David

EXECUTIVE SYNOPISIS
Executive training involves teamwork, goal orientation and managing interpersonal

relationships. Therefore, it helps to develop the qualities required for an Executive /
Manager. A good summer internship undertaken with all the seriousness provides an
excellent learning opportunity for a student intern and paves the way for pre-placement.
The main objectives of my project was on “TO KNOW THE SCOPE OF NEW
PRODUCT IN THE MARKET” In this project I highlighted what are the new products,
what are the features? What are the benefits and how to sell them? and also to get the full
knowledge of the products of the HUL pure it and what are they doing to get the customer
loyalty, to maintain there market. This is also to find the preferences of customer and there
market knowledge and product information, information about the presence of the rivals of
HUL pure it and all the other options they have in the market. What are the techniques they
{HUL} adopt to know about the preferences and changing needs of the customer?
The project started its execution by learning the following things detail:
1. Direct Marketing Concept.

2. About Hindustan Unilever Limited profile.
3. About HUL Water Division Pure it.
4. Competitors.
5. Customers attractiveness towards Pure it
SCOPE OF THE NEW PRODUCT IN THE MARKET.
Place of Study:
The project work is done at Maredpalli Safe Water Zone as an intern the office is
located Maredpalli, secundrabad. This intern is as a part of curriculum MBA Programme
during 17th may 2010 to 16th July 2010 i.e. about 60 days. This project will give a practical
exposure to the market and a different kind of study towards the organization.
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INTRODUCTION
Approximately 80% of diseases in India are caused by water borne micro organisms. This is
true in rural as well as urban India. However, awareness of health risks linked to unsafe
water is still very low among the rural population. The few who treat water resort to boiling
or use domestic candle filters. In comparison, the urban Indian is definitely more health
conscious and understands the necessity of purifying water before it is fit for consumption.
Even so, it is estimated that roughly 7% of urban Indians use non manual water purifiers.
More Indians need to become aware of the importance of installing drinking water purifiers.
There remains a huge untapped market.
Though quite a few city dwellers still boil water, many are switching over to modern
domestic water purifiers. Electrical or chemical based home water purification systems are
most suitable for urban households because they require little or no manual operation and
depending on the technology can eliminate biological contaminants, chemical toxins and
excessive salts. The main contaminants are, however, micro organisms. UV purifiers and
advanced chemical based systems deal effectively with viruses, giardia and bacteria. This is
one of the reasons why UV and resin based purifiers are the most widely used water purifiers
in India today.
It is estimated that around 80% of urban dwellers do not purify tap water. Many of them are
from the lower income strata and cannot afford UV or reverse osmosis water purification
systems. They are the potential buyers of economical but effective chemical purifiers. This is
the market that Eureka Forbes and Hindustan Unilever are tapping aggressively. Chemical
based purifiers, Aquasure and Pureit, together account for 20% of water purifiers sold. Both
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are becoming increasingly popular because they are effective and affordable. The two brands
are reported to be growing at 100 percent per annum. Also, they do not run on electricity and
are ideal for locations where power supply is unpredictable. Neither do they demand
continuous water supply. Power and water are still scarce even in urban India.
That the Indian market has tremendous potential is evident from the fact that global majors
such as Philips and Hindustan Lever have stepped in and are looking to increase their share
of the market. The three principal players today are Eureka Forbes, Hindustan Lever and
Philips. In the years to come, we are likely to see others entering the fray.
HOW DOES ONE CHOOSE FROM THE PLETHORA OF TECHNOLOGIES
AND BRANDS NOW AVAILABLE IN INDIA? WHICH WATER
PURIFICATION SYSTEM WOULD BE BEST FOR US?
The two parameters of selection here would be
Degree of purification and
Price.
Different technologies deliver differing degrees of purity. Water may be
purified using the following technologies:
UV purification
Reverse Osmosis
Activated carbon filtering
Distillation
Ion exchange
Electro deionization
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Domestic water purifiers usually use chemical purification, ultraviolet
treatment and filtration, or reverse osmosis.
Water Purifiers and Health Benefits
The health benefits of using drinking water filters or purifiers are significant. Comprehensive
home water purifiers:-
Protect against water borne intestinal disorders and infections – purifiers

eliminate bacteria, viruses and pathogens such as giardia and cryptosporidium,
which can cause persistent gastrointestinal upsets. Safe drinking water protects
against diarrhea, amoebic dysentery, cholera, typhoid, jaundice and other
ailments.
Might reduce the risk of developing certain cancers by removing chlorine, which
is known to be very harmful. Chlorine releases certain by products which are
believed to be cancer causing.
Prevent oxidation by removing chemical toxins and heavy metals such as copper,
cadmium, lead, magnesium, silica and chromium. Lead in particular is very
harmful and should not be ingested.
Retain essential natural minerals, which are necessary for good health. They
restore the PH balance of water. Water that is acidic in nature harms the body.
The water that we drink should be alkaline.
Remove pesticides that can prove to be toxic if allowed to remain in water.
Eliminate excessive iron and fluoride. Water with high iron content is known to
cause constipation and other problems. While fluoride in small quantities aids
dental health, a high concentration can damage teeth and bones.
Remove excessive salt deposits.
Effectively assist in cleansing the system by providing pure and clear water.
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A suitable domestic water purifier thus has an important role to play in preserving human
health. Not all water purifiers are completely beneficial, though. Many chemical based
purification systems leave harmful chemicals in the water. These should be avoided.
Reverse osmosis systems that produce totally mineral deficient water have adverse effects on
human health, making them an non-viable investment. If you must have a reverse osmosis
purifier, select one that is capable of retaining essential minerals. Also, select a purifier that
uses technology that removes all biological and other contaminants. There are purification
systems today that claim to destroy or deactivate 100 percent of micro organisms and remove
more than 90 percent of dissolved solids.
The health benefits that result from using an effective and comprehensive domestic water
purifier are worth considering. The right water purifier can safeguard you and your loved
ones from harmful diseases and hospital bills.
Finally, settle for a brand that has a good track record in terms of equipment quality and after
sales service and comes with a warranty.
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OBJECTIVES
1. Proper understanding and analysis of Direct Marketing Concept.
2. Training aims at gaining proper product knowledge and to bring the

business for the company whichever is going at the particular point
of time.
3. To understand the Direct Marketing and products of HUL Water

segment.
4. To find out the people’s perception about Pureit.
5. To find out whether people were really aware of pureit.
6. To find out how people think about Pureit.
7. To find out what respondents expect from Pureit.
8. To understand Consumer buying behavior.
9. To come out with conclusion and suggestion based on the analysis

and the interpretation of data.
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METHODOLOGY
The methodology adopted by us in selling products was first segment to approach to

natural market that is to relatives, Friends or Sir etc. Then next is approach their references
and finally to other unknown and common people.
After taking permission from the customer we approached them, interviewed them
and selected them keeping in mind the criteria as per their requirement and also some soft
attributes, which were required to motivate them towards the product. We also have
discussed the concept of Pureit.
To sum up, there has been sustained efforts and dedication involve to make this
study a comprehensive market study but at the same time the researcher is open to any kind
of suggestion that further needs to be considered in respect of the cause of his work some
primary &secondary sources are also adopted for this study of project
Primary data sources are:
1. Guides Training on the Product.

2. Through Personally collected information about the product sold by the retail
outlet.
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Secondary data sources are:
1. www.hul.com
2. Newspaper
3. Search engines &
4. Different websites.
Significance of Project
1. The project is significant to learn more about the direct marketing.
2. What is the main motive of the Direct Marketing
Limitations of Project
1. The project span is for 60 days only, it’s too short period to go
much depth.
2. More emphasis on Hindustan Unilever Limited Water Zone

Product Pureit only not on other competitor products.
3. The findings & suggestions are based on my selling the products

to the customers.
4. Time is the major constraint in the study
5. My Study is confined to 72 respondents.
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6. Research is done only in some parts of Hyderabad &
Secunderabad
7. Respondents Fatigue.
8. Researcher inexperience.
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LITERATURE
REVIEW
First generation leads are by far, the most valuable, useful and cost-
effective leads a company can generate for their business. First
generation leads is one that a company asks for from their existing
customers, or show up unannounced at their business as a result of a
client recommending their business.
How to create a first generation lead depends
on the market you are in. A first generation lead is not those that come
via sales reps from companies who call on the same business as company
do. These can be classed as a 2nd generation lead or even a 3rd
generation lead.
See every sale made as an opportunity to

cultivate the first generation lead system. Work out an ongoing system to
exploit and encourage the clients to become part of the first generation
lead system. Figure out a rewards system that creates excitement among
the lead generation family.
The first and foremost secret is to be absolutely

sure they are 100% happy with the products or services you have
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provided them in the past. If you're in a larger company that means
keeping other departments wary of how important your first generation
lead network is to you and ultimately to them as well.
So, what's the best way to stay current in the minds of the 1st
generation lead referrals minds?
(1). GIVE PEOPLES A REASON TO TALK ABOUT YOU
Do something exceptional. Think of the things that are of high value to

the customers but low cost to the company so it can give great added
value. Give people a reason to talk about the company & its products.
Then ask for the testimonial. Ask for a comment in the guest book, on
email, or on a review site. People need to be prompted to do this.
(2). GET REFERRALS
Referrals go one step further and are a great way to build the customer
base – if a person comes to you as a result of a referral, you don’t need to
go out and find them. The person who made the referral has already
experienced what you offer and will do the selling for you. And referrals
build loyalty with the people who recommend you – they will want to be
seen to stand by their referral by continuing to come to you themselves.
But referrals, just like testimonials, won’t always happen unless you ask
for them.
The obvious people to ask for referrals are the existing customers. Focus
on those customers who are your ‘perfect customers’ as the people they
refer will be a better match to your preferred type of customers.
Think about other people who know you well enough to recommend you.
This might include colleagues, friends, your family members and others in
your network.
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(3). MAKE THE REFERRAL PROCESS EASY
If you don’t ask you don’t get. So ask customers directly who else they
know who may be interested in your current products or forthcoming
products. The sooner you do this after they have stayed or visited the
better. This is the time they are likely to be most positive about what you
delivered.
The way you ask for referrals is a key. If you ask:
“Do you know anyone who might be interested in receiving details of our
products?”
You are likely to get “No” or at best “I’ll think about it.”
But if you ask a specific question, for example:
“Who else do you know who is facing the problems of safe and pure
drinking water and may be interested in our products?
Creating a simple referral form that we include with the bill can
encourage existing customers to make referrals. Make this prominent,
and offer incentives for them to give us names.
Maintain relationships with the customers, even if the likelihood of more
business with them is limited. They are more likely to refer you to friends,
colleagues or others if they have had recent communication from you.
Even if a customer only stays with you once they have a network of
friends and colleagues who may also be your ideal customers. The
lifetime value of one customer can be their connections to other
customers, too.
(4). REWARD REFERRALS

Encourage customers to give you contact details of others and referrals
by rewarding them in some way.
As an absolute minimum, ensure that you thank everyone who makes

referrals to encourage them to continue to do so in future. Don’t wait to
see if this actually leads to business, as what you are looking to reward is
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the referral process. The more referrals you have, the greater the
likelihood of gaining new customers.
Consider what other tangible incentives you might give that are of high
value to the person making the referral, but at a low cost to you. Just
ensure that the cost of the incentive does not outweigh the value of the
referral. The nature of this incentive will obviously depend on where the
referral came from, but they might include such things as a gift, cash
bonus, discount off their next purchase, an invitation to an event, or
something useful for them.
Once we have a referral system in place, keep track of where and how we
are getting successful referrals. This will enable us to find out what works
and what doesn’t, so we can refine the process. Once customer
confidence is established and the relationship is mutually rewarding, then
it is just a matter of creating the appropriate opportunity for referrals to
occur. This can be as simple as asking for referrals, or as formal as
creating gatherings for existing customers and potential prospects to
meet and exchange experiences. Introducing existing customers to
potential prospects demonstrates immense confidence in your own
relationship with your customers, because you are not fearful of losing the
mutually rewarding relationship. Group gatherings and communications
creates a unique opportunity to endorse your customers, grow their circle
of influence, and for them to provide a third party endorsement of your
efforts.
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INDUSTRY
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In the last decade and more, the country has undergone many changes
and one of the important ones is that people have become health
conscious. People realized that around 80 per cent of diseases in India are
caused by water-borne micro-organisms. With bottled mineral water
brands gaining prominence, consumers realized that they would prefer
safe water at home, too.
Safe drinking water, thus, becomes a priority and this is a cue for the Rs 600-crore domestic
water purification industry to step up its operations. Not surprisingly, various companies
involved in water purification and water treatment are aggressively marketing their products.
But, in spite of the tremendous potential for expansion and growth, the water purification
industry has not had an easy time, partly because a water purifier is still not considered a
consumer durable and partly because of issues of pricing, low margins and technology. Many
were still boiling water or using domestic candle filters. But while the former was a tedious
process the latter wasn't 100 per cent effective. Water purifier makers spotted this potential
and launched their brands at various price points.
About a decade ago, the Indian market had just a couple of players in the water purifier
market like Eureka Forbes and Zero-B. Many other brands have entered and expanded the
market since then. And the consumer was only too willing to try this offering.
It is estimated that only 9-10 per cent of urban Indians use water purifiers. Therefore, there
still remains a large untapped market. While there is no independent data on the size of this
growing category, estimates indicate that the size of the water purification industry is about
Rs 1,000-1,500 crore. The differentiating factor among various brands is the kind of
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technology being used. Up to now, the ultra violet or the UV technology, used by companies
like Eureka Forbes, Sintex Industries and a several other smaller players, has been the
dominant technology. However, ultra filtration membrane technology and reverse osmosis
are now being used increasingly.
Water purifiers are one of the most used kitchen utilities available in
India. Water purification and Backpacking is an industry in itself in India.
Portable versions of water purifiers are available for camping and hiking.
WATER PURIFIER COMPANIES IN INDIA
Eureka Forbes Philips
Hindustan Unilever Limited Kent
Usha Brita Germany
Kenstar Maharaja Whiteline
Orpat Zero B
In the market for water purifiers, while Aquaguard from Eureka Forbes remains the
market leader, several others have made it to the market place. Usha Shriram with its
established Brita water purifier launched India's first digital water purifier, the Water
guard Digital in collaboration with Brita GmbH of Germany.
Another company, Proctor & Gamble (P&G) has also been planning to launch its
international brand Pur, a water purification product. The product has been developed
in close consultation with CDC (Centre for Disease Control and Prevention) and
USAID. The product was expected to be highly useful for developing countries such as
India.
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Hindustan Unilever India (HUL, erstwhile HLL) also forayed into the water purifier
business, with its water purifier device called Pure. It can be attached to the kitchen tap
to purify potable water at minimum cost. Unilever India took the purifiers to small
metros, towns and cities so that it does not remain an urban phenomenon. Water
purifiers (residential segment) are growing at 22-25% annually. It is nearly Rs 15 bn
industry, with Aquaguard cornering more than 50% of the market. The rest is divided
among Kent RO, Pehltair, Ion Exchange and others.
The French water giant Vivendi Water's arm, US Filter Corporation, has acquired a
controlling stake in Johnson Filtration System India. The latter is engaged in the
business of filtering and purifying machinery for industrial units. US Filter itself was
acquired by the global water giant, Vivendi.
WATER PURIFIERS DEMAND 3.1
Year Amount (Rs. Year Amount (Rs.

In billions) In billions)
1996-97 2.80 2003-04 9.14
1997-98 3.50 2004-05 10.54
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1998-99 4.20 2005-06 12.18
1999-00 5.00 2006-07 14.12
2000-01 5.85 2007-08 16.41
2001-02 6.90 2008-09 19.12
2002-03 7.95 2009-10 22.33
Fig : Water purifiers demand in past 3.1
Table : Water purifiers expected demand in future 3.2
Year Amount (Rs. In billions)
2010-11 26.17
2011-12 30.75
2012-13 34.86
2013-14 39.53
2014-15 44.82
2015-16 84.92
Fig : Water purifiers expected demand in future 3.2
Water purifiers market segmentation 3.3

Fig. : Water purifiers market 3.3
Table : Water purifier market in India’s different zones 3.4
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Segment Share (%)
North 25
East 25
West 40
South 10
Fig. : Water purifier market in India’s different zones 3.4
Market Growth Rates
Table : Water purifier market growth rate of past and future 3.5
Years Growth Rates (%)
(1990-90)- (1996-97) 16
(1996-97)- (2001-02) 19.8
(2000-01)- (2006-07) 15.4
(2006-07)- (2011-12) 16.8
(2011-12)- (2019-20) 13.5
Fig. : Water purifier market growth rate of past and future 3.5
Market Structure 3.6

Fig. : Water purifier market based on product Variations 3.6
Fig. : Water purifier market based on technology 3.7
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COMPANY PROFILE
Hindustan Lever Ltd (HLL) is India's largest Fast Moving Consumer Goods (FMCG)
Company.
HLL's brands like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely,
Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan,
Knorr-Annapurna, Kwality Wall's are household names across the country
and span a host of categories, such as soaps, detergents, personal
products, tea, coffee, branded staples, ice cream and culinary products.
These products are manufactured over 40 factories across India and the
associated operations involve over 2,000 suppliers and associates.
Hindustan Lever Limited's distribution network comprises about 4,000
redistribution stockists, covering 6.3 million retail outlets reaching the
entire urban population, and about 250 million rural consumers. HLL is
also one of India's largest exporters. It has been recognized as a Golden
Super Star Trading House by the Government of India. Presently, HLL has
over 16,000 employees including over 1,200 managers. Its mission is to
"add vitality to life." The Anglo-Dutch company Unilever owns a majority
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stake in Hindustan Lever Limited.
HISTORY
In the summer of 1888, visitors to the Kolkata harbour noticed crates full
of Sunlight soap bars, embossed with the words "Made in England by
Lever Brothers". With it began an era of marketing branded Fast Moving
Consumer Goods (FMCG); soon after Lifebuoy in 1895 and other famous
brands like Pears, Lux and Vim. Vanaspati was launched in 1918 and the
famous Dalda brand came to the market in 1937.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati
Manufacturing Company, followed by Lever Brothers India Limited (1933)
and United Traders Limited (1935). These three companies merged to
form HUL in November 1956; HUL offered 10% of its equity to the Indian
public, being the first among the foreign subsidiaries to do so. Unilever
now holds 52.10% equity in the company. The rest of the shareholding is
distributed among about 360,675 individual shareholders and financial
institutions. The erstwhile Brooke Bond's presence in India dates back to
1900. By 1903, the company had launched Red Label tea in the country.
In 1912, Brooke Bond & Co. India Limited was formed. Brooke Bond joined
the Unilever fold in 1984 through an international acquisition. The
erstwhile Lipton's links with India were forged in 1898. Unilever acquired
Lipton in 1972, and in 1977 Lipton Tea (India) Limited was incorporated.
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Pond's (India) Limited had been present in India since 1947. It joined the
Unilever fold through an international acquisition of Chesebrough Pond's
USA in 1986. Since the very early years, HUL has vigorously responded to
the stimulus of economic growth. The growth process has been
accompanied by judicious diversification, always in line with Indian
opinions and aspirations.
The liberalisation of the Indian economy, started in 1991, clearly marked
an inflexion in HUL's and the Group's growth curve. Removal of the
regulatory framework allowed the company to explore every single
product and opportunity segment, without any constraints on production
capacity. Simultaneously, deregulation permitted alliances, acquisitions
and mergers. In one of the most visible and talked about events of India's
corporate history, the erstwhile Tata Oil Mills Company (TOMCO) merged
with HUL, effective from April 1, 1993. In 1996, HUL and yet another Tata
company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever
Limited, to market Lakme's market-leading cosmetics and other
appropriate products of both the companies. Subsequently in 1998,
Lakme Limited sold its brands to HUL and divested its 50% stake in the
joint venture to the company.
HUL formed a 50:50 joint venture with the US-based Kimberly Clark
Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies
Diapers and Kotex Sanitary Pads. HUL has also set up a subsidiary in
Nepal, Unilever Nepal Limited (UNL), and its factory represents the largest
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manufacturing investment in the Himalayan kingdom. The UNL factory
manufactures HUL's products like Soaps, Detergents and Personal
Products both for the domestic market and exports to India.
The 1990s also witnessed a string of crucial mergers, acquisitions and
alliances on the Foods and Beverages front. In 1992, the erstwhile Brooke
Bond acquired Kothari General Foods, with significant interests in Instant
Coffee. In 1993, it acquired the Kissan business from the UB Group and
the Dollops Ice-cream business from Cadbury India. As a measure of
backward integration, Tea Estates and Doom Dooma, two plantation
companies of Unilever, were merged with Brooke Bond. Then in 1994,
Brooke Bond India and Lipton India merged to form Brooke Bond Lipton
India Limited (BBLIL), enabling greater focus and ensuring synergy in the
traditional Beverages business. 1994 witnessed BBLIL launching the
Wall's range of Frozen Desserts. By the end of the year, the company
entered into a strategic alliance with the Kwality Ice-cream Group families
and in 1995 the Milk food 100% Ice-cream marketing and distribution
rights too were acquired.
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The
internal restructuring culminated in the merger of Pond's (India) Limited
(PIL) with HUL in 1998. The two companies had significant overlaps in
Personal Products, Specialty Chemicals and Exports businesses, besides a
common distribution system since 1993 for Personal Products. The two
also had a common management pool and a technology base. The
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amalgamation was done to ensure for the Group, benefits from scale
economies both in domestic and export markets and enable it to fund
investments required for aggressively building new categories.
In January 2000, in a historic step, the government decided to award 74
per cent equity in Modern Foods to HUL, thereby beginning the
divestment of government equity in public sector undertakings (PSU) to
private sector partners. HUL's entry into Bread is a strategic extension of
the company's wheat business. In 2002, HUL acquired the government's
remaining stake in Modern Foods. In 2003, HUL acquired the Cooked
Shrimp and Pasteurized Crabmeat business of the Amalgam Group of
Companies, a leader in value added Marine Products exports.
HUL launched a slew of new business initiatives in the early part of
2000’s. Project Shakti was started in 2001. It is a rural initiative that
targets small villages populated by less than 5000 individuals. It is a
unique win-win initiative that catalyses rural affluence even as it benefits
business. Currently, there are over 45,000 Shakti entrepreneurs covering
over 100,000 villages across 15 states and reaching to over 3 million
homes. In 2002, HUL made its foray into Ayurvedic health & beauty
centre category with the Ayush product range and Ayush Therapy
Centers. Hindustan Unilever Network, Direct to home business was
launched in 2003 and this was followed by the launch of ‘Pureit’ water
purifier in 2004. In 2007, the Company name was formally changed to
Hindustan Unilever Limited after receiving the approval of share holders
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during the 74th AGM on 18 May 2007. Brooke Bond and Surf Excel
breached the Rs 1,000 crore sales mark the same year followed by Wheel
which crossed the Rs.2, 000 crore sales milestone in 2008. On 17th
October 2008, HUL completed 75 years of corporate existence in India.
HUL MILESTONES
Year Achievement
1895 Lifebuoy soap lnched
1902 Pears soap introduced in India
1903 Brooke Bond Red Label tea launched
1905 Lux flakes introduced
1913 Vim scouring powder introduced
1918 Vanaspati introduced by Dutch margarine manufacturers

1925 Lever Brothers gets full control of North West Soap Company.
1930 Unilever is formed on January 1 through merger of Lever Brothers

and Margarine Unie.
1943 Personal Products manufacture begins in India at Garden Reach
Factory.
1947 Pond's Cold Cream launched.
1951 Mr. Prakash Tandon becomes first Indian Director.

1959 Surf launched.
1961 Mr. Prakash Tandon takes over as the first Indian Chairman
1969 Rin bar launched; Fine Chemicals Unit starts production; Bru coffee
launched
1988 Launch of Lipton Taaza tea.
1991 Surf Ultra detergent launched.
1992 HUL recognized by Government of India as Star Trading House in

Exports.
1996 HUL and Indian cosmetics major, Lakme Ltd., form 50:50 joint
venture
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Group company, Pond's India Ltd., merges with HUL. HUL acquires
1998 Lakme brand, factories and Lakme Ltd.'s 50% equity in Lakme Lever
Ltd.
2002 HUL enters Ayurvedic health & beauty centre category
Launch of Hindustan Lever Network; acquisition of the Amalgam
2003
Group
2004 Launch of "Pureit" water purifiers
Company name formally changed to Hindustan Unilever Limited
2007 Sales of Brooke Bond and Surf Excel each cross the Rs 1,000 crore
mark
2008 HUL completes 75 years on 17th October 2008
COMPANY VISION
Unilever products touch the lives of over 2 billion people every day – whether that's through
feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh
and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.
A clear direction
The four pillars of vision set out the long term direction for the company – where
they want to go and how they are going to get there:
They work to create a better future every day
They help people feel good, look good and get more out of life with brands and
services that are good for them and good for others.
Company will inspire people to take small everyday actions that can add up to a
big difference for the world.
Company will develop new ways of doing business that will allow us to double
the size of our company while reducing our environmental impact.
Company has always believed in the power of their brands to improve the quality of people’s
lives and in doing the right thing. As their business grows, so do their responsibilities. They
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recognize that global challenges such as climate change concern us all. Considering the
wider impact of their actions is embedded in their values and is a fundamental part of who
they are.
PURPOSE & PRINCIPLES
Company corporate purpose states that to succeed requires "the highest standards of
corporate behavior towards everyone they work with, the communities they touch, and the
environment on which they have an impact."
Always working with integrity
Conducting company operations with integrity and with respect for the many people,
organizations and environments their business touches has always been at the heart of their
corporate responsibility.
Positive impact
Company aim to make a positive impact in many ways: through its brands, its commercial
operations and relationships, through voluntary contributions, and through the various other
ways in which the company engage with society.
Continuous commitment
They are also committed to continuously improving the way they manage our environmental
impacts and are working towards their longer-term goal of developing a sustainable business.
Setting out their aspirations
Their corporate purpose sets out their aspirations in running their business. It's underpinned
by their code of business Principles which describes the operational standards that everyone
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at Unilever follows, wherever they are in the world. The code also supports their approach to
governance and corporate responsibility.
Working with others
They want to work with suppliers who have values similar to their own and work to the same
standards as they do. Their Business partner code, aligned to their own Code of business
principles, comprises ten principles covering business integrity and responsibilities relating
to employees, consumers and the environment.
COMPANY STRUCTURE
Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods (FMCG)
company. It is present in Home & Personal Care and Foods & Beverages categories.
HUL has about 15,000 employees, including over 1400 managers
The fundamental principle determining the organization structure is to infuse speed and
flexibility in decision-making and implementation, with empowered managers across the
company’s nationwide operations.
Board of Directors
The Board of Directors as repositories of the corporate powers act as a guardian to the
Company and also the protectors of shareholder’s interest.
Management Committee
The day-to-day management of affairs of the Company is vested with the Management
Committee which is subjected to the overall superintendence and control of the Board.
Executive directors
Page | 30
MR.NITIN PARANJPE MR. R. SRIDHAR MR. GOPAL VITTAL MR. PRADEEP
BANERJEE
(CEO & Managing (Chief Financial Officer (Executive Director,
Director) Home & Personal Care) (Executive Director,
Supply Chain)
The Executive directors are members of the HUL Management Committee as well as the Board of
HUL.
Non-executive directors
Mr. Harish Manwani Mr. D. S. Mr. S. Mr. A. Narayan Dr. R. A.

Parekh Ramadorai (Independent Mashelkar
(Chairman) (Independent (Independent Director) (Independent
Director) Director) Director)
Management Committee
MR.NITIN PARANJPE MR. R. SRIDHAR MR. SHREEJIT MR. GOPAL VITTAL

MISHRA (Executive
(CEO & Managing ( Chief Financial Director, Foods) (Executive Director,
Director) Officer) Home & Personal Care)
Page | 31
MR. HEMANT BAKSHI MR. PRADEEP MS. LEENA NAIR
(Executive Director) BANERJEE (Executive Director, HR)
(Executive Director,
Supply Chain)
COMPANY BRANDS
Food brands
Brooke Bond Annapurna Red Label Brooke Bond Taj Mahal
3Roses Taaza
Bru Kissan Knorr Kwality Lipton

Wall’s
Home care brands

Active Wheel Cif Comfort Domex
Page | 32
Rin Sunlight Surf Excel Vim
Personal care brands
Aviance Axe Ayush Breeze Clear
Therapy
Clinic Plus Closeup Dove Fair & Hamam
Lovely
Lakme Lifebuoy Liril Lux Pears
Page | 33
Pepsodent Pond’s Rexona Sunsilk Vaseline
Water
Pureit is the world’s most advanced in-home water purifier. Pureit, a
breakthrough offering of Hindustan Unilever (HUL), provides complete
protection from all water-borne diseases, unmatched convenience and
affordability.
Pureit’s unique Germkill Battery technology kills all harmful viruses and
bacteria and removes parasites and pesticide impurities, giving you water
that is "As Safe As Boiled Water". It assures your family 100%
protection from all water-borne diseases like jaundice, diarrhea, typhoid
Page | 34
and cholera. What’s more, it doesn’t need gas, electricity or continuous
tap water supply.
Pureit not only renders water micro-biologically safe, but also makes the
water clear, odourless and good-tasting. Pureit does not leave any
residual chlorine in the output water.
The output water from Pureit meets stringent criteria for
microbiologically safe drinking water, from one of the toughest
regulatory agencies in the USA, EPA (Environmental Protection
Agency).
The performance of Pureit has also been tested by leading scientific and
medical institutions in India and abroad.
This patented technological breakthrough has been developed by HUL.
This state-of –the-art engineering developed by a team of over 100 Indian
and international experts from HUL and Unilever Research Centres has
made Pureit possible at the consumer price of just Rs. 2000
NUTRITION
We've created policies and guidelines to ensure we always act responsibly when it comes to
health and nutrition.
Acting responsibly
Millions of people around the world enjoy the foods and drinks we create. So the ingredients
we use, the formulations, and the way we advertise and market our brands can potentially
make a big impact on global health.
Page | 35
We aim to act responsibly and have a strong nutrition policy. We've also developed a
carefully considered approach to health and nutrition.
Clear communication
We've also developed a set of marketing principles to ensure we're always 'honest, decent
and truthful' in our communication – which include special principles on advertising to
children.
As well as excluding anything that appears to condone over-consumption in our marketing,
we also prohibit anything that undermines the promotion of healthy, balanced diets and
lifestyles, or misrepresents snacks as meals. We will also make sure that any claims made in
our marketing about any of our products are supported by scientific evidence.
Under our principles for marketing to children, we ensure our advertisements don't convey
misleading messages, don't undermine parental influence, don't encourage pester power,
don't suggest time or price pressure, don't encourage unhealthy dietary habits, and don't blur
the boundary between promotion and content.
In addition, as well as supporting the development of international self-regulatory codes for
all marketing and advertising, we recently agreed to voluntarily restrict all paid marketing
communications (with the exception of packaging) directed primarily at children under the
age of six years.
We believe that by putting these principles in place, we're not only doing the right thing, but
we're being proactive through voluntary self-regulation – instead of simply reacting to
external pressures.
HEALTH, HYGIENE & BEAUTY
Page | 36
Unilever's vitality mission is a mandate to help people feel good, look good and get more out
of life. At the heart of this mission is hygiene and health through hygiene.
"Hands are a superhighway for transmitting germs, but most people don't wash their hands
with soap and water at key times," she explains. "In the UK, for example, only 30% of
people wash their hands after going to the toilet and only 43% after changing a nappy." The
statistics in developing countries are similar.
So what's Hindustan Unilever doing?
One of our oldest brands, Lifebuoy, exemplifies our commitment to champion health through
hygiene for everyone.
HINDUSTAN UNILEVER IN ACTION
Enhancing livelihoods
In both developed and developing countries, our companies are active in projects that
contribute to economic development, from sharing good practice, training and technology to
creating new distribution channels.
Shakti: Economic Shakti was initiated to reach the massive
development through micro un-served and under-served markets that

enterprise cannot be economically and effectively
serviced through the conventional
distribution network.
HUL committed to enhance Hindustan Unilever Limited has

livelihoods under Project embarked upon Project Samruddhi to
Samruddhi create sustainable villages in Dadra &

Nagar Haveli.
Page | 37
Apart from this, medical / health camps and pulse polio immunisation programme are also
conducted in the village. With the objective of improving animal health, animal husbandry
and to educate farmers on advance agricultural practices 'krishi melas' were organized which
received excellent response.
Employees
HUL Sankalp In its 75th year of HUL’s existence in India, in 2008, our employees
committed to volunteer one hour for each day that HUL has been in this
country which collectively meant 27,375 hours of volunteering

Environment
Environmental responsibility underpins our activities wherever we operate, such as
developing technologies that utilize less energy to using carbon neutral fuels.
A carbon reduction supply-chain project has enabled

Ploughshare
Hindustan Unilever Limited (HUL) to become the first
Technology
Unilever business worldwide to be awarded carbon credits
under the Clean Development Mechanism (CDM) scheme
operated by the United Nations Framework Convention on
Climate Change (UNFCCC).
Page | 38
Agricultural waste such as groundnut shells, bagasse (from
Agri waste
sugarcane), saw-dust, Coconut shells, cashew nut kernels
etc. does not have any primary use as a product & is treated
as a waste. However, it contains a fair amount of calorific
value (ability to burn & impart heat) which can be used as
fuel for burning in boilersHUL uses such agriwaste as fuel
in boilers in some of its factories.
Health, nutrition & hygiene
Our companies are involved in a wide range of projects designed to improve health. These
include AIDS counseling and education programmes, sponsoring sporting events and
teaching people about the importance of oral hygiene, good nutrition and heart health.
Lifebuoy's Swasthya Chetna is the single largest rural

Lifebuoy
health and hygiene educational program ever
Swasthya Chetna
undertaken in India. A large percentage of rural
populations in India do not wash their hands on
important occasions.
HUL started Sanjivani – a free mobile medical

Sanjivani – Free
service camp in the year 2003 near its Doom Dooma
Mobile Medical
factory in Assam. The aim was to provide free
Facility
mobile medical facility to the interior villagers in
Assam. This was done keeping in mind the lack of
quality medical facilities available in the villages in
Page | 39
and around Doom Dooma.
PRODUCT PROFILE
Pureit - Water Purifier
Welcome to the world of Pureit – the most advanced in-home water purifier
in the world! Pureit, a breakthrough offering of Hindustan Unilever, comes with many
unique benefits – complete protection from all water-borne diseases, great convenience, and
unmatched affordability. Pureit’s unique Germkill ProcessorTM technology removes all
harmful viruses and bacteria and removes parasites and pesticide impurities, giving you
water that's 'as safe as boiled water'TM. It assures your family of 100% protection from all
water-borne diseases like jaundice, diarrhea, typhoid and cholera. What’s more, it doesn’t
need gas, electricity or continuous tap water supply. You will be further reassured to know
that Pureit meets stringent international criteria of Environment Protection Agency (EPA),
USA for harmful virus and bacteria removal. Protect your loved ones with a Pureit Water
Purifier today!
Benefits of Pureit
Pureit is the result of a combination of breakthrough technologies. Thanks to

state–of–the–art engineering, Pureit gives you manifold benefits.
Page | 40
Complete protection from all water-borne diseases
Great convenience
Unmatched affordability
Complete Protection
Pureit removes harmful viruses and bacteria and removes parasites and pesticide
impurities, giving you ‘as safe as boiled water’TM. This way, Pureit assures you and
your family of 100% protection from all water-borne diseases like jaundice, diarrhea,
typhoid and cholera.
Pureit meets stringent international criteria of Environment Protection Agency (EPA),

USA for harmful virus and bacteria removal.
Pesticide
Viruses Bacteria Parasites
Impurities
Great Convenience
Page | 41
Pureit doesn’t need gas, electricity or continuous tap water supply, making it an
absolutely hassle-free water purifier.
Great Taste
Pureit water tastes great. It gives clear and odour-free water.
Great quality and capacity

Pureit is made with the best quality plastic and has a great
capacity.
Page | 42
Unmatched Affordability
Price of Pureit Purifier : Rs. 2000c only
Compared to the prices of other purification systems, Pureit is a dream come true!
Call the Pureit helpline for details.
Price of Germkill Kit : Rs. 365 only
The Germkill KitTM typically lasts till about 1500 litrese of water is purified. Which
means, you get about four litres of water that’s ‘as safe as boiled water’ for just one
rupee! Which works out to an extremely affordable 24 paise per litre.
All the above benefits translate into clear advantages for you: good health, great
convenience, unmatched affordability and absolute peace of mind.
Proof of Performance
Pureit is an engineering marvel, a breakthrough product that has evolved over a span of five
years, with the combined efforts of over a hundred qualified scientists at Hindustan
Unilever and Unilever Research Centre.
Within a very short time, Pureit has proved its credentials amongst the scientific and public
health community, has delighted consumers, and has convinced doctors of its efficacy.
Page | 43
Performance Reports
Pureit’s performance has been rigorously tested by leading
international and national medical, scientific and public
health institutions.
Zero Chlorine Presence
The certificate from ASHCO confirms that there is zero

presence of residual chlorine in Pureit Output Water.
Consumer Reactions
Pureit has satisfied lakhs of consumers with its great product
performance. To share their Pureit experience.
Awards and Recognition

Pureit has won the UK Trade and Investment India
Business Award for 2008 in the innovation category.
Page | 44
Pureit has also recieved the UNESCO Water Digest
Water Award 2008 - 2009 in the category of Best
Domestic Non - Electrical Water Purifier.
Pureit has also won the Golden Peacock Innovative

Product / Service Award -2008 in the FMCG sector.
Pureit Protecting Lives
Pureit in Doctor's Clinics

Thousands of doctors across the country rely on Pureit
for their patients in the clinic.
Pureit in Schools
A schools education programme – ‘Safe Water, Health
for Success’ – initiated by Pureit and The National
Academy of Sciences, India (NASI), an eminent body
of leading scientists in India, has created awareness
about safe water amongst thousands of children. To
view.
Page | 45
Dr. Kalam’s association with ‘Safe
Water’
The former Hon. President of India, Dr. A.P.J. Kalam
formally launched the ‘Safe Water, Health for
Success’ schools education programme.
Feature Comparison
Compared with other available water purification methods, Pureit is by far the
best option, in terms of safety, convenience and affordability.
Key features Pureit Boiling Leading Candle

process UV filter
inline
purifier
Removes harmful Virusesa Need to

boil for
Removes harmful Bacteriaa 30-40
min
Removes harmful Parasites
Page | 46
(causes amoebiasis,
diarrhoea, etc)a
End-of-life indicator
Advanced Auto Switch-off
Great taste
Improves clarity
Removes odour
Doesn't need expensive gas

Doesn't need electricity
Doesn't need continuous tap
water
Doesn’t need plumbing
Doesn't need an expensive
maintenance contract
Low initial cost

Low on-going cost
The above table shows that Pureit’s initial price of Rs. 2000b and the ongoing
price of only Re. 1 for 4 litres of water is the most competitive offer in the
market. This is because Pureit doesn’t need expensive gas, doesn’t need
electricity, doesn’t need maintenance and saves on medical bills.
Page | 47
Germkill Kit
The Germkill KitTM embodies the purification process of the

Pureit system. It removes harmful viruses and bacteria and
removes parasites and pesticide impurities.
The Germkill Kit consists of:
Compact Carbon Trap Germkill Processor Polisher
Removes dirt, harmful Uses ‘Programmed Removes residual chlorine,

parasites and pesticide chlorine release giving clear odourless and
impurities. technology’ and its stored great tasting water.
Germkill power targets and
removes harmful viruses
and bacteria.
The Germ kill Processor has a unique Germ kill Life Indicator which indicates to you the
status of the Germ kill power of the battery. It tells you when the Germ kill action is
working i.e. you get safe water; and when the Germ kill power has been exhausted,
indicating that you need to replace the battery.
The Germkill Processor typically lasts till 1500 litresa of water is purified. You need to
replace the battery when the Germkill Germkill Life Indicator turns fully red.
Advanced Auto Switch-off: An additional assurance of safety
Always change battery when Germkill Life Indicator turns fully red. Or else, as an
additional assurance of safety, Pureit's advanced auto switch-offb mechanism senses that the
purifier has stopped purifying water and automatically switches off the supply of Pureit
water, causing purifier to overflow from the front. This ensures no member of your family
accidenlty consumes water that may no longer be safe for drinking.
Page | 48
Page | 49
DATA PRESENTATION &
ANALYSIS
The following data and information has been obtained through research activity.
FREQUENCY TABLE
Table 5.1: Frequency & percentage of gender of the respondents
Gender Frequency Percent
Male 25 34.7
Female 47 65.3
Total 72 100.0
Fig 5.1: Frequency & percentage of gender of the respondents
INTERPRETATION
The total no. of respondents included in the research is 72.The percentage of

male respondents was found to be 34.7 %( 25) whereas, 65.3% (47) respondents
were females.
Page | 50
Table 5.2: Frequency & percentage of respondents “source of
information” about “Pure it”
Source of information Frequency Percent0
Friends/Family members
19 26.4
(F/F)
TV Advertisement 15 20.8
Kiosk 15 20.8
Cold Calls (CC) 23 31.9
Total 72 100.0
Fig. 5.2: Frequency & percentage of respondents “source of

information” about “Pure it”
INTERPRETATION
The HUL “Pure it” is known to the respondents generally through four sources.
The percentage of respondents who came to know about “HUL “Pure it” through
their friends or family members (F/F) is 26.4% (19), whereas 20.8% (15) of
peoples knows this product through TV advertisement. The company kiosk is the
source of information for 20.8% (15) respondents and 31.9% (23) of people
came to know about “HUL “Pure it”” through cold calls (CC) made by company’s
pure water experts (PWE).
Table 5.3: Frequency & percentage of respondents knowledge about

“Pure it”
Knowledge of “Pure it” Frequency Percent
I know everything (IKE) 39 54.2
Page | 51
Don't know few things
27 37.5
(DKFT)
Sufficient for buying

6 8.3
(SFB)
Total 72 100.0
Fig. 5.3: Frequency & percentage of respondents knowledge about

“Pure it”
INTERPRETATION
The respondents knowledge about the “Pure it” was considered under three
categories. The percentage of respondents who knows each & everything about
this product was found to be 54.2% (39). The second category included those
respondents who do not knows few things about this product and the service
associated with this and the percentage of those peoples was found to be 37.5%
(27). The respondents who think they have sufficient knowledge to use the
product come under the third category and the percentage of those peoples was
found to be 8.3% (6).
Table 5.4: Frequency & percentage of respondents definition of “Pure

it”
Definition of “Pure it” Frequency Percent
Water Purifier 22 30.6
Economical 28 38.9
Protect Lives 16 22.2
Different 6 8.3
Page | 52
Total 72 100.0
Fig. 5.4: Frequency & percentage of respondents definition of “Pure it”
INTERPRETATION
The “Pure it” was defined in different ways by the respondents included in the
research process. The percentage of respondents who says “Pure it” is a water
purifier is 30.6% (22). According to 38.9% (28) of the total respondents
surveyed, “Pure it” is economical for them whereas the percentage of
respondents who thinks that “Pure it” protects lives is 22.2% (16). 8.3% (6) of
the respondents defined “Pure it” as something different.
Table 5.5: Freq. & percentage of respondent’s satisfaction level of

“Pure it” performance
Satisfaction from
“Pure it” Frequency Percent
Highly satisfied 12 16.7
satisfied 30 41.7
Average 24 33.3
Not Satisfied 6 8.3
Total 72 100.0
Fig. 5.5: Frequency & percentage of respondent’s satisfaction level of

“Pure it” performance
Page | 53
INTERPRETATION
When asked about the performance of “Pure it”, 17% (12) are highly satisfied
with the performance whereas 42% (30) are satisfied. The percentage of
respondents who are average satisfied with the “Pure it” performance is 33%
(24); while 8% (6) of the respondents are not at all satisfied with the
performance of the “Pure it”.
Table 5.6: Frequency & percentage of respondents referring decisions

of “Pure it”
Have you referred

“Pure it” Frequency Percent
Yes 34 47.2
No 38 52.8
Total 72 100.0
Fig. 5.6: Frequency & percentage of respondents referring decisions of

“Pure it”
INTERPRETATION
When asked about referring the “Pure it” 47.2% (34) of the respondents said
that they have referred the “Pure it” to their friends, neighbor, family members,
Page | 54
relatives and to those who are in contact with them whereas 52.8% (38) have
not referred the “Pure it” to anybody so far.
Table 5.7: Frequency & percentage of respondents “yes” reasons of

referring “Pure it”
Yes Reasons Frequency Percent
They asked (TA) 14 41.2
To protect their lives 17.6

6
(PL)
Quality and 41.2

14
Maintenance(QM)
Total 34 100.0
Fig. 5.7: Frequency & percentage of respondents “yes” reasons of

INTERPRETATION
Among the respondents who have referred the “Pure it” to their different
contacts 41.2% (14) said they referred because peoples asked about “Pure it” to
them whereas 17.6% (6) referred “Pure it” because they want to protect their
loved ones from different water borne diseases. Because of “Pure it” quality and
maintenance 41.2% of respondents have referred to their contacts.
Page | 55
Table 5.8: Frequency & percentage of respondents “no” reasons of not
No Reasons Frequency Percent
Already have (AH) 12 31.6
Not satisfied with service 26.3

10
(NSWS)
Spoiling relationship (SR) 4 10.5
Why should I? (WSI) 12 31.6
Total 38 100.0
Fig. 5.8: Frequency & percentage of respondents “no” reasons of not

INTERPRETATION
Among the respondents who have not referred the “Pure it” so far 31.6% (12)
said they have not referred “Pure it” because their peoples are already having
either “Pure it” or some other kind of water purifier at their place and the same
percentage [31.6% (12)] of respondents feel that they does not have proper
reasons to refer the “Pure it”. The percentage of respondents who have not
referred the “Pure it” because they are not satisfied with the service provided
with the “Pure it” was found to be 26.3% (10). 10.5% (4) of respondents feel that
it referring “Pure it” to their peoples can lead to spoiling of the relationship with
them that’s why they have not referred the “Pure it”.
Table 5.9: Frequency & percentage of respondents “Reward

expectation” for referring “Pure it”
Page | 56
Reward expectations Frequency Percent
Yes 34 47.2
Not necessarily 23 32.0
No 15 20.8
Total 72 100.0
Fig. 5.9: Frequency & percentage of respondents “reward expectation”

for referring “Pure it”
INTERPRETATION
The percentage of respondents who thinks they deserve some kind of reward
from the company for referring the “Pure it” to their peoples was found to be
47.2% (34). The respondent’s percentage who feels that it is not necessary to
get some reward for referring the “Pure it” but welcome if given was found to be
32% (23) whereas 20.8% (15) of respondents do not want to be rewarded
because they have referred the “Pure it” to their peoples.
Table 5.10: Frequency & percentage of information received about any

new products or service by the respondents
Information received Frequency Percent
Rarely 14 19.4
Very rarely 26 36.1
Never 32 44.4
Total 72 100.0
Page | 57
Fig. 5.10: Frequency & percentage of information received about any
new products or service by the respondents
INTERPRETATION
When respondents were asked about how often they receive any information
regarding some new products or service associated with their products; 19.4%
(14) said that rarely they get some kind of information whereas 36.1% (26) said
they receive some information very rarely from the company or their peoples.
The percentage of respondents who said that they have never received any
information from the date they purchased the product was 44.4% (32).
Table 5.11: Frequency & percentage of respondents rating about

appearance of pure water expert (PWE)
Person appearance Frequency Percent
Good 21 29.2
Average 32 44.4
Poor 19 26.4
Total 72 100.0
Fig. 5.11: Frequency & percentage of respondents rating about

appearance of pure water expert (PWE)
INTERPRETATION
Page | 58
The percentage of respondents who have rated the appearance of PWE as good
was found to be 29.2% (21), whereas 44.4% (32) of the respondents have rated
the appearance of PWE as average. 26.4% (19) respondents said about the
appearance of PWE who represented the “Pure it” to them as poor one.
SKEWNESS
Skewness is a measure of the asymmetry of the probability distribution of a
real-valued random variable. The skewness value can be positive or negative, or
even undefined. Qualitatively, a negative skew indicates that the tail on the left
side of probability density function is longer than the right side and the bulk of
the values (including the median) lie to the right of the mean. A positive skew
indicates that the tail on the right side is longer than the left side and the bulk of
the values lie to the left of the mean. A zero value indicates that the values are
relatively evenly distributed on both sides of the mean, typically but not
necessarily implying a symmetric distribution
INDEPENDENT VARIABLES
(1). Knowledge of “Pure it”
Statistics Valu
Table 5.12: Statistics associated with “Customer’s knowledge of Pure it
Knowledge of Freque Perce
e
pure it ncy nt
N 72
I know
39 54.2
Mean 1.54 everything
Page | 59
17 Don't know
27 37.5
Median 1.00 everything
Sufficient for
00 6 8.3
buying
Std. Deviation .
Fig 5.12:.Skewness histogram of “Customer’s knowledge of pure it
0
5
4
3
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The graph is right skewed with highest frequency response towards left and is
deviated from mean by 0.649
(2). Satisfaction from pure it
Page | 60
Table 5.13: Statistics associated with “Customer’s satisfaction from
Pure it”
Statistics Valu Satisfaction Freque Perce

e from pure it ncy nt
N 72 Highly
12 16.7
Mean 2.33 satisfied
33 satisfied 30 41.7
Median 2.00 Average 24 33.3

Fig 5.13: Skewness histogram00of “Customer’s satisfaction from Pure it”
Not Satisfied 6 8.3
5
0
4
3
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1
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M
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N
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The graph is a bit right skewed with highest frequency response towards left and
is deviated from mean by 0.856
Page | 61
(3). Reward expectations
Table 5.14: Statistics associated with “Customer’s reward

expectations”
Statistics Valu
e
Reward Freque Perce
N 72 expectations ncy nt
Mean 1.73 Yes 34 47.2
61
Not
Median 2.00 23 31.9
necessarily
00
No 15 20.8
Fig. 5.14: Skewness histogram of “Customer’s reward expectations"
Page | 62
4
3
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Frequency
M
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The graph is right skewed with highest frequency response towards left and is
(4). Information received
Table 5.15: Statistics associated with “Information received from the

company”
Statistics Valu Information Freque Perce

e received ncy nt
N 72 Rarely 14 19.4
Mean 3.25 Very rarely 26 36.1

00 Never 32 44.4
Page | 63
Median 3.00 Total 72 100.0
00
Std. Deviation .
Fig. 5.15: Skewness histogram of “Information received from the
company”
0
4
3
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1
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The graph is left skewed with highest frequency response towards right and is
DEPENDENT VARIABLE
Have you referred pure it
Statistics Valu
Table 5.16: Statistics associated with “Have you referred Pure it”
e
N 72
Page | 64
Mean 1.52
78
Median 2.00
00
Have you
referred pure Freque Perce
it ncy nt
Yes 34 47.2
No 38 52.8
Total
Fig. 5.16: Skewness histogram of “Have you referred Pure it” 72 100.0
0
6
5
4
3
2
1
Frequency
M
S
N
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.
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=
v
0
e
.n
7
2
=
D
y
1
e
o
v.
u
.5
r3
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.
e
r5
r0
3
e
d
p
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t
The graph is left skewed with highest frequency response towards right and is
Page | 65
Cross Tabulations
Table 5.17: Cross tabulation between ‘Gender and Source of
information”
Source of information Total
Gender TV
Friends/Fam Advertisem
ily members ent Kiosk Cold Calls
Male 7 3 10 5 25
Female 12 12 5 18 47
Total 19 15 15 23 72
Fig. 5.17: Gender and their Source of information of “Pure it”
Page | 66
INTERPRETATION
1. PERCENTAGE WITHIN “GENDER”

A. Male: Among the total 25 males
Friends & Family members are the source of information for 28%
(7)
TV Advertisements are the source of information for 12% (3)
Company Kiosks are the source of information for 40% (10)
Cold Calls made by PWE are the source of information for 20%
A. Female: Among the total 47 females
Friends & Family members are the source of information for 25.5%
(12)
TV Advertisements are the source of information for 25.5% (12)
Company Kiosks are the source of information for 10.6% (5)
1. PERCENTAGE WITHIN “SOURCE OF INFORMATION”

A. Friends & Family members: Among the total 19 respondents for whom the
source of information about “Pure it” is their friends & family members
The percentage of male respondent was found to be 36.8%

(7)
The percentage of female respondent was found to be 63.2%
A. TV Advertisement: Among the total 15 respondents for whom the source of

information about “Pure it” is the TV advertisements
The percentage of male respondent was found to be 20%

(3)
A. Kiosk: Among the total 15 respondents for whom the source of information about
“Pure it” is the company kiosks

(10)
A. Cold calls: Among the total 23 respondents for whom the source of information
about “Pure it” is cold calls made by company PWE
Page | 67
Table 5.18: Gender and Knowledge
(5) of “Pure it”
Knowledge of “Pure it”

I know Don't know Sufficient for Total
Gender
everything everything buying
Male 14 8 3 25
Female 25 19 3 47
Total 39 27 6 72
Fig. 5.18: Gender and Knowledge of “Pure it”
INTERPRETATION

The percentage of respondents who know everything about “Pure it” is 56% (14)
The percentage of respondents who don’t know few things about “Pure it” is 32%
(8)
The percentage of respondents who know sufficient for buying the “Pure it” is 12%
The percentage of respondents who knows everything about “Pure it” is 53.2% (25)
The percentage of respondents who don’t know few things about “Pure it” is 40.4%
(19)
The percentage of respondents who know sufficient for buying the “Pure it” is 6.4%
Page | 68
1. PERCENTAGE WITHIN “KNOWLEDGE OF PURE IT”
A. I know everything: Among the total 39 respondents who said that they know
everything about “Pure it”

(14)
A. Don't know everything: Among the total 27 respondents who said that they
don’t know few things about “Pure it”

(8)
A. Sufficient for buying: Among the total 6 respondents who said that they know
sufficient for buying “Pure it”

(3)
Table 5.19: Gender and Satisfaction from “Pure it”
The percentage of female respondent was found to be
Satisfaction from “Pure it”
Highly Not
Gender Total
satisfied satisfied Average Satisfied
Male 3 11 9 2 25
Female 9 19 15 4 47
Total 12 30 24 6 72
Fig. 5.19: Gender and Satisfaction from “Pure it”
Page | 69
INTERPRETATION

The percentage of respondents who are highly satisfied with “Pure it” is 12%
(3)
The percentage of respondents who are satisfied with “Pure it” is 44% (11)
The percentage of respondents who are average satisfied with “Pure it” is 6%
(9)
The percentage of respondents who are not satisfied with “Pure it” is 8% (2)
The percentage of respondents who are highly satisfied with “Pure it” is 19.1%
(9)
The percentage of respondents who are satisfied with “Pure it” is 40.4% (19)
The percentage of respondents who are average satisfied with “Pure it” is 31.9%
(15)
1. PERCENTAGE WITHIN “SATISFACTION FROM PURE IT”

A. Highly satisfied: Among the total 12 respondents who are highly satisfied with
pure it
(3)
The percentage of female respondent was found to be 75%

A. Satisfied: Among the total 30 respondents who are satisfied with pure it

(11)
The
A. Average: Among the percentage
total of female
24 respondents whorespondent wassatisfied
are average found towith
be 63.3%
pure it

(9)
A. Not satisfied: Among the total 6 respondents who are not satisfied with pure it

(2)
Page | 70
Table 5.20: Gender and Have you referred “Pure it”
Gender Have you referred “Pure it” Total
Yes No
Male 14 11 25
Female 20 27 47
Total 34 38 72
Fig. 5.20: Gender and Have you referred “Pure it”
INTERPRETATION

The percentage of respondents who have referred the “Pure it” to their
friends or family members is 56% (14)
The percentage of respondents who have not referred the “Pure it” to
their friends or family members is 44% (11)
The percentage of respondents who have referred the “Pure it” to their
friends or family members is 42.6% (20)
The percentage of respondents who have not referred the “Pure it” to
their friends or family members is 57.4% (27)
Page | 71
1. PERCENTAGE WITHIN “HAVE YOU REFERRED PURE IT”
A. Yes: Among the 34 respondents who have referred the “Pure it” to their friends or
family members
41.2% (14) was found to be
male
A. No: Among the 38 respondents who have referred the “Pure it” to their friends or
family members
male

Table 5.21: Gender and Reward expectations
Gender Reward expectations Total
Yes Not necessarily No
Male 10 10 5 25
Female 24 13 10 47
Total 34 23 15 72
Fig. 5.21: Gender and Reward expectations
INTERPRETATION
Page | 72
The percentage of respondents who expect some kind of reward for

referring pure to their friends & family members is 40% (10)
40% (10) of people feels that it is not necessary to expect rewards for
referring pure it
The percentage of peoples who does not expect rewards is found to be 20%
(5)
The percentage of respondents who expect some kind of reward for

referring pure to their friends & family members is 51.1% (24)
27.7% (13) of people feels that it is not necessary to expect rewards for
referring pure it
The percentage of peoples who does not expect rewards is found to be

21.3% (10)
1. PERCENTAGE WITHIN “REWARD EXPECTATIONS”

A. Yes: Among the total 34 respondents who expect some kind of reward for referring
pure it
Male respondents was found to be 29.4%
(10)
Female respondents was found to be 70.6%

A. Not necessarily: Among the total 23 respondents who feels that it is not necessary to
expect rewards for referring pure it
Male respondents was found to be 43.5%
(10)
A. No: Among the total 15 respondents who does not expect rewards
Male respondents was found to be 33.3% (5)

Table 5.22: Source of information and Knowledge
Female respondents was found to beof66.7%
“Pure it”
Page | 73
Knowledge of “Pure it”
I know Don't know Sufficient

Source of information
everything everything for buying Total
Friends/Family members
9 9 1 19
(F/F)
TV Advertisement 7 7 1 15
Kiosk 8 4 3 15
Cold Calls (CC) 15 7 1 23
Total 39 27 6 72
Fig. 5.22: Source of information and Knowledge of “Pure it”
INTERPRETATION
A. Friends or Family members: Among the total 19 respondents whose source of

information for “Pure it” is their friends and family members
The percentage of respondents who know everything about “Pure it” is 47.4%
(9)
47.4% (9) of people feels that they don’t know few things about pure it
The percentage of peoples who said that they know sufficient for buying the
“Pure it” is 5.3% (1)
A. TV Advertisement: Among the total 15 respondents whose source of

information for “Pure it” is TV Advertisement
(7)
“Pure it” is 6.7% (1)
Page | 74
A. Kiosks: Among the total 15 respondents whose source of information for “Pure
it” is the company kiosks
(8)
“Pure it” is 20% (3)
A. Cold Calls: Among the total 23 respondents whose source of information for
“Pure it” is the cold calls made by company PWE
(15)
“Pure it” is 4.3% (1)
1. PERCENTAGE WITHIN “KNOWLEDGE OF PURE IT”
A. I know everything: Among the total 39 respondents who know everything about
pure it
The percentage of respondents whose source of information for

“Pure it” is their friends and family members are 23.1% (9)
“Pure it” is TV Advertisement is 17.9% (7)
“Pure it” is the company kiosks is 20.5% (8)
“Pure it” is the cold calls made by company PWE is 38.5% (15)
A. Don’t know few things: Among the total 27 respondents who don’t know few
things about pure it
Page | 75
“Pure it” is their friends and family members are 33.3% (9)
“Pure it” is TV Advertisement is 25.9% (7)
“Pure it” is the company kiosks is 14.8% (4)
“Pure it” is the cold calls made by company PWE is 25.9% (7)
sufficient for buying the pure it
The percentage of respondents whose source of information for “Pure

it” is their friends and family members are 16.7% (1)
it” is TV Advertisement is 16.7% (1)
it” is the company kiosks is 50% (3)
it” is the cold calls made by company PWE is 16.7% (1)
Table 5.23: Source of information and Have you referred “Pure it”
Source of information Have you referred “Pure it”
Yes No Total
Friends/Family members 7 12 19
TV Advertisement 7 8 15
Kiosk 6 9 15
Cold Calls 14 9 23
Total 34 38 72
Fig. 5.23: Source of information and Have you referred “Pure it”
Page | 76
INTERPRETATION

A. Friends or Family members: Among the total 19 respondents whose source of
information for “Pure it” is their friends and family members
36.8% (7) of respondents have referred the “Pure it” to their friends and
relatives
63.2% (12) of respondents have not referred the “Pure it” to any body
A. TV Advertisement: Among the total 15 respondents whose source of

information for “Pure it” is TV Advertisement
relatives
53.3%Among
A. Kiosks: (8) of respondents
the total 15 have not referred
respondents whosethesource
“Pureof
it”information
to any bodyfor “Pure
it” is the company kiosks
40% (6) of respondents have referred the “Pure it” to their friends and
relatives
A. Cold Calls: Among the total 23 respondents whose source of information for
“Pure it” is the cold calls made by company PWE
relatives
A. Yes: Among the total 34 respondents who have referred the “Pure it “to their
friends and relatives

The percentage of respondents whose source of information forPage
“Pure| 77
it” is the company kiosks is 17.6% (6)
A. No: Among the total 38 respondents who have not referred the “Pure it” to any
body

it” is the company kiosks is 23.7% (9)
Table 5.24: Knowledge of “Pure it” and Have you referred “Pure it”
Knowledge of “Pure it” Have you referred “Pure it”
Yes No Total
I know everything 27 12 39
Don't know everything 5 22 27
Sufficient for buying 2 4 6
Total 34 38 72
Fig. 5.24: Knowledge of “Pure it” and Have you referred “Pure it”
INTERPRETATION
1. PERCENTAGE WITHIN KNOWLEDGE OF PURE IT
Page | 78
A. I know everything: Among the total 39 respondents who know everything about
pure it
relatives
A. Don’t know few things: Among the total 27 respondents who don’t know few
things about pure it
relatives
sufficient for buying the pure it
relatives
A. Yes: Among the total 34 respondents who have referred the “Pure it” to their
(27)
“Pure it” is 5.9% (2)
body
(12)
“Pure it” is 10.5% (4)
Table 5.25: Satisfaction from “Pure it” and Have you referred “Pure it”
Page | 79
Satisfaction from Have you referred “Pure it”
“Pure it” Yes No Total
Highly satisfied 11 1 12
satisfied 18 12 30
Average 5 19 24
Not Satisfied 0 6 6
Total 34 38 72
Fig. 5.25: Satisfaction from “Pure it” and Have you referred “Pure it”
INTERPRETATION
1. PERCENTAGE WITHIN “SATISFACTION FROM PURE IT”

A. Highly satisfied: Among the total 12 respondents who are highly satisfied with
pure it
The percentage of respondent who have referred the “Pure it” is 91.7%
(11)
A. Satisfied: Among the total 30 respondents who are satisfied with pure it
The percentage of respondent who have referred the “Pure it” is 60%
(18)
The percentage of respondent who have not referred the “Pure it” is 40%
A. Average: Among the total 24 respondents who are average satisfied with pure it
The percentage of respondent who have referred the “Pure it” is 20.8% (5)
The percentage of respondent who have not referred the “Pure it” is 79.2%
A. Not satisfied: Among the total 6 respondents who are not satisfied with pure it
The percentage of respondent who have referred the “PurePage

it” is| 80
0% (0)
The percentage of respondent who have not referred the “Pure it” is 100%
A. Yes: Among the total 34 respondents who have referred the “Pure it” to their
(11)
The percentage of respondents who are satisfied with “Pure it” is 52.9% (18)
The percentage of respondents who are average satisfied with “Pure it” is 14.7%
(5)
body
(1)
The
Table 5.26: Have you percentage
referred of respondents
“Pure it” andwho are satisfied
Reward with “Pure it” is 31.6% (12)
expectations
The percentage of respondents who are average satisfied with “Pure it” is 50%
(19)
Have you Reward expectations

referred “Pure
it” Yes Not necessarily No Total
Yes 25 7 2 34
No 9 16 13 38
Total 34 23 15 72
Fig. 5.26: Have you referred “Pure it” and Reward expectations
INTERPRETATION
Page | 81
A. Yes: Among the total 34 respondents who have referred the “Pure it” to their friends
and relatives
The percentage of respondents who expect reward for referring “Pure it” is 73.5%
(25)
20.6% (7) of people not necessarily expect rewards for referring pure it
A. No: Among the total 38 respondents who have not referred the “Pure it” to any body
The percentage of respondents who expect reward for referring “Pure it” is
23.7% (9)
42.1% (16) of people not necessarily expect rewards for referring pure it
The percentage of peoples who does not expect rewards is 34.2% (13)
1. PERCENTAGE WITHIN REWARD EXPECTATIONS
A. Yes: Among the total 34 respondents who expect reward for referring pure it
(25)
The percentage of respondent who have not referred the “Pure it” is
A. Not necessarily: Among the total 23 respondents who does not necessarily expect
rewards for referring pure it
(16)
A. No: Among the total 15 respondents who does not expect rewards
(13)
Table 5.27: Have you referred “Pure it” and Information received
Page | 82
Have you Information received
referred “Pure
it” Rarely Very rarely Never Total
Yes 10 16 8 34
No 4 10 24 38
Total 14 26 32 72
Fig. 5.27: Have you referred “Pure it” and Information received
INTERPRETATION
A. Yes: Among the total 34 respondents who have referred the “Pure it” to their friends
and relatives
The percentage of respondents who receive information rarely is 29.4% (10)

47.1% (16) of people receive information very rarely
The percentage of peoples who have never received any information is
23.5% (8)
A. No: Among the total 38 respondents who have not referred the “Pure it” to any body
The percentage of respondents who receive information rarely is 10.5% (4)

26.3% (10)of people receive information very rarely
The percentage of peoples who have never received any information is 63.2%
(24)
1. PERCENTAGE WITHIN “INFORMATION RECEIVED”
Page | 83
A. Rarely: Among the total 14 respondents who receive information rarely
(10)
The percentage of respondent who have not referred the “Pure it” is
A. Very rarely: Among the total 14 respondents who receive information very rarely
(16)
A. Never: Among the total 14 respondents who have never received any information
The percentage of respondent who have referred the “Pure it” is 25% (8)
TheINDEPENDENT SAMPLE
percentage of respondent who T-TEST
have not referred the “Pure it” is 75%
(24)
Null Hypothesis (H0): There is no significance association between dependent
and independent
variable.
Alternate hypothesis (H1): There is significance association between,

dependent and
independent variable.
1. Customer’s knowledge about product/service
H0: The customer’s knowledge about product/service does not have

significant impact based on grouping variable have you referred pure it
H1: The customer’s knowledge about product/service have significant impact

based on grouping variable have you referred pure it
2. Satisfaction level of customers
Page | 84
H0: The customer’s satisfaction level does not have significant impact based
on grouping variable have you referred pure it
H1: The customer’s satisfaction levels have significant impact based on

grouping variable have you referred pure it
3. Rewarding customers
H0: Rewarding customers does not have significant impact based on grouping
variable have you referred pure it
H1: Rewarding customers have significant impact based on grouping variable

have you referred pure it
4. Providing regular information about any new product or service
H0: Providing regular information about any new product or service does not
have significant impact based on grouping variable have you referred pure it
H1: Providing regular information about any new product or service does not
have significant impact based on grouping variable have you referred pure it
Table 5.28: Group statistics of independent sample t test
Have you
referred Std. Std. Error
pure it N Mean Deviation Mean
Knowledge Yes 34 1.2647 .56723 .09728

of pure it
No 38 1.7895 .62202 .10091
Satisfaction Yes 34 1.8235 .67288 .11540

from pure it
No 38 2.7895 .74100 .12021
Reward Yes 34 1.3235 .58881 .10098

expectations
No 38 2.1053 .76369 .12389
Information Yes 34 2.9412 .73613 .12625

received
No 38 3.5263 .68721 .11148
Page | 85
Table 5.29: Independent Samples Test
Levene's
Test for
Equality of
Variances t-test for Equality of Means
95% Confidence
Sig. Interval of the
(2- Mean Difference
tailed Differen
F Sig. t ) ce Upper Lower
Knowled *EVA -
.811 .371 .000 -.52477 -.80576 -.24377
ge 3.725
**EVNA -
Of pure .000 -.52477 -.80431 -.24522
it 3.744
Satisfact EVA -
.368 .546 .000 -.96594 -1.30008 -.63180
ion 5.766
EVA -
from .000 -.96594 -1.29828 -.63361
pure it 5.797
Reward EVA 2.10 -

.151 .000 -.78173 -1.10510 -.45837
expectat 9 4.822
ions EVNA -
.000 -.78173 -1.10062 -.46285
4.891
Informati EVA -
.222 .639 .001 -.58514 -.91975 -.25053
on 3.488
received EVNA -
.001 -.58514 -.92124 -.24904
3.474
*EVA- Equal variance assumed **EVNA- Equal variance not assumed
INTERPRETATION
As the significance values of all the independent variables are less than .05, reject the null
hypothesis i.e. there is no significant difference between mean of the respondents who have
referred the “Pure it” and the mean of the respondents who have not referred the pure it.
CORRELATION
Page | 86
It measures the strength of association between two variables.
Most common is a Pearson correlation coefficient (r)—correlation between
two interval variables.
Numerous others exist for various combinations of variables.
However, all are interpreted in similar manner; range from –1.00 to +1.00
(some range from 0.00 to +1.00)
Hypothesis for correlation:
Null Hypothesis (H0): Correlation (Association between independent variables
and dependent variables) does not exist between variables.
Alternative Hypothesis (H1): Correlation (Association between independent
variables and dependent variables) between variables exists.
Table 5.30: Descriptive statistics of correlation
Mean Std. Deviation N
Have you referred

1.5278 .50273 72
pure it
Knowledge of
1.5417 .64867 72
pure it
Satisfaction from
2.3333 .85580 72
pure it
Reward
1.7361 .78710 72
expectations
Information 3.2500 .76453 72
Page | 87
received
Table 5.31: CORRELATIONS
Have
you
referre Knowled Satisfact Reward Informat
d pure ge of ion from expectati ion
it pure it pure it ons received
Have you Pearson

referred Correlatio 1 .407(**) .567(**) .499(**) .385(**)
pure it n
Sig. (2-
.000 .000 .000 .001
tailed)
N 72 72 72 72 72
Knowled Pearson
.
ge of Correlatio 1 .304(**) .422(**) .263(*)
407(**)
pure it n
Sig. (2-
.000 .009 .000 .026
tailed)
N 72 72 72 72 72
Satisfact Pearson
.
ion from Correlatio .304(**) 1 .467(**) .301(*)
567(**)
pure it n
Sig. (2-
.000 .009 .000 .010
tailed)
N 72 72 72 72 72
Reward Pearson . .422(**) .467(**) 1 .228

expectati Correlatio 499(**)
ons n
Page | 88
Sig. (2-
.000 .000 .000 .054
tailed)
N 72 72 72 72 72
Informati Pearson
.
on Correlatio .263(*) .301(*) .228 1
385(**)
received n
Sig. (2-
.001 .026 .010 .054
tailed)
N 72 72 72 72 72
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).
A. Correlation between Customer’s referring behavior and Knowledge of pure it:
There is moderate correlation of 0.407 between Referring behavior & Knowledge of
“Pure it” and the nature of correlation is positive.
B. Correlation between Customers’ referring behavior and Satisfaction from pure
it: There is high correlation of 0.567 between Referring behavior & Satisfaction from
“Pure it” and the nature of correlation is positive.
C. Correlation between Customers’ referring behavior and Reward expectations:
There is moderate correlation of 0.499 between Referring behavior and Reward
expectations and the nature of correlation is positive.
D. Correlation between Customers’ referring behavior and Information received:
There is low correlation of 0.385 between Referring behavior & Information received
and the nature of correlation is positive.
INTERPRETATION
Page | 89
Since the significance level is less than 0.05, the null hypothesis is rejected. So
there is a relation between Referring behavior and Knowledge of pure it,
Satisfaction from pure it, Reward expectations and Information received.
REGRESSION ANALYSIS
Null Hypothesis H0: There is no significance impact of independent Variable

on dependent variable preference
Alternate Hypothesis H1: There is significance impact of independent variable on

dependent variable preference
Table 5.32: Variables Entered/Removed for regression analysis
Model Variables Entered Variables Removed Method
1 Information received,
Reward expectations,
Knowledge of pure it, . Enter
Satisfaction from pure
it(a)
(a) All requested variables entered.
(b) Dependent Variable: Have you referred pure it
Table 5.33: Model Summary of regression analysis
Page | 90
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .671(a) .450 .417 .38382
(a) Predictors: (Constant), Information received, Reward expectations,

Knowledge of pure it, Satisfaction from pure it
R, the multiple correlation coefficients, is the correlation between the observed and predicted
values of the dependent variable. The values of R for models produced by the regression
procedure ranges from 0 to 1. Larger values of R indicate stronger relationships and here it is
0.671. The relation between the variables is direct and the slope is positive because the sign
of r is positive.
R square is the proportion of variation in the dependent variable explained by the regression
model. The values of R squared range from 0 to 1. Small values indicate that the model does
not fit the data well and vice versa, here it is 0.450.
Adjusted R square attempts to correct R squared to more closely reflect the

goodness of fit of the model in the population. Adjusted R Square value tells us
the explanatory power of independent variables on dependent variable.
Generally it should be greater than 0.3. Here in this project the extent of
relationship between independent variables and dependent variable is 0.417 i.e.
approximately 41.7% of variance in dependent variable (referring behavior) can
be explained by the linear combination of the independent variables Information
received, Reward expectations, Knowledge of “Pure it” and Satisfaction from
pure it
Table 5.34: ANOVA
Sum of Mean
Model Squares df Square F Sig.
1 Regression 8.074 4 2.019 13.702 .000(a)
Residual 9.870 67 .147
Page | 91
Total 17.944 71
(a) Predictors: (Constant), Information received, Reward expectations,

Knowledge of pure it, Satisfaction from pure it
Generally large value of F-statistic is desired and here it is 13.702
Significance level is 0.000 which tells that this is 100%level confident
Table 5.35: Coefficients of regression analysis
Standardi
zed
Mode Un standardized Coefficien
l Coefficients ts t Sig.
Std. Std.
B Error Beta B Error
1 (Constant) .207 .216 .959 .341
Knowledge of pure
.119 .079 .154 1.507 .137
it
Satisfaction from
.212 .062 .360 3.410 .001
pure it
Reward
.143 .069 .224 2.059 .043
expectations
Information
.121 .064 .185 1.906 .061
received
(a) Dependent Variable: Have you referred pure it
Often the independent variables are measures in different units. The standardized coefficients
or betas are an attempt to make the regression coefficients more comparable.
Page | 92
The t statistics can help to determine the relative importance of each variable in the model.
Hence Regression equation can be given as:
*Satisfaction from pure it) + (0.224*Reward expectations) + (0.185*Information
INTREPRETATION
Satisfaction from “Pure it” and Reward expectations has significant impact on the customers
referring behavior. Customer’s reference is reliable on Satisfaction from pure it, Reward
expectations, Information received and Knowledge of pure it. Satisfaction from pure it,
Reward expectations, Information received and Knowledge of “Pure it” are correlated with
reference. This rejects the null hypothesis
Fig.5.28: Histogram of regression standardized residual
Page | 93
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a
e
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Page | 94
Fig.5.29: Normal P-P Plot of Regression Standardized Residual
Page | 95
1
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CONCLUSION
From the above finding the following conclusion has been draw
KNOWLEDGE OF PRODUCT/SERVICE
There is a close relationship exists between the customer’s referring

decisions for any product/service and the customer’s knowledge of that
Page | 97
product/service. A customer who knows the product in all aspects would
be in a better position to explain about that product to their friend or
family members or any others whom they know. Customer’s knowledge
about product also helps them to filter their contacts in order to refer the
same product since they are well aware of their people’s status and their
requirements than the company and its employees. The product
knowledge also helps the existing customers to decide whether it is
worthy referring the product to them or not. Hence it is necessary for the
company points of view to make sure that their existing customers know
everything about the product and also the service associated with it in
order to generate more and more leads from them.
SATISFACTION FROM PRODUCT/SRVICE
The customer’s satisfaction level plays the most important role to decide
whether to refer the product to their peoples or not. A well satisfied
customer not only generate sufficient leads but they are also the most
efficient and effective medium of promoting the product to the mass
without accruing any cost. On the other hand a customer who is not
satisfied with the product or service, not only they do not refer that
product to anybody but they also make negative images of the company
and its products. . The company must keep the current customers
satisfied: This is obvious. No one wants to make a referral that will foul up
his or her relationship with a friend or a relation. Customers will obviously
give referrals only for business people whom they trust. Keeping this in
mind, do the best therefore to do a great job that will keep the existing
customers satisfied. Ensure that company’s product or service fulfils what
they claim it to. Customers are always looking for a good deal. When they
are satisfied with what company offers them, they will be eager to tell
others about that company and their products. So if a company wants to
produce more referral leads from the existing customers, the company
Page | 98
must assure their existing customers are well satisfied with the product
and the service provided.
REWARD EXPECTATIONS
This is another important factor which contributes a major part in

customer’s referring decision. A customer generally expects some
benefits either tangible or intangible one in exchange of their reference.
Giving some kind of rewards motivates the customers to refer that
company products and services to more no. of their friends and relatives.
Thus, a company must encourage customers to give the contact details of
others and referrals by rewarding them in some way.
KEEPING INFORMED ABOUT ANY NEW PRODUCT /SERVICE
Keeping updated about any new products or services to the existing

customers also helps in generating good no of leads in the form of referral
for the company. Once any product is sold to the customer, the company
must provide some useful information about the products of the same
category or may be related to the customer’s needs at regular interval of
time. It helps the company and customers as well to keep remembering
each other. In other words whenever the customers or any of his/her
friends or relatives is in need of certain product, they will refer the same
company product to them which ultimately leads to sales generation for
the company.
BUILDING RELATIONSHIP
Apart from the above mentioned points, making contact to the customers
by different mediums of communication is also very important for the
company to generate referral from their customers. A company should
make their customer feel that they are not merely a customer who buys
the company products but they should feel that the company is taking
Page | 99
care even after buying the product and also whenever they need. In other
words customers should feel some kind of relationship with the company
and their peoples. It is unreasonable to expect referrals from the
customers if company doesn’t stay in regular contact with them. Another
secondary benefit of staying in touch with the current customers is that
customer attrition rate will decrease. Company should develop a system
of always contacting their customers, Offer good customer support
system. Follow up on those who have purchase company’s products.
Company should know how they are faring with their products - how the
products have helped them solve their pains. Ask how company can be of
further help. Always aim to establish a better, deeper and long lasting
relationship with the customers. As we do this, our customers will
appreciate our good gesture and being satisfied they will be ready any
day to refer us to others.
RECOMMENDATIO
NS
Based on the findings and conclusions of this research I would like to
recommend the following points in order to enhance the referral leads
from the existing customers of HUL “Pure it”. My recommendations are
completely influenced by my personal observations during the project and
also on my knowledge & experience gained throughout my life.
1. Service
The foundation of great referrals is great customer service, hence the

management must assure that customers are getting the proper service
“on time” after the device (Pure it) is being sold to them. While making
cold calls during the project or even going for referrals; I have observed
that customers are least bother about spending Rs. 2000 or Rs. 3200 to
Page | 100
buy the “Pure it”. There major concern was that company peoples do not
provide service at regular interval and at last either they have to wait for
the service people to come or they dump the product. Generating referral
leads from those customers is impossible once they make up their mind
about the company or the product or may be the service in negative way.
Since HUL “Pure it” has sufficient human resources in the organization I
suggest to implement an effective service system for the customers who
don’t have direct approach to the SWZ or the concerned location to get
the GKK or any other kind of service related to the device. It is also well
known that the company does not generate much of its profit by selling
the device; it’s the GKK which gives more profit to the company. So why
to concentrate more on just selling the device with all those tricks, if we
can generate more sales through referrals by just providing the
customers a great and quick service without knowing to them (if
possible). The company who claimed to be the market leader in the water
purifier industry in India is also known because of their great service and
response. The technology used in HUL “Pure it” also favors the company
to provide the service much more faster than the other players in the
market since installing GKK and other components does not requires any
experts, even customers can also install them easily provided their
availability.
In my suggestion the company should tie up with some major retail stores
based on the area productivity to keep the GKK and the same should be
communicated to all the customers of that particular area. It will be easier
for the customers to access those stores whenever they need GKK. The
company must accompany the GKK to all the PWE (outreach, cold calls,
clinic, and service) going for field work so that if they find anybody is in
need of GKK or may need within short time in future they can deliver the
same at that point of interaction. It creates a wonderful and appropriate
opportunity for the PWE to ask few referrals with the standard procedure.
Page | 101
2. Make giving referrals easier for the customers
I have observed that PWE generally give their names and contact no.
written on the “Pure it” broachers for the purpose of future contact to the
customers. It is very difficult and inconvenient for the customers to keep
the PWE contact details somewhere safe. Even after giving my contact no.
two to three times to few of the customers, the next time when I meet
them for referral they again asked for my contact details because some of
them lost somewhere, some customer’s children spoiled that while
playing and list goes long.
In my opinion if we provide a simple business card in place of the long

and colorful Pure it broacher which all the PWE uses to pass their contact
details to the customers, it is not only convenient for the customers to
keep that card in their purse or wallet (which we all generally do) but it
will also be beneficial for the company in terms of cost reduction. Since at
present the Pure it demo broacher is being used to pass the contact
details by the PWE, which we all know cost around Rs.20 to Rs.25 for the
company; whereas the business card which I am suggesting can cost
max. Rs.2 to Rs.3. The company can direct the correct uses of that
business card by providing the PWE in limited no.
This is just a sample of business card which I have mentioned above.
Giving more and more referrals can also be made easier for the
customers by helping them to isolate peoples in his/her mind. The person
asking for referrals can script a brief profile or description of what
Page | 102
company is looking for in a prospective customer. In case of HUL Pure it,
triggering the customer’s mental search with the question, “Who do you
know who are facing the problem of pure and safe drinking water or not
able to get the safe drinking water at affordable cost, etc. and listen for
names that come up during the conversation.
3. Knowledge about product (Pure it)
The customer’s knowledge about product also plays an important part

towards referring that product further. Hence, the management must
assure that the customers who are using/buying the product knows the
features and benefits of the product (Pure it) sufficiently. While collecting
data from existing customers during market survey and also during face
to face interview, I came across many customers who even don’t know
that the Pure it works on GKK which need to replace after certain time.
They simply dump the device after GKK is exhausted and complain that
water doesn’t come in transparent chamber and overflow from batching
chamber. It is obvious that we can’t expect any referral from these kinds
of customer since they are not satisfied with the product whatever the
matter is. In order to overcome this problem, all the PWE have to take the
initiative because they are the only person who comes in direct contact
with the customer either at the time of sales or after sales. All the PWE
must describe the product features and benefits in detail to the
customers, so that the customer can also do the same while referring to
others.
4. Rewarding Customers
Encourage customers to give you contact details of others and referrals

by rewarding them in some way. The general question which almost
Page | 103
every customer asks is “what I am going to get if I give you some of my
friends contact details”. In my opinion giving some kind of rewards to
those customers who refers the “Pure it” to their friends or relatives is not
at all a bad option to generate more no. of referrals. The kind of rewards
should be such that it does not cost much to the company and at the
same time it should be useful for the customers. Even a small greetings
card on their child birthday or on some special occasion can create an
impact in the minds of the customers. Getting referrals from those
customers will become easier and it will also help in building relationship
with the customers.
If it is within company budget to do so, offer discounts to those who refer

the company to others. For example, offer the referring customer a free
GKK worth Rs. 365 if they refer someone to us and that individual uses
our products. Offering discounts is a great incentive for many to refer
company products to potential customers.
If this not, I have another idea to offer discount to customers as a reward

for their reference. Since HUL has no. of FMCG products which every
households uses in their daily life and 85% of “Pure it” customers we
interact for referrals are females. So we can offer some discounts on a
group of FMCG product which that particular customer uses regularly.
For example, if any customer or his/her family uses “Lux” or “Dove” or

any other product regularly, we can offer them 5 or 6 Lux soap at some
discounts which they may not get anywhere else in the market only if
they refer good no. of peoples to the company. It is better to offer the
customers those products on discounts which are not doing well in the
market and company has to push them through any means. This will not
only help in generating referrals from the customers but it also helps the
company to reduce their inventory cost. In order to decide the correct
FMCG products which can be offered to the customers as reward; the
company can get their personal details in a standard format at the time of
purchase. For example
Page | 104
Customer’s Personal Details List of other products
of HUL which customer is using
Name Raju Address Brooke Rin Vaseline √ Dove

Bond
Father’s XYZ House 3Roses
Name no….
Annapur √ Sunlig Axe √ Liril
H/W Shivani Street na ht
Name no….. Red Surf Sunsilk Fair & √
Contact 8143931 Label Excel Lovely
Plot no….
No 453 Brooke Vim √ Breeze Lux √
Abc colony Bond
Whatever
E-mail the reward, consistently
jkl@g.co reinforce
Taaza
the fact that you appreciate
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and value customers who are willing Taj
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promoteClear
your company
Pond’s
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Mahal x
Occupati Accounta
5. Regular contact
Every PWE while going for referrals to the customers carry a greeting card
with them and the opening sentence of that card is…
Dear Customer,
We take the opportunity……………..part of our mission of “Protecting
lives”
In my opinion in place of general notation if we use a specific notation like

Dear Mr. XXX or Ms. YYY, it will give more “personal” feeling to the
customers. Make it personal. The message needs to touch them
personally. It could be a hand-written note or perhaps a printed one.
The message can also be communicated in this way:-

“It was a real pleasure protecting you and your family from all kind of
water born diseases and we look forward for your support in our project
“Protecting lives”. In the meantime, if you know somebody who needs
“As safe as boiled water”, I hope that you pass on what a good
experience you had with our product and have them give us a call.”
Page | 105
6. Presence on social networking websites
In present time social networking sites are the easiest way of
communicating any message to the masses. Peoples spend their time on
these sites on regular basis. I would like to suggest to show the “Pure it”
presence on these websites. The presence should not be like promoting
the “Pure it” rather it should be such that peoples get some kind of
benefits like daily tips on how to keep yourself healthy during rainy
seasons or from water borne diseases or something which they can
implement in their daily life. We can also offer them to pass our message
to their friends or someone they would like to. At the same time we will
also keep all those records for future use.
7. Promotion
Most everyone has a barber or hairstylist they use on a frequent basis,

especially if they have children. Their barber always engages them in
conversation during their haircut. And most barbers and hairstylists are
very happy when you give them a Rs. 10- Rs. 20 tip. Do you see where
I’m going with this? Why not approach the local barbers and hairstylists
and offer them some money for every referral card they pass out to their
customers. We might even motivate them to talk up our business by
promising them a percentage of each sale that results from their referral.
8. Appearance of PWE
Appearance of peoples matters a lot in any activity when we interact with
someone. A pleasant appearance is always more productive than an
average or dull one. So, while interacting with customers for referrals
every PWE must be well dressed, well groomed and off course with a
smiling face because “You are not well dressed until and unless you wear
a smile”.
9. Thank You Note
This is the most important part after getting referrals. When someone
sends us a referral, take the time to let them know that we appreciate the
fact that they thought of us, and let them know that it makes a real
Page | 106
difference for us and our business. Friends, family, and clients will feel
good about the impact that they’re able to have on our work, and
hopefully they’ll look for even more opportunities to send business our
way.
BIBLIOGRAPHY
http://www.bizgroethlive.com
http://www.businessknowhow.com
http://www.getclientsnow.com
http://www.1888articles.com
http://EzineArticles.com
www.MastersofSuccess.biz
www.business.com
http://www.articlesnatch.com
Page | 107
www.vmmg.net
Page | 108
QUESTIONAIRE
1. How you came to know about “HUL Pure it”?
Friends/Family members TV Advertisement
HUL Kiosk HUL Marketing person
2. How much you know about “HUL Pure it”?

I know everything Don’t know few things
Sufficient for buying Nothing
3. How would you like to define “HUL Pure it”?

Water purifier Economical
Protects lives Different
4. How much you are satisfied with your HUL Pure it?
Highly satisfied Satisfied
Average Not satisfied
5. Have you referred your HUL Pure it to any of your friends or family members?
Yes No
6. If yes, then what is the reason behind your reference?

They asked Want to protect their lives Quality/ Maintenance
Good response from company
7. If no, then what is the reason?

Already have Not satisfied with service Don’t want to spoil my relationship
Why should I?
8. Do you expect some kind of reward form the company for referring the HUL Pure it?
Yes Not necessarily No
9. How often you receive information about any new products/service from the company?
Often Rarely Very rarely Never
10. What would be your comment on the person representing HUL Pure it to you?
Very Good Good Average Poor
THANK YOU FOR YOUR TIME
Page | 109

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EXECUTIVE SYNOPISIS

Executive training involves teamwork, goal orientation and managing interpersonal

1. Direct Marketing Concept.

SCOPE OF THE NEW PRODUCT IN THE MARKET.

There remains a huge untapped market.

HOW DOES ONE CHOOSE FROM THE PLETHORA OF TECHNOLOGIES

AND BRANDS NOW AVAILABLE IN INDIA? WHICH WATER

PURIFICATION SYSTEM WOULD BE BEST FOR US?

The two parameters of selection here would be

Degree of purification and

Different technologies deliver differing degrees of purity. Water may be

purified using the following technologies:

Activated carbon filtering

treatment and filtration, or reverse osmosis.

Water Purifiers and Health Benefits

home water purifiers:-

Protect against water borne intestinal disorders and infections – purifiers

Remove pesticides that can prove to be toxic if allowed to remain in water.

Remove excessive salt deposits.

more than 90 percent of dissolved solids.

ones from harmful diseases and hospital bills.

sales service and comes with a warranty.

2. Training aims at gaining proper product knowledge and to bring the

3. To understand the Direct Marketing and products of HUL Water

4. To find out the people’s perception about Pureit.

5. To find out whether people were really aware of pureit.

6. To find out how people think about Pureit.

7. To find out what respondents expect from Pureit.

8. To understand Consumer buying behavior.

9. To come out with conclusion and suggestion based on the analysis

The methodology adopted by us in selling products was first segment to approach to

Primary data sources are:

1. Guides Training on the Product.

1. The project is significant to learn more about the direct marketing.

2. What is the main motive of the Direct Marketing

2. More emphasis on Hindustan Unilever Limited Water Zone

3. The findings & suggestions are based on my selling the products

4. Time is the major constraint in the study

5. My Study is confined to 72 respondents.

See every sale made as an opportunity to

The first and foremost secret is to be absolutely

(1). GIVE PEOPLES A REASON TO TALK ABOUT YOU

Do something exceptional. Think of the things that are of high value to

(2). GET REFERRALS

(4). REWARD REFERRALS

As an absolute minimum, ensure that you thank everyone who makes

caused by water-borne micro-organisms. With bottled mineral water

brands gaining prominence, consumers realized that they would prefer

safe water at home, too.

and launched their brands at various price points.

are now being used increasingly.

India. Water purification and Backpacking is an industry in itself in India.

WATER PURIFIER COMPANIES IN INDIA

Eureka Forbes Philips

Hindustan Unilever Limited Kent

Usha Brita Germany

Kenstar Maharaja Whiteline

guard Digital in collaboration with Brita GmbH of Germany.

purifiers (residential segment) are growing at 22-25% annually. It is nearly Rs 15 bn

among Kent RO, Pehltair, Ion Exchange and others.

acquired by the global water giant, Vivendi.

WATER PURIFIERS DEMAND 3.1