Journal article Open Access

A STUDY ON THE CONSUMER PREFERENCE ON LIME BASED AND SLAG BASED CEMENT

Hemanth Kumar S; Nagendra B. M.; Rajesh M.

The purpose of the research carried out was to study and understand the different variables that are influencing customers cement buying behaviour, sales and preference.The research includes primary and secondary research.Data collected includes structured interviews, discussion and directobservations.Asampleof361respondents consisting fewconstructioncompanies&builders, retailers, engineers and customers. Statistical tools such as correlation, regression and anova was used. It was found that customers were ready to pay more for the brand that is providing qualitative products. They preferred those types of cement that is having low curing and setting time further they would even will have a change in purchase decision based on the packaging of the cement. Additionally, customers prefer the lime-based cement over slag-based cement. The educational qualification of the customers influenced different variables while choosing the brand. Finally, customers were aware of the pollution caused by cement manufacturing companies and prefer the type of cement that is having less impact on environment.

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