EXECUTIVE SUMMARY:
This project is performed at ACC concrete ltd, Bangalore. The project focuses on studying the effect of brand image on ACC concrete mix. This project will show ACC concrete ltd an insight into the market and try to find the major factors expected by the consumer while purchasing concrete.
In this project descriptive research have been used and observe how brand image of ACC has influenced people to purchase concrete products from this company. Concrete is a mixer of aggregate, cement, sand, admixture and water. In present time customers prefer Ready Mix Concrete because it is easy, no need of storing raw materials and the strength of the concrete is higher and excellent. But there are many competitors in this concrete manufacturing
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Resource Sharing, Product Design such as mix design optimization
Optimizing cash flow - Ensuring the most effective tax application, Vendor management, barter trading
Joint procurement, Training and certification
Best Global Practices
Concrete produced and supplied as per BIS 4926 standards
Fully Accredited Holcim International Safety Standards applied in all operating facilities, including transportation
Full Induction training and ongoing assessments for all ACC staff and contractors
Full compliance of safety procedures by all employees and contractors
ACC operates in conjunction with a number of different government regulatory bodies as well as local communities to ensure operational success
ACC Concrete wide range of Products
• High Strength Concrete
• High Performance Concrete
• Self-leveling Concrete
• Self-compacting Concrete
• Coloured Concrete
• Concrete made with binary and ternary blends of
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Table No 5. Showing that do they think our product gets good word of publicity.
Sl. No Options No. of Respondents
1 Yes 45
2 No 20
3 Can’t say 35
Total 100
Inference:
According to the study 45 people have said that ACC products have good word of publicity, 20 people have said that ACC products do not have good word of publicity, and another 35 have said that they Can’t Say.
Graph 5.
Do you think our product gets good word of publicity. Interpretations:
According to the above graph 45% have positively told that the products of ACC have good word of publicity and another 20% have No and another 35% have said Can’t Say.
Table No 6 :
Showing that do our product align with the values and beliefs of the people
Sl. No Options No. of Respondents
1 Yes 32
2 No 24
3 Can’t say 44
Total 100
Inference:
According to the study 32 people have responded Yes that the product of ACC align with the values and beliefs of the people and another 24 have said No and 44 people have said that they can’t say.
Graph 6.
Do our product align with the values and beliefs of the people
The company has already participated in several shows to promote the product and obtained valuable feedback buyers, consumers, professionals and media.
According to Irmak, C., Block, L. G., & Fitzsimons, G. J Journal of Marketing Research, published in (2005), XLII (November)
Which marketing metrics did the CMAB use to evaluate their programs? Are there any others you feel they should focus on? Which do you feel are most important?
7.results—Examines the association's execution and change in its key business zones: customer fulfillment, money related and commercial center execution, workforce, item/benefit, and operational adequacy, and administration. The class moreover inspects however the association performs in respect to contenders.
Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms. Customer-base brand equity (CBBE) is a model that is being adopted by many organizations in order to build strong brands that can compete with the other ones in the market. The model outlines the four steps that should be followed in building a strong brand. The first step involves the establishment of appropriate brand identity, which includes enhancing customer awareness of the brand.
Richins, M. (2009, September 28). Negative Word of Mouth by Dissatisfied Consumers: A Pilot Story. American Marketing Association. Retrieved January 23, 2014, from http://onemvweb.com/sources/sources/Neg
Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R.T., Keiningham, T., Andreassen, T. W., Donthu, N., and Carl, W. (2013) 'Beyond traditional word-of-mouth', Journal of Service Management , 24(3 ), pp. 294-313 [Online]. Available at: www.emeraldinsight.com/1757-5818.htm (Accessed: 10 May 2014).
• Positive results in reinforcing brand essence, injecting energy, promoting newsworthiness and co temporizing the brand
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
Several factors affect consumers’ attitudes, actions and decisions. Public catch information from social networks, which is an important source of getting information and this, is also a very suitable source of information. People talk about their experiences with each other regarding a product or brand. This is how people get different kind of information about different brands and products. In marketing we call this thing electronic word of mouth. Word-of-mouth is evaluating or sharing experiences...
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.
The Association reflects the fact that products are used to express lifestyles whereas other Associations reflect social positions,. and professional roles. Still others will reflect Associations involving product applications, types of people who might use the product, Stores that carry the product or salespeople who handle the product or even the country of origin. (Keller, 1998) defines brand associations as informational nodes linked to the brand node in memory that contains the meaning of the brand for consumers. These associations include perceptions of brand quality and attitudes towards the brand. Keller and Aaker both appear to hypothesize that consumer perception of a brand are multi-dimensional, yet many of the dimensions they identify appear to be very similar. The image that a good or a service has in the mind of the consumer-how it is positioned is probably more important to its ultimate success than are its actual characteristics. According to (Aaker, 1991) there are at least nine brand