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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.
1
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.
2
SOME OF THE STANDARDS GOVERNING THE BOTTLED WATER
INDUSTRY IN US ARE:
3
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.
4
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.
5
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
6
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
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.
7
Remove Beneficial Substances
The Aquafina purification system is designed to remove trace
compounds like carbonates, bicarbonates, chlorides, sulfates, phosphates,
nitrates, calcium, magnesium, sodium, potassium, iron and manganese. These
compounds are also referred to as Total Dissolved Solids (TDS). While some
of these compounds, like calcium and potassium, are necessary for your body,
their minute levels in most bottled waters have no impact on health. Therefore,
we remove these compounds to deliver a more pure 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.
8
A TDS meter is used to provide a reading of the dissolved solids in
water. FDA guidelines require that bottled water, excluding mineral water,
contain no more than 500 ppm TDS. For a bottled water to be labeled
'purified', it must have TDS of no more than 10 ppm.
The Aquafina average TDS reading is 4 — that's 2.5 times lower than
FDA standards and 75% less than the closest competitive brand.
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.
9
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
10
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.
11
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 Uthamapalayam town for market survey of
the Aquafina Water.
SAMPLE SIZE:
The sample size taken for the survey is 80 respondents,
12
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.
13
TABLE-1
No. of
S.No. Particulars Percentage
Respondents
1. Bottled Water 40 40
2. Water Cooler 20 20
3. Others 40 40
14
CHART-1
100
90
80
Percentage
70
60
50
40 40
40
30
20
20
10
0
Bottled Water Water Coller Others
Particulars
15
TABLE-2
No. of
S.No. Particulars Percentage
Respondents
1. Mineral 25 25
2. RO Treated 25 25
3. Boiled 30 30
4. Filtered 20 20
16
CHART-2
100
90
80
Percentage
70
60
50
40
30
30 25 25
20
20
10
0
Mineral RO Treated Boiled Filtered
Particulars
17
TABLE-3
No. of
S.No. Particulars Percentage
Respondents
1. Yes 90 90
2. No 10 10
18
CHART-3
100
90
90
80
70
60
50
40
30
20
10
10
0
Yes No
Particulars
19
TABLE-4
BOTTLED WATER
No. of
S.No. Particulars Percentage
Respondents
1 Price 10 10
2 Brand 30 30
3 Availability 30 30
4 Certification 30 30
20
CHART-4
BOTTLED WATER
100
90
80
70
Percentage
60
50
40
30 30 30
30
20
10
10
0
Price Brand Availability Certification
Particulars
21
TABLE-5
DRINKING WATER
No. of
S.No. Particulars Percentage
Respondents
1 Bisleri 30 30
2 Kinley 20 20
3 Aquafina 40 40
4 Others 10 10
22
CHART-5
DRINKING WATER
100
90
80
70
60
Percentage
50
40
40
30
30
20
20
10
10
0
Bisleri Kinley Aquafina Others
Particulars
23
TABLE - 6
No. of
S. No Particulars Percentage
Respondents
1 Railway Station 30 38
2 Bus Stand 30 38
3 Malls 10 12
4 Local Vendors 10 12
Total 80 100
24
CHART - 6
100
90
80
Percentage
70
60
50
40 38 38
30
20
12 12
10
0
Railway Station Bus Stand Malls Local Vendors
Particulars
25
TABLE-7
2 1 litre 40 50
3 1.5 litre 20 26
2 2 litre 10 12
Total 80 100
Among 80 Respondents
12% of the respondents are purchase of 500ml bottled water for every
time.
50% of the respondents are purchase of 1 litre bottled water for every
time.
26% of the respondents are purchase of 1.5 litre bottled water for every
time.
12% of the respondents are purchase of 2 litre bottled water for every
time.
26
CHART-7
100
90
80
70
60
50
50
40
30 26
20
12 12
10
0
500ml 1 litre 1.5 litre 2 litre
Percentage
Particulars
27
TABLE-8
No. of
S.No Particulars Percentage
Respondents
1 Always 50 62
2 Occasionally 20 25
3 Rarely 10 13
4 Never 0 0
Total 80 100
Among 80 Respondents
62% of the respondents are consuming of Aquafina water while
travelling for always.
25% of the respondents are consuming of Aquafina water while
travelling for occasionally.
13% of the respondents are consuming of Aquafina water while
travelling for rarely.
28
CHART-8
90
80 Particulars
70
62
60
Percentage
50
40
30 25
20
13
10
0
0
Always Occasionally Rarely Never
29
TABLE-9
No. of
S.No Particulars Percentage
Respondents
1 Yes 60 75
2 No 20 25
Total 80 100
Among 80 Respondents
75% of the respondents are wants to buying water from vending
machine.
25% of the respondents are not wants to buying water from vending
machine.
30
CHART-9
90
Particulars
80 75
70
60
Percentage
50
40
30 25
20
10
0
Yes No
31
TABLE-10
No. of
S.No Particulars Percentage
Respondents
1 School / College 40 50
2 Railway Station 20 26
3 Malls 10 12
4 Others 10 12
Total 80 100
Among 80 Respondents
50% of the respondents are wants to install vending machine in School /
College.
26% of the respondents are wants to install vending machine in Railway
Station.
12% of the respondents are wants to install vending machine in Malls.
12% of the respondents are wants to install vending machine in other
place.
32
CHART-10
90
Particulars
80
70
60
50
Percentage
50
40
30 26
20
12 12
10
0
School / College Railway Station Malls Others
33
TABLE-11
No. of
S.No Particulars Percentage
Respondents
1 Below 5 30 38
2 5 – 20 50 62
3 20 Above 0 0
Total 80 100
Among 80 Respondents
38% of the respondents are willing to spend on Aquafina water below 5.
62% of the respondents are willing to spend on Aquafina water 5-20.
34
CHART-11
90
Particulars
80
70
62
60
Percentage
50
40 38
30
20
10
0
0
Below 5 5 – 20 20 Above
35
TABLE – 12
2 Newspaper 25 32
3 Friends / Relatives 4 6
Total 80 100
Among 80 Respondents
62% of the respondents are getting influence from Television.
32% of the respondents are getting influence from Newspaper.
17% of the respondents are getting influence from Friends / Relatives.
36
CHART – 12
90
80
70
62
60
Percentage
50
40
32
30
20
10 6
0
Television Newspaper Friends / Relatives
Particulars
37
TABLE-13
2 No 4 5
Total 80 100
38
CHART-13
100 95
90
80
70
60
50
Percentage
40
30
20
10 5
0
Yes No
Particulars
39
TABLE-14
No. of
S. No. Particulars Percentage
Respondents
1 Department Store 20 25
2 Retail Store 40 50
3 Super Market 20 25
Total 80 100
Among 80 Respondents
25% of the respondents purchase from Department Store.
50% of the respondents purchase from Retail Store.
25% of the respondents purchase from Super Market.
40
CHART-14
90
80
70
Percentage
60
50
50
40
30 25 25
20
10
0
Department Store Retail Store Super Market
Particulars
41
TABLE-15
2 Excellent 20 25
3 Good 10 12
Total 80 100
Among 80 Respondents
63% of the respondents say that the Aquafina quality is very good.
37% of the respondents say that the Aquafina quality is excellent.
12% of the respondents say that the Aquafina quality is good.
42
CHART-15
90
80
70
Percentage
63
60
50
40
30 25
20
12
10
0
Very Good Excellent Good
Particulars
43
TABLE-16
2 Low 10 12
3 Costly 10 12
Total 80 100
Among 80 Respondents
76% of the respondents say that the Aquafina price is moderate.
12% of the respondents say that the Aquafina price is low.
12% of the respondents say that the Aquafina price is costly.
44
CHART-16
100
90
80 76
70
60
50
40
30
20
12 12
10
0
Moderate Low Costly
Percentage
Particulars
45
TABLE-17
2 Polythene 4 5
3 Container 6 7
Total 80 100
Among 80 Respondents
88% of the respondents are prefers bottle packing.
5% of the respondents are prefers polythene packing.
7% of the respondents are prefers container packing.
46
CHART-17
90 88
80
70
60
Percentage
50
40
30
20
10 5 7
0
Bottle Polythene Container
Particulars
47
TABLE-18
1. Yes 70 88
2. No 10 12
Total 80 100
Among 80 Respondents
88% of the respondents are fully satisfaction in this water.
12% of the respondents are not satisfaction in this water.
48
CHART - 18
100
90 88
80
70
60
50
Percentage
40
30
20
12
10
0
Yes No
Particulars
49
FINDINGS
40% of the respondents says that the sources of drinking water for bottled
water.
40% of the respondents says that the sources of drinking water for others.
30% of the respondents says that the safest form of drinking water for
Boiled water.
90% of the respondents like bottled drinking water.
30% of respondents prefer the bottled water for its Brand.
30% of respondents prefer the bottled water for its Availability.
30% of respondents prefer the bottled water for its Certification.
40% of the respondents prefer in Aquafina Drinking Water.
38% of respondents are bought them Aquafina water from Railway Station.
38% of respondents are bought them Aquafina water from Bus Stand.
50% of the respondents are purchase of 1 litre bottled water for every time.
62% of the respondents are consuming of Aquafina water while travelling
for always.
75% of the respondents are wants to buying water from vending machine.
50% of the respondents are wants to install vending machine in School /
College.
62% of the respondents are willing to spend on Aquafina water 5-20.
62% of the respondents are getting influence from Television.
95% of the respondents say that Aquafina easily available in our area.
50% of the respondents purchase from Retail Store.
63% of the respondents say that the Aquafina quality is very good.
76% of the respondents say that the Aquafina price is moderate.
88% of the respondents are prefers bottle packing.
88% of the respondents are fully satisfaction in this water.
50
SUGGESTIONS
51
LIMITATIONS
52
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.
53
BIBLIOGRAPHY
Websites:
http://www.aquafina.com
https://en.wikipedia.org/wiki/Aquafina
https://contact.pepsico.com/aquafina
https://www.scribd.com/doc/24455195/Project-on-Mineral-Water
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A MARKET SURVEY ON CONSUMER USAGE AND SATISFACTION
REGARDING AQUAFINA WATER IN UTHAMAPALAYAM TOWN
QUESTIONNAIRE
Name : Age :
Address :
55
10) Where do want the vending machines to be installed?
School College Railway Station Malls Other
11) How much are you willing to spend on the above (1 ltr bottle)?
Below 5 5-20 20 Above
12) Which factor induce you to buy this product?
Television Newspaper Friends / Relatives
13) Is Aquafina brand is available in your area?
Yes No
14) Where do you purchase the Aquafina water bottle?
Departmental Store Retail Store Super Market
15) What is your option about the quality of the product?
Very good Excellent Good
16) What is your option about the price of the product?
Moderate Low Costly
17) What type of packing do your prefer?
Bottle Polythene Container
18) Are you completely satisfied with this product?
Yes No
19) In which reason do you consume Aquafina water bottle?
56