Study brand equity to find out the consumer buying behavior for cement product category with emphasis on UltraTech cement Limited: UltraTech Cement Ltd. ABG

Abstract

The objective of this study was to Study Brand Equity to find out the Consumer Buying Behavior forCement Product Category with emphasis onUltraTech Cement Limited. The focus was on identifying the areas which are important for customers and what are the performances of different brands on those attributes. The Scope of the study was Raipur City, Chhattisgarh with a focus on Individual House Builders. The nature of the industry is Oligopolistic with large number of consumers and small number of competitors- UltraTech Cement, Lafarge, Jaypee, Associated Cements Companies (ACC), Ambuja, Century Industries etc. Advices of experts were taken for the purpose of finding out Consumer Behaviour attributes for the product category and then exploratory research was done on different consumers for finding out survey variables. Likert scale questionnaire was developed for the purpose of survey and the questionnaire was built on the connection of Consumer Behaviour Attribute – Brand Equity Parameter – Survey Subject. 124 people were surveyed for three customer categories comprising of Retailers, IHBs and contractors. Sampling was done geographically by dividing the city into four parts with JaistambhChowk as the centre. Analysis and Interpretation was done in two steps – Finding out the consequences of single attributes and then by finding correlations, taking the combinations of different parameters valid for the survey. Recommendations are given on the basis of the analysis and certain observations found during the research.