PROJECT REPORT

On
“CONSUMER BEHAVIOUR”
AT

“GEE Sales & Marketing Pvt. Ltd.”

A Project Report Submitted in partial fulfillment of the requirements for the Award of degree (BBA)

2014-2017

Submitted by: Nikhil Chugh Guided by: Aditya Vij

(Student Name) (Internal Guide)

1
BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL OF
DISTANCE EDUCATION Academic Study Center - BVIMR, New Delhi an
ISO 9001:2008 Certified Institute NAAC Accredited Grade “A” University

2
 DECLARATION

I NIKHIL CHUGH hereby declare that the project titled “CONSUMER BEHAVIOR AT
GEE Sales & Marketing Pvt. Ltd.” submitted by me as part of partial fulfillment for the award
of the Bachelors of Business Administration MARKETING MANAGEMENT, at BHARATI
VIDYAPEETH DEEMED UNIVERSITY is a record of bonafide work done by me. I also
declare that this report has to my knowledge is my own and is neither submitted to any other
university nor published any time before.

NIKHIL CHUGH

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 ACKNOWLEDGEMENT

I express my sincere thanks to Mr. A.R. Deshmukh, Director BVUSDE, Bharati Vidyapeeth
Deemeed University for helping me in many ways throughout the period of my project with his
timely suggestions. I sincerely owe my respect and gratitude to Mr. Aditya Vij, Project Guide,
for his continuous and patient encouragement during all times of my project and helped me in
completing this study successfully.

I thank every employee of the factory for his/her help and guidance in completing my project. I
also greatly thank all the customers (The GODS of my Project) without whose feedback this
project would stand nothing. I am deeply indebted to my parents and family members for their
warm love and support throughout my life. In addition I am grateful to all those who helped
directly or indirectly for completing this project work successfully.

NIKHIL CHUGH

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 CONTENTS

S.NO CHAPTER PAGE NO

CHAPTER-1: Introduction to the Project 5
 Introduction to Consumer Behaviour 6
 Nature of Consumer Behaviour 7
 Importance of Consumer Behaviour In markets 12

CHAPTER-2: Literature Review 15

CHAPTER-3: About the Company 21
 History 23
 Organizational structure 26
 Role of Consumer Behaviour and Marketing 29
 Types of Involvement 31
 Importance of Consumer Behaviour to Business 32
Managers
CHAPTER-4: Research Methodology 33
CHAPTER-5: Data Analysis 39
CHAPTER-6: Findings 50
CHAPTER-7: Conclusion and Suggestions 52
CHAPTER-8: Bibliography 54

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 CHAPTER-1

INTRODUCTION TO THE PROJECT

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INTRODUTION TO CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact everybody in this world
is a consumer. Every day of our life we are buying and consuming an incredible variety of goods
and services. However, we all have different tastes, likes, dislikes, and adopt different behavior
patterns while making purchase decisions. The term consumer behavior refers to the behavior
that consumers displaying searching for purchasing using evaluation and disposing in searching
for purchasing using evaluating and disposing of products and services that they exact will
satisfy o how individuals make decisions to send their available resources (time, money and
effort) on consumption related items. It includes the study of what they buy´, ´Why they buy´,
When they buy it´, Where they buy it´, how often they buy it´ and how often they use.

Consumer behavior is the study of how individual customers, groups or organizations

select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers
to the actions of the consumers in the marketplace and the underlying motives for those actions

Meaning and Definition:

Consumer behavior is the study of how individual customers, groups or organizations select,

buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and

services, they will be able to determine—which products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The

perspective of role theory assumes that consumers play various roles in the marketplace. Starting

from the information provider, from the user to the payer and to the disposer, consumers play
these roles in the decision process.

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The roles also vary in different consumption situations; for example, a mother plays the role of

an influencer in a child’s purchase process, whereas she plays the role of a disposer for the
products consumed by the family.

Some selected definitions of consumer behaviour are as follows:

1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and decision
processes of people who purchase goods and services for personal consumption’.

2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical

activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services’.

Nature of Consumer Behaviour :

1. Influenced by various factors:

The various factors that influence the consumer behaviour are as follows:
a. Marketing factors such as product design, price, promotion, packaging, positioning and dis-
tribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and attitudes towards
the product.

d. Situational factors such as physical surroundings at the time of purchase, social surroundings
and time factor.

e. Social factors such as social status, reference groups and family.

f. Cultural factors, such as religion, social class—caste and sub-castes.

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2. Undergoes a constant change:
Consumer behaviour is not static. It undergoes a change over a period of time depending on the

nature of products. For example, kids prefer colourful and fancy footwear, but as they grow up as

teenagers and young adults, they prefer trendy footwear, and as middle-aged and senior citizens

they prefer more sober footwear. The change in buying behaviour may take place due to several
other factors such as increase in income level, education level and marketing factors.

3. Varies from consumer to consumer:

All consumers do not behave in the same manner. Different consumers behave differently. The

differences in consumer behaviour are due to individual factors such as the nature of the

consumers, lifestyle and culture. For example, some consumers are technologies. They go on a
shopping and spend beyond their means.

They borrow money from friends, relatives, banks, and at times even adopt unethical means to

spend on shopping of advance technologies. But there are other consumers who, despite having

surplus money, do not go even for the regular purchases and avoid use and purchase of advance
technologies.

4. Varies from region to region and country to county:

The consumer behaviour varies across states, regions and countries. For example, the behaviour

of the urban consumers is different from that of the rural consumers. A good number of rural
consumers are conservative in their buying behaviours.

The rich rural consumers may think twice to spend on luxuries despite having sufficient funds,

whereas the urban consumers may even take bank loans to buy luxury items such as cars and

household appliances. The consumer behaviour may also varies across the states, regions and
countries. It may differ depending on the upbringing, lifestyles and level of development.

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5. Information on consumer behaviour is important to the marketers:
Marketers need to have a good knowledge of the consumer behaviour. They need to study the
various factors that influence the consumer behaviour of their target customers.

The knowledge of consumer behaviour enables them to take appropriate marketing

decisions in respect of the following factors:

a. Product design/model

b. Pricing of the product

c. Promotion of the product

d. Packaging

e. Positioning

f. Place of distribution

6. Leads to purchase decision:

Positive consumer behaviour leads to a purchase decision. A consumer may take the decision of

buying a product on the basis of different buying motives. The purchase decision leads to higher

demand, and the sales of the marketers increase. Therefore, marketers need to influence

consumer behaviour to increase their purchases.

7. Varies from product to product:
Consumer behaviour is different for different products. There are some consumers who may buy

more quantity of certain items and very low or no quantity of other items. For example, teenagers

may spend heavily on products such as cell phones and branded wears for snob appeal, but may

not spend on general and academic reading. A middle- aged person may spend less on clothing,
but may invest money in savings, insurance schemes, pension schemes, and so on.

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8. Improves standard of living:
The buying behaviour of the consumers may lead to higher standard of living. The more a person

buys the goods and services, the higher is the standard of living. But if a person spends less on

goods and services, despite having a good income, they deprives themselves of higher standard
of living.

9. Reflects status:
The consumer behaviour is not only influenced by the status of a consumer, but it also reflects it.

The consumers who own luxury cars, watches and other items are considered belonging to a
higher status. The luxury items also give a sense of pride to the owners.

STAGES IN CONSUMER DECISION MAKING PROCESS

An individual who purchases products and services from the market for his/her own personal
consumption is called as consumer.

To understand the complete process of consumer decision making, let us first go through the
following example:

Tim went to a nearby retail store to buy a laptop for himself. The store manager showed him all
the latest models and after few rounds of negotiations, Tim immediately selected one for himself.

In the above example Tim is the consumer and the laptop is the product which Tim wanted to
purchase for his end-use.

Why do you think Tim went to the nearby store to purchase a new laptop?

The answer is very simple. Tim needed a laptop. In other words it was actually Tim’s need to
buy a laptop which took him to the store.

The Need to buy a laptop can be due to any of the following reasons:

 His old laptop was giving him problems.

 He wanted a new laptop to check his personal mails at home.
 He wanted to gift a new laptop to his wife.
 He needed a new laptop to start his own business.

The store manager showed Tim all the samples available with him and explained him the
features and specifications of each model. This is called information. Tim before buying the
laptop checked few other options as well. The information can come from various other sources
such as newspaper, websites, magazines, advertisements, billboards etc.

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This explains the consumer buying decision process.

A consumer goes through several stages before purchasing a product or

service.
NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION?

1. Step 1 - Need is the most important factor which leads to buying of products and
services. Need in fact is the catalyst which triggers the buying decision of individuals.

An individual who buys cold drink or a bottle of mineral water identifies his/her need as
thirst. However in such cases steps such as information search and evaluation of
alternatives are generally missing. These two steps are important when an individual
purchases expensive products/services such as laptop, cars, and mobile phones and so on.

2. Step 2 - When an individual recognizes his need for a particular product/service he tries
to gather as much information as he can.

An individual can acquire information through any of the following sources:

 Personal Sources - He might discuss his need with his friends, family members,
coworkers and other acquaintances.
 Commercial sources - Advertisements, sales people (in Tim’s case it was the store
manager), Packaging of a particular product in many cases prompt individuals to
buy the same, Displays (Props, Mannequins etc)
 Public sources - Newspaper, Radio, Magazine
 Experiential sources - Individual’s own experience, prior handling of a particular
product (Tim would definitely purchase a Dell laptop again if he had already used
one)
3. Step 3 - The next step is to evaluate the various alternatives available in the market. An
individual after gathering relevant information tries to choose the best option available as
per his need, taste and pocket.
4. Step 4 - After going through all the above stages, customer finally purchases the product.

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 5. Step 5 - The purchase of the product is followed by post purchase evaluation. Post
purchase evaluation refers to a customer’s analysis whether the product was useful to him
or not, whether the product fulfilled his need or not?

IMPORTANCE OF CONSUMER BEHAVIOUR TO MARKETERS

It is important for marketers to study consumer behaviour. It is important for them to know
consumers as individual or groups opt for, purchase, consumer or dispose products and services
and how they share their experience to satisfy their wants or needs (Solomon, 2009). This helps
marketers to investigate and understand the way in which consumers behave so that they can
position their products to specific group of people or targeted individuals.
In regard to the marketer's view point, they assume that the basic purpose of marketing is to sell
goods and services to more people so that more profit could be made. This principle of making
profits is heavily applied by almost all marketers. Earlier, the marketers were successful in
accomplishing their purpose. However, today, as the consumers are more aware about the use of
product and other information of the product, it is not easy to sell or attract customer to buy the
product (Kumar, 2004). Thus, in order to sell a product or service or to convince consumers to
buy product, the marketers have to undergo through proper research to win them over.
The following are some of the points discussed that explains the value to marketers of
understanding and applying consumer behaviour concepts and theories.

 To understand Buying Behaviour of consumers

 To create and retain customers though online stores
 To Understand the factors influencing Consumer's buying Behaviour
 To understand the consumer's decision to dispose a product or services
 To increase the knowledge of sales person influence consumer to buy product
 To help marketers to sale of product and create focused marketing strategies

1. To understand Buying Behaviour of consumers

The study of consumer behaviour helps marketers to recognize and forecast the purchase
behaviour of the consumers while they are purchasing a product. The study of consumer
behaviour helps the marketers not only to understand what consumer's purchase, but helps to
understand why they purchase it (Kumar, 2004). Moreover, other questions like how, where and
when they purchase it are also answered. The consumption and the reasons behind disposition of
that particular product or services help marketers to be fully aware of the product that is
marketed. The consumer behaviour studies also help marketers to understand the post purchase
behaviour of the consumers. Thus, the marketers become fully aware about every phase of
consumption process i.e., pre-purchase behaviour, behaviour during purchase and post purchase
behaviour. Many studies in the past shows that each consumer behaves differently for a product
i.e., they buy the product for different reasons, pays different prices, used the product differently
and have different emotional attachments with the product (Solomon, 2009).

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2. To create and retain customers though online stores
Professor Theodore Levitt says that consumer behaviour is of most importance to marketers in
business studies as the main aim is to create and retain customers (Kumar, 2004). If the
consumers are satisfied with the product, he or she will buy the same product again. Therefore,
the product should be marketed by markers in such a way that convince customer to buy the
product. Thus, creating customer and the retaining those customers are important. These can be
done through understanding and paying close attention towards the consumer's behaviour while
making purchase decision or buying a product in market place. Moreover, the information
published on the websites largely influence the customer's buying behaviour. Such information
on published sources arouse consumer to buy a product or service. Moreover, updating such
information will help the consumer to retain to a product or re try the product if the product has
dissatisfied them (Solomon, 2009).

3. To understand the factors influencing Consumer's buying Behaviour

It is important for marketers to consider the factors that affect the buying behaviour of consumer
before entering the market. There are many factors that can influence the purchase decision of
consumers such as social influence, cultural influences, psychological factors and personal
factors (Super Professor, 2011). Understanding these factors helps marketers to market the
product on right time to the right consumers. For example, if marketer is marketing a product
which is Halal. The marketers first consider all the factors that can influence consumers to buy
Halal products, where they can target specific areas where Halal food is more sold.
The marketers need to pay attention to cultural influences such as religion, values and norms of
the people or societies targeted and lifestyle of the targeted consumers. The marketers can
propose different strategies that convince the targeted consumers to buy marketed products or
services.
Moreover, the marketers should be ascertain the factors that influence and affects purchase
decision of consumers (Solomon, 2009). If the marketers failed to understand the factors that
might influence consumers, they will fail to convince the consumer to purchase that product or
will fail to meet the demands of consumers. Some variables cannot be directly observed (Super
Professor, 2011). In such case, thorough understanding of concepts and theories of consumer
behaviour helps marketers to predict the consumer's buying behaviour to a reasonable extent.
Thus, understanding consumer's behaviour to buy a product is complex and requires marketers to
continuously understand and apply various concepts and theories for successful marketing.

4. To increase the knowledge of sales person influence consumer to buy product

All the products and services marketed revolve around the behaviour of consumers that how they
will respond to them. Effective marketing of a product by sales people may help to deliver right
product to right people. Consumer behaviour deals with the knowledge of what the consumers
need and want to buy and what goods and services are available to satisfy their needs. Thus,
consumer behaviour deals with particularly with the behaviour of people i.e., consumers. It is
important for sales person to be fully aware of the customer's requirement so that he or she could
clearly communicate the benefits of the product to the customers. Moreover, the sales person by
understanding consumer's demand and need for a product can sell goods that are most closely
related to their requirement. Besides understanding consumer behaviour, the sales person should
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also have command over their spoken language. This is because any miscommunication could
harm brand reputation. Moreover, if the consumers have more knowledge about the product than
the sales person, the sales might fail to meet their targets. Thus, analyzing consumer's behaviour
and knowledge for effective marketing of products by sales people are important. The sales
people must be fully aware of the consumer's behaviour in different situations so that they could
help them in meeting their demands and satisfaction (Solomon, 2009).

5. To understand the consumer's decision to dispose a product or services

Disposal of product involves throwing away of products by the consumers (Solomon, 2009).
This behaviour of consumer is very complex and requires more importance by the marketers.
Understanding the consumer's behaviour about how and when consumers dispose a product, the
marketers or the companies can position themselves so that this behaviour could be limited.
If the product or services that have failed to deliver required or expected satisfaction by the
consumers, the product is disposed by the customers. For this, some marketers track the follow
up from the consumers so that they can gauge the reason behind failure of the product.
Moreover, in order to retain customers, some marketers or organizations offer customers with
services like exchange of product, money back guarantee etc. Although, these tools are helpful to
influence post purchase behaviour of consumers to some extent.
The method of disposition varies transversely from product to product. Some of the factors that
lead to consumer's behaviour to dispose a product include psychological characteristics,
situational factors or the intrinsic factors of product. The psychological characteristics include
attitude, mood, emotion, social class, social conscience, perception etc. The situational factors
such as urgency, functional use, fashion change etc. and intrinsic factors such as product style,
durability, reliability, adaptability, replacement cost, colour, size etc. can lead to consumer's
decision to dispose a product.
For example, the personal computers sold previously were largely demanded by consumers.
However, due to change in size, advancing technology, affordability, convenience; most people
have switched to laptops and mobiles with operating systems have disposed personal computers
to a greater extent.

6. To help marketers to optimize sale of product and create focused marketing strategies

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 CHAPTER-2
LITERATURE REVIEW

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Consumer behaviour is the study of individuals, groups, or organizations and the processes they
use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their
needs and wants.
https://en.wikipedia.org/wiki/Consumer_behaviour
Consumer behaviour is the study of individuals, groups, or organizations and the processes they
use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their
needs and wants. It is also concerned with the social and economic impacts that purchasing and
consumption behaviour has on both the consumer and wider society.[1] Consumer behaviour
blends elements from psychology, sociology, social anthropology, marketing and economics,
especially behavioral economics. It examines how emotions, attitudes and preferences affect
buying behaviour. Characteristics of individual consumers such
as demographics, personality lifestyles and behavioral variables such as usage rates, usage
occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand
people's wants and consumption are all investigated in formal studies of consumer behaviour.
The study of consumer behaviour also investigates the influences, on the consumer, from groups
such as family, friends, sports, reference groups, and society in general.
https://en.wikipedia.org/wiki/Consumer_behaviour

Any individual who purchases goods and services from the market for his/her end-use is called a
consumer.

In simpler words a consumer is one who consumes goods and services available in the market.

Example - Tom might purchase a tricycle for his son or Mike might buy a shirt for himself. In
the above examples, both Tom and Mike are consumers.

http://www.managementstudyguide.com/what-is-consumer-behaviour.htm

Consumer behaviour is the study of how individual customers, groups or organizations select,

buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and

services, they will be able to determine—which products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers.

http://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-behaviour-
meaningdefinition-and-nature-of-consumer-behaviour/32301/
Marketing is so much more than creating a catchy phrase or a jingle people will sing for days.
Understanding consumer behavior is a vital aspect of marketing. Consumer behavior is the study
of how people make decisions about what they buy, want, need, or act in regards to a product,
17
 service, or company. It is critical to understand consumer behavior to know how potential
customers will respond to a new product or service. It also helps companies identify
opportunities that are not currently met.
A recent example of a change in consumer behavior is the eating habits of consumers that
dramatically increased the demand for gluten-free (GF) products. The companies that monitored
the change in eating patterns of consumers created GF products to fill a void in the marketplace.
However, many companies did not monitor consumer behavior and were left behind in releasing
GF products. Understanding consumer behavior allowed the pro-active companies to increase
their market share by anticipating the shift in consumer wants.
http://study.com/academy/lesson/what-is-consumer-behavior-in-marketing-factors-model-
definition.html
How many times throughout the day do people make product decisions? If you stop to think
about it, many product decisions are made every day, some without much thought. What should I
wear? What should I eat? What am I going to do today? Many product decisions are answered
routinely every day and they help move the economy of cities, countries and ultimately the
world.
 Provide value and customer satisfaction.
 Effectively target customers.
 Enhance the value of the company.
 Improve products and services.
 Create a competitive advantage
 Understand how customers view their products versus their competitors’ products.
 Expand the knowledge base in the field of marketing,
 Apply marketing strategies toward a positive effect on society (encourage people to support
charities, promote healthy habits, reduce drug use etc.)
http://www.marketingteacher.com/what-is-consumer-behavior/

The study of consumers helps firms and organizations improve their marketing strategies
by understanding issues such as how

 The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products, and retailers);
 The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing decisions;
 Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
 How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and
 How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.

18
https://www.consumerpsychologist.com/
Consumer behaviour is comparatively a new field of study which evolved just after the Second
World War. The sellers’ market has disappeared and buyers’ market has come up. This led to
paradigm shift of the manufacturer‘s attention from product to consumer and specially focused
on the consumer behaviour. The evaluation of marketing concept from mere selling concept to
consumer oriented marketing has resulted in buyer behaviour becoming an independent
discipline. The growth of consumerism and consumer legislation emphasizes the importance that
is given to the consumer. Consumer behaviour is a study of how individuals make decision to
spend their available resources (time, money and effort) or consumption related aspects (What
they buy? When they buy? How they buy? Etc.)
http://www.pondiuni.edu.in/storage/dde/downloads/markiii_cb.pdf
Consumer behavior is all about the way people buy and use products and services.
Understanding consumer behavior can help you be more effective at marketing, design, product
development, and every other initiative that impacts your customers. Join marketing professor
Drew Boyd for a look at how consumer behaviors such as motivation, appetite for risk,
personality, attitude, and perception, as well as feedback from friends and family, impact buying
decisions. Drew also discusses how individual consumers as well as organizations buy products
and services, and how you can connect with them after a purchase.
https://www.lynda.com/Business-tutorials/Understanding-Consumer-Behavior/371321-
2.html
Drawing heavily from the fields of psychology, anthropology and economics; the concepts of
Consumer Behaviour puts forth the decision-making processes of buyers, both individually and
in groups. It studies the decision-making parameters at both individual as well as group levels as
endeavors to understand the consumer preferences and choice heuristics. The course will also
bring forth the parameters, process and conflicts while considering family as decision-making
unit. The course will sensitize the participants about how the aforesaid concepts will help them in
designing appropriate marketing mix and the overall marketing strategy.
https://onlinecourses.nptel.ac.in/noc17_mg05/preview

For many companies, non-profit organizations, and political figures, success relies on
understanding the “consumers.” What is it that they really want, and why? What information will
they attend to, and what will they ignore? How do they make decisions, why do they sometimes
make bad ones, and how can we help them make better ones? It can be tempting to answer these
questions intuitively, based on your own experiences as a consumer. However, intuitions about
human psychology are often wrong.

The course will provide an introduction to the basic theories for understanding consumer
behaviour. Different from traditional business management courses which often skim, we dig
deeper into all the fundamental psychological theories so that you have a thorough understanding
of the root theories on which many consumer insights are based.

http://www.lse.ac.uk/study/summerSchools/summerSchool/courses/Business%20and%20M
anagement/MG103.aspx

19
 'This book provides a thorough analytical insight into various facets of consumer behaviour with
special reference to India and pan Asia. The book focuses on the phenomenal changes in the
behavioral dimensions of the 21st century consumers and their implications to the contemporary
business world. The purview of the book ranges from identification of needs to complex
decision-making processes of both B2C and B2B markets. Within its sphere the book
encompasses various internal and external influencing parameters of the consumer decision-
making process and consumer choice heuristics. The book incorporates close-to-real-life opening
vignettes and closing cases as well as several exhibits to illustrate the concepts and theories that
form the basis of multifarious dimensions of consumer behaviour
https://www.cengage.co.in/category/academic-professional/business-
economics/marketing/consumer-behavior/consumer-behaviour-z2

Consumer behavior is the study of individuals and organizations and how they select and use
products and services. It is mainly concerned with psychology, motivations, and behavior.
The study of consumer behavior includes:

 How consumers think and feel about different alternatives (brands, products, services, and
retailers)
 How consumers reason and select between different alternatives
 The behavior of consumers while researching and shopping
 How consumer behavior is influenced by their environment (peers, culture, media)
 How marketing campaigns can be adapted and improved to more effectively influence the
consumer

https://www.brandwatch.com/blog/how-understand-influence-consumer-behavior/
Understanding consumer behavior is very important for large and small enterprises facing stiff
competition in today’s global environment. By analyzing and understanding consumer behavior,
a marketer can create a powerful marketing program for constantly updating services and
products to fulfil the ever growing demands of the consumers.
In spite of tremendous technical advancement, easy availability of information via internet about
consumers and direct contact with customers through social media and mobile messaging
platforms, most business houses are compelled to seek help from professionals in the area of
market research for understanding the “psychology of the consumers” and make a sense of data
collected.
http://www.iresearchservices.com/market-research/consumer-behaviour-studies/
Modern consumer behavior has altered so drastically over the last few years that even in a
healthy economy, retailers aren’t feeling the revenue benefits. Is it that shoppers aren’t
shopping? The data suggests that isn’t the case. Instead, deep discounts have obliterated margins,
as has free shipping for even the Amazons of the world (no, it’s not even profitable for them).
https://www.bigcommerce.com/blog/consumer-behavior-infographic/

20
Consumer behavior is about the approach of how people buy and the use merchandise and
services. Understanding consumer behavior will assist business entities to be more practical at
selling, designing, development of products or services, and every other different initiative that
impacts their customers. In this tutorial, it has been our endeavor to cover the multidimensional
aspects of Consumer Behavior in an easy-to-understand manner.
https://www.tutorialspoint.com/consumer_behavior/index.htm
Traditional media – such as DVDs, CDs and even vinyl – while not entirely surpassed are
increasingly giving way to streaming services, a trend that demands amongst other things the
availability of ubiquitous broadband. Consumers want the freedom to choose how, where and
when they consume audiovisual content.

The way in which consumers behave online has many other implications, not least regarding the
need for copyright law to reflect the realities of the internet age. Current copyright law is
confusing and most users do not know what is legal or not. Without reform, clarity and
harmonization, we risk criminalizing many ordinary habits of online users.

https://www.ceps.eu/events/consumer-behaviour-online-%E2%80%93-implications-
copyright-and-digital-single-market

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 CHAPTER-3

COMPANY PROFILE

22
CIN U52399DL2012PTC242493

Company Status Active

Registration Number 242493

Parent Guru Electromech Engineers

Date of Incorporation 19 September 2012

Registration State Delhi

Company Category Company limited by Shares

Company Sub-Category Non-govt Company

Class of company Private

Listing status Unlisted

Gee Sales And Marketing Pvt. Ltd Food & Beverage

Email: Mail@jda.net.in

BOARD OF DIRECTORS

Rajinder Singh 19 September 2012

Jasvinder Kaur 19 September 2012

23
HISTORY

 ABOUT US – ESTABLISHMENT

In the year 1990, one ambitious engineer Mr. Joginder Singh Hanspal serving 27 years in
Campa- Cola, then they decided to quit their comfortable job and took a plunge into the
Industrial World by establishing a Proprietorship Firm named ELECTRO-MECH ENGINEERS
to provide the complete latest Electrical & Mechanical engineering services in the field of
bottling industry.

In the Year of 1994 Mr. Rajinder Singh who is the son of Mr. Joginder Singh Hanspal also join
him after serving 5 year in R&D Department of Mohan Machine (a unit of CAMPA-COLA )was
manufacture of bottling Plant.

 ABOUT US - FIRST CLIENT

In those days there were hardly two or three companies manufacturing Soft Drink and that too of
a very small capacity and with minimum automation.

The first plant of PEPSI in India was established through Dhillon Kool Drinks & Bevrages Pvt.
Ltd. in Punjab. They are looking for an Engineer who have a good Knowledge and Experience of
soft drink’s bottling industries and start to their new plant in short time period.

Dhillon Kool Drinks & Beverages Pvt. Ltd. Faith in Young Engineering firm and decided to
place the first order with ELECTROMECH ENGINEERS to all their Electrical and Mechanical
job to Installation and Commissioning for the capacity of 300 bottles per minute. The Plant was
the first of its kind to be built in India with indigenous technology. The first plant of PEPSI was
installed on 15th August, 1990 – the 43th INDEPENDENCE Day of India.

Thereafter, there was no looking back for ELECTROMECH ENGINEERS to Installation and
Commissioning of Bottling Plants for Soft Drinks (PEPSI and COCA-COLA in Punjab,
Haryana, Jammu and H.P.) and thus ELECTROMECH ENGINEERS - a Small Scale Industries
firm was started to grow.

 ABOUT US – CHANGE

In 1999, Founder of the firm S. Joginder Singh decided to retire from active firm and command
of the firm is given to his son S. Rajinder Singh (GOLDY) hence the constitution of
ELECTROMECH ENGINEERS .,was changed to a Prop. Firm named as GURU
ELECTROMECH ENGINEERS.

The name was selected to give proper perspective to Guru (MASTER) in Electro-Mech
(Electrical and Mechanical) activities not only in Bottling Plants but also to other industries and
Packaging Machines.

24
  ABOUT US - TODAY

GURU ELECTROMECH now manufactures Aerated Soft Drink, Fruit Juice & Mineral Water
Fillers having 12/18/24 valves and 6/9/12 Crowner/cappers, operating at speeds of 30,000-
1,00,000 bottles per hours. A Matching capacity Reverse Proportion Mixers, Carbonators and
Conveyors are also offered. Automatic Case/Carton de-craters and case packers are also
manufactured of matching capacity.

20 Ltrs. Jar Linear Fillers having 2/4/6/8/10 valves of and having two/three/four/seven stage
compartments Automatic Jar Washing Machine running at speeds of 100 -1000 Jar per Hours
are built.

GURU ELECTROMECH has a large range of equipment’s to suit the ever-growing package
drinking water industry. The mineral water processing plants are specially designed to meet the
highest standards of quality and shelf life in accordance with IBWA, ABWA, ECC and BIS
Guidelines. State of the art Pre-filtration system combined with Reverse Osmosis System, Sub
Micron Filter, Ultra Violet and Ozonator form an integral part of the mineral water processing
equipment’s.

Apart from Soft Drinks, GURU ELECTROMECH also manufacturers equipment for Breweries,
Distilleries as well as Pharmaceuticals and Cosmetics. Pressure Sensitive Labelling Machines,
Coding and Inspection machines, Screw Cappers, Carton Erectors and Sealers are some of the
packaging machines in the range. The capacity and efficiency of our Machines are continuously
being enhanced. We provide cost effective solutions with the lowest capital investment costs to
our clients.

 ABOUT US - LOOKING AHEAD

With the PET bottle revolution GURU ELECTROMECH will manufacturing high speed total
pet lines consisting of RINSER FILLER CAPPERS up to 200 BPM for 200ML-1000 ML pack
size along with air conveyors , Carbonator , Pre-Mix , Intermix, bottle warmers, hot melt roll
feed labeler and case packers. We integrate these high speed PET lines along with sidle blowing
machines and others for all kind of products like soft drinks, still water, juice, milk and many
other bottled products.

We are confident of the future, with a strong base, a committed team of eager engineers
dedicated to excellence we will continue to provide the latest technology to our esteemed clients,
to ensure that they profit from their association with us.

In Coming year GURU ELECTROMECH is capable to erect total Turnkey Soft drink bottle
lines, breweries, Mineral water lines & many more special purpose packaging requirements
which has maximum Automation and requires minimal use of Manpower.

GURU ELECTROMECH is a reputed name among the Industrial Water users for the past two
decades. A pioneer in this field, our company is one of the very few in the world with a complete
range of fruit juice, soft drink, bottled water products and services. Our position of strength has

25
been attained by our focus on technological advancement through continuous Research and
Development.

MARGE OF Guru Electromech Engineers & GEE sales and marketing private limited.

DELHI JAL BOARD’S PACKAGED DRINKING WATER BOTTLING PLANT Background

to facilitate the residents of NCT Delhi DJB has been extended the facility of DJB packaged
drinking water brand name “JAL” presently processed by Delhi Jal Board through vender M/S
Guru Electromech Engineers & marketed by M/S GEE sales and marketing private limited.

To ensure the availability of DJB packaged drinking water “JAL” in all parts of NCT Delhi
specially in water scarcity areas at reasonable prices. A Bottling Plant was set up at Greater
Kailash-I near Meter Workshop, Office Complex, Opp-Sadiq Nagar in south Delhi in since 2012
SEPTEMBER and production 20 Ltr. packaged Drinking water “JAL” bottles was started these
bottles are being sold to the consumers through 10 Jal Suvidha Kendra in different localities of
NCT Delhi which can be extended up to 18.

Delhi Jal Board has also started production of 250 ml packaged Drinking Water glasses since
2012 and made available for government functions offices and general public. Source of water
The source of water for this project was treated potable water from Sonia Vihar Water Treatment
since 2006 where it is pumped to Greater Kailash (North) Reservoir.

The Bottling Plant further processed & purifies this water through activated charcoal filter and an
array of micron filter specified from .2 micron to avoid any bacterial load. It is further
disinfected for zonation to increase the self-life of product. BIS standards This Water is being
treated as per the latest “BIS norms for Packaged Drinking Water, before filling in the container
(20 Ltrs bottles and 250 ml glasses). The license no. for “JAL” brand is: 14543-2004 CM/L No.
8500666 License from BIS had been received in the year 2012. It has been duly renewed over
the years. Treatment process the treated Ganga water from Sonia Vihar is received at Greater
Kailash-I underground reservoir through a water main named Kailash main. Water from UGR is
pumped for further processing to treatment unit of Bottling Plant. Water received is suitably DE
chlorinated it’s through activated charcoal filters. Other gases, color and odor if any are removed
at this stage.

The water is further passed through 4 nos. of micron filters having cartridges of 5, 1, 0.5, 0.2
microns. These filters remove colloids and organic matter. It is further blended with RO treated
water to improve the quality and minerals contains in water. The final water treated through
these stages conforms to the norms laid down by BIS as per IS: 14543-2004 for processed
packaged drinking water. Quality Control: - Various parameters are tested as per guide lines of
latest BIS standards/norms in accordance with IS: 14543-2004, including pesticides etc.

The testing is done in the laboratory located at Bottling Plant as well as at laboratories approved
by BIS from time to time. Jal Suvidha Kendra In order to facilitate the availability of “JAL” to
the consumer’s retail outlets called Jal Suvidha Kendra manned by DJB employees were started.

26
 Organizational structure

Production layout

 Filled jar
 Glass

Company Strategy

 Purpose

To be a leader in the real estate industry by providing enhanced services, relationship and
profitability.

 Vision

To provide quality services that exceeds the expectations of our esteemed customers.

27
  Mission statement

To build long term relationships with our customers and clients and provide exceptional
customer services by pursuing business through innovation and advanced technology.

 Core values

We believe in treating our customers with respect and faith• we grow through creativity,
invention and innovation. • We integrate honesty, integrity and business ethics into all
aspects of our business functioning

1. Passion
2. Reliability
3. Innovation
4. Ethics
5. Service
6. Dedication

 Goals

Regional expansion in the field of property management and develop a strong base of key
customers. • Increase the assets and investments of the company to support the
development of services. • To build good reputation in the field of real estate and
property management and become a key player in the industry.

 OUR VALUES

Our values form the core of our organization. They guide our actions and behavior. They
inspire the way we work with each other – and the way we serve our clients. These values
influence the way we translate our passion into practice, enabling constant innovation for
our customers.

KEY COMPITITORS

 Bisleri International (Bisleri, Vedica)

 Natural Waters of Viti Ltd (Fiji Water)
 CR Beverages (Holding) Ltd. (C’est Bon)
 Pepsi Co. (Aquafina)
 Tingyi (Cayman) Holding Corporation (Master Kong)
 Nongfu Spring Co., Ltd

28
COSTUMERS

 Central social welfare board

 NCERT
 MOSPI
 Central Council for Research in Ayuvedic Sciences
 Trade and Taxes Department
 IRCTIC
 Department of Animal Husbandry Dairying & Fisheries
 IGIB
 Ministry of Rural Development

JAL IS PROVIDING MINERALS RICH WATER SOURCES FROM UPPER GANGA

CANAL OF BHAGIRATHI

Directors Structure for Gee Sales Marketing Private Limited

Shareholding details

Jasvinder Kaur, Rajinder Singh, May or may not hold shares within Gee Sales Marketing Private
Limited based upon Gee Sales Marketing Private Limited's shareholding policy as well as Gee
Sales Marketing Private Limited's registration type with Registrar of Companies, India and each
individual capacities.

Other Details

To know more about each Director you may browse through either the cin, din numbers or the
director name from Matapedia/Cordite/Directors

If you want to know more about similar companies or related companies you may browse
through

To know about more about the company follow the link Gee Sales Marketing Private Limited
company details.

To update specific data related to Directors or search for reviews and rate Gee Sales Marketing
Private Limited or find new information for Gee Sales Marketing Private Limited from Reviews
for Gee Sales Marketing Private Limited page

All data is provided according to the information registered with MCA, India as is.

29
JAL TREATMENT PROCESS

Jal with quality controlled process:

The multiple of the jal purification and testing process ensures that the water is free from all
forms of impurities.

The advanced purifications process regularly undergoes steps to ensure hygienic conditions are
maintained at plants at all times.

JAL is the most preferable that undertakes 7 stages purifications as a part of its process.

‘JAL’ comes with assurance of various parameters tested as per guidelines of BIS standards /
norms in the accordance with IS: 14543-2004. The tested is done in the laboratory located at the
bottling plants as well as Laboratories approved by BI

Consumer behaviour is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy
their needs and wants. ... It examines how emotions, attitudes and preferences affect
buying behaviour.

ROLE OF CONSUMER BEHAVIOUR IN MARKETING

Consumer Behaviour refers to the study of buying tendencies of consumers. An individual who
goes for shopping does not necessarily end up buying products. There are several stages a
consumer goes through before he finally picks up things available in the market. Various factors,
be it cultural, social, personal or psychological influence the buying decision of individuals.

Marketers need to understand the buying behaviour of consumers for their products to do well. It
is really important for marketers to understand what prompts a consumer to purchase a
particular product and what stops him from buying.

What marketers need to understand?

The psychology of consumers (what they feel about a particular product and their brand on the
whole).

How consumers are influenced by their immediate surroundings, family members, friends,
coworkers and so on.

30
What a consumer thinks when he goes out for shopping?

A marketer needs to first identify his target consumers and understand their lifestyles,
psychologies, income, spending capabilities, mentalities to offer them the right product.

Individuals from lower income group would never be interested in buying expensive and
luxurious products. He would first fulfill his basic physiological needs like food, air, water etc.
Trying to sell a Mercedes or a Rado watch to someone who finds it difficult to make ends meet
would definitely be a disaster.

Kellogg’s K special would hardly find any takers in the low income group. In this segment,
individuals would be more interested in buying fresh fruits, vegetables, pulses which are
necessary for their survival rather than spending on health supplements.

It is really essential for the marketers to understand the needs of consumers. Find out what they
are actually looking for?

There are ideally two different ways which enable marketers to understand their consumers.

 Primary Research
 Secondary Research

Primary Research - Primary Research refers to a research methodology where marketers

interact with consumers directly and gather as much information as they can. Information is
generally collected through surveys, questionnaires, feedback forms, interviews etc.

Secondary Research - Secondary Research often refers to relying on information which has
been collected by others at some point of time.

The background and family status of an individual also influence his/her buying behaviour.

Selling a laptop to an individual who is not much educated would be pointless. Remember
consumers would show interest in your products only if they are of any use to them or their
immediate family members. A low grade worker would never be interested in purchasing
business suits or formal shirts.

Canned juices are a hit among middle and higher income group where individuals are really
conscious about their health and fitness. Individuals who live hand to mouth would never spend
on sugar free tablets, health supplements, or for that matter “Diet Coke”.

It is also important to give complete information to end-users. Do not hide anything from them.
It is not ethical. All tobacco products come with a warning. Individuals should be familiar with
not only the benefits but also the side effects of the products.

Marketers must also take into account:

 Age group of consumers

 Geographical location

31
  Lifestyle of consumers
 Social Status of consumers

Funky designs, loud colours would be a hit among teenagers whereas middle aged and elderly
people would prefer subtle colours and sophisticated designs.

Salwar Suits are extremely popular in North India whereas females prefer saris and skirt blouses
in eastern and southern parts of India.

Individuals from posh localities and good jobs would show keen interest towards buying
exclusive and unique products as compared to individuals who do not come from an affluent
background.

TYPES OF INVOLVEMENT

The two types of involvement are:

A) Situation

B) Enduring Involvement has various facets of consumer behaviour such as search for
information, information processing, and information transmission. Situational Involvement
Situational involvement is temporary and refers to emotional feelings of a consumer, experiences
in a particular situation when one thinks of a specific product. Enduring Involvement Enduring
involvement is persistent over time and refers to feelings experienced toward a product category
across different situations. For example, holidaymakers renting a resort for their trip are highly
involved in their choice, but their involvement is temporary. Whereas involvement of a person
whose hobby is bike racing endures overtime and affects his responses in any situation related to
pre-purchase, purchase and post- purchase of sport bikes. It is observed that involvement is
triggered by special situation in the case of holiday makers, but in the second case, in comes
from, and is a part of the consumer. The contrast between situational and enduring involvement
is important. When marketers measure involvement they examine the extent to which it can be
induced by the product or selling situation. After noticing the type of involvement they are
facing, marketers work to control products or selling situations.

Consumer Behaviour or the Buyer Behaviour is referred to the behaviour that is displayed by the
individual while they are buying, consuming or disposing any particular product or services.
These behaviors can be affected by multiple factors. Moreover, it also involves search for a
product, evaluation of product where the consumer evaluate different features, purchase and
consumption of product. Later the post purchase behaviour of product is studied which shows the
consumer satisfaction or dissatisfaction where it involves disposal of product (Solomon, 2009).
The customers while buying a product goes through many steps. The study of consumer
behaviour helps to understand how the buying decision is made and how they look for a product.
Moreover, the understanding consumer behaviour also helps marketers to know the what, where,

32
when, how and why of the consumption of product consumption (Kumar, 2004). These help
marketers or organizations to know the reason behind the purchase of product by consumers and
how it satisfies them. Among other factors, the basic needs like shelter and hunger along with
craving for psychological fulfilment tends consumer to buy a certain product or services.

Importance of Consumer Behaviour to business managers

The main purpose behind marketing a product is to satisfy demands and wants of the Consumers.
Study of consumer behaviour helps to achieve this purpose. As consumers are the most
important person for marketer or sales person, therefore it is important for them to consider the
likes and dislikes the consumers so that they can provide them with the goods and services
accordingly (Solomon, 2009). The more careful analysis helps in more exact prediction about the
behaviour of consumers of any product or services. The study of consumer behaviours helps
business manager, sales person and marketers in the following way.

 To design the best possible product or service that fully satisfies consumer's needs and
demands.
 To decide where the service or product would be made available for easy access of
consumers.
 To decide the price at which the consumers would be ready to buy that product or
service.
 To find out the best method of promotion that will prove to be effective to attract
customers to buy a product.
 To understand why, when, how, what and other factors that influence buying decision of
the consumers

33
 CHAPTER-4
RESEARCH METHODOLOGY

34
Objectives of the Study

 The main objective of this paper is to study the level of perception of consumers towards
the packaged drinking water
 To find out the marketing strategy of industry for safe drinking water.
 To find out consumer behavior in drinking safe water
 Which type of water they are drinking
 How much they spend monthly on drinking safe water
 The procedures by which researchers go about their work of describing, explaining and
predicting phenomena are called methodology. Methods comprise the procedures used
for generating, collecting and evaluating data. Methods are ways of obtaining information
useful for assessing explanations.

RESEARCH DEFINITION
The definition of research given by Creswell is "Research is a process of steps used to collect
and analyze information to increase our understanding of a topic or issue". It consists
of three steps: Pose a question, collect data to answer the question, and present an answer to the
question.

RESEARCH DESIGN
The type of research chosen for the study is descriptive research. In descriptive research various
parameters will be chosen and analyzing the variations between these parameters. This was done
with an objective to find out the motivation level of the employees.

DATA SOURCES
The data collected for the study is mainly through the distribution of questionnaire; to be precise
the data collected for study was both primary and secondary sources.

 PRIMARY DATA: Primary data is the information collected for the first time; there
are several methods in which the data is complied. In this project it was obtained by
mean of questionnaires. Questionnaire was prepared and distributed to the employees.
 SECONDARY DATA: Secondary data needed for conducting research work were
collected from Organizational websites, library and search engines.

35
  RESEARCH INSTRUMENT
In this study the primary data was collected by survey technique. In this we distributed the
questionnaires to the respondents. The researcher structured the questionnaire in the form of
Close Ended Questions.

 QUESTIONNAIRE:
A questionnaire is a sheet of paper containing questions relating to contain specific aspect,
regarding which the researcher collects the data. Because of their flexibility the questionnaire
method is by far the most common instrument to collect primary data. The questionnaire is given
to the respondent to be filled up.

 SAMPLING DESIGN:
Sampling design is to clearly define set of objective, technically called the universe to be studied.
Sampling technique used is simple random sampling method.

 SAMPLE SIZE:
This refers to the number of items to be selected from the universe to constitute a sample. The
sample size for this study was taken as 50.

 STATISTICAL TOOLS USED:

The data collected was analyzed by employing the following statistical technique:

 PERCENTAGE ANALYSIS:
Percentage refers to special kind of ration. It is used in making comparison between two or more
series of data. It is used to describe relationship. It is used to analyses the data. Bar charts, pie
charts were used to explain tabulation clearly.

36
Marketers must also take into account:
 Age group of consumers
 Geographical location
 Lifestyle of consumers
 Social Status of consumers

Funky designs, loud colours would be a hit among teenagers whereas middle aged and elderly
people would prefer subtle colours and sophisticated designs.

Salwar Suits are extremely popular in North India whereas females prefer saris and skirt blouses
in eastern and southern parts of India.

Individuals from posh localities and good jobs would show keen interest towards buying
exclusive and unique products as compared to individuals who do not come from an affluent
background.

37
 CHAPTER 5
DATA ANALYSIS

38
Water Sector Analysis
Rural India has more than 700 million people residing in about 1.42 million habitations spread
over 15 diverse ecological regions. Meeting the drinking water needs of such a large population
can be a daunting task. The non-uniformity in level of awareness, socio-economic development,
education, poverty, practices and rituals and water availability add to the complexity of the task.
Despite an estimated total of Rs. 1,105 billion spent on providing safe drinking water since the
First Five Year Plan was launched in 1951, lack of safe and secure drinking water continues to
be a major hurdle and a national economic burden. Around 37.7 million Indians are affected by
waterborne diseases annually, 1.5 million children are estimated to die of diarrhea alone and 73
million working days are lost due to waterborne disease each year. The resulting economic
burden is estimated at $600 million a year. While „traditional diseases‟ such as diarrhea continue
to take a heavy toll, 66 million Indians are at risk due to excess fluoride2 and 10 million due to
excess arsenic in groundwater. In all, 1, 95,813 habitations in the country are affected by poor
water quality.3 It is clear that the large investments have not yielded comparable improvements
in health and other socio-economic indicators.

TYPES OF INVOLVEMENT

The two types of involvement are:

A) Situation

B) Enduring Involvement has various facets of consumer behaviour such as search for
information, information processing, and information transmission. Situational Involvement
Situational involvement is temporary and refers to emotional feelings of a consumer, experiences
in a particular situation when one thinks of a specific product. Enduring Involvement Enduring
involvement is persistent over time and refers to feelings experienced toward a product category
across different situations. For example, holidaymakers renting a resort for their trip are highly
involved in their choice, but their involvement is temporary. Whereas involvement of a person
whose hobby is bike racing endures overtime and affects his responses in any situation related to
pre-purchase, purchase and post- purchase of sport bikes. It is observed that involvement is
triggered by special situation in the case of holiday makers, but in the second case, in comes
from, and is a part of the consumer. The contrast between situational and enduring involvement
is important. When marketers measure involvement they examine the extent to which it can be
induced by the product or selling situation. After noticing the type of involvement they are
facing, marketers work to control products or selling situations.

39
SWOT Analysis

Strengths
1. JAL is the most preferable that undertakes 7 stages purifications as a part of its process.
2. Customers trust on products due to the proper health and safety measures.
3. Loyalty from customers.
4. DJB get orders from governments.
5. DJB has the ability to compete in a dynamic environment.
6. DJB adapts the new technology like machines.

Weaknesses
The weaknesses are as follows:

1. There is not much margins for retailers to prefer its sales in Gee sales.
2. Need more customers in Gee sales.
3. Not using proper plant area of DJB.
4. The distribution cost is high as compared to the competition in the local market near DJB.
5. Gee sales need to advertise its products through print media, and e- commerce.
Opportunities
1. DJB have an opportunity to expand or capture the market by adding its product line like
Launch JAL bottle of 20 ml.
2. DJB have the opportunity to offer jar and glasses at shops and hotels.
3. DJB can also capture the market of domestic customers more aggressive strategies and
offers.
4. DJB can open separate stores to eliminate retailers.
5. DJB can provide incentives to retailers to increase sales volume.
6. DJB can tie up with a sales company to increase sale of jar and glasses.

THREATS
1. If DJB will increasing their product lines that can prove to be a threat in the coming
years.
2. Company like Nestlé is giving more discounts to retailers as compared to distributors due
to which retailers prefer its products for sale.
3. Competitors of DJB have a great goodwill
4. As compared to the local competitors, the distributor cost is very high.
5. DJB production is depend on season in summer production is high but there is thread in
winter.

40
 The questionnaire is filled from the customer of GEE SALE AND MKT.
PVT. LTD. and are true best of my knowledge. The sample of 150
customers was taken.

QUESTIONARRIARE

1- Monthly income

Series 1
60

50 48 48

40
32
30
Series 1
19
20

10
3
0
Up to 5000 Rs 5001-10000 Rs 10001-15000 15001-20000 Above 20001

Up to 5000 Rs

5001-10000 Rs

10001-15000 Rs

15001-20000 Rs

Above 20001 Rs

Monthly income Frequency Percent Valid percent Cumulative

percent
19 12.7 12.7 12.7
5001-10000 Rs 48 32.0 32.0 44.7
10001-15000 48 32.0 32.0 76.7
15001-20000 32 21.3 21.3 98.0

41
Above 20001 3 2.0 2.0 100.0
Total 150 100.0 100.0

Table 1 explains the monthly income of the respondents. It gives a clear evidence for the agents,
manufacturers and dealers to estimate the demand of packaged drinking water. In this study it
was confined that 19 (12.7) Per cent of the respondents income was within Rs.5000, 48 (32.0)
Per cent of the respondents income is between 5001and10000 Rupees, 48 (32.0) per cent of the
respondents income is between 10001 to 15000 Rupees, 32 (21.3) per cent of the respondents
income was between 15001 - 20000 and the remaining 3 (2.0) per cent of the respondents
income is above 20001 Rupees.

When considering the income level of the respondents, majority of the consumer's income ranges
between 5001 Rs to 10000 Rs

2- Type of water consumed at GK-1

40

Packaged drinking water

62
Corporation supplied water
Purified water
Unpurified water

45

Packaged drinking water

Corporation supplied water

Purified water

Unpurified water

Type of water Frequency Percent Valid percent Cumulative

42
 percent
Packaged drinking water 40 26.7 26.7 26.7
Corporation supplied 45 30.0 30.0 56.7
water
Purified water 62 41.3 41.3 98.0
Unpurified water 3 2.0 2.0 100.0
Total 150 100.0 100.0

Table 2 depicts the type of water consumed by the respondents. It gives clear evidence for the
agents, manufacturers and dealers to estimate the demand of packaged drinking water. In this
study it is confined that 40 (26.7) Per cent of the respondents consume packaged drinking water,
45(30.0) Per cent of the respondents consume corporation supplied water, 62 (41.3) per cent of
the respondents purified water and the remaining 3 (2.0) per cent of the respondents consume
unpurified water. A majority of the consumers consume purified water, it makes a clear idea that
all the customers are having a good awareness regarding their health, hence the demand for
packaged drinking water is high.

3- Awareness on packaged drinking water at GK-1

Aware YES NO

Aware Frequency Percent Valid percent Cumulative

percent
Aware 150 100.0 100.0 100.0

Table 3 demonstrates the respondents’ awareness towards the packaged drinking water. The
awareness factor influences the buying behavior of the consumer. In this study it is confined that
all the respondents who are taken for the study were aware of packaged drinking water. Among
the consumer consuming packaged drinking water who were taken for study. It is clear that all
the respondents were aware of packaged drinking water.

4- Consumption Brand and Non Brand drinking water at GK-1

Brand YES NO

Type of packaged water Frequency Percent Valid percent Cumulative

percent
Brand 40 26.7 26.7 26.7
Non-Brand 45 30.0 30.0 56.7
Total 150 100.0 100.0

Table 4 explains the respondents consuming packaged drinking water. It could be understood
from the study, 115 (76.7) Per cent of the consumers consume only branded drinking water and
the remaining 35 (23.3) per cent of the consumers consumes non branded packaged drinking
water. It is an information to all the manufacturers of packaged drinking water to make the

43
untapped segment of consuming packaged drinking of non-brand.

5- Availability of packaged drinking water at GK-1

Available YES NO

Opinion Frequency Percent Valid percent Cumulative

percent
Available 132 88.0 88.0 88.0
Not available 18 12.0 12.0 100.0
Total 150 100.0 100.0

Table 5 explains the consumer's opinion on the availability of packaged drinking water. Out of
150 consumers who were consuming packaged drinking water, 132 (88.0) per cent of them are
have opined that the packaged drinking water is easily available at all points and the remaining
18 (12.0) per cent of the consumers have opined that the packaged drinking water is not
available.

6- Opinion of delivery at GK-1

Prompt delivery YES NO

Opinion Frequency Percent Valid percent Cumulative

percent
Prompt delivery 104 69.3 69.3 69.3
No prompt delivery 46 30.7 30.7 100.0
Total 150 100.0 100.0

Table 6 states the opinion of consumer about the prompt delivery of packaged drinking water.
From the study it was confined that 104 (69.3) Per cent of the consumers have got prompt
delivery of packaged drinking and the remaining 46 (30.7) per cent of the respondents does not
get prompt delivery of packaged drinking water. Among the consumer consuming packaged

44
drinking water that was taken for study. It is clear that the majority of the consumers were
getting prompt delivery of packaged drinking water.

7- What according to you is the safest form of drinking water GK-1?

Series 1
50
45
40
35
30
25
20
15
10
5
0
Mineral RO treated Boiled Filtered

Series 1

A- Mineral

B- RO treated

C- Boiled

D- Filtered

Opinion Frequency Percent Valid percent Cumulative

percent
Mineral 40 26.6 26.6 26.6
RO treated 29 17.3 17.3 17.3
Boiled 45 30.0 30.0 30.0

45
Filtered 36 24.0 24.0 100.0
Total 150 100.0 100.0

Table 7 explains the consumer's opinion on the safest form of drinking water. Out of 150
consumers who think drinking water is safe if it is mineral is 40 and RO treated is 29 other say
Boiled is 45 and Filtered is 36.

8- How expensive is water in GK-1

Column1

Cheap Medium Expensive I don't Know

Cheap

Medium

Expensive

I don’t know

Opinion Frequency Percent Valid percent Cumulative

percent
Cheap 48 32.0 32.0 32.0
Medium 32 21.3 21.3 21.3
Expensive 48 32.0 32.0 32.0

46
I don’t know 22 14.6 14.6 100.0
Total 150 100.0 100.0

Table 5 explains the consumer's opinion on the expensive is water in GK-1. Out of 150
consumers who think water is cheap is 48, medium is 32, expensive is 48 and people who don’t
know is 22

9- Overall, are you satisfied with your drinking water service at GK-1?

YES NO

Opinion Frequency Percent Valid percent Cumulative

percent
YES 110 73.3 73.3 73.3
NO 40 26.6 26.6 100.0
Total 150 100.0 100.0

Table explains the consumer's opinion on the satisfied with your drinking water service at GK-1.
Out of 150 consumers who is satisfied is 110 rest are not.

47
CHAPTER-6:
FINDINGS

48
 FINDINGS

 When considering the income level of the respondents, majority of the consumer's income ranges
between 5001 Rs to 10000 Rs
 A majority of the consumers consume purified water, it makes a clear idea that all the customers
are having a good awareness regarding their health, hence the demand for packaged drinking
water is high.
 It is clear that all the respondents were aware of packaged drinking water
 It is clear that the majority of the consumers were getting prompt delivery of packaged
drinking water.
 Campaign, stalls to beat local brands & create awareness.
 The market is too congested and confused in the Delhi & its NCR region, so the company should
properly promote & strengthen the distribution channel to survive the competition.
 Launching trendy packs to attract more and more customers.

49
CHAPTER-7
CONCLUSION

50
 CONCLUSION

 After analysis of the data & facts we have collected from consumer with the objectives one can
say that there is very good future for mineral water market that is GEE sales & marketing Pvt.
Ltd. Drinking and packaging market might be some threat to the mineral water at present but
within few years the scenario is going to change. Trend signifying increasing health
consciousness amongst Indians could also be observed.
 Market has seen a tremendous growth from the early nineties & now it is increasing by 70% to
90% every year so one can easily say there is great potential in the mineral water market.
 It could also be observed that the living standards of the People improving & as they are
becoming health conscious are ready to pay for water now. But due to potential in the market
companies with quality product will survive.
 Finally from the data collected at both primary and secondary level one can confidently say that
JAL as packaged water brand can become current market leader, just as need modern technology
as well as man power.
 The sales promotional activities should be based on the consumers need, buying behaviour and
their preference over the product attributes. Most of the respondents are giving priority to the
factor hygienic condition of the packaged water. So the marketers should ensure that the
packaged water is hygienic before it is offered in order to create brand loyalty among consumers.

51
 CHAPTER- 8
BIBLIOGRAGHY

52
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