A PROJECT REPORT ON

A Study on marketing mix & competitive analysis of Pure it (HUL)

Submitted By:

Mayank Dubey
PGDM-II
UNDER THE GUIDANCE OF

(Channel Sales Officer)

IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF

Mr. Mohit Dutta

POST GRADUATE DIPLOMA IN MANAGEMENT (Marketing & Finance)

Cerebral Heights Institute of Management & Communication

DECLARATION
I, Mayank Dubey, a student of PGDM-II studying at CHIMC(Cerebral Heights Institute of Management & Communication), Indore, solemnly declare that the project work titled- A Study on Marketing Mix & competitive analysis of Pure it (HUL) was carried out by me at Hindustan Unilever Limited; Jabalpur, in partial fulfillment of the PGDM programme.This programme was undertaken as a part of academic curriculum according to the University rules and norms and by no commercial interest and motives.

Place: Jabalpur Date

Mayank Dubey PGDM-II

CERTIFICATE
This is to certify that the project entitled A Study on marketing mix & competitive analysis of Pure it (HUL) has been carried out by Mayank Dubey under my guidance in partial fulfillment of the Post graduate Diploma of management from CH Institute of Management & Communication. Name of the student- Mayank Dubey Date Place Jabalpur Signature & Seal

Mr. Mohit Datta Channel sales officer Hindustan unilever, Jabalpur

ACKNOWLEDGEMENT

I feel great pleasure for the completion of this project. At the very outset I would express my sincere thanks and deep sense of gratitude to personnel who helped me during the collection of data and gave me rare and valuable guidance for the preparation of this report. I am thankful to Prof Sumit Maru, Chairman of CHIMC and Prof Girish Bhatiya, PGDM Co-ordinater for giving us such a wonderful opportunity to work with corporate as a part of our project work and constantly motivating right from the beginning. I take this opportunity to express my deep sense of gratitude and appreciation to my project guide Mr. Mohit Datta (Channel sales officer, Hindustan Unilever Ltd) for assistance, motivation, and being a continual source of encouragement for me. I would like to thank, Mr. Sudheer, Territory Sales Officer(TSO), HUL Pure it Jabalpur, for always helping me right from the beginning of the Project. I am thankful to my project guide Mr. Rahul Sharma, KAE(Key Account Executive) for his timely guidance, cooperation and encouragement. I take opportunity to thanks all my friends and also thank all people who directly or indirectly concerned with this project. I also express my gratitude to my parents who give a constant support and love throughout my life and career. MAYANK DUBEY

CONTENTS
1. Chapter No. 1
Scope of Market Research Objectives Scope of the Study Significance of the Study

2. Chapter NO. 2
Company Profile Home Care Brands Personal care Brands Food Brands Water Purifier Industry Profile Water Purifier Companies in India

3. Chapter No. 3
Research Methodology Data Collection Direct Marketing

 Selling Strategy Adopted Marketing Mix Limitations of the Study

4. Chapter NO. 4
Competitive Analysis of Pure It List of Competitors Feature Comparison

5. Chapter No. 5
Finding & Interpretation Cross Tabulation

6. Chapter No. 6
Recommendations Bibliography Annexure (Questioner)

CHAPTER-1
7

Scope of Market Research

Many people think that marketing research is just a consumer survey, asking consumers about certain product or services. Though consumer research is an integral part of marketing research, the latter is quite a pervasive activity, covering the various types of marketing problems that confront the marketing manager. There are various discussion confined to the market research which are as follows. Product Research Sales Research Customer Research Pricing Research Advertising Research

OBJECTIVES
The followings are the main objectives of this research project

How to increase productivity of sales in Kiosks

Competitive analysis of PURE IT

SCOPE AND SIGNIFICANCE OF THE STUDY

The project aims to get us out of the classroom and into the real world of companies/ competitors, markets, managers and customers. For me, it opens the way for walking into experiences. The ultimate goal of this research is enormous with its true sense. Physically and practically, it shows the potential for the company and me. The scope of the project helps in 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.

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 This project also helps to know how an organization works in real environment and under different market scenario.

Significance of Study:
The main purpose of study is to increase the productivity of kiosk (outreach) regarding HUL Pure it water purifiers. The survey was conducted in Jabalpur 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.

CHAPTER-2
11

COMPANY PROFILE
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 12

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 stockists, covering 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers. 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 ndia and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plus villages and 13

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 endeavours to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. 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.

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Home care brands

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

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Personal care brands

16

Companys 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.

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18

Food brands
HUL is one of Indias 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

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Water purifier
Pure It is the worlds 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 Its 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. Whats more, it doesnt 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. 20

Pure It-Blue

Pure It Maroon

Four purifier stages of Pure It

Pure it purifies your drinking water in four stages, beginning with the removal of visible dirt, followed by the removal of harmful parasites and pesticide impurities. Then, the harmful viruses and bacteria are removed and finally the water is rendered clear, odour less and great tasting by removing remaining impurities.

Water Purifiers offered by HUL

PURE IT MARVELLA

PURE IT AUTO-FILL

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PURE IT M05

PURE IT COMPACT

INDUSTRY PROFILE
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 diarrheal 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

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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 purifification and backpacking is an industy in itself in India.portable Version of Water purifiers are available for camping and haking.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.Thats where the water purifiers for home step in treatment of water by ozone also provides certain levels of purity.

Water Purifier companies in India

The main manufactures having the major share of the water purifiers are: Eureka Forbes Philips Kent Whirlpool Usha Brita Alfaa Godrej Hi-tech Jaipan Kenstar Maharaja Whiteline Orpat Zero B 23

Water Purifier Market in India 2010

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 clamour for proper standards.

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,

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growth drivers, issues and buying behaviour patterns. The cities covered in survey were, Delhi, Mumbai, Kolkata,Chennai, Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal.

CHAPTER-3
25

Research Methodology

TYPE OF RESEARCH:- Descriptive Research TYPE OF DATA COLLECTED:- Primary Data PRIMARY DATA COLLECTION METHOD:- Field Survey UNIVERSE OF THE STUDY:- The group of the area in which the study has to
be done. Here the universe that I have takes for my field survey in the Jabalpur city.

SAMPLE:- It is group of people selected from the universe for the study. SAMPLE SIZE:- 100 respondents. SAMPLE UNIT: Targeted People SAMPLING METHOD:- Convenience Sampling Method STATISTICAL TOOLS USED FOR ANALYSIS:Cross tabulation, Table, Charts, Graphs and pie- chart
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METHODOLOGY
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.

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DATA COLLECTION
1. Primary Data
(A).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. (B). Interview: - Apart from collecting different responses from the customers some extra information has been obtained through face to face interviewing activity.

2. Secondary Data
Secondary research was done to build an in-depth understanding of the kiosk(outreach) 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.

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3. Sampling methodology: The sampling methodology used is Non Probability sampling

technique-Convenience sampling (A non probability sampling technique that attempts to obtain a sample of convenient elements. The selection of sampling unit is left primarily to the interviewer)

4. Sample size: I had chosen 100 samples for the analysis. 5. Questionnaire: The questionnaire is formed in such a way that the information required
for the study is acquired from each item i.e. questions. Here I have used Nominal scale of measurement to measure the respondents responses with each of the series of the items in the form of statements. The respondents category range from housewives & working women to working men.

6. Sampling design:
I. Selection of study area: Jabalpur. Selection of Sample size: 100

Direct Marketing
Direct Marketing is a method which helps to create a direct connection with the potential consumer to obtain an immediate response and cultivate lasting consumer relationship. Hindustan Unilever limited is the company in India to doing direct marketing in water purifier. Today it is Asia largest direct selling organization. It has direct selling force touching 1.5 million Indian homes and adding 1000 customers daily. It has dealers and distributors across the country and operating in over towns and cities.

Advantages of Direct Marketing

It is easy, convenient and private. Provides more choice to the consumer Consumers can avail best price as there is no middle men involved. Helpful for the companies to build a close and direct relation with the consumer.

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 It saves the valuable time of the working and busy people.

Disadvantages of Direct Marketing

Consumer cant touch and feel the product before buying The scope of expansion is limited in this kind of marketing It has higher per person cost than other form of advertising. There is a great scope for misleading and deceiving customers by dishonest businessman. It may cause irritation to the consumer through unwanted mail and spam.

SELLING STRATEGY ADOPTED

Because of the low interest and since the product benefits needs to be demonstrated to the customers, conventional distribution was not viable. Hence Hindustan Unilever limited chose the less traveled Direct Selling route. The Hindustan Unilevers sales man in water division is called PWE. It has three streams for selling of product i.e. cold calls (door to door selling), outreach (Kiosk) and clinic (Hospital). It is a tough job for these salesmen who have to go through the "cold calls" to get a sale. At one point of time, because of the aggressive nature of these sales persons, people became scared even to listen to these sales persons. Now this aggression has mellowed down to a more professional sales approach.

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Selling Strategy adopted by company are, 1. Direct Selling- Door-to-Door Selling 2. Outreach (Kiosk) 3.Clinic (Hospital)

Product Segmentation
Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and price affordability. The water purifiers are classified as follows: (1)Pure it compact Rs 1000 /(2)Pure it M05 Model Rs 2000 /(3)Pure it Autofill Rs 3200 /(4)Pure it Marvella Rs 6900 /-

Marketing Mix
PRODUCT a) Easily available nationwide. b)Easy to handle. b) Low cost of maintenance and c) Multiple products launched for each product consumable. type. c) Best prices offered when compared to other competitors. PROMOTION PLACE PRICE a) Product price range divided into four segments to target different audiences.

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a)Active subscription immediately b) Right time installation of products c) Properly repair services against paid AMCs. d) Service during contract period

a) Urban educated India that cares for their family. b) Areas prone to diseases. C) Strategically chosen locations for catching the eye of potential consumers. d) Various stalls near market places

LIMITATION OF THE STUDY

Time is the major constraint in the study My Study is confined to 100 respondents.

Research is done only in some parts of Jabalpur

Respondents Fatigue. Researcher inexperience.

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CHAPTER -4
33

(Data Analysis)

Competitive analysis of Pure It

What is Competitive Analysis?
Competitive Analysis is a process of gathering and analyzing information about competitors, their practices, products, strengths and weaknesses and business trends in order to assess our position in the market and improve companys products and marketing strategies.

What is the purpose of Competitive Analysis?

In today's market, i must know what competitors are doing and what to do to stay ahead of the competition. Many businesses believe they are providing a good product to their customers, but do not have reliable information showing how customers perceive their product or how it compares to the competition.A Competitive Analysis performed by an unbiased third party is an

34

invaluable tool because it can help to company for identify ways to attract new customers, as well as keep the ones you have satisfied with companys products.

Strengths and weaknesses: How companys product stacks up against the competition and in what areas they have an edge over companys product and in what areas companys product is superior.

Identify competitors: Verify who your primary and secondary competitors are. Improvements: How and in what areas companys product, processes, and practices must be improved to meet market demands or to stay ahead of the competition.

Marketing: What improvements company needs to make in marketing approach company may want to highlight why their product is ahead of the competition, or the unique features that consumers desire.

How can Competitive Analysis help establish companys product as a market leader?
Competitive Analysis gives to company a realistic view of their competition and the opportunity to identify improvement in areas like customer services, and marketing claims. It can help to compare products prior to making their marketing and promotional decisions. Competitive Analysis will help accomplish the following:

Have a realistic view of company competition. Foresee market changes and demands. Identify ways to attract customers from companys competitors. Discover opportunities for improvement in companys business practices. Identify necessary changes in companys processes to meet market demands.

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Identify necessary changes in companys processes to reduce costs.

A List of Competitors
The analysis begins with a list of Hindustan Unilever Limited (HUL) of water division Pure its competitors. Most of the time, such a list is comprised of what company co-considers to be its chief competitors. However, there may be other companies that indirectly compete with HUL, ones that offer products or services that are aiming for the same customer capital. Hindustan Unilever Limited (HUL) of water division Pure its competitors in the market are:

1. Eureka Forbes Limited 2. Philips

3. Whirlpool 4. Kent 5. Usha Brita 6. Alfaa 7. Kenstar 8. Hi-tech 9. Zero B 10. Modi Durant 11. Hemkund 12. Godrej 13. Tata

Questions to ask
What questions should be asked when undertaking competitor analysis? 36

Who are companys competitors? What threats do they pose? What is the profile of competitors? What are the objectives of competitors? What strategies are competitors pursuing and how successful are these strategies? What are the strengths and weaknesses of competitors? How competitors are likely to respond to any changes to the way company do business?

Why companies analyze competitors?

Some businesses think it is best to get on with their own plans and ignore the competition. Others become obsessed with tracking the actions of competitors (often using underhand or illegal methods). Many businesses are happy simply to track the competition, copying their moves and reacting to changes.

Competitor analysis has several important roles in strategic planning:

To help management understand their competitive advantages/disadvantages relative to
competitors. To generate understanding of competitors past, present (and most importantly) future strategies. To provide an informed basis to develop strategies to achieve competitive advantage in the future. 37

 To help forecast the returns that may be made from future investments.

Sources of information for competitor analysis

How the sources of competitor information can be neatly grouped into three categories: Recorded data: this is easily available in published form either internally or externally. Good examples include competitor annual reports and product brochures; Observable data: this has to be actively sought and often assembled from several sources. A good example is competitor pricing; Opportunistic data: to get hold of this kind of data requires a lot of planning and organization.

What businesses probably already know their competitors?

Overall sales and profits Sales and profits by market Cost structure Market shares (revenues and volumes) Organization structure Distribution system Identity / profile of senior management Advertising strategy and spending Customer / consumer profile & attitudes Customer retention levels

What businesses would really like to know about competitors?

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Sales and profits by product Relative costs Customer satisfaction and service levels Customer retention levels Distribution costs Size and quality of customer databases Advertising effectiveness Future investment strategy

Strategy - competitive advantage

Competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices.

Feature Comparison
Compared with other available water purification methods, Pureit is by far the best option, in terms of safety, convenience and affordability. Key features Pureit Boiling process Removes harmful Viruses Leading UV Candle filter

inline purifier

Need to boil

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Removes harmful Bacteria Removes harmful

for 30-40 Min

Parasites(causes amoebiasis, diarrhoea, etc) End-of-life indicator Advanced Auto Switch-off Great taste Improves clarity Removes odour Doesn't need expensive gas Doesn't need electricity Doesn't need continuous tap water Doesnt need plumbing Doesn't need an expensive maintenance contract Low initial cost Low on-going cost

The above table shows that Pureits initial price of Rs. 2000 and the ongoing price of only Re. 1 for 4 litres of water is the most competitive offer in the market. This is because Pureit doesnt need expensive gas, doesnt need electricity, doesnt need maintenance.
Cost comparison across purification methods Method of purification paise/litre Cost of Pureit water 24 Cost of Pureit water 35 Cost of boiling water 47 40

Cost of leading UV in-line purifier Cost of 20 litres of leading bottled water brand Cost of 1 litre of leading bottled water brand

64 350 1200

CHAPTER5
(Finding & Interpretation)

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DATA PRESENTATION & ANALYSIS

The following data and information has been obtained through research activity. Frequency Table Table 5.1: Frequency and Percentage of the respondents who have water purifier Have a Water Purifier Yes No Total Frequency 48 52 100 Percent 48.0 52.0 100.0

Fig 5.1: Frequency and Percentage of the respondents who have water purifier

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INTERPRETATION

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The total no. of respondents includes in the research is 100.Out of 100 respondents, 48 % (48) of people have a water purifier and 52 % (52) people have not water purifier.

Table 5.2: Frequency and Percentage of respondents which company water purifier, you are using and will use Which Company Eureka Forbes HUL Pure it Kent Philips Whirlpool Any Other Total Frequency 50 14 10 10 7 9 100 Percent 50.0 14.0 10.0 10.0 7.0 9.0 100.0

Fig 5.2: Frequency and Percentage of respondents which company water purifier, you are using and will use

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INTERPRETATION

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Out of 100 respondents, the data of people are using water purifier and people are not using water purifier .Those people are not using water purifier, if they will buy ,they will buy only this companys product like Eureka Forbes,Hul,Kent,Philips,Whirlpool.50% (50),14% (14),10% (10),10%(10),7% (7),9% (9) of people are using and will use Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier. Table 5.3: Frequency and Percentage of respondents about electricity Electricity Yes No Total Frequency 72 28 100 Percent 72.0 28.0 100.0

Fig 5.3: Frequency and Percentage of respondents about electricity

PERCENTAG E

28 Yes No

72

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INTERPRETATION The above data tells about electricity of water purifier, that is the water purifier is working with electricity or without electricity. Out of 100 respondents, 72 % (72) of people have given their view that yes and 28 % (28) of people have given their view No. Table 5.4: Frequency and Percentage of respondents before buying product, know about the product or want to see demonstration Before Buying, know about Product Yes No Don't Know Total Frequency 78 12 10 100 Percent 78.0 12.0 10.0 100.0

Fig 5.4: Frequency and Percentage of respondents before buying product, know about the product or want to see demonstration

PRE T G E CNA E
8 0

FE UNY RQE C
7 0 6 0 5 0 4 0 3 0
7 8

1 0 1 2 Ys e N o Dn o 't Ko nw 7 8

Ys e N o Dn o 't Ko nw
1 2 1 0

2 0 1 0 0 Ys e

N o

Dn o 't Ko nw

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INTERPRETATION The above data has given, before buying the water purifier; people want to know the product or want to see demonstration of the product.78 % of people have given their view Yes, they want to know the product details.12 % of people have given their view No, they dont want to know the product details or product knowledge .10 % of people have given their view dont know. Table 5.5: Frequency and Percentage of respondents about taste good, odorless and looks clear TASTE GOOD,ODORLESS LOOKS CLEAR Yes No Don't Know Total FREQUENCY 80 9 11 100 PERCENT 80.0 9.0 11.0 100.0

Fig 5.5: Frequency and Percentage of respondents about taste good, odorless and looks clear
FE UNY RQ E C
8 0 7 0 1 1 9 N o Dn o 't Ko nw 8 0 Ys e 6 0 5 0 4 0 3 0 2 0 1 0 0 Ys e
9 1 1 8 0

PRE T G E CNA E

Ys e

N o

Dn o 't Ko nw

N o

Dn o 't Ko nw

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INTERPRETATION The above data has given the frequency and percentage of respondents about taste of water is good, odorless, looks clear. Out of 100 respondents, 80 % (80) of people have given their view YES. the taste of water is good, odorless and looks clear.9 % (9) of people have told NO, the taste of water is good, odorless and looks clear and 11 % (11) of people have given their view dont know about taste of water. Table 5.6: Frequency and percentage of respondents about cost of water purifier COST Rs. 1000- Rs. 5,000 Rs. 6,000- Rs. 10,000 Rs. 11,000- Rs. 15,000 More than Rs. 15,000 Total FREQUENCY 37 27 20 16 100 PERCENT 37.0 27.0 20.0 16.0 100.0

Fig 5.6: Frequency and percentage of respondents about cost of water purifier

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INTERPRETATION The above data has given about frequency and percentage of cost of water purifier. The percentage of people who are using or want to buy water purifier in the cost range Rs 1000- Rs 5000 was found 37 % (37).The percentage of people who are using or willing to buy water purifier in the cost range Rs 6000-Rs 10000 was found 27 % (27). The percentage of people who are using or willing to buy water purifier in the cost range Rs 11000-Rs 15000 was found 20 % (20). The percentage of people who are using or willing to buy water purifier more than Rs 15000 was found 16 % (16). Table 5.7: Frequency and Percentage of respondents about service after sales SERVICE AFTER SALES Yes No Total FREQUENCY 64 36 100 PERCENT 64.0 36.0 100.0

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Fig 5.7: Frequency and Percentage of respondents about service after sales

F REQUENCY
16 37 Rs. 1000Rs. 5,000 Rs. 6,000Rs. 10,000 Rs. 11,000Rs. 15,000 More than Rs. 15,000

20

27

51

FREQUENCY
70 60 50 40 30
64 36

PERCENTAGE
Yes No

36 20
10 0 Yes

Yes
No

No 64

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Fig 5.8: Frequency and Percentage of respondents about where to prefer to buy the water purifier

PERCENTAGE
30 49 Retail Outlet Franchisee Dealer Demo at your doorstep
50 40 30 20 10 0

FR Q E C E UN Y
R etail O utlet Franchisee D ealer D o at em your doorstep

49 30 21

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INTERPRETATION The above data has given frequency and percentage of respondents about where to prefer to buy the water purifier 1)Retail Outlet 2)Franchisee dealer 3) Demo at your doorstep. Out of 100 respondents, 49 % (49) of people prefer to buy water purifier from demo at your doorstep, 30 % (30) of people prefer to buy water purifier from retail outlet and 21 % (21) of people prefer to buy water purifier from franchisee dealer. Table 5.9: Frequency and Percentage of respondents about warranty of water purifier WARRANTY 6 Months 1 year 2 Year Total Frequency 43 40 17 100 Percent 43.0 40.0 17.0 100.0

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R et ai l F O ra ut nc le h t is ee D em D . .. o at yo u. ..

Fig 5.9: Frequency and Percentage of respondents about warranty of water purifier

P RE TG E CNA E
4 5 4 0 6 M nh ot s 1y a er 2Ya er 3 5 3 0 2 5 2 0 1 5 1 0 5 0 6M nh ot s 4 3

F E UNY RQE C

1 7 4 3 4 0

6M nh ot s 4 0 1y a er 2Ya er 1 7

1y a er

2Ya er

INTERPRETATION The above data has given frequency and percentage about warranty of water purifier. 43% (43) of respondents have given their view, 6 month warranty period of water purifier. 40 % (40) of respondents have given their view, 1 year warranty period of water purifier. 17% (17) of respondents have given their view, 2 year warranty period of water purifier. Table 5.10: Frequency and Percentage of respondents about what comes your mind first i.e. Price or Health & Safety or Both What comes your mind first Price Health & Safety Both Total Frequency 16 39 45 100 Percent 16.0 39.0 45.0 100.0

54

Fig 5.10: Frequency and percentage of respondents about what comes your mind first i.e. Price or Health & Safety or Both

PR E T G E CNA E
16 Price 45 H ealth & Safety Both 39

5 0 4 0 3 0 2 0 1 0 0 Price 1 6

Fe u ny r qec
Price 4 5 H ealth & S afety B th o

3 9

H ealth & S afety

B th o

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 100 respondents, 45 % (45) 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 39 % (39).Percentage of respondents who are concern about only price was found 16 % (16). Table 5.11: Frequency and Percentage of respondents about market activities Market activities Road Show Visual Merchandising Others Total Frequency 55 30 15 100 Percent 55.0 30.0 15.0 100.0

55

Fig 5.11: Frequency and Percentage of respondents about market activities of Pure it

F E UE C RQ NY
60 50 40 30 20 10 0 Road Show Visual Merchand ising Others 30

PRE T E CN

15

Road Show Visual Merchan dising Others

55 30 15

55

INTERPRETATION T he above data has given frequency and percentage of respondents about market activities of Pure it i.e. Road show, Visual Merchandising and others. Out of 100 respondents, 55 % of respondents have given their view, they see the road show of HUL product that is Pure it water purifier. Percentage of respondents who have given their view about visual merchandising was found 30 % (30) and 15 % (15) of respondents have given their view other activities conducted by HUL company.

Ro a isu d S h al M ow er ch a.. . O th er s

CROSS TABULATIONS

56

Table 5.12: Cross tabulation between Company and Taste of water WHICH COMPANY Eureka Forbes Hul kent Philips Whirlpool Any Other Total Tastes good ,odorless ,looks clear Yes 45 9 9 8 4 5 80 No 1 2 1 1 2 2 9 Dont Know 4 3 0 1 1 2 11 50 14 10 10 7 9 100 Total

Fig 5.12: Cross tabulation between Company and Taste of water

57

INTERPRETATION 1. PERCENTAGE WITHIN COMPANY

A.

Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward taste of water is good, odorless and looks clear was found, Yes 90 % (45), No- 2% (1), Dont know- 8% (4)

B.

Hul : Among the total 14 Pure it (Hul) users

The view of Hul users toward taste of water is good, odorless and looks clear was found, Yes 64.3 % (9), No- 14.3% (2), Dont know- 21.4% (3)

C.
found,

Kent : Among the total 10 kent users

The view of Kent users toward taste of water is good, odorless and looks clear was Yes 90 % (9), No- 10% (1), Dont know- 0% (0)

D. Philips Among the total 10 Philis users

58

The view of Philips users toward taste of water is good, odorless and looks clear was found, Yes 80 % (8), No- 10% (10), Dont know- 10% (10)

F. Whirlpool: Among the total 7 Whirlpool users

The view of Whirlpool users toward taste of water is good, odorless and looks clear was found, Yes 51.1 % (4), No- 28.6% (2), Dont know- 14.3% (14.3)

G. Any Other: Among the total 9 any other water Purifier users
The view of any other Water purifier users toward taste of water is good, odorless and looks clear was found, Yes 55.6 % (5), No- 22.2% (2), Dont know- 22.2% (2)

2.

PERCENTAGE WITHIN TASTE OF WATER

A. Yes: Among the total 80 respondents for whom the taste of water is good, odorless and looks
clear.

The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5) respectively.

B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and
looks clear

The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2) respectively.

C. Dont know : Among the total 11 respondents ,they dont know

the taste of water is good,

odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1), 18.2 % (2) respectively.

Table 5.13: Cross tabulation between Company and Service after sales Which Company Service after sales Total

59

Yes Eureka Forbes Hul Kent Philips Whirlpool Any Other Total 30 9 8 7 5 5 64

No 20 5 2 3 2 4 36 50 14 10 10 7 9 100

Fig 5.13: Cross tabulation between Company and Service after sales

60

INTERPRETATION 1. PERCENTAGE WITHIN COMPANY

A.

Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward service after sales was found, Yes 60 % (30), No- 40% (20)

B.

Hul: Among the total 14 Hul users

The view of Hul users toward service after sales was found, Yes 64.3% % (9), No35.7% (5)

C.

Kent : Among the total 10 Kent users

61

The view of Kent users toward service after sales was found, Yes 80 % (8), No- 20% (2) D.Phillips: Among the total 10 Phillips users The view of Phillips users toward service after sales was found, Yes 70 % (7), No30% (3)

D.

Whirlpool : Among the total 7 Whirlpool users

The view of Whirlpool users toward service after sales was found, Yes 71.4% (5), No28.6% (2)

E.

Any other: Among the total 9 Any other users

The view of any other users toward service after sales was found, Yes 55.6% (5), No44.4% (4)

2. PERCENTAGE WITHIN SERVICE AFTER SALES

A. Yes: Among the total 64 respondents for whom services provided by company is good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 53.1% (30), 7.8% (9), 12.5 % (8), 10.9 % (7), 7.8 % (5), 7.8 % (5) respectively. B. No: Among the total 36 respondents for whom services provided by company is not good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 44.4% (20), 25.0% (5), 5.6% (2), 8.3 % (3), 5.6% (2), 11.1% (4) respectively.

62

Table 5.14: Cross tabulation between Company and Market Activities Which company Road Show Eureka Forbes Hul Kent Philips Whirlpool Anyother Total 22 5 5 6 5 6 49 Total Market Activities Visual Merchandising 18 6 4 2 1 2 33 Others 10 3 1 2 1 1 18 50 14 10 10 7 9 100

Fig 5.14: Cross tabulation between Company and Market Activities

63

INTERPRETATION
1. PERCENTAGE WITHIN COMPANY

A.

Eureka Forbes : Among the total 50 respondents

The view of respondents toward market activities was found, Road show-44% (22), Visual Merchandising-36% (18), Others- 20 %( 3)

B.

Hul : Among the total 14 Pure it (Hul) users

The view of respondents toward market activities was found, Road show-35,7% (5), Visual Merchandising-42.9% (6), Others- 21.4 %(10)

C.

Kent : Among the total 10 kent users

64

The view of respondents toward market activities was found, Road show-50% (5), Visual Merchandising-40% (4), Others- 10 %( 1)

D. Philips Among the total 10 Philis users

The view of respondents toward market activities was found, Road show-60% (6), Visual Merchandising-20% (2), Others- 20 %( 2)

E. Whirlpool: Among the total 7 Whirlpool users

The view of respondents toward market activities was found, Road show-71.3% (5), Visual Merchandising-14.3% (1), others- 14.3 %( 1)

F.

Any Other : Among the total 9 any Other water Purifier users

The view of respondents toward market activities was found, Road show-66.7% (6), Visual Merchandising-22.2% (2), others- 11.1 %( 1)
2. PERCENTAGE WITHIN MARKET ACTIVITIES

A. Road

Show: Among the total 49 respondents, who saw the road show of water

Purifiers.The percentage of road show of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 44.9% (22), 10.2% (5), 10.2 % (5), 12.2 % (6), 10.2 % (5), 12.2 % (6) respectively.

B. Visual

Merchandising: Among the total 33 respondents, who saw the visual

merchandising of water Purifiers. The percentage of visual merchandising of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 54.5% (18), 18.2% (6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 % (2) respectively.

C. Any other: Among the total 18 respondents, who saw the other market activities of water Purifiers.The percentage of any other market activities of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 56.6% (10), 16.7% (3), 5.6 % (1), 11.1 % (2), 5.6 % (1), 5.6 % (1) respectively

Table 5.15: Cross tabulation between Company and Cost Price of Water Purifier Which company Rs1000-Rs 5000 Rs5000Rs10000
65

Total Cost Rs 10000Rs15000 Above Rs 15000

Eureka Forbes Hul Kent Philips Whirlpool Anyother Total

22 6 3 3 1 2 37

14 3 3 4 0 3 27

8 4 1 1 3 3 20

6 1 3 2 3 1 16

50 14 10 10 7 9 100

Fig 5.15: Cross tabulation between Company and Cost Price of Water Purifier

66

INTERPRETATION
PERCENTAGE WITHIN COMPANY

A. Eureka Forbes: Among the total 50 respondents The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs 1500016% (8), Above Rs 15000-12% (6)
B. Hul: Among the total 14 Pure it (Hul) users

67

The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to Rs 1500028.6% (4), Above Rs 15000-7.1% (1)
C: Kent Among the total 10 kent users

The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs 1500010% (1), Above Rs 15000-30% (3) D: Philips Among the total 10 Philis users The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs 15000-10% (1), Above Rs 15000-20% (2) E. Whirlpool: Among the total 7 Whirlpool users The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs 1500042.9% (3), Above Rs 15000-42.9% (3)
F.Any Other : Among the total 9 any Other water Purifier users

The view of respondents toward cost of water purifier they are using and wants to use was found,Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to Rs 15000-33.3% (3), Above Rs 15000-11.1% (1)
2.PERCENTAGE WITHIN COST 68

A.Rs 1000-Rs 5000: Among the total 37 respondents

The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 1000-Rs 5000 was found 59.5 %(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 % (1),5.4% (2) respectively.

B. Rs 5000-Rs 10000: Among the total 27 respondents

The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 5000-Rs 10000 was found 51.9 %(14),11.1 % (3),11.1 % (3),14.8% (4),0 % (0),11.1% (3) respectively.

C. Rs 10000-Rs 15000: Among the total 20 respondents

The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 10000-Rs 15000 was found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively.
D. Above than Rs 15000: Among the total 16 respondents

The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of above Rs 15000 was found 37.5 %(6),6.3 % (1),18.8 % (3),12.5% (2),18.8 % (3),6.3% (1) respectively.

Table 5.16: Cross tabulation between Have a water purifier and Cost Price of Water Purifier
69

Have a water Purifier Yes No Total Rs1000-Rs 5000 17 20 37 Rs5000Rs10000 12 15 27

Cost Rs 10000Rs15000 8 12 20 Above Rs 15000 11 5 16

Total

48 52 100

Fig 5.16: Cross tabulation between Have a water purifier and Cost Price of Water Purifier

6 0

5 0

4 0

A bove Rs 15000
3 0

R 10000-R s s15000 R s5000-R s10000 R s1000-R 5000 s

2 0

1 0

Y es

No

INTERPRETATION

70

1.PERCENTAGE WITHIN WATER PURIFIER A.Yes: Among the total 48 respondents have water purifier

The percentage of respondents are using cost of water purifier Rs 1000-Rs 5000 was found 35.4 % (17) The percentage of respondents are using cost of water purifier Rs 5000-Rs 10000 was found 25 % (12) The percentage of respondents are using cost of water purifier Rs 10000-Rs 15000 was found 16.7 % (8) The percentage of respondents are using cost of water purifier above Rs 15000 was found 22.9 % (11)
B.No: Among the total 52 respondents dont have water purifier

The percentage of respondents who wants to buy water purifier from Rs 1000-Rs 5000 (if they will use water purifier in future) was found 38.5% (20) The percentage of respondents who wants to buy water purifier from Rs 5000-Rs 10000 (if they will use water purifier in future) was found 28.8 % (15) The percentage of respondents who wants to buy water purifier from Rs 10000-Rs 15000 (if they will use water purifier in future) was found 23.1% (12) The percentage of respondents who wants to buy water purifier from more than Rs 15000 (if they will use water purifier in future) was found 9.6 % (5)
2.PERCENTAGE WITHIN COST OF WATER PURIFIER A. Among the total 37 respondents, view about cost of Rs 1000- Rs 5000 water purifier

Yes: The percentage of respondents who are using water Purifier, cost of Rs 1000-Rs 5000 was found 45.9 %( 17)

71

No: The percentage of respondents who are not using water Purifier, cost of Rs 1000-Rs 5000 was found 54.1% (20) B. Among the total 27 respondents, view about cost of Rs 5000- Rs 10000 water purifier Yes: The percentage of respondents who are using water Purifier, cost of Rs 5000-Rs 10000 was found 44.4 %( 12) No: The percentage of respondents who are not using the water Purifier, cost of Rs 5000-Rs 10000 was found 55.6 % (15) C . Among the total 20 respondents, view about cost of Rs 10000- Rs 15000 water purifier Yes: The percentage of respondents who are using water Purifier, cost of Rs 10000-Rs 15000 was found 40 % (8) No: The percentage of respondents who are not using water Purifier, cost of Rs 10000Rs 15000 was found 60 % (12) D. Among the total 20 respondents, view about cost of more than Rs 15000 water purifier Yes: The percentage of respondents who are using water Purifier, cost of more than Rs 15000 was found 68.8 % (11) No: The percentage of respondents who are not using the water Purifier, cost of more than Rs 15000 water Purifier was found 31.2 % (5)

72

Table 5.17: Cross tabulation between Which Company and Prefer to buy the product Which company

the pro

Retai Outle Eureka Forbes Hul Kent Philips Whirlpool Any other Total Fig 50
45 40

15 4 4 3 2 2 30

5.17: Cross tabulation between Which Company and Prefer to buy the product

INTERPRETATION
35

1. PERCENTAGE WITHIN COMPANY

30 25 20 15 10

A. Eureka Forbes: Among the total 50 respondents

Demo at your doorstep Retail Outlet

Franchisee Dealer The percentage of respondents toward prefer to buy the water purifier from retail outlet

was found 26 %( 13).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 48 %( 24).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 14 %( 7) 5 B. Hul: Among the total 14 Pure it (Hul) users 0
Eureka Forbes Hul Kent Philips Whirlpool Any other

73

The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 35.7 %( 5).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 50 %( 7).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 7.1 %( 1) C. Kent : Among the total 10 kent users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 20 %( 2).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 40 %( 4).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 20 %( 2) D: Philips Among the total 10 Philis users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 30 %( 3).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 50 %( 5).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 10 %( 1) E. Whirlpool: Among the total 7 Whirlpool users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 0 %( 0) The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 57.1 %( 4).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 42.9 %( 3)

F.Any Other : Among the total 9 any Other water Purifier users

74

The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 22.2 % (2).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 55.6 % (5).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 22.2 % (2)

2. PERCENTAGE WITHIN PREFER TO BUY THE PRODUCT

A.Retail Outlet: Among the total 30 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Retail Outlet was found 52% (13).The percentage of people who prefer to buy the Hul water Purifier from Retail Outlet was found 20 %( 5).The percentage of people who prefer to buy the Kent water Purifier from Retail Outlet was found 8% (2).The percentage of people who prefer to buy the Philips water Purifier from Retail Outlet was found 12% (3).The percentage of people who prefer to buy the whirlpool water Purifier from Retail Outlet was found 0 %( 0).The percentage of people who prefer to buy the any other water Purifier from Retail Outlet was found 8% (2) B.Franchisee Dealer: Among the total 30 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Franchisee Dealer was found 49%(24).The percentage of people who prefer to buy the Hul water Purifier from Franchisee Dealer was found 14.3% (7).The percentage of people who prefer to buy the Kent water Purifier from Franchisee Dealer was found 8.2 % (4) .The percentage of people who prefer to buy the Philips water Purifier from Franchisee Dealer was found 10.2 %( 5).The percentage of people who prefer to buy the whirlpool water Purifier from Franchisee Dealer was found 8.2 % (4).The percentage of

75

people who prefer to buy the any other water Purifier from Franchisee Dealer was found 10.2% (5) C.Demo at your door step: Among the total 40 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Demo at your door step was found 43.8% (7).The percentage of people who prefer to buy the Hul water Purifier from Demo at your door step was found 6.3 % (1).The percentage of people who prefer to buy the Kent water Purifier from Demo at your door step was found 12.5% (2) .The percentage of people who prefer to buy the Philips water Purifier from Demo at your door step was found 6.3 %( 1).The percentage of people who prefer to buy the whirlpool water Purifier from Demo at your door step was found 18.8 % (3).The percentage of people who prefer to buy the any other water Purifier from Demo at your door step was found 12.5% (2)

76

CONCLUSION
I had conducted the market survey in the town of Jabalpur in Madhya Pradesh. 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 Jabalpur are very much aware of Pure It water purifier and maximum of them are satisfied with the product. I came across some people who are using Pure It water Purifier for more than 2 years. Although maximum people are satisfied with the product but still there a pinch of dissatisfaction among some of the consumers. But the ratios of these people are negligible. The survey has showed and proved that Hindustan Uniliver Limited is enjoying a monopoly in the markets of Jabalpur. Now a day, HUL is competing with Eureka Forbes. I have found out from the survey that people use the word Pure It as a generic name for all water purifiers no matter to which company and brand it belongs to. Moreover my survey has showed that most of the people are using Pure It water Purifier in their work place as well as in their homes.

77

Chapter - 6

78

RECOMMENDATIONS
As per the survey done following were the recommendations of the survey:

Price structure should be revised

Customer service is something which company should pay more attention at.

All models not available for display in retail outlets and also brochures should
be made available. Sales person at the retails counters should have proper knowledge about the product.

Should focus more on brand awareness. Technological & other aspects should be re considered and re-christened

79

BIBLIOGRAPHY
www.businessknowhow.com

www.articlesnatch.com

www.vmmg.net

www.indiastat.com

www.business.com

www.bizgroethlive.com

www.1888articles.com

www.sribd.com

www.slideshare.com

80

Annexure

81

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 your home. 1. Do you use any kind of water purifier at home? Yes No

2. If yes, which company water purifier u have ? Eureka Forbes Hul Whirlpool Kent water purifier Philips Any other

3. Does your water purifier consume electricity? yes No

4. Before buying any kind of water purifier do you want to see the demonstration or know the details ? Yes No

5. Does the water after purification taste good, is odorless, and looks clear? Yes No Dont know

6. What price do you think is appropriate for a water purifier? Rs 2000 Rs 5000 Rs 5000 Rs 10000 Rs 10000-15000 Rs More than 15000

82

7. Is your water purifier backed by dependable after sales service? Yes No

8. Does your water purifier comes with warranty if yes how much? Six month One Year Two Year More than above

9. Have you recently come across any kind of marketing activities for purifiers? Road shows Visual Merchandising Others

10. Where do you prefer to buy a water purifier from? Retail Outlets Franchisee dealers Demo at your doorstep

11. While buying any water purifier what comes to your mind first? Price Health & Safety Both

Name : Age : Sex:M/F Address: Occupation: Contact No:-

83

84