Branding & its Impact on the Buying Behaviour of Customer of Cement Industry–A Study on Kolkata City of West Bengal

Cement is a product, which fulfils the basic requirement of the society. The major demand drivers in case of cement industry are obviously the construction sector. Although the sector has various divisions, mainly the commercial and personal consumption of cement as a product becomes the main driving force of the industry. With such an importance of the industry, the future growth of the economy becomes the main growth engine of the industry as a whole.