Rishabh Bharadwaj, Dr. Chinmayee J Bhatt


India is the second largest cement producer globally. The cement industry of  India accounts for an installed capacity of 144 million tonnes. The industry has seen rapid technological upgrade and a vibrant growth in the preceding 2 decades. A couple of plants are comparable across several aspects with the finest operational plants globally. The cement industry of India is highly energy-intensive. Its plants’ energy bill income is over 60% of cement manufacturing cost. Studying customers’ cement industry requirements, this research study is undertaken to analyze perceptions of real-estate builders, contractors and construction material traders pertaining to Birla White cement.


Cement, India, Birla white

Full Text:



[I] Baker, J., Parasuraman, A., Grewal, D., & Voss, G. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intention. Journal of Marketing, 120-141.

[II] Baumol, W., & Ide, E. (1956). Variety in Retailing. 93-101.

[III] Berman, B., & Evans, J. (1995). Retail Management. Prentice Hall.

[IV] Burke, R. (2005). Retail Shoppability: A measure of the World‟s Best stores in Future Retail Now. Retail Industry Leader’s Association, 206-219.

[V] Cant, M. (2010). Introduction to Retailing.

[VI] Ciavolino, E., & Dahlgaard, j. (2007). Customer satisfaction modeling and analysis: A case study. Journal of, 18, 545-554.

[VII] Ciavolino, E., & Dahlgaard, J. (2007). Customer satisfaction modeling and analysis: A case study. Journal of Total Quality Management, 18, 545-554.

[VIII] Cronin, J., & Taylor, S. (1992). Measuring Service Quality: A Re examination and Extension. Journal o f Marketing, 56, 55-68.

[IX] Dellaert, B., Arentze, T., Bierlaire, M., Borgers, A., & Timmermans, H. (1998). Investigating Customers Tendency to Combine Multiple Shopping Purposes and Destination. Journal of Marketing Research, 2, 177-188.

[X] Dhar, S., Pain, D., & Thomas, R. (2001). A Small Structural Empirical model of the UK Theory and Practice. Bank of England Working Paper Series.

[XI] Diorio. (2007). Management of In-Store Media, article about La comunicación en el punto de venta, un medio directo, rentable y novedoso, From Matamalas R L & Miguel Santandreu Ramos 2009. ``Marketing. Strategy of the supermarkets Strategy of the supermarkets.

[XII] essays, U. (2013). Explanation Of The Concept Of Research Onion Psychology Essay. Retrieved 04 18, 2015, from

[XIII] Foundation, I. B. (2016). IBEF. Retrieved January 2, 2016, from

[XIV] Gavin, D. (1987). Competing on the eight dimensions of quality.

[XV] Gwinner, K., Gremler, D., & Bitner, M. (1998). Relational Benefits in Services Industries: the Customer‟s perspective. Journal of the Academy of Marketing Science, 26, 101-114.

[XVI] Gwinner, K., Mary,, J., Stephen, W., & Kumar, A. (2005). Service Customization Through Employee Adaptiveness. Journal of Service Research, 8, 131-148.

[XVII] Hansemark,, Albinson,, & OC. (2004). Customer Satisfaction and Retention: The Experiences of Individual. Managing Service Quality, 14, 40-57.

[XVIII] Hokanson, S. (1995). The deeper You analyse, The more you satisfy customers.

[XIX] Hoyer, & MacInnis. (2001). Consumer behavior,Houghton Boston.

[XX] Hoyer, W., & MacInnis, D. (2001). The Importance of Customer Satisfaction in relation to customer loyalty and retention. Consumer behavior,Houghton Boston.

[XXI] Hui, M., Laurette, D., & Chebat, J. (1997). The Impact of Music Of Consumers‟ reaction for services. Journal of Retailing, 70, 163-178.

[XXII] India Brand Equity Foundation. (2016). Retrieved from India Brand Equity Foundation:

[XXIII] Inman, J., Winer, R., & Ferraro, R. (2009). The Interplay among category characteristics, customer characteristics and customer activities on In store decision making. Journal of marketing, 19-29.

[XXIV] Kamaladevi, B. (2010, January). Customer Experience Management in Retailing. Business Intelligence Journal, 3, 1.

[XXV] Katz, K., Larzon, B., & Larson, R. (1991). Prescription for the waiting in line blues, entertains, enlighten and engage. Sloan Management Reviews, 32, 44-53.

[XXVI] Keaveny, S. (1995). Customer behavior in services Industries: An exploratory study. Journal of marketing, 59, 71-82.

[XXVII] Kotler. (2000). Marketing Management.

[XXVIII] Kristensen, Jacob, Kai, & Eskildsen. (2008). Customer satisfaction and customer loyalty as predictors of future business potential. . Total Quality Management & Business Excellence, 19(7/8), 1478-3363, 843-853.

[XXIX] Kumar, P., Kalwani, M., & Pada, M. (1997). The Impact of waiting time guarantee on customers- waiting experiences. Marketing Science, 16, 295-314.

[XXX] LaBabera, P., & Mazursk, D. (1983). A longitudinal assessment of consumer satisfaction, dissatisfaction: The dynamic aspect of cognitive process. Journal of marketing Research, 393-404.

[XXXI] Lemmink, J., & Mattson, J. (1998). Warmth during Non-productive Retail Encounters: The Hidden side of productivity. International Journal Of Research in Marketing, 15, 505-517.

[XXXII] Levy, M., & Weitz, B. (2004). Retailing Management. McGraw Hill, Irwin.

[XXXIII] Levy, M., Weitz, B., & Beitelspacher, L. (2012). Retailing Management. McGraw Hill.

[XXXIV] LIAO, H., & Aichia, C. (2004). A Multilevel Investigation of Factors Influencing employee Service Performance and Customer Outcomes. Academy of Management Journal, 47, 41-58.

[XXXV] Martinez-Ruiz, M., Jiménez- Zarco, A., & Yusta, A. (2010). Customer Satisfaction‟s Key Factors in Spanish grocery stores: evidence from hypermarkets and supermarkets. Journal of Retailing and Consumer Services, 17, 278-285.

[XXXVI] MCGoldrick, P., SL, & HO. (1992). International Positioning : Japanesedepartment stores in Hong kong. European Journal of marketing, 26.

[XXXVII] Mendes, R., & Themindo, C. (2004). Retail locations as a competitive strategy. Pearson education,.

[XXXVIII] Reilly, & William, J. (1931). The Law of Retail Gravitation, New York.

[XXXIX] Rosenbloom,, B. (2010). Six Classic Distribution Paradigms for Global Marketing Channel Strategy. Symphonya, 7-17.

[XL] Ryan, M., Buzas, T., & Ramaswamy, V. (1995). Making CSM a power Tool. making research, 7, 11-16.

[XLI] Sirohi, N., Mclaughlin, & Wittink, D. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of retailing, 74, 223-245.

[XLII] Sirohi, N., Mclaughlin, E., & Wittink, D. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of retailing, 74, 223-245.

[XLIII] Slater, S. (1997). Developing a customer value based theory for the firm. Journal of the Academy of marketing Science, 25, 162-167.

[XLIV] Tauber, E. (1972). Discovering new product opportunities with problem inventory analysis. Journal of Marketing, 39, 67–70.

[XLV] Taylor, S., & Baker, T. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of customers‟ purchase Intentions. Journal of Retailing, 70.

[XLVI] Terblanche, & Boshoff, C. (2004). The in- store shopping experience: A comparative Study of supermarket and clothing store customers, attitudes and behavior. South.African.Journal of. Business.Management, 35.

[XLVII] Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of the academy of service research, 3(2), 232-240.

[XLVIII] Walters, D., & Knee, D. (1989). Competitive strategies in retailing. Long Range Planning, 22, 74-84.

[XLIX] Wikipedia. (2016). Cement. Retrieved from

[L] wikipedia. (2016). Customer satisfaction. Retrieved from

[LI] Woodruff, R. (1997). Customer value: The next source of competitive advantage. Journal Of the Academy of Marketing Science, 25, 139-153.

[LII] Yuen, F., & Chan, S. (2010). The effect of retail service quality and product quality on Customer Loyalty. Journal of data base marketing and customer strategy management, 17, 222-240.

[LIII] Zairi, M. (2000). Managing Customer Dissatisfaction through Effective Complaint Management Systems. The TQM Magazine, 331-335.

[LIV] Zeithaml, V. (1988). Customer perceptions of price, quality & value: A Means end model and synthesis of evidence. Journal of marketing, 60, 31-46.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2019 International Educational Applied Scientific Research Journal