To study the customer perception level of the different

Water Purifier brands and Hindustan Unilever Pureit Brand at western Delhi.

TABLE OF CONTENTS
PAGE NO
Acknowledgement

Executive summary

Objectives

1) Introduction

-Water Purifier brands in India

-Types of Water Purifier
-Different segments of Water Purifier
2) Company Profile-Hindustan Unilever Ltd

13

3) About Pure it

16

4) Selling and Distribution of Pure-it

23

5) Features and benefit analysis of different brands

25

-Cost benefit analysis of Pure-it

6) Research Methodology

40

7) Opportunity for pure it in retail channel

Conclusion

44

8)

46

9) Limitations of the study

48

10) Data analysis and Interpretations

49

11) Questionnaire

60

12) Rfrences

63

ACKNOWLEDGEMENT
As any one who has written a project work, or research work, it
is quite impossible to acknowledge by name every individual
who has played some part in this work. I feel it difficult to
express in words my profound sense of gratitude to most
respected persons who helped me to make this work possible.
I would like to thank Mr. Gurpreet Kaur Chhabra and team of
Hindustan Unilever Ltd, for their support and encouragement.
Finally I would like to thank all my friends whose wholehearted
support has given me the inspiration and dedication to complete
this work.

Executive summary
Our body cannot do without water hence clean water is vital in
keeping human life healthy. Home filtration is necessary
because regardless of municipal water treatment, some level of
bacteria, chemicals or drugs still remains in our water supply. If
we are looking for pure, clean, healthy drinking water, the best
option is to purchase water purifiers. The purifying techniques
used by different companies, that which will help you to
understand weather any of the available options provide your
family 100% pure and healthy water. Hindustan Unilever Ltd
comes with many unique benefits complete protection from all
water-borne diseases, great convenience, and unmatched
affordability.
In todays scenario of westernized culture where all the
members of family are working they dont have time like
ancient times to sit and boil the water , as the lifestyles demands
the fast modes and provide the best for the health of the family
members . At the same time the credit has to been given that
people being more educated today can easily understand the
benefits of such technologically developed product , however
the need is to make them aware how pure-it scores over other
such water purifiers. As a part of my project this is what I have
tried to analyzed and give my suggestion for further
development for the improved sale of pure-it.
4

OBJECTIVES
To study the different segments in water purifiers
brands present in the market.
To know the various market leaders in each segment
of all water purifiers.
To understand the advantages of pure-it Brand
over other brands in the market.
To find the benefits and opportunities for pure-it
in Retailing.
To compare the costs benefits of key competitors
v/s pure-it in the market. .

INTRODUCTION TO THE PROJECT

To study the customer perception level of the different
Water Purifier brands and Hindustan Unilever Pure-it
Brand in western Delhi.

The Water Purifier Market in India

In the age of globalization, most of Indian Companies have
tapped the Indian market. Most of Indian Companies as well as
outside companies have tremendous potential in water purifier
market. The reason behind is that most of diseases are occurred
due to the contamination of water.
Approximately 80% of diseases in India are caused by
water borne micro organisms.. Talking about the rural people,
they are not very health conscious people. Awareness of health
risks linked to unsafe water is still very low. The few who treat
water resort to boiling or use domestic candle filters. In
comparison, the urban Indian is definitely more health conscious
and understands the necessity of purifying water before it is fit
for consumption. Even so, it is estimated that roughly 7% of
urban Indians use non manual water purifiers.

This is the major reason of many Indian as well as outside

companies who have entered in the area of water purifier market
in order to provide good products of water purifier. Though
quite a few city dwellers still boil water, many are switching
over to modern domestic water purifiers. Electrical or chemical
based home water purification systems are most suitable for
urban households because they require little or no manual
operation and depending on the technology can eliminate
biological contaminants, chemical toxins and excessive salts.
Around 80% of urban dwellers do not purify tap water. Many of
them are from the lower income strata and cannot afford UV or
reverse osmosis water purification systems. They are the
potential buyers of economical but effective chemical purifiers.
At last as many of Indian are very health conscious and if they
want to protect from the harmful diseases which are caused by
contamination of water so they are fond of using water purifiers
brands.

Types of water purifier-

(1)

Storage Type Water Purifier-

In the storage type water purifiers a large quantity of

water is stored at a time and used later when required.
This type of storage is very helpful in places facing
water shortage.
(2)

Direct Flow Type Water Purifier-

This type of water purifier can be used at a place where

theres whole day water supply and very common in
households. In this type of water purifier, the purifier is
directly connected to the tap and you are saved from the
hassles of water storage.

Different Segments of Water Purification

UV purification
Reverse Osmosis
Activated carbon filtering
Candle Filters
Lon exchange

Domestic water purifiers available in India use chemicals,

activated carbon filtration, UV purification, reverse osmosis or a
combination of technologies. The quality of water differs from
source to source and it is advisable to select a purification
system that is best equipped to eliminate the impurities present
in the water where you live.

10

I.

UV (ultra violet purification)

UV water purifiers

generally used by Indian family as water purifier.

Most UV purifiers are based on a combination of ultra
violet purification and filtration. These purification
systems use a lamp to simulate the suns ultra violet rays
and emit the same in measured degrees. This method does
not remove minerals from water nor does it reduce TDS
levels. Hence UV water purifiers are best used where TDS
levels are below 500 mg/litre and the water tastes normal.
Ultra violet purification ensures germ free water.

II.

RO (Reverse osmosis)- RO based purifier used where

TDS level is high it is completely mineral deficient and
unsuitable for drinking. eliminates 100% of micro
organisms such as viruses and bacteria and up to 99.8% of
solid suspension including salt if the membrane is a high
quality one. Mechanical pressure is used to direct water to
flow through a semi permeable membrane that traps all
solids of or larger than .0009 microns. Reverse osmosis
thus not only frees water of impurities but also desalinates
it. reverse osmosis water purifiers are most suitable for
water that is sourced from deep tube wells, hard and saline
water with TDS levels above 500 mg/litre and chemically
contaminated water.
11

III.

Activated carbon purifier- Activated carbon purifier is

very common in a number of home water treatment
systems. It can be used as a standalone filter to reduce or
eliminate bad tastes and odors, chlorine, and many organic
contaminants in municipal water supplies to produce a
significantly improved drinking water. ACP is used to
remove contaminants such as dissolved organics, color,
taste and odor. 0.5 micron carbon block filters are
commonly used to remove cysts such as Guardia and
cryptosporidium. Activated carbon purifier requires very
little maintenance.

12

IV.

Candles water purifier-Candles are multilayer micro

porous that ensures absolute clean drinking water. They
are useful in water purification system which works on
earths gravitational force. low price depend on material
(plastic, porcelain or stainless steel) and easy of using.
Candle filters were slow, producing 15 liters (one candle)
to 45 liters (3 candles).

V.

Ion exchange purifier- It helped prevent iodine

deficiency diseases and permitted purifier water to be
stored up to eight hours without fear of recontamination.
Every year needs to replace the halogenated resin at a cost
of Rs 200 iodine deficiency diseases and permitted.

13

COMPANY PROFILE
Earlier known as Hindustan Lever Limited Was formed in 1933
as Lever Brothers India Limited. 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. They endow the company with a scale
of combined volumes of about 4 million tones and sales of
Rs.15,000 crores. HUL is also one of the country's largest
exporters; it has been recognized as a Golden Super Star Trading
House by the Government of India. The mission that inspires
HUL's over 15,000 employees, including over 1,300 managers,
is to "add vitality to life." HUL meets everyday needs for
nutrition, hygiene, and personal care with brands that help
people feel good, look good and get more out of life. It is a
mission HUL shares with its parent company, Unilever, which
holds 51.55% of the equity. The rest of the shareholding is
distributed among 380,000 individual shareholders and financial
institutions.

14

Brands offered By HUL

Lifebuoy,
Lux,
Surf Excel,
Rin,
Wheel,
Fair & Lovely,
Pond's,
Sunsilk,
Clinic,
Pepsodent,
Close-up,
Lakme,
Brooke Bond,
Kissan,
Knorr-Annapurna,
Kwality Wall's
Pure-it
15

These all brands are household names across the country

and span many categories

Distribution Network of HUL

The HUL brands are manufactured over 40 factories across
India. The operations involve over 2,000 suppliers and
associates.
HUL's

distribution

network

comprising

about

4,000

redistribution stockists, covering 6.3 million retail outlets

reaching the entire urban population, and about 250 million rural
consumers.
HUL mainly divided in three Units.

HUL
HOME &
PERSONAL
CARE

FOOD

WATER

Channel Design
Hindustan lever has three types of channel Traditional retail channel.
Direct selling channel Hindustan Unilever Network.

16

 Modern Trade (direct retail chain like food bazaar, More

etc).

ABOUT Pure-it
HINDUSTAN LEVER PURE-IT
Leading FMCG Company Hindustan Unilever Ltd (HUL) has
launched Pure-it water purifier, targeted at the need of safe
drinking water in the country. Pure-it, a breakthrough offering
of Hindustan Unilever (HUL), comes with many unique benefits

Benefits of Pure-it
There are various benefits of Pure it water purifier, these are

The

complete protection from all water-borne diseases,

unmatched convenience and affordability.

Pure its unique Germkill Battery technology kills all

harmful viruses and bacteria and removes parasites and
pesticide impurities, giving you water that is as safe as
boiled.

It

assures your family 100% protection from water-borne

diseases like jaundice, diarrhea, typhoid and cholera.

17

Whats more, it doesnt need gas, electricity or continuous

tap water supply.

Pure it not only renders water micro-biologically safe, but

also makes the water clear, odorless and good-tasting.

Pureit

meets the stringent germ-kill criteria of the

Environmental Protection Agency (EPA), the toughest

regulatory agency in the USA.

The performance of Pureit has also been tested by leading

scientific and medical institutions in India and abroad.
''The cost will come out to be around 16-20 paisa per liter
only.

The

idea is to make cost of safe drinking water per liter

more affordable. India as an economy has been growing

and the middle class will be a big market in the coming
days and this will provide a multiplicity of opportunities

18

Unique features of Pure-it Complete protection from all water born Diseases
Jaundice, Diarrhea, Typhoid and Cholera.

Viruses, Bacteria and Pesticide

Unique Germkill Battery Technology

Certified by E.P.A(Environmental Protection Agency the
toughest regulatory agency in the USA)
Great quality and capacity
Great taste water
18 ltd water capacity
Great Convenience
19

 No gas
No electricity
No continuous Tap water
No water hassles
Unmatched Affordability
Price of Pure it Purifier : Rs. 2000/-

Stages of purification

20

Pure it purifies your drinking water in four stages1. Unique microfiber mesh
2. Unique compact carbon trap
3. Unique germ kill processor
4. Unique polisher
In first stage the removal of visible dirt, followed by the removal
of harmful parasites and pesticide impurities. Then, the harmful
viruses and bacteria are killed and finally the water is rendered
clear, odorless and great tasting by removing remaining
impurities.

21

Advance Battery life indicator

It has a unique germ kill battery kit which can safely dispense
1500 liters of water. There is a small window which shows the
status of the battery and when it turns red, the user has to get it
replaced.

The term battery here is not to be confused with electrical

appliances. It is merely a term that is all. The product is
available in 2 colors, Deep maroon and a mixture of white/blue.
The cost of the Pure it filters is about 2000 rupees Includes one
complete Germ kill battery worth Rs. 350.

22

Pure-it 1 Crore Safety Challenge

Hindustan lever Pure it challenge to his consumer find an in

home water purifier with the 3 safety features of Pureit and win
1 crore.
1. Meets the tough germ kill criteria of USA(EPA)
2. Advanced auto switch off
3. Needs no electricity, no running water.
Pure it proudly offers all these features like Germkill criteria of
USA

Environmental protection agency ranked among the

highest in the world .Advance auto switch off that insures you
never drink unsafe water and the most important thing is that no
need to any electricity no gas no running water it provides as
safe as boiled water all time.

23

Feature Comparisons
Compared with other water purifier pure-it is by far the best
option, in term of water safety and affordability.
Key features

Pureit

Kills/Removes harmful Viruses

Kills/Removes harmful Bacteria
Kills/Removes harmful Parasites
(causes amoebiasis, diarrhoea, etc)

Boiling
process

Leading UV Candle filter

purifier

Need to boil
for 30-40
min

End-of-life indicator
Advanced Auto Switch-off
Great taste
Improves clarity
Removes odour
Doesn't need expensive gas
Doesn't need electricity
Doesn't need continuous tap water
Doesnt need plumbing
Doesn't need an expensive
maintenance contract
Low initial cost
Low on-going cost

Selling and Distribution of Pure-it

24

 HUL entered the direct-selling market in 1999 through

Aviance and launched HLN in 2003. It based on M L M
approach ( Multi Level Marketing ). Now more than 250
products under HUN.
Hindustan Unilever Network currently sells brands

AYUSH SPA RANGE

PURE-IT
LEVER HOME
DEMIN XCLUSIVE

HUL offer to his consumer free home demonstration of

Pure-it. A trained Pure-it Water Expert will visit your home
and give you a detailed demonstration of how Pure-it
works.

Distribution Channels of Selling

25

Cold calls(direct door to door)

Kiosk ( Demo stall in street)
Doctors (Protecting Lives)
Media and advertisement
RMS (referral management system)
PWC (Pure it Water Consultant)
NGO
Company connects to SWZ (safe water zone) all
major area in the city.

Features and Benefit Analysis of Different

Water Purifier Brands

26

Different Brands for the Different Segment of Water Purifier

are listed below Segments of water purifier1)

UV( ultraviolet)

2)

RO( Reverse Osmosis)

3)

Activated carbon purifier

4)
5)

Candles water purifier

Lon exchange

UV (ultraviolet) - There is so many brands in UV water

purifier some major brands are- .
1) Eureka Forbes
2) Philips
3) Kent
4) Kenstar
5) Usha Brita
RO(Reverse Osmosis)
1) Eureka Forbes
2) Kent
3) Whirlpool
Activated carbon filtering1) HUL Pure it
27

2) Eureka Forbes Aqua sure

3) Kent Gold
4) Aqua pure
Candle Filters1) Bajaj Aqualife Water Filter
2) Domit-2S (Rajaniklal Ceramic Private Limited)
It is estimated that roughly two thirds of the existing water
purification market belongs to UV water purifiers and one
third is shared between reverse osmosis purification
systems and chemical purifiers. In the UV purifier
segment, Eureka Forbes Aquaguard is the clear market
leader with approximately 68% market share. Other brands
include Philips Intelligent Water Purifier and Kents UV
purifier. The UV purifier market is estimated to be
growing at a lower rate than the chemical based segment.
Reverse osmosis purifiers, which are rather expensive and
not the preferred option in many areas, have a smaller
share of the market when compared with UV purifiers and
chemical based systems. In the reverse osmosis segment,
Eureka Forbes is again the major player with 60% share. A
major portion of the remaining 40% belongs to Kent
reverse osmosis Systems

28

Eureka Forbes
Eureka Forbes is the world's largest manufacturer of Ultraviolet
based Water Purification System. Joint venture Company in
1982 between Electrolux (Sweden) and Forbes Cambell (India).
First brand name was Aquaguard (used ultraviolet rays to kill
bacteria and viruses) Second brand name was PureSip (used
polyiodide resin to kill bacteria and viruses).
Eureka Forbes is a specialist in 5 water technologies, addressing
17 diverse water conditions. Over 71 million liters of Aquaguard
water is consumed daily.

Eureka forbes are in three category in water purifier Aquaguard Economy29

 Aquaguard classic
Aquaguard compact
Special uses Aqua guard booster
Aqua guard hi flow
Aquaguard total RO
Aquaguard total RO SMART TURBO
Total protection Aquaguard total gold nova
Aquaguard I nova

Aquaguard sense

Basic Models of Aqua Sure with Power Boil

Aquaflo DX UV
Power boil purification
Back flush facility
Buzzer indicator
SMPS stabilized voltage
Water outflow 1 ltr/min
MRP-5800/-

30

 Ivory UV
Power boil purification
Unique UV Tech purication
Buzzer indicator
Back flush
EMS-electronic monitoring system
Bottle Tray
Water outflow 2 ltr/min
MRP-6990/ CRYSTAL UV-- Power boil purification
Unique UV Tech purification
Buzzer indicator
EMS-electronic monitoring system
Pure Flush
Antidrip
Bottle Tray
MRP-Rs-7650/-

31

 Aqua sure RO+UV-- Power boil purification

5 Stage purification
Unique RO+UV Tech purification
TDS reduction 90%
Auto shut-off
Two way Tap opening
Pump timer
LCD display
Storage capacity 8 lit
MRP-Rs-16450/ SPRINGFRESH RO
Power boil purification
5 Stage purification
Unique RO Tech purification
TDS reduction 90%
Auto shut-off
Two way Tap opening
Storage capacity 8 ltd
MRP-Rs-13990/-

32

 ELEGANT RO-- Power Boil purification

5-stage purification
Unique RO Tech purification
Storage Capacity 6 lit
TDS Reduction 90%
Manual Flush valve
MRP-Rs-9990/ Aqua Sure Storage Water Purifier
Water level indicator
Two way tab to monitor flow
Unique 5 stage purification
No boiling require
No gas
No running water
Kill all bacteria and virus
MPR-Rs-1950/-

33

KENT WATER PURIFIER

Kent generally top brand of RO system .Kent product are in UV,
RO and store water purifier Kent gold.
Products are KENT ULTRA(UV) 11W high energy UV rays
3 stage advance UV filtration
Safety alarm
60 lit/hour purification capacity
Active carbon sediment filter
MRP-7,950/ KENT PRIDE MINRAL RO Mineral RO + UF + TDS Controller
Power Boil purification
Store capacity 8 lit
MRP-14,950/-

34

 KENT GRAND+ - RO +UV double purification

TDS controller
Filter change alarm
MRP-15,950/ KENT GOLD STORE WATER PUREIFIER
UF Membrane purified
Removes bacteria, as well as cysts
Long life membrane (expected to last upto 4000
liters)
Made of unbreakable ABS food-grade plastic
20 Liters storage capacity
MRP-2400/-

35

Philips Electronics India Limited launched their new Philips

Intelligent UV based Water purifiers Philips first foray into
Water Purifiers. Philips new range includes four models WP
3890, WP 3891, WP 3892 and WP3893; it also has
Rechargeable Battery Back Up to ensure that pure water is
supplied even during a power failure. It comes with easily
readable LCD display.
PHILIPS WP 3890 UV WATER PURIFIER
Advanced UV technology
Pure Protect Alert alarm
PureFlush automatically flushes and UV chamber
3 Purification Stages
Silver-Impregnated Activated Carbon Purification
PHILIPS WP 3891 UV WATER PURIFIER
Advanced UV technology
Pure Protect Alert alarm
3 Purification Stages
Silver-Impregnated Activated Carbon Purification
Audible Indications
36

 MRP-7499/ PHILIPS WP 3892 UV WATER PURIFIER

Advanced UV technology
Pure Protect Alert alarm
Smart display
Pure protect lock
LCD display
MRP-9400/-

PHILIPS WP 3893 WATER PURIFIER

Advanced UV & RO technology
Purification Stages 3
Pre-Filter Purification
Silver-Impregnated Activated Carbon Purification
Flow Rate (Liters/Minute) 1.2
Rechargeable Battery Backup
LCD Display
MRP-10995/-

37

Whirlpool RO water purifier

Purafresh Elite 6th sense Purify & Protect Technology
Dual Overflow protection
6.5 Lts water storage
Power consumption :16W max
MRP-1675/ Purafresh Deluxe
6th sense Purify & Protect Technology
Dual Overflow protection
8.5 Lts water storage
Power consumption: 15W max.
MRP-15950/ Purafresh Platinum
6th sense Purify & Protect Technology

38

 Filter change indicator

Advanced 5 Stage Purification
Push button dispensing
MRP-23950/-

USHA BRITA WATER PURIFIER

Usha Brita-Waterguard-Digital
4 Stage of purification
Ultra-Violet Purification
Digital display
ABS Plastic Body

MRP-8990/

Usha Brita-Water guard SF 620T

Storage Type purifier
3 stages of purification
Silver-Impregnated Activated Carbon Purification
No power requirement
20 Storage Capacity (Liters)
MRP-3500/-

39

ZERO B WATER PURIFIERZERO-B purifiers used a halogenated resin technology. It helped

prevent iodine deficiency diseases and permitted purifier water
to be stored up to eight hours without fear of recontamination.
Zero B-Pristine 7 Purification Stages
RO purifier
7 lit Storage Capacity
Sediment filtration 5 micron , Precarbon filter
Power Consumption (Overall) 24 Watts
MRP-12,990/ Zero B-Zero B Puriline 2L
3 Purification Stages
Silver-Impregnated Activated Carbon
Purification
No power requirement ABS
ABS Plastic body
40

 MRP-4,750/-

RESEARCH METHODOLOGY:
There are so many companies in the water purifier market, to
find the defining strategies used, the methodology used is
interview and survey method.

Data Collection Method:

For this research study, primary data as well as secondary data
was collected. Primary Data has been collected through
personal contact. For this purpose both questionnaire and oneon-one interview was considered with the consumers, shop
owners and consumer durable stores & suppliers of the
company.
Secondary data has been collected from magazines, newspaper,
company literature and websites.

41

Data analysis:
Analyzing codes to each question were awarded. Thereafter
every questionnaire was written. After which the data were
analyzed.

SAMPLING TECHNIQUE

For my survey I used Cluster Sampling technique. I selected a

sample of 50 people around the western Delhi area and
interviewed them according to the questionnaire.
I also interviewed some of the shop owner and distributors and
tried to find out what the company is doing to sustain their
customers and what new changes they are bringing in their
product to gain competitive advantage from other competitors.
RESEARCH INSTRUMENT

Research instruments, for the purpose of primary data collection

were Questionnaires
DATA ANALYSIS

For the analysis of data collected through survey work, a series

of steps were followed which are given in a chronological order
Each question of the questionnaire was assigned codes
(coding)
42

 Each questionnaire was punched into ms-excel sheet thus

forming a data base (punching)
Further the data was analyzed by using diagrams, graphs,
charts etc.
Finally, an effort was made to extract meaningful information
from analyzed data, which acted as a base for the
recommendations.

COST BENEFIT ANALYSIS

According to the findings it has been found that Pure It is more
cost beneficial as compared to the other five core competitors :
1. Eureka forbes
2. Kent
3. Philips
4. Whirlpool
5. Kenstar
As pure It has the price range of only Rs 2000 with the
best feature in this segment as compared to others.
Pure It has the biggest advantage which makes it different
from others is that it doesnt require any electricity which
saves your money and becomes more cost beneficial.
Pure It provides the 4 litres of water at the cost of only 1
Rupee which cannot be provide by any other purifier as
almost all of them require the electricity.

43

 Running water is needed to purify the water in every water

purifier but Pure It doesnt require as it will save your
money and it can provide the water anytime you need.
Company povides the free Home demonstration service so
you can save the money as you dont need to go in the
market for purchasing the purifier.
The cost of other UV and RO purifier is more than 400015000 while the cost of Pure It is much less than these
purifier.
Pure It provides the water as safe as boil water which
others doesnt provide which can save your money as you
doesnt require any gas.
RETAIL OPPORTUNITY FOR THE PURE IT:
Focus on small retailers
Company has to focus on the small retailers because company
dont have the large number of product range there is only one
product available in the market.
The margin for the retailer is very little as compared to others so
the company cannot focus on the big retailer chains like Ezone ,
Chrome,vijay sales etc.
Increase the product segment

44

Pure it has only single product in single segment so the

company can focus in different segment like UV and RO for tap
the market.
Service and support
Service is the most important part for the product. As other
competitors is also providing and it will be beneficial for the
Pure It to provide good service than others water purifier.

SWOT ANALYSIS OF PURE-IT

Strength
Price
Environment friendly
Water borne disease protection
Brand name
Germkill battery
No electricity
Test of EPAfrom the laboratory of USA
Weakness
Availabilty in market
Product awareness
Customer care service
Opportunity
Untapped rural market
More variety in product
Different segment

45

Target on samll retail shop

No prooduct range
Established value for their brand
Built immense consumer awareness
Threat
Existing Competitors
New players in the market
Difficult to reach to the people early as it has come recently

Major Finding
1. Pure it is the market leader in the carbon water purifier as
compared to Eureka forbes,Aquasure and Kent gold
purifier.
2. It has also been find that people are willing to choose the
environment friendly but people also looks in to the price
factor.

3.

From the findings it has been found that Eureka forbes is

the market leader in UV.

4. Kent has captured and beacomes the market leader in the

RO segment.

46

5. It has also been found that while purchasing the water

purifier people prefer the safety water as compar to others
factors invovled like price and durability.
6. People has the faith in the HUL brand factor.

Conclusion & Suggestion

1. Customer support service has to be increased as it will be
helpful to capture the market. I found that most of the customers dont get timely
service. In order to avoid delay in battery
replacement and solving technical problems on time,
customer care service has to be increased .
2. Promotional and Advertising activities should also be
increased to make people aware Promotional advertisement is very important. Now a
days, attracting and satisfying customers is more
difficult than producing the goods. Advertising

47

influences consumer attitudes and purchase behavior.

It is the best way to make people aware about the
benefits of pure-it water purifier.
3. Training and workshop should be twice in a month for
PWE(pure-it water expert) Training and workshop is always helpful for the
company and its employees, the lower level sales
force also needs traning programes to improve the
quality of services given to the customers.

4. Companies can increase the product range As we can see Pure-it is a single product of this
segment and this is best oppurtunity for HUL to
increse different

segment like UV,RO to tap the

market.
5. Product offer to Retail shop.
Pure-it is the product of Hindustan Unilever network
but it is not available at retail . Company can offer it
to all the retail stores to sell the product. It would be
helpful in increasing the sales.
6. Company can focus on middle class as well as slum people
Middle class and upper-lower class people are still
not using water purifier or any purification system,

48

company can focus in that area and create awerness

as well as demond of the product.
7. Company can also venture to some government agency to
use water purifier in government hospitals , and offices.

RESEARCH LIMITATIONS
a) Sometimes respondents may not answer with full
confidence and sometimes they reply without
thinking over the matter.
b) Sample size is very small.
c) It is very difficult to find out the perception level.
d) Sometimes respondents are not feeling comfortable
in giving the answers.
e) Lack of time is the critical factor.

49

DATA ANALYSIS
&
INTERPRTATION

50

The following data have been collected during the

research

period

taken

by

me

through

the

questionnaire method on 122 people in West Delhi.

Frequency Table
Table 1: Frequency and Percentage of the respondents who
have water purifier
Have a Water Purifier
Yes
No
Total

Frequency
100
22
122

Percent
81.96
18.04
100.0

Fig 5.1: Frequency and Percentage of the respondents who

have water purifier

51

INTERPRETATION
The total no. of respondents included in the research is 122.Out
of 122 respondents, 81.96%(100) of people have a water purifier
and 18.04% (22) of people do not have a water purifier.
Table 5.2: Frequency and Percentage of respondents which
company water purifier, you are using and will use
Which Company
Eureka Forbes
HUL Pure it
Kent
Philips
Whirlpool
Any Other
Total

Frequency
35
25
15
10
6
9
100

Percent
35.0
25.0
15.0
10.0
6.0
9.0
100.0

Fig 5.2: Frequency and Percentage of respondents which

company water purifier, you are using and will use

52

INTERPRETATION
Out of 100 respondents who are using a water purifier, 35% (35)
of people are using Eureka Forbes, 25% (25) use HUL, 15%
(15) use Kent, 10%(10) use Philips, 6% (6) use Whirlpool, 9%
(9) of people are using any other companys water purifier
respectively.
53

Table 5.3: Frequency and Percentage of respondents about

the quality of Battery kits of Pure it
Quality

Frequency

Percent

Good
Poor
Dont know

65
25
10

65.0
25.0
10.0

Total

100

100.0

Fig 5.3: Frequency and Percentage of respondents about

quality of battery kit of pure it

54

INTERPRETATION
The above data tells about Battery kit quality of Pure it water
purifier, that is the Pure it is working with battey kit is good or
not. Out of 100 respondents, 65 % (65) of people have given
their view that yes and 25 % (25) of people have given their
view No& rest 10% have dont know about it.

55

Pure it uses no
chemical
Yes
No
Don't Know
Total

Frequency

Percent

40
50
10
100

40.0
50.0
10.0
100.0

Table 4: Frequency and Percentage of respondents- Pure it

doesnt use chemicals.

Fig 4: Frequency and Percentage of respondents Pure it

doesnt use chemicals

56

INTERPRETATION
The above data has given that out of 100 respondent 40% (40)
of them agreed that there is no chemical use in Pure it water
purifier. 50% (50) people not agreed to the statement & rest 10%
tell dont know about it.

57

Table 5: Frequency and Percentage of respondents about

taste good, odorless and looks clear
TASTE GOOD,
ODOURLESS,
LOOKS CLEAR
Satisfied
Not satisfied
Say nothing
Total

FREQUENCY

PERCENT

75
10
15
100

75.0
10.0
15.0
100.0

Fig 5: Frequency and Percentage of respondents about taste

good, odorless and looks clear for Pure it

58

INTERPRETATION
The above data has given the frequency and percentage of
respondents about taste of water is good, odorless, looks clear in
case of Pure it . Out of 100 respondents, 75 % (75) of people
have given their view YES. the taste of water is good, odorless
and looks clear.10% (10) of people have told NO, the taste of
water is good, odorless and looks clear and 15 % (15) of people
have given their view dont know about taste of water.

59

Pure it gives water as

FREQUENCY
PERCENT
safe as boil water
Yes
67
67.0
No
23
23.0
Don't Know
10
10.0
Total
100
100.0
Table 6: Frequency and percentage of respondents about
Pure it gives water as safe as boil water.

Fig6: Frequency and Percentage of respondents about Pure

it gives water as safe as boil water.

INTERPRETATION
60

The above data has given the frequency and percentage of

respondents about Pure it gives water as safe as boil water. Out
of 100 respondents, 67% (67) of people have given their view
YES. the water is as safe as boiled water.23 % (23) of people
have told NO water is no as safe as boil water and 10 % (10) of
people have given their view dont know about taste of water.

Table 7: Frequency and Percentage of respondents about

after sales service of Pure it water purifier.
61

SERVICE AFTER
SALES
Satisfied
Not satisfied
Total

FREQUENCY
68
32
100

PERCENT
68.0
32.0
100.0

Fig7: Frequency and Percentage of respondents about after

sales service of Pure it

INTERPRETATION
The above data has given frequency and percentage of
respondents about service after sales of Pure it.64 % (64) of
people have given their view that they are satisfied with after
sales , service of Pure it and 36 % (36) of people have given
their view that after sales service of Pure it is not good.
62

What comes your

Frequency
Percent
mind first
Price
16
16.0
Health & Safety
39
39.0
Both
45
45.0
Total
100
100.0
Table 8: Frequency and Percentage of respondents about
what comes your mind first i.e. Price or Health & Safety or
Both

Fig 5.10: Frequency and percentage of respondents about

what comes your mind first i.e. Price or Health & Safety or
Both

63

INTERPRETATION
The above data has told, frequency and percentage of
respondents about what comes customers mind first i.e. Price or
Health or Both. Out of 100 respondents, 45 % (45) of
respondents have given their view that both that is price as well
as health and safety. Percentage of respondents who are only
concern about health and safety was found 39 % (39).Percentage
of respondents who are concern about only price was found 16
% (16).

64

Table 9: Cross tabulation between Different Companys

water purifier and Taste of water
COMPANY
Eureka
Forbes
Hul
kent
Philips
Whirlpool
Any Other
Total

Tastes good ,odourless ,looks clear

Yes
No
Dont
Know
45
1
4
9
9
8
4
5
80

2
1
1
2
2
9

3
0
1
1
2
11

Total
50
14
10
10
7
9
100

Fig 5.12: Cross tabulation between Company and Taste of

water

65

INTERPRETATION
1. PERCENTAGE WITHIN COMPANY
A. Eureka Forbes : Among the total 50 Eureka Forbes

users
The view of Eureka Forbes users toward taste of water is
good, odorless and looks clear was

found, Yes 90 % (45),

No- 2% (1), Dont know- 8% (4)

B. Hul : Among the total 14 Pure it (Hul) users

The view of Hul users toward taste of water is good, odorless

and looks clear was found,
Yes 64.3 % (9), No- 14.3% (2), Dont know- 21.4% (3)
C. Kent : Among the total 10 kent users

The view of Kent users toward taste of water is good, odorless

and looks clear was found,
Yes 90 % (9), No- 10% (1), Dont know- 0% (0)
D. Philips Among the total 10 Philis users
The view of Philips users toward taste of water is good, odorless
and looks clear was found,
Yes 80 % (8), No- 10% (10), Dont know- 10% (10)
F. Whirlpool: Among the total 7 Whirlpool users
The view of Whirlpool users toward taste of water is good,
odorless and looks clear was found,
Yes 51.1 % (4), No- 28.6% (2), Dont know- 14.3% (14.3)
G. Any Other: Among the total 9 any other water Purifier
users

66

The view of any other Water purifier users toward taste of water
is good, odorless and looks clear was found, Yes 55.6 % (5),
No- 22.2% (2), Dont know- 22.2% (2)
2. PERCENTAGE WITHIN TASTE OF WATER
A. Yes: Among the total 80 respondents for whom the taste of

water is good, odorless and looks clear.

The percentage of Eureka Forbes users, Hul users, kent users,
Philips users, whirlpool users was found 56.3% (45), 11.3% (9),
11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5) respectively.
B. No: Among the total 9 respondents for whom the taste of

water is not good, odorless and looks clear

The percentage of Eureka Forbes users, Hul users, kent users,
Philips users, whirlpool users was found 11.1% (1), 22.2% (2),
11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2) respectively.
C. Dont know : Among the total 11 respondents ,they dont

know the taste of water is good, odorless and looks clear

.The percentage of Eureka Forbes users, Hul users, kent
users, Philips users, whirlpool users was found 36.3% (4),
27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1), 18.2 % (2)
respectively.

Price of pore it
Satisfied
Not satisfied

Frequency
75
15
67

Percent
75.0
15.0

Don't Know
10
Total
100
Table 12: Frequency and Percentage of respondents
satisfaction on pcice of Pure it

10.0
100.0

INTERPRETATION
The above data has given, on the basis of view of the respondent
on price of the product; people satisfaction on price of the

68

product.75 % of people have given their view satisfied.15 %

of people have given their view not satisfied, .10 % of people
have given their view dont know.

MARKET POSITION OF HUL PURE IT

It can be observed that the from overall data analysis provides a
positive picture about the market position of Pure it. Out of 100
respondents 42% agreed that Pure it market position is good,
25% agreed that market position of pure it is excellent, 21%
people said that market position of pure it is average & rest 13
not satisfied with the market position.

69

FINDINGS
65% of the respondents are have a water
purifier while 35% of the respondents do not have
a water purifier.
25% of the respondents use Pure it, 35%
respondents use Eureka Forbes Aqua guard while
15% respondents use Kent, 10% Philips and other .

70

Out of 100 respondent 40% (40 )of them agreed that there is
no chemical use in Pure it water purifier.50% (50) people not
agreed to the statement & rest 10% tell dont know about it.
Out of 100 respondents 42% agreed that Pure it market
position is good, 25% agreed that market position of pure it is
excellent, 21% people said that market position of pure it is
average & rest 13 not satisfied with the market position
for Pure it water purifier delivery status, 64 % of people have
given their view satisfied.26 % of people have given their
view not satisfied, .10 % of people have given their view
dont know.
On the basis of view of the respondent on price of the
product; people satisfaction on price of the product.75 % of
people have given their view satisfied.15 % of people have
given their view not satisfied, .10 % of people have given
their view dont know.
64 % (64) of people have given their view that they are
satisfied with after sales , service of Pure it and 36 % (36) of
people have given their view that after sales service of Pure it is
not good.
Out of 100 respondents 42% agreed that Pure it market
position is good, 25% agreed that market position of pure it is

71

excellent, 21% people said that market position of pure it is

average & rest 13 not satisfied with the market position.
Out of 100 respondents, 45 % (45) of respondents have given
their view that both that is price as well as health and safety.
Percentage of respondents who are only concern about health
and safety was found 39 % (39).Percentage of respondents who
are concern about only price was found 16 % (16).
CONCLUSION
I had conducted the market survey in the town of Cuttack in
Orissa.
I had chosen the product as Pure It because
people are very cautious about their health these
days and are very particular about their drinking
water. In such a scenario most of the people are
using water purifier.
I was very lucky to join this company and learnt so
many things, like punctuality, hard work, selling
strategy of company etc. I had met different kinds
of people, coming from different

72

religion.

Thus I came to know about the different views of

these people.
After the survey I came

to

solution that

the people of Cuttack are very much aware of Pure

It

water

purifier

and

satisfied with
maximum people

maximum of them

the product..
are

are

Although

satisfied with

the product

but still there a pinch of dissatisfaction among

some of the consumers. But the ratios of these
people are negligible.
I would like to discuss about an industry which is
responsible and absolutely welcomes enhanced
competition. I believe that the success of this
industry in the market place is by delighting
customers

through

affordable

price

and

high

quality and better after sale services, instead of

any possible manipulation in the area of spectrum
management.

73

We can find that HUL is not the best water purifier

provider in India because apart from the price &
quality of output, its not good at any point.
Because most of the respondents have rated it as
average more. And of course the survey research
always reflects the truth.
No doubt HUL Pureit have very good quality of
product and availability in Cuttack. Customer feels
delightful with the HUL services and is satisfied
with HUL Customer service.

References: http://www.pureitwater.com/
http://compareindia.in.com/products/water-purifiers/#
http://www.indiareviewchannel.com/products

http://www.waterpurifiers.in/

Books
a) Marketing Management- Philip Kotler
b) Marketing Management- Narayanswami

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