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Consumer satisfaction towards AQUA Cento Drinking Water

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.

EAST WEST COLLEGE OF MANAGEMENT. 1


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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

EAST WEST COLLEGE OF MANAGEMENT.

RESEARCH DESIGN

EXPLORATORY RESEARCH CONCLUSIVE RESEARCH

LITERATURE SURVEY EXPERIENCE SUYVEY CASE STUDY

HISTORIC RESEARCH DESCRIPTIVE

RESEARCH

EXPERIMENTAL

RESEARCH

24


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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


Graph shows: Consumption of packaged drinking water ascompared to other system used.


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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


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


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

30

40

50

60

70

80

90

100

No.ofResponden

Quality Price & quality Other reason



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TABLE NO 7

SATISFACTION LEVEL OF CONSUMER OF PACKAGEDDRINKING WATER


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


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


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

20

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


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


Percentage

Easily Availability 20 20

Need to be searched 30 30

Rarely Available 45 45

Total 100 100


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


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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