Bottled Drinking Water Marketing and Consumer Buying Behavior in Selected Cities of Ethiopia
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Date
2010-06
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Addis Ababa University
Abstract
Drinking bottled water has become a trivial habit in many people's everyday lives.
Bad tap water taste or quality, fitness objectives or safety purposes, numerous reasons
lead consumers to buy bottled water. Bottled water may even be necessary, for
instance in case of temporary tap water contamination. The trend toward consuming
more and more bottled water will keep increasing in the coming years. This
flourishing market is profitable for a high number of companies, and employs
thousands of people world-wide
The mam purpose of this study is to provide an overview of the bottled water
marketing situations in Ethiopia, by selecting some cities consumers' and their
buying behavior of bottled water products. As a common approach to establish
understanding of bottled drinking water marketing and Consumer buying behavior,
which are a lucrative and accessible segment, selected cities consumers such as Addis
Ababa, Ambo, and Adama have been sampled to investigate the research problem;
Are marketing mix elements, Psychological, and Demographic factors affect consumer
buying behavior of bottled water?
To conduct this study, a descriptive survey method was employed. For this purpose,
questionnaire were used as the main instrument for the source of collection of data.
Analysis on current bottled brands was also performed by exploring some collected
bottled water brands. Data collected through these instruments were analyzed using
statistical package for social science (SPSS} version 17.0 successfully. The result of
the study reveals that some marketing mix elements had indirect relationship with
consumers' bottled water buying behavior, and also demographic and Psychographic
factors affect consumer purchase rate of bottled water. .
Finally, depending on these findings,some recommendation and implications for
further research are forwarded as to how all the water bottler companies can play vital
marketing role to satisfy the needs and wants of bottled water consumers.
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Keywords
Consumer Buying Behavior in Selected Cities of Ethiopia, Bottled Drinking Water Marketing