CHAPTER –I

INTRODUCTION
INTRODUCTION:

Market research is the process of systematic gathering, recording and analyzing of data
about customers, competitors and the market. Market research can help create a business
plan, launch a new product or service, fine tune existing products and services, expand into
new markets etc. It can be used to determine which portion of the population will
purchase the product/service, based on variables like age, gender, location and income
level. It can be found out what market characteristics your target market has. With market
research, companies can learn more about current and potential customers.

The purpose of market research is to help companies make better business decisions about
the development and marketing of new products. Market research represents the voice of the
consumer in a company.

A list of questions that can be answered through market research:

What is happening in the market? What are the trends? Who are the competitors?

How do consumers talk about the products in the market?

Which needs are important? Are the needs being met by current products?

A simple example of what market research can do for a business is the following. At
the company Chevrolet they brought several disciplines together in a cross-functional
team to develop a concept for a completely new Corvette. This team enabled the
marketers to come up with an alternative concept, one that balanced 4 attributes: comfort and
convenience, quality, styling, and performance. This was considered radical because
comfort and convenience were not traditional Corvette values. However, market research
demonstrated that consumers supported the alternative concept. As a result the new
Corvette was a huge success in the market.
There are two types of Market research, Primary and Secondary. [Burns 2001]

With market research you can get some kind of confirmation that there is a market for your
idea, and that a successful launch and growth are possible

2
Need for the study:

This Particular topic is chosen because every organization requires Marketing Research to sustain
in long run and provide good services. Marketing Research helps to modify or develop new
product as per the market needs and preferences. The purpose of market research is to help
companies make better business decisions about the development and marketing of new
products. Market research represents the voice of the consumer in a company.

BISLERI is the first company to launch mineral water and ruled the market for several decades
as the time passed many other players have entered into this segment to sustain the competition
company has to modify new products or introduce new products and watch Product Life Cycle
and develop products as per customer preferences.

For Introducing or modifying product, Research plays an important role for knowing the taste
and preferences of the customer. The purpose of market research is to help companies make
better business decisions about the development and marketing of new products. Market research
represents the voice of the consumer in a company.

Objectives of the study

 To know about the tastes and preferences of the consumers regarding Mineral Water.
 To find out the position of Bisleri.
 To know what changes consumers are expecting.
 To develop or modify product as per the tastes and preferences of the consumers.
 To provide the company required information about new product development.

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 SCOPE OF THE STUDY

1 ). The research work “A study of market research on New product development, is to

know about market research regarding Bisleri International ltd.

2 ). The scope of the study is limited. The study is a very minor contribution to the
company as it is only restricted to the twin cities .The study would only be a drop in the
ocean, Can help the distribution in this area.

3 ). The study can be conducted on a national basic too with a large sample size and
interviewing many numbers of respondents.

TYPES OF RESEARCH:

For thin study deseriptive researeh method has been used

DESCRIPTIVE RESEARCH:
Descriptive study is a fact finding investigation with a adequate interpretation it focus on
particular aspects of dimensions of problem study. In the study it is designed to gather
descriptive information and provides sophisticated studies.
Iu than research intevviewing and questionnaire methods are uned to collect data.

4
Source of data:

The source of data may be classified into

A) Primary source B) secondary source

A) Primary source:
For my study I used primary source of data. Primary source are original
sources from which I directly collected the data.
Primary data are first hand information collected through various methods
such interviewing, mailing etc....

METHODS OF PRIMARY DATA COLLECTION:

There are various methods of data collection. A method is different from a tool .While a
method refers to the way or mode of gathering data, a tool is an instrument used for the method.

A) Observation B) Interviewing C) Mail survey.

D) Experimentation E) Simulation F) Projective technique.

In my survey I used the methods of interviewing and mailing .interviewing is

the face -to-face conversation between the investigator and the respondent.

Mailing is used to collect data by getting questionnaires completed by respondents.

5
TOOLS FOR DATA COLLECTION:

In my survey I used interview scheduled.

In my survey I used interview schedule and mailed questionnaire.

INTERVIEW SCHEDULE AND MAILED QUESTIONNAIRE:

I used interview schedule and mailed questionnaire as a tool for data collection while
a schedule used for interviewing, questionnaire is used for mailing.

I have complete list of questions on which information is elicited from the

respondents.

6
INTERVIEWING:

The interview may be classified into

a) structure or directive interview

b) Unstructured interview or non Directive
c) Focused interview
d) Clinical interview
e) Depth interview

STRUCTURED OR DIRECTIVE INTERVIEW:

From the above types of interview I used structure, directive interview. This is an
interview with a detail standardize schedule . The same questions are put all the respondents and in
the same order .Each question is asking the same way in each interview , promoting
measurements reliability.

QUESTIONNAIRE:

They may be classified into closed questions and opened questions in my

questionnaire .1 used closed questions; in closed question methods I used two choices and
multiple choice questions. I used few open-ended questions.

7
2.Element selection technique

In this basis the samples may be either unrestricted or restricted. When each
sample element is drawn individually from the population at large than the sample. So
drawn is known as "unrestricted sample" where as all other forms of sampling are covered
under the term "restricted sampling".

Non- probability sampling:

In my study I used non -probability sampling. In this type of sampling items
for the sample are selected deliberately by me. Purposively choose the particular units of the
consulting a sample on the basis that the small mass . That they so selected out huge once
will be typical for representative of the whole .

The primary methods of non-probability sampling are : !) Convenience

sampling
2) Purposive or Judgment sampling
3) Quota sampling
4) Accident sampling
5) Show ball sampling

Convenience sampling:
When a sample is done according to its one's own convenience with out any
systematic method, it is known as convenience sampling. Though this method is
unscientific ,some times none other than convenience sampling is possible.

Sample Design:

1. Sample Element
2. Sample unit
3. Sample frame work
4. Sample Size
5. Sample Extent

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1. Sample Element".
It means the person to whom you are going to conduct the interview or the person
whom going to may for study . In a marketing research for durable product retailer will be
sampling element.

2. Sample unit:
It is the difference among the retailers. For example they may be categories selling of
retailers .

3. Sample frame work:

The list of the address from the retailers, it means the name of the retailer , the
residential address of the retailer and the telephone numbers obtained from the seller.

4. Sample Size:

It means the number of persons going to interview the study.

5. Sample extent:

It is the area research to be conducted

LIMITATIONS OF THE STUDY

 The study was restricted to twin cities.

 The information given by the respondents may be biased.

 Suggestions given at the end of the report are based on the information
collected, which may not be accurate due to the changing of the consumers.

 Due to time constraint more information could not be collected.

9
 CHAPTER -II

REVIEW OF
LITERATURE

10
Market research is the process of systematic gathering, recording and analyzing of
data about customers, competitors and the market. Market research can help create a
business plan, launch a new product or service, fine tune existing products and services,
expand into new markets etc. It can be used to determine which portion of the population
will purchase the product/service, based on variables like age, gender, location and
income level. It can be found out what market characteristics your target market has. With
market research, companies can learn more about current and potential customers.

The purpose of market research is to help companies make better business decisions
about the development and marketing of new products. Market research represents the
voice of the consumer in a company.

A list of questions that can be answered through market research:

• What is happening in the market? What are the trends? Who are the competitors?
• How do consumers talk about the products in the market?
• Which needs are important? Are the needs being met by current products?

A simple example of what market research can do for a business is the following. At
the company Chevrolet they brought several disciplines together in a cross-functional
team to develop a concept for a completely new Corvette. This team enabled the
marketers to come up with an alternative concept, one that balanced 4 attributes: comfort
and convenience, quality, styling, and performance. This was considered radical because
comfort and convenience were not traditional Corvette values. However, market research
demonstrated that consumers supported the alternative concept. As a result the new
Corvette was a huge success in the market. There are two types of Market research,
Primary and Secondary. [Burns 2001]

With market research you can get some kind of confirmation that there is a market for your idea,
and that a successful launch and growth are possible

11
Market research for business planning

Market research is discovering what people want, need, or believe. It can also involve
discovering how they act. Once that research is complete it can be used to determine how to
market your specific product. Whenever possible, try to reduce risks at the earliest
possible stage. For example you could carry out market research early on and not wait until
you are almost ready to enter the market. If early market research reveals that your business
idea has real potential, you can use this information in planning the build-up of your business.
[liar 1998]

For starting up a business there are a few things should be found out through market research in
order to know if your business is feasible. These are things like:

• Market information

Market information is making known the prices of the different commodities in the market, the
supply and the demand. Information about the markets can be obtained in several different
varieties and formats. The most basic form of market information is the best quotation and last
sale data, including the number of shares, with respect to a particular security at a given time.
[Market research 2006]

Examples of market information questions are:

1. Who are the customers?

2. Where are they located and how can they be contacted?
3. What quantity and quality do they want?
4. What is the best time to sell?
5. What is the long-term or historical price data over a number of years?
6. What is the expected production in the country?
7. Is there more demand for one product or another? Etc.

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 • Market segmentation

Market segmentation is the division of the market or population into subgroups with
similar motivations. Widely used bases for segmenting include geographic differences,
personality differences, demographic differences, use of product differences, and
psychographic differences.

• Market trends

The upward or downward movements of a market, during a period of time.

The market size is more difficult to estimate if you are starting with something
completely new. In this case, you will have to derive the figures from the number of potential
customers or customer segments. [liar 1998]

But besides information about the target market you also need information about your
competitor, your customers, products etc. A few techniques are:

• Customer analysis
• Competitor analysis
• Risk analysis
• Product research
• Advertising research
In the last chapter you can read how to perform market research, with interviews and
questionnaires, but there is already a lot of information available. Market research firms
and industry experts publish much of their information on websites, and in trade and
business magazines. Reference sites index these magazines, many offer the texts online
and if not the libraries stock them. Trade associations publish many listings and statistics on
their websites as well as in hard copy publications. So there is already a lot of information
available.

13
Perform market research

This chapter introduces the steps involved in the market research process. It also provides
you with a brief preview of each of the steps necessary to conduct a market research
effort. As you can see in figure 1, the market research process has 4 basic steps. These steps
include:

1. Defining the research problem

2. Establishing the research design
3. Collecting and analysing data

4. Formulate findings

Figure 1 is the meta-process model of market research. The model shows every activity
that must be performed. And every activity has a few sequential activities. Every
sequential activity is connected with an arrow which implies that these activities need to be
carried out in a pre-defined order.

Figure 1: Meta-process model for Market research

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Before these 4 steps are discussed it is important to make a few comments about these steps.
First although the list does strongly imply an orderly step-by-step process, it is rare that a
research project follows these steps in the exact order that they are presented in the figure.
Market research is more of an interactive process whereby a researcher, by discovering
something in a zrven step, may move backward in the process and begin again at another step
[Market research 2006] Finding some new information while collecting data, may cause the
researcher to establish different research objectives. In the following the different market
research steps are described.

Defining the research problem

The step defining the research problem exists of 2 main steps: (1) formulating the
problem and (2) establishing research objectives.

Defining the problem is the single most important step in the market research process. A clear
statement of the problem is a key to a good research. A firm may spend hundreds or thousands
of dollars doing market research, but if it has not correctly identified the problem, those dollars
are wasted. In our case it is obvious that the problem here is setting up a business. But even if
this is clear, you still need to know what exactly you need to know to make the new business a
success and what specific related to the product is difficult to find out. Problems that may be
encountered are: it is unknown what potential markets there are, what customer groups are
interested in your products, who the competitors are? After formulating your problem, you need
to formulate your research questions. What questions need to be answered and which possible
sub-questions do you have.

With the problem or opportunity defined, the next step is to set objectives for your market
research operations. Research objectives, related to and determined by the problem formulation,
are set so that when achieved they provide the necessary information to solve the problem. A
good way of setting research objectives is to ask, "What information is needed in order to solve
the problem?" Your objective might be to explore the nature of a problem so you may further
define it, or perhaps it is to determine how many people will buy your product packaged in a
certain way and offered at a certain price. Your objective might even be to test possible cause
and effect relationships. For example, if you lower your price, how much will it increase your
sales volume? And what impact will it have on your profit?

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Clear objectives can lead to clear results. An example of this is a situation at
Camaro/Firebird. Auto manufacturers are sometimes criticized for creating expensive vehicles
with unwanted features and technologies that do not meet the needs of the target market. To
avoid this trap engineering team of this company turned to market research to evaluate how
changes in performance and fuel economy would affect sales volume and customer
satisfaction. It turned out that customers were willing to pay more for greater performance if
the car also offered simultaneous increases in fuel economy. [Burns 2001]

The problem description, the research question, sub questions and the research objectives are
part of an overall document problem description.

After describing and formulating the problem and the objectives, the next step is to prepare a
detailed and realistic time frame to complete all steps of the market research process. If your
business operates in cycles, establish target dates that will allow the best accessibility to your
market. For example, a holiday greeting card business may want to conduct research before or
around the holiday season buying period, when their customers are most likely to be thinking
about their purchases.

Selecting and establishing research design

The step selecting and establishing research design consists of 3 main steps: (1) select the
research design, (2) identify information types and sources and (3) determine and design
research instrument.

Select the research design ;

As staled earlier, every research project and every business is different. Still,
there are enough commonalities among research projects to categorize them by research
methods and procedures used to collect and analyze data. There are three types of research
design:
• Exploratory research design -
• Descriptive research
• Causal research
Exploratory research is defined as collecting information in an unstructured and informal way.
For example if the owners of a new restaurant often eat out at competitor's restaurants in order to
gather information about menu selections, prices and service quality.

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Descriptive research refers to a set of methods and procedures that describe marketing variables.
Descriptive studies portray these variables by answering who, what, why and how questions.
These types of research studies may describe such things as consumers' attitudes, intentions, and
behaviours, or the number of competitors and their strategies.

Causal research design is conducted by controlling various factors to determine which factor is
causing the problem. It allows you to isolate causes and effects. By changing one factor, say
price you can monitor its effects on a key consequence such as sales. Although causal research
can give you a high level of understanding of the variable you are studying, the designs often
require experiments that are complex and expensive.

Identify information types and sources

There are two types of information available to a market researcher: primary data and secondary
data. Primary data is original information gathered for a specific purpose. Secondary data refers
to information that already exists somewhere and has been collected for some other purpose.
Both types of research have a number of activities and methods of conducting associated with
them. Secondary research is usually faster and less expensive to obtain than primary research.
Gathering secondary research may be as simple as making a trip to a local library or business
information center or browsing the Internet. There is already a lot of statistics about different
businesses that can be used for this research.

Information source

Secondary data help identify the problem; better define problem; develop an approch to problem;
fomulate an appropriate research design; answer certain research questions and test some
research hyotheses; Interpret primary data more insightfully.

Determining and design research instrument

After determining which type(s) of information are needed, the methods of accessing data must
be determined. There are several different methods of collecting data. These methods include
telephone surveys, mail surveys, personal interviews or group surveys.

17
The actual design of the research instrument, the data collection form that is used to ask and
record the information is critical to the success of the project. There are two basic methods to
collect information: by asking questions or by observing. The most common research instrument
is the questionnaire. There are two types of forms: structured and unstructured. Structured
questionnaires list close-end questions. These include multiple choice questions which offer
respondents the ability to answer "yes" or "no" or choose from a list of several answer choices.
Close-end questions also include scales refer to questions that ask respondents to rank their
answers at a particular point on a scale. Unstructured questionnaires have open-ended questions.
Respondents can answer in their own words.

Collecting and analyzing data

Data collection is usually done by students . They are employed by field data collection
companies to collect primary data. A choice has to be made between collecting the data yourself
or hiring an external office who are specialized in interviews.

Data analysis is needed to give the raw data any meaning. The first step in analyzing the data is
cleaning the data. This is the process of checking the raw data to verify that the data has been
correctly entered into the files from the data collection form. After that the data have to be coded.
This is the process of assigning all response categories a numerical value. For example males =
1, females = 2. After that the data can be tabulated, which refers to the actual counting of the
number of observations that fall in to each possible response category.

Data can also be collected on a smaller scale to obtain more qualitative data. One frequently
used form of qualitative data collection is the focus group. Focus Groups are generally
comprised of a small selection of the target audience. The participants are then queried and the
discussions are guided by a moderator. The group is often recorded and/or viewed by the
marketing team or others via a two-way mirror or closed circuit system. Focus group companies
exist worldwide. Some specialize in certain industries, such as the legal community, while others
provide more general services.

Research is the search for and retrieval of existing, discovery or creation of new information or
knowledge for a specific purpose. Research has many categories, from medical research to
literary research. 'Marketing research is a form of business research, and Business-to-Business

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(B2B)Marketing Research, or Business Marketing Research, previously known as Industrial
Marketing Research.

B2B Marketing Research investigates the markets for products sold by one business to another,
rather than to consumers.

Consumer Marketing Research is a form of applied sociology which concentrates on

understanding the behaviours, whims and preferences, of consumers in a market-based
economy. The field of consumer marketing research as a statistical science was pioneered by
Arthur Nielsen with the founding of the ACNielsen Company in 1923.

In addition to marketing research, other forms of business research include:

• Market research is broader in scope and examines all aspects of a business

environment. It asks questions about competitors, market structure, government
regulations, economic trends, technological advances, and numerous other factors that
make up the business environment. (See Environmental scanning.) Sometimes the term
refers more particularly to the financial analysis of companies, industries, or sectors. In
this case, financial analysts usually carry out the research and provide the results to
investment advisors and potential investors.

• Product research - This looks at what products can be produced with available
technology, and what new product innovations near-future technology can develop, (see
New Product Development)

• Advertising Research - is a specialized form of marketing research conducted to

improve the efficacy of advertising, copy testing, also known as pre-testing, is a form of
customized research that predicts in-market performance of an ad before it airs by
analyzing audience levels of attention, brand linkage,motivation, entertainment, and
communication, as well as breaking down the ad's Flow of Attention and Flow of
Emotion . Pre-testing is also used on ads still in rough (ripomatic or animatic) form.

19
Types of marketing research

Marketing research techniques come in many forms, including:

• Ad Tracking - periodic or continuous in-market research to monitor a brand's

performance using measures such as brand awareness, brand preference, and product
usage. (Young, 2005)

• Advertising Research - used to predict copy testing or track the efficacy of

advertisements for any medium, measured by the ad's ability to get attention,
communicate the message, build the brand's image, and motivate the consumer to
purchase the product or service. (Young, 2005)

• brand equity research - how favorably do consumers view the brand?

• brand name testing - what do consumers feel about the names of the products?

• Commercial eye tracking research - examine advertisements, package designs,

websites, etc by analyzing visual behavior of the consumer

• concept testing - to test the acceptance of a concept by target consumers

• consumer decision process research - to determine what motivates people to buy and
what decision-making process they use

• copy testing - predicts in-market performance of an ad before it airs by analyzing

audience levels of attention, brand linkage, motivation, entertainment, and
communication, as well as breaking down the ad's Flow of Attention and Flow of
Emotion. (Young, p 213)
customer satisfaction studies - exit interviews or surveys that determine a customer's level of
satisfaction with the quality of the transaction

demand estimation - to determine the approximate level of demand for the product

distribution channel audits - to assess distributors' and retailers' attitudes toward a product,
brand, or company

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Internet Strategic Intelligence - searching for customer opinions in the Internet: chats, forums,
web pages, blogs... where people express freely about their experiences with products, becoming
strong "opinion formers"

Marketing Effectiveness and analytics - Building models and measuring results to

determine the effectiveness of individual marketing activities
Mystery shopping - An employee or representative of the market research firm anonymously
contacts a salesperson and indicates he or she is shopping for a product. The shopper then
records the entire experience. This method is often used for quality control or for researching
competitors' products.
Positioning research - how does the target market see the brand relative to competitors? - what
does the brand stand for?
price elasticity testing - to determine how sensitive customers are to price changes
Sales forecasting - to determine the expected level of sales given the level of demand. With
respect to other factors like Advertising expenditure, sales promotion etc.

• Segmentation research - to determine the demographic, psychographic, and

behavioural characteristics of potential buyers
• Store audit - to measure the sales of a product or product line at a statistically selected
store sample in order to determine market share, or to determine whether a retail store
provides adequate service
• Test marketing - a small-scale product launch used to determine the likely acceptance of
the product when it is introduced into a wider market

All of these forms of marketing research can be classified as either problem-identification

research or as problem-solving research.

A company collects primary research by gathering original data. Secondary research is

conducted on data published previously and usually by someone else. Secondary research costs
far less than primary research, but seldom comes in a form that exactly meets the needs of the
researcher.

A similar distinction exists between exploratory research and conclusive research. Exploratory
research provides insights into and comprehension of an issue or situation. It should draw
definitive conclusions only with extreme caution. Conclusive research draws conclusions: the

21
results of the study can be generalized to the whole population.

Exploratory research is conducted to explore a problem to get some basic idea about the solution
at the preliminary stages of research. It may serve as the input to conclusive research.
Exploratory research information is collected by focus group interviews, reviewing literature or
books, discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary
source of data is unable to serve the purpose, a convenience sample of small size can be
collected. Conclusive research is conducted to draw some conclusion about the
problem. It is essentially, structured and quantitative research, and the output of this research is
the input to Management information systems (MIS).

Exploratory research is also conducted to simplify the findings of the conclusive/ descriptive
research., if the findings are very hard to interpret for Marketing Manager.

Some times it may happen to conduct conclusive research with out followed by an exploratory
research, e.g. Consumer satisfaction Study. Because every year this study conducted by some
one and initial ideas concern to the study may readily available.

Marketing research methods

Methodologically, marketing research uses the following types of research designs:A-BASED

ON QUESTIONING:

• Qualitative marketing research - generally used for exploratory purposes - small

number of respondents - not generalizable to the whole population - statistical
significance and confidence not calculated - examples include focus groups, in-depth
interviews, and projective techniques
• Quantitative marketing research - generally used to draw conclusions - tests a specific
hypothesis - uses random sampling techniques so as to infer from the sample to the
population - involves a large number of respondents - examples include surveys and
questionnaires

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B-BASED ON OBSERVATIONS:

• Ethnographic studies -, by nature qualitative, the researcher observes social phenomena

in their natural setting - observations can occur cross-sectionally (observations made at one
time) or longitudinally (observations occur over several time-periods) -examples include
product-use analysis and computer cookie traces
• Experimental techniques - by nature quantitative, the researcher creates a quasi-artificial
environment to try to control spurious factors, then manipulates at least one of the
variables - examples include purchase laboratories and test markets

Researchers often use more than one research design. They may start with secondary research to
get background information, then conduct a focus group (qualitative research design) to explore
the issues. Finally they might do a full nation-wide survey (quantitative research design) in order
to devise specific recommendations for the client.

Business to business market research

Business to business (b2b) research is inevitably more complicated than consumer research. The
researchers need to know what type of multi-faceted approach will answer the objectives, since
seldom is it possible to find the answers using just one method. Finding the right respondents is
crucial in b2b research since they are often busy, and may not want to participate. Encouraging
them to "open up" is yet another skill required of the b2b researcher. Last, but not least, most
business research leads to strategic decisions and this means that the business researcher must
have expertise in developing strategies that are strongly rooted in the research findings and
acceptable to the client.

There are four key factors that make b2b market research special and different to consumer
markets
• The decision making unit is far more complex in b2b markets than in consumer markets
• B2b products and their applications are more complex than consumer products
• B2b marketers address a much smaller number of customers who are very much larger in
their consumption of products than is the case in consumer markets
• Personal relationships are of critical importance in b2b markets.

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Commonly used marketing research terms
Market research techniques resemble those used in political polling and social science research.
Meta-analysis (also called the Schmidt-Hunter technique) refers to a statistical method of
combining data from multiple studies or from several types of studies. Conceptualization
means the process of converting vague mental images into definable concepts.
Operationalization is the process of converting concepts into specific observable behaviors that
a researcher can measure. Precision refers to the exactness of any given measure. Reliability
refers to the likelihood that a given operationalized construct will yield the same results if re-
measured. Validity refers to the extent to which a measure provides data that captures the
meaning of the operationalized construct as defined in the study. It asks, "Are we measuring
what we intended to measure?"

Applied research sets out to prove a specific hypothesis of value to the clients paying for the
research. For example, a cigarette company might commission research that attempts to show
that cigarettes are good for one's health. Many researchers have ethical misgivings about doing
applied research.

Sugging (or Selling Under the Guise of market research) forms a sales technique in which sales
people pretend to conduct marketing research, but with the real purpose of obtaining buyer
motivation and buyer decision-making information to be used in a subsequent sales call.

Frugging comprises the practice of soliciting funds under the pretense of being a research
organization.

The role of qualitative research

Qualitative research methods are used primarily as a prelude to quantitative research. They are
used to define a problem, generate hypotheses, identify determinants, and develop quantitative
research designs. They are expensive and slow. Because of the low number of respondents
involved, these exploratory research methods cannot be used to generalize to the whole
population. They are however, very valuable for exploring an issue and are used by almost all
researchers. They can be better than quantitative research at probing below the surface for
affective drives and subconscious motivations.

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Approaches

Most qualitative methods use a direct approach : they clearly disclose the purpose of the study
and the organization that commissioned it. Questions are direct and to the point. Many other
qualitative techniques use an indirect approach. The true intent of the research is disguised,
either by claiming a false purpose or by omitting any reference to the study's purpose. Some
researchers have ethical misgivings about the deceit involved in this approach. Those
researchers that use this approach feel that it provides the more honest and accurate responses. If
disguised methods are used, all respondents should, on completion, attend a debriefing session
in which the true purpose of the research is given and the reason for the deception explained.

The main types of qualitative research are:

Depth Interviews
 interview is conducted one-on-one, and lasts between 30 and 60 minutes
 best method for in-depth probing of personal opinions, beliefs, and values
 very rich depth of information
 very flexible
 probing is very useful at uncovering hidden
issues
 they are unstructured (or loosely structured)- this differentiates them from
survey interviews in which the same questions are asked to all respondents
 can be time consuming and responses can be difficult to interpret
 requires skilled interviewers - expensive - interviewer bias can easily be
introduced
 there is no social pressure on respondents to conform and no group dynamics
 start with general questions and rapport establishing questions, then proceed
to more purposive questions
 laddering is a technique used by depth interviewers in which you start with
questions about external objects and external social phenomena, then proceed
to internal attitudes and feelings
 hidden issue questioning is a technique used by depth interviewers in which
they concentrate on deeply felt personal concerns and pet peeves
 symbolic analysis is a technique used by depth interviewers in which deeper

25
 symbolic meanings are probed by asking questions about their opposites
 Focus Groups
o an interactive group discussion lead by a moderator
o unstructured (or loosely structured) discussion where the
moderator encourages the free flow of ideas
o usually 8 to 12 members in the group who fit the profile of the
target group or consumer
o usually last for 1 to 2 hours
o usually recorded on video
o the room usually has a large window with one-way glass -participants cannot see
out, but the researchers can see in
o inexpensive and fast
o can use computer and internet technology for on-line focus
groups
o respondents feel a group pressure to conform
o group dynamics is useful in developing new streams of
thought and covering an issue thoroughly
o see focus group for a more detailed description

Projective Techniques
o these are unstructured prompts or stimulus that encourage the respondent to project their
underlying motivations, beliefs, attitudes, or feelings onto an ambiguous situation
o they are all indirect techniques that attempt to disguise the purpose of the research
o examples of projective techniques include:
• world association - say the first word that comes to mind after hearing a word -
only some of the words in the list are test words that the researcher is interested
in, the rest are fillers - is useful in testing brand names -variants include chain
word association and controlled word association
* sentence completion - respondents are given incomplete sentences and asked to
complete them
• story completion - respondents are given part of a story and are asked to
complete it
• cartoon tests - pictures of cartoon characters are shown in a specific

26
 situation and with dialogue balloons - one of the dialogue balloons is
empty and the respondent is asked to fill it in
• thematic apperception tests - respondents are shown a picture (or series
of pictures) and asked to make up a story about the picture(s)
• role playing - respondents are asked to play the role of someone else -
researchers assume that subjects will project their own feelings or
behaviours into the role
• third-person technique - a verbal or visual
representation of an individual and his/her situation is presented to the
respondent - the respondent is asked to relate the attitudes or feelings of
that person -researchers assume that talking in the third person will
minimize the social pressure to give standard or politically correct
responses

Qualitative Information is information based on peoples views, opinions and perceptions

Quantitative marketing research is the application of quantitative research techniques to the

field of marketing. It has roots in both the positivist view of the world, and the modern marketing
viewpoint that marketing is an interactive process in which both the buyer and seller reach a
satisfying agreement on the "four P's" of marketing: Product, Price, Place (location) and
Promotion. As a social research method, it typically involves the construction of questionnaires
and scales. People who respond (respondents) are asked to complete the survey. Marketers use
the information so obtained to understand the needs of individuals in the marketplace, and to
create strategies and marketing plans,

Scope and requirements

Both descriptive and inferential statistical techniques can be used to analyse data and draw
conclusions. It involves a quantity of respondents sometimes ranging in number from ten to ten
million, and may include hypotheses, random sampling techniques to enable inference from the
sample to the population. Marketing research may include both experimental and quasi-
experimental research designs.

27
Typical general procedure

Simply, there are five major and important steps involved in the research process:

1. Defining the Problem.

2. Research Design.
3. Data Collection.
4. Analysis.
5. Report Writing & presentation.

The brief discussion on each of these steps are:

1. Problem audit and problem definition - What is the problem? What are the various
aspects of the problem? What information is needed?
2. Conceptualization and operationalization - How exactly do we define the concepts
involved? How do we translate these concepts into observable and measurable
behaviours?
3. Hypothesis specification - What claim(s) do we want to test?
4. Research design specification - What type of methodology to use? -examples:
questionnaire, survey

5. Question specification – What questions to ask? In what order?

6. Scale specification - How will preferences be rated?
7. Sampling design specification - What is the total population? What sample size is
necessary for this population? What sampling method to use?- examples: Probablity
Sampling:- (cluster sampling, stratified sampling, simple random sampling, multistage
sampling, systematic sampling) & Nonprobability sampling:- (Convenience
Sampling,Judgement Sampling, Purposive Sampling, Quota Sampling, Snowball
Sampling, etc.)
8. Data collection - Use mail, telephone, internet, mall intercepts
9. Codification and re-specification - Make adjustments to the raw data so it is compatible
with statistical techniques and with the objectives of the research - examples: assigning
numbers, consistency checks, substitutions, deletions, weighting, dummy variables, scale
transformations, scale standardization
10. Statistical analysis - Perform various descriptive and inferential techniques (see below) on

28
 the raw data. Make inferences from the sample to the whole population. Test the results
for statistical significance.
11. Interpret and integrate findings - What do the results mean? What conclusions can be
drawn? How do these findings relate to similar research?
12. Write the research report - Report usually has headings such as: 1) executive summary;
2) objectives; 3) methodology; 4) main findings; 5) detailed charts and diagrams. Present
the report to the client in a 10 minute presentation. Be prepared for questions.n

Descriptive techniques

The descriptive techniques that are commonly used include:

• Graphical description

o use graphs to summarize data

o examples: histograms, scattergrams, bar charts, pie charts
• Tabular description
o use tables to summarize data
o examples: frequency distribution schedule, cross tabs
• Parametric description
o estimate the values of certain parameters which summarize the data
• measures of location or central tendency » arithmetic
mean
• median
• mode
• interquartile mean
• measures of statistical dispersion
• standard deviation
• range (statistics)
• interquartile range
• absolute deviation.
• measures of the shape of the distribution
• skewness
• kurtosis

29
Inferential techniques

Inferential techniques involve generalizing from a sample to the whole population. It also
involves testing a hypothesis. A hypothesis must be stated in mathematical/statistical terms that
make it possible to calculate the probability of possible samples assuming the hypothesis is
correct. Then a test statistic must be chosen that will summarize the information in the sample
that is relevant to the hypothesis. A null hypothesis is a hypothesis that is presumed true until a
hypothesis test indicates otherwise. Typically it is a statement about a parameter that is a
property of a population. The parameter is often a mean or a standard deviation.

Not unusually, such a hypothesis states that the parameters, or mathematical characteristics, of
two or more populations are identical. For example, if we want to compare the test scores of two
random samples of men and women, the null hypothesis would be that the mean score in the
male population from which the first sample was drawn, was the same as the mean score in the
female population from which the second sample was drawn:
Ho:1 = 2
where:
HO - the null hypothesis
1 = the mean of population 1, and
2 = the mean of population 2.
The equality operator makes this a two-tailed test. The alternative hypothesis can be either
greater than or less than the null hypothesis. In a one-tailed test, the operator is an inequality,
and the alternative hypothesis has directionality:

These are sometimes called a hypothesis of significant difference because you are testing the
difference between two groups with respect to one variable.

Alternatively, the null hypothesis can postulate that the two samples are drawn from the same
population:

Ho:1 - 2 = 0

A hypothesis of association is where there is one population, but two traits being measured. It
is a test of association of two traits within one group.

30
 Nominal/ordinal level test of a single sample:
o chi-square
o Kolmogorov-Smirnov one sample test
o runs test
o binomial test Nominal/ordinal level test of two independent samples:
o chi-square
o Mann-Whitney U
o Median
o Kolmogorov-Smirnov two sample test Nominal/ordinal
level test for paired samples:
o Wilcoxon test
 McNemar test
Point to remember:

o If the sample is interval/ ratio scaled and meet some statistical assumption (e.g.
Normality), then it is eligible for Parametric test.
o If the sample is Nominal/ Ordinal scaled and/ or does not meet some statistical
assumption (e.g. Normality), then it is not eligible for Parametric test. In this
situation we have to use Non-parametric test.

We should use non-parametric test only if sample is not eligible for parametric test. Remember
that the non-parametric test is mostly used and misused technique in the world.

Reliability and validity

The distribution of the test statistic is used to calculate the probability sets of possible values
(usually an interval or union of intervals). Among all the sets of possible values, we must choose
one that we think represents the most extreme evidence against the hypothesis. That is called the
critical region of the test statistic. The probability of the test statistic falling in the critical
region when the hypothesis is correct is called the alpha value of the test. After the data is
available, the test statistic is calculated and we determine whether it is inside the critical region.
If the test statistic is inside the critical region, then our conclusion is either the hypothesis is
incorrect, or an event of probability less than or equal to alpha has occurred. If the test statistic is

31
outside the critical region, the conclusion is that there is not enough evidence to reject the
hypothesis.
The significance level of a test is the maximum probability of accidentally rejecting a true null
hypothesis (a decision known as a Type I error).For example, one may choose a significance
level of, say, 5%, and calculate a critical value of a statistic (such as the mean) so that the
probability of it exceeding that value, given the truth of the null hypothesis, would be 5%. If the
actual, calculated statistic value exceeds the critical value, then it is significant "at the 5% level".

Types of hypothesis tests

• Parametric tests of a single sample: o t test o z

test
• Parametric tests of two independent samples: o two-group t
test o z test
• Parametric tests of paired samples: o paired test

Research should be tested for reliability, generalizability, and validity. Generalizability

is the ability to make inferences from a sample to the population.

Reliability is the extent to which a measure will produce consistent results. Test-retest reliability
checks how similar the results are if the research is repeated under similar circumstances.
Stability over repeated measures is assessed with the Pearson coefficient. Alternative forms
reliability checks how similar the results are if the research is repeated using different forms.
Internal consistency reliability checks how well the individual measures included in the research
are converted into a composite measure. Internal consistency may be assessed by correlating
performance on two halves of a test (split-half reliability). The value of the Pearson product-
moment correlation coefficient is adjusted with the Spearman-Brown prediction formula to
correspond to the correlation between two full-length tests. A commonly used measure is
Cronbach's a, which is equivalent to the mean of all possible split-half coefficients. Reliability
may be improved by increasing the sample size.

Validity asks whether the research measured what it intended to. Content validation (also called
face validity) checks how well the content of the research are related to the variables to be
studied. Are the research questions representative of the variables being researched. It is a

32
demonstration that the items of a test are drawn from the domain being measured. Criterion
validation checks how meaningful the research criteria are relative to other possible criteria.
When the criterion is collected later the goal is to establish predictive validity. Construct
validation checks what underlying construct is being measured. There are three variants of
construct validity. They are convergent validity (how well the research relates to other measures
of the same construct), discriminant validity (how poorly the research relates to measures of
opposing constructs), and nomological validity (how well the research relates to other variables
as required by theory).
Internal validation, used primarily in experimental research designs, checks the relation between
the dependent and independent variables. Did the experimental manipulation of the independent
variable actually cause the observed results? External validation checks whether the experimental
results can be generalized.

Validity implies reliability : a valid measure must be reliable. But reliability does not necessarily
imply validity :a reliable measure need not be valid.

Types of errors Rando

sampling errors:
• sample too small
• sample not representative
• inappropriate sampling method used
• random errors

Research design errors:

• bias introduced
• measurement error
• data analysis error
• sampling frame error
• population definition error
• scaling error

33
 • question construction error

Interviewer errors:

• recording errors
• cheating errors
• questioning errors
• respondent selection error

Respondent errors:

• non-response error
• inability error
• falsification error

Hypothesis errors:

• type I error (also called alpha error)

o the study results lead to the rejection of the null hypothesis even though it is
actually true
• type II error (also called beta error)
o the study results lead to the acceptance (non-rejection) of the null hypothesis
even though it is actually false

Experimental research designs are used for the controlled testing of causal
processes. The general procedure is one or more independent variables are manipulated to
determine their effect on a dependent variable. These designs can be used where: 1) There is
time priority in a causal relationship (cause precedes effect), 2) There is consistency in a
causal relationship (a cause will always lead to the same effect), and 3) The magnitude of
the correlation is great. The most common applications of these designs in marketing
research and experimental economics are test markets and purchase labs. The techniques are
commonly used in other social sciences including sociology and psychology.

34
Controls

One of the most important requirements of experimental research designs is the necessity of
eliminating the effects of spurious, intervening, and antecedent variables. In the most basic
model, cause (X) leads to effect (Y). But there could be a third variable (Z) that influences
(Y), and X might not be the true cause at all. Z is said to be a spurious variable and must be
controlled for. The same is true for intervening variables (a variable in between the supposed
cause (X) and the effect (Y)), and anteceding variables (a variable prior to the supposed cause
(X) that is the true cause). When a third variable is involved and has not been controlled for, the
relation is said to be a [zero order] relationship. In most practical applications of experimental
research designs there are several causes (X1,X2,X3). In most designs only one of these causes
is manipulated at a time.

Purchase laboratory

A true experimental design requires an artificial environment so as to control for all spurious,
intervening, and antecedent variables. A purchase laboratory approaches this ideal.
Participants are given money, script, or credit to purchase products in a simulated store.
Researchers modify one variable at a time (for example; price, packaging, shelf location, size, or
competitors' offerings) and determine what effect that has on sales volume. Internet-based
purchase labs (called virtual purchase labs) are becoming more common.

Simplified versions of the purchase laboratory are often used for pragmatic reasons. An example
of this would be to use tachistoscopes for testing packaging and shelf location.

Test markets

Quasi-experimental designs control some, but not all, of the extraneous factors. A test market
is an example of this. A new product is typically introduced in a select number of cities. These
cities must be representative of the overall national (or international) population. They should
also be relatively unpolluted by outside influences (for example : media from other cities). The
marketer has some control over the marketing mix variables, but almost no control over the

35
broader business environment variables.

Competitors could change their prices during the test. Government could change the level of
taxes. New competing products could be introduced. An advertising campaign could be "initiated
by competitors. Any of these spurious variables could contaminate the test market.

Experimental research designs

In an attempt to control for extraneous factors, several experimental research designs have been
developed, including:

• Classical pretest-post test - The total population of participants is randomly divided into
two samples; the control sample, and the experimental sample. Only the experimental
sample is exposed to the manipulated variable. The researcher compares the pretest
results with the post test results for both samples. Any divergence between the two
samples is assumed to be a result of the experiment.
• Solomon four group design - The population is randomly divided into four samples.
Two of the groups are experimental samples. Two groups experience no experimental
manipulation of variables. Two groups receive a pretest and a post test. Two groups
receive only a post test. This is an improvement over the classical design because it
controls for the effect of the pretest.
• Factorial design - this is similar to a classical design except additional samples are
used. Each group is exposed to a different experimental manipulation.
About water;

Water - the Beverage your Body Needs Most:

When we were kids in school, we learned that each molecule of water is made up of
two hydrogen atoms and one oxygen atom. We also learned that it was great fun to fill up our
squirt guns with water, at least until the principal caught us. What we really didn't learn,
however, was how much water we needed in order to be healthy human beings.

Water's Role in the Body:

Water helps nearly every part of the human body function efficiently. Considering that
our bodies are almost two-thirds water, it is important to understand water's role in healthy

36
lifestyles. The following are just some of the things water does in the body:

• Brain is 75% water / Moderate dehydration can cause headaches and

dizziness
• Water is required for breathing
• Regulates body temperature
• Carries nutrients and oxygen to all cells in the body
• Blood is 92% water
• Moistens oxygen for breathing
• Protects and cushions vital organs
• Helps to convert food into energy
• Helps body absorb nutrients
• Removes waste
• Bones are 22% water
• Muscles are 75% water
• Cushions joints

Why We Need to Drink Water:

Our bodies are estimated to be about 60 to 70% water. Blood is mostly water, and
our muscles, lungs, and brain all contain a lot of water. We need to drink water because
water is needed to regulate body temperature and to provide the means for nutrients to travel to
all our organs. Water also transports oxygen to our cells, removes waste, and protects our joints
and organs.

Signs of Dehydration:
We lose water through urination, respiration, and by sweating. If you are very active, you
lose more water than if you are sedentary. Diuretics such as caffeine and alcohol result in the need to
drink more water because they trick our bodies into thinking we have more water than we need.
Symptoms of mild dehydration include chronic pains in joints and muscles,lower back pain,
headaches, and constipation. A strong odor to your urine, along with a yellow or amber colour
indicates that you are not getting enough water.

37
Do's&Dont's:

Tip#l: Drink plenty...

Our body needs a lot of water, so indulge to your heart's content! H2O is not just a way to
flush out toxins, but if you have more fluid in your body, you will generally feel healthier and fitter.
This in itself will discourage any tendency to gorge, with the added benefit of no extra calories at all.

As soon as you wake up in the morning, gulp down a glass of cool water. It's a
wonderful way to start your day and you need a smaller quantity of your breakfast drink after
that.

A glass of water lets out all your digestive juices and sort of lubricates the insides of your
body. You may have your morning cup of tea or coffee, but have it after a glass of water. It's good
for you!

Tip #2: Drink Warm or Room Temperature Water:

You wouldn't water your plants with freezing cold water or put icy water into your pet's
water bowl, would you? In Traditional Chinese Medicine, cold drinks disrupt the proper flow
of energy in the body and "shock" the body. Stick to warm or room temperature fluids.

Tip #3: Avoid drinking at night:

People who don't make the time to drink fluids during the day sometimes try to make up for it in
the evening, but this may result in waking up during the night to urinate and unrefreshing
sleep. Avoid drinking at least two hours before bedtime.

Tip#4: Start a meal with water . . .To avoid overeating:

Drink a glass before you start the meal. Water naturally needs some space so that you feel
fuller without actually having to stuff yourself. Have another glass while you are eating the
meal. Again, this is another way of making yourself full so that you can rise from the table eating
less, but feeling full just the same.

38
39
 CHAPTER -III

COMPANYPROFILE

40
Company Profile:

Bisleri was originally an Italian Company created by Signer Felice Bisleri who first brought
the idea of selling bottled water in India. Bisleri then was introduced in Mumbai in glass
bottles in two varieties - bubbly & still in 1965. Parle bought over Bisleri (India) Ltd. in
1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'.
Later Parle switched over to PVC non-returnable bottles & finally advanced to PET
containers. Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations. In 2003
Bisleri announced it's venture to Europe.

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in
two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This
company was started by Signer Felice Bisleri who first brought the idea of selling bottled
water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass
bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations
substantially and the turn over has multiplied more than 20 times over a period of 10 years and
the average growth rate has been around 40% over this period.

Presently we have 8 plants & 11 franchisees all over India. We have our presence covering the
entire span of India. In our future ventures we look to put up four more plants in 06-07. We
command a 60% market share of the organized market. Overwhelming popularity of 'Bisleri'
& the fact that we pioneered bottled water in India, has made us synonymous to Mineral water
& a household name. When you think of bottled water, you think Bisleri.

We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit
the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml, 1L,
1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.

Till date the Indian consumer has been offered Bisleri water, however in our effort to bring
to you something refreshingly new, we have introduced Bisleri Natural Mountain Water -

41
water brought to you from the foothills of the mountains situated in Himachal Pradesh. Hence
our product range now comprises of two variants : Bisleri with added minerals & Bisleri
Mountain Water.

It is our commitment to offer every Indian pure & clean drinking water. Bisleri Water is put
through multiple stages of purification, ozonised & finally packed for consumption. .
Rigorous R&D & stringent quality controls has made us a market leader in the bottled
water segment. Strict hygiene conditions are maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases performs & caps
only from approved vendors. We produce ur own bottles in-house. We have recently
procured the latest world class state of the art machineries that puts us at par with
International standards.
This has not only helped us improve packaging quality but has also reduced raw material
wastage & doubled production capacity.

You can be rest assured that you are drinking safe & pure water when you consume Bisleri.
Bisleri is free of impurities & 100% safe. Enjoy the Sweet taste of Purity !

Vision:
We are in the Business to serve the customer.
He is the most important person.
He is the only person who pays.
He deserves the best quality and
presentation at an affordable price.
We must have world class quality,
at the lowest production cost,
and the lowest distribution cost.
This will make us an unbeatable leader,
and will have satisfied loyal customers.

42
The journey till now

1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in
glass bottles then.

Early-1980s: Shifts to PVC bottles. Sales surge

Mid-1980s: Switches to PET bottles, which meant more transparency and life for water.

1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs
400 crore.
1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. 1998; Introduces a
tamper-proof and tamper-evident seal.

2005: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre.

2010 BIS cancels Bisleri's licence of a water bottling in Delhi since some of the bottles did
not carry ISI label; the licence is restored one-and-a-half months later.

2018: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show
Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent.

2019: Bisleri says it plans to venture out into Europe and America to sell bottled water

Purification process:

The Water treatment Process CHLORINATIQN :

Kills micro organisms. Remove organic matter. ARKAL FILTER :
Removes suspended matter and turbidity. CARBON FILTER:
Removes residual chlorine & odours REVERSE
OSMOSIS :
Removes organic material. Controls total dissolved solids in the water. ADDITION OF

MINERALS :
For the purpose of maintaining a balanced mineral content.

43
MICRON FILTRATION:
Additional safety measures to guarantee purity. OZONATION :
Ensures water remains bacteria free for longer life.
Packaging process

The Filling, Capping & Labelling Process:

The most important feature of our line

is that the bottles are untouched by hand right through the rinsing, filling, capping &
labeling operations. The RFC is a monoblock unit & it is a neck run machine, which means
that the bottle is held by the neck while being rinsed, filled & capped. Bottles are fed by an
air conveyor from the blowing unit directly into the in feed of the RFC where they are firmly
gripped and gently inverted & then internally sprayed with ozonated water at 2 Bar
pressure. After draining, the bottles are re-inverted and transferred to the filler. They are
gradually lifted to the filling vales which open when a bottle is present and filling is by
gravity. The bottle is then transferred to the capper where ozonated water rinsed caps
are screwed on the bottle with uniform torque.

Since our water is ozonated all product contact parts are of 316L grade of stainless steel
and the rubber parts are of EPDM. All components are water lubricated above the table top.

The bottles are labeled on a hot melt reel feed BOPP labeling machine.
Individual bottles are spaced out and fed to the labeling station where precisely cut labels
with a strip of hot melt glue at the leading & trailing edge roll around the bottle. The
label is fed into the machine in a room.

From here on the bottles go through an online check by qualified personnel who
inspect each bottle for any leaks or breakages. They are then packed into sturdy cartons which
are dispatched to the market by our fleet of trucks.
Product range:

The house of Bisleri brings to its customers the finest waters in the form of

44
Bisleri with Added Minerals :

Which has a TDS ( total dissolved Solids ) of approximately 100 & contains
minerals such as magnesium sulphate & potassium bicarbonate. This water is put through
multiple stages of purification which ensures the elimination of all forms of bacteria &
renders water completely safe to consume. The minerals added are extremely essential
for an individual's health, they not only maintain the pH balance of the body but also
helps keeping healthy & energetic at all times.

Available in sizes : 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L, 5L & 20L

BISLERI INTERNATIONAL PVT. LTD.

Regd. Office :
Western Express Highway, Andheri (E), Mumbai - 400
099. Tel.: 022 - 6695 3030/6695 3031.

Our Units

45
 Ahmedabad [email protected] 2510357
M/s.Saral Beverages Pvt. Ltd., Fax : 721 2675377 E-mail :
Hubli
406/B, Silver Oaks Comm. [email protected]
BTM Beverages
Complex,
Pvt.Ltd. N-4, 1st Gate, Bangalore
Opp. Arun Society, Paldi,
Indl.Estate, Gokul Bisleri International Pvt. Ltd.
Ahmedabad - 380 007
Road, Hubli 580 030 29/33, Udayagiri Village,
Tel.: 079 -
(Karnataka) Devanahalli Taluk,
26588065/26584555
Tel.: 0836 2334769 / 2334789 Bangalore - 562 110
Fax: 079 - 26588054 E-
Fax : 0836 2236590 E-mail : [email protected]
mail: [email protected]

Kolkatta Goa
Aurangabad
M/s.Orient Beverages Bisleri International Pvt. ltd
Badal Baharr Mineral
Ltd., L-72, Verna Electronic City, Verna, Salcette,
Water Co.P.Ltd.
"Aelpe Court", 3rd Floor, Goa - 403 722.
Off. Plot No.77, Opp.
225C, AJ.C. Bose Road, Tel.: 0832-2783351
Vardhman Residency,
Kolkatta 700 020. 2887350 E-mail :
Near'RiddhiSiddhi Hall,
Tel: 30527001/2/3 [email protected]
Ulka Nagari, Aurangabad
Fax : 033 - 30522001
Tel.: 02402343121
E-mail Hyderabad
Fax : 0240 2556366
Orientbeverages@red M/s.Dasari Springs, Flat No.3, Vishnu

Dhar iffmail.com Plaza, Near Satyam Theatre,

Amravati Ameerpet,
M/s.Gautam Breweries (P)
Shramshrl Instruments Hyderabad - 500 016 Tel: 040- 55756668
Ltd.,
Village - Lebad, P.Ltd. Saturna,
Ludhiana
District Dhar (M.P.) Badnera Road,
M/s.Asianlak Health Foods Ltd.,
Tel: 07292 - Amravati (M.S.)
V.P.O. Jandiali, Chandigarh Road,
277640/277430 INDIA
Near Kohara,
Fax -0731 - 4009771 Pin : 444 605
Ludhiana - 141 112.
E-mail : Tel.: 721-2511163 /

46
Tel.: 0161-2843 215 / Kirti Nagar, Fax:0361 2635637
274 / 652 New Delhi 110 015. E-mail : [email protected]
E-mail: Tel: 011-25107300,
Jaipur
bisleri@satyam,net.in 25107301,
Bisleri International Pvt. Ltd E-12/A, Road
Fax: Oil -
No.l,
25451504 E-mail :
Assam V.K.I Area,
[email protected]
Sureka Projects (P) Ltd Jaipur - 302 013
Silasendurighopa, Guwahati E-mail@[email protected]
Amingoan, M/s.Sureka Projects
Patna
Kamarup, Pvt. Ltd. Anuj
M/s. Pure & Sure, S B Industries
Assam - 781 031. Bhawan, Bilpar, A.K.
126, 'B' Block, Ground floor,
Azad
Delhi Jai Mathewari Apts, Patliputra
Road,
M/s.Adhya Himalayan Colony,
Sarab Bhattl, Guwahati
Waters, WZ-8/1, Patna - 800 001. Tel: 0612-
- 781 008.
Industrial Area, 3093900 / 09334731900
Tel:0361 - 2635637
Fax : 0612 2210989 - 990 E-mail :

47
48
49
 CHAPTER -IV

DATA ANALYSIS &

INTERPREATION

50
 TABLE - 1

Do you know about the bisleri?

Yes 100%

No 0

Interpretation :

It is very clear by the above graph that everyone are aware of Bisleri Mineral Water.

51
TABLE-2

 Usage of Bisleri

Yes 60%

No 40%

Interpretation:

For the above question I found that 60% of the consumers uses Bisleri mineral water.

52
TABLE -3

 Costomer preferens, if you want to buy a mineral water ?

Aquafina 17%
Kinley 31%
Bisleri 27%
Oxyrich 19%
Others 6%

Interpretation:

By the above graph we can say that 31% of the consumers use Kinley,where as 27% of the use Bisleri.

53
TABLE-4

 What changes do you want in bisleri packing?

Colour 60%
Style 22%
Model 18%
Others 10%

Interpretation ;

Looking at the above graph we can say that 60% of the consumers wants colour change ,27% of the
consumer wants new style and 18 % of the consumers wants Model Change.

54
TABLE-5

 To increase the sales of bisleri what steps should be taken?

Improve Quality 32%

Change Packaging 34%
Reduce Price 10%
Advertisement 4%
Others 20%

Interpretation ;

For the above query I found 34 % of the consumers wants change in packing and 32 % of the consumers
wants improvement in quality.

55
TABLE-6

* Which is the fast moving brand comparing all brands?

Aquafina 17%
Bisleri 30%
Kinley 31%
Oxyrich 22%

Interpretation ;

By the above scenario we can say that 30% of the consumers agree that bisleri is the fast moving brand and
31% of them agree that Kinley is the fast moving Mineral water.

56
TABLE-7

Who are the competitors of the bisleri ?

Aquafina 10%
Kinley 45%
Others 22%
Oxyrich 23%

Interpretation ;

By the above graph we can say that Kinley is the main competitor of Bisleri as 45 % of the consumers
agree with this.

57
TABLE-8

 Which brand packing do you like?

Aquafina 20%
Kinley 35%
Bisleri 22%
Oxyrich 23%
‘

Interpretation ;

By the above graph we can say that 35% of the consumers like Kinley and 22% consumers like bisleri.

58
TABLE-9

 Why the most of customers prefer bisleri?

It's pure 55%

It's safe 25%

It's tasty 20%

All the above 5%

Interpretation ;

By the above graph we can say that 55 % of the consumers says it’s pure , 25% it’s Safe and 20% it’s
tasty.

59
TABLE-10

 Which is the company first came into existence?

Aquafina 15%
Kinley 35%
Bisleri 30%
Oxyrich 20%

Interpretation ;

By the above graph we can say that Kinley is the first came into existance.

60
 FINDINGS &
CONCLUSIONS

61
Findings :

The study reveals the following things :

 Most of the Respondents are fimilar with Bisleri Brand.

 Bisleri ranks next to Kinley in terms of packing and fast moving Mineral water
 Most of the respondents wants change in colour
 Most of the respondents wants change in packing.
 Most of the respondents wants improve in quality
 Most of the respondents prefer bisleri because its pure,safe and tasty.
Kinley is the main competitor.

62
Suggestions :

It is adviced to modify product in an attractive way as many of the respondents give utmost importance to
packaging.

It is better to develop sales promotion programme to sustain competition.

Quality should not be neglected while developing a new product. Create a trade off between price and quality.
Itisimportant of thecostomerssatisefection,everychangesnear willbe explamneshaniscostomerssatisfaction.

Quantity also thecostomer byeeasy packsmakingobservation.

63
 CHAPTER -VI

BIBLIOGRAPHY

64
Books:

Marketing Management : Philips Kotlar

Marketing Management : Raj an Saxena
Marketing Research : G.C.Beri

Websites :

www.bisleri.com

65
 QUESTIONNAIRE

NAME:

CELL:

 Do you know about the bisleri?

Yes No

Are youusing bisleri?

Yes No

 Which brand do you prefer, if you want to buy a mineral water ?

Aquafina Kinely Bisleri Oxyrich

 Which brand packing do you like?

Aquafina Kinely Bisleri Oxyrich

 What changes do you want in bisleri?

Colour Style Mode Other

66
 To increase the sales of bisleri what steps should be taken?

Imprved quality Chanage Packing

Reduced price Advertisemnet

• Which is the fast moving brand comparing all brands?

Aquafina Kinely Bisleri Oxyrich

 Why the most of customers prefer bisleri?

It's pure It's safe It's tasty All the three

 Who are the competitors of the bisleri?

Aquafina Kinely Oxyrich Others

 Which is the company first came into existence?

Aquafina Kinely Bisleri Oxyrich

67