A

SUMMER TRAINING REPORT

ON

Study of Customer Satisfaction towards the

“Pure It” HUL

SUBMITTED TO UTTARAKHAND TECHNICAL UNIVERSITY IN THE

PARTIAL FULFILMENT OF

“MASTER OF BUSINESS ADMINISTRATION”

(TWO YEARS REGULAR DEGREE PROGRAMME)

Submitted by Under the supervision of

Kushal Dobhal Mr. Chandan Gupta

MBA IIIrd Semester Associate Professor

Batch : 2015-2017

Date: December 12, 2016

1
CONTENTS

2
 Page No.

Certificate from Organization/Institute

Declaration 4

Acknowledgement 5-6

Executive Summary

Objectives of the study

1. About Company Introduction

2. About Topic

3. Research Methodology

a. Primary Data : Sampling Design

a) Sample Area

b) Sample Size

c) Sample Unit

d) Sampling Technique

e) Sampling Instrument

b. Secondary Data

4. Analysis & Findings

5. Recommendations

6. Conclusions

7. Limitations and Scope of the Study

Bibliography

Annexure

3
 DECLARATION

I, Kushal Dobhal, a student of MBA (2015-17) studying at Quantum School of

Business, Mandawar, Roorkee, Uttarakhand solemnly declare that the project work
titled- ‘Study of customer satisfaction towards “Pure it” (HUL)’ was carried out by
me at Hindustan Unilever Limited, Dehradun, Uttarakhand in partial fulfillment of the
MBA programme. This programme was undertaken as a part of academic curriculum
according to the University

Date : Kushal Dobhal

Place MBA

2015-2017

4
ACKNOWLEDGEMENT

5
Preparing a project of this nature is an arduous task and I was fortunate enough to get
support from a large number of people to whom I shall always remain grateful.

I would like to record my gratitude to Hindustan Unilever Limited for allowing me to

undertake this project.

I take this opportunity to thank Mr. Avinash Kotnala, Territory Sales Officer (TSO)
Garhwal Region, Uttarakhand for providing me an opportunity to work for HUL.

I am also desirous of placing on record profound indebtedness to Mr. Chandan Gupta,

Associate Professor, Quantum School of Business for the valuable advice, guidance,
precious time and support that he offered.

I would be failing in my duty if I do not acknowledge the gratitude to Mr. Rohit

Kushwaha, Director, Quantum School of Business, who motivated me a lot in carrying
out this project.

Last but not least, I would also like to thank all the respondents for giving us their
precious time and relevant information and experience as and when required without
which this project would not have been possible.

Kushal Dobhal

MBA IIIrd Semester

Date : August 10, 2016

6
EXECUTIVE
SUMMARY

7
Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch company Unilever.
Both Unilever and HUL have established themselves well in the Fast Moving Consumer
Goods (FMCG) category. In India, the company offers many households brands like,
Dove, Lifebuoy, Lipton, Lux, Pepsodent, Ponds. Rexonna, Sunsilk, Surf, Vaseline etc.
Some of its efforts were also rewarded when four of HUL brands found place in the ‘Top
10 brands’ list for the year 2008 published in the Economic Times.

HUL is also known for its strong distribution network in India. In order to further
strengthen its distribution in the rural areas and to empower the local women. HUL
launched a project shakti in 2000 in a district in Andhra Pradesh. The idea behind this
project was to create women entrepreneurs and provide hem with micro-credit and
training in enterprise management, which would enable them to create self-help groups
and become direct to home distributions of HUL products. Today Shakti is present
across 80,000 villages in 15 states and is helping many underprivileged women earn
their livelihood.

Water Purifier Industry

8
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 diarrhea
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 hiking. 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.

Water Purifier Market in India 2011

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 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.

9
India Water Purifier Market has tremendous growth potential

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, Ahemadabad, Chandigarh, Pune and Bhubaneswar.

Major players in water purifier market in India

Eureka Forbes, Philips , Kent, Whirlpool, UshaBrita, Alfaa, Godrej, Kenstar, Hitech,

Jaipan, Maharaja White line, Orpat & Zero B are the competitors’ of Pureit.

10
OBJECTIVES

11
 Primary Objective

 To know the satisfaction level of customers towards HUL “Pure it” products

and services.

 Sub objectives

 Motivating the customers to take Pure it water purifier.

 To know how to increase the sales.

12
COMPANY PROFILE

13
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.

14
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
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 India 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.

15
Home care brands

HUL has a diverse portfolio of brands offering home care solutions for millions of
consumers across India.

16
Personal care brands
Company’s personal care brands, including Axe, Dove, Lux, Pond's, Rexona and
Sunsilk, are recognized and love by consumers across India. They help consumers to
look good and feel good and in turn get more out of life.

17
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.

18
 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.

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 Four purifier stages of Pure It

Pure it purifies your drinking water in four stages:

Ist Stage : Beginning with the removal of visible dirt.

IInd Stage : Followed by the removal of harmful parasites and pesticide impurities.

IIIrd Stage : The harmful viruses and bacteria are removed.

IVth Stage : Finally the water is rendered clear, odorless and great tasting by removing
remaining impurities.

20
 Water Purifiers offered by HUL

Pure It Marvella & Pure It Auto fill

21
Pure It Classic & Pure it Compact

22
About Topic

23
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.

24
 Factors that affect the consumers decision & perception

Product Type:
Past research indicates that consumers purchase and channel decisions might be
influenced by the type of product being investigated (Cox and Rich 1964, Lumpkin and
Hawes 1985, Morrison and Roberts 1998, Papadopoulos 1980, Thompson 1971). In
particular, these authors state 29 that certain products might be more appropriate for
one channel or another, which ultimately influences consumers channel preference and
choice.

Quality:
Aim to provide the best product for the consumer and we believe that if the products
have quality the consumer will pay the price.

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.

25
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.

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. 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
are presumed to be more knowledgeable about products and family needs. This is
mainly due to their increase in cognitive development.

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.

26
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.

27
 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'. 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'. Satisfaction is '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.

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. 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.

Many companies corroborates the idea of matching service performance with

customers' expectations. They notes that the mission of a business is the creation of

28
satisfied clients who tend to favour the organization through time by patronizing the
services being delivered by the business. It goes further to mention that, businesses
can achieve this aim by understanding what satisfies and dissatisfies their customers or
clients.

Service quality is the ability of the organization to meet or exceed customer

expectations. Service quality is believed to depend on the gap between expected and
perceived performance. Service quality is the extent to which the customer or users
believe the service surpasses their needs and expectations.

Customer Satisfaction and Loyalty: The Relationship

The question which needs to be answered is whether there is any correlation and/or
relationship between customer satisfaction and customer loyalty. Kotler 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 is
not directly linked with customer loyalty. Oechsli and Matt 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 mentions the fact that a very satisfied customer
does not necessarily mean a loyal customer.

29
 RESEARCH

METHODOLOGY

30
 Type of research-Descriptive & Exploratory research

Descriptive study is a fact finding investigation with an adequate interpretation. It is the

simplest type of research and is more specific. Mainly designed to gather descriptive
information and provides information for formulating more sophisticated studies.
Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studies.

Scaling technique

For the measurement of variables, Nominal Scale is used which is the most widely used

scale in market research, where respondents specify their response to a statement.

 Primary Data : Sampling Design

a) Sample area : Dehradun

b) Sample size : 100
c) Sample Unit : Families, Students, Working individuals,
Organisations
d) Sampling Technique : The sampling methodology used is Non
Probability sampling technique-Convenience sampling (A non
probability sampling technique that attempts to obtain a sample of

31
 convenient elements. The selection of sampling unit is left primarily
to the interviewer.
e) Sampling Instrument :
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.
Interview : Apart from collecting different responses from the
customers some extra information has been obtained through face
to face interviewing activity.

 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.

32
ANALYSIS

33
 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 launching ‘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
 HUL 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.

34
OPPORTUNITY
 HUL ‘Pure It’ have newly introduced ‘Pure It’ ULTIMA RO+UV with Oxytube
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, Tata Swacch
which is a matter of concern for HUL ‘Pure it’.

35
 DATA PRESENTATION & ANALYSIS
The following data have been collected during the research period taken by me through
the questionnaire method on 100 people of Dehradun city, Uttarakhand.

Table 1: Frequency and Percentage of the respondents who have water purifier

Have a Water Purifier Frequency Percent

Yes 65 65.0

No 35 35.0

Total 100 100.0

Fig. 1 : Frequency and Percentage of the respondents who have water purifier

36
 preference

70
60
50
Axis Title

40
30
20
10
0
yes no

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) of people have no water purifier.

37
Table 2: Frequency and Percentage of respondents “which company water
purifier, you are using”

Which Company Frequency Percent

Eureka Forbes 25 25.0

HUL Pure it 20 20.0

Kent 11 11.0

Philips 3 3.0

Any Other 6 6.0

Total 65 65.0

Fig. 2: Frequency and Percentage of respondents “which company water purifier,

you are using and will use”

38
 FREQUENCY
35
30
25
FREQUENCY
20
25
15
10 20
11
5
3
0
Eureka HUL Kent Philips Any
Forbes Pure it Other

PERCENTAGE
6
3
Eureka Forbes
25
11 HUL Pure it
Kent
Philips
Any Other

20

INTERPRETATION

39
Out of 100 respondents, the people using water purifier are 65. These people are using

water purifiers like Eureka Forbes, Hul, Kent, Philips. 25% (25), 20% (20), 11% (11),

3%(3).

Table 3: Frequency and Percentage of respondents about the quality of Battery

kits of Pure it

Quality Frequency Percent

Good 16 16.0

Poor 3 3.0

Don’t know 1 1.0

Total 20 20.0

Fig. 3: Frequency and Percentage of respondents about quality of battery kits of

pure it

40
 FREQUENCY
16
14
12
10
8 16 FREQUENCY
6
4
2 3
1
0
Good Poor Don't
Know

PERCENTAGE

1
3
good

poor

Don't
Know

16

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 20 respondents, 16 % (16) of people

41
have given their view that ‘yes’ the quality is good and 3% (3) of people have given their
view ‘No’ & rest 1% (1) have don’t know about it.

Table 4: Frequency and Percentage of respondents think ‘Pure it doesn’t use

chemical’

Pure it uses no chemical Frequency Percent

Yes 14 14.0

No 4 4.0

Don't Know 2 2.0

Total 20 20.0

42
Fig. 4: Frequency and Percentage of respondents “Pure it doesn’t use chemicals”

FREQUENCY
14

12

10

8
14 FREQUENCY
6

2 4
2
0
Yes No Don't
Know

PERCENTAGE

4 Yes

No

Don't
Know
14

INTERPRETATION

43
The above data has given that out of 20 respondents 14% (14 ) of them agreed that
there is no chemical use in Pure it water purifier. 4% (4) people not agreed to the
statement & rest 2% (2) don’t know about it.

Table 5: Frequency and Percentage of respondents about good taste, odorless

and looks clear.

TASTE FREQUENCY PERCENT

GOOD,ODORLESS
LOOKS CLEAR

satisfied 18 18.0

Not satisfied 2 2.0

Say nothing 0 0.0

Total 20 20.0

Fig. 5: Frequency and Percentage of respondents about taste good, odorless and
looks clear for Pure it.
44
 18
18 Frequency
16
14
12
10
8
6
4 2
2 0
0
satisfied Not satisfied Say nothing

Frequency

PERCENTAGE

18

satisfied

Not satisfied

Say nothing

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 20 respondents, 18% (18)

45
of people have given their view ‘YES’ the taste of water is good, odorless and looks
clear. 2% (2) of people have told ‘NO’, the taste of water is not good, odorless and looks
clear and 0% (0) of people have given their view ‘don’t know’ about taste of water.

Table 6: Frequency and percentage of respondents about “Pure it” give water as
safe as boiled water.

Pure it gives water as safe FREQUENCY PERCENT

as boiled water

Yes 16 16.0

No 0 0.0

Don't Know 4 4.0

Total 20 20.0

Fig. 6: Frequency and Percentage of respondents about “Pure it” gives water as
safe as boiled water.

46
 FREQUENCY
Frequency

16

4
0
Yes No Don't Know

PERCENTAGE
Yes No Don't Know

4%

16%

INTERPRETATION
The above data has given the frequency and percentage of respondents about Pure it

gives water as safe as boiled water. Out of 20 respondents, 16% (16) of people have

given their view ‘YES’ the water is as safe as boiled water. 0% (0) of people have told

47
‘NO’ water is as safe as boiled water and 4% (4) of people have given their view ‘don’t

know’ about it.

Table 7: Frequency and Percentage of respondents about after sales service of

Pure it water purifier.

SERVICE AFTER SALES FREQUENCY PERCENT

Satisfied 20 20.0

Not satisfied 0 0.0

Total 20 20.0

Fig. 7: Frequency and Percentage of respondents about after sales service of

Pure it

48
 20

20
18
16
14
12
10
8
6
4
2 0
0
Yes No

FREQUENCY

49
 PERCENTAGE

Yes
No

20

INTERPRETATION

The above data has given frequency and percentage of respondents about service after

sales of Pure it. 20% (20) of people have given their view that they are satisfied with

after sales service of Pure it and 0% (0) of people have given their view that after sales

service of Pure it is not good.

50
Table 8: Frequency and Percentage of respondents about what comes your mind
first i.e. Price or Health & Safety or Both.

What comes your mind Frequency Percent

first

Price 2 2.0

Health & Safety 4 4.0

Both 14 14.0

Total 20 20.0

Fig. 8: Frequency and percentage of respondents about what comes your mind
first i.e. Price or Health & Safety or Both.

Frequency
14
12
10
8 Fre-
14
quency
6
4
2 4
2
0
Price Health Both
&
Safety

51
 PERCENTAGE

2
Price
4
Health &
Safety

Both
14

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 20 respondents, 14% (14) 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

4% (4). Percentage of respondents who are concern about only price was found 2% (2).

Order delivery satus Frequency Percent

52
 Satisfied 18 18.0

Not satisfied 2 2.0

Don't Know 0 0.0

Total 20 20.0

Table 9: Frequency and Percentage of respondents “satisfaction’’ on Order

delivery status of Pure it

Fig 9: Frequency and Percentage of respondents “satisfaction’’ on Order delivery

status of Pure it
18
18
16
14
12
10
8
6
4 2
2 0
0
Satisfied Not satisfied Don't Know

FREQUENCY

53
 PERCENTAGE

Not satisfied
2%

satisfied
18%

INTERPRETATION

The above data has given, for Pure it water purifier delivery status, people satisfaction

on order delivery of the product. 18% of people have given their view ‘satisfied’. 2% of

people have given their view ‘not satisfied’. 0% of people have given their view ‘don’t

know’.

54
Table 10: Frequency and Percentage of respondents “satisfaction on price of
Pure it”

Price of pure it Frequency Percent

Satisfied 9 9.0

Not satisfied 10 10.0

Don't Know 1 1.0

Total 20 20.0

FREQUENCY
10
9
8
7 FRE-
6 QUEN
10 CY
5 9
4
3
2
1 1
0
ie
d ... . ..
isf ta is n't
t s o
sa t D
No

55
 PERCENTAGE

1
9

10

satisfied
Not sat-
isfied
Don't
Know

INTERPRETATION

The above data has given, on the basis of view of the respondent on price of the

product. 9% of people have given their view ‘satisfied’. 10% of people have given their

view ‘not satisfied’. 1% of people have given their view ‘don’t know’.

56
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 65 say that they are using water
purifiers. Out of 65, 20 respondents were those who’re using Pure it.

11 of those agrees that market position is good, 5 respondents agreed that market
position of pure it is excellent, 4 people said that market position of pure it is average.

Sales
Unsatisfied
0%

Good
11%

Excellent
5%

Average
4%

57
FINDINGS

58
 65% of the respondents have a water purifier while 35% of the respondents do
not have a water purifier.

 20% of the respondents use Pure it, 25% respondents use Eureka Forbes Aqua
guard while 11% respondents use Kent, 9% Philips and other .

 Out of 20 respondent 14% (14) of them agreed that there is no chemical use in
Pure it water purifier. 4% (4) people not agreed to the statement & rest 2%(2)
don’t know about it.

 Out of 20 respondents 11% agreed that Pure it market position is good, 5%

agreed that market position of pure it is excellent, 4% people said that market
position of pure it is average.

 For Pure it water purifier delivery status, 18% of people have given their view

‘satisfied’. 2% of people have given their view ‘not satisfied’.

 On the basis of view of the respondent on price of the product. 9% of people

have given their view ‘satisfied’. 10% of people have given their view ‘not

satisfied’. 1% of people have given their view ‘don’t know’.

 20% (20) of people have given their view that they are satisfied with after sales

service of Pure it.

59
 Out of 20 respondents, 14% (14) of respondents have given preference to both

that is price as well as health and safety. Percentage of respondents who are

only concern about health and safety was found 4% (4).Percentage of

respondents who are concern about only price was found 2% (2).

60
RECOMMENDATIONS

61
As per the survey done following were the recommendations of the
Survey:

 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 Dehradun’s 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.

 There should be no compromise in quality of the product

 Sales person at the retails counters should have proper knowledge about the

product.

 Price is something on which company should pay more attention.

62
CONCLUSION

63
I had conducted the market survey in Dehradun, Uttarakhand.

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 of the people are using water purifier.

I was very lucky to join this company and learnt so many things, like punctuality, hard

work, selling strategy of company etc.

I had met different kinds 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 Dehradun 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’s 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

services, instead of any possible manipulation in the area of spectrum management.

No doubt HUL Pureit have very good quality of product and availability in Dehradun.
Customer feels delightful with the HUL services and is satisfied with HUL Customer
service.

64
LIMITATIONS OF THE
STUDY

65
At most attention was taken to eliminate any kind of biasness & interpretation in the

study to get optimum result. Even though the following limitations could have certain

degree of impact on the findings.

 The study was confined to Dehradun city only which may not represent the real

picture of the entire Uttarakhand.

 Many retailers were not interested in Pure It because of steep competition in the

locality among retailers.

 Data collected about satisfaction & awareness level may not represent the real

picture.

 My Study is confined to 100 respondents.

 Lack of research experience.

66
SCOPE OF THE STUDY

67
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

referring behavior 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.

The main purpose of study is to increase the productivity of kiosk (outreach) regarding

HUL Pure it water purifiers. The survey was conducted in Dehradun 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.

68
BIBLIOGRAPHY

69
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

Principles of Marketing : Philip Kotler and Gerry Armstrong

Marketing Research : D.D. Sharma

Marketing Research : Green & Tull

70
ANNEXURE

71
 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.

1. Do you use any kind of water purifier at home?

□Yes □ No

2. If yes, which company water purifier you have ?

□ Eureka Forbes □ Kent water purifier

□ HUL □ Philips

□Any other

If, not Hul then go to Q .no 13 (If HUL then proceed )

3.From which source you came to know about HUL?

□ Advertisement □Hoardings
□News- papers □Mouth publicity

4. Since how long you are using HUL Pure it?

□ Less than 1 month □ 2-6 months

□ 6-12 months □ More than 1 year

72
5. Are you taking benefits of any offer from HUL Pure it?

□ Yes □ No

6. Do you agree on Pure it claim that it doesn’t use chemicals?

□ Yes □ No

7. what is your view on battery kit used in Pure it water purifier?

□ Good □ Poor

8. What is your view on test, order & clarity of water you get from Pure it water purifier?

□ Satisfied □Not satisfied

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?

□ Satisfied □Not satisfied

11. Are you satisfied with the order delivery service of HUL Pure it?

□ Satisfied □Not satisfied

73
11. What is your view on price of HUL Pure it water purifiers?

□ Satisfied □Not satisfied

12. After rating above question your overall satisfaction towards HUL Pure it services?

□ Highly Satisfied □Average

□ Dissatisfied □Strongly Dissatisfied

13. What makes you unaware about Pure it?

□ Least advertisement □ Least publicity
□ Others.
(If other then mention____________________________)

14. Why you are not using HUL Pure it?

□ Lack of awareness □ poor quality
□ High price □ Poor services

15. How likely are you to recommend HUL Pure it to a relative?

Would you say the chances are?
□ Excellent □ Very good
□ Good □ Fair
□ Poor

16. Give your suggestions to help in serve you better

(_________________________________________)

74