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  1. 1. A study on the impact of ‘Tata Nano’advertisement on the families of Varanasi. Pritam MAMC Semester-III
  2. 2. CONTENTSS. No. Chapter Name Page No. 1. Introduction 3 1.1 Statement of Problem 5 1.2 Aim 6 1.3 Objective 6 1.4 Limitations 6 2. Methodology 7 2.1 Data Gathering 10 2.2 Data Analysis 10 3. Findings 11 4. Summary 23 5. Conclusions and Recommendation 25 6. Bibliography 27 7. Annexure-I 28 CHAPTER-1
  3. 3. INTRODUCTIONAbout 10 per cent of the rural and urban population does not have access to regular safedrinking water and many more are threatened. Most of them depend on unsafe water sourcesto meet their daily needs. Moreover, water shortages in cities and villages have led to largevolumes of water being collected and transported over great distances by tankers andpipelines Chemical contaminants namely fluoride, arsenic and selenium pose a very serioushealth hazard in the country. It is estimated that about 70 million people in 20 states are atrisk due to excess fluoride and around 10 million people are at risk due to excess arsenic inground water.If we look at the present scenario, we are leading towards crisis. In the urban areas about 60%of the population is depended on surface water sources, the availability and quality arequestionable.1Fresh drinking water that is available from the natural water bodies are however not that pure.They are not directly consumable since there are numerous parasites and bacteria that maketheir home in fresh water where there is good plankton abundance.Among the water related diseases diarrhoea, jaundice, typhoid, hepatitis are prevalent in ourcountry. While access to drinking water in India has increased over the past decade, thetremendous adverse impact of unsafe water on health continues. It is estimated that about1"the effects of impure drinking water" 2011. February 2012<>.
  4. 4. 21% of communicable diseases in India are water related. Over 37.7 million people inIndiaare affected by water-borne diseases due to contaminated drinking water supply.According to Water Tech Online, about 3 percentile of people in India suffer from hepatitis Bwhile 2 percentile are affected by hepatitis C. These diseases result from poorly conditionedor contaminated water.Globally, almost 1.9 million children die each year from diarrhealdiseases caused by unsafe drinking water, inadequate sanitation facilities and poor hygieneeach year. It is the second largest cause of child mortality, after respiratory infections,accounting for 15 percentile of child deaths globally, and 18 percentile of child deaths in thepoorest countries.Compiled through collaboration between the government and the international non-governmental organisation (NGO) Water Aid the new figures belie official claims that 94%of rural and 91% of urban populations now have access to safe drinking water (Water org.India).With more and more Indians becoming aware of the hazards of drinking impure water, thedemand for effective water purifiers is growing rapidly. The majority of intestinal disordersand infections are caused by water borne micro- organisms. As a result, the number ofconsumers looking for reliable purification options is increasing not only in the metros butalso in towns across India. Boiling is one of the oldest methods of purifying water and is saidto kill most micro- organisms.Nowadays the filters are using the method of osmosis and reverse osmosis in order toproduce the purified water. Most households are presently using such filters instead of thecandles that were previously used made of sand and clay.Affordability is still a limitingfactor, especially among the lower segments of the middle classes. However, as most water issold by the bottle, it is not so obvious that one pays 300 to 500 times more for bottled than fortap water.Bruce and Gnedenko (1998) finds that medium and high income levels significantly affecthouseholds’ decisions to adopt home purifications measures.22 "Water tech online: regional water needs around the world" November 2010. Water tech online. March 2012<>.
  5. 5. What is evident is that in the last 15 years a massive shift has occurred among the middleclasses in Asia from not boiling to boiling or filtering water and, increasingly, to theconsumption of bottled water. Among the middle classes, the penny have dropped they knowthat drinkingunfiltered water is unsafe, and they are willing to pay considerable prices toavoidit.STATEMENT OF THE PROBLEMMany female move to buy the Garnier Light cream to see the advertisement in print the ad of garnier light people suffer from various health problems due to intake of, impuredrinking water. Diarrhoea, jaundice, typhoid, hepatitis, etc., are prevalent in our country. It isestimated that about 21% of communicable diseases in India are water related.Cases of diarrhoea, typhoid and gastroenteritis were reported from various parts of theVaranasi city (TOI, Sept, 2011).Though you dont absolutely require a visual, it will help draw attention to your ad.Research indicates that 70% of people will only look at the visual in an ad, whereasonly 30% will read the headline.(ADBUSTERS;media foundation)About Tata Motors History :- Established in 1945 . Indias largest automobile company, with consolidatedrevenues of Rs.70,938.85crores (USD 14 billion) in 2008-09 . Over 4 million Tata vehicles ply on Indian roads.The first company from Indias Engineering Sector to be listed in the New York Stock Exchange (September2004) Friday, November 27, 2009 4 Marketing ManagementThe Nano will have no television campaigns, instead relying on innovative use of printed media,radio spots and other media such as the Internet. Marketing strategies of Tata Motors include theusual boring stuff like incorporating Tata Nano news into newspapers and creating Nanonewsbreaks on the radio. Some of the more interesting marketing strategies of Tata Motorsincludes Tata Nano news crawling across as ticker messages at the bottom of your TV (I thoughtthey said no television ads?) as well as new online Tata Nano games, Tata Nano Internetchatrooms, irritating Tata Nano pop-ups on major websites and even some in-depth Tata Nanoconversations for users to join in on Facebook, Orkut and other blogspaces.(business
  6. 6. AIMThe aim of this study was to find out the effectiveness of ‘Tata Nano’advertisement in threeof the newspaper amongin Varanasi. Study also considered the suggestions of female for theimprovement of this advertisement. various health problems caused due to intake of impuredrinking water and also focused into the intentional and motivational factors behind usingsafe drinking water.
  7. 7. OBJECTIVESThe objectives of this study were to:  Find out the effectiveness of Tata Nano advertisement;  Determine the writing style of the advertisement;  Find out the target audience; and  Ascertain the awareness for health problems caused by impure water.LIMITATIONS OF THE STUDYA small size of, 40 sample was taken under studyas a large number of sample size cannot begeneralized because of lack of time and resources. CHAPTER – 2METHODOLOGY
  8. 8. DESIGNThe design was survey design because study focused on the use of safe drinking water bymiddle class families. By personally visiting the middle class families, questionnaireswereprovided.VARIABLES AND MEASURESThe following variable had been taken into account for quantifiable data. The followingvariables are mentioned below: A. Measures taken by people for drinking safe water In present scenario most of the families are using water filter and they are aware of drinking safe water. The following type of filtrations was included to find out measures taken by middle class families in using safe drinking water. Uses water filter Several companies have launched various kinds of water filters for purifying water. Through this water filters somehow it has become possible to avoid water related issue. Boiled water before use People who are unable to afford water filters use the method of boiling. This is the most common method people use to purify water. Uses other methods Other than the use water filter and boiled water, people also use various other methods to purify water like using chemical and medicine. B. Intentions behind using safe drinking water People use water filtering techniques for particularly which of the following reasons. This section will ascertain the intentions behind using safe drinking water
  9. 9. HealthRecently many water borne diseases are prevailing in all around the country and manypeople have lost their lives either. So safe drinking is a related issue to health problemand people might take precautions in order to avoid health problems. QualityPeople have even started liking water in different tastes. In terms of water filter, severalfilters provide different kinds of taste of water after filtering. People may even look forwater purifiers for taste savour. Pomp and showDrinking safe water has also become a question of status. People even take measures forsafe water as a matter of status.C. Source of inspiration behind using safe drinking waterThese days people are more exposed to electronic media and water has somehow becomean universal issue. Therefore various media have started showing water relatedprogrammes to make people aware about it. This section helped in finding out the sourceof inspiration. Electronic mediaElectronic media has become the most prominent media among people. General publicand rural people usually follow television and radio and thus these issues are morestrongly raised by these mediums. Print mediaGovernment has started contributing in the awareness programmes for water filters.Private and government water companies publish their advertisements in magazines also.
  10. 10. Others advice People who are using water filters, other means or taking precautions from a longer period take interest in guiding and helping out other people to use safe drinking water. D. Determine the awareness for health problems caused by impure water A number of water borne diseases are prevailing these days and people should take precautions to avoid such diseases. Disease Jaundice, typhoid and diarrhea are the most common disease occurring these days. These diseases are mainly causing due to contaminated water. Personal hygiene Direct supplied water may contain a variety of germs or harmful chemical like arsenic or fluoride. People who are aware of these facts may use methods for safe drinking water for their personal well-being.SAMPLE AND SAMPLINGUNIVERSE
  11. 11. The universe of this study was middle class families in 4 blocks ofVaranasi.KashiVidyapeeth, Cholapur,Pindra and Sevapuri were chosen by lottery method forthe survey.SAMPLE AND SAMPLINGA sample size of 40 middle classfamilies of Varanasi from 4 Blocks-KashiVidyapeeth,Cholapur,Pindra and Sevapuri were taken by lottery method. Ten families from each blockwere randomly selected. The sampling method used in this study was simple randomsamplingbecause a class of society is needed to be studied.INSTRUMENT USEDThe instrument used in this study was questionnaire containing 16 questions with both closeended as well as open ended, including tick (√) marks options. Questionnaire were used togathered responses of middle class families on such issues as measures taking by them, theirintentions and inspiration behind using safe drinking water. Some of the questions wererelated to health issues.DATA GATHERING
  12. 12. The data gathering has been done through a one-shot sample survey. The samples filled thequestionnaire that had questions corresponding to the objectives of the study.The sample size of our research study was eighty (80) middle class families and forty (40)families responded to the questionnaire. The survey took about 3 weeks to finish from 8thMarchto 14th March.DATA ANALYSISThe data analysis has been done on the basis of the responses given by families in thequestionnaire. The questionnaire was divided into five sections comprising several questionsas per the variables of the objectives mentioned below- Find out the measures taken by people for drinking safe water; Ascertain the intentions behind using safe drinking water; Find out the source of inspiration; and Determine the awareness for health problems caused by impure water. CHAPTER – 3
  13. 13. FINDINGSSECTIONA (characteristics)Personal InformationUnder this section of questionnaire, the household were asked their basic details such as theirname which is optional, family (joint/nuclear), address, occupation and monthly income.Section A.1 familyOut of 40household surveyed, 19 were lived innuclear family and 21were lived in jointfamily.Section A.2 occupationFourteen (14) families responded that they are in government service, 12 have their businessand 11 were working in private service. Only 3 of them were housewife.Section A.3 monthly income (in thousand)Among all of the 40 families, 15 houses monthly income were above Rs. 20 thousand, 20were earning Rs. 15-20 thousand. A small number of 5 houses earning were Rs. 10-15thousand.EvaluationSection A was the basic characteristics of the respondents.The findings showed that out of 21joint families 7 of them were till now using boiled water and rest of them were using waterfilter.Out of 19 nuclear families, only one of them was boiling water for filtration.Government service houses were more concerned of using water filter comparativelybusiness and private service houses. Out of 3 housewives, 2 were using water filter and onlyone of them using boiled water. The numbers of water filter’s users were more whose Incomewas above Rs. 20 thousand and they followed precaution outside home comparatively 20thousand less incomer. s
  14. 14. SECTION BMeasures taking by people for safe drinking waterIn this part of the questionnaire, households were asked questions as precautions taken bythem, types of filtration, time duration of using safe drinking water, precautions followedoutside home and their advices to others.Section B.1 measures taken by themAll of the 40 households were taking measures for pure drinking water.Section B.2 types of filtrationQuestions pertained to the types of filtration it was found that Out of 40 households, only 8 ofthem boiled water before use and 32 of them were uses water filter.Section B.3 Time duration of using safe drinking waterIt was found that out of 40 households, there were 11 such users who were drinking filteredwater for 10 years. 7 of them were using filtered water since 5 years and 6 of them, from 6years. The outcomes showed that only 3 of the families were using safe drinking water since2 years. Rest of the family’s time duration of using filtered is shown by the figure -1. 3 years 3 4 4 years 2 6 5 years 21 years 7 13 years 3 10 years 8 years 2 7 years 1 1 6 years 11 2 years Figure 1: showing household’s time duration, using safe drinking
  15. 15. Section B.4 precautions followed outside home and their advice to othersThe question under this section helped in find out the households precautions outsidehome.0ut of 40 households,31 were followed precautions outside home and 9 were notfollowed it.The majority of the houses suggested others to using filtered water. Out of 40, 32 advisedothers to use safe drinking water and 8 were not.Figure 2: showing number of households who followed precautions outside home and theiradvice to others
  16. 16. Section B.5Types of precautions for drinking water outside homeAmong 40 of the families, 16 were purchased water bottle when they were going outsidehome. 10 of them applied all methods according to their convenient and 5 were respondedthat they were taken water from home for drinking water. Taken from home 5 All methods Series2 10 Series1 purchased bottle 16 0 5 10 15 20 Figure 3: showing types of precautions followed by household outside homeEVALUATIONThis section analysed that all of the middle class families took measures for safe drinkingwater inside home. But when they were going outside all of them were not followed theprecautions.More number of families purchased bottle for drinking water when they were going out ofhome.Big number of families were using water filter and they advised others to using safe drinkingwater.
  17. 17. SECTION CIntentions of familiesThis section ascertained the intentions of families, behind using safe drinking water.Section C.1Health concernThe intentions behind using safe drinking water among all of the households were related tohealth issues, there was only one house that used pure water for pomp and show.Section C. 2Quality of filtered waterMost of the families didn’t know about RO quality. Out of 40, 32 were said that they are notusing water for taste or other quality. Only 8 of them used it for RO quality and taste. RO quality and taste 8 yes no 32 Figure 4: showing intention of using safe drinking water
  18. 18. EvaluationThe intentions of the families behind using safe drinking water were health. All of them wereconcerned of health except one who used filtered water for pomp and show.A less number of the families known about filtered water quality. Only 8 of them used it fortaste and quality.
  19. 19. SECTION DSource of inspiration of families, using safe drinking waterSection d. 1This section was helpful in finding of source of information or inspiration by which familieswere motivated towards using filtered water. Among 40 of the middle class families, amajority of 26 families were influenced by electronic media i.e. television and less of theminfluenced by radio. 8 of them were motivated by print media i.e. newspaper, magazines orany others.Some of them used pure drinking water on other’s advice which was advised by doctors andrelatives. 6 Electronic 8 Print others advice 26 Figure 5: showing source of inspiration behind using safe drinking water
  20. 20. EvaluationFrom the responses of the families it is analysed that families influenced, more of electronicmedia than other sources. In electronic media, houses inspired by television comparativelyradio or others, in using safe drinking water.Some of the houses inspired by print media which is newspaper and magazines in usingfiltered water. A small number of houses used filtered water on others advice. Some of themtook precaution after advice of doctors and some of them after their relative’s guidance.
  21. 21. SECTION EAwareness for health problems caused by intake of impure waterSection E. 1Knowledge of health problems and problems faced due to intake of impure waterThis section helped to analysed the knowledge of the people about health problems, causeddue to impure drinking water. It is found that, all of the 40 families had knowledge ofproblems caused by unsafe drinking water. Among 40 respondents, the common disease wasjaundice which was 22 times responded by families. Diarrhoea was the second commondisease and it was 19 times answered by families. Out of 40 respondents, 8 times dysenterywas replied, 9 times cholera was replied.A small number of respondent replied for skin problem, liver problem and typhoid. They, 5times replied for typhoid, 4 times for liver problems and only 2 times for skin problems. Times 25 22 20 19 15 10 9 8 Times 5 5 4 2 0 Dysentry jaundice Typhoid Cholera Liver Skin Diarrhoea problems problemsFigure 6: showing awareness for health problems caused due to intake of impure waterSection E. 2Problems faced by family or other members due to intake of impure drinking water.
  22. 22. Out of 40 families, 21 were responded that they and their family members have affected byhealth problems, intake of impure drinking water. 19 of them were said that they have notfaced health problem. problems faced 19 yes 21 noFigure 7: showing problems faced by households caused due to intake of impure drinking waterSection E. 3Out of 19 suffered families, a major number of 11families faced jaundice. Four (4) of themhave faced typhoid and 3 from cholera. Only one of, each of them suffered from liverproblem and stone problem.
  23. 23. Disease 1 1 3 jaundice typhoid cholera 11 stone problem liver problem 4Figure 8: showing disease name, faced by families due to intake of impure drinking waterEvaluationThis section comprised question related to awareness of health problems and the problemscaused due to impure drinking water. All of the families were aware of the health problemcaused due to intake of impure water. Most of them knew about jaundice and diarrhoea andless people knew about liver and skin problems.From the analysis it is found that there is not a big difference between the houses that hadfaced problems earlier and that of those who has not. Among health problems jaundice wasthe most common disease faced by families.
  24. 24. CHAPTER – 4SUMMARYThe section-wise findings have been documented above. In this part, cross-sectional findingsare presented and analysed. The purpose of this is to find out the correlation between variousfactors, that is how one factor determines the other.Important findings in this regard are:SECTION A(characteristics)The findings showed that nuclear families were using water filter more in comparatively jointfamilies. Government service houses were more concerned of using water filtercomparatively business and private service houses.Out of 3 housewives, 2 were using water filter and only one of them using boiled water. Thenumbers of water filter’s users were more who earns above 20 thousand monthly.SECTION B (Measures for safe drinking water)Impact of water purifierMajority of the houses use water purifier, for safe drinking water. Among 40 families only 8of them applied old method which is boiling.Among 40 pure drinking water users, 11 of them used filtered water since 10 years. Thisshows that they have awareness from long time.All of the families were not followed precautions when they are going outside their home.More number of families purchased water bottle for drinking when they were going out ofhome.SECTION C (Intentions behind using safe drinking water)
  25. 25. Health concernFrom the study it was found that all of the families are concerned of their health. This showsthat middle class families are conscious for their health.Among all 40 respondent, only one of them used pure drinking water for pomp and show. Avery few number of family used pure drinking water for taste or RO quality.SECTION D (Source of inspiration)Role of electronic media (Television)A big number of families influenced more of electronic media than other sources.Televisionplayed an important role in inspiring the families in using filter water. Family, today areaware of water born health problems, so almost all the families are taking measures fordrinking safe water.Some of the houses inspired by print media which is newspaper and magazines in usingfiltered water. A small number of houses used filtered water on others advice. Some of themtook precaution after advice of doctors and some of them after their relative’s guidance.SECTION E (Awareness for health problems)Family awarenessThe result shows that middle class families are aware of water born health problems, soalmost all the families were taking measures for drinking safe water. Most of them wereaware of jaundice and diarrhoea disease and very few have knowledge of liver and skinproblems.There is not a big difference between the houses that had faced problems earlier and that ofthose who has not. Among health problems jaundice was the most common disease faced byfamilies and their members. CHAPTER – 5
  26. 26. CONCLUSION AND RECOMMENDATIONConclusionsThere is a lack of proper awareness among houses for using pure drinking water because outof 40, 9 families didn’t take precautions while going outside.This is one of the big reasonsthat they faced problems related to health. Among these families, a good number ofhouseholds were facing health problems earlier and even after facing problems they are nottaking proper precautions regarding safe water while going outside home.Result shows that,a majority of houses were using water filter for drinking. Now a day’s,many water filter companies provides water filter at affordable rates. So it is easy for themiddle class families to buy water purifier. Even if they are not able to afford water filtersstill they take precautions for safe drinking water by using several other methods like boiling.As television has become important part of our life, the findings and analysis of the researchshows that families were inspired more by television, comparatively other’s electronic media.Result shows that television plays a big role in awareness of families for using pure drinkingwater. Small number of them inspired by print media or by the other’s advice.Jaundice was the most prevalent disease, which is faced by families. Among 40 families 19are suffered from jaundice. That’s why most of the families were more familiar aboutjaundice as compared to other disease. After jaundice, diarrhea was the most commondisease, families were aware of. Because of such disease prevailing these days, most of thefamilies became more conscious about safe drinking water.Many of the people agreed that they help and even suggest others to drink and use safe andclean water. These people were themselves using safe water and they want other’s too usingpure water for their good health.Recommendations
  27. 27. On the basis of the findings, the analysis and the conclusion, the study looks for the followingrecommendation: • There should be a need of awareness among people for using safe drinking water outside home also. • Electronic media(T.V) can play an important role in encouraging people for using safe drinking water. So there should be need of more programs running by television. • People should be advising others to using safe drinking water.BIBLIOGRAPHY
  28. 28. Websites"the effects of impure drinking water." 2011. February 2012<>."Water tech online: regional water needs around the world." November 2010. Water tech online. March 2012 <>.
  29. 29. Annexure – IInstrument (Questionnaire)
  30. 30. DEPARTMENT OF MASS COMMUNICATION AND JOURNALISM BANARAS HINDU UNIVERSITYGreetings,I, student of MAMC, Semester-II,Pritam Rani, doing a research titled “A study on theawareness of safe drinking water in middle class families of Varanasi’’. This is a part ofmy semester study. I want your responses in order to carry out this study. I assure you thatyour identity will not be revealed. The information provided will be used for academicpurpose only. In case of a breach, legal action may be taken against. SECTION APERSONAL INFORMATION 1. NAME (optional) _____________________________________________________ 2. FAMILY (compulsory) a) Joint b) Nuclear 3. Address _____________________________________________________________ 4. Occupation __________________________________________________________ 5. Monthly income inThousand (compulsory) a) 5-10 b) 10-15 c) 15-20 d) above 20INSTRUCTIONSUse a tick mark (√)to select the appropriate answer. Please fill in all the answers. SECTION B
  31. 31. This Section will help to find out the measures taking by people, using safe drinkingwater. 6. Do you take measures for drinking safe water? a) Yes b) No If yes, then which type of measures do you take? 6.1. Uses water filter 6.2. Boiled water, before use6.3. Other methods 6.3.1. If, others (please specify) _____________________________________________________________________ _____________________________________________________________________ 7. How long have you been using safe drinking water? _____________________________________________________________________ _____________________________________________________________________ 8. Do you follow precautions for safe drinking water when you are away from home? a) Yes b) No 8.1 If yes, then what you do for safe drinking water? Mark all that apply. a) Purchase filtered water bottle b) Take pure drinking water from home c) Any other 8.1.1 Please specify, if others- ______________________________________________________________________ ______________________________________________________________________
  32. 32. 9. Do you advise others to use safe drinking water? a) Yes b) No 9.1. If yes, then how? (Please specify) _____________________________________________________________________ _____________________________________________________________________ SECTION CThis Section will help to ascertain the intentions behind using safe drinking water.10. Why are you using safe drinking water? _____________________________________________________________________ ________________________________________________________________11. Do you use safe drinking water for the sake of health? a) Yes b) No11.1 If yes, please explain-________________________________________________________________________________________________________________________________________________12. Do you use safe drinking water for quality? (Example- RO quality &Taste etc.) a) Yes b) No12.1. If yes, please explain which type of quality-________________________________________________________________________________________________________________________________________________13. Do you use safe drinking water for pomp and show? a) Yes b) No
  33. 33. SECTION- DThis Section will help to find out the source of inspiration, using safe drinking water. 14. Where did you get inspiration from to use pure drinking water? a) Electronic media a.1) Television a. 2) Radio s b) Newspaper / Magazines c) Others advice14.1. If any others, please specify- ________________________________________________________________________ ________________________________________________________________________ SECTION E This section will determine the awareness for health problems caused by intake of impure water. 15. Do you know about the health problems caused due to intake of impure drinking water? a) Yes b) No 15.1. If yes, please specify- _______________________________________________________________________ _______________________________________________________________________ 16. Have you or your family members had ever faced the problems caused due to intake of impure drinking water? a) Yes b) No 16.1 If yes, please mention problems-
  34. 34. ________________________________________________________________________________________________________________________________________________ Thank you!