brm_proj

7/31/2019 BRM_PROJ

1/25

Made by:Varun Sharma 08503909Parag Mahajan 08503910

Karan Bagga 08503911Kajal Agrawal 08503991

7/31/2019 BRM_PROJ

2/25

What is a water purifier?A water Purifier is a device that removes

contaminants such as parasites, algae, viruses,bacteria, minerals,fungi, toxic metals, andmanmade chemical pollutants from water tomake it pure and safe for human consumption.

7/31/2019 BRM_PROJ

3/25

The water purification business in India is undergoingmajor changes, not just in terms of technology, but

also in terms of pricing and competition. Innovationand product differentiation seem to be the keymantras in the business.

7/31/2019 BRM_PROJ

4/25

PROBLEM STATEMENT

Study the Buying Behavior Of Urban ConsumersTowards the purchase and usageofWater Purifiers

On the basis of this problem statement, the specificobjectives have been crystallized.

7/31/2019 BRM_PROJ

5/25

OBJECTIVE

To find out the reason to buy waterpurifier.

To know the awareness level of consumerstowards water purifier.

Factors influencing the choice of buyerswhile making the purchase of a purifier.

7/31/2019 BRM_PROJ

6/25

RESEARCH DESIGN

The research study first examines the various facetsthat have an impact on the Buying Behavior Of UrbanConsumers Towards the purchase and usage of WaterPurifiers

A survey taken among the general public with a

sample to arrive at several conclusions regarding thebuying behavior of urban consumer with respect towater purifier.

7/31/2019 BRM_PROJ

7/25

HYPOTHESIS

Ho: There is no awareness level of consumers towardswater purifier.

Ha: There is awareness level of consumers towards waterpurifier.

Ho: There is no relationship between the usage of purifier andhealth & safety

Ha: There is a relationship between the usage of purifier andhealth & safety

Ho: No factor influence the choice of buyers while making thepurchase of a purifier.

Ha: Factor influence the choice of buyers while making thepurchase of a purifier

7/31/2019 BRM_PROJ

8/25

The drivers: Scarcity of clean drinking water- As per World Bank,

80 percent of communicable diseases in India arewater related.

Low penetration of water purifiers

Increasing urbanization

Waterborne diseases- With the population size of 1.17billion, only less than 15 percent people have access to

safe drinking water. It is estimated that about 10million illnesses and 700,000 deaths in India could beattributed to diarrhea.

7/31/2019 BRM_PROJ

9/25

RESEARCH DESIGN The research study first examines the various facets

that have an impact on the Buying Behavior Of UrbanConsumers Towards the purchase and usage of WaterPurifiers

A survey taken among the general public with asample to arrive at several conclusions regarding thebuying behavior of urban consumer with respect towater purifier

7/31/2019 BRM_PROJ

10/25

Challenges faced are: The lack of standards

Low awareness levels- Nearly 30 percent of rural India

has no access to safe drinking water. Awareness ofhealth risks linked to unsafe water is still low amongthe rural population.

7/31/2019 BRM_PROJ

11/25

Market Dynamics

The Indian water purifier market is on a high growthtrajectory. It is estimated at Rs 2000 crore with total sales ofabout 5 million units.

The five major brands are:

Aquaguard

Hindustan Unilever Limited

Kent

Zero B

Whirlpool.

7/31/2019 BRM_PROJ

12/25

SAMPLE SIZE

Sample size is the number of observations used for

calculating estimates of a given population

The chosen sample size is of 100 customers who usewater purifier between the ages 18-65

7/31/2019 BRM_PROJ

13/25

SAMPLE DESCRIPTION

The data taken for study is a convenient sample

representing the choice of people today , so that aproper conclusion can be reached.

The target is people aged between 18-65

7/31/2019 BRM_PROJ

14/25

INSTRUMENTATION TECHNIQUES The questionnaire technique is used for the survey and

the reasons for using this approach

It covers wide area It is not an expensive affair

Original data could be obtained It is free from allbias

Easy to tabulate and understand

7/31/2019 BRM_PROJ

15/25

DATA COLLECTION & ANALYSIS The primarydata are those which are collected afresh

and for the first time, and thus happen to be originalin character.

The secondarydata, on the other hand, are thosewhich have already been collected by someone elseand which have already been passed through thestatistical process.

Both primary data and secondary data were used inaccomplishment of objective of the research

7/31/2019 BRM_PROJ

16/25

DATA COLLECTION & ANALYSIS1) Gender

GENDER NO. OF

RESPONDENTS PERCENTAGE

MALE 46 46%

FEMALE 54 54%

46%

54%

MALE

FEMALE

Interpretation:-Majority of the respondents i.e., 54%

are females

7/31/2019 BRM_PROJ

17/25

DATA COLLECTION & ANALYSIS

EMPLOYMENT

STATUS

NO. OF

RESPONDENTS PERCENTAGEEMPLOYED 67 67%

UNEMPLOYED 33 33%

67%

33%

EMPLOYED

UN EMPLOYED

Interpretation:-

Majority of the respondents i.e. 67 % are employed which depicts the income level.

2) Employment Status

7/31/2019 BRM_PROJ

18/25


Awareness No. Of

respondents

Percentage

Yes 92 92%

No 8 8%

92%

8%

yes

no

Interpretation:-Majority of the respondents i.e., 92% are aware about the Water purifiers

4. Awareness among people about theuse of water purifiers

7/31/2019 BRM_PROJ

19/25


4. Awareness among people about thedifferent varieties of water purifiers

Awareness

about

varieties

No. Of

respondents Percentage

Two 6666%

Four 23

23%

More

than four

2

2%

Dont

know

9

9%

66%

23%

2%

9%

two

four

more than two

dont know

Interpretation: - Majority of the respondents i.e. 66% are aware of twobrands of water Purifiers

7/31/2019 BRM_PROJ

20/25


6). Perception of people about the price of the water purifier

38%

45%

17%

EXCESSIVE

REASONABLE

DIFFICULT TO SAY

Interpretation:-Majority of the respondents i.e. 45% feel that the price

Is reasonable

7/31/2019 BRM_PROJ

21/25


MOST

PREFERRED

BRAND

NO. OF

RESPONDENT

PERCENTAGE

AQUA

GUARD

42 65%

ZEROB 11 17%

OTHERS 12 18%

TOTAL 65 100%

7) Most preferred water purifier

Aquaguard

Zerob

others

7/31/2019 BRM_PROJ

22/25

FINDINGS The female respondents as per the data collected is

54% who prefer water purifiers for safe drinking waterin order to protect their family from diseases.

The employed percentage i.e. 67% is more comparedto unemployed, which shows the income level and thehigh usage of purifiers.

Awareness of people towards safe and pure drinkingwater is 92% .So this shows the work of media whichhas created an environment for safe drinking water

7/31/2019 BRM_PROJ

23/25

FINDINGSAs per this study Aqua guard, Eureka Forbes, aqua

fresh, Zero B, Kent, Wipro, are the preferred purifiers.Among these aqua guard is most preferred by 65%

Preference of people towards branded purifier is morebut many a times due to cost or high price of brands,the usage of purifiers are neglected.

Age group from 18-45 yrs has responded in the samemanner, as per their response pure, safe water isnecessary for children as well as for adults

7/31/2019 BRM_PROJ

24/25

SUGGESTIONS There are still efforts needed to make people aware

about the water purifier. More varieties of water purifier should be introduced

in the city so that the people may get a chance ofoption to choose. Water Purifiers Companies must provide after sale

service to their customers. Companies shall introduce or increase the range of

their product in respect of price so that a lower middleclass people may also afford to have water purifier.

Media must attempt to make rural areas awareabout the water purification.

7/31/2019 BRM_PROJ

25/25

THANK YOU

brm_proj

Documents