ASSESSMENT OF PACKAGING AND CONSUMER BRAND PREFERENCE: THE CASE OF SELECTED BOTTLED WATER PRODUCTS

Abstract

This study aims to investigate the effect of packaging on consumer’s brand preference in relation to mineral waters. Packaging characteristics are being measured such as various sizes of Package, different shapes of Package, convenience of storage, convenience of use, and package attractiveness as per its importance in selection of mineral water brands. This study included brands of mineral water which are Yes mineral water, Aqu Addis mineral water, and Origin mineral water. This research paper also seeks to investigate the importance of packaging characteristics for mineral water on how consumers measure on the mentioned variables. Identifying how the packaging characteristics of mineral water influence the purchase decisions of consumers and what other factors are there other than package which influence the customers purchase decision. The total number of respondents was 253, with different demographic structure (demographic structures are determined by; age, gender, occupation, income, and educational background). The student researcher implemented descriptive research, this helps in determining the frequency with which an event occurs or the relationship between two variables. This study identifies that packaging characteristics are significant variable for consumer brand preference. Finally, conclusion was drawn that packaging characteristics has an association with consumer brand preference in mineral waters.