PROJECT REPORT

ON
“CUSTOMER SATISFACTION TOWARDS
BISLERI MINERAL WATER WITH SPECIAL
REFERENCE TO KANGRA CITY”

Submitted To Himachal Pradesh University Shimla in Partial

Fulfilment of the Requirement for the Degree Of
MASTER OF COMMERCE (M.COM)
SESSION (2017-19)

SUPERVISED BY SUBMITTED BY
DR. MANOJ SHARMA SHIVALI
(ASSISTANT PROFESSOR) CLASS ROLL.NO-5203
EXAM ROLL.NO-87968

DEPARTMENT OF COMMERCE
HIMACHAL PRADESH UNIVERSITY REGIONAL CENTRE (MOHLI)
DHARAMSHALA KHANIYARA
 CERTIFICATE

This is to certify that Miss. Shivali student of M.COM 4th sem. of HPU
REGIONAL CENTRE DHARAMSHALA, KHANIYARA,( MOHLI) has
completed her project report on the topic of “CUSTOMER SATISFACTION
TOWARDS BISLERI MINERAL WATER WITH SPECIAL REFRENCE
TO KANGRA” under the supervision and guidance of DR. MANOJ
SHARMA. The technique used and the data reported in the project report are
genuine to the best of my knowledge. It represents their original work of the
project report is worthy of consideration for the award of master of commerce.
To best of my knowledge the report is original and has not been copied or
submitted anywhere else .It is an independent work done by her.

Date :- (Dr. Manoj

Sharma)
Place: -
 DECLARATION

I hereby affirm that project work “CUSTOMER SATISFACTION

TOWARDS BISLERI MINERAL WATER WITH SPECIAL REFRENCE
TO KANGRA CITY” is an authentic record of my work. This project report
which is submitted in partial fulfillment of the Degree of Master of
Commerce, Himachal Pradesh University Regional Centre (Mohli)
Dharamshala Khaniyara, comprise only the original work and
acknowledgement had been made in contest to all other materials used.

DATE: SHIVALI
PLACE: M.COM 4TH SEMESTER
UNIVERSITY. ROLL.NO. 87968
 PREFACE

Project is an important part of theoretical studies. It is of an immense

importance in the field of management. It offers the student to explore the
valuable treasure of experience and exposure to real work followed by the
industries and thereby helping the students to bridge the gap between the
explained in the book and their practical implementations.
 
Project plays an important role in the future building of an individual so that
she/he can better understand the real world in which he has work in future. The
theory greatly enhances our knowledge and provides opportunities to bold
theoretical with the practical knowledge trainee get familiar with certain aspects
of industry.

My Project “CUSTOMER SATISFACTION TOWARDS BISLERI

MINERAL WATER WITH SPECIAL REFERENCE TO KANGRA
CITY”

Date:-

Place:-
 ACKNOWLEDGEMENT

I have taken effort in this project. However it would not have been possible
without the grace of GOD and kind support and help of many individuals. I
would like to extend my sincere thanks to all of them.

My special thanks to DR D.P.VERMA (DIRECTOR OF HPU REGIONAL

CENTRE DHARAMSHALA) & Dr. Manoj Sharma (HEAD OF
DEPARTMENT, COMMERCE) for giving me such attention and time.

I am highly indebted to Dr. Manoj Sharma (Assistant Prof.) for his guidance
and constant supervision as well as for providing necessary information
regarding the project & also for here support in completing the project.

I would like express my gratitude towards my PARENTS FRIENDS, &

FAMILY MEMBERS for their support and encouragement which help me in
completion of this project. My thanks and appreciations also go to all my
teachers who have willingly helped me out with their abilities.

SHIVA
LI
CLASS ROLL. No. 5203
EXAM ROLL. No. 87968
 TABLE OF CONTENTS

CHAPTER NO. TITLE PAGES NO.

TITLE PAGE

CERTIFICATE

DECLARATION

ACKNOWLEDGEMENT

PREFACE

TABLE OFCONTENTS

1st INTRODUCTION
1.1 INTRODUCTION
1.2 HISTORY& ORIGIN
1.3 COMPANY PROFILE
1.4 THE JORNEY TILL NOW
1.5 BISLERI TODAY
1.6 COMPETITION
1.7 GROWTH IN BOTTLE
WATER INDUSTRIES

1.8 MARKETING MIX

1.9 SWOT ANALYSIS

2nd RESEARCH
METHODOLOGY
2.1 OBJECTIVES OF THE
STUDY

2.2 NEED OF THE STUDY

2.3 SCOPE OF THE STUDY
 2.4 RESEARCH DESIGN
2.5 LIMITATIONS

3rd DATA ANALYSIS &

INTERPRETATION

4th FINDING &

CONCLUSION
4.1SUGGESTIONS

4.2 RECOMMENDATION
BIBLOGRAPHY
ANNEXURE
 CHAPTER-1
INTRODUCTION
AN INTRODUCTION OF “BISLERI” MINERAL WATER

1.1 INTRODUCTION

Consumers are growing more health-conscious and are more careful of their drinking habits.
Brand loyalty is very high as all the products differ in taste. So they can buy product which is
on the shelf, same as that of soft drink and fruit beverage. Availability in the chilled form and
brand awareness plays a crucial role in purchase decisions. Availability is another factor that
should be taken care of by the companies as consumers depend on availability of the
products. Consumers often take packaged water as an alternative to tap water. They think it
tastes better and perceive it to be safer and of better quality. They also look for security. Food
scandals in industrialized countries and Water borne diseases in developing countries greatly
influence consumers‟ attitudes. BISLERI is also one of the packaged drinking water. There
are number of packaged drinking water available in the market. We can study about
consumer satisfaction towards BISLERI mineral water.

1.2 HISTORY & ORIGIN

In 1967, an Italian company, started by Signor Felice BISLERI, first brought the idea of
selling bottled water in India, It started a company called BISLERI India. In 1969, Ramesh
Chauhan, the chairman of PARLE Exports, bought over the brand. In those days, BISLERI
packaged drinking water available in glass bottles. Being a returnable package owing to
various other problems such as breakage and weight, in 1972-73, BISLERI was made
available in PVC (Poly Vinyl Chloride) bottles. After this Plastic packaging was introduced,
things started to change and sales increases rapidly

The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle
stable of brands, including Thums Up, Limca and Gold Spot. Recognising the potential of the
packaged drinking water market, he then went on to concentrate on making Bisleri a top
brand in India.

1.3 COMPANY PROFILE

INDUSTRY BEVERAGES

FOUNDED 1965; 54 years ago

FOUNDER JAYANTI LAL CAUHAN

HEADQUARTER MUMBAI & MAHARASHTRA, INDIA

AREA SERVED INDIA, UNITED ARAB EMIRATES

Key people RAMESH J. CHAUHAN (Chairman & MD)

Products BISLERI MINERAL WATER, BISLERI SODA,

 BISLERI URZZA, BISLERI VEDICA, BISLERI
FONZO, BISLERI URZZA, BISLERI VEDICA,
BISLERI FONZO, BISLERI SPYCI, BISLERI
LIMONATA, BISLERI PINACOLADA.
www.Bisleri.com
WEBSITE

BISLERI is a brand name synonymous to mineral water in India. It has approximately 60%
market share in packaged drinking water in county. Brand is owned by PARLE Company,
which bought over BISLERI in 1969 from Italian company. Initially BISLERI faced the
problems of acceptance from consumers. It was difficult to advertise for a company
something as a bottled water, which is colourless, tasteless and odourless. In mid eighty
company changed its packaging to PET bottles which show transparency and clear water to
consumers. This gave mineral water market a boost.

In India water is scarce and quality is poor so initially the consumers were foreigners and
NRI’s. Therefore, to increase its customer’s base, company came up with comfortable and
affordable price bottle which was a great success and approximately showed 400% growth.

India bottled water market is approximately is worth Rs1000-1200crore (Rs.10-12 billion).

Seeing this growth over the year, many new players entered the market. Amongst them
Kinley from Coke, AQUAFINA from Pepsi, Kingfisher and now Himalayan from Tata are
main players of industry. There are many ups and downs in last couple of years but brand
recall of Bisleri is amazing which helped a company. In order to differentiate from other
players company tries to come up with different and new campaigns on regular intervals.

In case of food and water, whenever people are suspicious of the quality of product they
don’t eat unhygienic food and instead of having not purified water they prefer to stay thirsty.
BISLERI mineral water itself seems to play on this need for safety, coining the popular tag
line ‘play it safe’. The advertising differentiate the product from its competitors who, more or
less, communicated nothing.
Somewhere along the now that space was occupied by AGUAFINA and Kinley. The “safe”
way breakaway seal was replaced by a regular seal, but the change was not communicated
and more variants (packaging) emerged. Some of those variants were sold simultaneously.
They were manufactured in different parts of Delhi, and one had the website
www.bisleri.com printed on it, while the other had www.bisleri.co.in printed. So, the mistake
was a complete lack of communication of BISLERI part. Now they have a new product out –
a mineral water brand (as opposed to a drinking water brand), and they are advertising it.

Ramesh Chauhan, who has masterminded the runaway success of the Rs.500 billion bottled
water brand, BBISLERI mineral water brand, BISLERI in the country from his first floor
office in sparkling green aqua fill BISLERI building. BISLERI originally an Italian Company
created by Singor Felice BISLERI who first brought the idea of selling bottled water in India.
BISLERI then was introduced in Mumbai in glass bottles in two varieties – bubbly & still in
1965. PARLE bought over BISLERI (India) Ltd. In 1969 & started bottling Mineral water in
glass bottles & finally advanced to PET containers. Since 1995 Mr, Ramesh Chauhan has
started expanding BISLERI operations. In 2003 BISLERI announced its Venture to Europe.

For over 30 years, BISLERI has been the pioneer in the bottled water industry with its
innovations and an eye for perfection. And ever since it was established in 1969, BISLERI
has constantly searched for inspiration in nature.
BISLERI value their customers and therefore they develop 8 unique pack sizes to suit the
need of every individual. They are presenting 25ml, 250ml bottles, 1L, 1.5L, 2L, which are
the non- returnable packs and 5L, 20L which are the returnable packs. Till date the India
consumer has been offered BISLERI water, however their effort to bring to customers
something refreshingly new, they are introduced BISLERI Nature Mountain Water – water
brought for customers from the foothills of the mountains situated in Himachal Pradesh.
Hence their product range now comprises of two variants: BISLERI with added minerals &
BISLERI Mountain Water.

BISLERI provided pure and clean drinking water for their customers. BISLERI mineral
water is put through multiple stages of purification, ozonised & finally packed for
consumption. Ramesh Chauhan dedicated himself to develop BISLERI as a brand and bring
safe drinking water into the public domain. His undying determination and vision has made
BISLERI a premium mineral water brand and a household name.
1.4 THE JOURNEY TILL NOW

1949 THE PARLE GROUP founded by ‘’LATE SHRI JAYANTILAL

CHAUHAN’’ starts manufacturing soft drinks

1951 PARLE GROUP launches ‘GOLDSPOT’, an orange flavoured soft drink

1965 BISLERI IS launched in MUMBAI

1969 PARLE buys BISLERI LTD. from an ITALIAN

ENTREPRENEUR, SIGNOR FELICE BISLERI. BISLERI originated in
ITALY from a SPRING CALLED ANGELICA in a town
called NOCERA UMBRA.

1971 THE PARLE GROUP launches LIMCA, A LIME flavoured AERATED

drink that delivers its name from "NIMBU-KA" (OF LEMON)

1974 THE PARLE GROUP launches MAAZA, a mango based drink

1978 THE PARLE GROUP launches THUMS UP, A COLA FLAVOURED

aerated drink

1991 BISLERI 20 litre is introduced as an economy pack for home and office

2000 LAUNCH OF BADA BISLERI, A 1.2 LITRE PACK

2006 BISLERI changes its design and packaging from blue to green, thus
differentiating itself from the competition.

2009 BISLERI LAUNCHES LIMITED edition celebration bottles, available

in 250ml and 500ml. it ushered in the festive season of that year.

2010 BISLERI launches limited edition range of bottles with "CELEBRATE

 CRICKET" LABELS, AVAILABLE IN 250ML AND 500ML
2011 BISLERI launches the 'STAY PROTECTED' campaign with the
message 'PROTECTS THE ONE YOU LOVE'. Home sized pack of 15
litre is introduced as an ideal pack for home use & club soda.
2012 VEDICA reinvented

2013 BISLERI launches "KISS TO DRINK" campaign to promote 500ml bottle

and encourage every individual to buy and kiss their own 500ml BISLERI
bottle

2014 BISLERI launches URZZA, an energy drink

2016 BISLERI launches four fizzy soft drinks -SPYCI, LIMONATA, FONZO
AND PINA COLADA

2017 BISLERI introduces regional language labels for mineral water

2018 BISLERI launches world’s first vertical manufacturing plant for mineral
water

BISLERI WITH ADDED MINERALS

Bisleri mineral water contains minerals such as magnesium sulphate and potassium
bicarbonate which are essential minerals for healthy living. They not only maintain the pH
balance of the body but help in keeping you fit and energetic at all time.

BISLERI MOUNTAIN WATER

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and
Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today’s fountain of youth,
Bisleri Natural Mountain water resonates with the energy and vibrancy capable of taking you
bake to Nature.

1.5 BISLERI TODAY

The Indian consumer today enjoys the sweet and pure taste of BISLERI Mineral Water.
BISLERI values its customers & therefore has developed 8 unique pack sizes to suit the need
of every individual. We are present in 250ml cups, 250ml bottles, 500ml, 1ltr, 1.5ltr, 2ltr
which are the non- returnable packs. It is capturing its market in India market in India as well
as other continents. BISLERI has been provided water in reasonable prices and also customer
reach their easily. BISLERI product range now comprises of two variants: BISLERI with
added minerals & BISLERI Mountain Water. Thus BISLERI stand unique in the market.

BISLERI commitment is to offer every Indian pure & clean drinking water. BISLERI mineral
water is put through multiple stages of purification, ozonised & finally packed for
consumption.

A symbol of goodness, trust and purity, Bisleri has been a household name for decades. A
leader in its category, it is the most trusted brand of mineral water in India. Having a strong
presence, with 125 operational plants (13 owned) and a strong distribution network of 3000
Distributors & 5000 Distribution trucks across India & neighbouring countries, Bisleri stands
true to its promise of providing safe, pure & healthy mineral water to consumers for the last
50 years.
VISION
Vision is to be the dominant player in the branded water business. We must expand and be a
leader in the premium beverage category.

MISSION 
We must have world class quality, at the lowest production and distribution cost. This will
make us an unbeatable leader and we will have satisfied loyal customers.

VALUES

BISLERI believes in integrity, Teamwork, cooperation, quality, passion and Transparency.

WHY PEOPLE DRINK BISLERI PACKAGING WATER

THERE ARE SOME REASONS:

There are some reasons effect customers purchasing decision which are given below:-
 BISLERI is most
BISLERI is considered
preferred beacause
hygenic
of its availability.

BISLERI score above Majority of the

the other brands in people ask for
term of brand BISLERI when they
awareness purchase packaged
drinking water

1.6 COMPETITION:
The bottled water industry has two other industries as biggest competition in from of water
purifier industry and soft drinks industry. Though the water purifier industry should be
credited to have done the spadework, for setting up the foundation of bottled water industry
but still it acts as competitors especially in the household and institutional market the soft
drinks market is a strong rather very strong competitor in the retail consumption market.
Consumer are quality conscious and display brand loyalty.

COMPETITORS OF BISLERI:
KINLEY:-

Kinley water a product of the ‘COCA-COLA’ is the established market leader in the drinking
water segment. A Kinley deals with packaged drinking water and create competition among
BISLERI.

AQUAFINA:

Aquafina is a brand of purified bottled water products produced by PepsiCo, consisting of

both unflavoured and flavoured water. The Aquafina brand name is also licensed for use on
multiple skin care products, including lip balm and wrinkle cream Pepsi Co. India Lunched
the packaged.

1.7 GROWTH IN BOTTLE WATER INDUSTRIES:

It was in 1967 that BISLERI set up a bottling plant for manufacturing and marketing its
mineral water, which failed badly.

In 1968-69 the brand ‘BISLERI’ was sold to the ‘PARLE GROUP’ by the Italian company,
PARLE group launched BISLERI soda and mineral water, but again the concept failed as the
Indian customer was not ready to buy water in bottled form.

The market remained dormant for the next two decades (that is from 1970 to 1990) the
market throughout this period was formed mainly by the premium segment like five-star
hotels.

Today the demand of bottled water is increasing at a much higher rate that of carbonated soft
drinks market in future.

1.8 MARKETING Mix Strategies of BISLERI

According to Philip Kotler “marketing mix is the mixture of controllable marketing
variables that the firm uses to pursue the sought level of sales in the targeted market”

In simple words marketing mix is the combination of four basic elements ingredients under
one head. The 4P’s Product, Place, Price and Promotion.
Marketing Mix of BSLERI analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Bisleri marketing strategy. The article elaborates the
pricing, advertising & distribution strategies used by the company.

Let us start the BSLERI Marketing Mix:

Product:
Bisleri is a packaged drinking water based out of India. Customer satisfaction and delight are
the main goals of Bisleri while complying quality, value and innovation. The main product in
its marketing mix is its drinking water, and its many variations. Other products include
Vedica, Soda, Urzza, Pop. Bisleri is a mountain mineral water and it is available in range of
pack size from 250 ml to 20 L. Out of all these packs, only 5L and 20 L packs are returnable.

Price:
Bisleri vision is making clean and affordable drinking water available to people. Keeping
with the vision, Price of Bisleri products is comparable to its competitors Bailey, Aquafina,
Kinley. Also, the pricing in its marketing mix is dependent on package volume with lower
rate for larger volume packs. There is locational pricing of the products depending on where
they are sold.

Place:
Bisleri was launched in Mumbai in 1965. Its corporate office is located in Mumbai. Later it
was acquired by Parle. Vedica is an exclusive product and available in North, West and South
India only. It is available in retail stores, restaurants, movie theatres, school-college canteens.
In India it is available in more than 200000 outlets. Thus, Bisleri has thoroughly penetrated
the market in all the regions and made it available. Bisleri has developed very strong supply
chain and distribution system. Bisleri has more than 15 manufacturing plants spread across
country. The company has its own network of distribution wherever they have manufacturing
plants.

Promotion:
Bisleri is a core product and targets public. The promotional activities target print media
(newspapers, brochures) digital media like television, radio and YouTube commercials. The
marketing campaign of Bisleri is wide and includes personal selling, specific advertising in
various media public relation and sale promotion. To increase the visibility of brand, it is
made ubiquitous and can be seen on hoardings, vehicles like trucks, taxis, billboards, and in
the form of posters in the retail outlets. One of the remarkable campaign of Bisleri was ‘Pure
and safe’ followed by ‘Play Safe’ campaign. The later included many captivating ads to trap
the attention of youngsters.

1.9 SWOT ANALYSIS OF BISLERI

STRENGHTS

1. BRAND RECALL:-

Bisleri is very popular around the country for its product. This has made it achieve a
very high brand recall among the minds of the customers. The product is so popular
that it has become synonymous with mineral water. This is a very big success for the
 brand as its values and ideologies have clearly resonated with the customers. This has
also earned the trust of the customers for the brand.

2. QUALITY STANDARD:-
They have always focused on quality of its product and have never compromised on
the same. They claimed their bottled water to be 100% safe to differentiate with its
competitors. They introduced the breakaway seal to make sure they deliver on their
promise.

3. INNOVATION:-

They have always strived for innovations among their products. They were the ones
that moved from the glass bottles to PET bottles to ensure quality. The PET bottles
are 100% recyclable thereby taking care of their ecosystem. They introduced the
breakaway seal to maintain the purity. They also introduced the hexagonal bottles for
better handling, balance and usage. They introduced the big family packs for the
usage at homes and offices.

4. POINT OF PURCHASE MARKETING:-

Bisleri is known to be very strong and aggressive where point of purchase marketing
is concerned. It brands the shops of its dealers and distributors very well across the
country. Furthermore, the colours used are such that they are noticeable even on
highways when the cars are going fast. As a result, the branding activity results in
good turnover overall.

WEAKNESSES

1. DISTRIBUTION METHOD:

The Route selling method used by Bisleri is more expensive than the common method
of appointing distributors in different towns. This increases the cost and many
retailers refrain from keeping the product as well. This directly attacks their
distribution potential, revenue and market share.
2. REUSE OF BOTTLES BY LOCALS:

Lot of local people collect the Bisleri bottles and refill it using the local unclean water
and then mix it with the original batch. This reduces the brand image of Bisleri and
may prove harmful during consumption.

3. FAULTS IN PRODUCTION:
Many times it comes under scrutiny in lapses of quality. This damages their brand
value and reputation. They also lost the license to produce at their Noida facility due
to a similar case.

4. UNMET MARKET POTENTIAL:

It is unable to meet the market potential of the south India as well as in various
pockets of India. Production is not as high as it should be because the consumption is
very high. Naturally, there are other limited factors to production such as government
norms as well. So if production is increased, Bisleri can match the potential of the
market.

OPPORTUNITIES

1. EXPANSION:
It can expand in different locations across the global markets to increase the market
revenues and profits. Europe and the Middle East is a lucrative option for the same.

2. EXPECTED GROWTH RATE:

Packaged water grew at 23-25% compared to last year which is almost double the
growth rate of carbonated drinks. This shows there is still huge potential in the
country.
3. PREMIUM SEGMENT:
It can launch a premium bottled water for 5-star hotels and high-end Customers. It can
diversify its target audience and cash in on this segment as well.

4. MATCHING DEMAND & SUPPLY:

A major problem for any retailer to shift to brands other than Bisleri is the regular
supply and refill capacity of Bisleri. The more production Bisleri has, the more
market it will conquer and the more it will be able to match demand with supply. This
will increase its revenues tremendously.

THREATS

1. COMPETITION :

Indian markets is getting crowded in this product category. Giants like Coca-
Cola, Pepsi and Tata Global Beverages have launched packaged mineral water in the
country. This can affect the market share of the company and thereby cut its profits
and revenues.

2. NEW BIG PLAYERS EYEING THE MARKET :

Apart from this there are several other giants that are eyeing the lucrative mineral
water industry of India. Nestle, Tata, HUL and DS group are all eyeing this market.
This would increase the competition to the next level.

3. LOCALISED PLAYERS:

Because the barriers to entry are very low for packaged drinking water industry, there
are many competitors who have cropped up in various places. As they have a smaller
operation then Bisleri, they are able to give higher margins to retailers and capture the
market in pockets. This is affecting Bisleri where small pockets in urban areas are
concerned.

4. RO AND FILTERS:
 The increase in the sales of water filter and ROs in the country is also an issue to the
sales of Bisleri. People prefer their home water when travelling then to buy a bottled
water from a retailer. And as the rates of such filters are falling the threat is
increasing.

5. CHANGING GOVERNMENT POLICIES:

For every drop of water packaged some needs to be given back to the earth and create
sustainability in the environment. Bisleri would need to change their production style
and suit the government norms. This would increase their cost of production and
thereby make their products costlier or drive their profits down.

INTRODUCTION TO THE TOPIC

The topic of research here is ‘Consumer preference and satisfaction level
towards packaged drinking water with special reference in Kangra 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 behaviour 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 gives 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 behaviour are fully
understood, decisions on product designs and packaging, branding and distribution
channels are likely to be misplaced.

This study mainly focus on understanding the external factors like demographic,
social, cultural ,price, quality ,product attributes etc. for buying packaged beverages .
The market share of any product is highly determined by the purchasing behaviour of
the consumers. Following study is conducted by the researcher to find out the
behaviour of the consumers, to analyses 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.

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
bone 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.

CHAPTER-2
RESEARCH DESIGN
2.1 OBJECTIVES OF THE STUDY:
 To know the factor that influences the consumer to purchase packaging drinking
water.
 To study the market situation like brand awareness by consumer and competition
among various brands in packaging drinking water.
 To study the consumer attitude regarding price, packaging and purity of mineral
water.

2.2 NEED OF THE STUDY

 To understand the awareness of customer about BISLERI product.
 To understand the market demand about the BISLERI product.
 To understand the satisfaction level of consumer regarding BISLERI packaged
drinking water.
 To know the consumers brand awareness.

2.3 SCOPE 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 analysing the factors, which influence the referring
behaviour 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 BISLERI packaged drinking water. The survey was conducted in Kangra
city 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.
REAERCH DESIGN:

Research refers to the systematic investigative process employed to increase or revise current
knowledge by discovering new facts. It is a way of gathering information facts for
advancement of knowledge .It is a careful study that is done to find and report new
knowledge about something.

TYPES OF RESEARCH

 EXPLORATORY RESEARCH
 DESCRIPTIVE RESEARCH
 CONCLUSIVE RESEARCH

These research methods are useful as they are useful in collecting data its
main elements are-

 COLLECTING DATA
 INTEREPRETING IT
 ANALYSING IT
 CONCLUDING IT

FURTHER ELEMENTS OF RESEARCH ARE EXPLAINED WITH ITS

OTHER PARTS ARE BELOW:-
RESEARCH DESIGN

(1.) Exploratory Research Design

(2.) Conclusive Research Design

(i) Descriptive Research Design.

(ii) Diagnostic Research Design.

(iii) Experimental Research Design.

1. EXPLORATORY RESEARCH DESIGN:

Exploratory Research is conducted with the purpose of gaining a better insight into a
problem. It is conducted to get new idea. To familiarize researcher about the research
problem. It shows the researcher whether the topic is researchable or not. It helps in
formulating the hypothesis. This kind of research is generally conducted for those areas
which are yet to be explored or which are unexplored. It may also help in saving time and
money because if a problem is not as significant as it was first thought, then the project can
be cancelled.

2. CONCLUSIVE RESEARCH DESIGN:

(i) DESCRIPTIVE RESEARCH DESIGN:

The descriptive research design is used when the purpose of study is to learn who, what,
when, where and how a topic. Descriptive research is conducted to describe the
characteristics of a relevant group like a tribal community, consumers etc. It describes
research problem in detail. A hypothesis which was formulated during Exploratory Research
is tested in Descriptive Research. Descriptive Research is focused on only a particular topic,
it means that this research is not scattered like Exploratory Research.
ii. DIAGNOSTIC RESEARCH DESIGN:

Diagnostic Research is conducted to establish whether two or more variables are associated
and determine the degree to which the variables are associated e.g. a study may be carried out
to find if there is any association between going out for shopping and eating out. While
designing a diagnostic study a researcher must aim at minimization of bias and maximization
of reliability of the evidence collected.

III. EXPERIMENTAL RESEARCH DESIGN:

Experimental Research is conducted to study the cause and effect relationship between the
variables under study. Under this method there are two kinds of variables, one is independent
variable and other is dependent variable. Under controlled condition during experimentation
it is calculated that what affect can takes place to dependent variable if different independent
variables are changed simultaneously?

In this research I use Exploratory Research

EXPLORATORY RESEARCH DESIGN:

Exploratory Research is conducted with the purpose of gaining a better insight into a
problem. It is conducted to get new idea. To familiarize researcher about the research
problem. It shows the researcher whether the topic is researchable or not. It helps in
formulating the hypothesis. This kind of research is generally conducted for those areas
which are yet to be explored or which are unexplored. It may also help in saving time and
money because if a problem is not as significant as it was first thought, then the project can
be cancelled.

DATA SOURCES:

PRIMARY DATA:-
A Primary data is that which is raw. Primary data is also called first hand data contains
information that has been collected specifically for the purpose of investigation at hand. The
primary data collection involves greater effort on behalf of the researcher.

METHODS OF COLLECTING PRIMARY DATA:

1. INTERVIEW.

2. OBSERVATION.

1. INTERVIEW:

The most common form of survey method is interview. It is a form of communication

approach to collecting data from respondents; interview refers to oral or verbal questioning.
Interview is a verbal conversation between two people with the objective of collecting
research relevant information from the respondent.

TYPES OF INTERVIEW:

(a) Personal Interview

(b) Telephone Interview

(c) Mail Interview

(d) Electronic Interview

2. OBSERVATION:

Observation refers to the monitoring and recording of behavioural and non-behavioural

activities and conditions in a systematic manner to obtain the information about the
phenomena of interest.

SECONDARY DATA:
It is a second hand data which is already used by someone. It is collected by people or
agencies in response to some other problem rather than the problem at hand. The data is
available easily and at a relatively less cost.

SOURCES OF SECONDARY DATA:

1. INTERNAL DATA

.         2. EXTERNAL DATA.

1) INTERNAL DATA:

The data which is available internally within the organization conducting research is termed
as internal data. The main advantage of this data is that it is easily available and greater
reliance can be placed on the degree of accuracy and relevance to the study.

2) EXTERNAL DATA:

External data is the secondary data that is available from outside the organization for which
the research is being conducted. It can be classified as:

(a) Published Data.

(b) Computerized Data.

(a) PUBLISHED DATA:
These are the most popular of the external sources of data. Different sources of published
data are Guides, Directories & Government sources like the census data, Economic Survey
data are also good sources of external published data.

(B) COMPUTERIZED DATA:
Computerized Databases refer to data which is available in an electronic form. There are
three distinct categories:

(1) Online database

(ii) Internet database

(iii) Offline database.

Online database refers to data which is lying in a central data bank and can be accessed from
anywhere through a telecommunications network.

Retrieved Internet database refers to the data which can be accessed, searched and from the
internet.

Offline database is that which is available on various storage media like CDs and DVDs

COMPUTER DATABASE CAN BE IN THE FORM OF:

 Bibliographic Database.
 Numeric Database.
 Full text Database.
 Directory Database.

SAMPLING
A sample size of 100 has been chosen for the project study. The sample choice is quite a
comprehensive one as it has respondents from all walks of life. The respondents are of
gender, varied income groups and so on, but all are residents of Kangra city.

QUESTIONNAIRE METHOD:
For the collection of primary data I used questionnaire method. A formal list of
questions, which are to be asked, is prepared in a questionnaire and asked on
those bases.
DATA INTERPRATATION METHOD:
The data has been presented by way of pie chart and graphs. These have been
specifically used to present the collected from respondents through
questionnaire.
2.4 LIMITATIONS:
Though every effort has been to make the project study comprehensive, there
have been limitations like.

 The study restricts to Kangra city.

 The study has been take 100 respondents rather than number of
customers.
 The study is based on the response of the respondents and is assumed that
they are honest in their response.
 Some of the customer were indifferent to answer some of the questions in
the questionnaire .This might make the data incomplete and hence may
not be accurate.

CHAPTER-3
 DATA ANALYSIS &
INTERPRETATION

(1) Do you consume mineral water?

Option No. of respondent %

 YES 80 80%

NO 20 20%

Respondents
YES NO

20%

80%

INTERPRETATION:
From the 100 respondents being surveyed, it is found that 80% of respondents are the users of
mineral water and 20% of the respondents are not using.

(2) When do you prefer mineral water?

Reasons No. of Respondents %

 Ill health 20 20%

During traveling 20 20%

Occasion 25 25%

others 35 35%

40

35

30

25

20
35
15
25
10 20 20

0
Ill Health Durnig journey Occasion None availability of water

INTERPRETATION:
20% of the respondents prefer mineral water due ill Health, 20% of the respondents prefer
during journey, 25% of the respondents of occasion and 35% respondents prefer when not
availability of water.
(3) Do you think mineral water is much more hygienic then
normal water?

Options No. of respondents %

Yes 76 76%
No 24 24%

80%

70%

60%

50%

40%
76%

30%

20%

24%
10%

0%
Yes No

Respondents

INTERPRETATION:

76% respondents agree that mineral water is hygienic more than normal water and 24%
disagree.

(4) How did you come to know about “BISLERI”?

Source No. of respondents %

 T.V 40 40%

Newspaper 40 40%

Friend & Relatives 20 20%

Shopkeeper 20 20%

45%

40%

35%

30%

25%

20% 40% 40%

15%

10% 20% 20%

5%

0%
T.V News Paper Friends & Relaties Shop keepers

INTERPRETATION:

From the 100 respondents being surveyed, it is found that 40% of them are aware of
BISLERI through, T.V. 40% them are aware of BISLERI through Newspaper, 20% of them
are aware of BISLERI through friends & relatives and 20% are aware of BISLERI through
shopkeepers.

(5) The main factor that influences you to prefer “BISLERI”?

 Factors No .of respondents %

Purity 45 45%

Price 35 35%

Accessibility 10 10%

Brand image 10 10%

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Purity Price Accessbility Brand image

INTERPRETATION:
Out of 100 respondents it is found that 45% of the respondents prefer BISLERI because of
purity, 35% prefer Bisleri because of reasonable price, 10% of the respondents prefer
BISLERI because of accessibility 10% of the respondents prefer BISLERI because of Brand
image factors such as necessity safe side of health and so on.

(6) Are you satisfied with price of “BISLERI”?

 Option No. of respondents (%)

Highly satisfied 50 50%

Moderate satisfied 20 20%

Satisfied 20 20%

Not satisfied 10 10%

60%

50%

40%

30%

50%

20%

10% 20% 20%

10%

0%
Highly satiesfied Moderate satisfied Satisfied Not satisfied

INTERPRETATION: out of 100 respondents it is found that 50% of them feel the price
highly satisfied, 20% of them feel the price is moderate satisfied, 20% of them feel the price
is satisfied and 10% respondents are not satisfied.
(7) Are you satisfied with quality of “BISLERI”?

Option No. of respondents (%)

Highly satisfied 70 70%

Moderate satisfied 15 15%

Satisfied 10 10%

Not satisfied 5 5%
80%

70%

60%

50%

40%
70%
30%

20%

10%
15%
10%
5%
0%
Highly satisfied Moderate satisfied Satisfied Not satisfied

INTERPRETATION: There are 70% respondents are highly satisfied with quality of
BISLERI mineral water, 15% are moderate satisfied, 10% are satisfied and 5% respondents
are not satisfied.

(8) Are you satisfied with availability of “BISLERI”?

 Option No. of respondents (%)

Highly satisfied 40 40%

Moderate satisfied 30 30%

Satisfied 10 10%

Not satisfied 20 20%

45%

40%

35%

30%

25%

20% 40%

15% 30%

10% 20%

5% 10%

0%
Highly satisfied Moderate satisfied satisfied Not satisfied

INTERPRETATION: : Out of 100 respondents There are 40% respondents are highly
satisfied with availability of BISLERI mineral water, 30% are moderate satisfied, 10% are
satisfied and 20% respondents are not satisfied.
(9) Are you satisfied with advertisement of “BISLERI”?

Option No. of respondents (%)

Strongly agree 25 25%

Agree 25 25%

Strongly disagree 35 35%

Disagree 15 15%

40%

35%

30%

25%

20%
35%
15%
25% 25%
10%
15%
5%

0%
strongly agree agree strongly disagree disagree
INTERPRETATION: Out of 100 respondents it is found that There are 25%
respondents are highly strongly agree with advertisement of BISLERI mineral water, 25% are
agree, 35% are strongly disagree and 15% respondents are disagree.

(10) Do you think people are getting more heath conscious day by

day?

Option No. of respondent %

YES 65 65%

NO 35 35%
 Respondents

35%

65%

Yes No

INTERPRETATION: Out of 100 respondents 65% are agree to people getting more
health conscious day by day and 35% are disagree.

(11) Which packaging mineral water would you like to prefer to

your friend?

Options No. of Respondents %

Kinley 24 24%

Bisleri 30 30%

Aquafina 20 20%

Others 26 26%
 Respondents
35%
30%
30%
26%
25% 24%

20%
20%

15%

10%

5%

0%
Kinley Bisleri Aquafina other

Respondents

INTERPRETATION:

From the 100 respondents being surveyed, it is found that 24% prefer to purchase Kinley
packaged drinking water, 30% prefer BISLERI, 20% prefer to purchase Aquafina mineral
water and 26% respondents prefer other mineral water.
 CHAPTER-4
FINDING
& CONCLUSION
CONCLUSION:-
I had conducted marketing survey in the area of Kangra city I had chosen the topic BISLERI
packaged mineral water 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
packaged drinking water after the survey I came to a solution that the people of are very
much aware of water purity maximum of them are satisfied with our product. Although
maximum people are satisfied with the product but still there a pinch of
dissatisfaction among some of the consumers. Consumer are growing more health conscious
and are more careful of their drinking habits.

After Analysis of the data and facts we have collected from customers than one can say that
there is very good future for mineral water market, soft drink market might be some threat to
the mineral water at present but within few years the scenario is going to change. Trend
signifying increasing health consciousness amongst people could also be observed.

It could also be observed that the living standard of the people improving and as they are
becoming health conscious. Are ready to pay water now. On the question of survival of the so
many companies government has made policies and restrictions which will force many
manufacturer so shut down their factories but due to potential in the market companies with
quality product will survive.

FINDINGS:

 From the survey conduct, it is found that consumers belong to different occupations
are using Mineral water.
 From the survey I have conducted in Kangra city, it is found that a majority of the
respondents are male and the rest are Female.
 From the study conducted, it is clear that consumer’s main reason “Why they have
option for mineral water is” Necessity, growing standard of living, fashion, awareness
and growing competition.
  There are 70 percent respondents are highly satisfied with quality of BISLERI mineral
water, 15 percent are moderate satisfied, 10percent are satisfied and 5 percent
respondents are not satisfied.
 From the survey, we come to know that price and services are considered as the major
factors to a particular Brand.
 Out of 100 respondents it is found that 50percent of them feel the price highly
satisfied, 20percentof them feel the price is moderate satisfied, 20percent of them feel
the price is satisfied and 15percent respondents are not satisfied.
 From the study we come to know that other brands like AQUAFINA, KINLEY are
mostly preferred by consumes.
 From the study we come to know that most of the consumers feel the prices are
reasonable.
 From the survey conducted 20percent of the respondents prefer mineral water due ill
Health, 20percent of the respondents prefer during journey, 25percent of the
respondents of occasion and 35percent are prefer when not other availability of
water.
 The survey reveals the awareness of consumers towards “Mineral Water” which is a
very good opportunity for the manufacturers.
 The survey predict the growing need of “Mineral water” in the coming days and also
the level of competition to be faced.

4.1 SUGGESSTIONS
 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 SERVICE:

BISLERI should immediately Provide service to all 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.

 BISLERI mineral water needs to spend on advertisement to attract new customers.

 BISLERI should continue to offer the best toppings to stay at the top.
 There should be no compromise in quality of the product.
 Sales person at the retails counters should have proper knowledge about the product.
 Customer service is something which company should pay more attention.
 To make a good health and safety the packing.

4.2 RECCOMENDATION:

 Make anywhere availability of mineral water.

 Save the product from duplication.
 Maintain the reasonable prices.
 Maintain the same taste and quality.
 Improve awareness among people about the importance of mineral water and more
advertising of the product is needed.
 BIBLOGRAPHY
BOOKS
Kotler P (2008), “Marketing Management”, 12th Edition, person edition New Delhi, 144-160.

Kothari C.R (2008) “Research”, 2nd

Revised Edition, VishwaPrakashan, New Delhi, PP 150-
162

Naim, A (2006), “Brand relationships: strengthened by emotion, weekend by attention”

London: stage Publication Ltd.

Pierce, A (2006), “Marketing Research for the small company”, Journal of Marketing,
Vol.16, No. 2, pp. 179-183

Gupta Shashi k, (2015), “Rangi Parneet, “RESEARCH METHODOLOGY, Kalyani

Publishers.

Jain T.R, (2014-215) S.C Aggarwal, “BUSINESS STATISTICS”, “VK Publication.”

Kapoor V.K, “STATISTICS”, sultan Chand & sons.

Kotahari C.R, (2013), “RESEARCH ME”, “New Age international publication 2nd edition.”

OTHERS

 Newspaper, magazine etc.

 https://www.bisleri.com/
 https://en.wikipedia.org/wiki/Bisleri
 https://www.slideshare.net/pratikdhake1/bisleri-9828571
 https://bestmediainfo.com/2016/09/bisleri-has-always-positioned-itself-on-the-basis-
of-purity-and-health-ramesh-chauhan-chairman-bisleri-international/
 ANNEXURE

QUETIONNAIRE

PERSONAL DETAIL OF THE CUSTOMER

Name Age

Address Occupation

(1) Do you consume mineral water?

(a) Yes (b) No

(2) When do you prefer mineral water?

(a) Ill Health (b) during traveling

(c) Occasion (d) Others

(3) Do you think mineral water is much more hygienic then normal water?

(a) Yes (b) No

(4) How did you come to know about “BISLERI”?

(a) T.V (b) Newspaper

(c) Friends (d) Shopkeeper

(5) The main factor that influences you to prefer “BISLERI”?

(a) Purity (b) Price

(c) Accessibility (d) Brand

(6) Are you satisfied with price of “BISLERI”?

(a) Highly satisfied (b) Moderate satisfied

(C) Satisfied (d) Not- satisfied

(7) Are you satisfied with quality of “BISLERI”?

(a) Highly satisfied (b) Moderate satisfied

(C) Satisfied (d) Not- satisfied

(8) Are you satisfied with availability of “BISLERI”?

(a) Highly satisfied (b) Moderate satisfied

(C) Satisfied (d) Not- satisfied

(9)Are you satisfied with advertisement of “BISLERI”?

(a) Strongly agree (b) Agree

(C) Strongly disagree (d) Disagree

(10) Do you think people are getting more heath conscious day by day?
(a) Yes (b) No

(11) Which packaging mineral water would you like to prefer to your

friend?

(a) KINLEY (b) BISLERI

(C) AQUAFINA (d) Other