A

PROJECT REPORT
ON

“A STUDY OF CONSUMER PERCEPTION

& BEHAVIOUR WITH REFERENCE TO
KENT RO (WATER PURIFIER), SATNA”
SUBMITTED TO

AWADHESH PRATAP SINGH UNIVERSITY, REWA (M.P.)

FOR THE AWARD OF

BACHELOR OF BUSINESS ADMINISTRATION

BBA (SEMESTER-VI)

BY
MR. KISHORE ROHRA
UNDER GUIDANCE OF
Mr. SANKALP SHUKLA (Asst. Prof.)

VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,

SATNA (M.P.)
2016- 2017
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH
SATNA (M.P.)

GUIDE’S CERTIFICATE
This is to certify that MR. KISHORE ROHRA has

satisfactorily completed the Project work on “A Study of Consumer

Behaviour with reference to KENT RO (Water Purifier) Satna” under my

guidance for the fulfillment of BBA (Semester-VI) submitted to Awadhesh

Pratap Singh University, Rewa during the academic year 2016-2017.

To best of my knowledge and belief the matter presented by him is

original work and not copied from any source. Also this report has not been

submitted earlier for the award of any Degree of Awadhesh Pratap Singh

University, Rewa.

Place: Satna Mr. SANKALP SHUKLA

Date: / / 2017 (Project Guide)

2
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,
SATNA (M.P.)

DECLARATION

I undersigned, hereby declare that this project report entitled “A

Study of Consumer Behaviour with reference to KENT RO (Water

Purifier), Satna” prescribed by AWADHESH PRATAP SINGH UNIVERSITY, REWA

during the academic year 2016-2017 under the guidance of MR. SANKALP

SHUKLA is my original work.

The matter presented in this report has not been copied from any

source. I understand that any such copying is liable to be punishable in any

way the university authorities deem to be fit. Also this report has not been

submitted earlier for the award of any Degree or Diploma of Awadhesh

Pratap Singh University, Rewa or any other University.

This work humbly submitted to Awadhesh Pratap Singh University for

the fulfillment of Bachelor of Business Administration (Sem-VI).

PLACE: SATNA MR. KISHORE ROHRA

DATE: / / 2017

3
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,
SATNA (M.P.)

ACKNOWLEDGEMENT

Whenever we are standing on most difficult step of the dream of our

life, we often remind about The Great God for His blessings & kind help and
he always helps us in tracking off the problems by some means in our
lifetime. I feel great pleasure to present this project entitled “A Study of
Consumer Behaviour with reference to KENT RO (Water Purifier), Satna”.
I am grateful to those people who help me a lot in preparation of this
project report. It is their support and blessings, which has brought me to
write this project report. I have a deep sense of gratitude in my heart for them.
I am thankful to my respected guide Mr. SANKALP SHUKLA for his
whole-hearted support and affectionate encouragement without which my
successful project would not have been possible.
Finally, I am very grateful to Mighty God and inspiring parents whose
loving & caring support contributed a major share in completion of my task.

Mr. KISHORE ROHRA

4
 TABLE OF CONTENTS

S.N. Contents Page No.

1 Introduction of Project 6-14

2 Company Profile 15-20

3 Objectives 21-22

4 Research Methodology 23-26

5 Data Analysis & Interpretation 27-39

6 Findings & Suggestions 40-41

7 Limitations 42-43

8 Conclusion 44-45

9 References 46-47

Annexure
10 48-50
Questionnaire

5
 CHAPTER-I

INTRODUCTION OF PROJECT

INTRODUCTION:

6
MEANING AND DEFINITION OF CONSUMER BEHAVIOUR

The most crucial issue for the marketers is to identify the needs of the
consumers. Only the identification of needs is of no value unless and until this is
transformed in to a meaningful and appropriate satisfiers. For this whole process of
converting needs into actual satisfaction one needs to understand the complete make up
of consumer’s mind, and this process is known as consumer behaviour. Let’s also
discuss some of the definitions of consumer behaviour.

According to Schiffman and Kanuk “Consumer behaviour encompasses all of the

behaviours that consumers display in searching for, purchasing, using, evaluating and
disposing of products and services that they expect will satisfy their needs”.

Wells and Prensky defines that Consumer behaviour is the study of consumers as
they exchange something of value for a product or service that satisfies their needs.

Hawkins, Best and Coney describes “The field of consumer behaviour is the
study of individuals, groups, or organisations and the processes they use to select,
secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and society”.

On the basis of above definitions, it can be concluded that consumer behaviour is

the study of consumers regarding what they buy, when do they buy, from where they
buy, how frequently they buy, and how they use certain products. But the study does not
stop here as it also goes further to study the post purchase and evaluations of the
consumers. So, it addresses all the issues related from pre-purchase to post purchase
behaviour of the consumers.

The study regarding consumer behaviour can be divided into two parts i.e.
consumer buying dynamics and dynamics of business buyers.

CONSUMERS’ BUYING DYNAMICS

7
 Let’s discuss in brief the various determinants of consumer behaviour. So, its
very important for the marketers to have a close eye on this dynamic process of
motivation.

Perception: Perception is the process by which an individual selects stimuli, organises

information about those stimuli, and interprets the information. Perception poses
powerful implications for marketers. What is perceived by an individual, it determines
how he or she behaves? No consumer purchase can take place unless a consumer
perceives that the product or service will offer the benefits he or she needs. Accordingly,
marketers must understand how perception works in order to communicate successfully
a product’s benefits. Regardless of the fact that a product is innovative or advertisement
is effective, it will fail if it is not perceived favourably by the potential consumers.

Learning: Learning is a continuous process by which individual acquires knowledge so

that it causes a permanent change in behaviour. Learning is a kind of process that
evolves over a time and can not be directly observed. When a person perceives new
stimuli in the environment, it is related with the existing pond of knowledge. Therefore,
learning reflects both current experiences and past back ground. Learning is essential to
the consumption process. In fact, consumer behaviour is largely learned behaviour. We
acquire most of our attitudes, values, tastes, preferences, symbolic meanings and feeling
through learning. Human culture and social class, institutions such as schools and
religious organisations, family, friends, mass media and advertising provide learning
experiences that influence the kind of life style the consumers seek and the products they
consume. Marketers spend considerable effort to ensure that consumers learn of their
existence as well as about their products. Companies that make their consumers learn
about their products and services in an effective and efficient manner often obtain a
long-term competitive advantage them that of their competitors.

Personality: Personality is defined as those inner psychological characteristics that both

determine and reflect how a person responds to his environmental stimuli. Personality is
enduring and ensures that a person’s responses are consistent over time. But personality
can not be considered as a unified whole, for that purpose different personality traits are
to be studied by the marketers. For example, dogmatism is a personality trait that
measures the degree of rigidity among individuals. If a person is highly dogmatic, it’s
very difficult to convenience him regarding the innovative products and brands. They

8
are move likely to choose well established brands and can not be convinced by
celebrities in the advertisements. Rather these kinds of people are influenced by the
authoritative appeals. On the contrary, those who possess the trait of innovativeness are
move receptive to new products, new services and new practices. They are prone to
newer experiments. There could be some other personality traits like inner directed
consumes and other directed consumers. So, on the basis of these personality traits, the
process of segmentation can effectively be performed.

ORGANISATIONAL BUYING BEHAVIOUR

Industrial organisations do not engage only in selling. They also buy certain kind
of things like materials, manufactured parts, plant & equipments and different services
etc. Therefore, they require the services of other organisations and such organisations
need to understand these organisations’ needs, resources, polices, and buying
procedures. So, in this section we will examine few questions like-what is business
market and how it differs from consumer market, what kind of buying situations occur
and who involves in the buying business forecast etc. Let’s look into these questions one
by one.

According to Webster and Wihel “Organisational buying is the decision-making

process by which formal organisations establish the need for purchased products and
services and identify, evaluate, and choose among alternative brands and suppliers”.

S.J. Skinner defines “Organisational buying behaviour refers to the actions and
decision process of producers, resellers, and governments in deciding what products to
buy”.

So, on the basis of above definitions it can be concluded that organisational

buying is the decision-making process in which one organisation receives the resources
from the other organisation and the providers identify the need for products and services
and the receivers identify, evaluate, and choose among alternative brands and suppliers.

THE ORGANIZATIONAL BUYING DECISION PROCESS

9
 Because organisational decisions typically involve more individuals in more
complex decision tasks than household or individual decisions, marketing efforts to
affect this process are much more complex. There are different stages in the decision-
making process from problem recognition to post purchase performance evaluation.
Let’s discuss these stages one by one.

1. Problem Recognition: Like any other decision-making process, the first stage of the
organisational buying decision process involves problem recognition, where one or more
persons recognise a problem. It may occur under a variety of circumstances. For
example, the sales manager and office manager of an office play a key role in
recognising the need to add computers to their office. Recognition of this problem,
however, can come up in several ways. In this particular instance, a continuing problem
between field sales agents and internal administrative staff may lead the office manager
and sales manager to recognise the problem. The continuation of these sources of
influence eventually leads to an increased level of importance and the subsequent stage
of information search.

2. Information Search: Information search can be both formal and informal. Site visits
to evaluate a potential vendor, laboratory tests of a new product or prototype, and
investigation of possible product specifications are part of formal information search.
Informal information search can occur during discussions with sales representatives,
while attending trade shows, or reading industry specific journals. Business buyers
search for information both to help make the best decision and to support their actions
and recommendations within the organisation.

3. Evaluation and Selection: The evaluation of possible suppliers and selection of a

supplier often follows a two-stage decision process. The first stage is making the buyer’s
approved suppliers list. In this case, a conjunctive decision process is very common.
Using this kind of process, the organisations screen out potential suppliers that do not
meet all its criteria.

A second stage of organisational decision making could involve other decision rules
such as disjunctive and lexicographic etc. In the disjunctive decision rule, a minimum
level of performance for each important attribute is established. All brands that surpass
the performance for any key attribute are considered acceptable. The lexicographic

10
decision rule requires the business buyer to rank the criteria in order of importance. The
buyer then selects the supplier/product that performs best on the most important
attribute. If two or more brands tie on this attribute, they are evaluated on the second
most important attribute. This process is further complicated by the fact that different
members of the decision-making unit have different evaluation criteria.

4. Purchase and Decision Implementation: Once the decision to buy from a particular
organisation has been made, the method of purchase must be determined. From the
seller’s point of view, it means how and when they will get paid. In many cases,
payment is not made until delivery. Others involve progress payments. For a
construction or builders’ firm that takes years, the method of payment is critical. On
international basis, purchase implementation and method of payment are even more
critical.

5. Post purchase performance evaluation: In the final stage of business buying

division process, the new product’s performance is evaluated. The product’s actual
performance is compared to specifications and necessary adjustments are made of the
product that does not function as per expectations, the organisation can ask the supplier
to replace it. At the same time, the supplier’s performance is also evaluated. If it is found
to be unacceptable, the buyer will seek corrective action from the supplier or he will
search out for a new supplier.

Consumer behavior is the study of individuals, groups, or organizations and the

processes they use to select, secure, and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these processes have on the consumer and
society. It blends elements
from psychology, sociology, social anthropology, marketing and economics.

It attempts to understand the decision-making processes of buyers, both individually and

in groups such as how emotions affect buying behavior. It studies characteristics of
individual consumers such as demographics and behavioral variables in an attempt to
understand people's wants. It also tries to assess influences on the consumer from groups
such as family, friends, reference groups, and society in general.

11
Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that
consumer behavior is difficult to predict, even for experts in the field.

• Consumer Buying Behavior refers to the buying behavior of final consumers

(individuals & households) who buy goods and services for personal
consumption.
• Study consumer behavior to answer:
“How do consumers respond to marketing efforts the company might use?”

SIMPLE MODEL FOR CONSUMER

BEHAVIOUR

Purchase Timing
Purchase Amount

Culture
WHO IS CONSUMER?

 Consumer is a person or group of people that are the final users of

products and or services generated within a social system. A consumer
may be a person or group, such as a household. The concept of a consumer
may vary significantly by context.

12
 WHAT IS CONSUMER BEHAVIOUR?

 Consumer Behaviour is a branch which deals with the various stages a

consumer goes through before purchasing products or services for his end
use.

 Why do you think an individual buys a product?

 Why do you think an individual does not buy a product?
 When do you think consumers purchase products?

CHAPTER-II

COMPANY PROFILE

13
COMPANY PROFILE:

14
Water, Water, Everywhere

 In the business of purifying water, Kent RO is looking to educate more

consumers about the importance of reverse osmosis for drinking water.
And by capitalizing on this growing awareness, the company aims to
grow at a sustainable pace of 40 per cent every year

15
 Mahesh Gupta, Founder And Chairman, Kent Ro

In most homes, boiling water to rid it of its impurities seems to be the most
common practice. It is this mindset that Mahesh Gupta is still trying to fight even
after 13 years of setting up a water purifying company. “In India, penetration of
reverse osmosis (RO) method of water purification is only about one per cent,”
says Gupta, founder and chairman, Kent RO Systems Ltd. (Kent). “What most
don’t understand is that boiling does not remove all the impurities, especially the
dissolved ones. Hence, educating customers and building awareness about RO is
one of our biggest challenges,” he adds.

Noida-based Kent has sold more than a million RO units since its inception. It has
many models now, including Kent Grand and Kent Pearl, ranging between Rs.
13,000 to Rs. 17,000 per unit. About 80 per cent of its revenues are from its RO
sales and the company holds around 40 per cent market share. For the financial
year 2012, the company has closed revenues of Rs. 331 crore from Rs. 240 crore
last fiscal with a top line growth of close to 40 per cent.

Building a brand

For the first six years, there wasn’t much of a brand building exercise at the
company. “Initially, we sold our products through the direct marketing route. But,
in 2005, I realised that to sell a consumer product, we need to turn it into a brand
for consumers to recall it,” says Gupta. That’s when he started advertising and
brought onboard a brand ambassador – actor Hema Malini. He considers this

16
phase as Kent’s second innings as the product also was redesigned and RO’s
technology was modified. “RO then effectively removed impurities but it also got
rid of essential minerals in the water. So, we designed a product that would retain
the minerals. And since then, we have been growing at an average of 30 per cent
to 40 per cent every year,” shares Gupta.

Over the past three to four years, Kent has also diversified into other products
such as air purifiers, vegetable and fruit purifiers and water softeners. Last year, it
signed actor Boman Irani to promote its tap water purifier product. But Gupta
admits that fighting for awareness for RO takes considerable time, that educating
about its other products is twice as difficult. However, he knows that his
promotions have paid off. “It is definitely easier to sell our products now – word-
of-mouth has helped our cause. And once we educate people, they are ready to
pay when it comes to securing their health despite the availability of more
affordable purifiers in the market,” says Gupta.

Unlike its competitors, Kent does not do house calls. It undertakes visits only on
request or through reference and is able to close 40 per cent of such sales. “Since
it is a costly product, people like to discuss and debate about it. Instead of forcing
it on them, we would rather make an impact through our advertising,” says Gupta.
Kent has a strong distribution network with 400 distributors spread over the
country with northern states providing most traction. In the next fiscal, it hopes to
increase the number to 700 distributors.

Changing the game

For Gupta, Kent is his second tryst as an entrepreneur. An IIT-Kanpur graduate,

he worked with the Indian Oil Corporation for 11 years before he decided to quit
so that he could implement his ideas. In 1988, he started SS Engineering (that still
functions) to test and conserve petroleum products. The origination of Kent
happened by chance when both his children fell sick to jaundice. Having never
used a water purifier at home and not satisfied with the ones available in the
market, Gupta decided to make one by importing the components. Through his
research he learnt that RO was an effective water purification method – a
technology that was available in other markets. Water impurities include bacteria,
dust, algae and others, which ultraviolet filters can remove but dissolved
impurities such as salt, arsenic and chloride that one cannot see are removed with
the help of RO. Though water wastage is high during this process, Gupta prefers
to refer to it as water consumption or ‘reject water’. “Like how when one washes
their clothes there is reject water, similarly water is consumed to clean water,” he
says. Gupta also adds that, irrespective of groundwater or metro water, RO is
useful due to the kind of impurities present in water now.

17
"Initially, we sold our products through the direct marketing route. But, in
2005, I realised that to sell a consumer product, we need to turn it into a
brand for consumers to recall it."

Gupta setup Kent with a Rs. 2 lakhs as investment but his biggest challenge was
to sell his product. “RO is a costly procedure. My product would cost around Rs.
20,000 while my competitors would price their products at Rs. 5,000. Also, I was
fighting a big elephant, Aquaguard by Eureka Forbes, which was well established
in people’s minds. To sell even a third unit became a monumental effort.” But as
this small number of customers was happy with the product, Gupta knew it would
be successful someday.

Now, with many models on its roster, the research and development for Kent’s
products is a continuous process that takes place in Noida, with about four per
cent of its revenues allocated to it. Kent has three manufacturing facilities in
Roorkee with a capacity to produce 5 lakhs units annually. A fourth plant is
underway in Greater Noida with an investment of Rs. 10 crores that will become
functional in two months time. With this, its capacity would increase to 7 lakhs
units per year.

A sustainable pace

While courting growth, Gupta made a conscious decision to not go the venture
capital route. “I am not an aggressive person. Kent could’ve been a Rs. 1,000
crores company but I would rather move at a comfortable pace. We’re financially
sound now and rely on internal accruals for further growth,” he says. Even today,
some of his biggest challenges continue to be what plagued him earlier on – cost
reduction, building awareness about RO and timely servicing. “It is a continuous
exercise to bring down the cost, which is a setback because besides the initial
high cost, RO technology is high maintenance as well. We try our best to be
prompt in our service,” adds Gupta.

Gupta estimates the water purifying market to be around Rs. 1,500 crores and
growing. The company is bringing in Rs. 5 crores worth of exports through its
global arm and hopes to increase it further. But for now, his focus is on home
ground. His target for fiscal ‘13 is Rs. 450 crores. “We still have a lot of potential
to grow here but we want to do it at a sustainable pace – around 30 per cent to 40
per cent every year,” he concludes.

18
What’s Next?

•  Upcoming fourth manufacturing plant in Noida

•  Turnover target of Rs. 450 crores for FY ‘13

•  Strengthen traction in other regions

•  Increase distribution network to 700 distributors

•  Expand  exclusive retail shops in the next two years 

Kent RO Systems Ltd.

Founder: Mahesh Gupta

City: Noida

19
 CHAPTER-III

OBJECTIVES OF THE STUDY

20
OBJECTIVES:

The research is based on observation of the sales promotion. This kind of research
helps to increase the sales techniques, method as well as the sales margin of the
product in a company.

The objective of study is as follows: -

 To optimize consumer convenience and value through enhanced product

differentiation.

 To study the Consumer’s Behavior towards the KENT RO (Water

purifiers)

 To study the consumer perception towards KENT RO (Water purifiers)

21
 CHAPTER-IV

RESEARCH METHODOLOGY

22
 RESEARCH METHODOLOGY

Research in common parlance refers to the search for knowledge. It can also be defined
as scientific and systematic search for pertinent information on a specific topic. In fact,
research is an art of scientific investigation. Research is a voyage of discovery. It is also
said to be the pursuit of truth with help of study, observation, comparison and
experiment.

The role of research in several field of applied economics weather related to business or
to economy as a whole, has greatly influenced in modern times. The increasing complex
nature of business and government has focused on the use of research in solving
problems.
According to Kerlinger, “Research is a systematic, controlled, empirical and critical
investigation of hypothetical propositions about the presumed relation among nature
phenomenon.

Characteristics of Research:

1. Research is a systematic and critical investigation into a phenomenon.

2. Research is not a mere compilation, but a purposive investigation.

3. It aims at describing, interpreting and explaining a phenomenon.

5. It is objective and logical.

6. It is based upon the observable experience and empirical evidence.

7. It is directed towards finding answer to pertinent question and solution.

Research objectives:

 Employee turnover is one of the largest though widely unknown costs an

organization faces.
 To capture the satisfaction level that is influenced by various technical & non
technical factors.
23
  To examine the relationship between students and faculty.
 To find out factors affecting employee retention.

RESEARCH DESIGN

A Research design is the arrangement of conditions for collection and analysis of data in
a manner that aims to combine relevance to the Research purpose with economy in
procedure. In fact the Research design is the conceptual structure within which Research
is conducted: it constitutes the blueprint for the collection measurement and analysis of
data.

It must be able to define clearly what they want to measure and must find adequate
methods for measuring it along with a clear cut definition of population wants to study.
Since the aim is to obtain complete and accurate information in these studies, the
procedure to be used must be carefully planned. The research design must make enough
provision for protection against bias and must maximize reliability with due concern for
the economical completion of the search study.

Descriptive research is adopted for this study. It includes surveys and fact
finding enquires of different kinds. The major purpose of descriptive research is
description of the state affairs as it exists at present. The main characteristic of this
method is that the researcher has no control over the variables. He can only report what
has happened or what is happened.

 Research problems: To study the Consumer Behavior on KENT RO (Water

Purifiers).

 Marketing Research: Marketing Research is the systematic & scientific search

for collecting the desired information from representative sample of the relevant
population.

 Research Methodology: Research methodology is a way which is knows to me

what to be done or how to be done in systematically & scientifically.

24
  Research Design.
 Sampling.
 Sample size

Sampling: Sampling studies are becoming more and more popular in all types of mass
study. The result of sampling has attained a sufficiently high standard of accuracy.
A sample of 50 respondents was chosen – the selection was made through the
combined approach of Random Sampling.

Sample size: The sample sizes for the survey of consumer were about 50 which were
covered Satna city.

Research Design: Research design is purely and simply the frame work or plan for a
study that guides the collection and analysis of the data.
I have chosen Descriptive Research Design.

Methods of data collection :

Every type of research requires two types of data to be collected to reach up to any
conclusion. As the topic was concerned with “effective of sales promotion” the primary
and secondary data is very much important.

Primary Data: Primary data are those data which are directly obtained from people by
approaching them individually; primary data are generated when the researcher
employing mail questionnaire, telephone surveys, personal interviews, observations &
investigates a particular problem at hand.

Secondary Data: Secondary data, on the other hand, includes those data, which are
collected in the past for other research work & are being used in current project work.

Sample Design: The sample of the research has been taken from Satna Region in M.P.

25
 CHAPTER-V
DATA ANALYSIS & INTERPRETATION

26
DATA ANALYSIS & INTERPRETATION:

Data analysis is 5th most important step of research process. When we have collected the
data after then we have analyze the data. Data analysis is a process for analyzing the
data.

There are many statistical tools used for data analysis, such as:-

Pie chart

Bar graphs

Cluster average

Percentage method

Tabulation chart

In this project we have used pie chart cylinder & chart for data interpretation.

27
Do you use any kind of water purifiers?

a. Yes
b. No

options
no
20%

yes
80%

Interpretation : From the above chart it is clear that 80% of people are using
water purifiers and 20% of people don’t use water purifiers.

28
If yes, which company’s water purifier do you have?
a. Aquaguard
b. Kent
c. Philips
d. Luminuous
e. Pure it
f. Others

50%
50%
45%
40%
35% 30%
30%
25%
20%
15%
10%
10%
5% 3% 5%
0%
2%
population

Aquaguard Kent Philips Luminuous Pure it Others

Interpretations: From the above chart it is clear that out of people using water
purifiers,50% of people use Kent RO,30% of people use Aquaguard,10% use
Pure it, 5% use Luminuous,3% use Philips and 2% use other water purifiers.

29
From which source you came to know about KENT RO?

a. Advertisement
b. Door to door selling
c. Mouth publicity
d. Any other source

Source
Source
35%

30%

20%

15%

Advertisement Door to door selling Mouth publicity Any other source

Interpretation: From the above chart it is clear that 35% of the awareness about
KENT RO is via advertisement, 15% is via door to door selling, 30% is via
mouth advertisement and 20% is from remaining sources.

30
How long since you are using KENT RO?

a. Less than a month

b. 2-6 months
c. 6-12 months
d. More than a year

Duration
Duration

50%

20% 20%

10%

Less than a month 2-6 months 6-12 months More than a year

Interpretations : From the above chart it is clear that 50% of people uses KENT
RO from 6-12 months, 20% uses it from 2-6 months, 20% uses it from more than
a year and10% uses it from less than a month.

31
What is your view on taste, odour and clarity of water you get from KENT
RO?

a. Satisfied
b. Unsatisfied

view
Unsatisfied
10%

Satisfied
90%

Interpretations: From the above chart it is clear that 90% of people are
satisfied with the taste, odour and clarity of water they get from KENT RO water
purifier and 10% are not satisfied.

32
Are you satisfied with the after sale service of KENT RO?

a. Yes
b. No

60%
60%

50%
40%
40%

30%

20%

10%

0%
Yes
No

satisfaction of after sale services

Interpretations: From the above chart it is clear that 60% of people are satisfied
with the after sale services provided by KENT RO and 40% are not satisfied.

33
What is the reason for choosing KENT RO?

a. Quality
b. Price
c. Others

Reason

Others
10%
Price
10%

Quality
80%

Interpretation: From the above chart it is clear that 80% of people are choosing
KENT RO because of its quality, 10% because of its price and 10% because of
other reasons.

34
Would you like to suggest others to use KENT RO?

a. Yes
b. No

90%
90%
80%
70%
60%
50%
40%
30%
20%
10%
10%
0%
Yes
No

Suggestion

Interpretations: From the above chart it is clear that 90% of people would like to
suggest others to use KENT RO and 10% do not.

35
Have you ever heard about KENT RO?

a. Yes
b. No

Heard about KENT RO?

No
20%

Yes
80%

Interpretations: From the above chart it is clear that out of the people who don’t
use KENT RO, 80% of them heard about it and 20% of people have not heard
about KENT RO.

36
What makes you unaware about KENT RO?

a. Least advertisement
b. Least publicity
c. Others

Reason for unawareness

Least advertisement
Least pubicity
Others

Interpretations: From the above chart it is clear that 50% of people are unaware
about KENT RO because of least advertisement, 30% because of least publicity
and 20% because of other reasons.

37
Why are you not using KENT RO?

a. Lack of awareness
b. Poor quality
c. High prices
d. Poor services

50%

50%
45%
40%
30%
35%
30%
25%
20%
10% 10%
15%
10%
5%
0%
Lack of awareness Poor quality High prices Poor services

Reason for not using

Interpretation: From the above chart it is clear that 50% of people didn’t use
KENT RO because of its poor services, 30% because of its high prices and 10%
each because of its poor quality and lack of awareness.

38
 CHAPTER-VI
FINDINGS & SUGGESTIONS

39
 FINDINGS AND SUGGESTIONS

It has been found that:

1. 80% people are using water purifiers out of which 50% people use KENT RO.
2. Among the kent users 35% people came to know about KENT RO from
ADVERTISEMENT, 15% from DOOR TO DOOR SELLING, 30% from
MOUTH PUBLICITY & 20% from other sources.
3. 90% people are satisfied with the taste, odour & clarity of water purified from
KENT RO.

4. 40% people are not satisfied with the after sale service of KENT RO.
5. 80% people bought KENT RO because of its quality.
6. 80% people of non KENT USERS have heard about kent but the rest have not
even heard about kent.

SUGGESTIONS

 The company should focus on AFTER SALE SERVICE for making the
consumers satisfied and loyal.

 Launch of new advertisement campaign with the brand ambassador.

 By making the price of the products to be reasonable, it can attract many

customers and also can retain its present consumers also.

 The company should provide some sales promotional tools like gifts, discounts
to the dealers who can give discount to the consumers and increase the sales.

 Most of persons are motivated by advertisement over product quality. So the

company should be provided extensive advertisement campaign to the dealers
and customers.

40
CHAPTER-VII
LIMITATIONS

41
 LIMITATIONS

 Dynamic nature of the market, dealers and customers.

 Due to time constraints the survey was conducts over 50 consumers only.

 While conducting survey some respondents hesitates to respond, it creates

problems in research work to collect data.

 Accuracy of the result is less due to small sample size, hence the study provides
in research work to collect data.

42
CHAPTER-VIII
CONCLUSION

43
CONCLUSION

Consumer behaviour is the action and decision processes of people who

purchase goods and services for personal consumption. Consumer decision
making is influenced by social, psychological, and personal factors. Social factors
are forces exerted by other people that affect consumer behaviour. A social class
is a relatively homogeneous and stable group of people with similar values,
attitudes, and behaviours. A role is a set of functions and activities that a person
in a particular position is expected to perform. Culture is learned values,
behaviours, and meaningful symbols shared by members of a society. A culture is
further divided into several subcultures.

Psychological factors are internal forces within people that affect buying
decisions. These factors are motives, perception, learning and personality etc.
Motivation research involves analysing the major motives that influence buying
behaviour. Perception is the process by which an individual selects, organises and
interprets information inputs to create meaning. An attitude is a person’s overall
feeling towards some object.

44
CHAPTER-IX
REFERENCES

45
 REFERENCES

BOOKS REFERRED

 Research Methodology:- C.R. Kothari

Wishwa prakashan
Darayaganj
New Delhi
2nd Edition-1995

 Marketing Management :- Philip Kotler

Prentice- hall of
India pvt. Ltd.
New Delhi
8th Edition-1995

Websites:

 www.GOOGLE.com

 www.KENT.co.in

46
CHAPTER-X
ANNEXURE

47
 QUESTIONNAIRE FOR CONSUMER BEHAVIOR

DEMOGRAPHIC QUESTIONS:-

NAME: ………………………………………………

INCOME: ………………..

EDUCATION: …………………………………..

Q.1 Do you use any kind of Water Purifiers?

[ ] YES [ ] NO

Q.2 If yes , which company’s water purifier do you have?

[ ] AQUAGUARD [ ] KENT [ ] PHILIPS

[ ] LUMINOUS [ ] PURE IT [ ] OTHERS

If not KENT then go to Q.NO. 9 (If KENT then Proceed)

Q.3 From which source you came to know about KENT RO ?

[ ] ADVERTISEMENT [ ] DOOR TO DOOR SELLING

[ ] MOUTH PUBLICITY [ ] ANY OTHER SOURCE

Q.4 How long since you are using KENT RO?

[ ] LESS THAN A MONTH [ ] 2-6 MONTHS

[ ] 6-12 MONTHS [ ] MORE THAN A YEAR

Q.5 What is your view on taste, odour, & clarity of water you get from KENT
RO?

[ ] SATISFIED [ ] NOT SATISFIED

Q.6 Are you satisfied with the after sale services of KENT RO?

[ ] YES [ ] NO

48
Q.7 What is the reason for choosing the KENT RO?

[ ] Quality
[ ] Price
[ ] Others

Q.8 Would you like to suggest others to buy the KENT RO?

[ ] Yes
[ ] No

Q.9 Have you ever heard about KENT RO?

[ ] YES [ ] NO

Q.10 What makes you unaware about KENT RO?

[ ] LEAST ADVERTISEMENT [ ] LEAST PUBLICITY

[ ] OTHERS

Q.11 Why are you not using KENT RO?

[ ] LACK OF AWARENESS [ ] POOR QUALITY

[ ] HIGH PRICES [ ] POOR SERVICES

(Signature)

49