By Aman Raj(PDM 03-002)

Aniket(PDM 03-005)
Anurodh Sinha(PDM 03-007)
Chandramani(PDM 03-008)

Assignment on Bottled water

The current bottled water industry seems to catch attention of M.D. of Better Life
Corporation due to its seemingly huge market potential. As per his observation families
were concerned about the prevailing water problems and use various means to counter it
such as boiling the water, using chemicals, tap-filters, purifiers and bottled water etc. The
focus is on bottle-water industry which itself does not have many branded players.

Step 1: Managerial objective:

To identify the market size of the bottled water industry
To identify the seasonality of demand of bottled water in the country

Step 2: Defining the Research Objective

Research Objective: A study on consumer attitude towards bottled drinking water use in
the country

Step 3: Research design

Types of Market Research Design:

1. Exploratory research Design

2. Descriptive Research

1. Exploratory Research Design: It deals about why the customers buy the products.

The questionnaires specifically prepared to collect primary data. Closed-ended questions

would be put-up to have overview about the topic. Open-ended questions are also there for
qualitative data.

Field Survey: A survey will be undertaken so as to find out about peoples knowledge
about bottled water, i.e. its benefits, latest offerings, etc. This would also tell us
about their beliefs about the product, what preferences they have among the
existing brands and the satisfaction they perceive to receive about it. The sample

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 By Aman Raj(PDM 03-002)
Aniket(PDM 03-005)
Anurodh Sinha(PDM 03-007)
Chandramani(PDM 03-008)

group determined through survey would be used for this field survey which would
have open ended questions to reveal more about what people think.

Focus Group research: Focus group would be considered so that group dynamics
among the group of six to ten people would enable us to bring out actual thoughts
and feelings. These groups would consist of mainly health conscious and decision
makers of families.

The exploratory research would give only tentative results. To get definite answers,
we would have to apply the conclusive research design afterwards.

2. Descriptive Research design: It is important to describe characteristic, perception

towards the problem and the degree of association that people have and hence, descriptive
research needs to be carried out.

I. As online survey is cheap, we can use it for collecting primary data. The research
instrument in this case would be technological devices like computers, hand held
devices, etc.
II. Observational Research: Observational research of distribution centres and roadside
vendors would be conducted (with random samples throughout city) to observe the
selling pattern, potential samples and hence potential buyers.

Step 4: Data Collection

Though the market research will encounter barriers like any other, but they can be dealt
with by scheduling surveys properly and creating a detailed plan as per the budget
allocated. For example, we can conduct observation research of vendors to determine the
most effective sample group and so-on.

Step 5: Data Analysis and Presentation:

The results of the above research would be presented to Better Life Corporation which may
analyze and interpret the findings of the research and decide upon a feasible solution.

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 By Aman Raj(PDM 03-002)
Aniket(PDM 03-005)
Anurodh Sinha(PDM 03-007)
Chandramani(PDM 03-008)

Focused group discussion questions:

1. For what purpose do you need purified water?
i. Only Drinking
ii. Drinking and Cooking
iii. Serving to other
iv. All
2. What you want in bottled drinking water?
i. Only Purified
ii. Added Minerals
iii. Ozone Treated
iv. All
3. When would you buy a bottled drinking water?
i. While Travelling
ii. In any function
iii. When no access of water
iv. All the time
4. For whom you often buy bottled drinking water?
i. For Adults
ii. Only for children
iii. For guest
iv. All
5. Which size of bottle you prefer to buy?
i. 0.5 litre
ii. 1 litre
iii. 2 litre
iv. 5 litre

Questions for vendors and retailers:

Q 1. Which is the most prefer brand of bottled drinking water?

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 By Aman Raj(PDM 03-002)
Aniket(PDM 03-005)
Anurodh Sinha(PDM 03-007)
Chandramani(PDM 03-008)

Q 2. Why people demand for that particular brand?

Q 3. Which size of bottle they prefer to buy?

Q 4. Are they concern about the brand name or not?

Q 5. Do consumers argue with the specified price or any resentment towards the
price of bottled drinking water?

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