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TO STUDY THE CONSUMER PROFILE OF PEPOLE USING
DIFFERENT TYPES OF WATER PURIFIERS

Submitted in the partial fulfillment of the degree of

Post Graduate Diploma in Business Management

Submitted By

Vishal Kumar Singh

PGDM 2nd Semester, 2010-12

INSTITUTE OF PRODUCTIVITY & MANAGEMENT,


MEERUT

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ACKNOWLEDGEMENT
I am very gratefully thanks to IPM Meerut that gave me the opportunity to do a
market survey to analyze about the market and to utilize the skill and
knowledge on this project.

I would like to show our gratitude to „ 


„O for providing
us with the golden opportunity to prepare an intellectual reportO on 
 „ „ 
  
   „     „
„„in Meerut region.

I am grateful to „     


 „O for guiding us to prepare an
aesthetic report during winter training with the proper information and
knowledge of research methodology. Without his kind support it would have
been difficult for us to complete the projectO so meaningful and interesting in a
short period of time.

I would like to thank the respected faculty membersO library staffsO and seniors
of   !  "#$% & ''( ) *   for providing us such a
valuable guidelinesO ideas and intellectual support in order to complete this
winter project.

I would also like to thank the people for their warm response and great support
in order to prepare the report aesthetic and meaningful.

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m EFACE

pvery research is to achieve certain solution to a research problem. If there is


no problem thenO the meaning of research is of no use. The research problem
that I was supposed to deal with was the profile of consumer using the different
types of water purifiers. The research is based upon certain objectives. The
sample unit taken was mainly the middle class households in Meerut regions.
Research is a feedback that any organization sought for the purpose of effective
policy and decision making. It is the systematic problem analysisO model
building & fact finding for the purpose of important decision-making & control in
the making of goods and services.

Winter project is a part of our curriculum so that we get exposed to the


practical side our theoretical know-how. This is basically designed to the real life
situation. In this training programO the students use their academic knowledge
practically which sharpens the decision making abilities of MBA graduates. For
developing managerial and administrative skills of potential managers it is
necessary that theoretical knowledge must be supplemented with exposure to
real life business environment.

In brief we can say that this project gives a chance to apply what we have
learnt till now and to apply this knowledge in real life situation.

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DECLA ATION

I hereby declare that the project titled ³  "% .  # )   !+  !


 + ("!!  %  !/' !  done in Meerut region. This is
submitted by me as a part of our curriculum in partial fulfillment for the award
of the ³Post Graduate Diploma in Management (PGDM) from Institute of
Productivity & ManagementO Meerut approved by A.I.C.T.p.

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Table of Contents
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INTODUCTION TO CONSUMER PROFILE ................................ ................................ ............................. 6


WATER PURIFIERS COMPANY PROFILE ................................ ................................ .............................. 9
OBJECTIVE OF THE STUDY ................................ ................................ ................................ .................. 14
RESEARCH METHODOLOGY ................................ ................................ ................................ ................. 15
DATA COLLECTION................................ ................................ ................................ ................................ . 16
DATA ANALYSIS ................................ ................................ ................................ ................................ ....... 18
RESEARCH FINDINGS ................................ ................................ ................................ ............................ 38
RECOMMENDATION AND SUGGESTIONS ................................ ................................ .......................... 39
CONCLUSION ................................ ................................ ................................ ................................ ........... 40
LIMITATION OF THE STUDY ................................ ................................ ................................ ................. 41
BIBLIOGRAPHY ................................ ................................ ................................ ................................ ....... 42
QUESTIONNAIRE FOR THE SURVEY ................................ ................................ ................................ ... 43
Annexure-1 ................................ ................................ ................................ ................................ ............. 43c
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INTODUCTION TO CONSUMER PROFILE


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Consumer profile is the description that includes demographicO geographicO and


psychographic characteristicsO buying patternO creditworthinessO purchase
history of consumer.

 „ „ 
0

Psychographic profiles are used in relation to marketing segmentation and


advertising. A psychographic profile of a group of people will reflect common
activitiesO interests and opinions (AIO) as well as attitudes and values of those
people. In this buyers are divided into different groups on the basis of
personality traitsO lifestyleO or values. This AIO includes:-

  „   
Work Family Themselves
Hobbies Home Social issues
Social events Job Political
Vacation Community Business
pntertainment Recreation pconomics
Community Fashion pducation
Shopping Food Products
sports Media Future
Club membership Achievement Culture
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› 
 

Marketing researchers typically have two objectives in this regard: first to


determine what segments or subgroups exist in the overall population; and
secondly to create a clear and complete picture of the characteristics of a
typical member of each of these segments. Once these profiles arecconstructedO
they can be used to develop a marketing strategy and marketing plan. The five
types of demographics in marketing are:-

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yc gocation
yc Age range
yc Gender
yc Race or ethnic identity
yc Income range
yc pducation level
yc Social and/or religious affiliations

 

›
 

The recent years have witnessed rapid transformation and vigorous profits in
Indian retail stores across various categories. This can be contemplated as a
result of the changing attitude of Indian consumers and their overwhelming
acceptance to modern retail formats. The Indian consumption patterns are
slowly converging with global norms. The Indian consumer is now spending
more on consumer durablesO apparelO entertainmentO vacations and lifestyle
related activities. pntertainmentO clothing and restaurant dining are categories
that have been witnessing a maximum rise in consumer spending since 2002.
The market is growing at a steady rate of 11-12 percent and accounts for
around 10 percent of the country's GDP.

One of the key reasons for the increased consumption is the impressive growth
of the middle class. Around 70 per cent of the total households in India reside in
the rural areas. The total number of rural household is expected to rise from
135 million in 2001-02 to 153 million in 2009-10. This presents the largest
potential market in the world. According to the study conducted by NCpARO the
number of `lower middle income' group in rural areas is almost double as
compared to the urban areasO having a large consuming class with 41% of the
Indian middle class and 58% of the total disposable income.

 „„„   0

Clean drinking water is a huge problem in India. The water that comes through
the tap is often salty and is contaminated. SoO selling water purifiers is a big
market in India. Companies are advertising heavily on television to grab the

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market share. People often don¶t comprise when it comes to the safety of their
family and so are willing to spend a month¶s wage on buying water purifiers.

There are different varieties of water purifiers of different companies like:-

yc Aqua guard
yc Pure it
yc ent
yc pureka Forbes
yc Aero
yc en star
yc Aqua sure

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WATER PURIFIERS COMPANY PROFILE

Basically in this survey we focus on Aqua guardO Aqua sure and Pure it water
purifiers.

 )'% !+  ! 0

Pure-it is the world¶s most advanced in-home water purifier. Pure-itO a


breakthrough offering of Hindustan Unilever since 2004O provides complete
protection from all water-borne diseasesO unmatched convenience and
affordability. Pure-it has been developed using the technology named Sustained
Chlorine Release TechnologyO by a team of hundred Indian and international
experts from Hindustan Unilever and Unilever Research Center.

Pure-it as a water purifier removes visible and invisible dirt¶sO and using chlorine
release technology kills all harmful viruses and bacteria and removes parasites
and pesticide impurities from water and gives as safe as boiled water. It
assures cent percent protection of a family from all water born diseases such as
jaundiceO diarrheaO typhoid and cholera. Pure-it not only renders water micro-
biologically safeO but also makes the water clearO odorless and good tasting.

Pure-it in-home purification system uses a four stage purification process to


deliver ³as safe as boiled water without the use of electricity and pressurized
tap water. The stages that pure-it uses are-

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yc Micro-fiber Mesh ± Removes visible dirt.


yc Compact Carbon Trap ± Removes remaining dirtO harmful parasites &
pesticide impurities.
yc Germ-kill Processor ± Using 'Chlorine release technology' kills¶ harmful
virus and bacteria.
yc Polisher ± Removes residual chlorine and all disinfectant by-productsO
giving clear odorless and great tasting water

It has some advanced features that make it as unique water purifier brand in
IndiaO these are ±

yc Battery gife Indicator- pnsures total safety because when the germ kill
power is exhaustedO the indicator turns redO warning to replace the
battery.
yc Advanced Auto-Switch off- In caseO the battery is not changed when it
turns fully redO as an additional assurance of safetyO the advanced Auto-
Switch off will automatically switch-off the flow of water.
yc No electricity± It doesn¶t need any electricity.
yc No maintenance± No day by day maintenance is required.
yc Hassles free± It is absolutely hassles free as well as saves both time and
money.

The output water from pure-it meets stringent criteria for micro-biologically safe
drinking waterO from one of the toughest regulatory agencies in the USAO
pnvironment Protection Agency (pPA). The performance of pure-it has also been
tested by leading scientific and medical institutions in India and abroad.

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 )'% !+  ! 1' 2 0

Dedicated to the cause of providing healthier livingO today Aqua guard


successfully established themselves as a business super-brand and their
dedicated team works around the clock to make consumer lives healthier and
more secure. Aqua guard strive to provide the best after sales serviceO and to
achieve the same they have over 1500 service centers and as many as 4500
company trained technicians who visit over 20O000 Indian kitchens daily.

.  !! .'$ 2  . )!. ! ) !. )  '/'".'


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yc Winner of 6 prestigious UNpSCO Water Digest Awards 2009-10.

yc Winner of the Frost & Sullivan Award for the Best Company from the domestic
point of useO Water treatment systems and Customer Service geadership Award.

yc We have been ranked amongst India's Most Admired Consumer Durable


Companies.

yc Awarded Best pmployers 4 times in a row.

yc Winner of 'Most Admired nowledge pnterprise' MAp- Asia Awards.

yc Holds the distinction of presenting a case study at the prestigious Harvard


Business School.

3'('" "#&# 0

Aqua guard Classic ² Indian Rupee (INR) 7O190


Aqua guard Compact ² Indian Rupee (INR) 7O590
Aqua guard Total I-Nova ² Indian Rupee (INR) 8O850
Aqua guard Total Gold Nova ² Indian Rupee (INR) 9O590
Aqua guard Total SpNSA ² Indian Rupee (INR) 17O900

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3'  "#&# 0

Aqua Sure CRYSTAg-UV-Indian Rupee (INR) Rs.7650

Aqua Sure Aqua Care RO ² Indian Rupees (INR) 8O995

Aqua Sure AQUAFgO UV ² Indian Rupees (INR) 5O800

Aqua Sure DpSIGNA UV± Indian Rupees (INR) 6O750

Aqua Sure SPRINGFRpSH RO± Indian Rupees (INR) 13O990

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OBJECTIVE OF THE STUDY


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1.c To study the consumer psychographic and demographic profile using


water purifiers.
2.c To study the consumer awareness level regarding the water born
diseases.
3.c To study the perception of consumer towards water purifiers.
4.c To study the consumer awareness about different water purifiers brands
available in the market.
5.c To study the consumer buying behavior of different water purifiers.

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RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problems.


When we talk about the research methodology we don¶t talk about the research
method but also consider the logic behinds the method use in the context of
research results are capable of beings evaluated either by the researcher
himself or by others. Here I used descriptive research design. In this type of
research method researchers are supposed to describe the researchO it is done
for existing products.

It helps segment and target marketsO in some cases describing the situation
may provide information and descriptive information is all that is needed to
solve business problems. The major emphasis in such studies is on the
discovery of the ideas and insights. Research design for such studies must be
flexible enough to provide opportunity for considering different aspects of the
problem under study. I collected data from following primary sources. PRIMARY
DATA For the purpose of collecting data I used following two methods.

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DATA COLLECTION
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To collect the data I have carried out a survey in Meerut region of Uttar
Pradesh. The tools used for data collection are:-

„ „  0

The primary data are those dataO which are collected a fresh and for the first
time and happen to be original in character. The primary data to be collected
for the study are²

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Questionnaire is a formularized instrument for as kind information directly
from a respondent and concerning behavior demography characteristics
level of knowledge and attitude believes and feelings.

The term questionnaire is a list of obtaining specific information about a


defined problem so that the data analysis and interpretation result in
better appreciation of the problems. A questionnaire formO which has to
beO completed an interviewer often referred as schedule.

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Under this method of collecting data there is face to face context with the
person from whom the information is obtained. The pattern used is
structured and indirect interview.

  „  0

Secondary data are those which have already been collected by someone and
which have already passed through statically process.

yc Various publications of the centralO state and local governments.


yc Books magazines and newspapers.
yc Reports prepared by research scholarsO universitiesO economists etc.
yc Internet

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  0

A sample design is a definite plan for obtaining a sample from a given


population. It refers to the technique or the procedure adopted in selecting
items for the sample. The main constituents of the sampling design below:-

yc Sampling unit
yc Sample size
yc Sampling procedures

 
  0

A sampling framework i.e. developed for the target population that will be
sampled i.e. who is to be surveyed/ studied²

yc Consumer

 
60

It is the substantial portions of the target population that are sampled achieve
reliable results.

yc Consumer taken----50

 
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The procedure to choose the respondents to obtain a representative sample a


non- probability sampling technique is applied for the target market.

It is a purposive sampling which deliberately chooses the particulars units of the


universe of constituting a sample on the basis that the small mass that they so
select out of a huge one will be typical or representative of the whole.

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DATA
ANALYSIS
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  „„  
garge volume of raw data was collected through questionnaire in my
research. This raw data has been further converted into significant statistical
information then carefully interpreted to fulfill the research objectives. The
Collected raw data was then edited and coded by us to eliminated errors and
assign a data pertinent category and the data analysis technique applied is:

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Above pie chart shows that most of the respondents to the survey are Graduate
(42%) followed by the Post Graduate (28%).

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From the above pie chart we can see that most the respondents are of age
group 20- 30 yrs (47%) followed by peoples of age group 30- 40 yrs (30%).

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After analyzing the data collected we come to know that most of the people who
responses to the above study are from those families whose annual family
income is 1O50O000- 3O00O000 (52%) followed by the family with annual income
up to 1O50O000 (22%).

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We can see in the above pie chart most of the consumers who involves in this
survey/ study are males (88%) followed females (12%).


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After analyzing the data carefully we came to know that peoples who responds
this survey are basically in profession of business (45%) followed by the
peoples having different profession represented by others (35%).

WhereO others include housewivesO students.

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From the above pie chart it¶s quite clear that most of the consumers are using
water purifiers almost 90%. Whereas 10% respondents not using any kind of
water purifiers.

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After carefully analyzing the data collected through the survey we come to
know that most of the consumer nearly 65% uses water purifiers because it
gives bacteria and virus free water.

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It was found that most of the respondents almost 90% are well aware of the
different types of water borne diseases. Only 10% of people are not aware of
those water born diseases.

 0And it was found after careful analysis of data that those respondents

who are not aware of different water borne diseases are not using any kind of
water purifiers.

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As per the above pie chartO 78% of the respondents are in the favor that some
important bacteria and minerals are lost by using water purifiers while 22% of
respondents do not think so.

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From the above graph i.e. the pie chart we can see that all most 93% of the
respondents are well aware of different water purifiers¶ brands available in the
market.

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After carefully analyzing the data collected we come to know that most of the
consumers nearly 43% are using Aqua guard water purifiers followed by Pure it
users nearly 38%. And one more thing comes out through this survey is that
demand for the old fashioned ceramic candles are decline and it become
obsolete. Only 2% of respondents are using these ceramic candles water
purifiers.

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As per the above pie chart we can see that 47% of respondents look for
guarantee/ warranty of more than two years.

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From the above graph i.e. the pie chart we can see that all most 92% of the
respondents are satisfied with their water purifier. Only 8% of the consumers
are not satisfied with their purifiers.

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Among all the three factorsO we can see that most of the respondents to the
survey assume quality for their satisfaction about their product i.e. 52%.
WhereasO 43% consumers prefers purification for their satisfaction about their
product.

One thing here worthwhile to note is that price is the least influencing for their
satisfaction.

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From the above pie chart it¶s quite clear that most of the respondents (35%)
influence from the advertisementO followed by the respondents (33%) who
motivates because of the quality of the brand.

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After analyzing the data collectedO most of the respondents (60%) think that
income level influence buying behavior of consumer. Whereas 40% of
respondents think it¶s not influence because . '+./ '+. for them.

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After carefully analyzing the data collectedO we come to the overall conclusion
through the consumer satisfaction level for different attributesO value of money
and performance of the water purifier¶s brand which respondents are using. And
its shows there is something more demanded by the consumers in their
purifiers in terms of designO operational features and performance.

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E "  ' ,--

´c 92.59% of respondents having profession of business using water


purifiers.
´c 100% of respondents whose family income is more than 3O 00O000 are
using water purifiers.
´c 61.11% of respondents between age group 30- 40 yrs prefers quality as
the main factor for satisfaction.
´c 71.42% of female respondents think that water purifiers are necessary
because it removes Bacteria and virus from water. Whereas 28.58%
thinks it removes unnecessary minerals from water.
´c 41.9% of respondents with annual family income 1O50O000- 3O00O000
uses Aqua guard water purifiers and 38.70% uses Pure It. Whereas
remaining consumers prefers others brand.
´c 66.67% of Business menO 100% of Doctor and Teacher and 50% of Govt.
employee thinks that Income level influence the buying behavior of
consumer.
´c After carefully analyzing the data collected I found that:--
yc 53.33% of total respondents give more rating points than the
average rating point for design of water purifiers.
yc 60% of total respondents give more rating points than the average
rating point for operational features/ Technology of water purifiers.
yc 66.67% of total respondents give more rating points than the
average rating point for value of money of water purifiers.
yc 65% of total respondents give more rating points than the average
rating point for performance of purifiers.

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RESEARCH FINDINGS
c

As it was 1st research Project of my lifeO so it gave me a lot of experience which


will be very helpful in my life as well as in my next coming summer trainingÔc

´c On the basis of that research we find that in case of water purifiers people
are much influenced by Advertisements and quality.
´c By this research we analyze that most of the consumers are aware of
different brands of water purifiers available in the market. And they also
understand the importance of water purifiers.c
´c Consumers are quite satisfied with their product because they are aware
of different water borne diseases. And their purifiers remove these
bacteria and viruses from the water and keep them healthy. c
´c For most of the consumer . '+.    c so they look after these

water purifiers for their personnel touch rather than the price.c
´c Positioning of the water purifiers is good in the marketO but there is some
more expectation of consumers from these water purifiers companies.c
´c During researchO while talking to the consumers I come to know that most
of the consumers looks for more guarantee/ warranty good customer
service/ customer care centre and after sale services. SoO water purifiers
companies have also taken great care of these things in order to well
place them in the market.

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RECOMMENDATION AND SUGGESTIONS


c

Through water purifiers have their presence in the market. Most of the
consumers are using these purifiers nowadays. Despite of that some customers
are hesitating to adopt these purifiers because of the problems they are facing
earlier while using some other brands. SoO after analyzing the overall summary
of this researchO I would like to give few recommendations to these purifiers
company. I hope this recommendation would certainly be a great help for them.

´c Companies should more focus on the after sale services and customer
care facility.
´c Companies should also focus more on the advertisement by using
celebrity as it boosts their brand image as well as the sales of water
purifiers.
´c Consumers are health consciousO so companies must have to improve the
purification quality of their purifiers.
´c Purifiers companies have to look after the operational featuresO designO
price and performance of their products.

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CONCLUSION
c

After the completion of project I have seen the different aspects of this  
'( F #Also I have gained some new experience about the consumer
research. While surveying I have met a large number peopleO with different
perceptionsO with different natureO and as a result of this I have learnt a lot of
things like how to talk with the different people with different behavior. I am
benefited a lot and this will definitely help me a lot in my summer training as
well as in the future.

Also the outcome that came out from this research work is that in city Meerut
water purifiers are used on wide scale in most of the households. Aqua guard is
most admired brand then it is Pure It mostly preferred by the consumers.

Through this research I also come to know that there is potential market for
water purifiersO because health is the 1st preference to choosing the product.

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LIMITATION OF THE STUDY




1.c To study the consumer psychographic and demographic profile using


water purifiers.
2.c To study the consumer awareness level regarding the water born
diseases.
3.c To study the perception of consumer towards water purifiers.
4.c To study the consumer awareness about different water purifiers brands
available in the market.
5.c To study the consumer buying behavior of different water purifiers.

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BIBLIOGRAPHY


„ !  # / 2 

´c www.scribd.com
´c www.google.com
´c www.pureit.com
´c www.businessdictionary.com
´c www.evancarmichael.com
´c  


„ !  # 2 1--

´c Marketing management-- PHIgIP OTgpR


´c Research methodology-- C. R. OTHARI
´c Magazines

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QUESTIONNAIRE FOR THE SURVEY


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Annexure-1
 'B)')*

 ') "  ! 7 % ' !    !  "#$% & )''( )   ')
# "#( . "% ' ' ! ##+)   '   3  "   '1   ! /
) '". +) ( (. $ %B"%"   

 .'1(% 

 .'+ )'(.

c
QUETIONNAIRE FOR THE SURVEY
7c "#' '+3'+!#'  
A) Matriculate B) Senior secondary C) Graduate D) Post graduate

p) PhD/M.phil F) If otherO please specify««««««««««««««««««««««

=c ( ( 


1.c 20- 30 years B) 30- 40 years C) 40- 50 years D) Above 50 years

<c '+!')+%# ) 
A)c Up to 1O50O000 B)1O50O000- 3O00O000 C) 3O00O000- 5O00O000
D)c Above 5O00O000

?c  " 


A)c Male B) Female

:c  !  


A)c Govt. employee B) Business men C) Doctor D) Teacher
p)c If othersO please specify«««««««««««««««««««««««««««««««««.

@c  %  /' ! C


A)c Yes B) No

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Ac .%" % .1/' ! '  # '%C


A)c Bacteria & virus free water B) Disease free health

C) Unnecessary mineral remover D) If othersO please specify«««««««««««««

;c  % '/'  !"!!  /' 2  " ' C


A)c Yes B) No

Dc  % .1 ) ) '2'# ''") '+' + 2%(! C 


A)c Yes B) No

7>c  % '/'  !"!!  2'" !! C


A)c Yes B) No

77c.#.2'"! " %  !  !(C 


A)c Aqua guard B) Pure it C) Ceramic candle D) If othersO please
specify««««««««««««««««««««««

7=c.'. ('' B/''%  "% '  E #('2 * ('"(/' 


! C
A)c One year B) Two years C) More than two years

7<c  % '! "/.% /' ! C


A)c Yes B) No

7?c.')'" % '!'# %/.%  "#‰


A)c Quality B) Price C) Purification


7:c.'!'# ) $' "%  #.' .2'"C
A)c Quality B) Price C) Advertisement D) Personnel touch


7@c % .1# ) + $ +!+ # 2%(2 .'$ C 
A)c Yes B) No








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7Ac!% ' '1 " ' % !  '#'+  !7> /)'% /++% 
($ C

 „   



 „„ 8  !7>4
Design/ plegance
Operational Features/ Technology
Value for Money
Performance
Consumer satisfaction level summary

') ,- ___________________________________________________

"" ,- ___________________________________________________

_____________________________________________________

)'+,- ________________________  '# ,- ________________

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