Brand and its impact on buying behavior for cement industry-A literature review

The present paper is an attempt to understand the various attributes that contributes the brand and its buying behavior of ultimate customers in case of cement industry in India. In this direction 43 papers reviewed and ultimately 16 papers have been included for the paper. The paper is completely based on secondary source only. The objective of the paper is to undertake intensive research on brand and impact on buying behavior for cement industry in India. We are sure through this paper we will able to provide a new direction for research in other relevant areas of cement industry in general.