Nav Sahyadri Charitable Trust’s
INSTITUTTE OF BUSINESS MANAGEMENT & RESEARCH, CHAKAN.
Approved by AICTE & DTE. Recognized by Govt. of Maharashtra & Affiliated to Savitribai Phule Pune Universit
A/P- Chakan, Tal- Khed , Dist-Pune-410501, Maharashtra, India
Student Name:- MANGESH HARI DAS
Subject Name & Code No:- (201) MARKETING MANAGEMENT.
Roll No:-
QUE:-Case study company jal wants to launch
flavoured drinking water. As a marketing manager which
factors you would consider that affect the consumer
buying behaviour:-
Introduction: - Top Players in the Indian market:
The main market share is that of Bisleri International which is 40
%, next comes Kinley (around 25 %) and then Aquafina (10 %)
rest is followed by the local market players in the market (20-25
%) [1]. One of the great way developed by Parle Agro and PepsiCo
is that of capacity enhancement which is the only way of
surviving the competition. Bottled water is highly acceptable with
the consumers because:
1.Awareness about unclean potable water.
2.Mineral deficiency in municipal water
3.Good marketing strategies by companies
4 .High availability and cheap pricing
Public Health Aspects:-
Though the industry is flourishing there are certain
aspects which need to be kept in mind.
1.Poor regulation by states
2.Poor shelf life and uncertain microbiological stability
3.Suspicious water source.
Trends in Packaged Drinking Water:-
New packaging varieties
2. New market competitors
3 .Launch of flavoured water in the sector
4 . Natural mineral water from India ruling international
market
Reasons for Growth of Packaged Drinking Water
in India
1. Lack of potable water
2. High health awareness in consumers
3. Growth of polluted water bodies
4. Growth of tourism in India leads to the use of bottled
water as visitors prefer bottled water to tap water
Materials and Methods:
This research deals with the study of consumer
acceptability of the Bottled water
available in the state of Jammu and Kashmir (Kashmir
division). The research technique adopted was that of
primary data collection done by questionnaires.
Objectives of the Study: Research design for Field work
and Primary Data collection.
1. To study the consumer acceptability of various brands
as per quality, price, and monthly consumption.
2. To identify the methods used for quality determination
by consumers.
3. To know the acceptance of various convenient packing
sizes offered by major players and their acceptance.
4. To ascertain the brand loyalty of the consumers.
5. To locate the maximum market sector for PDW.
6. To identify the brand with maximum market share.
7. To study and analyse the market complaints from
consumer 2 business.
Limitations of the Study:
1.The questionnaire was filled mainly by the respondents
of Srinagar. Therefore the overall consumer acceptability
of the state can’t be gauged on this study.
2.Some of the respondents had no knowledge regarding
few areas of research thus gave a random
Brand Loyalty Not too Common:-
It was found in the analysis that people don’t stick to one
brand for the consumption unless forced buying due to
monopoly is found. They prefer good market rapport
brand on the general basis
Conclusion:-
1.Focusing on product quality rather than price slashes or
reductions: By frequency evaluation it was found that
companies must focus more on quality attributes of the
product rather that wooing consumers by the price
reduction strategies because it was found that consumers
prefer good quality water over low price bottled water.
2.Focusing on better bottle designing which is easy to
carry:
The consumer awareness survey revealed t
hat bottles designs that are easy to carry (1ltr, 500ml,
250ml) are more preferred by the consumers. Since they
are easy to carry. Cumbersome bottle designs like 2 ltr and
20 ltr are little less preferred. Therefore bottle designing
as per consumer accept ability must be done and
modifications in the same are required.
THANK YOU
