Research project on packaged

drinking water industry

CONSUMER BEHAVIOUR

The term consumer behaviour refers to the behavior that consumers display in
searching for, purchasing, using, evaluating, and disposing of products and
services that they expect will satisfy their needs.
The study of consumer behaviour is the study of how individuals make decisions
to spend their available resources (time, money, effort) on consumption-
related items. It includes the study of what they buy, why they buy it, when
they buy it, where they buy it, how often they buy it and how often they use
it.
To successfully market to different segments the marketing manager
needs appropriate marketing strategies which he can design only when
he can understand the factors which account for these differences in
consumers behaviour and faster
Bottled Water Market in India
• Bottled water industry in India has been growing steadily and is dominated
by certain brands in the market. The packaged water segment is extremely
competitive with players ramping up their packaging styles to attract a
large base of consumers in order to account for a larger share in the
market. With rising consumer concerns over health and increasing shelf
spaces in the institutional channels, the market is set to boom and exhibit
huge potential for players to increase their sales. The report begins with
the market overview section which provides a detailed description of the
current and forecasted off-trade/retail sales. The difference between
packaged and mineral water as well as different forms of distribution is also
covered in this section. The section also highlights the regional
consumption of bottled water in terms of the bulk water consumption and
also the off-trade sales in various regions of India. It also includes the
import and export structure of bottled water and the brands that are
traded.
Market share of packaged drinking water in india

BISLERI
AQUAFINA
KINGFISHER
KINLEY
XALTA
OTHER
Major Players In
Packaged Water Industry

Parle's Bisleri

Coca Cola Kinley

PepsiCo Aqua Fina

Manikchand Oxyrich

Parle Agro Bailley

Rail Neer

Himalaya
Objectives
a. To study the factors that influences the buyers to buy different
brands of packaged drinking water.
b. To determine the awareness level of the soap brands
c. To examine the brand awareness for various brands and the
attributes and influencers impacting purchase decision
d. To study the impact of consumer promotions and factors
influencing switching behaviour.
e. To identify various factors affecting purchases
RESEARCH METHODOLOGY

•Research Design –To study and gain insight about toothpaste usage
•Research Approach –Collecting Data though primary and secondary
methods
–Primary Data:-Online Questionnaire-Structured, Questions are
closed ended and answered in fixed options
–Secondary Data: -Company website and articles
•Research Method: -Survey, Online Questionnaire,
•Sample Size – 100 customers
•Sampling Method:-Non- probability convenience based sampling
SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given

population. It refers to the technique or the procedure the research would
adopt in selecting items from the sample.
Sample design may as well lay down the number of items to be included in the
sample i.e. the size of the sample.
Sample Size- 100
PRIMARY DATA:
• Primary data are those data, which are collected a fresh and for the first time,
and thus happen to be original.
• Primary data foe the present study was collected by preparing a well-structured
questionnaire. Questionnaires were distributed to the customers and responses
were received from the customers.
• Questionnaire is the term that refers to self-administered process whereby the
respondents himself or herself reads the questions and record his or her
answers without the assistance of an interviewer.
SECONDARY DATA:
• Secondary data are those data, which are collected by someone and which have
already been passed through the statistical process. Secondary data for this
study were collected from websites, Newspapers and from Textbooks,
Magazines.
What are your sources of drinking water?

bottled water
water coller
other
What according to you is the safest form of
drinking water?

mineral
RO treated
boiled
filtered
 Do you prefer bottled drinking water?

A-yes (55)
can't say B-no (12)
C-can't say (8)

no

yes

0 10 20 30 40 50 60
 What are the factors you take into
consideration before buying bottled water?

price
brand
availablity
certification
don’t care
Which company’s bottled drinking water do
you prefer?

Bisleri
kinley
aquafina
other
Where do you generally buy bottled drinking
water from?

metro station
railway station
bus stand
malls
locals vendors
What size of bottle do you usually prefer?

500ml
1L
1.5L
2L
Do you carry drinking water with you while
travelling?

always
occasionally
rarely
never
If given an option to buy water from a vending
machine(at the same cost),would you prefer
buying it?

yes
may be
cant say
never
depends
Where do want the vending machines to be
installed?

school
college
railway station
malls
other
How much are you willing to spend on the
above(1 ltr bottle)?

below 15
15-20
20above
Would you prefer drinking water with an essense
over Soft drinks/artificial juices/lemonade?

yes
no
cant say
depends
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.
Recommendation
• It is recommended that big brands like Bisleri & others can make
changes in their price offerings as customer are willing to pay
moderate price for their product.
• companies should focus on hygienic factor in their product rather
than focusing on reducing the price of their product.
• Companies should focus on local retailers as mostly sales come from
local vendors
 LIMITATION
• The research has a number of limitations which must be acknowledged
Mainly this study was conducted in particular area with limited number
of respondent.
• The data collection was based on the opinion of respondent and it may
change from time to time.
• The sample size is very limited due to time constraints .
• Many respondents were biased in their responses
• Few respondent were not interested in answering
• Unwillingness of respondent to provide information.
Thank

you