Based on the past research key target audiences behavior and their familiarity and favorability depend upon

following factors. 1) Awareness on packaged drinking water 2) Consumption Brand and Non Brand drinking water 3) Sources of awareness 4) Forms of advertisement 5) Point of purchase 6) Opinion regarding the price of packaged drinking water 7) Satisfaction level of the consumers regarding packaged drinking water 8) Type of package preferred by the consumer 9) Opinion on the convenient type of package drinking water 10) Availability of packaged drinking water 11) Place of purchase 12) Reasons for preferring packaged drinking water Given below is the data collected for the given preferences of the consumer while purchasing packaged drinking water. Table 1 Awareness on packaged drinking water Aware Aware Frequency 150 Percent 100.0

Table 1 demonstrates the respondents awareness towards the packaged drinking water. The awareness factor influences the buying behavior of the consumer. In this study it is confined that all the respondents who are taken for the study were aware of packaged drinking water. Among the consumer consuming packaged drinking water who were taken for study. It is clear that all the respondents were aware of packaged drinking water. Table 2 Consumption Brand and Non Brand drinking water Type of packaged water Brand Non-Brand Total Frequency 40 45 150 Percent 26.7 30.0 100.0

Table 2 explains the respondents consuming packaged drinking water. It could be understood from the study, 115 (76.7) Per cent of the consumers consume only branded drinking water and the remaining 35 (23.3) per cent of the consumers consumes non branded packaged drinking water. It is a information to all the manufacturers of packaged drinking water to make the untapped segment of consuming packaged drinking of non-brand.

Table - 3 Sources of awareness Sources of awareness Friends Family Doctor Advertisement Total Frequency 40 25 25 60 150 Percent 26.7 16.7 16.7 40.0 100.0

Table 3 elaborates the source of awareness in purchasing package drinking water. The word of mouth marketing techniques is the best strategy to reach the minds of consumers. In this study it is confined that 40 (26.7) Per cent of the respondents have got awareness through their friends, 25 (16.7) Per cent of the respondents have got awareness by family members, 25 (16.7) per cent of the respondents have got awareness through doctor and the remaining 60 (40.0) per cent of the respondents have got awareness through advertisement. Through the advertisement media, the manufacturers of packaged drinking water have reached the minds of consumers. Table 4- Forms of advertisement Media Banners Notice bills Newspapers/Magazines Radio/Television Total Frequency 24 11 30 85 150 Percent 16.0 7.3 20.0 56.7 100.0

Table 4 explains the form of advertisement made by the agents, manufacturers and dealers to increase the demand of packaged drinking water. In this study it was understood that 24 (16.0) Per cent of the respondents have got aware through awareness through banner advertisement, 11 (7.3) Per cent of the respondents have got awareness through notice bill advertisement, 30 (20.0) per cent of the respondents have got awareness through newspaper/magazines advertisement and the remaining 85 (56.7) per cent of the respondents have got awareness through radio/television advertisement. Among the consumer consuming packaged drinking water that was taken for study. It is clear that advertisement made through Radio/Television reaches the consumer mind.

Table 5 Point of purchase Attributes Brand Quality Price Package size Quantity Total Frequency 61 44 26 6 13 150 Percent 40.7 29.3 17.3 4.0 8.7 100.0

Table 5 explains respondent's attitude while purchasing packaged drinking water. The educated and awarded consumers purchase various products by considering different brand attributes. In this study it is confined that 61 (40.7) Per cent of the respondents look for the aspect of brand, 44 (29.3) Per cent of the respondents expects quality, 25 (17.3) per cent of the respondents opt for reasonable price, 6 (4.0) per cent of the respondents look for package and the remaining 13 (8.7) per cent of the respondents were keen in the aspect of quantity. A majority of the respondents expects to buy branded packaged water for their consumption Table -6 Opinion regarding the price of packaged drinking water Opinion Not important Important Very important Total Frequency 25 98 27 150 Percent 16.7 65.3 18.0 100.0

Table 6 explains the importance of price among the respondents in buying packaged drinking water. The price factor rules the minds of consumers. In this study it is confined that 25 (16.7) per cent of the consumers have opined that price is not much important as purchase, 98 (65.3) per cent of the consumers have opined price was an important factor in buying decision and the remaining 27 (18.0) per cent of the consumers opines price is not important. A majority of the respondents have opined that price is an important factor on the purchase of packaged drinking water. Table 7 Satisfaction level of the consumers regarding packaged drinking water Level of satisfaction Highly satisfied Satisfied Less satisfied Total Frequency 18 130 2 150 Percent 12.0 86.7 1.3 100.0

Table 7 clearly explains the satisfaction level of the consumers who were consuming packaged drinking water. The higher the satisfaction level will influence the demand of packaged drinking water. In this study it is confined that 18 (12.0) Per cent of the consumers were highly satisfied, 130 (86.7) per cent of the consumers are satisfied and the remaining 2 (1.3) per cent of the consumers were less satisfied. Among the consumer consuming packaged drinking water who were taken for study. It is clear that the majority of the consumers are satisfied with the packaged drinking water. Table 8 Type of package preferred by the consumer Type of package Pet bottles Bubble top Total Frequency 51 99 150 Percent 34.0 66.0 100.0

Table 8 depicts the type of package preferred by the consumers who were consuming packaged drinking water. In this study it is confined that 51 (34.0) Per cent of the respondents prefer pet bottles and the remaining 99 (66.0) per cent of the respondents prefer bubble top. Among the consumer consuming packaged drinking water who were taken for the study, it is clear that bubble top package was mostly preferable by the respondents of packaged drinking water. Table - 9 Opinion on the convenient type of package drinking water Opinion Convenient Not convenient Total Frequency 137 13 150 Percent 91.3 8.7 100.0

Table 9 shows the aspect of convenience of the consumers who were consuming packaged drinking water. It is confined that 137 (91.3) per cent of the respondents were convenient with the package and the remaining 13 (8.7) per cent of the respondents were not convenient with the package. Among the consumer consuming packaged drinking water who were taken for study, it is clear that a majority of the consumers were feeling convenient with the package of drinking water.

Table - 10 Availability of packaged drinking water Opinion Available Not available Total Frequency 132 18 150 Percent 88.0 12.0 100.0

Table 10 explains the consumer's opinion on the availability of packaged drinking water. Out of 150 consumers who were consuming packaged drinking water, 132 (88.0) per cent of them are have opined that the packaged drinking water is easily available at all points and the remaining 18 (12.0) per cent of the consumers have opined that the packaged drinking water is not available. Table - 11 Place of purchase Place of purchase Departmental store/super market Dealer Nearby petty shop Grocery shop Total Frequency 39 54 52 5 150 Percent 26.0 36.0 34.7 3.3 100.0

Table 11 explains where the respondents buy packaged drinking water. It gives a clear evidence for the agents, manufacturers and dealers to know how to distribute packaged drinking water. In this study it is confined that 39 (26.0) Per cent of the respondents buy from departmental store/super market, 54 (36.0) Per cent of the respondents buy through dealers, 52 (34.7) per cent of the respondents from nearby petty shop and the remaining 5 (3.3) per cent of the respondents purchase in grocery shops. Among the consumer consuming packaged drinking water that was taken for study. It is clear that majority of the consumer buy packaged drinking water through dealers. Table - 12 Reasons for preferring packaged drinking water Reason Health Prestige Scarcity of water Total Frequency 94 28 28 150 Percent 62.7 18.7 18.7 100.0

Table 12 explains the purpose of why the consumer prefers packaged drinking water. It gives a clear evidence for the agents, manufacturers and dealers to estimate the demand of packaged

drinking water. In this study it is confined that 94 (62.7) per cent of the consumers prefer packaged drinking water for health, 28 (18.7) per cent of the consumers prefer for prestige issue and the remaining 28 (18.7) per cent of the consumers prefer due to scarcity of water. Among the consumer consuming packaged drinking water that was taken for study, it is clear that health is the purpose of preferring of packaged drinking water. Rank analysis for the factors which has induced to buy the particular brand Factors Physical characteristics Attractive package Brand name Advertisement Easy availability Price Health factors Average mean 4.12 2.18 5.13 3.04 3.07 4.98 5.49 Rank 4 7 2 6 5 3 1

From the above table it could be understood that the factor Health has secured first rank with the an average of mean of 5.49, second, third, fourth rank are secured by the factors like Brand name, Price, Physical characteristic with the average mean of 5.13, 4.98, 4.12 respectively and fifth, sixth, seventh are secured by the factors like Easy availability, Advertisement, Attractive package with the average mean of 3.07, 3.04, 2.18 respectively. In the study it could be confined that Health is the majority factor influencing in purchase of packaged drinking water