This document is a summer project report submitted by two students, Selvin Doshi and Ankit Modi, to GTU under the guidance of Dr. Supriya Bhutiani. The report studies consumer behavior towards J.K. White Cement products including white cement, wall putty, and Primaxx. It includes an acknowledgment, declarations by the students, table of contents, and executive summary highlighting the objectives and approach of the project. The introduction provides an overview of the cement industry and J.K. Cement Ltd, describing the company's products, manufacturing process, management philosophy, and strengths.

1. 1
SUMMER PROJECT REPORT ON
“TO STUDY CONSUMER BEHAVIOUR TOWARDS J.K.WHITE
CEMENT PRODUCTS (WHITE CEMENT, WALL PUTTY, PRIMAXX)”
WITH
PROJECT ORGANISATION –J.K.CEMENT LTD.
UNDER THE GUIDENCE
OF
DR. SUPRIYA BHUTIANI
Submitted to GTU
Institute code - 778
`
Submitted by
Selvin Doshi (167780592021)
Ankit Modi (167780592049)

2. 2
ACKNOWLEDGEMENT
I take great pleasure in expressing my deep sense of gratitude to my esteemed
institute SOM-LALIT INSTITUTE OF BUSINESS MANAGEMENT AND
J.K.CEMENT LTD (J.K.WHITE CEMENT WORKS) for providing me the
opportunity to complete my project on
“TO STUDY CONSUMER BEHAVIOUR TOWARDS J.K.WHITE CEMENT
PRODUCTS (WHITE CEMENT, WALL PUTTY, PRIMAXX)”
I gratefully acknowledge with heartfelt gratitude and profound indebtedness
towards Mr. ASHOK JOSHI (Manager, Marketing Head Gujarat State) and Mr.
JATIN SINGH, (Dy. Manager) JK Cement Ltd.
(JK White Cement) my esteemed project guide for his benign benevolence,
candid co-operation & productive feedback, keen interest and inspiration given to
me through the entire period of association with him. I am also grateful to the
marketing team members & other members of JK CEMENT LTD. for their
support & guidance.
Finally I would like express my gratitude to all members of SOM-LALIT
INSTITUTE OF BUSINESS MANAGEMENT Family & all my friends who
helped me directly or indirectly in successful completion of this report.
ANKIT MODI
SELVIN DOSHI

3. 3
DECLARATION
I, ANKIT MODI, student of SOM-LALIT INSTITUTE OF BUSINESS
MANAGEMENT (SLIBM) 2016-18 batch hereby declare that I have
successfully completed my project entitled “TO STUDY CONSUMER
BEHAVIOUR TOWARDS J.K.WHITE CEMENT PRODUCTS (WHITE
CEMENT, WALL PUTTY, PRIMAXX) “at organization –JK CEMENT Ltd.
Signature
ANKIT MODI

4. 4
DECLARATION
I, SELVIN DOSHI, student of SOM-LALIT INSTITUTE OF BUSINESS
MANAGEMENT (SLIBM) 2016-18 batch hereby declare that I have
successfully completed my project entitled “TO STUDY CONSUMER
BEHAVIOUR TOWARDS J.K.WHITE CEMENT PRODUCTS (WHITE
CEMENT, WALL PUTTY, PRIMAXX) “at organization –JK CEMENT Ltd.
Signature
SELVIN DOSHI

5. 5
CONTENTS
PAGE
NO.
CHAPTER-1 INTRODUCTION 7
1.1 Industry profile 8
1.2 Company profile 17
CHAPTER-2 LITERATURE REVIEW 29
CHAPTER-3 RESEARCH METHODOLOGY AND 32
DESIGN
3.1 Objective 33
3.2 Methodology 33
3.3 Population and sampling 34
3.4 Sample size 34
CHAPTER-4 DATA ANALYSIS AND 35
INTERPRETATION
4.1 Data analysis 36
CHAPTER-5 SUMMARY OF FINDINGS 43
5.1 General Findings 44
CHAPTER-6 CONCLUSION AND 45
RECOMMENDATIONS
6.1 Conclusion 46
6.2 Recommendation 47
CHAPTER-7 Bibliography 48
Questionnaire 50

6. 6
EXECUTIVE SUMMARY
Title of the project “TO STUDY CONSUMER BEHAVIOUR TOWARDS
J.K.WHITE CEMENT PRODUCTS (WHITE CEMENT, WALL PUTTY,
PRIMAXX)” Itself suggests the gist of the project.
 JK White Cement is a company, which manufactures white cement used for
crack proofing, water proofing, painting, and other decorative purposes. The
company has set an objective to maximize its market share, so there was a need
to know about the major competitors and explore the opportunities existing in
various segments of the market.

 So this project was assigned to me to contribute towards the goal of this
organization as well as this was a good exercise from my learning point of view.



 The basic approach in this project is identifying who are the major players are
dealing with white cement & wall putty, what are the reasons that influence
consumers and seller’s preference.


 To know the perception of the customer about the competitor’s product.



 By using such information we can analyze market conditions and can make
our policies to acquire highest market share.

7. 7
CHAPTER - I
INTRODUCTION

8. 8
CEMENT INDUSTRY
India is the second largest producer of cement in the world. Cement production
increased at a compound annual growth rate (CAGR) of 9.7 per cent in the period
2006– 2013, producing 272 million tonnes (MT). The production capacity is
projected to reach 550 MT by FY 2020.
And Birla Cement.
Cement prices in India recorded a 6.7 per cent month-on-month growth in April
2017, thereby indicating the probability of growth in volume and profitability of
cement companies in the quarter ending June 2017.
The housing sector is the biggest demand driver of cement, accounting for about
67 per cent of the total consumption in India. The other major consumers of
cement include infrastructure at 13 per cent, commercial construction at 11 per
cent and industrial construction at 9 per cent.
The cement capacity in India is estimated to be at 420 MT as of March 2017 with
production growing at 5-6 per cent per year. The country's per capita
consumption stands at around 225 kg.
The Indian cement industry is dominated by a few companies. The top 20 cement
companies account for almost 70 per cent of the total cement production of the
country.
A total of 188 large cement plants together account for 97 per cent of the total
installed capacity in the country, with 365 small plants account for the rest. Of
these large cement plants, 77 are located in the states of Andhra Pradesh,
Rajasthan and Tamil Nadu.
According to data released by the Department of Industrial Policy and Promotion
(DIPP), cement and gypsum products attracted Foreign Direct Investment (FDI)
worth US$ 5.24 billion between April 2000 and March 2017.
India ranks second in cement production after China
India’s cement industry needs to nearly double its manufacturing capacity by 2025,
according to a report titled ‘Cement Vision 2025: Scaling New Heights’ by the
Confederation of Indian Industry (CII). The report highlights that an additional
capacity of 330–380 MT in cement and 240–270 MT in clinker could be needed

9. 9
by 2025. This translates into an investment of close to Rs 300,000 crore (US$
50.1 billion).
The major Indian cement companies are Birla White, J.K Cement Ltd, and some
other Companies.

10. 10
WHITE CEMENT
White Cement has registered growth in production and sale in India in the last
few years. The White Cement sector has been growing at the rate of 11% per
year. This has given the Indian cement industry a major boost.
White Cement is much like the ordinary grey cement except that it is white in
color. In order to get this color of the White Cement, its method of production is
different from that of the ordinary cement. White Cement is used in architectural
projects the use of white cement has been specified. It is used in decorative works
and also wherever vibrant colors are desired. White Cement is used to fill up the
gaps between marble and ceramic tiles for a smoother and more beautiful finish.
However, this modification in its production method makes White Cement far
more expensive then the ordinary cement
The production of White Cement requires exact standards and so it is a product
which is used for specialized purposes. White Cement is produced at
temperatures that hover around 1450-1500 degrees Celsius. This temperature is
more than what is required by the ordinary grey cement. As more energy is
required during the manufacture of White Cement, it goes to make it more
expensive than the ordinary grey cement.
White Cement is used in architectural projects the use of white cement has been
specified. It is used in decorative works and also wherever vibrant colors are
desired. White Cement is used to fill up the gaps between marble and ceramic
tiles for a smoother and more beautiful finish.
White Cement is used in architectural projects the use of white cement has been
specified. It is used in decorative works and also wherever vibrant colors are
desired. White Cement is used to fill up the gaps between marble and ceramic
tiles for a smoother and more beautiful finish.
The various raw materials required for the production of White Cement are:
 Limestone
 Sand
 Iron Ore
 Nickel
 Titanium

11. 11
 Chromium
 Vanadium
Grasim and JK Cement are the major producers of white cement in the country.
While Grasim, with the Birla White brand, has a capacity of 3.6 lakh tones, JK
has a capacity of 2.4 lakh tones. The Indian white cement industry has an
installed capacity of 6.8 lakh tones and the operating capacity, at present, stands
at 6 lakh tones.
TYPES OF CEMENT AND THEIR IS CODE
Types of Cement IS No.
ORDINARY PORTLAND CEMENT-33 GRADE 269-1989
ORDINARY PORTLAND CEMENT-43 GRADE 8112-1989
ORDINARY PORTLAND CEMENT-53 GRADE 12269-1987
RAPID HARDINING CEMENT 8041-1990
PORTLAND SLAG CEMENT 455-1989
PORTLAND POZZOLANA CEMENT (P-1) 1489-1991
PORTLAND POZZOLANA CEMENT (P-2) 1489-1991
MASONARY CEMENT 3466-1988
HIGH ALUMINA CEMENT 6452-1989

12. 12
SUPERSULPHATED CEMENT 6909-1990
WHITE PORTLAND CEMENT 8042-1989
HYDROPHOBIC PORTLAND CEMENT 8043-1991

13. 13
CEMENT TYPE SPECIFIC USE
S.NO
(1) OPC General construction work where
(a) 33 GRADE high strength Concrete is not
required, plastering, finishing Works
etc.
(b) 43 GRADE Used where M-15, M-20 and above
grade concrete is required used for
pre-cast items and general
construction work. Strength
development is faster than 33 grades.
(c) 53 GRADE High strength cement used for
multistory building, pre cast and pre
stressed items, bridges, tall
structures etc. Development very fast
strength and speeds of construction.
(2) PPC Construction of dams, dikes, sewage
pipes, plastering, masonry, finishing
works and can be used for any
application of 43 Grade/53 Grade
OPC.
(3) WHITE CEMENT Manufacture of tiles artistic
decoration floors decorative concrete
etc. generally meant for non-
structural use.

14. 14
MANUFACTURING PROCESS OF WHITE CEMENT

15. 15
Porters Five Force Model for Cement Industry
Threat of New Entrance:
The high capital costs acts as a major entry barrier for the entry of new players.
The high freight costs make it difficult to import cement. Cement being a high
volume low value commodity results in high freight costs, which makes cement
imports economically unfeasible. Domestic Cement industry is highly insulated
from global cement markets. With Go intervention, making cement duty free,
cement is being imported from neighboring countries.
However, due to logistics issues and lack of port handling capabilities, imports of
cement will remain negligible and do not pose a threat to domestic industry.

16. 16
Bargaining power of Suppliers:
The major inputs are coal and power. The Prices of both coal and power are
determined by the government. To mitigate the high costs of power the cement
players have set up captive power plants.
Competitive rivalry between existing players:
Previously the rivalry was strong among the players, as the industry was not
consolidated. During the last few years the industry has become more
consolidated with the Top 3 players having a combined market share of 49
percent in 2005-06 as compared to 32 percent in 1999-2000.
Bargaining power of Buyers:
Retail sales constitute about 80 percent of the total sales and the rest is
institutional sales. The retail buyers don’t have any bargaining power while the
institutional buyers get a discount of 5 to 10 percent as they buy cement in bulk.
Threat of Substitutes:
There are no good substitutes for cement. But for wall putty sunlit & pop are used.

17. 17
COMPANY PROFILE
ABOUT JK
J.K. Cement Ltd is an affiliate of the multi-disciplinary industrial conglomerate
J.K. Organization which was founded by Lala Kamlapat Singhania. For over four
decades, J.K. Cement has partnered India's multi-sectorial infrastructure needs on
the strength of its product excellence, customer orientation and technology
leadership The Company has over four decades of experience in cement
manufacturing.
Our operations commenced with commercial production at our first grey cement
plant at Nimbahera in the state of Rajasthan in May 1975. Subsequently the
Company also set up 2 more units in Rajasthan at Mangrol and Gotan. In the year
2009 the Company extended its footprint by setting up a green-field unit in
Muddapur, Karnataka giving it access to the markets of south-west India. In the year
2014, the company further expanded its capacity in the north with brownfield
expansion of 1.5 Mn TPA integrated unit at Mangrol and split grinding unit of 1.5
MnTPA at Jhajjar. Today J.K. Cement has an installed grey cement capacity of 10.5
MnTPA making it one of the leading manufacturers in the country.
The pillars for J.K.White Cement Yadupati Singhania (Chairman &
Managing director). Currently Mr.B.K.Arora is president of Works & Mr.
V.P. Singh is President, Marketing.
The Company is the second largest manufacturer of white cement in India, with an
annual capacity of 600,000 tonnes in India. We are also the second largest producer
of Wall putty in the country with an annual installed capacity of 700,000 tonnes.
J.K. Cement was the first Company to install a captive power plant in the year 1987
at Bamania, Rajasthan. J.K Cement is also the first cement Company to install a
waste heat recovery power plant to take care of the need of green power. Today at
its different locations, the Company has captive power generation capacity of over
140.7 MWs which include 23.2 MW of waste heat recovery power plants.
The Company has made its first international foray with the setting up of a green-
field dual process white cement-cum-grey cement plant in the free trade zone at
Fujairah, U.A.E to cater to the GCC and African markets. The plant at Fujairah has a
capacity of 0.6 million tonnes per annum for White cement with a flexibility to
change over its operation to produce up to 1 million tonnes per annum of Grey
Cement. The commercial production from Fujairah Plant started from

18. 18
Sep'2014.With this, J.K Cement Ltd has become the second largest White
Cement Producer in the World.
As a part of its new initiatives, the Company plans to increase the production
capacity of Wall Putty to keep pace with the rising demand. In this direction, the
company plans to put up 6 lac tonnes capacity at Katni in M.P. The first phase of
2 lac tonnes commenced on 25.5.16.
Backed by state-of-the-art technology, access to the best quality raw materials
and highly skilled manpower against the backdrop of India's infrastructural
growth in an overdrive, we are upbeat about the future. Superior products and a
strong Brand name, an extensive marketing and distribution network and the
technical know-how represent the Company's abiding strengths
MANAGEMENT PHILOSOPHY
 Customer Satisfaction

 Always invest in Latest Technology

 Huge Distribution Network Creation

 Expansion through Balancing Equipment

 Constant focus on Cost Control & Quality

 Invest in Managers & Develop People Skills

 Stability of Executive Management & Low Employee turnover

 Social Welfare - A Priority

19. 19
COMPANY STRENGTH
We enjoy a number of key competitive advantages, which have helped us maintain
our position as one of the leading cement manufacturers in the Northern Indian
cement market. Our principal strengths and competitive advantages are as follows:
Our cement operations in the six months ended September 31, 2005. Unlike grey
cement, the white cement industry in India is highly concentrated with the two
largest players accounting for the substantial majority of India’s production
capacity.
Consequently, prices of white cement have been relatively less volatile and sales
of white cement have generated more stable cash flows for us even during
industry downturns in grey cement. We also believe our position as the second
largest producer of white cement in India, together with our nationwide delivery
network, significantly enhances the overall brand image of JK Cement.
Quality of products and strong brand name
We believe that brand name and reputation are important to retail purchasers of
cement in India. We have built a strong reputation among cement purchasers by
consistently providing high quality products. We believe that there is strong
customer awareness of our brands, JK Cement (“Sarvashaktiman”), for grey
cement in our principal market in Northern India, and JK White (“Camel”), for
white cement across India. Further, we believe that our brand name and our
reputation for consistently supplying high quality products provide us with a
competitive advantage in ensuring that cement dealers carry our products.
Extensive marketing and distribution network
We have a wide distribution network for grey cement in Northern India. We also
have a strong all-India distribution network for white cement. Our distribution
network for grey cement products consists of 44 feeder depots serviced by seven
regional sales offices in Delhi, Haryana, Uttar Pradesh, Punjab, Rajasthan, Madhya
Pradesh and Gujarat. Our white cement network comprises 20 feeder depots
serviced by 13 regional sales offices in Delhi, Chandigarh, Uttar Pradesh, West
Bengal, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala, Maharashtra, Gujarat,
Madhya Pradesh and Rajasthan. In addition, we have more than 4,000 retail stores
that stock our grey and white cement products, as well as 22 sales promoters and

20. 20
four handling agents. We believe that the extent of this network, and our
relationships with our dealers, enables us to market and distribute our cement
widely and efficiently.
AWARDS
Architect of the Year Award (AYA)
Architecture was more or less identified with housing & more so with elite
housing. However, many countries have used architecture effectively for public
structures also, such as highways, metro rails, factories, harbors & any other
public facilities. These projects/structures shall consume lot of building materials.
If these structures have to look pleasing, relevant architecture has to be applied in
their designs. The subject of challenges to architecture vis-a-vis town planning,
infrastructure development & affordable housing is being discussed in various
countries through various forums. Mr. Yadupati Singhania, Managing Director,
J.K. Cement Ltd., thought that we could contribute to this cause by encouraging
outstanding talent in the profession of architecture as a continuous process &
thereby set an example for others in this profession to do better & better. This is
how Architect of the Year Award (AYA) began way back in the year 1990 (1st
Architect of the Year Award). Awards were subsequently extended to architects
of neighboring countries from the year 1996 (7th Architect of the Year Award).
To encourage state level architecture, State Architecture awards were also
introduced from the award year AYA-98 (9th Architect of the Year Award).
 First Prize for Scientific Development of Mineral Deposit and Waste Dump
Management at 14th Mines Environment and Mineral Conservation Week 2014
(Udaipur Region)
 Bhamashah Award by Govt. of Rajasthan (2013) "Certificate of Excellence
2012" Award in the Large Scale Industries Category by Employers' Association
of Rajasthan, Jaipur.
 Lifetime Achievement Award for Dr. Gaur HariSinghania – Chairman, J.K.
Cement Ltd by International Institute of Social Scientists
 "Best Employer Award 2012" by Employers' Association of Northern India
Regional training center
Over the years, we have developed long-term customer relationships and a strong
reputation for quality. In addition, we have a proven track record of upgrading
and modernizing our production capabilities efficiently, having increased our

21. 21
production capacity at Nimbahera by more than 80%, from 1.54 million tons in
1998 to 2.8 million tons as of September 30, 2005.We have a stable and
experienced middle and senior level management team, many of whom have
been working in our cement operations for more than 20 years.
Our Nimbahera manufacturing facility was chosen by the World Bank and the
Danish International Development Agency as one of the four training centers in
India to serve as the “Regional Training Center” for Northern India. There are
only four regional training centers for the cement industry in India, and we
believe our operation of the training center provides us with access to state of art
training aids, live working models, and technical expertise developed by well-
known national and international cement producers.
PLANT
We manufacture grey cement in two facilities located at Nimbahera and Mangrol
in the state of Rajasthan in Northern India. White cement is produced at our
facility at Gotan in the state of Rajasthan.
Our plants have obtained many accolades and recognition, the most noteworthy
being: ISO-9001:2000 QMS and ISO-14001:2004 EMS for the grey cement
facility at Nimbahera and ISO-9001:2000 QMS, ISO-14001:1998 EMS &
OHSAS-18001:2005 Occupational Health and Safety for the white cement
facility at Gotan. The construction of our first most modern dry cement plant
began in 1970 in Nimbahera in Rajasthan.

22. 22
The following table shows details of production of cement facilities for
period indicated in JK Cement Ltd.
Plant
FY 12 FY 13 FY 14-15 In FY 15-16 In
In MT In MT MT MT
Nimbahera 2622787 2698409 2378019 1735431
758500(Old), 644880(Old),
Mangrol 842566 868817
451100(New) 1429591(New)
Gotan
320084 290582 344758 282217
(Grey)
Jharli 320084 290582 509087 978386
Muddapur 1531978 1825772 1860798 1824385
Gotan
376761 439652 489002 501168
(White)
Gotan
(Wall 376761 439652 391478 477628
Putty)

23. 23
Nimbahera unit (Grey Cement)
Location: Chanderia Cluster, Rajasthan
Commenced commercial production in 1975 with an initial capacity of 0.3
MnTPA. In the year 1979, a second production line was added to enhance the
production capacity to 0.72 MnTPA. 1982 witnessed the incorporation of another
production line taking the production capacity to 1.14 MnTPA.
In 1988 a pre-calciner was installed and the production capacity touched 1.54
MnTPA. Constant modernization and up-gradation was instrumental in bringing
the plant to its present capacity of 3.25 MnTPA.
Major modification to reduce the electrical energy cost & to utilize the waste heat
at maximum, Waste Heat Recovery System of 13.2 MW was installed in the year
2007-2008. Recognition: IMS comprising of ISO-9001:2008 for QMS and ISO-
14001:2004 for EMS.

24. 24
Mangrol unit (Grey Cement)
Location: Chanderia Cluster, Rajasthan
Commenced commercial production in Dec'2001 with a capacity of 0.75 MnTPA. It
is situated close to Nimbahera plant (10kms away) - offers it significant synergy
benefits like assistance from technical & commercial staff of Nimbahera Complex.
We successfully implemented a brown field expansion at Mangrol having a capacity
of 3 MnTPA, integrated plant with 1.5 MnTPA cement grinding capacity, 25 MW
Captive power plant and 10 MW Waste Heat Recovery plant.
Gotan unit (White Cement)
Location: Gotan, Rajasthan
Our pioneering foray into white cement 25 years ago created a new chapter in the
history of J.K. Cement and the J.K. White Cement Plant is an integral part of the
same.
We were the first White Cement facility in India, which was limestone based, and

25. 25
manufactured Cement through the dry process. The White Cement plant was
commissioned in 1984 at Gotan, Rajasthan, with an initial production capacity of
50,000 tons. The White Cement plant uses technical expertise from F.L. Smith &
Co. from Denmark and state of the art technology with continuous on-line quality
control by microprocessors and X-rays ensure that only the purest White Cement
is produced. Over the years, continuous process improvements & modifications
have increased the plant's production capacity to 600,000 tonnes per annum.
White cement unit, KATNI
The Company has set up a white cement based Wall Putty manufacturing unit at
Katni, M.P. with an initial capacity of 2 Lac tonnes per annum. Commercial
dispatches commenced on 26 th
May, 2016.
The Company plans to set up, in phases a capacity of 6 Lakh tonnes. With this,
the Company has achieved a capacity of 7 Lac tonnes for Wall Putty
manufacturing in India.
Environmental Concern
To feed the required limestone to our cements plants, we hold four mining leases at
Ahirpura, Maliakhera, Karunda and Tilakhera where mining is carried out using
deep hole drilling and blasting. But a lot of care has been taken to negate the ill
effects of this ecology affecting activity. To begin with, we have converted the dry
drilling into wet drilling, water is sprinkled on the haul roads, dense plantation has
been cultivated around the working pit, Sequential Blasting Machine and down the

26. 26
hole delay are being used to reduce noise, vibration and fly rock. Water is kept
stored in the forth bench for use during summer as it also helps recharge the ground
water table. Afforestation is carried out at all the four mines as a part of the mining
process. Till date, a total of 2,85,396 plants have been planted covering a total area
of over 65 hectares. Necessary arrangement for watering these plants, ensuring their
survival, has also been done in the form of construction of 6 water tanks combined
with the facilitation of direct water supply pipelines and water tankers.
We have also focused on the Waste Dump Management. The generation of waste
material along with mining of limestone at all our mines, is almost negligible.
However, some waste like Interstitial Clay, when generated, is excavated
separately and dumped at the specified places. These waste dumps are being
properly leveled which are then covered with black cotton soil scraped from other
parts of the pit only. This forms the bed for plantation or forestation. The height
of the dumps are kept only 5 to 6 meters. So that there will be no chance of
destabilizing of these dumps after plantation in the long run.

27. 27
SWOT ANALYSIS OF JK CEMENT LTD.
JK Cement
Parent Company J.K. Organization
Category Construction Materials
Sector Real Estate and Constructions
Tagline/ Slogan Vishwas hai isme kuch khaas hai
USP Customer focused service
STP
Tier I/II/III cities, Public Sector/Private Sector,
Segment Customer/Builder
Customers and Builders in both Public and private
Target Group sector in all tier cities
Positioning A Strong Cement Brand
SWOT Analysis
1. JK Cements has an operational experience of over
Three decades.
2. It has an installed grey cement capacity of 7.5 MTPA.
3. The company is one of largest producer of white
cement in
The county with 4,00,000 tons of capacity.
4. It is also one of the largest producer of Wall Putty
Strengths with a capacity of 3,00,000 tons.

28. 28
Weaknesses
Opportunities
Threats
5. It is the first company to install waste heat recovery
plant to take care of need of green power.
6. Company has a capacitive power generation capacity
of over 100 Mws
1. It has major operations in Rajasthan and Karnataka
only.
2. Moreover, the brand awareness pan India is very less
when compared to national players in the country.
1. It should expand its operations to other parts of
the country.
2. Government policies would also help the company
to grow in the country.
3. It can enter into untapped markets.
4. Real Estate sector is in a boom in India, so it’s a huge
opportunity for players like JK Cements to leverage
upon.
1. It would face strong competition from regional
players when it tries to enter new markets.
2. Many major cement players are doing aggressive
marketing and branding activities that might impact
JK cement operations
3. Increasing cost of operations and
fluctuating construction business scenario
Competition
1. Birla white
2. Asian, Berger
3. Others (wallplast,lion,etc)
Competitors

29. 29
CHAPTER – II
LITERATURE REVIEW

30. 30
LITERATURE REVIEW
I. In 2013, Prof. Acharekar studied the various factor affecting the working
capital requirement in cement industry. To assess the relative significance
of various sources of working capital. To analyse relative asset liquidity
and finance liquidity in cement industry. International Journal of Scientific
and Research Publications, Volume 4, Issue 9, September 2014 2 ISSN
2250-3153
II. In 2013, Dr. P. Krishna Kumar, investigate the progress of Indian cement
industry since 1991, in terms of its growth in installed capacity,
production, exports and value additions. In detail the research methodology
used for the study that has focused on the past, present and future
performance of cement industry at the Macro Level.
III. In 2009, Bhayani & Sanjay an attempt has been made to identify which
variable are judging the profitability of Indian Cement Industry. The study
covers the all listed cement firms working in India for the period of 2001
to 2008.
IV. Anita Jangra’s literature review:-
Abstract: The main objective of this paper is to evaluate the consumption
& investment and the market size of the cement industries in India. They
play an important role in the growth of India. In India, there are 69
industries producing cement. In this, the studies of top 5 companies are
done, their market size, their investment is studied. The major part of the
cement is consumed by the housing sector i.e. 64%, 17% consumed by
infrastructure, 13% by commercial and only 6% is consumed by
industrial sector. Index Terms: Cement industries, market size,
consumption, investments.

31. 31
Objective: - An attempt was made in the present study. To evaluate the
Consumption & investment of cement industries in India. To analyse the
Maximum consumption of cement industries in India in different sectors.
Findings: - Total 69 industries are in India producing cement and cement
consumption in India was estimated from 2013-14 to about 280-285 MT. It
consumed 293 MT. In which consumption of cement is as follows: Major
64% of the total cement consumption is consumed by housing sector, 17%
consumed by infrastructure, 13% consumed by commercial and institutions
and only 6% is consumed for industrial sector.
Conclusion: - The housing segment accounts for a major portion of total
domestic demand for cement in India. The government of India is strongly
focused on infrastructure development to boost economic growth and plans
to increase investment in infrastructure to 12th five year plan (2012-17).
During the plan, the industry is estimated to add a capacity of 150 MT of
Cement production. Housing development plays important role in growth
of India by providing much funds through the higher consumption.

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CHAPTER –III
RESEARCH METHODOLOGY

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PROJECT DETAILS
PROJECT TITLE
“TO STUDY CONSUMER BEHAVIOUR TOWARDS J.K.WHITE CEMENT
PRODUCTS (WHITE CEMENT, WALL PUTTY, PRIMAXX)”
PROJECT HEAD- Mr. ASHOK JOSHI (Manager, Marketing Head Gujarat
State) JK Cement Ltd.
PROJECT GUIDE- Mr. JATIN SINGH, (Dy. Manager) (J.K.White Cement
Works)
1. Research Objective:
To find out the consumer behavior towards j.k. white cement products (white
cement, wall putty, primaxx)
2. Research Design:
(a) Research Approach: - Exploratory and Descriptive Research
(b) Sample Size - 350 Retailers who sell white cement & wall putty in various
regions.
(c) Research Methodology - Interview person on one to one basis using
structured questionnaire.
3. Method of Data Collection:
Data collected by undergoing Primary Research.

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RESEARCH METHODOLOGY
It’s imperative that any type of organization in the present environment needs
systematic supply of information coupled with tool of analysis for making sound
decision which involves minimum risk.
A research design is purely and simply the framework or plan for a study that
guides the collection and analysis of the data.
METHODS OF DATA COLLECTION
 Through interaction with retailers.

 Through questionnaires filled from the consumer and retailers.
SAMPLE DESIGN
Considering the constraints, it was decided to conduct the study based on sample
size of 350 respondents.
The selection was made through approach of random sampling. Scientific method
was not adopted in this study because of financial constraints and also because of
lack of time, also the basic aim of doing the research was academic, hence
most convenient way was selected.
TOOLS USED
There are several methods of collecting primary data, particularly in surveys and
descriptive research. Important are:-
 Observation method.

 Through questionnaires.

 Interview method.

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CHAPTER – IV
DATA ANALYSIS
&
INTERPRETATION

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QUESTIONNAIRE
ANALYSIS Q). Name of the organization. Analysis:
 This question gives an overview about the organization.

 This also gives the clarity in data collection process.
Analysis:
This question let us know about the type of organizations being established.
 Also the density of shops in survey area.
Relationship with JK White
Interpretation:
 It is clear that majority of the retailers selling jk product as well as
other brands too.

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Types of Business you are dealing in
Interpretation:
 Majority of shops were hardware shops

 Establishment found in majority were cement dealers & Paint shops.
Number of years' experience in paint and allied business
Interpretation:
 Major retailers in paint and allied business are for more than 10 years.

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What is your average monthly sales of Primer? (Lts)
Interpretation:
 It is displayed that average monthly sales of primer is 0 to 200 liters.

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Interpretation:
 From the graph it is clear that average selling of Asian primer is higher
than other brands.
Interpretation:
 According to retailers Asian company is the first preference for the primer.

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Interpretation:
 Customers demand Asian primers more than other brands. Average
5 customers demand Asian primer out of 10.

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Interpretation:
Asian company provide all the benefits and offers which attract the retailers to
sell the product.

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ANOVA: SINGLE FACTOR
SUMMARY
Groups Count Sum Average Variance
Column 1 307 104850 341.5309 108980.3
Column 2 307 90400 294.4625 84805.84
ANOVA
Source of
Variation SS df MS F P-value F crit
Between
Groups 340069.2 1 340069.2 3.509737 0.061486 3.856698
Within
Groups 59298567 612 96893.08
Total 59638636 613

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CHAPTER –V
SUMMARY OF FINDINGS

44. 44
SUMMARY OF FINDINGS
 Customer satisfaction with respect to the JK Cement LTD. is satisfactory in
East zone, but company needs to work hard in West zone to penetrate into the
market player safe zone.

 Asian has come out as a Market Leader in primer sector according to our survey.



 According to retailers it becomes very tedious job to use primer in powder
form. They want user friendly primer.



 Most of consumers didn’t know about JK primer Primaxx.



 To minimize the transportation cost and increase the availability company has
allocated stockiest area wise.


 Retailers are facing price variance issue for the same product at different place.



 Retailers want more prizes, incentives, gift and tours.



 Dealers also want more meeting with officials of the cement companies.



 Bulk consumers want more and more cash discount.


 Surprisingly, retailers sell more local primer brands like Mosam, Metro,
Navdeep etc. than some known brands, because of its service, profit margin
and availability.

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CHAPTER – VI
CONCLUSION AND
RECOMMENDATIONS

46. 46
CONCLUSION
 Most of the retail outlets visited was multi-branded.
 According to most of the retailers covered customer prefer Birla white
followed by JK white.
 According to retailers while making purchase decision the customer is the
most sensitive to the brand name, followed by quality, followed by whiteness. By
brand name customer mean a reputed company having goodwill like JK White
and Birla White.

 JK has good market share and brand name in White Cement and Wall Putty.
The company needs to promote white cement as well as wall putty more.
 Most of the retailers don’t face any complaints from consumers in any brand
 According to most of the retailers Birla White Cement is the hottest brand
followed by JK White Cement. With Birla White holding more than 50% of sale
in the retail market in maximum outlets.

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RECOMMENDATION

Although JK Cement Ltd. (JK White Cements Works) is an established and
known brand in the market scenario it would be beneficial for them if they pull
their socks now and work on Promotional Activities and Marketing Strategies
for differentiating advantage enjoyed by the competitors.




JK White Cement needs to really plan heavy and systematic investments for
promotions of their products if they really want to excel in the retail market. This
is primarily recommended because promotional support is the back bone of
marketing and sales.




Company should arrange more meetings with painters and retailers to aware
about our product Primaxx.


Company should driver more promotional activity to aware about Primaxx.




To sustain top 3 position in the primer sector, first company should beat Nerolac
and Dulux by aggressive team work.




Company should appoint more versatile distributor in Ahmedabad area as
early as possible. So that market can be covered as and sale can be increased in
that area as compared to other brands.



West Ahmedabad has large growing market. There is lot of market yet not
being covered by JK Products. Making contact and relation with retailers will
help in creating awareness.


48. 48
CHAPTER – VII
BIBLIOGRAPHY

49. 49
BIBLIOGRAPHY
1) J K White Cement hand book
2) J K brochures
3) Marketing Management - Philip Kotler
4) Marketing Research - Naresh Malhotra
5) Website - www.jkcement.com/

50. 50
QUESTIONNAIRE

51. 51

52. 52

53. 53