Water Purifier PDF
Water Purifier PDF
Water Purifier PDF
INTRODUCTION
The aim of marketing to meet and satisfy target customer's needs and wants.
But "knowing customers" is never simple. Customers mat state their needs and
wants but act otherwise. They may not be in the touch with their deeper
motivations. They may respond to influence that change their mind at the last
minute.
Nevertheless, marketers must study their target customer's wants,
perceptions, preferences and shopping and buying behavior. Such study will
provide clues for developing new products, products features, prices, channels,
messages, and other marketing mix elements. This chapter will explore the buying
dynamics of consumers, and the next chapter will explore the buying dynamics of
business buyers.
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CATEGORIES OF BUYERS:
Buyers can be classified into two major categories, consumers in the
household sector, and industrial and institutional buyers. Consumers in the
household sector but goods and services for use in the process of carrying out
activities, administrative and other institutional functions. Such buyers belong to
four major sectors, namely, producers (industry), resellers (trade), Government and
other institutions.
For analyzing the behaviour of buyers in any market, it is necessary to
understanding its essential feature. A useful framework for this purpose has been
suggested by kotler which we shall use here. According to this framework, a
marketer should seek answers to four basic questions for understanding buyer
behaviour. These are: What does the market buy? Why does it buy? Who buys?
And How does it buy?
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external or environment influences such as family, social groups, cultures,
economic and business influences.
To achieve better understanding of the consumer behaviour study of those
discipline which may provide some explanations to 'Why people behave as they
do?" is required. Such disciplines are economics, sociology, psychology, and
anthropology. Economics explains consumer behaviour in relation to economic
factors. Sociologists and cultural anthropologists advanced explanation concerning
the influences of family and group behaviour upon individual behaviour, the
diffusion of new products and areas.
(Innovations) : among various groups, and the impact of culture on its members.
Psychologists explanation of how people learn about product and services, the
motivation that underlines buying behaviour and the perceptions individuals have
of themselves and products that buy, lie in the realm of psychology. The external
and internal forces influences interact in highly complex ways, affecting
individuals total pattern of behaviour as well as his buying behavior.
BUYING PROCESS :
2. Information Search :
After need arousal, the consumer tries to solve it and gathers the sources and
information about the product.
Depending upon the intensity of need, it produces two states of individuals.
The first state is called heightened attention when the consumer becomes more
receptive to the information bearing on the need and its signification.
If need is more intense, the individual enter a state of active information
search and he tries to collect more information about the product, its key attributes
qualities of various brands and about the outlets where they are available. There
are four consumers information sources:
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c. Public sources (mass media, consumer rating organisations)
3. Evaluation behaviour :
Having collected the information, the consumer clarify and evaluate the
alternatives. There is, unfortunately no simple and single evaluation process use by
all consumers or even by one consumer in all buying situations. The most current
process of evaluation is to judge the product largely on a conscious and rational
basis. Various considerations form the part of judgment such as product attributes ,
importance weights, brand image, utility function for each attributes, the attitude
etc. After evaluation of various alternatives, he takes the decision to buy.
4. Buyer :
The buyer is the person who actually purchase. Buyer may to be decider or
he may be some other person. Children (decider) are the deciders for purchasing
the toys, but purchases are made by the parents.
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5. User :
User is the person who actually uses or consumer the services or products.
The marketer's task is to study the buying process and its main participant and their
role in the buying process. He should initiate all of them of make the purchases of
his product at different stages and through different strategies.
Influencer Decider
User
Attributes
of others
Unanticipated
Situational
Factors
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5. Purchase Decision:
The marketer must consider these factors and should try to provoke the
feeling of risk in the consumer and attempt to provide information and support that
will help him.
After buying and trying the product the consumer will feel some level of
satisfaction or dissatisfaction and level of satisfaction depends very much on the
expectation and the products perceived performance. If the product matches up to
his expectations, the consumer is satisfied; if it exceeds, he is highly satisfied, and
if it falls short of expectations, he is dissatisfied. Consumers form their expectation
on the basis of messages and claims sent out by the seller and other communication
sources.
These are the following four different roles that persons can play in a buying
decision:
1. Initiator: The initiator is a person who first suggest or thinks of the idea
of buying the particular product. For example, publisher of a book on marketing
management initiates the professor to ask the students of his class to purchase the
book. Here publisher is the initiator, the first person to initiate the buying process.
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Factors influencing consumer behaviour :
A) Cultural factors :
ii) Sub culture : Each culture will contains smaller groups of sub culture
that provide more specific identification and socialization for its members. This
sub culture divisions are certain social culture and demographic variables like
nationality, religion, geographic locality, cast, age, sex etc. and they may have
certain distinct tastes, preferences and even life styles.
iii) Social class : It is a very special class which involves the members of
different casts are reared for certain roles and can nor their cast membership. They
shows distinct product and brand preferences in purchased decisions hence they
can influence the buying behaviour
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B) Social factor :
ii) Role and status : A person is a member of many groups - family, clubs,
organisation etc. And the person’s position in each group can be defined in terms
of role and status.
c) Personal factors :
i) Age & stage of life cycle : The people’s choice of goods and services
changes over their life time this change can be observed right from the childhood
to maturity specially tests and preference related to cloths, luxury goods, and
recreation activities.
ii) Occupation : The persons occupation has direct effect on his choice of
goods and services. It depends on his income, economical to luxurious goods.
C) Psychological factors :
For the purchase of understanding consumer buying behaviour four major
psychological determinants-motivation, perception, learning, and beliefs and
attitudes.
i) Motivation : It can be said to be the inner drive that is sufficiently
pressing and directs the person to seek satisfaction of the need. Satisfaction of the
need reduces the felt tension.
ii) Perception : Perception is the process of selecting organizing and
interpreting or attaching meaning to events happening in environment. Perception
depends not only on the character of physical stimuli but also on the relation of the
surrounding field and on the actions thoughts, feelings etc. within the individual.
People emerge with different perception of the same stimulus.
iii) Learning : When the people act, they learn. Learning describes changes
in an individual behaviour arising from experience most humanbehaviour is
learned. Learning theorists say that persons learning is produced through the inter
play of drives, stimuli, cues, response and reinforcement.
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iv) Beliefs and attitudes : Through the learning people acquire certain
beliefs and attitude and in turn this influences their buying behaviour.
A belief is thought that person holds about something. People act based on
their beliefs. This beliefs helps in building up the products and brand images.
An attitude can be said to be persons enduring favorable or unfavorable
cognitive evaluation, emotional feeling and actional tendencies towards some
object or idea. Attitudes make people to behave in a fairly consistent way towards
similar objects. People do not interpret and react to everything in a fresh way. Thus
marketer should try to link his products into existing attitudes rather than trying to
change people's attitudes.
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4. Existence of contradictory motives : Sometimes there is conflict in
motives in such cases it becomes very difficult to tell which particular motive
influences the consumers buying. For example a lady preaches against fashionable
goods and makes huge wastage on luxuries, uses costly lipstick herself when she
moves out in society.
5. Dynamic nature of buying motives : Buying motives are constantly
changing with the changes in income, habits, fashions, taste, time and
circumstances. The motives, which influenced the buying some time before, might
not hold good today. The organization should be always on the lookout for
changing new motives.
6. Consumers personality : The personality of the consumer is also not
always the same. It undergoes a constant change. The information gathered by
sampling method in regard to buying motives sometimes before might altogether
change change after some time. Decision making on the basis of such information
once for all might not be justified.
7. Imperfect techniques : Research techniques have not yet been evolved to
provide perfect data to base our conclusions and therefore, their reliability is
doubtful.
Taking the above difficulties in view, it should not understand that the study of
buying motives is quite useless. Projective techniques have been developed to
make the buying motives understandable.
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CHALLENGES TO THE TRADITIONAL CONCEPTS
The word market conjures up two distinct images. On one hand, it is the
locus of exchange where a firm trades goods and services to the consumers for
money. On the other hand, the market is an aggregation of consumers, both of
these images of the market are challenged by the concept of co-creation of value.
Value exchange and extraction were the primary functions performed by the
market, which was separated from the value creation process.
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The hunter has become learn that they; too can extract values at the
traditional point of exchange. On line auctions for hotel rooms and airline
reservations are just one example of this growing phenomenon.
The popularity of business such as Bay suggests that the auction is
increasingly serving as the basis for pricing goods and services online. From
customer's perspective, the advantage of the auction process is that prices truly
reflect the utility to that customer, at given point in time, of the goods and services
being purchased. That doesn’t necessarily meant that prices are lower, only that the
customer pays according to her utility rather than according to the company’s cost
of production.
Traditional pricing won’t disappear entirely. In many circumstances it is the
most convenient and appropriate from of pricing. But as customers become more
knowledgeable and increasingly aware of their negotiating clout, more business-
from auto makers to cosmetic surgery clinics- will feel pressure to adopt an
implicit (not explicit) negotiation. As auction is one approach to this negotiation
process. Armed with knowledge drawn from today’s increasingly transparent
business environment, customers are much more willing than in the past to
negotiate prices and other transaction terms with companies.
We are moving in the world in which customers can access their own value
to the firm and use this knowledge in negotiation. Managers everywhere must
accept the idea that they are now price takers as well as price makers.
But more important with individuals co-creation experiences. An individual
customers willingness to pay becomes a faction of the co-creation experiences. As
we have emphasized, products and services are not the basis of value. Rather,
value is embedded in the experiences co-created by the individuals in an
experience environment that company co-develops with consumers. Thus, the new
framework puts the spotlight squarely on consumers company interaction as the
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center of value creation. Because there can be multiple points of interaction
anywhere in the system (including the traditional point of exchange), this new
framework implies that all the points of consumer company interaction may
become the locus of value creation.
Hence, our view of value creation challenges both images of a market as an
exchange of product and service offerings and as an aggregation of consumers.
Traditional economics focuses squarely on the exchange of products and
services between the company and the consumer, placing value extraction by the
firm at the point of exchange as the heart of business management. In the co-
creation view, all points of interaction between the company and the consumer are
opportunities for both value creation and extraction.
Co-creation also challenges the view of the market as an aggregation of
consumers who must select from what the firm decides to offer. In the new value
creation space, business managers have at least partial control over the experience
environment and the networks that build to facilitate co-creation experiences. But
they cannot control how individuals go about co-constructing their experiences.
The new paradigm, therefore, forces us to move away from viewing the
market as aggregation consumers and as a target for the firms offerings.
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The market as a forum :
In the emerging of market, the focus is on consumer company interaction the
roles of the company and the consumer coverage. The firm and the consumer are
both collaborators and competitors… collaborators in co-creating value and
competitors for the extraction of economic value. The markets as a whole becomes
inseparable from the value creation process.
Co-creation converts the market into a forum where dialogue among the
consumer, the firm, consumer communities and the networks of firms can take
place.
We must view the market as a space of potential co-creation experiences in
which individual’s constraints and choices define their willingness to pay for
experiences. In short, the market resembles form co-creation experiences.
We have already seen the implications of the changing role of the consumer
for the value creation process and the concept of market. Evolving consumer
communities are an integral part of experience networks for creating value.
Focusing on points of consumer company interaction means that companies must
address the heterogeneity of interactions as never before.
Further, companies must innovate compelling experience environments that
enable individuals to personalize their interactions. Managers must co-shape
expectations with consumers. Finally consumers have a role in co-shaping
experiences with the firm, co-shaping expectations and experiences are critical to
move to the opportunity space of experiences of one.
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Evolving communities of consumers :
Traditional industry structure makes dialogue between consumers and
businesses distant and difficult. Dealers, distributors, and retailers serve as
intermediaries between producers and consumers, separating them more than they
link them.
For example, automobile firms sell luxury cars for $ 40,000 and up while
having little or no direct contact with the consumer. Dealers vary greatly in their
understanding of consumers-their aspirations, concerns and needs. Market research
is at best an indirect way to learn about consumers.
When there is dialogue with consumers it often centers on solving
consumers problem as in help centers. Even more important, because firms the
traditional consumer also lack the ability to communicate with other consumers
around the world. Consumers are isolated from each other.
This is now beginning to change. A few progressive firms are starting to
recognize that they must engender dialogue with networks of consumers playing
active role in co-creating and co-existing value- as co-developers, collaborators,
partners, investors, competitors and negotiators.
In the coming years, this trend spread to more and more industries.
Connected, involved and empowered consumers will increasingly engage in
dialogue with multiple firms as well as with other consumers.
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Chapter 2
COMPANY PROFILE
OVERVIEW
KENT is ISO 9001:2008 certified and has been at the forefront of innovation. It
has grown to be a strong organization with offices across India and most
importantly, millions of satisfied customers to its credit worldwide.
With a purpose to give good health to one and all, KENT is the best guardian of
your family’s health!
VISION
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purify the water we drink, the food we eat and the air we breathe, and thus help
people live healthier.
MISSION
AT KENT WE VALUE
Customers
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fairness and develop relationships based on trust. Our core values and
philosophy are the foundation for every business decision we make.
TeamWork
We are team players and team builders. We openly communicate across all
levels of organization because we believe that success can be achieved
through collective efforts committed to achieving common defined goals.
Our employees are encouraged to participate in the decision making process
and we believe that teamwork leverages one’s individual strengths.
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With decline in quality of water, UV RO technology has become imperative for
every household in India. UV RO is the only technology that can effectively kills
bacteria and viruses for water. Kent the best double purification technology
Salient features:
• Double purification by RO+UF+UV+TDS Control
• Water purifier with the capability to retain essential natural minerals by TDS
Controller.
Why KENT:
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make 100% safe water. This technology not only removes the dissolved impurities
along with bacteria and viruses but also ensures retention of essential natural
minerals.
Pioneer in bringing revolutionary Reverse Osmosis (RO) technology to
India, KENT started its operations from Noida, India in 1999. Despite a humble
beginning, today KENT is a strong organization with offices spread across India.
Most importantly, today KENT has lakhs of satisfied customers to its credit
worldwide.
Filtronics systems incepted in the year 2005 has become the leading
distributor, service provider and retailer of water purifying equipments. Numerous
product categories like Kent Mineral RO Water Purifiers, Kent UV Technology
Water Purifiers, Kent UF Gravity Water Purifiers, Kent UF Tap Water Purifiers,
Kent Vegetable & Fruit Purifier, Water Softeners, Alfaa, Kenstar, Whirlpool and
numerous other categories are offered by us at reasonable prices.
Since the time of establishment not so many years have been passed, our
firm is proving itself to be the leader in the field of water purifying. Pure drinking
water is not available in many developing countries; millions of people face the
shortest of pure drinking water and the water that has been available to them is
badly contaminated and not safe for drinking. That ultimately led to numerous
diseases related to the impure water.
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Product range
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Chapter 3
Maharashtra state, Central India. Wardha River flows near the city. Chandrapur
was the capital of the Gond dynasty from the 12th to the 18th century and was later
conquered by the Maratha Bhosles from Nagpur. It formed part of the British
Central Provinces from 1854 until Indian independence in 1947. The tombs of the
Gond kings and several temples are in the town. The district Chandrapur was
earlier known as ‘Chanda’ according to tradition and legend the name of the place
Chandrapur. During the British colonial period it was called Chanda district, which
was again changed to its original name ‘Chandrapur ‘ around 1964. Other places of
the region in ancient times inclIn ancient times Chandrapur included Vairagad,
Kosala, Bhadravati and Markanda. Hindu and Buddhist kings are said to have
ruled the area for a long time, Later on Gonds overtook Mana Naga Chiefs who
ruled Chanda around 9th century and Gond Kings ruled the area till 1751 after
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In the 18th century, the district became part of the dominions of the Bhonsle
the Bhonsle state of Nagpur became a princely state of British India. In 1853, when
the Bhonsle Maharaja died without a direct male heir, the British annexed the
kingdom, which became the Nagpur Province of British India. Nagpur Province
was merged into the newly- constituted Central Provinces in 1861. Chandrapur
comprised the three tehsils: Viz Mul, Warora and Bramhpuri. In 1874,
however, the upper Godavai district of Madras was abolished and four tehsils were
zamindari tract from Chandrapur district was transferred to newly formed districts
in 1907. In the same year an area of about 1560 square kilometers comprising three
divisions of the lower Sironcha tehsil (namely Cherla, Albak and Nugir) were
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After India’s independence in 1947, the former Central Provinces became
the new Indian state of Madhya Pradesh. No major changes occurred in the
The Indian states were reorganized along linguistic lines in 1956, and the
In the same year, Rajura tehsil, a part of Adilabad district of Hydrabad state,
district in 1959. The district became part of the Maharashtra since its creation in
development the district was again divided into Chandrapur and Gadchiroli
DEMOGRAPHY:
occupational structure sex ratio etc. The total geographical area the district
Chandrapur is 10,655 km² of which 10,521 km² is rural and 174 km² is urban. The
average no of inhabited villages per tehsil comes to about 105. According to the
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latest Census 2001, the total population of Chandrapur district was 20,71,101
persons of which 14,06034 persons (67.89%) were residing in rural areas and
6,65,067 persons (32.11%) were in urban areas. In 1991 Chandrapur had 2.24% of
state population over 3.72% of its area and in 2001 it came down to 2.14%.
GEOGRAPHY:
division and forms the eastern part of ‘Vidharbha’ region. It is located between
19.30’ N and 20.45’ N latitude and 78.46’E longitude. It is the easternmost district
Wardha on the northern side, Yavatmal on the western side, Gadchiroli on the
eastern side and Adilibad district of the Andhra Pradesh on the southern side.
Physiographically, the district is situated in the Wainganga and Wardha river basin.
The eastern and western boundaries of the district are well defined by the rivers
an area of 11,443 km² which constitutes 3.72 percent of the total area of the state.
80.9 E longitude.
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Owing to the geographical location and physical features, the climate of the
district can be classified as a tropical hot climate with a high range of temperature
throughout the year. Primarily there are two prominent seasons in the district - the
very hot summer and moderate winter. The summer months are very hot and
prolonged while winter is short and mild. The monsoon season starts immediately
after summer and lasts until late September. The southwest monsoons bring a lot of
rainfall during rainy season and there is no drought-prone area in the district.
CLIMATE:
comparatively warmer than the north, which ranges between 29.6°C and 14.6°C.
The lowest recorded temperature in the north is 3°C and 8°C in the south. The
daily mean temperature starts rising from the month of February, and May is the
peak summer month when mean maximum temperature goes up to 43°C and
2009, the temperature of Chandrapur has crossed 49°C in the month of may. In
severe heat conditions, the temperature is among the highest temperatures in the
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South Asian region. However, temperature starts reducing after May due to the
onset of the monsoon, which lasts from June to September when it is hot and
humid.
The average annual rainfall is about 1420 mm. The eastern part
receives more rainfall than the west. The average number of rainy days is 60 to 65
throughout the district. The relative humidity is very high during monsoon season,
which exceeds 70%, but after monsoon season it goes down rapidly and in summer
it is only 20%.
The prominent wind direction is from south to north. In summer the wind
direction is from east to south and, during the monsoon, from south to east. During
winter, the wind direction changes from north to east. Frequently it is characterized
by the blowing of wild and violent winds, heralding the approach of the hot season
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Chapter 4
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Chapter 5
1) This study will be helpful to know choices of the customers while they
2) The study will try to focus on various water purifier brands available in
Chandrapur city.
3) The study will determine who is the market leader in case of water purifiers.
4) The study will try to give some suggestion to increase the sale of Kent water
purifiers.
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Chapter 6
HYPOTHESIS
1) The customers in Chandrapur are well aware about the various brands of
water purifier.
2) The consumers are aware about the waterborne diseases and need of water
purifier.
4) Wife always think that they need water purifier in home than husbands.
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CHAPTER 7
RESEARCH METHODOLOGY
The universe constitutes all the buyers who have visited to home appliances
shop for the purchase of water purifier through adoption of convenience sampling
technique a sample of 60 persons were selected from the different places in
Chandrapur city. Therefore the sample size is 60. The required information has
been collected from the both sources of data. The secondary data has been
collected from standard text books and the primary data has been collected directly
from sample respondents through interview method and with the help of structured
questionnaires.
Primary Data :
ii) Panel Research : Consumer panel or dealer panel for testing and
comments.
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i) Survey :-
ii) Observation :-
iii) Experiments :
Secondary data :-
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5) Specialized marketing intelligence service such as advertising agencies.
4) It must be impartial
2) It is quicker to attained
What other have learned, return and put into print constitutes of information
examination of secondary data is the simplest and procedure of research. The
experienced researcher always consults available secondary data sources first
especially in the earlier process of investigation. Entire preliminary investigation is
usually based on secondary data. Its unit cost is very low.
iv) Questionnaire :
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gathered by asking questions to persons who are thought to have desired
information, it is called questionnaire technique also.
Sampling Design
Sample size
It is the substantial portions of the target population that are sampled achieve
reliable results. - customer taken 60
Sampling technique
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Chapter 8
DATA ANALYSIS AND INTERPRETATION
38
Interpretation :
The above table shows the majority of respondent having P.G. qualification
30% of respondents have P.G. qualification while S.S.C., H.S.S.C., U.G. studies
respondents are in the percentage of 15% respectively. It indicated that all the
respondent of urban markets are literate and graduates majority of respondents are
females and majority of respondents are undergraduate indicating that there is no
inequality between boy and girl for studying in cities.
3 to 5 lacks 20 33.33
Total 60 100.00
Interpretation :
The table revels that 65% respondents are earning income above Rs.
1,50,000 followed by the remaining other information. Form the above analysis it
can be concluded that the majority of water purifier buyers are having income
more than Rs. 3 lacks.
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1. Family size of the respondents :
(no. of member)
5-8 15 25.00
Total 60 100.00
8.33%
25%
less than 5
66.67% 5 to 8 member
more than 8
Interpretation :
The above table shows 66.66% of respondent's families are nuclear
consisting of less than 5 members, 5-8
5 8 member families are 25% and 8.33%
families are extended consisting of more than 8 members. Majority respondent’s
families are nuclear families indicating that small family happiest family.
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2. Do you use water purifier?
Yes 36 60.00%
No. 24 40.00%
Total 60 100.00%
40%
Yes
60%
No
Interpretation:
The table revels that the majority of the total respondents (60%) are
expressed that they use the water purifier at home and 40% from it do not have
water purifier at home.
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3. Do you think of having water purifier in your home ?
Yes 60 100.00%
No. - -
Total 60 100.00%
0%
Yes
No
100%
Interpretation:
The table revels that the all the respondents (100%) expressed that
they need a water purifier at home.
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4. Why do you think water purifiers are necessary?
Other - -
Total 60 100.00%
7.67% 0%
Bacteria & virus free
water
25.00%
Disease free water
67.33%
Unnecessary mineral
remover
other
Interpretation :
The above table shows 67.33% of respondent's think that the water purifier
helps in purification of Bacteria and Virus from water. 25% of respondents think
that the water purifier provides the disease free health while the remaining thinks
that the water purifier removes the necessary minerals from water.
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5. Are you aware of different water borne diseases?
Yes 60 100.00%
No. - -
Total 60 100.00%
0%
Yes
No
100%
Interpretation:
The table revels that the all the respondents (100%) expressed that
they aware of different water borne diseases.
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6. Do you think some important bacteria and minerals are lost by using
purifiers?
Yes 12 20.00%
No. 50 80.00%
Total 60 100.00%
20%
Yes
No
80%
Interpretation:
The table revels that the all the respondents (20%) expressed that
water purifier is the remover of some important bacteria and minerals but the
remaining (80%) does not think so.
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7. Which of the following preference brand to purchase water purifier?
Aquaguard 06 10.00%
Kent 36 60.00%
Pureit 12 20.00%
Nakasa 03 05.00%
Other. 03 05.00%
Total 60 100.00%
5% 10%
20% Aquaguard
Kent
Pure
Pure-it
60% Nasaka
Other
Interpretation :
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8. Source of Information :
T.V. 35 58.33%
Friends 05 8.33%
Dealers/Retailers 10 16.66%
Total 60 100.00%
16.66%
8.33% T.V.
58.33% Newspaper/Magazines
16.66%
Friends
Dealers/Retailers
Interpretation :
The table exhibits that most the respondents (58.33%) came to know about
the Kent Water Purifier through T.V. followed by the newspaper/Magazines,
Dealers/Retailers and friends with 16.66% and 8.33% respectively.
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9. Which is the most preferable type of water purifier ?
Electrical 48 80.00%
Non-Electrical. 12 20.00%
Total 60 100.00%
20%
Electrical
Non--Electrical
80%
Interpretation:
The table revels that the majority of the total respondents (80%) are
expressed that they prefer electrical water purifier at home and 20% from it’s
prefer non-electrical
electrical water purifier at home.
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10. Who put the idea to purchase Kent water purifier ?
Wife 28 46.66%
Husband 21 35.00%
Total 60 100.00%
18.33%
46.67%
Wife
Husbund
35%
Both
Interpretation :
It is necessary to know the purchase of Kent water purifier in family it will
helpful for adverting majority of the respondents (46.66%) husbands with
discussion, indicating that there is no dominance of husbands in decision aid that
purchasing decision taken wives, 18.33% of respondents said that purchased
decision taken by both wife and husband the remaining 35% of respondents
confined that husband take decision.
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11.Which of the following factor you considered important while
purchasing Kent water purifier.
Price 09 15.00%
Quality 06 10.00%
Purification 45 75.00%
Total 60 100.00%
15%
10%
Price
Quality
75%
Purification
Interpretation :
The table exhibits that most the respondents (75%) consider purification is
the main factor while purchasing Kent water purifier, 15% consider price the
main factor while purchasing Kent water purifier & 10% consider quality the
main factor while purchasing
purchasin Kent water purifier
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12. If non availability of Kent Water Purifier in the shop :
Non availability of Kent Water Purifier from the preferred shop, what will
be the position of buyer is as shown in below :
Total 60 100.00%
16.67%
50% Try for Another shop
33.33% go for another brand
Postpone buying
Interpretation :
The table revels that the majority of the total respondents (50%) are
expressed that they will try Kent Water Purifier from other shop 33.33%
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13. Do you think income level influence the buying behaviour ?
Yes 51 85.00%
No 9 15.00%
Total 60 100.00%
15%
Yes
No
85%
Interpretation :
The table exhibits that most the respondents (85%) considered that the
income level influence the buying behaviour while 15% does not think so that.
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CHAPTER 9
Conclusion:
1. The study reveals that majority of the respondents are aware of various
brands of water purifier.
2. The age group in between 31 years to 50 years accounts the highest 54.67
percent of the sample respondents.
3. Majority of respondents are having U.G. qualifications.
4. With regard to family size the study reveals that majority of the
respondents families are nuclear (consisting of less than five members)
5. Respondents who having income above Rs. 1, 50,000 are the major
buyers of water purifier product.
6. T.V. media is the important source of information since majority of the
respondents are aware about water purifier through this media.
7. Almost all the sample respondents prefers branded products and if their
favorite brand is not available in the one retail store they will go another store and
their favorite brand is not available in the market respondents are ready to postpone
their buying decision.
8. With regard to decision maker the study reveals that majority of the
respondents said that purchasing decision taken by the wives, followed by both
wife and husband with discussion.
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Suggestion
2. Even till date, majority of the Indian housewives feeling that the water
purifier is not a necessary product, so companies have to try to explain necessity of
the water purifier to trigger primary demand.
3. Quality and brand name are two important factors which are considered
while purchasing a home appliances product. Hence companies have to provide
quality and they have tried to build brand name.
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BIBLIOGRAPHY
WEBSITES
www.Yahoo.com
www.google.com
www.indiantelevision.com
www.researchandmarkets.com.
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ANNEXURE
QUESTIONNAIRE FOR THE SURVEY
Name :- ____________________________________________
Address :- ________________________________________________
Gender :- Male Female
Age :- _______________________
Job Profile :- _______________________
Qualification :- _______________________
1. How many members in your family?
a) Less than 5 b) 5 to 8 c) more than 8
2. Do you use water purifier?
a) Yes b) No.
a) Yes b) No.
4. Why do you think water purifiers are necessary ?
a) Yes b) No.
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7. Which of the following preference brand to purchase water purifier?
d) Nakasa e) Other.
8. Source of information :
a) Yes b) No.
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