Abstract:
The purpose of the research report here was to find out the factors affecting to the
consumers buying behavior for bottled water in Kandy district. This work was carried
out to determine the factors that affect the consumer buying behavior. The study takes
both qualitative and quantitative approaches were employed. A sample size of 200
respondents was selected using a non-probability convenient sampling as it is relatively
quick, convenient, and less expensive for collecting data. The work was analyzed using
descriptive statistics and regression analysis. The factors, brand image, taste of the
bottled water, perceived price, promotional activity and packaging attribute; taken as
the factors which influences the consumer buying behavior.
In general all the five dimension have a positive impact on consumer buying behavior
in Kandy district. However, Perceived price is the least factor to influence on customer
choice of bottled water, when comparing with the remaining factors, beside this taste
of the water was the strongest factor of the consumer buying behavior. Consumer
perceived price as over rating therefore taking price as one of the competitive strategy,
regarding handling of packaging, there also have positive influence on consumer
buying behavior in Kandy district. The taste of bottled water also the influential factor
of perceptual process for most of the respondents. The outcome of the study also
registered clearly that promotion activities also influences the consumer buying
behavior for bottled water in Kandy district. This evidently applied to those who are
riot strictly adapted with a particular brand. A few consumers of bottle water are strong
patrons of the brand image, so brand image of a bottled water have positive influence
on consumer buying behavior but it is not like other factors. In the bottled water
market factors have signif,rcant positive impact on consumer buying behavior related
to the taken sample.
