How Consumers’ Choose Cement for Construction: Insights from Unique Cement Industries

Abstract

This study explores the key factors that influence consumers’ preferences when selecting cement for construction purposes, focusing on Unique Cement Industries in Bangladesh. As the construction industry rapidly expands, understanding consumers’ behavior becomes essential for building competitive advantage. The research investigates five critical determinants—brand image, price, word of mouth, sales promotion, and accessibility—and their impact on customer preference. A structured questionnaire was used to collect primary data from 300 respondents through a convenience sampling method, and the results were analyzed using SmartPLS 4 for Structural Equation Modeling (SEM). Findings reveal that brand image, price, word of mouth, and sales promotion have a statistically significant positive influence on consumer preference, with sales promotion emerging as the most influential factor. However, accessibility was found to have an insignificant impact. The study addresses theoretical gaps by integrating the Theory of Planned Behavior (TPB) into a model that better captures consumer decision-making in the cement sector. It also identifies practical and managerial gaps, offering insights for cement companies to refine their marketing strategies and product positioning. The research concludes with recommendations to optimize branding, promotional campaigns, pricing strategies, and customer relationship management in a competitive market landscape.