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- Title
AN ANALYSIS ON THE CONSUMER INSIGHTS IN THE BOTTLED WATER MARKET IN BANGLADESH.
- Authors
Md. Anwar Sadat Shimul; Kulsum, Ummee; Mohammed Abu Jahed
- Abstract
The scarcity of publicly available purified water has increased the demand for bottled water in Bangladesh. Consumers prefer bottled water over tap water mostly for the safety, hygiene and convenience factors. As the bottled water market is becoming competitive day by day, companies are trying to create differentiations and innovations which have been found quite difficult but not impossible to implement in reality. Therefore, it is essential to understand the factors influencing consumers' preferences and decision making processes for bottled water purchase. This paper examines the consumers' tastes, preferences, perceptions for and attitudes toward bottled water in Bangladesh. The results of the research reveal that consumer behavior is both homogeneous and heterogeneous for bottled water while evaluating the water itself and comparing with other alternative drinks. However, still there are opportunities for innovation and differentiation to create a unique value proposition. The findings of the study will have important implications both in the field of academic research and practicing marketing world.
- Subjects
BANGLADESH; CUSTOMER satisfaction; BOTTLED water industry; BUSINESS enterprises; DRINKING water quality; COMPARATIVE studies
- Publication
Management Dynamics, 2013, Vol 13, Issue 2, p24
- ISSN
0972-5067
- Publication type
Article