Proposal: Consumer Preference towards Bottled Drinking Water ; A Study on

Meghna Group

Introduction:

Studying the consumers behavior is not an easy task at all, in particular observing
only one aspect of consumer behavior is quite arduous, like in the present case, the
consumers preference for a certain product (Bottled water). Among the many
factors of consumer preference, the basic preference is dependent upon culture,
education, and taste of individuals.

Water is one of the fundamental necessities of life and it is needless to mention that
water, a compound of Hydrogen and Oxygen is a precious natural gift which is very
essential for survival of mankind including animals. The water used for potable
purposes should be free from undesirable impurities. The water available from
untreated sources such as Well, Boreholes and Spring is generally not hygienic and
safe for drinking. Thus, it is desirable and necessary to purify the water and supply
under hygienic conditions for human drinking purpose. The bottled water is
basically purified water fortified with requisite amounts of minerals such as Barium,
Iron, Manganese, etc. which can be absorbed by human body. It is either obtained
from natural resources like spring and drilled wells or it is fortified artificially by
blending and treating with mineral salts. The potable water is manufactured and
packed under hygienic conditions in properly washed and cleaned bottles in
sterilized conditions.

Bottled water is a ubiquitous commodity in the contemporary world. We have a

fascination with bottled water though it is far more expensive per unit of volume
than tap water or filtered water, and even gasoline in some places around the
world, bottled water is popular and widespread. The environmental impact of
bottled water, however, can be significant, and the health impacts on individuals is
even more so. People buy bottled water because they dont like the taste or smell
of tap water, while others buy it because of health concerns with public water
contamination. In the topical region, the demand for purified water even increases
more during summer season. As for Bangladesh, it is an over populated country and
thus the stipulate for bottled water is quite large and so far, the bottled water
manufacturers have found a positive outcome but still there is a huge gap in
between demand and supply at all cities and towns although a large number of
companies have entered in the bottling of safe potable water. THE MEGHNA GROUP
is one of the largest bottled water manufacturers and their product "Fresh drinking
water " is widely accepted.

Importance of the study:

Approximately all over the world, research is being carried out based on customers'
preference toward bottled drinking water, except a few which includes Bangladesh.
The following paper will reveal some important aspects regarding the use of
information concerning consumer preferences. If this particular research is operated
in Bangladesh, then the findings of the research will mostly be useful to those who
intends to penetrate the Bangladesh market with least cost, time and energy, and
the outcome will certainly indicate the most important factors through Bangladeshi
customers' preference toward bottled drinking water. The purpose of this research
will rank the quality perceived to be most important in relation to consumer
behavior.

Objectives of the study:

I. The research will Explore knowledge and attitude of Bangladeshi customers'

toward bottled drinking water.
II. The research may be able to specify factors which provide clear view about
influencing customers toward Bottled drinking water.
III. The recognition of the specific obstetric complication that may occur to
influence the customer's behavior.
IV. The research will end by providing findings and recommendations to
overcome the obstacles.

Methodology:

The methodology of the study is based on the primary as well as secondary data. It
intends to explore the consumers perception towards bottled drinking water. Most
of the primary data for the study will be gathered through a well-framed and
structured questionnaire.

Literature review:

A broad variety of efforts and theories that attempt to describe the factors which
influence the consumers and their behaviors when making purchasing decisions.
The goal of the investigation of consumer behavior is to discover the patterns of
consumers' attitude in their decision to buy or to ignore a product. (Matsatsinis,
Samaras, 2000). Consumers preferences for products or brands arise from the
combination of many different factors. Some factors come from features of the
product itself (e.g., price, durability), while others are attributes of consumers
themselves (e.g., goals, attitudes, discretionary income), (Venkatraman, Clithero,
Fitzsimons, and Huettel, 2012). Ge, Brigden and Hubl (2015) proposed that
consumers often make choices in settings where some alternatives are known and
additional alternatives can be unveiled through exploration. When making a choice
from a set of alternatives, the manner in which each of these factors was discovered
should be irrelevant from a normative standpoint. Consumers must often decide
between choosing among a set of previously discovered alternatives and searching
to discover additional alternatives before making a choice. A substantial body of
prior work examines consumer choice from pre-determined sets of alternatives. As a
result, we know much about the influence of choice set composition and decision
context on choice (Ge, Brigden, and Hubl, 2015). Additionally, consumer
characteristics such as patriotism, protectionism and social economic conservatism
are effecting their choices (Spillan & Harcar, 2010).

Consumers believe that bottled water is convenient and has better taste than tap
water and moreover, they prefer bottled water as their primary drinking water
source when the perception arises that drinking water is not safe. (Hu, Zhihua, Lois
Wright Morton, and Robert L. Mahler,2011).

Consumer perception towards brand is an important aspect of marketing mix.(Gabor

& Contiu, 2012). Brand preference is regarded as a key step in consumer decision
making, involving elements of choice. (Jin & Weber,2013) Consumers will tend to
choose a brand that they consider congruent with their self-image. In this particular
way, each consumer at an individual basis will try to reflect his or her own identity
through choice.(Catalin,Andreea,2014).

Reference

Ctlin, M. C., & Andreea, P. (2014). Brands as a Mean of Consumer Self-expression

and Desired Personal Lifestyle. Procedia - Social and Behavioral Sciences, 109, 103-
107. http://dx.doi.org/10.1016/j.sbspro.2013.12.427

Gabor, M. R., & Coniu, L. C. (2012). Is DaciaLogan Car Brand on the First Place of
Romanian Youth Preferences? Testing the Influence of Advertising Campaigns with
Nonparametric Statistics. Procedia-Social and Behavioral Sciences, 58, 1344-1352.
http://dx.doi.org/10.1016/j.sbspro.2012.09.1118

Ge, X., Brigden, N., & Hubl, G. (2015). The Preference-Signaling Effect of Search.
Journal of Consumer Psychology, 25(2), 245-256.
http://dx.doi.org/10.1016/j.jcps.2014.09.003

Hu, Zhihua, Lois Wright Morton, and Robert L. Mahler. "Bottled water: United States
consumers and their perceptions of water quality." International Journal of
Environmental Research and Public Health 8.2 (2011): 565-578.
http://dx.doi.org/10.1016/j.jcps.2011.11.008

Jin, X., & Weber, K. (2013). Developing and Testing a Model of Exhibition Brand
Preference: The Exhibitors' Perspective. Tourism Management, 38, 94-104.
http://dx.doi.org/10.1016/j.tourman.2013.02.018
Matsatsinis, N. F., & Samaras, A. P. (2000). Brand Choice Model Selection Based on
Consumers Multicriteria Preferences and Experts Knowledge. Computers &
Operations Research, 27(7-8), 689-707. http://dx.doi.org/10.1016/S0305-
0548(99)00114-8

Spillan, J. E. & Harcar, T. (2013). A Comparative Study of Patriotism, Protectionism,

Social Economic Conservatism between Indian and Vietnamese Consumers: The
Effects of these Constructs on Buying Inclinations. Eurasian Journal of Business and
Economics, 6 (12), 1-26.

Venkatraman, V., Clithero, J. A., Fitzsimons, G. J., & Huettel, S. A. (2012). New
Scanner Data for Brand Marketers: How Neuroscience Can Help Better Understand
Differences in Brand Preferences. Journal of Consumer Psychology, 22(1), 143-153.

Table of contend
Chapter 1:Introduction
1.1Preface
1.2Background
1.3Importance of the study
1.4Objectives of the study
1.5 Literature Review
1.6 Methodology of the study

Chapter 2:Industry analysis

Chapter 3: Organizational Overview

3.1Overview of Meghna Group of Industries
3.2Brief profile of Meghna Group of Industries
3.3History
3.4Corporate vision, mission and values
3.5FMCG Products & services
3.6Corporate social responsibilities (CSR)
3.7SWOT analysis

Chapter 4: Findings of the study

Chapter 5: Questioner And Analysis

Chapter 6: Findings And Recommendation

Dear Sir or Madam!

Good morning/afternoon. We are humbly requesting you to participate in a survey which will
help us to Conduct our research on "Consumer preferences toward bottled drinking water" . The
interview will take about 5-10 minutes and is conducted anonymously.

PART (A)
Demographic:

Your Gender:
o Male o Female

What age range best describes you?

o 18-24 o 25-40 o 41-60 o 60 or older

What is your employment status? (mark the appropriate answer)

o Employed. o Self- o Unemploye o Retired / o Student / o Other,______

employed. d. renter. pupil. _
Marital Status:
o Married o Unmarried o Divorced/Separated/Wido
wed

Family Size:
o One o Two o Three o Four or more

Your Formal Education:

o Less than High o High School o Undergraduate o Graduate
School Graduate

What is the approximate combined annual income of your household ?

o 6,000 or o 6,001 to o 50,001 to o 75001 to o 1,00,001 to o 1,50,001
less 50,000 75,000 1,00,000 1,50,000 and over
 Part (B)

1. What size of water bottle do you buy normally?

o 250ml o 250ml o 500 ml o 1 liter o 1.5 liter o 2 liter o 5 liter

2. How frequently do you purchase ?

o Daily o Once a o Twice a o Once a o Twice a o Other,________
Week Week Month Month _

3. What would you prefer for bottled water, if offered for the same price:
o Quality of water o Quantity of o Brand
water

4. Please indicate the reason why you drink the bottled water:
o Convenie o Affordabl o Safe o Clean o Other
nt e ,_____________

5. Which factor would you favor to be changed among the following for bottled water products:
o Bottle Size o Water Quality o Packaging o Availability

6. How do you perceive the existing bottled water brands in terms of satisfaction ?
o Very o Somewhat o Satisfactory o Very less o No satisfaction
satisfactory satisfactory satisfactory at all

7. Bottled water products already available in the market are:

o Very Expensive o Expensive o Affordable o Affordable o Very Affordable

8. If the competitors offer at a lower price than the existing price of your preferred bottled
water, which product would you purchase ?
o Existing product o Lower price product

Question:
9. Are satisfied with the bottled water products that are available
in the market?
10. Do you think that bottled water products that are offered at
higher price have a better quality than other lower cost
brands ?
Do always prefer specific brand of bottled water?

If your favorite bottled water brand is not readily available, will

you buy any other brand?

We have made a list of some elements that you might consider when choosing a Bottled Drinking
Water. The list are as follows : (Please indicate HOW IMPORTANT is each of these elements when
you select.)
Elements When You Chose A Bottled DrinkingNot at all Not Less Much Very much
importantimportant impotent So-So important impotentimpotent
Water
a. 1.Quality 1 2 3 4 5 6 7
b. 2. Quantity 1 2 3 4 5 6 7
c. 3.Brand 1 2 3 4 5 6 7
d. 4.Taste 1 2 3 4 5 6 7
e. 5.Minerals 1 2 3 4 5 6 7
f. 6.Safty (Hygienic) 1 2 3 4 5 6 7
g. 7.Packaging 1 2 3 4 5 6 7
h. 8.Avaiability 1 2 3 4 5 6 7
i. 9. Reliability 1 2 3 4 5 6 7
j. 10.Value Price 1 2 3 4 5 6 7
k. 11.Discount 1 2 3 4 5 6 7

Thank you for your participation.