Project Report on Event Planning

Submitted By
Group 7
Name MBA ID
Amit Yadav MBA21015
Anurag Jain MBA21023
Debabrat lahon MBA21049
Gunjan nim MBA21068
Mohammad Nadeem MBA21111

Submitted to – Prof. Muqbil Burhan

Indian Institute of Management, Jammu

Indian Institute of Management Jammu

Table of Contents

Sr. No. Chapter Name Page No.

1. Research Abstract 1
2. Introduction 1
3. Novelty Statement 2
4. Research Problem 2
5. Literature review 2
6. Research Hypothesis 4
7. Research Methodology 5
8. Findings and Conclusion 6-11
9. Reference 12
 Page |1

Research Abstract
Nowadays, people are becoming more health conscious. The Covid-19 epidemic has upended the
“

healthcare system and put consumers' sense of well-being in jeopardy. More than ever, people
are taking charge of their health in different ways. They are becoming more aware of their health
risks and interacting with their doctors in novel ways. So considering health, water is one of the
essentials which impact the health of a person. Now people are consuming mineral water which
is “Black Alkaline Water” which has ample amount of benefits regarding health benefits.
Celebrities, cricketers, sportspeople etc are started consuming and prompting this water on a
larger scale.
So this research study states the behaviour of people of India towards this water. And will
answers questions related to it.
”

Introduction
Alkaline water is something that has been in trend because of its health-related benefits. Alkaline
“

water is ionised and has a higher pH level than conventional tap water. In comparison to ordinary
water, alkaline water provides enhanced and maintained hydration for a significantly longer
period of time. It increases the body's functioning and the body's ability to absorb another
micronutrient by creating a less acidic, well-hydrated, and detoxified internal environment. It
balances out the body's acidic content to keep various maladies and chronic conditions from
assaulting it.
People currently consume a lot of adulterated, unhealthy food that is processed and contains
pesticides, insecticides, and fertilisers that cause our bloodstream to get contaminated. Not to
mention the numerous chemicals that pollution of the air and water releases into the body. These
toxins can linger in the blood for a long time, leaving the body open to numerous ailments and
major health hazards.”

Currently, people eat a lot of food that is both manufactured and natural, is harmful, and contains
“

pesticides, insecticides, and fertilisers that poison our bloodstream. Not to mention the various
substances that environmental pollution releases into the air, water, and soil. These toxins can
stay in the blood for a very long time, leaving the body vulnerable to a wide range of diseases
and serious health risks.”

Foods contain a variety of nutrients that our bodies occasionally struggle to process effectively.
“

The natural minerals included in black alkaline water significantly improve the processing and
absorption of the nutrients found in the food we eat. It assists the body in effectively
metabolising a variety of nutrients and absorbing all of their benefits in order to fortify and
strengthen the immune system. ”

Evocus is a dark, mineral-infused beverage with an extremely high pH of 8+. Alkaline water and
“

necessary minerals are combined to create the Evocus Black alkaline beverage. With Black
Alkaline Drink, you may stay hydrated for a longer period of time and more quickly. ”

Evocus Clear is a cutting-edge, expertly created water with an alkaline pH of 8 to 8.4 that is
“

enhanced with daily vital minerals including calcium, magnesium, and sodium. ”

Alkaline water with a special combination of minerals wrapped in a chic and rich glass bottle.
“

You’ve been choosing the inferior option of plain bottled water for far too long, but that has
changed with the introduction of Evocus, a bottle of black drink with a twist. It is abundant in
 Page |2

necessary minerals. These miracle minerals aid in improving nutrient absorption from diet,
swiftly and safely correcting nutritional deficiencies.
”

Evocus is pleased to contribute 0 calories and carbs to glucose. Put an end to the use of artificial
“

colors and flavors. in with nature's unadulterated components. ”

Novelty Statement

We have chosen Black Alkaline water for our study because previously we have seen many
celebrities are using this black water and portraying it as healthy drinking water. The general
public has less awareness about the product and many of them are using it due to the influence of
celebrities. The Black water comes into popularity after the Indian Cricketer, Virat Kohli.
There are no such solid research are available to support why people are drinking Black water,
So, we will try to uncover the relationship between the usage of Black water to that of celebrity
effect and health benefits.
From years people were using mineral water to fulfill their needs because human body consist of
60 % water and suddenly people have changed their behavior due to the health benefits of Black
water for example it hydrates human body quickly because of smaller molecules it also reduces
acidity and balance the level of PH in the human body. There are other benefits of using black
water e.g. it boosts immunity and metabolism & improves the quality of hair, skin and nails.
The normal drinking water has a PH of 7 but the black water generally have PH of 7 and above
with 70 minerals which provides long term health benefits to the consumers claimed by its seller
but there is not much scientific research are available to support the argument. Which interests us
to study why the consumers are attracted toward such a product which has not solid proofs of
benefits.

Research Problem
Evocus is a black alkaline water drink and a product of AV Organics. None of the research has
been made as of now and none of the researchers have studied in detail about the company and
the product and did not explore about the product that what could be the factors that influence
consumers for buying black alkaline water drink. So, the question arises that what are the factors
influencing the consumer behavior for buying Black alkaline water drink?

Literature Review
According to the CISION PR Newswire, comprehensive research has been done by the analyst to
analyze the consumers buying pattern, consumer behavior and price impact on their buying
decisions.

It has been observed that the consumers have become more health-conscious, and they are
willing to try healthier alternatives to traditional soft drinks. Trend in the healthy lifestyle of
people have boosted the drinks industry as well as consumption of healthier beverages
dominating supermarket and social media promotions.
 Page |3

There are many factors influencing an individual in purchasing decision. Also, these are the
factors which measures the role, attitude, lifestyle, personality, status, culture, income, social
class, etc. So, factors that influence consumer’s buying behavior are-

 Social factors
 Economic factors
 Personal factors
 Cultural factors
 Psychological factors

To support the understanding of behavior of consumer buying, one should be focused on these
five questions why, who, how, when, and where.

According to the A.K. Rastogi, 2010, Consumer decision is based on when, what, whether, from
where to buy. To buy the product, a consumer can go to different mediums. Like Virat Kohli, the
cricketer, used to order its alkaline water from abroad. Since, that the demand of black alkaline
water increased.

In the Nutrition report, it is mentioned that the alkaline drink is a better alternative. Some also
claims that it can also help in fighting serious diseases like cancer. When it comes to acidity, pH
plays a vital role in that. Where normal water’s pH is between 6 to 7, alkaline water is at more
than 8.5, which means it is more alkaline than normal water.
It is believed that the acidity level can only be reduced by consuming alkaline diet/drink, and
serious diseases like cancer grows in an acidic environment. More the acidic nature, more
diseases will grow.

In the TOI, Times of India, Report-2021, “Why stars are going gaga over it and what are its
benefits”, it has been stated that what are the benefits of drinking black alkaline water, how it is
different from normal water, and its side-effects.
In the report it is mentioned that alkaline water high alkaline level than the normal water, it has
more nutrient-rich and beneficial for the people who have high blood pressure issue, diabetes,
and high cholesterol. Apart from these, alkaline water has also these benefits:
Hydration and reduce acidity.
In Aakash Vaghela Report, he mentioned about the immunity, nutrients, pH level, improvement
in health metabolism, acidity, etc. In the report he mentioned that the people lack awareness of
the fact the water daily consumed by them is not good. The RO water they drink have very less
nutrients, which are very crucial for the body. The RO water has lower pH level, which means
the acidic level is high, more corrosive, tastes bitter, which is heavy in nature and hard to absorb
by the body.
According to the report, Alkaline water improves the body functioning that may lead to increase
in the oxygen amount carried by the blood cells to the vital organs. It is rich in minerals, and
other important elements that plays a vital role in stabilizing and improving immune system. It is
believed that alkaline water drink is infused with more than 70 natural elements, and the color of
the water is because of these elements.
Alkaline water has a pH of 7.5 with more than 70 minerals and is a great detox water drink that
helps in removing or flushing out of the toxins from the body; it also reduces acidity, boost
 Page |4

immunity, and provides hydration. The consumption of alkaline water gives a healthy body and
mind, which further help in fighting diseases and other harmful diseases.

Research Hypothesis

Hypothesis Formulation:

Logical hypothesis has been used to create hypothesis

1) Price has the significant impact on consumer buying behaviour

“

2) By just seeing the colour of black alkaline water consumer felt like it is hard water
3) Colour has adverse impact on consumer buying behaviour in case of black alkaline water
“

4) Consumer consider alkaline water as a heathy water.

“

5) There is very high impact of celebrity effect on consumer buying behaviour.

“

The first hypothesis is based on price, it is because the normal bottled water is way
cheaper than the Alkaline water but according to a Statista report only 2 % people
consume it. On the other hand a 500 ml bottle of alkaline water comes with a price of
150 INR which means if a normal person consumes seven leter a day then it will cost him
arount 63000 INR in a month that is much higher than normal water. Considering that
only a little high income group people will consume it.

The second, hypothesis is based upon what people thinks about a beverages which is
black in colour. From a google search we found that a large chunk of people see it as
which is not good in taste. Same is the true for our third hypothesis.

By just doing a simple google search the first articles that comes in is of health benefit of
the Alkaline water. As most of the people do google search to know more about it, then
people will consider it as a heathy drink.

The last hypothesis is based upon observation from celebrities life. For the first time
when Alkline water captures people attention is through the captain of Indian cricket
team followed by multiple celebrities.
 Page |5

Research Methodology

Objective

1) To study and analyse the consumer buying behaviour toward Black Alkaline water
“ ”

2) To assess the behavioural level of customer of different age group toward Black Alkaline
“

Water ”

3) To understand the celebrity effect on the buying of Black Alkaline Water

“ ”

Research Design

We have used experimental as well as descriptive research method to establish our learning.
“

Experimental research establishes a relationship between the cause and effect of a situation. The
descriptive design help to describe a population, phenomenon or a situation. This was mainly
used to answer the question like What, When, Where, When and how. ”

Research Method

Qualitative approach of the research is to analyse the statistical or mathematical approach of

“

analysis of the data. Quantitative method focuses more on gathering mathematical data any
generalising it across groups of respondents or to explain a particular phenomenon. ”

Primary Data

Primary data was collected through Google form from a set of respondents who have used the
“

product or desire to use the same.

”

Secondary Data

There data we have collected from various publishers that publishes data online on google and
“

on the research websites like Statista.

”

Sampling Designing

Convenient sampling was adopted in selecting the respondents to gather the data. Data will be
“

collected from respondents of Indian institute of management and other personal contacts of the
group members. ”
 Page |6

Findings and Conclusion

Based upon the data we have collected from our respodents we have created following tri-
component model for the black alkaline water.
In which people thinks that they have very less knowledge about the the product and whatever
information is available on the open source platform are not backed by proper scientific research
or these informations are company sponsored. Also, consumer thinks that this water might be
very healthy for the human body as most of the celebrities that are using the alkaline water are
fitness enthusiast. Despite having the higher income expentancy the consumer are reluctant to
purchase black alkaline water for such a higher price.

Perceptual Map

Based on the data we have about people perceiving it as a heathy drink and considering its price
and celebrity effect we have created perceptual map of the Black alkaline water as given in the
below diagram and in both the cases it is in the fouth quadrent.
Page |7
 Page |8

To support our hypothesis, we as a group again did primary research to collect qualitative data
by asking questions related to income, preferences, colour, taste and celebrity effects. We have
collected 15 responses from the IIM Jammu students to know their awareness, preferences etc
related to black alkaline water.

Question 1

We have asked about the income of the consumer and where they will see themselves after 5
years. We get 66.7% of people to see themselves earning 30 – 50 lakhs. This concludes that
people will earn enough to maintain their good lifestyles.

Question 2

We have asked question based on colour to the consumers which drinks they like to choose. We
get 53.3% of people who chooses sprite (because sprite is transparent in colour similar to natural
water and people easily relate it to water while drinking). So, this again can support our
hypothesis that because of the black colour people does not prefer to drink black alkaline water.

Question 3
 Page |9

We have asked question related which kind of water consumers would be preferred based on
hardness. We get 53.3% of people choose natural water and only 13.3% of peoples chooses black
alkaline water which may indicate that people like natural water because of the lack of awareness
or consumers may not tried black alkaline water. This again supports our hypothesis that people
prefer natural water on hardness parameters.

Question 4

We have asked questions based on health benefits which kind of water consumers would prefer.
We get 40% of people who choose black alkaline water as compared to natural water. This
indicated that due to the health benefits black alkaline water have peoples want to consume and
also it support our hypothesis that black alkaline water has health-related factors which may
incline people to choose black alkaline water.

Question 5
 P a g e | 10

We have asked a question about which public figure consumers have seen promoting black
alkaline water. We get 80% of people answered actors & cricketers. This support our hypothesis
that there is a celebrity effect on black alkaline water. Many actors, as well as cricketers,
promote black alkaline water and people started considering black alkaline water due to
celebrities.

Question 6

We have asked a question about which celebrity consumers have seen promoting black alkaline
water. We get a few common names like Virat Kohli, Malika Arora Khan etc. The most frequent
answer we get is Virat Kohli. This supports our hypothesis that celebrity like Virat Kohli
promotes black alkaline water, and black alkaline water has a celebrity factor.

Question 7
 P a g e | 11

We have asked questions about that how much consumers would spend on black alkaline water.
We get 40% of people who want to spend Rs 10-50 on every 500 ml bottle , so this indicates that
because of the higher price, people may not want to buy black alkaline water. This again
supports our hypothesis that because of the higher price, people may not wish to buy black
alkaline water.
 P a g e | 12

References

1. https://timesofindia.indiatimes.com/life-style/health-fitness/diet/black-alkaline-water-
why-stars-are-going-gaga-over-it-and-what-are-its-health-benefits/photostory/
85430187.cms
2. https://www.financialexpress.com/lifestyle/regular-mineral-water-vs-black-alkaline-
water-whats-the-difference-check-details/2103655/
3. https://www.healthline.com/nutrition/the-alkaline-diet-myth

1. Research Abstract, Introduction,Novelty Statement,Research Problem

2. Research Hypothesis,Research Methodology, Application of CB concepts - Nadeem
3. Result and conclusion