1. A study on the impact of ‘Tata Nano’advertisement on the
families of Varanasi.
Pritam
MAMC Semester-III
2. CONTENTS
S. 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. INTRODUCTION
About 10 per cent of the rural and urban population does not have access to regular safe
drinking water and many more are threatened. Most of them depend on unsafe water sources
to meet their daily needs. Moreover, water shortages in cities and villages have led to large
volumes of water being collected and transported over great distances by tankers and
pipelines Chemical contaminants namely fluoride, arsenic and selenium pose a very serious
health hazard in the country. It is estimated that about 70 million people in 20 states are at
risk due to excess fluoride and around 10 million people are at risk due to excess arsenic in
ground 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 are
questionable.1
Fresh 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 make
their home in fresh water where there is good plankton abundance.
Among the water related diseases diarrhoea, jaundice, typhoid, hepatitis are prevalent in our
country. While access to drinking water in India has increased over the past decade, the
tremendous adverse impact of unsafe water on health continues. It is estimated that about
1
"the effects of impure drinking water" 2011. eHow.com. February 2012
<http://www.ehow.com/info_8247400_effects-impure-drinking-water.html#ixzz1pxIJZIYW>.
4. 21% of communicable diseases in India are water related. Over 37.7 million people inIndia
are 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 B
while 2 percentile are affected by hepatitis C. These diseases result from poorly conditioned
or contaminated water.Globally, almost 1.9 million children die each year from diarrheal
diseases caused by unsafe drinking water, inadequate sanitation facilities and poor hygiene
each 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 the
poorest 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, the
demand for effective water purifiers is growing rapidly. The majority of intestinal disorders
and infections are caused by water borne micro- organisms. As a result, the number of
consumers looking for reliable purification options is increasing not only in the metros but
also in towns across India. Boiling is one of the oldest methods of purifying water and is said
to kill most micro- organisms.
Nowadays the filters are using the method of osmosis and reverse osmosis in order to
produce the purified water. Most households are presently using such filters instead of the
candles that were previously used made of sand and clay.Affordability is still a limiting
factor, especially among the lower segments of the middle classes. However, as most water is
sold by the bottle, it is not so obvious that one pays 300 to 500 times more for bottled than for
tap water.
Bruce and Gnedenko (1998) finds that medium and high income levels significantly affect
households’ decisions to adopt home purifications measures.2
2
"Water tech online: regional water needs around the world" November 2010. Water tech online. March 2012
<http://www.pedi.org.pk>.
5. What is evident is that in the last 15 years a massive shift has occurred among the middle
classes in Asia from not boiling to boiling or filtering water and, increasingly, to the
consumption of bottled water. Among the middle classes, the penny have dropped they know
that drinkingunfiltered water is unsafe, and they are willing to pay considerable prices toavoid
it.
STATEMENT OF THE PROBLEM
Many female move to buy the Garnier Light cream to see the advertisement in print medium.
by the ad of garnier light people suffer from various health problems due to intake of, impure
drinking water. Diarrhoea, jaundice, typhoid, hepatitis, etc., are prevalent in our country. It is
estimated that about 21% of communicable diseases in India are water related.
Cases of diarrhoea, typhoid and gastroenteritis were reported from various parts of the
Varanasi city (TOI, Sept, 2011).
Though you don't 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, whereas
only 30% will read the headline.(ADBUSTERS;media foundation)
About Tata Motors History :- Established in 1945 . India's largest automobile company, with consolidated
revenues of Rs.70,938.85crores (USD 14 billion) in 2008-09 . Over 4 million Tata vehicles ply on Indian roads.
The first company from India's Engineering Sector to be listed in the New York Stock Exchange (September
2004) Friday, November 27, 2009 4 Marketing Management
The 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 the
usual boring stuff like incorporating Tata Nano news into newspapers and creating Nano
newsbreaks on the radio. Some of the more interesting marketing strategies of Tata Motors
includes Tata Nano news crawling across as ticker messages at the bottom of your TV (I thought
they said no television ads?) as well as new online Tata Nano games, Tata Nano Internet
chatrooms, irritating Tata Nano pop-ups on major websites and even some in-depth Tata Nano
conversations for users to join in on Facebook, Orkut and other blogspaces.(business
6. AIM
The aim of this study was to find out the effectiveness of ‘Tata Nano’advertisement in three
of the newspaper amongin Varanasi. Study also considered the suggestions of female for the
improvement of this advertisement. various health problems caused due to intake of impure
drinking water and also focused into the intentional and motivational factors behind using
safe drinking water.
7. OBJECTIVES
The 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 STUDY
A small size of, 40 sample was taken under studyas a large number of sample size cannot be
generalized because of lack of time and resources.
CHAPTER – 2
METHODOLOGY
8. DESIGN
The design was survey design because study focused on the use of safe drinking water by
middle class families. By personally visiting the middle class families, questionnaireswere
provided.
VARIABLES AND MEASURES
The following variable had been taken into account for quantifiable data. The following
variables 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. Health
Recently many water borne diseases are prevailing in all around the country and many
people have lost their lives either. So safe drinking is a related issue to health problem
and people might take precautions in order to avoid health problems.
Quality
People have even started liking water in different tastes. In terms of water filter, several
filters provide different kinds of taste of water after filtering. People may even look for
water purifiers for taste savour.
Pomp and show
Drinking safe water has also become a question of status. People even take measures for
safe water as a matter of status.
C. Source of inspiration behind using safe drinking water
These days people are more exposed to electronic media and water has somehow become
an universal issue. Therefore various media have started showing water related
programmes to make people aware about it. This section helped in finding out the source
of inspiration.
Electronic media
Electronic media has become the most prominent media among people. General public
and rural people usually follow television and radio and thus these issues are more
strongly raised by these mediums.
Print media
Government has started contributing in the awareness programmes for water filters.
Private and government water companies publish their advertisements in magazines also.
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 SAMPLING
UNIVERSE
11. The universe of this study was middle class families in 4 blocks of
Varanasi.KashiVidyapeeth, Cholapur,Pindra and Sevapuri were chosen by lottery method for
the survey.
SAMPLE AND SAMPLING
A 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 block
were randomly selected. The sampling method used in this study was simple random
samplingbecause a class of society is needed to be studied.
INSTRUMENT USED
The instrument used in this study was questionnaire containing 16 questions with both close
ended as well as open ended, including tick (√) marks options. Questionnaire were used to
gathered responses of middle class families on such issues as measures taking by them, their
intentions and inspiration behind using safe drinking water. Some of the questions were
related to health issues.
DATA GATHERING
12. The data gathering has been done through a one-shot sample survey. The samples filled the
questionnaire 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 8th
Marchto 14th March.
DATA ANALYSIS
The data analysis has been done on the basis of the responses given by families in the
questionnaire. The questionnaire was divided into five sections comprising several questions
as 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. FINDINGS
SECTIONA (characteristics)
Personal Information
Under this section of questionnaire, the household were asked their basic details such as their
name which is optional, family (joint/nuclear), address, occupation and monthly income.
Section A.1 family
Out of 40household surveyed, 19 were lived innuclear family and 21were lived in joint
family.
Section A.2 occupation
Fourteen (14) families responded that they are in government service, 12 have their business
and 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, 20
were earning Rs. 15-20 thousand. A small number of 5 houses earning were Rs. 10-15
thousand.
Evaluation
Section A was the basic characteristics of the respondents.The findings showed that out of 21
joint families 7 of them were till now using boiled water and rest of them were using water
filter.Out of 19 nuclear families, only one of them was boiling water for filtration.
Government service houses were more concerned of using water filter comparatively
business and private service houses. Out of 3 housewives, 2 were using water filter and only
one of them using boiled water. The numbers of water filter’s users were more whose Income
was above Rs. 20 thousand and they followed precaution outside home comparatively 20
thousand less incomer. s
14. SECTION B
Measures taking by people for safe drinking water
In this part of the questionnaire, households were asked questions as precautions taken by
them, types of filtration, time duration of using safe drinking water, precautions followed
outside home and their advices to others.
Section B.1 measures taken by them
All of the 40 households were taking measures for pure drinking water.
Section B.2 types of filtration
Questions pertained to the types of filtration it was found that Out of 40 households, only 8 of
them boiled water before use and 32 of them were uses water filter.
Section B.3 Time duration of using safe drinking water
It was found that out of 40 households, there were 11 such users who were drinking filtered
water for 10 years. 7 of them were using filtered water since 5 years and 6 of them, from 6
years. The outcomes showed that only 3 of the families were using safe drinking water since
2 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. Section B.4 precautions followed outside home and their advice to others
The question under this section helped in find out the households precautions outside
home.0ut of 40 households,31 were followed precautions outside home and 9 were not
followed it.
The majority of the houses suggested others to using filtered water. Out of 40, 32 advised
others to use safe drinking water and 8 were not.
Figure 2: showing number of households who followed precautions outside home and their
advice to others
16. Section B.5
Types of precautions for drinking water outside home
Among 40 of the families, 16 were purchased water bottle when they were going outside
home. 10 of them applied all methods according to their convenient and 5 were responded
that 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 home
EVALUATION
This section analysed that all of the middle class families took measures for safe drinking
water inside home. But when they were going outside all of them were not followed the
precautions.
More number of families purchased bottle for drinking water when they were going out of
home.
Big number of families were using water filter and they advised others to using safe drinking
water.
17. SECTION C
Intentions of families
This section ascertained the intentions of families, behind using safe drinking water.
Section C.1
Health concern
The intentions behind using safe drinking water among all of the households were related to
health issues, there was only one house that used pure water for pomp and show.
Section C. 2
Quality of filtered water
Most of the families didn’t know about RO quality. Out of 40, 32 were said that they are not
using 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. Evaluation
The intentions of the families behind using safe drinking water were health. All of them were
concerned 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 for
taste and quality.
19. SECTION D
Source of inspiration of families, using safe drinking water
Section d. 1
This section was helpful in finding of source of information or inspiration by which families
were motivated towards using filtered water. Among 40 of the middle class families, a
majority of 26 families were influenced by electronic media i.e. television and less of them
influenced by radio. 8 of them were motivated by print media i.e. newspaper, magazines or
any others.
Some of them used pure drinking water on other’s advice which was advised by doctors and
relatives.
6
Electronic
8 Print
others advice
26
Figure 5: showing source of inspiration behind using safe drinking water
20. Evaluation
From the responses of the families it is analysed that families influenced, more of electronic
media than other sources. In electronic media, houses inspired by television comparatively
radio or others, in using safe drinking water.
Some of the houses inspired by print media which is newspaper and magazines in using
filtered water. A small number of houses used filtered water on others advice. Some of them
took precaution after advice of doctors and some of them after their relative’s guidance.
21. SECTION E
Awareness for health problems caused by intake of impure water
Section E. 1
Knowledge of health problems and problems faced due to intake of impure water
This section helped to analysed the knowledge of the people about health problems, caused
due to impure drinking water. It is found that, all of the 40 families had knowledge of
problems caused by unsafe drinking water. Among 40 respondents, the common disease was
jaundice which was 22 times responded by families. Diarrhoea was the second common
disease and it was 19 times answered by families. Out of 40 respondents, 8 times dysentery
was replied, 9 times cholera was replied.
A small number of respondent replied for skin problem, liver problem and typhoid. They, 5
times 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 problems
Figure 6: showing awareness for health problems caused due to intake of impure water
Section E. 2
Problems faced by family or other members due to intake of impure drinking water.
22. Out of 40 families, 21 were responded that they and their family members have affected by
health problems, intake of impure drinking water. 19 of them were said that they have not
faced health problem.
problems faced
19 yes
21 no
Figure 7: showing problems faced by households caused due to intake of impure drinking water
Section E. 3
Out of 19 suffered families, a major number of 11families faced jaundice. Four (4) of them
have faced typhoid and 3 from cholera. Only one of, each of them suffered from liver
problem and stone problem.
23. Disease
1
1
3 jaundice
typhoid
cholera
11 stone problem
liver problem
4
Figure 8: showing disease name, faced by families due to intake of impure drinking water
Evaluation
This section comprised question related to awareness of health problems and the problems
caused due to impure drinking water. All of the families were aware of the health problem
caused due to intake of impure water. Most of them knew about jaundice and diarrhoea and
less people knew about liver and skin problems.
From the analysis it is found that there is not a big difference between the houses that had
faced problems earlier and that of those who has not. Among health problems jaundice was
the most common disease faced by families.
24. CHAPTER – 4
SUMMARY
The section-wise findings have been documented above. In this part, cross-sectional findings
are presented and analysed. The purpose of this is to find out the correlation between various
factors, 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 joint
families. Government service houses were more concerned of using water filter
comparatively business and private service houses.
Out of 3 housewives, 2 were using water filter and only one of them using boiled water. The
numbers of water filter’s users were more who earns above 20 thousand monthly.
SECTION B (Measures for safe drinking water)
Impact of water purifier
Majority of the houses use water purifier, for safe drinking water. Among 40 families only 8
of them applied old method which is boiling.
Among 40 pure drinking water users, 11 of them used filtered water since 10 years. This
shows 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 of
home.
SECTION C (Intentions behind using safe drinking water)
25. Health concern
From the study it was found that all of the families are concerned of their health. This shows
that middle class families are conscious for their health.
Among all 40 respondent, only one of them used pure drinking water for pomp and show. A
very 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.Television
played an important role in inspiring the families in using filter water. Family, today are
aware of water born health problems, so almost all the families are taking measures for
drinking safe water.
Some of the houses inspired by print media which is newspaper and magazines in using
filtered water. A small number of houses used filtered water on others advice. Some of them
took precaution after advice of doctors and some of them after their relative’s guidance.
SECTION E (Awareness for health problems)
Family awareness
The result shows that middle class families are aware of water born health problems, so
almost all the families were taking measures for drinking safe water. Most of them were
aware of jaundice and diarrhoea disease and very few have knowledge of liver and skin
problems.
There is not a big difference between the houses that had faced problems earlier and that of
those who has not. Among health problems jaundice was the most common disease faced by
families and their members.
CHAPTER – 5
26. CONCLUSION AND RECOMMENDATION
Conclusions
There is a lack of proper awareness among houses for using pure drinking water because out
of 40, 9 families didn’t take precautions while going outside.This is one of the big reasons
that they faced problems related to health. Among these families, a good number of
households were facing health problems earlier and even after facing problems they are not
taking 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 the
middle class families to buy water purifier. Even if they are not able to afford water filters
still 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 research
shows 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 drinking
water. 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 19
are suffered from jaundice. That’s why most of the families were more familiar about
jaundice as compared to other disease. After jaundice, diarrhea was the most common
disease, families were aware of. Because of such disease prevailing these days, most of the
families became more conscious about safe drinking water.
Many of the people agreed that they help and even suggest others to drink and use safe and
clean water. These people were themselves using safe water and they want other’s too using
pure water for their good health.
Recommendations
27. On the basis of the findings, the analysis and the conclusion, the study looks for the following
recommendation:
• 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. Websites
"the effects of impure drinking water." 2011. eHow.com. February 2012
<http://www.ehow.com/info_8247400_effects-impure-drinking-water.html#ixzz1pxIJZIYW>.
"Water tech online: regional water needs around the world." November 2010. Water tech online.
March 2012 <http://www.pide.org.pk>.
30. DEPARTMENT OF MASS COMMUNICATION AND JOURNALISM
BANARAS HINDU UNIVERSITY
Greetings,
I, student of MAMC, Semester-II,Pritam Rani, doing a research titled “A study on the
awareness of safe drinking water in middle class families of Varanasi’’. This is a part of
my semester study. I want your responses in order to carry out this study. I assure you that
your identity will not be revealed. The information provided will be used for academic
purpose only. In case of a breach, legal action may be taken against.
SECTION A
PERSONAL 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 20
INSTRUCTIONS
Use a tick mark (√)to select the appropriate answer. Please fill in all the answers.
SECTION B
31. This Section will help to find out the measures taking by people, using safe drinking
water.
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 use
6.3. 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. 9. Do you advise others to use safe drinking water?
a) Yes b) No
9.1. If yes, then how? (Please specify)
_____________________________________________________________________
_____________________________________________________________________
SECTION C
This 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) No
11.1 If yes, please explain-
________________________________________________________________________
________________________________________________________________________
12. Do you use safe drinking water for quality? (Example- RO quality &Taste etc.)
a) Yes b) No
12.1. If yes, please explain which type of quality-
________________________________________________________________________
________________________________________________________________________
13. Do you use safe drinking water for pomp and show?
a) Yes b) No
33. SECTION- D
This 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 advice
14.1. 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-
