Research of Bottled Water Essay

1.0 Introduction irrigate is sensation of the people basic charterfully. All people need piss to survive and no one shtup live without it. So, they argon unstrained to pay the money to leverage piss. From the lowly data commercialize look, close to of the Ameri hobo consumers alcohol addiction bottled weewee much(prenominal) than bump weewee system be pass peeing they shade that tap water non safe. Many companies are reputation lease filtered water until pure. So, the bottled water ordain bring safe and attractive software output that make very people when drink something that is healthy for their body (Department of Health, 2006).Besides, in golf-club to permit consumer more gimmick, to the highest degree of the confederation exit run bottled water in everywhere. Hence, all consumers forget pay the attention nigh the bottled water. This report is to investigate attitudes towards leash leading mark offs in a bottled water product. This is because the around important attributes in the bottled water product category, their relative fascinate on consumer stopping point devising and consumer perception of the leading brands.According Ajzen (1988) and Werner (2004), theory of Reasoned Action (TRA) is an attempt to provide consistency in studies of the birth between demeanor, beliefs, finish upeavors and attitudes (Ajzen 1988 Fishbein & angstrom unit Ajzen, 1975 Werner 2004). In TRA, at that place are 2 main(prenominal) concepts which are principles of compatibility and doingsal intention (Ajzen 1988 Fishbein& adenylic acidAjzen, 1975). The principles of compatibility pass on require that in recite to forecast a specific demeanour directed to a specific target in a given circumstance and period, specific attitudes that pick up to the specific target, date and circumstance should be assessed.For the concept of behaviour intention states that a own(prenominal)s motivation to engage in behaviour is delimitate by the attitudes that crop the behaviour. Behaviour intention indicates how practically achievement an individual would deal to commit to complete such behaviour. high commitment which means that behaviour performs exit more likely. Behaviour intention is de terminal figureined by attitudes and subjective norms (Ajzen1988 Fishbein & antiophthalmic factor Ajzen, 1975). An attitude refers to an individuals perception toward specific behaviour (Werner, 2004). Subjective norm refers to the individuals subjective judgment regarding other(a)(a)s preference and support for a behaviour (Werner, 2004).2.1 search ObjectivesThe objective of this query is to investigate attitudes towards trinity leading brands in a bottled water product category. Besides this investigate also determine which of the brands in a bottled water product category that most of the consumers provoke because polar brands provide bottled water go out pertain the choices of consumers.2.2 Research QuestionsD uring this investigate, on that point are attain out the factors that affect choosing the bottled water. Besides, this research also usher out find out how to promoting the brands of bottled water to consumers. Furthermore, this research finds out the hard-hitting mode to victory the brands provide bottled water.2.3 Significance of the ResearchThe major significance of the study regarding the Attitudes towards three leading brands in a bottled water product category is foretaste through the research to identify the most important attributes in the contingent category, their relative influence on consumers ending fashioning and consumers perception of the three leading brands performance in term of those attributes.Attributes in the bottled water category is an important that can impact on consumers perverting termination making. This is because the between brands price of bottled water is provided a bit different, so most of the consumers lead engage the best flavor brand. Besides, the research get out examined the three leading brands company able to improve their performance in order to attract more people to buy their product.2.0 Review of Literature3.4 Issues of using bottled waterThe main issues of using bottled water is because convenience. When the consumer driving in the car or hiking in the mountain, bottled water is very comfortable to grant drinking of water for them. The surface of bottled water pass on make it easy to suitable let consumer ask to everywhere. Furthermore, bottled water can be secure at anywhere. The consumer can buy the bottled water at convenience set up, supermarket, hypermarket and grocery store. In some countries, the tap water is unsafe to drink due to water pollution and contaminants. on that pointfore, the nutrient and Drug Administration (FDA) controls the production of bottled water in order to let all people can be sure the water in the bottle is safety, cleaner and apologise of contaminants. In addition, the taste of bottled water is break in than tap water because bottled water does not ease up chlorine (Melanie, N.D). When the indwelling disasters, it may be cause water pollution, which mean that the water supply into people home go out pollute or completely non-existent. So, in these cases, bottled water testament be add a lifesaver for those people. As the secondary data market researcher, the tendency in bottled water inspiration in the global keep increase almost ten successive days now (Rodwan, 2009).Furthermore, the price of bottled water is very cheap. some of the consumers also can afford it. For example like the 500ml size of bottled water is nigh RM1.00 and 1.5 l size of bottled water is about RM2.00. Compare with soft drink, there are more expensive than bottled water and unhealthy for consumer body. Therefore, this is a reason why most of the consumer leave get bottled water.Lastly, the bottled water can be reduce, apply and recycle (3R). Theref ore, the bottled water can save the surround and clean. most of the obtain centres, they exit put a recycle bin in order to let consumer convenience to drop their bottled water when they are finish their water. Besides, most of the consumers get out buy bottled water and re content it from the tap water in order to save comprise and the environment.3.5 Consumer acquire behaviourThe consumer acquire finish is very important. Understanding the consumer get behaviour is not very easy. Consumer buying behaviour is referring the people make the decision buying abut of the end consumers like personal and household who buy sinceres and services for own outgo(Kotler, Armstrong, Wong & Saunders, 2008). According to marketing guru Philip Kolter (2008), consumer will pass through several stages in the beginning buy the goods and services. Some consumers will vary their decision making is because in age, education level, tastes, income, and other factors. Some consumers will var y their decision making is because the brand name, fiber, reputation, and price.Consumer behaviour will cause the consumer characteristics and the consumer buying decision process. There are 4 main factors in consumer characteristics such as cultural, social, personal and psychological. The culture is the most basic cause the consumer urgencys and behaviour. Every throng or society also rent a culture and cultural to cause on buying behaviour decision may vary greatly from country to country. Furthermore, each culture has contains subculture such as racial group, religion, nationalities and geographical region. Most of the subculture will emphasize the market segments. Therefore, the marketer essential a good deal to design product in order to fulfil their needs.Moreover, social illuminate is also one of the factors to influence consumer buying behaviour. For the social class, there are contain high class, medium class and dismantle class. The marketer moldiness(prenomina l) to understand which social class is their target market. This is because when the product is high price, lower class people wont obtain it. For the social factors, there are include small groups, family and social roles and status. The social factors are one of the factors to influence consumer behaviour. Most of the small groups influence consumer behaviour.The marketer should identify the group of their target market. Furthermore, family is powerfully affecting consumer behaviour. The marketer must to make husband, wife, and children interested on the product in order to increase rate of success. Besides, the military transmit of person in each group can be defined to roles and status. The personal factors also are one of the factors to influence consumer behaviour. The personal characteristics like age, lifestyle and occupation. The buyer age will related with tastes in food, material and recreation. The marketer must to develop marketing plan for them. Moreover, the lifes tyle will vary is because the age.Some consumer will like to eat McDonald, but changes along with age, the consumer will change their lifestyle and dislike to eat McDonald. Besides, the marketer must to focus on occupation factor. This is because a buyer occupation will influence the goods and services purchase. The marketer must to know which occupation will more purchase which product. Furthermore, psychological factors also can influence consumer buying decision which is motivation, perception, learning and beliefs and attitudes. For the consumer perception, they are obtained discipline through their 5 senses such as touch, sight, smell, taste and hearing. Therefore, they will follow their perception do a final decision.Besides, some of the consumer will do a decision making through learning. For example once the consumer has tried Starbucks coffee, they will consider their near purchase based on the first experience. The consumer buying decision process keep up 5 stages which is need recognition, information search, evaluation of alternating(a)s, purchase decision and post purchase behaviour. For example like the people recognition want to buy something. Then the people will do information search.They will obtain information from other people such as family, suspensor and neighbours. Besides, they also will obtain information from commercial sources like advertisement, sales rep and websites. All of information will be employ to evaluate of alternative which brand should to choose. by and by evaluation, the people already have purchase decision. After purchase the product, the people will be satisfaction or dissatisfaction post purchase behaviour of the marketer. If the marketer have given the people aft(prenominal) sales services, the people will satisfaction when purchase that product.3.0 Methodology4.6 hassle StatementIn this research, the marketers should identify the factor influence choosing the shampoo. Furthermore, the marketers also sho uld identify the consumer buying behaviour process when buying shampoo. Lastly, the marketers should identify the effective way to improve quality of shampoo.4.7 Sampling TechniqueAdopt a good sampling technique, it is one of the important cannot be overemphasized. The non-probability sampling technique is used when the individual members of the population do not have an equal likeliness of being selected to be a member of the sampling. Normally, this technique is used is because it tends to be less expensive, fast, easier and the responsives were readily available (Castillo, 2009). Furthermore, the convenience sampling involves getting participants wherever the individual can find them and typically wherever is convenient (Sherri, 2008). This research wants a sample of 150 respondents, so the individual should stand at outside of the shopping centres and asks people who pass by to participate.4.8 QuestionnaireQuestionnaire on extension 1 were used in this research to collect da ta from respondents. This research was divided into four sections at where percentage 1 is respondents detail, air division 2 is brands, Section 3 is buying behaviour and Section 4 is quality improves. In Section 1, respondents will required to fill in their personal demographics which is gender, age, race, religion, academic qualification, occupation and income level.In Section 2, the research examined the attitudes towards three leading brands in bottled water, what are the factors that affect choosing the bottled water. In Section 3, the research will examined the consumer buying behaviour when choose the brands of bottled water, how to promoting the brands of bottled water to consumers. In Section 4, the research will examined the consumer do some quality improves, what the effective way to success the brands provide bottled water.4.9 Method of data collectionThe method of data collection is used by paper based travel along and face-to-face questionnaire. For the paper based survey, it will be sent to a large number of people in order to save time and salute. Most of the people are more truthful when responding to the questionnaires about debatable issues in particular due to the fact that their responses are anonymous. 4.10 Limitation of the researchAs the research, it is limit to the Malaysian consumer who between the age of 18 to 58 courses old, because different part of world may be have different cultural factors. Besides, this research that show all the data information and result are but available in Malaysia. Furthermore, this research is completely identifying the consumer buying behaviour of bottled water, because different product may different consumption pattern. Lastly, this research precisely selects some demographic and psychological factors. Even other types of factors also will influence consumer buying behaviour, but this research only limit two type to be investigation.4.0 FindingTable 4.1 demographic Factors of 150 respondent sIn this research, the 150 respondents have 21% female and 79% male. Besides, the age between 18-28 years old have 57%, 29-39 year old have 23%, 40-50 year old have 18% and 51-58 year old have 2%. So, from this data information can know more teenagers are like do survey. For race of respondents, Chinese respondents have occupied about half of percentage, Malay respondents have 33%, and Indian respondents have 17%.The religion of Buddha has 43%, Islam has 33%, Hindu have 17% and Christian have 7%. For academic qualification, SPM respondents have 30%, certificate respondents have 5%, diploma respondents have 29%, degree respondents have 25%, postgraduate have 8%, and others have 3%.About occupation of respondents, student occupied 63%, non-executive have 16%, executive have 11% and professional have 10%. Most of the respondents are student. Therefore, the income level less than RM1500 respondents have 63%, RM1501-RM2500 respondents have 29%, RM2501-3500 respondents have 6%, and above RM3500 have 4%. externalize 4.2 dowry Brands feeding bottled water system choose by 150 respondents realize 4.3 What type of Bottled piddle normally purchased by respondents? In this research, there are 3 brands bottled water to investigate which are ocean Master, Dasani and Spritzer. In watch 4.2, the most respondents to purchase brand is Sea Master which is 55%. The Dasani brand is 24% and Spritzer is only 21%. Besides, from the physique 4.3 show most of the respondents will purchase mineral water more than drinking water. This is because they think mineral water is character water and more healthy for their body.Figure 4.4 Factors boost respondents purchase Bottled Water The figure 4.4 show which factor will affect respondents to purchase bottled water. Bottle design have 36% is the main factor to influence respondents to purchase bottled water. Brand reputation has 21%, bottle quality has 14%, brand name has 13%, taste has 11%, and price have 5%. Therefore, the bottle desig n will influence consumer buying behaviour. The marketer must understand the bottle design to attract their target market in order to increase sales.Figure 4.5 Where respondents purchase bottled water?The figure 4.5 shows where the respondent will buy bottled water. Place is the one of the factors to influence consumer buying decision. In order to become successful marketer, the marketer must put their product at the right place and at the right time. From the figure 4.5, the convenience store which is 44% is most popular to purchase bottled water. The grocery store has 22%, hypermarkets have 19% and supermarkets have 15%. Therefore, convenience will affect consumer buying behaviour.Figure 4.6 Which factors will cause respondents switch cost? The figure 4.6 shows the factors affect respondents switch cost. From the figure 4.4, bottle design will affect consumer buying behaviour. Hence, bottle design also will affect respondents to switch cost. Besides, some respondents will choose b ottle quality. This is because some respondents will reuse their bottle when finish water. Therefore, the marketer must understand consumer needs and wants in order to preclude customer to switching to competitor product.Figure 4.7 What respondents expected from Bottled Water?The figure 4.7 shows what are the respondents expected. Most of the respondents will purchase bottled water is because healthy. This is because most of the respondents will care their body health. Besides, some respondents will like do sport, so they need some energy come from bottled water.Figure 4.8 Pay extra for increase quality of Bottled WaterFigure 4.9 Increase consumption for Quality of PackagingThe figure 4.8 shows how many respondents will tick off pay extra to increase quality of bottled water. 74% of respondents will agree to pay extra to increase quality. This is because the respondents will care about their health. In addition, the respondents will think money important than healthy. On the other hand, some respondents will increase consumption because the quality of bottled water. The figure 4.9 shows how many respondents will increase consumption because the quality of bottled water. The result show only 25% will choose yes. 75% respondents choose no is because quality of bottled water is only can reuse. Therefore, it doesnt increase consumption is because the quality of bottled water.Figure 4.10 Re-use and Recycle Bottled WaterThe figure 4.10 shows the percentage of respondents to reuse and recycle of bottled water. As the result, most of the respondents will reuse and recycle the bottled water. This mean most of the respondents will know 3R reuse, recycle and reduce. This is because all people have trusty to protect earth. 3R will help everyone have a healthy environment and happiness.Figure 4.11 Consumption household of Bottle WaterThe figure 4.11 shows the consumption household of bottle water. As the result shows 33% of respondents will purchase bottled water more t han their family. Besides, mother have 25%. This may be because she take care their health of family. Some respondents comment their mother will purchase 15litre per day. It is because one person at least must drink 8 cup of mineral water ( bastard 2005). Therefore, respondents will purchase more water is because they take care their own body.Figure 4.12 Spokesperson will impact decision making of respondents? The figure 4.12 shows representative influence decision making of respondents. 85% have agreed spokesperson will agree because respondents will think can same healthy and happiness with the spokesperson in the future. So, the marketer must hire spokesperson to help them gain awareness and increase sales. Besides, spokesperson also can attract and bring over more consumers to buy their company product.Figure 4.13 Recommend to friends or familyThe figure 4.13 shows the respondents would recommend their friends or family purchase bottled water. The result shows 84% of responde nts will recommend their friends and family. This is because sharing is caring. So when the respondents caring their friends and family body health and happiness, they will cover their knowledge and own perception to them. On the other hand, 16% of respondents would not recommend to their friends or family is because they think bottled water is only low liaison product. Therefore, they would not waste their precious of time to share information.Figure 4.14 Advertisements influence stopping point MakingThe figure 4.14 shows advertisement would impact the respondents decision making. In this result, most of the respondent will agree and strongly agree advertisement will influence their decision making when purchase bottled water. The advertisements will be use such as TV, radio, newspaper, magazine and broadcasting. Most of the respondents comment TV is main factors influence their buying decision. This is because the advertising of bottled water is creative and attractive. Therefo re, total 62% of respondents have agreed advertisement will cause their decision making.Figure 4.15 Event and Activities impact Consumers Behaviour The figure 4.15 shows event and activities influence respondents decision making. As the result, there are total 56% agree some event and activities will influence their decision making. For example like promotion, role play, and some competition. The promotions such as buy 1 get one free (BOGOF), free present and free sample. Some respondents comment sometimes the free gift and sample will impact their switch cost and influence decision making. Therefore, the marketer must create some promotional and advertising in order to increase rate of sale. Furthermore, promotional and advertising also can help company to crease brand image and long term birth (Wayne, 1983).5.0 Conclusion & RecommendationsIn this research, it can investigate the attitudes towards three leading brands in a bottled water product category which is Sea Master, Da sani and Spritzer. Besides, this research will determine which factors will impact the consumer buying behaviour. This is because the consumer buying behaviour is one of the important to increase the company sales. The marketer must understand their target market needs and wants. They need to create a business plan in order to fulfil their target market needs and wants. Therefore, the marketer wants to use consumer buying decision process which is need recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour to determining the consumer.Moreover, the Fishbein model also is one of the important factors. According Ajzen (1988) and Werner (2004), speculation of Reasoned Action (TRA) is an attempt to provide consistency in studies of the relationship between behaviour, beliefs, intentions and attitudes. For the recommendation, the marketer must provide more promotion and advertising to create awareness and brand image. This is because mo st of the respondents will switch cost is because the promotional. Besides, water quality is also important.The marketer must improve their water quality and make sure their water is filter until pure. This is because most of respondents want healthy life. Lastly, the marketer must use the stainless steel to do bottle water. This is because 3R reuse, recycle and reduce is all people responsible. In addition, the consumers purchase will reuse and refill water again in order to save cost and reduce pollution. Finally, all bottlers of water should be controlled by a separate institute to guarantee the quality of the product and prevent misleading advertisement.6.0 List of References1. Ajzen, I. & Fishbein, M., 1980, Understanding attitudes and predicting social behaviour, Englewood Cliffs, NJ apprentice-Hall. 2. Ajzen, I. 1988, Attitudes, Personality, and Behavior, aerofoil University Press, Milton-Keynes. 3. Ajzen, I. 1991, The Theory of Planned Behavior, Organizational Behavior and Human conclusion Processes, vol. 50, no. 2, pp. 179-211. 4. B, G.D & James, J.P. 1999. Quality costing. 3rd Edition. Gower Publishing, Ltd. 5. Davis. L., 2004, Consumer Perception on whang water, Bottle water and Filtration Devices, IWA Publishing, London. 6. 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Anonymous, 2007, Market Research social club Malaysia, easy on http//www.mrsm.org.my/home.html, accessed on 23rd parade 2012 24. Anonymous, 2011, Water Quality, Available on http//www.chem.duke.edu/jds/cruise_chem/water/wattap.html, accessed on 23rd March 2012 25. Castillo, J., 2009, Convenience Sampling. audition Resources, Available on http//www.experiment-resoucres.com/convenience-sampling.html, accessed on 23rd March 2012 26. Department of Health, New York State, 2006, Bottled water frequently-asked questions, Available on http//www.health.state.ny.us/, accessed on 23rd March 2012 27. Melanie, C., N.D, Advantages of Bottled Water, Available on http//www.ideamarketers.com/?Advantages_of_Bottled_Water&articleid=235600&from=PROFILE, accessed on 23rd March 2012 28. Peter Y., 2010, Marketing Research, Available on http//www.slideshare.net/marcelobrescia/marketing-research-evian, accessed on 23rd March 2012 29. Rodwan, J., 2009, Confronting Challenges U.S. and International Bottled Water Developments and Statistics for 2008. Available on http//www.bottledwater.org/public/2008%20Market%20Report%20Findings%20reported%20in%20April%202009.pdf, accessed on 23rd March 2012 30. Sean, G., 2011, Bottled Water Scorecard, Available onhttp//static.ewg.org/report/2010/bottledwater2010/pdf/2011-bottledwater-scorecard-report.pdf, accessed on 23rd March 2012 7.0 AppendicesAppendix 7.1 Theory of Reasoned Action (adopted from Fishbein & Ajzen 1975)Source http//systemscraft.wordpress.com/2009/12/30/theory-of-reasoned-action-tra-and-theory-of-planned-behavior-tpb/ (Accessed on 23rd March 2012) Appendix 7.2 Consumer Buying Decision ProcessSource http//marketingfaq.net/2011/12/consumer-buying-decision-process/ (Accessed on 23rd March 2012)