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Cement Purchase Behaviour mapping

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Cement Purchase Behaviour mapping

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among commercial and Individual Home Builders segment in Southern India for an international cement brand The client wished to understand the profile and purchase behaviour of end users while buying cement and to identify the parameters which influence choice of a particular brand.

Feedback from professionals like contractors and chief masons was taken to understand their consumption norm, quality perception, brand loyalty and substitution pattern.

The current market of cement in terms of distribution structure, profile of trade channel partners, logistics, current satisfaction and perception about different brands of cement in the market was captured.

This study helped the client to understand consumer psyche and develop marketing strategy before entering Indian market to successfully establish their brand.

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