STUDY ON THE DEMAND FOR EUREKA FORBES-AMRIT WATER PURIFIER IN RURAL MARKET

PRESENTED BY GROUP-3

INDUSTRY
Pure and safe drinking water has always been a necessity Indian water purifier industry has witnessed an exponential growth of 22% CAGR Improving demand Expanding production capacity Increasing awareness for safe drinking water The three principal players today are Eureka Forbes, KENT RO and Ion Exchange

INDIAN RURAL MARKET

72 percent of Indian population lives in rural areas 50 percent of the sales FMCG and Durable companies come from the rural areas Rise on consumer market in India Improvement in rural literacy levels Large untapped market

FACTORS INFLUENCING THE RURAL CONSUMER BEHAVIOUR

Socio-economic environment of the consumer Education/literacy level Occupation Exposure to urban lifestyles and media Involvement of others in the purchase decision Marketers effort to reach out the rural markets

RESEARCH PROBLEM
The rural consumers have been displaying vast buying behaviour. The factors influencing the buying decision in rural segments differ from place to place. This study attempts to study on the consumer behaviour in Anekal market where Eureka Forbes intends to penetrate

RESEARCH OBJECTIVE
The objective is to make a study on the demand for the product Amrit water purifier of Eureka Forbes in the rural market Anekal. In order to make a study on the demand for the product, the marketer should understand the factors influencing the buying behaviour of the rural consumers in Anekal.

HYPOTHESIS
The null hypothesis for the influencing factors considered: H1: there is no significant influence of the socioeconomic factor on the demand for the product H2: there is no significant influence of the educational factor on the demand for the product H3: there is no significant influence of the occupation factor on the demand for the product

CONTD
H4: there is no significant influence of the exposure to urban lifestyles and media on the demand for the product H5: there is no significant influence of the involvement of others in the purchase decision on the demand for the product H6: there is no significant influence of the marketers effort to reach out the rural markets on the demand for the product

METHODOLOGY
A descriptive research has been carried out to describe the data and the characteristics about the observations, seeking better understanding about the buying behaviour of the rural consumers. Data was collected using questionnaire comprising of the consumers demographic profile and questions.

DATA ANALYSIS
Correlation test will be conducted to verify if there exist a significant relationship between the dependent and the independent variables. ANOVA will be conducted to validate and get the values for regression model Regression analysis will be done to determine the coefficients of correlation in order to understand to what extent each factor influences the dependent variable demand for the product.

VARIABLES
INDEPENDENT VARAIBLE :1. Educational Level 2. Occupation. 3. Monthly Income. 4. Buying Decision 5. Visit to City. 6. Exposure to Media. 7. Type of Selling. DEPENDENT VARIABLE :- Demand for the product.