Abstract
The scarcity of publicly available purified water has increased the demand for bottled water in Bangladesh. Consumers prefer bottled water over tap water mostly for the safety, hygiene and convenience factors. As the bottled water market is becoming competitive day by day, companies are trying to create differentiations and innovations which have been found quite difficult but not impossible to implement in reality. Therefore, it is essential to understand the factors influencing consumers' preferences and decision making processes for bottled water purchase. This paper examines the consumers' tastes, preferences, perceptions for and attitudes toward bottled water in Bangladesh. The results of the research reveal that consumer behavior is both homogeneous and heterogeneousfor bottled water while evaluating the water itself and comparing with other alternative drinks. However, still there are opportunities for innovation and differentiation to create a unique value proposition. The findings of the study will have important implications both in the field of academic research and practicing marketing world.
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