Analysing the bottled water industry

Water is the 1 of the most of import necessity for life. There are different drinking-water demands for persons and they vary depending on the clime, physical activity and the bodyA civilization of every person. But for mean consumers H2O need is estimated to be approximately two to four litres per twenty-four hours.

Hire a custom writer who has experience.
It's time for you to submit amazing papers!

order now

The turning figure of instances of H2O borne diseases, increasing H2O pollution, increasing urbanisation, A increasing scarceness of pure and safe H2O etc has made the bottled H2O concern merely like other consumer points. Scarcity of drinkable and wholesome H2O at railroad Stationss, tourers spots, and function of touristry corp. etc. has besides added to the growthA Indians presently passing about $ 330m a twelvemonth on bottled H2O, analysts estimate. The packaged H2O market constitutes 15 per cent of the overall packaged drink industry, which has one-year gross revenues of at least $ 2.6bn, Deepak Jolly, a interpreter for Coca-Cola India said.A

President Dr. A.P.J. Abdul Kalam has urged childs on July 17, 2010 to be cognizant of H2O preservation techniques to avoid sedate H2O crisis in future. “ It is so sad that today, people are forced to purchase H2O in plastic bottles

The one-year volume of the universe bottled market of sums to 109 billion litres, an mean 17.5 litres of bottled H2O drunk annually per individual ( Zenith International, International Council of Bottled Water Association, 2000 ) . India ranks in the top 10 largest bottled H2O consumers in the universe ; its per capita per annum ingestion of bottled H2O is estimated to be five litres

Western Europeans are the major consumers, with an norm of 93 liters/person/year. Asians soon consume the least. Therefore there exists a huge possible market for bottled H2O in Asia.

In India the value of bottled H2O industry is around Rs 1000 crore and its turning with the rate of about 40 per centum yearly ( Business Today, 2001 ) and looking at the marketing possible many of the multinationals have entered the Indian market and has enhanced the selling activity to tap the undeveloped potency. Many of the trade names compete in a really narrow market sections, consisting majorly upon the Travel, Tourism, Caterers, Restaurants, and Hospital sections and Meeting local demands. The attending is presently being focused on tapping the huge potency presented by entry into flush / upper in-between category families. The bottled H2O market portion is majorly captured by Bisleri ( 51 per cent ) , Bailley ( 17 per cent ) , Yes ( 11 per cent ) and Followed by Kinley ( 10 per cent ) and Aquafina ( 4 per cent ) ( Beginning: BT Estimates June, 2001 ) . In the natural mineral H2O sector Evian, Perrier, bisleri, and Himalayan are the major trade names runing in India. Harmonizing to a survey conducted at national-level, there are more than 200 bottled H2O trade names in India and out of them about 80 per cent are local trade names. Except in the tube, a bottled-water maker was non to be found even in a one-room store, between 1999 and 2004. The Indian bottled H2O market grew at a compound one-year growing rate ( CAGR ) of 25 per cent – the highest in the world.A The entire one-year bottled H2O ingestion in India turned to 5 billionA litres in 2004 from 1.5 billion litres earlier in1999.A Global ingestion of bottled H2O was nearingA 200 billion litres in 2006.

The market leader is Bisleri International, which boasts a 40 per cent portion. It is followed by Coca -Cola ‘s Kinley ( around 25 per cent ) and PepsiCo ‘s Aquafina ( around 10 per cent ) .A The top participants in bottled H2O industry in India are the major international giants like Coca Cola, Pepsi, Nestle and noticeable presence of national participants like Mount Everest, Manikchand, Kingfisher, Mohan Meakins, SKN Breweries, Indian Railways so on. PepsiCo India has prepared program including, investing in capacity sweetening, boxing enterprises and below-the-line activities to pump up volumes in the over-crowded class. Meanwhile, India based Parle Agro is widening the fabrication installation forA Bailley from 29 to 60 workss. The Indian packaged H2O industry will shortly see a major hassle between Indian and international trade names to derive market share.A A major multinationals such as Coca-Cola and PepsiCo have been seeking from the past 10 old ages to capture the Indian bottled H2O market. Now eventually they have captured a important portion of it. However, Parle Bisleri kept its market portion of 40 per centum. Kinley and Aquafina are fast traveling up, with Kinley keeping 20-25 per cent of the portion and Aquafina about 10 per cent of the market.


As we know bottled H2O is sold in a assortment of bundles: pouches and spectacless, 330 milliliter bottles, 500 milliliter bottles, one- litre bottles and even 20- to 50-litre majority H2O battalions. The formal bottled H2O concern in India can be divided loosely into three sections in footings of cost: premium natural mineral H2O, natural mineral H2O and packaged imbibing water.A

Premium natural mineral H2O includes trade names such as Evian, San Pelligrino and Perrier, which are imported and priced between Rs.80 and Rs.110 a litre. Natural mineral H2O, with trade names such as Himalayan and Catch, is priced around Rs.20 a litre. Packaged imbibing H2O, which is nil but treated H2O, is the biggest section and includes trade names such as Parle, Bisleri, Coca-Cola ‘s Kinley and PepsiCo ‘s Aquafina. They are priced in the scope of Rs.10-12 a litre.


To analyze the consumer behaviour and version towards packaged imbibing H2O

To analyze trade name equity and market portion of assorted packaged imbibing H2O trade names

To analyze the selling schemes adopted by assorted packaged imbibing H2O trade names

To analyze the market incursion of assorted packaged imbibing H2O trade names

As the ingestion of mineral/packaged H2O is really high with our research we will seek to understand assorted factors which our impacting client behaviour, survey of different dependant and independent variables and application of suited trials will assist to compare and analyse the information and get the aims and successful completion of research.


We are carry oning this survey in the horizon of Indian context. We have undertaken survey to compare few packaged imbibing H2O trade names in Delhi and NCR part

Why bottled H2O?

Millions of people, both in rural and urban India, A suffer from inadequate or no tap H2O supply. A Even some parts of Mumbai, the state ‘s fiscal capital, A acquire a mere two hours of day-to-day H2O supply.A The turning figure of instances of H2O borne diseases, increasing H2O pollution, increasing urbanisation, A increasing scarceness of pure and safe H2O etc. has made the bottled H2O concern merely like other consumer itemsA Bottled waterA has been treated by distillment, rearward osmosis, or other suited procedure and that meets the definition of “ purified H2O ” .A The bottled H2O interventions include: A

A *A Distillation.A In this procedure, H2O is turned into a vapour. Since minerals are excessively heavy to zap, they are left behind, and the bluess are condensed into H2O once more.

A *A Reverse osmosis.A A Water is forced through membranes to take minerals in the H2O.

A *A Absolute 1 micrometer filtration.A A Water flows through filters that remove atoms larger than one micrometer in size, such as “ Cryptosporidium ” , a parasitic protozoon.

A *A Ozonation.A Bottlers of all types of Waterss typically use ozone gas, an antimicrobic agent, to disinfect the H2O alternatively of Cl, since Cl can go forth residuary gustatory sensation and olfactory property to the H2O.

In India around 100 companies sell an estimated 424 million litres of bottled H2O valued at around Rs 200 crore in the state yearly. Most bottlers claim that their H2O is 100 per cent bacteria-free and contains mineralsA that make it tastier and healthier. But is the H2O in these bottles truly safe to imbibe? Do they conform to international or national criterions? A

To happen out, the Ahmadabad-based Consumer Education and Research Society ( CERS ) , an independent non-profit establishment with a sophisticated product-testing research lab, late carried out a elaborate survey on 13 major trade names of bottled H2O available in the state. The national trade names — Bisleri ( separate samples were taken from their units in Bangalore, Ghaziabad, Calcutta and Baroda ) and Bailley ( Mumbai and Surat ) — were selected on the footing of their dominant place in the overall market. Bisil ( Mehsana ) , Golden Eagle ( Chennai ) , Aquaspa ( Mumbai ) , Saiganga ( Ahmednagar ) , Nirantar ( Thane ) , Tirupthi ( Chennai ) and Yes ( Nadiad ) were included because of their regional popularity. To conform to international criterions for such testing, 21 bottles of each trade name wereA tested in the CERS research lab against “ analytical ” and “ centripetal ” A parametric quantities every bit good as for “ microbiological ” taint. To guarantee equity, the consequences were sent to the single companies for their remarks


In India For the merchandise enfranchisement BIS have a strategy licences are being grated to makers who wish to claim that their bottled H2O trade name is up to the Indian criterions. It enables makers to utilize popularly known ISI grade under BIS Act 1986 after that On September 29, 2000 the Union Ministry of Health and Family Welfare issued a presentment [ No. 759 ( E ) , effectual from 29.3.2001 ] . An amendment to the Prevention of Food Adulteration Rules 1954, the BIS enfranchisement Mark is now compulsory for packaged imbibing H2O and packaged natural mineral H2O harmonizing to BIS H2O filled in hermetically certain containers of assorted composings, signifier, and capacities that is suited for direct ingestion without farther intervention. It is subjected to intervention: decantation, filtration, and combination of filtration, aeration, filtration with membrane filters, deepness filter, cartridge filter, activated C filtration, and demineralisation. It is disinfected to a degree that will non take to harmful taint in the imbibing H2O.

There are Separate criterions have been formulated by BIS for packaged imbibing H2O ( IS14543: 98 ) and for packaged natural mineral H2O ( IS 13428:98 ) . These criterions give parametric quantities to be tested and the demands to be met in several class of packaged H2O.

Harmonizing to BIS natural mineral H2O is different from packaged imbibing H2O it is obtained straight from natural or drilled beginnings like spring artesian good, drilled good or from an belowground water-bearing strata for which all possible safeguards should be taken within the protected margins to avoid any pollution of, or external influence on, the chemical and physical qualities. It is characterized by its content of certain mineral salts and their comparative proportion and the presence of certain trace elements of. It is required to be collected under conditions, which guarantee the original Natural bacteriological pureness and chemical composing of indispensable constituents and is bottled at the point of outgrowth of the beginning under hygienic conditions. First of all time bottled H2O in India under the name ‘Bisleri ‘ was foremost introduced in Mumbai by Bisleri Ltd. , a company of Italian beginning in 1965. This company was started by Signor FeliceA who foremost brought the thought of selling bottled H2O in India.

Parle bought over Bisleri ( India ) Ltd. In 1969 and started bottling Mineral H2O inA glass bottles under the trade name name ‘Bisleri ‘ . Later Parle switched over to PVC non- returnable bottles and eventually advanced to PET containers. Since 1995 Mr.Ramesh J. Chauhan has started spread outing Bisleri operations well and the turnover has multiplied more than 20 times over a period of 10 old ages and the mean growing rate has been about 40 % over this period. Presently it has 8 workss and 11 franchisees all over India. Bisleri command a 60 % market portion of the organized market. To disinfect the H2O alternatively of Cl, since Cl can go forth residuary gustatory sensation and olfactory property to the H2O. To disinfect the H2O alternatively of Cl, since Cl can go forth residuary gustatory sensation and olfactory property of the Cl and nevertheless it can be noted that retail merchants prefer Bisleri because people recall bottle H2O with name Bisleri.

The FDA besides classifies some bottled H2O harmonizing to its beginning.

Artesian good H2O: Water from a well that taps an aquifer — beds of porous stone, sand and Earth that contain H2O — which is under force per unit area from environing upper beds of stone or clay.A

Mineral H2O: Water from an belowground beginning that contains at least 250 parts per million sum dissolved solids. Minerals and hint elements must come from the beginning of the belowground H2O. They can non be added subsequently.

Spring H2O: Derived from an belowground formation from which H2O flows of course to the Earth ‘s surface. Spring H2O must be collected merely at the spring or through a borehole tapping the belowground formation feeding the spring. If some external force is used to roll up the H2O through a borehole, the H2O must hold the same composing and quality as the H2O that of course flows to the surface.A

Well H2O: Water from a hole bored or drilled into the land, which taps into an aquifer. Tap Water: Some bottled H2O besides comes from municipal beginnings — in other words — the pat. Municipal H2O is normally treated before it is bottled.


FDA defines bottle H2O as “ H2O that is intended for human ingestion and that is gross revenues in bottle or other containers, with no added ingredients except that may incorporate safe and suited antimicrobic agents ”

In the twelvemonth 1980 weA were able to see more alterations by debut of a pat fond regard where Iodine rosin was used to filtrate the H2O. Iodine deactivates the microbiological drosss to a great extent but with this it besides has side effects due to iodine and does non take attention of dissolved drosss mineral balance.

In the same twelvemonth Late 1980 ‘s it was seeable thatA Ultra VioletA based purifier, which filters dust and deactivates bacteriums to a much greater extent as compared to Iodine. U.V. based purifiers maintain the olfactory property and colour of H2O but even they do non unclutter out the dissolved drosss and mineral atoms. Therefore came the construct of mineral H2O.

Coverage demands are significantly less rigorous for bottled H2O installations and let the industry much latitude in measuring hazards every bit good as make appraisal of conformity hard. A ordinance organic structure was set in topographic point to sporadically and consistently roll up, compile, and assess complied statistical Information and was provided by the international Bottled H2O association ( IBWA ) on the bottled H2O industry. The IBWA has set the current one-year market for bottled H2O at approximately two billion gallons. Wells and natural springs are the chief beginnings for 75 per centum of bottled H2O and for remainder the beginning is the municipal H2O supplies. Wells and springs are considered to be the beginnings from land H2O.

There are different ordinance, regulations and Torahs for different counties. For illustration there is a ordinance in the United States, that whenever bottled H2O is being sourced from community H2O beginning so the label of bottle should advert this clearly so it is easy seen and recognizable. However in other instance if the H2O is subjected to distillment, deionization or change by reversal osmosis so it can be categorized that manner and so there is no demand to advert the beginning.

As we know Ground H2O base on ballss through pyrogenic stones due to which really little measures of mineral affair gets dissolved as we know this is because of the comparative unsolvability of the stone composing. Sedimentary stones as compared are more soluble than the pyrogenic stones. Because of their higher solubility, they combined with greater copiousness in the Earth ‘s crust ; they contribute a major part of the soluble components of land H2O ( Todd, 1959 ) . In countries reloading big volumes of H2O resistance such as alluvial watercourses or unreal recharge countries, the quality of the infiltrating surface H2O can hold intensive consequence on the land H2O. Salts are added to anchor H2O go throughing through dirts by soluble merchandises of dirt weathering and of eroding by rainfall and streamlined H2O. Excess irrigation H2O leaching to the H2O tabular array may lend significant measures of salt ( Todd, 1959 )

Qureshi and Barrett-Lennard ( 1998 ) reported that out of 560,000 tube-wells in the Indus Basin, approximately 70 % of them are pumping sodic H2O. Thus usage of sodic H2O has in bend affected the dirt wellness and decreased the harvest output. It further concludes that the geographic conditions of the country may pollute the belowground H2O. However, the beginning of beginning of land H2O every bit good as its recharge is of great importance for bottling companies as to keep the H2O criterion.

Jeffrey Smith.B. ( 2009 ) ( “ Supplying clean and safe imbibing H2O is a major challenge non merely in India but besides globally ” . ) As the taint of imbibing H2O has increased so the supplies and deficits due to overdrive has put significant emphasis non merely on the portability of this resource but besides on its handiness to the turning planetary population. Because packaged H2O provides an of import beginning of drinkable H2O for the Indian population, it is of import for all the stakeholders to reexamine and discourse best patterns, so that working together ; the Indian population can hold assurance in the packaged imbibing H2O.

Marie goeppert mayers Michael ( 2007 ) said that ( “ Consumers are profiled in footings of demographics and fluctuations by part ” . ) He besides discussed what motivates consumers to pay more Ns more for bottled H2O, than they do for the H2O that is available from their family tap.A Improvements have been made with respect to the gustatory sensation and wellness related qualities of products.A

In 1958 – the international bottle H2O association ( IBWA ) came in image which was a trade association of H2O process, distributors, and provider ‘s activities include proficient relation authorities dealingss and communicating.

E Selman n.keith ( 2005 ) conducted a study which revealed that the informations collected on bottled H2O production, specifically the production from the land H2O, the primary beginning of bottled H2O relation to other utilizations of land H2O, bottled H2O production was found to chair utilizations of land H2O.

In Feb. 1999, imbibing H2O foundation, The Natural Resources Defense Council ( NRDC ) issued a study by the rubric of “ Bottle Water: Pure Drink Pure Type? ” in which they raised legion incorrect allegations against bottled H2O.



Convenience and quality have made the facet of packaged imbibing H2O rather familiar. There are rather a few Numberss of trade names marketing their packaged imbibing H2O, and the assortment of the same is besides mushrooming with the debut of assorted manners namely, bottled, bubble top, and so on. But with the figure of trade names act uponing the purchase form, there comes the menace on domestic trade names, therefore a research has been carried over to analyse few trade names of packaged imbibing H2O to understand

a ) The consumer behaviour and version of packaged imbibing H2O,

B ) The trade name equity and market portion of assorted packaged imbibing H2O trade names,

degree Celsius ) The selling schemes adopted by assorted packaged imbibing H2O trade names, and,

vitamin D ) The market incursion of assorted packaged imbibing H2O trade names.


Simply put, a research design is the design for a survey that guides the aggregation and analysis of informations. The study research attack was used in this undertaking, saimple cause being that the consumer ‘s feedback was absolute for obtaining the information. A research undertaking, ab initio, needs a basic readying sing the issues related to topic selected. For this one needs to make some deskwork. Deskwork includes:

Determining the basic aims of the survey being pursued.

Bite of secondary informations related to the subject from beginnings like the cyberspace, magazines & A ; newspapers.

Analyzing the market, which one wants to cover?

Analyzing the aims on the footing of 2nd manus informations collected.

The above mentioned activities at the initial phase of the undertaking must be completed & amp ; so the chief portion would be focused upon.


Each of our aims has to be converted into certain inquiries in the questionnaire. The research aim will merely be fulfilled if we are able to make this transition successfully and efficaciously. The aims of our research are:

To analyze the consumer behaviour and version towards packaged imbibing H2O.

The concerned research inquiry matching to this aim are:

What type of H2O do you prefer to imbibe?

Mineral Water Filtered Water

How often do you imbibe mineral H2O?

Always Sometimes


You drink mineral H2O because it is:

Safe/Bacteria Free Handy/Portable

When experiencing thirsty you choose mineral H2O over soft drink?

Always Often

Sometimes Never

Rank the following parametric quantities as per your penchant while buying mineral H2O.

Trade name


Monetary value


To analyze trade name equity and market portion of assorted packaged imbibing H2O trade names.

The concerned research inquiries matching to this aim are:

Which trade name do you prefer while purchasing mineral H2O?

Bisleri Kinley Himalaya Qua

Rate these trade names on the factors given below ( 1=bad ; 5=excellent )

Factors Bisleri Kinley Himalaya Qua


Monetary value


Trade name


To analyze the selling schemes adopted by assorted packaged imbibing H2O.

The concerned research inquiries matching to this aim are:

Does advertisement of the merchandise have any consequence on your purchase?

Yes No

What size of packaged H2O do you normally prefer?

500ml 1 ltr

5ltr 20 ltr

To analyze the market incursion of assorted packaged imbibing H2O trade names.

The concerned research inquiries matching to this aim are:

Where do you purchase bottled imbibing H2O from?

Metro/Railway Station Bus Stand

Local Sellers Office/School

Cafeteria Retail Mercantile establishments

3.4 Participants

Population of the survey: the group of single to be studied. Our population of the survey covered the part of Delhi/NCR.

Sample size:

We had taken a sample size of 100 consumers who were our respondents. They were selected by simple random sampling, due to the fact that in this instance systematic sampling is non possible, do one can non state whether a individual is utilizing mineral H2O or non.

Sampling technique:

Simple Random sampling technique has been used in this undertaking. In simple random trying each unit of the population stands an equal opportunity of being selected in the sample size. Each unit has the same chance of being selected i.e. 1/N.




10 %


5 %

Cordial reception

15 %


15 %


40 %


15 %


One of the most basic distinction is between roll uping primary informations or secondary informations. Secondary informations aggregation is any information we may hold used, but which has non been specifically collected for the current selling research. But marketing research typically requires a batch of current informations that is non available through the secondary agencies. The methodological analysis used for the secondary informations that is already collected may be unknown therefore cogency and dependability of the information is non known.

Primary informations aggregation is the information that is collected specifically for the undertaking undertaken from the existent respondents such as consumers, traders, and other people associated to the research.

In our undertaking we have used primary informations aggregation method through questionnaire from the consumers. We had circulated the questionnaire online every bit good as manually.

3.6 Instrumentality

Mode Of Survey

The consumers had to make full up our questionnaire, which was our instrument of study.

While prosecuting the research, structured questionnaire with closed-ended inquiries were used.

Structured Questions: they improve the dependability of the survey, by guaranting that every respondent is asked the same inquiries.

Structured replies: structuring or standardising replies which the respondent can take from in a questionnaire besides achieves consistence of signifier. Additionally, it makes the reading of replies, analysis and tabular matter, easier than in the instance of unstructured replies.

Closed-ended inquiries: inquiries which construction the possible replies beforehand are known as closed-ended inquiries.

Fixing the questionnaire

The questionnaire was prepared maintaining in head the aims that we had laid down for the undertaking. Each aim had had a set of inquiries lined up.

The questionnaire followed the “ funnel attack ” i.e. the questionnaire follows a sequence get downing with the general inquiries foremost and with more specific and personal inquiries subsequently on to avoid specific inquiries biasing the general inquiries.

A close terminal questionnaire was prepared by us for the same intent, to be filled by the consumer.

We have used the undermentioned types of inquiries in our questionnaire,

Dichotomous inquiries

Multiple pick inquiries

Rating inquiries

Ranking inquiries

Semantic differential inquiries etc.


A pilot survey is a “ pre-study ” of your Fuller survey. It can besides be referred to as a illumination survey of the undertaking. In order to better the macro image, it is to a feasibleness survey, a little experiment designed to garner logistics and information prior to a larger survey in order to better the latter ‘s efficiency and quality.

A pilot survey will uncover lacks in the design, if any, of the proposed experiment or processs and these can so be rectified before a larger image is painted utilizing more attempts and resources.

By and large a pilot survey is miniscule in forepart of the whole experiment, and hence would supply merely limited information on the beginnings and magnitude of fluctuation of response steps.

In our undertaking we carried out a pilot survey on 20 consumers as respondents. Our choice was once more through simple random sampling. The pilot survey helped us in the restructuring of certain inquiries missing the simpleness and effectivity of a study. Through this pilot survey we could do the appropriate and necessary alterations in our research instrument on clip instead than after finishing the research paper.


After aggregation of informations another work necessary for any informations aggregator is to right analyse that information. Statistical tools helped us to correctly analyze the information. The statistical tool that we have used in our undertaking is SPSS package.

SPSS ( originally, statistical bundle for societal scientific disciplines ) was released in its first version in 1968 after being developed by Norman H. Nie and C. Hadlai Hull.

Statisticss included in the basic package:

Descriptive Statisticss: Cross Tabulation, Frequencies, Descriptive, Explore, Descriptive Ratio Statistics

Bivariate Statisticss: Mean, T-Test, Anova, Correlation ( Bivariate, Partial, Distances ) , Non Parametric Trials

Prediction for numerical results: Linear Regression.

Prediction for placing groups: Factor Analysis ; Cluster Analysis ( Two-Step, K-Means, Hierarchical ) , Discriminant.

The statistical tools used in the undertaking are:

Attribut Based Perceptual Mapping Using Discriminant Analysis

Discriminant Analysis




Every undertaking study has restrictions, our undertaking which was “ Comparative Survey Of Few Packaged Drinking Water Brands ” besides faced certain restrictions.

We observed the undermentioned restrictions:

The sample size of our undertaking i.e 100 respondents was excessively little in comparing to the population. Too little a sample would hold affected the dependability of the determination from the research.

The information aggregation was done in some parts of Delhi and noida. the undertaking was generalized for the full delhi/ncr part.

There might hold been biasness on the portion of the respondents.

3.10 Summary

Research methodological analysis and processs are the most of import portion of a undertaking study. The determination and the consequence of the research depends upon the methods used, the informations aggregation, the research inquiries, the information analysis tools used.

The concluding aim of a research is to accomplish what it was meant to accomplish. The transition of the aims into the questionnaire and finally the findings from the research is the nucleus of the research undertaking.



Quantitative informations aggregation

The valuable informations for the research has been taken from the given beginning ;

Primary informations

. The information was collected from:

1.a Customer Surveys – A carefully structured questionnaire used to mensurate client attitudes, degrees of perceptual experience, purposes to buy etc.

1.b The questionnaires have been filled online and through personal interview.


2.a Statistical Package for the Social Sciences was used for informations analysis.

Qualitative findings helped us to efficaciously give voice and place inquiries and extinguish ambiguity ( in questionnaire/survey ) by supplying a platform to better understand trade name penchant, trade name equity, selling schemes and consumer behaviour. The findings that emerged from the above mentioned research methods are important in measuring our aims.

4.2 Findingss

Through One Way Anova we came to cognize that the frequence of purchase of packaged mineral H2O by the consumer does non meet significantly on the consumer ‘s income. Whereas the ingestion measure of packaged mineral H2O by the consumer converges significantly on the income of the consumer. This helps us in understanding monetary value sensitiveness of the consumer while make up one’s minding the measure of ingestion of packaged imbibing H2O

Bisleri the trade name has a strongest trade name equity which attributes to its success in comparing to its other properties like monetary value, packaging, gustatory sensation and handiness.The unstandardised discriminant map would assist us in classify the client as favourable and unfavourable. It helps us in understanding the version towards packaged imbibing H2O.

There is a weak correlativity between Qua, Himalaya, Bisleri and Kinley on the bases of monetary value. Therefore connoting the companies do non follow a competitory pricing scheme for addition in gross revenues. The monetary value war between the trade names is miniscule.

Bisleri is doubtless the market leader in comparing to Qua, Kinley and Himalaya as 69 % of consumers prefer Bisleri.



The analysis of discrepancy technique was used to find the consequence of one-year income of the clients on their frequence of purchase of packaged imbibing H2O and on the measure of their purchase.

The ANOVA tabular array contains the significance of F-test and it is used to prove the void hypothesis that the values of the frequence of purchase and measure of purchase are non significantly different from each other, at different intervals of one-year income. There are two hypotheses here.

From the end product tabular array we found that the significance degree of frequence of purchase is 0.731 which is more than 0.05 so null-hypothesis is accepted. However, the significance degree for measure of purchase is 0.026 and here void hypothesis is rejected.

It can therefore be interpreted that although fluctuation in one-year income is unable to do important fluctuation in the frequence of purchase but it proves that, at the 95 per cent assurance degree, fluctuation in one-year income is able to do important fluctuation in measure of purchase.

Table 4.1 Anova

Sum of Squares


Mean Square



Q2.How often do you imbibe mineral H2O? ( tag one merely )

Between Groups






Within Groups







Q10.What size of packaged H2O do you normally prefer? ( tag one merely )

Between Groups






Within Groups









From the end product table “ categorization matrix ” , we can detect that the discriminant map, obtained, is able to sort 100 % of all the clients. Therefore the discriminant theoretical account gives us a categorization ( or anticipation ) truth degree of 100 % .

Table 4.2 Categorization Consequences

make you prefer bisleri

Predicted Group Membership


















a.100.0 % of original sorted instances right classified.

From the following tabular array, the value of Wilk ‘s Lambda is found to be.042. Since the value is closer to 0 it indicates better know aparting power of the theoretical account. The chance value for qis square trial indicates that the favoritism between the groups is extremely important. This is because p-value is.000.

Table 4.3 Wilks ‘ Lambda

Trial of Function ( s )

Wilks ‘ Lambda







We have 4 independent variables, Bisleri evaluation on the footing of monetary value, handiness, gustatory sensation, trade name and packaging, with one being a better forecaster on purchase of national trade name. From the following tabular array it can be inferred that the best forecaster, of the purchasing behavior for Bisleri, is the trade name power itself.

Table 4.4 Standardized Canonical Discriminant Function Coefficients

bisleri on bases of monetary value

bisleri on bases of handiness

bisleri on the bases of gustatory sensation

bisleri on the bases of trade name

bisleri on the bases of packaging

Categorization of a new client into purchase behavior for the trade name “ Bisleri ” can be judged from the tabular array where the agency options yes and no are plotted on a scale ranging from -7.089 to +3.185. If the discriminant mark of a client falls to the left of the center ( zero ) we classify him as 1 who would non purchase Bisleri and the 1 on the right signifies a penchant to purchase Bisleri.

Table 4.5 Functions at Group Centroids

make you prefer bisleri



Unstandardized canonical discriminant maps evaluated at group agencies

The unstandardised discriminant fuction is:

Y= -7.089+ 0.727 ( monetary value evaluation ) + 0.577 ( handiness ) + 0.570 ( gustatory sensation evaluation ) + 0.421 ( trade name ) + 0.583 ( packaging )

If we have a client ‘s evaluations for monetary value, handiness, gustatory sensation, trade name and packaging so the above discriminant map gives us the mark that helps the retail mercantile establishment to sort the client.

Table 4.6 Canonical Discriminant Function Coefficients



bisleri on bases of monetary value


bisleri on bases of handiness


bisleri on the bases of gustatory sensation


bisleri on the bases of trade name


bisleri on the bases of packaging


( Constant )


Unstandardized coefficients



The values of the correlativity tabular array are standardized, and scope from 0 to 1 ( +ve and -ve ) . The trade names Bisleri, Himalaya, kinley and Qua are weakly correlated on the footing of monetary value but the correlativity is important the 0.01 degree.

Table 4.7 Correlations

bisleri on bases of monetary value

Himalayas on the bases of monetary value

kinley on the bases of monetary value

bisleri on bases of monetary value

Pearson Correlation




Sig. ( 2-tailed )







Himalayas on the bases of monetary value

Pearson Correlation




Sig. ( 2-tailed )







kinley on the bases of monetary value

Pearson Correlation




Sig. ( 2-tailed )







qua on the bases of monetary value

Pearson Correlation




Sig. ( 2-tailed )








** . Correlation is important at the 0.01 degree ( 2-tailed ) .



The undermentioned figure represents the perceptual map of assorted attributes- monetary value, handiness, packaging, taste- for assorted trade names viz. Bisleri, Himalaya, Kinley and Qua.

Those variables closer to a given axis ( dimension represented by the discriminant map ) are lending more to the reading of that dimension. Looking at all variables that contribute to a given axis ( dimension ) , we can label the dimension as a combination of those variables.

As seen from the graph, Qua has its alone place on the map. In add-on we have besides plotted values of the properties on the same two dimensions ( each discriminant map represents a dimension ) . As we can see, dimension 1 seems to be a combination of gustatory sensation and handiness ( closest to x-axis ) . This is besides apparent from the standardised discriminant coefficients for handiness ( 0.981 and -0.267 ) on dimension 1, from the end product tabular array labeled “ standardised canonical discriminant and map coeffients ” .

Dimension 2 seems to consist of monetary value. This is besides apparent from its standardised coefficient on dimension 2, from the tabular array.

Table 4.8 Standardized Canonical Discriminant Function Coefficients




Monetary value












Table 4.9 Functions at Group Centroids

Company name
















Unstandardized canonical discriminant maps evaluated at group agencies

Trade names and their associations

While Bisleri and Kinley are stronger in Dimension 1 ( gustatory sensation and handiness ) , Himalaya seems to be closer to Dimension 2. However Qua seems to be weak in both the dimensions as compared to its rivals.

Table 4.10 Perceptual Mapping

Chapter 5 – Decision AND RECOMMENDATION


Qua should better its selling schemes as it has still non been able to place itself in the head of the clients.

Bisleri should go on to increases its trade name equity as it is the strongest property of the merchandise The company can heighten its trade name equity through supplying value to the client

For Cost Leadership Bisleri can make monetary value distinction in comparing to its rivals

Bisleri should work on its other properties like monetary value, handiness, gustatory sensation and packaging

As per the perceptual map Bisleri and Kinley need to work on monetary value and packaging. While Himalaya good in monetary value and packaging demands to work on its gustatory sensation and handiness. Qua on the other manus has to work on all four factors viz. boxing, monetary value, handiness and gustatory sensation.


Cluster perceptual experience function can be done

Further enhanced survey can be done in deepness about the different selling schemes of the four trade names viz. Qua, Himalaya, Bisleri and Kinley.

Survey can be undertaken for Bettering the public presentation of Qua in the Indian market.


I'm Heather

Would you like to get such a paper? How about receiving a customized one?

Check it out