THE BOTTLED CHOICE: EXPLORING CONSUMER AWARENESS, ATTITUDE, AND SATISFACTION IN THE PACKAGED DRINKING WATER MARKET OF RAIGAD DISTRICT”
Keywords:
Packaged Drinking Water, Consumer Awareness, Consumer Attitude, Consumer Satisfaction.Abstract
The rapid growth of the packaged drinking water industry in India is driven by increasing urbanization, rising health consciousness, and declining trust in traditional water sources. In this context, understanding consumer behavior toward bottled water becomes crucial, particularly in semi-urban and emerging regions like Raigad District, Maharashtra. This study investigates three critical dimensions of consumer behavior—awareness, attitude, and satisfaction—to uncover the underlying factors influencing purchasing decisions in the packaged drinking water market.
Using a quantitative research approach, primary data were collected through a structured questionnaire from a diverse sample of respondents across Raigad. Statistical techniques such as descriptive analysis, correlation, regression, and hypothesis testing were employed to examine the relationships between demographic variables (such as education, income, and location) and consumer behavior. The findings reveal that consumer awareness regarding purification processes and labeling transparency significantly correlates with educational background and urban residence. Attitude is shaped by factors including convenience, perceived health benefits, packaging, and price sensitivity. Satisfaction, in turn, is strongly influenced by product taste, odor, and packaging quality, with a clear link to brand loyalty and repeat purchase behavior.
The study contributes to the academic and practical understanding of consumer preferences in the bottled water segment and offers actionable insights for marketers, policymakers, and regulatory bodies. It underscores the need for improved label transparency, targeted awareness campaigns, and enhanced packaging standards to foster consumer trust. The research also highlights the growing demand for quality assurance and health-oriented branding in a market increasingly driven by informed and value-conscious consumers.
