SUMMER Training PROJECT REPORT

ON

“Consumer Behavior on safe drinking water”

Submitted for the partial fulfillment of the requirement

for the award

Of

POST GRADUATE DIPLOMA IN MANAGEMENT

ABES INSTITUTE OF MANAGEMENT

ACADEMIC SESSION

(2009 – 2011)

Submitted To: Submitted

By:
Dr. Monika Gupta Manish Jaiswal
Group Dean (Management)
2009PGDM022
(ABES IT Group of Institutions) 4th Sem

1
 ACKNOWLEDGEMENT

As I set on the quest to complete this project, it remains my obligation to praise, extend and
glorify the individuals whom I will never forget all through my life.

First I thank the almighty for showering me with this opportunity and guiding me all the way.
I would like to thank Mr. Vikas Kaushik (company guide) for extending me extreme
support for carrying out the research and completing the project. I would also like to thank
company employees for their immense cooperation in acquiring the data.

I am greatly indebted to my beloved guide Dr. Monika Gupta without whom this entire
project would be unthinkable. I thank her for being a great source of motivation and an
invaluable source of knowledge throughout my quest.

And last, but not least my earnest thanks to God and my parents for their co-operation,
without which this report would have neither a beginning, nor an end.

Manish Jaiwal

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TABLE OF CONTENTS

Preface 4

Executive summary 5-6

Introduction of HUL 7-8
Products of the HUL 11-14
HUL company analysis, strategies and social responsibilities. 15-22

Objective of the project 23

Importance of the project 24

Introduction of the water purifier (Pureit) 25-35

Organization structure and marketing strategy of the company 36-40

Competitor profile 41-59

Analysis of the company- SWOT, Industry and comparative analysis 60-65

Research methodology to understand the consumer behavior on safe 67-89
drinking water

Conclusion 90

Recommendation 91

Bibliography 92

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 PREFACE

It is wonderful opportunity provided by ABES Institute of Management to interact with the

industrial surface during the academic session of PGDM.

I feel very enthusiastic about the compulsory activity provided by academic plot in the form
of SUMMER TRAINING. This training has provided an opportunity to understand the
consumer behavior on safe drinking water and how consumers purify the water. This training
provided an opportunity to enhance our skill that how salesmen interact with the consumer
and how we should influence consumer by their interpersonal skill.

I am very thankful to my project guide Dr. Monika Gupta who gave me his valuable
suggestion while preparing my project report.

Manish Jaiswal

4
 EXECUTIVE SUMMARY

The World Health Organization estimates that more than one billion people across the globe
do not access safe and reliable drinking water, whereas in India context more than 40 cores
people do not use safe drinking water. The morbidity and mortality resulting from water-
related infections such as water born diseases are enormous, and exacts a particularly high
burden among young children. Safe water, proper hand washing are key environmental
interventions to reduce the prevalence of diarrhea. A variety of methods exist to treat
drinking water at the point-of-use (POU), including boiling, using filters, chlorination, and
combined methods like filtration and chlorination, or flocculation and chlorination. Even
where households have access to one or several methods, research shows that worldwide,
only a small percentage of them routinely and consistently treat their water.

To address some of the challenges created by lack of access to safe water, in 2007
HUL launched ‘Pureit’ water purifier to access the safe and reliable drinking water. The
general goal of this project was to increase demand for water treatment and to identify the
potential of HUL’s ‘Pureit’. Pureit is a household-based water treatment product that
combines disinfection with removal of dirt and other pollutants and transforms turbid
contaminated water into clear, potable water.

I have worked on this project to evaluate the consumer behavior regarding safe
drinking water, to create awareness about water born diseases, to introduce Pureit water
purifier to those, who are not aware of Pureit, to provide the motivation as well as information
for its use and to take feedback of Pureit from those who have been using this water purifier.
Specially the product of HUL water purifier will help to creating awareness to towards the
people, who are living in the rural area. HUL Company has strong distribution channel in the
rural area of India and 70 % population of India live in the rural area in which most of the
people have no awareness regarding water dieses, so due to its strong network people will be
aware to water dieses.

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In all contexts I have studied barriers and facilitators to sustained water treatment behaviors,
as well as reactions too and use of Pureit specifically. Findings have clear programmatic
relevance, and add to the emerging literature on water treatment

Behavior and the adoption of new technologies, and particularly provide insights about
feasible directions for Pureit. I appreciate comments, feedback, and questions from readers.

6
INTRODUCTION OF HUL
COMPANY

7
 INTRODUCTION OF HUL
Hindustan Unilever is the India’s Largest Fast Moving Consumer Goods Company with the
vision of to earn the love and respect of India by making a real difference to every Indian.
HUL with a strong portfolio of foods, personal care, home care and in water division product
which touches the lives of 2 out of 3 Indians everyday that help to the people feel good, look
good and get more out of life. Head quarter of the HUL company is in Mumbai and 65000
employees (Direct &indirect) are in the company.IN 2009-10 HUL generated a net sales of
rs.17524crs with net profit of rs.2202crs by their competitive strategy ,which are winning
with brands and innovation, winning in the market place, winning through the continuous
improvement. HUL started journey in 1888 to introduced the Sunlight Soap Bars, embossed
with words “Made in England by Lever Brothers” with it began an era of fast moving
consumers good in India. Soon after followed Lifebuoy in1985 and other famous brands like
Pears, Lux and Vim. Famous brand Vanaspati was launched in 1918 and the famous Dalda
brand came to the market in 1937.

In 1931 Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company followed by the lever Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form HUL in November 1956. In 2002, HUL made
its foray into Ayurvedic health & beauty centre category with the Ayush product range and
Ayush Therapy Centres. Hindustan Unilever Network, Direct to home business was launched
in 2003 and this was followed by the launch of ‘Pureit’ water purifier in 2004.

In 2007 company was renamed late in June 2007 as “Hindustan Unilever Limited.”

HUL Company believes that the true worth of the organization more comprises by social
responsibility of the company than just its business achievements. The social activities like,
Project Shakati was started in 2001. It is a rural initiative that targets small villages populated
by less than 5000 individuals. It is a unique win-win initiative that catalyses rural affluence
even as it benefits business. Currently, there are over 45,000 Shakti entrepreneurs covering
over 100,000 villages across 15 states and reaching to over 3 million homes. There are other
social activities of the company for water conservation in India to conserve more than the 20
billion liters of water by 2015. Some successful Pilot Project for this are – Project Khamgaon
for dry arid barren region in Maharashtra, Project Silvassa for tribal zone with village hamlets
in Dadra &Nagar Haveli, Project Puducherry for restoration of natural tanks and other water
bodies in Tamil Nadu.

8
Hindustan Unilever was recently rated among the top four companies globally in the list of
“Global Top Companies for Leaders” by a study sponsored by Hewitt Associates, in
partnership with Fortune magazine and the RBL Group. The company was ranked number
one in the Asia-Pacific region and in India.

On 17th October 2008, HUL completed 75 years of corporate existence in India.

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10
 HISTORY OF THE HUL
1888 - Sunlight soap introduced in India.
1895 - Lifebuoy soap launched.
1902- Pears soap introduced in India.
1903– Broke brand Label Tea Launched.
1931- It set up first subsidiary “Hindustan Vanaspati Manufacturing Company.
1933- Levers Brothers India limited Incorporated.
1956- HVM, LBIL, UTI merge to HUL.
1964- Anik Ghee and Sunsilk launched.
1969- Rin Bar and Bru coffee launched.
1975- Close up toothpaste launched.
1978- Fair &Lovely skin cream launched
1988- Launched of Lipton Taaza Tea.
1991-Surf Ultra detergent launched.
1992- HUL recognized by government of India as star trading house in exports.
1993-Launch of Vim Bar & Kissan acquired from the UB group & TOMCO merged with HLL

1996- HLL and BBLIL merged

1998- Pond’s India Ltd. Merged with HLL
1998- HLL acquired Lakme
1998- Company acquired Modern Foods
2000- Government decided to award 74% equity in Modern Food to HUL
2001- Project Shakti was started.
2002- HUL acquired the government’s remaining stake in Modern Foods.
2003- HUL acquired the cooked Shrimp and Pasteurized Crabmeat business of the Amalgam Group
of company
2004- Pure-it water purifier was launched.
2007- Company renamed from HLL to Hindustan Unilever Limited.
2008 - 17 Oct 2008, HUL completed 75 years of corporate existence in India
2010- HUL launched Marvella purifier.

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PRODUCTS OF HINDUSTAN UNILEVER
LIMITED

12
 FOODS

WATER PURIFIERS

13
HUL COMPANY ANALYSIS,
STRATEGIES AND SOCIAL
RESPONSBILITIES

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CATEGORY WISE SALE GROWTH OF FMCG SECTOR OF
HUL IN INDIA:
Particulars Key Brands Market Market Rank
Size (in Rs Share
Cr.)
Fabric Surf Excel, 8988 37.5% 1
wash Wheel
Personal Dove, Lux, 6632 54.3% 1
Wash Lifebuoy
Dish wash 57.3% 1
Skin Ponds 2792 54.5% 1
Shampoo Sunsilk, 2168 47.8% 1
Clinic plus
Talcum Powder 59.7% 1
Packet Tea Red Label 4452 22.7% 1
Coffee Bru 708 44.0% 1
Jams 67.5% 1
Toothpaste Pepsodent, 2764 29.5% 2
Closeup
Ketchups 28.1% 2

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 ANALYSIS OF THE COMPANY
BCG ANALYSIS OF HUL:

Soap & Detergent and Tea are Cash Cow for the company. It has high relative market share and
low growth rate. Personal Products and Coffee are stars for the company as it have high relative
market share as well as high market growth rate.

Only food is a segment which is a Question Mark for the company. The company have a low
relative market share where as it is under high market growth rate.

16
 HUL is taking several steps to capture more market share so that food segment can also be a
part of Star.

FMCG industry analysis:

SUPPLIER POWER
Supplier concentration
Low Importance of volume to supplier
Differentiation of inputs
Impact of inputs on cost or differentiation
Switching costs of firms in the industry
Presence of substitute inputs
Threat of forward integration
Cost relative to total purchases in industry
High
. DEGREE OF RIVALRY
-Exit barriers
OTHER -Industry concentration
-Fixed costs/Value added
STAKEHOLDERS
Low to medium -Industry growth
-Intermittent overcapacity
Relative power of -Product differences High
-Switching costs
unions, govt -Brand identity
- Diversity of rivals
-Corporate stakes THREAT OF
SUBSTITUTES
BARRIERS TO ENTRY -Switching costs
-Buyer inclination to
Absolute cost advantages substitute
Proprietary learning curve -Price-performance
Access to inputs trade-off of substitutes
Government policy
Economies of scale
Capital requirements
Brand identity
Switching costs
Access to distribution
Expected retaliation
Proprietary products BUYER POWER
Bargaining leverage
Buyer volume
Buyer information
low Brand identity
Price sensitivity
Threat of backward integration
Product differentiation
Buyer concentration vs. industry
Substitutes available
Buyers' incentives High

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Rivalry among Competing Firms:

In the FMCG Industry, rivalry among competitors is very fierce. There are scarce customers
because the industry is highly saturated and the competitors try to snatch their share of
market. Market Players use all sorts of tactics and activities from intensive advertisement
campaigns to promotional stuff and price wars etc. Hence the intensity of rivalry is very high.

Potential Entry of New Competitors:

FMCG Industry does not have any measures which can control the entry of new firms. The
resistance is very low and the structure of the industry is so complex that new firms can
easily enter and also offer tough competition due to cost effectiveness. Hence potential entry
of new firms is highly viable.

Potential Development of Substitute Products:

There are complex and never ending consumer needs and no firm can satisfy all sorts of
needs alone. There are plenty of substitute goods available in the market that can be re-placed
if consumers are not satisfied with one. The wide range of choices and needs give a sufficient
room for new product development that can replace existing goods. This leads to higher
consumer’s expectation.

Bargaining Power of Suppliers:

The bargaining power of suppliers of raw materials and intermediate goods is not very high.
There is ample number of substitute suppliers available and the raw materials are also readily
available and most of the raw materials are homogeneous.
There is no monopoly situation in the supplier side because the suppliers are also competing
among themselves.

Bargaining Power of Consumers:

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Bargaining power of consumers is also very high. This is because in FMCG industry the
switching costs of most of the goods is very low and there is no threat of buying one product
over other. Customers are never reluctant to buy or try new things off the shelf.

STRATEGY OF THE COMPANY

Company makes their strategy according to their vision to earn the love and respect of India,
by making a real difference to every Indian.

◎ To maintain a strong distribution channel- Company has one of the best distribution
channels in India. Company has maintained a best distribution channel network in the
rural are to sale the more quantity of the product because 70 % population of the India
lies in the rural area, and Strong availability of the product in all the areas of India is
the key strategy of the company.

◎ Leverage brand portfolio and consumer understanding by straddling the pyramid

&deploying full portfolio and driving consumption &penetration opportunity.

◎ Winning with consumers, channels, segments/market of tomorrow- build markets and

capabilities for the future.

◎ Drive increased execution rigour.

◎ Step- up in cost efficiency initiatives.

◎ Integrate economic, environment &social objectives with business agenda.

◎ Continuously strengthen competitiveness of their portfolio and brandsto deliver

bigger and better innovations.

◎ Strengthen overall organizational capabilities to continuously improve the quality of

execution and speed to market.

◎ Maintain the ecosystem by their activities- company’s commitment to sustainability

requires us to go beyond our own operations and reduce our total environmental
footprint. Company ensures that their impact on the environment is minimized across
the value chain, starting from sourcing materials to the consumer use.

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 SOCIAL RESPONSBILITY OF THE COMPANY
Company always takes initiatives in social activities. Company says that society creating a
positive impact; he believes that the true worth of an organization comprises more than just
its business achievements. The service it renders to the society bestows the great value on the
organizational itself.

There are many social activities of the company-

Project Shakati- Project Shakti was started in 2001. It is a rural initiative that targets small
villages populated by less than 5000 individuals. It is a unique win-win initiative that
catalyses rural affluence even as it benefits business. Currently, there are over 45,000 Shakti
entrepreneurs covering over 100,000 villages across 15 states and reaching to over 3 million
homes.

Pilot Projects- These are the successful water conservation projects in which there are three
projects.

◎ Project Khamgaon: Dry arid region in Maharashtra.

◎ Project Silvassa: The tribal zone with village hamlets in Dadra & Nagar Haveli.

◎ Project Puducherry: Restoration of natural tanks and other water bodies in Tamil
Nadu.
◎ In the Tsunami Company contributed over INR 10 crores towards the relief and
rehabilitation of tsunami affected families by way of providing relief materials, land
construction of facilities. Company distributed nutritional and personal hygiene
products worth 5 crores for immediate relief
◎ Contribution in Bihar Floods.
◎ Sanjivany Mobile Medical Facility in 2003.

OBJECTIVE OF THE STUDY

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◎ To understand the consumer behavior and the consumer awareness regarding pure
water.
◎ To understand the changing needs of the customer in modern era.
◎ Consumer awareness regarding the water born diseases.
◎ To understand the consumer preference towards the water purifier industry in India.
◎ To gather the information that how customer purify the water.
◎ To get the information how many consumers using the safe drinking water?
◎ To study what are the positive and negative customer perception raegarding water
purifier brand of the HUL.
◎ To study the brand awareness of Pureit product in India.
◎ To study how company increases their brand presence in India?
◎ To give a proper recommendation that how country &company can increase the
consumer awareness regarding pure water.
◎ The main objective of the project is to get the full knowledge of the water division of
the HUL and what are they doing to get the customer loyalty, to maintain their
market. This is also to find the preferences of customer and there market knowledge
and product information, information about the presence of the rival of HUL water
purifier and all the other options they have in the market. What are the techniques
they adopt to know about the preferences and changing needs of the customer?

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 IMPORTANCE OF THE PROJECT

This project has a very vital role to understand the customer behavior regarding water purifier
and it helps to give an effective solution regarding how company can create awareness
regarding water diseases.

In India large percentage of the people are illiterate, they do not know how much important to
use the safe water, how they can purify the water, so this project help to the people creating
awareness regarding water born diseases and how consumer can purify the water.

This project will help to calculate the number of people who are conscious regarding the
water purifier and those people who are not conscious to water purifier. So it will give the
proper solution how the company can increase the sale of water purifier by making an
effective strategy and by giving affordable and effective water purifiers which can purely
purify the water and delighted the customer by their excellence services.

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INTRODUCTION OF WATER
PURIFIER “PUREIT”

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 INTRODUCTION OF PURE-IT
The purpose of HUL Company is to meet the everyday needs of people everywhere – to
anticipate the aspiration of our customer and to respond the aspiration of our customer and
consumers and to respond creatively and competitively with branded products and services
which raise the quality of life .In India according to the World Health organization “infected
water causes an estimated 80% of disease in India”. So HUL Company launched the water
purifier ‘Pureit’ in 2003 in Chennai. Pureit is the world’s most advanced in-home water
purifier. Pureit, a breakthrough offering of Hindustan Unilever (HUL), provides complete
protection from all water-borne diseases, unmatched convenience and affordability.

Pureit’s unique Germ kill Battery technology kills all harmful viruses and bacteria and
removes parasites and pesticide impurities, giving you water that is "as safe as boiled water".
It assures your family 100% protection from all water-borne diseases like jaundice, diarrhea,
typhoid and cholera. What’s more, it doesn’t need gas, electricity or continuous tap water
supply.
Pureit not only renders water micro-biologically safe, but also makes the water clear,
odourless and good-tasting. Pureit does not leave any residual chlorine in the output water.
The output water from Pureit meets stringent criteria for microbiologically safe drinking
water, from one of the toughest regulatory agencies in the USA, EPA (Environmental
Protection Agency).
HISTORY OF THE WATER DIVISION

DREAM OF WATER DIVISION

Dream of the water division of HUL to protect on billion lives of people and save one million
children to developed and designed a water purifier to provide “as safe as boiled water” with

24
the features of no hassles of boiling, no gas, no electricity, no continuous tap water, no
plumbing and maintenance, great testing water, great capacity (18 lts.) and best quality
plastic.

There are some basic facts on water problems

According to the WHO, infected water causes an estimated of disease in India.
About half the world’s reported cases of polio, a crippling disease which is water borne,
occurs in India.
Each year, diarrhea kills 5, 00,000 Indian children.

25
Water is pure at the source which is the municipal treatment plant. But it comes to our house
through pipes which are very old and have rusted, which may be cause of contamination
Sewage lines are also in contact with underground water pipes.
People also break open pipes at places to have access to water. These open cracks allow
contaminated matter to get inside the water pipes.

So with ever growing problem of safe drinking water faced in India, HUL has came with a
social initiative of providing safe and pure drinking water by means of Pureit, a quality yet
affordable water purifier.

MODEL OF PURIFIER AND THE PROCESS OF PURIFICATION

Earlier HUL launched Pureit in two price categories of Rs. 2000 and 3200 to target Indian
middle class people, which is available in the market in two colours Royal Blue and
burgundy, but due to most of the its competitor launched water purifier at nearest to Rs.1000
to target lower middle class people, so company also launched RS.1000 purifier to target
lower middle class people and for sustain themselves in to the market.

It is based on Germ Kill Battery Technology (in which sustain release chlorine technology is
used and come with battery life indicator and high level category of plastic. It purifies the
water in four stages and gives approx four litre as safe boiled water at just Rs.1. and it is first
purifier in India in cheaper rate category which is certified by EPA

Recently company launched a new water purifier “MARVELLA” of Rs.6990 to target the
middle income group family and high income family, which India’s first fully automatic
purifier, which automatically store the water, purify the water and dispense the service
automatically for not only satisfaction of the consumer but delight them by their automatic
services.

So there are three model of Pureit.

 M05
 AUTO FILLING
 MARVELLA

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 MODEL NO M05 AND IT’S STAGES OF PURIFICATION

STAGES OF PURIFICATION
M 05 model Pureit system uses a 4 stage purification process to deliver “as safe as boiled
water” without the use of electricity and pressurized tap water. Pureit purifies the input
drinking water in four stages.

1. Micro Fibre Mesh (MFM)

2. Compact Carbon Trap (CCT)
3. Germ Kill processor (chlorine Cartridge)
4. Polisher

MICRO FIBRE MESH

This is the first stage of purification. Water gets filtered through a non woven polyester filter (micro
fiber mesh) which removes particulate impurities of size greater than10 micron. Average flow rate
of 5 lit/min which reduce the filtration load Compact Carbon Trap.

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 COMPACT CARBON TRAP
Compact Carbon Trap which is made by the activated carbon and binder to used for holding the
carbon granules. This is the second stage of purification in which, water passes through a
compacted carbon filter which removes particulate matters of 3–10 micron size. This removes
pesticides, cysts and other organic impurities- improve taste and provide clarity to water.

GERM KILL PROCESSOR (Chlorine Cartridge)

In the third stage it uses ‘programmed chlorine release technology’ which kills the harmful
viruses and bacteria. Water comes in contact with the chlorine tablet. The cartridge is
designed such that water picks up a limited quantity of chlorine

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 POLISHER
Finally water passes through polisher, which is made by the activated granular carbon and
coated by the silver. This design has reduced pressure drop, eliminated the level of fines
coming in water and reduce the wastage of plastic in battery. It removes the chlorine and
disinfection by-products. It finally removes all odours, makes water visually clear & gives
great testing water.

(Polisher)

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 AUTO FILLING
Auto filling also purify the water like the M 05 model. The basic difference between the M05
model and the auto filling is that it automatically fills the water in the chamber according to
their requirement because it directly connected through the water pipeline. And in the auto
fill system we can fill the water manually.

MARVELLA

India’s first fully automatic purifier which automatically starts- stops- purifies- stores water
that is safe as a boiled water and serve the water automatically because insta serve jug keeps
the water always ready to be served. Total capacity of Marvella is 4.5 liters, in which Insta-
serve jug has a capacity of 1.25 liters and Storage tank has a capacity of 3.25 liters. In this
the germ kill kit comprises of the 3 consumables namely the Activated Carbon Filter, Germ
kill processor and polisher. One Germ Kill Kit lasts for about 2250 liters. It takes about an
average of 30 minutes to purify 4.5 liters of water and time may vary depending on the input
water quality.

30
Marvell is only designed to remove bacteria, viruses and parasites as per the EPA standards.
It is also removes the physical impurities like dust and dirt. It will not remove any dissolved
salt content in the water. Marvella has also 4 stage purification system which insures you get
water that is as safe as boiled water.
1. Unique Pleated Filter- Removes the visible dirt.
2. Unique Activated Carbon Filter- Removes the remaining dirt, harmful parasites
and pesticides.
3. Unique Germkill processor- it uses programmed chlorine release technology to
target and removes the invisible harmful viruses and bacteria.
4. Unique Polisher-Removes chlorine and other contaminants to make water clean,
odourless and of great taste.

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 Features of the Marvella

• Automatic features
No electric
Automatic on/off features
Automatic storage
Insta serve jug
• Automatic safety
World class Germkill safety
End of the life indicator- Germkill indicator lets you know when we are getting safe
water & when it is a time to replace the kit. When the indicator is fully white it means
the Germkill is working and when it is half red then it is nearing the end of its life.
When the indicator is fully red it means the Germkill power is exhausted and needs to
be replaced.
Auto safety lock- in case, the Germkill kit is not changed when the indicator turns
red, the auto safety lock mechanism will automatically switch off the flow of Pureit
water.
This ensures that no family member drinks water that is not purified. Thus Pureit
ensures that every drop of water we drink is completely safe from harmful germs.

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 PERFORMANCE TESTING OF THE PRODUCT

Leading scientific institution

National Environmental Engg. Research institution
Central Food technology Research Institution
National Institute of Cholera and Enteric Diseases
Indian Public Health Association
Institution of Public Health Engineers

Leading Medical Institution

King Institute of Preventive Medicine, Sundaram Medical Foundation, Apollo
Hospitals
SRL Ranbaxy Clinical Reference Laboratories
Leading International institutions
London School of Hygiene and Tropical Medicine UK
Scottish Parasite Diagnostic laboratory, Glassgow, UK

ORGANIZATION STRUCTURE OF THE COMPANY

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 WHY THE PUREIT AND MARVELLA ARE BETTER THAN OTHER
PURIFIERS?

Pureit is better than the others purifier because it has a number of specific feature which are
better than the other purifier. We can understand it by this figure.

34
 Why Marvell is better than the other purifiers?

Key safety features Pureit Marvella Leading UV in-line

key features PURE- Boiling leading UV purifiers
candle filter
it process inline purifier
Kills/removes harmful y Need for Y N
Removes
viruses harmful viruses, Y boil 30-40 Y
bacteria and parasites
min
Kills/removes harmful y Y N
bacteria
End of life indicator Y Y
Kills/removes harmful y Y N
parasites safety lock
Automatic Y Y

Fully
End ofautomatic features
life indicator y Pureit
N Marvella Y LeadingNUV in-line

Auto switch-off y N Y purifiers

N
Great taste y N Y N
Improves
4.5 quality
lit. of storage capacity Yy N Y N N
Removes odour y N Y N
Insta-serve jug Y N
Does not need expensive y N Y Y
Automatic filling Y N
gas
Does
No not need electricity
electricity Yy Y N N Y
Does not need continuous y Y N Y
tap water
Does not need plumbing y Y N Y
Does not need an y Y N Y
expensive maintenance
contract
low initial cost y Y N Y
Low ongoing cost y N N Y

35
 STRATEGY OF THE COMPANY

Product and service strategy of the company

◎ Different varieties of the product
◎ Easy availability nation wise.
◎ Best quality of used plastic (ABC food grade)
◎ Best quality based technological parts used.
◎ Designed and develop to provide “ as safe as boiled water”
◎ Very attractive design in three colours.
◎ Pureit and Marvella removes visible dirt kills all harmful viruses and bacteria.
◎ Removes parasites and pesticide giving us “as safe as boiled water”.
◎ Removes chlorine and other contaminants to make water clean, odourless and of great
taste.
◎ Any time and any where it can do the performance.
◎ Very easy to use.
◎ Convenience – no hassle of boiling, no maintenance cost like plumbing.
◎ Cost Rs.1/- for every liters of water.
◎ Top most brand name ( Hindustan Unilever Limited)
◎ Life time free service.
◎ Six month warranty period.

PRICE STRATEGY OF WATER PURIFIER

◎ Penetration strategy.
◎ Product price range started from Rs.1000-6990.
◎ Very low cast of maintenance.
◎ Low cast for product.
◎ Best price for other than the competitors.
◎ Attractive discount on replacement of device for customer.
◎ No credit term.
◎ Attractive allowances for dealers.

36
Promotional/marketing communication strategy of company
◎ Activated subscription immediately.
◎ Fast installation of the products.
◎ Best repair services.
◎ Life time free services.
◎ Commercial effective TV advertisement.
◎ Advertisement in news paper.
◎ Broacher
◎ Sales force (8000+across country)
◎ Marketing surveys.

37
COMPETITOR
PROFILE

38
 COMPETITOR PROFILE

Whirlpool –Purafresh Elite

This water purifier has a different purification stages like –

1. Pre Filter
2. Plus sediment filter
3. Pre carbon filter
4. R. O. membrane filter
5. Post carbon filter

It’s a silver activated carbon containing silver ion and ceramic filter inside the storage tank
enable to prevent the microbial proliferation inside the tank and maintain the fresh taste of
water at all times.

39
Along with above purification it storage tank is sealed for outer contamination. it comes with
8.5 liters of storage capacity . It has other utility features like dual overflow protection
system. It is certified by the world’s foremost water body, water quality association, USA
with its gold seal.

Whirlpool-Purafresh Deluxe

This purifier has different purification stages-

1. Pre Filter
2. Plus sediment filter
3. Pre carbon filter
4. R. O. membrane filter
5. Post carbon filter

Along with above purification it storage tank is sealed for outer contamination .It has other
utility features like dual overflow protection system and water level indicator. It comes with
6.5 liters of storage capacity.

40
Whirlpool- Purafresh Platinum

This water purifier has a five purification stages like –

◎ Pre Filter
◎ Neo Sense Filter ( combining the sediment add pre carbon Filters)
◎ Pre Carbon Filter
◎ R O Membrane Filter
◎ Post Carbon Filter

It has a water flow rate of 1.2 liters per minute. It comes with electronic display panel and
push Button which makes operation easier. Its filter change indicators allow the user to
check if filter needs replacement. It also has an auto flush feature ensuring fresh water every
time.

Eureka Forbes- Aquaguard Total RO

41
This water purifier has six purification stages like-
◎ Particle Filter
◎ Clarity Cartridge
◎ Pre T-Taste Enhancer Cartridge
◎ Post-Test Enhancer Cartridge
◎ Nano Silver Medium.

It comes with nine lts. of storage capacity in transparent tank. This water purifier removes the
excess TDS from hard water and makes it taste fresh. It has auto shut-off of the pump, with
unique weight sensor mechanism for efficient and economical functioning. Available
exclusively through the trained Direct Sales of Eureka Forbes.

Eureka Forbes-Springfresh (RO)

42
This purifier has different purification stages-

◎ Pre Filter
◎ Sediment Filter
◎ Pre-RO carbon Cartridge
◎ Reverse Osmosis
◎ Post RO carbon cartridge

It comes with 8 lts. Of storage capacity. This water purifier removes the excess TDS from
hard water and makes it taste fresh.

It has auto shut-off of the pump, with unique weight sensor mechanism for efficient and
economical functioning. Its storage tank is protected against dust and impurities with
separated sealed cap. It is available in leading consumer electronics and home appliances
showroom across country.

Eureka Forbes – Aquasure

43
This water purifier has a four purification stages like-

◎ Pre-filter purification
◎ Activated carbon purification
◎ Active disinfectant
◎ Special carbon block

Active disinfectant of this purifier destroys disease- causing bacteria and viruses.

Special carbon block helps in final finishing stage of purification. It comes with 13lit. of
storage capacity.

44
Eureka Forbes – Aquaguard classic

This water purifier has flow rate of 1lts. per minute. It has a three purification stages like-

◎ Pre filter purification

◎ Silver- impregnated activated carbon purification
◎ Ultra- violet purification

45
Eureka Forbes- Aquaguard Ultra

This water purifier has four purification stages like –

◎ Pre- Filter purification

◎ Activated carbon purification
◎ Sediment filter and Ultrafiltration cartridge for an advance purification
process

In this Sediment filter and Ultrafiltration cartridge for an advance purification process that
filters impurities even in the molecular range, including disease- causing bacteria, virus and
protozoan microorganisms. It comes with the 8 lit. of storage capacity. It does not required
electricity.

46
Eureka Forbes – Aquaguard Intregra7

This water purifier has multi stages water purification technology like Reverse Osmosis,
Ultra Filtration, Aqua-Energiser, Magnetizing chamber, Iron remover and Arsenic remover.
These multistage water purification technologies purify the water and eliminate the health
hazards cause by impure water. It’s comes with 8 lts. Of storage capacity.

47
Usha Brita – Waterguard SF620T

This water purifier has three purification stages like

◎ Pre-filter purification
◎ Silver-impregnated
◎ Activated carbon purification and health and taste Cartridge purification.

48
Usha Brita – Waterguard –Digital

This water purifier has a four purification stages like –

◎ Pre-filter purification, candle –filter purification

◎ Silver –impregnated activated carbon purification a ultra-violet purification. It is
controlled by an eight –bit microprocessor and gives a digital display of all its
operations which makes it user- friendly.

49
Kent- Excell

This storage water purifier has seven water storage capacity and five purification stages like-

◎ Sediments purification,
◎ Pre-carbon filter
◎ Carbon block
◎ Reverse osmosis technology purification
◎ Post carbon purification. It has reverse osmosis technology, its uses semi-permeable
membrane to divert dissolved salts, heavy metals, chemical, micro-organism and
other impurities to drain. In later stage it has resin carbon cartridge, which polishes
water to ensure fresh testing water.

Kent-Elite 1
50
This water purifier has flow rate 0.42 liters per minute. It has four purification stages like
sediments purification, pre-carbon filter purification, ultra- violet purification and reverse
osmosis technology purification.

Kent –wonder

This storage water purifier has a five lts. Water storage capacity and four purification stages
like- sediments purification, pre-carbon filter purification, ultra- violet purification and
reverse osmosis technology purification.

Zero B – Zero B Puriline 2L

51
This water purifier has a flow rate of 2 liters per minute. It has 3 purification stages like

◎ Pre-filter purification
◎ Post carbon cartridge purification
◎ Polyiodinated Resin purification

Zero B – Zero B Puriline 4L

This water purifier has a flow rate of 4 liters per minute. It has three purification stages like
pre-filter purification, Resine carbon cartridge and polyidinated Resin purification. It helps to
remove the suspended particle ,water born bacteria, viruses, odour, taste and colour.

52
Zero B – The Ultimate Upgrade

This water purifier has a storage capacity of 11 liters. It comes with seven purification stages.

◎ Pre-filtration
◎ Sediment filtration 5 micron
◎ Pre-carbon filter
◎ Activated carbon purification
◎ Reverse osmosis membrane purification
◎ Post Ro backup purification.
◎ Bacteriostatic Resin carbon Chamber – cartridge, which polishes water to ensure fresh
testing water. It has also auto flush timer.

Philips –WP 3890

53
This water purifier has a flow rate of 1.2 liters per minute. It has a three purification stages
like – Pre – filter purification, activated carbon purification and Ultra –violet purification. Its
new UV technology destroys known waterborne viruses. it comes with user replaceable filter
which can be replaced whenever indicated by the purifier system. It’s pure protected lock
feature locks the down the purifier if the filter is not replaced on time .

Philips –WP3891

This water purifier has a flow rate of 1.2 liters per minute. It has a three purification stages
like – pre-filter purification, activated carbon purification, and ultra violet purification. It’s
feature include the pure flush that automatically flushes all the internal pipes and the UV
chamber.

Philips –WP 3892

Kenstar-WP-117

54
This water purifier has a flow rate of 1 liters per minute. It has a three purification stages like
– pre-filter purification, silver –impregnated activated carbon purification and ultra-violet
purification.

Kenstar-Le pure

This water purifier has a flow rate of 2 liters per minute. It has a three purification stages like
Pre-filter purification, silver impregnated activated carbon purification and ultra- violet
purification.

Tata swatch

55
It has a two model-

◎ Tata Swach Lock

◎ Tata Swatch Fuse

Advance pure –power indicator and auto shut mechanism. This is free from chlorine,
bromine, and iodine minimal maintenance .

56
ANALYSIS OF THE
COMPANY

57
 ANALYSIS OF THE COMPANY

We can do the different analysis of the company to understand the company strategy,
competitor strategy and it helps the company to make a proper and effective strategy for
product in future to compete with the competitors.

Advantage of the analysis

It helps to the company to expand their business and identify and classify the firm’s resources
in terms of strengths and weaknesses. It makes an effective role to combine the firm’s
strengths in to specific capabilities and core competencies.

It helps to the company select the strategy that best exploits the firm’s capabilities and
competencies relative to the external opportunities.

There are different tools which we can use to analysis of the company.

◎ Industry analysis
◎ SWOT analysis
◎ Comparative analysis

INDUSTRY ANALYSIS

Rivalry among Competing Firms- In the Water purifier Industry, rivalry among
competitors is very fierce. There are lots of competitors in the water purifiers like Aqua
Guard, Kent grand, HUL Pureit, Whirlpool- Purafresh Elite, Eureka Forbes, Usha Brita , Tata
Swatch, etc. Market Players use all sorts of tactics and activities from intensive advertisement
campaigns to promotional stuff and price wars etc. Hence the intensity of rivalry is very high.

58
 Water purifier industry analysis:

SUPPLIER POWER
Supplier concentration
Medium Importance of volume to supplier
Differentiation of inputs
Impact of inputs on cost or differentiation
Switching costs of firms in the industry
Presence of substitute inputs
Threat of forward integration
Cost relative to total purchases in industry

. DEGREE OF RIVALRY High

OTHER
STAKEHOLDERS
Low to medium
Relative power
of unions, govt
BARRIERS TO ENTRY
Absolute cost advantages
Proprietary learning curve
Access to inputs
Government policy
Economies of scale
Capital requirements
Brand identity
Switching costs
Access to distribution
Expected retaliation
Proprietary products
-Exit barriers
-Industry concentration
-Fixed costs/Value added
-Industry growth
-Intermittent overcapacity
-Product differences High
-Switching costs
-Brand identity
-Diversity of rivals
-Corporate stakes
THREAT OF
SUBSTITUTES
-Switching costs
-Buyer inclination to
substitute
-Price-performance
trade-off of substitutes

Medium to high
BUYER POWER
Bargaining leverage
Buyer volume
Buyer information
Brand identity
Price sensitivity High
Threat of backward integration
Product differentiation
Buyer concentration vs. industry
Substitutes available
Buyers' incentives

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Potential Entry of New Competitors:
Water purifier Industry does not have any measures which can control the entry of new firms.
The resistance is very low and the structure of the industry is so complex that new firms can
easily enter and also offer tough competition due to cost effectiveness. Hence potential entry
of new firms is medium to high.
Potential Development of Substitute Products- potential development of the substitute
products is medium to high. Many people like to boil the water than use to the water purifier
and high income people like to purchase the bottle of the water. So the substitute of the
products is medium to high.
Bargaining power of the customer- Bargaining power of the customer is very high due to
lots of alternative is available in market and it has a variety of price range.
So people easily can change their product without any hassles. Company’s also providing
attractive discount on replacement of device for customer. So the bargaining power of the
customer is very high.

Bargaining power of the supplier- The bargaining power of suppliers of raw materials and
intermediate goods is not very high. There is ample number of substitute suppliers available
and the raw materials are also readily available and most of the raw materials are
homogeneous. There is no monopoly situation in the supplier side because the suppliers are
also competing among themselves.

SWOT ANALYSIS OF WATER PURIFIER PUREIT

60
 STRENTHS
• Company background
(Hindustan Unilever
Limited)
• Strong distribution channel.
• India’s first fully automatic
purifier.
• No hassles in purifying the
water
• Advance auto switch-off
technology
• Low maintenance cost
• No operating cost like- no
electricity, no plumbing, no
gas etc.
• One crore challenge of the
company.
• Certified by the leading
INTERNAL scientific, medical,
international institutions
like –EPA, Ranbaxy
laboratories etc.
OPPORTUNITIES
• India has second largest
population in the world.
• Approximately 48 %
population belongs to the
middle income group.
• Rising income of the people
• Increasing literacy rate of
the country
• Increasing awareness of the
people towards water born
EXTERNAL dieses.
• Pilot project of the HUL
Company increases the
value of the water purifier.
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WEAKNESSES
• It does not remove any
dissolved salt content in
water.
• It’s “Germ Kill Kit” work
effectively in moderate
humidity condition. ( not
more than 25C)
• After sales services are not
effective.
• Less varieties of model
• less attractive for elite and
high income group family.
• Not expert sales candidate
and mostly less educated
qualified people
• Lack of training and
development program for
the sales candidate.
• Less innovative and not
attractive advertisement.
THREATS
• Many competitors
• Increasing number of
competitors like -Tata
swatch etc.
• Effective advertising and
promotional strategy of the
competitors.
• Large no of product line of
the competitors like
Aquaguard, Ushabrita.
• Increasing the technology
of the competitors like UV
technology etc.
• Attractive price range of
the competitors.
SOLUTIONS TO OVERCOME ON THE THREATS AND WEAKNESS
OF THE COMPANY
◎ Company mast use the new technology to purify the water which removes the any
dissolve salt content in the water. This is the biggest the drawback of the company by
which company does not able to increase share in the market and in maximum area
water has dissolve salt content in the water. So if company will have to change their
technology to compete the most effective water purifier Aquaguard, which removes
physical impurities, chemical impurities, biological impurities as well as the salt
content from the water.
◎ Company should more focus on their post sales services. For not only to satisfies the
customer but as well as delight the customer by their attractive services.
◎ Company should increase Model with high standard and with the attractive
innovative feature, which could make an effective image to the high income group
family. So company should increase the product line of the water purifier.
◎ Company should provide the training to their sales men by which they could easily
influence the customer or company hired the well educated and smart people who can
make a good impression to the customer.
◎ Company should expense more money in promotional activities in order to
communicate the people effectively. So the company should show the innovative and
attractive advertisement for this.

62
 COMPARATIVE ANALYSIS OF THE PURIT WITH AQUASURE
BRAND NAME (HUL) EUREKA FORBS LTD(EFL)

IMAGE

MODEL PURE-IT AQUASURE

63
PRICE Rs 2000/- Rs 2990/-

MACHINE FEATURES

Type of Water Purifier Storage Storage

Storage Capacity (Litres) 18 ltrs 13 ltrs

METHODS OF PURIFICATION

Purification Stages 4 4

Pre-Filter Purification Yes Yes

Silver-Impregnated Activated Yes Yes

Carbon

Candle-Filter Purification No No

Ultra-Violet Purification No No

Reverse Osmosis No No

Other Methods Germ Kill Processor and Active Disinfectant / Special

Unique Polisher Carbon

MAKE AND PHYSICAL

FEATURES

Material of Body ABS Plastic Food grade ABS Plastic

Colours Available Royal Blue & Burgundy White and Blue

Product Life Indicator Availability Yes No

Auto Switch Off Technology Yes No

OTHER ADVANTAGE

Germ kill performance standard Environmental Protection NOT Certified

Agency (EPA), USA Certified

Power Required No NO

DIMENSIONS

Height (mm) 610 540

Depth (mm) 260 302

Width(mm) 290 302

Weight (Kgs) 4.1 3.4

AFTER SALES SERVICE

Warranty Period (Years) Life time 1Yr

Help line no 1860-180-1000 9223600600

Turnaround Time 24-48 hrs 24 hrs flat

64
Charges No charges If out of warranty

RESEARCH METHODOLOGY TO
UNDERSTAND THE CONSUMER
BEHAVIOR ON SAFE DRINKIN
WATER

65
 CONSUMER BEHAVIOUR
In today’s challenging and competitive of fast changing technology, consumer tastes are also
characterized by fast changes. So to survive in the market the firms have to be in touch with
the changing consumer preferences. Marketers have to understand consumer behavior and
factors influencing in the buying behavior of the customers in order to be successful in this
dynamic and competitive environment.

MEANING OF CONSUMER BEHAVIOR

Consumer behavior is the behavior that the consumers display while searching for,
evaluating, purchasing and disposing of product and services that they expect will satisfy
their needs. Consumer behavior is the study of how consumer makes their decision to spend
their resources on consumption related to items like time efforts and money. Study of
consumer behavior proves the marketers an insight regarding the consumer preferences and
helps them in effective market segmentation and targeting. The importance of consumer
behavior lies in the fact that behavior can be understood and influenced to ensure a positive
purchase decision. So around understanding of consumer behavior is necessary for long run
success of any marketing program. That is why the marketing manager’s interest lies exactly
in understanding consumer behavior to ensure that his marketing strategy results in
purchasing product.

DETERMINANTS OF CONSUMER BEHAVIOR

The study of consumer behavior is quite complex, because of many variables involved in
their tendency to interest with and influences each other. The main determinants of consumer
behavior are—

1. External variables
1. Individual determinants of consumer behavior External variables- The
external environment is made up of various influences such as—
• Culture

66
 • Sub culture
• Social class
• Family
• Reference group
• Personal factors such as age, life cycle, education, occupation, life style, personality
etc.

These all are major determinants of consumer behavior.

1. Individual determinants of consumer behavior- The individual determinants of

consumer behavior are—
• Personality and self concept
• Motivation and involvement
• Learning
• Memory
• Attitude

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 RESEARCH METHODOLOGY
Research is any original & systematic investigation undertaken in order to increase
knowledge and understanding a problem & reaching to its solution.

In broadest sense research include any gathering of data information and facts for
advancement of knowledge.

Research must be systematic and follow series of steps.

Problem definition: The first step in any research is to define the problem. This is very
big issue for successful completing the research. So firstly I try to understand the problem of
the consumer on safe drinking water.

Research approach: By collecting and analyzing the data from secondary sources, I
developed a research approach which includes objective frame work, research questions,
specification of information needed.

DATA COLLECTION: For doing research on this project I have used the following
sources for collecting the data.

Primary data collected:For primary data collection a market survey has been done with
the help of questionnaire to accomplishing this project objective. Especially the Vashundhara
region has been targeted Sample table on the basis of that daily activity of field work was
done is referred to annexure.

Secondary data collected from: Secondary data has been collected with the help of
internet and existing report of salesperson of the company by talking to them and with the
help of senior management also.

68
 LIMITATIONS:

These project works also have some limitation which I had to face while doing survey and
conducting interview through questionnaire with the people. Due to limited time constraints
which were only two months I could not find the accurate data and the people with whom
interview was being conducted where not responding well so I had to struggle. Whether some
of them responded well and they were also excited to know about the waterborne diseases
and how Pureit works to remove all the bacteria’s, viruses, pesticides and parasites present in
water. Although I have tried to take care of everything, still due to sample size there may be
some chances that it could not be generalized. Apart from this the response errors were also
there because some of the respondents gave more than one answer for a single question,
which were of little use for me.

69
 DATA ANALYSIS AND INTERPRETATION

Survey done on sample size of 100 people

And sample was calculated from Shakati Khand, Vaishali, Nyaykhnad etc.

Q.1) Do you know that 80% of the diseases in our country are water borne?
Yes – 24%
No - 76%

Sample size of 100 was taken for doing this survey and out of 100 people, 76% people were
well known that 80% of diseases in our country are water borne whereas 24% people did not
know about this.

I have to make them aware about the diseases that caused by due to contaminated water.

Q.2) Are you aware of water born diseases? (Like as jaundice, diarrhea etc.)
Yes 84%
No 16%

Out of sample size of 100, 16% people do not aware of water borne diseases, whereas only
84% people aware about water borne diseases. So a large number of people are aware of
waterborne diseases but there are some people who don’t know about it and because of this
unawareness they don’t feel buying water purifier, whenever this kind of awareness
programmed is organized by any company or government they didn’t take interest to them.

70
Q.3) Which type of existing drinking water source are you using?

Municipal supply water 80%

Hand pump 16%

Bore well 2%

Others 2%

According to the above pie chart, it is clear that out of sample size of 100- 80% people use
municipal supply water for drinking purpose, whereas 16% people use hand pump
water, 2% people use bore well water and only 2% people use other sources of water for
drinking.
As from this above information highest people consume munciple water for drinking because
of in their area water is saltage or contaminted till 80-90 feets if they want to go for boring
upto 200 feets then they only will be able to get safe water which they can’t afford.

Q.4) How do you purify the water?

71
 Normal 10%

Boiled 40%

Water purifier 42%

Others 8%

According to the survey only 42% people use the water purifier, 40% people purify the water
by boiled the water, and 10% people normally purify the water like they use jilter etc. to
purify the water and rest 8%purify the water by others different method.

Q.5) If yes, which purifier do you use?

Pureit 20%

Aquaguard or Aquasure 43%

Kent water purifier 20%

Philips 10%

Others 7%

Out of sample size 100 people who use purifier, 43% people are using Aquaguard purifier
whereas Pureit and Kent is used equally by 20% people while Philips is used only 10 %
people and other purifier is used by only 7% people.

On the basis of this information we can easily can understand the highest number of
consumer of the Ghaziabad used Aquaguard purifier because of saltage water is present in

72
their area so they used R.O. based purifier in their home and second highest consumer is
shared by Pureit and Kent both because of their low price segment and have target to Indian
lower and middle class people.

Q.6) How do u come to know about this particular water purifier?

News paper 10%

TV advertisement 30%

Word of mouth 40%

Radio 10%

Others 10%

Consumers are able to get the more information from word of mouth because water purifiers
do the maximum sales by door to door procedure. So it has a 45% from word of mouth, 10%
from the news paper, 10% from the internet, 30%from the TV ad and rest of the get
information from the others sources like radio etc.

Q.7) Does your purifier remove pesticide impurities from drinking water?

Yes 50%

No 28%

73
 Don’t know 22%

Out of sample size 100 people, 50% people know that their purifier remove pesticide
impurity, 28% people say that their purifier do not remove pesticide impurities where as
only 22% people say that they don’t know about that.

From this information I have to make them aware about skin diseases and teeth
diseases and hair loss etc. these are such type of diseases which many people suffers
from.

Q.8) Does your water purifier consume electricity?

Yes 64%

No 22%

Don’t Say anything 14%

Out of sample size 100 people who are using purifier, 46% people said yes their purifier
consume electricity, 40% people said their purifier don’t consume electricity and whereas I
meet 14% people like that they don’t want to give response regarding this matter.
On the basis of above information actually I had to segment the consumer. I found that lower
middle class and some middle class person only purchase without lectricity Purifier

74
because they are cheaper in cost, whereas middle class and uper middle class person
don’t consider electricity as a big issue their man motive is which is best for them.

Q.9) Is your water purifier dependable on service after sales?

Yes- 56%

No 37%

Did not say anything 7%

From this above pie chart it is clear that out of sample survey people 100- 56% people say
that their water purifier is dependable on service regularly where as 37% say their water
purifier not dependable on after sales service whereas 7% did not say anything in this matter
actually they do not be in attentive mood.
As higher no. of people say that their purifier dependable on service after sales it means that
service is most important for any purifier, so timely service is very essential for purifier to
sell it.

75
 Q.10) Have you come across any kind of marketing activities for purifiers in last six
months?

Road shows - 9%

Visual Merchandising - 6%

Direct marketing - 30
TV commercial - 55%

Out of sample size 100 people, 55% people say they have seen purifier marketing activity on
TV commercial, whereas 30% people say they have seen by direct marketing at their
doorstep, 9% people say they have seen it by road show while only 6% people have seen it
visual merchandising.
Its shows that people are very well aware of water purifying equipment or method and they
are showing interest on them because higher no. of people have heard about TV commercial
so it means they want to update from technology after second position goes to direct
marketing it mean people are showing interest on real time activity also.

Q.11) where do you prefer to buy a water purifier from?

Retail Outlets 25%

Franchisee dealers 10%

Direct marketing (Demo at your doorstep) 30%

coco 35%

76
 Out of sample size of 100 people, 35% prefer to purchase the product by coco stores, 30%
people are interested to purchase the product by direct marketing, 25% people interested to
purchase by retail stores and only 10% people are interested to purchase by franchisee
dealer.
As per the given information from the chart it is clear that higher purchase of water
purifier is being done by coco stores because of the faith and second goes to direct
marketing it means the direct marketing is also able to make them aware of people and
gain some faith of customer.

Q.12) While buying any water purifier what comes to your mind?

Cost 30%

Health conscious (service) 35%

Brand name 20%

Technology 15%

It is clear to the above pie chart out of sample size 100 people, 35% people prefer the service
of the purifier first then after other thing while purchasing any purifier because they are very
health conscious, 30% people prefer cost first while purchasing purifier, 20% people focus
brand name first for purchasing the purifier and remain 15% people only focus the
technology.
It tell the typical consumer behavior that how a consumer react for purchasing any
product from this we can easily understand consumer want good product in cheap rate
And they can’t compromise with the help.

77
Q.13) Are you regularly updates from water cleaning appliances?

Yes 35%

No 50%

Apathetic or not interested 15%

Out of sample size of 100 people, 50% people do not update of the water cleaning
appliances, 35% people only update of water cleaning appliances whereas 15% people
apathetic kind of show they show very less or no interested in it. Therefore we can say that
50% people are those who really want to update the water cleaning appliances. So there is a
chance for us to sell the product by giving regular update about the product.
It shows that highest no. of people is not updated from water cleaning appliances either they
have already satisfied with the existing purifier which they are using so they feel no need
for updating or either they don’t have interest to such kind of activity.

HUL PURIFIER PRODUCT SURVEY REPORT

SURVEY DONE ON SAMPLE SIZE OF 100 PEOPLE

Only the results necessary for the survey are tabulated

Q.1) Do you own any HUL PUREIT product?

Yes- 30%

78
 No- 70%

Out of sample size of 100 people, 30% people say that they have pure it product whereas 70
% say they don’t use this product.
So here we have a chance to sell out pureit product in this 70% area.

Q.2) If yes, which product you have purchased?

Compaq 25 %

Pureit M05 44%

Autofill 30%

Marvella 1%

Out of sample size of 100 people, it is clear to the above graph PureitM05 is used by 44%
people, Autofill is used by 30% people, and Compaq is used by 25% people where as
Marvella is recently launches product so it is used by only 1% people.
On the basis of above graph we can say that Pureit M05 is the highest selling than their own
brands because of easily availability sound sales promotion and launched in initial stage
by hul and its price strategy .

79
Q.3) Where you did heard about the product?

TV commercial - 70%

Newspaper print ads- 8%

In shop branding- 7%

Friend’s references- 15%

Out of sample size of 100 people, it is clear from the above graph that 70% people say that
they have listen about the pureit purifier by TV commercial, 15% people say that they have
listen about the pureit through their friends, 8% people say they have heard about it by
newspaper and print ads, whereas only 7% people say that they have heard about it through in
shop branding.
It means highest number of people attract from by TV commercial but when they listen their
friend about its so they ready to purchase because faith on at first on brand and second on
friend who is using.

Q.4) Which thing attracted you for purchasing the pureit?

Price 25%

Technology 9%

Aesthetics 6%

Brand name 60%

80
Out of sample size of 100 people, 60% people say that they have attracted by brand name for
purchasing the product, 25% people say that they have attracted through its price , 9% people
say that they have attracted pure it by its technology while only 6 people say that they have
attracted by its appearance or structure.
As per the given information brand name is most important in selling. In spite of a brand is
in the mob of thousand products still he easily recognized and sold it. After that price come
so if the branded product come with the cheaper price then people easily attract from this.

Q.5) How satisfied are you with customer service received of pureit?
Very Satisfied 15%

Satisfied 20%

Dissatisfied 25%

Very Dissatisfied 40%

Out of sample size 100 people, it is clear from the above mentioned graph that 40% people
are very dissatisfied from pure it service, 25% people are dissatisfied from its service,
whereas 20% people is very satisfied of the service of pureit and remain 15% people are only
satisfied of the service of the product.

On this question we wanted to take out the feedback from pureit existing customers so that
best selling could be enhance, but the feedback is showing the pureit poor sales service and
showing that very least customer is satisfying from its service.

81
 CONCLUSION

The study of consumer behavior on safe drinking water reveals that people are not much
aware regarding water born diseases. which I learned from my experience after working on
this project, mostly of them isn’t aware about the diseases which spread contaminated water.
It was found that from this study that people give priority to the brand name first before cost
or any other quality while purchasing any water purifier.

Study also reveal that in Ghaziabad city the R.O based purifier is mostly used because the
saltage water available in the city. It also found that from the study customer is using
municipal water as a prime source of drinking because of pure ground water is not easily
available before 200 feet, either it is contaminated due to industrial wastage or high initial
investment.
Market of purifier is very penetrated in Ghaziabad city a lots of purifiers are available along
with pureit purifier with economic prices and better services so that very tough competition
was found for pureit purifier, but the feedback of pureit as I found do not fulfill the objective of
the company expectation.

RECOMMENDATIONS
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As per the survey done following were the findings and recommendations of the survey:

 In India lots of the people are not aware regarding the water diseases problem so
government mast take initiative and do the more events and advertisement to aware
the people regarding water diseases problem, because healthy people can make a
developed nation.
 People also should give more attention regarding their health.
 Government must more focus to the pure of water like rivers etc.

 Company should be focus on R.O. And U.V based product so that can target the
higher and middle class customer because they are the one who is more causes about
the health.
 Customer service is something which Pureit should have to pay more attention at.

 All models not available for display in retail outlets and also brochures should be
made available.
 Sales person at the retails counters should have proper knowledge about the product.
 Company should focus more on brand awareness by doing advertising (like as, kill 1
crore viruses in one litres (water) as well as will have to aware the people about the
water borne diseases.
 Technological & other aspects should be reconsidered and re-scrutinize because
during the survey it was found that a lot of complaint was battery or germ kill kit
which was spoil before time period .
 Price structure should be revised
 Customer service is something which company should pay more attention at.
 Company’s R&D need to develop product which even purifies the salt water and
make fit for drinking.

BIBILIOGRAPHY

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Websites

www.hul.co.in
www.pureit.in
www.customercomplaint.in
www.compareindia.com
www.eurekaforbes.com

Books Referred

Coney Hawkins best,”Consumer Behavior”, 8th Edition,1-14,393-418.

Loudon &Della Bitta, “Consumer Behavior”, 1003 Edition, 432-433.
Kotler Philip, “Marketing Management”, Millennium Edition, 176-182, 202-204.
“Marketing Research” by G.C. Beri

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