Determinants in Selecting Cement Brands

Abstract

Customers’ preferences for cement brands are influenced by various factors including price, quality, brand image, durability, and availability. However, the relative importance of these factors and their impact on customers’ purchasing decisions are not well-documented. The present study aims to identify the highly preferred cement brand in the study area and to reveal the factors influencing their preference. One hundred fifty respondents were selected to express their opinion by adopting convenience sampling technique it is non probability sampling. The data was analyzed using Simple percentage and Friedman Rank Test. Ramco is identified as highly preferred cement brand in Tiruppur district. Price was the most prioritized factor while Packing was the least factor influencing the preference for cement brands. By maintaining competitive pricing and the value proposition effectively, the companies can strengthen its market and sustain customer loyalty.