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)
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 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 deionisation 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 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.

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

Colour

Not more than 2 Hazen units/ True Color Units

Odour

Agreeable

Taste

Agreeable

Turbidity

Not more than 2 nephelometric turbidity unit (NTU)

Total Dissolved Solids

Not more than 500 mg/litre

pH

6.5 8.5

Nitrates(as NO3)

Not more than 45 mg/litre

Nitrites(as NO2)

Not more than 0.02 mg/litre

Sulphide(as H2S)

Not more than 0.05 mg/litre

10

Mineral oil

Not more than 0.01 mg/litre

11

Phenolic compounds(as C6H5OH)

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 C1)

Not more than 200 mg/litre

23

Sulphate(as SO4)

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 HCO3)

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 A1)

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 Absent

1 250ml

48

Pseudomonas aeruginose 1 250ml

Absent

49

Sulphite reducing anaerobes 1 250ml

Absent

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
Male
Female
Total

Frequency

Percent

Valid percent

Cumulative percent

113

75.3

75.3

75.3

37

24.7

24.7

100.0

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

150

100.0

100.0

Total

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

Education

Frequency

Percent

Valid percent

Cumulative percent

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

150

100.0

100.0

Secondary

Total

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

150

100.0

100.0

Total

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

150

100.0

100.0

Total

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

2.0

2.0

100.0

150

100.0

100.0

Total

Table 3.6 explains the monthly income of the respondents. It gives a clear evidence
for the agents, 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

2.0

2.0

100.0

150

100.0

100.0

Unpurified water
Total

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
Aware

Frequency

Percent

150

100.0

Valid percent
100.0

Cumulative percent
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

150

100.0

100.0

Total

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

150

100.0

100.0

Total

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

150

100.0

100.0

Total

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

4.0

4.0

91.3

13

8.7

8.7

100.0

150

100.0

100.0

Package size
Quantity
Total

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

150

100.0

100.0

Total

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

Level of satisfaction
Highly satisfied
Satisfied
Less satisfied
Total

Frequency

Percent

Valid percent

Cumulative percent

18

12.0

12.0

12.0

130

86.7

86.7

98.7

1.3

1.3

100.0

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

150

100.0

100.0

Total

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
Not convenient
Total

137

91.3

91.3

91.3

13

8.7

8.7

100.0

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
Available
Not available
Total

Frequency

Percent

Valid percent

Cumulative percent

132

88.0

88.0

88.0

18

12.0

12.0

100.0

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

11-15 years

20

13.3

13.3

99.3

0.7

0.7

100.0

150

100.0

100.0

More than 15 years

Total

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

3.3

3.3

100.0

150

100.0

100.0

Grocery shop
Total

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
Prompt delivery
No prompt delivery
Total

Frequency

Percent

Valid percent

Cumulative percent

104

69.3

69.3

69.3

46

30.7

30.7

100.0

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

150

100.0

100.0

Total

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 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

150

100.0

100.0

Total

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
Physical characteristics
Attractive package
Brand name
Advertisement
Easy availability
Price
Health factors

Average mean

Rank

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
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.