A Study on Dealers and Contractors perception towards building materials in Hyderabad Market

A Study on Dealers and Contractors perception towards building materials in Hyderabad Market

Ms.Shreya Barai, Mr.Chaitanya Muppavarapu, Dr.Chandrashekar , Mr.Raghuvamsi Siva Sivani Institute of Management, Hyderabad,

 shreya2023@ssim.ac.in , mchaithanya@ssim.ac.in , Chandra@ssim.ac.in , Raghu2023@ssim.ac.in

Abstract

The construction sector in Hyderabad is expanding rapidly, increasing the demand for high-quality building materials. This study, titled "A Study on Dealers, Architects, and Applicators' Perception Towards Building Materials in the Hyderabad Market," aims to analyze key factors influencing brand preference, purchase decisions, and satisfaction levels among stakeholders. The primary objectives of this research are to identify the factors affecting brand perception, evaluate customer satisfaction with various brands, and understand the role of pricing, quality, and availability in influencing choices.

The study employs a quantitative research methodology, utilizing structured surveys to collect data from 156 respondents, including 76 dealers, 28 architects, and 52 applicators. Key independent variables include brand awareness, product quality, service support, and pricing, while dependent variables focus on brand preference and purchase intent. Data analysis was conducted using cross-tabulations and chi-square tests to examine associations between variables. Findings indicate that product availability, pricing strategy, and sales support significantly impact brand perception. MYK Laticrete emerged as a leading preference among respondents, while other brands varied in acceptance across different categories. The insights from this study can help building material companies refine their market strategies to enhance penetration and customer engagement in Hyderabad.