A STUDY ON BRAND IMAGE OF PENNA
CEMENT WITH SPECIAL REFERENCE OF HYDERABAD AND SECUNDRABAD
Cement like steel, is one of the basic material for the technical development of the country. It’s consumption is universally recognized as an index of the economic development of a country.
Cement industry in India is nearly eight decades old, the first cement plant having been commissioned in 1914 at Borbhandar (Gujarat). The cement industry’s growth has been slow and uneven mainly on account of the statutory price and distribution control forever forty year consequently. The targets of capacity and production fixed under successive five – year plans did not fully materialized. This trend was reversed in 1977 and climate of accelerated growth set in with the announcement of a formula new investment based on 12 % post tax return. The policy of partial decontrol announced in 1982 gave further boost to the cement industry.
- Ø To study about Brand awareness of PENNA cement in twin cities.
- Ø To find out the preferences of dealers, mansions end users and builders in choosing a brand.
- Ø To study the factors influencing the sales at cement.
SCOPE OF THE STUDY:
Brand image as set by the associations linked to the brand that consumers hold in memory. Positive brand image is associated with consumer. Loyalty consumer beliefs about positive brand value and a willingness to search for the brand. Positive brand image helps the consumer to be favorably inclined toward the future brand promotions and to resist competitors marketing activities.
- Ø Due to time constraints the sample size in restricted 300.
- Ø The Response of some consumers was not accurate.
DATA SOURCES :
Primary data directly collected from the dealers. Masons, builders, and end users in twin cities.
Secondary data is collected from company profile and company magazine.
Research Design : Descriptive
Research Approach : Survey method
Research Instruments : Structured questionnaire
Contact Method : Direct contact
A particular number at respondents are selected from the universe at the target customer’s and data is collected from those respondents.
The sample size for the study is 300.
It was decided to collect sample by method of convenience sampling representing various age groups occupations and level at income.
To test for the statistical of difference observer two equivalent set of categories and that result from yield survey.
SWOT ANALYSIS: (STRENGTHS, WEAKNESS, OPPORTUNITIES,
It is an important element in the strategic management process. That state of decisional and actions which leads to the development of an effective strategy or strategies to help achieve corporate objectives, if is also formed of the determination of an enterprise and adoption of courses at action and allocation of resources necessary to carry out these golf.
This the project work will be carried out with the help of above technical and the objectives of the study shall be fulfilled with the above said techniques and with the availability of 140 samples we can equity generalize the market share in various aspects and there in we can put forward the brand image of PENNA cement.