The study's primary purpose is to test the pricing strategies adopted by distributors of types of cement and determine the impact on the marketing mix with specific ready-mix concrete blocks of cement. Managing the pricing is a delineating challenge where the competitors strive at every moment to thwart the demand and supply inelastic. The research narrows down to dealers' responses from Tamil Nadu with a sample size of 200 covering all districts. Multiple regression analysis methods are used to test the data with independent variables such as competitor pricing and value-based factor for the study. The implications of specific core product categories and reactions to pricing inelastic existing in the market will be a blot for future pricing policy changes in cement markets

Price inelastic, Pricing strategy, Cements, Buying Behaviour