An Analysis on the Consumer Insights in the Bottled Water Market in Bangladesh

Management Dynamics, 13(2), 2013

14 Pages Posted: 10 Aug 2014

See all articles by Anwar Sadat Shimul

Anwar Sadat Shimul

Curtin University of Technology - Curtin Business School - Bentley Campus

Ummee Kulsum

Premier University

Mohammed Jahed

University of Chittagong - Department of Management Studies

Date Written: December 1, 2013

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.

Keywords: Consumer behavior, bottled water, consumer preferences and attitudes

JEL Classification: M1, D12, Q1

Suggested Citation

Shimul, Anwar Sadat and Kulsum, Ummee and Jahed, Mohammed, An Analysis on the Consumer Insights in the Bottled Water Market in Bangladesh (December 1, 2013). Management Dynamics, 13(2), 2013, Available at SSRN: https://ssrn.com/abstract=2477970

Anwar Sadat Shimul (Contact Author)

Curtin University of Technology - Curtin Business School - Bentley Campus ( email )

GPO Box U1987
Perth WA 6845
Australia

Ummee Kulsum

Premier University ( email )

Chittagong
Bangladesh

Mohammed Jahed

University of Chittagong - Department of Management Studies ( email )

Chittagong 4331
Bangladesh

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