INTRODUCTION OF COMPANY

We are a 21st century healthcare products company with a vision for making the

world a healthy and a happy family. The mission is to produce innovative healthcare

products that purify the water we drink, the food we eat and the air we breathe, thus

help people live healthier. For us, bringing healthcare products to you is more than

just a business, it is a passion.

Pioneer in bringing revolutionary Reverse Osmosis (RO) technology to India, KENT

started its operations from Noida, India in 1999. The owner of the company is

Mahesh Gupta. Despite a humble beginning, today KENT is a strong organization

with offices spread across India. Most importantly, today KENT has Lakhs of

satisfied customers to its credit worldwide.

The Kent water purifier RO is a good example of a filter system that can match both

your needs and your budget. Just like other people in the world who want to safeguard

their kids from water-borne diseases, India’s Mahesh Gupta saw the need to design

this reverse osmosis purifier under the Kent brand.  If you are planning to purchase a

filter system either for home or business use, you may want to consider checking out

how Kent purifiers and filters make a difference.

Half of the world’s hospital beds are occupied by patients suffering from a water-

related disease. For children under five, water borne diseases is the leading cause of

death. Every 15 seconds, a child dies from a water-related disease. For children under

five years of age, water borne diseases are the leading cause of death. Every 15

seconds, a child below 5 years of age dies due to diseases caused by unsafe drinking

water.  75% of the rural population in India does not have access to safe drinking

water. 80% of diseases and 33% of deaths are caused by unsafe drinking water.

The water get these days through the municipality contains far more impurities than

we can possibly imagine. Rusted pipelines are exposed to the contamination from

sewage, due to leakage in them. If not cleaned regularly, overhead tanks are fertile

breeding ground for bacteria and viruses. Besides these factors, a rapid rise has been

recorded in levels of dissolved Impurities such as Pesticides, Arsenic, Rust. Fluoride,

Heavy metals etc.

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Dissolved Impurities in water are so toxic that they can lead to serious Diseases such

as Cholera, Hepatitis A & B, Jaundice, Typhoid and even Cancer.

After analyzing the market we have found out that there is a huge market opportunity

in India for water purifiers. There is huge competition from multinational firms who

entered in this field to capture the market share.  KENT MINERAL RO is presently

the market leader in India with its brand KENT. It is considered as market leader in

many countries. Some other firms along with local producers existing in the Indian

market are Philips, LG, Pure It and Aqua guard.

Making the world a healthy & happy family and to be the leader in producing

innovative healthcare products that purify the water we drink, the food we eat and the

air we breath. To become a high-performance organization by achieving its target of

becoming market leader in this trade by delivering exceptional values through

superior execution of innovative marketing and providing excellent service support to

the clients.

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PRODUCTS

KENT SUPREME MINERAL RO

KENT GRAND + MINERAL RO

KENT PEARL MINERAL RO

KENT SUPER STAR MINERAL RO

KENT PRIME MINERAL RO

KENT PRIME TC MINERAL RO

KENT GRAND MINERAL RO

KENT SUPER + MINERAL RO

KENT PRIDE MINERAL RO

KENT EXCELL + MINERAL RO

KENT ELITE MINERAL RO

KENT GEM MINERAL RO

KENT PERK MINERAL RO

KENT VEGETABLE AND FRUIT PURIFIER

KENT WATER SOFTENER

KENT AIR PURIFIER

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FEATURES

o WIDE RANGE OF PRODUCTS - With its trademarked KENT's Mineral

ROTM expertise in water purification industry as a triumphant treadstone,

KENT has extended its brand portfolio to air purifiers, vegetable and fruit

purifiers and water softeners. It thrives to achieve its larger brand goal of

making the world a healthy and a happy family. With all this and more it

continues its pursuit in creating many such products.

o FULLY AUTOMATIC WITH AUTO ON AND OFF : It is fully automatic. It

saves you from the headache of manually switching it on and off and standing

near the purifier to fill the water.

o COMPUTER CONTROLLED : KENT RO purifiers are computer controlled

and are fully automatic .computer controls vital functions & ensures 100%

pure water over its lifetime.

o FILTER CHANGE ALARM : KENT RO purifiers come equipped with a

filter change alarm, which warn the filter when they need replacement.

o HIGH PURIFICATION CAPACITY : KENT RO purifiers water at a much

faster rate – 15 Ltr/ hour. It is ideal for Indian summers when we need water in

large quantity.

o HIGH WATER STORAGE CAPACITY – KENT RO PURIFIERS have a

high storage capacity of upto 8 Ltrs, which ensures that purified water is

always available on demand.

o DURABLE AND REQUIRES LESS MAINTENANCE – They need very less

maintenance because of our design.

o EFFICIENT AFTER SALES SERVICE – ALL KENT products are backed by

a very efficient & prompt after sales service.

o 1 YEAR PURIFIER AND MEMBRANE WARRANTY – One year free

replacement warranty on all products including membrane right at your home.

o PURIFIES WATER FROM ANY SOURCE : KENT RO Purifies can purify

water from any source be it: overhead water tank/tap/ borewell water and

make it 100% safe and tasty.

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KENT RO PURIFIER VS OTHER BRANDS

There are a lot of different brands of purification and filter systems.  Some of them

have enjoyed global popularity for many years.  When Kent was first introduced in

the Indian market, its high price did not help its manufacturers move more units out of

their factories.  At a price tag that’s about four times the price of most other filtration

and purification systems in the market, people were not lining up to buy Kent water

purifiers.  However, when people saw what superiority this brand of filters and

purifiers hold, the numbers started climbing – people were picking Kent over any

other brands when it comes to water purification and filtration systems.

Kent comes in a variety of models with comparative performance to other brands. 

The Kent is comparable to the Aqua guard as both are wall mounted models that have

fully automatic operations.  Since it is specifically designed for different raw water

conditions, Kent is able to provide superior purification of water from different

sources including the municipal tap, bore wells, and overhead storage tanks.  This

filtration system uses a 5-stage purification system that makes use of reverse osmosis. 

Clean drinking water is possible with Kent Pride.

KENT RO WATER PURIFIER COST CONSIDERATION

There are different types of Kent filters and all of them are manufactured using the

latest in RO technology.  Though there may be some slight differences in terms of

storage capacity, look, features, and cost, you can be confident about the quality of the

different Kent models. You can choose from Kent Supreme, Grand, Pearl, Excel,

Pride, Super, Wonder, Elite I and Elite II. All these products vary mainly in size and

purpose. For instance, Kent Elite II, as the largest among the others, can provide you

as much as 250 liters a day or twice the amount of purified liquid than other brands. 

The filtered water is free from impurities but the essential minerals are maintained—a

healthiest way to drinking clean water.

No one should sacrifice clean water over cost. Water sustains you through all your

daily activities.  Clean and safe water in your home is made possible with purification

methods and filtration systems available to homeowners like you.

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AWARDS AND ACHIEVMENTS OF COMPANY

2006- Best Domestic Water Purifier Award 2006-07 by UNESCO.

2007- Best Domestic Water Purifier Award 2007-08 by UNESCO.

2007- Golden Peacock Eco Innovation Award by World Environment Foundation.

2008- Excellence Award by Institute of Economic Studies.

2010- 100 Brands That Rocked India awarded by 4Ps (Business & Marketing) -

2010- ‘Gold Seal’ awarded by Water Quality Association (WQA) of USA.

2011- India's Most Admired Consumer Durable Brand awarded by 4Ps (Business &

Marketing)

2011- Commendable Water Purifier - Non Electric 2011-12 awarded by Water Digest

- UNESCO - PHD Chamber.

2011- Distinguished Water Purifier - Reverse Osmosis 2011-12 awarded by Water

Digest - UNESCO – PHD Chamber.

2012- Indian Home Awards - Most Preferred Water Purifier Brand awarded by

Franchise India - Bloomberg TV –

2012- Best Domestic Water Purifier Award awarded by Water Digest – UNESCO.

2013- India's Most Trusted Water Purifier Brand awarded by Brand Trust Report

Trust Research Advisory.

2013- Asia's Most Promising Brands 2012-2013 awarded by World Consulting &

Research Corporation - ibrands360.

2013- Innovative 100 - Certificate of excellence awarded by Inc. India.

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INTRODUCTION TO THE TOPIC

The topic of research here is ‘Consumer preference and satisfaction level towards water purifier with special reference in Jalandhar city’ on the basis of quality & After sales services. So the project is to study the preference of the consumers and their satisfaction level.

CONSUMER PREFERENCE

Here the term ‘consumer’ means the end user of the product who not only consumes the product but also give the feedback to the company.

The traditional view point has been to define consumer strictly in a terms of economic

goods and services. This position holds the consumer are potential purchases of

product and services offered for sale. It is a concept, used in the social science,

particularly economics. It assume a real or imagined “choice” between alternatives

and the possibility of rank ordering of these alternatives, based on happiness,

satisfaction, gratification, utility they provide .More generally it can be seen as a

source of motivation. What a consumer prefer to drink the pure water. It prefer brand,

quality, price & after sales service and any other factors.

CONSUMER SATISFACTION

‘Consumer is king’ –the statement carries profound truth in it. Today the success of

any firm depends upon the satisfaction of consumers. For satisfying the consumers the

firm should know about the behavior of the consumers. In these circumstances

understanding consumer is a very difficult task because of the changing technology,

innovation, and changes in life style. Researchers conducted many research in this

area, and they given only few suggestion, but there is no final conclusion. As per the

ideas given by the researchers, there are two factors influencing the consumers such

as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional

demographic factors and unless their thought process and buying behavior are fully

understood, decisions on product designs and packaging, branding and distribution

channels are likely to be misplaced.

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This study mainly focus on understanding the external factors like demographic, social, cultural ,price, quality ,product attributes etc for buying water purifier like KENT RO . The market share of any product is highly determined by the purchasing behavior of the consumers. Following study is conducted by the researcher to find out the behavior of the consumers, to analyze the preference of consumers, & consumer awareness. Descriptive research design was adopted and the data is collected through primary and secondary sources.

FACTORS AFEECTING CONSUMER PREFERENCE

Quality:

The Quality of a product attract more customers. A person buy some goods to know

about the quality of our product.

Promotion:

The greatest challenge faced by companies today is holding and increasing their

market share and value. This is always a strenuous exercise and one of the tools for

the same is marketing. There is no specific game rule available for using these

marketing tools .The reason is: each promotional tool has its own characteristics.

Brand Awareness:

According to Rossiter and Prey (1987), brand awareness precedes all other steps in

the buying process. A brand attitude cannot be performed, unless a consumer is aware

of the brand. In memory theory, brand awareness is positioned as a vital first step in

building the bundle of associations which are attached to the brand in memory

(Stokes, 1985).

Demographic factor:

Based on this study demographic factor like age, gender, education, status, and

income influence people indirectly for decision making. This is supported by

following evidence. Demographic factors play a major role in children’s power to

influence their parents. For example, Foxman et al. (1989) argue that age is a relevant

variable as older children are presumed to be more knowledgeable about products and

family needs.

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Brand image:

Based on this study the preference for selecting water purifier is mainly based on

brand, quality, and taste. Brand image influencing the consumer mind and consumer

feel the quality of the product. This is supported by the following review.

Zeithaml, Parasuraman, and Berry (1985) suggested that the brand image was an

extrinsic attribute of the product.

Advertising:

Basedonthisstudymajority of the respondentsinfluenced by advertisement for buying water purifier. In recent circumstances technology plays an important role in decision making;especiallyinadvertisingfieldthetechnologyroleisveryhigh.Televisionadvertismentinducingtheconsumermindfordecisionmaking,especiallyadvertisementforwaterpurifierinfluencingtheconsumerto buy a particular brand. Other kind of advertisement in magazine, newspaper also influencing the people. Advertising is a strong base for consumer.

Product attributes:

Based on this study product attributes also influencing the consumers for decision

making. Most of the respondents gave importance to healthy prevention of any water

born diseases, herbal attribute, and fresh water. So people consider the benefit of the

product for buying water purifier.

Price:

Based on this survey, most of the respondents are influenced by price then

availability, and then packaging .For increasing the price of a product the company

should consider the views of consumer otherwise the consumer switch over to

competitor product.

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OBJECTIVES

To study about the preference of customers towards water purifier.

To study on the satisfaction level of customers towards water purifier

.

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SCOPE AND IMPORTANCE OF STUDY

The project aims to get us out of the classroom and into the real world of companies/

competitors, markets, managers and customers. For me, it opens the way for walking

into experiences. The ultimate goal of this research is enormous with its true sense.

Physically and practically, it shows the potential for the company and me.

The scope of the project helps in analyzing the factors, which influence the

referring behavior of customers.

The scope is such that the study has been conducted by taking samples from

different areas, which depicts the overall picture.

The results obtained will give an overview of the different criteria based on

which an existing customer can be used to generate sufficient leads for the

company.

The study can be helpful in taking decision so as to improve the approach

towards customers for getting reference and service.

This project also helps to know how an organization works in real

environment and under different market scenario.

Importance of Study:

The main purpose of study is to know about the preference and satisfaction level of

customers who use water purifiers. The survey was conducted in Jalandhar area not

all but only some parts have included for survey. Due to shortage of time it was not

possible to cover the whole areas. Thus the scope of the study was completed with the

time and resources available.

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RESEARCH DESIGN

TYPE OF RESEARCH

Descriptive study is a fact finding investigation with an adequate interpretation. It is

the simplest type of research and is more specific. Mainly designed to gather

descriptive information and provides information for formulating more sophisticated

studies. Descriptive research, also known as statistical research, describes data and

characteristics about the population or phenomenon being studies.

AREA OF STUDY : JALANDHAR CITY

SAMPLE SIZE : 100 Respondents

METHOD OF DATA COLLECTION

To accomplish the objectives of the study, both primary and secondary data is

collected.

PRIMARY DATA

The data is collected is primary and fresh data. It is original in nature in the shape of

raw material for the purpose of collection of primary data a well structured

questionnaire was filled by the respondents. The questionnaire comprises of close

ended as well as ended questions. The data is also collect from different responses

from the customers some extra information has been obtained through face to face

interviewing activity.The data is collect from various hotels, hospitals, Industries and

various institutes.

SECONDARY DATA

Secondary data is collect from the catalogue and various websites .To prepare a report

various report are also Study.

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DATA PRESENTATION & ANALYSIS

The following data have been collected during the research period taken by me

through the questionnaire method on 100 people of Jalandhar city, Punjab.

Table 1: Frequency of the respondents who have water purifier

Have a Water Purifier Frequency

Yes 80

No 20

Total 100

Fig .1: Frequency of the respondents who have water purifier

yes no0

1020304050607080

INTERPRETATION

The total no. of respondents includes in the research is 100.Out of 100 respondents,

80 people have a water purifier and 20 people have not water purifier. They are

basically small industries.

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Table.2.: Frequency of respondents “which company water purifier they are

used.”

Purifier use by customer Frequency

Kent 25

Aqua guard 30

Aqua fresh 15

Local 10

Total 80

Fig 2.: Frequency of respondents “which company water purifier they are used.”

KENT RO Aquaguard Aqua fresh Local05

1015202530

25 30

15 10

FREQUENCY

FREQUENCY

INTERPRETATION

In above data 25 people use Kent ro,30 people use aquaguard,15 people use Aqua

fresh and 10 people use local purifier.

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Table 3 :How many purifier do you know

RESPONSE Frequency

One or two 30

Three or four 40

More than four

Total

10

80

Fig 3: How many purifier do you know

One or two Three or four More than four0

5

10

15

20

25

30

35

4030

40

10

INTERPRETATION

The above data shown that 30 people know about one or two purifier company name,

40 people know about three or more company name and 10 people know about more

than four company name.

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Table 4: Frequency of respondents about the taste of water on your purifier

Quality Frequency

Good 70

Bad 10

Total 80

Fig 4: Frequency of respondents about the taste of water on your purifier

70

10FREQUENCY

GoodBad

INTERPRETATION

The above data tells about the quality of water taste of purifier. The taste of water is

good. Out of 80 respondents, 70 people have given their view that ‘Taste of water is

good’ 10 person suffering with bad water taste, use local purifier.

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Table 5: Frequency of respondents “who think our purifier provide safe water as

boil water”.

Figure 5: Frequency of respondents “who think our purifier provide safe water

as boil water”.

Good No0

10

20

30

40

50

60

70

80

75

5

FREQUENCY

FREQUENCY

INTERPRETATION

The respondent give the answer that water purifier provide safe water as like boil

water. 75 people think that taste of water is like as boil water and 5 people think that

they do not provide safe water. Because they have suffering with smell problems. The

5 people are from Aqua guard who told that service of purifier is pending.

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Quality Frequency

Yes 75

No 5

Total 80

Table 6: Frequency of respondents about after sales service of water purifier.

AFTER SALES SERVICE FREQUENCY

Satisfied 60

Not satisfied 20

Total 80

Figure 6: Frequency of respondents about after sales service of water purifier.

Satisfied Not satisfied0

10

20

30

40

50

60

70

60

20

INTERPRETATION

The above data show the frequency of respondents about after sales of water purifier.

60 people have given their view that they are satisfied with after sales service and 20

people have given their view that after sales service of KENT RO is not good. They

provide service after Long waiting.

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Table 7: Frequency of respondents about what comes your mind first i.e. Price,

Health & Safety or Both

What comes your mind first Frequency

Price 20

Health & Safety 35

Both 25

Total 80

Fig 7: Frequency of respondents about what comes your mind first i.e. Price,

Health & Safety or Both

Price Health & Safety Both0

10

20

30

40

Frequency

INTERPRETATION

The above data has told frequency of respondents about what comes your mind first

i.e. Price or Health or Both. Out of 80 respondents, 25 respondents have given their

view that both is important that is price as well as health and safety. Frequency of

respondents who are only concern about health and safety was found 35. Frequency of

respondents who are concern about only price was found 20 .

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Table 8: Frequency of respondents about “They would like to purchase our

products again”

Response

Frequency

Yes 50

No 30

Total 80

Fig 8: Frequency of respondents about “They would like to purchase our

products again”

yes no0

10

20

30

40

50

60

RESPONSE

INTERPRETATION

The people who are buying our products again is 50 and 30 who don’t buy our

products again because of several reason that is service or they try some new purifier.

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Table 9: Frequency of respondents about “suggested our product to there

friends”

Response

Frequency

Yes 70

No 10

Total 80

Fig 9: Frequency of respondents about “suggested our product to there friends”

yes no0

1020304050607080

RESPONSE

INTERPRETATION

The people who are suggest these products to our friends is 70 and 10 who don’t

suggest our products to our friends.

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Table10: Number of respondents who buy our products after seeing an

advertisement

Response

Frequency

Yes 60

No 20

Total 80

Figure 10: Number of respondents who buy our products after seeing an

advertisement

yes no0

10

20

30

40

50

60

RESPONDENTS

INTERPRETATION

The advertisement factor also affect the buyer behavior. The number of respondents

who buy our product threw an advertisement is 60 and remaining 20 will buy our

products through our friends reference.

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FINDINGS

o The 30 people know about one or two purifier company name, 40 people

know about three or more company name and 10 people know about more

than four company name.

o The data tells about the quality of water taste of water purifier .The taste of

water is good. Out of 80 respondents, 70 people have given their view that

‘Taste of water is good’ and 10 people view that taste of water is bad.

o The respondent gives the answer that water purifier Provides water as pure

like boil water.75 people think that taste of water is like as boil water and 5

people don’t think that.

o The data show the frequency of respondents about after sales of water purifier.

60 people have given their view that they are satisfied with after sales service

of and 20 people have given their view that after sales service of KENT RO is

not good. They provide service after Long waiting.

o The data has told frequency of respondents about what comes your mind first

i.e. Price or Health or Both. Out of 80 respondents,25 respondents have given

their view that both is important that is price as well as health and safety.

Frequency of respondents who are only concern about health or safety is 35.

Frequency of respondents who are concern about only price is 20 .

o The people who are buying our products again is 50 and 30 who don’t buy our

products again because of service.

o The people who are suggest these products to our friends is 70 and 10 who

don’t suggest our products to our friends.

o The advertisement factor also affect the buyer behavior. The number of

respondents who buy our product threw an advertisement is 60 and remaining

20 will buy our products through our friends reference.

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LIMITATIONS OF THE STUDY

At most attention was taken to eliminate any kind of biasness & miss-interpretation in

the study to get optimum result. Even though the following limitations could have

certain degree of impact on the findings.

The study was confined to Jalandhar city only which may not represent the

real picture of the entire Punjab.

Data collected about consumer preference & satisfaction level may not

represent the real picture.

My Study is confined to 80 respondents.

Lack of research experience.

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CONCLUSION

I had conducted marketing survey in the area of jalandhar city.I had chosen the topic

water purifier because people are very cautious about their health these days and are

very particular about their drinking water. In such a scenario most of the people are

using water purifier.After the survey I came to a solution that the people of Jalandhar

areverymuchawareof waterpurifierandmaximum of themaresatisfied withour product.

Althoughmaximum people are satisfied with the product but still there a pinch of

dissatisfaction among some of the consumers. But the  ratios of  these people are

negligible.

No doubt KENT RO have very good quality of product and availability in all area.

Customer feels delightful with the KENT water quality and is satisfied with KENT

RO but there is pinch of dissatisfaction Customer service.

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RECOMMENDATIONS

As per the survey done following were the recommendations of the Survey:

o PRICING: Depending on the market conditions/competition from other

competitors and also to suit local conditions, there should be flexible pricing

mechanism (either at central or local level).

o IMPROVEMENT IN SERVICE: KENT R0 should immediately Provide

service to all our customers without any waiting .This will Helpful to improve the

sales and productivity and achieve profit. Quality of service to desired level and

provides simultaneous integration with the nationwide.

o UNTAPPED RURAL MARKET: Large part of Punjab rural market is still

untapped therefore KENT RO is required to bring that area under mobility.

o KENT RO needs to spend on advertisement to attract new customers.

o KENT RO should continue to offer the best toppings to stay at the top.

o There should be no compromise in quality of the product.

o Sales person at the retails counters should have proper knowledge about the

product.

o Customer service is something which company should pay more attention.

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BIBLIOGRAPHY & REFERENCES

www.wikipedia.org/wiki/kentro

www.google.com

www.slideshare.net.

Kotler Philip, Marketing Management , edition 11th

Kothari C.R , Research Methodology , edition 2005

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QUESTIONNAIRE

Name of the organization :…………………………Address:………………………….

Email ID:………………………………….Contact no. : ………………………………

Contact person:………………...………………………………………………………..

1. Are you using water purifier system?

□YES □NO

2.Which company water purifier do you used. mention company name?

………………………………………

3.How many water purifiers do you know?

□ One or Two □ Three or Four □ More than four

4.What is your view on taste of water you get from your purifier?

□ Good □ Bad

5. Do you believe that KENT RO provide safe water as boil water?

□ Yes □ No

6. Are you satisfied with the after sales service of water purifier?

□ Satisfied □Not satisfied

7. If you purchase any products what comes in your mind first ?

□ price □ health □ Both

8. Do you purchase any of our products again?

□YES □ NO

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9. Do you suggest this product to your friends?

□YES □ NO

10. Do you buying our product after seeing an advertisement?

□YES □ NO

11. Do you have any other comments or suggestions ?

………………………………………………………………………….

………………………………………………………………………….

………………………………………………………………………….

………………………………………………………………………….

………………………………………………………………………….

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