International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 13 Issue: 01 | Jan 2026
p-ISSN: 2395-0072
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 1
MBA 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. In such an environment, marketing intermediaries especially dealers and retailers emerge as crucial influencers in shaping consumer preferences. Cement is a high- involvement and technical product, and consumers often rely on dealer expertise to guide purchase decisions [2], [6]. This dependence is particularly strong in semi-urban regions like Pandharpur, where trust-based relationships dominate purchasing behavior. JK Cement Ltd., a leading cement manufacturer in India, follows a dealer-centric distribution strategy, making it an ideal case for examining intermediary influence. This research investigates how dealer and retailer recommendations affect consumer buying decisions for JK Super Strong Cement and evaluates their influence relative to other marketing factors.
1.1 Company Profile JK Cement Ltd. is one of India’s leading cement manufacturing companies and a flagship enterprise of the JK Organization. Established in 1975, the company has built a strong presence in both grey and white cement segments and operates in domestic as well as international markets [8].
1.2 Background and Inception JK Cement commenced its operations in May 1975 with its first grey cement manufacturing plant at Nimbahera, Rajasthan. Over the years, the company expanded its capacity through green field and brownfield projects and established overseas operations in the UAE and Africa.
1.3 Ownership Pattern JK Cement Ltd. is a public limited company listed on the Bombay Stock Exchange (BSE) and the National Stock Exchange (NSE). The Singhania family holds a significant share of the company’s equity, while the remaining shares are held by institutional investors, foreign investors, and retail shareholders.
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