ISSUE :2 (January) ISSN : 2347 9558

IJAMCE
INTERNATIONAL JOURNAL FOR ADMINISTRATION IN MANAGEMENT,
COMMERCE AND ECONOMICS

A Study on Consumer Satisfaction towards Post Purchase Services Given to

Consumer of Aquaguard and Pure it

Arvind Pusadkar

MBA Programme
(2012-14)
Department of Business Administration and Management
Sant Gadge Baba Amravati University Amravati
arvindmishra1000@gmail.com

ABSTRACT:
Now a day the market is now mostly consumer driven. Consumer has given many options to
decide also. The study throws light on various features that the manufacturer should concentrate
on to attract the prospective buyers. The purpose of this research is to investigate the consumer
satisfaction, the level of satisfaction, satisfaction measurement and competitive analysis towards
the Aquaguard and Pure-it water purifier. A descriptive study was conducted in Amravati to
achieve the objectives. In total 200 respondents filled a well-structured questionnaire. Results
reveal that the dimensions which influence the satisfaction level of customers are: product
quality, price & size. Further results show that there is a significant relation between the brand
name and the preference of customers. Hence, it has been recommended that the company should
focus on brand awareness, proper supply & distribution of the product. In order to increase
customer satisfaction and drive them to be brand loyalists, manufacturer is encouraged to
develop aggressive marketing programs.

KEYWORDS: Customer satisfaction & expectation, customer preference, product quality,

analysis of the product.

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ISSUE :2 (January)
INTRODUCTION:
Today, in India, around 500,000 children
under five years of age die each year due to
waterborne diseases like diarrhea; 75 per
cent of Indias rural populate on does not
have access to safe drinking water and over
80 per cent of diseases and 33 per cent of
deaths are caused primarily due to unsafe
drinking water.
Indian water purifier industry is on
overdrive. The rapid urbanization and
excellent growth in the middle class
population due to good economic condition
has created a stupendous upsurge in water
purifier industry in India. Total market for
water purifiers in India is valued at INR 9
billion in 2009 and is expected to grow
significantly in near future. Market
comprises of three segments Ultra Violet
(UV) based Purifiers, Reverse Osmosis
(RO) purifiers and storage / resin based
purifiers.
Roughly 80% of diseases in India are caused
by water borne microorganisms. This is true
in rural as well as urban India. However,
consciousness of health risks linked to
unsafe water is still very low among the
rural population. In comparison, the urban
India is definitely more health conscious and
understands the necessity of purifying water
before it is fit for consumption. Even so, it is
estimated that roughly 7% of urban Indians
use non manual water purifiers. More
Indians need to become aware of the
importance of installing drinking water
purifiers.
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
www.ijamce.org (C) International Journal For Administration in Management, Commerce and economics [93-97]
ISSN : 2347 9558
cities, towns, educational institutions,
hospitals, heavy industries etc. so, to
conduct a research on the usage and effect of
water purifiers is inevitable, as frequent
assessment is a much-needed thing for more
innovations and inventions.
LITERATURE REVIEW:
It is estimated that around 80% of urban
dwellers do not purify tap water. Many of
them are from the lower income strata and
cannot afford UV or reverse osmosis water
purification systems. They are the potential
buyers of economical but effective chemical
purifiers. This is the market that Eureka
Forbes and Hindustan Unilever are tapping
aggressively. Chemical based purifiers,
Aquasure and Pureit, together account for
20% of water purifiers sold. Both are
becoming increasingly popular because they
are effective and affordable. The two brands
are reported to be growing at 100 percent
per annum. Also, they do not run on
electricity and are ideal for locations where
power supply is unpredictable. Neither do
they demand continuous water supply.
Power and water are still scarce even in
urban India.
Research Problem:-
India is going through the waterborne
diseases like diarrhea; 75 per cent of Indias
rural populate on does not have access to
safe drinking water and over 80 per cent of
diseases and 33 per cent of deaths are caused
primarily due to unsafe drinking water.
Water purifiers gain more importance after
1995, when the economic development took
place and people grew more conscious about
the health and safety. Now a days there is a
need of after sales services for the safety
purpose. And there are various problems
arise in post purchase services given to
consumer, why and what are these problems
arise in post purchase service given to
ISSUE :2 (January) ISSN : 2347 9558

consumer of water purifier will be studied 3. The study will be help to new
by researcher. So, the researcher has customers to purchase water
selected a topic of the study, A Study on purifier from the best
Consumer Satisfaction towards Post service provider.
Purchase Services Given to Consumer of
Aquaguard and Pure it 4. Outcome of research can be
used for publication purpose
SCOPE FOR FURTHER in various journals.
RESEARCH
Limitation of the study:-
Water purifier industry is the fastest growing
1. The study will be limited to
industry in India. For this reason so many
academic purpose only.
companies are also entering into this market
segment. The study will be helps to the 2. The time constraint will be a
company to know customer needs and wants major problem.
from water purifier. The study will be helps
to analysis which company is the best 3. The study will be limited to
service provider. The study will helps to Amravati City.
consumer to buy which water purifier and
from who get the better services. 4. Data will may or may not be
Authenticate.
Research Objectives: The key
objectives of the study are: Research Methodology:-
Research methodology will appear in
1. To study the consumer needs and context with the research design
expectation towards water purifier. sampling. Data collection sources of
data and description of research tools.
2. To study the consumer post-
purchase behavior regarding water purifier.
6.1 Sources of Data
3. To study level of satisfaction of collection:-
consumer regarding post purchase activities.
a. Secondary Data:-
Utility of the study:- The secondary sources consist of
readily available and already
Researcher will study on A Study on compiled statistical statement
Consumer Satisfaction towards Post reports whose data may be used
Purchase Services Given to Consumer of by researcher for the study.
Aquaguard and Pure it. Researcher will use following
sources for the study
1. The study will be helpful to
1. Books
company to know the
2. Newspapers
customers needs and wants.
3. Journals
2. The study will be helpful to 4. Internet
company to know the b. Primary Data:-
customer satisfaction about Primary data will be
their product and services. collected through

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ISSUE :2 (January) ISSN : 2347 9558

questionnaires from the for more than 8 years. Although maximum

owners of Aquaguard and people are satisfied with the product but still
Pure it. there is a pinch of dissatisfaction among
6.2 Sample Universe:- some of the consumers. But the ratios of
Sample universe will be these people are negligible.
owner of the Aquaguard and The survey has showed and proved that Pure
Pure it. IT of HUL is competing with Eureka
Forbes. Moreover my survey has showed
that most of the people are using Aquaguard
6.3 Sample unit:- and Pure-It water Purifier in their work
Respondents are limited to place as well as in their homes.
owners of Aquaguard and
Pure it in Amravati city.
6.4 Sample size:-
The sample size of the study
will be 200 respondents.
BIBLIOGRAPHY:
6.5 Sampling
Books:-
Technique:-
Convenience sampling C. R. Kothari; Research
technique will be use for Methodology, Second
selecting users or respondents Revised Edition
for the purpose of study. (2004), New Age
International (P)
Limited, Publishers,
CONCLUSION: New Delhi.
Through this study we understood the
Schiffmsn, Kanuk and
various perceptions of different respondents
Kumar; Consumer
towards Aquaguard and pure-it. We also
Behavior, Tenth
found out how much they were satisfied
Edition.
with the overall quality & service of the
product. The customers expectation from
the various segments and the problems faced Websites:-
by them were identified. I had conducted the www.articlesnatch.c
market survey in the Amravati city with 200 om
respondents. I had chosen the product
named Aquaguard and Pure-It because www.eurekaforbes.
nowadays people are very cautious about com
their health these days and are very www.pureitwater.co
particular about their drinking water. In such m
a scenario most of the people are using
water purifier. Journals:-
After the survey I came to a solution that the
International Journal of
people of Amravati are very much aware of
Applied Research and Studies
the Aquaguard and Pure-It water purifier
Research Article ISSN 2278
and maximum of them are satisfied with the
9480;
product. I came across some people who are
using Aquaguard and Pure-It water Purifier

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ISSUE :2 (January) ISSN : 2347 9558

Topic: - Customer Forbes: A Research

Satisfaction and Expectation Conducted in Kolkata.
towards Aquaguard of Eureka Author: - Debarun Chakraborty

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