[MARKETING MANAGEMENT: GROUP4 –

October 31, 2009 ASSIGNMENT 3]

GROUP 4 NGO (Pollution related Problem)

1. INTRODUCTION

Pollution is an undesirable change in the natural sources and resources or its constituents. There
are various types of pollution for instance water, soil, air, land etc. Coming to water pollution, it
is a negative change in its constituents and it has become a major problem in India today, as in
cities like Mumbai where you have ocean beds and water bases running through the heart of this
crowded city. Pollution of these natural resources and its effects has been faced by each and
every resident of this city.

Carelessness of the over increasing population and lack of proper disposal facilities has led to
creating problems for the environment as well as affecting the health of number of people. In
Mumbai, the most sought after and celebrated fest called ‘ganesha utsav’, people pollute water
majorly during these festival days. People casually throw all the waste, solid garbage etc in
water. It has been found that the pollution level has increased to much an extent. This increase in
Ganesh idols in modern times is also contributing to serious environmental pollution. Everybody is
ignoring this fact and there is lack of awareness. Earlier idols were made of traditional mud. Now days
the idol is made of plaster of paris painted using toxic chemical dyes to make them bright and attractive to
buyers. Immersion of chemicals from manufacturing factories and small companies has an adverse effect
is very important:

Water that has been polluted in this way can cause diseases when drunk by people living downstream. So
it’s high time now that we pay serious attention towards this issue and search for remedies.

2. Research Hypothesis Vs. Research Statement

Water pollution or land pollution due to throwing of plastic bags and waste papers, chocolate or
other rappers on street has adverse effects on the nature and consequently also on the society. It
affects the health of the people as well as creates in smooth functioning of the society, like water
clogging due to waste or diseases due to pollution of water beds. Therefore, we realize that the
problem exists and is hampering growth of an individual as well as the nation due to wrong
attitude of people. And it’s actually the improper attitude and outlook of the people as well as the
government that is the core of our problem and hence our problem is a Research Hypothesis.

3. Sources Of the problem or Opportunity?

Main sources of the problem are people and their religious, superstitious beliefs. Also the
careless attitude people have towards the environment (surroundings).

There are different reasons for throwing waste in water:-

 [MARKETING MANAGEMENT: GROUP4 –
October 31, 2009 ASSIGNMENT 3]

In India, we consider a water body as a symbol of holiness, take for e.g. Ganges, holy sentiments
are attached to it, but sadly we indirectly end up spoiling. Also, during Ganesh utsav, the idol of
Ganesh is immersed in water bodies. This same holiness has been attached to most of the water
bodies in India, like in Mumbai people throw waste in water, especially the puja flowers
wrapped in plastic bags.

Also, throwing waste paper and chocolate wrappers has become a part of our habit. People
normally neglect this as a small problem, but it is the major reason for clogging the drains during
the rains. The collected small litters then later becomes a heap along with other wet garbage
making a breeding ground for rodents and other bugs.

4. What is the exact Management Problem or Opportunity?

Waste paper management has become a big problem in major cities today, but this problem can
be viewed as an opportunity by an NGO. Most of the NGOs are active in solving other social
issues. So as an NGO, working on waste management would be beneficial for the society, where
the NGO can contribute to creating awareness in the society by holding awareness and
educational camps for schools, organizations. Apart from that, the NGO can come up with new
innovative methods for managing waste, like GO GREEN concept in which it can collect waste
or used paper from organizations and try and reuse it, put it to other uses, or re-manufacture it.
And in this way convey awareness and share their methods with these organizations.

5. Statement of the Marketing Problem

Even after being aware and educated about the ill effects, most of the people have a careless
attitude outside their homes. They normally don’t seem to bother about throwing the waste in
dustbins. To add to this the government has lax rules which don’t seem to have an effect on
people behavior. Couple of years back, government had came up with rule to fine those people
loitering waste on streets or in public places, but unfortunately this rule was seen active just for
few days and later on withered away and thereafter was never taken up. Therefore, the laxity
from the government side and the improper attitude of the people will continue and even grow if
no strong measures are taken.

6. Specification of the Research Objectives

Our objective of the research is to understand people behavior and attitude in depth and then as
per take the necessary step to correct the problem so that it doesn’t worsen in future.

7. Create Research Design

Research design used for this issue follows-:

 [MARKETING MANAGEMENT: GROUP4 –
October 31, 2009 ASSIGNMENT 3]
 [MARKETING MANAGEMENT: GROUP4 –
October 31, 2009 ASSIGNMENT 3]

Bibliography References:-

Modern Marketing Research – Saransh Pandit

Networking with NGOs for Development-Rameshwari Panday

Marketing Research- Barry J.Babin

Project By: GROUP-4

Meeta Chavan 06

Sonam Desai 16

Snehal Gajhbiye

Nivedita Govekar 24

Priyanka Rane 44

Anukriti Srivastava 54

Dhruvi Vohra 58

Sushmita Wakde 60