The document contains survey results from customers about their brand awareness and perception of cement brands. Most customers defined a brand as meaning quality or the best product. ACC and Ambuja were the most commonly cited cement brands. When asked which brand they would buy, about 50 people said ACC and 45 said Ambuja. The survey found that ACC has strong brand awareness and is seen as having excellent quality and performance, though some saw room for improvement on safety. It was concluded that ACC is in competition with Ambuja cement and should focus on marketing, prices, and new product ranges to increase its brand perception.
The document contains survey results from customers about their brand awareness and perception of cement brands. Most customers defined a brand as meaning quality or the best product. ACC and Ambuja were the most commonly cited cement brands. When asked which brand they would buy, about 50 people said ACC and 45 said Ambuja. The survey found that ACC has strong brand awareness and is seen as having excellent quality and performance, though some saw room for improvement on safety. It was concluded that ACC is in competition with Ambuja cement and should focus on marketing, prices, and new product ranges to increase its brand perception.
The document contains survey results from customers about their brand awareness and perception of cement brands. Most customers defined a brand as meaning quality or the best product. ACC and Ambuja were the most commonly cited cement brands. When asked which brand they would buy, about 50 people said ACC and 45 said Ambuja. The survey found that ACC has strong brand awareness and is seen as having excellent quality and performance, though some saw room for improvement on safety. It was concluded that ACC is in competition with Ambuja cement and should focus on marketing, prices, and new product ranges to increase its brand perception.
The document contains survey results from customers about their brand awareness and perception of cement brands. Most customers defined a brand as meaning quality or the best product. ACC and Ambuja were the most commonly cited cement brands. When asked which brand they would buy, about 50 people said ACC and 45 said Ambuja. The survey found that ACC has strong brand awareness and is seen as having excellent quality and performance, though some saw room for improvement on safety. It was concluded that ACC is in competition with Ambuja cement and should focus on marketing, prices, and new product ranges to increase its brand perception.
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INTERPRETATION OF DATA
Customer Response To - Meaning Of Brand
When individuals were asked ,what they meant by BRAND , most of them almost 60 individuals said Quality while, some of them said it means best product available in the market, some said brand is a standard , and 10 of them said Brand means Good company product.
AVERAGE 80 60 40 20 0
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Customers Awareness of Different Cement Brands
When people were asked to list down few brands of the product category ( cement ), every one said ACC n AMBUJA . Apart from these two brands few of them said JP( Jaiprakash cement ), Ultratech , binnani, Birla, But Acc n Ambuja was common in every individual List.
100 90 80 70 60 50 40 30 20 10 0
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Q3. What brand comes to your mind if you want to buy
cement ?
Previous question specify that people are aware of many brands but when it comes to buying then they recall Acc. Almost 50 people think about Acc when it comes to buying,, but still Acc is in competition with Ambuja, almost 45 people think about Ambuja.. so difference is just of 10.
50 45 40 35 30 25 20 15 10 5 0
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Q7 Are you loyal to the product you buy ?
51 individuals said Yes they stick to the same product while,39 people said No, they keep experimenting or change the product according to the conditions like availability of product; price; quality And, 10 people said yes they are loyal but only for quality products..not for commodity.
Yes always, I stick to the same product
10
51
39 Experienting new products
Never, I keep
Only for quality products, where it is acommodity, I
choose least price products
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Q8. Are you price sensitive costumer ?
79 individuals said yes they are price sensitive while,21 individuals
are brand loyal customers.
21 Yes No 79
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Q9. Will you stick to the same product if their price
increases
When people were asked if theyll stick to ACC if the price goes high, so 62 people said yes theyll buy it but if the price increases up to a certain limit. 23 people said theyll buy it irrespective of the price changes and 15 people said No, theyll shift to other brand.
15 Upto certain Limit yes, irrespect of price increase 23 62 No, I may look for different product
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Most of people said theyll buy ACC Cement if the price is increased up to certain limit, When they were asked to specify the limit ,
5 Individuals said
Rs. 20 (Limit)
15
- Rs. 10
17
- Rs. 5
16
Rs. 2
Re. 1
Q10. How do you rank ACC n AMBUJA in terms of
safety ,quality and performance 7 | Page
Diagram showing ACC s
position 48
50
41 39
39 41
40 30
32 20 AVERAGE
20 GOOD
20
EXCELLENT
20 10 0
SAFETY
QUALITY
PERFORMANCE
Diagram showing AMBUJAs
Position 60
56
60
45
50 40
29
30
AVERAGE
20
11
24 GOOD
20
30 25 EXCELLENT
10 0
SAFETY
QUALITY
PERFORMANCE
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Q11 Do you use the product because it is mostly
available?
29 26
45
yes no mostly
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RESEARCH FINDINGS
Costumers are confused related to the meaning of brand some of them take brand as a name of a good company ; few of them think it means a standard product and some of think it means a Best Product. People are well aware of ACC brand , when they were asked to list down few brand names of cement almost all of them recall ACC along with Ambuja. It conclude that Acc is in tough competition with Ambuja in this Area. Though the survey was taken in Bilaspur n Barmana Area but, when consumers were asked about what brand comes to their mind if they want to buy Cement, almost 50 people said ACC n 45 of them said Ambuja so, the difference is very less keeping in mind the survey Area. Quality and Performance are the most important attribute of ACC which Attracts costumers. Overall ACC shows Excellent results when it comes to Brand awareness n Brand perception
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LIMITATION OF THE STUDY
The major limitation of the study was most of the individuals beingto be loyal to their brand didnt give exact answers. Like they didnt talk much about the answers of the questions Many individuals didnt fill their answers. So, the actual figures can be somewhat different from the one I have found out. Big area- I was unable to explore some of the customers
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Conclusion & suggestions
As I said Quality n performance are the most important attribute of
ACC which Attracts costumers but Acc should focus on its safety measures because most of people dont find ACC Excellent in terms of safety so, it may affect the perception of people regarding ACC. Company is in tough competition with Ambuja cement Suggestions Based upon the time spend by me in the market, useful suggestions of the customers and the findings from the survey, following recommendations can be suggested for increasing the brand awareness and perception of ACC Marketing & advertising services should be improved In order to improve awareness as well as perception level of costumers. Like Trade allowances, trade shows, wall paintings, print media etc.
What matters for the most of cement buyers is the price of
cement and then the quality and promotion while visiting to the market buyers not only look for the price but also the personal touch matters a lot and ACC need to improve it. Company should try to introduce new product range like various grades. ACC should develop business status with public relations by participating in local and international conferences, this will help to promote the brand 12 | P a g e
ANNEXURE
Questionnaire of Training at Marketing Department. In ACC
Gagal Cement Works. Dear Respondent, I am Swati Verma will be preparing a Project on Topic Brand Awareness & Brand Perception in ACC Gagal Cement Works Ltd. So, Dear respondent please help me by filling up d following questionnaire. I will b very thankful for your co-operation.
Q1 Name: ____________________ Q2 Designation ____________________ Q3 Address: ____________________ Q4 Phone Number / E-mail ID ____________________
Q12 Are you Loyal Costumer to the product you buy?
Yes Always. I stick to the same product Never, I keep experimenting with new products Only for quality products. Where it is a commodity, I choose the least price Product 14 | P a g e
Q13 Are you price sensitive costumer?
Yes No
Q14 Will you stick to the same product if their price is increases? Up to a certain limit in price increase Yes, irrespective of price increase No, I may look for different product, If any limit please specify __________________
Q15 How do you rank each given companies in terms of:-
ACC Averag e
AMBUJA Goo d
Excellen t
Safety Quality Performanc e
Averag e
Goo d
Excellen t
Safety Quality Performanc e
Q16 which of the following, according to you, help build a good brand image? Quality Communication strategies Competitive pricing Good value Added services Free trails and discounts 15 | P a g e
Others If Others, please specify _______________________________ Q17
Do you use the product because it is readily available?
