INTRODUCTION

Cement finds its use in various construction activities like building, dams, bridges,
Colonies, railway sleepers, aerodromes etc., Different grades of cement are being use in
different kinds of work depending on the strength and load - bearings requirements.
However in all colonial housing construction activities, it is the 43 and 53 grades of cement that
are in prevalent use in the society, at large.

For various reasons, particularly population explosion and urge on the part of major
chunk of the population to build their own houses, however small may be, within the budget
constraints and also because of the housing loan schemes as offered by banks, both
nationalized and private and other co-operative societies and other cooperation etc. The 43 &
53 grade cement market is fast expanding and managerial skills are supporting its growth. But
the branded cements are in developing stage.

Though there were only a few players in the cement market in sixties and seventies, of
late the competition, with so many players more or less the same quality of cement, at least in
the eyes of the individual and at more or less the same price.

What makes a particular brand click and what makes a particular brand a flop is the
subject of this project and the purpose of this survey meant elicit the perceptions of individual
and their preferences which have a substantial bearing on the sales turn over of any brand
cement.

The present study is descriptive in character all the information gathered from primary sources
and secondary sources. Because of time constrain, the entire population of audience could not
be covered and hence a stratified random sampling was restored to in lien of census.

Though every care was taken to eliminate bias, both on the part of the interviewer and
the respondents, an element of the bias, to some extent might have crept in the tendency on
the part of humans to behave artificially particularly when observed cant by passed
altogether. However, there was the enthusiasm on the part of the surveyor as a business Study
and a lot of encouragement was forth coming of the executive circles spread across a spectrum
of cement industries.

Based on the survey, an analysis, comprising graphical and statistical tools was make
and consequently the research has arrived at various findings and conclusions and based on
these, a list of recommendations were made to the ZUARI CEMENT in view of the cut throat
competition and the predicament of the dealers while selecting a brand of cement.

NEED FOR THE STUDY

In the current scenario, there is heavy competition in the cement industry. Zuari cement
is one of the major companies in the cement industry facing cut-throat competition. Unless we

tell them, we cant sell them, which means that people will not buy products until they
become aware.

A STUDY ON COMPETITION ANALYSIS DONE FOR ZUARI CEMENTS will help in

studying the awareness of zuari cement in the market when comparing to other brands, which
enables to analyze sales of the company in the view of competition. A careful and thorough
study of the different factors enables the company to withstand to the changing situations of
the environment and suggests suitable strategies to the company.

OBJECTIVES

To find the main competitors of zuari cement.

To find the retailers Brand awareness on zuari cement when compare to other
brands.

To find the effect of advertisement by zuari cement on retailers.

To compare the Brand awareness of zuari cement with other brands.

To find the customers awareness on zuari cement with other brands.

To find out most selling brand in the market.

SCOPE OF THE STUDY

The project work A STUDY ON COMPETITION ANALYSIS DONE FOR ZUARI CEMENTS
with reference to zuari cements ltd in kadapa district, to find how the competition is going on
cement industry in kadapa district.

It is also intended to know the effect of advertisement on building awareness on zuari

cements.

This study also considers the comparisons of awareness of other cement brands with
zuari cement.

 This study also considers finding the major competitors for the zuari cement in kadapa
district.

LIMITATIONS

The study is conducted from retailers point of view.

The study is confined to kadapa district region only.

The biasing in the respondents view can be ignored.

The accuracy of the answers depends upon the mode and interests of respondents.

The study is limited to 8 weeks.

RESEARCH METHODOLOGY
RESEARCH DESIGN:
A research design is considered as the frame work or plan for a study. That guides as
well as helps in collection and analysis of data. A sound research is the basis of success of any
formal market research. The present study is descriptive type.
Nature of data:

The data collected for this study were mainly primary in nature. There are first hand
information which is retailers opinions, expectations and awareness to wards the help line.
Besides the secondary data were also collected from company brochures, journals and
websites.
Source of data:
Primary data collected from the target retailers in Kadapa district.
Secondary data were collected from company brochures, records and websites.
Methods of data collection:
The method adapted to elicit information from retailers in through a structured
questionnaire that contains closed, open ended questions. The reasons for choosing the
questionnaire method are primary due to qualitative nature of the study.
(1) primary data:
The primary data are that information which is collected afresh and for the
first time, and thus happen to be original in character. Primary data can be collected in
marketing research by three basic methods. Viz., survey, observations and experiments.
SURVEY METHOD:
Survey is the most commonly used method of primary data collection in
marketing research. This method is highly flexible. Survey research is the systematic
gathering of data from respondents through questionnaires. A questionnaire will contain a
list of questions to be answered in the survey.

(2) Secondary data:

The secondary data are those which have already been collected by some other
agency and which have already been processed. In this study researcher used the secondary
method for collecting details from the company records, magazines and other marketing
journals.
Survey:
Wide range of information about retailers opinions, exceptions and awareness were
gathered through survey from kadapa district with structured questionnaire.

SAMMPLE DESIGN:
Sample unit:
The sample units were the retailer of Cement Company.
Sample size:
The sample size is 100, in kadapa district.
Sample method:
A simple random sampling was adapted in Kadapa district.
STATISTICAL TOOLS USED:
For the purpose of analysis, Chi-square test, weight average method and percentage
method are used for calculations and the results were interpreted. This test was used to
minimize the error of the data collected. Graphs were used to represent the data for the better
and accurate interpretation of the results.
Simple tools are used for analysis purpose. They are as follows:

1. percentages analysis
2. weighted Average method
PERCENTAGES ANALYSIS
Percentages refer to a special kind of ratio in making comparison between two or more
data and to describe relationships between the data. Percentage can also be used to compare
the relative terms, the distribution of two or more series of data.

Percentage = No. of Respondents X 100

Total Respondents
WEIGHTED AVERAGE ANALYSIS
There are cases where the relative importance of the different items is not the
same. When, this is so, the researcher can use the weighted arithmetic mean. The weight
stands for the relative importance of the different items. The formula for computing weighted
arithmetic mean is:

Xw =WX / W

Where

-- Xw represents the weighted arithmetic mean

--X represents the variable values, i.e.,X1,X2,Xn.

--W represents the weights attached to variable values, i.e.

W1, W2Wn, respectively.

An important problem that arises while using weighted mean is regarding selection of
weights. Weights may be either actual or arbitrary. i.e., estimated. Needless to say, if actual
weights are available, nothing likes this. However, in the absence of weights, arbitrary or
imaginary weights may be used. The use of arbitrary weights may be lead to some error, but it
is better that no weights at all. In practice, it is found that if weights are logically assigned
keeping the phenomenon in view, the error involved will be so small that it can be easily over
looked.