000			02084nam a2200217 4500
999			_c51097 _d51097
003			OSt
005			20190327121043.0
008			190327b ||||| |||| 00| 0 eng d
100			_aShyam Prasad,,S. _933387
245			_aAn Exploratory Study of Positioning of Cement Brands in Rajasthan
300			_a52-60 p.
520			_aThis study was undertaken during April - July 2018 in order to understand the brand positioning of cement brands and consumer behaviour in buying cement in Rajasthan, India. The present literature has very few papers on the topic of cement brands. From an initial set of 15 brands, a set of nine brands were chosen for analysis after an exploratory survey. The brands selected for analysis were Ambuja, UltraTech, Shree, JK, Binani, Nirmax, Wonder, Birla, and Coromandel cement brands. The multidimensional scaling (MDS) technique was used to plot a two-dimensional brand positioning graph using R. Besides positioning, this study also identified factors that are most influential in determining the choice of the cement brand selected by customers. The perceptual map showed three clear groups. Ambuja and UltraTech cement brands, which formed a group were preferred for major projects by engineers ; Wonder, Coromandel, and Binani cement brands formed another group ; and the rest of the brands clustered into a third group. JK brand appeared to be an outlier. This study also found that quality and brand reputation were the most influential factors in determining the brand choice. Price was a close third. We hope these findings would help both the manufacturers and the wholesalers with better consumer understanding to meet their expectations effectively.
653			_aMultidimensional Scaling,
653			_aCement Brands,
653			_aPositioning,
653			_aConsumer Behaviour
700			_aRathore, Vishwajeet Singh _933388
700			_aKathawala, Aslam Ahmed _933389
773	0		_030302 _974112 _aGILANI, MEENAKSHI _dINDIAN JOURNAL OF MARKETING 2012 NEW DELHI _o55510016 _tINDIAN JOURNAL OF MARKETING
942			_2ddc _cJA-ARTICLE