CONSUMER BEHAVIOR AND ATTITUDE TOWARDS BOTTLED WATER: A PERSPECTIVE TOWARDS SENA JAL

Abstract

Sena Jal, launched in India in the year 2017 is an impressive initiative of Army Wives Welfare Association (AWWA), headed by Madhulika Rawat spouse of current army Cheif General Bipin Rawat. This report basically studies the behavior of consumer towards the various bottled water brand prevalent in the country. Not all but some major brands were considered for analysis. This report analyses the characteristics of the product and also the consumer inclination towards it. I have also discussed the key drivers of the industry and the challenges faced by it. I have mentioned the key trends in the industry and current market size and growth patterns based on secondary research. I have used primary research technique for the collection of data. The research was meant for all the age groups of the society but majority of response were obtained from the young population i.e. 21-40 yrs. of age. The research was helpful in getting the responses which tells about the consumer attitude and perception while selecting a brand of bottled water over other competitive products. With the data of around 103 valid respondents through questionnaire, responses was collected for two parts, firstly the consumer behavior towards bottled water and then secondly for the awareness and attitude related to Sena Jal. After that result was analyzed using tools like pie charts and bar graphs. Finally based on it discussion is done and recommendations are made.