Analysis of Consumer behavior forBottled mineral water

Group membersAbhiskek-10106 Alok-10117Souvik-10050Ashutosh-10067Nisha-10087Ronak-10042

Indian bottled Water IndustryThe size of the packaged water market in the country is Rs

2,200-crore and the total volume is 400 million unit cases. By 2010, it will reach Rs 4,000 - 5,000 crore with 33 per cent market for natural mineral water.

The formal bottled water business in India can be divided broadly into three segments in terms of cost:

1. premium natural mineral water2. natural mineral water3. packaged drinking water It is estimated that the global consumption of bottled

water is nearing 200 billion liters In India, the per capita bottled water consumption is still

quite low - less than five litres a year as compared to the global average of 24 litres

Indian bottled Water Industry The total annual bottled water consumption has risen rapidly in

recent times - it has tripled between 1999 and 2004 - from about 1.5 billion litres to five billion litres.

Since 1991-1992 it has not looked back, and the demand in 2004-05 was a staggering 82 million cases.

the per capita consumption of mineral water in India is a mere 0.5-liter compared to 111 liter in Europe and 45-liter in USA.

The market is highly competitive with the entry of MNC’s like Pepsico and Coke.

Despite the large number of small producers, this industry is dominated by the big players - Parle Bisleri, Coca-Cola, PepsiCo, Parle Agro, Mohan Meakins, SKN Breweries and so on.

The western region accounts for 40 per cent of the market and the eastern region just 10%.

The bottling plants are concentrated in the southern region - of the approximately 1,200 bottling water plants in India, 600 are in Tamil Nadu.

products brands Manufacturer

Marketed by

Brand chosen by the group

Mineral water

Bisleri Anmol minerals pvt ltd.

Parle agro BISLERI

Mineral water

Kinley HBL Coca-cola

Mineral water

Bailey UGG Bailey Parle agro

Mineral water

Aquafina Varsha entpr.

PEPSICO

Mineral water

Others _________ ________

QUESTIONAIREPROJECT OF CONSUMER BEHAVIOUR.docx

Analysis Of ProjectThe market share of Bisleri is 8.2%,

Aquafina is 9.7% and Kinley is 10.3% according to industry sources. Packaged water market is projected to grow at 16% to 17% during the period 2009 to 2016. Last year it grew by 17%.

Price they expect for I litre bottleRs 10 43%

Rs 11 4%

Rs 12 27%

Rs 13 10%

Rs 15 15%

43

4

27

10

15

12345

Case Analysis ….

Source of information for the consumer:- 48% depend on personal reference. 38% depends on commercial sources. 7% depends on public survey. 7% depends on other sources.

69

10

19

2

1234

Purpose Of Usage

69% use only during traveling and outdoors. 10% used for household purpose. 19% for both household and traveling. 2% for other purpose.

69

10

19

2

1234

Factors Affecting The Choice Of ProductBrand Image 26%

Availability 5%

Quality 45%

Taste 16%

Price 8%

26

5

45

16

8

12345

Brand Loyalty Among Mineral Water Customers

Excellent 14%

Very good 42%

Good 26%

Fair 8%

Poor 10%

14

42

26

8

10

12345

Level Of SatisfactionExcellent 14%

Very good 43%

Good 34%

Fair 6%

Poor 3%

14

43

34

63

12345

Frequency Of Usage

Regular 21%

Often 43%

Occasionally 36%21

43

36

123

Whether packaging & shape effect buying decisionyes 38%

no 62%

38

62

12

Whether they will recommend the brand to others Yes 67%

no 33%

67

33

12

Why they buy BisleriBISLERI is a generic brand name for mineral

water in INDIA.

It has strong traditional and social following.

People of older generation has strong brand following.

People buy it because of more personal reference.

It got first mover advantage in the market.

Problems what people feel about the BisleriShape of the bottle and packaging

Quality of plastic used in packaging

It is inconvenient to handle while travelling because of the shape of bottle.

They don’t use aggressive advertising as compared to Coca Cola and Pepsi.

BEHAVIOUR OF BISLERI CONSUMER

Geographical segmentationMetrosTier 1 and 2 cities

Personal characteristicsAge group – 20 – 60 yearsFamily size- 2-5Occupation – students , working in private

sectors.Gender- mostly male

Psychographic lifestyleAchievers EmmutersBelongers

Social classThey depend upon referral groupsSome are even innovators.Family

SituationProduct positioningSales person influence

Thank you ……….