Research of Bottled Water Essay

1.0 Introduction peeing system is unmatched of the throng basic compulsions. All mass necessitate wet to survive and no superstar potty live without it. So, they ar spontaneous to pay the silver to leverage piss. From the secondary data securities industry enquiry, most(prenominal) of the Ameri cigaret consumers suck bottled piss much than than tap piss be brace they looking at that tap piss not safe. Many companies are reputation cook pureeed system of piddle until pure. So, the bottled water supply consequence bring safe and decoyive software program that experience very people when drink aboutthing that is healthy for their body (Department of Health, 2006). at any rate, in format to let consumer more thingamabob, most of the society provide impart bottled water in everywhere. Hence, all consumers leave alone pay the attention astir(predicate) the bottled water. This report is to suss out attitudes towards three stellar(a) tarnishs in a bottled water join on. This is be driving the most all classical(p) attributes in the bottled water output category, their relative bow on consumer finality making and consumer perception of the leading brands.According Ajzen (1988) and Werner (2004), supposition of Reasoned Action (TRA) is an attempt to provide dead body in studies of the kinship among demeanor, beliefs, intentions and attitudes (Ajzen 1988 Fishbein & Ajzen, 1975 Werner 2004). In TRA, thither are 2 chief(prenominal) concepts which are principles of compatibility and behavioural intention (Ajzen 1988 Fishbein&Ajzen, 1975). The principles of compatibility reply require that in tell to bet a item behaviour directed to a specific charge in a given circumstance and period, specific attitudes that key out to the specific pit, cadence and circumstance should be assessed.For the concept of behaviour intention states that a personals motivation to engage in behaviour is defined by the attitudes tha t bend the behaviour. Behaviour intention indicates how much achievement an exclusive would aforesaid(prenominal)(p) to commit to complete much(prenominal) behaviour. Higher commitment which meaning that behaviour performs leave behind more worryly. Behaviour intention is determined by attitudes and subjective norms (Ajzen1988 Fishbein & Ajzen, 1975). An attitude refers to an individuals perception toward specific behaviour (Werner, 2004). Subjective norm refers to the individuals subjective judgment regarding others alternative and support for a behaviour (Werner, 2004).2.1 explore ObjectivesThe objective of this enquiry is to investigate attitudes towards three leading brands in a bottled water overlap category. Besides this explore besides determine which of the brands in a bottled water product category that most of the consumers interested be energize different brands provide bottled water bequeath presume the choices of consumers.2.2 Research QuestionsDuring thi s research, there are find out the fixingss that affect choosing the bottled water. Besides, this research similarly screwing find out how to promoting the brands of bottled water to consumers. Furthermore, this research finds out the effective way to success 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 hope through the research to identify the most important attributes in the particular category, their relative make for on consumers ratiocination making and consumers perception of the three leading brands surgical process in term of those attributes.Attributes in the bottled water category is an important that can push on consumers grease ones palms decision making. This is because the between brands price of bottled water is only a second base different, so most of the consumers pass on acquire the best feel brand. Besides , the research leave alone examined the three leading brands company able to improve their performance in order to attract more people to buy their product.2.0 examine of Literature3.4 Issues of using bottled waterThe main issues of using bottled water is because restroom. When the consumer thrust in the car or hiking in the mountain, bottled water is very leisurely to supply drinking of water for them. The size of bottled water impart coiffe it easy to suitable let consumer carry to everywhere. Furthermore, bottled water can be purchase at anywhere. The consumer can buy the bottled water at convenience store, supermarket, hypermarket and grocery store. In some countries, the tap water is unsafe to drink due to water pollution and contaminants.Therefore, the Food and Drug Administration (FDA) controls the merchandise of bottled water in order to let all people can be sure the water in the bottle is safety, cleaner and light of contaminants. In addition, the taste of bottled water is better than tap water because bottled water does not start out chlorine (Melanie, N.D). When the natural disasters, it may be cause water pollution, which mean that the water supply into people home will pollute or completely non-existent. So, in these cases, bottled water will arrest a lifesaver for those people. As the secondary data market researcher, the disposal in bottled water intake in the global keep subjoin almost ten successive course of studys now (Rodwan, 2009).Furthermore, the price of bottled water is very cheap. Most of the consumers also can afford it. For example handle the 500ml size of bottled water is or so RM1.00 and 1.5 litre 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 will purchase bottled water.Lastly, the bottled water can be reduce, reuse and recycle (3R). Therefore, the bottled water can sa ve the environment and clean. Most of the shopping centres, they will put a recycle bin in order to let consumer convenience to capitulation their bottled water when they are finish their water. Besides, most of the consumers will purchase bottled water and refill it from the tap water in order to save address and the environment.3.5 Consumer acquire behaviourThe consumer purchase decision is very important. Understanding the consumer buying behaviour is not very easy. Consumer buying behaviour is referring the people make the decision buying process of the end consumers desire personal and theater who buy goods and services for possess consumption(Kotler, Armstrong, Wong & Saunders, 2008). According to trade guru Philip Kolter (2008), consumer will consecrate through several stages before buy the goods and services. more or less consumers will falsify their decision making is because in age, education level, tastes, income, and other concomitantors. Some consumers will vary their decision making is because the brand name, choice, reputation, and price.Consumer behaviour will cause the consumer characteristics and the consumer buying decision process. There are 4 main factors in consumer characteristics much(prenominal) as cultural, cordial, personal and psychological. The culture is the most basic cause the consumer wants and behaviour. Every collection or society also exact 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, morality, nationalities and geographic region. Most of the subculture will emphasize the market segments. Therefore, the vendor essential(prenominal) often to see product in order to reach their needs.Moreover, social year is also one of the factors to incline consumer buying behaviour. For the social class, there are contain high class, medium class and lower class. The seller must to under stand which social class is their tar substantiate market. This is because when the product is high price, lower class people wont purchase 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 curve consumer behaviour. Most of the small groups influence consumer behaviour.The marketer should identify the group of their target market. Furthermore, family is strongly affecting consumer behaviour. The marketer must to make husband, wife, and children interested on the product in order to affix rate of success. Besides, the position 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 care age, lifestyle and dividing line. The buyer age will related with tastes in food, cloth and recreation. The marketer must to develop marketing plan for them. Moreover, the lifestyle 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 shun 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 study through their 5 senses such as touch, sight, smell, taste and hearing. Therefore, they will view 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 next purchase based on the offset experience. The consumer buying decision process support 5 stages which is need recognition, teaching search, evaluation of alternatives, purchase decision and smear purchase behaviour. For example like the people recognition want to buy something. Then the people will do selective information search.They will obtain information from other people such as family, friend and neighbours. Besides, they also will obtain information from commercial sources like advertising, salesperson and websites. All of information will be used to evaluate of alternative which brand should to choose. After evaluation, the people already waste purchase decision. After purchase the product, the people will be propitiation or dissatisfaction post purchase behaviour of the marketer. If the marketer bring forth given the people after sales services, the people will satisfaction when purchase that product.3.0 regularityology4.6 Problem StatementIn this research, the marketers should identify the factor influence choosing the shampoo. Furthermore, the marketers also should 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 components of the population do not stir an equal likelihood 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 respondents were readily easy (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 one hundred fifty respondents, so the individual should stand at outside of the shopping centres and asks people who moderate by to participate.4.8 QuestionnaireQuestionnaire on Appendix 1 were used in this research to collect data from respondents. This research was divided into four sections at where naval division 1 is respondents detail, department 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 survey and face-to-face questionnaire. For the paper based survey, it w ill be sent to a large number of people in order to save time and cost. Most of the people are more truthful when responding to the questionnaires about controversial 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 years nonagenarian, because different part of valet may be earn different cultural factors. Besides, this research that target all the data information and result are only available in Malaysia. Furthermore, this research is only identifying the consumer buying behaviour of bottled water, because different product may different consumption pattern. Lastly, this research only 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 respondentsIn this resea rch, the 150 respondents attain 21% female and 79% male. Besides, the age between 18-28 years old suck in 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 busy about half(a) 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 master 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 hav e 4%. take keeping 4.2 Percentage Brands bottled Water choose by 150 respondents general anatomy 4.3 What type of Bottled Water normally purchased by respondents? In this research, there are 3 brands bottled water to investigate which are Sea Master, Dasani and Spritzer. In formula 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 go into 4.3 show most of the respondents will purchase mineral water more than drinking water. This is because they look mineral water is nature water and more healthy for their body.Figure 4.4 Factors boost respondents purchase Bottled Water The accede 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 design will influence consumer buying behaviour. The marketer must understand the bottle design to attract their target market in order to make up 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 customary 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 project 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 bottle quali ty. This is because some respondents will reuse their bottle when finish water. Therefore, the marketer must understand consumer needs and wants in order to prevent guest 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 encaseThe figure 4.8 shows how many respondents will hit 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 respondent s 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 responsible 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 than their family. Besides, mother have 25%. This may be because she take care their health of family. Some respondents gossipmonger their mother will purchase 15litre per day. It is because one person at least must drink 8 cup of mineral water (Peter 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 spokesperson influence decision making of respondents. 85% have concord spokesperson will agree because respondents will think can same healthy and happiness with the spokesperson in the future. So, the marketer must pursue spokesperson to help them create awareness and increase sales. Besides, spokesperson also can attract and convince 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 respondents will recomm end 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 share 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 involvement product. Therefore, they would not waste their precious of time to share information.Figure 4.14 Advertisements influence Decision MakingThe figure 4.14 shows ad 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. Therefore, total 62% of respondents h ave agreed advertisement will cause their decision making.Figure 4.15 showcase 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 gift 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 relationship (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, Dasani 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), conjecture 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 most of the respondents will s witch 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 innocuous 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 once more 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 Prentice-Hall. 2. Ajzen, I. 1988, Attitudes, Personality, and sort, Open University Press, Milton-Keynes. 3. Ajzen, I. 1991, The Theory of Planned Behavior, Organizational Behavior and gay Decision Processes, vol. 50, no. 2, pp. 179-211. 4. B, G.D & James, J.P. 1999. Quality costing. 3rd Edition. Gower create, Ltd. 5. Davis. L., 2004, Consumer Perception on tilt water, Bottle water and Filtration Devices, IWA Publishing, London. 6. Dillman, D.A., 1978, Mail and telephone surveys The total design method, Wiley, wise York. 7. Edwards, W., 1966, Some Theory of Sampling, John Wiley & Son. Inc, immature York 8. 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Anonymous, 2011, Water Quality, on tap(predicate) on http//www.chem.duke.edu/jds/cruise_chem/water/wattap.html, accessed on 23rd March 2012 25. Castillo, J., 2009, Convenience Sampling. try Resources, easy 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, addressable 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.n et/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)