STR

CHAPTER-1

1.1 ABOUT THE ORGANIZATION

KENT RO is a 21st century health care company with a vision for making the world a healthy and

happy family. The company’s mission is to produce innovative health care products that purify the

water we drink, the food we eat and the air we breathe, thus it helps to live people healthier. For KENT

RO, bringing health care products to customers is more than just a business.

Pioneer in bringing revolutionary reverse osmosis (RO) technology to INDIA, KENT started its

operation in NOIDA, INDIA in 1999. Despite a humble beginning, today KENT is a strong

organization with offices spread across INDIA. Most importantly today KENT has lakhs of satisfied

customers its credit worldwide.

Company’s product philosophy is unambiguous. KENT RO helps people attain the biggest and most

precious wealth called perfect health, which is duly reflected in our vast range of healthcare products.

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1.2 COMPANY PROFILE

COMPANY NAME: KENT RO SYSTEM PVT. LTD

HEAD QUARTERS: A-2, SEC-59, NOIDA (UP)

201309

FOUNDER: Mr. MAHESH GUPTA (CHAIRMAN)

PUNCH LINE: “WATER IS LIFE, DO NOT COMPROMISE”

BRANCHES: 16 BRANCHES IN DELHI AND 23 BRANCHES IN ALL OVER INDIA.

SERVICE CENTRE: 400 SERVICE CENTRE IN ALL OVER INDIA.

DISTRIBUTORS AND MARKETING EXECUTIVES: 400 DISTRIBUOTORS COUNTRY WIDE

AND 250 DIRECT MARKET EXECUTIVES.

SALES TURNOVER (IN CRORES)

YEAR SALES TURNOVER

SALES AFTER 2008 200.00

2007-08 100.00

2006-07 56.00

2005-06 20.50

2004-05 11.00

2

MAJOR MARKETS: ASIA, AFRICA, KENYA, ZIMBAMBE, MEXICO, QUATAR, SPAIN,

BANGLADESH, SRILANKA.

1.3 VISION AND MISSION OF KENT

KENT’S VISION

Making the world a healthy & happy family and to become the number one market player with

maximum market coverage by providing the world’s first Mineral RO technology and sustainable

values.

KENT’S MISSION

To become a high-performance organization by achieving its target of becoming market leader in this

trade by delivering exceptional values through superior execution of innovative marketing and

providing excellent service support to the clients.

AT KENT THEY VALUE THE FOLLOWING THINGS:-

1. PEOPLE - KENT believe in providing all of their employees the opportunity to grow and to

achieve their goals. They also believe that it is important for their employees to appropriately

balance their work and personal commitments.

2. KENT work to build relationships based on trust. They excel in an environment of openness and

trust. They are open in sharing their ideas and encouraging the ideas of others. They build trust

3

amongst their selves by interacting with one another openly and directly that provides

faith and belief in each other.

3. CUSTOMERS - KENT believe in always giving customers what they expect and, whenever

possible, trying to deliver service they only dream about. This is their commitment to customers

of attending complaint within 24 hours and giving solution to their valued clients.

4. TEAMWORK -They are team players and team builders. They believe that through the power

of teamwork they can achieve exceptional results. KENT encourages and expects all employees

to participate in teams as a fundamental condition of how they get their work done.

1.4 NEED FOR WATER

Water forms an essential part of every living being. After air, water is the most important necessity

for life. Water plays a number of functions for the body. It serves as the body's transportation

system, it acts as a lubricant, it regulates the body temperature etc. The eulogy for water is an

unending thing. In fact more than 2/3rd of the human body is made of water. The importance of

water for human body can be well accessed from the fact that if the amount of water in our body is

reduced by just 1-2%, we feel very thirsty. If it's reduced by 5%, our skin will shrink and we will

have difficulty moving our muscles and if it's reduced by 10%, we will die.

Moreover with this commodity being a human necessity it makes best sense to do business

in. As a normal human being requires on an average needs 2-3 liters of water every day and world

4

population is more than 6 billion (growing at 2-3% annually), the business opportunity is

humongous and the potential is largely untapped. These facts about water added to the growing

number of cases of water borne diseases, increasing water pollution, increasing urbanization,

increasing scarcity of pure and safe water etc. have made the bottled water business quite lucrative.

In addition with getting pure drinking water from municipal taps in cities and towns becoming a

luxury the scenario has become so lucrative in business sense that the opportunity is being misused

by a number of companies especially in our country. These companies are selling plain tap water

under the name of mineral water and are be-fooling consumers. The situation has got aggravated

by lack of awareness among common people about mineral water and also due to lack of

initiatives on part of the government both on count of setting stringent norms as well as on taking

action against non-compliers. In fact one of the major factors for flourishing of the sector is the

public fear that water supplied by civic bodies is impure.

1.4.1 TYPES OF WATER

1. ARTESIAN WELL WATER

Bottled water from a well that taps a confined aquifer (a water-bearing underground layer of rock

or sand) in which the water level stands at some height above the top of the aquifer. Another name

for bottled water. Accordingly, drinking water is water that is sold for human consumption in

sanitary containers and contains no added sweeteners or chemical additives (other than flavors,

extracts or essences). It must be calorie-free and sugar-free. Flavors, extracts or essences may be

5

added to drinking water, but they must comprise less than one-percent weight of the final product

or the product will be considered a soft drink.

2. MINERAL WATER

Bottled water containing not less than 250 parts per million total dissolved solids may be labeled

as mineral water. Mineral water is distinguished from other types of bottled water by its constant

level and relative proportions of mineral and trace elements at the point of emergence from the

source. No minerals can be added to this product.

3. PURIFIED WATER

Water that has been produced by distillation, deionization, reverse osmosis or other suitable

processes can be labeled as purified bottled water. Other suitable product names for bottled water

treated by one of the above processes may include "distilled water" if it is produced by distillation,

"de-ionized water" if the water is produced by deionization, or "reverse osmosis water" if the process

used is reverse osmosis.

4. SPARKLING WATER

Water that after treatment and possible replacement with carbon dioxide contains the same amount

of carbon dioxide that it had at emergence from the source.

5. SPRING WATER

Bottled water derived from an underground formation from which water flows naturally to the surface of

the earth. Spring water must be collected only at the spring or through a borehole tapping the

underground formation finding the spring.

6. WELL WATER

Bottled water from a hole bored drilled or otherwise constructed in the ground, which taps the water of

an aquifer.

6

1.4.2 NEED FOR PURIFIED WATER

Due to increased pollutants in river water, they are getting contaminated with excessive bacteria and

viruses. The river waters are not able to meet the drinking water requirement; hence municipalities add

ground well water, which generally contain excessive dissolved impurities (hard water). Now move

towards multi storied buildings regime wherein one does not get running tap water from the

corporation. What we are getting is overhead stored tank water for drinking. This water is generally

infected with excessive bacteria and viruses due to long storage as well as contamination of water in

the pipeline. Drinking water may also contain bacteria, viruses as well as more dissolved impurities

like salts & harmful chemicals which are very harmful to human body. Most common dissolved

impurities are salts of iron, arsenic, fluorides, nitrates and many other salts.

Due to above reasons the drinking water which one gets in the kitchen needs better purification before

it can be consumed for drinking.

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1.4.3 NEED OF RO OVER UV PURIFIERS

U.V PURIFICATION

This technology was invented in 1960s to disinfect tap water from bacteria and viruses. The heart of

this process is us rays (253.7nm) for destroying microorganisms like viruses. Ultra violet light is

invisible, electromagnetic energy with wave length between visible lights and x-rays. UV light has long

been acknowledged as a means of disinfection because of its ability to kill by penetrating their outer

membranes and impairing proper DNA function. Typical UV purifiers before treating with UV light

passes the raw water through the sediment filter (5 Mic.) and thereafter through activated carbon filter.

1.4.4 UV PURIFIERS HAVE FOLLOWING LIMITATIONS

They only deactivate bacteria and viruses. These bacteria and viruses have some chance of survival

after increase in temperature and time. UV purifiers do not remove any dissolved impurities like heavy

metals, salts and harmful chemicals. The present UV purifiers are on line water purifiers which can

work only if water supply in tap is available as well as electric current is available. Further they do not

store purified water. The inactive bacteria come in purified water.

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1.4.5 RO WATER PURIFIERS

The heart of RO water purifiers is a semi permeable membrane having porosity of 0.0001 micron. The

high pressure water is forced through the membrane which allows only pure water. The RO membrane

surface is not choked with particles because in a parallel flow, the rejected water continuously washes

the membrane surface and keeps it clean. In RO Purifiers, before water is passed through the RO

membrane, it is first purified with a sediment filter of 5 micron and there after it is passed through

activated carbon filter. RO Purifiers membranes do not allow bacteria and viruses as well as dissolved

impurities to pass into purified water. Typically RO purifiers are built with fully automatic system

wherein purified water is stored in hydrostatic tank or water tank. The systems are also built with

automatic pump stoppage and non- starting system, if there is no inlet water or the storage tank is full.

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1.5 ADVANTAGES OF RO WATER PURIFIERS

A) As compared to UV purifiers they remove even dissolved impurities.

B) RO purifiers remove bacteria and viruses from raw water and they reject them from waste water.

C) RO purifiers are generally automatic which allows to have purified water to be in absence of

electricity / raw water in emergency.

DISADVANTAGES OF RO WATER PURIFIERS

A) If input water is having low dissolved salts they may remove essential mineral contents of water

which may not be good for health.

B) With use, the pore size of RO membrane gets increased which can cause bacteria of smaller

sizes to pass through the membrane, thus making purified water unfit to drink

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ADVANTAGES OF KENT MINERAL RO WATER PURIFIERS OVER RO PURIFIERS

RO PURIFIERS KENT MINERAL RO PURIFIER

Ordinary RO purifiers are based on only KENT Mineral RO purifier offers

‘Reverse Osmosis’ process. Double purification of RO followed by

UV sterilization and TDS control system

To adjust mineral contents in the

Purified Water.

If TDS of raw water is less than 200. KENT Mineral RO purifier removes

In RO process while removing dissolved dissolved impurities like salts, harmful

Impurities also removes essential minerals chemicals and heavy metals, while

In the purified water, which is so important retaining the essential natural minerals

For our health. Through its patented mineral RO

Technology. It also enhances the taste of

Purified water.

Within 4 to 6 months of usage, the pores In KENT Mineral RO purifier after RO

Of RO membrane gets enlarged, allowing purification, the purified water is further

Bacteria and viruses to pass through it, thus sterilized with UV process, giving

11

Making purified water unfit to drink. Double protection from bacteria and Viruses.

Ordinary RO purifiers have no system to KENT Mineral RO purifiers are

Control the TDS level of the purified water. Provided with unique TDS control

Thereby, the taste of water becomes bitter valve to adjust the salt levels in

& non- consistent due to imbalanced salt levels purified water and to enhance the

In purified water. Taste of the purified water.

RO may not be suitable if the TDS of raw water KENT Mineral RO water purifiers

Are less than 200. In that case, the purified water can process any source of water

May have a very low TDS. Meet allow TDS or high TDS

Ground well water or highly

Contaminated stored tank water.

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1.6 ADVERTISING

Advertising is any paid form of non-personal presentation & promotion of ideas, goods or services by

an identified sponsor.

Modes of advertising

Newspapers, billboards, glow signs, banners, etc.

TV.

Mails.

Radio.

Magazines.

Yellow pages.

Newsletters.

Brochures.

Telephone.

Internet.

13

CHAPTER2

ORGANISATIONAL STRUCTURE AND HEIRARCHY

CMD

Associate Associate GM GM Vice (V.P) GM (Taxation) (Exports) President up country (Finance Channel sales & A/Cs)

GM (Sales) V.PGM GM GM (Operations)[Direct sales (HR) (Logistics) & channel sale Deputy(NCR)] Manager

Deputy Manager V.P Manager manager Manager (Corporate

Affairs)

Zonal Assistant Senior Manager Manager Manager

ManagerRegional ExecutiveManager

SalesManager

Area sales Manager

14

CHAPTER3

PRODUCTS AND SERVICES

3.1 PRODUCTS OF KENT RO

KENT RO has a wide range of products like water purifiers, air purifiers, vegetable and

fruit purifiers, water softener, automatic water boosting pump.

1. WATER PURIFIERS

A) MINERAL RO WATER PURIFIER

KENT GRAND+

15

http://www.kent.co.in/product/images/kent_grand_product_big.jpg

Features

Double Purification by RO & UV with TDS controller

Computer Controlled Operation with Filter Change Alarm & UV Fail Alarm.

After a pre-set time, Filter Change Alarm is audible which indicates time to replace the filters. If

filters are not changed within next 60 hours of use, the purifier stops functioning, to avoid the

possibility of impure water delivery

In case the UV stops functioning, UV Fail Alarm is audible. The purifier does not function until

the UV lamp is replaced to ensure the delivery of only 100% pure water

Spin-welded RO Membrane Housing to prevent tampering

Push – fit components for leak – proof performance

Elegant design with transparent cover and purified water level indicator

Fully automatic operation with auto-start and auto-off

ABS construction for corrosion free lifespan

Equally suitable for water from all sources such as bore-wells, overhead storage tanks, water

tankers and even municipal taps

Certified

Specifications 16

Purification Capacity 15** liters/ hour

Max. Duty Cycle 75 liters/ day

Storage Tank Capacity

8 liters

Filter Cartridges Sediment, Activated Carbon, UF, Post Carbon

RO Membrane 1812-75 GPD

UV Lamp Power 11 Watt

Min. Inlet Water Pressure

0.3 kg/cm2

Input Voltage 160–300V AC (50Hz)

Operating Voltage 24V DC

Dimensions L410 W260 H520 (mm)

Net Weight 9.4 kgs

KENT PEARL

17

Features








Detachable tank for easy on – site cleaning on regular basis

LED indicator for power and purification display


18

http://www.kent.co.in/product/images/kent_pearl_product_big.jpg


Food grade, non – breakable, transparent ABS plastic construction



tankers and even municipal tape.

Specifications

Purification Capacity 15** liters/hour

Max. Duty Cycle 75 liters/day


8 liters

Filter Cartridges Sediment, Activated Carbon, UF, Post Carbon




0.3 kg/cm2

Input Voltage 160 – 300V AC (50Hz)


Dimensions L 405 W 330 H 470 (mm)

Net Weight 10.800 kg

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KENT EXCELL+

Preferred Installation

1. For under the counter/ cooler

2. For refrigerator with water dispenser

Features









20

http://www.kent.co.in/product/images/kent_excell_product_big.jpg







7 liters hydrostatic tank makes water available on demand

Certified

Applications

For under the counter/cooler installation and for refrigerator with water dispenser.

Suitable for raw water from all types of sources like bore well, overhead storage tanks, water

tankers and even municipal taps.

21

Specifications

Purification Capacity

15** liters/ hour

Max. Duty Cycle 75 liters/ day


7 liters hydrostatic tank

Filter Cartridges Sediment, Activated Carbon, Carbon Block, UF, Post Carbon




0.3 kg/cm2

Input Voltage 160 – 300V AC (50Hz)



Net Weight 10.700 kg

22

KENT SUPREME

Features



After a pre-set time, Filter Change Alarm is audible which indicates time to replace the filters. If filters are

not changed within next 60 hours of use, the purifier stops functioning, to avoid the possibility of impure

water delivery

In case the UV stops functioning, UV Fail Alarm is audible. The purifier does not function until the UV

lamp is replaced to ensure the delivery of only 100% pure water






Equally suitable for water from all sources such as bore-wells, overhead storage tanks, water tankers and

even municipal taps

23

http://www.kent.co.in/product/images/kent_supreme_product_big.jpg



7 liter hydrostatic tank makes water available on demand

Certified

Specifications

Purification Capacity 15 liters/ hour

Max Duty Cycle 75 liters/ day

Storage Tank Capacity 7 liters hydrostatic

Filter Cartridges Sediment, Activated Carbon, Carbon Block, UF, Post Carbon



Minimum Inlet Water Pressure

0.3 Kg/cm2

Booster Pump Voltage 24V DC

Mains voltage 160-300V AC (50Hz)

Dimensions(mm) L415 W230 H410 (mm)

Net Weight 12.900 kgs

*Purification capacity tested on raw water with TDS level of 750 ppm at room temperature

KENT PRIDE

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Features

Secondary purification by UF after RO ensures enhanced water quality throughout service cycles

Patent TDS Control System retains essential natural minerals in purified water



Built-in SMPS to operate within 160-300V AC voltage

Push fit components for leak-proof performance

ABS Construction for corrosion free lifespan

Suitable for raw water from all types of sources like bore well, overhead storage tanks, water

tankers and even municipal taps.

Certified

Specifications

25

http://www.kent.co.in/product/images/kent_pride_product_big.jpg

Purification Capacity 15** litres/ hour

Max. Duty Cycle 75 litres/ day

Storage Tank Capacity 8 litres

Filter Cartridges Sediment, Activated Carbon


UF Membrane 0.01 Micron

Min. Inlet Water

Pressure

0.3 kg/cm2

Input Voltage 160–300V AC (50Hz)



Net Weight 9.00 kg

26

KENT ELITE

Features






In case the UV stops functioning, UV Fail Alarm is audible. The purifier does not function until the

UV lamp is replaced to ensure the delivery of only 100% pure





27

http://www.kent.co.in/product/images/kent_elite_product_big.jpg



Certified

Specifications

Purification Capacity 25 litres/ hour 50 litres/ hour

Max. Duty Cycle 125 litres/ day 250 litres/ day


Optional Optional

Fliter Cartridges Sediment, Activated Carbon, Carbon Block

Sediment, Activated Carbon, Carbon Block

RO Membrane 1812-75 GPD (2 Nos) (4Nos)

UV Lamp Power 11 Watt 11 Watt

Inlet Water Pressure(Min)

0.3 kg/ cm2 0.3 kg/ cm2

Input Voltage 24 VDC 24 VDC

Dimensions L460 W200 H640 (mm) L450 W260 H870 (mm)

Net Weight 20.500 kg 27.500 kg

Standard Warranty 1 year on Parts & Labour1 year on RO Membrane6 months on Filter Cartridges

1 year on Parts & Labour1 year on RO Membrane6 months on Filter Cartridges

B. AIR PURIFIERS

28

KENT OZONE AIR PURIFIER-PYZ500

Suitable for installation at offices, conference rooms, restaurants and other large areas.

KENT OZONE AIR PURIFIER-TY100B

Suitable for installation at home, offices, living room, bathrooms or kitchen

Need for an air purifier

29

http://www.kent.co.in/product/ozonewall_airpurifier.aspx

http://www.kent.co.in/product/ozonerooml_airpurifier.aspx

The quality of air we inhale has a direct impact on our health. But the air around us is seldom pure. It

often includes dangerous substances such as:

Microbes: germs, viruses, bacteria and mold spores.

Odours: From cigarette smoke, cooking and pets.

Gases and chemical fumes: chemical fumes from wall paint, formaldehyde, nail treatment products

etc.

Particulates: allergens, dust, dust mites, pollen, particles in smoke.

The exceptional power of KENT Ozone Technology

KENT Ozone AIR PURIFIERS produce Ozone gas, a highly reactive oxidant with the exceptional

power to kill bacteria, viruses &harmful germs present in air.

Features

. Produces Ozone Gas, an environment friendly oxidant, which is sprayed quietly and effectively

through a fan.

. Eradicates bacteria, viruses & harmful germs without germs without leaving any remnants.

. Neutralizes stale and foul odour rapidly and supplies fresh air.

. 3-mode selector to suit different requirements.

.Extremely silent operation.

C.. VEGETABLE AND FRUIT PURIFIER

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Remove Harmful Chemicals, Insecticides & Germs From Fruits, Vegetables & Meats

Installation

Suitable for mounting on kitchen wall

Features

Uses Ozone gas with the exceptional power to kill Bacteria, Viruses, Fungus and other

Pathogens

Sterilizes vegetables & fruits making them safe for human consumption

Effectively oxidizes residual chemicals and Bacteria from surface of vegetables & fruits

31

Also helps in cleaning antibiotics and hormones that invariably remain in meat, fish & other

seafood’s

Controls and prevents athlete’s foot and ringworm of nails when washed with ozonised water

Eradicates bacteria and other harmful germs present in water thus making ozonised water

healthy & good for bathing

Sleek and modern design

How to Use

Simply put the vegetables, fruits or mean in a bowl filled with water & drop the ozone tube into

the bowl

Set automatic timer as per requirement (15 to 30 minutes)

After ozoniasation rinse fruits and vegetables with pure water

Specifications

32

Voltage 230V AC 50/50 Hz

Rated Power

Dissipation

13 Watt

Timer Options 15 min/ 30 min

Ozone Output 200 mg/ hr

Size L260 W145 H150 (mm)

Weight 1723gm

Noise Less than 45db

Output Pressure > = 0.15kg/ cm2

Operating Temperature 0 – 40o C

D. WATER SOFTENER

33

http://www.kent.co.in/product/kent_vegetable_purifiers.aspx#top

AUTOSOFT 255 AUTOSOFT 366

KENT Automatic Water Softener enhances the quality of water by replacing hard salts of magnesium

& calcium with sodium. Its fully automatic microprocessor controlled time based regeneration process

gives you freedom from calling a technician time and again for maintenance / recharging.

E. AUTOMATIC WATER PRESSURE BOOSTING SYSTEM

34

http://www.kent.co.in/product/watersoftener_autosoft255.aspx

http://www.kent.co.in/product/watersoftener_autosoft366.aspx

MF-100

Need for a water pressure boosting system

These days, most of the homes boast of modern amenities like washing machines, dishwashers,

showers etc. But more often we do not get to enjoy them because of low water pressure. The

reason being, the overhead water tanks are kept at low height. As a result, we are not able to

enjoy bathing and find it difficult to fill washing machines and dishwashers. What we do is to

install a KENT automatic water pressure system, which helps provide high water pressure &

high flow for showers and other appliances.

KENT Automatic water pressure boosting system

35

KENT water pressure boosting systems are designed to operate automatically whenever water demands

occurs. They operate to give water at a constant pressure. Once a tap in the bathroom is opened, water

flows out from the pressurized hydrostatic tank. When the pressure reaches 20psi, high pressure switch

toggles to an on position and the pump starts delivering water automatically. Once the tap is closed ,

water outflow stops and the pressure in hydrostatic tank increases. When this pressure reaches 40psi,

high pressure switch toggles to an off position and stops the pump.

ADVANTAGE KENT

Fully automatic operation – starts automatically the moment pressure drops in tank. No manual

intervention required.

Available in two models for a high volume demand as well for low volume demand as well for low

volume demand.

Maintenance free.

Maintains the water pressure even if multiple taps are opened simultaneously.

Built in thermal protection-automatically cuts off in case of overheating and resets when motor

temperature returns to normal.

In case of power failure, operates effectively under gravity head.

Self priming –provides relief from priming the pump now and then.

Prompt after sale service with a wide service network pan-India.

3.2 KENT’S SERVICES

36

Kent provides mainly two types of services:-

1. Services on demand- Services on demand are provided on demand by customer only. If there is

any service demanded by the customer then he can lodge his complain on the customer care no. and

then company will send his service engineer to that customer’s house and service will be provided.

There is fixed charges of service engineer for every visit.

2. AMC (annual maintenance contract) services-

In AMC services there are different charges for every product of Kent. Under this service customer

have to give its charges in advance and then he will be provided service on demand and service

engineer’s visit is free for that year.

The following product will be covered under this contract:-

Product service AMC

Kent grand+ Rs. 1250/- per annum

Kent excel+ Rs. 1250/- per annum

Kent pearl Rs. 1250/- per annum

Kent supreme Rs. 1250/- per annum

Kent Elite 1 Rs. 3370/- per annum

Kent Elite 2 Rs. 5620/- per annum

37

CHAPTER-4

ACHIEVEMENT & RECOGNISATION

38

4.1 ACHIEVEMENT & RECOGNISATION

1. Best domestic purifier award by UNESCO in the year 06-07-08

2. GOLDEN PEACOCK award for eco innovation 07.

3. WATER DIGEST award-07

39

CHAPTER-5

SWOT ANALYSIS

40

5.1 SWOT ANALYSIS

STRENGTH : -

1. KENT has a wide acceptance as a generic name for water purifiers.

2. Patented TDS controller technology.

3. KENT RO has a good market share.

4. Good advertising campaign and brand ambassador.

5. Good quality and innovation of product for long term customer relationship.

6. Advertising campaign more effective and change punch line make emotional touch with

customer and retail.

7. In INDIA the market is huge and untapped

41

WEAKNESS:-

1. Cannot be affordable by low income group.

2. Lack of transparency in promotional events conducted.

3. Service is not up to the mark.

4. Problem in lodging complaint.

5. The membrane and the other parts of the water purifier need yearly maintenance that

where the customer issue comes up.

OPPURTUNITY:

42

1. KENT RO is able to capture large market share.

2. To increase the sale of GRAND+

3. High scope in those cities where the TDS level of water is very high.

4. Literacy rate is growing and hence the awareness of safe drinking water to avoid the diseases.

THREATS:

1. Threats from MNC’s.

2. Many substitutes available.

3. Too many players dilute the market and the profit margin.

4. EUREKA FORBES have captured major market share of online purifier

43

PART-2

CHAPTER-6

SCOPE AND OBJECTIVE OF THE

PROBLEM

44

6.1 INTRODUCTION

Research always starts with a question or a problem. Its purpose is to answer to questions through the

application of the scientific methods. It is a systematic and intensive study directed towards a more

complete knowledge of the subject studies. Once the problem is defined properly then one can easily

chalk out the Objectives for the research.

Problem Definition

Poorly defined problems create confusion and do not allow the researcher to develop a good research

design. The first step in research is formulating a research problem. It is the most important stage in

applied research as poorly defined problems will not yield useful results.

It may be mentioned that the problem formulation from the researcher’s point of view represents

translating the management problem into a research problem. In order to formulate an appropriate

research problem on the basis of a management problem, it is necessary to have a meaningful dialogue

between the researcher and the manager. Without a meaningful dialogue, the problem is likely to be

defined poorly. The research carried out on that basis will hardly have any value for the management.

After a problem has been chosen, the next task is to formulate it precisely. This too needs a good deal

of of marketing researchers. Formulation implies a clear statement or definition of the problem.

A complete problem definition must specify each of the following:

1. Sample and sampling units

2. Time and space boundaries

45

3. Product features, and consumer preferences

4. Specific environmental conditions

Taken together these four aspects identify who, when, where, and what of the research.

Here I have done my summer project at KENT RO .With the respect of the respective head under

‘Problem Definition’ my research project is defined as follows:

“FACTORS INFLUNCING THE CUSTOMER’S DECISION TO PURCHASE KENT RO

WATER PURIFIER AT NOIDA”

Objectives of the Research Project

The subject matter for this research Project is to study the factors influencing the customer’s decision to

purchase Kent Ro.

Scope of this study:

The present study is contained to NOIDA and it is decided to consider factors influencing the

customer’s decision to purchase KENT RO and to see the future scope of water purifier in this area

where TDS level of water is very high.

46

CHAPTER-7

RESEARCH METHDOLOGY

47

7.1 RESEARCH METHDOLOGY

Research in common parlance refers to a search for knowledge. One can also define research as a

scientific and systematic search for pertinent information on a specific topic. In fact, research is an art

of scientific investigation

The research methodology, not only the research methods are but also consider the logic behind the

methods. They are in the contest of our research studied and explain why we are using a particular

method or techniques and we are not using others.

RESEARCH DESIGN

Descriptive research design:

It includes surveys, and facts finding enquires of different kinds. The major purpose of descriptive

research is description of state of affairs as it exists at Present. The main character of this method is that

the researcher has no control over the variables. He/she can report what has happened? Or what is

happening?

Nature of data

In this study primary data are used and which is collected through questionnaire, in which both open

ended and close ended questions are asked.

Collection of data

The data were collected from the respondents through the distribution of questionnaire through which

primary data is collected.

48

Method of data collection: - Questionnaire which consist of 15 questions.

Area of the study- This study covers NOIDA city only.

Sample size - The sample size covered for the purpose of this study is 100.

Sampling method- Convenience sampling because I have to fill questionnaire with those people who

already had a KENT purifier, so here it was convenience for me as the sample was already pre decided

and there I need not to make any extra effort.

DEVELOPING THE QUESTIONNAIRE

The following four questions need to be answered in designing an effective

set of questions or a questionnaire:

1) Will the respondent have the information/knowledge needed to answer the questions?

2) Will the respondent understand the questions?

3) Will the respondent likely to give a true answer?

4) Will the formulation of the question bias the response. Basically in the beginning some sample

questionnaires were developed and where administered directly on the clients. This was the trail

method included for pilot testing and the final questionnaires were prepared thereafter assessing the

feedback and result of the test.

49

CHAPTER - 8

DATA ANALYSIS

AND

INTERPRETATION

50

OBJECTIVE: - IDENTIFYING THE FACTORS INFLUNCING THE CUSTOMER’S DECISION TO PURCHASE KENT RO WATER PURIFICTION SYSTEM

1. What made you feel the need for having a water purifier?

OBJECTIVE:- The objective of this question is to find out the need for having the water

purifier in the NOIDA city, this question was asked to check the purpose of buying the purifier

and see the future scope of the purifier in the particular area.

FINDINGS: - I have found that, customers are using KENT RO water purifier, because of the

salty & bad taste of the water. The TDS level of the water is very high in this area, which

increases hardness of the water. It causes stomach problems cannot be used for drinking

purpose. The high level of TDS in water is also a reason for hairfall and skin diseases in noida.

So, there is a very high need of purifiers in this area.

65% people buy it because of high TDS level. 15% people buy it because of skin and stomach

problem. 20% people buy it because their neighbors’ and relatives advice them to go for KENT

RO.

2. WHICH ARE THE MOST RELIABLE SOURCES OF INFORMATION THROUGH WHICH YOU CAME TO KNOW ABOUT KENT PURIFIERS? PLEASE RATE THEM ON A SCALE OF 1-5 (BEING THE LOWEST & 5 THE HIGHEST)

OBJECTIVE:- The objective of this question is to determine the sources of information

through which the customers came to know about the KENT purifier, so that those sources should get

promoted so more and more people came to know about it and purchase it.

51

TABLE-1- This table shows the sources of information .

SOURCES %

NEWSPAPER 16

T.V 20

FRIENDS 35

INTERNET 9

MAGAZINES 7

HOARDINGS 4

PAMPHELTS 3

COMMERCIALS 3

RADIO 1

PRESS 2

\

FIG NO. 1-This figure shows the % of reliable sources.

52

INTERPRETATION: - 35% people say friends are the most reliable sources of information through

which they come to know about the KENT RO. Some people are new to NOIDA so they are informed

by their friends and relative. 20% people say that they are influenced by T.V advertisements. 16%

people say they get information about KENT RO from newspaper. 9% people say that internet is the

reliable source of information through which they came to know about the KENT RO. 7% say that

magazines are the reliable source of information. 4% people says hoardings attracted them most

through which they came to know about the Kent RO. Commercials and pamphlets share equal

percentage of people that is 3. Press and radio also share a small portion that is 1 and 2% people.

FINDINGS: - Company should focus on T.V and newspapers for advertisement because they

contribute 36% of reliable sources of information mouth to mouth publicity is generating good business

for KENT.

53

Friends35%

Newspaper16%T.V

20%

Internet9%

Magazines7%

Hoard-ings4%

Commercials3%

Press2%

Pamphelts3%

Radio1%

3. Which news papers do you read?

OBJE CTIVE: - The main objective of this question is to know which newspaper their customer read,

so that Kent started giving ad in those news papers.

TABLE-2- This table shows the different types of newspaper which the customer’s of KENT RO used

to read.

NEWSPAPERS %

TIMES OF INDIA 64

NAI DUNIYA 4

HINDUSTAN TIMES 23

AMAR UJALA 9

FIG.NO.2- This figure shows the % of newspaper .

54

INTERPRETATION:- 64%

people says that they read Times

of India, 9% people says they read

Amar Ujala, 4% says they read

Nai Duniya, 23% says they read Hindustan times.

FINDINGS: - Hindustan Times and Times of India contribute 87% of newspapers which KENT

customers read, and both are English newspapers so company should publish most of the ads in these

newspapers.

4. Which magazine do you read?

OBJECTIVE: - The main objective of this question is to know about the magazines which the

customer read to enhance their knowledge.

TABLE-3-This table shows the details of magazines .

MAGAZINES %

INDIA TODAY 76

CHRONICLE 6

BUSINESS WORLD 18

55

Amar ujala9%

Times of india64%

Nai duniya5%

Hindustan Times23%

FIG. NO.3- This figure shows the % of magazines.

India today76%

Chronicle6%

Busi-ness

world18%

INTERPRETATION: - 76% people say that they read India today, 18% says that they read business

world, and 6% says that, they read chronicle.

FINDINGS: - 76% customers read India today which shares a very large portion of all the magazines

read by the KENT customers.

56

5. Which factors influenced your buying decision in favor of KENT RO water purifier? Please rate them on a scale of 1 to 5 (with 1 being the lowest rating and 5 the highest)

OBJECTIVE: - The main objective of this question is to find out the factors which affect their buying

decision to purchase KENT purifier.

TABLE-4- This table shows the factors which influence the buying decision in favor of KENT RO.

FACTORS %Easy to handle 28Services provided 13Hastle free installation 9Easy availability of the machine 7Easily available spare parts 3Advertisements 5Price range 14Low maintenance 21

FIG.NO.4- This pie chart shows the % of the factors which influence the customers to buy KENT RO

water purifier.

57

Price range13%

Low maintenaince21%

Easy to handle28%Services

provided13%

Hastle free installation

9%

Easy availability of the machine

7% Easily available apare parts

3%

Advertisements5%

INTERPRETATION: - 28% People says that it is easy to handle which influenced their buying

decision most, 21% people says that it takes low maintenance, 14% people were influenced by its price

range, 13% people are influenced by the services provided by the Kent RO, 9% people says that they

are influenced by the hassle free installation of the machine, 7% people are influenced by the easy

availability of the machine, remaining 3% people are influence by easily availability of spare parts.

FINDINGS: Company should pay more focus on the ‘low maintenance’ & ‘Ease of handling’

features.

5. Which print/ TV commercial influenced you the most? What did you like in the

Advertisement?

OBJECTIVE:- The main objective of this question is that ,which ad influence the customers decision

to purchase KENT purifier.

58

FINDINGS: - Almost 90% people say that KENT RO’S HEMA MALINI’S Advertisement they have

noticed but they are not influenced by it. Remaining 10% people says that they haven’t noticed any

advertisement.

7. Are you aware of the advantages of Kent RO?

A. Double purification Technology

B. TDS controller gives sweet taste to the water

C. Filtered water is stored & refills automatically?

OBJECTIVE:- The main objective is to find out whether the customers are aware of the

advantages of KENT RO.

TABLE-5-The table shows the opinion of customers in yes or no, whether they are aware of

advantages of KENT RO or not.

OPINION IN YES OR NO % YES 57 NO 43

FIG.NO.5- This figure shows the % of people who says yes or no when they are asked that they are

aware of advantages of KENT RO.

59

Yes57%

No43%

INTERPRETATION:- More than half that is around 57% people says that they are aware

of the advantages of KENT RO , 43% people say that they are not aware of the advantages of

KENT RO.

FINDINGS:- 43% are those who are not aware of the advantages of the KENT RO. Company

should pay more attention at the time of selling of the purifier to the customers, to inform them all the

KENT purifier’s features, so that customer become aware of all the advantages and disadvantages of

their purifiers.

8. Are you aware of the advantages of Kent’s RO Technology & TDS Controller over the other technologies in the market? a) Yes b) No

OBJECTIVE:- The main objective of this question is to find out whether the customers are aware of

the advantages of KENT’s technology & TDS controller over the other technologies in the market.

60

FINDINGS: - 80% people say that they are aware of the advantages of KENT’S RO technology &

TDS controller and 20% people say that they are not aware of the KENT RO’S technology. So

company should communicate the competitive advantages of its product.

8. Which model of KENT RO you are using?

OBJECTIVE: - The main objective of this question is to find out that which model is prefered by the

customer most.

TABLE-6-This table shows the models of KENT RO which are used by the customers.

MODELS OF KENT PURIFIER %

KENT GRAND+ 56

KENT PEARL 9

KENT SUPREME 13

KENT PRIDE 0

KENT EXCELL 22

FIG.NO.6- This figure shows the % of different purifiers used by the KENT RO customers.

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INTERPRETATION: - 56%

people are using GRAND+, 22%

people are using KENT

EXCELL+, 13% People Are

using KENT PRIDE, 9% people

are using KENT PEARL.

FINDINGS:- Grand + is old one so most of the people have it. Kent excell and Kent pearl introduced

recently so it has less popularity.

10. When was the system installed?

OBJECTIVE: - The main objective of this question is to find out the time when was the system

installed.

FINDINGS:- According to my topic , I had to deal with those customers who had installed KENT

purifier within the last 2 or 3 months, so most of the people replied that they had

Installed the machine just 1 month ago, some replied 1 and half month ago, and very few replied 2

month ago.

11. Do you find any difference in colour, odour & taste in the water purified by KENT RO?

62

KENT GRAND+57%

KENT PEARL

9%

KENT PRIDE13%

KENT EXCELL+22%

OBJECTIVE:-The main obejctive of this question is to find out the differnce in colour , taste,odour in

water after using the KENT purifier.

TABLE-7- This table shows the opinion of customers that whether they find the difference in colour,

odour & taste in the water purifier by KENT RO or not.

OPINION IN YES OR NO % YES 100 NO 0

FIG. NO.7- This figure shows in % that the people who are using the KENT purifier find the difference in

taste, colour and odour.

YesNo

INTERPRETATION: - 100% people say that, they have found difference in colour, odour & taste in

the water purified by KENT RO.

63

12. Are you satisfied with its working?

OBJECTIVE: - The main objective of this question is that, after using the KENT purifier the customers are satisfied are not.

TABLE-8-This table shows the opinion of customers that whether they are satisfied with its working

or not.

OPINION IN YES OR NO %YES 100NO 0

FIG.NO.8- This figure shows the opinion of customers in % whether they are satisfied with its

working or not.

INTERPRETATION: - 100% people say that they are satisfied with its working.

64

Yes100%

13. After using KENT RO water purifier have you observed any positive effects on the family’s health?

OBJECTIVE:- The main objective of this question that , the use of KENT RO water purifier

made any positive effect on the family’s health or not.

TABLE-9-This table shows the opinion of customers that whether they observed the positive

effects of KENT RO’S water purifier on the family’s health or not.

OPINION IN YES OR NO % YES 74 NEUTRAL 26

NO 0

FIG.NO.9-This figure shows the % of customer’s that whether they notice the positive changes

on the family’s health or not.

Yes74%

Neutral26%

65

INTERPRETATION: - 74% people say that after using KENT RO water purifier they have noticed

the positive effects on the family’s health. 26% people says that they haven’t found any changes neither

positive nor negative, its neutral, and nobody found any negative effect on the family’s health.

14. Would you recommend KENT purifiers to others?

OBJECTIVE:- The main objective of this question is to that whether the customer like to recommend

the KENT purifier to others after using it.

TABLE-10-This table shows the opinion of customer’s that whther they like to recommend the

KENT purifier to others or not.

OPINION IN YES OR NO %YES 100

NO 0

FIG. NO.-10-This figure shows the opinion of customer’s in % whether they would like to

recommend the KENT purifier to others or not.

66

YesNo

INTERPRETATION:- 100% people says that if anybody ask them about the purifier then definitely,

they would recommend KENT purifiers to others.

15. Do you have any suggestions to make so that KENT RO water purifier can be improved?

OBJECTIVE-The objective of this question is to know the suggestions by the customers so that

KENT improve its product and services.

FINDINGS: - customers are satisfied with its working, but some have problem with its services, they

said, that KENT should learn from its competitors about the services that they are providing. Some

have problem with service engineer that some time their way of talking is not good, they behave very

rudely, personality development classes should be provided to them.

67

CHAPTER-9

68

CONCLUSION, LIMITATIONS AND SUGGESTIONS

CONCLUSION

The topic assigned to me is, FACTORS INFLUNCING THE CUSTOMERS DECISION TO

PURCHASE KENT RO PURIFICATION SYSTEM at NOIDA city. The thing which I conclude after

69

my survey and filling the questionnaire by 100 customers of KENT RO what I conclude are as

follows:-

1. Due to the salty, bad taste and high level of TDS in water it becomes hard & unfit for drinking.

2.People feel the need of the purifier in Noida; they got information from their friends and relatives,

advertisements in T.V and newspapers.

3.They have noticed the change in color, odor and taste of the water after using the KENT purifier; they

found the positive effect on their health.

4. Some customers had technical information about the KENT purifier, and some had no idea, but they

are satisfied with its working.

5. More than 50% of the people using it because of the low maintenance, easy to handle. I had to deal

with those customers who had just install the purifier two or one month ago so they have no idea about

its services.

LIMITATIONS

After conducting survey, I have found the following things:-

1. Mainly people get influenced by their friends and relatives; they had installed the purifier because

their friends and relatives also have the same one.

70

2. They don’t have any knowledge about the KENT RO’S TECHNOLOGY, DOUBLE

PURIFICATION SYSTEM, and TDS CONTROLLER even about the model they are using.

3.Some customers, who belong to the low income group, are not satisfied with its high price.

SUGGESTIONS

After doing summer internship of 1 month in KENT RO, I came to make the following suggestions

which can be prove fruitful to the KENT RO.

71

1. Company should improve its product and services because NOIDA is a place where there is a very

high need of purifiers so there is a very vast scope, to occupy the purifier market. As KENT RO is not

only a single company in this field, other water purification companies are also there in its competition.

So company should think new things to survive in the market. 2. During my survey I met some

customers who suggest that the tap should be made of some other material, because it creates problem.

3. Company should work according to the customer’s point of view; some says that services should be

improved, like service engineer should come monthly or quarterly.

4. According to my survey people get information about the KENT RO from their relatives, friends,

T.V and newspapers so company should pay more attention on these for advertisement. Those

customers who are already using it, plays a very important role, if they are satisfied with the working of

the purifier then they will tell others to use it.

5. Company should publish its ad on those newspapers and magazines which their customers read.

People prefer to use English newspaper in NOIDA city so ad should be publish in English newspaper.

6. Companies’ strong points which influence the most of the people are its low maintenance, easy to

handle. Company should make aware the customer about all the things related to the purifier.

7. Most of the people are using KENT GRAND+ so company should emphasis more upon its

working, price range, and availability.

72

CHAPTER-10

BIBLIOGRAPHY

BIBLIOGRAPHY

WEBSITES: - WWW.KENT.CO.IN

BOOKS: - Kotler, P., Keller, K.L., Koshy, A., Jha, M., 12th Edition

73

http://WWW.KENT.CO.IN/

MENTOR: - MR. NEERAV NAIRAIN (CEA OF CHAIRMAN)

74

ANNEXURE

QUESTIONNAIRE

OBJECTIVE: Factors influencing the customer’s decision to purchase KENT RO system.

Customer name: __________________________________________________Mobile no: __________________________________Address: ___________________________________________________

75

___________________________________________________

1. What made you feel the need for having a water purifier?_____________________________________________________________________

_____________________________________________________________________

2. Which were the most reliable sources of information through which you came to know about KENT PURIFIERS? Please rate them on a scale of 1-5 (1 being the lowest & 5 the highest)

3. Which Magazines do you read?

__________________________________________________

4. Which News Papers do you read?___________________________________________________

5. Which Print/ TV commercial influenced you the most? What did you like in the Ad?__________________________________________________________________________________________________________

6. Which factors influenced your buying decision in favour of KENT RO water purifier? Please rate them on a scale of 1 to 5 (with 1 being the lowest rating and 5 the highest)

a) Price rangeb) Low maintenancec) Easy to handled) Services providede) Haste free installationf) Easy availability of the

machineg) Easily available spare

partsh) Advertisements

76

a) Friends

b) Newspaperc) T.V.d) Internete) Magazinesf) Hoardingsg) Commercialsh) Pressi) Pamphletsj) Radio

7. Are you aware of the advantages of Kent RO?a. Double purification Technologyb. TDS controller gives sweet taste to the waterc. Filtered water is stored & refills automatically?

8. Are you aware of the advantages of Kent’s RO Technology & TDS Controller over the other technologies in the market?

a) Yesb) No

9. Which model of KENT RO you are using?a) KENT GRAND+b) KENT PEARLc) KENT PRIDEd) KENT EXCELL+e) KENT SUPREME

10. When was the system installed?______________________________________________________

11. Do you find any difference in colour, odour & taste in the water purified by KENT RO? a) Yes b) No

12. Are you satisfied with its working?a) Yesb) NoIf no, please let us know how we may help______________________________________________

13. After using KENT RO water purifier have you observed any positive effects on the family’s health?

a) Yes

77

b) No

14. Would you recommend KENT purifiers to others?a) Yesb) NoIf yes, please give contact number______________________________

15. Do you have any suggestions to make so that KENT RO water purifier can be improved?____________________________________________________________

Survey conducted by: Customer’s SignatureSwatee ShuklaManagement traineeKENT RO SYSTEMS PVT.LTD

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STR

Documents

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