An Assessment of Customers’ Perception on Acceptability of Dangote Cement in Tema Metropolis

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The study assessed customers’ perception on acceptability of Dangote cement in Tema metropolis with the aim of determine customers perception on durability of the product, factors taking into consideration before accepting or purchasing the product, trend in sales, and strategies management adopted to promote the sales of Dangote cement. The survey method was used to collect data from 381 respondents using simple random sampling methods as a first stage in selecting 4 communities out of 25 communities in Tema for the study after which stratified sampling methods were used to categorise customers according to whether they are domestic or commercial (contractors). Samples were drawn proportionally from each stratum until the intended sample size was reached. Major findings of the study are that, majority of the customers are males between the ages of 40 and 49 years, majority of the customers have the perception that Dangote cement is durable because it binds better and does not lead to cracks, factors taken into consideration before purchasing or accepting the cement are the cost and accessibility. The sale of products is high in the first half of every year than the second half. Major recommendations are that, management should increase field supervision in order to ensure the distributors comply with the price ceiling policy in stabilizing Dangote cement and more distribution centres should be established to enhance access to the product.
A thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of COMMONWEALTH EXECUTIVE MASTERS IN BUSINESS ADMINISTRATION,