Consumer behavior on bottled mineral water

Abstract

Water by itself may appear to be an undifferentiated good to many. As water is a necessity just like Oxygen. However, when it comes to packaged and processed bottled mineral water, it creates a demand backed up my monetary value. The consumers mind most often cycles around the factors such as taste, preferences and opinions before purchasing a bottled mineral water. Hence, this report is a study on the consumer behavior towards the numerous available bottled mineral water at the consumer’s disposal. Water being water might seem of the same weight and importance to all, however this report investigates deeper into understanding why some bottled mineral water brands are performing better than the others. A friendly survey has been conducted on thirty respondents to determine the perceptions of bottled mineral water from different angles and based on multiple attributes via a method called perceptual mapping. The factors or attributes evaluated on were Taste, Packaging, Advertisement, Distribution, Price, Brand Image and Overall Rank. Following the survey, the findings were compiled down to an average to easily interpret where the brands in subject (MUM, AQUAFINA and SPA) stand today. Pointing where the improvement areas are and tracing where the strength lies. The perceptual mapping findings led to conclusions such as Brand USP, reasons of success, reasons of failure and future recommendations.