Brand and its impact on buying behaviour for cement in India

The present paper is an attempt to understand whether brand plays any role in buying behaviour for cement in India. For the purpose of study Kolkota is taken as research area. Through this paper we have included the view of masons, contractors, architects, and retailers and also individual house builders’ perception have been considered. In overall 312 questionnaires were distributed and finally 207 responses received. For reaching more and more audience likert scale is being used. The result shows that most of the respondents strongly feel that brand plays an important role for the purchase of cement in the research area. The brand of a particular cement cannot be ignored by the vendors while dealing with the ultimate consumers.