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SUMMER TRAINING REPORT

ON
(CONSUMER BEHAVIOUR ON SAFE DRINKING WATER)
A SURVEY OF CUSTOMER BEHAVIOUR OF GWALIOR

(TOWARDS PURIFIER WATER)

Undertaken
at
BANSAL KITCHEN APPLIANCE

Submitted to
JIWAJI UNIVERSITY GWALIOR

In Partial Fulfillment of Masters of Business Administration


At
MAHARAJA INSTITUTE OF MANAGEMENT AND TECHNOLOGY,
GWALIOR (M.P.)
Submitted To:
Mrs. ARCHANA

Submitted By:
JYOTI SHARMA
MBA (2014-16)

DECLARATION

It is hereby declared that the Summer Training Report entitled


CONSUMER BEHAVIOUR ON SAFE DRINKING WATER has
been prepared as the part for the completion of the degree of
masters of business administration from Maharaja Institute Of
Management & Technology and it is based on the original
research work and will be used only for the academic purpose. It
will not be produced in any condition as a source of information to
an industry.

Date
Place: Gwalior

JYOTI SHARMA
MBA III Semester

CERTIFICATE

This is to certify that Ms. JYOTI SHARMA student of MBA III Semester of maharaja
Institute Of Management Gwalior affiliated to Jiwaji University, Gwalior has completed his
summer training of 6 weeks ( from 15th of JULY to 30th AUGUST ) and prepared this report on
CONSUMER BEHAVIOUR ON SAFE DRINKING WATER (A SURVEY OF
CUSTOMER BEHAVIOUR OF GWALIOR) under my guidance.

Date:
Place: Gwalior

ARCHANA
Faculty GUIDE

ACKNOWLEDGEMENT

It is privilege to express my gratitude & sincere thanks to


Maharaja Institute Of Management & Technology, Gwalior
has given us the opportunity to summer training report on the
topic. I am thankful to Mr. Achal Pillai (Director-MIMT),
Dr. Subeer Banerjee (Dean Academics), and Faculty Guide
(Ms.ARCHANA) for his valuable guidance and support throughout
report preparation. I would also like to thank

Mr. Rohil Khara

General Manager of Mody Auto Motors.

I sincerely thank computer laboratory in-charge and library staff for their timely
co-operation.
I would also like to thank to all people who directly or indirectly
helped the
complete the report.

Date:
JYOTI SHARMA
Place: Gwalior
M.B.A. lll sem.

PREFACE

Th e pr oj ect i s bas ed on t he CONSUMER BEHAVIOUR ON SAFE DRINKING


WATER to understand the consumer behavior regarding at health care
sector. The project took 7 weeks for completion. The main motive of project
report was to enhance my expertise and extensive knowledge I gained through my
course, by applying it practically to the market of Health Care Sector Gwalior.
Th e pr oj ect has been co mpl et ed by collecting the primary data by
interviewing the various companies of Gwalior. Secondary data was also
used as per the availability from different sources. In all the study was to
find out at which geographical area the potential customer may exist and
also to study the consumer behavior regarding health care sectors.

During the project, I learnt the procedures and various other aspects of marketing
of health care by applying theoretical knowledge and concepts to the best.
Needless to say, errors and omissions are bound to occur.
Last but not the least, I am grateful to all those who happened to be a part
of the successful completion of this Project and my mind and heart for going
hand in hand!

JYOTI SHARMA

CONTENTS

Chapter 1
INTRODUCTION OF KENT
OVERVIEW
OUR VISION
OUR MISSION
Chapter 2
AT KENT ARWE VALUE
AWARDS & RECOGNITIONS
CERTIFICATION
KENT ADVANTAGES
Chapter 3
MINRAL RO TECHNOLOGY
GRAVITY BASED UF TECHNOLOGY
NO WATER WASTAGE TECHNOLOGY

Chapter 4
QUESTIONAIRE
BIBLIOGRAPHY

CHAPTER
1

INTRODUCTION OF KENT HISTORY

Kent RO Systems Ltd is an Indian healthcare products company headquartered


in Noida, Uttar Pradesh. It makes water purifiers based on the process of Reverse
osmosis (RO) purification. Over the years the company has diversified into other
products such as air purifiers, vegetable and fruit purifiers and water softeners. The
company exports to SAARC countries, Middle East, Bangladesh, Nepal, and
Kenya. It expects a contribution of 15% of total turnover to come from exports in
the near future. The company won the Golden Peacock Eco Innovation Award for
its contribution in developing innovative water purifying technology and
preventing environment degradation in 2007.

Kent has its manufacturing base in At KENT, we ensure that every day we come
up with fresh idea to make your life a little more pure KENT holds the credit
of introducing path-breaking purification technologies. It is known the world
over as the pioneer of RO purifiers. While benefits RO as a process were
known since 1970s.

KENT gives it the shape of a usable, world-class product, KENT RO purifiers


gives the purest water while retaining essential natural minerals. It is superior
to purifiers that are solely UV purification by adding a RO process in addition
to UV purification.

The Indian home water purifier market has seen robust growth in the past few
years and several new players have entered into it, hoping to tap the huge potential
that the market offers.

One of India's oldest and well-respected players in the segment, Kent RO Systems
is also gearing up for expansion, both in India and abroad. The company expects to
record a turnover of Rs 350 crore during the current financial year as against Rs
240 crore last year.
KENT RO Systems Ltd Chairman Mahesh Gupta speaks to Girish
Chadha of India Water Review on the company's growth plans and how it is
expanding its dealer network to reach more customers.

Last fiscal our turnover was Rs 240 crore. Currently, the turnover is expected to be
350 crore and we look forward to become a Rs 500 crore player by 2013. We are
very close to this milestone, with having around 40 per cent of the market share.
With our franchising route we are optimistic, it will enhance our brand and the
market share in all categories.

The company expects to achieve Rs 350 crores turnover in this fiscal. To


accomplish this goal, the company would expand the distribution network. The
company is also trying to make after sales services much better so that consumers
dont face any kind of service problem. Currently, we have a strong marketing
network of 800 distributors and 6000 dealers which we intend to increase to over
1000 distributors and 10000 dealers by the end of this fiscal. Seeing the rising
demand of water purifiers in the market, we intend to enter South India in a big
way.

KENT RO Ltd has three manufacturing plants in Roorki and making one another
plant in Greater Noida with the total investment of 20 crore. It would be completed
by the end of this year. As of now, company has invested Rs 50 crore on its
manufacturing plants. Currently, the manufacturing capacity of the company is 5
lakh per pieces per year but with Noidas manufacturing plant, company expects to
escalate its production capacity to 7 lakh water purifiers per year.
Kent Water are already present in international market as we have started
exporting our products to SAARC countries; Middle East including Iraq and
Dubai; Bangladesh, Nepal; and Kenya in Africa since February. In the next two-

three years, we are expecting a contribution of 15 per cent in our total turnover for
exports.

There is a huge scope in health care products especially in water purifiers as


instead of a style segment, its a need today. It is a huge untapped market. KENT
RO SYSTEMS Ltd is the company that fulfills requirements of the consumers
giving them good value for money with a wider portfolio of products ranging from
Rs 1250 to Rs 15000.

OVERVIEW

KENT RO Systems Limited is a 21st century healthcare products


company with a vision to make the world a healthy and a happy
place. Pioneers in bringing the revolutionary Reverse Osmosis
(RO) technology to India, KENT started its operations from Noida,
India in 1999.
Over the years, it has evolved as a market leader providing
technologically advanced healthcare products ranging from Water
Purifiers, Air Purifiers, Vegetable and Fruit Purifiers to Water
Softeners. It has become synonymous with offering purity and is
known for its robustness in technological performance and
innovative designs enhancing quality of everyday living.
KENT is ISO 9001:2008 certified and has been at the forefront of
innovation. It has grown to be a strong organization with offices
across India and most importantly, millions of satisfied customers
to its credit worldwide.
With a purpose to give good health to one and all, KENT is the
best guardian of your familys health!

EXECUTIVE SUMMARY

This assignment is concerned about Consumer behavior and Consumer


Buying Process. Throughout the assignment the following points are going to be
discussed.
1. The Consumer buying behavior in general.
2. The Consu mer buyi ng pr oces s.

CONSUMER BUYING BEHAVIOR

Definition:
Con s u mer beh avi or r ef er s t o t he me n t al and e mot i o nal pr o ces s and
t he obs er v abl e behavior of consumers during searching, purchasing
and post consumption of a productor service.Consumer behavior involves
study of how people buy, what they buy, when they buy and why they buy.
It blends the elements from psychology, sociology, social psychology,
anthropology and economics. It also tries to assess the influence on the
consumer from groups such as family, friends, reference groups and society in
general. Buyer behavior has two aspects: the final purchase activity visible
to any observer and t he det ai l ed or shor t deci si on pr oces s t hat may
i nvol ve t he i nt er pl ay of a nu mb er of complex variables not visible to
anyone.

Factors Affecting Consumer Buying Behavior


Consumer buying behavior is influenced by the major three factors:
1.Social Factors.
2.Psychological Factors.
3.Personal Factors.

A. Social Factors
Social factors refer to forces that other people exert and which affect
consumers purchase behavior. These social factors can include culture and
subculture, roles and family, social class and reference groups.

B. P sych ol ogi ca l Fact or s


Th e se ar ei nt er nal t o an i ndi vi dua l and gene r at e for ce s wi t hi n t ha t
i nf l ue nce her/his purchase behavior. The major forces include motives,
perception, learning, attitude and personality.

C. Pe rson a l Fac t or s
These include those aspects that are unique to a person and influence
purchase behavior. These factors include demographic factors, lifestyle, a
nd situationalfactors

CONSUMER BUYING DECISION PROCESS

Definition:
Consumer buying decision process is the processes undertaken by consumer in
regard to a pot ent i al mar ket tr ans act i on befor e, dur i ng and a ft er t he
pur chase of a pr oduct or service.

Consumer decision making process generally involves five stages:

1. Problem Recognition
Purchase decision making process begins when a buyer becomes aware of an
unsatisfied need or pr obl e m. Thi s i s t he vi t al st age i n buyi ng
deci si on pr ocess, becaus e wi t hout recognizing the need or want, an
individual would not seek to buy goods or service. There are several situations that
can cause problem recognition, these include:

Depletion of stock
Dissatisfaction with goods in stock
Environmental Changes
Change in Financial Situation
Marketer Initiated Activities.

2. Information Search
After the consumer has recognized the need, he / she will try to find the
means to solve that need. First he will recall how he used to solve such
kind of a problem in the past, this is called nominal decision making.
Secondly, a consumer will try to solve the problem by asking a friend or
goes to the market to seek advice for which product will best serve his need,
this is called limited decision making. Sources of information include:
Personal sources
Commercial Sources
Public sources
Personal experience.

3.Alternatives evaluation
Consumers evaluates criteria refer to various dimension; features,
characteristics and benefits that a consumer desires to solve a certain
problem. Product features and its benefit is what influence consumer to
prefer that particular product. The consumer will decide which product to
buy from a set of alternative products depending on each unique feature that the
product offers and the benefit he / she can get out of that feature.
4.Purchase Action
This stage involves selection of brand and the retail outlet to purchase
such a product. Retail outlet image and its location are important.
Consumer usually prefers a nearby retail outlet for minor shopping
and they can willingly go to a far away store when they purchase items
which are of higher values and which involve higher sensitive purchase

decision. After selecting where to buy and what to buy, the consumer completes the
final step of transaction by either cash or credit.

5.Post-purchase Actions
Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction
with the purchase is basically a function of the initial performance level
expectation and perceived performance relative to those expectations. Consumer
tends to evaluate their wisdom on the purchase of that particular product. This
can result to consumer experiencing
post pur cha se di s sat i s fact i on. I f t he consu me r s per cei ved per for ma
nce l evel i s bel ow expectation and fail to meet satisfaction this will eventually
cause dissatisfaction, and t hi s mi ght cause t he consu mer t o i ni t i at e
co mpl ai nt behavi or and spr ead negative word-of-mouth concerning that
particular product.

About The Kent RO

In most homes, boiling water to rid it of its impurities seems to be the most
common practice. It is this mindset that Mahesh Gupta is still trying to fight even
after 13 years of setting up a water purifying company. In India, penetration of
reverse osmosis (RO) method of water purification is only about one per cent,
says Gupta, founder and chairman, Kent RO Systems Ltd. (Kent). What most
dont understand is that boiling does not remove all the impurities, especially the
dissolved ones. Hence, educating customers and building awareness about RO is
one of our biggest challenges, he adds.
Noida-based Kent has sold more than a million RO units since its inception. It has
many models now, including Kent Grand and Kent Pearl, ranging between Rs.
13,000 to Rs. 17,000 per unit. About 80 per cent of its revenues are from its RO
sales and the company holds around 40 per cent market share. For the financial
year 2012, the company has closed revenues of Rs. 331 crore from Rs. 240 crore
last fiscal with a top line growth of close to 40 per cent.

Building a brand

For the first six years, there wasnt much of a brand building exercise at the
company. Initially, we sold our products through the direct marketing route. But,
in 2005, I realised that to sell a consumer product, we need to turn it into a brand
for consumers to recall it, says Gupta. Thats when he started advertising and
brought onboard a brand ambassador actor Hema Malini. He considers this phase
as Kents second innings as the product also was redesigned and ROs technology
was modified. RO then effectively removed impurities but it also got rid of
essential minerals in the water. So, we designed a product that would retain the
minerals. And since then, we have been growing at an average of 30 per cent to 40
per cent every year, shares Gupta.
Over the past three to four years, Kent has also diversified into other products such
as air purifiers, vegetable and fruit purifiers and water softeners. Last year, it
signed actor Boman Irani to promote its tap water purifier product. But Gupta

admits that fighting for awareness for RO takes considerable time, that educating
about its other products is twice as difficult. However, he knows that his
promotions have paid off. It is definitely easier to sell our products now wordof-mouth has helped our cause. And once we educate people, they are ready to pay
when it comes to securing their health despite the availability of more affordable
purifiers in the market, says Gupta.
Unlike its competitors, Kent does not do house calls. It undertakes visits only on
request or through reference and is able to close 40 per cent of such sales.

Since it is a costly product, people like to discuss and debate about it. Instead of
forcing it on them, we would rather make an impact through our advertising, says
Gupta. Kent has a strong distribution network with 400 distributors spread over the
country with northern states providing most traction. In the next fiscal, it hopes to
increase the number to 700 distributors.

Changing the game


For Gupta, Kent is his second tryst as an entrepreneur. An IIT-Kanpur graduate, he
worked with the Indian Oil Corporation for 11 years before he decided to quit so
that he could implement his ideas. In 1988, he started SS Engineering (that still
functions) to test and conserve petroleum products. The origination of Kent
happened by chance when both his children fell sick to jaundice. Having never
used a water purifier at home and not satisfied with the ones available in the
market, Gupta decided to make one by importing the components. Through his
research he learnt that RO was an effective water purification method a
technology that was available in other markets. Water impurities include bacteria,
dust, algae and others, which ultraviolet filters can remove but dissolved impurities
such as salt, arsenic and chloride that one cannot see are removed with the help of
RO. Though water wastage is high during this process, Gupta prefers to refer to it
as water consumption or reject water. Like how when one washes their clothes
there is reject water, similarly water is consumed to clean water, he says. Gupta
also adds that, irrespective of groundwater or metro water, RO is useful due to the
kind of impurities present in water now.

"Initially, we sold our products through the direct marketing route. But, in
2005, I realised that to sell a consumer product, we need to turn it into a
brand for consumers to recall it."

Gupta setup Kent with a Rs. 2 lakh as investment but his biggest challenge was to
sell his product. RO is a costly procedure. My product would cost around Rs.
20,000 while my competitors would price their products at Rs. 5,000. Also, I was
fighting a big elephant, Aquaguard by Eureka Forbes, which was well established
in peoples minds. To sell even a third unit became a monumental effort. But as
his small number of customers was happy with the product, Gupta knew it would
be successful someday.

Now, with many models on its roster, the research and development for Kents
products is a continuous process that takes place in Noida, with about four per cent
of its revenues allocated to it. Kent has three manufacturing facilities in Roorkee
with a capacity to produce 5 lakh units annually.

A fourth plant is underway in Greater Noida with an investment of Rs. 10 crore


that will become functional in two months time. With this, its capacity would
increase to 7 lakh units per year.

A sustainable pace

While courting growth, Gupta made a conscious decision to not go the venture
capital route. I am not an aggressive person. Kent couldve been a Rs. 1,000 crore
company but I would rather move at a comfortable pace. Were financially sound
now and rely on internal accruals for further growth, he says. Even today, some of
his biggest challenges continue to be what plagued him earlier on cost reduction,
building awareness about RO and timely servicing. It is a continuous exercise to
bring down the cost, which is a setback because besides the initial high cost, RO
technology is high maintenance as well. We try our best to be prompt in our
service, adds Gupta.
Gupta estimates the water purifying market to be around Rs. 1,500 crore and
growing. The company is bringing in Rs. 5 crore worth of exports through its
global arm and hopes to increase it further. But for now, his focus is on home
ground. His target for fiscal 13 is Rs. 450 crore. We still have a lot of potential to
grow here but we want to do it at a sustainable pace around 30 per cent to 40 per
cent every year, he concludes.

Introduction To Kent RO Systems Ltd

Type

Industry

Founded

Founder

Headquarters

Area Served

Key People

Website

Public

Consumer Durable Healthcare

1991

Mr. Mahesh Gupta

Noida, India

Worlewide

Mr. Mahesh Gupta, Chairman

http://www.kent.co.in/

FACILITY AND TURNOVER

Facility

Kent has its manufacturing base in Roorkee (Uttarakhand) which is spread


across 400,000 sq. ft and has an annual capacity of 1 million units. Its
technology is validated by UNESCO and certified by other organizations
such as NSF, WQA, TUV and ISO.

Turnover

Kent sells more than 225,000 RO purifiers every year and holds around
40% market share in India. Its annual turnover in 2010 was Rs. 250 crore.
About 80% of its revenues are from its RO purifiers. The company has sold
over a million units to date.

DRINKING

BASIC PRINCIPLES OF SAFE

Worldwide human freshwater use increased. Fresh water is used


for domestic, recreational, irrigation, livestock support and
industrial purposes. The heaviest use is for irrigation, which
typically accounts for well over 60%, and industry, which accounts
for a further 25%.
Aquifers are being rapidly depleted and contamination is a rising
threat. There are three main sources for increasing supply of fresh
water where it is needed: reuse for multiple purposes,
desalination of seawater and brackish (salty) surface water and
groundwater, and conservation (avoiding wasteful use and water
loss from leaks). Each of these is becoming essential to meet
demands in an increasing number of circumstances .
Water quantity
It has been estimates that the use of at least 20 liters of drinkingwater per capita per day represents the minimum quantity
required for drinking, food preparation and basic personal
hygiene; a quantity higher than 50 liters per capita per day should
ensure basic laundry and bathing in addition to the latter uses;
quantities beyond 100 litres per capita per day would represent
an optimal access and should ensure all the previous uses plus a

considerable level of comfort and well-being (Howard & Bartram


2003).
With no access to a water source within less than a 30 minute
walk to fetch water and come back, consumption is likely to be
less than the basic requirement, and hygiene will probably be
inadequate. It is important to note, however, that even when
optimal supply is achieved, if the supply is intermittent, additional
risks to health occur because of the compromised condition of the
drinking-water supply, as well as interference with the function of
waterborne sanitation systems.

Water quality and safety


At least 1.8 million people die every year from diarrheal diseases,
including cholera; 90% are children under the age of five, mostly
in developing countries. WHO estimates that 88% of diarrheal
disease is attributed to unsafe drinking-water supply, and
inadequate sanitation and hygiene? Studies have indicated that 7
improved drinking-water supplies reduce diarrhea morbidity by
6% to 25%, and improved sanitation reduces it by 32%. Hygiene
interventions, including education and hand washing, can achieve
up to 45% reduction of diarrhea cases. In the absence of a goodquality drinking-water supply use of household water treatment,
such as chlorination with a few drops of bleach at the point of use,
can reduce diarrhea episodes by 39%.
Public drinking-water supplies
A drinking-water supply system consists of three major elements:
source, treatment and distribution to the users. Contamination
can occur in any of those segments and the prevention and
mitigation of contamination are essential roles of the water

supplier, as well as assuring that the water continuously delivered


to the consumers entry point is safe and aesthetically
acceptable.
Each element in the system has vulnerabilities to be managed.
The best protection is the multiple barrier approach, which relies
upon a series of barriers from the protection of the source water
to multiple treatment processes and distribution system integrity
to ensure that potentially harmful contaminants are removed with
confidence before they reach the consumers tap.
The prevention, mitigation and elimination of contamination risks
are the key responsibilities of water providers, and regulators in
their oversight role. The consuming public also has responsibilities
to protect the safety of the water within their dwellings by
ensuring the integrity of their piped systems, providing quick
repairs when needed and properly storing and using drawn water
so as to protect its quality and safety. In the event of usage of
nonpublicly distributed water, or when the public supply is
unreliable or unsafe, users can also take measures to ensure that
their water is safe to drink.

Some basic facts on Water problem

Infected water causes an estimated 80 percent of disease in


India, according to the World Health Orbanization (WHO).

About half the worlds reported cases of polio, a crippling


disease which is waterborne, occur in India.

Each year, diarrhea kills 500,000 Indian children.

Water is pure at the source which is the municipal treatment


plant. It comes to your house through pipes.

These pipes are very old and have rusted, which way be the
cause of contamination.

Sewage lines are also in contact with underground water pipes.

People also break open pipes at places to have access to water.


These open cracks allow contaminated matter to get inside the
water pipes.

With the ever growing problem of safe drinking water faced in


India, HUL has come with a social initiative of providing safe and
pure drinking water by means of pureit, a quality yet affordable
water purifier.

Companies Providing Product for Safe Drinking


Water

1. Whirlpool- Purafresh elite


2. Whirlpool Purafresh Deluxe
3. Whirlpool Purafresh Platinum
4. Eureka Forbes Aquaguard Total RO
5. Eureka Forbes- Aquaguard Ultra
6. Usha Brita Water guard SF 620T
7. Usha Brita Water guard Digital
8. Kent-Excel

9. Kent Elite 1
10.
Kent RO
11.
Zero B Zero Purling 2L
12.
Philips-WP 389
13.
Kenstar-WP-117
14.
Livpure Magna (RO+UV+UF).

AT KENT WE VALUE

Customers

We acknowledge that every individual brings different perspectives and


capabilities to the team and a strong team is built on high moral values and fair
practice. We provide equal opportunities for growth to all our employees and foster
a collaborative and mutually supportive environment.

People
We give highest value to our customers requirements and do everything possible
to provide them complete satisfaction. We are a conscious, compassionate and
high-principled provider of authentic service enhancing customer experience at
every touchpoint and fulfilling the needs comprehensively, fast and efficiently.

Honesty

Integrity is the foundation of everything we do. At KENT we conduct our business


with the highest standards of professionalism, ethics, quality and fairness and
develop relationships based on trust. Our core values and philosophy are the
foundation for every business decision we make.

TeamWork

We are team players and team builders. We openly communicate across all levels
of organization because we believe that success can be achieved through collective
efforts committed to achieving common defined goals. Our employees are
encouraged to participate in the decision making process and we believe that
teamwork leverages ones individual strengths.

KENT ADVANTAGE

Proven Track Record


KENT, a leading global manufacturer of healthcare products has an established
track record of over a decade in the water purification industry and its purifiers are
trusted by millions of satisfied customers worldwide.

Nationwide Network
KENT has its offices at over 20 locations across India with over 1200 channel
partners nationwide. Its service network is present at over 600 locations to make
sure that customers experience a continued and trouble-free after sales support for
their products.

Premium Quality

Innovation has been the lifeblood of KENT and forms not a part but its existence.
KENT is an ISO 9001:2008 company and most of its products are tested and
certified by renowned laboratories of the world such as WQA and NSF in USA. All
its products also conform to CE certification.

Wide Range of Products


With its trademarked KENT's Mineral RO TM expertise in water purification
industry as a triumphant treadstone, KENT has extended its brand portfolio to air
purifiers, vegetable and fruit purifiers and water softeners. It thrives to achieve its
larger brand goal of making the world a healthy and a happy family. With all this
and more it continues its pursuit in creating many such products.

Affordable Range
KENTs aim is to provide healthcare solutions at an affordable price to one and all
around the world. All its products are designed to suit varied needs of customers
and for different types of end usage. The entire range of products is competitively
priced to provide value for money and easy reachability.

MINERAL RO TECHNOLOGY

Pure Innovation
At KENT, we ensure that every day we come up with fresh idea to make your life a
little more pure.
Double Purification: RO+UV/UF

KENT holds the credit of introducing path-breaking purification technologies. It is


known the world over as the pioneer of RO purifiers. While benefits RO as a
process were known since 1970s.
KENT gives it the shape of a usable, world-class product, KENT RO purifiers
gives the purest water while retaining essential natural minerals. It is superior to
purifiers that are solely UV purification by adding a RO process in addition to UV
purification.

Retention of essential natural minerals in Purified water.

One Distinct
advantage which sets
KENT RO purifiers
apart from other RO
purifiers is its ability
to retain essential
minerals in purifier
water. Conventional
RO water purifiers

while removing dissolved impurities also remove natural minerals, that are
essential for a healthy life, thus rendering purified water tasteless and inadequate
for drinking.

As visionaries of the future and health living, KENT provides a bridge between
scarcity of purity and its availability. Its revolutionary technology of
RO+UV+UF+TDS controller purifies water while retaining the essential natural
minerals. This technology ensures that the water becomes not only the purest, but
is healthy too.
GRAVITY BASED UF TECHNOLOGY
Kent Gold; Gravity based water purifiers, uses a chemical free purification
technology to purify water.
Conventional gravity based water purification systems commonly available in the
market, use chemicals like chlorine and bromine for purification. On the other
hand, Kent Gold water purifiers employs a tried and tested three stage purification
technique, using a start of the art filters and membranes to ensure that the purified
water is free of all the physical, chemical and biological impurities like protozoa,
cysts and even bacteria.
The distinguishing features of Kent Gold series using UF technology are:-

Chemical free purification technique.


Purified water free of Cysts, Protozoa and Bacteria.
Does not require Electricity for purification process and no running water

required either.

Economical operational and maintenance costs.

Certified by world renowned water quality Audit Agency including NSF and
WQA USA.

Flow Diagram: Three stage water purification


Acting as a first line of defense, the sediment filters remove all the physical
impurities like sand, dust, mud, pollen and any other physical impurities.
The water is then made to pass through a bed of carbon based filters which
removes all the chemical impurities.
In third stage the water is made to pass through a UF membrane with an ultra-fine
pore size of 0.1 micron. The small pores of UF membrane in Kent Gold removes
bacteria and cyst.

Products Available In Market

Contemporary designed RO purifiers based on the proven state of


an art KENT RO technology. Appropriate for mounting on kitchen
wall at homes and offices. Purifies water from bore-well, overhead
tank and municipal corporation, making it 100% safe and healthy
for consumption.

KENT GRAND+

KENT PEARL

KENT SUPREME

KENT PRIME

KENT SUPER+

Introduction To Bansal Appliances

Kent Ro System (Bansal Appliance Pvt. Ltd.)


Kent RO system is a unit of Bansal Appliance Private Limited, founded in the
year 2012. This is also a part of Bansal Group which is an authorized dealer for
New Water Purifiers Sale, Pre owned water purifier sales & service provider for
Kent RO System in Gwalior. Kent RO System committed to offer optimum
customer satisfaction by providing quality of products and unmatched service
experience. Kent RO System thanks to its innovative team of professionals & their
customers.
OUR VISION

To be a socially responsible brand making a difference in peoples lives by


affecting all- pervasive areas of their existence- water, food and air. Our
fundamental vision is defined by producing innovative healthcare products
that purify the water we drink, the food we eat and the air we breathe, and
thus help people live healthier.

OUR MISSION

To be a masterclass in inventive brilliance. We strive to bring to fruition for


our customers, the freedom from water-related problems and peace of
mind for good health through our wide range of healthcare products that
deliver impeccable standards of quality and service.

NO WATER WASTAGE TECHNOLOGY


The RO purification process is essential to remove dissolved impurities like
arsenic, fluorides, heavy metals, etc. as they are harmful for health.
Conventional RO purification technology, while purifying, rejects a very high
percentage of water (around 80%) and only 20% purified water is
recovered. Balance water is wasted and goes down the drain. KENT has
developed an innovative and patented technology which offers no water
wastage in RO purifiers. The heart of this technology is a computer
controlled process wherein the membrane is washed automatically and
more than 50% of water intake is recovered as purified water. The balance
rejected water is stored in a separate Reject Water Tank. The rejected
water from the purification process is suitable for multiple household
purposes like watering of plants, mopping etc. The net result is no water
wastage.

Strategy:
A long-term strategy is being the leading benchmark company in
the Indian auto motive market by constant investments in our
people and facilities.

Quality Policy:
Bansal Appliance are fully committed towards total customer
satisfaction. We believe in continual professional improvement.
Hence we keep updating our systems and facilities to offer the
very best for:
Total Commitment to customer satisfaction.
Focus on employees involvement and improve retention.
Work professionally and honestly.
Bansal Appliance Sales:
Highly qualified Sales Team is ready to advise customers on any
specific want and need that would require and will assist in
making the right choices.

OBJECTIVES

The main objective of the paper is to get the full knowledge of the products for
the safe drinking water.
To find out the marketing strategy of industry for safe drinking water.
The service quality prevailing in water industry.
To find out the service quality of industry in various areas and find out the
deficiency.
To study the factors determining the choice of branding strategy in market.
To find out consumer behavior in drinking safe water Which type of water
they are drinking
How much they spend monthly on drinking safe water.

RESEARCH METHODOLOGY

Data Collection:
The data collected for the purpose of research can be classified into primary and
secondary data.
Primary Data:
Primary data is the first hand information. Primary data can be collected through
questionnaire, survey method.
Secondary Data:
Secondary data are the data collected through journals.
Following steps were taken in to consideration, to identify the research problem1. Informal investigation
Visit to the shop owners, talked to the distributors and to the consumers in the
locality and surrounding areas.

2. External and Internal Analysis

Understanding customer problem.

Understanding the market structure.


Tastes & preferences of customer.
Needs & income of customer.

Major Competitors
a) Kent
b) Eureka Forbs
c) Philips
d) Usha
e) Tata
f) Whirlpool.
A Compressive study of Secondary and Primary data was collected through
specific questionnaires for people and shop-owners & distributors.
Sampling Technique
For the survey we used Cluster Sampling technique. I selected a sample of 100
people around the area and interviewed them according to the questionnaire. In the
survey I tried to find out their preferences & tastes, their purchasing habit, are they
brand loyal or they consider their friends advice or some reference group during
purchasing. I also tried to find out that are they satisfied with the quality or present
stature of product, did they want any change in the existing product. I also asked
some of the shop owner and distributors and try to find out what the company is
doing to sustain their customer 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. To find out about the needs and preferences of the customers and
what they want from in the product and also the level of knowledge about different
products in the market.
For secondary data we use net, magazines.

SWOT Analysis
Strengths
1. Loyalty from customers is also the major strength for the industry
2. Employees are also loyal due to the decentralized culture of industry
3. People trust on products due to the proper health and safety measures.
4. The strength of water industry is its imported raw material & Filtration
Equipment, which strengthens its image.
5. Being have a multinational companies it has the capability to attract more
customer
6. Industry has the ability to compete in a dynamic environment
7. This industry always adapts the new technology.
Weaknesses
The weaknesses are as follows:
1. There is not much margins for retailers to prefer its sales

2. They need to provide the Accessories like water dispensers


3. The distribution cost is high as compared to the competition in the local market
4. Companies mostly advertises its products through print media, advertisement of
mineral water is not so better on electronic media like TV ads.
Opportunities
Companies have an opportunity to expand or capture the market by adding its
product line.
Companies have the opportunity to offer bottled water at shops and malls.
Companies can also capture the market of domestic customers more aggressive
strategies and offers.
a) Companies can open separate stores to eliminate retailers.
b) Companies is trying to open stores in universities.
c) Companies can provide incentives to retailers to increase sales volume.
d) Companies can enter in ice Food/beverages products.
THREATS
1. Existing companies are increasing their product lines that can prove to be a
threat in the coming years.
2. Company like Nestl is giving more discounts to retailers as compared to
distributors due to which retailers prefer its products for sale.
3. As compared to the local competitors, the distributor cost is very high. As Aqua
Safe Mineral Water has to maintain and obey the Aqua Safe standards.

4. Some companies are competing on the basis of cost.

SUGGESTIONS & RECOMMENDATIONS


In accordance to my observation and analysis I would like to give some
suggestions: Some incentives should be given regarding price to high potential customers.
Free samples and gifts should be complementary provided to every potential
customer visited.
There should be a brand equity/promotion campaign for different target
segments.
Customer service should be given an utmost priority.
For Internees there should be courtesy visits to the existing and potential
customers.
There should be facility to taste water quality by Customers before purchasing.
Company should conduct survey from time to time to according to which
changes can be introduced in the organization to stay updated in the market.
changes can be introduced in the organization to stay updated in the market.

CONCLUSION

During this research I have learned a lot and my vision and practical exposure has
broadened very much. The water filter sector is contributing a lot in the industry
and changed the business scenario to a large extant. Further, I also concluded that
100 percent concentration, full care, analytical, descriptive and communication
skills are the key prerequisites for working in an industry. During this research I
availed the opportunity to flourish my communication skills, polish my capabilities
and abilities, upgrade my knowledge about mineral water sector and broaden my
vision and exposure towards practical life. International Bulletin of Drug
Research., 4(6): 116-130, 2014 130 By concluding all this I would like to say
keeping in view findings and analysis is in competitive, sound and stable positions
but there is still a lot more potential in the market which catered and captured to
expand the market share where there is no presence of it and should widen its area
of service and incentives in price, security deposit etc. can make more businesses
in the customers list. The practice of treatment for household water and safe
storage can lead to enormous disaster risk reduction in health problems and
improvement of livelihoods in any community. The hygiene and sanitation
practices of the peri-urban households can greatly affect the quality of drinking
water and are a result of culture, knowledge and attitude of the people. Based on
the findings my analysis is as under:
1. Customers are Price conscious they tend to use less priced mineral water with
less on no security deposit.
2. They dont give preference to the highly quality product that much.
3. They use their customer personal recommended brand and they go for
experiments.
4. Delivery service is their main concern.

5. They also give priority to those brands which provides accessories with their
core product as well.
6. Customer service is also a major concern of these customers like help solving
service queries and problems.

QUESTIONARIES

Why the Quality of drinkng water is deteriorating?

Our water sources are increasingly getting polluted. As a result the water we get is
full of impurities and not fit for drinking.

River water, which is our primary source of water, gets contaminated due to
various reasons such as direct disposal of sewage by municipalities, excessive
discharge of industrial pollutants, use for daily chores like washing, bathing,
livestock bathing, garbage disposal, etc.

Water sourced from groundwater too has deteriorated due to the excessive
use of pesticides & insecticides in agriculture, which seep into the groundwater
as well as get washed away into the rivers. Decreasing levels of groundwater
also attracts natural contaminants present in the earth such as Arsenic, Fluoride,
Lead, Heavy Metals, which make the water hard.

Our municipalities are not well equipped to completely purify the water we
drink. They are unable to remove harmful dissolved impurities as they use
outdated methods of purification such as chlorination and filtration. The pipes in
which the water is supplied are rusty which makes the municipal water polluted
and the overhead tanks in which water is stored are breeding grounds for
bacteria and viruses as they are seldom cleaned.

What types of harmful impurities are found in drinking water?

Impurities found in drinking water can be broadly classified into:


a) Suspended impurities such as mud, dust, sand, bacteria, viruses, cysts, etc
b) Dissolved impurities that become soluble in water such as

Pesticides (commonly found in bore well water)

Arsenic & Fluoride (found in ground well water)

Heavy Metals salts like mercury, lead, copper, cadmium (from industrial
wastes).

Why it is essential to remove dissolved impurities from drinking


water?

Dissolved Impurities such as Pesticides, Rust, Heavy Metals, Arsenic, Fluoride etc.
are harmful to our health. They may cause serious diseases such as cholera,
hepatitis A & B, jaundice, typhoid and even cancer. They also spoil the taste of
water. When these dissolved impurities are removed, the water becomes healthy as
well as tasty.

Why Boiling alone does not make water fully safe for drinking?

Boiling kills bacteria and viruses but does not remove harmful dissolved impurities
such as Pesticides, Rust, Heavy Metals, Arsenic, Fluoride etc. Just as we cannot
remove dissolved salts from water by boiling, similarly we cannot remove
dissolved impurities from water by boiling.
Presence of such impurities in water may cause serious diseases such as cholera,
hepatitis A & B, jaundice, typhoid and even cancer.

What types of technologies are available for purifying water?

The most commonly used methods of purification are Chlorination, Boiling, Ultra
filtration (UF), Ultra Violet (UV) Disinfection and Reverse Osmosis (RO)
Purification.

What is KENT's no water wastage technology?

In normal RO purification process to get 1 litre of purified water, 4 litres of water


is wasted. KENTs no Water Wastage technology enhances the performance of RO
water purifiers and reduces the rejection to just 1 litre of water for every 1 litre of
purified water.
Further, a separate tank is provided for the rejected water, which can later be
utilized for household purposes.

Why is it important to choose a water purifier brand that has a


good after-sales service backup?

Continuous availability of pure water to ones family is essential.


Keeping this in mind, it is important to have a good after-sales

service back-up, so that in case any problem arises, it can be


addressed in the least possible time.

What are the advantages of having a Computer Controlled process in


domestic RO water purifiers?

Computer Controlled process has the following advantages:

It controls important functions and ensures only 100% Safe water is


available all the time.

Computer controlled Filter Change Alarm, forewarns the user when the filter
needs to be replaced.

Makes the purifier fully automatic and saves one from the headache of
manually switching the purifier on and off.

BIBLOGRAPHY

1. Ashbolt, N., 2004, Microbial contamination of drinking water and disease


outcomes in developing regions, Toxicology 198, 229238.
2. Centre for Disease Control Prevention (CDC), 2008a, Flood: Sanitation and
Hygiene.
3. Kotler Philip ,Prentice Hall,New Delhi,13thEdition, -Marketing management.
4. Malhotra Naresh K.,Prentice Hall, New Delhi,5th Edition. -Marketing
Management
5. Ramaswami
Management,

V.S.

Macmillan,New

Websites :www.google.com
www.wikipedia.com
www.salesforceautomation.com
www.kent.co.in

Staff Of The Bansal Appliances.

Delhi,3rd

Edition,

Marketing

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