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Customer's Perception and Preference towards Packaged Drinking Water
Minyahel Tilahun1, Melaku Beshaw2
1Department of Animal Production and Technology, Wolkite University, Wolkite, Ethiopia.
Thescientificworldjournal
|March 18, 2020
Summary
Customers purchasing packaged water in Addis Ababa lack awareness of standards and label information. Health and price significantly influence choices, highlighting a need for clearer product communication.
Area of Science:
- Consumer Behavior Analysis
- Public Health
- Food Science
Background:
- Packaged water consumption is rising globally, necessitating an understanding of consumer perceptions.
- Consumer awareness of packaged water quality, standards, and labeling is crucial for informed purchasing decisions.
- Socio-demographic factors significantly influence consumer choices in the packaged water market.
Purpose of the Study:
- To assess customer behavior and perception towards packaged water in Addis Ababa.
- To investigate the relationship between socio-demographic factors and consumer choices regarding packaged water.
- To evaluate consumer understanding of packaged water standards and label information.
Main Methods:
- Purposive sampling of 200 customers from market and residence areas in Addis Ababa.
- Data collection based on the Theory of Planned Behavior framework.
- Statistical analysis to determine relationships between variables (e.g., sex, education, health status, income) and consumer choices.
Main Results:
- Customers showed low awareness (97%) of packaged water standards.
- Only 43% checked chemical composition, with 85% unable to understand it.
- Health concerns influenced choices in residence areas, while price dominated in market areas.
Conclusions:
- Consumer understanding of packaged water labels and standards is critically low.
- Health status and location (market vs. residence) significantly impact purchasing decisions.
- There is a need for improved consumer education regarding packaged water quality and safety.
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