A STUDY ON DEALER AND RETAILER INFLUENCE ON CONSUMER BUYING DECISIONS FOR JK SUPER STRONG CEMENT

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056 p-ISSN: 2395-0072

Volume: 13 Issue: 01 | Jan 2026 www.irjet.net

A STUDY ON DEALER AND RETAILER INFLUENCE ON CONSUMER BUYING DECISIONS FOR JK SUPER STRONG CEMENT

Sangram Raghunath Kulkarni1 , Prof. DR.M.M.Bhore2

1MBA Student, Department of Master of Business Administration, SVERI’s College of Engineering, Pandharpur, Maharashtra, India

2 Head of Department, Department of Master of Business Administration, SVERI’s College of Engineering, Pandharpur, Maharashtra, India

Abstract - The Indian cement industry is highly competitive, with minimal product differentiation and strong dependence on distribution channels. Dealers and retailers play a pivotal role in influencing consumer buying decisions, particularly in semiurban and rural markets where product knowledge among consumers is limited. This study examines the extent of dealer and retailer influence on consumer purchasing behavior with special reference to JK Super Strong Cement in the Pandharpur region of Maharashtra. A descriptive research design was adopted using primary data collected through structured questionnaires from 40 respondents, including contractors, house owners, architects/engineers, and dealers. The findings reveal that dealer recommendations have a significantly stronger impact on purchase decisions compared to advertising and price factors. Trust, product knowledge, incentives, and long-term relationships emerge as key drivers of dealer influence. The study concludes that strengthening dealer engagement strategies can provide a sustainable competitive advantage for cement manufacturers in regional markets.

Key Words: Dealer influence, consumer buying behavior, cement industry, distribution channel, JK Cement, semiurban markets

1.INTRODUCTION

The cement industry forms the backbone of infrastructure development and economic growth in India. As the secondlargest producer of cement globally, India’s cement demand is driven by housing, commercial construction, and government-led infrastructure initiatives such as Pradhan Mantri Awas Yojana and the Smart Cities Mission [1]. Despite steady growth, the industry faces intense competition due to price sensitivity, high logistics costs, and limited product differentiation.

Insuchanenvironment,marketingintermediariesespeciallydealers and retailers emerge as crucial influencers in shaping consumerpreferences.Cementisahigh-involvementandtechnicalproduct,andconsumersoftenrelyondealerexpertise to guide purchase decisions [2], [6]. This dependence is particularly strong in semi-urban regions like Pandharpur, where trust-basedrelationshipsdominatepurchasingbehavior.JKCementLtd.,aleadingcementmanufacturerinIndia,followsa dealer-centric distribution strategy, making it an ideal case for examining intermediary influence. This research investigateshowdealerand retailerrecommendationsaffectconsumer buyingdecisionsfor JK Super StrongCementand evaluatestheirinfluencerelativetoothermarketingfactors.

1.1 Company Profile

JK Cement Ltd. is one of India’s leading cement manufacturingcompaniesandaflagshipenterpriseoftheJKOrganization Established in 1975, the company has built a strong presence in both grey and white cement segments and operates in domesticaswellasinternationalmarkets[8].

1.2 Background and Inception

JKCementcommenceditsoperationsinMay1975withitsfirstgreycementmanufacturingplantatNimbahera,Rajasthan. Overtheyears,thecompany expandeditscapacitythroughgreen fieldand brownfieldprojectsandestablished overseas operationsintheUAEandAfrica.

1.3

Ownership Pattern

JKCement Ltd.isa publiclimitedcompanylisted on theBombayStock Exchange(BSE) andtheNational Stock Exchange (NSE). The Singhania family holds a significant share of the company’s equity, while the remaining shares are held by institutionalinvestors,foreigninvestors,andretailshareholders.

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056 p-ISSN: 2395-0072

Volume: 13 Issue: 01 | Jan 2026 www.irjet.net

1.4 Nature of the Business

Thecompanyisengagedinthemanufactureofgreycement,whitecement,wallputty,andalliedbuildingmaterials.JKSuper StrongCementisoneofitsflagshipproducts,knownforstrength,durability,andreliability

2. REVIEW OF LITERATURE

Severalstudieshavehighlightedthegrowingimportanceofdealernetworksinindustrial andconsumergoods marketing. MishraandBhandari[3]foundthatinthecementindustry,dealerincentivesandcreditfacilitiessignificantlyimpactbrand recommendation behavior. Patel [4] emphasized that dealer credibility and product knowledge strongly influence consumertrustintechnicalgoods.

SinghandKumar[5]observedthatretailersoftenactas“decisionfacilitators”ratherthanmeresellers,especiallyinrural markets.KotlerandKeller[6]arguethatchannelmembersplayastrategicroleinbridgingthegapbetween manufacturers andendconsumersbyprovidinginformation,assurance,andservicesupport.Industryreportsindicatethatnearly70–80% ofcement purchasedecisionsinIndia areinfluenced bydealerrecommendations, makingchannel managementa critical successfactor[7].However,limitedempiricalstudiesfocusonregionalmarketslikePandharpur,creatingaresearchgapthat thisstudyseekstoaddress.

2.1 NEED OF STUDY

With increasing competition from brands such as UltraTech, Ambuja, Adani Cement, and Shree Cement, it has become essential for cement manufacturers to understand the effectiveness of dealer-driven marketing strategies[2]. The study helps identify the factors that influence dealer recommendations and consumer preferences, particularly in semi-urban markets.

3.OBJECTIVES

1. To assess the level of influence dealers/retailers have on consumers' choice of JK Super Strong Cement over other brands.

2. Toidentifythekeyfactors(e.g.,trust,productknowledge,incentives)throughwhichdealers/retailersimpactconsumer purchasingdecisions.

3. ToanalyzeconsumerawarenessandperceptionofJKSuperStrongCementindependentofdealer/retailerinfluence.

4. Tostudythecomparativeimpactofdealer/retailerinfluenceversusothermarketingchannelsonbuyingdecisions.

4.RESEARCH METHODOLOGY

Thestudyadoptsadescriptiveresearchdesigntoanalyzedealerandretailerinfluenceonconsumerbuyingbehavior.

4.1

Research Design

A descriptive research design was adopted to analyze existing market conditions without manipulating variables. Both primary and secondary data were collected using questionnairesandsecondarysources.Conveniencesamplingwas used to selectrespondents.

The research process begins with identifying the research problem related to dealer and retailer influence on consumer buying decisions for JK Super StrongCement. This is followed by a review of relevant literature andformulationof research objectivesandhypotheses.Adescriptiveresearchdesignisadopted,anddataiscollectedthroughprimaryandsecondary sources. Convenience sampling is used to select respondents. The collected data is analyzed using percentage analysis, graphicaltools,andcomparativeanalysis,leadingtointerpretation,findings,conclusions,andactionablesuggestions.

4.2

Data Collection

Primary data were collected through structured questionnaires administered to 40 respondents, including contractors, houseowners,architects/engineers,anddealers. Secondary data were sourced from company reports, academic journals, industrypublications,andofficialwebsites[1],[7],[8].

International Research Journal of

and Technology (IRJET) e-ISSN: 2395-0056 p-ISSN: 2395-0072 Volume: 13 Issue: 01 | Jan 2026 www.irjet.net

4.2 Sample Size

 Dealers/Retailers:5

 Consumers:35

4.4 Sampling Technique

Conveniencesamplingwasusedduetotimeandaccessibilityconstraints.

4.5 Analytical Tools

 Percentageanalysis

 Graphicalrepresentation

 Comparativeanalysis

4.6 Hypotheses

H₀: Dealer/retailer influence has no significant impact on purchase decisions for JK Super Strong Cement. H₁: Dealer/retailerinfluencehasasignificantimpactonpurchasedecisionsforJKSuperStrongCement.

5.DATA ANALYSIS & INTERPRETION

This section presents the analysis of primary data collected from 40 respondents in the Pandharpur region. The respondentsincludecontractors,houseowners,architects/engineers,anddealers/retailers.Percentage analysishasbeen used,andinterpretationsaredrawninlinewiththeobjectivesofthestudy.

5.1Demographic Profile of Respondents

Table 5.1:Gender-wiseDistributionofRespondents

The table indicates that 90% of respondents are male, while only 10% are female. This reflects the reality of the constructionsector in semi-urban and rural regions like Pandharpur, wherecement purchase andconstruction decisions are predominantlytakenbymalemembers.Hence, malerespondentsformtheprimarydecision-makinggroup for cement purchases.

Table 5.2: Age-wiseDistributionofRespondents

Thedatashowsthat85%ofrespondentsbelongtothe25–45agegroup,indicatingthatcementpurchasingdecisionsare largely made by economically active and experienced individuals. These respondents are typically involved in house construction,renovation,orcontractingwork,makingthemhighlyrelevantforthestudy.

Table 5.3: Occupation-wiseDistribution

International Research

Volume: 13 Issue: 01 | Jan 2026 www.irjet.net

Contractors and builders constitute the largest group (37.5%), followed by house owners (27.5%). This confirms that professionalbuyersandinfluencersdominatecementconsumption,whiledealersformanimportantadvisorygroupinthe purchaseprocess.

5.2 Awareness and Perception of JK Super Strong Cement

Table 5.4:FamiliaritywithJKSuperStrongCement

Morethan90%ofrespondentsareeitherveryfamiliarorsomewhatfamiliarwithJKSuperStrongCement.Thishighlights strongmarketpresenceandvisibilityofthebrandinthePandharpurregion,largelydrivenbydealer-levelpromotion.

Table 5.5: SourceofAwareness

The dominant source of awareness is dealer/retailer recommendation (66.7%), far exceeding advertisements and social media. This confirms that interpersonal communication at retail outlets plays a more critical role than mass media in cementmarketing.

5.3Dealer/Retailer Influence on Buying Decisions

Table5.6:PerceivedQualityofJKSuperStrongCement

An overwhelming 90.5% of respondents rated the cement as good or excellent, indicating strong satisfaction with quality, durability, and strength. This positive perception supports repeat purchases and strengthens dealer confidence while recommendingtheproduct.

Table 5.7: TrustFactorsforDealerRecommendation

Trust is primarily built through long-term relationships and credibility, rather than incentives alone. This indicates that consumersviewdealersasadvisors,andtheirtechnicalknowledgeandhonestysignificantlyinfluencebuyingdecisions.

Volume: 13 Issue: 01 | Jan 2026 www.irjet.net

Table 5.8: LevelofDealerInfluence Influence

Over76%ofrespondentsreportedmoderatetoveryhighdealerinfluence,confirmingthatdealersplayadecisiveroleatthe pointofpurchase,especiallyfortechnicalproductslikecement

Table 5.9: BrandSwitchingDuetoDealerInfluence

More than half of the respondents switched brands due to dealer persuasion, which strongly supports the alternative hypothesis(H₁)thatdealerinfluencesignificantlyimpactsbuyingdecisions.

Table 5.10: WillingnesstoPayMoreifDealerRecommends

Response

A large majority of respondents are willing to pay a slightly higher price when the product is dealer-recommended, indicatingthattrustoutweighspricesensitivityincementpurchases.

The analysis clearly demonstrates that dealer/retailer influence is the most dominant factor affecting consumer buying decisions for JK Super Strong Cement in the Pandharpur region. While product quality and brand reputation remain important,dealertrustandguidanceactasthefinaltriggerinthepurchasedecision.

6.FINDINGS

 Dealerrecommendationsarethemostinfluentialfactorincementpurchasingdecisions.

 Product quality and brand trust are primaryreasonsfordealeradvocacy.

 Independent consumer awareness of JK SuperStrongCementremainslimited.

 Advertisinghasrelativelylowinfluencecomparedtointerpersonalcommunication.

7.CONCLUSION

ThestudyconfirmsthatdealerandretailerinfluenceplaysadecisiveroleinconsumerbuyingdecisionsforJKSuperStrong CementinthePandharpurregion.Whiletheproductenjoysstrongacceptanceonceintroduced,itsmarketsuccesslargely dependsondealeradvocacy.

Strengtheningdealerrelationships,improvingsupplyreliability, and enhancing consumer awareness throughlocalized promotions can significantly improve market penetration. For cement manufacturers operating in semi- urban markets, dealer-centricstrategiesremainindispensableforsustainedgrowth.

8.MANEGERICAL IMPLICATION

 Strengthendealertrainingandtechnicaleducationprograms

 Introduceperformance-basedincentiveschemes

 Improvelogisticsandstockavailability

 Enhancelocalizedbrandingandmasonengagementinitiatives

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056 p-ISSN: 2395-0072

Volume: 13 Issue: 01 | Jan 2026 www.irjet.net

Integrate digital marketing with dealer-ledpromotions.

9.LIMITATIONS OF THE STUDY

The study is limited to 40 respondents from the Pandharpur region, which may restrict the generalization of thefindings. Convenience sampling was adopted due to time and accessibility constraints. ThestudyfocusesonlyonJKSuperStrong Cementanddoes not includecomparative analysiswith competing brands. Futureresearchmayconsideralargersample size,multipleregions,andcomparativebrandstudiesforbroaderapplicability.

References

[1] CementManufacturers’Association(2024).IndianCementIndustryStatistics&Outlook.

[2] Solomon,M.R.(2018).ConsumerBehavior:Buying,Having,andBeing.PearsonEducation.

[3] Mishra,P.,&Bhandari,R.(2019).Influentialmarketingstrategiesinthecementindustry.IndianJournalofMarketing, 49(3),45–58.

[4] Patel,A.(2021).Dealer influenceandconsumer behaviorintechnicalgoods.JournalofBusinessResearch,14(4),78–89.

[5] Singh, S., & Kumar, R. (2019). Role of retailers in consumerpurchasingdecisions.InternationalJournalofMarketing Studies,11(2),45–56.

[6] Kotler,P.,&Keller,K.L.(2016).MarketingManagement(15thed)PearsonEducation

[7] IndiaBrandEquityFoundation(2024).CementIndustryinIndia.

[8] JKCementLtd.(2024).AnnualReport.JKCementLtd.