A Project Report on

“TO STUDY ON HOW MARKETERS USE SOCIAL MEDIA TO DEVELOP

THEIR BUSINESS ”

For “LUMINOUS WATER TECH.Pvt. Ltd.”

By

ROHIT GOSWAMI

Under the guidance of

Prof. PRADNYA BHANDARE

Submitted To

University Of Pune

In partial fulfillment of the requirement for the award of the degree of Master of

Business Administration (MBA)

Through

SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION & RESEARCH

Pune-48

1

CERTIFICATE

2

ACKNOWLEDGEMENT

A project is never the work of an individual. Instead, it is a combination of ideas,

suggestions, reviews, contribution & work involving many people. I take this

opportunity to express my deepest sense of gratitude to all those who directly and

indirectly helped me in the successful completion of this project.

I would like to begin by thanking LUMINOUS WATER TECH.PVT. LTD., for giving me

the opportunity to be a part of this project.

I express my gratitude to all the respected employees of LUMINOUS WATER TECH. PVT.

LTD., for their invaluable help without which, I would not have been able to complete

this project. First of all I would like to thank Mr. PRABHAKAR KUMAR ( Sales

Executive),Mr. ABHAY sir, & Mr. PIYUSH sirfor their invaluable guidance and

encouragements for the project. I also want to express my earnest and intense sense of

gratitude to Mr. GUNJAN Sir(owner of the assigned outlet) for his constant support.

This project would not have been completed successfully without the precious

guidance of my project guide Prof. Pradnya Bhandare, to whom I express my sincere

gratitude.

This project gave me an opportunity to explore ground realities and look at business

from the grass root level. I was able to meet a wide array of people which was indeed

a learning experience.

ROHIT GOSWAMI

3

ABBREVIATIONS

GSP- Global Service for Purifier

MEP- Market Entry Products

BRP- Best Ro Purifier

FAP- Focused Appeal Products

GPS- Global Positioning System

4

TABLE OF CONTENTS

S.no TITLE Page No.

I Executive Summary 1

II Company Profile 3

III Objective 8

IVTo Study On How Marketers Use Social Media To

Develop Their Business 10

V Research Methodology 14

VI Analysis 18

VII Findings 33

VIII Suggestions 35

IX Limitations 37

X Exhibits 39

XI Bibliography 49

5

CHAPTER – I

EXECUTIVE SUMMARY

6

CHAPTER – I

EXECUTIVE SUMMARY

‘‘I’’RO water purifier is a state of the art product from luminous water technologies pvt

Ltd, a part of the SAR group well acclaimed for introducing ‘’LUMINOUS’’ a well

respected household brand. In our quest for innovation, the ‘’I” RO water purifier has

been introduced to set the benchmark for pure water quality. This project was carried

out for a period of two months from 1st June 2013to 31st July 2013.The project

emphasizes on to study & map the consumer preference for sales promotion i.e. what

are the factors that influences the purchase of water purifier by a customer.Few factors

were chalked out which played a major role in purchase decision of water purifiers,

based on these parameters, preference chart was drawn. This chart helped in

determining the purchase decision hierarchy. Trade promotion schemes by different

companies are studied in this project.

Luminious has a wide product line serving to the needs of each category of customers.

They are user-friendly and provide value added services (VAS).In India Luminous

market share is 59.5% & needs to be strengthened as there are new & potential

competitors coming down the line.

All data that was required for this project has been through interviews and

questionnaires which is the primary source. Then the secondary data collected was

through internet, magazines & other historical data.Luminous needs to continuously

develop new& innovative product line to be ahead of its competitors. It needs to tap

tier II cities and rural market to maintain its leader position in the market. As the other

competitors are building up a strong retail presence across the country, Luminous

needs to have better liasoning with the retailers to be a market leader.

7

CHAPTER - II

COMPANY PROFILE

8

CHAPTER - II

COMPANY PROFILE

Introduction

Luminous is a world leader in Ro water purification system, driving the growth and

sustainability of the broad Ro water Purifier industry. Luminous also connects people

to each other and the information that matters to them with easy-to-use and innovative

products like Ro water purifier, touch screen system and , purified water storage

capacity of 8.5 Litres, advance filter change indicator system, customer care number

on display panel, quick and friendly customer service. Luminous provides equipment,

solutions and services for Ro water purifier and corporations.

Historical Background

At the beginning, Luminous Water Technology Private Limited is Indias’s

largest Livpure Ro Water Purifier And Fast service provider with over 2 million

customer. Luminous Water Technology Private Limited has established Monday,

October 15, 2012 LIVPURE ‘I’ RO WATER Purifier , most advanced & India first ‘Touch

Technology’ RO Water purifier, is a state of the art product from from Luminous

Water Technologies Pvt. Ltd., a SAR Group Venture, well acclaimed for introducing

9

LUMINOUS a well respected household brand. LIVPURE ‘I’ RO WATER Purifier is

available in Two Models: Touch and Touch plus with the MRP of RS 16,000 and RS

17,000.

Speaking at the launch, Mr. Rakesh Malhotra, Chairman, SAR Group, and

Founder Luminous Power Technologies, said “With a strong conviction in

our belief ‘Shudh Pani Swastha Bharat’, we have forayed into water purifier

business with an earnest endeavor to make available hygienic & pure

drinking water all across the country.

The Journey in to purification:-

SAR Group was established in 1988 by Mr. Rakesh Malhotra. who over the last 24 years built the Luminous brand. In June 2011, Mr. Malhotra divested 74% of his holding in Luminous Power Technologies to French electrical-engineering and power management company Schneider Electric.The group would now like to focus on the environment and build new businesses which can make life more efficient and comfortable for the people. With this in mind the group aims to set up five key businesses in the areas of:

-              Water

-              Clean technology

-              Telecom

-              Electricals

-              Real Estate

We also have a venture fund which will invest with passionate entrepreneurs in’s

early growth stage companies.

Focusing on Purification

LUMINOUS has also produce large number of product in India. Nowadays luminous

is also focusing on water purifier system machine name is livpure ro water purifier.

10

Luminous Today

Today, Luminous is a world leader in water technologies, including inverter, battery,

mobile charger, mobile battery, wire, fan, and electronic parts.

Luminous in India

India's growing home water purification industry has seen yet another player enter the market, with Gurgaon-based diversified SAR Group formally announcing a foray into the market as part of its plan to enter into new business areas.

SAR Group on September 25 announced its foray into the water purifier industry, which is currently pegged at over Rs 4000 crore. The Group launched its first product, a touch technology reverse osmosis water purifier. The product has been branded Livpure.

The Group is known better for its Luminous brand of inverters and its promoter

Rakesh Malhotra had divested 74 per cent of his holding in Luminous Power

Technologies to French electrical-engineering and power management

company Schneider Electric in June 2011. 

11

Infrastructure business

In the infrastructure business, Luminous has made significant progress in realizing business opportunities and increasing its market share in India. The brand has been rolled out by Luminous Water Technologies, which made an entry into the RO water purifier industry looking at the huge potential for potable water in urban and semi-urban areas across India.

R & D center

SAR Group intends to spend Rs 200 crore on manufacturing and R&D

processes while Rs 300 crore would be invested in sales promotion and

infrastructure for the Livpure brand.

Manufacturing in India

The Group has already invested Rs 30 crore on setting up a manufacturing facility for the water purifiers in Himachal Pradesh. It has also managed ta dealership for the water purifier and has plans to expand the dealership from existing 1500 in seven states to 5,000 across India by the end of the year.

12

CHAPTER – III

OBJECTIVE

13

CHAPTER – III

OBJECTIVE

This project seeks to know the consumer incentive to buy a water purifier&

there by arrive atpurchase decision hierarchy.This involved a keen observation

of the consumers and the factors that involved their purchasedecision.

To understand current trends in the market.

Classify retailer’s incentive to sell a water purifier.

There are competitors with great potential in the market, so the project emphasized to

study what would make retailer’s favorite brand.

To machine ways and means to enhance sales in the assigned outlet.

14

The project involved star outlets which were witnessing unwarranted sales

growth and it thus emphasized on enhancing the sales of Livpure ro water

vis-à-vis its competitors.

CHAPTER - IV

TO STUDY ON HOW MARKETERS USE SOCIAL

MEDIA TO DEVELOP THEIR BUSINESS

15

CHAPTER- IV

STUDY ON HOW MARKETERS USE SOCIAL MEDIA TO DEVELOP

THEUR BUSINESS

Every Marketer use to many promotion of the product for develop their business

& that are:-

Sales Promotion

Sales promotion is one of the mass-promotion tools of advertising and the other being

public relations. Sales promotion consists of short term incentives to encourage

purchase or sales of a product or service. Whereas advertising offers reasons to buy a

product or service, sales promotion offers reasons to buy now. Sales promotion tools

are used by most organizations including manufacturers, distributors, retailers, trade

associations & non-profit institutions.

Sales promotion is targeted towards final buyers (Consumer Promotion),

businesscustomers (Business Promotion), retailers & wholesalers (trade promotions),

and member of the sales force (Sales force Promotion).

16

To use sales promotion optimally the marketer must define the sales promotion

objectives, select the best tools, design the sales promotion program, implement the

program & evaluate the results.

Sales promotion tools include:

Consumer promotion tools- samples, coupons, cash refund offers/rebates, price packs,

premiums, advertising specialties,& games, point of purchase.

Trade promotion tools- Discounts, allowances, schemes.

Business promotion tools- conventions & trade shows, and cash sales then discount.

Consumer Behavior

Consumer behavior refers to the buying behavior of the final consumers- individual &

households who buy goods & services for personal consumption. All of these final

consumers make up the consumer market. On the basis of consumer involvement

level, a product or a service is divided into:

High involvement product.

Low involvement Product.

17

Consumer decision-making for the high involvement product is

Customer decision-making for the low involvement product

There are several factors affecting consumer behavior, which are:

18

Need Recognition

Development of decision criteria

Search for alternatives

Evaluation of alternatives

Decision

Need Recognition

Evaluation of alternatives

Decision

Cultural factors- culture, sub-culture, social-class.

Social factors- reference group, family, roles & status.

Personal factors- age & life-cycle stage, occupation, economic situation, lifestyle,

personality & self-concept.

Psychological factors- motivation, perception, learning, beliefs & attitudes.

The consumers’ choice results from the complex interplay of cultural, social, personal

& psychological factors.

19

CHAPTER - V

RESEARCH METHODOLOGY

20

CHAPTER – V

RESEARCH METHODOLOGY

The data for this study was obtained through Primary & Secondary sources.

Primary sources include:

Direct interaction with the customers

Preparing questionnaire (refer exhibit) for knowing the purchasing habits and

preferences.

Direct interaction with the outlet owners

To find out the product assortment at their stores &theconsumer expectation &

preference.

Direct interaction with the sales executives of different water purifier companies

To find out the steps taken by the companies to sure the retailers to sell their products.

Secondary data was collected through historical sales records at the given outlet.

Data collection

Data for this study is obtained from Primary & Secondary sources. Primary sources

include observation, market surveys and interviews. Secondary data has been

collected through records at the outlets.

21

Research Design

The research conducted was both observatory and descriptive in nature. The data was

collected basically through a field survey using observation. The research design

employed was descriptive research, as it was most suitable.

Sampling

Sampling is the process of collecting relevant information from a part of the entire

population of respondent sets in order to try and get the picture of relevant

characteristics of the population based on sample. Every effort has been made to cover

a feasible chunk of the uncovered market, so as to get a relevant database.

There were about 250 customers who were interviewed and observed.

SCOPE

There are very large no of customers of LIVPURE spread over various areas. I studied market

in PATNA CITY & Conducted Survey in Some areas.

Location:

BORING ROAD.

KANKAR BAG.

BAILY ROAD.

RAJA PUR

INCOME TAX GOLUMBER

22

RAJA BAZAAR

BUDH MARG

FRAZER ROAD

PATNA CITY

ARA

Data source

Primary data

The primary data was collected through observation and survey in competitor retailer

stores in the segmented area prescribed by our leading manager, we carried with us

the daily tracking sheet and the questionnaires, had informal interviews with the

company personnel. Much of the information was collected this way. The main aim of

selecting the primary source is that it is necessary to know the current relevant data

and information of retailers and consumers and also to know about the changing

preferences and expectations of the consumers.

Secondary data

1. To analyze & evaluate Satisfaction of Corporate Customers towards LIVPURE.

2. Competitors Analysis.

3. Market awareness about LIVPURE RO WATER PURIFIER Services.

4. New opportunities in this market.

5. Problems related to this service.

23

The secondary data was collected from the assigned outlet, internet resources, news

paper and Journals.

Data Evaluation

The extensive data collected through schedules and questionnaires is the converted in

table and charts so as to draw out conclusions regarding consumer behavior in the

markets.

24

CHAPTER - VI

ANALYSIS

25

CHAPTER – VI

ANALYSIS

It was found in the report that the Luminous water purifier can be categorized into

four categories. Company-wise sales figure for the assigned outlet was obtained and

analyzed. Further sales figure for each category of Luminous water purifier was

obtained and consumers’ preference for the purchase of each category of water

purifier machine was mapped.

The findings of the report can be categorized on the basis of the objectives mentioned

earlier. Product offerings are made under four categories:

MARKET ENTRY PRODUCTS (MEP)

These are basically for the first time entrants and price conscious customers.

Price range was from INR 10,000 – 11500.

Different models were

BioCare plus:- MRP 10,450

26

BROAD APPEAL PRODUCTS (BAP)

These are the products which have additional features such as Touch, one bottle water,

one glass water, pure water storage 8.5 litres etc.

Price range from INR 15000 -16000

The products in this category comprised of:

Touch(RO+UV):- MRP 15,999

27

FOCUSED APPEAL PRODUCTS (FAP)

Focused appeal products are those which have certain specialized feature

Price range from INR 16000 – 17000

Models in this category are;

Touch Plus(RO+V+UF):- MRP 16,999

28

ENTERPRISE SOLUTION (ES)

These are advanced business method meant to assist the business executives and

enterprises to provide instant solution.

The price ranged from INR 17000 – 49,000

The models in this category are:

Livpure Magna(RO+UV+UF):- MRP 17,000 &

Livpure I-50(50 liter stores water):- MRP 49,000

29

COMPANY WISE SALES OF WATER PURIFER AT THE ASSIGN OUTLET

Fig.VI.1

41438 414680

102030405060708090

LIVPURE

KENT

PURE IT

In the month of June 2013 the share of SAR Group. was 20.7%,kent was 30.7%, pure

it was 47.25% and eureka forbes was 2.35%. In July the sale of Luminous water

purifier shot up by 13% to 77.77%. Kent share went down to 10.64%. pure it share

was 6.94%, Nasaka share went up to 3.24%. Eureka Forbes was 1.39% in the assigned

outlet.

In the assigned outlet, Kent& Pure it is the nearest competitor as far as sales figure is

concerned. It pays Luminous, keeping a promoter as we can make out from the graph

30

that after recruiting a promoter Luminous share further saw an increase where as that

of Kent decreased by approximately 14 percentage points.

CATEGORY WISE SALES OF LUMINOUS WATER PURIFIER AT THE

ASSIGNED OUTLET

Fig. VI.2

MEP BAP FAP ES0

20

40

60

80

100

120

140

85

169

0

127

20 21

0

Categories

Sal

es

The graph reveals that in the assigned outlet the sale of market entry products

accounted for 77.27% of total Luminous water purifier sales in June while in July it

was 75.6%.

For water purifier products the sale in the month of June was 14.54% of total

Luminous water purifier sales and it went down to 11.90% in the month of July. For

focused appeal products the sales share increased from 8.18% in the month of June to

12.5% in the month of July13’.

31

The assigned outlet was located near Boring road, kankerbag, Baily rod, Rajapur,

Budh marg, Income tax golumber, Frazer road, raja bazaar, Patna .The sale of MEP

products in this area is high but the area has great potential for BAP & FAP. This is

based on the fact that the share of FAP in this area has increased by 4 percentage

points. In this area, there are a variety of customers and has a good opportunity for

every category of Luminous water purifier.

CONSUMERS’ INCENTIVE TO BUY A LUMINOUS WATER PURIFIER

MACHINE

There is fierce competition out there. Every company wants to increase their share in

the pie. So one needs to understand their customer and their expectations well to have

an every type of water purifier service. Factors that influenced the consumer behavior

in purchasing a water purifier, are:

Durability

Style/Design

Brand

Price

Feature

Retailer’s behavior

After sales service

Availability

Discount

32

It was found that the relative importance of these factors varied with the categories of

Water purifier. The features selected here are based on observation during the project

tenure. Durability meant in terms of time span of the water purifier machine;

Style/design accounted for shape, size, color; Feature included Ro membrane back-

up, Filter, Uv lamp, Storage tank capacity etc.

Retailer’s behavior was also kept as a parameter because how the customer was

treated was dependent on him and it was he, whose behavior determined repurchase of

a brand from his outlet.Aftersales service and availability of purifier was also an

important parameter that determined the purchase behavior of a customer. Other

obvious parameters included price and brand.

33

Consumer Preference & Purchase Decision Hierarchy for MEP

Fig.VI.3

Durabilit

y

Style/

Design

Brand

Price

Featu

re

Aftersale

s serv

ice

Availa

bility

Discount

Retaile

r's beh

avior

00.5

11.5

22.5

33.5

44.5

5

Preferences

It is clearly evident from the figure that in the market entry product segment Price and

Discount was preferred the most (5) followed by Durability, Brand name and

Retailer’sbehavior(each being ranked 4). Style and Availability of water purifier & its

ro water machine is of least preference (being ranked 1) for this segment.

For this segment of customers, it is the price & the discount that drives their purchase

decision.

34

Consumer Preference & Purchase Decision Hierarchy for BAP

Fig.VI.4

Durabilit

y

Style/

Design

Brand

Price

Featu

re

After sal

es ser

vice

Availa

bility

Discount

Retaile

r's Beh

avior

00.5

11.5

22.5

33.5

44.5

5

Preferences

As evident from the graph for BAP, brand and discount are most preferred criteria that

affect the purchase decision; price feature and durability are the next factors that

influence the decision making process.

35

Consumer Preference & Purchase Decision Hierarchy for FAP

Fig.VI.5

Durabilit

y

Style/

Design

Brand

Price

Featu

re

After sal

es ser

vice

Availa

bility

Discount

Retaile

r's Beh

avior

00.5

11.5

22.5

33.5

44.5

5

Preferences

In the focused appeal segment brand and feature were given highest preference;

style/design, availability, and retailer’s behavior was preferred thereafter. Discount &

Price were ranked 1 & 2 respectively. So customer in this category emphasized on the

features they wanted in their purifier. This category of customers is the esteemed

customers who seek several value added features in their purifier.

Consumer Preference & Purchase Decision Hierarchy for ES

Consumer preference and purchase decision hierarchy could not be determined for

this category of purifier as there was no sale of this purifier during the project tenure.

However from the past experiences of the retailer& dealer it was concluded that the

consumer in this segment gave high preference to brand and feature.

36

RETAILER’S INCENTIVE TO SELL A WATER PURIFIER

There are many competitors in the market this was to decipher what a company does

to become retailer’s favorite brand. The project also aimed to study what schemes did

other companies give to the retailer and compare them with that of Luminous.In the

assigned outlet the main competitor of Luminous was Kent water purifier.

Schemes given by KENT

Credit period

Retailer was supposed to make payment within 15 days of purchase.

Display scheme

Under display scheme the company offered a discount of 2% given that the number of

KENT purifier in display should constitute of 60% of total display in the outlet.

A promoter

It provided a promoter who would assist the retailer in promoting the KENT purifier.

Gifts were given to the retailer to induce him to sell the KENT purifier.

Schemes given by PURE IT

Credit period

The payment was supposed to be made after the sale of the purifier. There was a sales

executive who kept track of the sale.

The margin in selling it was high, approx. 20%.

There was incentive of Rs.100/- on sale of each piece.

They also gave promoter who was responsible for making sale in that outlet.

37

Schemes given by LUMINOUS WATER PURIFIER

Credit period

Luminous gave a credit period of 7 days to the retailers.

Target based incentives

There were three groups under this.

Group 1 consisted of basic models (MEP)

Group 2 consisted of mix of BAP & FAP

Group 3 also consisted of mix of BAP & FAP

For group 1 the incentive was based on the volume i.e. the no. of water purifier sold.

Target was given for the month and on achieving the target there was incentive of

Rs.100/- on each piece sold under group 1.

For group 2 & 3 the incentive was value based i.e. on the amount of business done.

Targets were given for this as well which were as follows:

For group 2 if the target was achieved the retailer was given a discount of 0.75% on

the amount of bill.

For group 3 it was 1%, if the target was achieved.

Display scheme

Under the display scheme the retailer had to keep 80% of total display which availed

him 1% discount in total payment.

Promoter

Luminous provided promoter to A class stores to help achieve the target; besides the

promoter was also given target based incentive apart from the basic salary.

38

Current Trends in the Indian Market

According to the latest ORG (a research agency) figure, Luminous has a market share

of 59.5% in India.

Fig.VI.6

luminous59%

pure it 8%

kent7%

eureka forbes6%

Others20%

Market Share

It is to be noticed that much of the market share in India has been achieved through

the distribution and operator partnership. Luminous has a wide distributor network

throughout the country and its wide range of product offerings, customized for each

category of customer gives an edge over its competitors.

Beside all these Luminous has operator partnership with Naaptol, Yahoo go, Flickr

etc.which make it the company with highest market share in India.

India is one of the fastest growing water purifier market in the world, & the nation is

in tight race with Other States. According to the government figures the number of

water purifier subscribers in India is about 2.08 million.

Promotional Activities Undertaken During the Project

39

During the project pamphlets (refer Exhibit 2) were designed and distributed to

increase the awareness and thus sale of the Luminous water purifier. Pamphlet was

distributed through the newspaper vendor.

Banners and display boards were made to promote the Luminous water purifier at the

assigned outlet.

40

CHAPTER – VII

FINDINGS

CHAPTER – VII

FINDINGS

41

1. For MEP, price and discount were the major factors that influenced the

purchasing decision of buyers. It was followed by durability, brand name &

retailer’s behavior (each being ranked 4 on preference scale), style and

availability of purifier is of least preference.

2. For BAP, brand and discount are most preferred criteria that affect the

purchase decision; price feature and durability are the next factors that

influence the decision making process.

3. For FAP segment brand and feature were given highest preference;

style/design, availability, and retailer’s behavior was preferred thereafter.

Discount & Price were ranked 1 & 2 respectively. So customer in this category

emphasized on the features they wanted in their purifier. This category of

customers was the esteemed customers who sought several value added

features in their purifier.

4. As there was no sale of ES products in the assigned outlet during the project

period it was difficult to conclude about the same category. However from the

past experiences of the retailer it was found that the consumer in this segment

gave high preference to brand and feature.

5. The competitors’ trade schemes were lucrative as well but Luminous scored on

the turnover front. As the number of days it took to sale Luminous stock was

fairly less than any of its competitors.

6. Ekta sales enterprises, current Luminous purifier distributorin patnafollowed

trade promotion schemes more aggressively.

42

CHAPTER – VIII

SUGGESTIONS

CHAPTER – VIII

SUGGESTIONS

43

1. Luminous should Launch new Ro water purifier that are an optimum balance between

price and features. High quality, advanced technology, worldwide service and

continuous new products are the essential factors for Luminous’s product

development. There are many competitors coming in the market one of them being

Kent.

2. Luminous needs to improve its after sales service, as the customers’ experience has

been appalling.

3. Trade promotion schemes should be pursued more aggressively.

4. It needs to institutionalize training and orientation programs for the

retailers/dealers/franchiseeto develop liaisoning with them. It is very necessary as the

competitors are building a good reputation with the retailers and the margin in is less

compared to its competitors.

5. It should work aggressively to tap Tier II cities and the rural market.Luminous water

purifier due to its simple user-interface and other advantages such as filterback-up&

touch technology can be the best reason for the customers in the region to purchase

Luminous water purifiers.

6. Luminous needs to improve packaging of some of its high range ro water purifier.

7. By customers’ feedback it was found that Luminous lags behind Kent in terms of

quality & it needs to work on that.

44

CHAPTER – IX

LIMITATIONS

CHAPTER – IX

45

LIMITATIONS

While conducting this project, certain limitations did occur. However, these are

natural to any project. Thus, findings of this study should be interpreted in the light of

the limitations of the project.

1. The sample profile was a representative profile of the population of a region in

Patna city only.

2. Unwillingness of respondents to fill the questionnaire complete in all respect.

3. Lack of time on the part of respondents.

46

CHAPTER –X

EXHIBITS

CHAPTER –X

47

EXHIBITS

Exhibit 1: Sample Questionnaire

Name: __________________

Age: ____________________

Occupation:

□ Service □Business

□ Graduate □Professional

□Student □Others

Monthly Income:

□ Less than 10000 □ 10000-15000

□15000-20000 □Above 20000

Location: ___________________________________________________

Q1. Do you prefer using a purifier?

48

□ Yes□No

If yes which brand do you own?

□Luminous□Kent□Pure it□Eureka forbes

□Any other, please specify_________________

Q2. What qualities of purifier are important to you while buying purifiers?

Rank them in order of 1 to 5, where 1 being the least important and 5 being the most

important.

49

CRITERIA RANK (From1-5)

Durability

Style/ Design

Feature

After sales service

Price

Availability

Retailer’s behavior

Comfort

Discounts

Q3. Rate the following brands based on your perception on the mentioned criteria on a

scale of 1-6 where,

1= Below Average 2=Average 3= Satisfactory

4= Good 5= Very good 6= Excellent

50

Criteria Luminous Kent Pure it Eureka

forbes

Others

Maintenance

Durability

Style/ Design

Color

Size

Price

Availability

Lightweight

Comfort

Discount

Q4. How often do you purchase purifier?

□Every two months

□2-4 months

51

□4-6 months

□Any time of the year

□Any Other

Q5. For what all purposes do you normally buy purifier?

(Please specify)__________________

Q6. Where did you come to know about Livpure?

□Word of mouth

□Print Media

□Electronic media

□Retailer’s Recommendation

Q7. When do you go for new ro water purifier?

□When old one is worn out

□For change

52

□Seek variety and range of purifier

□Special occasions

Q8. Who influences your buying decision?

□Friends

□Trends

□Family

□Myself

□Salesman

□Others____________________________

Q9. Who decides to buy purifier in your family?

□Self

□Joint

53

□Parents

□Spouse

□Children

□Others, please specify________________

Q10. From where do you like to purchase your water purifier?

□Multi-branded outlet

□Exclusive showroom

□Any other, please specify_____________

Q11. If in a multi-branded outlet, if your brand is not available, do you go for other

brand?

□Yes

□No

54

Q12. Do you think that the market has any brand that has all the quality (durability,

colors, quality etc)?

Please specify_______

Q13. Have you ever used Luminous water purifier? What is your opinion about it?

___________________________________________

Exhibit 2: Promotional pamphlet designed for the outlet-

offerLUMINOUS

AT

UNBEATABLE PRICE

55

MODEL NO. PRICE

TOUCH(RO+UV) 15,000

TOUCH

PLUS(RO+UV+UF)16,000

MAGNA(RO+UV+UF

)18,000

Nr goal ghar, Budh marg, PATNA, BIHAR.

Exhibit 3: Organizational structure

Luminous has a flat organizational structure. In India it is headed by Mr. RAKESH

Malhotra.

Exhibit 3.i:

56

Country Head

Zonal Head (West)

Zonal Head (East)

Zonal Head (North)

Zonal Head (South)

Exhibit 3.ii:

CHAPTER – XI

57

Zonal Head

Regional Sales Managers

Area Sales Managers (ASM)

REFERENCES AND BIBLIOGRAPHY

CHAPTER – XI

REFERENCES AND BIBLIOGRAPHY

BIBLIOGRAPHY

Kotler and Armstrong (8th edition); Principles of Marketing;

REFERENCES

www.livpure.com

www.wikipedia.org

www.google.com

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