MINOR PROJECT REPORT DONE DURING INTERNSHIP

AT
HINDUSTAN UNILEVER LIMITED

Project Title: A study about consumer behaviour before and after

using Pureit.

Submitted By,
Kavya Thomas
Berchmans Institute of Management Studies
Changanacherry (BIMS)
MBA SF 2022-2024

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 INDEX
TABLE OF CONTENTS

1 Introduction 3-4

2 Consumer Behaviour 5-7

3 Pure It 8-12

4 Research Methodology 13-18

5 Findings and 19-20

Suggestions

6 Bibliography 21

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INTRODUCTION

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The Pure-it water purifier is a popular brand of water purifiers in India,
manufactured by Hindustan Unilever Limited (HUL). The story of
Pureit began in 2004 when HUL recognized the need for safe and
accessible drinking water in India, especially in areas where clean
water was scarce or contaminated.

HUL aimed to provide a solution that would address the challenges of

waterborne diseases and lack of access to safe drinking water. They
embarked on extensive research and development to create a water
purifier that would be effective, affordable, and easy to use for Indian
households.

After years of innovation and testing, Pureit was launched in 2005 as a

breakthrough in-home water purifier. It utilized a unique purification
technology called "Germkill Kit" that combined multiple stages of
purification, including activated carbon, microfiltration, and a germ-
kill processor. This technology claimed to remove various
contaminants, bacteria, and viruses, ensuring the delivery of safe
drinking water

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CONSUMER BEHAVIOUR

5
 CONSUMER BEHAVIOUR

Consumer behaviour refers to the study of individuals, groups, or

organizations and the processes they undertake to select, purchase, use,
and dispose of products, services, ideas, or experiences to satisfy their
needs and wants. It involves understanding how consumers make
decisions, what influences their choices, and how they behave in the
marketplace.

Various factors influencing consumer behaviour include

psychological, social and cultural factors.

Personal Factors: These include an individual's age, occupation,

lifestyle, personality traits, and economic situation. Different life stages
and personal circumstances can significantly impact consumer
preferences and purchasing decisions.

Psychological Factors: Consumers' motivations, perceptions,

attitudes, beliefs, and learning experiences play a crucial role in shaping
their behaviour. Understanding these factors helps marketers create
effective marketing strategies.

Social Factors: Social influences, such as family, friends, social

groups, and opinion leaders, can greatly impact consumer behaviour.
Word-of-mouth recommendations, social media influence, and cultural
norms all contribute to shaping consumers' choices.

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Cultural Factors: Culture, subculture, and social class influence
consumer behaviour. Cultural values, beliefs, customs and rituals shape
individuals’ preferences and consumption patterns.

Decision-Making Process: Consumers typically go through a series of

stages when making purchase decisions. These stages include problem
recognition, information search, evaluation of alternatives, purchase
decision, and post-purchase evaluation.

Marketing Mix: Elements of the marketing mix, including product,

price, place, and promotion, greatly influence consumer behaviour.
Effective marketing strategies consider these factors to meet consumer
needs and create value.

Consumer Research: Marketers employ various research techniques,

such as surveys, focus groups, and observational studies, to gain
insights into consumer behaviour. Research helps understand consumer
preferences, motivations, and decision-making processes.

Digital Influence: With the rise of the internet and e-commerce, digital
platforms have become integral in shaping consumer behaviour. Online
reviews, social media influence, personalized recommendations, and
targeted advertising significantly impact consumers' choices.

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PUREIT

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 PUREIT
Pureit is one of the world’s best-advanced water purifier. It is owned
by Hindustan Unilever Limited (HUL), a subsidiary of Unilever. Pureit
is known for providing safe drinking water solutions to households in
countries with inadequate access to clean drinking water.

Pureit water purifiers utilize various purification technologies to

remove impurities and contaminants from water, making it safe for
consumption. Some of the technologies employed by Pureit include:

Multi-Stage Filtration: Pureit water purifiers typically feature

multiple stages of filtration, including sediment filters, activated carbon
filters, and membrane filters. These stages work together to remove the
water's physical, chemical, and microbiological impurities.

Germkill Technology: Pureit purifiers often incorporate Germkill Kits

or cartridges that contain a combination of activated carbon and various
media to eliminate harmful bacteria, viruses, and parasites from the
water. This technology helps ensure the water is microbiologically safe
to drink.

Reverse Osmosis (RO) Technology: Some Pureit models use RO

technology, which involves passing water through a semi-permeable
membrane to remove dissolved solids, heavy metals, and other
contaminants. RO is effective in treating water with high levels of
dissolved impurities.

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Ultraviolet (UV) Purification: UV technology is employed in certain
Pureit purifiers to disinfect water by exposing it to ultraviolet light. The
UV rays deactivate and destroy the DNA of microorganisms, rendering
them harmless.

Pureit offers a range of water purifiers catering to different needs and

budgets. They have both electric and non-electric models, with varying
capacities to suit individual or family requirements. Pureit's products
are designed to be user-friendly and easy to maintain.

DIFFERENT MODELS OF PUREIT

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Pureit RO water purifiers
Pureit RO water purifiers come with advanced multi-stage
purification methods. These purifiers use RO + UV technology to
provide healthy water that’s uncompromisingly safe.

Pureit Copper RO – Immunity Boosting Copper Infused in RO

Water

An advanced purifier with 7 stage RO+UV+MF purification process

that not just purifies water but also enriches it with the goodness of
99.8% pure copper with its unique Copper charge technology™.

Pureit Eco Range – High Water-Saving ROs

MARVELLA Eco come with Eco Recovery™ Technology that

delivers Pureit range of Eco Water purifiers – ECO Water Saver,
MAX Water Saver, & efficient purification with a recovery rate of up
to 60%, giving you high water saving vs. other ROs. These water
purifiers save up to 80 glasses daily.

Pureit Ultima RO – With Digital Purity Indicator

Pureit Ultima RO senses water quality up to 5000 times a second to

show how pure the water is. Along with the real-time purity
indication, the digital display panel also shows tank water and filter
change indications.

REVITO MAX

Pureit Revito Max has 9 stages of purification ensures pure and

healthy drinkable water. It has 9 L storage capacity along with RO +

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UV+ MF technology. It has 70% water-saving capacity. Maximum
purified water is about 8000 litres.

REVITO PRO

Revito Pro has 8 stage purification process which ensures to get water
that is as safe as boiled water. It purifies up to 8000 litres and saves
up to 70% water. It is RO+MF+UV purifier.

VITAL MAX

Purifier Vital Max can purify water up to 24 litres per hour. It has
RO+UV+MP with 7L storage with Filtra power technology.

Pureit UV purifiers
For households with water supply having low TDS level, we have
Pureit UV purifiers that are sleek, modern, & compact and come with
advanced purification processes.

Classic UV Water Purifier

With a long filter life of 6000 litres as compared to ordinary purifiers,

this reduces the maintenance cost drastically, making it one of the
best low-maintenance UV purifiers.

Marvella UV Water Purifier

Comes with an Advance alert system which warns you 15 days before
the filter expiry & its auto shut-off stops the water if the filter is not
changed, thus providing 100% UV-purified safe drinking water.

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RESEARCH METHODOLOGY

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OBJECTIVES
1) To study about how brand loyalty affects consumer behaviour.
2) To study about how price of the product affect the consumer
behaviour.
3) To study about how advertisement affect the consumer behaviour.

CONCEPTUAL MODEL

Brand Loyalty

Price of Pureit

Consumer Behaviour

Advertisement

METHODS
The study is conducted is descriptive in nature. The study explains the
relation among brand loyalty, price, advertisement and consumer
behaviour.
The population for the study was the pureit users of Ernakulam
district. A sample of 20 pureit customers was selected for collecting
data on the study variables. An online questionnaire was used for the
data collection.

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DATA ANALYSIS AND INTERPRETATIONS

Majority are satisfied with the performance of their current

water purifier

Majority are rating high brand trust for their water purifier

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Majority of the respondents responded that their water purifier
price is affordable

80% responded that 5000-15000 is the best price range for a

water purifier when they consider buying of a purifier

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80% suggest that price of water purifiers is justified based on the
benefits they offer

Majority are considering rand trust when they buy a water

purifier

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70% of the respondents are willing to invest more on their water
purifier

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FINDINGS AND SUGGESTIONS

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From my two-month experience in sales. I have noticed that when a
person come to purchase water purifier, they first go for the product
which serves their need in affordable rate. In my store the rate of the
product is comparatively high when compared to other stores. If there
is a negotiable price then only the customer is ready to purchase.
Although the customers are not much aware about the pureit due to
the reason that there is less advertisements and promotion for the
product. So, the sales of the product completely depend upon the skill
of the salesperson. I suggest that there should be attractive
advertisement to catch the customers.
Company wants to Continuously invest in research and
development to improve the filtration technology. This include
innovations such as better removal of specific contaminants,improved
filter longevity and more efficient water purification processes.Also
company should introduce eco friendly features for example
recyclable filter cartridge,energy efficient operation etc. Finally,
company should provide comprehensive customer support through
multiple channels. Additionally, educate customers about the
importance of clean drinking water, waterborne diseases and proper
maintenance of their pureit purifiers.

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 BIBLIOGRAPHY

www.hul.com

http://www.hul.co.in

www.customercomplaint.in

www.golakindia.com

www.icmrindia.org

www.compareindia.com

www.pureit.in

www.hul.co.in

www.economictimes.com

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