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A project report on hul pureit

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  • 1. 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 2010-12External Guide: Internal Guide:Mr. Pratim Chatterjee Mr. Biswarup SinghTerritory Sales Officer Sc Lect. Marketing HUL( Pure it ) IPSAR INSTITUTE OF PROFESSIONAL STUDIES & RESEARCH CDA SECTOR-6 , CUTTACK-753014,ORISSA 1
  • 2. DECLARATIONI, Soumya Prakash Pani, a student of MBA (2010-12) studying at IPSAR(Institute of Professional Studies & Research), Cuttack, solemnly declarethat 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 wasundertaken as a part of academic curriculum according to the UniversityDate : Soumya Prakash PaniPlace MBA 2010-12 2
  • 3. ACKNOWLEDGEMENTI feel great pleasure for the completion of this project. At the very outset I wouldexpress my sincere thanks and deep sense of gratitude to personnel who helped meduring the collection of data and gave me rare and valuable guidance for thepreparation of this report.I am thankful to Dr J. K. Mishra, Director of IPSAR and Prof A. K. Mishra, Dean MBAfor giving us such a wonderful opportunity to work with corporate as a part of ourproject work and constantly motivating right from the beginning.I take this opportunity to express my deep sense of gratitude and appreciation to myproject 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. PratimChatterjee , Territory Sales Officer (TSO),HUL” Pure it” Cuttack, for always helpingme right from the beginning of the Project. I am thankful to my project guide Mr. PratimChatterjee, TSO for his timely guidance, cooperation and encouragement.I take opportunity to thanks all my friends and also thank all people who directly orindirectly concerned with this project. I also express my gratitude to my parents whogive a constant support and love throughout my life and career. Soumya Prakash Pani 3
  • 4. CONTENTSChapters 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) 4
  • 5. INTRODUCTION MARKETING RESEARCH“Marketing research means the systematic gathering, recording, analyzing of dataabout problems relating to the marketing of goods and services”Marketing research has proved an essential tool to make all the need ofmarketing management. Marketing research therefore is the scientific process ofgathering and analyzing of marketing information to meet the needs of marketingmanagement. But gathering of observation is must be systematic.Growth Trends in Market ResearchIndia, fastest growing market research industry in the world, with growth rates ataround 31 % (2006-07) . China is a distant second growing at 20 %. The size of theindustry if of 595 crore, but the industry is growing rapidly with a lot of businesscoming from overseas. The business coming from overseas from overseas involves lot ofoutsourcing 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 indeveloped countries. The outsourcing business amounts to almost for the 8 % industryand this figure is doubling in value every year.Key Players in Market Research:-IMRB (Indian Market Research Bureau)ICMR (Indian Council of Market Research) 5
  • 6. Scope of Market ResearchMany people think that marketing research is just a consumer survey, asking consumers aboutcertain product or services. Though consumer research is an integral part of marketingresearch, the latter is quite a pervasive activity, covering the various types of marketingproblems that confront the marketing manager. There are various discussion confined to themarket 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 . 6
  • 7. SCOPE AND IMPORTANCE OF THE STUDYThe 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 walkinginto 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) regardingHUL Pure it water purifiers. The survey was conducted in Cuttack area not all but onlysome parts have included for survey. Due to shortage of time it was not possible tocover the whole areas. Thus the scope of the study was completed with the time andresources available. 7
  • 8. METHODOLOGYType of research-Descriptive & Exploratory researchDescriptive study is a fact finding investigation with an adequate interpretation. It is thesimplest type of research and is more specific. Mainly designed to gather descriptiveinformation and provides information for formulating more sophisticated studies.Descriptive research, also known as statistical research, describes data andcharacteristics about the population or phenomenon being studies.Scaling techniqueFor the measurement of variables, Nominal Scale is used which is the most widely used scale inmarket research, where respondents specify their response to a statement. 8
  • 9. DATA COLLECTION1. Primary Data(A).Questionnaire: - A set of questions related to the research topic was formulated. Responsefor each questions included in the questionnaire has been collected from the customers.(B). Interview: - Apart from collecting different responses from the customers some extrainformation 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 Probabilitysampling technique-Convenience sampling (A non probability sampling technique that attemptsto obtain a sample of convenient elements. The selection of sampling unit is left primarily to theinterviewer)4. Sample size: I had chosen 100 samples for the analysis.5. Questionnaire: The questionnaire is formed in such a way that the informationrequired for the study is acquired from each item i.e. questions. Here I have used Nominal scaleof measurement to measure the respondent’s responses with each of the series of the items inthe form of statements. The respondents’ category range from housewives & working women toworking men.6. Sampling design:I. Selection of study area: Cuttack. Selection of Sample size: 100 9
  • 10. LIMITATIONS OF THE STUDY.At most attention was taken to eliminate any kind of biasness & mi-interpretation in thestudy to get optimum result. Even though the following limitations could have certaindegree 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. 10
  • 11. REVIEW OF LITERATUREWho is a Customer?A customer is a person or organizational unit that plays a role in the consummation ofa transaction with the marketer or an entity. (Sheath et al., 1999). From this definition,customers of mobile phone companies could be individuals, households andorganizations. Even as these companies pay more attention to meeting the needs oftheir individual customers, they need also to make sure that the needs of theircorporate customers are met as well. .Customer Satisfactioncustomers needs desires and expectations. Kotler (2003) also defines satisfaction asa persons feeling of pleasure or disappointment resulting from comparing a productsperceived performance (or outcome) in relation to his or her expectations. Satisfactionis an overall customer attitude towards a service provider, or an emotional reaction tothe difference between what the customer anticipate and what they actually receive, asfar as the fulfillment of some need, goal and desire is concerned. (Hans mark andAlbinsson 2004).These definitions all point to the fact that every customer has in one way or the othersomething he/she expects from his/her service providers. These expectations havecome into play because of a need that has to be satisfied. These expectations are not thesame as there are many customers. Kotler et al (2002), posit that the customer getsdissatisfied if performance is below expectation and vice versa. If performance goesbeyond the expectation of the customer, the customer is highly satisfied and delighted.Motley, (2003), corroborates the idea of matching service performance withcustomers expectations. He notes that the mission of a business is the creation ofsatisfied clients who tend to favour the organization through time by patronizing theservices being delivered by the business. He goes further to mentions that, businessescan achieve this aim by understanding what satisfies and dissatisfies their customers orclients.Christopher, Payne, and Ballantyne (1993) have defined service quality as the abilityof the organization to meet or exceed customer expectations. Service quality is believed 11
  • 12. to depend on the gap between expected and perceived performance (Anderson, Fornell,& Lehmann, 1994).Gitlow, Oppenheim, and Oppenheim (1989) also stated that servicequality is the extent to which the customer or users believe the service surpasses theirneeds and expectations.Customer Satisfaction and Loyalty: The RelationshipThe question which needs to be answered is whether there is any correlation and/orrelationship between customer satisfaction and customer loyalty. Kotler (2003) putforward that there is no direct relationship between customer satisfaction andcustomer loyalty. In other words, therelationship is not proportional. The idea of customer satisfaction not directly linkedwith customer loyalty is supported by Oechsli and Matt (2000). They hold the viewthat; the fact that a customer is satisfied with the services of a business does notguarantee his or her loyalty. They therefore see a sharp distinction between customersatisfaction and loyalty. In their own words, satisfaction is a fleeting emotionalresponse to the quality of the clients last business transaction. Being satisfied at themoment is no guarantee of an ongoing relationship. Hokanson (1995) mentions thefact that a very satisfied customer does not necessarily mean a loyal customer.Winstanley and Martha (1997), have a different view about the relationship betweencustomer satisfaction and loyalty. They perceive a direct relationship betweensatisfaction and loyalty. They claim that when customers are satisfied, they concentratetheir business with one business or service provider. Also customers who are highlysatisfied are much more likely to view their service providers as their main relationshipbusiness. Thus, Clarke (2001), has put forward the argument that, a business thatfocuses exclusively on customer satisfaction runs the risk of becoming anundifferentiated brand whose customers believe only that it meets the minimumperformance criteria for the category2010 12
  • 13. CHAPTER-I 13
  • 14. INDUSTRY PROFILEIn the last decade and more, the country has undergone many changes and one of theimportant ones is that people have become health conscious. People realized thataround 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 toan improved drinking water supply, 88% of the 4 billion annual cases of diarrhealdisease are attributed to unsafe water and inadequate sanitation and hygiene, and 1.8million people die from diarrheal diseases each year. The WHO estimates that 94% ofthese diarrheal cases are preventable through modifications to the environment,including access to safe water. Simple techniques for treating water at home, such aschlorination, filters, and solar disinfection, and storing it in safe containers could save ahuge number of lives each year. Reducing deaths from waterborne diseases is a majorpublic health goal in developing countries.Water purifier are one of the most used kitchen utilities .Available in India .waterpurification and backpacking is an industry in itself in India. Portable Version of Waterpurifiers are available for camping and hacking. Water purification methods include themechanized version as well as the age old and time-tested water purification tablets.The Water purification process includes removing contaminants from the raw watersource. Some of the home remedies for water purification are boiling or the use of thehousehold charcoal filter. But these do not ensure the required standard of waterpurification thus a proper treatment is mandatory. That’s where the water purifiers for homestep in treatment of water by ozone also provides certain levels of purity.Water Purifier Market in India 2011The water purification and treatment industry in India, under siege from cheap importsof water treatment products from China, is working to set standards for the watertreatment industry in the country as a safeguard against spurious products. This isbeing done through a certification process. Hence, for the first time the industry has putits head together to come up with a solution. In a country like India, where waterscarcity is growing by the day, there are too many issues relating to water. This has 14
  • 15. 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 potentialGlobally more than one billion people lack access to safe drinking water andapproximately 2.4 Billion people lack access to proper sanitation, nearly all of them inthe developing countries, including India. Nearly a third of the worlds populationworldwide live in water-stressed areas. This figure is expected to rise to two-third ofthe population by 2025.With increasing number of people becoming conscious of therisks of drinking contaminated water, the demand for water purifiers is rising rapidly.In the past few years, Indian water purifier industry has witnessed an exponentialgrowth of 22% CAGR. The water purifier industry sales grew dramatically during FY09as compared to previous fiscals due to improving demand and expanding productioncapacity. The industry saw high growth of rate 17% during FY08 due to the increasingawareness 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 thehigher 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 towitness a turnover growth of more than 22% CAGR during the period between FY11and to FY14.Research conducted a survey across 10 major cities in India with 600 usersof water purifier to understand the market size, growth drivers, issues and buyingbehavior 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 IndiaEureka Forbes, Philips , Kent, Whirlpool, UshaBrita, Alfaa, Godrej, Kenstar, Hitech, Jaipan,Maharaja White line, Orpat & Zero B are the competitors’ of Pureit. 15
  • 16. CHAPTER-II 16
  • 17. COMPANY PROFILEHindustan Unilever Limited (HUL) is Indias largest fast moving consumer goodsCompany, with leadership in Home & Personal Care Products and Foods & Beverages.HULs brands, spread across 20 distinct consumer categories, touch the lives of two outof three Indians. They endow the company with a scale of combined volumes of about 4million tonnes and sales of nearly Rs.13, 718 crores. The mission that inspires HULsover 15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meetseveryday needs for nutrition, hygiene, and personal care with brands that help peoplefeel good, look good and get more out of life. It is a mission HUL shares with its parentcompany, Unilever, which holds 51.55% of the equity. The rest of the shareholding isdistributed among 360,675 individual shareholders and financial institutions. A Fortune500 transnational, Unilever sells Foods and Home and Personal Care brands in about100 countries worldwide.HUL is also one of the countrys largest exporters; it has been recognized as a GoldenSuper Star Trading House by the Government of India. Over time HUL has developedinto a viable & competitive sourcing base for Unilever worldwide in Home and PersonalCare & Foods & Beverages category of products. HUL is also a global marketing arm forselect licensed Unilever brands and also works on building categories with core countryadvantage such as branded basmati rice.HULs brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds,Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna,Kwality Walls – are household names across the country and span many categories -soaps, detergents, personal products, tea, coffee, branded staples, ice cream andculinary products. They are manufactured over 40 factories across India. Theoperations involve over 2,000 suppliers and associates. HULs distribution network,comprising about 4,000 redistribution stockiest, covering 6.3 million retail outletsreaching the entire urban population, and about 250 million rural consumers.HUL believes that an organisations worth is also in the service it renders to thecommunity. HUL is focusing on health & hygiene education, women empowerment, andwater management. It is also involved in education and rehabilitation of special or 17
  • 18. underprivileged children, care for the destitute and HIV-positive, and ruraldevelopment.HUL has also responded in case of national calamities / adversities and contributesthrough various welfare measures, most recent being the village built by HUL inearthquake affected Gujarat, and relief & rehabilitation after the Tsunami causeddevastation in South India. In 2001, the company embarked on an ambitiousprogramme, Shakti. Through Shakti,HUL is creating micro-enterprise opportunities forrural women, thereby improving their livelihood and the standard of living in ruralcommunities. Shakti also includes health and hygiene education through the Shakti VaniProgramme, and creating access to relevant information through the iShakti communityportal. The program now covers 15 states in ndia and has over 45,000 womenentrepreneurs in its fold, reaching out to 100,000 plus villages and directly reaching to150 million rural consumers. By the end of 2010, Shakti aims to have 100,000 Shaktientrepreneurs covering 500,000 villages, touching the lives of over 600 million people.HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. Theprogramme endeavors to induce adoption of hygienic practices among rural Indiansand aims to bring down the incidence of diarrhea. It has already touched 84.6 millionpeople in approximately 43890 villages of 8 states. The vision is to make a billionIndians feel safe and secure. 18
  • 19. Home care brandsHUL has a diverse portfolio of brands offering home care solutions for millions of consumersacross India.Personal care brandsCompany’s personal care brands, including Axe, Dove, Lux, Ponds, Rexona and Sunsilk,are recognized and love by consumers across India. They help consumers to look goodand feel good and in turn get more out of life. 19
  • 20. Food brandsHUL is one of India’s leading food companies. Our passion for understanding what people wantand need from their food - and what they love about it - makes our brands a popular choiceWater purifierPure It is the world’s most advanced in-home water purifier. Pure It, a breakthroughoffering 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 breakthroughoffering of Hindustan Unilever, comes with many unique benefits – complete protectionfrom all water-borne diseases, great convenience, and unmatched affordability. Pure It’sunique Germ kill Processor technology removes all harmful viruses and bacteria andremoves parasites and pesticide impurities, giving to people water thats as safe asboiled water. It assures your family of 100% protection from all water-borne diseaseslike jaundice, diarrhea, typhoid and cholera. What’s more, it doesn’t need gas, electricityor continuous tap water supply. People will be further reassured to know that Pure Itmeets stringent international criteria of Environment Protection Agency (EPA), USA forharmful virus and bacteria removal. 20
  • 21. 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 harmfulviruses and bacteria are removed and finally the water is rendered clear, odour less and greattasting by removing remaining impurities.Water Purifiers offered by HULPureit Marvella & Pure it Auto fill Pureit Classic &Pureit Compact 21
  • 22. SELLING STRATEGY ADOPTEDBecause of the low interest and since the product benefits needs to be demonstrated tothe customers, conventional distribution was not viable. Hence Hindustan Unileverlimited chose the less traveled Direct Selling route.The Hindustan Unilever’s sales man in water division is called PWE. It has threestreams for selling of product i.e. cold calls (door to door selling), outreach (Kiosk) andclinic (Hospital). It is a tough job for these salesmen who have to go through the "coldcalls" to get a sale. At one point of time, because of the aggressive nature of these salespersons, people became scared even to listen to these sales persons. Now thisaggression 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 SegmentationHindustan Unilever sells different water-purifiers on the basis of classifying their utility andprice 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 /- 22
  • 23. CHAPTER-III 23
  • 24. STUDY OF CUSTOMER SATISFACTION TOWARDS PURE IT‘Consumer is king’ –the statement carries profound truth in it. Today the success of anyfirm depends upon the satisfaction of consumers. For satisfying the consumers the firmshould know about the behavior of the consumers. In these circumstancesunderstanding 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 ideasgiven by the researchers, there are two factors influencing the consumers such asintrinsic and extrinsic factors. It is difficult to classify consumers by conventionaldemographic factors and unless their thought process and buying behavior are fullyunderstood, decisions on product designs and packaging, branding and distributionchannels are likely to be misplaced. With the inevitability of change looming large overthe horizon, Indian companies must learn from their western counterparts; not only toidentify the sources, timing and direction of the changes likely to affect India, but alsothe new competencies and perspective that will enable them to respond to thesechanges, comprehensively and effectively. This study mainly focus on understanding theexternal factors like demographic, social, cultural ,price, quality ,product attributes etcfor buying water purifier like HUL Pureit . The market share of any product is highlydetermined by the purchasing behavior of the consumers. Following study is conductedby the researcher to find out the behavior of the consumers, to analyze the preference ofconsumers, & consumer awareness. Descriptive research design was adopted and thedata is collected through primary and secondary sources.Factors that affect the consumers decision &perceptionProduct Type:Past research indicates that consumers purchase and channel decisions might beinfluenced by the type of product being investigated (Cox and Rich 1964:Lumpkin andHawes 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
  • 25. more appropriate for one channel or another, which ultimately influences consumerschannel preference and choice.Quality:It is our aim to provide the best product for the consumer and we believe that if theproducts have quality the consumer will pay the price, says , regional business directorof HUL.Promotion:The greatest challenge faced by companies today is holding and increasing their marketshare and value. This is always a strenuous exercise and one of the tools for the same ismarketing. There is no specific game rule available for using these marketing tools .Thereason is: each promotional tool has its own characteristics.Brand Awareness:According to Rossiter and Prey (1987), brand awareness precedes all other steps in thebuying process. A brand attitude cannot be performed, unless a consumer is aware ofthe brand. In memory theory, brand awareness is positioned as a vital first step inbuilding 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 familyinfluence research has focused on intergenerational rather than intergenerationalinfluence 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 exertedDemographic factor:Based on this study demographic factor like age, gender, education, status, and incomeinfluence 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
  • 26. are presumed to be more knowledgeable about products and family needs. This ismainly 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 thequality of the product. This is supported by the following review. Zeithaml,Parasuraman, and Berry (1985) suggested that the brand image was an extrinsicattribute of the product.Advertising:Based on this study majority of the respondents influenced by advertisement forbuying water purifier. In recent circumstances technology plays an important role indecision making; especially in advertising field the technology role is very high.Television advertisement inducing the consumer mind for decision making, especiallyadvertisement 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 decisionmaking. Most of the respondents gave importance to healthy prevention of any waterborn diseases, herbal attribute, and fresh water. So people consider the benefit of theproduct 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 considerthe views of consumer otherwise the consumer switch over to competitor product. 26
  • 27. Why customer will choose Pure it as ultimate water purifier?Feature ComparisonCompared with other available water purification methods, Pureit is by far the best option, interms of safety, convenience and affordability.Key features Pureit Boiling Leading UV Candle process inline filter purifierRemoves 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   27
  • 28. Improves clarity  Removes odour  Doesnt need expensive gas   Doesnt need electricity   Doesnt need continuous tap water   Doesn’t need plumbing   Doesnt need an expensive   maintenance contract   Low initial cost   Low on-going cost   28
  • 29. The above table shows that Pureit’s initial price of Rs. 2000 and the ongoing price ofonly Re. 1 for 4 litres of water is the most competitive offer in the market. This isbecause Pureit doesn’t need expensive gas, doesn’t need electricity, doesn’t needmaintenance 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 brandThis study is especially conducted on Consumer’s preference and buying interesttowards HUL Pure it and in this process of research I have take opinions of 100 peoplethrough questionnaire method made by myself. 29
  • 30. CHAPTER-IV 30
  • 31. SWOT ANALYSIS OF HUL PURE ITSTRENGTH 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
  • 32. DATA PRESENTATION & ANALYSISThe following data have been collected during the research period taken by me throughthe questionnaire method on 100 people of Cuttack city, Orissa.Frequency TableTable 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 100 100.0Fig 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
  • 33. INTERPRETATIONThe 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, youare 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 100 100.0Fig 5.2: Frequency and Percentage of respondents “which company water purifier, youare using and will use” 33
  • 34. 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 25INTERPRETATIONOut of 100 respondents, the data of people are using water purifier and people are notusing water purifier .Those people are not using water purifier, if they will buy ,they willbuy 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 useEureka Forbes, Hul, Kent, Philips, Whirlpool and any other company’s water purifier. 34
  • 35. Table 5.3: Frequency and Percentage of respondents about the quality of Battery kits ofPure it Quality Frequency Percent Good 65 65.0 Poor 25 25.0 Don’t know 10 10.0 Total 100 100.0Fig 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 65Dont 20 Know 25 10 10 0 Good Poor Dont KnowINTERPRETATIONThe above data tells about Battery kit quality of Pure it water purifier, that is the Pure itis working with battey kit is good or not. Out of 100 respondents, 65 % (65) of peoplehave given their view that ‘yes’ and 25 % (25) of people have given their view ‘No’& rest10% have don’t know about it. 35
  • 36. 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 Dont Know 10 10.0 Total 100 100.0Fig 4: Frequency and Percentage of respondents “Pure it doesn’t use chemicals” FREQUENCY PERCENTAGE 50 45 10 40 Yes 35 40 30 50 No 25 20 40 FREQUENCY 50 Dont 15 Know 10 5 10 0 Yes No Dont KnowINTERPRETATIONThe above data has given that out of 100 respondent 40% (40 )of them agreed thatthere is no chemical use in Pure it water purifier.50% (50) people not agreed to thestatement & rest 10% tell don’t know about it. 36
  • 37. 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 100 100.0Fig 5: Frequency and Percentage of respondents about taste good, odorless and looksclear 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 FrequencyINTERPRETATIONThe above data has given the frequency and percentage of respondents about taste ofwater 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 looksclear.10% (10) of people have told ‘NO’, the taste of water is good, odorless and looksclear and 15 % (15) of people have given their view ‘don’t know’ about taste of water. 37
  • 38. Table 6: Frequency and percentage of respondents about “ Pure it give water as safe asboil water”. Pure it gives water as safe as FREQUENCY PERCENT boil water Yes 67 67.0 No 23 23.0 Dont Know 10 10.0 Total 100 100.0Fig6: Frequency and Percentage of respondents about “Pure it gives water as safe as boilwater”. FREQUENCY PERCENTAGE Frequency Yes No Dont Know 10% 23% 67 67% 23 10 Yes No Dont KnowINTERPRETATIONThe above data has given the frequency and percentage of respondents about Pure it giveswater 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 safeas boil water and 10 % (10) of people have given their view ‘don’t know’ about taste of water. 38
  • 39. Table 7: Frequency and Percentage of respondents about after sales service of Pure itwater purifier. SERVICE AFTER SALES FREQUENCY PERCENT Satisfied 68 68.0 Not satisfied 32 32.0 Total 100 100.0Fig7: 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 NoINTERPRETATIONThe above data has given frequency and percentage of respondents about service aftersales of Pure it.64 % (64) of people have given their view that they are satisfied withafter sales , service of Pure it and 36 % (36) of people have given their view that aftersales service of Pure it is not good. 39
  • 40. 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 100 100.0Fig 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 & SafetyINTERPRETATIONThe above data has told, frequency and percentage of respondents about what comescustomers mind first i.e. Price or Health or Both. Out of 100 respondents, 45 % (45) ofrespondents 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
  • 41. 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 100Fig 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
  • 42. 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 clearwas found, Yes – 90 % (45), No- 2% (1), Don’t know- 8% (4) B. Hul : Among the total 14 Pure it (Hul) usersThe 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 usersThe 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 usersThe 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 usersThe 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 usersThe view of any other Water purifier users toward taste of water is good, odorless and looksclear 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 wasfound 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5) respectively. 42
  • 43. B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and looks clearThe percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users wasfound 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
  • 44. 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 ForbesINTERPRETATION1. PERCENTAGE WITHIN ‘COMPANY’A. Eureka Forbes: Among the total 50 respondentsThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 26 %( 13).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 48 %( 24).The percentage of respondents toward prefer to buy thewater purifier from Demo at your door step was found 14 %( 7)B.Hul: Among the total 14 Pure it (Hul) usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 35.7 %( 5).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 50 %( 7).The percentage of respondents toward prefer to buy thewater purifier from Demo at your door step was found 7.1 %( 1) 44
  • 45. C.Kent : Among the total 10 kent usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 20 %( 2).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 40 %( 4).The percentage of respondents toward prefer to buy thewater purifier from Demo at your door step was found 20 %( 2)D: Philips Among the total 10 Philis usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 30 %( 3).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 50 %( 5).The percentage of respondents toward prefer to buy thewater purifier from Demo at your door step was found 10 %( 1)E. Whirlpool: Among the total 7 Whirlpool usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 0 %( 0)The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealerwas found 57.1 %( 4).The percentage of respondents toward prefer to buy the water purifierfrom Demo at your door step was found 42.9 %( 3)F.Any Other : Among the total 9 any Other water Purifier usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 22.2 % (2).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 55.6 % (5).The percentage of respondents toward prefer to buythe 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
  • 46. The percentage of people who prefer to buy the Eureka Forbes water Purifier from Retail Outletwas found 52% (13).The percentage of people who prefer to buy the Hul water Purifier fromRetail Outlet was found 20 %( 5).The percentage of people who prefer to buy the Kent waterPurifier from Retail Outlet was found 8% (2).The percentage of people who prefer to buy thePhilips water Purifier from Retail Outlet was found 12% (3).The percentage of people whoprefer to buy the whirlpool water Purifier from Retail Outlet was found 0 %( 0).The percentageof people who prefer to buy the any other water Purifier from Retail Outlet was found 8% (2)B.Franchisee Dealer: Among the total 30 respondentsThe percentage of people who prefer to buy the Eureka Forbes water Purifier from FranchiseeDealer was found 49%(24).The percentage of people who prefer to buy the Hul water Purifierfrom Franchisee Dealer was found 14.3% (7).The percentage of people who prefer to buy theKent water Purifier from Franchisee Dealer was found 8.2 % (4) .The percentage of people whoprefer to buy the Philips water Purifier from Franchisee Dealer was found 10.2 %( 5).Thepercentage of people who prefer to buy the whirlpool water Purifier from Franchisee Dealerwas found 8.2 % (4).The percentage of people who prefer to buy the any other water Purifierfrom Franchisee Dealer was found 10.2% (5)C.Demo at your door step: Among the total 40 respondentsThe percentage of people who prefer to buy the Eureka Forbes water Purifier fromDemo at your door step was found 43.8% (7).The percentage of people who prefer tobuy the Hul water Purifier from Demo at your door step was found 6.3 % (1).Thepercentage of people who prefer to buy the Kent water Purifier from Demo at your doorstep was found 12.5% (2) .The percentage of people who prefer to buy the Philips waterPurifier from Demo at your door step was found 6.3 %( 1).The percentage of peoplewho prefer to buy the whirlpool water Purifier from Demo at your door step was found18.8 % (3).The percentage of people who prefer to buy the any other water Purifierfrom Demo at door. 46
  • 47. Table 11: Frequency and Percentage of respondents “satisfaction on Order deliverystatus of Pure it “ Order delivery satus Frequency Percent Satisfied 64 64.0 Not satisfied 26 26.0 Dont Know 10 10.0 Total 100 100.0Fig 11: Frequency and Percentage of respondents “satisfaction on Order delivery statusof Pure it “ PERCENTAGE Dont Know 64 10% 70 60 50 40 26 30 Not 20 10 satisfied 10 26% 0 satisfied Satisfied Not Dont 64% satisfied Know Satisfied Not satisfied Dont KnowINTERPRETATIONThe above data has given, for Pure it water purifier delivery status ; people satisfaction onorder delivery of the product.64 % of people have given their view ‘satisfied’.26 % of peoplehave given their view ‘not satisfied’, .10 % of people have given their view ‘don’t know’. 47
  • 48. Table 12: Frequency and Percentage of respondents “satisfaction on pcice of Pure it” Price of pore it Frequency Percent Satisfied 75 75.0 Not satisfied 15 15.0 Dont 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 Dont satisfied Know PERCENTAGE 1015 satisfied Not satisfied Dont 75 Know 48
  • 49. INTERPRETATIONThe 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 havegiven their view ‘don’t know’. 49
  • 50. MARKET POSITION OF HUL PURE ITIt can be observed that the from overall data analysis provides a positive picture aboutthe market position of Pure it. Out of 100 respondents 42% agreed that Pure it marketposition is good, 25% agreed that market position of pure it is excellent, 21% peoplesaid that market position of pure it is average & rest 13 not satisfied with the marketposition. Sales Unsatisfied 13% Good 41% Excellent 25% Average 21% 50
  • 51. FINDINGS65% of the respondents are have a water purifier while 35% of the respondents donot have a water purifier.25% of the respondents use Pure it, 35% respondents use Eureka Forbes Aqua guardwhile 15% respondents use Kent, 10% Philips and other . of 100 respondent 40% (40 )of them agreed that there is no chemical use in Pure Outit water purifier.50% (50) people not agreed to the statement & rest 10% tell don’tknow about it. of 100 respondents 42% agreed that Pure it market position is good, 25% agreed that Outmarket position of pure it is excellent, 21% people said that market position of pure it isaverage & 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’tknow’.On the basis of view of the respondent on price of the product; people satisfaction onprice of the product.75 % of people have given their view ‘satisfied’.15 % of people havegiven 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 serviceof 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 positionof 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 boththat is price as well as health and safety. Percentage of respondents who are onlyconcern about health and safety was found 39 % (39).Percentage of respondents whoare concern about only price was found 16 % (16). 51
  • 52. CONCLUSIONI 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 healththese days and are very particular about their drinking water. In such a scenario mostof the people are using water purifier.I was very lucky to join this company and learnt so many things, like punctuality, hardwork, selling strategy of company etc. I had met different kindsof people, coming from different religion. Thus I came to know about the different viewsof these people.After the survey I came to a solution that the people of Cuttack are very much awareof Pure It water purifier and maximum of them are satisfied with the product.. Althoughmaximum people are satisfied with the product but still there a pinch of dissatisfactionamong 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 welcomesenhanced competition. I believe that the success of this industry in the market place isby delighting customers through affordable price and high quality and better after saleservices, 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 fromthe price & quality of output, it’s not good at any point. Because most of the respondentshave rated it as average more. And of course the survey research always reflects thetruth.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 Customerservice. 52
  • 53. RECOMMENDATIONSAs per the survey done following were the recommendations of theSurvey: PRICING:Depending on the market conditions / competition from other competitorsand 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 oldtechnology as per requirement. This will improve the quality of service todesired level and provide simultaneous integration with the nationwide. UNTAPPED RURAL MARKET:Large part of Orissa rural market is still untapped therefore HUL Pure it isrequired 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
  • 54. BIBLIOGRAPHYwww.MastersofSuccess.bizwww.articlesnatch.comwww.business.comwww.businessknowhow.comhttp://en.wikipedia.org/wiki/Customer_satisfactionwww.indiastat.comwww.vmmg.netwww.bizgroethlive.comwww.1888articles.comwww.EzineArticles.comwww.getclientsnow.comREFERENCE BOOKPrinciples of Marketing ± Philip Kotler and Gerry ArmstrongMarketing Research ± D.D. SharmaMarketing Research ± Green &Tull 54
  • 55. CHAPTER-V 55
  • 56. QUESTIONNAIREOBJECTIVE: To do a in-depth survey of water purifiers available in the market and to arm youwith 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 □ No2. If yes, which company water purifier you have ? □ Eureka Forbes □ Kent water purifier □ Hul □ Philips □ Whirlpool □Any otherIf, 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 publicity4. Since how long you are using HUL Pure it?□ Less than 1 month □ 2-6 months□ 6-12 months □ More than 1 year5. Are you taking benefits of any offer from HUL Pure it?□ Yes □ No 56
  • 57. 6.Do you agree on Pure it claim that it doesn’t use chemicals?□ Yes □ No7.what is your view on battery kit used in Pure it water purifier?□ Good □ Poor8. What is your view on test, order& clarity of water you get from Pure itwater purifier?□ Satisfied □Not satisfied9.Do you believe that Hul Pure it give output as safe as boil water?□ Yes □ No10. Are you satisfied with the after sales service of HUL Pure it?□ Satisfied □Not satisfied11. Are you satisfied with the order delivery service of HUL Pure it?□ Satisfied □Not satisfied11. What is your view on price of HUL Pure it water purifiers?□ Satisfied □Not satisfied12. After rating above question your overall satisfaction towards HUL Pureit services?□ Highly Satisfied □Average□ Dissatisfied □Strongly Dissatisfied 57
  • 58. 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 services15. How likely are you to recommend HUL Pure it to a relative?Would you say the chances are?□ Excellent □ Very good□ Good □ Fair □ Poor16. Give your suggestions to help in serve youbetter(_________________________________________) THANK YOU 58