TO STUDY CONSUMER’S BEHAVIOUR ON AMBUJA CEMENT IN WEST DELHI REGION

Abstract

The project is based on identifying and analyzing consumer behavior in buying cement in west region of Delhi with special focus on Ambuja cement. For this purpose we first observed the marketing strategies of various companies involved in cement industry. The relationship of these companies with masons and builders and the strategies they adopted to promote their brand name. This study also explored the basic behavior of consumer towards such brands. This study tried to identify factors which governed the behavior of consumer towards such brands. The external and internal factors which have a direct bearing on the buying behavior of consumer are carefully examined. This research is based on both primary and secondary data. Primary data was collected through questionnaire survey. Based on the careful analysis of this data we came to some useful conclusion. All this research gave us some useful insights that might help cement companies to improve their strategy to target a wider range of custom