UNDERSTANDING THE CONSUMER BEHAVIOR ON

SAFE DRINKING WATER

PROJECT REPORT SYNOPSIS

Submitted in partial fulfillment of the

Requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

2009-11

NAME : REETESH KUMAR SINGH

ENROLLMENT NO.: C9383PBA6013

Under the supervision of

Ms. Ranjana srivastava

INSTITUTE OF DISTANCE EDUCATION

UNIVERSITY OF MADRAS
 BONAFIDE CERTIFICATE

INSTITUTE OF DISTANCE EDUCATION

UNIVERSITY OF MADRAS

Certified that this is the bonafide Project work done by Reetesh Kumar
Singh with enrollment No.-C9383PBA6013, of the final year M.B.A.
Degree course in the institute of distance education, University of madras,
Chennai-600005 during year 2010.

Date:

Examiner 1 Supervisor

(Signature with seal)

Examiner 2
 Format of attendance certificate

(To be given by the head of the firm/organization)

ATTENDENCE CERTIFICATE

Certified that Mr. /Ms……………………………………… with

Enrollment no…………………………………a student of MBA Degree

course in the Institute of distance education, university of Madras has
undergone the project work in the…………………………………………

From …………..to…………………………During the period of study and

observation in our organization his/her conduct was good.

Date: Signature

1. Name of the head:

2. Name of the Industrial

Unit/business organization:
PURPOSE OF THE STUDY-

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods
company, touching the lives of two out of three Indians with over 20 distinct categories in
home & personal care products and food & beverages.

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company, touching the lives of two out of three Indians with over 20 distinct categories
in Home & Personal Care Products and Foods & Beverages.

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

There are four purification stages of pureit. They are done through Micro Fibre mesh
(MFM), Compact Carbon Trap (CCT), Germ Kill Processor (Chlorine Cartridge) and
Polisher.

Consumer behaviour is the study of when, why, how, and where people do or do not buy
a product. It attempts to understand the buyer decision making process, both individually
and in groups. It studies characteristics of individual consumers such
as demographics and behavioral variables in an attempt to understand people's wants. It
also tries to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general.

Clean drinking water is essential to human and other life forms. Access to safe drinking
water has improved steadily and substantially over the last decades in almost every part
of the world. There is a clear correlation between access to safe water and GDP per
capita. However, some observers have estimated that by 2025 more than half of the world
population will be facing water-based vulnerability. A recent report (November 2009)
suggests that by 2030, in some developing regions of the world, water demand will
exceed supply by 50%. Water plays an important role in the world economy, as it
functions as a solvent for a wide variety of chemical substances and facilitates industrial
cooling and transportation. Approximately 70% of fresh water is consumed by
agriculture.

Water-borne diseases are infectious diseases that spread primarily through contaminated
water. Though these diseases are spread either directly or through flies or filth, water is
the chief medium for spread of these diseases and hence they are termed as water-borne
diseases.

The project entitled “Consumers behavior towards safe drinking water with special
reference to Pure It” was undertaken as a part of summer training in Hindustan Unilever
Limited at the safe water zone, Kotla.

Purpose of the study:

• To know about the consumer buying behavior towards water purifier.

• How pureit is different from other purifiers?

• To understand the Distribution channel of HUL

• SWOT analysis of HUL.

• Area of improvement for the product.

AIM-

The main aim of the study is to make awareness about water borne diseases among
peoples and to persuade them to use water purifiers for safe drinking water.

RESEARCH QUESTIONS-

1. What is the existing source of drinking water?

2. What is the factors affecting customer towards particular water purifier?

3. What are the methods used for purifying the water?

4. What is different water borne diseases?

5. What are the measures to prevent water borne diseases?

OBJECTIVE-

The main objectives of the study are:

1. Conducting and analyzing market research.

2. Getting consumer feedback from the existing and potential customers.

3. To understand consumers behavior for safe drinking water

4. Find their awareness about different water- borne diseases, causes of such
diseases and preventive measures.
5. Make consumers aware about different purification methods and also find their
awareness about HUL’S Pure it.
RESEARCH METHODOLOGY
MARKET RESEARCH TOOLS APPLIED:

1. SPSS: It provides with a broad range of capabilities for the entire analytical
process output, helps us to share results with others using a variety of reporting
methods, and take advantage of the analytical asset storage and deployment
capabilities to other SPSS products. Results from data analysis will enable us to
make smarter decisions more quickly by uncovering key facts, patterns and
trends.
2. GRAPHICAL REPRESENTATION:(BAR GRAPHS, PIE CHARTS etc)
• BAR GRAPHS/CHARTS: A Bar graph is a chart with rectangular bars
of lengths usually proportional to the magnitudes or frequencies of what
they represent. Sometimes the bars are not proportional, often because the
chart didn’t start at zero.
• PIE DIAGRAMS: A circular graph having a radii dividing the circle into
sectors proportional in angle and area to the relative size of quantities
represented.
RESEARCH DESIGN:

1. EXPLORATORY RESEARCH: we gain insights into decision problems and

opportunities.
2. SAMPLING DESIGN:
• SAMPLE SIZE:150
• TYPE OF SAMPLING: Convenience sampling
• DATA COLLECTION:
a) Type of data: Primary data and secondary data.
b) Method of collecting data: Questionnaire as it is convenient and very
feasible tool.
c) Location for filling questionnaire: Different areas of Delhi such as
Kalkaji,Govindpuri,Kailash colony, Santnagar etc.,

SCALES OF MEASUREMENT: Nominal scale

PROPOSED CONTENTS OF REPORT:-
Chapter 1 Introduction

1.1 Organization profile

1.2 Concepts

1.3 Need for the study

1.4 Problem

1.5 Objectives

1.6 Procedure-Methodology

Chapter 2 Analysis

2.1 Analysis of the situation

2.2 Existing system

2.3 Need for the change in system

2.4 Proposed system

Chapter 3 Present condition with special reference to the

Organization/industry concern

Chapter 4 Summary, Conclusion and Suggestions

4.1 Summary of the system

4.2 Scope of the system

4.3 Suggestions.
WORK PLAN-

The allocated time period is 2 months.

Starting Date: 3rd may
Ending Date: 4th July 2010.

Week Works
1st week In the beginning induction program will take place. Sales training and
information about the product, organization policy, etc. will be provided.
2nd week In the second week interaction with existing customers will take place.
Customer feedback and information related to satisfaction level will be
collected.
3rd week In this week sales activity work will be started. In the beginning sales
activity will be done in the presence of industry guide, but latter we will
do sales activity with the assigned team members.
4th week In the fourth week, i will continue with sales activity.
5th week In the fifth week also, i will continue with sales activity.
6th week After completing sales activity, Questionnaire will be prepared for
collecting primary data.
th
7 week Once questionnaire will be prepared, i will go to the assigned area for
collecting relevant information’s.
th
8 week Once the primary information’s are collected, analysis will be done on the
basis of the available information’s. Final project report will be prepared
by using statical tools and graphs.