1.

0 INTRODUCTION:
Marketing is a communication process that has the purpose of individuals or groups - that are directly or indirectly able to purchase - aware of products and services that may satisfy their existing or newly-identified needs and wants.

Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services.

Dealer Any person who carries on business in purchasing, selling, supplying or distributing goods and also includes works contractor, company, Co-operative Society, Broker, Commission Agent, Auctioneer or any other mercantile Agent for the consideration of cash, commission and deferred payment.

There are two types of dealer such as: 1) Registered dealer. 2) Casual dealer

Cement industry is one of the major industries in India. Today there are 130 large cement plants and more then 300 mini cement plants operating in India, producing cement under different brands and grades. Though most of the companies are restricted to surrounding states, some spread throughout India. A local market to a city, a district, or a state is composed of a variety of brands leaving to the customer a wide range of choice.

In the market, the movement of cement largely depends on the dealers promotion, constructor or contractors awareness and advice to the customer and to an extent on the awareness of the customer. Dealer is one of the key persons who can affect the movement of a particular brand of cement. A marketer needs the information regarding the dealers satisfaction on different factors like product quality, service, price, supply and satisfaction of companys promotional activities so as to estimate his willingness to push the brand.

The study attempts to analyze the satisfaction of the dealer regarding various factors corresponding to SAGAR CEMENTS and the brand preference by the dealers. This helps the marketers of SAGAR CEMENTS to estimate the market position of SAGAR CEMENTS and take steps for their expansion of business.

2.0 NEED OF STUDY:

To study the dealers satisfaction levels towards sagar cements regarding promotional activities, quality and quantity of cement and to know demanding levels of sagar cements by the customers in the market.

3.0 OBJECTIVES:
To find the Dealers Satisfaction Level with SAGAR CEMEMTS. To find the factors influencing the dealers to deal with SAGAR CEMEMTS. To study various areas that needs improvement in SAGAR cements from dealer point of view. To find the dealers suggestions if any with respect to SAGAR CEMEMTS.

4.0 SCOPE OF THE STUDY:

The study is confined on the selected dealers in Nalgonda and Khammam Districts. The data collection is carried out in Nalgonda and Khammam Districts The project is focused on dealers satisfactory levels with quality, supply, packing, service of SAGAR CEMENTS and promotional activities by the company. A total of 60 dealers have been surveyed for collecting the data with the help of a structured questionnaire.

5.0 RESEARCH METHODOLOGY:

Research methodology describes how the research study was undertaken. This includes the specifications of source of data, research design, and method of data collection, the sampling method and the tools used.

SOURCE OF DATA

Primary data: The researcher collected both by direct survey from the dealers through questionnaire. The researcher used structured questionnaire.

Secondary data: Here the researcher collected secondary data from the company profile, industry profile and official web sites.

SAMPLE DESIGN:

Geographical area: The study is conducted in two districts Nalgonda and Khammam.

Period of coverage: The duration of project work is about 45 days

Population: Population for this research is set of dealers those who are dealing with SAGAR CEMENTS in Nalgonda and Khammam districts.

Sample units: The sampling units used by the researcher for this research, are those who are dealing SAGAR CEMEMTS.

Sample size: The number of samples collected by the researcher is 60 dealers

Sampling procedure / Sampling method: The sampling method used for this study is non-profitability convenience sampling, which is selected according to the easy and convenience of the researcher.

RESEARCH INSTRUMENT:

Research instrument used for data collecting is questionnaire. Questionnaire The questionnaire is prepared in a well-structured form so that it is easily understandable and answerable by everyone. The type of questions include in the questionnaire are open-ended questions, multiple choice questions and dichotomous questions.

6.0 LIMITATIONS OF THE STUDY:

Since the survey was done only in Nalgonda and Khammam Districts the result obtained may not be taken as universal suggestion. Quality of the information highly dependent on the knowledge of the respondents. The results may not be accurate because the survey is on SAGAR CEMENTS dealers and hence there is a possibility of bias in their responses.

7.0 STASTICAL TOOLS USED FOR ANALYSIS:

The researcher carries out analysis through various statistical tools. The statistical analysis is useful for drawing inference from the collected information.

Simple percentage analysis Bar diagrams Pie charts

8.0 REVIEW OF LITERATURE:

Marketing is a communication process that has the purpose of individuals or groups - that are directly or indirectly able to purchase - aware of products and services that may satisfy their existing or newly-identified needs and wants. Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services. The Chartered Institute of Marketing, which is the world's largest marketing body defines marketing as "The management process responsible for identifying, anticipating and satisfying customer requirements profitably." Dealer Any person who carries on business in purchasing, selling, supplying or distributing goods and also includes works contractor, company, Co-operative Society, Broker, Commission Agent, Auctioneer or any other mercantile Agent for the consideration of cash, commission and deferred payment. There are two types of dealer such as: 1) Registered dealer. 2) Casual dealer Wholesaler

A wholesaler buys goods in large quantities from their manufacturers or importers, and then sells smaller quantities to retailers, who in turn sell to the general public. Many shops are part of a chain: a number of similar shops with the same name selling the same products in different locations. The shops may be owned by one company, or there may be a franchising company that has franchising agreements with the shop owners.

Retailer A retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells individual items or small quantities to the general public or end user customers, usually in a shop, also called store. Retailers are at the end of the supply chain. Brand A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies Brand identity A product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.

INTRODUCTION:
Definition Individual or firm that buys goods from a producer or distributor for wholesale and/or retail reselling. Unlike a distributor, a dealer is a principal and not an agent.

The dealer came in to existence when communications were difficult with consumers and it is found necessary to have a point of distribution. The dealers help the manufactures by formulating the policy of manufacturers according to the demand and assist them in securing the markets for their goods. The dealers are also relieving the manufactures from the necessity of having sales organizations. The manufactures are not put to the task of collecting and securing orders and the numbers of accounts they have to open are smaller compared to dealing directly with the consumer. Dealer generally enters in to forward contracts for supply of goods with the results the manufactures do not accumulate heavy stocks. The dealers are being close touch with consumers so they are in position to advice the manufacturer by giving proper feedback about the customers requirements. The dealer occupies a very important specialized position. He not only assist to the manufacture that also acts as the link in the chain of distribution between the manufacturer and consumers for which purpose the dealer maintain efficient and comprehensive organization. The dealer can asses the public demand and see that marketable goods or manufacturer thus protecting the manufacture from wasteful and indiscriminate production as well as the consumer against goods which are neither satisfaction nor dissatisfaction of good value.

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DEALERS RELATIONS: Large manufacturers depends on dealer to sell their products, therefore good relations are most important to them , every manufactures thus wants to motivate his distribution channel to sell more of his own products. Here the manufacturer must realize that dealers are themselves business men and must be viewed as beings rather than mechanical entities for flow of his products customers and human

The dealer interested in maximizing their profits thus good dealer relations can be promoted if the manner is fair to his dealers in his behavior for example- salesmen of some manufactures dump products on dealers through aggressive selling. Thereafter, the dealer finds stocks are laying at heavy on his hands and he cannot sell those products by adequately. Advertising products in the area concern the manufacturer should provide his dealers with promotional literature; he should correspond them as frequently as necessary to show that the manufacturer is there to help the dealers to sell all and thus makes profit for themselves. He may offer adequate trade discount, provided display facilitate and even arrange contests among the dealers to motivate them towards better results. The

manufacture should realize that the company dealers are more important assets. If they are assisted with promotional help. They will appreciate effort and would be more in demand to support the company campaigns in advertising

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DEALER SATISFACTION Satisfaction in level of persons felt state resulting from companys products perceives performance in relational to the persons expectations. Satisfaction is a function of the difference between the perceived performance and expectations. Company seeks to win in todays market. The must track their declares expectations, perceive company performance and dealers satisfaction

While assessing the satisfaction level a company must not conclude that it can get full picture of dealer satisfaction and dissatisfaction by simply running complaints and suggestions. As some times dealers may feel that their complaints are minor or that they will be made to feel stupid , or that normally will be offered the results is that the company has need Lesley lost dealers Therefore companies instead of using complaints level as measure of dealers satisfaction, obtaining a direct measure of dealer satisfaction of conducting periodic survey would provide more appropriate measures. The questionnaire can be made to a random sample of their recent customers to find out how they fell about various aspects of the companys performance. They can also solicit dealers view on the competitors performance.

The respondents can be asked to list out problems they have, had with the offer and to list out improvements they could suggest companies would also ask the respondents to rate various elements of the offer in terms of the importance of each element and how well the company has performed

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Exclusive dealers needed to bring dealers satisfaction. Many dealers like to develop exclusive channels for their products. The strategy in which the producer allows only certain concepts to carry its products is called exclusive design when the producer requires that these dealers should not handle expeditor products its strategy is called exclusive dealing, both parties benefits from exclusive arrangements.

Exclusive territories should be provided to bring dealers satisfaction. An exclusive dealer often includes exclusive territorial agreements. The producer may agree not to sell to others in the area or the buyer may agree in the given area or the buyer may agree to buy only in their territory. Keeping in mind about the concept and researcher has taken up a comprehensive study on the dealers throw more light on the research topic chosen. satisfaction on cements in order to

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INDUSTRY PROFILE
India is the world's second largest producer of cement after China, with cement companies adding nearly eight million tonnes (MT) capacity in April 2009, taking the total installed capacity to 219 MT and despatch of 16.65 million tonnes during April 2009. A few of the leading manufacturers are the UltraTech/Grasim combine, Dalmia Cements, India Cements, Holcim etc. The cement industry may add 40-45 MT of capacity this fiscal, a 21 per cent increase over the installed capacity at 212 MT in 2008-09.

With the boost given by the government to various infrastructure projects, road networks and housing facilities, growth in the cement consumption is anticipated in the coming years. Another 50 MT capacity is likely to be added this year, according to industry sources.With almost total capacity utilisation levels in the industry, cement despatches have maintained a 10 per cent growth rate. Total despatches grew to 170 MT during 2007 08 as against 155 MT in 200607.

Moreover, cement despatches were 18.12 MT in March 2009, showing a growth of 10.35 per cent as compared to 16.42 MT in March 2008. During March 2009, cement production was 18.10 MT, registering a growth of 10.43 per cent as compared to 16.39 MT in March 2008.Despite concerns of slowdown, led by a change in economic scenario along with excess supply pressure; the cement industry has ended FY 2008-09 on a strong note.

According to experts, the fourth quarter of the current financial year 2009 will report a 2-3 per cent growth in margins due to rise in prices and 10-12 per cent year-onyear growth in sales due to sudden increase in demand this quarter.

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Technological change

Continuous technological upgrading and assimilation of latest technology has been going on in the cement industry. Presently, 93 per cent of the total capacity in the industry is based on modern and environment-friendly dry process technology and only 7 per cent of the capacity is based on old wet and semi-dry process technology. There is tremendous scope for waste heat recovery in cement plants and thereby reduction in emission level.

New Investments

Shree Cements will invest almost US$ 244.12 million this year, of which half will be invested towards setting up two grinding units at Rajasthan and Uttarakhand to augment its capacity. The other half will be towards the two power plants in Bangur.

ACC Ltd will spend US$ 575 million on capacity expansion in 2009 and 2010. ACC is expanding capacity by a third to 30 MT by 2010.

Binani Cement has signed a memorandum of understanding with the Gujarat government to set up a 2.5 MTPA greenfield cement plant in Gujarat at a cost of US$ 169.40 million. Binani Cement has also initiated talks with a few foreign institutional investors (FIIs) to raise US$ 307.99 million for its new projects.

Bheema Cements Ltd is planning to invest US$ 116.42 million in setting up a new manufacturing line of 1.5 MT capacity at its plant in Andhra Pradesh.

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Mergers and Acquistions (M&As)

A growing and robust economy was noteworthy in terms of the total number of mergers and acquisitions (M&A) in India 2007, with the cement sector contributing to 7 per cent to the total deal value.

Holcim strengthened its position in India by increasing its holding in Ambuja Cement from 22 per cent to 56 per cent through various open market transactions with an open offer for a total investment of US$ 1.8 billion. Moreover, it also increased its stake in ACC Cement with US$ 486 million, being the single largest acquirer in the cement sector.

Leading foreign funds like Fidelity, ABN Amro, HSBC, Nomura Asset Management Fund and Emerging Market Fund have together bought around 7.5 per cent in India's third-largest cement firm, India Cements (ICL), for US$ 124.91 million.

Cimpor, the Portugese cement maker, paid US$ 68.10 million for Grasim Industries' 53.63 per cent stake in Shree Digvijay Cement.

CRH Plc, the world's second biggest maker and distributor of building materials, acquired a 50 per cent stake in My Home Industries Ltd for almost US$ 372.64 million.

Vicat SA, a French cement maker acquired a 6.67 per cent stake in Hyderabadbased Sagar Cement for US$ 14.35 million.

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CEMENT INDUSTRY & SERVICES

An Overview
The cement industry is experiencing a boom on account of the overall growth of the Indian economy. The demand for cement, being a derived demand, depends primarily on the industrial activity, real estate business, construction activity, and investment in the infrastructure sector. India is experiencing growth on all these fronts and hence the cement market is flourishing like never before. Indian cement industry is globally competitive because the industry has witnessed healthy trends such as cost control and continuous technology upgradation. Global rating agency, Fitch Ratings, has commented that cement demand in India is expected to grow at 10% annually in the medium term buoyed by housing, infrastructure and corporate capital expenditures.

The Indian cement industry is the second largest producer of quality cement, which meets global standards. The cement industry comprises 130 large cement plants and more than 300 mini cement plants.The industry's capacity at the beginning of the year 2008-09 was 198.30 million tonnes.

Cement production during April to October 2008-09 was 101.04 million tonnes as compared to 95.05 million tonnes during the same period for the year 2007-08.Despatches were 100.24 million tonnes during April to October 2008-09 whereas 94.33 million tonnes during the same period for the year 2007-08.During April-October 2008-09, cement export was 1.46 million tonnes as compared to 2.16 million tonnes during the same period for the year 2007-08.

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Technological Advancements
Modernization and technology up-gradation is a continous process for any growing industry and is equally true for the cement industry. At present, the quality of cement and building materials produced in India meets international standards and benchmarks and can compete in international markets. The productivity parameters are now nearing the theoretical bests and alternate means. Substantial technological improvements have been brought about and today, the industry can legitimately be proud of its state-of-the-art technology and processes incorporated in most of its cement plants. This technology up gradation is resulting in increased capacity, reduction in cost of production of cement.

Major Players The major players in the cement sector are:

Ultratech Cement Century Cements Madras Cements ACC Gujarat Ambuja Cement Limited Grasim Industries India Cements Limited Jaiprakash Associates and JK Cements. Holcim Lafarge Heidelberg Cemex Italcementi
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COMPANY PROFILE
The organization Sagar Cements Industries Limited is a fast growing Indian industrial group with its corporate head office at Hyderabad and works at Mattampally, Nalgonda district, located within 35 km from the National Highway No 9 connecting Vijayawada-Hyderabad in Andhra Pradesh. Sagar Cements Industries is a public limited company, which is incorporated 1981 15th January at Andhra Pradesh. The main object of the Company is to manufacture ordinary Portland cement. The Company's cement is marketed under the brand name Priya Cement The Company was promoted by Mr. Muni Krishna, Mr. J. Rama Rao and Mr. Butchaiah. The Company obtained a mining lease from the Andhra Pradesh Government for mining limestone over a 1,200 acre area in village peddaveedu, Nalgonda district. In 1984: 5,100 Shares subscribed for by the signatories to the Memorandum & Articles of Association. 7,54,800 shares reserved and allotted to promoters, etc., and 4,20,000 shares reserved and allotted to APIDC. 1,40,000 shares reserved and allotted to the

promoters,P.N. Krishna and J. Rama Rao which were subscribed with the assistances given from Risk Capital Foundation. 15,30,000 shares offered at par for public subscription during September-October. In 1986: The Government permitted the Company to enhance its licensed capacity to 99,000 tonnes per annum, and accordingly the industrial licence was re-endorsed to permit maximum utilization of installed capacity. The Company installed some balancing

equipments and machinery with a view to economise and also to improve efficiency.

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In 1987: One D.G. set was installed to supplement the available power. In 1989: Two more D.G. sets were installed and commissioned in May to maintain the production at optimum level. The Company undertook another expansion scheme to enhance the production

capacity to 600 tonnes of clinker and 400 tonnes of cement per day. It was proposed to set up a new grinding unit at Salur in Andhra Pradesh with an

installed capacity of 600 tonnes of slag cement. An agreement was entered with Visakhapatnam Steel In 1990 Necessary land was acquired and orders were placed for core There is no doubt that it is the cement that brought the revolution in the constructions industry by converting the conventional construction methods into the most and fast bonding, assuring longevity. As its contribution to the fast developing modern India, Sagar Group, Sagar Cements has been playing the major role since 20 years by providing the cement that speaks for itself. Now, with the help of most sophisticated technology and the trusted consumers, our product range is spreading its horizons that declare our operations have grown to be among the largest in India. Since we believe progress is a continuous process, we are committed to become more aggressive and to be called as The Preferred Cement Supplier of India. This progress includes but not limited to high levels of assurance to our customers, greater financial performance for suppliers and prosperous future to our staff that can help us to play an even larger role in the community. Plant to supply the required slag to the unit.

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Location of pl The first mini plant is located at Mattampally, Nalgonda district, located within 35 km from the National Highway No 9 connecting Vijayawada-Hyderabad. Location of the plant at Mattampally village has the following advantages. Cheap availability of the required land. Abundant water resources. Proximity of market. Availability of financial subsidiary. Plant is near to headquarter. Well-connected road transport. Availability of labour. Salient features of SAGAR CEMENT High strength and great durability. A very susceptible saving cost up to 20 - 25% due to low setting Time. Superiority quality of cement resulting in a better over all finish. Stronger bonding with aggregates.

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SAGAR CEMENT industries limited - quality policy:

To provide customer satisfaction through Total Quality. Develop a strong quality culture at all skill top stay in the front line. Continues upgrade technology and skill top stay in the front line. Strive to maintain the environment clear.

Objectives of the company: The customer satisfaction should me attained by maintaining good quality.

Types of products produced:

Ordinary Portland Cement: 53 grade Ordinary Portland Cement: 43 grade SRC IRS T-40 Super grade Portland Pozzolona Cement

Portland Slag Cement

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SAGAR CEMENTS Network:

Dealers

The network of our dealers has been ensuring the fast and easy reach with speedy feedback. The wide network of our dealers even more ensures that not even a single remote area is left. Further, We take pleasure to appreciate our most trusted dealers who are helping us to utilize the full capacity of our plants.

Community Care

We our self and our business is part of the society we do believe in caring the community. As its efforts, Sagar Cements Limited is actively taking part in developing the community that needs a helping hand. Let it be laying the good roads or erecting a building for educational purpose, Sagar Cements Limited was there to support the efforts. From local voluntary organizations to nationwide relief fund organizations, the company has contributed to its level best.

PROMOTING INTEREST OF THE COMPANY

Directors and Senior Management Team owe a duty to the company to promote its legitimate interests when the opportunity to do so arises. They should not use company's property, information or position for personal gains. All Directors and Senior Management Team of the company must strive to perform their best at all times.

HEALTH, SAFETY, ENVIRONMENT AND SOCIAL RESPONSIBILITY 23

SAGER CEMENTS LIMITED shall strive to provide a safe and healthy working environment and comply with all regulations regarding the preservation of the environment in and around its manufacturing facilities and other points of operations. The companies is committed to efficient use of natural resources and minimize any hazardous impact of the development, production, use and disposal of any of its products and services on the ecological environment.

DEALER SATISFACTION IN SAGAR CEMENTS

Dealer satisfaction is a key ingredient to the success of any business. It is the most important factor that creates repeated customers. If a dealer is satisfies with one of your products or services, chances are this dealer will purchase more of your products or services, which will increase your company revenue. Therefore, in order to have your new or existing Dealer buy more from you, company should follow techniques to satisfy Dealers. Dealer satisfaction takes a very important place in Marketing

As much as company thinks about its marketing strategies should help in generating sales, think about how the same marketing strategies could help in achieving Dealer satisfaction. There are a lot of elements involved with Dealer satisfaction.

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The elements which are practicing in sagar cements to satisfy dealers are Discounts Quantity turnover discounts Immediate transportation Gifts Discounts

Are reductions to a basic price of goods or services .They can occur anywhere in the distribution channel. Sagar cement providing 3/- to 5/- as discounts per cement bag

Quantity turnover discounts

Are incentives for dealers based on the volume of business they sold in particular specified period.

Immediate transportation Transportation is the movement of people and goods from one location to another. Transport is performed by various modes, such as rail, road. Company providing high speed of transportation to deliver stock to meet in time supply to consumers from dealers Gifts A gift or a present is the transfer of something, without the need for compensation that is involved in trade. A gift is a voluntary act which does not require anything in return. Even though it involves possibly a social expectation of reciprocity, or a return in the form of prestige or power.Company offering gold as gift those who make high volume of business

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1. Experience in dealership: a) 1-3 Years c) 8-10 Years b) 4-7 Years d) Above 10 Years

TABLE: S.No 1. 2. 3. 4. Criteria 1-3 years 4-7 years 8-10 years Above 10 years Total No. of respondents 06 20 38 16 80 % of respondents 7% 25% 47% 20% 100

GRAPH:

Response
50% 40% 30% 20% 10% 0% 1-3 years 4-7 years 8-10 years Above 10 years % of respondents

INTERPRETATION: Of about 80 dealers 20% are having above ten years experience and 47% are in the business of about 8-10 years. The other 25% have 4-7 years of experience and the rest 7% of the dealers have 1-3 years experience.

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2. How long you are dealing with SAGAR CEMENTS

a) 1-3 Years c) 8-10 Years

b) 4-7 Years d) Above 10 Years

TABLE: S.No 1. 2. 3. 4. Criteria 1-3 years 4-7 years 8-10 years Above 10 years Total No. of respondents 15 25 32 08 80 % of respondents 19% 31% 40% 10% 100

GRAPH:

Response
50% 40% 30% 20% 10% 0% 1-3 years 4-7 years 8-10 years Above 10 years % of respondents

INTERPRETATION: This table shows the experience of the dealers in dealing with sagar cements. Most of the dealers, who have experience in their dealership, have the experience in dealing with sagar cements. 10% of the dealers have sagar cements dealership for above ten years. 8-10 years experienced dealers are up to 40% and 31% have 4-7 years experienced and the rest 19% have up to 3 years experience.

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3. What is percentage of SAGAR CEMENTS volume in your total business? a) 24% or less c) 50% - 74% b) 25% - 49% d) 75% or above

TABLE: S.No 1. 2. 3. 4. Criteria 24% or less 25%-49% 50%-74% Above 75% Total No. of respondents 25 36 16 03 80 % of respondents 31% 45% 20% 04% 100

GRAPH:

Response
50% 40% 30% 20% 10% 0% 24% or less 25%-49% 50%-74% Above 75% % of respondents

INTERPRETATION:

Of about 80 dealers 04% of dealers are having above 75%, 20% of dealers are having 50%-74%, 45% of dealers are having 25%-49% and remaining 31% of dealers are having 24% or less volume in there total business with sagar cements respectively.

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4. Which factors motivated you in choosing SAGAR CEMENTS dealership? a) Promotional scheme c) Company profile e) Demand b) Quality d) Discount

TABLE:

S.No 1. 2. 3. 4. 5.

Criteria Promotions Quality Company image Discount Demand Total

No. of respondents 12 20 03 38 17 80

% of respondents 15% 25% 4% 47% 21% 100

GRAPH:

Response
50% 40% 30% 20% 10% 0%

% of respondents

INTERPRETATION:

About 25% of the dealers are dealing with sagar cements for its quality, 21% for demand, 47% for Discount, 15% of dealers are dealing for promotional activities and remaining 4% are dealing by seeing company profile.

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5. Are you dealing with any other cement? a) Yes TABLE: b) No

S.No 1. 2.

Criteria YES NO Total

No. of respondents 62 18 80

% of respondents 77% 23% 100

GRAPH:

Response
NO 23%

YES 77%

INTERPRETATION: About 77% of the dealers are dealing with other companies and 23% deal only sagar cements.

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6. Which of the following is the fastest moving grade in SAGAR CEMENTS? a) OPC 53 c) PPC e) PSC TABLE: S.No 1. 2. 3. 4. 5. Grades OPC 53 OPC 43 PPC IRS T-40 SUPER PSC Total No. of respondents 35 17 19 05 04 80 % of respondents 44% 22% 23% 06% 05% 100 b) OPC 43 d) IRS T-40 Super

GRAPH:

Response
50% 40% 30% 20% 10% 0% OPC 53 OPC 43 PPC IRS T-40 SUPER PSC % of respondents

INTERPRETATION:

About 44% of dealers are saying that OPC53 is the fastest moving brand in the market, 23% of dealers goes with PPC, 22% of dealers goes with OPC 43, 06% 05% of dealers goes with IRS T-40,PSC grades respectively.

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7. Which brand is considered to be the toughest competition for SAGAR CEMENTS? a) RASSI b) KCP d) DECCAN e) BHEEMA TABLE: S.No 1. 2. 3. 4. 5. 6. Competitors RASSI KCP KAKATHIYA DECCAN BHEEMA AMBUJA Total GRAPH: No. of respondents 03 21 30 08 02 16 80 % of respondents 4% 26% 38% 10% 02% 20% 100 c) KAKATHIYA f) AMBUJA

Response
40% 35% 30% 25% 20% 15% 10% 5% 0%

% of respondents

INTERPRETATION: The toughest competition for SAGAR CEMENTS is found to be Kakathiya cements. About 38% of the dealers are saying that Kakathiya cements is the toughest competitor,26% is for KCP ,20% for Ambuja,10% is for deccan,04% is for Rassi,02% is for Bheema cements

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8. Which promotional activity of SAGAR CEMENTS is having major influence in you? a) Discount b) Gift c) Prize d) Offers TABLE: S.No 1. 2. 3. 4. Promotions Discounts Gifts Prizes Offers Total No. of respondents 34 16 21 09 80 % of respondents 43% 20% 26% 11% 100

GRAPH:

Response
50% 40% 30% 20% 10% 0% Discounts Gifts Prizes Offers % of respondents

INTERPRETATION:

Most of the dealers are influenced by the discount offering to s them. Hence the 43% of the dealers are influenced by Discounts,26% are influenced by Prizes, 20% are influenced by Gifts, 11% are influenced by Offers provided by sagar cements.

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9. Which of the following media advertising are consider to be more effective a) Print media c) Radio TABLE: S.No 1. 2. 3. 4. Modes Print media Electronic media Radio Outdoor adds Total No. of respondents 18 25 13 24 80 % of respondents 22% 32% 16% 30% 100 b) Electronic media d) Out door Advertisement

GRAPH:

Response
35% 30% 25% 20% 15% 10% 5% 0% Print media Electronic media Radio Outdoor adds

% of respondents

INTERPRETATION:

Most of the dealers says that Electronic media, Outdoor advertisement is the effective media, About 32% of dealers says that Electronic media is more effective,30% of dealers goes with Outdoor advertisement,22% of dealers goes with print media and remaining 16% for Radio.

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10. Rate the promotional activities taken up by SAGAR CEMENTS a) Very good c) Satisfactory TABLE: b) Good d) poor

S.No 1. 2. 3. 4.

Promotional Activities Very good Good Satisfactory Poor Total

No. of respondents 19 31 25 05 80

% of respondents 24% 25% 31% 06% 100

GRAPH:

Poor 7%

Response

Satisfactory 36%

Very good 28% Good 29%

INTERPRETATION: The promotion activities carried out by sagar cements is found to be satisfactory. About 31% of the dealers satisfied and 25% of the dealers found is good. 06% dealers are dissatisfied and the rest 06% of the dealers are reporting poor. The promotion activities are can be still improved according their opinion.

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11. Do you think price of SAGAR CEMENTS is same compared to other brands? a) Yes TABLE: b) No

S.No 1. 2.

Criteria Yes No Total

No. of respondents 39 41 80

% of respondents 49% 51% 100

GRAPH:

Response
YES 49%

NO 51%

INTERPRETATION:

Of about 80 dealers,49% of dealers are saying that sagar cement price is same and remaining 51% of dealers said that price of other brands differs from sagar cement.

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12. Rate the quality of SAGAR CEMENTS a) Very good c) Satisfactory TABLE: b) Good d) poor

S.No 1. 2. 3. 4.

Criteria Very good Good Satisfactory Poor Total

No. of respondents 27 32 19 02 80

% of respondents 34% 40% 24% 02% 100

GRAPH:

Poor 2%

Response

Satisfactory 24% Very good 34%

Good 40%

INTERPRETATION:

About 34% of the dealers rated very good toward the quality of sagar cements,40% of dealers rated good,24% of dealers rated satisfied and remaining 02% rated poor toward quality of sagar cements.

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13. Rate the quality of SAGAR CEMENTS with reference to the price a) Very good c) Satisfactory TABLE: S.No 1. 2. 3. 4. Criteria Very good Good Satisfactory Poor Total No. of respondents 25 31 18 06 80 % of respondents 31% 39% 22% 08% 100 b) Good d) poor

GRAPH:

Poor 8%

Response

Satisfactory 22%

Very good 31%

Good 39%

INTERPRETATION: About 39% of the dealers rated good toward the quality of SAGAR CEMENTS with reference to the price, 31% of dealers rated very good, 22% of dealers rated satisfactory and the remaining 08% of dealers rated poor toward the quality of SAGAR CEMENTS with reference to the price.

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14. Whether the expected quantity of SAGAR CEMENTS is supplied to you in time? a) Yes TABLE: S.No 1. 2. Criteria YES NO Total GRAPH: No. of respondents 54 26 80 % of respondents 68% 32% 100 b) No

Response

NO 32%

YES 68%

INTERPRETATION: Of about 80 dealers,68% of dealers are satisfied with the supply of sagar cements with in time and remaining 32% are dissatisfied.

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15. What do you feel about the employees dealing with you in SAGAR CEMENTS? a) Highly satisfied c) Average TABLE: S.No 1. 2. 3. 4. Criteria Highly satisfied Satisfied Average Dissatisfied Total No. of respondents 03 30 21 08 80 % of respondents 4% 38% 26% 10% 100 b) Satisfied d) Dissatisfied

GRAPH:

Response
40% 35% 30% 25% 20% 15% 10% 5% 0% Highly satisfied Satisfied Average Dissatisfied

% of respondents

INTERPRETATION:

About 38%of the dealers feel average toward the employee dealing with them in the company,26% are just satisfied,4% are highly satisfied and remaining 10% are dissatisfied with the employees in the company.

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16. What form of support you need from SAGAR CEMENTS? a) Promotional scheme c) In time delivery TABLE: S.No 1. 2. 3. 4. Criteria Promotional schemes Sales follow up In time delivery Credit facilities Total No. of respondents 29 12 23 16 80 % of respondents 36% 15% 29% 20% 100 b) Sales follow up d) Credit facilities

GRAPH:

Response
40% 30% 20% 10% 0% Promotional Sales follow schemes up In time delivery Credit facilities % of respondents

INTERPRETATION:

Most of the dealers want the support of promotional activities, about 36% of dealers want the support of promotional activities, 29% of dealers wants the support of In time delivery, 20% of dealers wants the support of credit facilities, and remaining 20% of dealers wants the support of sales follows.

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17. What is the overall rating you give to SAGAR CEMENTS? a) Very good c) Satisfactory TABLE: b) Good d) poor

S.No 1. 2. 3. 4.

Criteria Very good Good Satisfactory Poor Total

No. of respondents 24 33 19 04 80

% of respondents 30% 41% 24% 05% 100

GRAPH:

Poor 5%

Response
Very good 30% Satisfactory 24% Good 41%

INTERPRETATION:

About 41% of the dealers rate good toward the employee dealing with them in the company, 26% are just satisfied, 4% are highly satisfied and remaining 10% are dissatisfied with the employees in the company.

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18. Do you recommend SAGAR CEMENTS to your customers? a) Yes TABLE: S.No 1. 2. Criteria YES NO Total No. of respondents 76 04 80 % of respondents 95% 05% 100 b) No

GRAPH:

Response
NO 5%

YES 95%

INTERPRETATION: About 95% of dealers recommend to their customers about sagar cements and remaining 5% of dealers do not recommend sagar cements to their customers.

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19. Do you have any complaints about SAGAR CEMENTS? a) Yes TABLE: S.No 1. 2. Criteria YES NO Total No. of respondents 23 57 80 % of respondents 29% 71% 100 b) No

GRAPH:

Response
YES 29%

NO 71%

INTERPRETATION: About 71% of dealers are not having any complaints with sagar cements and remaining 29% or dealers are having some complaints with sagar cements.

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20. Do you have any suggestions to improve the packing, promotional activities, Quality, price of SAGAR CEMENTS? a) Yes TABLE: b) No

S.No 1. 2.

Criteria YES NO Total

No. of respondents 36 44 80

% of respondents 45% 55% 100

GRAPH:

Response

NO 55%

YES 45%

INTERPRETATION:

About 45% of the dealers have suggestions to improve their packing. Their suggestions are wider about promotional activities, gifts, special offers, in time delivery of cement bags. The rest 55% of the dealers are satisfied with what they are offering in sagar cements.

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Findings:

Most of the dealers have 8-10 years of experience in dealership among that they are dealing with sagar cements in between 4-7 years.

The total volume of sagar cements in dealers total business is between 25%-49%.

The major promotional factor influenced the dealers to choose sagar cements dealership are Discounts.

The fastest moving grade in sagar cements is Ordinary Portland Cement 53.

Most of the dealers also deal with other brands to satisfy the need of various customers.

According to dealers outdoor advertisement and electronic media are consider to be more effective to promote sagar cements.

The major support required to dealers are Promotional schemes and in time delivery.

At overall, most of the dealers rated sagar cements as Good.

Suggestions:
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 Dealers should be encouraged through arranging special meetings.

Most of the dealers suggested for non-sticky cement packing.

Promotional activities should be improved like discounts, gifts, prizes etc.

As media impact is more, so company should go for more advertisements in mass media and out door advertisements to promote their brand.

Employees of sagar cements should deal gently towards dealers as they are direct customer to company.

In time delivery should be improved.

Improve awarding the dealers who make the highest turnover yearly

Regular feedback should be improved.

CONCLUSIONS

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SAGAR CEMENTS is one of the fast moving brands in Andhra Pradesh. The company is holding a good market share which is the result of efforts made by the company management and the executives.

From the market survey we can conclude that:

Supply and quality factors are fetching to the movement of brand.

The company is having a good dealer network and it is maintaining good relations with them i.e., the service rate of the company is good.

The price of Sagar cement is matching with the quality of the cement

With the ideal promotional strategies and increasing the satisfactory level of the dealers the company can glow and become a market leader in the future.

By using different concepts of advertisement in media they attaining the concentration of customers.

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