Water Purifier Consumer Profile and Perception

TO STUDY THE CONSUMER PROFILE OF PEPOLE USING DIFFERENT DIFFERENT TYPES OF WATER PURIFIERS

Submitted in the partial fulfillment of the degree of Post Graduate Diploma in Business Management Submitted By Vishal Kumar Singh PGDM 2 nd Semester, 2010-12

INSTITUTE OF PRODUCTIVITY & MANAGEMENT, MEERUT

INSTITUTE OF PRODUCTIVITY PRODUCTIVITY & MANAGEMENT, MEERUT

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ACKNOWLEDGEMENT

I am very gratefully thanks to IPM Meerut that gave me the opportunity to do a market survey to analyze about the market and to utilize the skill and knowledge on this project.

I would like to show our gratitude to Resp. Mr. V. S. SOLANKI SIR , for providing , on us with the golden opportunity to prepare an intellectual report , CONSUMER

PROFILE

OF

PEPOLE

USING

DIFFERENT

TYPES

OF

³THE WATER

´ in Meerut region. PURIFIERS ´

I am grateful to Resp. Mr. V. S. SOLANKI SIR , for guiding us to prepare an aesthetic report during winter training with the proper information and knowledge of research methodology. Without his kind support it would have been difficult for us to complete the project , so meaningful and interesting in a short period of time.

I would like to thank the respected faculty members , library staffs , and seniors of Institute of Productivity & Management, Meerut for providing us such a valuable guidelines , ideas and intellectual support in order to complete this winter project. I would also like to thank the people for their warm response and great support in order to prepare the t he report aesthetic and meaningful.

Thank You


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PREFACE E very very research is to achieve certain solution to a research problem. If there is

no problem then , the meaning of research is of no use. The research problem that I was supposed s upposed to deal with was the profile p rofile of consumer using the different types of water purifiers. The research is based upon certain objectives. The sample unit taken was mainly the middle class households in Meerut regions. Research is a feedback that any organization sought for t he purpose of effective , , model policy and decision making. It is the systematic problem analysis

building & fact finding for the purpose of important d ecision-making ecision-making & control in in the making of goods and services. Winter project is a part of our curriculum so that we get exposed to the practical side our theoretical know-how. This is basically designed to the real life situation. In this training program , the students use their academic knowledge practically which sharpens the decision making abilities of MBA graduates. For developing managerial and administrative skills of potential managers it is necessary that theoretical knowledge must be supplemented with exposure to real life business environment. In brief we can say that this project gives a chance to apply what we have learnt till now and to apply this knowledge in real life situation.

Place: - Meerut Vishal Kumar Singh


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DECLARATION

I hereby declare that the project titled ³ To study the consumer profile of people using different types of water purifiers´ done in Meerut region. This is

submitted by me as a part of our curriculum in partial fulfillment for the award of the ³Post Graduate Diploma in Management (PGDM) ´ from Institute of Productivity & Management , Meerut approved by A.I.C.T.E .

Date: Place:


vishal Kumar Singh

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Table of Contents INTODUCTION TO CONSUMER PROFILE .......................... ................................ ...... ......................... ................................ ....... ........................... ............................. .. 6 WATER PURIFIERS COMP ANY PROFILE ........................ ................................ ........ ...................... ................................ .......... ........................ .............................. ...... 9 OBJECTIVE OF THE STUDY ................... ................................ ............. ...................... ................................ .......... .......................... ................................ ...... .................. .................. 14 RESEARCH METHODOLOGY ...................... ................................ .......... ................... .............................. ............. .. ....................... ................................ ......... ................. ................. 15 DATA COLLECTION.................. COLLECTION............................ .............. .... ....................... ................................ ......... .................... ................................ ............ .................... .............................. ............ .. . 16 DATA ANALYSIS ........................... ............ .................... ..... ......................... ........... ..................... ....... ........................ ............. ................... ........ ........................ ........ ....... 18 RESEARCH FINDINGS ......................... ................................ ....... ....................... ................................ ......... ....................... ................................ ......... .................... ............................ ........ 38 RECOMMENDATION AND SUGGESTIONS .............................. ................................ .. ........................... ................................ ..... ....................... .......................... ... 39 CONCLUSION ................................ ................................ ................................ ................................ ........... 40 LIMITATION OF THE STUDY ................... ............................... .............. ..................... ............................... ............ ....................... ................................ ......... ................. 41 BIBLIOGRAPHY ................................ ................................ ................................ ................................ ....... 42 QUESTIONNAIRE FOR THE SURVEY ................................ ................................ ................................ ... 43 Annexure-1 ................................ ................................ ................................ ................................ ............. 43


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INTODUCTION TO CONSUMER PROFILE , geographic , and Consumer profile is the description that includes demographic , , buying pattern , creditworthiness , psychographic characteristics

purchase

history of consumer. PSYCHOGRAPHIC PROFILE²

Psychographic profiles are used in relation to marketing segmentation and advertising. A psychographic profile of a group of people will reflect common activities , interests and opinions (AIO) as well as attitudes and values of those people. In this buyers are divided into different groups on the basis of personality personality traits , lifestyle , or values. This AIO iincludes:ncludes:

ACTIVITIES

INTERESTS

Work

Family

Themselves

Hobbies

Home

Social issues

Social events

Job

Political

Vacation

Community Community

Business

E ntertainment ntertainment

Recreation

E conomics conomics

Community

Fashion

E ducation ducation

Shopping

Food

Products

sports

Media

Future

Club membership

Achievement

Culture

OPINIONS

DEMOGRAPHIC PROFILE²

Marketing researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a , typical member of each of these segments. Once these profiles are constructed

they can be used to develop a marketing strategy and marketing plan. The five types of demographics demographics in marketing are:INSTITUTE OF PRODUCTIVITY PRODUCTIVITY & MANAGEMENT, MEERUT

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y

y

Location

Age range

y

Gender

y

Race or ethnic identity

y

Income range

y

E ducation ducation level

y

Social and/or religious affiliations affiliations

PROFILE OF INDIAN CONSUMER²

The recent years have witnessed rapid transformation and vigorous profits in Indian retail stores across various categories. This can be contemplated as a result of the changing attitude of Indian consumers and their overwhelming acceptance to modern retail formats. The Indian consumption patterns are slowly converging with global norms. The Indian consumer is now spending , entertainment , vacations and lifestyle more on consumer durables , apparel , clothing and restaurant dining are categories related activities. E ntertainment ntertainment

that have been witnessing a maximum rise in consumer spending since 2002. The market is growing at a steady rate of 11-12 percent and accounts for around 10 percent of the country's co untry's GDP. One of the key reasons for the increased consumption is the impressive growth of the middle class. Around 70 per cent of the total households in India reside in the rural areas. The total number of rural household is expected to rise from 135 million in 2001-02 to 153 million in 2009-10. This presents the largest E AR , the potential market in the world. According to the study conducted by NC E

number of `lower middle income' group in rural areas is almost double as compared to the urban areas , having a large consuming class with 41% of the Indian middle class and 58% of the total disposable income. WATER PURIFIERS IN INDIA²

Clean drinking water is a huge problem in India. The water that comes through the tap is often salty and is contaminated. So , selling water purifiers is a big market in India. Companies are advertising heavily on television to grab the INSTITUTE OF PRODUCTIVITY PRODUCTIVITY & MANAGEMENT, MEERUT

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market share. People often don¶t comprise when it comes to the safety of their family and so are willing to spend a month¶s wage on buying b uying water purifiers. There are different varieties varieties of water purifiers of different companies like:y

Aqua guard

y

Pure it

y

K ent ent

y

E ureka ureka Forbes

y

Aero

y

K en en star

y

Aqua sure


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WATER PURIFIERS COMPANY PROFILE , Aqua sure and Pure it water Basically in this survey we focus on Aqua guard

purifiers. Company profile of Pure it²

, a Pure-it is the world¶s most advanced in-home water purifier. Pure-it ,

breakthrough offering of Hindustan Unilever since 2004 , provides complete , unmatched protection from all water-borne diseases

convenience

and

affordability. Pure-it has been developed using the technology named Sustained , by a team of hundred Indian and international Chlorine Release Technology

experts from Hindustan Unilever and Unilever Research Center. Pure-it as a water purifier removes visible and invisible dirt¶s , and using chlorine release technology kills all harmful viruses and bacteria and removes parasites and pesticide impurities from water and gives as safe as boiled water. It assures cent percent protection of a family from all water born diseases such as jaundice , diarrhea , typhoid and cholera. Pure-it not only renders water microbiologically safe , but also makes the water clear , odorless and good tasting. Pure-it in-home purification system uses a four stage purification process to ´ without the use of electricity and pressurized deliver ³as safe as boiled water ´

tap water. The stages that pure-it uses are-


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y

Micro-fiber Micro-fiber Mesh ± Removes Removes visible dirt. dir t.

y

, harmful parasites & Compact Carbon Trap ± Removes remaining dirt ,

pesticide impurities. y

Germ-kill Processor ± Using 'Chlorine release technology' kills¶ harmful virus and bacteria.

y

Polisher ± Removes residual chlorine and all disinfectant by-products , giving clear odorless and great tasting water wat er

It has some advanced features that make it as unique water purifier brand in India , these are ± y

Battery Life Indicator- E nsures nsures total safety because when the germ kill , the indicator turns red , warning to replace the power is exhausted

battery. y

Advanced Auto-Switch off- In case , the battery is not changed when it , as an additional assurance of safety , the advanced Autoturns fully red

Switch off will automatically switch-off the flow of water. y

No electricity± It doesn¶t need any electricity.

y

No maintenance± No day by day maintenance is required.

y

Hassles free± It is absolutely hassles free as well as saves both time and money.

The output water from pure-it meets stringent criteria for micro-biologically safe , from one of the toughest regulatory agencies in the USA , drinking water E nvironment EPA). A). The performance of pure-it has also been nvironment Protection Agency ( E P

tested by leading scientific and medical institutions i nstitutions in India and abroad.


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Company profile of Eureka Forbes ²

Dedicated to the cause of providing healthier living , today Aqua guard successfully established themselves as a business super-brand and their dedicated team works around the clock to make consumer lives healthier and more secure. Aqua guard strive to provide the best after sales service , and to achieve the same they have over 1500 service centers and as many as 4500 company trained trained technicians who visit over 20 ,000 Indian kitchens daily. Their efforts have borne them fruits in the form of the numerous awards that we have received from time to time: y

ESCO CO Water Digest Awards 2009-10. Winner of 6 prestigious UN E S

y

Winner of the Frost & Sullivan Award for the Best Company from the domestic point of use , Water treatment systems and Customer Service Leadership Award.

y

We have been ranked amongst India's Most Admired Consumer Durable Companies.

y

Awarded Best E mployers mployers 4 times ti mes in a row.

y

Winner of 'Most Admired K nowledge nowledge E nterprise' nterprise' MAKE - Asia Awards.

y

Holds the distinction of presenting a case study at the prestigious Harvard Business School. Aqua guard products & Price²

Aqua guard Classic ² Indian Rupee (INR) 7 ,190 Aqua guard Compact ² Indian Rupee (INR) 7 ,590 Aqua guard Total I-Nova ² Indian Rupee (INR) 8 ,850 Aqua guard Total Gold Nova ² Indian Rupee (INR) 9 ,590 ,900 Aqua guard Total SE NSA NSA ² Indian Rupee (INR) 17


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Aqua sure products & price²

Aqua Sure CRYSTAL-UV - Indian Rupee (INR) Rs.7650 Aqua Sure Aqua Care RO ² Indian Rupees R upees (INR) 8 ,995 ,800 Aqua Sure AQUAF LO UV ² Indian Rupees (INR) 5

Aqua Sure DE SIGNA SIGNA UV± Indian Rupees (INR) 6 ,750 Aqua Sure SPRINGFRE SH SH RO ± Indian Rupees (INR) 13 ,990


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Different distributors and retailers of water purifiers in Meerut region and products design and models which companies offers


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OBJECTIVE OF THE STUDY

1. To study the consumer psychographic and demographic profile using water purifiers. 2. To study the consumer awareness level regarding the water born diseases. 3. To study the perception of consumer towards water purifiers. 4. To study the consumer awareness about different water purifiers brands available in the market. 5. To study the consumer buying behavior of different water purifiers.


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RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problems. When we talk about the research methodology we don¶t talk about the research method but also consider the logic behinds the method use in the context of research results are capable of beings evaluated either by the researcher himself or by others. Here I used descriptive research design. In this type of research method researchers are supposed to describe the research , it is done for existing products. It helps segment and target markets , in some cases describing the situation may provide information and descriptive information is all that is needed to solve business problems. The major emphasis in such studies is on the discovery of the ideas and insights. Research design for such studies must be flexible enough to provide opportunity for considering different aspects of the problem under study. I collected data from following primary sources. PRIMARY DATA For the purpose of collecting c ollecting data I used following two methods.

a) Questionnaire Method b) Personal Interview Methods


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DATA COLLECTION To collect the data I have carried out a survey in Meerut region of Uttar Pradesh. Pradesh. The tools used for data collection are:PRIMARY DATA²

The primary data are those data , which are collected a fresh and for the first time and happen to be original in character. The primary data to be collected for the study are² y

By

questionnaire²

Questionnaire is a formularized instrument for as kind information directly from a respondent and concerning behavior demography characteristics level of knowledge and attitude believes and feelings. feelings. The term questionnaire is a list of obtaining specific information about a defined problem so that the data analysis and interpretation result in better appreciation of the problems. A questionnaire form , which has to be , completed an interviewer often referred as schedule.

y

By

personal Interview²

Under this method of collecting data there is face to face context with the person from whom the information is obtained. The pattern used is structured and indirect interview int erview.. SECONDARY DATA²

Secondary Secondary data are those which have already been collected by someone and which have already passed through statically process. y

, state and local governments. Various publications of the central governments.

y

Books Books magazines magazines and newspapers.

y

Reports prepared by research scholars , universities , economists etc.

y

Internet


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SAMPLING DESIGN²

A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure adopted in selecting items for the sample. The main constituents constituents of the sampling design below:y

Sampling unit

y

Sample size

y

Sampling procedures

SAMPLING UNIT²

A sampling framework i.e. developed for the target population that will be sampled i.e. who is to be surveyed/ studied² y

Consumer

SAMPLE SIZE²

It is the substantial portions of the target population that are sampled achieve reliable results. y

Consumer taken----50

SAMPLING PROCEDURE PROCE DURE² ²

The procedure to choose the respondents to obtain a representative sample a non- probability sampling sampling technique is applied for the target market. It is a purposive sampling sampling which deliberately chooses the particulars units of the universe of constituting a sample on the basis that the small mass that they so select out of a huge one will be typical or represent r epresentative ative of the whole.


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DATA ANALYSIS INSTITUTE OF PRODUCTIVITY PRODUCTIVITY & MANAGEMENT, MEERUT

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DATA ANALYSIS AND INTERPRETATION Large volume of raw data was collected through questionnaire in my

research. This raw data has been further converted into significant statistical information then carefully careful ly interpreted interpr eted to fulfill the research researc h objectives. The Collected raw data was then edited and coded by us to eliminated errors and assign a data pertinent category and the data analysis technique applied is: y

PIE CHART

y

B AR

GRAPH


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DATA ANALYSIS 1. Educational qualification. Educational qualification

No. of respondents

Percentage (%)

5

8.33

Sr. secondary

12

20

Graduate

25

41.66

Post Graduate

17

28.33

1

1.66

Matriculate

PhD/ M.phil

% Respondent Respondent PhD/ M.phil 2%

matriculate 8%

Post Graduate 28%

Sr. secondary 20%

Graduate 42%

Interpretation²

Above pie chart shows that most of the respondents to the survey are Graduate (42%) followed by the Post Graduate (28%).


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2. Age group.

Age group(yrs)

No. of respondents

Percentage (%)

20- 30

28

46.66

30- 40

18

30

40- 50

10

16.66

Above 50 yrs

Above 50 yrs 6%

4

6.66

% Respondents

40- 50 yrs 17%

2020- 30 yrs yrs 47% 30- 40 yrs 30%

Interpretation²

From the above pie chart we can see that most the respondents are of age group 20- 30 yrs (47%) followed followed by peoples of age group 30- 40 yrs (30%).


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3. Annual family income .

Income

No. of respondents

Percentage (%)

Up to- 1,50,000

13

21.66

1,50,000- 3,00,000

31

51.66

3,00,000- 5,00,000

12

20

Above 5,00,000

4

6.66

% Respondents ove .0 lak

% Upto .

3.0- .0 lak 0%

lak %

. - 3.0 3.0 lak lak %

Interpretation²

After analyzing the data collected we come to know that most of the people who responses to the above study are from those families whose annual family income is 1 ,50 ,000- 3 ,00 ,000 (52%) followed by the family with annual income up to 1 ,50 ,000 (22%).


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4. Gender. Gender

No. of respondents

Percentage (%)

Male

53

88.33

Female

7

11.66

% Respondents Female

12%

Male 88%

Interpretation²

We can see in the above pie chart most of the consumers who involves in this survey/ study are males (88%) followe f ollowed d females (12%).


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5. Profession . Profession

No. of respondents

Percentage (%)

Govt. employee

8

13.33

Business

27

45

Doctor

2

3.33

Teacher

2

3.33

Others

21

35

% Respondents Govt. employee 14%

Others 35%

Business 45% Teacher 3% Doctor 3% Interpretation²

After analyzing the data carefully we came to know that peoples who responds this survey are basically in profession of business (45%) followed by the peoples peoples having different profession represented by others (35%). ( 35%). Where , others include housewives housewives , students.


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6. Do you use water purifiers? No. of respondents

Percentage (%)

Yes

54

90

No

6

10

% Respondents No

10%

Yes 90%

Interpretation²

From the above pie chart it¶s quite clear that most of the consumers are using water purifiers almost 90%. Whereas 10% respondents not using any kind of water purifiers.


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7. Why do you think water purifiers are necessary? No. of respondents

Percentage (%)

39

65

Disease free health

13

21.66

Unnecessary mineral remover

8

13.33

Bacteria

& virus free water

% Respon ents Unnecessary

mineral remover 13%

Disease free ealt %

Bacteria & virus free water 65%

Interpretation²

After carefully analyzing the data collected through the survey we come to know that most of the consumer nearly 65% uses water purifiers because it gives bacteria and virus free water.


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8. Are you aware of different water borne diseases? No. of respondents

Percentage (%)

Yes

54

90

No

6

10

% Respondents No

10%

Yes 90%

Interpretation²

It was found that most of the respondents almost 90% are well aware of the different types of water borne diseases. Only 10% of people are not aware of those water born diseases. Note² And it was found after careful analysis of data that those respondents

who are not aware of different water borne diseases are not using any kind of water purifiers.


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9. Do you think some important bacteria and minerals are lost by using purifiers? No. of respondents

Percentage (%)

Yes

47

78.33

No

13

21.66

% Respondents

No

22%

Yes 78%

Interpretation²

, 78% of the respondents are in the favor that some As per the above pie chart

important bacteria and minerals are lost by using water purifiers while 22% of respondents do not think so.


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10. Are 10. Are you aware of different brands of water purifiers? No. of respondents

Percentage (%)

Yes

56

93.33

No

4

6.66

% Respondents No

7%

Yes 93%

Interpretation²

From the above graph i.e. the pie chart we can see that all most 93% of the respondents are well aware of different water purifiers¶ brands available in the market.


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11. Which brand purifiers do you prefer of using? Brands

No. of respondents Aqua guard

Percentage (%)

26

43.33

Pure it

23

38.33

Ceramic candle

1

1.66

Others

10

16.66

% respondents

Ceramic candle 2%

Others 17% Aqua guard 43% Pure it 38%

Interpretation²

After carefully analyzing the data collected we come to know that most of the consumers nearly 43% are using Aqua guard water purifiers followed by Pure it users nearly 38%. And one more thing comes out through this survey is that demand for the old fashioned ceramic candles are decline and it become obsolete. Only 2% of respondents are using these ceramic candles water purifiers.


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12. What is the guarantee/ warranty period you are expecting about, regarding water purifiers? Years

No. of respondents

Percentage (%)

One year

17

28.33

Two years

28

46.66

More than two years

15

25

% Respondents Respondents

More than two years 25%

One year 28%

Two years 47%

Interpretation²

As per the above pie chart we can see that 47% of respondents look for guarantee/ warranty of more than two years.


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13. Are 13. Are you satisfied with your water purifier? No. of respondents

Percentage (%)

Yes

55

91.66

No

5

8.33

% Respondents No

8%

Yes 92%

Interpretation²

From the above graph i.e. the pie chart we can see that all most 92% of the respondents are satisfied with their water purifier. Only 8% of the consumers are not satisfied with their purifiers.


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14. What made you satisfactory with your products?

Attributes

No. of respondents

Percentage (%)

Quality

31

51.66

Price

3

5

Purification

26

43.33

% Respondents Price 5%

Purification 43%

Q uality uality

52%

Interpretation²

Among all the three factors , we can see that most of the respondents to the survey assume quality for their satisfaction about their product i.e. 52%. Whereas , 43% consumers prefers purification for their satisfaction about their product. One thing here worthwhile to note is that price is the least influencing for their satisfaction.


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15. What factors motivated you to purchase this brand? Factors

No. of respondents

Percentage (%)

Quality

20

33.33

Price

3

5

Advertisement

Personnel touch

21

16

35 26.66

% Respondents Price 5%

Personnel touc %

Q ality 33%

Advertisement 35% Interpretation²

From the above pie chart it¶s quite clear that most of the respondents (35%) influence from the advertisement , followed by the respondents (33%) who motivates motivates because of the t he quality of the brand.


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16. Do you think income inc ome levels influence buying behavior? No. of respondents

Percentage (%)

Yes

36

60

No

24

40

% Respondents

No

40%

Yes 60%

Interpretation²

, most of the respondents (60%) think that After analyzing the data collected

income level influence buying behavior of consumer. Whereas 40% of respondents respondents think it¶s not influence because´ health is wealth´ for them.


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17. If 17. If you are asked to rate your purifiers on a scale of 10. How many points will you give? Consumer satisfaction levels for different traits (on a scale of 10)

Attributes

Design/ Elegance

5.52

Operational features/ Technology

5.54

Value for Money

5.70

Performance

5.71

Average Consumer satisfaction level summary

5.62

.6

Overall satis action level

Per ormance

.71

Value or Money

.70 . 4

Operational eatures/ Tec nology

.

Design/ Elegance 0

1

2

3

4

5

6

Interpretation²

, we come to the overall conclusion After carefully analyzing the data collected

through the consumer satisfaction level for different attributes , value of money and performance performance of the water purifier¶s purifier¶s brand which respondents respondents are using. And its shows there is something more demanded by the consumers in their purifiers purifiers in terms of design , operational features and performance. performance.


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Mixed Interpretation:-

92.59% of respondents having profession of business using water purifiers.



100% of respondents whose family income is more than 3 , 00 ,000 are using water purifiers. p urifiers.



61.11% of respondents between age group 30- 40 yrs prefers quality as the main factor for satisfaction.



71.42% of female respondents think that water purifiers are necessary because it removes Bacteria and virus from water. Whereas 28.58% thinks it remove r emoves s unnecessary minerals from water.



41.9% of respondents with annual family income 1 ,50 ,000- 3 ,00 ,000 uses Aqua guard water purifiers and 38.70% uses Pure It. Whereas remaining remaining consumers prefers pr efers others brand.



66.67% of Business men , 100% of Doctor and Teacher and 50% of Govt. employee thinks that Income level influence the buying behavior of consumer.



After carefully analyzing the data collected I found that:-y

53.33% of total respondents give more rating points than the average rating point for design of water purifiers.

y

60% of total respondents give more rating points than the average rating point for operational features/ Technology Technology of water purifiers.

y

66.67% of total respondents give more rating points than the average rating point for value of money of water purifiers.

y

65% of total respondents give more rating points than the average rating point for p erformance erformance of purifiers.


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RESEARCH FINDINGS As it was 1st research Project of my life , so it gave me a lot of experience which will be very helpful in my life as well as in my next coming summer training . 

On the basis of that research we find that in case of water purifiers people are much influenced by Advertisements Advertisements and quality.



By this research we analyze that most of the consumers are aware of different brands of water purifiers available in the market. And they also understand the importance of water purifiers.



Consumers are quite satisfied with their product because they are aware of different water borne diseases. And their purifiers remove these bacteria and viruses from the water and keep them healthy.



For most of the consumer ³health is on top´ so they look after these water purifiers for their personnel touch rather than the price.



, but there is some Positioning of the water purifiers is good in the market ,

more expectation of consumers from these water purifiers companies. 

During research , while talking to the consumers I come to know that most of the consumers looks for more guarantee/ warranty good customer service/ customer care centre and after sale services. So , water purifiers companies have also taken great care of these things in order to well place them in the market.


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RECOMMENDATION AND SUGGESTIONS Through water purifiers have their presence in the market. Most of the consumers are using these purifiers nowadays. Despite of that some customers are hesitating to adopt these purifiers because of the problems they are facing earlier while using some other brands. So , after analyzing the overall summary of this research , I would like to give few recommendations to these purifiers company. I hope this recommendation would certainly be a great help for them. 

Companies should more focus on the after sale services and customer care facility.



Companies should also focus more on the advertisement by using celebrity as it boosts their brand image as well as the sales of water purifiers.



Consumers are health conscious , so companies must have to improve the purification quality of their purifiers.



Purifiers companies have to look after the operational features , design , price and performance of their products.


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CONCLUSION After the completion of project I have seen the different aspects of this Winter Training Project . Also I have gained some new experience about the consumer

research. While surveying I have met a large number people , with different perceptions , with different nature , and as a result of this I have learnt a lot of things like how to talk with the different people with different behavior. I am benefited a lot and this will definitely help me a lot in my summer training as well as in the future.

Also the outcome that came out from this research work is that in city Meerut water purifiers are used on wide scale in i n most of the households. households. Aqua guard is is most admired brand then it is Pure It mostly preferred preferred by the consumers. consumers.

Through this research I also come to know that there is potential market for water purifiers , because health is the 1st preference to choosing the product pr oduct..


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LIMITATION OF THE STUDY

1. To study the consumer psychographic and demographic profile using water purifiers. 2. To study the consumer awareness level regarding the water born diseases. 3. To study the perception of consumer towards water purifiers. 4. To study the consumer awareness about different water purifiers brands available in the market. 5. To study the consumer buying behavior of different water purifiers.


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BIBLIOGRAPHY Reference websites ² 

www.scribd.com



www.google.com



www.pureit.com



www.businessdictionary.com



www.evancarmichael.com



www.eurekaforbes.com

Reference books-

Marketing management--

LE R PHI LIP K OT OT LE



Research methodology-methodology- -

C. R. K OTHARI OTHARI



Magazines


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QUESTIONNAIRE FOR THE SURVEY Annexure-1 Dear sir/mam, st I am student of 1 year of IPM ³Institute of productivity & management´. I am

conducting this study as part of curriculum. You are requested to take out few minutes and help me in getting the survey/study survey /study done. Thanking you

Vishal Kumar Singh

UETIONNAIRE FOR THE SURVEY 1. Educational qualification.

A) Matriculate ) PhD/M.phil E

B) Senior secondary

C) Graduate

D) Post graduate

F) If other , please specify««««««««««««««««««««««

2. Age group.

1. 20- 30 years

B) 30- 40 years

C) 40- 50 years

D) Above 50 years

3. Annual family income.

A) Up to 1 ,50 ,000

B)1 ,50 ,000- 3 ,00 ,000

C) 3 ,00 ,000- 5 ,00 ,000

D) Above 5 ,00 ,000 4. Gender.

A) Male

B) Female

5. Profession.

A) Govt. employee employe e

B) Business men

C) Doctor

D) Teacher

) If others , please specify«««««««««««««««««««««««««««««««««. E 6. Do you use water purifiers?

A) Yes

B) No


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7. Why do you think water purifiers are necessary?

A) Bacteria & virus free water

B) Disease free health

C) Unnecessary mineral remover

D) If others , please specify«««««««««««««

8. Are you aware of different water borne diseases?

A) Yes

B) No

9. Do you think some important bacteria and minerals are lost by using purifiers?

A) Yes

B) No

10. Are Are you aware of different brands of purifiers?

A) Yes

B) No

11.Which 11.Which brand purifier do you prefer of using?

A)

Aqua guard

B) Pure it

C) Ceramic candle

D) If others , please

specify«««««««««««««««««««««« 12.What 12.What is the guarantee/warranty period you are expecting about, regarding water purifiers?

A) One year

B) Two years

C) More than two years

13. Are Are you satisfied with your water purifier?

A) Yes

B) No

14.What 14.What made you satisfactory with your products ?

A) Quality

B) Price

C) Purification

15.What 15.What factors motivated you to purchase this brand?

A) Quality

B) Price

C) Advertisement

D) Personnel Personn el touch

16.Do 16.Do you think income levels influence buying behavior?

A) Yes

B) No


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17. If If you are asked to rate your purifiers on a scale of 10. How many points will you give?

CONSUMER SATISFACTION LEVELS FOR TRAITS(out of 10)

Design/ E legance legance Operational Features/ Technology Value for Money Performance Consumer satisfaction level summary

Name: -

___________________________________________________

Address: - ___________________________________________________

_____________________________________________________ Email: -

________________________ Contact No: - ________________ THANK YOU


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Water Purifier Consumer Profile and Perception

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