Consumer attitude and buying behaviour of university students toward bottled water in the UK

Zhao, Dun (2006) Consumer attitude and buying behaviour of university students toward bottled water in the UK. MA dissertation, University of Portsmouth.

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    Abstract

    The global bottled water market has been booming over the past five years as bottled waters have been preferred by increasingly health-conscious consumers all over the world. The UK bottled market is no exception. In fact, it has one of the highest growth rates in the world. As a common approach to establish understanding of consumer attitude and buying behaviour regarding bottled water, this research has been conducted after gaps in the relevant literature had been identified. As a lucrative and accessible segment, university students have sampled to investigate the research problem: Are psychological as well as demographic factors directly related to buying behaviour of bottled water? The literature does not investigate this research problem in any depth. However, the conceptual model has been identified from extant literature as an effective approach to test relationships between psychological and demographics factors and buying behaviour. Three research objectives were developed to answer the research problem: RO 1: How do psychographic factors affect bottled water buying behaviour? RO 2: How do demographic factors affect bottled water buying behaviour? RO 3: Will university students be an effective segment for bottled water marketers? To investigate these three research objectives, a combination of exploratory and descriptive research was used. A survey methodology using a self-administered questionnaire was justified to collect data, which sampled 120 students at University of Portsmouth for analysis. Survey data was then analysed and tested using specific hypotheses and measurements. The findings of this research have implications for the three research objectives. The results for the first research objective showed that perception has a very weak negative relationship with bottled water buying behaviour and attitude has a weak positive relationship with bottled water buying behaviour. In addition, price and availability were discovered as the most important marketing factors influence bottled water buying behaviour. The findings for the second research objective were that there is no relationship between gender, age, education level, residential status and bottled water buying behaviour. However, there is a very weak negative relationship between personal income and bottled water buying behaviour. The findings also indicate that it is unlikely either male or female university students will be effective market segments in term of consumer decision making. Therefore, it is not conclusively proven in this research that psychological as well as demographic factors are directly related to buying behaviour of bottled water. The main implication of this research is that bottled water marketers have successfully created a positive, healthy image for bottled waters. Marketing focus should be on how to effectively convey positive consumer perception and attitude into the final purchasing of bottled water.

    Item Type: Dissertation
    Departments/Research Groups: Portsmouth Business School > Organisational Studies and Human Resources Management
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:14
    URI: http://eprints.port.ac.uk/id/eprint/462

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