Factors Affecting Consumers Brand Choice of Mineral Water in Gazipur City

S M Mujahidul Islm; Mahojabin Islm; Sharmin Zaman

doi:10.36948/ijfmr.2025.v07i06.61035

Factors Affecting Consumers Brand Choice of Mineral Water in Gazipur City

Author(s)	Mr. S M Mujahidul Islm, Ms. Mahojabin Islm, Ms. Sharmin Zaman
Country	Bangladesh
Abstract	The objective of this study was to factors affecting consumers' brand choice of mineral water in Gazipur City of Bangladesh. With the increasing demand for mineral water in the region, understanding consumer preferences is crucial for bottling companies to effectively market their products. The study explores how factors such as water quality, packaging and labeling, price, availability, advertising, and word-of-mouth referrals impact consumers' brand choices. Through a comprehensive analysis, this research aims to provide insights into consumer behavior in the context of mineral water consumption and contribute to the development of targeted marketing strategies for water bottling companies. Understanding these factors can help companies enhance brand positioning, build consumer trust, and gain a competitive edge in the Gazipur mineral water market. A combination of descriptive and explanatory study design was used to achieve this goal, and data from a sample size of 50 employees were gathered using a closed-ended questionnaire. Convenience sampling with non-probability was employed. Statistical techniques such multiple respondent demographic profile, Simple Percentage Analysis, Standard Deviation, and Chi – Square Analysis with bar chart were used to analyze the gathered data. According to this study, customers' choice of brand for mineral water products was highly influenced by factors such as product quality, advertising, packaging, brand pricing, brand image and brand availability. On customers' decisions regarding which brand to choose, price and brand image had a greater impact than any other factor. They have to highlight their brand image to make it attractive and they must then determine their price based on affordability and brand accessibility at the appropriate time and location.
Keywords	Product quality, Brand availability, Advertising, Packaging, Brand image
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-11-21
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.61035
Short DOI	https://doi.org/hbb4hr

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Factors Affecting Consumers Brand Choice of Mineral Water in Gazipur City

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