A consumer’s decision to buy a product is the result of interplay of many factors. The market is now mostly consumer driven. Consumer has given many options to decide also. The study throws light on various features that the manufacturer should concentrate on to attract the prospective buyers. The purpose of this research is to investigate the consumer awareness, the level of preferences, satisfaction measurement and competitive analysis towards the Aquaguard water purifier of Eureka Forbes Limited (EFL). A descriptive study was conducted in Kolkata to achieve the objectives. In total 200 respondents filled a well-structured questionnaire. Results reveal that the dimensions which influence the satisfaction level of customer’s are: product quality, price & size. Further results show that there is a significant relation between the brand name and the preference of customers. Hence, it has been recommended that the company should focus on brand awareness, proper supply & distribution of the product. In order to increase customer satisfaction and drive them to be brand loyalists, manufacturer is encouraged to develop aggressive marketing programs.
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