Consumer Purchasing Behavior In The Drinking Water Market – A Study

Abstract

This study delves into the multifaceted factors influencing consumer purchasing behavior concerning packaged and unpackaged drinking water. Through a comprehensive review of literature, it elucidates the pivotal role of health perceptions, safety concerns, brand reputation, convenience, quality, and marketing strategies in shaping consumer preferences. Employing primary data collection via interview schedules, the study adopts a multistage sampling method to ensure representation across various clusters in the Ramanathapuram district. Statistical tools including multiple regression analysis and Principal Component Analysis (PCA) are applied to analyze the data, revealing significant predictors and their impact on consumer behavior. The results underscore the importance of factors such as need recognition, information search, evaluation of alternatives, purchase decision, consumption, post-purchase evaluation, and cultural influences in driving consumer choices. These findings offer valuable insights for understanding and influencing consumer behavior in the drinking water market.