands of cement.
4. To know the problems faced by users of cement

1.6 HYPOTHESES OF THE STUDY

On the basis of the farmed objectives, the researches theoretical
knowledge ,discussions with filed experts and from other research studies, the
following null hypotheses have been farmed and these are subjected to appropriate
statistical tests.
H01: there is no significant association between the socioeconomic
characteristics. (age,gender,marital,education,qualification, occupation, nature of
family. Size of the family number of earning members and annual income) of the
sample respondents and their awareness level about the cement factors.
H02: There is no significant association between the socio-economic
characteristics
(age, gender same other previous information) of the sample respondents and their
satisfaction level of customers towards cement [Link] statistical significancel of
the hypotheses has been tested with the help of chi-square test at 5% level of
significancel .

1.7 PERIOD OF THE STUDY

The required primary data have been collected from same respondents during the
period of jully 2023 to march 2024.
1.8 PILOT OF THE STUDY AND PRE-TESTING

A pilot study has been conducted with a sample of 50 respondents durin march
2024. in the pilot study, the interview schedule is pretested and then retened for use in
the final study. This helped in imparting upon the interview schedule and also gave an
indication as to the kinds of responses that whould be forthcoming with a deletions
and additions a final interview schedule

1.9 SAMPLINlNG DESIGN AND METHODOLGY:

The study is an empirical research based on survey Method. The present study
is confined to Erode district of Tamil Nadu The Erode district is one of the main
district in Tamil Nadu. Sathyamagalam talk is the second largest TaluK in this
District. Hence, this town has been chosen purposively for the Present study.

Universal of the Present study is infinite. Hence, it is Decided to use

convenient sampling method. It was planned and Collected the data from 50 sample
respondents . Due to Incompletion and contradictory information, it was possible to
Have 50 sample respondents as final sample size.

1.10 COLLECTION OF DATA:

For the present study primary data have been used. Required primary data
have been collected in course of Interview with the customers through the convenient
sampling Method with Pre-tested, well structured and non-disguised interview
schedule.

1.11 FRAMEWORK OF ANALYSIS:

The collected primary data have been analysed with Various statistical tools
like, chi-square test (at 5% significant Level) and Garrett ranking technique. The
calculations have been Made with spss version 22.

Ranking Technique was used to identify the factors and The problems faced by
the cement users factors. Simple percentage chi-square test at 5% level of
significance, Contingency co-efficient ‘F’ test was used to analysis Satisfaction level.
FORMULA FOR GARRETT RANKING

TECHNIQUE:

Percentage position = 100(Rij-0.5)/Nj

Where,

Rjj – rank given for the ith factors by jth respondents

Nj – Number of factors ranked by jth respondents

1.12OPERATIONAL DEFINITION OF THE

CONCEPTS.

Google. Com

1.13. LIMITATIONS OF THE STUDY

In spite of all the possible efforts have beenTaken to made the analysis more
comprehensive and scientific, a Study of the present kind is bound to have been
certain Limitations. Some of them as are follows:

1 . The study is considered only online food ordering Customers in sathyamagalam

Taluk. Therefore, the result of The study cannot be generalized to other areas.

2 . The finding of the study depends on the responses Given by sample respondents.

3 . Due to time constraints, researcher could not collect Information at a large scale ;
only 50 respondents were Approached for the purpose of data collection.

4 . The preference of the people changes from Time to time. Hence the result of the
study may not be applicable in the long run.
1.14 CHAPTER SCHEME

The study has been organised into seven chapter.

CHAPTER -1
Introduction and design of the study.
CHAPTER -2
Review of literature
CHAPTER -3
Awareness level of the users about the various brands of cement
CHAPTER-4
Factors influencing the users purchase of the cement brand
CHAPTER-5
Satisfaction level of cement users
CHAPTER -6
Problem faced by the cement users
CHAPTER -7
Summary of findings suggestions and conclusion
 CHAPTER-2
REVIEW OF LITERATURE

This chapter deals with the basic concepts on customer satisfaction by

analysing earlier studies on this topic. It helps to know the background of the topic
and also helpful in assessing the limitations of the study.

Sathya Sundharan (2015) cement industry rising investors (market survey)

analysed the demolition of all controls on the cement industry has created conditions
of a slut in the market with the result that shortage have completed disappeared
though price have not taken between the risk production has been of the order of six
million tons a year and godowns of whole sales and the retailers are full cement bags.
The constructions industry has not complains about the cement in any pack of the
country the time is come when the industry should maximized the utilization of
available capacity instead off adding new capacity at a high cost at best efficient units
cold go in for expansion in capacity.

Mr. Ramasamy (2014) in his study “boom cement industry” (market survey)
analysed capacity and production of the cement industry in India more than doubled
during the past decade thanks to the decontrol off this industry in the in cement
supply has offered good for exports through the cement. Export promotion council.
The current boom in housing constructional the proposed increase the expenditure on
development of road are expected to push domestic demand for cement from 100
million tones to 200 millions tones in the next decade

krishna (2012) in his study “cement industry consolidation phase”(market

survey) analysed sign by the cement industry are attribute to a boom in construction
activities in Gujarat, maharastra, kerla. The industry attribute may foreign players.
Who have adopted strategy of either joins hand with of domestic players or
individuality picking up align mini plants India is the world is biggest producer of
cement .in terms of equity productivity and efficiency it compare well with the best
any where. The domestic consumption has been growing at 9to10 present-age a the
easy availability . To house loss at low interest. Rate has en coursed people to buy
make their own. This has fuelled the demand for the cement

-------------------------------------------------------------------------------------------------------
(m,r ramasamy boom in cement industry ( market survey) fact for no.4 Jan 2014)
(sathya sundharan cement industry rising investors (market survey) factors for you
vol,15 no.8 Feb 2015)
(krishna cement industry consolidation phase,facts,for you [Link].4 Jan 2012)
 Rani (2019) in his study .cement industry consolidating capacities (market
survey) analysed the cement industry added capacity 10 million in. Taking total
capacity 175,6milion tons. The Indian cement industry hade made substantial
progress in the last two decades . After experiencing in capacity . Additions at present
it is a phase. The demand of cement is rising. Cement capacity and product are
targeted to grow by 11.5 present age during the eleventh plan cement exports lonely
demanded on the domestic and prices. Given he bulky nature will exports less.

[Link] (2018). in his study ” a comparative study of the performance of

selected private sector cement units in tamilnadhu”, analysand cement making as use
understand today,was first tried in india in year 1870 by using import from England
and blue found hear kalkata. The first Indian cement plan was established in 1904 by
south India industry Ltd . The first modern cement factory was started in 1914 in
pounder and was owned by India cement company Ltd.
[Link] (2018) in his study, “performance appraisal a comparative
study of modern cement Ltd, and India cement Ltd,” analysed the cement industry is
one of the key industries in India and is ranked second immediate after and steal.
Cement industry our country has income the third largest cement producer of the
world, after china and USA, with cement production at 108.40 million tones during .
Cement consumption 2001-2001 registering unprecedented high growth off 15% over
the last year.
[Link] (2005) in his study “cement taking technology in its stride”
( marketing survey) analysed the India is marketing forward in cement production
with the increase in demand ,the cement technology has undergone dramatic changes
in the last four decades today, India is the second largest cement producer in the
world. With a production level of offered 99 million tones . According to the cement
manufacturers, association ( CAM), the industry now has an installed capacity of
151.69 million tones from 128 plants that belong to constituent companies.

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

Rani cement industry consolidating capacities (market survey) facts for you
vo1.29,no9,June 2019,pp.13.14
[Link] “a comparative study of the permeance of selected private sector cement
units in tamilnadhu June 2018’p.7
[Link], performance a comparative study of moden cement [Link] India
cement . India journal of marketing [Link], no.11, November 2018, pp.10.15
[Link], cement taking technology in its stride (market survey) facts for you,
vol.25,no.7 april 2005 p31)
 [Link], (2009) in his study, “real estate purchase up cement demand”
(market survey) analysed the demand for cement depends on industrial activity real
estate and construction since growth is taking place all over cement also increasing
the type of cement in India have increased over the year with the cement in research
development and technology The boom in the cement industry has resulted in an
increase in the production of different land of cement in India By a four estimate
there are around 11 different types cement that are being produced in India

vijay (2020) in his study “a study on HARD climate with special reference to
public sector cement corporation analysed know fact the every country strides hard
for his study and speed economic development. Thought factor such has exploration
of natural resource availability of physical and financial resources international and
contributed to the economic development of a country, none of these factors is more
signifiant than efficient and committed man power of the country. In fact in may be
said that development comes from the human mired.

Cement of freedom and completion (market survey) (2021) analysed the

gone are the days when this country experienced shortages in the supply of cement
with the dis making of country and the market forces determining the sale price
cement is available at evert Streat corner. The retailer is wiling to extend credit in
order to reduce inventories In 1992-92, the total capacity of all plant large ,mini and
white cement .

Manoj,(2022) analysed the financial statements companies in India. The study

related that their financial performance was satis factory on the basis of ratio analyses
made.

[Link] real destained purchase of cement demand (market survey) facts for you
vol,29,no.9 June 2009 pp13,14
Vijay a study on HARD climate with special return. To public sector cement
corporation. The management research Vol.v1,no.10 2020
cement: “fruits of freedom and competition (market survey)”, facts for you ,vol.14,
no.11may)
(ibid.8)
 Raja (2021) study 10 units (4 large sized and medium sized cement units) in
the cement industry to analysed liquidity profitability financial structure and over all
performance. The used ratio analysed and merit rating to arrive at valid constitutions.
They are financial structure of the industry. Have declined over the years

Dinesh (2020) in his study, a study on cement industries in India.” analysed the
Indian association of trade and industry published a book in 1964, analysing the
financial trends and productivity in the private sector of the cement industry, during
the period 1937-64, which was based on the annual report of companies. Comparing
90 per cement of the entire cement production.

ibid...,p.9
dinesh, “a study on cement industries in India”, unpublished the 20,3.p.7.
 CHAPTER – IV
PROBLEMS FACED BY CEMENT USERS
4.1 INTRODUCTION

PROBLEMS
On the basis of information collected from sample respondents through
consultation with experts, its found that problems faced by the cement users, the
following problems like,
1. Quality concern
2. Price fluctuation
3. Supply chain distribution
4. Delivery issue
5. Regulatory compliance
6. Innovation and new technology
7. Storage and handling
8. Environmental impact
 9. Workability challenges
[Link] concern

RANKING ANALYSIS OF PROBLEMS FACED BY THE CEMENT USERS

There are several problems which affect the cement users. Based on
consultation of the experts, ten problems are given in the interview schedule. The
sample respondents were asked to assign rank for the problems which affect the the
cement users, Garrett ranking technique was used. As per this method, respondents
have been asked to assign the rank for all problems and outcome of such ranking has
been converted into score value with the help of the following formula, shown in the
table.
Garrett' Ranking Formula,
Percent position = 100(Rij-0.5) / Nj
Rij - rank given for the ith factors by the jth respondents
Nij- Number of factors ranked by jth respondents
By referring the Garrett ranking table, the present position estimated is into
scores. Then for each problem, the score of each individual are added and then mean
value is calculated. Those problems having highest mean value is considered to be
major problem.

The Table 5.1 shows the ranking analysis of the problems faced by the cement users.

TABLE 5.2
PROBLEMS FACED BY THE CEMENT USERS
INVESTORS: GARRETT’S RANKING TECHNIQUE
[Link] FACTORS TOTAL MEAN RANK
SCORE SCORE

1 Quality concern 2801/50 56.02 1

2 Price fluctuation 2618/50 52.36 4

3 Supply chain 2529/50 50.58 7
distribution

4 Delivery issue 2779/50 55.58 2

5 Regulatory compliance 2513/50 50.26 8

6 Innovation and new 2687/50 53.74 3

technology

7 Storage and 2557/50 51.14 6

handling

8 Environmental 2577/50 51.54 5

impact

9 Workability 1973/50 39.46 9

challenges
10 Safety concern 1888/50 37.76 10

The Table 5.2 indicates that the inadequate seating capacity is ranked as first
problem with mean score of 56.02, quality concern is ranked as second problem with
mean score of 55.58, price fluctuation is ranked as third problem with mean score of
53.74, Innovation and new technology is ranked as four problem with mean score of
52.36, delivery issue is ranked as five problem with mean score of 51.54,
environmental impact is ranked as six problem with mean score of 51.14, storage and
handling is ranked as seven problem with mean score of 50.58, supply chain
distribution is ranked as ten problem with mean score of 50.26,regulatory compliance
is ranked as eight problem with mean score of,39.46 workability challenges ,is ranked
as 9 problem with mean score of, 37.76, safety concern , is ranked at ten problem
with mean score
Hence, it is concluded the limited accessibility is the major problem faced by
the sample respondents in cement users.
5.3 CONCLUSION
This chapter, focused on various problems faced by the sample respondents
while using cement useres. To study the problems faced by the sample respondents.
10 problems were considered.
To rank the problems faced by the sample respondents, Garrett ranking technique has
been used. By using this technique, it was found that inadequate seating capacity has
been identified as most important problem with the mean score of 65.00. Other
problems are in the following order Quality concern, price fluction, supply chain
distribution, delivery issue, Regulatory compliance, innovation and new technology,
storage and handling, Environmental impact, Workability Challenges, safety
concerns. limited models, less availability of spare parts, non- availability of air
condition.
 CHAPTER-VI

A SUMMARY OF FINDINGS, SUGGESTIONS

AND CONCLUSION

6.1 INDRODUCTION

The market place is one of the few areas in model society in

which people have opportunity to participate directly in public life. In today business,
effectives use and flow information is key to success. In recent years, marketing has
changed the nature of business due to opening up to economy and large number of
products having with one another for market share, presently the customer in India is
at the point where there a multiplicative effect of income growth, as pi-ration to
consumed and changed consumption friendly ideology, social discourse across the
income board especially retail India.

In recent days is enthusiastically consuming every think and this retail. Prediction is
being considered as one of the significant topic of market analysis. Retail customers
are fundamentally different from their rural counter parts and different retail
geographies display considerable and hence require retail specific and non-specific
analyse of customer behaviour for under standing to what effect the customer welfare
is being enjoined by the retail customers.

The are conscious of the value of money and for every rupee customer can spend,
customer expects a high value so, satisfaction of the customer become the most
important goal of any business . Customer behaviour is the process where by
individuals decide what to from purchase goods and services it is influenced by
various factors and includes all type of behaviour that customer display in buying,
using, evaluation and disposing of products. If reflects to the acquisition consumption
and dis position of goods and services including the decision making process that
precede buying process and post buying orienatition.
6.2 OBJECTIVES OF THE STUDY: