INTRODUCTION

“INDIA’S FIRST GLOBAL CORPORATION”

The Aditya Birla Group is India’s first truly multinational corporation. Global in vision,

routed in Indian values, the group is driven by a performance ethic pegged on value creation for

its multiple stake holders. A US $7.59 billion conglomerate with a market capitalization of US$ 7

Billion. It is anchored by an extra ordinary force of 72,000 employees belonging to over 20

different nationalities.

Over 30% of its revenues flow from its operation across the world. The groups products

and services offer distinctive customer solutions. Its 66 state of the art manufacturing units and

sectorial services span India, Thailand, Indonesia, Malaysia, Philippiness, Egypt,

Cananda,Australia and

China.

A premium congloerate, the aditya birla group is a dominant player in all of the sectors

in which it operates. Such as viscose staple fibre, non ferrous metals, cement, viscose filament

yarn, branded appeal, carban black, chemicals, fertilisers, sponge iron, insulators and financial

services. It is
 The world no .1 in viscose staple fibre.

 The world’s largest single location palm oil producer.

 Asia’s largest integrated aluminium producer.

 A globally competitive, fast-growing copper producer

 The world’s third largest producer of insulators.

 Globally, the fourth largest producer of carbon black

 The world’s largest eighth largest producer of cement, and the largest in a single

geography.

 India premier branded garments player.

 Among India’s most efficient private sector fertilizer plants.

 India’s second largest producer of viscose filament yarn.

 The No.2 private sector insurance company and fourth largest asset management

company in India.

 Grasim Industries Ltd.

 Grasim Aims:

 “Zero defects, zero breakdowns, zero pollution and zero accidents zero customers

complaints and Zero losses though zero losses through zero abnormality movement”.
  General Introduction:

 Grasim industries Ltd. is a member of Aditya Birla Group as incorporated of August 25th

1947 in state of Madhya Bharath (MP) Exactly 10 days after the country got

independence. Over these years the comp has amerger has a leading industrial

conglomerate, and in at present ranked amongst the 10 largest companies in private sector

in terms of asset, turnover and profit.


Mr. Kumarmangalum Birla, son of late Mr. Aditya Vikram Birla heads Grasim industries
Ltd.
Grasim is one of Indian’s tops ten industrial enterprises having 15 divisions spread all

over the country. Grasim has join ventures out of which four are in India and five are in abroad.

 Grasim ranks amongst the 10 largest private sector companies in India terms of turn over,

assets and profits, the company secured quality standard systems. It is leading supplier of

technology and machinery to the production of non made fiber it has received prestigious

award in the area of productivity and total preventive

 Grasim is one of Indian’s tops ten industrial enterprises having 15 divisions spread all

over the country. Grasim has join ventures out of which four are in India and five are in

abroad.

 Grasim ranks amongst the 10 largest private sector companies in India terms of turn over,

assets and profits, the company secured quality standard systems. It is leading supplier of
 technology and machinery to the production of non made fiber it has received prestigious

award in the area of productivity and total preventive. The word GRASIM stand for

G : Gwalior

R&A : Rayon

S&I : Silk

M : Manufacture

The world of high performance terms BIRLA Stands for

B : Bench Marked

I : Innovative

R : Reliable

L : Learning

A : Adaptable
Division of Grasim industries in Kumarapatnam.

A Grasim industry Ltd. At Kumarapatnam has three divisions.

1. Harier polyfiber division

2. Grasilene division

3. Engineering division
 COMPANY PROFILE

ABOUT RAJASHREE CEMENT DIVISION:

1. Introduction:

Rajashree cement company established in 1983, is single located longest gray cement

manufacturer and having a capacity of 3.20 MTPA cement production the cement plant is also

equipped with a capital thermal power plant of capacity 38.5 MW and DGPP of 23.6 MW, thus

having capacity to meet the customer’s demand all the time with its own active power generation

The company produces a variety of product range in the cement, viz,

 Ultratech cement – 43 Grade

 Birla Super cement – 53 Grade

In order to meet the growing customer demands for the products Rajashree in the part of

Western and Southern regions, the following additional have been started.

 Cement split grinding unit at Hotgi, with a capacity of 3500 TPD – 1995.

 Bulk loading terminal at Dollaballapure with a capacity of 180 TPH of Packing –1999.

 Ready mix concrete plant at HYD with a capacity of 30m 3/ Hour –1999.

Key customer quality requirements like on time delivery, defect free products, after sales

services to customers etc, Are extended through our exclusive Birla super shoppers where in

varieties of Rajashree cement are made available with free technical (TASC) services.
2. Market share Ultratech Cement :

State : % Age

Karnataka : 22.0

Goa : 32.0

Maharashtra : 16.0

Tamil Nadu : 1.5

Andhrapradesh : 3.0
MILESTONES OF GRASIM INDUSTRIES LTD.

Grasim was incorporated on August 25, 1947: just 10 days after India became

independent, manufacturing textiles made form imported raw materials. It is now a global leader

in viscose staple fiber (VSF), the country’s largest merchant producer of sponge iron and the

second largest caustic soda maker in India: and poised to be India’s largest cement manufacturer.

2004

Completion of the implementation process to demerge the cement business of L&T and

completion of open offer by Grasim, with the latter acquiring controlling stake in the newly

formed company Ultra Tech.

Board reconstituted with Mr. Kumar Mangalam Birla taking over as Chairman

2003

Grasim’s Chemical Division receives the SA 8000 (Social Accountability) and OHSAS

18001 certifications.

The board of engineering major Larsen & Turbo Ltd. ( L&T) decides to demerge its

cement business into a separate cement company Grasim will acquire an 8.5 percent equity stake

form L&T and then make an open offer for 30 percent of the equity of Co, to acquire

management control of the company.

2002

The Grasim Board approves an open offer for purchase of up to 20 percent of the equity

shares of Larsen & Turbo Ltd. (L&T), in accordance with the provisions and guidelines issued

by the Securities & Exchange Board of India (SEBI) Regulations, 1997.

Grasim increases its stake in L&T to 14.15 percent. Grasim divests its Gwalior unit to

Melodeon Exports Ltd, and consolidates all textile operations as the Bhiwani unit, which will

manufacture both the ‘Grasim’ and ‘Graviera’ brands at a single location.

2001

Grasim acquires a 10.05 per cent stake is L & T.

Four Ready-mix concrete plants commissioned, with an aggregate capacity of one

Million cubic meters per annum.

Divests holding in Birla Technologies to PSI Data Systems.

2000

The Lawson Competency Centre is set up as a division of Birla Consultancy and

Software Services, the software arm of Grasim, following a tie up with Lawson Software (USA),

among Fortune’s top five private software companies.

Consultancy and Software Services are spun off as a separate entity, called Birla

Technologies Ltd.,
 Merger of Darani Cements into Gasim.

1999

Grasims viscose staple fiber (VSF) and rayon grade pulp units at Mavoor are closed

down owing o lack of raw material.

Third issue on September 16, 1999 to Indian Rayon’s GDRs holders: Three GDRs in

Grasim for every 10 GDRs in Indian Rayon, on damager of its Cement business into Grasim.

Nos: 1,624,336.

1998

Grasim’s first major acquistiion overseas – the Atholville Pulp Mill in Canada.

Grasim acquires Dharani Cements Ltd.

Grasim acquires Shree Digviay Cements Ltd.

The cement business of Group Company, Indian Rayon and Industries Ltd., (IRIL), is

Transferred to grasim in a corporate restructuring exercise.

1996

The first phase of Grasim’s fourth VSF plat is commissioned at Karachi, Gujarat.

1995

Grasi commissions two Greenfield cement plants – Grasim Cement at Raipur (Madhya

Pradesh) and Aditya Cement at Shambhupura (Rajasthan).

 Grasim sets up two new spinning units – elegant Spinners at Bhivani (Haryana) and

Vikram Woollens at Malanpur (Madhya Pradesh).

1994

Second issue of GDRs on June 15, 1994 for US $ 100 million Nos: 4,878,048.

1993

Vikram is pat, India’s third-largest gas-based sponge iron plant, is commissioned.

Birla Consultancy and Software services is set sup, to provide IT cosulting services and

for software development.

1992

Grasim sets up Birla International Marketing Corporation (BIMC), a merchant exporter.

First GDR issue on December 2, 1992 for US$ 90 million. No.: 6,933,745.

1991

A third production line is added at Vikram Cement.

1987

Vikram Cement’s second production line is commissioned.

1985

Vikram Cement – Grasim’s first cement plant – goes on stream at Jawad, Madhya

Pradesh.
1977

Garasim’s third rayon plant – at Harihar, Karnataka – goes into production.

1972

A completely indigenous plant bases on Grasim’s own engineering and know – how,

begins production at Harihar, Karnataka

Grasim commences production of rayon grade caustic soda – a major raw material for

VSF production – at Nagda: another step towards becoming self- reliant.

1968

Rayon production commences at Mavoor, Kerala

1963

Grasim sets up its first rayon grade pulp plant at Mavoor, Kerala: the first to make rayon

grade pulp from bamboo and other hardwoods.

Grasim purchases a composite textile mill at Bhiwani, Haryana.

1962

Grasim starts an engineering division to provide plant and machinery for VSF

production.

 1954

 Grasim begins rayon production at Nagda

 1950

 Grasim launches production of fabrics at Gwalior using imported rayon – a man-made

cellusose fiber.
  1947

 Grasim Industries Ltd. is incorporated

Awards bagged by the company:

Rajashree cement division has received many awards in recognition for its efforts:

1993:

 Awarded for out standing contribution towards the growth of industry by Hyderabad

Karnataka chambers of commerce.

 Rajeev Gandhi national quality award – commendation certificate for effort and commitment

to quality in the field of chemical industry

 Awarded first in “Working condition and use of explosive during safety week celebrations of

mines.”

 ISO-9002 certification Jawaharlal Neharu Memorial National Award for energy conservation

for effective implementation of energy conservation methods

 Attained revised ISO-9002 quality systems certification

 Awarded first for 5th consecutive year for “dust suppression / best environment condition

“during safety week celebration organized by directorate of mines safety.

1995:

 Jamnalal Bajaj uchit vyavahar puraskar trophy form council of fair business practices,

for addressing the customers complaints quickly and achieving customer satisfaction.

1997:

 NCQC: Quality circle award. Certified for IQRS adequacy level –2 (nov, 1997)
1998:

 ISO014001 certification

 2nd Aditya Vikram Birla award for out standing technological innovations.

 Attained IQRS – Level – 5

1999:

 IMC- Ramakrishna Bajaj national quality award merit certificate

 Attained IQRS level -6

2000:

NVBM & quality system.

2004:

 Birla super cement received the environment excellence award under the silver category

by green tech foundation

 Birla super cement certified with the OHSAS 18001:1999 for their occupational health

and safety management system by Det Norske Veritas (DNV)

2005:

 Rajiv Ratna Award - Best Chief Executive Gold Award by Greenland Society.

 Rajiv Ratna National Award – Best Pollution Control.

 National Safety Award by Govt.of India.

 Environmental and Ecological Gold Award by Greenland Society.

 Golden Peacock Eo – Innovation Award by IOD.

2006:

 Greentech Environmental Excellence Award – By Greentech Foundation.

 Planet Award for innovation in employee performance management from Aditya Birla

Group.

 Young Achiever Award to Mr. Rakesh Jha from Aditya Birla Group.

Narmada cement company ltd amalgamated with ultratech pursuant to a scheme of

amalgmation deemed approved by the board for industrial and financial reconstruction (BIFR) in
terms of be provision os sick imdustrial companies act (SPECIAL PROVISION)

2007:

IMC Ramakrishna Bajaj National Quality Special Award for Performance Excellence – 2007 in
Manufacturing Category

2010

Ultra tech cement middle east investment ltd. A wholly owned subsidiary of the company hear
accured management control of ETA star cement together with its operations in the U.A.E
Bahain & Bangladesh
 The cement business of grasim demerge &wasted in samrudhi cement ltd. In may 2010
subsequently samrudhi company ltd. Amalgamated with ultratech cement ltd in july 2010

PRODUCT PROFILE

1. VSF: Among the world’s largest and most cost efficient producers, pioneered production of

VSF in India. Thailand and Indonesia.

2. Aluminum: The largest integrated producers of Aluminum, also among the world’s lowest

cost producers, a leading player first in the Indian aluminum market export market spans

north America, Europe, Africa and Asia.

Cement:

Third largest producers in India. India’s largest and among the world’s largest producers

of white cement. The company has a portfoulio of national brands such as Birla super, Birla

White and Birla Ready Mix, also nurturing regional brands such as Vikram Cement and

Rajeshree Cement
Grey Cement:

With a combined capacity of 14 million TPA, Grasim is among the largest producers of

Grey Cement in India. Its units are located at jawad and Raipur in Madhya Pradesh,

Shambhupura in Rajasthan, Malkhed in Karnataka, Sikka in Gujarat, and Reddipalyam in Tamil

Nadu. All the plants are located close to sizeable limestone mines are fully automated to ensure

consistent quality. All units use state–of-the-art equipment and technology and are certified with

ISO 9001 for quality systems and ISO 14001 for environment management systems.

White Cement:

Grasim is the largest producer of white cement in India, with a capacity of 4,00,000 TPA.

Branded as Birla White, this division manufactures world – class white cement in a variety of

textures and finishes. It has application in floorings and exterior wall finishes.

Ultratech : Premium composite cement:

Ultratech in new generation cement it is a PPC (Pozzolona portland Cement) which is

mixed with fly ash. It contains HIGH REACTIVE SILICA (HRS) in measured proportions to

enhance ultimate performance of concrete. Ultratech is manufactured using latest state –of-the –

art technology to meet international standards.

1. Carbon black: world’s 5th largest producers, largest producer in Thailand and Egypt and

second largest producers in India.

2. Apparel / Garments: India’s largest branded apparel company: Brands include Louis

philippe, van heusen, Allen Sally, Byford, peter England and San Frisco.
3. Viscose Filament Yarn: India’s second largest producer: also a Market leader.

4. Fertilizers: Brand leadership in market served.

5. Copper: Market leader in India with world sized plant.

6. Petroleum Refinery: joint venture with Hindustan petroleum Corporation Ltd. (HPCL) for

a 9MMTPA crude oil refinery.

7. Power: Joint venture with power Gen (UK)

8. Telecommunication Joint venture Company with AT & T (USA) and Tatas, Idea Cellular.

9. Financial services: Largest private sector Mutual found in India: joint venture with sun life

Assurance (Canada).

10. IT& Software: Foray into E – learning and E-business with a take over of learning

Company and all alliance to Birla Consultancies & Software Service the software arm with

the group Lawson Software (USA).

11. Sponge Iron: facility to produce both HBI (Hot Briquette Iron) & DRI (Directly

Reduced Iron).
 AN OVERVIEW OF INDIAN CEMENT INDUSTRY

The Indian cement industry is the second largest cement producer in the world, with an installed

capacity of 144 million tones. The industry has undergone rapid technological up gradation and

vibrant growth during the last two decades, and some of the plants can be compared in every

respect with the best operating plants in the world. The industry is highly energy intensive and

the energy bill in some at the plants in as high 60 % of cement manufacturing cost. Although the

newer plants are equipped with the latest state of the art equipment, there exists, substantial

scope for reduction in energy consumption in many of the older plants adopting various energy

consumption measures.

During the 10th plan, the industry, which is ranked second in the world in terms of

production, is expected to grow at 10 % per annum adding a capacity of 40-52 million tons,

according to annual report of the Dept.of Industrial Policy and promotion (DIPP). The report

reveals that this grow the trend is being driven mainly by the expansion of existing plants and

using more flyash in the production of cement.

The Indian cement industry is a mixture of mini and large capacity cement plants,

ranging in unit capacity per kiln as low as 10 tpd to as high as 7500 tpd. Majority of the

production of cement in the country (94%) is by large plants, i.e., the plants having capacity of

more than 600 tpd.

The ordinary Portland cement (OPC) enjoys the major share (56 %) of the total cement

production in India followed by Portland Pozzolona cement (PPC) and port land slag cement

(PSC). A positive trend towards the increased use of the blended cement can be seen with the
share of blended cement increasing to 43 %. There is a regional imbalance in cement

production in India are located in proximally to the raw material sources, exploiting the natural

resources to full extent the southern region is the most cement rich region while other regions

have almost same cement production capacity.

Salient features of Indian Cement Industry

o Indian Cement industry is the second largest in the world with an installed capacity of

135 MPA. It accounts for nearly 6% of the world production.

o There are 124 large plants and around 365 mini plants. The industry presents a mixed

mixture with many new plants the employ state of the art dry process technology and

few old wet process plants having wet process kilns.

o Production from large plants (with capacity above 1 MTPA) accounts for 85% of the total

production.

o The cement industry has advised significant progress in term of reducing the overall

energy intensity.

o Dry process plant that weighted average thermal energy consumption was 734- Kcal/ kg

clinker, and weighted average electrical energy consumption was 89-kwh/ tone of

cement, the best energy consumption are 692 kcal/ kg clinker and 66 kwh/ tone of

cement.
Technical Developments in Indian Cement Industry

Different unit operations have undergone substantial development with introduction of

dry process technology in the cement industry, based on preheater and precalciner.

Various kiln systems have been developed to achieve improved fuel efficiency. The size

of the modern dry process kiln are now standardized between 1500 tpd to as high as 4500 tpd.

The development in the other areas include use of vertical roller mills in place of ball

mills for grinding raw materials and coal, use of pre-blending stock pile and continuous

homogenizing silos form homogenization of raw meal, use of roller press and high efficiency

separator for energy efficient cement grinding, electronic packaging machines for improved

weight reliability and efficiency. Packed bag loading machines, advanced process control and

instrumentation etc.

The dry process cement plants presently being installed equipped with most effective

pollution control measures to full fill the stipulations laid down by the pollution control

authorities. Suitable pollution control equipment of advanced design including ESP, fabric bag

dust collectors, gravel bed fillers etc.

Cement industry is an important barometer of a country’s economic well being. This is

an essential product for construction activity in rural and urban areas like. Consider the

numerous ways in which cement is used. Cement is essential for road, housing, general

infrastructure like dams, canals, powerhouses and industries big and small etc., cement is the

common denominator of progress.

 THEORETICAL BACKGROUND TO CUSTOMER SATISFACTION

MARKETING
According to American Marketing Associations New York “Marketing is defined as those

activities and direct the frown of goods and services from production to consumption”.

Customer

Customer is the central point and all the marketing activities revolve him. The main aim

of marketing is to meet and target customer’s needs and wants. The field of consumer behavior

studies how individuals, groups and organizations select, buy, use and dispose of goods,

services, ideas or experiences to satisfy their needs and desires.

Customer Satisfaction

“Whether the buyer is satisfied after purchase depends on the offer’s performance in

relation to the buyer’s expectations”.

Satisfaction is a person’s feeling of pleasure or disappointment resulting from

comparing a product’s perceived performance in relation to his or her expectations. If the

performance falls short of expectations, the customer is dissatisfied. If the performance

matches the expectations, the customer is satisfied. If the customer exceeds the expectations,

the customer is highly satisfied or delighted.

Managing Customer Satisfaction

Through the customers buy an any products or goods they are expect certain level of

satisfaction of particular needs or situation requirements at a particular period. The need based

satisfaction will depend upon customers perception of product or service derived will be

proportional to the difference between actual performance and perceived performance of a

product.

The lower the difference, the greater the satisfaction. Customer satisfaction in gaining

importance day – by – day. It doesn’t mean those earlier marketing companies or manufactures

were neither keen nor equipped to evaluate customer satisfaction, but of late it has assumed

great significance for :

1. Large numbers of competing brands or products are available in the market.

2. Better brands or better substitutes are coming up in the market to replace old brands or

products.

3. Costumer awareness has gone up tremendously due to mass advertising on electronic

media etc.,

4. Better technology gives to the better quality.

5. Higher productivity meaning lower prices or even sustenance of prices.

 Therefore, the search for service excellence for those concerned with customer service

and the support for the product is being driven by above cited factors.

Customer Service and Support

The customer service and support is an activity, which has been under managed in the

part, but with the emergence of professional service support management, the quality of

support perceived by a customer is generally rising.

Delivering appropriate level of customer service and support has become major

challenge for companies and therefore there is an urgently need for an organization to review

their activities in the light of competitive pressures, with the knowledge that. It the task is well

done customer service and support may in a good business to achieve this, this sector must be

fully integrated into every relevant activity if it is to be managed effectively from the design

stage to the final stage of the product.

The scope of Customer Service and Support

The primary focus of customers service and support is to ensure that the customer has

maximum utility and derives maximum value for his money from the purchase.

The term customer service is often used by people to cover the process of dealing

directly eight customers, much has been written on the general topic of customer care ranging

from telephone techniques to dealing with difficult customers. Jan Catlzon of Airlines, as,

popularized their area by using term “Movements of truth” pointing out that the customer

judges the whole organization.

Measurement of Customer Satisfaction

Guaging the level of customer satisfaction and its determinants is critical for every

company. Marketers use such data to retain customers, sell more products and services, and

improve the quality and value of their offerings and qualitative measures as well as a variety of

contact methods with customers.

The methods.
1) Customer Satisfaction Survey

Generally customer satisfaction survey used 5 cementic differential scales ranging from

very dissatisfied to satisfy. The survey measures how satisfied customers are along relevant

attributes of the product or service in the relative importance of the attribute. Research shows

that customers who indicate they are very satisfied are much more profitable and loyal than

customers who indicate that they are satisfied. Therefore, companies that merely strive to have

satisfied customers are making crucial error.

2) Customer Expectations Verses their Perceptions of the Product or Service Delivered

This approach customer satisfaction or dissatisfaction it is a function of the difference

between what they had expected to get from the product or service purchased in their

perceptions of what they received. A group of researcher developed as scale that measure

performance of the service received against two expectations. Adequate service and desired

service, and also measures the customer future intensions regarding purchasing the service,

this approach is more sophisticated that standard customer satisfaction surveys and more likely

to yield result that can be used to develop corrective measures for product and services that

fall short of customer expectations.

3) Mystery Shoppers

This method consists of professional observer, posing as customer to survey and provide

un biased evaluation of the operation service against the company’s service standard in order

to identify opportunities for improving productivity and efficiency.

4) Critical Incident Method

This method consist of asking customer to think back and describes interactions that

they had with employees in a particular industry, such as hotels or airlines, that they recall

particularly satisfying or dissatisfying. This qualitative tool can yield important in sites that can

be used to trained employees better. One study discovered that, some what surprisingly, many

experiences cited as particularly satisfying were incidence where the service employees, the

customer remembered it as a particularly satisfactory experience, some argue that this method

if used by it self is insufficient, but should only be used in the context of additional data on the

customer marketer relationship.

5) Analyzing Customer Complaints

Researcher indicates that only a few unsatisfied customer actually complaints. Most

unsatisfied customer say nothing but switch to competitors a good complaint analysis system

should.

a) Encourages customer to complaint and provide suggestion for improvement by having

adequate forms and mechanism beyond the routine how was everything ?S Questions.

A good approach is to include examples on the suggestions and complaint forms of how

fast customer input helped improve service.

b) Establish listening costs were specially designated employees either listens to customer

comments or actively solicit input from them

c) Each complaint, by itself provides little information. The company must have a system in

which companies are categorized and then analyzed

6) Analyzing Customer Defections

Because high customer loyalty rates are an important competitive advantage and

because it is generally much cheaper to retain customers than to get new one, companies must

find out why customers leave and also intervene when customers behaviour show that they

may be consider leaving.

 DESIGN OF THE STUDY

A) STATEMENT OF THE PROBLEMS

In a market of stiff competition various brands of cements are available to the
customers. Customer satisfaction has gained importance due to severe competition.

B) OBJECTIVES OF THE STUDY

 To know the awareness of the customers about the Ultratech Cement.

 To study the response of customers, towards the performance of Ultratech Cement.

 To analyse the satisfaction level of customer toward price.

 To know the effective media for advertising the Ultratech Cement.

 To find out whether the Ultratech Cement Dealer are providing good service.

 To analyse the competitors for Ultratech Cement.

C) SCOPE OF THE STUDY

Ultratech Cement is one of the leading brand in Bidar city. But it is facing more

competition in the city from different brands.

As the competition in Cement industry is growing day-by-day, Ultratech needs to

concentrate on production especially the opinion of customers about the company,

because it is the main factor that can influence the buying process.

1. The project was undertaken by meeting the customers. It was a survey to know the

customers intensions towards Ultratech Cement.

2. The study would help significantly the company whether the Customers are aware
 that Birla Plus is now Ultratech.

RESEARCH METHODOLOGY:

PROBLEM IDENTIFICATION:

When a company manages the channel, the Customer is the final an important link

between a producer or other intermediaries and the buyers who are the end-users, it is

necessary to find out the intensions or the expectations of the customers or the final customers.

Because customers are the main people who buys the product. So findings their satisfaction

level and their intension towards company are important. That’s the management of Ultratech

Cement offered me this topic as a research problem. Hence my project title is “A study &

analysis on customers satisfaction towards Ultratech Cement”.

RESEARCH DESIGN:

A research design provides the frame work to be used as a guide in collecting and

analyzing data. Type of research obtained to complete this research is descriptive research.
DECCRIPTIVE RESEARCH:

This essentially follows exploratory research or after the hypothesis has been designed.

It establishes relationships between variables and gives a complete account of strength of

these relationships. It provides an action oriented strategy as a final output which can be used

by the research.

DATA COLLECTION

Data sources can be classified into:

PRIMARY DATA :

Primary data consist of original information collected for specific purpose. In this study

primary data has been used. This project relied on the response from Customers as

primary data. To obtain this primary a well structured questionnaire was prepared and

the samples were met face to face to get response towards Ultratech Cement.

2. SECONDARY DATA :

Secondary data consists of information that already exists somewhere, having been

collected from other purpose. In these secondary data was pertained from the

brochures of the company and old journals.

TYPES OF QUESTIONS USED IN QUESTIONNAIRE:

Multiple choice questions:

They are faster to administer and lend themselves to analyse using various statistical

techniques.

Dichotomous:

These are simple yes or no type of questions which are very very easy to administer

Direct indirect questions :

Open & close ended questions :

SAMPLING PLAN:

Sampling method : The sampling method is random sampling method

Sample size : The sample size is 50 respondents.

Sample unit : The customers in Bidar city (Karnataka State).

 STRUCTURE OF RESEARCH METHODOLOGY

Research design : Descriptive

Data sources : Primary data, secondary data

Research approach : Survey method

Research instrument : Structured questionnaire

Contact method : Personal

Population : Customer’s in Bidar

Sample size : 50 respondents.

LIMITATIONS OF THE STUDY

 The project may not reveal the entire customers of this brand, but the study was limited to

50 customers.

 The study was limited to a particular Geographical area i.e., in Bidar City.

 This data & analysis cannot be used for future application, because it is just study.

 The study was to short i.e., 1 ½ months (45 days).

 Few respondents were rude while answering the questions due to their busy schedule.

 The analysis is based on customer opinion at the time of survey. This study may not produce

same findings if done at the latter stage.

Analysis & Data Interpretation

Table No. 3. 1 : Awareness about the Ultratech Cement

An attempt is made to know how the respondents come to know about this Ultratech Cement, from
different sources as shown in below table
 Source No. of Respondents Percentage (%)

Engineers 23 46 %

Masons 15 30 %

Advertisement 10 20 %

Friends 02 4%

Total 50 100 %

Awareness about the Ultratech Cement

25
23

20
No.of Respondents

15
15

10
10
Engineers

Masons
5
Advertisement 2

Friends 0
Engineers Masons Advertisement Friends

Sources

Many respondents are aware of this brand through Engineers & masons. Because the
customers having faith on Engineers & masons as they are more knowledgeable than the
customers.
Table No. 3.2 : Respondents Opinion to buy the Ultratech Cement

A study was also conduct to know the factors which are motivating the respondents to buy
this cement as shown in below table motivating factors.

Motivating Factors No. of Respondents Percentage (%)

Brand Reputation 15 30 %

Quick Service 05 10 %

Quality 28 56 %

Value for Money 02 4%

Total 50 100 %

Respondents Opinion to buy the Ultratech Cement

30 28

25
No.of Respondents

20 15

15 Brand Reputation
Quick Service
10 5 Quality
5 2 Value for Money

0
Brand Quick Quality Value for
Reputation Service Money

Motivating Factors

While purchasing the cement many of respondents look for quality of cement and brand
reputation and few of the respondents will buy the cement because of good service provided
by the Dealer and value for money
Table No. 3.3 : Mode of Purchase

An attempt is made to know how the respondents purchase of Ultratech Cement, through.
As shown in below table modes.

Modes No. of Respondents Percentage (%)

Through Dealer 32 64 %

Through Retailer 13 26 %

By Direct 05 10 %

Total 50 100 %

Mode of Purchase

32
35

30
No. of Respondents

25

20
13
15
5
10

0
Through Dealer Through Retailer By Direct

No. of Respondents
Modes

Most of the customer mode of purchase is through dealer, because of small purchases
and few customers will purchase through company directly because of bulk purchase.
.

Table No. 3.4 : Level of Service Offered by Dealer

The services (during & after sales) to the customers by the dealer of the company help to
retain the customer in the long run.

Level of Service No. of Respondents Percentage (%)

Excellent 04 8%

Good 27 54 %

Average 17 34 %

Poor 02 4%

Total 50 100 %

Level of Service

30
27

25
No.of Respondents

Excellent
20 17

15 Good

10
Average
5 4 2

0 Poor
Excellent Good Average Poor
Motivating Factors

Majority of the respondents are satisfied with the service offered by the dealer. And
few respondents are not satisfied because of delay in services
Table No. 3.5 : Level of Cement Usage in the Past.

An attempt is made to know whether the respondents has used or purchased the cement in

past.

Past Usage No. of Respondents Percentage (%)

Yes 28 56 %

No 22 44 %

Total 50 100 %

Past Usage
30 28

25 22
No.of Respondents

20

15

10

0 Yes No

Yes
No
Category

Many respondents are loyal to this brand and prefer only this Cement and some respondents
are new to this brand.
Table No. 3.6 : Respondents Opinion towards Packaging of Cement

The study was also conducted to know the level of satisfaction towards the packaging of

Ultratech Cement.

Opinion No. of Respondents Percentage (%)

Satisfied 42 84 %

Not – satisfied 08 16 %

Total 50 100 %

Opinion towards the Packaging of Cement

42
45
40
35
No.of Respondents

30
25
Satisfied
20
Not – satisfied
15 8
10
5
0
Satisfied Not – satisfied
Opinion

Majority of the respondents are satisfied by the Packaging Material used by the company
Table No. 3.7 : Satisfaction of Ultratech Brand with other Company’s

A study conducted to know the satisfaction of Ultratech Cement when compared to other
brands.

Satisfaction No. of Respondents Percentage (%)

Partly Satisfied 10 20 %

Fully Satisfied 36 72 %

Not-satisfied 04 8%

Total 50 100 %

Satisfaction Level of Ultratech Cement

36
40
35
No. of Respondents

30
25
20
10
15
4
10
5
0
Partly Satisfied Fully Satisfied Not-satisfied

No. of Respondents Satisfaction Factor

When compared to other company brand Ultratech Cement as fully satisfied the respondents
and few respondents were not satisfied. Due to delay service provided by the dealer.

Table No. 3.8 : Customers Opinion towards Quality in Cement

A study was conducted to know how respondents think about quality of cement. The quality

factors are shown in below table.

Quality Factor No. of Respondents Percentage (%)

Crack Resistant 23 46 %

Quick Service 03 6%

Packaging 6 12 %

Grade of Cement 18 36 %

Total 50 100 %

. Customers Opinion towards Quality of Cement

25 23
Crack
18 Resistant
20
No.of Respondents

Quick
15
Service

10 Packaging
6

5 3
Grade of
Cement
0
Crack Resistant Quick Service Packaging Grade of Cement
Quality Factors
Most of the respondents suggest the quality as crack resistance and Grade of e purchasing few

customers suggest the quality as packaging and quick service provided by the dealer.

Table No. 3.9 : Respondents Opinion towards the Price of Ultratech Cement

A study was conducted to know respondents opinion towards the price of the Cement

charge by the Company.

Opinion No. of Respondents Percentage (%)

Appropriate 42 84 %

More 8 16 %

Less 0 0%

Total 50 100 %

Respondents Opinion towards the Price of Ultratech Cement

42
45
40
No. of Respondents

35
30
25
20
15 8
10
0
5
0
Appropriate More Less

Appropriate
More Opinion
Less
The price of 50 Kg bag of Cement is Rs. 218.00 which is quite reasonable compared to other
brands.

Table No. 3.10 : Effective Media for Advertising of Ultratech Cement

The respondents were also asked to suggest the effective media for advertising the Ultratech

Cement. The different media are show in below table.

Media No. of Respondents Percentage (%)

Television 12 24 %

Wall Painting 25 50 %

News Paper 2 4%

Others 11 22 %

Total 50 100 %

Effective Media

22% 24% Television

4% Wall Painting

News Paper

Others
50%

Wall painting is the effective media for advertising the Ultratech Cement few respondents

would suggest television and other media such as dealer board, retailer board, painting on side

by of buses and other vehicles is also effective.

Table No. 3.11 : Alternative Brands in Market other than Ultratech Cement

The study was conducted to know the Alternative Brands available in the market. The
respondents were asked to suggest the other brand they are going to purchase, if Ultratech Cement
is not available in the market.

Brands No. of Respondents Percentage (%)

Vasavadatta 18 36 %

Coramandel King 12 24 %

ACC 19 38 %

Others 01 2%

Total 50 100 %

Alternatives Brands

19
20
18 Vasavadatta
18
16
No.of Respondents

14 Cormandel
12
King
12
10
ACC
8
6
4 Others
1
2
0
Vasavadatta Cormandel King ACC Others
Brands

Most of the respondents would like to go for ACC & Vasavadatta Brand by this we can suggest
that ACC & Vasavadatta are major competitors to Ultratech Cement. Few respondents would
like to go for Cormandel King
Table No. 3.12 : Priority of buying the Ultratech Cement in future

Brands No. of Respondents Percentage (%)

Ultratech 40 80 %

Others 10 20 %

Total 50 100 %

Priority of buying Ultratech Cement in future

40 40

35

30
No.of Respondents

25

20

15

10 10
5

0 Ultratech

Ultratech
Others Others
Brands

All most all the respondents would like to purchase the cement in future because of quality and
good service provided by the Dealer
Table No. 3.13 : Recommendation of Respondents to others to Buy

A study was also conducted to know whether the respondents will recommend others
to buy the Ultratech Cement or not. Because, satisfied customers play’s a vital role in attraction
of new customers and it act’s as a impersonal advertisement.

Recommendation Factor No. of Respondents Percentage (%)

Yes 46 92 %

No 04 8%

Total 50 100 %

Recommendation of Respondents to others to Buy

Yes No

46

All most all customers are satisfied and will recommend others to buy this brand as we all know
one satisfied customers will bring few more customers
Table No. 3.14 : Changes to be made in Ultratech Cement

A study was also conducted to know the respondents suggestions towards the changes

in the Ultratech Cement.

Suggestions No. of Respondents Percentage (%)

Yes 5 10 %

No 45 90 %

Total 50 100 %

Changes to be made in Ultratech Cement

45
45
40
35
No.of Respondents

30
25
20
15 5
10 Yes No
5
0
Yes
No
Suggestions

From the above table and graph it was found that majority of the respondents said that there is

nothing to change in the Ultratech Cement. Few of the respondents suggested that there is a

need of change in price and quick service.

 Findings, suggestions &
conclusion

FINDINGS

 Engineers & masons are the major sources from which customers become aware about

Ultratech Cement.

 The service provided by the Dealer is good.

 The pricing strategy adopted by the company is appropriate.

 The packaging material used for packaging the cement is satisfying the customers.

 Dealer is the main mode through which customer is purchasing the Cement.

 Effective advertising is done through wall painting, bus painting, boards etc.,

 ACC & Vasavadatta are the major competitors to Ultratech Cement.

 SUGGESTIONS

 From the study it is suggested that wall painting and television are the most effective media

for advertising the Ultratech Cement for rapid attraction of customer.

 From the study it is suggested that to overcome and survive in competitive market there is a

need for quicker and better service.

 Quality should be continuously improved and treated to meet competition.

 Promotional offers like discounts, gifts etc., are provided for bulk purchasers.

 From the study it is suggested that pricing should be appropriate to capture in market.

 Credit facility or installments should be provided for regular purchasers.

 CONCLUSION

The result of the study is based on 50 samples drawn across Bidar City. In connection to

these a question was posed to respondent to recommend the present running brand in the

market. Most of them have quoted to Ultratech Cement. Thus from the above statement the

conclusion can be drawn as follows:-

 The Ultratech Cement is fast moving, compared to other companies. Maximum number of

respondents have recommend Ultratech Cement to others.

 The company is facing heavy competition with ACC and Vasavadatta.

 The Ultratech Cement is the market leader.

 The company is providing excellent technical assistance and service to the customers

(TASC).

 The company always maintain good quality because of this maximum number of

respondents recommend this brand.

 The company is also providing mobile concrete testing labs on call.