An Analysis of B2B Consumers of Cement Brands in Mumbai

Abstract

This study was undertaken to understand the brand positioning of various brands of cement in B2B market & its buying behaviour in Mumbai,Indi a.The Inter co rrela tion matrix was used to stud y the relationship between Quality, Brand, Price, Credit terms, Ease of ordering, Company Sa les Personnel, Advertisement, Technical support, Digital E marketing, & Trade shows and exhibitions. This study fo und that company sales personnel played a major role in Brand B as compared to Brand A.The study further found that Quality and consistency of cement is strongly correlated withBrand Name & company name. There is also a strong positive correlation between Brand ame and Trade shows and exhibition in both Brand A& B. The findings would help the Manufacturers & B2B Ma rketers of cement with better understanding of B2B consumer behaviour to meet their expectations effectively.