Abstract (i) (ii) (iii) Product / Product Category Chosen : Mineral Water/ Bottled Water Methodology to be Adopted : Projective

Technique Brief causes and aims of the work : Fifteen years ago no one imagined of purchasing water from the shops but now it has become the need of the hour. People are getting more and more hygiene and health conscious. According to a research conducted by Ikon Marketing Consultants: Urban consumption, rising health consciousness, less entry barrier to the industry and availability of bulk package have increased the demand for bottled water. The revenue in bottled water is estimated to reach Rs 10,000-crore in 2012-13. Global bottled water market increased by 40% - 45% over the past five years and is currently valued at $85-90 billion, the Indian bottled water market is around only 2 % of global bottled water. The objective is to study and analyze the different criteria/factors that the consumer keeps in consideration while purchasing bottled water, small packing, the size and the shape of the bottle, cost etc, holds maximum market share due to easy affordability and availability. To understand attitudes, motivators and behaviors that drives a product selection and loyalty. Qualitative method will be used in the study- Projective technique. Sample size : 20 individuals; we will conduct word building, sentence completion, picture representation methods to understand the above mentioned objective of our research.

Group Members: Roma Priyanka Bara, Sharon Elin Sunny & Somya Jain