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Analysis of Consumer Behavior

Bisleri in Delhi & NCR

In Partial Fulfilment of the Requirements for the Award of BBA degree

Student Name: PARUL SHARMA
BBA 2016-18

Under the guidance of


School of Business Studies

Sharda University
Plot no: 32,34 , Knowledge Park 3, Greater Noida – 201306


I, PARUL SHARMA, a student of SU, Greater Noida, hereby declare that this project is the
record of authentic work carried out by me during the academic year 2016-18 and has not been
submitted to any other university or Institute towards the award of any degree.
An attempt has been made by me to provide all relevant and important details regarding the

topic to support the theoretical edifice with concrete research evidence. This will be helpful to

clean the fog surrounding the various aspect of the topic.

I hope that this project will be beneficial for the Organization.



It is with a sage sense of gratitude, I acknowledge the effort of whole hosts of well-wishers who
have in some way or other contributed in their own special ways to the success and completion
of this project.

I wish to offer my deep veneration to PROF. VANEET BHARDWAJ

, Faculty Guide, SU, Gr. Noida, for guided me with all aspects on the entitled “ANALYSIS

Place: DELHI

Date: 6th April 2018


1 In this report, I have analyzed the TOMA (Top Of Mind Awareness), customer’s preference,
company’s strategy and competitor’s activities for all SKUs, their strategies and schemes
offered to retailers.
3 The main competitors of Bisleri packaged drinking water in this segment are Kinley which
is giving a very tough competition, Aquafina, Nestle, Kingfisher, etc. Bisleri is lading all
the competitor brands and is still the market leader.
5 In this study three types of survey are conducted i.e.
 Consumers Survey, which was also conducted randomly in Delhi region.

The main objective of the study was to analyze the market share of Bisleri and its competitor
brand, analyze consumption pattern and channel behaviour of various SKUs of Bisleri across
prominent region in Delhi. These all workings were done to find out the consumer’s preference,
their satisfaction level, and availability of products, competitors’ activity their strategy, and give
recommendation and suggestion to the company.

Table of Content









Bisleri International Pvt. Ltd is an Indian beverages company best known for its
eponymous Bisleri brand of bottled water. Bisleri held 40% market share in the Indian
packaged drinking water industry as of 2011.

The Parle Group, founded by Jayantilal Chauhan, began manufacturing soft drinks in 1949.
Bisleri, an Italian mineral water company, was launched in Mumbaiin the year 1965. The Parle
Group purchased Bisleri from the Italian entrepreneur Signor Felice Bisleri in 1969.

They merely used the name and launched Bisleri soda with two variants—carbonated and non-
carbonated mineral water. Bisleri soda, though doing well, had to be discontinued, as Parle sold
their soft drink brands to Coca-Cola in 1993. After the sale to Coca-Cola, Ramesh Chauhan
dedicated himself to develop Bisleri as a brand and bring safe drinking water into the public
Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two
varieties - bubbly and still in 1965 by Bisleri Ltd, a company of Italian origin. This company
was started by Signor Felice Bisleri who first brought the idea of selling bottled water in
India. Parle bought over Bisleri (India) Ltd. in 1969 and started bottling Mineral water in
glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.

Mr. Ramesh J. Chauhan, Chairman and Managing Director, Bisleri Ltd, in 1969 started
expanding Bisleri operations substantially and the turnover has multiplied more than 20
times over a period of 10 years and the average growth rate has been around 40% over this

Bisleri International Pvt. Ltd

1 Type Private limited

2 Industry Beverages
3 Founded 1965; 53 years ago
4 Founder Signor Felice Bisleri
5 Headquarters Mumbai, Maharashtra, India
6 Area served India, United Arab Emirates
7 Key people Harish Malakar (Chairman
and MD)
8 Products Bisleri Mineral Water,
Bisleri Soda, Bisleri Urzza,
Bisleri Vedica, Bisleri Pop,
9 Brands Bisleri




A few years back, the packaged drinking water market had been crawling at the rate of 3-4%, or
even a lower figure. Indians carried drinking water in earthen pitchers, plastic or PUF bottles.
But increasing case of typhoid and other water borne diseases began to be reported. In addition
to this, liberalization happened and the mineral water industry began to be stirred and shaken.
The market started growing an astounding rate of over 100% per annum. The fact that there
were very few players in the market meant that their business grew by leaps and bounds.

The market today has grown to Rs.1100 crore. The organized sector- branded packaged
drinking water – has only Rs.700 crore of market share. The rest is accounted for by the
unorganized sector which is dominated by small regional players. The market is still growing –
at a rate greater than 80% per annum.

At present the various major players in the packaged drinking water market can be outlined as
following in terms of % market share:

Brand Names Market share %

( Company )
Bisleri ( Aqua 44%
Minerals )
Kinley ( Coca- Cola ) 31%
Aquafina ( Pepsi ) 15%
Other Regional 10%



AQUA Mineral Ltd. is the owner of famous BISLERI brand of packaged drinking water. It is
the part of renowned PARLE group in India. This group is engaged in various activities of
which packaged drinking water forms one of its core business.

“To provide the highest quality product, keeping in mind all aspects including freshness, purity
and safety, and making it easily available to the consumers in the very affordable price.”

The origin of Bisleri lies in Italy and the brand owes its name to founder Felice Bisleri, an
Italian Entrepreneur. In 1967, Bisleri set up a plat in Mumbai for bottling and marketing mineral
water, which was first of its kind in India. However, it did not work. Among other reasons, the
fact was that the Indian consumer was unprepared to accept bottled mineral water. This was the
main reason responsible for its failure. Consumer mindsets were more geared towards boiling
water at home.
In 1969, Parle bought over the Bisleri brand. In those days the Bisleri water was not available in
glass bottles. Parle’s taking charge of Bisleri did not make a dramatic difference to the brand’s
fortunes immediately. While it did gain in terms of visibility and reach (piggybacking on Parle’s
existing distribution network), efforts to expand the bottled water market were not exactly
painstaking. Parle at that particular time was interested in making soda water and not packaged
drinking water. There were just minor initiatives on the part of the company for making
packaged drinking water as it is not considered to be very profitable business at that time a
people still considered boiling water to be safer than packaged drinking water. Moreover they
were not ready to pay for a commodity like water which was so abundantly available. In 1972-
73 Parle changed the packaging of its boiling water and made it available in PVC (poly vinyl
chloride) bottles and that significantly made a difference in the sales. The buyers, then, were
mainly the upper class- the trendy people.

It was around the year 1995, when Parle Exports took charge of the brand operations and the
business took off in the market. With factories across India and a strong distribution network,
Bisleri established itself as a force to reckon with in the domestic packaged safe drinking water
Earlier the packaged drinking water consisted of five star hotels, tourists and foreigners. As a
marketing strategy, a conscious decision was taken by the company that only 40% of these sales
should come from the outlets and 60% from general market. i.e. paanwalas, street shops,
general stores and even non-tourists.
This brought about a sea change in the perception in the consumer’s mind about consumption of
Bisleri. Earlier, drinking bottled water was considered to be more of a status symbol. That
thinking was slowly changed to the point where today, not drinking Bisleri is considered as
been behind the times. Such has been the presence and penetration of the Bisleri brand in the
bottled water segment.

Bisleri was the first to market bottled water in a totally virgin market and naturally people
associate the brand with bottled water. Now Bisleri is perhaps already ten steps ahead of its
local competitors and endeavor to widen its gap in the months to come.
The brand positioning of Bisleri stresses on pure, clean and safe drinking water. Sales have
grown by 140% in the year 2000 in the coming year, Bisleri hopes to boost its sales by more
than 400%.
Bisleri expects 75% of its volume to come from bulk parts of 5 lt. and 20 lt. (Currently it
amounts to be less than 35%). The latter is to be targeted at homes and the former at offices.

Some of the future plans to be at the top-spot that Bisleri commands in the Indian market are:

1. New packaging in bottles and 20 lt. jar.

2. Increase the distribution network with an investment of over 200 crores.

3. Strengthen the presence in traditionally weak areas by setting up 12 new
bottling facilities at a cost of 150 crores.
4. Target to achieve Rs.1000 crore and a fleet of 2500 trucks.



“It’s a compliment being generic to the category, but it’s not very good when consumers think
any mineral water brand is Bisleri”.

Bisleri, a product established in India by Ramesh Chauhan, Chairman of Parle Aqua Minerals
has become a generic brand. Bisleri was the first marketed bottled water in a totally virgin
market. The brand has become synonymous with packaged drinking water, thus consumers
accept any brand offered by the retailer when they ask for Bisleri.

So far Ramesh Chauhan’s Bisleri enjoys the largest market share of 44% in the giant packaged
drinking water industry and is growing at the rate of 80% per annum. Annual sales of Bisleri
have touched Rs.616 crores. In seventies, ‘Bisleri’ was the only packaged drinking water which
had national presence and the sale was to tune of approximately one hundred thousand cases
valued at about Rs.60lacs.


1. Product variants
SKU Sales in %
Bisleri is available in a range of sizes (SKUs) given
Cups 4%
500 ml. 10 %
i. 1 lt. 1 lt. 28 %

1.2 lt. 39 %
ii. 1.2 lt.
2 lt. 4%
5 lt. 6%

20 lt. 9%
iii. 2 lt.

iv. 5 lt.

v. 20 lt.

vi. Cups.

The percentage wise contribution (value) to sales of various SKUs is pictorially shown below:

Figure: 3

2. Product innovation

To make sure that the product that reaches the consumer is always high quality and also meets
international standards, Bisleri has always been involved in improving its product packaging.
One such recent development is the temper proof break-away seal. Bisleri also recognizes the
need to produce environment friendly products and is working on the PET project.
Recent innovation at Bisleri has been Break-Away seal: keeping in mind the consumer’s need
should recognize a genuine product that cannot be tempered with, Bisleri developed the Break-
Away seal. The unique cap has been patented and cannot be duplicated or tempered with. This
technology development in the product ensures that the consumer will only get a highly safe
product when they consume Bisleri packaged drinking water.

3. Product packaging

To ensure purity of the bottled water, the bottles that are used are blown and filled at the factory
itself, to avoid contamination. Bisleri is extremely conscious of environmental issues since PET
bottles are not bio-degradable and not easy to dispose. The company is currently working on the
PET recycling project, where they will collect bottles from various places, crush and shred
them. The shredded material will then be made into ropes, PET containers for the non-food
industry and other PET like polyester fibre, flower vase, gift items etc.

Over the last 15 year, company has set up 10 new units besides taking on 7 franchisees. And
over the 3 year, the 120 bottle per minute (bpm) capacity of the 17 units across the country will
be increased to 250 bpm. Today Bisleri’s manufacturing each indicates that it is represented
across the country except in east the east.
The Mineral water plant is being set to international standards with a high degree of automation
and in-build mechanism maintaining high standards of sanitation and hygiene.

The entire plant and the piping, which comes in contact with the process water, are made of
food grade stainless steel. A strict code of hygiene and religiously conducted quality controls
tests (8 in number) every shift further ensures quality product.

Bisleri is 100% free from bacteria and toxic minerals. Water is purified in plant capable of
consistently producing uniform quality of high purity water which meets Bisleri’s high
standards. It undergoes exciting quality controls from the water source stage to final packaging.

1. Purification Process

The steps of manufacturing process are given below.

Step 1: the water is collected in water storage tank where it is chlorinated, giving
sufficient contact time (1 hr.) for chlorine to destroy all bacteria. Water then passes through sand
filter and carbon filter. Sand filter removes all suspended particles whereas carbon filter
removes odour and chlorine. The water is now free of all bacteria, suspended particles and
Step 2: the water now goes to ion exchange where the water is softened (the undesirable heavy
salts are removed). This helps in digestion.
Step 3: Water now passes through reverse osmosis plant, which is capable of getting rids of
even minute traces of toxic minerals, should and happen to exist. In its simplest form the
reverse osmosis plant consists of semi permeable membrane which acts as molecular filter.
Step 4: Water now comes to second water storage tank and it once again chlorinated. Just prior
to use water is passed through carbon filter to remove chlorine and then through a series of
micron filters of diminishing pores size.
Step 5: Pet bottles in which it is filled are stretch are blow moulded 100C as such are sterlite.
Bottles are rinsed with water prior to filling and immediately capped using rip off closures to
ensure tamper proofing


Product Convenience
Distribution: Intensive
Channel Length: Medium

It’s obvious that availability holds the key to the market. For any product to be successful the
distribution system has to be really good. Large tracts of the country have not been explored by
the national brands, which explain the proliferation of smaller brands.

Bisleri’s strategy is to build a direct distribution system at an all India level. That means serious
investments in company owned trucks and carts. Parle hopes to double its existing fleet of 1000
trucks. This would make it the largest fleet owner in the country.

Currently, Bisleri has around 80,000 retail outlets in the country with about 12,000 each in the
metros of Delhi and Mumbai. It is intended to increase this number to 10, 00000 outlets in order
to expand brands reach.

1. Freight & Handling Costs mainly include the costs incurred on Fleet operations.
The major part of this includes Vehicle Expenses, Route Expenses. This accounts to 7%
of the total costs.
2. Insurance Costs is not accounted while calculating the distribution costs as even the
loaded truck travels uninsured.
3. Wastage & Pilferages amounts to about 0.8% of the total costs. But this physically
causes a lot of hassles during transport as it makes the other cartoons wet and
susceptible for damage.
4. Other Overheads of Distribution includes the wages and salaries of the Sales
force and staff. This amounts to 6.5% of the total costs.
5. Trade Margins include the margins of various intermediaries in the distribution
channel. The trade margins vary on SKU basis. The table given below outlines the
various trade margins:

Sales Forecast is a starting point for any business. Marketing operation and financial and
personnel planning will collapse if Sales forecast is not reliable within reasonable/ acceptable
level of tolerance. Sales Forecasting is a quantitative estimate expressed in volume or value
terms of future sales for a specific time period under assumed marketing programs and
environmental problems.

In Bisleri Forecasting is done on annual basis and is further broken down into monthly basis as
field executive targets. Forecasting is done by using Trend Analysis and Sale Force opinion

The forecasting method starts with taking the inputs from sales executive in terms of sales they
will be able to achieve the following year through a prescribed format.


Every brand needs a good advertisement campaign to establish itself in the market. So it
becomes very imperative to look at various ad campaigns that Bisleri undertook to build itself
as a brand. Bisleri started its game-plan with the punch-line of ‘Pure and Safe’ and used the
same catch-line for advertising. But with the advent of many new players, all claiming the
purity, it became very imperative for Bisleri to differentiate its product so as to stand out in the
market. Bisleri found the answer in ‘sealed cap bottles’. It claimed 100% purity. While the
bottles of other brands, it claimed, could be refilled with ordinary or even germinated water.
Bisleri’s seal capped bottles ensured the consumer of purity of water and one time using the
bottles. The ad showed a milk-man and a child showering their buffaloes and filling the ‘so-
called’ mineral water bottles with the same water he is drinking. Next clip shows the Bisleri
bottles being sealed with plastic caps and ensuring the purity of water. The ad did work of
Bisleri and it got its much needed product differentiation.

The mineral water market is to set to explode and hit the Rs.2000 cr. mark in the next couple of
years. This drew the big gun’s attention. First Britannia launched Evian. And then Pepsi entered
the fray with Aquafina. Then Nestle with Pure Life but now with Perrier, pure thrust.
Meanwhile, Parle Agro’s Bailey has been growing steadily. Small local players are breathing
down Bisleri’s neck riding on better trade margins and intensive distribution (in their respective
areas of operation). Bisleri faces tough competition from these in organize sector

 Coca-Cola Kinley
 Pepsi Aquafina
 Nestle
 Parle Agro’s Bailey.


Kinley water was launched in August 2000 in one litre bottles for Rs. 10 but not been rolled out
nationally. Coca-Cola joined the race by announcing the imminent launch of fits own brand of
water and, in the process, putting to rest rumors of its so-called takeover of Bisleri. The water is
produced at Coca-Cola's three green field manufacturing plants at Bidadi near Bangalore, Dasna

in Uttar Pradesh and Goa. The company plans to either add more water bottling operations or go
for contract bottling as it goes national.


The advantage for Aquafina is that though they are over 300 labels of bottled water in the Indian
market, few can be called. It is necessary to remember that every product with a name is not a
brand; even Bisleri has become generic to this category. Aquafina bottled water is bottled
around the country in 33 different locations from municipal tap water. It is both filtered and
purified in a process that involves seven separate steps called the HydRO-7 Purification System.
Included in the steps are processes such as filtration, exposure to high intensity light, osmosis,
polishing, and ozonization. What results is water that has a Total Dissolved Solid (TDS) content
of 4 parts per million (ppm), 2.5 times lower than the Food and Drug Administration (FDA)
maximum amount.


Nestle India is the latest to enter this market with the launch of its brand `Pure Life' in New
Delhi. It plans to grab a 50 per cent market share in the next two years and emerge as a strong
player. The company has not ruled out acquiring existing brands. The product will be available
in other cities as well soon.

The water is bottled at Nestle's new plant at Samalkha in Haryana. Nestle has already launched
two of its global premium mineral water brands `Perrier' and `San Pellegrino' which are targeted
at niche markets.



Those forces which effect the organization from within i.e. due to its own activities and
performance. Those forces can be controlled by the organization and an organization can
improve on its strength and weaknesses in the market.


Those activities, which put the organization a step ahead of others with its performance in the
field of marketing mix, are products, price, promotion, and physical distribution.
Strength of the Bisleri in the market are:

I. Produce packaged drinking water in different packaging.
II. Having the largest distribution network.
III. Low cost of distribution for packaged drinking water bottles.
IV. Heavy investment on ad campaigns.
V. Its name has become synonym for packaged drinking water.
VI. Its 20 lt. Bottle has also reached to the retail outlets.
VII. Low cost incurred on production on pet bottles.
VIII. Charging better prices from the customers.
IX. Now paying more emphasis on break-away seal and attracting consumers to use only
X. Company is having large surplus of funds.
XI. Large stock maintained by the company.
XII. Availability of water bottles at the nearest possible outlets.
XIII. They maintain constant quality checks on quality of purified water.


I. Produce low quality per bottles, which cannot be sterilized.

II. They don’t manufacture dispensers.

III. They charge more for 5 lt. And 20 lt. Bottles as compared to other emerging companies.

IV. Bad publicity done before by the newspaper.


Those forces, which affect the performance and ability of an organisation from outside, i.e.,
those forces are uncontrollable and the organization cannot manipulate these forces.


A major purpose of environment scanning is to discuss new marketing opportunities. A market
opportunity is an area of buyer need in which a company can perform in profitability. Various
opportunities of Bisleri in market are:

I. The business is growing at the rate more than 80% per annum

II. There is a high growth in 500 ml., 2 lt., 5 lt., 20 lt., water bottles.

III. Their break-away seal concept is accepted by the market.

IV. There is large market share of unorganized sector in packaged drinking water industry.
And Bisleri share is increasing gradually.

V. Now middle class people also use packaged drinking water at their shops and homes and
it become the need of the metros.


I. Kinley is the biggest threat to Bisleri as it is Coca-Cola company and they have surplus
funds to invest in this company.

II. Its higher prices and low retailer’s margin has made the competitor to strengthen their
feet in the Bisleri’s market.

III. Being an Indian company, it is getting affected by international brands like Pepsi,
Kinley, and Nestle.



Research is common parlance refers to a search for knowledge. The purpose of research is to
discover answers to questions through the application of scientific procedures. Research
methodology refers to the tools and methods used for obtaining information for the purpose of
the subject under study. Research methodology deals with the various methods of research. The
purpose of the research methodology is to describe the research procedure used in the research.
Research methodology overall includes the research design, data collection method and analysis
procedure which are used to explore the insight information form the research problem.
Research Methodology helps in carrying out the project report in by analyzing the various
research findings collected through the data collection methods.


Research design is an important and the vital part of the research. Research design is a
comprehensive master plan specifying the procedure for collecting and analysis the needed
information. Research design provides an excellent framework for the research plan of action.
The function of the Research design is to ensure that the required data is in accordance; research
design is a blue print for the research study, which guides research in collecting and analysis the
Here in our project we have used the two type of research design:


Exploratory research design helps the research in getting the insight Information from the
research problem. Generally all the marketing Research projects innuendos exploratory research
that helps the researcher in providing the sharp focus of the problem under research.
Exploratory Research lays emphasis on the discovering of ideas and possible inside to get the
information needed to carry out the research has used the exploratory form to research design in
the project under study.


Conclusive research design is the design, which helps the researcher in studying the research
problem in the conclusive form; this helps the researcher in choosing the possible cause of
action from various alternatives to make a rational design. Hence this type of research is
being used in this research project.



The success of any project or market survey depends heavily on the data collection and
analysis. It is necessary that the data collected is a reliable data in order to achieve the research
objective. All data sources can be classified into two data:


1. PRIMARY DATA- Primary data is the data which are fresh and collected for the
first time, and are original in character. It consist of the actual information. There are
various Primary data collection techniques, which have helped in data gathering.
The primary data collection techniques used in the project is as follows:


2.SECONDARY DATA - Secondary data are those data, which have been already
collected or published for the purpose other than specific research need at hand. This
data is simply used up by the researcher for his purpose of collected the data and its use
is now not the same .
The secondary data source here in this project are: -

A sample design is a definite plan for obtaining a sample for a given population. A sample is
only a portion in the universe. Sampling is used to collect the primary data. The objective of
sampling is to get maximum information about the parent population with minimum effort.
Sample Design consists of the following factors.

1. Sampling unit

The target population for the survey of:

 Consumers were the already existing customers drinking packaged drinking
water as well as those not drinking mineral water. This sampling unit was
taken randomly from Delhi region.

2. Sampling Techniques

The sampling technique applied in this project is mainly Non-Probability (convenience)


3. Sample size

The sample size for the survey conducted for the analysis of:
 And 50 customers for consumer survey.




This survey was done randomly in whole Delhi. The sample size taken in this survey was 50
persons (consumers or non-consumers). There brand awareness and there preference was also
analyzed. For the collection of this primary data, questionnaire was the medium used to get all
the information for finding out the market share of this product and its competitors. The
analysis done shows that the general preference of the consumer is generally Bisleri and then
Kinley. Top of the brand awareness position is taken by Bisleri as it is also used synonymous of
packaged drinking water by the customers. The analysis and interpretation done on this
questionnaire is shown hereby.

Q 1.) In which packaged drinking water by which brands you are well aware of?

This shows Top Of The Mind Awareness (TOMA):

As per the survey of 50 customers findings are as follows

 50% recalls Bisleri first.

 22% recalls Kinley first.

 14% recalls Aquafina first.

 4% recalls Nestle first.

 4% recalls Kingfisher first.

 2% recalls Catch first.

 2% recalls Himalayan first.

 2% recalls Ganga first.

Figure: 4

Q 2.) Which brand will you prefer most for packaged drinking water?

a) Bisleri b) Kinley

c) Aquafina d) Any other (_______)

The brand preference of the consumers is as follows:

 50% of the consumers prefer Bisleri.

 28% of the consumers prefer Kinley.

 16% the consumers prefer Aquafina.

 4% of the consumers prefer Nestle.

 1% of the consumers prefer Catch.

 1% of the consumers prefer Himalayan.

Error: Reference source not found

Figure: 5

Q 3.) Which pack size do you generally consume?

a) 500 ml. Pet b) 1 lt. Pet.

c) 5 lt. Jar d) 20 lt. Jar.

The consumption pattern of pack size is identified as:

 80% of them consume 1 lt. /1.2 lt. bottles.

 14% of them consume 500ml. pet bottles.

 2% of them consume 5 lt. jars.

 4% of them consume 20 lt. jars.

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Q 4.) How often you purchase packaged drinking water?

a) More often b) Often

c) Rare d) Very rare

The consumption period of the customers are judged as under:

 8% purchase water more often.

 34% purchase often.

 40% purchase rare.

 18% purchase very rare.

Consumption pattern is also shown by the graph:

Error: Reference source not found

Figure: 7

Q 5.) From where do you generally buy packaged drinking water?

a) Highways b) General stores

c) Cinema halls d) Rail & bus stations

e) Any other (__________)

 28% says they buy packaged drinking water from Highways.

 32% says they buy packaged drinking water from General stores.

 24% says they buy packaged drinking water from cinema halls.

 16% says they buy packaged drinking water from railway and bus stations.

This also illustrated by the following chart:

Error: Reference source not found

Figure: 8

Q 6.) What do you think is the most essential thing for packaged drinking water?

Purity & Quality Purity Seal & packaging Brand name Availability

( ) ( ) ( ) ( ) ( )

i. Purity & Quality is the essential thing on which the sale of the water depends
most. Thus 28% customers prefer packaged water because this feature.

ii. Price is least considered feature which the customer is least bother about. 4% of
the customers emphasize more on price.

iii. Seal & Packaging is also an important thing which customers prefer for. 22%
people think it to be the essential thing in packaged drinking water.

iv. Brand name is also given the equal weightage as seal and packaging. 22%
customers go on Brand name for the purchase of packaged drinking water.

v. 24% of the consumers believe that availability is the major factor, which is most
essential. So, company should give a special attention to the distribution

This data is also represented by this graph:

Figure: 9

Q 7.) Which factor can change your brand preference?

Quality Quantity Price Availability

( ) ( ) ( ) ( )

Customer changes their preference because of some reasons and according to survey the factors
which can change brand preference are:

i. 38% can change their preference if they don’t get the expected quality level.

ii. 20% can change their preference if they do get more quantity in other brand.

iii. 14% can change their preference if the company hikes their prices.

iv. 28% can change their preference if the preferred brand is not available in the

This is well interpreted by this graph:

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Q 8.) How can we increase the availability of our product, Bisleri in the market?

i. Hospitals.

ii. Schools & Colleges

iii. Street Hawkers

iv. Any other (________)

By the customers viewpoint company can increase their availability by increasing their market
in these areas.

38% says that increase in availability can be increased by creating new markets in

40% says availability can be increased by supplying their product in schools & colleges.

22% says Bisleri can increase their sale and distribution by increasing their availability
through street hawkers.

This graph showing the concept of increasing their availability in market is as under:

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i. Bisleri has complete network of physical distribution

ii. Schemes are not well framed so as to give competition to competitors because of
which retailers are not satisfied.
iii. Bisleri takes the highest position in Top of the mind awareness while doing
consumers survey.
iv. Bisleri is the market leader and having neck to neck competition with Kinley.


Water is a priceless gift of nature. Without water, there is no life on earth. None can deny that

water is a friend to the human race, but it also acts as a foe by way of harboring disease

producing micro-organisms and containing some substances that may lead to ill health. The

introduction of packaged drinking water for human consumption in recent times is a boon to

mankind and more conveniences are realized. Whenever a common man purchases packaged

water, he thinks that the quality is assured and it is a safe water. Such assurance is given to

consumer by each and every manufacturer of packaged drinking water. The consumption of

bottled water has been increasing consistently over the last decade, even in countries where tap

water quality is considered excellent. Many people drink bottled water for various reasons,

including convenient transportation, guaranteed purity, preferred taste, and, often

subconsciously, as a status symbol. Packaged drinking water is getting familiar as the aspect of

convenience and quality has been guaranteed. The customers are having numerous brands in

selecting the packaged drinking water, and the variety of packaged drinking water is also like

mushroom with various styles viz., bottled, bubble top, can, and so on. But when the 266 aspect

of brand influences the purchase there comes the threat on domestic brand also, hence a

research has been carried over to analyze the satisfaction, attitude of buying and impact of

satisfaction on the attitude of buying of Consumers’ consuming packaged drinking water. The

present study is an attempt to analyze the consumers’ attitude towards packaged drinking water

in Tirunelveli District. The researcher has identified the socioeconomic status and usage profile

of the people who responded. And further, he analysed the satisfaction, attitude of buying and

impact of satisfaction on the attitude of buying of Consumers’ consuming packaged drinking

water. The findings will help the producers and marketers to take remedial measures to promote

their business of packaged drinking water. As the failure of monsoon has highly left the

common public to pressure water by large. The advent of packaged drinking water has gained

popularity in many of the corporate, living rooms and in flats. Medical practitioners also

suggest common public to drink purified water to ensure good physical and mental health.

Tirunelveli district has been stuffed with numerous shops, witnessing huge market completely

relies on packaged drinking water to quench thirst, hence there lies a profound demand of the

packaged drinking water to quench thirst. If the aforesaid suggestions are carried out by the

companies and marketers of packaged drinking water, an absolute tapping of the market can be

made enhancing a strong positive attitude in the minds of common public for the Packaged

Drinking Water.

According to Deepak Jolly, executive vice president, corporate communications, Pepsi Foods
Ltd. “Aquafina will be helped by Pepsi’s network. Moreover, Aquafina will be served
absolutely chilled.’ That makes sense too, since surveys have indicated that an overwhelming
majority of the bottled water that is consumed in India is by people who are traveling.


i. Advertisement to build the brand image that will provide the required ground to
establish the authenticity to the product.
ii. Awareness programs at health clubs, schools, cinema halls & nursing homes and
in front of business complex.
iii. To win over the consumer belief and faith over the genuinity the product.

In the light of the above findings, the following suggestions are offered to develop the business
of packaged drinking water. The suggestions based on the study would be pertinent not only for
the district but also for the State and the Nation as a whole.


While doing research I found some limitations. The limitations I faced are given as under:

i. There was time constraint for the study work given to me while doing all the
survey I did in this project work. While doing dealers survey, institutional
survey and consumers survey I got the limited time period for there

ii. The response of some of the consumers was not up to mark. So the survey
may give the biased results.

iii. The sample size taken for each of the survey in this project was very less
and limited.


6 Kotler Philip, Marketng Management, New Delhi.

1. Kothari C.R., Research Methodology, New Delhi, Vishwa Prakashan, 2000, Second





Q 1.) In which packaged drinking water by which brands you are well aware of?

a) __________.

b) __________.

c) __________.

d) __________.

Q 2.) Which brand will you prefer most for packaged drinking water?

a) Bisleri b) Kinley

c) Aquafina d) Any other(_______)

Q 3.) Which pack size do you generally consume?

a) 500 ml. Pet b) 1 lt. Pet.

c) 5 lt. Jar d) 20 lt. Jar.

Q 4.) How often you purchase packaged drinking water?

a) More often b) Often

c) Rare d) Very rare

Q 5.) From where do you generally buy packaged drinking water?

a) Highways b) General stores

c) Cinema halls d) Rail & bus stations

e) Any other (__________)

Q 6.) What do you think is the most essential thing for packaged drinking water?

Purity & Quality Purity Seal & packaging Brand name Availability

( ) ( ) ( ) ( ) ( )

Q 7.) Which factor can change your brand preference?

Quality Quantity Price Availability

( ) ( ) ( ) ( )

Q 8.) How can we increase the availability of our product, Bisleri in the market?

a) Hospitals. b) Schools & Colleges

c) Street Hawkers d) Any other (________)

Q 9.) Do you use 20 lt. Jar of packaged drinking water?

a) Yes b) No

Q 10.) (i) Have you heard about our free home delivery service of 20 lt. Jars?

a) Yes b) No.

(ii) How do you find our free home delivery service?

a) Fine b) Good

c) V.Good d) No comments

Q 11.) Is the price justified by the company?

a) Yes b) No

if No, then reason (__________)