Measuring customer attitude towards Crown Cement

Abstract

This internship report, titled "Measuring Customer Attitude Towards Crown Cement PLC," documents the professional experience and research conducted by Lamia Anjum Mithin during a six-month internship at Crown Cement PLC’s Sales & Marketing Department from August 2024 to February 2025, fulfilling partial requirements for a Bachelor of Business Administration at BRAC University. The report provides a comprehensive overview of the internship, detailing responsibilities such as preparing daily sales and delivery reports, creating price proposals, processing customer orders, and managing databases using SAP and Microsoft Excel, which enhanced operational efficiency and customer relations. An extensive study of Crown Cement PLC presents an organizational overview that covers its manufacturer role in Bangladesh together with SWOT and Porter’s Five Forces assessments. This study shows a detailed examination of the company’s marketing approach and financial operations. The core project investigates customer attitudes toward Crown Cement, utilizing a mixed-methods approach with surveys of 40 participants to test hypotheses on quality perception, pricing, brand image, and post-purchase experiences. Findings confirm Crown Cement’s strong reputation for quality (87.5% high ratings), reasonable pricing (67.5% approval), trustworthy brand image (40% preference), and recommendation likelihood (70% positive), though minor quality inconsistencies and price sensitivity among rural customers suggest areas for improvement. The study recommends enhanced quality assurance, tiered pricing, digital branding, and improved dealer support to boost loyalty and market share. The internship provided valuable real-world experience, technical skill development, and industry insights, preparing the intern for a career in marketing while contributing to Crown Cement’s operational success. This report underscores the importance of aligning customer expectations with strategic initiatives to sustain Crown Cement’s leadership in Bangladesh’s competitive cement industry.