an has been using pumps of some type for 4000 years, which makes 50 years a very short time in the history of pumping. Indeed, looking back at the most significant developments in technology, the last fifty years seem relatively insignificant. By 1959, all the major pump designs had been introduced and mostly developed into commercial products.

Water pumps have been existent since 3000 B.C. Early pumps were made with water wheels and chutes, and used animals to provide the energy to move the wheels. Early pumps were Mesopotamians, 500 B.C, Force Pump and now days various types of modern pumps have been used include a centrifugal pump, axial flow pump, jet pump and electromagnetic pump.

An objective of the study is to know brand preferences of dealers with reference to Beacon pump and also need to find which factors influence dealers.

The study mainly involves finding out the dealers perception, consumer brand preference, source of awareness, dealers expectation and so on.

Literature Review a) Early Days Pumps i. Mesopotamians

The Mesopotamians were responsible for the first pump around 3000 B.C. They used a wooden lever next to the water bank, with a counterweight on one end and a bucket on the other. When the pole was pushed down, the counterweight brought the bucket back up and it emptied into a trough. b) Modern Day's Pumps ii.

The centrifugal pump is motor-driven, with internal workings that create suction to pull the water. It was invented in the late 1600s by Denis Papin. In 1698, Thomas Avery invented a pump that operated on steam to create a vacuum to draw water.

iii.

Since the 1940s, axial-flow pumps have been used a compressor in jet engines. Jet pumps are used in wells that are deeper than 200 feet.

Electromagnetic pumps are used to move conductive liquids and can handle extremely high temperatures. This type of pump is used in nuclear reactors.

A jet pump can be installed at a couple of different depths below the ground. The shallow and deep well jet pumps will pull water out of the ground between 25 feet and 100 feet.

ii. Submersible Well Pumps Submersible water pumps perform the opposite job to retrieve water from the well, pushing water up from the well instead of using the machinery to pull the water out of the hole. These types of pumps are lowered i. deeper into the ground, according to the specifications of the local water district for obtaining ground water.

iii. Manual Pumps Manual water pumps are a throwback to the past because the consumer has to manually perform an action to pump water out of the ground. For example, you can obtain water by turning a crank or pumping a lever up and down. iv. Sewer Sum pumps Sewer pumps are needed to pump sewage water from the house into the septic system. Inside the septic tank, the water will break down and return to the soil through the soil absorption system. The sewer sum pump is a pump submersed into the ground. Pumping the septic tank every few years will help to improve the life of the sum pump.

Water circulation pumps are needed to circulate water around the house. Two examples are pumps that pump water from the water purifier tanks outside into the house and the water pumps that send water from the hot water heater into the bathroom, kitchen and laundry room. The water circulation pump may use centrifugal force to pump water from the source to the destination. d) Different Types of Hand Pumps i. Suction and lift hand pumps Suction and lift are important considerations when pumping fluids. Suction is the vertical distance between the fluid to be pumped and the centre of the pump, while lift is the vertical distance between the pump and the delivery point.

ii. Siphons Water will always try to find its lowest level. Using this principle, very simple pumps with plastic or rubber bulb with flap valve at each end are used for emptying fuel or water cans into tanks. Once the bulb is full the fluid will flow without further effort from the higher to the lower container.

iii. Direct Action Direct action hand pumps have a pumping rod that is moved up and down, directly by the user, discharging water. Direct action hand pumps are easy to install and maintain but are limited to the maximum column of water a person can physically lift of up to 15 m.

Deep well hand pumps are used for high lifts of more than 15 m. The weight of the column of water is too great to be lifted directly and some form of mechanical advantage system such as a lever or flywheel is used. High lift pumps need to be stronger and sturdier to cope with the extra stresses.

v. Diaphragm Diaphragm pumps have the advantage that they pump relatively lightly due to the lack of pulling rods and are corrosion resistant. Their disadvantage is that they need a specific length of tubing and high quality rubber diaphragms, which are costly and are relatively inefficient due to the extra work needed to deform the diaphragm.

The history of pumps is long and illustrious. Among of this account here were present highlights of some of the major historical and technological developments.

In 2000 BC Egyptians invent the shado of to raise water. It uses a long suspended rod with a bucket at one end and a weight at the other.

Ctesibius invents the water organ, an air pump with valves on the bottom, a tank of water in between them and a row of pipes on top. This is the principal design that is now known as the reciprocating pump.

1475 According to Reti, the Brazilian soldier and historian of science, the first machine that could be characterized as a centrifugal pump was a mud lifting machine that appeared in a treatise by the Italian Renaissance engineer Francesco di Giorgio Martini.

1593 Frenchman Nicolas Grollier de Servière creates an early design for a gear pump.

1675 Sir Samuel Moreland-an English academic, diplomat, spy, inventor and mathematicianpatents the packed plunger pump, capable of raising great quantities of water with far less proportion of strength than a chain or other pump. The piston had a leather seal. Moreland's pump may have been the first use of a piston rod and stuffing box (packed in a cylinder) to displace water.

1782 James Watt-who invented the steam engine's connecting rod crank mechanism, which made it possible to convert the piston's reciprocating motion into rotary motion-designs an oscillating piston machine in which a wing-shaped rotary blade made a near complete revolution uncovering inlet ports in a chamber separated by a curved radial wall. 1985 Sims manufactures the first structural composite pump, all Simsite Vertical Pit Pump. Sims later won the Innovative Product Award for these products in 1990.

1994 Baha Abulnaga invents the slurry and froth pump with a split vane impeller. The split impeller helps to reduce recirculation in slurry pumps by dividing the space between the main vanes without reducing the passageway at the narrowest point, which is the eye of the impeller. In froth pumps, it helps to break up air bubbles that form and tend to block the flow.

2001 KSB presents the first "intelligent" submersible motor pump. Ama-Porter ICS is sensorcontrolled and needs no float switches.

III.

This study is based on primary data which were collected by survey method from Chennai, India. 120 data were collected out of 350 samples. Tabular and graphical analyses were done with the collected data in order to complete the objectives of the study.

Finding and Analysis a) Dealer's dealing With Different Brand of Pumps Interpretation: From the above interpretation it is observed that dealers' opinion about the quality of the pump Texmo (50%) is the first to have Good quality followed by sharp (48%) and Suguna (47%). Interpretation: It is herewith concluded that Jet pumps have high sales than other pumps in the market, followed by Monobloc, multistage and submersible respectively.

f) The Opinion of Dealers Regarding the Price Structure

Interpretation: From the above interpretation it could be reveals that Suguna has got the first opinion about after sales service among the dealers, where as the opinion for Beacon is totally average among the dealers.

i) The Effectiveness of Media in Advertisement for Pumps

Interpretation: From the above interpretation it is clear that most of the dealers prefer TV ad as highly effective 68% and 67% of the dealers also agree that point of purchase is also effective. j) Promotional Support is being offered by Brand of Pumps to Dealers Interpretation: From the above interpretation it can be concluded that most of the brand of pumps are being offered discount promotional support to the dealers (48%) and followed by free gifts(27%) and N/A 18% (not applicable) and others(7%) respectively.

V.

From the survey it has been found that 26.6% dealers are dealing with Texmo pump, 21.6% dealing with Best pump and followed by 17.5% sharp 11.6% Suguna and at least 1.6% dealing with Beacon pump.

According to dealers ranking factors they want rank first Good Image 28.33% then Timely Supply 20.83% and followed by Price, Good Margin and Credit Facility.

According to consumer most influencing ranking factors they want to rank first Quality that is more percentages 26% then Brand Name 23% and followed by Low Price 19%, Gift/Contests 18% and at least attractive packing that is 9%.

From the survey we have seen that dealers opinion about the quality of pump as good with Texmo first at 50% followed by Sharp 48% Suguna 47% Others 40% Best 38% and Beacon is 0%.

From the survey we have seen that Jet Pump have more sales in the most 84% followed by Monobloc 46% Multistage 33% and Submersible 14% Among the given brand dealers are given their opinion about price as fair for both equally Best and Beacon 50% and followed by others 44% Texmo 43% thereafter respectively Suguna 31% and Sharp 14%.

In case of credit facilities 30% get credit only for one week period and followed by 27.5% get time for two weeks 22.50% get for four weeks and only 20% get credit time for above one month only.

The study enables us to understand dealer's perception, consumer brand preference, source of awareness, dealer's expectation and so on. The study helps to improve the sales of Beacon pumps with implementation of new strategies. It helps to understand the dealers that can future help to improve the demand of Beacon pumps.

The awareness for Beacon brand name is very low, so first the company should undertake an awareness campaign to inform the dealers about their product. Jet pumps have more sales in Chennai market according to survey. So company should try to concentrate more on jet pumps and try to improve the quality and performance.

As plumber are the main people who induce the purchase of pumps, efforts should be taken to inspire them to promote company's product by undertaking activities like plumber card, commission etc.

The company should provide certain benefits to the dealers so as motivate them to promote their products like bulk discounts, regular plumber meeting with dealers, provide dealers with banners, wall paintings, gift contests etc. As from the survey it was found TV ad is most effective. So the company should try to advertise its product through the same.

The company as being new one can try to select a particular area or location and concentrate in that particular area only and slowly start expanding. The company should involve itself in hardcore marketing as it has got not much share in market. The company should try to identify potential dealers and approach them to promote their product and provide all the required support.