BRAND PREFERENCES OF THE CONSUMERS IN BUYING PACKAGED DRINKING WATER

Ramesh Kumar S, N. Vanitha, Dr. K. Sathya Bama, Dr. G. Padma Parvathy,

Abstract


The aim of the present study is to examine the brand preferences of the consumers in buying packaged drinking water. Interviews of 607 randomly selected consumers representing four districts in the southern district of Tamil Nadu. The brand preference depends on the family type of the respondents.  The respondents give first preference for the more quantity and service quality.  The change of service quality is a key factor to retain or switch over to another brand. The low and high education level of the respondents does not associate to shift to another brand. Government should take steps to create awareness in checking of quality marks in the packaged drinking water.

 


References


References

Murali D. and Ramesh C., “Packaged Drinking Water Industry – What we see is the Tip of the Ice Berg”, Business Line – e.paper, Friday, July 27-2007.

Nithiyanandan, K.“Market status of mineral water industry with special reference to TEAM”, MBA project report, Department of Management studies, Madurai Kamaraj University, Madurai, April 2000.

Sasirega Ramani and Sudharsava Reddy, C.H., “A study on Institutional consumer perception of packaged drinking water”, MBA Project Report, Depart of Management Studies, Sri Sairam Engineering College, Chennai, May 1999.


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ISSN : 2251-1547