STUDY ON HOUSE HOLD AWERENESS

ABOUT WATER PURIFICATION &

IDENTIFY PROTENTIAL COUSTOMER
FOR HUL “PURE IT” IN KOLKATA

Internal guide : Presented by :

prof. sarmistha das PRASENJIT GHOSH

External guide : mba 2nd sem , 2009-2011

sri deepak shaw eiilm , kolkata
 Company profile
Earlier known as Hindustan Lever Limited.
Was formed in 1933 as Lever Brothers India
Limited.
Head office in Mumbai.
HUL is the market leader in Indian products such
as tea, soaps, detergents etc.
 WATER DIVISION
PRODUCT – PURE IT
MODEL PRICE

COMPACT RS. 1,000

MO5 RS. 2,000
AUTOFILL RS. 3,200
MARVELLA RS. 6,200
 OBJECTIVE
UNDERSTAND THE BUSINESS AS USUAL SCENARIO OF
HOUSEHOLD AWERENESS REGARDING WATER PURIFICATION

 ESTABLISH “PURE IT” WATER PURIFIER BY HUL AS A PRODUCT

AMONG THE HOUSEHOLDS

 IDENTIFY PROTENTIAL CUSTOMER FOR WATER PURIFIER BY HUL

 Methodology
ACTION BASED
SURVEY BASED
 DATA – PRIMARY DATA
 SAMPLE – CONVENIENCE SAMPLING
TOOLS – QUESTIONNAIRE
 SAMPLE SIZE - 389
 EXISTING DRINKING WATER
SOURCE
MUNICIPAL BOREWELL
MUNIC BORE CANNE TANKE DON CANNED TANKER
IPAL WELL D R ’T
WATER WATER KNO DON'T KNOW
W

3% 1%
10%
264 71 37 13 4 18%

68%
HOW DRINKING WATER IS
TREATED
DO BOILED CANDL CANNE ELECTRIC NON TOTAL
NOTHI WATER E FILTER D AL ELECTRIC
NG WATER AL
26 33 93 37 112 88 389

DO NOTHING BOILED WATER CANDLE FILTER

CANNED ELECTRICAL NON ELECTRICAL
23% 8%
7%

24%

29% 10%
 WHAT TYPE OF PURIFIER
ARE USED

ELECTRICAL NON-
ELECTRICAL ELECTRICAL
34%

112 214
NON-ELECTRICAL
66%
 RESPONSE OF 80%
DESEASES ARE WATER
BOUND
KNOW DON’T KNOW DON'T KNOW
28%

282 107 KNOW

72%
 RESPONSE OF BOILED WATER IS
NOT NECESSARILY SAFE WATER

KNOW DON’T KNOW

DON'T KNOW
45% KNOW
214 175 55%
RESPONSE OF FILTRATION CAN’T
DECONTAMINATE THE WATER
YES NO
157 232

YES
40%

NO
60%
INTERESTED TO KNOW
ABOUT “PURE IT”
YES NO
158 231

YES
41%

NO
59%
 POTENTIAL CUSTOMER
FAMILY INTERESTED 1 2 3 4 5 MORE
MEMBER
1 4 11% 4% 3% 13%
2 21
3 73
4 36 23%
5 17
MORE 7
TOTAL 158 46%
 POTENTIAL CUSTOMER
WATER INTERESTED
SOURSE MUNICIPAL BORE WELL CANNED
MUNICIPAL 98 TANKER OTHER
WATER
8% 5%
BORE WELL 39

CANNED 0

TANKER 13 25%

OTHER 8
62%
TOTAL 158
POTENTIAL CUSTOMER AND
NEW CUSTOMER
TOTAL INTEREST NEW FOLLOW
RESPONSE ED CUSTOME UP
R

389 158 35 67

40 % 22 % 42 %
 FINDINGS
 LARGE NUMBER OF PEOPLE USE MUNICIPAL WATER
 MOST OF THE PEOPLE USE WATER PURIFIER, ONLY 7%
DON’T DO PURIFICATION
 66% ARE NON ELECTRIC PURIFIER USER
 72 % PEOPLE ARE AWARE OF WATER DESEASES
 45 % PEOPLE DON’T KNOW THAT BOILED WATER IS
NOT NECESSARILY SAFE WATER
 60 % PEOPLE DON’T KNOW THAT FILTRATION CAN’T
DECONTAMINATE THE WATER
 RECOMENDATION
 ORGANIZE SOME AWARENESS PROGREMME
ABOUT WATER PURIFICATION
59 % PEOPLE ARE NOT INTERESTED ABOUT
“PURE IT” – GRAB THEIR ATTRACTION

LIMITATION
LEARNINGS
THANK YOU