Factors Influencing End–Users' Decision on the Purchase of Brands of Cement

Abstract

Cement is one of the most essential construction materials used as a binder in mortar or concrete. This research determined factors influencing end–users' decisions to purchase cement brands. The objectives of the study were to identify prevailing cement brands in the study area and the purchase decision factors. This research sourced data through a questionnaire survey. Two hundred and three (203) questionnaires were administered to construction industry professionals randomly sampled from a list of active sites on Lafarge Cement Lagos Island (Simawa) and Mainland (Ikeja and Lekki – Ajah) Sales Excellence archive (as at March 2023), with one hundred and nineteen (119) returned (58.6% return rate). Findings revealed the most prevalent cement brand to be DanCem (AHP eigenvalue = 0.39). This is followed by the Lafarge brand – both Elephant Classic and Elephant Supaset cement (0.23). The most prominent factor influencing end–users' decision to purchase cement brand(s) is the company responsibility (Eigenvalue = 11.23), which explains 28.8% of the total Variance in the initial 39 itemised factors. The cement and cement properties follow this. However, the role of technical assistance was highlighted as germane to end-users’ purchase decisions. The research also recommends further studies on the socio-ecological dimensions of cement for sustainable development and supply chain management.