FINDINGS, SUGGESTIONS AND CONCLUSION

Transcription

1 CHAPTER VI FINDINGS, SUGGESTIONS AND CONCLUSION FINDINGS Descriptive analysis More than three fifth of the total respondents were male. Majority (42.2 %) of the respondents belonged to the age group of years. Majority (42.6%) of the respondents had college education. Majority (61.4%) of the respondents were married. Majority (68.9 %) of the respondents were residents in rented houses. Majority (74.2%) of the respondents had less than 4 members in their family. Majority (27.2%) of the respondents were marketing executives. Majority (34.4%) of the respondents were under the income group of 15,001-20,000. Majority (42.4%) of the respondents had knowledge about packaged drinking water through salesman. Majority (28.0%) of the respondents had awareness through media of advertisement by window display. Majority (35.6%) of the respondents had been consuming packaged drinking water for more than 3 years to 5 years. Majority (86.7%) of the respondents prefered branded packaged drinking water. Majority (61.6%) of the respondents purchased 20 litre can at a time. Majority (22.0%) of the respondents purchased packaged drinking water at any place. Majority (58.0%) of respondents spent above Rs. 600 in a month for packaged drinking water. Majority (76.6%) of the respondents did not check the content in the label. 183

2 Majority (76.2%) of the respondents paid more than majority retail price for packaged drinking water. Majority (51.6%) of the respondents paid more than majority retail place at bus stands and railway stations. Majority (56.6%) of the respondents did not have any complaints on packaged drinking water. More than six tenth of the respondents did not make complaints on packaged drinking water to any one. Majority (85.5%) of the respondents crushed the non-returnable bottle after used. Majority (60.7%) of the respondents re-used the PET bottle for one month. Majority (54.8 %) of the respondents did not have the awareness that the re-use of PET bottle will affect the health. Majority (17.6%) of the respondents prefered Aquafina. Majority (with the highest mean score of 6.56) of the respondents prefered a particular brand because of the good taste. 83 per cent of the respondents definitely used to buy and the remaining 17 per cent of the respondent may buy when there is 10 per cent of rise in price in their favorite brand. 76 per cent of the respondents definitely buy and the remaining 24 per cent of the respondent may buy when there is 20 per cent of rise in price in their favorite brand. 47 per cent of the respondents were not sure whether they will buy or not sure and the remaining 53 per cent of the respondents will definitely not buy when there will be a 30 per cent of rise in price in their favorite brand. 100 per cent of the respondents will definitely not buy when there will be a 40 per cent of rise in price in their favorite brand. Majority (81.1%) of the respondents did not shift to other brand packaged drinking water. Seven tenth of the respondents did not have a water purifier at home. 184

3 Nearly six tenth of the respondents did not have a plan to buy a water purifier in future. Majority (47.4 %) of the respondents agreed that a water purifier is more cost-saving than packaged drinking water. Majority (36.9 %) of the respondents belonged to the age group of years. Majority (41.7%) of the respondents had school level education. Majority (35.9%) of the respondents had 2-4 years of experience in the packaged drinking water business. Majority (86.4 %) of the respondents were doing individual business. Majority (51.5%) of the respondents had invested their own capital. Majority (61.2%) of the respondents had only one employee. Majority (63.1%) of the respondents were doing business in a rented place. Majority (72.8%) of the respondents were only distributors. More than ten fourth of the respondents dealt only in packaged drinking water. Majority (22.3%) of the respondents marketed non-returnable can, like 500 ml PET bottle, l litre, and 2 litre Majority (67.0 %) of the respondents marketed returnable can like 20 litre can Majority (82.5 %) of the respondents were dealinga single brand. Majority of the respondents were dealing a particular brand because of the regular supply which showed the highest mean score of One half of the respondents were of the opinion that 20 litre can was a fast moving product. More than eight tenth of the respondents did not get any complaint. Majority (87.5%) of the respondents received complaints. 100 per cent of the respondents complaints were sorted out immediately. 185

4 More than four tenth of the respondents agreed that the sale of packaged drinking water was high in summer season and also during family functions. Six tenth of the respondents did business all over Coimbatore. More than four tenth of the respondents distributed directly to consumers. Seven tenth of the respondents were pursuing cash dealing business. Six tenth of the respondents allowed 15 days credit period. Five tenth of the respondents collected Rs.101-Rs.200 as advance from the consumers. More than seven tenth of the respondents did not use any media for their business. Majority (36.4%) of the respondents used print media advertisement for their business. More than three tenth of the respondents had all category of consumers as regular customers. ANOVA (Analysis of Variance) There is no statistically significant difference in the mean value of age and level of satisfaction of respondents in quality, price, package, taste and reliability of advertisement of packaged drinking water. There is a statistically significant difference in the mean value of the age and availability of packaged drinking water. There is no statistically significant difference in the mean value of education and level of satisfaction of respondents in quality, price, package, taste, reliability of advertisement and availability of packaged drinking water. There is a statistically significant difference in the mean value of monthly income and amount spent for purchasing of packaged drinking water by the respondents. There is no statistically significant difference in the mean value of education of the respondents and checking the information in the label of packaged drinking water. 186

5 There is no statistically significant difference in the mean value of year of experience with the product sold along with packaged drinking water by dealers. There is no statistically significant difference in the mean value of years of experience and the area of the market on packaged drinking water business. There is a statistically significant difference in the mean value of the years of experience and the mode of sales promotion of packaged drinking water. There is no statistically significant difference in the mean value of the years of experience and mode of sales promotion of packaged drinking water. There is no statistically significant difference in the mean value of nature of dealer and the mode of selling. There is no statistically significant difference in the mean value of nature of dealer and the nature of capital. There is a statistically significant difference in the nature of dealer and education qualification of the respondents. Averages Mean Score Among the twelve statements the highest mean value (4.4272) now-a-day s consumers show more interest in buying packaged drinking water for their family function, next to that there is heavy competition in the market with mean value (4.2816). And the lower mean value (1.6699) towards packaged drinking water business is a seasonal business, next to that packaged drinking water business need less technical knowledge with average mean value (2.3981). There is no statistically significant difference in the mean value for nature of dealer with the packaged drinking water business is a seasonal business; it gives quick return on investment; there is good margin in packaged drinking water business; there is heavy competition in the market; there is delayed payments by wholesaler/agent; high sales tax is charged by government; consumers are conscious of a particular brand; now-a-days consumers show more interest in buying packaged drinking water for their family functions. 187

6 Z test There is no statistically significant difference in the mean value of gender and level of satisfaction of respondents regarding quality, price, package, taste, reliability of advertisement and availability of packaged drinking water. There is no statistically significant difference in the mean value of gender and level of satisfaction of respondents regarding quality, price, package, taste and reliability of advertisement towards packaged drinking water. There is statistically significant difference in the mean value of marital status and level of satisfaction of respondents regarding availability of packaged drinking water. Chi square test There is a statistically significant association between nature of house and having a water purifier at home. There is a statistically significant association between age and 10 per cent rise in price on favourite brand of packaged drinking water. There is no statistically significant association between age and 20, 30 and 40 per cent rise in price on favourite brand of packaged drinking water. There is statistically significant association between occupation and 10 per cent rise in price on favourite brand towards packaged drinking water. There is no statistically significant association between occupation and 20, 30 and 40 per cent rise in price on favourite brand towards packaged drinking water. There is no statistically significant association between educational qualifications and awareness of the environment impact of packaged drinking water among the respondents. Factor analayis 188

7 Twenty-three factors were reduced to eleven factors. They weres issues, benefits, luxury, quality concept, brand value, hygienic aspect, taste consideration, image, alternative drinks, convenient aspect and occasion usage. Discriminant analysis There is no statistically significant discriminant between gender and belief on packaged drinking water. Correlation Perception and belief were negatively correlated. Buying behaviour and perception were positively correlated. SUGGESTIONS On the basis of the results of the study, the following suggestions are made: i. Role of media It is found from the study that majority of the respondents were aware of packaged drinking water through TV advertisements. This clearly indicates that among other media Television was playing a prominent role in creating awareness about packaged drinking water. Hence, it is suggested to the manufactures of packaged drinking water to use the TV media more effectively though it may add to cost in order to increase the volume of sales. ii. Taste Customers used to give importance to taste for buying packaged drinking water. Therefore, it is very much essential for the manufacturers to produce the packaged drinking water in required quality and taste. Also this will help the manufacturers to increase their market share for their products. iii. Price The study revealed that majority of the respondents gelt that the price of packaged drinking water is high. This type of customer perception is not a positive reaction which 189

8 will affect the sales of packaged drinking water drastically. Hence it is necessary for the manufacturers to pay attention to this price aspect and consider favorably to the customers. 190

9 iv. Availability It is also found from the study that packaged drinking water in small quantities 100ml, 150ml were not easily available in the market. Hence, it is suggested to manufacturers to produce and ensure the availability of packaged drinking water in small containers adequately. This will help the manufacturers to attract more and more customers so that not only sales will increase but also it will help in establishing the brand equity. v. Satisfaction As applicable to other products, customer satisfaction is the most significant factor in marketing the packaged drinking water. As known in marketing, customer satisfaction is not a single or simple aspect but a complex aspect which is always difficult to understand. However, the manufacturer should take suitable steps to ensure and enhance the customer satisfaction under all circumstances. vi. Eco- friendly In addition to the quality, price and availability, packing also plays an important role in the marketing of packaged drinking water. The packing felicitates convenience for consumers and eco-friendly packing facilitates not only convenience but also hygiene to consumers and the public. Though it is a part of green marketing, eco-friendly packing helps in long way for manufacturers to facilitate substantial increase in sales and also in their market share. vii. Timely Supply Packaged drinking water company should concentrate on consistent supplies because availability of water at right time is very important. viii. Retaining Customers As many customers were uncomfortable with the prices on packaged drinking water, in order to retain the customers, producer should offer good schemes and price flexibility for big consumers like companies and government undertakings where bulk order is supplied. Many offers can be given like some discounts to old customers as a loyalty bonus. 191

10 ix. Direct Dealing by Local Producers Supply to many corporate as possible directly by the company vehicle, instead of through dealers. Since almost all the dealers are involved in supplying more than one brand, they try to establish their own links in company and try to supply the packaged drinking water in which they have majority margin. Conclusion Water is essential to human health and life. Access to safe water supplies and affordability are central concerns of public health and individual consumers. Consumers becoming more health-conscious and the changing consumer attitude are also key factors behind the rising per capita consumption. The increasing scarcity of safe drinking water, changing life styles and aggressive expansion by market players give good scope for the packaged drinking water business. Rising trend of bulk water consumption in homes and institutional segments will lay a concrete way for bulk water packs to increase the sale of packaged drinking water. The entrepreneurs of packaged drinking water business and those who are planning to take the thrust in the bottled water business has to face stiff competition. However, there is an increase in demand for water among consumers. It is very essential to satisfy the consumers by service. Besides this, it is necessary to create brand loyalty among customers so that switching over to another brand can be avoided. The success of marketing packaged drinking water lies on quality, taste, price and availability. There are real environmental impacts such as extracting large volumes of water from local aquifers and of producing and disposing of plastic containers have to taken into consideration to reduce the enivornment pollution. Scope for Future Study Consumer perception towards packaged drinking water in corporate sectors. A comparative study among different brands of packaged drinking water. A study on water purifier and its impact on packaged drinking water. A comparative study between the tap water consumers and packaged drinking water consumers. 192