Factors Affecting Brand Choice of the Consumers on Bottled Water Brands

A stiffly competitive business environment exposed consumers to a large number of product alternatives in the market. As result, marketers are struggling to increase their brand preferences by customers and trying to avoid competitors from grabbing of these acquired customers mind. To do this, discovering determinants of consumers brand choices is very essential. This research was conducted to identify determinant factors of consumers brand choice on bottled water products and to examine relationship among determinants variables. This study was adopted descriptive and explanatory research design with cross-sectional survey strategy. To collect data from respondent's convenience and purposive sampling techniques were used. Primary data has been collected from 400 bottled water consumers by using self-administrated structured questionnaires. Quantitative data has been collected and analyzed by using descriptive and multiple linear regression models. This study was found that packaging, product quality, price, brand name, brand availability, brand image and advertisement were significantly associated with consumers brand choice for bottled water products. However, the influences of brand image, brand name, packaging and price on consumers brand choice decision were more contributing than others. Bottled water firms are advised to create brand equity to their product that can emotionally and psychologically connected to customers. They have to features their packaging to make it attractive, and finally set theirs price based on affordability and brand accessibility at right place and time.