A market survey of white cement in Bangalore; J K White Cement Works

Abstract

OBJECTIVES : 1. To study the market position of JK white cement in Bangalore as compared to other existing brands of white cement. 2. To study the areas for improvement in the product, sales and marketing. METHODOLOGY Primary data were collected from architects (37) and builders (38) by personally administering structured questionnaire. The data were analysed using statistical methods to obtain the result. FINDINGS : 1. In Bangalore, J K White Cement is the second most preferred brand by the architects (48.65%) but it is the most used brand by the builders (55.88%). However, architects and builders taken together prefer JK white cement (52.11%) to Birla White. 2. JK is rated highest based on the main characteristics of a white cement except for packaging and strength which are perceived better in Birla than JK. (Average ratings for JK and Birla are 76.6% and 76.4% respectively. 3. Strength is perceived to be the most important characteristic of white cement and is followed by colour purity. (70% and 65% respectively) 4. Purchase is mostly done from the company stockists (50.7%) and the retailers (42.25%).