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Water forms an essential part of every living being. After air, water is
the most important necessity for life. Water plays a number of functions for
the body. It serves as the body's transportation system, it acts as a lubricant, it
regulates the body temperature etc. The eulogy for water is an unending thing.
In fact more than 2/3rd of the human body is made of water. The importance of
water for human body can be well accessed from the fact that if the amount of
water in our body is reduced by just 1-2%, we feel very thirsty. If it's reduced
by 5%, our skin will shrink and we will have difficulty moving our muscles
and if it's reduced by 10%, we will die.
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HISTORY OF MINERAL WATER
Since ancient time people have used water from mineral springs,
especially hot springs, for bathing due to its supposed therapeutic value for
rheumatism, arthritis, skin diseases, and various other ailments. Depending on
the temperature of the water, the location, the altitude, and the climate at the
spring, it can be used to cure different ailments. This started the trend of using
mineral water for drinking purpose to exploit the therapeutic value of the
water. This trend started gaining momentum in mid 1970s and since then large
quantities of bottled water from mineral springs in France and other European
countries are exported every year.
The concept of bottled has been quite prevalent in western countries due
to greater health consciousness and higher awareness about health and
hygiene. The international standards regarding bottled water are so stringent
that for a particular brand of water to be certified as bottled water it has to get
approvals on four levels: federal, state, trade association and individual
company levels.
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SOME OF THE STANDARDS GOVERNING THE BOTTLED WATER
INDUSTRY IN US ARE:
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COMPANY PROFILE
In 1965, Donald Kendall, the CEO of Pepsi-Cola, and Herman Lay, the
CEO of Frito-Lay, recognized what they called “a marriage made in heaven,”
a single company delivering perfectly-salty snacks served alongside the best
cola on earth. Their vision led to what quickly became one of the world's
leading food and beverage companies: PepsiCo.
For more than 50 years, as tastes, trends and lifestyles have changed,
PepsiCo has evolved with them. Our willingness to adapt and grow has
transformed our snack and soda company into a collection of global brands
including Pepsi and Quaker, Gatorade and Tropicana, Frito-Lay and beyond.
Today, PepsiCo is one of the world’s most-respected companies with products
sold in more than 200 countries and territories and 22 brands that generate
more than $1 billion each in estimated annual retail sales.
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food brands including Lay’s, Kurkure, Chipsy, Doritos, Cheetos and Smith’s,
and many Quaker-branded cereals and snacks. PepsiCo AMENA also makes,
markets, distributes and sells beverage concentrates, fountain syrups and
finished goods under various beverage brands including Pepsi, Pepsi Max,
7UP, Diet Pepsi, Mirinda, Mountain Dew, Aquafina, Slice and Tropicana.
The Aquafina brand name is also licensed for use on multiple skin care
products, including lip balm and wrinkle cream. It was first distributed
in Wichita, Kansas in 1994, before becoming more widely sold across the
United States, Canada, Spain, Lebanon, Turkey, the GCC countries, Iran,
Egypt, Morocco, Vietnam, Pakistan, and India to compete with The Coca-
Cola Company's Dasani and Dr. Pepper Snapple's Deja Blue. As of 2009,
Aquafina represented 13.4 percent of domestic bottled water sales in the
United States, making it the number one bottled water brand as measured by
retail sales.
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PRODUCT PROFILE
Flavored variations are also produced under the Aquafina brand name –
all of which are labeled as containing no calories and no carbohydrates.
Aquafina Flavor Splash, first introduced in 2005, is a flavored water product
line which is non-carbonated and artificially sweetened with Sucralose. As of
2011, it is produced in six flavors: Grape, Strawberry Kiwi, Wild Berry,
Raspberry, Lemon, and Peach Mango. Aquafina Sparkling is a carbonated line
of flavored water; however its production was discontinued in the U.S. in late
2010. Other former products included Aquafina Alive (a low calorie, vitamin-
enhanced water beverage introduced in 2007 and discontinued in
2009) and Aquafina plus+ (a low calorie flavored water labeled as a vitamin
supplement) – both of which have been discontinued in the U.S. As of 2011,
the "Sparkling" and "plus+" lines were still in production in other markets
such as Canada.
Purified
Aquafina originates from public water sources and is then purified
through a rigorous purification process. This purification process includes
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reverse osmosis and other filtering and purification methods. It removes things
like chlorides, salts and other substances that can affect a water's taste. Every
bottle of Aquafina is produced at one of our water purification centers. That's
how you know you're getting pure water and perfect taste consistently every
time you open an Aquafina. Anytime, anywhere.
Purification Process
While other brands of bottled water may also have similar purification
steps such as reverse osmosis and ozonation, Aquafina has an extensive
purification system that delivers pure water with perfect taste. At Aquafina,
we understand that when you pay for bottled water, you expect consistent
purity and great taste. That's why Aquafina has invested hundreds of millions
of dollars in purification processes and exceeds purity standards set by the
federal government.
Reverse Osmosis
Reverse osmosis (RO) uses semi-permeable membranes with smaller
pore sizes than microfiltration, ultrafiltration and nanofiltration to remove
unwanted substances in the water, like sodium and chloride.
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Difference between Spring Water and Purified Water
Purified water is sourced from water systems that provide safe drinking
water and are regulated by the Environmental Protection Agency (EPA). This
water is then taken through purification systems designed to remove
substances according to Food and Drug Administration (FDA) standards. The
purification system used by Aquafina employs standards that are even more
stringent that those set by the FDA. Aquafina delivers pure water with perfect
taste. Every time.
The Aquafina average TDS reading is 4 — that's 2.5 times lower than
FDA standards and 75% less than the closest competitive brand.
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Aquafina Remove the Substances like Bacteria or Gaseous Compounds
Our purification system is designed to remove dissolved solids and
organic compounds that may be present in the water.
Remove Pharmaceuticals
The Aquafina purification process uses the best technology available to
purify water. It is an accredited and validated process that meets or excedes
government standards and has been verified by independent experts.
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OBJECTIVES OF THE STUDY
To study the factors that influences the buyers to buy different brands of
packaged drinking water.
To determine the awareness level of the soap brands.
To examine the brand awareness for various brands and the attributes
and influencers impacting purchase decision.
To study the impact of consumer promotions and factors influencing
switching behaviour.
To identify various factors affecting purchases
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RESEARCH METHODOLOGY
RESEARCH DESIGN
The research problem having been formulated in clear cut terms, the
researcher will be required to prepare a research design. That is he will have to
state the conceptual structure with in which research would be conducted. The
preparation of such a design facilities research to be as efficient as possible
yielding maximum information.
PRIMARY DATA
Primary data are obtained by a study specifically designed to fulfill the
data needs of the problem at hand, such data are original in character and are
generated in large number of survey conducted mostly by government, and
also by some individual, institutions and research bodies.
SECONDARY DATA
Data that are not originally collected but rather obtained from published
or unpublished sources are known as secondary data. The secondary data
constitute the chief materials on the basis of which statistical work is carry out
in many investigations.
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SAMPLING PLAN
Sampling means where only a few units of population under study are
considered for analysis is called sampling. It is a process of obtaining the
information about an entire population by examining only a part of it.
SAMPLE UNIT:
I chose my sampling area at Cumbum town for market survey of the
Aquafina Water.
SAMPLE SIZE:
The sample size taken for the survey is 100 respondents,
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DATA ANALYSIS AND INTERPRETATION
Research Design
A marketing research design specifies the procedure for conducting and
controlling the research project. The choice of particular research design
would follow from the problem. As such there is no single best design.
However, any marketing research study must explicitly state its plan about
collection and analysis of data.
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SUGGESTION
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LIMITATIONS
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CONCLUSION
From this study we conclude that while purchasing the drinking water
customers considers various factors during their purchasing decision. It was
found that mostly customer prefers brands while purchasing the drinking
water as it is concern for their life’s.
It is also found that Bisleri is the market leader with the 60% share in
the market. Mostly packaged drinking water pack size used by the customers
are 500ml & 1L. Customers are also willing to pay average price for packaged
drinking water.
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QUESTIONNAIRE
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14) Is Aquafina brand is available in your area?
Yes No
15) Where do you purchase the Aquafina water bottle?
Departmental Store Retail Store Super Market
16) What is your option about the quality of the product?
Moderate Low Costly
17) What is your option about the quality of the product?
Very good Excellent Poor
18) What type of packing do your prefer?
Bottle Polythene Container
19) Are you completely satisfied with this product?
Yes No
20) In which reason do you consume Aquafina water bottle?
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