Research project on packaged drinking water industry

CONSUMER BEHAVIOUR

The term consumer behaviour refers to the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.

The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It includes the study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it and how often they use it.

To successfully market to different segments the marketing manager needs appropriate marketing strategies which he can design only when he can understand the factors which account for these differences in consumers behaviour and faster

Bottled Water Market in India

• Bottled water industry in India has been growing steadily and is dominated by certain brands in the market. The packaged water segment is extremely competitive with players ramping up their packaging styles to attract a large base of consumers in order to account for a larger share in the market. With rising consumer concerns over health and increasing shelf spaces in the institutional channels, the market is set to boom and exhibit huge potential for players to increase their sales. The report begins with the market overview section which provides a detailed description of the current and forecasted off-trade/retail sales. The difference between packaged and mineral water as well as different forms of distribution is also covered in this section. The section also highlights the regional consumption of bottled water in terms of the bulk water consumption and also the off-trade sales in various regions of India. It also includes the import and export structure of bottled water and the brands that are traded.

Market share of packaged drinking water in india

BISLERI

AQUAFINA

KINGFISHER

KINLEY

XALTA

OTHER

Parle's Bisleri

Coca Cola Kinley

PepsiCo Aqua Fina

Manikchand Oxyrich

Parle Agro Bailley

Rail Neer

Himalaya

Major Players In Packaged Water Industry

Objectives

a. To study the factors that influences the buyers to buy different brands of packaged drinking water.

b. To determine the awareness level of the soap brands

c. To examine the brand awareness for various brands and the attributes and influencers impacting purchase decision

d. To study the impact of consumer promotions and factors influencing switching behaviour.

e. To identify various factors affecting purchases

RESEARCH METHODOLOGY

•Research Design –To study and gain insight about toothpaste usage

•Research Approach –Collecting Data though primary and secondary methods

–Primary Data:-Online Questionnaire-Structured, Questions are closed ended and answered in fixed options

–Secondary Data: -Company website and articles

•Research Method: -Survey, Online Questionnaire,

•Sample Size – 100 customers

•Sampling Method:-Non- probability convenience based sampling

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the research would adopt in selecting items from the sample.

Sample design may as well lay down the number of items to be included in the sample i.e. the size of the sample.

Sample Size- 100

PRIMARY DATA:

• Primary data are those data, which are collected a fresh and for the first time, and thus happen to be original.

• Primary data foe the present study was collected by preparing a well-structured questionnaire. Questionnaires were distributed to the customers and responses were received from the customers.

• Questionnaire is the term that refers to self-administered process whereby the respondents himself or herself reads the questions and record his or her answers without the assistance of an interviewer.

SECONDARY DATA:

• Secondary data are those data, which are collected by someone and which have already been passed through the statistical process. Secondary data for this study were collected from websites, Newspapers and from Textbooks, Magazines.

What are your sources of drinking water?

bottled water

water coller

other

What according to you is the safest form of drinking water?

mineral

RO treated

boiled

filtered

Do you prefer bottled drinking water?

A-yes (55)B-no (12)C-can't say (8)

0 10 20 30 40 50 60

yes

no

can't say

What are the factors you take into consideration before buying bottled water?

price

brand

availablity

certification

don’t care

Which company’s bottled drinking water do you prefer?

Bisleri

kinley

aquafina

other

Where do you generally buy bottled drinking water from?

metro station

railway station

bus stand

malls

locals vendors

What size of bottle do you usually prefer?

500ml

1L

1.5L

2L

Do you carry drinking water with you while travelling?

always

occasionally

rarely

never

If given an option to buy water from a vending machine(at the same cost),would you prefer buying it?

yes

may be

cant say

never

depends

Where do want the vending machines to be installed?

school

college

railway station

malls

other

How much are you willing to spend on the above(1 ltr bottle)?

below 15

15-20

20above

Would you prefer drinking water with an essenseover Soft drinks/artificial juices/lemonade?

yes

no

cant say

depends

Conclusion

• From this study we conclude that while purchasing the drinking water customers considers various factors during their purchasing decision.

• It was found that mostly customer prefers brands while purchasing the drinking water as it is concern for their life’s.

• It is also found that Bisleri is the market leader with the 60% share in the market

• Mostly packaged drinking water pack size used by the customers are 500ml & 1L.

• Customers are also willing to pay average price for packaged drinking water.

Recommendation

• It is recommended that big brands like Bisleri & others can make changes in their price offerings as customer are willing to pay moderate price for their product.

• companies should focus on hygienic factor in their product rather than focusing on reducing the price of their product.

• Companies should focus on local retailers as mostly sales come from local vendors

LIMITATION• The research has a number of limitations which must be acknowledged

Mainly this study was conducted in particular area with limited number of respondent.

• The data collection was based on the opinion of respondent and it may change from time to time.

• The sample size is very limited due to time constraints .

• Many respondents were biased in their responses

• Few respondent were not interested in answering

• Unwillingness of respondent to provide information.

Thank

you