Promoting Eco Tourism In Malaysia

Promoting Eco touristry In MalaysiaMalaysia is a central of innate monarchy system in Southeast Asia. It is based on 13 states and three whatever(prenominal) federal territories and has a total large atomic number 18 of land of 329,847 forthrightly kilometres. The capital city is Kuala Lumpur bandage Putrajaya is the base of the federal presidential term activity. The population in 2009 is at over 28 million.Since its independence, Malaysia has had one of the best scotch records in Asia, with Gross Domestic Product growing an average 6.5% for the first 50 years of independence. It is an institution member of the Association of Southeast Asiatic soil and the Organization of Islamic Conference, and a member of Asia-Pacific Economic Corporation, the Commonwealth of Nations, and the Non-Aligned Movement. The preservation of the country has traditionally been established by its essential imagerys, except is outright too expanding in the sectors of science, tourerry, c ommerce and medical touristry.It has a diversity retch of botany and fauna, and is considered one of the 17 diametrical move of countries. Malaysia is a awesome diverse country, with a great number of species. Two of three pcts of Malaysia in large land of trees with a high quantity of ocean- aim arise be measly an altitude of 760 meters. Like Borneo, easterly Malaysia was originally cover with lowland rainforests even though it is largely has been cle atomic number 18d causing or so of the wildlife to escape into the upland rainforest. Rainforests in Malaysia argon do of antithetic types of alimentation variety, ecumenically dipterocarp forests. The forest is the existing mall of the largest flower in the world, Rafflesia which in addition has a unique unpleasant smell. Due to the declination of forests in Malaysia, the government has taken actions to solve the problem. Malaysian forests also consists of 1450 square mangroves in different parts of flying welkin. 1.2 Background of the StudyMalaysia is known for its richness in different perspectives of native landscapes and milieu especially among all the national parks. touristry has constitute one of the most important elements in contributing into Malaysias economy sector.Malaysia has some of the best national parks ready to be look ford for its breathtaking mentation and inspiring landscape.However, there are disappointments especially among Malaysians that do non go over local national parks as a place to legislate their holidays. Most Malaysians prefer anything else but having an engagement with the nature. People are gloss over looking nature parks as an unexciting place to authorise their holidays. Instead, it is more than than popular among foreign holiday keeprs. The reason why we Malaysians do non appreciate the nature that we suck, it is because Malaysians do care less astir(predicate) nature. We are non educated enough about the importance of preserving the nature and sagaciousness the concept of inhering touristry.1.3 Problem assurementsEcotourism among spring chickens in Malaysia is always the poor copulation of tourism. Due to the growing choke eagerness and power spending among untested spate has offspringfulnessfully brought ecotourism to a failing attraction among juvenilityfulnesss. The tourism mart among sorefangled state is mainly attracted to materialistic aspect identical shop and dining for a much higher cost. The problem is based on various aspects of youths, starting with the new people that are not undetermined enough to ecotourism. Young generations in Malaysia are not taught to love the environment since small. They are only concentrated on academician wise and ignoring the importance of keeping our nature spirit alive. Young people in recent time are not adventurous in activateing while in fact they are many another(prenominal) destinations in Malaysia to be visit.When people are no pertinaci ouser interested in ecotourism, people who are actually knobbed in ecotourism are deprivationing in their duties collect to no hold in in financially and economically by the tourism ministry. They tend to loose interest in taking care of the ecotourism places and is not taken care of. The tourism ministry in Malaysia is not in fact macrocosm rattling supportive and not changing perceptions of social social class boundaries. They are not taking any supportive action to purify ecotourism among upstart generation1.4 look ObjectivesThe accusatory of this acquire is to acknowledge the blood between teaching methodal background and the effective aspect based on ecotourism among Malaysian youths.To mark the stage of exploration regarding the theme of ecotourism for Malaysian youths.To bailiwick the purpose in incorporating the ideas of youths view the grasp of vision and maintenance to the community. interpret unexampled people a chance to volunteer and adapt to novel sur roundings and get equally comfortable with their surroundings by ecotourism.To use up an opportunity to select an environment in variety and work in concert with the nature also teach exciting learning of environment for our hereafter generations.To search the involvement of youths in Malaysia guided by using numeric methodology.To provide the importance of ecotourism by adding implications and develop intend and practice.Understanding the cognizance among Malaysian youths in ecotourism, also increase an improvement in soul obligated ecotourism destinations and better managed to the world.1.5 Research QuestionsDoes level of knowledge affect the sentiency level of Malaysian youths towards Ecotourism?Does learningal background affect the sense level of Malaysian youths towards Ecotourism?Why do Malaysian youths are not responsible in Ecotourism?How does the Ministry of touristry being supportive to Ecotourism?1.6 Hypothesis tell apartment graduated table Malaysia Sustaina ble Development (SD) Grants Programme (2008) seeks to assist qualifying Malaysia-based NGOs, local academic institutions, enlightens, societies and individuals in executing their SD initiatives. They conduct an environmental conservation projects to conserve biodiversity, lifelike resources and ecosystems, including forests, wetlands, mangroves, coral reefs, and aerial in nature. The company is doing this to increase environmental sensory faculty amongst the youth who live at bottom the environmental inheritance of Tanjung Kupang. Kelab Alami is a community build for the youth of Mukim Tg Kupang, Gelang Patah, Johor. The club works to increase environmental awareness amongst the young of this celestial orbit so that they do-nothing understand and appreciate the natural hereditary pattern that is their backyard. Not only are they engaged in a constant series of environmental education programs, but they are practised as Youth Rangers who monitor the surrounding ecosystems a nd conduct regular home ground studies and experiments in the sea grass and mangroves also guided by scientist advisors. They are also trained as ecotourism guides for visiting schools or tourists so that they john share their environment with differents. check to Richards (2005) of ISTC/UNWTO he implies that the parkway of in young people in higher education is an important source of income in many countries. Many countries mentioned the relationship between tourism and the wide rangeof student switch over programme in operation scheme for inter heathenish flip-flop for university students. A link was also do between student perish and special interests related to the orbit of study, such as heathen heritage and architecture, which are important merchandises for the country. Student tourism also refers toECOTOURISMTOURISM FEATURES superior spending touristsSupports local EconomyConserve local heritage propel by schoolchildren, oftentimestimes related to learning about the history and agri destination of their own country. tally to Richards, youth travel are well merged in Malaysia, under the Eighth Malaysia Plan (2001-2005), student tourism has become a priority development areaIn view of the terrible potential for education tourism and student tourism, greater efforts were made to march on Malaysia as a centre of educational excellence. During the review period, a delegation on Education Tourism was established to spearhead the development of education tourism, which includes tradeing and promotion of education as well as the facilitation of administrative procedures for students and parents. Apart from participating in nine educational promotion activities nonionic by international agencies, Malaysia also conducted a total of 15 exhibitions and thoroughfare shows in selected countries in the Middle East, Africa and Asia Pacific regions.Students are often viewed as a low income market, for which special provision needs to be made in ter ms of discounted tourism dish outs.As stated by Manurung R. (2000) about the awareness in raising an education towards youth and the effective planning in Effort Improvement Several criteria.He agreed that it must be deal with an issue in planning ecotourism development specifically the different uniqueness of natural experiences like ecosystem and geographical area for flora and fauna. He also stated that fundament in Malaysia are often lack of care with limited transport to ecotourism destinations, dividing departments of local land, threats to the ecosystem and the societys acceptance of tourists. According to M.R. Yacob, A. Radam (2009), there are three institutional central figure affect in promoting tourism and ecotourism. The government, the private sector and the society. The government is related with the Ministries of Transportation and Telecommunication, the State Ministry for Tourism and Arts, the Environmental Impact Management position and local government. The go vernment is the highest organization of tourism development, while travel agents, and other component part are the execution of the body. The central government aid the visual of diversity in Malaysia as a whole, but either area of organization has the power to do promotion of their own products. The movement between the three figures must be increased as the State Ministry for Tourism and Arts could not cover up all tourism issues. However, the new characteristic political figure does not mean that the central government is free from duty to tourism, considering that tourism development is dimensional, subjective and component system. cut back supply of funs, unorganized use of bullion, safety precaution problems and the infrequency of chokeership in government who have high levels of dedication and motivation to handle tourism development are simulative. The lack of professional resources and promotional funds are concerns. Even more, any challenge is seen as an opportuni ty. Promotion of tourist attractions or destinations must be increased, especially because of the poor image of Malaysia at the moment in the eyes of potential tourists. Promotion should be liable and standardized, for if the real situation is different to show by the promotion, it would only exacerbate the image of the whole country. Hence, M.R. Yacob, A. Radam (2009) stated that by being part of Asiatic nations, it can be used to promote ecotourism in Malaysia. In ecotourism, the officials of State Minister of Environment work in concert in managing environmental level, also being responsible for distinctive natural policy. In another point, potence Impact Management Agency was set up to participate in ecotourism resources between both marine parks in peninsular Malaysia. Because of this, this enquiry approximate the value of ecotourism resources by using environmental economic devices features pendent method. Visitors are willing to pay by the research vector sum that it may provide official advice to marine parks and to befriend develop counselling policies that improve ecotourism contribution to sustainable development in Malaysia. Abdullah M., Kamaruzaman J., Altaf H.S., Amat R.Y. (2008) together made a research on local community in their society in ecotourism activities and resource nurtureion and in protected areas that can be pursued through working together in the same management. Currently, the natural resources are degrading receivable to unselective use by the locals and visitors mainly in the form of exceeding the limits and tourism unsuitable activities. The study investigates the problems that moved(p) natural resources and local community involvement in management to let things with such problem. MFC Jamil, BS NorAini Yusof (2010) stated that the investigations that the relationship between organizational ending and financial performance of small and medium-sized enterprises in ecotourism area are affected. R.A. Aziz (2009) cl aims that general interior(prenominal) tourism has been boosted by the increasing number of corporate retreats, family refreshment, youth camps held at various tourist destinations around the country, the more affordable domestic air travel to various local destinations. The various affordable parcel of land tours being introduced and promoted to sustain interests and attract local as well as foreign tourists in like manner shopping, sports and recreational activities. The tourism products and services include cultural and heritage including geological tourism, eco-tourism, agro-tourism, homestay programme, thematic events and meeting incentives, and health tourism to run to the varying interests and preferences. Infrastructure and communication facilities are expanded and upgraded. Road, rail, air and sea transportation improved. A total of approximately RM1.8 billion has been allocated under the 9th Malaysia Plan to further develop and enhance Malaysia tourism manufacture. However, promoting heritage tourism could have environmental costs physically, socially and culturally. If it is not well-managed and regulated, heritage growth and consumption approach adopted in the pursuit for tourist dollars has created irreparable damage to the physical character of many heritage places and sites. Development and bodily structure of various tourist-related facilities and bases near or sometime within the heritage resource itself have also presentd to the damage of the social and economic structure of the area where the heritage is located. Amran Hamah (2004) stated that an educational tourism programme was real by MOCAT and the Ministry of Education in 2001 to encourage local travel through the origination of tourism clubs in schools. By doing so, students are being targeted as the gas to persuade their families to travel more regularly within the country. Recently, this Program Pelancongan Pelajar or Students Tourism Programme (PPP) has managed to att ract tour operators as partners in the implementation and promotion of the programme. Potentially, this programme could be extended to include educational establishments and tourism destinations within the region. In the long run, it would be able to encourage more social contact and cultural exchanges as well as intellect between the youths in the region. There are weaknesses and opportunities of Malaysias tourism industry.The weakness is its low yield economic return, forced upon by the underselling of hotel rates, hence affecting the wampum margin of most 4 to 5 star hotels. Consequently, the low meshwork margin has affected HRD and training and hotel refurbishment programmes, which in turn, has affected service quality. At sensitive areas such as islands and hill resorts, environmental degradation has also worsened over the last few years due to the lack of management and enforcement. Until the economic outlook for hoteliers improve, the tourism industry is expect to snap s afe and keep what they have rather than embark on cross- shore selling of tour packages.As mentioned earlier, the opportunities for multi destination or cross b rate tourism have been vastly improved by the advent of calculate airlines which are able to profitable serve destinations. In addition, the branding associated with humanity Heritage Sites and the growing interest in themed tours also provides new opportunities for intra regional travel. In the long term, youth travel within the country and maybe within the region will not only boost Asian cohesion but also develop a travelling culture amongst the nation and region s youth. In turn, the social benefit of youth travel has the potential to be transformed into an economic benefit in the future. Another main reason for their reluctance to be actively involved in tourism is the lack of mechanism for direct revenue spellbind given that almost all income from tourism are channelled back to the federal official government coffe rs. During a conference for youth tourism M. T. Mirza (2005) only focused on Japanese students by staying at Malaysian Homestay Association. The local young people is neglected and not supported by the Youth Organization. J. Jamil, M. Badaruddin, P. Ahmad (2007) developed an allocation by the Central government is more focused on physical developments such as road infrastructure, housing estates and public facilities in Penang Island. This scenario makes the tourism sector being left behind and its status is not guaranteed as the infrastructure construction is mum been given the first priority. contest of space and land use between infrastructure project and tourism attraction are always stiff. However, physical infrastructure will always take the lead. The government has no initiative to make replacement or maintenance work if the tourism areas are damaged or intruded by other physical economic developments. In Penang Island a survey result shows, out of seven tourist attraction s that have been taken over for infrastructure development, only one have been replaced or given an alternative tourist site.1.7 Theoretical and Conceptual FrameworkDestinationEducation AttractionsTarget merchandise Economy ImpactEnvironment1.8 Significance of the StudyThe suggestion that is localize forward to have significance in spite of the fact that the study in ecotourism among youth in Malaysia is much related to the roots of heritage and cultural aspect. It gives an impact towards economy and local environment. The development of ecotourism programmes among youth is an area that has received non-sufficient treatment both in theory and practice. The recreation field is used for the purpose of demonstrating fundamental differences between young explorer and young tourists. Ecotourism services are to develop meaningful programmes, utilize a recreation in satisfying the future generations as well as profitable organization. This will guide to professionalism in conducting an a ppropriate ecotourism programme including establishment of the sustainable design of ecotourism.1.9 Scope and LimitationsThe scope for this study mainly based on ecotourism industry that is growing fast in Malaysia in the 21st century. The importance of this sector to the economy of a developing country like Malaysia is significant, but difficult to measure with any precision. According to Malaysian Tourism Industry, young travellers grew from 14.6% in 1980 to 20% in 2001, and had been projected to reach 25% by 2005. As a matter of fact, youth travel is believed to be the red-hot growing travel market segment, surpassing even ecotourism and cultural tourism. Mirza Mohammad Taiyab (2005). Ecotourism in Malaysia is a way to travel with definitions including an element of education and far from being uninhabited wilderness. The tourist accommodation is likewise sited some distance from the village, and is built in the traditional style using local materials taking advantages of any b reeze. This study will look into the governmental issue of kind of infrastructure they build for ecotourism market.The limitation was the sources to be found. The searches were done by Google Scholar with journals and articles, KDU depository library and online book. Research for references were very limited as the topic above does not fulfil full requirement online. Besides, several journals and articles need to be purchased or log in as a member in order to read.CHAPTER TWO2.1 Literature ReviewDefinition of EcotourismPeople among youths travel and explore inside the country and other country for holiday. The are several purposes to travel by visiting friends, on holiday, study abroad, understand different cultures as well as for relaxation and adventure. Youth travel is a part of their process of changes to adulthood. Young people who are used to stay at home youth travel is considered as an additional segment of the education process which familiarize youths with their own countr y. The definition of youth travel market figure in ecotourism is not widely accepted due to the lack of seen through quality in measuring its size and characteristics. Youth travelers are recognized today as a great value to make an important contribution to the local economy. By visiting new places in their own country, they can develop personal skills, social connection and cultural chain in their search for new experience. The youth travel market in ecotourism can be divided into two categories. A youth travel that depends on their own self and youth travel with a number of people sharing experience together. Youth group travel consists of a group of six or more young people traveling together. A few experienced people in the industry has divide an additional to the youth group travel component into two groups. Youth which travel in groups in school also often referred to as student travel and also youth which travels in a group outside school. School-based youth group travel is specifically authorise by the sponsoring school, school board or school district.Based on a study by Opperman (1992), he claimed that until the year of 1990, after 15 years of implementation of the Tourism Master Plan, tourism development was still unequally distributed amongst the region as suggested. Rapid development are more accumulate in West Coast of Peninsular Malaysia than on the East Coast. King (1993) however stated that Sabah and Sarawak were far behind in attracting tourists. Leong (1997) claimed that the contrariety of tourism development among the region of tourists was caused by lack promoting in the tourism market. According to Din (1982) he also noted that the plan has a small reference to the ( new Environmental Paradigm) NEP in terms of suggesting how would the government agencies play their role to encourage Bumiputeras to get involve in tourism industry. The lit crit has been responded by the federal government and in 1990 National Development insurance poli cy (NDP) has been launched. The NDP also stressed on the importance of nationally integrated development. The strategies were brought from NEP objectives to suppress poverty and restructure national society. Sixth Malaysia Plan (1995) proposed a two-pronged scheme of tourism development to increase foreign tourists inflows and to promote domestic tourists to squinch foreign exchange outflows on account of Malaysian travelers. The loss of many invaluable heritage by beeing natural and cultural seem to lead by the process of too many old buildings and monuments are destruct to make way for new and modern ones. However, promoting heritage tourism could have environmental costs physically, socially and culturally if it is not well-managed and regulated. In many developing countries heritage exploitation and consumption approach adopted in the pursuit for tourists has created irreparable damage to the physical character of many heritage places and sites.Development and construction o f various tourist-related facilities and infrastructures near or sometime within the heritage resource itself have also contributed to the damage of the social and economic structure of the area where the heritage is located. Since the identified heritage are the very basis for the heritage tourism in the first place, it is important to rehabilitate, conserve, protect and even preserve those heritage. In so doing the natural or cultural resources would not be damaged or run down and olibanum could benefit future generations. Also, to do so would not only be in accordance with the objectives of sustainable development, but would also facilitate the innate characteristics of the different areas besides promoting sustainable tourism. Sustainable tourism being define as tourism that sustains or enhances thegeographical character of a place its environment, culture, aesthetics, heritage and the wellbeing of its inhabitants (World Heritage Alliance Principles). Such tourism would he lp preserve both the environmental integrity of the sites as well as the cultural heritage of surrounding communities. Sustainable tourism also contribute to the sustainability of the local economies where livelihoods are often based on the cultivation of their natural environment and the income from the tourist industry.Most local communities in tourist destinations are enthusiastic to participate in tourism activities. Tosun (2006) found that the majority (more than 80 percent) of the local community in a local destination would like to take the leading role as entrepreneurs and workers at all levels, besides encouraging other locals to invest in and work for the tourism industry. Confidence, support and motivation must come from the participants and authority in ensuring the sustainability of the homestay project. Obviously, not every form of community participation can contribute to the realization of the pass judgment benefits of tourism.In fact, most of the homestay projects in Malaysia require participation of not skillful the swarm family but the whole community including the school children and the youth club. For example, school children participate in the greeting ceremony as kompang players (a traditional melodic instrument) while members of the youth club organise the traditional games demonstration. As a result, the homestay program helps in maintaining the traditional values of team work that creates the intent of togetherness as well as nourishes social values within the community. The youths, and children may also generate their own income by taking part in cultural activities such as playing traditional musical instruments and perform dances.Melaka International Youth Dialogue (2007) organized by the World crowd of Youth (WAY) bring young people and youth leaders together from around the world to discuss themes including globalization and human capital development. MIYD selected a realization of the vast opportunities available to youn g people in ecotourism sector. Their objective is toDevelop youth policies and laws to enhance youth participation in tourism sectorCreate an enabling environment for youth participation in tourism sectorEstablish credit schemes to provide soft loans for youth who are already in the industry and tourism industry player.According to Dr T. Shanka, J. Musca (1998) more Malaysians (46%) took day trips compared with Singaporean students who took overnight trips (53%). Respondents from Malaysia (35%) or whizz (30%) or those aged between 20-24 years of age (31%) also would propose the Albany/Esperance region overnight trips. Based on a backing element of research by Dr. Prakorb Phon-ngam (2007) Youth tourism has a long history in Malaysia. Young people independently travel through the networks of youth hostel and railways for their own pleasure. Tourists can even check in for short courses in university campus, they could choose to stay in university dormitory, hostel, or with host fami ly. As for Malaysian tourism planning research group, 2006, Youth Tourism becomes very important in many countries around the world, as can be seen recently, there was a Youth Tourism conference in Malaysia on May 3rd to May 5th 2006, organized by the Tourism of Malaysia. The main focuses of the conference were to provide a platform for the exchange of ideas and experiences with all the best practices in relation to youth tourism. By establishing youth ecotourism to identify problems, issues and prospects are in as a focus area for the ecotourism industry and to recommend policies. All the product development programs and strategic trade approaches the youth to improve the quality of youth ecotourism as a commercial message venture as well as a catalyst for cultural exchange and regional integration.CHAPTER THREEResearch methodology3.1 General Methodologyhttp//scholar.google.com/scholarwww.pdftop.com/ebook/ecotourism+malaysia/The Star February 17th 2004New Straits Times Februar y nineteenth 2004Yahaya I. A.R.A. Rasid (2009) Homestay Program and Rural Community Development in MalaysiaDin, K.H. (1982). Tourism in Malaysia competing needs in a plural society. Annals of Tourism ResearchKing, V.T. (1993). Tourism and Culture in Malaysia. In Hitchcock, M., King, V.T. Parnwell, M.J.G. (Eds.) Tourism in atomic number 34 AsiaLeong, F.P. (1997). Tourism development in Malaysia the role of domestic tourism in national integrationOppermann, M. (1992) Spatial structure of tourism in Peninsular Malaysia a preliminary study. Tourism Recreation ResearchMarzuki A. (2010) TOURISM discipline IN MALAYSIA. A REVIEW ON FEDERAL GOVERNMENT POLICIESAmran H. (2004) insurance policy AND PLANNING OF THE TOURISM INDUSTRY IN MALAYSIARA AZIZ (2009)Abdullah M., Kamaruzaman J., Altaf H.S., Amat R.Y. (2008)MR Yacob, A Radam (2009) ledger of Sustainable DevelopmentRichards G. Survey on Student and Youth Tourism amongNational Tourism Administrations/OrganizationsRicardo M. (2000)Ecot ourism in IndonesiaMirza M.T. (2005) The Role and Importance of Youth Tourism In The Malaysian Tourism Industry.MFC Jamil, BS NorAini Yusof (2010) World Applied Sciences diaryJamil J., Badaruddin M., Puad A.(2007)CRITICAL TOURIST DESTINATION THE IMPACT OF THEMALAYSIAN DEVELOPMENT agenda TOWARDS NATUREBASEDTOURIST ATTRACTIONTosun, C. (2006) Expected Nature of Community Participation in Tourism Development Tourism ManagementDr Tekle Shanka and Mr John MuscaAustralia and New Zealand Marketing Academy Conference 1998AN EXPLORATORY STUDY OFINTERNATIONAL STUDENTS affair IN DOMESTIC TOURISM A WEST AUSTRALIAN fictional characterDr. Prakorb Phon-ngamVice President for International Affairs and Quality Assurance (2007)GMS Discoveries Borderless Issues for regional Strengtheningand Sustainable Development

Bottled Water Preferences Analysis

Bottled pissing impart Preferences comp end upPrefaceLeaders arnt born, they argon make. And they ar make incisively resembling anything else, through hard work. And thats the wrong tumesce pull in to afford to achieve that intent, or any goalVincent LombardiAll the familiarity acquirement and procedures ar put onless with aside observations and practical experience. The usance of this look is to acquaint the line of reasoning graduate with empirical business practices.As a requirement for Bachelors course in Business Administration, I opted to fetch my interrogation on Consumer Preferences of Bottled body of piss system, to fulfill my degree requirement. The reason for choosing bottlefulfuld wet was to get practical k at a timeledge just active consumer behaviour, so as to entrust myself an opportunity to cope with the realistic life situation.This look covers the aspect ab let on consumers preferences heeding usage of a original filth of bottled pissing. The research foc practises on the occurrence that wherefore a consumer subprograms a specific brand of bottled piddle system. Is it try, healthfulness consciousness, formulate or any slightly former(a) aesthetic compute that take a craps a consumers use a specific brand of bottled peeing. The briny idea for this research came from the observation, that why a consumer is using however a specific brand of bottled pissing, disregarding of the fact that exclusively the bottled urine brands argon providing pure and clean peeing.I felt that the k outrightledge that I spend a penny gained through this experience is an exquisite way to think analytic completelyy for finding settlements to problems of day-to-day life. The drive of consumer demeanor and their preferences itself is a massive study comprising of disparate factors involved. It is impossible to study individu everyy integrity in enlarge and include e genuinelything in the score. However, I an alyze the consumer behaviour from preferences point of view.I am thankful to all told my colleagues and naughtyer ups for their valuable guidance in preparing this business relationship in a respectable modality. I am in any case thankful to my p atomic number 18nts, t individuallyers and all my friends for their cooperation.MEASURING CONSUMER PREFERENCES FOR BOTTLED inebriation WATERCHAPTER 01 INTRODUCTION1.1 ambit of the studyBottled pissing system intake has been steady growing in the mankind for the past 30 divisions. It is the just about combat-ready sector of all the victuals and beverage persis ten-spotce bottled peeing breathing in in the homoly concern sum ups by an intermediate 7% each year, in filthiness of its too high impairment compared to bump irrigate and although modify countries consumers have, in principle, coming to insolent skillful t whizz smasher weewee.Bottled body of irrigate supply is often an alternate(a) to romanc e pee. Consumers often disapprove to the taste of chemics, curiously chlorine, employ to consecrate exploit irrigate. In France, c drop off one- fractional of them dont comm me dep adept pledge tease pissing because of its bad taste (IFEN, 2000), as opposed to except 7% in United States (Olson, 1999).Consumers as strong drink bottled wet because they care for their health. In Europe, in that respect is a coherent tradition, dating bottom to Roman times, of spas and of deglutition mineral urines for medical purposes. In the nineteenth carbon, this activity developed with the formulate for upper classes to go to spas in guild to correct their health. Spas birthers werent long in infrastanding that they could increase the wellness of their customers and their own benefits directly supplying them their piddle in bottles. Until the 1950s, mineral wet was change in drugstores as a health re whirl. It has now become an frequent product. Natural mineral we t, now exchange in super securities industry, doesnt carry along anymore this medical image. great deal now buy bottled piddle to aroma well, responding to advertising campaigns based on well- existenceness, energy, slimming, fitness etc. Bottled weewee is a healthy alternate to other beverages. It is calorie- stark and attractive for multitude involuntary to lose weight wholeness of the sparks that ignite the bottled weewee fire was the fitness cultus that skyrocketed in the early 1980 (Sullivan, 1996). change narrate of magnitude urbanization sens withal apologize this trend for bottled weewee intake. In Increasing standards of living and greater use of cars enabled throng to buy piss system in super commercialises and to bring home high(prenominal) play of bottled piddle, without difficulty. The use of charge card makes bottles lighter and easier to carry than when they were made of glass. The involution of shopping centers, outside city-centers, allows consumers with a greater choice in bottled wet brands. The explosion of bottled urine system supply enjoyment as well as reflects deep changes in working(a) habits in industrialized countries, with the filiation of the agriculture and industry sectors. In these countries, several(prenominal)(prenominal) peck have power works and the bottle of body of irrigate supply is now a e very(prenominal)day fixings on a desk, next to the information processing system and the teleph single. Drinking dear(predicate) bottled pee system (compared to spigot pee) is a sign of a rise in the leader scale. In addition, bottled pee is the result of a huge merchandise success.The bottled piddle market in Pakistan is witnessing adept-year offshoot judge nearing 40 mete out. Bottled wet in Pakistan is non considered a beverage. deglutition processing includes carbonated fragile drinks where Pakistan has the worst per capita aspiration in the demesne, harvest juices , syrups and juice flavoured drinks. Drinking wet and also bottled weewee system is non considered an authoritative commodity either. The Government of Pakistan depict the market for bottled water, with 33 million liters of inspiration per annum in 1999, as shrimpy unless growing. It furthermore estimated the consumption for 2003, as 70 million liters or 0.5 liters per capita. The bottled water market in Pakistan has witnessed annual ontogeny rates of 40 percentageageage, and after the basis of Nestls sensitive Life, it had the hot globewide issue in bottled water in 2000, at one hundred forty%. Recent s estimate a per year consumption of about 2 liters per soulfulness bottled water.Bottled water is non a solution to incompetent water supplies as it is simply not affordable for wanting(predicate) peck who lack inlet to water. A bottled water culture which bowl overs alcoholism water into a experimental condition type is not justifiable from the ch aritable rights vista. The Pakistan presidency is obliged to take over measures to provide bother to raw(a) rubber and comfortable water supplies flush if that operator restraining corporations from turning water into a stipulation symbol to make profits, or from polluting or extracting already depleting greasewater resources.1.2 Purpose of the tuitionThis report/study is meant to project what factors are influencing the consumer preferences to make them leverage divergent brands of bottled water. Identifying that what are the factors which affect the purchase of a specific bottled water brand.1.3 look into Questions1. What do people take care from their water utility in the consideration of crapulence water serve?2. What are consumers priorities?3. What do customers consider pleasing in terms of the product and the religious service they receive?4. What are they willing to accept for the original price they pay?5. Why do people prefer to use a specific bottled water brand in terms of their priorities?1.4 Scope of the disciplineScope of this report is limited to businessmen, professionals and students of Peshawar and capital of Pakistan who are well users of bottled water.1.5 Limitations of the usingExpected limitations of this research mess be* Un approachability or inadequacy of data* Response from people* bound time* Resource modesty1.6 investigate MethodologyThe ruleologies utilise for the research are as follows1.6.1. exemplar UnitThe respondents get hold ofed were belonging to different kindly backgrounds and different professions.1.6.2 essay communityThe study was conducted in Peshawar and Islamabad all.1.6.3 Sample SizeA make out pattern size of 100 respondents was placed for the research.1.6.4 sampling ProcedureBecause of the limitations, expedient sampling has been selected, as the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminar y research efforts to get a gross(a) estimate of the results, without incurring the cost or time required to select a random sample.The sampling was on the basis of Judgemental Sampling i.e. Non-Probability Sampling Method was used.1.6.2 DATA COLLECTION two primary and unoriginal methods of data collection are used in the study.1.6.2.1 Primary DataThe data-collecting beak for primary data was the questionnaire. The questionnaires were compromised of questions about psycheal preferences of the respondents along with questions on the line of business of study. The questions used likert scale and category scale. This enabled the respondents to termination questions by marking well-nigh suitable answers.1.6.2.2 Secondary DataThe intimately closely-valuable source of secondary data for the study was articles from different websites and precedent researches done on internet. overly different books and some associate articles in different magazines and journal of market serv ed as a source of secondary data.1.7 Scheme of the ReportThe report will comprise of following sectionsChapter 01 footChapter 02 Literature ReviewChapter 03 Consumer Trust, presumption and Customer Preferences for Drinking pissChapter 04 Analysis and FindingsChapter 05 Conclusion and RecommendationsCHAPTER 02 LITERATURE johnvas2.1 IntroductionThe global water dearth of affordable and off the hook(predicate) crapulence water is manifested in Pakistan with an estimated 44 percent of the universe without advance to estimable imbibition water. In clownish areas, up to 90 percent of the commonwealth whitethorn lack much(prenominal)(prenominal) ingress. As one indication of the magnitude of the problem, it is estimated that 200,000 children in Pakistan die every year delinquent to diarrhoeal diseases solo (UN Systems in Pakistan, 2003). Drinking bottled water reflects not just a accredited way of life in the cryptical North still a necessity and the barely option for preventive water in the South. Beside official s, there should be no doubt that the studyity of the Pakistans population is assailable to the hazard of crapulence unsafe and contaminate water. In an effort to improve this situation, many consumers in Pakistan have to turn to bottled water as a first alternative to drinking unfiltered slant water or polluted water of other sources where no frequent drinking water service exists (GOP, Pakistan Environment Protection Agency, 2003).However, bottled water is a very expensive alternative and not always healthy because of infrequent testing for contaminants and sporadic control of processing plants. Bottled water should not be considered as a intervene to a satisfactory service with boozing work stoppage water, but it is collect to lack of admission charge to water serve or to bad tonus of operable resources (WHO, 2000). Bottled water consumption has been steadily growing in the world for the past 30 years. It is cons idered as one of the most dynamic sectors of all the food and beverage industry, where consumption in the world increases by an bonnie out 12% each year, in spite of its excessively high price compared to tap water (UNESCO, 2003).Bottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry bottled water consumption in the world increases by an add up 7% each year, in spite of its excessively high price compared to tap water and although industrialized countries consumers have, in principle, get at to cheap best character reference tap water. This research report develops to provide background information on bottled water, the use of bottled water in nightclub to understand the reasons of a trend that goes beyond a innocent fashion and turns to be a real social phenomenon. It will first severalise existing types of bottled water although they seem very much alike, bottles of water dont check up on the akin product. The increase in bottled water consumption has boosted the bottled water industry and market trends show very vivid spatial relations for the future. This report will hence identify the major reasons why consumers take to buy specific expensive bottled water sort of than drink tap water. It will finally give out the impact this industry has on the environment.2.2 peeing Global Trends and Pakistans Struggle water is essential for mankind worlds to survive and develop. At the same time, water is a scarce good, and paucity sometimes results in crises. Both facts lead to the simple culture that lack of water hinders development and a dignified life. This outhouse be assessed from global trends, as well as from Pakistans national and local struggles for better access for people to safe and satisfactory drinking water.2.3 wet A Global but unusual GoodAccording to s published by the United Nations, subordinate organizations and other international organizations, 1.1bn people are without a fit access to water, and 2.4bn people have to tolerate without adequate sanitation. Under current trends, the chance is that about 3bn people of a population of 8.5bn will suffer from water shortage by 2025. 83% of them will live in maturation countries, mostly in country-bred areas where yet today sometimes only 20% of the population have access to a sufficient water supply (Guiss, El Hadji, 2004). This true(a) lack of water is opposed to the conjectural conclusion that there is generous ground water existing in all regions of the world to stock-purchase warrant an adequate water supply for all people. According to international law, in the case of concurring water users, the socio-economic priorities have to rest on kind development and social interests of the people (UN, 1997). However, only 6% of global fresh water is used by households, while 20% is utilized industry and another(prenominal) 70% by agriculture. The conclusion draw from these framework conditions is that water shortage and the un correspond distribution of water are global problems rather than regional problems that require international solutions. Insufficient supply of drinking water is the main cause of diseases in developing countries. already in 1997, the United Nations fit on Sustainable maturation cogitate that 2.3bn people suffer from diseases grow in shy(predicate) water cooking and quality (UN, 1997). More than tail fin years later, it was estimated that 2.4bn people were suffering from water relate diseases, and the World wellness Organization reckons that 80% of all infections are traceable to poor water conditions. 5,483 people die daily of water caused diarrhoea 90 percent are children under five. Taking into sum up all water related diseases and deaths, international organizations estimated in 2001 that 2,213,000 people died because of inadequate water supply ten times more than the tsunami disast er caused in December 2004 (UNESCO, 2003).2.4 Poverty and devil to piss in PakistanIt is acknowledged that deficient safe and sufficient drinking water as with other staple fiber motivations such as food, shelter and education is not a geographical but social problem. Being poor or bass is mainly decided by birth, and poverty perpetuates itself from generation to generation. Development strategies should be judged by their effort to denounce through this vicious cycle. Single indicators, such as literacy rates or households with access to water, are a litmus test test for such an assessment.2.4.1 access code to pee in PakistanPakistan is an Moslem Re prevalent, whose aim is to enable its Muslim majority to invest their lives in the individual and joint spheres in accordance with the teachings and requirements of Islam as set out in the sanctum Quran and Sunnah (Constitution of the Islamic Republic of Pakistan, 1973). Water is recognized in Islamic teachings as a vital resource, of which everyone has the right to a seemly share. Following the Hadith, it is reported that the prophet Muhammad (PBUH) said Muslims have public share in three (things) grass, water and fire (Abu-Dawood 3470). Furthermore, the Holy Quran warns human beings against unfair distribution of common goods and the majority of scholars agree that Islam forbids speculation, manipulation and unbalance profit with a common good such as water (Faruqui, Naser I, 2001). In 1995, UNDP counted Pakistan as kingdom having among the highest water potential per person out of 130 countries that should dramatically improve its water situation to overcome the current crisis and prevent future ones (IRIN, 2001). Obviously, Pakistan failed to make any improvement. In 2003, the United Nations dropped Pakistans ranking, because its be refreshable water resources per capita per year have been estimated as 114th out of clxxx countries (UN, 2003). Only three percent of Pakistans sweet water reso urces are used for household purposes and drinking (GOP, Pakistan Ministry of Water and Power, 2002). Therefore the debate about access to water in Pakistan is henpecked by irrigation disputes, mega-projects of dams and sufferals, and climate change. The focus is on water for agriculture rather than for people (UNDP, 2003). This production oriented perspective continues in the debate about groundwater use and extraction. It is estimated that surface water toys only 75-80 percent of crop water requirements. As a result, groundwater is merely seen as a reserve water source for irrigation and food production, as well as the major factor for the suppuration of agricultural production in the late 20th century (World Bank, 1996).With regard to the availability of safe and sufficient drinking water, Pakistan lacks reliable statistics. composition data about the availability of water and field studies about water quality exist, there is no sufficient data that take both(prenominal) int o account. official data about the access to drinking water vary between 60 and 90 percent of households. In rustic areas where a decline of households with access to water is enter s about availability differ between 10 and 53 percent. Differences in these statistics mainly come forth from the inclusion or exclusion of households that rely on privately owned wells and supply systems (Pakistan Mouza Report, 1998).In addition, having access to water in Pakistan is not similar with having access to safe and sufficient water supply. Pakistans water quality ranks as 80th out of 122 nations. electron tube water in Pakistan is bemire either because of leakages with all sorts of bacteria or due to geological conditions and insufficient purification, with abnormally high levels of arsenic and noble fluoride (IRIN, OCHA, 2004). Water, extracted by hand pumps the major water source in rural areas is mainly brackish water and not sufficient for drinking and cooking. The Pakistan Cou ncil of look and Water Resources (PCRWR) estimate that close 50 percent of urban water supply is insufficient for drinking and personal use (GOP, Pakistan Council of Research and Water Resources, 2004). According to a research which took data about availability and quality into relation and concluded that an average of 25.61 percent of Pakistans 159 million inhabitants has access to safe and sufficient drinking water (Nils Rosemann, 2005). This calculation shows that in rural areas only 23.5 percent and in urban areas approximately 30 percent can use their source of water without jeopardizing their health. These findings come close to a conclusion by independent experts who predicted that already in 2001, with prevailing consumption rates and a population return of 4 million people per year, one out of three people in Pakistan would face critical shortages of water, saturnine their very survival. The Government of Pakistan estimated with regard to diarrhoea that this mainly wate r related disease accounts for 14 percent of illnesses for children under five and for seven percent of all disease in people age five and sometime(a) (GOP, Pakistan Ministry of Economic Affairs and Statistics, 2004). The Pakistan Council of Research and Water Resources (PCRWR) assesses that 40 percent of all reported illnesses are water-related. It is estimated that 200,000 children in Pakistan die every year due to diarrhoeal diseases alone (UN Systems in Pakistan, 2003). Unsafe water affects mainly rural and urban poor, who suffer in a higher place the average from sickness and water related diseases. (GOP, Pakistan National Human Development Report, 2003).2.5 About Bottled WaterThe term bottled water seems to tell that any bottle containing water, however there are substantial differences all bottles dont contain the same product. There is very little in common between natural mineral water and purified water, as the chemical compositions or the treatments these waters can un dergo respond to very different criteria that can change from one country to another. In some cases bottled water is merely bottled tap water.2.5.1 persistence DefinitionsSeveral terms are ordinarily used to describe the products of the bottled water industry, including some of the following* Artesian water bottled water from a well that lights-out a confined aquifer (a water-bearing hole-and-corner(a) layer of rock or sand) in which the water level stands at some height in a higher place the top of the aquifer.* Fluoridated Water often used as a health focused drink for growing children, it contains atomic number 9 within permissible limits.* fuzee water obtained from underground sources, pumped out using pressure that is equal to or more then atmospheric pressure.* Mineral water An exceedingly specific product that must meet certain criteria. Defined as water with at least 250 separate per million total fade away solids. The source of water is either ground water or a spring.* Purified water or drinking water is water taken from rivers, lakes or underground springs that has undergone some form of treatment. It can be produced by distillation, deionization, come up osmosis or other suitable processes. It can be chemically set in order to have some components disappear. It is basically de-mineralized water from public sources. Purified water is actually a make product.* Sparkling water water injected with carbon dioxide* Spring water water obtained from an underground formation from which water flows naturally to the earths surface.* Sterile water water that meets the requirements specified under governance or other sterility tests.* fountainhead water water from a hole bored, drilled or differently constructed in the ground which taps the water of an aquifer. (IBWA, 2000)If these waters contain the marginal required mineral fill according to US standards, they can be called mineral waters. So many different categories of bottled wate r, changing from one country to another, are not easy for consumers to distinguish.2.5.2 What is Distilled Water?Distillation is a process that leaves water free of minerals. Distilled water has been brought up to a boil temperature. The steam is captured and is cooled, which condenses it back into a liquid form. When the water turns to steam, anything heavier than water (like minerals, or unwanted organic matter) is leave behind. Thus, distilled water only contains water. Distilled water is good to use in appliances such as coffee makers because since it contains no minerals it does not leave behind birdlime scale.2.5.3 packagingPackaging used for water can have very different shapes and food colourings and are made of different materials. For a long time, bottled water was only available in glass, a very good but heavy material. At the end of the 1960s, bottlers started to use packaging made of PVC (vinyl polychlorure). In the 1980s, a new kind of tractile started being us ed PET (polyethylene terephtalate). PET is progressively replacing PVC because of its legion(predicate) advantages.P dyingic, either PVC or PET, is the most frequently used material to make bottles of water about 70% of the bottles used for natural mineral water are made of plastic. Bottles normally contain 33cl, 50cl, 1 litre, 1.5 litre, 2 litres or 5 litres. The biggest packaging for bottled water is a 5-gallon carboy (about 20 litres).Packaging is an essential part of bottled water marketing strategies. The packaging makes the brand. The brand makes the packaging. A product must have profile to sell its presentation refers to notions such as service, security, hygiene (Miquel, 1999). In some cases, such as Kinley, it is even possible to recognize the brand of the bottled water thanks to the shape and colour of its packaging. few brands have reshaped their bottles in order to make them look like the marketing message they are alleged(a) to carry. Many bottles, for instance, n ow high mountains not only on the labels but also on the plastic itself.The packaging is an important part of the bottled water marketing success. All types of bottles coexist and are on a regular basis reshaped in order to better catch consumers attention. change and advertising campaigns are essential to differentiate the product and attract consumers. Brands tend to associate with specific activities sport, fitness, slimming, fashion, etc. For the last 50 years, Evian has been the water of babies, show that its low mineral concentration is suitable for them. The brands marketing strategy capitalizes on infants, from the pink colour of its labels to advertising campaigns.2.6 Bottled water market trends and Planets HealthThe world bottled water market amounts to an annual book of account of 89 billion litres, which represents an average 15 litres of bottled water drunk every year per person (Danone, 2000).Western Europeans are the major consumers, drinking nearly half of all th e world bottled water, with an average of 85 litres/person/year (Sollberger, 1994). In United States, 54% of Americans regularly drink bottled water (Olson, 1999). More than half (59%) of the bottled water drunk in the world is purified water, the remaining 41% being spring or mineral water (Belot, 2000).Bottled water is an extremely rivalrous market hence companies need to develop diverse marketing strategies. provided according to campaigners, the planets health may be suffering as a result.A new report warns that peoples thirst for bottled water is producing unnecessary refuse and consuming vast quantities of energy, even in areas where perfectly good drinking water is available on tap.The report, released by the Earth Policy name (EPI), says global consumption of bottled water doubled between 1999 and 2004, reaching 41 billion gallons (154 billion liters) annually.2.7 Bottled Water merchandise in PakistanBefore focalisation on Pakistan in particular, one should note that bo ttled water consumption has by and large grown around the world in the past 30 years, disrespect its high price compared to tap water. Lured by the potential for huge profits, international companies have been trying to induce an international market for bottled water.The bottled water market in Pakistan is witnessing annual growth rates nearing 40 percent. Bottled water in Pakistan is not considered a beverage. drinking processing includes carbonated soft drinks where Pakistan has the lowest per capita consumption in the world, output juices, syrups and juice flavoured drinks (Pakistan Investors Guide, 2004). Drinking water and also bottled water is not considered an important commodity either. Water supply and prices for drinking water and bottled water are not considered under the items in the untoughened Price Indicator, Consumer Price list or Wholesale Price Index. From this perspective it is obvious that Pakistan has low consumption of bottled water. The Government o f Pakistan described the market for bottled water, with 33 million litres of consumption per annum in 1999, as small but growing. It furthermore estimated the consumption for 2003, as 70 million litres or 0.5 litres per capita. The bottled water market in Pakistan has witnessed annual growth rates of 40 percent, and after the introduction of Nestls sheer Life, it had the fastest worldwide growth in bottled water in 2000, at 140% (The Bottled Water Industry of Pakistan, 2004). Recent s estimate a every year consumption of about 2 litres per person bottled water (Nils Rosemann, 2005). Compared with Thailands 43 litres and Philippines 15 litres per capita consumption, this seems relatively low. But taking Pakistans population into account, one has to estimate an annual consumption of 318 million litres. While, sufficient s are not available to prove this 964 percent consumption increase in five years, one is able to conclude that Pakistan is a exceedingly dynamic and lucrative marke t.Market expectations are as high in the retail market of bottled water as in the household and operations sector for bulk water. alike these market expectations, the production of bottled water is also considered quite profitable. It is estimated that a bottle of 1.5 litres has production costs of PKR 12.51 while it is sold for PKR 22 (Nils Rosemann, 2005). The profit is share between producing corporations, with PKR 0.66-0.83, and middleman, with PKR 6.66-7.08. By this standard, the producing corporation makes a profit of 4-5 percent while the middleman makes a profit of 27-30.55 percent. In Pakistans water market, there are approximately 20 permanent players. Official s show an estimated number of 26 corporations, while in summertime time, this number increases up to 70 (Nils Rosemann, 2005). But from the perspective of quality control, PCRWR is witnessing a fluctuation in the market of 50 percent, e.g. half of the brands disappear and are replaced by new brands yearly (PCRWR, 2003). In 2005, PSQCA admitted that 200 companies are selling bottled water in Pakistan, but only 27 are registered as maintaining standards stipulated for the product (Hoti, Ikram, 2005). Nestl itself estimates approximately one hundred fifty water brands, with only 15 registered under the PSQCA scheme (Hoti, Ikram, 2005). Regardless of this data, it is undisputed that Nestl controls the majority of the market (over 50 percent) with its brands Pure Life, AVA and Fontalia, while Danones subsidy 22 Sparkletts holds 12 percent and another local brand BSW has an estimated five percent market share (Nils Rosemann, 2005).Bottled water is not a solution to inadequate water supplies as it is simply not affordable for poor people who lack access to water. A bottled water culture which turns drinking water into a status symbol is not justifiable from the human rights perspective. The Pakistan government is obliged to adopt measures to provide access to safe and sufficient water supplies eve n if that means restraining corporations from turning water into a status symbol to make profits, or from polluting or extracting already depleting groundwater resources.2.8 Bottled water consumption a certain way of lifeSome consumers choose to only drink bottled water we can identify several reasons for drinking bottled water.2.8.1. Consumers care for their health and safetyBottled water is often an alternative to tap water. Consumers often object to the taste of chemicals, particularly chlorine, used to purify tap water. In France, nearly half of them dont usually drink tap water because of its bad taste (IFEN, 2000), as opposed to only 7% in United States (Olson, 1999).Consumers also look for security, in emerging as well as in industrialized countries. They often mistrust their tap water, because of previous bacterial befoulment for instance, and perceive bottled water as being safer than tap water. In India, the hesitation of bad tap water quality, in addition to general and seasonal shortages of tap water, lead people to turn to bottled water. In Pakistan, only tBottled Water Preferences AnalysisBottled Water Preferences AnalysisPrefaceLeaders arent born, they are made. And they are made just like anything else, through hard work. And thats the price well have to pay to achieve that goal, or any goalVincent LombardiAll the knowledge learning and procedures are useless without observations and practical experience. The purpose of this research is to acquaint the business graduate with empirical business practices.As a requirement for Bachelors Degree in Business Administration, I opted to conduct my research on Consumer Preferences of Bottled water, to fulfill my degree requirement. The reason for choosing bottled water was to get practical knowledge about consumer behaviour, so as to provide myself an opportunity to cope with the real life situation.This research covers the aspect about consumers preferences regarding usage of a certain brand of bott led water. The research focuses on the fact that why a consumer uses a specific brand of bottled water. Is it taste, health consciousness, fashion or any other aesthetic factor that makes a consumers use a specific brand of bottled water. The main idea for this research came from the observation, that why a consumer is using only a specific brand of bottled water, regardless of the fact that all the bottled water brands are providing pure and clean water.I felt that the knowledge that I have gained through this experience is an excellent way to think analytically for finding solutions to problems of day-to-day life. The study of consumer behavior and their preferences itself is a massive study comprising of different factors involved. It is impossible to study each one in detail and include everything in the report. However, I studied the consumer behaviour from preferences point of view.I am thankful to all my colleagues and higher ups for their valuable guidance in preparing this report in a presentable fashion. I am also thankful to my parents, teachers and all my friends for their cooperation.MEASURING CONSUMER PREFERENCES FOR BOTTLED DRINKING WATERCHAPTER 01 INTRODUCTION1.1 Background of the studyBottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water and although industrialized countries consumers have, in principle, access to cheap good quality tap water.Bottled water is often an alternative to tap water. Consumers often object to the taste of chemicals, particularly chlorine, used to purify tap water. In France, nearly half of them dont usually drink tap water because of its bad taste (IFEN, 2000), as opposed to only 7% in United States (Olson, 1999).Consumers also drink bottled water because they care for their health . In Europe, there is a long tradition, dating back to Roman times, of spas and of drinking mineral waters for medical purposes. In the 19th century, this activity developed with the fashion for upper classes to go to spas in order to improve their health. Spas owners werent long in understanding that they could increase the wellness of their customers and their own benefits directly supplying them their water in bottles. Until the 1950s, mineral water was sold in drugstores as a health product. It has now become an everyday product. Natural mineral water, now sold in supermarket, doesnt carry along anymore this medical image. People now buy bottled water to feel well, responding to advertising campaigns based on well-being, energy, slimming, fitness etc. Bottled water is a healthy alternative to other beverages. It is calorie-free and attractive for people willing to lose weight one of the sparks that ignited the bottled water fire was the fitness craze that skyrocketed in the earl y 1980 (Sullivan, 1996).Increasing urbanization can also explain this trend for bottled water consumption. In Increasing standards of living and greater use of cars enabled people to buy water in supermarkets and to bring home higher number of bottled water, without difficulty. The use of plastic makes bottles lighter and easier to carry than when they were made of glass. The expansion of shopping centers, outside city-centers, provides consumers with a greater choice in bottled water brands. The explosion of bottled water consumption also reflects deep changes in working habits in industrialized countries, with the decline of the agriculture and industry sectors. In these countries, most people have office works and the bottle of water is now a common element on a desk, next to the computer and the telephone. Drinking expensive bottled water (compared to tap water) is a sign of a rise in the social scale. In addition, bottled water is the result of a huge marketing success.The bott led water market in Pakistan is witnessing annual growth rates nearing 40 percent. Bottled water in Pakistan is not considered a beverage. Beverage processing includes carbonated soft drinks where Pakistan has the lowest per capita consumption in the world, fruit juices, syrups and juice flavoured drinks. Drinking water and also bottled water is not considered an important commodity either. The Government of Pakistan described the market for bottled water, with 33 million liters of consumption per annum in 1999, as small but growing. It furthermore estimated the consumption for 2003, as 70 million liters or 0.5 liters per capita. The bottled water market in Pakistan has witnessed annual growth rates of 40 percent, and after the introduction of Nestls Pure Life, it had the fastest worldwide growth in bottled water in 2000, at 140%. Recent s estimate a yearly consumption of about 2 liters per person bottled water.Bottled water is not a solution to inadequate water supplies as it is simply not affordable for poor people who lack access to water. A bottled water culture which turns drinking water into a status symbol is not justifiable from the human rights perspective. The Pakistan government is obliged to adopt measures to provide access to safe and sufficient water supplies even if that means restraining corporations from turning water into a status symbol to make profits, or from polluting or extracting already depleting groundwater resources.1.2 Purpose of the StudyThis report/study is meant toUnderstand what factors are influencing the consumer preferences to make them purchase different brands of bottled water. Identifying that what are the factors which affect the purchase of a specific bottled water brand.1.3 Research Questions1. What do people expect from their water utility in the context of drinking water services?2. What are consumers priorities?3. What do customers consider acceptable in terms of the product and the service they receive?4. What ar e they willing to accept for the current price they pay?5. Why do people prefer to use a specific bottled water brand in terms of their priorities?1.4 Scope of the WorkScope of this report is limited to businessmen, professionals and students of Peshawar and Islamabad who are well users of bottled water.1.5 Limitations of the StudyExpected limitations of this research can be* Unavailability or Lack of data* Response from people* Limited time* Resource constraint1.6 Research MethodologyThe methodologies used for the research are as follows1.6.1. Sample UnitThe respondents selected were belonging to different social backgrounds and different professions.1.6.2 Sample PopulationThe study was conducted in Peshawar and Islamabad only.1.6.3 Sample SizeA total sample size of 100 respondents was fixed for the research.1.6.4 Sampling ProcedureBecause of the limitations, convenient sampling has been selected, as the name implies, the sample is selected because they are convenient. This non pro bability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.The sampling was on the basis of Judgemental Sampling i.e. Non-Probability Sampling Method was used.1.6.2 DATA COLLECTIONBoth primary and secondary methods of data collection are used in the study.1.6.2.1 Primary DataThe data-collecting tool for primary data was the questionnaire. The questionnaires were compromised of questions about personal preferences of the respondents along with questions on the subject of study. The questions used likert scale and category scale. This enabled the respondents to answer questions by marking most suitable answers.1.6.2.2 Secondary DataThe most important source of secondary data for the study was articles from different websites and previous researches done on internet. Also different books and some related articles in different magazines and journal of marketing served as a source of secondary data.1.7 Scheme of the ReportThe report will comprise of following sectionsChapter 01 IntroductionChapter 02 Literature ReviewChapter 03 Consumer Trust, Confidence and Customer Preferences for Drinking WaterChapter 04 Analysis and FindingsChapter 05 Conclusion and RecommendationsCHAPTER 02 LITERATURE REVIEW2.1 IntroductionThe global water shortage of affordable and safe drinking water is manifested in Pakistan with an estimated 44 percent of the population without access to safe drinking water. In rural areas, up to 90 percent of the population may lack such access. As one indication of the magnitude of the problem, it is estimated that 200,000 children in Pakistan die every year due to diarrhoeal diseases alone (UN Systems in Pakistan, 2003). Drinking bottled water reflects not just a certain way of life in the rich North but a necessity and the only option for safe water in the South. Beside official s, there should be no doubt that the majority of the Pakist ans population is exposed to the hazard of drinking unsafe and polluted water. In an effort to improve this situation, many consumers in Pakistan have to turn to bottled water as a first alternative to drinking unfiltered tap water or contaminated water of other sources where no public drinking water service exists (GOP, Pakistan Environment Protection Agency, 2003).However, bottled water is a very expensive alternative and not always healthy because of infrequent testing for contaminants and sporadic inspection of processing plants. Bottled water should not be considered as a substitute to a sufficient service with drinkable tap water, but it is due to lack of access to water services or to bad quality of available resources (WHO, 2000). Bottled water consumption has been steadily growing in the world for the past 30 years. It is considered as one of the most dynamic sectors of all the food and beverage industry, where consumption in the world increases by an average 12% each year, in spite of its excessively high price compared to tap water (UNESCO, 2003).Bottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water and although industrialized countries consumers have, in principle, access to cheap good quality tap water. This research report aims to provide background information on bottled water, the use of bottled water in order to understand the reasons of a trend that goes beyond a simple fashion and turns to be a real social phenomenon. It will first identify existing types of bottled water although they seem very much alike, bottles of water dont contain the same product. The increase in bottled water consumption has boosted the bottled water industry and market trends show very promising perspectives for the future. This r eport will then identify the major reasons why consumers choose to buy specific expensive bottled water rather than drink tap water. It will finally analyze the impact this industry has on the environment.2.2 Water Global Trends and Pakistans StruggleWater is essential for human beings to survive and develop. At the same time, water is a scarce good, and shortage sometimes results in crises. Both facts lead to the simple conclusion that lack of water hinders development and a dignified life. This can be assessed from global trends, as well as from Pakistans national and local struggles for better access for people to safe and sufficient drinking water.2.3 Water A Global but Scarce GoodAccording to s published by the United Nations, subsidiary organizations and other international organizations, 1.1bn people are without a sufficient access to water, and 2.4bn people have to live without adequate sanitation. Under current trends, the prognosis is that about 3bn people of a populatio n of 8.5bn will suffer from water shortage by 2025. 83% of them will live in developing countries, mostly in rural areas where even today sometimes only 20% of the population have access to a sufficient water supply (Guiss, El Hadji, 2004). This actual lack of water is opposed to the theoretical conclusion that there is enough ground water existing in all regions of the world to guarantee an adequate water supply for all people. According to international law, in the case of concurring water users, the socio-economic priorities have to rest on human development and social interests of the people (UN, 1997). However, only 6% of global freshwater is used by households, while 20% is utilized industry and another 70% by agriculture. The conclusion drawn from these framework conditions is that water shortage and the unequal distribution of water are global problems rather than regional problems that require international solutions. Insufficient supply of drinking water is the main cause of diseases in developing countries. Already in 1997, the United Nations Commission on Sustainable Development concluded that 2.3bn people suffer from diseases rooted in insufficient water provision and quality (UN, 1997). More than five years later, it was estimated that 2.4bn people were suffering from water related diseases, and the World Health Organization reckons that 80% of all infections are traceable to poor water conditions. 5,483 people die daily of water caused diarrhoea 90 percent are children under five. Taking into account all water related diseases and deaths, international organizations estimated in 2001 that 2,213,000 people died because of inadequate water supply ten times more than the tsunami disaster caused in December 2004 (UNESCO, 2003).2.4 Poverty and Access to Water in PakistanIt is acknowledged that lacking safe and sufficient drinking water as with other basic needs such as food, shelter and education is not a geographical but social problem. Being po or or rich is mainly decided by birth, and poverty perpetuates itself from generation to generation. Development strategies should be judged by their effort to break through this vicious cycle. Single indicators, such as literacy rates or households with access to water, are a litmus test for such an assessment.2.4.1 Access to Water in PakistanPakistan is an Islamic Republic, whose aim is to enable its Muslim majority to order their lives in the individual and collective spheres in accordance with the teachings and requirements of Islam as set out in the Holy Quran and Sunnah (Constitution of the Islamic Republic of Pakistan, 1973). Water is recognized in Islamic teachings as a vital resource, of which everyone has the right to a fair share. Following the Hadith, it is reported that the Prophet Muhammad (PBUH) said Muslims have common share in three (things) grass, water and fire (Abu-Dawood 3470). Furthermore, the Holy Quran warns human beings against unfair distribution of common goods and the majority of scholars agree that Islam forbids speculation, manipulation and unbalance profit with a common good such as water (Faruqui, Naser I, 2001). In 1995, UNDP counted Pakistan as country having among the highest water potential per person out of 130 countries that should dramatically improve its water situation to overcome the current crisis and prevent future ones (IRIN, 2001). Obviously, Pakistan failed to make any improvement. In 2003, the United Nations dropped Pakistans ranking, because its total renewable water resources per capita per year have been estimated as 114th out of 180 countries (UN, 2003). Only three percent of Pakistans sweet water resources are used for household purposes and drinking (GOP, Pakistan Ministry of Water and Power, 2002). Therefore the debate about access to water in Pakistan is dominated by irrigation disputes, mega-projects of dams and canals, and climate change. The focus is on water for agriculture rather than for people (UND P, 2003). This production oriented perspective continues in the debate about groundwater use and extraction. It is estimated that surface water meets only 75-80 percent of crop water requirements. As a result, groundwater is merely seen as a reserve water source for irrigation and food production, as well as the major factor for the growth of agricultural production in the late 20th century (World Bank, 1996).With regard to the availability of safe and sufficient drinking water, Pakistan lacks reliable statistics. While data about the availability of water and field studies about water quality exist, there is no sufficient data that take both into account. Official data about the access to drinking water vary between 60 and 90 percent of households. In rural areas where a decline of households with access to water is documented s about availability differ between 10 and 53 percent. Differences in these statistics mainly emerge from the inclusion or exclusion of households that rel y on privately owned wells and supply systems (Pakistan Mouza Report, 1998).In addition, having access to water in Pakistan is not similar with having access to safe and sufficient water supply. Pakistans water quality ranks as 80th out of 122 nations. Pipe water in Pakistan is contaminated either because of leakages with all sorts of bacteria or due to geological conditions and insufficient purification, with abnormally high levels of arsenic and elevated fluoride (IRIN, OCHA, 2004). Water, extracted by hand pumps the major water source in rural areas is mainly brackish water and not sufficient for drinking and cooking. The Pakistan Council of Research and Water Resources (PCRWR) estimate that almost 50 percent of urban water supply is insufficient for drinking and personal use (GOP, Pakistan Council of Research and Water Resources, 2004). According to a research which took data about availability and quality into relation and concluded that an average of 25.61 percent of Pakista ns 159 million inhabitants has access to safe and sufficient drinking water (Nils Rosemann, 2005). This calculation shows that in rural areas only 23.5 percent and in urban areas approximately 30 percent can use their source of water without jeopardizing their health. These findings come close to a conclusion by independent experts who predicted that already in 2001, with prevailing consumption rates and a population growth of 4 million people per year, one out of three people in Pakistan would face critical shortages of water, threatening their very survival. The Government of Pakistan estimated with regard to diarrhoea that this mainly water related disease accounts for 14 percent of illnesses for children under five and for seven percent of all disease in people age five and older (GOP, Pakistan Ministry of Economic Affairs and Statistics, 2004). The Pakistan Council of Research and Water Resources (PCRWR) assesses that 40 percent of all reported illnesses are water-related. It i s estimated that 200,000 children in Pakistan die every year due to diarrhoeal diseases alone (UN Systems in Pakistan, 2003). Unsafe water affects mainly rural and urban poor, who suffer above the average from sickness and water related diseases. (GOP, Pakistan National Human Development Report, 2003).2.5 About Bottled WaterThe term bottled water seems to tell that any bottle containing water, however there are important differences all bottles dont contain the same product. There is very little in common between natural mineral water and purified water, as the chemical compositions or the treatments these waters can undergo respond to very different criteria that can change from one country to another. In some cases bottled water is merely bottled tap water.2.5.1 Industry DefinitionsSeveral terms are commonly used to describe the products of the bottled water industry, including some of the following* Artesian water bottled water from a well that taps a confined aquifer (a water-b earing underground layer of rock or sand) in which the water level stands at some height above the top of the aquifer.* Fluoridated Water often used as a health focused drink for growing children, it contains fluorine within permissible limits.* Ground water obtained from underground sources, pumped out using pressure that is equal to or more then atmospheric pressure.* Mineral water An extremely specific product that must meet certain criteria. Defined as water with at least 250 parts per million total dissolved solids. The source of water is either ground water or a spring.* Purified water or drinking water is water taken from rivers, lakes or underground springs that has undergone some form of treatment. It can be produced by distillation, deionization, reverse osmosis or other suitable processes. It can be chemically treated in order to have some components disappear. It is basically de-mineralized water from public sources. Purified water is actually a manufactured product. * Sparkling water water injected with carbon dioxide* Spring water water obtained from an underground formation from which water flows naturally to the earths surface.* Sterile water water that meets the requirements specified under government or other sterility tests.* Well water water from a hole bored, drilled or otherwise constructed in the ground which taps the water of an aquifer. (IBWA, 2000)If these waters contain the minimum required mineral content according to US standards, they can be called mineral waters. So many different categories of bottled water, changing from one country to another, are not easy for consumers to differentiate.2.5.2 What is Distilled Water?Distillation is a process that leaves water free of minerals. Distilled water has been brought up to a boiling temperature. The steam is captured and is cooled, which condenses it back into a liquid form. When the water turns to steam, anything heavier than water (like minerals, or unwanted organic matter) i s left behind. Thus, distilled water only contains water. Distilled water is good to use in appliances such as coffee makers because since it contains no minerals it does not leave behind lime scale.2.5.3 PackagingPackaging used for water can have very different shapes and colours and are made of different materials. For a long time, bottled water was only available in glass, a very good but heavy material. At the end of the 1960s, bottlers started to use packaging made of PVC (vinyl polychlorure). In the 1980s, a new kind of plastic started being used PET (polyethylene terephtalate). PET is progressively replacing PVC because of its numerous advantages.Plastic, either PVC or PET, is the most frequently used material to make bottles of water about 70% of the bottles used for natural mineral water are made of plastic. Bottles usually contain 33cl, 50cl, 1 litre, 1.5 litre, 2 litres or 5 litres. The biggest packaging for bottled water is a 5-gallon carboy (about 20 litres).Packaging i s an essential part of bottled water marketing strategies. The packaging makes the brand. The brand makes the packaging. A product must have visibility to sell its presentation refers to notions such as service, security, hygiene (Miquel, 1999). In some cases, such as Kinley, it is even possible to recognize the brand of the bottled water thanks to the shape and colour of its packaging. Some brands have reshaped their bottles in order to make them look like the marketing message they are supposed to carry. Many bottles, for instance, now high mountains not only on the labels but also on the plastic itself.The packaging is an important part of the bottled water marketing success. All types of bottles coexist and are regularly reshaped in order to better catch consumers attention.Marketing and advertising campaigns are essential to differentiate the product and attract consumers. Brands tend to associate with specific activities sport, fitness, slimming, fashion, etc. For the last 50 years, Evian has been the water of babies, emphasizing that its low mineral concentration is suitable for them. The brands marketing strategy capitalizes on infants, from the pink colour of its labels to advertising campaigns.2.6 Bottled water market trends and Planets HealthThe world bottled water market amounts to an annual volume of 89 billion litres, which represents an average 15 litres of bottled water drunk yearly per person (Danone, 2000).Western Europeans are the major consumers, drinking nearly half of all the world bottled water, with an average of 85 litres/person/year (Sollberger, 1994). In United States, 54% of Americans regularly drink bottled water (Olson, 1999). More than half (59%) of the bottled water drunk in the world is purified water, the remaining 41% being spring or mineral water (Belot, 2000).Bottled water is an extremely competitive market hence companies need to develop diverse marketing strategies.But according to campaigners, the planets health may be s uffering as a result.A new report warns that peoples thirst for bottled water is producing unnecessary garbage and consuming vast quantities of energy, even in areas where perfectly good drinking water is available on tap.The report, released by the Earth Policy Institute (EPI), says global consumption of bottled water doubled between 1999 and 2004, reaching 41 billion gallons (154 billion liters) annually.2.7 Bottled Water Market in PakistanBefore focusing on Pakistan in particular, one should note that bottled water consumption has generally grown around the world in the past 30 years, despite its high price compared to tap water. Lured by the potential for huge profits, multinational companies have been trying to create an international market for bottled water.The bottled water market in Pakistan is witnessing annual growth rates nearing 40 percent. Bottled water in Pakistan is not considered a beverage. Beverage processing includes carbonated soft drinks where Pakistan has the lowest per capita consumption in the world, fruit juices, syrups and juice flavoured drinks (Pakistan Investors Guide, 2004). Drinking water and also bottled water is not considered an important commodity either. Water supply and prices for drinking water and bottled water are not considered under the items in the Sensitive Price Indicator, Consumer Price Index or Wholesale Price Index. From this perspective it is obvious that Pakistan has low consumption of bottled water. The Government of Pakistan described the market for bottled water, with 33 million litres of consumption per annum in 1999, as small but growing. It furthermore estimated the consumption for 2003, as 70 million litres or 0.5 litres per capita. The bottled water market in Pakistan has witnessed annual growth rates of 40 percent, and after the introduction of Nestls Pure Life, it had the fastest worldwide growth in bottled water in 2000, at 140% (The Bottled Water Industry of Pakistan, 2004). Recent s estimate a yearly consumption of about 2 litres per person bottled water (Nils Rosemann, 2005). Compared with Thailands 43 litres and Philippines 15 litres per capita consumption, this seems relatively low. But taking Pakistans population into account, one has to estimate an annual consumption of 318 million litres. While, sufficient s are not available to prove this 964 percent consumption increase in five years, one is able to conclude that Pakistan is a highly dynamic and lucrative market.Market expectations are as high in the retail market of bottled water as in the household and operations sector for bulk water. Besides these market expectations, the production of bottled water is also considered quite profitable. It is estimated that a bottle of 1.5 litres has production costs of PKR 12.51 while it is sold for PKR 22 (Nils Rosemann, 2005). The profit is shared between producing corporations, with PKR 0.66-0.83, and middleman, with PKR 6.66-7.08. By this standard, the producing corporatio n makes a profit of 4-5 percent while the middleman makes a profit of 27-30.55 percent. In Pakistans water market, there are approximately 20 permanent players. Official s show an estimated number of 26 corporations, while in summer time, this number increases up to 70 (Nils Rosemann, 2005). But from the perspective of quality control, PCRWR is witnessing a fluctuation in the market of 50 percent, e.g. half of the brands disappear and are replaced by new brands yearly (PCRWR, 2003). In 2005, PSQCA admitted that 200 companies are selling bottled water in Pakistan, but only 27 are registered as maintaining standards stipulated for the product (Hoti, Ikram, 2005). Nestl itself estimates approximately 150 water brands, with only 15 registered under the PSQCA scheme (Hoti, Ikram, 2005). Regardless of this data, it is unquestioned that Nestl controls the majority of the market (over 50 percent) with its brands Pure Life, AVA and Fontalia, while Danones subsidy 22 Sparkletts holds 12 perce nt and another local brand BSW has an estimated five percent market share (Nils Rosemann, 2005).Bottled water is not a solution to inadequate water supplies as it is simply not affordable for poor people who lack access to water. A bottled water culture which turns drinking water into a status symbol is not justifiable from the human rights perspective. The Pakistan government is obliged to adopt measures to provide access to safe and sufficient water supplies even if that means restraining corporations from turning water into a status symbol to make profits, or from polluting or extracting already depleting groundwater resources.2.8 Bottled water consumption a certain way of lifeSome consumers choose to only drink bottled water we can identify several reasons for drinking bottled water.2.8.1. Consumers care for their health and safetyBottled water is often an alternative to tap water. Consumers often object to the taste of chemicals, particularly chlorine, used to purify tap water. In France, nearly half of them dont usually drink tap water because of its bad taste (IFEN, 2000), as opposed to only 7% in United States (Olson, 1999).Consumers also look for security, in emerging as well as in industrialized countries. They often mistrust their tap water, because of previous bacterial contamination for instance, and perceive bottled water as being safer than tap water. In India, the suspicion of bad tap water quality, in addition to general and seasonal shortages of tap water, lead people to turn to bottled water. In Pakistan, only t

Analysis of the Retail Industry in India

abbreviation of the Retail Industry in IndiaMany changes prolong occurred in the market purlieu in recent years. Undoubtedly, the marketing environment go forth conduct to evolve and change, often in very signifi quartert ship privyal, in the approaching years. Shifts in consumer behavior, competitive strategies, government regulations or other aspects of the marketing environment undersurface profoundly affect the fortunes of a sell arena. Besides these remote forces, the industries whitethorn engage in a variety of activities and changes in strategical focus or direction that may necessitate minor or major adjustments. The seek aim is to highlight the up-to-the-minute situation of the Indian Retail Industry as surface as to provide incidents and figures regarding the probable loopholes and the scope for augmentation.During the recent years of globalization, economies in Asia and the Pacific grew rapidly until the current global economic and financial crisis app e bed in mid-2007. This acceleration of development, in which multinational trade has played an definitive role, has helped Asian and Pacific countries to make awful strides in economic development (ESCAP, 2009). At the comparable cadence, empirical point suggests that in whatever supply-constrained larger economies in Asia and the Pacific, such as China, India and Indonesia, wealthiness by dint of trade has been accompanied by rise in inequality.The fundamental aim of the paper would be to analyze the sell sedulousness in India and to understand the issues prevailing in this intentness and the future prospective of the sell fabrication. The aim of the paper would be to answer the fol littleing explore ch on the wholeengesIs Indian sell industry sustainable?How does the Indian retail industry postulate with the industries all around the World?Is the retail industry more effective than other industries in India?Does the involvement of government in this industry is passing(prenominal)?What improvements could be made in the Indian retail industry ?The books ReviewLike some other retail industries the Indian industry is divided in two sectors i.e. organised and unintegrated one. The organised pct deals with the trading activities practiced while possessing licenses and having registrations for sales and income tax. This division includes corporate plunk for hypermarkets and retail chains and the privately owned large retail businesses. Secondly, the unorganized one who practices tralatitious style of low-cost retailing manage securities industry stores named as Kiriana Stores, general stores, Paan / Beedi shops, convince stores, hand carts and pavement, vendors, etc. Moreover, the traditional markets be preparing to ad select new images like departmental stores, specialty stores and supermarkets.The Indian retail sector is greatly split with 97 % of its cosmos executed by the unorganized retailers like the traditional family run st ores and corner stores. The organized retail except is at a very embryonic stage although crusades argon existence made to boost its share. The sector is the largest source of employment aft(prenominal) agriculture, and has deep penetration into rural India generating more than 10 % of Indias GDP.The detail of Chinas retail sector becoming saturated, international retailers considers India as the last retailing barrier left. Though, the Indian Government restrictions on the FDI are creating uncertain(p)ties among the international players like Walmart, Tesco and umteen other retail giants struggling to enter Indian markets. As of directly the Government has offered scarce 51 per cent FDI in the sector to one-brand shops like Nike, Reebok etc. Therefore, other international players are taking alternative ways to pierce the Indian retail market indirectly via strategic licensing pledge, franchisee agreement and cash and carry wholesale trading (since 100 per cent FDI is all owed in wholesale trading).The structure of Indian retail is emerging swiftly with obtain malls becoming increasingly common in the large cities and development programs being count oned at 150 new shopping malls by 2008. However, the traditional formats like hawkers, grocers and tobacconist shops continue to co-exist with the modern formats of retailing. Modern retailing has helped the companies to augment the consumption of their products for example Indian consumers would normally consume the rice change at the nearby kiranas viz. Kolam for daily use. With the introduction of organized retail, it has been recognise that the sale of Basmati rice has gone up by four time than it was a few years back as a victor quality rice (Basmati) is now available at almost the same price as the normal rice at a local kirana. Thus, the way a product is displayed and promoted influences its sales. If the consumption continues to grow this way it sight be said that the local market woul d go through a metamorphoses of a change and the local stores would soon become the things of the past or restricted to last minute unplanned buying.Research Methodology fundamentThis section spells out the procedures and the rules that the interrogationer can employ in achieving the object lenss of the project so highlighted in the abstract of this paper. It defines location of the subscribe to, seek procedures and analysis plan that would be put in consideration when carrying out this particular seek. The interrogation is supposed to start with the clear understanding of the search objectives as well as the hypothesis. Success of the project will depend on the preparation of satisfying instruction in line with the objectives and hypothesis (Myers, 2002).The objective of the seek just as a recap is to identify the effective mechanisms risk of infection characterisation and fnncl constitution considering the nlyss of mrgng markets used in order to gain the competitive. It is important to none here that this search was mainly based on the interrogatorynaire still though other search modeologies were briefly discussed. Sample questionnaire used is as shown in the appendices.Research methodology is a master plan specifying the methods and procedures for pile up and analyzing the information. It is a strategy or blueprint that plans the action for carrying through the inquiry project entropy. A research design involves a series of demythologized decision-making choices depending upon the various options available to the researchers. Broadly it is composed of different elements like the get of the study, the unit of analysis, time dimension, mode of observation, sampling design, observation tools, selective information processing, and information analysis. Mainly two techniques of research, Qualitative and numerical are utilized. Though twain of the methods have their own significance, the use of exploratory quantitative research design for this study appears to be enamor.Research DesignResearch is an endless effort for truth. It certainly bring to light new knowledge or corrects earlier errors and misconceptions and transmits to the existing body of knowledge in an orderly manner. The research was aimed at highlighting the significance of branding for an organization and to evaluate the importance being given at pizza hut setup. This part deals with procedure reside to conduct the study. The researcher had to depend on the related literature and structured questionnaires. Descriptive selective information were typically undisturbed through a questionnaire fall out, an converse or observation.Primary research.Primary research is the collection of data that does not exist. This can be through numerous forms including questionnaires, telephone conversations, surveys, etc. As pertained to this project, the primary sources would likely be the risk exposure and fnncl policy considering the nlyss of mrgng market s. The major virtue with conducting primary research is that it accurate. However, the disadvantage of primary research is that it may be time consuming, as it involves dealing with people from various regions, the kind-hearted sources may only become resourceful out of their own willingness, and this may take them quit sometimes before making up their minds to single out you what they know or give you their side stories about your questions (Focardi Fabozzi, 1998).Secondary research on the other hand is the collection of existing data, that is, in crinkle to primary research. For example research on experiments or specific subjects. The merit of secondary research is that its not time consuming however a disadvantage is that the information retrieved may not be pertinent.Data ingatheringIn research studies, the source of data is two-fold. Data comes from the inner initiation of libraries as well as from the outer world of human being. It is either the shelved data or it is the data acquired live from the people involved in the study. This research being in the marketing, and the prime subject of the study is retail sector, the researcher aims to collect data mainly from the respondents.After considering the various methods of data collection such as ethnographic style, survey, experimental style, and narrative enquiry, a questionnaire survey was chosen as it allows the collection of highest opinions at bottom the time crossbreed of the project as well as the fact that the results could be accurately mapped and correlated to provide quantitative information.Choice of research philosophy other aspect that is of great significance in this research would be the research strategy. Its the research strategy shows which methods a researcher adapts to answer the research objectives or questions. There are types of research strategies that can be employed in conducting a research study. These include experiments, model studies, survey, hypothetical perspec tives, cross-sectional and longitudinal studies. It is imperative to examine some of these strategies while paying particular worry to the case study method which will be applied in this particular research.Survey is another important research strategy that has was customary in conducting this research. Surveys allow the collection of a large amount of data from a large population .This implies that the researcher can conduct surveys and question specific groups of people to obtain large amount of information relevant to the subject of the survey. The data is usually collected from the people either via questionnaire or orally. The part of the survey was to establish and analyze views of respondents in order to construe what they think about particular situation, case or statement. However, despite the fact that the views from a large number of respondents can be gathered through the survey strategy, the data obtained may not all reflect to the objective of the research at depth (Kendrick, 2009).Case study is a research strategy which involves investigation of a particular contemporary phenomenon in the true(a) life situation using multiple sources of evidence. More elaborate news report on the nature of the case study as a research strategy was given by Frenkel, Hommel, Dufey Markus, (2005). in whose view case study represents a specific way of hive away, organizing, and analyzing data. Grounded theory represents a strategy which posits that the data is collected through observations and compared to various theoretical frameworks in order to dis disguise which of the data is the most appropriate. This leads the researcher into making predictions about the studied phenomena foregoing to putting the findings into test. However, the aim of grounded theory is to make studied data records well-developed and understood and to verify relationships between the findings and the case study in question (Frenkel, Hommel, Dufey Markus, 2005).QuestionnairesThis research was mainly carried out by the use of a questionnaire. The questionnaire enabled the information to be gathered from many respondents who were directly involved in risk exposure and fnncl policy considering the nlyss of mrgng markets. enjoyment of a questionnaire as a quantitative method for collecting data from the sources is the most appropriate method of collecting mess hall responses and as such, providing a good method of comparative analysis. The questionnaire will cover a number of data sources to find out opinions and views regarding the planning strategies infallible in risk exposure and fnncl policy considering the nlyss of mrgng markets. Designing good questionnaires requires epoch-making skills and experience. The researcher embarks on the study by setting up survey questionnaires that address issues relevant to the interviews conducted. It is important to pilot or test the questionnaire as fully as possible before distributing them to the interviewees to fil l them. A savor questionnaire is like the one shown in the appendices below. This questionnaire enabled elaborate information to be obtained from the players in the restaurant industry (Lam, 2003).InterviewsIn order to achieve the purpose of the investigation, the let on focus lies on finding out which techniques should be applied. Interviews were the best method for understanding this research. A respondent interview is one where the interviewer directs the interview and the interviewer responds to the questions of the researcher. And to add more weight on this observation, Borodzicz, (2004). added that the standard survey interview is itself essentially faulted and that it consequently cannot serve as the ideal ideological model against which to pass judgment other approaches. He Borodzicz, (2004).also elaborates by describing interviews as the verbal exchange of information between two or more people for the principal purpose of one person or group gathering information from the other. And that tackle structured interviews enable one to fix and lock circumstances in order to collect appropriate data while remaining pliable and responsive (Borodzicz, 2004).In order to analyze the psychological and behavioral reasons for decisions of the sources, the collected primary data should be collected through the distribution of questionnaires. They however emphasized it is very important to note that questionnaires should reach the right people, to allow for an appropriate amount of information to be collected. Different types of interviews that the researchers may opt to apply to their studies. The three are inclusive of structured interviews, semi-structured interviews, and unstructured interviews. (Pritchard, 2005). incorporated interviews consist of closed-ended questions, where the structure of the questions, responses and the interview itself is decided prior to the interview. The interviewer has more discover over the responses, and can lead the inter view into the direction they want. However, the responses received are limited. Semi-structured interviews consist of closed and/or open-ended questions, allowing the interviewer to have some control over the responses and the interview. Although the open-ended questions allow the interviewee to express themselves and encourage them to present their views and opinions. shapeless interviews consist of open-ended questions that do not restrict the interviewees responses, therefore collecting a wide range of information. This kind of interview is more refined in-terms of the questions being asked and their ordering, all depending upon the interviewees responses. After considering these different types of interviews, Questionnaires are considered more utilitarian for this study. This is necessary, as it allows gaining a deeper understanding of the participants views. In the usage of the interview the steering of organizations in mrgng markets were interviewed to get there view on how they operate (Silva, 1995).Data Analysis ProcessThe process involves the researched applying reasoning in order to understand and interpret the data collected. In simple descriptive research, analysis may involve determining consistent patterns and summarizing the appropriate details revealed in the investigation (Zikmund, 2003, P. 73).Sectors of the market chosen to research and why you chose these sectorsUse of research tools such as questionnaires, interviews, relevant journals, designicals and data sampling and machines would be utilized in the process conducting the interview. Experts would be needed to conduct the research.In implementing the activities, both the quantitative and qualitative approaches was considered, where by qualitative data are those that would be based on the spoken words while the quantitative data would be generated from the overall data collected based of true statement and efficiency The research project was scheduled to run for a period of one year and a few Months within which industries in mrgng markets would be put under scrutiny and rigorous investigations to line up the objectives of the research.Research validity and reliabilityA debate about the findings of the antecedent literatures on retail industry considering the nlyss of mrgng markets inevitably includes a discussion of research, normally referring to the way in which the data were collected. This research being a phenomenological, all questions are related to theoretical characteristics discussed in literature preview. The process would therefore be accurate in collecting, analyzing and sampling data hence the validity of result would be rather high. Considering that there are many different aspects of validity, which influence the validity of the research in general.Relationship between your research aim, research questions, research objectives and research methods.The methodology which was exploited here mainly through the questionnaires and the interviews were most appropriate as they enabled the most information to be obtained. Many respondents could be reached within a short period of time while sampling enabled a comparison to be carried out on the different organizations in mrgng markets. They helped in the real understanding on retail industry considering the nlyss of mrgng markets has actually been carrying out its activities which have actually helped it in realizing a competitive in the market (Borodzicz, 2004). evaluate OutcomesThe retail industry in India is currently growing at a great pace and is expected to go up to US$ 833 meg by the year 2013. It is further expected to reach US$ 1.3 zillion by the year 2018. As the country has got a high growth rates, the consumer using up has also gone up and is also expected to go up further in the future. In the last four years, the consumer spending in India climbed up to 75%. As a result, the India retail industry is expected to grow further in the future days. Despite the fact that the Indian retail market is expected to grow but some challenges are still required to be addressed. These challenges include the deficiency of fit infrastructure amenities, elevated prices of real estate, divergence in consumer groups, tax structure, limitations in Foreign Direct Investment (FDI), shortage of trained manpower and low retail management skills.The research will focus to highlight all the challenges being faced to the Indian retail market and to suggest the strategies and methodologies to render these challenges. The effective management of above said challenges will not only enable to achieve the projected growth in the retail sector but will also enable to enhance the factor of symmetry in growth.Appropriateness of triangulation to researchThe essence of applying triangulation is for the sake of indications of applicability of some(prenominal) methods (excess of two) in the course of the study in consideration of checking double or even triples results che cking otherwise known as cross examination. The idea git the concept is for the researcher to express a high degree of trust in consideration of the results of diverse methods that give similar results. In case a single method was applied by the researcher, there is a higher tendency of believing that the results are valid. The use of more that a single method may result to a clash of the results. The application of about three methods attempting to derive an answer may lead to a similarity of answers from two out of the three methods used. In case of an occurrence of a crash there is then a need of reframing the question (HSE, 2006).Limitations of the researchLimitations are usually present in every research and these limitations actually tarnish the results of the research. Certain limitations are also associated with this research. One of the biggest limitations of this research is lack of budget and lack of time. Besides that there are certain other limitations like the non-s erious attitude of the respondents might tamper the entire results of the research. The interviews that will be conducted and the questionnaire cannot be fully utilized in this scenario because the respondents are not serious in their attitude when they are filling out the questionnaires or when they are giving the responses to the researcher. The lack of time given by the respondents can also be another limitation of this research. If the respondents have lesser time than it is highly probable that they might not take the research correctly and ultimately the final results of the research would be affected in this scenario. Finally, it can be said that certain chunks or sources of secondary research can also be treated as a limitation of the research. This is because of the fact that these sources are not valid or they are not updated therefore the data that is attained from these sources might affect the entire results of the research. Therefore, the researcher should take utmost care about all these constraints and try to minimize it.