Consumer Behavior of Bottled Water

A STUDY ON THE CONSUMER
PREFERENCE (or BUYING

BEHAVIOUR) FOR BOTTLED WATER
Submitted to
Dr Sonia Singh
INTRODUCTION
Conducted a survey to understand buying behavior (consumer
preference) for bottled water, which are consumed across age

groups
The survey was primarily conducted in: Delhi - NCR
The sample was surveyed on variables such as: price,
health/cleanliness,
nutritional
composition,
availability,
advertisement, product satisfaction, taste, packaging, brand
loyalty etc.
Concluded with trends of ongoing changes in their preferences
for bottled water
OBJECTIVES
To understand the rising importance of bottled water in the present day
scenario
To study the bottled water consumption pattern
To analyse the factors that contributes to consumption of bottled water
To evaluate the consumer satisfaction level associated with the market
offerings
To summarize findings which could further influence consumer
buying decision or preference for bottled water
RESEARCH METHODOLOGY
Sample Size and Design:
The sample size consisted of 300 respondents from Delhi
and NCR
Research Period:
Research work was carried for a period of 4 weeks
Research Instrument:
The research was carried out through self-administered
questionnaires. The questions included both open and
close ended, dichotomous and offered multiple choices
RESEARCH METHODOLOGY
Data Collection:
The data which is collected for the purpose of study, is
divided into:
Primary Source: Survey of a study on understanding
consumer behavior towards bottled water. The data has
been collected directly and indirectly from respondents
with the help of structured questionnaires
Secondary Source: The secondary data was collected
from academic journals and industry reports
Research Type:
The research primarily is descriptive and inferential
It involves description of the characteristics of the
variable, the extent of association between variables

under study and it allows the researcher to infer about
the variable
Survey Design
The study is a cross sectional study because the
data were collected at a single point of time. For

the purpose of present study a related sample of
population was selected on the basis of
convenience
DATA ANALYSIS
Analysis of attributes of the product with
regard to purchase influence (using Liker

scale)
Calculation
of
frequencies
and
crosstabulation formed a part of descriptive study
Chi square test for finding the goodness of fit
LIMITATIONS OF THE STUDY

Due to limitation of time, the sample size
under study is small (300)

The main source of data for the study
primary data with the help of
administered questionnaires. Hence,
chances of unbiased information are less
The data collection was limited to Delhi
was
selfthe
NCR
Tap water is still a more preferred

source of obtaining drinking water
over bottled water. Bottled water
is preferred more when they move
out of their homes .
Cumulati
Freque
ncy
Valid
Bottled
Water
Tap
Water
Total
Valid
Percent Percent
ve
Percent
133
44.3
44.3
44.3
167
55.7
55.7
100.0
300
100.0
100.0
Flavored
bottled
water has not been
consumed
to
a
large extent by the
sample
under
study; however our
research indicates it
as
a
influential
factor which could
enhance
buying
behavior of bottled
water.
Freque
ncy
Valid
yes
Percent
Valid
Percent
Cumulati
ve
Percent
66
22.0
22.0
22.0
224
74.7
74.7
96.7
Can't
say
10
3.3
3.3
100.0
Total
300
100.0
100.0
no
Frequen
cy
Percent
Valid Daily
Valid
Percent
Cumulativ
e Percent
70
23.3
23.3
23.3
Twice a
week
91
30.3
30.3
53.7
Once a
week
52
17.3
17.3
71.0
Rarely
87
29.0
29.0
100.0
300
100.0
100.0
Total
The maximum consumption of

bottled water is twice a week.
Though it is indicated by our
study that tap water is slightly
preferred over bottled water
for
daily
household
consumption, however bottled
water is the preferred source
when outdoors. Thereby, it can
be inferred bottled water
being purchased twice a week
with highest frequency.
1 liter is the maximum size of

bottled water which is normally
preferred by the sample. This is
useful with regards to volume of
water and packaging of bottled
water.
Frequen
cy
Valid
Percent
Valid
Cumulativ
Percent
e Percent
500ml
31
10.3
10.3
10.3
1 litre
182
60.7
60.7
71.0
2 litre
28
9.3
9.3
80.3
5 litre
1.7
1.7
82.0
54
18.0
18.0
100.0
300
100.0
100.0
20 litre
Total
Bottled water is a preferred

source of drinking than tap
water
primarily
due
to
convenience,
when
the
sample
under
study
is
outdoors.
Frequen
cy
Valid yes
Percent
Valid
Percent
Cumulativ
e Percent
79
26.3
26.3
26.3
no
221
73.7
73.7
100.0
Total
300
100.0
100.0
Price is not a very critical

factor for the sample in
influencing the decision of
bottled water. It can be
inferred that the sample
under study is not price
sensitive, also because the
maximum income group of
the sample is Rs. 50000 and
above per month.
Frequen
cy
Valid yes
Percent
Valid
Percent
Cumulativ
e Percent
29
9.7
9.7
9.7
no
271
90.3
90.3
100.0
Total
300
100.0
100.0
There is a clear preference for

bottled water due to safety and
cleanliness reasons amongst the
sample under study. It can be
inferred that enhancing nutrition
and chemical composition of
bottled water is vital.
Frequen
cy
Valid yes
Percent
Valid
Percent
Cumulative
Percent
174
58.0
58.0
58.0
no
126
42.0
42.0
100.0
Total
300
100.0
100.0
There is a clear preference for

bottled water due to safety
and
cleanliness
reasons
amongst the sample under
study. It can be inferred that
enhancing
nutrition
and
chemical
composition
of
bottled water is vital.
Frequen
cy
Valid yes
Percent
Valid
Percent
Cumulative
Percent
186
62.0
62.0
62.0
no
114
38.0
38.0
100.0
Total
300
100.0
100.0
The majority sample is neutral

towards the attribute taste , while
purchasing bottled water however it
is closely followed being the most
important. Hence, taste can also be
used as an influencing factor in
encouraging preference for bottled
water.
Frequen
cy
Valid
least
important
hardly
important
neutral
often
important
most
important
Total
Percent
Valid
Cumulative
Percent
Percent
59
19.7
19.7
19.7
42
14.0
14.0
33.7
77
25.7
25.7
59.3
58
19.3
19.3
78.7
64
21.3
21.3
100.0
300
100.0
100.0
Frequen
cy
Valid
least
important
hardly
important
neutral
often
important
most
important
Total
Percent
Valid
Cumulative
Percent
Percent
26
8.7
8.7
8.7
12
4.0
4.0
12.7
26
8.7
8.7
21.3
61
20.3
20.3
41.7
175
58.3
58.3
100.0
300
100.0
100.0
Majority of the sample

consider water quality
as an extremely
important
attribute
while
purchasing
bottled water. This
highlights
chemical
and
nutrient
composition plays an
important role, which
is in relation to that
the sample prefers to
buy bottled water due
to
safety
and
cleanliness.
The sample considers chemical

composition
also
as
an
important
attribute
while
purchasing bottled water. This
highlights
chemical
and
nutrient composition plays an
important role, which is in
relation to that the sample
prefers to buy bottled water
due to safety and cleanliness.
Frequen
cy
Valid
least
important
hardly
important
neutral
often
important
most
important
Total
Percent
Valid
Cumulativ
Percent
e Percent
62
20.7
20.7
20.7
47
15.7
15.7
36.3
72
24.0
24.0
60.3
70
23.3
23.3
83.7
49
16.3
16.3
100.0
300
100.0
100.0
The sample is neutral

towards
price
while
purchasing bottled water,
which reflects the current
offerings in the market are
competitively priced. The
sample is not very price
sensitive.
Frequen
cy
Valid
least
important
hardly
important
neutral
often
important
most
important
Total
Percent
Valid
Cumulativ
Percent
e Percent
43
14.3
14.3
14.3
38
12.7
12.7
27.0
100
33.3
33.3
60.3
54
18.0
18.0
78.3
65
21.7
21.7
100.0
300
100.0
100.0
Frequen
cy
Valid
least
important
hardly
important
neutral
often
important
most
important
Total
Percent
Valid
Cumulativ
Percent
e Percent
34
11.3
11.3
11.3
23
7.7
7.7
19.0
56
18.7
18.7
37.7
93
31.0
31.0
68.7
94
31.3
31.3
100.0
300
100.0
100.0
The
sample
considers brand as
an
extremely
important attribute
while
purchasing
bottled water. It can
also be inferred that
the sample is able to
associate brand with
trust with regards to
bottled water.
Frequen
cy
Valid
least
important
hardly
important
neutral
often
important
most
important
Total
Percent
Valid
Cumulativ
Percent
e Percent
60
20.0
20.0
20.0
43
14.3
14.3
34.3
99
33.0
33.0
67.3
62
20.7
20.7
88.0
36
12.0
12.0
100.0
300
100.0
100.0

towards
packaging
as an attribute while
purchasing
bottled
water. This could be
useful for companies
in
designing
/packaging of the
product, and avoid
wasteful expenditure.
Frequen
cy
Valid
least
important
hardly
important
neutral
often
important
most
important
Total
Percent
Majority of sample has rated

availability as the most important
attribute while purchasing bottled
water. This is useful with regards to
distribution strategies which can be
adopted
by
companies
manufacturing bottled water.
Valid
Cumulativ
Percent
e Percent
32
10.7
10.7
10.7
27
9.0
9.0
19.7
63
21.0
21.0
40.7
97
32.3
32.3
73.0
81
27.0
27.0
100.0
300
100.0
100.0
Frequen
cy
Valid
least
important
hardly
important
neutral
often
important
most
important
Total
Percent
Valid
Cumulativ
Percent
e Percent
80
26.7
26.7
26.7
50
16.7
16.7
43.3
95
31.7
31.7
75.0
34
11.3
11.3
86.3
41
13.7
13.7
100.0
300
100.0
100.0

towards seasonality as
an
attribute
while
purchasing
bottled
water.
Therefore,
bottled
water
is
preferred
across
seasons (and not just
primarily
during
summers).
AT TRIBUTES
Descriptive Statistics
N
Minimu Maximu
m
m
Mean
Std.
Deviation
taste
300
3.09
1.404
300
4.16
1.261
300
2.99
1.370
300
3.20
1.309
300
3.63
1.303
300
2.90
1.275
300
3.56
1.270
300
2.69
1.342
water quality
chemical
composition
price
brand
packaging
availability
seasonality
Valid N (listwise)
300
Bottled water is maximum

bought by the sample from
mom n pop shops (such as
paan or grocery, in and out
stores)
followed
by
restaurants, as reflected
bottled water primarily
being
preferred
when
outdoors.
Cumulati
Freque
Valid
ve
ncy
Percent Percent Percent
Valid
malls
48
16.0
16.0
16.0
medical
shops
43
14.3
14.3
30.3
restaurant
s
68
22.7
22.7
53.0
movie
theatres
29
9.7
9.7
62.7
112
37.3
37.3
100.0
mom n pop
shops
The sample is satisfied with

bottled
water
offerings
currently available in the
market. It can be inferred
that new product launches
may be affected with existing
satisfaction.
Frequen
cy
Valid sa
Percent
Valid
Cumulativ
Percent
e Percent
46
15.3
15.3
15.3
146
48.7
48.7
64.0
77
25.7
25.7
89.7
28
9.3
9.3
99.0
1.0
1.0
100.0
300
100.0
100.0
sd
Total
The study indicates that the

sample find bottled water
products currently available
in the market as reasonable,
hence again indicating that
the sample is not very price
sensitive.
Frequen
cy
Valid ve
Percent
Valid
Cumulativ
Percent
e Percent
3.0
3.0
3.0
93
31.0
31.0
34.0
155
51.7
51.7
85.7
40
13.3
13.3
99.0
1.0
1.0
100.0
300
100.0
100.0
va
Total
The sample is brand

loyal, indicating they are
brand conscious and
usually
prefer
their
choice of brand when it
comes to bottled water.
This indicates it could be
difficult for companies to
shift consumers from
competitors.
Frequen
cy
Valid
Percent
Valid
Cumulativ
Percent
e Percent
always
51
17.0
17.0
17.0
usually
154
51.3
51.3
68.3
71
23.7
23.7
92.0
18
6.0
6.0
98.0
2.0
2.0
100.0
300
100.0
100.0
sometim
es
may be
never
Total
The sample considers

prices of current bottled
water
offerings
as
reasonable and are not
price
sensitive.
Therefore,
a
lower
priced bottled water will
not
influence
their
purchasing
decision,
again reflecting them to
be brand loyal.
Frequenc
y
Valid yes
no
Total
Percent
Valid
Cumulative
Percent
Percent
137
45.7
45.7
45.7
163
54.3
54.3
100.0
300
100.0
100.0
Bisleri is still the most

preferred bottled water of
sample, which was was
one of the first companies
to foray into the market of
bottled water. Aquafina
and
Kinley
are
also
preferred.
Freque
ncy
Valid
Percent
Valid
Cumulativ
Percent
e Percent
Aquafina
63
21.0
21.0
21.0
Bisleri
90
30.0
30.0
51.0
Kinley
64
21.3
21.3
72.3
40
13.3
13.3
85.7
43
14.3
14.3
100.0
300
100.0
100.0
Mount
Kailash
Bailey
Total
Health conditions or disease

does not have any
influence sample to drink
bottled water.
Frequen
cy
Valid yes
Percent
Valid
Percent
Cumulativ
e Percent
59
19.7
19.7
19.7
no
241
80.3
80.3
100.0
Total
300
100.0
100.0
The sample has chosen

color as an important factor
which will influence their
buying decision of bottled
water. This can be useful for
companies
wanting
to
launch or innovate existing
offerings.
Frequen
cy
Valid
least
influence
hardly
influence
neutral
often
influence
most
influence
Total
Percent
Valid
Cumulativ
Percent
e Percent
64
21.3
21.3
21.3
39
13.0
13.0
34.3
51
17.0
17.0
51.3
57
19.0
19.0
70.3
89
29.7
29.7
100.0
300
100.0
100.0
The
sample
considers
fragrance as neutral and
least
important
factor
which could influence their
buying decision.
Frequen
cy
Valid
least
influence
hardly
influence
neutral
often
influence
most
influence
Total
Percent
Valid
Cumulativ
Percent
e Percent
69
23.0
23.0
23.0
45
15.0
15.0
38.0
71
23.7
23.7
61.7
69
23.0
23.0
84.7
46
15.3
15.3
100.0
300
100.0
100.0
Cumulati
Freque
ncy
Valid
least
influence
hardly
influence
neutral
often
influence
most
influence
Valid
Percent Percent
ve
Percent
48
16.0
16.0
16.0
30
10.0
10.0
26.0
51
17.0
17.0
43.0
62
20.7
20.7
63.7
109
36.3
36.3
100.0
The
sample
considers
flavor as most important
factor
which
could
influence
their
buying
decision. This reflects the
sample
would
be
interested
in
flavored
bottled water if introduced
in the market.
NEW ATTRIBUTES IF
INCLUDED
Descriptive Statistics
N
Minimu Maximu Mea

m
m
n
Std.
Deviation
if included which
factors will
influence your
buying decisioncolor
300
5 3.23
1.522
if included which
factors will
influence your
buying decisionfragrance
300
5 2.93
1.384
if included which
factors will
influence your
buying decisionflavor
300
5 3.42
1.531
Valid N
(listwise)
300
The total sample size is 300,

which comprised of 190 males
and 110 females
Frequen
cy
Valid
Percent
Valid
Cumulative
Percent
Percent
male
190
63.3
63.3
63.3
female
110
36.7
36.7
100.0
300
100.0
100.0
Total
The age group of sample

mostly is 40 and above and
25 years
Frequen
cy
Valid
Percent
Valid
Cumulativ
Percent
e Percent
10-25
113
37.7
37.7
37.7
26-30
42
14.0
14.0
51.7
31-45
75
25.0
25.0
76.7
70
23.3
23.3
100.0
300
100.0
100.0
45 and
above
Total
Descriptive
Statistics
Cross tabulation
Preference vs. Age group vs. Gend
age group
45 and
gender
male
10-25
where do u obtain
Bottled
most of your drinking
Water
water ?
Tap Water
Total
female
where do u obtain
Bottled
most of your drinking
Water
water ?
26-30
31-45
above
Total
32
14
14
65
43
19
34
29
125
75
33
39
43
190
23
26
64
Size vs. Place of purchas

Asymp. Significance
level: .000
1
litre
of
bottled water is
purchased
maximum from
mom n pop
shops.
where do you buy most of bottled from

medical
malls
what size of bottled
shops
restaurants
movie
mom n pop
theatres
shops
Total
500ml
12
31
water do you normally 1 litre

purchase
2 litre
31
18
50
17
66
182
11
28
5 litre
20 litre
17
29
54
48
43
68
29
112
300
Total
Buying frequency vs. Place of purcha

Asymp. Significance level:
0.021
Bottled
water
is
purchased
twice
a
week from mom n pop
shops by the sample
as maximum.
Count
where do you buy most of bottled from
medical
malls
How often do you
Daily
purchase bottled
Twice a
water
week
Once a
shops
restaurants
movie
mom n pop
theatres
shops
Total
15
14
28
70
13
23
15
33
91
13
23
52
Brand vs. Age Group

Asymp. Significance level: .409
Bisleri and Aquafina are most

preferred bottled water from
mom n pop shops in the age
group of 20 and 40
Count
age group
45 and
10-25
Which brand of
Aquafina
bottled water do you Bisleri

buy the most
Kinley
Mount
Kailash
26-30
31-45
above
Total
23
11
16
13
63
43
18
23
90
21
10
18
15
64
11
12
40
Flavor
Asymp. Significance level: 0.140
Consumers consider flavor(if
included) as an important
attribute that might affect their
buying behavior and they
probably want companies to
add bottled water with new
flavors to their product line
Count
if included wich factors will influence your buying
decision-flavor
least
hardly
influence
influence
neutral
often
most
influence
influence
Total
do you drink
yes
11
12
34
66
flavoured water ?
no
35
26
43
49
71
224
10
48
30
51
62
109
300
Can't say
Total
Profession and Preferenc

Asymp. Significance level: 0.006
Count
where do u obtain most of your drinking
water ?
Bottled Water
profession
Tap Water
Total
self employed
29
43
72
student
52
44
96
teacher
10
13
23
doctor
14
19
lawyer
20
33
53
22
26
businessman
govt employee
Descriptive
Statistics
Hypothesis Testing
Independent Sample-T Testing
Brand vs. Price

Hypothesis :
Ho: Consumers who consider branding as an
important attribute do not consider price as an
important attribute while purchasing bottled
water
H1: Consumers who consider branding as an
important attribute consider price as an
important attribute while purchasing bottled
water
T -statistic value: .554

Significance level: 0.580
P-value= 0.580
Since,
p-value(0.580) > 0.05
Therefore,
Thenull
hypothesisis
accepted and a conclusion is
made people who consider
brand as an important attribute
do not consider price as an
important
attribute
while
purchasing bottled water.
Levene's Test for

Equality of
Variances
t-test for Equality of Means

95% Confidence
Mean
Std.
Interval of the
Error
Difference
Sig. (2- Differenc Differenc

F
Sig.
df
tailed)
Lower
Upper
attributes you Equal

consider while variances
purchasing
bottled water-
assumed
1.410
.236
.554
298
.580
.084
.151
-.214
.381
Medical Condition vs. Safety

Hypothesis :
Ho: A consumer suffering from a condition that
forces him to drink more water than usual does
not consider safety as an important attribute
while purchasing bottled water.
H1: A consumer suffering from a condition that
forces him to drink more water than usual
considers safety as an important attribute while
purchasing bottled water.
Alpha: 0.05
T -statistic value: -3.859

P-value= 0.000
Since,
p-value(0.000) < 0.05
Therefore,
Thenull hypothesisis rejected
and
alternate
hypothesis
is
accepted and a conclusion is made
that Consumer who are suffering from
any medical condition prefer bottled
water over tap water(RO water)
because of safety
Levene's Test for
Equality of
Variances

95% Confidence
Mean
Std.
Interval of the
Error
Difference

F
Bottled water
Equal variances
products
assumed
available in the Equal variances
2.305
Sig.
.130 -3.859
df
298
tailed)
.000
e
-.327
e
.085
Lower
-.493
Upper
-.160
Consumption Pattern vs. affordability

Hypothesis :
Ho: People who oftenly purchase bottled water
for consumption do not consider affordability as
an important attribute
H1: People who oftenly purchase bottled water
for consumption
consider affordability as an
important attribute
Alpha: 0.05
T -statistic value: -1.559

P-value= 0.120
Since,
p-value(0.120) > 0.05
Therefore,
Thenull hypothesisis accepted
and a conclusion is made that people
who oftenly purchase bottled water
for consumption do not consider
affordability as an important attribute
It can be inferred that our sample is
probably price insensitive
Levene's Test for
Equality of
Variances

95% Confidence
Mean
Std.
Interval of the
Error
Difference

F
How often do
Equal variances
you purchase
assumed
bottled water
Equal variances
.108
Sig.
.743 -1.559
df
298
tailed)
.120
e
-.347
e
.222
Lower
-.784
Upper
.091
CONCLUSION
Tap water preferred by sample but when outdoors, bottled
water consumed maximum in the age group of 20-40

1 Liter of bottled water is purchased maximum from mom n pop
shops, grocery and in & out stores, medical shops etc.
Implications on distribution strategies of companies
There is brand loyalty amongst consumers for preference of
bottled water
Bisleri and Aquafina most preferred. Current market offerings
are reasonably priced
Consumers are not price sensitive
Sample prefers bottled water due to convenience, safety and
cleanliness reasons
Flavor in bottled water could be included by companies in their
new product launches to influence buying behavior
THANK
YOU !!

Consumer Behavior of Bottled Water

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Consumer Behavior of Bottled Water

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A STUDY ON THE CONSUMER

PREFERENCE (or BUYING

preference) for bottled water, which are consumed across age

for bottled water

To understand the rising importance of bottled water in the present day

buying decision or preference for bottled water

variable, the extent of association between variables

data were collected at a single point of time. For

regard to purchase influence (using Liker

LIMITATIONS OF THE STUDY

under study is small (300)

Tap water is still a more preferred

The maximum consumption of

1 liter is the maximum size of

Bottled water is a preferred

Price is not a very critical

There is a clear preference for

There is a clear preference for

The majority sample is neutral

Majority of the sample

The sample considers chemical

The sample is neutral

The sample is neutral

Majority of sample has rated

The sample is neutral

Bottled water is maximum

The sample is satisfied with

The study indicates that the

The sample is brand

The sample considers

Bisleri is still the most

Health conditions or disease

The sample has chosen

Minimu Maximu Mea

The total sample size is 300,

The age group of sample

Preference vs. Age group vs. Gend

most of your drinking

most of your drinking

Size vs. Place of purchas

where do you buy most of bottled from

water do you normally 1 litre

Buying frequency vs. Place of purcha

Brand vs. Age Group

Bisleri and Aquafina are most

bottled water do you Bisleri

Profession and Preferenc

Brand vs. Price

T -statistic value: .554

Levene's Test for

t-test for Equality of Means

Sig. (2- Differenc Differenc

attributes you Equal

Medical Condition vs. Safety

T -statistic value: -3.859

t-test for Equality of Means

Sig. (2- Differenc Differenc

available in the Equal variances

Consumption Pattern vs. affordability

T -statistic value: -1.559

t-test for Equality of Means

Sig. (2- Differenc Differenc

water consumed maximum in the age group of 20-40