A STUDY OF CUSTOMER ATTITUDE TOWARDS RO WATER PURIFER
WITH REFERENCE IN CHENNAI
Submitted in partial fulfillment of the requirements for the award of
Bachelor of Business Administration
By
VIVITHA.M
Register No: 38280100
DEPARTMENT OF BUSINESS ADMINISTRATION
SCHOOL OF MANAGEMENT STUDIES
SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI - 600 119
MARCH 2021
SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with “A” grade by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai – 600 119
SCHOOL OF BUSINESS ADMINISTRATION
BONAFIDE CERTIFICATE
This is to certify that this Project Report is the bonafide work of VIVITHA.M (38280100)
who carried out the project entitled “A STUDT OF CUSTOMER ATTITUDE TOWARDS
RO WATER PURIFICATION WITH REFERENCE IN CHENNAI” under my supervision
from January 2021 to March 2021.
Dr. ILANKADHIR
(Internal Guide)
Dr. Bhuvaneswari. G.,
Dean – School of Management Studies
Submitted for Viva voce Examination held on__________________
Internal Examiner External Examiner
ACKNOWLEDGEMENT
I am pleased to acknowledge my sincere thanks to Board of Management of
SATHYABAMA
for their kind encouragement in doing this project and for
completing it successfully. I am grateful to them.
I convey my thanks to
Dr. G. BHUVANESWARI
M.B.A., Ph.D., Dean – School of
Management Studies and
Dr. A. PALANI
M.Com., M.Phil., M.B.A., Ph.D., Head of
the Department studies for providing me necessary support and details at the right
time during the progressive reviews.
I would like to express my sincere and deep sense of gratitude to my Project Guide
DR. M. ILANKADHIR
for her guidance, suggestions and constant encouragement
paved way for the successful completion of my project work.
I wish to express my thanks to all Teaching Non-teaching staff members of the
Department of Business Administration who were helpful in many ways for the
completion of the project
.
VIVITHA.M
38280100
DECLARATION
I VIVITHA.M (38280100) hereby declare that the Project Report entitled “A
STUDY OF CUSTOMER ATTITUDE TOWARDS RO WATER PURIFICATION WITH
REFERENCE IN CHENNAI” done by me under
the guidance of
Dr. ILANKADHIR. M
at
SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY, CHENNAI is submitted in partial
fulfillment of the requirements for the award of Bachelors of Business Administration
degree
DATE: 17.03.2021 VIVITHA.M
PLACE: CHENNAI
TABLE OF CONTENTS
CHAPTER NO.
TITLE
PAGE NO.
ABSTRACT
I
LIST OF TABLES
Ii
LIST OF CHARTS
Iii
INTRODUCTION
1
1
1.1 Introduction About The Study
3
1.2 Industry Profile
5
2
REVIEW OF LITERATURE
7
2.1 Review Of Literature
9
3
RESEARCH METHODOLOGY
11
3.1 Need For Study
13
3.2 Objective of Study
15
3.3 Research design
17
3.4 Structure of questionnaire
19
3.5 Sampling technique
21
3.6 Period of study
23
3.8 Sampling size
25
3.9 Sampling area
27
4
DATA ANALYSIS AND INTERPRETATION
29
4.1 Percentage Analysis
29
5
5.1 Findings
30
5.2 Suggestions And Recommendations
31
5.3 Conclusions
32
APPENDIX – 1 (Questionnaire)
BIBLIOGRAPHY
9
ABSTRACT
Water purification is the process of removing undesirable chemicals, biological
contaminants, suspended solids and gases from contaminated water. In India both rural
and urban areas are suffering from scarcity of clean water for domestic purpose. To
fulfill a very high demand for water purifiers of health conscious customers, several
companies like KENT, HUL, Tata, Eureka, Forbes, LG, Bajaj etc. have entered into a
segment and have launched various brands of water purifiers. Existing demand has
also attracted to local players who have entered in the market and assembling water
purifier in minimum cost which are named differently such as: Aqua fresh, Aqua plus,
Aqua grand, Aqua care, Aqua pearl, Aqua pure, Liv pro, etc. They vary in size
purification technology, price, color, pattern, usage, etc. The proposed USP a local
company’s is after sales service, which is easy to avail because of their locality this
study is conducted in Chennai city in Tamilnadu. The study mainly aims to analyze the
customer’s attitude and impact of brand performance on local water purifier and brand
purifier available in market. The study also focuses on the perception of consumer
awareness towards water purifier. This research is based on both primary data and
secondary data about RO water purifier.
LIST OF TABLES
S.NO
PARTICULARS
PG.NO
4.1.1
AGE OF RESPONDENTS
5
4.1.2
QUALIFICATIONS RESPONDENTS
6
4.1.3
OCCUPATION RESPONDENTS
7
4.1.4
INCOME RESPONDENTS
8
4.1.5
KIND OF PURIFIER USING RESPONDENTS
9
4.1.6
IDEA TO USE PURIFIER IN FUTURE RESPONENTS
10
4.1.7
WHAT TYPE OF PURIFIER RESPONDENTS
11
4.1.8
EXISITING DRINKING WATER AT PRESENT RESPONDENTS
12
4.1.9
WHICH METHODS THAT MOSTLY USED RESPONDENTS
13
4.1.10
HOW LONG THEY USING PURIFIER RESPONDENTS
14
4.1.11
WHO SUGGESTED TO USE PURIFER RESPONDENTS
15
4.1.12
AWARE OF TECHNOLOGY USED IN PURIFIER
RESPONDENTS
16
4.1.13
TECHNOLOGY LIKE RO AND UV ARE BENEFICIAL IN
CLEANING GEMS RESPONDENTS
17
4.1.14
CAPACITY OF THE WATER PURIFFER RESPONDENTS
18
4.1.15
ISSUES IN WATER PURIFIER RESPONDENTS
19
4.1.16
IN WHICH SCENARIO WOULD YOU USE WATER PURIFIER
RESPONDENTS
20
4.1.17
SATISFATION LEVEL TOWARS PRICE RESPONDENTS
21
4.1.18
SATISFACTION LEVEL TOWARDS HEALTH SAFETY
RESPONDENTS
22
4.1.19
SATISFACTION LEVEL TOWARDS STATUS RESPONDENTS
23
4.1.20
SATISFACTION LEVEL TOWARDS QUALITY RESPONDENTS
24
4.1.21
SATISFACTION LEVEL TOWARDS BRAND RESPONDENTS
25
4.1.22
SATISFACTION LEVEL TOWARDS TASTE OF WATER
RESPONDENTS
26
LIST OF CHARTS
S.NO
PARTICULARS
PG.NO
4.1.1
AGE OF RESPONDENTS
5
4.1.2
QUALIFICATIONS RESPONDENTS
6
4.1.3
OCCUPATION RESPONDENTS
7
4.1.4
INCOME RESPONDENTS
8
4.1.5
KIND OF PURIFIER USING REPONDENTS
9
4.1.6
IDEA TO USE PURIFIER IN FUTURE RESPONENTS
10
4.1.7
WHAT TYPE OF PURIFIER RESPONDENTS
11
4.1.8
EXISITING DRINKING WATER AT PRESENT RESPONDENTS
12
4.1.9
WHICH METHODS THAT MOSTLY USED RESPONDENTS
13
4.1.10
HOW LONG THEY USING PURIFIER RESPONDENTS
14
4.1.11
WHO SUGGESTED TO USE PURIFER RESPONDENTS
15
4.1.12
AWARE OF TECHNOLOGY USED IN PURIFIER
RESPONDENTS
16
4.1.13
TECHNOLOGY LIKE RO AND UV ARE BENEFICIAL IN
CLEANING GEMS RESPONDENTS
17
4.1.14
CAPACITY OF THE WATER PURIFFER RESPONDENTS
18
4.1.15
ISSUES IN WATER PURIFIER RESPONDENTS
19
4.1.16
IN WHICH SCENARIO WOULD YOU USE WATER PURIFIER
RESPONDENTS
20
4.1.17
SATISFATION LEVEL TOWARS PRICE RESPONDENTS
21
4.1.18
SATISFACTION LEVEL TOWARDS HEALTH SAFETY
RESPONDENTS
22
4.1.19
SATISFACTION LEVEL TOWARDS STATUS RESPONDENTS
23
4.1.20
SATISFACTION LEVEL TOWARDS QUALITY RESPONDENTS
24
4.1.21
SATISFACTION LEVEL TOWARDS BRAND RESPONDENTS
25
4.1.22
SATISFACTION LEVEL TOWARDS TASTE OF WATER
RESPONDENTS
26
1
CHAPTER -1
INTRODUCTION
1.1 Introduction
Access clean water is a vital issue in the world today, spanning across multiple
dimensions, including environmental policy, industry, technology, and of course,
poverty. More than 1/3 of the world’s renewable fresh water is used for agricultural,
industrial or domestic purposes. The majority of these uses release compounds back
into the water that make it unsafe; we have became addicted to the method that poisons
surrounding bodies of water.
Several million tons of Pesticides, fertilizers and synthetic compounds from industrial
and consumer products find the way into natural water every year. It is now widely
accepted that for many people, access to clean and safe water in sufficient quantities is
the most serious challenge of survival in the twenty first century. Even in small amount,
these compounds can have detrimental effects on sanitation, with proven long term
consequences for aquatic stability and human health. Now let’s consider the fact that
1/3 of the world’s population lives without access to clean water; clearly, we have a
problem.
Technology must be paired with the concern for the environment and public health in
order to deal with the need for a fast, inexpensive, and energy conserving method of
water purification. Purified water provides cleaner water for household needs. Cooking
with and drinking purified water helps to ensure a family’s peace of mind knowing there
is no foreign matter in their water. Many people prefer the flavor of pure water. Around
80% of diseases in India are caused due to water borne microorganisms. This is true in
urban as well as in rural India. However, awareness of health risks linked to unsafe
water is still very low among the rural population. In comparison the urban sector is
definitely more health conscious and understands the necessity of purifying water
before it is fit for consumption. This is one of the reasons purifiers are most widely used
in India.
2
The purification process o f water may reduce the concentration of particulate matter
including suspended particles, parasites, bacteria, algae, viruses, fungi; and a range of
dissolved and particulate material derived from the surfaces that water may have made
contact with after falling as rain. It is forecasted that the water purifier market in India will
witness compounded annual growth rate of 30% till 2019. There are three types of
water purifiers marketed in India - the ultra-violet, reverse osmosis (RO) and resin-
based one. RO-based purifiers are the most expensive, while UV-based purifiers are
quite less expensive. Non Electric water purifiers are more affordable. Water purifier
usage is rapidly increasing in big cities, towns, educational institutions, hospitals, heavy
industries etc. So to conduct a research on the usage and effect of branded water
purifiers on local manufacturer is inevitable.
The concept involves various categories including company image, price, service,
installation, size etc. Brand preference, which refers to a buyer’s first choice of a
particular product or company, allows the buyer to get the most from what he buys.
Consumers know more about their choices when they have product information and
benefit from knowing their rights. In the normative model of decision making, the
customer collects information about local alternatives, evaluates them based on their
features and makes a decision that will maximize the value of that decision. The local
manufacturers who assemble RO system to compete well known brands are used to
follow the seven stage purification process.
It includes pre sediment filter, sediment filter, pre carbon filter, reverse osmosis
membrane, UV chamber, post carbon silver purification, ultra filtration. Storage capacity
of the purifier is another major characteristic of both branded and non branded product.
The success of this product depends upon the preference and satisfaction of the
consumers. The preference of this product, in turns depends upon many factors such as
quality, price offer, brand, service etc. This study helps in obtaining the right and
adequate information about the brand preference of the prospective customers who are
planning to purchase water purifier due to consciousness as increasing trend today.
3
1.2 INDUSTRY PROFILE
Reverse osmosis (RO) has been known for more than a century, but it did not become a
commercial process until the early sixties when a special membrane was developed (1,
2, 3, 4). Because RO operates at a comparatively low temperature and is relatively
energy efficient, it is employed in various applications, e.g., desalination, treatment of
waste water, reclamation of minerals, concentration of whey and other food products,
and purification of water (5, 6). In years it is the most cost effective methods of treating
boiler feed water, cooling tower makeup water and industrial process water. Reverse
osmosis may also be used to produce demineralized water, negating the need to handle
and dispose of hazardous chemicals. The application of recent years, RO has been
used increasingly in making processed water for dialysis in hospitals and for certain
cosmetics and drugs by pharmaceutical manufacturers (7, 8). In addition to these
applications, RO is capable of producing water of sufficient purity to be used as Water
For Injection (WFI) and for the preparation of parenteral solutions (9, 10, 11, 12). This
ITG will focus on the chemical and microbiological quality of water produced by reverse
osmosis. In recent reverse osmosis is the food Industry.
4
CHAPTER-2
REVIEW OF LITERATURE
Dr.V.Maheswari [April 2019]: Clean water is the matter of universal importance .like
all; water is not a choice we need it to survive. So it deeply distributing to learn that
drinking is the main health hazard in India. In India NEARLY 80% people die due to
water related diseases. Both urban and rural areas in India are suffering from scaring of
clean water for domestic use. Water purifier is necessary now a day especially if
underground water is used for drinking. The study focus on the perception of
respondent factor that influence them to buy water purifier for their own health. The
present study aims at analyzing that the respondent face the problems while using the
water purifier.
A.Gunasundari [2018]: Water purification is the process of removing undesirable
chemical, biological contaminants suspended solid and gases from contaminated water.
The study mainly aims to analyze the impact of brand performance on local water
purifier and brand purifier available in market. The study also focuses on the perception
of consumer awareness towards water purifier. This research is based on both primary
data and secondary data.
C.Prabha [June 2016]: India has rich and varied culture. It will be interesting to
understand the nature and characteristics of Indian consumers. Whose buying decision
will be based on the influence of the values, belief, customs and practices and behavior
of the particular of which they are apart. Right from the time there has been exchange of
goods and services between the buyers and sellers, the ultimate success of all the
economic activities has primarily depend on the producer manufacturing and selling
goods and services decide by the target consumer. This only goes to show the
marketers have to revolve every marketing activity around the ultimate consumers.
Since the focus of attention is on the consumer, the marketer is always probing and
trying to learn.
Thilagavathi.P and Ramya.S [March 2015]:This study is about to know the factors
influencing the choice of buyers while making the purchase of water purifier and to
5
measure the level of satisfaction of the customer determine the factors influencing
satisfaction and to know what are all the problems that are faced by customer while
using the water purifier.
Asian J. Exp. Biol. Sci. Volume 1 [2010]:Examines that non electrical water
purification system (WPS), comprised of a non woven sediment filter followed by
activated carbon and disinfectant, was evaluated for chemical as well as microbial
disinfection efficacy following the generalguidelines of the United States Environmental
Protection Agency Guide Standard and Protocol for Testing Microbiological Water
Purifiers.
Emmanuel K. Boon and Luc Hens Tribes and Tribals, Special Volume No. 1
[2007]:Explored the link between water supply problems and traditional water
purification knowledge and how this information could be applied to improve water
supply situation and enhance sustainable development in rural communities.
Alvaro E. Gil, Kevin M. Passino [2004]: Control for drinking water purification
expressed the disinfection of raw water plays an important role in environmental
engineering. In this document we overview several feedback controllers proposed by
different authors to purify the water contained in water distribution systems.
Dana M. Johnson [2007]: Feasibility of water purification technology in rural areas of
developing countries, Journal of environment management, in this research study on
“Feasibility of Water Purification Technology in Rural Areas of Developing Countries”
revealed that water scarcity is threatening social and economic growth in rural areas of
developing countries.
Elisa Giacosa and Guido Giovando [2012]: Bottled Water Consumption: The Case of
Italy, World Journal of Social Sciences, A study entitled “Bottled Water Consumption:
The Case of Italy”. The aim of this research is to analyze the beverage sector, with
particular reference to the bottled water sector.
Hrudey, S. Hrudey, E. and Pollard, S., [2006]: Risk Management for Assuring Safe
Drinking Water, the study explains that safety does not mean. The absence of any risk
6
since to demand an absolute standard would mean that no Water would ever meet this
standard and thus no water could ever be considered safe. While it is clear from the
literature that consumers want water supplies that are 100% Safe, what is less clear is
what proportion of the population expect some uncertainty and thus accept less than
100% safety. It is not clear what levels of risk are Acceptable To different types of
consumers.
Jeya [2007]: In her dissertation, “A Study on consumer attitude towards branded
mineral water at Kovilpatti town”, concludes that water is a main part of human being’s
daily life. The consumers have their choices towards the mineral water brand names.
Mineral water plays an important role in designing the attitude of the consumers.
Different attributes of the mineral water influence the purchase decision of consumers.
Buyer behavior is the psychological, social and physiological behavior of potential
consumer as they are able to evaluate, purchase consume and tell other people about
the products and services. It is that act of considering different facts of benefits
expected from the product before affecting the purchase of the product .
M. Nandhini [2012]: Brand Preference towards Water Filters – An Analysis, discussed
about the Importance of using a Water Filter in recent years, home water filters have
gained widespread popularity. As the logical, most convenient and most economical
solution for high quality water, water filters offer many benefits over tap water and
bottled water. Home water filtration offers a higher quality water product than bottled
water and the convenience of tap water. Point of use water filters remove lead from
drinking water immediately prior to consumption, thus preventing this harmful substance
from entering the body. The purchase of a countertop filter results in a source of clean,
healthy water that costs much less than bottled water.
Nirmala Das [2013]: A Study on Factors Affecting Consumer Purchase Decision of
Water Purifier, Indian Journal of Marketing, A study on the topic “A Study on Factors
Affecting Consumer Purchase Decision of Water Purifier”, concludes that behavior of
consumers is affected by various factors like price of product, technology, health and
safety, brand name, marketing activities as well as their own characteristics.
7
Prakashetal [2007]: Design & Development of Ultra Low Cost Water Purifier for Indian
Rural Market, the study has explained about the importance of water purifiers. Water is
the vital source of existence of life on earth. Drinking pure water has changed from
luxury to necessity for the past few years. In general the people living in urban areas
have access to good drinking water by having water purifier and at times can afford for
packaged drinking water. However, if we look at scenario in rural India, most of the
people do not have a source of clean drinking water and because of illiteracy, they are
not aware of the hazards caused by drinking unclean water.
Poulos Cetal, [2012]: Consumer preferences for household water treatment products
in Andhra Pradesh, India, he has discussed that over 5 billion people worldwide are
exposed to unsafe water. Given the obstacles to ensuring sustainable improvements in
water supply infrastructure and the unhygienic handling of water after collection,
household water treatment and storage (HWTS) products have been viewed as
important mechanisms for increasing access to safe water. This paper reports the
results of the first state-of-the-art conjoint analysis study of HWTS products. In 2008,
they conducted a conjoint analysis survey of a representative sample of households in
Andhra Pradesh (AP), India to elicit and quantify household preferences for Commercial
HWTS products.
Rajeswari V. and Ayisha Millath M. [2003]: Brand Preference towards Water Purifier -
A Study published in the Indian Journal of Marketing, An Article on “Brand Preference
towards Water Purifier” indicated that consumer preferences are based on their
personal background, experience, quality, reliability and service available for a specific
purifier.
8
CHAPTER-3
RESEARCH METHODOLOGY
3.1 NEED FOR STUDY
Research methodology is mainly needed for the purpose of framing the research
process and the designs and tools that are to be used for the project purpose. Research
methodology helps to find the customer experience, attitude, perception and satisfaction
base for the product. This time research methodology is framed for the purpose of
finding that the customers are have adequate knowledge about water purification.
3.2 OBJECTIVES OF THE STUDY
This project is mainly to identify and evaluate the customer’s response towards the
water purification system.
3.2.1 PRIMARY OBJECTIVE
A study of customer attitude towards RO water purifier.
3.2.2 SECONDARY OBJECTIVE
1. To know the factors influencing the choice of buyers while making the purchase of
water purifier.
2. To measure the satisfaction level of the consumers and determine the factors
influencing satisfaction.
3. To know the problems faced by the consumers of water purifier.
3.3 RESEARCH DESIGN
3.3.1 Descriptive research design
Descriptive research is a study designed to depict the participants in an accurate way.
More simply put, descriptive research is all about describing people who take part in the
study.
9
3.3.2 Sources of data
Data collection is the term used to describe a process of preparing and collecting data.
PRIMARY DATA
Questionnarie given to 150 respondents
SECONDARY DATA
Websites and online journals, published reports and review of literature from published
articles.
3.4 Structure of questionnaire
Questionnaire was divided into two categories. First part was designed to know the
general information about the customers and the second part contained the
respondent’s options about customer experience.
3.5 Sampling technique
3.5.1 Type of sampling method
A convenience sample data collection method is used for the study. A convenience
sample is the one of the main type of non probability sampling method. A convenience
sample is made up of people who are easy to reach.
3.6 Period of study
The duration of study is from January 2021 to March 2021 which is a three months of
study.
3.7 Sampling area
This study is mainly done with the preference of customers in Chennai.
3.8 Sampling size
A survey is collected as a questionnaire as a size of containing 150 samples through
Google form
10
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
TABLE 4.1.1: AGE OF RESPONDENTS
S.NO
PARTICULARS
NO.OF RESPONSE
PERCENTAGE
1
20-30 YEARS
106
70.66
2
30-40 YEARS
28
18.67
3
40-50 YEARS
13
8.67
4
50 AND ABOVE
3
2.0
TOTAL
150
100.0
CHART 4.1.1
INTERPRETATION
From the above table it is interpreted that the number of responsible between 20 to 30
age of respondents are 70.66%, between 30 to 40 age of respondents are 18.67%,
between 40 to 50 age of respondents are 8.67%,50 and above age of respondents are
2.0%.
INFERENCE
Majority (70.66%) of the respondents are age between 20 to 30 years.
11
Table 4.1.2: QUALIFICATION RESPONDENTS
S.NO
QUALIFICATION
NO OF RESPONDENTS
PERCENTAGE
1
SSLC
38
25.3
2
UNDER GRADUATE
69
46.0
3
POST GRADUATE
21
14.0
4
PH.D
10
6.7
5
OTHERS
12
8.0
TOTAL
150
100.0
CHART 4.1.2
INTERPRETATION
From the above table it is interpreted that the number of respondents SSLC is 25.3%,
Under graduate is 46.0%,Post graduate 14.0%, PH.D is 6.7%, Others 8.0%.
INFERENCE
Majority (46.0%) of the respondents are graduated.
12
TABLE 4.1.3 OCCUPATION OF THE RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
STUDENT
27
18.0
2
PRIVATE CONCERN
54
36.0
3
OWN BUSINESS
42
28.0
4
GOVERNTMENT EMPLOYEE
27
18.0
TOTAL
150
100.0
CHART 4.1.3
INTERPRETATION
From the above table it is interpreted that the number of respondents were 17.3% are
students, 37.3% are private concern, 27.3% are own business, 18.0% are government
employee.
INFERENCE
Majority (37.3%) of the respondents are in private concern.
13
TABLE 4.1.4 INCOME RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
1001-5000
12
8.0
2
5001-10000
20
13.3
3
10001-20000
61
40.7
4
20001-30000
21
14.0
5
30001AND ABOVE
10
6.7
6
LESS THAN 1000
26
17.3
TOTAL
150
100.0
CHART 4.1.4
INTERPRETATION
From of the above table it is interpreted that the number of respondents were 8.0%
earned by 12people, 13.3% earned by 20 members, 40.2% is earned by 61 people,
14.0% is earned by 21 people, 6.7% were earned by 10 people, 17.3% were earned by
26 people.
INFERENCE
Majority (40.2%) of respondents were earned 10001-20000 salary per month.
14
TABLE 4.1.5 DO YOU UDE ANY KIND OF WATER PURIFIER RESPONDENTS
S.NO
PARTICULARS
NO OF
RESPONDENTS
PERCENTAGE
1
YES
99
66.0
2
NO
51
34.0
TOTAL
150
100.0
CHART 4.1.5
INTERPRETATION
From the above table it is interpreted that the number of respondents using water
purifier is 66.0%, the number. of. responses not using water purifier is 34.0%.
INFERENCE
Majority (66.0%) of the respondents are using water purifier.
15
TABLE 4.1.6 HAVING AN IDEA TO USE WATER PURIFIER RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
YES
58
38.8
2
NO
92
61.2
TOTAL
150
100.0
CHART 4.1.6
INTERPRETATION
From the above table it is interpreted that the number of respondents have idea to use
water purifier is 38.8%, the number of respondents are not having no idea to use water
purifier is 61.2%.
INFERENCE
Majority (61.2%) are not having an idea to use water purifier.
16
TABLE 4.1.7 TYPE OF PURIFIER USING RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
ELECTRICAL
112
74.7
2
NON ELECTRICAL
38
25.3
TOTAL
150
100
CHART 4.1.7
INTERPRETATION
From the above table 74.7% are using electrical water purifiers, 25.3%are using non
electrical water purifier.
INFERENCE
Majority (74.7%) are using electrical water purifiers.
17
TABLE 4.1.8 EXISTING DRINKING WATER SOURCE
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
MUNICIPAL WATER
52
34.7
2
BORE WELL
41
27.3
3
CANNED WATER
44
29.3
4
HAND PUMP
13
8.7
TOTAL
150
100
CHART 4.1.8
INTERPRETATION
From the above table 34.7% are using Municipal water, 27.3%are using bore well,
29.3% are using canned water, 8.7% are using hand pump.
INFERENCE
Majority (34.7%) are using municipal water.
18
Table 4.1.9 METHODS THAT MOSTLY USED
S.NO
PARTICULARS
NO OF RESPODENTS
PERCENTAGE
1
UV FILTER
27
18.1
2
CHEMICAL WATER TREATMENT
23
15.3
3
FILTERATION SYSTEM
68
45.3
4
OTHERS
32
21.3
TOTAL
150
100.0
CHART 4.1.9
INTERPRETATION
From the above table 18.1% using UV filter, 15.3% using chemical water treatment,
45.3% using filteration system, 21.3% are used some other methods.
INFERENCE
Majority 45.3% are using filteration system.
19
TABLE 4.1.10 SINCE HOW LONG YOU ARE USING WATER PURIFIER
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
LESS THAN 1 YEAR
45
30.0
2
1-2 YEARS
47
31.3
3
2.5-3 YEARS
22
14.7
4
MORE THAN 3 YEARS
36
24.0
TOTAL
150
100
CHART 4.1.10
INTERPRETATION
From the above the table 30.0% are using purifier less than one year, 31.3% are using
1-2 years, 14.7% are using 2.5-3 years, 24.0 are using more than 3years.
INFERENCE
Majority 31.3% of people using water purifier for 1-2 years.
20
TABLE 4.1.11 WHO SUGGESTED YOU TO USE WATER PURIFIER
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
FRIENDS
49
32.7
2
THROUGH ADVERTISEMENT
30
20.0
3
DOCTER
24
16.0
4
RELATIVES
40
26.7
5
SALESPERSON
7
4.6
TOTAL
150
100.0
CHART 4.1.11
INTERPRETATION
From the above table 32.7% of people use water purifier by the suggestion of
friends,20.0% of people used by the suggestion through advertisement, 16.0% of
people used by the suggestion given by Docters , 26.7% are used by the suggestion
given by relatives, 4.6% are used by the suggestion given by salesperson.
INFERENCE
Majority 32.7% of people using water purifier that suggested given by their friends.
21
TABLE 4.1.12 ARE YOU AWARE OF WATER PURIFIER
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
YES
105
70.0
2
NO
45
30.0
TOTAL
150
100
CHART 4.1.12
INTERPRETATION
From the above table 70.0% are aware of the technology used in water purifiers, 30.0%
are not aware of the technologies.
INFERENCE
Majority 70.0% are aware of the technologies used in water purifiers.
22
Table 4.1.13 DO YOU AGREE THAT THE TECHNOLOGIES LIKE RO AND UV ARE
BENEFICIAL FOR CLEANING GEMS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
STRONGLY AGREE
25
16.7
2
AGREE
52
34.4
3
NEUTRAL
50
33.3
4
DISAGREE
16
10.4
5
STRONGLY DISAGREE
7
5.2
TOTAL
150
100
CHART 4.1.13
INTERPRETATION
From the above table 16.7% of people strongly agree that RO cleans gems, 34.4% of
people agrees that RO cleans gems, 33.3% of people are neutral about the RO
cleaning the gems, 10.4% of people disagrees about the RO cleaning the gems, 5.2%
of people strongly disagree that the RO doest clean gems.
INFERENCE
Majority 34.4% of people agree that the RO and UV are beneficial in cleaning water.
23
TABLE 4.1.14 HOW MUCH CAPACITY DOES YOUR WATER PURIFIER HAVE
RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
LESS THAN 10 LITERS
38
25.5
2
10 LITERS
60
40.3
3
15 LITERS
27
18.8
3
20 LITERS
23
15.4
Total
150
100
CHART 4.1.14
INTERPRETATION
From the above table 25.5% of people using less than 10 liters, 40.3% are using 10
liters, 18.8% are using 15liters, 15.4% are using 20liters.
INFERENCE
Majority 40.3% of people are using 10 liters water purifier.
24
TABLE 4.1.15 IF YOU FOUND ANY ISSUES IN WATER PURIFIERS RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
Regularly leeks
26
17.3
2
Doesn’t provide clean water
19
12.7
3
Take too long to convert
30
20.0
4
Dependent on power source
21
14.0
5
Water is having abnormal taste or color
26
17.3
6
No issues
28
18.7
7
Others
0
0.0
TOTAL
150
100
CHART 4.1.15
INTERPRETATION
From the above table 17.3% are said purifier is regularly leeks, 12.7% said it doesn’t
provide clean water, 20.0% said it takes too long to convert, 14.0% said it dependent on
power source,17.3% said it have abnormal taste, 18.7% said that they don’t have any
issues, 0.0 are others.
INFERENCE
Majority 20.0% of people said they have an issue that the purifier takes too long to
convert into a drinking water.
25
TABLE 4.1.16 WHICH SCENARIO WOULD YOU USE WATER PURIFIER
RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
DAILY PURPOSE
21
14.0
2
SECONDARY HOME
32
21.2
3
CAMPING
49
32.7
4
EMERGENCY PREPAREDNESS
28
18.7
5
CABIN
19
12.7
6
HOME
1
0.7
TOTAL
150
100.0
CHART 4.1.16
INTERPRETATION
From the above table 14.0% are used filteration daily purpose, 21.2% are used for
secondary homes, 32.7% are used for camping, 18.7% are used for emergency
preparedness, 12.7% are used for cabin, 0.7% are used in home.
INFERENCE
Majority 32.7% of people using filteration process for camping purpose.
26
TABLE 4.1.17LEVEL OF SATISFACTION TOWARDS PRICE RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
IMPORTANT
61
40.7
2
NEUTRAL
64
42.7
3
NOT IMPORTANT
25
16.6
TOTAL
150
100.0
CHART 4.1.17
INTERPRETATION
From the above table 40.7% are said important towards price, 42.7% are neutral about
the price, 16.6% are said not important for the price.
INFERENCE
Majority 42.7% people are said neutral about the price of the product.
27
TABLE 4.1.18 LEVEL OF SATISFACTION TOWARDS HEALTH SAFETY
RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
IMPORTANT
65
43.3
2
NEUTRAL
57
38.0
3
NOT IMPORTANT
28
18.7
TOTAL
150
100.0
CHART 4.1.18
INTERPRTATION
From the above table 43.3% said important about the health safety, 38.0% are neutral
towards health safety, 18.7% are said that health safety is not important.
INFERENCE
Majority 43.3% are said health safety is important.
28
TABLE 4.1.19 LEVEL OF SATISFACTION TOWARDS STATUS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
IMPORTANT
63
42.4
2
NEUTRAL
59
39.1
3
NOT IMPORTANT
28
18.5
TOTAL
150
100.0
CHART 4.1.19
INTERPRETATION
From the above table 42.4% are said important towards the status, 39.1% are said
neutral towards the status, 18.5% are said not important towards the status.
INFERENCE
Majority 42.4% are satisfied towards the status.
29
TABLE 4.1.20 LEVEL OF SATISFACTION TOWARDS QUALITY RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
IMPORTANT
65
43.7
2
NEUTRAL
59
39.1
3
NOT IMPORTANT
26
17.2
TOTAL
150
100.0
CHART 4.1.20
INTERPRETATION
From the above table 43.7% are satisfied with the quality, 39.1% are neutral about the
quality, 17.2% are not satisfied with the quality.
INFERENCE
Majority 43.7% are satisfied with the quality of the product.
30
TABLE 4.1.21 LEVEL OF SATISFACTION TOWARDS BRAND
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
SATISFIED
48
31.8
2
NEUTRAL
81
54.3
3
NOT SATISFIED
21
13.9
TOTAL
150
100.0
CHART 4.1.21
INTERPRETATION
From the above table 31.8% are satisfied with their brands, 54.3% are neutral with their
brands, 13.9% are not satisfied with their respective brands.
INFERENCE
Majority 54.3% of people is neutral about their respective brands.
31
TABLE 4.1.22 LEVEL OF SATISFACTION TOWARDS TASTE OF WATER
RESPONDENTS
S.NO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1
GOOD
92
61.6
2
NEUTRAL
53
35.1
3
BAD
5
3.3
TOTAL
150
100
CHART 4.1.22
INTERPRETATION
From the above table 61.6% are said that the taste of water is good, 35.1% are neutral
about the taste of water, 3.3% are said bad about the taste of water.
INFERENCE
Majority 61.6% are said good about the taste of water purification.
32
CHAPTER-5
5.1 FINDINGS
Majority 70.66% of respondents are the age between 20-30 years.
Majority 46.0% of respondents are graduates.
Majority 37.3% of respondents are working under private concern.
Majority 40.2% of respondents are earned 10001-20000 per month.
Majority 66.0% of respondents says they are using a purifier at present.
Majority 61.2% of respondents says they don’t have an idea to use purifier.
Majority 74.7% of respondents says that they are using electrical purifiers.
Majority 34.7% of respondents says they are using municipal water as existing
drinking water source.
Majority 45.3% of respondents says they are using filteration method .
Majority 31.3% of respondents says they are using a purifier for 1-2 years.
Majority 32.7% of respondents says that their friends suggested them to use
purifiers.
Majority 70.0% of respondents says they are aware of the technologies used in
purifiers.
Majority 34.4% of respondents agrees that the technology like RO and UV are
beneficial in cleaning gems.
Majority 40.3% of respondents says that they are using capacity of 10liters
purifier.
Majority 20.0% of respondents says that they have an issue that it take too long
to convert into a drinking water.
Majority 32.7% of respondents says they are using purifier at the time of
camping.
Majority 42.7% of respondents says their satisfaction level towards price of the
purifier is neutral.
Majority 43.3% of respondents says that the health safety in purifier is important.
33
Majority 42.4% of respondents says that they are satisfied with the status while
using purifier.
Majority 43.7% of respondents says they are satisfied with the quality of the
purifier.
Majority 54.3% of respondents says their satisfaction level towards the respective
brand is neutral.
Majority 61.6% of respondents says that the taste of the purified water is good.
5.2 SUGGESTIONS
In the study area, respondents have pointed the protection form water borne
disease for buying the water purifier machine so, companies must have to be
improved the purification quality of their water purifier machine.
Companies should be considered manufacturing of water purifier for lower
class families that is at price which is affordable.
Companies should be reduced the electricity charges cost as it is the major
burden of the respondents.
Most of the respondents have pointed the health safety as the main reason
for buying water purifiers. So the water purifier machine should contain TDS
[Total Dissolved Solids] meter is must.
5.3 CONCLUSION
In today’s world of rapidly changing technology consumer’s perception is frequently
changing, as a result, their preference for the particular brand also getting change. The
various competitors in this market are adopting new marketing strategies to retain their
market share. Majority of the consumers have locality for their own brand and for
meeting the changing environment the firm has to be constantly innovative and
understand the consumer’s needs and wants. The implication of this study will be in two
forms. First, it will contribute to the existing literature on related field and second, it will
give a brief knowledge to the existing and potential producers in the market
34
APPENDIX (QUESTIONNARE)
1. Name:
2. Address:
3. Age:
20-30 years
30-40 years
40-50 years
50years and above
4. Qualification:
SSLC
Under graduate
Post graduate
PH.D Others
5. Occupation
Government employees
private concern
own business
6. Income per month
1000-5000
5001-10000
10001-20000
20001-30000
more than 30000
7. Do you use any kind of water purifier?
yes
no
8. If no means you have an idea to use water purifier
Yes
no
35
9. Which water purifier are you using currently [name]?
10. What type of purifier do you use?
Electrical
non electrical
11. What is your existing drinking water source?
Municipal water
bore well
canned water
hand pump
12. What method do you most commonly used?
Filteration system
chemical water treatment
UV filter
others
13. Since how long you are using water purifier?
Less than 1 year
1-2 years
2-3 years
More than 3 years
14. Who suggested you to use water purifier?
Docter
Relatives
Friends
Salesperson
Through advertisement
15. Are you aware of the technology used in your purifier?
Yes
no
16. Do you agree that the technologies like RO and UV are beneficial for cleaning
gems? more effectively?
36
Strongly agree
agree
Neutral
Disagree
Strongly disagree
17. How much capacity does your water purifier have?
Less than 10 liters
10liters
15lters
20liters
18. If you found any issues with your water purifier which of the below describes
the issues most accurately
Regularly leeks
doesn’t actually provide clean safe drinking water
take too long to convert into drinking water
dependent on power source [electricity or batteries]
after filteration water having an abnormal taste or colour
no issues
others
19. Under which of the following scenario would you use a water purifier.
emergency preparedness
camping
secondary home
cabin
other
20. Rate your level of satisfaction with respective price on the scale of 1-3 where
[1.important, 2.neutral, 3.not important].
1
2
3
37
21. Rate your level of satisfaction with respective health safety on the scale of 1-3
where [1.important, 2.neutral, 3.not important].
1
2
3
22. Rate your level of satisfaction with respective status on the scale of 1-3 where
[1.important, 2.neutral, 3.not important] .
1
2
3
23. Rate your level of satisfaction with respective quality on the scale of 1-3 where
[1.important, 2.neutral, 3.not important] .
1
2
3
24. Rate your level of satisfaction with respective brand.
satisfied
neutral
not satisfied
25. Rate your level of satisfaction with respective taste of water.
good
neutral
bad
38
References
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Study, Indian Journal of Marketing, 13, 9-15 (2003)
Dana M. Johnson, Feasibility of Water Purification Technology in Rural Areas of
Developing Countries, Journal of Environment Management, (2007)
Elisa Giacosa and Guido Giovando, Bottled Water Consumption: The Case of
Italy, World Journal of Social Sciences, 2, 200-217, (2012)
Nilma Das, A Study on Factors Affecting Consumer Purchase Decision of Water
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Vinay K.B., Design of a Water Storage and Purification System for Rural India,
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