CHAPTER - 1

INTRODUCTION

1.1 INTRODUCTION TO PROJECT UNDERTAKEN

The growing awareness about the water-borne diseases has augmented the demand for water
purifiers across India. The uptake of water purifying technology is also expected to increase as
growing number of consumers are expected to realize the benefits of consuming cleaner water.
Ow
ing to these reasons, the India water purifier market is expected to reach a valuation of US$4.1 bn
by the end of 2024 as against US$1.1 bn in 2015. During the forecast years of 2016 and 2024, the
overall market is expected to register a CAGR of 15.4%.
India water purifier market is being fuelled by increasing awareness about the benefits of pure
water, rampant urbanization, booming industrialization, and government initiatives through
various policies and campaign about advantages of consuming clean water. Despite the strong
market drivers, the challenge of educating the masses about the efficiency of these purifying
technologies across rural India is expected to restrain the market. A huge chunk of the population
still relies on boiling water to ensure purification. However, the rising adoption of water purifier
in urban areas of India is anticipated to open up lucrative opportunities in the market. The various
technologies available in the India water purifier market are gravity purifier, RO purifier, UV
purifier, sediment purifier and water softener. The RO technology held a lion’s share of about 37%
of the total market in terms of revenue, in 2015. Analysts anticipate that the gravity purifier is
expected to exhibit a steady growth rate during the forecast period as the rural areas of India will
incline towards using this technology. On the other hand, the water softener technology will
register continuous growth as growing number of consumers are investing in RO and UV
technology.
The various accessories sold in the market are faucet mount, water dispenser, under sink filter,
pitcher filter, and shower filter. In 2015, water dispenser held a leading share in the overall market,
accounting for nearly 30% of it. In the coming few years, the pitcher filter and under sink filter are
also projected to show a noticeable growth rate

1
The three end users of water purifier technologies are the household, industrial, and commercial
sector. In 2015, the household segment accounted for a share of 55% of the overall end-user
segment. This segment is expected to retain its dominance in the coming years as the demand for
affordable and clean water in India household continues to be on the rise. Additionally, the demand
for commercial water purifier technologies and solutions will also gain momentum as several small
shops, cafés, and public places in India are complying with government initiatives of creating an
availability of purified water across the country.
The key players operating in the India water purifier market are Whirlpool India Ltd. Hi-Tech RO
Systems, Essel Nasaka, and Eureka Forbes, Kent Ro system Ltd., Godrej Industries Ltd.,
Panasonic India Pvt. Ltd., Brita GmbH and Kaz USA, Inc. The market is quite consolidated due
to the presence few leading players. However, in the coming years, the competition is expected to
get stiffer due to the introduction of several small and local players.

Hi-Tech Sweet Water Technologies Pvt. Ltd. is a 17 years old Indian company having offices in
China, U.S.A. & U.A.E. It is manufacturing and marketing a series of RO System, Reverse
Osmosis System, Air Purifier, Bidet Systems, Demineralized Water Treatment Plant, Domestic
RO Systems, Double Pass RO Systems, RO Membranes, RO Spare Parts and many more products.
We have ISO: 9001-2008, 14001-2004, 18001-2007 & CE certifications. They are producing and
supplying RO System, Reverse Osmosis System, RO Water Cooler, Stainless Steel Tank and
Water Dispenser for various segments such as domestic, commercial and industrial.

They are the only company in RO system to get ISO 9001:2000 certifications for its quality
management system by TUV Rhineland, Germany. They are prestigious member of Water Quality
Association of USA since 1995 and Indian Water Works Association since 1999.They has two
sister concerns viz Globex India and Pacific Enterprises. Both of these are prestigious companies
working in the domain of water purifiers and distillation.

2
Hi-Tech Sweet Water Technologies Pvt. Ltd. is manufacturer, exporter, and supplier of RO
Membranes, Reverse Osmosis Water Purifiers, RO Spare Parts and many others. Hi Tech Sweet
Water Technologies Pvt. Ltd. aims to grow, and are tempted to dominate in the markets and they
know that this vision can only be achieved by satisfying the customers they serve. Quality and
business ethics are two of those pillars which mainly helps in building the customers satisfaction.
So, by focusing on the variety of products such as Commercial RO System, RO System, Reverse
Osmosis System, Stainless Steel Tank and others, we have ensured that we never compromise with
quality, as they always want the customers to avail the best. A further, ethical business manner has
always remained a point of distinction for the company. The products were new in the market of
Ludhiana although it is well established in the southern part of India. And so they are facing some
problems .The sales of Hi-tech products is low in Punjab region... By having an opportunity to be
a part of the group, by acting as a summer intern, this research has been done with the objectives-
To explore the customer's demand in terms of price, Quality and Services. To find out the reasons
for discontinuing subscriptions what drives a customer to adopt a product? Customer demand and
needs the product must be able to fulfill the needs and wants of the customer. When a product has
less demand in comparison with other products? Thus what a customer a wants? This study is
mainly to explore the customers’ demand for the water purifier of hi tech water purifier sweet
technologies Pvt. Ltd. in terms of price, quality and services. We can say to explore what customer
wants from the company. It is also being taken to find out the lacks behind fulfilling the demand.

3
1.2 OBJECTIVES OF THE PROJECT UNDERTAKEN

Every research has certain objectives. This study also has done reminding certain objectives. The
objectives behind this study are discussed below –
1) T o f i n d o u t c u s t o m e r ’ s a w a r e n e s s a b o u t w a t e r b o r n d i s e a s e s i . e . h o w
m u c h t h e y a w a r e about water born diseases which is a biggest problem in India.
2) To find out customer’s perception regarding water purifier.
3) To find out factor’s that offering satisfaction to the customers.
4) To identify various competitors in product category and their relative market share
5) To identify the major factors which have influence on purchase decisions.

4
 CHAPTER- 2

Company and Industry Profile

Hi-Tech Sweet Water Technologies Pvt. Ltd. is a 17 years old Indian company having offices in
China, U.S.A. & U.A.E. It is manufacturing and marketing a series of RO System, Reverse
Osmosis System, Air Purifier, Bidet Systems, Demineralized Water Treatment Plant, Domestic
RO Systems, Double Pass RO Systems, RO Membranes, RO Spare Parts and many more
products. We have ISO: 9001-2008, 14001-2004, 18001-2007 & CE certifications. We are
producing and supplying RO System, Reverse Osmosis System, RO Water Cooler, Stainless
Steel Tank and Water Dispenser for various segments such as domestic, commercial and
industrial.

2.1 Services Offered

1. Mineral Water Plant based on Reverse Osmosis Technology suitable for bottled water plant,
beverage industries, village plants, swimming pools, pharmaceutical industries, textile industries,
green houses, farm houses and poultry farms.
2. Drinking Water Filtration System with and without UV for home use.
3. Domestic RO mineral water for home, office, restaurant, laboratory, clinic, hospitals, etc.
4. Water Softening Plant for hard water for applications like industries, laundry, boiler, soft drink
plant, ice factory, etc.
5. Annual Maintenance contract for systems supplied by us.
6. Supply of spares and components for water treatment industry.

2.2 Key Points of Hi Tech Sweet Water Technologies Pvt. Ltd.

 We are the only company in RO system to get ISO 9001:2000 certifications for its quality
management system by TUV Rhineland, Germany.
 We are prestigious member of Water Quality Association of USA since 1995 and Indian
Water Works Association since 1999.

5
2.3 History
Hi-tech systems started importing domestic as well as commercial Reverse Osmosis- based
mineral water plants from USA in 1995. The company CEO is Mr. Vijay Shah. It also began to
sell, install, and maintain these systems in the Indian local market. We have the coveted
reputation of being the pioneers in introducing reverse osmosis based water purification systems
in India. An ever-growing demand for pure drinking water, quality of our product and prompt
after sales service took us to incorporate a private limited company and in 1999 Hi-tech Sweet
Water Technologies Pvt. Ltd. was formed. Initially, it consisted of a group of chemical and
mechanical engineers and technicians with more than 10 years of combined experience in the
design, consulting, and manufacturing of water desalination and purification using reverse
osmosis technology. The promoters of this company have a successful track record from
diversified fields such as construction, building, finance, plastics, textiles, automobile
dealerships, bulk-transport, and petrol pumps.
Hi-Tech is the first company dealing with RO systems to be “I.S.O.: 9001 – 2000” certified in
2003 for its Quality Management System and Product Design, Manufacturing, Installation and
After sales Service of Commercial & Industrial R.O. water treatment plants and Domestic R.O.
water purifiers by TUV Rhineland – Germany. We are certified by C.S.P.O. Gandhinagar, NSIC,
as well and have also achieved the NSIC-CRISIL Rating for Highest Performance Capability
with Moderate Financial Strength rating SE 1B.
Hi Tech is a member of the Water Quality Association of USA since 1995 and the Indian Water
Works Association since 1999. We are associated with USA and Taiwan- based water treatment
companies for the procurement of components and design of commercial RO systems. We boast
the title of “National Gold Star Award” and our young and dynamic Managing Director Mr.
Vijay Shah is honored with the coveted “Jewel of India Award” by the International Business
Council - Delhi. Mr. Vijay Shah has also been awarded for his contribution in Research &
Development and Scientific Design of new and innovative health and hygiene related products
and even more recently he was awarded by PRIDE OF GUJARAT in Business Category
presented by Shri Dwarkeshlalji Maharaj, Gadipati of Thakorji Haveli, Baroda in presence of
Mr. Purushottam Rupala, BJP President, Gujarat in Jan 2008. Over and above these
accomplishments, Mr. Shah was recognized with the Rotary International Foundation’s PAUL
HARRIES FELLOW for the company’s contribution towards community service.

6
Hi- Tech deals with Commercial, Domestic and Industrial RO Systems. It also manufactures
packaged RO systems for ground, bore well, well, river and tap water applications in standard
capacities of portable water production. The capacities range anywhere from 8 Liter/hr to 50000
Liter/hr and we are diversified in our approach with single, double, and triple tube water filters
which come with and without UV attachments as well as softeners and water vending machines
in various capacities. If the need be, Hi-Tech can custom design, manufacture and install its
systems to meet your specific requirements. We have supplied more than 5500 industrial plants
for various needs such as bottled water manufacturing, soft drink manufacturing, hospitals, vil
lages, schools, colleges, industries, corporate offices, radiators of earth moving equipments etc.
and more than 85000 domestic RO plants till date and we strive to maintain state of the art
technology and equipment to assist our engineers in the selection and designing of the most
effective RO systems according to the type of raw water available to each of our clients.
Thousands have lived without resources, not one without water. Water is life. And clean water;
health. In a planet with 2/3rd of water, a shocking majority has no access to clean drinking water.
With the prime objective of providing every life an easy access to the hub of life, Hi-Tech group
started Hi-Tech Sweet Water Technologies in the year 1995. From the modest beginnings of a
small town- Bardoli, Surat, Gujarat, the company has carved its way right up to the top of the
water purification industry over the last 2 decades.
The US based RO technology was somewhat of a monopoly of the country, thus, Hi-Tech started
with importing entire purification plants from USA to make them available in India. Realising
those door to door sales of the same was not serving enough people, moreover the after sales
service, which is an inseparable part of the water purifier industry, was nearly impossible to
deliver without access to the spares, and consequently the company started importing the
machinery spares and components in bulk to assemble them in India. Expanding its reach
through the country, Himachal Pradesh and Silvassa became the assembling units. To increase
the efficiency and up the cost savings, the company eventually started Backward Integration
process of producing all the essential spares required in a domestic water purifier.

7
As the Reverse Osmosis Technology functions directly using a Reverse osmosis membrane, and
compromise on quality was completely out of the picture, the same had to be imported from
renowned global brands such as DOW , CSM, Vontron, etc. With time importing became a
hassle, the company decided to go completely independent and through constant efforts and
contribution towards technological advancements, successfully innovated the entire machinery
and hence developed a plant to manufacture the RO Membrane in house.

Constantly evolving to meet the need of the hour has been one of the top priorities and assets of
the group. As the business grew and people realized the value of well treated drinking water, the
demand for Purifier systems and subsequently the spares shot up at an alarming pace. To keep up
with the requirements of the markets and hold the trust of the valued customers intact, Hi-Tech
strategized, kept producing more, assembling more and opening up units across the country. The
company now boasts of 52 branches producing spares and components in India alone. This
makes the spares segment the highest revenue generating wing of the company. The company
now also employs a total of 700 employees, making it one of the biggest names in the industry.
All of our purifiers have Total Dissolved Solid adjuster which helps purifier treat the water as per
the quality of supply water and retain salts and minerals as per the universal healthcare
authorities standards, thereby making the water not only safe but healthy to drink. Serving the
customers through years of satisfaction and class, by maintaining premium standards of quality,
Hi-Tech established an incredible range purification machinery that purifies anywhere between
5Ltrs per hour to 1, 00,000Ltrs that not only provides clean drinking water to households but
places in need of water such as schools, colleges, hospitals, remote villages etc, that have regular
need of water all throughout. Spreading its wings in the world of commercial and industrial
water purification, Govt. Projects of water treatment, Community service to provide help to
people in areas with no access to clean water, Hi-Tech has set up multiple dedicated units to
make a healthier and happier India.

8
With its after sales services par excellence, Hi-Tech has successfully achieved a position second
to none in the field of water purification. From domestic purifiers to high end industrial level
purification assemblies, Hi-Tech has focused on delivering with a commitment to take care of
the product and your requirements and concerns. With a giant network throughout the country,
the customers get easy and prompt repair, replacement and any kind of assistance at every
doorstep with a motto of- One Hour(to respond)- One Day(to troubleshoot & rectify)- One Time
solution. Superior spares, expert technicians, and strict adherence service policy boosts the
company towards relationship building through 100% customer satisfaction.
In the year 2003, in Indore (Madhya Pradesh, India), the “Hi-Tech Sweet Water Technologies
Pvt. Ltd” Was established. They are known as the prominent Manufacturer,
Trader and Supplier occupied in offering a highly efficient array of Counter Top Water Purifier,
Under Sink Water Purifier, Hot & Cool Water Dispenser, RO with Cooler, Tailor Made RO
Plant, Water Vending Machine, RO Softener, etc.
Water purifier industry in India
In recent times, both documentation and activism on water have increased in India. But
awareness at the primary consumer level (i.e. the citizen) remains very low. Only a thin minority
knows about the benefits of the conservation of water and water resources. One reason is that
water has been coming virtually free of cost. Farmers tap water from nature itself, industries pay
a pittance as water cess (a tax specific to the consumption of water), while most households pay
nothing at all. In fact, many Indians see groundwater in particular as a “democratic resource”.
The government, generating very little revenues from water, is unable to operate and maintain
the existing infrastructure or even create fresh capacity. Most water utilities perform poorly at
operations and maintenance. But there are improvements that should be introduced urgently:
metering, applying appropriate user charges, reducing water losses, increasing water availability,
coverage and access in partnership with customers, stakeholders and donors.

9
The Indian water purifier market is expected to grow at a steady pace as currently people are
becoming more health conscious. Currently, water purifiers are no longer considered consumer
durables limited to affluent households as they are available at low prices and have started to
penetrate through to the lower income groups and rural households across the country.
Rise in the demand of water purifier due to
Availability of water purifiers at various price points
Increasing disposable income and economic advancement
Lack of clean drinking water
Increase in water-borne diseases Challenges
Increase in the awareness among people
People are more health conscious
India Water Purifier Market: Snapshot
The growing awareness about the water-borne diseases has augmented the demand for water
purifiers across India. The uptake of water purifying technology is also expected to increase as
growing number of consumers are expected to realize the benefits of consuming cleaner water.
Owing to these reasons, the India water purifier market is expected to reach a valuation of
US$4.1 bn by the end of 2024 as against US$1.1 bn in 2015. During the forecast years of 2016
and 2024, the overall market is expected to register a CAGR of 15.4%.

Government Initiatives Push Consumers to Install Water Purifiers

India water purifier market is being fuelled by increasing awareness about the benefits of pure
water, rampant urbanization, booming industrialization, and government initiatives through
various policies and campaign about advantages of consuming clean water. Despite the strong
market drivers, the challenge of educating the masses about the efficiency of these purifying
technologies across rural India is expected to restrain the market. A huge chunk of the population
still relies on boiling water to ensure purification. However, the rising adoption of water purifier
in urban areas of India is anticipated to open up lucrative opportunities in the market.

10
RO Water Purifiers Win Dominant Share in Overall Market
The various technologies available in the India water purifier market are gravity purifier, RO
purifier, UV purifier, sediment purifier and water softener. The RO technology held a lion’s
share of about 37% of the total market in terms of revenue, in 2015. Analysts anticipate that the
gravity purifier is expected to exhibit a steady growth rate during the forecast period as the rural
areas of India will incline towards using this technology. On the other hand, the water softener
technology will register continuous growth as growing number of consumers are investing in RO
and UV technology.

The various accessories sold in the market are faucet mount, water dispenser, under sink filter,
pitcher filter, and shower filter. In 2015, water dispenser held a leading share in the overall
market, accounting for nearly 30% of it. In the coming few years, the pitcher filter and under
sink filter are also projected to show a noticeable growth rate.

Household Consumers to Show Interest in Water Purifiers during Forecast Period

The three end users of water purifier technologies are the household, industrial, and commercial
sector. In 2015, the household segment accounted for a share of 55% of the overall end-user
segment. This segment is expected to retain its dominance in the coming years as the demand for
affordable and clean water in India household continues to be on the rise. Additionally, the
demand for commercial water purifier technologies and solutions will also gain momentum as
several small shops, cafés, and public places in India are complying with government initiatives
of creating an availability of purified water across the country.

The key players operating in the India water purifier market are Whirlpool India Ltd. Hi-Tech
RO Systems, Essel Nasaka, Eureka Forbes, Kent Ro system Ltd., Godrej Industries Ltd.,
Panasonic India Pvt. Ltd., Brita GmbH and Kaz USA, Inc. The market is quite consolidated due
to the presence few leading players. However, in the coming years, the competition is expected
to get stiffer due to the introduction of several small and local players.

11
2.4 Products

 DOMESTIC RO SYSTEM
They are manufacturer and exporter of a huge range of domestic RO System with affordable
price. Hi-tech RO is the first company in India to supply and manufacture a high range of
domestic reverse osmosis products. If you are looking for premium quality and performance base
domestic RO systems then Hi-Tech is the best option for you. They use the latest technologies
and best quality material to manufacture our RO systems. Their main goal is that to give the best
domestic RO water purifier system to our client.

 Orion Family
 Dove Family
 Ro Classic
 Utc - Under The Counter
 Cloud
 Hot & Cold

 INDUSTRIALANDCOMMERCIAL

 Light Commercial
 Commercial Plants
 Industrial Plants
 Water Softener
 Water Cooler And Chiller Water
 Vending Machines

12
  RO SPARES

A plethora of products and the finest quality of spares provide the most desirable combination of
quality and reliability. Brand recommended genuine spares not only increase the life of a product
considerably but also prove out to be highly cost-effective in the longer run. The easy to install
screw-able filters and extensive guidance plus the demo of usage also make the spares
replacement makes maintenance easier. Add life to your product with Hi-Tech Authorized
Spares and services and the product will add to your life.
 Ro Membranes
 Pump And Pump Heads
 Filters And Cartridges
 Housing
 Fittings And Accessories

13
2.5 Swot analysis

Strengths:
 Hi-tech has more than 10000 customers. It is the largest supplier of RO spare parts in
India.
 The company has covered the entire India nation with its product. This has underpinned
its large and rising customer base.
Weaknesses:-
 Tough competition in the industry raises limited scope for increasing market share.

 The prices are too high then the well known product (Kent, Pure it).

Opportunities:-
 Opportunity is always there because of a strong brand name also.

 It can also penetrate in the online market, by making its water purifiers available online.
So that users can avail this on their computers and mobiles and easily buy it.

 Hi-tech RO is going to make available there product in rural areas in India by spreading
there distribution channels which is going to help them to get more consumers because the
quality of drinking water is not good there.

Threats:-
 Main threat comes from its competitors.

 The KENT and PUREIT are major competitors.

 Quickly changing global industry can be a matter of threat for Hi-tech Ro.

 Tata have introduced its product in Indian purifier market, Tata swatch which is a matter
of concern for Hi-tech Ro.

14
 CHAPTER- 3
ACTIVITIES/TASKS UNDERTAKEN DURING SUMMER TRAINING

As an intern of Hi-tech in the Summer Internship Program of MBA (Marketing and Sales), the
work was assigned to visit to the retailers for the sales of the Hi-tech products. The work was
also done on the basis of building new customer relationship. This also includes the filling of the
questionnaires.
The marketing of the Alkaline Bottles was also done in the internship and also the dealership was
done with the retailers for keeping the products of the Hi-Tech in their stores. We were also in
touch with the customers via phone calls.

Company assigned me the areas for daily visit.

Every day in the morning at 10:30AM we have to go to the retailer shops and our mentor used to
provide the area to us, which we have covered in the Jalandhar city.
The Areas were:-

 On every Monday Money gift centre, ladhewali road

 On every Tuesday and Saturday Bhagwati electronics, Jalandhar Cantt

 On every Wednesday Television centre, Jyoti chowk – Nakodar chowk

 On every Thursday Duggul electronics, Kishanpura chowk, Jalandhar

 On every Friday Gagan enterprise, New Ashok nagar Jalandhar

15
 Activities assigned

 Take the feedback of the customers about the RO they are already using.

 Note down the complaints and views of the customers.

 Find the actual need of customer regarding RO and alkaline bottle.

 Making daily report of the competitor’s strength and weaknesses.

 After realization of need presentation was done in front of customer regarding the RO

and alkaline bottle.

 Made customer aware about the scheme of free RO membrane, way of payment and

distribution process

 Approached to area assigned and interact with concerned persons.

16
 CHAPTER-4

RESEARCH METHODOLOGY

4.1 Research design

The researcher had adopted descriptive research design for the present study in order to describe
the awareness level of consumers towards water purifier.

4.2 Universe

The universe of the study comprises the consumers’ who are using water purifier residing in
jalandhar.

4.3 Sampling technique

For this study both primary data and secondary data has been used. The primary data was
collected from respondents through questionnaire that contain list of questions related to this
study. Convenient sampling method was adopted in selecting the respondents. Information has
been collected from a sample of 250 respondents. The secondary data required for the study have
been collected from the books, magazines, journals and websites.

4.4 Independent variables

Demographic variables such as age, gender, occupation and monthly income are taken as
independent variable.

4.5 Dependent variables

In this study, level of satisfaction in price, taste, brand and performance is taken as dependent
variable.

17
4.6 REVIEW OF LITERATURE

Rajeswari V. and Ayisha Millath M. in their article on “Brand Preference towards Water
Purifier” indicated that consumer preferences are based on their personal background,
experience, quality, reliability and service available for a specific brand. The study revealed that
quality ranked first place among the criteria in the selection of water purifier.

Dana M. Johnson in his research study on “Feasibility of Water Purification Technology in Rural
Areas of Developing Countries” revealed that water scarcity is threatening social and economic
growth in rural areas of developing countries. There are potential markets for water purification
technologies in these regions. The study also reveals that rural areas of the developing world are
populated with poor people unable to fulfill the basic needs for clean water and sanitation.

Elisa Giacosa and Guido Giovando4 made a study entitled “Bottled Water Consumption: The
Case of Italy”. The aim of this research is to analyze the beverage sector, with particular
reference to the bottled water sector. The main findings suggest there is a connection between
trends in bottled water consumption and the economic status of a given country. The study
reveals that the country’s GDP is not the only economic indicator influencing bottled water
consumption. The study concludes that the annual per capita bottled water consumption of a
certain geographic area does not depend only on the availability of drinkable water, but also on
other factors such as economic, natural, commercial and cultural aspects.

18
Nilima Das made a study on the topic “A Study on Factors Affecting Consumer Purchase
Decision of Water Purifier” This study is conducted in an urban area named Bhubaneswar,
capital city of Odisha and revealed that consumer behavior in India is always unexpected and
dynamic. The study concludes that 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.

Vinay K.B. made a study on the title “Design of a Water storage and Purification system for
Rural India”. He revealed that at present purifiers help to deliver pure water which is 100 percent
free from impurities, but in rural areas lack of knowledge, affordability and usability issues have
impacted the effective usage of purifiers. The study made an attempt to resolve the issues of
purifier through product design so that an efficient and affordable purifier is developed for use
by the rural people.

Veerendra Kumar in his article entitled “Solar Water Purifier for Indian Villages” identified that
the solar distillation proves to be both economical and eco-friendly technique particularly in rural
areas. Many active distillation systems have been developed to overcome the problem of lower
distillate output in passive solar stills. The study concludes that solar still is a useful device that
can be used for the distilling of brackish water for the drinking purposes.

Muhammad Nisar Khan, Hassnain Shah, Akhtar Ali and Saqib Shakeel Abassi8 in their study
entitled “Characterization and Water Productivity of Irrigated Farms at Project Site,” revealed
that the sorghum has the lowest water productivity followed by the maize and methi while turnip
has the highest water productivity followed by the radish and wheat. They also revealed that
there is an enormous gap in water productivity of most crops between the highest and the lowest
productive farmers. He is also concluded that, there is an immense capacity to increase the water
productivity by adopting proper parameter of water and non-water inputs up to assured levels
without compromising on the yield.

19
4.7 RESULTS AND DISCUSSION

Percentage Analysis:

Age, Gender, Educational qualification, Occupation, Nature of the family, Number of members
in the family, Monthly incomes, Source of drinking water, Brand of water purifier, Source of
information about the brand, Period of usage, Level of satisfaction with respect to quality, taste,
price, brand, service cost and Overall level of satisfaction are presented using percentage
analysis.

Table-4.7.1

Age of the Respondents

Age No. of respondent Percentage

20-30 years 132 53
30-40 years 68 27
40-50 years 26 10
Above of 50 years 24 10
Total 250 100

Data interpretation: Table 4.7.1 shows that majority (53%) of the respondents were in the age
group of 20 to 30 years.

20
 Table–4.7.2

Gender of the Respondents

Gender No. of respondent Percentage

Male 112 45
Female 138 55
Total 250 100

Data interpretation: Table 4.7.2, reveals that majority (55%) of the respondents are female.

21
 Table–4.7.3

Educational Qualification of the Respondent

Education qualification No. of respondent Percentage

Illiterate 40 16
School level 50 20
Graduates 95 38
Professional 65 26
Total 250 100

Data interpretation: Table 4.7.3, denotes that majority (38%) of the respondents are graduates.

22
 Table–4.7.4

Occupation of the Respondents

Occupation No. of respondent Percentage

Business man 68 27
Professional 55 22
Employed 44 15
Others 83 33
Total 250 100

Data interpretation: Table 4.7.4, refers that majority (33%) of the respondents are belonging to
other occupation (student, housewife, etc).

23
 Table–4.7.5

Nature of the family

Nature of the family No. of respondents Percentage

Nuclear family 147 59
Joint family 103

41
Total 250 100

Data interpretation: Table 4.7.5, shows that majority (59%) of the respondents are belonging to
Nuclear family.

24
 Table–4.7.6

Number of members in the family

Number of members No of respondent Percentage

Below 3 members 51 22
3 to 6 members 155 68
Above 6 members 44 18
Total 250 100

Data interpretation: Table 4.7.6, refers that majority (62%) of the respondents are belonging to
3 to 6 members’ family.

25
 Table–4.7.7

Monthly income of the respondents

Monthly income No. of respondent Percentage

Below 25000 98 39
25000 to 50000 111 44
50000 to 75000 32 13
Above 75000 9 4
Total 250 100

Data interpretation: Table 4.7.7 reveals that the majority (44%) of the respondents were
earning monthly income of Rs. 25,000 to Rs. 50,000.

26
 Table–4.7.8

Source of drinking water

Source of water No. of respondent Percentage

Municipal Water 59 24
Bore well 126 50
Well water 37 15
Other source 28 11
Total 250 100

Data interpretation: Table 4.7.8, shows that majority (50%) of the respondent’s source of water
is Bore well.

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 Table–4.7.9

Brand of water purifier

Using brand No. of respondent Percentage

Aqua guard 76 30
Pure it 85 34
Kent 36 15
Hi tech 25 10
Others 28 11
Total 250 100

Data interpretation: Table 4.7.9, reveals that majority (34%) of the respondents are using Pure
it water purifier.

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 Table–4.7.10

Source of information about the brand

Information about the No. of respondent Percentage

brand
Advertisements 71 28
Dealers and representatives 99 40
Friends and relatives 64 26
Others 16 6
Total 250 100

Data interpretation: Table 4.7.10, shows that majority (40%) of the respondent’s source of
information about the brand is through Dealers and Representatives.

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 Table–4.7.11

Period of usage

Period of usage No of respondent Percentage

Less than 1 year 45 11
1 to 2 years 87 35
2 to 3 years 62 25
More than 3 years 56 22
Total 250 100

Data interpretation: Table 4.7.11, shows that majority (35%) of the respondents are using the
purifier for 1 to 2 years.

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 Table–4.7.12

Level of satisfaction with respect to quality

Level of satisfaction No of respondent Percentage

Highly satisfied 107 43
Satisfied 141 56
Dissatisfied 2 1
Total 250 100

Data interpretation: Table 4.7.12, denotes that majority (56%) of the respondents are satisfied
about the quality of water purifier.

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 Table–4.7.13

Level of satisfaction with respect to taste

Level of satisfaction No of respondent Percentage

Highly satisfied 131 52
Satisfied 115 46
Dissatisfied 4 2
total 250 100

Data interpretation: Table 4.7.13 denotes majority (52%) of the respondents are highly
satisfied about the taste of water in the water purifier.

Table–4.7.14

Level of satisfaction with respect to price

Level of satisfaction No of respondent percentage

Highly satisfied 49 20
Satisfied 165 66
Dissatisfied 36 14
Total 250 100

Data interpretation: Table 4.7.14 denotes that the majority (66%) of the respondents are
satisfied about the price of the water purifier.

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 Table–4.7.15

Level of satisfaction with respect to brand

Level of satisfaction No of respondent Percentage

Highly satisfied 70 28
Satisfied 170 68
Dissatisfied 10 4
total 250 100

Data interpretation: Table 4.7.15, denotes that majority (68%) of the respondents are satisfied
about the brand of the water purifier.

Table–4.7.16

Level of satisfaction with respect to service cost

Level of satisfaction No. of respondent Percentage

Highly satisfied 70 28
Satisfied 112 45
Dissatisfied 68 27
Total 250 100

Data interpretation: Table 4.7.16, denotes that majority (45%) of the respondents are satisfied
about the service cost of the water purifier.

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 Table–4.7.17

Overall level of satisfaction

Level of satisfaction No. of respondent Percentage

Highly satisfied 101 40
Satisfied 137 55
Dissatisfied 12 5
total 250 100

Data interpretation: Table 4.7.17, denotes that majority (55%) of the respondents are satisfied
about the overall level of satisfaction.

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 CHAPTER- 5

FINDING OF THE STUDY

The study was undertaken with an objective to provide an insight on water purifier provided by
many companies and the main objective is to find customer preferences and buying behavior of
water purifier.
In the course of carrying the study the following aspects were observed:
 By thorough investigation it was found that a direct sale is the most effective source of
selling water purifiers.
 Nearly 44% of respondents were in the income group of 25000 to 50000 per month.
 Majority of respondents chose information from sales executives and Word of mouth
played an most important role in purchasing the water purifier
 Majority of sales executives prefer direct sale as the best strategy because in this strategy
they can directly reach out the customer and can create the awareness of the product by
answering their queries and giving information about products.
 It is found that only direct selling is not enough because selling through dealership is also
more effective and efficient.
 It is found that festival seasons does not affect the sale of water purifier
 55% of customers were satisfied with overall performance of water purifiers.
 It was found that the company’s sales personnel meet the complaints within 24 Hrs.
which is a challenging service.
 Companies should increase Research and Development activities because customers are
looking for modern and latest technology and different designs in the products.
 56% of the respondents feel that quality of the product is good.
 More than 40% of the respondents feel that overall performance of the water purifier is
very much satisfactory.
 45% of the respondents are satisfied about the service cost of the water purifier
 68% of the respondents are satisfied about the brand of the water purifier
 66% of the respondents are satisfied about the price of the water purifier.
 Most of the respondents were available at different times due to their busy work but they
were helpful in the completion of my project in a successful way.

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 CHAPTER- 6
LIMITATIONS OF THE ANALYSIS
There are lots of limitations of this report as this is just a primary focus on the
basic sales and consumer perception and there is a lot of scope of improvement and further
enhance the research keeping this report as a base. The basic short comings of this report is
mentioned as under –
1. Time constraints
There was a time constraints and this research is done only within time limit of 2
months. So it is just a brief study as vivid study is not possible.

2. Single city survey

Due to lack of time the research is done considering only a very limited area.

3. S m a l l s a m p l e s i z e
This research is done considering the response of 250 sample respondents which is considered to
be very less to predict the consumer’s perception in large population.

4. Methodology
This is just a descriptive research and exploratory research could be done on it which will prove
to be more fruitful

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 Chapter-7

RECOMMENDATION AND CONCLUSION

6.1 RECOMMENDATION

1. Awareness
Company should look forward to the product awareness and give advertisement as there is
lack of awareness of hi tech water purifier.

2. Retail booming
Retail market is booming now a day. So company should distribute more of its
purifier product to the retail markets which will not only increase product sales but
also enhance product awareness...

3. Call centre
As per selling and research on the product we found that there are few call centers
and helpline. So company should increase its help lines to give better services and information to
its customers.
4. Service centre
While survey it is found that customers are not satisfied with the after sales service. According
to their complaint no proper service is delivered to them after sales of the product. It is
recommended that company should look forward to open a separate section of service centre for
the product as it has a wide range of variations.

5. Providing offers
Provide discounts and promotional offers.
6. Price of the products Company should reconsider the price of the RO as top brands are
offerings products to the customer at lower price.

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6.2 CONCLUSION

In today’s world of rapidly changing technology consumer’s preference are frequently changing.
The various competitors in this market are adopting new marketing strategies to retain their
market share. Majority of the consumers have locality for their own brand and for meeting the
changing environment the firm has to be constantly innovative and understand the consumer’s
needs and wants.
It is also observed that in the market very well known water purifier is Aqua guard, pure it and
Kent. Very few people know about hi tech. Therefore it is concluded from the study that hi tech
water purifier sweet water technologies, which has a brand image in the southern India, should
increase relationship with customers through mass communication, advertisement and setting up
help lines and also make people aware of the product as well as make them aware of water born
diseases to achieve the top rank position in the competitive market of water purifier.

38
 REFRENCES
 Endacott,R.W.J.(2013).Consumer and CRM :a national and global perspective journal of
consumer marketing. vol 21.issue 3.pp.183-189
 Fan,y,(2015).promoting business with corporate gift, major issues and emperical
evidence.corporate communication:an international, vol 11,issue.1,pp42-55
 Inman,J.J,Mc aHI-tech appliances ,L& hayar ,W.D (2011). Promotional signal / proxy for a
price cut ? ; journal of consumer research , vol .17, no.6, PP. 74-81.
 Beltramini. R . (2011) Exploring the efffectiveness of business gift . Journal of advertising
vol.29 , No2, pp. 8-75
 Lal. (2009). Advertising v/s sales promotion: a brand mangement perspective, journal of
product and brand mangement vol.9. No.6, pp.389-414.
 Polonsky, M.J and speed, R. (2012). Linking sponsorship and cause related marketing:
Complementarities and conflict, European journal of marketing, vol.35, issue. 11, pp. 1361-
1389.

39
 QUESTIONNAIRE
Name: ……………….
1. Age.
(a) 20-30 years (c) 40-50 years
(b) 30-40 years (d) Above of 50 years
2. Gender.
(a) Male (b) Female
3. Education Qualification.
(a) Illiterate (c) Graduates
(b) School level (d) Professional
4. Occupation.
(a) Business man (c) Employed
(b) Professional (d) Others
5. Nature of the family.
(a) Nuclear family (b) Joint family
6. Number of members in the family.
(a) Below 3 members (c) Above 6 members
(b) 3 to 6 members
7. Monthly income of the family.
(a) Below 25000 (c) 50000 to 75000
(b) 25000 to 50000 (d) Above 75000
8. Source of drinking water for the family.
(a) Municipal water (c) Well water
(b) Bore well (d) Other source
9. Brand of water purifier you use?
(a) Aqua guard (d) Hi tech
(b) Pure it (e) Others
(c) Kent
10. Source of information about the brand?
(a) Advertisements (c) Friends and relatives
(b) Dealers and representative (d) Others

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11. Period of usage.

(a) Less than 1 year (c) 2 to 3 years

(b) 1 to 2 years (d) More than 3 years
12. Level of satisfaction with respect to quality.
(a) Highly satisfied (c) Dissatisfied
(b) Satisfied
13. Level of satisfaction with respect to taste.
(a) Highly satisfied (c) Dissatisfied
(b) Satisfied
14. Level of satisfaction with respect to price.
(a) Highly satisfied (c) Dissatisfied
(b) Satisfied
15. Level of satisfaction with respect to brand.
(a) Highly satisfied (c) Dissatisfied
(b) Satisfied
16. Level of satisfaction with respect to service cost.
(a) Highly satisfied (c) Dissatisfied
(b) Satisfied
17. Overall level of satisfaction.
(a) Highly satisfied (c) Dissatisfied
(b) Satisfied

41