A STUDY ON RETAILERS’ PREFERENCES AND PERCEPTIONS

TOWARDS PACKAGED DRINKING WATER IN COIMBATORE CITY

(SPECIAL REFERENCE TO SABOLS PACKAGED DRINKING WATER)

Summer Project Report

Submitted to Bharathiar University in partial fulfillment
Of the requirements for the Degree of
Master of Business Administration

By
ARPAN KHARGA
Register No. 0835F1406
Under the guidance and supervision of
PROF. K.R.SENTHILVELKUMAR

JANSONS SCHOOL OF BUSINESS

Karumathampatti
COIMBATORE – 641 659
SEPTEMBER, 2009
 JANSONS SCHOOL OF BUSINESS
Approved by AICTE & Affiliated to Bharathiar University
Karumathampatti, Coimbatore-641659.
Ph: 0421-2336161 Fax: 0421-2334742 E-Mail : info@jsb.ac.in

BONAFIDE CERTIFICATE
This is to certify that the summer project entitled “A STUDY ON RETAILERS’
PREFERENCESAND PERCEPTIONS TOWARDS PACKAGED DRINKING WATER
IN COIMBATORE CITY” submitted to the Bharathiar University in partial fulfillment of the
requirement for the award of the Degree of Master of Business Administration is a record of
original and independent work done by ARPAN KHARGA during the period of study from
25/05/09 to 10/07/09 under my supervision and guidance and the thesis has not formed the basis
for the award of any Degree/ Diploma/ Fellowship/ Associateship or other similar title of any
candidate of any university.

DIRECTOR FACULTY GUIDE

Viva –voce held on _________________

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION

I, ARPAN KHARGA hereby declare that the Project Report entitle “ STUDY ON
RETAILERS’PREFERENCESAND PERCEPTIONS TOWARDS PACKAGED
DRINKING WATER IN COIMBATORE CITY (SPECIAL REFERENCE TO SABOLS
PACKAGED DRINKING WATER)” submitted to the Bharathiar University, in partial
fulfillment of the requirements for the award of the Degree of Master of Business Administration
is a record of original and independent research work done by me during the period of study
from “20 MAY to 20 JULY 2009” under the Supervision and Guidance of PROF.
K.R.SENTHILVELKUMAR and it has not formed the basis for the award of any
Degree / Diploma / Associate ship / Fellowship of other similar title of any candidate of any
University.

DATE: Signature of the student

 ACKNOWLEDGEMENT

First and foremost I would be grateful to ALMIGITY GOD for providing me strength to
complete the Project.
I would be grateful to express my sincere thanks to S.MOHAN, CEO of JANSONS SCHOOL
OF BUSINESS, COIMBATORE who providing me an opportunity to do the Project.
I would be deeply obliged to thank MR.N. SARAVANAN, GENERAL MANAGER of
SABOLS, COIMBATORE for providing me an opportunity to do the Project in his company.
I would be grateful to express my sincere thanks to PROF. K.R.SENTHILVELKUMAR
for his support and guidance to complete the Project.
I would be obliged to thank PROF. R.PALANISWAMY for his help in completion of the
Project.
Finally, I would be grateful to thank my LOVING PARENTS and FRIENDS for motivating
me in all aspects to complete the Project.
 TABLE OF CONTENTS
S No. CONTENTS PAGE No.
LIST OF TABLES vi
LIST OF CHARTS vii
EXECUTIVE SUMMARY viii

1.0 INTRODUCTION
1.1 Company Profile
1.2 Industry Profile
1.3 Need for study
1.4 Research objective
2.0 RESEARCH METHODOLOGY
2.1 Research Design
2.2 Research Instrument
2.3 Statistical Tools

3.0 REVIEW OF LITERATURE

3.1 Literature review
3.2 Limitations of study

4.0 ANALYSIS AND INTERPRETATION

5.0 FINDINGS AND RECOMMENDATIONS
5.1 General findings
5.2 Findings related to Retailers
5.3 Findings related to Dealers
5.4 Recommendations
6.0 CONCLUSION

BIBLIOGRAPHY
APPENDICES
 LIST OF TABLES

TABLE NAME Page No.

4.1.1 CATEGORY OF SHOP 21
4.2.1 STOCKING OF NON-SABOLS BRAND 23
4.3.1 RETAILERS’PERCEPTION ON CUSTOMER AWARENESS ON SABOLS 25
4.4.1 RETAILERS SATISFACTION ON TRADE MARGIN 27
4.4.2 SATISFACTION ON PROMOTIONAL SUPPORT 29
4.4.3 SATISFACTION WITH RESPECT TO DELIVERY 31
4.4.4 SATISFACTION WITH RESPECT TO CUSTOMER PREFERENCE 32
4.4.5 SATISFACTION WITH RESPECT TO CREDIT PEROID 34
4.5.1 FREQUENCY DISTRIBUTION ON SABOLS SUPPLY 36
4.6.1 PROMINENT DISPLAY INFLUNCES CUSTOMERS CHOICE 38
4.8.1 AWARENESS ON OTHER PRODUCT CATEGORIES 40
4.9.1 PREFERENCE SELLING OTHER PRODUCT CATEGORIES OF SABOLS 42
4.10.1 SALES OF MANGO BASED DRINKS 43
4.11.1 MONTHLY SALES VOLUME OF SABOLS IN CASES 45
4.12.1 RATING SABOLS AGAINST AQUAFINA 46
4.13.1 REASONS FOR SELLING SABOLS 47
4.14.1 BRAND RECOMMENDATION 48
4.15.1 BRAND DISPLAY 50
4.16.1 PREFERENCE RELATED TO THE SALES OF MANGO BASED DRINKS 52
4.17.1 54
4.17.2 55
4.18.1 DEALERS SATISFACTION LEVEL 56
4.19.1 DEALERS WEEKLY SALES VOLUME 58

LIST OF CHART

TABLE NAME Page No.

1.2.1 GROWTH OF BOTTLED WATER DEMAND IN INDIA 10
4.1.1 CATEGORY OF SHOP 22
4.2.1 STOCKING OF NON-SABOLS BRAND 24
4.3.1 RETAILERS’PERCEPTION ON CUSTOMER AWARENESS ON SABOLS 25
4.4.1 RETAILERS SATISFACTION ON TRADE MARGIN 27
4.4.2 SATISFACTION ON PROMOTIONAL SUPPORT 29
4.4.3 SATISFACTION WITH RESPECT TO DELIVERY 31
4.4.4 SATISFACTION WITH RESPECT TO CUSTOMER PREFERENCE 32
4.4.5 SATISFACTION WITH RESPECT TO CREDIT PEROID 34
4.5.1 FREQUENCY DISTRIBUTION ON SABOLS SUPPLY 36
4.6.1 PROMINENT DISPLAY INFLUNCES CUSTOMERS CHOICE 38
4.8.1 AWARENESS ON OTHER PRODUCT CATEGORIES 40
4.10.1 SALES OF MANGO BASED DRINKS 43

EXECUTIVE SUMMARY

The background of the study for Sabols, was carried out to find the retailers’ preferences and
perceptions towards packaged drinking water in and around Coimbatore city.
The main objectives of the study was to analyze the factors influencing the retailers purchase
decisions related to branded packaged drinking water and to identify the retailers’ satisfaction
level on Sabols sales support.
The research was descriptive in nature and the population consisted of both retailers and
distributors located in and around Coimbatore city. The sampling technique used was
convenience sampling and data collection is through questionnaire. The method used in the data
collection method was survey method. The study was conducted in and around Coimbatore city
for a period of 60 days. The study was also conducted to measure the Sabols distributors’
satisfaction on the service provided by the firm. Sabols have 4 distributors in and around the city.
There are 24 regional packaged drinking water and 4 MNC brands in Coimbatore.
 The finding shows that quality is the major factor for retailers to stock and sell a
particular packaged drinking water brands because it is the perceived quality which consumers
look for packaged drinking water. Retailers are satisfied with the trade margin because they get
more margin compared to MNC brands and delivery support provided by the company. Retailers
most preferred brand is Aquafina because of its brand name and quality. Sabols awareness
among the consumer should be more. They should focus more on advertisements through
newspapers and pamphlets. Hoardings in major places like railway station, bus stand and
theaters. The company should be different from its competitors so they should focus on
packaging. They should concentrate on existing product line in order to capture more market.
In some areas the distribution seems to be poor, so it is better the company should send their
own sales force. The company should concentrate on existing product line in order to capture
more market. The most sold mango drink brands are Mazza, Slice and Frooti.
Due to premium pricing strategy of Sabols Mango magic it failed to penetrate into the market.
Sabols can capture more market and built their brand name if they focus on their promotional
activities