Paper Contents
Abstract
Consumer Behaviour refers to the buying behavior of the ultimate consumer. Many factors, specificities, and characteristics influence the individual in what he is and the consumer in his decision-making process, shopping habits, purchasing behavior, the brands he buys, or the retailers he goes to. By identifying and understanding the factors that influence their consumers, brands have the opportunity to develop a strategy, a marketing message, and advertising campaigns more efficiently and more in line with the needs and ways of thinking of their target consumers, a real asset to better meet the needs of its consumers and increase sales. The study further delves into consumer preferences concerning various qualities of mineral water which play a major role in shaping purchasing behavior. To undertake this investigation, data was gathered from a diverse sample of 100 respondents representing various segments of society, including employees, private sector workers, students, business professionals, and homemakers. These respondents were invited to provide their assessments on a range of statements. These statements pertained to factors such as their current brand usage, pricing considerations, available features, brand expectations, satisfaction levels, and acquired benefits. The data collected was meticulously organized, coded, and subsequently subjected to thorough analysis using statistical tools like chi-square tests, one-way ANOVA, correlation assessments, and percentage analysis, all facilitated by SPSS software.
Copyright
Copyright © 2023 seenuvasan R. This is an open access article distributed under the Creative Commons Attribution License.
