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INRODUCTION

Today’s market scenario is totally different from what it has been a few years ago.
Consumers have a lot of choice for every product because day by day
companies are coming up with their new and innovative products. Later there
was limited choice for most of the products and companies didn’t have to put
much of the efforts to sell their products. But today’s scenario is totally
different. Consumers have choice because of availability of varieties and
options. We can say today’s consumer is the market ruler. So it is important to
know his buying behavior and try to fulfill his demand. Company’s aim should
be customers delight with customer’s satisfaction.

The purpose of this project is to know the consumers preferences, their profile, buying
behavior and satisfaction level. Eureka Forbes Ltd how much is fulfilling the
customer’s needs and try to maximize the sales of Water purifiers.

This project was really good learning experience for me. I got opportunity to apply
the theoretical knowledge to practical aspects of selling. What problems can
arise and the way to tackle the difficulty during the sales as smartly as possible.

This report contains company profile and sales promotion activities adopted by
Eureka Forbes, Research Methodology, analysis of activities performed during
the course of this project by me, findings, suggestions, conclusion and bears
bibliography and annexure given in the last to give the readers a good
knowledge of the content. I hope this project report will serve the purpose.

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 CHAPTER - 2
ABOUT EUREKA FORBES:

EUREKA FORBES LTD has a business mission to provide our valued customers
healthy, hygienic & pollution free environment. All our products are under this
umbrella & we have been taking giant steps since our inception in the year 1982. We
have employee strength of more than 5000 ‘EUROCHAMPS’ spread in 90 cities
having 140 offices.
Eureka Forbes has a customer base of more than 4.2 million & has been showing a
remarkable growth of approx 20% consistently over last 10 years. Our last year
turnover was Rs.725 Crores with a PAT of Rs.49 Crores. For the financial year 2007-
08, we are well on our way towards achieving the objective of Rs.1000 Crores. We
have been able to achieve this remarkable performance due to high market share we
enjoy of 80% in both vacuum cleaner & water purifier segments. Our manufacturing
facilities are located at Bangalore, Bhimtal & Hyderabad & each one of them is
having state of the art R & D facilities.
Its major sales departments are Direct selling (vacuum cleaners, water purifiers & air
purifiers direct to customers), Dealer Sales (with 3000 strong dealer network), and
Security Systems (in collaboration with Digital security Controls of Canada),
Industrial Sales Division & Exports. We have been making continual efforts to
provide best after sales assistance to our customer & have more than 2, 5000 service
engineers for the same. Another step towards this continuing exercise has been setting
up our 24 hour customer response center at all the metros with a common number
9628-333 333.
CORPORATE CARE DIVISION
Corporate Care Division, of Eureka Forbes Limited was formed in the year 1987 to
provide our institutional & industrial customers with specialized products, services &
consultancy. We have 80 specialists all over India to provide consultancy to our
various customers in all major industrial & institutional cities/towns. Industrial sales
Divisions customer are further catered to by over 200 distributors across the country
for all their product & service needs for all house-keeping & pure water needs. We
have 48 % market share in the segments present & currently have 80% growth rate.

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We have a very wide range of customers from all segments. Like Software, Hospitals,
Hotels, Automobile industry, Engineering Industries and many more. In fact we are in
some of the most prestigious accounts of India like the Parliament House, Indian
Railways & India Air Force.
# Joint venture between Forbs Gokak (part of the shapoorji pallon Group) and
Electrolux AB of Sweden.
# Ret up in 1982 to market health and hygiene products to Indian Consumers.
# Revolutionized the Indian market by introducing products lie Home cleaning system
(in 1984) and Air purification system (in 1994).
# Pioneered the concept of direct sales in health and hygiene products.
# Started from a single office, ten field representative’s organization in 1982, today
operates from 140 offices covering 90 cities with over 5,000 plus Euro champs.
# Expended distribution channel to cover the retail, industrial and commercial
segment and households not only in India but in other countries too.
# Manufacturing facilities at Bimetal, Hyderabad, and Bangalore together with an
advance Research & Development centre at Bangalore.
# 500 response centers to provide prompt and efficient after sales service.
# Asia’s largest Direct Sales Organization.
# The key sales divisions:
 Direct Sales
 Industrial Sales
 Dealer Sales
 Export division
# It begins with listening to the customers & addressing their priorities and
inhibitions.
# 140 customer response centers across 98 cities ensure that customers are never left
out in the cold.
#A 4000 strong dealer network distributing the Forbes range of water purification
systems and tornado home cleaning systems.# 4 manufacturing facilities at
Hyderabad, Bimetal, Magalia and Bommasandra with ISO 9002 Certification.
# A network of water testing laboratories across the country.
# A government recognized R&D centre at Bommasandra, Alliances With global
leaders.

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# Certification from prestigious independent water labs in India & abroad for our
range of water purification systems. Plus, a growing export market.
# Market leaders in augured water purification system, euro clean home cleaning
system, and euro air purification system and euro vigil electronic security solution.
VALUES
# Integrity and highest ethical standards
# Mutual respect and trust in our working relationships
# Communications is open, consistent and two way
# Diversity of people culture and ideas
# Innovation and encouragement
# Continuous improvement, development and learning in all we do
# Teamwork and meting our commitments
# Performance with recognition for results.
VISION
# A happy, healthy, safe and pollution free environment
# Built on trust and lasting relationships with customers.
MISSION
# To build sustainable relationship with customers
 Friend for life
By standing their evolving health, hygiene, safety and life style need through our
people
Whose entrepreneurial sprit and ambition is fuelled by the culture of pride, learning
earning and fun.
 Our products and services
That reflects innovation, become quality benchmarks, and provides real value for
money
 Our policies and practices
That is fair, transparent and constantly improved to maximize stakeholder satisfaction
inductive market leadership.

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 ABOUT KENT:
After building awareness about the new technology and using the popularity of film
star Hema Malini and her daughters Esha and Ahana as brand ambassadors to drive
home family appeal for the product, the water purifier company Kent RO Systems
plans to make use of IOC retailers to ramp up its marketing campaign throughout the
country. The company, which signed the agreement with IOC in February, plans to
utilize the Indane LPG distributors' network to market the product based on mineral
reverse osmosis technology. It would also utilize the select petrol pumps of IOC to
market the purifiers, said Mr. Mahesh Gupta, Managing Director, Kent RO Systems.

ABOUT Zero-B:
Zero-B is a regular household name. In addition to pioneering advance water
purification processes at the domestic level, using Reverse Osmosis technology, they
were also the first to launch water purification for rural households. For over three
decades now, they have been the leaders in water treatment in India.

Their market leadership has been attained by their focus on technological

advancement, continuous R&D and affiliations with the best specialist water
treatment companies internationally. They are committed to customer satisfaction and
fulfilling needs with value added solutions. Ion Exchange has a wide range of
processes, coupled with an integrated approach, to deliver total solutions for every
market - household, institutional, commercial, industrial and public water supplies,
both urban and rural.

ABOUT USHA BRITA:

Usha Brita, a 50:50 joint venture between Usha Shriram and the Germany-based
Brita, is planning to roll out products using reverse osmosis (RO). Usha Shriram Brita
is betting big on launching new, innovative products to increase its share in the fast-
growing water purifiers industry. Usha Brita manufactures two products using UV
technology, which are branded under Waterguard.

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ABOUT PHILIPS:
Philips Electronics India ltd, a subsidiary of the Netherlands based Royal Philips
electronics endorsed the announcement by launching the “Philips Intelligent Water
Purifier”, a state of art advanced UV Water Purifier.
Adopting the policy of aggressive marketing, various ‘Experience Centres’ will be set
up in high traffic areas wherein the consumer can see, touch, feel and experience the
water purifier. The demonstrator will also inform the consumer about the nearest retail
purchase point of the product.

Philips has also set up a robust CRM system for providing sales support whereby a
consumer helpline called ‘Philips Pure Water Care helpline’ which is already
operational. We are anticipating to become the top two players in this segment in
India by 2010," said Mr. K. Ramachandran, CEO, Philips India Subcontinent. The
company is also looking at developing similar low-cost purifiers for rural households
in the country, he added. The product has been priced at a range between Rs 8,500 and
Rs 12,500. It is the first fully autonomous water purifier with battery backup. It not
only ensures pure drinking water but can also operate without any supervision. Philips
will leverage its Distribution Network across India to sell the product. Experience
Centers will be set up across markets, which will enable consumers to touch, feel, see
and experience the product.

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 PRODUCT STRATEGIES

TYPE OF WATER PURIFIERS:

There are two types of water purifiers available: the storage type and the direct flow
type.
Storage type
This requires you to fill the container and later use the water. This is very useful if
you're facing water shortage.
Direct flow type
This is the more common type found in most homes. Here you fit the purifier directly
to the tap. The advantage of this is you don’t have the hassle of storing water.
Disadvantage is that it may not be too useful if you have frequent water cuts.

FEATURES:
Flow rate
Every purifier has a maximum flow rate which if exceeded, will allow bacteria to pass
through the system, so be careful to choose a UV that is adequate for the home in
which it's being installed. Look for a filter that flows at a litre per minute or more.
Weight
The weight of your water filter is important, especially if you plan on moving it from
one place to other.
Body
Check if the body of the water purifier is durable, rust proof and attractive. There are
different materials available such as Aluminium and ABS Plastic available.
Purification method
Different water purifiers use different methods of purification, some have three
purification stages and some five or more. A higher number of purification levels
ensure cleaner drinking water. Its necessary to know about what each stage does and
then choose the purifier you think is the best for your home.
Few of the purification stages include:
Pre filter purification
A micron pre-filter is designed to remove silt, dust and dirt particles from the water
before it enters the main filter of the unit.
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Candle-filter purification
There is a special multi layer micro porous candle filter to remove all suspended
impurities.
Health and taste cartridge
The health cartridge contains special imported resin that disinfects the water from
disease causing bacteria and viruses, thus making it hygienically clean. The taste
cartridge contains ion exchange resin mixed with silver impregnated activated carbon,
which absorbs from water, elements such as excess chlorine and impurities like
pesticides, herbicides, which impart bad odour, taste and colour to the water.
Reverse osmosis technology
Reverse osmosis separation technology is used to remove dissolved impurities from
water through the use of a semi-permeable membrane. It involves the reversal of flow
through a membrane from a high salinity solution to the high purity, or permeate
stream on the opposite side of the membrane. Pressure is used as the driving force for
the separation. This means that through the reversal flow RO removes not only
impurities, it also desalinises the water. So, for those living in areas where the water is
hard, a water purifier with RO is a must. It will save the expense of spending on
mineral water on a daily basis.
Ultra violet technology
Ultraviolet water purification lamps produce UV-C or "germicidal UV," radiation of
much greater intensity than sunlight. Almost all of a UV lamp's output is concentrated
in the 254 nanometers (nm) region in order to take full advantage of the germicidal
properties of this wavelength. Most ultraviolet purification systems are combined with
various forms of filtration, as UV light is only capable of killing microorganisms such
as bacteria, viruses, molds, algae, yeast, and oocysts like cryptosporidium and giardia.
UV light generally has no impact on chlorine, VOCs, heavy metals, and other
chemical contaminants. Nevertheless, it is probably the most cost effective and
efficient technology available to homeowners to eliminate a wide range of biological
contaminants from their water supply.

UV water treatment offers many advantages over other forms of water treatment for
microbiological contaminants. Most importantly, it does not introduce any chemicals
to the water, it produces no bi-products, and it does not alter the taste, pH, or other
properties of the water. Accordingly, in addition to producing safe drinking water, it is
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not harmful to your plumbing and septic system. Further, it is easy and cost-effective
to install and maintain without any special training.

UV treatment is an excellent choice to eliminate biological contamination from most

home drinking water, whether your home is on a municipal water system or untreated
private system (well, lake water, etc.). Its sole purpose is to kill harmful biological
contaminants, and therefore should always be combined with other forms of filtration
(GAC / carbon block, KDF, or reverse osmosis) for reduction of heavy metals,
chlorine, VOC's, and other chemical contaminants
.
 EUREKA Forbes Ltd, the Rs 390-crore health and hygiene products major,
has drawn up plans to bring more innovative and customised products that cater to the
markets with varied climatic and water conditions. The first one to hit the market is
the reverse osmosis water purifier with fine membrane filter technology, the outcome
of efforts of the company's research and development centre at Bommasandra near
BangaloreThe company launched its new product ‘Aquaguard Total Gold Nova’ in the
Vizag market recently. This new product, developed with nano technology, helps in
removal of dangerous pesticides in the water, said AV Suresh, president (direct sales),
Eureka Forbes. Managing Director Suresh Lal Goklaney told Express that his
company had been looking at the right technology for the Indian condition. He hoped
the company would get it in a year or so. The firm had floated a joint venture along
with the professors of Indian Institute of Technology (IIT), Chennai to carry out
research in nanotechnology.
The joint venture had already developed a nano part for a water purifier product,
which can remove pesticides from water. Goklaney said that the firm's turnover stood
at Rs 1000 crore in the current fiscal. Besides, the company is also planning to
introduce a range of water purifiers with reverse osmosis technology, imported from
Aqua Belle of Korea. Currently, its water purifiers offer the UV technology and it has
a dominant share of 75 per cent in the market which has a growth rate pegged at 20
per cent.

Over the years, various models and technologies have been introduced- starting from
a basic 3-stage UltraViolet based system, to more advanced intelligent systems, to a
range of other technologies like- Reverse Osmosis, Ultra-filtration, Nano filtration,

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etc.Recently launched, is a 7 stage advanced Aquaguard Reverse Osmosis Water
Purification system with Microban antibacterial technology. This model has been
introduced in specific markets of India and the initial response has been fantastic.

 Whirlpool India, subsidiary of Whirlpool Corporation, Aiming to provide the

best in class products to its consumers unveiled its new range of ‘Purafresh’ Reverse
Osmosis Water Purifiers. Equipped with Whirlpool’s patented '6th Sense' technology,
the new ‘Purafresh’ water purifier claims to be the only Reverse Osmosis system on
the market that not only purifies but also protects the purity and freshness of the water
with its prestigious gold seal certification (from GOLD Seal of Water Quality
Association, USA WQA). Purafresh RO range is the only RO water purifier range in
India to get this gold seal. The high end Purafresh platinum model, Whirlpool claims,
is India’s first and Only Direct Flow RO with no storage tank enabling immediate
consumption of freshly purified water with 72 ltrs per hour capacity (Normal RO
products have 8-10 ltrs per hour capacity). It has an advanced 5-stage purification
process and also boasts a first–of–its–kind electronic interface with a ‘Filter change
indicator’, which alerts the consumer on the need to change the filter and thus ensures
continual purity & protection of the water. Other diagnostics functions like no water
on tap indication, self cleaning mode indication, and water extraction indication
makes it the most advanced and best in class product.

 Kent Mineral R.O. water purifier, (RO + UV with essential minerals)

Kent R.O water purifierKent Smart Ultra Filters (U.F) works without electricity

Pure Water House offers three technologies, RO, UF and UV, for residential and
commercial purposes. It hopes to garner 20 per cent share of the overall purifier
market worth Rs 600-700 crore in the next one year. Kent RO Systems has already set
up a manufacturing plant with annual capacity of 100,000 purifiers.

 Usha Brita is a 50:50 joint venture of between Usha Shriram and Brita Gmbh
of Germany. The company accounts for 11-12 per cent share and expects to ramp it up
to 13 per cent with the launch of a range of products including specialized water
malls. Apart from the domestic market, the company is eyeing exports in the
neighbouring countries of Sri Lanka and Bangladesh and plans to enter the African

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market. A water purifier that requires no electricity can be set up in 10 minutes in the
remotest areas, and that filters out even viruses, has been developed by the polymer
division of the National Chemical Laboratory. The filter has immense potential in
rural and disaster-prone areas. Mr. A.V. Suresh, President (direct sales), said that the
UV-based product was particularly suited for the city, as it would remove pesticide
residues in water. “The new product is an electrical on-line ultraviolet-based water
purifier designed for use in areas having water with levels of TDS (total dissolved
solids) of 300 ppm. It uses the nano-silver activated carbon block developed in
collaboration with IIT, Chennai. It is specifically meant for pesticide residue removal.

PRICING STRATEGIES
Eureka Forbes Limited, pioneer and leaders in water purification systems, vacuum
cleaners and air purifiers in India, is one of the largest direct sales organizations
across the globe. Aquaguard Water Purifier is the leading water purifier brand from
Eureka Forbes which enjoys the trust of over 3 Million Indian homes. The brand,
which was launched in 1984 at a time when water purification was virtually unheard
of and not practiced, other than by a elite few, is today one which has become almost
generic to pure water.

LOW PENETRATION

According to Mr Aslam A. Karmali, Senior Vice President, Consumer Division,

Eureka Forbes, "There is low penetration in the business of water and we have to first
try and expand the physical reach of our products. Today we are evaluating new ways
of reaching our consumers as there is just about 9 per cent penetration in this
category."
Meanwhile Eureka Forbes would continue using its traditional sales channels (direct
doorstep sales) and traditional outlets to vend its products. "The classification of our
outlets comprises the family-owned outlets which are now being professional run and
also the key dealers," stated Mr Palekar. The Rs 1000 crore Eureka Forbes has a 62
per cent share in the residential water purification market.
GE Water & Process Technologies and Shapoorji Pallonji Group company Eureka
Forbes have formed a 50:50 joint venture called Infinite Water Solutions, which will

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make reverse-osmosis membranes locallyThe immediate focus of the new GE-Eureka
Forbes JV will be to bring water solutions to the Indian residential market.

PRODUCT RANGE
These would be a range of innovative products such as storage water purifiers which
cost Rs 1,800 onwards. Targeting areas such as Sec B&C towns where there is dearth
of water and electricity, Eureka Forbes is hoping its new alternative retail channels
will help in reaching out to the masses in these parts.

 Usha Brita The product to be launched in two variants has been priced at Rs
2,500 (for in-house use) and Rs 20,000-Rs 25,000 (for use in water tanks).

 In recent news, Philips Electronics have decided to launch water purifiers in

India. The water purifiers will range from Rs. 8,500 – 12,500. Apparently, they will
use UV technology to purify water.The Philips water purifiers will have a life of 10
years including a filter life for 3000 litres. The filters can be changed for only Rs.450.

 In whirlpool there is a big range of products, main product is

Purafresh,which is available in different models and Priced between Rs. 14, 450 – Rs.
22,950, Purafresh is available in three models – Purafresh Platinum, Purafresh Elite
and Purafresh Deluxe.

PROMOTION STRATEGIES

Kent is now tapping the huge potential of the southern markets through
the channels of IOC retail, retail shelves and direct marketing to step up its marketing
campaign. Kent Mineral RO systems , pioneers in revolutionary Mineral RO
technology and the winners of the Best Domestic Water Purifier Award, has signed in

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youth icon Esha Deol as the new member to the Kent RO's brand ambassadors Hema
Malini and Ahana Deol. For long Kent RO has set standards, which are unrivaled, and
their philosophy of attaining the perfect health is reflected in their range of water
purifiers and allied products.

On the occasion Mr. Mahesh Gupta, Managing Director Kent RO said , " Signing of
Esha Deol as the new brand ambassador along with Hema Malini and Ahana Deol is
the part of Kent's vision of making each family a 'Healthy and Happy Family'. It
promotes the values of purity, importance of water for health and keeping beauty and
vigor intact with good drinking water."

To launch the Kent RO's new Advertising Campaign 2007 the presence of His
Holiness Sri Sri Ravi Shankar was by all means munificent. Expressing his
association with pure water His Holiness said that water is an inimitable gift of nature
& we all should maintain its purity, as pure water can lead you to live a pure life “For
pure living you need pure water. Kent RO assures PURITY and SAFETY"
Esha Deol on her alliance with Kent RO acknowledged, "Being a Fitness freak for
long and healthy living the principle of my life, association with Kent RO seemed
ideal."
On this occasion, Mr. A. N Jha, General Manager, Indian Oil Corporation with Mr.
Mahesh Gupta, MD, Kent RO, announced a strategic marketing tie up between Indian
Oil and Kent Ro Water.

 The one thing that could allow Philips to dominate the water purifier market in
India is their extensive distribution channels, aggressive marketing strategy, and great
customer service. Philips has already started advertising their water purifiers on
television. They plan to setup Experience Centers throughout India which will allow
consumers to see the product and taste the quality of the purified water. Also, Philips
will provide sales support from their dedicated customer helpline.
It will be very interesting to see how Philips water purifiers perform in 1 year’s time
after all their distribution channels have been sorted out along with heavy advertising!
My bet is that the current big guys of the water purifying market in India (Aquaguard,
and Kent) might be starting to get a little worried

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 Eureka Forbes for the communication strategy is working on an online model
through which it will be able to interact with customers on the Internet. It is also
planning to increase its number of call centres from the six to 10 in one year.
Meanwhile, Eureka Forbes is also planning to launch an ad campaign. The company
has set aside a budget of Rs 15 crore to Rs 20 crore for advertising. Eureka Forbes is
setting up alternative and new retail channels to increase the penetration of water
purification devices. Its retail division is now extending its products to chemists,
CSDs (Canteen Stores Department) and general merchandise stores to reach out to
households which do not use water purification devices

 Other brands like Kent, Usha brita, Philips, Zero B, Kenstar and Modi hoover go
for other promotional strategies like advertisement, Publicity, Promotional tools( Price
discount, Road shows, etc.) including active persuation by the sales person. Generally they
go for such type of promotional srrategies for these several reasons –
1. To maintain a proper image.
2. To encourage shoppers not to be overly price-conscious.
3. To increase customer traffic during slow periods.
4. To be regarded as the price leader in the market area by the consumers.
5. To provide ample customer service.
6. To create and maintain customer interest.
7. To encourage repeat business.
8. To discourage potential competitors from entering the market place.

DISTRIBUTION STRATEGIES

The term “Physical Distribution Management” is employed in manufacturing and

commerce to describe the broad range of activities concerned with the efficient
movement of finished products from the end of production line to the consumer and,

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in some cases, includes the movement of raw materials from the sources of supply to
the beginning of the production line.” These activities are-
 Freight
 Warehousing
 Material Handling
 Protective Packing
 Inventory Control
 Selection of Sites
 Marketing
 Forecasting

 Eureka Forbes Pioneered the concept of direct sales in health and hygiene
products. It started from a single office, ten field representative’s organization in
1982, today operates from 140 offices covering 90 cities with over 5,000 plus Euro
champs. It expended distribution channel to cover the retail, industrial and
commercial segment and households not only in India but in other countries too. It is
setting up alternative and new retail channels to increase the penetration of water
purification devices. Its retail division is now extending its products to chemists,
CSDs (Canteen Stores Department) and general merchandise stores to reach out to
households which do not use water purification devices. Eureka Forbes cuts out the
middleman and instead uses a team of young salespeople to give in-house product
demonstrations and convince consumers of a need that they didn't know they had. In
its early days the company only sold vacuum cleaners. These days it has managed to
persuade Indians to stop boiling their otherwise undrinkable tap water and instead use
a now-ubiquitous water purifier known as "Aquaguard," which has a 75% market
share Today Eureka Forbes stands out in Asia, an indigenous direct-sales company as
$ 122 million in revenues.

Whether people end up buying Aquaguard from a giant store or a door-to door
salesman, Goklaney's crew will stay close. After each sale a Eureka Forbes plumber
installs the water purifier. Service technicians conduct periodic maintenance.
Customers can get their water tested at 15 "Aquacheck" water labs throughout the
country. "Our strongest point is to make and grow relationships," he says, "and that is
not a replaceable commodity."
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Eureka Forbes Ltd., the 490-crores Pallanji Mistry Group owned company has
forayed in the growing offline water purifier market. This is mostly controlled by the
unorganised market. The annual offline water purifier market is estimated to be
valued at Rs. 300 crores. Along with its growth, it also expanded distribution channels
to cover the retail, industries and commercial segments, apart from households.

PURPOSE OF THE STUDY:

Most of the water available for daily consumption is unfit for drinking. Unfortunately,
our tap water is not safe enough to drink just like that, so there is a need to install a
water purifier. Purpose of this study was to find out different players in water purifier
industry, comparative study of their Product strategies, Pricing strategies, Promotion
strategies, distribution strategies etc. As we all know that customer is king so analyze
the consumer behaviour of water purifier household users, examine the consumer’s
preferences regarding water purifiers, to find out the impact of various sales
promotion activities on purchaser, to analyze user’s satisfaction level and to find out
which company is leading in water purifier industry.

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 MARKET OVERVIEW

The rapid growth in population and urbanization has resulted in the shortage of
natural resources. Today, one of the biggest crises facing us is the shortage of water—
especially safe drinking water. Most of the water available for daily consumption is
unfit for drinking. The consumption of untreated tap water can also cause various
diseases such as diarrhea, dysentery and virus infections such as hepatitis or cholera.
Of increasing concern is the role of water in causing liver and kidney damage and
cancer.
With rising consciousness among consumers about contaminated water, a large
number of people are beginning to use water purifiers. But all purifiers and filters
available in the market may not be as effective as they claim to be, especially when it
comes to removing pesticides.

Clean drinking water is not only an important need but is a right that is denied to
millions in this country. Unfortunately, our tap water is not safe enough to drink just
like that, so there is a need to install a water purifier. Even if water looks clean, with
all the water-borne diseases floating around, one can never be so sure. So buying a
water purifier for your kitchen is a dire need.

There are different types and brands of purifier available in the market with their product
range. Main players in this industry are Eureka Forbes, Philips, Zero B, Kent, Kenstar,
Usha brita , and Modi hoover. These players are providing Quality, Features, After sales
services, and price discounts. Eureka Forbes is one of them and leads in water purifier
industry. It operates from 140 offices in over 90 cities. Its main competitors are Kent and
Zero B for the household users. It is Asia’s largest Direct Sales Organization. Industry
analysts say that with the water table decreasing, impurities in water have increased and
UV purifiers do not fix this problem. "Furthermore, RO helps to improve the taste of the
water, which is a problem in various locations.

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 OBJECTIVES OF THE STUDY

The present study intends to achieve the following objectives:

 To find out the profile of water purifier users.

 To examine the consumer’s preferences regarding water purifiers.

 To find out the impact of various sales promotion activities.

 To analyze users satisfaction level.

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 RESEARCH METHODOLOGY:

“All progress is born out of inquiry. Doubt is often better than overconfidence for it
leads inquiry, and leads to inventions”

- A Famous Hudson Maxim

Research is a systematic gathering, recording and analyzing of data about problems.
The research has tried her best to keep these two criteria in mind-

(a) Orderliness, in which measurements are accurate and the cross

section is fair and
(b) Impartiality in analysis and implementation.

While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types of data viz. primary and secondary.

Primary Data
Primary data are those which are collected afresh and for the first time, and thus
happen to be original in character. We collect primary data either through observation
or through direct communication with respondents in one form or through personal
interviews. This, in other words, means that there are several methods of collecting
primary data, particularly in surveys and descriptive researches. Important ones are:
i. Interview method
ii. Questionnaire method

+Secondary Data:-
Secondary data are those which have already been collected by someone else and
which have already been passed through statistical process. When researcher utilizes
secondary data, then he has to look into various sources from where he can obtain
them. secondary data may either be published data or unpublished data. Usually
published data are available in:-

i. Various publications of the central, state and local governments.

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 ii. Various publications of foreign governments or of international bodies and
their subsidiary organizations.
iii. Technical and trade journals.
iv. Books, magazines and newspapers
v. Reports and publications of various associations connected with business and
industry, banks, stock exchanges etc.
vi. Reports prepared by research scholars,universities,economists etc. in different
fields, and
vii. Public records and statistics, historical documents.

The sources of unpublished data are many; they may be found in diaries, letters,
unpublished biographies and autobiographies and also may be available with scholars
and research workers, trade associations, labour bureaus and other public/private
individuals and organizations.

Researcher must be very careful in using secondary data. He/She must make a minute
scrutiny because it is just possible that the secondary data may be unsuitable or may
be inadequate in the context of the problem which the researcher wants to study.

RESEARCH DESIGN

“A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with
economy in procedure.” A research design serves as a bridge between what has been
established (the research objectives) and how to accomplish these objectives. In fact,
the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data. More
explicitly, the design decisions happen to be in respect of:
i) What is the study about?
ii) Why is the study being made?
iii) Where will the study be carried out?
iv) What type of data is required?
v) Where can the required data be found?
27
 vi) What period of time will the study include?
vii) What will be the sample design
viii) What technique of data collection will be used?
ix) How will the data be analyzed?
x) In what style will the report be prepared?

The function of research design is to provide for the collection of relevant evidence
with minimal expenditure of effort, time and money. But how all these can be
achieved depends mainly on the research purpose. Research purposes may be grouped
into four categories, viz. (i) Exploration, (ii) Description, (iii) Diagnosis, and (iv)
Experimentation.
To achieve the aims and objectives of this study, a broad based study was done. The
research was a descriptive research based on the survey approach or we can say the
research design of this study is descriptive type as the objectives are to identify and
analyze the customer profile, their preferences, satisfaction level and impact of sales
promotion activities.

Summary of Research Design

Types of Research: Descriptive

Data Sources: Primary: Questionnaire & interview in
different areas of Ghaziabad city.
Secondary: Internet, books, Journals &
Magazines.

Research Instruments: Questionnaire

Sampling Design:
Sample Size 100
Sample Region Ghaziabad city
Tools of Data Collection Questionnaire
Data Collection Method Sample Survey

28
DATA REQUIREMENTS:

While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types of data viz. primary and secondary.

A) Primary Sources:-

Primary data are those which are collected afresh and for the first time, and thus
happen to be original in character. We collect primary data either through observation
or through direct communication with respondents in one form or through personal
interviews. This, in other words, means that there are several methods of collecting
primary data, particularly in surveys and descriptive researches. The primary data was
obtained on wide scale ranging from pre-designed formats to open ended interviews.
The primary means were:

 Questionnaires were administered to the selected persons.

 Discussions/Personal interviews were held with some respondents in order to

obtain their views.

B) Secondary Sources:-

Secondary data are those which have already been collected by someone else and
which have already been passed through statistical process. When researcher utilizes
secondary data, then he has to look into various sources from where he can obtain
them. secondary data may either be published data or unpublished data. Data was
obtained from various journals, magazines and newspapers etc. in order to supplement
details of purification trends globally and locally. Websites and other news contents
over internet provided a great help in order to arrange this research report.

Sampling Method And Sample Size:

Sampling may be defined as the selection of some part of an aggregate or totality on

the basis of which a judgement or inference about the aggregate or totality is made. In
other words, it is the process of obtaining information about an entire population by

29
examining only a part of it. The researcher must decide the way of selecting a sample.
Samples can be either probability samples or non-probability samples.

Probability samples are those based on simple random sampling, systematic sampling,
stratified sampling, cluster/area sampling where as non-probability samples are those
based on convenience sampling, judgement sampling, and quota sampling techniques.

A) Probability sampling:-
Simple random sampling:- This type of sampling is also known as chance sampling
or probability sampling where each and every item in the population has an equal
chance of inclusion in the sample and each one of the possible samples, in case of
finite universe, has the same probability of being selected.

Systematic sampling: - In some instances the most practical way of sampling is to

select every 15th name on a list, every 10th house on one side of the street and so on.
Sampling of such type is known as systematic sampling. an element of randomness is
usually introduced into this kind of sampling by using random numbers to pick the
unit with which to start.

Stratified sampling:- In this technique, the population is stratified into a number of

non-overlapping subpopulations or strata and sample items are selected from each
stratum.if the items selected from each stratum is based on simple random sampling
the entire procedure, first stratification and then simple random sampling, is known as
stratified random sampling.

Cluster/area sampling:- Cluster sampling involves grouping the population and then
selecting the group or the clusters rather than individual elements for inclusion in the
sample. Area sampling is quite close to cluster sampling and is often talked about
when the total geographical area of interest happens to be big one. Under area
sampling we first divide the total area into a number of smaller non-overlapping areas,
generally called geographical cluster, then a number of these smaller areas are
randomly selected, and all units in these small areas are included in the sample.

B) Non-probability sampling:-
30
Convenience sampling:- In this type of sampling, item for the sample are selected
deliberately by the researcher; his choice concerning the item remains supreme. When
population elements are selected for inclusion in sample based on the ease of access
or we can say researcher selects the samples according to his convenience.
Judgement sampling:- In judgement sampling the researcher’s judgement is used for
selecting items which he considers as representative of the population. In such a
design, personal element has a great chance of entering into the selection of the
sample. The investigator may select a sample which shall yield results favorable to his
point of view and if that happens, the entire enquiry may get vitiated. Thus there is
always danger of bias entering into this type of sampling method.

Quota sampling:- Under quota sampling the interviewers are simply given quotas to
be filled from the different strata, with some restrictions on how they are to be filled.
In other words, the actual selection of items for the sample is left to the interviewer’s
discretion. This type of sampling is very convenient and is relatively inexpensive.

Due to time and availability constraints I have selected convenience sampling and
Sample size is 200 respondents. These respondents were selected from different areas
of Ghaziabad city.

DATA COLLECTION METHOD:

While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types of data viz. primary and secondary.

Collection of Primary data:-

Primary data are those which are collected afresh and for the first time, and thus
happen to be original in character. We collect primary data either through observation
or through direct communication with respondents in one form or through personal
interviews. This, in other words, means that there are several methods of collecting
primary data, particularly in surveys and descriptive researches. Important ones are:

31
 i. Interview method: - The interview method of collecting data involves
presentation of oral, verbal stimuli and reply in terms of oral-verbal responses.
This method can be used through personal interviews and, if possible through
telephone interviews.

ii. Questionnaire method: - This method of data collection is quite popular. In

this method a questionnaire is sent to the persons concerned with a request to
answer the question and return the questionnaire. A questionnaire consists of a
number of questions printed or typed in a definite order on a form or set of
forms.

Collection of Secondary data:-

Secondary data are those which have already been collected by someone else and
which have already been passed through statistical process. When researcher utilizes
secondary data, then he has to look into various sources from where he can obtain
them. secondary data may either be published data or unpublished data. Usually
published data are available in:-
viii. Various publications of the central, state and local governments.
ix. Various publications of foreign governments or of international bodies and
their subsidiary organizations.
x. Technical and trade journals.
xi. Books, magazines and newspapers
xii. Reports and publications of various associations connected with business and
industry, banks, stock exchanges etc.
xiii. Reports prepared by research scholars,universities,economists etc. in different
fields, and
xiv. Public records and statistics, historical documents.
The sources of unpublished data are many; they may be found in diaries, letters,
unpublished biographies and autobiographies and also may be available with scholars
and research workers, trade associations, labour bureaus and other public/private
individuals and organizations.

32
I have used various Books, magazines, newspapers and websites to fulfill the
requirements of research project report.

DATA COLLECTION TOOL:

The tool for data collection was –

1. Questionnaire
2. Followed by a Personal interview

This study was based on survey research. Survey Research is a systematic collection
of information directly from respondents.A questionnaire consists of a set of questions
presented to respondents for their answer. Because of its flexibility, the questionnaire
is by far the most common instrument used to collect primary data. Questionnaires
need to be carefully developed, tested, and debugged before they are administered on
a large scale. In preparing a questionnaire, the professional marketing researcher
carefully chooses the questions and their form, wording, and sequence. The form of
the question asked can influence the response. Marketing researchers distinguish
between closed-end and open-end questions. Closed-end questions prespecify all the
possible answer. Open end-questions provide answers that are easier to interpret and
tabulate. Open-end questions often reveal more because they do not constrain
respondents, answers.

Finally, the questionnaire designer should exercise care in the wordings and
sequencing of questions. The questionnaire should use simple, direct, unbiased
wording and should be pre-tested with a sample of respondents before it is used. The
lead question should attempt to create interest.

Maximum question used in questionnaire were kept dichotomous and multiple-

choices so that it ensures maximum flexibility in answers by respondents and would
help in getting necessary information more objectively.

33
FIELD WORK:

The emphasis of the study was on knowing about the water purifier household users
in the Ghaziabad region. Thus different areas of Ghaziabad city were taken as the
population. In this study, the questionnaire was filled up from the household users of
water purifier directly & sometimes through telephonic interviews (where direct
contact was very difficult). And a large amount of information was also collected
through unstructured interviews. I have collected the primary data from various areas
of Ghaziabad city like Vasundhara, Vaishali Rajendra nagar, Nehru nagar, Patel nagar,
etc.

34
35
 DATA ANALYSIS AND INTERPRETATION:

Sample profile

Table 1: Income wise distribution of samples

Family’s gross household income Number of respondents

Below 10,000 15 (9.37%)
10,000 to 20,000 62 (38.75%)
20,000 to 30,000 50 (31.25%)
30,000 to 40,000 23 (14.375)
Above 40,000 10 (6.25%)
Total 160 (100%)

Table 1 represents that out of 160 respondents, 15 respondents answered that their
family’s gross household income is below 10,000 rupees, 62 respondents answered
that their family’s gross household income is between 10,000 to 20,000 rupees, 50
respondents answered that their family’s gross household income is between 20,000 to
30,000 rupees, 23 respondents answered that their family’s gross household income is
between 30,000 to 40,000 rupees, and 10 respondents answered that their family’s
gross household income is above 40,000 rupees. This data represents that most of the
users are of 10,000 to 20,000 and 20,000 to 30,000 income group. It means mostly
middle class families are using water purifier at their home.

36
Figure 1: Income wise distribution of samples

Income wise distribution of sample

70 62
60
50
50
40
30 23
20 15
10
10
0
Below 10,000 to 20,000 to 30,000 to Above
10,000 20,000 30,000 40,000 40,000

Figure 1 depicts that 62 respondents answered that their family’s gross household income is
10,000 to 20,000 Rupees, 50 respondents answered that their family’s gross household
income is 20,000 to 30,000 Rupees, 23 respondents answered that their family’s gross
household income is 30,000 to 40,000 Rupees, 15 respondents answered that their family’s
gross household income is below 10,000 Rupees and 10 respondents answered that their
family’s gross household income is above 40,000 Rupees. This data shows that most of the
users are of 10,000 to 30,000-income group.

37
Table 2: Occupation wise distribution of samples
.

Occupation of respondents Number of respondents

Government employees 35 (21.87%)
Private employees 55 (34.37%)
Student 20 (12.5%)
Housewives 50 (31.25%)
Total 160 (100%)

Table 2 represents that out of 160 respondents, 35 respondents answered that they are
Government employees, 55 respondents answered that they are Private employees, 20
respondents answered that they are students, 50 respondents answered that they are
Housewives. This data represents most of the users are Private employees and
housewives. Water purifiers are being used by persons of different occupation and this
is the need of all the persons who are suffering from any type of water problem. So
we can not say that people of that occupation are using water purifier at their home.

38
Figure 2: Occupation wise distribution of samples

Occupation of the respondents

60 55
50
50

40 35

30
20
20

10

0
Govt. Private Student Housewife
employee employee

Figure 2 depicts that 55 respondents were private employee, 50 respondents were

housewives, 35 respondents were Govt. employee and 20 respondents were students.

39
Table 3: Education wise distribution of samples

Education of respondents Number of respondents

High school (10th) 4
Intermediate (10+2) 8
Graduation 55
Post-graduation 75
Any other 18
Total 160 (100%)

Table 3 represents that out of 160 respondents, 75 respondents were post-graduate, 55

respondents were graduate, 18 respondents were highly educated like doctorate etc.,
and 8 respondents were intermediate and only 4 respondents were high school passed.
This data shows that the users of different types of water purifier are educated and
they know the importance of water purifier and pure water that is why they are using
water purifier to solve the problems regarding drinking water and they feel that it’s a
necessary thing for their home.

40
Figure 3: Education wise distribution of sample

Education level of the respondents

80 75
No. of respondents

70
60 55
50
40
30
18
20
8
10 4
0
l

r
te

te
te
o

he
ho

ia

ua
ua

ot
ed
sc

d
d

y
ra
ra
rm

An
h

-g
ig

te

st
H

In

Po

Figure 3 depicts that 75 respondents were post-graduate, 55 respondents were graduate, 18

respondents were highly educated like doctorate etc., 8 respondents were intermediate and
only 4 respondents were high school passed.

41
 5.2 Item wise data analysis and interpretation

Figure 4: Water purifier household users

Water purifier household users

180
160
160
140
No. of respondents

120
100
80
60
40
40
20
0
Yes No
Answers of respondents

This bar Figure represents that the questionnaire were filled by 200 respondents and
out of 200 respondents 160 respondent answered that they have a water purifier at
their home and 40 respondents answered that they do not have water purifier at their
home. So with the help of these responses we can conclude that 80% respondents
have water purifier at home while 20% respondents do not have water purifier at
home.

42
Figure 5: Types of water purifier used by Different users

Types of water purifiers

80
70
No. of respondents

60
50
40
30
20
10
0
Reverse Osmosis Ultra violet(U.V.) Any Other
(R.O.)

This Figure shows that out of 160 respondents, 70 respondents answered that they are
using Reverse Osmosis type water purifier, 50 respondents answered that they are
using Ultra Violet type water purifier and 40 respondents answered that they are using
any other type of water purifier. So with the help of these responses we can conclude
that 43.7% respondents are using R.O. water purifier, 31.2% respondents are using
U.V. water purifier and remaining 25% respondents are using any other type of water
purifier like carbon filter, candle filter etc.

43
Figure 6: Brand wise distribution of samples

Brand wise distribution of samples

5% 4%
6%
6% 38%

9%

13%
19%

Eureka Forbes Kent Zero B

Philips Usha brita Kenstar
Modi Hoover Any other

This pie Figure depicts that out of 160 water purifier household users 60 users are
using Eureka Forbes Water purifier models, 30 users are using Kent water purifiers,
20 users are using ZeroB water purifiers, 15 users are using Philips water purifiers, 10
users are using Usha brita water purifiers, 10 users are using Kenstar water purifiers, 8
users are using Modi hoover water purifiers and 7 users are using any other water
purifiers. It means that 38% users are of Eureka Forbes water purifier, 19% users are
of Kent purifier and remaining 43% users are of other companies. With the help of
this analysis we can say that Eureka Forbes is the market leader.

44
Figure 7: Factors influences purchase decision

Factors influences purchase decision

Quality

160
Price
140
Features
120
No. of respondents

100 Advertisem
ent
80 Brand
image
60
Sales
promotion
40
schemes
After sales
20 services

Any other
0

This Figure depicts out of 160 respondents, 140 respondents purchased water purifier
due to after sales services, 130 respondents purchased due to better quality, 125
respondents purchased due to good brand image, 120 respondents purchased due to
price, 120 respondents purchased due to features, 110 respondents purchased due to
sales promotion activities, 80 respondents purchased due to advertisements and 70
respondents purchased due to any other reasons. It means most of the users want after
sales services and quality.

45
Figure 8: Sources of information

T.V.
Sources of information
Magazines
70
60
60 Newspaper
No. of respondents

50 Internet
40
Friends
30 25
20
20 15 Road show
10 12 8
10 Company
0
0 executive’s visit
Any other
Sources

This Figure depicts that out of 160 respondents, 60 respondents got the information
about the water purifier through Company executive’s visit, 25 respondents got the
information through road shows, 20 respondents got the information through friends,
15 respondents got the information through internet, 12 respondents got the
information through magazines, 10 respondents got the information through television
and 8 respondents got the information through newspaper. It represents companies
should focus on various sources of information like newspaper, magazines and
televisions.

46
Figure 9: Mode of purchase of water purifier

Mode of purchase of water purifier

120
110

100

80

60
50

40

20

0
Cash Loan

This Figure depicts that out of 160 respondents, 110 respondents purchased water
purifier through cash and 50 respondents purchased through loan. It means most of
the users purchased through cash.

47
Figure 10: Types of approaches used

Types of approaches used

160
140
No. of respondents

120
100
80
60
40
20
0
Myself approached to Company’s sales
dealer representative
approached me
Approaches

This Figure depicts that out of 160 respondents, 142 respondents answered that
Company’s sales representative approached them and only 28 respondents answered
that they directly approached to dealer for purchase. This data represents that very few
users approaches the dealer for purchase so company should improve the efforts to
approach the prospective buyers.

48
Figure 11: Availability of Sales promotion offers at the time of purchase

Sales promotion offers at the time of

purchase

10
Yes

No

150

This Figure depicts that out of 160 respondents, 150 respondents availed any sales
promotion offer at the time of purchase and 10 respondents did not avail any sales
promotion offer. So companies should provide the various sales promotion offers to
remain competitive in the present market scenario.

49
If yes then-
Figure 12: Types of sales promotion offer availed by users

Various sales promotion activities availed

by users

160 Price
140 discount
140 130
Road show
No. of respondents

120

100
80 75 Active
80 persuasion
60 by the sales
60
person
Warranty
40

20
Any other
0
Activities

This Figure depicts that out of 160 respondents, 140 respondents got warranty, 130
respondents persuaded by the sales person, 80 respondents are in the category of road
shows, 75 respondents availed any other sale promotion offer and 60 respondents
availed the price discount offer. It means due to competition most of the companies
are providing warranty and are using the technique of active persuasion by the sales
persons.

Rating of water purifier on the below mentioned factors:-

50
Figure 13: Rating of water purifier on the basis of performance

Performance rating

70

60
No. of respondents

50

40

30

20

10

0
Very Good (4) Average Poor (2) Very
good (5) (3) poor(1)

This Figure depicts that 60 respondents answered that the performance of their water
purifier is good, 40 respondents answered that the performance of their water purifier
is very good, 30 respondents answered that the performance of their water purifier is
average, 25 respondents answered that the performance of their water purifier is poor
and only 5 respondents answered that the performance of their water purifier is very
poor. It means most of the users are satisfied with the performance of their water
purifiers.

51
Figure 14: Rating of water purifier on the basis of prices

Price rating

15 Very good (5)

30
Good (4)
25
Average (3)

Poor (2)

Very poor (1)

50
40

This Figure depicts that 50 respondents answered that the price of their water purifier
is poor (costly), 40 respondents answered that the price of their water purifier is
average (neither costly nor cheap), 30 respondents answered that the price of their
water purifier is very poor (very costly), 25 respondents answered that the price of
their water purifier is good and 15 respondents answered that the price of their water
purifier is very good (cheap). It means most of the users are not satisfied with the
price of their water purifier and companies should reduce the prices of their water
purifiers.

52
Figure 15: Rating of water purifier on the basis of features

Rating of features

70 65
60
No. of respondents

50
40 35
30
30
20
20
10
10
0
Very Good (4) Average Poor (2) Very
good (5) (3) poor(1)

This Figure depicts that 65 respondents answered that the features of their water
purifier are good, 35 respondents answered that the features of their water purifier are
very good, 30 respondents answered that the features of their water purifier are
average, 20 respondents answered that the features of their water purifier are poor and
only 10 respondents answered that the features of their water purifier are very poor. It
means most of the users are satisfied with the futures of their water purifier and
companies should introduce new features so that every user could say that he is
satisfied with the installed features.

53
Figure 16: Rating of water purifier on the basis of After sales services

Rating of after sales services

65
No. of respondents

35
30
20
10

Very good Good (4) Average Poor (2) Very

(5) (3) poor(1)

This Figure depicts that 65 respondents answered that the after sale services of their
water purifier are very good, 35 respondents answered that the after sale services of
their water purifier are good, 10 respondents answered that after sale services the of
their water purifier are average, 20 respondents answered that the after sale services of
their water purifier are poor and 30 respondents answered that the after sale services
of their water purifier are very poor. It means most of the users are satisfied with the
after sales services of their water purifier and some users are not satisfied. So
companies should provide better after sales services to remain competitive in the
market.
54
55
Figure 16: Satisfaction level of water purifier users

Satisfaction level of users

50
No. of respondents

40
35

20
15

Highly Satisfied Neither Dissatisfied Highly

satisfied satisfied nor dissatisfied
dissatisfied

This Figure depicts that 50 respondents answered that they are satisfied with their
water purifier, 40 respondents answered that they are highly satisfied with their water
purifier, 35 respondents answered that neither they are satisfied nor dissatisfied with
the performance of their water purifier, 20 respondents answered that they are
dissatisfied with their water purifier and 15 respondents answered that they are highly
dissatisfied with their water purifier So companies should provide better after sales
services, cut costs and introducing new features to their water purifiers.

56
Figure 17: Problem regarding water purifier

Problem regarding water purifier

120
105
No. of respondents

100

80

60 55

40

20

0
Yes No

This Figure depicts that 105 respondents answered that they have problem regarding
water purifier and 55 respondents answered that they do not have any problem
regarding water purifier. It means most of the user have problem so companies should
provide good after sales services to their existing users so that they can contribute to
the popularity of the brand.

57
58
 FINDINGS OF THE STUDY:

 With the analysis of first question’s answer I found out that 80% respondents
have water purifier at their home while 20% respondents do not have water
purifier at home.

 With the analysis of second question’s answer I found out that 43.7%
respondents are using R.O. water purifier, 31.2% respondents are using U.V.
water purifier and remaining 25% respondents are using any other type of
water purifier like carbon filter, candle filter etc.

 With the analysis of third question’s answer I found out that 38% users are of
Eureka Forbes water purifier, 19% users are of Kent purifier and remaining
43% users are of other companies. With the help of this analysis we can say
that Eureka Forbes is the market leader and the main rival is Kent.

 With the analysis of forth question’s answer I found out that most of the users
want after sales services, quality and good brand image. These are the main
reasons due to which the users have selected their water purifier. It means
company should provide better after sales services, good quality, and build
good brand image in the prospective consumers mind.

 With the analysis of fifth question’s answer I found out that companies should
focus on various sources of information like newspaper, magazines and
televisions and with the help of this company can create awareness and good
brand image in prospects.

 With the analysis of sixth question’s answer I found out that most of the users
purchased through cash but company should avail with loan so that the
number of users can be increased.

59
 With the analysis of seventh question’s answer I found out that very few users
approaches the dealer for purchase so company should improve the efforts to
approach the prospective buyers.

 With the analysis of eighth question’s answer I found out that 90.3% users
availed any sales promotion offer at the time of purchase and only 9.7% users
did not avail any sales promotion offer at the time of purchase. . It means due
to competition most of the companies are providing warranty and are using the
technique of active persuasion by the sales persons. So companies should
provide the various sales promotion offers to remain competitive in the present
market scenario.

 With the analysis of ninth (i) question’s answer I found out that most of the
users are satisfied with the performance of their water purifiers.

 With the analysis of ninth (ii) question’s answer I found out that most of the
users are not satisfied with the price of their water purifier and companies
should reduce the prices of their water purifiers.

 With the analysis of ninth (iii) question’s answer I found out that most of the
users are satisfied with the futures of their water purifier and companies
should introduce new features so that every user could say that he is satisfied
with the installed features.

 With the analysis of ninth (iv) question’s answer I found out that most of the
users are satisfied with the after sales services of their water purifier and some
users are not satisfied. So companies should provide better after sales services
to remain competitive in the market.

 With the analysis of tenth question’s answer I found out that most of the users
are satisfied with the performance of their water purifier and companies

60
 should provide better after sales services, cut costs and introducing new
features to their water purifiers.

 With the analysis of eleventh question’s answer I found out that most of the
users have problem so companies should provide good after sales services to
their existing users so that they can contribute to the popularity of the brand.
 With the analysis of twelth question’s answer I found out that most of the
users are of 10,000 to 20,000 and 20,000 to 30,000 income group. It means
mostly middle class families are using water purifier at their home.

 With the analysis of thirteenth question’s answer I found out that that most of
the users are Private employees and housewives. Water purifiers are being
used by persons of different occupation and this is the need of all the persons
who are suffering from any type of water problem. So we can not say that
people of that occupation are using water purifier at their home.

 With the analysis of fourteenth question’s answer I found out that the users of
different types of water purifier are educated and they know the importance of
water purifier and pure water that is why they are using water purifier to solve
the problems regarding drinking water and they feel that it’s a necessary thing
for their home.

61
62
 LIMITATIONS OF THE STUDY:

Every research is conducted under some constraints and this research is not an
exception. Limitations of the study are as fallows:

# The study is limited to the areas of Ghazibad.

# The sample size of only 200 was taken from a large population for the purpose of
study, so the can be difference results of the sample from total population.

# Non-availability of adequate data also limited the scope of the study to some
extent.

# As the data was collected through the questionnaire; I faced the limitation that
respondents were unwilling to provide information.

# Consumer was reluctant to go into details because of their busy schedules.

# Due to continuous change in environment, what is relevant today may be

irrelevant tomorrow.

63
64
 SUGGESTIONS:
 Companies should focus on various sources of information like newspaper,
magazines and televisions and with the help of this company can create
awareness and good brand image in prospective buyers.

 Company should avail the products with loan facility so that the number of
users can be increased.

 Very few users approach the dealer for purchase of water purifier so company
should improve the efforts to approach the prospective buyers with the help of
Company’s sales representatives
.
 Company should provide good after sales services so that the consumers will
be satisfied with the performance of their water purifier.

 Company should provide good quality product and Warranty.

 Company should create good brand image.

 Company should use the technique of active persuasion by the sales persons.

 Companies should provide the various sales promotion offers to remain

competitive in the present market.

 Most of the users are not satisfied with the price of their water purifier and
companies should reduce the prices of their water purifiers.

 Companies should introduce new features so that every user can say that he is
satisfied with the installed features.

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 CONCLUSIONS:

It is far less costly to keep existing customers than to win new ones. Loyal customers
buy more products and help bring in more business by recommending your product to
others. So if customer loyalty is the goal, then the supplier's efforts should begin with
the knowledge of what constitutes value to his customers and the market. A supplier
should always keep on improving so as to achieve a greater profitability. This can be
achieved by knowing the market well, i.e. understanding exactly what the customer
wants. A simple tool is to take customer satisfaction surveys and analyze the customer
feedback. This gives the supplier an insight on where he lacks in delivering his
products or services and where is the scope of improvement.

Even if water looks clean, with all the water-borne diseases floating around, one can
never be so sure. So buying a water purifier for your kitchen is a dire need. With
rising consciousness among consumers about contaminated water, a large number of
people are beginning to use water purifiers. But all purifiers and filters available in the
market may not be as effective as they claim to be, especially when it comes to
removing pesticides.
Eureka Forbes is a market leader in the field of Water purifier. It is no. one company
from last Five years and it hopes will continue this trend in future. But to sustain this
leadership company have to improve its advertising policy. Eureka Forbes can get
more market share in Water purifier by increasing the expenditure on advertising.

Undoubtedly, Eureka Forbes is a leader in after sales service but to cope up with this
cutthroat competition Eureka Forbes should improve in other fields too, for e.g.,
Quality and Technology are a few major names in the category and the list may go on
and on. Corporate image of Eureka Forbes is pretty good as compared to Kent,
Philips, etc.

66
67
 BIBLIOGRAPHY

 Books.
1. Kotler Philip, “Marketing Management”, Millennium Edition, 176-182, 202-204,
2. Zikmund ,William g, “Business Research Methods”, 5th edition, 6-7, 54-55, 292-
298.
3. Kothari C.R, Research Methodology, Wishwa prakashan, New Delhi, Reprinted
Edition, 2004,Page 1-186
4. Coney, Hawkins best, “Consumer behavior”, 8th Edition , 1-14, 393-418

 Websites:

1. www.eurekaforbes.com
2. www.kentwaterpurifier.com
3. www.consumerresearch.com

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69
 APPENDIX A
QUESTIONNAIRE

1. Do you have a water purifier at home?

i) Yes [ ]
ii) No [ ]
If no, please do not fill the questionnaire.
If yes, please proceed.

2. Which type of water purifier do you use?

i) Reverse Osmosis (R.O.) system [ ]
ii) Ultra Violet (R.O.) system [ ]
iii) Any other; please specify_____________________________

3. Which brand of water purifier do you have?

i) Eureka Forbes [ ]
ii) Philips [ ]
iii) Zero B [ ]
iv) Kent [ ]
v) Kenstar [ ]
vi) Usha brita [ ]
vii) Modi hoover [ ]
vi) Any other; please specify____________________

4. Why did you purchase this brand?

(You are free to opt more than one in case you feel so)
i) Quality [ ]
ii) Price [ ]
iii) Features [ ]
iv) Advertisements [ ]
v) Brand image [ ]
vi) Sales promotion schemes [ ]
vii) After sales services [ ]
70
viii) Any other; please specify______________________
5. Where did you get information about water purifiers?
i) T.V. [ ]
ii) Magazines [ ]
iii) Newspaper [ ]
iv) Internet [ ]
v) Friends [ ]
vi) Road show [ ]
vii) Company executive’s visit [ ]
viii) Any other; please specify______________________

6. What was the mode of purchase?

i) Cash [ ]
ii) Loan [ ]

7. How did you purchase water purifier?

i) Myself approached to dealer.
ii) Company’s sales representative approached me.

8. Did you avail any sales promotion offer at the time of purchase?
i) Yes [ ]
ii) No [ ]
If yes, please tick the right option/s :-
i) Price discount [ ]
ii) Road show [ ]
iii) Active persuasion by the sales person [ ]
iv) Warranty [ ]
v) Any other; please specify______________________

9. How would you rate your water purifier on the below mentioned factors?
(Here 5 = Very good & 1 = Very poor)
i) Performance [ ]
ii) Price [ ]
iii) Features [ ]
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 iv) After sales services [ ]
10. How satisfied are you with the performance of your water purifier?
i) Highly satisfied [ ]
ii) Satisfied [ ]
iii) Neither satisfied nor dissatisfied [ ]
iv) Dissatisfied [ ]
v) Highly dissatisfied [ ]

11. Do you have any problem with your water purifier?

i) Yes [ ]
ii) No [ ]
If yes, please specify_________________________

12. Your family’s gross household income -

i) Below 10,000 [ ]
ii) 10,000 to 20,000 [ ]
iii) 20,000 to 30,000 [ ]
iv) 30,000 to 40,000 [ ]
v) Above 40,000 [ ]

13. Your Occupation –

i) Government employee [ ]
ii) Private employee [ ]
iii) Student [ ]
iv) House wife [ ]

14. Your Education –

i) High school [ ]
ii) Intermediate [ ]
iii) Graduate [ ]
iv) Post-graduate [ ]
v) Any other; please specify_______________

Thank you for sparing your precious time!

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