Relationship Between Source Of Awareness And Consumer Awareness On Purchasing Drinking Water – An Analysis

Abstract

The research paper aimed to delve into the nuances of consumer awareness regarding packaged and unpackaged drinking water in Ramanathapuram District while examining the correlation between various sources of awareness and purchasing behavior. Utilizing ANOVA and Pearson Correlation, the study uncovered those consumers generally exhibited higher awareness levels concerning unpackaged water, showing better understanding and adherence to scientific guidelines. Notably, the study highlighted the significant influence of diverse awareness sources, such as recommendations from relatives, television advertisements, and online platforms, on consumer perceptions and purchasing habits. These findings underscore the necessity for tailored marketing strategies that capitalize on influential channels to promote safe and sustainable drinking water practices. Moreover, the research recommends enhancing consumer education initiatives to foster informed decision-making and emphasizes the importance of considering multiple awareness sources when designing marketing campaigns. Overall, the study provides valuable insights into consumer behavior surrounding drinking water purchase in Ramanathapuram District, advocating for continuous efforts to ensure consumer well-being and environmental sustainability. The present paper is showing few reviews that are explore into consumer behavior concerning packaged drinking water, drawing insights from a range of studies spanning various regions and demographics. It discusses the significance of consumer awareness, preferences, and satisfaction, influenced by factors like advertising, brand loyalty, and perceived benefits. Additionally, it highlights the role of packaging type, health concerns, quality perception, market trends, and environmental implications in shaping consumer choices. While existing literature provides valuable insights, there's a need for further exploration of socio-economic and cultural influences on consumer choices, along with deeper analysis of the bottled water industry's environmental sustainability. The study concluded that the need for tailored marketing strategies that leverage key sources of consumer awareness to promote safe and sustainable drinking water practices. Additionally, the study highlights the importance of ongoing consumer education initiatives aimed at enhancing awareness and fostering informed decision-making among consumers.