To Study the Customer Perception Level of the Different Water Purifier Brands and Hindustan Unilever Pure-it Brand in Western Delhi

To study the customer perception level of the different Water Purifier brands and Hindustan

Unilever Pure-it Brand at western Delhi.

1

TABLE OF CONTENTS

PAGE NO

Acknowledgement 2

Executive summary 4

Objectives 6

1) Introduction 7

-Water Purifier brands in India

-Types of Water Purifier

-Different segments of Water Purifier

2) Company Profile-Hindustan Unilever Ltd 13

3) About Pure it 16

4) Selling and Distribution of Pure-it 23

5) Features and benefit analysis of different brands 25

-Cost benefit analysis of Pure-it

6) Research Methodology 40

7) Opportunity for pure it in retail channel

Conclusion 44

8) 46

9) Limitations of the study 48

10) Data analysis and Interpretations 49

11) Questionnaire 60

12) Références 63

2

ACKNOWLEDGEMENT

As any one who has written a project work, or research work, itAs any one who has written a project work, or research work, it

is quite impossible to acknowledge by name every individualis quite impossible to acknowledge by name every individual

who has played some part in this work. I feel it difficult towho has played some part in this work. I feel it difficult to

express in words my profound sense of gratitude to mostexpress in words my profound sense of gratitude to most

respected persons who helped me to make this work possible.respected persons who helped me to make this work possible.

I would like to thank Mr. Gurpreet Kaur Chhabra and team ofI would like to thank Mr. Gurpreet Kaur Chhabra and team of

Hindustan Unilever Ltd, for their support and encouragement.Hindustan Unilever Ltd, for their support and encouragement.

Finally I would like to thank all my friends whose wholeheartedFinally I would like to thank all my friends whose wholehearted

support has given me the inspiration and dedication to completesupport has given me the inspiration and dedication to complete

this work.this work.

3

Executive summary

Our body cannot do without water hence clean water is vital in

keeping human life healthy. Home filtration is necessary

because regardless of municipal water treatment, some level of

bacteria, chemicals or drugs still remains in our water supply. If

we are looking for pure, clean, healthy drinking water, the best

option is to purchase water purifiers. The purifying techniques

used by different companies, that which will help you to

understand weather any of the available options provide your

family 100% pure and healthy water. Hindustan Unilever Ltd

comes with many unique benefits – complete protection from all

water-borne diseases, great convenience, and unmatched

affordability.

In today’s scenario of westernized culture where all the

members of family are working they don’t have time like

ancient times to sit and boil the water , as the lifestyles demands

the fast modes and provide the best for the health of the family

members . At the same time the credit has to been given that

people being more educated today can easily understand the

benefits of such technologically developed product , however

the need is to make them aware how pure-it scores over other

such water purifiers. As a part of my project this is what I have

tried to analyzed and give my suggestion for further

development for the improved sale of pure-it.

4

OBJECTIVES

To study the different segments in water purifiers

brands present in the market.

To know the various market leaders in each segment

of all water purifiers.

To understand the advantages of “pure-it” Brand

over other brands in the market.

To find the benefits and opportunities for “pure-it”

in Retailing.

To compare the costs – benefits of key competitor’s

v/s pure-it in the market. .

5

INTRODUCTION TO THE PROJECT

To study the customer perception level of the different

Water Purifier brands and Hindustan Unilever Pure-it

Brand in western Delhi.

6

The Water Purifier Market in India

In the age of globalization, most of Indian Companies have

tapped the Indian market. Most of Indian Companies as well as

outside companies have tremendous potential in water purifier

market. The reason behind is that most of diseases are occurred

due to the contamination of water.

Approximately 80% of diseases in India are caused by

water borne micro organisms.. Talking about the rural people,

they are not very health conscious people. Awareness of health

risks linked to unsafe water is still very low. The few who treat

water resort to boiling or use domestic candle filters. In

comparison, the urban Indian is definitely more health conscious

and understands the necessity of purifying water before it is fit

for consumption. Even so, it is estimated that roughly 7% of

urban Indians use non manual water purifiers.

7

This is the major reason of many Indian as well as outside

companies who have entered in the area of water purifier market

in order to provide good products of water purifier. Though

quite a few city dwellers still boil water, many are switching

over to modern domestic water purifiers. Electrical or chemical

based home water purification systems are most suitable for

urban households because they require little or no manual

operation and depending on the technology can eliminate

biological contaminants, chemical toxins and excessive salts.

Around 80% of urban dwellers do not purify tap water. Many of

them are from the lower income strata and cannot afford UV or

reverse osmosis water purification systems. They are the

potential buyers of economical but effective chemical purifiers.

At last as many of Indian are very health conscious and if they

want to protect from the harmful diseases which are caused by

contamination of water so they are fond of using water purifiers

brands.

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Types of water purifier -

(1) Storage Type Water Purifier-

In the storage type water purifiers a large quantity of

water is stored at a time and used later when required.

This type of storage is very helpful in places facing

water shortage.

(2) Direct Flow Type Water Purifier-

This type of water purifier can be used at a place where

there’s whole day water supply and very common in

households. In this type of water purifier, the purifier is

directly connected to the tap and you are saved from the

hassles of water storage.

Different Segments of Water Purification-

UV purification Reverse Osmosis Activated carbon filtering Candle Filters Lon exchange

Domestic water purifiers available in India use chemicals,

activated carbon filtration, UV purification, reverse osmosis or a

combination of technologies. The quality of water differs from

source to source and it is advisable to select a purification

system that is best equipped to eliminate the impurities present

in the water where you live.

9

I. UV (ultra violet purification) - UV water purifiers

generally used by Indian family as water purifier.

Most UV purifiers are based on a combination of ultra

violet purification and filtration. These purification

systems use a lamp to simulate the sun’s ultra violet rays

and emit the same in measured degrees. This method does

not remove minerals from water nor does it reduce TDS

levels. Hence UV water purifiers are best used where TDS

levels are below 500 mg/litre and the water tastes normal.

Ultra violet purification ensures germ free water.

II. RO (Reverse osmosis)- RO based purifier used where

TDS level is high it is completely mineral deficient and

unsuitable for drinking. eliminates 100% of micro

organisms such as viruses and bacteria and up to 99.8% of

solid suspension including salt if the membrane is a high

quality one. Mechanical pressure is used to direct water to

flow through a semi permeable membrane that traps all

solids of or larger than .0009 microns. Reverse osmosis

thus not only frees water of impurities but also desalinates

it. reverse osmosis water purifiers are most suitable for

water that is sourced from deep tube wells, hard and saline

water with TDS levels above 500 mg/litre and chemically

contaminated water.

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III. Activated carbon purifier- Activated carbon purifier is

very common in a number of home water treatment

systems. It can be used as a standalone filter to reduce or

eliminate bad tastes and odors, chlorine, and many organic

contaminants in municipal water supplies to produce a

significantly improved drinking water. ACP is used to

remove contaminants such as dissolved organics, color,

taste and odor. 0.5 micron carbon block filters are

commonly used to remove cysts such as Guardia and

cryptosporidium. Activated carbon purifier requires very

little maintenance.

11

IV. Candles water purifier-Candles are multilayer micro

porous that ensures absolute clean drinking water. They

are useful in water purification system which works on

earth’s gravitational force. low price depend on material

(plastic, porcelain or stainless steel) and easy of using.

Candle filters were slow, producing 15 liters (one candle)

to 45 liters (3 candles).

V. Ion exchange purifier- It helped prevent iodine

deficiency diseases and permitted purifier water to be

stored up to eight hours without fear of recontamination.

Every year needs to replace the halogenated resin at a cost

of Rs 200 iodine deficiency diseases and permitted.

12

COMPANY PROFILE

Earlier known as Hindustan Lever Limited Was formed in 1933

as Lever Brothers India Limited. Hindustan Unilever Limited

(HUL) is India's largest Fast Moving Consumer Goods

Company, touching the lives of two out of three Indians with

over 20 distinct categories in Home & Personal Care Products

and Foods & Beverages. They endow the company with a scale

of combined volumes of about 4 million tones and sales of

Rs.15,000 crores. HUL is also one of the country's largest

exporters; it has been recognized as a Golden Super Star

Trading House by the Government of India. The mission that

inspires HUL's over 15,000 employees, including over 1,300

managers, is to "add vitality to life." HUL meets everyday needs

for nutrition, hygiene, and personal care with brands that help

people feel good, look good and get more out of life. It is a

mission HUL shares with its parent company, Unilever, which

holds 51.55% of the equity. The rest of the shareholding is

distributed among 380,000 individual shareholders and financial

institutions.

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Brands offered By HUL

Lifebuoy,

Lux,

Surf Excel,

Rin,

Wheel,

Fair & Lovely,

Pond's,

Sunsilk,

Clinic,

Pepsodent,

Close-up,

Lakme,

Brooke Bond,

Kissan,

Knorr-Annapurna,

Kwality Wall's

Pure-it

These all brands are household names across the country

and span many categories

14

Distribution Network of HUL The HUL brands are manufactured over 40 factories across

India. The operations involve over 2,000 suppliers and

associates.

HUL's distribution network comprising about 4,000

redistribution stockists, covering 6.3 million retail outlets

reaching the entire urban population, and about 250 million rural

consumers.

HUL mainly divided in three Units.

Channel Design—

Hindustan lever has three types of channel-

Traditional retail channel.

Direct selling channel Hindustan Unilever Network.

Modern Trade (direct retail chain like food bazaar, More

etc).

HUL

HOME & PERSONAL CARE

FOOD WATER

15

ABOUT Pure-it

HINDUSTAN LEVER “PURE-IT”

Leading FMCG Company Hindustan Unilever Ltd (HUL) has

launched Pure-it water purifier, targeted at the need of safe

drinking water in the country. Pure-it, a breakthrough offering

of Hindustan Unilever (HUL), comes with many unique benefits

Benefits of Pure-it

There are various benefits of Pure it – water purifier, these are

The complete protection from all water-borne diseases,

unmatched convenience and affordability.

Pure it’s unique Germkill Battery technology kills all

harmful viruses and bacteria and removes parasites and

pesticide impurities, giving you water that is ‘as safe as

boiled’.

It assures your family 100% protection from water-borne

diseases like jaundice, diarrhea, typhoid and cholera.

What’s more, it doesn’t need gas, electricity or continuous

tap water supply.

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Pure it not only renders water micro-biologically safe, but

also makes the water clear, odorless and good-tasting.

Pureit meets the stringent germ-kill criteria of the

Environmental Protection Agency (EPA), the toughest

regulatory agency in the USA.

The performance of Pureit has also been tested by leading

scientific and medical institutions in India and abroad.

''The cost will come out to be around 16-20 paisa per liter

only.

The idea is to make cost of safe drinking water per liter

more affordable. India as an economy has been growing

and the middle class will be a big market in the coming

days and this will provide a multiplicity of opportunities

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Unique features of Pure-it -

Complete protection from all water born Diseases

Jaundice, Diarrhea, Typhoid and Cholera.

Viruses, Bacteria and Pesticide

Unique Germkill Battery Technology

Certified by E.P.A(Environmental Protection Agency the

toughest regulatory agency in the USA)

Great quality and capacity

Great taste water

18 ltd water capacity

Great Convenience

No gas

No electricity

No continuous Tap water

No water hassles

Unmatched Affordability

Price of Pure it Purifier : Rs. 2000/-

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Stages of purification

Pure it purifies your drinking water in four stages-

1. Unique microfiber mesh

2. Unique compact carbon trap

3. Unique germ kill processor

4. Unique polisher

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In first stage the removal of visible dirt, followed by the removal

of harmful parasites and pesticide impurities. Then, the harmful

viruses and bacteria are killed and finally the water is rendered

clear, odorless and great tasting by removing remaining

impurities.

Advance Battery life indicator

It has a unique “germ kill battery kit” which can safely dispense

1500 liters of water. There is a small window which shows the

status of the battery and when it turns red, the user has to get it

replaced.

The term battery here is not to be confused with electrical

appliances. It is merely a term that is all. The product is

available in 2 colors, Deep maroon and a mixture of white/blue.

The cost of the Pure it filters is about 2000 rupees Includes one

complete Germ kill battery worth Rs. 350.

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Pure-it 1 Crore Safety Challenge

Hindustan lever Pure it challenge to his consumer find an in

home water purifier with the 3 safety features of Pureit and win

1 crore.

1. Meets the tough germ kill criteria of USA(EPA)

2. Advanced auto switch off

3. Needs no electricity, no running water.

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Pure it proudly offers all these features like Germkill criteria of

USA Environmental protection agency ranked among the

highest in the world .Advance auto switch off that insures you

never drink unsafe water and the most important thing is that no

need to any electricity no gas no running water it provides as

safe as boiled water all time.

Feature Comparisons

Compared with other water purifier pure-it is by far the best option, in term of water safety and affordability.

Key features Pureit Boiling process

Leading UV purifier

Candle filter

Kills/Removes harmful Viruses

Need to boil for 30-40

min

Kills/Removes harmful BacteriaKills/Removes harmful Parasites(causes amoebiasis, diarrhoea, etc)

End-of-life indicatorAdvanced Auto Switch-off Great tasteImproves clarityRemoves odour Doesn't need expensive gasDoesn't need electricityDoesn't need continuous tap waterDoesn’t need plumbing

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Doesn't need an expensive maintenance contract Low initial costLow on-going cost

Selling and Distribution of Pure-it

HUL entered the direct-selling market in 1999 through

Aviance and launched HLN in 2003. It based on M L M

approach ( Multi Level Marketing ). Now more than 250

products under HUN.

Hindustan Unilever Network currently sells brands

AYUSH SPA RANGE

PURE-IT

LEVER HOME

DEMIN XCLUSIVE

23

HUL offer to his consumer free home demonstration of

Pure-it. A trained Pure-it Water Expert will visit your

home and give you a detailed demonstration of how Pure-

it works.

Distribution Channels of Selling –

Cold calls(direct door to door)

Kiosk ( Demo stall in street)

Doctors (Protecting Lives)

Media and advertisement

RMS (referral management system)

PWC (Pure it Water Consultant)

NGO

Company connects to SWZ (safe water zone) all major area in the city.

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Features and Benefit Analysis of Different

Water Purifier Brands

Different Brands for the Different Segment of Water

Purifier are listed below-

Segments of water purifier -

1) UV( ultraviolet)

2) RO( Reverse Osmosis)

3) Activated carbon purifier

4) Candles water purifier

5) Lon exchange

25

UV (ultraviolet) - There is so many brands in UV water

purifier some major brands are- .

1) Eureka Forbes

2) Philips

3) Kent

4) Kenstar

5) Usha Brita

RO(Reverse Osmosis ) –

1) Eureka Forbes

2) Kent

3) Whirlpool

Activated carbon filtering-

1) HUL Pure it

2) Eureka Forbes Aqua sure

3) Kent Gold

4) Aqua pure

Candle Filters-

1) Bajaj Aqualife Water Filter

2) Domit-2S (Rajaniklal Ceramic Private Limited)

It is estimated that roughly two thirds of the existing water

purification market belongs to UV water purifiers and one

third is shared between reverse osmosis purification

26

systems and chemical purifiers. In the UV purifier

segment, Eureka Forbes’ Aquaguard is the clear market

leader with approximately 68% market share. Other brands

include Philips’ Intelligent Water Purifier and Kent’s UV

purifier. The UV purifier market is estimated to be

growing at a lower rate than the chemical based segment.

Reverse osmosis purifiers, which are rather expensive and

not the preferred option in many areas, have a smaller

share of the market when compared with UV purifiers and

chemical based systems. In the reverse osmosis segment,

Eureka Forbes is again the major player with 60% share. A

major portion of the remaining 40% belongs to Kent

reverse osmosis Systems

Eureka Forbes

Eureka Forbes is the world's largest manufacturer of Ultraviolet

based Water Purification System. Joint venture Company in

1982 between Electrolux (Sweden) and Forbes Cambell (India).

First brand name was “Aquaguard” (used ultraviolet rays to kill

bacteria and viruses) Second brand name was “PureSip” (used

polyiodide resin to kill bacteria and viruses).

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Eureka Forbes is a specialist in 5 water technologies, addressing

17 diverse water conditions. Over 71 million liters of Aquaguard

water is consumed daily.

Eureka forbes are in three category in water purifier-

Aquaguard Economy-

Aquaguard classic

Aquaguard compact

Special uses-

Aqua guard booster

Aqua guard hi flow

Aquaguard total RO

Aquaguard total RO SMART TURBO

Total protection-

Aquaguard total gold nova

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Aquaguard I nova

Aquaguard sense

Basic Models of Aqua Sure with Power Boil

Aquaflo DX UV—

Power boil purification

Back flush facility

Buzzer indicator

SMPS stabilized voltage

Water outflow 1 ltr/min

MRP-5800/-

Ivory UV—


Unique UV Tech purication

Buzzer indicator

Back flush

EMS-electronic monitoring system

Bottle Tray

Water outflow 2 ltr/min

MRP-6990/-

CRYSTAL UV---


Unique UV Tech purification

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Buzzer indicator

EMS-electronic monitoring system

Pure Flush

Antidrip

Bottle Tray

MRP-Rs-7650/-

Aqua sure RO+UV---


5 Stage purification

Unique RO+UV Tech purification

TDS reduction 90%

Auto shut-off

Two way Tap opening

Pump timer

LCD display

Storage capacity 8 lit

MRP-Rs-16450/-

SPRINGFRESH RO—


5 Stage purification

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Unique RO Tech purification

TDS reduction 90%

Auto shut-off

Two way Tap opening

Storage capacity 8 ltd

MRP-Rs-13990/-

ELEGANT RO---

Power Boil purification

5-stage purification

Unique RO Tech purification

Storage Capacity 6 lit

TDS Reduction 90%

Manual Flush valve

MRP-Rs-9990/-

Aqua Sure Storage Water Purifier—

Water level indicator

Two way tab to monitor flow

Unique 5 stage purification

No boiling require

No gas

No running water

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Kill all bacteria and virus

MPR-Rs-1950/-

KENT WATER PURIFIER—

Kent generally top brand of RO system .Kent product are in UV,

RO and store water purifier Kent gold.

Products are-

KENT ULTRA(UV)-

11W high energy UV rays

3 stage advance UV filtration

Safety alarm

60 lit/hour purification capacity

Active carbon sediment filter

MRP-7,950/-

KENT PRIDE MINRAL RO-

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Mineral RO + UF + TDS Controller

Power Boil purification

Store capacity 8 lit

MRP-14,950/-

KENT GRAND+ --

RO +UV double purification

TDS controller

Filter change alarm

MRP-15,950/-

KENT GOLD STORE WATER PUREIFIER

UF Membrane purified

Removes bacteria, as well as cysts

Long life membrane (expected to last upto 4000 liters)

Made of unbreakable ABS food-grade plastic

20 Liters storage capacity

MRP-2400/-

33

Philips Electronics India Limited launched their new Philips

Intelligent UV based Water purifiers – Philips first foray into

Water Purifiers. Philips new range includes four models – WP

3890, WP 3891, WP 3892 and WP3893; it also has

Rechargeable Battery Back Up to ensure that pure water is

supplied even during a power failure. It comes with easily

readable LCD display.

PHILIPS WP 3890 UV WATER PURIFIER—

Advanced UV technology

Pure Protect Alert alarm

PureFlush automatically flushes and UV chamber

3 Purification Stages

Silver-Impregnated Activated Carbon Purification

34




3 Purification Stages


Audible Indications

MRP-7499/-




Smart display

Pure protect lock

LCD display

MRP-9400/-

PHILIPS WP 3893 WATER PURIFIER—

Advanced UV & RO technology

Purification Stages 3

Pre-Filter Purification


Flow Rate (Liters/Minute) 1.2

Rechargeable Battery Backup

LCD Display

MRP-10995/-

35

Whirlpool RO water purifier Purafresh Elite-

6th sense Purify & Protect Technology

Dual Overflow protection

6.5 Lts water storage

Power consumption :16W max

MRP-1675/-

Purafresh Deluxe 6th sense Purify & Protect Technology

Dual Overflow protection

8.5 Lts water storage

Power consumption: 15W max.

MRP-15950/-

Purafresh Platinum 6th sense Purify & Protect Technology

Filter change indicator

36

Advanced 5 Stage Purification

Push button dispensing

MRP-23950/-

USHA BRITA WATER PURIFIER

Usha Brita-Waterguard-Digital

4 Stage of purification

Ultra-Violet Purification

Digital display

ABS Plastic Body

MRP-8990/

Usha Brita-Water guard SF 620T Storage Type purifier

3 stages of purification


No power requirement

20 Storage Capacity (Liters)

MRP-3500/-

37

ZERO B WATER PURIFIER -

ZERO-B purifiers used a halogenated resin technology. It

helped prevent iodine deficiency diseases and permitted purifier

water to be stored up to eight hours without fear of

recontamination.

Zero B-Pristine- 7 Purification Stages

RO purifier

7 lit Storage Capacity

Sediment filtration 5 micron , Precarbon filter

Power Consumption (Overall) 24 Watts

MRP-12,990/-

Zero B-Zero B Puriline 2L 3 Purification Stages Silver-Impregnated Activated Carbon

Purification No power requirement ABS ABS Plastic body MRP-4,750/-

38

RESEARCH METHODOLOGY:

There are so many companies in the water purifier market, to

find the defining strategies used, the methodology used is

interview and survey method.

Data Collection Method:

For this research study, primary data as well as secondary data

was collected. Primary Data has been collected through

personal contact. For this purpose both questionnaire and one-

on-one interview was considered with the consumers, shop

owners and consumer durable stores & suppliers of the

company.

Secondary data has been collected from magazines, newspaper,

company literature and websites.

Data analysis:

39

Analyzing codes to each question were awarded. Thereafter

every questionnaire was written. After which the data were

analyzed.

SAMPLING TECHNIQUE

For my survey I used Cluster Sampling technique. I selected a

sample of 50 people around the western Delhi area and

interviewed them according to the questionnaire.

I also interviewed some of the shop owner and distributors and

tried to find out what the company is doing to sustain their

customers and what new changes they are bringing in their

product to gain competitive advantage from other competitors.

RESEARCH INSTRUMENT

Research instruments, for the purpose of primary data collection

were Questionnaires

DATA ANALYSIS

For the analysis of data collected through survey work, a series

of steps were followed which are given in a chronological order

Each question of the questionnaire was assigned codes

(coding)

40

Each questionnaire was punched into ms-excel sheet thus

forming a data base (punching)

Further the data was analyzed by using diagrams, graphs,

charts etc.

Finally, an effort was made to extract meaningful information

from analyzed data, which acted as a base for the

recommendations.

COST BENEFIT ANALYSIS

According to the findings it has been found that Pure It is more

cost beneficial as compared to the other five core competitors :

1. Eureka forbes

2. Kent

3. Philips

4. Whirlpool

5. Kenstar

As pure It has the price range of only Rs 2000 with the

best feature in this segment as compared to others.

Pure It has the biggest advantage which makes it different

from others is that it doesn’t require any electricity which

saves your money and becomes more cost beneficial.

Pure It provides the 4 litres of water at the cost of only 1

Rupee which cannot be provide by any other purifier as

almost all of them require the electricity.

41

Running water is needed to purify the water in every water

purifier but Pure It doesn’t require as it will save your

money and it can provide the water anytime you need.

Company povides the free Home demonstration service so

you can save the money as you don’t need to go in the

market for purchasing the purifier.

The cost of other UV and RO purifier is more than 4000-

15000 while the cost of Pure It is much less than these

purifier.

Pure It provides the water as safe as boil water which

others doesn’t provide which can save your money as you

doesn’t require any gas.

RETAIL OPPORTUNITY FOR THE PURE IT:

Focus on small retailersCompany has to focus on the small retailers because company

don’t have the large number of product range there is only one

product available in the market.

The margin for the retailer is very little as compared to others so

the company cannot focus on the big retailer chains like Ezone ,

Chrome,vijay sales etc.

Increase the product segment

42

Pure it has only single product in single segment so the

company can focus in different segment like UV and RO for tap

the market.

Service and support

Service is the most important part for the product. As other

competitors is also providing and it will be beneficial for the

Pure It to provide good service than others water purifier.

SWOT ANALYSIS OF PURE-IT

StrengthPriceEnvironment friendly Water borne disease protectionBrand nameGermkill batteryNo electricityTest of EPAfrom the laboratory of USA

WeaknessAvailabilty in marketProduct awarenessCustomer care service

OpportunityUntapped rural marketMore variety in product Different segmentTarget on samll retail shop

43

No prooduct rangeEstablished value for their brandBuilt immense consumer awareness

ThreatExisting CompetitorsNew players in the marketDifficult to reach to the people early as it has come recently

Major Finding

1. Pure it is the market leader in the carbon water purifier as

compared to Eureka forbes,Aquasure and Kent gold

purifier.

2. It has also been find that people are willing to choose the

environment friendly but people also looks in to the price

factor.

3. From the findings it has been found that Eureka forbes is

the market leader in UV.

4. Kent has captured and beacomes the market leader in the

RO segment.

44

5. It has also been found that while purchasing the water

purifier people prefer the safety water as compar to others

factors invovled like price and durability.

6. People has the faith in the HUL brand factor.

Conclusion & Suggestion

1. Customer support service has to be increased as it will be

helpful to capture the market.-

I found that most of the customers don’t get timely

service. In order to avoid delay in battery

replacement and solving technical problems on time,

customer care service has to be increased .

2. Promotional and Advertising activities should also be

increased to make people aware-

Promotional advertisement is very important. Now a

days, attracting and satisfying customers is more

difficult than producing the goods. Advertising

45

influences consumer attitudes and purchase behavior.

It is the best way to make people aware about the

benefits of pure-it water purifier.

3. Training and workshop should be twice in a month for

PWE(pure-it water expert) -

Training and workshop is always helpful for the

company and its employees, the lower level sales

force also needs traning programes to improve the

quality of services given to the customers.

4. Companies can increase the product range-

As we can see Pure-it is a single product of this

segment and this is best oppurtunity for HUL to

increse different segment like UV,RO to tap the

market.

5. Product offer to Retail shop.

Pure-it is the product of Hindustan Unilever network

but it is not available at retail . Company can offer it

to all the retail stores to sell the product. It would be

helpful in increasing the sales.

6. Company can focus on middle class as well as slum people

Middle class and upper-lower class people are still

not using water purifier or any purification system,

46

company can focus in that area and create awerness

as well as demond of the product.

7. Company can also venture to some government agency to

use water purifier in government hospitals , and offices.

RESEARCH LIMITATIONS

a) Sometimes respondents may not answer with full

confidence and sometimes they reply without

thinking over the matter.

b) Sample size is very small.

c) It is very difficult to find out the perception level.

d) Sometimes respondents are not feeling comfortable

in giving the answers.

e) Lack of time is the critical factor.

47

DATA ANALYSIS&

INTERPRTATION

48

The following data have been collected during the research

period taken by me through the questionnaire method on

122 people in West Delhi.

Frequency Table

Table 1: Frequency and Percentage of the respondents who have water purifier

Have a Water Purifier Frequency PercentYes 100 81.96No 22 18.04

Total 122 100.0

Fig 5.1: Frequency and Percentage of the respondents who have water purifier

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INTERPRETATIONThe total no. of respondents included in the research is 122.Out of 122 respondents, 81.96%(100) of people have a water purifier and 18.04% (22) of people do not have a water purifier.Table 5.2: Frequency and Percentage of respondents “which company water purifier, you are using and will use”

Which Company Frequency PercentEureka Forbes 35 35.0HUL Pure it 25 25.0

Kent 15 15.0Philips 10 10.0

Whirlpool 6 6.0Any Other 9 9.0

Total 100 100.0

Fig 5.2: Frequency and Percentage of respondents “which company water purifier, you are using and will use”

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INTERPRETATIONOut of 100 respondents who are using a water purifier, 35% (35)

of people are using Eureka Forbes, 25% (25) use HUL, 15%

(15) use Kent, 10%(10) use Philips, 6% (6) use Whirlpool, 9%

(9) of people are using any other company’s water purifier

respectively.

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Table 5.3: Frequency and Percentage of respondents about the quality of Battery kits of Pure it

Quality Frequency Percent

Good 65 65.0Poor

Don’t know2510

25.010.0

Total 100 100.0

Fig 5.3: Frequency and Percentage of respondents about

quality of battery kit of pure it

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INTERPRETATIONThe above data tells about Battery kit quality of Pure it water

purifier, that is the Pure it is working with battey kit is good or

not. Out of 100 respondents, 65 % (65) of people have given

their view that ‘yes’ and 25 % (25) of people have given their

view ‘No’& rest 10% have don’t know about it.

Pure it uses no chemical

Frequency Percent

Yes 40 40.0

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No 50 50.0

Don't Know 10 10.0

Total 100 100.0

Table 4: Frequency and Percentage of respondents- “Pure it

doesn’t use chemicals”.

Fig 4: Frequency and Percentage of respondents “Pure it doesn’t use chemicals”

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INTERPRETATION

The above data has given that out of 100 respondent 40% (40)

of them agreed that there is no chemical use in Pure it water

purifier. 50% (50) people not agreed to the statement & rest

10% tell don’t know about it.

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Table 5: Frequency and Percentage of respondents about taste good, odorless and looks clear

TASTE GOOD, ODOURLESS,

LOOKS CLEAR

FREQUENCY PERCENT

Satisfied 75 75.0Not satisfied 10 10.0Say nothing 15 15.0

Total 100 100.0

Fig 5: Frequency and Percentage of respondents about taste good, odorless and looks clear for Pure it

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INTERPRETATION

The above data has given the frequency and percentage of

respondents about taste of water is good, odorless, looks clear in

case of Pure it . Out of 100 respondents, 75 % (75) of people

have given their view ‘YES’. the taste of water is good, odorless

and looks clear.10% (10) of people have told ‘NO’, the taste of

water is good, odorless and looks clear and 15 % (15) of people

have given their view ‘don’t know’ about taste of water.

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Pure it gives water as safe as boil water

FREQUENCY PERCENT

Yes 67 67.0No 23 23.0

Don't Know 10 10.0Total 100 100.0

Table 6: Frequency and percentage of respondents about

“Pure it gives water as safe as boil water”.

Fig6: Frequency and Percentage of respondents about “Pure it gives water as safe as boil water”.

INTERPRETATION

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The above data has given the frequency and percentage of

respondents about Pure it gives water as safe as boil water. Out

of 100 respondents, 67% (67) of people have given their view

‘YES’. the water is as safe as boiled water.23 % (23) of people

have told ‘NO’ water is no as safe as boil water and 10 % (10)

of people have given their view ‘don’t know’ about taste of

water.

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Table 7: Frequency and Percentage of respondents about after sales service of Pure it

water purifier.

SERVICE AFTER SALES

FREQUENCY PERCENT

Satisfied 68 68.0Not satisfied 32 32.0

Total 100 100.0

Fig7: Frequency and Percentage of respondents about after

sales service of Pure it

INTERPRETATION

The above data has given frequency and percentage of

respondents about service after sales of Pure it.64 % (64) of

people have given their view that they are satisfied with after

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sales , service of Pure it and 36 % (36) of people have given

their view that after sales service of Pure it is not good.

What comes your mind first

Frequency Percent

Price 16 16.0Health & Safety 39 39.0

Both 45 45.0Total 100 100.0

Table 8: Frequency and Percentage of respondents about

what comes your mind first i.e. Price or Health & Safety or

Both

Fig 5.10: Frequency and percentage of respondents about

what comes your mind first i.e. Price or Health & Safety or

Both

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INTERPRETATION

The above data has told, frequency and percentage of

respondents about what comes customers mind first i.e. Price or

Health or Both. Out of 100 respondents, 45 % (45) of

respondents have given their view that both that is price as well

as health and safety. Percentage of respondents who are only

concern about health and safety was found 39 % (39).Percentage

of respondents who are concern about only price was found 16

% (16).

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Table 9: Cross tabulation between ‘Different Company’s

water purifier and Taste of water’

COMPANY Tastes good ,odourless ,looks clear TotalYes No Don’t

KnowEureka Forbes

45 1 4 50

Hul 9 2 3 14kent 9 1 0 10

Philips 8 1 1 10Whirlpool 4 2 1 7Any Other 5 2 2 9

Total 80 9 11 100

Fig 5.12: Cross tabulation between ‘Company and Taste of

water

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INTERPRETATION 1. PERCENTAGE WITHIN ‘COMPANY’

A. Eureka Forbes : Among the total 50 Eureka Forbes

users

The view of Eureka Forbes users toward taste of water is

good, odorless and looks clear was found, Yes – 90 % (45),

No- 2% (1), Don’t know- 8% (4)

B. Hul : Among the total 14 Pure it (Hul) users

The view of Hul users toward taste of water is good, odorless

and looks clear was found,

Yes – 64.3 % (9), No- 14.3% (2), Don’t know- 21.4% (3)

C. Kent : Among the total 10 kent users

The view of Kent users toward taste of water is good, odorless


Yes – 90 % (9), No- 10% (1), Don’t know- 0% (0)

D. Philips Among the total 10 Philis users

The view of Philips users toward taste of water is good, odorless


Yes – 80 % (8), No- 10% (10), Don’t know- 10% (10)

F. Whirlpool: Among the total 7 Whirlpool users

The view of Whirlpool users toward taste of water is good,

odorless and looks clear was found,

Yes – 51.1 % (4), No- 28.6% (2), Don’t know- 14.3% (14.3)

G. Any Other: Among the total 9 any other water Purifier

users

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The view of any other Water purifier users toward taste of water

is good, odorless and looks clear was found, Yes – 55.6 % (5),

No- 22.2% (2), Don’t know- 22.2% (2)

2. PERCENTAGE WITHIN ‘TASTE OF WATER’

A. Yes: Among the total 80 respondents for whom the taste of

water is good, odorless and looks clear.

The percentage of Eureka Forbes users, Hul users, kent users,

Philips users, whirlpool users was found 56.3% (45), 11.3% (9),

11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5) respectively.

B. No: Among the total 9 respondents for whom the taste of

water is not good, odorless and looks clear

The percentage of Eureka Forbes users, Hul users, kent users,

Philips users, whirlpool users was found 11.1% (1), 22.2% (2),

11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2) respectively.

C. Don’t know : Among the total 11 respondents ,they don’t

know the taste of water is good, odorless and looks

clear .The percentage of Eureka Forbes users, Hul users, kent

users, Philips users, whirlpool users was found 36.3% (4),

27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1), 18.2 % (2)

respectively.

Price of pore it Frequency PercentSatisfied 75 75.0

Not satisfied 15 15.0Don't Know 10 10.0

Total 100 100.0

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Table 12: Frequency and Percentage of respondents “satisfaction on pcice of Pure it”

INTERPRETATION

The above data has given, on the basis of view of the respondent

on price of the product; people satisfaction on price of the

product.75 % of people have given their view ‘satisfied’.15 %

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of people have given their view ‘not satisfied’, .10 % of people

have given their view ‘don’t know’.

MARKET POSITION OF HUL PURE ITIt can be observed that the from overall data analysis provides a

positive picture about the market position of Pure it. Out of 100

respondents 42% agreed that Pure it market position is good,

25% agreed that market position of pure it is excellent, 21%

people said that market position of pure it is average & rest 13

not satisfied with the market position.

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FINDINGS 65% of the respondents are have a water purifier while 35%

of the respondents do not have a water purifier.

25% of the respondents use Pure it, 35% respondents use

Eureka Forbes Aqua guard while 15% respondents use Kent,

10% Philips and other .

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Out of 100 respondent 40% (40 )of them agreed that there is

no chemical use in Pure it water purifier.50% (50) people not

agreed to the statement & rest 10% tell don’t know about it.

Out of 100 respondents 42% agreed that Pure it market

position is good, 25% agreed that market position of pure it is

excellent, 21% people said that market position of pure it is

average & rest 13 not satisfied with the market position

for Pure it water purifier delivery status, 64 % of people have

given their view ‘satisfied’.26 % of people have given their

view ‘not satisfied’, .10 % of people have given their view

‘don’t know’.

On the basis of view of the respondent on price of the product;

people satisfaction on price of the product.75 % of people have

given their view ‘satisfied’.15 % of people have given their

view ‘not satisfied’, .10 % of people have given their view

‘don’t know’.

64 % (64) of people have given their view that they are

satisfied with after sales , service of Pure it and 36 % (36) of

people have given their view that after sales service of Pure it is

not good.

Out of 100 respondents 42% agreed that Pure it market

position is good, 25% agreed that market position of pure it is

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excellent, 21% people said that market position of pure it is

average & rest 13 not satisfied with the market position.

Out of 100 respondents, 45 % (45) of respondents have given

their view that both that is price as well as health and safety.

Percentage of respondents who are only concern about health

and safety was found 39 % (39).Percentage of respondents who

are concern about only price was found 16 % (16).

CONCLUSION

I had conducted the market survey in the town of Cuttack in

Orissa.

I had chosen the product as ‘Pure It’ because people are very

cautious about their health these days and are very

particular about their drinking water. In such a scenario most

of the people are using water purifier.

I was very lucky to join this company and learnt so many things,

like punctuality, hard work, selling strategy of company etc.

I had met different kinds of people, coming from different

religion. Thus I came to know about the different views of these

people.

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After the survey I came to a solution that the people of Cuttack

are very much aware of Pure It water purifier and

maximum of them are satisfied with the product.. Although

maximum people are satisfied with the product but still there a

pinch of dissatisfaction among some of the consumers. But the

ratios of these people are negligible.

I would like to discuss about an industry which is responsible

and absolutely welcomes enhanced competition. I believe that

the success of this industry in the market place is by delighting

customers through affordable price and high quality and better

after sale services, instead of any possible manipulation in the

area of spectrum management.

We can find that HUL is not the best water purifier provider in

India because apart from the price & quality of output, it’s not

good at any point. Because most of the respondents have rated

it as average more. And of course the survey research always

reflects the truth.

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No doubt HUL Pureit have very good quality of product and availability in Cuttack. Customer feels delightful with the HUL services and is satisfied with HUL Customer service.

References:-

http://www.pureitwater.com/

http://compareindia.in.com/products/water-purifiers/#

http://www.indiareviewchannel.com/products

http://www.waterpurifiers.in/

Books

a) Marketing Management- Philip Kotler

b) Marketing Management- Narayanswami

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http://compareindia.in.com/products/water-purifiers/#

Documents

To Study the Customer Perception Level of the Different Water Purifier Brands and Hindustan Unilever Pure-it Brand in Western Delhi