Consumer Satisfaction Towards Pakaged Drinking Water

8/10/2019 Consumer Satisfaction Towards Pakaged Drinking Water

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Consumer's Attitude and Perception towardsPackaged Drinking Water

(with special reference to Virudhunagar Town)

By

Dr. .!. "arthike#anAsst. Professor

$r. T.$.% sur#a &ardhanResearch Scholar

Department of Management Studiesindusthan College of rts and cience

Coimbatore

Water is a priceless gift of nature. Without water there is no life on earth. !one candeny that water is a friend to human race but it also acts as a foe by way ofharboring disease producing micro"organisms and containing some substances thatmay lead to ill health. #he introduction of pac$aged drin$ing water for humanconsumption at recent times is a boon to man$ind and more con%enience arereali&ed. Whene%er a common man purchases pac$aged water he thin$s that the'uality is assures and it is safe water. Such assurance should be gi%en to consumerby each and e%ery manufacturer of pac$aged mineral water and pac$aged drin$ingwater. (eeping in %iew the utmost important of 'uality bureau of )ndian standardshas promulgated standards for pac$aged drin$ing intended for human consumption.#he standards are published classifying the pac$aged water into two groups namely*.

+ Pac$aged natural mineral water+ Pac$aged drin$ing water ,other than pac$aged natural mineral water-

!atural mineral water is defined as the water obtained directly from natural or drilledsource from underground stratum which is protected from possible contamination. )tis characteri&ed by its content of its composition. #his water should be suitable fordirect consumption without any further treatment and may be filled in suitablecontainers made up of recommended materials or in sterile glass bottles andproperly sealed. Pac$age drin$ing water ,other than pac$aged natural mineral water-is the drin$ing water of satisfactory 'uality deri%ed from any source and pac$ed insuitable containers and sealed properly. #o ma$e the water to suit the 'uality

re'uirement the water may be subected to any type of treatment namely filtration,including acti%ated carbon filtration- deminerali&ation deminerali&ation and re%erseosmosis. #he water may be disinfected by any method pro%ided that the disinfectionprocedure will not lea%e any harmful residues in water.

.* +eed for the stud#

Pac$aged drin$ing water is getting familiar as the aspect of con%enience and 'ualityhas been guaranteed. #he customers are ha%ing numerous brands in selecting the


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pac$aged drin$ing water and the %ariety of pac$aged drin$ing water is also li$emushroom with %arious styles %i&. bottled bubble top can and so on. But when theaspect of brand influences the purchase there comes the threat on domestic brandalso hence a research has been carried o%er to analyse the attitude perception andbeha%ior of customers consuming pac$aged drin$ing water.

., cope of the stud#

Competition is rife in today/s comple0 world the aspect of considering the food asthe prime concept has been eliminated in the fastest world e%ery person who li%e inthe fast growing comple0 world would li$e to consume food not by large but bymean. 1ence the aspect of considering the le%erage of mi0ing food items in todigesti%e component is determined by inta$e of drin$ing water. !o matter where thewater procured %i&. ground water rain water distilled water purified water and byany other mean. )t is recapitali&ed that the %itality of water is the need of any aspectof digesti%e function. 1ench the inta$e of water has accumulated his necessity in theconsumption of normal man. #he failure of monsoon no a%ailability of pure waterhas necessitated to in%ent pac$aged drin$ing water. !ow the order of the day is to

consume pac$aged drin$ing water whereby it substances the aspect 'uality worthaffordable price and easy carrying. #he business world today had been accord inlarge consumption of pac$aged drin$ing water as it eliminates disease li$e denguecold fe%er metropolis attac$s dysentery and other %iral infections. Due manufacturestep in to the process of in%enting pac$aged drin$ing water which is of sterili&ed ultra%iolet treated concrete absorption and cleaning of %irus.

Area of the stud#-

#he area of the study was %irudhu nagar town and the sample si&e includes *23respondents.

. /01ecti&es of the stud#

*. #o analy&e the factors influencing purchase of pac$aged drin$ing water.

4. #o analy&e the le%el of awareness and satisfaction of pac$aged drin$ing wateramong the customers on pre and post purchase.

Water is a $ey to social e'uity to en%ironmental stability and to cultural di%ersity. )fone goes bac$ to the culture of ancient times with all the great religions of theworld it will be seen that water is much more than an economic issue. Water isdirectly lin$ed with spiritual %alues with respect to man$ind towards nature. Water isalso firmly lin$ed with health. According to the estimate of World 1ealth 5rgani&ation,W15- 637 of all diseases 8 appro0imately 42 million deaths per year 8 in thede%eloping countries are caused by contaminated water. Pure and safe drin$ingwater has always been a necessity. #raditionally pipe water distributed by themunicipalities has been the trusted water supply for drin$ing purposes. )n the earlierdays water a%ailable from the wells and springs used to be considered safe and wasstored in earthen pots or brass containers. #his water was considered safe fordrin$ing and ser%ing to guests and %isitors. #he tradition and style of ser%ingdrin$ing water in )ndia has howe%er changed 'uite dramatically during the lastdecade. Almost a decade ago the introduction of bottled water or 9pac$aged mineralwater9 has changed the tradition of ser%ing and consuming drin$ing water. #his has


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ushered in %ery strongly the use of polymers or plastics as materials for waterstorage and distribution. #oday pac$aged drin$ing water is an industry in )ndiawhich is estimated at Rs.:33 crores with o%er 433 brands floating in the mar$etmost of which ha%e restricted territorial distribution. #his is a growing mar$et in)ndia as 'uality consciousness among the consumers is on the rise. ;%ery year anestimated 633 million litres of bottled water are mar$eted in plastics and the demand

continues to grow. Besides bottled water there is also a large mar$et for plasticpouches especially in the states of #amilnadu and olume growth for the year 433* stood at 67 ma$ing it the best performing of allsoft drin$s on the world stage. Among se%eral other factors general trend towards ahealthier lifestyle is the $ey attribute. Concerns o%er the 'uality of public watersupplies in %arious countries around the globe ha%e also added significant support.

Processing of Water for !ottling

)n )ndia the 'uality of drin$ing water is %ery poor in comparison to other countries.#reatment of water is re'uired for purification. #o produce high 'uality drin$ing wateras prescribed by the World 1ealth 5rganisation ,W15- con%entional processingmethods li$e coagulation flocculation sedimentation ion e0change filtration ando0idation etc. are not sufficient. Membrane processes ha%e ad%antages o%er othertreatment processes. Micro"filtration and ultra"filtration are said to be %ery useful inremo%ing micro"organisms. Re%erse osmosis membranes are used to remo%e %ariouscontaminants found in drin$ing water. A combination of re%erse osmosis and de"ionisation can be used to produce high 'uality water.

!ottle 2illing

Before filling freshly manufactured plastic bottles are rinsed and in%erted fromwhere they go for filling on a rotary bottle filler. #he water flows from the filler bowlinto the bottles %ia %entra flow %al%es. #hese %al%es use an airloc$ method foraccurate filling. #he %ariation is no more than 2mm. When li'uid reaches the end ofthe %al%e slee%e air cannot escape Pressure is created at the top of the bottle andno more li'uid can enter. #he airloc$ method pro%ides consistent repetiti%e fillingand reduced product loss. #he fillers are a%ailable in a wide range of configurationsand are adaptable to a %ariety of capping systems. )S ? *@2@ " *==6 ,Specificationfor Pac$aged Drin$ing Water- prescribes the hygienic practices to be followed inrespect of collecting water its treatment bottling storage pac$aging transportdistribution and sale for direct consumption so as to guarantee a safe hygienic andwholesome product. #he bottles are generally capped using roll"on type plastic capswith pilfer proof rings.

!ottle 3a0eling

#he last step is the labeling of bottles. )n the earlier days gummed paper labelswere used which satisfied only the legal re'uirements of declaration. When theselabels came in contact with moist surface they lost their identity. ater shrin$ filmplastic labels came into use for this application. Auto"slee%e system for labeling thenbecame a commercial success. Auto"slee%e labels are used both for one way andrefillable"multi"trip plastic bottles. )t is a stretchable label made of low density


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polyethylene of special grade. #he Department of 1ealth Ministry of 1ealth andamily Welfare has notified to carry the following declaration on the label of thedisposable bottle of mineral water or pac$aged drin$ing water.

9Crush the bottle after use9 E

#he notification will be published in the


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Plastic Package T#pes

As the mar$et has e%ol%ed so too has its pac$aging mi0. Bottles may be thefa%ourite container for pac$aging water but glass rarely features as the first choicetoday. C pipes. #he maorconcern for safe use of P>C for non"to0ic and food contact applications is the residualmonomer le%el in the resin. #he DA in HSA and regulatory agencies ha%e specifiedthe monomer le%els at 2ppm in P>C resin. P>C containers in capacities of *33 433423 and *333ml are used for pac$aged drin$ing water.


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Pol#car0onate (PC)

Polycarbonate can be processed into useful end products by any of the usualprocessing techni'ues li$e e0trusion blow moulding inection moulding etc.Polycarbonate containers are popularly used for muti"trip application for mineralwater containers of *2"43 litres.

Pol#eth#lene +aphlthate (P5+)

#his is a high performance resin and the containers made out of this resin are usedfor refillable returnable mineral water.

6P (igh 6mpact Pol#st#rene)containers cater to the 433ml mineral watermar$et. #hese containers are pro%ided with heat sealable peelable lids.

#he content and substances of pac$aged drin$ing water

S.!o Characteristics Re'uirement

* Colour !ot more than 4 1a&en unitsF #rue Color Hnits

4 5dour Agreeable

#aste Agreeable

@ #urbidity !ot more than 4 nephelometric turbidity unit ,!#H-

2 #otal Dissol%ed Solids !ot more than 233 mgFlitre

J p1 J.2 G 6.2

: !itrates,as !5- !ot more than @2 mgFlitre

6 !itrites,as !54- !ot more than 3.34 mgFlitre

= Sulphide,as 14S- !ot more than 3.32 mgFlitre

*3 Mineral oil !ot more than 3.3* mgFlitre

** Phenolic compounds,as CJ1251- !ot more than 3.33* mgFlitre

*4 Manganese,as Mn- !ot more than 3.* mgFlitre

* Copper ,as Cu- !ot more than 3.32 mgFlitre

*@ Kinc,as Kn- !ot more than 2 mgFlitre

*2 luoride,as - !ot more than *.3 mgFlitre


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*J Barium,as Ba- !ot more than *.3 mgFlitre

*: Antimony,as Sb- !ot more than 3.332 mgFlitre

*6 !ic$el,as !i- !ot more than 3.34 mgFlitre

*= Borate,as B- !ot more than 2 mgFlitre

43 Anionic surface acti%e agent,as MBAS- !ot more than 3.4 mgFlitre

4* Sil%er,as Ag- !ot more than 3.3* mgFlitre

44 Chlorides,as C*- !ot more than 433 mgFlitre

4 Sulphate,as S5@- !ot more than 433 mgFlitre

4@ Magnesium,as Mg- !ot more than 3 mgFlitre

42 Calcium,as Ca- !ot more than :2 mgFlitre

4J Sodium,as !a- !ot more than 433 mgFlitre

4: Al$alinity,as 1C5- !ot more than 433 mgFlitre

46 Arsenic,as As- !ot more than 3.32 mgFlitre

4= Cadmium,as Cd- !ot more than 3.3* mgFlitre

3 Cyanide,as C!- !ot more than 3.32 mgFlitre

* Chromium,as Cr- !ot more than 3.32 mgFlitre

4 Mercury,as 1g- !ot more than 3.33* mgFlitre

ead,as Pb- !ot more than 3.3* mgFlitre

@ Selenium,as Se- !ot more than 3.3* mgFlitre

2 )ron,as e- !ot more than 3.* mgFlitre

J Polychlorinated biphenyl ,PCB- !ot detectable

: Poly nuclear aromatic hydrocarbons !ot detectable

6 Aluminium,as A*- !ot more than 3.3 mgFlitre

= Residual free chlorine !ot more than 3.4 mgFlitre


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@3 Pesticide Residues Below detectable limits

@* 9Alpha9 acti%ity !ot more than 3.* Bac'uerelFlitre

@4 9Beta9 acti%ity !ot more than * pico curieFl ,pCi-

@ Least and mould counts * 423ml Absent

@@ Salmonella and Shigella * 423ml Absent

@2 ;.coli or thermotolerant bacteria * 423ml Absent

@J Coliform bacteria * 423ml Absent

@: aecal Streptococci and Staphylococcus aureus* 423ml

Absent

@6 Pseudomonas aeruginose * 423ml Absent

@= Sulphite reducing anaerobes * 423ml Absent

23 >ibriocholera and >.Parahaemolyticus * 423ml Absent

2* Aerobic Microbial count #he total %iable colony count shall not e0ceed *33 per ml at43c t3 44c in :4h on agar"agar or on agar"gelatin mi0tureand 43 per ml at :c in 4@ h on agar"agar.

)t is needless to mention that water a compound of 1ydrogen and 50ygen is aprecious natural gift which is %ery essential for sur%i%al of man$ind including animals.

#he water used for potable purposes should be free from undesirable impurities. #hewater a%ailable from untreated sources such as Well Boreholes and Spring isgenerally not hygienic and safe for drin$ing. #hus it is desirable and necessary topurify the water and supply under hygienic conditions for human drin$ing purpose.As the name implies the mineral water is the purified water fortified with re'uisiteamounts of minerals such as Barium )ron Manganese etc. Which can be absorbedby human body. )t is either obtained from natural resources li$e spring and drilledwells or it is fortified artificially by blending and treating with mineral salts. #hemineral water shall be manufactured and pac$ed under hygienic conditions inproperly washed and cleaned bottles in sterilised conditions. #he trend indicates thatlightweight resilient and affordable P;# is increasingly the pac$aging medium ofchoice. Almost : out of e%ery *3 litres of water now appears in P;# " a significantincrease from J litres as of *==6 and it still continues to grow. #he pac$aged watermar$et is essentially a one"way street. !on"refillables account for four out of e%eryfi%e litres. Conse'uently nonrefillable P;# is %ery much the norm on a global scale. )tis estimated that worldwide *.2 million tonnes of plastics ,mostly P;#- areconsumed for the manufacture of different si&es of drin$ing water bottles. )n )ndiaout of 2@333 tonnes of P;# produced locally *4233 tonnes go in for themanufacture of bottles for the pac$aged water industry. #he P;# bottle mar$et in)ndia is also e0pected to grow. #he used P;# bottles are disposable their collectionand recycling is a cause of concern to the industry the consumers and theen%ironment protection groups. 1owe%er in )ndia there is a P;# recycling industry


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with a capacity of :2333 tonnes per annum. #he P;# waste is recycled into fibres.#his is an effort to pre"empt a mar$et situation that may arise a few years hence.Hnfortunately sufficient safe potable water is not a%ailable e%erywhere in the countryeither harmful chemical substances are found in the layers of earth which enter intowater or it may be contaminated due to pathogenic micro"organisms. )f such water isconsumed the body suffers from water born diseases. Due to this it has become

imperati%e to process and bottle safe potable water for the man$ind in pre%ailingconditions. #he demand for purified water becomes more during summer season.Although few companies ha%e already entered in the bottling of safe potable waterand minerali&ed water but still huge gap is there in between demand and supply atall metropolitan"cities and towns. #he product is widely accepted in officesrestaurants railway stations airport bus stands and hospitals and to some e0tente%en in rich house"holds. So there is good scope for establishing the units forprocessing and bottling plain and minerali&ed drin$ing water in different parts of thecountry.

Ta0le7ender classification

alid percent Cumulati%e percent

Married J3 @3.3 @3.3 @3.3

Hnmarried =3 J3.3 J3.3 *33.3

#otal *23 *33.3 *33.3

#able 4 describes the Martial status of the respondents who are consuming pac$ageddrin$ing water. 5ut of the *23 respondents ta$en for study J3 ,@3.3- Per cent of therespondents were married and the remaining =3 ,J3.3- per cent of the respondentswere unmarried.


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Ta0le 8 , 5ducation 4ualifications

;ducation re'uency Percent >alid percent Cumulati%e percent

Secondary 4.3 4.3 4.3

1igher secondary 4 4*. 4*. 4.

Hnder graduate :: 2*. 2*. :@.:

Post graduate 6 42. 42. *33.3

#otal *23 *33.3 *33.3

#able confirmed the education 'ualification of the respondents who are consumingpac$aged drin$ing water. ;ducation 'ualification acts as a influencing %ariable increating awareness of pac$aged drin$ing water. )n this study it was confined that ,4.3- Per cent of the respondents education 'ualification was secondary 4 ,4*.-per cent ha%e completed higher secondary :: ,2*.- per cent graduates and theremaining 6 ,42.- per cent were post graduates respecti%ely. Hneducated will notha%e ade'uate $nowledge about the pac$aged drin$ing water and creatingawareness to them might increase the sales %olume of pac$aged drin$ing waters.

Ta0le 8 9 7 /ccupation

5ccupation re'uency Percent >alid percent Cumulati%e percent

Business man = 4J.3 4J.3 4J.3

Professional 6 42. 42. 2*.

;mployee 42 *J.: *J.: J6.3

1ouse * 6.: 6.: :J.:

5thers 2 4. 4. *33.3

#otal *23 *33.3 *33.3

#able @ pictures the occupational status of respondents who were consumingpac$aged drin$ing water. #he occupation gi%es the affordability of pac$aged drin$ingwater. = ,4J.3- Per cent of the respondents were Business mans 6 ,42.- Per centof the respondents were professionals 42 ,*J.:- per cent of the respondents wereemployee * ,6.:- per cent of the respondents were house wife/s and the remaining2 ,4.- per cent of the respondents were doing other sorts of occupation.Business people were affordable to purchase pac$aged drin$ing water than the otheroccupational categories.


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Ta0le 7 ,.alid percent Cumulati%e percent

Aware *23 *33.3 *33.3 *33.3

#able 6 demonstrate the respondents awareness towards the pac$aged drin$ingwater. #he awareness factor influences the buying beha%ior of the consumer. )n thisstudy it is confined that all the respondents who are ta$en for the study were awareof pac$aged drin$ing water. Among the consumer consuming pac$aged drin$ingwater who were ta$en for study. )t is clear that all the respondents were aware ofpac$aged drin$ing water.

Ta0le 8 > Consumption !rand and +on !rand drinking water

#ype of pac$aged water re'uency Percent >alid percent Cumulati%e percent

Brand @3 4J.: 4J.: 4J.:

!on"Brand @2 3.3 3.3 2J.:

#otal *23 *33.3 *33.3


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#able = e0plains the respondents consuming pac$aged drin$ing water. )t could beunderstood from the study **2 ,:J.:- Per cent of the consumers consume onlybranded drin$ing water and the remaining 2 ,4.- per cent of the consumersconsumes non branded pac$aged drin$ing water. )t is a information to all themanufacturers of pac$aged drin$ing water to ma$e the untapped segment of

consuming pac$aged drin$ing of non"brand.

Ta0le 7 ? ources of awareness

Sources of awareness re'uency Percent >alid percent Cumulati%e percent

riends @3 4J.: 4J.: 4J.:

amily 42 *J.: *J.: @.@

Doctor 42 *J.: *J.: J3.3

Ad%ertisement J3 @3.3 @3.3 *33.3

#otal *23 *33.3 *33.3

#able *3 elaborates the source of awareness in purchasing pac$age drin$ing water.#he word of mouth mar$eting techni'ues is the best strategy to reach the minds ofconsumers. )n this study it is confined that @3 ,4J.:- Per cent of the respondentsha%e got awareness through their friends 42 ,*J.:- Per cent of the respondentsha%e got awareness by family members 42 ,*J.:- per cent of the respondents ha%egot awareness through doctor and the remaining J3 ,@3.3- per cent of therespondents ha%e got awareness through ad%ertisement. #hrough the ad%ertisement

media the manufacturers of pac$aged drin$ing water ha%e reached the minds ofconsumers.

Ta0le 8 7 2orms of ad&ertisement

Media re'uency Percent >alid percent Cumulati%e percent

Banners 4@ *J.3 *J.3 *J.3

!otice bills ** :. :. 4.

!ews papersFMaga&ines 3 43.3 43.3 @.

RadioF#ele%ision 62 2J.: 2J.: *33.3

#otal *23 *33.3 *33.3

#able ** e0plains the form of ad%ertisement made by the agents manufacturers anddealers to increase the demand of pac$aged drin$ing water. )n this study it was


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understood that 4@ ,*J.3- Per cent of the respondents ha%e got aware throughawareness through banner ad%ertisement ** ,:.- Per cent of the respondents ha%egot awareness through notice bill ad%ertisement 3 ,43.3- per cent of therespondents ha%e got awareness through news paperFmaga&ines ad%ertisement andthe remaining 62 ,2J.:- per cent of the respondents ha%e got awareness throughradioFtele%ision ad%ertisement. Among the consumer consuming pac$aged drin$ing

water who were ta$en for study. )t is clear that ad%ertisement made throughRadioF#ele%ision reaches the consumer mind.

Ta0le 8 * Point of purchase

Attributes re'uency Percent >alid percent Cumulati%e percent

Brand J* @3.: @3.: @3.:

Nuality @@ 4=. 4=. :3.3

Price 4J *:. *:. 6:.

Pac$age si&e J @.3 @.3 =*.

Nuantity * 6.: 6.: *33.3

#otal *23 *33.3 *33.3

#able *4 e0plains respondent/s attitude while purchasing pac$aged drin$ing water.#he educated and awarded consumers purchase %arious products by consideringdifferent brand attributes. )n this study it is confined that J* ,@3.:- Per cent of therespondents loo$ for the aspect of brand @@ ,4=.- Per cent of the respondents

e0pects 'uality 42 ,*:.- per cent of the respondents opt for reasonable price J,@.3- per cent of the respondents loo$ for pac$age and the remaining * ,6.:- percent of the respondents were $een in the aspect of 'uantity. A maority of therespondents e0pects to buy a branded pac$aged water for their consumption

Ta0le 7, /pinion regarding the price of packaged drinking water

5pinion re'uency Percent >alid percent Cumulati%e percent

!ot important 42 *J.: *J.: *J.:

)mportant =6 J2. J2. 64.3

>ery important 4: *6.3 *6.3 *33.3

#otal *23 *33.3 *33.3

#able * e0plains the importance of price among the respondents in buying pac$ageddrin$ing water. #he price factor rules the minds of consumers. )n this study it is


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confined that 42 ,*J.:- per cent of the consumers ha%e opined that price is not muchimportant as purchase =6 ,J2.- per cent of the consumers ha%e opined price wasan important factor in buying decision and the remaining 4: ,*6.3- per cent of theconsumers opines price is not important. A maority of the respondents ha%e opinedthat price is an important factor on the purchase of pac$aged drin$ing water.

Ta0le 8 9 atisfaction le&el of the consumers regarding packaged drinkingwater

e%el of satisfaction re'uency Percent >alid percent Cumulati%e percent

1ighly satisfied *6 *4.3 *4.3 *4.3

Satisfied *3 6J.: 6J.: =6.:

ess satisfied 4 *. *. *33.3

#otal *23 *33.3 *33.3

#able *@ clearly e0plains the satisfaction le%el of the consumers who were consumingpac$aged drin$ing water. #he higher the satisfaction le%el will influence the demandof pac$aged drin$ing water. )n this study it is confined that *6 ,*4.3- Per cent of theconsumers were highly satisfied *3 ,6J.:- per cent of the consumers are satisfiedand the remaining 4 ,*.- per cent of the consumers were less satisfied. Among theconsumer consuming pac$aged drin$ing water who were ta$en for study. )t is clearthat the maority of the consumers are satisfied with the pac$aged drin$ing water.

Ta0le 8 T#pe of package preferred 0# the consumer

#ype of pac$age re'uency Percent >alid percent Cumulati%e percent

Pet bottles 2* @.3 @.3 @.3

Bubble top == JJ.3 JJ.3 *33.3

#otal *23 *33.3 *33.3

#able *2 depicts the type of pac$age preferred by the consumers who wereconsuming pac$aged drin$ing water. )n this study it is confined that 2* ,@.3- Percent of the respondents prefer pet bottles and the remaining == ,JJ.3- per cent ofthe respondents prefer bubble top. Among the consumer consuming pac$ageddrin$ing water who were ta$en for the study it is clear that bubble top pac$age wasmostly preferable by the respondents of pac$aged drin$ing water.

Ta0le 7 ; /pinion on the con&enient t#pe of package drinking water



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Con%enient *: =*. =*. =*.

!ot con%enient * 6.: 6.: *33.3

#otal *23 *33.3 *33.3

#able *J shows the aspect of con%enience of the consumers who were consumingpac$aged drin$ing water. )t is confined that *: ,=*.- per cent of the respondentswere con%enient with the pac$age and the remaining * ,6.:- per cent of therespondents were not con%enient with the pac$age. Among the consumer consumingpac$aged drin$ing water who were ta$en for study it is clear that a maority of theconsumers were feeling con%enient with the pac$age of drin$ing water.

Ta0le 7 < A&aila0ilit# of packaged drinking water


A%ailable *4 66.3 66.3 66.3

!ot a%ailable *6 *4.3 *4.3 *33.3

#otal *23 *33.3 *33.3

#able *: e0plains the consumer/s opinion on the a%ailability of pac$aged drin$ingwater. 5ut of *23 consumers who were consuming pac$aged drin$ing water *4,66.3- per cent of them are ha%e opined that the pac$aged drin$ing water is easilya%ailable at all points and the remaining *6 ,*4.3- per cent of the consumers ha%e

opined that the pac$aged drin$ing water is not a%ailable.

Ta0le 7 = Tenure of consuming packaged drinking water

#enure re'uency Percent >alid percent Cumulati%e percent

ess than * year 4* *@.3 *@.3 *@.3

*"2 years 2@ J.3 J.3 23.3

J"*3 years 2@ J.3 J.3 6J.3

**"*2 years 43 *. *. ==.

More than *2 years * 3.: 3.: *33.3

#otal *23 *33.3 *33.3

#able.*6 elaborates the information of years of consumption of pac$aged drin$ingwater. )n this study it is confined that 4* ,*@.3- Per cent of the respondents were


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consuming pac$aged drin$ing water for less than a year 2@ ,J.3- per cent wereconsuming it for *"2 years 2@ ,J.3- per cent were consuming pac$aged drin$ingwater between J"*3 years 43 ,*.- per cent of the respondents are consuming for**"*2 years and the remaining * ,3.:- per cent of the respondents were consumingfor more than *2 years. Among the consumer consuming pac$aged drin$ing waterwho were ta$en for study )t is clear that the maority of the respondents were

consuming pac$aged drin$ing water for * G *3 years.

Ta0le 7 > Place of purchase

Place of purchase re'uency Percent >alid percent Cumulati%e percent

Departmental storeFsuper mar$et = 4J.3 4J.3 4J.3

Dealer 2@ J.3 J.3 J4.3

!earby petty shop 24 @.: @.: =J.:


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drin$ing water. Among the consumer consuming pac$aged drin$ing water who wereta$en for study. )t is clear that the maority of the consumers were getting promptdeli%ery of pac$aged drin$ing water.

Ta0le 7 * 3itres of water consumed

itres of consumption re'uency Percent >alid percent Cumulati%e percent

ess than *33 litres *J *3.: *3.: *3.:

*33"433 *4 6.3 6.3 *6.:

433"33 @2 3.3 3.3 @6.:

33"@33 4= *=. *=. J6.3

@33"233 : 4@.: 4@.: =4.:

Abo%e 233 ** :. :. *33.3

#otal *23 *33.3 *33.3

#able 4* e0plains the litres of consumption on pac$aged drin$ing water purchased fora month. )t is a clear e%idence for the agents manufacturers and dealers to estimatethe demand of pac$aged drin$ing water. )n this study it is confined that *J ,*3.:-Per cent of the respondents purchase less than *33 litres per month *4 ,6.3- Percent of the respondents purchase *33 " 433 litres @2 ,3.3- per cent of therespondents purchase 433 " 33 4= ,*=.- per cent of the respondents for purchase33 " @33 : ,4@.:-per cent of the respondents purchase @33 " 233 and theremaining ** ,:.- per cent of the respondents purchase abo%e 233 litres. Amongthe consumer consuming pac$aged drin$ing water who were ta$en for study. )t isclear that a maority of consumers purchase between 433 " 33 litres of pac$ageddrin$ing water a month.

Ta0le 7 ** %easons for preferring packaged drinking water

Reason re'uency Percent >alid percent Cumulati%e percent

1ealth =@ J4.: J4.: J4.:

Prestige 46 *6.: *6.: 6*.

Scarcity of water 46 *6.: *6.: *33.3

#otal *23 *33.3 *33.3

#able 44 e0plains the purpose of why the consumer prefers pac$aged drin$ing water.)t gi%es a clear e%idence for the agents manufacturers and dealers to estimate the


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demand of pac$aged drin$ing water. )n this study it is confined that =@ ,J4.:- percent of the consumers prefer pac$aged drin$ing water for health 46 ,*6.:- per centof the consumers prefer for prestige issue and the remaining 46 ,*6.:- per cent ofthe consumers prefer due to scarcity of water. Among the consumer consumingpac$aged drin$ing water who were ta$en for study it is clear that health is thepurpose of preferring of pac$aged drin$ing water.

%ank anal#sis for the factors which has induced to 0u# the particular 0rand

actors A%erage mean Ran$

Physical characteristicsAttracti%e pac$ageBrand nameAd%ertisement;asy a%ailabilityPrice1ealth factors

@.*44.*62.*[email protected]:@.=62.@=

@:4J2*

rom the abo%e table it could be understood that the factor 1ealth has secured firstran$ with the an a%erage of mean of 2.@= second third fourth ran$ are secured bythe factors li$e Brand name Price Physical characteristic with the a%erage mean of2.* @.=6 @.*4 respecti%ely and fifth si0ty se%enth are secured by the factors li$e;asy a%ailability Ad%ertisement Attracti%e pac$age with the a%erage mean of .3:.3@ 4.*6 respecti%ely. )n the study it could be confined that 1ealth is the maorityfactor influencing in purchase of pac$aged drin$ing water.

2indings of the stud#

+ Among ** males respondents 23 males where influenced by the attribute brand6 males were influenced by 'uality and @2 are influenced by price pac$age si&e and

'uantity respecti%ely. 5ut of : female respondents ** female were influenced bybrand and 'uantity each and *2 females are influenced by price 'uality and pac$agesi&e respecti%ely. rom the abo%e the table it could be inferred that there is asignificant relationship between gender and influencing factor in buying pac$ageddrin$ing water.

+ )t is interesting that respondents who were ta$en for study were aware ofpac$aged drin$ing water and J3 respondents were aware by ad%ertisement @3 ha%egot awareness by friends and the balance of 23 ha%e got awareness by family anddoctor.

+ Among *23 respondents 2* respondents prefer pet bottles and from the 2*respondents @ were con%enient in using pet bottles and other 6 were not con%enientwith bubble to containers and among == respondents prefer bubble top =@respondents were con%enient and other 2 were not con%enient. rom the abo%e tableit could be inferred that there is a significant relationship between pac$age andcon%enience of pac$aged drin$ing water

+ )t could be understood that the factor 1ealth has secured first ran$ with the ana%erage of mean of 2.@= second third fourth ran$ are secured by the factors li$eBrand name Price Physical characteristic with the a%erage mean of 2.* @.=6 @.*4respecti%ely and fifth si0th se%enth are secured by the factors li$e ;asy a%ailability


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Ad%ertisement Attracti%e pac$age with the a%erage mean of .3: .3@ 4.*6respecti%ely. )n the study it could be confined that 1ealth is the maority factorinfluencing in purchase of pac$aged drin$ing water.

+ #he product characteristics enoys a predominate place in the minds of consumerwhile accounting for purchase. #he satisfaction le%el of the consumer is completely

%ested on the attributes of the product on considering the factors such as pricealternati%e and importance. )t could be obser%ed through factor analysis. #hee0traction %alue of the abo%e set factors had an e0traction %alue of 3.==: 3.J=33.J6= respecti%ely and while considering the total %ariance the s'uared loadingswere up to :=.4* per cent and compound matri0 pictures that factor of price andalternati%e can be grouped together as 9confetti on product reali&ation9 with a factorloading of 3.63 3.646 respecti%ely.

+ While considering the le%el of satisfaction on the factor price it could be obser%edthat out of the 6 factors considered for the study it was understood that cumulati%efactor of rotation matri0 was accounted to J.6J: per cent and rotation matri0 oncommunalities clearly e0plains that sales promotion sales point pac$aginga%ailability of information has accounted with an e0traction %alue of 3.:J6 3.::*

3.:3: 3.J=: respecti%ely from the rotated compound matri0. #he factor such asa%ailability of information pac$aging sales point can be grouped together as 9pointof purchase9

uggestion-

+ As the drin$ing water is %ery essential the manufactures should concentrate onthe factors of 'uality so that the proposition of buying pac$aged drin$ing water willget increase.

+ #he water is sourced by the manufactures by the nearby ri%ers and wellsO henceproper water treatment has to be made.

+ #he aspect of price has been always the influencing factor on purchase for commonma different slabs of price has been fi0ed by different manufacturers but a commonproportion of price has to fi0 on account of different pac$ed liters of bottles.

+ #he usage of pac$aged drin$ing water has made significant impact on the minds ofnormal man and business class peopleO hence care should be ta$en to ensure topreser%e the color taste and necessary nutrients in the pac$aged drin$ing water.

Conclusion-

As the failure of monsoon has highly thrift the common public to pressure water by

large. #he ad%ent of pac$aged drin$ing water has gained popularity in many of thecorporate li%ing rooms and in flats. Medical practitioners also suggest commonpublic to drin$ing purified waters to ensure good physical and mental health. #hetown has been stuffed with numerous shops witnessing huge mar$et completelyrelies on pac$aged drin$ing water to 'uench thirst hence there lies a profounddemand of the pac$aged drin$ing water to 'uench thirst. )f proper plans strategiesare madeO there will be an absolute tapping of mar$et can be made enhancing apositi%e attitude on the minds of common public.


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Documents

Consumer Satisfaction Towards Pakaged Drinking Water