RESEARCH PROJECT REPORT

(MBA-043)
ON
“A study of consumer behavior with respect to low
priced water filters”
Submitted in partial fulfillment of the degree of

MASTER OF BUSINESS ADMINISTRATION

(2008-2010)

Of

UTTAR PRADESH TECHNICAL UNIVERSITY

LUCKNOW

BY
ALOK SINGH
[ROLL NO:0801470005]

UNDER THE SUPERVISION OF

Mr. PANKAJ AGRAWAL

FACULTY OF MANAGEMENT SCIENCE

SHRI RAM MURTI SMARAK COLLEGE OF ENGG. & TECH.
BAREILLY
[APRIL, 2010]

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 FACULTY OF MANAGEMENT SCIENCE
SHRI RAM MURTI SMARAK COLLEGE OF ENGG. & TECH.
BAREILLY
CERTIFICATE

This is to certify that Mr. ALOK SINGH, a student of MBA-IV Semester(2008 batch)

has completed his Research Project Report titled “A study of consumer

behavior with respect to low priced water filters ” assigned by the
department under my Supervision.

It is further certified that he has personally prepared this report that is the result of his

personal survey/observation. It is of the standard expected of MBA student and hence

recommended for evaluation.

Date: (Mr. PANKAJ AGRAWAL)

Supervisor

Above statement is endorsed.

(Anant Kumar Srivastava) (Prof. S. P. Gupta)

HOD Director General

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 STUDENT DECLARATION
This Research project report has been undertaken as a partial fulfillment of the

requirement for the award of the degree of Masters of Business Administration of Uttar

Pradesh Technical University, Lucknow.

The project was executed after the third semester under the supervision of Mr. Pankaj

Agrawal.

Further I declare that this project is my original work and the analysis and finding are for

academic purpose only. This project has not been presented in any seminar or submitted

elsewhere for the award of any Degree or Diploma.

(ALOK SINGH)

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 ACKNOWLEDGEMENT

Behind every study there stands a myriad of people whose help and contribution make

it successful. Since such a list will be a prohibitively long. I may be excused for

important omissions. This is my pleasure to thank Mr. S.P. Gupta (Director General

SRMSCET) for being a source of inspiration, help and co-operation.

I express my gratitude to my lecturer Mr. Pankaj Agrawal who helped me to complete

my project with his inputs in the area of Marketing.

Lastly, I owe my heartily thanks to all those who extended their timely support for

completion of this project.This was a good exposure that will definitely help me in my

professional career.

(ALOK SINGH)

CONTENTS

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Chapters Page no.

Chapter 1-: Introduction

 1.1 Introduction of the topic 7-32

 1.2 Scope of study 33

 1.3 objective of the study 34

Chapter 2- Literature Review 35-42

Chapter 3- Research methodology 43-44

Chapter 4- Analysis & interpretation 45-53

Chapter 5- Findings 54

Chapter 6:-Conclusion 55

Chapter 7- Suggestions & recommendation 56

Chapter 8:-Limitations 57

Chapter 9:-Bibliography & 58-61

annexure

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Chapter 1 :Introduction

1.1 Introduction:

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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.

So in regard to water purifier brands it is very necessary to study the consumer behavior

because as the population as well as income of consumers grows these things heavily

affect the consumer buying behaviour and one more important thing is that as due to

globalization many multinational companies has also come in our Indian market so

consumers has a lot of choices in context of price, technology& performance.

An Overview Of Consumer Buying Behaviour

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Definition:

Consumer behavior refers to the mental and emotional process and the observable

behavior of consumers during searching, purchasing and post consumption of a product

or service. Consumer behaviour involves study of how people buy, what they buy, when

they buy and why they buy. It blends the elements from psychology, sociology,

sociopsychology, anthropology and economics. It also tries to assess the influence on the

consumer from groups such as family, friends, reference groups and society in general.

Buyer behaviour has two aspects: the final purchase activity visible to any observer and

the detailed or short decision process that may involve the interplay of a number of

complex variables not visible to anyone.

Factors Affecting Consumer Buying Behaviour:

Consumer buying behaviour is influenced by the major three

factors:

1. Social Factors

2. Psychological Factors

3. Personal Factors.

A. Social Factors

Social factors refer to forces that other people exert and which affect consumers’

purchase behaviour. These social factors can include culture and subculture, roles and

family, social class and reference groups.

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Example:

By taking into consideration Reference group, these can influence/ affect the consumer

buying behaviour. Reference group refers to a group with whom an individual identifies

herself/ himself and the extent to which that person assumes many values, attitudes or

behaviour of group members. Reference groups can be family, school or college, work

group, club membership, citizenship etc. Reference groups serve as one of the primary

agents of consumer socialization and learning and can be influential enough to induce not

only socially acceptable consumer behaviour but also socially unacceptable and even

personal 6 destructive behaviour.

For example, if fresher student joins a college / university, he/she will meet different

people and form a group, in that group there can be behaviour patterns of values, for

example style of clothing, handsets which most of group member prefer or even

destructive behavior such as excessive consumption of alcohol, use of harmful and

addictive drugs etc. So, according to how an individual references him / herself to that

particular reference group, this will influence and change his/her buying behaviour.

B. Psychological Factors

These are internal to an individual and generate forces within that influence her/his

purchase behaviour. The major forces include motives, perception, learning, attitude and

personality.

Example:

Attitude is an enduring organization of motivational, emotional, perceptual and

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cognitive processes with respect to some aspect of our environment. Consumer form

attitude towards a brand on the basis of their beliefs about the brand. For example,

consumers of Sony products might have the belief that the products offered by Sony are

durable; this will influence those customers to buy Sony products due to this attitude

towards the brand.

C. Personal Factors

These include those aspects that are unique to a person and influence purchase

behaviour. These factors include demographic factors, lifestyle, and situational factors.

Example:

Lifestyle is an indicator of how people live and express themselves on the basis of their

activities, interests, and opinions. Lifestyle dimension provide a broader view of people

about how they spend their time the importance of things in their surroundings and their

beliefs on broad issues associated with life and living and themselves. This is influenced

by demographic factors and personality.

Definition:

Consumer buying decision process is the processes undertaken by consumer in regard

to a potential market transaction before, during and after the purchase of a product or

service.

Consumer decision making process generally involves five stages:

Need Recognition
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Purchase decision making process begins when a buyer becomes aware of an unsatisfied

need or problem. This is the vital stage in buying decision process, because without

recognizing the need or want, an individual would not seek to buy goods or service.

There are several situations that can cause problem recognition,

these include:

➢ Depletion of stock

➢ Dissatisfaction with goods in stock

➢ Environmental Changes

➢ Change in Financial Situation

➢ Marketer Initiated Activities

Example:

When a person recognizes that he/she is having a difficulty that he/she is not able to

travel with his/her family member. Then recognizes that his/her must have car and needs

to buy a new car.

Information Search

After the consumer has recognized the need, he / she will trying to find the means to

solve that need. First he will recall how he used to solve such kind of a problem in the

past, this is called nominal decision making. Secondly, a consumer will try to solve the

problem by asking a friend or goes to the market to seek advice for which product will

best serve his need, this is called limited decision making.

Sources of information include:

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➢ Personal sources

➢ Commercial Sources

➢ Public sources

➢ Personal experience

Example: (continuing from previous…)

The person after recognizing that his/her need, he/she will eventually try to find

out how he/she can purchase the car. If he/she cannot make a decision his/herself then

he/she will ask a friend to help out, if the friend do not have sufficient knowledge, he/she

would go to automobile showroom of a different different company and try to get

adequate information regarding price, feature, performance and after sale service.

Alternatives evaluation

Consumers’ evaluates criteria refer to various dimension; features, characteristics

and benefits that a consumer desires to solve a certain problem. Product features and its

benefit is what influence consumer to prefer that particular product. The consumer will

decide which product to buy from a set of alternative products depending on each unique

feature that the product offers and the benefit he / she can get out of that feature.

Example: (continuing from previous…)

When that user got enough information concerning the different brands of cars

available in the market, he/she will decide which kind of car and also which company or

brand he/she is going to buy depending upon his/her need.

Purchase Action

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This stage involves selection of brand and the retail outlet to purchase such a

product. Retail outlet image and its location are important. Consumer usually prefers a

nearby retail outlet for minor shopping and they can willingly go to a far away store when

they purchase items which are of higher values and which involve higher sensitive

purchase decision. After selecting where to buy and what to buy, the consumer completes

the final step of transaction by either cash or credit.

Example: (continuing from previous…)

After selecting company or brand of the car and model from different alternatives of

cars, he/she will make a final decision of where to buying that car and make the final

transaction procedures.

Post-purchase Actions

Consumer favourable post-purchase evaluation leads to satisfaction. Satisfaction

with the purchase is basically a function of the initial performance level expectation and

perceived performance relative to those expectations. Consumer tends to evaluate their

wisdom on the purchase of that particular product. This can result to consumer

experiencing post purchase dissatisfaction. If the consumer’s perceived performance level

is below expectation and fail to meet satisfaction this will eventually cause

dissatisfaction, and so the brand and/ or the outlet will not be considered by the consumer

in the future purchases. This might cause the consumer to initiate complaint behaviour

and spread negative word-of-mouth concerning that particular product.

Example: (continuing from previous…)

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If he/she decided to buy a car he/she will try to compare the performance, speed,

mileage and comfort of the particular car, whether they meet his/her expectations. If

he/she would find that his/ her expectations are meet she will be satisfied, if she found

that there are more additional features that he/she did not expect this car to have, she will

be delighted, otherwise she will be dissatisfied.

The problem of waterborne diseases

More than 1 billion people do not have access to safe drinking water. In the developing

world, 80% of all diseases are water-related. The magnitude of the problem can be seen

from the fact that diarrhoeal disease alone leads to 2 - 2.2 million deaths and 4 billion

episodes of disease every year worldwide. An estimated 400,000 deaths due to diarrhoeal

disease happen amongst children in India every year.

This is an immense economic and social burden on the country. The magnitude of the

problem can be further gauged from the fact that in India, 19.2% of all children under the

age of 3 years have had diarrhoeal disease in any two week period. It is in this context

that the United Nations has established the Millenium Development Goal of halving the

number of people without safe drinking water, and reducing by two-third the mortality of

children under 5 years, by 2015.

What causes waterborne diseases?

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Waterborne diseases result from the contamination of water by harmful viruses, bacteria

and parasites. These microbes find their way into water from faeces - for example, 1

gram of faeces can contain an estimated 10 million viruses, 1 million parasite cysts, and

100 worm eggs. This problem of water contamination exists not only in surface water

sources like rivers, but also in groundwater sources; and in many cases even where water

has been treated because of re-contamination during transmission to consumer homes,

and unhygienic storage and handling.

What can be done to solve the problem of waterborne diseases

World Health Organization (WHO) says that the provision of safe water alone will

reduce diarrhoeal and enteric disease by up to 50%, even in the absence of improved

sanitation or other hygiene measures. WHO further asserts that there is now conclusive

evidence that simple, acceptable, low cost interventions which are capable of eliminating

harmful viruses, bacteria and parasites from household stored water, can reduce the risks

of diarrhoeal disease for people of all ages in both the developed and developing world.

How safe is our drinking water?

. Today, 80% of the diseases in the developing world are water-related. In India 800

million such diseases are reported every year, owing to contaminated drinking water.

Water gets contaminated in many ways – by harmful viruses, bacteria and parasites, all

invisible to the naked eye. These micro-organisms find their way into water from faeces

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(1 gram of faeces can contain 10 million viruses, 1 million parasite cysts, and 100 worm

eggs).

Sewage treatment in residential and industrial units may not be adequate – untreated

human and industrial waste is often dumped into rivers and other water bodies, which

cater to cities and villages. The situation worsens drastically in the monsoons.

Even though municipal corporations may chlorinate water adequately, contamination

occurs as the water gets distributed to individual homes. Leaks in pipes (owing to

unauthorized connections), unclean water tankers, unclean overhead tanks in buildings,

contaminated taps and unhygienic storage may all lead to microbiological contamination.

The result? Dreaded diseases like hepatitis, jaundice, diarrhoea, typhoid, cholera, and

gastroenteritis. These water-borne diseases wreak havoc as they cause long absences

from work and school, loss of livelihood and in extreme cases, even death. Children

especially, are the worst hit. Ask any concerned parent and he/she will tell you how these

diseases affect children’s health, hinder academic growth, and drain the family’s

resources.

Given the multiple sources of contamination, experts agree that the most efficient way of

ensuring safe water is to purify water at your point of use. World Health Organisation

(WHO) says that the provision of safe water alone will reduce diarrhoeal and enteric

disease by up to 50%, even in the absence of improved sanitation or other hygiene

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measures.So, play it safe by purifying your drinking water at home. Protect your family

from water-borne diseases.

Industry Of Water Purifier In Indian Market:-

With more and more Indians becoming aware of the hazards of drinking impure water,

the demand for effective water purifiers is growing rapidly. The majority of intestinal

disorders and infections are caused by water borne micro organisms. As a result, the

number of consumers looking for reliable purification options is increasing not only in

the metros but also in towns across India. The companies are generally using the

following technology for water purification:

 UV purification

 Reverse Osmosis

 Activated carbon filtering

 Distillation

 Ion exchange

 Electro deionization

Domestic water purifiers usually use chemical purification, ultraviolet treatment and

filtration, or reverse osmosis. Major vendors include Eureka Forbes, Hindustan Unilever,

and Usha Brita. Eureka Forbes is the overall market leader.. Prices range from less than

Rs.2000 to Rs. 25000.

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Eureka Forbes Aquaguard is still the market leader. Aquaguard Classic is a UV purifier.

Those looking for less expensive purifiers might want to consider chemical based

purification systems such as Hindustan Unilever’s Pure it and Eureka Forbes’ Aquasure

both of which are priced below Rs. 2000. They don’t run on electricity so power outages

and electricity bills are not a problem. Also, Pureit and Aquasure are reported to be user

friendly allowing customers to service the devices themselves. There are several other

resin based purifiers as well but these may not be as effective as Pureit and Aquasure.

Also, it is best to select a chemical purifier that is capable of removing the chemicals that

are used for purification.

Reverse osmosis (RO) based water purification systems are the most expensive and can

cost up to Rs. 25000. Major vendors of RO water purifiers include Kent and Eureka

Forbes. Kent claims that their patented Mineral RO technology, which combines RO and

UV sterilisation, not only removes biological impurities and chemical toxins but retains

essential minerals as well.

Though quite a few city dwellers still boil water, many are switching over to modern

domestic water purifiers. Electrical or chemical based home water purification systems

are most suitable for urban households because they require little or no manual operation

and depending on the technology can eliminate biological contaminants, chemical toxins

and excessive salts. The main contaminants are, however, micro organisms. UV purifiers

and advanced chemical based systems deal effectively with viruses, Guardia and bacteria.

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This is one of the reasons why UV and resin based purifiers are the most widely used

water purifiers in India today.

It is estimated that around 80% of urban dwellers do not purify tap water. Many of them

are from the lower income strata and cannot afford UV or reverse osmosis water

purification systems. They are the potential buyers of economical but effective chemical

purifiers. This is the market that Eureka Forbes and Hindustan Unilever are tapping

aggressively. Chemical based purifiers, Aquasure and Pure it, together account for 20%

of water purifiers sold. Both are becoming increasingly popular because they are

effective and affordable. The two brands are reported to be growing at 100 percent per

annum. Also, they do not run on electricity and are ideal for locations where power

supply is unpredictable. Neither do they demand continuous water supply. Power and

water are still scarce even in urban India.

It is estimated that roughly two thirds of the existing water purification market belongs to

UV water purifiers and one third is shared between reverse osmosis purification systems

and chemical purifiers. In the UV purifier segment, Eureka Forbes’ Aquaguard is the

clear market leader with approximately 68% market share. Other brands include Philips

Intelligent Water Purifier and Kent’s UV purifier. The UV purifier market is estimated to

be growing at a lower rate than the chemical based segment.

Reverse osmosis purifiers, which are rather expensive and not the preferred option in

many areas, have a smaller share of the market when compared with UV purifiers and

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chemical based systems. In the reverse osmosis segment, Eureka Forbes is again the

major player with 60% share. A major portion of the remaining 40% belongs to Kent

reverse osmosis Systems.

That the Indian market has tremendous potential is 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, Hindustan

Lever and UshaBrita. In the years to come, we are likely to see others entering the fray.

Ultraviolet Water Purification – UV:-

Ultraviolet water purification lamps produce UV-C or"germicidal UV," radiation of much

greater intensity than sunlight. Almost all of a UV lamp's output is concentrated in the

254 nanometers (nm) region in order to take full advantage of the germicidal properties

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of this wavelength. Most ultraviolet purification systems are combined with various

forms of filtration, as UV light is only capable of killing microorganisms such as bacteria,

viruses, molds, algae, yeast, and oocysts like cryptosporidium and giardia. UV light

generally has no impact on chlorine, VOCs, heavy metals, and other chemical

contaminants. Nevertheless, it is probably the most cost effective and efficient

technology available to homeowners to eliminate a wide range of biological contaminants

from their water supply. Recent testing has also shown that UV can be effective at

destroying certain VOC's, although we would not specifically recommend the technology

for VOC reduction.

UV water treatment offers many advantages over other forms of water treatment for

micobiological contaminants. Most importantly, it does not introduce any chemicals to

the water, it produces no bi-products, and it does not alter the taste, pH, or other

properties of the water. Accordingly, in addition to producing safe drinking water, it is

not harmful to your plumbing and septic system. Further, it is easy and cost-effective to

install and maintain without any special training.

How it Works:-

Ultraviolet purification uses a UV light source (lamp) which is enclosed in a protective

transparent sleeve (usually quartz). The lamp is mounted such that water passing through

a flow chamber is exposed to the UV-C light rays. When harmful microbes are exposed

to the UV rays, their nucleic acid absorbs the UV energy, which then scrambles the DNA

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structure of the organism. The cell is rendered sterile and can no longer reproduce. The

cell is now considered dead and is no longer a threat.

What Contaminants Does Ultraviolet Remove?

There are no micro-organisms known to be resistant to UV, unlike chlorination. UV is

known to be highly effective against bacteria, viruses, algae, molds and yeasts, and

disease causing oocysts like cryptosporidium and giardia. In practice, bacteria and viruses

are the cause of most major waterborne pathogenic diseases. Of these enteric viruses,

hepatitis virus and Legionella pneumophila have been shown to survive for considerable

periods in the presence of chlorine, but are readily eliminated by UV treatment. For most

microorganisms, the removal efficiency of UV for microbiological contaminants such as

bacteria and virus generally exceeds 99.99%. Specifically, the following are moved to an

efficiency of greater than 99.99%: E-coli, Salmonella typhl (Typhoid fever), Salmonella

enteritidis (Gastroenteritis), Vibrio cholerae (Cholera), Mycobacetrium Tuberculosis

(Tuberculosis), Legionella pneumophila (Legionnaires' Disease), Influenza Virus, Polio

virus, and Hepatitus A Virus (better than 90%). Countertop UV systems are generally not

recommended for removing oocysts such as giardia and cryptosporidium unless equipped

with a 0.5 micron carbon block pre-filter since the exposure time the contaminant has to

the UV ray is not always long enough to provide an adequate UV dose for disinfection of

these more complex organisms. Whole house UV systems like the Trojan UV Max on the

other hand, are capable or killing waterborne oocysts at household flow rates when a

properly sized model is selected for the application .

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Advantages:

 one of the few affordable technologies for the home that effectively kills the majority

of bacteria, viruses, and other harmful microorganisms.

 energy efficient (requires about the same amount of energy as a 60 watt light bulb

Disadvantages:

 requires electrical connection (usually a standard plug-in)

 requires pre-filtration to maintain effectiveness - sediment and other contaminants can

create a "Shadow" which prevents the UV rays from reaching the harmful

microorganisms.

Reverse Osmosis:-

Reverse osmosis (RO) is a filtration method that removes many types of large molecules

and ions from solutions by applying pressure to the solution when it is on one side of a

selective membrane. The result is that the solute is retained on the pressurized side of the

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membrane and the pure solvent is allowed to pass to the other side. In order to be

"selective," this membrane should not allow large molecules or ions through the pores

(holes), but should allow smaller components of the solution (such as the solvent) to pass

freely.

Reverse osmosis is most commonly known for its use in drinking water purification from

seawater, removing the salt and other substances from the water molecules. This is the

reverse of the normal osmosis process, in which the solvent naturally moves from an area

of low solute concentration, through a membrane, to an area of high solute concentration.

The movement of a pure solvent to equalize solute concentrations on each side of a

membrane generates a pressure and this is the "osmotic pressure." Applying an external

pressure to reverse the natural flow of pure solvent, thus, is reverse osmosis.

The process is similar to membrane filtration. However there are key differences between

reverse osmosis and filtration. The predominant removal mechanism in membrane

filtration is straining, or size exclusion, so the process can theoretically achieve perfect

exclusion of particles regardless of operational parameters such as influent pressure and

concentration. Reverse Osmosis, however involves a diffusive mechanism so that

separation efficiency is dependent on solute concentration, pressure and water flux rate.

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Process:-

Formally, reverse osmosis is the process of forcing a solvent from a region of high solute

concentration through a semi permeable membrane to a region of low solute

concentration by applying a pressure in excess of the osmotic pressure.

The membranes used for reverse osmosis have a dense barrier layer in the polymer matrix

where most separation occurs. In most cases the membrane is designed to allow only

water to pass through this dense layer while preventing the passage of solutes (such as

salt ions). This process requires that a high pressure be exerted on the high concentration

side of the membrane, usually 2–17 bar (30–250 psi) for fresh and brackish water, and

40–70 bar (600–1000 psi) for seawater, which has around 24 bar (350 psi) natural

osmotic pressure that must be overcome. This process is best known for its use in

desalination (removing the salt from sea water to get fresh water), but since the early

1970s it has also been used to purify fresh water for medical, industrial, and domestic

applications.

Osmosis describes how solvent moves between two solutions separated by a semi

permeable membrane to reduce concentration differences between the solutions. When

two solutions with different concentrations of a solute are mixed, the total amount of

solutes in the two solutions will be equally distributed in the total amount of solvent from

the two solutions. Instead of mixing the two solutions together, they can be put in two

compartments where they are separated from each other by a semi permeable membrane.

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The semi permeable membrane does not allow the solutes to move from one

compartment to the other, but allows the solvent to move. Since equilibrium cannot be

achieved by the movement of solutes from the compartment with high solute

concentration to the one with low solute concentration, it is instead achieved by the

movement of the solvent from areas of low solute concentration to areas of high solute

concentration. When the solvent moves away from low concentration areas, it causes

these areas to become more concentrated. On the other side, when the solvent moves into

areas of high concentration, solute concentration will decrease. This process is termed

osmosis. The tendency for solvent to flow through the membrane can be expressed as

"osmotic pressure", since it is analogous to flow caused by a pressure differential.

Osmosis is an example of diffusion.

In reverse osmosis, in a similar setup as that in osmosis, pressure is applied to the

compartment with high concentration. In this case, there are two forces influencing the

movement of water: the pressure caused by the difference in solute concentration

between the two compartments (the osmotic pressure) and the externally applied

pressure.

Drinking water purification:-

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Around the world, household drinking water purification systems, including a reverse

osmosis step, are commonly used for improving water for drinking and cooking.

Such systems typically include a number of steps:

 a sediment filter to trap particles including rust and calcium carbonate

 optionally a second sediment filter with smaller pores

 an activated carbon filter to trap organic chemicals and chlorine, which will attack

and degrade TFC reverse osmosis membranes

 a reverse osmosis (RO) filter which is a thin film composite membrane(TFM or

TFC)

 optionally a second carbon filter to capture those chemicals not removed by the

RO membrane

 optionally an ultra-violet lamp for disinfecting any microbes that may escape

filtering by the reverse osmosis membrane

In some systems, the carbon pre-filter is omitted and cellulose triacetate membrane

(CTA) is used. The CTA membrane is prone to rotting unless protected by chlorinated

water, while the TFC membrane is prone to breaking down under the influence of

chlorine. In CTA systems, a carbon post-filter is needed to remove chlorine from the final

product water.

Portable reverse osmosis (RO) water processors are sold for personal water purification

in various locations. To work effectively, the water feeding to these units should best be
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under some pressure (40 psi or greater is the norm). Portable RO water processors can be

used by people who live in rural areas without clean water, far away from the city's water

pipes. Rural people filter river or ocean water themselves, as the device is easy to use

(Saline water may need special membranes). Some travelers on long boating trips,

fishing, island camping, or in countries where the local water supply is polluted or

substandard, use RO water processors coupled with one or more UV sterilizers. RO

systems are also now extensively used by marine aquarium enthusiasts. In the production

of bottled mineral water, the water passes through an RO water processor to remove

pollutants and microorganisms. In European countries, though, such processing of

Natural Mineral Water (as defined by a European Directive) is not allowed under

European law. (In practice, a fraction of the living bacteria can and do pass through RO

membranes through minor imperfections, or bypass the membrane entirely through tiny

leaks in surrounding seals. Thus, complete RO systems may include additional water

treatment stages that use ultraviolet light or ozone to prevent microbiological

contamination.)

Membrane pore sizes can vary from .1 to 5,000 nanometers (nm) depending on filter

type. "Particle filtration" removes particles of 1,000 nm or larger. Microfiltration removes

particles of 50 nm or larger. "Ultrafiltration" removes particles of roughly 3 nm or larger.

"Nanofiltration" removes particles of 1 nm or larger. Reverse osmosis is in the final

category of membrane filtration, "Hyperfiltration", and removes particles larger than .1

nm.

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In the United States military, R.O.W.P.U.'s (Reverse Osmosis Water Purification Unit,

pronounced "roh-poo") are used on the battlefield and in training. They come ranging

from 1500 GPD (gallons per day) to 150,000 GPD and bigger depending on the need.

The most common of these are the 600 GPH (gallons per hour) and the 3,000 GPH. Both

are able to purify salt water and water contaminated with N.B.C.

(Nuclear/Biological/Chemical) agents from the water. During a normal 24 hour period,

one unit can produce anywhere from 12,000 to 60,000 gallons of water, with a required 4

hour maintenance window to check systems, pumps, R.O. elements and the engine

generator. A single ROWPU can sustain a force of a battalion size element or roughly

1,000 to 6,000 soldiers.

Water and wastewater purification:-

Rain water collected from storm drains is purified with reverse osmosis water processors

and used for landscape irrigation and industrial cooling in Los Angeles and other cities,

as a solution to the problem of water shortages.

In industry, reverse osmosis removes minerals from boiler water at power plants. The

water is boiled and condensed repeatedly. It must be as pure as possible so that it does not

leave deposits on the machinery or cause corrosion. The deposits inside or outside the

boiler tubes may result in under-performance of the boiler, bringing down its efficiency

and resulting in poor steam production, hence poor power production at turbine.

Page | 29
It is also used to clean effluent and brackish groundwater. The effluent, is in larger

volumes (more than 500 cu. meter per day) should be treated in effluent treatment plant

first and then the clear effluent is subjected to reverse osmosis system. it helps in bringing

down the treatment cost significantly and increase the membrane life of the RO system.

The process of reverse osmosis can be used for the production of deionized water.

In 2002, Singapore announced that a process named NEWater would be a significant part

of its future water plans. It involves using reverse osmosis to treat domestic wastewater

before discharging the Neater back into the reservoirs.

Ion Exchange:-

Page | 30
The ion exchange process percolates water through bead-like spherical resin materials

(ion-exchange resins). Ions in the water are exchanged for other ions fixed to the beads.

The two most common ion-exchange methods are softening and deionization.

Softening is used primarily as a pretreatment method to reduce water hardness prior to

reverse osmosis (RO) processing. The softeners contain beads that exchange two sodium

ions for every calcium or magnesium ion removed from the "softened" water.

Deionization (DI) beads exchange either hydrogen ions for cations or hydroxyl ions for

anions. The cation exchange resins, made of styrene and divinylbenzene containing

sulfonic acid groups, will exchange a hydrogen ion for any cations they encounter (e.g.,

Na+, Ca++, Al+++). Similarly, the anion exchange resins, made of styrene and

containing quaternary ammonium groups, will exchange a hydroxyl ion for any anions

(e.g., Cl-). The hydrogen ion from the cation exchanger unites with the hydroxyl ion of

the anion exchanger to form pure water.

These resins may be packaged in separate bed exchangers with separate units for the

cation and anion exchange beds. Or, they may be packed in mixed bed exchangers

containing a mixture of both types of resins. In either case, the resin must be

"regenerated" once it has exchanged all its hydrogen and/or hydroxyl ions for charged

contaminants in the water. This regeneration reverses the purification process, replacing

the contaminants bound to the DI resins with hydrogen and hydroxyl ions.

Page | 31
Deionization can be an important component of a total water purification system when

used in combination with other methods discussed in this primer such as RO, filtration

and carbon adsorption. DI systems effectively remove ions, but they do not effectively

remove most organics or microorganisms. Microorganisms can attach to the resins,

providing a culture media for rapid bacterial growth and subsequent pyrogen generation.

The advantages and disadvantages of this technology are summarized below.

Advantages:-

 Removes dissolved inorganics effectively

 Regenerable (service deionization).

 Relatively inexpensive initial capital investment.

Disadvantages:

 Does not effectively remove particles, pyrogens or bacteria.

 DI beds can generate resin particles and culture bacteria.

 High operating costs over long-term.

1.2 scope of study:

Page | 32
A study was carried out on water purifiers to examine the prefrence of lower income

groups in form of pricing with regard to different type of water filters, To study the

existing technology related to water filters, To find out the costumer preference towards

different technology using in water filters. Water filter is very significant in INDIAN

market both for urban and rural costumer. In our country most of the Indian cities, facing

problem of pure drinking water as overall rural customer having no source for getting

pure water. In this context, the lower income costumers are looking for low priced water

filter in the market, there is a vast opportunities available with regard to costumer

potential in the market towards lower price water filter. A s we know that after freedom

population of india has increased rapidely and along with the increase of population per

capita income and living standard of peoples has also increased . In present scenario

peoples are more health conscious and pure drinking water is a part of good health as in

metros and in rural areas availability of pure drinking water is a critical problem .So to

cope up with this problem many companies have launch water filters in Indian market ex-

HUL ,USHA BRITA etc for lower income peoples as well as for middle class families .

Water filters of these companies become popular it are available at a easy affordable

price.As due to technology upgradation thes companies are using latest technologies in

the field of water purifiers and peoples choice are also depend upon the the technology

using by these companies.

1.3Objectives Of Study:-

Page | 33
1) To examine the preference of lower income groups in form of pricing with regard to

different type of water filters.

2) To study the existing technology related to water filters.

3) To find out the customer preference towards different technology using in water filters.

Chapter 2 Literature Review

Page | 34
Literature review:

Abstract

The disinfection of raw water plays an important role in environmental engineering. In

this document we overview several feedback controllers proposed by different authors to

purify the water contained in water distribution systems. Several techniques to purify the

water and the sensors needed as part of the whole system are presented to provide an

overview of the components and processes encountered in water treatment plants.

1 Literature Review

Purification of drinking water is a very important problem in environmental engineering.

Purification of drinking water is typically achieved via adding a disinfectant. Chlorine is

the most common disinfectant used in drinking water purification systems because it is

inexpensive and destroys a large number of pathogens. The purification of drinking water

involves several stages of treatment of the raw water for the removal of suspended solids,

color, and bacteria before entering the distribution network. Clarification, disinfection,

pH adjustment, filtration and taste and odor removal are part of the stages of treatment.

The quality of drinking water is altered by the use of nitrogen-based fertilizers

commonly used in agriculture or products of domestic use. Denitrification of drinking

water is needed in this case to reduce the concentrations of nitrites and nitrates present in

the raw water. However, in this document we emphasize the controller’s role in the

Page | 35
chlorination process since this is the most common method used for the purification of

drinking water. Stricter drinking water quality standards demand improvement of control

systems for water treatment. The regulation of chlorination in drinking water systems is

based on open-loop, manual control; however, several closed-loop controllers have been

proposed. The application of feedback control in drinking water purification systems has

been delayed due to the lack of sensors for measuring chlorine concentration in a reliable

fashion. Although chlorine con- centration sensors have been used in large drinking water

systems, these sensors are typically used for monitoring purposes. In this document, we

review some techniques used for purifying raw water, and the control strategies proposed

so far for trying to supply drinking water in a reliable manner. This control problem is

very complex due to the variable quality of raw water, the seasonal changes that

temperature and pH have on disinfection capabilities, the transport delays associated with

the transport time of water from one point to another, and the multiple-input, multiple-

output nature of the problem (i.e., multiple number of chlorine sources and multiple

points of water consumption through several different pipe paths). There are two

approaches that are described in this document: The first one covers the application of

feedback control for the disinfection of clarified water in a single point of a drinking

water plant. The second approach deals with distributed control for the purification of

raw water in multiple locations of a drinking water distribution system. The efficient

operation of a water plant depends upon the success of the clarification stage. In a

feedback control scheme is implemented using color and turbidity sensors and variable

speed pumps. The sensors are used to determine the current characteristics (i.e., color and

Page | 36
turbidity) of the raw water and the pumps are used to dose a coagulant into the raw water,

which achieves clarification of the water. A third measurement, a conductivity sensor,

has been considered in to suppress errors obtained from the color sensor (i.e., color

sensor measurements are considerable higher than laboratory results) when the turbidity

of the water is high. An on-line neural network is being evaluated to estimate the color of

the water based on color, turbidity and conductivity sensor measurements. An

instrumentation/actuation scheme is presented in for monitoring and controlling water

treatment. In the authors emphasize the benefits of the implementation of a distributed

control system over a centralized scheme. In the authors describe the use of an optimum

dosing rate of coagulant for a water purification system. Raw water contains a large

amount of impurities that are removed by filtering, sedimentation and flocculating, and

centrifugal separation. The impurities are removed by a coagulant dose, which must

change according to the changes in the quality of the raw water inflow in water

purification system. The coagulant dosing rate is determined based on jar-test results or a

reference table. However, the time it takes to examine the sample at laboratories, the lack

of availability of laboratory staff, and the reference tables just based on temperatures and

turbidity of the raw water are all factors that result in considerable delays in taking

appropriate correction, actions by adjusting the coagulant dose to the raw water. In a

fuzzy model is used to determine the amount of coagulant dosing rate needed in normal

conditions, whereas a neural network model is used for the same purpose, but for very

large changes in the raw water quality. Five input variables (i.e., tur- bidity, temperature,

alkalinity, pH and ¢pH of the raw water) are used for the models. A threshold in the

Page | 37
turbidity of the raw water is used to determine the current condition of the raw water. If

the current turbidity value is below that threshold, then the condition of the raw water is

considered normal and the fuzzy model computes the coagulant dosing rate. If the

turbidity value is above the threshold, then the neural network model sets the coagulant

dosing rate. The coagulant dosing rate computed by the models is the set-point of a PID

Controller used in the water purification system. The effluent turbidity control of a deep

bed rapid sand filter run by a direct filtration method is described in. The operation of this

filter depends on the physical and chemical properties of raw water, flow rate, bed depth,

grain size of the media, and the type of coagulant used. Direct filtration differs from

conventional filtration by eliminating the flocculation and sedimentation stages, resulting

in cost savings and plant size reduction. In a combination of a fuzzy controller and an

integral one is used to regulate the alum dose pumped into the filter. An expert system for

a water purification system that performs supervisory control of water quantity, and

automatic filter basin control, is developed in. The sand bed filters can be in four possible

states: waiting for filtering, filtering, waiting for scouring, and scouring. The filter basins

in water purification systems are usually divided into groups connected in parallel. On-

line data are gathered from distributed control systems throughout the water purifica-

tion system. In filter basin control is based on control of filter scouring basinand control

of the number of filter basins in operation. Filter scouring occurs when the water flow

falls below a preset minimum value. The number of filters in operation is controlled to

match the plant processing flow to total filtering flow. A different approach is presented

in where the proposed chlorination control system for water treatment is a double cascade

Page | 38
PI loop for controlling the hypochlorite dosed in the system by means of free chlorine

measurements taken at two sample points of the disinfection system.

Denitrification of drinking water has been proposed in several studies. In SISO and

MIMO robust variable structure controls for fixed bed bioreactors are developed. A SISO

variable structure control is used to control the total concentration of nitrates and nitrites

by changing either the inlet flow rate or the ethanol concentration. A MIMO variable

structure control is needed to optimally regulate the ethanol concentration of drinking

water. In [8] drinkable water is also treated by a fixed bed bioreactor. A multi-

input/multi-output sliding control law of a distributed parameter biofilter is designed to

improve the quality of the water in order to control the harmful component concentration

at the outlet of the bioreactor and to optimize the addition of carbon source. Modeling

and control design have been addressed for drinking water distribution systems in several

papers. Water supplies (i.e., tanks or reservoirs) in water distribution systems are

typically treated to kill bacteria. The problem with this treatment is that chlorine decays

exponentially in water, and thetransport delay of water through pipes causes the

chlorinated water to stay inthe system for some time. The control challenge for this

particular case is to design a strategy that doses the chlorine at treatment stations in order

to keep the chlorine residual amount in the distribution system within pre-established

concentration values. In an input-output model is presented to relate chlorine supply

concentrations at treatment stations to chlorine concentrations at specific nodes within a

drinkable water distribution system. The model in is decomposed into two parts: The first

one is an algorithm that determines the time the water spends in a particular pipe and

Page | 39
finds the node in which the water entered the pipe. The second part is an algorithm that

finds when and where the chlorine was introduced into the system. In the authors use the

same model developed in but measured data gathered from real systems are used to

calibrate the model off-line. The authors claim that closed-loop controllers are not

implemented yet in water distribution systems because control algorithms are not

available and chlorine sensors were not accepted by that time. An adaptive controller is

considered for water distribution systems with periodic variation of parameter uncertainty

due to varying consumer demands. An approximation of the input-output model is

considered in as a periodic time-varying, discrete time linear model with uncertain or

unknown coefficients. A design approach based on parameter estimation and adaptive

control techniques is introduced in. Several guidelines for selection of actuators and

sensor locations are provided in this paper.

[1] C. Cox and J. Graham, “Steps towards automatic clarification control,” in

IEEE Colloquium on Advances in Control in the Process Industries: An

Exercise in Technology Transfer, pp. 6/1–6/4, March 1994.

[2] D. Bevan, C. Cox, and A. Adgar, “Implementation issues when installing

control and condition monitoring at water treatment works,” in IEEE Col-

loquium on Industrial Automation and Control: Distributed Control for

Automation, pp. 5/1–5/4, March 1998.

Page | 40
[3] T.-H. Han, E.-S. Nahm, K.-B.Woo, C. Kim, and J.-W. Ryu, “Optimization

of coagulant dosing process in water purification system,” in Proceedings

of the 36th SICE Annual Conference, pp. 1105–1109, July 1997.

[4] M. Onat and M. Dogruel, “Effluent turbidity control in direct filtration,” in

Proceedings of IEEE Conference on Control Applications, vol. 2, pp. 1284–

1289, June 2003.

[5] Y. Miyajima, T. Katou, R. Inaba, S. Kobayashi, and H. Ezure, “A

knowledge-based water purification control system,” in Proceedings of IEEE

International Workshop on Artificial Intelligence for Industrial Applica-

tions, pp. 455–460, May 1988.

[6] T. Kingham and T. Hoggart, “Chlorination control in a large water treat-

ment works,” in IEEE Colloquium on Application of Advanced PLC (Pro-

grammable Logic Controller) Systems with Specific Experiences from Water

Treatment, pp. 2/1–2/16, June 1995.

[7] O. Boubaker, R. M’Hiri, M. M. Ksouri, and J. Babary, “SISO and MIMO

variable structure control of fixed bed bioreactors,” in UKACC Interna-

tional Conference on Control, vol. 1, pp. 229–234, September 1998.

[8] O. Boubaker and J. Babary, “On SISO and MIMO sliding control of a dis-

tributed parameter biological process,” in IEEE International Conference

on Systems, Man, and Cybernetics, vol. 1, pp. 50–55, October 1999.

Page | 41
[9] M. Zierolf, M. Polycarpou, and J. Uber, “A control-oriented approach to

water quality modeling of drinking water distribution systems,” in Proceed-

ings of the 1996 IEEE International Conference on Control Applications,

pp. 596–601, September 1996.

[10] M. Zierolf, M. Polycarpou, and J. Uber, “Development and autocalibration

of an input-output model of chlorine transport in drinking water distribu-

tion systems,” IEEE Transactions on Control Systems Technology, vol. 6,

pp. 543–553, July 1998.

[11] Z.Wang, M. Polycarpou, J. Uber, and F. Shang, “Adaptive periodic control

for chlorine residual maintenance in drinking water distribution networks,”

in Proceedings of the 40th IEEE Conference on Decision and Control, vol. 5,

pp. 4069–4074, December 2001.

[12] M. Polycarpou, J. Uber, Z. Wang, F. Shang, and M. Brdys, “Feedback

control of water quality,” IEEE Control Systems Magazine, vol. 2, pp. 68–

87, June 2002.

Chapter 3 Research methodology

Page | 42
Research Methodology

Fundamental to the success of any formal marketing research project is sound research

methodology. A research methodology generally includes research design, sampling

method or sampling procedure, method of data collection and sample size to be

considered

Research Design: In this project the descriptive research design has adopted. A
research design purely and simply the framework or plan for a study that guides the

collection and analysis of the data.

Sampling Method: In this project the respondents have selected on the basis of
convenience sampling method. Convenience sampling is based on the convenience of the

researcher to select the sample.

Method of Data Collection

The research was conducted using primary data as a source of information and the

method adopted was survey through questionnaire. The primary data are those which are

collected afresh and for the first time, and thus happen to be original in character. A

questionnaire is a formal list of questions to be answered in the survey. Survey is the

most commonly used of primary data collection in market.

Page | 43
.And other hand magazines, newspapers and books have been used as a secondary data.

The purpose research is to facilitate understanding or enable prediction of some aspects

of behaviors of the population being surveyed. The questionnaire formed contained

which were close-ended. Among close-ended question, again both dichotomous and

multiple choice questions were used. The questions were framed keeping the objective of

research in mind and in such a way that they are able to extract the required information

from the respondents.

Sample Size: To get the information for the purpose of complete the research project
I have selected 50 respondents as a sample size.

Chapter 4

Analysis & Interpretation

Page | 44
1) From which source do you get knowledge about water filter?

ABOUT NEWS PAPER TELEVISION FRIEND OTHER

FILTER:

RESPONDENT: 7 35 5 3

PERCENTAGE: 14% 70% 10% 6%

35
35

30

25

20

15 RESPONDENT
7 PERCENTAGE
10

5 5
14%
70% 3
0 10%
6%
NEWS PAPER
TELEVISION
FRIEND
OTHER

Interpretation:-14% respondents get knowledge of water filters from

newspaper,70% from television,10% from friends& 6% from others.

2) Up to which cost of water filter you can afford?

COST: 1000 - 2000 2000 – 4000 4000 – 10000

RESPONDENT:
ABOVE 10000 10 30 5 5
Page | 45
PERCENTAGE: 20% 60% 10% 10%
 30
30

25

20

15 RESPONDENT
10 PERCENTAGE
10
5 5
5 20% 60% 10% 10%
0
1000 - 2000 2000 - 4000 4000 - 10000 ABOVE 10000

Interpretation:-20% can afford water filters of price range between 1000-2000,60%

can afford of 2000-4000, 10% can afford of 4000-10000 & 10% can afford above 10000

3) While purchasing water filter do you take mind the price of water filter?

REASON: YES NO

RESPONDENT: 40 10
Page | 46
PERCENTAGE: 80% 20%
 40

40

35

30

25
RESPONDENT
20 PERCENTAGE

15 10

10

5 80% 20%

0
YES NO

Interpretation:- 80% respondent take mind the price of water filter while purchasing
while 20% not take mind while purchasing.

4) Do you think price of water filter affects its performance?

PERFORMANCE: YES NO

RESPONDENT: 20 30

PERCENTAGE: 40% 60% Page | 47

 30

30

25
20

20

RESPONDENT
15 PERCENTAGE

10

5 40% 60%

0
YES NO

Interpretation:- 40% respondents think that price of water filter affects its
performance while 60% respondents think that price does not affects performance.

5) Which brand do you prefer while buying in terms of pricing?

BRAND: AQUASURE PURE IT USHA BRITA

RESPONDENT: 35 7 8

PERCENTAGE: 70% 14% 16%Page | 48

 35

35

30

25

20
RESPONDENT
PERCENTAGE
15
7 8
10

5 70% 14% 16%

0
PURE IT USHA BRITA AQUASURE

Interpretation:-70% respondents prefer PURE IT ,14% prefer USHA BRITA& 16%

respondents prefer AQUASURE.

6) Is the technology of water filter brand affect your purchase?

TECHNOLOGY: YES NO

RESPONDENT: 35 15

PERCENTAGE: 70% 30% Page | 49

 35

35

30

25

20 15 RESPONDENT
PERCENTAGE
15

10

5 70% 30%

0
YES NO

Interpretation:- 70% respondents think that technology of water filters affect their
purchase and 30% respondents think that technology does not affect their purchase.

7)If yes then which technology do you prefer while buying?

TECHNOLOGY: UV CHEMICAL RO ION EXCHANGE

RESPONDENT: 5 4 35 6

PERCENTAGE: 10% 8% 70% 12% Page | 50

 35
35

30

25

20
RESPONDENT
PERCENTAGE
15

10 6
5
4
5
10% 8% 70% 12%
0
UV CHEMICAL RO ION EXCHANGE

Interpretation:- 10% respondents prefer UV 8% Prefer chemical 70% prefer RO

and 12% prefer Ion exchange while buying.

8) While purchasing water filters which thing do you prefer more?

PREFERENCE: PRICE TECHNOLOGY

RESPONDENT: 20 30
Page | 51
PERCENTAGE: 40% 60%
 30

30

25
20

20

RESPONDENT
15 PERCENTAGE

10

5 40% 60%

0
PRICE TECHNOLOGY

Interpretation: - 40% respondents think that they give preference to price while

buying and60% respondents think that they give preference to technology.

9) From which channel you prefer for purchase?

CHANNEL OF DOOR TO DOOR SHOPS INTERNET

OTHER
PURCHASE:
RESPONDENT: 10 35 3 2

PERCENTAGE: 20% 70% 6% Page

4%| 52
 35
35

30

25

20
RESPONDENT
PERCENTAGE
15
10
10

3
5 2
20% 70% 6% 4%
0
DOOR TO DOOR SHOPS INTERNET OTHER

Interpretation:-20% respondents prefer door to door selling for purchasing of water

filter, 70% prefer shops, 6% prefer internet while 4% prefer other sources.

Chapter 5 Findings
During the project work I found that most of the existing users get information about

waters from television because it is a good source of medium as newspaper is also a good

Page | 53
source but reach of television is more than printed media. In current scenario consumers

are more technology Conesus and they think that RO technology is much better than any

other technology but these types of water filters are so expensive. Mostly consumers

think that technology of water filter affect its performance. Also a large number of

consumers think that price of water filter does not affect its performance and technology

of water filter brand affects its performance. Also I found during the project work that in

Bareilly city there is a problem of electricity so that the water filters those are operated by

electricity , consumers face a problem in the operation of RO & UV based water filters

.As also most of respondents are from middle class so that their first choice were HUL

PUR IT and second choice were USHA BRITA and in last they prefer AQUASURE.

During project work, I found that respondents are less aware about technology using by

water filter companies.

Chapter 6:-

Conclusion

Page | 54
This survey was that how the consumer is buying behavior towards various brands of

water filters .So after working in this project I found that mostly consumers are about

technology Conesus as well as due to the technological advancement price of latest

technology is decreasing day by day. As companies are also making tie-ups with many

mncs so many water filters are available with latest technology at a reasonable price. In

INDIAN market specially in middle class segment only those water filters are popular

those are available at comparable low price and contains latest technology.

Chapter 7

Page | 55
 Suggestions &
Recommendations

Recommendations

1) Companies should emphasize more on advertising mediums like radio, word of

mouth etc.

2) Price of high quality water filters should be decreased.

3) Eureka Forbes should focus on low priced water filters.

4) Price of RO technology water filters are very high so it should be low so that it

could be easily accessible in lower income consumer group.

5) Performance of low priced water filters are not at satisfactory level.

6) In rural areas awareness about water filters is very low as in rural areas there are

large numbers of consumers so companies should focus on this segment.

Chapter 8: Limitations

Page | 56
1) The geographic region covered for the survey was limited to the boundaries of

BAREILLY city.

2) Improper response from buyers, but it was minimal.

3) Minimal possible bias in administrating the questions at the survey conducted areas.
4) The reaction and attitude are subjected to changes according to the needs and time.

CHAPTER 9
bibliography & annexure

Page | 57
 BOOKS AUTHOR

MARKETING MANAGEMENT PHILLIP KOTLER, KOSHI & JHA

PRINCIPAL OF MARKETING PHILIP KOTLER & AMSTRONG

RESEARCH METHODOLOGY R.C KOTHARI

CONSUMER BEHAVIOR LOUDON & DELLA BITTA

WEBSITES:-

www.google.com

www.wikipedia.com

Page | 58
print media:-

➢ THE TIMES OF INDIA

➢ THE HINDU
➢ BUSINESS LINE
➢ BUSINESS WORLD MAGAZINES

Annexure

Questionnaire

Page | 59
NAME-

ADRESS-

DESIGNATION-

1) From which source do you get knowledge about water filter?

(a)News paper (b) Television (c) Friends (d) Other source

2) Up to which cost of water filter you can afford?

(a)1000-2000 (b)2000-4000 (c)4000-10000 (d)above10000

3) While purchasing water filter do you take mind the price of water filter?

(a)Yes (b)No

4) Do you think price of water filter affects its performance?

(a)Yes (b)No

5) Which brand do you prefer while buying in terms of pricing?

(a)Pure it (b)Usha Brita (c)Aquasure

6) Is the technology of water filter brand affect your purchase?

(a)Yes (b)No

7) If yes then which technology do you prefer while buying?

(a)Up (b)chemical (c) Ro (d) Ion exchange

8)While purchasing water filter which thing do you prefer more?

(a)Price (b)Technology

9)From which channel you prefer for purchase?

(a)Door to door selling (b)shops (c)internet (d)Any other

Page | 60
Page | 61