A PROJECT REPOR OF

“A STUDY ON RETAILER BUYING BEHAVIOUR OF PACKAGE DRINKING

WATER WITH SPECIAL REFERENCE TO BISLERI”

A project report submitted in partial fulfillment of the requirements for the award of the Degree
of Master of Business Administration (MBA) in NERIM Group of Institutions under Dibrugarh
University & approved by AICTE
Submitted By

BHARGAB GOSWAMI

MBA 3RD SEMESTER

Roll No.22-20

UNDER THE GUIDANCE OF

ORGANISATIONAL GUIDE INSTITUTIONAL GUIDE
Mr. Rintu Bharadwaj Mr. Soumen Nandi
Corporate Sales Manager Assistant Professor
Bisleri Food And Beverages Dept. Of Business Administration
Guwahati (ASSAM) NERIM Group of Institutions

Guwahati - 22

NERIM GROUP OF INSTITUTION

Padma Nath Sarmah Bhawan Joyanagar, Khanapara Guwahati-781022
 DECLARATION

I Bhargab Goswami, hereby declare that this project entitled: "A STUDY ON RETAILER
BUYING BEHAVIOUR OF PACKAGE DRINKING WATER WITH SPECIAL REFERENCE TO
BISLERI" has been prepared by me during the year 2020-2022 and is submitted in partial
fulfillment of the requirement for the award of degree in Masters in Business
Administration (MBA) of dibrugrah University.

This project report has not been submitted earlier for the award of any other Degree
/Diploma from Dibrugarh University or any other University.

Date:

Place: Guwahati Bhargab Goswami

Registration No:
 ACKNOWLEDGEMENT

I take this opportunity to thank that entire person, whose constant guidance, support and
help, have appreciated me to see the face of completion of this project. Preparing a project
is tedious task and I was fortunate enough to get support from a large number of people to
whom, I shall always remain grateful. At the very outset, I would like to convey my
heartiest thanks to our respected Chairman Sir Dr. Z.N Sarmah and Director Madam Prof.
(Dr.) Sangeeta Tripathi, who have given us this opportunity to do the project. I herewith
take this opportunity to convey my sincere thanks to my organizational guide Mr. Rintu
Bhoradwaz for helping me throughout the project. I would also like to thank my
institutional guide Mr. Soumen Nandi for giving me the opportunity to do the project
under his supreme guidance and for his valuable suggestions and a supportive attitude
throughout the course of my project. Last but not least, I would like to thank all my friends
and family members for their support and help during the preparation of the project.

Bhargab Goswami
 EXECUTIVE SUMMARY
Name of the Organization: BISLERI FOOD AND BEVERAGES

1. Name of the topic: "A Study On Retailer Buying Behaviour Of Package Drinking Water
With Special Reference To Bisleri’’

2. Organisational Guide: Mr. Rintu Bhoradwaz

3. Institutional Guide: Mr. Soumen Nandi

4. Duration of the Project: 2 Months

5. Location of the Study: Bisleri, Chandmari, Ghy

6. Prepared by: Bhargab Goswami

7.Objective:

 To study on the retailer buying behavior

 To know the positive and negative aspects towards the brand
 To know the category of Bisleri bottles preferred by the retailers

8. Research Methodology:

Source of data Collection:

 Primary Data: With the help of questionnaire

 Secondary Data: Website, journals

Analysis Techniques: The various tools used in the research are pie charts and tables with
the help of Microsoft Excel.

Research Type: Descriptive in Nature.

 CONTENTS
SL. NO. CONTENTS PAGE NO.

1 Certificate i.
2 Declaration ii.
3 Acknowledgement iii.
4 Executive summary iv.
5 List of tables v.
6 List of figures vi.
CHAPTER 1 INTRODUCTION PAGE NO.
Part A About Industry 1-3
1.1 About food and beverages industry: its
history, growth and prospects
1.1.1 History of food and beverage Industry
1.1.2 Growth of food and beverages Industry
1.1.3 Prospects of food and beverage Industry in
India
Part B Company Profile 4-7

1.2. About Bisleri

1.2.1 History of Bisleri
1.2.2 Organizational Chart
1.2.3 Mission of Bisleri
1.2.4 Vission of Bisleri
1.2.5 Quality Policy of Bisleri
1.2.6 Product and service profile
1.2.7 Competitors of Bisleri
1.2.8 Future prospects of Bisleri
1.2.9 Organizational structure
Part C About Subject 8
1.3 About retailer buying behaviour
1.3.1 Retailing
1.3.2 Retailer buying Behaviour
1.3.3 Types of retailers
 CHAPTER 2 RESEARCH 9-11
METHODOLOGY
2.1 Tittle of the study
2.2 Statement of the
problem
2.3 Objective
2.4 Scope of the study
2.5 Research type
2.6 Source of data
2.7 Sample design
2.8 Tools of data collection
2.9 Plan of analysis
2.10 Reference period
2.11 Limitation of the study
CHAPTER 3 DATA ANALYSIS AND 12-22
INTERPRETATION
Analysis and
interpretaion
CHAPTER 4 SUMMARY OF FINDINGS 23-24

Findings
CHAPTER 5 RECOMMENDATIONS AND 25-27
CONCLUSION
Annexure 28-32
 LIST OF TABLES
TABLE NO. NAME OF THE TABLE PAGE NO.

1. Years of experience as a 13
retailer
2. Number of years of dealings 14
with Bisleri
3. Reasons for choosing Bisleri 15
over other Brands
4. Level of Satisfaction from 16
the products of Bisleri
5. Number of stocks 17
maintained by the
Enterprise
6. Purchase of Brand 18
7. Category of Bisleri product 19
preferred by Retailers
8. Expect from the Bisleri 20
product
9. Opinion From Health point 21
view on Bisleri Product
10. Opinion on pricing of Bisleri 22
product
 LIST OF FIGURES
FIGURE NO. NAME OF THE FIGURES PAGE NO.

1. Years of experience as a 13
retailer
2. Number of years of dealings 14
with Bisleri
3. Reasons for choosing Bisleri 15
over other Brands
4. Level of Satisfaction from 16
the products of Bisleri
5. Number of stocks 17
maintained by the
Enterprise
6. Purchase of Brand 18

7. Category of Bisleri product 19

preferred by Retailers
8. Expect from the Bisleri 20
product
9. Opinion From Health point 21
view on Bisleri Product

10. Opinion on pricing of Bisleri 22

product
 CHAPTER 1
INTRODUCTION
Chapter-1 : INTRODUCTION

PART: A – ABOUT INDUSTRY

1.1 BAOUT FOOD AND BEVERAGES INDUSTRY: ITS HISTORY, GROWTH

AND PROSPECTS :

1.1.1: HISTORY : The history of Food and Beverages is as old as humans themselves.
However, there is no such major change till the 19th century, when Louis Pasteur
developed pasteurization and Nicholas appert invented canning. Through these processes
food was made a product that could be was made a product that could be preserved and
packaged for later use.

World War II prepared a fertile ground for innovations in the food industry. Rationed food
and regulated prices led to development with better preservatives and flavouring agents.
This paved the way for instant foods.

A major development in the food industry was due to improvement in distribution .Before
industrial revolution, people consumed food and drinks mainly from local markets. But,
development in transportation and cold storage facilities, food can be taken to stores
anywhere.

Food and Beverages is the biggest of the consumption categories. India's foods and
beverage category constitutes about 40% of its Consumer Packaged Goods (CPG) industry.
This sector was valued at $15 billion in 2012.

The packaged food industry comprises of baked goods, convenience food, dairy, and
confectionaries. Biscuits (cookies) are one of the most popular baked goods in India. India-
based Parle, Britannia Industries Ltd, are some of the leading companies specialized in
baked goods and dairy products. The convenience food segment includes frozen meals,
packaged snacks, and ready-to-cook foods. India-based Mother Dairy's Safal Fruits &
Vegetables is the most prevalent frozen food product. Prominent international brands in
this segment includes Nestlé's Maggi instant noodles and ready-to-eat meals, PepsiCo's
Lay's and Kurkure snacks, and Hindustan Unilever Ltd.'s Kissan condiments, juices, and
jams.

India is also the largest producer and consumer of mil in the world. Majority of dairy
segments are contributed through the local vendors. India-based Amul provides milk-
based products such as ghee, an ingredient used in traditional Indian meals.Nestle is a
popular choice of milk substitutes, buttermilk etc.

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Packaged water is increasingly prevalent as the Indian population does not trust the
quality of municipal water. Parle Agro's Bisleri, PepsiCo's Aquafina, Coca-Cola's Kinley and
Tata's Himalaya are the most well-known brands.

1.1.2: GROWTH OF FOOD AND BEVERAGES INDUSTRY:

The Indian food industry is poised for huge growth, increasing its contribution to world
food trade every year. In India, the food sector has emerged as a high-growth and high-
profit sector due to its immense potential for value addition, particularly within the food
processing units.

Accounting for about 32 per cent of the country's total food market, The Government of
India has been instrumental in the growth and development of the food processing
industry.

The Indian food and grocery market is the world's sixth largest, with retail contributing 70
per cent of the sales. The Indian food processing industry has also been ranked fifth in
terms of production, consumption, export and expected growth. It contributes around 8.39
per cent of the Gross Value Added (GVA) in agriculture and 8.80 per cent of GVA in
manufacturing, 13 per cent of India's Exports and sis per cent of total industrial
investment. As per 2017, the Indian gourmet food market was valued at US$ 1.3 billion and
is growing at a Compound Annual Growth Rate (CAGR) of 20 per cent. India's organic food
market is expected to increase by three times by 2020.

The online food ordering business in India is also growing at a faster pace. With online food
delivery players like zomato, uber eats,swiggy building scale through partnerships, the
organised food business has a huge potential and a promising future. Revenue in the Online
Food Delivery segment is projected to reach US$270,317m in 2021. Revenue is expected to
show an annual growth rate (CAGR 2021-2025) of 10.39%, resulting in a projected market
volume of US$401,391m by 2025.

Revenue in the Food & Beverages segment is projected to reach US$8,325m in 2021.
Revenue in the Food and Beverage industry in India is expected to show an annual growth
rate (CAGR 2020-2024) of 14.2%, resulting in a market volume of US$1,264m by 2024. Top
five online stores by Commerce net sales in food and beverages segment are
naturesbasket.co.in, grofers.com, tredyfoods.com,amazon.in

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1.1.3 PROSPECTS OF FOOD AND BEVERAGES INDUSTRY IN INDIA:
Going forward, the adoption of food safety and quality assurance mechanisms such as Total
Quality Management (TQM) including ISO 9000, ISO 22000, Hazard Analysis and Critical
Control Points (HACCP), Good Manufacturing Practices (GMP) and Good Hygienic Practices
(GHP) by the food processing industry offers several benefits. It would enable adherence to
stringent quality and hygiene norms and thereby protect consumer health, prepare the
industry to face global competition, enhance product acceptance by overseas buyers and
keep the industry technologically abreast of international best practices.

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PART:B –COMPANY PROFILE:

1.2: ABOUT BISLERI: Bisleri is a brand of bottled water operating under beverage
industry in India. Bisleri has 60 per cent market share in packaged drinking water in India.
Product range comprises of two variants: Bisleri with added minerals & Bisleri Mountain
Water. It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5 litres, 2
lites, 5 litres, 20 litres. Its operations run throughout the subcontinent of India and are one
of the leading bottled water supplying companies in India.

1.2.1HISTORY OF BISLERI:

It was originally an Italian company created by Felice Bisleri, who first brought the idea of
selling bottled water in India. Bisleri was then introduced in Mumbai in glass bottles in two
varieties- bubbly & still in 1965. Parle bought over Bisleri (India) Ltd. in 1969 and started
bottling water in glass bottles under the brand name 'Bisleri' The brand name Bisleri is so
popular that it is used as generic name for bottled water. Later, Parle switched over to PVC
non-returnable bottles & finally advanced to PET containers. In 1995, Ramesh.J.Chauhan
started expanding Bisleri operations. In 2003 Bisleri announced its venture to Europe.
After that Ramesh.J.Chauhan sold his stake to Wakharikar & Sons, but all operations were
taken care by Ramesh.J.Chauhan.

1.2.2: ORGANIZATIONAL CHART: In this part we are going to discuss about the
organization structure and marketing strategies of Pale Bisleri. We have taken Mintzberg's
organizational configuration as reference. Mintzberg suggests that there can be six
organizational structures depending upon the environment. We can observe that the

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company operates in a dynamic environment and has simple processes. So the company is
more suited to have a CEO controlled structure. The company follows the Decontrolled
structure. The Chairman and founder of the company Mr. Ramesh Chauhan controls and
directs all the organizational processes. The company follows a centralized decision
making and all strategic decisions are taken by the Chairman. The company has grown over
the year under the leadership and vision of Mr. Ramesh Chauhan. The present organization
structure is suitable as the company has single product and the centralized decision making
enables flexibility to changing conditions which is necessary for the success of the
organization.

1.2.3: MISSION OF BISLERI: To provide the highest quality product, keeping in mind
all aspects including freshness, purity and safety, and making it easily available to the
consumer at a very affordable price.

1.2.4:VISION OF BISLERI: It is to be the dominant player in the branded water

business where the second player is less than 20% of our business also, to expand and be a
leader in the premium beverage category.

1.2.5: QUALITY POLICY OF BISLERI: A symbol of goodness, trust and purity, Bisleri
has been a household name for decades. A leader in its category, it is the most trusted
brand of mineral water in India. Having a strong presence with 125 operational plants (13
owned) and a strong distribution network of 3000 Distributors & 5000 Distribution trucks
across India & neighbouring countries, Bisleri stands true to its promise of providing safe,
healthy and pure mineral water to consumers for the last 50 years.

Quality policy is a document developed by the management to express the directive of the
top management with respect to quality. Some of the quality policies of Bisleri are:

 A Bisleri for Everyone And Every Occasion- Bisleri's promise of goodness comes
in multiple sizes that are just right for various occasions. Bisleri250ml and Rockstar
300ml are perfect companions for party, lunch boxes etc, whereas Bisleri 1L and 2L
keeps you and your family going for the day and quenches thirst on the go and so on.
 Bisleri Labels in Regional Languages - In 2017 Bisleri launched labels in regional
languages across India, and became the first in this category to do so. India being
multilingual country, people prefer communication in their local language too.
Hence, move aimed to connect with local people in different markets and help them
to identify and relate to the brand in languages they understand. It would also help
consumers to recognize the genuine Bisleri bottles. Labels were released in several
local languages like Hindi, Marathi, Assamese, Malayalam, Gujarati Punjabi, Tamil,
Telugu, and Bengali etc.

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  Socially Responsible- Bisleri makes a conscious effort to keep the environment
safe and healthy. It says- It is our constant endeavour to give back to the
environment and the community at large. As a part of social responsibility, Bisleri
have started several initiatives such as: Plastic Recycling, Rain Water Harvesting and
Ozone Treatments, and several awareness programs are also organized.
 Bisleri Goes Green- Bisleri changed its blue label to green in 2006. The change to
aqua green colour was recommended to set Bisleri apart from other water bottled
water brands available in blue package. It was also in line with increasing global
interest in ecology and green earth concepts. It knew that the small players would
easily change to green but the global brands will not.
 5 Litres Rocking Bottle- it is specially designed for convenience. Easy and spill-free
pouring is one of the main advantages of this pack size. It is convenient for usage in
showrooms, hospitals, hostels etc.
 500ML Pack- Bisleri was first in the category to launch the 500 ML pack size. The
size is an outcome of detailed consumer research which indicated a need for the
product that quenches thirst at once. This pack is ideal for conferences, events etc
and also looks presentable and can be a hygiene option for both guest and children.
 Delivering Highest Quality Products- Bisleri Mineral Water is not just an ordinary
bottle of water. Each drop of Bisleri water is a promise of goodness that goes
through rigorous 10 STEP quality process and 100+ tests. Bisleri have own quality
testing labs that ensure that every Bisleri product is made as per quality guidelines
set by the Bureau of Indian Standards (BIS).

1.2.6: PRODUCT AND SERVICE PROFILE:

"It is a compliment being generic to the category, but its not very good when consumers
think any mineral water brand is Bisleri". Bisleri, a product established in India by Ramesh
Chauhan, chairman of Parle Aqua Minerals has become a generic brand. Bisleri was the first
marketed bottled water in totally virgin market. The brand has become synonymous with
mineral water; consumers accept any brand offered by the retailer when they ask for
Bisleri. 40 So far Ramesh Chauhan's Bisleri enjoys the largest market share of 56% in the
Rs 3000 crore mineral water market and is growing at the rate of 180% per annum. Annual
sales of Bisleri have touched to Rs 1500crores. In seventies, "Bisleri" was the only mineral
water which had rational presence and the sale was to the tune of approximately one
hundred thousand cases valued at about Rs 60 lacs.

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1.2.7:COMPETITORS:

PRODUCT BRAND
Kinley Coca-Cola
Aquafina PepsiCo Pvt. Ltd.
Himalayan Water Tata Group

1.2.8:FUTURE PROSPECTS OF BISLERI:

After dominating the Indian mass packaged drinking water market with 60 per cent share,
BISLERI is all set to make a splash abroad. In the next few months, it will start exporting
BISLERI Mountain Water to take on the likes of French brand Evian in the premium
packaged drinking water space. "Now that we have launched Bisleri in a new hexagonal
bottle, it is getting a lot of appreciation. We will soon be launching it in Europe and America
in 2- 3 months time," says chairman, Bisleri international, Ramesh Chauhan. Chauhan says
Bisleri is aiming for at least $3 to 4 million of sales in the first year. However, Bisleri isn't
eyeing the lucrative foreign market alone. The Tata's too, want to go abroad with the
Himalayan Mountain Water brand.

1.2.9: ORGANIZATIONAL STRUCTURE:

In this part we are going to discuss about the organization structure and marketing
strategies of Parle Bisleri. We have taken Mintzberg's organizational configuration
depending upon the environment. We can observe that the company operates in a dynamic
environment and has simple processes. So the company is more suited to have a CEO
controlled structure. The company follows the Decontrolled structure. The Chairman and
founder of the company Mr. Ramesh Chauhan controls and directs all the organizational
processes.

The company follows a centralized decision making and all strategic decisions are Taken
by the Chairman. The company has grown over the year under the leadership and vision of
Mr. Ramesh Chauhan. The present organization structure is suitable as the company has
single product and the centralized decision making enables flexibility to changing
conditions which is necessary for the success of the organization.

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PART:C –ABOUT SUBJECT:

1.3:ABOUT RELAILER BUYING BEHAVIOUR:

1.3.1 RETAILING:
Retailer also convey ideas, suggestions and complaints of consumers to company. From
this very fact we can conclude that how important is a retailer or middleman both to
company as well as to consumers.

Retailer is the main point where a company can follow push and pull strategy is marketing.
Reasonable sales incentives, fair treatment, proper discounts and other required
allowances to the retailers proves to be a tool to boost sales and motivate retailers which
ultimately enhance the building of brand image.

Retailing includes all the activities in selling goods and services directly to final consumers
for personal, non-business use. Retailer or retail store is any business enterprise whose
sales volumes come primarily from retailing.

1.3.2:RETAILER’S BUYING BEHAVIOUR:

Retailer behaviour is the study of how he purchases, how he sells, how they get feedback
from consumers and after that he came to conclusion about particular company. It is a
subcategory of marketing that element from different fields. It attempts to understand the
buyer decision making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics, psychographics and behavioral variables in an
attempt to understand people wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in generals. By understanding
the consumer, we will be able to make a more informed decision as to which strategy to
employ.

1.3.3: TYPES: The Most important retail stores type are:

 Departmental Store
 Specially store
 Super market
 Warehouse Store

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 CHAPTER 2
RESEARCH METHODOLOGY

Page | 9
CHAPTER 2- RESEARCH METHODOLOGY:

2.1:TITTLE OF THE STUDY: A STUDY ON RETAILER BUYING BEHAVIOUR OF

PACKAGE DRINKING WATER WITH SPECIAL REFERANCE TO BISLERI”

2.2:STATEMENT OF THE PROBLEM: It has been seen that due to low profit margin
retailer doesnot want to buy this product and also having problem with companies
distribution channels. The lack of understanding between retIailer and the companies, the
retailer behavior towards any product shift as faster pace, thus leading to fall off in the
brand image in the eyes of the retailer and customer as well.

2.3: OBJECTIVE:
 To study on the retailer buying behavior
 To know the positive and negative aspects towards the brand
 To know the category of Bisleri bottles preferred by the retailers

2.4:SCOPE OF THE STUDY: The study is about retailer’s buying behavior of

package drinking water with special reference to Bisleri. Its is restricted of the area of
field survey within guwahati. The main scope of the study is to analyse the buying behavior
of the consumers regarding water bottle, their preferences, likes, dis-likes, their views
regarding retailer, factors influencing their decision, so that a detailed information can be
obtained and necessary changes can be made to attract more consumers.

2.5: RESEARCH TYPE: The project study is descriptive in Nature.

2.6: SOURCES OF DATA:

A. Primary Data: It will be Collected with he help of questionnaire

B. Secondary Data: It will be collected through Magazines, journals, websites .

2.7:SAMPLE DESIGN:
A. Sample Population: Retailers within Guwahati Reegion.

B. Sample Size: The Total sample size for the survey will be 100

C. Sample Area: The survey will be conducted within Guwahati region.

2.9: TOOLS OF DATA COLLECTIONS: Primary data will be collected with the help of
Questionnaire and Secondary data from various books, magazins and websites.

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2.10:PLAN OF ANALYSIS: Each question will be analyzed using percentage and
observing written down based on the responses given by respondence. Diagram Like pie
chart will be include in the analysis.

2.11:REFERENCE PERIOD: Duration For 2 Months.

2.12: LIMITATION OF THE STUDY:

 Time has been a constraint.
 Some of the retailers were indifferent to answer the questions in the
questionnaire.
 The study has been centered to only to 100 retailers rather than taking responses
from the total population.
 The study is based on the response of the retailers and is assumed that they are
honest in their response.

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 CHAPTER 3
DATA ANALYSIS AND INTERPRETATION

Page | 12
CHAPTER 3:DATA ANALYSIS AND INTERPERTATION:
Table 3.1

Years of experience as a retailer

No of year No of respondents Percentage (%)

0-1 years 10 10%
1-2 years 30 30%
2-3 years 20 20%
More than 3 year 40 40%
total 100 100%
Source: Primary Data

Analysis: From the above it is seen that 10% retailers’ have an experience of 0-1 years.
30% of the people have an experience 1-2years. 40% of people have a decent amount of
experience of 2-3years, 20% of people have experience as a retailer of more than 3years

No. of Respondents
0-1 year 1-2 year 2-3 year More than 3 year

10%

40%

30%

20%

Fig 3.1 Years of experience of retailers

Interpretation: From the pie chart we can conclude that majority of the people have an
experience of more than 3 years as retailers.

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 Table- 3.2
Number of years of dealings with Bisleri

No of years No of Respondents Percentage (%)

0-1 years 10 10%
1-2 years 15 15%
2-3 years 30 30%
More than 3years 45 45%
Total 100 100%
Source: Primary Data

Analysis: From the above it is seen that 10% retailers have been during with Bisleri from 0-
1 years. About 15% have been dealing from 1-2 years. Another 30% have been dealing
from 2-3 years and 45% of the retailers have been dealing for more than 3years.

No. of Respondents
0-1 years 1-2 years 2-3 years More than 3years

6%
9%

17%

69%

Fig. 3.2 Number of years of dealing with Bisleri

Interpretation: From the above pie-chart, it is clearly seen that 45% of retailers have been
dealing for more than 3 years.

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 Table- 3.3
Reasons for choosing Bisleri over other brands

Preferences No of Respondents Parentage (%)

Quality 50 50%
Price 10 10%
Brand image 30 30%
Service 10 10%
Total 100 100
Source: Primary data

Analysis: From the Above table it is clearly seen that 50% respondents prefer Bisleri for
quality. Another 10% respondents choose for its price, 30% for brand image and10% for
service.

No of Respondents
Quality Price Brand Image Service
10%

30% 50%

10%

Fig. 3.3 Reasons for choosing Bisleri over other brands

Interpretation: From the pie diagram it is concluded that 52% of respondents choose
Bisleri for its services.

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 Table 3.4
Levels of Satisfaction from the products of Bisleri

Level of satisfaction No of Respondents Percentage (%)

Highly Satisfied 45 45%
Satisfied 35 35%
Not satisfied 20 20%
Total 100 100%
Source: Primary data

Analysis: From the above table it can be concluded that 45% no. of respondents are
satisfied, another 35% people are satisfied. And 20% no. of respondents is dissatisfied with
Bisleri products.

No. of Respondents

Dissatisfied
20%

Highly Satisfied
45%

Satisfied
35%

Fig. 3.4 Level of satisfaction from the products of Bisleri

Interpretation: From the above pie chart it can be concluded that retailers are satisfied
with Bisleri products.

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 Table- 3.5
Number of stocks maintained by the Enterprise

Maintenance of stock No. of Respondents Percentage (%)

Very high 16 16%
High 44 44%
Average 30 30%
Low 6 6%
Very low 4 4%
Total 100 100%
Source: Primary Data

Analysis- From the above table it can seen that 16% of respondents maintains very high
level of stock, where as 44% respondents maintain high level of stock. 30% of respondents
maintain average level of stock, 6% maintains low stocks and 4% respondents maintain
very low stocks.

No. of Respondents
Very high High Average Low Very low

4%
6% 16%

30%

44%

Fig. 3.5 Number of stocks maintained by the enterprise

Interpretation- From the above pie chart it can be concluded that maximum retailers
maintains high level of Bisleri i.e. 44%

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 Table- 3.6
Purches of Brand

Brands No of Respondents Percentage (%)

Bisleri 41 41%
Baily 29 29%
Aquafina 13 13%
Others 17 17%
Total 100 100%
Source: Primary Data

Analysis: From the above table it has been seen that retailer purches Bisleri brand are 41%,
Baily is 29% , Aquafina 13% , And Tata 17% and retailers purchasing Others brands is 17%

No of Respondents
Percentage

41%

29%

17%
13%

Bisleri Baily Aquafina Others

Fig. 3.6Purchase Of brands

Interpretation- From the column diagram it is conclude that 41% of retailers purchase
Bisleri Brands for services.

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 Table 3.7
Category of Bisleri Product preferred by Retailers

Category of Bisleri No of Respondents Percentage(%)

Half litre 33 33%
Onelitre 25 25%
Two litre 17 17%
Five litre 10 10%
Tweenty litre 15 15%
Total 100 100%
Source: Primary Data

Analysis: From the Table it is seen that the retailers mostly preferring Half bottle of Bisleri
are 33%, 1 litres is 25%, 2 litres is 17%, Five litres is 10% and Tweenty litres is 15%.

No of Respondents
35%

30%

25%

20%

15%

10%

5%

0%
Half litre Onelitre Two litre Five litre Tweenty litre

Percentage

Fig 3.7: Category of Bisleri product prefrred by Retailers

Interpretation- From the above chart it can concluded that 33% retailers prefer half litre of
Bisleri that is majority while On litres and two litres 25% and 17%. Ten litres bottles are
least prefer that is 10%

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 Table 3.8
expect from Bisleri Product

Option No of respondents Percentage(%)

Discount 57 57%
Promotional activities 16 16%
Others 27 27%
Total 100 100%
Source: Primary Data

Analysis: From the above table we can see that 57% retailers expect for discount, 16%
retailers are expect promotional activities, and 27% Others.

NO of Respondents
Discount Promotional activities others
27%

57%

16%

Fig 3.8: Expect From the Bisleri Product

Interpretation- From the above Pie diagram it can conclude maximum respondents expect
the discount of the product. Whereas Only 16% and 27% retailers expected others.

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 Table 3.9
Opinion from Health point of view on Bisleri product

Opinion No of Respondents Percentage(%)

Healthy 78 78%
Un- healthy 22 22%
Total 100 100%
Source: Primary data

Analysis: From the above table it is seen that 78% respondents said Bisleri product are
healthy and 22% respondents said it to be Un-healthy.

No of Respondents
Un-healthy
22%

Healthy
78%

Fig 3.9: Opinion From Health point view On Bisleri Product

Interpretation: From the above pie chart it can be concluded that the most of the
respondents found bisleri product to be healthy , while only a small percentage of
respondents found the bisleri product to be Un-healthy.

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 Table 3.10
Opinion on pricing of Bisleri product

Opinion No of respondents Percentage(%)

Highly satisfied 57 57%
Satisfied 29 29%
Not satisfied 16 16%
Total 100 100%

Source: Primary Data

Analysis: From the above table it is seen that 57% of respondents are highly satisfied of the
pricing of bisleri product . Other 29% are satisfied and 16% are not satisfied on the pricing
of Bisleri products.

No of Respondents
Not satisfied
16%

Highly satisfied
56%
Satisfied
28%

Fig 3.10: Opinion On pricing of Bisleri Product

Interpretation: From the above pie chart we can analyzed that the people are highly
satisfied with the pricing of the product that is 56% and satisfied is 28% that are almost
close to each other.

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CHAPTER 4
FINDINGS

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Chapter 4 : SUMMARY OF FINDINGS
FINDINGS:
1. It is seen that 40% of people have a decent amount of experience of 2-3years.
2. It is seen that 45% of the retailers have been dealing for more than 3years.
3. 50% of people prefer Bisleri for Quality.
4. 45% people are highly satisfied with the product of Bisleri.
5. 44% of people maintain high level of stock.
6. It has been seen 41% retailer purches Bisleri Brand.
7. It is seen that the retailers mostly preferring Half bottle of Bisleri are 33%.
8. 57% retailers expect for Discount.
9. It is seen that 78% respondents said Bisleri product are healthy.
10. 57% of respondents are highly satisfied of the pricing of bisleri product.

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 CHAPTER 5
RECOMMENDATIONS AND CONCLUSION

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CHAPTER 5 RECOMMENDATION AND CONCLUSION:
RECOMMENDATION:
It is very difficult to give suggestions. But as the research study demands, some of the
suggestions that are given by the respondents are –

1. Profit margin of the product is less that is why retailers could not store more stocks
even if they are willing to. Thus profit margins should be increased .
2. It is noticed that several times the distributors do not supply the required resources
on time. Thus, some actions on this matter should also be taken.
3. It is found from the study that majority of the respondents were not aware of the
quality of bisleri products, so it is up to Bisleri that how they are going to aware
those people through their strategies.
4. We found out that retailers are not getting required amount of supply. Company or
Distributor should look into these matters very seriously, if retailers not getting right
amount of supply from the bisleri than it will effect the company.
5. Bisleri target only few shops or places, instead of targeting only few shops they
should cover all those shops which are able to buy Bisleri product.
6. Company should hire professional workers, who knows how deal with people, how
to negotiate with retailers or customers to buy their products.
7. Company can change their bottle design. It will also attract customer to buy it.
Because now a days people buy things which looks good.

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CONCLUSION:

From the survey conducted on the Retailers buying behavior of package drinking
water with special reference to Bisleri” it can be said that retailers have a very good
perception towards Bisleri products. High stock maintenance, making services of
Bisleri a reason of preference over other brands, having an option that Bisleri
products are better when seen from health point of view indicates that Bisleri is one
of the leading mineral water brands and is highly preferred by both the retailers and
customers.

Bisleri also maintains a better policy which indicates that retailers as well as
customers both contributes towards the growth of the brand image and market
share of Bisleri.

Retailers buying behaviour is a broad topic and has many factors, whole could not
be covered within a limited duration. Thus it can be concluded that retailers have
both positive and negative behaviour towards the brand.

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ANNEXURE

Page | 28
QUESTIONNAIRE:
I have prepared a questionnaire for collecting information regarding the ‘A study on
retailers buyning behaviour of package drinking water with special reference to bisleri’’.
Thus I request you to your valuable comments for the following questions which will be
held confidential and only be used for the sole purpose of academic requirements.

Personal details:
 NAME OF THE RETAILERS/ STORE: ……………………………………………………………
 GENDER: MALE FEMALE
 AGE: ……………………………….
 CONTACT NUMBER: ………………………………………..
 ADDRESS: ……………………………………………..

1. How many years of experience do you hold as a retailer?

a) 0-1 years
b) 1-2 years
c) 2-3 years
d) More than 3 year
2. How long are you dealing with Bisleri product?
a) 0-1 years
b) 1-2 years
c) 2-3 years
d) More than 3 years
3. Why do you choose Bisleri Brand?
a) Quality
b) Price
c) Brand image
d) Service
4. Are you Satisfied with the products of Bisleri?
a) High Satisfied
b) Satisfied
c) NotSatisfied

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5. How much stock does your store Maintains?
a) Very High
b) High
c) Average
d) Low
e) Very Low
6. Which Brand do you purches more?
a) Bailey
b) Bisleri
c) Aquafina
d) Others
7. Which Category of Bisleri Bottles are most preferred by the retailers?
a) Half litre.
b) One litre.
c) Two litre.
d) Five litre.
e) Ten litre.
8. What do You expect from Bisleri Product?
a) Discount
b) Promotional activities
c) Others
9. What opinion do you have on Bisleri Product from health point of view?
a) Healthy
b) Un-healthy
10. What opinion do you have about pricing of Bisleri product?
a) High Satisfied
b) Satisfied
c) Not Satisfied

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BIBLOGRAPHY:

BOOK:
1. Banting, P.M. and Blenkhorn, D.L (1988) "The mind of the retail buyer' Management
Decision, 26(6): 29-36.
2. Kothari CR & Garg Gaurav ‘ Research Methodology’- Methods & techniques,s’’pub.
By New Age Internationsl Publisher, Edition 4th .

WEBSITES:
1. http://www.careerizma.com/industries/food-and-beverage/
2. www.bisleri.com
3. www.wikipedia.com
4. http://www.stastista.com/outlook/374/119/online-food-
delivery/india#market-globalRevenue

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