Chapter-1: Servicare Lab Limited, A HC Dugar Group Company Is

Consumer satisfaction towards AQUA Cento Drinking Water
Chapter-1
Introduction
Servicare lab limited, a HC Dugar Group company is marketing bulk package drinking water under the brand name Aqua Cento in Bangalore. The company has sizeable presence in the bulk packaged drinking water marketed with customer in corporate, domestic and other sectors to increase their market share company wanted to know about market potential of package drinking water. The researcher has conducted a market survey on packaged drinking water at corporate level. The major objectives of this study are to find out the market potential of the packaged drinking water and the companys market share and growth potential.
For this study descriptive research design is adopted because the researcher have to understand the characteristics of certain phenomena underlying problems. This research work done with the help of questionnaire containing some questions and survey is done in different areas of Bangalore in different organizations. After analyzing the data collected from survey some facts come in to picture.
EAST WEST COLLEGE OF MANAGEMENT.
The potential of package drinking water in market is high. Packaged drinking water occupied a large market but still a large another part of market mainly organization used tap water and water purification system and the company can convince these non user by telling how package drinking water is beneficial to them. Also package drinking water to only small sector there is high potential of package drinking water in big organization. As big organization is providing and more facilities to their employees and in case of package drinking water people are price and quality conscious as water is easily available. So a company can enlarge their market share by suitable pricing policy so that consumer can think this is a reasonable with respect to quality.
The other factor which is highlighted is that of consumer organization are satisfied with respect to package drinking water package drinking water but the rest of others not satisfied either package drinking water highlighted some of reasons like. Quality is not good, cannot believe in its purity and regarding service and price. Such type of consumer can be accessed and the probability of absorbing them as customer is very high.
1.1 Introduction of the study:

Water is essential element in the food of a human and various other activities performed by human being. Without water a human being cannot be think of living. Our earth is covered with more than 70%of water. But only few percentage of this can be used for drinking purpose, but due to rising complexity in human life and increase of more and more pollution, this small percentage of drinking water is also polluted and which is hazardous for a life of human being.
This has created an even increasing market for producing and selling purified water. Many companies come with their different bran of packaged drinking water. Now there are several brands of packaged drinking water in the market and each are providing different type of service.
In todays market consumer is the king. His satisfaction of quality and service is the key to success of any
marketing function of an organization. To make the consumer happy the product, price and physical distribution are paramount important. All the parameter is interrelated for the purpose of our specific study. Research shall now concentrate on identification of market potentiality packaged drinking water in bangalore and other related areas for service. Marketing is merely a civilized form of warfare in which most battles are with ideas and disciplined thinking. The most stating point for the disciplined of marketing lies in different of human need and wants and desires and state of deprivation. Intense competition is the hallmark of present market scenario. In this content the consumer is presented with humorous choices of product and services. Servicare lab Ltd. in the face of such severe competition has been achieve a undoubted market by providing different type of service and by creating and identifying different potential market.
A market research for identifying the new areas for the packaged drinking water is essential, as there are too many customers. Some companies are competing to enlarger their share of existing market. As the result they are winner and losers. The losers are those who carefully analyze the needs, identifying opportunities and create value rich offers to target consumer groups and by motivating nonuser to use their product.
So a company can identify the potential market by identifying those area where competitors cannot approach or providing better service that will match the consumer need.
1.2 THEORITICAL BACKGROUND OF THE STUDY:

Market potential is related to various concepts of marketing that are not interrelated but provide a base to find out potential market of a companys it is necessary to define the concepts.
Market:
A market consists of the entire potential customer sharing a particular need or want who might be able to engage in exchange to satisfy that need or want. Thus the size of market depends upon the number of people exhibit their need or want .A market is set of all actual and potential buyers of the product. The product .The potential market is a set of consumers that shows a sufficient level of interest in a defined market offer. Consumer interest is not enough to define a market, however potential consumer must have enough income for the product and they must have access to product offer. If the products are not distributed in certain areas Potential consumer in those areas are not available to market .So the available market is set of consumer who have interest in access to a particular market offer.
Marketing:
Marketing can be defined as System of interrelated activities design to develop price, promote and distributed goods and service to groups of customers
American Market association defines marketing as The performance of business activities that directs the flow of goods and service from producer to consumer It is the human activities directed at satisfying needs and wants through exchange process
Marketing Concepts:
Marketing concepts can be defined as A management philosophy seeks to determine a satisfy customer needs using integrated Marketing programmers to achieve organization goal. According to C.C.Night marketing embraces all part made in discovery of consumer actual an potential requirement for commodities and service and steps taken for succeeding the actual distribution. There are five competing concepts under which organization can choose conduct their marketing activities 1.Production Concept 2.Product Concept 3. Sales concept 4. Marketing concept 5.societal marketing concept
Production concept:
This concept holds that consumer will favor those products that are widely available and low in cost. Managers in Production oriented organization concentrates on achieving high Production efficiency and wide distribution.
Product concept:
Hold that consumer will favor those product that offer the most quality, performance or innovative features.
Selling concept:
Status that concept, if left along with ordinary not buy enough of the organization product. The organizations must, therefore undertake an aggressive selling and promotional effort.
Marketing concept:
Holds that keys to achieve organizational goals consist of being more effective than competition in integration marketing activities towards determining and satisfying the needs, wants and efficiently than competition in a way that preserve of enhance the consumers and the societys well being.
The marketing concept is made up of three components starting with customer needs and wants a firm develops organization group.
There are five elements of marketing concept:
1.Marketing is consumer oriented: Marketing starts with the determination of consumer wants and with the satisfaction of those wants. 2.Marketing are an integrated consumer functional: All marketing coordinating. 3.Marketing direct towards profit: It helps in achieving the profit goal, set by company. 4.Marketing concepts involve scientific planning action and control: The marketing concept is the marketing plan. The plane of action objective and follow through 5.Social oriented: it is a broadened concept related to environment quality of life etc. function is completely interrelated and
Target marketing:
Here the seller distinguish the major market elements, targets one or more of this segments and develop products and markets program tailored to each selected segments.. Target marketing call for three major steps:
Market Segmentation: Identify and profile distinct groups buyers who might require separate products and or marketing mix.
Target marketing: Select one or more market segment to enter
Product Positioning: establish and communicate the products key distinctive benefits in the market
Market Demands: For a product is the total volume that would be brought by a defined customer group in a geographical area in a definite time period in a defined marketing environment, Under a defined marketing program. The market demand corresponds to this level called market forecast .The overall performance of company depends upon the demand of market .It is necessary to forecast the future demand and to satisfy current demand by different means.
Market Potential:
A market potential is an estimate of maximum possible sales opportunities present in a particular market segment and to open all section of goods or service during a stated future period. A market potential indicates how much of particular product can be sold to a particular market segment over some future period assuming the application of appropriate marketing methods.
Analysis of market potential

The following steps can analyze market potential:
Market Identification
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Market Motivation Analysis of market potential
A. Market Identification:
The first step Im analyzing a product market potential is to identify its. Market Identification requires finding out: Who buys the product? Who uses it? Who are the prospective buyers and users? Market identification studies reveal the characteristics that differentiate the market segment making up the product market potential.
B. Market motivation:
The second steps in analysis potential is to detect the reason why customer buying the product and why potential customer might buy it. Market motivation studies answer these questions.
# Why do company buy? # Why dont people buy?
The answer helps not only in estimating market potential but also assist the sales executing to seeking in increasing he effectiveness of promotional programmes.
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Consumer satisfaction towards AQUA Cento Drinking Water C. Analysis of market potential:
Having identified the potential buyers and their buying behavior the steps is to analyze the market potential. Generally market potential cannot be analyze directly. So analysis makes use of market factor. Thus using market factor for analyzing market potential is a two-step process. # Selection the market factor associated with the product demand. # Eliminate that market segment that does not curtain perspective buyers of product.
Total market potential:

Total market potentials the maximum amount of sales that might be available to all in an industry during a given period under a given level of industry marketing effort and given environment condition. A common way to estimate, it is as follows---Q= n*q*p Where, Q= total market potential, N= number of buyers in the specific product market under the given assumption, Q= quantity purchased by as average buyers, P= price of an average unit.
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Company sales forecast:

It is an expected level of company sale based of a chosen marketing plan and an assured marketing environment.
Company sales potential:

It is the rates limit approached by a company demand as company marketing effort increase relative to the competitors. Customer satisfaction: Satisfaction is the process feeling pleasure of disappointment resulting from comparing a product perceived performance or outcome in relating to his or her expectation. So a customer is satisfied only if the products perceived performance matches his expectation. If the performance is fall short of expectation the customer will be dissatisfied. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. So far customer-centered companies customer satisfaction is both a goal and a making tool.
How to measure the customer satisfaction?

Different companies used different tools tracking and
measuring customer satisfaction. Tools for tracking and measuring customer satisfaction,
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Compliant and suggestions customer center organization can make it easy for its customer to deliver suggestion and complaints.
Customer satisfaction Survey: The company can conduct periodic survey with the help of sending Questionnaire or through telephones calls to a random sample of their recent customer and ask if they were satisfied indifferent some what dissatisfied or very dissatisfied with various aspect of companies performances.
Ghost Shopping:
Company can hire persons to pose a potential buyer to report their findings on strong and weak point, they experienced in buying the companys and competitors product. These Ghost shoppers can even pose certain problem to test whether the company sales person handles the situation well. Lost customer analysis: Companies should contact a customer who has stopped buying or who have switched to other supplier to learn why this happened. With the help of these tools company can find out the level of consumer satisfactions and act accordingly.
Market Share:
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Consumer satisfaction towards AQUA Cento Drinking Water A companies market share is sale of a companys percentage of total sale of a market, means the market captured by a company and its brand. In order to know the potential market from a company product and how the company is performing relative to the competitor .For this management has to track its market share and analysis of market share should be done.
There are four measures of market share:

Overall market shares: It is a company sale expressed as
a percentage of total market sales. Two decisions are necessary to use this measure. First to use unit sales or dollar sales express market, second is how to define total market.
Served market share: The company served market share
is its sales expressed as a percentage of the total sale to its served market, its served market is all buyers who are able and willing to buy the product.
Relative market share (to top three competitors): the
company relative market shares to its market competitors express its sales as a percentage of the three largest competitor combined sales.
Relative market share (to leading competitors): some
company tracks their share as a percentage of their leading competitor sales. A relative market share of exactly 100% means that the company is tied for lead. A rise in companys relative market share means that it is gaining on its leading competitors.
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These all are the main concept of market and to know about the market potential of the company and its products.
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Chapter 2
Design of the study

2.1 Objective of the study
2.2 Scope of the study 2.3 Statement of the problem 2.4Review of literature 2.5 Research Methodology 2.6Sampling Design 2.7 Sampling Method 2.8 Sources of data 2.9 Data collection instrument 2.10 Pilot Study 2.11 Data analysis 2.12 Over view of the report 2.13 Limitation of the study
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DESIGN OF THE STUDY

Research is the process of gathering recording and analyzing critical and relevant facts about any problem in any branch of human activity. It refers to a critical and searches into study and investigation of a problem, a proposed course of action, a hypothesis or a theory. Research in common parlance refers to a search for knowledge. In fact research is an art of scientific investigation. The research methodology comprises of all activities that are carried on in connection with marketing management for planning a research project, it is essential to anticipate all that must be under taken for its successful completion.
The purpose of research is to discover answer to question through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered and as yet. In this study of Packaged drinking water marketing research involves collecting information that is relevant to a specific marketing problem facing by the company. The marketing research procedure consists of four steps Defining the problem and research objective. Developing the research objective
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Analyzing the information Presenting the finding
2.1. OBJECTIVE OF THE STUDY

Following Are The Objectives Of The Study: 1.To study the respondents awareness towards Aqua Cento Packaged Drinking water.
2.To know the relative importance of various attributes like price, quality, packages and so on and the brand as perceived by the consumers. 3. To analyze the different brands of Aqua Cento Packaged Drinking Water available in the market and the consumer preference towards the different brands of Packaged Drinking Water. 4.The primary objective of the study is to find out the market potential towards Aqua Cento Package Drinking Water. 5.To determine the customer acceptability and satisfaction towards the Aqua Cento Packaged Drinking Water. 6.To know the customer attitude towards Aqua Cento Packaged Drinking Water. 2.2 SCOPE OF STUDY The scope of study is comprehensive in the sense as it covers many aspects, which is beneficial for the company point of view. This research work will be much helpful to the
company as it aims to bring out the market potential of Packaged drinking water. Finding out the where the companys brand exist as compared to competitors brand This information will help the company to explore the new consumer (Corporate offices) of Packaged drinking water and a follow up programme on this project will help the company in increasing the overall profitability and leadership level in the market. The project work highlights the consumers preference and their Market Potential towards Aqua Cento Packaged Drinking Water. In this study I have covered 100 regular users of Aqua Cento Packaged Drinking Water.
2.3 STATEMENT OF PROBLEM The usage of packaged drinking water in organizations is growing day to day and now almost every organization is using Packaged drinking water at official and staffs level for the good health of their employees. Servicare lab ltd providing packaged drinking water to different organization namely Aqua Cento Packaged drinking water. In this growing demand and usage of Packaged drinking water researcher has to find out market potential of Packaged drinking water and to find out where the companys brand exist currently in terms of consumer satisfaction and market share as compared to the competitor brand.
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Thus the statement of problem for the study could be generalized as under. Study of market potential of Packaged drinking water used by organizations in Bangalore city
2.4 REVIEW OF LITERATURE For the purpose of this study the information collected was from the primary data, which was obtained from field. To make follows. the research work more meaningful the other information was collected from different sources, which are as
Various theoretical books are: 1. Marketing management -- Philip Kotler
Edition: Ninth, Publications: Practice hall India 2. Marketing Research West Fall Edition: seventh, publication: Frwin 3. Research Methodology 4. Marketing Research -- G. R. Kothari -- C. R. Sharma -- Harper W. Boyd Kalth
The literature regarding of the organization and organization growth and development was reviewed from companies---EAST WEST COLLEGE OF MANAGEMENT. 21
Annual report Brochure Subscriber
Besides this, the researcher gone through daily newspaper periodical and other publication related to business.
The objectives of study are divided into primary objective i.e. main objective and secondary objective i.e. objective ancillary to primary objective. (a) Primary objectives 1.To find out the market potential of Packaged Drinking Water used in organization Bangalore city. 2.To know about the existence of company brand in terms of consumer satisfaction and market share as compared to the brands of competitor.
(b)
Secondary objectives 1.To find out the opinion of respondent about
companys product its quality and service and about the competition of product, quality and price.
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2.To identify overall demand of Packaged drinking water. 3.To find out consumer perception about quality and price 4.To find out the usage of companys as well as competitors product.
2.5 RESEARCH DESIGN/RESEARCH METHODOLOGY The Research design is a logical and systematic plan prepared for directing a research study. It specifies the objective of the study, the methodology and techniques to be adopted for achieving the objective. It constitutes the blue print for the collection, measurement and analysis of data. It is the plan, structure, strategy of investigation conceived so as to obtain answer to research question. The plan is the overall scheme or programme of research. A research design is the programme that guides the investigator in the process of collecting analyzing and interpreting observations. It provides a systematic plan of procedure for the researcher to follow. Marketing researcher project must be designed so that the result should be reliable and valid. Reliability means the same result can reputed in successive research validity means the research must actually measure what is being invested depending on the specific problem being investigated several different types of studies can be employed.
TYPE OF RESEARCH DESIGN
RESEARCH DESIGN
EXPLORATORY RESEARCH
CONCLUSIVE RESEARCH
LITERATURE SURVEY
EXPERIENCE SUYVEY
CASE STUDY
HISTORIC RESEARCH
DESCRIPTIVE RESEARCH
EXPERIMENTAL RESEARCH
Exploratory Research A type of Research concluded to clarify the problem definition and prepare for additional research to proved or disapprove the hypothesis. Exploratory search gain of three types i.e. literature survey, Experience survey, and case study. The purpose of his research is to aid the investigator in formulating
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the research hypothesis. For this reason it is also called formulated hypothesis.
Conclusive Research
Conclusive Research is more applicable research design than exploratory research. Once the hypothesis is formulated the static is set to collect data and prove the hypothesis. Conclusive research is also sub divided in three categories i.e. historical, descriptive and experimental.
Research Methodology
The research design adopted for this study is DESCRIPTIVE RESEARCH design for collection data. This is the one that simply describes something such as demographic characteristics of consumers who use the product. The descriptive study is typically concerned with determining how two variables vary together. Because this study concerned with specific prediction with narration of facts and characteristics, concerning individual group or situation. More over descriptive research is the minimization of biasness and maximization of reliability.
2.6 SAMPLING DESIGN
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Sampling design or plan is the process in which it is decided what population or sample unit should be studied, what should be the sample size and what sampling procedure should be used and what sampling contact method should be used.
2.6.1 SAMPLING UNIT Sampling unit means that is to be surveyed. In this study the sampling unit is all the corporate office using package drinking water, ordinary water or water purification system.
2.6.2 SAMPLE SIZE The no of units to be surveyed from sample site can be determined in the ways: I) Based on the universe, when the size of universe of unknown. II) Not based on universe when the size of universe is known In this study the size of universe is unknown but time is very less and because of limited budged the size of sample is restricted to100 Nos. Means 100 nos is the no of sample units who will represent whole population.
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2.7 SAMPLING METHOD When the information is collected or obtained only from a portion of the population it is called sampling method or technique. There are two type of sampling technique: I) II) Probability. Non-probability.
1.PROBABILITY SAMPLING: The sample size is chosen in such a way that each member of the universe have a known change of being selected.
Various types of probability sampling are:

a) Sample Random Sampling: Under simple random
sapling each member of the population has a known and equal chance of being selected.
b) Systematic sampling: In this respondents are chosen
in a systematic way from the population.

c) Stratified sampling: Here the researcher picks up
certain groups of total population.

d) Cluster sampling: In this population I grouped into
various clusters of profile of areas.
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2.
NON-PROBABILITY SAMPLING: In this chance of any
particular unit in the population being selected is unknown. Most frequently used non-probability sampling are:
a) Judgment sampling: In this the researcher judges who
are the respondents to be studied.

b) Quota sampling: In this universe is divided into strata
on the basis of characteristics of population.

c) Convenience sampling: In this the sample units are
chosen on the basis of convenience to the researcher. In this research work the sampling technique followed is convenience sampling. In this researcher I went to many areas, which is convenient to me and from where data can be collected easily. In spite of the biasness of the representative of selected sample however it is suitable to descriptive research where the idea is to find out the variables having impact on the problem. 2.8 SOURCE OF DATA: Collection of facts (raw facts) is known as data. There are two types of data available, which is used in any research work are:
Primary data: Information collected especially for the purpose of investigation at hand as primary data. These are not readily available in the firm. This research work done is
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mainly depends upon the primary data which is collected through survey and with the help of a questionnaire.
Secondary data: This is the data, which is readily available in the firm. This include those data which are collected for some earlier research work and are appliance or usable in the study researcher has presently undertaken. The secondary data is also used in this research like profile of organization and various other data available in the firm. 2.9 DATA COLLECTION INSTRUMENT: For collection the primary data questionnaire is the main instrument used. A questionnaire is a firm list of questions to be answered by responded. This questionnaire is prepared according to the predetermined objective and the information to be collected form the respondents. In this research work questionnaire used contain 19 questions, which is relevant to objective and is prepared under the guidance of company guide and college guides. During survey the personal interview method is used to collect the data. 2.10 PILOT STUDY
The pilot study was conducted among 10 users to known about the suitable and easy understanding of questionnaire. After the study certain ambiguous items are identified and they were made clear with some more addition.The final questionnaire was prepared after the pilot study and the questionnaire prepared is structured undisguised questionnaire. Few changes are made after pilot study.
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a) Questions were made simple and easy to understand. b) Sequence of questions in an order. c) Clear options are given.
2.11 DATA ANALYSIS There are various type of methods to analyze the data collected through questionnaire mostly used method are as follows. 2.11.1 PERCENTAGE METHOD This is widely used method to analyze the collected data. It is done by calculating the percentage of corresponding number of each category to the total of all the number. For instance, find out the percentage of respondent with opinion x to a particular question. We have to calculate percentage as follows: No of respondents with opinion X 100 Total No of respondents
In research when the concept is measured is complex and abstract we can employ the scoring technique. In this method certain weight will be assigned to various degree of opinion. By multiplying those numbers with the corresponding
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number of respondent we will get individual score, which on summation will give a total score. This is representative No. Of combination of different opinions we can evaluate the same with other scores obtained through similar procedure and come to conclusion.0
2.12 OVER VIEW OF THE REPORT

Chapter 1: Introduction
General introduction of study and theoretical background of study.
Chapter 2: Design of the study

Includes statement of problem, objective of study ,the design of research and sampling design and methods of collecting data , and methods used for analyzing data.
Chapter 3: Profile
The brief details of the industry, origins growth and
development as well as present status of the industry. Origins and growth of organization, presents status, functional
departments. and details about sampling unit.
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Chapter 4: Analysis and Interpretation

Classification of data its tabulation and interpretation
Chapter
5:
Finding
and
conclusion
and
recommendation
Conclusion of whole summary and recommendations is given on the basis of analysis. 2.13 LIMITATION OF STUDY The study conducted is valuable and giving us
substantial information from specific sample size. However this study is suffering from some limitations. 1. The study conducted is limited to Bangalore city only and hence its application and generalization cannot be possible beyond Bangalore city. 2. The main limitation of the study is time. Due to limited time it was really difficult to complete such study in this short time span. 3. Lake of co-operation and the researcher encountered some difficulties in collecting the required data because the attitude of few respondents was non-co-operative towards the researcher. 4. The distance involved in traveling from one place to another and meeting the respondents was another round.
5. Some time the main person who can able to give maximum information could not give me sufficient time because of his busy schedule, so the information collected from others not give much of that. 6. The research is conducted only from company point of view. 7. This study is related to only marketing subject.
CHAPTER3 PROFILE
3.1 PROFILE OF INDUSTRY 3.2 PROFILE OF ORGANISATION 3.3 PROFILE OF SAMPLE UNIT
3.1 PROFILE OF INDUSTRY

INDUSTRY OVERVIEW Water is the source of life and nothing can survive without it. The above may be altruism, but it is an inexhaustible resources. Rising population along with unplanned industrial growth has led to natural resources getting polluted. Water resource has become so polluted that natural minerals and salts have become so polluted that natural minerals and salts
have become extinct, thus the need of pure drinking water. Specialists and concerned people insist that the next war, if any will be fought for water and not oil. Medical reports indicate, that in India nearly 30,000 people suffer of water born diseases every day. And nearly 70 percent of all water available in the country is polluted, reports also suggest that the entire water available on Earth, only 1 percent is available for use as the rest of the water is either highly salty oceans or blocked in ice. Studies conducted by health authoritys show that 10 percent of urban water sources in India are contaminated and 80 percent of human diseases has led to natural resources getting polluted, with water resources becoming so polluted that natural minerals and salts have become extinct. The domestic per caption consumption of Packaged drinking water is around 0.08 liters versus the global average of 7.7 liters. At one time the consumption of bottled water, commonly known as packaged drinking water, for drinking was the privilege of the affluent class, but the present decade is witnessing their increasing popularity among average consumers. Improved packing techniques coupled with increasing demand made way for large-scale commercialization of these types of waters. Consequence to the situation, considerable commercial exploitation, the demand for Packaged drinking water has increased all over the country. The most striking illustration of such a evolution is proved by distribution of various brands of Packaged drinking water to railways,
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Airways, Airlines and at popular tourist places and public functions. In early Nineties there were very few brands of pure drinking water. But with the opening of the economy, the Rs. 1500 crore pure drinking water industry is virtually booming while the customer is still not sure whether he is getting 100 percent pure drinking water.
REASONS FOR GROWING POPULARITY Significant supplies water, reasons which is for the growing impure, popularity and of
packaged drinking water include the quality of the municipal initially requires numerous treatments including chlorination for disinfections. Even after such treatment, traces of chlorine in water are considered to be carcinogenic Scarcity of portable and wholesome water at Railway station places of tourist interest etc. High salinity index of ground water in coastal areas higher concentration of objectionable inorganic constituents like calcium, magnesium, nitrates and fluorides in many parts of the country. With increases in living standards of peoples use of pure drinking water is considered as a status symbol. The product once an exclusive product for foreign tourists and highly health conscious nationals has become synonymous with drinking water for a much wider section of the population today.
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Packaged drinking water has attracted quite a large section of the urban population because: SPECIFIC PROPERTIES POSSESSED BY THE PRODUCT It is bacteria free, capable of being consumed even by suffering patients. It is crystal clear and advisable for safe consumption. Addition of minerals leads to enrichment of the contents of the water thereby making it all the more advantageous to consume. The government and the tourism development
Corporation had their role in expanding the popularity of this product. Railways and Airways serve pure drinking water as part of their catering which undoubtedly has induced the travelers to demand this product for their regular consumption. Shortly all the packaged drinking water companies are likely to be brought under the control of the state Food and Drug Administration (FDA). The Central Committee for Food Standards has already passed a resolution to seek amendment to the existing Prevention of Food Adulteration (PFA). Act, 1955, which now covers only pure drinking water to include all types of bottled water under its preview. The proposal is pending clearance by the Union Cabinet. (EII & C 22nd June 1988) Contrary to popular perception, most of the brands available are pure water and not packaged drinking water. At present there are no specific industrial licensing
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policy for the Packaged drinking water sector. Any person can set up a Packaged drinking water unit without establishing the source of water or the technology used to purify it.
SIZE AND STATUS OF INDUSTRY
Bottled pure drinking water as the product water has been captioned, transforming itself into a common everyday product of a major section of the society. The product once an exclusive product for foreign tourists and highly health conscious nationals has become synonymous with drinking water for a much wider section of the population today. Travellers both domestic and foreign tourist that has given the initial fillup required for the growth of the product. It is no exaggeration to state the product that has gone substantially with the growth in the level of foreign tourists, who have helped extensively to popularize the product. The habit of undertaking specialized conducted tours has been growing in our country. Number of domestic tourists is regularly picking up at almost all tourist centers due to package tours that offer more convenience to domestic tourists; these changing habits have created growing awareness for pure drinking water to the Indian population. Pure drinking water is expected to gain status as an item of regular demand and consumption shortly. The mass at large, even in semi urban and rural areas, are likely to prefer this product in due course. A typical market survey has indicated the patterns of consumption are as follows:
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More than 60 % consumed/sold at Hotels and Restaurants. Around 15 % consumed at households Around 10 % consumed at offices and institutions Around 8%at conference and functions The balance at hospitals and health centers GROWTH AND DEVELOPMENT OF INDUSRY Till a decade ago pure drinking water consumption has been primarily associated with the foreign tourists. But today it is not only an item sought after by the visiting tourists, but also the local population. The water bottles of various brands stacked on the shelves of petty shops and departmental stores, small restaurants etc. stand testimony for the fact that mixed water has already gained wide popularity. There has been a growing health consciousness among the educated and higher income groups who resort to Packaged drinking water. Health studies have revealed that water available to us is unsafe to drink. Consumption of contaminated water results in serious health hazards and hence the switch over to safe drinking water or the pure water. Being a tropical country with long summer and generally high temperature, the consumption of water is high in our country.
There has been a marked change in the food habits and general attitude of the Indian population especially the educated ones. In this connection bottled pure drinking water has found a place as a status symbols and making it an increasingly demanded product. The increase purchasing power of a much larger sections of the society. Growing industrial activities have helped to develop a stream of sophisticated business houses, offices, establishments which are manned by a new generation of executives who believe in high levels of sophistication this factor has contributed significantly to the growth and demand for Packaged drinking water. Many private and public sector units buy Packaged drinking water in jerry 6 cans for their employees to provide with clean drinking water. A study of all these contributory factors would beyond doubt confirm that bottled pure water is no longer an aristocratic product but it is for one and all that have aesthetic sense of cleanliness, hygiene and above health conscious. The factors studied carefully present a logical analysis of the market segments that contribute to the growth of market of Packaged drinking water. The inferences derived on the above basis are being supplemented with the study of demand estimates, worked out on the basis of prospects for consumption in each of the major sections offend-user segments.
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A BRIEF OF A FEW BRANDED COMPANIES PROVIDING PACKAGED DRINKING WATER: The AQUA CENTO a major player in the pure drinking water field has positioned its product by adopting a new strategy. With a new packaging concept which has a seal to be torn and ripped away from the bottle cap and cannot be reattached in order to reassure customers that AQUA CENTO water is pure and safe. Innovative package sizes by launching 2 new sizes in the market 1-litre bottle, and the 20-liter bulk. Aggressive pricing, despite an Rs12 MRP price for its 1-liter and it is also pricing 20-liter pack at Rs 50. AQUA CENTO has a market of 35%. However with more players entering this field the market share is liable for change.
The AQUA BISLERI (I) LTD. A major player in the pure drinking water field has positioned its product by adopting a new strategy. With a new packaging concept which has a seal to be born and ripped away from the bottle cap and cannot be
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reattached in order to reassure customers for that Bisleri water is pure and safe. Innovative packaged sizes by launching four new sizes in the market 500 ml bottle, 1 liter bottle and the 20 liter bulk carboys in addition to existing 2 liter bottle. Aggressive prices, despite a rs 12 MRP price for its 1 liter; 2 liter being priced at rs.18; 20 liter pack at rs.55 and 500 ml being priced at rs.7. Bisleri has market share 30% however with more players entering this field the market share is liable for change.
Hello Aqua Packaged drinking water

It has 38 franchisee offices in major cities. By 1998 end it is expected to reach 45. They supply technology, dispense machines and bottles from Delhi and the water is produced at the franchisee end. Hello has a sales turnover of approx. Rs.20 crores for Delhi alone.
3.2 PROFILE OF THE ORGANISATION IN THE BEGINNING It all began over a hundred years ago, when an assuming yet determined man by the name of late Sri Chandmalji Durgar laid the foundation of a flourishing business empire. Along with his son Late Sri Lunkaranji Durgar, they began a textile and agriculture business nestled in the Himalayan
41
Kingdom of Nepal. Initial success was encouraging, giving them the impetus to setup a business of importing textile mainly from India. THE PICTURE TODAY Over the years, the H.C.Durgar group (formerly The Durgar Group) has grown from strength to strength. Today the business activities of the group are as diverse as they are flourishing. From exporting jute and jute goods to USA, Europe, Japan and African Countries etc, to food grain exports and representing global companies in the marketing of their products in Nepal. The group also owns several industries in Nepal including a solvent extraction plan, oil mills, flourmills, and food grain processing units, a mineral plant and a pharmaceutical plant. That in short is the amazing of the groups rise to power a group that has always set challenges for itself, constantly in pursuit of perfection for as Richard Bach once said true perfection is limitless.
A HARVEST IN EVERY FIELD Industrial Food grain companies:

Hukan foods Nepal Pvt. Ltd Kathmandu roller flour mills Geta Dhangadhi Rice and Pulses Milling HC Modern Industries Nepal gunj Pulses Mill
42
Ashish Industries Nepal gunj Rice Mill Gyan Industries Pvt. Ltd. Continuous solvent extraction plant
Packaged drinking water:

Aqua Mineral Pvt. Ltd. Katmandu Packaged
drinking water plant with captive bottle and cap manufacturing using state of the art technology. Trading companies: Hukam Chand & Sons export-import Agency and General Trading. Ramesh Brother export-import Agency and
General Trading Promoter of United Insurance Company Nepal Ltd, Kathmandu
ENSURING A WELL-OILED SYSTEM BANKS: They took upon their banks as close business partner and have a fruitful relationship with the following 1. Nepal Bank Ltd.
43
2. Nepal Arab Bank Ltd. 3. Nepal Grindlay Bank Ltd. 4. V Indo-sever Bank Ltd. 5. Nepal SBI Bank Ltd. 6. Himalayan Bank Ltd ASSOCIATION In addition, the group is associated with some of the finest and most prestigious domestic and international federation and associations, These include: 1. Federation of Nepalese chamber of Commerce and Industry. 2. International Bottles water Associations USA (Asia chapter) 3. Nepal-German Chamber of Commerce and industry 4. Nepal-Korea Chamber of Commerce and industry 5. Nepal-American Chamber of commerce and industry 6. Nepal-India Chamber of Commerce and Industry. 7. Solvent Extractor Association of India. 8. Oil Technologies Association of India.
44
FUTURE EXPANSION TOWARDS A HEALTHY FUTURE The HC Durgar group has always been driven by innovation and in todays world that word has more relevance than ever before. In keeping with this tradition a joint venture has been setup with Jelia AB, Sweden, one of the biggest names in the telecommunication business. Despite the long list of achievements, the group has never rested on its laurels and has several projects on the anvil. Amongst these are Glass USA. Beverages plant Bulk drug unit HDPE woven sacks. PRODUCT PROFILE Aqua Cento bulk packaged drinking water marketed by the service care lab ltd. This water is manufactured in a state of the art Packaged drinking water plant by a continuous flow process. Only stainless equipment is used to avoid corrosion. The environment in and around the plant is clean and safe. container manufacturing a project in
collaboration with OWNES, Illinois, Perrysburg. Ohio,
45
The water for making Packaged drinking water sourced from protected underground artesian wells. Every batch of water is pre-tested to ensure that only safe water is used for production. Aqua Cento undergoes four major of sterilization to ensure total elimination of pathogens. Later only tested batches of water are released into the consumer market. Aqua Cento meets WHO and ISI specifications. This water contains the Optimum quality of minerals for good health. Aqua Cento is the market leader in Nepal and is the 1 st Packaged drinking water to be introduced in the SAARC nations in 20 ltr jars. Aqua Cento is supplied in 20-ltr jars and a customer has to use dispensers to avail this facility. Through the H.C Dugar group is not into the manufacture of dispensers, it is marketing various models of dispenser. There are Indian as well as foreign models available. Aqua Cento is a product delivered at the doorstep. The delivery is free for the client. The company uses its truck or vans for its delivery.
FUNCTIONAL DEPARTMENT OF ORGANIZATION
1. Marketing department 2. Account department 3. Production department
46
4. Sales and distribution department 5. Human resource department
1. Marketing Department: The marketing department of service lab limited play a vital role by performing all the activation, which seek to accomplish organizational goals, by anticipating the customers need and directly the flow of good service from the manufacturing unit to the customer.
2. Account Department:
Every organization require an Account department, whose the circulation of all essential issues like salary, billing, sales, purchase etc are carried out. It acts as a heart of the organization, with which an organization cannot survive what ever may be the result of functioning of a unit, the account department ensures the actual results of the operation at the end of one accounting year. This department is run by sister concern Hukam private limited.
3. Production Department: Production department deals with all the activities related to production of any product. It is controlled by production manager organization under which employees is doing the production work. This
department is also handled by sister concern Hukam Pvt. Ltd. This department deals with all the activity like purchasing of raw materials, timely production of products, quality of product etc. 4. Sales and Distribution Department: Sales manager who control all the activities of selling distribution heads this department. There are a lot of persons (delivery man) who delivered the product to doorstep of consumer. Company has the own delivery vans, which help in distributing the products. Sales executives handle all the sales distribution activities like timely delivery, taking order and other selling activity. 5. Human Resource Department: Company dont have separate human resource department. The finance or accounts department take care of need of employee and other activity related to human resource.
3.3 PROFILE OF SAMPLE UNIT
48
A sample unit is the portion of whole population to be studied which represent the whole population. As it is not possible to get the information from each and every unit of population with in a short time span .So sample unit is the best technique for a study, this sample unit represent the whole population and conclusion can be draw from sample unit. Researcher has conducted a study on market potential of Packaged drinking water in the organization. In this study the population is all the organization in Bangalore city. As it is not possible to get the information from all organization in short time span so in this study the sample size is 100.For this study the whole area is divided into four parts. (North zone, South Zone, East Zone, West Zone) and survey is conducted with the help of questionnaire in different 100 organizations. The organizations are small offices as well as big corporate offices in which a well-defined hierarchy is there. Response towards my research work was biased. Some respondents were very well and other they dont have enough time to give me response and they gave me the information, which was not enough.
49
CHAPTER4
ANALYSIS
CLASSIFICATION AND TABULATION OF DATA ANALYSIS AND INTERPRETAION 4.1 CLASSIFICATIONS AND TABULATION OF DATA Classification of Data The process of arranging data into groups or classes according to resemblance and similarities in technically called classification. Classification is the process of arranging data into sequences and groups according to their common Characteristic or separating them into different related parts. Broadly the data can be classified on the following four bases. 1. Quantitative: Under the quantitative method of
classification, the data is classified upon magnitudes like equal to greater than, less than, high, low, big, and small as. 2. Qualitative: Under this method of data classification the data is classified according to attribute like excellent, good and poor etc.
50
3. Geographical: Under this method of data classification the data is classified according to geographical characteristics. 5.Chronological: Under this method of data is classified according to occurrence of event in time like daily, weekly and monthly wise etc. Tabulation of Data: When a mass of data has been assembled, it become necessary for the researcher to arrange the same in some kind of concise and logical order. This procedure is referred as tabulation. Thus tabulation is the process of summarizing raw data and displaying the same in compact form (i.e., in the form of statistical table) for further analysis. In a broader sense tabulation is an orderly arrangement of data in column and rows. Tabulation is essential because of following reasons 1. It conservers space and reduce explanatory and
descriptive statement to a minimum. 2. It facilitates the process of comparison. 3. It facilitates the summation of items and the detection of errors and omission. 4. It provides a basis for various statistical computations. 5. Tabulation may be classified as simple and complex. Simple tabulation gives information about one or more
51
groups of independent question, complex tabulation shows the division of data in two or more categories and as such is designed to give information concerning one or more sets of interrelated question. Simple tabulation generally results in one-way table that supply answer to question about one characteristic of data only. As against this, tables (which give information about two interrelated characteristics of data) three way tables (giving information about three interrelated characteristics of data) or still higher order tables, also known as manifold tables, which supply information characteristics of data. Two ways tables, three ways tables, or manifold tables are all example of what is some time described as cross tabulation. about several inter related
4.2 After
ANALYSIS AND INTERPRETATION OF DATA: tabulation the data must be analyzed. Analysis
particularly in case of Survey or experimental data, involves estimation the value of unknown parameters of population. Analysis may therefore the categorized as discipline analysis and inferential analysis.
52
Descriptive analysis is largely the study of distribution of one variable. This study provides us with profiles of companies work group persons, and other subjects on any of multitude of characteristics as size; composition, efficiency, preference etc. This sort of analysis may be one variable, two variables, more than two variables. Now multivariate analysis is being used, which is defined as all statistical method which simultaneously analysis more than variable on simple of observation. The data, after collection has to be processed and analysis in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for scientific study and for ensuring that we have all relevant data for making contemplated and analysis.
TABLE-1 TABLE SHOWING CONSUMPTION OF PACKAGED DRINKING WATER AS COMPARED TO OTHER SYSTEM USED.
Particular Packaged drinking water Tap Water purification Total No Of Respondents 55 17 28 100 Percentage 55 17 28 100
Source: Primary data

Inferences:
53
From the table it is clear that 55% of companies surveyed using packaged drinking water and rest 28% Water purification and 17% Tap water using.
Graph shows: Consumption of packaged drinking water as

compared to other system used.
Graph N0 1
100 No. of Respondents 90 80 70 60 50 40 30 20 10 0
Packa ged drinking w ater
T ap
W ater purification
54
TABLE 2 MARKET SHARE OF DIFFERENT BRAND USED BY CONSUMER BRAND Aqua cento Bisleri Hello Others Total NO OF RESPONDENTS 35 30 10 25 100 35 30 10 25 100 PERCENTAGE
Source: Primary data From table it is clear that packaged drinking water has 100 Respondents, out of which Bisleri having market share 30%; Hello has market share of 10%; Where Aqua Cento has market share of 35% and other brands cover market share of 25%.
Graph N0 2
Graph Shows: Market share of different Brands

Used by Consumer.
No.of Respondents 10 0 9 0 8 0 7 0 6 0 5 0 4 0 3 0 2 0 1 0 0
Au c n q a e to
B lei is r
Hllo e
O es th r
TABLE 3
55
TABLE SHOWING CONSUMPTION OF JARS OF PACKAGED DRINKING WATER PER DAY Daily Consumption 1-5 5-10 10-25 25 and above Total 47 34 13 06 100 No of Respondents 47 34 13 06 100 Percentage

It is clear that daily consumption level of max organization lies between 1 5 and 5 10, that is 47% and 34% respectively and only 13% of respondents consumption is 10 25 jars. Graph No3
Graph shows: Consumption level of jars of

Packaged drinking water per day.
No. of Respondents 10 0 9 0 8 0 7 0 6 0 5 0 4 0 3 0 2 0 1 0 0
15 -
51 -0
1- 5 02
2 a da o e 5 n bv
TABLE 4
TABLE SHOWING QUALITY OF PACKAGED DRINKING WATER RATED BY RESPONDENT
Opinion
Excellent Very good Good Fair Poor Total
No of respondents
25 35 18 12 10 100
Percentage
25 35 18 12 10 100
Source: Primary Data Inferences:

From the table it is clear that service of packaged drinking water provided to consumer is good, i.e. out of 100 Respondents opinion of 18% is good; 35% is very good; 25% is excellent and 12% & 10% Opinion are fair and poor respectively. Graph no-4
Graph shows: Table showing quality of packaged

drinking water rated by respondent.
E c lle t xe n
V ry g o e od
Go od
F ir a
Po or
57
TABLE 5 TABLE SHOWING THE QUALITY OF SERVICE OF PACKAGED DRINKING WATER RATED BY RESPONDENT
Opinion
Excellent Very good Good Fair Poor Total
No of Respondents
34 26 20 15 5 100
Percentage
34 26 20 15 5 100

Inference: From the table it is clear that service of packaged drinking water Provided to consumer is very good as well as good, i.e., out of 100 Respondent opinion of 26% & 20% are very good and good respectively; 34% Responded packaged drinking water is opinion is excellent and 15% & 5% Responded is fair and poor respectively.
Graph No-5
Graph showing: Quality of service of

packaged drinking water rated by respondent.
58
10 0 No. of Respondents 9 0 8 0 7 0 6 0 5 0 4 0 3 0 2 0 1 0 0
E lle t xce n
V ry g o e od
Go od
F ir a
Po or
59
TABLE 6 BUYING BEHAVIOUR OF THE ORGANISATION SURVEYED
Attributes
Quality Price & quality Other reason Total Inference:
No of Respondents
33 55 12 100
Percentage
33 55 12 100

From the table it is clear that most of organizations are price as well as quality conscious, e.g., 55% of companies are price and quality conscious. Where as 33% favors quality and 12% have other reasons. Graph No-6
Graph Shows: Buying behavior of organization

surveyed.
60
100 90 No. of Respondents 80 70 60 50 40 30 20 10 0
Quality
Price & quality
Other reason
61
TABLE NO 7 SATISFACTION LEVEL OF CONSUMER OF PACKAGED DRINKING WATER Opinion Satisfied Not satisfied Total No Respondents 78 22 100 of Percentage 78 22 100
Source: Primary data: Inference:

From the table it is clear that 78 % of consumers are satisfied with packaged drinking water, where as 22% are not satisfied with packaged drinking water. Graph No-7
Graph shows: Satisfaction level of the consumer of

packaged drinking water.
100 90 80 No. of Respondents 70 60 50 40 30 20 10 0
Satisfied
Not satisfied
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TABLE-8 TABLE SHOWING THE REASONS FOR DISSATISFACTION OF CONSUMER
Reasons
Quality is not good Not believing purification Service is not good Price is more Total
No of Percentage Respondents
22 in 38 25 15 100 22 38 25 15 100

Inference: From the table it is clear that maximum of unsatisfied customers do not believe in purification, others are conscious about price, quality and service is also not good.
Graph Shows: Reason for dissatisfaction of

consumer.
Graph no-8
63
10 0 No. of Respondents 90 80 70 60 50 40 30 20 10 0
Q ality is n g u ot ood Serv is not goo ice d
Ntb o eliev in pu ing rifica tion Price is m ore
64
TABLE-9
TABLE SHOWING ADVISE THE CUSTOMER IN
CHOOSING THE DRINKING WATER

Sources
Company Representatives Neighbor Friend Others Total Inference:
BRAND
OF
PACKAGED
55 10 15 20 100 55 10 15 20 100

From the table it is clear that maximum of customers are choosing this brand by the company representative is 55%; where as 15% by the friend; 10% by neighbor and others are 20%.
Graph Shows: choosing the brand of packaged

drinking water rated by the Respondents.
Graph No-9
65
10 0 No. of Respondents 9 0 8 0 7 0 6 0 5 0 4 0 3 0 2 0 1 0 0
C m a y R p s n tiv s o p n e re e ta e
N ig b r e ho
F n rie d
O e th rs
66
TABLE 10 TABLE SHOWING THE PRICE OF PACKAGED DRINKING WATER RATED BY RESPONDENT
Opinion
Very Expensive Expensive Reasonable Low Total
20 30 45 05 100 20 30 45 05 100
Source: Primary Data Inference:
From the table it is clear that Price of packaged drinking water provided to consumer is Reasonable, i.e. out of 100 Respondents opinion of 45% is Reasonable; 30% is Expensive; 20% is Very Expensive and 05% is Low. Graph No-10
Graph shows: Price of packaged drinking

water rated by respondent.
V r E p n iv ey x e s e E p n iv x es e Ra o a le es nb Lw o
67
TABLE 11 TABLE SHOWING OPINION ABOUT THE AVAILABILITY OF PACKAGED DRINKING WATER RATED TOWERDS AQUA CENTO BY THE RESPONDENT
Opinion
Easily Availability Need to be searched Rarely Available Total
20 30 45 100 20 30 45 100
From the table it is clear that Price of packaged drinking water provided to consumer is Reasonable, i.e. out of 100 Respondents opinion of 45% is Reasonable; 30% is Expensive; 20% is Very Expensive and 05% is Low. Graph No-11
Graph shows:
OPINION ABOUT THE AVAILABILITY OF PACKAGED DRINKING WATER TOWARDS AQUA CENTO RATED BY THE RESPONDENTS
No. of Respondents
100 90 80 70 60 50 40 30 20 10 0
E asily Availability Rarely Available
N eed to be searched
68
TABLE 12 TABLE SHOWING PURCHASED OF PACKAGERD DRINKING WATER FROM DIFFERENT SOURCES RATED BY RESPONDENTS.
Source
Company Showroom Sales Executive Others Total
25 60 15 100 15 60 25 100

From this table it is clear that, out of 100 Respondents opinion most of the customers purchase of this packaged drinking water from the sales executive i.e. 60%; where as 25 % is from company showroom and 15 % is from other source. Graph No-12 GRAPH SHOWS: PURCHASED OF PACKAGERD DRINKING WATER FROM DIFFERENT SOURCES RATED BY RESPONDENTS.
No. of Respondents
10 0 9 0 8 0 7 0 6 0 5 0 4 0 3 0 2 0 1 0 0
C m a yS o r o o p n h wo m
S le E e u e a s x c tiv
O es th r
69
CHAPTER 5
CONCLUSION AND SUGGESTIONS
FINDING AND CONCLUSION SUGGESTIONS
FINDINGS AND CONCLUSION

Marketing Research is a systematic problem analysis and fact. Finding for the purpose of important decision-making and control, the marketing of goods and services. The researcher has conducted a market survey or packaged drinking water in different organization in Bangalore to identify the market potential of packaged drinking water used in different organization. After collection of data through survey it is being tabulated, analyzed and interpreted and some facts came into light.
Following are findings, which I get through this research work

1. Packaged drinking water occupied large market share but still another large part of market is using tap water and water purification system. 2. Consumption level of packaged drinking water is mainly lies between 1 to 5 jars daily. 3. Consumer response toward quality of packaged drinking water is quite good but not satisfactory.
70
4. Consumer is also responding well towards the service of packaged drinking water but they need more improvement in services. 5. In the case of packaged drinking water people are both price as well quality conscious. 6. During this research I found of customers are satisfied with packaged drinking water but the remaining have some dissatisfaction regarding packaged drinking water. 7. The market share of Aqua Cento brand is more that other brands and hello has less market share as compared to Bisleri.
71
CONCLUSION
As conclusion is the end results of any study or research work. From the facts founded during the study, I have concluded that packaged drinking water industry is a growing industry. It has occupied a large market share but a large potential market for Packaged drinking water is still there. This potential market is the consumer using tap water and water purification system. By converting those non-users into user, Packaged drinking water industry can enlarge their share of market. Also people start believing in quality of packaged drinking water but still they have some doubts regarding it quality, as people are more health conscious now. Another thing I find in this study is people are conscious about quality but along this they are also conscious about price.
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Now regarding marketing share, Bisleri has less market share as compared to Aqua Cento. It is better brand for people (Org). It can grow by providing more quality product and service and can win the better market share.
5.2
SUGGESTIONS
of and broad decision them of product maximum
Marketing strategy is the basic approach. A welldefined strategy wins consumer consists interest positioning, pricing, policies, quality, and service product and provide satisfaction. Through a planned strategy a organization can not only win market share but can explore potential market for its product, besides this following points will help the company to increase its market share. 1. Packaged drinking water industries can increase its market share by converting non-user into user one. They can do this by convincing the non-user by telling them about the Packaged drinking water why it is necessary. 2. Today consumer is much health conscious they start believing in it quality but not fully. Company can win such consumer by providing more quality products. So that they believe in the purity.
73
3. Water is a thing that is easily available to consumer, cannot pay high price for water only. So reasonable pricing should be there.
4. Consumption level of packaged drinking water is very
less. Consumption can increase the consumption level by promoting the product to big companies. 5. Service delivery is main thing in promoting product by providing the immediate service with respect to consumer order and quality service. 6. Regarding the market share of Aqua Cento brand. As this is company can grow its popularity by providing better service and better quality than their competitors. 7. Periodic survey of consumers should be done to check the satisfaction levels of consumer. So that can come to know about the reason of dissatisfaction of consumer and can try to remove them. 8. Strict measure should be used to avoid the duplicity of products. This duplicity shattered the image of product of the company.
74
QUESTIONNAIRE
A study on Market potential of packaged drinking water used in the organizations

I am SRINIVAS.M student of RBANMS FIRST GRADE COLLEGE and studying in final year B.Com(Vocational). As part of my course, I am required to submit this project to the Institute. I would be grateful if you could answer the following questions. Your valuable time spent is really appreciated. The purpose of this questionnaire is purely academic and any information provided by you would be treated as confidential
Name of the respondent: . Age: 15-25 Sex: Male Female
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25-35 35-45 45 and Above Occupation: Business Others Self Employed Employees
Address:
1. What is the existing system for drinking? Packaged drinking water purification system Tap Water Water
2. If packaged drinking water, name of the brand? Aqua Cento other 3. No of jar per day? 1-5 5-10 10-25 25 and above Hello Bisleri Any
4.what about quality of water? Excellent Poor Very Good Good Fair
5.what is quality of services? Excellent Poor Very Good Good Fair
6.Are you satisfied with this packaged drinking water? Satisfied Not satisfied
7.If not, please specify the reasons? Quality is not good purification Service is not good
Not believing in Price is more

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8.Who advise you in choosing the brand AQUA CENTO packaged drinking water? Company Representative Others Neighbors Friends
9. What features motive you for buying AQUA CENTO packaged drinking water? Quality Price Service Any Other
10.Did you see company advertisement before buying? Yes No
11.If yes, in which media you saw the advertisement? Newspaper Other TV Magazine Any
12.What is your opinion regarding the price of AQUA CENTO packaged drinking water? Very Expensive Low Expensive Reasonable
13.What is your opinion about the availability of AQUA CENTO packaged drinking water? Easily Availability Rarely Available Needs to be searched
14. From whom did you purchase it? Company Showroom Others Sales Executive
15.Did you suggest any of your friend, neighbors, family members, and others competitive company to use AQUA CENTO packaged drinking water? Yes No
16.Any problems are you facing while AQUA CENTO packaged drinking water are being used? Yes No
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17.If yes, please specify the type of the problems: 18.what are the brands have you come across equivalent to AQUA CENTO packaged drinking water? Ans: . 19.Please give your valuable suggestions to improve AQUA CENTO packaged drinking water? THANK YOU FOR YOUR KIND CO-OPERATION.
*MARKETING MANAGEMENT: BY PHILIP KOTLER *RESEARCH METHODOLOGY: BY C.R. KOTHARI
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*COMPANYS JOURNAL AND ANNUAL REPORTS *DAILY NEWS PAPER AND PUBLICATION RELATED TO BUSINESS
79

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Consumer satisfaction towards AQUA Cento Drinking Water

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

1.1 Introduction of the study:

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

1.2 THEORITICAL BACKGROUND OF THE STUDY:

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

There are five elements of marketing concept:

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

Target marketing: Select one or more market segment to enter

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

Analysis of market potential

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

Market Motivation Analysis of market potential

Total market potential:

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

Company sales forecast:

Company sales potential:

How to measure the customer satisfaction?

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

EAST WEST COLLEGE OF MANAGEMENT.

There are four measures of market share:

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

Design of the study

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

DESIGN OF THE STUDY

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

Analyzing the information Presenting the finding

2.1. OBJECTIVE OF THE STUDY

Consumer satisfaction towards AQUA Cento Drinking Water

EAST WEST COLLEGE OF MANAGEMENT.

Consumer satisfaction towards AQUA Cento Drinking Water

Various theoretical books are: 1. Marketing management -- Philip Kotler

Consumer satisfaction towards AQUA Cento Drinking Water

Annual report Brochure Subscriber

Secondary objectives 1.To find out the opinion of respondent about

EAST WEST COLLEGE OF MANAGEMENT.