A STUDY ON CONSUMER BUYING BEHAVIOUR OF

HERBAL DRINKING WATER

Project report submitted in partial fulfillment of the requirements for

the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

of
BENGALURU NORTH UNIVERSITY

By
RAKESH SIDDAPPA RAJUR
Reg No. 19MG503146

School of Management
KRISTU JAYANTI COLLEGE, AUTONOMOUS
Bengaluru - 560077
2020-2021
 SCHOOL OF MANAGEMENT
CERTIFICATE OF ORIGINALITY

This is to certify that the project titled A STUDY ON CONSUMER

BUYING BEHAVIOUR OF HERBAL DRINKING WATER is an
original study carried out by RAKESH SIDDAPPA RAJUR
19MG503146 and is being submitted in partial fulfilment of the
requirements for the award of the Master's Degree in Business
Administration of Bengaluru North University and approved by AICTE.
The Report has not been submitted earlier either to this University /
Institution or any other body for the fulfilment of the requirement of a
course of study.

Dr Joseph Charles Dr. M K Baby Rev Dr.Augustine

Guide School of Management George

Principal

Bengaluru
Date:
 CERTIFICATE OF PLAGIARISM CHECK

1 Name of the Student Rakesh Siddappa Rajur

2 Programme MBA

3 Register Number 19MG503146

4 Title of the Project Report A study on consumer buying behaviour

of herbal drinking water

5 Name of the Guide Dr Joseph Charles

6 Department School of Management

7 Acceptable Maximum Similarity 25%

8 Similarity of Content Observed 18%

9 Software Plagiarism Checker X

10 Date of Plagiarism Check 05-12-2020

Verified by
Signature of the System Administrator

Signature of the Student Signature the Guide

 DECLARATION

I, RAKESH SIDDAPPA RAJUR 19MG503146, hereby declare that

the project work entitled “A STUDY ON CONSUMER BUYING
BEHAVIOUR OF HERBAL DRINKING WATER” is an original study
carried out by me, under the guidance of
Prof DR. JOSEPH CHARLES.D
This project report has not been submitted earlier either to this University
/ Institution or any other body for the fulfillment of the requirement of a
course of study.

Signature
RAKESH SIDDAPPA RAJUR

Bengaluru
Date:
 ACKNOWLEDGEMENT

First of all, I thank God Almighty for all the uncountable blessings and
strength he had given for the completion of this work.

I am highly intended and thankful to Fr. Josekutty P.D,

Principal, Kristu Jayanti College for providing me an opportunity to do
this project, as part of the curriculum. I would like to express my sincere
thanks to Dr. Aloysius Edward, Dean,Commerce and Management, and
Dr. M.K. Baby, Head School of Management for their valuable guidance
and their sincere interest which involved me all through this venture.
Also, in successful bring out this research study, I am immensely grateful
to Dr.Joseph Charles.D Internal Guide for his help, constant guidance
and encouragement during the course of this research study. Without his
earnest supervision, expert advice and appreciation this work would not
have happened in its present form.

I would also like to thank Mr. Prashanth Lingadal. Managing Director,

Shivasangam Foods and Beverages and External Guide for his constant
support, co-operation and timely direction. I express my sincere thanks to
the staff at Shivasangam Foods and Beverages, for being a great support
in providing the necessary information and guidance.

Last but not least, I would like to thank my parents as well as my friend
from the bottom of my heart for their continuous help and encouragement.

RAKESH SIDDAPPA RAJUR

19MG503146
 ABSTRACT

The primary aim of the study is investigating consumer perception

towards herbal drinking water. The present invention relates to multi-
purpose herbal healthy drinking water which is having enormous health
benefits, nontoxic and free from any side effects. The invention further
relates to the packaged healthy herbal drinking water. Herbal water is as
auspicious as scientific and better for health for all age group members
for avoiding internal as well as external diseases. Consuming daily Tulsi
water in spite of plane water one can gain several benefits and it’s very
cheaper and looks like ordinary water but works more realistic.

This research analysis consists of how herbs infused water influence on

consumer buying behaviour of packaged drinking water and Change in
the characteristics of water i.e, the flavour of water with health benefits
impact the consumer buying pattern and their preference.
 TABLE OF CONTENTS

Chapter Page
Particulars
No. No.

1. Introduction 1

1.1 Introduction to Infused water 2-9

1.2 Infused Water Market: Drivers, Restrictions, and Trends: 9 – 11

2. Review of Literature & Design of the study 12

2.1 Review of Literature 13 – 21

2.2 Statement of the problem 21

2.3 Objectives 22

2.4 Hypothesis 23

2.5 Research methodology 23 – 24

3. Organizational Study 25

3.1 Introduction to Organization 26 - 29

3.2 Organization Structure: 30 – 33

3.3 SWOT Analysis 34

4. Results, Analysis and Discussions 35 – 48

5. Summary of Findings, Conclusions and 49

Suggestions
5.1 Summary of findings 50

5.2 Conclusions and suggestions 51

Bibliography 52

References 53 - 54
 LIST OF TABLES

Table No. Title Page No.

3.1.1 Supply chain 29

3.1.2 Organization structure 30

3.2.2 Milk products 32

4.1 Demographic Characteristics 36

Questions used for the purpose of Chi-square

4.2 45
test

4.3 Hypothesis test results 46

4.4 Correlation Table 48

 LIST OF FIGURES

Table
Title Page No.
No.

1.1 Dried ginger water 6

1.2 Fenugreek water 6

1.3 Coriander water 7

1.4 Triphala water 7

1.5 Tulsi water 8

1.6 Cinnamon water 8

1.7 Indian red wood water 9

3.1.1 Organization logo 26

3.1.2 Organization Holding 27

3.2.1 Spari water bottle 31

3.2.2 Spari water packages 31

3.2.3 Spari milk 32

3.2.4 Spari curd 32

3.2.5 Spari butter milk 33

3.2.6 Production unit 33

4.1 Differentiation of Age in years 37

4.2 Tried or tasted Herbal drinking water 38

4.3 Preference of drinking water 39

4.4 Extracts to be added in Water 40

Preference of Herbal packaged drinking

4.5 41
water

4.6 Believe herbal water have health benefits 42

4.7 Potential market for herbal extracts 43

4.8 Elements perceived in water 44

 Chapter 1

INTRODUCTION
1.1 Introduction to Infused water
The Water is an essential commodity in day today’s life. Water is of major importance
to all living things; in some organisms, up to 90% of their body weight comes from
water. Up to 60% of the human adult body is water. Each day humans must consume
a certain amount of water to survive. Of course, this varies according to age and
gender, and also by where someone lives. Generally, an adult male needs about 3 litres
(3.2 quarts) per day while an adult female needs about 2.2 litres (2.3 quarts) per day.
All of the water a person needs does not have to come from drinking liquids, as some
of this water is contained in the food we eat. Unfortunately sufficient safe potable
water is not available everywhere in the country, either harmful chemical substances
are found in the layers of earth which enter into water or it may be contaminated due
to pathogenic micro-organisms. If such water is consumed, the body suffers from
water borne diseases. Due to this, it has become imperative to process and bottle safe
potable water for the mankind in prevailing conditions. The demand for purified water
becomes more during summer season. Although few companies have already entered
in the bottling of safe potable water and mineralised water, but still huge gap is there
in between demand and supply at all metropolitan-cities and towns.

Now the market has come a long way, the lifestyle of people has changed, they are
more health conscious than earlier. Increasing living standards, disposable income and
offices has increased rapidly the sales of bottled water. Growing awareness among
consumers about health and fitness has increased the demand for products that contain
natural and natural ingredients such as water-based herbs. The beneficial health
benefits of vegetables include water such as rapid wound healing, lowering blood
sugar, weight loss, and more that drive its global market. In addition, another major
factor in running a water-based vegetable market is its function as detox water. These
detox water is widely used these days to remove toxins from the body, improve the
appearance of the skin, use a better digestive health and especially promote weight
loss. Therefore, the demand for vegetables in the form of water as a detoxifying agent
is growing worldwide due to the growing awareness among consumers to look good
and lose weight mainly due to the growing impact of social media and the internet. In
addition, the packaging of accompanying product packages also promotes the growth
of water-repellent herbs because they are easy to handle, thus increasing their use as
a refreshing beverage in the long trip. Therefore, the shift in consumer preferences to
healthier beverages and the growing demand among consumers to stay hydrated and
feel refreshed played out in the growing market for soaked vegetables.

Herbs consisting of water are basically an active drink that contains pure water soaked
in herbs. Herbal infusions have been a popular practice among naturopaths, herbalists
and health professionals for years now to prescribe treatment and herbal remedies.
These herbs can be added fresh or dried. Water-based remedies have emerged as a fun
and healthy way to keep your body hydrated. This herbal supplement contains low
calorie water not only provides the benefits of a healthy diet but also adds more flavour
to it. As these water-based herbs add a rich flavour and aroma to the water, it enhances
the taste and gives a refreshing and gentle feeling.

These lesser-known water-based vegetables have become popular over the years due
to their widespread applications such as health drinks, energy drinks, weight loss and
refreshing drinks.

In addition, Herbs have been known for years for their medicinal, nutritional and
weight-loss properties and are often added to foods, salads, juices, and herbs to
enhance its flavour, giving them a refreshing and refreshing touch and adding value
to it. Therefore, these herbal supplements contain a variety of substances that provide
health benefits such as anti-oxidant, weight loss, improved digestion, detox agent and
increased immunity.

In addition, these are available in a variety of flavours depending on the type of herb
used. Other popular herbal extracts include Basil, Rosemary, Thyme, Sage, Mint and
many more.

Infused water contains pure water which is infused usually with fruits, herbs or plant
extracts. The infusion supposedly adds flavour to water and also offers nutritional
benefits.
Infused water market has become very popular in the past few years owing to its many
applications such as an energy drink, health drink, and refreshment drink. It’s claimed
health benefits like weight loss, anti-oxidant, detox agent, immune system booster and
improved digestion, have triggered the growth of the infused water market.
Since the COVID-19 virus outbreak in December 2019, the disease has spread to
almost 200 countries around the globe with the World Health Organization declaring
it a public health emergency. The global impacts of the coronavirus disease 2019
(COVID-19) are already starting to be felt, and will significantly affect the Infused
Water market in 2020.

Consumers Behaviour Consumers are growing more health-conscious and are more
careful of their drinking habits. Brand loyalty is very high as all the products differ in
taste. So they can buy product which is on the shelf, same as that of soft drink and
fruit beverage. Availability in the chilled form and brand awareness plays a crucial
role in purchase decisions. Availability is another factor that should be taken care of
by the companies as consumers depend on availability of the products.

The rising interest in functional water with herbal ingredients is an emerging trend in
the non-alcoholic beverages space. The growing population of health-conscious
consumers across the globe prefers functional beverages over other bottled drinks.
The health benefits of consuming functional water are attributable to the presence of
minerals, vitamins, herbs and other essential elements. With the consumers knowing
that functional beverages contain quality ingredients that provide additional health
benefits, they are more inclined towards adopting functional beverages, which is
positively affecting the growth of the global functional water market. There is also a
substantial increase in the consumer population that prefers bottled water due to the
increasing rate of tap water contamination. Moreover, increasing rate of obesity,
diabetes and other diseases is compelling consumers to avoid sugary soft drinks,
which is leading to a positive impact on the global functional water market.

Higher living standards and auto usage enable people to easily bring home more and
heavier packaged drinking water. At the office, packaged drinking water is now a
common sight on the desk next to the computer and the telephone. Drinking packaged
drinking water is a sign in the social scale. Above all, it has become a huge marketing
success.

There is a renewed interest in bioactive chemicals that do not consume nutrients and
beverages as a 'healthy body' in reducing the risk of non-communicable diseases.
Herbal drinks, consumed as part of a nutritious diet, can improve the antioxidant status
and improve overall health. Herbal teas / beverages are rich sources of natural
bioactive products such as carotenoids, phenolic acid, flavonoids, coumarins,
alkaloids, polyacetylenes, saponins and terpenoids, among others. The wealth of
available scientific evidence suggests that organic compounds offer many different
effects, such as antioxidant, antibacterial, antiviral, antiinfigueatory, antiallergic,
antithrombotic and vasodilatory actions, as well as antimutagenicity,
anticarcinogenicity and aging effects. Many herbal drinks are used worldwide and
some have become more popular than others depending on their origin. However,
during the time of globalization, racial barriers have gradually been removed and such
items, although from various sources, are now available worldwide as national health
products.

Have you ever wondered why people in the past were healthier than we are today?
One reason is that they rely on an Ayurvedic herbal supplement that helps treat many
ailments. At a time when people are more inclined to prescribe pills for any health
problems, very few people are aware of the many benefits of Ayurveda and its impact
on their health. Water is a powerful ingredient in Ayurveda and when you immerse
herbs it increases the healing power.

Below are some of well-known Herbal drinks from decades.

A popular concept in Kerala, dried ginger is a common ingredient used in water. Also
known as 'chukkuvellam', dried ginger has many carminative and digestive properties.
According to Ayurveda, diarrhea and low metabolism are one of the main causes of
all the health problems we face. Drinking regular ginger juice is a good way to get rid
of infections. Drinking a glass of dried ginger juice after a delicious meal has many
health benefits. In addition, dried ginger juice also improves appetite, aids digestion
and relieves stomach discomfort. Fenugreek, one of the most widely used house
spices, is loaded with medicinal properties and can cure a number of health problems.
 Fig 1.1: Dried ginger water

Fenugreek, is loaded with antioxidants and anti-inflammatory properties, fenugreek

juice can cure several health problems. Water included in Methi dana is very helpful
in preventing water retention and constipation. The amino acids in fenugreek stimulate
insulin secretion, thereby controlling diabetes. Dip a tablespoon of methi in a glass of
water overnight and drink it in the morning to enjoy the benefits.

Fig 1.2: Fenugreek water

Coriander is one of the most widely used house spices with many health benefits.
Coriander seeds contain chemicals taken from plants and are rich in anti-oxidants. A
miracle drink helps prevent problems such as water retention, acidity, and stomach
problems. In addition, coriander juice also contains citronelol which acts as an
antiseptic and helps in the treatment of oral ulcers. Put coriander seeds in water and
boil for about five minutes. Filter the water and drink it at any time of the day.

Fig 1.3: Coriander water

Triphala has many medicinal properties that make it one of the most beneficial
Ayurvedic herbal medicines. You can get Triphala in the form of a powder that you
can mix with warm water to treat constipation. Triphala is also considered to be the
best anti-toxic agent and gives you glowing skin. In addition, Triphala provides
protection against colds, flu and many other types of diseases.

Fig 1.4: Triphala water

Tulsi, full of medicinal properties, can do wonders in treating many health problems.
Tulsi also helps you get healthy skin and hair. The marvelous remedy contains
antibacterial, antifungal, and anti-bacterial properties that work wonders in preventing
colds, flu, and skin and hair health. A large diuretic drink drains your kidneys and
lowers uric acid levels in your blood. Boil a few tulsi leaves in half a liter of water and
drink them three times a day.

Fig 1.5: Tulsi water

Cinnamon is called Dalchini in Hindi. It smells good. Cinnamon is made from the
inner bark of the Cinnamomum tree. It helps the body to heal from tissue damage and
disease as it has anti-inflammatory properties. Immunity is strengthened by regular
use of Cinnamon water. Tooth decay is reduced by Cinnamon.

Fig 1.6: Cinnamon water

Indian Redwood Water is best known in Kerala. The bark of the Pathimugam tree has
various medicinal benefits. Kidney disorders, skin diseases, diabetes, cholesterol and
high blood pressure are all controlled by Redwood water. Redwood should be boiled
in water for a few minutes and then eaten at any time of the day.

Fig 1.7: Indian red wood water

1.2 Infused Water Market: Drivers, Restrictions, and Trends:

The included water market has become very popular over the last few years due to its
many applications such as energy drink, health drink, and refreshing drink. It is said
that health benefits such as weight loss, anti-oxidant, detox agent, immune system
booster and improved digestive health, have contributed to the growth of the
incorporated water market. Products are available in a variety of forms. However,
products with creams are very popular and have a large share in the installed water
market. This can also be due to the added benefits of nutritious fruit foods such as
vitamin C. Many products are also supplied with blended flavors and ingredients that
ensure flavor and a good nutritional profile of the product which is a distinctive feature
in driving the growth of the included water market. Currently, synthetic water is also
prevalent in many developed countries and such trends show a significant potential in
the water supply market. The development of accompanying product packaging can
also stimulate the growth of the included water market, as the included water also
serves as a refreshing summer drink, driven on long journeys. Consumers' switching
to healthier beverages and the declining demand for clean beverages have also
indirectly contributed to the growth of the imported water market. However, factors
such as the shelf life of small products can adversely affect the growth of the installed
water market. Also, the health benefits offered by imported water products are not
supported by scientific research, which has affected consumer loyalty, ultimately
disrupting the growth of the installed water market.

The market is expected to reach INR ~ 403.06 Bn by the end of 2023, from its current
value of INR ~ 160 Bn, growing at a combined annual growth rate (CAGR) of ~ ~
20,75% from 2018. Depending on the volume, the market is likely to reach ~ 35.53
Bn liters by 2023, growing at a CAGR of ~ 18.25% from 2018 to 2023.

Rising health concerns, and the unavailability of clean drinking water have led to the
growth of India's bottled water market. India's largest bottled water products are
Bislery, Kinley, and Aquafina.

In India, bottled water is sold in four main types of SKUs - one liter bottles, two liter
bottles, 500 milliliter bottles, 250 milliliter bottles, 15-20 liter containers and barrels.
Among the various SKUs, one liter bottles received the largest market share of ~ 42%
in 2018, followed by 500 milliliter bottles and 250 milliliter bottles.

Market Trends:

Drinking bottled water is now known in India. A wide variety of aromatic juices
containing artificial fruits and drinks such as soda, cola, juice, and other sweetened
beverages often serve as a source of bottled pure water. Consumers sometimes prefer
bottled water that tastes better than conventional bottled water. This change is
improving the opportunity to expand the product line of bottled water producers in
India.

In addition to individual sales, market players in India have recently tended to sell
facilities in partnership with airports, theaters and hotels. Such partnerships ultimately
increase product penetration in the market, followed by an increase in total sales
volume in India.

Market Drivers:

India accounts for ~ 18% of the world's population. In addition, the per capita
income of Indians saw growth of ~ 8.6% in 2017. In addition, growing awareness
among growing people about the importance of safe drinking water to maintain good
health, as well as a significant increase in per capita income create the need for bottled
water in India.

Visitors prefer bottled water over regular tap water. The level of foreign tourists in
India is expected to increase by ~ 6.7% in 2015-2025. This is expected to increase
bottled water sales in India.

Market Challenges:

In recent years, many companies that sell bottled water with fake labels have
appeared on the market. These players do not maintain standards of cleanliness and
hygiene, which in turn leads to health issues for consumers. As a result, consumers
lose confidence in bottled water, thus affecting overall sales.

About 67% of the population lives in rural areas. However, bottled water inflation
rates are very low in these regions. This, in turn, hinders market growth in India.
 Chapter 2

REVIEW OF LITERATURE AND RESEARCH DESIGN

Around the world, nearly every nation embraces the tradition of bottled water, and it
has become part of our culture today. People all over the world prefer to drink bottled
water over tap water to stay healthy and get rid of tasteless water.

2.1 Review of Literature

Dege (2011) around the world, nearly every nation embraces the tradition of bottled
water, and it has become part of our culture today. People around the world prefer to
drink bottled water over tap water in order to stay healthy and get rid of junk water
identifies the reasons for the popularity of mineral drinking water over tap water.
There is a growing awareness of the importance and benefits of bottled mineral water
worldwide. It is known both as an asset and as an alternative to empty tap water. There
is also a growing trend among retailers of bottlenecks to develop active beverage
markets which means that they also bring additional value to consumers by providing
benefits through the availability of prescription drugs, vitamins and minerals.

Ward et al (2009) cites her research on the health benefits associated with bottled
mineral water. The author states that mineral water has certain health benefits and is
supported by scientific evidence at various levels. Bottled mineral water is the fastest
growing segment in the world of non-alcoholic beverages worldwide. The main
reasons are because consumers prefer mineral drinking water over tap water for health,
smell, taste and vision. Health beliefs are the driving force behind choosing mineral
drinking water over tap water. These health beliefs contribute to making bottled
drinking water popular, and therefore, leading to significant growth in the growth of
the affected market.

Aside from health beliefs, other factors that play an important role in creating positive
ideas about bottled drinking water among consumers are taste, ease of use and cost.
Therefore, if the cost is reasonable, the taste is good and the product is readily
available, people prefer to buy mineral drinking water.

However, it has been mentioned in the study that most of the consumers who prefer
bottled drinking water due to health benefits do not know whether such water is
helping them and caring for their health. Such water is preferred over normal tap water
due to its convenience, cost and taste. It is considered as a commodity and not an
absolute alternative of tap water. There are no calories in bottled drinking water and
certain nutrients can be specifically added in the form of flavours for attracting
consumers. Although, the amount of nutrients in the bottled water is small but it can
be used to cater to those people who prefer taste in drinking water along-with some
benefit of nutrient intake (Institute of Medicine Committee on military nutrition
research 2001).

Copes et al (2009) states that compared with tap water, mineral water contains a
residual chlorine, and therefore, it is necessary to properly transport it, use it and store
it properly in order to maintain water integrity. Although bottled water is a major
source of contamination, consumers prefer it because of its cost, taste and usability
and health benefits. Major revenues for the bottled water industry come from
unflavoured products and variants, but flavoured [products and its varieties are also
carving out niche in the market. Flavoured segment has still to attain growth, which is
a positive sign for development of new products in this segment. Potential to attain
market share makes flavoured drinking water a current trend in eyes of players of the
whole industry. The boom in the industry during the past decade creates ample
opportunities for big companies as well as small players to find their market share in
developing markets as well as developed markets by bringing in innovation and
creativity in context of development of new products and diverse varieties.
Appropriate packaging and advertising has helped the industry to gain huge popularity
for its products all over the world.

Salazer (2012) states that current trends in the market for integrated mineral-based
drinking water include new product development, mass marketing and packaging
efforts. All of these styles are valid in the bottled water industry and new industries
are emerging to market the bottled water market. There is the production of a wide
range of bottled water products, such as purified water, bottled mineral water, hyper-
caffeine water, vitamin-rich water, fragrant water, such as mint and fruit, fluoridated
water, etc.

Although technology puts pressure on bottled water, much of the industry's

revenue comes from unpopular. Some new products in this category are in the early
stages and there is potential for significant growth in the fragrant sector.
Sizer and Whitney (2012) point to the growing popularity of fresh bottled water
products, such as, water containing herbal extracts, caffeine, flavors, colors, taste,
minerals, vitamins, etc. Caffeine water in bottled water contains caffeine. Due to the
importance of water in the body, there is an increase in the reception and acceptance
of bottled water and its variants due to public health concerns regarding the use of tap
water.

It can be considered in the literature review section that a product in a research

study containing caffeine is suitable for market presentation. Advertising and
packaging are important. They should be affordable while costs should be low as cost
is one of the major ways consumers buy bottled water products.

Senthil Kumar (2002) in his research focuses on consuming consumer information

about mineral water and individual consumption of mineral water. He found that
promotions were the best way to inform potential respondents of mineral water. Most
respondents spend up to Rs.500 a month on mineral water, consuming mineral water
for a year or two using up to 10 liters per month. The consumer of bulk drinking water
is attracted by the benefits of openness, purity, and cleanliness and only a small
percentage of consumers have risen to the level of being a decent fan. Combined
drinking water is currently supplied to trains, carriers and parties. In addition,
organizations are familiar with large package sizes for a variety of needs
considerations. Bulk drinking water is available in 1 liter, 2 liter and 500ml liter. 20-
liter jars and 200 ml bags. The nationally integrated drinking water show is limited to
quantum overflow despite the strict quality standards imposed by the Bureau of Indian
Standards.

Gary L. Geissler and John E. Bet (2002) in their article has contributed to efforts to
focus on bottled water industry which has experienced dangerous developments over
the past decade, largely due to the widespread consumer awareness that bottled water
is cleaner and more efficient than tap water. Later research reveals that bottled water
is actually higher than tap water. In the midst of the conflict, there is a need to help
clarify consumer awareness of water quality and flawless flow and to analyse new
proposals for improvement. A concept test, among 386 bottled water buyers is used
here to provide an assessment of the proposed bottled water mark to be submitted by
a local water organization. In general, the findings suggest that the idea of an object
is promising, but it needs to be refined. Management measures, especially those
relating to the further purification of tap water and the basics of success, apply to the
proposed project and to many participants in the Bottle Water exhibition. Finally, the
quality of involvement in the bottle market varies, depending on the skills focused on
the seller. Industrial competition is fierce, and active retailers must have institutional
capacity identified by low production effort and inclusive integrated products. Bottled
water, in general, is a commodity that adds space and works with a forced separation
and image formation. The introduction of additional sales is taken up by the vendors
who have certain powers in their arrangements with the sellers. Refresh shoppers, for
example, grocery stores, grocery stores, and many retailers have a great deal of power
to negotiate at a much reduced cost unless the retailer can balance that power by
attracting all product offers.

Daarowska, A. Borcz and J. Nawrocki in their article has shown that with the
increased use of bottled water, it is important that you pay close attention to its quality.
In any case, the quality control system in Bottled water plants has a tendency to be
involved in the well-being of small aquatic organisms. Polyethylene terephthalate
(PET) components today are commonly used for mixed mineral water, or PET jars
can handle the potential for growing carbonyl gases that can get into its material.
Before assembling the container, the plastic needs to be processed through the
handling stages. During this treatment, warm-ups and hydrolysis are possible with
PET materials. The high temperatures used as part of the final phase of the jug preform
construction from the PET content resulted in a warm reduction of the polymer and
contributed to the formation of a high concentration of acetaldehyde in the polymer
structure. New inventions for the creation of PET jars cause a warming of the polymer
and this process can promote aldehyde development. Acetaldehyde is trapped in the
polymer structure of the container material and in the middle of the volume, the fixed
time from the separator into the water and air. The higher the level of acetaldehyde in
a jug, the higher the level of acetaldehyde in bottled water. There is no relationship
between pH and aldehyde concentrated in bottled water.

Keith J Petrie, Simon Wessely (2004) in their article, "Bottled water abuses our
pressures on what influences globalization". Mention that bottled water is one of the
mainstays of social development, something that has been found in our prosperity to
reduce water-borne disease. In the case of creativity, such illnesses cause over two
million deaths a year, most of which occur in children under the age of five. In these
countries, adding chlorine to water is seen as a powerful life-saving plea for many
more lives. In the natural world, bottled water owes a portion of its reputation to the
idea that tap water is polluted, polluted, and thus dangerous. Bottled water is
considered to be a simple, stainless, oil-free, and mineral-giving device. Truth be told,
tap water is as safe as bottled water and costs about 1000 times. The promotion of
bottled water exacerbates human stress by affecting their well-being on the edge.
There is a message in that jug. Be that as it may, buyers may take it for granted.

Kozisek (2004) in his study “Wellbeing dangers from drinking demineralized water”
refers to the fact that drinking water should have low levels of certain basic minerals
(and various components, for example, carbonates). Unfortunately, over the past two
decades, little research has been given to the positive or protective effects of drinking
water products. The main light was dirt and their toxic properties. All things
considered, some investigations have attempted to disclose the basics or TDS of
drinking water, and a few nations have incorporated the requirements or rules of the
selected items into their drinking water controls. Apart from the fact that these are rare
cases, the issue does not apply only when drinking water is obtained by removing iron
(if it cannot be reconstituted satisfactorily) but rather when home remedies or focused
water treatments reduce the mineral and mineral in bottled mineral water. Apart from
the fact that the consumption of energy has a positive effect on the health effects of
long-term use of irrational water is a common sight in countries without adequate
water supply and in countries where few types of water treatment systems are widely
used or where fewer bottled water is consumed. Many types of bottled water are made
by extracting fresh water and then adding minerals to the desired flavour. People who
extract certain types of water may not get the extra minerals that could be found in
water with more minerals. Therefore, exposure and risks should be considered at the
individual or family level and in addition at the group level. International and national
experts in charge of drinking water quality should consider the rules of salt
purification in water, indicating the basis of raw materials, for example, calcium and
magnesium and TDS. In the event that further research is needed to develop rules,
those experts should develop and focus on the field to explain the medical benefits. In
the event of a set of rules for what should be in groundwater. Experts should make
sure that these rules also apply to the rental of certain home treatment gadgets and
water.

Adrian Feru (2004) in his article entitled “Packaged common mineral waters in
Romania ", he pointed out that "it is not exactly the same as the city's drinking water
that is prepared or derived from other concentrated water, all of which undergo
previous treatment with a specific respiratory purpose. In its beauty it can promote
beneficial social impacts. As shown by EC Directive 80/777, the prescribed methods
used to distinguish mineral water from its unique beauty and satisfactory protection
from any pollution hazard. In Romania, mineral water use is an ancient tradition.
Support the development of high quality mineral water resources, many of which
include carbon dioxide in some cases. Which deals with the construction of the
intermediate structure of the integrated mineral water exhibition in Romania. In
Romania, like Germany, the shopper is strongly associated with the carbonated
drinking water of mineral water. A fundamental pattern in many European markets is
undoubtedly the widespread use of low mineral water and a decrease in CO2 content.
Significant improvements were recorded in recent years due to the mineral oligo, still,
or CO2 water added. Despite the fact that the country still has a lot of common mineral
water resources, it is hard to believe that in the next 10 years the stagnant water
consumption will exceed 10% of the total mineral water production combined.

S.Deepah, B. Prasanna T.Srilakshmi (2005) directed testing under the heading,

"Purchaser inclination toward mineral water" to measure the background history of
products and the level at which consumers are aware of this product. Surveillance
thinking further influences ad impact on product and consumer delivery the product's
orientation of the product and its image outside the individual and in the context of
the test. The same test finds the level of consumer confidence in Bisleri compared to
Kinley and Aquafina. In 2001 alone, 150 players jumped into the pie cut-off line. A
fragment of the fast-paced customer shopping component, Bottled Water is a key
component that showed an unusual growth of 50 percent in 2001 alone.

Diane P. Dupont (2005) in his article asserts that in addition to the use of home
filtration gadgets, Canadian consumers are buying bottled water instead of tap water.
Monthly amounts spent on bottled water run between $ 1 and $ 60 with an average
household income of about $ 15. This recommends an average annual expenditure for
a specific family unit of about $ 180. While purchasing bottled water may be due to
location. Accommodation, welfare concerns can also play a part. For example, 71%
drink bottled water because of the habitat, however, all others say they rely on taste
(15%) or have health problems with their tap water (14%). Filtering gadgets for home
and boiling water, it may be, are used because of the pressures due to the type of tap
water. Eighty-three percent of respondents said they found it a concern for the health
of the taps and 23% hoped it would disturb their neighbourhood. Specifically, the
paper argues that water use can be improved by highlighting among the most
important “financial” factors, clarifying the use of data in relation to shopper trends.
Many customers "vote with their feet" by introducing home water filtration gadgets
or buying bottled water. This paper inspection took place as a result of a Canadian
review of the concept of tap water provided by the municipality.

Luz M. Gonzalez (2005) in his research it draws attention to what the primary role of
his experiments is to investigate the effects of staining the foundation on print
promotions on brand image ownership and product orientation (e.g. intellectual mark).
For example, it is common for a product image watchdog to display an image related
to the mood enhancement (e.g., a mark will be considered healthy and energized when
advertised on a red background compared to all other blue backgrounds). Using a five-
dimensional measuring structure, made up of patents (i,e. Integrity. Happiness,
Craftsmanship, Art, and Lawlessness) determine the value to people and product
personality as well as the unusual cross-section of objects. Due to legitimate concern
about the climax, the effect of blurring the patents and tried-and-tested traditional
beliefs The findings show that commercial blurring has an effect on the "ownership"
of the damaged product and respect for product assets for example. In addition,
changing the feel of promotional work has provided another set of product ownership
and notable product asset beliefs. Hues can also affect a customer’s feelings, with
emphasis or negative. Previous research has shown a reliable relationship of hues with
certain emotions and interactions. For example, blurring "Blue" alleviates and is
linked to wealth, trust, and security, while "Red" raises interest and motivation. In this
study, he examined the relationship between blurring interactions and product
ownership, determining whether certain hues have a tendency to react to something.
For example, it is common for the image protector / product ID to display an image
related to the elevated sensitivity of the sensor (e.g., the symbol will be considered
strong and energized when advertised on a red background compared to the added
silence of the blue base). Product ownership measures can be limited: there is not
enough material in the item, for example, bottled water. The R-square of the product
return signal (BP) was just .376, indicating that only 37.6% of variance was
determined by the five BP present. Similarly, in the product feature model, only 52.0%
of the variables were specified in the standard layout. Ways to believe in the product
and the importance of these beliefs in choosing bottled water to hold health-related
well-being, beauty, disassembly, rejuvenation, image, rejuvenation, cost, and taste:
correlation (safe, minimal free, nutritious, solid; a = 89), flawless (unadulterated,
relaxed, and clean, a = 87), (relaxation and peace. A degree of reliance on Spearman
Brown. 83), rejuvenating (cooling, rejuvenating, cooling, clarity, rejuvenation, and
radiance: u = 94), image (good image, high quality costly, and rare cases, a = 85).

Sasirega Ramani (2006) in her work, "A Study on Institutional Consumer Perception
of Packaged Drinking Water" found that 37.14 percent of respondents using mixed
drinking water for social reasons. Of these, 16.43 percent of respondents used mixed
drinking water as infertile, 6.43 percent of respondents who used combined drinking
water for the purpose of not needing a water supply, 4.29 percent of respondents who
used their own living from waste water, 20.71 percent using it at the request of staff,
5.71 percent were using them due to salt near the water for health reasons. An example
that speaks of the same way showed that all respondents chose a respectable brand of
mixed drinking water. The vast majority of respondents considered quality,
accessibility, and cost as important variables when acquiring containers for drinking
water, 92.14 percent of respondents had no desire to move to different products after
acquiring outstanding products. The vast majority of respondents expect value-added
discounts such as the development of development. A large number of respondents
suggested improving the type of ad.

Richard Wilk (2006) in his experiment entitled “Bottled water. The unadulterated
ware in the period of marking”, means that bottled water has become an inevitable
business in the world, and bottled water use continues to grow rapidly. Especially in
countries where clean water is used is available cheaply or inexpensively. This article
discusses the ways in which rich social media resources are used as part of the
promotion and branding of clients, the protection of bottled water as an object. The
difference between tap water and bottled water can be seen as a challenge to
professionals and the open trust of governments and corporations, in the case of high
sensitivity to risk and well-being. The article thinks that Bottled water is where these
interests are fragments of knowledge that water still influences and empowers the
long, refreshing routes, the power associated with the conversion of wild water to
dams, streams, lakes, and storms, into part of the ware family. Long ago, magicians
and educators could change and control the forces of nature; today magnificent
magical stars, governments and organizations are fighting one another for the same
power. In any case, the rest of the war is dry. They can reveal recorded and social
perceptions, the different impacts and conflicts between consumers and retailers that
make bottled water considered, and perhaps inevitable, the result of our
circumstances. To some extent, they can use all social science tools to stay healthy
and interact with bottled water. However, acting as such people may prefer not to
dispel the obvious joke: the disadvantages and inequalities of Bottled water
exchanges. We have a world with well-known environmental problems, rising costs
of energy, and global environmental change, where many energy and building
materials are failing to deliver water to areas that currently have large, accessible
areas. At that time, there were billions of plastic containers that were made and then
discarded, polluted the land and sea, or covered with garbage or burned with open
money. Here they have a world economy where more than a billion people do not
have access to any kind of ordinary clean water, while another billionaires spend a lot
of money on water that provides very little benefit to their lives. For good reason,
society is doing bad things in the world.

2.2 Statement of the problem:

The main purpose of the study is to know the “customer buying behaviour of herbal
drinking water”. This study will provide solutions to the management by
understanding customer’s valuable feedback.
2.3 Objectives:

 To determine how the Herbs infused water influence on the consumer buying
behaviour.
 To find out whether elements of water effect on consumer buying behaviour.
Namely, to check how consumer perceives and values odour, taste, flavours,
minerals, convenience & health benefits.
 Perform an organization study on the Shivasangam Foods and Beverages.
 Do a SWOC analysis on the Shivasangam Foods and Beverages.

Methods of data collection:

The sources of data used in this project report are primary and secondary data.

1. Primary Data:

The data will be collected directly from customers on herbs infused water.

Primary data are those, which are collected for the first time, and they are original in
character. A suitable combination of questionnaire techniques & discussion with the
respondents was used to collect the required primary data. Primary data gives higher
accuracy and facts, which is very useful for any research and its findings. The primary
data has been collected through structured questionnaire.

Primary data consists of original information gathered from sample size of 150
responding residing in different cities of Karnataka, India.

2. Secondary data:

The researcher will be done to learn about the customer preference and satisfaction of
herbs infused packaged drinking water.

Secondary data are those, which are already collected, by someone and some purpose
and are available for the present study. Secondary data was collected from magazines,
websites, newspapers, and other such resources.
2.4 Hypothesis:

 A hypothesis is a tentative statement about the relationship between two or more

variables. It is a specific, testable prediction about what you expect to happen
in a study. Let’s take a closer look how a hypothesis is used, formed, and tested
in scientific research.
 The hypothesis of the project of customer perception towards herbs infused
packaged drinking water.

NULL HYPOTHESIS, H0: The behaviour of consumer is not positive over the herbs
infused water.

ALTERNATIVE HYPOTHESIS, Ha: The behaviour of consumer is positive over

the herbs infused water.

2.5 Research methodology:

Research Methodology is a way to solve the research problem. It may be used as

science of studying how research problem is done scientifically.

The procedure using where researchers go about their work of describing, explaining,
and predicting phenomena, is called Methodology. Methods compromise the
procedures used for generating, collecting and evaluating data. Methods are the ways
of obtaining information useful for accessing explanation.

Questionnaire tools used:

A list of questions will be sent for research purposes. A list of questions will be
provided to each customer to ensure a minimum of incorrect data entry and error. This
approach also gives the interviewer the opportunity to enter into a conversation and
understand the client's point of view.

The list of questions that the customer has sought to answer will focus on the key
issues to be addressed, presented in the pilot study conducted, and a few questions
will be included to measure the level of satisfaction and understanding of customer
expectations.

Research design

A research design is the set of methods and procedures used in collecting and
analysing measures of the variables specified in the research problem research.

Descriptive Research

Descriptive research is used to describe the demographic characteristics of a subject

or object being studied. It does not answer the questions of how things happened /
when / why. Rather, it focuses on demographics or the study situation. The elements
used to describe a situation or population are usually a kind of category scheme and
are known as descriptive categories. For example, a timeline separates elements.
Scientists are using the information in the form of electrons, protons, and neutrons to
build this system.

Definition is used for waves, scales and other mathematical calculations. It is usually
the best way, before writing a descriptive study, to do a survey. Quality research is
often for descriptive purposes and researchers may follow tests on why detection
exists and what the results are.

Data processing and analysis:

Data is processed with the help of Microsoft Excel and SPSS (Statistical Package
for Social Sciences). The data were entered into the spread sheet and the above
mentioned tools were used to get the final values for the comparative analysis and
interpretations.
 Chapter 3

ORGANIZATION STUDY
3.1 Introduction to Organization

Fig 3.1.1: Organization logo

The Shivasangam Foods and Beverages is a Product of Shivasangam group of

companies, they majorly serves in finance and Banking sector. The company was
founded on October 20, 2008, with Gadag City as its base. It started business with title
“YOURN PLAN OUR SUPPORT” and launched financial service through the chits
and finance business under the auspices of our fund as a large dividend issue for small
savings for customers.

The Coalition Gadag City is working on a revolution in the goodwill sector by setting
up a Friendly Cooperative Regular Bank in the city and offering its members various
financial planning. Encouraging the Consumer Confidence, Love and delivering its
service across the country in the hope of people, keeping the basic ideas in mind,
delivering service to the doorstep of the Oriental Civil Service. Offering fully
automated branches using modern technology.

The company has hundreds of skilled staff and contributed to the state to alleviate the
unemployment problem. In addition, with the cooperation of the Efficient Board
members and the Millennial Representatives, customers are provided with a
satisfactory and honest service, by post and SMS Provide quick service with
information simplification and transparency.
It has opened several branches in various cities across the state and is expanding its
service sector. Together, the firm has a wide range of ideas in the area of economic,
agricultural, social, educational and religious and playing its own role in bringing light
to society.

Fig 3.1.2: Organization Holding

Shivasangam Foods and Beverages is located in the Gadag district and are into the
packaged drinking water and Dairy business that spread across North Karnataka. The
company is continuously striving in delivering the best quality products to its
customers and operating with the Brand name “SPARI”.

The organisation has well-structured building and high-quality equipment’s, with fine
work force giving their best to get work done in stipulated time. The company has
wide product portfolio in consumable section that attracting the customers.

Plant:

Shivasangam foods and beverages operates at single location situated at about 10kms
from Gadag city. The plant has well reserved space for every division. Both the
Packaged drinking water and Dairy products plant located right next to other.

Packaged Drinking Water plant:

Located in Gadag, Karnataka

Started operation in 2017

8000 sqft facility

Capacity to produce 8000 ltrs/day

Milk Dairy plant:

Started operation in 2016

10,000 sqft facility

Capacity to produce 4000 ltrs/day

Management:

Management has professional Directors with team of managers having high calibre in
Procurement, Production, Quality and Marketing.

Marketing:

Shivasangam foods and beverages has well set of marketing team carrying out
specified tasks.

Objectives of the Company:

It is important to have specific objectives in every organisation for smooth flow of

work. SFB have following objectives

 To produce the best in class products.

 Ensure strict quality control as specified by ISO.
 Follow the standards set by the KSFC.
 To make sincere efforts to encourage farmers in cattle farming.
 To provide fresh and hygienic milk to urban consumers.
Supply chain and Sales:

Shivasangam foods and beverages has extensive dealers appointed in different

locations and has company outlets in Gadag city.

The company has in house warehouse for storage facility and the products are directly
supplied to Dealers from there to shopkeepers and finally reaching end customers.

The supply of products is done through closed trucks to maintain standard temperature
and also to avoid any contamination.

Table 3.1.1: Supply chain

Company Dealers Shops Customers

Warehouse
 3.2 Organization Structure:

Organizational structure in the organisation is given in the following chart

Table 3.2.1: Organization structure

Board of Directors

Managing Director

Procurement Production Marketing

Manager Manager Manager

Executives

Products:

The company has been producing Packaged Drinking Water and has wide product
portfolio in Dairy products.

Packaged Drinking Water:

 Pure mineral drinking water at Attractive prices.

 In different packing quantities like 300ml, 500ml, 1 litre, 2 litre, 5 litre and 20 litre
package.

Fig 3.2.1: Spari water bottle

Fig 3.2.2: Spari water packages

Dairy Products:

 In house modern cattle farming to extract milk with around 100 cows.
 The products include Milk, Curd, Ghee, Butter milk and Lassi.
 The milk is further divided into 4 types based on quantities of Fat and SNF.

Table 3.2.2: Milk products

Milk Product % of Fat % of SNF

Full-cream milk 6 9
Standard milk 4.5 8.5
Toned milk 3 8.5
Double toned milk 1.5 8.5

Fig 3.2.3: Spari milk Fig 3.2.4: Spari curd

Fig 3.2.5: Spari butter milk

Fig 3.2.6: Production unit

3.3 SWOT Analysis:

The fallowing are Strengths, Weakness, Opportunities and Threats to the

Organization.

Strength:
a. The organization has dedicated young workforce.
b. The excellent work location and infrastructure.
c. Financial strength of the company provide solid backbone.
d. The company operates under Karnataka State Food Corporation provide
additional benefits.
e. Skilled advertising and marketing personnel.

Weakness:
a. The organisation need to concentrate more on Research and Development.
b. Need to rectify some of traditional methods in production and also keeping the
workplace more hygiene is important.

Opportunities:
a. To excel and penetrate wide spread market across India.
b. The broad product portfolio of company gaining customer’s recognition.

Threats:
a. Availability of skilled labours.
b. Strong competition in market from other firms.

Suggestions:
a. SFB has the potential to expand their business across Karnataka.
b. SFB can use modern technology and equipment’s in their organisation.
c. SFB can develop strategies to minimise the wastage and also effective use of all
resources.
d. SFB can make use of Data management tools resulting in lowering the paper
work.
 Chapter 4

RESULTS, ANALYSIS AND DISCUSSIONS

Demographic Data:

Table 4.1: Demographic Characteristics

Characteristic Number Percentage

Name
For the research 102 responses received and retained for the study

Gender
Male 70 68.63%
Female 32 31.37%

Age
Below 16 yrs 10 9.80%
17 - 25 yrs 70 68.63%
26 - 40 yrs 19 18.63%
41 - 60 yrs 1 0.98%
Above 60 yrs 2 1.96%

Occupation
Student 53 51.96%
Private Sector 34 33.33%
Government Sector 4 3.92%
Self Employed 6 5.88%
Agriculture 1 0.98%
Homemaker 4 3.92%

Monthly Income (in INR)

Below 10,000 35 34.31%
10,000 - 25,000 30 29.41%
25,000 - 40,000 27 26.47%
Above 40,000 10 9.80%
Analysis of consumer behaviour towards Herbal Drinking water:

1. Age of Respondents:

0.98% 1.96%

9.80%

18.63%
0 - 16
17 - 25
26 - 40
41 - 60
60 - 85

68.63%

Fig 4.1: Differentiation of Age in years

Interpretation:
 Around 10% of people are in the range of 0 - 16 years of age.
 It is recorded that around 68% of respondents, that is majority of people are
in the range of 17 – 25 years of age. This is one of the limitation of the study
that concentration of study is limited to this age category.
 2. Do you tried or tasted Herbal Drinking Water?

21.57%

Maybe
46.08%
No
Yes

32.35%

Fig 4.2: Tried or tasted Herbal drinking water

Interpretations:

 It is observed that around 46% of people that is majority of respondents have already
tasted or tried the herbal drinking water.
 Around 32% of responses recorded have not tasted the herbal drinking water ever
before.
 21% of people have a mere possibility or probability of tasted herbal drinking water.
 So this signifies almost 66% of people have already know the Herbal packaged
drinking water and experienced the same.
 3. Do you prefer which packaged drinking water?

Fig 4.3: Preference of drinking water

Interpretation:

 Around 44% of people agreed that they prefer to have flavoured drinking
water and have no objection in using it.
 It was observed that around 55% of people are okay with normal water and
they like to have it without any flavour.
 4. What extracts are best to put in water?

6.86%

26.47%

Fruits
Herbs
Plants

66.67%

Fig 4.4: Extracts to be added in Water

Interpretations:
 Around 26% people like to have fruit flavoured water for drinking in flavoured
water category.
 6% people prefer plant extracts to be mixed with water for flavoured drinking
water.
 The majority of respondents that is 66% of people are in the favour of Herbal
extracts to be added in water for better flavour. This signifies that most of
people are conscious of herbal extracts.
 5. Do you prefer Herbal water instead of regular water if it’s available at same
price range in market?

0.94%

12.71%

2
45.88% 3
4
5
40.47%

Fig 4.5: Preference of Herbal packaged drinking water

Interpretation:

 It was observed that 86% of respondents that is majority of people are okay to
purchase herbal packaged drinking water over regular water if it’s available at same
price range in market.
 Around 14% of people are against the use of herbal water and prefer some other
means.
 6. Do you believe Herbs infused water have health benefits?

5 45.88%

4 40.47%

Total
3 12.71%

2 0.94%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

Fig 4.6: Believe herbal water have health benefits

Interpretation:
 It is observed that majority of people that is 85% of respondents are totally
agree that Herbal water has essential health benefits and also it acts as Natural
immune booster for Humans.
 7. Do you believe India has the potential market for infused herbal packaged
drinking water?

Fig 4.7: Potential market for herbal extracts

Interpretation:
 Around 52% of respondents that is majority of people are agreeing to the fact
they believe India got the potential market for herbal drinking water.
 Almost 25% responses were in neutral option.
 Less than 10% of respondents doesn’t believe that there is no strong market
for herbal water in future.
 8. Which elements would you perceive in water?

Fig 4.8: Elements perceived in water

Interpretation:

 More than 50% of people find the Mineral elements are essential in packaged
drinking water.
 According to 40% of respondents recognizes Health benefits in packaged
drinking water.
 It depicts that majority of people finding that minerals and health benefit
ingredients are major composition in packaged drinking water. The brand which
has better configuration of these elements will have better market exposure.
 Hypothesis Testing:

Table 4.2: Questions used for the purpose of Chi-square test

Questions used for the Strongly Strongly

Sl.no purpose of Chi-square test Disagree Disagree Neutral Agree Agree Total
Our ancestors used Herbs
infused water
1 as Immune system booster 3 2 14 30 51 100
Herbs infused water keep you
2 hydrated & feels refreshed 2 2 19 58 19 100
Prefer herbal water instead of
regular water if it's available
At the same price range in the
3 market? 1 2 14 30 53 100
Believe Herbs infused water
4 have health benefits? 2 2 17 42 37 100
"Herbs infused water replaces
normal mineral
Water in market" Do you
5 agree? 2 5 23 36 34 100
India has the potential
market for infused herbal
6 Packaged drinking water? 3 4 24 52 17 100
Total 13 17 111 248 211 600
 Table 4.3: Hypothesis test results

O E O-E (O-E)2 (O-E)2/E

3 2.16667 0.83333 0.69444 0.32051
2 2.16667 -0.1667 0.02778 0.01282
1 2.16667 -1.1667 1.36111 0.62821
2 2.16667 -0.1667 0.02778 0.01282
2 2.16667 -0.1667 0.02778 0.01282
3 2.16667 0.83333 0.69444 0.32051
2 2.83333 -0.8333 0.69444 0.2451
2 2.83333 -0.8333 0.69444 0.2451
2 2.83333 -0.8333 0.69444 0.2451
2 2.83333 -0.8333 0.69444 0.2451
5 2.83333 2.16667 4.69445 1.65686
4 2.83333 1.16667 1.36111 0.48039
14 18.5 -4.5 20.25 1.09459
19 18.5 0.5 0.25 0.01351
14 18.5 -4.5 20.25 1.09459
17 18.5 -1.5 2.25 0.12162
23 18.5 4.5 20.25 1.09459
24 18.5 5.5 30.25 1.63514
30 41.3333 -11.333 128.444 3.10753
58 41.3333 16.6667 277.778 6.72043
30 41.3333 -11.333 128.444 3.10753
42 41.3333 0.66667 0.44445 0.01075
36 41.3333 -5.3333 28.4444 0.68817
52 41.3333 10.6667 113.778 2.75269
51 35.1667 15.8333 250.694 7.12875
19 35.1667 -16.167 261.361 7.43207
53 35.1667 17.8333 318.028 9.04344
37 35.1667 1.83333 3.3611 0.09558
34 35.1667 -1.1667 1.36112 0.0387
17 35.1667 -18.167 330.028 9.38468
SUM 58.9897

Degrees of freedom = (c-1)*(r-1)

= (5-1)*(6-1)
 = 20

Chi-square = (0.05, 20)

= 31.41

Interpretation:

Significance level 95%

Value greater than the value derived from the distribution table 31.41

Hence the Null hypothesis is rejected

Therefore alternate hypothesis is considered

The behaviour of consumer is positive towards the buying of packaged herbal

drinking water.
Correlation Test:

Hypothesis:

H0 = There is no significant relationship between people preferring herbal water due

to its health benefits.

H1 = There is significant relationship

Table 4.4: Correlation Table

Herbs
Herbal water
infused water
instead of
have health
regular water
benefits
Pearson
1 0.312
Correlation
Sig. (2-
0.001
tailed)
N 102 102
Pearson
0.312 1
Correlation
Sig. (2-
0.001
tailed)
N 102 102

. Correlation is significant at the 0.01 level (2-tailed).

P value = 0.001

P < 0.05, therefore reject the null (H0) hypothesis

Conclusion: There is a significant relationship between people preferring

herbal water due to its health benefits.

The hypothesis is moderately positive.

 Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS AND SUGGESTIONS

5.1 Summary of Findings:

 The People are already aware of the Herbal packaged drinking water
and they possess positive attitude towards the buying and using it.
 Occupation plays major role on perception of people over constituents
of bottled water.
 It was observed that respondents are in the favour of flavoured water
rather than RO water they normally use. This yields strong market base
for flavoured water in Indian market.
 The people now a days are more conscious about their health and
keeping their diet neat so they choose Herbal extracts are best to mix
with water and use it.
 Since most of the people buy packaged drinking water, if at the same
price range Herbal packaged water is available they choose Herbal only.
It was observed that 86% of respondents that is majority of people are
okay to purchase herbal packaged drinking water over regular water if
it’s available at same price range in market.
 It is observed that majority of respondents are totally agree that Herbal
water has essential health benefits and also it acts as Natural immune
booster for Humans and they don’t have any issue in using it.
 The majority of people are agree and they believe India got the potential
market for herbal drinking water if it’s used in well manner.
 It is observed that majority of people finding that minerals and health
benefit ingredients are major composition in packaged drinking water.
The brand which has better configuration of these elements will have
better market exposure.
 Overall the people have positive attitude towards the buying behaviour
of Herbal water.
5.2 Suggestions and Conclusions:

 This study has been made to find out the consumer’s perception on Herbal
drinking water and to give suggestion for Bottled water industry.
 The various factors which influence the purchase decisions are Health
benefits, taste, minerals and convenience.
 The researcher's suggestions may be considered in practice for the
development of the business of Herbal packaged drinking water at
affordable prices and also ensures customer satisfaction.
 However in India, herbal water has been using from decades it won’t take
much time to gain consumer’s attention. All the multinationals are looking
at high-octane advertising targeting specific consumer segments so in order
commercialize it and run it for the bigger market they need to come up with
strong strategies.
 Looking at the current pandemic situations it is the right time to step into the
Herbal water market as it already have a positive perception in consumers.
 The product pricing plays a vital role here, it should be affordable to
consumers
BIBLIOGRAPHY
References:
1. Ferrier C. (2001). Bottled Water: Understanding Social a Phenomenon. AMBIO:
A Journal Of The Human Environment, 30(2), 118. doi: 10.1639/0044-7447(2001)
030[0118:bwuasp]2.0.co;2

2. Geissler, G., & Gamble, J. (2002). Straight from the Tap?. Journal Of Food
Products Marketing, 8(2), 19-32. doi: 10.1300/5038v08n02_03

3. Prof H B Mathur Dr Sapna Johnson Dr Rashmi Mishra,Mr Avinash Kumar

Mr Bhupinder Singh(2003) CSE Report on "pesticide residues in bottled water"
(Delhi region)

4. Keith J Petrie (Dec 18, 2004), Simon Wessely ," Bottled Water Exploits Our
Worries About What Affects Health In The Modern World". BMJ .V.329(7480):.
BMJ Publishing Group Ltd...

5. Feru, A. (2004). Bottled natural mineral waters in Romania. Environmental

Geology. 46(5). doi: 10.1007/s00254-004-1006-3

6. Dupont, D. (2005). Tapping into Consumers Perceptions of Drinking Water

Quality in Canada: Capturing Customer Demand to Assist in Better Management of
Water Resources, Canadian Water Resources Journal, 30(1), 11- 20. doi:
10.4296/cwrj300111

7. Wells, D. (2005). The Identification and Perception of Bottled Water Perception.

34(10), 1291-1292. doi: 10.1068/p5267

8. M. F. Doria(2006)"Bottled Water Versus Tap Water. Understanding Consumers"

Preferences". Journal Of Water And Health, Vol. 04.2, IWA Publishing. Pp-271-
286.

9. Bhusahan("April 2006), "Structure And Economics Of The Indian Bottled

Water Industry", Frontline, Volume 23, Issue 7.
10. Richard Wilk( 2006), "Bottled Water The Pure Commodity In The Age Of
Branding, Journal Of Consumer Culture", Sage Publications, Vol 6(3): 303-325.

11. Rakesh Kumar Mahajan, T. P. S. Walia, B. S. Lark & Sumanjit(2006).

"Analysis Of Physical And Chemical Parameters Of Bottled Drinking Water",
International Journal Of Environmental Health Research, 16:2. Pp. 89-98.

12. Shrivastava, B., & Masood, A. (2007). The qualitative assessment of the water
consumption for manufacturing bottled water at rail Neer plant". Journal Of
Scientific And Industrial Research, Vol.66(No.3). 227-230.

13. Brei, V., & Böhm, S. (2011). Corporate social responsibility as cultural meaning
management: a critique of the marketing of ethical bottled water. Business Ethics: A
European Review, 20(3), 233-252. doi: 10.1111/j.1467 8608.2011.01626.x

14. Anette Veidung "What you see is what you choose" An Analysis of a Bottled
Water"s Design, Source and Brand and its Influence on Perceived Quality and
Purchase Intention, anette_veidung .pdf

15. Dada, A. (2011). Packaged water, optimizing local processes for sustainable
Water delivery in developing nations. Globalization and Health, 7(1). 24. doi:
10.1186/1744-8603-7-24.

16. Hu, Z, Morton, L., & Mahler, R. (2011), Bottled Water: United States

17. Consumers and Their Perceptions of Water Quality International Journal Of

Environmental Research And Public Health, 8(2). 565-578. 10.3390/jerph8020565