Professional Documents
Culture Documents
ON
(CONSUMER BEHAVIOUR ON SAFE DRINKING WATER)
A SURVEY OF CUSTOMER BEHAVIOUR OF GWALIOR
Undertaken
at
BANSAL KITCHEN APPLIANCE
Submitted to
JIWAJI UNIVERSITY GWALIOR
Submitted By:
JYOTI SHARMA
MBA (2014-16)
DECLARATION
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
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
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
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.
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.
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.
OVERVIEW
EXECUTIVE SUMMARY
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.
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.
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
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.
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.
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.
"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 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.
Type
Industry
Founded
Founder
Headquarters
Area Served
Key People
Website
Public
1991
Noida, India
Worlewide
http://www.kent.co.in/
Facility
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
These pipes are very old and have rusted, which way be the
cause of contamination.
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
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
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
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.
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
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:-
required either.
Certified by world renowned water quality Audit Agency including NSF and
WQA USA.
KENT GRAND+
KENT PEARL
KENT SUPREME
KENT PRIME
KENT SUPER+
OUR MISSION
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.
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
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
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.
Heavy Metals salts like mercury, lead, copper, cadmium (from industrial
wastes).
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.
The most commonly used methods of purification are Chlorination, Boiling, Ultra
filtration (UF), Ultra Violet (UV) Disinfection and Reverse Osmosis (RO)
Purification.
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
V.S.
Macmillan,New
Websites :www.google.com
www.wikipedia.com
www.salesforceautomation.com
www.kent.co.in
Delhi,3rd
Edition,
Marketing