1.1.

INTRODUCTION
We know that all life is dependent on water and that water exists in
nature in many forms clouds, rain, snow, ice, and fog. However strictly
speaking chemically pure water does not exist for any appreciable length of
time in nature. Even while falling as rain, water picks up small amounts of
gases, ions, dust, from the atmosphere, then as it flows over or through the
surface layers of the earth it dissolves and carries with it some of almost
everything it touches, including that which is dumped into it by man.
These added substances may be arbitrarily classified as biological,
chemical both inorganic and organic! physical and radiological impurities.
They include industrial and commercial solvents, metal and acid salts,
sediments, pesticides, herbicides, plant nutrients, radioactive materials, road
salts, decaying animal and vegetable matter and living micro organisms,
such as algae, bacteria, and viruses. These impurities may give water a bad
taste, color, odor or cloudy appearance turbidity! and cause hardness,
corrosiveness, staining, or frothing, they may damage growing plants and
transmit disease. "any of these impurities are removed or rendered
harmless, however, in municipal drinking water treatment plants.
#ure water means different things to different people. House owners
are primarily concerned with domestic water problems related to color, odor,
taste and safety to family health, as well as the cost of soap, detergents,
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%&oftening' or other treatments re(uired for improving the water (uality,
chemists and engineers working for industry are concerned with the purity of
water as it relates to scale deposition and pipe corrosion. )egulatory
agencies are concerned with setting standards to protect public health.
*armers are interested in the effects of irrigation waters on the chemical,
physical and osmotic properties of soils. #articularly as they influence crop
production+ hence they are concerned with the water,s total mineral content.
#roportion of sodium, or content of ions %toxic' to plant growth.
-ne means of establishing and assuring the purity and safety of water
is to set a standard. . standard is a definite rule, principle, or measurement
which is established by /overnmental authority. The fact that it has been
established by authority makes a standard rigid, official and legal but this
fact does not necessarily mean that the standard is fair or based on sound
scientific knowledge where human health data or other scientific data are
sparse. &tandards have sometimes been established on an interim basis until
better information becomes available.
0hemicals in drinking water which are toxic may cause either acute or
chronic health effects. .n acute effect usually follows a large dose of a
chemical and occurs almost immediately. Examples of acute health effects
are nausea, lung irritation, skin rash, vomiting di11iness and in the extreme,
death
2
The levels of chemicals in drinking water, however, are seldom high
enough to cause acute health effects. They are more likely to cause chronic
health problems, problems that occur after exposure to small amounts of a
chemical over a long period, Examples of chronic health problems include
cancer, birth defects, organ damage disorders of the nervous system and
damage to the immune system.
3
1.2. STATEMENT OF THE PROBLEM
The market is flooded today with drinking water purification systems
which are offered by more than 455 companies selling water treatment
products throughout the nation. Without understanding the intricate problems
and solutions available it can be confusing as to which system to use.
-n the whole, most units improve only the water,s taste and odor
aesthetics!. While this is better than nothing, these systems do not protect us
from the other health ha1ards which can be present in our drinking water.
The company that offers a unit that does reduce contaminants, may
only reduce a fraction of the many water contaminants, and may also only
reduce only a small percentage of those contaminants.
6n recent years, industry standards have been established, and widely
accepted, which make it much easier for the consumer to evaluate the many
different systems available
There are companies offering new types of water purifiers with
distinct features and the consumers are also attracted by those distinction
features and buy the water purifiers. .fter sales and usage, it is necessary to
study about the attitude of the consumers towards the newly bought water
purifiers , Therefore the researcher has selected this problem for study.
1.3. OBJECTIVES OF THE STUDY
7
$. To identify the reasons for using water purifiers
2. To analyse the various sources of information that motivated
consumers to buy water purifiers
3. To findout the brand preference of the consumers
7. To identify the reasons for the brand preference of the consumers
4. To identify the various problems faced by the consumers while using
the water purifiers
8. To give suggestions to marketers to improve their sale and service to
consumers.
1.4. SCOPE OF THE STUDY
6n the present study an attempt has been taken to examine the
consumer attitude towards water purifiers in #alayamkottai area. This study
is made to identify the cost effectiveness, user,s benefits and the consumer
satisfaction towards the services rendered by the dealers of the water
purifiers.
1.5 METHODOLOGY
The primary data was collected directly from the consumers using a
detailed (uestionnaire. The secondary data was collected from text books
and 6nternet. The collected data were coded, tabulated and analysed with the
4
help of statistical tools like percentages and various inferences have been
drawn.
1.6. PREPARATION OF QUESTIONNAIRE
The (uestionnaire which was used for the study has been prepared by
the researcher himself, the variables to be studied have been identified in the
preliminary interview with some consumers. The variables thus identified by
the researcher have been converted into relevant (uestions.
1.7. SAMPLING DESIGN
*or the present study the researcher has adopted random sampling
techni(ue. 9ased on that 45 respondents were chosen for this study. They are
residents of #alayamkottai.
1.. DATA COLLECTION
The primary data for this study were collected through the
(uestionnaire. The (uestionnaires were distributed directly by the researcher
to water purifiers, consumers. Then the data were collected in *eb 255:. The
researcher met the respondents directly with the help of information from
different sources.
8
1.!. DATA PROCESSING
.fter the collection of primary data, the researcher verified the data
collected. .fterwards the data were edited and coded. . master table was
prepared to summari1e all the information contained in the (uestionnaire.
Then the classifications of tables was done with the help of the master table
and they were analysed.
1.1". TOOLS OF ANALYSIS
While analysing the primary data, statistical tools were used. The
statistical tool includes tabulations and simple percentages.
1.11. GEOGRAPHICAL AREA
The researcher has selected #alayamkottai area for his study. The area
are includes #alaimarket, &anthinagar, , "urugankurichi and &outh 9a1aar
1.12. LIMITATIONS OF THE STUDY
$. ;ue to time constraints the number of respondents and geographical
area was limited by the researcher.
2. The report is prepared on the basis of the information collected from
the respondents, <o secondary data was available for the study.
:
3. When the researcher went to the field for data collection there were
some difficulties. "ost of the respondents were reluctant to express
their response immediately. 6t took time to convince them.
=
2.1. HOME #ATER TREATMENT SYSTEMS$
2.1.1. INTRODUCTION
The home water treatment industry has responded to recent public
concern over water (uality by introducing a wide variety of home water
treatment products into the marketplace. When faced with so many choices,
consumers wonder what, if any, water treatment system they need. The
various methods for treating water and some of the advantages and
disadvantages of those methods are described in this bulletin. This is not an
endorsement of any particular method or product for treating water at home.
2.1.2. NEED FOR HOME #ATER TREATMENT SYSTEM
6f you are on a public drinking water supply, it most likely meets
national safety standards. Home water treatment systems should not be
needed for health protection. House owners using a private water supply are
responsible for monitoring the (uality of their own drinking water supply.
Water treatment devices can improve the (uality of water by reducing
health ha1ards such as bacteria, chemical pollutants and other toxic
substances, or help remove nuisance problems, such as odors or hardness.
9efore considering water treatment systems, we should know the
(uality of our water supply. -dor and hardness problems can sometimes be
detected by simple observation. ;etection of bacteria, potentially toxic
>
substances and other contaminants usually re(uires laboratory conducted
tests. 6f any undesirable (ualities are identified in the water, the problem can
often be solved by repairing or replacing the existing water system or
treating the home water supply.
2.2. #ATER TREATMENT SYSTEMS GENERALLY USE ONE OR A
COMBINATION OF THESE FIVE BASIC CATEGORIES
;isinfection methods 0hlorination, ultraviolet light, etc.,!
*iltration, including activated carbon filters
)everse osmosis
;istillation
2.3. THERE ARE FOUR BASIC #ATER FILTERS
2.3.$. ;istiller
2.3.2. )everse osmosis filters
2.3.3. .ctivated carbon water filters
2.3.7. 9ackwash
2.3.1. DISTILLERS
;istillation, according to ?ohn .rcher,s informative book on water
%The water you drink', is an ancient method where you heat water until it
$5
vapori1es. .s the water vapori1es, bacteria, minerals and most other
substances are left behind. The steam cools and condenses into relatively
pure water. ;istilled water tastes flat because it has lost its dissolved oxygen.
2.3.2. REVERSE OSMOSIS
. technology that was originally designed to desalinate seawater,
)everse -smosis filters or )- are used widely to provide industry with
purified water. 6t,s a nature process adopted by technology which operates
when two li(uids of different concentrations are separated by a semi
permeable membrane. Water passes through the membrane towards the more
concentrated solution. 6n home systems, this water is forced under pressure
against an ultrafine semi permeable membrane so fine as to allow only
single molecules through, re@ecting most contaminants. Anlike distillers, it
allows oxygen to pass through, so )- water is not dead tasting.
Typical units produce water drop by drop, so they need a pressuri1ed
tank to store the result for fast access. 6t,s also rather inefficient in that it may
take up to 4 liters of water to produce one clean liter. "embranes must be
replaced by a (ualified tradesperson
2.3.3. ACTIVATED CARBON FILTERS
Treat general taste and odor problems, including chlorine residue.
When water flows through carbon filters, contaminants adsorb or stick to the
$$
surfaces of the carbon particles. .ctivated carbon filters are reported to be
the best method available for removing specific organic chemicals, including
some pesticide residues. &tudies have also shown that /.0 granular
activated carbon! adsorption is an effective method for radon removal.
"echanical filters trap, though a straining process, sand, dirt, and other
suspended particles to reduce turbidity in water.
0arbon water filter devices are available in several si1es and designs.
&mall units fit on kitchen taps. Barge underCsink units, often called inCline
filters, are designed to treat up to $455 gallons.
-n such a unit the canister is connected to the cold water line. -ther
styles are available that treat all household water.
.ctivated 0arbon water filters are used in all of our loni1ing water
filters because they allow beneficial soluble minerals to pass through the
filter, into the ioni1ing chamber and out into the alkaline ioni1ed micro
clustered water. They are relatively inexpensive to replace and ensure a
continued high standard of filtration.
2.3.4 BAC%#ASH
6n terms of water treatment, backwash refers to the reversal pumping
of water, and sometimes intermittent with air, through the process. *ilters get
dirty and must be maintained. This can be )apid *ilters, #ressure *ilter,
$2
/.0 filters etc. To keep them functional, they have to be washed
periodically. The process, called DbackwashingD
2.4. ADDITIONAL TREATMENT OF #ATER
2.4.1. F&'()*+,-*(.
6n many areas fluoride is added to water for the purpose of preventing
tooth decay. This process is referred to as water fluoridation. *luoride is
usually added after the disinfection process. 6n the Anited &tates, fluoridation
is usually accomplished by the addition of dihydrogen hexafluorosilicate,
which decomposes in water, yielding fluoride ions.
2.4.2. #,-/) 0(.+*-*(.*.1$
This is a method of reducing the effects of hard water. Hardness salts
are deposited in water systems sub@ect to heating because the
decomposition of bicarbonate ions creates carbonate ions which crystalise
out of the saturated solution of calcium or magnesium carbonate. Water
with high concentrations of hardness salts can be treated with soda ash
sodium carbonate! which precipitates out the excess salts, through the
common ion effect, as calcium carbonate of very high purity. The
precipitates calcium carbonate is traditionally sold to the manufacturers of
toothpaste. &everal other methods of industrial and residential water
treatment are claimed without general scientific acceptance! to include the
use of magnetic orEand electrical fields reducing the effects of hard water.
$3
2.4.3. P&'23(45(&6/.07 )/+'0-*(.$
6n areas with naturally acidic waters of low conductivity i.e. surface
rainfall in upland mountains of igneous rocks!, the water is capable of
dissolving lead from any lead pipes that it is carried in. The addition of small
(uantities of phosphate ion and increasing the pH slightly both assist in
greatly reducing plumboCsolvency by creating insoluble lead salts on the
inner surfaces of the pipes.
2.4.4. R,+*'2 R/2(6,&$
&ome groundwater sources contain radium, a radioactive chemical
element, including many groundwater sources north of the 6llinois )iver in
6llinois. )adium can be removed by ion exchange, or by water conditioning.
The back flush or sludge that is produced is, however, a lowClevel
radioactive waste.
2.4.5. F&'()*+/ R/2(6,&$
.lthough fluoride is added to water in many areas, some areas of the
world have excessive levels of natural fluoride in the source water. Excessive
levels can be toxic. -ne method of reducing fluoride levels is through
treatment with activated alumina.
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2.5. OTHER #ATER PURIFICATION TECHNIQUES
-ther popular methods for purifying water, especially for local private
supplies are listed below. 6n some countries some of these methods are also
used for large scale municipal supplies. #articularly important are distillation
deCsalination of seawater! and reverse osmosis.
2.5.1. B(*&*.1$
Water is heated hot enough and long enough to inactivate or kill
microCorganisms that normally live in water at room temperature. <ear sea
level, a vigorous rolling boil for at least one minute is sufficient. .t high
altitudes greater than two kilometers or 4555 feet! three minutes is
recommended.
2.5.2. C,)3(. 8*&-/)*.1$
0harcoal, a form of carbon with a high surface area, absorbs many
compounds including some toxic compounds. Water passing through
activated charcoal is common in household water filters and fish tanks.
Household filters for drinking water sometimes contain silver to release
silver ions which have a bactericidal effect.
$4
2.5.3. D*5-*&&,-*(.
6nvolves boiling the water to produce water vapour. The vapour
contacts a cool surface where it condenses as a li(uid. 9ecause the solutes
are not normally vaporised, they remain in the boiling solution. Even
distillation does not completely purify water, because of contaminants with
similar boiling points and droplets of unvaporised li(uid carried with the
steam. However, >>.>F pure water can be obtained by distillation.
;istillation does not confer any residual disinfectant and the distillation
apparatus may be the ideal place to harbour BegionnairesG disease.
2.5.4. R/6/)5/ (52(5*5$
"echanical pressure is applied to an impure solution to force pure
water through a semiCpermeable membrane. )everse osmosis is theoretically
the most thorough method of large scale water purification available,
although perfect semiCpermeable membranes are difficult to create. Anless
membranes are wellCmaintained, algae and other life forms can colonise the
membranes.
2.5.5. I(. /90:,.1/H
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"ost common ion exchange systems use a 1eolite resin bed to replace
unwanted 0a
2I
and "g
2I
ions with benign soap friendly! <a
I
or J
I
ions.
This is the common water softener.
2.5.6. E&/0-)(+/*(.*;,-*(.$
Water is passed between a positive electrode and a negative electrode.
6on selective membranes allow the positive ions to separate from the water
toward the negative electrode and the negative ions toward the positive
electrode. High purity deioni1ed water results. The water is usually passed
through a reverse osmosis unit first to remove nonCionic organic
contaminants.
2.6. ADVANTAGES OF #ATER FILTER SYSTEM
2.6.1C(.6/.*/.0/
#oint of use water filter systems provide sparkling clear, refreshing,
delicious water .There are no heavy bottles to lift+ no waiting for deliveries,
no water dispenser that can become contaminated by bacteria if not cleaned
regularly
2.6.2. L/55 /9</.5*6/
6t cost @ust pennies for gallon, and provides you with the maximum
performance, safety, and convenience. #oint of use drinking water filter
$:
systems are the most advanced, effective replacement for bottled water that
is available, as well as being the most inexpensive location to treat your
drinking water
2.6.3. H*1:/) =',&*-7 D)*.>*.1 ?,-/)
-ur drinking water is treated at the point ofCuse, right from your tap,
as we need it. -ur water does not sit around not days, weeks, or even months
before use.
2.6.4. V*)-',&&7 U.&*2*-/+ S'<<&7
0lean, sparkling and refreshing drinking water is always available,
right at our tapK <o hauling water from the bottle. Ase all we need for
cooking, drinking, beverages, food preparation, etc.,
2.7. FEATURES OF #ATER FILTER SYSTEM
The "ultiple filters offers the most effective drinking water filters
solutions available, featuring
&uperior performance and certified by <&* 6nternational
9etter L less expensive than bottled water
.warded 9est 9uy from consumers digest maga1ine
Ansurpassed (uality for removing chlorine, lead, cryptosporidium,
/iardia, pesticides and more
$=
;edication to Excellence..... Triple /uarantee
#lus...../)E.T home based 9usiness -pportunityK
2.. RELATED THEORIES
2..1. INTRODUCTION
The individualGs specific in the market place is affected by internal
factors such as needs, motives, perception and attitudes as well as by
external or environmental influences such as family, social groups, culture,
economic and business influences. .ttitude play a key role in marketing
strategy, that is most advertising is undertaken on the assumption that a
change in attitude will be accompanied by a change in behavior
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.
.ttitude is a set of regulations of an individualGs feelings, thoughts and
predisposition to behave towards some aspects of the world. .ttitudes are
learned primarily through interaction with other groups particularly family
and peer groups. .n attitude can not be directly measured.
2..2. ATTITUDES
&ocial attitudes are individual attitudes directed towards social
ob@ectives. 0ollective attitudes are individual attitudes. &o, strongly
interconditioned by collective contacts that they become highly standardi1ed
$
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0-"#.<M, $>87, #.>:
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and uniform with in the group. While most social attitudes are thus
collectively interconditioned and standardi1ed, other such as those of antiC
social and malad@usted individuals and of persons living in advance of their
time are also important. The attitude is originally a trial responses, i.e.
6nterrupted, preparatory or substitute behaviour arising within an
incompleted ad@ustment response, but it may become the permanent set of
the organism. 6t ranges from concrete overt muscular response to that which
is abstract, inner or neutral all three control functions.
*irst, it enables the ad@ustment organism to take a sensory and
perceptual inventory of its techni(ue and thus to control subse(uent
ad@ustment behaviour. This control becomes intellectual when the attitudes
are abstract and symbolical.
&econdly, a competing, contending or coCoperating organism
perceiving the attitudes of another, may so direct its responses as to protect
or further its interests.
Thirdly, the attitude is used to indicate oneGs intention to others, thus
preventing aggression and inducing fear or cooperation. This function often
operates on an automic basis, and in man it reaches a very high development
through the use of obstract thought communicated through spoken or written
language. The -vert attitudes are easily perceived but the inner or neuroC
psychic attitudes are difficult to detect, although it is more important to
respond to them than to the overt attitudes. 0onse(uently the inner attitudes
25
have developed substitute overt expression, largely through vocalisation,
gesture and handwriting movements, to take the place of the older overt
partial and preparatory movements which are dropped as trial and error
become increasingly neutral and decreasingly muscular. These last two
functions of attitudes arc specifically social and closely correlated with
social consciousness. The finest function is primarily personal and is most
closely correlated with self Cconciousness. .ttitudes form the basis of all
language and communication. 6n them is implicit all finished social
behaviour and through them practically all social ad@ustment is
communicated. 6t has always been important to respond to behaviour while it
is still attitudinal, that is recogni1able tendency or as intention, language,
which is eventually symbolic and substitute behaviour, has made such
anticipatory responses possible even to the most hidden or abstract inner
attitude.
2..3. CONSUMER ATTITUDE
.ttitudes are evaluate statements either favorable or unfavorable
concerning ob@ects, people or events. The reflect is how one feels about
something. When 6 say D6 like my @obD, 6 am expressing my attitude about
my work.
The attitudes occur within and are affected by the situation. &ituation
are events or circumstances that, at a point in time, influence the relationship
2$
between attitudes L behaviour. . situation can cause consumers to behave in
a manner seemingly inconsistent with their attitudes.
2.!. COMPONENTS OF ATTITUDES
. components or tripartite approach to attitude has been the traditional
way to view the sub@ect. 6n this view+ an attitude has three parts.
$. 0ognitive component
2. .ffective component.
3. 9ehavioral component

2.!.1. C(1.*-*6/ 0(2<(./.-
The 0ognitive component involves all beliefs, knowledge and
thoughts about the ob@ect C a consumerGs perception of the product attributes
or characteristics. 6s it durableN ExpensiveN &uitable for a person like meN
2.!.2. A88/0-*6/ C(2<(./.-
.ffective component consists D. consumerGs emotions or feelings with
respect to particular product or brand constitute the affective component of
an attitude. These emotions and feelings are primarily evaluative in nature.
The affective component assess over all feeling about the attitudeCob@ect, it is
fre(uently considered with the essential aspect of an attitude.
22
2.!.3. B/:,6*(),& C(2<(./.-
9ehavioral component is concerned with the likelihood or tendency
that an individual will undertake on a specific action or behave in a
particular way with regard to the attitudeCob@ect. The behavioral component
may include the actual behavior itself. 6n marketing and consumer research,
the behavioral component is fre(uently treated as an expression of the
consumerGs intention to buy.
2.1". MODERN ATTITUDE THEORY
6n recent years, theory about attitudes has changed to emphasi1e a
more singular view of attitude as affect. .ttitude is thus seen as comprising
feelings about brands, the shifts in view does not discount the importance of
cognitive or behavioral components but simply does not define them as
components of attitude. 6ndeed, an Exhibit diagram shows, in this view
attitude are based on cognitive beliefs. 9ehavioral intentions are in turn
influenced by both cognitions and attitude affect.
23
2.11. T#O VIE#S ABOUT THE NATURE OF ATTITUDES
2.12. MEASUREMENT OF ATTITUDES
&everal attitude measurement approaches are fre(uently employed to
determine consumer attitudes. -bservation and inference, (ualitative
research methods, and self report attitude scales.
27
2.12.1. O35/)6,-*(. (8 B/:,6*()5
&ince one cannot get inside consumersG heads to observe their attitudes
directly, we must rely on indirect measures of attitudes. -ne such
measurement approach is to observe consumersG behavior and to infer their
attitudes from their behaviour.
.lthough observational research is (uite useful, drawing conclusions
about consumersG attitudes from their behaviour is often (uite difficult and
very likely to be sub@ective. 6t is difficult for an observer, even a highly
trained one, to be confident about inferring attitudes from a single action, in
a single situation.
2.12.2. Q',&*-,-*6/ R/5/,)0: M/-:(+
.ttitude researchers have found (ualitative research methods,
especially depth interviews and focus group sessions, to be very useful in
undertaking the nature of consumersG attitudes.
While these two research methods differ in composition, both are
closely associated with motivational research and have their roots in the
psychoanalytic and clinical aspects of psychology. 6n particular, both stress
openCended and free response types of (uestioning that stimulate
respondents to reveal their inner thoughts and beliefs.
24
2.12.3. S/&84R/<()- A--*-'+/ S0,&/5
The most common way of accessing consumers, attitude is through the
administration of a (uestionnaire containing attitude scales. While a great
many attitude scalling procedures have been proposed, the three most
popular are one likert scales, semantic differential scales, and rankCorder
scales
2
.
2.13. ATTITUDE FORMATION
-ur examination of attitudes formation is divided into three areaH They
are the learning of attitudes, the sources of influence on attitudes
information, and the impact of personality on attitude formation.
2.13.1. L/,).*.1 A--*-'+/5
When we speak of the formation of an attitude, we are referring to the
shift from no attitude towards a given ob@ect to some attitude toward it. To
understand this shifts attitude formation! re(uires an appreciation of the
basic learning process involved.
2.13.2. C&,55*0,& C(.+*-*(.*.1
.n originally neutral stimulus, such as the brand name for a new
product, can produce a favourable or unfavorable attitude if it is repeatedly
followed by or allocated with a reward or punishment. The idea of family
2
E.H.9onefied, %. comment on the state of attitude measurement on consumer )esearch , #. 238 C 277
28
branding in based on this form of attitude learning+ by giving a new brand of
perform, coco, the benefit of a wellCknown and responded family name
chance perform the marketers are counting on an extension of the favorable
attitude already associated with the channel brand name to the new product.
&imilarly, marketers who associate fair new products with wellCknown
and respected celebrities are trying to create a positive bond between the
celebrity who already en@oy a positive attitude and the DneutralD new
product. The hope to transfer recognition and goodwill from the celebrity to
their product so that potential consumers will more (uickly ac(uire a
positive attitude toward the new product.
2.13.3. C(1.*-*6/ L/,).*.1 T:/()7
6n situation where consumers are (uite involved in a purchase
decision, cognitions knowledge, beliefs! are likely to be a ma@or input in the
formation of attitudes. /enerally speaking, the more information an
individual has about products or service, the more likely he or she is to have
an attitude towards it C either positive or negative.
2:
2.14. ATTITUDE CHANGE
The attitude changes are learned, they are influenced by personal
experience and other sources of information, and personality affects both the
receptivity and the speed with which attitudes are likely to be altered.
STRATEGIES OF ATTITUDE CHANGE
.ltering consumer attitudes is a key strategy consideration for most
marketers. 6f a marketer is in the fortunate position of having its brand
possess the lionGs share of the market, the overriding goal is likely to be to
fortify the existing positive attitudes of its customers so that they will not
succumb to the blandishment of competitors and defect.
To understand the dynamics of attitude change, we will examine a
number of attitude change, strategies that can be classified under the
following categories.
$. 0hanging the basic motivational function
2. .ssociating the product with a specific group of event
3. )elating to conflicting attitudes
7. .ltering components of the multiCattribute model and
4. 0hanging beliefs about competitorsG brands.
2=
2.14.1. C:,.1*.1 -:/ B,5*0 2(-*6,-*(.,& 8'.0-*(.
-ne way of changing attitudes towards a product or brand is to make
new needs prominent. -ne attitude change theory that demonstrates how
changing basic motivations can change attitudes is known as the functional
approach. With this approach, we classify attitudes in terms of four
functionsH the utilitarian function, the egoCdefensive function, the value
expensive function, and the knowledge functions.
2.14.1.1T:/ U-*&*-,)*,. F'.0-*(.
We hold certain brand attitudes partly because of the brandGs utility, if
a product has helped us in the past, even in a small way+ our attitude towards
it tends to be favourable. -ne way of changing attitudes in favour of a
product is by showing people that it can solve a utilitarian goal they may not
have considered.
2.14.1.2. T:/ E1(4D/8/.5*6/ F'.0-*(.
We want to protect our concept from inner feelings of doubt.
0osmetics and personal hygiene products, by acknowledging this need,
increase their relevancy to the consumer and heighten the possibility of a
favourable attitude by offering reassurance to the consumerGs selfCconcept.
2>
2.14.1.3. T:/ V,&'/4E9<)/55*6/ F'.0-*(.
.ttitudes are one expression of general values, lifeCstyle, and outlook.
6f a consumer segment generally holds a high evaluation towards being Din
fashionD, and highCfashion clothing and accessories are treated as symbols of
that lifestyle, then attitude towards fashion and fashionable clothing will
reflect these positive attitudes. 6f consumer segment holds a low evaluation
of the Dfashionable lifeD, then this segment will have negative attitudes
toward the lifestyle that faddy fashion symboli1es.
2.14.1.4. T:/ %.(?&/+1/ F'.0-*(.
6ndividuals have a strong need to know and understand the people and
things with whom they come in contact, especially if they think they might
influence behaviour. The Dneed to knowD a cognitive need, is important in
marketers concerned with product positioning. 6ndeed, most product and
brand positioning are attempts to satisfy consumersG needs to know and
increase their positive attitudes toward the brand by clarifying its advantages
over competitive brands.
35
2.14.2.A55(0*,-*.1 -:/ P)(+'0- ?*-: , G)('< (8 E6/.
.ttitudes are related, at last in part, to certain groups or social events.
6t is possible to alter attitudes toward products, services and brands by
pointing out their relationships to particular social groups and events.
2.14.3. R/&,-*.1 T( C(.8&*0-*.1 A--*-'+/5
.ttitude change strategies can also be designed to take advantage of
actual or potential conflict between attributes. &pecifically, if consumers can
be made to see that their brand attitude is in conflict with another, more basic
attitude they may be DforcedD to change their evaluation of the brand.
2.14.4. A&-/)*.1 C(2<(./.-5 (8 the M'&-*4A--)*3'-/ M(+/&
These models have important implicational for attitudeCchange
strategies. Asing the popular *isbbein attitudeCtowardCob@ect model, we will
consider the following strategies for carrying out programs of attitude
changeH
$. 0hanging the relative evaluation of attributes,
2. 0hanging brand beliefsbi!
3. .dding an attribute 0ombined bi, ei! and
7. 0hanging the overall brand rating.
3$
2.14.4.1. C:,.1*.1 -:/ R/&,-*6/ E6,&',-*(. (8 A--)*3'-/5$
The market for money product categories is structured so that different
consumer segments are attracted to brands that offer different features or
beliefs.
6n general term, when a product category is naturally divided with
respect to distinct product features or promised benefits that appeal to a
particular segment of consumers. There is usually an opportunity for the
marketer to attempt a Dcross overD+ that is to convince consumers who prefer
one version of the product to shift their attitudes toward another version of
the product, and vice versa.
2.14.4.2. C:,.1*.1 B),.+ B/&*/8$
. second cognitueCoriented strategy for changing attitudes
concentrates on changing beliefs or perceptions about the brand itself. This is
by far the most common form of adverting appeal. .dvertisers are constantly
reminding us that their product has DmoreD or is DbetterD or DbestD. 6nterms
of some important product attribute.
Two cautions are necessary here, first, in the long run a brandCattribute
perception change will not work if the brand does not actually have the
attribute in (uestion. &econd, changes in the relative evaluations of both the
attributes and the brandCattribute beliefs must not be too drastic, because too
32
extreme an advertising #osition would probably result in re@ection of the
whole message. This caution is based on the assimilation contrast theory.
2.14.4.3. A++*.1 ,. A--)*3'-/$
.nother cognitive strategy consists of adding an attribute. This can be
accomplished by either adding an attribute that has previously been ignored
or adding an attribute that represents a technological improvement or
innovation.
2.14.4.4. C:,.0*.1 -:/ O6/),&& B),.+ R,-*.1
&till another cognitiveCoriented strategy consists of attempting to alter
consumersG overall assessment of the brand directly without attempting to
improve or change their evaluation of any single brand attributes. &uch a
strategy fre(uently relies on providing some form of significant global
statement that the brand is the largest selling brand or that it is the brand all
others try to imitate, or a similar claim that sets the brand apart from all its
competitors.
2.14.5. C:,.1*.1 B/&*/85 ,3('- C(2</-*-()5
1
B),.+5$
. final strategy involves changing consumer beliefs about the
attributes of competitive brands or product categories. This has become a
33
more heavily utili1ed strategy as the popularity of comparative advertising
has grown.
However, this strategy must be used with caution. &ome evidence
suggests that comparative advertising can boomerang by giving visibility to
competitive brands and claims. *urther evidence that if the audience is
sophisticated and involved, its attitudes may be (uite difficult to change with
any kind of message.
2.15. THE BUYER DECISION PROCESS FOR NE# PRODUCTS
We have looked at the stages the buyers go through in trying to satisfy
a need. 9uyers may pass (uickly or slowly through these stages, and some of
the stages may even be reversed. "uch depends on the nature of the buyers,
the product, and the buying situation.
We now look at how buyers approach the purchase of new products. .
new product is a good, service, or idea that is perceived by some potential
customers as new. 6t may have been around for a while, but our interest is in
how consumers learn about products for the first time and make decisions on
whether to adopt them. We define the adoption process as Dthe mental
process through which an individual passes from first learning about an
innovation to final adoptionD, and adoption as the decision by an individual
to become a regular user of the product.
37
2.15.1. S-,1/5 *. -:/ A+(<-*(. P)(0/55
0onsumers go through five stages in the process of adopting a new
productH
2.15.2. A?,)/./55
The consumer becomes aware of the new product, but lacks
information about it.
2.15.3.I.-/)/5-
The consumer seeks information about the new product.
2.15.4. E6,&',-*(.
The consumer tries the new product on a small scale to improve his or
her estimate of its value.
2.15.5. T)*,&
The consumer tries the new product on a small scale to improve his or
her estimate of its value.
34
2.15.6. A+(<-*(.
The consumer decides to make full and regular use of the new
product. This model suggests that the newCproduct marketer should think
about how to help consumers move through these stages. . manufacturer of
largeCscreen televisions may discover that many consumers in the interest
stage do not move to the trial stage because of uncertainty and the large
investment. 6f these same consumers would be willing to use a largeCscreen
television on a trial basis for a small fee, the manufacturer should consider
offering a trialCuse plan with an option to buy.
38
3. INTRODUCTION
The primary data were collected by the )esearcher by using a detailed
(uestionnaire. .fter the completion of the data collection the collected data
were analysed and processed here in this chapter by using various statistical
tools such as simple table, simple percentage and different kinds of charts.
Each and every table is explained below with detailed interpretation.
TABLE 3.1
DISTRIBUTION OF RESPONDENTS BY SE@
S.NO SE@ NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
1. M,&/ 2 56
2. F/2,&/ 22 44
5" 1""
S(')0/$ P)*2,)7 D,-,
*rom the above table it is clear that out of 45 respondents 2= 48F!
are male and 22 77F! are female.
3:
TABLE.3.2
DISTRIBUTION OF RESPONDENTS BY AGE
S.NO AGE NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
1. B/&(? 2"
7/,)5
3 6
2. 214 3" 7/,)5 25 5"
3. 31 D 4" 7/,)5 15 3"
4. 41 7/,)5 ,.+
,3(6/
7 14
5" 1""
S(')0/$ P)*2,)7 D,-,
Table 2 shows that out of 45 respondents 38F! of the respondents are
under the age group. of %9elow 25 years' , 24 respondents 45F! are
between the age group of 2$ 35 years, $4 respondents 35F! are between
the age group of 3$ C 75 years, and : respondents $7F! are 7$ years and
above.
3=
TABLE$3. 3
DISTRIBUTION OF RESPONDENTS BY EDUCATIONAL STATUS
S.NO EDUCATIONAL
STATUS
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
1. B/&(? HSC 16
2. D/1)// 22 44
3. P(5- 1),+',-/ 12 24
4. P)(8/55*(.,& 3 6
5. D*<&(2, 5 1"
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table indicates that among the educational status of 45
)espondents, there were = respondents $8F! who have finished H.&.0,
22 77F! respondents have the are under graduates, $2 respondents 27F!
are post graduates, 3 respondents 8F! have finished professional education
and 4 respondents $5F! have finished diploma. .
3>
TABLE$ 3.4
DISTRIBUTION OF RESPONDENTS BY MONTHLY INCOME
S.NO MONTHLY INCOME NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
1. B/&(? R5. 5""" 17 34
2. R5.5""1 -( R5.1"E""" 22 44
3. R5.1"""1 -( R5. 15E""" 6 12
4. R5. 15E""1 ,.+ ,3(6/ 5 1"
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table reveals that out of 45 respondents $: 37F!
respondents come under the category of %below )s.4555' 22 77F!
respondents are between %)s. 455$ to )s. $5,555' category, 8 $2F!
respondents are between %)s $5,55$ to $4,555' category, and 4 $5F!
respondents fall under the category of )s. $4,55$ and above'
75
DISTRIBUTION OF RESPONDENTS BY MONTHLY INCOME
C:,)- 4 1
7$
TABLE$3. 5
DISTRIBUTION OF RESPONDENTS BY SOURCE OF
INFORMATION FOR THE #ATER PURIFIERS
S.NO SOURCES NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
1. A+6/)-*5/2/.- 26 52
2. R/&,-*6/5 13 26
3. R/<)/5/.-,-*6/5 ! 1
4. O-:/)5 2 4
5" 1""
S(')0/ $ P)*2,)7 D,-,
The above table shows that 28 42F! of the total respondents are
influenced by the $
st
source .dvertisement! and $3 28F! are influenced
by )elatives, > $=F! are influenced by )epresentatives, and 27F! of the
respondents are influenced by water purifier users.
72
DISTRIBUTION OF RESPONDENTS BY SOURCE OF
INFORMATION FOR THE #ATER PURIFIERS
C:,)- 4 2
73
TABLE$ 3.6
DISTRIBUTION OF RESPONDENTS BY THE PURPOSE OF USING
THE #ATER PURIFIERS
S.NO PURPOSE NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
1. D)*.>*.1 (.&7 4" "
2. D)*.>*.1 ,.+
0((>*.1
1" 2"
5" 1""
S(')0/$ P)*2,)7 D,-,
The table 8 shows that 45 respondents, 75 =5F! purchased water
purifiers for the purpose of purifying drinking water and $525F! of the
respondents are using water purifiers for purifying the water for the purpose
of cooking and drinking.
77
TABLE$ 3.7
DISTRIBUTIONS OF RESPONDENTS BY REASON FOR BUY THE
#ATER PURIFIER
S.NO REASON NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. &tatus 4 $5
2. #rotection 75 =5
3. To go along with
others
4 $5
7. -thers
mention!
5 5
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table indicates the reason for buying the water purifiers,
out of 45 respondents, 4 respondents $5F! are influenced by status,
4 respondents $5F! are influenced to go along with others and
75 respondents =5F! are influenced by safety protection!
74
DISTRIBUTIONS OF RESPONDENTS BY REASON FOR BUY THE
#ATER PURIFIER
C:,)- 43
78
TABLE$3.
DISTRIBUTION OF RESPONDENTS BY PERIOD OF USAGE
S.NO PERIOD OF
USAGE
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. 9elow 2 years 25 75
2. .bove 2 years but
below 7 years
25 75
3. .bove 7 years but
below 8 years
8 $2
7. .bove 8 years but
below = years
7 =
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table reveals that 2575F! of the respondents using
purifiers for the period of % below 2 years % , 25 75F! of the respondents
belong to the category of %.bove 2 years but below 7 years 8$2F! of the
respondents belong to Oabove 7 years but below 8 years O and the remaining
7=F! respondents belong to the category of above 8 years but below =
years .
TABLE$ 3.!
7:
DISTRIBUTION OF RESPONDENTS BY BRANDS OF #ATER
PURIFIERS
S.NO BRAND NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Water pure $5 25
2. .(ua guard 33 88
3. Biving water
care
4 $5
7. .(ua life 2 7
4. -thers
mention!
C 5
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table indicates the type of water purifiers used by the
respondents. 3388F! respondents have used .(ua guard, $525F!
respondents have used water pure, 4$5F! respondents have used living
water care, and 27F! of the respondents have used .(ua life.
7=
DISTRIBUTION OF RESPONDENTS BY BRANDS OF #ATER
PURIFIERS
C:,)- 4 4
7>
TABLE$ 3.1"
DISTRIBUTION OF RESPONDENTS BY PREFERENCE TO#ARDS
#ATER PURIFIERS
S.NO PREFERENCE NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. ;iscount : $7
2. Bow price 8 $2
3. #opularity $2 27
7. Puality 24 45
5" 1""
S(')0/$ P)*2,)7 D,-,
The researcher observed that some features of water purifiers such as
discount, low price, popularity, Puality are the motivating factors of the
customers for preferring a particular brand of the water purifier. .mong them
(uality is the most important motivating factor 2445F!, which is followed
by popularity $2 27F! , discount : $7F! and low price 8$2F!
45
DISTRIBUTION OF RESPONDENTS BY PREFERENCE TO#ARDS
#ATER PURIFIER
C:,)- 4 5
4$
TABLE$3. 11
DISTRIBUTION OF RESPONDENTS BY AFTER SALES SERVICE
S.NO AFTER SALES
SERVICE
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 72 =7
2. <o = $8
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table indicates that most of the users 72=7F! get after
sales service and the remaining . =$8F! of the respondents do not get after
sales service.
42
TABLE$3. 12
DISTRIBUTION OF RESPONDENTS BY LEVEL OF
SATISFACTION OF DEALERS
S.NO LEVEL OF
SATISFACTION
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Highly satisfied $3 28
2. "oderately satisfied 22 77
3. &atisfied to some
extent
= $8
43 6
S(')0/$ P)*2,)7 D,-,
6t is evident from the table that most of the )espondents 2277F! are
moderately satisfied about the after sales service. $3 28F! of the
respondents are highly satisfied, = $8F! of the respondents are satisfied to
some extent.
43
TABLE$3. 13
RESPONDENTS OPINION ON THE MAINTENANCE COST OF
#ATER PURIFIER
S.NO MAINTENANCE
COST
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. 9eyond reasonable
level
24 45
2. )easonable 24 45
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table reveals that 24 45F! of the respondents replied that
the maintenance costs are beyond the reasonable level, and the remaining
2445F! of the respondents replied that the maintenance costs are
reasonable.
47
TABLE$ 3.14
DISTRIBUTION OF RESPONDENTS BY E@POSURE TO#ARDS
DISEASES AFTER THE INSTALLATION OF A #ATER PURIFIER
S.NO LEVEL OF
DISEASES
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Bevel of lesser
diseases
75 =5
2. Bevel of higher
diseases
$5 25
5" 1""
S(')0/$ P)*2,)7 D,-,
This table indicates that of the ma@ority of the respondents 75 =5F!
replied positively, only $525F! of the respondents replied negatively.
44
TABLE$3. 15
DISTRIBUTION OF RESPONDENTS BY OPINION ON THE
PURITY OF #A#ER
S.NO OPINION NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. #urity $= 38
2. <o #urity 32 87
5" 1""
S(')0/$ P)*2,)7 D,-,
.s per the above table, respondents by opinion for purity of water
show that, $= 38F! of respondents gave a positive answer. 3287F! of the
respondents replied Onegatively,
48
TABLE$ 3.16
DISTRIBUTION OF RESPONDENTS BY PROPORTION OF PURITY
S.NO PROPORTION OF
PURITY
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. 5C$4F $ 2
2. $8 35F 7 =
3. 3$ 74F 2 7
7. 78 85F 8 $2
4. 8$ :4F $3 28
8. :8 >5F 3 8
:. .bove >$F but
below $55F
4 $5
34 6
S(')0/$ P)*2,)7 D,-,
The above table indicates the respondents opinion about the
proportion of purity of water. -nly $2F! respondents got 5C $4F of purity,
7 respondents =F! got $8 35F of purity of water , 2 respondents 7F!
got 3$ 74 F of purity, 8 respondents $2F! got 78 85F of purity, $3
respondents 28F! got 8$ :4F of purity, 3 respondents 8F! got :8
>5F of purity and 4 respondents $5F! got O above >$F but below $55F
of purity of water
4:
DISTRIBUTION OF RESPONDENTS BY PROPORTION OF PURITY
C:,)- 4 6
4=
TABLE$ 3. 17
DISTRIBUTION OF RESPONDENTS BY SATISFACTION ON
#ATER PURIFIERS
S.NO SATISFACTION NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 3= :8
2. <o $2 27
5" 1""
S(')0/$ P)*2,)7 D,-,
Table $: reveals that out of 45 respondents, 3= :8F! respondents
were satisfied with their water purifiers. -nly $227F! respondents were not
satisfied with their water purifiers
4>
TABLE$ 3.1
DISTRIBUTION OF RESPONDENTS BY DISSATISFACTION
TO#ARDS #ATER PURIFIER.
S.NO DISSATISFACTION NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. High price : $7
2. Heavy Electricity
consumption
$ 2
3. <ot easy to handle 3 8
7. *re(uent servicing $ 2
4. .ny other specify! $ 2
13 26
S(')0/$ P)*2,)7 D,-,
The above table $= indicates, : respondents $7F! do not prefer
their water purifier because of High price, $ respondent 2F! told that
%Heavy Electricity 0onsumption' was the reason, 3 respondents told it was
not easy to handle, $ respondents 2F! felt that % *re(uency servicing %
was a problem and only one respondent 2F! gave low protection.
85
DISTRIBUTION OF RESPONDENTS BY DISSATISFACTION
TO#ARDS #ATER PURIFIER.
C:,)- 47
8$
TABLE$ 3.1!
OPINION OF RESPONDENTS ON THEIR IDEA TO S#ITCH OVER
TO ONE MORE BRAND.
S.NO BRAND
CHANGE
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 24 45
2. <o 24 45
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table shows that 24 45F! respondents have some
inclination to change the present brand and an e(ual percentage 45F of
respondents are of the opinion that, they are not ready to change the brand.
This reveals their brand loyalty.
82
TABLE$ 3.2"
RESPONDENTS COMPARATIVE OPINION OF BRANDS IN USE
#ITH OTHER BRAND
S.NO OPINION NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. #ositively 35 85
2. <egatively 25 75
5" 1""
S(')0/$ P)*2,)7 D,-,
This table indicates the 35 respondents 85F! told positively of the
product in use, 25 respondents 75F! told negatively.
83
TABLE D 3.21
RESPONDENTS OPINION ON THE RO SYSTEM
AUNIQUE REVERSE OSMOSIS PURIFICATION SYSTEMC
S.NO OPINION ON RO
SYSTEM
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 24 45
2. <o 24 45
5" 1""
S(')0/$ P)*2,)7 D,-,
This table indicates the )- system attached with their water purifiers,
24 respondents 45F! have the )- system, and an e(ual number of
respondents 2445F! do not have the )o system with their water purifiers.
87
TABLE D 3.22
DISTRIBUTION OF RESPONDENTS BY OPINION ON THE TASTE
OF DRIN%ING #ATER
S.NO TASTE OF
#ATER
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 25 75
2. <o 35 85
5" 1""
S(')0/$ P)*2,)7 D,-,
*rom the above table it is clear that 25 respondents 75F! replied the
taste of drinking water is better but 35 respondents 85F! replied the taste of
drinking water was not improved.
84
TABLE 43.23
DISTRIBUTION OF RESPONDENTS BY GUARANTEE OF #ATER
PURIFIER
S.NO GUARANTEE NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 75 =5
2. <o $5 25
5" 1""
S(')0/$ P)*2,)7 D,-,
This table indicates the 75 respondents =5F! have the guarantee
about their water purifiers, $5 respondents 25F! they do not have guarantee
about their product.
88
TABLE D 3.24
RESPONDENTS OPINION ON THE T.V.ADVERTISEMENT
AE@AGGERATEDC
S.NO ADVERTISEMENT
AE@AGERATEDC
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 75 =5
2. <o $5 25
5" 1""
S(')0/$ P)*2,)7 D,-,
The above table reveals the 75 respondents =5F! replied
T.Q..dvertisement is exaggerated. -nly $5 respondents 25F! replied
negatively to this (uestion.
8:
TABLE 43.25
DISTRIBUTION OF RESPONDENTS BY THEIR READINESS TO
RECOMMEND THEIR BRANDS
S.NO RECOMMEND TO
OTHERS
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 32 87
2. <o $= 38
5" 1""
S(')0/$ P)*2,)7 D,-,
6t is evident from the above table 32 87F! respondents replied
positively, This shows that they are ready to recommend the water purifiers
to others also. $= 38F! respondents are unwilling to recommend it to
others.
8=
TABLE 43. 26
RESPONDENTS A#ARENESS ABOUT CONVERSION OF THE
SALT F HARD #ATER INTO DRIN%ING #ATER
S.NO A#ARENESS OF
NE# MODEL
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 24 45
2. <o 24 45
5" 1""
S(')0/$ P)*2,)7 D,-,
6n this table shows that, 24 respondents 45F! are got awareness
about the conversion of the salt E hard water, an e(ual number of respondents
2445F! are not aware of that.
8>
TABLE 43. 27
RESPONDENTS OPINION TO#ARDS CONVERSION THE SALT
FHARD #ATER INTO A DRIN%ABLE #ATER
S.NO OPINION
TO#ARDS NE#
PRODUCT
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. High price : $7
2. Enough supply of
;rinking water at
home
$$ 22
3. 6n sufficient source of
ground water
3 8
7. Heavy maintenance 2 7
23 46
S(')0/$ P)*2,)7 D,-,
*rom the above table, : respondents $7F! opinion was %high
price' for the new system of conversion of the salt E Hard water into a
drinkable water, $$ respondents 22F! opinion was % Enough supply of
;rinking water at home' 3 respondents 8F! opinion was %6n sufficient
source of ground water' , and only 2 respondents 7 F! opinion was Heavy
maintenance cost'.
TABLE D 3.2
:5
RESPONDENTS OPINION TO %NO# CONVERSION THE SALT
#ATER INTO DRIN%ABLE #ATER.
S.NO OPINION
TO#ARDS NE#
PRODUCT
NUMBER OF
RESPONDENTS
PERCENTAGE
ABC
$. Mes 23 78
2. <o 7 =
27 54
S(')0/$ P)*2,)7 D,-,
*rom the above table it indicates that 23 78F! of the respondents to
know the converts the %salt water into a drinkable water' 7 =F! of the
respondents they do not know that system.
:$
TABLE D 3.2!
RESPONDENTS RATING FOR THE BRAND
B),.+ N,2/ E90/&&/.- V/)7 G((+ G((+ P(() T(-,&
Water #ure 2 8 2 5 $5
.(ua guard 8 25 4 2 33
.(ua life $ $ 5 5 2
Biving water care 2 2 5 $ 4
T(-,& 11 2! 7 3 5"
S(')0/$ P)*2,)7 D,-,
The researcher identified four opinions about the water purifiers they
are using. They are Excellent, Qery good, /ood, #oor. Their ranking details
are given in the above table. 6t is as followsH 25 75F! of the .(ua /uard
consumers replied the brand was %Qery /ood' and also 8 respondents
$2F! replied it was Excellent, 4 respondents $5F! felt it was %good'.
-nly 2 respondents 7F! replied it was of %poor' (uality,
6n the same case, 8 respondents $2F! of water pure told very good,
and respectively. 2 respondents 7F! told excellent, 2 respondents 7F! told
%good'.
$ respondent told the brand .(ua life was %excellent' and $ accepted
it was %good' , 2 respondents accepted Biving Water care was %excellent'
and another 2 as %very good' respectively.
:2
RESPONDENTS RATING FOR THE BRAND
C:,)- 4
:3
TABLE 43. 3"
RESPONDENTS RAN%ING FOR THE FEATURES OF #ATER
PURIFIER
S.N( F/,-')/5 1
5-
R,.>
2
.+
R,.>
3
)+
R,.>
4
-:
R,.>
5
-:
R,.>
6
-:
R,.>
T(-,&
$. #urity $4 24 = $ 5 $ 5"
2. Bow
maintenanc
e cost
2 2 2$ $4 4 4 5"
3. Taste 7 $5 $3 25 3 5 5"
7. 0onversion
of salt water
into
portable
water
7 5 2 7 28 $7 5"
4. #rotection 27 $$ 4 4 3 2 5"
8. &tatus $ 2 $ 4 $3 2= 5"
T(-,& 5" 5" 5" 5" 5" 5"
The above table reveals the )anking details given from the water
purifiers according to the features,
6t is found that protection is a ma@or attraction of consumers. 27
respondents 7=F! gave first rank to the protection and 24 respondents
45F! gave second rank to purity of water, 2$ respondents 72F! gave
third rank to low maintenance cost, 25 respondents 75F! gave fourth
rank to the taste of drinking water, 28 respondents 42F! gave fifth rank
:7
to %0onversion of salt water into portable water' , and finally 2=
respondents 48F! gave sixth rank to their status. "a@ority of the
consumers like protection to their health.
:4
RESPONDENTS RAN%ING FOR THE FEATURES OF #ATER
PURIFIER
C:,)- 4 !
:8
4.1. INTRODUCTION

This study was conducted on 0onsumer attitude towards water
purifiers in #alyamkottai. With the ob@ectives to know the attitudes and
satisfaction of the consumers with the water purifiers. To primary data were
collected through detailed (uestionnaire. The collected information was
edited and coded by using short tables, percentage and other statistical tools.
.nd the secondary data were collected from the available literatures and
books and internet. .fter analy1ing processing the collected informations the
following findings, suggestions and conclusion.
4.2. FINDINGS
7.2.$. "ost of the respondents 2= 48F! were male, because as heads of
families , they are the decision makers in the selection and purchase
of both durable and nonCdurable products for their family.
7.2.2. "a@ority of the respondents 2445F! were between the age group of
2$ 35 because adults are now coping up with modern technology
attraction in durable products.
7.2.3. "ost of the respondents 22 77F! are graduates and they are familiar
with modern technology products.
::
7.2.7. 22 77F! of the respondents were between the income group of )s.
455$ C )s. $5555 and therefore they had the capacity to buy water
purifiers.
7.2.4. 28 42F! of the respondents were influenced by advertisements,
because every one has access to watch television.
7.2.8. "ost of the respondents 75 =5F! were using the water purifiers for
drinking purposes.
7.2.:. 75 =5F! of the respondents were buying water purifiers for the
purpose of protecting themselves, from water borne diseases.
7.2.=. "a@ority of the respondents 75 =5F! have been using the water
purifiers upto 7 years,
7.2.>. 3388F! of the respondents in the southern districts of Tamilnadu buy
.(ua guard water purifiers.
7.2.$5. 2445F! of the respondents prefer the water purifiers on the basis of
its (uality, because (uality is the first and foremost feature of a durable
product,
7.2.$$. 72=7F! of the respondents get after sales service for their water
purifiers but the remaining respondents have not got such a service
during the guarantee period .
7.2.$2. 22 77F! of the respondents are moderately satisfied with after sales
service, for their water purifiers.
:=
7.2.$3. 2445F! of the respondents replied positively on the maintenance
cost of their water purifier, and the remaining 2445F! of the
respondents replied negatively on the maintenance cost involved in the
water purifier,
7.2.$7. 75=5F! of the respondents replied positively towards the control of
the diseases after the installation of water purifiers.
7.2.$4. 3287F! of the respondents are satisfied with the water purification by
the water purifiers.
7.2.$8. $328F! of the respondents have identified the portion of purity of
water purifiers from 8$F C :4F
7.2.$:. "a@ority of the respondents 3= :8F! are satisfied with the water
purifiers they have bought.
7.2.$=. :$7F! of the respondents are dissatisfied about their water purifiers
due to high price.
7.2.$>. 24 45F! of the respondents would like to buy another water purifier
and 24 45F! of the respondents are satisfied with the same brand
itself.
7.2.25. 35 85F! of the respondents , have accepted that their water purifier
is good, compared to other water purifiers.
7.2.2$. 2445F! of the respondents had Ani(ue )everse -smosis water
purification system in their water purifiers.
7.2.22. 3585F! of the respondents are not satisfied with the purified water.
:>
7.2.23. "a@ority of the respondents 75 =5F! are got given guarantee for their
water purifiers system.
7.2.27. 75=5F! of the respondents are of the opinion that the
T.Q..dvertisement for water purifiers are exaggerated .
7.2.24. 3287F! of the respondents are ready to recommend their brand to
others.
7.2.28. 2445F! of the respondents are aware of the water purifiers for
converting the salt E hard water into a drinking water. )emaining
2445F! of the respondents are unaware of it.
7.2.2:. $$22F! of the respondents are unconcerned about the process of
converting salt E hard water into a drinkable water by water purifiers
because they did not have a need for it.
7.2.2=. 2378F! of the respondents would like to know about the converting
salt water into drinkable water by water purifiers.
7.2.2>. 2575F! of the respondents are of the opinion that .(ua guard is a
very good brand
7.2.35. 27 7=F! of the respondents would like to protect their health by
using water purifiers.
=5
4.3. SUGGESTIONS
7.3.$. "ost of the respondents felt that the present day purifiers were not easy to
handle. They suggested the companies design their products in an easy
to handle way.
7.3.2. <umber of consumers an attracted by advertisements but they feel it as
exaggerated. Therefore advertisements have to be screened without
exaggeration.
7.3.3. The price of the water purifiers has to be moderate with enhanced
(uality to attract the middle class people.
7.3.7. Except .(ua guard, rest of the water purifiers are not providing after
sales service. &o, after sales service could be provided by other water
purifiers.
7.3.4. The respondents felt that the companies charge a very high rate for their
after sales service. The respondents suggested that such service can be
provided at a lesser price.
7.3.8. #roper awareness has to be created regarding converting salt water into
drinkable water by water purifiers.
7.3.:. -nly urban people have knowledge about water purifiers. Though semiC
urban people are eager to use it, they do not have ade(uate knowledge
about them. &o exhibitions can be arranged in semiCurban areas to
create an awareness about the utility purpose of water purifiers.
=$
7.3.=. The maintenance cost of water purifiers is generally very high. &o
companies can think of evolving new technologies to manufacture water
purifiers with a lesser maintenance cost.

=2
4.4. CONCLUSION
This study was based on the attitude of the consumers towards durable
products. "ost of the consumers have expressed positive attitudes. However
some of the consumers have a negative opinion about such products. The
companies which produce durable products should produce the goods with
superior technology and make the consumers satisfy and thereby survive in
the market for a very long period.
=3
BIBLIOGRAPHY
$. B.Hawkins, ?.9est, ..0oney + 0onsumer 9ehaviour >
th
Edition!
2. ).&.<.#illai L Q.9agavathi, "odern "arketing .
3. 6ndian ?ournal of "arketing Qolume RRRQ6 "arch 2558
7. www.google.com
4. www.wikipedia.orgEwaterSpurification
=7
CONSUMER ATTITUDE TO#ARDS #ATER
PURIFIERS IN PALAYAM%OTTAI.
QUESTIONNAIRE
$. <ame H
2. &ex
a! "ale b! *emale
3. .ge
a! below 25 years b! 2$C35 years
c! 3$C75 years d! 7$Cyears and above
7. Educational &tatus
a! below H.&.0 b! ;egree
c! #ost graduate d! #rofessional
e! ;iploma
4. "onthly income
a! below )s.4555 b! )s.455$ to )s.$5,555
c! )s.$5,55$ to )s.$4,555 d! )s.$455$ and above
8. How did you come to know about the water purifiersN
a! .dvertisement b! )elatives
c! )epresentatives d! -thers mention!.......
:. What are you using the purified water forN
a! ;rinking only b! ;rinking and 0ooking
=. "ention the main reason that motivated you to buy water purifierN
a! &tatus b! #rotection
c! To go along with others d! -thers "ention!......
=4
>. How long have you been using water purifierN
a! 9elow 2 years
b! .bove 2 years but below 7 years
c! .bove 7 years but below 8 years
d! .bove 8 years but below = years
$5. Which brand of water purifier you have at homeN
a! Water pure b! .(ua guard
c! Biving water pure d! .(ua life
e! -thers "ention!......
$$. Why do you prefer this brand of water purifierN
a! ;iscount b! Bow price
c! #opularity d! Puality
$2. Whether the brand holder provides any service after the sale of water purifiersN
a! Mes b! <o
$3. 6f %Mes' to what extend are you satisfied with their serviceN
a! Highly satisfied b! "oderately &atisfied
c! &atisfied to some extend
$7. .re you of the opinion that the cost of maintaining your water purifier is highN
a! Mes b! <o
$4. ;o you feel that your family is exposed to lesser amount of diseases after
installing water purifier at homeN
a! Mes b! <o
=8
$8. .re you certain of drinking a $55F purified waterN
a! Mes b! <o
$:. 6f your answer is %<o' what exactly is the proportion of purity of water that you
assume to have at homeN
a! 5C$4F b! $8C35F c! 3$C74F
d! 78C85F e! 8$C:4F f! :8C>5F
g! above >$F but below $55F
$=. .re you satisfied with the performance of the water purifierN
a! Mes b! <o
$>. 6f %<o' What are the reasons for your dissatisfactionN
a! High price b! Heavy Electricity consumption
c! <ot easy to handle d! *re(uent servicing
e! .ny other &pecify!.....................................
25. Would you prefer to switch over to a new model purifierN
a! Mes b! <o
2$. ;o you feel that your water purifier has e(ual (uality compared with othersN
a! Mes b! <o
22. ;oes your water purifier contains Ani(ue )everse -smosis purification system
)- system!N
a! Mes b! <o
23. ;o you feel that your system improves the taste of drinking waterN
a! Mes b! <o
27. ;id you get any guarantee for water purifierN
a! Mes b! <o
=:
24. ;o you feel that the advertisements for water purifier through Television are
exaggeratedN
a! Mes b! <o
28. Would you recommend to any one same 9rand which you are using nowN
a! Mes b! <o
2:. .re you aware of the new water purifiers available which converts the saltEhard
water into drinkable waterN
a! Mes b! <o
2=. 6f %Mes' why have not preferred such water purifiers for your ;omestic useN
a! High price
b! enough supply of ;rinking water at home
c! 6n sufficient source of /round water
d! Heavy maintenance
2>. 6f %<o' would you like to know more about such water purifiersN
a! Mes b! <o
35. Jindly extend your rating for the brand of water purifier you use at home.
9rand <ame
Excellent Qery good /ood #oor
Water pure
.(ua guard
.(ua life
Biving water care
==
3$. Jindly rank the following features of your water purifier according to your
experience and convenience
*eatures )ank given
$. #urity !
2. Bow "aintenance cost !
3. Taste !
7. 0onversion of salt water in to
#ortable water !
4. #rotection !
8. &tatus !
32. Jindly give your suggestions to improve the performance of the water purifierN
$......................................................................
2......................................................................
3......................................................................
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