A Study on Factors Affecting Brand Preference in the Cement Industry: An Empirical Study in Madhya Pradesh

Arunendra Tiwari

Abstract: The cement industry is a vital component of the infrastructure sector in India. With the entry of multiple global and domestic players, the market in Madhya Pradesh has become highly competitive. This study investigates the key factors affecting brand preference in the cement industry. The research focuses on variables such as Price, Quality, Availability, Brand Image, and the role of Influencers (Masons/Contractors). Data was collected through a structured questionnaire from 200 respondents in the region. The findings reveal that 'Quality' and 'Mason's Recommendation' are the most significant determinants of brand choice, often outweighing price considerations.

Keywords: Cement Industry, Brand Preference, Consumer Behavior, Masons, Quality, Madhya Pradesh

How to Cite?: Arunendra Tiwari, "A Study on Factors Affecting Brand Preference in the Cement Industry: An Empirical Study in Madhya Pradesh", Volume 14 Issue 12, December 2025, International Journal of Science and Research (IJSR), Pages: 730-731, https://www.ijsr.net/getabstract.php?paperid=SR251209162909, DOI: https://dx.doi.org/10.21275/SR251209162909