1.

0 Introduction
Nobody lives without water. There are many benefits of water, and the most important one is to
hydrate human body. It is commonly known that we should drink two liters of water per day. It is also
known that 75% of human body consists of liquid. In other words, water is crucial for human live.
Along with that fact, there are now many companies produce bottled mineral drinking water.
Nowadays, people can find bottled drinking water almost everywhere. The products vary, in term of
brand, packaging, and other characteristic. In Bangladesh, there are some well-known brands of
bottled mineral drinking water, such as MUM from Partex, Fresh from Meghna group, Jibon from
City group, Aquafina from PepsiCo and others. The products are easy to be found in the market. It is
available from small shops to supermarkets. The packaging is various, starting from 500 ml until
5000ml per bottle. Price and other characteristic are also different, depend on the brand.
Several factors are examined to find out what Factors Influencing Consumers Buying Pattern towards
Mineral Water in Bangladesh by showing a study on Aquafina in this report.

1.1 Objectives of the report

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The objective of the report can be viewed in two forms:

Primary Objectives

Secondary/Specific Objectives

I. Primary Objectives
This report is been prepared primarily to fulfill the requirement of MKT 501 course under the
Department of MBA, East West University. Primary objectives are

We have tried to introduce the product and the company from which it belongs.
Strengths and Weaknesses of the brand from an image perspective.
Strengths and Weaknesses of the product or service.

II. Specific Objectives

More specifically, this study entails the following aspects:

How the buying pattern is influenced of consumers including cultural factor, social factor, personal
factor, psychological factor, buying decision process and defined the marketing mix.

By doing above all the things we tried to explain the companys marketing activity, marketing
implementation, buying decision process and marketing mix.

1.2 Methodology of the study

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I. Research Method:
The target population of this research was the students of East West University. The unit of analysis
was the individual students. Bottled drinking water is important part of students daily activities.
Demanding schedule and quality concern become the main causes that students prefer to buy bottled
drinking water. Indeed, bottled drinking water is demanded product for EWU students. However, there
are many brands of bottled drinking water there. EWU students come from various backgrounds, so
that it is reasonable that they could represent the market segment of bottled drinking water.
The sampling technique was convenience sampling. That technique was chosen in order to get broader
result. Malhotra (2010) stated that convenience sampling is the easiest technique. By using this non
probability technique, there were more respondents who could participate in the survey and it allowed
the researchers to get more realized sample size in a short period of time.
II. Primary Sources:
A primary source is basically source material that is closest to the person, information, time period, or
idea that is being studied, such as surveys, interviews, and observations. It is contrary to secondary
sources, which is information that has been passed through another person, medium, or agent. Our
primary source of information was Survey.
III. Secondary Sources:

Different written documents.

Different Journals.

Web site of Aquafina and PepsiCo

1.3 Limitations of the study

The Study was limited by a number of factors. Some Constraints are given below

Getting the information and interpreting it, on the basis of our understanding and then
implementing it.

Lack of Co-Operation from the officials from confidential Point of view.

Shortage of information and time

1.4 Strengths and weaknesses of the brand from an image perspective

I. Brand Image: Brand image is the essence of a brand. It is not something you can hold, rather
something that you perceive. Always morphing and evolving or devolving. The perception of brand
image is what the mechanisms of advertising, marketing and public relations, endeavors to influence by
molding, managing, creating, supporting and ultimately manufacturing the brand assets to which
consumers relate.

Figure: Six dimensions of brand identity

In

his so-called Brand Identity Prism, JeanNol Kapferer identifies six aspects of brand identity:

(1) physique, (2) personality,

(3) culture, (4) relationship, (5) reflection and (6) self-

image.
II. Strengths of Aquafina from Image
1. Physique: this is the set of the
evoked in peoples

Perspective:
brands physical features, which are
minds when the brand

name

is

mentioned. Aquafina

carrying

strong physique. What

does the brand

look like? What can a

consumer do with it
And how can it be recognized?

in terms of functionality?
Aquafina can give answer of these

questions quite easily.

2. Personality:

The brands character.

writing, using specific design

This can be realized by using a specific style of

features, and using specific colors

schemes. With the image of PepsiCo, Mother Company and attractive bottle shape with refreshing
color and comfortable to hold and carry, Aquafina holds a strong personality as a brand.
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3. Reflection: this aspect makes reference to the stereotypical user of the brand, and is the source for
identification. Aquafina is a reflection of purity, youthful, refreshing which differentiate Aquafina
easily as a brand from other mineral water brands.
4. Self-image: the mirror the target group holds up to itself. Aquafina as an international brand holds
more posh image than other mineral water brands to its users.
III. Weaknesses of Aquafina from Image Perspective::
1. Relationship: A brand can symbolize a certain relationship between people. As a new brand,
Aquafina still lacking behind it terms of relationship with customers since other mineral water brands
like MUM possessing a strong relationship with customers and having loyal relation as well.
2. Culture: the system of values and basic principles on which a brand has to base its behavior
(products and communication). Culture is the direct link between brand and organization. Many
associations in this area are linked to the country of origin. Since Aquafina is an international brand,
product of a different country, people who have strong patriotic feelings will avoid Aquafina and prefer
national brands.

1.5 Strengths & Weaknesses of the product or service

I. Brand Advantage:

Aquafina goes through a seven step state-of-the-art purification process to give consumers pure
water and perfect taste.

Aquafina has been built through refreshing and sharp advertising. The What a Body campaign has
helped the brand to drive premium, modern and youthful imagery in an otherwise undifferentiated
category.
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Bottled across in all over Bangladesh, Aquafina is available across more than half a million outlets.

Aquafina is the face of PepsiCos water conservation initiatives and builds awareness about
PepsiCos efforts to replenish and restore the water table through its pack labels.

II. Strengths:

Excellent branding and advertising through TVCs, print ads

Excellent distribution and availability at retails, groceries, restaurants, hotels etc.

Pepsi Brand Name adds more value to it and it has a global availability

Available products also include flavor splash, sparkling water

Environmental friendly plastic bottle packaging

Sponsor of major sporting events

Aquafina brand also has skincare, body care and lip care products.

III. Weaknesses

Insufficient promotional activities

Insufficient managing skill
Lower number of human resource
Fail to identify difference between developed markets vs. developing market
Lack of online promotional activities

1.6 Factors influencing consumer's buying pattern

To identify the buying behavior of a customer is very difficult subject. A customer buying
behavior is influenced by cultural, social, personal and psychological factors.
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I. Cultural Factors: Culture, subculture and social classes are particularly important in buying
behavior.
Culture: Culture is most fundamental determination of a persons wants and behavior. The
important characteristics of culture are it is learned, it is shared through social institutions, and
it changes with the time. The influence of culture on buying behavior varies from country to
country therefore marketers have to be very careful in analyzing the culture of different groups,
regions or even countries.

Subculture: Each culture consists of smaller subculture that provides more specific
identification and socialization for the member. Subculture includes nationalities, region, and
geographical region. Marketers can use these groups by segmenting the market into various
small portions. For example, marketers can design products according to the needs of a
particular geographic group.
Social Class: Every society possesses some form of social class, which is important to the
marketers because the buying behavior of people in a given social class is similar. In this way
marketing activities could be tailored according to different social classes. Here we should note
that social class is not only determined by income but there are various other factors as well
such as wealth, education, occupation etc.

II. Social Factors

In additional to cultural factors Customers behaviors influence by such social factor like
following:
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Reference Groups: Reference groups have potential in forming a person attitude or behavior.
The impact of reference groups varies across products and brands. For example if the product is
visible such as dress, shoes, car etc then the influence of reference groups will be high.
Reference groups also include opinion leader, a person who influences other because of his
special skill, knowledge or other characteristics.
Family: Buyer behavior is strongly influenced by the member of a family. Therefore marketers
are trying to find the roles and influence of the husband, wife and children. If the buying
decision of a particular product is influenced by wife then the marketers will try to target the
women in their advertisement. Here we should note that buying roles change with change in
consumer lifestyles
Roles and Status: Each person possesses different roles and status in the society depending
upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is
working in an organization as finance manager. Now she is playing two roles, one of finance
manager and other of mother. Therefore her buying decisions will be influenced by her role and
status.

III. Personal factors:

Byers decision also influence personal characteristic.

Age & Life cycle Stage: Buyers decision differs on their age and stage in life cycle. Their choice is
related of them.
Occupation: Customers buy product consist their occupation.
Economic circumstance: Product choice is greatly affected by ones economic circumstance.
Life Style: Lifestyle means the pattern of living. It also influences to buyers what he should be bought.
Personality & Self-confidence: By personality means distinguishing psychological characteristics,
self-confidence. A person must buy a product with consistence his Personality and self-confidence.
IV. Psychological Factors:
Motivation: A motive is a need that is sufficiently pressing to drive the person to act. Psychologists
have developed theories of motivating.

A motive is a need that has a sufficient level of intensity.

Creating a tension state that drives the person to act.

Satisfying the need reduces the felt tension.

Perception: Perception is the process by which an individual selects organizes information input to
create a meaningful picture of the world.
Learning: It involves change in an individuals behavior arising from experience.
Beliefs and Attitudes: Through doing and learning people acquire beliefs and attitudes.

1.7 Buying decision process

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Understanding consumer behavior and knowing customers is not simple. Customers may say
one thing but do another. They can get influenced and change their mind the last minute. Or
their needs or wants change from time to time. Consumer buying behavior refers to the buying
behavior of final consumers- individuals and households who buy goods and services for
personal consumption.
According to Kotler et al. (2008), consumers pass through several stages before purchasing
something. They argue that the buying process is one which starts long before the actual
purchase and continues long after. The marketer therefore needs to focus on the entire buying
process, rather than just the purchase decision. Figure 2.1 shows the consumer decision process
with influencing factors.

Figure 2.1: Consumer buying decision process with influencing factors

Source: Kotler, P., Armstrong, G., Wong,V., Saunders, J. (2008). Principles of Marketing. (5th
ed.). England: Pearson Education Limited.

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The process starts when the buyer recognizes a problem or need. Thereafter the buyer will or
will not search for more information related to the need. This information will be used to
evaluate alternative brands in the choice set. After evaluation, the buyer actually buys the
product. Based on the satisfaction or dissatisfaction of the buyer, he/she will take further
actions after the purchase.
Kotler et al. (2008) agree that the next factors strongly influence the buying behavior of
consumers: cultural, social, personal and psychological factors. The consumers choice
therefore results from the complex interplay of all these factors. Although the marketer cannot
influence many of these factors, they can be useful in identifying potential customers to serve
their needs better.

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1.8 Marketing Mix of Aquafina:

I. Product:
Aquafina, a drinking water brand from PepsiCo, is one of the leading drinking water brands in the US
and

is

currently sold across the world. Pepsico and Transcom Beverages

launched Aquafina in Bangladesh on 7th of March 2015, a

Ltd

universally renowned brand to Bangladesh that has

already proven its worth in international markets.
Aquafina has basically a good image in the mineral water
market. This product comes with 2 pack sizes 500ml and 1500ml
which are greatly appreciated by the consumers. Quality perception is
very much high to all the traders, institutions, and consumers. Brand
influence the purchasing behavior of a consumer. Reliability, feature, conformance and features of
Aquafina influence the purchasing behavior of a consumer.
Reliability:
Reliable mechanism.
Free from adulteration and contamination.
Produced under hygienic condition
Obtained BSTI license.
Feature:
Safe and pure natural drinking water. It is balance for people of all ages
Using price tag, expire date, bar code.
Using attractive packaging, labeling
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Service:
It is also appreciated by the consumers because its service is very good. It is available to everywhere.
Such as
Retail Market Grocery shops, Tea stall, Confectionary, Fast foods, Sweet shops, Panaceas,
General restaurant, Pastry shops in Bus-train-launch terminals etc.
Institutional Market Hospitals, clinics, Chinese restaurant, cafeteria, Luxury Hotels, Govt. &
private offices, Banks, Insurance, Office of different ministers, Parliament, UN Bodies, NGOs,
National & International Air Services, Social programs, Religious programs, Stadiums, Playground,
EPZ etc.
Conformance:
Pure hygienic natural drinking water
People of all ages
Strictly following guideline & standard
II. Price:

1500 ml

500 ml

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Pepsico and Transcom Beverages Ltd launched Aquafina in Bangladesh. As everyone knows that the
market is price sensitive thats why Aquafina set the price as reasonable as possible. For this reason
consumers are also satisfied with their price. Most of mineral water brands almost set the similar price
for same size. In this case consumers are getting more benefit from Aquafina by giving the similar
amount such as high quality, assurance of purity etc. Yet their quality perception is good enough but
they dont charge the high price for their product.

Pack Size (ml)

Price (in TK)

500

15.00

1500

25.00

III. Channel of Distribution:

Aquafina distributes two pack sizes of mineral water throughout Bangladesh. The products are
distributed from the factory to the sales depots. They have a strong distribution base with 350
distributors and dealers nationwide and 64 distributors in Dhaka city. Hundreds of eager, energetic and
effective sales representatives are working, supported by their dedicated sales and marketing division.
To their vast sales and distribution network of dealers, they have 6 sale depots (warehouse) located at
strategic points. These are Dhaka, Chittagong, Rajshahi, Khulna, Sylhet, Barishal. There are 64
districts in Bangladesh and to maintain smooth and efficient distribution, they have mobilized adequate
distributors and dealers to serve these regions. Distribution is carried out by their transport fleet
supplemented by dealers transport also.
Channel coverage- Aquafina started their operation in Bangladesh for 2 years they are not reached
in distinct rural area.
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 Transport- Aquafina is a product of pepsico and they have their own transport to supply their
product.

IV. Promotion:

Sometime
company

gives

promotion to the
wholesaler

or

retailer or consumer to increase their sales. Aquafina gives promotion to attract those consumers who
are attracted by the other brands. In this case Aquafina gave promotion to the retailer to increase their
sales. Aquafina started giving 2 bottles free per carton. The present situation is, Aquafina gets so
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popularity within few years in Bangladesh. They are using the brand name of pepsico so their product
is already known to the people.
Sales promotion- Aquafina gives sales promotion to their distributor.
Advertising- Aquafina advertises their product on television.
Sales force- Aquafina is using the established sales force of pepsiCo.

1.9 Data Analysis

I. Price and product of mineral water Brands:
Brand

500 ml

Mum

15 taka

Jibon

15 taka

Fresh

15 taka

Aquafin
a

15 taka

1 liter

1.5 liter

2 liter

25 taka
20 taka

2.5 liter

3 liter

35 taka

4.5 liter
70 taka

30 taka
25 taka

28 taka

5 liter

65 taka
35 taka

38 taka

70 taka

75 taka

25 taka

Interpretation:
From the above table it indicates that Aquafina offers only two size of products where as other brand
like Fresh offers 7 product size. More or less all the mineral water company offers the same price like
500 ml 15 taka & 1.5 liter 25 taka.

II. Preference of Brand:

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Brand preference

brand preference

Interpretation: Although Aquafina started their operation in Bangladesh for two years customers
prefer Aquafina than other brands as it is a product of Pepsico. Mum is the strongest competitor for
Aquafina.
III. Availability of Aquafina:

Availability of Aquafina

No; 30%

Yes; 70%

Interpretation:
70% people think that Aquafina mineral water is available in stores and outlets. But 30 % people think
they are not available.
IV. Cultural Factor

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Cultural Factor
Culture

28%

Subculture

54%

Social Class

18%

Interpretation:
Social class is an important role in purchasing drinking water. 54% people believes that their social
class and positioning is helped them to purchase Aquafina. Generally middle class and upper middle
class people buy Aquafina more than other class of people. 28% people are attracting by their culture
and 18% people influence by their sub culture in terms of purchase Aquafina.

V. Social Factor:

Social Factor
Reference Groups

18%
24%

Familly
58%

Roles and status

Interpretation:
Social factors plays an important role in terms of purchase drinking water .Reference groups like BSTI
plays an important role in terms of purchasing decision. From our survey we find that 58% people are
influenced by this kind of reference groups. Family advice and their economic situation also play a role
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by 24% for buying and consuming Aquafina. Different roles and status in the society depending upon
the groups, clubs, family, organization etc. to which he belongs plays a vital roles in that. Generally
various social occasion and meeting performs the role of buying Aquafina in buying patterns of
consumer.
VI. Personal Factors:

Personal factors
Age & Life cycle
Occupation
32%

22%
8%

18%

20%

Economic
circumstance
Life Style
Personality & Self
confidence

Interpretation:
In terms of bottled mineral water 20% of people from our survey are influenced by their economic
condition. People earned more than 25000tk are drinking Aquafina than others. On the other hand
people whose life styles are modern or traveling they buy Aquafina by 32% from our survey. Age also
performed a role in buying decision. Age ranges from 20 to 35 are drink Aquafina from other age
people.
VII. Psychological Factors:

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Psychological Factors
5% 5%

Motivation
28%

Perception
Learning
Beliefs and Attitudes

62%

Interpretation:
During our survey we found that 62% of people influenced by their perception to buy Aquafina. Their
perception is build upon by their social belief and their surrounding environment. They believe that
Aquafina represents a meaningful image of purity and strong brand image. Motivation also helps in
their buying decision for 28% by creating a strong need and satisfying their need by drinking it.
Learning from others and their religious and social belief and attitude also affect their purchasing by
5% in terms of drinking Aquafina.

1.10 Recommendations
1. Aquafina can extend their pack sizes because there is a demand of 1 Liter from consumer side. When
it is a matter of 2 or 3 drinker, 500 ml is small and 1500 ml is big. When these 2 or 3 consumers need a
mineral water they have to switch to other brand though they were in preference of Aquafina
2. Aquafina can sponsor to sports program in different school, colleges and university etc.
3. Its especially available in urban areas, though the price is same with its rival company, it can
increase its distribution channel.
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1.11 Conclusion
There is a saying, life is the another name of water. Based on the study it is seen that most of the
people want crystal clear water for drinking as basic need. Totally pure and hygienic quality drinking
water is a basic need for people, particularly the urban and sub-urban sector in Bangladesh. To provide
the people with safe and pure drinking water. Transcom beverage with PepsiCo started producing
Aquafina in 500 ml and 1500 ml bottle. Most of the consumer always prefer and seek reasonable price
for good quality that Aquafina serves to the consumers. It is being distributed nationwide by Transcom
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beverage using the channel of PepsiCo as well. For the packaging of their product they use PET
(Polyethylene Terepthalate) bottle which is a package for food and non-food products because it is
inexpensive, light weight, resalable, shatter resistant and recyclable.
With the help this marketing mix analysis we can say that, the company may achieve a strong level of
customer preference. Although there is a tough fight with its major competitors but Companys quality
of products played a vital role to create this position in such situation. We also came to know for the
mineral water market that how the consumer think, how they behave when they want to purchase a
mineral water from the market and what factor influence their purchasing behavior.

1.12 Sources
1.
2.
3.
4.
5.
6.

www.google.com
http://www.aquafina.com
https://www.facebook.com/AquafinaBangladesh
www.pepsico.com
www.netmba.com
www.wikipedia.com

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1.13 Appendix
Questionnaire
As a part of our project we would like to gather some information from you which will help us in an in depth study of
project. The information provided by you will be kept confidential and will be used for academic purpose only. We would
be obliged if you co-operate with us in filling the questionnaire.

1. Age (in years)

Less than 20
20-30
30-40
Above 40

2. Sex
Male
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Female

3. Any Profession along with study?

Private Job
Govt. Job
Business
Retired
Other:

4. Nature of Job
Temporary
Permanent
Not Apllicable

5. Family Income (Monthly in Taka)

Less than 10000
10000-20000
20000-30000
Above 30000

6. Do you prefer bottled mineral drinking water?

Yes
No
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7. Which brand you prefer most?

Aquafina
Mum
Jibon
Fresh
8. Which of the following cultural factor influence you most to buy Aquafina?
Culture
Sub-culture
Social Class
None of that
9. Which of the following Social factor influence you most to buy Aquafina?
Reference Groups
Family
Roles & status
None of that
10. Which of the following personal factor influence you most to buy Aquafina?
Age and lifecycle
Occupation
Lifestyle
Economic circumstances
Personality & self confidence

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11. Which of the following Psychological factor influence you most to buy Aquafina?
Motivation
Perception
Learning
Beliefs and Attitudes

12. Which brand image attracts you most about Aquafina? (Can chose multiple numbers)
Physique
Personality
Reflection
Self-image
Relationship
Culture

13. Will you suggest your friends to drink Aquafina as a good brand?
Yes
No

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Thank you for giving your valuable time to complete the survey.

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