CONTENTS

S. No.

Chapter Name

Page No.

1.

Introduction

3

1.1

Statement of Problem

5

1.2

Aim

6

1.3

Objective

6

1.4

Limitations

6

2.

Methodology

7

2.1

Data Gathering

10

2.2

Data Analysis

10

3.

Findings

11

4.

Summary

23

5.

Conclusions and Recommendation

25

6.

Bibliography

27

7.

Annexure-I

28

CHAPTER-1

INTRODUCTION

About 10 per cent of the rural and urban population does not have access to regular safe

drinking water and many more are threatened. Most of them depend on unsafe water sources

to meet their daily needs. Moreover, water shortages in cities and villages have led to large

volumes of water being collected and transported over great distances by tankers and

pipelines Chemical contaminants namely fluoride, arsenic and selenium pose a very serious

health hazard in the country. It is estimated that about 70 million people in 20 states are at

risk due to excess fluoride and around 10 million people are at risk due to excess arsenic in

ground water.

If we look at the present scenario, we are leading towards crisis. In the urban areas about 60%

of the population is depended on surface water sources, the availability and quality are

questionable.1

Fresh drinking water that is available from the natural water bodies are however not that pure.

They are not directly consumable since there are numerous parasites and bacteria that make

their home in fresh water where there is good plankton abundance.

Among the water related diseases diarrhoea, jaundice, typhoid, hepatitis are prevalent in our

country. While access to drinking water in India has increased over the past decade, the

tremendous adverse impact of unsafe water on health continues. It is estimated that about

1"the effects of impure drinking water" 2011. eHow.com. February 2012

<http://www.ehow.com/info_8247400_effects-impure-drinking-water.html#ixzz1pxIJZIYW>.

21% of communicable diseases in India are water related. Over 37.7 million people inIndia

are affected by water-borne diseases due to contaminated drinking water supply.

According to Water Tech Online, about 3 percentile of people in India suffer from hepatitis B

while 2 percentile are affected by hepatitis C. These diseases result from poorly conditioned

or contaminated water.Globally, almost 1.9 million children die each year from diarrheal

diseases caused by unsafe drinking water, inadequate sanitation facilities and poor hygiene

each year. It is the second largest cause of child mortality, after respiratory infections,

accounting for 15 percentile of child deaths globally, and 18 percentile of child deaths in the

poorest countries.

Compiled through collaboration between the government and the international non-

governmental organisation (NGO) Water Aid the new figures belie official claims that 94%

of rural and 91% of urban populations now have access to safe drinking water (Water org.

India).

With more and more Indians becoming aware of the hazards of drinking impure water, the

demand for effective water purifiers is growing rapidly. The majority of intestinal disorders

and infections are caused by water borne micro- organisms. As a result, the number of

consumers looking for reliable purification options is increasing not only in the metros but

also in towns across India. Boiling is one of the oldest methods of purifying water and is said

to kill most micro- organisms.

Nowadays the filters are using the method of osmosis and reverse osmosis in order to

produce the purified water. Most households are presently using such filters instead of the

candles that were previously used made of sand and clay.Affordability is still a limiting

factor, especially among the lower segments of the middle classes. However, as most water is

sold by the bottle, it is not so obvious that one pays 300 to 500 times more for bottled than for

tap water.

Bruce and Gnedenko (1998) finds that medium and high income levels significantly affect

households’ decisions to adopt home purifications measures.2

2"Water tech online: regional water needs around the world" November 2010. Water tech online. March 2012

<http://www.pedi.org.pk>.

What is evident is that in the last 15 years a massive shift has occurred among the middle

classes in Asia from not boiling to boiling or filtering water and, increasingly, to the

consumption of bottled water. Among the middle classes, the penny have dropped they know

that drinkingunfiltered water is unsafe, and they are willing to pay considerable prices toavoid

it.

STATEMENT OF THE PROBLEM

Many female move to buy the Garnier Light cream to see the advertisement in print medium.

by the ad of garnier light people suffer from various health problems due to intake of, impure

drinking water. Diarrhoea, jaundice, typhoid, hepatitis, etc., are prevalent in our country. It is

estimated that about 21% of communicable diseases in India are water related.

Cases of diarrhoea, typhoid and gastroenteritis were reported from various parts of the

Varanasi city (TOI, Sept, 2011).

Though you don't absolutely require a visual, it will help draw attention to your ad.

Research indicates that 70% of people will only look at the visual in an ad, whereas

only 30% will read the headline.(ADBUSTERS;media foundation)

About Tata Motors History :- Established in 1945 . India's largest automobile company, with consolidated

revenues of Rs.70,938.85crores (USD 14 billion) in 2008-09 . Over 4 million Tata vehicles ply on Indian roads.

The first company from India's Engineering Sector to be listed in the New York Stock Exchange (September

2004) Friday, November 27, 2009 4 Marketing Management

The Nano will have no television campaigns, instead relying on innovative use of printed media,

radio spots and other media such as the Internet. Marketing strategies of Tata Motors include the

usual boring stuff like incorporating Tata Nano news into newspapers and creating Nano

newsbreaks on the radio. Some of the more interesting marketing strategies of Tata Motors

includes Tata Nano news crawling across as ticker messages at the bottom of your TV (I thought

they said no television ads?) as well as new online Tata Nano games, Tata Nano Internet

chatrooms, irritating Tata Nano pop-ups on major websites and even some in-depth Tata Nano

conversations for users to join in on Facebook, Orkut and other blogspaces.(business

AIM

The aim of this study was to find out the effectiveness of ‘Tata Nano’advertisement in three

of the newspaper amongin Varanasi. Study also considered the suggestions of female for the

improvement of this advertisement. various health problems caused due to intake of impure

drinking water and also focused into the intentional and motivational factors behind using

safe drinking water.

OBJECTIVES

The objectives of this study were to:

Find out the effectiveness of Tata Nano advertisement;

Determine the writing style of the advertisement;

Find out the target audience; and

Ascertain the awareness for health problems caused by impure water.

LIMITATIONS OF THE STUDY

A small size of, 40 sample was taken under studyas a large number of sample size cannot be

generalized because of lack of time and resources.

CHAPTER – 2

METHODOLOGY

DESIGN

The design was survey design because study focused on the use of safe drinking water by

middle class families. By personally visiting the middle class families, questionnaireswere

provided.

VARIABLES AND MEASURES

The following variable had been taken into account for quantifiable data. The following

variables are mentioned below:

A. Measures taken by people for drinking safe water

In present scenario most of the families are using water filter and they are aware of

drinking safe water. The following type of filtrations was included to find out measures

taken by middle class families in using safe drinking water.

Uses water filter

Several companies have launched various kinds of water filters for purifying water.

Through this water filters somehow it has become possible to avoid water related

issue.

Boiled water before use

People who are unable to afford water filters use the method of boiling. This is the

most common method people use to purify water.

Uses other methods

Other than the use water filter and boiled water, people also use various other

methods to purify water like using chemical and medicine.

B. Intentions behind using safe drinking water

People use water filtering techniques for particularly which of the following reasons. This

section will ascertain the intentions behind using safe drinking water

Health

Recently many water borne diseases are prevailing in all around the country and many

people have lost their lives either. So safe drinking is a related issue to health problem

and people might take precautions in order to avoid health problems.

Quality

People have even started liking water in different tastes. In terms of water filter, several

filters provide different kinds of taste of water after filtering. People may even look for

water purifiers for taste savour.

Pomp and show

Drinking safe water has also become a question of status. People even take measures for

safe water as a matter of status.

C. Source of inspiration behind using safe drinking water

These days people are more exposed to electronic media and water has somehow become

an universal issue. Therefore various media have started showing water related

programmes to make people aware about it. This section helped in finding out the source

of inspiration.

Electronic media

Electronic media has become the most prominent media among people. General public

and rural people usually follow television and radio and thus these issues are more

strongly raised by these mediums.

Print media

Government has started contributing in the awareness programmes for water filters.

Private and government water companies publish their advertisements in magazines also.

Others advice

People who are using water filters, other means or taking precautions from a longer

period take interest in guiding and helping out other people to use safe drinking water.

D. Determine the awareness for health problems caused by impure water

A number of water borne diseases are prevailing these days and people should take

precautions to avoid such diseases.

Disease

Jaundice, typhoid and diarrhea are the most common disease occurring these days. These

diseases are mainly causing due to contaminated water.

Personal hygiene

Direct supplied water may contain a variety of germs or harmful chemical like arsenic or

fluoride. People who are aware of these facts may use methods for safe drinking water for

their personal well-being.

SAMPLE AND SAMPLING

UNIVERSE

The universe of this study was middle class families in 4 blocks of

Varanasi.KashiVidyapeeth, Cholapur,Pindra and Sevapuri were chosen by lottery method for

the survey.

SAMPLE AND SAMPLING

A sample size of 40 middle classfamilies of Varanasi from 4 Blocks-KashiVidyapeeth,

Cholapur,Pindra and Sevapuri were taken by lottery method. Ten families from each block

were randomly selected. The sampling method used in this study was simple random

samplingbecause a class of society is needed to be studied.

INSTRUMENT USED

The instrument used in this study was questionnaire containing 16 questions with both close

ended as well as open ended, including tick (√) marks options. Questionnaire were used to

gathered responses of middle class families on such issues as measures taking by them, their

intentions and inspiration behind using safe drinking water. Some of the questions were

related to health issues.

DATA GATHERING

The data gathering has been done through a one-shot sample survey. The samples filled the

questionnaire that had questions corresponding to the objectives of the study.

The sample size of our research study was eighty (80) middle class families and forty (40)

families responded to the questionnaire. The survey took about 3 weeks to finish from 8th

Marchto 14th

March.

DATA ANALYSIS

The data analysis has been done on the basis of the responses given by families in the

questionnaire. The questionnaire was divided into five sections comprising several questions

as per the variables of the objectives mentioned below-

Find out the measures taken by people for drinking safe water;

Ascertain the intentions behind using safe drinking water;

Find out the source of inspiration; and

Determine the awareness for health problems caused by impure water.

CHAPTER – 3

FINDINGS

SECTIONA (characteristics)

Personal Information

Under this section of questionnaire, the household were asked their basic details such as their

name which is optional, family (joint/nuclear), address, occupation and monthly income.

Section A.1 family

Out of 40household surveyed, 19 were lived innuclear family and 21were lived in joint

family.

Section A.2 occupation

Fourteen (14) families responded that they are in government service, 12 have their business

and 11 were working in private service. Only 3 of them were housewife.

Section A.3 monthly income (in thousand)

Among all of the 40 families, 15 houses monthly income were above Rs. 20 thousand, 20

were earning Rs. 15-20 thousand. A small number of 5 houses earning were Rs. 10-15

thousand.

Evaluation

Section A was the basic characteristics of the respondents.The findings showed that out of 21

joint families 7 of them were till now using boiled water and rest of them were using water

filter.Out of 19 nuclear families, only one of them was boiling water for filtration.

Government service houses were more concerned of using water filter comparatively

business and private service houses. Out of 3 housewives, 2 were using water filter and only

one of them using boiled water. The numbers of water filter’s users were more whose Income

was above Rs. 20 thousand and they followed precaution outside home comparatively 20

thousand less incomer. s

SECTION B

Measures taking by people for safe drinking water

In this part of the questionnaire, households were asked questions as precautions taken by

them, types of filtration, time duration of using safe drinking water, precautions followed

outside home and their advices to others.

Section B.1 measures taken by them

All of the 40 households were taking measures for pure drinking water.

Section B.2 types of filtration

Questions pertained to the types of filtration it was found that Out of 40 households, only 8 of

them boiled water before use and 32 of them were uses water filter.

Section B.3 Time duration of using safe drinking water

It was found that out of 40 households, there were 11 such users who were drinking filtered

water for 10 years. 7 of them were using filtered water since 5 years and 6 of them, from 6

years. The outcomes showed that only 3 of the families were using safe drinking water since

2 years. Rest of the family’s time duration of using filtered is shown by the figure -1.

Figure 1: showing household’s time duration, using safe drinking

4

2

7

11

11

2

3

6

33 years

4 years

5 years

21 years

13 years

10 years

8 years

7 years

6 years

2 years

Section B.4 precautions followed outside home and their advice to others

The question under this section helped in find out the households precautions outside

home.0ut of 40 households,31 were followed precautions outside home and 9 were not

followed it.

The majority of the houses suggested others to using filtered water. Out of 40, 32 advised

others to use safe drinking water and 8 were not.

Figure 2: showing number of households who followed precautions outside home and their

advice to others

Section B.5

Types of precautions for drinking water outside home

Among 40 of the families, 16 were purchased water bottle when they were going outside

home. 10 of them applied all methods according to their convenient and 5 were responded

that they were taken water from home for drinking water.

Figure 3: showing types of precautions followed by household outside home

EVALUATION

This section analysed that all of the middle class families took measures for safe drinking

water inside home. But when they were going outside all of them were not followed the

precautions.

More number of families purchased bottle for drinking water when they were going out of

home.

Big number of families were using water filter and they advised others to using safe drinking

water.

16

10

5

0 5 10 15 20

purchased bottle

All methods

Taken from home

Series2

Series1

SECTION C

Intentions of families

This section ascertained the intentions of families, behind using safe drinking water.

Section C.1

Health concern

The intentions behind using safe drinking water among all of the households were related to

health issues, there was only one house that used pure water for pomp and show.

Section C. 2

Quality of filtered water

Most of the families didn’t know about RO quality. Out of 40, 32 were said that they are not

using water for taste or other quality. Only 8 of them used it for RO quality and taste.

Figure 4: showing intention of using safe drinking water

8

32

RO quality and taste

yes

no

Evaluation

The intentions of the families behind using safe drinking water were health. All of them were

concerned of health except one who used filtered water for pomp and show.

A less number of the families known about filtered water quality. Only 8 of them used it for

taste and quality.

SECTION D

Source of inspiration of families, using safe drinking water

Section d. 1

This section was helpful in finding of source of information or inspiration by which families

were motivated towards using filtered water. Among 40 of the middle class families, a

majority of 26 families were influenced by electronic media i.e. television and less of them

influenced by radio. 8 of them were motivated by print media i.e. newspaper, magazines or

any others.

Some of them used pure drinking water on other’s advice which was advised by doctors and

relatives.

Figure 5: showing source of inspiration behind using safe drinking water

26

8

6

Electronic

Print

others advice

Evaluation

From the responses of the families it is analysed that families influenced, more of electronic

media than other sources. In electronic media, houses inspired by television comparatively

radio or others, in using safe drinking water.

Some of the houses inspired by print media which is newspaper and magazines in using

filtered water. A small number of houses used filtered water on others advice. Some of them

took precaution after advice of doctors and some of them after their relative’s guidance.

SECTION E

Awareness for health problems caused by intake of impure water

Section E. 1

Knowledge of health problems and problems faced due to intake of impure water

This section helped to analysed the knowledge of the people about health problems, caused

due to impure drinking water. It is found that, all of the 40 families had knowledge of

problems caused by unsafe drinking water. Among 40 respondents, the common disease was

jaundice which was 22 times responded by families. Diarrhoea was the second common

disease and it was 19 times answered by families. Out of 40 respondents, 8 times dysentery

was replied, 9 times cholera was replied.

A small number of respondent replied for skin problem, liver problem and typhoid. They, 5

times replied for typhoid, 4 times for liver problems and only 2 times for skin problems.

Figure 6: showing awareness for health problems caused due to intake of impure water

Section E. 2

Problems faced by family or other members due to intake of impure drinking water.

8

22

5

9

42

19

0

5

10

15

20

25

Dysentry jaundice Typhoid Cholera Liver problems

Skin problems

Diarrhoea

Times

Times

Out of 40 families, 21 were responded that they and their family members have affected by

health problems, intake of impure drinking water. 19 of them were said that they have not

faced health problem.

Figure 7: showing problems faced by households caused due to intake of impure drinking water

Section E. 3

Out of 19 suffered families, a major number of 11families faced jaundice. Four (4) of them

have faced typhoid and 3 from cholera. Only one of, each of them suffered from liver

problem and stone problem.

19

21

problems faced

yes

no

Figure 8: showing disease name, faced by families due to intake of impure drinking water

Evaluation

This section comprised question related to awareness of health problems and the problems

caused due to impure drinking water. All of the families were aware of the health problem

caused due to intake of impure water. Most of them knew about jaundice and diarrhoea and

less people knew about liver and skin problems.

From the analysis it is found that there is not a big difference between the houses that had

faced problems earlier and that of those who has not. Among health problems jaundice was

the most common disease faced by families.

11

4

3

11

Disease

jaundice

typhoid

cholera

stone problem

liver problem

CHAPTER – 4

SUMMARY

The section-wise findings have been documented above. In this part, cross-sectional findings

are presented and analysed. The purpose of this is to find out the correlation between various

factors, that is how one factor determines the other.

Important findings in this regard are:

SECTION A(characteristics)

The findings showed that nuclear families were using water filter more in comparatively joint

families. Government service houses were more concerned of using water filter

comparatively business and private service houses.

Out of 3 housewives, 2 were using water filter and only one of them using boiled water. The

numbers of water filter’s users were more who earns above 20 thousand monthly.

SECTION B (Measures for safe drinking water)

Impact of water purifier

Majority of the houses use water purifier, for safe drinking water. Among 40 families only 8

of them applied old method which is boiling.

Among 40 pure drinking water users, 11 of them used filtered water since 10 years. This

shows that they have awareness from long time.

All of the families were not followed precautions when they are going outside their home.

More number of families purchased water bottle for drinking when they were going out of

home.

SECTION C (Intentions behind using safe drinking water)

Health concern

From the study it was found that all of the families are concerned of their health. This shows

that middle class families are conscious for their health.

Among all 40 respondent, only one of them used pure drinking water for pomp and show. A

very few number of family used pure drinking water for taste or RO quality.

SECTION D (Source of inspiration)

Role of electronic media (Television)

A big number of families influenced more of electronic media than other sources.Television

played an important role in inspiring the families in using filter water. Family, today are

aware of water born health problems, so almost all the families are taking measures for

drinking safe water.

Some of the houses inspired by print media which is newspaper and magazines in using

filtered water. A small number of houses used filtered water on others advice. Some of them

took precaution after advice of doctors and some of them after their relative’s guidance.

SECTION E (Awareness for health problems)

Family awareness

The result shows that middle class families are aware of water born health problems, so

almost all the families were taking measures for drinking safe water. Most of them were

aware of jaundice and diarrhoea disease and very few have knowledge of liver and skin

problems.

There is not a big difference between the houses that had faced problems earlier and that of

those who has not. Among health problems jaundice was the most common disease faced by

families and their members.

CHAPTER – 5

CONCLUSION AND RECOMMENDATION

Conclusions

There is a lack of proper awareness among houses for using pure drinking water because out

of 40, 9 families didn’t take precautions while going outside.This is one of the big reasons

that they faced problems related to health. Among these families, a good number of

households were facing health problems earlier and even after facing problems they are not

taking proper precautions regarding safe water while going outside home.

Result shows that,a majority of houses were using water filter for drinking. Now a day’s,

many water filter companies provides water filter at affordable rates. So it is easy for the

middle class families to buy water purifier. Even if they are not able to afford water filters

still they take precautions for safe drinking water by using several other methods like boiling.

As television has become important part of our life, the findings and analysis of the research

shows that families were inspired more by television, comparatively other’s electronic media.

Result shows that television plays a big role in awareness of families for using pure drinking

water. Small number of them inspired by print media or by the other’s advice.

Jaundice was the most prevalent disease, which is faced by families. Among 40 families 19

are suffered from jaundice. That’s why most of the families were more familiar about

jaundice as compared to other disease. After jaundice, diarrhea was the most common

disease, families were aware of. Because of such disease prevailing these days, most of the

families became more conscious about safe drinking water.

Many of the people agreed that they help and even suggest others to drink and use safe and

clean water. These people were themselves using safe water and they want other’s too using

pure water for their good health.

Recommendations

On the basis of the findings, the analysis and the conclusion, the study looks for the following

recommendation:

• There should be a need of awareness among people for using safe drinking water

outside home also.

• Electronic media(T.V) can play an important role in encouraging people for using

safe drinking water. So there should be need of more programs running by television.

• People should be advising others to using safe drinking water.

BIBLIOGRAPHY

Websites

"the effects of impure drinking water." 2011. eHow.com. February 2012

<http://www.ehow.com/info_8247400_effects-impure-drinking-water.html#ixzz1pxIJZIYW>.

"Water tech online: regional water needs around the world." November 2010. Water tech online.

March 2012 <http://www.pide.org.pk>.

Annexure – I

Instrument (Questionnaire)

DEPARTMENT OF MASS COMMUNICATION AND JOURNALISM

BANARAS HINDU UNIVERSITY

Greetings,

I, student of MAMC, Semester-II,Pritam Rani, doing a research titled “A study on the

awareness of safe drinking water in middle class families of Varanasi’’. This is a part of

my semester study. I want your responses in order to carry out this study. I assure you that

your identity will not be revealed. The information provided will be used for academic

purpose only. In case of a breach, legal action may be taken against.

SECTION A

PERSONAL INFORMATION

1. NAME (optional) _____________________________________________________

2. FAMILY (compulsory) a) Joint b) Nuclear

3. Address _____________________________________________________________

4. Occupation __________________________________________________________

5. Monthly income inThousand (compulsory)

a) 5-10 b) 10-15 c) 15-20 d) above 20

INSTRUCTIONS

Use a tick mark (√)to select the appropriate answer. Please fill in all the answers.

SECTION B

This Section will help to find out the measures taking by people, using safe drinking

water.

6. Do you take measures for drinking safe water?

a) Yes b) No

If yes, then which type of measures do you take?

6.1. Uses water filter

6.2. Boiled water, before use

6.3. Other methods

6.3.1. If, others (please specify)

_____________________________________________________________________

_____________________________________________________________________

7. How long have you been using safe drinking water?

_____________________________________________________________________

_____________________________________________________________________

8. Do you follow precautions for safe drinking water when you are away from home?

a) Yes b) No

8.1 If yes, then what you do for safe drinking water? Mark all that apply.

a) Purchase filtered water bottle

b) Take pure drinking water from home

c) Any other

8.1.1 Please specify, if others-

______________________________________________________________________

______________________________________________________________________

9. Do you advise others to use safe drinking water?

a) Yes b) No

9.1. If yes, then how? (Please specify)

_____________________________________________________________________

_____________________________________________________________________

SECTION C

This Section will help to ascertain the intentions behind using safe drinking water.

10. Why are you using safe drinking water?

_____________________________________________________________________

________________________________________________________________

11. Do you use safe drinking water for the sake of health?

a) Yes b) No

11.1 If yes, please explain-

________________________________________________________________________

________________________________________________________________________

12. Do you use safe drinking water for quality? (Example- RO quality &Taste etc.)

a) Yes b) No

12.1. If yes, please explain which type of quality-

________________________________________________________________________

________________________________________________________________________

13. Do you use safe drinking water for pomp and show?

a) Yes b) No

SECTION- D

This Section will help to find out the source of inspiration, using safe drinking water.

14. Where did you get inspiration from to use pure drinking water?

a) Electronic media

a.1) Television a. 2) Radio s

b) Newspaper / Magazines

c) Others advice

14.1. If any others, please specify-

________________________________________________________________________

________________________________________________________________________

SECTION E

This section will determine the awareness for health problems caused by intake of

impure water.

15. Do you know about the health problems caused due to intake of impure drinking

water?

a) Yes b) No

15.1. If yes, please specify-

_______________________________________________________________________

_______________________________________________________________________

16. Have you or your family members had ever faced the problems caused due to intake

of impure drinking water?

a) Yes b) No

16.1 If yes, please mention problems-

________________________________________________________________________

________________________________________________________________________

Thank you!

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