Consumer Buying Behaviour towards Beverages with Special Reference to Bisleri in Bhiwandi

Abstract Consumer preferences in the beverage industry are evolving, with bottled water becoming a necessity due to rising health awareness. Bisleri, a leading brand, is known for its purity, trust, and sustainability. This study explores consumer buying behavior towards Bisleri in Bhiwandi, analyzing purchase decisions, brand loyalty, sustainability awareness, and counterfeit concerns. Using a descriptive research approach, data was collected from 100 respondents via structured questionnaires and supplemented with secondary sources. Findings reveal that students (88%) and young consumers (78%) form the largest consumer base, with brand trust (33%) and purification (25%) as key drivers. 74% prioritize eco-friendly packaging, but 54% have encountered counterfeit products, raising authenticity concerns. The study highlights the need for anti-counterfeit measures, sustainability initiatives, and product innovation. Recommendations include QR-based authentication, recycling awareness, and digital engagement to enhance trust and market leadership