A STUDY ON IMPACT OF ADVERTISING ON CONSUMER

BEHAVIOR IN CEMENT INDUSTRY

IN

The India Cements Ltd

Project Report submitted in partial fulfilment of the

Requirement For the degree of

BACHELOR OF BUSINESS ADMINISTRATION

UNIVERSITY OF MADRAS

By

DINESH S
Register No. 2001721096039

Under the guidance of Dr. R ESTHER HEPZIBA

DEPARTMENT OF BUSINESS ADMINISTRATION

MADRAS CHRISTIAN COLLEGE (AUTONOMOUS)

TAMBARAM EAST, CHENNAI-600059

APRIL 2023
 CERTIFICATE

This is to certify that DINESH S has completed his project, on A STUDY

ON IMPACT OF ADVERTISING ON CONSUMER BEHAVIOR IN
CEMENT INDUSTRY under my guidance.

It is his own work fully and to the best of my knowledge and belief that it
has not been used for the award of any degrees in this university or
anywhere else and I am satisfied with his effort in this connection.

Head of Department Project guide

Date: Date:
 VIVA VOCE EXAMINATION

This is to certify that the report on A STUDY ON IMPACT OF

ADVERTISING ON CONSUMER BEHAVIOR IN CEMENT
INDUSTRY submitted by Mr. DINESH S for partial fulfillment for the
Bachelor in Business Administration degree is a record of research work
done by his during the year 2022-2023

This study represents independent work on the part of the candidate.

Internal Examiner External Examiner

 DECLARATION

I hereby declare that the internship titled A STUDY ON IMPACT OF

ADVERTISING ON CONSUMER BEHAVIOR IN CEMENT
INDUSTRY is based on the original work carried out by me under the
guidance of Mr. Sanjib Kumar, HR manager The India Cements Ltd and
Dr. R ESTHER HEPZIBA, faculty guide at college, submitted to Madras
Christian College in partial fulfilment of the requirement of the course of
study.

DINESH S
 ACKNOWLEDGEMENT

I am delighted to express my sincere thanks to our beloved Principal

Dr. P. WILSON, M.SC., B.ED., B.C.S., Ph.D., who had been a great
moral support to us. I am also grateful to him for providing an excellent
environment at our college. I am bound to express my thanks to
Dr. D. ARMSTRONG DOSS, MBA, M. PHIL., PhD., our Head of the
Department for his valuable suggestion and encouragement during the
period of this work. I would also like to thank my project guide
Dr. R ESTHER HEPZIBA. (Assistant Professor) and my company guide
Mr. SANJIB KUMAR (HR Manager), for their efforts towards the
completion of this project successfully.

I take this opportunity to acknowledge the help rendered by my friends

during the course of my project work who are the pillars of strength and a
great source of motivation for me during this project work.
 LIST OF CONTENTS

S.NO CONTENTS PAGE NO

1. Executive Summary 1
2. Introduction 3
3. Objectives of the study 13
4. Review of literature 14
5. Research methodology 22
6. Company profile 23
7. Data Analysis 37
8. Findings 65
9. Suggestions 68
10. Conclusions 69
11. Bibliography 70
12. Annexure 73
 LIST OF TABLES

S.NO CONTENTS PAGE NO

7.1 Gender 37
7.2 Age 38
7.3 Income 39
7.4 Digital advertisement seen 40
7.5 Recommendation of cement products 41
7.6 Purchase of cement products 42
7.7 Media of Advertisement 43
7.8 Technical aspect 45
7.9 Effectiveness of Digital Advertisement 46
7.10 Strategies of cement products 48
7.11 Messages used in advertisements 49
7.12 Types of Digital Advertisement 50
7.13 Popular cement brands 51
7.14 Frequency of seeing an advertisements 53
7.15 Attractive elements in advertisement 54
7.16 Likelihood of purchasing cement 55
 LIST OF CHARTS

S.NO CONTENTS PAGE NO

7.1 Gender 37
7.2 Age 38
7.3 Income 39
7.4 Digital advertisement seen 40
7.5 Recommendation of cement products 41
7.6 Purchase of cement products 42
7.7 Media of Advertisement 44
7.8 Technical aspect 45
7.9 Effectiveness of Digital Advertisement 47
7.10 Strategies of cement products 48
7.11 Messages used in advertisements 49
7.12 Types of Digital Advertisement 50
7.13 Popular cement brands 52
7.14 Frequency of seeing an advertisements 53
7.15 Attractive elements in advertisement 54
7.16 Likelihood of purchasing cement 55
 CHAPTER 1

EXECUTIVE SUMMARY

Cement industry is one of the important industries in Indian Economy. It

contributes about 1.2% of India’s GDP and gives employment of over 0.5
Million. The resource for manufacturing cement is abundantly available
in India. Advertisement plays an important role in promoting cement
products among consumers. As the cement industry is an Oligopoly
market, there is a need of good marketing strategies to promote the
products. Advertisement is one of the important in marketing of any
product or service which is in paid form. It helps to provide product
awareness among the consumer behavior and it influences the same to
buy the products. The advertisement is classified as emotional or rational
appeals. This means advertisement are either emotionally connected
towards customers or advertisement which shows the product features,
benefits, advantages.

A good advertisement strategy consists of 4p’s of Marketing such as

Product, Price, Place, Promotions. Major advertisement agency use
combination of 4p’s of marketing to promote the respective products.

Digital advertisement is the new form of advertisement in this new digital

generation where the advertisement can be promoted in digital media via
Internet such as Youtube, Facebook, OTT platforms, Instagram,
What’sapp.

In this research study the introduction of Indian cement industry is

understood with its various contributions towards the nation economically
as well as socially. The India cements Limited which is considered to be
the pioneers of Indian Cement Industry of how they market their products

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and how the corporate office works is studied. The research consists of
117 responses collected from Individuals, Employees, students. The
literature relating to this study has explained that marketing plays an
important role in promoting the cement products. Also the pricing
structure and products differ from one company to another company. It
also mentions about the company profile which is The India Cements
LTD., where the manufacturing company does CSR (Corporate Social
Responsibility) which is started way before implementations of
compulsory CSR law. In the study the primary data were collected in the
form of Questionnaire of 117 respondents. The collected data were
analyzed using Tables which shows Pie charts and bar Charts. Also to
find any relationship/ association among different variables and impact
on the same is analyzed using SPSS Statistical tools such as Correlation,
Regression, and Chi-square. In end of the study it suggests any
requirements or changes context to impact of advertisement on consumer
behavior in Cement industry.

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 CHAPTER 2

INTRODUCTION

The Indian cement industry is one of the largest in the world with a
production capacity of over 500 million tonnes per annum. Indian
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. It is a India's
economic growth and development, as cement is a key building material
used in the construction of various infrastructure projects, including
buildings, highways, and airports. India is the second largest cement
producer in the world. The cement industry established in the 1889 when
a Kolkata based company started manufacturing cement products. The
first cement company India Cement Company was established in the year
1914 in Porbandar, Gujarat. During World War I gave an idea about
Cement industry in India. Then from it is been great source of Limestone
for many companies to produce cement products in India.

In 1927, the Concrete association of India was set up to create public

awareness on utility of cement products. It monitors the activity of
cement companies in India. It acts as authority body of Cement
manufacturing in India. Cement companies adhere to all the policy made
by the Concrete association of India.

In 1982, SERC Chennai and Anna University conducted a seminar on

modern Concrete Construction Practices. The great response received
from the seminar made the organizers to start the Indian Concrete
Institute. It was started with 500 members from 5 regional centers. The

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Indian concrete institute has more than 13,000 members in 45 regional
centers. The events like seminars, workshops, conference are conducted
in Indian Concrete Institute throughout the year. The events are organized
both in National and international level.

Objectives of Indian Concrete institute

 To promote growth of concrete construction.

 To arrange periodical seminars, exhibition.
 To develop and find out new solutions to problem by having great
R&D team.

Cement Manufacturers Association is the apex body of large cement

plants in India. The main business is to establish good business
environment among the cement companies.

Objectives of Cement Manufacturers Association

 To promote cement products

 Engage with commercial bodies with Indian cement industry.
 To research and develop the present market scenario.
 To have good connection with both the central government and
state government.

List of Cement companies in India

1. India cements
2. Ultratech cements
3. ACC Limited
4. Dalmia cements
5. Ramco cements
6. Bharathi cements

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 7. Ambuja cements
8. MP Birla cements
9. Zuari cements
10. Chettinad cements
11. Heidelberg cements
12. JK cements
13. JSW cements
14. Prism cements
15. Shree cements
16. Orient cements
17. Emami cements
18. KCP limited
19. Andhra cements
20. Binani cements

Types of Cement and their Uses

1. Ordinary Portland Cement (OPC)

2. Portland Pozzolana Cement (PPC)
3. Portland slag cement
4. White Cement
5. Sulphate resisting Cement
6. Low heat Portland cement
7. Rapid hardening cement

1. Ordinary Portland cement:

Ordinary Portland cement is known as OPC cement. It is a cement type

that is commonly used in general building constructions. It is a
combination of clay, limestone and other materials to create OPC and it is

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then heated. OPC cement is used to build bridges, buildings, and roads
because of its strength and durability.

2. Portland slag cement:

Portland Slag Cement (PSC) is cement which is made by mixing cement

with other material known as granulated blast furnace slag. It is known
for its strong, durable, and resistant qualities. It is used for constructions
that are near the sea. It is used for construction of dams and other mass
concrete works.

3. Portland Pozzolana cement:

It is known as Portland Pozzolana Cement (PPC) which is created by

combining cement with unique substances known as pozzolanas. Portland
Pozzolana cement has a high resistance to various chemical attacks on
concrete compared with ordinary Portland cement. It is used in marine
structures, sewage works, sewage works. It is also known for its
environment friendly benefits.

4. White cement:

White cement is created from a mixture of limestone, clay and materials

that are low in iron. It is a type of Ordinary Portland cement. The white
cement is used for interior and exterior decorative work like floorings,
swimming pools, marble tiles etc...

5. Sulphate resisting cement:

Sulphate cements is used to reduce or resist the sulphate attack on

concrete as the soil has high sulphate rate. The sulphate cements is used
in construction where the land has high level of sulphate rate. It is also
used in marine constructions as the concrete is exposed to seawater.

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6. Low Heat Portland cement:

Low heat Portland cement produces generates less heat during the
hydration process when compared to ordinary Portland cement. It helps to
reduce the temperature and risk of thermal cracking. The cement is used
in construction of dams, bridges as it reduces heat this will help to reduce
the crack in concrete.

7. Rapid hardening cement:

Rapid hardening cement is a type of cement which gains strength and

hardens quickly when it is mixed with water. It is highly strengthen
cement with long-term strength but no long term durability. The only
drawback of Rapid hardening cement is less durability.

Marketing is an action where a company attracts its target audience with

company’s product or service through high quality message. Marketing
are into different categories and it is dependent on the company’s
product/service. In this study the impact of advertisement and digital
advertisement is analyzed. Any paid form of presentation and promotion
of goods, ideas or services by an identified sponsor is known as
Advertisement. Advertisement is a type of marketing that helps to sell or
promote a good or service. Advertisement can be done in variety of
media platforms such a print (Newspaper and Magazines), television,
radio, outdoor billboards, social media, and digital platforms.

Objectives of Advertisement:

 To increase the sales of a company product or service.

 Expansion of market
 To counter competition
 To create brand awareness

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  To educate the features of the company products or services

The cement companies analyses the brand with the marketing mix
(product, price, place, promotion).These are several marketing strategies
like product development, pricing, promotion planning etc.. The cement
companies market their product through emotional or rational appeal.
This means the cement companies promote their product through
emotional attachment that a customer can relate to and therefore it relates
to customer and the customer makes the purchase. In other way the
company markets their product through rational appeal which means they
promote their product by explaining feature of products, benefits,
technical aspects etc...

ROLE OF CEMENT INDUSTRY IN GDP

 It is one of the largest contributor of GDP

 It contributes about 1.2% of GDP and employs more than 0.5

million people.

 The Indian cement industry value as of now is USD26023.83

million.

 The Indian cement industry contributed revenue of Rs 9,823

crores to Indian Railways.

Advertisement agency

Advertisement agency is an independent and owned by the advertisers

(companies). The advertisement agency provides services to create, plan
and manage advertising for clients (companies). The advertisement
agency works with companies, NGO and government to develop and
execute plan across various channels of media. Advertisement agency

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have all source of talent pool such as market researchers, data analyst,
Director, editor, music composer, copywriters, graphic designers,
marketing strategies, media planners and account managers for planning,
execution, development of advertisement campaign. The advertisement
agency provides media planning and buying, social media management,
public relations and brand strategy development. There are many
advertisement companies in India and in the world. Few of the
advertisement agency are owned by companies were as most of the
advertisement agency are owned by individuals. Below are the top 10
advertisement agencies in the world and India.

Top ten advertisement agencies in the world:

1. Ogilvy & Mather

2. BBDO
3. Publicis Groupe
4. Dentsu Inc
5. McCann
6. Bartle Bogle Hegarty
7. Omnicom Group
8. Havas
9. Saatchi & Saatchi Bucharest
10. WPP

Top ten advertisement agencies in India:

1. DDB Mudra Group

2. FCB Ulka Advertising Pvt.Ltd.
3. Havas Worldwide India Pvt.Ltd
4. Mullen Lowe Lintas Group
5. Dentsu Aegis Network

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 6. McCann Erickson India Pvt.Ltd
7. Madison Communication Pvt.Ltd
8. Group M Media India Pvt.Ltd
9. Brandemic
10. Grey Global Group

The key features of Indian cement industry

 The Indian cement industry is one of the eight core industries in

India.

 The Indian cement industry uses the best available technology and
functions thermodynamics limit of manufacturing process.

 Indian railways are always associated the cement industry to create

great infrastructure.

 20,000 downstream jobs are created by the Indian cement industry.

 The Indian cement industry uses a technology called LMS

(Logistics Management System) where the tracking of
transportation, production and movement of transit are tracked and
kept in record.

 Radio Frequency Identification (RFID) tags are used on trucks.

 Transportation Analytical Centre (TAC) has enabled many cement

companies/plant to inbound/outbound movement of cement
products throughout the country.

 The southern part of India produces large amounts of cements

when compared to North India.

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 Most of the limestone is in the Southern part of India. 98% is
owned by Private sector and only 2% of cement is owned by public
sectors.

 The government of India aiming to develop the infrastructure of

Indian cements industry by choosing over 100 smart cities.

 Almost 70% of India’s overall cement products are accounted by

top 20 cement companies.

 India cements have 8 integrated cement plants Tamil Nadu,

Telangana, Andhra Pradesh and Rajasthan and Maharashtra.

 India’s RMC is only 10-12% in overall concrete production.

 The average cement price has decreased 3.6%

 Green cement can decrease 40% of emission of carbon in nature.

 During covid pandemic there was a decrease of 45-50 percent in

2020-2021 financial year.

 The cement sales stood at Rs 63,771 in 2020-2021 financial years.

 If there is a decrease in demand of housing and constructions then

it will affect the Indian cement industry.

 JK cements invested Rs 1700 crores to increase its production

capacity.

 Ultratech cements have invested Rs 940 crores.

 Indian cement industry is considered to be the greenest cement

manufactures among the world.

 It has more than 7% of global installed capacity.

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 The installed capacity of Indian cement industry is 500 million
tonne per annum and the production of 298 million tonne per
annum.

 Dalmia invested US $70.1 million in Jharkhand.

 The Indian cement industry is expected to grow and produce more

than 550 million tonne by 2025.

 The Indian cement industry and Indian railways collaborate

together for the development of infrastructure in India.

 The housing sector consumes more than 60%of cement in India.

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 CHAPTER 3

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES:

 To understand the effectiveness of advertising in the cement

industry in creating brand awareness and recognition.

 To understand how advertising affects the perception of cement

products among potential customers.

SECONDARY OBJECTIVES:

 To understand the role of advertising in educating customers about

the technical aspects of cement products

 To analyze the impact of digital advertising on the cement industry.

 To identify the types of advertising strategies used in the cement

industry to differentiate products.

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 CHAPTER 4

REVIEW OF LITERATURE

MARKETING TACTICS OF THE CEMENT INDUSTRY

Harsh Kumar (2022) defines that India being the 2nd largest producer of
cements after China, they follow certain marketing strategies to achieve
the profits. Since the growth rate of cement is low this is approximately
9%, 11%, and 13% so the Cement companies follow many advertisement
strategies to achieve the targets. Also the support from the government
has been come up with the action plans for the growth in smart cities,
innovative policies, innovative marketing strategies, foreign policies, and
many other development tactics are undergoing in India to fetch the
cement industry in top-most level.

INFLUENTIAL MARKETING STRATEGIES ADOPTED BY THE

CEMENT INDUSTRIES

Dr. Anjay Kumar Mishra (2019) says that cement industry is an

oligopoly industry so almost all the cement companies use same
techniques and materials to produce cements. To distinguish from other
competitors cement companies use various techniques to achieve the
sales and target customers. The sales of the cement can vary upon the
marketing efforts, like price, brand building, service, media
advertisements and the goodwill of the company.

The sales of the cements are achieved by giving Bonus coupon and credit
period to the customers. The consumer satisfactions have played a crucial
role in promoting the products and positioning them in the market and
achieve sales.

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CONSUMER PREFERENCE FOR CEMENT BRANDS USED IN
CONCRETE PRODUCTION

Jianxue Song (2022) in his research he found that brand name,

durability, easy to work with, well packaged, available in nearby shops
and external factors such as recommendations from professionals,
friends/ family. The brand preference exists among consumers due to
demographics and influencing factors, implying the manufacturers and
marketers could introduce product differentiation using these variables.

Brand positioning is the key factor when it comes to achieving the sales
of the cement companies in this literature he has explained how brand
positioning helps to achieve the sales of the cement companies. The
cement companies should place their product in such way that it develops
the goodwill of the product among the target consumers.

THE EFFECT OF PRICES AND PROMOTIONS ON PURCHASE

DECISIONS ON CEMENT

Muhammad Beni (2019) in his research findings he derives that Price is

the main factor of consumers to decide on purchases because consumers
will buy the product or service if the price given or offered by the
producer is in accordance with the quality of the product or service
provided. The consumer will decide to make a purchase if the price given
by the producer is in accordance with the quality of the product. In his
hypothesis he found that price has positive value and significant influence
on purchase decisions.

JK CEMENT ADVERTISEMENT ANALYSIS

Christ (2022) Research has shown that celebrity endorsements can

increase consumer trust and willingness to buy a product or if their

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personal behavior contradicts the brand's values. They have also
suggested that advertising could be more effective and ethical by focusing
on product features and benefits.

IMPACT OF EXTERNAL INFLUENCER RECOMMENDATION IN

PURCHASE BEHAVIOR PROCESS OF SELECTION OF CEMENT
FOR CONSTRUCTION

Arijit Maity(2014) The customer purchase behavior and influencer

marketing suggests that influencers can be an effective tool for marketers
to influence consumer behavior but that their impact may vary depending
on the product category target audience and other factors.

The study provide valuable insights into the factors that influence cement
purchase behavior in the construction industry and help marketers
develop more effective marketing strategies.

DEEP DIVE INTO THE MARKETING STRATEGY OF AMBUJA

CEMENT

Aditya Shastri (2021) the factors that influence the selection of cement
by customers, including price, quality, brand reputation, and customer
service. However the specific impact of recommendation on customer
purchase behavior in the cement industry has not been extensively
explored. Social influence refers to the impact that other people have on
an individual's attitudes and behaviors. Study has shown that social
influence can be a powerful factor in determining consumer behavior,
particularly in the context of product recommendations.

The reputation of a brand can be influenced by a variety of factors,

including product quality, customer service, marketing efforts, and social
influence.

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The customer purchase behavior in context of cement selection that
influence customer decision-making such as social influence, brand
reputation, and marketing efforts.

MARKETING MIX STRATEGIES AND INDIAN CEMENT SECTOR

ARTICLE

Sunil Kumar (2013) study is about the marketing mix and research
methodology in the cement industry. It explains the four Ps of marketing:
product, price, promotion, and place and how they can be used to
determine a product or brands offering. It details about each of the four
Ps, explaining how they are important for marketing strategies, and gives
examples of pricing strategies and communication methods. Importance
of various aspects such as product life cycle, product mix, and product
development, pricing. Finally, he also discusses promotion, which
includes various methods of communication such as advertising, public
relations, personal selling, and sales.

A STUDY ON BRAND PREFERENCE OF SELECTED CEMENTS

WITH SPECIAL REFERENCE TO DINDIGUL DISTRICTS

K. Amutha, S.P.Vinayak (2015) the study focuses on brand preference

for cement among consumers in Dindigul district, India. It identifies the
changing preferences and expectations of consumers from branded
cement and also the need to determine the attributes that motivate buyers
to purchase cement. The importance of branding in the cement industry
and the marketing performance of various cement companies in India is
also studied. Consumers have certain expectations from branded cements
in terms of quality, instant drying, price, packing, and door delivery.

The most important factors that influence their buying behavior are
quality, price, durability and availability. Also the most common

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problems faced by consumers while using branded cements are slow
setting, cracks, and shrinkage.

RETAILERS' BUYING PREFERENCE IN CEMENT RETAILING

D.RAVINDRAN (2019) the studies analyze the buying preference of

cement by retailers in Chennai and explore their preference towards
cement brands. The most important factors influencing retailers
purchasing decisions were price, quality, and reliability of the supplier,
product quality, brand image, price, and delivery time.

He found that retailers preferred to purchase from suppliers with a strong

brand image, as it provided them with a sense of security and reliability.

TO STUDY THE TRIGGERS AND BARRIERS IN SELECTING A

CEMENT BRAND

Ravindra Kumar Singh (2020) it discusses the challenges faced by

cement companies in developing successful cement brands in India. The
companies lack patience in building the brand and a significant
promotional and promotional budget and other important factors like
logistics, quality network, and customer service. Cement taxes and
government charges are high relative to countries in the Pacific region of
Asia and the industry has faced an issue of inadequate supply of the
primary fuel gas. Many cement companies struggle to develop cement
brands in the country because they do not have the patience to build a
brand.

One of the distinguishing features of the Indian cement industry is that

the position of limestone reserves in selected states has contributed to its
growth. The production of cement in India is generally at its highest in
March, whereas it’s minimum in the month of Aug and Sept.

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Additionally, cement is a high volume and low demand material, and
competition is often concentrated on the cost of shipping cement to
distant markets. A successful brand requires efforts on a variety of fronts,
including advertisement, marketing, logistics, and customer service.

A STUDY ON CUSTOMER PERCEPTION TOWARDS CEMENT IN

COIMBATORE CITY

Dr. B. Saranya, Dr. V. Kavitha (2014) the study focused on Coimbatore

City where construction activities are undergoing rapid expansion. The
study examines the Indian cement industry, which plays an important role
in the nation's development through infrastructure construction. Factors
Affecting Customer Perception is various factors such as price, quality,
availability, and convenience when selecting a cement brand. The quality
of the product and its price were the most significant factors that
influenced customers' purchasing decisions. Also good customer service,
such as free door delivery, discounts on bulk purchases could influence
customer perceptions.

The study recommends that cement manufacturers should focus on

improving the quality of their products and reducing their prices to attract
more customers.

STRATEGIC MANAGEMENT PRACTICES IN INDIAN CEMENT

INDUSTRY AND ITS GROWTH

Sunil Kumar (2016) the industry is described as cyclical and facing

challenges related to poor return on capital employed, high cost burden,
and poor sales management. It is also noted that the Indian cement
industry has some unique features such as group approach to expansion
and interdependence among firms which affect their strategies and
profitability. It is observed in the study that 20% firms are foreign

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controlled, 60% firms have well known group affiliations and rest 20%
firms do not seem to have clearly identifiable group affiliation.

MARKETING STRATEGIES OF INDIAN CEMENT INDUSTRY

Arun Kumar (2019) the Indian cement industry has attracted several
global cement companies, reflecting a huge potential for investment. It
also describes different marketing strategies adopted by Indian cement
companies such as market dominance strategy, market mix strategy,
innovative marketing strategy, market development and expansion
strategies, and corporate social responsibility strategy. The marketing
strategies adopted by a firm have a strong customer satisfaction.

In many cement companies in India have also use digital marketing

strategies to enhance their product by using social media platforms,
online advertising, and search engine optimization to increase brand
awareness and promote their products.

BRAND PERCEPTION AMONG CEMENT BRANDS –AN INSIGHT

AMONG CONSUMERS

M Suryakumar (2021) the customer's perception of a brand is

influenced by a range of factors, including advertising, product quality,
customer service and social media presence. Brand perception is a factor
in determining customer loyalty and an impact on a company's financial
performance.Shukla and Singh (2018) found that customers in India tend
to stick with well-established brands, even if they are not actively
promoted. M Suryakumar argues that cement companies need to focus on
improving the quality of their products and e in effective promotion and
advertisement. Brand perception is influenced by five key factors: brand
personality, brand culture, brand presence, brand relationship, and brand
loyalty.

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M Suryakumar argues that companies need to invest in improving their
brand image to increase customer satisfaction and loyalty.

MARKETING STRATEGY OF SELECTED CEMENT COMPANIES

IN INDIA

Dr.Pawan Kumar Dubey (2021)it focuses on the marketing strategies

adopted by the cement industry in India to maximize sales in both
national and international markets. Marketing strategy decides the future
position of the company in the market and the industry. The environment
in the cement industry is highly competitive and companies need to adopt
digital based and unique marketing strategies for survival as well as for
growth and development in the cement industry. The results show that
technology plays a vital role in the growth of the cement industry and
companies need to change in technology to utilize the opportunities
present in the cement market.

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 CHAPTER 5

RESEARCH METHODOLOGY

DATASOURCES:

PRIMARY DATA:

Primary data were collected from respondents through structured

questionnaires.

SECONDARY DATA:

The Secondary data collected are through company records, magazines,

reports, blogs, articles and internet are used in the research.

SAMPLING:

Sample population: Employees, Individuals, students.

SAMPLE SIZE:

Of the total intensities samples were 117

SAMPLE METHOD:

Convenient sampling as the survey was conducted with convenience of

the respondent.

TOOLS USED FOR ANALYSIS:

Closed-ended questionnaire was used, different types of opinion with

reference to study and question type is likert scale. Collected data were
analyzed using statistical tools such a correlation, Regression, chi-square.

GRAPHICAL REPRESENTATIONS OF DATA:

Pie charts and bar graph have been used for data analysis.

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 CHAPTER 6

COMPANY PROFILE

Picture Source: Wikipedia

India Cements is a building material company based in Chennai, Tamil

Nadu.India cements Ltd was founded in the year 1946 by two men, Shri S
N N Sankaralinga Iyer and Sri T S Narayanaswami. From a two plant
company having a capacity of just 1.3 million tonnes in 1989, India
Cements has robustly grown in the last two decades to a total capacity of
15.5 million tonnes per annum. After the approval of a Scheme of
Amalgamation and arrangement between Trinetra Cement Ltd and
Trishul Concrete Products Ltd with The India Cements Ltd, all the
cement assets have come under one roof - India Cements. India Cements
has now 8 integrated cement plants in Tamil Nadu, Telangana, Andhra
Pradesh and Rajasthan and two grinding units, one each in Tamil Nadu
and Maharashtra. India Cements has ventured into related fields like
shipping; captive power and coal mining have purposeful synergy to the
core business. This also stemmed from the company’s strategy of
emerging as an integrated pan India player to combat uncertainties in
securing energy and other inputs in the supply chain at competitive costs.

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Type Public
Traded as BSE: 530005
NSE: INDIACEM
Industry Construction
Founded 1946
Head quarters Chennai, Tamil Nadu, India
Key people N. Srinivasan
(Managing Director)
Rupa Gurunath
(Whole – time Director)
Products Cement
Revenue ₹4,510 crore
(US$560 million)
(FY 2021)
Net income ₹208 crore
(US$26 million)
(FY 2021)
Total assets ₹11,670 crore
(US$1.5 billion) (2020)
Number of employees 3000

24 | P a g e
 HISTORY OF THE COMPANY

India cements Ltd was founded in the year 1946 by two men, Shri S N N
Sankaralinga Iyer and Sri T S Narayanaswami. Sri T S Narayanaswami,
the banker turned industrialist, was the catalyst who saw the project cross
through numerous hurdles and emerge as a viable and marketable
proposition. He looked beyond cement and ventured into aluminum,
chemicals, plastics and shipping. A pioneer industrialist and visionary, Sri
T S Narayanaswami played a dynamic role in the resurgence of
industrialization in free India. They had the vision to inspire dreams for
an industrial India, the ability to translate those dreams into reality and
the ability to build enduring relationships and the future.

The year was 1946. The Second World War was over and political
freedom was round the corner. It was then The India Cements Ltd. began
its humble moorings in the form of a cement factory at Talaiyuthu in
Tirunelveli district, Tamil Nadu. As one of the oldest Indian corporate,
established in 1946, the company set up its first plant in 1949 at
Shankarnagar (Talaiyuthu). The India Cements Ltd. is indeed a pioneer
enterprise during the post-independence era to become a public limited
company. The first annual report appeared on 21.4.1947. The company’s
prospectus was favorably received and the public issue was
oversubscribed.

India Cements celebrated the Birth Centenary of Sri T S Narayanaswami

on November 11, 2011. The Indian Postal Department released a
Commemorative Postage Stamp in Honor of Sri T S Narayanaswami on
November 11, 2012.

From a two plant company having a capacity of just 1.3 million tonnes in
1989, India Cements has robustly grown in the last two decades to a total

25 | P a g e
capacity of 15.5 million tonnes per annum. After the approval of a
Scheme of Amalgamation and arrangement between Trinetra Cement Ltd
and Trishul Concrete Products Ltd with The India Cements Ltd, all the
cement assets have come under one roof - India Cements. India Cements
has now 8 integrated cement plants in Tamil Nadu, Telangana, Andhra
Pradesh and Rajasthan and two grinding units, one each in Tamil Nadu
and Maharashtra.

While retaining cement over the years as its mainstay, India Cements has
ventured into related fields like shipping, captive power and coal mining
that has purposeful synergy to the core business. This also stemmed from
the company’s strategy of emerging as an integrated pan India player to
combat uncertainties in securing energy and other inputs in the supply
chain at competitive costs.

PRODUCTS

The India Cements Limited products are known for its superior quality,
brand value and reputation in market.

Source: The India Cements Limited

Coromandel king PPC Cement. PPC Cement is used for brickworks,

plastering and all other not structural cement works, it has more flyash

26 | P a g e
content than OPC. PPC cement is used where Extra Durability is required
and is preferred in mass construction.

It usually cost less than OPC. Prices are valid only in Hyderabad, India.
It is the finest choice for all houses, buildings, apartments, in addition to
high-rise building construction work. The cement industries make use of
oceanic shells, as a raw material. This has been set up at Gujarat, Kerala
as well as Chennai. India is one of the prime cement producers in the
world after China.

Advantages:

 Low heat of hydration

 Low water demand
 Enhanced durability

Applications:

 Residential and commercial buildings

 Industrial
 Mass concrete work

Source: The India Cements Ltd

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Sankar super Power is a six decade brand with emotional values
providing trust and confidence for its consumers over generations. Strong
houses built with Sankar Super Power created peaceful homes. The most
popular cement brands in Tamil Nadu and Kerala.

The main graphic element of this packaging is the Pamban Bridge. As a

result, a whole image of construction mixtures was created for those who
value reliability and are proud of their native India Cements.

Advantages:

 Higher workability
 Reduced bleedings
 Low water demand

Applications:

 Marine works
 Residential works and Commercial
 Mass concrete work

Source: The India Cements Ltd

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Raasi Gold PPC Cement. PPC Cement is used for brickworks, plastering
and all other not structural cement works, and it has more flyash content
than OPC. It is preferred in mass construction. It usually cost less than
OPC. The Company is endorsed by Andhra Pradesh Industrial
Development Corporation Ltd. (APIDC). It is in the joint sector with
N.K.P. Raju PPC is prepared from cement clinker (77%), gypsum (3-
5%), in addition to fly-ash (20%). It is a Premium product applied in
residential Construction. This kind of cement is used in general civil
engineering Construction. This grade of cement is the greatest cement
for concrete.

Advantages:

 Higher workability
 Low hydration
 Low water demand

Applications:

 Suitable for wide range of applications including masonry

applications.
 Marine works
 Residential works and Commercial

Source: The India cements Ltd

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Raasi concrete is designed for Odisha is cement produced by inter
grinding high quality clinker with reactive silica and gypsum using next
generation grinding technology. In ordinary cements, water reacts with
calcium hydroxide to form calcium bicarbonates which leaches out of the
concrete leaving behind voids/pores which reduces strength of concrete.

Advantages:

 Low hydration
 Low water demand
 Resistance to sulphate and chloride attacks

Applications:

 Suitable for wide applications

 Marine works
 Residential works and Commercial

Source: The India Cements Ltd

Coromandel Super King designed for concrete is cement produced by

inter grinding high quality clinker with reactive silica and gypsum using
next generation grinding technology. Coromondel super kings DFC has
been designed to give you building durability. Research over the years

30 | P a g e
has proved that concrete with Coromandel super king DFC achieves the
following benefits.

Advantages:

 Higher long term strength

 Reduced bleeding
 Low heat of Hydration

Applications:

 Suitable for wide applications

 Marine works
 Residential works and Commercial

Source: The India cements Ltd

Oil well cements are used in the form of slurries in conditions

encountered in drilling bore hole for oil exploration- not used for
structural concrete although it will easily meet the requirements of OPC.

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Benefits:

 Excellent retarder response for higher economic benefit mix

design.
 Non-settling by uniformity in Rheology.
 Consistent quality for slurry design portability

Source: The India cements Ltd

Concrete sleepers are popularly used as a replacement to wooden railway

sleepers to withstand better the dynamic loads due to heavy train traffic
and high speed trains. These concrete sleepers are now replacing the other
types of sleepers except in some special circumstances like bridges, etc.
where wooden sleepers are used. Mono block concrete sleepers and Twin
block concrete sleepers are predominate products of Coromandel king
sleeper cement. Every sleeper manufactured with coromandel king
sleeper cement has an estimated life of 50 years. It can withstand the
unfavorable climatic conditions, temperature, humidity, fungus or insect
attack.

32 | P a g e
 Source: The India cements Ltd

Coromandel SRPC is superior OPC cement with special properties to

fight against Sulphur attack. This unique property makes it to stand out in
comparison to ordinary sulphur resistant cement. It special property of
sulphate resistance coupled with high strength breaks the myth that SRPC
cannot be used for higher grades of concrete.

The key features of The India Cements Limited:

 The India cements Limited reported Rs 130 crores net quarter of

month for December quarter 2022-2023

 The India cements product’s initial setting time is >160 mins.

 The India cements product’s quick setting time is 70% faster in

final setting time.

 It generates 50% less heat.

 India cements are one of the leading manufacturer and supplier of

cement and rated as one of the best cement in India.

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  India cements limited also pays employee’s marriage and other
personal activities.

 India cements are also having temple built by them.

 Sports activities such as Volleyball, Cricket, are conducted among

inter/intra plant to boost the employees of India cements limited.

Source: Times of India

Indian cricketer, Former Indian team captain and CSK captain Mahendra
Singh Dhoni is the VP, Marketing of The India Cements Limited. He was
picked up by Chennai Super Kings in 2008 Indian Premier League
auctions for 1.5Million.He was the highest bid in 2008 IPL auctions. In
2021 MS Dhoni, VP Marketing made his debut presentation on growth
and future of India cements limited.

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The India cements limited and Tvasta strategic collaboration

Source: The India cements Ltd

India cements whole-time director Mrs. Rupa Gurunath and Tvasta Co-
founder Mr. Vidyashankar C Co-founder; COO of Tvastasigned MoU for
a strategic collaboration which will focus on R&D and synergetic
exchange of technology to develop new raw material formulations used in
3D printing applications.

CSR (Corporate Social Responsibility) of India cements Limited

 CSR (Corporate Social Responsibility) of India cements Limited

 Blood & Eye donation camps.
 Pulse polio camps.
 Diabetic Detection camps.
 Drinking water facilities to balwadis& angwadis.
 Awareness camps for surrounding villages.
 Alcohol & drug eradication camps

35 | P a g e
 Educating farmers about the use of technology in farming.
 Libraries and laboratory for surrounding villages.
 Tuition classes/special coaching classes for 10th and 12th students.
 Computer classes for teachers and students.
 Career guidance programs for school/college students.
 To provide sports, learning and toy materials.
 Scholarship to students of local village studying in Government
schools.
 Construction of class rooms in government schools.
 To increase the Adult literacy rate in village.
 Conducting competitions, programs on national days such as
Republic day, Independence Day, Gandhi jayanthi, teacher’s day
in Government schools.
 Awareness programs of eradication child labor.
 Providing rain water harvesting to local village
 Recycling, reuse and reduce of waste in village and educating the
local village people.
 Construction of bus shelters to rural areas.

36 | P a g e
 CHAPTER 7

DATA ANALYSIS AND INTERPRETATIONS

7.1 The table showing gender of respondents.

Responses No. of responses Percentage of responses

Male 84 71.79%
Female 33 28.21%
Total 117

Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

From the pie chart we infer that 80.34% is Male and 19.66% are Female.
This means the respondents are majority of Male. Out of 117 respondents
94 were male and 23 were Female.

37 | P a g e
7.2 The table showing Age of respondents.

Age No. Of responses Percentage of responses

20-25 67 57.26%
25-30 25 21.37%
30-35 17 14.53%
35-40 6 5.13%
>40 2 1.71%

Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

From the pie chart shows that 57.26% were between the age of 20-25 and
21.37% were between the age of 25-30, 14% were between the age 30-
35, 5.13% were between the age of 30-35 and 1.71% were between the
age of >40.

38 | P a g e
7.3 The table showing Income of respondents.

Income No. Of Responses Percentage of responses

0-3 Lakhs 71 61%
3-6 Lakhs 34 29%
6-10 Lakhs 7 6%
10-15 Lakhs 3 3%
> 15 Lakhs 2 2%
Total 117

Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

From the pie chart shows that 71 respondent which is 61% were earning
between 0-3 Lakhs and 34 respondents which is 29% were earning
between 3-6 Lakhs, 7 respondents which is 6% were between 6-10 Lakhs,
3 respondents which is 3% were earning 10-15 Lakhs and 2 respondents
which is 2% were earning > 15 Lakhs. This shows that majority of
respondents were earning 0-3Lakhs followed by respondents 3-6 Lakhs.

7.4 The table showing respondent seen digital advertisement.

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 Digital Advertisement seen No of Percentage of respondents
respondents
Yes 83 71%
No 34 29%
Total 117

Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

This pie chart shows that the 83 respondents which is 71% of have seen
digital advertisement and the 34 respondents which are 29% have never
seen a digital advertisement for cement products. From this we can derive
that almost everybody has seen digital advertisement.

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7.5 The Table showing the respondent recommending the cement
product based on digital advertisement. On scale of 1to5, 1-
very unlikely, 2- unlikely, 3- Neutral, 4- likely, 5- very likely.

Recommendation of cement No of responses Percentage of responses

Very unlikley 12 10%
unlikley 20 17%
Neutral 47 39%
Likely 22 19%
Very likley 17 15%
Total 117

Interpretation:

The objective of using bar graph is to represent the data in a

diagrammatical format.

The bar chart represents the likelihood of recommending a cement

product after seeing a cement advertisement in digital platform. The
majority of respondent have chosen Neutral which is 39.8% and 18.6%
have chosen of recommending a cement product after seeing an

41 | P a g e
advertisement in digital platform. We infer that the recommending of
cement product is based on advertisement strategy used by the company
as majority have chosen neutral which means depending upon the quality
of cement advertisement and message conveyed to the customers. The
14.4% have strongly mentioned of recommending a cement product after
seeing the advertisement.

7.6 The Table showing the respondent searching online before

making a purchase of cement products.

Purchase of cement No of responses Percentage of responses

Always 13 11.11%
Often 10 8.55%
Sometimes 34 29.06%
Rarely 32 27.35%
Never 28 23.93%
Total 117

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Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

This pie chart shows that the 34 respondents which are 29.7% search in
online before making a purchase of cement products. The 32 respondents
which are 27.35% search in online before making a purchase of cement
products. The respondent of sometimes and rarely being as the highest
response is because the customer enquiry about the cement products
either with their friends or dealers. This could be the reason why
respondent have chosen sometimes or rarely. At the same time the
customer can get better deal/offer from retailers and wholesalers.

7.7 The Table showing which media of advertisement has influence

to buy cement products.

Type of Media No of Percentage of

responses Responses
Print ads(Newspaper or Magazines) 5 4.3%
TV ads 65 55.6%
Radio 1 1%
Digital Ads (Social media, websites,
emails) 27 23.1%
Bill boards or outdoor Ads 4 3.4%
All the medium 15 12.8%
Total 117

43 | P a g e
Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

The pie chart shows that TV advertisement has great influence among the
customers. Total number of 65 respondents which is 55.65% chose TV
advertisement whereas Digital Advertisement is also having an influence
over the purchase decision of cement products.

The reason for TV advertisement being the highest among the different
types of media is because of the Traditional media. TV Advertisement is
considered to be the one of the oldest and traditional media for
advertisement. The Print ads being only 4.3% in this study is could be
because of the digital exposure of this generation. At the same time TV
advertisement has taken over digital advertisement is because of less
market target audience in Digital when compared to traditional media
Television.

44 | P a g e
7.8 The Table showing How Helpful is advertisement in terms of
educating the customers about Technical aspect of cement
products. On scale of 1to5, 1- Not at all helpful, 2- Not helpful,
3- Neutral, 4- Somewhat Helpful, 5- Very helpful.

Rating of learning from No of respondents Percentage of

advertisement respondents
Not at all helpful 13 11.11%
Not helpful 9 7.69%
Neutral 57 48.72%
Somewhat Helpful 24 20.51%
Very helpful 14 11.97%
Total 117

Interpretation:

The objective of using bar graph is to represent the data in a

diagrammatical format.

The bar chart represents how advertisements educate the customers about
the technical aspect of cement products. The majority of respondent have

45 | P a g e
chosen Neutral which is 57 (48.3%)this proves that customers are either
learn or they understand from seeing an advertisement. 25 respondent
have mentioned that they learn technical aspect from Cement
advertisement. This could be the effectiveness of advertising cement
products. Some cement advertisement explains about the technical
aspects of cement product through easy explanation which is helpful for
customers to learn technical aspect of cement products. The cement
company’s majority of them never explain the technical side of the
cement products instead they focus on the strength and durability of the
products.

7.9 The Table showing the effectiveness of digital advertisement in

promoting cements products. On scale of 1to5, 1- Not at all
effective, 2- Not effective, 3- Neutral, 4- effective, 5- Very
effective.

Effectiveness No. of responses Percentage of responses

Not at all effective 8 6.84%

Not effective 17 14.53%

Neutral 49 41.88%

Effective 31 26.50%

Very effective 12 10.26%

Total 117

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Interpretation:

The objective of using bar graph is to represent the data in a

diagrammatical format.

The bar chart represents how effective is digital advertisement in

promoting cement products. The majority of respondent have chosen
Neutral which is 49 (41.88%) which means that customers feel that it is
not that effective in promoting cement products. The reason could be the
audience in digital media does not pay full attention to advertisement. 31
(31%) respondents feel that digital advertisement is effective. The digital
advertisement have better effectiveness in promoting cement products
with evidence to 36% more feel effective where 41.6% feel neutral and
only less than 219% feel ineffectiveness. This proves that there is
effectiveness of digital advertisement in promoting cement products.

47 | P a g e
7.10 The Table showing the strategies used by cement companies to
promote cement products.

Advertisement strategy No of responses Percentage of

responses

Strength, durability 30 25.64%

Cost savings, environmental

friendly 18 15.38%

Offerings, discount or
promotions 20 17.09%

Strong social media presence 14 11.97%

Celebrity endorsement 8 6.84%

Above all 27 23.08%

Total 117

Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

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The pie chart shows that customers prefer Strength, Durability of cement
product advertisement shown by cement companies to make purchase
decision as it has 25.64%. The customer wants all the company to give all
the possible benefits such as Cost savings, celebrity endorsement, and
strong social media presence. 17.09% of customers prefer offers, discount
or promotions shown in advertisement by the cement companies. Total
number of 65 respondents which is 55.65% chose TV advertisement
whereas Digital Advertisement is also having an influence over the
purchase decision of cement products. The customers also prefer discount
and cost saving sales promotion which help to achieve sales but cannot
assure due to other factor influencing sales of cement products.

7.11 The Table showing the advertisement message used by cement

companies to promote cement products.

Advertisement message No of Percentage of

responses responses
Emotional appeal 18 15%
Rational appeal 57 49%
Combination of both emotional and
rational appeal 42 36%
Total 117

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Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

The pie chart shows that 48.7% of customer prefers advertisement which
is rational appeal. The customer wants to know the products features,
quality type, price etc... Whereas 35.9% prefer combination of both
emotional and rational appeal which proves that customer wants to know
the features of cement product with emotional appeal which could be
inspiring stories, some personal touch where customer can relate to the
product and buy that product.

7.12 The Table showing the different types of digital advertisement

channels used for advertising cement products.

Digital advertisement No of responses Percentage of response

Facebook 9 7.69%
Google Ads 20 17.09%
Instagram 17 14.53%
Websites 12 10.26%
Youtube 59 50.43%
Total 117

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Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

The pie chart shows that 50.43% which is half the responses says that
Youtube. This means Youtube has strong medium to reach the customers
when it comes to digital advertisement of cement products. Google Ads is
17.09% this proves that cement companies giving advertisement in
Google ads can boost or at least make brand visible to target audience as
the cost of advertisement in Google ads is relatively less when compared
to Youtube advertisement.

7.13 The Table showing the Cement brands that are popular among
the customers.

Cement brands No of responses Percentage of response

Ultratech cements 51 43.59%
Shankar cements 15 12.89%
Ramco cements 14 11.97%
MP Birla cements 2 1.71%
Jaypee cements 1 .85%
Dalmia cements 25 21.37%
Coromandel cements 4 3.42%
Ambuja cements 4 3.42%
ACC cements 1 .85%
Total 117

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Interpretation:

The objective of using bar graph is to represent the data in a

diagrammatical format

The above bar chart represents the cement companies and their
advertisement impact among customers.43.59% Ultratech cements is
considered to be the most popular cement brand among the customer this
could be because they brand themselves as India’s number one engineers
choice when it come to cements. Dalmia cements is second with 21.37%
as it brand as Green cements which is a social marketing strategy and is
well known brand in India. When it comes to Shankar cements and
Ramco cements there is always tough competition between the brands.
Shankar cements is a well known and number one cement brand in
Southern India with 75 years of great experience in cement industry.
Likewise Ramco has been emerging as one of the well known brand in
Tamilnadu with it marketing strategy and their tie ups with the local
dealer and contractors.

52 | P a g e
7.14 The Table showing the frequency of seeing cement
advertisement among the customers. On a scale of 1to5, 1 -
never, 2- rarely, 3- sometimes,4- often.

Frequency No of responses Percentage of response

Never 22 18.80%
Rarely 59 50.43%
Often 29 24.79%
Very Often 7 5.98%
Total 117

Interpretation:

The objective of using bar graph is to represent the data in a

diagrammatical format.

The bar chart shows how often customer sees an advertisement of cement
products. 50.43% of them rarely see an advertisement of cement
products. This could be the placement of cement advertisement on right
timings at right media of channel. 18% have never seen an advertisement

53 | P a g e
on cement products. 24.7% have often seen an advertisement regarding
cement products.5.98% which is close to 6% sees advertisement very
often on cement products.

7.15 The Table showing the attractive elements in cement product

advertisement.

Attractive elements No of responses Percentage of response

Images or Visuals 30 25.6%
Slogans or taglines 21 17.9%
Celebrity endorsement 19 16.2%
Product features or benefits 47 40.2%
Total 117

Interpretation:

The pie chart is to represent the data that shows relative contribution that
different categories contribute to an overall total.

The pie chart shows those customers are attracted with the product
feature and benefits seen in cement advertisement. It shows 40.2% have
mentioned Product feature or benefits. Likewise advertisement visual or

54 | P a g e
images used have also made an impact among the customers. 25.6% of
them prefer good images or visual used in cement advertisements.
Celebrity advertisement which is 16.2% and Slogans or taglines which is
17.9% are going hand in hand as both the variables have similar number
of percentage. The Slogans or taglines play major role at the end of every
advertisement which could make the customer remember about the
products.

7.16 The Table showing the likelihood of purchasing a cement

product after seeing an advertisement.

Likelihood of No of responses Percentage of

purchasing response
Not at all likely 7 5.9%
Not very likely 17 19.5%
Neutral 48 34.7%
Somewhat likely 34 29.7%
Very likely 11 10.2%
Total 117

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Interpretation:

The objective of using bar graph is to represent the data in a

diagrammatical format.

The bar chart shows 34.7% are not sure of them buying the cement
products. They are being Neutral the reason could be any; the customer
would like to check with the dealers, friends who had previously used the
products. 29.7% are somewhat likely to purchase cement products after
seeing an advertisement. Also 19.5% customers are not very likely to
purchase cement products.

SPSS CALCULATIONS AND INTERPRETATION

Correlation:

To calculate correlation among frequency of searching online regarding

purchase of cement product and likelihood of purchasing cement
products.

Two variables were taken for correlation

a) Frequency of searching about cement products in online

b) Likelihood of purchasing of cement products.

Hypothesis:

Ho- There is no relationship between frequency of searching online

information about cement products and likelihood of purchasing cement
products.

H1- There is relationship between frequency of searching online

information about cement products and likelihood of purchasing cement
products.

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Output:

Interpretation:

The objective of correlation is to find out the relationship between two

variables which are dependent.

In the above output the relationship between frequency of searching

online information about cement product and likelihood of purchasing of
cement products is examined.

From output we infer that the correlation coefficient r= -.155 which

indicates negative correlation. This signifies there is negative correlation
between frequency of searching online information about cement
products and likelihood of purchasing cement products.

This is also justified by comparing significant two-tailed value .220 at

95% confidence interval and at 5% level of significance. Since the
calculated value .220 >.05 we accept Ho and reject H1.

57 | P a g e
Thus, there is no correlation between frequency of searching online
information about cement product and likelihood of purchasing of cement
products.

Regression:

To find out if there is relationship between likelihood of purchasing a

cement products based on different independent variables.

8 variables were taken for regression analysis where 1 was dependent

variables and 7 were independent variables.

1. Likelihood of purchasing cement products(dependent variable)

2. Age
3. Income
4. Gender
5. Channel of digital advertisement
6. Media of advertisement
7. Advertisement message
8. Advertisement strategies

Hypothesis:

Ho- There is no relationship between age, income, gender, channel of

digital ads, media of ads, ad message, and Advertisement strategy and
likelihood of purchasing cement products.

H1- There is relationship between age, income, gender, channel of digital

ads, media of ads, ad message, and Advertisement strategy and likelihood
of purchasing cement products.

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Output:

Descriptive Statistics Mean Std. Deviation N

likelihood of purchasing 3.18 1.055 117
cement products
Age 1.32 .829 117
Income 1.36 .835 117
gender 1.19 .392 117
Channel of digital ads 2.29 1.520 117
media of ad 3.04 1.505 117
ad message 2.18 .715 117
Strategies 3.26 1.905 117

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Interpretation:

The objective of multiple regressions is to find out the relationship

between multiple regressions independent variables with dependent
variable and its individual impact.

Here we find if there’s an impact of independent variables such as age,

income, gender, channel of digital ads, media of ads, ad message, and
Advertisement strategy upon dependent variable that is likelihood of
purchasing cement products is measured.

From output 1, we infer the average likelihood of 117 respondents is 3.18

and average values of independent variables (age, income, and gender,
channel of digital ads, media of ads, ad message, and Advertisement
strategy) are 1.32, 1.36, 1.19, 2.29, 3.04, 2.18, 3.26respectively.

From output 2, on analyzing the relationship between the variables we

infer the dependent variable has positive relationship (income, channel of

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digital ads, media of ads, ad message, and Advertisement strategy)
defined with values .112,.48,.093,.174,.113 and negative relationship with
independent variable (age, gender) with -.087,-.061.

It clearly shows the individual relationship. This can also be justified by

comparing the significant values of independent variables (.176, .114,
.225, .304, .160, .030, .112) with dependent variable at 10% with 90%
confidence interval. This suggests that advertisement message has
relationship with dependent variable likelihood of purchasing cement
products.

From output 3 we infer the overall relationship by identifying the

regression equation given by Y=2.465-.257+.272-
.140+00.1+.067+.225+.048.

The dependent variable varies according to the change in independent

variables by substitution of values across x variables.

Therefore, there is at least one variable that shows significant relationship

with dependent variable. Thus, we reject H0 and accept H1.

Chi-square:

To find out if there is any association between technical aspect learnt and
educating customer regarding cement products through advertisement.

Two variables were used for Chi-square analysis

a) Technical aspect learnt by customers

b) Educating customers based on advertisement

Hypothesis:

Ho- There is no association between learning technical aspect and

educating customers based on cement advertisement.

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H1- There is association between learning technical aspect and educating
customers based on cement advertisement.

Output:

Interpretation:

The objective of chi-square is to find out the association of variables. The

association between learning technical aspect and educating customers
based on cement advertisement.

From output we infer the expected frequency based on the observed

values. On analyzing mean, Chi-square value 12.845 at 4 o of freedom and
5% significance level, table value 9.488, we infer Ho is rejected and H1 is
accepted.

On comparing the significant value .012 at .05 will reject H o and accept
H1.This explains there is an association between learning technical aspect
and educating customers based on cement advertisement.

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Chi-square:

To find out if there is any association between technical aspect learnt and
type of media used for advertisement

Two variables were used for Chi-square analysis

a) Technical aspect learnt by customers

b) Types of media (Print ads, TV ads, Radio, Digital ads, Bill boards
or outdoor ads, above all the medium).

Hypothesis:

Ho- There is no association between learning technical aspect and media

of advertisement based on cement advertisement.

H1- There is association between learning technical aspect and media of

advertisement based on cement advertisement.

Output:

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Interpretation:

The objective of chi-square is to find out the association of variables. The

association between learning technical aspect and media of advertisement
based on cement advertisement.

From output we infer the expected frequency based on the observed

values. On analyzing mean, Chi-square value 4.407(table value) at 5o of
freedom and 5% significance level, table value 9.488, we infer H o is
accepted and H1 is rejected.

On comparing the significant value .492 at .5 will accept Ho and reject

H1.This explains there is no association between learning technical aspect
and media of advertisement based on cement advertisement.

From the output we infer that Chi-square value 57.874 when compared
with 2o of freedom and 5% significance level and 5% of table value 5.991
hence, we infer Ho is rejected and H1 is accepted.

From test statistics table the significance value of Chi-square .001 with
5% significance level .05 we observe that the significance value of chi-
square is less. Hence we reject Ho and accept H1.

Therefore, there is association between learning Type of advertisement

and differentiation of cement products through advertisement.

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 CHAPTER 8

FINDINGS

 It was found that majority of respondent were Male gender with

80.96% and female 19.66%.

 It was found that majority of the customers were belong to the age
group of 20-25.

 The majority of respondents were earning 0-3Lakhs followed by

respondents 3-6Lakh.

 The 83 respondents which is 71% of have seen digital advertisement

and the 34 respondents which are 29% have never seen a digital
advertisement for cement products.

 The majority of respondent recommend cement product after seeing it

in digital advertisement. This includes the quality of digital
advertisement and message conveyed in cement advertisement.

 The majority of respondent chose sometimes and rarely when asked

about searching in online before purchasing a cement product because
the customer enquiry about the cement products either with their
friends or dealers. This could be the reason why respondent have
chosen sometimes or rarely. Better deal/offer from retailers and
wholesalers.

 Television medium of advertisement has an immense influence among

the audience when compared with Digital and other
traditional/modern media of advertisement.

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 The customers learn technical aspect from advertisement but not all
the cement companies use this technical strategy to explain about the
cement products.

 The digital advertisement have better effectiveness in promoting

cement products with evidence to 36% more feel effective where
41.6% feel neutral and only less than 19% feel ineffectiveness. This
proves that there is effectiveness of digital advertisement in promoting
cement products.

 The customers prefer advertisement strategies such as Strength,

durability, offers, discount or promotional activities by cement
companies in their advertisement campaigns. Majority prefers
discount, offers for the cement products.

 The majority of them recommend that cement product advertisement

should carry both or combination of Emotional and rational appeal.
The advertisement message delivers an impact among customers.

 Youtube has great influence over the target customer when it comes to
advertisement of cement products in digital media. Google
advertisement is also having a good impact when compared to
Youtube advertisement.

 Ultratech cement is well known cement brand among the customers.

Shankar cements and Ramco cements are significantly have same
number/percentage of customers.

 The most of the customers have rarely seen an advertisement on

cement products. The reason could be the not so frequency of
advertisement of cement products.

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 Product features, benefits is the most attractive elements in cement
product advertisement. Also use of good images or visual also attracts
customers.

 The customer’s likelihood of purchasing cement products after seeing

an advertisement is neutral and that drives many external features
other than advertisement to buy cement products.

 There is no relationship between frequency of searching online

information about cement product and likelihood of purchasing of
cement products.

 The use of effective advertisement message has an influence over

customer likely to purchase cement products.

 There is an association between learning technical aspect and

educating customers based on cement advertisement.

 There is no association between learning technical aspect and media of

advertisement based on cement advertisement.

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 CHAPTER 9

SUGGESTIONS

 The India Cements is already a well established cement brand in India;

it should deeply focus on advertisement.

 The India Cements should focus on developing the digital

advertisement of cement products.

 The explanation of technical aspect in advertisement changes

consumer behavior while purchasing cement products so the way of
explanation need to enhance more.

 India Cements should focus on data analysis and use of new

technology to analyze Customer preferences and change in purchase
decisions.

 Use of emotional advertisement is successful in India Cements so

more emotional advertisement should be utilized while promoting
cement products.

 MS Dhoni is the brand ambassador of The India cements and

conducting many such activities will attract new customers as MS

Dhoni is the India cements Ltd’s VP, Marketing.

 Collaboration with the new techno start-up will enable the growth and
development of the India cements Ltd.

 The use of attractive slogans, images should be used in India Cements

products to attract more customers.

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 India Cements should adapt to the latest practice and technology in
order to record of inventory and promoting of cement products.

CHAPTER 10

CONCLUSIONS

India cements Limited is one of the well known and pioneer of Indian
cement Industry. The practice and legacy of corporate office is very same
to old traditions. The branding and advertisement of their cement
products is very unique and therefore The India cements are the leading
cement company in India.

From the analysis we conclude and as the findings say there is a

relationship between using effective advertisement message has
likelihood of purchasing cement products by customers. The effective
advertisement can be either emotional appeal or rational appeal or
combination of both appeals.

Cement is one of the good performing sectors in Indian Economy.

Limestone is abundantly available, which is the primary and important
resource for production of cement. Limestone is available throughout and
across India but Southern part of India has larger Limestone when
compared with rest of India. As the world is adapting to digital it is
necessary to change the business into digital form and attract new set of
customers in cement market. Also the adaptation of data analysis and
teaming up with new start-ups will help the company to grow and
develop in near future.

Overall, with the data we conclude that there is an association of using

advertisement and its impact on consumer behavior with regard to

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purchase of cement products subject to its quality, emotional, rational,
which media of advertisement, messages used, strategies.

CHAPTER 11

BIBLIOGRAPHY/REFERENCES

S.NO TOPIC
1. Harsh Kumar(2022)
https://www.inspirajournals.com/uploads/Issues/345180128
2. Dr. Anjay Kumar Mishra. (2019). “INFLUENTIAL
MARKETING STRATEGIES ADOPTED BY THE CEMENT
INDUSTRIES.” International Journal of Research -
Granthaalayah, 7(10), 155-173.
https://doi.org/10.5281/zenodo.3522195
3. Jianxue Song (2022)
https://www.tandfonline.com/doi/full/10.1080/23311916.2022.2
062876
4. The Effect of Prices and Promotions on Purchase Decisions on
Cement at PT. Semen Baturaja (Persero), Tbk
https://www.ijmh.org/wp-
content/uploads/papers/v3i12/L03170831219
5. Christ (2022) JK cement advertisement analysis
(https://www.studocu.com/in/document/christ-deemed-to-be-
university/advertising-and-digital-marketing/jk-cement-
advertisement-analysis/2199181)
6. Arijit Maity(2014) Impact of external influencer
recommendation in purchase behavior process of selection of
cement for construction
(https://www.ijbmi.org/papers/Vol(3)8/A03801011)

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7. Aditya Shastri (2021) Deep dive into the marketing strategy of
ambuja cement
(https://iide.co/case-studies/ambuja-cement-marketing-strategy)

8. Sunil Kumar (2013) Marketing Mix Strategies and Indian

Cement Sector Article
(https://www.researchgate.net/publication/324122418_Marketin
g_Mix_Strategies_and_Indian_Cement)
9. K. Amutha, S.P.Vinayak (2015) A study on brand preference of
selected cements with special reference to Dindigul districts
(https://www.allsubjectjournal.com/vol2/issue1/PartE/39.1.html)
10. D.RAVINDRAN (2019) RETAILERS' BUYING
PREFERENCE IN CEMENT RETAILING
https://www.researchgate.net/publication/331813060_RETAILE
RS'_BUYING_PREFERENCE_IN_CEMENT_RETAILING
11. Ravindra Kumar Singh (2020) TO STUDY THE TRIGGERS
AND BARRIERS IN SELECTING A CEMENT BRAND
https://archives.palarch.nl/index.php/jae/article/view/2510/2449
12. Dr. B. Saranya, Dr. V. Kavitha (2014) A Study on Customer
Perception Towards Cement in Coimbatore City
https://www.worldwidejournals.com/paripex/recent_issues_pdf/
2014/November/November_2014_1417416062__10
13. Sunil Kumar (2016) Strategic Management Practices in Indian
Cement Industry and its Growth
https://www.ripublication.com/ijes16/ijesv8n2_11.
14. Arun Kumar (2019) MARKETING STRATEGIES OF INDIAN
CEMENT INDUSTRY
https://www.worldwidejournals.com/global-journal-for-research-
analysis-GJRA/recent_issues_pdf/2019/November/marketing-
strategies-of-indian-cement-
industry_November_2019_1574162412_4710964

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15. M Suryakumar (2021) Brand Perception Among Cement
Brands –An Insight Among Consumers
https://www.researchgate.net/publication/357254821_Brand_Per
ception_Among_Cement_Brands_-
An_Insight_Among_Consumers
16. Dr.Pawan Kumar Dubey (2021) Marketing strategy of selected
cement companies in india
https://www.inspirajournals.com/uploads/Issues/345180128.pdf
17. https://business.mapsofindia.com/cement/
18. https://www.indianconcreteinstitute.org/about-us/
19. https://www.99acres.com/articles/types-of-cement.html

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 ANNEXURE
A survey on impact of advertising on consumer behavior in cement
industry. To understand how advertisement plays an important role on
consumer behavior towards cement products.
1. Name
2. Age
3. Gender
4. Marital status
5. Income (per annum)
 0-3L
 3-6L
 6-10
 10-15L
 >15L
6. Have you seen any digital advertising for cement products?
 Yes
 No
7. Which digital advertising channels do you remember seeing them on?
a. Youtube
b. Facebook
c. Instagram
d. Twitter
e. Google Ads
f. Websites
8. Digital advertising is more effective than traditional advertising (TV,
News Paper, Radio etc..) in promoting cement products.
a. Yes
b. No
9. On a scale of 1 to 5, how likely are you to recommend a cement
product based on its digital advertising?
 Very Likely
 Likely
 Neutral

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  Unlikely
 Very Unlikely
10. How often do you search online for information about cement
products before making a purchase?
 Always
 Sometimes
 Rarely
 Never
11. Which media of advertisements mostly influences you buy cement
products?
 Print ads (Newspaper or Magazines)
 TV ads
 Digital Ads
 Bill board or outdoor ads
 Radio
 Above all the medium.
12. Which of the following cement brands do you see in Advertisement?
a. India Cements
b. Dalmia Cements
c. Ultratech Cements
d. MP Birla Cements
e. Jaypee Cements
f. ACC cements
g. Bharathi Cements
h. Ambuja Cements
i. JK Lakshmi cements
j. Ramco Cements
k. Nuvoco Vistas Cements
13. Have you ever learned about the technical aspects of cement products
from an advertisement?
a. Yes
b. No

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14. On a scale of 1 to 5, how helpful do you think advertisements are in
educating customers about the technical aspects of cement products?
a. Very Helpful
b. Helpful
c. Neutral
d. Not very helpful.
e. Not at all helpful
15. On a scale of 1 to 5, how effective do you think digital advertising is
in promoting cement products?
a. Very effective
b. Effective
c. Neutral
d. Not very effective
e. Not at all effective
16. Which of the following advertising strategies do you think cement
companies use to differentiate their products?
a. Strength, Durability
b. Cost savings, environment friendly
c. Unique Brand image
d. Offerings, discounts or promotions
e. Strong social media presence
f. Above all
17. Which of the following types of advertising messages do you think are
most effective in differentiating cement products?
a. Emotional appeals (e.g. using humor, inspiring stories, etc.)
b. Rational appeals (e.g. highlighting product features, cost
savings, etc.)
c. Combination of emotional and rational appeals
d. Other (please specify)
18. On a scale of 1 to 5, how important do you think it is for cement
companies to differentiate their products through advertising?
a. Very important
b. Important
c. Neutral
d. Not very important
e. Not at all important

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19. On a scale of 1 to 5, how often do you see cement product
advertisements?
a. Very often
b. Often
c. Neutral
d. Rarely
e. Never
20. On a scale of 1 to 5, how effective do you think advertisements are in
promoting cement products?
a. Very much effective
b. Effective
c. Neutral
d. Not much effective
e. Not at all effective
21. Which of the following elements in cement product advertisements do
you find most attractive?
a. Images or visuals
b. Slogans or taglines
c. Celebrity endorsements
d. Product features or benefits
e. Other (please specify)
22. If yes, which of the following factors influenced your decision to
purchase?
a. Product features or benefits
b. Brand reputation
c. Price or promotions
d. Availability or convenience
e. Other (please specify)
23. On a scale of 1 to 5, how likely are you to purchase cement products
based on advertisements you see or hear?
a. Very likely
b. Somewhat likely
c. Neutral
d. Not very likely
e. Not at all likely

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