BRAND PREFERENCE ON

PACKAGED DRINKING
WATER

Prepared by : Jagdish singh (09)

Prasanjeet
singh(31)
Arun karmakar (49)
Sumit roy (50)
 INTRODUCTION

This project is about the market share of different

brands of Packaged Drinking Water based on
consumer taste, choice and preferences. The
sample size of our survey was limited due to time
constraint

Still we tried best to estimate the result which gives

a fair overview of the Warangal market. The survey
was conducted in a small region of Warangal, so we
cannot assume this data as the general consumer
choice of the whole India.
 EXECUTIVE SUMMARY

This Project is assigned to analyze the market share and the Brand
Preference of Packaged drinking water and inquiring the perception
ofconsumers. This survey reveals the market share, consumers
preference, pricing and the product features liked by the consumers .This
report is based on the primary data collection and is all about the
marketing information of packaged drinking water. After analyzing the
market and getting deep into it I find

Bisleri is a market leader and has largest market share but it is having
tough competition with Kinley.

Quality and availability are very important factors they can change the
consumers preference.

One should modify its product according to the need and wants of the
 Consumer survey
Q1) In which case you prefer packaged drinking
water?
a)Journey c)Hospitals

b)Parties d)sports
Q2) In which packaged drinking water by which brands you
are well aware of?
a) Bisleri c)aquafina
b)Kinley d)any other.
 Q 3) Which brand will you prefer most for packaged drinking water?
a)Bisleri c)Aquafina
b)Kinley d)Any other

The brand preference of the consumers is as follows:

50% of the consumers prefer Bisleri.

28% of the consumers prefer Kinley.

16% the consumers prefer Aquafina.

4% of the consumers prefer Nestle.

1% of the consumers prefer Catch.

1% of the consumers prefer Himalayan.

Q 4) What pack size do you generally consume?

a)500 ml. pet c)5lt.
b)1 lt. d)any other..

The consumption pattern of pack size is identified as:

80% of them consume 1 lt. /1.2 lt. bottles.

14% of them consume 500ml. pet bottles.

2% of them consume 5 lt. jars.

4% of them consume 20 lt. jars.

Q 5) How often you purchase packaged drinking water?
a)More often c)rare
b)often d)very rare

The consumption period of the customers are judged as under:

8% purchase water more often.

34% purchase often.

40% purchase rare.

18% purchase very rare .Consumption pattern is also shown by the

graph:
Q 6.) From where do you generally buy packaged drinking water?
a)highways c)cinema halls
b)general stores d)rail and bus stations

28% says they buy packaged drinking water from Highways.

32% says they buy packaged drinking water from General stores.

24% says they buy packaged drinking water from cinema halls.

16% says they buy packaged drinking water from railway and bus
stations.

This also illustrated by the following chart:

 Q 7.) What do you think is the most essential thing for packaged drinking water
products ?
a)purity and quality c)brand name
b)purity d)seal and packaging
d)Availability
Purity & Quality is the essential thing on which the sale of the water depends most. Thus
28% customers prefer packaged waterbecause this feature.

Price is least considered feature which the customer is least bother about. 4% of the
customers emphasize more on price.

Seal & Packaging is also an important thing which customers prefer for. 22% people think
it to be the essential thing in packaged drinking water.

Brand name is also given the equal weightage as seal and packaging. 22% customers go
on Brand name for the purchase ofpackaged drinking water.

24% of the consumers believe that availability is the majorfactor, which is most
essential. So, company should give a special attention to the distribution network
 Q 8) Which factor can change your brand preference?
a)quality -strongly agree( )agree( )neither agree nor disagree ( )
strongly disagree ( )
b)quantity - strongly agree( )agree( )neither agree nor disagree ( )
strongly disagree ( )
c)price - strongly agree( )agree( )neither agree nor disagree ( )
strongly disagree ( )
d)availability- strongly agree( )agree( )neither agree nor disagree ( )
strongly disagree ( )

Customer changes their preference because of some reasons and

according to survey the factors which can change brand preference are:

38% can change their preference if they dont get the expected quality
level.

20% can change their preference if they do get more quantity in

otherbrand.
 Q 9.) Do you use 20 lt. Jar of packaged drinking
water?
a)yes
b)no

68% of the customers use 20 lt. jars of any brand

for their residential or commercial area.

32% of the customers dont use 20 lt. jars. They

use tap water orpurified water .Consumption of
20 lt. jar is shown by this given figure:
 Q 10.) Have you heard about our free home
delivery service of 20 lt.Jars?
a)yes
b)no

62% people say that they have heard about the

free home delivery offered by the Bisleri.

38% people says that they are unaware of the

free home delivery scheme This is shown by the
given graph:
 Q 11.) Is the price justified by the company?
a)yes
b)no
c)if no ,then reason( )
Views of the persons on the price justification of
the company are interpreted and out of which:

44% says, yes the price is justified.

56% says that price is not justified .This analysis

can be interpreted by this chart:
 Q 12.) What would you like to suggest for the betterment of
?
Your suggestions..
The persons taken into consideration and being surveyed
gave some valuable suggestions, which can help the
company to increase their sale. They suggested that:

They should have a check on their seal in 1 lt./1.2 lt. and

500 ml. SKUs.
50
As because of there bad publicity done before they should
emphasize more an quality and advertisement to reduce
the adverse affect evermade before
Conclusion

We can conclude from the overall analysis that there is a

significant difference between preferences of Packaged

Drinking Water among different customers according to

quantity purchased and quality assured even packaging

pattern. The statement highlights the main objective of this

project that consciousness of the various brands has a

significant difference among them which creates a

significant impact over the perception and purchasing

pattern of the consumers regarding Packaged Drinking

Water . Thus, the presence of various brands will give the