INTRODUCTION OF COMPANY

We are a 21st century healthcare products company with a vision for making the
world a healthy and a happy family. The mission is to produce innovative healthcare
products that purify the water we drink, the food we eat and the air we breathe, thus
help people live healthier. For us, bringing healthcare products to you is more than
just a business, it is a passion.
Pioneer in bringing revolutionary Reverse Osmosis (RO) technology to India, KENT
started its operations from Noida, India in 1999. The owner of the company is
Mahesh Gupta. Despite a humble beginning, today KENT is a strong organization
with offices spread across India. Most importantly, today KENT has Lakhs of
satisfied customers to its credit worldwide.
The Kent water purifier RO is a good example of a filter system that can match both
your needs and your budget. Just like other people in the world who want to safeguard
their kids from water-borne diseases, India’s Mahesh Gupta saw the need to design
this reverse osmosis purifier under the Kent brand. If you are planning to purchase a
filter system either for home or business use, you may want to consider checking out
how Kent purifiers and filters make a difference.
Half of the world’s hospital beds are occupied by patients suffering from a water-
related disease. For children under five, water borne diseases is the leading cause of
death. Every 15 seconds, a child dies from a water-related disease. For children under
five years of age, water borne diseases are the leading cause of death. Every 15
seconds, a child below 5 years of age dies due to diseases caused by unsafe drinking
water. 75% of the rural population in India does not have access to safe drinking
water. 80% of diseases and 33% of deaths are caused by unsafe drinking water.
The water get these days through the municipality contains far more impurities than
we can possibly imagine. Rusted pipelines are exposed to the contamination from
sewage, due to leakage in them. If not cleaned regularly, overhead tanks are fertile
breeding ground for bacteria and viruses. Besides these factors, a rapid rise has been
recorded in levels of dissolved Impurities such as Pesticides, Arsenic, Rust. Fluoride,
Heavy metals etc.

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Dissolved Impurities in water are so toxic that they can lead to serious Diseases such
as Cholera, Hepatitis A & B, Jaundice, Typhoid and even Cancer.
After analyzing the market we have found out that there is a huge market opportunity
in India for water purifiers. There is huge competition from multinational firms who
entered in this field to capture the market share. KENT MINERAL RO is presently
the market leader in India with its brand KENT. It is considered as market leader in
many countries. Some other firms along with local producers existing in the Indian
market are Philips, LG, Pure It and Aqua guard.
Making the world a healthy & happy family and to be the leader in producing
innovative healthcare products that purify the water we drink, the food we eat and the
air we breath. To become a high-performance organization by achieving its target of
becoming market leader in this trade by delivering exceptional values through
superior execution of innovative marketing and providing excellent service support to
the clients.

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PRODUCTS

 KENT SUPREME MINERAL RO

 KENT GRAND + MINERAL RO
 KENT PEARL MINERAL RO
 KENT SUPER STAR MINERAL RO
 KENT PRIME MINERAL RO
 KENT PRIME TC MINERAL RO
 KENT GRAND MINERAL RO
 KENT SUPER + MINERAL RO
 KENT PRIDE MINERAL RO
 KENT EXCELL + MINERAL RO
 KENT ELITE MINERAL RO
 KENT GEM MINERAL RO
 KENT PERK MINERAL RO
 KENT VEGETABLE AND FRUIT PURIFIER
 KENT WATER SOFTENER
 KENT AIR PURIFIER

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FEATURES

o WIDE RANGE OF PRODUCTS - With its trademarked KENT's Mineral

RO TM expertise in water purification industry as a triumphant treadstone,
KENT has extended its brand portfolio to air purifiers, vegetable and fruit
purifiers and water softeners. It thrives to achieve its larger brand goal of
making the world a healthy and a happy family. With all this and more it
continues its pursuit in creating many such products.
o FULLY AUTOMATIC WITH AUTO ON AND OFF : It is fully automatic. It
saves you from the headache of manually switching it on and off and standing
near the purifier to fill the water.
o COMPUTER CONTROLLED : KENT RO purifiers are computer controlled
and are fully automatic .computer controls vital functions & ensures 100%
pure water over its lifetime.
o FILTER CHANGE ALARM : KENT RO purifiers come equipped with a
filter change alarm, which warn the filter when they need replacement.
o HIGH PURIFICATION CAPACITY : KENT RO purifiers water at a much
faster rate – 15 Ltr/ hour. It is ideal for Indian summers when we need water in
large quantity.
o HIGH WATER STORAGE CAPACITY – KENT RO PURIFIERS have a
high storage capacity of upto 8 Ltrs, which ensures that purified water is
always available on demand.
o DURABLE AND REQUIRES LESS MAINTENANCE – They need very less
maintenance because of our design.
o EFFICIENT AFTER SALES SERVICE – ALL KENT products are backed by
a very efficient & prompt after sales service.
o 1 YEAR PURIFIER AND MEMBRANE WARRANTY – One year free
replacement warranty on all products including membrane right at your home.
o PURIFIES WATER FROM ANY SOURCE : KENT RO Purifies can purify
water from any source be it: overhead water tank/tap/ borewell water and
make it 100% safe and tasty.

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KENT RO PURIFIER VS OTHER BRANDS

There are a lot of different brands of purification and filter systems. Some of them
have enjoyed global popularity for many years. When Kent was first introduced in
the Indian market, its high price did not help its manufacturers move more units out of
their factories. At a price tag that’s about four times the price of most other filtration
and purification systems in the market, people were not lining up to buy Kent water
purifiers. However, when people saw what superiority this brand of filters and
purifiers hold, the numbers started climbing – people were picking Kent over any
other brands when it comes to water purification and filtration systems.
Kent comes in a variety of models with comparative performance to other
brands. The Kent is comparable to the Aqua guard as both are wall mounted models
that have fully automatic operations. Since it is specifically designed for different raw
water conditions, Kent is able to provide superior purification of water from different
sources including the municipal tap, bore wells, and overhead storage tanks. This
filtration system uses a 5-stage purification system that makes use of reverse
osmosis. Clean drinking water is possible with Kent Pride.

KENT RO WATER PURIFIER COST CONSIDERATION

There are different types of Kent filters and all of them are manufactured using the
latest in RO technology. Though there may be some slight differences in terms of
storage capacity, look, features, and cost, you can be confident about the quality of the
different Kent models. You can choose from Kent Supreme, Grand, Pearl, Excel,
Pride, Super, Wonder, Elite I and Elite II. All these products vary mainly in size and
purpose. For instance, Kent Elite II, as the largest among the others, can provide you
as much as 250 liters a day or twice the amount of purified liquid than other
brands. The filtered water is free from impurities but the essential minerals are
maintained—a healthiest way to drinking clean water.
No one should sacrifice clean water over cost. Water sustains you through all your
daily activities. Clean and safe water in your home is made possible with purification
methods and filtration systems available to homeowners like you.

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AWARDS AND ACHIEVMENTS OF COMPANY

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

2007- Best Domestic Water Purifier Award 2007-08 by UNESCO.

2007- Golden Peacock Eco Innovation Award by World Environment Foundation.

2008- Excellence Award by Institute of Economic Studies.

2010- 100 Brands That Rocked India awarded by 4Ps (Business & Marketing) -

2010- ‘Gold Seal’ awarded by Water Quality Association (WQA) of USA.

2011- India's Most Admired Consumer Durable Brand awarded by 4Ps (Business &
Marketing)

2011- Commendable Water Purifier - Non Electric 2011-12 awarded by Water Digest
- UNESCO - PHD Chamber.

2011- Distinguished Water Purifier - Reverse Osmosis 2011-12 awarded by Water

Digest - UNESCO – PHD Chamber.

2012- Indian Home Awards - Most Preferred Water Purifier Brand awarded by
Franchise India - Bloomberg TV –

2012- Best Domestic Water Purifier Award awarded by Water Digest – UNESCO.

2013- India's Most Trusted Water Purifier Brand awarded b y Brand Trust Report
Trust Research Advisory.

2013- Asia's Most Promising Brands 2012-2013 awarded by World Consulting &
Research Corporation - ibrands360.

2013- Innovative 100 - Certificate of excellence awarded by Inc. India.

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INTRODUCTION TO THE TOPIC

The topic of research here is ‘Consumer preference and satisfaction level towards
water purifie r with special reference in Jalandhar city’ on the basis of quality &
After sales services. So the project is to study the preference of the consumers and
their satisfaction level.

CONSUMER PREFERENCE

Here the term ‘consumer’ means the end user of the product who not only consumes
the product but also give the feedback to the company.

The traditional view point has been to define consumer strictly in a terms of economic
goods and services. This position holds the consumer are potential purchases of
product and services offered for sale. It is a concept, used in the social science,
particularly economics. It assume a real or imagined “choice” between alternatives
and the possibility of rank ordering of these alternatives, based on happiness,
satisfaction, gratification, utility they provide .More generally it can be seen as a
source of motivation. What a consumer prefer to drink the pure water. It prefer brand,
quality, price & after sales service and any other factors.

CONSUMER SATISFACTION

‘Consumer is king’ –the statement carries profound truth in it. Today the success of
any firm depends upon the satisfaction of consumers. For satisfying the consumers the
firm should know about the behavior of the consumers. In these circumstances
understanding consumer is a very difficult task because of the changing technology,
innovation, and changes in life style. Researchers conducted many research in this
area, and they given only few suggestion, but there is no final conclusion. As per the
ideas given by the researchers, there are two factors influencing the consumers such
as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional
demographic factors and unless their thought process and buying behavior are fully
understood, decisions on product designs and packaging, branding and distribution
channels are likely to be misplaced.

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This study mainly focus on understanding the external factors like demographic,
social, cultural ,price, quality ,product attributes etc for buying water purifier like
KENT RO . The market share of any product is highly determined by the purchasing
behavior of the consumers. Following study is conducted by the researcher to find out
the behavior of the consumers, to analyze the preference of consumers, & consumer
awareness. Descriptive research design was adopted and the data is collected through
primary and secondary sources.

FACTORS AFEECTING CONSUMER PREFERENCE

Quality:

The Quality of a product attract more customers. A person buy some goods to know
about the quality of our product.

Promotion:

The greatest challenge faced by companies today is holding and increasing their
market share and value. This is always a strenuous exercise and one of the tools for
the same is marketing. There is no specific game rule available for using these
marketing tools .The reason is: each promotional tool has its own characteristics.

Brand Awareness:

According to Rossiter and Prey (1987), brand awareness precedes all other steps in
the buying process. A brand attitude cannot be performed, unless a consumer is aware
of the brand. In memory theory, brand awareness is positioned as a vital first step in
building the bundle of associations which are attached to the brand in memory
(Stokes, 1985).

Demographic factor:
Based on this study demographic factor like age, gender, education, status, and
income influence people indirectly for decision making. This is supported by
following evidence. Demographic factors play a major role in children’s power to
influence their parents. For example, Foxman et al. (1989) argue that age is a relevant
variable as older children are presumed to be more knowledgeable about products and
family needs.

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Brand image:
Based on this study the preference for selecting water purifier is mainly based on
brand, quality, and taste. Brand image influencing the consumer mind and consumer
feel the quality of the product. This is supported by the following review.
Zeithaml, Parasuraman, and Berry (1985) suggested that the brand image was an
extrinsic attribute of the product.
Advertising:
Basedonthisstudymajority of the respondentsinfluenced by advertisement for buying
water purifier. In recent circumstances technology plays an important role in decision
making;especiallyinadvertisingfieldthetechnologyroleisveryhigh.Televisionadvertism
entinducingtheconsumermindfordecisionmaking,especiallyadvertisementforwaterpurif
ierinfluencingtheconsumerto buy a particular brand. Other kind of ad vertisement in
magazine, newspaper also influencing the people. Advertising is a strong base for
consumer.

Product attributes:
Based on this study product attributes also influencing the consumers for decision
making. Most of the respondents gave importance to healthy prevention of any water
born diseases, herbal attribute, and fresh water. So people consider the benefit of the
product for buying water purifier.
Price:
Based on this survey, most of the respondents are influenced by price then
availability, and then packaging .For increasing the price of a product the company
should consider the views of consumer otherwise the consumer switch over to
competitor product.

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OBJECTIVES

 To study about the preference of customers towards water purifier.

 To study on the satisfaction level of customers towards water purifier
.

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SCOPE AND IMPORTANCE OF STUDY

The project aims to get us out of the classroom and into the real world of companies/
competitors, markets, managers and customers. For me, it opens the way for walking
into experiences. The ultimate goal of this research is enormous with its true sense.
Physically and practically, it shows the potential for the company and me.

 The scope of the project helps in analyzing the factors, which influence the
referring behavior of customers.
 The scope is such that the study has been conducted by taking samples from
different areas, which depicts the overall picture.
 The results obtained will give an overview of the different criteria based on
which an existing customer can be used to generate sufficient leads for the
company.
 The study can be helpful in taking decision so as to improve the approach
towards customers for getting reference and service.
 This project also helps to know how an organization works in real
environment and under different market scenario.
Importance of Study:

The main purpose of study is to know about the preference and satisfaction level of
customers who use water purifiers. The survey was conducted in Jalandhar area not
all but only some parts have included for survey. Due to shortage of time it was not
possible to cover the whole areas. Thus the scope of the study was completed with the
time and resources available.

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RESEARCH DESIGN

TYPE OF RESEARCH

Descriptive study is a fact finding investigation with an adequate interpretation. It is

the simplest type of research and is more specific. Mainly designed to gather
descriptive information and provides information for formulating more sophisticated
studies. Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studies.

AREA OF STUDY : JALANDHAR CITY

SAMPLE SIZE : 100 Respondents

METHOD OF DATA COLLECTION

To accomplish the objectives of the study, both primary and secondary data is
collected.

PRIMARY DATA
The data is collected is primary and fresh data. It is original in nature in the shape of
raw material for the purpose of collection of primary data a well structured
questionnaire was filled by the respondents. The questionnaire comprises of close
ended as well as ended questions. The data is also collect from different responses
from the customers some extra information has been obtained through face to face
interviewing activity.The data is collect from various hotels, hospitals, Industries and
various institutes.

SECONDARY DATA
Secondary data is collect from the catalogue and various websites .To prepare a report
various report are also Study.

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DATA PRESENTATION & ANALYSIS

The following data have been collected during the research period taken by me
through the questionnaire method on 100 people of Jalandhar city, Punjab.

Table 1: Frequency of the respondents who have water purifier

Have a Water Purifier Frequency

Yes 80

No 20

Total 100

Fig .1: Frequency of the respondents who have water purifier

80

60

40

20

0
yes no
Water purifier 80 20

INTERPRETATION

The total no. of respondents includes in the research is 100.Out of 100 respondents,
80 people have a water purifier and 20 people have not water purifier. They are
basically small industries.

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Table.2.: Frequency of respondents “which company water purifier they are
used.”

Purifier use by customer Frequency

Kent 25

Aqua guard 30

Aqua fresh 15

Local 10

Total 80

Fig 2.: Frequency of respondents “which company water purifier they are used.”

FREQUENCY KENT RO
30
Aquaguard
20 Aqua fresh
30
25
10 15 Local
10
0
KENT RO Aquaguard Aqua fresh Local

INTERPRETATION

In above data 25 people use Kent ro,30 people use aquaguard,15 people use Aqua
fresh and 10 people use local purifier.

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Table 3 :How many purifier do you know

RESPONSE Frequency

One or two 30

Three or four 40

More than four 10

Total 80

Fig 3: How many purifier do you know

40
40 30
30
20 10
10
FREQUENCY
0
One or two Three or More than
four four

INTERPRETATION

The above data shown that 30 people know about one or two purifier company name,
40 people know about three or more company name and 10 people know about more
than four company name.

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Table 4: Frequency of respondents about the taste of water on your purifier

Quality Frequency

Good 70

Bad 10

Total 80

Fig 4: Frequency of respondents about the taste of water on your purifier

FREQUENCY
10

Good
Bad
70

INTERPRETATION

The above data tells about the quality of water taste of purifier. The taste of water is
good. Out of 80 respondents, 70 people have given their view that ‘Taste of water is
good’ 10 person suffering with bad water taste, use local purifier.

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Table 5: Frequency of respondents “who think our purifier provide safe wate r as
boil water”.

Quality Frequency

Yes 75

No 5

Total 80

Figure 5: Frequency of respondents “who think our purifier provide safe water
as boil water”.

80 FREQUENCY
70
60
50
40 75
30 FREQUENCY
20
10
0 5
Good No

INTERPRETATION

The respondent give the answer that water purifier provide safe water as like boil
water. 75 people think that taste of water is like as boil water and 5 people think that
they do not provide safe water. Because they have suffering with smell problems. The
5 people are from Aqua guard who told that service of purifier is pending.

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Table 6: Frequency of respondents about after sales service of water purifier.

AFTER SALES SERVICE FREQUENCY

Satisfied 60

Not satisfied 20

Total 80

Figure 6: Frequency of respondents about after sales service of water purifier.

70

60

50

40

30 60

20

10 20

0
Satisfied Not satisfied

INTERPRETATION

The above data show the frequency of respondents about after sales of water purifier.
60 people have given their view that they are satisfied with after sales service and 20
people have given their view that after sales service of KENT RO is not good. They
provide service after Long waiting.

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Table 7: Frequency of respondents about what comes your mind first i.e. Price,
Health & Safety or Both

What comes your mind first Frequency

Price 20

Health & Safety 35

Both 25

Total 80

Fig 7: Frequency of respondents about what comes your mind first i.e. Price,
Health & Safety or Both

Frequency
40
30
20
10
0
Price Health & Safety Both

INTERPRETATION

The above data has told frequency of respondents about what comes your mind first
i.e. Price or Health or Both. Out of 80 respondents, 25 respondents have given their
view that both is important that is price as well as health and safety. Frequency of
respondents who are only concern about health and safety was found 35. Frequency of
respondents who are concern about only price was found 20 .

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Table 8: Frequency of respondents about “They would like to purchase our
products again”

Response Frequency

Yes 50

No 30

Total 80

Fig 8: Frequency of respondents about “They would like to purchase our

products again”

RESPONSE
60
50
40
30
20
10
0
yes no
RESPONSE 50 30

INTERPRETATION

The people who are buying our products again is 50 and 30 who don’t buy our
products again because of several reason that is service or they try some new purifier.

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Table 9: Frequency of respondents about “suggested our product to there
friends”

Response Frequency

Yes 70

No 10

Total 80

Fig 9: Frequency of respondents about “suggested our product to there friends”

RESPONSE
80

60

40

20

0
yes no
RESPONSE 70 10

INTERPRETATION

The people who are suggest these products to our friends is 70 and 10 who don’t
suggest our products to our friends.

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Table10: Number of respondents who buy our products after seeing an
advertisement

Response Frequency

Yes 60

No 20

Total 80

Figure 10: Numbe r of respondents who buy our products after seeing an
advertisement

RESPONDENTS

60
50
40
30
20
10
0
yes no
RESPONDENTS 60 20

INTERPRETATION

The advertisement factor also affect the buyer behavior. The number of respondents
who buy our product threw an advertisement is 60 and remaining 20 will buy our
products through our friends reference.

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 FINDINGS

o The 30 people know about one or two purifier company name, 40 people
know about three or more company name and 10 people know about more
than four company name.
o The data tells about the quality of water taste of water purifier .The taste of
water is good. Out of 80 respondents, 70 people have given their view that
‘Taste of water is good’ and 10 people view that taste of water is bad.
o The respondent gives the answer that water purifier Provides water as pure
like boil water.75 people think that taste of water is like as boil water and 5
people don’t think that.
o The data show the frequency of respondents about after sales of water purifier.
60 people have given their view that they are satisfied with afte r sales service
of and 20 people have given their view that after sales service of KENT RO is
not good. They provide service after Long waiting.
o The data has told frequency of respondents about what comes your mind first
i.e. Price or Health or Both. Out of 80 respondents,25 respondents have given
their view that both is important that is price as well as health and safety.
Frequency of respondents who are only concern about health or safety is 35.
Frequency of respondents who are concern about only price is 20 .
o The people who are buying our products again is 50 and 30 who don’t buy our
products again because of service.
o The people who are suggest these products to our friends is 70 and 10 who
don’t suggest our products to our friends.
o The advertisement factor also affect the buyer behavior. The number of
respondents who buy our product threw an advertisement is 60 and remaining
20 will buy our products through our friends reference.

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LIMITATIONS OF THE STUDY

At most attention was taken to eliminate any kind of biasness & miss- interpretation in
the study to get optimum result. Even though the following limitations could have
certain degree of impact on the findings.

 The study was confined to Jalandhar city only which may not represent the
real picture of the entire Punjab.
 Data collected about consumer preference & satisfaction level may not
represent the real picture.
 My Study is confined to 80 respondents.
 Lack of research experience.

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CONCLUSION

I had conducted marketing survey in the area of jalandhar city.I had chosen the topic
water purifier because people are very cautious about their health these days and are
very particular about their drinking water. In such a scenario most of the people are
using water purifier.After the survey I came to a solution that the people of Jalandhar
areverymuchawareof waterpurifierandmaximum of themaresatisfied withour product.
Althoughmaximum people are satisfied with the product but still there a pinch of
dissatisfaction among some of the consumers. But the ratios of these people are
negligible.

No doubt KENT RO have very good quality of product and availability in all area.
Customer feels delightful with the KENT water quality and is satisfied with KENT
RO but there is pinch of dissatisfaction Customer service.

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RECOMMENDATIONS

As per the survey done following were the recommendations of the Survey:

o PRICING: Depending on the market conditions/competition from other

competitors and also to suit local conditions, there should be flexible pricing
mechanism (either at central or local level).
o IMPROVEMENT IN SERVICE: KENT R0 should immediately Provide
service to all our customers without any waiting .This will Helpful to improve the
sales and productivity and achieve profit. Quality of service to desired level and
provides simultaneous integration with the nationwide.
o UNTAPPED RURAL MARKET: Large part of Punjab rural market is still
untapped therefore KENT RO is required to bring that area under mobility.
o KENT RO needs to spend on advertisement to attract new customers.

o KENT RO should continue to offer the best toppings to stay at the top.

o There should be no compromise in quality of the product.

o Sales person at the retails counters should have proper knowledge about the
product.
o Customer service is something which company should pay more attention.

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BIBLIOGRAPHY & REFERENCES

www.wikipedia.org/wiki/kentro
www.google.com

www.slideshare.net.

Kotler Philip, Marketing Management , edition 11 th

Kothari C.R , Research Methodology , edition 2005

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 QUESTIONNAIRE

Name of the organization :…………………………Address:………………………….

Email ID:………………………………….Contact no. : ………………………………

Contact person:………………...………………………………………………………..

1. Are you using water purifier system?

□YES □NO

2.Which company water purifier do you used. mention company name?

………………………………………
3.How many water purifiers do you know?
□ One or Two □ Three or Four □ More than four

4.What is your view on taste of water you get from your purifier?

□ Good □ Bad

5. Do you believe that KENT RO provide safe water as boil water?

□ Yes □ No

6. Are you satisfied with the after sales service of water purifier?

□ Satisfied □Not satisfied

7. If you purchase any products what comes in your mind first ?

□ price □ health □ Both

8. Do you purchase any of our products again?

□YES □ NO

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9. Do you suggest this product to your friends?

□YES □ NO

10. Do you buying our product after seeing an advertisement?

□YES □ NO

11. Do you have any other comments or suggestions ?

………………………………………………………………………….
………………………………………………………………………….
………………………………………………………………………….
………………………………………………………………………….
………………………………………………………………………….

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