Sunil (Repaired)Hhh

7/29/2019 Sunil (Repaired)Hhh

1/42

CUSTOMER SATISFACTION TOWARDS ACC CEMENT

SHRI CHHATRAPATI SHIVAJI COLLEGE OMERGA 1

INTRODUCTION:

In the present business scenario companies must critically think

of customers satisfaction to sustain in the market. Organization must

provide customer what they need not what they have, to compete in the

throat cutting competition. Hence marketing helps the organizations to

sustain in the market.

In a market of stiff competition, various companies provide

after sales service centers, ACC CEMENT AT M/S SHRI

SANGMESHWAR AGENCY BASAVAKALYAN, is one among them.

Customer satisfaction has gained importance due to customer

retention, which is a tough job in this scenario. In this competition the

master key left for every organization is to satisfy customer at every stage

of their demand.

After liberalization, privatization, and globalization of

INDIAN economy, MNCs entering all the fields of business of our

country. At this crucial transformation stage identifying Target customer

and its taste and preferences.

Therefore, today the wining organizations are those who

succeed in satisfying customer indeed delighting their target customer.


2/42



STATEMENT OF PROBLEM

"Satisfaction is a persons feels of pleasure or

disappointment resulting from comparing a products perceived

performance (or outcome) in relation tc his/her expectations.

As this definition makes clear, satisfaction is a faction of perceived

performance and expectation. If the performance fails short of

expectations, the customer dissatisfied, highly many companies are

aiming for high satisfaction, because customers who are just satisfied

still find it easy to switch when a better oiler comes along. Those also are

highly satisfied are much less ready to switch high rates faction or delight

creates un emotional bond with the brand, net just a rational preference

the result is high customer loyalty.


3/42



OBJECTIVES:

To know the opinion about sales and services provided by ACC

CEMENT by Shri Sangasmeshwar Agency .

To find the level of satisfaction of customers towards ACC

CEMENT At service point of ACC Cement Shri Sangameshwar

Agency

To find the overall performance of services of ACC CEMENT At

Shri Sangameshwar Agency.

To analyze the market share of ACC Cement in Basavakalyanmarket.

To know the customers preference for the brands of cement.

To know the preference of builders for sorting different brands ofcement.


4/42



SCOPE OF THE STUDY

1. The study would help the management in building strong customer

relationship.

2. The study would disclose the problems relating to customer

satisfaction of service provided.

3. This project helps to organization to improve the quality of the

sales services.

4. From this project we will come to know the satisfaction level of

ACC Cement At Ram Bharose Stone & cement Agency.

5. It may also help the reader to gain real organizational knowledge as

the study gives practical exposure of organization.

6. The study has been done for the Cement so more or less it helps in

understanding the consumer preference towards the cement market.

7. The study can help in analyzing certain weak point, improving on

which a company can overcome the low sales of its cement but

only in Basavakalyan region.


5/42



RESEARCH METHODOLOGY:

DATA SOURCE:

Primary Data: Through Questionnaire

Secondary Data: ACC Cement Record & Report, & Websites.

Sample size: 50 customers of ACC Cement Rambharose Stone &

Cement Agency

Area Covered for research: Only in BASAVAKALYAN City.

Sampling Procedure: Random sampling method from available

database.

METHODOLOGY:

Sampling Design:

Sampling: The overall customers were considered for the study.

Hundred Percent coverage was difficult within the limited period of

time. Hence random sampling survey method was adopted for the

purpose of the study.

Sampling Size: A sample of 50 was chosen for the purpose of the

study. Sample consisted of Heavy ACC Cement , Medium ACC

Cement and Light ACC Cement customers of Cement, ACC Cement

Rambharose Stone & Cement Agency


6/42



Sampling Procedure: From large number of customer of ACC

Cement Rambharose Stone & Cement Agency Were randomly

selected from the available customer database.

Field Study: Directly approached respondents

DATA COLLECTION METHOD:

1. Primary Data: For a study of this nature of the data is primary data it

is collected through by making survey directly from the respondents.

(Questionnaire).

2. Secondary Data: This is been is collected through

ACC Cement Rambharose Stone & Cement AgencyRecords and Reports,

and Websites.

MEASUREMENT TECHNIQUE / STATISTICAL TOOLS:

For this purpose measurement technique used for survey is

questionnaire to collect information from the respond


7/42



LIMITATIONS OF THE STUDY

1. The project was carried out under the short period of Time.

2. The opinion of respondents may vary in course of time.

3. The survey was done on a sample size of 50 which iscomparatively low.

4. The respondents may answer diplomatically for some questions.


8/42



Chapter -II

Review of the Study


9/42



REVIEW OF THE STUDY

Services:

It is any act or performance that is partly offers to another while is

essentially intangible, does not result in the ownership anything. Its

production may or may not be tied to a physical product.

Characteristics:

It is intangible means it is cannot be inventoried, patented, difficult to

pricing and readily displayed or communicated.

It is heterogeneity means service delivery and customer satisfaction

depends on employees action and there is no sure knowledge about

services delivered or no.

It is simultaneous production and consumption. Mass production is

difficult and decentralization may be essential.

It is perishable because it is difficult to synchronize supply and

demand with services and it cannot be resold.


10/42



Steps of consumer decision making and evaluation of service:

Need Recognition

The process of buying a service begins with the recognition that a need

or want exists. Although there are many different ways to characterize

needs, the most widely known is Maslow's hierarchy, which specifies

five need categories arranged in a sequence from basic lower-level

needs to higher-level needs.

Physiological needs are biological needs such as food, water, and

sleep.

Safety and security needs include shelter, protection, and security.

Social needs are for affection, friendship, and acceptance.

Ego needs are for prestige, success, accomplishment, and self-esteem.

and enriching experiences.

The hierarchical nature of Maslow's need categorization has been

disputed, and evidence exists that people with unfilled basic needs can be

motivated to self-actualize..


11/42



Information Search

Use of Personal Sources

Consumers obtain information about products and services from

personal sources (like friends or experts) and from no personal sources

(such as mass or selective media). When purchasing goods, consumers

make generous use of both personal and nonperson sources because both

effectively convey information about search qualities.

Consumers select services:

1. The consumer selects from among virtually indistinguishable

alternatives.

2. Through experience the consumer develops an attitude toward the

service.

3. After the development of an attitude, the consumer learns more about

the product.

Evaluation of Service Alternatives

Collecting and evaluating experience qualities, consumers may simply

select the first acceptable alternative rather than searching many al-

ternatives.


12/42



Service Purchase and Consumption

Emotion and Mood

Emotion and mood are feeling states that influence people's (and

therefore customers') perceptions and evaluations of their experiences.

Moods are distinguished from emotions in that moods are transient

feeling states that occur at specific times and in specific situations,

whereas emotions are more intense, stable, and pervasive.

Customer satisfaction:

Whether the buyer is satisfied alter purchase depends on the

performance in relation to the buyers expectations in general;

"Satisfaction is a persons feels of pleasure or

disappointment resulting from comparing a products perceived

performance (or outcome) in relation tc his/her expectations.

As this definition makes clear, satisfaction is a faction of perceived

performance and expectation. If the performance fails short of

expectations, the customer dissatisfied, highly many companies are

aiming for high satisfaction, because customers who are just satisfied

still find it easy to switch when a better oiler comes along. Those also are

highly satisfied are much less ready to switch high rates faction or delight

creates un emotional bond with the brand, net just a rational preference

the result is high customer loyalty


13/42



A customer decision to be loyal or to default is the sum of many

small encounters with the company, consulting firms Etc. Corporation

says that in order to convert all the small encounters to customer loyalty,

companies need to create a "Brand Customer Experience".

Why is it supremely important to satisfy to customer?

Basically because of company's sale each period comes from

two groups. New-customer and repeal customer will always cost

more to attract new customers than to retain current customer.

Therefore, customer retention is more critical than customer

attraction.

The Key to customer retention is customer satisfaction to

satisfied Customer.

Buys again

Talks favorably to others about the company

Pays less attention to competing brands and advertising.

Buys other products from the same company


14/42



Company Profile


15/42



INDUSTRY PROFILE

Cement Industry in India

Cement Industry in India is on a roll at the moment. Driven by a

booming real estate sector, global demand and increased activity in

infrastructure Indian cement industry is currently ranked second in the

world.

The origins of Indian cement industry can be traced back to

1914 when the first unit was set-up at Porbandar with a capacity of 1000

tonnes. Today cement industry comprises of 125 large cement plants and

more than 300 mini cement plants. The Cement Corporation of India,

which is a Central Public Sector Undertaking, has 10 units. There are 10

large cement plants owned by various State Governments. Cement

industry in India has also made tremendous strides in technological

upgradation and assimilation of latest technology. Presently, 93 per cent

of the total capacity in the industry is based on modern and environment-

friendly dry process technology. The induction of advanced technology

has helped the industry immensely to conserve energy and fuel and to

save materials substantially. Indian cement industry has also acquired

technical capability to produce different types 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, White Cement

etc. Some of the major clusters of cement industry in India are: Satna


16/42



(Madhya Pradesh), Chandrapur (ACCrashtra), Gulbarga (Karnataka),

Yerranguntla (Andhra Pradesh), Nalgonda (Andhra Pradesh), Bilaspur

(Chattisgarh), and Chandoria (Rajasthan).

Issues concerning Cement Industry

High Transportation Cost is affecting the competitiveness of the

cement industry. Freight accounts for 17% of the production cost.

Road is the preferred mode for transportation for distances less

than 250km. However, industry is heavily dependant on roads for

longer distances too as the railway infrastructure is not adequate.

Cement industry is highly capital intensive industry and nearly 55-

60% of the inputs are controlled by the government

There is regional imbalance in the distribution of cement industry.

Limestone availability in pockets has led to uneven capacity

additions.

Coal availability and quality is also affecting the production.


17/42



2:- COMPANY PROFILE:

My home cement industries ltd, a leading cement manufacturing

company in Andhra Pradesh having an installed capacity of 4.5 Million

Tonns per annum for immediate placement at their 3 plants located in

Andhra Pradesh.

A] BACK GROUND AND INCEPTION OF THE COMPANY

Mr. Sambasiva Rao director, senior president R.P. Singh, whole-time

director J. Shamu Rao and general manager V. Satyam ,300 dealers from

the Krishna, Guntur and Prakasam districts

The brand name of the cement produced by the

company is ACC Cement which is expected to have an image of

ACCshakti and ACCvalue. The plant was set up with an investment of

Rs.300 crores and there is plan to double its capacity by spending Rs.150

crores.

ACC Cement Location of plant:

The factory is situated at Mellaceruvu, Nalgonda district . The

principal Raw material for the plant is limestone and is available in

abundant quantities near the plan. Location of the plant at Meelacheruvu

has the following advantages.


18/42



1. Cheap availability of the required land

2. Abundant water resources

3. Proximity of raw materials

4. Proximity of market

5. Availability of financial subsidiary

B] VISSION, MISSION, QUALITY POLICY:

Vission:

My home cement industries ltd. will be constrained of capacity

utilization, tough and sluggish market and rising cost but ACC cement

will strive hard to be able to make profit and thus create value for their

shareholder, and to continue as a successful company.

Mission:

There mission is to manage and operate in a manner that continue growth

and profitability without high risk of investors , customer and employees,

ACC cement do this by providing high quality products to their

customers by constantly striving to improve there product to meet their

customers needs, allowing us to prosper as a business, and to provide

stable, secure income and employment, for their employees and a

reasonable return for their shareholders , the owners of the business


19/42



Quality policy:

1. To provide customersatisfaction through Total quantity.

2. Develop a strong quality culture at all stages of manufacture.

3. Continuously upgrade technology and skill top stay in the frontline.

4. Strive to maintain the environment clear.

C] product/services profile

Products:

Producing the following different types of cement

Ordinary Portland cement (OPC):

The ordinary Portland cement is popularly known as grey cement, which

is produced by grinding clinker with 5% gypsum. It is used in all general

concrete construction, mass and reinforced concrete. It accounts for about

70.60% of the total production.

Portland Pozolona Cement(PPC):

It is cheaply manufactured because it uses flyash/burntclay/coal waste as

the main ingredient. PPC has a lower heat of hydration, which is of

advantage in preventing cracks where large volumes are being cast. PPC

accounts for 18.3% of the production.


20/42



Portland Blast Furnace slag cement(PBFSC):

It is made by grinding granulated blast furnace slag, steel industry by

product (upto 65%), gypsum 5% and clinker (balance). PBFSC has a heat

of hydration even lower than PPC and is generally used in construction of

dams and similar massive construction. It contributes nearly 10% to the

total.

White Cement:

Basically it is OPC: Clinker using fuel oil (instead of coal) and with

iron oxide content below 0.4% to ensure whiteness. Special cooling

technique is used. It is use to enhance aesthetic value, in tiles and for

flooring. White cement is much more expensive than gray cement.

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 on casting the compressible

strength increases rapidly. Water Proof Cement: OPC with small portion

of calcium stearate or non-saponifibale oil to impart waterproofing

properties.


21/42



Milestones

2010 | 2009 | 2008 | 2007 | 2006 | 2005

2010

:: Eighteen ready-mix concrete plants commissioned.

2009

:: The Staple Fibre Division and Engineering & Development Division

of ACC, Nagda receives SA 8000:2001 certification from SAI in

recognition of its social accountability initiatives.

2008

:: ACC's Chemical Division receives the SA 8000 (Social

Accountability) and OHSAS 18001 certifications.

2007

:: VSF Research & Application Centre set up at Kharach in Gujarat.

2006

:: Four Ready-Mix Concrete plants commissioned with an aggregate

capacity of one million cubic meters.

2005

:: The Lawson Competency Centre is set up as a division of Birla

Consultancy & Software Services, the software arm of ACC,

following a tie up with Lawson Software (USA), among Fortune's top

five private software companies.
http://www.grasim.com/about_us/milestones.htm#2009http://www.grasim.com/about_us/milestones.htm#2007http://www.grasim.com/about_us/milestones.htm#2004http://www.grasim.com/about_us/milestones.htm#0http://www.grasim.com/about_us/milestones.htm#1http://www.grasim.com/about_us/milestones.htm#2http://www.grasim.com/about_us/milestones.htm#2http://www.grasim.com/about_us/milestones.htm#1http://www.grasim.com/about_us/milestones.htm#0http://www.grasim.com/about_us/milestones.htm#2004http://www.grasim.com/about_us/milestones.htm#2007http://www.grasim.com/about_us/milestones.htm#2009


22/42



Chapter -III

Data Analysis & Interpretation
http://www.grasim.com/about_us/milestones.htm


23/42



1) DIFFERENT AGE GROUPS USING ACC Cement

Table 4.1

ANALYSIS

From the study I found that most of customers who are

using this bike are between the age group of 30 - 40 and then 20

30, which is clearly shown in above figure.

42

48

64

0

10

20

30

40

50

60

20 - 30 30 - 40 40 - 50 50 - 60

NO.OFRESPONDE

NTS

AGE

NO. OFRESPONDENTS

S. No. Age No. of Respondents

1. 20-30 42

2 30-40 48

3 40-50 6

4 50-60 4


24/42



2) CUSTOMERS OPTED DIFFERENT DEALERS.

Table 4.2

Decan Agency Sangameshwar

Agency

Amarnath

Agency

RamBharose

2% 24% 10% 64%

ANALYSIS:

From the study it is found that maximum number of customers

are from Rambharose Stone & Cement Supplier is in

Sangameshwar second place than comes Amarnath and Deccan

which is shown in the above pie diagram.

SiddiVinayak64%

M.G. Brothers10%

Rahul Bajaj24%

Deccan Bajaj2%


25/42



2) Profession OF CUSTOMERS:

Table 4.3

S. No. Occupation No. of Respondents

1. Students 10

2 Employee 48

3 Business 42

ANALYSIS:

From the study it is found that most of the customers

who are using this bike are employees and as well as

business people.

0 10 20 30 40 50

BUSSINESS

EMPLOYEES

STUDENTS

42

48

10

NO. OF CUSTOMERS

OCCU

PATION


26/42



4) Which Cement you use

i) ACC ii)BIRLA

ii) ZAURI iv) VASAVADATTA

Table 4.4

SL. No. No. Of respondents Percentage

ACC 39 78

ZAURI 11 22

BIRLA 0 0

VASAVDATTA 0 0

TOTAL 50 100

According to the survey we come to know that 78% of respondets are

using ACC cement, 22% respondents are using ZAURI.

78%

22%

0% 0%

No. Of respondents

ACC ZAURI BIRLA VASAVDATTA


27/42



5)Are you satisfied with Quality of ACC CEMENT?

a) YES b)NO

Table 4.5

ANALYSIS: FROM THE DATA IT IS NOTED THAT 78% OF

RESPONDENTS ARE SATISFIED WITH THE QUALITY OF ACC

CEMENT.

78%

22%

respondents

yes No

Sl. No. No. Of respondents Percentage

Yes 39 78

No 11 22

TOTAL 50 100


28/42



6) Please Rate the quality of ACC Cement

a) Poor b) Average

c) Good d) Excellent

Table 4.6

Sl. No.No. Of

respondentsPercentage

Excellent 25 50

Good 24 42

AVERAGE 4 8

POOR 0 0

TOTAL 50 100

From the survey we come to know that 8% respondents says that

Average, 42% respondents says that it is good and 50% respondents

says that Excellent overall performance of ACC cement. But no one

says that poor.

97%

98%

98%

99%

99%

100%

100%

ExcellentGood

AVERAGE

25 24

4

50% 42%

8%

respondents Percentage


29/42



7) Are you satisfied with the price of ACC CEMENT?

a) YES b) NO

Table 4.7


Yes 41 82

No 09 18

TOTAL 50 100

ANALYSIS: MAJORITY OF RESPONDENTS ARE SATISFIED

WITH PRICE OF ACC CEMENT WITH 82%

97%

98%

98%

99%

99%

100%

100%

Yes

No

41

9

82%18%

respondents Percentage


30/42



8) Do you get ACC supply regularly?

YES b) NO

Table 4.8

ANALYSIS: FROM THE DATA RESPONDENTS GETS THE ACC

CEMENT SUPPLY REGULARLY WITH 92%.

0

20

40

60

80

100

Yes

No

92

8

Percentage

Percentage


Yes 46 92

No 04 08

TOTAL 50 100


31/42



9) What influenced you to purchase ACC CEMENT?

i) Quality ii) price iii) Availability iv) Others

Table 4.9

The table shows that the majority of the respondent ie 74% of the

was influenced by the quality, 20% of the respondents were

influenced by the availability, and 06% were influenced by price .

QUALITYPRICE

AVAILIBILITYOTHERS

74

6 20

0

Percentage

Percentage

SL. No. No. Of respondents Percentage

QUALITY 37 74

PRICE 03 06

AVAILIBILITY 10 20

OTHERS 0 0

TOTAL 50 100


32/42



10) Do you think ACC Cement fulfill the customer needs?

a) YES b) NO

Table 5.0

From the survey we come to know that 96% respondents says yes, 4%

respondents says no. but the majority customers are needs it.

0

10

20

30

40

50

60

70

80

90

100

Yes

No

96

4

Percentage

Percentage


Yes 48 96

No 02 04

TOTAL 50 100


33/42



11) Are you satisfied with ACC CEMENT?

A) YES B) NO

Table 5.1

ANALYSIS: FROM THE DATA 90% OF ACC CUSTOMER ARE

FOUND TO BE SATISFIED.


Yes 45 90

No 05 10

TOTAL 50 100

88%

12%

No. Of respondents

Yes No


34/42



12) Do you want any change in ACC CEMENT?

A) YES B) NO

Table 5.2

The table shownthat the majority of the respondents 88% dont want to

change ACC cement. Only 12% of the respondents want some change.

88%

12%

No. Of respondents

Yes No


Yes 06 12

No 44 88

TOTAL 50 100


35/42



CHAPTER-4

OBSERVATION & SUGGESTIONS,CONCLUSIONS


36/42



OBSERVATION

1. From the data it is noted that 78% of respondents are ACC users inBasavakalyan city

2. From the above data it is noted 78% of respondent are satisfied

with the quality of ACC cement

3. From the data it is noted that the respondents rate the quality of

ACC cement as

Excellent 50%

Good 42%

AVERAGE 08%

POOR 00%

4. Majority of respondents are satisfied with price of ACC cement

with 82%{ Rs.210}

5. : Supply of ACC cement is regular by 92%

6. From the data customer are founds to be fullfillmed their needs

with ACC cement.

7. : Frome the data customer are found to be fullfilled their needs

with ACC cement

8. The Qlity of cement is same till the consomtion.


37/42



SUGGESTIONS:

1) To create the potential sale of the ACC cement in the market.

2) to create attractive awareness of ACC cement through road shows

& with other concepts.

3) Customers are found to be more satisfied with the availability &

price of ACC cement, so it should regularly ensured.

4) Contractor should be lured for its sale as they are users.

5) Company has to do more focus on the Advertising and awareness

Of the product and service.


38/42



CONCLUSION

Comparing to other brands ACC Cement Sri Sangmeshwar has a

very well goodwill in the market. Even though it is facing some problems

because of Customer and other brands. So it should try to create

awareness, provide good service with good quality Cement as well as it

should motivate the customers. I have found that ACC Cement Sri

Sangmeshwar. is not concentrating on customers, so customers

motivation is must. The response of the people was very good towards

ACC Cement Sri Sangmeshwar comparing to others.

It was welcome move by ACC Cement Sri Sangmeshwar that they

are approaching contractors for its sales & their satisfaction.

I wish ACC Cement Sri Sangmeshwar all the BEST and SUCCES


39/42



BIBLIOGRAPHY

Reference:

Marketing Management Lamb, Hari, & Denial

Consumer Behavior Leong Schiffman

Leslie Lazar Kanuk

Services marketing William G Zikmund

Web sites

www.google.com

www.askacc.com
http://www.google.com/http://www.google.com/


40/42



QUESTIONNAIRE

Of customer satisfaction on ACC cement

Name of respondent :_________________________

Age of respondent

a) 20-30 b)30-40

b)40-60 d)above 60

Profession of Respondent

1) Contractor 2)Business

3) Govt Employee 4) Others

1) Which Cement you use

iii) ACC ii)BIRLA

iv) ZAURI iv) VASAVADATTA

2) Do you use ACC CEMENT?

a) YES b) NO

3) Are you satisfied with Quality of ACC CEMENT?

b)YES b)NO

4) Please Rate the quality of ACC Cement

a) Poor b) Average

c) Good d) Excellent

5) Are you satisfied with the price of ACC CEMENT?

c) YES b) NO


41/42



6) Do you get ACC supply regularly?

a) YES b) NO

7) What influenced you to purchase ACC CEMENT?

i) Quality ii) price

iii) Availability iv) Others

8) Do you think ACC Cement fulfill the customer needs?

a) YES b) NO

9) Are you satisfied with ACC CEMENT?

A) YES B) NO

10) Do you want any change in ACC CEMENT?

A) YES B) NO

11)If yes please specify____________________

12) Comment on ACC cement

___________________________________________________________

_____________________________!

Thank you!


42/42


Sunil (Repaired)Hhh

Documents

Transcript of Sunil (Repaired)Hhh