Brand Preference towards Cement Industry

Abstract

Cement is one of the important building component used worldwide and it has become a brand in its own right. Cement was first invented by the Egyptians. It was later reinvented by the Greeks and Romans sand and heated limestone were used to create lime, which was then mixed coarser stones to make mortar. The aim of the paper is to find out the factors influencing the buying behavior of consumer, awareness level of consumer, brand preference, problem faced by consumer and their satisfaction level. The study concludes the majority of consumer preferring the quality of the cement, Consumer satisfaction helps to increase brand equity. The major problem faced by the consumer is to find preferable brand of cement and its non availability of cement.