A

Research Report On
PERCEPTION OF PEOPLE TOWARDS WATER PURIFIER - A STUDY OF KATNI CITY

MASTER OF BUSINESS ADMINISTRATION (2007-2008) GUIDED BYProf. Jay Kumar Dewangan

SUBMITTED BYSanjeevani Shesh MBA 2ND SEM

ROLL NUMBER-5053607087

DISHA INSTITUTE OF MANAGEMENT AND TECHNOLOGY RAIPUR (C.G)

DECLARATION
I here by declare that research report entitled PEOPLE PERCEPTION TOWARDS WATER PURIFIER is a genuine work done by me and all information collected is authentic to the best of my knowledge and is result of my own research work and the same has not been previously presented in this University.

PLACE: Raipur DATE:

NAME:SANJEEVANI SHESH

MBA-2ND SEM SECTION C

ACKNOWLEDGEMENT
During the course of my project, there are several people who have directly or indirectly co-operated and guided me whenever and where ever it was necessary and shared our hardship. Without there help this project would not have come in to existence. I would like to take this opportunity to thank form the depth of my heart, each and everyone . I acknowledge my sincere gratitude to Prof Jay Kumar Dewangan faculty of DIMAT Raipur who guided me to conduct this study. I would also like to thank him for his valuable guidance, cooperation and support at each and every stage of this research project. My heartiest gratitude to all my Teachers for helping me, and developing my skills by encouraging me all the time for study and project work. I thank all my respondents, and my friends who were kind enough to provide necessary data required for the study. I also thanks my parents who helped for successfully completion of this project.

Place: Raipur Date:

PREFACE
Today the business environment is rapidly changing in this competitive environment the popular trend is also striving for maintaining its positions therefore it become essential for the companies that they should know about their preference & taste. Regarding a particular product it is of almost necessary to know the level of customers satisfaction to the value offered by the company in case of dissatisfactory result it is essential to as certain whether the dissatisfaction is for entire product or part of it is and what value do the customers expect from it? The research will provide the relevant information to the organization about people perception towards branded water purifiers. The research work is sincere effort to find out the ultimate requirement of customer for the betterment of research as well as the organization.

TABLE OF CONTENTS
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CERTIFICATE DECLARATION ACKNOWLEGDEMENT PREFACE

I II III IV

CHAPTER (I) Introduction

1 1.1 What is Water Purifiers? 2 2 3 1.2 Consumers Behavior 1.3 Factors Affecting Consumer Behavior Social And Cultural Influence 4 Specific Social Influence 4

1.3.1 1.3.2

CHAPTER (II) Research Methodology

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 11 Review of Related Literature Statement of the Problem Purpose of the Study Objectives Universe Sample Sampling Method Data Collection Questionnaire Statistical Technique Delimitation 13 13 13 14 14 15 15 16 16 16 17

CHAPTER (III) Analysis and Interpretation of Data CHAPTER (IV) Findings and Limitations SUGGESTIONS BIBLIOGRAPHY APPENDIX

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CHAPTER 1

INTRODUCTION

1.1 WATER PURIFIERS

According to Indian mythology, human body is made up of air, water, fire, earth and sky. But, the thing on which the human being is most dependent, after air is water. Water is that essential element in the absence of which existence of life is not possible. Although 78% of earth is occupied with water but the amount fit for consumption is very little. In todays world of globalization and industrialization, the pollution of water is a very dangerous aspect haunting the mankind. So, after many years of scientific research, many institutions came with an innovation called water purifiers. Water purifiers usage is rapidly increasing in big cities, towns, educational institutions, hospitals, heavy industries etc. So, to conduct a research on the usage and effect of branded water purifiers is inevitable, as frequent assessment is a much-needed thing for more innovations and inventions.

1.2 CUSTOMER BEHAVIOUR

Behaviour is a mirror in which every one shows his or her image. Behaviour is a process of responding to stimuli. Consumer behaviour is to do with the activities of individuals in obtaining and using the goods and services. It encompasses the decision making process that precedes and determines purchases. In the words Prof. C.G. Walter and Prof. G.W. Paul it is The process where by individuals decide whether, what, when, where, how and from whom to purchase goods and services. Consumer or Customer behavior is all the psychological, social and physical behavior of potential customers as they become aware of evaluate, purchase, consume and tell others the products or services.

CUSTOMER SATISFACTION
The liberalization and globalization of Indian economy has taken place almost a decade ago, the focus point in any organization is Customer satisfaction. The phase such as Customer is king in our business, service to customer is service to god are no more a myth but turned out to be a reality. Customer satisfaction is the base of any business expansion because of the stiff competition prevalent in the market.

Whether the buyer is satisfied after the purchase depends on the offers performance in relation to the buyers expectation. In general; satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance ( or outcome) in relation to his or her expectation. As this definition makes clear, satisfaction is a function of perceived performance and expectation. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations the customer is satisfied.

IMPORTANCE OF UNDERSTANDING CUSTOMER MOTIVE

Management is the specific and distinguishing organ of any and all organization. There is or there must be one right organization. The organization that fits the task is to lead people and the goal is to make productive the specific strength and knowledge of each individual. - Peter Drucker. The process of mobile liberalization bought the issue of customer focus to the fore front towards getting closer to the customer in the identified market segment with well defined

characteristics, operators are establishing strategic business units. We are able to witness attempts by public as well as private sector. Now a day there is a need for customer focus. The customer choice and awareness has been increasing tremendously during this decade. The development of information technology and media revolution, besides hectic competition for services provided by operators, as market became increasingly competitive customers can now immediately go else where if they dont get what they want. Continuous improvement gaining the competitive edge increased market share, higher profits none of these things is possible unless business can find new ways of maintaining the loyalty of existing customers. Customer focus is the ability to provide predictably positive experiences that consistently meet or exceed the customers expectation. Customer focus should be managed by moments of truth. A moment of truth refers to any episode or any incident when a customer comes into contact with any aspects of the service offered and on the basis of the contact forms an opinion about quality of the service and the quality if the product offered. Customer behavior can be formally defined as; the acts of individuals directly involved in obtaining and using economic goods and services including the decision processes that precede

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and determine these acts. The underlying concepts of this chapter from a system in which the individual is the core, surrounded by an immediate and wider environment that influences his or her goals. These goals ultimately satisfied by passing through a number of problem solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice.

FACTORS

INFLUENCING

CONSUMER

BEHAVIOUR
1.3.1 Social and Cultural Influences

Culture is learned behavior that has been passed down over time, reinforced in our daily lives through the family unit and through education and religious institutions. Culture influences, therefore, are powerful ones and if the company does not understands the culture in which the particular market operates it can not hope to develop products and market them successfully. It is important to recognize that culture although immensely powerful is not fixed forever. Change in culture tends to be slow and not fully assimilated until a generation or more has passed.

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1.3.2.

Specific social influences

Social class This is the most prominent social influence. Traditionally, one of the chief determinants of social class was income. Since pay structures have altered a great deal in terms of the lower C2, D, and E categories moving more towards levels previously enjoyed by higher A, B and C1 categories over the past 30 years or so, classification of consumers on the basis of lifestyle is becoming more meaning today.

Reference groups
This can be described as group of people whose standards of conducts of mould an individuals dispositions, beliefs and values. This group can be small or large. Reference groups can range from the immediate family to the place of work. They can also be found in a persons social life. An individual is unlikely to deviate too far from the behavioral norms led down by the members of a club or hobby group. Reference group, but it does state that individualism

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cannot exist within a group, but it does suggest that even rigid independent thinkers will at least be aware of what is considered normal within a group.

Motivation Marketers are interested in motivation when it relates to purchasing behaviour. This behaviour relates to the motive for wishing to posses the goods or services in question, and it has been termed goal-related behaviour. It can, therefore, be seen that a number of motives might be at play when making a purchaser decision some motives stronger than others and the final decision might be a compromise solution. Perception Unlike motivation that requires a reaction to a stimulus, perception relates to the meaning that is assigned to that stimulus as marketers are interested in how buyers perceive and react to products in relation to such matters as quality, aesthetics, price and image, since products not only exist in partial terms but also how they are perceived by consumers in relation need satisfaction. This

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perception by buyers is affected by the nature of the product itself, by the circumstances of the individual buyer and by the buyers innate situation in terms of how ready they are to make the purchase in terms of needing it at a particular point of time . Attitude Our strongest basic attitudes are implanted in our formative years and these come largely from the influence of our close family group and other social interaction. More refined attitude develops later. In marketing terms, the sum total of our attitudes can be regarded as a set of cognitions that a potential buyer has in relation to a potential purchase or purchasing environment. This is why certain stores or companies go out of their way to engender favorable attitude and it is why manufacturer seek to induce loyalty towards their particular brand or product.

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Learning In the context of marketing, learning is a result of information received through advertising or other publicity or through some reference group or other. In order to have an effect on motives or attitudes, marketing effort should associate the product with positive drives and reinforcing messages.

CHAPTER 2

RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Research methodology is a way to solve systematically the research problem. In it, the researcher studies the various steps that are generally adopted in studying research problem along with the logic behind them. It is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem. Thus, when a researcher talks of research methodology; he not only talks the of research methods but also considers the logic behind the methods he uses in the context of his research study and explains why he is using a particular method or technique and why he is not using others so that research results are capable of being evaluated either by the researcher himself or by others. The research methodology adopted in this project is as follows:1. Defining the research objectives.
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2. 3. 4. 5.

Preparing the research designing. Implementation of research design. Data collection. Preliminary data.

2.1 REVIEW OF RELATED LITRATURE

Review of related literature means researcher should undertake extensive literature survey connected with the problem. For this purpose, the abstracting and indexing journals and published or unpublished bibliographies are the first place to go to. Academic journals, conference proceeding, government reports books etc. must be tapped depending on the nature of the problem. In this process, it should be remembered that one source will lead to another. The earlier studies, if any, which are similar to the study in hand, should be carefully studied. A good library will be a great help to the researcher at this stage. Humans have been storing and distributing water for centuries. Before, when people lived as hunters/ collectors, river water was applied for drinking water purposes. When people
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permanently stayed in one place for a long period of time, this was usually near a river or lake. When there were no rivers or lakes in an area, people used groundwater for drinking water purposes. This was pumped up through wells. When the human population started growing extensively, the water supply was no longer sufficient. Drinking water needed to be extracted from a different source.

About 7000 years ago, Jericho (Isral, figure 1) stored water in wells that were used as sources. People also started to develop drinking water transport systems. The transport took place through simple channels, dug in the sand or in rocks. Later on one also started using hollow tubes. Egypt used hollow palm trees and China and Japan used bamboo strunks. Eventually one started using clay, wood and even metal. In Perzia people searched for underground rivers and lakes. The water went through holes in rocks into the wells on the plains. Around 3000 B.C., the city of Mohenjo-Daro (Pakistan) used a very extensive water supply. In this city there were public bathing facilities with water boiler installations and bathrooms. In ancient Greece spring water, well water, and rainwater were used very early on. Because of a fast increase in urban population, Greece was forced to store water in wells and transport it to the people through a distribution network. The water that was used was carried away through sewers, along with the rainwater. When
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valleys were reached, the water was lead through hills under pressure. The Greek where among the first to gain an interest in water quality. They used aeration basins for water purification. In 1827, the Englishman James Simpson built a sand filter for drinking water purification. Today, we still call this the number one tribute to public health.

2.2 STATEMENT OF THE PROBLEM

Perception of people towards Water Purifier- a Study of Raipur City

2.3-PURPOSE OF THE STUDY

To Study the Perception of people towards Water Purifier in the city of Raipur

2.4 - OBJECTIVE OF THE STUDY

i.

T o find out the awareness regarding water purifier among the people

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ii.

T o find out the most important source through which people came to know about the water purifier. T o find out the most preferred of water purifier in Raipur city.

iii.

2.5 UNIVERSE.
Population refers to the total of items about which information is desired. The attribute that are the object of study are referred to as characteristics and the units possessing them are called as elementary units. The aggregate of such units is generally described as population. Thus, all the units in any field of inquiry constitute universe and all elementary units constitute population. The population can be finite and in finite. The population is said to be finite if it consists of a fixed number of elements so that it is possible to enumerate it in its totality. An infinite population is one in which it is theoretically impossible to observe all the elements. The population is specific group of people, firms, conditions; activities etc. which forms the pivot of research for developing and using a sample. It becomes primary duty of a researcher to define the population from which he draws the sample. Population To achieve this objective, the city of Raipur was selected.
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2.6 SAMPLE.
The sample is the representative unit of population. The researcher has taken the consumer as sample for this research. Since in this research the researcher has collected the sample according to his own convenience, so the sample is convenient sample (i.e. non probability sampling) and the sample size of the research is 100. 2.6.1 Size of Sample This refers to number of items to be selected from the universe to constitute a sample. The size of the sample should neither be excessively large, nor too small. It should be optimum. An optimum sample size is one which fulfills the requirements of efficiency, representative ness, reliability, and flexibility.

2.7 SAMPLING METHOD.

Convenient Sampling Method was adopted by the researcher. In this method the sample units are chosen primarily on the basis of convenience to the investigator. In this type of sampling, items for the sample are selected deliberately by the researcher; his choice concerning the items remains supreme. In other words, under this sampling, the organizers of the inquiry purposely choose the particular unit of the universe for constituting a sample on the

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

2.8 DATA COLLECTION.

The task of data collection begins after a research problem has been defined. Researcher should keep in mind two types of data, primary data and secondary data. The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. The secondary data, on the other hand, are those which have already been collected by someone else and which have already been passed through the statistical process. Both primary data and secondary data were used in accomplishment of objective of the research.

2.9 QUESTIONNAIRE.
The term questionnaire refers to a self-administered process whereby the respondent himself/herself reads the questions and records his/her answers without assistance of an interviewer. Although the instrument is essentially question asking and data gathering tool. A questionnaire is more structured and standardized. The questionnaire consists of a number of questions printed or typed in a definite order on a form or a set of forms. This method of data collection is quite popular in case of big enquiries.

2.10 STATISTICAL TECHNIQUE.

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Statistical Method & Technique of Central Tendency was used by the researcher in the analysis of the data in his research. Percentage refers to a special kind of ratio. Percentages are used in making comparisons between two or more series of data. Percentages are used to describe relationships. Percentages can also be used to compare the relative terms, the distribution of two or more series of data. Measures of Central Tendency tell us the point about which items have a tendency to cluster. Such a measure is considered as the most representative figure for the entire mass of data. Measure of Central Tendency is also known as Statistical Average.

2.11 DELIMITATION There is some specific delimitation in the study. They are:1.

The generalization of data is subjective to the population of Raipur city.

2. The generalization of finding is subject to the accuracy of data provided by the respondents 3. Close ended questions used in the questionnaire were answered comfortably by the respondents.

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CHAPTER 3

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DATA ANALYSIS

ANALYSIS AND INTERPRETATION OF DATA

1. GENDER GENDER MALE FEMALE NO. OF RESPONDENTS 46 54 PERCENTAG E 46% 54%

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46% 54%

MALE FEMALE

Interpretation:Majority of the respondents i.e., 54% are females.

2. MARITAL STATUS MARITAL STATUS MARRIED UNMARRIED NO. OF RESPONDENTS 77 23 PERCENTAG E 77% 23%

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23% MARRIED UNMARRIED 77%

Interpretation:Majority of the respondents i.e., 77% are married. 3. EMPLOYMENT STATUS EMPLOYMENT STATUS EMPLOYED UNEMPLOYED NO. OF RESPONDENTS 67 33 PERCENTA GE 67% 33%

33% EMPLOYED UN EMPLOYED 67%

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Interpretation:Majority of the respondents i.e. 67 % are employed which depicts the income level. 3. NATURE OF FAMILY

NATURE OF FAMILY NUCLEAR FAMILY JOINT FAMILY

NO. OF RESPONDENTS 84 16
16%

PERCENTAG E 84% 16%

NUCLEAR JOINT 84%

Interpretation:Majority of the respondents i.e., 84% have nuclear family.

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4. Awareness of the people about the water purifiers. Awareness Yes No No. Of respondents 92 8 Percentage 92% 8%

8%

yes no

92%

Interpretation:Majority of the respondents i.e., 92% are aware about the Water purifiers.

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5. Awareness People of about the different varieties of water purifiers. Awareness about varieties Two Four More than four Dont know No. Of respondents 66 23 2 9 Percentage 66% 23% 2% 9%

Awareness about different varieties

9% 2% 23% 66% two four more than two dont know

Interpretation: - Majority of the respondents i.e. 66% are aware of two brands of water Purifiers. 6. Perception of people about the price of the water purifiers

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17% 38% EXCESSIVE REASONABLE DIFFICULT TO SAY 45%

Interpretation:Majority of the respondents i.e. 45% feel that the price Is reasonable 7. Most preferred water purifier

MOST PREFERRED BRAND AQUA GUARD ZEROB OTHERS TOTAL

NO. OF RESPONDENT 42 11 12 65

PERCENTAGE 65% 17% 18% 100%

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brand prefred
70 60 50 no. of responden 40 30 t 20 10 0

prefered brand no. of respondent

aquaguard zeroB others

brands

Interpretation:Majority of the respondents i.e. 65% prefer aqua Guard water purifier.

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CHAPTER 4

CONCLUSION

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Findings
The female respondents as per the data collected is 54% who prefer water purifiers for safe drinking water in order to protect their family from diseases. The employed percentage i.e. 67% is more compared to unemployed, which shows the income level and the high usage of purifiers. Nuclear families use water purifiers the most as compared to joint families. Joint families use traditional way of water purification i.e. boiling the water. But nuclear families are more time conscious thus use water purifiers. Awareness of people towards safe and pure drinking water is 92% .so this shows the work of media which has created an environment for safe drinking water. As per this study Aqua guard, Eureka Forbes, aqua fresh, Zero B, Kent, Wipro, are the preferred purifiers. Amoung these aqua guard is most preferred by 65%

As per the study water purifiers gain more importance after 1995, when the economic development took place and people grew more conscious about the health.

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Preference of people towards branded purifier is more but many a times due to cost or high price of brands, the usage of purifiers are neglected. Age group from 15-45 yrs has responded in the same manner, as per their response pure, safe water is necessary for children as well as for adults.

LIMITATIONS

Limitation of time

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I have completed the research in time inspite of all the difficulties, if the time is short ,it is quite possible that one cannot collect sufficient data and have to depend upon the secondary data whose reliability is some time doubtful. Limitation of consumers behavior Very often consumers do not express their true feelings. In such cases their habits preference practice cannot be assessed correctly. Limitation of economic conditions Earnings of customers in Raipur is comparatively low, people do not prefer use of branded purifiers and thus to search for users was a very difficult task.

SUGGESTIONS

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There are still efforts needed to make people aware about the water purifier. More varieties of water purifier should be introduced in the city so that the people may get a chance of option to choose. Water Purifiers Companies must provide after sale service to their customers. Companies shall introduce or increase the range of their product in respect of price so that a lower middle class people may also afford to have water purifier.

There should be a temperature control device in the purifiers. Media must attempt to make rural areas aware about the water purification.

BIBLIOGRAPHY

1. Kotler Philip, Marketing Management , edition 11th

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2. Kothari C.R , Research Methodology , edition 2005 3. www.eurekaforbes.com

Appendix

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Questionnaire
Dear Sir/Madam, I am conducting a survey entitled Perception of People towards Water Purifiers A Study of Raipur City which is a part of my academic curriculum. I need your help in this study. Kindly provide me your valuable opinion by filling this questionnaire. The information obtained by this questionnaire will be kept strictly confidential and will be used for academic purpose. Sanjeevani Shesh MBA-2nd Sem. Disha Institute Of Management and technology Raipur (C.G)

PART-A
1. Age o 15-25 o 25-35 o 35-45 o 45& above 2. Gender: Male [ ] Female [ ] 3.Marital Status: Married [ ] Unmarried [ ] 4. Educational Qualification: i. HSC [ ] ii. Graduate [ ] iii. Post Graduate [ ] iv. Others (Specify)_____________. 5. Employment Status: i. Employed [ ] ii. Unemployed [ ] 6. Monthly Income:______________________________ 7. Nature Of Family: i. Joint Family [ ] ii. Nuclear Family [ ]
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PART-B
1. Are you aware about Water Purifier?

Yes i. Two Yes

[ ] ii. Four [ ]

No

[ ]

2. About how many of water purifiers do you know?(Please Tick)

iii. More than four iv. Dont Know No [ ]

3. Do you use water purifier?

4. Which brand of water purifier do you have in your home? Specify______________________________________ 5. Which year did you purifier o 1950-1965 o 1965-1980 o 1980-1985 o 1995 till today 6. How did you get your water purifier? i. By Cash [ ] ii On EMI [ ] iv Any other way [ ] iii. By Gift [ ]

7. What do you feel about the price of the product? i. Excessive [ ] ii. Reasonable [ ] iii. Difficult to say [ ]
8. What is the performance of your product?

i. Excellent [ ]

ii. Good [ ]

iii. Satisfactory [ ] iv. Poor [ ]

9. Would you suggest others to purchase the brand of water purifier

which you have purchased? Yes [ ] No [ ] 10.What features do you think should be added for further improvement in the water purifiers? THANK YOU

A
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Research Report On
PERCEPTION OF PEOPLE TOWARDS WATER PURIFIER - A STUDY OF RAIPUR CITY

MASTER OF BUSINESS ADMINISTRATION (2007-2008) GUIDED BYProf. Jay Kumar Dewangan SUBMITTED BYSeema Samaddar
MBA 2ND SEM ROLL NUMBER-5053607093

DISHA INSTITUTE OF MANAGEMENT AND TECHNOLOGY RAIPUR (C.G)

DECLARATION
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I here by declare that research report entitled PEOPLE PERCEPTION TOWARDS WATER PURIFIER is a genuine work done by me and all information collected is authentic to the best of my knowledge and is result of my own research work and the same has not been previously presented in this University.

PLACE: Raipur DATE:

NAME
Seema Samaddar

MBA-2ND SEM SECTION C

42

Research Report On
PERCEPTION OF PEOPLE TOWARDS WATER PURIFIER - A STUDY OF RAIPUR CITY

MASTER OF BUSINESS ADMINISTRATION (2007-2008) GUIDED BYProf. Jay Kumar Dewangan SUBMITTED BYShraddha Shrivastava
MBA 2ND SEM ROLL NUMBER-5053607095

DISHA INSTITUTE OF MANAGEMENT AND TECHNOLOGY RAIPUR (C.G)

DECLARATION
43

I here by declare that research report entitled PEOPLE PERCEPTION TOWARDS WATER PURIFIER is a genuine work done by me and all information collected is authentic to the best of my knowledge and is result of my own research work and the same has not been previously presented in this University.

PLACE: Raipur DATE:

NAME
Shraddha Shrivastava

MBA-2ND SEM SECTION C

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