Abstract: In India, there are multiple cement brands available in the market which makes the brands selection a difficult process. The project focuses on studying the major factors retailer consider important compare to other factors in selecting cement for their retail business. This will give an insight into the market and try to identify the major product features and services expected by the retailer from the cement companies. Exploratory research was done initially with sample size 10 which include individual home builder, masons, engineer/architect, contractors, builders and dealer to get an insight into the product features and services they are aware off and the variables that influence the selection of cement. The questionnaire listing various factors affecting their selection process was further modified and administered with a sample of 100 retailers. Further, the author applied factor analysis to summarize the major factors that influenced decision making process using SPSS software.