Mineral Water
Content
A PROJECT REPORT ON “CONSUMER ATTITUDE TOWARDS MINERAL WATER”
Submitted in partial fulfillment for the award Of
MASTER OF BUSINESS ADMINISTRATION
CHHATTISGARH SWAMI VIVEKANAND TECHNICAL UNIVERSITY, BHILAI(C.G.) Submitted By:-
Chandra prakash Beri
MBA- Ist YEAR SESSION 2006-07
Approved By DR. S.K. DHAGAT (Director)
Guided By MR. SAKET JESWANI (MBA Dept.)
DEPARTMENT OF MANAGEMENT SHRI SHANKRACHARYA INSTITUTE OF MANAGEMENT & TECHNOLOGY JUNWANI,BHILAI – (C.G.)
DEPARTMENT OF MANAGEMENT SHRI SHANKRACHARYA INSTITUTE OF MANAGEMENT & TECHNOLOGY JUNWANI,BHILAI – (C.G.)
DECLARATION
I, Chandra Prakash Beri student of M.B.A. First semester, 2006 at Shri Shankara Charya College of Management & Technology here by declare that this project report under the title, “CONSUMER ATTITUDE TOWARDS MINERAL
WATER special reference to Bhilai/Durg” is the record of my original work
under the guidance of Mr. Saket Jeswani (faculty) department of M.B.A. S.S.C.M.T., Bhilai. This report has never been submitted to anywhere else for award of any degree or diploma.
Place:
Date:
Chandra Prakash Beri
DEPARTMENT OF MANAGEMENT SHRI SHANKRACHARYA INSTITUTE OF MANAGEMENT & TECHNOLOGY JUNWANI,BHILAI – (C.G.)
CERTIFICATE
This is to certify that the project work done on “CONSUMER ATTITUDE
TOWARDS MINERAL WATER special reference to Bhilai/Durg”
submitted to Shri Shankaracharya Institute of Management & Technology, Bhilai by Chandra Prakash Beri of the student MBA first semester in partial fulfillment of the requirement for the award of degree Business administration in a bonafide work carried out by him under my supervision & guidance. This work has not been submitted anywhere else for any other degree/ diploma. The original work was carried during 17.10.06 to 6.11.06 in Shri Shankaracharya Institute of Management & Technology Bhilai
Date: Place: Bhilai
Mr. SAKET JESWANI
PREFACE
The project reports on “CONSUMER
ATTITUDE TOWARDS
MINERAL WATER special reference to Bhilai/Durg”. The purpose behind
the research report is to get an exposure of the corporate world as well as the culture by getting associated with the research. If this reports to be fruitful to anybody / any organization by any means, I will considered my work worthwhile. This research helps in understanding the practical applicability, which is a part from theoretical concept. Finally the findings records and suggestions are complied. Chandra Prakash Beri
ACKNOWLEDGMENT
At the completion of this research it is customary to acknowledge to the gratitude and thanks to those who had invaluable contributed in accomplishing the work, but for me it is move than a usual practice because there is hardly and work which I more pleasant than to bestow my thanks. I am beholder to the dedicated teaching attitude of Dr. S.K. Dhagat (Director MBA) of our institute for allotting me this topic and rendering me valuable suggestion for successful accomplishment of this research work. I express my sincere thanks to my research guide Mr. Saket Jeswani (Faculty) for providing me vital instruction, necessary directives and valuable advice in various phases of this gigantic work.
Date Place: Bhilai(C.G.)
Chandra Prakash Beri M.B.A. First Sem
CONTENTS
I II III IV DECLARATION CERTIFICATE PREFACE ACKNOWLEDGMENT CHAPTERS 1. INTRODUCTION 2. OBJECTIVE OF STUDY 3. METHODOLOGY A) SOURCE OF DATA B) SAMPLE SIZE C) METHOD OF DATA COLLECTION D) TOOLS & TECHNIQUE OF ANALYSIS 4. LITERATURE REVIEW 5. DATA ANALYSIS 6. FINDINGS 7. RECOMMENDATION 8. COLCUSION 9. BIBLIOGRAPHY 10. ANNEXURE PAGE NO.
INTRODUCTION
i) ii) iii) iv) What do you mean by Research Importance of research Introduction of mineral water History and present of mineral water
Research Methodology
In the first chapter the topic was introduced in this chapter the Researcher has explained the Research Methodology. Research The term Research can be defined as “A scientific and systematic search for pertinent information on a specific topic”. A research is a careful investigation or inquiry specially though search for new fact in branch of knowledge. The meaning is defined by various person in several ways. Research is an original contribution to the existing stock of knowledge making for its advancement. It is pursuit of truth with the help of study, observation, comparison, and experiment. In short the search for knowledge through objective and systematic method of finding solution to a problem is “RESEARCH”.
Importance of Research
Any research made by an individual person needs whole consideration of his mind on the topic so that he can work his best on that project. Research work includes all the work from the site selecting balance sheet and each letter has its own significance. Research is done by any person to go deep of any subject to know the existence of it. In this research report whose topic is “CONSUMER ATTITUDE
TOWARDS MINERAL WATER special reference to Bhilai/Durg”.
About Mineral Water: Mineral water is water containing minerals or other
dissolved substances that alter its taste or give it therapeutic value. Salts, sulfur compounds, and gases are among the substances that can be dissolved in the water. Mineral water can often be effervescent. Mineral water can be prepared or can occur naturally... The Present: In the year 1995, when Parle Exports took charge of the brand operations and the business took off in the market. With factories across India and a strong distribution network, Bisleri established itself as a force to reckon with in the domestic packaged drinking water market. Earlier the packaged drinking water market consisted of five star hotels, tourists and foreigners. As a marketing strategy, a conscious decision was taken by the company that only 40% of the sales should come from these outlets and 60% from general market. i.e. paanwallas, street shops, general stores and even nontourists. This brought about a sea change in the perception in the consumer's mind about consumption of Bisleri.
Earlier, drinking bottled water was considered to be more of a status symbol. That thinking has slowly changed to the point where today, not drinking Bisleri is considered as being behind the times. Such has been the presence and penetration of the bisleri brand in the bottled water treatment. About two years ago, in 1998, a strategy was adopted to concentrate aggressively on the home market. The habit of boiling water or using electronic gadgets was not adequate, since the source of water itself was unreliable. The bulk packages like the 2, 5 and 20 litre bottles were introduced to meet this market need. The price per litre went down as a result, making bottled water very economical for the consumer.
History
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first brought the idea of selling bottled water in India. It started a company called Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged drinking water was available in glass bottles. Being a returnable package owing to various other problems such as breakage and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl Chloride) bottles. After this plastic packaging was introduced, things started to change, and sales increase rapidly. The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle stable of brands, including Thums Up, Limca and Gold Spot. Recognising the potential of the packaged drinking water market, he then went on to concentrate on making Bisleri a top selling brand in India.
OBJECTIVE OF STUDY
To study the trend in specific industry of Mineral Water To identify the major player of the MINERAL WATER industry and to identify the market leader in Bhilai/ Durg city To study the impact of substitute in the present demand of the Mineral Water. To study the determinates of demand of Mineral Water To study the replacement demand of Mineral Water
Recommendation
1) TECHNOLOGY DEVELOPMENT
To make sure that the product that reaches the consumer is always of highest standard and also meets international standards. One such recent development is the tamper proof breakaway seal. Every mineral water company should be also recognizes the need to produce environment friendly products and is working on the PET project.
2) PRODUCT PACKING
To ensure purity of the bottled water, the bottles that are used are blown and filled at the factory itself, to contamination.
3) PURIFICATION OF WATER
purity and taste are two major factors taken care in sourcing of water. Every mineral water company should pay attention on that area because it is related to health of consumer.
FINDINGS On the basis of data analysis and interpretation researcher has reached to the finding of the Sunday. Which are following:
1) it is found that 80% of the respondents like to take mineral water. 2) 3) It is found that most of the people prefer bisleri. By survey it is found that 78% of respondent get aware of the product by seeing television. 4) It is found that advertisement is the big factor which influence respondent to take the particular brand of mineral water. 5) By survey it is found that respondent are just satisfied with their product.
Literature Review
Literature Review
1. The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to the water. 2. 3. 4. Ultra filtration gives water reduction in turbidity and adds sparkle Activated carbon purifier to remove colour and odour in water Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water free o micro-organisms.
Mineral salts and oligoelements Calcium (Ca) Calcium is one of the most common elements on the earth. It is essential in our body for teeth and bones formation, blood coagulation, right functioning of our nervous system. Calcium ions are contained in almost all spring, drinking water. Health effects caused by hard water, very rich in calcium and magnesium, are unknown. An excess in calcium can alter the water taste or cause scaling problems in pipes and household appliances. If you use a device for the reduction of the content of calcium and magnesium ions dissolved in water (softener), it is important that the calcium content never goes under 60 mg/l. The World Health Organisation recommend a minimum calcium daily intake of about 700 mg. Drinking calcium poor water is considered dangerous for the risk of coronary diseases. Magnesium (Mg) Magnesium is, with sodium and calcium, among the cations most commonly found in drinking water. In humans magnesium is important for many metabolic functions
and for muscular and nervous activity. The daily recommended intake is recommended intake is 150-500 mg. Sodium (Na) Sodium is an element very diffused on earth and in the biosphere, even if in nature it is almost never in its pure form, but mainly in form of salt (NaCl). Our body contains an average of 100 g of sodium which is an important metabolic regulator for nervous and muscular stimulations. The daily sodium chlorine intake is 20 mg. Due to our diet very rich in salt it is recommended to drink water with a sodic content lower than 20 mg/l, particularly for ipertense people and children. The salt consumption in industrialized countries is considered much higher than the recommended levels (about 3.9 g/day on average). Drinking 2 liters of water containing 20 mg/l of sodium you reach 40 mg, that is about the 5% of the total intake. To reduce the daily sodium intake it would be more logical to change your nutrition: i.e. to eat only integral sea salt, more equilibrate and rich in mineral salts at home, and to avoid precooked food, always rich in refined salt. Chromium (Cr) Chromium is an important oligoelement for our organism, on condition that certain concentration are not exceeded and the element is not found in toxic or carcinogenic combinations (always due to industrial pollution). At present there is is no recommended daily intake. Copper (Cu) Copper is an essential element for our health, but it is toxic at high concentration. A daily intake of 1.2 mg is recommended. Copper pollution in water can originate form copper pipes corrosion by soft, acidic water.
Iron (Fe) Food rich in iron is very important, particularly for children and women in fertile age. The recommended daily intake is 10 mg. Iron is usually contained in low amount in drinking water. The WHO recommend a maximum of 0.3 mg/l the EEC of 0.2 mg/l. Possible increasing (lower than 200 mg/l) are not to be considered harmful, even if they make the water not nice to drink and give an unpleasant Chlorine (Cl) Chlorine is an important constituent of organic liquid and a daily intake of 7-15 g of NaCl is recommended. Manganese (Mn) Food usually covers the recommended daily intake of 2-3 mg. An excessive concentration in water is not necessarily harmful, but originates the same problems as iron (unpleasant taste and colour). Selenium (Se) Even if selenium is considered a toxic element taken is high dosage, it is an important anti-oxidant. Selenium is useful to attack free radicals and then prevent aging. The recommended daily intake by EEC is 40 picog. A possible lack of selenium can increase the risk of tumour and cardiovascular diseases. Fluorine (F) In someone opinion fluorine is useful for the good health of bones and teeth, sometimes it is even essential, in others opinion it is unnecessary when you are adult, above all if it is added . Fluorine is an halogen and it is the most electronegative of all the elements, so it reacts easily with most of the elements. In 1945 the addition of fluorine in drinking water began to be experimented in New York State, followed by Australia and
some areas in UK, with the declared purpose of preventing dental caries in population. Water fluorination is prohibited in Belgium, Denmark, the Netherlands and France; in Spain and Germany local authorities handle every decision and in Italy there is no specific law on this matter.
Fluorine values useful for our body are very close to toxic values, so a dispense not aimed and personalized can cause high risk of overdosing and chronicle poisoning, with consequent skeleton deformation, spots on tooth enamel, osteosclerosis, neurological disorders, damages on the thyroids and even tumours. According with some research 10% of fluoride doesn't deposit in teeth and bones, but in organisms such as kidneys. Fluorine has negative effects on the central nervous system, determining behaviour alterations, cognitive deficit, influencing on the foetus development even in concentration not harmful for the mother.
The calcium fluoride presents in nature is very different from the sodium-silicafluoride (Na2SiF6) added in drinking water, an industrial waste that is toxic and difficult to digest.
People against drinking water fluorination argue that it is a violence that does not count individual choice freedom, not to mention the individual tolerance limit.
OTHER INORGANIC TOXIC SUBSTANCES
Many toxic minerals are contained in water supplies, usually at high levels. Treatment and potabilisation plants work very well reducing these minerals to safe levels. Minerals can enter surface or ground water through natural sources, industrial sewage, leach age from urban or agricultural areas, water pipes walls or
Even from domestic source. The list of organic substances that you can find in industrial applications is long, a brief description of the most common follows. Phosphates Phosphate in water originates from detergents and fertilisation and a level higher than 0.1 mg/l indicates pollution. Flora and fauna, very sensitive to phosphate pre
presence are the main victims. Sulphates Sulphates are sulphuric acid salts combined with metallic ions. Water can naturally contains small quantities of sulphates, but they are mostly transferred in water bodies from the atmosphere and in the atmosphere form road traffic, industries and energetic production. Sulphur oxidised in the air can come back on the soil as acid rain, causing serious environmental problems. Nitrates are Nitrates are Nitrites . Nitrates and Nitrites . Nitrates are the main source of nitrogen for plants and an essential constituent for nucleic acid and amino acid. Nitrates water content of about 10 mg/l is considered normal and natural. Different concentration is due to human operations (mauring, air pollution due to transport). The problems resulting from excessive nitrate presence are due to the toxicity of nitrate for human body: nitrates are transformed in nitrites or in
carcinogenic nitrosamines.
Aluminium (Al)
Aluminium is very abundant on the earth, but is not important for human nutrition. Aluminium can have toxic effects even in small quantities. These effects occur in nervous system, but health effects originating from aluminium intake through water
are still on debate.
Aluminium concentration is usually lower than 200 mg/l in drinking water. If you drink 1.5 litre of water per day, your daily intake from water is lower than 300 mg/day, a negligible amount if compared with the amount taken by nutrition (10-20 mg/day). There is no evidence that the aluminium assumed through water is more soluble and then more easily digestible, than the aluminium contained in food. Due to all these uncertainties at present there are no rules about its concentration allowed in drinking water. The WHO recommend a concentration
lower than 20 mg/l. Arsenic (As)
Arsenic can be toxic even in low amounts. Nevertheless the arsenic contained in food (amounts ranging from 0.01 to 1.5 mg/kg of dry weight) has a different influence: it carries out some positive metabolic function for our body. Its toxicity
is strongly linked on the concentration. Lead (Pb)
Lead is poisoning even in small amounts for microorganisms, interfering with haemoglobin formation and with the functionality of central nervous system. Lead
is particularly harmful for children, who can suffer long term neurological and behavioural disorders. Major lead sources are paint, vehicle emissions, food and water. The European Directive about drinking water for human consumption 98/93/EC states that the maximum allowed lead concentration in drinking water should decrease from the actual 50 mg/l to 10 mg/l within 25 December 2013. The problem in Italy is that many pipes contain lead and acidic soft water, with a low phosphate content. If this water lingers for long time in the pipes it can adsorb lead. Some precautions can be taken to lower lead content in drinking water:
•
flush the water before drinking it, since lingering water in pipes tends to accumulate lead; to avoid water dissipation it is recommended to collect the flushed water in bottles and tanks for a following use;
•
do not use hot tap water for cooking, since hot water dissolve lead more easily than cold water;
• •
periodically remove clinker and slag from the pipes; to use an home water filter is certainly a good way for lead removal.
Cadmium (Cd)
Cadmium is a highly toxic heavy metal, considered carcinogen. Its harmful action is similar to the effect of lead and it can be released in drinking water by zinced iron pipes. Zinc always contains a small amount of cadmium.
Mercury (Hg)
Mercury can or can not be toxic, depending on its chemical bonds. The WHO recommend a daily intake of 0.3 mg/day for a 60 kg person. Mercury can be released in ground water or in surface water by industrial waste water discharge in rivers and estuaries, by leach age from toxic landfill, by mercury emissions from volcanoes, seismic underground activity, incineration and fossil fuels combustion. The mercury released in the atmosphere is very light, so it can reach long distances from the source and fall again on the soil through rain, entering water bodies. However mercury is not commonly found as pollutant in our drinking water. Asbestos Asbestos can reach drinking water through natural sources, pipes built in a compound made of concrete and asbestos and from atmosphere. Hard water seems to bring to a lower asbestos loss compared to water poor in salts, which is much more corrosive.
Chlorine (Cl)
At present chlorination is the most used treatment to remove water bacteria which could cause health problems. The Italian law allows 30 mg/l of chlorine, while the guidelines of the European Directive indicate 1 mg/l and specify that the concentration should be as low as possible. According with international research the consumption of water containing compounds formed after the reaction between chlorine and microorganisms (trihalometanes) can contribute to the increasing of
huro-genital tumours.
If when you open the tap you smell the chlorine odour typical of swimming pools, it is recommended to pour the water in a large tank and to leave it open or semiopen for about half an hour. Chlorine is in fact very volatile and tend to still on the water surface. To accelerate chlorine dispersion you can pour the water from a tank to another repetitively or mix very quickly.
Spring water
It originates from ground water formations from which water naturally flows towards the surface. If the spring is on the edge, water can be free of minerals and then not very healthy to drink. In mountain villages it is still possible to found several springs that you can drown water from.
Cities little fountains
Water from little fountains in big cities is the same water contained in the aqueduct, then perfectly drinkable, unless differently specified. The fact that it flows continuously, day and night, is a sign of hygiene and lower the risk of stagnancy, with consequently problems of odours and hygiene. If there is a tap you should carefully and softly close it, to avoid its breaking.
Water dispensers
Since the first half of the nineties the water distribution system by dispensers has been spread in offices and companies all over Europe. In these dispensers you can often choose among fresh water, ambient water or warm water for tea or herbal tea preparation. It is certainly better not to be forced to bring water from home or to drink other drinks. Water contained in these dispenser is usually treated or spring water, sold in plastic barrels of about 19 litres.
ReferencesPer capita consumption of mineral water (l/y) Unexposed market:- though the population of India is more than 125 crore but still India far behind in mineral water conception per capita as compare to many europium country such as,Portugal, Austria etc. in India where per capita consumption of mineral water is 0.8 which is lot les than other country. As shown in figure .
75.0 42.4 20.0 Austria Portugal Ireland 17.3 Netherlands 3.6 China 2.3 Egypt 1.2 Vietnam 0.8 India
Here is data for global markets in 2004, in billions of litres consumed. USA 25.8 Mexico 17.7 China 11.9 Brazil 11.6 Italy 10.7 Germany 10.3 France 8.5 Indonesia 7.4 Spain 5.5 India 5.1 All others 39.9 Total 154.3 Source: Beverage Marketing Corporation, cited in John G. Rodwan, Jr., "Bottled Water 2004: U.S. and International Statistics and Developments," Bottled Water Reporter, April/May 2005.
Criticism
Criticism of Bottled Water
A large pile of full Poland Spring bottlesBottled water is a successful product, available throughout the world, but it and the behaviors it fosters are the subject of vocal criticism. This criticism primarily falls into environmental, economic, and health categories.
Economic criticisms
Wide reliance on bottled water may decrease political pressure on municipalities to produce high quality water; while technology exists to purify water to bottled water standards for municipal supplies, if residents of the municipality expect tap water to be of low quality, and have the easy alternative of bottled water, they have little incentive to push the municipality to adopt better purification technology.
BIBLIOGRAPHY
1) Marketing Management Analysis
2) 3) 4)
www.google.com www.khoj.com www.ask.com
Conclusion
The sale of any product depend upon consumer, if they are satisfied with price and product than sale in increase and vice versa. From this research we found that most consumers like the bisleri brand of mineral water consumer use this brand rather than other brand. Consumer influence mostly by TV, Advertisement and the are brand loyal. Consumer every time go with their brand they don’t want to change the brand.
ANNEXURE Questionnaire
ANNEXURE
CONSUMER ATTITUDE TOWARDS MINERAL WATER special reference to Bhilai/Durg
QUESTIONNAIRE
Personal information
a) Name of Customer__________________________________________________ b) Address___________________________________________________________ c) Age group: d) Martial status e) Sex f) Profession M <20 20-30 Married F Students Any other Q1. Do you drink mineral water? Yes No Business Service House wife 30-40 Unmarried 40& above
Q 2. a) If yes name the Brand of Mineral Water Company you use Aquafina Kingfisher Bisleri Kinley
b) If No, which Mineral Water you would like to purchase Aquafina King fisher Bisleri Kinley
Q 3. Since when you are using this brand of Mineral Water? a) Less than 1 year b) 1 c) 3 3 years 5 years
d) More than 5 years Q 4. How did you come to know about this Mineral Water? a) T.V. d) Any other b) Print media e) Word of Mouth c) Radio
Q5. Whether you will use the same brand Mineral Water forever? Yes No
If Yes why________________________________________________________ If No why_________________________________________________________ Q6. If you are asked to purchase a new Mineral Water when will you purchase a) < 1 Year b) 1-3 Year c) 3-5 year d) > 5 years Q7. Please names some another company in this Mineral Water category Aquafina Kingfisher Bisleri Kinely
Q 8. What is the second best preferred Mineral Water according to you? -------------------------------------------------------------------------------Q9. Please mark the specific feature, which you have kept in mind while selecting the particular brand of Mineral water ? a) Price b) Quality c) Features d) Any other
Q 10. If the price of the other brand of Mineral water decreases whether you will purchase the same Mineral water ? a) Yes b) No
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Mineral Water Produciton Line
Submitted in partial fulfillment for the award Of
MASTER OF BUSINESS ADMINISTRATION
CHHATTISGARH SWAMI VIVEKANAND TECHNICAL UNIVERSITY, BHILAI(C.G.) Submitted By:-
Chandra prakash Beri
MBA- Ist YEAR SESSION 2006-07
Approved By DR. S.K. DHAGAT (Director)
Guided By MR. SAKET JESWANI (MBA Dept.)
DEPARTMENT OF MANAGEMENT SHRI SHANKRACHARYA INSTITUTE OF MANAGEMENT & TECHNOLOGY JUNWANI,BHILAI – (C.G.)
DEPARTMENT OF MANAGEMENT SHRI SHANKRACHARYA INSTITUTE OF MANAGEMENT & TECHNOLOGY JUNWANI,BHILAI – (C.G.)
DECLARATION
I, Chandra Prakash Beri student of M.B.A. First semester, 2006 at Shri Shankara Charya College of Management & Technology here by declare that this project report under the title, “CONSUMER ATTITUDE TOWARDS MINERAL
WATER special reference to Bhilai/Durg” is the record of my original work
under the guidance of Mr. Saket Jeswani (faculty) department of M.B.A. S.S.C.M.T., Bhilai. This report has never been submitted to anywhere else for award of any degree or diploma.
Place:
Date:
Chandra Prakash Beri
DEPARTMENT OF MANAGEMENT SHRI SHANKRACHARYA INSTITUTE OF MANAGEMENT & TECHNOLOGY JUNWANI,BHILAI – (C.G.)
CERTIFICATE
This is to certify that the project work done on “CONSUMER ATTITUDE
TOWARDS MINERAL WATER special reference to Bhilai/Durg”
submitted to Shri Shankaracharya Institute of Management & Technology, Bhilai by Chandra Prakash Beri of the student MBA first semester in partial fulfillment of the requirement for the award of degree Business administration in a bonafide work carried out by him under my supervision & guidance. This work has not been submitted anywhere else for any other degree/ diploma. The original work was carried during 17.10.06 to 6.11.06 in Shri Shankaracharya Institute of Management & Technology Bhilai
Date: Place: Bhilai
Mr. SAKET JESWANI
PREFACE
The project reports on “CONSUMER
ATTITUDE TOWARDS
MINERAL WATER special reference to Bhilai/Durg”. The purpose behind
the research report is to get an exposure of the corporate world as well as the culture by getting associated with the research. If this reports to be fruitful to anybody / any organization by any means, I will considered my work worthwhile. This research helps in understanding the practical applicability, which is a part from theoretical concept. Finally the findings records and suggestions are complied. Chandra Prakash Beri
ACKNOWLEDGMENT
At the completion of this research it is customary to acknowledge to the gratitude and thanks to those who had invaluable contributed in accomplishing the work, but for me it is move than a usual practice because there is hardly and work which I more pleasant than to bestow my thanks. I am beholder to the dedicated teaching attitude of Dr. S.K. Dhagat (Director MBA) of our institute for allotting me this topic and rendering me valuable suggestion for successful accomplishment of this research work. I express my sincere thanks to my research guide Mr. Saket Jeswani (Faculty) for providing me vital instruction, necessary directives and valuable advice in various phases of this gigantic work.
Date Place: Bhilai(C.G.)
Chandra Prakash Beri M.B.A. First Sem
CONTENTS
I II III IV DECLARATION CERTIFICATE PREFACE ACKNOWLEDGMENT CHAPTERS 1. INTRODUCTION 2. OBJECTIVE OF STUDY 3. METHODOLOGY A) SOURCE OF DATA B) SAMPLE SIZE C) METHOD OF DATA COLLECTION D) TOOLS & TECHNIQUE OF ANALYSIS 4. LITERATURE REVIEW 5. DATA ANALYSIS 6. FINDINGS 7. RECOMMENDATION 8. COLCUSION 9. BIBLIOGRAPHY 10. ANNEXURE PAGE NO.
INTRODUCTION
i) ii) iii) iv) What do you mean by Research Importance of research Introduction of mineral water History and present of mineral water
Research Methodology
In the first chapter the topic was introduced in this chapter the Researcher has explained the Research Methodology. Research The term Research can be defined as “A scientific and systematic search for pertinent information on a specific topic”. A research is a careful investigation or inquiry specially though search for new fact in branch of knowledge. The meaning is defined by various person in several ways. Research is an original contribution to the existing stock of knowledge making for its advancement. It is pursuit of truth with the help of study, observation, comparison, and experiment. In short the search for knowledge through objective and systematic method of finding solution to a problem is “RESEARCH”.
Importance of Research
Any research made by an individual person needs whole consideration of his mind on the topic so that he can work his best on that project. Research work includes all the work from the site selecting balance sheet and each letter has its own significance. Research is done by any person to go deep of any subject to know the existence of it. In this research report whose topic is “CONSUMER ATTITUDE
TOWARDS MINERAL WATER special reference to Bhilai/Durg”.
About Mineral Water: Mineral water is water containing minerals or other
dissolved substances that alter its taste or give it therapeutic value. Salts, sulfur compounds, and gases are among the substances that can be dissolved in the water. Mineral water can often be effervescent. Mineral water can be prepared or can occur naturally... The Present: In the year 1995, when Parle Exports took charge of the brand operations and the business took off in the market. With factories across India and a strong distribution network, Bisleri established itself as a force to reckon with in the domestic packaged drinking water market. Earlier the packaged drinking water market consisted of five star hotels, tourists and foreigners. As a marketing strategy, a conscious decision was taken by the company that only 40% of the sales should come from these outlets and 60% from general market. i.e. paanwallas, street shops, general stores and even nontourists. This brought about a sea change in the perception in the consumer's mind about consumption of Bisleri.
Earlier, drinking bottled water was considered to be more of a status symbol. That thinking has slowly changed to the point where today, not drinking Bisleri is considered as being behind the times. Such has been the presence and penetration of the bisleri brand in the bottled water treatment. About two years ago, in 1998, a strategy was adopted to concentrate aggressively on the home market. The habit of boiling water or using electronic gadgets was not adequate, since the source of water itself was unreliable. The bulk packages like the 2, 5 and 20 litre bottles were introduced to meet this market need. The price per litre went down as a result, making bottled water very economical for the consumer.
History
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first brought the idea of selling bottled water in India. It started a company called Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged drinking water was available in glass bottles. Being a returnable package owing to various other problems such as breakage and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl Chloride) bottles. After this plastic packaging was introduced, things started to change, and sales increase rapidly. The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle stable of brands, including Thums Up, Limca and Gold Spot. Recognising the potential of the packaged drinking water market, he then went on to concentrate on making Bisleri a top selling brand in India.
OBJECTIVE OF STUDY
To study the trend in specific industry of Mineral Water To identify the major player of the MINERAL WATER industry and to identify the market leader in Bhilai/ Durg city To study the impact of substitute in the present demand of the Mineral Water. To study the determinates of demand of Mineral Water To study the replacement demand of Mineral Water
Recommendation
1) TECHNOLOGY DEVELOPMENT
To make sure that the product that reaches the consumer is always of highest standard and also meets international standards. One such recent development is the tamper proof breakaway seal. Every mineral water company should be also recognizes the need to produce environment friendly products and is working on the PET project.
2) PRODUCT PACKING
To ensure purity of the bottled water, the bottles that are used are blown and filled at the factory itself, to contamination.
3) PURIFICATION OF WATER
purity and taste are two major factors taken care in sourcing of water. Every mineral water company should pay attention on that area because it is related to health of consumer.
FINDINGS On the basis of data analysis and interpretation researcher has reached to the finding of the Sunday. Which are following:
1) it is found that 80% of the respondents like to take mineral water. 2) 3) It is found that most of the people prefer bisleri. By survey it is found that 78% of respondent get aware of the product by seeing television. 4) It is found that advertisement is the big factor which influence respondent to take the particular brand of mineral water. 5) By survey it is found that respondent are just satisfied with their product.
Literature Review
Literature Review
1. The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to the water. 2. 3. 4. Ultra filtration gives water reduction in turbidity and adds sparkle Activated carbon purifier to remove colour and odour in water Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water free o micro-organisms.
Mineral salts and oligoelements Calcium (Ca) Calcium is one of the most common elements on the earth. It is essential in our body for teeth and bones formation, blood coagulation, right functioning of our nervous system. Calcium ions are contained in almost all spring, drinking water. Health effects caused by hard water, very rich in calcium and magnesium, are unknown. An excess in calcium can alter the water taste or cause scaling problems in pipes and household appliances. If you use a device for the reduction of the content of calcium and magnesium ions dissolved in water (softener), it is important that the calcium content never goes under 60 mg/l. The World Health Organisation recommend a minimum calcium daily intake of about 700 mg. Drinking calcium poor water is considered dangerous for the risk of coronary diseases. Magnesium (Mg) Magnesium is, with sodium and calcium, among the cations most commonly found in drinking water. In humans magnesium is important for many metabolic functions
and for muscular and nervous activity. The daily recommended intake is recommended intake is 150-500 mg. Sodium (Na) Sodium is an element very diffused on earth and in the biosphere, even if in nature it is almost never in its pure form, but mainly in form of salt (NaCl). Our body contains an average of 100 g of sodium which is an important metabolic regulator for nervous and muscular stimulations. The daily sodium chlorine intake is 20 mg. Due to our diet very rich in salt it is recommended to drink water with a sodic content lower than 20 mg/l, particularly for ipertense people and children. The salt consumption in industrialized countries is considered much higher than the recommended levels (about 3.9 g/day on average). Drinking 2 liters of water containing 20 mg/l of sodium you reach 40 mg, that is about the 5% of the total intake. To reduce the daily sodium intake it would be more logical to change your nutrition: i.e. to eat only integral sea salt, more equilibrate and rich in mineral salts at home, and to avoid precooked food, always rich in refined salt. Chromium (Cr) Chromium is an important oligoelement for our organism, on condition that certain concentration are not exceeded and the element is not found in toxic or carcinogenic combinations (always due to industrial pollution). At present there is is no recommended daily intake. Copper (Cu) Copper is an essential element for our health, but it is toxic at high concentration. A daily intake of 1.2 mg is recommended. Copper pollution in water can originate form copper pipes corrosion by soft, acidic water.
Iron (Fe) Food rich in iron is very important, particularly for children and women in fertile age. The recommended daily intake is 10 mg. Iron is usually contained in low amount in drinking water. The WHO recommend a maximum of 0.3 mg/l the EEC of 0.2 mg/l. Possible increasing (lower than 200 mg/l) are not to be considered harmful, even if they make the water not nice to drink and give an unpleasant Chlorine (Cl) Chlorine is an important constituent of organic liquid and a daily intake of 7-15 g of NaCl is recommended. Manganese (Mn) Food usually covers the recommended daily intake of 2-3 mg. An excessive concentration in water is not necessarily harmful, but originates the same problems as iron (unpleasant taste and colour). Selenium (Se) Even if selenium is considered a toxic element taken is high dosage, it is an important anti-oxidant. Selenium is useful to attack free radicals and then prevent aging. The recommended daily intake by EEC is 40 picog. A possible lack of selenium can increase the risk of tumour and cardiovascular diseases. Fluorine (F) In someone opinion fluorine is useful for the good health of bones and teeth, sometimes it is even essential, in others opinion it is unnecessary when you are adult, above all if it is added . Fluorine is an halogen and it is the most electronegative of all the elements, so it reacts easily with most of the elements. In 1945 the addition of fluorine in drinking water began to be experimented in New York State, followed by Australia and
some areas in UK, with the declared purpose of preventing dental caries in population. Water fluorination is prohibited in Belgium, Denmark, the Netherlands and France; in Spain and Germany local authorities handle every decision and in Italy there is no specific law on this matter.
Fluorine values useful for our body are very close to toxic values, so a dispense not aimed and personalized can cause high risk of overdosing and chronicle poisoning, with consequent skeleton deformation, spots on tooth enamel, osteosclerosis, neurological disorders, damages on the thyroids and even tumours. According with some research 10% of fluoride doesn't deposit in teeth and bones, but in organisms such as kidneys. Fluorine has negative effects on the central nervous system, determining behaviour alterations, cognitive deficit, influencing on the foetus development even in concentration not harmful for the mother.
The calcium fluoride presents in nature is very different from the sodium-silicafluoride (Na2SiF6) added in drinking water, an industrial waste that is toxic and difficult to digest.
People against drinking water fluorination argue that it is a violence that does not count individual choice freedom, not to mention the individual tolerance limit.
OTHER INORGANIC TOXIC SUBSTANCES
Many toxic minerals are contained in water supplies, usually at high levels. Treatment and potabilisation plants work very well reducing these minerals to safe levels. Minerals can enter surface or ground water through natural sources, industrial sewage, leach age from urban or agricultural areas, water pipes walls or
Even from domestic source. The list of organic substances that you can find in industrial applications is long, a brief description of the most common follows. Phosphates Phosphate in water originates from detergents and fertilisation and a level higher than 0.1 mg/l indicates pollution. Flora and fauna, very sensitive to phosphate pre
presence are the main victims. Sulphates Sulphates are sulphuric acid salts combined with metallic ions. Water can naturally contains small quantities of sulphates, but they are mostly transferred in water bodies from the atmosphere and in the atmosphere form road traffic, industries and energetic production. Sulphur oxidised in the air can come back on the soil as acid rain, causing serious environmental problems. Nitrates are Nitrates are Nitrites . Nitrates and Nitrites . Nitrates are the main source of nitrogen for plants and an essential constituent for nucleic acid and amino acid. Nitrates water content of about 10 mg/l is considered normal and natural. Different concentration is due to human operations (mauring, air pollution due to transport). The problems resulting from excessive nitrate presence are due to the toxicity of nitrate for human body: nitrates are transformed in nitrites or in
carcinogenic nitrosamines.
Aluminium (Al)
Aluminium is very abundant on the earth, but is not important for human nutrition. Aluminium can have toxic effects even in small quantities. These effects occur in nervous system, but health effects originating from aluminium intake through water
are still on debate.
Aluminium concentration is usually lower than 200 mg/l in drinking water. If you drink 1.5 litre of water per day, your daily intake from water is lower than 300 mg/day, a negligible amount if compared with the amount taken by nutrition (10-20 mg/day). There is no evidence that the aluminium assumed through water is more soluble and then more easily digestible, than the aluminium contained in food. Due to all these uncertainties at present there are no rules about its concentration allowed in drinking water. The WHO recommend a concentration
lower than 20 mg/l. Arsenic (As)
Arsenic can be toxic even in low amounts. Nevertheless the arsenic contained in food (amounts ranging from 0.01 to 1.5 mg/kg of dry weight) has a different influence: it carries out some positive metabolic function for our body. Its toxicity
is strongly linked on the concentration. Lead (Pb)
Lead is poisoning even in small amounts for microorganisms, interfering with haemoglobin formation and with the functionality of central nervous system. Lead
is particularly harmful for children, who can suffer long term neurological and behavioural disorders. Major lead sources are paint, vehicle emissions, food and water. The European Directive about drinking water for human consumption 98/93/EC states that the maximum allowed lead concentration in drinking water should decrease from the actual 50 mg/l to 10 mg/l within 25 December 2013. The problem in Italy is that many pipes contain lead and acidic soft water, with a low phosphate content. If this water lingers for long time in the pipes it can adsorb lead. Some precautions can be taken to lower lead content in drinking water:
•
flush the water before drinking it, since lingering water in pipes tends to accumulate lead; to avoid water dissipation it is recommended to collect the flushed water in bottles and tanks for a following use;
•
do not use hot tap water for cooking, since hot water dissolve lead more easily than cold water;
• •
periodically remove clinker and slag from the pipes; to use an home water filter is certainly a good way for lead removal.
Cadmium (Cd)
Cadmium is a highly toxic heavy metal, considered carcinogen. Its harmful action is similar to the effect of lead and it can be released in drinking water by zinced iron pipes. Zinc always contains a small amount of cadmium.
Mercury (Hg)
Mercury can or can not be toxic, depending on its chemical bonds. The WHO recommend a daily intake of 0.3 mg/day for a 60 kg person. Mercury can be released in ground water or in surface water by industrial waste water discharge in rivers and estuaries, by leach age from toxic landfill, by mercury emissions from volcanoes, seismic underground activity, incineration and fossil fuels combustion. The mercury released in the atmosphere is very light, so it can reach long distances from the source and fall again on the soil through rain, entering water bodies. However mercury is not commonly found as pollutant in our drinking water. Asbestos Asbestos can reach drinking water through natural sources, pipes built in a compound made of concrete and asbestos and from atmosphere. Hard water seems to bring to a lower asbestos loss compared to water poor in salts, which is much more corrosive.
Chlorine (Cl)
At present chlorination is the most used treatment to remove water bacteria which could cause health problems. The Italian law allows 30 mg/l of chlorine, while the guidelines of the European Directive indicate 1 mg/l and specify that the concentration should be as low as possible. According with international research the consumption of water containing compounds formed after the reaction between chlorine and microorganisms (trihalometanes) can contribute to the increasing of
huro-genital tumours.
If when you open the tap you smell the chlorine odour typical of swimming pools, it is recommended to pour the water in a large tank and to leave it open or semiopen for about half an hour. Chlorine is in fact very volatile and tend to still on the water surface. To accelerate chlorine dispersion you can pour the water from a tank to another repetitively or mix very quickly.
Spring water
It originates from ground water formations from which water naturally flows towards the surface. If the spring is on the edge, water can be free of minerals and then not very healthy to drink. In mountain villages it is still possible to found several springs that you can drown water from.
Cities little fountains
Water from little fountains in big cities is the same water contained in the aqueduct, then perfectly drinkable, unless differently specified. The fact that it flows continuously, day and night, is a sign of hygiene and lower the risk of stagnancy, with consequently problems of odours and hygiene. If there is a tap you should carefully and softly close it, to avoid its breaking.
Water dispensers
Since the first half of the nineties the water distribution system by dispensers has been spread in offices and companies all over Europe. In these dispensers you can often choose among fresh water, ambient water or warm water for tea or herbal tea preparation. It is certainly better not to be forced to bring water from home or to drink other drinks. Water contained in these dispenser is usually treated or spring water, sold in plastic barrels of about 19 litres.
ReferencesPer capita consumption of mineral water (l/y) Unexposed market:- though the population of India is more than 125 crore but still India far behind in mineral water conception per capita as compare to many europium country such as,Portugal, Austria etc. in India where per capita consumption of mineral water is 0.8 which is lot les than other country. As shown in figure .
75.0 42.4 20.0 Austria Portugal Ireland 17.3 Netherlands 3.6 China 2.3 Egypt 1.2 Vietnam 0.8 India
Here is data for global markets in 2004, in billions of litres consumed. USA 25.8 Mexico 17.7 China 11.9 Brazil 11.6 Italy 10.7 Germany 10.3 France 8.5 Indonesia 7.4 Spain 5.5 India 5.1 All others 39.9 Total 154.3 Source: Beverage Marketing Corporation, cited in John G. Rodwan, Jr., "Bottled Water 2004: U.S. and International Statistics and Developments," Bottled Water Reporter, April/May 2005.
Criticism
Criticism of Bottled Water
A large pile of full Poland Spring bottlesBottled water is a successful product, available throughout the world, but it and the behaviors it fosters are the subject of vocal criticism. This criticism primarily falls into environmental, economic, and health categories.
Economic criticisms
Wide reliance on bottled water may decrease political pressure on municipalities to produce high quality water; while technology exists to purify water to bottled water standards for municipal supplies, if residents of the municipality expect tap water to be of low quality, and have the easy alternative of bottled water, they have little incentive to push the municipality to adopt better purification technology.
BIBLIOGRAPHY
1) Marketing Management Analysis
2) 3) 4)
www.google.com www.khoj.com www.ask.com
Conclusion
The sale of any product depend upon consumer, if they are satisfied with price and product than sale in increase and vice versa. From this research we found that most consumers like the bisleri brand of mineral water consumer use this brand rather than other brand. Consumer influence mostly by TV, Advertisement and the are brand loyal. Consumer every time go with their brand they don’t want to change the brand.
ANNEXURE Questionnaire
ANNEXURE
CONSUMER ATTITUDE TOWARDS MINERAL WATER special reference to Bhilai/Durg
QUESTIONNAIRE
Personal information
a) Name of Customer__________________________________________________ b) Address___________________________________________________________ c) Age group: d) Martial status e) Sex f) Profession M <20 20-30 Married F Students Any other Q1. Do you drink mineral water? Yes No Business Service House wife 30-40 Unmarried 40& above
Q 2. a) If yes name the Brand of Mineral Water Company you use Aquafina Kingfisher Bisleri Kinley
b) If No, which Mineral Water you would like to purchase Aquafina King fisher Bisleri Kinley
Q 3. Since when you are using this brand of Mineral Water? a) Less than 1 year b) 1 c) 3 3 years 5 years
d) More than 5 years Q 4. How did you come to know about this Mineral Water? a) T.V. d) Any other b) Print media e) Word of Mouth c) Radio
Q5. Whether you will use the same brand Mineral Water forever? Yes No
If Yes why________________________________________________________ If No why_________________________________________________________ Q6. If you are asked to purchase a new Mineral Water when will you purchase a) < 1 Year b) 1-3 Year c) 3-5 year d) > 5 years Q7. Please names some another company in this Mineral Water category Aquafina Kingfisher Bisleri Kinely
Q 8. What is the second best preferred Mineral Water according to you? -------------------------------------------------------------------------------Q9. Please mark the specific feature, which you have kept in mind while selecting the particular brand of Mineral water ? a) Price b) Quality c) Features d) Any other
Q 10. If the price of the other brand of Mineral water decreases whether you will purchase the same Mineral water ? a) Yes b) No
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