“A STUDY ON BRAND PREFERENCE OF DEALERS OF CEMENT IN SONITPUR DISTRICT”-: A HIGHLIGHT ON DBCL

PRESENTED BY:MAHESH KUMAR VYASMBA 3RD SEMESTERROLL NO- 1302212018

PROFILEDalmia Cements have been a leader in cement

manufacturing since 1939.Dalmia cements used for Oil wells, Railway sleepers

and Air strips. Recently they have acquired the brands Adhunik

Cement & Calcom Cement in North EastThe Group with current capacity of 17 million tonnes

is ranked fourth largest in the Indian cement industry.

Objectives

To find out if there is any association between dealer of brand and life of business.

To find out if there is any association between dealer of brand and type of customers

To find out if there is any association between dealer of brand and consumer consciousness about the brand.

To find out if there is any differences in the dealers’ attitude in respect of quality, price and services.

Research Methodology

SAMPLING TECHNIQUES-The sample size for the study is 54(population), which includes authorized cement dealers in Sonitpur district.

Tools of data collection:-Primary Data:- The primary data are collected through survey method. A survey was conducted among the dealers of Sonitpur through a structured questionnaire.Secondary Data:- Data collected through company website and books.

Research design: Descriptive Research

Plan of analysis:-Calculation have been done for facilitating the interpretation of the work. This report entails with various statistical methods with using SPSS software.

SWOT Analysis of Dalmia cement in Sonitpur

•Easily available in market•75 Years old legacy•Own clinker•Standard quality with zero setting problem•Good marketing campaign

•Lack of proper transportation•Lack of coordination with suppliers•Low impression on mason•High cost of production due to coal prices

•Strong growth of economy •Increase in infrastructure project•Government development program•Consumption for industrial purpose

•Excess production hurt margins•Many brand which sale at lower prices•Rivalries among competitors•Unfavorable weather condition•High transportation cost due to changes in oil prices

Strengths Weaknesses

Opportunities Threats

ANALYSIS

Figure 1: Dealer of brand

Figure 2: Life of business

Figure 3 -Brand consciousness

Figure 4: Better suggestion for brand acceptance

Figure5: Lead time

Figure 6: Dealers of Dalmia

To find out there is any association between dealer of brand and life of business

Value df Asymp.sig. (2-sided) Decision

Pearson Chi-Square 1.703 6 .945 Non Significant H0: Accepted

Value df Asymp.sig. (2-sided) Decision

Pearson Chi-Square 24.235 8 .002 Significant H0:Rejected

To find out there is any association between dealer of brand and type of customer

Value df Asymp.sig. (2-sided) Decision

Pearson Chi-Square 12.790 2 .002 Significant H0:Rejected

To find out there is any association between dealer of brand and Brand consciousness

To find out the differences in the dealers’ attitude in respect of Quality.

Quality ranking Mean Rank

Ultratech 1.42

Birla gold 2.61

Star 3.56

Dalmia 3.16

Topcem 4.52

Others 5.74

N 54 Decision

Kendall's Wa 0.669

Significant H0: RejectedChi-Square 180.600

Df 5

Asymp. Sig. .000

To find out the differences in the dealers’ attitude in respect of price.

Price ranking Mean Rank

Ultratech 1.19

Birla gold 4.13

Star 3.12

Dalmia 2.54

Topcem 4.06

Others 5.96

N 54 Decision

Kendall's Wa .784Significant H0: Rejected

Chi-Square 211.557

Df 5

Asymp. Sig. .000

To find out the differences in the dealers’ attitude in respect of services.

N 54 DecisionKendall's Wa .678

Significant H0: RejectedChi-Square 183.082

Df 5

Asymp. Sig. .000

Service ranking Mean Rank

Ultratech 5.28

Birla gold 5.57

Star 2.32

Dalmia 2.56

Topcem 3.14

Others 2.12

FINDINGSThere is no significant association between dealer of

brand and life of business. There is significant association between Dealer of

the Brand and Types of Customer.

There is significant association between Dealer of the Brand and Brand consciousness. 

There have significant differences in the dealers’ attitude in respect of quality, price and services.

SUGGESTIONSDalmia cement can compete with other brands by providing

gift schemes to masons, contractors and placing more ads in local news channels, newspapers etc.

Dalmia cement has to decrease in its lead times.

Dalmia cement can compete better by lowering and competitively pricing its products.

Dalmia cement should invest must more in having exclusive dealership stores.

BIBLOGRAPHY:

• N.K. Malhotra: “Market Research and Methodology” 6th Edition, Pearson, New Delhi

• D.C.B.L: Journals and Intranet • Churchill, Iacobucci and Israel: “Marketing Research” A South

Asian perspective. • Websites: www.dalmiacement.com

THANK YOU