Professional Documents
Culture Documents
PROJECT REPORT
ON
Submitted BY
SHUBHI TIWARI
SESSION: 2020-21
GLOBAL NATURE CARE SANGATHAN’S GROUP OF
INSTITUTIONS, JABALPUR
DEPARTMENT OF MANAGEMENT
STUDENT DECLARATION
Signature:
Shubhi Tiwari
MBA 3rd SEM
GLOBAL NATURE CARE SANGATHAN’S GROUP OF
INSTITUTIONS, JABALPUR
DEPARTMENT OF MANAGEMENT
CERTIFICATE OF GUIDE
This is to certify that the project report entitled
“Study of Customers Satisfaction Towards The Pure it (HUL)””
submitted by Shubhi Tiwari (MBA 3rd semester Roll No 19125749)
Enrollment No. R1006P3590097) in partial fulfillment of the
requirement for the degree of MASTER OF BUSINESS
ADMINISTRATION of RDVV has worked under my supervision
and guidance.
The candidate is regular student of our Institution. This
report is up to the standard both in respect of its contents and literacy
presentation for being referred to all examiners.
Date: ……….. Signature:
Guide Name:
MR. AMIT SHARMA
GLOBAL NATURE CARE
SANGATHAN’S GROUP OF
INSTITUTIONS, JABALPUR
GLOBAL NATURE CARE SANGATHAN’S GROUP OF
INSTITUTIONS, JABALPUR
DEPARTMENT OF MANAGEMENT
CERTIFICATE OF HOD
This is to certify that project report titled
“Study of Customers Satisfaction Towards The Pure it (HUL)””
submitted by Shubhi Tiwari of MBA III semester may be accepted
towards partial fulfillment of Masters of Business Administration
with specialization in Marketing.
2. Introduction 5
3. Company Profile 15
5. Research Methodology 23
7. Findings 46
8. Suggestions 47
9 Conclusion 48
10 Bibliography 49
11 Annexure 51
INTRODUCTION
MARKETING RESEARCH
India, fastest growing market research industry in the world, with growth rates at
industry if of 595 crore, but the industry is growing rapidly with a lot of business
coming from overseas. The business coming from overseas from overseas involves lot of
outsourcing as cost advantages are enormous. The processing of data is almost 50%
cheaper in India. The processing of data is almost 50% cheaper are in India than in
developed countries. The outsourcing business amounts to almost for the 8 % industry
1
Scope of Market Research
Many people think that marketing research is just a consumer survey, asking consumers about
research, the latter is quite a pervasive activity, covering the various types of marketing
problems that confront the marketing manager. There are various discussion confined to the
Product Research
Sales Research
Customer Research
Pricing Research
Advertising Research
OBJECTIVES
services.
2
SCOPE AND IMPORTANCE OF THE 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
The scope is such that the study has been conducted by taking samples from
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.
This project also helps to know how an organization works in real environment
Importance of Study:
The main purpose of study is to increase the productivity of kiosk (outreach) regarding
HUL Pure it water purifiers. The survey was conducted in Jabalpur 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.
3
METHODOLOGY
Scaling technique
For the measurement of variables, Nominal Scale is used which is the most widely used scale in
4
DATA COLLECTION
1. Primary Data
(A).Questionnaire: - A set of questions related to the research topic was formulated. Response
for each questions included in the questionnaire has been collected from the customers.
(B). Interview: - Apart from collecting different responses from the customers some extra
information has been obtained through face to face interviewing activity.
2. Secondary Data
Secondary research was done to build an in-depth understanding of the satisfaction levels
of customers.
Information from various published resources like India stat and other research bodies
were also used to validate the market figures and cross-validate the data.
Detailed analysis of secondary information was used to arrive at the specific frameworks
provided in the report.
to obtain a sample of convenient elements. The selection of sampling unit is left primarily to the
interviewer)
6. Sampling design:
5
LIMITATIONS OF THE STUDY.
At most attention was taken to eliminate any kind of biasness & mi-interpretation in the
study to get optimum result. Even though the following limitations could have certain
The study was confined to Jabalpur city only which may not represent the
Many retailers were not interested in Pureit because of steep competition in the
Data collected about satisfaction & awareness level may not represent the real
picture.
6
REVIEW OF LITERATURE
Who is a Customer?
A customer is 'a person or organizational unit that plays a role in the consummation of
a transaction with the marketer or an entity'. (Sheath et al., 1999). From this definition,
customers of mobile phone companies could be individuals, households and
organizations. Even as these companies pay more attention to meeting the needs of
their individual customers, they need also to make sure that the needs of their
corporate customers are met as well. .
Customer Satisfaction
customers' needs desires and expectations'. Kotler (2003) also defines satisfaction as
'a person's feeling of pleasure or disappointment resulting from comparing a product's
perceived performance (or outcome) in relation to his or her expectations'. Satisfaction
is an overall customer attitude towards a service provider, or an emotional reaction to
the difference between what the customer anticipate and what they actually receive, as
far as the fulfillment of some need, goal and desire is concerned. (Hans mark and
Albinsson 2004).
These definitions all point to the fact that every customer has in one way or the other
something he/she expects from his/her service providers. These expectations have
come into play because of a need that has to be satisfied. These expectations are not the
same as there are many customers. Kotler et al (2002), posit that the customer gets
dissatisfied if performance is below expectation and vice versa. If performance goes
beyond the expectation of the customer, the customer is highly satisfied and delighted.
7
to depend on the gap between expected and perceived performance (Anderson, Fornell,
& Lehmann, 1994).Gitlow, Oppenheim, and Oppenheim (1989) also stated that service
quality is the extent to which the customer or users believe the service surpasses their
needs and expectations.
The question which needs to be answered is whether there is any correlation and/or
relationship between customer satisfaction and customer loyalty. Kotler (2003) put
forward that there is no direct relationship between customer satisfaction and
customer loyalty. In other words, the
relationship is not proportional. The idea of customer satisfaction not directly linked
with customer loyalty is supported by Oechsli and Matt (2000). They hold the view
that; the fact that a customer is satisfied with the services of a business does not
guarantee his or her loyalty. They therefore see a sharp distinction between customer
satisfaction and loyalty. In their own words, 'satisfaction is a fleeting emotional
response to the quality of the client's last business transaction'. 'Being satisfied at the
moment is no guarantee of an ongoing relationship'. Hokanson (1995) mentions the
fact that a very satisfied customer does not necessarily mean a loyal customer.
Winstanley and Martha (1997), have a different view about the relationship between
customer satisfaction and loyalty. They perceive a direct relationship between
satisfaction and loyalty. They claim that when customers are satisfied, they concentrate
their business with one business or service provider. Also customers who are highly
satisfied are much more likely to view their service providers as their main relationship
business. Thus, Clarke (2001), has put forward the argument that, 'a business that
focuses exclusively on customer satisfaction runs the risk of becoming an
undifferentiated brand whose customers believe only that it meets the minimum
performance criteria for the category'2010
8
CHAPTER-I
9
INDUSTRY PROFILE
In the last decade and more, the country has undergone many changes and one of the
important ones is that people have become health conscious. People realized that
around 80 per cent of diseases in India are caused by water-borne micro-organisms.
According to a 2009 World Health Organization report, 1.1 billion people lack access to
an improved drinking water supply, 88% of the 4 billion annual cases of diarrheal
disease are attributed to unsafe water and inadequate sanitation and hygiene, and 1.8
million people die from diarrheal diseases each year. The WHO estimates that 94% of
these diarrheal cases are preventable through modifications to the environment,
including access to safe water. Simple techniques for treating water at home, such as
chlorination, filters, and solar disinfection, and storing it in safe containers could save a
huge number of lives each year. Reducing deaths from waterborne diseases is a major
public health goal in developing countries.
Water purifier are one of the most used kitchen utilities .Available in India .water
purification and backpacking is an industry in itself in India. Portable Version of Water
purifiers are available for camping and hacking. Water purification methods include the
mechanized version as well as the age old and time-tested water purification tablets.
The Water purification process includes removing contaminants from the raw water
source. Some of the home remedies for water purification are boiling or the use of the
household charcoal filter. But these do not ensure the required standard of water
purification thus a proper treatment is mandatory. That’s where the water purifiers for home
step in treatment of water by ozone also provides certain levels of purity.
The water purification and treatment industry in India, under siege from cheap imports
of water treatment products from China, is working to set standards for the water
treatment industry in the country as a safeguard against 'spurious' products. This is
being done through a certification process. Hence, for the first time the industry has put
its head together to come up with a solution. In a country like India, where water
scarcity is growing by the day, there are too many issues relating to water. This has
10
meant that there are dime a dozen firms that are trying to make the best of the situation.
Now there is a clamor for proper standards.
Globally more than one billion people lack access to safe drinking water and
approximately 2.4 Billion people lack access to proper sanitation, nearly all of them in
the developing countries, including India. Nearly a third of the world's population
worldwide live in water-stressed areas. This figure is expected to rise to two-third of
the population by 2025.With increasing number of people becoming conscious of the
risks of drinking contaminated water, the demand for water purifiers is rising rapidly.
In the past few years, Indian water purifier industry has witnessed an exponential
growth of 22% CAGR. The water purifier industry sales grew dramatically during FY'09
as compared to previous fiscals due to improving demand and expanding production
capacity. The industry saw high growth of rate 17% during FY'08 due to the increasing
awareness for safe drinking water. The UV segment, which constitutes more than 55%
of the industry and is a key focus area for water purifier manufacturers, due to the
higher margins it offers, is expected to continue its rapid growth. According to Research,
Indian Water Purifier industry will continue its growth trajectory and is expected to
witness a turnover growth of more than 22% CAGR during the period between FY'11
and to FY'14.Research conducted a survey across 10 major cities in India with 600 users
of water purifier to understand the market size, growth drivers, issues and buying
behavior patterns. The cities covered in survey were, NewDelhi, Mumbai, Kolkata,
Chennai, Bangalore, Hyderabad, Ahmadabad, Chandigarh, Pune and Bhubaneswar.
Maharaja White line, Orpat & Zero B are the competitors’ of Pureit.
11
CHAPTER-II
12
COMPANY PROFILE
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods
Company, with leadership in Home & Personal Care Products and Foods & Beverages.
HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out
of three Indians. They endow the company with a scale of combined volumes of about 4
million tonnes and sales of nearly Rs.13, 718 crores. The mission that inspires HUL's
over 15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meets
everyday needs for nutrition, hygiene, and personal care with brands that help people
feel good, look good and get more out of life. It is a mission HUL shares with its parent
company, Unilever, which holds 51.55% of the equity. The rest of the shareholding is
distributed among 360,675 individual shareholders and financial institutions. A Fortune
500 transnational, Unilever sells Foods and Home and Personal Care brands in about
100 countries worldwide.
HUL is also one of the country's largest exporters; it has been recognized as a Golden
Super Star Trading House by the Government of India. Over time HUL has developed
into a viable & competitive sourcing base for Unilever worldwide in Home and Personal
Care & Foods & Beverages category of products. HUL is also a global marketing arm for
select licensed Unilever brands and also works on building categories with core country
advantage such as branded basmati rice.
HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna,
Kwality Wall's – are household names across the country and span many categories -
soaps, detergents, personal products, tea, coffee, branded staples, ice cream and
culinary products. They are manufactured over 40 factories across India. The
operations involve over 2,000 suppliers and associates. HUL's distribution network,
comprising about 4,000 redistribution stockiest, covering 6.3 million retail outlets
reaching the entire urban population, and about 250 million rural consumers.
HUL believes that an organisation's worth is also in the service it renders to the
community. HUL is focusing on health & hygiene education, women empowerment, and
water management. It is also involved in education and rehabilitation of special or
13
underprivileged children, care for the destitute and HIV-positive, and rural
development.
HUL has also responded in case of national calamities / adversities and contributes
through various welfare measures, most recent being the village built by HUL in
earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused
devastation in South India. In 2001, the company embarked on an ambitious
programme, Shakti. Through Shakti,HUL is creating micro-enterprise opportunities for
rural women, thereby improving their livelihood and the standard of living in rural
communities. Shakti also includes health and hygiene education through the Shakti Vani
Programme, and creating access to relevant information through the iShakti community
portal. The program now covers 15 states in ndia and has over 45,000 women
entrepreneurs in its fold, reaching out to 100,000 plus villages and directly reaching to
150 million rural consumers. By the end of 2010, Shakti aims to have 100,000 Shakti
entrepreneurs covering 500,000 villages, touching the lives of over 600 million people.
HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The
programme endeavors to induce adoption of hygienic practices among rural Indians
and aims to bring down the incidence of diarrhea. It has already touched 84.6 million
people in approximately 43890 villages of 8 states. The vision is to make a billion
Indians feel safe and secure.
14
Home care brands
HUL has a diverse portfolio of brands offering home care solutions for millions of consumers
across India.
15
Food brands
HUL is one of India’s leading food companies. Our passion for understanding what people want
and need from their food - and what they love about it - makes our brands a popular choice
Water purifier
Pure It is the world’s most advanced in-home water purifier. Pure It, a breakthrough
offering of Hindustan Unilever (HUL), provides complete protection from all water-
borne diseases, unmatched convenience and affordability.
The most advanced in-home water purifier in the world! Pure It, a breakthrough
offering of Hindustan Unilever, comes with many unique benefits – complete protection
from all water-borne diseases, great convenience, and unmatched affordability. Pure It’s
unique Germ kill Processor technology removes all harmful viruses and bacteria and
removes parasites and pesticide impurities, giving to people water that's 'as safe as
boiled water'. It assures your family of 100% protection from all water-borne diseases
like jaundice, diarrhea, typhoid and cholera. What’s more, it doesn’t need gas, electricity
or continuous tap water supply. People will be further reassured to know that Pure It
meets stringent international criteria of Environment Protection Agency (EPA), USA for
harmful virus and bacteria removal.
16
Four purifier stages of Pure It
Pure it purifies your drinking water in four stages, beginning with the removal of visible dirt,
followed by the removal of harmful parasites and pesticide impurities. Then, the harmful
viruses and bacteria are removed and finally the water is rendered clear, odour less and great
tasting by removing remaining impurities.
17
SELLING STRATEGY ADOPTED
Because of the low interest and since the product benefits needs to be demonstrated to
the customers, conventional distribution was not viable. Hence Hindustan Unilever
limited chose the less traveled Direct Selling route.
The Hindustan Unilever’s sales man in water division is called PWE. It has three
streams for selling of product i.e. cold calls (door to door selling), outreach (Kiosk) and
clinic (Hospital). It is a tough job for these salesmen who have to go through the "cold
calls" to get a sale. At one point of time, because of the aggressive nature of these sales
persons, people became scared even to listen to these sales persons. Now this
aggression has mellowed down to a more professional sales approach.
Product Segmentation
Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and
18
CHAPTER-III
19
STUDY OF CUSTOMER SATISFACTION TOWARDS PURE IT
‘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. With the inevitability of change looming large over
the horizon, Indian companies must learn from their western counterparts; not only to
identify the sources, timing and direction of the changes likely to affect India, but also
the new competencies and perspective that will enable them to respond to these
changes, comprehensively and effectively. This study mainly focus on understanding the
external factors like demographic, social, cultural ,price, quality ,product attributes etc
for buying water purifier like HUL Pureit . 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.
20
more appropriate for one channel or another, which ultimately influences consumers
channel preference and choice.
Quality:
It is our aim to provide the best product for the consumer and we believe that if the
products have quality the consumer will pay the price, says , regional business director
of HUL.
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).
Family influence:
A family exerts a complex influence on the behaviors of its members. Prior family
influence research has focused on intergenerational rather than intergenerational
influence in consumer renationalization. As has been compellingly demonstrated,
parents influence children (Moore, Willkie, and Lutz2002; Moschis 1987).Yet,
consumption domains clearly exist where sibling efforts may also be exerted
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
21
are presumed to be more knowledgeable about products and family needs. This is
mainly due to their increase in cognitive development (Piaget, 1972)
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:
Based on this study majority of the respondents influenced by advertisement for
buying water purifier. In recent circumstances technology plays an important role in
decision making; especially in advertising field the technology role is very high.
Television advertisement inducing the consumer mind for decision making, especially
advertisement for water purifier influencing the consumer to buy a particular brand.
Other kind of advertisement 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.
22
Why customer will choose Pure it as ultimate water purifier?
Feature Comparison
Compared with other available water purification methods, Pureit is by far the best option, in
purifier
End-of-life indicator
23
Improves clarity
Removes odour
Doesn't need expensive gas
maintenance contract
24
The above table shows that Pureit’s initial price of Rs. 2000 and the ongoing price of
only Re. 1 for 4 litres of water is the most competitive offer in the market. This is
because Pureit doesn’t need expensive gas, doesn’t need electricity, doesn’t need
maintenance
purifier
water brand
25
CHAPTER-IV
26
SWOT ANALYSIS OF HUL PURE IT
STRENGTH
HUL has more than 100 million customers. It is the largest FMCG company in
India, and also put a step forward to the water purifier industry by lunching Pure
it.
The company has covered the entire Indian nation with its Product. This has
underpinned its large and rising customer base.
It is the 4th largest FMCG Company in the world.
WEAKNESS
UL have stopped door to door selling from 2009 which going to be a biggest
weakness for the company and newly introduced market strategy for Pure it
not working effectively.
OPPORTUNITY
HUL Pure it have newly introduced Pure it Marvella RO with reverse osmosis
technology which now going to compete with Eureka Forbes Aqua guard Ro.
Opportunity is always there because of a strong brand name also.
HUL Pure it going to make available there product in rural areas in India by
spreading there distribution channels which going to help them to get more
consumers because the quality of drinking water is not good there.
THREAT
Quickly changing global industry can be a matter of threat for HUL in india.
TATA have introduced its product in Indian water purifier market, TataSwach
which is a matter of concern for Hul Pure it.
27
DATA PRESENTATION & ANALYSIS
The following data have been collected during the research period taken by me through
the questionnaire method on 100 people of Jabalpur city, Jabalpur.
Frequency Table
Table 1: Frequency and Percentage of the respondents who have water purifier
Yes 65 65.0
No 35 35.0
Fig 5.1: Frequency and Percentage of the respondents who have water purifier
preference
70
60
50
Axis Title
40
30
20
10
0
yes no
preference 65 35
28
INTERPRETATION
The total no. of respondents includes in the research is 100.Out of 100 respondents, 65
% (65) of people have a water purifier and 35 % (35) people have not water purifier.
Table 5.2: Frequency and Percentage of respondents “which company water purifier, you
are using and will use”
Kent 15 15.0
Philips 10 10.0
Whirlpool 6 6.0
Fig 5.2: Frequency and Percentage of respondents “which company water purifier, you
are using and will use”
29
FREQUENCY
Eureka
35 Forbes
HUL Pure it
30
25 Kent
35 Philips
25 Whirlpool
10
15
10
0.6
9 PERCENTAGE
Eureka
10 Forbes
35
HUL Pure it
Kent
15 Philips
Whirlpool
25
INTERPRETATION
Out of 100 respondents, the data of people are using water purifier and people are not
using water purifier .Those people are not using water purifier, if they will buy ,they will
(35),25% (25),15% (15),10%(10),6% (6),9% (9) of people are using and will use
Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other company’s water purifier.
30
Table 5.3: Frequency and Percentage of respondents about the quality of Battery kits of
Pure it
Good 65 65.0
Poor 25 25.0
Fig 5.3: Frequency and Percentage of respondents about quality of battery kits of pure it
FREQUENCY PERCENTAGE
70
10
60
good
50
25
40 poor
65
30 FREQUENCY
65Don't
20
Know
25
10 10
0
Good Poor Don't
Know
INTERPRETATION
The above data tells about Battery kit quality of Pure it water purifier, that is the Pure it
is working with battey kit is good or not. Out of 100 respondents, 65 % (65) of people
have given their view that ‘yes’ and 25 % (25) of people have given their view ‘No’& rest
10% have don’t know about it.
31
Table 4: Frequency and Percentage of respondents “Pure it doesn’t use chemicals”.
Yes 40 40.0
No 50 50.0
FREQUENCY PERCENTAGE
50
45 10
40
Yes
35 40
30
No
25 50
40 FREQUENCY
20
Don't
15 50
Know
10
5 10
0
Yes No Don't
Know
INTERPRETATION
The above data has given that out of 100 respondent 40% (40 )of them agreed that
there is no chemical use in Pure it water purifier.50% (50) people not agreed to the
statement & rest 10% tell don’t know about it.
32
Table 5: Frequency and Percentage of respondents about taste good, odorless and looks
clear
satisfied 75 75.0
Fig 5: Frequency and Percentage of respondents about taste good, odorless and looks
clear for Pure it
Frequency PERCENTAGE
90
80
70
60
15
50 10 satisfied
40
30 75 Not satisfied
15 Say nothing
20 10
10
Frequency
INTERPRETATION
The above data has given the frequency and percentage of respondents about taste of
water is good, odorless, looks clear in case of Pure it . Out of 100 respondents, 75 %
(75) of people have given their view ‘YES’. the taste of water is good, odorless and looks
clear.10% (10) of people have told ‘NO’, the taste of water is good, odorless and looks
clear and 15 % (15) of people have given their view ‘don’t know’ about taste of water.
33
Table 6: Frequency and percentage of respondents about “ Pure it give water as safe as
boil water”.
Yes 67 67.0
No 23 23.0
Fig6: Frequency and Percentage of respondents about “Pure it gives water as safe as boil
water”.
FREQUENCY PERCENTAGE
Frequency Yes No Don't Know
10%
23%
67
67%
23
10
Yes No Don't
Know
INTERPRETATION
The above data has given the frequency and percentage of respondents about Pure it gives
water as safe as boil water. Out of 100 respondents, 67% (67) of people have given their view
‘YES’. the water is as safe as boiled water.23 % (23) of people have told ‘NO’ water is no as safe
as boil water and 10 % (10) of people have given their view ‘don’t know’ about taste of water.
34
Table 7: Frequency and Percentage of respondents about after sales service of Pure it
water purifier.
Satisfied 68 68.0
Fig7: Frequency and Percentage of respondents about after sales service of Pure it
PERCENTAGE
80 68
60 32
32
40
20 Yes
No
0
68
Yes No
Yes No
INTERPRETATION
The above data has given frequency and percentage of respondents about service after
sales of Pure it.64 % (64) of people have given their view that they are satisfied with
after sales , service of Pure it and 36 % (36) of people have given their view that after
35
Table 8: Frequency and Percentage of respondents about what comes your mind first i.e.
Price or Health & Safety or Both
Price 16 16.0
Both 45 45.0
Fig 5.10: Frequency and percentage of respondents about what comes your mind first i.e.
Price or Health & Safety or Both
PERCENTAGE
Frequenc
45
40
y 16
Price
35 Price
30 45 Health &
25 Safety
20 Health &
15 45 Safety Both
10 39 39
16 Both
5
0
Price
Health Both
&
Safety
INTERPRETATION
The above data has told, frequency and percentage of respondents about what comes
customers mind first i.e. Price or Health or Both. Out of 100 respondents, 45 % (45) of
respondents have given their view that both that is price as well as health and safety.
Percentage of respondents who are only concern about health and safety was found 39
% (39).Percentage of respondents who are concern about only price was found 16 %
(16).
36
Table 9: Cross tabulation between ‘Company and Taste of water
Eureka Forbes 45 1 4 50
Hul 9 2 3 14
kent 9 1 0 10
Philips 8 1 1 10
Whirlpool 4 2 1 7
Any Other 5 2 2 9
Total 80 9 11 100
45
45
40
35
30
25
20 Yes
15 No
9 9 8 Don‟ t
10
4 4 5
5 1 23 10 11 21 22
0
37
INTERPRETATION
Yes – 64.3 % (9), No- 14.3% (2), Don’t know- 21.4% (3)
The view of Philips users toward taste of water is good, odorless and looks clear was found,
The view of Whirlpool users toward taste of water is good, odorless and looks clear was found,
Yes – 51.1 % (4), No- 28.6% (2), Don’t know- 14.3% (14.3)
G. Any Other: Among the total 9 any other water Purifier users
The view of any other Water purifier users toward taste of water is good, odorless and looks
clear was found, Yes – 55.6 % (5), No- 22.2% (2), Don’t know- 22.2% (2)
38
B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and looks
clear
The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was
found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2) respectively.
C. Don’t know : Among the total 11 respondents ,they don‟ t know the taste of water is good,
odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users, Philips
users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1), 18.2 % (2)
respectively.
Table 10: Cross tabulation between ‘Which Company and Prefer to buy the product’
Eureka 15 10 25 50
Forbes
Hul 4 2 8 14
Kent 4 4 2 10
Philips 3 5 2 9
Whirlpool 2 4 1 7
Any other 2 5 2 9
Total 30 30 40 100
39
Fig 10: Cross tabulation between ‘Which Company and Prefer to buy the product’
Chart Title
Retail Outlet Franchisee Dealer Demo at your doorstep
25
15
10
44
INTERPRETATION
The percentage of respondents toward prefer to buy the water purifier from retail outlet was
found 26 %( 13).The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 48 %( 24).The percentage of respondents toward prefer to buy the
The percentage of respondents toward prefer to buy the water purifier from retail outlet was
found 35.7 %( 5).The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 50 %( 7).The percentage of respondents toward prefer to buy the
water purifier from Demo at your door step was found 7.1 %( 1)
40
C.Kent : Among the total 10 kent users
The percentage of respondents toward prefer to buy the water purifier from retail outlet was
found 20 %( 2).The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 40 %( 4).The percentage of respondents toward prefer to buy the
The percentage of respondents toward prefer to buy the water purifier from retail outlet was
found 30 %( 3).The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 50 %( 5).The percentage of respondents toward prefer to buy the
The percentage of respondents toward prefer to buy the water purifier from retail outlet was
found 0 %( 0)
The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer
was found 57.1 %( 4).The percentage of respondents toward prefer to buy the water purifier
F.Any Other : Among the total 9 any Other water Purifier users
The percentage of respondents toward prefer to buy the water purifier from retail outlet was
found 22.2 % (2).The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 55.6 % (5).The percentage of respondents toward prefer to buy
the water purifier from Demo at your door step was found 22.2 % (2)
41
The percentage of people who prefer to buy the Eureka Forbes water Purifier from Retail Outlet
was found 52% (13).The percentage of people who prefer to buy the Hul water Purifier from
Retail Outlet was found 20 %( 5).The percentage of people who prefer to buy the Kent water
Purifier from Retail Outlet was found 8% (2).The percentage of people who prefer to buy the
Philips water Purifier from Retail Outlet was found 12% (3).The percentage of people who
prefer to buy the whirlpool water Purifier from Retail Outlet was found 0 %( 0).The percentage
of people who prefer to buy the any other water Purifier from Retail Outlet was found 8% (2)
The percentage of people who prefer to buy the Eureka Forbes water Purifier from Franchisee
Dealer was found 49%(24).The percentage of people who prefer to buy the Hul water Purifier
from Franchisee Dealer was found 14.3% (7).The percentage of people who prefer to buy the
Kent water Purifier from Franchisee Dealer was found 8.2 % (4) .The percentage of people who
prefer to buy the Philips water Purifier from Franchisee Dealer was found 10.2 %( 5).The
percentage of people who prefer to buy the whirlpool water Purifier from Franchisee Dealer
was found 8.2 % (4).The percentage of people who prefer to buy the any other water Purifier
The percentage of people who prefer to buy the Eureka Forbes water Purifier from
Demo at your door step was found 43.8% (7).The percentage of people who prefer to
buy the Hul water Purifier from Demo at your door step was found 6.3 % (1).The
percentage of people who prefer to buy the Kent water Purifier from Demo at your door
step was found 12.5% (2) .The percentage of people who prefer to buy the Philips water
Purifier from Demo at your door step was found 6.3 %( 1).The percentage of people
who prefer to buy the whirlpool water Purifier from Demo at your door step was found
18.8 % (3).The percentage of people who prefer to buy the any other water Purifier
from Demo at door.
42
Table 11: Frequency and Percentage of respondents “satisfaction on Order delivery
status of Pure it “
Satisfied 64 64.0
Fig 11: Frequency and Percentage of respondents “satisfaction on Order delivery status
of Pure it “
PERCENTAGE
Don't
Know
64 10%
70
60
50
40 26
30 Not
20 10 satisfied
10 26%
0
satisfied
Satisfied Not Don't
satisfied 64%
Know
INTERPRETATION
The above data has given, for Pure it water purifier delivery status ; people satisfaction on
order delivery of the product.64 % of people have given their view ‘satisfied’.26 % of people
have given their view ‘not satisfied’, .10 % of people have given their view ‘don’t know’.
43
Table 12: Frequency and Percentage of respondents “satisfaction on pcice of Pure it”
Satisfied 75 75.0
FREQUENCY
80
70 satisfi
60 ed
50
40 75 Not
satisfi
30 ed
20
10 15 10
0
satisfied Not Don't
satisfied Know
PERCENTAGE
10
15 satisfied
Not
satisfied
Don't
75 Know
44
INTERPRETATION
The above data has given, on the basis of view of the respondent on price of the product;
people satisfaction on price of the product.75 % of people have given their view
‘satisfied’.15 % of people have given their view ‘not satisfied’, .10 % of people have
45
MARKET POSITION OF HUL PURE IT
It can be observed that the from overall data analysis provides a positive picture about
the market position of Pure it. Out of 100 respondents 42% agreed that Pure it market
position is good, 25% agreed that market position of pure it is excellent, 21% people
said that market position of pure it is average & rest 13 not satisfied with the market
position.
Sales
13%
Good
41%
Excellent
25%
21%
46
FINDINGS
100 respondent 40% (40 )of them agreed that there is no chemical use in Pure
it water purifier.50% (50) people not agreed to the statement & rest 10% tell don’t
know about it.
Out of 100 respondents 42% agreed that Pure it market position is good, 25% agreed that
market position of pure it is excellent, 21% people said that market position of pure it is
average & rest 13 not satisfied with the market position
for Pure it water purifier delivery status, 64 % of people have given their view ‘satisfied’.26
% of people have given their view ‘not satisfied’, .10 % of people have given their view ‘don’t
know’.
On the basis of view of the respondent on price of the product; people satisfaction on
price of the product.75 % of people have given their view ‘satisfied’.15 % of people have
given their view „not satisfied’, .10 % of people have given their view „don‟ t know‟ .
,
service of Pure it and 36 % (36) of people have given their view that after sales service
of Pure it is not good.
42% agreed that Pure it market position is good, 25%
agreed that market position of pure it is excellent, 21% people said that market position
of pure it is average & rest 13 not satisfied with the market position.
both that
is price as well as health and safety. Percentage of respondents who are only concern
about health and safety was found 39 % (39).Percentage of respondents who are
47
CONCLUSION
I had conducted the market survey in the town of Jabalpur in Jabalpur.
I had chosen the product as ‘Pure It’ because people are very cautious about their health
these days and are very particular about their drinking water. In such a scenario most
I was very lucky to join this company and learnt so many things, like punctuality, hard
of people, coming from different religion. Thus I came to know about the different views
of these people.
After the survey I came to a solution that the people of Jabalpur are very much aware
of Pure It water purifier and maximum of them are satisfied with the product.. Although
maximum 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.
I would like to discuss about an industry which is responsible and absolutely welcomes
enhanced competition. I believe that the success of this industry in the market place is
by delighting customers through affordable price and high quality and better after sale
We can find that HUL is not the best water purifier provider in India because apart from
the price & quality of output, it’s not good at any point. Because most of the respondents
have rated it as average more. And of course the survey research always reflects the
truth.
No doubt HUL Pureit have very good quality of product and availability in Jabalpur.
Customer feels delightful with the HUL services and is satisfied with HUL Customer
service.
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RECOMMENDATIONS
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).
IMPROVEMENT IN TECHNOLOGY:
HUL Pure it should immediately shift to new technology by replacing its old
technology as per requirement. This will improve the quality of service to
desired level and provide simultaneous integration with the nationwide.
UNTAPPED RURAL MARKET:
Large part of Jabalpur rural market is still untapped therefore HUL Pure it
is required to bring that area under mobility.
Pure it needs to spend on advertisement to attract new customers.
HUL Pure it should continue to offer the best toppings to stay at the top.
49
BIBLIOGRAPHY
www.MastersofSuccess.biz
www.articlesnatch.com
www.business.com
www.businessknowhow.com
http://en.wikipedia.org/wiki/Customer_satisfaction
www.indiastat.com
www.vmmg.net
www.bizgroethlive.com
www.1888articles.com
www.EzineArticles.com
www.getclientsnow.com
REFERENCE BOOK
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CHAPTER-V
51
QUESTIONNAIRE
OBJECTIVE: To do a in-depth survey of water purifiers available in the market and to arm you
with the information with which you can select the best water purifier device suitable for home.
□Yes □ No
□ Hul □ Philips
5. Are you taking benefits of any offer from HUL Pure it?
□ Yes □ No
52
6.Do you agree on Pure it claim that it doesn’t use chemicals?
□ Yes □ No
□ Good □ Poor
8. What is your view on test, order& clarity of water you get from Pure it
water purifier?
9.Do you believe that Hul Pure it give output as safe as boil water?
□ Yes □ No
10. Are you satisfied with the after sales service of HUL Pure it?
11. Are you satisfied with the order delivery service of HUL Pure it?
12. After rating above question your overall satisfaction towards HUL Pure
it services?
53
13. What makes you unaware about Pure it?
□ Least advertisement □ Least publicity
□ Others.
(If other then mention )
THANK YOU
54