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Consumer's Brand Preference of Packaged Drinking Water in Coimbatore City


Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India
     

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In India, 80% of the diseases are water-borne and 60-80% children suffer from this. 50000 people die every day due to water contamination with 8 million cases of typhoid every year in India. Packaged drinking water industry is at a whooping rate of growth with nearly 200 brands in India, 80% being local. So the consumers need to be diligent in brand selection. The present paper aims to study the brand preference of consumers in Coimbatore City. Totally 120 consumers were selected by convenience sampling method in Coimbatore City. Percentage analysis, Garrett's ranking and Likert analysis were used to study the brand preference and factors influencing the purchase of packaged drinking water and to examine the brand loyalty and brand switching behavior of consumers. The study indicated that Bisleri and Sirnvani were the most preferred brands. Quality, taste and comparatively lower price were the important factors which influenced the purchase of packaged drinking water. The brand name acts as a vital source for preference of brands. The consumers remain loyal as long as the brand is available in their local market and there is a consistency in price.

Keywords

Consumer Brand Preference, Packaged Drinking Water, Brand Loyalty, Brand Switching Behavior.
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  • Kesavan, D.N., & Ramasubramania, A. (2016). Consumers' awareness on packaged drinking water brands in Ramnad District Likert mean score analysis. International Journal of World Research, If Issue XXXIV.
  • Kesavan, D.N., & Ramasubramania, A. (2016). Brand preference and consumers' awareness towards packaged drinking water in Ramnad district: An analysis. Asia Pacific Journal of Research, I, Issue XXXIV.
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  • Vanitha, D.S. (2017). Consumer's awareness and attitude towards packaged drinking water in Thoothukudi district. International Journal of Research-Grnnthaalayah, 5(1), 47-57. https://doi.org/10.5281/zenodo.345100
  • https://www.nrdc.org/
  • infochangeinidia.org.indiastat.com

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  • Consumer's Brand Preference of Packaged Drinking Water in Coimbatore City

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Authors

S. Sowmya
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India
T. Samsai
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India

Abstract


In India, 80% of the diseases are water-borne and 60-80% children suffer from this. 50000 people die every day due to water contamination with 8 million cases of typhoid every year in India. Packaged drinking water industry is at a whooping rate of growth with nearly 200 brands in India, 80% being local. So the consumers need to be diligent in brand selection. The present paper aims to study the brand preference of consumers in Coimbatore City. Totally 120 consumers were selected by convenience sampling method in Coimbatore City. Percentage analysis, Garrett's ranking and Likert analysis were used to study the brand preference and factors influencing the purchase of packaged drinking water and to examine the brand loyalty and brand switching behavior of consumers. The study indicated that Bisleri and Sirnvani were the most preferred brands. Quality, taste and comparatively lower price were the important factors which influenced the purchase of packaged drinking water. The brand name acts as a vital source for preference of brands. The consumers remain loyal as long as the brand is available in their local market and there is a consistency in price.

Keywords


Consumer Brand Preference, Packaged Drinking Water, Brand Loyalty, Brand Switching Behavior.

References