PROJECT REPORT ON

CONSUMER BEHAVIOUR WITH RESPECT TO WATER

PURIFIER
A PROJECT REPORT SUBMITTED TO THE UNIVERSITY OF
MUMBAI FOR THE AWARD OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
(V
SESMISTER)

BY
KHAN SALMAN SHAMIM
A-E-KALSEKAR DEGREE COLLEGE
MUMBAI
OCTOBER 2015
UNDER THE GUIDANCE OF
PROF: LUBNA ALI

Acknowledgement

I would like to express my deep sense of gratitude towards the Faculty and
the seniors around us, for their guidance and encouragement throughout the
period of the project study. I am indebted to their guidance, spirit and
valuable suggestions.
I would like to special thanks to PROF. LUBNA ALI without whose

continuous guidance and encouragement it would not have been possible for
me to complete this project work.

I would also like to thank everyone who has been a help directly or
indirectly leading to the successful completion of project work.

SALMAN KHAN

Declaration

I hereby declare that I have carried out Research Project on the topic entitled
Customer Behaviour with respect to Water purifier in Thane.
I further declare that this project work is based on my original work and no
part of this project has been published or submitted to anybody.

Signature of student
Date

Index

Sr.no

Title

1.

Introduction

2.

Company Profile

3.

Theoretical View

4.

Data Analysis and Interpretation

5.

Findings, Conclusion & Suggestion

6.

Refrence

7.

Annexure

Page.no

Executive summary
This project is on the basis of about what is the concept of consumer
buying behaviour towards water purifier it covers all the consumers who
buying water purifier in the present, past and future.
It gives a detail of all types of water purifier and about the water sources,
about the methods of purification, about all the brands involved in water
purifier and a brief information about kent Ro ltd. i.e. historical background,
brand facility, technology, annual turnover, awards won by brand, profile of
chairman of kent Ro ltd. and products detail with features & pictures and
also about eureka forbes and hindustan uniliver.
The survey has been done in thane on the basis of randomly selecting of
100 respondent out of which 68% male and 32% female.

CHAPTER-1

INTRODUCTION

1.1

Introduction to topic

This project is based on the aspect of consumer behavior with respect to

Water purifier in thane. The project revolves around the consumers behavior
when it comes to purchasing any water purifier. The factors that influence
the consumer to make his decision while purchasing a product are also
discussed. As this is a research project, a research was conducted by survey
method. A small survey was conducted which involved Mumbra's
consumers, who shared their experience and idea of serving in this area. This
project tries to understand how much of the theory of consumer behavior is
applied in practice and how marketing can make a difference.
A detail study on consumer behavior has been done by many theorists,
which is discussed in the project along with different methods of motivating
consumers to buy. Detail information on water purifier is also mentioned in
the project report. Many organizations have come forward with different
products in the water purifier industries. Many organization have emerged to
become huge brands. Apart from that many foreign companies are also
serving the Indian market with their products which are becoming popular
with each day, and are becoming a threat for the local companies.
The water purifier industry still needs to evolve a lot in India. We cannot be
sure how the local companies compete with the foreign technology in the
ever changing world. Consumers are becoming more precise about the
features they want in a product and when they do not find them in a local
product they tend to go towards the foreign products.

CONSUMER BEHAVIOUR
Consumer behavior is the study of when, why, how, and where people
do or do not buy products. It blends elements from psychology, sociology,
social anthropology and economics. It attempts to understand the buyer
decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioral
variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference
groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the

customer playing the three distinct roles of user, payer and buyer.
Relationship marketing is an influential asset for customer behavior analysis
as it has a keen interest in the re-discovery of the true meaning of marketing
through the re-affirmation of the importance of the customer or buyer. A
greater importance is also placed on consumer retention, customer
relationship management, personalization, customization and one-to-one
marketing. Social functions can be categorized into social choice and
welfare functions.
Each method for vote counting is assumed as a social function but if Arrows
possibility theorem is used for a social function, social welfare function is
achieved. Some specifications of the social functions are decisiveness,
neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and
strong Pareto optimality. No social choice function meets these requirements
in an ordinal scale simultaneously. The most important characteristic of a
social function is identification of the interactive effect of alternatives and
creating a logical relation with the ranks. Marketing provides services in
order to satisfy customers. With that in mind, the productive system is
considered from its beginning at the production level, to the end of the cycle,
the consumer.
Belch and Belch define consumer behavior as 'the process and activities
people engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services so as to satisfy their
needs and desires.
The study of consumers helps firms and organizations improve their
marketing strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing
decisions;
Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products
that differ in their level of importance or interest that they entail for the
consumer; and
How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals,
groups, or organizations and the processes they use to select, secure, use,
and dispose of products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and society."
Although it is not necessary to memorize this definition, it brings up some
useful points:
Behavior occurs either for the individual, or in the context of a group (e.g.,
friends influence what kinds of clothes a person wears) or an organization

(people on the job make decisions as to which products the firm should use).
Consumer behavior involves the use and disposal of products as well as the
study of how they are purchased. Product use is often of great interest to the
marketer, because this may influence how a product is best positioned or
how we can encourage increased consumption. Since many environmental
problems result from product disposal (e.g., motor oil being sent into sewage
systems to save the recycling fee, or garbage piling up at landfills) this is
also an area of interest.
Consumer behavior involves services and ideas as well as tangible products.
The impact of consumer behavior on society is also of relevance. For
example, aggressive marketing of high fat foods, or aggressive marketing of
easy credit, may have serious repercussions for the national health and
economy.

INTRODUCTION TO WATER PURIFIER

Water purifier is consider as a kitchen appliance for purifying water
and it is used for preventing water borne disease. There are several
companies in water purifier industries in India some are as follows:

Aquaguard (Eureka Forbes)

Kent
Zero B
Pure it (HUL)
Livpure
Bajaj
Philips
LG
Aqua sure (Eureka Forbes)
Tata, etc.

There are seven types of water purifier as follow:

Non-Electric purifier (chemical based)

Uf purifier (Non Electric purifier)
Uv purifier (Ultra violet)
Uv+uf purifier
Ro purifier (reverse osmosis)
Ro+uv purifier
Ro+uv+uf purifier

Following are the advantage and disadvantage of all types of water purifier.

 Non-Electric:Advantages: Saves 100% electricity.

No needs of continuous running water.
Disadvantages: Cant remove bacteria and virus.
Excess chemical is harmful for health.
Change taste of water. (Lightly)
Ultra filtration:Advantages: Saves 100% electricity.
No needs of continuous running water.
100% chemical free process.
Disadvantage: Cant remove heavy metals like zinc, lead, calcium,
magnesium,etc.
Ultra violet:Advantage: 100% recovery of water.
High flow rate.
100% chemical free.
Economical.
Retains taste of the water.
Disadvantage: Needs continuous electricity.
Needs continuous water supply.
Uv+uf:Advantage: 100% recovery of water.
High flow rate.
100% chemical free.
Economical.
Retains taste of the water.
Removes bacteria virus too.
Disadvantage: Needs continuous electricity.
Needs continuous water supply.
Reverse osmosis:Advantage: Removes bacteria, virus, cyst, dissolved chemicals &
heavy metals.
Removes 100% chemical, bacteria and virus.
Removes TDS up to 90-95%.
Disadvantage: Cant use in municipal water.
High Maintenance.
Waste water up to 70%.
Ro+uv+uf:Advantage: Removes bacteria, virus, cyst, dissolved chemicals &
heavy metals.
Removes 100% chemical, bacteria and virus.
Removes TDS up to 90-95%.
Suitable for all source.
Disadvantage: High maintenance.

Waste water up to 70%.

Ro+uv+uf:Advantage: Removes bacteria, virus, cyst, dissolved chemicals &
heavy metals.
Removes 100% chemical, bacteria and virus.
Removes TDS up to 90-95%.
Suitable for all source.
Uf will enhance Ro membrane life.
Disadvantage: High maintenance.
Waste water up to 70%.
These all water purifier is categorized by the quality of water and quality is
based on the sources of water.
Sources of water are as follows:
Rain
Sea
Rivers
Lakes
Glaciers
Wells
Bore wells
Springs
Ponds, etc.
I am explaining these sources of water because these sources has their
different-different TDS (total dissolved solids) level and it require differentdifferent technology of purification.
For example: - Non electric, uf, uv, uv+uf, is for municipal water & Ro is for
hard water and ro+uv+uf is for all source.
Methods of purification
Boiling
Uv
Chemical dosing
Membrane
Boiling:It is an old technique of water purification.
Advantage: kills bacteria and virus from the water.
Disadvantage: Boiling will only kills bacteria and virus but the dead bodies
of bacteria
and virus will be present on water
Boiling cant remove additional impurities i.e. physical, organic and
chemical.
Uv:Uv stands for ultra violet & the process of uv is like ultra violet rays and
that rays will deactivate all bacteria from the water.

Advantage: It removes all impurities i.e. physical, chemical and organic.

Hi flow rate saves time.
Disadvantage: Deactivated bacteria virus will remain in purified water.
Chemical dosing:It is a process of chemical based purification like chlorine, bromine,
iodine, etc.
Advantage: No needs of continuous flow of water.
No needs of electricity.
Disadvantage: manual cleaning.
Excess chemical is harmful for health.
Membrane:Membrane comes in two types first RO membrane and UF membrane.
The pour size of RO membrane is 0.0001 it removes all impurities and pour
size of UF membrane is 0.01 it removes bacteria and virus.
Advantage: It gives you 100% pure water.
Works in all source of water.
Disadvantage: Wastage up to 70% of water.

1.2 Objective of study

Objective of studying this project are as follows:
1. To know race of celebrity in buying decisions.
2. To know consumer behaviour while purchasing.
3. To know what factor affect consumer behaviour.
4. To know the consumer view regarding service/after
Sales service.
5. To know various strategies used by companies to attract

Consumers
6. To know the consumer preference.
7. To know consumer taste
8. To know consumer perceptions
9. To know consumer buying process
10. To know consumer choice

1.3 Scope of study

1. This Report will help to understand the consumer
behaviour towards purchasing a new water purifier.
2. It also opens the various factor which can affect the
purchase decision.
3. This Report provides a frame of mind of people, what are
the exceptions of consumer and up to how much level
these expectation met.
4. This Report will be helpful for Retailers and Companies
so that they can understand the consumer behaviour
And can satisfy the consumer on more better manner.
5. To know whether they recommend to other or not.

1.4 Limitation of study

The study is confined to a finite period. The study was conducted only in
Thane, hence the result arrived from the study may not extended to the other
parts. The data collection is based on the questionnaire and the result would
be varying according to the opinion of the individual. The study is based on
the present buying behavior of the customers, but behavior subject to
frequent changes, because of changes in Technological development and
Style of living. The sample size is limited to 100 respondents only.

1.5 Research Methodology

In this project information is conducted through primary source and
secondary source. Primary data are the sources which provides first hands
information. Secondary data are the sources which provides second hand
information.
Sources of primary data
It is an Original Data directly about the industry.
It does not exist before.
It has been gained with the face to face interview and questionnaire
sources of secondry data

Journals

Brouchers

Reference books

Websites,etc.

INFORMATION NEED
Respondents Profile
Number of members in family.
Monthly Household Income, etc.
General Information
Various consumer goods like Colour T.V., Refrigerator,
Washing Machine, water purifier, etc. owned by respondent.

 No. of water purifier owned (Nominal

Scale & multi-choice)
From where they get information about water purifier(Multioptional)
How much respondents are satisfied by product (multioptional)

CHAPTER-2
COMPANY PROFILE
Kent

Kent RO Systems Ltd is an Indian healthcare products company

headquartered in Noida, Delhi. It makes water purifiers based on the process

of Reverse osmosis (RO) purification. Over the years the company has
diversified into other products such as air purifiers, vegetable and fruit
purifiers and water softeners.
[1] The company exports to SAARC countries, Middle East, Bangladesh,
Nepal, and Kenya. It expects a contribution of 15% of total turnover to come
from exports in the near future.
[2] The company won the Golden Peacock Eco Innovation Award for its
contribution in developing innovative water purifying technology and
preventing environment degradation in 2007.
Facility
Kent has its manufacturing base in Roorkee (Uttarakhand) which is spread
across 400,000 sq. ft and has an annual capacity of 1 million units. Its
technology is validated by UNESCO and certified by other organizations
such as NSF, WQA, TUV and ISO.
Technology
Kent purifiers function on a new technology called the Mineral RO
Technology. This patented technology (PATENT NO. 199716) is claimed to
be better than RO technology. The Mineral RO Technology uses a TDS
(total dissolved solids) control valve which allows the user to control the
amount of essential natural minerals present in drinking water. It ensures that
the RO purified water does not have a bitter taste and the pH is maintained
around 7. It also enables the user to adjust the amount of TDS in purified
water according to ones taste.
This technology is based on double purification where in water after passing
through RO, is also passed through Ultra Violet (UV) radiation and Ultra
Filtration (UF). Secondary purification by UV/UF ensures that when the
pores of RO membrane open up and allow harmful micro-organisms to pass
through, they get deactivated/ filtered out by UV/UF.

Products
RO Purifiers

KENT Grand Plus

FEATURES :
Double purification by RO and UV with TDS controller
Computer controlled operation with filter change alarm and UV fail alarm
Elegant design with transparent cover and purified water level indicator

Spin-welded RO membrane housing to prevent tampering

Push fit components for leak proof performance
ABS construction for corrosion free lifespan
Equally suitable for water from all sources such as bore-wells, overhead
storage tanks, water tankers and even municipal taps

KENT Pearl

FEATURES:
Double purification by RO and UV with TDS controller
Computer controlled operation with filter change alarm and UV fail alarm
Detachable tank for easy on site cleaning on regular basis
Spin-welded RO membrane housing to prevent tampering
Push fit components for leak proof performance
ABS construction for corrosion free lifespan
Equally suitable for water from all sources such as bore-wells, overhead
storage tanks, water tankers and even municipal taps
KENT Supreme

FEATURES:

Zero percent water wastage RO technology

Double purification by RO + UV + UF with TDS controller
Equally suitable for water from all sources such as bore-wells, tanks or tapwater
Purified water storage and rejected water storage capacity of 9 litres each
Computer controlled operation with filter change and UV fail alarms
High power 11 watt UV lamp for complete deactivation of harmful microorganisms
Warranty: 1 year on product, membrane and 6 months on filter
Operating voltage: 100-300 volts
KENT Prime

FEATURES:
PRODUCT KENT PRIME
PURIFICATION CAPACITY Upto 15 LPH*
BODY MATERIAL ABS
MOUNTING On the Wall
PURIFICATION PRODUCTION RATE 15 L/hr.

(2) UV Purifiers

KENT Maxx

FEATURES:
Fully automatic UV purifier with storage tank
Double purification by UV and UF removes even dead bacteria from
purified water
Suitable for low TDS water
Computer controlled operation with filter change alarm and UV fail alarm
Push fit components for leak proof performance
LED indicator for power and purification display
ABS construction for corrosion free lifespan
KENT Ultra

FEATURES:
Designed with state of the art 3 stage advanced UV filtration system
The high energy UV lamp provides greater UV intensity than a standard
lamp
Fit-in UV alarm that automatically goes in action if the UV lamp stops
functioning
Resulted from the latest innovations in UV technology protects drinking
water from bacteria and viruses
Warranty: 1 year on product
Operating voltage: 100-300 volts

(3) Non-electric Purifier

Kent Gold Plus Offline Water Purifier

FEATURES:
Purification by hollow fiber ultra filtration membrane
Use of nano-silver carbon for better disinfection of water
Long life membrane expected to last upto 4000 Litre
Transparent tank made of unbreakable ABS food-grade plastic
High base stand enables easy positioning of glass to draw water
Ideal for entry level water purifier
WQA, USA gold seal certified

Kent 20 Ltr Gold Uf Gravity

FEATURES:
Purification by hollow fiber ultra filtration membrane
Use of nano-silver carbon for better disinfection of water
Long life membrane expected to last upto 4000 Litre
Transparent tank made of unbreakable ABS food-grade plastic
High base stand enables easy positioning of glass to draw water
Ideal for entry level water purifier
Ideal for purification of water from most sources preferably low TDS water

(4) Vegetable cums fruits Purifier

Kent Ozone Vegetable and Fruit Purifier

FEATURES

Based on Ozone technology with an exceptional power to kill bacteria,

viruses, fungus and other pathogens
Effectively oxidizes residual chemicals and bacteria from surface of
vegetables and fruits
Helps in cleaning antibiotics and hormones that invariably remain in meat,
fish and other seafoods
Sleek and modern design
Does not require any service and change of parts
Warranty: 1 year on product
Power: 13 watts; Operating voltage: 230 volts
Kent Vegetable Purifier (online)

FEATURES:
Has a compact designIs an ozone technology based cleaner Removes
harmful hormones and antibiotics from meat fish seafoods chemicals
pesticides and bacteriaWall mountableSmoke grey colourTechnical
Length - 35 cmBreadth - 29 cmHeight - 73 cm.

Turnover
Kent sells more than 225,000 RO purifiers every year and holds around 40%
market share in India. Its annual turnover in 2010 was Rs. 250 crore. About
80% of its revenues are from its RO purifiers. The company has sold over a
million units to date.

Awards & Recognition

2006- Best Domestic Water Purifier Award 2006-07 by UNESCO.

2007- Best Domestic Water Purifier Award 2007-08 by UNESCO.
2007- Golden Peacock Eco Innovation Award by World Environment
Foundation.
2008- Excellence Award by Institute of Economic Studies.
2010- 100 Brands That Rocked India awarded by 4Ps (Business &
Marketing) - Planman Media ICMR.
2010- Gold Seal awarded by Water Quality Association (WQA) of USA.[7]
[8]
2011- India's Most Admired Consumer Durable Brand awarded by 4Ps
(Business & Marketing) - Planman Media ICMR
2011- Commendable Water Purifier - Non Electric 2011-12 awarded by
Water Digest - UNESCO - PHD Chamber.
2011- Distinguished Water Purifier - Reverse Osmosis 2011-12 awarded by
Water Digest - UNESCO PHD Chamber.
2012- Indian Home Awards - Most Preferred Water Purifier Brand awarded
by Franchise India - Bloomberg TV Magppie.
2012- Best Domestic Water Purifier Award awarded by Water Digest
UNESCO.
2013- India's Most Trusted Water Purifier Brand awarded by Brand Trust
Report - Trust Research Advisory.
2013- Indian Power Brands 2013 awarded by Planman Media - Power
Brands Glam, USA.

2013- Asia's Most Promising Brands 2012-2013 awarded by World

Consulting & Research Corporation - ibrands360.
2013- Innovative 100 - Certificate of excellence awarded by Inc. India.

Profile of
Mr Mahesh Gupta, Chairman
Kent RO Systems Ltd.
Today, with almost 45% market share in RO Mineral + RO segment, Kent
RO Systems Ltd. a brainchild
of Mr Mahesh Gupta, the Innovator and Founder of Mineral RO Technology
is the most dynamic water
purifier company in India. But in 1998, when he started his company from a
scratch, things were on a
different track. Competing with the leading national & international brands
and outbidding them on the
basis of his latest technology has always been a delightful experience for Mr
Gupta. An Engineer by
profession, Mr Mahesh Gupta is so passionate about his technological
achievements that everything else
takes a back seat.
A Delhi-based first generation entrepreneur, Mr Gupta charted out on a new
enterprise after jaundice
gripped his children in a posh South Delhi colony. Realizing that drinking
water was the culprit, Mr Gupta
researched and analyzed the available water purifiers in the market. After
several trials, Mr. Gupta made his
own water purifier and became confident that his product is good enough to
be marketed.
Before testing the water purifier business, Mr Gupta, learnt his ropes in
Indian Oil as a Manager Technical

Services and also supported industrial customer for proper utilization of

petroleum products. To this day, he
has about more than half a dozen patents technologies to his credit and went
commercial under the brand
name KENT OIL METERS. Some of his innovations include, modifying
and adapting instruments to
check the quality of oil in the Indian conditions.
Mr. Gupta is an IIT graduate from Kanpur in Mechanical Engineering and
alumni of Indian Institute of
Petroleum, Dehradun. He began his career in sales in 1978 with Indian Oil.
In 1988, bidding goodbye to the
oil sector giant, with the seed capital, he let his creativity to bloom. He has
over 29 years of experience
covering various industries like Information Technology, Technical services
and in Water Purifier systems.
Kent RO is today the most dynamic and visible water purifier company
having roped in the film-stars
brand ambassadors like Hema Malini, Esha Doel and Ahana Doel. Kents
vision of making each family a
Healthy and Happy Family is supported through this. Kent promotes the
values of purity, importance
of water for health and keeping beauty and vigor intact with good drinking
water.
UNESCO in association with the Water Digest for 2006-2007 declared
KENT RO water purifier as the Best
Domestic Water Purifier. Recently Kent RO also bags the Golden Peacock
Eco Innovation Award
2007 in the healthcare and FMCG segments.
With ambitious growth plan, innovative marketing strategies and state-ofthe-art technology, Mr. Gupta is
today a man on fast track.

Aqua guard from Eureka Forbes

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. Eureka Forbes 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. Eureka Forbes
have also extended their presence to the global market as Forbes Lux in a
joint venture with Lux International, Switzerland.
Eureka Forbes 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 million 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. Eureka Forbes also have an institutional range and
customised solutions for the rural market. And Eureka Forbes have recently
launched Aquasure packaged drinking water. Eureka Forbess Euroclean
range of vacuum cleaners has over 3.5 million customers and euroclean also
have the Forbes range on retail shelves and commercial and industrial
cleaning products. Eureka Forbes were the first to introduce state-of-the-art
Euroair Air Purifiers that ensure clean, safe air and pollution-free homes
Eureka Forbes also market domestic electronic security systems under the
brand Eurovigil and we recently entered and revolutionised the fire safety
category with Fireguard portable fire extinguishers with a patented and
innovative space age technology fire suppressant.
Eureka Forbes endeavour to create a sustainable environment led us to
introduce renewable energy technologies. Eurodiya - Indias first solar bulbs
with in-built solar panels - harnesses solar energy to light homes and can
store it for a longer duration. And Eureka Forbes have introduced solar
technology to run water dispensing units.

The belief that unpolluted water and air are the birthright of every Indian led
to the Eureka Forbes Institute of Environment being set-up. It promotes
conservation of natural water and air resources through activities like
monitoring and broadcasting of air and water levels pollution levels in major
cities on television, Indias first national environment-focused quiz for
school children and rainwater harvesting.
Our company has always been a friend to society, especially during natural
disasters. EuroAble, Indias first state-of-the-art call centre manned and
operated entirely by people with special needs, facilitates their integration
into the value chain and mainstream of society. Other efforts include Nana
Nani Parks for senior citizens to relax, free drinking water kiosks in public
places, the Jagrut Mumbaikar programme, with the Mumbai Police and
Fire Brigade, to teach citizens how to safeguard themselves and a
partnership with World Vision to provide water filter units owned and run by
women self-help groups during emergencies.
Eureka Forbes is a Business Super brand, one of Indias Top 5 Best
Employers, a case study at Harvard and Richard Ivy Business Schools, a
classic direct sales reference in marketing guru Philip Kotlers textbook
Marketing Management, a feature in Forbes Magazine Asia edition as well
as the recipient of other prestigious recognition in every facet of our
business. The Golden Peacock Award for Corporate Social Responsibility,
the Bombay Chamber of Commerce and Industry Good Corporate Citizen
Award and the NCPEDP-Shell Helen Keller Award underline our
commitment to fulfilling our corporate social responsibility.
Indeed, we believe that relationships spur us on to realise our dream of a
happy, healthy, safe and pollution-free world.

Here are a few awards and recognitions:

Best Employers in Asia and India (Hewitt studies)
India's Best Places to Work For (Great Places to Work Institute study)
Most Admired Knowledge Enterprises in Asia and India (KNOW Network)
Inducted as a case study in the curriculums of the prestigious Harvard
Business School and the Richard Ivy Business School
Featured in the respected Forbes Asia magazine
Cited as a classic direct sales reference by marketing 'guru', Philip Kotler, in
his famous textbook 'Marketing Management'
Featured in the top 50 of the DSN (Direct Sales News) Global 100
Superbrand

Best Complete Water Solution Provider (UNESCO-Water Digest)

Platinum Brand in Asia (Reader's Digest)
The Golden Peacock
Endorsed by the Indian Medical Association
The Frost & Sullivan 2009 Best Company of the Year Award
Customer Service Leadership Award
Mera Brand
Platinum Brand in Asia (Reader's Digest)
Endorsed by the Asthma and Allergy Resource Centre
Recognised as a Role Model Company at the 14th NCPEDP-Shell Helen
Keller Awards 2012
The Golden Peacock Award for Corporate Social Responsibility 2012
Good Corporate Citizen Award 2012 in the Large Corporate Category
conferred by the Bombay Chamber of Commerce and Industry
(BCCI).
Products
Ro
Genius
Features:
G Tech: It senses the quality of water and chooses the optimum
purification technology RO + UV/ UF + UV to purify water
G Flush Technology: It enhances membrane performance with
periodic Auto Flushing
RO Membrane: It reduces excess TDS, hardness, heavy metals and
pesticides
LED Display: It helps you identify the different modes of the purifier
I-Cartridge: The new I-Cartridge is an advanced yarn wound filter that
removes very fine suspended particulate matter from water before it
undergoes the RO or UF purification process
Mineral modulator and UF+ technology
Pre-active and post active silver carbon cartridge

Enhance
Features:

Saves upto 30% more water than other RO water purifiers

Electronic Membrane Life Enhancer (EMLE)
Mineral guard and enhanced protection fro heavy metals
Enhanced storage and smart auto fill
Water sourced from borewells/tanker, with moderately high TDS
giving it a slightly salty/khara/brackish taste
Purified Water Flow Rate: 15 litre/minute
Installation Type: Wall mounting and Table top
Etc.
Uv
Crystal plus
Features:

Intelligent purity sensor and mineral guard

Unique e-Boiling+
Auto shut-off, voltage stabilizer and smart indicators
Water sourced from municipal corporations, having low TDS, which
does not taste salty
Purified Water Flow Rate: 2 litre/minute
Installation Type: Wall mounting
Warranty: 1 year on product
Smart uv
Features:

Quartz UV filtration
In-built voltage stabilizer
UV lamp sensing mechanism
Long life cartridge
Error indication
Power: 50 watts; Operating Voltage: 130-270 volts

Etc.

Warranty: 1 year on product

Non-electric
Amrit

Etc.

Features:
Positive charge technology with 100 percent chemical free
purification
Monitors purification and gradually shuts off when the useful life is
over
20 Litre double storage capacity
Removes all disease causing bacteria, viruses and cysts
Natural shut off provides complete convenience as it doesn't require
electricity supply
Ensures complete freedom from all hassles of boiling
Warranty: 6 Months on product

Pure it Hindustan unilever

Pureit is a water purifier manufactured by Hindustan Unilever and sold in

India, where finding clean drinking water for the low-income population has
long been a problem. Many towns and villages dont have access to
drinkable water and local governments do little to help. In India alone, over
400,000 deaths have been attributed to water diseases and diarrhoeal disease.
Therefore, homeowners need to be able to purchase a water purifier
system to both make quality water and to avoid the hassle of boiling water
every time its necessary. The company was formed in the Indian city of
Chennai in 2005 and became a national player in the industry by 2008. Its
tagline and claim is that its water is as safe as boiled water.
Pureit water purifiers use a three step filtration process to remove harmful
bacteria and dirt from the water. First a microfibre mesh removes all of the
visible dirt and sludge. Then, a compact carbon trap removes any lingering
dirt, harmful parasites and pesticide residue. Next, Pureits unique germkill
access processor uses programmed chlorine release technology to kill
100% of the germs, bacteria, and viruses present. Any residual chlorine is
then removed to give the water a clean, odorless taste. The system is also
equipped with a battery life indicator that flashes red to let you know when
the Germkill processor is near the end of its life cycle and ready to replace

its battery.
Size, and Other Alternatives
Each system weighs approximately four kilograms and holds up to 18 liters
of water at a time. It doesnt require any gas, electricity, plumbing, or
running tap water. Its guaranteed to work for up to two years after the date
of packaging. Along with the Pureit machine, you will also need to purchase
the Germkill kit regularly for maximum quality. The first kit comes free with
purchase and lasts for about 1,500 liters. The machine itself is very stylish
and you wont be embarrassed to place it on your kitchen counter. The lower
chamber where the clean water is collected is visible to let the user know
when there is fresh water available.
There are many different alternatives to the Pureit water purifier. Many other
top brands such as Kenmore, pur, Aquasana, and Brita offer many water
filtration systems ranging from simple filtered water pitchers you put in the
refrigerator to advanced reverse osmosis machine that connect directly to the
water line, filter it thouroughly, then store it until you are ready to use it.
PUR filters connect straight to the faucet and filter the water immediately
and in the temperature you prefer.
Potential Risks of Pureit Water Filtration Systems
There are a few negative aspects of the Pureit water purifier. The first and
probably most important is that this system has never actually been
approved by the EPA to achieve what it claims to. Several times the
company has gone to battle in court over the claims and split the decisions.
There are dozens of well-respected laboratories and science research
institutions that have conducted their own research and found the purifier to
be completely capable of making the water 100% pure, however the
EPA remains unable to officially declare its approval. The next con is that it
is currently only sold in India and only listed under Indian currency. It also
doesnt appear to currently be available in any other countries. Another con
is that the machine is not very portable, making it difficult to take on
vacations, camping trips, or any other type of trip away from the home.
Benefits of Pureit
Pureit offers the consumer a chance to request a free home demo, giving you
a hands-on opportunity to try the product and see if it is something that will
significantly help out. The request form is available on the companys
website. After the demo, you can then purchase the system you choose in
either a red or black color. Also, be sure to read the customer feedback and
check other review sites to be sure that this is a product for you.
The company also offers a unique pedestal available in matching Pureit
purifier body colors to offer a cleaner appearance on your counter as well as
lifting the machine up so that you can simply place a glass on the counter in
front of the machine to fill it rather than holding it. Its also possible to
purchase additional micro-fiber mesh filters if the original get torn or
damaged. Its highly suggested that you disassemble the machine every once
in a while to make sure all the pieces are clean and in working order.

If you have more questions there is a customer call center available at any
time as well as to mark you down to receive a free home demo of the
product with no liability to purchase.
Product

Ro
Ultima
Features:

100% water passes through RO and UV to give completely safe water

Senses water upto 5000 times every sec to show the quality of input
and output water
6 stage purification with Stunning Looks, LED displays, 10 litre
storage and TDS modulator
Digital Advance alert system - Alerts 15 days before end of life of
Germkill Kit
Soft touch water dispensing - Easily dispenses water with just a press
of a button
Warranty: 1 year on product
Marvela ro
Features:
5 day advance alert system
100 percent water passes through RO and UV to give completely safe
water always
Highest level of TDS removal upto 2000ppm
Meets stringent international norm of Environmental Protection
Agency (EPA), USA
No annual maintenance cost and 10 liters storage
Warranty: 1 year on product
Etc.

Uv
Marvella uv

Features:
Advance Alert System: Warns you 15 days in advance when purifier
will stop working
High intensity UV lamp (11 watts)
Fully Automatic: The system senses if the water tank is not full,
purifies and stores water automatically
No AMC required
Low cost of maintenance
Warranty: 1 year on product
Operating voltage: 90-270 volts
Etc.

Non-electric

Advance

Features:
Double protection purifies not just once but twice everytime
Removes 1 crore virus in 1 Litre of water to give you clear, odourless
and natural tasting water
Does not require tap connection
Meets US EPA standards
It does not require a tap connection
Total capacity is 23 Litre. Purified storage capacity is 9 Litre
Warranty: 6 months on product
Etc.

CHAPTER 3
THEROTICAL VIEW
CONSUMER BEHAVIOUR:
The term Consumer Behaviour is the behaviour that consumers
display in searching for, purchasing, using, evaluating, and disposing of
products and services that they expect will satisfy their needs.

CONSUMER DECISION MAKING MODEL:

The process of consumer decision making can be viewed as three
distinct but interlocking stages: the input stage, the process stage, and the
output stage. These stages are depicted in the model of consumer decision
making in the figure given below:
Input Stage: The input stages influences the consumers recognition
of a product need and consists of two major sources of informantion:
The companys marketing efforts produt, price, promotion and place.
The external sociological influences on the consumer (family, friends,
neighbours, other informal and non-commercial sources, social class,
and cultural and structural memberships).

Process Stage: The process stages of the model focuses on how

consumer make decisions. The psychological factors inherent in each
individual(motivation, perception, learning, personality and attitudes)
affect how the external inputs from the input stage influence the

consumers recognition of a need, prepurchase search for information,

and evaluation of alternatives. The experienced gained through
evaluation of alternatives, in turn, affects the consumers existing
psychological attributes.
Output Stage:
The output stage of the consumer decision making
model consists of two closely related post decision activities: purchase
behaviour and post purchase evaluation.

CONSUMER BUYING PROCESS:

Consumer buying process consist of sequential steps the follows to
arrive at final buying decision.
STAGES IN BUYING PROCESS:
According to Philip Kotler, the buying process involves five stages, the
consumer passes through are described as under:
Problem Recognition:
The buying process starts with buyers recognition a problem or
need. The buyer senses a difference between his/her actual state and the
desired state. The need can be triggered by internal or external stimuli.
Internal stimuli include basic or norm needs- hunger, thirst, sex, or comfort.
External stimuli include external forces, for instance, when an individual
sees a new brand car and he desire to have it.

Information Search:
Interested consumer will try to seek information. He will read
newspapers and magazines, watch television, visit showroom or dealer,
contact salesman, discuss with friends and relatives and try all the possible
sources of information. The consumer can try one or more of following
sources of information.

 Personal sources: family, friends, neighbours, etc.

Commercial Sorces: Advertising, sales persons, dealers, packaging,
trade, show,
exhibition, diplays.
Public Sources: Mass media, consumer rating organizations.
Experimental Sources: Handling, examining, testing, using the
product.

Evaluation of Alternatives:
In this stage, the consumer undergoes evaluation of brands. He
cannot buy all of them. Normally, he selects the best one, the brand that
offers maximum satisfaction. He evaluates competitive brands to judge
which one is the best, the most attractive. Evaluation calls for evaluating
various alternatives with certain choice criteria. The following criteria
are considered while evaluating alternatives.

Benefits offered by the brands.

Qualities, features or attributes and performance.
Price charged by various brands.
Popularity, image or reputation of brands.
Product related services offered by the brands like after sale services,
warrantee and free installation.
Availability of brands and dealer rating etc.

Purchase decision:
This is the stage when the consumer prefers one, the most
promosing brand, out of several brands. The former stage helps
consumers to evaluate various brands in the choice set. The brand that

offers maximum benefits or satisfaction is preferred. The most attractive

brand that can offer more benefits in relation to price paid, is selected by
comparing
one
brand
with
others.
Comparision
shows
superiority/inferiority of the brands.
Brand decision: for example, CBZ(model) motorbike of Hero Honda.
Vendor decision: For example, PQR Hero Honda Showroom.
Quantity decision: For example, One Motor bike
Timing decision: For example, On 1st December, 2010.
Payment decision: For example, by cash.

Post-purchase behaviour:
Post-purchase Satisfaction: Actual satisfaction may not be equal to
the expected one. He may find some problem or defect in the product
while using it. Marketer should know whether consumer is highly
satisfied, somewhat satisfied or dissatisfied. Consumers satisfaction
is the function of the relationship between expected/perceived
performance(expectations) and actual performance.

Post- purchase Action: Obviously, level of consumers satisfaction

with the product affects his subsequent behaviour/action. If he is
satisfied reasonably, he purchases the product again and talks
favourably to family, friends, relatives and co-workers.

Post- purchase use and disposal:

Should also monitor how the
consumers use and dispose the product. Such information can be a
very good guideline for the marketer. Marketer can learn possible
problems and opportunities related with the product. In normal
situation, consumer uses disposes the product in the following ways.

 He may not use immediately, store it for future use.

Use the product fully, soon after purchase.
Resell or trade it.
Use the product differently than it is meant for. He may find new uses
of
the product.
Offer the product as a gift.
Throw the product away, considering as useless.
Impact of thrown product on ecological balance.

Marketer can change or modify marketing programme based on the study

how the product is used or disposed. In case, when consumers are much
creative, it is important to investigate how the product is used or
disposed.

LOYALTY SEGMENTATION:
Loyalty segmentation divides customers on the basis of their
loyalty towards a certain product or service. Marketers should consider
price and product or service availability while segmenting the market
based on customer loyalty.

A market can be segmented by customer loyalty patterns. Brand

loyalty is particularly important in segmenting markets. Consumers may
be of four tpes according to loyalty:

Shifting loyals: Customers who sift loyalty from favouring one brand
to another.
Soft core loyals(split loyals): customer who are loyals to two or three
brands i.e customers with divided loyalty between two or three brands

only.
Hard core loyals: customers who, go in for (buy) only on one brand all
the time.
Brand Switchers: customers who show no loyalty to any brand.

In each market, there will be found different members of the

above stated types of customers. When a market contains a high type
percentage of hard core loyals-the market is said to be a brand loyal
market.

TYPES OF BUYING BEHAVIOUR:

Consumer decision making varies with the type of buying decision.
There are great differences between buying a toothpaste, a tennis
racquet, a smartphone,a personal computer and a car. Henry Assael
distinguished four types of consumer buying behaviour based on the
degree of buyer involvement in the purchase and the degree of
differences among brands. The four types are named in the following
table:

Complex Buying Behaviour:

Consumers go through complex buying behaviour when they are
highly involved in a purchases when it is expensive, bought infrequently,
risky and highly self expressive. Typically, the consumers does not know
must about the product category and has much to leaven.

 Dissonance reducing buying behaviour:

Sometimes, the consumer is highly involved in a purchase, but
sees little difference in the brands. The high involvement is again based
on the fact that the purchase is expensive, infrequent and risky. For
example, carpet buying is a high involvement decision because carpeting
is expensive and self- expressive, yet the buyer may consider most carpet
brands in a given price range to be the same.

Habitual Buying Behaviour:

Many products are bought under conditions of low consumer
involvement and the absence of significant brand differences. A good
example is the purchase of salt consumer have little involvement in their
product category. They go to the store and reach for the brand.if they
keep reaching for the same brand, it is out of habit and strong brand
loyalty. There is good evidence that consumers have low involvement
with most low-cost, frequently purchased products.

Variety-seeking Buyers Behaviour:

Some of buying situations are characterized by low consumer
involvement
but significant brand differences. Here markets are
flooded with brands and consumers often do a lot of brand switching. For
example, in case of shampoo, purchases it without much evaluation, and the
level of satisfaction attained on consumption, will determine that whether
they will be going in for repeat purchase. Brand switching occurs for the
sake of variety rather than dissatisfaction.

DIMENSION OF CONSUMER INVOLVEMENT:

Meaning:
Consumers involvement is a state of mind that motivates consumers
to identify with product/service offerings, their consumption patterns and

consumption behavior.

Define:
Schiffman defines as Consumer involvement is a heightened state of
awareness that motivates consumers to seek out, attend to, and think about
product information prior to purchase.

DIMENSIONS OF INVOLVEMENT:
Four dimensions of involvement have been identified. Each of
the following factors acts to increase a consumers level of involvement with
a purchase:
Self-expressive importance: products that help people express their
self-concept to others.
Hedonic importance: products that are pleasurable, interesting, fun,
fascinating and exciting.
Practical relevance: products that are essential or beneficial for
utilitarian reasons.
Purchase risk: products that create uncertainty because a poor choice
would be extremely annoying to the buyer.

The importance of each of these dimensions varies according to

the type of good or service being purchased and the characteristics of the
consumer, for example, the purchase of expensive jewelry, entails a high
degree of self-expressive importance, hedonic importance and purchase risk
for most consumers, but has little practical relevance.
STAGES IN ADOPTION PROCESS:
The acceptance and continued use of a product or brand by an
individual is referred to as adoption. According to Philip Kotler adoption
process is the mental process through which an individual passes from first

hearing about an innovation to final adoption, and adoption as the decision

by an individual to become a regular user of the product. An innovation is
any good, service or idea that is perceived by someone as new. Innovations
take time to spread through the social system.
THE ADOPTION DECISION PROCESS ARE:

Awareness

At this stage, the potential adopters finds out about the existence
of a product
but has very little information and no well-formed attitudes
about it.

Comprehension:

This stage represents the consumers having knowledge and

understanding of what the product is and can do.

Attitude:
Here, the consumers develops favourable or unfavourable
behavioural predispositions towards the product Termination of the adoption
process is likely at this stage, if attitudes are not favourable towards the
product.

Legitimation:

Here the consumers becomes convinced that the product should

be adopted. This stage is predicated upon favourable attitudes towards the
innovation, and consumer may use information already gathered as well as
additional information in order to reach the decision.

Trail:
If possible, the consumer tests or tries the product to determine

its utility. Trial may take place cognitively, that is, where by the individual
vicariously uses the product in a hypothetical situation or it may be actually
used in a limited or total way, depending on the innovations nature.

Adoption:
At this stage, the consumer determines whether or not to use the
product in a full-scale way. Continued purchase and/or use of the item
fulfills the adoption process.
The importance of consumer survey can be best found by listening to results.
Regardless of the type of business one is in, getting input from the customers
is critical to everyone's success. It doesn't matter how long or how successful
one as an individual may be; they will never cease to better their business
without learning from their customers. This is one of the first steps to
successful improvement of customer service.
It is reported that groundwater in one-third of India's 600 districts is not fit
for drinking as the concentration of fluoride, iron, salinity and arsenic
exceeds the tolerance levels. With increasing number of people becoming
conscious of the risks of drinking contaminated water, the demand for water
purifiers is rising rapidly. In the past few years, Indian water purifier
industry has witnessed an exponential growth of more than 22% CAGR.
TechSci Research conducted a survey across 10 major cities in India with
500 users of water purifier to understand the consumer behaviour patterns.
The cities covered in survey were, Delhi, Mumbai, Kolkata, Chennai,
Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal. The
Indian market has tremendous potential which is more evident from the fact
that global majors such as Philips and Hindustan Lever have stepped in and
are looking to increase their share of the market. The three principal players
today are Eureka Forbes, KENT RO and HUL. In the years to come, we are
likely to see others entering the fray. India Water Purifier Consumer Survey
Analysis 2011 discusses the changing consumer behaviour in the Indian
water purifier industry:
India Water Purifier Consumer Survey Analysis, 2011 gives a detailed and
unbiased unprejudiced overview on the consumer behaviour towards
different water purifier available in India. This report help readers to identify
the on-going trends in the industry and expected anticipated growth in the
coming years or future, as a consequence of depending upon changing
industry dynamics in the coming years. The report will help industry
consultants, water purifier companies and other stakeholders to align their
market-centric strategies according to on-going and expected future trends in
future.

Abstracts
A Study on Factors Affecting Consumer Purchase Decision of Water
Purifier according to a case study in International Journal Of Management
and Business. In India nearly 80% people die due to water related diseases.
Both urban and rural areas in India are suffering from scarcity of clean water
for domestic use. Although access to drinking water has improved, the
World Bank estimates that 21% of communicable diseases in India are
related to unsafe water. Diarrhea, cholera, malaria etc water related diseases
are mostly found in India and due to these diseases approximately 1,600
people from 7,00,000 Indians estimated in 1999 died each day. Consumer
behavior in India is always unexpected and dynamic. This study is all about
consumer behavior, and the factors that motivate them to purchase water
purifier for their own health. This study is conducted in an urban area named
Bhubaneswar, capital city of Odisha. Have taken 100 sample and tried to
find out how much customers are aware about water purifiers while
purchasing and using it. This research is based on both primary data and
secondary data. Samples are randomly selected. All the samples include user
and nonuser of water purifier. In order to analyze the data, descriptive
statistics were employed.
Keywords
Consumer Behavior, Consumer Awareness, Reverse Osmosis, Water
Purification
1. Introduction
Water is the most essential element in human life without which
existence of life is not possible. Water is the resource that covers almost
3-quarters of the planet, and upon which all life depends. In the history of
natural world, water sources have been the centers of life, providing
habitat and sustenance for animals and plants alike. Although 78% of
earth is occupied with water, the amount fit for consumption of daily life
is very less. In todays world of globalization and industrialization, the
pollution of water is a very dangerous aspect affecting the mankind. So,
after many years of scientific research, many institutions came with an
innovation called water purifiers. Water purifiers usage is rapidly
increasing in big cities, towns, educational institutions, hospitals, heavy
industries etc. So to conduct a research on the usage and effect of
branded water purifiers is inevitable, as frequent assessment is a
muchneeded thing for more innovations and invention. The concept
involves four categories including safety, choice, information, and the
right to be heard. Consumer awareness, which refers to a buyers
knowledge of a particular product or company, allows the buyer to get the

most from what he buys. Consumers know more about their choices
when they have product information and benefit from knowing their
rights, hearing about alerts and warnings and finding out about safety
issues. To make a decision, the needs of an individual have to be met. As
mentioned, for this discussion, the individual will be the consumer with
the need for a product. In the normative model of decision making, the
customer collects information about alternatives, evaluates them based on
their features and makes a decision that will maximize the value of that
decision.(Lau, 1995; Abelson & Levi, 1985)

2. Water Purifier Industry in India at a Glance

Water purifier segment in India is growing at a compounded annual
growth rate (CAGR) of about 25 per cent and is likely to touch Rs 7,000
crore by 2015 from the current level of about Rs 3,200 crore. According
to a new study titled, Water-Purifier Industry in India: An Overview,
the sales of water purifiers across India are likely to cross 1.5 crore units
by 2015 from the current level of over 78 lakh units. Growing at about
eight per cent annually, the global water purifier industry is currently
poised at about Rs 4.96 lakh crore and is likely to reach Rs 6.25 lakh
crore by 2015. According to the report titled India Water Purifier Market
Forecast & Opportunities, 2017 the water purifier market in India has
shown tremendous growth opportunities in last couple of years. It is
forecasted that the water purifier market in India will witness
compounded annual growth rate of 25% till 2017 to make it a whooping
USD 760 Million market by 2015.
There are three types of water purifiers marketed in India - the ultraviolet, reverse osmosis (RO) and resin- based one. RO-based purifiers are
the most expensive - priced at Rs 13,000 and above, while UV-based
purifiers are priced between Rs 5,000 and Rs 9,000. Non Electric water
purifiers are more affordable at Rs 1,500 onwards.
The offline water purifier segment will account for 38% (2011: 20%) of
the total market space in 2016. The growth of the offline segment will
primarily be attributed to low pricing (i.e. US$19 per unit) enhanced
penetration across rural population and households. Table 1: Indias
major players in water purifier industry.

Table 3.1: Indias major players in water purifier industry

Sr. Company Name

Brand Name

0
1

Tata Chemicals Ltd.

Tata swach

0
2

Hindustan Unilever Ltd.

Pure it

0
3

Usha shriram enterprises pvt ltd

and BRITA.

Usha Bratia

0
4

Philips.

Philips uv
purifier

0
5

Ion Exchange (India) Ltd.

Zero B

0
6

Whirlpool of India Ltd.

Plantinum,
Minerala

0
7

Eureka forbes.

Aquaguard

0
8

Kent Ro system ltd.

Kent Ro, Uv, Uf.

09 Bajaj

Aqua Naturale,
Zerobac, Aqua
Silver etc

1
0

Water fresh

Godrej, etc

3. Objective of this Paper

To analyze theoretical aspect of consumer behavior.
Find out people awareness about water-related diseases.
Find out customers awareness regarding use of water purifier.

 To find out factors which affect consumer perception regarding water

purifier. IJMBS Vol. 3, Issue 2, April - June 2013 ISSN : 2230-9519
(Online) | ISSN : 2231-2463 (Print) 60 International Journal of
Management & Business Studies.
4. Literature Review
The concept of consumer buying process is of prime importance in
marketing and has evolved over the recent years. It is important to
understand consumer buying behavior as it plays a vital role in creating
an impact on purchase of products. The human wants are unlimited and
always expect more and more towards the models & its features. In
todays world we see new models coming into the market practically in
every quarter. The market is a very important place to study the behavior
of consumers and also provide useful insights what a consumer requires
in a product. It is only through research that a company will be able to
study the buying behavior of consumers. In this model, the consumer
passes through five stages: problem recognition, information search,
evaluation and selection of alternatives, decision implementation, and
post-purchase evaluation.
A. Problem Recognition In this information processing model, the
consumer buying process begins when the buyer recognizes a problem or
need. In other words, recognize the need to solve the problem. But how
to solve?
B. Information Search When a consumer discovers a problem, he/she is
likely to search for more information relating to solve the problem.
Through gathering information, the consumer learns more about some
brands that compete in the market, their features and characteristics.
C. Evaluation and Selection of Alternatives How does the consumer
perceive the competitive brands and evaluate the value of the brands
through different information is the importance of this stage
Unfortunately there is no single, simple evaluation process applied by all
consumers or by one consumer in all buying situations. One dominant
view, however, is to see the evaluation process as being cognitively
driven and rational. Under this view, a consumer is trying to solve the
problem and ultimately satisfying his/her need. In other words, he/she
will look for problem-solving benefits from the product. The consumer,
then, looks for products with a certain set of attributes that deliver the
benefits. Thus, the consumer sees each product as a bundle of attributes
with different levels of ability of delivering the problem solving benefits
to satisfy his/her need. The distinctions among the need, benefits, and
attributes are very important.

D. Decision Implementation To actually implement the purchase

decision, however, a consumer needs to select both specific items
(brands) and specific outlets (where to buy) to resolve the problems.
There are, in fact, three ways these decisions can be made:
1) simultaneously;
2) item first, outlet second;
3) outlet first, item second. In many situations, consumers engage in a
simultaneous selection process of stores and brands.
E. Post-purchase Evaluation Post-purchase evaluation processes are
directly influenced by the type of preceding decision-making process.
Directly relevant here is the level of purchase involvement of the
consumer. Purchase involvement is often referred to as the level of
concern for or interest in the purchase situation, and it determines how
extensively the consumer searches information in making a purchase
decision. Although purchase involvement is viewed as a continuum (from
low to high), it is useful to consider two extreme cases here. Suppose one
buys a certain brand of product as a matter of habit .
5. Consumer Buying Behavior
Purchasing behavior is determined by the level of involvement in
purchase behavior.
The four type of consumer buying behavior are:
Routine
Response/Programmed Behavior Buying involves low involvement,
frequently purchased low cost items; need very little search and
decision effort; can be purchased almost automatically. Examples
include soft drinks, snack foods, milk etc.
B. Limited Decision Making Is applied to buying product
occasionally. When customer needs to obtain information about an
unfamiliar brand in a familiar product category and requires a
moderate amount of time for information gathering. Example include
clothes- know product class but not the brand.
C. Extensive Decision Making When a customer requires complex
high involvement, unfamiliar, expensive and/or infrequently bought
products and high degree of economic/performance/psychological
risk. E.g. includes cars, house, computers, water purifier, etc. Impulse
Buying- No proper purchase planning.
Data analysis

Table 3.2: A brief profile of Respondents

Total Number of Respondent

100

Male

85

Female

15

Educational Qualification of
Respondents

No of respondent

Number of Respondents 10th

Number of Respondents 12th

16

Number of Respondents graduation

30

Post-graduation

40

Above

10

Annual Family income of Respondents No of respondent

Income Number of respondents Up to
1 lakh

13

1lakh>2lakh

20

2lakh>3lakh

24

3lakh>5lakh

20

5lakh and above

23

Profession of respondents

No of respondent

Profession Number of respondents

Govt. employees

15

Pvt. Sector employees

29

Self employed

32

Other

24

From the above table, it is found that out of 100 sample 85 male and
15 female respondents. Respondents are qualified and more than 50%
respondents have completed their graduation. Most of respondents
annual family incomes are coming under 2lakh to 5lakh and out of
100 sample only 23 families having above 5lakh annual income.
Maximum numbers of families are working under either in private
sector or self employed. Those respondents are coming under Other
category are include professionals like Doctor, Engineer etc.
Q1. Are you aware of different water borne diseases?
Analysis:
Odisha is a developing state and according to census 2011 odisha was
ranked in 26th position on the basis of literacy rate. From the 100
sample 80% people aware about water related diseases. But still 20%
people are not aware about water related diseases.
Q2. How do you treat your drinking water?
Analysis:
19% people are doing nothing for their drinking water. They are not
using any kind of water purifier for the purification of their drinking
water. They are getting water from various sources like ground water,
tanks, ponds, open wells and tube wells. 25% people use boiled water
for their drinking purpose. 40% people are using non electrical water
purifier. Only 16% people are using electrical water purifier. From the
above mention figure we found most of people are not taking their
drinking water seriously. They simply adopt traditional water
purification method i.e purify it and then drink it.
Q3. Do you agree that boiled water is not necessarily safe water?
Analysis:
Out of 100sample only 45% agree with the view that Boiled water is
not necessarily safe water. But 55% people disagree with the
statement.
Q3. What factor you consider most when you purchase water purifier?
Analysis:
During purchasing water-purifiers, maximum consumer gives priority

to their health and safety. From the above figure it is found that most
of the people are concerned about their familys health and safety
before purchasing any water purifier.
Q4. What factor will motivate you to purchase water purifier?
Analysis:
In this present study brand name motivates most customers to
purchase water purifier followed by purification, then technology and
finally price. 35% people are motivated by brand name followed by
28% by purification, then 26% by technology and finally 11% by
price.
Q5. Are you satisfied with water purifier prices?
Analysis:
Present study shows that 50% people perceive that, their water
purifier prices are affordable. Some of respondents agreed that
somehow they have managed this price. 32% respondents suggested
the prices of water purifier have to be revised. 18% respondents
agreed to the prices of water purifier to be high.
Q6. Have you recently come across any kind of marketing activities
for purifier?
Analysis:
When customers are asked that whether they have come across any
kind of marketing activities, the response was 16% customer have
been attracted through road shows (kiosk) and 23% through direct
marketing and 61% through demonstration.
Q7. Does it remove impurities caused due impurities?
Analysis:
From the total sample size, 54% believed that their water purifier
removes impurities from water. But 25% respondents disagreed that
their water purifier is able to remove impurities from water. 21%
respondents are not aware whether their water purifier removes
impurities from water or not.
Q8. Does your water purifier consume more electricity?
Analysis:
31% customers stated that their water purifier consumes less than 25

watts. 8% stated that, their water purifier consumes more than 25

watts. 61% customers are unaware about the fact that whether their
water purifier consumes electricity or not.
Q9. How frequently do you change candle in your purifier?
Analysis:
35% customer change their water purifier candle once in a year, 38%
customer change water purifier candle twice in a year and 27%
change their water purifier candle in more than one year.
Q10. Do you get any type of after sales services from the company?
Analysis:
Regarding after sales services of water purifier 60% respondents say
yes, where as 40% respondent say no.

Findings
1. Some respondents are well aware about water borne diseases
whereas some are not.
2. The use of non-electrical water purifiers is maximum whereas
others prefer boiling water.
3. Maximum respondents agree that only boiled water is safe water.
4. During purchasing of water purifier maximum consumers prefer
health & safety to price.
5. Maximum respondents are motivated by brand name rather than
technology or purification or price. IJMBS Vol. 3, Issue 2, April - June
2013 ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print) 62
International Journal of Management & Business Studies.
6. Maximum respondents agree that water purifier prices are
affordable.
7. Demonstration is the major marketing activity for attracting
customers.
8. Maximum respondents believe that their water purifier removes

impurities.
9. Maximum respondents have no idea as to the consumption of
electricity through water purifier.
10. Maximum respondents are changing purifier candle twice in a
year.
11. Some respondents agreed that they are not getting after sales
services from their water purifier company.

Limitations
1. Research study is confided to Bhubaneswar city only.
2. Study is limited to 100 respondents of Bhubaneswar only.
3. Time constraint is one of the limitations for this research.
4. The study is solely depends upon reliability of the data and
information collected from secondary sources.
5. Difficult to get exact consumer response.
6. Other limitations includes such as financial, physical facilities in
conducting this study. VI. Conclusion In spite of these limitations this
research provides valuable information related to consumer behavior.
The behavior of consumers is affected by various factors like price of
product, technology, health and safety, brand name, marketing
activities as well as their own characteristics.

Reference
[1] Kotler et al.,"Consumer behavior and A model of consumer
behavior", 2004, Chapter 7, pp. 242-244,

[2] [Online] Available: http://www.water.org/country/india/

[3][Online]Available:http://www.onlymyhealth.com/topwater-relateddiseases-in-india-1300271205
[4][Online]Available:http://www.indiawaterreview.in/Story/
News/indian-water-purifier-market-seen-doubling-to-rs-7000-crorein-2015/705/1#.UPPIdCdfHNs
[5]
[Online]Available:http://www.afaqs.com/news/story/25227_MarketTransformation:-Water-Purifiers
[6] [Online] Available: http://www.ushabrita.com/About.php

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
DATA COLLECTION FROM PRIMARY SOURCES
The Primary Sources are customer who purchase or going to
purchase water purifier.
The Universe for the survey is the customer who researches
dealers shop and who have water purifier in
their home. In all, I collect a sample of 100. Data will be collect
through administrated questionnaires.

Table 3.2: A brief profile of Respondents

Total Number of Respondent

100

Male

68

Female

32

Annual Family income of Respondents No of respondent

Income Number of respondents Up to
20000

11

20000-30000

43

30000-50000

34

Above 50000

12

Family kind of respondent

No of respondent

Nuclear

53

joint

47

QUESTIONNAIRE
Q.1. What is your water source?
(a) Municipal ( )
(d) Mix

(b) Bore Well ( )

( )

This diagram is showing that the 70% of respondents source is municipal,

21% respondents sources is borewell and 9% respondents sources is mix.

Q.2.Did you recently purchase a new water purifier?

Yes ( )

No ( )

55% of respondents recently purchase new water purifier.

Q.3. Do you have any Old water purifier in your home before
purchase new water purifier?
Yes ( ) (b) No ( )

Existing user of water purifier is 63% and 27% is new user.

Q.4.Which brand did you purchased/have at home?

(a) Aquaguard ( ) (b) Kent ( )

(c) Pure it ( )

(d) Tata Swach ( )

(d) Others ( )

It is showing that aquaguard has highest customer and after that kent, pureit,
Tata and others.
Q.5. which types of water purifier you have purchase/ currently you have?
(A) RO ( )
(C) UF ( )

(B) UV ( )
(D) NON-ELECTRIC ( )

Maximum numbers of customer using uv purifier because of municipal

source.

Q.6. Is your purifier maintenance is reasonable?

(a) Yes ( )

(b) No

( )

Maximum numbers of customers are satisfied with there maintenance.

Q.7. Is maintenance matter in your purchasing of water purifier?

(a) Yes ( )

(b) No

( )

90% of customers purchasing decision is depend on maintenance.

Q.8. On what basis you purchase that specific brand of water purifier?
(Please rank)
(a) Superior Quality/Technology ( )
(b) Price/Value for Money ( )
(c) Durability ( )
(d) Brand Image ( )
(e) Financial ( )
(f) Recommended by others ( )

Maximum number of customer looks superior quality and technology.

Q.9.From where did you know about your brand of water purifier?
(Please Tick)
(a) Print Media ( )
(b) Broadcasting Media ( )
(C) Word-of-Mouth ( )

Most of the customer are getting information through broadcasting media.

Q.10. How many people of your family do involve in purchasing

decision making: (a) Husband (Individual) ( )
(b) Wife (Individual) ( )
(c) Husband & Wife (Both) ( )
(d) Entire Family ( )

Husband and wife are maximum involve in purchasing.

Q.11. How much are you satisfied with your current purchase?
(a) Fully ( ) (b) Partly ( )
(c) Not Satisfied ( )

Most of the customer are satisfied with their purchase.

Q.12. When did you purchase/would like to purchase water purifier?

(a) When promotional schemes are open ( )
(b) Irresponse of promotional schemes ( )

Almost all the customer await for promotional scheme.

Q.13.What is your opinion regarding about After Sales Service of

Water purifier?
(a) Strongly Agree ( ) (b) Agree ( )
(c) Neutral ( ) (d) Disagree ( )
(e) Strongly Disagree ( )

This result is showing that service in water purifier is neutral.

Q.14.If someone in your reference group and wants to purchase a

new water purifier, would you suggest your companys
brands?

Yes ( ) (b) No ( )

Most of the customer recommended their product to their reference group

CHAPTER 5
FINDINGS, CONCLUSION AND SUGGESTIONS
Findings
Most of the consumer are going for ro nowadays.
Many customer are not satisfy with service.
There are maximum supply of municipal water in thane.
Most of the people are aware of water purifier.
Most of the customer are illiterate about water purifier.
Most of the customer are purchasing purifier in rainy season.
Most of the customer are existing user of water purifier.

 Some customer facing maintenance problem.

In most of the case husband and wife are involve in purchasing
decision.
Most of the customer like to recommended their product to their
reference.

Conclusion
In today's world of rapidly changing technology consumers prefference are
frequently changing. The various competitors in this market are adopting
new marketing strategies to retain their market share majority of the
consumer have locality for their own brand and for meeting the changing
environment the firm has to be constantly innovative and understand the
consumer needs and wants.
Almost all the people in thane are aware of water borne disease they are
taking well precaution for their defence some are using old techniques of
water purification like boiling and most of the people are going for latest
technology of water purification.
Thane is getting a multiple sources of water i.e munciple, borewell, mix and
tanker. So customer purchasing water purifier in accordance to their water
source i.e, non electric & ultra voilet for municipal water, reverse osmosis
for borewell and hard water and reverse osmosis + ultravoilet + ultra
filtration for mix and tanker water. some customer are purchasing reverse
osmosis + ultravoilet + ultra filtration for municipal water coz they think that

all technology is best for 100% purification.some people think that

municipal source are the best source for drinking in summer and winter
seasons so they use water purifier only in rainy season.

suggestion
Price structure should be revised.
Customer service is something which company should pay more
attention at.
There should be facility to taste water quality by costumers before
purchasing.
Company should focus more on brand awareness.
Maintain long term customer service by providing valueable after sale
service.
The company should take innitiativeto give maximum features and
compact design in minimum price range.
Promotional events should be done in regular basis to keep the people
aware about the new technologies and products.
Some incentivies should be given regarding price to high potential
customers.

CHAPTER 6
REFERENCES
Bibliography
Yogesh Funde and Poonam Kaddad Marketing Management
Rishabh Publication Edition 2013.

Sunny Fernandes Special studies in marketing

Rishabh Publication Edition 2014.

N.G Kale and M.Ahmed Research Methods in Business

Vipul Prakashan Edition 2014.

Webliography
www.google.co/in
www.kent.co.in
www.eurekaforbes.com
www.pureitwater.com
www.tataswach.com
www.ijmbs.com

CHAPTER 7
Annexure
QUESTIONNAIRE
Name:
____________________________________________________________
Mobile no_____________________
Address:______________________________________________________
_____________________________________________________________
______________________________________
Sex- Male ( ) Female ( )
Family Income (Monthly)
(a) Upto 30000 ( ) (b) 30000-50000 ( )
(c) 50000-80000 ( ) (d) Above 80000 ( )
FAMILY KIND
(a) Nuclear Family ( ) (b) Joint Family ( )
QUESTIONNAIRE
Q.1. What is your water source?
(a) Municipal ( )
(c) Tanker

( )

(b) Bore Well ( )

(d) Mix

( )

Q.2.Did you recently purchase a new water purifier?

Yes ( )

No ( )

If yes, Brand Name: ______________________________

Time of purchased: ______________________________________

Q.3. Do you have any Old water purifier in your home before
purchase new water purifier?
(a) Yes ( ) (b) No ( )
If yes, then reason for purchasing new one, please tick
(a) Old water purifier out of function/problematic ( )
(b) Better & Modern water purifier available ( )
(c) Storage Capacity of old water purifier is not sufficient ( )
Q.4.Which brand did you purchased/have at home?
(a) Aquaguard ( ) (b) Kent ( )
(c) Pure it ( )

(d) Tata Swach ( )

(d) Others ( )
Q.5. which types of water purifier you have purchase/ currently you have?
(a) RO+UV+UF ( )
(d) UV +UF ( )

(b) RO+UV ( )
(e) UV ( )

(c) RO ( )

(f) UF ( )

(g) ELECTRIC ( )
Q.6. Is your purifier maintenance is reasonable?
(a) Yes ( )

(b) No

( )

Q.7. Is maintenance matter in your purchasing of water purifier?

(a) Yes ( )

(b) No

( )

Q.8. On what basis you purchase that specific brand of water purifier?
(Please rank)

(a) Superior Quality/Technology ( )

(b) Price/Value for Money ( )
(c) Durability ( )
(d) Brand Image ( )
(d) Financial ( )
(f) Celebrity Endorsement ( )
(g) Recommended by others ( )
Q.9.From where did you know about your brand of water purifier? (Please
Tick)
(a) Print Media ( )
(b) Broadcasting Media ( )
(c) Hoarding/Glowing Sign Board ( )
(d) Word-of-Mouth ( )
Q.10. How many people of your family do involve in purchasing
decision making: (a) Husband (Individual) ( )
(b) Wife (Individual) ( )
(c) Husband & Wife (Both) ( )
(d) Entire Family ( )
Q.11. How much are you satisfied with your current purchase?
(a) Fully ( ) (b) Partly ( )
(c) Not Satisfied ( )
Q.12. When did you purchase/would like to purchase water purifier?
(a) When promotional schemes are open ( )

(b) Irresponse of promotional schemes ( )

Q.13.What is your opinion regarding about After Sales Service of
Water purifier?
(a) Strongly Agree ( ) (b) Agree ( )
(c) Neutral ( ) (d) Disagree ( )
(e) Strongly Disagree ( )
Q.14.If someone in your reference group and wants to purchase a
new water purifier, would you suggest your companys
brands?
(a) Yes ( ) (b) No ( )
_____________________