A STUDY ON CONSUMER BEHAVIOUR TOWARDS BOTTLED DRINKING WATER WITH SPECIAL REFERENCE TO COIMBATORE CITY

Packaged drinking water means water derived from any source of portable water, which is, subjected to treatments namely decantation filtration, combination of filtration, accretions, filtration with membrane filter, depth filter, cartridge filter activated carbon filtration, demineralization, re-mineralization reverse osmosis packed. In marketing, consumers and their behaviour are viewed more carefully because of their importance. The individual consumer can change the entire market with his/her buying activities. Hence this study focuses the consumer behaviour towards bottled drinking water, to explain it the researchers have collected primary data through questionnaire and finally recommendations are provided in this study. The study concludes that quality is the most important factor influencing the consumers to go for a particular brand of bottled water. They believe that compared to the tap water, consuming Bottled Drinking water is a hygienic one. Therefore it is suggested to the manufacturers to give due consideration for the hygienic aspect while manufacturing Bottled Drinking water