Chapter 1

Introduction

1. Company Profile
1.1 Introduction
Eureka Forbes were the first to introduce domestic Water Purification System (1984)- the
Aquaguard model-as well as it revolutionized the Indian market by introducing
products like Home Cleaning System (1982), and Air Purification System (1994). In
order to introduce these previously unknown products too societally in which nationwide
commercial campaigns were impossibility, the company had to pioneer another
innovation- directing sealing. The crops of suit- clad Eureka Forbes salesman were the
first such in the country and were tremendous success. They are now- Asias largest
direct selling organization with a 5000 strong direct sales force touching 1.25 million
Indian homes and adding 1,500 customers daily. Such was the success of Eureka Forbes
that Aquaguard has now become a synonym for water purifier in India
Friends for Life
At Eureka Forbes, the customer has always been the centrifugal force that guides their
business. They aim to establish a close relationship with all their customers, wherein they
are constantly in touch with them to understand and cater to their needs. In an endeavor
to serve them better, they have constantly innovated and come up with new products that
could potentially change the way people live today! They have also put in consolidated
efforts to educate all our customers so that they can change age their old perceptions and
practice and follow a comfortable life style.
2

They firmly believe that a sale is only the beginning of a relationship - They make special
efforts to let the bonds of friendship endure through service, post purchase training and a
host of other customer care incentives. Each and every employee at the company strives
to make their customers their 'Friends for Life.'

History of company
Eureka Forbes was born in 1982 with the vision of bringing happy, healthy, safe
and pollution-free living to customers through lasting relationships as Friends for
Life. We have since grown to become an over Rs. 17,767 mn. multi-product,
multi-channel organisation that is part of the Shapoorji Pallonji Group and has
over eight million satisfied customers and a reach of over 450 cities and towns.
In addition to Asias largest direct sales force, we have a consumer channel of
over 18,000 dealers, an institutional channel Forbes Pro Solutions that has water
projects, cleaning solutions and railways divisions as well as an inventive
business partner network and a rural channel. One of the most expansive service
networks in India backs these channels. We have also extended our presence to
the global market as Forbes Lux in a joint venture with Lux International,
Switzerland. Our products have led and dominated the water and air purification
systems, cleaning systems and security systems categories. Aquaguard, our
flagship water purifier brand sold through the direct sales channel, is trusted by
over 40 mn people whilst on retail shelves, the AquaSure range provides safe

drinking water to homes even without electricity and running water and the
Forbes range for homes and offices at different price points. We also have an
institutional range and customised solutions for the rural market. And we have
recently launched Aquasure packaged drinking water. Our Euroclean range of
vacuum cleaners has over 3.5 mn customers and we also have the Forbes range on
retail shelves and commercial and industrial cleaning products. We were the first
to introduce state-of-the-art Euroair Air Purifiers that ensure clean, safe air and
pollution-free homes. We also Our products have led and dominated the water and
air purification systems, cleaning systems and security systems categories.
Aquaguard, our flagship water purifier brand sold through the direct sales
channel, is trusted by over 40 mn people whilst on retail shelves, the AquaSure
range provides safe drinking water to homes even without electricity and running
water and the Forbes range for homes and offices at different price points. We also
have an institutional range and customised solutions for the rural market. And we
have recently launched Aquasure packaged drinking water. Our Euroclean range
of vacuum cleaners has over 3.5 mn customers and we also have the Forbes range
on retail shelves and commercial and industrial cleaning products.

Vision
A happy, healthy, safe, pollution free environment built on trust and lasting
relationship with customers.

Mission
4

 To built sustainable relationship with customers, as their Friend for life

by satisfying their evolving health, hygiene and safety, lifestyle need through

1.2 Objectives of Study

The objective of the project study includes:
1. To indentify the Product and Service Quality Of Eureka Forbes Limited.

2. To study the consumer perception of aquaguard product

3. To identify Brand loyalty Of the Consumer towards the Eureka Forbes.

1.3. Scope of the Study

This project has been prepared with an intention to make one realize and understand the
significance of consumer perception about product. Consumer perception, a term
frequently used in marketing, it is a concept that encompasses a customers impression
,awareness and consciousness about the company or its offering .consumer perception is
typically affected by advertising ,reviews ,public relation, social media ,personal
experiences and other channels. It is very important for the company to know the
consumer perception of aquaguard product so that company can make future plan for the
operation can be make Through the survey, it is trying to know, what is the basic
difference between our company and other fast moving Consumer goods Companys
product in quality, price, packaging etc. through the survey.
5

1.4 SWOT Analysis

Strengths
Its Brand Name. Eureka Forbes has its own Brand Image. The name of its
water purifier Aquaguard has become synonymous for the water purifiers
and whenever we think about water purifier name Aquaguard comes to
our mind.
EFL is Asias largest direct selling company. It has 7000 dedicated,
motivated workforce.
The technologies, company using are world class technology. Their R & D
department is continuously engaged in innovations for providing best
products regularly in changing environment.
EFL has one of best training facilities for their employees. And the
company is 5 times winner of Most Admired Knowledge Enterprise.
The company has Unique compensation plan named as Bettering the Best,
which is stage based incentive scheme. In this scheme more thrust has
been given for efforts and not on actual sales. It is an open and democratic
organization. Organization has a scheme for getting feedback from staff in
regular intervals.

Weakness
Earlier there were very few players in the market and customers had
limited options. But now-a-days numbers of players in the market are
increasing day-by-day. Therefore, various options are available with the
customers.
6

 Very few people like a marketing to knock their door. Because they are
often cheated by low profile companies and their bogus products. This has
become negative for the company as companys 75% sale is done through
this channel only.
Attrition is another major issue and like other industry EFL is also facing
the same. Product Life Cycle (PLC) is on declining stage. Some of the
companys product not gets sufficient market penetration. Demand of
Domestic Vacuum cleaner is in declining stage.

Opportunities
Till now EFL has concentrated its business in Semi-urban, Urban and
Metro areas. But, 68% of population lives in rural area, which is not
touched by the company. There is ample opportunity for the company
to expand its business to rural country to sale especially low cost
purifiers and cleaners.
Company is known for taking challenge by introducing new products.
Company has given trust on R & D for innovations and providing
world class product to people. But still more effort required to
introduce product like Robocleanz and also to fill the portfolio gap.
The position of safe drinking water in the country in not well. 80% of
the diseases are water born diseases. This is an opportunity for the
company to educate the people for the use of their product. In India
only 8%of the people use water purifier. And therefore, it is an
opportunity for the company to expand their business to rest of the
population.
7

 Till two year back companys product price was not in range of lower
middle income group and lower income group. The success of low
cost purifiers from HUL has given a lesson for company that there is
huge demand of low cost purifier and company has great opportunity
in low cost products.
Threats
When company entered into the market there was no competitor in the
market. But now-a-days no of competitors are increasing day by day and
for company it has become tough to maintain its market share.
Three years back Hindustan Unilever Limited (HUL) launched storage
based water purifier. Time Company gained 50% market share in storage
based water purifiers. This has become one of the major threats for the
company.
Higher Income Group is shifting fast for the use of bottled drinking
water. Now people have become choosier and are more aware. Living
standards of life is also improving. Therefore, customers are searching
products as per their requirement.

Chapter 2
Research Methodology

2.1 Methodology used for data collection

Research is the process of systematic and in-depth study or search for any particular
topic, subject or area of investigation, backed by collection, compilation, presentation and
interpretation of relevant details or data. Research methodology is a way to
systematically solve the research problem. It may be understood as a science of studying
how research is done scientifically. Research may develop hypothesis and test it.

Research must be based on fact observable data forms a sound basis for research
inductive investigation lead better support to research finding for analyzing facts a
scientific methodology of analysis must be developed and result interpreted logically.
It is necessary for the researcher to know not only the research method or techniques but
also the methodology. Thus, when we talk of research methodology we not only talk of
the research methods but also consider the logic behind the methods we use in the context
of our research study and explain why we are using a particular method or technique and
why we are not using others so that research results are capable of being evaluated either
by the researcher himself or by others. Research problems would result in certain
conclusions by means of logical analysis which the decision-maker may use for his action
or solution.
Research design:
A research design is purely and simply the frame work plan for a study that guides the
collection and analysis of a data. In this study the researcher has adopted descriptive
research design.

Descriptive research design:

It includes surveys and fact finding enquires of different kinds. It simply describes
something such as a demographic of consumer. It deals with description of the state of
offers as it is and the researchers have no influence on the respondents.
Data collection:

10

Data collection is one of the most important aspects of research. For the success of any
project accurate data is very important and necessary. The information collected through
research methodology must be accurate and relevant

2.2 Methodology used for data analysis:

Primary Data
Secondary Data

Primary Data:
Data collected by a researcher is known as primary data. It is collected by a person for
his own use obtained from findings. This is considered as firsthand information. This is
that data which is collected by us to meet our own specific purpose. The data is collected
by the means of questionnaire filled in by the employees at different posts of Nagpur area
office. This method of data collection is very popular particularly in big organizations.
Secondary Data:
Secondary data means data that are already available i.e., they refer to data which has
already been collected and analyzed by someone else. This type of data information can
also be used by the researcher for his use as second hand information sources through
which secondary data can be collected. Secondary data may either be published data or
unpublished data.
The research approach:
Survey Method
The research instrument:
Questionnaire
The respondents:
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Public
Sampling:
It is the process of selecting representative subset of a total population for obtaining data
for the study of the whole population the subset is known as sample. The sample size is
100 respondents. The techniques of sampling unit in this study are convenience sampling.
Convenience sampling:
In this method the sample units are chosen primarily on the basis of the convenience to
the researcher.
Statistical tools used:
A. Simple percentage analysis
B. Likert Scale Analysis

A. Simple percentage analysis:

Simple percentage can also be used to compare the relationship distribution of two or
more items. For calculations the simple percentage the following formula used.
Percentage of the respondents = Number of respondents/Total respondents*100

B. Likert Scale Analysis

A Likert scale is a psychometric scale commonly involved in research that employs
questionnaires. It is the most widely used approach to scaling responses in survey research, such
12

that the term is often used interchangeably with rating scale, or more accurately the Likert-type
scale, even though the two are not synonymous. The scale is named after its inventor,
psychologist Rensis Likert.
Likert distinguished between a scale proper, which emerges from collective responses to a set of
items (usually eight or more), and the format in which responses are scored along arrange.
Technically speaking, a Likert scale refers only to the former. The difference between these two
concepts has to do with the distinction Likert made between the underlying phenomenon being
investigated and the means of capturing variation that points to the underlying phenomenon.
When responding to a Likert questionnaire item, respondents specify their level of agreement or
disagreement on a symmetric agree-disagree scale for a series of statements. Thus, the range
captures the intensity of their feelings for a given item, while the results of analysis of multiple
items (if the items are developed appropriately) reveals a pattern that has scaled properties of the
kind Likert identified
The format of a typical five-level Likert item is:
1. Strongly disagree
2. Disagree
3. Neutral
4. Disagree
5. Strongly disagree
Questionnaire:

The questionnaire is prepared in such a way that is correct the comprehensive objectives
of the study. Open end, multiple choice of questionnaire adopted in this research.
Period of study:

The time period of the study is 45 days.

13

2.3 Theoretical Description

Research methods provide you with the knowledge and skills you need to solve
the problems and meet the challenges of a fast-paced decision-making environment.
Business research courses are a recognition that students in business, not-for-profit, and
public organizations in all functional areas need training in the scientific method and
its application to decision making. Two factors stimulate an interest in more scientific
decision making: (1) the managers increased need for more and better information and
(2) the availability of improved techniques and tools to meet this need.
During the last two decades, we have witnessed dramatic changes in the business
environment. Emerging from a historically economic role, the business organization has
evolved in response to the social and political mandates of national public policy,
explosive technology growth, and continuing innovations in global communications.
These changes have created new knowledge needs for the manager. Other knowledge
demands have arisen from problems with mergers, trade policies, protected markets,
technology transfers, and macroeconomic savings investment issues.
The trend toward complexity has increased the risks associated with business decisions,
making it more important to have a sound information base. Increased complexity means
there are more variables to consider. The competition is more vigorous, with many
business downsizing to make competitive gains. Workers, shareholders, customers, and
the public are better informed and more sensitive to their self-interest. Government
continues to show concern with all aspects of society. Each of these factors demands that
managers have more and better information upon which to base decisions.

14

To do well in such an environment, you will need to be equipped with an understanding

of scientific methods and a means of incorporating them into decision making. You will
need to know how to identify good research and how to conduct it. This book addresses
these needs.
As the complexity of the business environment has increased, there has been a
commensurate, increase in the number and power of the tools to conduct research. There
is vastly more knowledge in all fields of management. We have begun to build better
theories. The computer has given us a quantum leap in the ability to deal with problems.
New techniques of quantitative analysis take advantage of this power. Communication
and measurement techniques have also been enhanced. These trends reinforce each other
and are having a massive impact on business management.
Sources of collection of primary and secondary data for market research.
Sources may be classified as either internal (organizational) or external sources of
information.

Internal Sources
Internal sources of organizational data are so varied that it is difficult to provide
generalizations about their use. Accounting and management information systems create
and store much of the internal data. Research and development, planning, and marketing
functions also contribute. Examples are departmental reports, production summaries,
financial and accounting reports, and marketing and sales studies. The collection methods
used are unique to the specific situation, and collection success depends on knowing just

15

where and how to look. Sometimes the information may exist in central files (i.e., at
headquarters), in computer database, or in departmental chronological files.
In other organizations, a central library keeps all relevant information. Systematic
searches should be made through exploratory interviews with everyone who handles the
information. Often company librarians, MIS. PR/communications, or departmental
secretaries can help in pinpointing critical data sources. Internal data sources may be the
only source of information for many studies.

External Sources
External sources are created outside the organization and are more varied than internal
sources. There are also better defined methods for finding them. This discussion is
restricted to published sources, although other sources of information may be useful.
Published sources of data can be classified into five categories. The newest and fastest
growing one is computerized database. They are composed of interrelated data files. The
files are sets of records grouped together for storage on some medium. Access may be
through online search or CD-ROM. Online databases are often specialized and focus on
information about a particular field. Major source of published information consists of
diverse materials from special collections. Within this category there are many reference
books, each a compendium of a range of information. A second group includes university
publications, of which there are masters theses, doctoral dissertations, and research
records. A third group includes company publications such as financial reports, company
policy statements, speeches by prominent executives, sales literature, product
specifications, and many others. There are miscellaneous information sources consisting

16

of the productions of various trade, professional and other associations. These

organizations often publish statistical compilation, research report, and proceeding of
meeting.

17

Chapter 3
Data presentation & analysis

Survey Analysis
Q1.Quality of Aquaguard Is Good
Result:

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neutral ; 6%

disagree; 4%

strongly agree; 14%

agree; 76%

Figure -1
Interpretation
In the chart given above we find that a very high majority of respondents agree to the
statement that the quality of aquaguard is good. However a very small percentage of
respondents have a negative opinion about the quality of product .Also in the chart we
find that a very less respondents have no opinion about it. The above result clearly shows
that the respondents is very positive about the quality of aguaguard .This also shows that
the people are very much aware about the brand and this also shows that the company has
good reputation in the market

Q2.Aquaguard Is a Good Brand

Result:

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Neutral ; 3%

Disagree ; 1%

Agree; 15%

Strongly agree; 81%

Figure -2
Interpretation
The above results very clearly show that the aquaguard is a good brand. A very
large majority of respondents strongly agree that the product aquaguard is a good
brand .It is very interested to find that there is no negativity about the brand. Also
in the chart we find that a very less respondents have no opinion about it. Is a
very big picture to prove that each and every respondents is favoring the fact that
eureka Forbes is a repudiated company and its aquaguard is a good brand
product .a good brand name is the strength of a company it is very clearly shows
in the chart

Q3.Aquarguard Is Best Water Purifier

Result:
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strongly disagree; 4%
disagree; 12% strongly agree; 17%

agree; 67%

Figure -3
Interpretation
In this chart above we find that more than half of total respondents agree to the
given statement that the aquaguard is the best water purifier. However
approximately 16% of the respondents have a negative opinion about the product.
The above result very clearly shows that the large no. of respondents believes that
the aquaguard is the best water purifier in the market .All the respondents agree
because aquaguard has a best goodwill as compare to the competitors in the
market.

Q4. Aquaguard Is Easy To Use

Result:

21

agree; 21%

strongly agree; 79%

Figure -4

Interpretation
In the chart given above we find that a very high majority of respondents strongly
agree to the statement that the aquaguard is easy to use. However it is very
interesting to find that there is not a single a percentage of respondents have a
negative opinion about the product .Also in the chart we find that a there is no
respondents have no opinion about it. The above result clearly shows that the
respondents is very positive about the use of product .This also shows that the
people does not face any difficulty while using aquaguar
Q5.Aquaguard Remove Even Viruses
Result:

22

strongly disagree; 11%

disagree; 18%
agree; 51%

neutral; 20%

Figure -5

Interpretation
In this chart above we find that more than half of total respondents agree to the
given statement that the aquaguard remove even virus. However approximately
23

29 % of the respondents have a negative opinion about the product and they
disagree with it. Also it is very interesting to find that a there is 22% of good
percentage respondents cannot say about that .The above result clearly shows
that the large no. of respondents believes that the aquaguard remove even viruses
from the water .and make it safe for drinking

Q6. Price of Aquaguard Is Affordable

Result:

strongly disagree; 4%
disagree; 24%

agree; 56%
neutral; 16%

Figure -6
Interpretation
In this chart above we find that more than half of total respondents agree to the
given statement that the price of aquaguard is affordable . However
approximately 28% of the respondents have a negative opinion about the same . it

24

interesting that out of 28% of good percentage respondents is not on the higher
side of negativity . Also it is very interesting to find that a there is 16% of good
percentage respondents have no opinion about this .The above result clearly
shows that respondents can afford the product .thus this a good phenomenon .

Q7.Maintenance Cost of Aquaguard Is Low

Result:

strongly disagree; 12%

agree; 33%

disagree; 55%

Figure -7
Interpretation
In this chart above we find that more than half of total respondents disagree to the
given statement that the maintenance cost of aquaguard is low. However

25

approximately 33% of the respondents have a positive opinion about the same. it
interesting that out of 67% of good percentage respondents is on the higher side
of negativity .The above result clearly shows that respondents a not happy with
the maintenance cost .the respondents feel that the price of maintenance is high
and it should be reduce so that can easily pay for it .thus this is not a good
phenomenon .
Q8. Best Prices Offered When Compared To Other Competitors
Result:

strongly disagree; 12% agree; 10%

disagree; 22%

neutral ; 56%

Figure -8
Interpretation
In this chart above we find that more than half of total respondents have no
opinion to the given statement that the Best Prices Offered When Compared To
Other Competitors. However approximately 34% of the respondents have a
26

negative opinion about the same. we also find out that a very small percentage
respondents agree to this statement .The above result clearly shows that
respondents did not know whether they have been offered with the Best Prices as
Compared To Other Competitors at the time of purchase of product .it also shows
that the respondents dont believe at the sales person when offering best price.
Q9. Aquaguard Is Easily Available In Market
Result:

disagree; 13%
strongly agree; 23%

agree; 64%

Figure -9
Interpretation
In this chart above we find that more than half of total respondents agree to the
given statement that the aquaguard is easily available in market. However
approximately 87% of the respondents have a positive opinion about the product.
27

In the chart it also shows that a very small percentage of respondents have
negative opinion about it .The above result clearly shows that the large no. of
respondents believes that the aquaguard is easily available in the market and they
dont have to go far to purchase the product .this is a good phenomenon

Q10.Installation of Products is easy

Result:

neutral; 10%

disagree; 3%
strongly agree; 20%

agree; 67%

Figure -10
Interpretation
In this chart above we find that high majority of respondents agree to the given
statement that the installation of product is easy. However approximately 10% of
small percentage of the respondents have a no opinion about the same. it

28

interesting that out of total percentage 3% respondents have negative opinion

about the installation of product .The above result clearly shows that
respondents knows that the installation of product is easy and it can be install
anywhere .it is a good phenomenon.

Q11.After Sale Service of Aquaguard Is Good

Result:

disagree; 31%

agree; 69%

Figure -11
Interpretation
In the chart given above we find that more than half of total of respondents agree
to the statement that the after sale service is good. However a very small
percentage of respondents have a negative opinion about the after sale service
29

.Also in the chart we find that a not a single respondents have no opinion about it.
The above result clearly shows that the respondents is very positive about the
after sale service of the product .this shows that the company is providing a good
after sale services to their customers.

Chapter 4
Summary & Conclusion

30

Conclusion
1. From the analysis done on the basis of the survey conducted it was that perceived
quality showed the highest brand equity rating and brand loyalty. It clearly
indicates that Eureka Forbes is a very well known Brand in the market.
2. Aqua guard is easy to use and installation of the product is easy.
3. The people are not very sure about Aquaguard in term of removing viruses from
water
4. People can afford Aquaguard but some people felt that there should be some
changes in the price of the Aquaguard.
5. Maintenance cost of water purifier is high and it should be revised
6. People did not know whether they have been offered with best price as compare
to the competitors Company should focus on the employees to maintain a good
relation with the people
7. Aguaguard is Easily available in market .The customers does not have to go to far
to buy it .
8. After sales service offered by the company is an important for the customer.
Service quality is fair enough.

31

Limitations:
Limitations of the study are as follows:

Data is collected from a sample size of 100 from a very large population;

accuracy may vary with the sample size.

Data is collected face to face, so region wise difference may occur.
Users were found unwilling to provide information because of their busy schedule

and no. of questions.

Due to continuous change, todays findings may be different tomorrow.

32

Suggestions:

Eureka Forbes is very well adopted by the people.

Company should focus on the employees to maintain a good relation with the

people.
Current product line is doing well. But there is a need to revise price structure and

products both.
Company should revise AMC amount.
Service quality is fair enough, little attention is needed.
Overall, Product performance is good, but a little attention is needed to be paid on
technology, approach and service.

33

Bibliography

Reference books:
1. Kothari.C.R,Research Methodology methods and Techniques,Wishwa prakashan.
page no. 12 - 21
The following Websites have been used for reference:
http://www.eurekaforbes.com/water-purifiers.aspx accessed on 23 September
2014 16:20
34

http://www.eurekaforbes.com/aboutus/aboutUs-profile.aspx accessed on 23
September 2014 16:20
http://www.euroforbesinternational.com/about-eureka-forbes/missioneurekaforbes-global.php accessed on 23 September 2014 16:20
http://www.euroforbesinternational.com/about-eureka-forbes/visioneurekaforbes-global.php accessed on 23 September 2014 16:30
http://www.eurekaforbes.com/Aboutus/aboutUs-friends-to-society.aspx
accessed on 23 September 2014 16:35
http://timesofindia.indiatimes.com/business/india-business/Competition-hotsup-in-water-purifier-business/articleshow/14659453.cms accessed on 23
September 2014 16:34

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