7/20/2014 Consumers Attitude and Perception towards Packaged Drinking Water (with special reference to Virudhunagar Town)

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Consumer's Attitude and Perception towards
Packaged Drinking Water
(with special reference to Virudhunagar Town)
By
Dr. G.B. Karthikeyan
Asst. Professor
Mr. T.M.R surya vardhan
Research Scholar
Department of Management Studies
Hindusthan College of Srts and Science
Coimbatore

Water is a priceless gift of nature. Without water, there is no life on earth. None can deny that water is a
friend to human race but it also acts as a foe by way of harboring disease producing micro-organisms and
containing some substances that may lead to ill health. The introduction of packaged drinking water for
human consumption at recent times is a boon to mankind and more convenience are realized. Whenever a
common man purchases packaged water, he thinks that the quality is assures and it is safe water. Such
assurance should be given to consumer by each and every manufacturer of packaged mineral water and
packaged drinking water. Keeping in view the utmost important of quality, bureau of Indian standards has,
promulgated standards for packaged drinking intended for human consumption. The standards are published
classifying the packaged water into two groups, namely, 1.
* Packaged natural mineral water
* Packaged drinking water (other than packaged natural mineral water)
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Natural mineral water is defined as the water obtained directly from natural or drilled source from
underground stratum which is protected from possible contamination. It is characterized by its content of
its composition. This water should be suitable for direct consumption without any further treatment and
may be filled in suitable containers made up of recommended materials or in sterile glass bottles and
properly sealed. Package drinking water (other than packaged natural mineral water) is the drinking water
of satisfactory quality derived from any source, and packed in suitable containers and sealed properly. To
make the water to suit the quality requirement, the water may be subjected to any type of treatment
namely, filtration (including activated carbon filtration), demineralization, demineralization and reverse
osmosis. The water may be disinfected by any method, provided that the disinfection procedure will not
leave any harmful residues in water.
1.2 Need for the study
Packaged drinking water is getting familiar as the aspect of convenience and quality has been guaranteed.
The customers are having numerous brands in selecting the packaged drinking water, and the variety of
packaged drinking water is also like mushroom with various styles viz., bottled, bubble top, can, and so on.
But when the aspect of brand influences the purchase there comes the threat on domestic brand also,
hence a research has been carried over to analyse the attitude, perception and behavior of customers
consuming packaged drinking water.
1.3 Scope of the study
Competition is rife, in today's complex world, the aspect of considering the food as the prime concept has
been eliminated in the fastest world, every person who live in the fast growing complex world would like to
consume food not by large but by mean. Hence the aspect of considering the leverage of mixing food items
in to digestive component is determined by intake of drinking water. No matter where the water procured
viz., ground water, rain water, distilled water, purified water and by any other mean. It is recapitalized
that the vitality of water is the need of any aspect of digestive function. Hench the intake of water has
accumulated his necessity in the consumption of normal man. The failure of monsoon, no availability of
pure water has necessitated to invent packaged drinking water. Now the order of the day is to consume
packaged drinking water whereby it substances the aspect quality, worth, affordable price and easy
carrying. The business world today had been accord in large consumption of packaged drinking water as it
eliminates disease like dengue, cold, fever, metropolis attacks, dysentery and other viral infections. Due
manufacture step in to the process of inventing packaged drinking water which is of sterilized ultra violet
treated, concrete absorption and cleaning of virus.
Area of the study:
The area of the study was virudhu nagar town and the sample size includes 150 respondents.
1.5 Objectives of the study
1. To analyze the factors influencing purchase of packaged drinking water.
2. To analyze the level of awareness and satisfaction of packaged drinking water among the customers, on
pre and post purchase.
Water is a key to social equity to environmental stability and to cultural diversity. If one goes back to the
culture of ancient times, with all the great religions of the world, it will be seen that water is much more
than an economic issue. Water is directly linked with spiritual values, with respect to mankind towards
nature. Water is also firmly linked with health. According to the estimate of World Health Organization
(WHO), 80% of all diseases approximately 25 million deaths per year in the developing countries are
caused by contaminated water. Pure and safe drinking water has always been a necessity. Traditionally,
pipe water distributed by the municipalities has been the trusted water supply for drinking purposes. In the
earlier days, water available from the wells and springs used to be considered safe and was stored in
earthen pots or brass containers. This water was considered safe for drinking and serving to guests and
visitors. The tradition and style of serving drinking water, in India, has however changed quite dramatically
during the last decade. Almost a decade ago, the introduction of bottled water or "packaged mineral
water" has changed the tradition of serving and consuming drinking water. This has ushered in very
strongly, the use of polymers or plastics as materials for water storage and distribution. Today, packaged
drinking water is an industry in India, which is estimated at Rs.700 crores with over 200 brands floating in
the market, most of which have restricted territorial distribution. This is a growing market in India as
quality consciousness among the consumers is on the rise. Every year an estimated 800 million litres of
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bottled water are marketed in plastics and the demand continues to grow. Besides bottled water, there is
also a large market for plastic pouches, especially in the states of Tamilnadu and Gujarat. At the global
level, packed water (containers up to 10 litres) industry is considered as a significant contributor in the
beverage industry and accounts for over 80 billion litres per annum. It is the fastest growing beverage
industry worth Rs. 990 billion a year. Volume growth for the year 2001 stood at 8%, making it the best
performing of all soft drinks on the world stage. Among several other factors, general trend towards a
healthier lifestyle is the key attribute. Concerns over the quality of public water supplies in various
countries around the globe have also added significant support.
Processing of Water for Bottling
In India, the quality of drinking water is very poor in comparison to other countries. Treatment of water is
required for purification. To produce high quality drinking water as prescribed by the World Health
Organisation (WHO), conventional processing methods like coagulation, flocculation, sedimentation, ion
exchange, filtration and oxidation etc. are not sufficient. Membrane processes have advantages over other
treatment processes. Micro-filtration and ultra-filtration are said to be very useful in removing micro-
organisms. Reverse osmosis membranes are used to remove various contaminants found in drinking water.
A combination of reverse osmosis and de-ionisation can be used to produce high quality water.
Bottle Filling
Before filling, freshly manufactured plastic bottles are rinsed and inverted from where they go for filling on
a rotary bottle filler. The water flows from the filler bowl into the bottles via ventra flow valves. These
valves use an airlock method for accurate filling. The variation is no more than 5mm. When liquid reaches
the end of the valve sleeve, air cannot escape Pressure is created at the top of the bottle, and no more
liquid can enter. The airlock method provides consistent, repetitive filling and reduced product loss. The
fillers are available in a wide range of configurations and are adaptable to a variety of capping systems. IS
: 14543 - 1998 (Specification for Packaged Drinking Water) prescribes the hygienic practices to be
followed in respect of collecting water, its treatment, bottling, storage, packaging, transport, distribution
and sale for direct consumption , so as to guarantee a safe, hygienic and wholesome product. The bottles
are generally capped using roll-on type plastic caps, with pilfer proof rings.
Bottle Labeling
The last step is the labeling of bottles. In the earlier days, gummed paper labels were used which satisfied
only the legal requirements of declaration. When these labels came in contact with moist surface, they lost
their identity. Later shrink film plastic labels came into use for this application. Auto-sleeve system for
labeling then became a commercial success. Auto-sleeve labels are used both for one way and refillable-
multi-trip plastic bottles. It is a stretchable label made of low density polyethylene of special grade. The
Department of Health, Ministry of Health and Family Welfare has notified to carry the following declaration
on the label of the disposable bottle of mineral water or packaged drinking water.
["Crush the bottle after use" ]
The notification will be published in the Gazette of India and the rule will come into force from 01/04/2004.
Other labeling requirements should be as per PFA Rules and Packaged Commodities Rules as prescribed in
IS: 14543 1998 (Specification for Packaged Drinking Water).
Packaging Requirements
It is well known that drinking water should be packed in clean, colourless, odourless, clear, tamperproof
containers, which are hygienically safe. Much of the water is packaged in similar bottles as carbonated soft
drinks, and would, therefore, carry many of the same requirements.
Strength
Unlike carbonated drinks, the bottles filled with still water need only enough strength to hold water and to
survive impact.
Colour and Clarity
Clarity is one of the most important requirements and is the main reason why clear bottles of plastics are
used. A resin with higher levels of co-polymer adds to the clarity. As regards the light blue colour in the
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bottles, this is permissible for one time use bottles. However in India, the BIS (Bureau of India Standards)
has prescribed colourless bottles for multi trip/reusable containers.Since currently almost all the bottlers
use blue coloured containers, studies have commenced at IIP to establish whether blue colour helps to
reduce the UV effect and the percentage of blue colour that could be considered to be added without
affecting the clarity of the bottle.
Purity
Because water is a flavourless product, using a plastic that remains tasteless and odourless is imperative.
Mandatory Certification
To prevent adulteration, the quality of the bottle and its sealing drew great attention and concern. The
standardisation of the quality of the water and the bottles was not thought of earlier. There was a
concern whether mushrooming brands in packaged drinking water would really ensure quality and safety.
The provisions of mandatory BIS certification and that of Prevention of Food Adulteration Act (PFA) have
brought in assurance to the consumers that packaged drinking water is trustworthy.The Indian Standard
IS: 14543 1998 prescribes the quality and safety requirements of packaged drinking water.
Plastic Package Types
As the market has evolved, so too has its packaging mix. Bottles may be the favourite container for
packaging water, but glass rarely features as the first choice today. Glass together with cans and cartons
have a diminished share. Glass retains a high profile in outlets where the water is for consumption on the
premises (hotels, restaurants, cafes) remaining particularly strong in Central and South America and
Europe, especially Germany. Plastics are versatile materials and are in many cases capable of matching or
surpassing the characteristics of other types of packages. They do not corrode, are hygienic, lightweight
and often provide opportunities for reducing the weight of the packages used. A variety of polymers are
available which can be used for packaging of drinking water.
Polyethylene
Low-density polyethylene film is the most important group of plastics used in packaging drinking water.
Polyolefins also have the highest calorific value of all constituents in the packaging waste stream and are,
therefore, prime candidates for disposal through incineration with energy recovery.
Polyethylene Terephthalate (PET)
PET is the most extensively recycled plastic of the present time. It is easier to collect than other plastics.
It has a high intrinsic value, is economic to recycle even with existing collection systems and there are
well-developed markets for its recycling, such as carpet fibres and fibre film. The important feature of used
PET is its ability to be converted chemically to the monomer from which it was produced using hydrolysis or
methonolysis. The US Food & Drug Administration for food-packaging applications have approved PET
produced by chemical recovery of this sort. For packaged drinking water PET bottles are used in 50ml to 20
litres capacity. Perrier has developed a new container that incorporates a layer of nylon sandwiched
between layers of PET to comply with the requirement for a standard 12 months shelf-life mineral water.
Polypropylene (PP)
Polypropylene (random clarified co-polymer) is widely used for food contact applications throughout the
world and enjoys favourable status with food and regulatory agencies. PP containers/cups with peelable
lids are used for packaging of drinking water in 100, 200ml. Capacities with suitable lids for closures.
Poly Vinyl Chloride (PVC)
Earlier, the most commonly used package for mineral water was stretch blow moulded bottle of PVC, as
PVC is rigid, clear and has adequate impact strength. Compared to other polymers, PVC requires lower
amount of energy to produce. If collected separately, it can be readily recycled. The recycled PVC is
sandwiched between inner & outer layers of virgin polymer in co-extruded PVC pipes. The major concern
for safe use of PVC for non-toxic and food contact applications is the residual monomer level in the resin.
The FDA in USA and regulatory agencies have specified the monomer levels at 5ppm in PVC resin. PVC
containers in capacities of 100, 200, 250 and 1000ml are used for packaged drinking water.
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Polycarbonate (PC)
Polycarbonate can be processed into useful end products by any of the usual processing techniques like
extrusion, blow moulding, injection moulding etc. Polycarbonate containers are popularly used for muti-trip
application for mineral water containers of 15-20 litres.
Polyethylene Naphlthate (PEN)
This is a high performance resin and the containers made out of this resin are used for refillable, returnable
mineral water.
HIPS (High Impact Polystyrene) containers cater to the 200ml mineral water market. These containers
are provided with heat sealable peelable lids.
The content and substances of packaged drinking water
S.No Characteristics Requirement
1 Colour Not more than 2 Hazen units/ True Color Units
2 Odour Agreeable
3 Taste Agreeable
4 Turbidity Not more than 2 nephelometric turbidity unit (NTU)
5 Total Dissolved Solids Not more than 500 mg/litre
6 pH 6.5 8.5
7 Nitrates(as NO
3
) Not more than 45 mg/litre
8 Nitrites(as NO
2
) Not more than 0.02 mg/litre
9 Sulphide(as H
2
S) Not more than 0.05 mg/litre
10 Mineral oil Not more than 0.01 mg/litre
11 Phenolic compounds(as C
6
H
5
OH) Not more than 0.001 mg/litre
12 Manganese(as Mn) Not more than 0.1 mg/litre
13 Copper (as Cu) Not more than 0.05 mg/litre
14 Zinc(as Zn) Not more than 5 mg/litre
15 Fluoride(as F) Not more than 1.0 mg/litre
16 Barium(as Ba) Not more than 1.0 mg/litre
17 Antimony(as Sb) Not more than 0.005 mg/litre
18 Nickel(as Ni) Not more than 0.02 mg/litre
19 Borate(as B) Not more than 5 mg/litre
20 Anionic surface active agent(as MBAS) Not more than 0.2 mg/litre
21 Silver(as Ag) Not more than 0.01 mg/litre
22 Chlorides(as C
1
) Not more than 200 mg/litre
23 Sulphate(as SO
4
) Not more than 200 mg/litre
24 Magnesium(as Mg) Not more than 30 mg/litre
25 Calcium(as Ca) Not more than 75 mg/litre
26 Sodium(as Na) Not more than 200 mg/litre
27 Alkalinity(as HCO
3
) Not more than 200 mg/litre
28 Arsenic(as As) Not more than 0.05 mg/litre
29 Cadmium(as Cd) Not more than 0.01 mg/litre
30 Cyanide(as CN) Not more than 0.05 mg/litre
31 Chromium(as Cr) Not more than 0.05 mg/litre
32 Mercury(as Hg) Not more than 0.001 mg/litre
33 Lead(as Pb) Not more than 0.01 mg/litre
34 Selenium(as Se) Not more than 0.01 mg/litre
35 Iron(as Fe) Not more than 0.1 mg/litre
36 Polychlorinated biphenyl (PCB) Not detectable
37 Poly nuclear aromatic hydrocarbons Not detectable
38 Aluminium(as A
1
) Not more than 0.03 mg/litre
39 Residual free chlorine Not more than 0.2 mg/litre
40 Pesticide Residues Below detectable limits
41 "Alpha" activity Not more than 0.1 Bacquerel/litre
42 "Beta" activity Not more than 1 pico curie/l (pCi)
43 Yeast and mould counts 1 250ml Absent
44 Salmonella and Shigella 1 250ml Absent
45 E.coli or thermotolerant bacteria 1 250ml Absent
46 Coliform bacteria 1 250ml Absent
47 Faecal Streptococci and Staphylococcus
aureus 1 250ml
Absent
48 Pseudomonas aeruginose 1 250ml Absent
49 Sulphite reducing anaerobes 1 250ml Absent
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50 Vibriocholera and V.Parahaemolyticus 1
250ml
Absent
51 Aerobic Microbial count The total viable colony count shall not exceed 100 per
ml at 20`c t0 22`c in 72h on agar-agar or on agar-
gelatin mixture, and 20 per ml at 37`c in 24 h on
agar-agar.
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. As the name implies, the mineral water is
the 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 mineral water shall be manufactured
and packed under hygienic conditions in properly washed and cleaned bottles in sterilised conditions. The
trend indicates that lightweight, resilient and affordable PET is increasingly the packaging medium of
choice. Almost 7 out of every 10 litres of water now appears in PET - a significant increase from 6 litres as
of 1998, and it still continues to grow. The packaged water market is essentially a one-way street. Non-
refillables account for four out of every five litres. Consequently nonrefillable PET is very much the norm on
a global scale. It is estimated that worldwide, 1.5 million tonnes of plastics (mostly PET) are consumed for
the manufacture of different sizes of drinking water bottles. In India, out of 54,000 tonnes of PET
produced locally, 12,500 tonnes go in for the manufacture of bottles for the packaged water industry. The
PET bottle market in India is also expected to grow. The used PET bottles are disposable, their collection
and recycling is a cause of concern to the industry, the consumers and the environment protection groups.
However, in India, there is a PET recycling industry, with a capacity of 75,000 tonnes per annum. The PET
waste is recycled into fibres. This is an effort to pre-empt a market situation that may arise a few years
hence. Unfortunately sufficient safe potable water is not available everywhere in the country, either
harmful chemical substances are found in the layers of earth which enter into water or it may be
contaminated due to pathogenic micro-organisms. If such water is consumed, the body suffers from water
born diseases. Due to this, it has become imperative to process and bottle safe potable water for the
mankind in prevailing conditions. The demand for purified water becomes more during summer season.
Although few companies have already entered in the bottling of safe potable water and mineralized water,
but still huge gap is there in between demand and supply at all metropolitan-cities and towns. The product
is widely accepted in offices, restaurants, railway stations, airport, bus stands, and hospitals and to some
extent even in rich house-holds. So there is good scope for establishing the units for processing and
bottling plain and mineralized drinking water in different parts of the country.
Table-1Gender classification
Gender Frequency Percent Valid percent Cumulative percent
Male 113 75.3 75.3 75.3
Female 37 24.7 24.7 100.0
Total 150 100.0 100.0

Table1 explains the gender classification the among the respondents who were consuming packaged
drinking water. The gender classification always 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 113 (75.3) Per
cent of the respondents were male and the remaining 37 (24.7) per cent of the respondents were female.
Among the consumer consuming packaged drinking water who were taken for study. It was clear that the
male were consuming more of packaged drinking water
Table - 2 Martial status
Martial status Frequency Percent Valid percent Cumulative percent
Married 60 40.0 40.0 40.0
Unmarried 90 60.0 60.0 100.0
Total 150 100.0 100.0

Table 2 describes the Martial status of the respondents who are consuming packaged drinking water. Out
of the 150 respondents taken for study 60 (40.0) Per cent of the respondents were married and the
remaining 90 (60.0) per cent of the respondents were unmarried.
Table 3 Education qualifications
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Education Frequency Percent Valid percent Cumulative percent
Secondary 3 2.0 2.0 2.0
Higher secondary 32 21.3 21.3 23.3
Under graduate 77 51.3 51.3 74.7
Post graduate 38 25.3 25.3 100.0
Total 150 100.0 100.0

Table 3 confirmed the education qualification of the respondents who are consuming packaged drinking
water. Education qualification acts as a influencing variable in creating awareness of packaged drinking
water. In this study it was confined that 3 (2.0) Per cent of the respondents education qualification was
secondary, 32 (21.3) per cent have completed higher secondary, 77 (51.3) per cent graduates and the
remaining 38 (25.3) per cent were post graduates respectively. Uneducated will not have adequate
knowledge about the packaged drinking water, and creating awareness to them might increase the sales
volume of packaged drinking waters.
Table 4 - Occupation
Occupation Frequency Percent Valid percent Cumulative percent
Business man 39 26.0 26.0 26.0
Professional 38 25.3 25.3 51.3
Employee 25 16.7 16.7 68.0
House 13 8.7 8.7 76.7
Others 35 23.3 23.3 100.0
Total 150 100.0 100.0

Table 4 pictures the occupational status of respondents who were consuming packaged drinking water.
The occupation gives the affordability of packaged drinking water. 39 (26.0) Per cent of the respondents
were Business mans, 38 (25.3) Per cent of the respondents were professionals, 25 (16.7) per cent of the
respondents were employee, 13 (8.7) per cent of the respondents were house wife's and the remaining 35
(23.3) per cent of the respondents were doing other sorts of occupation. Business people were affordable
to purchase packaged drinking water, than the other occupational categories.
Table -5- Family size
Family size Frequency Percent Valid percent Cumulative percent
1-3 members 41 27.3 27.3 27.3
4-6 members 99 66.0 66.0 93.3
7 and above members 10 6.7 6.7 100.0
Total 150 100.0 100.0

Table 5 explains the family size of the respondents who are consuming packaged drinking water. It was
learned that 41 (27.3) Per cent of the consumers have 1-3 members, 99 (66.0) per cent of the consumers
were having 3-6 members and the remaining 10 (6.7) per cent of the consumers have more than 7
members in their family.
Majority of the consumers were having 3 6 members in the family.
Table 6- Monthly income
Monthly income Frequency Percent Valid percent Cumulative percent
Up to 5000 Rs 19 12.7 12.7 12.7
5001-10000 Rs 48 32.0 32.0 44.7
10001-15000 48 32.0 32.0 76.7
15001-20000 32 21.3 21.3 98.0
Above 20001 3 2.0 2.0 100.0
Total 150 100.0 100.0

Table 3.6 explains the monthly income of the respondents. It gives a clear evidence for the agents,
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manufacturers and dealers to estimate the demand of packaged drinking water. In this study it was
confined that 19 (12.7) Per cent of the respondents income was within Rs.5000, 48 (32.0) Per cent of the
respondents income is between 5001and10000 Rupees, 48 (32.0) per cent of the respondents income is
between 10001 to 15000 Rupees, 32 (21.3) per cent of the respondents income was between 15001 -
20000 and the remaining 3 (2.0) per cent of the respondents income is above 20001 Rupees.
When considering the income level of the respondents, majority of the consumer's income ranges between
5001 Rs to 10000 Rs
Table - 3.7- Type of water consumed
Type of water Frequency Percent Valid percent Cumulative percent
Packaged drinking water 40 26.7 26.7 26.7
Corporation supplied water 45 30.0 30.0 56.7
Purified water 62 41.3 41.3 98.0
Unpurified water 3 2.0 2.0 100.0
Total 150 100.0 100.0

Table 7 depicts the type of water consumed by the respondents. It gives clear evidence for the agents,
manufacturers and dealers to estimate the demand of packaged drinking water. In this study it is confined
that 40 (26.7) Per cent of the respondents consume packaged drinking water, 45(30.0) Per cent of the
respondents consume corporation supplied water, 62 (41.3) per cent of the respondents purified water and
the remaining 3 (2.0) per cent of the respondents consume unpurified water. A majority of the consumers
consume purified water, it makes a clear idea that all the customers are having a good awareness
regarding their health, hence the demand for packaged drinking water is high.
Table 8 Awareness on packaged drinking water
Aware Frequency Percent Valid percent Cumulative percent
Aware 150 100.0 100.0 100.0
Table 8 demonstrate 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 9 Consumption Brand and Non Brand drinking water
Type of packaged water Frequency Percent Valid percent Cumulative percent
Brand 40 26.7 26.7 26.7
Non-Brand 45 30.0 30.0 56.7
Total 150 100.0 100.0

Table 9 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 - 10 Sources of awareness
Sources of awareness Frequency Percent Valid percent Cumulative percent
Friends 40 26.7 26.7 26.7
Family 25 16.7 16.7 43.4
Doctor 25 16.7 16.7 60.0
Advertisement 60 40.0 40.0 100.0
Total 150 100.0 100.0

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Table 10 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 11- Forms of advertisement
Media Frequency Percent Valid percent Cumulative percent
Banners 24 16.0 16.0 16.0
Notice bills 11 7.3 7.3 23.3
News papers/Magazines 30 20.0 20.0 43.3
Radio/Television 85 56.7 56.7 100.0
Total 150 100.0 100.0

Table 11 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 news paper/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 who were taken for study. It is clear that advertisement made through
Radio/Television reaches the consumer mind.
Table 12 Point of purchase
Attributes Frequency Percent Valid percent Cumulative percent
Brand 61 40.7 40.7 40.7
Quality 44 29.3 29.3 70.0
Price 26 17.3 17.3 87.3
Package size 6 4.0 4.0 91.3
Quantity 13 8.7 8.7 100.0
Total 150 100.0 100.0

Table 12 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 a branded packaged water
for their consumption
Table -13 Opinion regarding the price of packaged drinking water
Opinion Frequency Percent Valid percent Cumulative percent
Not important 25 16.7 16.7 16.7
Important 98 65.3 65.3 82.0
Very important 27 18.0 18.0 100.0
Total 150 100.0 100.0

Table 13 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 14 Satisfaction level of the consumers regarding packaged drinking water
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Level of satisfaction Frequency Percent Valid percent Cumulative percent
Highly satisfied 18 12.0 12.0 12.0
Satisfied 130 86.7 86.7 98.7
Less satisfied 2 1.3 1.3 100.0
Total 150 100.0 100.0

Table 14 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 15 Type of package preferred by the consumer
Type of package Frequency Percent Valid percent Cumulative percent
Pet bottles 51 34.0 34.0 34.0
Bubble top 99 66.0 66.0 100.0
Total 150 100.0 100.0

Table 15 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 - 16 Opinion on the convenient type of package drinking water
Opinion Frequency Percent Valid percent Cumulative percent
Convenient 137 91.3 91.3 91.3
Not convenient 13 8.7 8.7 100.0
Total 150 100.0 100.0

Table 16 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 - 17 Availability of packaged drinking water
Opinion Frequency Percent Valid percent Cumulative percent
Available 132 88.0 88.0 88.0
Not available 18 12.0 12.0 100.0
Total 150 100.0 100.0

Table 17 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 - 18 Tenure of consuming packaged drinking water
Tenure Frequency Percent Valid percent Cumulative percent
Less than 1 year 21 14.0 14.0 14.0
1-5 years 54 36.0 36.0 50.0
6-10 years 54 36.0 36.0 86.0
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11-15 years 20 13.3 13.3 99.3
More than 15 years 1 0.7 0.7 100.0
Total 150 100.0 100.0

Table.18 elaborates the information of years of consumption of packaged drinking water. In this study it is
confined that 21 (14.0) Per cent of the respondents were consuming packaged drinking water for less than
a year, 54 (36.0) per cent were consuming it for 1-5 years, 54 (36.0) per cent were consuming packaged
drinking water between 6-10 years, 20 (13.3) per cent of the respondents are consuming for 11-15 years
and the remaining 1 (0.7) per cent of the respondents were consuming for more than 15 years. Among the
consumer consuming packaged drinking water who were taken for study, It is clear that the majority of the
respondents were consuming packaged drinking water for 1 10 years.
Table - 19 Place of purchase
Place of purchase Frequency Percent Valid percent Cumulative
percent
Departmental store/super market 39 26.0 26.0 26.0
Dealer 54 36.0 36.0 62.0
Nearby petty shop 52 34.7 34.7 96.7
Grocery shop 5 3.3 3.3 100.0
Total 150 100.0 100.0

Table 19 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 near by
petty shop and the remaining 5 (3.3) per cent of the respondents purchase in grocery shops.
Among the consumer consuming packaged drinking water who were taken for study. It is clear that
majority of the consumer buy packaged drinking water through dealers.
Table - 20 Opinion of delivery
Opinion Frequency Percent Valid percent Cumulative
percent
Prompt delivery 104 69.3 69.3 69.3
No prompt delivery 46 30.7 30.7 100.0
Total 150 100.0 100.0

Table 20 states the opinion of consumer about the prompt delivery of packaged drinking water. From the
study it was confined that 104 (69.3)Per cent of the consumers have got prompt delivery of packaged
drinking and the remaining 46 (30.7) per cent of the respondents does not get prompt delivery of packaged
drinking water. Among the consumer consuming packaged drinking water who were taken for study. It is
clear that the majority of the consumers were getting prompt delivery of packaged drinking water.
Table - 21 Litres of water consumed
Litres of consumption Frequency Percent Valid percent Cumulative
percent
Less than 100 litres 16 10.7 10.7 10.7
100-200 12 8.0 8.0 18.7
200-300 45 30.0 30.0 48.7
300-400 29 19.3 19.3 68.0
400-500 37 24.7 24.7 92.7
Above 500 11 7.3 7.3 100.0
Total 150 100.0 100.0

Table 21 explains the litres of consumption on packaged drinking water purchased for a month. It is a clear
evidence for the agents, manufacturers and dealers to estimate the demand of packaged drinking water. In
this study it is confined that 16 (10.7) Per cent of the respondents purchase less than 100 litres per
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month, 12 (8.0) Per cent of the respondents purchase 100 - 200 litres, 45 (30.0) per cent of the
respondents purchase 200 - 300, 29 (19.3) per cent of the respondents for purchase 300 - 400, 37
(24.7)per cent of the respondents purchase 400 - 500 and the remaining 11 (7.3) per cent of the
respondents purchase above 500 litres. Among the consumer consuming packaged drinking water who were
taken for study. It is clear that a majority of consumers purchase between 200 - 300 litres of packaged
drinking water a month.
Table - 22 Reasons for preferring packaged drinking water
Reason Frequency Percent Valid percent Cumulative
percent
Health 94 62.7 62.7 62.7
Prestige 28 18.7 18.7 81.3
Scarcity of water 28 18.7 18.7 100.0
Total 150 100.0 100.0

Table 22 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
who were 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 Average mean Rank
Physical characteristics
Attractive package
Brand name
Advertisement
Easy availability
Price
Health factors
4.12
2.18
5.13
3.04
3.07
4.98
5.49
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, sixty, 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.
Findings of the study
* Among 113 males respondents, 50 males where influenced by the attribute brand, 38 males were
influenced by quality and 45 are influenced by price, package size and quantity respectively. Out of 37
female respondents, 11 female were influenced by brand and quantity each and 15 females are influenced
by price, quality and package size respectively. From the above the table it could be inferred that there is
a significant relationship between gender and influencing factor in buying packaged drinking water.
* It is interesting that respondents who were taken for study were aware of packaged drinking water and
60 respondents were aware by advertisement, 40 have got awareness by friends and the balance of 50
have got awareness by family and doctor.
* Among 150 respondents 51 respondents prefer pet bottles and from the 51 respondents 43 were
convenient in using pet bottles and other 8 were not convenient with bubble to containers and among 99
respondents prefer bubble top, 94 respondents were convenient and other 5 were not convenient. From
the above table it could be inferred that there is a significant relationship between package and
convenience of packaged drinking water
* 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
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respectively. In the study it could be confined that Health is the majority factor influencing in purchase of
packaged drinking water.
* The product characteristics enjoys a predominate place in the minds of consumer while accounting for
purchase. The satisfaction level of the consumer is completely vested on the attributes of the product on
considering the factors such as price, alternative and importance. It could be observed through factor
analysis. The extraction value of the above set factors had an extraction value of 0.997, 0.690, 0.689
respectively and while considering the total variance, the squared loadings were up to 79.21 per cent and
compound matrix pictures that factor of price and alternative can be grouped together as "confetti on
product realization" with a factor loading of 0.830, 0.828 respectively.
* While considering the level of satisfaction on the factor price it could be observed that out of the 8
factors considered for the study it was understood that cumulative factor of rotation matrix was
accounted to 63.867 per cent and rotation matrix on communalities clearly explains that sales promotion,
sales point, packaging, availability of information has accounted with an extraction value of 0.768, 0.771,
0.707, 0.697 respectively from the rotated compound matrix. The factor such as availability of information,
packaging, sales point can be grouped together as "point of purchase"
Suggestion:
* As the drinking water is very essential, the manufactures should concentrate on the factors of quality,
so that the proposition of buying packaged drinking water will get increase.
* The water is sourced by the manufactures by the nearby rivers and wells; hence proper water treatment
has to be made.
* The aspect of price has been always the influencing factor on purchase for common ma, different slabs
of price has been fixed by different manufacturers, but a common proportion of price has to fix on account
of different packed liters of bottles.
* The usage of packaged drinking water has made significant impact on the minds of normal man and
business class people; hence care should be taken to ensure to preserve the color, taste and necessary
nutrients in the packaged drinking water.
Conclusion:
As the failure of monsoon has highly thrift the common public to pressure water by large. The advent of
packaged drinking water has gained popularity in many of the corporate, living rooms and in flats. Medical
practitioners also suggest common public to drinking purified waters to ensure good physical and mental
health. The town has been stuffed with numerous shops witnessing huge market completely relies on
packaged drinking water to quench thirst, hence there lies a profound demand of the packaged drinking
water to quench thirst. If proper plans, strategies are made; there will be an absolute tapping of market
can be made enhancing a positive attitude on the minds of common public.