India's cement industry is a pivotal contributor to the country's economy, offering substantial employment prospects to a large section of the populace, both directly and indirectly. As India strives to keep pace with the increasing competition from prominent foreign players such as Lafarge-Holcim, Heidelberg Cement, and Vicat, the industry has immense potential for growthand development, particularly in the realm of infrastructure and construction. This study delves into the various factors that influence dealers' ability to maintain a competitive edge, examiningthe role of psychological mindsets and perceptions regarding companies and other industry-related factors in shaping dealers' decision-making processes and sales strategies. The study was conducted to understand the dealer psychological mindset in Bangalore with reference to Bharati cements in particular.

Keywords : Dealers, Psychological Mindset, Cement, Sales, Decision Making.