A project report on hul pureit

A PROJECT REPORT ON
Study of Customers Satisfaction towards the
“ Pure it” (HUL)
(With special reference to Cuttack city)
For partial fulfillment of MBA degree course of Biju Pattnaik
University of Technology

Submitted By:
Soumya Prakash Pani
Roll No. B/10/01
Reg. No.1006281028
MBA 2010-12

External Guide: Internal Guide:
Mr. Pratim Chatterjee Mr. Biswarup Singh
Territory Sales Officer Sc Lect. Marketing
HUL( Pure it ) IPSAR

INSTITUTE OF PROFESSIONAL STUDIES & RESEARCH
CDA SECTOR-6 , CUTTACK-753014,ORISSA

1

DECLARATION
I, Soumya Prakash Pani, a student of MBA (2010-12) studying at IPSAR

(Institute of Professional Studies & Research), Cuttack, solemnly declare

that the project work titled- ‘ Study of customers satisfaction towards

“Pure it” (HUL)’ was carried out by me at Hindustan Unilever Limited;

Cuttack, in partial fulfillment of the MBA programme. This programme was

undertaken as a part of academic curriculum according to the University

Date : Soumya Prakash Pani

Place MBA

2010-12

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ACKNOWLEDGEMENT
I feel great pleasure for the completion of this project. At the very outset I would

express my sincere thanks and deep sense of gratitude to personnel who helped me

during the collection of data and gave me rare and valuable guidance for the

preparation of this report.

I am thankful to Dr J. K. Mishra, Director of IPSAR and Prof A. K. Mishra, Dean MBA

for giving us such a wonderful opportunity to work with corporate as a part of our

project work and constantly motivating right from the beginning.

I take this opportunity to express my deep sense of gratitude and appreciation to my

project guide Mr Biswarup Singh, Lect Marketing (IPSAR) for assistance, motivation,

and being a continual source of encouragement for me.

I would like to thank Mr. D. Roy, Business Development Executive (BDE), Mr. Pratim

Chatterjee , Territory Sales Officer (TSO),HUL” Pure it” Cuttack, for always helping

me right from the beginning of the Project. I am thankful to my project guide Mr. Pratim

Chatterjee, TSO for his timely guidance, cooperation and encouragement.

I take opportunity to thanks all my friends and also thank all people who directly or

indirectly concerned with this project. I also express my gratitude to my parents who

give a constant support and love throughout my life and career.

Soumya Prakash Pani

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CONTENTS
Chapters Page No.
Introduction…………………………………………………………………… (1- 3)
Objectives of study……………………………………………………………. (6)
Scope & Importance of study………………………………………………(7)
Methodology…………………………………………………………………….. (8)
Data collection…………………………………………………..………………. (9)
Limitation of the study …………………………….…………………....... (10)
Review of literature………………………………………………………………… (11-13)
Industrial profile……………………………………………………………………. (14-15)
Company profile………………………………………………………………………. (16-21)
Selling strategy Adopted…………………………………………………………….. (22)
Study of consumer satisfaction………………………………………. (24-29)
SWOT analysis of Pure it………………………………………………………..….. (31)
Data presentation & analysis…………………………………………………. (32-50)
Finding……………………………………………………………………………………....... (51)
Conclusion……………………………………………………………………………………. (52)

Recommendations……………………………………………………………….…… (53)
Bibliography……………………………………………………………………………..….. (54)

Questionnaire……………………………………………………………………………………………... (55-58)

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INTRODUCTION

MARKETING RESEARCH

“Marketing research means the systematic gathering, recording, analyzing of data
about problems relating to the marketing of goods and services”
Marketing research has proved an essential tool to make all the need of

marketing management. Marketing research therefore is the scientific process of

gathering and analyzing of marketing information to meet the needs of marketing

management. But gathering of observation is must be systematic.

Growth Trends in Market Research

India, fastest growing market research industry in the world, with growth rates at

around 31 % (2006-07) . China is a distant second growing at 20 %. The size of the

industry if of 595 crore, but the industry is growing rapidly with a lot of business

coming from overseas. The business coming from overseas from overseas involves lot of

outsourcing as cost advantages are enormous. The processing of data is almost 50%

cheaper in India. The processing of data is almost 50% cheaper are in India than in

developed countries. The outsourcing business amounts to almost for the 8 % industry

and this figure is doubling in value every year.

Key Players in Market Research:-
IMRB (Indian Market Research Bureau)

ICMR (Indian Council of Market Research)

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Scope of Market Research

Many people think that marketing research is just a consumer survey, asking consumers about

certain product or services. Though consumer research is an integral part of marketing

research, the latter is quite a pervasive activity, covering the various types of marketing

problems that confront the marketing manager. There are various discussion confined to the

market research which are as follows.

 Product Research

 Sales Research

 Customer Research

 Pricing Research

 Advertising Research

OBJECTIVES

To know the satisfaction level of customers towards Pure it products and

services.

Motivating the customers to take Pure it water purifier.

How to increase productivity of sales .

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SCOPE AND IMPORTANCE OF THE STUDY

The project aims to get us out of the classroom and into the real world of companies/

competitors, markets, managers and customers. For me, it opens the way for walking

into experiences. The ultimate goal of this research is enormous with its true sense.

Physically and practically, it shows the potential for the company and me.

 The scope of the project helps in analyzing the factors, which influence the

referring behavior of customers.

 The scope is such that the study has been conducted by taking samples from

different areas, which depicts the overall picture.

 The results obtained will give an overview of the different criteria based on

which an existing customer can be used to generate sufficient leads for the

company.

 The study can be helpful in taking decision so as to improve the approach

towards customers for getting reference and service.

 This project also helps to know how an organization works in real environment

and under different market scenario.

Importance of Study:

The main purpose of study is to increase the productivity of kiosk (outreach) regarding

HUL Pure it water purifiers. The survey was conducted in Cuttack area not all but only

some parts have included for survey. Due to shortage of time it was not possible to

cover the whole areas. Thus the scope of the study was completed with the time and

resources available.

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METHODOLOGY

Type of research-Descriptive & Exploratory research

Descriptive study is a fact finding investigation with an adequate interpretation. It is the
simplest type of research and is more specific. Mainly designed to gather descriptive
information and provides information for formulating more sophisticated studies.
Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studies.

Scaling technique

For the measurement of variables, Nominal Scale is used which is the most widely used scale in

market research, where respondents specify their response to a statement.

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DATA COLLECTION

1. Primary Data

(A).Questionnaire: - A set of questions related to the research topic was formulated. Response
for each questions included in the questionnaire has been collected from the customers.
(B). Interview: - Apart from collecting different responses from the customers some extra
information has been obtained through face to face interviewing activity.

2. Secondary Data

 Secondary research was done to build an in-depth understanding of the satisfaction levels
of customers.
 Information from various published resources like India stat and other research bodies
were also used to validate the market figures and cross-validate the data.
 Detailed analysis of secondary information was used to arrive at the specific frameworks
provided in the report.

3. Sampling methodology: The sampling methodology used is Non Probability

sampling technique-Convenience sampling (A non probability sampling technique that attempts

to obtain a sample of convenient elements. The selection of sampling unit is left primarily to the

interviewer)

4. Sample size: I had chosen 100 samples for the analysis.

5. Questionnaire: The questionnaire is formed in such a way that the information
required for the study is acquired from each item i.e. questions. Here I have used Nominal scale
of measurement to measure the respondent’s responses with each of the series of the items in
the form of statements. The respondents’ category range from housewives & working women to
working men.

6. Sampling design:

I. Selection of study area: Cuttack. Selection of Sample size: 100

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LIMITATIONS OF THE STUDY.

At most attention was taken to eliminate any kind of biasness & mi-interpretation in the

study to get optimum result. Even though the following limitations could have certain

degree of impact on the findings.

 The study was confined to Cuttack city only which may not represent the real

picture of the entire Orissa.

 Many retailers were not interested in Pureit because of steep competition in the

locality among retailers.

 Data collected about satisfaction & awareness level may not represent the real

picture.

 My Study is confined to 100 respondents.

 Lack of research experience.

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REVIEW OF LITERATURE
Who is a Customer?
A customer is 'a person or organizational unit that plays a role in the consummation of
a transaction with the marketer or an entity'. (Sheath et al., 1999). From this definition,
customers of mobile phone companies could be individuals, households and
organizations. Even as these companies pay more attention to meeting the needs of
their individual customers, they need also to make sure that the needs of their
corporate customers are met as well. .

Customer Satisfaction

customers' needs desires and expectations'. Kotler (2003) also defines satisfaction as
'a person's feeling of pleasure or disappointment resulting from comparing a product's
perceived performance (or outcome) in relation to his or her expectations'. Satisfaction
is an overall customer attitude towards a service provider, or an emotional reaction to
the difference between what the customer anticipate and what they actually receive, as
far as the fulfillment of some need, goal and desire is concerned. (Hans mark and
Albinsson 2004).

These definitions all point to the fact that every customer has in one way or the other
something he/she expects from his/her service providers. These expectations have
come into play because of a need that has to be satisfied. These expectations are not the
same as there are many customers. Kotler et al (2002), posit that the customer gets
dissatisfied if performance is below expectation and vice versa. If performance goes
beyond the expectation of the customer, the customer is highly satisfied and delighted.

Motley, (2003), corroborates the idea of matching service performance with
customers' expectations. He notes that the mission of a business is the creation of
satisfied clients who tend to favour the organization through time by patronizing the
services being delivered by the business. He goes further to mentions that, businesses
can achieve this aim by understanding what satisfies and dissatisfies their customers or
clients.
Christopher, Payne, and Ballantyne (1993) have defined service quality as the ability
of the organization to meet or exceed customer expectations. Service quality is believed

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to depend on the gap between expected and perceived performance (Anderson, Fornell,
& Lehmann, 1994).Gitlow, Oppenheim, and Oppenheim (1989) also stated that service
quality is the extent to which the customer or users believe the service surpasses their
needs and expectations.

Customer Satisfaction and Loyalty: The Relationship

The question which needs to be answered is whether there is any correlation and/or
relationship between customer satisfaction and customer loyalty. Kotler (2003) put
forward that there is no direct relationship between customer satisfaction and
customer loyalty. In other words, the
relationship is not proportional. The idea of customer satisfaction not directly linked
with customer loyalty is supported by Oechsli and Matt (2000). They hold the view
that; the fact that a customer is satisfied with the services of a business does not
guarantee his or her loyalty. They therefore see a sharp distinction between customer
satisfaction and loyalty. In their own words, 'satisfaction is a fleeting emotional
response to the quality of the client's last business transaction'. 'Being satisfied at the
moment is no guarantee of an ongoing relationship'. Hokanson (1995) mentions the
fact that a very satisfied customer does not necessarily mean a loyal customer.

Winstanley and Martha (1997), have a different view about the relationship between
customer satisfaction and loyalty. They perceive a direct relationship between
satisfaction and loyalty. They claim that when customers are satisfied, they concentrate
their business with one business or service provider. Also customers who are highly
satisfied are much more likely to view their service providers as their main relationship
business. Thus, Clarke (2001), has put forward the argument that, 'a business that
focuses exclusively on customer satisfaction runs the risk of becoming an
undifferentiated brand whose customers believe only that it meets the minimum
performance criteria for the category'2010

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INDUSTRY PROFILE
In the last decade and more, the country has undergone many changes and one of the
important ones is that people have become health conscious. People realized that
around 80 per cent of diseases in India are caused by water-borne micro-organisms.
According to a 2009 World Health Organization report, 1.1 billion people lack access to
an improved drinking water supply, 88% of the 4 billion annual cases of diarrheal
disease are attributed to unsafe water and inadequate sanitation and hygiene, and 1.8
million people die from diarrheal diseases each year. The WHO estimates that 94% of
these diarrheal cases are preventable through modifications to the environment,
including access to safe water. Simple techniques for treating water at home, such as
chlorination, filters, and solar disinfection, and storing it in safe containers could save a
huge number of lives each year. Reducing deaths from waterborne diseases is a major
public health goal in developing countries.

Water purifier are one of the most used kitchen utilities .Available in India .water
purification and backpacking is an industry in itself in India. Portable Version of Water
purifiers are available for camping and hacking. Water purification methods include the
mechanized version as well as the age old and time-tested water purification tablets.
The Water purification process includes removing contaminants from the raw water
source. Some of the home remedies for water purification are boiling or the use of the
household charcoal filter. But these do not ensure the required standard of water
purification thus a proper treatment is mandatory. That’s where the water purifiers for home
step in treatment of water by ozone also provides certain levels of purity.

Water Purifier Market in India 2011

The water purification and treatment industry in India, under siege from cheap imports
of water treatment products from China, is working to set standards for the water
treatment industry in the country as a safeguard against 'spurious' products. This is
being done through a certification process. Hence, for the first time the industry has put
its head together to come up with a solution. In a country like India, where water
scarcity is growing by the day, there are too many issues relating to water. This has

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meant that there are dime a dozen firms that are trying to make the best of the situation.
Now there is a clamor for proper standards.

India Water Purifier Market has tremendous growth potential

Globally more than one billion people lack access to safe drinking water and
approximately 2.4 Billion people lack access to proper sanitation, nearly all of them in
the developing countries, including India. Nearly a third of the world's population
worldwide live in water-stressed areas. This figure is expected to rise to two-third of
the population by 2025.With increasing number of people becoming conscious of the
risks of drinking contaminated water, the demand for water purifiers is rising rapidly.
In the past few years, Indian water purifier industry has witnessed an exponential
growth of 22% CAGR. The water purifier industry sales grew dramatically during FY'09
as compared to previous fiscals due to improving demand and expanding production
capacity. The industry saw high growth of rate 17% during FY'08 due to the increasing
awareness for safe drinking water. The UV segment, which constitutes more than 55%
of the industry and is a key focus area for water purifier manufacturers, due to the
higher margins it offers, is expected to continue its rapid growth. According to Research,
Indian Water Purifier industry will continue its growth trajectory and is expected to
witness a turnover growth of more than 22% CAGR during the period between FY'11
and to FY'14.Research conducted a survey across 10 major cities in India with 600 users
of water purifier to understand the market size, growth drivers, issues and buying
behavior patterns. The cities covered in survey were, NewDelhi, Mumbai, Kolkata,
Chennai, Bangalore, Hyderabad, Ahmadabad, Chandigarh, Pune and Bhubaneswar.

Major players in water purifier market in India
Eureka Forbes, Philips , Kent, Whirlpool, UshaBrita, Alfaa, Godrej, Kenstar, Hitech, Jaipan,

Maharaja White line, Orpat & Zero B are the competitors’ of Pureit.

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COMPANY PROFILE
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods
Company, with leadership in Home & Personal Care Products and Foods & Beverages.
HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out
of three Indians. They endow the company with a scale of combined volumes of about 4
million tonnes and sales of nearly Rs.13, 718 crores. The mission that inspires HUL's
over 15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meets
everyday needs for nutrition, hygiene, and personal care with brands that help people
feel good, look good and get more out of life. It is a mission HUL shares with its parent
company, Unilever, which holds 51.55% of the equity. The rest of the shareholding is
distributed among 360,675 individual shareholders and financial institutions. A Fortune
500 transnational, Unilever sells Foods and Home and Personal Care brands in about
100 countries worldwide.

HUL is also one of the country's largest exporters; it has been recognized as a Golden
Super Star Trading House by the Government of India. Over time HUL has developed
into a viable & competitive sourcing base for Unilever worldwide in Home and Personal
Care & Foods & Beverages category of products. HUL is also a global marketing arm for
select licensed Unilever brands and also works on building categories with core country
advantage such as branded basmati rice.

HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna,
Kwality Wall's – are household names across the country and span many categories -
soaps, detergents, personal products, tea, coffee, branded staples, ice cream and
culinary products. They are manufactured over 40 factories across India. The
operations involve over 2,000 suppliers and associates. HUL's distribution network,
comprising about 4,000 redistribution stockiest, covering 6.3 million retail outlets
reaching the entire urban population, and about 250 million rural consumers.

HUL believes that an organisation's worth is also in the service it renders to the
community. HUL is focusing on health & hygiene education, women empowerment, and
water management. It is also involved in education and rehabilitation of special or

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underprivileged children, care for the destitute and HIV-positive, and rural
development.
HUL has also responded in case of national calamities / adversities and contributes
through various welfare measures, most recent being the village built by HUL in
earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused
devastation in South India. In 2001, the company embarked on an ambitious
programme, Shakti. Through Shakti,HUL is creating micro-enterprise opportunities for
rural women, thereby improving their livelihood and the standard of living in rural
communities. Shakti also includes health and hygiene education through the Shakti Vani
Programme, and creating access to relevant information through the iShakti community
portal. The program now covers 15 states in ndia and has over 45,000 women
entrepreneurs in its fold, reaching out to 100,000 plus villages and directly reaching to
150 million rural consumers. By the end of 2010, Shakti aims to have 100,000 Shakti
entrepreneurs covering 500,000 villages, touching the lives of over 600 million people.

HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The
programme endeavors to induce adoption of hygienic practices among rural Indians
and aims to bring down the incidence of diarrhea. It has already touched 84.6 million
people in approximately 43890 villages of 8 states. The vision is to make a billion
Indians feel safe and secure.

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Home care brands

HUL has a diverse portfolio of brands offering home care solutions for millions of consumers
across India.

Personal care brands
Company’s personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk,
are recognized and love by consumers across India. They help consumers to look good
and feel good and in turn get more out of life.

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Food brands
HUL is one of India’s leading food companies. Our passion for understanding what people want
and need from their food - and what they love about it - makes our brands a popular choice

Water purifier

Pure It is the world’s most advanced in-home water purifier. Pure It, a breakthrough
offering of Hindustan Unilever (HUL), provides complete protection from all water-
borne diseases, unmatched convenience and affordability.

The most advanced in-home water purifier in the world! Pure It, a breakthrough
offering of Hindustan Unilever, comes with many unique benefits – complete protection
from all water-borne diseases, great convenience, and unmatched affordability. Pure It’s
unique Germ kill Processor technology removes all harmful viruses and bacteria and
removes parasites and pesticide impurities, giving to people water that's 'as safe as
boiled water'. It assures your family of 100% protection from all water-borne diseases
like jaundice, diarrhea, typhoid and cholera. What’s more, it doesn’t need gas, electricity
or continuous tap water supply. People will be further reassured to know that Pure It
meets stringent international criteria of Environment Protection Agency (EPA), USA for
harmful virus and bacteria removal.

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Four purifier stages of Pure It

Pure it purifies your drinking water in four stages, beginning with the removal of visible dirt,
followed by the removal of harmful parasites and pesticide impurities. Then, the harmful
viruses and bacteria are removed and finally the water is rendered clear, odour less and great
tasting by removing remaining impurities.

Water Purifiers offered by HUL

Pureit Marvella & Pure it Auto fill

Pureit Classic &Pureit Compact

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SELLING STRATEGY ADOPTED

Because of the low interest and since the product benefits needs to be demonstrated to
the customers, conventional distribution was not viable. Hence Hindustan Unilever
limited chose the less traveled Direct Selling route.

The Hindustan Unilever’s sales man in water division is called PWE. It has three
streams for selling of product i.e. cold calls (door to door selling), outreach (Kiosk) and
clinic (Hospital). It is a tough job for these salesmen who have to go through the "cold
calls" to get a sale. At one point of time, because of the aggressive nature of these sales
persons, people became scared even to listen to these sales persons. Now this
aggression has mellowed down to a more professional sales approach.

Selling Strategies adopted by company are 1. Direct Selling- Door-to-Door Selling 2.
Outreach (Kiosk) 3.Clinic (Hospital)

Product Segmentation

Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and

price affordability. The water purifiers are classified as follows:

(1)Pure it compact – Rs 1000 /-

(2)Pure it M05 Model – Rs 2000 /-

(3)Pure it Autofill –Rs 3200 /-

(4)Pure it Marvella –Rs 6900 /-

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STUDY OF CUSTOMER SATISFACTION TOWARDS PURE IT

‘Consumer is king’ –the statement carries profound truth in it. Today the success of any
firm depends upon the satisfaction of consumers. For satisfying the consumers the firm
should know about the behavior of the consumers. In these circumstances
understanding consumer is a very difficult task because of the changing technology,
innovation, and changes in life style. Researchers conducted many research in this area,
and they given only few suggestion, but there is no final conclusion. As per the ideas
given by the researchers, there are two factors influencing the consumers such as
intrinsic and extrinsic factors. It is difficult to classify consumers by conventional
demographic factors and unless their thought process and buying behavior are fully
understood, decisions on product designs and packaging, branding and distribution
channels are likely to be misplaced. With the inevitability of change looming large over
the horizon, Indian companies must learn from their western counterparts; not only to
identify the sources, timing and direction of the changes likely to affect India, but also
the new competencies and perspective that will enable them to respond to these
changes, comprehensively and effectively. This study mainly focus on understanding the
external factors like demographic, social, cultural ,price, quality ,product attributes etc
for buying water purifier like HUL Pureit . The market share of any product is highly
determined by the purchasing behavior of the consumers. Following study is conducted
by the researcher to find out the behavior of the consumers, to analyze the preference of
consumers, & consumer awareness. Descriptive research design was adopted and the
data is collected through primary and secondary sources.

Factors that affect the consumers decision &
perception
Product Type:
Past research indicates that consumers purchase and channel decisions might be
influenced by the type of product being investigated (Cox and Rich 1964:Lumpkin and
Hawes 1985;Morrison and Roberts 1998:Papadopoulos 1980:Prasad 1975:Sheth 1983:
Thompson 1971).In particular ,these authors state 29 that certain products might be

24

more appropriate for one channel or another, which ultimately influences consumers
channel preference and choice.

Quality:
It is our aim to provide the best product for the consumer and we believe that if the
products have quality the consumer will pay the price, says , regional business director
of HUL.

Promotion:
The greatest challenge faced by companies today is holding and increasing their market
share and value. This is always a strenuous exercise and one of the tools for the same is
marketing. There is no specific game rule available for using these marketing tools .The
reason is: each promotional tool has its own characteristics.

Brand Awareness:
According to Rossiter and Prey (1987), brand awareness precedes all other steps in the
buying process. A brand attitude cannot be performed, unless a consumer is aware of
the brand. In memory theory, brand awareness is positioned as a vital first step in
building the bundle of associations which are attached to the brand in memory (Stokes,
1985).

Family influence:
A family exerts a complex influence on the behaviors of its members. Prior family
influence research has focused on intergenerational rather than intergenerational
influence in consumer renationalization. As has been compellingly demonstrated,
parents influence children (Moore, Willkie, and Lutz2002; Moschis 1987).Yet,
consumption domains clearly exist where sibling efforts may also be exerted

Demographic factor:
Based on this study demographic factor like age, gender, education, status, and income
influence people indirectly for decision making. This is supported by following evidence.
Demographic factors play a major role in children’s power to influence their parents.
For example, Foxman et al. (1989) argue that age is a relevant variable as older children

25

are presumed to be more knowledgeable about products and family needs. This is
mainly due to their increase in cognitive development (Piaget, 1972)

Brand image:
Based on this study the preference for selecting water purifier is mainly based on brand,
quality, and taste. Brand image influencing the consumer mind and consumer feel the
quality of the product. This is supported by the following review. Zeithaml,
Parasuraman, and Berry (1985) suggested that the brand image was an extrinsic
attribute of the product.

Advertising:
Based on this study majority of the respondents influenced by advertisement for
buying water purifier. In recent circumstances technology plays an important role in
decision making; especially in advertising field the technology role is very high.
Television advertisement inducing the consumer mind for decision making, especially
advertisement for water purifier influencing the consumer to buy a particular brand.
Other kind of advertisement in magazine, newspaper also influencing the people.
Advertising is a strong base for consumer.

Product attributes:
Based on this study product attributes also influencing the consumers for decision
making. Most of the respondents gave importance to healthy prevention of any water
born diseases, herbal attribute, and fresh water. So people consider the benefit of the
product for buying water purifier.

Price:
Based on this survey, most of the respondents are influenced by price then availability,
and then packaging .For increasing the price of a product the company should consider
the views of consumer otherwise the consumer switch over to competitor product.

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Why customer will choose Pure it as ultimate water purifier?

Feature Comparison

Compared with other available water purification methods, Pureit is by far the best option, in

terms of safety, convenience and affordability.

Key features Pureit Boiling Leading UV Candle

process inline filter

purifier

Removes harmful Viruses
 to boil
Need


Removes harmful Bacteria
 30-40
for


Removes harmful Parasites(causes

Min

amoebiasis, diarrhoea, etc)

End-of-life indicator
 

Advanced Auto Switch-off
 
Great taste
 

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Improves clarity
 

Removes odour
 
Doesn't need expensive gas
  

Doesn't need electricity
  

Doesn't need continuous tap water
  

Doesn’t need plumbing
  

Doesn't need an expensive
  

maintenance contract
  

Low initial cost
  

Low on-going cost
 

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The above table shows that Pureit’s initial price of Rs. 2000 and the ongoing price of
only Re. 1 for 4 litres of water is the most competitive offer in the market. This is
because Pureit doesn’t need expensive gas, doesn’t need electricity, doesn’t need
maintenance

Cost comparison across purification methods

Method of purification paise/litre

Cost of Pureit water 24

Cost of Pureit water 35

Cost of boiling water 47

Cost of leading UV in-line 64

purifier

Cost of 20 litres of leading 350

bottled water brand

Cost of 1 litre of leading bottled 1200

water brand

This study is especially conducted on Consumer’s preference and buying interest
towards HUL Pure it and in this process of research I have take opinions of 100 people
through questionnaire method made by myself.

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SWOT ANALYSIS OF HUL PURE IT
STRENGTH
HUL has more than 100 million customers. It is the largest FMCG company in
India, and also put a step forward to the water purifier industry by lunching Pure
it.

The company has covered the entire Indian nation with its Product. This has
underpinned its large and rising customer base.
It is the 4th largest FMCG Company in the world.

WEAKNESS
UL have stopped door to door selling from 2009 which going to be a biggest
weakness for the company and newly introduced market strategy for Pure it
not working effectively.

OPPORTUNITY
HUL Pure it have newly introduced Pure it Marvella RO with reverse osmosis
technology which now going to compete with Eureka Forbes Aqua guard Ro.
Opportunity is always there because of a strong brand name also.
HUL Pure it going to make available there product in rural areas in India by
spreading there distribution channels which going to help them to get more
consumers because the quality of drinking water is not good there.

THREAT
Quickly changing global industry can be a matter of threat for HUL in india.
TATA have introduced its product in Indian water purifier market, Tata Swach
which is a matter of concern for Hul Pure it.

31

DATA PRESENTATION & ANALYSIS
The following data have been collected during the research period taken by me through
the questionnaire method on 100 people of Cuttack city, Orissa.

Frequency Table

Table 1: Frequency and Percentage of the respondents who have water purifier

Have a Water Purifier Frequency Percent

Yes 65 65.0

No 35 35.0

Total 100 100.0

Fig 5.1: Frequency and Percentage of the respondents who have water purifier

preference

70
60
50
Axis Title

40
30
20
10
0
yes no
preference 65 35

32

INTERPRETATION

The total no. of respondents includes in the research is 100.Out of 100 respondents, 65
% (65) of people have a water purifier and 35 % (35) people have not water purifier.

Table 5.2: Frequency and Percentage of respondents “which company water purifier, you
are using and will use”

Which Company Frequency Percent

Eureka Forbes 35 35.0

HUL Pure it 25 25.0

Kent 15 15.0

Philips 10 10.0

Whirlpool 6 6.0

Any Other 9 9.0

Total 100 100.0

Fig 5.2: Frequency and Percentage of respondents “which company water purifier, you
are using and will use”

33

FREQUENCY
Eureka
35 Forbes
30 HUL Pure it

25 Kent
20 Philips
35
15
25 Whirlpool
10
15
5 10 9
6
0

9 PERCENTAGE
0.6
Eureka
10
35 Forbes
HUL Pure it

Kent
15 Philips

Whirlpool

25

INTERPRETATION

Out of 100 respondents, the data of people are using water purifier and people are not

using water purifier .Those people are not using water purifier, if they will buy ,they will

buy only this company’s product like Eureka Forbes,Hul,Kent,Philips,Whirlpool.35%

(35),25% (25),15% (15),10%(10),6% (6),9% (9) of people are using and will use

Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other company’s water purifier.

34

Table 5.3: Frequency and Percentage of respondents about the quality of Battery kits of
Pure it

Quality Frequency Percent

Good 65 65.0

Poor 25 25.0

Don’t know 10 10.0

Total 100 100.0

Fig 5.3: Frequency and Percentage of respondents about quality of battery kits of pure it

FREQUENCY PERCENTAGE
70
10
60
good
50
25
40 poor
65
30 FREQUENCY
65Don't
20 Know
25
10
10
0
Good Poor Don't
Know

INTERPRETATION
The above data tells about Battery kit quality of Pure it water purifier, that is the Pure it
is working with battey kit is good or not. Out of 100 respondents, 65 % (65) of people
have given their view that ‘yes’ and 25 % (25) of people have given their view ‘No’& rest
10% have don’t know about it.

35

Table 4: Frequency and Percentage of respondents “Pure it doesn’t use chemicals”.

Pure it uses no chemical Frequency Percent

Yes 40 40.0

No 50 50.0

Don't Know 10 10.0

Total 100 100.0

Fig 4: Frequency and Percentage of respondents “Pure it doesn’t use chemicals”

50
45 10
40
Yes
35 40
30
50 No
25
20 40 FREQUENCY
50 Don't
15 Know
10
5 10
0
Yes No Don't
Know

INTERPRETATION
The above data has given that out of 100 respondent 40% (40 )of them agreed that
there is no chemical use in Pure it water purifier.50% (50) people not agreed to the
statement & rest 10% tell don’t know about it.

36

Table 5: Frequency and Percentage of respondents about taste good, odorless and looks
clear

TASTE GOOD,ODORLESS FREQUENCY PERCENT
LOOKS CLEAR

satisfied 75 75.0

Not satisfied 10 10.0

Say nothing 15 15.0

Total 100 100.0

Fig 5: Frequency and Percentage of respondents about taste good, odorless and looks
clear for Pure it

85
Frequency PERCENTAGE
90
80
70
60
15
50 10 satisfied
40
30 75 Not satisfied
15 Say nothing
20 10
10
0
satisfied Not Say
satisfied nothing

Frequency

INTERPRETATION

The above data has given the frequency and percentage of respondents about taste of
water is good, odorless, looks clear in case of Pure it . Out of 100 respondents, 75 %
(75) of people have given their view ‘YES’. the taste of water is good, odorless and looks
clear.10% (10) of people have told ‘NO’, the taste of water is good, odorless and looks
clear and 15 % (15) of people have given their view ‘don’t know’ about taste of water.

37

Table 6: Frequency and percentage of respondents about “ Pure it give water as safe as
boil water”.

Pure it gives water as safe as FREQUENCY PERCENT
boil water

Yes 67 67.0

No 23 23.0

Don't Know 10 10.0

Total 100 100.0

Fig6: Frequency and Percentage of respondents about “Pure it gives water as safe as boil
water”.

Frequency Yes No Don't Know

10%
23%
67
67%
23
10

Yes No Don't
Know

INTERPRETATION

The above data has given the frequency and percentage of respondents about Pure it gives

water as safe as boil water. Out of 100 respondents, 67% (67) of people have given their view

‘YES’. the water is as safe as boiled water.23 % (23) of people have told ‘NO’ water is no as safe

as boil water and 10 % (10) of people have given their view ‘don’t know’ about taste of water.

38

Table 7: Frequency and Percentage of respondents about after sales service of Pure it
water purifier.

SERVICE AFTER SALES FREQUENCY PERCENT

Satisfied 68 68.0


Total 100 100.0

Fig7: Frequency and Percentage of respondents about after sales service of Pure it

PERCENTAGE

80 68

60 32
32
40
Yes
20
No
0
68
Yes No

Yes No

INTERPRETATION

The above data has given frequency and percentage of respondents about service after

sales of Pure it.64 % (64) of people have given their view that they are satisfied with

after sales , service of Pure it and 36 % (36) of people have given their view that after

sales service of Pure it is not good.

39

Table 8: Frequency and Percentage of respondents about what comes your mind first i.e.
Price or Health & Safety or Both

What comes your mind first Frequency Percent

Price 16 16.0

Health & Safety 39 39.0

Both 45 45.0

Total 100 100.0

Fig 5.10: Frequency and percentage of respondents about what comes your mind first i.e.
Price or Health & Safety or Both

PERCENTAGE
Frequency
45 16
40 Price
35 Price
30 45 Health &
25 45 Safety
20 39 Health &
15 Safety Both
10 16 39
Both
5
0
Price Health Both
&
Safety

INTERPRETATION

The above data has told, frequency and percentage of respondents about what comes

customers mind first i.e. Price or Health or Both. Out of 100 respondents, 45 % (45) of

respondents have given their view that both that is price as well as health and safety.

Percentage of respondents who are only concern about health and safety was found 39

% (39).Percentage of respondents who are concern about only price was found 16 %

(16).

40

Table 9: Cross tabulation between ‘Company and Taste of water

WHICH Tastes good ,odorless ,looks clear Total
COMPANY
Yes No Don’t Know

Eureka Forbes 45 1 4 50

Hul 9 2 3 14

kent 9 1 0 10

Philips 8 1 1 10

Whirlpool 4 2 1 7

Any Other 5 2 2 9

Total 80 9 11 100

Fig 5.12: Cross tabulation between ‘Company and Taste of water

45
45
40
35
30
25
20 Yes
15 No
9 9 8 Don‟t Know
10
4 4 5
5 1 23 10 11 21 22
0

41

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

A. Eureka Forbes : Among the total 50 Eureka Forbes users
The view of Eureka Forbes users toward taste of water is good, odorless and looks clear
was found, Yes – 90 % (45), No- 2% (1), Don’t know- 8% (4)

B. Hul : Among the total 14 Pure it (Hul) users
The view of Hul users toward taste of water is good, odorless and looks clear was found,

Yes – 64.3 % (9), No- 14.3% (2), Don’t know- 21.4% (3)

C. Kent : Among the total 10 kent users
The view of Kent users toward taste of water is good, odorless and looks clear was found,

Yes – 90 % (9), No- 10% (1), Don’t know- 0% (0)

D. Philips Among the total 10 Philis users

The view of Philips users toward taste of water is good, odorless and looks clear was found,

Yes – 80 % (8), No- 10% (10), Don’t know- 10% (10)

F. Whirlpool: Among the total 7 Whirlpool users

The view of Whirlpool users toward taste of water is good, odorless and looks clear was found,

Yes – 51.1 % (4), No- 28.6% (2), Don’t know- 14.3% (14.3)

G. Any Other: Among the total 9 any other water Purifier users

The view of any other Water purifier users toward taste of water is good, odorless and looks
clear was found, Yes – 55.6 % (5), No- 22.2% (2), Don’t know- 22.2% (2)

2. PERCENTAGE WITHIN ‘TASTE OF WATER’
A. Yes: Among the total 80 respondents for whom the taste of water is good, odorless and looks
clear.
The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was
found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5) respectively.

42

B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and looks
clear
The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was
found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2) respectively.

C. Don’t know : Among the total 11 respondents ,they don‟t know the taste of water is good,
odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users, Philips
users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1), 18.2 % (2)
respectively.

Table 10: Cross tabulation between ‘Which Company and Prefer to buy the product’

Which Prefer to buy the product Total
company

Retail Franchisee Demo at
Outlet Dealer your
doorstep

Eureka 15 10 25 50
Forbes

Hul 4 2 8 14

Kent 4 4 2 10

Philips 3 5 2 9

Whirlpool 2 4 1 7

Any other 2 5 2 9

Total 30 30 40 100

43

Fig 10: Cross tabulation between ‘Which Company and Prefer to buy the product’

Chart Title
Retail Outlet Franchisee Dealer Demo at your doorstep
25

15

10
8
5 5
4 4 4 4
3
2 2 2 2 2 2
1

Eureka Hul Kent Philips Whirlpool Any other
Forbes

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

A. Eureka Forbes: Among the total 50 respondents

The percentage of respondents toward prefer to buy the water purifier from retail outlet was

found 26 %( 13).The percentage of respondents toward prefer to buy the water purifier from

Franchisee Dealer was found 48 %( 24).The percentage of respondents toward prefer to buy the

water purifier from Demo at your door step was found 14 %( 7)

B.Hul: Among the total 14 Pure it (Hul) users


found 35.7 %( 5).The percentage of respondents toward prefer to buy the water purifier from


water purifier from Demo at your door step was found 7.1 %( 1)

44

C.Kent : Among the total 10 kent users





D: Philips Among the total 10 Philis users





E. Whirlpool: Among the total 7 Whirlpool users


found 0 %( 0)

The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer

was found 57.1 %( 4).The percentage of respondents toward prefer to buy the water purifier

from Demo at your door step was found 42.9 %( 3)

F.Any Other : Among the total 9 any Other water Purifier users


found 22.2 % (2).The percentage of respondents toward prefer to buy the water purifier from

Franchisee Dealer was found 55.6 % (5).The percentage of respondents toward prefer to buy

the water purifier from Demo at your door step was found 22.2 % (2)

2. PERCENTAGE WITHIN ‘PREFER TO BUY THE PRODUCT’

A.Retail Outlet: Among the total 30 respondents

45

The percentage of people who prefer to buy the Eureka Forbes water Purifier from Retail Outlet

was found 52% (13).The percentage of people who prefer to buy the Hul water Purifier from

Retail Outlet was found 20 %( 5).The percentage of people who prefer to buy the Kent water

Purifier from Retail Outlet was found 8% (2).The percentage of people who prefer to buy the

Philips water Purifier from Retail Outlet was found 12% (3).The percentage of people who

prefer to buy the whirlpool water Purifier from Retail Outlet was found 0 %( 0).The percentage

of people who prefer to buy the any other water Purifier from Retail Outlet was found 8% (2)

B.Franchisee Dealer: Among the total 30 respondents

The percentage of people who prefer to buy the Eureka Forbes water Purifier from Franchisee

Dealer was found 49%(24).The percentage of people who prefer to buy the Hul water Purifier

from Franchisee Dealer was found 14.3% (7).The percentage of people who prefer to buy the

Kent water Purifier from Franchisee Dealer was found 8.2 % (4) .The percentage of people who

prefer to buy the Philips water Purifier from Franchisee Dealer was found 10.2 %( 5).The

percentage of people who prefer to buy the whirlpool water Purifier from Franchisee Dealer

was found 8.2 % (4).The percentage of people who prefer to buy the any other water Purifier

from Franchisee Dealer was found 10.2% (5)

C.Demo at your door step: Among the total 40 respondents

The percentage of people who prefer to buy the Eureka Forbes water Purifier from
Demo at your door step was found 43.8% (7).The percentage of people who prefer to
buy the Hul water Purifier from Demo at your door step was found 6.3 % (1).The
percentage of people who prefer to buy the Kent water Purifier from Demo at your door
step was found 12.5% (2) .The percentage of people who prefer to buy the Philips water
Purifier from Demo at your door step was found 6.3 %( 1).The percentage of people
who prefer to buy the whirlpool water Purifier from Demo at your door step was found
18.8 % (3).The percentage of people who prefer to buy the any other water Purifier
from Demo at door.

46

Table 11: Frequency and Percentage of respondents “satisfaction on Order delivery
status of Pure it “

Order delivery satus Frequency Percent

Satisfied 64 64.0


Don't Know 10 10.0

Total 100 100.0

Fig 11: Frequency and Percentage of respondents “satisfaction on Order delivery status
of Pure it “

PERCENTAGE
Don't
Know
64 10%
70
60
50
40 26
30 Not
20 10 satisfied
10 26%
0
satisfied
Satisfied Not Don't 64%
satisfied Know

Satisfied Not satisfied Don't Know

INTERPRETATION

The above data has given, for Pure it water purifier delivery status ; people satisfaction on

order delivery of the product.64 % of people have given their view ‘satisfied’.26 % of people

have given their view ‘not satisfied’, .10 % of people have given their view ‘don’t know’.

47

Table 12: Frequency and Percentage of respondents “satisfaction on pcice of Pure it”

Price of pore it Frequency Percent

Satisfied 75 75.0


Don't Know 10 10.0

Total 100 100.0

FREQUENCY
80
70
satisfi
60 ed
50
40 75 Not
satisfi
30 ed
20
10 15 10
0
satisfied Not Don't
satisfied Know

PERCENTAGE

10

15 satisfied

Not
satisfied
Don't
75 Know

48

INTERPRETATION

The above data has given, on the basis of view of the respondent on price of the product;

people satisfaction on price of the product.75 % of people have given their view

‘satisfied’.15 % of people have given their view ‘not satisfied’, .10 % of people have

given their view ‘don’t know’.

49

MARKET POSITION OF HUL PURE IT
It can be observed that the from overall data analysis provides a positive picture about
the market position of Pure it. Out of 100 respondents 42% agreed that Pure it market
position is good, 25% agreed that market position of pure it is excellent, 21% people
said that market position of pure it is average & rest 13 not satisfied with the market
position.

Sales

Unsatisfied
13%
Good
41%
Excellent
25%

Average
21%

50

FINDINGS
65% of the respondents are have a water purifier while 35% of the respondents do
not have a water purifier.
25% of the respondents use Pure it, 35% respondents use Eureka Forbes Aqua guard
while 15% respondents use Kent, 10% Philips and other .

 of 100 respondent 40% (40 )of them agreed that there is no chemical use in Pure
Out
it water purifier.50% (50) people not agreed to the statement & rest 10% tell don’t
know about it.

 of 100 respondents 42% agreed that Pure it market position is good, 25% agreed that
Out
market position of pure it is excellent, 21% people said that market position of pure it is
average & rest 13 not satisfied with the market position

for Pure it water purifier delivery status, 64 % of people have given their view ‘satisfied’.26

% of people have given their view ‘not satisfied’, .10 % of people have given their view ‘don’t

know’.

On the basis of view of the respondent on price of the product; people satisfaction on
price of the product.75 % of people have given their view ‘satisfied’.15 % of people have
given their view „not satisfied’, .10 % of people have given their view „don‟t know‟.
64 % (64) of people have given their view that they are satisfied with after sales ,
service of Pure it and 36 % (36) of people have given their view that after sales service
of Pure it is not good.
 Out of 100 respondents 42% agreed that Pure it market position is good, 25%

agreed that market position of pure it is excellent, 21% people said that market position

of pure it is average & rest 13 not satisfied with the market position.

Out of 100 respondents, 45 % (45) of respondents have given their view that both

that is price as well as health and safety. Percentage of respondents who are only

concern about health and safety was found 39 % (39).Percentage of respondents who

are concern about only price was found 16 % (16).

51

CONCLUSION
I had conducted the market survey in the town of Cuttack in Orissa.

I had chosen the product as ‘Pure It’ because people are very cautious about their health

these days and are very particular about their drinking water. In such a scenario most

of the people are using water purifier.

I was very lucky to join this company and learnt so many things, like punctuality, hard

work, selling strategy of company etc. I had met different kinds

of people, coming from different religion. Thus I came to know about the different views

of these people.

After the survey I came to a solution that the people of Cuttack are very much aware

of Pure It water purifier and maximum of them are satisfied with the product.. Although

maximum people are satisfied with the product but still there a pinch of dissatisfaction

among some of the consumers. But the ratios of these people are negligible.

I would like to discuss about an industry which is responsible and absolutely welcomes

enhanced competition. I believe that the success of this industry in the market place is

by delighting customers through affordable price and high quality and better after sale

services, instead of any possible manipulation in the area of spectrum management.

We can find that HUL is not the best water purifier provider in India because apart from

the price & quality of output, it’s not good at any point. Because most of the respondents

have rated it as average more. And of course the survey research always reflects the

truth.

No doubt HUL Pureit have very good quality of product and availability in Cuttack.

Customer feels delightful with the HUL services and is satisfied with HUL Customer

service.

52

RECOMMENDATIONS

As per the survey done following were the recommendations of the
Survey:

 PRICING:
Depending on the market conditions / competition from other competitors
and also to suit local conditions, there should be flexible pricing mechanism
(either at central or local level).
 IMPROVEMENT IN TECHNOLOGY:
HUL Pure it should immediately shift to new technology by replacing its old
technology as per requirement. This will improve the quality of service to
desired level and provide simultaneous integration with the nationwide.
 UNTAPPED RURAL MARKET:
Large part of Orissa rural market is still untapped therefore HUL Pure it is
required to bring that area under mobility.
 Pure it needs to spend on advertisement to attract new customers.

 HUL Pure it should continue to offer the best toppings to stay at the top.

 There should be no compromise in quality of the product
 Sales person at the retails counters should have proper knowledge

about the product.

 Customer service is something which company should pay more attention.

53

BIBLIOGRAPHY

www.MastersofSuccess.biz

www.articlesnatch.com

www.business.com

www.businessknowhow.com

http://en.wikipedia.org/wiki/Customer_satisfaction

www.indiastat.com

www.vmmg.net

www.bizgroethlive.com

www.1888articles.com

www.EzineArticles.com

www.getclientsnow.com

REFERENCE BOOK

Principles of Marketing ± Philip Kotler and Gerry Armstrong

Marketing Research ± D.D. Sharma

Marketing Research ± Green &Tull

54

QUESTIONNAIRE
OBJECTIVE: To do a in-depth survey of water purifiers available in the market and to arm you
with the information with which you can select the best water purifier device suitable for home.

1. Do you use any kind of water purifier at home?

□Yes □ No

2. If yes, which company water purifier you have ?

□ Eureka Forbes □ Kent water purifier

□ Hul □ Philips

□ Whirlpool □Any other

If, not Hul then go to Q .no 13 (If HUL then proceed )

3.From which source you came to know about HUL?
□ Advertisement □Hoardings
□News- papers □Mouth publicity

4. Since how long you are using HUL Pure it?

□ Less than 1 month □ 2-6 months
□ 6-12 months □ More than 1 year

5. Are you taking benefits of any offer from HUL Pure it?

□ Yes □ No

56

6.Do you agree on Pure it claim that it doesn’t use chemicals?

□ Yes □ No

7.what is your view on battery kit used in Pure it water purifier?

□ Good □ Poor

8. What is your view on test, order& clarity of water you get from Pure it
water purifier?

□ Satisfied □Not satisfied

9.Do you believe that Hul Pure it give output as safe as boil water?

□ Yes □ No

10. Are you satisfied with the after sales service of HUL Pure it?


11. Are you satisfied with the order delivery service of HUL Pure it?


11. What is your view on price of HUL Pure it water purifiers?


12. After rating above question your overall satisfaction towards HUL Pure
it services?

□ Highly Satisfied □Average

□ Dissatisfied □Strongly Dissatisfied

57

13. What makes you unaware about Pure it?
□ Least advertisement □ Least publicity
□ Others.
(If other then mention____________________________)

14. Why you are not using HUL Pure it?
□ Lack of awareness □ poor quality
□ High price □ Poor services

15. How likely are you to recommend HUL Pure it to a relative?
Would you say the chances are?
□ Excellent □ Very good
□ Good □ Fair □ Poor

16. Give your suggestions to help in serve you
better(_________________________________________)

THANK YOU

58

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