CHAPTER 1

INTRODUCTION

The aim of marketing to meet and satisfy target customer's needs and wants.
But "knowing customers" is never simple. Customers mat state their needs and
wants but act otherwise. They may not be in the touch with their deeper
motivations. They may respond to influence that change their mind at the last
minute.
Nevertheless, marketers must study their target customer's wants,
perceptions, preferences and shopping and buying behavior. Such study will
provide clues for developing new products, products features, prices, channels,
messages, and other marketing mix elements. This chapter will explore the buying
dynamics of consumers, and the next chapter will explore the buying dynamics of
business buyers.

CONCEPT OF BUYER BEHAVIOR :

For analyzing marketing opportunities of formulating effective strategies an
understanding of the relevant market is necessary. Since markets consist of buyers,
it is the behavior of buyers that is central to an understanding of markets. In recent
years there has been a growing interest in the study of buyer behaviour in the
marketing profession the world over.
In our own environment we have witnessed markets becoming increasingly
competitive, with more and more of these changing from sellers 'to buyers'
markets. Thus is the changing market environment that provides the impetus for a
careful study of buyer behaviour.

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CATEGORIES OF BUYERS:
Buyers can be classified into two major categories, consumers in the
household sector, and industrial and institutional buyers. Consumers in the
household sector but goods and services for use in the process of carrying out
activities, administrative and other institutional functions. Such buyers belong to
four major sectors, namely, producers (industry), resellers (trade), Government and
other institutions.
For analyzing the behaviour of buyers in any market, it is necessary to
understanding its essential feature. A useful framework for this purpose has been
suggested by kotler which we shall use here. According to this framework, a
marketer should seek answers to four basic questions for understanding buyer
behaviour. These are: What does the market buy? Why does it buy? Who buys?
And How does it buy?

CHARACTERISTICS OF BUYER'S BEHAVIOUR :

1. It consists of the mental and physical activities, which consumers
undertake to acquire goods and services and sustains satisfaction from them.
2. It includes both observable physical activities such as walking through the
market to examine merchandise, and making a purchase and mental activities such
as forming attitudes perceiving advertising material, and learning to prefer
particular brands.
3. Consumer behaviour is very complex and dynamic too-constantly
changing; and therefore, managements need to adjust with the change otherwise
market may be lost.
4. The individual specific behaviour in the market place is affected by
internal factors such as needs, motives, perception, and attitudes as well as by

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external or environment influences such as family, social groups, cultures,
economic and business influences.
To achieve better understanding of the consumer behaviour study of those
discipline which may provide some explanations to 'Why people behave as they
do?" is required. Such disciplines are economics, sociology, psychology, and
anthropology. Economics explains consumer behaviour in relation to economic
factors. Sociologists and cultural anthropologists advanced explanation concerning
the influences of family and group behaviour upon individual behaviour, the
diffusion of new products and areas.
(Innovations) : among various groups, and the impact of culture on its members.
Psychologists explanation of how people learn about product and services, the
motivation that underlines buying behaviour and the perceptions individuals have
of themselves and products that buy, lie in the realm of psychology. The external
and internal forces influences interact in highly complex ways, affecting
individuals total pattern of behaviour as well as his buying behavior.

BUYING PROCESS :

The purchaser or consumer takes buying decision for some commodities

immidietly without much consideration such as items of daily use while for some
other commodities mainly luxury or durable items, he thinks much before taking a
decision to purchase it. Sometimes he consults others generally the purchaser
passes through five distinct stages in taking a decision for purchasing a particular
commodity. These stages are given below :

Need Information Evaluation of Purchase Postpurchase

Recognition Search Alternatives Decision Behaviour

Fig : Five stages of model buying process.

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1. Need Arousal :
The buying process starts with need arousal need can be activated through
internal or external stimuli. The basic needs of common man arise to them should
level and becomes a drive and knows from his previous experience how to satisfy
these needs like hunger, thrust and sex. This is the case of internal stimulus a need
can be aroused by an external stimulus such as sight of new thing in purchasing
another thing. There is a twofold significance of need arousal :
i) The market must identify the drive that might actually or potentially
concet to the product, class or brand and make the buyer feel that the product and
satisfy the drive that he feels.
ii) It also helps to recognized that need level of the product fluctuate over the
time and are triggered by different causes.

2. Information Search :
After need arousal, the consumer tries to solve it and gathers the sources and
information about the product.
Depending upon the intensity of need, it produces two states of individuals.
The first state is called heightened attention when the consumer becomes more
receptive to the information bearing on the need and its signification.
If need is more intense, the individual enter a state of active information
search and he tries to collect more information about the product, its key attributes
qualities of various brands and about the outlets where they are available. There
are four consumers information sources:

a. Personal sources (family, friends, neighbours etc.)

b. Commercial sources (advertisements, salesmen, dealers)

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 c. Public sources (mass media, consumer rating organisations)

d. Experimental sources (handling, examining, using the product).

3. Evaluation behaviour :

Having collected the information, the consumer clarify and evaluate the
alternatives. There is, unfortunately no simple and single evaluation process use by
all consumers or even by one consumer in all buying situations. The most current
process of evaluation is to judge the product largely on a conscious and rational
basis. Various considerations form the part of judgment such as product attributes ,
importance weights, brand image, utility function for each attributes, the attitude
etc. After evaluation of various alternatives, he takes the decision to buy.

On the basis of the evaluation behaviour of consumers, the marketer can

improve or develop the product, segment the market on the basis of product
attributes. He can compare the competitors product attributes and take the decision
about marketing strategies.

4. Buyer :

The buyer is the person who actually purchase. Buyer may to be decider or
he may be some other person. Children (decider) are the deciders for purchasing
the toys, but purchases are made by the parents.

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5. User :

User is the person who actually uses or consumer the services or products.

The marketer's task is to study the buying process and its main participant and their
role in the buying process. He should initiate all of them of make the purchases of
his product at different stages and through different strategies.

Influencer Decider

Initiator Buying process Buyer

User

Fig : Representation of participant in the Buying Process.

Attributes

of others

Evaluation Purchase Purchase

of Decision
Alternative Intension

Unanticipated
Situational
Factors

Fig: - Steps between Evaluation of Alternatives and Purchase Decision.

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5. Purchase Decision:

Evaluation behaviour leads the consumer to form a ranked set of

preferences. Normally a consumer buys the article, he or she likes most but there
are three more important considerations for taking the buying decision: a)
attributes of other such as of wife, relatives, and friends but it depends upon the
intensity of their negative attitudes and the consumers motivation to comply with
the other person's wishes. B) anticipated situational factors such as family income,
expected total cost of the product and the expected benefits of the product : c)
unanticipated situational factors as looks for manner of the salesman of the way
business is carried on or worry about the his income situation.

The marketer must consider these factors and should try to provoke the
feeling of risk in the consumer and attempt to provide information and support that
will help him.

6. Post- purchase feelings:

After buying and trying the product the consumer will feel some level of
satisfaction or dissatisfaction and level of satisfaction depends very much on the
expectation and the products perceived performance. If the product matches up to
his expectations, the consumer is satisfied; if it exceeds, he is highly satisfied, and
if it falls short of expectations, he is dissatisfied. Consumers form their expectation
on the basis of messages and claims sent out by the seller and other communication
sources.

If seller makes exaggerated claims, the consumer will naturally feel

dissatisfaction. So, the smart seller must make claims about the performance of the
product that are congruent with its quality so that the consumer would feel
satisfied.
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Participant in the Buying process:

These are the following four different roles that persons can play in a buying
decision:

1. Initiator: The initiator is a person who first suggest or thinks of the idea
of buying the particular product. For example, publisher of a book on marketing
management initiates the professor to ask the students of his class to purchase the
book. Here publisher is the initiator, the first person to initiate the buying process.

2. Influencer: Influencer is person who explicitly or implicitly has some

influence on the final buying decision of others. Student is influenced by the
advice of the professor while taking a decision to purchase a book. Here professor
is the influencer.

3. Decider: The decider is a person who ultimately determines any part of

whole of the buying decision i.e. whether to buy, what to buy, how to buy, when to
buy or where to buy. Children are the decider for buying the toys, house lady for
kitchen provisions, and head of the family for durable or luxury items.

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Factors influencing consumer behaviour :

Consumers do not make purchase decisions in vacuum. Their buying

behaviour is influenced by cultural, social, personal and psychological
determinations/factors. Most of these factors are uncontrollable and beyond the
hands of the marketer, however they have to be considered while trying to
understand the complex buyer behaviour.

A) Cultural factors :

Cultural factors have the deepest influence on consumer behaviour

i) Culture group : Culture is the most basic fundamental determinant of

persons wants and behaviour write from the time of his birth a child grows up in a
society learning a certain set of perceptions, preferences, behaviour and customs.
All these have bearing on a child growing up and will also be seen his buying
behaviour.

ii) Sub culture : Each culture will contains smaller groups of sub culture
that provide more specific identification and socialization for its members. This
sub culture divisions are certain social culture and demographic variables like
nationality, religion, geographic locality, cast, age, sex etc. and they may have
certain distinct tastes, preferences and even life styles.

iii) Social class : It is a very special class which involves the members of
different casts are reared for certain roles and can nor their cast membership. They
shows distinct product and brand preferences in purchased decisions hence they
can influence the buying behaviour

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B) Social factor :

Consumer behaviour is also influenced by social factors such as consumers

reference group, family and social role and status.

i) Reference groups : A person's reference groups are those groups that

have a direct (face to face) or indirect influence on persons attitude or behaviour.
Reference groups such as family, friends, neighbors and collogues, social
organisatins, professional association, trade unions.

ii) Role and status : A person is a member of many groups - family, clubs,
organisation etc. And the person’s position in each group can be defined in terms
of role and status.

c) Personal factors :

A consumer purchase decisions are also influenced by personal

characteristics namely the buyers age and the stage of life cycle, occupation,
economic circumstances, life style, personality and self concept.

i) Age & stage of life cycle : The people’s choice of goods and services
changes over their life time this change can be observed right from the childhood
to maturity specially tests and preference related to cloths, luxury goods, and
recreation activities.

ii) Occupation : The persons occupation has direct effect on his choice of
goods and services. It depends on his income, economical to luxurious goods.

iii) Economic circumstances : A persons economic circumstances consists

of his or her spendable income (amount stability, and time pattern). Savings and
assets (liquid, movable and immovable) ability to borrow and attitude spending
versus savings.
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 iv) Life style : A person’s life style refers to a person’s pattern of living
expressed through his or her activities, interest and opinions.

v) Personality and self concept : Each person has got distinctive

personality which will influence his or her buying behaviour. Personality can be
used to analyse consumer behaviour because marketer have seemed at their exists a
correlation between personality types and product/brand choices. Self concept is a
related term to the personality. It refers to the person’s image or self image. Each
person carries a self image of himself/herself and will purchase goods or service
that match the self image.

C) Psychological factors :
For the purchase of understanding consumer buying behaviour four major
psychological determinants-motivation, perception, learning, and beliefs and
attitudes.
i) Motivation : It can be said to be the inner drive that is sufficiently
pressing and directs the person to seek satisfaction of the need. Satisfaction of the
need reduces the felt tension.
ii) Perception : Perception is the process of selecting organizing and
interpreting or attaching meaning to events happening in environment. Perception
depends not only on the character of physical stimuli but also on the relation of the
surrounding field and on the actions thoughts, feelings etc. within the individual.
People emerge with different perception of the same stimulus.
iii) Learning : When the people act, they learn. Learning describes changes
in an individual behaviour arising from experience most humanbehaviour is
learned. Learning theorists say that persons learning is produced through the inter
play of drives, stimuli, cues, response and reinforcement.

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 iv) Beliefs and attitudes : Through the learning people acquire certain
beliefs and attitude and in turn this influences their buying behaviour.
A belief is thought that person holds about something. People act based on
their beliefs. This beliefs helps in building up the products and brand images.
An attitude can be said to be persons enduring favorable or unfavorable
cognitive evaluation, emotional feeling and actional tendencies towards some
object or idea. Attitudes make people to behave in a fairly consistent way towards
similar objects. People do not interpret and react to everything in a fresh way. Thus
marketer should try to link his products into existing attitudes rather than trying to
change people's attitudes.

Main difficulties in the study of buying :

Buying motives of the consumer are studied by different techniques or
methods. We have already studies there project techniques. Depth interview and
tradiational techniques. But no method is free from difficulties. The main
difficulties that come across in such studies are the following.
1. Consumer ignorance : Sometimes the consumers themselves donot
understand their inner urges, which prompt them to react in a particular way to
purchase a product. They cannot explain their motives to the researcher who
confronts them with questions.
2. Consumer's hesitation or misstatement : Sometimes, even they
understand their buying motives but they hesitate to explain the same to the in
viewers or give misstatement. It leads to miscalculation.
3. Difficulty in identifying the buying motives : Sometimes there are more
than one motives which prompt a consumer to purchase a particular product. He is
not in position to identify the primary motive, which influences his purchase.

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 4. Existence of contradictory motives : Sometimes there is conflict in
motives in such cases it becomes very difficult to tell which particular motive
influences the consumers buying. For example a lady preaches against fashionable
goods and makes huge wastage on luxuries, uses costly lipstick herself when she
moves out in society.
5. Dynamic nature of buying motives : Buying motives are constantly
changing with the changes in income, habits, fashions, taste, time and
circumstances. The motives, which influenced the buying some time before, might
not hold good today. The organization should be always on the lookout for
changing new motives.
6. Consumers personality : The personality of the consumer is also not
always the same. It undergoes a constant change. The information gathered by
sampling method in regard to buying motives sometimes before might altogether
change change after some time. Decision making on the basis of such information
once for all might not be justified.
7. Imperfect techniques : Research techniques have not yet been evolved to
provide perfect data to base our conclusions and therefore, their reliability is
doubtful.
Taking the above difficulties in view, it should not understand that the study of
buying motives is quite useless. Projective techniques have been developed to
make the buying motives understandable.

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CHALLENGES TO THE TRADITIONAL CONCEPTS

In the co-creation paradigm, the individual consumer is at the heart of co

creation. While firms can create experience environments and build the supporting
experience network for a large number of consumers to co-construct their own
experiences, firms cannot autonomously create value to be exchanged. What does
this means for the concept of market?

The concept of market :

The word market conjures up two distinct images. On one hand, it is the
locus of exchange where a firm trades goods and services to the consumers for
money. On the other hand, the market is an aggregation of consumers, both of
these images of the market are challenged by the concept of co-creation of value.

The Traditional concept of a market :

The traditional concept of market was company centric. Consumers were

passive merely someone for companies to sell to. Consequently, firms
conceptualized customer’s relationship management as targeting customers. Firms
focused on the locus of economic value extraction. In this view, the market has
distinct and separate roles for the firm and the consumers.

Value exchange and extraction were the primary functions performed by the
market, which was separated from the value creation process.

Challenge to the Tradiational Concept :

While companies have focused on their relationship with customers. They
have done through the traditional frame of value creation, resulting in the concept
as in product-centric notion of segments of one.

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 The hunter has become learn that they; too can extract values at the
traditional point of exchange. On line auctions for hotel rooms and airline
reservations are just one example of this growing phenomenon.
The popularity of business such as Bay suggests that the auction is
increasingly serving as the basis for pricing goods and services online. From
customer's perspective, the advantage of the auction process is that prices truly
reflect the utility to that customer, at given point in time, of the goods and services
being purchased. That doesn’t necessarily meant that prices are lower, only that the
customer pays according to her utility rather than according to the company’s cost
of production.
Traditional pricing won’t disappear entirely. In many circumstances it is the
most convenient and appropriate from of pricing. But as customers become more
knowledgeable and increasingly aware of their negotiating clout, more business-
from auto makers to cosmetic surgery clinics- will feel pressure to adopt an
implicit (not explicit) negotiation. As auction is one approach to this negotiation
process. Armed with knowledge drawn from today’s increasingly transparent
business environment, customers are much more willing than in the past to
negotiate prices and other transaction terms with companies.
We are moving in the world in which customers can access their own value
to the firm and use this knowledge in negotiation. Managers everywhere must
accept the idea that they are now price takers as well as price makers.
But more important with individuals co-creation experiences. An individual
customers willingness to pay becomes a faction of the co-creation experiences. As
we have emphasized, products and services are not the basis of value. Rather,
value is embedded in the experiences co-created by the individuals in an
experience environment that company co-develops with consumers. Thus, the new
framework puts the spotlight squarely on consumers company interaction as the
15
center of value creation. Because there can be multiple points of interaction
anywhere in the system (including the traditional point of exchange), this new
framework implies that all the points of consumer company interaction may
become the locus of value creation.
Hence, our view of value creation challenges both images of a market as an
exchange of product and service offerings and as an aggregation of consumers.
Traditional economics focuses squarely on the exchange of products and
services between the company and the consumer, placing value extraction by the
firm at the point of exchange as the heart of business management. In the co-
creation view, all points of interaction between the company and the consumer are
opportunities for both value creation and extraction.
Co-creation also challenges the view of the market as an aggregation of
consumers who must select from what the firm decides to offer. In the new value
creation space, business managers have at least partial control over the experience
environment and the networks that build to facilitate co-creation experiences. But
they cannot control how individuals go about co-constructing their experiences.
The new paradigm, therefore, forces us to move away from viewing the
market as aggregation consumers and as a target for the firms offerings.

16
The market as a forum :
In the emerging of market, the focus is on consumer company interaction the
roles of the company and the consumer coverage. The firm and the consumer are
both collaborators and competitors… collaborators in co-creating value and
competitors for the extraction of economic value. The markets as a whole becomes
inseparable from the value creation process.
Co-creation converts the market into a forum where dialogue among the
consumer, the firm, consumer communities and the networks of firms can take
place.
We must view the market as a space of potential co-creation experiences in
which individual’s constraints and choices define their willingness to pay for
experiences. In short, the market resembles form co-creation experiences.
We have already seen the implications of the changing role of the consumer
for the value creation process and the concept of market. Evolving consumer
communities are an integral part of experience networks for creating value.
Focusing on points of consumer company interaction means that companies must
address the heterogeneity of interactions as never before.
Further, companies must innovate compelling experience environments that
enable individuals to personalize their interactions. Managers must co-shape
expectations with consumers. Finally consumers have a role in co-shaping
experiences with the firm, co-shaping expectations and experiences are critical to
move to the opportunity space of experiences of one.

17
Evolving communities of consumers :
Traditional industry structure makes dialogue between consumers and
businesses distant and difficult. Dealers, distributors, and retailers serve as
intermediaries between producers and consumers, separating them more than they
link them.
For example, automobile firms sell luxury cars for $ 40,000 and up while
having little or no direct contact with the consumer. Dealers vary greatly in their
understanding of consumers-their aspirations, concerns and needs. Market research
is at best an indirect way to learn about consumers.
When there is dialogue with consumers it often centers on solving
consumers problem as in help centers. Even more important, because firms the
traditional consumer also lack the ability to communicate with other consumers
around the world. Consumers are isolated from each other.
This is now beginning to change. A few progressive firms are starting to
recognize that they must engender dialogue with networks of consumers playing
active role in co-creating and co-existing value- as co-developers, collaborators,
partners, investors, competitors and negotiators.
In the coming years, this trend spread to more and more industries.
Connected, involved and empowered consumers will increasingly engage in
dialogue with multiple firms as well as with other consumers.

18
 Chapter 2
COMPANY PROFILE

OVERVIEW

KENT RO Systems Limited is a 21st century healthcare products company with a

vision to make the world a healthy and a happy place. Pioneers in bringing the
revolutionary Reverse Osmosis (RO) technology to India, KENT started its
operations from Noida, India in 1999.

Over the years, it has evolved as a market leader providing technologically

advanced healthcare products ranging from Water Purifiers, Air Purifiers,
Vegetable and Fruit Purifiers to Water Softeners. It has become synonymous with
offering purity and is known for its robustness in technological performance and
innovative designs enhancing quality of everyday living.

KENT is ISO 9001:2008 certified and has been at the forefront of innovation. It
has grown to be a strong organization with offices across India and most
importantly, millions of satisfied customers to its credit worldwide.

With a purpose to give good health to one and all, KENT is the best guardian of
your family’s health!

VISION

To be a socially responsible brand making a difference in people’s lives by

affecting all- pervasive areas of their existence- water, food and air. Our
fundamental vision is defined by producing innovative healthcare products that

19
purify the water we drink, the food we eat and the air we breathe, and thus help
people live healthier.
MISSION

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

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

AT KENT WE VALUE

Customers

We acknowledge that every individual brings different perspectives and

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

We give highest value to our customers’ requirements and do everything

possible to provide them complete satisfaction. We are a conscious,
compassionate and high-principled provider of authentic service enhancing
customer experience at every touchpoint and fulfilling the needs
comprehensively, fast and efficiently.
Honesty

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

business with the highest standards of professionalism, ethics, quality and

20
fairness and develop relationships based on trust. Our core values and
philosophy are the foundation for every business decision we make.
TeamWork

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

KENT water purifier

Why you need a water purifier?
We always tend to attribute diseases either to unhealthy food or to changing
weather conditions. But, have you ever thought of the fact that water coming out
from your tap can bring serious harm to you and your loved ones. You might be
unknowingly consuming the harmful contaminants like bacteria, virus, heavy
metals, chlorine, pesticides and many others deadly impurities in water. So, how
can we protect ourselves from these impurities? The answer is quite simple: KENT
RO (Reverse Osmosis) water purifier. With decline in quality of water, UV RO
technology has become imperative for every household in India. UV RO is the
only technology that can effectively kills bacteria and viruses for water. Also, the
water purifiers we choose must have advanced multistage water purification
processes which include the use of water filtration membranes like sediment filter
and activated carbon filter, as it is very critical to the purity of water.

21
With decline in quality of water, UV RO technology has become imperative for
every household in India. UV RO is the only technology that can effectively kills
bacteria and viruses for water. Kent the best double purification technology
Salient features:
• Double purification by RO+UF+UV+TDS Control

• Water purifier with high purification capacity of 15L/hr and above

• LED indicator for power and purification display

• Water purifier with the capability to retain essential natural minerals by TDS
Controller.

• Filter change alarm and lots more

Why KENT:

Constantly deteriorating quality of drinking water is a major health concern

for most of the families. Simply boiling will not serve the purpose and
conventional RO water purifier systems are also not totally reliable. This is where
Kent comes into picture. Pioneering the concept of Reverse Osmosis (RO)
technology in India, Kent offers the most innovative solution to all your water
contamination related problems.

Our extensive experience in water purification technology makes us strongly

recommend that double water purification, which is combination of Reverse
Osmosis (RO) and Ultraviolet (UV)/Ultrafiltration (UF) coupled with multistage
purification process which include use of sediment filter and carbon filter is one of
the most effective ways to ensure purity of water.

Kent's Mineral RO Technology is the most awarded and certified technology to

22
make 100% safe water. This technology not only removes the dissolved impurities
along with bacteria and viruses but also ensures retention of essential natural
minerals.
Pioneer in bringing revolutionary Reverse Osmosis (RO) technology to
India, KENT started its operations from Noida, India in 1999. Despite a humble
beginning, today KENT is a strong organization with offices spread across India.
Most importantly, today KENT has lakhs of satisfied customers to its credit
worldwide.

Filtronics systems incepted in the year 2005 has become the leading
distributor, service provider and retailer of water purifying equipments. Numerous
product categories like Kent Mineral RO Water Purifiers, Kent UV Technology
Water Purifiers, Kent UF Gravity Water Purifiers, Kent UF Tap Water Purifiers,
Kent Vegetable & Fruit Purifier, Water Softeners, Alfaa, Kenstar, Whirlpool and
numerous other categories are offered by us at reasonable prices.

Since the time of establishment not so many years have been passed, our
firm is proving itself to be the leader in the field of water purifying. Pure drinking
water is not available in many developing countries; millions of people face the
shortest of pure drinking water and the water that has been available to them is
badly contaminated and not safe for drinking. That ultimately led to numerous
diseases related to the impure water.

23
Product range

1. Kent Mineral RO Water Purifiers

2. Kent UF Gravity Water Purifiers

3. Kent UV Technology Water Purifiers

4. Kent UF Tap Water Purifiers

5. Kent Air Purifiers

6. KENT Vegetable and Fruit Purifier

24
 Chapter 3

PROFILE OF CHANDRAPUR CITY

Chandrapur formerly known as Chanda is a city situated in eastern

Maharashtra state, Central India. Wardha River flows near the city. Chandrapur

was the capital of the Gond dynasty from the 12th to the 18th century and was later

conquered by the Maratha Bhosles from Nagpur. It formed part of the British

Central Provinces from 1854 until Indian independence in 1947. The tombs of the

Gond kings and several temples are in the town. The district Chandrapur was

earlier known as ‘Chanda’ according to tradition and legend the name of the place

was ‘Lokapura’ which was first changed to ‘Indpur’ and subsequently to

Chandrapur. During the British colonial period it was called Chanda district, which

was again changed to its original name ‘Chandrapur ‘ around 1964. Other places of

the region in ancient times inclIn ancient times Chandrapur included Vairagad,

Kosala, Bhadravati and Markanda. Hindu and Buddhist kings are said to have

ruled the area for a long time, Later on Gonds overtook Mana Naga Chiefs who

ruled Chanda around 9th century and Gond Kings ruled the area till 1751 after

which Maratha period started.

25
 In the 18th century, the district became part of the dominions of the Bhonsle

Maratha Maharajas of Nagpur. At the conclusion of the Third Anglo-Maratha War,

the Bhonsle state of Nagpur became a princely state of British India. In 1853, when

the Bhonsle Maharaja died without a direct male heir, the British annexed the

kingdom, which became the Nagpur Province of British India. Nagpur Province

was merged into the newly- constituted Central Provinces in 1861. Chandrapur

District was known as Chanda District.

In 1854, Chandrapur was an independent district and in 1874, it

comprised the three tehsils: Viz Mul, Warora and Bramhpuri. In 1874,

however, the upper Godavai district of Madras was abolished and four tehsils were

added to Chandrapur to form one tehsil with Sironcha as its

headquarters. In 1895, the headquarters of one tehsil transferred to Mul to

Chandrapur. A new tehsil with headquarter at Gadchoroli was created in 1905 by

transfer of zamindari estates from Bramhpuri and Chandrapur tehsil. An small

zamindari tract from Chandrapur district was transferred to newly formed districts

in 1907. In the same year an area of about 1560 square kilometers comprising three

divisions of the lower Sironcha tehsil (namely Cherla, Albak and Nugir) were

transferred to Madras State.

26
 After India’s independence in 1947, the former Central Provinces became

the new Indian state of Madhya Pradesh. No major changes occurred in the

boundaries of the district or its tehsils between 1911-1955.

The Indian states were reorganized along linguistic lines in 1956, and the

largely Marathi-speaking Chandrapur District was transferred from Madhya

Pradesh to became part of Mumbai State.

In the same year, Rajura tehsil, a part of Adilabad district of Hydrabad state,

was transferred to Nanded district subsequently it was transferred to Chandrapur

district in 1959. The district became part of the Maharashtra since its creation in

May 1960. For administrative convenience and industrial and agricultural

development the district was again divided into Chandrapur and Gadchiroli

districts after 1981 census.

DEMOGRAPHY:

Demography of a district such as population and its growth, density,

occupational structure sex ratio etc. The total geographical area the district

Chandrapur is 10,655 km² of which 10,521 km² is rural and 174 km² is urban. The

average no of inhabited villages per tehsil comes to about 105. According to the

27
latest Census 2001, the total population of Chandrapur district was 20,71,101

persons of which 14,06034 persons (67.89%) were residing in rural areas and

6,65,067 persons (32.11%) were in urban areas. In 1991 Chandrapur had 2.24% of

state population over 3.72% of its area and in 2001 it came down to 2.14%.

GEOGRAPHY:

Chandrapur district is located in the eastern edge of Maharashtra in Nagpur

division and forms the eastern part of ‘Vidharbha’ region. It is located between

19.30’ N and 20.45’ N latitude and 78.46’E longitude. It is the easternmost district

of the state of Maharashtra. The district is bounded by Nagpur, Bhandara and

Wardha on the northern side, Yavatmal on the western side, Gadchiroli on the

eastern side and Adilibad district of the Andhra Pradesh on the southern side.

Physiographically, the district is situated in the Wainganga and Wardha river basin.

The eastern and western boundaries of the district are well defined by the rivers

Wainganga and Wardha, the tributaries of Godavari. Chandrapur district occupies

an area of 11,443 km² which constitutes 3.72 percent of the total area of the state.

Geographically Maharashtra is located 16.40 N to 22.10 N latitude and 72.60 E to

80.9 E longitude.

28
 Owing to the geographical location and physical features, the climate of the

district can be classified as a tropical hot climate with a high range of temperature

throughout the year. Primarily there are two prominent seasons in the district - the

very hot summer and moderate winter. The summer months are very hot and

prolonged while winter is short and mild. The monsoon season starts immediately

after summer and lasts until late September. The southwest monsoons bring a lot of

rainfall during rainy season and there is no drought-prone area in the district.

CLIMATE:

The temperature starts decreasing from the month of October.

December is the coldest month. The mean maximum temperature during

December is 28.2°C and mean minimum is 11.6°C. The southern part is

comparatively warmer than the north, which ranges between 29.6°C and 14.6°C.

The lowest recorded temperature in the north is 3°C and 8°C in the south. The

daily mean temperature starts rising from the month of February, and May is the

peak summer month when mean maximum temperature goes up to 43°C and

minimum temperature is 28°C to 29°C. According to the temperature records of

2009, the temperature of Chandrapur has crossed 49°C in the month of may. In

severe heat conditions, the temperature is among the highest temperatures in the

29
South Asian region. However, temperature starts reducing after May due to the

onset of the monsoon, which lasts from June to September when it is hot and

humid.

The average annual rainfall is about 1420 mm. The eastern part

receives more rainfall than the west. The average number of rainy days is 60 to 65

throughout the district. The relative humidity is very high during monsoon season,

which exceeds 70%, but after monsoon season it goes down rapidly and in summer

it is only 20%.

The prominent wind direction is from south to north. In summer the wind

direction is from east to south and, during the monsoon, from south to east. During

winter, the wind direction changes from north to east. Frequently it is characterized

by the blowing of wild and violent winds, heralding the approach of the hot season

which lasts till the middle of June.

Some of the places of worth visiting are:

Ramala Tank, Junona Tank at Chandrapur, Ghodazari Project, Satbahini

Tapovan at Naghbir, Adyal Tekari at Bramhpuri, Ramdegi at Chimur, Tadoba

Andhari Tiger Project.

30
 Chapter 4

OBJECTIVES OF THE STUDY

The objectives of the study are as follows:

1) To various brand awareness of buyer.

2) To extract the source of information through which buyers came to know

about water purifier.

3) To know the buyer preference of branded water purifier.

4) To determine the decision maker.

5) To identify the most favorable choice of water purifier band.

6) To study the reasons while purchasing Kent Water Purifier.

7) To compare the Kent Water Purifier with other companies.

8) To determine the who is the market leader in water purifier companies.

9) To provide the suggestions to Kent water purifier manufacturing companies.

31
 Chapter 5

IMPORTANCE OF THE STUDY

1) This study will be helpful to know choices of the customers while they

purchase water purifier.

2) The study will try to focus on various water purifier brands available in

Chandrapur city.

3) The study will determine who is the market leader in case of water purifiers.

4) The study will try to give some suggestion to increase the sale of Kent water

purifiers.

32
 Chapter 6

HYPOTHESIS

1) The customers in Chandrapur are well aware about the various brands of

water purifier.

2) The consumers are aware about the waterborne diseases and need of water

purifier.

3) The television media is the preferable source of information while

purchasing the water purifier in Chandrapur city.

4) Wife always think that they need water purifier in home than husbands.

5) The income level influences the buying behaviour.

33
 CHAPTER 7

RESEARCH METHODOLOGY
The universe constitutes all the buyers who have visited to home appliances
shop for the purchase of water purifier through adoption of convenience sampling
technique a sample of 60 persons were selected from the different places in
Chandrapur city. Therefore the sample size is 60. The required information has
been collected from the both sources of data. The secondary data has been
collected from standard text books and the primary data has been collected directly
from sample respondents through interview method and with the help of structured
questionnaires.

Methodology for the data collection through two standard procedures :

i) Primary data collection ii) Secondary data collection

Primary Data :

There are the following methods of obtaining primary data.

i) Survey technique as approach.

a) mail survey or postal inquiry

b) personal interview or field survey

c) Telephone survey we may have, census as sample survey.

ii) Panel Research : Consumer panel or dealer panel for testing and
comments.

iii) Observation Approach.

iv) Experimental Research.

34
i) Survey :-

In the questioning or survey method, well informed and desirable persons

are question by mail or telephone or through personal interview. A stand and set of
questions is prepared to obtained, the required information on points not covered
by printed matter or records.

ii) Observation :-

In the observation method, we use the services of interpreter at things seen

or who examines carefully what happens - either by person or even by some
mechanical devices. E.g. Camera, An electronic device for T. V. sets. Video
Camera.

iii) Experiments :

Method employees controlled experiments similar to these in sciences e.g.

Test marketing. Panel research, marketing etc.

Secondary data :-

There are numerous sources of secondary data. Each here quantity of

secondary source material expands at tremendous rate. A tedious and time
consuming library research may give the desired information.

i) Sources of secondary data :

1) Published surveys of market

2) General library research sources

3) All advertising media, particularly news papers, magazines, trade,

journals etc.

4) Trade association and other technical and professional groups.

35
 5) Specialized marketing intelligence service such as advertising agencies.

6) Internal sources such as sales purchase records. Salesmen’s report, sales

orders, customer complaints and other company records and registers.

ii) Limitations of secondary data :

1) It must be sufficiently correct.

2) It must be relevant valid

3) It must be accurate and reliable

4) It must be impartial

iii) Merits of secondary data :

1) It is much cheaper to use

2) It is quicker to attained

3) It is available on all conceivable subjects, particularly where primary data

may be impossible e.g. census reports.

What other have learned, return and put into print constitutes of information
examination of secondary data is the simplest and procedure of research. The
experienced researcher always consults available secondary data sources first
especially in the earlier process of investigation. Entire preliminary investigation is
usually based on secondary data. Its unit cost is very low.

iv) Questionnaire :

The survey technique is intended to secure one or more items of information

from sample of respondents representative on a larger group. The information is
recorded on a form known as questionnaire or a blank form of inquiry. As data is

36
gathered by asking questions to persons who are thought to have desired
information, it is called questionnaire technique also.

We asked about 12 questions to the customer and the analysis and

interpretation is given in the research report.

Sampling Design

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

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

Sample size

It is the substantial portions of the target population that are sampled achieve
reliable results. - customer taken 60

Sampling technique

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.

The sampling area was Chandrapur city. Almost 60 respondents were

covered during the research work. Questionnaire method was followed.

37
 Chapter 8
DATA ANALYSIS AND INTERPRETATION

Age wise categorization :

Age is an important factor in determining the adopters category hence

present question is entered into the question list.

Age No. of Respondents Percentage

20 to 30 yrs 13 21.66
30 to 40 yrs. 12 20.00
40 to 50 yrs 14 23.33
50 to 60 yrs. 21 35.00
Total 60 100.00

Education profile of the respondent :

Education is one of the inputs for buyer behaviour

Education No. of respondents Percentage

S.S.C. 9 15.00
H.S.S.C. 9 15.00
U.G. 9 15.00
P.G. 18 30.00
Ph.D./M.Phil 15 25.00
Total 60 100.00

38
Interpretation :

The above table shows the majority of respondent having P.G. qualification
30% of respondents have P.G. qualification while S.S.C., H.S.S.C., U.G. studies
respondents are in the percentage of 15% respectively. It indicated that all the
respondent of urban markets are literate and graduates majority of respondents are
females and majority of respondents are undergraduate indicating that there is no
inequality between boy and girl for studying in cities.

Income wise distribution of respondents :

Income No. of respondents Percentage

Upto 1.50 lacks 21 35.00

1.50 to 3 lacks 10 16.66

3 to 5 lacks 20 33.33

Above 5 lacks 9 15.00

Total 60 100.00

Interpretation :

The table revels that 65% respondents are earning income above Rs.
1,50,000 followed by the remaining other information. Form the above analysis it
can be concluded that the majority of water purifier buyers are having income
more than Rs. 3 lacks.

39
 1. Family size of the respondents :

Family is the major influencer on the consumption behaviour its members it

is also the primary target market for the most product and product categories. The
three types of families are: married couples, nuclear families, and the Extended
families.

Family size No. of respondents Percentage

(no. of member)

Less than 5 40 66.66

5-8 15 25.00

More than 8 5 8.33

Total 60 100.00

8.33%

25%
less than 5
66.67% 5 to 8 member
more than 8

Interpretation :
The above table shows 66.66% of respondent's families are nuclear
consisting of less than 5 members, 5-8
5 8 member families are 25% and 8.33%
families are extended consisting of more than 8 members. Majority respondent’s
families are nuclear families indicating that small family happiest family.

40
 2. Do you use water purifier?

Response No. of respondents Percentage

Yes 36 60.00%

No. 24 40.00%

Total 60 100.00%

40%

Yes
60%
No

Interpretation:

The table revels that the majority of the total respondents (60%) are
expressed that they use the water purifier at home and 40% from it do not have
water purifier at home.

41
 3. Do you think of having water purifier in your home ?

Response Respondents Percentage

Yes 60 100.00%

No. - -

Total 60 100.00%

0%

Yes
No

100%

Interpretation:

The table revels that the all the respondents (100%) expressed that
they need a water purifier at home.

42
 4. Why do you think water purifiers are necessary?

Necessity Respondents Percentage

Bacteria & virus free water 40 67.33%

Disease free health 15 25.00%

Unnecessary mineral remover 05 07.67%

Other - -

Total 60 100.00%

7.67% 0%
Bacteria & virus free
water
25.00%
Disease free water

67.33%
Unnecessary mineral
remover
other

Interpretation :
The above table shows 67.33% of respondent's think that the water purifier
helps in purification of Bacteria and Virus from water. 25% of respondents think
that the water purifier provides the disease free health while the remaining thinks
that the water purifier removes the necessary minerals from water.

43
 5. Are you aware of different water borne diseases?

Response No. of respondents Percentage

Yes 60 100.00%

No. - -

Total 60 100.00%

0%

Yes
No
100%

Interpretation:

The table revels that the all the respondents (100%) expressed that
they aware of different water borne diseases.

44
 6. Do you think some important bacteria and minerals are lost by using

purifiers?

Response No. of respondents Percentage

Yes 12 20.00%

No. 50 80.00%

Total 60 100.00%

20%

Yes
No
80%

Interpretation:

The table revels that the all the respondents (20%) expressed that
water purifier is the remover of some important bacteria and minerals but the
remaining (80%) does not think so.

45
 7. Which of the following preference brand to purchase water purifier?

Brands Respondents Percentage

Aquaguard 06 10.00%

Kent 36 60.00%

Pureit 12 20.00%

Nakasa 03 05.00%

Other. 03 05.00%

Total 60 100.00%

5% 10%
20% Aquaguard
Kent
Pure
Pure-it
60% Nasaka
Other

Interpretation :

The above table shows majority (60.00%) of respondent's preferred kent is

the first choice for water purifier. Water purifier like Aquaguard and Pure-it
Pure both
(20% each) are the second choice.

46
 8. Source of Information :

Buyer is exposed to many external and

and internal stimuli's that helps in
decision making it is very important to know from whom they come to know about
the product knowing the source of information is important for the study of buyer
behaviour.

Source/Media No. of respondents Percentage

T.V. 35 58.33%

New papers/magazines 10 16.66%

Friends 05 8.33%

Dealers/Retailers 10 16.66%

Total 60 100.00%

16.66%

8.33% T.V.

58.33% Newspaper/Magazines
16.66%
Friends
Dealers/Retailers

Interpretation :

The table exhibits that most the respondents (58.33%) came to know about
the Kent Water Purifier through T.V. followed by the newspaper/Magazines,
Dealers/Retailers and friends with 16.66% and 8.33% respectively.

47
 9. Which is the most preferable type of water purifier ?

Response No. of respondents Percentage

Electrical 48 80.00%

Non-Electrical. 12 20.00%

Total 60 100.00%

20%

Electrical
Non--Electrical
80%

Interpretation:

The table revels that the majority of the total respondents (80%) are
expressed that they prefer electrical water purifier at home and 20% from it’s
prefer non-electrical
electrical water purifier at home.

48
 10. Who put the idea to purchase Kent water purifier ?

Decision Maker No. of Respondents Percentage

Wife 28 46.66%

Husband 21 35.00%

Husband & wife 11 18.33%

Total 60 100.00%

18.33%

46.67%
Wife
Husbund
35%
Both

Interpretation :
It is necessary to know the purchase of Kent water purifier in family it will
helpful for adverting majority of the respondents (46.66%) husbands with
discussion, indicating that there is no dominance of husbands in decision aid that
purchasing decision taken wives, 18.33% of respondents said that purchased
decision taken by both wife and husband the remaining 35% of respondents
confined that husband take decision.

49
 11.Which of the following factor you considered important while
purchasing Kent water purifier.

Factor No. of Respondents Percentage

Price 09 15.00%

Quality 06 10.00%

Purification 45 75.00%

Total 60 100.00%

15%

10%
Price
Quality
75%
Purification

Interpretation :

The table exhibits that most the respondents (75%) consider purification is
the main factor while purchasing Kent water purifier, 15% consider price the
main factor while purchasing Kent water purifier & 10% consider quality the
main factor while purchasing
purchasin Kent water purifier

50
 12. If non availability of Kent Water Purifier in the shop :
Non availability of Kent Water Purifier from the preferred shop, what will
be the position of buyer is as shown in below :

Preference No. of respondents Percentage

Try from another shop 30 50.00%

Go for another brand 20 33.33%

Postpone buying 10 16.67%

Total 60 100.00%

16.67%
50% Try for Another shop
33.33% go for another brand
Postpone buying

Interpretation :
The table revels that the majority of the total respondents (50%) are

expressed that they will try Kent Water Purifier from other shop 33.33%

respondents are interested to go to another brand if Kent Water Purifier is not

available and 16.66% of respondents are ready to postpone their buying

decision if their favourite brand is not available in the market.

51
 13. Do you think income level influence the buying behaviour ?

Brands No. of Respondents Percentage

Yes 51 85.00%

No 9 15.00%

Total 60 100.00%

15%

Yes
No
85%

Interpretation :
The table exhibits that most the respondents (85%) considered that the

income level influence the buying behaviour while 15% does not think so that.

52
 CHAPTER 9

FINDINGS, CONCLUSIONS AND SUGGESTIONS

Conclusion:

From the foregoing analysis the following findings are extracted:

1. The study reveals that majority of the respondents are aware of various
brands of water purifier.
2. The age group in between 31 years to 50 years accounts the highest 54.67
percent of the sample respondents.
3. Majority of respondents are having U.G. qualifications.
4. With regard to family size the study reveals that majority of the
respondents families are nuclear (consisting of less than five members)
5. Respondents who having income above Rs. 1, 50,000 are the major
buyers of water purifier product.
6. T.V. media is the important source of information since majority of the
respondents are aware about water purifier through this media.
7. Almost all the sample respondents prefers branded products and if their
favorite brand is not available in the one retail store they will go another store and
their favorite brand is not available in the market respondents are ready to postpone
their buying decision.
8. With regard to decision maker the study reveals that majority of the
respondents said that purchasing decision taken by the wives, followed by both
wife and husband with discussion.

53
Suggestion

The following suggestions are offered to water purifier companies based on

the conclusions drawn from the research study:

1. Companies have to increase the awareness level in buyers through print

media (news papers and magazines) and T.V. advertisement since it is one of main
sources of awareness and majority of the respondent’s family’s high income and
educated people.

2. Even till date, majority of the Indian housewives feeling that the water
purifier is not a necessary product, so companies have to try to explain necessity of
the water purifier to trigger primary demand.

3. Quality and brand name are two important factors which are considered
while purchasing a home appliances product. Hence companies have to provide
quality and they have tried to build brand name.

4. Message should emphasize product attributes of durability, better service

of the water purifier and reliability.

5. Brand differentiation should be created by emphasizing distinctiveness of

durability and quality.

6. After sales service and guarantee period should be emphasized by dealers

and company sales force.

54
 BIBLIOGRAPHY

1) Marketing Management Philip Kotler

2) Marketing Principle and Techniques Thakur

3) Marketing Principle and Practice S. A. Chunawala

4) Modern Marketing R.S.N. Pillai

5) Modern Marketing S. A. Sherlekar

WEBSITES

www.Yahoo.com

www.google.com

www.indiantelevision.com

www.researchandmarkets.com.

55
 ANNEXURE
QUESTIONNAIRE FOR THE SURVEY
Name :- ____________________________________________
Address :- ________________________________________________
Gender :- Male Female
Age :- _______________________
Job Profile :- _______________________
Qualification :- _______________________
1. How many members in your family?
a) Less than 5 b) 5 to 8 c) more than 8
2. Do you use water purifier?

a) Yes b) No.

3. Do you think of having water purifier in your home ?

a) Yes b) No.
4. Why do you think water purifiers are necessary ?

a) Bacteria & virus free water b) Disease free health

c) Unnecessary mineral remover d) If other, please specify………………

5. Are you aware of different water borne diseases? a) Yes

b) No.
6. Do you think some important bacteria and minerals are lost by using
purifiers?

a) Yes b) No.

56
7. Which of the following preference brand to purchase water purifier?

a) Aquaguard b) Kent c) Pureit

d) Nakasa e) Other.

8. Source of information :

a) T.V. b) News papers/magazines

c) Friends/relatives d) Dealers/Retailers e) Other.

9. Which is the most preferable type of water purifier ?

a) Electrical b) Non- Electrical.

10.Who put the idea to purchase Kent water purifier ?

a) Husband b) Wife c) Husband & Wife.

11.Which of the following factor you considered important while

purchasing Kent water purifier.

a) Price b) Quality c) Purfication.

12.If non availability of Kent Water Purifier in the shop :

a) Turn to another shop b) Go for another brand c) Postpone buying.

13.Do you think income level influence the buying behaviour ?

a) Yes b) No.

57