CONSUMER PREFERENCES TOWARDS WATER PURIFIERS.

ABSTRACT

Clean water is a matter of universal importance. Like air, water is not a choice: we need it to survive. So it is deeply disturbing to learn that drinking water is the main health hazard in India. River water, well and Groundwater are the source of drinking water for more than half the population, but is it always safe? Groundwater is not required to be disinfected and can be tainted through improper wastewater disposal, septic tank contamination, underground storage tank or landfill leaks or animal waste disposal. Most city water uses treatment methods that were developed near the turn of the 20th century. Even most bottled water is drawn from city sources and not filtered in any way! No wonder millions of customers in India are looking for ways to ensure the water they use in their homes is safe. Today there are many kinds of home water filters and purifiers that can remove most pollutants found in city water or from wells and streams. But deciding which model is the most trustworthy takes time and research.

Ø The factors which affect the purchase decision

Ø Buying behavior of different segments

Ø Compare the theoretical profile vis-à-vis actual consumer

Ø In-depth analysis of important attributes, which can help in serving the customers

Ø To know the customers interactions

Ø To determine the customer satisfaction level

Ø To understand brand loyalty and reasons for brand preference

Ø This project also studies brand awareness in this market.

TABLE OF CONTENTS

CHAPTER	PARTICULAR	PAGE NO:
	Abstract	I
	List of tables	II
	List of charts	IV
1	Introduction 1.1 Introduction about the Industry 1.2 Background of the study	1 3
2	Main theme of the Project 2.1 Introduction about the study 2.2 Statement of the problem 2.3 Objectives of the study 2.4 Scope of the study 2.5 Limitations of the study 2.6 Review of Literature 2.7 Research Methodology	9 15 15 15 15 16 18
3	Data Analysis and Interpretation	20
4	Findings and suggestions 4.1 Findings 4.2 Suggestions	50 51
5	Conclusion	53
	APPENDIX
	REFERENCES

CHAPTER-I

1.1 INTRODUCTION ABOUT THE INDUSTRY

Water purifiers are devices which remove micro organisms, pollutants or any other kind of contamination from the surface water and make it secure and edible for human consumption. A wide range of advanced technologies are utilized depending on the availability of raw water supply, presence of pollutants, finance and required standards for the purification of water. With more and more Indians becoming aware of the hazards of drinking impure water, the demand for effective water purifiers is growing rapidly. The majority of intestinal disorders and infections are caused by water borne micro organisms. As a result, the number of consumers looking for reliable purification options is increasing not only in the metros but also in towns across India.

Tap water may contain both biological and chemical contaminants. Biologically contaminated water contains microbes such as viruses, which may result in minor to serious infections, and bacteria and guardians that lead to stomach disorders. Common causes of chemical contamination are improper treatment of industrial waste and pesticide overspill. If chemically contaminated water is used regularly it could lead to serious long term ailments. Boiling is one of the oldest methods of purifying water and is said to kill most micro organisms. Candle water filters are still used in many households across India. However, the pace of life in urban India has quickened so incredibly over the last decade or so that few householders now have the time to treat water manually. Also, mechanized water purification systems are often considered more reliable as far as eliminating micro organisms is concerned. How does one choose from the plethora of technologies and brands now available in India? Which water purification system would be best for you? The two parameters of selection here would be degree of purification and price. Different technologies deliver differing degrees of purity. Water may be purified using the following technologies:

UV purification
Reverse Osmosis
Activated carbon filtering

Distillation
Electro deionization

Domestic water purifiers usually use chemical purification, ultraviolet treatment and filtration, or reverse osmosis. Major vendors include Eureka Forbes, Philips, Hindustan Unilever, Whirlpool and Kent. Eureka Forbes is the overall market leader. Others are Ion Exchange, Zeolite, Kenstar and Maharaja Whiteline. Prices range from less than Rs.2000 to Rs. 25000.

Eureka Forbes’ Aquaguard is still the market leader. Aquaguard Classic is a UV purifier. Major global player, Philips has also launched UV purifiers, which are selling well. Purifiers that use ultraviolet technology are usually priced above Rs. 4000.

Those looking for less expensive purifiers might want to consider chemical based purification systems such as Hindustan Unilever’s Pureit and Eureka Forbes’ Aquasure both of which are priced below Rs. 2000. They don’t run on electricity so power outages and electricity bills are not a problem. Also, Pureit and Aquasure are reported to be user friendly allowing customers to service the devices themselves. There are several other resin based purifiers as well but these may not be as effective as Pureit and Aquasure. Also, it is best to select a chemical purifier that is capable of removing the chemicals that are used for purification.

Reverse osmosis (RO) based water purification systems are the most expensive and can cost up to Rs. 25000. Major vendors of RO water purifiers include Kent and Eureka Forbes. Whirlpool also markets RO purifiers and claims that its Purafresh brand not only eliminates all micro organisms but chemical toxins as well. Consumers living in areas that have hard water prefer RO water purifiers because they remove not just biological impurities but improve taste and odour. Kent claims that their patented Mineral RO technology, which combines RO and UV sterilisation, not only removes biological impurities and chemical toxins but retains essential minerals as well.You would be wise to select a brand that comes with an adequate warranty and has a proven track record of efficient and prompt after sales service. Whatever your budget, you can now find a suitable water purifier to ensure safe drinking water that will protect you and your family from water borne diseases.

1.2 Background of the Study

Monsoons which are the fear of water-borne diseases breaking out run high in both urban and rural areas. Safe drinking water, thus, becomes a priority and this is a cue for the Rs 600-crore domestic water purification industry to step up its operations.

Not surprisingly, various companies involved in water purification and water treatment are aggressively marketing their products. But, in spite of the tremendous potential for expansion and growth, the water purification industry has not had an easy time, partly because a water purifier is still not considered a customer durable and partly because of issues of pricing, low margins and technology.

The major players in this segment are market leader Eureka Forbes, Bajaj, Kenstar, Moniba anand, Ion Exchange, Permionics India, Softel Machines and Sintex Industries. Besides, there are a number of local and regional players in the unorganized sector. As much as 75 per cent of the market is accounted for by Eureka Forbes with its brand AquaGuard. The rest of the players are fighting for the remaining 25 per cent of the market.

The differentiating factor among various brands is the kind of technology being used. Up to now, the ultra violet or the UV technology, used by companies like Eureka Forbes, Sintex Industries and a several other smaller players, has been the dominant technology. However, ultra filtration membrane technology and reverse osmosis are now being used increasingly.

Adapting to local conditions

The condition of the water and the kind of impurities determine the kind of technology suitable for a particular area. There are three main kinds of impurities — suspended particles, microbiological impurities (which include bacteria, viruses and pyrogens), and excess dissolved salts."The ideal water purification system should remove all three kinds of impurities; only membrane technology guarantees that," UV oxidation is good at removing dissolved organics and bacteria, but is poor at removing dissolved ionized solids and gases, particulates and pyrogens. Ultra filtration membrane devices, on the other hand, are excellent at removing

particulates, bacteria, pyrogens and dissolved organics, though they are also poor at removing dissolved ionised solids and gases."Explaining the difference, UV rays passing through water render bacteria and viruses inert, but they do not remove them. Moreover, UV rays do not change the composition of the water; the excess dissolved salts remain in your drinking water, as before. A UV-based water purifier requires certain clarity of water for it to be effective. If the water is turbid, then a UV-based purifier will not be very effective. Inlet water has to be of a certain minimum quality for a UV system to work. On the other hand, ultra filtration membranes address all problems.

UV technology-based companies and membrane technology has a market only where the water taste is bad (total dissolved solids more than 700). In India, the biggest problem for most people is bacteriological contamination, as 80 per cent diseases are water-borne. UV remains the most cost-effective and mass marketable technology that there is.

AquaGuard, the most widely sold UV-based purifier comes in two variants — Compact Cartridge and i-Nova, All players in the industry, however, agree that there is tremendous scope for expanding the market and that there is room for all. The compounded annual growth rate of the industry is 20 per cent and growth has been exhibited even in recessionary times. "If the industry is able to position water purifiers as customer durables, marketing will become an easier job," But, as of now, the Indian customer seems to be content with calling the distributor to have a water purifier installed rather than visiting the showroom for the same.

1. Eureka Forbes

Eureka Forbes Limited is the outcome of joint venture of two renowned industrial giants that is Forbes Gokak Ltd. and Electrolux AB of Sweden. It was set up in 1981 to market health and hygiene products to Indian customers. Till date Forbes group had a 60% holding and Electrolux holds 40% of Eureka Forbes shares. Eureka Forbes started off with one product employing 20 sales persons and operating in just one location. Today, the organization has grown to become a Rs. 302 crores enterprise employing over 4000 sales personnel and operating out of 200 locations.The company revolutionized the Indian market by introducing products such as vacuum-cleaners (1982), water purifiers (1984) and Air

purifiers (1994).Eureka Forbes is the pioneer in direct selling in India and the name that is held in esteem and high regard.Eureka Forbes has its manufacturing facilities at Bhimtal, Hyderabad, and Bangalore together with an advanced research and development centre at Bangalore. Eureka Forbes has a service network of over 400-response centre to provide prompt and efficient after sales services.

Present Status of the Organization

The company started with a team of 150 sales executives. Within 10 years the outfit developed in a massive setup with more than 4000 well-trained salesmen. Through their door to door hard sell, the Eureka Forbes’ sales men now sell more than one lakh vacuum cleaners and water purifiers per annum bringing in a revenue of more than Rs.50 crore per year.

Today, Eureka Forbes Ltd., is Asia’s largest direct sales organization and it brings over 3 million customers. The very best life has to give clear air, clean water, and safe and secure homes, but more important is that they bring the reassurance of a friend. For life.

New launches of Eureka Forbes:

Eureka Forbes, is now looking to strengthen its position through a slew of new launches according to Mr. S.K.Palekar V.P. (Marketing), Eureka Forbes, “Although Eureka Forbes is the marketing leader in both the categories (with a market share of over 80% in both the air purifier and vacuum cleaner segment), the company’s new products will be targeted, at different segment of people.

For instance, the new Aquaguard Nova priced at Rs.7600 will be targeted at people who have already had an Aquagurad in their house for more than a year (i.e. approximately a million people). The product has electronic features such as an inductor, which will indicate when it is time to get the service done.

Other launches on the anvil include a softener model (for areas which get hard water), an arsenic model, an iron removal model, a fluoride removing model for U.P and Gujarat) and Aqua power, which can run without electricity.

For the communication strategy, the company is working on an online model through which it will be able to interact with customers on the Internet. Eureka Forbes is also planning to

increase its number of call centers from 6 to 10 in one years; meanwhile Eureka Forbes is also planning to launch an advertisement campaign. The company has set aside a budget of Rs.15 crores to Rs. 30 crores for advertising. The company will be ready with faster customer response through electric contacts by making transaction from distributors to marketers of water purifier equipments.

Ø Emerging as preferred employer for youth

Ø Established as water specialize company

2. KENSTAR

It is in the business of marketing Home Appliances like Microwave Oven, Evaporative type Room Air Cooler, Mixer Grinder, Ultra-Violet technology based domestic Water Purifier and a host of kitchen gadgets like Hand Mixer, Stick Blender, Iron, Sandwich Toaster, Pizza Maker, Waffle Maker, Citrus Juicer, Juice Extractor, Coffee Maker and markets these appliances under the brand name. It was formed in September 1995, has its Corporate Office in Aurangabad. The present Kenstar product range consists of:

· Room Air Conditioners

· Microwave Oven

· Evaporative type Room Air Cooler

· Blender cum Mixer Grinder

· Water Purifier based on Ultra-Violet technology

· Wet & Dry Mopper (Floor Care Products)

· Kitchen Appliances : - Heat Appliances - Blender juicer

Kenstar has its latest & state of the art factories in various locations in India. With strengths in Design, Research & Development, Production, Quality Control & Quality Assurance, Marketing and Sales, professionals in their respective fields manage the company. These appliances are manufactured under the most stringent quality norms and meet the international quality standards (UL&TUL). Kenstar has a wide distribution network consisting of more than 28 company Sales & Service offices within India. Apart from the company offices, Kenstar has 160 Authorized Wholesale Dealers (AWD) for Sales and Service of all the products across the country. These

AWDs cover more than 3500 dealer outlets where one can see, feel and buy the products.
The company has more than 300 Service Franchisees to render service for the Mass Appliances.

Water filter model

3. Bajaj Electricals Company

Company Profile

Ø Rs 503-crore Bajaj Electricals Ltd—part of the Bajaj Group—plans to establish the ‘Bajaj’ brand in 15 to 20 countries in the next few years. According to Bajaj Electricals Ltd chairman and managing director Shekhar Bajaj: “As part of the strategy, they are planning to spread wings in the international market for lighting products such as lamps, tubes and water purifiers—from countries such as South Africa and the Middle-East to other parts of Africa such as Nigeria, Kenya, Libya, Morocco, Tunisia and Algeria in 2004. It has lighting and associated electricals with a market share of above 70 per cent in India, explained Mr Bajaj.

Ø Export activities of Bajaj Electricals are being handled by group company Bajaj International. Bajaj Electricals Ltd is now eyeing Thailand to enter into outsourcing arrangements with companies based there. This is because of certain strategic advantages in terms of cost and product features. The move is in line with the company’s on-going China sourcing strategy for components used in domestic appliances in India.
“After having entered into brand licensing and strategic sourcing agreement with UK-based home appliance company, Morphy Richards Ltd, they are now in the process of manufacturing dry irons, oven toaster grillers, mixer grinders and new water purifiers with UV Technology. Plans are on the anvil to implement manufacture of food processors for Morphy Richards in 2004. With the move, Bajaj Electricals plans to become a global supplier of select domestic home appliances to Morphy Richards,” Mr. Ramakrishnan,said. As part of the marketing strategy, Bajaj Electricals is planning to introduce a concept of in-shop branding for ‘Morphy Richards’ brand within 100 premium retail outlets across the country. At present, Bajaj Electricals is in the process of marketing ‘Morphy Richards’ products through 2,000 retail outlets, he added.
Bajaj Electricals is planning to expand its number of retail outlets from 1.25 lakh to 2 lakh

within a year. Besides, in the next two years, the company is also planning to beef up its network from 22,000 retailers to 30,000 retailers,

WATER PURIFIERS OF BAJAJ are

1. Aqua Naturale

2. AQUA LIFE

· LITRE AQUA LIFE

· LITRE SILVER SUPREME

4. MONIBA ANAND ELECTRICAL PVT. LTD. (MA)

Company Profile

Established -1989
Sister concern -ma is a sister concern of waterman industries ltd. Established in 1972
Turnover present turnover of group is 24 crores (us$5.7 million)
Total employees 288
Manufacturing plants

waterman industries ltd.

moniba anand electrical pvt. Ltd.

mbh pumps (gujarat) pvt. Ltd.

mbh electrical pvt. Ltd.

Sales branches 10 sales branches all over india with service centers
Distributors -distributor for western part of india are pulsafeeder electronic metering pump, sole selling distributor for blagdon pump u.k for all over india.

WATER PURIFIER MODELS

U.V. Water Purifier ABS / Deluxe
U.V.Top Small Wonder
U.V. Storage Purifier (No Need of Tap Water Supply)
Online Purifier cum Cooler 'N' Heater
Industrial U.V. Water Purifier

CHAPTER-II

2.1 INTRODUCTION ABOUT THE STUDY

2.1.1 Water Filters & Purification

To begin our search for the right water filter or water purifier, we need to follow these steps:

· Have your drinking water tested, either by professionals or using home test kits. It's a small investment that will pay for itself!

· Identify which pollutants are in your water and the type of purifier that will work most effectively to remove them.

· Decide whether you prefer 'hard' or mineral-free water. Reverse Osmosis and Steam Distiller units remove minerals from water.

· Identify the size of the system you need. Distillation and reverse osmosis products will produce a limited amount of water per day. Other options may run continuously but require filters or cartridges that need replacing periodically. Look at your family's daily volume of water - and double it so that you have enough even in summer seasons.

· Find the best price with the highest reliability and a dependable warranty.

Increasing public awareness of contaminated drinking water is creating an "explosion" in this multi-billion dollar drinking water treatment industry. So many companies throughout India have

come up with drinking water systems and filtration solutions for homes and small businesses. These filters have been used by hospitals, schools, restaurants, Military, foreign embassies, major airlines, etc.There are contaminants that can not be easily or affordably treated by public water treatment plant. Almost everyone that you know will eventually buy a drinking water treatment system of some kind and most of the people that they know will do the same. The Drinking Water Treatment industry is exploding, and industry analysts predict that the industry will grow by 290% by the year 2013.

Importance of Water Purifiers

· What kind of water filter do we need

Water filters are designed to target specific contaminants. We must choose a system according to the contaminants that we’re concerned with. Sometimes these contaminants are easy to detect when their presence is eminent.Common Symptoms for city or community water: taste and odour, chlorine, turbidity or hardness.Common Symptoms for well water: taste and odour, chlorine, turbidity, hardness, iron stains, rotten smell odour (sulfur), green/blue stains (Low Ph), etc

If we have city water, we can request a water quality analysis report at a local water authority. This report should show important aspects to be considered when choosing a water filter like hardness, chlorine level, and turbidity. If we have well water it is recommended that you test your water for contaminants. We can use any in home water test kit or we can have a professional water tester company to test the water. In both cases, city or well water, the safest way is testing your water and see what contaminants are present and what needs to be removed.

· Elimination of chlorine from water

Chlorine can be eliminated by using Carbon Filter Media. It includes carbon media filtration for the elimination of chlorine. Some of them are: under sink dual and triple drinking water systems, reverse osmosis systems, counter top systems, whole house carbon filter, three stage whole house ultraviolet filtration systems, shower and bath filters.

· Elimination of sediments from water

We can use a sediment filter to eliminate sediments (turbidity) from the water. Sediment filter are usually used as the first stage of drinking water filters. We can also use a Multimedia Whole House Backwash filter to eliminate turbidity for the whole house. The multimedia filters are usually installed in well water applications.

· Whole house filter

There are many reasons to have a whole house filter, but one of the most powerful is that we don't just interact with the contaminants in the water by drinking it but through other medias like the direct contact with our skin, the water that we use to cook our foods, to make our ice, to make our home made beverage, even when we are using water for our daily tasks we are exposed to the inhalation of those contaminant.

· Elimination of iron stains from well water

Iron can be found in four different forms:

Ferrous Iron: It is often called "clear iron" and the iron particles are not visible in the water. The iron particle will rust once they interact with air. This form of iron cannot be mechanically filtered from the water. It can be treated by ion exchange using a water softener or water conditioner or a Manganese Greensand Iron Filter.

Ferric Iron: It is often called "red water iron" and the iron particles are visible in the water. The iron particles in this case rust when they are in contact with the water forming solid particles and therefore, they can be mechanically filtered. This form of iron can be treated with a Manganese Greensand Iron Filter or with a Backwash Birm Media Filter.

Bacterial Iron: It is often called "pink water iron" and it may not be visible in the water. However, you may see a reddish/green slime build up where water is kept for period of time like toilets and bathtub. As its name indicates, this form of iron is that which has or has had life. This

form of iron may need to be treated with chlorine before Manganese Greensand Iron Filter or Birm Media Backwash Filter is installed.

Colloidal Iron: Very small oxidized (colloidal size) iron particles are suspended in the water and they may be combined with organic matters which cause them to repel each other. This form of iron is visible in the water and it looks similar to the ferric Iron. Because the iron particles are very small and in suspension, this form of iron is not mechanically filterable. The water needs to be treated with chlorine first so the organic matter bound with the iron particles are eliminated and the iron particles left can flock together in order for conventional filtration to be applied.

· Elimination of bacteria from water

There are several processes that effectively remove or neutralize Bacteria and other microorganisms. The micro filtration is the process of removing particles from 0.1 to 0.0002 micron in size and is extremely effective in removing bacteria, fungal spores, yeast and some viruses since they fall into this size range. The reverse osmosis process belongs to this category. The ultraviolet disinfections are also effective in neutralizing microorganisms. Microbes are destroyed when UV light penetrates the cell wall and cytoplasm membrane and is absorbed by the nucleic acids. The UV energy rearranges DNA molecules and prevents the cells from reproducing. It is then considered dead for all practical purposes. The degree of destruction of microbes is a product of UV intensity multiplied by contact time. The lower end of macro filtration filters that have 0.5 micron filtration capabilities are also effective in removing micro organisms including e-coli bacteria and cyst reduction like Giardia, Crystospordium and Coliform bacteria which falls into this size range.

NEW TECHNOLOGY TO IMPROVE WATER PURIFICATION

· Ultraviolet Filtration Systems

Ultraviolet (UV) technology has been used for more than seven decades to eliminate disease-causing microorganisms, primarily in industrial and commercial applications. Today however, this technology is gaining popularity in the residential sector because:

o It can be applied to almost any water system

o It adds no chemicals to the water

o It wastes no water

o It's inexpensive to maintain

To produce UV energy, electrical current stimulates mercury vapour held between the electrodes of a fluorescent-like lamp. The most commonly used UV lamp is a low pressure mercury vapour lamp with energy output close to 265nm, most effective in killing microbes. Germicidal UV lamps are made with "hard glass" quartz which transmits 92 percent of UV energy far more than alternative materials.

Waterborne diseases may be caused by a wide variety of pathogenic microorganisms. Most are made up of a cell wall, a cytoplasm membrane and a DNA-bearing nucleic acid. Microbes are destroyed when UV light penetrates the cell wall and cytoplasm membrane and is absorbed by the nucleic acids. The UV energy rearranges DNA molecules by permanently altering the genetic makeup and prevents the cells from reproducing. It's then considered dead for all practical purposes. The degree of destruction of microbes is a product of UV intensity multiplied by contact time.

· Activated Carbon Filtration

Activated carbon filtration is an effective method of reducing certain organic compounds and chlorine in drinking water. It can also reduce the quantity of lead, dissolved radon, and harmless taste and odour causing compounds. The following are the principles, processes and requirements of activated carbon filtration systems for the domestic (household) user.

Contaminants removed from water by activated carbon filtration Homeowners are increasingly concerned about contaminants in their water supply that may affect health or cause taste and odour problems. Sources of these contaminants might include solvents, pesticides, industrial wastes or contaminants from leaking underground storage tanks. Contaminants such as benzene, chlorobenzene, trichloroethylene, carbon tetrachloride, methylene chloride and vinyl chloride in drinking water may pose health risks if present in quantities above the EPA Health

Advisory Level (HAL). Activated carbon (AC) filtration can be effective in reducing some of these organic chemicals as well as certain harmless taste and odour producing compounds. During disinfection the reaction of chlorine with organic matter during drinking water chlorination can produce compounds such as trihalomethanes (THMs) as byproducts. These disinfection byproducts may increase the risk of certain cancers. The EPA mandates that public systems have less than 80 parts per billion (ppb) of THMs in their treated water. Activated carbon filtration can be effective in removing chlorine and some disinfection byproducts from drinking water.

In addition, lead from water pipes and joints may be present in water from the tap. AC filtration can reduce lead in drinking water, though another filter medium is commonly used in addition to AC for this purpose. Only very specialized AC filters effectively adsorb heavy metals. Radon, a radioactive decay product of natural uranium that has been related to lung cancer, can be found in some groundwater. Radon gas can also be removed by AC filtration though removal rates for different types of AC equipment have not been established.

The Quality of Water can positively or negatively affect one’s health

Depending on what part of the country one lives in; it is easy to find trace amounts of nitrates, pesticides, heavy metals, radioactive compounds, petrochemicals and parasites coming from the local municipal water supply. The toxins and free radicals in these waters are made significantly more toxic to humans by the addition of chlorine, a compound mandated by the public health department. The Environmental Protection Agency now reports that individuals who drink and bath in chlorinated surface waters (i.e., water from lakes, rivers and shallow wells) have a 50% greater likelihood of getting cancer in their lifetime. Most customers are surprised to learn that one can absorb up to 600% more contaminants in your body in a ten-minute shower than in all the water consumed in a day. Because of such contaminants, two out of every five households now have a water filter or drink bottled water, with no assurance of safety. The problem is that the average customer and even most medical professionals do not know what the best way to treat water is or the best source of water to drink.

Water is said to be the essence of life. Everyone knows that the human body can survive without water only a matter of days. However, today's water supply is either contaminated or wrought with chemicals to prevent contamination. These processes for removing contamination also destroy the original "structure" of water like that found in nature. Nature imparts on water a unique structure that closely interacts with the Earth's natural paramagnetic force. It is this force that gives rivers its oscillating snake-like appearance. It is this structure that gives water "life". Living water is that which has been structured by nature and carries the life-giving force the body needs.

2.2 STATEMENT OF THE PROBLEM

We will be studying the water filter consumers in terms of demographic details (age, occupation, income); Psychographics (purchase decision, perception of competing brands and its

match with their own personality etc). The primary purpose of this project is to examine the factors that affect

Ø The factors which affect the purchase decision

Ø Buying behavior of different segments

Ø In-depth analysis of important attributes, which can help in serving the customers

2.3 OBJECTIVE OF THE STUDY

Ø To understand the customer preferences towards water purifiers.

Ø To know the effective medium which creates awareness about the product

Ø To determine the customer satisfaction level.

Ø To know the key factors which influencing the purchase decision.

Ø To give suitable findings, suggestions and recommendations to further growth of water purifier

2.4 SCOPE OF THE STUDY

The scope of the study is to know the level of satisfaction of customer with respect to product and services of different company’s water purifiers. This study is aiming to know the best marketing strategy. It also aims to know the brand awareness and brand performance for different brands of water purifiers in the market.

2.5 LIMITATION OF THE STUDY

Ø Sample size has been restricted for convenience purpose.

Ø Personal biases may affect the accuracy of the data.

Ø Finally the study is time bound and does not respond to changes in the market, prices of current brands and introduction of new brands, therefore it may loose it authenticity over a period of time.

2.6 REVIEW OF LITERATURE

Ø Earlier definitions of brand image are presented in broad terms by Dobni (1990) who put forward the following writers understanding of brand image. Newman stated it as “everything the people associate with the brand” (1957). Reynolds (1965) confirms that an image was centered on drawing a few key beliefs from a vast variety of sources, thus creating your own impression based on the brand. Herzog’s concurs that brand image was “the sum of the total impressions.”(1973). Indeed, such definitions all concur together; echoed by the words of Levy who stated that “a brand image is a constellation of pictures and ideas in people’s minds that sum up their knowledge of the brand and their main attitudes towards it” (1978). A more recent insight into brand image was added by Woodside who “defined image as the degree of positive or negative affect associated with psychological object” (Reid, 2001).

Ø From these definitions a clear trend is appearing with regard to the perception of brand image with key figures around the mid-nineteen hundreds, supporting a collective view that an individual takes in a collaboration of ideas that the company puts forward as a representation of themselves. This allows them to draw a clear conclusion of a company from a few certain points which strike a cord with the individuals.

Ø According to Tyler (1957), there are three approaches to brand image: Subjective, Objective and Literal. The first type, is a subjective image, this is when a potential customer hears or sees the brand name/logo and feel obliged to purchase the product or service, despite a lack of understanding as to why this is the case. The case simply relates to how the brand is perceived as significant to an individual’s self-consciousness. The second type of brand image is the objective form which is the attempt to generate an emotional need for the product, leaving you with the feeling that you need to purchase the product so as to satisfy this need. The third is literal image, i.e. a logo which represents a company. This implies that upon seeing this picture/logo, the name of the company does not need to be uttered as the picture tells the consumer the whole story e.g. Nike with the tick or McDonalds with the golden arches. Evidently, the approach used to obtain and sustain a brand image will vary upon several factors as reflected by the analysis presented by Tyler.

Ø Oxenfeldt and Swann’s idea was that the brand image should allow the company to establish its position within its market segment, protecting it from competition, thus allowing them to build upon this with market share growth (Park et al, 1986).Moreover Park et al (1986) put forward in Bhat’s article that the importance of establishing a brand image relevant to its market segment in which it is based, is significant so as to ascertain a strong brand position, help create a barrier to entry for potential competitors: thus raise the brands performance in the market.

Ø Further, Meenaghan stated that “at the product/brand level the components of identity are in effect the elements of the marketing mix, which combine to form the image of the brand in the mind of the consumer” (1995). From this, it is clear that to gain a strong brand image, one needs to exploit all areas of the marketing mix to achieve what Oxenfeldt and Swann stressed and that brand image is the key component in establishing market dominance. Also, Krishman (1996) in Faircloth’s assessment with the aid of the Landor survey discovered that there is a strong correlation between brand equity and brand image. The stronger the brand equity, the stronger the brand image and vice versa.

Ø Reid’s (2001) understanding of brand image concerns the product of interaction involving the consumer’s specific experience with a certain brand, helped by advertising which reveals how the brand is to be understood and used, predominantly for brands that contend at parity. Another contemporary understanding of brand image was put forward by Hsieh (2002), who felt that building a brand image based on the identified benefit-based image dimensions consisted of a set of benefit brand associations. This helped consumers understand with clarity what a brand can do for them-symbolically, economically, sensorial or as a utility. White and Hsieh (2002) seem to recognize the key importance that advertising plays in promoting the elements of a brand image thus differentiating the brand from rival brands, giving them a competitive advantage.

2.7 RESEARCH METHODOLOGY

INTRODUCTION

Research methodology prepares the investigator to adopt techniques and tools to neutralize the description, explanation and justification of various methods of continuing research. In this section the researcher attempts to study the Consumer Preferences in buying Water Purifiers. Research methodology contains the research design, universe, tool of data collection, method of data analysis, period of study, pre-test etc

Research design

The research design used in the study was descriptive study.

Universe

This study was conducted in Kottayam city. The total population was above 200000. Among the total population the researcher collected 100 samples for the study.

Primary data

The primary data was obtained by personal interviews at Kottayam district through questioners.

Secondary data

Secondary data collected by books journals, company past record & Internet.

Sample method

In this given project, simple random sample was used. Here, the survey was done by filling the questionnaire from the randomly selected customers out of the list of population of customer database. The sample size was fixed as 100.

Method of analysis:

The steps involved during the given project are as follows:

Questionnaire was prepared considering the objectives of the study, Survey was conducted by meeting the customers of the company from the questionnaire; table and graphs have been

prepared which are analyzed in the next chapter. From the analysis conclusions and suggestions were drawn.

Pilot survey

The researcher conducted a pilot study before the data collection. The researcher visited the organization and discussed with the authority of the organization before the data collection.

Pretesting

To test the efficiency of the tool of data collection, a pretest was conducted among ten respondents. As per the feedback received, necessary modifications were made.

Method of data analysis

After collecting the data using questionnaire the researcher transferred the data into coding sheet. Later the data were tabulated into simple table and analyzed with the help of statistical tools like chi-square, correlation and interpreted data.

Period of study

The duration taken by the researcher for the data collection and analysis regarding the brand image of Eureka Forbes Ltd, Kottayam for three months from 28-3-2010 to 20-5-2010.

21 CHAPTER-3

DATA ANALYSIS AND INTERPRETATION

Table 1

The age-wise breakup of the sample size.

Age	No. of Respondents
20-30	33
30-40	39
40-50	17
50 and above	11
Total	100

Source: Primary Data

Graph 1

Inference:

From the above graph we can infer that most of the consumers are influenced by the family members and their health, considering their stage in the family lifecycle. i.e. age group 30-40 yrs and 20-30 years. The age group 20-30 years may also imply a new earning member in the family.

Table 2

Qualifications of the customers

Qualification	No. of Respondents
S.S.L.C	38
Under Graduate	44
Post Graduation	18
Ph.D	0
Total	100

Source: Primary Data

Graph 2

GRAPH SHOWS EDUCATION OF RESPONDENTS

Inference:

Here we can observe that the level of education has a role to play in the purchase decision considering that most of the consumers are graduates. Thus social and health awareness plays a part in the buying behavior of the consumers.

Table 3

Occupations of the customers interviewed

Occupation	No. of Respondents
Govt. Officials	12
Pvt officials	29
Own business	55
Retired	4
Total	100

Source: Primary Data

Graph 3

Graph shows Occupations of the customers interviewed

Inference:

It is clear that the majority of the consumers were those having their own business and the people working in private companies came second. We can imply that their job status has a part in the buying decision.

Table 4

Income levels of the customers interviewed

Income group in Rs.	No. of Respondents
1000-5000	11
5000-10000	33
10000-20000	41
20000-30000	13
More Than 30000	2

Source: Primary Data

Graph 4

Inference:

We can observe that the high income levels do not mean that the consumers are ready to spend. But the consumers in the income bracket of Rs 5000 – Rs 20000 per month are the most likely to buy.

Table 5

Customer’s preference and usage of water purifiers

Company name	No. of Respondents
Eureka Forbes	42
Kenstar	31
Moniba	6
Usha	8
Resiline	4
Bajaj	5
Others	4

Source: Primary Data

Graph 5

GRAPH SHOWS PREFERENCES OF WATER PURIFIER

Inference: Customers’ preference lies towards Eureka Forbes and almost all the customers preferred it. This also shows the trust and brand image the company commands. Kenstar came a close second while the others are almost unknown to the market.

Table 6

Features affecting the purchase decision of water purifier

Sl.No	Features	No. of respondents
1	Quality	18
2	Brand name	16
3	Availability	18
4	Price	18
5	Packaging	13
6	After sales service	17

Source: Primary Data

Graph 6:GRAPH SHOWS RESPONDENTS OPINION ON FEATURES THAT ARE CONSIDERED WHILE PURCHASING “WATER PURIFIER”

Inference:

All the customers said that quality, availability and price are the most important features that they considered while purchasing a water purifier. The next important features mentioned are after sales services, brand name and packaging. Since the customers regarded quality as an important feature while purchasing a water purifier, they were asked if they checked for the ISI mark before purchasing a product

Table 7

The familiarity of the water purifiers

Company	No. of Respondents
Eureka Forbes	44
Kenstar	34
Moniba	6
Usha	7
Resiline	4
Bajaj	5

Source: Primary Data

Graph 7

GRAPH SHOWS FAMILIARISED WITH SOME OF THE WATER PURIFIERS

Inference:

More than 75% of customers familiarized with Eureka Forbes and Kenstar

Table 8

Respondents’ preferences for source of information about water purifier

Sl.No	Mode	No. of Respondents
1	Through advertisement	21
2	Relatives	12
3	Through word of mouth	23
4	Through sales executives	41
5	Company image	3

Source: Primary Data

Graph 8

Inference:

Around 41% of customers prefer sales executives as the best source for getting information about the water purifiers. Behind their minds, they think that they can get answers for every question through this source. Word of mouth and Advertisement also can be good source of information.

Hypothesis:

H0 – sales executives are the most important source of information. (50% of customers find out about product through sales executives.)

H1 – sales executives are not the most important source of information.

Analysis:

Z = - /

Z = 0.41-0.5/ h(0.5*(0.5)/100)

Z = -1.8

I z_cali < z^k _0.025^=1.96

Value is significant enough to say that ho is acceptable.

Inference:

It is significant that sales executives are the most important source of information (50% of customers find out about product through sales executives.)

Table 9

Some of the main criteria while choosing water purifier

Sl.No	Products	No. of Respondents
1	Price	26
2	Discount sales	24
3	Various scheme	22
4	Brand name	28

Source: Primary Data

Graph 9

CHART SHOWING MAIN CRITERIA CHOOSING “WATER PURIFIER”

Inference:

All customers said that the main criterion for choosing a product was the price of the product and the discounts being offered.28% of the customers felt that brand name was important while choosing the product.22% said that their choice depended on the various schemes that were being offered to the customers by the companies. Indians are price sensitive. Therefore, purchasing decisions are mainly driven by considerations of prices and discounts.

Table 10

Preferences of schemes during festival season.

Sl.No	Products	No. of Respondents
1	Discount facility	26
2	Installment facility	25
3	Credit facility	26
4	Others	15

Source: Primary Data

Graph 10 GRAPH SHOWING PREFERENCES OF SCHEMES DURING FESTIVAL SEASON”

Inference:

Most of the customers believe that discount facility during festival season is the best scheme. All customers said that they would like to have discount facilities offered to them during festival seasons. 97% and 96% of the customers wanted credit facilities and installment facilities being offered during festival seasons.

Table 11

Customer knowledge about a sales promotion scheme

Company	No. of Respondents
Eureka Forbes	45
Kenstar	31
Moniba	8
Usha	9
Resiline	3
Bajaj	4

Source: Primary Data

Graph 11

Graph showing Customer knowledge about a sales promotion scheme

Inference:

More Advertisement needs to be done to inform the consumer about the festival schemes or other sales promotion especially by the companies other than Eureka Forbes and Kenstar.

Table 12

Customers’ purchase of the water purifier

Company	No. of Respondents
Eureka Forbes	44
Kenstar	33
Moniba	6
Usha	7
Resiline	3
Bajaj	4
Others	3

Source: Primary Data

Graph12

Inference: 44% of customers bought the Eureka Forbes product, 33% of customers bought Kenstar product. This implies the other players in the market have to market their products more aggressively and need to look into getting more publicity for their products.

Hypothesis:

H0 – Eureka Forbes controls 50% of the market (ho: p=0.5)

H1 – Eureka Forbes does not control 50% of the market

Analysis:

Z = - /

Z=0.44-0.5/ h(0.5*(0.5)/100)

Z=-1.2

I z_cali < z^k _0.025^=1.96

Value is significant enough to say that ho is acceptable.

Inference:

It is significant that Eureka Forbes controls 50% of the market

Table 13

Customers who bought in festival Season

Sl.No	No. of Respondents
Sl.No	Yes	No
1	49	51

Source: Primary Data

Graph 13

Inference:

Only 49% of the customer bought the product in festival season, which means more advertisement is needed for festival schemes and still better offers need to be devised by the companies to take advantage of the festive season.

Hypothesis:

H0 – 50% of customers bought in the festive season (ho: p=0.5)

H1 – 50% of customers have not bought in the festive season

Analysis:

Z = - /

Z=0.49-0.05/ h(0.5*(0.5)/100)

Z=-0.2

I z_cali < z^k _0.025^=1.96

Value is significant enough to say that ho is acceptable.

Inference:

It is significant that 50% of customers bought in the festive season

Table 14

Respondents’ preferences of sources for buying water purifiers

Sl.No	Mode	No. of respondents
1	Dealer	36
2	Direct sales	41
3	Retail shop	23

Source: Primary Data

Graph 14

Inference:

41% of the respondents prefer direct sales as the best source for buying water purifiers, followed by dealers at 36%. Hence the companies need to concentrate more on direct sales than on any other mode of sales.

Hypothesis:

H0 – 50% of customers buy through direct selling (ho: p=0.5)

H1 – 50% of customers do not buy through direct selling

Analysis:

Z = - /

Z=0.41-0.5/ h(0.5*(0.5)/100)

Z=-1.8

I z_cali < z^k _0.025^=1.96

Value is significant enough to say that ho is acceptable.

Inference:

It is significant that 50% of customers buy through direct selling

CHI-SQUARE TEST

Null Hypothesis H0 :

There is no significant relation between Mode of buying and the source of information.

Alternative Hypothesis H1:

There is a significant relation between Mode of buying and the source of information.

Analysis: Cross tabulating table -8 and table-14

Table 8

Sl.No	Source	No. of Respondents
1	Through advertisement	21
2	Relatives	12
3	Through word of mouth	23
4	Through sales executives	41
5	Company image	3

Table -14

Sl.No	Mode	No. of Respondents
1	Dealer	36
2	Direct sales	41
3	Retail shop	23

Observed Frequency:

Particulars	Dealer	Direct sales	Retail shop	Total
Advertisement & company image	12	8	4	24
Relatives	5	5	2	12
Through word of mouth	7	5	11	23
Through sales	12	23	6	41
Total	36	41	23	100

Expected Frequency:

Particulars	Dealer	Direct sales	Retail shop	Total
Advertisement & company image	8.64	9.84	5.52	24
Relatives	4.32	4.92	2.76	12
Through word of mouth	8.28	9.43	5.29	23
Through sales	14.76	16.81	9.43	41
Total	36	41	23	100

Chi Square Test=Χ2=^K ∑ _i=1 (Oi-Ei)2/Ei

Oi=observed number of cases categorized in the ith category

Ei=expected number of cases in the ith category under Ho

K=the number of categories

Degrees of freedom= k-1(single sample)

Degrees of freedom= (r-1) (c-1) (two sample)

= (4-1) (3-1)

= 6

Table value at 5% level of satisfaction is 12.59

O	E	(O-E)²	(O-E)²/E
12	8.64	11.29	1.3
8	9.84	3.39	.34
4	5.52	2.31	.42
5	4.32	.46	.1
5	4.92	.08	.016
2	2.76	.58	.21
7	8.28	1.64	.198
5	9.43	19.62	2.08
11	5.29	32.6	6.16
12	14.76	7.62	.52
23	16.81	38.32	2.28
6	9.43	11.76	1.25
			14.874

Χ2 CAL =14.8722955

Χ2 6, 0.05 =12.59

Therefore Χ2 CAL > Χ2 6, 0.05

Therefore Value is significant enough to say that H1 is acceptable.

Conclusion:

Mode of buying is influenced by the source of information

From the table it is clear that the sales executives’ affect the buying behaviour.

Table 15

Mode of payment

Sl.No	Customer Payment Mode	No. of Respondents
1	Cash	36
2	Cheque	27
3	Installment	14
4	Credit card	23
5	Credit	0

Source: Primary Data

Graph 15

Inference:

36% of the customer purchased through cash and 27% purchased through cheque.

Table 16

Customers’ opinion regarding the pricing of the water purifier.

Sl.No	Price Tag	No. of Respondents
1	Very high	59
2	Reasonable	34
3	Low	7

Source: Primary Data

Graph 16

Inference:

34% of the customers felt that the prices of the purifier were reasonable, 7% opined that the prices were lower as compared to the other similar products available in the market. However, 59% of the customers said that the prices of water purifier were high. This shows the price sensitivity of the customers interviewed. Hence cost cutting has to be thought of seriously by the companies involved.

Table 17

Satisfaction level of customers with the overall performance of water purifier.

Sl.No	Satisfaction	No. of Respondents
1	Extremely satisfied	33
2	Very much satisfied	46
3	Satisfied	21
4	Dissatisfied	0
5	Very bad	0

Source: Primary Data.

Graph 17

Inference:

More than 46% customers are very much satisfied with the product and followed by exceptionally satisfied 33%. This means that the customers are happy about their purchase and thereby are assured of the quality of the product. This could result in good opinion to other prospective buyers through word of mouth.

Table 18

Relationship with the company executives

Sl.No	Satisfaction	No. of Respondents
1	Excellent	0
2	Good	39
3	Average	61
4	Fair	0
5	Poor	0

Source: Primary Data.

Graph 18

Inference:

Majority of the customers interviewed rate the relationship as “average”. Since direct sales are one of the most preferred modes of purchase, the relationship needs to be improved.

Table 19

The effectiveness of the competitors in advertising the products

Company	No. of Respondents
Eureka Forbes	57
Kenstar	25
Moniba	3
Usha	6
Resiline	3
Bajaj	6

Source: Primary Data

Graph 19

Inference:

Kenstar is the main competitor for the market leader Eureka Forbes. but the competition from the rest of companies seems to be non-existent.

Table 20

Customers’ preferences of frequent visits by company’s sales personnel

Sl.No	Contact from company personnel	No. of Respondents
1	Monthly	2
2	Quarterly	22
3	Half yearly	49
4	Yearly	27

Source: Primary Data

Graph 20

Inference:

49% of the customers think that quarterly visit by the sales personnel is better, followed by 27% for yearly.

Table 21

Satisfaction with companies after sales service

Sl.No	Satisfaction with companies after sales services	No. of Respondents
1	Exceptionally satisfied	0
2	Very much satisfied	34
3	Satisfied	61
4	Dissatisfied	4
5	Very bad	1

Source: Primary Data

Graph 21

Inference:

More than 50% customers are satisfied with the product and after sales service, followed by unsatisfied 23% of the customers. There is still scope for improvement in after sales service.

Table 22

The classification of the respondents based on the expected time within which repair has to be done.

Sl.No	Attending repairs	No. of Respondents
1	24 hrs	40
2	72 hrs	35
3	Week	16
4	Fortnight	9
5	Month	0

Source: Primary Data

Graph 22

Inference:

In case of any problem in water purifier, majority of the respondents i.e. 40% prefer to get the water purifier repaired within 24 hrs. It is quite understood that customers always look for quicker responses.

Table 23

Changing of water filters which is prescribed by the company

Changing Of Water filters	No. of Respondents
	Yes	No
	23	77

Source: Primary Data

Graph 23

Inference:

Only 23% of the customers change the water filters as prescribed by the company. Hence customers need to be educated more about the importance of changing the filters and the ill effects of not changing it.

Table 24

Customers propose to change the purifiers after

Sl.No	Propose to change after	No. of Respondents
1	2 years	0
2	3 years	3
3	5 years	31
4	10 years	66
5	Not required	0

Source: Primary Data

Graph 24

Inference:

66% of the customers propose to change after 10 years and 31% customers propose to change after 5 years. We can conclude that customers do not prefer to change the water purifier early. They look at it as durable product. The more enduring the better.

Table 25

Post purchase behaviour of customers

Sl.No	Post purchase experience	No. of Respondents
1	Excellent	6
2	Good	88
3	Average	6
4	Fair	0
5	Poor	0

Source: Primary Data

Graph 25

Inference:

Majority of the customers interviewed rate the purifier as “good”.

This indicates that water purifier is performing well and getting good response from the customers.

CHAPTER-IV

FINDINGS & SUGGESTIONS

4.1 SUMMERY OF FINDINGS

The study was undertaken with an objective to provide an insight on water purifier provided by many companies and the main objective is to find customer preferences and buying behaviour of water purifier.

In the course of carrying the study the following aspects were observed:

v By thorough investigation it was found that a direct sale is the most effective source of selling water purifiers.

v Nearly 41% of respondents were in the income group of 10000 to 20000 per month.

v Majority of respondents chose information from sales executives and Word of mouth played an most important role in purchasing the water purifier

v More than 80% of the respondents feel that the main feature which were considered while purchasing the products were quality, price and brand name.

v Majority of sales executives prefer direct sale as the best strategy because in this strategy they can directly reach out the customer and can create the awareness of the product by answering their queries and giving information about products.

v It is found that only direct selling is not enough because selling through dealership is also more effective and efficient.

v It is found that festival seasons does not affect the sale of water purifier

v Majority of the customers prefer discount facility scheme as the best scheme if they get any schemes in festival season.

v More than 80% of customers were satisfied with overall performance of water purifiers.

v It was found that the company’s sales personnel meet the complaints within 24 Hrs. which is a challenging service.

v Companies are adopting different modes of attraction

v Companies should increase Research and Development activities because customers are looking for modern and latest technology and different designs in the products.

v More than 90% of the respondents feel that quality of the product is good.

v More than 40% of the respondents feel that overall performance of the water purifier is very much satisfactory.

v In purchase of a product or service, there are few influential people who influence the buyers’ decision making. This question helps us to find the people who will influence the purchasing. It is clear from the table and graph that Advertisement, Discount sale, direct sale etc. are the front-runners in influencing the decision-making process.

v More than 85% of respondents were satisfied in their post purchase behavior.

v Most of the respondents were available at different times due to their busy work but they were helpful in the completion of my project in a successful way.

4.2 SUGGESTIONS

v Only Eureka Forbes is following direct sales as the best strategy for their marketing. This marketing strategy has been very effective but other companies also need to follow and every company should concentrate more on direct selling and dealership marketing which increases the awareness and importance of water purification.

v Indian customers generally make higher purchases during festival seasons; hence the companies should give package deal to increase the sales.

v Companies should consider manufacturing of water purifiers for lower middle class families that is at a price which is affordable.

v Among all the promotion schemes, customers prefer discount scheme as the most effective one so companies should offer the scheme at least once in a year.

v Companies should concentrate more on advertisement both through print and electronic media which would help to increase awareness program on health and hygiene.

v There should be periodic meeting with prospective customers, which would help in customer loyalty.

v The company should go for promotional campaigns in schools, colleges, hospitals, religious places, and meeting halls for creating positive awareness of safe purified drinking water.

v Companies should participate in social service and thereby gain publicity.

v Sometimes it may be hard to believe the reasons the customer has given for his satisfaction or dissatisfaction conditions. So companies may conduct market research periodically at least once in six months.

v Companies should participate in trade fairs and customer fairs doing which will increase the sales and brand awareness among the mass which definitely influences the buying of water purifiers.

v Companies should think of marketing strategy for boosting export and increase market share.

v Customer must be communicated at every stage of sales encounter because better communication gives better results

v Price of the water purifier is an important factor for the customer value and also competition, organization has to impact necessary care to give discounts and gain competitive advantage.

v Giving the customers better financial options would increase the sales

v Companies have not been into much of promotional activities, it is time to promote in better manner to position itself in the minds of customers

v Customer feedback and suggestions should be given first priority to increase customer loyalty.

CHAPTER-V

5.1 CONCLUSION

ü For a company to create a leadership atmosphere in a nation where everyday a new competitor will come to light is a very difficult and committed task.

ü When it comes to marketing strategy and brand awareness used by Eureka Forbes particularly towards the water purifier, it is very effective and dependent on one source i.e., direct sales

ü Nowadays dealership marketing is becoming more popular and less risky as compared to the direct selling because in the latter the company will take every risk to attract customers and to maintain the good relationship and loyalty, but in case of dealership this responsibility partly decentralizes among company and dealers.

ü Companies should also concentrate on dealership because it has to send its product to such a place where direct selling is not possible and direct control cannot be done. So it should concentrate on different channels of marketing.

ü Many companies are still concentrating only on upper/upper middle class but not on lower middle class which can provide a large market if they have a water purifier within their reach.

ü In India the importance of purified water is not understood by the people except educated society, so the companies should do everything to fill up this information gap so that it can have a potential market as well as a social satisfaction.

ü More concentration towards after sales service needs to be implemented.

ü Still quality has to be increased with 100% safe and free to drink water with Economical price.

APPENDIX

QUESTIONNAIRE

Please tick all that is applicable to you

1). NAME:___________________________

2). ADDRESS:________________________

3). AGE

20-30 years	30-40 years	40-50 years	50 & above

4). QUALIFICATION

S.S.L.C	Under Graduate	Post Graduate	Ph.D

5). OCCUPATION

Govt. Employee	Private Concern	Own business	Retired	Student	Others

6). INCOME GROUP PER MONTH

Nil		1000-5000
5001-10000		10001-20000
20001-30000		More than 30000

7) What purifier do you prefer and use?

Eureka Forbes Kenstar Moniba

Usha Resiline Bajaj

Other Specify.......................

8). What are the features considered by you while purchasing

Water Purifier

Quality Brand name Packaging

Quantity Availability Price

After sales services Others_________

9). Which of the Water Purifiers are you familiar with

Eureka Forbes Kenstar Moniba

Usha Resiline Bajaj

Others Specify____________

10). How did you first come to know about Water Purifier

Through Advertisement Relatives Company Image

Through word of mouth Through sales executives

Others__________

11). What are the main criteria for choosing a Water Purifier

Price Discount sales various schemes

Brand name others Specify______________

12). Do you think company should provide attractive schemes during festival season

Yes No

If yes, which scheme do you prefer?

Discount facility Installment facility Credit facility others

13). Do you think any company has such sales promotion scheme

Yes

If yes then

Which company_________________

14). Which water purifier you purchased?

Eureka Forbes Kenstar Moniba

Usha Resiline Bajaj

Others Specify____________

15). Did you buy in festive season?

Yes No

16). How did you buy the water purifier

Dealer Direct sales executive Retail shop

17). How did you pay

Cash Installment Credit cheque

18). What do you feel about the price tag of the water purifier

Very high Reasonable Low

19). Are you satisfied with the overall performance of the water purifier

Extremely satisfied Very much satisfied

Satisfied Dissatisfied Very Bad

20). How is the relation ship with the company executives?

Excellent Good Average Fair Poor

21). Which company gives maximum advertising support?

Eureka Forbes Kenstar Moniba

Usha Resiline Bajaj

Other Specify.......................

22). Do you think visit/telephone by the company’s personnel for routine check up is necessary?

Yes No

If Yes, how frequently?

Monthly Quarterly Half Yearly Yearly

23). Are you satisfied with the companies’ after sales services?

Extremely satisfied Very much satisfied Satisfied

Not satisfied Very Bad

24). When does company attend to your repairs? Within

24 Hrs 72 Hrs Week Fortnight Month

25). Do you change the filter as prescribed by the company?

Yes No

26). When do you propose to change the purifier? After

2 years 3 years 5 years 10 years not required

27). What is your post purchase experience about the water purifier?

Excellent Good Average Fair Poor

REFERENCE

A. Books & Journals

1. C.R. Kothari (2009).Research Methodology, 2^nd edition, New Age International (P) Limited, New Delhi.

2. S. P. Gupta (2008).Statistical Methods, 37^th edition, Sultan Chand & Sons, New Delhi.

3. Michael R. Czinkota & Llkka A. Ronkainen (2008). International Marketing, 4^th edition, Change Learning India Private Limited, New Delhi.

4. U. C. Mathur (2008).Brand Management,. 2^nd edition, Rajiv Beri for Macmillan India Limited, New Delhi.

5. Leon G. Schiffman & Leslie Lazar Kanuk (2007). Consumer Behavior, 9^th edition, Dorling Kindersly (India) Pvt. Ltd, New Delhi.

B. Websites

CONSUMER PREFERENCES TOWARDS WATER PURIFIERS.

Sunday, 19 February 2017

CONSUMER PREFERENCES TOWARDS WATER PURIFIERS.

CHAPTER-I

Present Status of the Organization

2.1 INTRODUCTION ABOUT THE STUDY

2.1.1 Water Filters & Purification

2.3 OBJECTIVE OF THE STUDY

21

CHAPTER-3

DATA ANALYSIS AND INTERPRETATION

GRAPH SHOWS EDUCATION OF RESPONDENTS

4.2 SUGGESTIONS

QUESTIONNAIRE

Through Advertisement Relatives Company Image

Very high Reasonable Low

Extremely satisfied Very much satisfied

Satisfied Dissatisfied Very Bad

Excellent Good Average Fair Poor

Extremely satisfied Very much satisfied Satisfied

Not satisfied Very Bad

Excellent Good Average Fair Poor

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