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Consumer behavior on bottled mineral water

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dc.contributor.advisor Islam, Md. Tamzidul
dc.contributor.author Kamal, Sadia
dc.date.accessioned 2017-05-18T12:41:17Z
dc.date.available 2017-05-18T12:41:17Z
dc.date.copyright 2016
dc.date.issued 2016-09-15
dc.identifier.other ID 12204102
dc.identifier.uri http://hdl.handle.net/10361/8155
dc.description This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2016. en_US
dc.description Cataloged from PDF version of Internship report.
dc.description Includes bibliographical references (page 23).
dc.description.abstract Water by itself may appear to be an undifferentiated good to many. As water is a necessity just like Oxygen. However, when it comes to packaged and processed bottled mineral water, it creates a demand backed up my monetary value. The consumers mind most often cycles around the factors such as taste, preferences and opinions before purchasing a bottled mineral water. Hence, this report is a study on the consumer behavior towards the numerous available bottled mineral water at the consumer’s disposal. Water being water might seem of the same weight and importance to all, however this report investigates deeper into understanding why some bottled mineral water brands are performing better than the others. A friendly survey has been conducted on thirty respondents to determine the perceptions of bottled mineral water from different angles and based on multiple attributes via a method called perceptual mapping. The factors or attributes evaluated on were Taste, Packaging, Advertisement, Distribution, Price, Brand Image and Overall Rank. Following the survey, the findings were compiled down to an average to easily interpret where the brands in subject (MUM, AQUAFINA and SPA) stand today. Pointing where the improvement areas are and tracing where the strength lies. The perceptual mapping findings led to conclusions such as Brand USP, reasons of success, reasons of failure and future recommendations. en_US
dc.description.statementofresponsibility Sadia Kamal
dc.format.extent 26 pages
dc.language.iso en en_US
dc.publisher BRAC University en_US
dc.rights BRAC University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission.
dc.subject Consumer en_US
dc.subject Bottled mineral water en_US
dc.title Consumer behavior on bottled mineral water en_US
dc.type Internship report en_US
dc.contributor.department BRAC Business School, BRAC University
dc.description.degree B. Business Administration 


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