Understanding Consumer Preferences for Branded Mineral Water

Abstract: Consumer preferences for mineral water are governed by a host of factors, such as brand image, quality, packing, availability, and pricing. This study looks at consumer behavior toward packaged drinking water concerning buying habits, favoured brands, and decision factors. Data collection from primary sources using survey techniques was done to understand the various consumer expectations about packaged drinking water, buying frequency, brand loyalty, and advertisement awareness. The study found that brand image, availability, and quality were the most significant determinants affecting purchase decisions, with Bisleri, Kinley, and Aquafina being the most favoured brands. Besides, the study establishes consumer concerns regarding pricing, bottle sizes, and the visibility of the brands in the retail stores. This finding provides a good basis for the mineral water companies to plan for better market positioning and consumer satisfaction thrusts. Keywords: Consumer Preferences, Packaged Drinking Water, Brand Reputation, Purchasing Behavior, Mineral Water Market, Product Availability, Bottle Packaging, Consumer Awareness