Objective : To assess and recommend Market outlook and estimation of demand
of dry mix mortar for AAC masonry in Western India.
To study the position of conventional mortar in construction using AAC Blocks masonry To forecast the consumers requirements and to study the consumers preference of mortar by collecting the data through questionnaire To determine the consumers buying attitudes towards dry mix mortar To determine the satisfaction level of consumer to the product features and various aspects of dry mix mortar available in the market To determine the usage of the product
OVERALL ANALYSIS
S.NO. CATEGORY OF RESPONDENTS FREQUENCY PERCENTAGE 1 Architect 2 6% 2 Consultant 2 6% 3 Developer 19 58% 4 Contractor 8 24% 5 Others 2 6% 33 100% INFERENCE From the above bar diagram, we interpret that 58% of respondents are developers, 24% are Contractors and 6% each are Architects, Consultants & Others TOTAL TABLE 1: CATEGORY OF RESPONDENTS CHART 1: CATEGORY OF RESPONDENTS 6% 6% 58% 24% 6% 0% 10% 20% 30% 40% 50% 60% 70% Architect Consultant Developer Contractor Others RESPONDENTS RESPONDENTS
S.NO. PRICE (In Rs.) FREQUENCY PERCENTAGE 1 10 3 9% 2 16 15 43% 3 18 8 23% 4 20 1 3% 5 22 0 0% 6 Others 8 23% 35 100% INFERENCE From the above bar diagram, we interpret that 43% of the respondents are willing to pay Rs. 16 for Thin Bed Dry Mortar while 23% are willing to pay Rs. 18. TABLE 2: RESPONDENTS ON PRICING TOTAL CHART 2: RESPONDENTS ON PRICING 9% 43% 23% 3% 0% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 10 16 18 20 22 Others PRICE PRICE
S.NO. BAG SIZE (In Kgs.) FREQUENCY PERCENTAGE 1 10 0 0% 2 15 1 3% 3 20 7 22% 4 25 15 47% 5 30 9 28% 32 100% INFERENCE From the above bar diagram, we interpret that 47% of the respondents are in favour of bag size of 25 Kgs, while 28% prefer 30 Kg and 22% prefer 20 Kg Bag Sizes. TABLE 3: RESPONDENTS ON PREFERENCE FOR BAG SIZE TOTAL CHART 3: RESPONDENTS ON PREFERENCE FOR BAG SIZE 0% 3% 22% 47% 28% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 10 15 20 25 30 BAG SIZE BAG SIZE
S.NO. SHELF LIFE FREQUENCY PERCENTAGE 1 6 Months 8 27% 2 9 Months 11 37% 3 1 Year 8 27% 4 More than 1 year 3 10% 30 100% INFERENCE From the above pie chart, we interpret that 37% of the respondents want a shelf life of 9 Months. TABLE 4: RESPONDENTS ON PREFERENCE FOR SHELF LIFE TOTAL CHART 4: RESPONDENTS ON PREFERENCE FOR SHELF LIFE 27% 37% 27% 10% SHELF LIFE 6 Months 9 Months 1 Year More than 1 year
S.NO. POT LIFE FREQUENCY PERCENTAGE 1 2-3 Hrs 11 37% 2 3-4 Hrs 12 40% 3 4-5 hrs 5 17% 4 More than 5 Hrs 2 7% 30 100% INFERENCE From the above pie chart, we interpret that 40% of the audience would like to have a pot life of 3-4 Hrs while 37% wants a pot life of 2-3 Hrs. TABLE 5: RESPONDENTS ON PREFERENCE FOR POT LIFE TOTAL CHART 5: RESPONDENTS ON PREFERENCE FOR POT LIFE 37% 40% 17% 7% POT LIFE 2-3 Hrs 3-4 Hrs 4-5 hrs More than 5 Hrs
Frequency % Frequency % Frequency % Frequency % 1 18 69% 6 23% 1 4% 3 12% 2 2 8% 9 35% 8 31% 2 8% 3 1 4% 3 12% 7 27% 4 15% 4 3 12% 3 12% 4 15% 2 8% 5 0 0% 3 12% 2 8% 3 12% 6 0 0% 2 8% 3 12% 10 38% 7 0 0% 0 0% 1 4% 2 8% 8 2 8% 0 0% 0 0% 0 0% TOTAL 26 100% 26 100% 26 100% 26 100% INFERENCE From the above Bar Chart, we can draw the following Infrerences: Most of the Customers give first preference to Cost, then to bond Strenth followed by Minimum Wastage and Durability. TABLE 6: RESPONDENTS ON FACTORS INFLUENCING PURCHASE CHART 6: RESPONDENTS ON FACTORS INFLUENCING PURCHASE Cost Bond Strength Min. Wastage Durability RANKING 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 1 2 3 4 5 6 7 8 COST BOND STRENGTH MINIMUM WASTAGE DURABILITY RANKING
INFERENCE
From the study it is found that 59% of respondents are developers, 24% are Contractors and 6% each are Architects, Consultants & Others.
Further, we interpret that 43% of the respondents are willing to pay Rs. 16 for Thin Bed Dry Mortar while 23% are willing to pay Rs. 18 on an Overall perspective.
53% of the respondents in Mumbai & Pune region are in favour of bag size of 25 Kgs while 40% of the respondents in Gujarat Region are in favour of bag size of 25 Kgs.
According to the Study: 44% of the respondents of Mumbai & Pune Region wants a shelf life of 6 Months while 31% desire a shelf life of 9 Months. 43% of the respondents in Gujarat Region want a shelf life of 9 Months/ 1 Year.
From the Study it is interpreted that: 60% of the audience in Mumbai & Pune region would like to have a pot life of 2- 3 Hrs while 20% wants a pot life of 3-4 Hrs. 60% of the audience in Gujarat Region would like to have a pot life of 3-4 Hrs while 20% wants a pot life of 4-5 Hrs.
Most of the Customers give first preference to Cost, then to bond Strength followed by Minimum Wastage and Durability.
Based on the above research, we recommend the following: AAC manufacturing is a growing industry in India with a CAGR of Approx. 30%. Thin Bed Dry Mortars demand is directly linked to growth of AAC and Cement. Since, both these sectors are growing, hence there is huge scope of growth of Thin Bed Dry Mortar. Considering that freight cost involved in transportation of the product is high, Mortar plant should be in proximity to its target customers. Further, we recommend that Mortar should be supplied along with AAC Blocks of Biltech so as to provide freight cost advantage. Based on the above study, we recommend that a Plant of Mortar should be setup near Bhigwan Plant of Biltech as a Pilot Project. Once the same is Successfully Implemented, we can replicate the same to other four Manufacturing Units.