Packaged Drinking Water Analysis of Consumers Needs, Awareness, Satisfaction and Loyalty of  Krishnagiri District

S. Karuppasamy; V. Govindaraj

doi:10.34293/commerce.v12i1.6780

S. Karuppasamy Ph.D., Research Scholar, Commerce Research Center, Morappur Kongu College of Arts and Science, Periyar University, Salem, Tamil Nadu, India https://orcid.org/0000-0002-2622-880X
V. Govindaraj Assistant Professor and Head, Commerce Research Center, Morappur Kongu College of Arts and Science, Periyar University, Salem, Tamil Nadu, India

DOI: https://doi.org/10.34293/commerce.v12i1.6780

Keywords: Water, Consumer Behavior, Consumer Attitude, Consumer Satisfaction, Consumer Loyalty, Awareness, Brand, Quality, Health Safety, Hygienic, Water Bottle, Consumer Service, Quality Service and Packaged Drinking Water

Abstract

Purpose: Drinking Water is most precious for humans, but most of the urban and backward dry places of the study areas were suffering from clean drinking water shortage in the effect of development of industries. It is using huge quantity of water. In this situation consumers are pushing to purchase the packaged drinking water at cost, because in all the places of India drinking water are giving free of cost by government and it is not clean for drinking. The purpose of the present research was to identify and analyze the consumer attitude and behavior of packaged drinking water in Krishnagiri District, Tamilnadu. This research solved consumer fears among the packaged drinking water needs.
Methodology: The research used convenient sampling method for collecting the primary data from various users of Krishnagiri district. And it is used interview schedule method and also used various statistical tools for analyzing and interpreting research such as Analysis of Variance test, multiple regression analysis and Chi-square test. It is tested for sampling reliability, pre-test and pilot study before collecting the primary data.
Findings: There is no significant difference between the age group in years of packaged drinking water users with regard to factors of consumer attitude, since the P value is greater than 0.05. Hence the null hypothesis is accepted at 5% level with regard to factors of consumer attitude. The study finds Consumer behavior is extracting consumer attitude, because it is continuously change their behavior for choosing their brand. Hence mode of income earning of daily are low level of consumer attitude of packaged drinking water users and business profit withdraw of income are high level of consumer attitude of packaged drinking water users.
Originality: The result of the research is there is no significant difference between the age group in years of packaged drinking water users with regard to factors of consumer attitude. The consumer behavior is extracting consumer attitude because continuous changes of behavior makes attitude in preferring the packaged drinking water. The implications of the future and practical research are to analyze the consumer loyalty and consumer satisfaction of the packaged drinking water.