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Chapter-1
Introduction
Servicare lab limited, a HC Dugar Group company is
marketing bulk package drinking water under the brand name
Aqua Cento in Bangalore. The company has sizeable presence
in the bulk packaged drinking water marketed with customer
in corporate, domestic and other sectors to increase their
market share company wanted to know about market
potential of package drinking water. The researcher has
conducted a market survey on packaged drinking water at
corporate level. The major objectives of this study are to find
out the market potential of the packaged drinking water and
the companys market share and growth potential.
For this study descriptive research design is adopted because
the researcher have to understand the characteristics of
certain phenomena underlying problems. This research work
done with the help of questionnaire containing some questions
and survey is done in different areas of Bangalore in different
organizations. After analyzing the data collected from survey
some facts come in to picture.
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The potential of package drinking water in market is
high. Packaged drinking water occupied a large market but
still a large another part of market mainly organization used
tap water and water purification system and the company canconvince these non user by telling how package drinking water
is beneficial to them. Also package drinking water to only
small sector there is high potential of package drinking water
in big organization. As big organization is providing and more
facilities to their employees and in case of package drinking
water people are price and quality conscious as water is easily
available. So a company can enlarge their market share by
suitable pricing policy so that consumer can think this is a
reasonable with respect to quality.
The other factor which is highlighted is that of
consumer organization are satisfied with respect to package
drinking water package drinking water but the rest of others
not satisfied either package drinking water highlighted some
of reasons like. Quality is not good, cannot believe in its purity
and regarding service and price. Such type of consumer can
be accessed and the probability of absorbing them as
customer is very high.
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1.1 Introduction of the study:
Water is essential element in the food of a human
and various other activities performed by human being.
Without water a human being cannot be think of living. Our
earth is covered with more than 70%of water. But only few
percentage of this can be used for drinking purpose, but due
to rising complexity in human life and increase of more and
more pollution, this small percentage of drinking water is also
polluted and which is hazardous for a life of human being.
This has created an even increasing market for
producing and selling purified water. Many companies come
with their different bran of packaged drinking water. Now
there are several brands of packaged drinking water in the
market and each are providing different type of service.
In todays market consumer is the king. His
satisfaction of quality and service is the key to success of any
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marketing function of an organization. To make the consumer
happy the product, price and physical distribution are
paramount important. All the parameter is interrelated for the
purpose of our specific study. Research shall now concentrateon identification of market potentiality packaged drinking
water in bangalore and other related areas for service.
Marketing is merely a civilized form of warfare in which most
battles are with ideas and disciplined thinking. The most
stating point for the disciplined of marketing lies in different of
human need and wants and desires and state of deprivation.
Intense competition is the hallmark of present market
scenario. In this content the consumer is presented with
humorous choices of product and services.
Servicare lab Ltd. in the face of such severe competition has
been achieve a undoubted market by providing different type
of service and by creating and identifying different potential
market.
A market research for identifying the new areas for the
packaged drinking water is essential, as there are too many
customers. Some companies are competing to enlarger their
share of existing market. As the result they are winner and
losers. The losers are those who carefully analyze the needs,
identifying opportunities and create value rich offers to target
consumer groups and by motivating nonuser to use their
product.
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So a company can identify the potential market by identifying
those area where competitors cannot approach or providing
better service that will match the consumer need.
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1.2 THEORITICAL BACKGROUND OF THE
STUDY:
Market potential is related to various concepts of marketing
that are not interrelated but provide a base to find out
potential market of a companys it is necessary to define the
concepts.
Market:
A market consists of the entire potential customer sharing a
particular need or want who might be able to engage in
exchange to satisfy that need or want. Thus the size of market
depends upon the number of people exhibit their need or want
.A market is set of all actual and potential buyers of the
product. The product .The potential market is a set of
consumers that shows a sufficient level of interest in a defined
market offer. Consumer interest is not enough to define a
market, however potential consumer must have enough
income for the product and they must have access to product
offer. If the products are not distributed in certain areas
Potential consumer in those areas are not available to
market .So the available market is set of consumer who have
interest in access to a particular market offer.
Marketing:
Marketing can be defined as System of interrelated
activities design to develop price, promote and
distributed goods and service to groups of customers
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American Market association defines marketing as The
performance of business activities that directs the flow
of goods and service from producer to consumer It is
the human activities directed at satisfying needs and wantsthrough exchange process
Marketing Concepts:
Marketing concepts can be defined as A management
philosophy seeks to determine a satisfy customer
needs using integrated Marketing programmers to
achieve organization goal.
According to C.C.Night marketing embraces all part made in
discovery of consumer actual an potential requirement for
commodities and service and steps taken for succeeding the
actual distribution.
There are five competing concepts under which organization
can choose conduct their marketing activities
1.Production Concept
2.Product Concept
3. Sales concept
4. Marketing concept
5.societal marketing concept
Production concept:
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This concept holds that consumer will favor those products
that are widely available and low in cost. Managers in
Production oriented organization concentrates on achieving
high Production efficiency and wide distribution.
Product concept:
Hold that consumer will favor those product that offer the
most quality, performance or innovative features.
Selling concept:
Status that concept, if left along with ordinary not buy enough
of the organization product. The organizations must, therefore
undertake an aggressive selling and promotional effort.
Marketing concept:
Holds that keys to achieve organizational goals consist of
being more effective than competition in integrationmarketing activities towards determining and satisfying the
needs, wants and efficiently than competition in a way that
preserve of enhance the consumers and the societys well
being.
The marketing concept is made up of three componentsstarting with customer needs and wants a firm develops
organization group.
There are five elements of marketing concept:
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1.Marketing is consumer oriented: Marketing starts with
the determination of consumer wants and with the satisfaction
of those wants.
2.Marketing are an integrated consumer functional: All
marketing function is completely interrelated and
coordinating.
3.Marketing direct towards profit: It helps in achieving the
profit goal, set by company.
4.Marketing concepts involve scientific planning action
and control: The marketing concept is the marketing plan.
The plane of action objective and follow through
5.Social oriented: it is a broadened concept related to
environment quality of life etc.
Target marketing:
Here the seller distinguish the major market elements, targets
one or more of this segments and develop products and
markets program tailored to each selected segments..
Target marketing call for three major steps:
Market Segmentation: Identify and profile distinct groups
buyers who might require separate products and or
marketing mix.
Target marketing: Select one or more market segment to
enter
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Product Positioning: establish and communicate the
products key distinctive benefits in the market
Market Demands:
For a product is the total volume that would be brought by a
defined customer group in a geographical area in a definite
time period in a defined marketing environment, Under a
defined marketing program. The market demand corresponds
to this level called market forecast .The overall performance of
company depends upon the demand of market .It is necessary
to forecast the future demand and to satisfy current demand
by different means.
Market Potential:
A market potential is an estimate of maximum possible sales
opportunities present in a particular market segment and toopen all section of goods or service during a stated future
period.
A market potential indicates how much of particular product
can be sold to a particular market segment over some future
period assuming the application of appropriate marketing
methods.
Analysis of market potential
The following steps can analyze market potential:
Market Identification
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Market Motivation
Analysis of market potential
A.Market Identification:
The first step Im analyzing a product market potential is to
identify its. Market Identification requires finding out:
Who buys the product?
Who uses it?
Who are the prospective buyers and users?
Market identification studies reveal the characteristics that
differentiate the market segment making up the product
market potential.
B. Market motivation:
The second steps in analysis potential is to detect the reason
why customer buying the product and why potential customer
might buy it. Market motivation studies answer these
questions.
# Why do company buy?
# Why dont people buy?
The answer helps not only in estimating market potential but
also assist the sales executing to seeking in increasing he
effectiveness of promotional programmes.
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C. Analysis of market potential:
Having identified the potential buyers and their buying
behavior the steps is to analyze the market potential.
Generally market potential cannot be analyze directly. So
analysis makes use of market factor. Thus using market factor
for analyzing market potential is a two-step process.
# Selection the market factor associated with the
product demand.
# Eliminate that market segment that does not curtain
perspective buyers of product.
Total market potential:
Total market potentials the maximum amount of sales that
might be available to all in an industry during a given period
under a given level of industry marketing effort and given
environment condition. A common way to estimate, it is as
follows----
Q= n*q*p
Where,
Q= total market potential,
N= number of buyers in the specific product market
under the given assumption,
Q= quantity purchased by as average buyers,
P= price of an average unit.
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Companysalesforecast:
It is an expected level of company sale based of a chosen
marketing plan and an assured marketing environment.
Companysalespotential:
It is the rates limit approached by a company demand as
company marketing effort increase relative to the competitors.
Customer satisfaction:
Satisfaction is the process feeling pleasure of disappointment
resulting from comparing a product perceived performance or
outcome in relating to his or her expectation. So a customer
is satisfied only if the products perceived performance
matches his expectation. If the performance is fall short of
expectation the customer will be dissatisfied. Many companies
are aiming for high satisfaction because customers who are
just satisfied still find it easy to switch when a better offer
comes along. So far customer-centered companies customer
satisfaction is both a goal and a making tool.
How to measure the customer satisfaction?
Different companies used different tools tracking and
measuring customer satisfaction.
Tools for tracking and measuring customer satisfaction,
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Compliant and suggestions customer center organization
can make it easy for its customer to deliver suggestion and
complaints.
Customer satisfaction Survey: The company can conduct
periodic survey with the help of sending Questionnaire or
through telephones calls to a random sample of their recent
customer and ask if they were satisfied indifferent some
what dissatisfied or very dissatisfied with various aspect of
companies performances.
GhostShopping:
Company can hire persons to pose a potential buyer to report
their findings on strong and weak point, they experienced in
buying the companys and competitors product. These Ghost
shoppers can even pose certain problem to test whether the
company sales person handles the situation well.
Lost customer analysis:
Companies should contact a customer who has stopped
buying or who have switched to other supplier to learn why
this happened. With the help of these tools company can find
out the level of consumer satisfactions and act accordingly.
MarketShare:
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A companies market share is sale of a companys percentage of
total sale of a market, means the market captured by a company
and its brand. In order to know the potential market from a company
product and how the company is performing relative to the
competitor .For this management has to track its market share and
analysis of market share should be done.
There are four measures of market share:
Overall market shares: It is a company sale expressed as
a percentage of total market sales. Two decisions are
necessary to use this measure. First to use unit sales or
dollar sales express market, second is how to define total
market.
Served market share: The company served market share
is its sales expressed as a percentage of the total sale to its
served market, its served market is all buyers who are able
and willing to buy the product.
Relative market share (to top three competitors): the
company relative market shares to its market competitors
express its sales as a percentage of the three largest
competitor combined sales.
Relative market share (to leading competitors): some
company tracks their share as a percentage of their leading
competitor sales. A relative market share of exactly 100%
means that the company is tied for lead. A rise in
companys relative market share means that it is gaining on
its leading competitors.
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These all are the main concept of market and to know about
the market potential of the company and its products.
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Chapter 2
Design of the study2.1 Objective of the study
2.2 Scope of the study
2.3 Statement of the problem
2.4Review of literature
2.5 Research Methodology
2.6Sampling Design
2.7 Sampling Method
2.8 Sources of data
2.9 Data collection instrument
2.10 Pilot Study
2.11 Data analysis
2.12 Over view of the report
2.13 Limitation of the study
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DESIGN OF THE STUDY
Research is the process of gathering recording and
analyzing critical and relevant facts about any problem in any
branch of human activity. It refers to a critical and searches
into study and investigation of a problem, a proposed course
of action, a hypothesis or a theory.
Research in common parlance refers to a search for
knowledge. In fact research is an art of scientific investigation.
The research methodology comprises of all activities that are
carried on in connection with marketing management for
planning a research project, it is essential to anticipate all that
must be under taken for its successful completion.
The purpose of research is to discover answer to
question through the application of scientific procedures. Themain aim of research is to find out the truth which is hidden
and which has not been discovered and as yet.
In this study of Packaged drinking water marketing
research involves collecting information that is relevant to a
specific marketing problem facing by the company.
The marketing research procedure consists of foursteps
Defining the problem and research objective.
Developing the research objective
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Analyzing the information
Presenting the finding
2.1. OBJECTIVE OF THE STUDY
Following Are The Objectives Of The Study:
1.To study the respondents awareness towards Aqua Cento
Packaged Drinking water.
2.To know the relative importance of various attributes like
price, quality, packages and so on and the brand asperceived by the consumers.
3. To analyze the different brands of Aqua Cento Packaged
Drinking Water available in the market and the consumer
preference towards the different brands of Packaged Drinking
Water.
4.The primary objective of the study is to find out the marketpotential towards Aqua Cento Package Drinking Water.
5.To determine the customer acceptability and satisfaction
towards the Aqua Cento Packaged Drinking Water.
6.To know the customer attitude towards Aqua Cento
Packaged Drinking Water.
2.2 SCOPEOFSTUDY
The scope of study is comprehensive in the sense as it
covers many aspects, which is beneficial for the company
point of view. This research work will be much helpful to the
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company as it aims to bring out the market potential of
Packaged drinking water. Finding out the where the
companys brand exist as compared to competitors brand
This information will help the company to explore the
new consumer (Corporate offices) of Packaged drinking
water and a follow up programme on this project will help
the company in increasing the overall profitability and
leadership level in the market.
The project work highlights the consumers preference
and their Market Potential towards Aqua Cento PackagedDrinking Water. In this study I have covered 100 regular
users of Aqua Cento Packaged Drinking Water.
2.3 STATEMENTOFPROBLEM
The usage of packaged drinking water in organizations is
growing day to day and now almost every organization is
using Packaged drinking water at official and staffs level for
the good health of their employees. Servicare lab ltd
providing packaged drinking water to different organization
namely Aqua Cento Packaged drinking water. In this
growing demand and usage of Packaged drinking water
researcher has to find out market potential of Packaged
drinking water and to find out where the companys brand
exist currently in terms of consumer satisfaction and
market share as compared to the competitor brand.
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Thus the statement of problem for the study could be
generalized as under.
Study of market potential of Packaged drinking water used
by organizations in Bangalore city
2.4 REVIEW OF LITERATURE
For the purpose of this study the information collected
was from the primary data, which was obtained from field. To
make the research work more meaningful the otherinformation was collected from different sources, which are as
follows.
Various theoretical books are:
1. Marketing management -- Philip Kotler
Edition: Ninth, Publications: Practice hall India
2. Marketing Research -- Harper W. Boyd Kalth
West Fall
Edition: seventh, publication: Frwin
3. Research Methodology -- G. R. Kothari
4. Marketing Research -- C. R. Sharma
The literature regarding of the organization and
organization growth and development was reviewed from
companies----
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Annual report
Brochure
Subscriber
Besides this, the researcher gone through daily
newspaper periodical and other publication related to
business.
The objectives of study are divided into primary objective
i.e. main objective and secondary objective i.e. objective
ancillary to primary objective.
(a) Primary objectives
1.To find out the market potential of Packaged
Drinking Water used in organization Bangalore city.
2.To know about the existence of company brand in
terms of consumer satisfaction and market share as
compared to the brands of competitor.
(b) Secondary objectives
1.To find out the opinion of respondent about
companys product its quality and service and about
the competition of product, quality and price.
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2.To identify overall demand of Packaged drinking
water.
3.To find out consumer perception about quality and
price
4.To find out the usage of companys as well as
competitors product.
2.5 RESEARCH DESIGN/RESEARCH METHODOLOGY
The Research design is a logical and systematic plan
prepared for directing a research study. It specifies the
objective of the study, the methodology and techniques to be
adopted for achieving the objective. It constitutes the blue
print for the collection, measurement and analysis of data. It is
the plan, structure, strategy of investigation conceived so as
to obtain answer to research question. The plan is the overall
scheme or programme of research.
A research design is the programme that guides the
investigator in the process of collecting analyzing and
interpreting observations. It provides a systematic plan of
procedure for the researcher to follow. Marketing researcher
project must be designed so that the result should be reliable
and valid. Reliability means the same result can reputed in
successive research validity means the research must actually
measure what is being invested depending on the specific
problem being investigated several different types of studies
can be employed.
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TYPE OF RESEARCH DESIGN
Exploratory Research
A type of Research concluded to clarify the problem
definition and prepare for additional research to
proved or disapprove the hypothesis. Exploratory
search gain of three types i.e. literature survey,
Experience survey, and case study. The purpose of
his research is to aid the investigator in formulating
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RESEARCH DESIGN
EXPLORATORY RESEARCH CONCLUSIVE RESEARCH
LITERATURE SURVEY EXPERIENCE SUYVEY CASE STUDY
HISTORIC RESEARCH DESCRIPTIVE
RESEARCH
EXPERIMENTAL
RESEARCH
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the research hypothesis. For this reason it is also
called formulated hypothesis.
Conclusive Research
Conclusive Research is more applicable research design than
exploratory research. Once the hypothesis is formulated the
static is set to collect data and prove the hypothesis.
Conclusive research is also sub divided in three categories i.e.
historical, descriptive and experimental.
Research Methodology
The research design adopted for this study is
DESCRIPTIVE RESEARCH design for collection data. This is
the one that simply describes something such as demographic
characteristics of consumers who use the product. The
descriptive study is typically concerned with determining how
two variables vary together. Because this study concerned
with specific prediction with narration of facts and
characteristics, concerning individual group or situation. More
over descriptive research is the minimization of biasness and
maximization of reliability.
2.6 SAMPLING DESIGN
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Sampling design or plan is the process in which it is
decided what population or sample unit should be studied,
what should be the sample size and what sampling procedure
should be used and what sampling contact method should beused.
2.6.1 SAMPLING UNIT
Sampling unit means that is to be surveyed. In this
study the sampling unit is all the corporate office using
package drinking water, ordinary water or water purification
system.
2.6.2 SAMPLE SIZE
The no of units to be surveyed from sample site can be
determined in the ways:
I) Based on the universe, when the size of universe of
unknown.
II) Not based on universe when the size of universe is
known
In this study the size of universe is unknown but time is
very less and because of limited budged the size of sample is
restricted to100 Nos. Means 100 nos is the no of sample
units who will represent whole population.
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2.7 SAMPLING METHOD
When the information is collected or obtained only from
a portion of the population it is called sampling method or
technique.
There are two type of sampling technique:
I) Probability.
II) Non-probability.
1.PROBABILITY SAMPLING: The sample size is chosen in
such a way that each member of the universe have a known
change of being selected.
Various types of probability sampling are:
a) Sample Random Sampling: Under simple random
sapling each member of the population has a known and
equal chance of being selected.
b) Systematic sampling: In this respondents are chosen
in a systematic way from the population.
c) Stratified sampling: Here the researcher picks up
certain groups of total population.
d) Cluster sampling: In this population I grouped into
various clusters of profile of areas.
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2. NON-PROBABILITY SAMPLING: In this chance of any
particular unit in the population being selected is unknown.
Most frequently used non-probability sampling are:
a) Judgment sampling: In this the researcher judges who
are the respondents to be studied.
b) Quota sampling: In this universe is divided into strata
on the basis of characteristics of population.
c) Convenience sampling: In this the sample units are
chosen on the basis of convenience to the researcher.
In this research work the sampling technique followed is
convenience sampling. In this researcher I went to many
areas, which is convenient to me and from where data can be
collected easily. In spite of the biasness of the representative
of selected sample however it is suitable to descriptive
research where the idea is to find out the variables having
impact on the problem.
2.8 SOURCE OF DATA:
Collection of facts (raw facts) is known as data. There are
two types of data available, which is used in any research
work are:
Primary data: Information collected especially for the
purpose of investigation at hand as primary data. These are
not readily available in the firm. This research work done is
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mainly depends upon the primary data which is collected
through survey and with the help of a questionnaire.
Secondary data: This is the data, which is readily
available in the firm. This include those data which are
collected for some earlier research work and are appliance or
usable in the study researcher has presently undertaken. The
secondary data is also used in this research like profile of
organization and various other data available in the firm.
2.9 DATA COLLECTION INSTRUMENT:
For collection the primary data questionnaire is the main
instrument used. A questionnaire is a firm list of questions to
be answered by responded. This questionnaire is prepared
according to the predetermined objective and the information
to be collected form the respondents. In this research work
questionnaire used contain 19 questions, which is relevant to
objective and is prepared under the guidance of company
guide and college guides. During survey the personal interview
method is used to collect the data.
2.10 PILOT STUDY
The pilot study was conducted among 10 users to known about
the suitable and easy understanding of questionnaire. After the study
certain ambiguous items are identified and they were made clear
with some more addition.The final questionnaire was prepared after
the pilot study and the questionnaire prepared is structured
undisguised questionnaire. Few changes are made after pilot study.
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a) Questions were made simple and easy to understand.
b) Sequence of questions in an order.
c) Clear options are given.
2.11 DATA ANALYSIS
There are various type of methods to analyze the data
collected through questionnaire mostly used method are as
follows.
2.11.1 PERCENTAGE METHOD
This is widely used method to analyze the collected data.
It is done by calculating the percentage of corresponding
number of each category to the total of all the number. For
instance, find out the percentage of respondent with opinion x
to a particular question. We have to calculate percentage as
follows:
No of respondents with opinion
X 100
Total No of respondents
In research when the concept is measured is complex
and abstract we can employ the scoring technique. In this
method certain weight will be assigned to various degree of
opinion. By multiplying those numbers with the corresponding
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number of respondent we will get individual score, which on
summation will give a total score. This is representative No. Of
combination of different opinions we can evaluate the same
with other scores obtained through similar procedure andcome to conclusion.0
2.12 OVER VIEW OF THE REPORT
Chapter 1: Introduction
General introduction of study and theoretical background of
study.
Chapter 2: Design of the study
Includes statement of problem, objective of study ,the design of
research and sampling design and methods of collecting data , and
methods used for analyzing data.
Chapter 3: Profile
The brief details of the industry, origins growth and
development as well as present status of the industry. Origins
and growth of organization, presents status, functional
departments. and details about sampling unit.
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Chapter 4: Analysis and Interpretation
Classification of data its tabulation and interpretation
Chapter 5: Finding and conclusion and
recommendation
Conclusion of whole summary and recommendations is given
on the basis of analysis.
2.13 LIMITATION OF STUDY
The study conducted is valuable and giving us
substantial information from specific sample size. However
this study is suffering from some limitations.
1. The study conducted is limited to Bangalore city only and
hence its application and generalization cannot be
possible beyond Bangalore city.
2. The main limitation of the study is time. Due to limited
time it was really difficult to complete such study in this
short time span.
3. Lake of co-operation and the researcher encountered
some difficulties in collecting the required data because
the attitude of few respondents was non-co-operative
towards the researcher.
4. The distance involved in traveling from one place to
another and meeting the respondents was another
round.
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5. Some time the main person who can able to give
maximum information could not give me sufficient time
because of his busy schedule, so the information
collected from others not give much of that.
6. The research is conducted only from company point of
view.
7. This study is related to only marketing subject.
CHAPTER3
PROFILE
3.1 PROFILE OF INDUSTRY
3.2 PROFILE OF ORGANISATION
3.3 PROFILE OF SAMPLE UNIT
3.1 PROFILE OF INDUSTRY
INDUSTRY OVERVIEW
Water is the source of life and nothing can survive without it.
The above may be altruism, but it is an inexhaustible
resources. Rising population along with unplanned industrial
growth has led to natural resources getting polluted. Water
resource has become so polluted that natural minerals and
salts have become so polluted that natural minerals and salts
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have become extinct, thus the need of pure drinking water.
Specialists and concerned people insist that the next war, if
any will be fought for water and not oil. Medical reports
indicate, that in India nearly 30,000 people suffer of waterborn diseases every day. And nearly 70 percent of all water
available in the country is polluted, reports also suggest that
the entire water available on Earth, only 1 percent is available
for use as the rest of the water is either highly salty oceans or
blocked in ice.
Studies conducted by health authoritys show that 10
percent of urban water sources in India are contaminated and
80 percent of human diseases has led to natural resources
getting polluted, with water resources becoming so polluted
that natural minerals and salts have become extinct. The
domestic per caption consumption of Packaged drinking water
is around 0.08 liters versus the global average of 7.7 liters. At
one time the consumption of bottled water, commonly knownas packaged drinking water, for drinking was the privilege of
the affluent class, but the present decade is witnessing their
increasing popularity among average consumers. Improved
packing techniques coupled with increasing demand made
way for large-scale commercialization of these types of
waters. Consequence to the situation, considerable
commercial exploitation, the demand for Packaged drinking
water has increased all over the country. The most striking
illustration of such a evolution is proved by distribution of
various brands of Packaged drinking water to railways,
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Airways, Airlines and at popular tourist places and public
functions.
In early Nineties there were very few brands of pure
drinking water. But with the opening of the economy, the Rs.
1500 crore pure drinking water industry is virtually booming
while the customer is still not sure whether he is getting 100
percent pure drinking water.
REASONS FOR GROWING POPULARITY
Significant reasons for the growing popularity of
packaged drinking water include the quality of the municipal
supplies water, which is initially impure, and requires
numerous treatments including chlorination for disinfections.
Even after such treatment, traces of chlorine in water are
considered to be carcinogenic Scarcity of portable and
wholesome water at Railway station places of tourist interest
etc. High salinity index of ground water in coastal areas higher
concentration of objectionable inorganic constituents like
calcium, magnesium, nitrates and fluorides in many
parts of the country. With increases in living standards of
peoples use of pure drinking water is considered as a status
symbol. The product once an exclusive product for foreign
tourists and highly health conscious nationals has become
synonymous with drinking water for a much wider section of
the population today.
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Packaged drinking water has attracted quite a large
section of the urban population because:
SPECIFIC PROPERTIES POSSESSED BY THE PRODUCT
It is bacteria free, capable of being consumed even by
suffering patients. It is crystal clear and advisable for safe
consumption. Addition of minerals leads to enrichment of the
contents of the water thereby making it all the more
advantageous to consume.
The government and the tourism development
Corporation had their role in expanding the popularity of this
product. Railways and Airways serve pure drinking water as
part of their catering which undoubtedly has induced the
travelers to demand this product for their regular
consumption.
Shortly all the packaged drinking water companies are
likely to be brought under the control of the state Food and
Drug Administration (FDA). The Central Committee for
Food Standards has already passed a resolution to seek
amendment to the existing Prevention of Food
Adulteration (PFA). Act, 1955, which now covers only pure
drinking water to include all types of bottled water under its
preview. The proposal is pending clearance by the Union
Cabinet. (EII & C 22nd June 1988)
Contrary to popular perception, most of the brands
available are pure water and not packaged drinking
water. At present there are no specific industrial licensing
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policy for the Packaged drinking water sector. Any person can
set up a Packaged drinking water unit without establishing the
source of water or the technology used to purify it.
SIZE AND STATUS OF INDUSTRY
Bottled pure drinking water as the product water has
been captioned, transforming itself into a common everyday
product of a major section of the society. The product once an
exclusive product for foreign tourists and highly health
conscious nationals has become synonymous with drinking
water for a much wider section of the population today.
Travellers both domestic and foreign tourist that has
given the initial fillup required for the growth of the product. It
is no exaggeration to state the product that has gone
substantially with the growth in the level of foreign tourists,
who have helped extensively to popularize the product.
The habit of undertaking specialized conducted tours hasbeen growing in our country. Number of domestic tourists is
regularly picking up at almost all tourist centers due to
package tours that offer more convenience to domestic
tourists; these changing habits have created growing
awareness for pure drinking water to the Indian population.
Pure drinking water is expected to gain status as an item
of regular demand and consumption shortly. The mass at
large, even in semi urban and rural areas, are likely to prefer
this product in due course. A typical market survey has
indicated the patterns of consumption are as follows:
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More than 60 % consumed/sold at Hotels and
Restaurants.
Around 15 % consumed at households
Around 10 % consumed at offices and
institutions
Around 8%at conference and functions
The balance at hospitals and health centers
GROWTH AND DEVELOPMENT OF INDUSRY
Till a decade ago pure drinking water consumption has
been primarily associated with the foreign tourists. But today
it is not only an item sought after by the visiting tourists, but
also the local population. The water bottles of various brands
stacked on the shelves of petty shops and departmental
stores, small restaurants etc. stand testimony for the fact that
mixed water has already gained wide popularity.
There has been a growing health consciousness among
the educated and higher income groups who resort to
Packaged drinking water. Health studies have revealed that
water available to us is unsafe to drink. Consumption of
contaminated water results in serious health hazards and
hence the switch over to safe drinking water or the pure
water.
Being a tropical country with long summer and generally
high temperature, the consumption of water is high in our
country.
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There has been a marked change in the food habits and
general attitude of the Indian population especially the
educated ones. In this connection bottled pure drinking water
has found a place as a status symbols and making it anincreasingly demanded product.
The increase purchasing power of a much larger sections
of the society. Growing industrial activities have helped to
develop a stream of sophisticated business houses, offices,
establishments which are manned by a new generation of
executives who believe in high levels of sophistication this
factor has contributed significantly to the growth and demand
for Packaged drinking water.
Many private and public sector units buy Packaged
drinking water in jerry 6 cans for their employees to provide
with clean drinking water.
A study of all these contributory factors would beyond
doubt confirm that bottled pure water is no longer an
aristocratic product but it is for one and all that have aesthetic
sense of cleanliness, hygiene and above health conscious. The
factors studied carefully present a logical analysis of the
market segments that contribute to the growth of market of
Packaged drinking water.
The inferences derived on the above basis are being
supplemented with the study of demand estimates, worked
out on the basis of prospects for consumption in each of the
major sections offend-user segments.
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A BRIEF OF A FEW BRANDED COMPANIES PROVIDING
PACKAGED DRINKING WATER:
The AQUA CENTO a major player in the pure drinking
water field has positioned its product by adopting a new
strategy.
With a new packaging concept which has a seal to be
torn and ripped away from the bottle cap and cannot
be reattached in order to reassure customers that
AQUA CENTO water is pure and safe.
Innovative package sizes by launching 2 new sizes in
the market 1-litre bottle, and the 20-liter bulk.
Aggressive pricing, despite an Rs12 MRP price for its
1-liter and it is also pricing 20-liter pack at Rs 50.
AQUA CENTO has a market of 35%. However with more
players entering this field the market share is liable for
change.
The AQUA BISLERI (I) LTD. A major player in the pure
drinking water field has positioned its product by adopting a
new strategy.
With a new packaging concept which has a seal to be
born and ripped away from the bottle cap and cannot be
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reattached in order to reassure customers for that Bisleri
water is pure and safe.
Innovative packaged sizes by launching four new sizes in
the market 500 ml bottle, 1 liter bottle and the 20 liter
bulk carboys in addition to existing 2 liter bottle.
Aggressive prices, despite a rs 12 MRP price for its 1
liter; 2 liter being priced at rs.18; 20 liter pack at rs.55
and 500 ml being priced at rs.7.
Bisleri has market share 30% however with more players
entering this field the market share is liable for change.
Hello Aqua Packaged drinking water
It has 38 franchisee offices in major cities. By 1998 end it
is expected to reach 45. They supply technology, dispense
machines and bottles from Delhi and the water is produced at
the franchisee end. Hello has a sales turnover of approx. Rs.20crores for Delhi alone.
3.2 PROFILE OF THE ORGANISATION
IN THE BEGINNING
It all began over a hundred years ago, when an assuming
yet determined man by the name of late Sri Chandmalji
Durgar laid the foundation of a flourishing business empire.
Along with his son Late Sri Lunkaranji Durgar, they began a
textile and agriculture business nestled in the Himalayan
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Kingdom of Nepal. Initial success was encouraging, giving
them the impetus to setup a business of importing textile
mainly from India.
THE PICTURE TODAY
Over the years, the H.C.Durgar group (formerly The
Durgar Group) has grown from strength to strength. Today
the business activities of the group are as diverse as they are
flourishing. From exporting jute and jute goods to USA,
Europe, Japan and African Countries etc, to food grain exports
and representing global companies in the marketing of theirproducts in Nepal. The group also owns several industries in
Nepal including a solvent extraction plan, oil mills, flourmills,
and food grain processing units, a mineral plant and a
pharmaceutical plant. That in short is the amazing of the
groups rise to power a group that has always set challenges
for itself, constantly in pursuit of perfection for as Richard
Bach once said true perfection is limitless.
A HARVEST IN EVERY FIELD
Industrial Food grain companies:
Hukan foods Nepal Pvt. Ltd
Kathmandu roller flour mills
Geta Dhangadhi Rice and Pulses Milling
HC Modern Industries Nepal gunj Pulses Mill
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Ashish Industries Nepal gunj Rice Mill
Gyan Industries Pvt. Ltd. Continuous solvent
extraction plant
Packaged drinking water:
Aqua Mineral Pvt. Ltd. Katmandu Packaged
drinking water plant with captive bottle and
cap manufacturing using state of the art
technology.
Trading companies:
Hukam Chand & Sons export-import Agency and
General Trading.
Ramesh Brother export-import Agency and
General Trading
Promoter of United Insurance Company Nepal
Ltd, Kathmandu
ENSURING A WELL-OILED SYSTEM
BANKS:
They took upon their banks as close business partner and
have a fruitful relationship with the following
1. Nepal Bank Ltd.
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2. Nepal Arab Bank Ltd.
3. Nepal Grindlay Bank Ltd.
4. V Indo-sever Bank Ltd.
5. Nepal SBI Bank Ltd.
6. Himalayan Bank Ltd
ASSOCIATION
In addition, the group is associated with some of the
finest and most prestigious domestic and international
federation and associations,
These include:
1. Federation of Nepalese chamber of Commerce and
Industry.
2. International Bottles water Associations USA (Asia
chapter)
3. Nepal-German Chamber of Commerce and industry
4. Nepal-Korea Chamber of Commerce and industry
5. Nepal-American Chamber of commerce and
industry
6. Nepal-India Chamber of Commerce and Industry.
7. Solvent Extractor Association of India.
8. Oil Technologies Association of India.
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FUTURE EXPANSION TOWARDS A HEALTHY FUTURE
The HC Durgar group has always been driven by
innovation and in todays world that word has more relevance
than ever before.
In keeping with this tradition a joint venture has been setup
with Jelia AB, Sweden, one of the biggest names in the
telecommunication business.
Despite the long list of achievements, the group has
never rested on its laurels and has several projects on the
anvil. Amongst these are
Glass container manufacturing a project in
collaboration with OWNES, Illinois, Perrysburg. Ohio,
USA.
Beverages plant
Bulk drug unit
HDPE woven sacks.
PRODUCT PROFILE
Aqua Cento bulk packaged drinking water marketed by
the service care lab ltd. This water is manufactured in a
state of the art Packaged drinking water plant by acontinuous flow process. Only stainless equipment is used
to avoid corrosion. The environment in and around the plant is
clean and safe.
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The water for making Packaged drinking water
sourced from protected underground artesian wells. Every
batch of water is pre-tested to ensure that only safe water is
used for production. Aqua Cento undergoes four major ofsterilization to ensure total elimination of pathogens. Later
only tested batches of water are released into the consumer
market. Aqua Cento meets WHO and ISI specifications. This
water contains the Optimum quality of minerals for good
health.
Aqua Cento is the market leader in Nepal and is the 1 st
Packaged drinking water to be introduced in the SAARC
nations in 20 ltr jars.
Aqua Cento is supplied in 20-ltr jars and a customer has
to use dispensers to avail this facility. Through the H.C Dugar
group is not into the manufacture of dispensers, it is
marketing various models of dispenser. There are Indian as
well as foreign models available.
Aqua Cento is a product delivered at the doorstep. The
delivery is free for the client. The company uses its truck or
vans for its delivery.
FUNCTIONAL DEPARTMENT OF ORGANIZATION
1. Marketing department
2. Account department
3. Production department
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4. Sales and distribution department
5. Human resource department
1. Marketing Department:
The marketing department of service lab limited play a
vital role by performing all the activation, which seek to
accomplish organizational goals, by anticipating the
customers need and directly the flow of good service
from the manufacturing unit to the customer.
2. Account Department:
Every organization require an Account department, whose the
circulation of all essential issues like salary, billing, sales,
purchase etc are carried out. It acts as a heart of the
organization, with which an organization cannot survive what
ever may be the result of functioning of a unit, the account
department ensures the actual results of the operation at the
end of one accounting year. This department is run by sister
concern Hukam private limited.
3. Production Department:
Production department deals with all the activities
related to production of any product. It is controlled
by production manager organization under which
employees is doing the production work. This
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department is also handled by sister concern
Hukam Pvt. Ltd. This department deals with all the
activity like purchasing of raw materials, timely
production of products, quality of product etc.
4. Sales and Distribution Department:
Sales manager who control all the activities of
selling distribution heads this department. There
are a lot of persons (delivery man) who delivered
the product to doorstep of consumer. Company has
the own delivery vans, which help in distributingthe products. Sales executives handle all the sales
distribution activities like timely delivery, taking
order and other selling activity.
5. Human Resource Department:
Company dont have separate human resource
department. The finance or accounts department take care of
need of employee and other activity related to human
resource.
3.3 PROFILE OF SAMPLE UNIT
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A sample unit is the portion of whole population to be
studied which represent the whole population. As it is not
possible to get the information from each and every unit of
population with in a short time span .So sample unit is the besttechnique for a study, this sample unit represent the whole
population and conclusion can be draw from sample unit.
Researcher has conducted a study on market potential of
Packaged drinking water in the organization. In this study
the population is all the organization in Bangalore city.
As it is not possible to get the information from all organization
in short time span so in this study the sample size is 100.For
this study the whole area is divided into four parts. (North
zone, South Zone, East Zone, West Zone) and survey is
conducted with the help of questionnaire in different 100
organizations. The organizations are small offices as well as
big corporate offices in which a well-defined hierarchy is there.
Response towards my research work was biased. Some
respondents were very well and other they dont have enough
time to give me response and they gave me the information,
which was not enough.
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CHAPTER4
ANALYSIS
CLASSIFICATION AND TABULATION OF DATA
ANALYSIS AND INTERPRETAION
4.1 CLASSIFICATIONS AND TABULATION OF DATA
Classification of Data
The process of arranging data into groups or classes
according to resemblance and similarities in technically called
classification.
Classification is the process of arranging data into
sequences and groups according to their common
Characteristic or separating them into different related parts.
Broadly the data can be classified on the following
four bases.
1. Quantitative: Under the quantitative method of
classification, the data is classified upon magnitudes like equal
to greater than, less than, high, low, big, and small as.
2. Qualitative: Under this method of data classification the
data is classified according to attribute like excellent, good
and poor etc.
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3. Geographical: Under this method of data classification the
data is classified according to geographical characteristics.
5.Chronological: Under this method of data is classified
according to occurrence of event in time like daily, weekly and
monthly wise etc.
Tabulation of Data:
When a mass of data has been assembled, it become
necessary for the researcher to arrange the same in some kind
of concise and logical order. This procedure is referred as
tabulation.
Thus tabulation is the process of summarizing raw data
and displaying the same in compact form (i.e., in the form of
statistical table) for further analysis. In a broader sense
tabulation is an orderly arrangement of data in column and
rows.
Tabulation is essential because of following reasons
1. It conservers space and reduce explanatory and
descriptive statement to a minimum.
2. It facilitates the process of comparison.
3. It facilitates the summation of items and the detection of
errors and omission.
4. It provides a basis for various statistical computations.
5. Tabulation may be classified as simple and complex.
Simple tabulation gives information about one or more
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groups of independent question, complex tabulation
shows the division of data in two or more categories and
as such is designed to give information concerning one
or more sets of interrelated question.
Simple tabulation generally results in one-way table that
supply answer to question about one characteristic of data
only.
As against this, tables (which give information about two
interrelated characteristics of data) three way tables (giving
information about three interrelated characteristics of data)or still higher order tables, also known as manifold tables,
which supply information about several inter related
characteristics of data.
Two ways tables, three ways tables, or manifold tables
are all example of what is some time described as cross
tabulation.
4.2 ANALYSIS AND INTERPRETATION OF DATA:
After tabulation the data must be analyzed. Analysis
particularly in case of
Survey or experimental data, involves estimation the value of
unknown parameters of population. Analysis may therefore
the categorized as discipline analysis and inferential
analysis.
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Descriptive analysis is largely the study of distribution of
one variable. This study provides us with profiles of companies
work group persons, and other subjects on any of multitude of
characteristics as size; composition, efficiency, preference etc.This sort of analysis may be one variable, two variables, more
than two variables.
Now multivariate analysis is being used, which is
defined as all statistical method which simultaneously analysis
more than variable on simple of observation.
The data, after collection has to be processed andanalysis in accordance with the outline laid down for the
purpose at the time of developing the research plan. This is
essential for scientific study and for ensuring that we have all
relevant data for making contemplated and analysis.
TABLE-1
TABLE SHOWING CONSUMPTION OF PACKAGED
DRINKING WATER AS COMPARED TO OTHER SYSTEM
USED.
Particular No Of Respondents Percentage
Packaged drinking water 55 55
Tap 17 17
Water purification 28 28
Total 100 100
Source: Primary data
Inferences:
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From the table it is clear that 55% of companies surveyedusing packaged drinking water and rest 28% Waterpurification and 17% Tap water using.
Graph N0 1
0
10
20
30
40
50
60
70
80
90
100
No.ofRe
spond
Packaged drinking water Tap Water purification
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TABLE 2
MARKET SHARE OF DIFFERENT BRAND USED BY
CONSUMER
BRAND NO OFRESPONDENTS
PERCENTAGE
Aqua cento 35 35
Bisleri 30 30
Hello 10 10
Others 25 25
Total 100 100
Source: Primary data
From table it is clear that packaged drinking water has 100
Respondents, out of which Bisleri having market share 30%;
Hello has market share of 10%; Where Aqua Cento has market
share of 35% and other brands cover market share of 25%.
Graph N0 2
Graph Shows: Market share of different BrandsUsed by Consumer.
0
1020
30
40
50
60
70
80
90
100
No.ofResp
Aquacento Bisleri Hello Others
TABLE 3
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TABLE SHOWING CONSUMPTION OF JARS OF PACKAGEDDRINKING WATER PER DAY
Daily
Consumption
No of
Respondents
Percentage
1-5 47 47
5-10 34 34
10-25 13 13
25 and above 06 06
Total 100 100
Source: Primary data
It is clear that daily consumption level of maxorganization lies between 1 5 and 5 10, that is 47% and34% respectively and only 13% of respondents consumptionis 10 25 jars.
Graph No3
Graph shows: Consumption level of jars ofPackaged drinking water per day.
0
10
20
30
40
50
60
70
80
90
100
No.ofResp
1-5 5-10 10-25 25 and above
TABLE 4
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TABLE SHOWING QUALITY OF PACKAGED DRINKINGWATER RATED BY RESPONDENT
Opinion No of respondents
Percentage
Excellent 25 25
Very good 35 35
Good 18 18
Fair 12 12
Poor 10 10
Total 100 100
Source: Primary Data
Inferences:
From the table it is clear that service of packageddrinking water provided to consumer is good, i.e. out of 100Respondents opinion of 18% is good; 35% is very good; 25%is excellent and 12% & 10% Opinion are fair and poorrespectively.
Graph no-4
Graph shows: Table showing quality of packageddrinking water rated by respondent.
0
10
20
30
40
50
60
70
80
90
100
No.ofRespo
Excellent Very good Good Fair Poor
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TABLE 5
TABLE SHOWING THE QUALITY OF SERVICE OFPACKAGED DRINKING WATER RATED BY RESPONDENT
Opinion No of Respondents
Percentage
Excellent 34 34
Very good 26 26
Good 20 20
Fair 15 15
Poor 5 5
Total 100 100
Source: Primary dataInference:From the table it is clear that service of packaged drinkingwater Provided to consumer is very good as well as good, i.e.,out of 100 Respondent opinion of 26% & 20% are very goodand good respectively; 34% Responded packaged drinkingwater is opinion is excellent and 15% & 5% Responded is fairand poor respectively.
Graph No-5
Graph showing: Quality of service ofpackaged drinking water rated byrespondent.
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0
10
20
30
40
50
60
70
80
90
100
No.ofRespo
n
Excellent Very good Good Fair Poor
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TABLE 6
BUYING BEHAVIOUR OF THE ORGANISATION SURVEYED
Attributes No of
Respondents
Percentage
Quality 33 33
Price & quality 55 55
Other reason 12 12
Total 100 100
Source: Primary dataInference:
From the table it is clear that most of organizations areprice as well as quality conscious, e.g., 55% of companies areprice and quality conscious. Where as 33% favors quality and12% have other reasons.
Graph No-6
Graph Shows: Buying behavior of organizationsurveyed.
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0
10
20
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50
60
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80
90
100
No.ofResponden
Quality Price & quality Other reason
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TABLE NO 7
SATISFACTION LEVEL OF CONSUMER OF PACKAGEDDRINKING WATER
Opinion No of Respondents
Percentage
Satisfied 78 78
Not satisfied 22 22
Total 100 100
Source: Primary data:Inference:
From the table it is clear that 78 % of consumers are satisfiedwith packaged drinking water, where as 22% are not satisfiedwith packaged drinking water.
Graph No-7
Graph shows: Satisfaction level of the consumer ofpackaged drinking water.
0
10
20
30
40
50
60
70
80
90
100
No.ofRespondents
Satisfied Not satisfied
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TABLE-8
TABLE SHOWING THE REASONS FOR DISSATISFACTION
OF CONSUMER
Reasons No of Respondents
Percentage
Quality is not good 22 22
Not believing inpurification
38 38
Service is not good 25 25
Price is more 15 15
Total 100 100
Source: Primary dataInference:
From the table it is clear that maximum of unsatisfiedcustomers do not believe in purification, others are consciousabout price, quality and service is also not good.
Graph no-8
Graph Shows: Reason for dissatisfaction ofconsumer.
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0
10
20
30
40
50
60
70
80
90
100
No.ofRespon
Quality is not good Not believing in purification
Service is not good Price is more
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TABLE-9
TABLE SHOWING ADVISE THE CUSTOMER INCHOOSING THE BRAND OF PACKAGED
DRINKING WATERSources No of
RespondentsPercentage
CompanyRepresentatives
55 55
Neighbor 10 10
Friend 15 15
Others 20 20
Total 100 100
Source: Primary dataInference:
From the table it is clear that maximum of customers arechoosing this brand by the company representative is 55%;where as 15% by the friend; 10% by neighbor and others are20%.
Graph No-9Graph Shows:choosing the brand of packageddrinking water rated by the Respondents.
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0
10
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30
40
50
60
70
80
90
100
No.ofRespo
Company Representatives Neighbor Friend Others
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TABLE 10
TABLE SHOWING THE PRICE OF PACKAGED DRINKINGWATER RATED BY RESPONDENT
Opinion No of Respondents
Percentage
Very Expensive 20 20
Expensive 30 30
Reasonable 45 45
Low 05 05
Total 100 100
Source: Primary DataInference:
From the table it is clear that Price of packaged drinkingwater provided to consumer is Reasonable, i.e. out of 100Respondents opinion of 45% is Reasonable; 30% is Expensive;20% is Very Expensive and 05% is Low.
Graph No-10
Graph shows: Price of packaged drinkingwater rated by respondent.
0
10
20
30
40
50
60
70
80
90
100
No.ofRes
Very Expensive
Expensive
Reasonable
Low
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TABLE 11
TABLE SHOWING OPINION ABOUT THE AVAILABILITYOF PACKAGED DRINKING WATER RATED TOWERDSAQUA CENTO BY THE RESPONDENT
Opinion No of Respondents
Percentage
Easily Availability 20 20
Need to be searched 30 30
Rarely Available 45 45
Total 100 100
Source: Primary DataInference:
From the table it is clear that Price of packaged drinkingwater provided to consumer is Reasonable, i.e. out of 100Respondents opinion of 45% is Reasonable; 30% is Expensive;20% is Very Expensive and 05% is Low.
Graph No-11
Graph shows: OPINION ABOUT THE AVAILABILITY OFPACKAGED DRINKING WATER TOWARDS AQUA CENTO RATEDBY THE RESPONDENTS
0
10
20
30
40
50
60
70
80
90
100
No
.of
Respond
Easily Availability Need to be searched
Rarely Available
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TABLE 12
TABLE SHOWING PURCHASED OF PACKAGERDDRINKING WATER FROM DIFFERENT SOURCES RATEDBY RESPONDENTS.
Source No of Respondents
Percentage
Company Showroom 25 15
Sales Executive 60 60
Others 15 25
Total 100 100
Source: Primary DataInference:
From this table it is clear that, out of 100 Respondentsopinion most of the customers purchase of this packageddrinking water from the sales executive i.e. 60%; where as 25% is from company showroom and 15 % is from other source.
Graph No-12GRAPH SHOWS: PURCHASED OF PACKAGERD DRINKINGWATER FROM DIFFERENT SOURCES RATED BY
RESPONDENTS.
0
10
20
30
40
50
60
70
80
90
100
No
.ofResp
Company Showroom Sales Executive Others
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CHAPTER 5
CONCLUSION AND SUGGESTIONS
FINDING AND CONCLUSION
SUGGESTIONS
FINDINGS AND CONCLUSION
Marketing Research is a systematic problem analysis
and fact. Finding for the purpose of important decision-making
and control, the marketing of goods and services. The
researcher has conducted a market survey or packaged
drinking water in different organization in Bangalore to identify
the market potential of packaged drinking water used in
different organization. After collection of data through survey
it is being tabulated, analyzed and interpreted and some facts
came into light.
Following are findings, which I get through this
research work
1. Packaged drinking water occupied large market share
but still another large part of market is using tap water
and water purification system.
2. Consumption level of packaged drinking water is mainly
lies between 1 to 5 jars daily.
3. Consumer response toward quality of packaged drinking
water is quite good but not satisfactory.
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4. Consumer is also responding well towards the service of
packaged drinking water but they need more
improvement in services.
5. In the case of packaged drinking water people are both
price as well quality conscious.
6. During this research I found of customers are satisfied
with packaged drinking water but the remaining have
some dissatisfaction regarding packaged drinking water.
7. The market share of Aqua Cento brand is more that other
brands and hello has less market share as compared to
Bisleri.
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CONCLUSION
As conclusion is the end results of any study or research
work. From the facts founded during the study, I have
concluded that packaged drinking water industry is a growing
industry. It has occupied a large market share but a large
potential market for
Packaged drinking water is still there. This potential market is
the consumer using tap water and water purification system.
By converting those non-users into user, Packaged drinking
water industry can enlarge their share of market. Also people
start believing in quality of packaged drinking water but still
they have some doubts regarding it quality, as people are
more health conscious now. Another thing I find in this study is
people are conscious about quality but along this they are also
conscious about price.
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Now regarding marketing share, Bisleri has less market
share as compared to Aqua Cento. It is better brand for people
(Org). It can grow by providing more quality product and
service and can win the better market share.
5.2SUGGESTIONS
Marketing strategy is the basic approach. A well-
defined strategy consists of broad decision of product
positioning, pricing, policies, quality, and service product and
wins consumer interest and provide them maximum
satisfaction. Through a planned strategy a organization can
not only win market share but can explore potential market forits product, besides this following points will help the
company to increase its market share.
1. Packaged drinking water industries can increase its
market share by converting non-user into user one. They
can do this by convincing the non-user by telling them
about the Packaged drinking water why it is necessary.
2. Today consumer is much health conscious they start
believing in it quality but not fully. Company can win
such consumer by providing more quality products. So
that they believe in the purity.
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3. Water is a thing that is easily available to consumer,
cannot pay high price for water only. So reasonable
pricing should be there.
4. Consumption level of packaged drinking water is very
less. Consumption can increase the consumption level by
promoting the product to big companies.
5. Service delivery is main thing in promoting product by
providing the immediate service with respect to
consumer order and quality service.
6. Regarding the market share of Aqua Cento brand. As this
is company can grow its popularity by providing better
service and better quality than their competitors.
7. Periodic survey of consumers should be done to check
the satisfaction levels of consumer. So that can come to
know about the reason of dissatisfaction of consumer
and can try to remove them.
8. Strict measure should be used to avoid the duplicity of
products. This duplicity shattered the image of product of
the company.
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QUESTIONNAIRE
A study on
Market potential of packaged drinking water usedin the organizations
I am SRINIVAS.M student ofRBANMS FIRST GRADECOLLEGE and studying in final year B.Com(Vocational). As
part of my course, I am required to submit this project to the
Institute. I would be grateful if you could answer the following
questions.
Your valuable time spent is really appreciated. The purpose ofthis questionnaire is purely academic and any informationprovided by you would be treated as confidential
Name of the respondent:.
Age: 15-25 Sex: Male Female
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25-35
35-45
45 and Above
Occupation: Business Self Employed EmployeesOthers
Address:
1. What is the existing system for drinking?
Packaged drinking water Tap Water Waterpurification system
2. If packaged drinking water, name of the brand?
Aqua Cento Hello Bisleri Anyother
3. No of jar per day?
1-5 5-10 10-25 25 and above
4.what about quality of water?
Excellent Very Good Good FairPoor
5.what is quality of services?
Excellent Very Good Good FairPoor
6.Are you satisfied with this packaged drinking water?
Satisfied Not satisfied
7.If not, please specify the reasons?
Quality is not good Not believing inpurification
Service is not good Price is more
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8.Who advise you in choosing the brand AQUA CENTOpackaged drinking water?
Company Representative Neighbors FriendsOthers
9. What features motive you for buying AQUA CENTOpackaged drinking water?
Quality Price Service Any Other
10.Did you see company advertisement before buying?
Yes No
11.If yes, in which media you saw the advertisement?Newspaper TV Magazine AnyOther
12.What is your opinion regarding the price of AQUACENTO packaged drinking water?
Very Expensive Expensive ReasonableLow
13.What is your opinion about the availability of AQUA
CENTO packaged drinking water?
Easily Availability Needs to be searchedRarely Available
14. From whom did you purchase it?
Company Showroom Sales ExecutiveOthers
15.Did you suggest any of your friend, neighbors, familymembers, and others competitive company to use AQUACENTO packaged drinking water?
Yes No
16.Any problems are you facing while AQUA CENTOpackaged drinking water are being used?
Yes No
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17.If yes, please specify the type of the problems:
18.what are the brands have you come across equivalentto AQUA CENTO packaged drinking water? Ans:
.
19.Please give your valuable suggestions to improveAQUA CENTO packaged drinking water?
THANK YOU FOR YOUR KIND CO-OPERATION.
*MARKETING MANAGEMENT: BY PHILIP KOTLER
*RESEARCH METHODOLOGY: BY C.R. KOTHARI
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*COMPANYS JOURNAL AND ANNUAL REPORTS
*DAILY NEWS PAPER AND PUBLICATION
RELATED TO BUSINESS