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INTRODUCTION:
In the present business scenario companies must critically think
of customers satisfaction to sustain in the market. Organization must
provide customer what they need not what they have, to compete in the
throat cutting competition. Hence marketing helps the organizations to
sustain in the market.
In a market of stiff competition, various companies provide
after sales service centers, ACC CEMENT AT M/S SHRI
SANGMESHWAR AGENCY BASAVAKALYAN, is one among them.
Customer satisfaction has gained importance due to customer
retention, which is a tough job in this scenario. In this competition the
master key left for every organization is to satisfy customer at every stage
of their demand.
After liberalization, privatization, and globalization of
INDIAN economy, MNCs entering all the fields of business of our
country. At this crucial transformation stage identifying Target customer
and its taste and preferences.
Therefore, today the wining organizations are those who
succeed in satisfying customer indeed delighting their target customer.
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STATEMENT OF PROBLEM
"Satisfaction is a persons feels of pleasure or
disappointment resulting from comparing a products perceived
performance (or outcome) in relation tc his/her expectations.
As this definition makes clear, satisfaction is a faction of perceived
performance and expectation. If the performance fails short of
expectations, the customer dissatisfied, highly many companies are
aiming for high satisfaction, because customers who are just satisfied
still find it easy to switch when a better oiler comes along. Those also are
highly satisfied are much less ready to switch high rates faction or delight
creates un emotional bond with the brand, net just a rational preference
the result is high customer loyalty.
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OBJECTIVES:
To know the opinion about sales and services provided by ACC
CEMENT by Shri Sangasmeshwar Agency .
To find the level of satisfaction of customers towards ACC
CEMENT At service point of ACC Cement Shri Sangameshwar
Agency
To find the overall performance of services of ACC CEMENT At
Shri Sangameshwar Agency.
To analyze the market share of ACC Cement in Basavakalyanmarket.
To know the customers preference for the brands of cement.
To know the preference of builders for sorting different brands ofcement.
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SCOPE OF THE STUDY
1. The study would help the management in building strong customer
relationship.
2. The study would disclose the problems relating to customer
satisfaction of service provided.
3. This project helps to organization to improve the quality of the
sales services.
4. From this project we will come to know the satisfaction level of
ACC Cement At Ram Bharose Stone & cement Agency.
5. It may also help the reader to gain real organizational knowledge as
the study gives practical exposure of organization.
6. The study has been done for the Cement so more or less it helps in
understanding the consumer preference towards the cement market.
7. The study can help in analyzing certain weak point, improving on
which a company can overcome the low sales of its cement but
only in Basavakalyan region.
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RESEARCH METHODOLOGY:
DATA SOURCE:
Primary Data: Through Questionnaire
Secondary Data: ACC Cement Record & Report, & Websites.
Sample size: 50 customers of ACC Cement Rambharose Stone &
Cement Agency
Area Covered for research: Only in BASAVAKALYAN City.
Sampling Procedure: Random sampling method from available
database.
METHODOLOGY:
Sampling Design:
Sampling: The overall customers were considered for the study.
Hundred Percent coverage was difficult within the limited period of
time. Hence random sampling survey method was adopted for the
purpose of the study.
Sampling Size: A sample of 50 was chosen for the purpose of the
study. Sample consisted of Heavy ACC Cement , Medium ACC
Cement and Light ACC Cement customers of Cement, ACC Cement
Rambharose Stone & Cement Agency
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Sampling Procedure: From large number of customer of ACC
Cement Rambharose Stone & Cement Agency Were randomly
selected from the available customer database.
Field Study: Directly approached respondents
DATA COLLECTION METHOD:
1. Primary Data: For a study of this nature of the data is primary data it
is collected through by making survey directly from the respondents.
(Questionnaire).
2. Secondary Data: This is been is collected through
ACC Cement Rambharose Stone & Cement AgencyRecords and Reports,
and Websites.
MEASUREMENT TECHNIQUE / STATISTICAL TOOLS:
For this purpose measurement technique used for survey is
questionnaire to collect information from the respond
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LIMITATIONS OF THE STUDY
1. The project was carried out under the short period of Time.
2. The opinion of respondents may vary in course of time.
3. The survey was done on a sample size of 50 which iscomparatively low.
4. The respondents may answer diplomatically for some questions.
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Chapter -II
Review of the Study
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REVIEW OF THE STUDY
Services:
It is any act or performance that is partly offers to another while is
essentially intangible, does not result in the ownership anything. Its
production may or may not be tied to a physical product.
Characteristics:
It is intangible means it is cannot be inventoried, patented, difficult to
pricing and readily displayed or communicated.
It is heterogeneity means service delivery and customer satisfaction
depends on employees action and there is no sure knowledge about
services delivered or no.
It is simultaneous production and consumption. Mass production is
difficult and decentralization may be essential.
It is perishable because it is difficult to synchronize supply and
demand with services and it cannot be resold.
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Steps of consumer decision making and evaluation of service:
Need Recognition
The process of buying a service begins with the recognition that a need
or want exists. Although there are many different ways to characterize
needs, the most widely known is Maslow's hierarchy, which specifies
five need categories arranged in a sequence from basic lower-level
needs to higher-level needs.
Physiological needs are biological needs such as food, water, and
sleep.
Safety and security needs include shelter, protection, and security.
Social needs are for affection, friendship, and acceptance.
Ego needs are for prestige, success, accomplishment, and self-esteem.
and enriching experiences.
The hierarchical nature of Maslow's need categorization has been
disputed, and evidence exists that people with unfilled basic needs can be
motivated to self-actualize..
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Information Search
Use of Personal Sources
Consumers obtain information about products and services from
personal sources (like friends or experts) and from no personal sources
(such as mass or selective media). When purchasing goods, consumers
make generous use of both personal and nonperson sources because both
effectively convey information about search qualities.
Consumers select services:
1. The consumer selects from among virtually indistinguishable
alternatives.
2. Through experience the consumer develops an attitude toward the
service.
3. After the development of an attitude, the consumer learns more about
the product.
Evaluation of Service Alternatives
Collecting and evaluating experience qualities, consumers may simply
select the first acceptable alternative rather than searching many al-
ternatives.
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Service Purchase and Consumption
Emotion and Mood
Emotion and mood are feeling states that influence people's (and
therefore customers') perceptions and evaluations of their experiences.
Moods are distinguished from emotions in that moods are transient
feeling states that occur at specific times and in specific situations,
whereas emotions are more intense, stable, and pervasive.
Customer satisfaction:
Whether the buyer is satisfied alter purchase depends on the
performance in relation to the buyers expectations in general;
"Satisfaction is a persons feels of pleasure or
disappointment resulting from comparing a products perceived
performance (or outcome) in relation tc his/her expectations.
As this definition makes clear, satisfaction is a faction of perceived
performance and expectation. If the performance fails short of
expectations, the customer dissatisfied, highly many companies are
aiming for high satisfaction, because customers who are just satisfied
still find it easy to switch when a better oiler comes along. Those also are
highly satisfied are much less ready to switch high rates faction or delight
creates un emotional bond with the brand, net just a rational preference
the result is high customer loyalty
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A customer decision to be loyal or to default is the sum of many
small encounters with the company, consulting firms Etc. Corporation
says that in order to convert all the small encounters to customer loyalty,
companies need to create a "Brand Customer Experience".
Why is it supremely important to satisfy to customer?
Basically because of company's sale each period comes from
two groups. New-customer and repeal customer will always cost
more to attract new customers than to retain current customer.
Therefore, customer retention is more critical than customer
attraction.
The Key to customer retention is customer satisfaction to
satisfied Customer.
Buys again
Talks favorably to others about the company
Pays less attention to competing brands and advertising.
Buys other products from the same company
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Company Profile
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INDUSTRY PROFILE
Cement Industry in India
Cement Industry in India is on a roll at the moment. Driven by a
booming real estate sector, global demand and increased activity in
infrastructure Indian cement industry is currently ranked second in the
world.
The origins of Indian cement industry can be traced back to
1914 when the first unit was set-up at Porbandar with a capacity of 1000
tonnes. Today cement industry comprises of 125 large cement plants and
more than 300 mini cement plants. The Cement Corporation of India,
which is a Central Public Sector Undertaking, has 10 units. There are 10
large cement plants owned by various State Governments. Cement
industry in India has also made tremendous strides in technological
upgradation and assimilation of latest technology. Presently, 93 per cent
of the total capacity in the industry is based on modern and environment-
friendly dry process technology. The induction of advanced technology
has helped the industry immensely to conserve energy and fuel and to
save materials substantially. Indian cement industry has also acquired
technical capability to produce different types of cement like Ordinary
Portland Cement (OPC), Portland Pozzolana Cement (PPC), Portland
Blast Furnace Slag Cement (PBFS), Oil Well Cement, Rapid Hardening
Portland Cement, Sulphate Resisting Portland Cement, White Cement
etc. Some of the major clusters of cement industry in India are: Satna
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(Madhya Pradesh), Chandrapur (ACCrashtra), Gulbarga (Karnataka),
Yerranguntla (Andhra Pradesh), Nalgonda (Andhra Pradesh), Bilaspur
(Chattisgarh), and Chandoria (Rajasthan).
Issues concerning Cement Industry
High Transportation Cost is affecting the competitiveness of the
cement industry. Freight accounts for 17% of the production cost.
Road is the preferred mode for transportation for distances less
than 250km. However, industry is heavily dependant on roads for
longer distances too as the railway infrastructure is not adequate.
Cement industry is highly capital intensive industry and nearly 55-
60% of the inputs are controlled by the government
There is regional imbalance in the distribution of cement industry.
Limestone availability in pockets has led to uneven capacity
additions.
Coal availability and quality is also affecting the production.
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2:- COMPANY PROFILE:
My home cement industries ltd, a leading cement manufacturing
company in Andhra Pradesh having an installed capacity of 4.5 Million
Tonns per annum for immediate placement at their 3 plants located in
Andhra Pradesh.
A] BACK GROUND AND INCEPTION OF THE COMPANY
Mr. Sambasiva Rao director, senior president R.P. Singh, whole-time
director J. Shamu Rao and general manager V. Satyam ,300 dealers from
the Krishna, Guntur and Prakasam districts
The brand name of the cement produced by the
company is ACC Cement which is expected to have an image of
ACCshakti and ACCvalue. The plant was set up with an investment of
Rs.300 crores and there is plan to double its capacity by spending Rs.150
crores.
ACC Cement Location of plant:
The factory is situated at Mellaceruvu, Nalgonda district . The
principal Raw material for the plant is limestone and is available in
abundant quantities near the plan. Location of the plant at Meelacheruvu
has the following advantages.
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1. Cheap availability of the required land
2. Abundant water resources
3. Proximity of raw materials
4. Proximity of market
5. Availability of financial subsidiary
B] VISSION, MISSION, QUALITY POLICY:
Vission:
My home cement industries ltd. will be constrained of capacity
utilization, tough and sluggish market and rising cost but ACC cement
will strive hard to be able to make profit and thus create value for their
shareholder, and to continue as a successful company.
Mission:
There mission is to manage and operate in a manner that continue growth
and profitability without high risk of investors , customer and employees,
ACC cement do this by providing high quality products to their
customers by constantly striving to improve there product to meet their
customers needs, allowing us to prosper as a business, and to provide
stable, secure income and employment, for their employees and a
reasonable return for their shareholders , the owners of the business
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Quality policy:
1. To provide customersatisfaction through Total quantity.
2. Develop a strong quality culture at all stages of manufacture.
3. Continuously upgrade technology and skill top stay in the frontline.
4. Strive to maintain the environment clear.
C] product/services profile
Products:
Producing the following different types of cement
Ordinary Portland cement (OPC):
The ordinary Portland cement is popularly known as grey cement, which
is produced by grinding clinker with 5% gypsum. It is used in all general
concrete construction, mass and reinforced concrete. It accounts for about
70.60% of the total production.
Portland Pozolona Cement(PPC):
It is cheaply manufactured because it uses flyash/burntclay/coal waste as
the main ingredient. PPC has a lower heat of hydration, which is of
advantage in preventing cracks where large volumes are being cast. PPC
accounts for 18.3% of the production.
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Portland Blast Furnace slag cement(PBFSC):
It is made by grinding granulated blast furnace slag, steel industry by
product (upto 65%), gypsum 5% and clinker (balance). PBFSC has a heat
of hydration even lower than PPC and is generally used in construction of
dams and similar massive construction. It contributes nearly 10% to the
total.
White Cement:
Basically it is OPC: Clinker using fuel oil (instead of coal) and with
iron oxide content below 0.4% to ensure whiteness. Special cooling
technique is used. It is use to enhance aesthetic value, in tiles and for
flooring. White cement is much more expensive than gray cement.
Specialized cement:
Oil Well Cement is made from clinker with special additives to prevent
any porosity. Rapid Hardening Portland cement: It is similar to OPC,
except that it is ground much finer, so that on casting the compressible
strength increases rapidly. Water Proof Cement: OPC with small portion
of calcium stearate or non-saponifibale oil to impart waterproofing
properties.
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Milestones
2010 | 2009 | 2008 | 2007 | 2006 | 2005
2010
:: Eighteen ready-mix concrete plants commissioned.
2009
:: The Staple Fibre Division and Engineering & Development Division
of ACC, Nagda receives SA 8000:2001 certification from SAI in
recognition of its social accountability initiatives.
2008
:: ACC's Chemical Division receives the SA 8000 (Social
Accountability) and OHSAS 18001 certifications.
2007
:: VSF Research & Application Centre set up at Kharach in Gujarat.
2006
:: Four Ready-Mix Concrete plants commissioned with an aggregate
capacity of one million cubic meters.
2005
:: The Lawson Competency Centre is set up as a division of Birla
Consultancy & Software Services, the software arm of ACC,
following a tie up with Lawson Software (USA), among Fortune's top
five private software companies.
http://www.grasim.com/about_us/milestones.htm#2009http://www.grasim.com/about_us/milestones.htm#2007http://www.grasim.com/about_us/milestones.htm#2004http://www.grasim.com/about_us/milestones.htm#0http://www.grasim.com/about_us/milestones.htm#1http://www.grasim.com/about_us/milestones.htm#2http://www.grasim.com/about_us/milestones.htm#2http://www.grasim.com/about_us/milestones.htm#1http://www.grasim.com/about_us/milestones.htm#0http://www.grasim.com/about_us/milestones.htm#2004http://www.grasim.com/about_us/milestones.htm#2007http://www.grasim.com/about_us/milestones.htm#20097/29/2019 Sunil (Repaired)Hhh
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Chapter -III
Data Analysis & Interpretation
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1) DIFFERENT AGE GROUPS USING ACC Cement
Table 4.1
ANALYSIS
From the study I found that most of customers who are
using this bike are between the age group of 30 - 40 and then 20
30, which is clearly shown in above figure.
42
48
64
0
10
20
30
40
50
60
20 - 30 30 - 40 40 - 50 50 - 60
NO.OFRESPONDE
NTS
AGE
NO. OFRESPONDENTS
S. No. Age No. of Respondents
1. 20-30 42
2 30-40 48
3 40-50 6
4 50-60 4
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2) CUSTOMERS OPTED DIFFERENT DEALERS.
Table 4.2
Decan Agency Sangameshwar
Agency
Amarnath
Agency
RamBharose
2% 24% 10% 64%
ANALYSIS:
From the study it is found that maximum number of customers
are from Rambharose Stone & Cement Supplier is in
Sangameshwar second place than comes Amarnath and Deccan
which is shown in the above pie diagram.
SiddiVinayak64%
M.G. Brothers10%
Rahul Bajaj24%
Deccan Bajaj2%
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2) Profession OF CUSTOMERS:
Table 4.3
S. No. Occupation No. of Respondents
1. Students 10
2 Employee 48
3 Business 42
ANALYSIS:
From the study it is found that most of the customers
who are using this bike are employees and as well as
business people.
0 10 20 30 40 50
BUSSINESS
EMPLOYEES
STUDENTS
42
48
10
NO. OF CUSTOMERS
OCCU
PATION
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4) Which Cement you use
i) ACC ii)BIRLA
ii) ZAURI iv) VASAVADATTA
Table 4.4
SL. No. No. Of respondents Percentage
ACC 39 78
ZAURI 11 22
BIRLA 0 0
VASAVDATTA 0 0
TOTAL 50 100
According to the survey we come to know that 78% of respondets are
using ACC cement, 22% respondents are using ZAURI.
78%
22%
0% 0%
No. Of respondents
ACC ZAURI BIRLA VASAVDATTA
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5)Are you satisfied with Quality of ACC CEMENT?
a) YES b)NO
Table 4.5
ANALYSIS: FROM THE DATA IT IS NOTED THAT 78% OF
RESPONDENTS ARE SATISFIED WITH THE QUALITY OF ACC
CEMENT.
78%
22%
respondents
yes No
Sl. No. No. Of respondents Percentage
Yes 39 78
No 11 22
TOTAL 50 100
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6) Please Rate the quality of ACC Cement
a) Poor b) Average
c) Good d) Excellent
Table 4.6
Sl. No.No. Of
respondentsPercentage
Excellent 25 50
Good 24 42
AVERAGE 4 8
POOR 0 0
TOTAL 50 100
From the survey we come to know that 8% respondents says that
Average, 42% respondents says that it is good and 50% respondents
says that Excellent overall performance of ACC cement. But no one
says that poor.
97%
98%
98%
99%
99%
100%
100%
ExcellentGood
AVERAGE
25 24
4
50% 42%
8%
respondents Percentage
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7) Are you satisfied with the price of ACC CEMENT?
a) YES b) NO
Table 4.7
Sl. No. No. Of respondents Percentage
Yes 41 82
No 09 18
TOTAL 50 100
ANALYSIS: MAJORITY OF RESPONDENTS ARE SATISFIED
WITH PRICE OF ACC CEMENT WITH 82%
97%
98%
98%
99%
99%
100%
100%
Yes
No
41
9
82%18%
respondents Percentage
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8) Do you get ACC supply regularly?
YES b) NO
Table 4.8
ANALYSIS: FROM THE DATA RESPONDENTS GETS THE ACC
CEMENT SUPPLY REGULARLY WITH 92%.
0
20
40
60
80
100
Yes
No
92
8
Percentage
Percentage
Sl. No. No. Of respondents Percentage
Yes 46 92
No 04 08
TOTAL 50 100
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9) What influenced you to purchase ACC CEMENT?
i) Quality ii) price iii) Availability iv) Others
Table 4.9
The table shows that the majority of the respondent ie 74% of the
was influenced by the quality, 20% of the respondents were
influenced by the availability, and 06% were influenced by price .
QUALITYPRICE
AVAILIBILITYOTHERS
74
6 20
0
Percentage
Percentage
SL. No. No. Of respondents Percentage
QUALITY 37 74
PRICE 03 06
AVAILIBILITY 10 20
OTHERS 0 0
TOTAL 50 100
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10) Do you think ACC Cement fulfill the customer needs?
a) YES b) NO
Table 5.0
From the survey we come to know that 96% respondents says yes, 4%
respondents says no. but the majority customers are needs it.
0
10
20
30
40
50
60
70
80
90
100
Yes
No
96
4
Percentage
Percentage
Sl. No. No. Of respondents Percentage
Yes 48 96
No 02 04
TOTAL 50 100
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11) Are you satisfied with ACC CEMENT?
A) YES B) NO
Table 5.1
ANALYSIS: FROM THE DATA 90% OF ACC CUSTOMER ARE
FOUND TO BE SATISFIED.
Sl. No. No. Of respondents Percentage
Yes 45 90
No 05 10
TOTAL 50 100
88%
12%
No. Of respondents
Yes No
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12) Do you want any change in ACC CEMENT?
A) YES B) NO
Table 5.2
The table shownthat the majority of the respondents 88% dont want to
change ACC cement. Only 12% of the respondents want some change.
88%
12%
No. Of respondents
Yes No
Sl. No. No. Of respondents Percentage
Yes 06 12
No 44 88
TOTAL 50 100
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CHAPTER-4
OBSERVATION & SUGGESTIONS,CONCLUSIONS
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OBSERVATION
1. From the data it is noted that 78% of respondents are ACC users inBasavakalyan city
2. From the above data it is noted 78% of respondent are satisfied
with the quality of ACC cement
3. From the data it is noted that the respondents rate the quality of
ACC cement as
Excellent 50%
Good 42%
AVERAGE 08%
POOR 00%
4. Majority of respondents are satisfied with price of ACC cement
with 82%{ Rs.210}
5. : Supply of ACC cement is regular by 92%
6. From the data customer are founds to be fullfillmed their needs
with ACC cement.
7. : Frome the data customer are found to be fullfilled their needs
with ACC cement
8. The Qlity of cement is same till the consomtion.
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SUGGESTIONS:
1) To create the potential sale of the ACC cement in the market.
2) to create attractive awareness of ACC cement through road shows
& with other concepts.
3) Customers are found to be more satisfied with the availability &
price of ACC cement, so it should regularly ensured.
4) Contractor should be lured for its sale as they are users.
5) Company has to do more focus on the Advertising and awareness
Of the product and service.
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CONCLUSION
Comparing to other brands ACC Cement Sri Sangmeshwar has a
very well goodwill in the market. Even though it is facing some problems
because of Customer and other brands. So it should try to create
awareness, provide good service with good quality Cement as well as it
should motivate the customers. I have found that ACC Cement Sri
Sangmeshwar. is not concentrating on customers, so customers
motivation is must. The response of the people was very good towards
ACC Cement Sri Sangmeshwar comparing to others.
It was welcome move by ACC Cement Sri Sangmeshwar that they
are approaching contractors for its sales & their satisfaction.
I wish ACC Cement Sri Sangmeshwar all the BEST and SUCCES
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BIBLIOGRAPHY
Reference:
Marketing Management Lamb, Hari, & Denial
Consumer Behavior Leong Schiffman
Leslie Lazar Kanuk
Services marketing William G Zikmund
Web sites
www.google.com
www.askacc.com
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QUESTIONNAIRE
Of customer satisfaction on ACC cement
Name of respondent :_________________________
Age of respondent
a) 20-30 b)30-40
b)40-60 d)above 60
Profession of Respondent
1) Contractor 2)Business
3) Govt Employee 4) Others
1) Which Cement you use
iii) ACC ii)BIRLA
iv) ZAURI iv) VASAVADATTA
2) Do you use ACC CEMENT?
a) YES b) NO
3) Are you satisfied with Quality of ACC CEMENT?
b)YES b)NO
4) Please Rate the quality of ACC Cement
a) Poor b) Average
c) Good d) Excellent
5) Are you satisfied with the price of ACC CEMENT?
c) YES b) NO
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6) Do you get ACC supply regularly?
a) YES b) NO
7) What influenced you to purchase ACC CEMENT?
i) Quality ii) price
iii) Availability iv) Others
8) Do you think ACC Cement fulfill the customer needs?
a) YES b) NO
9) Are you satisfied with ACC CEMENT?
A) YES B) NO
10) Do you want any change in ACC CEMENT?
A) YES B) NO
11)If yes please specify____________________
12) Comment on ACC cement
___________________________________________________________
_____________________________!
Thank you!
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